Buyer Behavior Study Guide Test 2

Buyer Behavior Study Guide Test 2 - Buyer Behavior Study...

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Buyer Behavior Study Guide Test 2 6 – High consumer effort: Attitudes: Guide thoughts, influence feelings, and affect behavior Characteristics: 1. Favoratibility 2. Attitude accessibility 3. Attitude confidence 4. Persistence (brief or longterm) 5. Resistance to subsequent change Source derogations: discount the source Belief discrepancy: creates more countery-arguments because consumers want to maintain their existing belief structures and do so by arguing against the message Expectancy- value models: explain how consumers form and change attitudes based on: 1) beliefs about an object or action. 2) their evaluation of these beliefs. Theory of reasoned action (TORA): strongest with US consumers Attitude specificity: the more specific the attitude is to the behavior of interest, the more likely the attitude will be related to the behavior Normative influences Predicts the tendency to act Credible sources: trustworthiness, expertise, and status Sleeper effect: occurs because the memory of the source can decay more rapidly than the memory of the message. Strong arguments: presents the best features or central merits of an offering in a convincing manner. One-sided messages: one positive argument Two-sided messages: one positive argument and one negative argument (often more effective) Comparative messages: don’t have high credibility Indirect: offering paired with unnamed competitors Direct: Specifically name and attack competitor Best used when MAO is high Affective attitudes:
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  • Spring '08
  • Interpersonal attraction, high consumer effort

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