Chapter 7

Question 1

The Functional Theory of Attitudes

Answer 1

• Utilitarian function
• Value-expressive function
• Ego-defensive function
• Knowledge function

Question 2

ABC model of attitudes

Answer 2

Affect, behaviour, cognition.

Question 3

Affect

Answer 3

The way you feel about the attitude object.

Question 4

Behaviour

Answer 4

What you intend to do with regards to the attitude object

Question 5

Cognition

Answer 5

What you think/believe about the attitude object.

Question 6

Donating blood example 1

Answer 6

Question: What is your attitude towards donating blood?

Cognition: blood donations, help, sick people, and save lives.
Affect: I feel the donating blood is very nice.
Behaviour: I will probably donate blood.

Question 7

Donating blood example 2

Answer 7

Question: what is your attitude towards donating blood?

Cognition: blood donations, pain, nausea, and health risks.
Affect: I feel the donating blood is very scary.
Behaviour: I probably won’t donate blood.

Question 8

Hierarchy of effects

Answer 8

High involvement: beliefs –> affect –> behaviour –> attitude (based on cognitive information processing)

Low involvement: beliefs –> behaviour –> affect –> attitude (based on behavioural learning processes)

Experiencial/Zajonc’s Model: affect –> behaviour –> beliefs –> attitude (based on hedonic consumption)

Question 9

The high Involvement hierarchy

Answer 9

This is the standing learning hierarchy. it assumes high consumer involvement, as well as cognitive learning such as problem-solving, and motivation to process information. This often result in strong brand loyalty.

Meaning, they make an informed decision based on research and problem-solving in order to find the best shampoo for them.

Question 10

Low involvement hierarchy

Answer 10

The consumer does not have strong brand preference and is not motivated to process information. the evaluation is formed after the fact, caused by classical and instrumental conditioning.

Meaning, they buy the new shampoo and test it out, then decide whether they do or do not like it.

Question 11

The experiential hierarchy

Answer 11

Consumers act based on their emotions.

Meaning they experience a bad haircut and fuelled by their anger or disappointment purchase any shampoo they believe will make them feel better, then for their opinion on this shampoo.

Question 12

Attitude commitment

Answer 12

Art degree of commitment is related to the level of involvement with the attitude object.

Compliance: superficial
Identification: social consequences
Internalization: part of someone’s value system, loyalty.

Question 13

Principle of cognitive consistency

Answer 13

We value harmony among our thoughts, feelings, and behaviours

Question 14

Cognitive dissonance

Answer 14

This arises from choosing between two or more desirable options.

Are desire for harmony, motivates us to reduce dissonance: eliminate behavior, belief, or change and attitude

Question 15

Strategic applications of the multi-attribute model

Answer 15

• capitalize on relative advantage: convince consumers that certain product attributes are important in brand choice
• strength and perceived product and attribute linkages: if consumers don’t associate certain attributes with make the relationship stronger.
• add a new attribute: focus on a unique positive attribute that consumers have not considered
• influence, competitors ratings: downplay, or decrease the appeal of the attributes/features of competing brands.

Question 16

Extended Fishbein Model = Theory of Reasoned Action (TORA)

Answer 16

TORA considers other elements of predicting behaviour:

• intentions versus behaviour: this means measure behavioural intentions, not just intentions
• social pressure: acknowledge the power of other people in purchasing decisions
• subjective norm: what we believe other people think that we should do
• attitude towards buying: measure attitude towards the act of buying, not just the act towards the product

Question 17

Obstacles to predicting behaviour

Answer 17

(based on TORA model)
1. doesn’t deal with outcomes of behavior, including those beyond the consumers control
2. Doesn’t consider unintentional behavior, such as impulsive act, or novelty seeking
3. Does not adjust for level of abstraction
4. Does not consider the timeframe between attitude, measurement, and behaviour.
5. Does not differentiate between consumer’s direct, personal experience, and indirect experience.