Chapter 5

Question 1

Functional theory of attitude (4)

Answer 1

• Utilitarian function: related to rewards and punishment (ex -tide : stain, tide, stained removed)
• value expressed function: express consumer value or self-concept (ex - starbucks: organic, fair trade certified)
• ego-defensive function: protect ourselves from external threats or internal feelings ( ex - Maybelline: fine lines, dark circles)
• knowledge function: need for order, structure or meaning (ex - telephoto camera)

Question 2

ABC Model of Attitude

Answer 2

Affect: the way a consumer feels about an attitude object (Feeling) - ex : I love apple products

Behaviour: Person intentions to do something with regards to an attitude object (Doing) - ex: Spending intention

Cognition: beliefs a consumer has about an attitude object (Knowing) - ex: saying product has so many good features

Question 3

Hierarchies of affect (3)

Answer 3

• high-involvement hierarchy
• low-involvement hierarchy
• experiential hierarchy

Question 4

High-involvement Hierarchy

Answer 4

Cognition - affect - behaviour = attitude based on cognitive information processing

ex: learn about car , like it and buy it

Question 5

Low-involvement Hierarchy

Answer 5

Cognition - behaviour - affect = attitude based on behavioural learning processes

ex: simpson = knows the girl has long hair , gets married , then get to know the girl

Question 6

Experiential Hierarchy

Answer 6

Affect - behaviour - cognition = attitude based on hedonic consumption

ex: see girl : love and first sight, ask to marry, then you start knowing things about her

Question 7

How to form attitude

Answer 7

• classical conditioning : repeated often
• instrumental conditioning : reinforcement
• observational learning : modelling
  note: unlike personality, attitudes are expected to changes as a function of experience

Question 8

degree of commitment

Answer 8

o Compliance
 Lowest level: consumer forms attitude because it gains rewards or avoids punishment
 Ex: really thirsty but in vending machine there’s only Pepsi = buy a pepsi

o Identification
 Mid-level: attitudes formed in order to conform to another person or group
 Ex: high schoolers all listen to Justin Bieber because you want to fit in

o Internalization
 Highest level: deep-seeded attitude become part of consumer value system
 Ex: bike riders: all loyal to their brands

Question 9

Cognitive consistency

Answer 9

o Value/ seek harmony among thoughts, feeling and behaviours
o We will change components to make them consistent
o The dynamic attribute of attitude

Question 10

Cognitive dissonance and harmony

Answer 10

• Example: two cognitive elements about smoking
  o I know that smoking causes cancer
  o I smoke cigarettes
   Solution: stop smoking = change behaviour
   Solution : convince yourself that smoking is okay = selection perception
   Solution : find a justification

Question 11

Balance theory

Answer 11

• Relations among element that a consumer might perceive as belonging together
  o Alex wants to date Larry; Alex has a positive sentiment towards Larry
  o Larry wears earring; has a positive attitude towards earring
  o Alex doesn’t like men who wear earing; has a negative sentiment towards earring

Question 12

Multi-attribute attitude models: consumers attitude toward an attitude object depends on beliefs she has about several or many attributes of the object

Answer 12

Three elements
o	Attributes of Ao
	Ex: personality, education
o	Beliefs about Ao
	Ex: extrovert , PHd
o	Importance weights
	Ex: stresses personality over education