MKT-365 Exam 2

For Exam Two :/

Holistic/Brand Attitude

linked to emotion, fast processing, and low involvement based on heuristics

Attribute/Brand Belief

linked with slow processing and higher involvement

Lexicographic

brand that is best on most important attribute

conjuctive

evaluation by brand with cuttoffs on key attributes

compensatory

brands can make up for shortcomings on one or more attributes

processing goals

involvement, accountability and risk

processing load

how cognitive capacity we are willing to commit

contextual effects

presentation of information and framing effects

physical surroundings

concrete physical and spatial aspects of the environment

social surrounding

the effects of other people on a consumer activity

group affect consumer through 5 basic processes

1. group influence

2. creation of roles

3. development of conformity expectations

4. social comparision

5. group polarization

task definition

reason for buying or consuming

temporal

the effects of time constraints and time as a resource

Antecendents

temporary psychological states and moods

part-list cuing

blocking technique

attraction effect

holistic comparison

trade-off contrast and compromise effect

attribute based comparisons

System 2 Activity controlled by System 1

■ Part-list cuing – blocking technique
■ Attraction effect – holistic comparison
■ Trade-off contrast and Compromise effect–attribute based comparisons
■ Restriction
■ Biases such as Optimism, Affect, Halo
■ Illusions such as Familiarity and Truth
■ Heuristics such as anchoring and priming

Licensing effect

good deeds grant permission for luxury behavior through self-concept

Virtue/Vice

sequential decision making is shaped by self-control and guilt

Chooseing a virtuous item (donating, exercising) can _________ a later vice.

“license”

Framing goals ________ (e.g. healthy lifestyles) can reduce licensing

holistically

__________ plays a critical roles: if “I am good,” I may reward myself

Self-concept

Single-Option aversion (SOA) does not occur because of:

additional information

ease of comparison

Why do we generaly turn away from the single option?

desire for search

SOA effect moderated by category

What if we knew we wanted that one specific choice?

Still experience SOA

What type of restriction impact consumer choice?

source - self vs external

type, length, variety, and scope

What are we more likely to follow restrictions?

goals

source

relation to identity

enforcement

Conflicting reviews increase cognitive dissonance, leading to:

delayed decisions

lower trust in the product or business

higher information-seeking behavior

Valence

an attraction or repulsion felt toward and attitude object (positvely or negatively); generally believed attitudes are bipolar

Intensity

The strength of one’s feelings toward an attitude object

Centrality

Closeness of the attitude to one’s core value and beliefs

Tri Component Model of Attitudes

Cognitive, Behavioral, Affective

Cognitive Component

Thoughts about an attitude object

Behavioral Component

Action tendency toward an attitude object

Affective Component

Positive or Negative emotion toward an attitude object

Classical Conditioning (S1)

pairing of a neutral stimulus with a positive (Or negative stimulus) leads to the development of positive (or negative) beliefs about neutral stimuli

Operant Conditioning (S1)

pairing or a reward/punishment with a behavior/brand

Associative/Behavioral Learning (S1)

Classical and Operant Conditioning

Self-Perception Theory (S1)

Attitides form from observations of our own behavior (Mostly S1)

Social Judgement Theory (S1)

Focuses on how prior attitudes might distort perceptions and new attitudes as new information is encoded into memory

Attitudes are representations of an internal scale or continuum of three reference points

Latitudes of acceptance, Latitudes of rejection, Noncommitment

Mere Exposure (S1)

exposure leads to familiarity and familiarity leads to more positive beliefs

Multi-Attribute Model of Attitudes

An attitude object can have a number of attributes that differ in importance to the same person

Cognitive Consistency

Not conducive for change

cognitive dissonance

conducive for change

Status Quo Bias

Stick with pre-selected options

Decoy

a less attractive option

Middle Bias

Users pick the middle option from a given set

Segmentation

traditional marketing segmented consumers by static categories

Schema

nodes that link to key elements of identity creating an organization of self-knowledge

Awareness

Elements of identity that are salient

Multiplicity of Selves

Ideal self-who i want to be
Real self - who I believe I actually am
Looking Glass Self - how I think others see me
Ought self - who I should be
Public/Private - impact based on context

Self-Concept

how we view ourselves in relation to relevant others

Motivated to compare

by self-enhancement/Self-esteem

Operates Automatically

S1

Smiles at ad images of cute puppies

S1

Uses stereotypes for decision making

S1

Drives choice for where to play minigolf

S1

Scans QR code for location information on a mystery pop-up store

S1

Decides that a tiktok challege might be fun

S1

Scans Headlines on a news feed

S1

Is thoughtful anf generates beliefs

S2

Cannot be turned off

S2

Manages attention resources

S2

Is conscious and has limits

S2

Is motivated by cognitive ease

S2

Controls activities such as comparative shopping

S2

Is used in all stages in decsion making

Both S1 and S2

Is the place where decison making starts

Both S1 and S2

Processes with bias

Both S1 and S2

Which scenario best illustrates how System I thinking can shape attitudes?
a. A consumer adopts a belief after reviewing industry trend data
b. A consumer decides they “like” a tech brand based on a sleek website and a catchy slogan
c. A buyer chooses a product after evaluating product specs
d. A shopper uses cost-benefit analysis to justify a purchase

A consumer decides they “like” a tech brand based on a sleek website and a catchy slogan

According to the ABC model, a consumer who likes the idea of electric vehicles but avoids purchasing one due to price concerns is demonstrating:

a. Attitudinal resistance

b. Cognitive-affective inconsistency

c. Dissonance reduction

d. Affective-behavioral alignment

Cognitive-affective inconsistency

The Theory of Planned Behavior differs from the Theory of Reasoned Action primarily by including:

a. Situational involvement

b. Habitual behavior strength

c. Perceived behavioral control

d. Environmental sustainability norms

Perceived behavioral control

Which of the following best explains how attitudes become resistant to change over time?

A. Peripheral cues consistently reinforce low-effort decision making

B. Operant conditioning strengthens exposure to dissonant stimuli

C. The affective component becomes more accessible than behavioral cues

D. Repeated activation leads to increased attitude accessibility and stability

Repeated activation leads to increased attitude accessibility and stability

In which scenario is the customer least likely to experience choice overload?

A. When shopping for flowers to supplement the backyard garden at the Flower Extravagnza Market

B. When determining which tulips to buy for a hostess gift at the local ShopRite.

C. When creating a flower bouquet for a bridal dinner.

D. When choosing between flowers or candy to take to a dinner party.

When determining which tulips to buy for a hostess gift at the local ShopRite.

A virtual reality finance gaming app offers users immersive experiences. The app learns from users’ biometric feedback, voice tone, and daily choices to tailor suggestions. Over time, users report strong emotional connections to their avatars, but also show increased reliance on the app for financial decision making. dynamics at play?

A. The app enhances self-efficacy by promoting independent thought through simulation and choice architecture.

B. The app supports both real and ideal self-concept development through gamification.

C. The app drives emotional involvement through external rewards and personalization

D. The app reinforces utilitarian value by replacing real-world experiences with optimized digital outcomes.

The app drives emotional involvement through external rewards and personalization