Chapter 4 (lecture 2)

Question 1

What are beliefs?

Answer 1

Beliefs are non-evaluative judgments about the products attributes and benefits

Question 2

What are attributes?

Answer 2

Attributes are specific features or characterestics of a brand.

Question 3

What are benefits?

Answer 3

Benefits are the outcomes or consequences that follow from each attribute (safety, exclusivity, trendy).

Question 4

What are the three possible attribute categories?

Answer 4

1. Search attributes
2. Experience attributes
3. Credence attributes

Question 5

What are search attributes?

Answer 5

Attributes that can be judged or rated simply by examining a product without necessarily being it (brand name, price, packaging design).

Question 6

What are experience attributes?

Answer 6

Attributes that can be judged or rated only by using a product (taste or smell)

Question 7

What are credence attributes?

Answer 7

Attributes that can be judged or rated only after extended use (reliability, durability or safety)

Question 8

What are descriptive beliefs?

Answer 8

Based on direct experience with a product or what we see with our own eyes or hear with our own ears.

Question 9

What are informational beliefs?

Answer 9

Based on indirect experience or on what people tell us (WOM).

Question 10

What are inferential beliefs?

Answer 10

Beliefs that go beyond the information given. Consumers often draw their own conclusion. For example: cheap - bad quality.

Question 11

What is a halo effect?

Answer 11

If a brand is judged favorably on one key attribute, it must be good on other attributes

Question 12

What is a devil effect?

Answer 12

If a brand is judged unfavorably on an important attribute, its other attributes must be also poor.

Question 13

What are attitudes?

Answer 13

Evaluative judgements or rating of how good or bad, favorable/unfavorable consumers find a particular person, place, thing or issue.

Question 14

What are strong attitudes?

Answer 14

Strong attitudes tend to be highly accessible from memory, maintained with high confidence, held with little uncertainty, and high correlated with beliefs (high evaluative-cognitive consistency).

Strong attitudes are difficult to change and have a great deal of impact on other judgments and on behavior.

Question 15

What are weak attitudes?

Answer 15

Weak attitudes are relatively inaccessible from memory, kept with low confidence, held with high uncertainty, and exhibit low evaluative-cognitive consistency. Weak attitudes don’t guide thoughts.

Question 16

What is the Zanna and Rempel’s model?

Answer 16

It is a theory that suggests that attitudes can be based on cognition, affect or behavior. They have a reciprocal relationship.

Question 17

What do favorable attitudes lead consumers to?

Answer 17

• Focus on favorable beliefs rather than unfavorable beliefs
• Focus on positive feelings rather than on negative feelings
• Increase the likelihood that consumer will buy and or consume the product

Question 18

What is involvement?

Answer 18

The personal relevance and importance of an issue or situation

Question 19

What is enduring involvement?

Answer 19

Involvement with a particular issue or topic. Here the consumer’s level of interest in the topic are fundamental and decides the level of involvement.

Question 20

What is situational involvement?

Answer 20

It is solely based on special circumstances or specific condition. Here any personal relevance that a consumer develops for a situation is ephemeral or short lived.

Question 21

What is the theory of reasoned action?

Answer 21

It suggests that beliefs are added together to form attitudes and, as the number of favorable beliefs increases, the amount of favorable attitude also increases.

Question 22

What is the information integration theory?

Answer 22

It suggests that beliefs are added together to form attitudes. However the IIT suggests that beliefs are averages together to form attitudes.

Atittude + importance weight of each attribute + evaluation of each attribute on a scale -3/+3

Question 23

What are dual process models?

Answer 23

They assyme that consumers think a great deal when involvement is high but they don’t think much when involvement is low. Which these models there are two different routes to persuasion. Two examples are ELM and hearistic/systematic model.

Question 24

What is the ELM?

Answer 24

Elaboration likelihood model. It suggests that there are two different routes to persuasion: central and peripheral route.

Question 25

What is the central route (ELM)?

Answer 25

Consumers are likely to follow this route when involvement is high and the ability to think about a marketing claim is high.

Question 26

What is the peripheral route (ELM)?

Answer 26

When involvement is low or when the ability to hink about a marketing claim is low, consumers are likely to follow the peripheral route.

Question 27

What is the heuristic/systematic model?

Answer 27

It also follows two routes of persuasion: systematic and heuristic route.

Question 28

What is the systematic route?

Answer 28

When involvement is high and when consumers are able to think carefully about a persuasive message, consumers follow the systematic route.

Question 29

What is the heuristic route?

Answer 29

When involvement is low or when consumers are unable to think carefully about as message, consumers follow the heuristic route.

Question 30

What are the parameters of judgement?

Answer 30

1. Perceived relevance of the information
2. Task demands
3. Cognitive resources
4. Non-directional motivation
5. Directional motivation