Chapter 11 Flashcards
Aesthetic appeal
tap consumers’ affective reactions by going beyond the cognitive association of functionality
Affective component
feeling or emotional reactions to an object
Ambivalent attitude
holding mixed beliefs and/or feelings about an attitude object
Attitude
is an enduring organization of motivational, emotional, perceptual and cognitive processes with respect to some aspect of our environment
Attribute framing
where only a single attribute is the focus of the frame
Behavioral component:
of an attitude is one’ s tendency to respond a certain manner towards an object or activity
Benefit segmentation
segmenting consumers on the basis of their most important attribute or attributes
Cognitive component:
consist of a consumer’s belief about an object
Comparative ads:
directly compare the features or benefit of two or more brands
Elaboration likelihood model (ELM)
a theory about how attitudes are formed and changed under varying conditions of involvement
Emotional ads
design to primarily elicit a positive affective response rather than to provide information or arguments
Fear appeals:
the threat of negative unpleasant consequence if attitudes or behaviors are not altered
Goal framing
the message stresses either the positive consequence of performing an act or the negative consequence of not perform the act
Humorous appeals
ads built around humor appear to increase attention to and like of the ad, particularly for those individual high in need for humor
Mere Exposure
simply presenting a brand to an individual on a large number of occasion might make the individual’s attitude toward the brand more positive.
Message framing
refers to presenting one of two equivalent value outcomes either in positive or gain terms (positive framing) or in negative or loss terms (negative framing)
Multi-attribute attitude model
model breaks down the consumer’s overall attitude into small components.
Multi-attribute attitude model
The more positive beliefs associated with a brand, the more positive each belief is and the easier it is for the individual to recall the beliefs the more favorable the overall cognitive component is presumed to be. And because all the components of an attitude are generally consistent the overall attitude is more favorable.
One-sided messages
one point of view is expressed
Sources credibility
trustworthiness and expertise
Sponsorship
a company providing financial support for an event
Spokes characters
turning to brand ambassador or social media influencers (influential) to promote their brand. Can be animated animals, people, product or other objects
Testimonial Ad
a person generally a typical member of a target market recounts his or her successful use of the product, service or idea
Two-sided message
presenting both good and bad points is counterintuitive and most marketers are reluctant to try such an approach
Utilitarian appeals:
involve informing the consumer of one or more functional benefit that are important to the target market
Value-expressive appeals
attempt to build a personality for the product or create an image of the product user
Hedonic products
are consumed for luxury purpose, which are desirable object that allow the consumer to feel pleasure, fun, and enjoyment from buying the product. This is the difference from Utilitarian goods, which are purchased for their practical uses and are based on the consumer’s need
