Consumer Behavior Chapter 7
attitude
a lasting, general evaluation of people, objects, advertisements, or issues
foot-in-the-door
consumer will comply to a request after agreeing to a smaller request
value-expressive function
consumer's central values or self-concept in relation to attitudes
theory of reasoned action
intentions versus behavior, social pressure, attitudes towards buying
experimental hierarchy
act on the basis of our emotional reactions. feel>think>do.
persuasion
active attempt to change attitudes (reciprocity, scarcity, authority, consistency, liking, consensus)
multiattribute attitude model
assumes that a consumer's attitude toward an object depends on the belief she has about several of its attributes
social judgment theory
assumes that people assimilate new information about attitude objects in light of what they already know or feel
self-perception theory
assumes that we observe our own behavior to determine just what our attitudes are
knowledge function
attitudes due to the necessity of order, structure, and meaning
ego-defensive function
attitudes we form to protect ourselves either from external threats or internal feelings in relation to attitudes
balance theory
considers how a person perceives relations among different attitude objects, and how he alters his attitudes so that they remain balanced with his life~~~ (earings example)
internalization
deep-seated attitudes that become part of our value system
low-involvement hierarchy
do>feel>think: assumes that the consumer doesn't really care about brands, no preference
behavior
his intentions to take action about it
affect
how a consumer feels about an attitude object
compliance
lowest level of involvement, we form an attitude because it helps us to gain rewards or to avoid punishment
identification
occurs when we form an attitude to conform to another's expectations
utilitarian function
relates to the basic principles of reward and punishments in relation to attitudes
standard learning hierarchy
think>feel>do: assumes that a person approaches a product decision as a problem-solving process. forms beliefs as they accumulate knowledge, evaluates these beliefs and forms a feeling about the product, then engages in relevant behavior
cognitive consistency
we value harmony among our thoughts, feelings, and behaviors
cognition
what he believes to be true about the attitude object
cognitive dissonance
when a person is confronted with inconsistencies among attitudes or behaviors, he will take action to resolve it