Exam Study Guide Essay

Attitude is intract equal to(p) by beliefs on performance of the place and importance of that judge To change their attitude on a grunge/competing brand change their belief on attribute and their perception of the prise of that attribute and add a new attribute to the mix. Classical instruct vs. Operant Conditioning vs. Psychoanalytic Research Classical Conditioning (Association) using an unconditioned stimulus to generate an unconditioned retort which eventually becomes a conditioned response to a conditioned stimulus Pavlovs computer-aided designOperant Conditioning (Instrumental) behavior is fol junior-gradeed by a positive or negative consequence which determines probability of behavior reoccurring Use positive reinforcer to encourage behavior Psychoanalytic Research (Freud) motivation to purchase is determined deep in subconscious mind Need qualitative research- in depth interviews, focus groups, etc. Source Attributes Power Ability to reinforce or punish recipient th rough their perception of originations power based on recipients perceived control/scrunity/concern of the source over them Can induce to respond to their positionCredibility expertise (experience,skill) trustworthiness (honest) Attractiveness Similarity btwn source and recipient Familiarity through buy out exposure Likeability through affection for source caused by looks/behavior/traits elaborateness Likelihood impersonate Ways consumers change/form attitudes in response to persuasive messages Routes to attitude change Central highly motivated/capable to do work message, pays close attention Peripheral less motivated/able to process message, pays attention to peripheral cues not message Ex. An attractive reader Meaning Transfer frameworkCelebrity effectiveness as ratifier dependent on meaning civilisation has associated with them and how they are brought into the endorsement process Ex. Status, class, age story 1 Culture Objects/persons/context popular to culture transfer red into meaning associated with popular celebrity full point 2 Endorsement hea and thence meaning of celebrity Celebrity transferred onto Product Stage 3 breathing in Product is consumed by consumer transfer meaning of product onto consumer Consumer Decision Rules modify Heuristics rule of thumb used to make quick decision take Referral Decision Rule overall impression instead of detailed resemblance Non- Compensatory short cut to making a choice, a product with low standing on one attribute cant over-correct by being better on another attribute and is eliminated Compensatory have product to make up for lack on one attribute by being better at another Response Hierarchies handed-down Hierarchy of Effects Alternative Response Hierarchy FCB Planning mannequin Traditional Hierarchy of Effects Model Stage 1 cognitive Stage (Learn) Awareness Knowledge Stage 2 Affective Stage (Feel) Liking Preference Conviction Stage 3 Behavioral Stage (Do) PurchaseAlternative Response Hierarchi es Based on level of link in purchase and perceived level of differences in alternatives Learning Model High involvement, high differentiation- learn then develop attitudes then transmit based on Cognitive (learn) Affective (feel) Conative (do, action) Dissonance/Attribution Model High involvement, low differentiation- behave first then develop attitudes then learn/process the behavior Conative(do) Affective (feel) Cognitive (learn) Low participation Model Low involvement, both high and low differentiation- learn first, then behave, then develop attitude Cognitive (learn) Conative (do) Affective (feel)