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MARK 305 > Class 7 > Flashcards

Class 7 Flashcards

1
Q

What is the functional attitude theory?

A

Suggests that beliefs & attitudes are influential to various psychological function

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2
Q

What are the 3 attitudes components?

A

A: Affect; the way consumer feels about an attitude object
B: Behaviour; Person’s intentions regarding an objects
C: Cognition; Beliefs a consumer have regarding an object

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3
Q

What is the hierarchy of effects?

A

Importance of each components depends on consumer motivation toward attitude object

High involvement: C-A-B (Attitude BASED on Cognitive process)
Low-involvement: C-B-A (Attitudes based on Behaviour learning)
Experiential: A-B-C (Attitude based on hedonic)

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4
Q

What are the three attitude commitment?

A

INTERNALIZATION; its the highest level: deep-seeded attitudes become part of consumers’ value

IDENTIFICATION: the mid-level: attitude formed in order to conform to another group

COMPLIANCE: the low-level: because it gains reward or avoid punishment

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5
Q

What is the cognitive dissonance?

A

Inconsistency in attitudes and behaviour that produced a psychological tension

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6
Q

What is the self-perception theory?

A

When attitudes are not clear so we look at our behaviour like an observer would do

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7
Q

What is the multi-attribute models?

A

Assumes that attitude will depends on the beliefs of several attributes of the objets and the importance weight

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8
Q

What is the fishbein model?

A

AJK = SUM of all (the attribution of the characteristics*the weight)

Ex: [(80.4)=design + (80.3)= durability]=total for phone A

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9
Q

What is persuasion?

A

Active attempt to change attitudes

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10
Q

What are the 4 dimensions for changing attitudes?

A
  1. Recoprocity
  2. Scarcity
  3. Authority
  4. Consistency
  5. Consensus
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11
Q

What is reciprocity?

A

Exchanging things for mutual benefits

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12
Q

What is the indirect reciprocity or door-in-the-face technique?

A

Request something that would never appends, once rejected, you make a more reasonable offer

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13
Q

Why scarcity?

A

People assign more value to opportunities that are less available. We are more motivated when we can lose something instead of gaining something of equal value (loss aversion)

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14
Q

What is exploitation?

A

Limited number or limited time

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15
Q

Why authority?

A

We tend to much more believe authoritative sources. It comes from systematic socialization. (ex: suits, uniform, titles, etc)

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16
Q

Why consistency?

A

After be commited people are more likely to agree with request inline with this commitment
They are more effective when they are Active, Public, Effortful or Internal motivated

17
Q

What is consensus? (or social proof)

A

Determine what is correct by finding what others (similar people) think. We are unsure of ourselves when the situation is unclear, we go look for other to guide our behaviour.

18
Q

What is the traditional communication model?

A 
Start with SOURCE
To pass, a MESSAGE, 
by a MEDIUM, 
To reach, CONSUMERS
And then get FEEDBACK from them
19
Q

What are the advertising options?

A

WHO will be give the message
WHAT media will transmit it
HOW should message be constructed
TO WHOM, What target market will influence the ad’s acceptance

20
Q

What is the source effect?

A

Same words have different meanings told by different people (depends on source credibility and attractiveness)

21
Q

What is the match-up theory?

A

We match the source and type of product

ex: experts for utilitarians products, celebrities for social acceptance, typical consumer for everyday product

22
Q

What is source credibility?

A

How consumer believe that the source is competent. Credible source is important

23
Q

What is source attractiveness?

A

Positive perception. Can be with physical appearance, personality, social status, similarity

24
Q

What is the HALO effect?

A

Good looking people are thought to be smarter, cooler, and happier

25
Q

What is one-side argument?

A

Supportive arguments

26
Q

What is two sided arguments?

A

Both positive and negative information

27
Q

Why is comparative ads risky?

A

It can cut both ways: confrontational approach can result in source derogation

28
Q

What are the 4 types of message appeals?

A
  • Emotional vs rational appeals
  • Sex appeals
  • Humourous appeals
  • Fear appeals
29
Q

Humour works better when…

A

The product is not new
Low involvent type of product
Prior attitude regarding the product is good
TV and radio ads

30
Q

What is the likelihood model? What are the two types of routs?

A

What or what to say. it depends on consumer involvement.

  1. Central route
  2. Peripheral route
31
Q

Whats the differences between Central and Peripheral routes?

A

Central: high involvement processing, carefully attend to the message content (think, feel, do)

Peripheral: Low-involvement, process other cues such as product package

MARK 305 (4 decks)

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