Chapter 6 consumer behavior

Utilitarian function

is when people develop an attitude towards a product because it provides pleasure or pain

Value expression function

is when an individual develops an attitude toward a product because of what its says about them

Ego defensive function

is attitudes we form to protect ourselves from external threats or internal feelings

Knowledge function

is an attitude we form because we need order or structure

Fast thinking

is a system of decision making that is fast and intuitive

Slow thinking

is a system of decision making that is deliberate and analytic

Multi attribute attitude model

is a model that assumes a consumers attitude on an object

Fishbein Model

is a perspective that measures attributes of a persons overall attitude

I know it Cognitive focus

is a focus that is primarily on beliefs

moods

is temporary positive or negative state

Neuro marketing

is emotions that rule our brain

Subjective norm

is what we believe other people think we should do

Two factors to measure subjective norms are

normative belief and motivation to comply

Normative belief

is belief that we should take or not take some action

motivation to comply

is the belief that consumers take others anticipated reactions into account when purchasing something

Compliance

is an attitude that consumer forms because it gains rewards and avoids punishment

Identification

is an attitude we form in order to conform to another person or group

Internalization

is deep seeded attitudes that become part of a consumers values

The consistency principle has two factors

1 harmony among thoughts, feelings and behaviors 2 changing components to make consistent

Balance theory

is how people perceive relations among different attitude objects an how they alter their attitudes to remain constant

Persuasion

is an attempt to create change in attitudes

Two types of persuasion

fast and slow persuasion

fast persuasion has three parts

Belief change , behavior change and attitude change

Slow persuasion has three parts

1 cognitive responses 2 belief and attitude change 3 behavior change

The peripheral route

is the tendency to focus on superficial parts of a brand

Communications model

is a frame work that specifies the number of elements necessary for communication

The five parts of the communications model are

source , message , medium , receivers and feedback

source

is where the communication originates

Source credibility

is a communications source perceived expertise or objectivity

Fake news

is hoaxes spread by outsiders that lead people to question its trustworthiness

Reporting bias

is when the effectiveness of a source decreases because someone has knowledge but people question its accuracy

Knowledge bias

is when the effectiveness of a source decreases because individuals question their knowledge

sleeper effect

is a process where differences in attitudes change between positive and negative sources

source attractiveness

is when a communicator increases their persuasiveness

Halo effect

is when people react to a similar stimuli in the same way with the original stimuli

spokes characters

is animated characters used to represent a product

Native advertising

is a strategy that focuses on digital messages designed to blend editorial content

Supportive arguments

is messages that present one or more positive attributes about a product

Two sided messages

is a message that present both positive and negative information

refutational argument

is calling attention to a product’s negative attributes as a persuasive strategy

sex appeal

is marketing that features erotic suggestions

humor appeal

is marketing that relies on humor

fear appeal

is the attempt of changing attitudes or behaviors through fear

Advertainment

is online games merge with interactive

advertisements

Reality engineering

is when elements of a popular culture are integrated into marketing strategies