Consumer Behavior Chapter 7

Zajonc's model of hedonic consumption

is one of the three components of the hierarchy of effects model.

utilitarian function

to alert us to rewarding objects and situations we should approach and costly or punishing objects or situations we should avoid "drink Diet Coke..just for the taste of it

Attitudes tend to change as people age.

true

Theory of reasoned action

updated version of Fishbein multi-attitude theory that considers such factors as social pressure and Aact (attitude toward the act of buying a product) rather than attitudes toward just theproduct itself

foot in the door technique

Getting people to agree to a small request to increase the chances that they will agree to a larger request later.

multi attribute attitude model

Giving weights to each attribute Three elements: --Attributes --Beliefs --Importance weights implies an attitude toward a product or brand can be predicted by identifying these specific beliefs and combining them to derive a measure of the consumers overall attitude

Inhibitor

Sept 11th example with change of flying rules

Attitude

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

ABC model of attitudes

affect, behavior, cognition

Attitude object Ao

anything toward which one has an attitude

social judgement theory

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

Hierarchy of effects

attitude approach that suggests that affect, behavior, and cognitions form in a sequential order

Zajonc's model of hedonic consumption stresses that attitude formation can be strongly influenced by emotional responses to product attributes, both tangible and intangible.

attitude formation can be strongly influenced by emotional responses to product attributes, both tangible and intangible.

sentiment relation

balance theory of attitudes, when two elements are linked because someone has expressed a preference either positive or negative for the third this ????? exists

principle of cognitive consistency

belief that consumers value harmony among their thoughts, feelings and behaviors and that they are motivated to maintain uniformity among these elements

balance theory

celebrity endorsement example, theory that conisders relations among elements might perceive as belonging together, people's tendency to change relations among elements in order to make them consistent or balanced

compliance level of comitment to an attitude

characterized by a desire to gain rewards or to avoid punishment

Beliefs-behavior-affect

consumer approach to a product decision as a behavior learning process is the formation of this attitude

Behavior

consumer's actions with regard to an attitude object

congruity theory

consumers prefer brands that are similar to their own personalities that project their self-concepts. When consumers choose cognitively congruent brands, they may be expressing their personal identities and projecting their unique personalities.

Hierarchy of effects

fixed sequence of steps, varies depending on level of involvement with attitude object

Latitudes of acceptance and rejection

formed around an attitude standard, ideas that fall within a latitude will be favorably received while those falling outside this zone will not

classical conditioning

forming an attitude as a result of repeated pairing of brand name wih a jingle

Internalization

high level of involvement and deep seated attitudes

The Fishbein model

in F the importance and desirability of the attribute are separately assessed. size of ei = magnitude and importance sign of ei = the desirability of the attribute (want or don't want.)

low involvement

no strong brand preference but acts on basis of limited knowledge, forming an evaluation after the fact, influenced by purchase displays

self perception theory

observations of own behavior to determine what their attitudes are toward some object

Attidue toward the act of buying Aact

perceived consequence of a purchase

Theory of cognitive dissonance

perspective that cognitive discomfort results from an individual holding logically inconsistent beliefs about an object or event...consumer is motived to reduce this dissonance through changing his or her beliefs and evaluations about the object or event

functional theory of attitudes

pragmatic approach that focuses on how attitudes facilitate social behavior, attitudes exist becaue they serve some function for the person

Attitude toward the advertisement AaD

predisposition to respond favourably or unfavourably to a particular advertising stimulus during a particular exposure occasion

object-attribute linkages

probability that a particular object has an important attribute measured in Fishbein model

Value expressive function

relate to the consumer's central values or self-concept. a person forms a product attitude in this case cause of what the product says about him or her as a person

Cognition

the beliefs a consumer has about an attitude object

Affect

the way a consumer feels about an attitude