Summary MCB-20806: Principles of consumer studies

What are the three elements of the theory of planned behaviour?

Answer: 1. Attitude towards behaviour: the degree to wich a person has a positive or negative evaluation of the behaviour in question. 2. subjective norm: perceived social pressure to perform or not perform a behaviour. 3. perceived behavioural control: perceived ease or difficulty of performing the behaviour.

What is a attitude?

Answer: Attitude is a summary evaluation of an object captured in attribute dimensions (good-bad,harmful-beneficial, pleasant- unpleasant)

Explain the functional perspective on attitudes

Answer: Attitudes are stable objectives stored in memory and they serve functions. Like organizing knowledge, utility (punishment or reward), expression and reward.

Explain the constructive perspective on attitudes

Answer: Temporary evaluations of a objectthat are developed on the spot. Depend on specific goals at that point and depend on the context.

What are the 4 functions of the functional perspective on attitudes?

Answer: 1. Utilitarian function: reward or punishment. Ads that communicate thedirect product benefit (drink coke just for the taste)2. Value-expresive function: consumers central value or self-concept. Whatdoes the product say about the person. 3. Ego-defensive function: protect person from external treaths or internalfeelings. Product that appeal insecurities: deodorant, women’s products,cigarettes (macho image). 4. Knowledge function: attitude formed for new order, structure or meaning.When person is confronted with new products

Attitudes can serve more than one function?

Answer: Attitudes can serve more than one function, but in many cases one is dominant.

The three elemets of the ABC model are:

Answer: 1. Affect: the way a consumerfeels about an attitude object 2. Behaviour: person’s intentionsto do something, but does not always result in actual behaviour- 3. Cognition: beliefs a consumerhas about an attitude.

The standard learning hierarchy assumes that:

Answer: Consumers are highly evolved when making purchase dicisions (Think>feel>do)

The low involvement hierarchy assumes that:

Answer: Consumer has no strong preference for one brand or another, but forms opinion after buying (Do>feel>think)

The experiential hierarchy assumes that:

Answer: Consumers have emotional responses towards product attributes that form their attitude(Feel>think>do)