week 5

Question 1

the standard learning hierarchy: learn feel do:

Answer 1

assumed customer is highly involved in the purchase decision due to high risk in purchase eg car or house

Question 2

the low involvement hierarchy: learn do feel:

Answer 2

consumer acts on limited knowledge doesn’t have a strong initial preference like milk

Question 3

the experimental hierarchy: feel do learn:

Answer 3

consumer acts on their emotional reactions such as their attitude towards emotional marketing of a product

Question 4

the behavioural hierarchy: do learn feel:

Answer 4

habitual purchases and impulse buying

Question 5

forming attitudes: classical conditioning:

Answer 5

object is repeatedly paired with a stimulus

Question 6

forming attitudes: instrumental conditioning: consumption of the object is positively reinforced

Question 7

forming attitudes: complex cognitive processes:

Answer 7

learnt and reinforced behaviour such as modeling behaviour

Question 8

the fishbein model measures three components of attitudes which are:

Answer 8

overall attitude: about an object
salient beliefs: about an object
evaluation: of each of the important attributes

Question 9

extended fishbein model: theory of reasoned actions: 3 addition which improve its ability to product behaviour:

Answer 9

intentions vs behaviour
social pressure
attitude towards buying

Question 10

classical condition in marketing:

Answer 10

an effective advertisement may link a product to stimulus that evokes a positive feeling

Question 11

3 levels of social marketing downstream:

Answer 11

target the individual

Question 12

3 levels of social marketing: midstream

Answer 12

change behaviours through community interventions

Question 13

3 levels of social marketing: upstream

Answer 13

change behaviour or devaion makers

Question 14

macro-social marketing:

Answer 14

takes one account enabling conditions, circumstances, institutions and norms