Chapter 08

Consumer Attitude Formation and Change

Essay Questions: 101. Discuss the three components of the tricomponent attitude model. The first component of the model is the cognitive componentthe knowledge and perceptions that are acquired through direct experience with the attitude object. This knowledge takes the form of beliefs about the attitude object. The second component, the affective component, is the consumers emotions or feelings about a product or brand. These emotions capture the consumers global assessment of the attitude object. The third component is the conative component. It is concerned with the likelihood or tendency that an individual will undertake a specific action or behave in a particular way with regard to the attitude object. (Difficulty 3, p. 256)

102. One of the multiattribute models is the attitude toward behavior model. Explain the model and give an example. This model tells about the individuals attitude toward behaving or acting with respect to an object rather than the attitude toward the object itself. For example, Toms attitude about the act of purchasing a BMW reveals more about the potential act of purchasing than does simply knowing his attitude toward BMWs. Tom may have a positive attitude toward BMWs but a negative attitude toward the act of purchasing one. (Difficulty 2, p. 259) 103. What is the theory of trying to consume? Give an example from your own experience. The theory of trying to consume is designed to account for the many cases in which the action or the outcome is not certain but instead reflects the consumers attempts to consume. Here the student can give an example of how a personal or environmental impediment deterred her from the act of consumption. 134

(Difficulty 1, p. 262) 104. To help marketers understand the impact of advertising on consumer attitudes, they use a certain model to help measure attitudes. Talk about this model. The model used to measure consumer attitudes towards ads is the attitude toward the ad model. Consumers form various feelings and judgments as the result of an exposure to an ad. These feelings and judgments turn into beliefs about the brand that influences attitudes toward the brand. (Difficulty 2, p. 263) 105. What are the four main influencers of attitudes? The primary influencer of consumer attitudes is the consumers direct experience while trying and evaluating products. Another major influencer is family and friends and admired individuals. The family provides us with our basic values and beliefs that we refer to as adults. The third influencer is highly focused direct marketing. These programs target smaller consumer niches with carefully personalized offerings and messages that understand their specific needs and desires. The final influence on consumer attitudes is mass media. TV, magazines, newspapers and radio expose people to new ideas, products and opinions which provide an important source of information that influences consumer attitudes. (Difficulty 3, p. 267) 106. How can marketers utilize the knowledge function to influence the basic motivational function? Individuals have a strong need to know and understand the people and things they encounter. The consumers need to know is a cognitive need, so marketers need to focus on how they position the product in an attempt to satisfy that need to know and improve the consumers attitude toward the brand. Marketers need to point out how their product is superior to other products and point out the attributes in comparison with other brands. (Difficulty 2, p. 273) 107. How does Ben & Jerrys Ice cream try to influence peoples attitudes? Ben & Jerrys utilizes the fact that attitudes are associated, in part, to certain groups, social events, or causes. By pointing out their relationship with special causes, like the fact that Ben & Jerrys donates 7.5 percent of their pretax profits to a variety of causes, the company knows that it can alter attitudes toward their products. (Difficulty 1, p. 273)

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108. How is it possible for marketers to persuade regular cola drinkers to become diet cola drinkers? Marketers can try to change the relative evaluation of attributes. When a product category is divided according to distinct product features or benefits, in this case, taste and calorie differences, marketers should take the opportunity to persuade consumers to cross over, or prefer the one version of the product, the diet cola, over the other version by bringing out the new features and benefits of that product choice. (Difficulty 3, p. 273) 109. What is cognitive dissonance and when does it happen? Cognitive dissonance is discomfort that occurs when a consumer holds conflicting thoughts about a belief or an attitude object. Usually consumers make purchase decisions and then feel that other brands could have satisfied their needs better. Cognitive dissonance can happen before or after the purchase. When it happens after the purchase takes place, it is known as postpurchase dissonance. (Difficulty 2, p. 280)

110. What is the foot in the door technique? Give an example. Theorists believe that the foot in the door technique occurs in situations in which consumer compliance with a minor request affects subsequent compliance with a more substantial request. This strategy is based on the premise that individuals look at their prior behavior and conclude that they are the kind of person who says yes to such requests. An example would be someone who donates five dollars to cancer research might be persuaded to donate a much larger amount when properly approached. (Difficulty 2, p. 283)

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