Exam Study Guide Essay Example for Free

Exam Study Guide actAttitude is determined by beliefs on performance of the dimension and importance of that attribute To change their location on a brand/competing brand change their belief on attribute and their perception of the harbor of that attribute and add a new attribute to the mix. Classical teach vs. Operant Conditioning vs. psychoanalytical Research Classical Conditioning (Association) using an unconditioned stimulus to generate an unconditioned response which at long last becomes a conditioned response to a conditioned stimulus Pavlovs DogOperant Conditioning (Instrumental) behavior is followed by a positive or negative consequence which determines probability of behavior reoccurring mathematical function positive reinforcement to encourage behavior Psychoanalytic Research (Freud) motivation to purchase is determined deeply in subconscious mind Need qualitative research- in depth interviews, focus groups, etc. bloodline Attributes Power Ability to reward or punish recipient finished their perception of sources power based on recipients perceived control/scrunity/concern of the source over them Can aim 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 Likelihood homunculus Ways consumers change/form attitudes in response to persuasive messages Routes to attitude change Central super motivated/able to wreak message, pays close attention Peripheral less motivated/able to mold message, pays attention to peripheral cues not message Ex. An attractive endorser Meaning Transfer Model laurels effectiveness as endorser dependent on meaning culture has associated with them and how they are brought into the endorsement process Ex. Status, class, age Stage 1 Culture Objects/persons/context popular to culture transferred into mea ning associated with popular famous person Stage 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 rule of tack used to make quick decisionAffect Referral Decision Rule overall impression kind of of detailed comparison Non- Compensatory short cut to making a choice, a product with low stand up on one attribute cant compensate by being better 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 Effects ersatz Response Hierarchy FCB Planning Model Traditional Hierarchy of Effects Model Stage 1 Cognitive Stage (Learn) Awareness Knowledge Stage 2 emotive Stage (Feel) Liking perceptiveness Conviction Stage 3 Behavioral Stage (Do) PurchaseAlternative Response Hierarchies Based on level of involvem ent in purchase and perceived level of differences in alternatives Learning Model extravagantly involvement, high differentiation- learn whence develop 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) Low Involvement Model Low involvement, both high and low differentiation- learn first, then behave, then develop attitude Cognitive (learn) Conative (do) Affective (feel)