Exam 6: Consumer Attitude Formation and Change

Changing attitudes according to their applicable consumer motivations is known as the functional approach.

When a consumer's motivation or assessment skills are low, learning and attitude change tend to occur via the ________ to persuasion.

The ________ component of the tricomponent attitude model includes a consumer's emotions or feelings about a particular product or brand.

$\text{CAR MINI CASE:}$ Carl is looking to buy a new car because he needs more space for driving his kids to and from their after-school activities and for transporting all their gear. His wife has suggested that the family buy a station wagon, but Carl has a negative attitude toward station wagons because he feels that they are "Mom-mobiles" that consign their drivers to a life of car pools and PTA meetings. He then sees an ad for Subaru with a beautiful outdoor setting and attractive young people using a Subaru station wagon. The voice-over discusses the physical attributes of the car and the demographics of its owners. After seeing a Subaru ad portraying its station wagon as a trendy automotive option for exciting young people looking for more cargo room than a sedan and better fuel-efficiency than an SUV, Carl finds himself to be much more enthusiastic about his wife's station wagon suggestion. He purchases a Subaru, but later begins thinking that he probably should have purchased a Volvo for its reputation of greater safety. -In the CAR MINI CASE, Subaru's portrayal of its station wagon as a car designed for young people who need extra cargo space to accommodate their active lives appeals to Carl because that is how he sees himself. In this way, Subaru is appealing to the ________ function to change attitudes toward station wagons.

Which of the following are considered to be underlying factors that are likely to produce a subjective norm?

$\text{PUB MINI CASE:}$ Sean and his friends, most of whom are Irish immigrants or have Irish parents, enjoy drinking at The Celtic Knot, a small New York pub that serves many Irish beers, is decorated with genuine Irish paraphernalia, and holds weekly traditional Irish music sessions . Like many of his friends, Sean enjoys the feeling the pub gives him of connection with his Irish heritage. The pub advertises at community centers and churches in predominantly Irish areas of the city. On its posters, underneath a photo of a group of attractive young people in a cozy corner of the pub drinking and laughing together, is the pub's slogan: "Because being Irish is about more than just St. Paddy's Day." -In the PUB MINI CASE, Sean concludes that he likes The Celtic Knot because he goes their frequently. This is an application of ________.

According to ________, discomfort occurs when a consumer holds conflicting thoughts about a belief or an attitude object.

Because expensive and important purchases often require compromise when choosing among alternatives, post-purchase dissonance commonly occurs.

Which of the following is true of attitudes and their relationship with behavior?

Identify the four functions that serve as motivators under the functional approach and provide an example of each.

What is cognitive dissonance and when does it happen?

An ad for a new allergy medication includes a bar graph which demonstrates the product's superiority by contrasting its allergy symptom relief abilities with other allergy medications. This is consistent with which basic motivational functions?

A popular pop singing sensation is a spokesperson for a cellular phone company. As a non-expert celebrity endorser, her presence in communications about the cellular phone company's service is likely to be processed via the ________.

One of the multiattribute models is the attitude-toward-behavior model. Explain the model and give an example.

$\text{CAR MINI CASE:}$ Carl is looking to buy a new car because he needs more space for driving his kids to and from their after-school activities and for transporting all their gear. His wife has suggested that the family buy a station wagon, but Carl has a negative attitude toward station wagons because he feels that they are "Mom-mobiles" that consign their drivers to a life of car pools and PTA meetings. He then sees an ad for Subaru with a beautiful outdoor setting and attractive young people using a Subaru station wagon. The voice-over discusses the physical attributes of the car and the demographics of its owners. After seeing a Subaru ad portraying its station wagon as a trendy automotive option for exciting young people looking for more cargo room than a sedan and better fuel-efficiency than an SUV, Carl finds himself to be much more enthusiastic about his wife's station wagon suggestion. He purchases a Subaru, but later begins thinking that he probably should have purchased a Volvo for its reputation of greater safety. -In the CAR MINI CASE, Carl's reconsideration of brand choice after he buys a Subaru constitutes ________.

________ assess(es)the likelihood of a consumer purchasing a product or behaving in a certain way.

Ads for cosmetics and personal care products acknowledge the fact that people want to protect their self-images from inner feelings of doubt. This is consistent with which basic motivational functions?

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.

The knowledge function of the functional approach to attitude change relies on the fact that most people want to protect their self-images from inner feelings of doubt.

What is the theory of trying to consume? Give an example from your own experience.