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:

Def. Attitude

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

characteristics of attitudes

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

Cognitive foundations of attitudes

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

theory of reasoned action

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

theory of planned behavior

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:

influences of cognitively based attitudes

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:

how affectively based attitudes are influenced

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

characteristics that lead to a pos. attitude toward the ad

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Low effort routes to persuasion

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

cognitive foundations of low-effort attitudes

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

CH5: Consumer Behavior

Def. Attitude
9 = overall evaluation that expresses how much we like or dislike an object, issue, person, action

CH5: Consumer Behavior

characteristics of attitudes
9 - favorability - attitude accessibility - attitude confidence - attitude persistance - attitude resistance - ambivalence

CH5: Consumer Behavior

Cognitive foundations of attitudes
9 - based on direct/imagined experiences - values - social identity-based - analogy/category - analytical processes of attitude formation

CH5: Consumer Behavior

theory of reasoned action
9 belief + evaluation of consequences ; normative belief + motivation to comply attitude toward act ; subjective norms behavioral intention behavior

CH5: Consumer Behavior

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

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

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

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

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

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

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

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

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