Chapter 8: Attitudes Flashcards

Flashcards on Attitudes from Chapter 8

Attitude

A lasting, general evaluation of people, objects, advertisements, or issues; predictive of behavior.

Affect (Component of Attitude)

The way a consumer feels about an attitude object.

Behavior (Component of Attitude)

A person’s intentions to do something with regard to an attitude object.

Cognition (Component of Attitude)

Beliefs a consumer has about an attitude object.

Utilitarian Function of Attitudes

Relates to rewards and punishments.

Value-Expressive Function of Attitudes

Expresses consumer’s values or self-concept.

Ego-Defensive Function of Attitudes

Protects ourselves from external threats or internal feelings.

Knowledge Function of Attitudes

Need for order, structure, or meaning.

Balance Theory

Considers how a person might perceive relations among different attitude objects and how he might alter attitudes to maintain consistency

Triad attitude structures

Person, perception of attitude object, perception of other person/object

Balanced Attitude (Balance Theory)

The relationship between you, another person, and an object has a positive algebraic result

Imbalanced Attitude (Balance Theory)

The relationship between you, another person, and an object has a negative algebraic result.