Chapter 7- Attitude and Attitude Change

Question 1

attitudes

Answer 1

relatively enduring overall evaluations of objects, products, services, issues, or ppl; they motivate ppl to behave in relatively consistent ways

Question 2

ABC approach to attitudes

Answer 2

attitudes possess 3 components

affect: feeling about an object & congnitions
behavior: overt behavior that consumers exhibit as well as their intentions to behave
cognitions: beliefs that the consumer has about the object

Question 3

hierarchy of affects

Answer 3

attitude approach that suggests that affect, behavior, and cognitions form in a sequential order and form one out of 4 hierarchies

Question 4

what are the 4 hierarchies of affects?

Answer 4

high involvement (standard learning): cognition-affect-behavior

low-involvement hierarchy: cognition-behavior-affect

experimental hierarchy: affect-behavior-cognition

behavioral influence hierarchy: behavior-cognition-affect

Question 5

high involvement hierarchy

Answer 5

occurs when a consumer faces a high-involvement decision or addresses a significant problem and are important to a consumer and contain (often) significant risk

Question 6

low involvement hierarchy

Answer 6

consumers often have some basic beliefs about products w/o necessarily having strong feelings toward them

Question 7

experimental hierarchy

Answer 7

many purchases are based on feelings, and consumers often purchase products or try experiences simply bc they “feel good” or “feel right”

Question 8

behavioral influence hierarchy

Answer 8

some behaviors occur w/o either beliefs or affect being strongly formed beforehand

Question 9

multi-attribute attitude model

Answer 9

combines info about a number of beliefs and evaluations pertaining to an object’s attributes

Question 10

attitude-toward-the-object (ATO) model

Answer 10

(Fishbein) proposes 3 key elements must be assessed to understand and predict a customer’s attitude

1. salient beliefs a person has a about the attributes of an object
2. strength of the belief that a certain object under consideration does indeed have the attribute
3. evaluation of the attribute in person

Question 11

compensatory model

Answer 11

attitudes are formed holistically across a number of attributes with poor ratings on one attribute being compensated for by higher ratings on another attribute; attitudinal model wherein low ratings for one attribute are compensated for by higher ratings on another

Question 12

attitude-behavior consistency

Answer 12

the extent to which a strong relationship exists btwn attitudes and actual behavior

Question 13

behavioral intentions model

Answer 13

(theory of reasoned action) model developed to improve on that ATO model, focusing on behavioral intentions, subjective norms, and attitude toward a particular behavior

Question 14

factors that weaken the attitude-behavior relationship

Answer 14

length of time btwn attitude measurement & overt behavior, the specificity with which attitudes are measured also have an impact on accuracy

Question 15

theory of planned action

Answer 15

expands upon the behavioral intentions model by including a perceived control component

Question 16

attitude tracking

Answer 16

refers to the extent to which a company actively monitors its customer’s attitudes over time

Question 17

persuasion

Answer 17

specific attempts to change attitudes

Question 18

elaboration likelihood model (ELM)

Answer 18

illustrates levels of consumer involvement; according to the ELM, a consumer begins to process a message as soon as it is received, & depending on the lvl of involvement and a consumer’s ability and motivation to process the message

Question 19

what are the 2 route in the ELM model?

Answer 19

1. central route to persuasion- path where the consumer has high involvement, motivation, and/or ability to process a message
   - central cues: info found in the message that pertains directly to the product, its attributes, its advantages, or the consequences of its use
2. peripheral route to persuasion: path to persuasion found in elm where the consumer has low involvement, motivation, and/or the ability to process a message
   - peripheral cues: non-product-related info presented in a message

Question 20

sentiment relations

Answer 20

relations btwn the observer (consumer) & the other elements in the system

Question 21

social judgement theory

Answer 21

proposes that consumers compare incoming information to their existing attitudes about a particular object or issue

Question 22

message effects

Answer 22

used to describe how the appeal of a messge and its construction affect persuasion

Question 23

source effects

Answer 23

refer to the characteristics of the person or character delivering a message that influences persuasion

Question 24

message appeals

Answer 24

sex appeals, humor appeals, fear appeals, violence appeals

Question 25

message construction

Answer 25

the way a message is constructed also impacts its persuasiveness & includes a # of ?s marketers should answer:

• should an ad present a conclusion or should the consumer be allowed to reach his own conclusion?
• should comparative ads that directly compare one brand against another be developed?
• where should important info be place?

Question 26

serial position effect

Answer 26

occurs when the placement of info in a message impacts recall of the information

Question 27

primary effect

Answer 27

occurs when the info placed early in a message has the most impact

Question 28

recency effect

Answer 28

occurs when the info placed late in a message has the most impact

Question 29

source effects

Answer 29

• source credibility
• source attractiveness
• source likeability
• source meaningfulness