Lecture 6

Question 1

Beliefs

Answer 1

Non-evaluative judgments

“Mountain Dew tastes sweet and citrusy, and it contains more caffeine than other soft drinks.”

Question 2

Attitudes

Answer 2

Evaluative judgments

“Mountain Dew tastes good.”

Question 3

Preferences

Answer 3

Comparative judgments of attitudes (not beliefs)

“Mountain Dew is better than Sprite.”

Question 4

Ambivalence

Answer 4

holding both positive and negative feelings (favorable and unfavorable evaluations) toward the same thing.

Question 5

Indifference

Answer 5

have no attitude at all

Question 6

Strength

Answer 6

how easily do we retrieve it from memory, how confident is it, how persistent, how resistant is it to change

Question 7

Direction

Answer 7

good/bad, ambivalence, indifference

Question 8

INTERNALIZATION level of commitment

Answer 8

Highest level: deep-seeded attitudes become part of consumer’s value system

Question 9

IDENTIFICATION level of commitment

Answer 9

Mid-level: attitudes formed in order to conform to another person or group

Question 10

COMPLIANCE level of commitment

Answer 10

Lowest level: consumer forms attitude because it gains rewards or avoids punishments

Question 11

self perception theory

Answer 11

Consumers may determine their attitudes towards an object based on their own behavior.

Behaving favorably towards an attitude object means favorable attitudes towards the object.

Behaving unfavorably towards an attitude object means unfavorable attitudes towards the object

Question 12

Multi-Attribute Attitude Model

Answer 12

Focus on (1) consumers’ beliefs about multiple product/brand attributes & (2) how important those attributes are to the consumer

Question 13

MAAM Model Procedure

Answer 13

• Identify relevant attributes
• Determine importance weights (w) for these attributes
• Determine beliefs (b) about brand/product on these attributes
• Sum values of all attributes used in evaluating the brand weighted by the importance of each attribute

Question 14

MAAM calculations

Answer 14

overall brand attitude = = w1b1 + w2b2 + w3b3 + …..

Question 15

Importance weights

Answer 15

indicate how much the consumer cares about each attribute

Question 16

Marketing Applications of the MAAM

Answer 16

• Change or reinforce consumer beliefs about your attributes
• Change or reinforce importance of attributes
• Add a new attribute
• Influence competitor’s ratings

Question 17

consistency principle

Answer 17

Consumers value cognitive coherence and are motivated to maintain consistency among their attitudes, values, and beliefs over time

Question 18

heider’s balance theory

Answer 18

• Considers how a person might perceive relations among different attitude objects and how he might alter attitudes to maintain consistency
• motivational theory of attitude change
• Triad attitude structures:
  
  • Person
  • Perception of attitude object
  • Perception of other person/object

Question 19

Persuasion

Answer 19

explicit attempt to influence consumers’ beliefs, attitudes, and/or behaviors

Question 20

Reciprocity

Answer 20

give a gift, not a pitch. The “free to you” approach. Many charities send out mailing labels with all of their solicitations

Question 21

Consistency

Answer 21

remind people of their previous behaviors. Ask rhetorical questions: “Are you the type of person who wouldn’t help a starving child?”

Question 22

Liking

Answer 22

flattery is the sincerest form of a compliment. “You are clearly an educated customer. Let me show the thing for you.”

Question 23

Authority

Answer 23

use support from leading experts in the field. “9 out of 10 dentists prefer Crest.”

Question 24

Scarcity

Answer 24

make it seem like the opportunity is rare or the availability of the product is limited. “One time offer!” Limited Edition versions

Question 25

Social Proof

Answer 25

People follow the lead of similar others

Question 26

The Science of Persuasion (Cialdini) - “Weapons of Influence”

Answer 26

reciprocity, consistency, liking, authority, scarcity, social proof

Question 27

Central Route Processing

Answer 27

-(High Involvement)
-Greater motivation and attention, higher perceived risk
More careful analysis of product attributes, analytical values-driven attitude construction, direct or imagined consumption experience, not as affected by peripheral cues
-Will differentiate between good and bad arguments
Enduring attitude change

Question 28

Peripheral Route Processing

Answer 28

-(Low Involvement)
-Limited ability or motivation to process message
Affected by peripheral cues, attractiveness of spokesperson, classical conditioning/associative learning, environmental factors, current moods, unconscious influences
-May not distinguish good arguments from bad ones
Less enduring attitude change

Question 29

persuasion knowledge model

Answer 29

In this model the consumer is the target

Question 30

persuasion knowledge model in action

Answer 30

Agents make persuasion attempts, which are frequently (but not always) counteracted by consumer’s persuasion coping behaviors. The intersection of coping behaviors and persuasions attempts is called the persuasion episode