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14 Cards in this Set
- Front
- Back
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Structural model of attitudes |
Conation- the likelihood a consumer will undertake a specific action with regard to attitude object. Affective- consumers emotions or feelings about product Cognitive- knowlege and perceptions aquired via experience |
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Sources that influence on attitude formation |
Family and friends, direct marketing, mass media, internet, personal experience |
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5 Stratigies of attitude change |
-changing motivational function -associate product wit amired group -resolving 2 conflicting attitudes -changing beliefs about competitor brands |
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What is the elm model? |
Elaboration likelihood model.. The central route is relevent to attitude change when motivation is high. The peripheral route is relievent when consumers motivation is low |
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What is cognitive dissonance |
This occurs when the consumer holds conflicting thoughts about a belief or attitude of an object |
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Attribution theory |
Attemps to expain how people assign causality (blame or credit) to events. |
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Indirect refecernce groups |
Those inderviduals or groups with whom a person does not have direct face to face contact with eg sports stars, movie stars |
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Major reference groups |
Family, friends, social classes, selected subcultures, ones own culture, other cultures |
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Consumer related reference groups |
Friendship groups, work groups, virtual groups, shopping groups, brand communities and consumer action groups |
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Marketing created reference groups |
-the expert (special training or experience). -trade characters (spokes person). -common person appeals (everyday people) -other group appeals |
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Opinion leadership |
Is WOM or when one person informally influences the attitudes or actions of others |
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Stratigic marketing of WOM |
Buzz agents and viral marketing |
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Message framing |
Positive framing is when marketers stress the benifits gained of using a product. Negitive framing is where they stress the benifits to be lost by not using it. |
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Types of classes |
Affluent, middle class, working class, CUBs, lower middle class |
