Lecture 5 – ATTITUDES & EMOTIONS Flashcards
Attitudes
= overall evaluation of how much we like/ dislike an object, issue, person, action
Attitudes are based on:
- cognition
- emotions
cognition
- evaluation of past experiences
- consideration of values & social identity
- lay beliefs & experiences
how attitudes are created
- advertisements
- product reviews
- informational cues
- quality of consumer experience
- experience vs initial expectations
- quality of other people’s experience
how can companies affect attitudes
- source credibility
- message
To overcome persuasion knowledge
- hide marketer identification
- communicate through independent sources
To increase persuasiveness of messages:
- comparative messages (illegal)
- two- sided messages
emotions
= specific psychological reaction ot appraisal
Emotions involve:
- psychological processing
- physical responses
valence
= extent to which a feeling is positive or negative
why you want consumers to feel positive
- people are hedonic
- can lead to positive attitudes
- emotions from separate experiences can spillover to the product
valence
= positive or negative value of the emotion
arousal
= intensity of the emotions BUT we will perform well until a certain level of intensity, then performance decreases
peak-end rule
= people judge the experience based on:
- its peak
- its end
cognitive appraisal theory
Individuals evaluate and interpret situations based on their perceived personal relevance, potential outcomes, and ability to cope, influencing their emotional responses and behavioural reactions.
underlying appraisal
= people’s interpretation of the stimulus (based on past experiences & emotions) affects the emotion
How to measure emotions
- PANAS
- brain activity
- pupil dilation
- galvanisation
