Consumer Behavior Quiz

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Questions and Answers

What percentage more are UK consumers willing to pay for sustainable alternatives to their usual products?

10%

20%

25% (correct)

30%

What function of attitudes relates to rewards and punishments?

Utilitarian Function (correct)

Value-Expressive Function

Knowledge Function

EGO-Defensive Function

Which of the following functions of attitudes helps to express consumer values or self-concept?

EGO-Defensive Function

Value-Expressive Function (correct)

Knowledge Function

Utilitarian Function

Which of the following best describes the concept of an attitude object (AO)?

Anything toward which one has an attitude Signup and view all the answers

What is the primary goal of persuasion in consumer behavior?

To actively change attitudes Signup and view all the answers

What is the highest level of attitude formation in the hierarchy of effects?

Internalization Signup and view all the answers

Which principle describes the drive to maintain harmony among thoughts, feelings, and behaviors?

Consistency Principle Signup and view all the answers

Which technique involves making a small request followed by a larger one?

Foot-In-The-Door Technique Signup and view all the answers

What is the main aim of the Door-In-The-Face technique?

To make the initial request appear more extreme Signup and view all the answers

Which level of attitude formation occurs when attitudes are formed to conform to a group?

Identification Signup and view all the answers

Which component of an attitude refers to the feelings a consumer has toward an attitude object?

Affect Signup and view all the answers

In the low-involvement hierarchy, when does a consumer typically evaluate a product?

After making the purchase Signup and view all the answers

What does the cognitive-affective model describe in consumer behavior?

Sensory recognition leads to memory retrieval for categorization Signup and view all the answers

Which of the following best describes the independence hypothesis in attitudes?

Affect and cognition are separate systems Signup and view all the answers

In a high-involvement hierarchy, how does a consumer approach a product decision?

As a problem-solving process Signup and view all the answers

What is the role of cognition in the ABC model of attitudes?

It reflects the beliefs a consumer holds about an attitude object Signup and view all the answers

Which scenario is most likely associated with the experiential hierarchy of effects?

A consumer impulsively buys based on emotional appeal Signup and view all the answers

What might a consumer's behavior reflect in the context of the ABC model?

The consumer’s emotional connection to the brand Signup and view all the answers

What is a key measure in the Extended Fishbein Model for understanding purchasing behavior?

Behavioral intentions related to purchasing Signup and view all the answers

In the Basic Multiattribute Model, which attribute has the highest importance score for 'All women' schools?

Academic reputation Signup and view all the answers

Which of the following strategies is NOT part of marketing applications of the Multiattribute Model?

Measure customer satisfaction directly Signup and view all the answers

What aspect is crucial to measure according to the Extended Fishbein Model regarding purchasing?

The attitude toward the act of buying itself Signup and view all the answers

In the context of Saundra’s college decision, which university received the lowest attitude score?

Smith Signup and view all the answers

What determines an individual's attitude toward an object according to the Multiattribute Attitude Model?

The linkages between objects and their attributes Signup and view all the answers

In Balance Theory, which of the following represents a triad structure?

Person, attitude object, other person/object Signup and view all the answers

What is the effect called when new information is interpreted in light of pre-existing attitudes?

Assimilation effect Signup and view all the answers

What psychological pressure does Kristin experience in the Balance Theory example?

Pressure to restore balance Signup and view all the answers

What are the 'salient beliefs' in the context of the Multiattribute Attitude Model?

Important beliefs considered during evaluation Signup and view all the answers

What is a common outcome when individuals encounter assimilation effects?

They shift their attitude towards the new information Signup and view all the answers

According to Balance Theory, Kristin's negative sentiment towards men's earrings creates a condition of:

Unbalanced triad Signup and view all the answers

What do object-attribute linkages in the Multiattribute Attitude Model represent?

The likelihood an object possesses an attribute Signup and view all the answers

Study Notes

Consumer Behaviour: Lecture 9 - Attitudes

Attitudes are lasting evaluations of people, objects, advertisements, or issues.
The attitude object (AO) is anything towards which someone has an attitude.
Attitudes are formed in several ways.
Persuasion is an active attempt to change attitudes.

Functional Theory of Attitudes

Utilitarian Function: Relates to rewards and punishments; consumer buys product to gain a reward or avoid a punishment.
Value-Expressive Function: Expresses consumer values or self-concept, e.g., buying a specific brand to show their values.
Ego-Defensive Function: Protects consumers from external threats or internal feelings.
Knowledge Function: Consumers need for order, structure, or meaning; trying to understand and categorize.

Discussion Points (Student Motivation)

Based on the four functions discussed, suggest solutions to motivate students to stay in school and complete their programs.
Utilitarian: Offer rewards for participation, grades or recognition.
Value-expressive: Highlight the value of education and its rewards in line with the student's values.
Ego-Defensive: Help students address any fears that might lead to dropping out.
Knowledge: Emphasize the structure/meaning/order that learning provides.

The ABC Model of Attitudes

Attitudes are more complex.
An attitude has three components:
- Affect: Consumer's feelings about the object.
- Behavior: Intentions to do something regarding the object.
- Cognition: Consumer's beliefs about the object.

Hierarchies of Effects

High-involvement hierarchy: A problem-solving approach; a consumer carefully considers the product before purchase. Example: Buying a computer.
Low-involvement hierarchy: The consumer acts on limited knowledge, forming the attitude after the purchase. Example: Purchasing a household item.
Experiential hierarchy: Consumer acts on the basis of emotional reactions. Product affects emotions, which can influence the purchase. Example: Buying perfume or clothing based on feelings.
Sensory recognition and retrieval of information affect cognition and affect regarding an object.

Discussion (Decision Making)

Share a recent decision you made:
Think-Feel-Do: Reflecting on the cognitive aspects before experiencing the product, leading to the purchase. High Involvement: Evaluating attributes/features to make the final decision.
Do-Feel-Think: Experience drives attitudes. A product's attributes lead to a feeling, then a purchase decision. Could be low involvement.
Feel-Do-Think: Emotions precede decisions and evaluations. Experiential: Consumer reacts to feeling or emotion.

Factors Influencing Attitude Formation

Experience: Learning by using a product and its experience.
Social Roles & Norms: Following social roles and norms in forming attitudes
Classical & Operant Conditioning: Forming attitudes through association and reinforcement.
Observing People in the Environment: Learning by observing others. Important for role modeling and observational learning in developing attitudes.

Attitude Commitment

Internalization: A deep-seated attitude. Part of the consumer's value system. Strongest and most resistant to change.
Identification: Mid-level attitude; to conform to another person or group.
Compliance: Lowest level, based on rewards or to avoid punishment. Least committed and easiest to change.

Consistency Principle

Values harmony between thoughts, feelings, and behavior.
Consumers adapt their beliefs/feelings/behaviors to maintain a consistent outlook.
Related to the theory of cognitive dissonance: We resolve dissonance when attitudes and behaviors are inconsistent.

Self-Perception Theory

Foot-in-the-door technique: Consumer more likely to comply when a smaller request precedes a larger one.
Low-ball technique: Initially agreement for a small favour, then disclosed that it's costly.
Door-in-the-face technique: A large initial request is followed by a smaller/more reasonable request.

We assimilate new information about attitude objects in light of what we already know/feel.
Attitudes are frames of reference (initial attitudes about the object). They include lattitudes of acceptance and rejection.
Two key parts of the theory are assimilation and contrast effects.

Balance Theory

Considers perceptions of relationships among different attitude objects.
Triad attitude structures include:
- Person
- Attitude object
- Other person (or object)
Consumers try to achieve consistency within the triads. When the triad is unbalanced, pressure arises to establish balance.

Attitude Models

Attitude models identify and combine specific components to predict consumers' overall attitudes towards a product or brand.

A Multiattribute Attitude Model (Fishbein Model)

Salient beliefs: Relevant beliefs about the object.
Object-attribute linkages: The probability a particular object has a particular attribute.
Evaluation: Evaluating important attributes.

The Extended Fishbein Model (Theory of Reasoned Action)

Measures behavioral intentions, not just intentions.
Acknowledge the role of social pressure in decisions.
Measurement of attitudes towards the act of buying a product.

Marketing Applications of the Multiattribute Model

Capitalize on relative advantage: Highlight a product benefit.
Strengthen perceived linkages: Link the product to desirable attributes.
Add a new attribute: Introduce a new feature to improve the product.
Influence competitor's ratings: Comparison-based messaging to portray a product favourably.

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Description

Test your knowledge on key concepts in consumer behavior and attitudes. This quiz covers various principles related to consumer decision-making, persuasion techniques, and attitude formation. Challenge yourself and see how well you understand these crucial topics!