Chapter 7 q Flashcards
Attitude
overall evaluations of objects, products, services, issues or people.
components
ABC approach to attitudes
Affect
Behavior
Coginition
What are the functions of attitude? (4)—–UKVE
Utilitarian Function
Knowledge Function
Value Expressive Funtion
Ego Defensive Funtion
High Involvement hierarcy
a consumer faces a high involve. decision or addresses a certain problem
Low Involement hierarchy
consumers have some basic beliefs about products without really having STRONG feelings toward them
Experiential hierarchy
purchases are motivated by feelings (maybe like a girl on her period)
Behavioral influence hierary…..just happens….in the moment
occurs without either beliefs or affect being strongly formed beforehand…THEY JUST HAPPEN!
ATO model
Fishbein…Attitude toward the object
proposed that 3 key elements be assessed to understand and predict consumer behavior
- consumers beliefs about attributes
- strength of consumer belief
- evaluation of the attribute
The ATO formula
N 1=1 (bi)(ei)
implications of the ATO approach
attitude research is performed on ENTIRE market segments
its very important for managers to know if the consumers believe that complexes offer relevant attributes
Attitude behavior consistency
if you feel good about a product, you’re more than likely going to buy it.
researches are very interested in hwo attitudes are formed
strong relationship exists between attitudes and actual behavior
what are factors that weaken attitude behavior relationship?
length of time between attitude measurement and overt behavior
what attitudes are actually measures
strong enviromental pressures
impulse buying situations
what is an alternate approach to attitude?
THEORY OF PLANNED ACTION
-it expands with behavioral intentions model by including a perceived control component.
attitude toward the advertisment
positive relationship exists between a consumer’s attitude toward an advertisement and his or her attitude toward a particular product
attitude toward the company
what consumers know or believe about a company can influence the attitude they have toward its product
attitude tracking
extent to which a company actively monitors its customers attitudes over time
what are some persuasion techniques to change attitudes of consumers?
ATO approach Behavioral influence approach changing schema based affect elaborational likelihood model balance theory approach social judgement theory approach
ATO approach
changes beliefs
adding beliefs about new attributes
changes evaluations
you see what influences peoples decisions and then you can hit those strong points.
what is the Behavioral Influence Approach? Straight to the point! Then beliefs and feelings can be changed! ;)
it directly changes behaviors without first attempting to change either beliefs or feelings.
straight to the point.
Behavior change can preced belief and attitude change
Changing Schema Based Affect
If the consumers emotions change, of course the attitudes will change!!
Schema based affect refers to the idea that schemas contain affective and emotional meanings
If the affect found in a schema can be changed, then:
-the attitude toward a brand or product will change as well!
Central Route
High Involement:
Cognitive Responses
Belief and Attitude Change
Finally act on it and buy it…Behavior)
Low Involvement
Belief change (ohh okay)
Behavior (I’ll buy it!!)
Attitude of product changes
Message Effects
how the appeal of a message and its construction affect persuasion
Source Effects (credibility like)
characteristics of the person or character delivering a message that influence persuasive…
Message Appeal
Sex
Humor
Fear
Violence
