ADV 319 Study Guide - Midterm Guide: Cognitive Dissonance, Opioid, Paper Towel

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29 Oct 2018
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Chapter 8 Study Guide
Chapter 8: Comparative Advertising
Attitude: a lasting, general evaluation of people, objects advertisement, or issues
Attitude Object (AO): anything toward which one has an attitude
Attitudes are hard to change
How do they change?
Reciprocity
Reward programs
Scarcity
Luxury, because you can’t find it everywhere
Authority
Doctors
Credible sources
Consistency
stability
Liking
We like things with positive reputation
Celebrities
Consensus
Social norms
Theories of Attitudes
Functional Theory of Attitudes: Attitudes exist because they form some
function for the person
Utilitarian Function: Related to rewards and punishments
(instrumental learning theory) (ex: you like cheeseburgers, positive
attitude towards them)
Value-Expressive Function: Expresses consumer’s values or
self-concept
EGO-Defensive Function: Protect ourselves from external threats or
internal feelings
Knowledge Function: Need for order, structure, or meaning
Value + expressives
The ABC Model of Attitudes:
Affect, behavior, cognition
Relationship among feeling, doing, and thinking
Marketers/Advertisers need to understand all components
High Involvement: C- A- B:
Based on cognitive information processing
Assumption of a problem-solving process approach- takes a
long time
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Document Summary

Attitude: a lasting, general evaluation of people, objects advertisement, or issues. Attitude object (ao): anything toward which one has an attitude. Luxury, because you can"t find it everywhere. Functional theory of attitudes: attitudes exist because they form some function for the person. Utilitarian function: related to rewards and punishments (instrumental learning theory) (ex: you like cheeseburgers, positive attitude towards them) Value-expressive function: expresses consumer"s values or self-concept. Ego-defensive function: protect ourselves from external threats or internal feelings. Knowledge function: need for order, structure, or meaning. Assumption of a problem-solving process approach- takes a long time. Ex. razor, paper towel-- often decided by price, packaging, quantity, familiarity. Multi-attribute models: this type of model assumes that consumers" attitude toward an attitude object (ao) depends on the beliefs they have about several of its attributes. Importance/weights: relative priority of attribute to consumer. Fishbein model: the theory of reasoned action (extended) Intentions versus behavior: measure behavioral intentions, not just intentions.

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