Mkt 231 - Chapter 7

Front 1

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

- help to determine whom a person chooses to date, what music she listens to, whether she will recycle, or whether she chooses to become a consumer researcher for a living

Back 1

attitude

Front 2

anything toward which one has an attitude

Back 2

object

Front 3

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

EX: 1950 homemaker rejects instant coffee - threatened their conception of capable homemaker

Back 3

Ego defensive

Front 4

need for order, structure, or meaning

EX: when faced with a new product

Back 4

knowledge

Front 5

pleasure and pain

EX: reward/punishment

Back 5

utilitarian

Front 6

consumer's central values or self-concept

EX: "What sort of man reads playboy?"

Back 6

Value-expressive

Front 7

the way a consumer feels about an attitude object

Back 7

affect

Front 8

involves the person's intentions to do something with regard to an attitude object

Back 8

behavior

Front 9

beliefs a consumer has about an attitude object

Back 9

cognition

Front 10

fixed sequence of steps that occur en route to an attitude

Back 10

hierarchy of effects

Front 11

attitudes exist because they serve some function for the person

Back 11

functional theory of attitudes

Front 12

approaches a decision as a problem-solving process

Back 12

standard learning hierarchy

Front 13

- no strong initial preference
- acts on limited knowledge
- evaluation after product trial

Back 13

low-involvement hierarchy

Front 14

act on the basis of emotional reactions

Back 14

experiential hierarchy

Front 15

commitment is related to involvement with an attitude object

Back 15

levels of commitment to an attitude

Front 16

person forms an attitude because it helps in gaining rewards or avoiding punishments from others - very superficial

Back 16

compliance

Front 17

attitudes are formed in order to conform to another person or group

Back 17

identification

Front 18

consumer internalizes deep-seated attitudes and they become part of her value system

Back 18

internalization

Front 19

to maintain consistency, must maintain a positive attitude toward the project

Back 19

self-perception theory

Front 20

consumers will comply with a request after agreeing to a smaller request

Back 20

foot-in-the-door technique

Front 21

taking action to reduce the dissonance by changing an attitude or modifying a behavior

Back 21

theory of cognitive dissonance

Front 22

consumers distort information so that it fits with what they already believe or think they know

Back 22

attitudinal commitment

Front 23

an attitude structure consisting of three elements
- a person and his/her perceptions of
- an attitude object,
- some other person or object

Back 23

triad

Front 24

element seen as belonging to or part of the other

Back 24

unit relation

Front 25

two elements linked because one has expressed a preference for the other

Back 25

sentiment relation

Front 26

specify elements that work together to influence evaluations of attitude objects

Back 26

attitude models

Front 27

consumer's attitude objects will depend on the beliefs about several attributes toward the object

Back 27

multi-attribute models

Front 28

-attributes -> scholarly reputation
-beliefs -> college is strong academically
-importance weights -> research opportunities vs. athletic programs

Back 28

multi-attribute specify 3 elements

Front 29

choose products because of association with a lifestyle

Back 29

choosing products

Front 30

allow consumers to pursue ways to enjoy life and express social identities

Back 30

goal of lifestyle marketing

Front 31

must look at patterns of behavior to understand consumers

Back 31

adopting lifestyle marketing

Front 32

measures 3 components of attitude:
- salient beliefs -> considered during evaluation
- object-attribute linkages -> probability of object to have an important attribute
- evaluation -> of important attribute

Back 32

fishbein model

Front 33

-ability to specify all relevant choice attributes
- identification, weight, and summing of attributes

Back 33

assumptions of fishbein model

Front 34

process by which a consumer's overall attitude is formed by an overall affective response

Back 34

affect referral

Front 35

distinguish between firmly held attitudes and those that are superficial

Back 35

intentions vs. behavior

Front 36

belief that others believe an action should or should not be taken

Back 36

normative belief

Front 37

degree to which consumers take into account anticipated reactions

Back 37

motivation to comply

Front 38

how someone feels about buying due to the perceived consequences of a purchase

Back 38

attitude toward the act of buying