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MKT 305 > Chapter 8 > Flashcards

Chapter 8 Flashcards

1
Q

attitude object

A

anything toward which one has an attitude

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2
Q

functional theory of attitudes

A

attitudes exist because they serve some function for the person

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3
Q

utilitarian function

A

relates to the basic principles of reward and punishment . simply because of the they provide pleasure or pain.

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4
Q

value-expressive function

A

relate to consumer’s self-concept or central values. its about what they product says about him or her as a person

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5
Q

ego-defensive function

A

attitudes we form to protect ourselves either from external threats or internal feelings

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6
Q

knowledge function

A

form some attitudes because we need order, structure, or meaning

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7
Q

ABC model of attitudes

A

emphasizes the interrelationships about knowing, feeling, and doing

  • afftect: describes how a consumer FEELS about an attitude object
  • behavior: refers to the ACTIONS he or she takes towards the object
  • cognition: what he or she BELIEVES to be true about the attitude object
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8
Q

high-involvement hierarchy

A

assumes that a person approaches a product decision as a problem-solving process. forms beliefs, forms a feeling, then engages in a behavior

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9
Q

low-involvement hierarchy of effects

A

cognition(beliefs)…behavior….affect

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10
Q

experiential hierarchy of effects

A

affect… behavior…cognition

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11
Q

cognitive-affective model

A

proposes than an emotional reaction is ust the last step in a series of cognitive processes that follows sensory recognition of a stimulus and retrieval of info

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12
Q

independence hypothesis

A

affect and cognition are separate systems so that its not always necessary to have a cognition to elicit and emotional response

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13
Q

compliance

A

lowest level of involvement. form an attitude bc it helps us gain rewards or punishment

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14
Q

identification

A

form an attitude to conform to another persons or groups expectations

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15
Q

internalization

A

high level of involvement. deep-seated attitudes become part of our value system

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16
Q

principle of cognitive cosistency

A

value harmony among our thoughts, feelings, and behaviors and need to maintain uniformity among these elements motivates us

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17
Q

self-perception theory

A

we observe our own behavior to determine just what our attitudes are

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18
Q

foot-in-the-door technique

A

consumers are more likely to comply w a big request if they agree to smaller ones first

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19
Q

social judgement theory

A

people assimilate new info about attitude objects in light of what they already know or feel

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20
Q

latitudes of acceptance and rejection

A

consider and evaluate ideas falling within the latitude favorable, but they are more likely to reject out of hand those that fall outside of this zone

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21
Q

balance theory

A

considers how ppl perceive relations among different attitude objects, and how they alter their attitudes so that these remain consistent

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22
Q

celebrity endorsements

A

marketers hope that the star’s popularity will transfer o the product

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23
Q

multi-attribute attitude modes

A

consumers’ attitude towards an attitude object depends on the beliefs they have about several of its attributesq

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24
Q

normative influence

A

can result in a contradiction between what we say we will do and what we actually do when the moment of truth arrives

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25
Q

subjective norm

A

what we believe other people think we should do

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26
Q

attitude toward the act of buying

A

focuses on the perceived consequences of a purchase

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27
Q

attitude accessibility persepective

A

behavior is a function of the person’s immediate perceptions of the attitude object

28
Q

theory of trying

A

states that we should replace the criterion of behavior in the reasoned action with TRYING to reach a goal

29
Q

persuasion

A

active attempt to change attitudes

30
Q

reciprocity

A

more likely to give if first we receive

31
Q

scarcity

A

items are more attractive when they aren’t avaliable

32
Q

authority

A

believe an authoritative source much more readily than one that is less authoritative

33
Q

consistency

A

people try not to to contradict what they do and say

34
Q

liking

A

we agree with those we like or admire

35
Q

consensus

A

consider what others do before we decide what to do

36
Q

permission marketing

A

marketer will be more successful when he or she communicates with consumers who have already agreed to listen to him or her

37
Q

disclaimers

A

often hear at the end of a commercial message that supply additional info the advertiser is required to provide

38
Q

sleeper effect

A

people appear to “forget” about the negative source and change their attitudes anyways ex: Wendy’s annoying commercials

39
Q

native advertising

A

digital messages designed to blend into the editorial content of the publications in which they appear

40
Q

knowledge bias

A

implies that a sources knowledge about a topic is not accurate

41
Q

reporting bias

A

occurs when a source has the required knowledge but we question his/her willingness to convey it accurately

42
Q

source attractiveness

A

social value recipients attribute to a communicator ex: physical appearance, personality, social status

43
Q

shared endorsements

A

what our peers think and how they rate a product or service

44
Q

halo effect

A

we assume that persons who rank high on one dimension excel on others as well

45
Q

spokescharacters

A

boost viewers recall of claims that ads make and also yield higher brand attitudes ex: pillsbury doughboy, chester cheetah

46
Q

mere exposure phenomenon

A

people tend to like things that are more familiar to them, even if they were not that keen on them initially

47
Q

two-factor theory

A

fine line between familiarity and boredom

48
Q

refutational arguments

A

first raise a negative issue and then dismiss it… effective

49
Q

comparative advertising

A

message that compares two or more recognizable brands and weighs them in terms of one or more specific attributes

50
Q

source derogation

A

the consumer may doubt the credibility of a biased peresentation

51
Q

martyrdom effect

A

ppl tend to donate more money when they have to suffer a bit for the cause ex: ice bucket challenge

52
Q

M-commerce

A

marketers promote their goods and services via wireless devices

53
Q

transmedia storytelling

A

communications media that range from web sites, blogs, and email to recorded phone calls and even graffiti messages scrawled in public spaces

54
Q

reality engineering

A

occurs when marketers appropriate elements of popular culture and use them as promotional vehicles ex: products in movies, scents in stores

55
Q

guerrilla marketing

A

promotional strategies that use unconventional means and venues to encourage word of mouth about products ex: bathroom stale ads

56
Q

product placement

A

insertion of real products in fictional movies, tv shows, books, and plays

57
Q

advergaming

A

online games merge w interactive advertisements that let companies target specific types of consumers

58
Q

plinking

A

act of embedding a product or service link in a video

59
Q

sex appeals

A

vary from country to country ex: cheeky

60
Q

humor appeals

A

funny advertisements get attention; inhibits counterarguing (consumer thinks of reasons why he or she doesn’t agree w message)

61
Q

fear appeals

A

emphasize the negative consequences that can occur unless the consumer changes behavior or an attitude

62
Q

allegory

A

story about an abstract trait or concept that advertisers tell in the context of a person, animal, vegetable, or object

63
Q

metaphor

A

places two dissimilar objects into a close realtionship

64
Q

simile

A

compares two objects

65
Q

resonance

A

presentation that combines a play on words w relevant picture ex: ambulance picture with a drunk driving ad

66
Q

Elaboration Likelihood Model

A

high involvement: central route to persuasion (cognitive responses…belief and attitude change..behavior change)
low involvement: belief change..behavior change..attitude change

67
Q

paradox of low involvement

A

when we dont care as much about a product, the way it’s presented increases the importance

MKT 305 (11 decks)

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