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15 Cards in this Set
- Front
- Back
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Beliefs |
Non-evaluative judgements about product attributes and benefits. |
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Types of Beliefs |
Descriptive Informational Inferential |
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Descriptive beliefs |
based on direct experience with the product -physical dimensions -performance |
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Informational beliefs |
based on indirect experience from a secondary source. - Word-of-mouth, consumer reports, advertising |
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Inferential beliefs |
go beyond the information given or obtained - we make inferences about what we don't know based on what we do. for example, we don't know if the fiat 500 gets good gas mileage but we do know that most small cars do |
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Types of attributes |
Search Attributes: Easily assessed before purchase Experience Attributes: can only be assessed during or after consumption Credence Attributes- difficult to evaluate even after use because of lack of knowledge or expertise. Need extended use - durability, safety |
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Common Consumer Inferences |
Country of origin effect: German Cars Halo Effect: If a brand performs well in one attribute it will perform well in others. Devil Effect: If a brand performs poorly in one attribute it will perform poorly in others. |
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Attitudes |
An enduring evaluation of an object, issue or person. - evaluation is based on beliefs |
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Strong Attitudes |
are highly accessible from the memory, maintained with confidence, held with little uncertainty |
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Zenna & Rempel's Model |
Attitudes are composed of three underlying demensions 1. Beliefs 2. Affect (feelings, emotions) 3. Behaviour (action or intension to act) |
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Involvement |
The personal relevance or importance of an issue or situation |
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Situational Involvement |
based on the specific circumstances; what is important at the moment (current need, want, desire or interest) |
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Enduring Involvement |
relates to a specific issue or topics that is always important to the consumer |
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What are the dual process models of persuasion? |
1. Elaboration Likelihood Model (ELM) 2. Heuristic/ Systematic Model (HSM) |
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Five parameters of judgments |
1. Perceived relevance of information 2. Task demands 3. Congnitive resources 4. Non-directional Motivation 5. Directional Motivation |
