Creado por Tim Lutjens
hace alrededor de 9 años
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Pregunta | Respuesta |
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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