MKT 3325 Exam 3 ch 6

need for cognition

A personality trait that reflects a persons craving for or enjoyment of thinking.

value-expressive function

A functional approach to studying attitudes where researchers believe that attitudes reflect people's values and beliefs.

Knowledge function

A functional approach to studying attitudes where researchers maintain that people form attitudes because they have a strong need to understand the characters of people, events, and objects they encounter.

4 Ways to change consumers attitudes

1. Change beliefs about product 2. Change brand image 3. Changing beliefs about competing brands 4. Attitude behavior Gap Are two ways to change _________ _______.

Factors that play a role in determining consumer attitudes toward marketing objects

1. Personal Sources/experiences 2. Personality factors 3. Consistency with Behavior 4. Situational factors

utilitarian functions

A functional approach to understanding attitudes where researchers believe that consumers attitudes reflect the utilities that brands provide.

Ego-defensive function

A functional approach to understanding attitudes where researchers believe that people replace doubt with feelings of security and confidence.

Attitude

A learned predisposition to behave in a consistently favorable or unfavorable way toward a given subject.

Self perception attribution

A mental interpretation that reflects the way people see themselves when they form causalities about prior events, which consists of internal and external attributions.

knowledge function (example)

A message for a new allergy medication might include a bar graph demonstrating the products superiority by contrasting its allergy symptom relief abilities with those of other allergy medications. This type of ad is an example of what type of function?

two sided message

A message that acknowledges competing products and/or the negatives of one's own product or brand.

Tri-component attitude model

A model describing the structure of attitudes, it maintains that an attitude consists of three components.

foot in the door technique

A strategy aimed at changing attitudes consisting of getting people to agree to a large request after convincing them to a small and modest request first.

Door in the face technique

A strategy aimed at changing attitudes where a large and costly first request- that is likely refused -is followed by a second, more realistic, and less costly request.

Attribution Theory

A theory focused on how people assign causality to events and form or alter their attitudes after assessing their own or other people's behavior.

ego-defensive function (example)

An ad for dentures that tells consumers that they can feel secure, smile, and eat because their brand of denture cream will not let their dentures fall out is an example of what type of function?

comparative advertising

An advertising appeal where marketers proclaim that their products are better than competing brands named in the ads.

functional approach

An approach to changing attitudes by appealing to the reasons (or motivations) behind people's attitudes.

word of mouth

An oral or written communication in which satisfied customers tell other how much they like a business, product, service, or event.

defensive attribution

Behavior or thoughts that occur when people accept (or take) credits for success (internal attribution), but assign failure to others or outside events (external attribution).

utilitarian function (example)

Lysol vs Paper towel is an example of what type of function?

value-expressive function (example)

Many customers believe that pre prepared are healthy and low in calories. An ad that refutes that belief by humorously stating that these salads can be fattening because of extra calories from salad dressing and added ingredients challenges the consumers beliefs is an example of what type of function?

multi-attribute attitude model

Models that portray consumers attitudes as functions of their assessments of objects prominent attributes.

Limited problem solving

Purchase decisions where consumers buy updated versions of products they have bough before and have set criteria to evaluate these items.

extensive problem solving

Purchase situations that occur infrequently and where the consumer does not have prior criteria to evaluate the product considered.

MORE MORE

The __________ information a customer has about a product or service, the _________ likely they are able to form attitudes about it.

Cognitive Component

The first component of the Tri-Component Model of attitudes. It represents the person's knowledge and perceptions of the features of the attitude object, which, collectively, are the beliefs that the object possesses or does not possess specific attributes.

Cognitive dissonance

The mental discomfort that people experience when facing conflicting information about an attitude object.

affective component

The second component of the Tri-Component Model of attitudes. It represents the persons emotions and feelings regarding the attitude object, which are considered evaluations because they capture the person's overall assessment of the attitude object (extent to which the individual rates the object as favorable or unfavorable).

conative component

The third component of the Tri-Component model of attitudes. It represents the likelihood that an individual will behave in a particular way with the regard to the attitude object. In consumer behavior it is treated as an expression of the consumers intention to buy.

Think/Feel/Do

Tri-component model (each step) 1. Cognitive (________) 2. Affective (__________) 3. Conative (_______)

Post purchase dissonance

cognitive dissonance that occurs after a purchase

function

the reasons or motivations behind people's attitudes.