Exam 6: Consumer Attitude Formation and Change

________ include the knowledge and perceptions that are acquired by a combination of direct experience with the attitude object and related information from varied sources.

When marketing to low involvement consumers, the quality of the argument presented in the persuasive message, rather than the imagery of the promotional message, has a greater impact on the consumption decision.

Emotionally charged states can enhance or amplify positive or negative experiences and impact later recollections of such experiences and future behavior.

The affective component of the tricomponent attitude model represents the consumer's emotions and feelings regarding the attitude object.

If a consumer segment generally holds a positive attitude toward owning the latest designer jeans and values having the latest and greatest in designer jeans, then that segment's attitude toward new brands of designer jeans are likely to reflect that orientation. This is an example of the ________ of attitude.

$\text{COFFEE MINI CASE:}$ Linda is a heavy coffee drinker and a friend recommends that she try Sunrise Coffee, a new coffee house in town, because it sells delicious coffee. Linda replies that she really prefers to drink her coffee in the peace and quiet of her own home. One morning, Linda is running late and doesn't have time to make herself a cup of coffee, so she stops by Sunrise and is greeted by a cheerful staff and a great-tasting coffee, all of which put Linda in a good mood. Upon arriving at work, a co-worker comments on her alert, up-beat attitude that morning. Linda replies that it must be the great weather that day, sunshine after a week of solid rain. The following morning, Linda recalls what a pleasant experience she had at Sunrise and decides to go again. -In the COFFEE MINI CASE, Linda's attitude toward Sunrise changes as a result of ________.

$\text{PUB MINI CASE:}$ 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, ________ is the attitude object.

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?

When a person says "I contributed to the American Red Cross because it really helps people in need" or "He tried to persuade me to by an LED rather than a 3D TV because he'd make a bigger commission," they are providing examples of ________ in action.

Attitudes stemming from ________ are more confidently held, more enduring, and more resistant to competitors' messages than attitudes originating from promotional messages only.

The objective of the "tunathewonderfish.com" website and related campaign was to ________.

Central brand claims that are critical to the evaluation of the product's utilitarian attributes are most likely processed via the ________.

Tom is looking to lose weight by cutting carbohydrates out of his diet, particularly from regular sodas, but has a negative attitude towards diet. Diet Coke promotes its association with the American Heart Association, which generates goodwill from Tom. What strategy did the company use?

Consumers' attitudes toward a particular brand's advertising are independent of their beliefs about the brand and do not influence their attitudes toward the brand itself.

Briefly describe how individuals analyze self-attributions and provide an example.

To help marketers understand the impact of advertising on consumer attitudes, they use a certain model to help measure attitudes. Talk about this model.

When consumers give themselves credit for the outcome of a behavior, they are engaging in ________.

How can marketers utilize the knowledge function to influence the basic motivational function?

The ________ is designed to account for cases in which the action or outcome is desired but not certain, and reflects the consumer's attempts to consume, whether or not they are successful.

John is conducting research on American attitudes toward European car brands, particularly Volkswagen, Volvo, Mercedes, and BMW. The car brands he is researching are ________.