Ch 8: Attitudes and Persuasive Communications

Question 1

According to the principle of _____, we value harmony amoung our thoughts, feelings, and behaviors, and a need to maintain uniformity amonth these elements motivates us

We will change components to make them consistent

Answer 1

cognitive consistency

Question 2

The ____ is based on the premise that people have a need for order and consistency in their lives and that a state of dissonance (tensions) exists when beliefs or behaviors conflict with one another

Answer 2

theory of cognitive dissonance

Question 3

_____ can help explain why evaluations of a product tend to increase after we buy the product

Answer 3

Dissonance theory

Question 4

_____ occurs when a consumer must choose between two products, both of which possess good and bad qualities

Answer 4

Post-decision dissonance

Question 5

Consumers can reduce their post-purchase dissonance in several ways:

Answer 5

• rationalize their action
• seek advertisements that support their choices
• try to “sell” friends on the positive features of the purchase made
• look to satisfied owners for reassurance

Question 6

_____ considers how people perceive relations among different attitude objects, and how they alter their attitudes so that these remain consistent

Answer 6

Balance theory

Question 7

Balance theory perspective involves _____

Answer 7

relations (always from the perceiver’s subjective point of view) among three elements

Question 8

_____ specify the different elements that might work together to influence people’s evaluations of attitude objects

Answer 8

Attitude models

Question 9

____ assume that consumers’ attitude toward an attitude object (A0) depends on the beliefs they have about several of its attributes

Answer 9

Multiattribute attitude models

Question 10

What are the 3 elements of multiattribute models?

Answer 10

1. attributes
2. beliefs
3. importance weights

Question 11

____ characteristics of the A0

Answer 11

Attributes

Question 12

____ cognitions about the specific A0 (usually relatives to others like it). A ____ measure assesses the extent to which the consumer perceives that a brand possesses a particular attribute

Answer 12

Beliefs

Question 13

____ is a lasting, general evaluation of people (including onesel), objects, advertisments or issues

Answer 13

Attitude

Question 14

We call anything toward which one has an attitude an _____

Answer 14

attitude object (A0)

Question 15

According to the ____, attitutdes exist because they serve some function for the the person

Answer 15

functional theory of attitudes

Question 16

Consumers who expect that they will need to deal with similar situations at a future time will be more likely to start to form _____

Answer 16

an attitude in anticipation

Question 17

A function that relates to rewards and punishments

Answer 17

Utilitarian Function

Question 18

A function that expresses consumer’s value or self-concept

Answer 18

Value-expressive function

Question 19

A function that protect ourselves form external threats or internal feelings

Answer 19

Ego-defensive function

Question 20

This function decribes the need for order, structure, or meaning

Answer 20

Knowledge function

Question 21

What are the 4 functions of the functional theory of attitudes?

Answer 21

1. Utilitarian function
2. Value-expressive function
3. Ego-defensive function
4. Knowledge function

Question 22

What are the three components of attitude?

Answer 22

1. Affect
2. Behavior
3. Cognition

(ABC)

Question 23

how a consumer feels about an attitude object

Answer 23

Affect

Question 24

the actions he or she takes toward the object (or at least his or her intentions to take action)

Answer 24

Behavior

Question 25

what he or she believes to be true about the attitude object

Answer 25

Cognition

Question 26

Attitude based on cognitive information processing

Answer 26

High involvement: cognition -> affect -> behavior | Buying a car or choosing your college

Question 27

Attitude based on behavioral learning processes

Answer 27

Low involvement: cognition -> behavior -> affect | purchase the product first and then the evaluation came after

Question 28

Attitude based on hedonic consumption

Answer 28

Experiental: affect -> behavior -> cognition | looks nice -> buy -> and then think if you'll like it or not

Question 29

All attitudes are not created ___

Answer 29

equal

Question 30

Lowest level of attitude commitment; consumer forms attitude because it gains rewards or avoids punishments

Answer 30

Compliance

Question 31

Mid-level of attitude commitment; attitudes formed in order to conform to another person or group

Answer 31

Identification

Question 32

Highest level of attitude commitment; deep-seeded attittudes become part of consumer's value system

Answer 32

Internalization

Question 33

_____ : the theory that attitudes toward a behavior and subjective norms (perceived expectations) regarding a behavior determine a person's intention to perform that behavior. Intentions are in turn assumed to cause the actual behavior

Answer 33

Theory of Reasoned Avtion

Question 34

_____ are the person's feelings as to what relevant others (e.g., family, friends, roomates, co-workers) think of the action the person contemplate

Answer 34

Subjective norms

Question 35

_____ is an active attempt to change attitudes

Answer 35

Persuasion

Question 36

How do marketers change attitudes? | Basic psychological principles

Answer 36

* reciprocity * scarcity * authority * consistency * liking * consesus

Question 37

We are more likely to give if first we receive

Answer 37

reciprocity

Question 38

Like people, items are more attractive when they aren't available

Answer 38

scarcity

Question 39

We believe an authoritative source much more readily than one that is less authoritative

Answer 39

authority

Question 40

People try not to contradict themselves in terms of what they say and do about an issue

Answer 40

consistency

Question 41

We agree with those we like or admire

Answer 41

Liking

Question 42

We cosnider what others do before we decide what to do

Answer 42

consensus

Question 43

The _____ identifies several important components for marketers when they try to change consumers' attitudes toward products and services

Answer 43

communications model

Question 44

where th communication originates

Answer 44

sources

Question 45

there are many ways to say something, and the structure of the ___ has a significant effect on hwo we perceive it

Answer 45

message

Question 46

We transmit the message via a ___

Answer 46

medium

Question 47

___ interpret the message

Answer 47

Receivers

Question 48

the sources receives ____ feedback so that the marketer can use receivers' reactions to modify aspects of the message as necessary

Answer 48

feedback

Question 49

_____ refers to a communicator's experitise, objectivity, or trustworthiness

Answer 49

Source credibility

Question 50

A credible source is particularly ____ when the consumer has yet to learn much about a product or form an opinion of it

Answer 50

persuasive

Question 51

_____ refers to the social value recipients attribute to a communicator. This value relates to the person's physical appearance, personality, social status, or similarity to the receiver

Answer 51

Source attractiveness

Question 53

Characteristics of the message itself help determine its impact on attitudes. These variables include ___ we say the message as well as ___ we say

Answer 53

how; what

Question 54

People tend to like things that are more familiar to them even if they were not that keen on them initially. Psychologists call this the ____ phenomenon

Answer 54

mere exposure

Question 55

_____: a message that presents both posititve and negative information

Answer 55

two-sided message

Question 56

under the right circumstances, _____ that first raise a negativ and then dismiss it can be quite effective

Answer 56

refutational arguments

Question 57

____ refers to a message that compares two or more recognizable brands and weighs them in terms of one or more specific attributes

Answer 57

Comparative advertising

Question 58

Although some comparativ ads result in desired attitude changes, they may also ___ in believability and stir up source derogation | i.e., the consumer may doubt the credibility of a biased presentation

Answer 58

lower

Question 59

Emotional vs. Rational Appeals: which is better?

Answer 59

depends on the nature of the product and the type of relationship consumers have with it

Question 60

_____ emphasize the negative consequences that can occur unless the consumer changes a behavior or an attitude

Answer 60

fear appeals

Question 61

____ focuses on the way consumers respond to persuasive messages, based on the amount and nature of elaboration or processing of information

Answer 61

The Elaboration Likelihood Model (ELM)

Question 62

A picture is not always as effective when it communicates ____. verbal elements are more effective when an accompanying picture reinforces them

Answer 62

factual information

Question 63

What are the 2 routes of atttudinal change?

Answer 63

* central route * perpheral route

Question 64

# What route is this? Ability and motivation to process a message is high and close attention is paid to message content

Answer 64

Central route

Question 65

# What is this route? Ability and motivation to process a message is low; receiver focuses more on perpheral cues than on message content

Answer 65

Peripheral route

Question 66

# The basic idea of the ELM is that highly involved consumers look for the "_____" (e.g., strong, rational arguments). Those who are less involved go for the "____" (e.g., the colors and images in packaging or famous people' endorsements

Answer 66

steak; sizzle

Question 67

What are all the message appeal according to the slides?

Answer 67

* emotional vs. rational * sex appeals * humor appeals * fear appeals

Question 68

This appeal could draw attention, however it is controversy about if it can provide effective communication

Answer 68

Sex appeal

Question 69

This appeal do get attention, however, the verdict is mixed as to whether ____ affects recall or product attitudes in a significant way --> it distracts audiences --> does inhibit counterarguing

Answer 69

humor appeals