Attitude Flashcards
What is an attitude?
Lasting, general evaluation of people, objects, advertisements, or issues
Why is an attitude held?
They serve a function for the person
What are the different functions of attitudes?
Utilitarian -> utilitarian learning, rewards and punishment, what the product can do
Value-expressive -> express consumer’s values or self concept, often linked to greater cause
Ego defensive -> protect ourselves from external threats or internal feelings
Knowledge -> need for order, structure, or meaning
What is the abc model of attitudes?
Affect (feeling, heart), behaviour (brain, doing), cognition (belief, knowing)
What are the hierarchy of effects?
High involvement
C->A->B
Attitude based on cognitive information processing, expensive, brand loyalty
Low-involvement
C->B->A
Attitude based on behavioural learning processes, cheap, does not really matter if you make the wrong choice
Experiential hierarchy
A->B->C
Attitude based on hedonic consumption, pretty packages
How do we form attitudes?
Classical conditioning, instrumental, observational learning
Attitudes are expected to change as a function of experience.
What are the different level of involvement with attitude object?
Internalization-> highest level: deep-seeded attitudes become part of consumer’s value system
Identification-> mid-level: attitudes formed in order to conform to another person or group
Compliance-> lowest level: consumer forms attitude because it gains rewards or avoids punishment
What is self-perception theory?
We use observations of our own behaviour to determine our attitudes
What is the social judgement theory
We assimilate new information about attitudes objects in light of what we already know/feel
What do attitude models help marketers establish?
The what of the attitude
Help identify influencers of evaluations
What is the multi attribute attribute model?
Consumer’s attitude towards an attitude object depends on beliefs she has about several or many attributes of the object
Fishbein model
