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Consumer Behaviour

Tutorial 3
Preparation Task
Building and Changing Attitudes

Student Learning Objectives:

Familiarise students with the bases of attitude formation and the role of communication.
Facilitate a critical, reflective understanding of attitude change within a specific context.
Encourage a more critical appreciation of marketing issues related to attitudes.
Encourage the use of a more formal, evidence based approach to the exposition of personal

Student Task:
Strongly formed attitudes are often a major obstruction to the delivery of efficient and successful
marketing messages. However, should a marketer be able to change these attitudes to align with the
marketing message or create positive initial attitude formation the rewards may be incalculable. Search
for research papers that consider attitudes as fundamental influencers of consumer behaviour. You may
want to briefly read over these to help formulate your ideas and potential insights. As usual, this
is not compulsory.

Typically these papers tend to consider the use of theories to drive understanding or action
(e.g. measuring attitudes to understand how to deliver health behaviour change programmes);
cross-cultural approaches to illustrate how attitudes differ according to cultural background,
and the effects this may have on interpretation of, for instance, advertising messages.
Also, a favourite within attitudinal research is celebrity endorsement, so frequently used as a means
of generating favourable brand associations (and, so, favourable brand attitudes also). Interestingly,
some authors may use knowledge bases from within other topics, such as consumer learning theory
to provide a theoretical framework, within which they may illustrate the relative merits/demerits of
this approach. Showing how much cross-over there is within CB literature!!

Complete the boxed questions overleaf to form a basis for this understanding.

Submit your answers via VISION (check Vision for details) before the next tutorial
with your name and student number clearly marked below.
All 7 prep tasks must be submitted to qualify for the course (each task = 1% of module).
You will receive standardised feedback for the example essay style question.
Keep these safe and use as a revision tool for future assessment.

This topic will form the basis of discussion in the subsequent tutorial.
Your Name
Matriculation Number
Date Submitted
Your Tutors Name


Building and Changing Attitudes



Consumer Behaviour

Consumer Behaviour
This prep task formalises your learning by asking a series of questions relating to the exam style
question below. Provide brief answers to these questions within the boxes.

Discuss the value of marketing communications in attempting to change attitudes

towards, and in promoting a subsequent decrease in drink-driving behaviour
Now outline answers to the following questions within the boxes:
Solomon et al (2013) define an attitude as?

What are the 3 components of the ABC model of attitudes?

Name 4 functions of attitudes and give an example for each one:

Name 2 other perspectives on communication than the traditional communications model:

Give 2 examples where credibility has been built into the source of a marketing message:

Name 3 types of appeal used by marketers (from both emotional and rational perspectives) and give
at least one marketing example where we may see this:

What do you feel are the main barriers to the success of current anti-drink driving ads?

Consumer Behaviour
Explore the value/usefulness of using attitudinal theories and models to explain consumer
(This question is a chance for you to collect some insights that will help you to provide a more
critical answer in your examination (e.g. think of useful and less useful elements, explain why you
think they are more or less useful, give examplesthis then becomes a great crib sheet for your

Well done !