Chapter 5

Question 1

Attitude

Answer 1

An overall evaluation that expresses how much we like or dislike an object, issue, person or action

Question 2

Attitudes are important because they

Answer 2

guide our thoughts (the cognitive function)

Influence our feelings (the affective function)

Affect our behavior (the conative function)

Question 3

Five main characteristics of attitudes

Answer 3

Favourability

Attitude accessibility

Attitude confidence

persistence

Resistance

(Ambivalence)

Question 4

Favourability (attitudes 5 main characteristics)

Answer 4

refers to how much we like or dislike something

Question 5

Attitude accessibility (attitudes 5 main characteristics)

Answer 5

Refers to how easily and readily an attitude can be retrieved from memory

Question 6

Attitude confidence (attitudes 5 main characteristics)

Answer 6

Attitudes can also be described in terms of their strength

Question 7

Persistence (attitudes 5 main characteristics)

Answer 7

Attitudes may also vary in their persistence, or endurance. The attitudes we hold with confidence may last for an extremely long time, whereas others may be very brief

Question 8

Resistance (attitudes 5 main characteristics)

Answer 8

Attitudes can be described in terms of ther resistance to subsequent change

Question 9

Ambivalence (attitudes 5 main characteristics (but not really this one))

Answer 9

As when we have strong positive evaluations of one aspect of a brand and strong negative evaluations of other aspects of the brand

Question 10

One approach to attitude formation suggests that (cognition based)

Answer 10

Attitudes are based on cognitions (thoughts) or beliefs. This means that attitudes can be based on thoughts we have about information received from an external soure or on information we recall from memory

Question 11

One approach to attitude formation suggests that (emotions)

Answer 11

Attitudes are based on emotions. Sometimes we have a favourable attitude towards an offering simply because it feels good or seems right

Question 12

Central-route processing

Answer 12

Describes the process of attitude formation and change when thinking about a message that requires some effort.

Question 13

Because attitudes tend to be based on peripheral or superficial cues contained within the message, the term

Answer 13

Peripheral route processing has been used to describe attitude formation and change that involves limited effort (or low elabortaion) on the part of the consumer

Question 14

Five models that aim to explain how thoughts are related to attitudes when consumers devote a lot of effort to processing information and making decisions

Answer 14

Direct or imagined experience

Reasoning by analogy or acategory

Value driven attitudes

social identity based on attitude generation

Analytical process of attitude construction

Question 15

Direct or imagined experience (how thoughts are related to attitudes when consumers devote a lot of effort to processing information and making decisions)

Answer 15

Elaborating on actual experience with a product or service (or even imagining what the experience could be like) can help consumers form positive or negative attitudes

Question 16

Reasonging by analogy or category (how thoughts are related to attitudes when consumers devote a lot of effort to processing information and making decisions)

Answer 16

Consumers also form attitudes by considering how similar a product is to other products or to a particular product category

Question 17

Value driven attitudes(how thoughts are related to attitudes when consumers devote a lot of effort to processing information and making decisions)

Answer 17

The way attitudes are generated or shaped is based on individual values

Question 18

Social identity based attitude generation (how thoughts are related to attitudes when consumers devote a lot of effort to processing information and making decisions)

Answer 18

The way that consumers view their own social identities can play a role in forming their attitudes towards products or brands

Question 19

Analytical processes of attitude construction (how thoughts are related to attitudes when consumers devote a lot of effort to processing information and making decisions)

Answer 19

Consumers sometimes use a more analytical process of attitude formation in which, after being exposed to marketing stimuli or other information, they form attitudes based on their cognitive responses

Question 20

Cognitive responses

Answer 20

Are the thoughts a person has when he or she is exposed to a communication, which may take form of recognition, evaluations, associationss, images or ideas

Question 21

According to the congitive response model, consumers exert a lot of effort in responding to the message - enough effort to generate

Answer 21

counterarguments (CAs) are thoughts that express disagreement with the message
Support arguments (SAs) are thoughts that express agreement with the message
Source derogations (SDs) Are thoughts that discount or attack the message source

Question 22

belief discrepancy

Answer 22

Occurs when a message is different from what consumers believe

Question 23

Expectancy value models

Answer 23

Are analytical processes that explain how consumers form and change attitudes based on

beliefs or knowledge they have about an object or action

And their evaluation of these particular beliefs

Question 24

Expectancy value model (theory of reasoned action TORA)

Answer 24

Provides an explained picture of how, when, and why attitudes predict consumer behavior, particularly in the united states

Question 25

Theory of reasoned action explains that behavior B is

Answer 25

A function of a persons behavioral intention (BI) which in turn is determined by

The persons attitude towards the act (Aact)

the subjective norms (SN) that operate the situation

Question 26

Normative influences (from others)

Answer 26

Can play a powerful role in how people behave. The TORA model assumes that attitudes are accessible since they can only guid behaviour if consumers can retrieve them. Attitudes confidence and less ambivalence will also increase the relationship between attitudes and behavior

Question 27

TORA (theory of planned behavior) also seeks

Answer 27

To predict behaviours over which consumers have incomplete control by examining their perceived behavioural control

Question 28

Credibility

Answer 28

The extent to which the source is trustworthy, of these sources and the credibility of the company influence customers attitudes

Question 29

Sources are credible when they have one or more of three characteristics

Answer 29

Trustworthiness, expertise and status

Question 30

A message is perceived as credible when it makes use of

Answer 30

strong arguments ((present the best features or central merits of an offering in a convincing manner)

Question 31

one sided messages

Answer 31

Messages that present only positive information

Question 32

Two sided messages

Answer 32

Containing both positive and negative information about an offering (can be effective)

Question 33

Comparative messages

Answer 33

show how much better the offering is than its competitors

Question 34

indirect comparative message

Answer 34

in which the offering is compared with those of unnamed competitors

Question 35

Direct comparative advertising

Answer 35

Advertisers explicity name and attack a competitor or set of competitors on the basis of an attribute or benefit

Question 36

Affective responses (ARs)

Answer 36

When consumers are emotionally involved in a message, they tend to process it on a general level rather than analytically

Question 37

Match up hypothesis

Answer 37

When consumers MAO and effort are high, attractive sources tend to evoke favourable attitudes if the sources are appropriate for the offering category (the source should match the offering)

Question 38

emotional contagion

Answer 38

Messages that apply the principle of emotional contagion depict people expresseing an emotion, with the goal of inducing consumers to vicariously experience that emotion

(in general psoitive emotions are intended to attract consumers to the offering whereas the negatives are intended to create anxiety about what might happen if consumers do not use the offering)

Question 39

Fear appeals

Answer 39

Attempt to elicit fear or anxiety by stressing the negative consequences of either engating or not engaging in a particular behavior

Question 40

Terror management theory (TMT)

Answer 40

According to this theory, we develop a worldview of values and beliefs to cope with the terror of knowing that we will die someday, despite our innate impulse toward self preservation. To avoid being paralyzed by axiety, we may respond to messages taht highlight threat of death by more strongly defending our worldview

t people feel threatened by their own death and therefore adopt worldviews that allow them to find meaning and worth in their lives

Question 41

Three major factors have been found to lead a positive A(ad) in the context of high effort

Answer 41

more information ads tend to be better liked annd to generate positive responses. These reactions to the ad will, in turn, have a positive influence on brand attitudes, a factor called the utilitarian (or functional) dimension

Consuers can take an ad if it creates positive feelings or emotions (the hedonic dimension)

Consumers can like an ad because it is interesting - that is, it arouses curiousity and attracts attention