Consumer and Stakeholder Insights

Question 1

What is Attitude?

Answer 1

A learned, global evaluation of an object (person, place or issue) that influences thought and action.

Question 2

What are the Characteristics of Attitudes?

Answer 2

1. They are learned
2. They are global, typically emotional, evaluations
3. They influence thoughts and actions

Question 3

What are Values?

Answer 3

Ideals that guide principles in our life. Desirable end states or behaviours that transcend specific situations, guide the selection or evaluation of behaviour and events.

Question 4

What are Beliefs?

Answer 4

Subjective probabilities that an object has a particular attribute or that an action will lead to a particular outcome.

Question 5

What are the 4 aspects of Functional Theory of Attitudes?

Answer 5

1. Utilitarian Function
2. Value-Expressive Function
3. Ego-Defensive Function
4. Knowledge Function

Question 6

What is Utilitarian Function?

Answer 6

Attitudes are developed on the basis of whether the product provides pleasure or pain.

Question 7

What is Value-Expressive Function?

Answer 7

Product attitudes are formed because of what the product says about them as a person (self-concept, social identity).

Question 8

What is Ego-Defensive Function?

Answer 8

Attitudes are formed to protect the person from either external threats or inner feelings.

Question 9

What is Knowledge Function?

Answer 9

Attitudes are formed due to a need for structure, order or meaning.

Question 10

What are the 3 aspects of the ABC model and Hierarchy of Effects?

Answer 10

1. The Standard Learning Hierarchy: C - A - B (Cognitive Information Processing)
2. The Low-Involvement Hierarchy: B - A - C (Behavioural Learning Processes)
3. The Experimental Hierarchy: A - C - B (Hedonic Consumption)

A = Feel
B = Do
C =  Think

Question 11

What is Cognitive Dissonance Theory?

Answer 11

We often encounter conflict between our attitudes and behaviours. We expect consistency:

• Inconsistencies create state of dissonance
• Dissonance drives us to restore consistency

Question 12

What is market implications are there because of the conflicts between Attitudes and Behaviours?

Answer 12

1. Reducing post-purchase dissonance

2. Highlighting inconsistency between attitude and behaviour, or different behaviours

Question 13

What is the Theory of Reasoned Action?

Answer 13

BI = AB+SN

BI - Behavioural Intention
AB - Attitude toward performing a particular Behaviour
SN - The Subjective Norm

Question 14

What are the Pros of the TRA model?

Answer 14

1. Small number of constructs used to predict behaviour
2. Clear conceptualisation of behavioural elements and the casual relationship between them
3. Applicability to a wide range of behaviours; validation by numerous studies

Question 15

What are the cons of the TRA model?

Answer 15

1. Apply only to behaviours under volitional control (choice)
2. Narrow definition of normative beliefs and social pressure
3. No direct reference to external factors