TEST BANK CHAPTER 8 CONSUMER BEHAVIOR BUYING HAVING BEING 12TH EDITION BY MICHAEL R SOLOMON
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TEST BANK CHAPTER 8 CONSUMER BEHAVIOR BUYING HAVING BEING 12TH EDITION BY MICHAEL R SOLOMON
Chapter 8: ATTITUDES AND PERSUASIVE COMMUNICATIONSCHAPTER OBJECTIVESWhen students have finished reading this chapter, they should understand why:I.It TEST BANK CHAPTER 8 CONSUMER BEHAVIOR BUYING HAVING BEING 12TH EDITION BY MICHAEL R SOLOMON is important for consumer researchers to understand the nature and power of attitudes.2Altitudes are more complex than they first appear.3We form altitudes in several ways.4A need 10 maimain consistency among all our attitudinal components often motivates us to alter one or more of them.5Altitude m TEST BANK CHAPTER 8 CONSUMER BEHAVIOR BUYING HAVING BEING 12TH EDITION BY MICHAEL R SOLOMON odels identify specific components and combine them to predict a consumer’s overall attitude toward a product or brand.6The communications model identTEST BANK CHAPTER 8 CONSUMER BEHAVIOR BUYING HAVING BEING 12TH EDITION BY MICHAEL R SOLOMON
ifies several important components for marketers when they try to change consumers' attitudes toward products and services.7The consumer who processesChapter 8: ATTITUDES AND PERSUASIVE COMMUNICATIONSCHAPTER OBJECTIVESWhen students have finished reading this chapter, they should understand why:I.It TEST BANK CHAPTER 8 CONSUMER BEHAVIOR BUYING HAVING BEING 12TH EDITION BY MICHAEL R SOLOMON ge source.9The way a marketer structures his message determines how persuasive it will be.10Many modem marketers are reality engineers.II.Audience characteristics help 10 determine whether the nature of the source or the message itself will be relatively more effective.CHAPTER SUMMARYIt is important TEST BANK CHAPTER 8 CONSUMER BEHAVIOR BUYING HAVING BEING 12TH EDITION BY MICHAEL R SOLOMON for consumer researchers to understand the nature and power of altitudes.An attitude is a predisposition to evaluate an object or product positivelyTEST BANK CHAPTER 8 CONSUMER BEHAVIOR BUYING HAVING BEING 12TH EDITION BY MICHAEL R SOLOMON
or negatively. We form attitudes toward products and services that often determine whether we will purchase them or not.1Copyright ©2017 Pearson EducaChapter 8: ATTITUDES AND PERSUASIVE COMMUNICATIONSCHAPTER OBJECTIVESWhen students have finished reading this chapter, they should understand why:I.It TEST BANK CHAPTER 8 CONSUMER BEHAVIOR BUYING HAVING BEING 12TH EDITION BY MICHAEL R SOLOMON form attitudes several ways.Attitude researchers traditionally assumed that we learn attitudes in a fixed sequence: First, we form beliefs (cognitions) about an attitude object, then we evaluate that object (affect), and then we take some action (behavior). Depending on the consumer’s level of invol TEST BANK CHAPTER 8 CONSUMER BEHAVIOR BUYING HAVING BEING 12TH EDITION BY MICHAEL R SOLOMON vement and the circumstances, though, his attitudes can result from other hierarchies of effects as well. A key to attitude formation is the functionTEST BANK CHAPTER 8 CONSUMER BEHAVIOR BUYING HAVING BEING 12TH EDITION BY MICHAEL R SOLOMON
the attitude holds for the consumer (e.g., is it utilitarian or ego defensive?).A need to maintain consistency among all of our attitudinal componentsChapter 8: ATTITUDES AND PERSUASIVE COMMUNICATIONSCHAPTER OBJECTIVESWhen students have finished reading this chapter, they should understand why:I.It TEST BANK CHAPTER 8 CONSUMER BEHAVIOR BUYING HAVING BEING 12TH EDITION BY MICHAEL R SOLOMON ponents—that is, we alter some parts of an attitude to be in line with others. Such theoretical approaches to attitudes as cognitive dissonance theory, self-perception theory, and balance theory' stress the vital role of our need for consistency.Attitude models to identify specific components and co TEST BANK CHAPTER 8 CONSUMER BEHAVIOR BUYING HAVING BEING 12TH EDITION BY MICHAEL R SOLOMON mbine them to predict a consumer’s overall attitude toward a product or brand.Multiattribute attitude models underscore the complexity of attitudes: TTEST BANK CHAPTER 8 CONSUMER BEHAVIOR BUYING HAVING BEING 12TH EDITION BY MICHAEL R SOLOMON
hey specify that we identify and combine a set of beliefs and evaluations to predict an overall attitude. Researchers integrate factors such as subjecChapter 8: ATTITUDES AND PERSUASIVE COMMUNICATIONSCHAPTER OBJECTIVESWhen students have finished reading this chapter, they should understand why:I.It TEST BANK CHAPTER 8 CONSUMER BEHAVIOR BUYING HAVING BEING 12TH EDITION BY MICHAEL R SOLOMON nt components for marketers when they try to change consumers’ attitudes toward products and services.Persuasion refers to an attempt to change consumers’ attitudes. The communications model specifies the elements marketers need to transmit meaning. These include a source, a message, a medium, a rec TEST BANK CHAPTER 8 CONSUMER BEHAVIOR BUYING HAVING BEING 12TH EDITION BY MICHAEL R SOLOMON eiver, and feedback.The consumer who processes a message is not necessarily the passive receiver of information marketers once believed him or her toTEST BANK CHAPTER 8 CONSUMER BEHAVIOR BUYING HAVING BEING 12TH EDITION BY MICHAEL R SOLOMON
be.The traditional view of communications regards the perceiver as a passive element in the process. New developments in interactive communications hiChapter 8: ATTITUDES AND PERSUASIVE COMMUNICATIONSCHAPTER OBJECTIVESWhen students have finished reading this chapter, they should understand why:I.It TEST BANK CHAPTER 8 CONSUMER BEHAVIOR BUYING HAVING BEING 12TH EDITION BY MICHAEL R SOLOMON vocates of permission marketing argue that it is more effective to send messages to consumers who have already indicated an interest in learning about a product than trying to hit people “cold” with these solicitations.Several factors influence the effectiveness of a message source.Two important cha TEST BANK CHAPTER 8 CONSUMER BEHAVIOR BUYING HAVING BEING 12TH EDITION BY MICHAEL R SOLOMON racteristics that determine the effectiveness of a source are its attractiveness and credibility. Although celebrities often serve this purpose, theirTEST BANK CHAPTER 8 CONSUMER BEHAVIOR BUYING HAVING BEING 12TH EDITION BY MICHAEL R SOLOMON
credibility is not always as strong as marketers hope. Marketing messages that consumers perceive as buzz (those that are authentic and consumer geneChapter 8: ATTITUDES AND PERSUASIVE COMMUNICATIONSCHAPTER OBJECTIVESWhen students have finished reading this chapter, they should understand why:I.It TEST BANK CHAPTER 8 CONSUMER BEHAVIOR BUYING HAVING BEING 12TH EDITION BY MICHAEL R SOLOMON res his or her message determines how persuasive it will be.Some elements of a message that help to determine its effectiveness include the following: The marketer conveys the message in words or pictures; the message employs an emotional or a rational appeal; how often it’s repeated; whether it dra TEST BANK CHAPTER 8 CONSUMER BEHAVIOR BUYING HAVING BEING 12TH EDITION BY MICHAEL R SOLOMON ws a conclusion; whether it presents both2Chapter 8: ATTITUDES AND PERSUASIVE COMMUNICATIONSCHAPTER OBJECTIVESWhen students have finished reading this chapter, they should understand why:I.It Chapter 8: ATTITUDES AND PERSUASIVE COMMUNICATIONSCHAPTER OBJECTIVESWhen students have finished reading this chapter, they should understand why:I.ItGọi ngay
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