1
Q
Attitude is…
A
a psychological tendency expressed by
evaluating a particular entity with some
degree of favor or disfavor
2
Q
Humans value consistency because….
A
it promotes predictability
3
Q
Heider’s Balance Theory
A
People dislike unbalanced attitudes and will change to
resolve them
4
Q
Fishbein’s
A
Multiattribute Attitude Model
5
Q
Two ways to change attitudes
A
- Through BELIEFS
2. Through VALUES
6
Q
What do multidimensional brand attitudes
imply for brand extensions?
A
- Not just about “quality”!
- Healthy extensions come from Brand Specific
Associations (BSAs) (i.e. dental floss, chewing gum)
7
Q
How do you assess fit using BSA?
A
BSA analysis
- Determine list of salient associations with brand
- Consider fit of specific associations with different
new product options
8
Q
What does ZMET stand for?
A
Zaltman Metaphor Elicitation Task
