EXAM 2

Question 1

What are the three components of Attitude

Answer 1

• Cognitive
• Affective
• Behavioral

Question 2

What is Cognitive Attitude

Answer 2

Beliefs about the object

Question 3

What is Affective Attitude

Answer 3

Feelings about the object

Question 4

What is Behavioral Attitude

Answer 4

Tendency to behave toward the object

Question 5

Functions of Attitudes (4)

Answer 5

• Utilitarian function
• Knowledge function
• Value Expressive
• Ego-defensive

Question 6

What is Value Expressive Attitude Function

Answer 6

consumers express their core values, self-concept, and beliefs to others

Question 7

What is Ego-Defensive Attitude Function

Answer 7

a defense mechanism for consumers to avoid facts or to defend themselves from their own low self-concept

Question 8

What does Favorability Mean

Question 9

What does Accessibility/Salience Mean

Answer 9

I can remember my attitude toward it

Question 10

What does Strength/confidence Mean

Answer 10

Im sure I like it

Question 11

What does Persistence Mean

Answer 11

Ive liked it a long time and will continue to like it

Question 12

What does Resistance to Attack Mean

Answer 12

Ill like it no matter what anyone says about it

Question 13

What does the Heirarchy of Effects do?

Answer 13

Identifies the order in which beliefs, attitudes and behaviors occur

Question 14

High Involvement
Low Involvement
Experimental
Behavioral Influence

Answer 14

Cognition - Affective - Behavior
Cognition - Behavior - Affective
Affect - Behavior - Cognition
Behavior - Cognition - Affective

Question 15

What does a Multi Attribute Model Do?

Answer 15

Describe how consumers combine beliefs about objects to form attitudes

Question 16

What does the Fishbein Model Look at?

Answer 16

attitude-toward-the-object

Question 17

What does the TORA Model Look at?

Answer 17

attitude-toward-the-act

Question 18

What are Multi Attribute Models used for?

Answer 18

Used to predict consumer’s attitudes and behavioral intentions by understanding their cognitive structures

Question 19

Is TORA model allowed to have Attribute Changes?

Answer 19

YES

Question 20

Describe the ELM Model

Answer 20

Question 21

FACTORS AFFECTING THE ROUTE TO PERSUASION

Answer 21

Motivation to
elaborate
* need for cognition
* involvement
* prior interest
* accountability
* consequences that are immediate

Ability to elaborate
* repetition
* lack of distraction
* written messages versus audio
* prior knowledge

Question 22

What are Central Cues

Answer 22

Strength of arguments (i.e., about
the product, its attributes, the
consequences)
* Source attractiveness

Question 23

What are Peripheral Cues

Answer 23

• Source attractiveness
• Contextual stimuli (pictures, music)
• Mood
• Mere number of arguments

Question 24

Sometimes central cues can be processed peripherally and vice versa

Question 25

CONSEQUENCES FOR ATTITUDES

Answer 25

Peripheral Route: - Low Involvement - Based on peripheral Cues - Minimal Cognitive Responses - Relatively temporary Effect - Weak Attitudes Central Route - High Involvement - Based on Message Arguments - Cognitive Responses Generated - Relatively enduring attitude changing - Strong Attitudes

Question 26

Implicit importance, benefit segments

Question 27

What is the Hierarchy of Advertising Effects? (PACYRB)

Answer 27

- Be presented (P) - Be attended to (A) - Be Comprehended (C) - Yield Conclusions (Y) - Cause Retention of Beliefs (R) - Result in the Desired Behavior (B)

Question 28

AFFECTIVE MODELS OF PERSUASION

Answer 28

the “soft sell” approach leverages low-involvement routes to persuasion * can be explained by ELM (peripheral route) * can be explained by several affective and motivational models of persuasion

Question 29

Classical Conditioning

Answer 29

Question 30

THE MERE EXPOSURE EFFECT

Answer 30

* repeated exposure to a neutral or likeable stimulus might increase liking for it * familiarity breeds liking * however, repeated exposure to a negative stimulus might exacerbate the dislike too * familiarity breeds contempt * might explain why so much money is spent on billboards and on including the logo/brand name of a company on many products * might also explain the mechanism through which “product placement” in movies and television shows works

Question 31

The Dual-Mediation Hypothesis (Attitude toward the AD)

Answer 31

Affect can transfer directly from the ad to the brand. According to the dual-mediation hypothesis, Aad affects Ab either through beliefs or liking.

Question 32

BALANCE THEORY (HEIDER)

Answer 32

Consumers are motivated to maintain perceived consistency in the relations found in a system * Based on the consistency principle * Consistency principle: Human beings prefer consistency among their beliefs, attitudes, and behaviors

Question 33

What are the three types of Message Appeals

Answer 33

- Fear - Humor - Sex

Question 34

Fear Appeals

Answer 34

* Fear appeals (e.g., cigarette warning labels) * Can be effective when combined with an easily implemented coping strategy * High levels of fear can backfire

Question 35

Humor Appeals

Answer 35

* Humor (e.g., Budweiser frogs) * Funny ads can stand out, positive affect can transfer to the brand * High levels of humor can distract and limit information processing

Question 36

Sex Appeals

Answer 36

* Sex appeals * Frequently used as peripheral cues in an ELM approach * Highly explicit content can backfire (e.g., offensive, direct attention away from the brand)

Question 37

How to Measure attitude

Answer 37

1. Use multi-attribute models (Fishbein, TORA), measure attitude components, and construct overall attitudes 2. Use conjoint analysis, measure overall attitude (utility) 3. Use qualitative methods to explore attitudes

Question 38

Question 39

CONJOINT EXPERIMENTS

Answer 39

To study the impact of an attribute, vary it while holding other attributes constant. Do so for each attribute