Ch. 8 Attitudes & Persuasion Flashcards

1
Q

attitude

A

evaluation of people, objects, advertisements or issues that tend to last

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2
Q

attitude object (AO)

A

anything toward which one has an attitude

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3
Q

Forming Attitude Internalization

A

deep-seeded attitudes become part of consumers value system

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4
Q

Forming Attitude Identification

A

attitudes formed in order to conform to another person or group

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5
Q

Forming Attitude Compliance

A

consumer forms attitude because it gains rewards or avoids punishments

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6
Q

Consistency principle

A

we value harmony among thoughts, feelings, and behaviours

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7
Q

cognitive dissonance

A

state of having inconsistent thoughts

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8
Q

Balance theory

A

considers how a person might perceive relations among different attitude objects and how he might alter attitudes to remain balanced

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9
Q

balance theory triad structure

A

person
perception of attitude object
perception of other person/object

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10
Q

the fishbein model

A

multi attribute model, measures there components of attitudes

  1. salient beliefs (brand specific)
  2. attributes
  3. evaluation (priority)
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11
Q

source attractiveness

A

perceived social value association with the source

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12
Q

two factor theory repetition

A

familiarity vs. boredom

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13
Q

comparative advertising

A

message compares 2+ recognizable brands on specific attributes

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14
Q

Sales Techniques (3)

A
  1. foot-in-the door technique
  2. low-ball technique
  3. door in the face technique
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15
Q

foot in the door technique

A

consumer is more likely to comply with a request if he has first agreed to comply with a smaller request

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16
Q

low-ball technique

A

person is asked for a small favour and is informed after agreeing to it that it will be very costly

17
Q

door in the face technique

A

person is first asked to do something extreme (which he refuses) then asked to do something smaller

18
Q

changing attitudes based on psychological principals (6)

A
  1. reciprocity
  2. scarcity
  3. authority
  4. consistency
  5. liking
  6. consensus
19
Q

reciprocity

A

more likely to give if we receive first

20
Q

scarcity

A

things not available more desirable

21
Q

authority

A

believe authoritative sources

22
Q

consistency

A

try not to contradict

23
Q

liking

A

agree with those we like or admire

24
Q

consensus

A

consider what others do before deciding what to do

25
Q

source attractiveness (4)

A
  1. appearance
  2. personality
  3. social status
  4. similarity to receiver