Attitudes Flashcards
Define attitude
An overall evaluation of an attitude object along a good-bad continuum
Characteristics of attitudes: what is accessibility?
How easily retrieved from memory the attitude is
Characteristics of attitudes: what is resistance?
How easily they change
Characteristics of attitudes: what is ambivalence?
Having good AND bad feelings toward the same thing
What are the two factors used in the Multi-Attribute Attitude Model?
- Importance of attribute
2. Evaluation
Importance x brand evaluation = ______________?
Diagnostics of advantage
List 4 ways to make an attitude more favorable
- Change performance on weaker dimension(s) → change the actual product
- Change perception of performance on weaker dimension(s)
- Change weights so that strengths are emphasized & weaknesses are not
- Add attributes
What does the IAT measure?
Relative strength of automatic associations between concepts (relative favorableness)
When is the IAT most useful?
When consumer does not have introspective access to attitudes and when consumer prefers not to admit their attitudes
What are the two limitations of the IAT?
It measures RELATIVE favorableness, not absolute favorableness.
It is not effective if implicit attitudes are the same as explicit ones.
Which attitudes better predict thought out purchase decisions?
Explicit
Which attitudes better predict spontaneous choices & impulse purchases?
Implicit
What does MAO refer to?
Motivation, ability, opportunity
What does ELM refer to?
The Elaboration Likelihood Model of Persuasion
High involvement is characterized by the use of ______ processing
Central
