Consumer Attitudes

1. object, 2. learned predisposition, 3. consistency, 4. situation

4 components of attitude

situation (attitude)

think about the times you have to eat foods that are not necessarily your favorite but they are what is available or what you are being served at a friend's house.

theory of reasoned action

has the three components, cognitive (think), affective (feel), and conative (do). In this model, we also need to understand subjective norms or how a consumer is influenced by others.

Utilitarian function

how the product is useful to us. A marketer might want to create a more positive attitude toward a brand by showing all it can do.

attitude-toward-object model

model that says consumers will like a brand or product that has an adequate level of attributes that the consumer thinks are positive.

consistent (attitude)

they are not necessarily permanent and can change over time

attitude object

we must clearly define what we are discussing or measuring the attitude toward. (product category, a specific brand, or a particular model?)

value-expressive function

would more positively reflect the consumer's values, lifestyle, and outlook

knowledge function

would satisfy the consumer's "need to know" and help them understand more about the world around them.

ego-defensive function

would show how the product would make them feel more secure and confident.

affective component

A consumer's emotions or feelings about a particular product or brand

attitude

A learned predisposition to behave in a consistently favorable or unfavorable manner with respect to a given object.

multiattribute attitude models

Attitude models that examine the composition of consumer attitudes in terms of selected product attributes or beliefs.

b

Ben has a positive attitude toward Nova Hiking Gear because a pair of Nova hiking boots he owns have proven to be very durable and to provide good support during long hikes. Ben has formed this attitude based on the boots' ________. A) ego-defensive function B) utilitarian function C) value-expressive function D) knowledge function E) intention function

Elaboration Likelihood Model (ELM)

Customer attitudes are changed by two distinctly different routes to persuasion: a central route or a peripheral route.

cognitive dissonance

Inconsistencies between our beliefs and behavior cause psychological tension.

d

Jake feels that shopping in thrift shops shows a lack of class and sophistication. This attitude would be captured by which of the following multiattribute attitude models? A) theory-of-reasoned-action model B) trying-to-consume model C) attitude-toward-object model D) attitude-toward-behavior model E) attitude-toward-the-ad model

e

Marketers that offer coupons and free samples of new products to entice consumers to try them understand the importance of ________ in attitude formation. A) subjective norms B) indirect experience C) ego defense D) attribution E) direct experience

d

Matthew recently purchased a new laptop for $1,500. He subsequently saw an advertisement for what appeared to be a similar model being sold for only $1,350. In order to resolve his ________, Matt decided that the cheaper model must not have as many attractive features as the model he purchased. A) indirect experience B) attitude formation C) subjective norm D) postpurchase dissonance E) situational influence

c

Roy is looking to buy a new HDTV set. He knows from friends that LCD set screens reflect less light than plasma set screens, but that LCD sets are also more subject to blurring than plasma sets. This is an example of the ________ component of his attitude toward HDTVs. A) conative B) objective C) cognitive D) affective E) situational

d

The ________ component of the tricomponent attitude model includes a consumer's emotions or feelings about a particular product or brand. A) conative B) objective C) cognitive D) affective E) situational

cognitive component

The knowledge and perceptions that are acquired by a combination of direct experience with the attitude object and related information from various sources

conative component

The likelihood or tendency that an individual will undertake a specific action or behave in a particular way with regard to the attitude object

cognitive balance

We strive to maintain congruity between our beliefs, emotions, and behavior.

b

When HP challenges the notion that computers do not have to be difficult to use by stating that their product "is as simple as duh," it is altering a component of the multiattribute model to change attitudes. Which attitude change strategy is it using? A) changing the relative evaluation of attributes B) changing brand beliefs C) adding an attribute D) changing the overall brand rating E) changing consumers' subjective norms

a

When consumers are willing to exert the effort to comprehend, learn, or evaluate the available information about the attitude object, learning and attitude change occur via the ________ to persuasion. A) central route B) celebrity endorsement C) peripheral route D) functional approach E) dual mediation model

a

With its slogan "Because self-confidence is priceless," Iron Band Deodorant is trying attract customers by emphasizing the brand's ________. A) ego-defensive function B) utilitarian function C) value-expressive function D) knowledge function E) intention function

b

________ assess(es) the likelihood of a consumer purchasing a product or behaving in a certain way. A) Cognitive dissonance theory B) Buyer intention scales C) Attitude-change strategies D) Emotionally charged states E) Self-perception theory

attitude-toward-behavior model

a model stating that a consumer's attitude toward a specific behavior is a function of how strongly he or she believes that the action will lead to a specific outcome

learned predisposition (attitude)

agreement among researchers that attitudes are learned, either through direct experience or from others