Ch 8: Attitudes and Persuasive Communications Flashcards
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
cognitive consistency
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
theory of cognitive dissonance
_____ can help explain why evaluations of a product tend to increase after we buy the product
Dissonance theory
_____ occurs when a consumer must choose between two products, both of which possess good and bad qualities
Post-decision dissonance
Consumers can reduce their post-purchase dissonance in several ways:
- 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
_____ considers how people perceive relations among different attitude objects, and how they alter their attitudes so that these remain consistent
Balance theory
Balance theory perspective involves _____
relations (always from the perceiver’s subjective point of view) among three elements
_____ specify the different elements that might work together to influence people’s evaluations of attitude objects
Attitude models
____ assume that consumers’ attitude toward an attitude object (A0) depends on the beliefs they have about several of its attributes
Multiattribute attitude models
What are the 3 elements of multiattribute models?
- attributes
- beliefs
- importance weights
____ characteristics of the A0
Attributes
____ 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
Beliefs
____ is a lasting, general evaluation of people (including onesel), objects, advertisments or issues
Attitude
We call anything toward which one has an attitude an _____
attitude object (A0)
According to the ____, attitutdes exist because they serve some function for the the person
functional theory of attitudes
Consumers who expect that they will need to deal with similar situations at a future time will be more likely to start to form _____
an attitude in anticipation
A function that relates to rewards and punishments
Utilitarian Function
A function that expresses consumer’s value or self-concept
Value-expressive function
A function that protect ourselves form external threats or internal feelings
Ego-defensive function
This function decribes the need for order, structure, or meaning
Knowledge function
What are the 4 functions of the functional theory of attitudes?
- Utilitarian function
- Value-expressive function
- Ego-defensive function
- Knowledge function
What are the three components of attitude?
- Affect
- Behavior
- Cognition
(ABC)
how a consumer feels about an attitude object
Affect
the actions he or she takes toward the object (or at least his or her intentions to take action)
Behavior
what he or she believes to be true about the attitude object
Cognition
Attitude based on cognitive information processing
High involvement: cognition -> affect -> behavior
Buying a car or choosing your college
Attitude based on behavioral learning processes
Low involvement: cognition -> behavior -> affect
purchase the product first and then the evaluation came after
Attitude based on hedonic consumption
Experiental: affect -> behavior -> cognition
looks nice -> buy -> and then think if you’ll like it or not
All attitudes are not created ___
equal
Lowest level of attitude commitment; consumer forms attitude because it gains rewards or avoids punishments
Compliance
Mid-level of attitude commitment; attitudes formed in order to conform to another person or group
Identification
Highest level of attitude commitment; deep-seeded attittudes become part of consumer’s value system
Internalization
_____ : 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
Theory of Reasoned Avtion
_____ are the person’s feelings as to what relevant others (e.g., family, friends, roomates, co-workers) think of the action the person contemplate
Subjective norms
_____ is an active attempt to change attitudes
Persuasion
How do marketers change attitudes?
Basic psychological principles
- reciprocity
- scarcity
- authority
- consistency
- liking
- consesus
We are more likely to give if first we receive
reciprocity
Like people, items are more attractive when they aren’t available
scarcity
We believe an authoritative source much more readily than one that is less authoritative
authority
People try not to contradict themselves in terms of what they say and do about an issue
consistency
We agree with those we like or admire
Liking
We cosnider what others do before we decide what to do
consensus
The _____ identifies several important components for marketers when they try to change consumers’ attitudes toward products and services
communications model
where th communication originates
sources
there are many ways to say something, and the structure of the ___ has a significant effect on hwo we perceive it
message
We transmit the message via a ___
medium
___ interpret the message
Receivers
the sources receives ____ feedback so that the marketer can use receivers’ reactions to modify aspects of the message as necessary
feedback
_____ refers to a communicator’s experitise, objectivity, or trustworthiness
Source credibility
A credible source is particularly ____ when the consumer has yet to learn much about a product or form an opinion of it
persuasive
_____ 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
Source attractiveness
Characteristics of the message itself help determine its impact on attitudes. These variables include ___ we say the message as well as ___ we say
how; what
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
mere exposure
_____: a message that presents both posititve and negative information
two-sided message
under the right circumstances, _____ that first raise a negativ and then dismiss it can be quite effective
refutational arguments
____ refers to a message that compares two or more recognizable brands and weighs them in terms of one or more specific attributes
Comparative advertising
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
lower
Emotional vs. Rational Appeals: which is better?
depends on the nature of the product and the type of relationship consumers have with it
_____ emphasize the negative consequences that can occur unless the consumer changes a behavior or an attitude
fear appeals
____ focuses on the way consumers respond to persuasive messages, based on the amount and nature of elaboration or processing of information
The Elaboration Likelihood Model (ELM)
A picture is not always as effective when it communicates ____. verbal elements are more effective when an accompanying picture reinforces them
factual information
What are the 2 routes of atttudinal change?
- central route
- perpheral route
What route is this?
Ability and motivation to process a message is high and close attention is paid to message content
Central route
What is this route?
Ability and motivation to process a message is low; receiver focuses more on perpheral cues than on message content
Peripheral route
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
steak; sizzle
What are all the message appeal according to the slides?
- emotional vs. rational
- sex appeals
- humor appeals
- fear appeals
This appeal could draw attention, however it is controversy about if it can provide effective communication
Sex appeal
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
humor appeals
