Marketing
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Created by:
kristamariee on March 6, 2012
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13 terms
Terms | Definitions |
|---|---|
 beliefs | non-evaluative judgements about products attributes and benefits |
| Search Attributes | attributes that can be judged about a product simply by examining it without buying it -brand names -price -apperence |
| experience attributes | attributes that can be judged or rated by using the product |
| credence attributes | attributes that can be judged or rated only after extensive use of a product -reliability -durability -safty |
| Descriptive beliefs | beliefs based on direct experience with a product or what we see with our own eyes or hear with our own ears |
| informational beliefs | beliefs based on indirect experience or on what other people tell us |
| Inferential Beliefs | beliefs that go beyond the information given. consumers draw their own conclusions based on inference |
| attitudes | evaluative judgments, ratings of how good or bad, favorable or unfavorable, consumers find a particular product |
| high evaluative-cognitive consistency | strong attitude tends to be highly accessiable from memory, maintained with high confidence, held with litte uncertainity and highly correlated with beliefs |
| low evaluative-cognitive consistency | weak attitudes tend to be difficult to retrieve from memory kepy with low confidence held with high uncertainty and exhibit low evaluative-cognitive consistency |
| Zanna and Rempel | developed a thory suggesting that attitudes can be based on cognition (beliefs), affect (feelings, moods, and emotions) or behavior |
| enduring involvement | involvment with a particular issue or topic, can be either high or low and effects their intrest |
| situational involvement | involvment that is short lived and based on circumstance. when the situation goes away so does consumers intrests |
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