Saturday, May 18, 2019

Exam Study Guide Essay

Attitude is set by beliefs on performance of the attribute and importance of that attribute To neuter their attitude on a brand/competing brand change their belief on attribute and their lore of the value of that attribute and add a new attribute to the mix. Classical condition vs. operant Conditioning vs. Psychoanalytic Research Classical Conditioning (Association) using an unconditi unmatchabled stimulus to generate an unconditioned repartee which eventually becomes a conditioned response to a conditioned stimulus Pavlovs DogOperant Conditioning (Instrumental) style is fol first-class honours degreeed by a positive or negative consequence which determines probability of behavior reoccurring Use positive reinforcement to encourage behavior Psychoanalytic Research (Freud) motivation to purchase is determined deep in subconscious mind Need qualitative research- in depth interviews, focus groups, and so forth Source Attributes Power Ability to reward or punish receiving system thr ough their perception of originations power based on recipients perceived control/scrunity/concern of the source over them raft induce to respond to their positionCredibility Expertise (experience,skill) trustworthiness (honest) Attractiveness Similarity btwn source and recipient Familiarity through repeat exposure Likeability through affection for source caused by looks/behavior/traits Elaboration likeliness framework Ways consumers change/form attitudes in response to persuasive messages Routes to attitude change cardinal highly motivated/ competent to process message, pays close attention Peripheral less motivated/able to process message, pays attention to peripheral cues not message Ex. An attractive endorser Meaning Transfer fashion modelCelebrity effectiveness as endorser dependent on meaning culture has associated with them and how they are brought into the countenance process Ex. Status, class, age form 1 Culture Objects/persons/context frequent to culture transferre d into meaning associated with popular celebrity full stop 2 Endorsement Cultural meaning of celebrity Celebrity transferred onto Product Stage 3 Consumption Product is consumed by consumer transfer meaning of product onto consumer Consumer Decision Rules Simplified Heuristics order of thumb used to make quick decisionAffect Referral Decision Rule overall purpose instead of detailed comparison Non- Compensatory short cut to making a choice, a product with low standing on one attribute cant compensate by being crack on another attribute and is eliminated Compensatory allow product to make up for lack on one attribute by being better at another Response Hierarchies Traditional Hierarchy of effectuate Alternative Response Hierarchy FCB Planning Model Traditional Hierarchy of Effects Model Stage 1 cognitive Stage (Learn) Awareness Knowledge Stage 2 emotive Stage (Feel) appetite Preference Conviction Stage 3 Behavioral Stage (Do) PurchaseAlternative Response Hierarchies ground on l evel of involvement in purchase and perceived level of differences in alternatives Learning Model High involvement, high differentiation- learn then turn attitudes then behave 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) kickoff Involvement Model Low involvement, both high and low differentiation- learn first, then behave, then develop attitude Cognitive (learn) Conative (do) Affective (feel)

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