Brainscape's Knowledge GenomeTM

Browse over 1 million classes created by top students, professors, publishers, and experts.


See full index

MKTG102 Consumer Behaviour > W7: Comprehensions & Attitudes > Flashcards

W7: Comprehensions & Attitudes Flashcards

1
Q

What is comprehension?

A

Comprehension is relating information presented to previous knowledge in memory.

It inevitably incorporates believing for at least a short period of time

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
2
Q

What are the factors influencing comprehension?

A
  1. Memory/Knowledge
  2. Involvement
  3. Situational Factors (Time)
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
3
Q

What are the types of miscomprehension?

A
  1. Pragmatic Inference
  2. Comparison Omission
  3. Piecemeal Data
  4. Affirmation of consequent
  5. Extreme Product Demonstrations

PCPAE

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
4
Q

Is miscomprehension a problem?

A

It is ALWAYS a problem - even if it’s unintentional.

Exaggerated claims might be exposed by consumers/competitors/ regulators.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
5
Q

What are the types of beliefs?

A
  1. Search Attribute
  2. Experience Attribute
  3. Credence Attribute
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
6
Q

What is the definition of an attitude?

A

A lasting, general evaluation of people, objects, advertisements or issues.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
7
Q

Why do people have attitudes?

A

Functional Theory of Attitudes

  1. Utilitarian
  2. Value-Expressive
  3. Ego-Defensive
  4. Knowledge
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
8
Q

What is the model of attitudes?

A
  1. Affect - feeling towards the object
  2. Behaviour - a person’s intentions to do something with regard to an attitude (do)
  3. Cognition - beliefs a consumer has about an attitude object (think)
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
9
Q

How is attitude strength measured?

A
  1. Attitude accessibility (response latency)
  2. Resistance to competitive efforts
  3. Confidence in attitudinal judgement
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
10
Q

What are alternative theories of Attitude Formation?

A
  1. Behavioural Learning (assumes that learning takes place as the result of responses to external events)
    - Classical conditioning
    - Instrumental conditioning
  2. Cognitive Learning
    - Multi-attribute model
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
11
Q

What factors affect the classical conditioning process?

A
  1. repetition (effect is stronger when the CS - US link is novel)
  2. stimulus generalization and discrimination (look-alike brands)
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
12
Q

What are the different parts of operant/instrumental conditioning?

A
  1. reinforcement
    - positive (offering positive consequences), negative (reducing negative responses)
    - reinforcement schedules (continuous, partial)
  2. punishment (discourage behaviour)
  3. extinction (when behaviour no longer elicits rewards, consumer stops learning behaviour)
  4. shaping
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
13
Q

What is the multiattribute attitude model?

A

Consumers’ attitudes towards an object depend on the beliefs she has about object attributes.

  1. Attributes of Ao
  2. Beliefs of Ao
  3. Importance weights
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
14
Q

Explain the Theory of Reasoned Action.

A

Cognitive + Social Norm –> Attitude towards act + subjective norms –> behavioural intentions –> Behaviour

A = sum of belief that brand has attitude j x evaluation of attribute i

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
15
Q

How do you use persuasion to change consumer attitudes?

A
  • Change beliefs (about target/competitors)
  • Change evaluations of attributes
  • Add a new belief
  • Target normative beliefs
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
16
Q

What is the traditional communications model made of?

A

Source
- (credible + attractive) –> sleeper effect

Message

  • (one or two decided, depending on the audience)
  • pictures or words?
  • explicit or implicit
  • emotional arousal?
  • comparative advertising?

Medium

17
Q

What is the elaboration likelihood model’s 2 routes?

A
  1. CENTRAL: by changing beliefs about brand through cognition, e.g. multiattribute model, and by influencing attribute importance

Communication –> Attitude + Comprehension –> High-Involvement Processing –> Cognitive Responses –> Belief and Attitude Change –> Behavioural Change

  1. PERIPHERAL:
    - conditioning
    - mere exposure of brand name
    - simple heuristics
    - message context and repetition

Communication –> Attitude + Comprehension –> Belief Change –> Behaviour Change –> Attitude Chamge

18
Q

Explain the use of heuristics.

A
  • based on similarity in appearance or name to another brand
  • high prices brands are of better quality
  • brands from certain countries are better
  • brands with attractive packaging are better quality
  • frequency heuristic
19
Q

Explain how message context and repetition help.

A
  • Context: may be able to process more easily

- Repetition: can affect the strength/salience of consumers’ behaviours /make claims more believable

MKTG102 Consumer Behaviour (6 decks)

Brainscape helps you reach your goals faster, through stronger study habits.
© 2024 Bold Learning Solutions. Terms and Conditions