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Consumer Behavior > Ch 8: Attitudes and Persuasive Communications > Flashcards

Ch 8: Attitudes and Persuasive Communications Flashcards

1
Q

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

A

cognitive consistency

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2
Q

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

A

theory of cognitive dissonance

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3
Q

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

A

Dissonance theory

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4
Q

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

A

Post-decision dissonance

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5
Q

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

A
  • 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
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6
Q

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

A

Balance theory

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7
Q

Balance theory perspective involves _____

A

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

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8
Q

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

A

Attitude models

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9
Q

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

A

Multiattribute attitude models

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10
Q

What are the 3 elements of multiattribute models?

A
  1. attributes
  2. beliefs
  3. importance weights
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11
Q

____ characteristics of the A0

A

Attributes

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12
Q

____ 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

A

Beliefs

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13
Q

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

A

Attitude

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14
Q

We call anything toward which one has an attitude an _____

A

attitude object (A0)

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15
Q

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

A

functional theory of attitudes

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16
Q

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

A

an attitude in anticipation

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17
Q

A function that relates to rewards and punishments

A

Utilitarian Function

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18
Q

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

A

Value-expressive function

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19
Q

A function that protect ourselves form external threats or internal feelings

A

Ego-defensive function

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20
Q

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

A

Knowledge function

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21
Q

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

A
  1. Utilitarian function
  2. Value-expressive function
  3. Ego-defensive function
  4. Knowledge function
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22
Q

What are the three components of attitude?

A
  1. Affect
  2. Behavior
  3. Cognition

(ABC)

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23
Q

how a consumer feels about an attitude object

A

Affect

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24
Q

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

A

Behavior

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25
Q

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

A

Cognition

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26
Q

Attitude based on cognitive information processing

A

High involvement: cognition -> affect -> behavior

Buying a car or choosing your college

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27
Q

Attitude based on behavioral learning processes

A

Low involvement: cognition -> behavior -> affect

purchase the product first and then the evaluation came after

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28
Q

Attitude based on hedonic consumption

A

Experiental: affect -> behavior -> cognition

looks nice -> buy -> and then think if you’ll like it or not

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29
Q

All attitudes are not created ___

A

equal

30
Q

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

A

Compliance

31
Q

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

A

Identification

32
Q

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

A

Internalization

33
Q

_____ : 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

A

Theory of Reasoned Avtion

34
Q

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

A

Subjective norms

35
Q

_____ is an active attempt to change attitudes

A

Persuasion

36
Q

How do marketers change attitudes?

Basic psychological principles

A
  • reciprocity
  • scarcity
  • authority
  • consistency
  • liking
  • consesus
37
Q

We are more likely to give if first we receive

A

reciprocity

38
Q

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

A

scarcity

39
Q

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

A

authority

40
Q

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

A

consistency

41
Q

We agree with those we like or admire

A

Liking

42
Q

We cosnider what others do before we decide what to do

A

consensus

43
Q

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

A

communications model

44
Q

where th communication originates

A

sources

45
Q

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

A

message

46
Q

We transmit the message via a ___

A

medium

47
Q

___ interpret the message

A

Receivers

48
Q

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

A

feedback

49
Q

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

A

Source credibility

50
Q

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

A

persuasive

51
Q

_____ 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

A

Source attractiveness

52
Q
A
53
Q

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

A

how; what

54
Q

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

A

mere exposure

55
Q

_____: a message that presents both posititve and negative information

A

two-sided message

56
Q

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

A

refutational arguments

57
Q

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

A

Comparative advertising

58
Q

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

A

lower

59
Q

Emotional vs. Rational Appeals: which is better?

A

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

60
Q

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

A

fear appeals

61
Q

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

A

The Elaboration Likelihood Model (ELM)

62
Q

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

A

factual information

63
Q

What are the 2 routes of atttudinal change?

A
  • central route
  • perpheral route
64
Q

What route is this?

Ability and motivation to process a message is high and close attention is paid to message content

A

Central route

65
Q

What is this route?

Ability and motivation to process a message is low; receiver focuses more on perpheral cues than on message content

A

Peripheral route

66
Q

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

A

steak; sizzle

67
Q

What are all the message appeal according to the slides?

A
  • emotional vs. rational
  • sex appeals
  • humor appeals
  • fear appeals
68
Q

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

A

Sex appeal

69
Q

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

A

humor appeals

70
Q
A

Consumer Behavior (7 decks)

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