35 Questions
According to psychologist Daniel Katz, attitudes facilitate:
social behaviour
Attitude Object (Ao) refers to:
anything towards which one has an attitude
Attitudes about products can reflect:
our own values
Attitude Functions include Utilitarian, which is based on:
something is useful; it has utility
What are the components of attitudes according to the text?
Affect, behavior, and cognition
Which type of attitude relates to self-concept and social identity?
Value expressive
What are the levels of commitment to an attitude mentioned in the text?
Brand loyal, occasional user, and inertia buyer
What is the lowest level of attitude formed, according to the text?
Compliance
Which model explains the sequence of attitude formation?
Hierarchy of Effects
What are the types of learning attitudes mentioned in the text?
Classical conditioning, operant conditioning, and cognitive learning
Which function of attitudes arises from the need for order, structure, or meaning?
Knowledge function
What is the High Involvement Hierarchy in attitude formation?
Accumulating knowledge, forming beliefs, and purchasing
What does the Low Involvement Strategy in attitude formation involve?
Limited knowledge, purchase, and then forming feelings
What are the types of compliance mentioned in the text?
Gaining a reward, avoiding punishment, or lack of alternatives
According to cognitive dissonance theory, how do people resolve inconsistencies in attitudes or behaviors?
By changing one of them
What does the Theory of Reasoned Action consider in addition to attitudes, to improve predictability?
Subjective norms and perceived behavioral control
In the context of attitude formation, what does self-perception theory posit?
People infer their attitudes towards objects based on their own behavior
What do levels of commitment to an attitude include, with identification leading to a stronger attachment through imitation or admiration?
Compliance, identification, and internalization
What does balance theory propose in relation to attitudes and consistency?
People change attitudes to maintain consistency among elements
What do the latitudes of acceptance and rejection, related to social judgment theory, indicate?
Attitudes within a person's acceptance latitude are favorably received, while those outside are not
What do multi-attribute attitude models assume about a consumer's attitude towards an object?
It depends on their beliefs about its various attributes
What does the Fishbein Model measure in relation to consumer attitudes and behaviors?
Salient beliefs, object-attitude linkages, and evaluation of important attributes
What does social judgment theory propose about assimilation of new information?
People assimilate new information based on their existing attitudes
What does the Theory of Reasoned Action measure?
Social pressure and attitude towards buying a product
What does Attitude towards the Act of Buying refer to?
Perceived consequences and feelings about purchasing
What is the central goal of marketing communication according to Attitude Change & Interactive Communications Persuasion?
Active attempt to change attitudes
What are the factors affecting persuasiveness of messages according to the text?
Target and source characteristics, message content, and cognitive route
What does Attitude Change Message Creation involve?
Determining the message, media, and characteristics of the target market
What components are included in the Communication Model mentioned in the text?
Source, message, medium, receiver, and feedback
What does the Uses and Gratifications Theory highlight?
Consumers' active use of media to satisfy needs beyond information
Why is credibility important for the message source according to the text?
Perceived expertise and trustworthiness can influence consumer behavior
When are emotional appeals often used according to the text?
For charitable organizations
What does Source Credibility refer to?
A communications source's perceived expertise, objectivity or trustworthiness
What do Emotional vs Rational Appeals depend on according to the text?
The product and consumer relationship
What does the Uses and Gratifications Theory highlight?
Consumers' active use of media to satisfy needs beyond information
Study Notes
Marketing Communication and Consumer Behavior
- Theory of Reasoned Action considers social pressure and attitude towards buying a product to measure behavioral intention.
- Attitude towards the Act of Buying is the perceived consequences and feelings about purchasing.
- Attitude Change & Interactive Communications Persuasion is the active attempt to change attitudes, a central goal of marketing communication.
- Factors affecting persuasiveness of messages include target and source characteristics, message content, and cognitive route.
- Attitude Change Message Creation involves determining the message, media, and characteristics of the target market.
- Communication Model includes source, message, medium, receiver, and feedback, with potential for noise and barriers.
- Uses and Gratifications Theory highlights consumers' active use of media to satisfy needs beyond information.
- The Message Source: Credibility is important, and a source's perceived expertise and trustworthiness can influence consumer behavior.
- Emotional vs Rational Appeals depend on the product and consumer relationship, with emotional appeals often used for charitable organizations.
- Source Credibility: A communications source's perceived expertise, objectivity or trustworthiness.
- Emotional vs Rational Appeals depend on the product and consumer relationship, with emotional appeals often used for charitable organizations.
- Emotional vs Rational Appeals depend on the product and consumer relationship, with emotional appeals often used for charitable organizations.
Test your knowledge of marketing communication and consumer behavior with this quiz. Explore topics such as the Theory of Reasoned Action, attitude change, interactive communications persuasion, message creation, communication models, and emotional vs rational appeals. Dive into the factors affecting message persuasiveness and the importance of message source credibility in influencing consumer behavior.
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