Week 4 Flashcards
beliefs
-Beliefs: Cognitive perceptions about a product or brand, based on knowledge or experiences (e.g., “This brand is reliable”).
-Impact: Beliefs shape attitudes, and attitudes influence buying decisions.
Marketers aim to align beliefs and attitudes to favor their offerings.
the 3 Learning hierarchies in Consumer Behaviour:
1.Standard Learning Hierarchy (Think → Feel → Do):
2.Low-Involvement Hierarchy (Do → Feel → Think):
3.Experiential Hierarchy (Feel → Think → Do)
how are attitudes formed?
-Classical Conditioning: Attitudes form through associations (e.g., jingles).
-Instrumental Conditioning: Reinforcement strengthens attitudes toward an object.
-Complex Cognitive Learning: Learning appropriate behaviors in social contexts.
-False Experience Effect: Vivid ads can create the illusion of past experiences with a product, reinforcing attitudes (e.g., associating a vintage Coca-Cola glass with good times).
-Key Insight: Marketing strategies leverage these processes to shape consumer attitudes and beliefs.
affect:
-Definition: Predisposition to react favourably or unfavourably to an ad during exposure.
-Emotional Impact: Ads generate varied emotional responses influencing consumer attitudes.
-Marketers’ Goal: Craft ads that evoke positive feelings to enhance Aad and influence behavior.
attitude and levels of commitment:
-Levels of Commitment:
1. Compliance: Formed to gain rewards or avoid punishments; superficial and easily changed.
2. Identification: Formed to align with a group or others; influenced by social connections.
3. Internalization: Deeply integrated into a person’s value system; difficult to change.
-Key Insight: Commitment levels depend on consumer involvement with the attitude object.
-Marketers aim to move attitudes from compliance to internalization for long-term loyalty.
cognitive dissonance:
-Cognitive Consistency Principle: Consumers value harmony in thoughts, feelings, and behaviors, striving for uniformity.
-Cognitive Dissonance Theory:
Inconsistencies between attitudes or behaviors create discomfort.
Consumers resolve this by:
1.Eliminating dissonant elements.
2.Adding consistent elements.
3.Changing attitudes or behaviours.
Marketing Implication: Address dissonance through reassurance, guarantees, or highlighting benefits to align with consumer expectations.
attitudes:
-Definition: A lasting evaluation of an object, person, or issue.
-Key Components:
1. Affective: Emotional response.
2. Behavioral: Actions taken toward the attitude object.
3. Cognitive: Beliefs and thoughts about the object.
-Formation:
Through experiences, conditioning, and observation.
-Consistency Principle: Harmony is valued among thoughts, feelings, and actions.
-Marketing Relevance: Positive attitudes drive preference and loyalty; strategies often aim to shape or align consumer attitudes with products/services.
multi-attribute attitude model
- Definition: Evaluates how a consumer’s attitude toward an object (Ao) is influenced by its attributes.
Model Elements:
1.Attributes: Characteristics of the object.
2. Beliefs: Consumer perceptions of the object.
3.Importance Weights: Priority assigned to each attribute by the consumer.
-Key Assumption: A consumer’s overall attitude depends on multiple attributes and their significance.
-Marketing Insight: Understanding this model helps in tailoring products to match consumer priorities and improving attitudes toward the brand.
functional theory of attitudes:
-Developed by: Daniel Katz to explain how attitudes support social behavior.
-Key Functions:
1. Utilitarian Function: Reflects principles of reward and punishment.
2. Value-Expressive Function: Expresses central values or self-concept.
3. Knowledge Function: Formed to provide order, structure, or meaning, especially in ambiguous situations.
4. Ego-Defensive Function: Protects self from threats or discomfort.
-Practical Insight: Understanding these functions helps marketers design strategies that align with consumer motivations.
changing attitudes:
-Persuasion: Active attempt to alter attitudes, using emotional or rational strategies.
-Emotional Appeals: Foster bonding; effects harder to measure but engage emotions.
-Rational Appeals: Logical, fact-based; easier to recall.
-Sex Appeals: Suggestive imagery to attract attention.
Humorous Appeals: Distract or entertain; may enhance likability.
-Fear Appeals: Highlight negative consequences to motivate change.
-Significance of Delivery: Tone and messenger credibility are as crucial as the message itself.
self persuasion:
-Information generated by oneself is seen as more trustworthy and persuasive than from external sources.
-Factors influencing self-persuasion effectiveness:
*Argument Characteristics (Kardes et al., 2001)
*Individual Characteristics (Damen et al., 2015)
*Self-Involvement is critical, especially in addictive behaviours (Müller et al., 2009).
-Self-generated content boosts persuasion and internal agreement.
deceptive persuasion:
-Persuasion knowledge: Consumers’ awareness of marketers’ goals, tactics, and motives (Friestad & Wright, 1994).
-Increases critical thinking about persuasive attempts, including distinguishing fake from real reviews.
-Higher persuasion knowledge can lead to greater reactance but also improve consumers’ ability to identify benefits and develop more favorable evaluations (Isaac & Grayson, 2017).
-Deceptive persuasion impacts consumers’ attitudes based on their level of persuasion knowledge.
attitudes:
-Attitudes: Consist of three components:
*Affective: Emotional feelings toward a product.
*Behavioural: Intentions or actions related to a product.
*Cognitive: Thoughts or beliefs about a product.
