marketing exam 3

What is attitude?

• • a lasting, general evaluation of people, objects, ads, or issues

• may provide pleasure and functional rewards

• may help defend us against threats to ourselves

What are the functional theory of attitudes?

• Utilitarian, Value-Expressive, Buying, Cognition

• Utilitarian, Value-Expressive, Behavior, Cognition

• Useful, Value-Expressive, Behavior, Cognition

• Utilitarian, Value, Behavior, Cognition

What is utilitarian?

• may provide pleasure and functional rewards

• may help us establish/express our self-concept

• may help defend us against threats to ourselves

• may provide cognitive structure

What is value-expressive?

• may provide pleasure and functional rewards

• may help us establish/express our self-concept

• may help defend us against threats to ourselves

• may provide cognitive structure

What is ego-defensive?

• may provide pleasure and functional rewards

• may help us establish/express our self-concept

• may help defend us against threats to ourselves

• may provide cognitive structure

What is knowledge?

• may provide pleasure and functional rewards

• may help us establish/express our self-concept

• may help defend us against threats to ourselves

• may provide cognitive structure

What is internalization?

• highest level of commitment, Deep-seated attitudes become part of the consumer’s value system

• Mid-level of commitment, Attitudes formed in order to conform to another person or group

• Lowest level of commitment, Consumer forms attitude bc it gains rewards or avoids punishments

What is Identification?

• highest level, Deep-seated attitudes become part of the consumer’s value system

• Mid-level, Attitudes formed in order to conform to another person or group

• Lowest level, Consumer forms attitude bc it gains rewards or avoids punishments

What is compliance?

• highest level, Deep-seated attitudes become part of the consumer’s value system

• mid-level, Attitudes formed in order to conform to another person or group

• lowest level, Consumer forms attitude bc it gains rewards or avoids punishments

What is cognitive consistency?

• assimilate new info about attitude objects in light of what we already know and feel

• value/seek harmony among thoughts, feelings, behaviors

• messages that fall within the latitude of acceptance are seen as consistent