Attitudes(CH.7) Flashcards
What are the 3 Attitude components
ABC
Affective: How consumers feel about an object
Behavioural: Whether consumers intend to do something with an object
Cognitive: What consumers believe about an object
Attitude
An attitude is a lasting, general evaluation of:
people, objects, places, behaviours, or ideas.
Compliance
“I won’t litter in order to avoid being fined”
“I will work for the midterm exam in order to have a good grade”
Internalization
“I won’t litter in order to protect the environment”
“I will work for the midterm exam in order to learn about marketing”
What can predict compliance vs. internalization?
Low involvement: the individual is motivated by rewards and punishment
High Involvement: the object is part of the individual’s value system
Involvement
A person’s perceived relevance of the object is based on their inherent needs, values and interests.
Principle of cognitive consistency
Consumers value harmony among their attitudes (beliefs, actions, feelings)
Cognitive Dissonance
the uncomfortable tension that occurs when we hold conflicting attitudes
Rationalization
Cognitive dissonance reduction
Balance theory
Involves triad attitude structure
What is the triad attitude structure
Person
Perception of the attitude object
Perception of another person
Balanced/harmonious triad elements
Unit relation and sentiment relation
Brand Compatibility
Measures the extent to which the participant likes the same brand as their partner in different product categories
What influences attitudes?
Commitment and consistency
Normative influence
Reciprocity- We feel obligated to return favors, we feel indebted
Normative influence
We rely on other’s attitudes to guide our own attitude (need for affiliation)
informational conformity
the group must be right
In marketing how would you leverage normative influence?
Share your sales number
Spotlight customer reviews & testimonials
Build a community of users
Generational branding
Cause marketing (ice bucket challenge)
Descriptive vs injunctive norm
Descriptive Norm
What people do
Injunctive Norm
What people should do
Should you use negative form in advertising?
NO
What strengthens a message with injunctive norm?
Combining low descriptive norm with high support for injunctive norm.
What is the door in the face technique?
Ask for a big favor, then adjust it down
Commitment and consistency
We want to act consistently with our stated commitments
Foot in the door technique
Start with small request, then a bigger one.
Low-ball technique
Change initial “smaller” agreement for a bigger.
