W7: Comprehensions & Attitudes Flashcards
What is comprehension?
Comprehension is relating information presented to previous knowledge in memory.
It inevitably incorporates believing for at least a short period of time
What are the factors influencing comprehension?
- Memory/Knowledge
- Involvement
- Situational Factors (Time)
What are the types of miscomprehension?
- Pragmatic Inference
- Comparison Omission
- Piecemeal Data
- Affirmation of consequent
- Extreme Product Demonstrations
PCPAE
Is miscomprehension a problem?
It is ALWAYS a problem - even if it’s unintentional.
Exaggerated claims might be exposed by consumers/competitors/ regulators.
What are the types of beliefs?
- Search Attribute
- Experience Attribute
- Credence Attribute
What is the definition of an attitude?
A lasting, general evaluation of people, objects, advertisements or issues.
Why do people have attitudes?
Functional Theory of Attitudes
- Utilitarian
- Value-Expressive
- Ego-Defensive
- Knowledge
What is the model of attitudes?
- Affect - feeling towards the object
- Behaviour - a person’s intentions to do something with regard to an attitude (do)
- Cognition - beliefs a consumer has about an attitude object (think)
How is attitude strength measured?
- Attitude accessibility (response latency)
- Resistance to competitive efforts
- Confidence in attitudinal judgement
What are alternative theories of Attitude Formation?
- Behavioural Learning (assumes that learning takes place as the result of responses to external events)
- Classical conditioning
- Instrumental conditioning - Cognitive Learning
- Multi-attribute model
What factors affect the classical conditioning process?
- repetition (effect is stronger when the CS - US link is novel)
- stimulus generalization and discrimination (look-alike brands)
What are the different parts of operant/instrumental conditioning?
- reinforcement
- positive (offering positive consequences), negative (reducing negative responses)
- reinforcement schedules (continuous, partial) - punishment (discourage behaviour)
- extinction (when behaviour no longer elicits rewards, consumer stops learning behaviour)
- shaping
What is the multiattribute attitude model?
Consumers’ attitudes towards an object depend on the beliefs she has about object attributes.
- Attributes of Ao
- Beliefs of Ao
- Importance weights
Explain the Theory of Reasoned Action.
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 do you use persuasion to change consumer attitudes?
- Change beliefs (about target/competitors)
- Change evaluations of attributes
- Add a new belief
- Target normative beliefs
What is the traditional communications model made of?
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
What is the elaboration likelihood model’s 2 routes?
- 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
- PERIPHERAL:
- conditioning
- mere exposure of brand name
- simple heuristics
- message context and repetition
Communication –> Attitude + Comprehension –> Belief Change –> Behaviour Change –> Attitude Chamge
Explain the use of heuristics.
- 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
Explain how message context and repetition help.
- Context: may be able to process more easily
- Repetition: can affect the strength/salience of consumers’ behaviours /make claims more believable
