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MKT 3230 > Chapter 7 & 8 - Attitude Formation Change > Flashcards

Chapter 7 & 8 - Attitude Formation Change Flashcards

1
Q

What are attitudes?

A

Lasting general evaluations of people, ideas, entities

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2
Q

What is affect?

A

Feelings

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3
Q

What is behavior?

A

Intentions

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4
Q

What is cognition?

A

Beliefs

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5
Q

What is the high involvement hierarchy (problem-solving process)?

A

Cognitions –> affect –> behaviour

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6
Q

What is low involvement hierarchy (problem-solving process)

A

Baseline cognitions –> behaviour –> affect

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7
Q

What is the experiential hierarchy (problem-solving process)?

A

Affect –> behaviour –> cognitions

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8
Q

What is balance theory?

A

we tend to perceive relationships amongst objects that we see as belonging together

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9
Q

What happens if elements in a triad are not balanced? (balance theory)

A

If they are not balanced a state of tension will result until somehow perceptions are changed and balance is restored

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10
Q

What is a triad? (balance theory)

A

Three elements that result in the attitude structure in balance theory

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11
Q

What are the three elements in the triad?

A

A person perceiving these relationships (example the customer)
An attitude object (example: brand)
Some other person on object (example: spokesperson)

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12
Q

How do people want the relationships between their perceptions to be? (balance theory)

A

they want them to be harmonious aka balanced

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13
Q

What are ways in which you can apply teachings from the multi-attribute model? (strategic applications)

A

Capitalize on relative advantage
Strengthen perceived product attributes
Add a new attribute
Influence competitors ratings

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14
Q

What is the capitalize on relative advantage? (strategic applications)

A

If a brand is perceived that they are strong in a particular attribute, customers need to believe that the strong attribute is important

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15
Q

What is the “strengthen perceived product attribute”? (strategic applications)

A

This is where you try to change perceptions of an already existing aspect of a brand. reinvent it, spin it, introduce it as new and improved…

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16
Q

What is the “add a new attribute” aspect in strategic applications?

A

Add a product feature, a new attribute, something to distinguish yourself from their competitors.

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17
Q

What is the “influence competitors ratings” aspect in strategic applications?

A

Try to decrease the positivity of competitors
Comparative advertising - maybe publish an ad that shows the attributes in which brand A is more favourable than brand B

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18
Q

What is descriptive norms?

A

norms that convey information regarding what other people commonly do

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19
Q

What is injective norms?

A

norms that convey information regarding what is commonly approved and disapproved by others

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20
Q

What is persuasion?

A

an active attempt to change attitudes

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21
Q

What are the steps in the communication model?

A

Spokesperson –> message –> medium –> customers –> feedback

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22
Q

What is the spokesperson stage in the communication model?

A

You want to make sure that you have a good spokesperson and tat their message is as good as possible

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23
Q

What is the “message” stage in the communication model?

A

“Buy this product”
Are you appealing to utilitarianism?
are you using a scare approach, jokes, or emotional appeal?

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24
Q

What is the “medium” stage in the communication model?

A

How is it delivered to the customers?
Tv, billboard…

25
Q

What is the “feedback” stage in the communication model?

A

If you don’t see any metrics move or improve, you should rethink your strategy

26
Q

What is the updated view of persuasive communications?

A

Companies can no longer have full control of their message.
With the internet everyone is adding their own input on your message, spinning it or enhancing it.
There is now two-way communication
it is a lot more active

27
Q

What is permission marketing?

A

Marketing to those who have opted into the marketing messages.

28
Q

What was the traditional communications model made for?

A

Mass communications
TV, radio, newspaper

29
Q

If a brand gets into hot water for doing something wrong, what should they do?

A

They should own up to their mistakes, traditional advertising is no longer enough

30
Q

What is real-time marketing?

A

marketing activities that leverage up to date and currently occuring events (often taking place on platforms like facebook, twitter, instagram, and snapchat)

31
Q

What is credibility in terms of a spokesperson?

A

the perceived expertise, objectivity, and trustworthiness of the message source

32
Q

What is attractiveness in terms of a spokesperson?

A

physical appearance
similarity to self (they are similar to the target customer, ex: just an every day mom)
personality
social status

33
Q

How can someone increase their credibility? (spokesperson)

A

if the source’s qualifications are relevent
knowledge bias
or reporting bias

34
Q

What is knowledge bias? (credibility of a spokesperson)

A

questioning a source’s knowledge about a topic is not accurate

35
Q

What is reporting bias? (credibility of a spokesperson)

A

questioning the source’s willingness to convey accurate information

Example: hockey stars being paid by a brand to only use their sticks, they have the right credentials, but they might be perceived as a hired gun

36
Q

What is the halo effect? (attractiveness of a spokesperson)

A

We assume that people who are good looking are smarter, cooler, happier..

The positivity of one attribute causes people to assume that you are positive in other areas in which we have no idea.

37
Q

Is there more or less risk with a celebrity spokesperson?

A

More risk

38
Q

Is there more or less risk with a normal unfamiliar person as your spokesperson?

A

Less risk

39
Q

What is a q rating?

A

It is a metric that assesses the person based on certain criteria:
Example of criteria: how relatable they are, family-friendly, their status, their associations…

40
Q

What is the match-up hypothesis?

A

When a celebrity is paired up with a similar product, it makes sense.
Mickael Jordan selling sporting equipment makes sense, him selling a vacuum makes less sense.

41
Q

For high-involvement purchases, what kind of spokesperson should you have?

A

Credible spokesperson
an expert in the field

42
Q

For low-involvement purchases, what kind of spokesperson should you have?

A

An attractive spokesperson (a celebrity)

43
Q

For text/pictures, what is better suited for high-involvement purchases?

A

More text / fine print

44
Q

For text/pictures, what is better suited for low-involvement purchases?

A

More pictures
Light-hearted, more emotional appeal

45
Q

What is a one-sided argument?

A

Saying only great things about the product
talking about the high quality, good price, sustainable

46
Q

What is a two-sided argument?

A

talking about the positive AND the negative aspects of your product
if there was a food recall, bad press, you should acknowledge that this happened and continue by stating how you are going to move forward

47
Q

What is comparative marketing?

A

talking about your competitor
(comparison advertising)

48
Q

What is a fear appeal in advertising?

A

it highlights the negative consequences that can occur if a consumer fails to change their behavior or attitude.

49
Q

What is the elaboration likelihood model? (ELM)

A

assumes that once a consumer receives a message, they begin to process it

under high involvement, the consumer will take the central route to persuasion

under low involvement, the consumer will take the peripheral route to persuasion

50
Q

When is the central route to persuasion used?

A

High involvement customers

51
Q

What do customers want in the central route to persuasion? (as far as messaging and spokesperson)

A

They want to find print, side effects, and more utilitarian messaging
they want people who are credible, with experience who know what they are talking about

52
Q

When is the peripheral route to persuasion used?

A

For low involvement customers

53
Q

What is a person’s reaction when they see a persuasive message in the central route to persuasion?

A

They will carefully read the message, think actively about the arguments presented, and generate their own cognitive response to these arguments.

54
Q

What is an important factor in order to persuade an attitude change with central route to persuasion?

A

Quality of argument is important

55
Q

What is an example of the cues used in peripheral route to persuasion?

A

Product packaging, attractiveness, the context in which the message is presented

56
Q

What is peripheral route to persuasion?

A

this route is taken when the person is not motivated to think about the arguments presented
they are instead likely to use other cues in deciding on the suitability of the message

57
Q

What is the persuasion knowledge model?

A

customers develop knowledge about persuasion and use this knowledge to cope or deal with persuasive attempts

58
Q

What does the persuasion knowledge model lead to (from a customer perspective)

A

it leads to greater resistance to traditional advertising
more skepticism
it leads to use of the central route to persuasion

MKT 3230 (5 decks)

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