Ch. 8 Attitudes & Persuasion

Question 1

attitude

Answer 1

evaluation of people, objects, advertisements or issues that tend to last

Question 2

attitude object (AO)

Answer 2

anything toward which one has an attitude

Question 3

Forming Attitude Internalization

Answer 3

deep-seeded attitudes become part of consumers value system

Question 4

Forming Attitude Identification

Answer 4

attitudes formed in order to conform to another person or group

Question 5

Forming Attitude Compliance

Answer 5

consumer forms attitude because it gains rewards or avoids punishments

Question 6

Consistency principle

Answer 6

we value harmony among thoughts, feelings, and behaviours

Question 7

cognitive dissonance

Answer 7

state of having inconsistent thoughts

Question 8

Balance theory

Answer 8

considers how a person might perceive relations among different attitude objects and how he might alter attitudes to remain balanced

Question 9

balance theory triad structure

Answer 9

person
perception of attitude object
perception of other person/object

Question 10

the fishbein model

Answer 10

multi attribute model, measures there components of attitudes

1. salient beliefs (brand specific)
2. attributes
3. evaluation (priority)

Question 11

source attractiveness

Answer 11

perceived social value association with the source

Question 12

two factor theory repetition

Answer 12

familiarity vs. boredom

Question 13

comparative advertising

Answer 13

message compares 2+ recognizable brands on specific attributes

Question 14

Sales Techniques (3)

Answer 14

1. foot-in-the door technique
2. low-ball technique
3. door in the face technique

Question 15

foot in the door technique

Answer 15

consumer is more likely to comply with a request if he has first agreed to comply with a smaller request

Question 16

low-ball technique

Answer 16

person is asked for a small favour and is informed after agreeing to it that it will be very costly

Question 17

door in the face technique

Answer 17

person is first asked to do something extreme (which he refuses) then asked to do something smaller

Question 18

changing attitudes based on psychological principals (6)

Answer 18

1. reciprocity
2. scarcity
3. authority
4. consistency
5. liking
6. consensus

Question 19

reciprocity

Answer 19

more likely to give if we receive first

Question 20

scarcity

Answer 20

things not available more desirable

Question 21

authority

Answer 21

believe authoritative sources

Question 22

consistency

Answer 22

try not to contradict

Question 23

liking

Answer 23

agree with those we like or admire

Question 24

consensus

Answer 24

consider what others do before deciding what to do

Question 25

source attractiveness (4)

Answer 25

1. appearance
2. personality
3. social status
4. similarity to receiver