M3 Attitudes and persuasion

Question 1

what are attitudes

Answer 1

learned predispositions to respond to people, ideas, things in a consistent way (favorable or unfavorable)

Question 2

3 components of attitudes

Answer 2

affective: based on emotions

behavioral (behavioral conation): based on actions

cognitive (beliefs): based on thoughts/beliefs about something’s properties

Question 3

do we feel or think first? (affective before cognitive?)

Answer 3

feel –> think

Question 4

4 affective aspects of attitudes

Answer 4

1) values
2) sensory reaction
3) aesthetics
4) classical conditioning

Question 5

moreland and Beach’s study on attraction and familiarity

Answer 5

4 different women; visited a class a different number of times throughout the semester

visited more –> more highly rated by students (due to exposure alone)

Question 6

why does familiarity influence affect

Answer 6

2 factor theory: repeated exposure and perceptual fluency both contribute to affect

exposure increases perceptual fluency

perceptual fluency increases positive affect for the stimulus

Question 7

what is the weakest base of attitudes

Answer 7

behavior - inferring attitudes from peoples’ behavior toward an onject

Question 8

cognitive aspects of attitudes

Answer 8

rely on properties/facts

weigh +/- aspects to determine overall attitude

Question 9

what are the different hierarchies for determining the basis for the attitude

Answer 9

1) the learning hierarchy
2) the emotional hierarchy
3) the low-involvement hierarchy (don’t need to know)

Question 10

what is the order of the learning hierarchy for the basis of attitudes

Answer 10

think –> feel –> act
cognition –> affect –> behavior

Question 11

what is the order of the emotional hierarchy for the basis of attitudes

Answer 11

feel –> act –> think
affect –> behavior –> cognition

Question 12

what do you need to do to maximize persuasion

Answer 12

fight fire with fire

match argument to basis of attitude (affectively based attitude –> make affectively based argument)

Question 13

what are the 3-4 types of involvement dependent attitudes?

Answer 13

low involvement (emotional and rational) - something we don’t care much about

high involvement emotional (perfume)

high involvement rational (paper towels)

Question 14

how to start persuasive argument for low involvement emotional

Answer 14

mood

Question 15

how to start persuasive argument for low involvement rational

Answer 15

1-2 features of the pdt

Question 16

how to start persuasive argument for high involvement emotional

Answer 16

intense emotion

Question 17

how to start persuasive argument for high involvement rational

Answer 17

consider multiple features

Question 18

utilitarian products are primarily ____ based

Answer 18

cognitiviely

Question 19

social identity products are mostly ___ based

Answer 19

affectively

Question 20

examples of utilitarian pdts

Answer 20

car insurance, appliances, computers

Question 21

examples of social identity pdts

Answer 21

perfume, designer pdts, alcohol

Question 22

what happens if you try to sell a cognitive pdt with an affective ad/approach

Answer 22

people remember the ad/the emotion but not your pdt/the brand

Question 23

whats the cognitive-affect mismatch hypothesis

Answer 23

behavior toward same attitude object may fluctuate depending on which aspect of our attitude is activated by the situation

Question 24

La Piere study findings

Answer 24

asked hotels and restaurants for reservation with asian couple during time of prejudice

behaviorally, all but 1 said yes

sent written requests to same places

affectively, 92% had negative affect and said no

La Piere decided that attitudes do not predict behavior

Question 25

what are the 2 general situations where attitude predicts behavior

Answer 25

1) attitudes are strong 2) low situational pressures

Question 26

what 4 things contribute to attitude strength

Answer 26

1) if they've been stable over time 2) if they are important 3) if they are easily accessible (due to repeated use) 4) if they were formed through direct experience

Question 27

what is the theory of reasoned action

Answer 27

predict one's behavior from their brand attitude, which is the sum of all expectations * weight/value of the expectation

Question 28

how can other people be incorporated into the theory of reasoned action

Answer 28

take others' beliefs (normative beliefs) and multiply with how important that person's opinion is to you (norm evaluations/motivation to comply) --> subjective norms sum the subjective norm and brand attitude --> intention --> behavior

Question 29

what's the attitude function theory

Answer 29

Katz proposed attitudes serve one of 4 fxns for the person

Question 30

4 functions of attitudes in the attitude fxn theory

Answer 30

1) knowledge fxn: attitudes structure and organize info --> make life more predictable 2) value expressive: communicate important beliefs/values to other people 3) ego defensive: help consumers feel safe and secure/accepted; protect self esteem 4) utilitarian (adjustment): help us approach pleasure and avoid pain

Question 31

balance theory

Answer 31

we seek balance among attitude-objects

Question 32

2 aspects of brand loyalty

Answer 32

1) purchasing support (behavioral) 2) attitudinal commitment (underlying attitude)

Question 33

4 profiles of consumers in terms of brand loyalty

Answer 33

high A, high B --> loyals high A, low B --> variety seekers low A, high B --> habituals low A, low B --> switchers