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.