Exam 6: Consumer Attitude Formation and Change

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, by targeting people with strong attachments to their Irish heritage, The Celtic Knot is taking advantage of the ________ function of their target market's attitudes.

In marketing and consumer research, the conative component of the tri-component attitude model is frequently treated as an expression of the consumer's intention to buy.

According to the attitude-toward-object model, the consumer's attitude toward a product is a function of ________.

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 coworker 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 ________.

Marketers that offer coupons and free samples of new products to entice consumers to try them understand the importance of ________ in attitude formation.

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

________ 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 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.

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?

The principle of ________ suggests people accept or take credit for success, but assign failure to others or outside events.

Explain how involvement in a purchase situation affects the amount of cognitive elaboration a consumer will use, which can affect a marketer's success in altering the consumer's attitudes. Be sure to mention each of the two routes to persuasion in your response.

Attitudes are learned from direct experience with the product, word-of-mouth information acquired from others, or exposure to mass-media advertising, the Internet, and various forms of direct marketing.

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

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

Jill was recently complemented on her piano playing skills. She attributed her skill to the quality and skill of her instructor. This is an example of defensive attribution.

The Elaboration Likelihood Model proposes that consumers' attitudes are changed by two distinctly different routes to persuasion: ________ routes and ________ routes.

Competitors often try to change the strong and positive attitudes consumers have toward market leaders in an attempt to get consumers to switch brands.

________ portray consumers' attitudes with regard to an attitude object as a function of consumers' perceptions and assessment of the key attributes or beliefs of that object.

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 ________.

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.