CH5: Consumer Behavior at TU München

Flashcards and summaries for CH5: Consumer Behavior at the TU München

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Study with flashcards and summaries for the course CH5: Consumer Behavior at the TU München

Exemplary flashcards for CH5: Consumer Behavior at the TU München on StudySmarter:

what influences affective low-effort attitudes?

Exemplary flashcards for CH5: Consumer Behavior at the TU München on StudySmarter:

mood as bias of attitudes

Exemplary flashcards for CH5: Consumer Behavior at the TU München on StudySmarter:

dual-mediation hypothesis

Exemplary flashcards for CH5: Consumer Behavior at the TU München on StudySmarter:

affective foundations of low-effort attitudes

Exemplary flashcards for CH5: Consumer Behavior at the TU München on StudySmarter:

cognitive foundations of low-effort attitudes

Exemplary flashcards for CH5: Consumer Behavior at the TU München on StudySmarter:

Low effort routes to persuasion

Exemplary flashcards for CH5: Consumer Behavior at the TU München on StudySmarter:

characteristics that lead to a pos. attitude toward the ad

Exemplary flashcards for CH5: Consumer Behavior at the TU München on StudySmarter:

how affectively based attitudes are influenced

Exemplary flashcards for CH5: Consumer Behavior at the TU München on StudySmarter:

affective foundations of attitudes

Exemplary flashcards for CH5: Consumer Behavior at the TU München on StudySmarter:

influences of cognitively based attitudes

Exemplary flashcards for CH5: Consumer Behavior at the TU München on StudySmarter:

Strategies to change attitudes, intentions & beliefs

Exemplary flashcards for CH5: Consumer Behavior at the TU München on StudySmarter:

theory of planned behavior

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Exemplary flashcards for CH5: Consumer Behavior at the TU München on StudySmarter:

CH5: Consumer Behavior

what influences affective low-effort attitudes?
11
– communication source = attractiveness, likability
– message itself = visual stimuli, music, humor, sexual cues, emotional content

CH5: Consumer Behavior

mood as bias of attitudes
11
– mood does not require repeated association between two stimuli
– can affect consumers evaluations
– can also influence low-effort attitudes

CH5: Consumer Behavior

dual-mediation hypothesis
11
affecting/cognitive responses to the ad -> attitude toward the ad -> Brand beliefs -> attitude toward the brand -> intention to purchase

CH5: Consumer Behavior

affective foundations of low-effort attitudes
11
– classical conditioning = unconditioned stimulus produces an unconditioned response; by repeatedly pairing an conditioned stimulus to the unconditioned stimulus, the same conditioned response is produced
– evaluated conditioning = produces an affective response by repeatedly pairing an neutral unconditioned stimulus with an emotionally charged conditioned stimulus
– attitude towards the ad
– mood

CH5: Consumer Behavior

cognitive foundations of low-effort attitudes
11
– simple beliefs & inferences
– heuristics = simple rule of thumb
– frequency heuristics = belief simply based on number of supportive arguments/repetition
– truth effect = when consumers believe statement is true simply bc. of repeated number of times

CH5: Consumer Behavior

Low effort routes to persuasion
10
– simple beliefs
– unconscious influences
– environment

CH5: Consumer Behavior

characteristics that lead to a pos. attitude toward the ad
10
– provide information
– creates pos. feeling
– generate curiosity & attract attention

CH5: Consumer Behavior

how affectively based attitudes are influenced
10
– message characteristics
– source attractiveness
– fear appeals

CH5: Consumer Behavior

affective foundations of attitudes
10
– emotional processing -> generate feelings
– affective response -> when consumers generate feelings & images in response to a message
– attitude toward the ad -> pos. info, creates pos. feeling, arouses curiosity & attracts attention

CH5: Consumer Behavior

influences of cognitively based attitudes
10
– message characteristics: quality, type of information, one-sided (pos.), two-sided (pos/neg), comparative (better)
– source credibility: trustworthy, expert, status

CH5: Consumer Behavior

Strategies to change attitudes, intentions & beliefs
10
– change beliefs
– add new beliefs
– change evaluations
– encourage attitude formation
– target normative beliefs

CH5: Consumer Behavior

theory of planned behavior
9
Attitude + Subjective Norm + Perceived behavioral control = Intention = Behavior

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