Chapter 5 Flashcards
Attitude
An overall evaluation that expresses how much we like or dislike an object, issue, person or action
Attitudes are important because they
guide our thoughts (the cognitive function)
Influence our feelings (the affective function)
Affect our behavior (the conative function)
Five main characteristics of attitudes
Favourability
Attitude accessibility
Attitude confidence
persistence
Resistance
(Ambivalence)
Favourability (attitudes 5 main characteristics)
refers to how much we like or dislike something
Attitude accessibility (attitudes 5 main characteristics)
Refers to how easily and readily an attitude can be retrieved from memory
Attitude confidence (attitudes 5 main characteristics)
Attitudes can also be described in terms of their strength
Persistence (attitudes 5 main characteristics)
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
Resistance (attitudes 5 main characteristics)
Attitudes can be described in terms of ther resistance to subsequent change
Ambivalence (attitudes 5 main characteristics (but not really this one))
As when we have strong positive evaluations of one aspect of a brand and strong negative evaluations of other aspects of the brand
One approach to attitude formation suggests that (cognition based)
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
One approach to attitude formation suggests that (emotions)
Attitudes are based on emotions. Sometimes we have a favourable attitude towards an offering simply because it feels good or seems right
Central-route processing
Describes the process of attitude formation and change when thinking about a message that requires some effort.
Because attitudes tend to be based on peripheral or superficial cues contained within the message, the term
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
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
Direct or imagined experience
Reasoning by analogy or acategory
Value driven attitudes
social identity based on attitude generation
Analytical process of attitude construction
Direct or imagined experience (how thoughts are related to attitudes when consumers devote a lot of effort to processing information and making decisions)
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
Reasonging by analogy or category (how thoughts are related to attitudes when consumers devote a lot of effort to processing information and making decisions)
Consumers also form attitudes by considering how similar a product is to other products or to a particular product category
Value driven attitudes(how thoughts are related to attitudes when consumers devote a lot of effort to processing information and making decisions)
The way attitudes are generated or shaped is based on individual values
Social identity based attitude generation (how thoughts are related to attitudes when consumers devote a lot of effort to processing information and making decisions)
The way that consumers view their own social identities can play a role in forming their attitudes towards products or brands
Analytical processes of attitude construction (how thoughts are related to attitudes when consumers devote a lot of effort to processing information and making decisions)
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
Cognitive responses
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
According to the congitive response model, consumers exert a lot of effort in responding to the message - enough effort to generate
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
belief discrepancy
Occurs when a message is different from what consumers believe
Expectancy value models
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
Expectancy value model (theory of reasoned action TORA)
Provides an explained picture of how, when, and why attitudes predict consumer behavior, particularly in the united states
Theory of reasoned action explains that behavior B is
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
Normative influences (from others)
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
TORA (theory of planned behavior) also seeks
To predict behaviours over which consumers have incomplete control by examining their perceived behavioural control
Credibility
The extent to which the source is trustworthy, of these sources and the credibility of the company influence customers attitudes
Sources are credible when they have one or more of three characteristics
Trustworthiness, expertise and status
A message is perceived as credible when it makes use of
strong arguments ((present the best features or central merits of an offering in a convincing manner)
one sided messages
Messages that present only positive information
Two sided messages
Containing both positive and negative information about an offering (can be effective)
Comparative messages
show how much better the offering is than its competitors
indirect comparative message
in which the offering is compared with those of unnamed competitors
Direct comparative advertising
Advertisers explicity name and attack a competitor or set of competitors on the basis of an attribute or benefit
Affective responses (ARs)
When consumers are emotionally involved in a message, they tend to process it on a general level rather than analytically
Match up hypothesis
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)
emotional contagion
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)
Fear appeals
Attempt to elicit fear or anxiety by stressing the negative consequences of either engating or not engaging in a particular behavior
Terror management theory (TMT)
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
Three major factors have been found to lead a positive A(ad) in the context of high effort
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
