Week_7_Consumer Beliefs, feelings, attitudes and intentions

Question 1

customer beliefs definition

Answer 1

SUBJECTIVE judgments about the relationship between two or more things.

Question 2

customer feelings definition

Answer 2

An affective state (e.g. current mood state) or reaction (e.g. emotions experienced during product consumption)

Question 3

customer attitudes

Answer 3

Combined feelings and beliefs. The holistic totality of evaluative judgments that are formed by consumer
(消费者形成的整体评价判断)

Question 4

customer intentions

Answer 4

What customer wants to do and intend to do in the future.

Question 5

Which performance involves future factors and transfers to actual purchase?

Answer 5

Intention

Question 6

Consumer beliefs base on the past experience

Answer 6

True

Question 7

Three factors included in consumer beliefs

Answer 7

Consumer expectations, brand distinctiveness
Inferential beliefs
（顾客期望，品牌直觉，推断信念）

Question 8

Unique selling proposition exists in

Answer 8

Brand distinctiveness. A unique attribute or characteristic that apart from competitors.

Question 9

What happens if product information is incomplete?

Answer 9

consumer will have inferential beliefs. such as plastic box wine is not as good as glass bottle wine.

Question 10

“the only yogurt help you lose more weight” using which consumer beliefs?

Answer 10

USP (unique selling proposition)

Question 11

What things can trigger inferential beliefs?

Answer 11

Ads, labeling, packaging.

Question 12

Three types of feelings

Answer 12

upbeat
negative
warm

Question 13

When do consumer feelings happen?

Answer 13

advertising, shopping , consumption

Question 14

How feelings become part of advertising experience?

Answer 14

Feelings activated by the advertisement have the potential to influence attitudes formed about the featured product.

Question 15

Advertise will lead to feelings both in positive and negative sides.

Answer 15

True

Question 16

Why feelings become part of shopping experience?

Answer 16

Retail environment elicits consumer’s feelings.

Question 17

Four types of consumer attitudes

Answer 17

Attitude towards the object - evaluation of attitude object
Attitude towards advertisement - global evaluation of ads
Attitude towards the behavior - represents the evaluation of performing a particular behavior involving the attitude object.
Preference - represent attitudes toward one object in relation to another.

Question 18

Fishbein Multiattribute attitude model

Answer 18

Ao = attitude toward the object
bi = strength of the belief that object has attribute i
ei = evaluation of attribute i
n = number of salient or important attributes

Question 19

What is fishbein multiattribute attitude model mean?

Answer 19

Means that attitude toward an object is based on the summed set of beliefs about the object’s attributes weighted by the evaluation of these attributes

Question 20

which is the first identified factor in fishbein multiattribute model?

Answer 20

Important or salient attributes

Question 21

How ‘durable’ is brand A running shoes? What kind of question for fishbein multiattribute model is?

Answer 21

strength of the belief that object has attribute i

Question 22

How important to you is ‘durability’ in running shoes? What kind of question for fishbein multiattribute model is?

Answer 22

Evaluation of attributes

Question 23

In which case does company willing to possess desirable attributes for product?

Answer 23

When ei is positive.

Question 24

The Ideal-Point Multiattribute Attitude Model

Answer 24

AP = attitude toward product
Wi = importance of attribute i
Ii = the ‘ideal’ performance on attribute i
Xi = belief about product’s actual performance on attribute i
n = number of salient attributes

Question 25

What is the ideal ideal-point multiattribute attitude model?

Answer 25

zero

Question 26

Several benefits of using multiattribute attitude models

Answer 26

1. Diagnostic power.
2. Stimulus importance performance grid
3. provide information for segmentation.
4. use for new product development
5. Guidance in identifying attitude change strategies

Question 27

What is the meaning of diagnostic power?

Answer 27

examine why consumers like or dislike products.

Question 28

What are things of segmentation based on?

Answer 28

Importance of product attributes

Question 29

Lever brothers tone moisturizing soap & coast mkt forecast reflect which benefits of multiattribute attitude models?

Answer 29

Useful for new product development

Question 30

What is guidance in identifying attitude change strategies?

Answer 30

let marketers change product attributes to improve the consumers’ attitudes.

Question 31

What the meaning of neglect （忽略）opportunity in the simultaneous result?

Answer 31

Under high importance attribute section, some opportunities that be ignored by both ours and competitors and we can improve the specific attribute performance from poor to good.

Question 32

When do competitive disadvantages occur in simultaneous result？

Answer 32

Under high importance attribute section, When competitor’s performance is good but our performance is poor.

Question 33

When do competitive advantages occur in simultaneous result？

Answer 33

Under high importance attribute section, when competitor’s performance is poor but our performance is good

Question 34

When do head to head competition occur in simultaneous result？

Answer 34

Under high importance attribute section, both competitor’s performance and our performance are good

Question 35

Four simultaneous should not be taken care of under low attribute importance

Answer 35

Null opportunity, false alarm, false advantage and false competition

Question 36

Three ways to change consumer attitude using ideal point model

Answer 36

1. change beliefs (X)
2. change attribute importance (W）
3. change ideal point (I)

Question 37

How to change beliefs about product’s actual performance on attribute?

Answer 37

if belief is low, we need to show consumer that the actual performance is closer to reality.
If beliefs are accurate, we may need to change the product and make AP score is lower
Or using comparative advertising to hurt competitive brand beliefs

Question 38

Do firms add new attributes is which kind of way to change consumer attitude?

Answer 38

Changing attribute importance level. (burger king “flame broiling)

Question 39

changing attributes important level is more difficult than changing a belief

Answer 39

True

Question 40

Example of changing ideal points to improve consumer attributes.

Answer 40

Lower I value. “our drink has the same carb level, but your ideal carb level should be lower ”

Question 41

Firms should estimate the attitudinal impact of alternative changes.

Answer 41

True. They need to evaluate

Question 42

What is the attitudinal payoff?

Answer 42

If change one attribute of product, what will be the change or lift in my attitude score.

Question 43

What consumer intentions can do for firms?

Answer 43

Predict how people will act as consumers.

Question 44

Six types of consumer intentions

Answer 44

1. Spending intentions.
2. Purchase intentions(what consumers think they will buy ).
3. Repurchase intentions.
4. Shopping intentions(where consumers plan on making product purchases).
5. Search intentions (intention to engage in external search).
6. Consumption intentions (intentions to engage in a particular consumption).

Question 45

Consumer expectation is belief about future

Answer 45

True