Chapter 5 - Attitudes Based on High Effort Flashcards
Attitude
overall evaluation that expresses how much we like or dislike an object, issue, person, or action
3 importance of attitudes
- guide our thoughts
- influence our feelings
- affect our behavior
5 characteristics of attitude
- favorability
- attitude accessibility
- attitude confidence
- persistence
- resistance
Favorability
Characteristic of attitude: how much we like or dislike or something
Attitude accessibility
Characteristic of attitude: ow easily and readily an attitude can be retrieved from memory
Attitude confidence
Characteristic of attitude: we hold our attitudes very strongly, whereas in other cases we feel much less certain about them
Persistence
Characteristic of attitude: or endurance, the attitudes we hold with confidence may last for an extremely long time, whereas others may be very brief
resistance
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
cognitions (thoughts or beliefs)
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
ambivalence
when we have strong positive evaluations of one aspect of a brand and strong negative evaluations of other aspects of the brand
emotions
another approach to attitude. sometimes we have a favorable attitude toward an offering simply because it feels good or seems right
MAO
Motivation, ability, and opportunity
central-route processing
process of attitude formation and change when thinking about a message requires some effort
peripheral-route processing
describe attitude formation and change that involves limited effort (or low elaboration) on the pat of the consumer
consumers MAO to process information is high
attitudes tend to be more accessible, persistent, resistant to change, and held with confidence when _____
cognitively or affectively
when consumers are likely to devote a lot of effort to processing information, marketers can influence consumers attitudes either:
Direct or Imagined Experience
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
Reasoning by Analogy or Category
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
Values-driven Attitudes
One of five cognitive models: your values shape your attitude toward the brand
Social identity-based attitude generation
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
Analytical process of attitude formation
One of the five cognitive models: after being exposed to marketing stimuli or other information, they form attitudes based on their cognitive responses
Analytical process of attitude formation
One of the five cognitive models: after being exposed to marketing stimuli or other information, they form attitudes based on their cognitive responses
cognitive responses
thoughts a person has when he/she is exposed to communication, which may take the form of recognitions, evaluations, associations, images, or idea.
3 cognitive responses to communications
- Counterarguments (CAs)
- Support arguments (SAs)
- Source derogations (SDs)
Cognitive response model
According to ____, consumers exert a lot of effort in responding to the message /
Counterarguments (CAs)
cognitive response to communication: thoughts that express disagreement with the message
Support Arguments (SAs)
cognitive response to communication: thoughts that express agreement with the message
Source derogations (SDs)
cognitive response to communication: thoughts that discount or attack the message source
belief discrepancy
when a message is different from what consumers believe
disrupt-then-reframe technique
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
expectancy-value models
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
Theory of reasoned action (TORA)
a model that provides an expanded picture of how, wen, and why attitudes predict consumer behavior.
Behavior (B)
What we do
Behavioral intention (BI)
what we intend to do
Attitude toward the act (Aact)
How we feel about doing something
Subjective norm (SN)
How others feel about our doing something
Normative influence
How other people influence our behavior through social pressure
Theory of planned behavior
extension of TORA that predicts behaviors over which consumers perceive they ave control
Credibility
extent to which the source is trustworthy, expert, or has status
trustworthiness, expertise, and status
sources are credible when they have on or more of these three characteristics
sleeper effect
consumers forget the source of a message more quickly than they forget the message
four factors that affect the credibility of a message
the quality of argument, whether it is a one or two-sided message, and whether it is a comparative message
strong arguments
Factor that affect the credibility of a message: a presentation that features the best or central merits of an offering in a convincing manner
one-sided message
factor that affect the credibility of a message: a marketing message that presents only positive information
two-sided message
factor that affect the credibility of a message: a marketing message that presents both positive and negative information
comparative message
factor that affect the credibility of a message: a message that makes direct comparisons with competitors
two types of comparative message
- indirect comparative message
2. direct comparative advertising
indirect comparative message
the offering is compared with those of unnamed competitors
direct comparative advertising
explicitly name and attack a competitor or set of competitors on the basis of attribute or benefit
engagement
refers to the extent to which consumers are emotionally connected to a product or ad
affective response
when consumers generate feelings and images in response to a message
emotional appeal
a message designed to elicit an emotional response
