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Exam Study Guide EssayAttitude is determined by beliefs on performance of the assign and importance of that pass judgment To change their attitude on a brand/competing brand change their belief on attribute and their perception of the value of that attribute and add a new attribute to the mix. Classical Conditioning vs. Operant Conditioning vs. Psychoanalytic seek Classical Conditioning (Association) using an unconditioned stimulant drug to generate an unconditioned response which eventually becomes a conditioned response to a conditioned stimulus Pavlovs DogOperant Conditioning (Instrumental) carriage is followed by a positive or negative consequence which determines probability of behavior reoccurring Use positive reinforcement to encourage behavior Psychoanalytic Research (Freud) motivation to purchase is determined deep in subconscious mind Need qualitative research- in depth interviews, focus groups, etc. Source Attributes creator Ability to reward or punish recipient through their perception of sources power based on recipients perceived control/scrunity/ tending of the source over them Can induce to respond to their positionCredibility Expertise (experience,skill) trustworthiness (honest) Attractiveness Similarity btwn source and recipient Familiarity through recap exposure Likeability through affection for source caused by looks/behavior/traits Elaboration Likelihood Model Ways consumers change/form attitudes in response to telling messages Routes to attitude change Central highly motivated/able to process message, pays close anxiety Peripheral less motivated/able to process message, pays attention to peripheral cues not message Ex. An attractive endorser Meaning Transfer ModelCelebrity effectiveness as endorser dependent on signification culture has associated with them and how they are brought into the endorsement process Ex. Status, class, age give 1 Culture Objects/persons/context popular to culture transferred into meaning associate d with popular celebrity Stage 2 Endorsement Cultural meaning of celebrity Celebrity transferred onto Product Stage 3 Consumption Product is consumed by consumer transfer meaning of carrefour onto consumer Consumer Decision Rules Simplified Heuristics rule of thumb used to make quick decisionAffect Referral Decision Rule overall impression instead of exact comparison Non- Compensatory short cut to making a choice, a product with low standing on one attribute cant underwrite 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 power structure of Effects Alternative Response Hierarchy FCB Planning Model Traditional Hierarchy of Effects Model Stage 1 Cognitive Stage (Learn) Awareness Knowledge Stage 2 Affective Stage (Feel) Liking Preference execration Stage 3 Behavioral Stage (Do) PurchaseAlternative Response Hierarchies Based on train of involvement in pu rchase and perceived level of differences in alternatives Learning Model High involvement, high differentiation- learn then 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) let loose Involvement Model Low involvement, both high and low differentiation- learn first, then behave, then develop attitude Cognitive (learn) Conative (do) Affective (feel)