Lecture 5

Question 1

Define attitude and explain the tricomponent attitude model

Answer 1

= learned predisposition to behave in a consistently favourable/unfavourable way with respect to a given object
According to the tricomponent attitude model, attitude is made up of

Cognitive component = thinking, captures the knowledge an individual has acquired through personal experience or observation with the attitude object and realted info from various sources

• Often takes the form of beliefs: positive or negative
• Object possesses certain attributes (eg. Vans don’t provide good arch support)
• Using an object will result in certain outcomes (eg. my feet will feel sore if I wear vans)

Affective component = emotions, captures a consumer’s emotions about an object/behaviour, e evaluative in nature

• Capture an individuals direct or global assessment of the attitude object (the extent to which the individual rates the object as favourable or unfavourable)
• Emotional states may enhance or amplify positive or negative experiences and later recollections of such may affect what comes to mind and how the individual acts eg. I feel happy when I wear my vans
• Contradiction can exist in our attitudes eg. happy when wearing Vans even though make feet hurt

Conative component = behaviour, captures likelihood that an individual will behave in a particular way
- Examined in the context of intention and past behaviour (consumers plan to perform a particular behaviour in future - I will purchase a new pair of Vans next year vs I have purchased a pair of Vans this year)

Question 2

Explain the theory of planned behaviour

Answer 2

= Consumers behaviour is affected by their perceived behavioural control – their skills or resources to achieve the outcome
- May have a positive attitude towards becoming a medical doctor, moreover your friends and family would confer high social status on you if you become a doctor BUT if you are unlikely to become a doctor if you have neither the skills nor financial resources to achieve this outcome

REFER to DIAGRAM

Question 3

Explain the cognitive dissonance theory, Describe some ways consumers reduce dissonance, and marketing strategies for addressing cognitive dissonance.

Answer 3

Cognitive Dissonance Theory

• People feel discomfort (dissonance) when their attitudes and/or behaviours are inconsistent
• Dissonance motivates consumers to resolve the inconsistency between attitudes & behaviours
• When dissonance occurs after a purchase = post-purchase dissonance (eg. did I just pay too much for my car?)

Consumer Strategies for reducing dissonance

• Rationalise decision as being wise (post-purchase rationalisation): goal to make themselves feel better about decision (eg. this expensive suit is a good purchase because I can wear it to work and to weddings)
• Try to sell friends or family on positive features (eg. My new phone is amazing, you should get one)
• Look to known satisfied owners for reassurance (eg. after purchasing new Mazda, ring a friend who drives a Mazda)

Marketing Strategies

• Structure ads to contain information about the benefits of a product to reinforce consumer decisions
• Offer strong warranties/guarantees
• Provide detailed instructions or information about how to use a product efficiently (or additional ways to use)
• Emphasise availability of after-sales service (eg free online technical support)