attitude
a lasting, general evaluation of people (including oneself), objects,a advertisements, or issues
attitude object (Ao)
anything towards which someone has an attitude
lasting; general; modified
Attitudes are __________ and __________, but can be __________
direction; strength; preferences; actions
Attitudes have __________ and __________, and help determine __________ and __________
functional theory of attitudes
states that attitudes exist because they serve some function for the person
functional theory of attitudes
explains how attitudes facilitate social behavior
situations; attitude
The functional theory of attitudes states that consumers who expect they'll need to deal with similar __________ at a future time will be more likely to start to form an __________ in anticipation
utilitarian, value expressive, ego defensive, knowledge
4 functions in the functional theory of attitudes
utilitarian function
relates to the basic principles of reward and punishment
utilitarian function
ex: you like the candidate because he'll give you tax breaks
utilitarian function
develop attitudes towards products simply because they provide pleasure or pain
value expressive function
attitudes that perform a _______________ relate to the consumer's central values or self-concept
value expressive function
ex: you like the candidate because he's going to fund education and you're pro-education
value expressive function
person forms a product attitude because of what the product says about him as a person
ego defensive function
attitudes we form to protect ourself from external threats or internal feelings
ego defensive function
ex: you don't like the candidate because he's against gay marriage
knowledge function
attitudes formed because we need order, structure, or meaning
utilitarian, value expressive, ego defensive, knowledge
4 functions in the functional theory of attitudes
knowledge function
ex: you like the candidate because he has a plan to balance the budget
ABC Model of Attitudes
a multidimensional perspective stating that attitudes are jointly defined by affect, behavior, and cognition
affect, behavior, cognition
3 dimensions of the ABC Model of Attributes
affect
describes how a consumer feels about an attitude object
behavior
refers to a consumer's intentions to take action about the attitude object
cognition
what a consumer believes to be true about an attitude object
knowing; feeling; doing
The ABC Model of Attributes emphasizes the relationship between _________, _________, and _________
Hierarchy of Effects
a fixed sequence of steps that occurs during attitude formation
involvement; attitude object
Which hierarchy of effects takes place varies depending on such factors as the consumer's level of _________ with the _________
think; feel; do
standard learning hierarchy: _________ --> _________ --> _________
standard learning hierarchy
assumes that a person approaches a product decision as a problem solving process
standard learning hierarchy
ex: buying a laptop
standard learning hierarchy
leads to an attitude based on cognitive information processing
do; feel; think
low involvement hierarchy: _________ --> _________ --> _________
low involvement hierarchy
assumes a consumer initially doesn't have strong preference for one brand over another, and instead acts on their limited knowledge and forms an evaluation only after they've bought the product
low involvement hierarchy
ex: point of purchase sales; repeat purchases
low involvement hierarchy
leads to an attitude based on behavioral learning processes
feel; do; think
experiential hierarchy: _________ --> _________ --> _________
experiential hierarchy
claims that we act on the basis of our emotional reactions
experiential hierarchy
ex: watching a sad movie trailer and then seeing the movie
experiential hierarchy
leads to an attitude based on hedonic consumption
knowledge function
applies when a person is in an ambiguous situation
