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MKT 305 > Chapter 8 > Flashcards

Chapter 8 Flashcards

1
Q

attitude object

A

anything toward which one has an attitude

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2
Q

functional theory of attitudes

A

attitudes exist because they serve some function for the person

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3
Q

utilitarian function

A

relates to the basic principles of reward and punishment . simply because of the they provide pleasure or pain.

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4
Q

value-expressive function

A

relate to consumer’s self-concept or central values. its about what they product says about him or her as a person

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5
Q

ego-defensive function

A

attitudes we form to protect ourselves either from external threats or internal feelings

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6
Q

knowledge function

A

form some attitudes because we need order, structure, or meaning

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7
Q

ABC model of attitudes

A

emphasizes the interrelationships about knowing, feeling, and doing

  • afftect: describes how a consumer FEELS about an attitude object
  • behavior: refers to the ACTIONS he or she takes towards the object
  • cognition: what he or she BELIEVES to be true about the attitude object
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8
Q

high-involvement hierarchy

A

assumes that a person approaches a product decision as a problem-solving process. forms beliefs, forms a feeling, then engages in a behavior

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9
Q

low-involvement hierarchy of effects

A

cognition(beliefs)…behavior….affect

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10
Q

experiential hierarchy of effects

A

affect… behavior…cognition

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11
Q

cognitive-affective model

A

proposes than an emotional reaction is ust the last step in a series of cognitive processes that follows sensory recognition of a stimulus and retrieval of info

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12
Q

independence hypothesis

A

affect and cognition are separate systems so that its not always necessary to have a cognition to elicit and emotional response

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13
Q

compliance

A

lowest level of involvement. form an attitude bc it helps us gain rewards or punishment

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14
Q

identification

A

form an attitude to conform to another persons or groups expectations

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15
Q

internalization

A

high level of involvement. deep-seated attitudes become part of our value system

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16
Q

principle of cognitive cosistency

A

value harmony among our thoughts, feelings, and behaviors and need to maintain uniformity among these elements motivates us

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17
Q

self-perception theory

A

we observe our own behavior to determine just what our attitudes are

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18
Q

foot-in-the-door technique

A

consumers are more likely to comply w a big request if they agree to smaller ones first

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19
Q

social judgement theory

A

people assimilate new info about attitude objects in light of what they already know or feel

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20
Q

latitudes of acceptance and rejection

A

consider and evaluate ideas falling within the latitude favorable, but they are more likely to reject out of hand those that fall outside of this zone

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21
Q

balance theory

A

considers how ppl perceive relations among different attitude objects, and how they alter their attitudes so that these remain consistent

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22
Q

celebrity endorsements

A

marketers hope that the star’s popularity will transfer o the product

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23
Q

multi-attribute attitude modes

A

consumers’ attitude towards an attitude object depends on the beliefs they have about several of its attributesq

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24
Q

normative influence

A

can result in a contradiction between what we say we will do and what we actually do when the moment of truth arrives

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25
subjective norm
what we believe other people think we should do
26
attitude toward the act of buying
focuses on the perceived consequences of a purchase
27
attitude accessibility persepective
behavior is a function of the person's immediate perceptions of the attitude object
28
theory of trying
states that we should replace the criterion of behavior in the reasoned action with TRYING to reach a goal
29
persuasion
active attempt to change attitudes
30
reciprocity
more likely to give if first we receive
31
scarcity
items are more attractive when they aren't avaliable
32
authority
believe an authoritative source much more readily than one that is less authoritative
33
consistency
people try not to to contradict what they do and say
34
liking
we agree with those we like or admire
35
consensus
consider what others do before we decide what to do
36
permission marketing
marketer will be more successful when he or she communicates with consumers who have already agreed to listen to him or her
37
disclaimers
often hear at the end of a commercial message that supply additional info the advertiser is required to provide
38
sleeper effect
people appear to "forget" about the negative source and change their attitudes anyways ex: Wendy's annoying commercials
39
native advertising
digital messages designed to blend into the editorial content of the publications in which they appear
40
knowledge bias
implies that a sources knowledge about a topic is not accurate
41
reporting bias
occurs when a source has the required knowledge but we question his/her willingness to convey it accurately
42
source attractiveness
social value recipients attribute to a communicator ex: physical appearance, personality, social status
43
shared endorsements
what our peers think and how they rate a product or service
44
halo effect
we assume that persons who rank high on one dimension excel on others as well
45
spokescharacters
boost viewers recall of claims that ads make and also yield higher brand attitudes ex: pillsbury doughboy, chester cheetah
46
mere exposure phenomenon
people tend to like things that are more familiar to them, even if they were not that keen on them initially
47
two-factor theory
fine line between familiarity and boredom
48
refutational arguments
first raise a negative issue and then dismiss it... effective
49
comparative advertising
message that compares two or more recognizable brands and weighs them in terms of one or more specific attributes
50
source derogation
the consumer may doubt the credibility of a biased peresentation
51
martyrdom effect
ppl tend to donate more money when they have to suffer a bit for the cause ex: ice bucket challenge
52
M-commerce
marketers promote their goods and services via wireless devices
53
transmedia storytelling
communications media that range from web sites, blogs, and email to recorded phone calls and even graffiti messages scrawled in public spaces
54
reality engineering
occurs when marketers appropriate elements of popular culture and use them as promotional vehicles ex: products in movies, scents in stores
55
guerrilla marketing
promotional strategies that use unconventional means and venues to encourage word of mouth about products ex: bathroom stale ads
56
product placement
insertion of real products in fictional movies, tv shows, books, and plays
57
advergaming
online games merge w interactive advertisements that let companies target specific types of consumers
58
plinking
act of embedding a product or service link in a video
59
sex appeals
vary from country to country ex: cheeky
60
humor appeals
funny advertisements get attention; inhibits counterarguing (consumer thinks of reasons why he or she doesn't agree w message)
61
fear appeals
emphasize the negative consequences that can occur unless the consumer changes behavior or an attitude
62
allegory
story about an abstract trait or concept that advertisers tell in the context of a person, animal, vegetable, or object
63
metaphor
places two dissimilar objects into a close realtionship
64
simile
compares two objects
65
resonance
presentation that combines a play on words w relevant picture ex: ambulance picture with a drunk driving ad
66
Elaboration Likelihood Model
high involvement: central route to persuasion (cognitive responses...belief and attitude change..behavior change) low involvement: belief change..behavior change..attitude change
67
paradox of low involvement
when we dont care as much about a product, the way it's presented increases the importance

MKT 305 (11 decks)

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