attitude Flashcards
What is the definition of attitude in consumer behavior?
A learned tendency to respond to an object in a consistently favorable or unfavorable way
Attitude can also be conceptualized as a summarized evaluation of an object.
What motivates consumers to buy or not buy particular products or brands?
Attitude
What are the four types of psychological functions that attitudes meet?
- Utilitarian
- Knowledge
- Value-Expressive
- Ego-Defensive
What does the Utilitarian Function of attitude entail?
Developing attitudes toward products for overall pleasure or pain
What is the Value-Expressive Function of attitude?
Forming attitudes to relate to general values, lifestyle, and outlook
What is the Knowledge Function of attitude?
Creating order, structure, or meaning; a standard of evaluation
What does the Ego-Defensive Function of attitude protect?
Self-concept (self-image) and self-ego from threats, anxieties, and insecurities
Name a source of attitude formation.
- Personal Experience
- Family and Friends
- Mass Media Exposure
- Direct Marketing
How does personality influence attitude formation?
Personality traits significantly influence the formation of attitudes, especially for those with a high need for cognition
What are the three components of the ABC Model of attitude?
- Affective (feelings)
- Behavioral (actions)
- Cognitive (beliefs)
What is the Standard Learning Hierarchy?
Think → Feel → Do; assumes a problem-solving process when making a purchase decision
Describe the Low Involvement Hierarchy.
Think → Do → Feel; consumer acts based on limited knowledge and evaluates after purchase
What is the Experiential Hierarchy of effects?
Feel → Do → Think; actions are based on emotional reactions and intangible product attributes
What is an example of the Affective component of attitude?
I hate the way the waiters treat their customers.
What is an example of the Behavioral component of attitude?
I am going to make a complaint about that restaurant.
What is an example of the Cognitive component of attitude?
I believe that restaurant has very bad service.
True or False: Attitudes can be changed to determine branding strategies.
True
Fill in the blank: Attitude can also be conceptualized as a _______.
[summarized evaluation of an object]
What is the role of mass media in attitude formation?
It serves as a source of exposure that can influence consumer attitudes.
What is the significance of the Ego-Defensive Function in consumer behavior?
It helps protect self-image and ego from perceived threats.
What do marketers need to ensure regarding consumer attitudes after purchase?
Consumers maintain these attitudes to encourage repeat purchases.
What is the affective component of attitude towards Yeezy?
Yeezy gives good vibes and is loved for being cool, trendy, and appealing.
The affective component relates to feelings and emotions towards a brand.
What is the behavioral component of attitude towards Yeezy?
Preference for Yeezy over Nike and influence from friends who have bought it.
The behavioral component involves the actions or intentions to act in a certain way towards a brand.
What is the cognitive component of attitude towards Yeezy?
Yeezy has a very good shock absorption feature and is light due to Boost technology.
The cognitive component pertains to beliefs and thoughts about a brand.
What is the significance of Kanye West in relation to Adidas Yeezy?
Kanye West-designed Adidas sneakers are considered one of the biggest status symbols in the sneaker world.
This highlights the cultural impact of celebrity endorsements in fashion.
Identify the hierarchy of effects in Jon’s scenario regarding Yeezy.
Experiential Hierarchy.
This hierarchy involves emotional responses leading to a purchase.
Explain the hierarchy of effects in Rita’s scenario before buying Yeezy.
Standard Learning Hierarchy.
Involves research and rational evaluation before making a purchase.
What hierarchy of effects applies to Jack’s experience with Yeezy?
Low Involvement Hierarchy.
His decision was influenced by peer perception rather than in-depth analysis.
What does the Multi-Attribute Model assume about consumer attitudes?
A consumer’s attitude towards an object depends on their beliefs about its attributes.
This model is used to measure overall attitudes based on specific beliefs.
List the ways a belief can be changed according to the Multi-Attribute Model.
- Capitalise on Relative Advantage
- Strengthen Perceived Product/Attribute Linkage
- Add a New Attribute
- Influence Competitors’ Ratings
These strategies help improve consumer attitudes towards a brand.
What is the strategy for changing cognitive components using the Multi-Attribute Model?
Adding a new attribute to improve attitude towards the brand.
Example: Samsung advertising a new curved screen.
What is a marketing strategy for changing the affective component?
Repeated association of the brand with positive stimuli like celebrities.
This is based on classical conditioning principles.
What is the impact of operant conditioning on consumer behavior?
It applies rewards and punishments to influence attitudes and behavior.
Example: Negative social feedback leading to a change in smoking behavior.
What component of attitude needs to be changed for Under Armour to succeed?
The emotional component of attitude towards the brand.
This involves aligning with sports fans’ emotions during significant events.
What is a suggested strategy for Adidas to win back market share?
Implement creative promotional activities.
This is aimed at appealing to rational evaluations during festive periods.
What consumer attitude component needs change due to Adidas’ new logo introduction?
Cognitive component regarding brand identity.
Consumers misunderstood the logo change as a shift in brand focus.
What was the outcome of RedMart ceasing operations?
All RedMart products were integrated into the Lazada app.
This consolidation impacted customer shopping behavior.
What is the significance of consumer attitudes in the context of Lazada and RedMart?
Attitudes formed by previous experiences with both apps influence current shopping decisions.
This reflects consumer loyalty and adaptation to changes in service delivery.
What section of the Lazada app integrates RedMart?
RedMart on Lazada (ROL)
This section allows customers to shop for groceries within the Lazada app.
What was a common user experience issue consumers faced with the RedMart on Lazada integration?
Confusing user experience (UX)
Consumers found it difficult to locate products they wanted to buy.
What was the overall consumer attitude towards the RedMart integration into Lazada?
Negative attitude
Many users felt discontent with the integration, perceiving it as profit-driven.
What motivated consumers to post negative remarks online about Lazada?
Perception of profit motivation
Consumers believed Lazada aimed to profit from RedMart’s customer base rather than enhance grocery shopping.
What are the components of attitude that consumers developed towards Lazada?
Utilitarian, Ego-Defensive, Value Expressive, Knowledge
These components reflect different reasons for their negative feelings about the integration.
What hierarchy of effects model explains consumer attitudes towards the Lazada app?
Standard Learning Hierarchy
Consumers weighed pros and cons before deciding to switch to alternatives like Fairprice Online.
Fill in the blank: Consumers were highly dismayed and disappointed by the _______ into Lazada.
RedMart integration
What is one strategy to change consumer attitudes towards Lazada?
Capitalize on Relative Advantage
Highlighting Lazada’s wider range of products beyond groceries can attract consumers.
True or False: Consumers expressed negative attitudes towards Lazada due to the lack of product comparison features.
True
The removal of this feature hindered their ability to make informed purchase decisions.
What function does the ego-defensive component of attitude serve?
Protects self-esteem and social image
Consumers may feel embarrassed to express positive views about Lazada.
What is the experiential hierarchy of attitude formation?
Feel -> Do -> Think
Some consumers formed their attitudes based on feelings of anger before rationalizing their actions.
What is a proposed method to influence consumer behavior towards Lazada?
Endorsement by trusted influencers
Using well-liked figures can create positive associations with Lazada.
What research findings indicate when attitudes align with behavior?
When attitudes result from personal experience or expertise
Such conditions increase the likelihood that attitudes will influence behavior.
What type of conditioning links a positive experience with Lazada to consumer behavior?
Operant Conditioning
This can be done through loyalty programs and rewards for continued app usage.
What is the knowledge function of attitude?
Helps organize information to make better purchase decisions
Consumers dislike the new Lazada app for not providing necessary product information.
What is one way to strengthen perceived attribute linkage for Lazada?
Communicate more variety of grocery products available
This can help consumers see the benefits of using Lazada for groceries.
Fill in the blank: Consumers are likely to behave according to their attitudes when they expect a _______ outcome.
favorable
What is the value expressive function of attitude?
Reflects personal values and beliefs
Consumers may feel that Lazada’s actions contradict their values of honesty and customer care.
What is one criticism consumers have regarding the Lazada app compared to RedMart?
Less focus on delivering fresh groceries
Consumers worry that Lazada’s broader product range detracts from grocery service quality.
What type of hierarchy involves consumers making decisions based on limited knowledge?
Low Involvement Hierarchy
Consumers may boycott RedMart after hearing about its integration with Lazada.
