Term
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Definition
| reward/punishment; we develop some attitudes twrds brands based on whether/not it provides pleasure or pain) (ads that stress straightforward product benefits 'you should drink coke just for the taste of it' sppeals to utilitarian function |
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Term
| functional theory of attitude |
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Definition
| to explain how attitudes facilitate behavior (Katz) 1. utilitarian 2. value-expressive; 3. ego-defensive; 4. knowledge function |
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Term
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Definition
| ABC model: Affect ("feels"); Behavior ("do"); Cognition ("Beliefs") |
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Term
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Definition
| form attitudes in 3 different ways: CAB, CBA, ABC |
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Term
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Definition
| degree to which i find that new attitude in comparison/relation with current attitues; lattitde of acceptance/rejection |
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Term
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Definition
| considers how a person perceives relations among different attitude objects, and how he alters his attitudes so that these remain consistent ("balanced") .. to restore balance, alter attitudes |
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Term
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Definition
want relations among elements in a triad to be harmonious...
all from perceiver's point of view:
(1) a person and his perceptions
(2) an attitude object
(3) some other person or object |
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Term
| multiattribute attitude models |
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Definition
| assumes that a consumer's attitude twd an attitude object depends on the beliefs she has about several of its attributes...the model helps id these specific beliefes and combine them to derive a measure of the consumer's overall attitude... marketing researches use to understand complex attitudes |
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Term
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Definition
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Term
| issues in persuasive communication |
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Definition
| WHO should be featured in the communication? HOW should the message be constructed? WHAT media should transmit the message? WHAT characteristics of the target market influence the commnications' acceptance? |
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Term
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Definition
source (communicator):
1. expertise - 2. attractiveness - 3. trustworthiness .... a credible source is particularly persuasive when the consumer has not yet learned much about a product or formed an opinion of it |
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Term
| how does persuasion occur? |
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Definition
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Term
| how does persuasion occur |
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Definition
| communication --> peripheral or central route |
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Term
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Definition
| low-involvement processing: belief-behavior-attitude change |
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Term
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Definition
| high-involvement processing: cognitive response-->belief and attitude change-->behavior change |
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Term
| types of consumer decisions |
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Definition
| extended problem solving; limitied; habitual |
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Term
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Definition
1. problem recognition
2. information search
3. evaluation of alternatives
4. product choice |
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Term
| biases in decision making |
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Definition
| mental accounting, framing, prospect theory |
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Term
| decision rules for product choice |
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Definition
| compensatory vs. non-compensatory |
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Term
| noncompensatory decision rules |
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Definition
| 1. lexicographic rule: choose 1 important attribute & base decision on that 1 attirubute; ..2. elimination by aspects rule; ...conjuctive rule |
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Term
| compensatory decision rules |
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Definition
| look at product wholistically & allow for the positives to make up for the negatives; simple additive rule; weighted additive rule |
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