Attitudes & Perception Flashcards
What is an attitude?
Fill, 2013
- Attitudes are predispositions that are shaped through experience and how we response to an object or situation
How many different ways can attitudes be formed?
- Conditioning: Repeated exposure
- Modelling: Observation
- Cognitive learning: problem solving
- Regular contact by marketers
What is the Tri-component mode of attitudes?
3 main components
- Cognitive (Belief): Where people base their attitudes on the beliefs
- Affective (Feelings): A consumers emotions or feelings about a brand/product
- Conative (Behavioural Intentions): Likelihood of consumers undertaking the behaviour
What is the ABC Model of attitude?
3 main components
- Cognitive (Awareness & knowledge: THINK)
- Affective (Interest and liking: FEEL)
- Conative (Action & behavioural response: DO)
Using the ABC model explain them standard learning hierarchy:
Cognitive - Affective - Conative
- This is a problem solving process
In the ABC model what is another word for cognitive?
Cognitive is the equivalent to think
In the ABC model what is another word for Affective?
Affective is the equivalent to feel
In the ABC model what is another word for conative?
Conative is the equivalent to do
Using the ABC model explain the low-involvement hierarchy:
Conative - Affective - Cognitive
- This is based on good or bad experiences
How many functional theories of attitude are there?
4
What are functional theories to attitudes?
Developed by Katz, it offers an explanation as to the functional motives of attitudes to consumers
What are the 4 different functional theories of attitudes?
- Utilitarian Function: This is related to the basic principles of reward and punishment, decision is based around the amount of pain or pleasure a decision will bring
- Value Expressive Function: is employed when a consumer is basing their attitude on a product or service self-concept or central values.
- Ego Defensive Function: Is apparent when a consumer feels that the use of a product or service might compromise their self-image, this is very hard to change
- Knowledge Function: Effects individuals who are careful about organizing and providing structure regarding their attitude or opinion of a product or service. These people can have their opinions changed through fact.
What is a salient belief?
The most important belief
How can you measure consumers attitudes?
- Likert sales
- Semantic differential scales (e.g. Good taste ————– bad taste)
- Measure purchase intention
How can attitude be change?
- A change in satisfaction
- A change in aspiration
What are some of the influences that can change attitudes?
- Source credibility
- Message characteristics
- Media characteristics
- Receiver characteristics
What is perception?
Perception is the process by which physical sensations such are selected, organised and interpreted
What are the sensory systems & how can they be interpreted?
- Vision: Colour/products/logos, can have symbolic meanings
- Smell: Odours can affect mood
- Sound: Can affect peoples behaviour
- Touch: Can increase attachment
- Taste: Can contribute to experience
What is perceptual selectivity?
Where we select the senses we want to interpret, as we don’t allow all of them to make their way through to the perceptual process
What is Semiotics?
The understanding of how signs and symbols work to provide different meanings
How do consumers use marketing communications?
To help them understand the meanings of products
What is the role of symbolism in interpretation?
- Signs function on several levels
- May be intended literally
- Meaning may be indexical (relating to or denoting a word or expression)
- Meaning can be conveyed by a individual
