Exam #2 Flashcards

Question

Why is Attitude Strength important?

Answer 1

Attitude strength is important for attitude change because strong attitudes are harder to change.

Answer 2

Attitudes exist to serve some Function.

Answer 3

Utilitarian function Value- Expressive Function Ego-Defensive Function Knowledge Function

Answer 4

Consumers use attitudes as ways to maximize rewards and minimize punishment. Providing would-be customers with something useful. Example: I like the taste of diet coke, so when I am thirsty I want to drink diet coke.

Answer 5

Products help you express your values and self-concept.

Answer 6

Protect ego and self-image from external threats.

Answer 7

Need for order, structure, or meaning.

Answer 8

Is when a consumer is confronted with inconsistencies among attitudes or behaviors, she/he will take action to resolve the "dissonance”.

Answer 9

Considers relations among elements that a consumer might perceive as belonging together.

Answer 10

Basking in reflected glory:” consumers want to show association with a positively valued attitude object Examples: * Consumers: college football fans * Attitude object: winning college football team * Marketers use celebrity endorsers of products to create positive associations.

Answer 11

A= Attitude toward a brand Bi = Belief that the brand possesses attribute i Ei = Evaluation or desirability of attribute i I = attribute 1, 2, ... m.

Answer 12

It Considers intentions versus behavior. Attitude toward buying: measure attitude toward the act of buying, not just the product. Considers social pressure

Answer 13

States that a number of elements are necessary for communication to be achieved.

Answer 14

Consumers are now proactive in the communications process: blogging, Vlogging, Podcasting, etc...

Answer 15

Over time, we “forget” about negative source while changing our attitudes. Example: Mr. Whipple “Don’t squeeze the Charmin!”

Answer 16

Are made of supportive arguments, that presents only one point of view about a product, idea, person, etc...

Answer 17

Is when both positive and negative information is presented. * Negative issue are raised, then dismissed. * Positive attributes refute negative attributes. Effective with well-educated and not-yet-loyal audiences.

Answer 18

Compares two recognizable brands on specific attributes. Examples: Gmail vs. Outlook and Pepsi vs. Coca Cola. But, confrontational approach can result in source derogation.

Answer 19

It describes how people process information. * It also hints at how attitude can be modified (i.e., persuasion). * Two factors are important: Involvement and perceivability/processing Involves Central Route and Peripheral Route.

Answer 20

High-Involvement Processing – Cognitive responses are followed

Answer 21

Low-involvement Processing- Influenced by peripheral cues (e.g., attractiveness of sources, product package, context in which the message appears).

Answer 22

Use emotional strategy when consumers do not find differences among brands. * Well-established, mature categories

Answer 23

Appeals to logic, thinking, and rationale. Recall of ad contents is better for “thinking” ads. (Note: conventional measures of ad effectiveness is more adequate to assess cognitive ads.)

Answer 24

Different cultures have different senses of humor * Humorous ads get attention * May be a distraction at times * Inhibit counter-arguing, thus increasing message acceptance. Effective when it: * Doesn’t make fun of potential consumer * Is appropriate for product’s image * NOT EVERYTHING IS FUNNY!

Answer 25

Sexual appeals vary by country. Negative: Nude models generate negative feelings/tension among same-sex consumers. Erotic ads draw attention, but strong sexual imagery may make consumers less likely to: * Buy a product (unless product is related to sex) * Process and recall ad’s content

Answer 26

Emphasize negative consequences that can occur unless consumer changes behavior/attitude. Fear is common in social marketing Most effective when: * Threat is moderate * Solution to problem is presented * Source is highly credible * The strongest threats are not always the most persuasive

Answer 27

1. Need Recognition 2. Information 3. Evaluation of Alternatives 4. Purchase Decision 5. Purchase Act 6. Post Purchase Evaluation

Answer 28

No Problem happens when Ideal State = Actual State Opportunity Recognition: Actual state can be ideal state. Need Recognition: The need for your actual state to be your ideal state.

Answer 29

Search is internal from memory and attitudes.

Answer 30

Happens when you search for information from catalogs, peers & family, and other’s attitudes.

Answer 31

Deliberate (Active) Search and Accidental (Passive) Search

Answer 32

Product knowledge & amount of search creates an inverted U relationship. So the U is facing downward for example unhappy frown the edges are going down.

Answer 33

Satisfiers consider few aspects of a purchase. Maximizers consider all aspects of a purchase.

Answer 34

Negative correlations related to maximization is less happiness, optimism, and life satisfaction.

Answer 35

"Positive Correlations" were found between maximization and depression, perfectionism, and regret.

Answer 36

Unplanned buying: reminded to buy something. Impulse buying: sudden, irresistible urge to buy

Answer 37

Is when a product display or demonstration draws attention (e.g., free samples).

Answer 38

Consumers under-value their “gain” options and over-value their “loss” options.

Answer 39

Reluctant to waste something we have paid for. Example: Having paid the price of the ticket you watch the movie even though it might not be good, since you already paid for it.

Answer 40

Is an emotional bias that causes individuals to value an owned object higher than another/same product. Example: You value your umbrella over the same umbrella even if it might be new.

Answer 41

Price-Quality Heuristic Country-of-Origin Effects Assumptions

Answer 42

Higher price = higher quality

Answer 43

How a country’s origin influences the way we perceive a product.

Answer 44

Larger stores offer better prices than smaller stores Items tied to “giveaways” are not a good value Healthy = Expensive and Healthy = Less tasty

Answer 45

Time pressure Cognitive load Low involvement situations Need for cognitive closure (vs. need for cognition)

Answer 46

Desire for a definite answer/result, no ambiguity/second guessing/confusion.

Answer 47

Promotion Strategy: Is when a company promotes qualities of a product/service. Example where the product is actually from. Masking Strategy: Uses false/tricky stimuli to make you think/associate a certain aspect to a product when there is no actual correlation, like products using flags/names of countries the product is not actually from,

Answer 48

It gives a product a chance to make up for its shortcomings. Simple additive rule and Weighted additive rule

Answer 49

The consumer chooses the alternative that has the largest number of positive attributes.

Answer 50

Is when the consumer rates certain positively rated attributes more important than others.

Answer 51

A product with a low standing on one attribute can’t compensate for this flaw by doing better on another attribute. Lexicographic rule, Elimination-by-aspects rule, and Conjunctive rule.

Answer 52

Is when consumers selects the brand that is the best on the most important attribute.

Answer 53

Is when the buyer also evaluates brands on the most important attribute (based on a cut-off value).

Answer 54

Least satisfy/include a certain amount of positive attributes, Entails processing by brand (all cut-offs must be met).

Answer 55

Is the tendency and enjoyment in seeking, evaluating, and integrating multiple relevant sources.

Answer 56

It is hypothesized that this occurs because those with high (low) power perceived a greater (lesser) degree of control over the anthropomorphized entity. Results suggest that feelings of power should be taken into consideration when assessing risk perceptions for anthropomorphized entities.

Answer 57

When people are presented with health claims about an ingredient, they are not familiar with, they will use this intuitive theory to judge how important the ingredient is for overall health based on the price of the product. This is supported by dual process models, which suggest that intuition can bias how information about health and price is processed. This leads to people having a distorted view of what is considered healthy. People tend to demand more evidence when claims oppose their intuition.

Exam #2 Flashcards

(81 cards)