Chapter 7 Consumer Behavior

Lecture

a speech where the source speaks directly to the audience to inform and persuade them

Comparative advertising

a strategy in which a message compares two or more recognized breads and compares them on the basis of attributes

Distraction

Humorous ads inhibit the consumer from counter arguing (thinking of reasons not to agree with the message) increasing the livelihood of message acceptance

Uses and gratifications theory

argues that consumers are an active, goal directed audience that draws on mass media as a resource to satisfy needs

Social adaption perspective

assumes that a perceiver will weight information seen to be instrumental in forming an attitude more heavily

Elaboration likelihood model

assumes that once a customer receives a message, he or she begins to process it

Drama

attempt to be experiential involving the audience emotionally

Ongoing tracking studies

attitude tracking involves administration of a survey at regular intervals

Functional theory of attitudes

attitudes exist because they serve some function for the person ( they are determined by a persons motives

Ego defensive function

attitudes we from to protect ourselves either from external threats to internal feelings

Simile

compares two objects A is like B

The standard learning hierarchy

consumer approaches a product decision as a problem-solving process

Transformational advertising

consumer associates the experience of product usage with some subjective sensation

The low-involvement hierarchy

consumer does not have strong initial preference, consumer acts on limited knowledge, consumer forms an evaluation only after product trial

Havituation

consumer no loner pays attention to the stimulus because of boredom or fatigue

The experiential hierarchy

consumers act on the basis of their emotional reactions

Principle of cognitive consistency

consumers value harmony among their thoughts, feelings or behaviors to be consistent with other experience.

Hype

corporate propaganda

Two important source characteristics

credibility and attractiveness

Building credibility

credibility can be enhanced if the sources qualifications are relevant to the product.

Second order response

customer feedback in response to a remarking message that is not in the from of a transaction

Value expressive function

relate to the consumers central value

Utilitarian function

relates to the basic principles of reward and punishment

The central rout to persuasion

the processing route taken under conditions of high involvement

The peripheral rout to persuasion

the processing route taken under conditions of low involvement

Spokescharacter

the use of animated characters or fictional mascots as product representatives

Affects

the way a consumer feels about an attitude object

Buzz

word of mouth

Source attractiveness

refers to the sources perceived social value

Hierarchy of effects

a fixed sequence of steps that occur en route to an attitude

Resonance

a form of presentation that combines a play on words with a relevant picture

Attitude

a lasting, general evaluation of people (including oneself) objects advertising or issues.

Source effects

a message will have different effect if communicated by a different source

Attitude toward the advertisement

a predisposition to respond in a favorable or unfavorable manner to a particular advertising stimulus during a particular exposure occasion

Sleeper effect

a process by which difference in attitude change between positive sources and less positive sources seem to get erased over time.

First order response

a product offer that directly yields a transaction

Attitude tracking program

a program allows researcher to analyze attitude trends during an extended period of time.

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 listing to the message probably weren't good prospect in the first place.

Persuasion

an active attempt to change attitudes

Subjective norm

an additional component to the multiattribut attitude model that accounts for the effect of what we believe other people think we should do

Fear

an emotional response to the message

Theory of reasoned action

an updated version of the fishbein multiattrbute attitude theory that considers factors such as social pressure and the attitude toward the act of buying a product rather than simply attitudes toward the product itself.

Cognitive-affective model

argues that an affective judgment is the last step in a series of cognitive process

Social media

refers to the set of technologies that enables users to creat content and share it with a larger number of others.

Permission marketing

based on the idea that a marketer will be more successful in persuading consumers who have agreed to let him or her try

Normative belief

belief that others believe an action should or should not be taken

Negative affect

boredom increases with each exposure

Motivation to comply

degree to which consumers take into account anticipated reactions

Emotional contagion

emotions expressed by the communicator of a marketing message affect the attitude toward the product.

Fear appeals

empathize the negative consequences that can occur unless the cosumer changes a behavior or an attitude

Multiple pathway anchoring and adjustment model

empathizes multiple pathways to attitude formation, including outside-in and inside-out pathways.

Two-factor theory

explains the fine line between familiarity and boredom

Refutaional arguments

first raise a negative issue and then dismiss it can be quite effective

Attitude toward the act of buying

how someone feels about buying due to the perceived consequences of a purchase

Knowledge bais

implies a sources knowledge is not accurate

Latitudes of acceptance and rejection

in the social judgment theory of attitudes, the notion that people differ in terms of the information they will find acceptable or unacceptable.

Positive affect

increase familiarity, reduces uncertainty

Metaphore

involves placing two dissimilar objects in a close relationship such that A is B

Behavior

involves the person intentions to do something with regard to an attitude object

M-Commerce

markers promote their goods and services via wireless devices including cell phones

Contrast effect

massages falling with the latitude of rejection ten to be seen as being farther from ones position than they actually are

Framed

message in the picture is strongly related to the copy

Assimilation effect

messages that fall within the latitude of acceptance ten to be seen as more consistent with ones position than they actually are

Multiattribute models

model that assumes a consumers attitude, will depend on the beliefs he or she has about several attributes toward the object

Social judgment theory

people assimilate new information about attitudes base on what they already know or feel.

Attitudes of acceptance and rejection

people differ in the information they find acceptable or unacceptable

Self perception theory

people maintain consistency by inferring that they must maintain a positive attitude toward a product they have brought or consumed

Mere Exposure

people tend to like things that are more familiar to them even if they are not keen on them initially

Three emotional dimensions

pleasure, arousal, and intimidation

Supportive argument

presents only positive arguments

Two sided message

presents positive and negative info

Foot in the door technique

sales strategy based on the observation that consumers will comply with a request if they have first agreed to comply with a smaller request

Source credibility

sources perceived expertise, objectivity or trustworthiness

Communications model

specified the elements they need to control in order to communicate with their customers.

Attitude models

specify the different elements that might work together to influence peoples evaluation of attitude.

Theory of trying to consume

states that the criterion of behavior in the reasoned action model should be replaced with trying to reach a goal.

Independence hypothesis

takes the position that affect and cognition involve two separate, independent systems

Cognition

the beliefs a consumer has about an attitude object

Levels of commitment to an attitude

the degree of commitment is related to the level of involvement with an attitude object (compliance, identification, internalization)

Threat

the literal content of the message

Avatar

the manifestation of a Hindu deity in superhuman or animal form

Corporate paradox

the more involved a company appears to be in the dissemination of news about its products, the less credible it becomes.

Chunck

visual images allow the receiver to group information at the time of encoding

Knowledge function

we from some attitudes because we need order, structure or meaning

Theory of cognitive dissonance

when a person is confronted with inconsistencies among attitudes or behavior, he or she will take action to reduce the dissonance by changing an attitude or modifying a behavior

Reporting bias

when a source has the required knowledge but the willingness to convey it is compromised