MKTG 322 Exam 1 - FLASHCARDS - Attitudes and persuasion (1)

Question 1

What is the definition of an attitude?

Answer 1

A (relatively) global and enduring evaluation of an object, issue, person or action

Question 2

What is the ABC framework for attitude?

Answer 2

Affective: How do I feel? - I like Gatorade
Behavioral: How will I act? - I will buy Gatorade
Cognitive: What do I think? - Gatorade helps me

Question 3

What is balance theory?

Answer 3

Humans value harmony between their thoughts

Question 4

What is central route processing?

Answer 4

When thinking about a message requires effort

Question 5

What type of information is a one sided message?

Answer 5

Only positive information

Question 6

What type of information is a two sided message?

Answer 6

Positive and negative information

Question 7

What type of information is a comparative message?

Answer 7

direct or indirect comparisons

Question 8

What is the definition of persuasion?

Answer 8

The act of trying to influence a person’s attitude and/or behavior towards a product, person, object, or event

Question 9

What are Cialdini’s Principles of Persuasion?

Answer 9

1. Reciprocity
2. Scarcity
3. Liking
4. Authority
5. Consistency
6. Social proof
7. Unity

Question 10

What is reciprocity?

Answer 10

People feel they should repay a favor

Question 11

What does the sense of future obligation through reciprocity impact?

Answer 11

Social and market relationships
Future transactions/exchanges
Prosocial behavior

Question 12

What is it when you provide a person with a favor and then ask for one in return?

Answer 12

First tactic of reciprocity

Question 13

What are marketing examples of the first tactic of reciprocity?

Answer 13

• Marketers give free samples to increase the likelihood of a purchase
• Restaurant and hotel staff give mints to increase tips
• Charities give small gifts to solicit donations

Question 14

What is it when you ask for a big favor, and when the target refuses, ask for a small favor instead?

Answer 14

Second tactic of reciprocity

Question 15

What are marketing examples of the second tactic or reciprocity?

Answer 15

• Charities often open by asking for large donations, then “concede” by asking for smaller donations
• Labor negotiators often open extreme demands, then “concede” by asking for their actual needs
• Salespeople ask for referrals after being refused, which works better than asking for referrals upfront

Question 16

What is scarcity?

Answer 16

• Opportunities seem more valuable to us when their availability is limited.
• The same item becomes more appealing when it is framed as “scarce”

Question 17

What are marketing examples of scarcity?

Answer 17

• Companies charge more for “limited edition” products
• Companies advertise “one-time” or “limited-time” offers to
boost sales

Question 18

Why does scarcity work?

Answer 18

• Rareness signals value: valuable objects are rare, so people assume that the reverse must also be true
• Reactance: people desire things they are told they cannot have

Question 19

What is liking?

Answer 19

We are more likely to say yes to someone we like

Question 20

What factors increase likebility?

Answer 20

Similarity
Compliments

Question 21

What is authority?

Answer 21

• People follow the leaders, experts or figures of authority
• There is a tendency to do so in response to the mere symbols
of authority rather than to its substance

Question 22

What is consistency?

Answer 22

Once we make a choice or take a stand, we feel pressure to behave consistently with that commitment

Question 23

What are marketing examples of consistency?

Answer 23

• Ask customers to do a “small favor” and then in the future they will be more likely to do you another favor.
• Charities invite people to “like” or “follow” their causes via social media to cultivate donations

Question 24

What is social proof?

Answer 24

People will look to the actions of others to determine their own

Question 25

What is also known as consensus or conformity?

Answer 25

Social proof

Question 26

What increases social proof?

Answer 26

• The unanimity of the majority
• The public nature of the judgments
• The size of the group
• Similarity

Question 27

What refers to a shared identity that both the influencer and the target are part of?

Answer 27

Unity

Question 28

Why do consumers’ attitudes matter to marketers?

Answer 28

Attitudes influence behaviors. Behaviors influence attitudes

Question 29

Why do our own attitudes matter to us as consumers?

Answer 29

Attitudes simplify our decision making

Question 30

Selective exposure (internal)

Answer 30

Ex. fox news for conservatives and msnbc for liberals

Question 31

Selective exposure (external)

Answer 31

Ex. only talking and hanging out with people who have your same opinions or viewpoints

Question 32

Balance theory (essay question***)

Answer 32

Ex. Tom (consumer) loves coke, tom loves beyonce (stimuli), beyonce loves pepsi (brand) Alter traiad 1 (start liking pepsi), alter triad 2 (stop liking beyonce), downplay relationship, “leave the field” (stop thinking about it)

Question 33

What is foot in the door technique?

Answer 33

Compliance technique that a compliance tactic that assumes agreeing to a small request increases the likelihood of agreeing to a second, larger request. Start out with a small ask (very reasonable) and then it eventually makes people more likely to say yes to a larger ask. Ex. gillette giving free razors to males that turn 18

Question 34

What is door in the face technique?

Answer 34

A compliance method whereby the persuader attempts to convince the respondent to comply by making a large request that the respondent will most likely turn down. Starts out with a large ask and then moves to smaller asks that seem “more reasonable” Ex. Showing customer a G-wagon for $135k and then showing another mercedes suv for only $40k Ex. showing homes