ch 3 Flashcards
(22 cards)
characteristics of attitude
-learned or acquired, correspond to behaviour
-Attitudes formed via central
processing
-Attitudes formed via peripheral processing
-long-lasting
-short-lived
attitude is acquired through
-schemas, associative learning
schemas
way or organizing knowledge in memory. eg) What comes to mind when you think of fall
Marketers use a technique called what when associating with specific groups of consumers, such as soccer moms, NASCAR dads, or
millennials.
segmentation analysis
Manufacturing Positive Association-
branding and brand personality
-fostering a favourable image
-cultivating brand relationships.
Manufacturing Positive Associations- cause-related marketing (CRM)
-Feeling good, making a difference
Manufacturing Positive Associations- sloganeering, sponsorships
-Company slogans (kitkat)
Assessing Attitudes
Explicit Measures.
-Likert scale
- rating scale that uses strongly agree to disagree
Assessing Attitudes
Explicit Measures. -Semantic Differential scale
-using words like expert and inexpert, relaxed and tense
pitfalls of measuring attitude
-giving the polite or socially correct answer
-making up an attitude to stay informed
Visual Attitude Scales (VAS)
using visual faces to represent how you are feeling
Other Ways to Infer Attitudes: Respondents are quicker to identify adjectives that reflect their attitudes
and slower to identify adjectives contrary to their attitudes
-Implicit Association Test (IAT)
Other Ways to Infer Attitudes: Appearance cues
-clothing, mannerisms, posture, body art, can reveal attitudes
Fishbein & Ajzen’s model; Behavioural beliefs
“i would be better if i stopped drinking”
Fishbein & Ajzen’s model: descriptive norms vs injunctive norms
-refers to what people generally or typically do
-refers to what people should or ought to do
Fishbein & Ajzen’s model: perceived behavioural control
-Refers to their confidence in being able to perform the given behaviour
Cognitive Dissonance
-buying expensive items, later regretting it, and to make one feel better, researching positive views on it
Companies try to reduce cognitive dissonance by
-return policy, price matching, warranty, guarantees
To reduce cognitive dissonance, you can
-change your thought, behaviour,
ways to maintain consistency
-bargaining, denial, modifying attitude, communicating
Because people don’t want to appear unintelligent or uninformed, some respondents in public opinion polls will make up a position on an issue. This problem is known as
non-attitudes
