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Persuasion Chap3
| Term | Definition |
|---|---|
| Attitude | is a learned predisposition to respond favorable or unfavorably toward some attitude object |
| Evaluative dimension of attitudes | the most central feature of attitudes (reflects likes or dislikes, agreement or disagreement, positive or negative feelings) |
| predispositions to respond | they precede and, to some extent, direct people’s actions |
| Theory of Reasoned Action | assumes that people are rational decision makers who make use of all the information available to them |
| subjective norm | is a person’s perception of what others, especially relevant others, think about the behavior in question |
| motivation to comply | is based on how willing a person is to conform to social pressure by relevant others |
| normative beliefs | are based on perceived social pressure by relevant others to engage in the behavior in question |
| Theory of Planned Behavior/Perceived Behavior Control | is TBA but acknowledges that behavior is not always volitional |
| internal factors | lack of knowledge or skills that could prevent the behavior |
| external factors | limited resources or extenuating circumstances, also might inhibit someone from carrying out an intended action. |
| associative networks | attitudes, belives and values connected to one another in a delicate balance |
| image-oriented advertising | link products with favorable attitudes, values and lifestyles |
| aspirational brands | Those that consumers admire and aspire to one day own |
| authenticity (in brands) | emphasizes genuineness and integrity (possibly hand-made or ecofriendly) |
| sloganeering | imbue the products with positive qualities that, over time, become embedded in receivers’ minds. |
| Sponsorship | involves establishing favorable connections between attitudes and attitude objects |
| Psychological Consistency | People like to be consistent and like to avoid the appearance of being inconsistent |
| brand loyalty | the illusion of inconstancy if the consumer switches brands |
| Cognitive Dissonance Theory | focuses on decisions people make or behaviors in which they engage and how they rationalize those decisions and behaviors |
| selective exposure | involves seeking out consonant information and avoiding dissonant information |
| free choice paradigm | states that the more free choice one has in making a decision, the more dissonance one will suffer |
| belief disconfirmation | argues that dissonance is aroused when a person encounters information contrary to his or her beliefs. |
| induced compliance | when a person is forced to do something, little dissonance is aroused because the person can rationalized the action “I had no choice” |
| effort justification paradigm | centers on the amount of effort or sacrifice required: the greater the effort, the greater the dissonance |
| Counter Attitudinal Advocacy | involves having a person create and present a message that is at odds with his or her existing attitudes |
| psychological reactance | the tendency to react defensively to perceived encroachments on our freedom |
| Grow Legs | once we become committed to a given course of action, we tend to remain steadfast in our determination, even if the original reason for selecting that course of action is diminished |
Created by:
wezitar
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