Brainscape's Knowledge GenomeTM

Browse over 1 million classes created by top students, professors, publishers, and experts.


See full index

mktg 171 - consumer behavior > Chapter 5 - Attitudes Based on High Effort > Flashcards

Chapter 5 - Attitudes Based on High Effort Flashcards

1
Q

Attitude

A

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

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
2
Q

3 importance of attitudes

A
  1. guide our thoughts
  2. influence our feelings
  3. affect our behavior
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
3
Q

5 characteristics of attitude

A
  1. favorability
  2. attitude accessibility
  3. attitude confidence
  4. persistence
  5. resistance
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
4
Q

Favorability

A

Characteristic of attitude: how much we like or dislike or something

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
5
Q

Attitude accessibility

A

Characteristic of attitude: ow easily and readily an attitude can be retrieved from memory

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
6
Q

Attitude confidence

A

Characteristic of attitude: we hold our attitudes very strongly, whereas in other cases we feel much less certain about them

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
7
Q

Persistence

A

Characteristic of attitude: or endurance, the attitudes we hold with confidence may last for an extremely long time, whereas others may be very brief

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
8
Q

resistance

A

Characteristic of attitude: ___to subsequent change. consumers may change attitudes easily when they are not loyal to a particular brand or know little about a product. attitude change is more difficult when consumers are brand loyal

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
9
Q

cognitions (thoughts or beliefs)

A

one approach to attitude formation. attitudes can be based on thoughts we have about information received from an external source or on information we recall from memory

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
10
Q

ambivalence

A

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

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
11
Q

emotions

A

another approach to attitude. sometimes we have a favorable attitude toward an offering simply because it feels good or seems right

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
12
Q

MAO

A

Motivation, ability, and opportunity

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
13
Q

central-route processing

A

process of attitude formation and change when thinking about a message requires some effort

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
14
Q

peripheral-route processing

A

describe attitude formation and change that involves limited effort (or low elaboration) on the pat of the consumer

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
15
Q

consumers MAO to process information is high

A

attitudes tend to be more accessible, persistent, resistant to change, and held with confidence when _____

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
16
Q

cognitively or affectively

A

when consumers are likely to devote a lot of effort to processing information, marketers can influence consumers attitudes either:

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
17
Q

Direct or Imagined Experience

A

One of five cognitive models: elaborating on actual experience with a product or service (even imaging what the experience can be like) can help consumers form positive or negative attitudes

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
18
Q

Reasoning by Analogy or Category

A

One of five cognitive models: consumers also form attitudes by considering how similar a product is to other products or to a particular product category

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
19
Q

Values-driven Attitudes

A

One of five cognitive models: your values shape your attitude toward the brand

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
20
Q

Social identity-based attitude generation

A

One of the five cognitive models: the way that consumers view their own social identities; you will tend to form positive attitudes toward a brand or product to express this social identity

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
21
Q

Analytical process of attitude formation

A

One of the five cognitive models: after being exposed to marketing stimuli or other information, they form attitudes based on their cognitive responses

22
Q

Analytical process of attitude formation

A

One of the five cognitive models: after being exposed to marketing stimuli or other information, they form attitudes based on their cognitive responses

23
Q

cognitive responses

A

thoughts a person has when he/she is exposed to communication, which may take the form of recognitions, evaluations, associations, images, or idea.

24
Q

3 cognitive responses to communications

A
  1. Counterarguments (CAs)
  2. Support arguments (SAs)
  3. Source derogations (SDs)
25
Q

Cognitive response model

A

According to ____, consumers exert a lot of effort in responding to the message /

26
Q

Counterarguments (CAs)

A

cognitive response to communication: thoughts that express disagreement with the message

27
Q

Support Arguments (SAs)

A

cognitive response to communication: thoughts that express agreement with the message

28
Q

Source derogations (SDs)

A

cognitive response to communication: thoughts that discount or attack the message source

29
Q

belief discrepancy

A

when a message is different from what consumers believe

30
Q

disrupt-then-reframe technique

A

to decrease counterargument, disrupting consumer’s cognitive processing of the communication in an odd but subtle way clears the way for more effective persuasion when the message is reframed

31
Q

expectancy-value models

A

analytical processes that explain how consumers form and change attitudes based on (1) the beliefs or knowledge they have about an object or action (2) their evaluation of these particular beliefs

32
Q

Theory of reasoned action (TORA)

A

a model that provides an expanded picture of how, wen, and why attitudes predict consumer behavior.

33
Q

Behavior (B)

A

What we do

34
Q

Behavioral intention (BI)

A

what we intend to do

35
Q

Attitude toward the act (Aact)

A

How we feel about doing something

36
Q

Subjective norm (SN)

A

How others feel about our doing something

37
Q

Normative influence

A

How other people influence our behavior through social pressure

38
Q

Theory of planned behavior

A

extension of TORA that predicts behaviors over which consumers perceive they ave control

39
Q

Credibility

A

extent to which the source is trustworthy, expert, or has status

40
Q

trustworthiness, expertise, and status

A

sources are credible when they have on or more of these three characteristics

41
Q

sleeper effect

A

consumers forget the source of a message more quickly than they forget the message

42
Q

four factors that affect the credibility of a message

A

the quality of argument, whether it is a one or two-sided message, and whether it is a comparative message

43
Q

strong arguments

A

Factor that affect the credibility of a message: a presentation that features the best or central merits of an offering in a convincing manner

44
Q

one-sided message

A

factor that affect the credibility of a message: a marketing message that presents only positive information

45
Q

two-sided message

A

factor that affect the credibility of a message: a marketing message that presents both positive and negative information

46
Q

comparative message

A

factor that affect the credibility of a message: a message that makes direct comparisons with competitors

47
Q

two types of comparative message

A
  1. indirect comparative message

2. direct comparative advertising

48
Q

indirect comparative message

A

the offering is compared with those of unnamed competitors

49
Q

direct comparative advertising

A

explicitly name and attack a competitor or set of competitors on the basis of attribute or benefit

50
Q

engagement

A

refers to the extent to which consumers are emotionally connected to a product or ad

51
Q

affective response

A

when consumers generate feelings and images in response to a message

52
Q

emotional appeal

A

a message designed to elicit an emotional response

mktg 171 - consumer behavior (2 decks)

Brainscape helps you reach your goals faster, through stronger study habits.
© 2024 Bold Learning Solutions. Terms and Conditions