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WSU MKTG 407 - Exam 2 Study Guide
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MKTG 407 1st EditionExam # 2 StudyGuide Attitudes: Parts 1 and 2 (Chapter 8)-Who said “The attitude is the most distinctive and indispensable concept in contemporary American social psychology”?-Gordon Allport -How do we define attitudes?-Definitions-Positive or negative evaluation of an object (person, activity, group or object-Psychological tendency that is expressed by evaluating a particular entity with some degree of favor or disfavor-A learned predisposition to behave in a consistently favorable or unfavorable manner with respect to a given object -Be familiar with the formula for Fishbein’s “theory of reasoned action” -Is an expectancy value model that suggests attitudes are a function of a consumer's belief that an attitude objects (ex. Soda) has a certain properties (ex caffeine) and the consumer’s evaluation of those properties (ex. Good vs. bad)-Attitude = Sum (belief*evaluation)-Attitude = Sun (expectancy *value) -Know Fishbein and Ajzen’s Theory of reasoned action (including attitudes and subjective norms) (pg 119)-Understand theory reason actions, -Talking about different beliefs and attitudes-Attitude is a product of each of your beliefs and the strength of that belief, -Add them all together and that makes your attitude-Then these will impact your intentions and later on the behavior-People after added the model of planned behavior. -Theory, reason, action- what makes those up- -Be aware of different factors that strengthen the impact of attitudes on behavior (pg 119)-Subjective Norm--SNb= Subjective Norm Regarding behavior, E(mean)= add up (NB*MC) products, n=# of people, NBj=Normative Belief of person j, MCj=Motivation to Comply to person j-When does Attitude guide Behavior?-A & B "match" in specificity-A&B measured close in time-A linked with intention to act-A based on direct experiences-High Ego involvement and vested interest-Low self monitors-A is extreme and accessible-Mere thought, involvement enhance extremity-Direct exp. And knowledge enhance accessibility-Recently primed-Theory reason action +self control -Be able to diagram/explain the Theory of Planned Behavior (pg 120)-Perceived behavior control, attitude, subjective norms -> intention -> Behavior-Problems-Doesn’t explain spontaneous or habit driven behavior very well-May be better to think of BC as a moderator of attitude-intention relationship -Who was Clotaire Rapaille and what did he have to say about measuring consumer attitudes?-An internationally known expert on archetype [e discoveries and creativity-Archetype: In psychology, according to the theory of psychologist Carl Jung, an idea or way of thinking that has been inherited from the experience of the race and remains in the consciousness of the individual, influencing his perception of the world-Dr. Rapaille's technique for market research based on his work in the areas of psychiatry, psychology and cultural anthropology-He searches for the "code" behind certain words and ideas (luxury) and uses these insights to help marketers promote their products-!!! Finding the code of "luxury"! -What is the IAT designed to measure and how does it do it? How does the IAT relate to“dual process models” discussed in class?-IAT (implicit Association Task)-An implicit attitude is an attitude which people are not conscious of (or would not want to admit to) but which can be assessed via the associations people have in their minds-How-The IAT is a reaction time, RT, task in which subjects categorize words (positive, negative) and attitude objects (UW, WSU) on the left or right side of screen-Some trials involve categorizations that are consistent with an implicit attitude, others are inconsistent with the attitude-If there is an implicitly negative attitude toward UW then reaction times should be slower to the inconsistent trials-Ex. -(Option 1) WSU good/ UW bad -The following set of trials are consistent with an implicitly negativeattitude toward UW-Reaction times should be relatively fast if there is an implicitly negative attitude toward UW-Vs. (options 2) WSU bad/ UW good-The following set of trials are inconsistent with an implicitly negative attitude toward UW-Reaction times should be relatively slower if there is an implicitly negative attitude toward UW -What does the tricomponent attitude model comprise of? (pg 115)-Tri-component view -Attitudes reflect cognition (think ), affect(feel) and behavior(do) tendencies-The likely hood you are going to respond to that marketing-Conation <-> Affect <->cognition <->-Conation-The likelihood or tendency that an individual will undertake a specific action or behave in a particular way with regard to the attitude object-Affect-A consumers emotions or feelings about a particular product or brand-Cognition-The knowledge and perceptions that are acquired by a combination of direct experience with the attitude inject and related info from various sources Persuading Consumers: Parts 1 and 2 (Chapters 7 & 9) -Be familiar with the Elaboration Likelihood Model (pg 136)-Central Route-Target is involved/concerned about issue-Target is both motivated and able to process-Target is high in need for cognition-Target is engaged in argument-Target bases acceptance on strength of message-Attitude change is likely to endure- *Need for cognition … need to think-Peripheral route -Target is not involved/concerned about issue-Target is unmotivated and/or unable to process argument-Target is low in need for cognition-Target not engaged in argument, so uses peripheral "cues" to determine argument acceptance-Credibility, attractiveness, and "rules of thumb"-Cues elicit + feelings and acceptance of argument-Attitude change is less durable-*Not as concerned about the message -Be Familiar with the Heuristic Systematic Model (pg 136)-mindlessness, making short cuts, more peripheral route -What factors enhance a source’s credibility? (formal source or persuasion )(understand the sleeper effect)(pg 138)-Expertise-Trustworthiness-Likeability-Similarity -Familiarity-Attractiveness-Sleeper effect-Delayed response, you revisit it later-"It is a delayed increase of the effect of a message that is accompanied bya discounting cue.When people are exposed normally to a persuasive message (such as an engaging or persuasive television advertisement), their attitudes toward the advocacy of the message display a significant increase.Over time, however, their newly formed attitudes seem to gravitate back toward the opinion


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WSU MKTG 407 - Exam 2 Study Guide

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