Chapter 7

As the length of time between attitude measurement and overt behavior ________ , the predictive ability of attitudinal models __________

grows, weakens

N

# of attributes and beliefs

Evaluative rating (e) can be measured on a _________

-3 to 3 scale

Hierarchy of Effects consist of,

1. High-involvement (standard learning) hierarchy 2. Low-involvement hierarchy 3. Experiential hierarchy 4. Behavioral influence hierarchy

Elements to understand and predict a consumer's attitude,

1. Salient beliefs 2. Strength of the belief 3. Evaluation of the attribute -Also called, Fishbein Model

Belief ratings (b) can be measured using a 10-point _________

10-point scale

Experiential

Affect → Behavior → Cognition

Hierarchy of Effects

Affect, behavior, and cognitions (beliefs) form by the following one of four hierarchies

Knowledge Function

Allows consumers to simplify decision-making processes

Behavioral Intentions Model

An improvement over the attitude-toward-the-object model.

Formula (ATO Model)

Ao = Sum (N where I-1) (bi) (ei)

Ao

Attitude toward object

Compensatory Model

Attitudes are formed holistically across a number of attributes,with poor ratings on one attribute being compensated for by higher ratings on another

Functional Theory of Attitudes

Attitudes perform four functions; utilitarian function, knowledge function, value-expressive function, ego defensive function

Utilitarian Function

Based on the concept of reward and punishment

Behavioral Influence

Behavior → Cognition → Affect

Cognitions

Beliefs that consumer has about the object

Formula (Behavior Intentions Model)

B~BI = w1 (Abehavior) + w2 (SN)

Source Effects

Characteristics of the person or character delivering a message that influence persuasion

High-Involvement

Cognition → Affect → Behavior

Low-Involvement

Cognition → Behavior → Affect

Multi-attribute Attitude Model

Combines information about a number if beliefs and evaluations pertaining to an object's attributes

Central Route to Persuasion

Consumer develops a number of thoughts regarding the incoming message that may either support or contradict the inf

Peripheral Route to Persuasion

Consumer has low involvement, motivation, and/or ability to process message

Balance Theory

Consumers are motivated to maintain perceived consistency in the relations found in mental systems

Message Effects

Describe how the appeal of a message and its construction affect persuasion

Value-Expressive Function

Enables consumers to express their core values, self-concept, and beliefs to others

Attitudes

Enduring overall evaluations of objects, products, services, issues, or people

ei

Evaluation of attractiveness or goodness

Theory of Planned Action

Expands upon the behavioral intentions model by including a perceived control component

Attitude Tracking

Extent to which a company actively monitors its customers' attitudes over time

Attitude - Behavior Consistency

Extent to which a strong relationship exists between attributes and actual behavior

Affect

Feelings about an object

Elaboration Likelihood Model (ELM)

How attitudes are changed based on differing levels of consumer involvement

Consistency Principle

Human beings prefer consistency among their beliefs, attitudes, and behaviors

Latitude of Acceptance

Information presented must be perceived as being close to the original attitude position

Latitude of Rejection

Message that is perceived as being far away from, or opposed to, the original attitude position

Contrast Effect

Message viewed as being even more opposed to the original attitude than it really is, and the message will be rejected

Peripheral Cues

Nonproduct-related information presented in a message

Primary Effect

Occurs when the information placed early in a message has the most impact

Recency Effect

Occurs when the information placed late in a message has the most impact

Serial Position Effect

Occurs when the placement of information in a message impacts recall of the information

Behavior

Overt behavior that consumers exhibit as well as their intentions to behave

Social Judgement Theory

Proposes that consumers compare incoming information to their existing attitudes about a particular object or issue

Attitude-Toward-The-Object (ATO) Model

Proposes that three key elements must be assessed to understand and predict a consumer's attitude

Central Cues

Refer specifically to information found in the message that pertains directly to the product, its attributes, its advantages, or the consequences of its use

Basic Communication Model

Source encodes message → delivers message through some medium (personal or impersonal) → receiver decodes message → receiver then responds → feedback

Persuasion

Specific attempts to change attitudes

Matchup Hypothesis

States that a source feature is the most effective when it is matched with relevant products

Ego-Defensive Function

Works as a defense mechanism for consumers

Serena wants to buy a new hair dryer. She surfs the Internet and finally considers buying either model A or model B from the same company. She rates them on their price, energy consumption, and design. Her evaluative ratings (e) for each attribute and her beliefs of how each model performs on a given attribute (b) are given below: Attribute - e, Model A - b, Model B - b -Low Price: 3 Model A - 8 Model B - 8 -Energy Consumption: 2 Model A - 5 Model B - 6 -Design: 2 Model A - 8 Model B - 9 Refer to the Attitude Scenario. Based on the attitude-toward-the-object model, what is Serena's overall attitude ( Ao ) toward Model B? a. 54 b. 50 c. 62 d. 44 e. 23

a.

The _____ is based on the concept of reward and punishment. a. utilitarian function of attitudes b. cognitive function of attitudes c. ego-defensive function of attitudes d. knowledge function of attitudes e. value-expressive function of attitudes

a.

The statement "I always buy that brand" is an example of the _____ component of attitude. a. behavior b. affect c. trustworthiness d. abstract e. cognitions

a.

The statement "I really like my new tablet computer" best reflects the _____ component of attitude. a. affect b. relational c. cognitions d. behavior e. abstract

a.

ABC Approach to Attitudes

affect, behavior, and cognition

consumer begins to process a message _______________

as soon as it is received

i

attribute

According to social judgment theory, a message that is perceived as being opposed to the original attitude position will fall within the _____. a. high-involvement hierarchy b. latitude of rejection c. central route to persuasion d. latitude of indifference e. latitude of acceptance

b.

Karen Bates has owned several automobiles from her favorite brand. Therefore, when deciding to purchase a new car for her daughter, her brand loyalty made the decision easy. Consequently, she gifted her daughter the latest model of that brand. According to the functional theory of attitudes, this scenario relates to the _____. a. utilitarian function of attitudes b. knowledge function of attitudes c. ego-defensive function of attitudes d. reinforcement function of attitudes e. bilateral function of attitudes

b.

_____ refer to the characteristics of the person or character delivering a message that influence persuasion. a. Peripheral effects b. Source effects c. Central effects d. Primary effects e. Message effects

b.

Unit Relations

based on idea that two elements are in some way connecting one another

Ken Rogers wants to purchase a new computer for his daughter. He carefully collects information about the latest models available in the market such as their features and prices. He plans to make the actual purchase only after extensively researching and evaluating these various models. According to the hierarchy of effects approach to attitudes, which of the following best describes Ken's actions? a. Low involvement hierarchy b. Experiential hierarchy c. High involvement hierarchy d. Hedonic hierarchy e. Behavioral influence hierarchy

c.

The basic premise of _____ is that consumers are motivated to maintain perceived consistency in the relations found in mental systems. a. social judgment theory b. the changing schema-based affect c. balance theory d. behavioral influence theory e. the elaboration likelihood model

c.

_________ and the _______ is maintained when the multiplication of the sign in the sentiment and unit relations results in a positive value

consistency, triad

Triad

consists of a set of three elements

Serena wants to buy a new hair dryer. She surfs the Internet and finally considers buying either model A or model B from the same company. She rates them on their price, energy consumption, and design. Her evaluative ratings (e) for each attribute and her beliefs of how each model performs on a given attribute (b) are given below: Attribute - e, Model A - b, Model B - b -Low Price: 3 Model A - 8 Model B - 8 -Energy Consumption: 2 Model A - 5 Model B - 6 -Design: 2 Model A - 8 Model B - 9 Refer to the Attitude Scenario. According to the attitude-toward-the-object approach, if Model B introduced extra styling features like straightening and curling, which of the following methods is Model B using to change consumer attitude toward its product? a. Changing evaluations b. Adding a social norm c. Changing prices d. Adding beliefs about new attributes e. Changing schema-based affect

d.

The ego-defensive function of consumer attitudes: a. enables a consumer to express his or her core values, self-concept, and beliefs to others. b. is based on the concept of reward and punishment. c. makes a consumer vulnerable to information that may be threatening. d. works as a protection mechanism. e. allows consumers to simplify decision-making processes.

d.

The statement "Automobiles manufactured by this brand are the safest " is an example of the _____ component of attitude. a. abstract b. relational c. affect d. behavior e. cognitions

e.

important components of attitudes

feelings, beliefs, behaviors

one-to-many approach

illustrates how a marketer may attempt to communicate with numerous consumers

_________ acts as a frame of reference, or standard, against which the incoming message is compared

initial attitude

Consumers learn to use attitudes as way to _______ rewards and _______ punishment

maximize, minimize

Assimilation

message is viewed as being congruent with initial attitudinal position, and message received favorably

When consumers have _______ attitudes towards toward products, they tend to promote them to others

positive

Sentiment Relations

relations between observer and other elements

Noise concept

represents all stimuli in the environment that disrupt the communication process

bi

strength of belief

Attitudes are __________ of behavior when the decision to be made is classified as high-involvement

stronger predictors