Marketing Ii Chapter 7

Front 1

______ is a lasting, general evaluation of people (including oneself), objects, advertisements, or issues.

Back 1

attitude

Front 2

we call anything toward which one has an attitude an _______ _______

Back 2

attitude object

Front 3

Psychologist Daniel Katz developed the _________ theory of attitudes to explain how attitudes facilitate social behavior

Back 3

functional theory of attitudes

Front 4

_____ describes how a consumer feels about an attitude object

Back 4

Affect

Front 5

refers to his intentions to take action about it

Back 5

Behavior

Front 6

***__________ refers to the belief a consumer has about an attitude object

Back 6

Cognition

Front 7

You can remember these three components of an attitude as the _____ model of attitudes

Back 7

ABC model of attitudes

Front 8

Attitude researchers developed the concept of a _________ of effects to explain the relative impact of the three components

Back 8

hierarchy of effects

Front 9

________ assumes that a person approaches a product decision as a problem-solving process

Back 9

standard learning hierarchy

Front 10

________________________assumes that the consumer initially doesn't have a strong preference for one brand over another

Back 10

low-involvement hierarchy of effects

Front 11

according to the ______________ hierarchy of effects, we act on the basis of our emotional reactions.

Back 11

experiential

Front 12

***Coca-cola is an example of

Back 12

high level of involvement

internalization

standard learning hierarchy

Front 13

According to the principle of cognitive __________, we value harmony among our thoughts, feelings, and behaviors, and a need to maintain uniformity among these elements motivates us

:eg. girlfriend dump boyfriend or forgives him

Back 13

principle of cognitive consistency

Front 14

The theory of cognitive ___________ states that when a person is confronted with inconsistencies among attitudes or behaviors, he will take some action to resolve this "dissonance"

:eg. smoking cigarettes when they know its bad

Back 14

theory of cognitive dissonance

Front 15

____perception theory provides an alternative explanation of dissonance effects. It assumes that we observe our own behavior to determine just what our attitudes are, much as we assume that we know what another person's attitude is when we watch what he does.

Back 15

self-perception theory

Front 16

Strategy sales people call the _________ technique; they know that a consumer is more likely to comply with a big request if he agrees to a small one

Back 16

foot in the door technique

Front 17

______ _________ theory also assumes that people assimilate new information about attitude objects in light of what they already know or feel

:eg. a box is heavy cause of the weight of other boxes we left, we develop a subjective standard when we judge attitude objects

Back 17

social judgement theory

Front 18

One important aspect of the social judgement theory is that people differ in terms of the information they will find acceptable or unacceptable. They form ________ of acceptance and rejection around an attitude standard. They will consider and evaluate ideas falling within the latitude favorably, but they are more likely to reject out of hand those that fall outside of this zone

Back 18

Latitudes of acceptance and rejection

Front 19

_________ theory considers how a person perceives relations among different attitude objects, and how he alters his attitudes so that these remain consistent (or "balanced")

Back 19

Balance theory

Front 20

This type of model assumes that a consumer's attitude toward an attitude object depends on the beliefs she has about several of its attributes.

;eg. college example rep academic research opportunities

___________ attitude models

Back 20

Multiattribute attitude models

most popular model is called the Fishbein model

Front 21

Researchers tinkered with the Fishbein model to improve its predictive ability. They call the new version the theory of ________ action

Back 21

theory of reason action

Front 22

an additional component to the multiattribute attitude model that accounts for the effects of what we believe other people think we should do

;eg what Saundra's friends think about her going to an all female school

Back 22

Subjective norm (SN)

Front 23

MPAA model emphasizes multiple pathways to attitude formation, including outside-in(object-centered) and inside-out(person-centered pathways

Back 23

Multiple pathway anchoring and adjustment

Front 24

The theory of ______ states that we should replace the criterion of behavior in the reasoned action model of trying to reach a goal

Back 24

theory of trying

Front 25

_________ involves an active attempt to change attitudes

Back 25

Persuasion

Front 26

______________ model is a framework specifying that a number of elements are necessary for communication to be achieved, including a source, message, medium, receivers, and a feedback

source----->message--->medium--->consumers

Back 26

communications model

Front 27

__________ marketing acknowledges that a marketer will be much more successful when he communicates with the consumers who have already agreed to listen to him

Back 27

Permission marketing

Front 28

_-commerce, where marketers promote their goods and services via wireless devices, including cell phones, PDAs, and iPods.

Back 28

M-commerce

Front 29

source _________ refers to a communicator's expertise, objectivity, or trustworthiness.

Back 29

source credbility

Front 30

the process whereby differences in attitude change between positive and negative sources seem to diminish over time

Back 30

sleeper effect

Front 31

source ___________ refers to the social value recipients attribute to a communicator

;eg. physical appearanace, personality, social status, or similarity to the receiver

Back 31

source attractiveness

Front 32

____-factor theory explains the fine line between familiarity and boredom; it proposes that two separate psychological processes operate when we repeatedly show an ad to a viewer

Back 32

two-factor theory

Front 33

refutational __________ that first raise a negative issue and then dismiss it can be quite effective.

Back 33

refutational arguments

Front 34

__________ advertising refers to a strategy in which a message compares two or more recognizable brands and weighs them in terms of one or more specific attributes.

;eg. Arby's compaign with MikkyDs

Back 34

Comparative advertising

Front 35

***Do sex-related ads work?

Back 35

Although erotic content does appear to draw attention to an ad, its use may actually be counterproductive. In one 2010 survey, an overwhelming 61 percent of respondents said that sexual imagery in a product's ad makes them less likely to buy it. They do however, appear to work when the product is itself related to sex

Front 36

***Do fear appeals ads work ?

Back 36

Most research on this topic indicates that these negative messages are most effective when the advertisers uses only a moderate threat and when the ad presents a solution to the problem

Front 37

Many ads take the form of an ________: a story about an abstract trait or concept that advertises tell in the context of a person, animal, vegetable, or object

Back 37

allegory

Front 38

A ________ places two dissimilar objects into a close relationship such that "A is B";the use of an explicit comparison between a product and some other person, place, or thing

;;literary device

Back 38

metaphor

Front 39

comparing two objects that share a similar property

;;literary device

Back 39

simile

Front 40

Another type of literary device advertisers frequently use. It is a form of presentation that combines a play on words with relevant picture.

;eg:puns, berried treasure, women "running" the country

Back 40

Resonance

Front 41

ELM assumes that under conditions of high involvement, we take the central route to persuasion"steak". Under conditions of low involvement, we take a peripheral"sizzle" route instead

Back 41

Elaboration likelihood model