4238482
Beschreibung
Karteikarten von Tim Lutjens, aktualisiert more than 1 year ago
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Erstellt von Tim Lutjens
vor fast 9 Jahre
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| Frage | Antworten |
| Katz' attitude functions | - Utilitarian Function - Value-expressive Function - Ego-defenisive Function Knowledge Function |
| Katz Utilitarian Function | Relates to reward & punishment |
| Katz value-expressive function | Expresses consumer's values or self-concept |
| Katz' ego-defensive function | Protects ourselves from external threats or internal feelings |
| Katz' knowledge function | Need for order, structure, or meaning |
| ABC Model of Attitudes | Affect (Feel) Behaviour (Do) Cognition (Think) |
| Hierarchy of effects | Standard learning hierarchy low-involvement hierarchy experiential hierarchy |
| Standard learning hierarchy | Think => Feel => Do => cognitive information processing |
| Low-involvement hierarchy | Think => Do => Feel => behavioral learning |
| Experiential hierarchy | Feel => Do => Think => hedonic consumption |
| Classical conditioning | Repeat often |
| Instrumental learning | Reinforcement, Reward & Punishment |
| Attitude commitment | Internalization Identification Compliance |
| Attitude commitment - Internalization | Highest level. Deep-seeded attitudes become part of consumer's value system |
| Attitude commitment - identification | Mid-level Attitudes formed in order to conform to another person or group |
| Attitude commitment - compliance | Lowest level Consumer forms attitude because it gains reward or punishment |
| Self-perception theory | Foot-in-the-door technique: consumer is more likely to comply with a smaller request Low-ball technique: small favour and informed after about the costs Door-in-the-face technique: first asked something extreme (will refuse), then asked for something smaller |
| Social judgement theory | We assimilate new information about attitude objects in the light of what we already know |
| Balance theory | Considers relations among elements a consumer might perceive as belonging together ( triad relations) |
| Fishbein model | Attitude model used to measure components of attitude |
| Attitude changing factors | Reciprocity, scarcity, authority, consistency, liking, consensus |
| Reciprocity | I do for you, you do for me |
| Source bias | Knowledge bias Reporting bias |
| Elaboration likelihood model of persuasion | ELM assumes that once consumers receive message they begin to process it |
| ELM - central route | high-involvement => high risk => to change attitudes you have to talk to the brain |
| ELM - peripheral route | low involvement => low risk => to change peoples believe system relate to the heart/feelings |
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