MARK 4100- Final Exam Guide - Comprehensive Notes for the exam ( 60 pages long!)
28 Mar 2018
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Topics: definition, characteristics, formation and multiattribute (fishbein) models. 23: attributes: identify all the relevant attributes that this product could have, beliefs: identify the consumer"s cognitions about the extent to which this particular product possesses those attributes; what you actually think of this particular product. Theory of reasoned action: extension of fishbein model: shift from attitude measurement (object evaluation) intention measurement (behavioral tendency) Includes social pressure as a moderation variable acknowledges the power of other people in influencing one"s behavior: calculate specific attitude with fishbein, then account for influence of norms: perceived normative belief & motivation to comply with norm. Definition of persuasion: an active attempt to change attitudes, often attempts to change cognition and affect with the eventual goal of changing behavior. Communications model: who says what to whom, and where: source, message, medium, recipient determines the source, message and medium. Recipient factors: most effective method often depends on the target, elaboration likelihood model elm, 2 routes to persuasion.
