LSUS MBA 776 DARRAT EXAM 2 SCRIPT
COMPLETE ANSWERS GRADED A+
◉ Expectancy-Value Model
Answer: attitude formation posits that consumers evaluate
products and services by combining their brand beliefs—both
positive and negative—according to importance.
◉ Heuristics
Answer: rules of thumb
◉ Elaboration Likelihood Model
Answer: Influential model of attitude formation and change,
describes how consumers make evaluations in both low- and
high-involvement circumstances.
- central route: attitude formation or change stimulates much
thought and is based on the consumer's diligent, rational
consideration of the most important product information
- peripheral route: attitude formation or change provokes much
less thought and results from the consumer's association of a
brand with either positive or negative peripheral cues
◉ Intervening Forces
, Answer: two general factors can intervene between the purchase
intention and the purchase decision
- attitudes of others: The degree to which we're influenced by
another person's attitude depends on two factors: (1) the
intensity of the other person's attitude toward our preferred
alternative and (2) our motivation to comply with the other
person's wishes.
- situational considerations: may erupt to change the purchase
intention.
◉ Perceived Risk
Answer: consumer's decision to modify, postpone, or avoid a
purchase decision is heavily influenced by one or more types:
- physical risk: product does not perform to expectations
- physical risk: product poses a threat to the physical well-being
or health of the user or others
- financial risk: product is not worth the price paid
- psychological risk: product affects the mental well-being of the
user
- social risk: product results in embarrassment in front of others
- opportunity risk: that the failure of the product results in
spending more time and money to find another, more satisfactory
product
COMPLETE ANSWERS GRADED A+
◉ Expectancy-Value Model
Answer: attitude formation posits that consumers evaluate
products and services by combining their brand beliefs—both
positive and negative—according to importance.
◉ Heuristics
Answer: rules of thumb
◉ Elaboration Likelihood Model
Answer: Influential model of attitude formation and change,
describes how consumers make evaluations in both low- and
high-involvement circumstances.
- central route: attitude formation or change stimulates much
thought and is based on the consumer's diligent, rational
consideration of the most important product information
- peripheral route: attitude formation or change provokes much
less thought and results from the consumer's association of a
brand with either positive or negative peripheral cues
◉ Intervening Forces
, Answer: two general factors can intervene between the purchase
intention and the purchase decision
- attitudes of others: The degree to which we're influenced by
another person's attitude depends on two factors: (1) the
intensity of the other person's attitude toward our preferred
alternative and (2) our motivation to comply with the other
person's wishes.
- situational considerations: may erupt to change the purchase
intention.
◉ Perceived Risk
Answer: consumer's decision to modify, postpone, or avoid a
purchase decision is heavily influenced by one or more types:
- physical risk: product does not perform to expectations
- physical risk: product poses a threat to the physical well-being
or health of the user or others
- financial risk: product is not worth the price paid
- psychological risk: product affects the mental well-being of the
user
- social risk: product results in embarrassment in front of others
- opportunity risk: that the failure of the product results in
spending more time and money to find another, more satisfactory
product
