Ch 7

Question 1

Attitude-behavior consistency

Answer 1

extent to which a strong relationship exists between attitudes and actual behavior

Question 2

Attitude-toward-the-object (ATO) model - Fishbein model

Answer 2

attitude model that considers three key elements including beliefs consumers have about salient attributes, the strength of the belief that an object possesses the attribute, and evaluation of the particular attribute

Question 3

Attitude tracking

Answer 3

effort of a marketer or researcher to track changes in consumer attitudes over time

Question 4

Attitudes

Answer 4

relatively enduring overall evaluations of objects, products, services, issues, or people

Can be used to study CB
Positivistically (Descriptively)
Normatively (for managers)

Question 5

Balance theory

Answer 5

theory that states that consumers are motivated to maintain perceived consistency in the relations found in a system

Question 6

Behavioral intentions model

Answer 6

developed to improve on the ATO model, focusing on behavioral intentions, subjective norms, and attitude toward a particular behavior

Question 7

Central cues

Answer 7

information presented in a message about the product itself, its attributes, or the consequences of its use

Question 8

Central route to persuasion

Answer 8

path to persuasion found in ELM where the consumer has high involvement, motivation, and/or ability to process a message

Question 9

Compensatory model

Answer 9

attitudinal model wherein low ratings for one attribute are compensated for by higher ratings on another

Question 10

Consistency principle

Answer 10

principle that states that human beings prefer consistency among their beliefs, attitudes, and behaviors

Question 11

Ego-defensive function of attitudes

Answer 11

function of attitudes whereby attitudes work as defense mechanisms for consumers

Question 12

Elaboration likelihood model

Answer 12

attitudinal change model that shows attitudes are changed based on differing levels of consumer involvement through either central or peripheral processing

Question 13

Functional theory of attitudes

Answer 13

theory of attitudes that suggests that attitudes perform four basic functions

Question 14

Hierarchy of effects

Answer 14

According to this approach, affect, behavior, and cognitions (beliefs) form by following one of four hierarchies:

1. High-involvement (or “standard learning”) hierarchy
2. Low-involvement hierarchy
3. Experiential hierarchy
4. Behavioral influence hierarchy

Question 15

Knowledge function of attitudes

Answer 15

function of attitudes whereby attitudes allow consumers to simplify decision-making processes

Attitude components become stored in the associated network in consumers’ long-term memory and become linked together to form rules that guide behavior. Here, we can see again that attitudes are linked to comprehension and knowledge.

Question 16

Matchup hypothesis

Answer 16

hypothesis that states that a source feature is most effective when it is matched with relevant products

Question 17

Message effects

Answer 17

how the appeal of a message and its construction affect persuasiveness

Question 18

Multiattribute attitude model

Answer 18

a model that combines a number of pieces of information about belief and evaluations of attributes of an object

Question 19

Peripheral cues

Answer 19

nonproduct-related information presented in a message

Question 20

Peripheral route to persuasion

Answer 20

path to persuasion found in ELM where the consumer has low involvement, motivation, and/or ability to process a message

Question 21

Persuasion

Answer 21

attempt to change attitudes

Question 22

Primacy effect

Answer 22

occurs when the information placed early in a message has the most impact

Question 23

Recency effect

Answer 23

occurs when the information placed late in a message has the most impact

Question 24

Serial position effect

Answer 24

occurs when the placement of information in a message impacts recall of the information

Question 25

Social judgement theory

Answer 25

theory that proposes that consumers compare incoming information to their existing attitudes about a particular object or issue and that attitude change depends upon how consistent the information is with the initial attitude

Question 26

Source effects

Answer 26

characteristics of a source that influence the persuasiveness of a message

Question 27

Theory of planned action

Answer 27

attitudinal measurement approach that expands upon the behavioral intentions model by including a perceived control component

Question 28

Utilitarian function of attitudes

Answer 28

function of attitudes in which consumers use attitudes as ways to maximize rewards and minimize punishment

Question 29

Value-expressive function of attitudes

Answer 29

function of attitudes whereby attitudes allow consumers to express their core values, self-concept, and beliefs to others

provides a positive expression of the type of person a consumer perceives herself to be and the values that she holds.

Ex) look at bumper stickers

Question 30

ABC approach to attitudes

Answer 30

approach that suggests that attitudes encompass one’s affect, behavior, and cognitions (or beliefs) toward an object

Question 31

ABC approach to attitudes

Answer 31

attitudes possess three components: affect, behavior, and cognitions. Affect refers to feelings about an object and cognitions, as used here, refers to beliefs that the consumer has about the object. Behavior refers to the overt behavior that consumers exhibit as well as their intentions to behave.

Question 32

Persuasive techniques

Answer 32

• ATO approach
• Behavioral influence approach
• Changing schema-based affect
• Elaboration likelihood model**
• Balance theory approach
• Social judgment theory approach

Question 33

Attitude components

Answer 33

“CAB” approach to attitudes

• Cognition
• Affect
• Behavior (mindless positive and negative behavioral reactions still imply a disposition toward a product).

Question 34

Functional theory of “attitudes” – Products perform four functions:

Answer 34

1. Utilitarian function (reward max; punishment min)
2. Knowledge function (clarity in decision-making)
3. Value-expressive function (of self; values; personality)
4. Ego-defensive function (e.g., symbolic self completion)

Question 35

Theory of planned action

Answer 35

Expands this by including a “perceived control” component

Question 36

If the affect found in a schema can be changed, then:

Answer 36

The attitude toward a brand or product will change as well

Question 37

Message appeals

Answer 37

Appeals impact the persuasiveness of an advertisement

• Sex appeals
• Humor appeals
• Fear appeals

Question 38

Functions of Consumer Attitudes (4)

Answer 38

1. Utilitarian
   Attitudes are used as a method to obtain rewards and to minimize punishment.
   Ex.High school boys wear cool brands so they fit in.
2. Knowledge
   The knowledge function of attitudes allows consumers to simplify their decision-making processes.
3. Value-expressive
   This function of attitudes enables consumers to express their core values, self-concept, and beliefs to others.
4. Ego-defensive
   The ego-defensive function of attitudes works as a defense mechanism for consumers to avoid facts or to defend themselves from their own low self-concept.