Chapter 6 Class Prep

Attribution theory

According to ____, people like to find explanations for events or behaviors; and they like to assign causality or blame.

cognative

According to the tri-component model of attitude, attitudes are made of three components: affective, behavioral (conative), and ___ components.

motivational quality

Attitudes cause us to behave in certain ways as consumers. This means that attitudes have a ____.

Ego-defensive

Changing attitudes by this functional method means using ads for the brand that acknowledge consumers' needs for self-esteem, self-image protection, and so on.

Value-expressive

Changing attitudes by this functional method means using ads that highlight how the purchase of the brand helps consumers to display things such as support for the environment or support for a cause.

Consumer Attitudes

Consumers' learned predispositions to behave in a consistently favorable or unfavorable manner with respect to a given object.

Resolve two conflicting attitudes

If consumers have attitudes such as "The product is effective (positive attitude) but may harm environment (negative attitude)," marketers can change attitudes this way.

Customer-centric focus

L'Oréal Paris was named 'World's Most Valuable Personal-care Brand' for 2018 because of this.

Comparative advertising

One of the ways to change attitude is to try to change consumers' beliefs about competing brands. This is usually done through ___.

reassurance

One way that consumers deal with cognitive dissonance is to seek this from satisfied consumers who also purchased the product.

Situational

The situation in which we find ourselves as consumers could influence our attitudes towards a brand, a marketer, or a retailer. This means that attitudes are ____.

Fishbein Model

This attitude model argues that consumers' attitudes towards a brand derive from their beliefs about the attributes of the brand and their evaluations of those attributes.

Attitude-toward-the-ad

This attitude model proposes that a consumer forms various feelings (affects) and judgments (cognitions) as the result of exposure to an advertisement.

Theory of Reasoned Action

This attitude model refers to factors such as subjective norm, attitude toward the behavior, and intention.

cognitive dissonance

This occurs when we have conflicting attitudes toward an attitude object.