Attitude and Attitude Change

Question 1

Define Attitude

Answer 1

Way we think/feel about and act towards some aspect of our environment.

Question 2

Factor which affect attribute

Answer 2

1. Favourability
2. Strength
3. Intensity
4. Confidence

Question 3

What does the Tri-component attribute model consist of?

Answer 3

1. Cognitive (beliefs) - reflect knowledge
2. Affective (feelings) - vague feeling, w/o cognitive info. Changes depending on situation
3. Behavioural (response tendencies)

Question 4

Define Principles of Cognitive Consistency

Answer 4

all 3 attitude components are consistent with each other.

Question 5

List the 7 factors that can reduce consistency between the 3 components.

Answer 5

1. favourable attitude requires motive/need (problem recog.)
2. Ownership requires ability
3. Trade offs within/between product category
4. c/a is weak = additional info whilst shopping will give way to new attitudes
5. oth household members
6. items purchased for/in specific situations
7. not all aspects of attitudes are manifest

Question 6

Measurement of attitude components

Answer 6

C: lack/inaccuracy of product knowledge could hinder attitude

A: how C feel about product

B: strength of intention

Question 7

Define Social Marketing

Answer 7

Designed to change societal attitudes to enhance public health and wellbeing.

Question 8

Changing Cognitive Component.

Answer 8

1. Change beliefs about attributes of brand
2. Change relative importance of these beliefs
3. Adding new beliefs

Question 9

Changing Affective Component.

Answer 9

1. Classical Conditioning
2. Affect towards ad
3. Mere exposure

Question 10

Changing Behavioural Component.

Answer 10

• based primarily on operant/instrumental/conditional

- induce ppl to purchase/consume product/ try it out

Question 11

Explain ELM

Answer 11

Elaboration Likelihood Model: how attitudes form/change under different conditions of involvement

• high
• low

Question 12

Define Source Credibility

Answer 12

degree to which source message is viewed as credible/believable

• trustworthiness (friends)
• expertise (sales staff)

Question 13

Define Sleeper effect

Answer 13

Influence is easier when source is viewed as highly credible

Question 14

Risk of celeb sources

Answer 14

• ensure response is favourable to spokesperson

- future event/behaviour of celeb may affect credibility

Question 15

Appeal Characteristics

Answer 15

Bstorm.

Question 16

Value-expressive vs. Utilitarian appeals

Answer 16

1. Personality of product

2. functionality/benefits of product

Question 17

One-sided vs. Two-sided messages

Answer 17

1. benefits of product only
2. good and bad points of product
   - > ability to change strong attitudes
   - > highly edu consumers

Question 18

What can non-verbal components do?

Answer 18

• can be affective in producing attitude change

- can affect cognition about product

Question 19

Define benefit segmentation.

Answer 19

Consumers grouped into segments on basis of their similarity/difference regarding the attribute benefits they look for.

Question 20

Explain the process of Product development.

Answer 20

1. Construct profile segment of consumers’ ideal level of performance
2. Create product concept that closely matches ideal profile (write/pic/actual prototype)
3. Translate concept into an actual product