Chapter 7 Flashcards
(18 cards)
Attitude
lasting, general evaluation of people, objects, advertisements, or issues
Attitude Object
anything toward which one has an attitude
Utilitarian Function
Relates to rewards and punishments
Value-Expressive Function:
Expresses consumer’s values or self-concept
Ego-Defensive Function
Protect ourselves from external threats or internal feelings
Knowledge Function
Need for order, structure, or meaning
Standard Learning
Cognition, Affect, Behavior, Attitude
Low-Involvement Hierarchy
Cognition, Behavior, Affect, Attitude
Experiential Hierarchy
Affect, Behavior, Cognition, Attitude
Internalization
Highest Level of attitude commitment: deep seeded attitudes become part of consumer’s value system
Identification
Mid-level attitude commitment: attitudes formed in order to conform to another person or group
Compliance
Lowest level attitude commitment: consumer forms attitude because it gains reward or avoids punishments
Consistency Principle
We value/seek harmony among thoughts, feelings, and behaviors. We will change components to make them consistent.
Foot-in-the-Door Technique
Consumer is more likely to comply with a request if he has first agreed to comply with a smaller request
Low-Ball Technique
Person is asked for a small favor and is informed after agreeing to it that it will be very costly.
Social Judgement Theory
We assimilate new information about attitude objects in light of what we already know/feel.
The Traditional Communications Model
Source, Message, Medium, Consumers, fed back to source.
M-Commerce
Marketers promote goods and services via wireless devices
