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