Consumer Behavior Ch. 6

Need for cognition (NFC)

A personality trait that reflects a person's craving for or enjoyment of thinking

Central Route To Persuasion ( CRTP )

A promotional approach maintaining that highly involved consumers are best reached and persuaded through ads focused on the products attributes.

Value Expressive Function ( Val-Ex-Fun )

A functional approach to studying attitudes where researchers believe that attitudes reflect people's values and beliefs. -Ex. If you discover your pants no longer fit would you still believe that salads contain fewer calories?

Ego Defense Function ( EDF )

A function approach to understanding attributes where researchers believe that people replace doubt with feelings of security and confidence.

Utilitarian function

A functional approach to understanding attitudes where researchers believe that the consumers attitudes reflect the utilities that brands provide

Attitude

A learned predisposition to behave in a consistently favorable or unfavorable way toward a given object.

Self Perception Attribution (SPA)

A mental interpretation that reflects the way people see themselves when they form causalities about prior events, which consists of internal and Extertal attributions. -Ex. Gary just showed a video he made of his vacation trip to the family, the family like the video. if Gary thinks to himself "I'm really great at editing that is an internal attribution of himself" if Gary thinks the good work was due to helpful software, or just "luck" Gary would be making an external attribution.

Two-sided message

A message that acknowledges competing products.

Attitude toward object model (ATOM)

A model stating that a consumer's attitude toward a product or brand is a function of the presence of certain attributes and the consumers a valuation of those attributes.

Attitude Toward Behavior Model ( ATBM )

A model stating that a consumer's attitude toward a specific behavior is a function of how strongly he or she believes that the action will lead to a specific outcome. (either favorable or unfavorable). Want the Bentley( + to object), not ready to pay the expensive price ( - to object)

Foot in the door technique

A strategy aimed at changing attitudes consisting of getting people to agree to a large request after convincing them to agree to a small and modest request first

Door in the face technique

A strategy aimed at changing attitudes wear a large and costly first request - that is likely refused to be refused - is followed by a second, more realistic, and less costly request.

Attribution Theory ( AT )

A theory focuses on how people "assign causality" to events and form or alter their attitudes after assessing their own or other peoples behavior. -Ex. He tried to convince me to buy a LED tv over 3D Tv. why did he do this? to make a bigger commission.

Comparative advertising

An advertising appeal where marketers proclaim that their products are better than competing brands named in the ads.

Functional Approach ( Fun-App )

An approach to changing attitudes by appealing to the reasons (or motivations) behind peoples attitudes. These reasons are called "functions."

Word of Mouth

An oral or written communication in which satisfied customers tell others how much they like business, product, service, or event.

Defensive Attribution ( Def-At )

Behavior or thoughts that occur when people except (or take) credit for success (internal attribution), but the sign failure to others or outside events (external attribution).

Post purchase dissonance

Cognitive dissonance that occurs after a purchase.

Peripheral Route To Persuasion (PRTP)

In low involvement purchases a promotional approach maintaining that uninvolved consumers can be best persuaded by the ads visual aspects rather than its informative copy (i.e., the products attributes).

Multi Attribute Attitude Model ( M-Atb-Att-M)

Models that portray consumers attitudes as functions of their assessments of the objects prominent attributes

Limited problem-solving

Purchase decisions where consumers buy updated versions of products they have bought before and have set criteria to evaluate these items.

Extensive problem-solving

Purchase situations that occur infrequently and where the consumer does not have prior criteria to evaluate the product considered.

Attitude Toward the Ad Model ( ATtAM )

The feelings consumers form when they see and hear ads significantly impact their attitudes toward the brands advertised

Cognitive component

The first component of the try component model of attitudes. It represents the person's knowledge and perceptions of the features of the attitude object, which, collectively, are the beliefs that the object possesses or does not possess specific attributes.

Cognitive dissonance

The mental discomfort that people experience when facing conflicting information about an attitude object.

Elaboration likelihood model (ELM)

The proposition that attributes can be changed by either one of two different routes to persuasion - a central route or a peripheral route- and that the cognitive elaboration related to the processing of information received via each route is different.

Affective component (AffCom)

The second component of a tri-component model of attitudes. It represents the person's emotions and feelings regarding the attitude object, which are considered a valuations because they capture the person's overall assessment of the attitude object ( i.e., the extent to which the individual rates the attitude object as "favorable" or "unavailable", "good" or "bad").

Conative component

The third component of the tri-component model of attitudes. It represents the likelihood that an individual will behave in a particular way with regard to the attitude object. In consumer behavior , The __________ is treated as an expression of the consumers intentions to buy.

Theory Of Trying To Consume ( T-of-T-to-C )

an approach to studying attributes referring to cases where positive attributes lead to actions, although the personal and environmental impediments that the person faces may (or are even likely) to prevent the desired outcome.

Theory of Reasoned Action ( T-o-R-A )

an approach to studying attributes that measures the "subjective norms" that influence a persons intention to act, which include his beliefs as to what relevant others (i.e., Family, friends) might think of the persons contemplated action.