Week 5 (attitudes & attitude change)

Question 1

What are attitudes

Answer 1

an enduring combination of motivation, emotions, perceptions and cognitive processes with respect to some aspect of the environment

Question 2

what are the functions attitudes serve

Answer 2

Utilitarian: related to basic principles of reward/punishment.
Value-expressive: express consumers central values or self-concept.
Ego-defensive: protect the person from external threats or internal.
Knowledge: formed as a result of a need for order, structure or meaning

Question 3

what are the two components of an attitude

Answer 3

Emotion: the way a consumer feels about an attitude object
Cognition: the beliefs a consumer holds about an attitude object

Question 4

What is the standard learning hierarchy

Answer 4

Learn-feel-do: based on cognitive information processing

Question 5

What is the low-involvement hierarchy

Answer 5

Learn-do-feel: based on behavioural learning processes

Question 6

What is the experiential hierarchy

Answer 6

feel-do-learn: based on hedonic consumption

Question 7

What is the behavioural hierarchy

Answer 7

do-learn-feel: based on triggers from the external environmental

Question 8

What is classical conditioning

Answer 8

when an object is repeatedly paired with a stimulus

Question 9

What is instrumental conditioning

Answer 9

consumption of the object is positively reinforced

Question 10

what is complex cognitive processes for forming attitudes

Answer 10

learnt and reinforced behaviours such as modelling behaviours

Question 11

What four ways can you change consumer beliefs or knowledge

Answer 11

• change the beliefs about an attribute of a brand
• change the relative importance of these beliefs
• add new beliefs
• change the beliefs about the attributes of the ‘ideal’ brand

Question 12

what are the 3 levels of social marketing

Answer 12

Downstream: target the individual.
Midstream: change behaviours through community interventions.
Upstream: to change the behaviour of decision makers and opinion formers (i.e. politicians, policymakers), which alters the structural environment.

Question 13

how do ads change the attitudes of consumers

Answer 13

• affect towards the advertisment (like the ad, like the product)
• mere exposure (the more you see it the more you like it)

Question 14

What is the aspects of using humour in advertising

Answer 14

• Humor is a risky strategy as it varies between individuals.
• It’s more effective when the brand is clearly identified and humor does not distract.
• Humor can make the ad memorable.

Question 15

What is the aspects of using fear in advertising

Answer 15

• emphasise negative consequences of not changing behaviour
• effective when threat is immediate & accompanied with solution to threat

Question 16

What is the aspects of using warmth in advertising

Answer 16

• helps ad memorability, product liking & increase the ads ability to attract & maintain attention