Chapter 8; Consumer Behavior

persuasion

involves an active attempt to change attitudes

scarcity

items are more attractive when they aren't available

attitude

lasting, general evaluation of people (including oneself), objects, advertisements, or issues

multiattribute attitude models

this type of model assumes that a consumer's attitude toward an attitude object depends on the belief she has about several of its attributes

subjective norm (SN)

to account for the effects of what we believe other people think we should do

liking

we agree with those we like or admire

reciprocity

we are more likely to give if we first receive

authority

we believe an authoritative source much more readily than one that is less authoritative

attitude object

we call anything toward which one has an attitude this

consensus

we consider what others do before we decide what to do

compliance

we form an attitude becuase it helps us to gain rewards or avoid punishemnt

knowledge function

we form some attitudes because we need order, structure, or meaning

principle of cognitive consistency

we value harmony among our thoughts, feelings, and behaviors, and a need to maintain uniformity among these elements motivates us

cognition

what he believes to be true about the attitude object

avoidance-avoidance conflict

with messages that stress the unforeseen benefits of choosing one option

types of message appeals

emotional v. rational sex humor fear

source credibility

refers to a communicator's expertise, objectivity, or trustworthiness

comparative advertising

refers to a message that compares two or more recognizable brands and weighs them in terms of one or more specific attributes

behavior

refers to his intentions to take action about it

source attractivenss

refers tot he social value recipients attribute to a communicator

attitude model

specify the different elements that might work together to influence people's evaluations of attitude objects

communications model

this model specifies the elements they need to control in order to communicate with their customers

allegory

a story about an abstract trait or concept that advertisers tell in the context of a person, animal, or object

resonance

a form of presentation that combines a play on words with a relevant picture

approach-approach conflict

a person chooses between two desirable alternatives

permission marketing

acknowledges that a marketer will be much more satisfied when he communicates with consumers who have already agreed to listen to him

ABC model of attitudes

affect, behavior, and cognition; this model emphasizes the interrelationships among knowing, feeling, and doing

social judgement theory

also assumes that people assimilate new information about attitude objects in light of what they already know or feel

elaboration likelihood model (ELM)

assumes that, under certain conditions of high involvement, we take the central route to persuasion. under conditions of low involvement, we take a peripheral route instead

ego-defensive function

attitudes we form to protect ourselves form external threats or internal feelings

attitude accessibility perspective

behavior is a function of the person's immediate perceptions of the attitude object

normative influence

can result in a contradiction between what we say we will do and what we actually do when the moment of truth arrives

balance theory

considers how a person perceives relations among different attitude objects and how he alters his attitudes so that these remain consistent (or "balanced")

internalization

deepseated attitudes become part of our value system

affect

describes how a consumer feels about an attitude object

functional theory of attitude

explains how attitudes facilitate social behavior; includes utilitarian, value-expressive, ego-defensive, ,and knowledge functions

two-factor theory

explains the fine line between familiarity and boredom; it proposes that two separate psychological processes operate when we repeatedly show an ad to a viewer

hierarchy of effects

explains the relative impact of the three components (knowing, feeling, and doing)

attitude toward the act of buying

focuses on the perceived consequences of a purchase

Fishbein model

model measures three components of attitude: salient beliefs, object-attribute linkages, and evaluation.

approach-avoidance conflict

occurs when we desire a goal but wish to avoid it all the same time

identification

occurs when we form an attitude to conform to another person's or group's expectations

sleeper effects

people appear to "forget" about the negative source and change their attitudes

consistency

people try to not contradict themselves in terms of what they say and do about an issues

self-perception theory

provides an alternative explanation of dissonance effects; it assumes we observe our own behaviors to determine just what our attidues are, much as we assume that we know what another person's attitude is when we watch what he does

utilitarian function

relates to the basic principles of reward and punishment. we develop some attitudes toward products simply because they provide a pleasure or pain (hamburger)

value-expressive function

relates to the consumer's central values or self-concept

theory of cognitive dissonance

states that when a person is confronted with inconsistencies among attitudes or behaviors, he will take some action to resolve this "dissonance"; perhaps he will change his attitude or modify his behavior to restore consistency

foot-in-the-door technique

they know that a consume is more likely to comply with a big request if he agrees to a smaller one