Chapter 7: Attitudes 🛍

Question 1

Attitude:

Answer 1

A lasting and general evaluation of people, objects, places, behaviours or ideas.

Question 2

Attitude: Affective Component

Answer 2

How a consumer feels about an object.

Ex: I like Lululemon.
Ex: How do you feel about Lululemon/ how does it make you feel?

Question 3

Attitude: Behavioural component

Answer 3

If consumers intend to do something with an object.

Ex: Do you intend to buy X? Are you likely to adopt X? Would you recommend X to your friends?

Question 4

Attitudes: Cognitive component

Answer 4

What consumers BELIEVE about an object.

Ex: I believe Lululemon offers 100 different types of leggings.
Ex: How friendly do you think Lululemon is as a brand? Do you believe that Lululemon is better than other athletic brands?

Question 5

Principle of cognitive consistency:

Answer 5

Consumers value harmony between their beliefs, actions, feelings (among their attitudes).

Question 6

Cognitive dissonance:

Answer 6

The uncomfortable tension from having conflicting attitudes.
Ex: “Traveling by plane is convenient,” and “I believe plans are very polluting.”

Question 7

Rationalization:

Answer 7

Reducing cognitive dissonance: changing behaviours, add consonant attitudes (believe something else instead that alleviates the dissonance), discard the dissonant attitudes (ex: “polluting plans… that’s fake news.”)

Question 8

Attitude Consistency: Balance Theory

Answer 8

A tried structure that includes a person, the perception of attitude object, and the perception of another person.

Suggests that people like harmony in their social relationships and attitudes.

If there is an imbalance -> restore balance by changing their attitudes towards the object or their social relationships.

Attitude towards themselves, attitude towards another person (positive or negative) (and the others’ attitude towards the object: positive or negative), and attitude towards an object (positive or negative).

Question 9

Influencing Attitudes: Commitment and Consistency

Answer 9

We want to act consistently with our stated commitments.

• Door-in-the-face technique
• Foot-in-the-door technique
• Low-ball technique

Question 10

Influencing Attitudes: Normative Influence

Answer 10

Relying on others’ attitudes to guide our own.

Question 11

Influencing Attitudes: Reciprocity

Answer 11

Feeling obligated to return favours because we feel indebted.

Question 12

Influencing Attitudes: Liking

Answer 12

We tend to say “yes” to things we like (people we like, for example).

Question 13

Influencing attitudes: Authority

Answer 13

We trust experts so our attitudes changes.

Question 14

Influencing attitudes: Scarcity

Answer 14

We like things that are scarce, available in limited supply.

Question 15

Door-in-the face technique:

Answer 15

Ask for a big favour first, then ask for a smaller one (or adjust it down).

Question 16

Foot-in-the-door technique:

Answer 16

Start with a small request, then ask for a bigger one.

Ex: Have people sign a petition, then ask them for money.

Question 17

Low-ball technique:

Answer 17

Change the initial “smaller” agreement for a bigger one.

Example: Advertise a price, then once agreed, add lots of fees.

Question 18

Normative influence:

Answer 18

Relying on others’ attitudes to guide our own.

Question 19

Informational conformity:

Answer 19

Thinking that “the group must be right.”

Question 20

Normative conformity:

Answer 20

Knowing that the group is wrong, but going with what everyone else thinks to fit in (the fear of being excluded).

Marketing: Beneficial share the number of people who purchased the product, customer reviews, testimonials, build communities of users, use generational branding.

Question 21

Injunctive norms:

Answer 21

Behaviours that are perceived to be approved by others.

Ex: “Average grade for Undergraduate courses should be 75%.”

Question 22

Descriptive norms:

Answer 22

Perceptions of how other people are actually behaving, whether or not these are approved of.