chapter 7 flashcards

Question 1

what does the Hierarchy of Effects explain?

Answer 1

the explain the relative impact of the three components

Question 2

explain the three different components of Hierarchy of Effects

Answer 2

1. High Involvement Hierarchy: customers that are highly involved will engage in attitude formation by thinking, feeling, and then doing. They approach a consumer decison as a problem solving process where they are motivated to seek out information, carefully weigh alternatives, and come to a thoughtful decision
2. Low Involvement Hierarchy: assumes that consumers hold low involvement with an object, they initially do not have strong preference for one object over another. they will gather limited knowledge about an object and form an attitude only after they have acted toward the object, and then decide how they feel about it
3. the Experiential Hierarchy: highlights that sometimes we form attitudes based on our emotional reactions. the emotions expressed by the communicator can aslso impact attitudes.

memorize chart

Question 3

what is the Theory of Reasoned Action?

Answer 3

it aims to measure behavioural intentions, recognizing that certain uncontrollable factors inhibit prediction of actual behaviour

examples are:
- social pressure
- attitude toward the act: knowing how someone feels about acting toward an object turns out to be more valid than merely knowing the consumers evaluation of the object

Question 4

what is the Theory of Cognitive Dissonance?

Answer 4

when a consumer is confronted with inconsistencies among attitudes and behaviours, action is required to resolve the “dissonance”