fINAL Flashcards
Attitude:
lasting, general evaluation of people, objects, advertisements, or issues
Not permanent but lasting, hard to change
Attitude Object
Anything toward which one has an attitude
Many millennial parents do not have a favorable attitude toward Barbie dolls because of Barbie’s unrealistic body image.
Katz→ Functional Theory of Attitudes:
attitudes facilitate social behavior. attitudes exist because they serve some function. Consumers who expect that they will need to deal w/ similar situations at a future time will be more likely to start to form an attitude in anticipation
Utilitarian Function: rewards and punishments
If a person likes the taste of a cheeseburger, that person will develop a positive attitude toward cheeseburgers.
Value-Expressive Function: Expresses consumer’s values or self-concept
If you really love a brand for what it stands for
EGO-Defensive Function: Protect ourselves from external threats or internal feelings
Defendance: protecting the ego
Knowledge Function: Need for order, structure, or meaning
A lot of research before you buy something
Hierarchies of Effects:
High-Involvement Hierarchy: more likely to be more expensive, rational, think →feel→do
Low-Involvement Hierarchy: more likely to be cheaper, little to no research, think→do→feel/learn, go out and buy it then figure out what you think about it later, approachable style, midwest
Experiential Hierarchy of Effects: emotional ads, feel → do → think, create ads that do not look like an ad. Feel → buy → think, empowering ads, experiential and making an emotional connection (more lasting than rational),
Attitude commitment
Internalization Highest level: deep-seeded attitudes become part of consumer’s value systems
Identification: Mid-Level: attitudes formed in order to conform to another person or group
Compliance: Lowest Level: consumer forms attitude because it gains rewards or avoid punishment
Consistency Principal
We value/seek harmony among feelings, and behaviors
We change components to make them consistent
Relates to the theory of cognitive dissonance – we take actions to resolve dissonance when out attitudes and behaviors are inconsistent.
Self-Perception Theory
Foor-in-the-Door: Consumer is more likely to comply with a request if he has first agreed to comply with a smaller request
Low-Ball Technique: person is asked for a small favor and is informed after agreeing to it that it will be very costly, unethical,
Door-in-the-face: do something big first then smaller which they do-do. Person is first asked to do something extreme which they refuse and then asked to do something smaller
Balance Theory
Considers how a person might perceive relations among different attitude objects and how he might alter attitudes to maintain consistency.
How is new information processed?
Initial attitude: frame of reference
Latitudes of acceptance and rejection (how open minded are you)
Wide Latitudes of acceptance is open to buying any brand
Gen z
Narrow = restricting to one or few to brands, brand loyalty
Older men (worst)
Balance Theory
how a person sees relations among different attitude objects and how he might alter attitudes to maintain consistency.
Traid attitude structures:
Person, Perception of attitude object, Perception of other person/object
What is the Fishbein Model and its problems
Attitudes as a function of attributes, beliefs and importance weights
- Consumers need to have an attitude towards each attribute
2.We see the bigger picture and rarely think about component parts
3.In some cases beliefs don’t matter and we have no reason
How do marketers change attitudes
Reciprocity
Scarcity
Authority
Consistency
Liking
Consensus
Arguement structures
one-sided supportive arguments
When your brand is in the negative
Just tell us what you are like
Two-sided: both positive and negative information
Refutational argument: negative issue is raised, then dismissed
Vulnerable to criticism
Heres what we are doing it to fix it and how long it’ll take
Tell the negative and then refute it (why its ok)
Anticipate your vulnerability then prepare your defense
Comparative advertising
MSG compares 2 recognizable brands on specific attributes. (RISKY PERCIEVED AS RUDE) arbys has real chicken mcdonalds doesnt
What ads does the us prefer
one sided
Elaboration Likelihood Model (ELM)
a model of persuasion, there are two different routes to persuasion: the central route and the peripheral route.
The ELM is dependent on what?
MAO = motivation, ability and opportunity
A higher MAO leads to the _________ route while a lower MAO leads to the ____________ route
Central, peripheral
Difference in central route and peripheral route
Central is based on reasoned argument, logic, pros and cons
peripheral is simple associations, intuitions and feelings
Purchase momentum:
when our initial impulse purchases actually increase the likelihood that we will buy even more
What types of decision making are there
Cognitive: rational and full decision making process, high-involvement
Habitual: behavioral, unconscious, automatic, packaging is important, just try it and then figure it out, low-involvement
Affective: emotional, instantaneous, feel-do-think, branding, not go through the decision making process.
Consumer hyper choice
When you are shut down by the number of choices in front of you
Costco: takes away from all your decision-making decisions away from you: buy it or not
Constructive processing
Actual decision making processing. evaluate the effort needed to make a choice then tailor the amount of cognitive “effort” we expend to get the job done.
When a task requires a well-thoughtout – rational approach, we’ll invest the brainpower. Otherwise, we look for short-cuts or use gut decisions.
Mental budget
How much time you are willing to budget on this.
Diet skips candy bar cause they are going to bbq the next day
Self-regulation
person’s efforts to change or maintain his or her actions over time, whether these involve dieting, living on a budget, or training to run a marathon, involve careful planning
Steps in the decision making process
Problem recognition
Information research
Evaluation of alternatives
Product choice
mere exposure effect
The more you see something, the more likely you are to buy it.
Compensatory rule:
allows a product to make up for its shortcomings on one dimension by excelling on another.
Weighted additive rule
consumer to take in to account the relative importance by weighting.
