Chapter 5 - Attitudes Based on High Effort

Question 1

Attitude

Answer 1

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

Question 2

3 importance of attitudes

Answer 2

1. guide our thoughts
2. influence our feelings
3. affect our behavior

Question 3

5 characteristics of attitude

Answer 3

1. favorability
2. attitude accessibility
3. attitude confidence
4. persistence
5. resistance

Question 4

Favorability

Answer 4

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

Question 5

Attitude accessibility

Answer 5

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

Question 6

Attitude confidence

Answer 6

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

Question 7

Persistence

Answer 7

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

Question 8

resistance

Answer 8

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

Question 9

cognitions (thoughts or beliefs)

Answer 9

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

Question 10

ambivalence

Answer 10

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

Question 11

emotions

Answer 11

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

Question 12

MAO

Answer 12

Motivation, ability, and opportunity

Question 13

central-route processing

Answer 13

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

Question 14

peripheral-route processing

Answer 14

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

Question 15

consumers MAO to process information is high

Answer 15

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

Question 16

cognitively or affectively

Answer 16

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

Question 17

Direct or Imagined Experience

Answer 17

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

Question 18

Reasoning by Analogy or Category

Answer 18

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

Question 19

Values-driven Attitudes

Answer 19

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

Question 20

Social identity-based attitude generation

Answer 20

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

Question 21

Analytical process of attitude formation

Answer 21

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

Question 22

Analytical process of attitude formation

Answer 22

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

Question 23

cognitive responses

Answer 23

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

Question 24

3 cognitive responses to communications

Answer 24

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

Question 25

Cognitive response model

Answer 25

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

Question 26

Counterarguments (CAs)

Answer 26

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

Question 27

Support Arguments (SAs)

Answer 27

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

Question 28

Source derogations (SDs)

Answer 28

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

Question 29

belief discrepancy

Answer 29

when a message is different from what consumers believe

Question 30

disrupt-then-reframe technique

Answer 30

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

Question 31

expectancy-value models

Answer 31

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

Question 32

Theory of reasoned action (TORA)

Answer 32

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

Question 33

Behavior (B)

Answer 33

What we do

Question 34

Behavioral intention (BI)

Answer 34

what we intend to do

Question 35

Attitude toward the act (Aact)

Answer 35

How we feel about doing something

Question 36

Subjective norm (SN)

Answer 36

How others feel about our doing something

Question 37

Normative influence

Answer 37

How other people influence our behavior through social pressure

Question 38

Theory of planned behavior

Answer 38

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

Question 39

Credibility

Answer 39

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

Question 40

trustworthiness, expertise, and status

Answer 40

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

Question 41

sleeper effect

Answer 41

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

Question 42

four factors that affect the credibility of a message

Answer 42

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

Question 43

strong arguments

Answer 43

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

Question 44

one-sided message

Answer 44

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

Question 45

two-sided message

Answer 45

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

Question 46

comparative message

Answer 46

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

Question 47

two types of comparative message

Answer 47

1. indirect comparative message | 2. direct comparative advertising

Question 48

indirect comparative message

Answer 48

the offering is compared with those of unnamed competitors

Question 49

direct comparative advertising

Answer 49

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

Question 50

engagement

Answer 50

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

Question 51

affective response

Answer 51

when consumers generate feelings and images in response to a message

Question 52

emotional appeal

Answer 52

a message designed to elicit an emotional response