Class 7 Flashcards
(31 cards)
What is the functional attitude theory?
Suggests that beliefs & attitudes are influential to various psychological function
What are the 3 attitudes components?
A: Affect; the way consumer feels about an attitude object
B: Behaviour; Person’s intentions regarding an objects
C: Cognition; Beliefs a consumer have regarding an object
What is the hierarchy of effects?
Importance of each components depends on consumer motivation toward attitude object
High involvement: C-A-B (Attitude BASED on Cognitive process)
Low-involvement: C-B-A (Attitudes based on Behaviour learning)
Experiential: A-B-C (Attitude based on hedonic)
What are the three attitude commitment?
INTERNALIZATION; its the highest level: deep-seeded attitudes become part of consumers’ value
IDENTIFICATION: the mid-level: attitude formed in order to conform to another group
COMPLIANCE: the low-level: because it gains reward or avoid punishment
What is the cognitive dissonance?
Inconsistency in attitudes and behaviour that produced a psychological tension
What is the self-perception theory?
When attitudes are not clear so we look at our behaviour like an observer would do
What is the multi-attribute models?
Assumes that attitude will depends on the beliefs of several attributes of the objets and the importance weight
What is the fishbein model?
AJK = SUM of all (the attribution of the characteristics*the weight)
Ex: [(80.4)=design + (80.3)= durability]=total for phone A
What is persuasion?
Active attempt to change attitudes
What are the 4 dimensions for changing attitudes?
- Recoprocity
- Scarcity
- Authority
- Consistency
- Consensus
What is reciprocity?
Exchanging things for mutual benefits
What is the indirect reciprocity or door-in-the-face technique?
Request something that would never appends, once rejected, you make a more reasonable offer
Why scarcity?
People assign more value to opportunities that are less available. We are more motivated when we can lose something instead of gaining something of equal value (loss aversion)
What is exploitation?
Limited number or limited time
Why authority?
We tend to much more believe authoritative sources. It comes from systematic socialization. (ex: suits, uniform, titles, etc)
Why consistency?
After be commited people are more likely to agree with request inline with this commitment
They are more effective when they are Active, Public, Effortful or Internal motivated
What is consensus? (or social proof)
Determine what is correct by finding what others (similar people) think. We are unsure of ourselves when the situation is unclear, we go look for other to guide our behaviour.
What is the traditional communication model?
Start with SOURCE To pass, a MESSAGE, by a MEDIUM, To reach, CONSUMERS And then get FEEDBACK from them
What are the advertising options?
WHO will be give the message
WHAT media will transmit it
HOW should message be constructed
TO WHOM, What target market will influence the ad’s acceptance
What is the source effect?
Same words have different meanings told by different people (depends on source credibility and attractiveness)
What is the match-up theory?
We match the source and type of product
ex: experts for utilitarians products, celebrities for social acceptance, typical consumer for everyday product
What is source credibility?
How consumer believe that the source is competent. Credible source is important
What is source attractiveness?
Positive perception. Can be with physical appearance, personality, social status, similarity
What is the HALO effect?
Good looking people are thought to be smarter, cooler, and happier
