Chapter 7 flash cards
attitudes
relatively enduring overall evaluations of objects, products, services, issues, or people
ABC approach to attitudes
approach that suggests that attitudes encompass one’s affect, behavior, and cognitions (or beliefs) toward an object
functional theory of attitudes
theory of attitudes that suggests that attitudes perform four basic functions
utilitarian function of attitudes
function of attitudes in which consumers use attitudes as ways to maximize rewards and minimize punishment
knowledge function of attitudes
function of attitudes whereby attitudes allow consumers to simplify decision-making processes
value-expressive function of attitudes
function of attitudes whereby attitudes allow consumers to express their core values, self-concept, and beliefs to others
ego-defensive function of attitudes
function of attitudes whereby attitudes work as a defense mechanism for consumers
hierarchy of effects
attitude approach that suggests that affect, behavior, and cognitions form in a sequential order
multiattribute attitude model
a model that combines a number of pieces of information about belief and evaluations of attributes of an object
attitude-toward-the-object (ATO) model
attitude model that considers three key elements:
- beliefs consumers have about salient attributes,
- the strength of the belief that an object possesses the attribute,
- evaluation of the particular attribute
compensatory model
attitudinal model wherein low ratings for one attribute are compensated for by higher ratings on another
attitude–behavior consistency
extent to which a strong relationship exists between attitudes and actual behavior
behavioral intentions model
model developed to improve on the ATO model, focusing on behavioral intentions, subjective norms, and attitude toward a particular behavior
theory of planned action
attitudinal measurement approach that expands upon the behavioral intentions model by including a perceived control component
attitude tracking
effort of a marketer or researcher to track changes in consumer attitudes over time
persuasion
attempt to change attitudes
elaboration likelihood mode
attitudinal change model that shows attitudes are changed based on differing levels of consumer involvement through either central or peripheral processing
central route to persuasion
path to persuasion found in ELM where the consumer has high involvement, motivation, and/or ability to process a message
central cues
information presented in a message about the product itself, its attributes, or the consequences of its use
peripheral route to persuasion
path to persuasion found in ELM where the consumer has low involvement, motivation, and/or ability to process a message
peripheral cues
nonproduct-related information presented in a message
balance theory
theory that states that consumers are motivated to maintain perceived consistency in the relations found in a system
consistency principle
principle that states that human beings prefer consistency among their beliefs, attitudes, and behaviors
social judgment theory
theory that proposes that consumers compare incoming information to their existing attitudes about a particular object or issue and that attitude change depends upon how consistent the information is with the initial attitude
message effects
how the appeal of a message and its construction affect persuasiveness
source effects
characteristics of a source that influence the persuasiveness of a message
serial position effect
occurs when the placement of information in a message impacts recall of the information
primacy effect
occurs when the information placed early in a message has the most impact
recency effect
occurs when the information placed late in a message has the most impact
matchup hypothesis
hypothesis that states that a source feature is most effective when it is matched with relevant products
