Term
| Elaboration Likelihood Model |
|
Definition
- Cue relevance (depends on situation)
- Competitive situation
* if comparable in features, then peripheral are tiebreaker
- Consumers often resistant to persuasion |
|
|
Term
|
Definition
- Discrediting (saying a brand attack isn't true)
- Discounting (saying a brand attack isn't important)
- Containment (seal off the negative info like it doesn't exist) |
|
|
Term
| Communication characteristics that influence attitudes |
|
Definition
- Source characteristics
- Appeal characteristics
- Message structure characteristics |
|
|
Term
|
Definition
- Credibility
- Use of celebrities
- Sponsorships (a company pays to be a sponsor of something..effective because consumers don't see this as promotion) |
|
|
Term
| Why are celebrities effective |
|
Definition
- It gets attention
- Likeability/popularity can enhance attitudes
- Trustworthiness
- Expertise (ex. Lebron James endorsing athletic shoes)
- Aspirational aspects
- Meaning transfer (I may not be Cameron Diaz but I can wear the makeup she wears) |
|
|
Term
|
Definition
- Overexposure
- What if the celebrity runs into issues (Tiger Woods)
- May want to use spokescharacters instead (Geico Gecco) |
|
|
Term
|
Definition
- Fear tactic
- Humorous
- Comparative ads
- Emotional
- Value expressive vs. utilitarian appeals
* self image vs. function |
|
|
Term
| Message Structure Characteristics |
|
Definition
- 1 sided vs. 2 sided
* 1 side only takes about positive
* 2 sided = positive vs. negative
- Attitude or goal framing
- Nonverbal component |
|
|
Term
|
Definition
- global evaluation
- 3 components:
1) Cognitive
2) Affective
3) Behavioral
- Tiger Woods (Nike) |
|
|
Term
| Characteristics of attitudes |
|
Definition
- Direction
- Magnitude (involvement impacts)
- Internal consistency (of underlying cognitions)
- Centrality (attitude to goals, needs, and values)
- Emotionally
- Stability (over time and situations) |
|
|
Term
|
Definition
- Evaluations of salient beliefs cause overall attitude
- Overall attitude is a function of 2 factors:
1) Strengths of the salient beliefs associated with the object
2) Evaluation of those beliefs
- Multiattribute Attitude Model |
|
|
Term
|
Definition
- Perceived probability of association between an object and its relevant attributes
- Affected by past consumer experiences
- Typically measured on a 1-10 scale |
|
|
Term
|
Definition
- How favorably a consumer perceives the attribute
- Can change over time
- Can vary between situations
- Typically measured on a -3 to +3 scale |
|
|
Term
| Reasons for the popularity of the Multiattribute Attitude Model |
|
Definition
- Diagnostic tool: to modify marketing strategies
- Intuitive appeal
- Industry acceptance
- Research pragmatics: easy to collect data for the model
- Theory based |
|
|
Term
| The theory of reasoned action |
|
Definition
- Fishbein: extension of multiattribute attitude model
- Assumes consumers consciously choose behaviors that have the most desirable consequences
- Behavior is determined by the person's intention to perform that behavior
- Tend to perform behaviors that are evaluated favorably/popular with others |
|
|
Term
| The Theory of Reasoned Action Continued |
|
Definition
- Theory is not relevant for extremely simple or involuntary behaviors
- Model Components:
1) Behaviors
2) Behavioral intention
3) Attitude toward the behavior or action
4) Subjective or social norm |
|
|
Term
| Marketing implications of the theory or reasoned action |
|
Definition
- Situational context in which behavior occurs
- Important to determine whether attitude toward behavior/action or subjective/social norm has major influence on behavioral intentions
- Measures of consumers' intentions may differ from actual intentions that determine behavior |
|
|
Term
| Factors that can weaken the relationship between intentions and behaviors |
|
Definition
- Intervening time
- Different levels of specificity
- Unforeseen environmental event (store runs out of item)
- Unforeseen situational context
- Degree of voluntary control (too sick to shop)
- Stability of intentions
- new info |
|
|
Term
| Attitude component inconsistency - reasons |
|
Definition
1) lack of need
2) lack of ability
3) relative attitudes
4) weak beliefs and affect
5) interpersonal influences |
|
|
Term
| Strategies for changing attitudes related to the model |
|
Definition
- Adding a new salient belief about the object (OJ w/ calcium)
- Increasing strength of an existing positive belief, but not currently associated with your product (broccoli and vitamin C)
- Change the evaluation of a strongly held belief
- Making an existing favorable belief more salient (milk) |
|
|
Term
| Other methods for changing attitudes |
|
Definition
- Ego defensive function: appeal to and protect egos (Olay)
- Value expressive function: enhancing the value system (recycling)
- Knowledge function: provide info (Trident)
- Aligning the product with a special event, group, or cause (McDonalds)
- Resolving two conflicting attitudes (low fat alfredo sauce)
- changing beliefs about competitors brands |
|
|
Term
| Elaboration Likelihood model |
|
Definition
- Cognitive processes and promotion
- Attitudes formed under central tend to be:
1) stronger
2) more resistant to counter persuasion
3) more accessible from memory
4) more predictive of behavior |
|
|
