Chapter 11: Part 1

Question 1

Affective component

Answer 1

feelings or emotional reactions to an object

Question 2

Component cycle

Answer 2

Affective component (feelings) → Behavioral component (response tendencies) → Cognitive component (beliefs)

Question 3

At least six factors may account for inconsistencies between measures of beliefs and feelings and observations of behavior:

Answer 3

1. Lack of need
2. Lack of ability
3. Relative attitudes
4. Attitude ambivalence
5. Weak beliefs and affect
6. Interpersonal and situational influences

Question 4

Four basic marketing strategies

Answer 4

change beliefs, shift importance, add beliefs, and change ideal

Question 5

Change beliefs

Answer 5

involves shifting beliefs about performance of the brand on one or more attributes

Question 6

Shift importance

Answer 6

most consumers consider certain aspects of a product more important than others, marketers try to convince consumers that those attributes on which their brands are relatively strong are the most important

Question 7

Add beliefs

Answer 7

adding new beliefs into a consumer’s belief structure

Question 8

Change ideal

Answer 8

change the perception about an ideal brand or situation

Question 9

Classical conditioning

Answer 9

in this approach, a stimulus that the audience likes, such as music, is consistently paired with the brand name

Question 10

What happens with classical conditioning over time?

Answer 10

some of the positive affect associated with the music will transfer to the brand

Question 11

Elaboration likelihood model (ELM)

Answer 11

theory about how attitudes are formed and changed under varying conditions of involvement

Question 12

Peripheral route

Answer 12

result of low involvement, consumer forms impressions of the brand based on exposure to readily available cues in the message regardless of their relevance to the brand or decision