MKT348 Exam 2 (ch. 4-7)

Personality variables - Certain personality types are more likely to exhibit stronger-attitude behavior relationships than are others.

- Certain personality types are more likely to exhibit stronger-attitude behavior relationships than are others.

Two-sided message

A marketing message that presents both positive and negative information

One-sided message

A marketing message that presents only positive information

Emotional appeal

A message designed to elicit an emotional response

Emotional contagion

A message designed to induce consumers to vicariously experience a depicted emotion

Comparative message

A message that makes direct comparisons with competitors

Fear appeal

A message that stresses negative consequences

Theory of reasoned action (TORA)

A model that provides an explanation of how, when, and why attitudes predict behavior

Strong argument

A presentation that features the best or central merits of an offering in a convincing manner

Attractiveness

A source characteristic that evokes favorable attitudes if a source is physically attractive, likable, familiar, or similar to ourselves

Evaluation conditioning

A special case of classical conditioning producing an effective response by repeatedly pairing a neutral conditioned stimulus with an emotionally charged unconditioned stimulus

Script

A special type of schema that represents knowledge of the sequence of actions involved in performing an activity.

Retrieval

A stimulus that facilitates the activation of memory.

Terror managmene theory (TMT)

A theory which deals with how we cope with the threat of death by defending our world view of values and beliefs

Expectancy-value model

A widely used model that explains how attitudes form and change

A two-sided message is one that: A) contains both positive and negative information B) contains information from 2 different sources C) has both hedonic and utilitarian aspects D) uses two types of comparative advertising E) opens up communication between two sources

A) contains both positive and negative information

Match-up hypothesis refers to the: A) idea that the source must be appropriate for the products or services B) attitude formation and change process when effort is low C) effect that occurs because consumers' memory of the message source decays rapidly D) thought that discounts or attacks the message source E) argument that is generated when a message is different from what consumers believe

A) idea that the source must be appropriate for the products or services

Annessa likes an advertisement for beach vacations because they remind her of the times her family would go to the beach for two weeks over the summer when she was a child. In this case, Annessa likes the ad because of: A.) its hedonic dimension. B.) its two-sided message. C.) central-route processing. D.) source derogation. E) its utilitarian dimension

A.) its hedonic dimension.

Theory of planned behavior

An extension of the TORA model that predicts behaviors over which consumers perceive they have control

peripheral route persuasion

Aspects other than key message arguments that are used to influence attitudes

Attitude confidence refers to: A) how much we know about a product B) how strongly we hold an attitude C) How easily and readily an attitude can be retrieved from memory D) how our evaluations regarding a brand are mixed E) how much we like or dislike something

B) how strongly we hold an attitude

Samanatha buys her favorite brand of t-shirt every time she goes to the mall. On the other hand, her friend, Alex, asks other's opinions while buying clothes. In this scenario, Samantha is a _____. A) policy maker B) low-self monitor spokesperson C) high self monitor D) cord-cutter

B) low-self monitor spokesperson

Sentry Corp. is a manufacturer of personal care products. In one of its TV advertisements, the shampoo manufactured by Sentry Corp. is placed near the shampoo manufactured by Free Self Corp., another manufacturer of personal care products. The advertisement compares the features of Sentry Corp.'s shampoo with Free Self Corp.'s. This is an example of _____. A.) word-of-mouth advertising B.) direct comparative advertising C.) a counterargument D.) product placement E.) the sleeper effect

B.) direct comparative advertising

Frequency heuristic

Belief based simply on the number of supporting arguments or amount of repetition

Simple inferences

Beliefs based on peripheral cues

Which of the following statements is true of attitude-behavior relationship of consumers? A) low-self monitors are likely to exhibit less consistent attitude - behavior relationships than high-self monitors. B) Individuals who like to to devote a lot of thought to actions will evidence weak attitude- behavior relationships. C) Emotional attachment to a brand is a stronger predictor of actual purchase behavior than brand attitudes D) Direct experience of a product decrease attitudes accessibility for attributes that must be experienced. E) According to the theory of reasoned action model, normative factors are not likely to affect the attitude- behavior

C) Emotional attachment to a brand is a stronger predictor of actual purchase behavior than brand attitudes

Sleep effect

Consumers forget the source of message more quickly than they forget the message

CoolCup Inc. is a leading drink tumbler manufacturer. Ethan likes the sleekness and the size of the cups, but he is not satisfied with their quality and price. He will typically try cups from different competitors of CoolCup when he hears positive reviews about them. In this case, Ethan's attitude toward CoolCup Inc. can be characterized as having _____. A) confidence B) persistence C) resistance D) Ambivalence E) Endurance

D) Ambivalence

In the context of attitudes, which of the following describes how attitudes influence consumers' behavior? A) Affective involvement B) Cognitive function C) Emotional contagion D) Connative fuction D) Affective function

D) Connative fuction

Which of the following statements is true of cognitive responses? A) Cognitive responses are generally more influential than affective responses. B) Source derogations result in a favorable initial attitude or resistance to attitude change. C) Consumers exert little effort in responding to a direct marketing message. D) Consumers form attitudes based on their cognitive responses. E) Source derogations are thoughts that express agreement with the message.

D) Consumers form attitudes based on their cognitive responses.

Greg, a fitness enthusiast, watches a TV advertisement for the latest type of fitness equipment. He is impressed by the product and thinks that he needs to buy the equipment as soon as possible. In this case, Greg's thoughts are examples of _____. A.) subjective norms B.) normative factors C.) strong arguments D.) source derogations E.) support arguments

E.) support arguments

peripheral cues

Easily process aspects of a message, such as music, an attractive source, picture, or humor

dual-mediation hypothesis

Explains how attitudes toward the ad influence brand attitudes

Credibility

Extent to which the source is trustworthy, expert, or has status

Taxonomic category

How consumers classify a group of objects in memory in an orderly, often hierarchical way , based on their similarity to one another.

Attitude resistance

How difficult it is to change an attitude

Normative influence

How other people influence our behavior through social pressure

Subjective norm (SN)

How others feel about our doing something

Match-up hypothesis

Idea that the source must be appropriate for the product/service

senory memory

Input from the five senses stored temporarily in memory.

Affective function

Katz' notion that our feelings influence our attitudes

Incidental learning

Learning that occurs from repetition rather than from conscious processing

Implicit memory

Memory without a conscious attempt to remember something. Implicit memory is evidenced when a process that requires memory is executed faster or more accurately.

Two-sided messages

Messages that contain both negative and positive information.

One-sided messages

Messages that only present positive information.

Classical conditioning

Producing a response to a stimulus by repeatedly pairing it with another stimulus that automatically produces this response

Heuristics

Simple rules of thumb that are used to make judgements

Brand image

Specific type of schema that captures what a brand stands for and how favorably it is viewed.

Argument quality

Strong arguments present the best features or central merit of an offering in a convincing manner.

recall

The ability to retrieve information about a stimulus from memory without being reexposed to the stimulus again.

Central-route processing

The attitude formation and change process when effort is high

Peripheral-route processing

The attitude formation and change process when effort is low

Prototype

The best example of a cognitive (mental) category.

Prototypicality

The extent to which an object is representative of its category.

Priming

The increased sensitivity to certain concepts and associations due to prior experience based on implicit memory.

Long-term memory

The part of memory where information is permanently stored for later use.

working memory

The portion of memory where incoming information is encoded or interpreted in the context of existing knowledge, and kept available for more processing.

spreading of activation

The process by which retrieving a concept of association spreads to the retrieval of a related concept or association.

Recognition

The process of identifying whether we have previously encountered a stimulus when reexposed to the stimulus.

Retrival

The process of remembering or accessing what was previously stored in memory.

Schema

The set of associations linked to a concept in memory.

Primary and recency effect

The tendency to show great memory for information that comes first or last in a sequence.

Construal level theory

Theory describing the different levels of abstractness in the association that a consumer has about things (products, brands, people, and activities) and how the consumer's psychological distance influences the abstractness of the associations (far = abstract; close = concrete) and their behavior.

Goal-derived category

Things viewed as belong in the same category because they serve the same goal

Support argument (SA)

Thought that agrees with the message

Counterargument (CA)

Thought that disagrees with the message

elaboration

Transferring information into long-term memory by processing it at deeper levels.

Cognitive responses are the thoughts a person has when he or she is exposed to a communication, which may take the form of recognitions, evaluations, associations, images, or ideas. T/F ?

True

Brand extension

Using the brand name of a product with a well-developed image on a product in a different category.

Belief discrepancy

When a message is different from what consumers believe

Hedonic dimension

When an ad creates positive or negative feelings

Utilitarian (or functional) dimension

When an ad provides information

Explicit memory

When consumers are consciously aware that they remember something.

Affective response

When consumers generate feelings and images in response to a message

mere exposure effect

When familiarity leads to a consumer liking an object

Ambivalence

When our evaluations regarding a brand are mixed (both positive and negative)

Interference

When the strength of a memory deteriorates over time because of competing memories.

Attitude toward the ad (Aad)

Whether the consumer likes or dislikes an ad

Comparative messages

a message that makes a direct comparison with competitors.

attitude

a relatively global and enduring evaluation of an object, issue, person, or action

Transformational advertising

ads that try to increase emotional involvement with the product or service

Dramas

ads with characters, a plot, and a story

mystery ad

an ad in which the brand is not identified until the end of the message

Cognitive responses

are thoughts a person has in response to a communication.

Fear appeals

attempt to elicit fear or anxiety by stressing the negative consequences of either engaging or not engaging in a particular behavior.

Wearout

becoming bored with a stimulus

emotional contagion

depict people expressing an emotion, with the goal of inducing consumers to vicariously experience that emotion.

Thin-slice judgments

evaluations made after very brief observations

Connative function

how attitudes influence our behavior

cognitive function

how attitudes influence our thoughts

Attitude accessibility

how easily an attitude can be remembered

Attitude persistence

how long it is to change an attitude

Attitude toward the act (Aact)

how we feel about doing something

attractiveness

is an important source of characteristic affecting high-effort, emotionally based attitudes.

Terror management theory (TMT)

provides additional insight into the use of fear appeals.

Self Referencing

relating a message to one's own experience or self-image

Favorability

the degree to which we like or dislike something

Consumer memory

the persistence of learning over time, via the storage and retrieval of information, either consciously or unconsciously

decay

the weakening of memory strength over time

Truth effect

when consumers believe a statement simply because it has been repeated a number of times