Consumer Behavior Exam #2 Ch. 7-11

Front 1

Attitude

Back 1

– lasting, general evaluation of people (including oneself), objects, advertisements, or issues. Anything that people can have an attitude towards is known as an attitude object.

Front 2

Functional theory of attitudes

Back 2

– developed by psychologist Daniel katz – attitudes exist because they serve some function for the person. They are determined by a person’s motives.

Front 3

Utilitarian function

Back 3

– reward and punishment. People develop some attitudes toward products based on whether they provide pleasure or pain. Cheap and reliable.

Front 4

Value expressive function

Back 4

– express the consumer’s central values or self concept. Attitudes are based on what a product says about them as a person. Maxim magazine.

Front 5

Ego-defensive function

Back 5

– form to protect ourselves either from external threats or internal feelings. Buy products to cover up insecurities. Ie – Marlboro cigarettes for someone who doesn’t feel masculine enough.

Front 6

Knowledge function

Back 6

– formed because of our needs for order, structure, or meaning. Often present when a person is in an ambiguous situation or is confronted with a new product. “bayers wants you to know about pain relievers.

Front 7

Affect

Back 7

– refers to the way a consumer feels about an attitude object.

Front 8

Behavior

Back 8

– involves the person’s intentions to do something with regard to an attitude object (intention does not always result in behavior).

Front 9

Cognition

Back 9

– beliefs a consumer has about an attitude object.

Front 10

ABC Model of Attitudes

Back 10

Affect, behavior, cognition

Front 11

Hierarchy of effects –

Back 11

explains the relative impact of the three components. Each hierarchy specifies that a fixed sequence of steps occurs en route to an attitude.

Front 12

Low involvement hierarchy of effects

Back 12

– consumer does not initially have a strong preference for one brand over another, but instead she acts on the basis of limited knowledge and then she forms an evaluation only after the product has been purchased or used. IE – consumer buying paper towels might remember bounty’s slogan, and not compare each brand.

Front 13

Experiential hierarchy of effects –

Back 13

consumers act on the basis of their emotional reactions. Proves that attitudes can be affected by intangible product attributes like packaging, advertising, etc. IE – Terri watches tv with friends, regardless of what’s on.

Front 14

Emotional contagion –

Back 14

messages happy people deliver enhance our attitude toward the product.

Front 15

Cognitive affective model –

Back 15

argues that an affective judgment is but the last step in a series of cognitive processes.

Front 16

Independence hypothesis –

Back 16

affect and cognition involve two separate, partially independent systems; affective responses do not always require prior cognitions.

Front 17

Attitude toward the advertisement –

Back 17

predisposition to respond in a favorable or unfavorable manner to a particular advertising stimulus during a particular exposure occasion. Determinants include attitude toward the advertiser, evaluations of the ad itself, mood, etc. (Aad)

Front 18

Three emotional dimensions of commercials:

Back 18

pleasure, arousal, intimidation.

Front 19

Levels of Commitment –

Back 19

related to their level of involvement with the attitude object.

Front 20

Compliance –

Back 20

lowest level of involvement, a person forms an attitude because it helps in gaining rewards or avoiding punishments from others. This attitude is superficial;; will change when others are not monitoring the person’s behavior. A person may drink Pepsi regularly because that’s all a cafeteria sells.

Front 21

Identification –

Back 21

occurs when attitudes are formed in order to conform to another person or group. Code Red from gap is the perfect example.

Front 22

Internalization –

Back 22

at a high level of involvement, a consumer internalizes deep seated attitudes and they become part of their value system. Difficult to change.

Front 23

Principle of cognitive consistency –

Back 23

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

Front 24

Theory of cognitive dissonance –

Back 24

when a person is confronted with inconsistencies among attitudes or behaviors, he will take some action to resolve this dissonance perhaps by changing an attitude or modifying a behavior.

Front 25

Self perception theory

Back 25

– provides an alternative explanation of dissonance effects. Assumes that people use observations of their own behavior to determine what their attitudes are, just as we assume that we know the attitudes of others by watching what they do. We must maintain consistency, must have positive attitudes toward products only because we bought them.

Front 26

Foot in the door technique –

Back 26

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

Front 27

Social judgment theory –

Back 27

assumes that people assimilate new info about attitude objects in light of what they already know or feel.

Front 28

Latitudes of acceptance and rejection –

Back 28

people form these around an attitude standard. Ideas that fall within a latitude will be favorably received, those that fall outside will not.

Front 29

Balance theory –

Back 29

considers relations among elements a person might perceive as belonging together. Contains three elements – 1. A person and his perceptions of (2) an attitude object and (3) some other person or object.
-Elements go together in one of two ways.
Unit relation: we see one element as somehow belonging to or being a part of the other.
Sentiment relation: two elements are linked because a person has expressed a preference or dislike for the other.

Front 30

Attitude models –

Back 30

try to specify the different elements that might work together to influence people’s evaluations of attitude objects.

Front 31

Multiattribute attitude models –

Back 31

because attitudes can be complex, these have been extremely popular among marketing researchers. This model assumes that a consumer’s attitude (evaluation) toward an attitude object (Ao) depends on the beliefs she has about several or many attributes of the object.

Front 32

3 Elements of Multiattribute models –

Back 32

Attributes are characteristics of the Ao. Beliefs are cognitions about the specific Ao. Importance weights reflect the relative priority of an attribute to the consumer.

Front 33

Fishbein model

Back 33

– Most influential multiattribute model.
1. Salient beliefs – people have about an Ao.
2. Object attribute linkages – or the probability that a particular object has an important attribute.
3. Evaluation – of each of the important attributes.

Front 34

Theory of reasoned action –

Back 34

newer fishbein. Its ability to predict relevant behavior has been improved.