Chapter 7
As the length of time between attitude measurement and overt behavior ________ , the predictive ability of attitudinal models __________
grows, weakens
N
# of attributes and beliefs
Evaluative rating (e) can be measured on a _________
-3 to 3 scale
Hierarchy of Effects consist of,
1. High-involvement (standard learning) hierarchy 2. Low-involvement hierarchy 3. Experiential hierarchy 4. Behavioral influence hierarchy
Elements to understand and predict a consumer's attitude,
1. Salient beliefs 2. Strength of the belief 3. Evaluation of the attribute -Also called, Fishbein Model
Belief ratings (b) can be measured using a 10-point _________
10-point scale
Experiential
Affect → Behavior → Cognition
Hierarchy of Effects
Affect, behavior, and cognitions (beliefs) form by the following one of four hierarchies
Knowledge Function
Allows consumers to simplify decision-making processes
Behavioral Intentions Model
An improvement over the attitude-toward-the-object model.
Formula (ATO Model)
Ao = Sum (N where I-1) (bi) (ei)
Ao
Attitude toward object
Compensatory Model
Attitudes are formed holistically across a number of attributes,with poor ratings on one attribute being compensated for by higher ratings on another
Functional Theory of Attitudes
Attitudes perform four functions; utilitarian function, knowledge function, value-expressive function, ego defensive function
Utilitarian Function
Based on the concept of reward and punishment
Behavioral Influence
Behavior → Cognition → Affect
Cognitions
Beliefs that consumer has about the object
Formula (Behavior Intentions Model)
B~BI = w1 (Abehavior) + w2 (SN)
Source Effects
Characteristics of the person or character delivering a message that influence persuasion
High-Involvement
Cognition → Affect → Behavior
Low-Involvement
Cognition → Behavior → Affect
Multi-attribute Attitude Model
Combines information about a number if beliefs and evaluations pertaining to an object's attributes
Central Route to Persuasion
Consumer develops a number of thoughts regarding the incoming message that may either support or contradict the inf
Peripheral Route to Persuasion
Consumer has low involvement, motivation, and/or ability to process message
Balance Theory
Consumers are motivated to maintain perceived consistency in the relations found in mental systems
Message Effects
Describe how the appeal of a message and its construction affect persuasion
Value-Expressive Function
Enables consumers to express their core values, self-concept, and beliefs to others
Attitudes
Enduring overall evaluations of objects, products, services, issues, or people
ei
Evaluation of attractiveness or goodness
Theory of Planned Action
Expands upon the behavioral intentions model by including a perceived control component
Attitude Tracking
Extent to which a company actively monitors its customers' attitudes over time
Attitude - Behavior Consistency
Extent to which a strong relationship exists between attributes and actual behavior
Affect
Feelings about an object
Elaboration Likelihood Model (ELM)
How attitudes are changed based on differing levels of consumer involvement
Consistency Principle
Human beings prefer consistency among their beliefs, attitudes, and behaviors
Latitude of Acceptance
Information presented must be perceived as being close to the original attitude position
Latitude of Rejection
Message that is perceived as being far away from, or opposed to, the original attitude position
Contrast Effect
Message viewed as being even more opposed to the original attitude than it really is, and the message will be rejected
Peripheral Cues
Nonproduct-related information presented in a message
Primary Effect
Occurs when the information placed early in a message has the most impact
Recency Effect
Occurs when the information placed late in a message has the most impact
Serial Position Effect
Occurs when the placement of information in a message impacts recall of the information
Behavior
Overt behavior that consumers exhibit as well as their intentions to behave
Social Judgement Theory
Proposes that consumers compare incoming information to their existing attitudes about a particular object or issue
Attitude-Toward-The-Object (ATO) Model
Proposes that three key elements must be assessed to understand and predict a consumer's attitude
Central Cues
Refer specifically to information found in the message that pertains directly to the product, its attributes, its advantages, or the consequences of its use
Basic Communication Model
Source encodes message → delivers message through some medium (personal or impersonal) → receiver decodes message → receiver then responds → feedback
Persuasion
Specific attempts to change attitudes
Matchup Hypothesis
States that a source feature is the most effective when it is matched with relevant products
Ego-Defensive Function
Works as a defense mechanism for consumers
Serena wants to buy a new hair dryer. She surfs the Internet and finally considers buying either model A or model B from the same company. She rates them on their price, energy consumption, and design. Her evaluative ratings (e) for each attribute and her beliefs of how each model performs on a given attribute (b) are given below: Attribute - e, Model A - b, Model B - b -Low Price: 3 Model A - 8 Model B - 8 -Energy Consumption: 2 Model A - 5 Model B - 6 -Design: 2 Model A - 8 Model B - 9 Refer to the Attitude Scenario. Based on the attitude-toward-the-object model, what is Serena's overall attitude ( Ao ) toward Model B? a. 54 b. 50 c. 62 d. 44 e. 23
a.
The _____ is based on the concept of reward and punishment. a. utilitarian function of attitudes b. cognitive function of attitudes c. ego-defensive function of attitudes d. knowledge function of attitudes e. value-expressive function of attitudes
a.
The statement "I always buy that brand" is an example of the _____ component of attitude. a. behavior b. affect c. trustworthiness d. abstract e. cognitions
a.
The statement "I really like my new tablet computer" best reflects the _____ component of attitude. a. affect b. relational c. cognitions d. behavior e. abstract
a.
ABC Approach to Attitudes
affect, behavior, and cognition
consumer begins to process a message _______________
as soon as it is received
i
attribute
According to social judgment theory, a message that is perceived as being opposed to the original attitude position will fall within the _____. a. high-involvement hierarchy b. latitude of rejection c. central route to persuasion d. latitude of indifference e. latitude of acceptance
b.
Karen Bates has owned several automobiles from her favorite brand. Therefore, when deciding to purchase a new car for her daughter, her brand loyalty made the decision easy. Consequently, she gifted her daughter the latest model of that brand. According to the functional theory of attitudes, this scenario relates to the _____. a. utilitarian function of attitudes b. knowledge function of attitudes c. ego-defensive function of attitudes d. reinforcement function of attitudes e. bilateral function of attitudes
b.
_____ refer to the characteristics of the person or character delivering a message that influence persuasion. a. Peripheral effects b. Source effects c. Central effects d. Primary effects e. Message effects
b.
Unit Relations
based on idea that two elements are in some way connecting one another
Ken Rogers wants to purchase a new computer for his daughter. He carefully collects information about the latest models available in the market such as their features and prices. He plans to make the actual purchase only after extensively researching and evaluating these various models. According to the hierarchy of effects approach to attitudes, which of the following best describes Ken's actions? a. Low involvement hierarchy b. Experiential hierarchy c. High involvement hierarchy d. Hedonic hierarchy e. Behavioral influence hierarchy
c.
The basic premise of _____ is that consumers are motivated to maintain perceived consistency in the relations found in mental systems. a. social judgment theory b. the changing schema-based affect c. balance theory d. behavioral influence theory e. the elaboration likelihood model
c.
_________ and the _______ is maintained when the multiplication of the sign in the sentiment and unit relations results in a positive value
consistency, triad
Triad
consists of a set of three elements
Serena wants to buy a new hair dryer. She surfs the Internet and finally considers buying either model A or model B from the same company. She rates them on their price, energy consumption, and design. Her evaluative ratings (e) for each attribute and her beliefs of how each model performs on a given attribute (b) are given below: Attribute - e, Model A - b, Model B - b -Low Price: 3 Model A - 8 Model B - 8 -Energy Consumption: 2 Model A - 5 Model B - 6 -Design: 2 Model A - 8 Model B - 9 Refer to the Attitude Scenario. According to the attitude-toward-the-object approach, if Model B introduced extra styling features like straightening and curling, which of the following methods is Model B using to change consumer attitude toward its product? a. Changing evaluations b. Adding a social norm c. Changing prices d. Adding beliefs about new attributes e. Changing schema-based affect
d.
The ego-defensive function of consumer attitudes: a. enables a consumer to express his or her core values, self-concept, and beliefs to others. b. is based on the concept of reward and punishment. c. makes a consumer vulnerable to information that may be threatening. d. works as a protection mechanism. e. allows consumers to simplify decision-making processes.
d.
The statement "Automobiles manufactured by this brand are the safest " is an example of the _____ component of attitude. a. abstract b. relational c. affect d. behavior e. cognitions
e.
important components of attitudes
feelings, beliefs, behaviors
one-to-many approach
illustrates how a marketer may attempt to communicate with numerous consumers
_________ acts as a frame of reference, or standard, against which the incoming message is compared
initial attitude
Consumers learn to use attitudes as way to _______ rewards and _______ punishment
maximize, minimize
Assimilation
message is viewed as being congruent with initial attitudinal position, and message received favorably
When consumers have _______ attitudes towards toward products, they tend to promote them to others
positive
Sentiment Relations
relations between observer and other elements
Noise concept
represents all stimuli in the environment that disrupt the communication process
bi
strength of belief
Attitudes are __________ of behavior when the decision to be made is classified as high-involvement
stronger predictors