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Unformatted text preview: MKTG 315 Study Guide Exam 2 This is a review sheet of concepts which you should be familiar with at this point in the course. This list is not all-inclusive; other concepts will be included on the test! However, your understanding of these concepts will be of help in guiding you to a good exam score. As you review the material, remember that a number of the exam questions will be application questions. Exam Format : the test will include primarily multiple-choice questions, with several short-answer questions to help those who prefer writing out their responses. Questions may come from chapters, lectures, videos and classroom discussion. Ch 6 What are the 3 Functions of Attitudes? - Cognitive : guide our thoughts- Affective : influence our feelings- Connative : affect our behavior Define the Cognitive Response Model - Cognitive Responses are the thoughts we have when exposed to a communication (thoughts can take form of recognitions, evaluations, associations, images, or ideas)- Consumers cognitive responses to communications classified as: Counterarguments : thoughts that express disagreement with the message Support Arguments : thoughts that express agreement with a message Source Derogations : thoughts that discount or attack the source of the message- According to model, those spontaneous responses affect consumers attitudes. CA and SD result in a less favorable initial attitude or resistance to attitude change Describe the TORA Model - Theory of Reasoned Action provides an expanded picture of how, when, and why attitudes predict consumer behavior- Behavior: a function of behavioral intention determined by; attitude toward act, subjective norms- Incorporates principle of Attitude Specificity (the more specific the attitude is to the behavior of interest, the more likely the attitude will be related to the behavior)- Looks at how other people in the social environment influence consumer behavior. Normative Influences from others can play a powerful role in how people behave- TORA Model seeks to predict the intention (tendency) to act. Trying to predict behavioral intentions from attitudes much easier than trying to predict actual behaviors because many situational factors could cause a consumer not to engage in an intended behavior What are 2-Sided Messages? - Contains both positive and negative info about an offering. May affect attitudes making the message more credible (increase belief strength) and reduce counterarguments- Particularly effective when; (1) consumers are initially opposed to the offering (already have negative beliefs), or (2) they will be exposed to strong countermessages from competitors How are Credible Sources developed?...
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- Spring '08