Marketing Ch. 7
multiple pathway anchoring and adjustment (MPAA) model
emphasizes multiple pathways to attitude formation, including outside-in (object-centered) and inside-out (person-centered) pathways.
Persuasion
involves an active attempt to change attitudes
Attitude
lasting, general evaluation of people (including oneself), objects, advertisements, or issues
Cognition
what he believes to be true about the attitude object
M-commerce (mobile commerce)
where marketers promote their goods, and services via wireless devices, including cell phones, PDAs, and iPods, is red hot
Behavior
refers to his intentions to take action about it
Value-Expressive function
relate to the consumer's central values or self-concept
Attitude object (A0)
Anything toward which one has an attitude
Knowledge function
Applies when a person is in an ambiguous situation or she confronts a new product
Internalization
At the highest level of involvement. Deep-seated attitudes become a part of our value system and they are very difficult to change.
Ego-defensive function
Attitudes we form to protect ourselves either from external threats or internal feelings
Compliance
The lowest level of involvement. We form an attitude because it helps us to gain rewards or avoid punishment.
foot-in-the-door technique
They know that a consumer is more likely to comply with a big request if he agrees to a smaller one
subjective norm (SN)
account for the effects of what we believe other people think we should do
Experiential hierarchy of effects
We act on the basis of our emotional reactions. Feel-Think-Do
Principle of cognitive consistency
We value harmony among our thoughts, feelings, and behaviorism, and a need to maintain uniformity among these elements motivates us
permission marketing
acknowledges that a marketer will be much more successful when he communicates with consumers who have already agreed to listen to him; consumers who "opt out" of listening to the message probably weren't good prospects in the first place
standard learning hierarchy
assumes that a person approaches a product decision as a problem-solving process. Think-Feel-Do. Beliefs-Affect-Behavior
Social judgement theory
assumes that people assimilate new information about attitude objects in light of which they already know or feel.
low-involvement hierarchy of effects
assumes that the consumer initially doesn't have a strong preference for one brand over another; instead, she acts on the basis of limited knowledge and forms an evaluation only have she has bought the product. Do-Feel-Think.
latitudes of acceptance and rejection
consider and evaluate ideas falling within the latitude favorably but they are more likely to reject out of hand those that fall outside of this zone.
Balance theory
consideres how a person perceives relations among different attitude objects, and how he alters his attitudes so that these remain consistent (or "balanced).
theory of reasoned action
contains several important additions to the original Fishbein model, and although the model is still not perfect it does a better job of prediction.
Affect
describes how a consumer feels about an attitude
Hierarchy of effects
explain the relative impact of the three components: knowing, feeling, and doing.
Functional theory of attitudes
explains how attitude facilitates social behavior. According to this pragmatic approach, attitudes exist because they serve some function for the person
attitude toward the act of buying (Aact)
focuses on the perceived consequences of the purchase
communications model
this model specifies the elements they need to control in order to communicate with their customers.
ABC model of attitudes
made up of three components: Affect, Behavior, Cognition
Identification
occurs when we form an attitude to conform to another person's or group's expectations
multiattribute attitude models
this type of model assumes that a consumer's attitude toward an attitude object (Ao) depends on the beliefs she has about several of the attributes.
Self-perception theory
provides an alternative explanation of dissonance effects. It assumes that we observe our own behavior to determine just what our attitudes are, much as we assume that we know what another person's attitude is when we watch what he does.
Utilitarian Function
relates to the basic principles of reward and punishment we learned about in Ch. 3. Simply because they provide pain or pleasure
social media
set of technologies that enable users to create content and share it with a large number of others
theory of trying
states that we should replace the criterion of behavior in the reasoned action model with trying to reach a goal
Theory of cognitive dissonance
states that when a person is confronted with inconsistencies among attitudes or behaviors, he will take some action to resolve the "dissonance"; perhaps he will change his attitude or modify his behavior to restore consistency.