week 7 (8)

Question 1

what do Consumer Attitude Models do

Answer 1

Combines a number of pieces of information about belief and evaluations of attributes of an object

Attitude-toward-the-object model
Behavioural intentions model

Question 2

what is the Behavioral Intentions Model

Answer 2

Known as theory of reasoned action
Focuses on behavioural intentions, subjective norms, and attitude toward a particular behaviour

Question 3

Compensatory Rules

Answer 3

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Question 4

what is the Changing Schema-Based Affect

Answer 4

Schemas contain affective and emotional meanings
Attitude toward a product/object can change if affect found in the schema can be changed
Apply positive feelings to the product schema and brand to elicit a positive attitude change

Question 5

what is the Elaboration Likelihood Model

Answer 5

Levels of consumer involvement & motivation
Peripheral Processing: Nonproduct-related information presented in a message

Central Processing: Information presented in a message about the product itself, its attributes, or the consequences of its use

Question 6

what is Social Judgment Theory

Answer 6

Consumers compare information to existing attitudes about an object or issue

Attitude change depends upon how consistent the information is with the initial attitude

Marketers should construct messages in a manner that they fall within the targeted customer’s latitude of acceptance