Chapter 7 q

Question 1

Attitude

Answer 1

overall evaluations of objects, products, services, issues or people.

Question 2

components

Answer 2

ABC approach to attitudes

Affect
Behavior
Coginition

Question 3

What are the functions of attitude? (4)—–UKVE

Answer 3

Utilitarian Function
Knowledge Function
Value Expressive Funtion
Ego Defensive Funtion

Question 4

High Involvement hierarcy

Answer 4

a consumer faces a high involve. decision or addresses a certain problem

Question 5

Low Involement hierarchy

Answer 5

consumers have some basic beliefs about products without really having STRONG feelings toward them

Question 6

Experiential hierarchy

Answer 6

purchases are motivated by feelings (maybe like a girl on her period)

Question 7

Behavioral influence hierary…..just happens….in the moment

Answer 7

occurs without either beliefs or affect being strongly formed beforehand…THEY JUST HAPPEN!

Question 8

ATO model

Answer 8

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

Question 9

The ATO formula

Answer 9

N 1=1 (bi)(ei)

Question 10

implications of the ATO approach

Answer 10

attitude research is performed on ENTIRE market segments

its very important for managers to know if the consumers believe that complexes offer relevant attributes

Question 11

Attitude behavior consistency

if you feel good about a product, you’re more than likely going to buy it.

Answer 11

researches are very interested in hwo attitudes are formed

strong relationship exists between attitudes and actual behavior

Question 12

what are factors that weaken attitude behavior relationship?

Answer 12

length of time between attitude measurement and overt behavior

what attitudes are actually measures

strong enviromental pressures

impulse buying situations

Question 13

what is an alternate approach to attitude?

Answer 13

THEORY OF PLANNED ACTION

-it expands with behavioral intentions model by including a perceived control component.

Question 14

attitude toward the advertisment

Answer 14

positive relationship exists between a consumer’s attitude toward an advertisement and his or her attitude toward a particular product

Question 15

attitude toward the company

Answer 15

what consumers know or believe about a company can influence the attitude they have toward its product

Question 16

attitude tracking

Answer 16

extent to which a company actively monitors its customers attitudes over time

Question 17

what are some persuasion techniques to change attitudes of consumers?

Answer 17

ATO approach
Behavioral influence approach
changing schema based affect
elaborational likelihood model
balance theory approach
social judgement theory approach

Question 18

ATO approach

Answer 18

changes beliefs
adding beliefs about new attributes
changes evaluations

you see what influences peoples decisions and then you can hit those strong points.

Question 19

what is the Behavioral Influence Approach? Straight to the point! Then beliefs and feelings can be changed! ;)

Answer 19

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

Question 20

Changing Schema Based Affect

If the consumers emotions change, of course the attitudes will change!!

Answer 20

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!

Question 21

Central Route

Answer 21

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

Question 22

Message Effects

Answer 22

how the appeal of a message and its construction affect persuasion

Question 23

Source Effects (credibility like)

Answer 23

characteristics of the person or character delivering a message that influence persuasive…

Question 24

Message Appeal

Answer 24

Sex
Humor
Fear
Violence

Question 25

Message constructions

Answer 25

the way a message is constructed also impacts its persuasiveness

• conclusion presenation
• comparative strategy
• placement of info
  
  • —–serial position effect
  • ——primary effect
  • —–recency effect

-message complexity

Question 26

Source Effects

Answer 26

Credibility
Attractiveness
likability
meaningfullness
   Does the Hypothesis match up?