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12 Cards in this Set

  • Front
  • Back
Define Attitude
Long time, General Evaluations about: People, objects, advertisements, and issues
Define Attitude Object
Ao: What an attitude is directed at
Functional Theory of Attitudes
-The types of functions
-who came up with this theory?
Utilitarian F(x): Reward/punishment, pleasure/pain
Ego Defensive F(x): Protection from Internal feelings/External Threats
Value Expressive F(x): Values/Self-concept
Knowledge F(x): Ambiguous situation, Confronting a new product
-Daniel Katz
How do marketers use functions?
they emphasize which function their products express the most
ABC Model of Attitudes
Components:
-Affect: Feelings about product
-Behavior: Intentions of Action
-Cognition: Beliefs about a product
Hierarchies of effect
Standard Learning: Cognition->Affect->Behavior (High Involvement)
Low-Involvement: Behavior->Affect->Cognition
-Evaluates after purchase
Experiential:Affect->Cognition->Behavior
-Act on the basis of our emotional reactions
Emotional Contagion
Experiential Hierarchy of effect: Happy people delivery enhances our feelings about a product
Degrees of Commitment to an Attitude
Compliance: Low level of involvement, Avoid punishment or gain reward... Likely to change if alternative is given or nobody monitors our behavior.
Identification: Conform to another person's or group's expectation
Internalization: High level of involvement, attitude becomes part of our value system
Define principle of cognitive consistency
If necessary we will change our thoughts, feelings, or behaviors to make them consistent with our experiences
Theory of cognitive dissonance:
-Cognitive elements
-How do we reduce dissonance
-Marketer's role
Cognitive element: Something a person believes about himself, behavior he performs, or observation about his surroundings
o dissonance occurs when theres inconsistency between beliefs and behaviors
-Eliminating, adding, or changing
-We have to supply additional postpurchase reinforcement to reduce Postpurchase dissonance!
Define Self-perception theory
-Marketing Application
observe our own behavior to determine attitude
Marketing: We maintain consistency by inferring that we have a positive attitude towards a product if we bought or consumed it
Self-perception theory: Foot-in-the door technique
consumer is more likely to comply with a big request if he agrees to a smaller one