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21 terms

Consumer Behavior Ch 7

STUDY
PLAY
ABC Model of Attributes
a multidimensional perspective stating the attitudes are jointly defined by affect, behavior, and cognition
Affect
the way a consumer feels about an attitude object
attitude
a lasting, general evaluation of people (including oneself), objects, or issues
Attitude object
anything toward which one has an attitude
Balance theory
a theory that considers relations among elements a person might percive as belonging together, and peoples tendency to change relations among elements in order to make them consistant or "balanced"
Behavior
a consumers actions with regard to an attitude object
Cognition
the beliefs a consumer has about an attitude object
Comparative advertising
a strategy in which a message compares two or more specifically named or recognizeably presented brands and makes a comparison of them in terms of one or more specific attributes
Compliance
we form an attitude because it helps us gain rewards or avoid punishment
Ego-defense function
attitudes we form protect ourselves either from external threats or internal feelings
Functional Theory of Attributes
states that attitudes exist becuase they serve some function for the person. Consumers who expect that they will need to deal with similar situations at a future time wil be more likely to start to form an attitude in anticipation
Identification
the process of forming an attitude to conform to another person's or group's expectations
Internalization
deep-seated attitudes become part of your value sytem
Knowledge Function
the process of forming an attitude to provide order, structure or meaning
Multiattribute attitude models
those models that assume that a consmer's attitude (evaluation) of an attitude object depends on the belief he or she has about several or many attributes of the object; the use of a mulitiattribute model implies that an attitude toward a product or brand can be predicted by identifying these specific beliefs and combining them to derive a measure of the consumers overall attitude
Persuasion
an active attempt to change attitudes
Self-perception theory
an alteration (to congnitive dissonence) explanation of dissonance effects; it assumes that people use observations of their own behavior to infer their attitudes toward some object
Utilitarian Function
States that we develop some attitudes toward products simply becuase they provide pleasure or pain
Value-expressive function
states we develop attitudes toward products because of what they say about him or her as a person
Principle of Cognitive Consistency
the belief that consumers value harmony among their thoughts, feeling, and behaviors and that they are motivated to maintain uniformity among these elements
Theory of cognitive Dissonance
theory based on the premise that a state of tension is created when beliefs or behaviors conflict with another; people are motivated to reduce this inconsistancy (for dissonance) and thus eliminate unpleasant tension