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45 Cards in this Set
- Front
- Back
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Attitudes
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The overall belief someone has toward an object, What they know about that object, How they feel toward that object, How they behave toward that object
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Favorability
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Whether someone likes or dislikes something
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Accessibility
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How easily something can be remembered
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Confidence
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How strong that attitude is
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Persistence
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How long you've had that attitude
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Resistance
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How hard it is to change
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Affective
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How you feel
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Cognitive
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What you know
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Behavioral
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How you act
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Multiattribute Model
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Attitude= the sum of (Belief*Importance)
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Elaboration Likelihood Model
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Message effectiveness depends on consumers' level of involvement
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Theory of Reasoned Action
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Attitude does not always lead to behavior, Behavior Intention=Attitude+Subjective Norm
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Reciprocity
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We want to return a favor with another favor
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Scarcity
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Scarce products being seen as high value
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Authority
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People listen to people in uniform or in a suit, Milgram's experiment
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Consistency
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People try not to contradict themselves in terms of what they say and do about an issue
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Liking
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We agree with those we like/admire
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Why do we like people/things?
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Physical attractiveness, Similarity, Compliments, Contact
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Consensus
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We consider what others do before we decide what to do
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Motivation
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The reason for a behavior; What drives us to achieve our goals/wants/needs/desires-can be psychologically, physiologically, or environmentally driven
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High effort behavior
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A purchase of an innovation based on considerable decision-making effort
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Motivated reasoning
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We have a conclusion in our mind, process information to get to that conclusion, Search for information that goes with what we want to believe
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What affects motivation?
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Personal relevance, Values, Needs, Goals
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Maslow's Hierarchy of Needs
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Physiological, Safety, Social, Egoistic, Self-Actualization
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Characteristics of needs
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Are dynamic, Exist in hierarchy, Internally or externally aroused
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Appraisal Theory
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4-dimensions: Certain vs. Uncertain, Good for me vs. bad for me, Relevant vs. Irrelevant, What it is caused by
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Perceived Risk
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uncertainty that a consumption decision does not satisfy the consumers' needs or goals, and leads to negative consequences
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Performance Risk
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When product is not performing as it should
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Financial Risk
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If it costs money to get it fixed
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Physical Risk
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ex: Eat food after expiration date
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Social Risk
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Embarrassment
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Psychological Risk
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Negative emotions
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Time Risk
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How much time spent on fixing the product
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Three basic roots of selfhood
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We know about ourselves; Self, defined by how others see us, Making choices and exerting control
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Self-concept
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The beliefs a person holds about his/her own attributes, and how he/she evaluates these qualities
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Real vs. Ideal Selves
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More likely to purchase products that reflect your real self, Ideal self is our conception of how we would like to be
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Self-esteem
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The positivity of a person's self-concept
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Self-Presentation
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Self defined by interpersonal relationships
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Multiple Selves
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Based on our roles, we have multiple selves; You don't have just one role in society
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Self/product congruency
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The product is consistent with our self image
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Extended Self
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A product becomes part of yourself
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Self-Regulation
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The self's capacity to alter and change itself and it's states, particularly so as to bring them into line with standards such as goals, ideals, or rules
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Standards
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Ideas about what ought to be
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Monitoring
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Paying attention to and keeping track of the behavior that is to be changed
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Willpower
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an energy resource that is expended during acts of self-control
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