Attitudes and Attitude Change

These flashcards cover key concepts and theories related to attitudes and attitude change discussed in the lecture.

What are attitudes according to the lecture notes?

Relatively enduring overall evaluations of objects, products, services, issues, and people.

How are attitudes related to value?

Consumers have positive attitudes toward products that deliver value.

What does the ABC approach to attitudes stand for?

Affect, Behavior, Cognition.

What is the affect component in the ABC model?

Feelings about an object.

What does the behavior component in the ABC model entail?

Overt behavior exhibited by consumers as well as their intentions to behave.

Define the cognition component in the ABC model.

Beliefs that the consumer has about an object.

What are the four basic functions of attitudes according to the Functional Theory of Attitudes?

Utilitarian, Knowledge, Ego-defensive, Value-expressive.

What is the utilitarian function of attitudes?

To obtain rewards and minimize punishment.

What does the knowledge function of attitudes aim to achieve?

To simplify decision-making processes.

What does the value-expressive function of attitudes allow consumers to do?

Express core values, self-concept, and beliefs.

What is the ego-defensive function of attitudes?

A defense mechanism for consumers to avoid facts or defend low self-concept.

Describe the Hierarchy of Effects.

An attitude approach suggesting that affect, behavior, and cognitions form in sequential order.

What occurs during high involvement decision-making according to the Hierarchy of Effects?

Cognition leads to affect, which leads to behavior.

How do consumers act when their beliefs about products are formed without strong feelings?

They hold basic beliefs without strong affect.

What explains impulse purchases in the Hierarchy of Effects?

Behaviors occurring without strongly formed beliefs or feelings beforehand.

What is the Attitude-Toward-the-Object (ATO) model?

A model used to evaluate the strength of belief and attractiveness of attributes about a product or service.

What does the Behavioral Intentions Model evaluate?

The beliefs and consequences of performing a behavior, and normative beliefs of reference groups.

How can marketers change consumer attitudes?

By changing beliefs or feelings about products.

What are some persuasive techniques mentioned in the lecture?

Changing beliefs, adding new attributes, and changing evaluations of product attributes.

What does Balance Theory focus on?

Consumers' motivation to maintain perceived consistency among their beliefs, attitudes, and behaviors.

What is Social Judgment Theory?

The idea that attitude change depends on the consistency of new information with existing attitudes.

What types of message appeals were discussed in the lecture?

Emotional vs Rational, Humor, Sex, Fear.