Brainscape's Knowledge GenomeTM

Browse over 1 million classes created by top students, professors, publishers, and experts.


See full index

Be a: Marketing Theory > Lecture Unit 8: Consumer Attitudes and Influencing Attitudes > Flashcards

Lecture Unit 8: Consumer Attitudes and Influencing Attitudes Flashcards

1
Q

What is attitude?

A

= is an enduring organization of motivational, emotional, perceptual and cognitive processes with respect to some aspect of our environment

  • It is a learned predisposition to respond in a consistently favorable or unfavorable manner with respect to a given object
  • Thus, an attitude is the way one thinks, feels and acts toward some aspect of his or her environment, such as a retail store, television program or product
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
2
Q

What is consumer attitude?

A

=is a predisposition consumers have toward a product or service

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
3
Q

What are some cosumer attitude examples?

A

Examples:
- consumers might be skeptical about the value of a new type of technology

  • they might hold a negative opinion about a particular brand due to past experiences
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
4
Q

What are the two types of attitutdes?

A
  • Explicit attitudes are conscious beliefs that can guide decisions and behavior
  • Implicit attitudes are unconscious beliefs that can still influence decisions and behavior
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
5
Q

What are the 3 dimensions of attitudes?

A
  • Attitude strength: Strong attitudes are those that are firmly held and that highly influence behavior
  • Attitude accessibility: refers to the ease with which it comes to mind
  • Attitude ambivalence: refers to the ratio of positive and negative evaluations that make up that attitude.
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
6
Q

Define the 3 attitude components and their manifestation

A

Affective:
- Emotion or feelings about specic attributes or overall object (>Manifestations)

Cognitive:
- Beliefs I about specific attributes or overall object (>Manifestations)

Behavioral:
- Behavioral intentions with respect to specific attributes or overall object (>Manifestations)

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
7
Q

What are multiattribute attitude models?

A

= Models that examine the composition of consumer attitudes in terms of selected product attributes or beliefs:

  • attitude-toward object model
  • attitutde-toward behavior model
  • theory of reasoned action model
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
8
Q

What is attitude-toward object model?

A
  • attitude is a function of the presence of certain beliefs or attributes
  • useful to measure attitudes toward product and service categories or specific brands
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
9
Q

What is attitude-toward behavior model?

A
  • the attitude toward behaving or acting with respect to an object (rather than the attitude toward the object itself)
  • corresponds closely to actual behavior
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
10
Q

What is the theory of reasoned-action model?

A
  • includes cognitive, affective and conative components
  • includes subjective norms in addition to attitude
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
11
Q

What is affective component?

A
  • Feelings or emotional reactions to an object
  • increasingly used by marketers to provide a richer understanding of attitudes than that based solely on the cognitive or “thinking” component
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
12
Q

Why are marketers increasingly turning their attention to the affective component of attitudes?

A

To provide a richer understanding of attitudes than that based solely on the cognitive or “thinking” component.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
13
Q

What are the two types of benefits and attitudesof affective component

A
  • Utilitarian/functional benefits and attitudes
  • hedonic/emotional benefits and attitudes.
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
14
Q

Affective component: What is the impact of aestheically pleasing product design`?

A
  • Aesthetically pleasing or interesting product designs can evoke powerful emotional responses
  • that are such a critical aspect of the affective component of attitudes
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
15
Q

What are the three components of an overall attitude?

A
  • Affective Component (feelings),
  • Cognitive Component (beliefs),
  • Behavioral Component (response tendencies).
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
16
Q

What are factors that may account for inconsistencies? (Attitude components)

A
  • Lack of need
  • Lack of ability
  • Relative attitudes
  • Attitude ambivalence
  • Measurement
  • Situational factors
  • Weak beliefs and affect
  • Interpersonal influence
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
17
Q

What are the different attitutde change strategies?

A
  • Change the Cognitive Component
  • Change the Affective Component
  • Change the Behavioral Component
18
Q

How to change the Affective component? (Attitude change strategies)

A
  • Classical Conditioning
  • Affect toward the ad or website
  • Mere Exposure
19
Q

How to change the Cognitive component? (Attitude change strategies)

A
  • Change Beliefs
  • Shift Importance
  • Add Beliefs
  • Change Ideal
20
Q

How to change the behavior component? (Attitude change strategies)

A
  • Behavior may precede the development of cognition and affect
  • It may also occur in contrast to cognitive and affective components
21
Q

What is the elaboration likelihood model (ELM) about?

A

= is a theory about how attitudes are formed and changed under varying conditions of involvement

22
Q

What are the core tentants of the elaboration likelihood model (ELM)?

A

= Compared to attitudes formed under the peripheral route,

attitudes formed under the central route tend to be

  • stronger
  • more resistant to counter-persuasion attempts
  • more accessible from memory, and
  • more predictive of behaviors
23
Q

What are the two routes to persuasion in the Elaboration Likelihood Model?

A
  • Central route to persuasion and
  • Peripheral route to persuasion
24
Q

What characterizes the central route to persuasion? (Involvement, attention, thoughts, persuasion)

A
  • High involvement with product, message, or decision
  • Strong attention focused on central, product-related features and factual information
  • Conscious thoughts about product attributes and use outcomes; considerable elaborative activities
  • Persuasion generally alters product beliefs, which influence brand attitude, which influences purchase intentions
25
Q

What characterizes the peripheral route to persuasion? (Involvement, attention, information processing, persuasion)

A
  • Low involvement with product, message, or decision
  • Limited attention focused on peripheral, nonproduct features and feelings
  • Low or nonconscious information processing; few or no elaborative activities
  • Persuasion operates through classical conditioning; affect change, attitude toward the ad, and nonconscious belief changes lead to behavioral and attitude change
26
Q

What are peripheral cues and central cues?

A

Peripheral Cues (PCs): influence persuasion under LOW involvement but not high involvement

Central Cues (CCs): influence persuasion under HIGH involvement but not low involvement

BUT: there are caveats and exceptions relating to cue relevance and competitive situation

27
Q

What is the cue relevance in the example of an attrative model for ads?

A
  • An attractive model (and her hair) may be decision irrelevant (PC) in an ad for a car,
  • but decision relevant (CC) in an ad for shampoo
  • In this case, the attractive model would influence persuasion under high involvement for shampoos but not for cars
28
Q

When can PCs influence persuasion under high involvement in competitive situations?

A

= PCs can influence persuasion under high involvement in competitive situations when:

  • Central cues neutralize due to homogeneity across competing brands (PC then becomes tie breaker)
  • Attribute tradeoffs across central cues engenders decision difficulty which PCs help to alleviate
29
Q

What are the key points of consumer resistance to persuasion?

A
  • Consumers are not passive to persuasion attempts
  • Consumers are often skeptical (an individual characteristic) and resist persuasion
  • Consumers frequently infer an advertiser’s intent and respond in light of that presumed selling intent
30
Q

What are the “resisting brand attacks” that consumers use when they feel an advertisers intent? (Atttitude change)

A
  • Discrediting
  • Discounting
  • Containment
31
Q

What are the 3 types of communication characteristics?

A
  • Source characteristics (Who delivers message)
  • Appeal characteristics (How message is communicated)
  • Message structure characteristics (How message is presented)
32
Q

What is important for source characteristics?? (3)

A
  • Source credibility: persuasion is easier when the target market views the message source as highly credible
  • Celebrity sources: can be effective in enhancing attention, attitude toward the ad, trustworthiness, expertise
  • Sponsorship: often work in much the same manner as using a celebrity endorser
33
Q

When is the effectiveness of celebrity source improved?

A

effectivness is enhanced when marketers match:

  • Target audienece actual or ideaal self-cooncept
  • image of the product
  • Image of the endorser
34
Q

What are the appeal characteristics?

A
  • Humorous appeals
  • Emotional appeals
  • Comparative ads
  • Fear appeals
  • Value-expressive vs. utilitarian appeals
35
Q

appeal characteristics:

What is value expressive vs. utilitarian appeals? and when is it most effective?

A

Value-expressive appeals
- attempt to build a personality for the product or
- create an image of the product user

  • Most effective for products designed to enhance self-image or provide other intangible benefits
36
Q

appeal characteristics:

What is value expressive vs. utilitarian appeals? And when is it most effective?

A

Utilitarian appeals
- involve informing the consumer of one or more functional benefits that are important to the target market

  • Most effective for functional products
37
Q

What is important to consider regarding “message structure charactteristics?

A
  • One-Sided vs. Two-Sided Messages
  • Positive vs. Negative Framing
  • Nonverbal Component
38
Q

Message structure characteristics: Positive vs. Negative framing:

What is attribute framing?

A

Attribute Framing: Only a single attribute is the focus of the frame

For example, describing beef as either
- 80% fat free (positive frame) or
- 20% fat (negative frame)

39
Q

Message structure characteristics: Positive vs. Negative framing:

What is Goal framing?

A

Goal Framing: Message stresses either positive aspect of performing an act or negative aspects of not performing the act.

For example, having a yearly mammogram **
- Benefits of having mammogram emphasized (positive** frame)
- Risks of not having mammogram
emphasized (negative)

40
Q

Message structure characteristics: Positive vs. Negative framing:

What are non-verbal components?

A
  • Nonverbal component can influence attitudes through affect, cognition, or both
  • Emotional ads often rely primarily or exclusively on nonverbal content to drive emotional responses
  • These can include: pictures, music, surrealism

Be a: Marketing Theory (14 decks)

Brainscape helps you reach your goals faster, through stronger study habits.
© 2024 Bold Learning Solutions. Terms and Conditions