Week 14: Attitudes Flashcards
Learning, Memory and Attitudes
What is the definition of attitude?
Attitude is “a learned predisposition to respond in a consistently favourable or unfavourable manner in relation to some object”
What are the key points Oskamp and Scultz (2005) make about defining attitudes?
- 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)
Who developed the functional theory of attitudes?
It was developed by Katz (19600
Why was the functional theory of attitudes developed?
It was developed to explain how attitudes facilitate social behaviour
What are the 4 functions in the functional theory of attitudes?
- Utilitarian
- Value expressive
- Ego-defensive
- knowledge
What is Utilitarian function?
It is related to the basic principles of reward and punishment
What is Value-expressive function?
Attitudes that express the consumers central values or self concept
What is Ego-defensive function?
Formed to protect consumers from external threats or internal feelings
What is knowledge function?
Attitudes formed as the results of a need for order, structure or meaning
What are the three parts of the ABC model?
A - Affect
B - Behaviour
C - Cognition
Describe the ‘A’ of the ABC model
A - Affect - How a consumer feels about an attitude object (Feeling)
Describe the ‘B’ of the ABC model
B - Behaviour - The consumers intention to do something with regard to an attitude object (Doing)
Describe the ‘C’ of the ABC model
C - Cognition - The beliefs a consumer has about an attitude object (Beliefs/Thinking)
What are the three hierarchies in the ABC model?
- The standard learning hierarchy
- The low-involvement hierarchy
- The experiential hierarchy
Describe the Standard learning hierarchy
(Think > Feel > Do)
- A problem solving process
- Beliefs lead to feelings, which in turn influence behaviour
Describe the Low-involvement hierarchy
(Do > Feel > Think)
- Based on good or bad experiences
- Beliefs directly influence behaviour, which in turn generates feelings
Describe the Experiential hierarchy
(Feel > Do > Think)
- An emotional response
- Feelings lead to behaviour which in turn generates beliefs
What term refers to ‘ an attempt to change consumers attitudes’?
Persuasion
What are the two important characteristics that characterise a message?
- Source attractiveness
- Source credibility
What is source attractiveness?
The sources perceived social value
What is source credibility?
A sources perceived expertise, objectivity or trustworthiness
Which marketing messages are more and less effective?
Ones they perceive as a buzz are more effective
Ones they perceive as a hype are less effective
What is the theory of reasoned action?
Consumers consciously evaluate the consequences of alternate behaviours and then choose the one that will lead ti the most favourable consequences
What are the four main components of the theory of planned behaviour?
- Behaviour
- Intention to behave
- Attitude towards the behaviour
- Subjective norm
