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12 Cards in this Set
- Front
- Back
Define Attitude
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Long time, General Evaluations about: People, objects, advertisements, and issues
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Define Attitude Object
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Ao: What an attitude is directed at
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Functional Theory of Attitudes
-The types of functions -who came up with this theory? |
Utilitarian F(x): Reward/punishment, pleasure/pain
Ego Defensive F(x): Protection from Internal feelings/External Threats Value Expressive F(x): Values/Self-concept Knowledge F(x): Ambiguous situation, Confronting a new product -Daniel Katz |
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How do marketers use functions?
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they emphasize which function their products express the most
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ABC Model of Attitudes
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Components:
-Affect: Feelings about product -Behavior: Intentions of Action -Cognition: Beliefs about a product |
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Hierarchies of effect
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Standard Learning: Cognition->Affect->Behavior (High Involvement)
Low-Involvement: Behavior->Affect->Cognition -Evaluates after purchase Experiential:Affect->Cognition->Behavior -Act on the basis of our emotional reactions |
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Emotional Contagion
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Experiential Hierarchy of effect: Happy people delivery enhances our feelings about a product
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Degrees of Commitment to an Attitude
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Compliance: Low level of involvement, Avoid punishment or gain reward... Likely to change if alternative is given or nobody monitors our behavior.
Identification: Conform to another person's or group's expectation Internalization: High level of involvement, attitude becomes part of our value system |
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Define principle of cognitive consistency
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If necessary we will change our thoughts, feelings, or behaviors to make them consistent with our experiences
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Theory of cognitive dissonance:
-Cognitive elements -How do we reduce dissonance -Marketer's role |
Cognitive element: Something a person believes about himself, behavior he performs, or observation about his surroundings
o dissonance occurs when theres inconsistency between beliefs and behaviors -Eliminating, adding, or changing -We have to supply additional postpurchase reinforcement to reduce Postpurchase dissonance! |
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Define Self-perception theory
-Marketing Application |
observe our own behavior to determine attitude
Marketing: We maintain consistency by inferring that we have a positive attitude towards a product if we bought or consumed it |
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Self-perception theory: Foot-in-the door technique
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consumer is more likely to comply with a big request if he agrees to a smaller one
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