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Which attitude function relates to the consumers self-concept or central values?

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Which attitude function relates to the consumers self-concept or central values?

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attitude definition lasting general evaluation of people, objectives, advertisements, issues etc.
four functions of an attitude utilitarian, value, ego-defensive, knowledge
utilitarian function of attitude develop attitude toward product because they develop pleasure or pain.
example) i like the cheeseburger because it tastes good. what attitude function? utilitarian
value-expressive function relate to consumer's core central values or self concept
ego defensive function attitudes we form to protect ourselves from external threats or internal feelings ex) home makers not making instant coffee
knowledge function Providing consumers with new information to help change negative attitudes to positive attitudes.
three components of attitude affect, behavior, cognitive
affect how consumer feels about product
behavior intentions to take actions against feelings
cognitive what he believes to be true about attitude object
Standard Leaning Hierchy think, feel, do. assumes high involvement and problem solver. results in brand loyalty. BASED ON COGNITIVE LEARNING / INFORMATION PROCESSING
low involvement hierchy do, feel, think. not strong preference for a brand. attitude likely to come through behavorial learning
experiential hierchy feel, think, do. package, design, advertising, brand names. mood also affects attitude formed.
emotional contangion messages that happy people deliver enhance our attitude toward the product
Three levels of committement in an attitude formation compliance, identification, internalization
committement in an attitude formation: Compliance helps us gain rewards or avoid punishment ; superficial attitude
committement in an attitude formation: identification conform to other person's/groups expectations. must depict dire social consequences
committement in an attitude formation: internalization hard to change, deep seated attitudes. fans were mad when coke changed formulas. attitudes that are part of your value system.
consistency principle we value harmony among our thoughts, values, feelings, behavior to make them consistent with our experience. how well do our attitudes fit together with already attitudes that we hold?
theory of cognitive dissonance we will make changes if attitudes are not consistent
"I guess I must be into Facebook pretty big time. I seem to spend half my life on it" self-perception theory
self-perception theory we observe our own behavior to determine what our attitudes are.
balance theory how person balances relation among different attitude objects
elements to triads in balance theory (that we want to be harmonious) a person and his perceptions, attitude object, some other person or object
What happens if triad elements in balance theory are unbalanced? created tension that we are motivated to reduce by changing our perceptions in order to restore balance
balance theory: how do we link elements together? sentiment relation (person expresses liking or disliking for for an attitude object OR unit relation (we think that a person is connected to an attitude object)
peruasion active attempt to change attitude
six basic principles that make people change their minds reciprocity, scarcity, authority, consistency, liking, consensus
Tactial communications options Who will be in ad? How do we construct the message? What media should we use? What characteristics of target market might lead its members to accept the ad?
new comm model when message hits consumer... goes to other consumers, traditional media, interactive media, social networks, consumer generated content, blog, etc
source effects the same words by different people can have very different meanings
two important source characteristics attractiveness and credibility.
for the source - there should be a match between needds of recipient and potential rewards of the source
an attractive source is more effective when.... receiver is sensitive about social acceptance and others opinions
credible source is more effective when speaks to internally oriented people
source credibility expertise , objectivity, trustworthiness. needs this when consumer has much to learn or hasnt formed opinion yet.
sleeper effect when people forget about negative source and change their attitudes anyway
what factors affect credibility? increases if receivers think source qualifications are relvant to product.
knowledge bias sources knowledge about topic is not accurate
reporting bias when source has required knowledge but we question his willingness to convey it properly
source attractivenss social value recepients attribute to communicator. physical appearance, personality, social status, similarity
halo effect Good-looking people are thought to be smarter, cooler, and happier
social adaptation perspective perceiver weights info more heavily if he feels it will help him to to evaluate the subject of a message. attractiveness affects attitudes toward ads about perfume or cologne (where attractiveness is relevant) not coffee
celebrities embody ____ meanings cultural ; symbolize important categories. match these meanings to the products.
draw backs to celebrities motives may be suspect if they plug products that don't fit their images / or if endorse many products. may be involved in scandal outside of brand image
spokescharacters chester the cheetah, tony the tiger, etc
single most important feature of commercial message does the communication stress a unique attribute or benefit of the product?
prime offenders of commercial message situation is overdramatized, shows sensative product and usage, an important relationship is threatened, sexually suggestive scene
characteristics of good message showing convenience of use, showing new product or improved features, demonstration of product in use , demo of tangible results
characteristics of bad message large number of on screen characters, outdoor setting (messgae gets lost) extensive info on ingrediants, graphic displays
verbal elements are more effective when an accompanying picture reinforces them, especially if they frame the illustration
verbal message is most appropriate for high involvement situations
mere exposure phenomenon people tend to like things that are more familiar to them
two factor theory at some point boredom exceeds amount of uncertainty the message reduces, ending in wear out. fine line between familiarity and boredom. (+) increases awareness (-) habituation
how does advertiser overcome this problem if they limit the amount of exposure per repition
in what way is a marketing message like a debate or trial? source presents argument and tries to convince reciever to shift position
supportive arguments present one or more postiive attributes about the products or reasons we buy it
two sided message present positive and negative information
refutational arguments first raise negative issue and then dismiss it ; reduces reporting bias
a two sided strategy appears to be most effective when audience is well educated ; when receivers are not already loyal to product
comparative advertising message compares 2+ recognizable brands and weighs them in specific attributes
appeal to head or heart? answer depends on nature of product and type of relatinships consumers have with it
are sexual appeals effective? not really, draw too much attention; don't pay attention to content of ad FOR MEN
a funny ad ad avoids... counter arguing (can't think of reason against ad)
fear appeals emphasize negative consequences that can occur unless consuer changes behavior/attitude
Fear Appeal: best when using a ____ threat moderate
resonance play on words with relvant picture
transformational advertising encourages recipient to associate experience of product usage with some subjective sensation (feeling u get watching silloutee dancing to ipod)
elaboration likelihood model: highly involved central route to persuasion
elaboration likelihood model: low involvement peripheral route to persuasion
central route to persuasion (steak) when we find information relevant or interesting. elicit cognitive responses
peripheral route to persuasion (sizzle) when were not motivatede to think about arguments. use cues such as package, attractivess of source, or context of message. Peripheral cues (outside the message)
permission marketing marketer will be much more successful when he communicates with consumers who have agreed to listen to him
the_________ aims to measure behavorial intentions & recognizes that certain uncontrollable factors limit our ability to predict the future with 100 percent accuracy the theory of reasoned action
subjective norm to account for effects of what we believe other people think we should do. two factors to measure this 1) intensity of a normative belief (others believe we should or should not take an action) and 2) motivation to comply with that belief
foot in the door technique they know consumer is more likely to comply with big request if he agrees to smaller one

What are the attitudes of consumers?

Consumer attitudes are a composite of a consumer's (1) beliefs about, (2) feelings about, (3) and behavioral intentions toward some object--within the context of marketing, usually a brand or retail store.

Which function of attitude is more seen in consumer behavior?

Adjustment Function − Attitudes helps people to adjust to different situations and circumstances.
According to the functional theory of attitudes, attitudes exist because they are hereditary. The utilitarian function relates to the basic principles of reward and punishment.

What is attitude commitment in consumer behaviour?

There are three levels of commitment to an attitude: - “Compliance: It is the lowest level of involvement; the attitude is formed because it helps avoiding punishment or gaining rewards. - Identification: Attitudes are formed in order for the consumer to be similar to another person/group.

attitude function relates consumers self-concept central values

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