Consumer Behavior Chapter 8 Extended

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a multidimensional perspective stating that attitudes are jointly defined by affect, behavior and cognition

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ABC model of attitudes

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the way a consumer feels about an attitude object

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affect

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a story told about an abstract trait or concept that has been personified as a person, animal or vegetable

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allegory

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a person must choose between two desirable outcomes

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approach-approach conflict

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a person desires a goal but wishes to avoid it at the same time

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approach-avoidance conflict

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a lasting , general evaluation of people (including oneself), objects, or issues

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attitude

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an attitude will guide the evaluation of the object but only if a person's memory activates it when she encounters the object

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attitude accessibility perspective

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frameworks that identify specific components and combine them to predict a consumer's overall attitude towards a brand or product

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attitude models

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anything towards which one has an attitude

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attitude object (A0)

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the perceived consequences of a purchase

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attitude towards the act of buying (Aact)

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a choice situation where both alternatives are undesirable

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avoidance-avoidance conflict

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a theory that considers relations among elements a person might perceive as belonging together, and people's tendency to change relations among elements in order to make them consistent or "balanced"

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balance theory

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the practice of pubicizing connections with successful people or organizations to enhance one's own standing

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basking in reflected glory

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a consumer's actions with regard to an attitude object

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behavior

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messages posted online in diary form

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blogs

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a communications tactic whereby an organization retains a well-known person to tout a product or cause on its behalf

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celebrity endorsements

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the beliefs a consumer has about an attitude object

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cognition

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a framework specifying that a number of elements are necessary for communication to be achieved, including a source, message, medium, receivers, and feedback

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communications model

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a strategy in which a message compares two or more specifically named or recognizably presented brands and makes a comparison of them in terms of one or more specific attributes

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comparative advertising

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belief that we form an attitude because it helps us to gain rewards or avoid punishment

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compliance

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the tendency for consumers to think of reasons why they should not believe a message

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counterarguing

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attitudes we form to protect ourselves either from external threats or internal feelings

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ego-defensive function

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the approach that one of two routes to persuasion (central verses peripheral) will be followed, depending on the personal relevance of a message; the route taken determines the relative importance of the message contents versus other characteristics, such as source attractiveness

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elaboration likelihood model (ELM)

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an attitude is initially formed on the basis of a raw emotional reaction

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experiential hierarchy of effects

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an attempt to change attitudes or behavior through the use of threats or by highlighting negative consequences of noncompliance with the request

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fear appeals

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a widely-used perspective that measures several attributes to determine a person's overall attitude

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Fishbein model

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approach based on the observation that a consumer is more likely to comply with a request if he or she has first agreed to comply with a smaller request

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foot-in-the-door technique

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states that attitudes exist because they serve some function for the person; consumers who expect that they will need to deal with similar situations at a future time will be more likely to start to form an attitude in anticipation

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functional theory of attitudes

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a fixed sequence of steps that occurs during attitude formation; this sequence varies depending on such factors as the consumer's level of involvement with the attitude object

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hierarchy of effects

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the process of forming an attitude to conform to another person's group's expectations

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identification

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deep-seated attitudes become part of our value system

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internalization

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the process of forming an attitude to provide order, structure, or meaning

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knowledge function

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in the social judgement theory of attitudes, the notion that people differ in terms of the information they will find acceptable or unacceptable; formed around an attitude standard - ideas following within this zone wil be favorably received, but those falling outside of this zone will not

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latitudes of acceptance and rejection

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the process of attitude formation for products that carry little risk or self-identity

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low-involvement hierarchy of effects

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the practice of promoting and selling goods and services via wireless devices including cell phones, PDAs and iPods

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M-commerce

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the tendency to like persons or things if we see them more often

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mere exposure phenomenon

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the use of an explicit comparison ("A" is "B") between a product and some other person, place, or thing

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metaphor

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those models that assume a consumer's attitude (evaluation) of an attitude object depends on the beliefs he or she has about several or many attributes of the object; the use of this model implies that an attitude toward a product or brand can be predicated by indentifying these specific beliefs and combining the to derive a measure of the consumer's overall attitude

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multiattribute attitude models

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a model that emphasizes multiple pathways to attitude formation

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multiple pathway anchoring and adjustment (MPAA) model

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the process in which a reference group helps to set and enforce fundamental standards of conduct

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normative influence

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when we don't care as much about a product, the way it's presented (e.g., who endorses it or the visuals that go with it) increases in importance

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paradox of low involvement

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popular strategy based on the idea that a marketer will be much more successful in persuading consumers who have agreed to let them try

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permission marketing

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an active attempt to change attitudes

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persuasion

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the belief that consumers value harmony among their thoughts, feelings, and behaviors and that they are motivated to maintain uniformity among these elements

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principle of cognitive consistancy

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calling attention to a product's negative attributes a persuasive strategy where a negative issue is raised and the dismissed; this approach can increase source credibility

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refutational arguments

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a literary device, frequently used in advertising that uses a play on words (a double meaning) to communicate a product benefit

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resonance

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an alternative (to cognative dissonance) explaination of dissonance effects; it assumes that people use observations of their own behavior to infer their attitudes towards some object

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self-perception theory

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comparing two objects that share a similar property

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simile

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the process whereby differences in attitude change between positive and negative sources see to diminish over time

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sleeper effect

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the perspective that people assimilate new information about attitude objects in light of what they already know or feel; the initial attitude acts as a frame of reference, and new information is categorized in terms of this standard

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social judgent theory

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the set of technologies that enable users to create content and share it with a large number of others

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social media

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a company executive or other biased source poses as someone else to tout his organization in social media

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sock puppeting

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the dimensions of a communicator that increase his or her persuasiveness, including expertise and attractiveness

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source attractiveness

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a comunication source's perceived expertise, objectivity, or trustworthiness

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source credibility

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the use of animated characters or fictional mascots as product representatives

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spokescharacters

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the traditional process of attitude formation that starts with the formation of beliefs about an attitude object

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standard learning hierarchy

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an additional component to the multiattribute attitude model that accounts for the effects of what we believe other peope think we should do

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subjective norm (SN)

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theory based on the premis that a state of tension is created when beliefs or behaviors conflict with one another; people are motivated to reduce the insconsistency and thus eleminate unpleasant tension

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theory of cognitivie dissonance

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an updated version f the Fishbein multiattribute attitude theory that considers factors such as social pressure and Aact (the attitude toward the act of buying a product), rather than simply attitudes towards the porduct itself

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theory of reasoned action

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states that the criterion of behavior in the reasoned action model of attitude measurement shoud be replaced with trying to reach a goal

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theory of trying

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the use of a mix of social media platforms to create a plot that involves consumers who try to solve puzzles or mysteries in the narrative

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transmedia storytelling

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the perspective that two seperate psychological processes are operating when a person is repeatedly exposed to an ad: repetition increases familiarity and thus reduces uncertainty about the product, but over time boredom increases with each exposure and at some point the amount of boredom incurred begins to exceed the amount of uncertainty reduced, resulting in wear-out

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two-factor theory

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states that we develop some attitudes towards products simply because they provide pleasure or pain

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utilitarian function

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states each individual develops attitudes towards products because of what they say about him or her as a person

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value-expressive function

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three stages of buying a car (according to Suburu)

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heart - focuses on the love owners show for their car
head - rational side of specific models
wallet - financial details of actually buying

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process by which messages delivered by happy people enhance our attitudes towards the product

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emotional contagion

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three levels of commitment

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compliance
identification
internalization

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something a person believes about himself, a behavior he performs or an observation about his surroundings

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cognitive element

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ways to reduce dissonance

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eliminate elements (stop smoking)
adding elements (Great Aunt Sofie smoked until she was 95 years old)
changing elements (questioning research / believing industry-sponsered messages)

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means that it (a goal) can be positive or negative

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valence

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our tendency to find more reasons to like something after we purchase it

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post-purchase dissonance

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discovering additional reasons to support the alternative we chose or identifying flaws with the options we did not choose

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rationalization

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exageration in which people percieve messages within their latitude of acceptance as more consistent with their position than it actually is

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assimilation effect

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exageration in which we tend to see messages that fall in our latitude of rejection as being more unacceptable than they actually are

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contrast effect

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traids contain:

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1. a person and his perceptions
2. an attitude object
3. some other person or object

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situation in where a person expresses liking or disliking for an attitude or object

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sentiment relation

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situation in which we think that a person is somehow connected to an attitude object

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unit relation

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characteristics of the Ao

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attributes

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cognitions about the specific Ao

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beliefs

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reflects the relative priority of an attribute to the consumer. Some attributes are more important than others..

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importance weights

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3 elements of basic multiattribute models

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attributes
beliefs
Importantance weights

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3 components of fishbein model

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Salient beliefs
Object-attribute linkages
Evaluation

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those beliefs about a particular object that a person considers during evaluation

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salient beliefs

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the probability that a particular object has an important attribute

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object-attribute linkages

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factors to measure SN

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1. intensity of norative belief
motivation to comply with that belief

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the belief that others believe we should take or not take some action

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normative belief (NB)

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the degree to which the consumer takes other's anticipated reactions into account when she evaluates a purchase

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motivation to comply (MC)

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basic psychological principles of why people change their minds

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reciprocity
scarcity
authority
consistency
liking
consensus

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psychological principle that states that we are more likely to give if first we receive

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reciprocity

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psychological principle that states that we find items more attractive when they are available

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scarcity

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psychological principle that suggests that we try to avoid contradicting ourselves in what we say and do about an issue

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consistency

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psychological principle that states that we tend to agree with those we like or admire

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liking

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psychological principle that suggests that we consider what others do before we decide what we will do

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consensus

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psychological principle that states we believe an authoritative source much more than one that is less authoritative

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authority

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when we finely tune our messages to suit very small groups of receivers

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narrowcast

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social media platforms

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blog
video blog
podcasting
virtual worlds
twitter
widgets
transmedia

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users post messages to the Web in diary form

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blog

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video diaries posted to site like youtube

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video blogging (vlogging)

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create your own radioshow that people can listen to either on their computers or ipods

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podcasting

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immersive digital environments (The Sims / 2nd Life)

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virtual worlds

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online posts that are limited to 140 characters

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twitter

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small programs users can download to their desktops or embed in blogs or profile pages

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widgets

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mixing of new platforms includes transmedia storytelling and alternate reality games

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transmedia formats

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processes that encourage the organization to make a positive impact on the various stakeholders in its community including consumers, employees, and the environment

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corporate social responsibility (csr)

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implies that a source's knowledge about a topic is not accurate

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knowledge bias

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occurs when a source has the required knowledge but we question his willingness to convery it accurately

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reporting bias

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a phenomenon that occurs when people react to other, similar stimuli in much the same way theye respond to the original stimulus

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halo effect

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manifestation of Hindu diety in superhuman or animal form; used online to mean a cyberspace presence represented by a character that you can move around inside a visual, graphical world

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avatar

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positive effects of messages

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showing convience of use
showing new product or new features
casting background
indirect comparison to other products
demo product in use
demo tangible results
no principle character

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negative effects of messages

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extensive info on components, ingredients ro nutrition
outdoor setting (msg gets lost)
large number of on-screen characters
graphic displays

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advertising campaigns that allow people to interact with the messages (ie: interactive posters or ads online)

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interactive advertising

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situation whereby the consumer no longer pas attention to the stimulus because of fatigue or boredom; caused by excess exposure

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habituation

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messages that present one or more positive attributes about the product or reasons to buy it

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supportive arguments

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types of appeals

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emotional
rational
sex
humor
fear

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method of persuasion that involves the standard hierarchy of effects; assumes that we carefully form an evaluate beliefs which guide our behavior; used under conditions of high involvement

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central route to persuasion

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method of persuasion that does not focus on the advertisers arguments; focuses on other cues such as the product's packaging, attractiveness of the source or context in which the message is received; used under conditions of low involvement

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peripheral route to persuasion

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drama vs lecture

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lecture - source speaks directly to audience to inform them a product or too persuade them to buy it;
drama - tells a story in words or pictures

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sources of information that are extraneous to the actual message

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peripheral clues