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Understanding Consumers > Week 14: Attitudes > Flashcards

Week 14: Attitudes Flashcards

Learning, Memory and Attitudes

1
Q

What is the definition of attitude?

A

Attitude is “a learned predisposition to respond in a consistently favourable or unfavourable manner in relation to some object”

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2
Q

What are the key points Oskamp and Scultz (2005) make about defining attitudes?

A
  • They are learned
  • Have an evaluative dimension (are favourable or unfavourable)
  • Have intensity (strong or weak attitudes)
  • Have consistency and stability (do not change much) (align with our other attitudes)
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3
Q

Who developed the functional theory of attitudes?

A

It was developed by Katz (19600

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4
Q

Why was the functional theory of attitudes developed?

A

It was developed to explain how attitudes facilitate social behaviour

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5
Q

What are the 4 functions in the functional theory of attitudes?

A
  • Utilitarian
  • Value expressive
  • Ego-defensive
  • knowledge
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6
Q

What is Utilitarian function?

A

It is related to the basic principles of reward and punishment

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7
Q

What is Value-expressive function?

A

Attitudes that express the consumers central values or self concept

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8
Q

What is Ego-defensive function?

A

Formed to protect consumers from external threats or internal feelings

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9
Q

What is knowledge function?

A

Attitudes formed as the results of a need for order, structure or meaning

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10
Q

What are the three parts of the ABC model?

A

A - Affect
B - Behaviour
C - Cognition

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11
Q

Describe the ‘A’ of the ABC model

A

A - Affect - How a consumer feels about an attitude object (Feeling)

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12
Q

Describe the ‘B’ of the ABC model

A

B - Behaviour - The consumers intention to do something with regard to an attitude object (Doing)

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13
Q

Describe the ‘C’ of the ABC model

A

C - Cognition - The beliefs a consumer has about an attitude object (Beliefs/Thinking)

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14
Q

What are the three hierarchies in the ABC model?

A
  • The standard learning hierarchy
  • The low-involvement hierarchy
  • The experiential hierarchy
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15
Q

Describe the Standard learning hierarchy

A

(Think > Feel > Do)

  • A problem solving process
  • Beliefs lead to feelings, which in turn influence behaviour
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16
Q

Describe the Low-involvement hierarchy

A

(Do > Feel > Think)

  • Based on good or bad experiences
  • Beliefs directly influence behaviour, which in turn generates feelings
17
Q

Describe the Experiential hierarchy

A

(Feel > Do > Think)

  • An emotional response
  • Feelings lead to behaviour which in turn generates beliefs
18
Q

What term refers to ‘ an attempt to change consumers attitudes’?

A

Persuasion

19
Q

What are the two important characteristics that characterise a message?

A
  • Source attractiveness

- Source credibility

20
Q

What is source attractiveness?

A

The sources perceived social value

21
Q

What is source credibility?

A

A sources perceived expertise, objectivity or trustworthiness

22
Q

Which marketing messages are more and less effective?

A

Ones they perceive as a buzz are more effective

Ones they perceive as a hype are less effective

23
Q

What is the theory of reasoned action?

A

Consumers consciously evaluate the consequences of alternate behaviours and then choose the one that will lead ti the most favourable consequences

24
Q

What are the four main components of the theory of planned behaviour?

A
  • Behaviour
  • Intention to behave
  • Attitude towards the behaviour
  • Subjective norm
25
Q

What is the theory of planned behaviour?

A
  • The model attempts to predict behaviour based on intention to commit the behaviour
  • It links a persons beliefs to their behaviour
26
Q

What is the elaboration likelihood model?

A

it describes two routes by which attitudes might be changed

27
Q

What are the two routes in the elaboration likelihood model?

A
  • Direct Route

- Peripheral Route

28
Q

Describe the direct route

A

A route to attitude change which relies on reasoned argument: an appeal to cognition in other words

29
Q

Describe the peripheral route

A

using emotional appeals in order to change the affective component of attitude

30
Q

What is the Halo effect?

A

The tendency for an individual to believe every aspect of something is good, based on a belief some aspects are good

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