Chapter 8 Terms Flashcards
(16 cards)
what is functional theory of attitudes?
theory that attitudes exist because they serve some function for the person
why is it important?
it helps explain why people hold certain attitudes
how many functions are there in this theory?
4 functions: knowledge, utilitarian, ego-defensive, and value expressive.
what is the ABC model of attitudes?
a multidimensional perspective stating that attitudes are jointly defined by affect, behavior, and cognition
what is the principle of cognitive consistency?
belief that consumers value harmony among their thoughts, feelings, and behaviors and that they are motivated to maintain uniformity among these elements
what is the multiattribute attitude models about?
models that assume a consumer’s attitude (evaluation) of an attitude object depends on the beliefs he or she has about several or many attributes of the object
implies that an attitude toward a product or brand can be predicted by identifying these specific beliefs and combining them to derive a measure of the consumer’s overall attitude.
what is reality engineering?
it is the process whereby elements of popular culture are appropriated by marketers and become integrated into marketing strategies
what is the elaboration likelihood model?
it is the approach that one of two routes to persuasion will be followed, depending on the personal relevance of a message
what influences the strength of an attitude and how does it affect behavior?
attitudes vary in strength and conviction. strongly held attitudes lead to consistent behaviors. A person’s beliefs shape their attitudes.
how does social pressure influence consumer behavior?
social norms shape decisions effectively than logical appeals. people are more likely to engage in behaviors when they see others doing the same
why is attitude toward purchasing important?
people’s feelings about the act of buying an object influence behavior more than their evaluation of the object itself
e.g. college student may support condom use in theory but hesitate to buy them due to embarrassment.
What is the concept of subjective norm (SN) in attitude formation?
Subjective norm explains how a person’s choices are influenced by what they believe others expect
What are the two main types of message appeals in advertising?
Emotional appeals target feelings, while rational appeals rely on logic. Emotional ads may have lasting effects but are harder to measure, while rational ads tend to be better remembered.
How do sex appeals impact advertising effectiveness?
Sex grabs attention but can be polarizing. It works best when relevant to the product (e.g., lingerie), but excessive sexual content can decrease interest in romantic products for men or distract from brand messaging.
How do humor appeals influence consumer perception?
Funny ads improve recognition and can reduce counterarguments, making the message more persuasive. However, their impact on recall and product attitudes is inconsistent.
What makes fear appeals effective?
Fear-based ads highlight negative consequences to change behavior. They work best when presenting a moderate threat along with a clear solution—excessive fear can make consumers disengage
