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MKT 333 > Attitudes–Needs–MAO–Risk–ELM > Flashcards

Attitudes–Needs–MAO–Risk–ELM Flashcards

- Introduce Key Concepts (Consumer Beliefs, Attitudes, Needs, & Risk) - Introduce MAO Framework to Explore Motivation, Ability, & Opportunity - Discuss Factors Related to Consumer Attitude Change (ELM Framework)

1
Q

What are (psychological) beliefs? How do we define beliefs? What are their characteristics?

A

(Psychological) Beliefs are the knowledge and inferences that consumers have about an object, its attributes, and its benefits (cognition based)

They are fact-oriented and don’t carry valence

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2
Q

What are descriptive beliefs? What examples did we discuss?

A

Descriptive Beliefs are formed from senses; based on first-hand experience

EX:
- Wool does not feel like cotton
- Diet Coke does not taste like Coke

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3
Q

What are informational beliefs? What examples did we discuss?

A

Informational Beliefs come from second-hand knowledge (what we read, hear)

EX:
- The 2026 World Cup will be played in North America

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4
Q

What are inferential beliefs? What examples did we discuss?

A

Inferential Beliefs go beyond the info provided and make judgments

EX:
- We might infer salary or success from what somebody is wearing

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5
Q

What is (psychological) valence? How does it relate to beliefs & attitudes?

A

(Psychological) Valence refers to the positive or negative quality of an emotion, stimulus, or event, indicating whether something is perceived as good or bad, pleasant or unpleasant.

Valence relates to beliefs and attitudes as it is a core component of our evaluations and reactions to experiences. Consequently, our positive or negative feelings towards something influence our thoughts, directly impacting our beliefs and attitudes.

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6
Q

What distinguishes attitudes from beliefs?

A
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7
Q

What are attitudes?
How do we define attitudes?

A

Attitudes are beliefs, but they carry valence and are evaluative.

We can define and identify attitudes according to their primary features & characteristics.

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8
Q

What are the main characteristics of attitudes?
How stable are attitudes, generally?

A

Attitudes entail the amount of affect toward a stimulus (ad, brand, product).

Attitudes are relatively stable and enduring (although they can change).

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9
Q

What are the main dimensions of attitudes?
What does it mean for attitudes to be multi-dimensional?

A
  1. Favorability
  2. Salience (Accessibility)
  3. Strength (Confidence)
  4. Persistence
  5. Resistance

Attitudes are considered multi-dimensional because they encompass all of these aspects. This means they are not just about what someone thinks about something, how they feel about it, and how they are likely to behave.

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10
Q

What is Attitudinal Favorability?
What is an example of attitudinal favorability?

A

Attitudinal Favorability is the degree or extent to which we like or dislike something

EX: “I really like ‘The Office.’”

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11
Q

What is Attitudinal Salience?
What is an example of attitudinal salience?

A

Attitudinal Salience is how aware we are of our attitudes and how easily our attitudes can be ascertained or accessed

EX: “It’s very easy for me to identify my attitude toward ‘The Office.’”

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12
Q

What is Attitudinal Strength?
What is an example of attitudinal strength?

A

Attitudinal Strength is how strongly an attitude is held and how confident we are in an attitude we hold

EX: “I’m very confident that I like ‘The Office.”

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13
Q

What is Attitudinal Persistence?
What is an example of attitudinal persistence?

A

Attitudinal Persistence is how long an attitude lasts (or is expected to last)

EX: “I’ve liked ‘The Office’ for a long time and will continue to like it.”

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14
Q

What is Attitudinal Resistance?
What is an example of attitudinal resistance?

A

Attitudinal Resistance is how difficult it is to change an attitude

EX: “I will like ‘The Office’ no matter what anyone else says or thinks about it.”

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15
Q

Why do we study needs in marketing?

A

In MKT, we study needs because when problems or needs arise, people tap into their beliefs and attitudes to help them resolve it.

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16
Q

What do needs lead to?
What does the sequence look like?

A

Needs lead to desires, which lead to attitudes, decisions, and behaviors.

Needs -> Desires -> Attitudes -> Decisions -> Behaviors

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17
Q

What do we do when we have routine needs? What do we do when we have new needs?

A

For routine problems, we have “automatic” responses that lead us to act on those needs.

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18
Q

What are the different categories of needs?

A
  • Functional
  • Symbolic
  • Hedonic
  • Cognitive
  • Emotional
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19
Q

What are functional needs?
What examples did we discuss?

A

Functional Needs are needs that motivate us to search for offerings that solve practical consumption-related problems

EX: charging our car or filling it up with fuel

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20
Q

What are symbolic needs?
What examples did we discuss?

A

Symbolic Needs relate to how we perceive ourselves & how others perceive us

EX: deciding to wear Jimmy Choo’s

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21
Q

What are hedonic needs?
What examples did we discuss?

A

Hedonic Needs relate to feeling or experiencing sensory pleasures

EX: indulging in pleasurable activities, such as eating decadent foods (or other guilty pleasures)

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22
Q

What are cognitive needs?
What examples did we discuss?

A

Cognitive Needs relate to mental stimulation, discovery, exploration, and cognitive challenges

EX: intentionally participating in mentally taxing activities that require cognitive effort (Chess; higher ed; tough projects)

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23
Q

What are emotional needs?
What examples did we discuss?

A

Emotional Needs are related to the desire for emotional stimulation

EX: watching very scary or extremely sad movies

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24
Q

How does Maslow suggest needs are structured?

A

Maslow suggests that needs are structured in a pyramid-like hierarchy, with the most basic physiological needs at the bottom, so individuals must fulfill lower-level needs before progressing to higher-level needs.

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25
What are physiological needs? What are examples of these types of needs?
Physiological Needs are essential needs required for physical survival and sustaining life EX: food, water, air, and sleep
26
What are safety needs? What are examples of these types of needs?
Safety Needs are needs required for protection from danger and a sense of security EX: personal security, financial security, health and well-being
27
What are social needs? What are examples of these types of needs?
Social Needs relate to connection with others and experiencing a sense of belonging EX: friendships, family, intimacy
28
What are egoistic/esteem needs? What are examples of these types of needs?
Egoistic/Esteem Needs involve self-confidence, self-respect, self-esteem, and the desire to be held in high regard by others EX: independence, respect, mastery and dominance, achievement, and status
29
What are self-actualization needs? What are examples of these types of needs?
Self-Actualization Needs involve reaching one’s full potential and becoming the best version of oneself EX: personal growth, peak experiences, realizing your potential
30
In what order do consumers strive to meet the needs outlined by Maslow?
- Self-Actualization (top of pyramid; this last) - Egoistic/Esteem - Social - Safety - Physiological (bottom of pyramid; this first)
31
How do Marketers try to appeal to each of the types of needs outlined by Maslow? Examples?
- Self-Actualization Needs: "Travel; Gym; Therapy" - Egoistic/Esteem Needs: "LinkedIn; Buy this Luxury Car; MasterClass" - Social Needs: "games; dating apps; ancestry.com; Dave & Busters; shows/live TV" - Safety Needs: "Buy insurance; Stay protected; Ring; Bank with us" - Physiological Needs: "Drink water; Get/Try this tasty food; Tempur Pedic sleep"
32
How have the types of needs outlined by Maslow changed over time? Examples?
We now have technological needs EX: WiFi; mobile devices; detox; phone jail
33
What happens when needs conflict with each other?
When needs conflict with each other, we experience: - Approach-avoidance conflicts - Approach-approach conflicts - Avoidance-avoidance conflicts
34
What is an approach-avoidance conflict? What examples did we discuss?
Approach-avoidance conflicts are when we want to engage in a certain behavior, but at the same time want to avoid it EX: Eating junk food vs. Eating healthy
35
What is an approach-approach conflict? What examples did we discuss?
Approach-Approach Conflict is when we choose between 2 equally attractive options that fulfill different needs EX: Going to dinner with friends vs. going to dinner with a job recruiter
36
What is an avoidance-avoidance conflict? What examples did we discuss?
Avoidance-Avoidance Conflict is when we choose between 2 equally unattractive and undesirable options EX: Doing challenging homework vs. doing overdue chores or housework
37
What is motivation?
Motivation is an inner state of arousal that leads to goal-directed behaviors, activities, and outcomes
38
Why does motivation matter for consumers?
Motivation matters for consumers because when they are motivated, they are willing and ready to engage in goal-directed activities to achieve a desired state or outcome
39
What are the dimensions of motivation? What is effort? What is direction?
1. Effort (aka Involvement): how much energy we will expend in forming an attitude or pursuing a goal 2. Direction: the path we choose to achieve goals and outcomes; where we look and what we do to obtain the goal
40
What is involvement? What is enduring involvement? What is situational involvement?
Enduring Involvement is when we may always put energy into some activities or decisions (stable) Situational Involvement is when we may only be motivated to expend energy in certain situations (temporary)
41
What increases consumer involvement?
Personal Relevance increases consumer involvement
42
What is the relationship between risk & involvement? How does risk induce consumers to be more involved?
In general, the higher the risk, the higher the consumer involvement Risk induces consumers to be more involved because high risk is uncomfortable, so many consumers attempt to reduce that risk by gathering more information.
43
What are the main types of risk consumers experience?
- Performance Risk - Financial Risk - Safety Risk - Social Risk - Psychological Risk - Time Risk
44
What is performance risk? What examples did we discuss?
Performance Risk is the uncertainty about whether or not the product will perform as expected.
45
What is financial risk? What examples did we discuss?
Financial Risk is the extent to which buying or using an offering has the potential to create financial harm.
46
What is safety risk? What examples did we discuss?
Safety Risk is the potential harm a product or service might pose to one’s physical safety.
47
What is social risk? What examples did we discuss?
Social Risk is the potential harm to one’s social standing from buying or using an offering.
48
What is psychological risk? What examples did we discuss?
Psychological Risk is the extent to which buying or using an offering can create negative emotions or harm one’s sense of self.
49
What is time risk? What examples did we discuss?
Time Risk is the uncertainty over how long consumers will need to spend buying, using, or returning an offering.
50
In the Motivation, Ability, Opportunity Framework (MAO), what is consumer ability?
Consumer Ability is the capacity of consumers to process information, solve problems, or perform tasks related to decision making and other consumption-related behaviors
51
What types of things impact consumer ability? Examples?
Cognitive Capacity, Purchasing Power, Product Knowledge, and Experience all impact consumers' ability.
52
In the Motivation, Ability, Opportunity Framework (MAO), what is consumer opportunity?
Consumer Opportunity is the chance to process information, solve problems, or perform tasks related to decision making and other consumption related behaviors.
53
What types of things impact consumer opportunity? Examples?
Time restrictions, Distractions, Product/Service availability, Legal constraints, etc. are things that impact and limit consumer opportunity
54
What is persuasion? When does it occur?
Persuasion is the process by which an individual’s attitudes or behaviors are influenced by others (typically through communication). Persuasion occurs when attitudes/behaviors are changed.
55
What is the Elaboration Likelihood Model (ELM)?
The Elaboration Likelihood Model (ELM) is a theoretical framework that explains how people process/respond to persuasive messages based on the amount and nature of information processing they engage in, and how these differences subsequently impact attitude change, decision-making, and behavior.
56
What is central route processing? What are its characteristics?
Central Route Processing is when attention is paid to the CONTENT of the message, and their involvement is typically high Characterized by high levels of motivation and ability to process the persuasive message
57
What is peripheral route processing? What are its characteristics?
Peripheral Route Processing is when attention is paid to and information processing primarily relies on the PERIPHERAL cues/aspects to form attitudes, and their involvement is typically low Characterized by low levels of motivation and/or ability to process the persuasive message
58
In the ELM framework, how does MAO impact consumers’ processing style?
59
Under what conditions are consumers most likely to process centrally?
When consumers' attitudes are formed via Central Route Processing, they are more strongly held and are more difficult to change
60
Under what conditions are consumers most likely to process peripherally?
When consumers' attitudes are formed via Peripheral Route Processing, they are more weakly held and are easier to change
61
What are important “take-away” messages from the ELM framework summary?
- Attitudes are relatively enduring, but they can be changed - To change attitudes, we need to understand the paths of ELM - Understanding the process allows us to protect ourselves - Understanding the process also allows us to influence others - This ability comes with a social and ethical responsibility
62
What is Social Influence persuasion?
Social Influence Persuasion is a set of persuasion strategies designed to change attitudes and behaviors through social mechanisms, such as social norms, social interactions, and/or other forms of social pressure.
63
How does Social Influence persuade consumers to change attitudes and behaviors?
Social influence often occurs without much effortful information processing by consumers, since consumers simply default to the social signals around them to conform with social norms and expectations.
64
What are the behavioral mechanisms that underly Social Influence types of persuasion?
1. Commitment & Consistency 2. Behavioral Contrast 3. Reciprocity Expectations 4. Perceptions of Scarcity
65
What is Commitment and Consistency?
Commitment and Consistency in the act of sticking with a decision or behavior that we have committed to previously, which is driven by the natural tendency to act consistently with previous attitudes, decisions, or behaviors.
66
How does Commitment and Consistency influence consumers?
Commitment and Consistency influence consumers so once they form an attitude or make a decision, they encounter interpersonal and internal pressures to behave consistently with that commitment; they strive to avoid feelings of cognitive dissonance when making decisions.
67
What are the details of the “Beach Study?” What were the outcomes? What do we learn from it?
The “Beach Study” refers to a situation researchers created where they could pose as beachgoers and criminals to study the power of a previous commitment between strangers.
68
What is the “Foot-In-The-Door” technique? How does it work? What examples did we discuss?
The Foot-In-The-Door Technique involves making a small initial request, then following up with a larger, more substantial request later. Compliance on the small initial request makes people feel good and helpful, so individuals continue to comply with larger requests to preserve their image and consistency.
69
What is the “Low-Ball” technique? How does it work? What examples did we discuss?
The Low-Ball Technique involves getting an initial commitment from an individual and then changing the deal/terms. People will stick with the new deal out of commitment to the old deal they already agreed to; it requires too much effort to rethink the entire new deal, and people feel committed already

MKT 333 (5 decks)

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