Week 8

Question 1

Consumer Attitudes

Answer 1

Affective Attitude (Feel)
Behavioural Attitude (do)
Cognitive Attitude (believe/think)

Question 2

Cognitive Behaviour Process

Answer 2

Think (C)
Feel (A)
Do (B)

Question 3

Behavioural Learning Process

Answer 3

Do (B)
Feel (A)
Think (C)

Question 4

Experimental Consumption

Answer 4

Feel (A)
Do (B)
Think (C)

Question 5

Three processes of attitude change /influence

Answer 5

Compliance (transitory and only lasts as long as the individual sees compliance as beneficial)

Identification ( associated with the desired relationship)

Internalisation (changes attitudes because doing so is intrinsically rewarding)

Question 6

Main theories of attitude learning

Answer 6

Cognitive Information Processing
Behavioural learning Process
Experimental consumptions

Question 7

Multi-Attribute Attitude Models

Answer 7

breaks down the consumer’s overall attitude into smaller components (attributes).

–> perceived benefits, functions, product features, etc., and are collectively known as Product Attribute

Question 8

Theory of Reasoned Action

Answer 8

identify two types of beliefs that affect an individual’s behavioural intentions (motivation)

behavioural beliefs –> attitudes toward a specific behaviour

Normative Beliefs –> perceived attitudes of peers and toward the behaviour; (subjective norms)

Question 9

Theory of Planned Behaviour

Answer 9

Successor of TRA which includes the impact of non-volitional factors on behavior.

by incorporating control beliefs that affect an individual’s behavioural intentions (motivation)

Question 10

Technology acceptance model

Answer 10

designed to measure the adoption of new technology based on customer attitudes

identifies two factors that determine whether a computer system will be accepted by its potential users: (1) perceived usefulness and (2) perceived ease of use

Question 11

Unified Theory of Acceptance and Use of Technology

Answer 11

Integrates various theories to explain the acceptance and use of technology.

Key constructs: 1) performance expectancy, 2) effort expectancy, 3) social influence, and 4) facilitating conditions.

Question 12

Elaboration Likelihood Model

Answer 12

Dual process theory describing the change of attitudes

Central :

Consumer is highly involved

Attitude change depends on information

Peripheral:

Consumer low involvement processing

Attitude change depends on cues

Question 13

Multi-Attribute Attitude Models

Answer 13

TRA
TPB
TAM
TAM AND TRB

Question 14

MAIN THEORIES OF LEARNING

Answer 14

Cognitive Information Processing
Behavioural learning Process
- Classical Conditioning
- Instrumental Conditioning

Question 15

Behavioural Learning (Pavlov)

Answer 15

Behavior is shaped through the repeated pairing of stimuli and responses

If people enjoy going to cinema, and if cinema always has popcorn, then people may end up experiencing positive feelings when they see popcorn.

Question 16

Stimulus Generalization

Answer 16

Process where reactions we learn to one object tend to transfer to other, similar objects.

Stimulus generalization underly numerous branding strategies (Family branding, Product line extension, Licensing, Product tie-in) that share this approach:
(1) Create a brand name;
(2) paste that brand name;
(3) stand back and let the positive associations transfer to the new item.

Question 17

Instrumental conditioning

Answer 17

A learning process in which behaviour is modified by the reinforcing or inhibiting effect of its consequence.
Positive re - adding good (conditioner)
Neg re - taking away bad (gingervitis help)
Punishment - bad thing added
Extinctions - good thing taken away

Question 18

Gamification

Answer 18

Effects:

Enhance user engagement
encourage participation
and foster brand loyalty.
make the consumer experience more entertaining and rewarding.

Examples
Loyalty programs
mobile apps
Online platforms

Question 19

Cognitive Learning - Observational

Answer 19

involves the acquisition of behaviours through observation and imitation.

Attention, retention, production processes, and motivation all play integral roles in determining whether observed behaviours will be incorporated

Marketers leverage by strategically using influencers, testimonials, and role models to shape consumer perceptions and behaviours.

Question 20

Nostalgia Effect

Answer 20

Nostalgia is positively associated with intentions to reuse (ITR), and with in-app purchase intentions (IPI)