Attitudes: Exam #2 MKT 434

ABC model of attitudes 1. 2. 3.

1. Affect: the way a consumer feels about an attitude object. 2. Behavior: person's intentions to do something with regard to an attitude object. 3. Cognition: beliefs a consumer has about an attitude object.

Internalization : Attitude of Commitment

1. Highest level - deep-seeded attitudes become part of the consumers value system. Attitudes that you will defend with everything.

Attitude Commitment 1. 2. 3.

1. Internalization 2. Identification 3. Compliance

Attitude

A lasting, valances and general evaluation of people, objects, advertisements, or issues Takes a lot of effort to change. everlasting.

Despite improvements to the Fishbein model, all of the following are considered obstacles to predicting behavior using this model EXCEPT which one? A) The model has relatively weak theorems about attitudes. B) The model deals with actual behavior, not with the outcomes of behavior. C) Some behavioral outcomes are beyond the consumer's control. D) Measures of attitude often do not correspond to the behavior they are supposed to predict.

A) The model has relatively weak theorems about attitudes.

The balance theory perspective involves relations among three elements (a triad). Which of the following is one of the elements of the triad? A) a person and his or her perceptions B) the marketer and its strategy of image building C) a person's beliefs D) subconscious motives

A) a person and his or her perceptions

According to the ________ hierarchy, the consumer considers purchases based on an attitude of hedonic consumption (such as how the product makes him or her feel or the fun its use will provide). A) experiential B) habitual C) low-involvement D) standard learning

A) experiential

Researchers agree that there are various levels of commitment to an attitude. The highest level of involvement is ________. A) internalization B) identification C) compliance D) actualization

A) internalization

According to the Fishbein model, one of the components of attitude is the ________ people have about an Ao. A) salient beliefs B) subconscious beliefs C) latitude of acceptance D) latitude of rejection

A) salient beliefs

Which theory of attitudes states that people are motivated to take action to resolve inconsistencies between attitudes and behaviors? A) theory of cognitive dissonance B) self-perception theory C) social judgment theory D) balance theory

A) theory of cognitive dissonance

The ________ function of attitudes applies when a person is in an ambiguous situation and needs order, structure, or meaning. A) knowledge B) utilitarian C) value-expressive D) ego-defensive

A. knowledge

What do the "A, B, Cs" of the ABC model of attitudes stand for? A) attitude, business, and consumption B) affect, behavior, and cognition C) assumptions, best practices, conditions D) approval, behavior, context

B) affect, behavior, and cognition

The theory of cognitive dissonance is based on the ________. A) knowledge function B) principle of cognitive consistency C) principle of cognitive-affect conflict D) self-identification function

B) principle of cognitive consistency

Which of the following theoretical models measures attitude toward the act of buying (Aact), rather than the attitude toward only the product itself? A) the theory of cognitive dissonance B) the theory of reasoned action C) the balance theory D) the theory of trying

B) the theory of reasoned action

Researchers have added to the original Fishbein multiattribute model. The name of this extended-Fishbein model is the ________. A) linked Fishbein model B) theory of reasoned action C) Phillips approach D) subjective norm model

B) theory of reasoned action

Which of the following attitude functions is associated with a focus on particular social identities and lifestyles (e.g., "What sort of man reads Playboy?")? A) utilitarian B) value-expressive C) ego-defensive D) knowledge

B) value-expressive

The functional theory of attitudes was initially developed to explain how ________. A) people identify with products B) attitudes facilitate social behavior C) attitudes are learned from family and friends D) attitudes change over an individual's lifetime

B. attitudes facilitate social behavior

What is the first step in the standard learning hierarchy approach? A) affect B) intentions C) cognition D) behavior

C) cognition

Multi - Attribute Attitudes Models

Consumers attitudes toward an attitude object depends on beliefs she has about several or many attributes of the object.

The ________ hierarchy assumes the consumer does not initially have a strong preference for one brand over another. Instead, a consumer acts on the basis of limited knowledge and then forms an evaluation only after the product has been purchased or used. A) experiential B) habitual C) low-involvement D) standard learning

C) low-involvement

Which theory of attitudes assumes that people assimilate new information about attitude objects in light of what they already know and feel, using an initial attitude as a frame of reference to categorize new information? A) theory of cognitive dissonance B) multiattribute theory C) social judgment theory D) self-perception theory

C) social judgment theory

standard learning hierarchy/High Involvement

Cognition > Affect > Behavior. Attitude based on cognitive information processing. Leads to LOYALTY. Best way to change behavior.

low involvement hierarchy

Cognition > Behavior >Affect, Attitude; based on behavioral learning processes. Acted first, before looking at thought and emotions. Consumers dont have a strong brand preference. Impulse buying, small petty expenses

Social Judgement Theory

Consider relations among elements a consumer might perceive as belonging together. Compares to things in that category.

Balance Theory

Consider relations among elements a consumer might perceive as belonging together. Involves triad attitude structures 1. person 2. perception of attitude object 3. perception of another person/object

According to the basic ABC model of attitudes, ________ refers to the beliefs a consumer has about an attitude object. A) affect B) conditions C) approval D) cognition

D) cognition

All multiattribute attitude models specify the importance of three elements. Two of those elements are attributes and beliefs. What is the third element? A) action variables B) motivations C) recency of events D) importance weights

D) importance weights

Which theory of attitudes assumes that people use observations of their own behavior to determine what their attitudes are? A) theory of cognitive dissonance B) balance theory C) social judgment theory D) self-perception theory

D) self-perception theory

What is developed by Katz?

Functional Theory of Attitudes

Compliance : Attitude of Commitment

Lowest level - consumer forms attitude because it gain rewards or avoids punishments. Easiest to change, but not totally. Utilitarian. Might change if you find something better.

Theory of Trying

Meaures the reasoned action consumers take to reach a goal Measures action

Identification : Attitude of Commitment

Mid-levels - attitudes formed in order to conform to another person or group. Stronger and harder to change. but can change with proper pressure from something or someone.

Principle of Cognitive Consistency

Need to live in homeostasis. We value/seek harmony among thoughts, feelings, and behaviors. We will change components to make them consistent.

knowledge function of attitudes

Need to order, structure, or meaning. Using the right info for something or attaching meaning to something

Low-Ball Technique

Person is asked for a small favor and is informed after agreeing to it that it will be very costly. persuasive technique in which the seller of a product starts by quoting a low sales price and then mentions all of the add-on costs once the customer has agreed to purchase the product

Self Perception Theory

We use observations of our own behavior to determine what our attitudes are

Theory of Cognitive Dissonance

When a consumer is confronted with inconsistencies among attitudes or behaviors, he will take action to resolve the dissonance.

Fishbein Model

a widely-used perspective that measures several attributes to determine a person's overall attitude 1. Salient Beliefs about Ao 2. Object-Attribute linkages 3. Evaluation of Each important attribute

Experiential Hierarchy

affect --> behavior --> cognition --> attitude based on hedonic consumption. Emotional contagion.

cognitive dissonance

an unpleasant state that arises when a person recognizes the inconsistency of his or her actions, attitudes, or beliefs.

Attitude Object (Ao)

anything toward which one has an attitude. o depends on what the attitude is towards.

Door-In-The-Face Technique

asking for a large commitment and being refused and then asking for a smaller commitment. Ex: donating. you wont donate a lot every month but one bug donation every year they can get you.

Foot-In-The-Door Technique

asking for a small commitment and, after gaining compliance, asking for a bigger commitment.

A(n) ________ is a lasting, general evaluation of people (including oneself), objects, advertisements, or issues. A) principle B) belief C) theory D) attitude

attitude

Functional Theory of Attitudes

attitudes exist because they serve some function. Marketers emphasize the benefits a product server for consumers.

Theory of Reasoned Action / Fishbein Model Extended

considers other elements of predicting behavior. Still measuring intension. Intentions vs. behaviors : measures behavioral intentions.

utilitarian function of attitudes

function of attitudes in which consumers use attitudes as ways to maximize rewards and minimize punishment To protect from physical harm.

Value-expression function of attitudes

function of attitudes whereby attitudes allow consumers to express their core values, self-concept, and beliefs to others. Build positive attitudes with brands who you think you are.

Ego-defensive function of attitudes

function of attitudes whereby attitudes work as a defense mechanism for consumers. Protect us so you have no bad emotions.