Question 1

Explain the three components of the tricomponent attitude model.

Accepted Answer

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Question 2

Direct marketing efforts have an excellent chance of favourably influencing target consumers' attitudes because the products offered, and the promotional messages conveyed, are carefully designed to address the individual segment's needs, and thus achieve a higher hit rate than mass marketing.

Accepted Answer

Direct marketing allows for personalized messages and offerings that are tailored to the individual segment's needs, leading to a higher chance of positively influencing their attitudes towards the product or service being promoted.

Question 3

Attitudes usually are formed following the purchase and consumption of a product.

Accepted Answer

Attitudes can be formed before, during, or after the purchase and consumption of a product. They can also be influenced by factors such as marketing, past experiences, and social norms.

Question 4

One strategy for changing attitudes can be by either adding or removing an attribute.

Accepted Answer

This strategy is known as attribute manipulation and involves highlighting or downplaying certain attributes of a person, object, or idea to change attitudes towards them.

Question 5

People with personalities with a high need for cognition are likely to form positive attitudes in response to ads that are rich in product-related information.

Accepted Answer

People with high need for cognition tend to enjoy thinking and processing information, therefore they are more likely to respond positively to ads with detailed product information that can stimulate their thinking and provide them with information to make informed decisions.

Question 6

When cognitive dissonance occurs after the purchase it is called post-purchase dissonance.

Accepted Answer

Post-purchase dissonance occurs when there is a discrepancy between the consumer's expectations and the actual product experience after the purchase. It can result in feelings of regret or dissatisfaction, and may lead to further research or avoidance of similar products in the future.

Question 7

One of the criteria used to test attributes is by checking whether the inference or reaction is consistent over time.

Accepted Answer

Testing consistency over time is one of the criteria used to test attributes.

Question 8

The elaboration likelihood model (ELM) proposes the more global view that consumer attitudes are changed by two distinctly different 'routes to persuasion': a central route and a peripheral route.

Accepted Answer

The statement accurately describes the two routes to persuasion proposed by the elaboration likelihood model. The central route involves a careful and thoughtful evaluation of the message arguments, while the peripheral route relies on peripheral cues and superficial aspects of the message.

Question 9

In recent years, niche marketing (or, micromarketing) has lost its popularity amongst marketers.

Accepted Answer

Niche marketing has actually gained more popularity in recent years as marketers focus on targeting specific audiences with personalized messages and products. This trend has been driven by the increasing availability of data and technologies that enable companies to better understand their customers and create targeted marketing campaigns.

Question 10

The formation of attitudes is most strongly influenced by family.

Accepted Answer

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Question 11

Identify and describe the four key aspects of attitudes which can be found in the definition of attitudes.

Accepted Answer

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Question 12

One of the multi-attribute models is the attitude-towards-behaviour model. Explain the model and give an example.

Accepted Answer

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Question 13

The theory of planned behaviour has been widely used to help understand consumer willingness to engage in a broad range of activities, such as broadband adoption, blood donation and road safety.

Accepted Answer

The statement is true. The theory of planned behaviour has been applied in various fields, including consumer behaviour research to understand the factors that influence consumers' intentions and behaviours related to different activities.

Question 14

The primary means by which attitudes towards goods and services are formed is through consumers' exposure to mass media.

Accepted Answer

Attitudes towards goods and services are formed through a variety of factors such as personal experiences, recommendations from family and friends, advertising, social media, and online reviews. While mass media can certainly influence attitudes, it is not the primary means of forming them.

Question 15

Nestle hands out free samples of their new brand of chocolate snack bar at railway stations to commuters each morning for one week, in the hope that consumers will form a favourable attitude towards this product. Nestle is applying classical conditioning learning theory.

Accepted Answer

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Question 16

The 'foot-in-the-door' technique, is based on the premise that individuals look at their prior behaviour (e.g. compliance with a minor request) and conclude that they are the kind of person who says 'yes' to such requests (i.e. an internal attribution).

Accepted Answer

The 'foot-in-the-door' technique is indeed based on the premise that prior compliance with a minor request leads individuals to make an internal attribution and see themselves as the kind of person who says 'yes' to such requests.

Question 17

If a consumer switches to decaffeinated coffee to help her sleep better at night, she may switch to decaffeinated colas because she associates decaffeinated drinks with relaxation. This situation describes attitude change by changing a brand belief.

Accepted Answer

This situation describes a change in behavior (switching to decaffeinated drinks) due to a change in belief or attitude (associating decaffeinated drinks with relaxation), not specifically changing a brand belief.

Question 18

Attitudes developed through product usage tend to be more confidently held and more enduring than those developed through reading an ad about the product.

Accepted Answer

Attitudes developed through direct experience with a product are more concrete and long-lasting than those developed through indirect exposure such as advertising.

Question 19

An ineffective attitude-change strategy is one where a marketer attempts to change consumer beliefs about the attributes of competitors' brands.

Accepted Answer

An ineffective attitude-change strategy would not specifically refer to changing consumer beliefs about competitors' brands. Effective strategies can involve altering perceptions about a brand's own attributes or value proposition, not necessarily focusing on competitors.

Question 20

Diane seeks to change consumer attitudes towards her company's products by demonstrating new ways that the product can be used. Diane is using a utilitarian function approach to consumer attitude change.

Accepted Answer

According to the utilitarian function approach, consumer attitude change occurs when consumers believe that using the product will provide some functional or practical benefit. By demonstrating new ways that the product can be used, Diane is attempting to persuade consumers that the product can provide additional benefits and increase its perceived utilitarian value.

Quiz 7: Consumer attitudes—attitude development and change