COBE week 5

Question 1

What is an attitude?

Answer 1

Attitude is a lasting, general evaluation of people (including oneself) objects, advertisements or issues.

Question 2

Name the attitude characteristics?

Answer 2

• is taught
• is consistent (stays likes his until challenged)
• recognizable
• tied to an object

Question 3

What are the attitude functions?

Answer 3

• knowledge function (interpretation of information)
• Utilitarian function (pleasure or pain)
• Ego-defence function (hide your weak spot, to protect yourself)
• Value-express function (show who you are)

Question 4

What are the 3 components of attitude (ABC model)?

Answer 4

A = affect (feelings)
B = behaviour
C= cognition (facts/beliefs)

Question 5

What is the definition of homeostasis?

Answer 5

the drive to fulfil the need to reduce the arousal and come to a balanced state

Question 6

Why was the functional theory of attitudes developed?

Answer 6

to explain how attitudes facilitate social behaviour

Question 7

What does the elaboration likelihood model (ELM) do?

Answer 7

It assumes that once a consumer receives a message they begin to process it

Question 8

What route does a consumer take under conditions of high involvement?

Answer 8

The central route, the consumer is motivated to think deeply about the arguments presented.

Question 9

What route does a consumer take under conditions of low involvement?

Answer 9

The peripheral route, the consumer is likely to use other cues in deciding on the suitability of the message (e.g. the attractiveness of the source).

Question 10

What are peripheral cues?

Answer 10

Sources of information extraneous to the actual message content, they surround the actual message.

Question 11

What happens during the peripheral route?

Answer 11

Because consumers do not care about a product, the stimuli associated with it increase in importance.

Question 12

Why might it be good to create other models next to the ELM model?

Answer 12

The ELM model has its limits.
1. It does not really allow for a continuum of processing styles between the central and the peripheral route to persuasion, something which makes it quite simplistic
2. The explosion of the media scene and the interactivity between different media types has complexified the simple message structure that ELM builds on.

Question 13

What does the component ‘affect’ refer to?

Answer 13

refers to the way a consumer feels about an attitude object

Question 14

What does the component ‘cognition’ refer to?

Answer 14

refers to the beliefs a consumer has about an attitude object

Question 15

What does the component ‘behaviour’ refer to?

Answer 15

involves the person’s intentions to do something with regard to an attitude object

Question 16

What is the process of the attitude based on ‘cognitive’ information processing?

Answer 16

Beliefs -> Affect -> Behaviour

Question 17

What is the process of the attitude based on ‘behavioural’ learning processes?

Answer 17

Behaviour -> Affect -> Beliefs

Question 18

What is the process of the attitude based on ‘experiential’ consumption?

Answer 18

Affect -> Behaviour -> Beliefs

Question 19

What is consumer hyperchoice?

Answer 19

A condition where the large number of available options forces us to make repeated choices that may drain our psychological energy while, at the same time, decreasing our abilities to make smart decisions

Question 20

What is constructive processing?

Answer 20

A thought process where we evaluate the effort we’ll need to make a particular choice and then tailor the amount of cognitive ‘effort’ we expend to get the job done

Question 21

What is a mental budget?

Answer 21

It helps us to estimate what we will consume over time so that we can regulate what we do in the present

Question 22

What are the three possible courses of action when acting on dissatisfaction?

Answer 22

1. Voice response
2. Private response
3. Third-party response

Question 23

What is a voice response?

Answer 23

the consumer can appeal directly to the retailer for redress (e.g. a refund).

Question 24

What is a private response?

Answer 24

express dissatisfaction about the store or product to friends and/or boycott the store. Negative word of mouth (WOM) can be very damaging to a retailer’s reputation.

Question 25

What is a third-party response?

Answer 25

the consumer can take legal action against the merchant, register a complaint with the Ombudsman, or perhaps write a letter to a newspaper.

Question 26

What is an evoked set?

Answer 26

is defined as the brands that come to a consumer’s mind when a need for a product or service arises

Question 27

What is an inert set?

Answer 27

the set of brands that a consumer has no opinion about, neither good nor bad

Question 28

What is an inept set?

Answer 28

All the brands or products the consumer eliminates from further consideration are denoted . The consumer likely has poor experiences with the brand or product, or has heard of others’ bad experiences.

Question 29

What are the five types of perceived risk?

Answer 29

1. Monetary risk
2. Functional risk
3. Physical risk
4. Social risk
5. Psychological risk

Question 30

What is normative influence?

Answer 30

The reference group helps to set and enforce fundamental standards of conduct

Question 31

What type of reference groups are there?

Answer 31

• Formal vs informal
• Membership vs aspirational
• Identificational
• Positive vs negative

Question 32

What is a membership reference group?

Answer 32

It consists of people we actually know

Question 33

What is an aspirational reference group?

Answer 33

consists of people we do not know, although we can admire them anyway

Question 34

What is an identificational reference group?

Answer 34

the use of ‘ordinary’ people to promote products