Chapter 6

Question 1

What is attitude?

Answer 1

A learning predisposition (from mass media, experience etc.) to behave in a consistently favourable or unfavourable manner with respect to a given object.

Question 2

What is attitude formation? How do they form attitudes?

Answer 2

Consumers learn attitudes
Sources of attitude formation
- Experience
- Family and friends
- Media/internet/social media

Question 3

What is the role of personality factors?

Answer 3

The need for cognition or innovativeness affect attitude formation

Question 4

Explain the tri-component attitude model

Answer 4

Continous cycle

Cognitive
- knowledge and perception of product or brand features
- Expressed as beliefs about a brand

Affective
- Emotions and feelings about a product or brand
- expressed as favourable or unfavourable attitude toward a brand

Conative
- Actions or behaviour toward a product or brand (ex. Intention to buy)
- Expressed as intention to purchase a brand

Question 5

What is the likert scale?

Answer 5

The most popular form of attitude scale, where consumers are asked to check numbers corresponding to their level of “agreement” or “disagreement” with a series of statements about a studied object

Question 6

What is altering consumer attitudes?

Answer 6

• changing beliefs about products
• changing brand image
• changing beliefs about competing brands

Question 7

What is the attitude-toward-object model

Answer 7

• used to change attitudes
• ways: add an attribute, change perceived importance of an attribute, develop new products

Question 8

What are other multi-attribute models?

Answer 8

Theory of reasoned action (tri-component attitude model, normative beliefs, motivation to comply with norms)

Theory of trying-to-consume (attitude toward the behaviour, personal impediments, environmental impediments)

Attitude-toward-the-ad model(attitudes toward brands are formed based on how consumers feel about the advertisements)

Attitude toward the object (does the brand have the needed attribute?, what is the importance of that attribute?)

Attitude toward behaviour (attitude toward the brand, how do I feel about buying this brand)

Attitude toward social media posts (attitudes toward brands are formed based on how consumers feel about what they see on social media about the brands)

Question 9

What are the functional approach methods?

Answer 9

Utilitarian function
Ego-defensive function
Value-expressive function
Knowledge function (consumer has a need to understand)
Associated brands with worthy causes and events

Question 10

What is the likelihood model?

Answer 10

The proposition that attitudes can be changed by either one of two different routes to persuasion - a central route or a peripheral route - and that the cognitive elaboration related to the processing of information received via each route is different.

Question 11

Describe the central route?

Answer 11

-high involvement (important to the person, lots of thought)
- considered thought and cognitive processing
- learning through: attributed-based information, high quality arguments, exertion of effort to learn, comprehend, evaluate.
- comparative ads (work well for persuasion, ex. Paper towel)
- objective knowledge

Question 12

Describe the peripheral route

Answer 12

-Low involvement
-Little thought and little information processing
-Learning through: repetition, passive processing of visual cues, holistic processing
- Non comparative ads
- Subjective knowledge

Question 13

Apply product knowledge and comparative ads to central or peripheral routes

Answer 13

Comparative ads:
- Comparative ads are processed centrally
- Noncomparative ads processed peripherally

Product knowledge
- Higher objective knowledge for utilitiarian products than hedonic products (meaning usefulness)
- Higher subjective knowledge for hedonic products than utilitarian products (make you feel good)

Question 14

What is dissonance

Answer 14

Regrets! There is cognitive dissonance and post purchase dissonance
Ways to reduce post-purchase dissonance
1. Rationalize decision
2. Seek advertisements that support choices (avoid competitive ads)
3. “Sell” friends on the positive features of the purchase
4. Seek reassurance from satisfied owners

Question 15

Explain attribution theory

Answer 15

Self perception attribution (when something goes well, you take credit, but if it goes poorly, you are quick to blame)

Defensive attribution

Foot-in-the-door technique

Door-in-the-face technique

Question 16

What is defensive attribution?

Answer 16

People generally accept (or take) credit for sucess (internal attribution), but assign failure to others or outside events (external attribution)

Question 17

Explain the difference between foot-in-the-door-technique and door-in-face-technique

Answer 17

Foot in the door - customers will consider their prior action. For example you said yes once so you will do it again

Door in the face - starts with a big request, then bring that down so it seems more manageable