Attitudes High Effort
12 important questions on Attitudes High Effort
What are the cognitive foundations of attitudes?
Reasoning by analogy or category: comparing new to old
Values driven attitudes: reclycling brands
Social identity based attitude generation: sport fan
Analytitcal processes of attitude construction
What are cognitive responses to communication?
Counterargument (CA): disagrees with message
Support arguments (SA): agrees with message
Source derogations (SD): discounts or attacks source
What are expectancy value models?
TORA: theory of reasoned action
- model that provides an explanation of how, when and why attitudes predict behavior.
- Normative influences play a significant role in how people behave
- perceived behavioral control: 'the persons belief as to how easy or difficult the performance of the behavior is likely to be, beliefs about resource and opportunities.
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What are the key differences between TORA and theory of planned behavior?
How are coginitively based attitudes influenced?
- source credibility
- company reputation
- sleeper effect: consumer forget the source of a message faster than message itself
Message
- strong argument: central merits in a convincing manner
- one sided message: only positive
- two sided: positive and negative info
- comparative message: direct comparison with competitors
What are affective foundations of attitudes?
Feelings act as a source of information
- fit with relevant to an offering
- fit between emotional receptivity and emotional intensity expressed
Fit of feelings with an offering
- pride: comes after a valued achievement, facilitate public displays, draw attention to oneself, public display products
- contentment: satiety and satisfaction of basic needs, reduce behavioral activiation. Home oriented comfortable products
What ways to form attitudes on emotional basis?
Situational factors
Activating experiences or memories
Regulatory fit
- promotion: hopes, wants and accomplishments
- prevention: responsibilities, safety, and guarding against risks
What is an affective response?
- process on a general level
- more influential when trying a product
- from memory or vicariously place themselves
- promotion focused consumers rely more on their affective response, prevention focused more on message content.
What is emotional appeal?
- novely or uniqueness: pride and happiness = group-oriented culture, empathic response = individualistic culture
- negative emotions, empathy, decision to help
- role of cognition
- more effective for heavy users of the product
How are affectively based attitudes influenced?
- attractiveness: evokes favorable attitudes if a source is attractive, likeable, familiar, or similar
- match up hypotheses: idea that the source must match the product or service
Message
- emotional appeals: elicit emotions that attract consumers
- emotional contagion: message designed to induce consumers to vicariously experience an emotion
- fear appeals: stress negative consequences
- TMT: terror management theory: deals with how individuals cope with threat of death by defending their worldview of values and beliefs
Explain paper: a room with a viewpoint
- would an appeal with descriptive norm be more effective than current industry standard appeal?
- which reference group tied to norm will increase guests conformity mostly?
Experiment 1: HELP SAVE ENVIRONMENT vs JOIN YOUR FELLOW GUESTS. Descriptive won
Experiment 2: 75% of guests, guests in this room, fellow citizins, join other men and women. Guests in this room won
Conclusion: the power of descriptive message. Provinsional norms > global norms. Match among ones setting, situation and circumstance
Explain a terror management perspective paper
Experiment: show ad
- with a casker
- a person being handcuffed
- a young man in wheelchair
- a dessert: Jell-O
Experiment 1:
pre ad, message acceptance was all level. But low for death of high pre-commited testents: proximal defense involved suppression of a message.
Experiment 2: delay
Message acceptance was high when low pre commitment
Message acceptance lower for high pre commiment
Difference yes or no delay, CHECK PAPER NOG ES
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