Attitudes & Perception

Question 1

What is an attitude?

Answer 1

Fill, 2013

- Attitudes are predispositions that are shaped through experience and how we response to an object or situation

Question 2

How many different ways can attitudes be formed?

Answer 2

• Conditioning: Repeated exposure
• Modelling: Observation
• Cognitive learning: problem solving
• Regular contact by marketers

Question 3

What is the Tri-component mode of attitudes?

Answer 3

3 main components

• Cognitive (Belief): Where people base their attitudes on the beliefs
• Affective (Feelings): A consumers emotions or feelings about a brand/product
• Conative (Behavioural Intentions): Likelihood of consumers undertaking the behaviour

Question 4

What is the ABC Model of attitude?

Answer 4

3 main components

• Cognitive (Awareness & knowledge: THINK)
• Affective (Interest and liking: FEEL)
• Conative (Action & behavioural response: DO)

Question 5

Using the ABC model explain them standard learning hierarchy:

Answer 5

Cognitive - Affective - Conative

- This is a problem solving process

Question 6

In the ABC model what is another word for cognitive?

Answer 6

Cognitive is the equivalent to think

Question 7

In the ABC model what is another word for Affective?

Answer 7

Affective is the equivalent to feel

Question 8

In the ABC model what is another word for conative?

Answer 8

Conative is the equivalent to do

Question 9

Using the ABC model explain the low-involvement hierarchy:

Answer 9

Conative - Affective - Cognitive

- This is based on good or bad experiences

Question 10

How many functional theories of attitude are there?

Answer 10

4

Question 11

What are functional theories to attitudes?

Answer 11

Developed by Katz, it offers an explanation as to the functional motives of attitudes to consumers

Question 12

What are the 4 different functional theories of attitudes?

Answer 12

• Utilitarian Function: This is related to the basic principles of reward and punishment, decision is based around the amount of pain or pleasure a decision will bring
• Value Expressive Function: is employed when a consumer is basing their attitude on a product or service self-concept or central values.
• Ego Defensive Function: Is apparent when a consumer feels that the use of a product or service might compromise their self-image, this is very hard to change
• Knowledge Function: Effects individuals who are careful about organizing and providing structure regarding their attitude or opinion of a product or service. These people can have their opinions changed through fact.

Question 13

What is a salient belief?

Answer 13

The most important belief

Question 14

How can you measure consumers attitudes?

Answer 14

• Likert sales
• Semantic differential scales (e.g. Good taste ————– bad taste)
• Measure purchase intention

Question 15

How can attitude be change?

Answer 15

• A change in satisfaction

- A change in aspiration

Question 16

What are some of the influences that can change attitudes?

Answer 16

• Source credibility
• Message characteristics
• Media characteristics
• Receiver characteristics

Question 17

What is perception?

Answer 17

Perception is the process by which physical sensations such are selected, organised and interpreted

Question 18

What are the sensory systems & how can they be interpreted?

Answer 18

• Vision: Colour/products/logos, can have symbolic meanings
• Smell: Odours can affect mood
• Sound: Can affect peoples behaviour
• Touch: Can increase attachment
• Taste: Can contribute to experience

Question 19

What is perceptual selectivity?

Answer 19

Where we select the senses we want to interpret, as we don’t allow all of them to make their way through to the perceptual process

Question 20

What is Semiotics?

Answer 20

The understanding of how signs and symbols work to provide different meanings

Question 21

How do consumers use marketing communications?

Answer 21

To help them understand the meanings of products

Question 22

What is the role of symbolism in interpretation?

Answer 22

• Signs function on several levels
• May be intended literally
• Meaning may be indexical (relating to or denoting a word or expression)
• Meaning can be conveyed by a individual