COBE week 5 Flashcards
What is an attitude?
Attitude is a lasting, general evaluation of people (including oneself) objects, advertisements or issues.
Name the attitude characteristics?
- is taught
- is consistent (stays likes his until challenged)
- recognizable
- tied to an object
What are the attitude functions?
- knowledge function (interpretation of information)
- Utilitarian function (pleasure or pain)
- Ego-defence function (hide your weak spot, to protect yourself)
- Value-express function (show who you are)
What are the 3 components of attitude (ABC model)?
A = affect (feelings)
B = behaviour
C= cognition (facts/beliefs)
What is the definition of homeostasis?
the drive to fulfil the need to reduce the arousal and come to a balanced state
Why was the functional theory of attitudes developed?
to explain how attitudes facilitate social behaviour
What does the elaboration likelihood model (ELM) do?
It assumes that once a consumer receives a message they begin to process it
What route does a consumer take under conditions of high involvement?
The central route, the consumer is motivated to think deeply about the arguments presented.
What route does a consumer take under conditions of low involvement?
The peripheral route, the consumer is likely to use other cues in deciding on the suitability of the message (e.g. the attractiveness of the source).
What are peripheral cues?
Sources of information extraneous to the actual message content, they surround the actual message.
What happens during the peripheral route?
Because consumers do not care about a product, the stimuli associated with it increase in importance.
Why might it be good to create other models next to the ELM model?
The ELM model has its limits.
1. It does not really allow for a continuum of processing styles between the central and the peripheral route to persuasion, something which makes it quite simplistic
2. The explosion of the media scene and the interactivity between different media types has complexified the simple message structure that ELM builds on.
What does the component ‘affect’ refer to?
refers to the way a consumer feels about an attitude object
What does the component ‘cognition’ refer to?
refers to the beliefs a consumer has about an attitude object
What does the component ‘behaviour’ refer to?
involves the person’s intentions to do something with regard to an attitude object
What is the process of the attitude based on ‘cognitive’ information processing?
Beliefs -> Affect -> Behaviour
What is the process of the attitude based on ‘behavioural’ learning processes?
Behaviour -> Affect -> Beliefs
What is the process of the attitude based on ‘experiential’ consumption?
Affect -> Behaviour -> Beliefs
What is consumer hyperchoice?
A condition where the large number of available options forces us to make repeated choices that may drain our psychological energy while, at the same time, decreasing our abilities to make smart decisions
What is constructive processing?
A thought process where we evaluate the effort we’ll need to make a particular choice and then tailor the amount of cognitive ‘effort’ we expend to get the job done
What is a mental budget?
It helps us to estimate what we will consume over time so that we can regulate what we do in the present
What are the three possible courses of action when acting on dissatisfaction?
- Voice response
- Private response
- Third-party response
What is a voice response?
the consumer can appeal directly to the retailer for redress (e.g. a refund).
What is a private response?
express dissatisfaction about the store or product to friends and/or boycott the store. Negative word of mouth (WOM) can be very damaging to a retailer’s reputation.
