Consumer Behavior Chapter 7

attitude

a lasting, general evaluation of people, objects, advertisements, or issues

foot-in-the-door

consumer will comply to a request after agreeing to a smaller request

value-expressive function

consumer's central values or self-concept in relation to attitudes

theory of reasoned action

intentions versus behavior, social pressure, attitudes towards buying

experimental hierarchy

act on the basis of our emotional reactions. feel>think>do.

persuasion

active attempt to change attitudes (reciprocity, scarcity, authority, consistency, liking, consensus)

multiattribute attitude model

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

social judgment theory

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

self-perception theory

assumes that we observe our own behavior to determine just what our attitudes are

knowledge function

attitudes due to the necessity of order, structure, and meaning

ego-defensive function

attitudes we form to protect ourselves either from external threats or internal feelings in relation to attitudes

balance theory

considers how a person perceives relations among different attitude objects, and how he alters his attitudes so that they remain balanced with his life~~~ (earings example)

internalization

deep-seated attitudes that become part of our value system

low-involvement hierarchy

do>feel>think: assumes that the consumer doesn't really care about brands, no preference

behavior

his intentions to take action about it

affect

how a consumer feels about an attitude object

compliance

lowest level of involvement, we form an attitude because it helps us to gain rewards or to avoid punishment

identification

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

utilitarian function

relates to the basic principles of reward and punishments in relation to attitudes

standard learning hierarchy

think>feel>do: assumes that a person approaches a product decision as a problem-solving process. forms beliefs as they accumulate knowledge, evaluates these beliefs and forms a feeling about the product, then engages in relevant behavior

cognitive consistency

we value harmony among our thoughts, feelings, and behaviors

cognition

what he believes to be true about the attitude object

cognitive dissonance

when a person is confronted with inconsistencies among attitudes or behaviors, he will take action to resolve it