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IMC 301 Week 4
| Term | Definition |
|---|---|
| Attitude | a lasting, general evaluation of people (including oneself), objects, advertisements, or issues, involves direction, strength and accessibility |
| Functional theory of attitudes | attitudes exist because they serve some function for the person and are determined by a person's motives, functions such as: Utilitarian function Value-expressive function Ego-defensive function Knowledge function |
| ABC Model of Attitudes | Affect- the way a consumer feels about an attitude object Behavior- involves the person's intentions to do something with regard to an attitude object Cognition- the beliefs a consumer has about an attitude object |
| Levels of Commitment to an attitude | the degree of commitment is related to the level of involvement with an attitude object -Compliance -Identification -Internalization |
| Cognitive Dissonance | eliminating, adding, changing to cope with clashing perspectives |
| Foot-in-the-door technique | More likely to agree to a bigger request after they've already agreed to a small one |
| Door-in-the-face technique | More likely to agree to a smaller request after denying a big one |
| Multi-attribute model | attitude arises from the sum of the attributes times the weight of importance |
| Personality | a person's unique psychological makeup which consistently influences the way the person responds to his or her environment |
| Personality Basics | Closed-minded/Open to new experiences Disorganized/Conscientious Introverted/Extroverted Disagreeable/Agreeable Calm/High-Strung Relaxed/Nervous |
| Brand personality | -Sincerity -Excitement -Competence -Sophistication -Ruggedness |
| Psychographics | use of psychological, sociological and anthropological factors for market segmentation |
| AIO | activities, interests and opinions, used to group consumers for psychographic research |
| 80/20 rule | only 20 percent of a product's users account for 80 percent of the volume of products sold |
| id | immediate gratification- the "party animal" of the mind, selfish and illogical |
| superego | counter to the id, acts as person's conscience |
| ego | mediates between the id and superego |
| reality principle | ego tries to find gratification for the id that society finds acceptable |
| archetypes | universally recognized ideas and behavior patterns |
| personality traits | the identifiable characteristics that define a person |
| idiocentric | an individualist orientation |
| allocentric | a group orientation |
| animism | the common cultural practice whereby people |
| lifestyle | a pattern of consumption that reflects a person's choices of how to spend her time and money |
| co-branding strategies | team up with other companies to promote two or more items |
| product complementarity | symbolic meanings of different products relate to one another |
| consumption constellation | sets of products that complement each other |
| food culture | a pattern of food and beverage consumption that reflects the values of a social group |
| behavioral targeting | e-commerce marketers serve up customized ads on Web sites or cable TV stations based on a customer's prior activity |
| utilitarian function (attitudes) | developed attitudes toward products because they provide pleasure or pain, helps save time and let you know which products you would or wouldn't like right away |
| value-expressive function (attitudes) | relate to the consumer's central values or self-concept, expresses some trait or shows values of the consumer |
| ego-defensive function (attitudes) | attitudes we form to protect ourselves either from external threats or internal feelings |
| knowledge function (attitudes) | need order, structure or meaning, applies when a person is in an ambiguous situation or confronts a new product |
| hierarchy of effects | standard learning hierarchy: C to A to B (attitude based on cognitive process) low-involvement hierarchy: B to A to C (attitude based on behavioral learning) |
| Compliance | lowest level of involvement- form an attitude because it helps us to gain rewards or avoid punishment- very superficial, likely to change |
| Identification | when we form an attitude to conform to another person's or group's expectation |
| Internalization | high level of involvement, deep-seated attitudes become part of our value system, difficult to change |
| principle of cognitive consistency | value harmony among our thoughts, feelings and behaviors, and need to maintain uniformity among these elements |
Created by:
say230
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