TRA

Question 1

In relation to TRA, how can attitudes change in high involvement conditions?

(HINT 1. change attitude 2. change subjective norm)

Answer 1

1. Change attitude towards behaviour:
   1a. Change beliefs about consequences of behaviour [e.g new brand benefits]
   1b. change evaluations of consequences [e.g turn negative into positive]
2. Change subjective norms about behaviour
   2a. change beliefs about perceptions of others [e.g create / highlight different relevant groups]
   2b. Change motivations to comply [e.g diminish perceived importance of reference groups]

Question 2

What is TRA?

Answer 2

BI = AB + SN
Behavioural intention = attitude towards behaviour + subjective norm

A model which calculates behaviour based on attitude and subjective norms

Question 3

In terms of cognitive dissonance theory, how can consistency be restored?

Answer 3

Rationalisation = accept inconsistency

Eliminate dissonance = change attitude, accept inconsistency, change behaviour

Question 4

What can marketers do to reduce cognitive dissonance?

Answer 4

Reduce post-purchase dissonance / unhappiness

- Highlight inconsistency between attitude and behaviour

Question 5

What are the advantages and disadvantages of theory reasoned action (TRA)?

Answer 5

Advantages:
- Small criteria used to predict behaviour
- Clear link between behavioural elements
- Understand behaviours, validated by numerous studies
Disadvantages:
- Applies only to behaviour made by choice
- narrow definition of normative beliefs and and social pressure
- No direct reference to external factors

Question 6

What is cognitive dissonance theory?

Answer 6

Consumers expect consistency —> lack of inconsistency create dissonance —> dissonance drives consumers to restore consistency

Question 7

What is cognitive consistency?

Answer 7

Consumers value harmony within their thoughts, feelings and behaviours and consumers are motivated to keep these elements consistent

Question 8

What are the four consistency theories?

Answer 8

1. Cognitive dissonance theory
2. Self Perception theory
3. Social judgement theory
4. Balance theory