Lecture 5 – ATTITUDES & EMOTIONS Flashcards
Attitudes
= overall evaluation of how much we like/ dislike an object, issue, person, action
Attitudes are based on:
- cognition
- emotions
cognition
- evaluation of past experiences
- consideration of values & social identity
- lay beliefs & experiences
how attitudes are created
- advertisements
- product reviews
- informational cues
- quality of consumer experience
- experience vs initial expectations
- quality of other people’s experience
how can companies affect attitudes
- source credibility
- message
To overcome persuasion knowledge
- hide marketer identification
- communicate through independent sources
To increase persuasiveness of messages:
- comparative messages (illegal)
- two- sided messages
emotions
= specific psychological reaction ot appraisal
Emotions involve:
- psychological processing
- physical responses
valence
= extent to which a feeling is positive or negative
why you want consumers to feel positive
- people are hedonic
- can lead to positive attitudes
- emotions from separate experiences can spillover to the product
valence
= positive or negative value of the emotion
arousal
= intensity of the emotions BUT we will perform well until a certain level of intensity, then performance decreases
peak-end rule
= people judge the experience based on:
- its peak
- its end
cognitive appraisal theory
Individuals evaluate and interpret situations based on their perceived personal relevance, potential outcomes, and ability to cope, influencing their emotional responses and behavioural reactions.
