Week 6 + Chapt 5&6 Flashcards
Attitude meaning
natural tendency (predisposition) to respond or act in a favorable or unfavorable way
Benefits from attitudes
- Utilitarian function (rewards or punishments) [black goes with everything]
- Value-expressive function (consumers’ values or self-concept) [black demonstrates my values as goth]
- Ego-defensive function (protect oneself from external threats and internal feelings) [black makes me feel less of a girly man]
- Knowledge function (need for order, structure and meaning) [black suits my skintone]
Components of attitudes
Affect (Feelings) [love smoking and the way it makes me feel]
Beliefs (Cognitions) [smoking can kill and give cancer]
Conation (Behavior) [i will smoke another cigarette (since i like it)]
Attitudes are stable if all thre are aligned, otherwise feels bad > Cognitive dissonance
Types of Affect attitudes
Integral affect - Affective responses toward an object, elicited by features of the object [“Product X makes me …”]
Incidental affect - affective experience whhose source is unconnected to the object [whistle makes dog excited before food is even shown]
Rosenburg VS Fishbein approach to evalueting attitudes
Fishbein: Attitude is a sum of beliefs, weighted by their evaluation
Rosenburg: Attitude is a sum of beliefs, weighted by their importance (rather than evaluation)
How to change attitudes
Low effort: Design a message that changes low effort attitude (very easy to understand, peripheral cues)
High effort: focus on message quality
Link between Think(Cognitions)/Feel(Affect) & High/Low involvement products and Hedonism/Utilitarism & Price, duration
Utilitarism - Think products
Hedonism - Feel products
More expensive, and durable items - High involvement
Cheap and indurable items - Low involvement
Effective messages for each High/Low involvement & Think(Cognitions)/Feel(Affect) products
High involvement & Think product [House, Insurance] - Very detailed specifications and numbers, utilitarian approach, effective for underdogs; Using already known strong negative attribute and acknowledging it
High involvement & Feel product [Parfume, Sports car, watch] - induce strong positive feelings (attractive people, celebrities); Using fear+relief
Low involvement & Think product [Paper towels, shampoo] - very little information, high repetition, memorable, using experts
Low involvement & Feel product [Soda, Alcohol, deodorant]
As simple as possible, minimal info, appealing good mood
Multi-attribute model of advertising
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Central vs Peripheral route processing
Central - attidude formation and change process when effort is high
Peripheral - Attitude formation and change process when effort is low
Belief discrepancy meaning
Message is different from consumers beliefs
Sleeper effect meaning
Consumers forget the source of message quicker than the message itself
Thin-slice judgments
Evaluations made after very brief observations
Peripheral cues meaning
Easily processed aspects of message (music, attractive source, pictrue, humor)
Heuristics meaning
Simple rules of thumb that are used to make judgements [if the brand is well known it should be good]
Simple inferences meaning
Beliefs based on peripheral cues
Frequency heuristic meaning
Belief based simply on the number of supporting arguments or amount of repetition (Truth effect)
Truth effect meaning
When consumers believe a statement simply because it has been repeated a number of times
Mystery ad or “Wait and Bait”
Ad in which the brand is not identified until the end of message
Incidental learning
Learning occuring from repetition rather than conscious processing
Mere exposure effect meaning
Familiarity leads customer to like the object
Dual-mediation hypothesis
Consumers can have a favorable attitude toward an ad because they find it believable or because they feel good about it
Transformational advertisement meaning
Ads trying to increase emotional involvement with the product
