Chapter 8

Question 1

Define attitude

Answer 1

A learned predisposition to behave in a consistently favorable or unfavorable manner with respect to a given object

Question 2

What is the attitude object?

Answer 2

Specific consumption/marketing concept such as product, category, brand, advert. “focal” point. “what is their attitude towards X”

Question 3

Are adverts a learned predisposition?

Answer 3

Yes, attitudes relating to purchase behaviour are formed as a result of direct experience with the product, WOM, advertising.

Question 4

Are attitudes synonymous with behaviour?

Answer 4

No, they reflect a favourable/unfavourable evaluation of the attitude object. They may propel someone to behave

Question 5

How consistent are attitudes?

Answer 5

We expect consumer behaviour to correspond with their attitudes. However it depends on the situation

Question 6

Explain how attitudes occur within a situation

Answer 6

Events and circumstances can influence the relationship between an attitude and behaviour
o Specific situations can cause consumers to behave inconsistently with their attitudes
o Attitudes comes from a particular situation / application
Might have a proclivity to a certain brand but can’t afford

Question 7

List the types of models of attitudes

Answer 7

o Tri-component model
o Multi-attribute model
o Theory of trying-to-consume model
o Attitude toward-the advert model

Question 8

Describe the tri-component model and its elements

Answer 8

Attitude consists of three main components:
o Cognitive - Knowledge and perception acquired by combination of experiences with the attitude object and related information from various sources
o Affective - emotional feelings towards product/brand; evaluative; capture direct assessment of attitude object (happy, sad, anger)
o Conative - likelihood that an individual will undertake specific action/behave towards attitude object; expression of consumer’s intent to buy

Question 9

List the three multi-attribute models

Answer 9

1. Attitude-toward-object model:
2. Attitude-toward-behaviour model:
3. theory-of-reasoned-action model

Question 10

Describe the Attitude-toward-object model:

Answer 10

function of the presence of certain product-specific attributes; favor those with adequate no. of positive attributes, disdain for those without adequate or negative attributes

Question 11

Describe the Attitude-toward-behaviour model:

Answer 11

This looks at the behaviour or acting with respect to an object rather than the object itself (attitude about buying a BMW, maybe far away dealership)

Question 12

Describe the Theory-of-reasoned-action model:

Answer 12

Takes into account attitude and subjective norms -> intention - >
TPB - adds control

Question 13

Describe the theory of trying to consume model:

Answer 13

Accounts for when actions aren’t certain but instead shows the attempts of a consumer’s consumption
Examples: failure of stove, try stop smoking

Question 14

Describe the attitude towards advert model:

Answer 14

A model that proposes that a consumer forms various feelings (affects) and judgments (cognitions) as the
result of exposure to an advertisement, which, in turn, affect the consumer’s attitude toward the ad and attitude toward the brand.

Question 15

How are attitudes learned?

Answer 15

– Conditioning & experience

– Knowledge & beliefs

Question 16

What sources influence the formation of attitudes?

Answer 16

– Personal experience
– Influence of family
– Direct marketing and mass media

Question 17

How does personality influence formation of attitudes?

Answer 17

– High need for cognition: value product-related info

– Low need for cognition: value attractive/famous person

Question 18

List the 5 strategies of attitude change: NB

Answer 18

1. Changing the basic motivational function
2. Associating the product with an admired group/event/cause
3. Resolving two conflicting attitudes
4. Altering components of the multi-attribute model
5. Changing beliefs about competitors’ brands

Question 19

According to the changing motivational function strategy, attitudes can be classified in terms of four functions:

Answer 19

1. Utilitarian - product in past been helpful=favourable attitude; show people product has use they haven’t considered
2. Ego-defensive - Self-image must be protected by securing a sense of security and personal confidence = acknowledge this
3. Value-expressive - attitudes are expression of consumers general values; a positive attitude towards a product in specific segment means likely positive attitude to another in same segment
4. The knowledge function - cognition need (need to know about product)

Question 20

Strategy: Associating the product with an admired group/event/cause

Answer 20

By having an attitude to a cause, sponsoring the cause leads people to develop same attitude to sponsor. Cause correlated to sponsor.

Question 21

Strategy: Resolving two conflicting attitudes

Answer 21

change can often lead to conflict among two different attitudes
= If consumers see that there is no conflict between one of their attitudes and another attitude, they may change their mind.

Question 22

Strategy: Altering components of the multi-attribute model

Answer 22

1. Changing relative evaluation of attributes - cross over natural differences
2. Changing brand beliefs - most common - “product has more, is better”
3. Adding attribute - improvement from technological advancement
4. Changing overall brand rating - “worlds best selling”

Question 23

Strategy: Changing beliefs about competitors brands

Answer 23

“their product causes x”

Question 24

Define cognitive dissonance theory

Answer 24

discomfort occurs when a consumer holds conflicting thoughts about a belief or an attitude object.

Question 25

Define attribution theory

Answer 25

A theory concerned with how people assign causality to events on the basis of their own or other people’s behaviour. “why did i do this”

Question 26

Attribution theory: Self-perception theory:

Answer 26

Consumers look at their own behaviour to infer attidude
Consumers who internalise attribution will give themselves credit; those who externalise attribution will give the program credit
defensive attribution theory - accept credit personally and blame failure on others

Question 27

Explain the foot-in-the-door technique

Answer 27

Compliance with small request affects subsequent compliance with larger request

Question 28

Door-in-the-face technique

Answer 28

Big request followed by reasonable request

Question 29

Attribution towards others

Answer 29

WHY is this other person acting or saying this thing, are they genuine or trying to sell

Question 30

Attribution towards things

Answer 30

Why does this product meet or fail expectations

Question 31

How we test our attributions:

Answer 31

→ Distinctiveness: Consumer attributes an action to a particular product/person if the action occurs when the product/person is present and does not occur in its absence
→ Consistency over time: When both the product/person is present, and the
consumers’ inference/reaction must be the same or nearly so
→ Consistency over modality: The interference/reaction must be the same even
when the situation in which it occurs varies
→ Consensus: The action is perceived in the same way by other consumers