Chapter 7 (lecture 5)

Question 1

What are beliefs?

Answer 1

Non-evaluative judgements or ratings about products attributes and benefits

Question 2

What are attributes?

Answer 2

The specific features or characteristics of a brand (size price, style etc).

Question 3

What are benefits?

Answer 3

The outcomes or consequences that follow from each attribute (safety, trendy)

Question 4

What are the three attribute categories?

Answer 4

1. Search attributes: examine a product without buying it (color of a product)
2. Experience attributes: judged or rated only by using a product (taste, smell, feel)
3. Credence attributes: judged or rated after extended use (reliability, durability, safety)

Question 5

What are descriptive beliefs?

Answer 5

Beliefs based on direct experience with a product

Question 6

What are informational beliefs?

Answer 6

Beliefs based on indirect experience or on what other people tell us (WOM)

Question 7

What are inferential beliefs?

Answer 7

Beliefs that go beyond the information given. Example: when a product is expensive, you might think that the quality is also good.

Question 8

What are attitudes?

Answer 8

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

Question 9

What are the two main components of evaluative judgements?

Answer 9

1. Direction (positive, negative, neutral)

2. Extremity (weak, moderate, strong)

Question 10

Zanna and Rempel developed a theory suggesting that attitudes can be based on: …

Answer 10

1. Cognition (Beliefs)
2. Affects (feelings, moods, emotions)
3. Behavior

Question 11

What is the most important determinants of the amount or extent of thinking?

Answer 11

The level of involvement, the personal relevance and importance of an issue or situation

Question 12

What is enduring involvement?

Answer 12

Involvement with an issue or topic

Question 13

What is situational involvement?

Answer 13

Involvement based solely on unusual circumstances or specific conditions

Question 14

Which models of attitude deal primarily with high involvement conditions?

Answer 14

1. Expectancy value models
2. Theory of reasoned action
3. Information integration theory

Question 15

Which dual process models of attitude formation assume that consumer think a great deal when involvement is high, but they don’t think when involvement is low?

Answer 15

1. Elaboration likelihood model (central vs peripheral)

2. Heuristic/systematic (systematic/heuristic route)

Question 16

What are expectancy value models?

Answer 16

These models suggest that attitudes toward a product depend on consumers’ subjective evaluation of the product’s attributes multiplied by the expectancy that the product possesses each attribute