Week 6 - Attitude formation and attitude change

Question 1

What are the three things that attitude depend on

Answer 1

• Favourability (positive or negative)
• Intensity (how strong the attitude)
• Confidence (how confident that the attitude is right)

Question 2

What are the four functions of attitude

Answer 2

• Utilitarian function
• Value expression
• Ego defensive functon
• Knowledge function

Question 3

What is the utilitarian function

Answer 3

• attiude based on wheather product provides pleasure or pain

Question 4

What is the value expression function

Answer 4

• attitudes say soemthing about persons value or self-concept e.g if you like sustainability you will like brand that express the same value

Question 5

What is the ego-defensive function

Answer 5

• attitude protects the ego

Question 6

What i the abc model of attitudes

Answer 6

• affect
• behvaiour
• cognition

Question 7

What is the knowledge function

Answer 7

attitude helps with understanding the world

Question 8

What is the standard learning hierarchy

Answer 8

learn–> feel–> do–> attitude based on cognition

• highly involved in the purchase decision
• high risk
• problem solving process

Question 9

What is hierarchy of effects

Answer 9

• explains consumers relationship between thoughts, feelings and behvaiours in relation to marketing communication

Question 10

What are the four hierarchy of effects

Answer 10

• standard learning hierarchy
• low invovlement hierarchy
• experiential hierarchy
• behavioural hierarchy

Question 11

What is low involvement hierarchy

Answer 11

feel–>do–>learn –> attitude based on behaviour

• consumers do not have strong initial preferences
• low involvement products
• liekly to come through behavioural learning

Question 12

What is the involvement paradox

Answer 12

• the less important the product the more important the marketing

Question 13

What is the experiential hierarchy

Answer 13

feel–>do–>learn–> based on hedonic consumption

• consumers act based on emotional reactions
• how does a product make this consumer feel

Question 14

What is the behavioural hierarchy

Answer 14

do–>learn–>feel–> based on triggers from the external environment

• formation of attitudes in response to behaviours
• behvaiour becomes before belief an affect

Question 15

How do you reduce cognitive dissonance

Answer 15

Make sure attiudes, beliefs and cognition are all consistent

Question 16

What are the three emotional dimensions

Answer 16

• pleasure
• arousal
• intimidation

Question 17

What model can be used to descrive attitudes

Answer 17

Feishbein model