Chapter 6: Attitudes And How To Change Them Flashcards
Define attitude
A lasting, general evaluation of people, objects, advertisements or issues. Attitudes include cognitive (beliefs) and effective (emotional) elements
Define attitude object
Anything toward which one has an attitude
What is the functional theory of attitudes
Two people can each have an attitude towards some object for different reasons. As a result, it’s helpful for a marketer to know why an attitude is held before they try to change it.
Explain the model of persuasion > attitude > behavior
persuasion -(forms/changes)> attitude -(guides)> behavior
persuasive processes;
- central (slow, rational) vs. peripheral (fast, emotional) processes
- narrative persuasion
persuasive communication factors;
- source: where the communication originates & receives feedback
- message: how something is relayed
- medium (TV, social media etc.)
attitudes comprised of;
- cognitions and emotions,
- usually positive or negative
- have explicit and implicit elements
attitude to behavior link depends on
- attitude commitment
- social context
Define persuasion
Process of forming or changing someone’s attitude
What are the different attitude functions
- Utilitarian function
- focuses on rewards and punishments associated with decision (we develop some attitudes toward products simply because they provide pleasure or pain) - Value expressive function
- reflects the consumer’s values and self-concept (a person buys a product because of what the product says about them as a person) - Ego defense function
- attitudes we form to protect ourselves from external threats or internal feelings - Knowledge functions
- addresses the need for order structure and meaning in decision-making
Differentiate between slow thinking and fast thinking
“Type 1” processes are fast, automatic, unconscious, error prone and intuitive (everyday decisions)
“Type 2” processes are slow, effortful, reliable, conscious and analytic (complex decisions)
Describe what a multiattribute attitude model is
This model assumes that consumers attitudes toward an attitude object depend on the beliefs that they have about several of its attributes
What three elements does the multiattribute model contain
- attributes: are characteristics of the attitude object
- beliefs: are cognitions about the specific attitude object
- importance of weight: reflect the relative priority of an attribute to the consumer (although people may consider an attitude object for several attributes, some are likely to be more important than others and likely to differ across consumers)
Explain the fishbein model
It measures three components of attitude
- salient beliefs: are beliefs about the object a person considers during evaluation
- object attribute linkages: the probability that a particular object has an important attribute
- evaluation of each of the important attributes
How can marketers use the multi attribute model information
- capitalize on relative advantage (if students view one brand as superior on a particular attribute, then marketers need to convince consumers that this attribute is important)
- strengthen perceived linkages (consumers aren’t aware of certain attributes, providing an opportunity to stress a specific quality to consumers)
- add a new attribute (distinguish themselves from competitors when adding a new product feature)
- influence competitors ratings (using a comparative advertising strategy)
Differentiate between moods and emotions
- moods are temporary positive or negative effective states
- emotions such as happiness, anger, and fear tend to be more intense, and they often relate to a specific triggering event
Define mood congruency (neuromarketing)
Refers to the idea that our moods tend to shape our judgments
Define negative state relief
Helping others to resolve their own negative moods
What are factors that affect attitudes
Ambivalence - a sense of being torn or mixed about an attitude object because both positive and negative components of our attitudes are simultaneously existent
Explicit attitudes - are those that consumers are conscious of
Implicit attitudes - those that occur outside of our awareness but still have a big impact on what we think say or do
Social pressure - say or doing something that didn’t reflect your actual attitude but because of the pressure to conform
What is the additional component that is added in the theory of reasoned action (newer fishbein model)
> Subjective norms - accounts for the effects of what we believe other people think we should do.
Two factors measure subjective norms
- the intensity of a normative belief: that others believe we should take or not take some action
- the motivation to comply with that belief: the degree to which consumer takes others anticipated reactions into account when they evaluate a purchase
Name an explain the three levels of commitment
Compliance
lowest level - consumer forms attitude because they gain rewards or avoid punishment
Identification
mid level - attitude is formed in order to conform to another person or group
Internalization
highest level - deep seeded attitudes that become part of the consumers value system
Explain the consistency principle
We value harmony among our thoughts, feelings and behaviors and a need to maintain uniformity among these elements motivates us (we take action to resolve dissonance when our attitudes and behaviors are inconsistent)
In what ways can consumers reduce the tension of cognitive dissonance
- change behavior
- justify the purchase
- change attitude
What is the balance theory
Considers how people perceive relations among different attitude objects and how they might alter their attitudes so that these remain consistent or balanced
The balance of theory triad contains
(1) a person and their perception
(2) an attitude object
(3) some other person or object
What is the elaboration likelihood model
Assumes that under conditions of high involvement we take the central route to persuasion
Explain the different persuasions in the elaboration likelihood model
- fast persuasion: the peripheral route is when we are not really motivated to think in depth about the marketers arguments
- slow persuasion: the central route is when we find the information in a persuasive message relevant or interesting and we pay careful attention to it (we focus on the arguments made by the marketer)
- narrative persuasion
What is a persuasion knowledge model
Consumers develop knowledge about persuasion attempts and then call upon the experience whenever they believe someone is trying to change their mind
(for example, when you notice an instagram post is labeled sponsored content)
What are the questions to answer when crafting a persuasive message
- who will be in the ad?
- how should we construct the message?
- what media should we use?
- what characteristics of the target market might lead its members to accept the ad?
Describe source credibility (pg 192)
Refers to a communicators expertise, objectivity or trustworthiness (Keith Lee)
What is source attractiveness
Refers to the social value recipients attribute to a communicator. This value relates to the person’s physical appearance, personality, social status or similarity to the receiver
What are the different types of message appeals
- Rational
- Comparative
- Gain-framed
- Two-sided
- Safety
- Scarcity
- Reciprocity
- Emotional
- Family
- Youth
- Status
- Adventure
- Sex
- Humor
- Fear
What is comparative advertising
Message compares two + recognizable brands on
specific attributes. “Unlike McDonalds, all of Arby’s chicken sandwiches are made with 100% all-natural chicken”
In what ways can arguments be structured
- Two-sided messages: both positive and negative
information - Refutational argument: negative issue is raised, then dismissed (positive attributes should refute presented negative attributes. Effective with well-educated and not-yet-loyal audiences)
- Supportive arguments: present one or more positive attributes about the product and reasons to buy it
Explain the appeals used in advertising
Sex appeals - the belief that sex sells; subtle hints to blatant display of skin
Humor appeals -
Fear appeals - emphasises the negative consequences that can occur unless the consumer changes a behaviour or an attitude
Narrative appeals - ads take the form of an allegory, which is a story about an abstract trait or concept that advertisers tell in the context of a person, animal, vegetable or object
Explain advertainment
Advertainment refers to the fusion of advertising and entertainment
Name and explain the advertainment medias
Native advertising - refers to digital messages designed to blend into the editorial content of the publications in which they appear
Product placement - the insertion of real products in fictional movies, TV shows, books and plays
- Advergaming: online games merge with interactive advertisement that let companies target specific types of consumers
Reality engineering - occurs when marketers appropriate elements of popular culture and use them as promotional vehicles
