Upgrade to remove ads
Attitudes- Synosdinos Exam 2
Terms in this set (31)
enduring; stable but not static; changeable
Likelihood or tendency
Katz's Functions of Attitudes- Utilitarian
different uses for a product
Katz's: Knowledge Function
organization of knowledge; eg. computer specs
Katz's: Value-expressive Function
affluence; rate or value expressed
the role prejudice plays in protecting individuals' sense of self-worth; eg fashion clothing, cosmetic, etc.
Heider's theory that people prefer harmony and consistency in their views of the world.
Cognitive Dissonance (Festinger)
buyer discomfort caused by postpurchase conflict
When does dissonance occur?
1) alternatives are available 2) decision is important 3) qualitatively differences 4) choices have desirable characters 5)free decision (not forced to make one)
How can consumers reduce dissonance?
return, lower expectations, derogate source,
Marketing actions to reduce consumer dissonance
product instructions/warranties, follow-up
Sherif's Social Judgment Theory (Assimilation-Contrast Theory)
continuum; not binary
Changing relative evaluation of attributes
shift from "gentle" deodorants to "potency."
Adding an attribute
more potassium in yogurt; "link between healthy mouth and healthy body"; removing ingredients--"unscented" deodorant.
Changing Brand Belief
"More" is "better"; Miracle Whip has less fat than mayo.
Changing overall bran rating
Verizon is "Most Reliable Network"
Changing beliefs about competitors brands
"We don't mask bad breath with our gum, we kill them."
Smaller request --> want big results
large, costly initial request ---> refusal of second, more realistic less costly request
YOU are responsible for success
"luck," assistance of others.
assign out success internal; failures assigned to external factors.
favorable attitude towards brands that have an adequate level of attributes, negative attitude towards brands that lack those
..., Attitude toward an object does not equal behavior.
Example - I like BMW, but I will not buy one.
Fischbein and Ajzen; people's behaviour in a given situation is determined by attitude about situation and social norms;
perceived behavioural control, attitude toward behaviour, behavioural intentions, subjective social norms; grounded in various attitude theories (learning, expectancy-values, consistency, attribution);
Latitude of Acceptance
positions a person finds tolerable; ATTITUDES change if communication is closer to this...
Latitude of rejection
range of ideas that a person sees as unreasonable or objectionable
in latitude of acceptance, closer than it really is to "anchor zone
in latitude of rejection, different from one own's view.
OTHER SETS BY THIS CREATOR
Supply Chain Exam 2 (Chapter 16)
Operations Management ImportantSupplement 7
Supply Chain Management
OTHER QUIZLET SETS
Geology Chapter 20