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13 terms

Marketing

STUDY
PLAY
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