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Vocab
Strategies for Changing Attitudes
Attitude Sources and Feelings
Functions of Attitudes
Misc.
100
A view that consumers level of involvement determines the appropriate route to persuasion
What is Elaboration- likelihood model (ELM)
100
This strategy centers on enhancing consumer knowledge of certain attributes or features of the brand.
What is Emphasizing Brand Attributes.
100
An attraction or repulsion felt towards an attitude object
What is valence
100
Attitudes serve four functions. They are...
What are utilitarian, ego-defensive, value-expressive, and knowledge
100
Name the 6 components of McGuire's Information-Processing Model (in order)
What are presentation, attention, comprehension, yielding, retention, and behavior.
200
A state of doubting the wisdom of one's choice after making a purchase
What is purchase dissonance
200
This strategy allows consumers to make an informed choice. Through this exercise in logic, consumers can determine which alternative is better for the consumer.
What is Providing knowledge of alternatives or consequences
200
We learn, form, and acquire attitudes from many sources. This main source includes touching, tasting, feeling, trying on, or examining objects we encounter, evaluating the object, and forming an attitude toward it
What is personal experience with objects
200
The notion that some attitudes help consumers communicate the core values they revere to other people
What is value-expressive function
200
The ad from ClimateMaster in figure 5.5 demonstrates which route to persuasion from the elaboration-likelihood model?
What is central route to persuasion
300
A view that under low involvement, consumers are less likely to process information provided in messages
What is a peripheral route to persuasion
300
This strategy is an attempt to increase a products attractiveness, for example a car model including a number of extra options as standard equipment.
What is Adding new attributes.
300
The extent of how strongly an individual feels one way or the other about an attitude object
What is intensity
300
The notion that some attitudes serve as a means to an end- gaining rewards or avoiding punishments
What is utilitarian function
300
A number of years ago Burger King initiated an advertising campaign that explained to the public that Burger King's hamburgers are charbroiled, whereas McDonald's are fried. Sally, an individual who sees the ad, concludes that charbroiled is healthier than fried and decides to purchase hamburgers from Burger King from now on. What approach was the major factor in Sally's attitude change?
What is information-processing approach
400
One's beliefs about what significant others think and inclinations to comply with their views
What are subjective norms
400
This strategy emphasizes a product's advantages against competing brands
What is Making comparisons against competition
400
This major attitude source includes the attitudes of family members, friends, neighbors, colleagues, and perhaps online communities
What is social interaction
400
The notion that some attitudes serve to protect an individual's ego or disguise a person's inadequacies
What is ego-defensive function
400
Ricardo has the choice to purchase either an iPhone 5c or the newest Galaxy phone. He chooses the Galaxy, but then suddenly the attractive features of the iPhone and the unattractive features of the Galaxy became apparent to him. He starts to doubt the wisdom of his choice to buy the Galaxy. Ricardo is probably experiencing...
What is postpurchase dissonance
500
Efforts to ascertain the causes of events in our lives
What is attribution
500
This approach focuses on adjusting the main features of a product to match the desire of a consumer, and thus placing more value on the product.
What is changing the relative value of attributes
500
The extent of how closely an attitude reflects a person's core values and beliefs
What is centrality
500
The notion that some attitudes provide people with a simple, predictable, and organized view of the environment
What is knowledge function
500
This model emphasizes that the cognitive component (knowledge, opinions, faith, and values) leads to the affective component (feelings of like or dislike) which leads to the behavioral component (action tendency)
What is the Schematic Conception of Attitudes: The Traditional Model (Exhibit 5.1)