Perception and attitude

Question 1

What is perception from a broad view? and what is it from a narrow view? (SOSI)

Answer 1

BROAD:

• Sensation
• Organisation
• Selection
• Interpretation

NARROW:
- How do you perceive interpretation

Question 2

What are the components of the sensory systems?

Answer 2

1. Vision: use of colour, product package logo designs
2. Sound: sound tracks to TV advertisement
3. Touch: touching fabric in stores, face-to-face sales
4. Taste: blind test show importance of brain image
5. Smell: aroma of bread baking in store to suggest bread is fresh

” a strong brand appeals to all five senses”

Question 3

Distinguish between Perceptual vigilance and perceptual defence

Answer 3

Perceptual vigilance: consumers are open to what they are interested in and even seek it

Perceptual defence: consumers avoid messages which are not congruent with their view of the world

Question 4

What is a perceptual map?

Answer 4

How consumers perceive a range of brands , how it perceives the image of the brand comped to competitors.

Question 5

Define Attitudes

Answer 5

A persons overall or global evaluation of an object or concept (Peter and Olson 1993)

Question 6

What are the three components of attitude? (CAB)

Answer 6

1. Cognitive component: Individuals perception of an issue or object
2. Affective component: Individuals feelings and emotions towards object
3. Behavioural component: how individual is likely to respond to the object based on what they know and how they feel about it.

Question 7

What is the balanced theory?

Answer 7

Suggests that if an individual experiences unbalance between cognitive and affective components they will see to change our attitude to create balance (Microsoft example of NoMoreRedEeye)

Question 8

What is Fishbein and Ajzen’s Theory of attitude/attribute?

Answer 8

it evaluates an individual beliefs about a statement and then looks at the individuals personal importance of this statement, and reaches a final result by multiplying these two factors together.
overall attitude towards object x particular attribute= combined evaluated belief.

Question 9

What did they believe about the theory of attributes?

Answer 9

• Information can have three effects on attitude change:
  1. Information can change the weights of a particular belief
  2. Information can change direction or valence of a particular belief
  3. Information can add new beliefs

Question 10

What is the theory of Planned behaviour? (Fishbein and Ajzen) (extension of theory of reasoned action)

Answer 10

- it helps us understand how we can change the behaviour of people. 
it is made up of three predictors: 
1. Attitude towards the act 
2. Subjective norm 
3. Perceived behavioural control

it is believed that if there is a positive attitude towards the act or behaviour, and there is favourable subjective norms and a high level of perceived behavioural control -this will form the behavioural intention ,which in turns leads to a displayed behaviour or act.

Question 11

What is the definition of perceived behavioural control?

Answer 11

The perception of the ease or difficulty of the particular behaviour. Linked to control beliefs.

Question 12

What is the Theory of reasoned action ? (Fishbone and Ajzen 1967)

Answer 12

• the theory predicts that behavioural intent is create or caused by two factors:
  1. our attitudes
  2. our subjective norms (others evaluation of that behaviour)

Question 13

Do attitudes and intention predict behaviour?

Answer 13

• it is more likely if behaviour is “new, untried and unlearned” or attitudes are congruent with habits.
• BUT..past behaviour exerts a strong influence on actual behaviour