Mkt 231 Test 2 Chapter 7

Front 1

Attitude

Back 1

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

Attitudes tend to endure over time

Front 2

object

Back 2

anything toward which one has an attitude

Front 3

Functional theory of attitudes (4)

Back 3

Daniel Katz

Attitude determined by persons motives

ego-defensive
knowledge
utilitarian
value-expressive

Front 4

utilitarian function

Back 4

reward/punishment

cheeseburgers taste good

Front 5

value-expressive function

Back 5

self concept

what sort of man reads playboy?

Front 6

ego-defensive function

Back 6

protect from internal feelings

deodorant that stress the embarrassing consequences of being caught with odor

Front 7

knowledge function

Back 7

need for order, structure, or meaning

"bayer wants you to know about pain relievers"

Front 8

The ABC model of attitudes

Back 8

Affect
Behavior
Cognition

Front 9

affect (ABC model)

Back 9

refers to the way a consumer feels about an attitude object

FEEL

Front 10

behavior (ABC model)

Back 10

involves the persons intentions to do something with regard to an attitude object

TO DO

Front 11

cognition (ABC model)

Back 11

refers to the beliefs a consumer has about an attitude object

BELIEFS

Front 12

hierarchy of effects

Back 12

a fixed sequence of steps that occur en route to an attitude

eg. cognition -> affect -> behavior -> Attitude based on cognitive information processing

Front 13

the standard learning hierarchy

Back 13

approaches a decision as a problem-solving process

Jan golfing

Front 14

low-involvement hierarchy

Back 14

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

Nancys interest in golf is lukewarm

Front 15

the experiential hierarchy

Back 15

act on the basis of emotional reactions

Front 16

levels of commitment to an attitude

Back 16

commitment is related to involvement with an attitude object

Front 17

compliance

Back 17

lowest level of involvement, superficial


drink pepsi because the cafeteria sells it

Front 18

identification

Back 18

conform to another person or group

imitate the behavior of desirable models

Front 19

internalization

Back 19

high level of involvement

part of value system, very difficult to change

coca - cola reacted bad when they switched the formula

Front 20

the principle of cognitive consistency

Back 20

consumers value harmony among thoughts, feelings or behaviors

consumers will change their thoughts, feelings, or behaviors to make them consistent with their other experiences

Front 21

theory of cognitive dissonance

Back 21

i know this

marketers should supply them with additional reinforcement after they make purchases

Front 22

self-perception theory

Back 22

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

why would i buy it if i didnt like it?

Front 23

foot-in-the-door technique

Back 23

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

Front 24

Triad

Back 24

an attitude structure consisting of three elements

a person and his perceptions
an attitude object
some other person or object

Front 25

balance theory

Back 25

triads

if unbalanced triad, a state on tension occurs, the person changes his perceptions and restores balance

Front 26

unite relation

Back 26

element seen as belonging to or part of the other

Front 27

sentiment relation

Back 27

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

Front 28

marketing applications of balance theory

Back 28

celebrity endorsements

Front 29

attitude models

Back 29

specify elements that work together to influence evaluations of attitudinal objects

Front 30

multi attribute models

Back 30

consumers attitude will depend on the beliefs about several attributes toward the object

Front 31

multi attribute models specify 3 elements

Back 31

attributes
beliefs
importance weights

Front 32

fishbein model measures 3 components of attitude

Back 32

salient beliefs
object attribute linkages
evaluation

Front 33

salient beliefs

Back 33

beliefs people have about an attitudinal object.

i.e. those beliefs about the object that are considered during evaluation

Front 34

object-attribute linkages

Back 34

the probability that a particular object has an important attribute

Front 35

assumptions of the fishbein model

Back 35

ability to specify all relevant choice attributes

persons ability to properly identification, weight, and summing of attributes

Front 36

affect referral

Back 36

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

Front 37

shaq's commercial with pepsi

Back 37

most popular ad, fell 2%

just because you love it you wont buy it

Front 38

the theory of reasoned action

Back 38

intentions vs behavior
social pressure
attitude towards buying

Front 39

subjective norm

Back 39

normative belief
motivation to comply

Front 40

normative belief

Back 40

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

Front 41

motivation to comply

Back 41

degree to which consumers take into account anticipated reactions

Front 42

attitude toward the act of buying

Back 42

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

Front 43

changes to look for over time 3

Back 43

changes with age groups
scenarios about the future
identification of change agents

Front 44

identification of change agents

Back 44

social phenomena can alter peoples attitudes