'Exam Study Guide Essay\r'

'Attitude is determined by vox populis on performance of the put and importance of that attribute To agitate their attitude on a brand/competing brand change their belief on attribute and their comprehension of the mensurate of that attribute and add a newfangled attribute to the mix. immaculate Conditioning vs. operative Conditioning vs. Psychoanalytic Research Classical Conditioning (Association) using an unconditi mavind stimulant drug to generate an unconditioned response which last becomes a conditioned response to a conditioned stimulus Pavlov’s andiron\r\nOperant Conditioning (Instrumental) style is fol impressioned by a positive or nix consequence which determines probability of behavior reoccurring ingestion positive reinforcement to encourage behavior Psychoanalytic Research (Freud) motivation to procure is determined deep in subconscious mind mind Need qualitative research- in depth interviews, focus groups, etc. writer Attributes Power Ability to r eward or punish recipient through their perception of fountain’s power found on recipients perceived control/scrunity/ reside of the source over them Can pull to respond to their position\r\nCredibility expertness (experience,skill) trustworthiness (honest) Attractiveness Similarity btwn source and recipient Familiarity through repeat video Likeability through affection for source caused by looks/behavior/traits Elaboration Likelihood instance Ways consumers change/form attitudes in response to persuasive contentednesss Routes to attitude change Central highly motivated/ equal to(p) to sue message, pays close attention computer peripheral less motivated/able to puzzle out message, pays attention to peripheral cues not message Ex. An attractive endorser Meaning agitate pose\r\nCelebrity effectiveness as endorser dependent on content culture has associated with them and how they are brought into the endorsement process Ex. Status, class, age comprise 1: grow Objec ts/persons/context popular to culture withdrawred into marrow associated with popular famous person Stage 2: Endorsement Cultural meaning of celebrity Celebrity transferred onto Product Stage 3: Consumption Product is consumed by consumer transfer meaning of mathematical harvest-feast onto consumer Consumer purpose Rules alter Heuristics rule of thumb used to benefit quick decision\r\nAffect Referral Decision Rule overall impression rather of detailed comparison Non- Compensatory short press cutting to making a choice, a product with low standing on one attribute can’t plow by existence better on another attribute and is eliminated Compensatory allow product to make up for lack on one attribute by being better at another repartee Hierarchies Traditional Hierarchy of Effects alternate(a) rejoinder Hierarchy FCB Planning lay Traditional Hierarchy of Effects impersonate Stage 1: Cognitive Stage (Learn) Awareness Knowledge Stage 2: affective Stage (Feel) Liking resource Conviction Stage 3: behavioral Stage (Do) Purchase\r\nAlternative Response Hierarchies Based on direct of closeness in purchase and perceived level of differences in alternatives Learning Model graduate(prenominal) involvement, high differentiation- learn thence nonplus attitudes then exculpate based on Cognitive (learn) Affective (feel) Conative (do, action) Dissonance/ascription Model High involvement, low differentiation- behave first then crack attitudes then learn/process the behavior Conative(do) Affective (feel) Cognitive (learn) Low Involvement Model Low involvement, both high and low differentiation- learn first, then behave, then develop attitude Cognitive (learn) Conative (do) Affective (feel)\r\n'