Lecture 5 Flashcards
(27 cards)
What is an attitude in consumer behaviour?
A lasting, general evaluation of people, products, or issues that guides behaviour.
What is the ABC model of attitudes?
Affect: How you feel
Behaviour: What you do/intend to do
Cognition: What you believe
What are the four functions of attitudes?
Utilitarian, Value-expressive, Ego-defensive, Knowledge (Katz, 1960).
What is an attitude object (Ao)?
Anything toward which a person holds an attitude.
What is the hierarchy of effects model?
Sequence of attitude formation: Affect, Behaviour, Cognition — varies by situation.
What is the high-involvement hierarchy?
Cognition → Affect → Behaviour (rational evaluation first).
What is the low-involvement hierarchy?
Cognition → Behaviour → Affect (based on limited involvement).
What is the experiential hierarchy?
Affect → Behaviour → Cognition (emotion-driven).
What is the consistency principle?
We seek harmony between beliefs, feelings, and behaviours.
What is cognitive dissonance?
Mental discomfort from inconsistency between attitudes and behaviour.
What is balance theory?
Consumers want consistency in a triad of relationships (person, object, other).
Why do celebrity endorsements work (balance theory)?
Consumers transfer their positive feelings for the celebrity to the brand.
What are the three components of the Fishbein model?
Salient attributes (i)
Belief strength (bᵢ)
Evaluation (eᵢ)
What is the Multiattribute Attitude Model (Fishbein)?
Attitude = Σ(belief × evaluation) for each product attribute.
What does a compensatory model mean?
Poor performance in one area can be balanced by good performance in another.
How can marketers use the Multiattribute Model?
Highlight advantages
Strengthen beliefs
Add attributes
Shift evaluation importance
What is the Theory of Reasoned Action (TRA)?
Behaviour is driven by intention, shaped by attitude toward behaviour and subjective norms.
What are subjective norms in TRA?
Beliefs about what others think we should do (social pressure).
What is the Theory of Planned Behaviour (TPB)?
Adds perceived behavioural control to TRA to account for situations where choice isn’t fully voluntary.
What is persuasion?
An active attempt to change attitudes using strategies like authority, scarcity, reciprocity, etc.
What are Cialdini’s 6 principles of persuasion?
Reciprocity, Scarcity, Authority, Consistency, Liking, Consensus.
What is source credibility?
How knowledgeable and trustworthy the message source appears.
What is source attractiveness?
How physically/socially appealing the source is to the audience.
What is the halo effect?
One positive trait (e.g., attractiveness) leads people to assume other positive traits.
