Consumer Behavior Exam 2
questions with Complete Solutions
under what conditions do consumers make likelihood judgements? what does
this mean? - -when they have imperfect information; think about the
probability that a product contains a specific attribute or provides a specific
benefit
- What are the 3 main categories of product attributes? - -search,
experience, and credence attributes
- What is required to make a judgement about a search attribute? - -can be
judged simply by examining product, don't need to purchase to make the
judgement
- What is required to make a judgement about an experience attribute? - -
need to use product to make judgement
- What is required to make a judgement about a credence attribute? - -a
special case of experience attributes in which judgement requires extended
use
- What types of attributes are often used to form descriptive beliefs? - -
search and/or experience attributes
- What does the Halo Effect assume in regard to inferential beliefs? - -if a
brand is judged favorably on one key attribute, it must be good on other
attributes
- What is the major difference between inferential beliefs and
descriptive/informational beliefs - -inferential beliefs involve some type of
'evaluative judgement'
descriptive and informational beliefs simply describe likelihoods or
relationships between objects
- What is the bridge between beliefs and attitudes? - -inferential beliefs
- What are the 2 main components of attitudes? - -o ; 1) direction (positive,
negative, or neutral) and 2) strength (weak, moderate, strong)
- What is true of how strong attitudes are held? - -highly accessible from
memory, maintained with high confidence, little uncertainty, and high
evaluative-cognitive consistency
, - How do strong attitudes impact judgements/behavior? - -Strong attitudes
are difficult to change and have a large impact on other judgements and on
behavior
- What is the goal of marketers in relation to attitudes? - -Marketers strive
to elicit strong, favorable attitudes from their target market and limit strong,
negative attitudes
- What are effects of favorable attitudes on cognition, affect, and behavior? -
-Favorable attitudes lead consumer to focus on favorable beliefs (cognition),
focus on positive feelings (affect), and increases likelihood to buy and
consume (behavior)
- When is someone's attitude most likely to be based on the beliefs of
someone else? - -consumer thinks the other person is more knowledgeable
- How do firms use findings from research on consumer beliefs/attitudes? - -
to 1) determine which attributes are most important to customers, 2)
develop better products and more effective promotion/advertising, and 3)
diagnose weaknesses of existing product and forecast demand
- When is an issue likely to elicit higher involvement? - -when it is important
and relevant
- What is enduring involvement? - -a fundamental interest in a particular
issue/topic that persists over time
- What is situational involvement? - -the temporary interest in something
brought on by a temporary situation; involvement will go away when
situation does
- What kinds of decisions are likely to elicit high situational involvement? - -
purchase decision is important and/or consequential or information is
inconsistent, complex and/or difficult to evaluate
- Which models of attitude formation focus on high involvement conditions?
- -expectancy-value model, theory of reasoned action, and information
integration theory
- What is the difference between the theory of reasoned action and the
information integration theory? - -theory of reasoned action suggests that
beliefs are *added* together, but information integration theory suggests
beliefs are *averaged* together
- What are the 2 dual-process models of attitude formation? - -elaboration
likelihood model and the heuristic/systematic model
, - What are the two 'routes' of the elaboration likelihood model? when do
they occur? - -Central route: high involvement
Peripheral route: low involvement
- What are the two 'routes' of the heuristic/systematic model? when do they
occur? - -systematic: high involvement
heuristic: low involvement
- How are attitudes formed when the central route is followed? What can be
said about these attitudes? - -With careful scrutiny to determine merits of
arguments; results in stable attitudes that are resistant to change and likely
to predict behavior
- How are attitudes formed when the peripheral route is followed? What can
be said about these attitudes? - -little cognitive effort required, relying on
heuristics and superficial information; allows attitude formation with little
cognition but are malleable and less likely to predict behavior
- How are attitudes formed when the systematic route is followed? What can
be said about these attitudes? - -Using systematic processing: analytical,
comprehensive treatment of relevant information, and judgements formed
are responsive to actual content
- What is necessary for systematic processing to occur? - -Requires
cognitive ability and capacity; domain knowledge and sufficient time needed
- How are attitudes formed when the heuristic route is followed? - -applying
judgmental rules, "heuristics", which are learned and then applied based on
easily processed cues
- What is necessary for heuristic processing to occur? - -Heuristics must be
available from memory, accessible from memory, and relevant (applicable)
- What is the major difference between the elaboration likelihood model and
the heuristic/systematic model? - -The elaboration likelihood model: people
follow one route or other, exclusively
The heuristic/systematic model: routes can interact/occur together
- What does the bias hypothesis infer about the heuristic/systematic model?
- -processing of heuristic cues may alter subsequent systematic
interpretation of cues
- Which route forms attitude if the heuristic route and systematic route point
to opposite conclusions? - -systematic overrules heuristic
questions with Complete Solutions
under what conditions do consumers make likelihood judgements? what does
this mean? - -when they have imperfect information; think about the
probability that a product contains a specific attribute or provides a specific
benefit
- What are the 3 main categories of product attributes? - -search,
experience, and credence attributes
- What is required to make a judgement about a search attribute? - -can be
judged simply by examining product, don't need to purchase to make the
judgement
- What is required to make a judgement about an experience attribute? - -
need to use product to make judgement
- What is required to make a judgement about a credence attribute? - -a
special case of experience attributes in which judgement requires extended
use
- What types of attributes are often used to form descriptive beliefs? - -
search and/or experience attributes
- What does the Halo Effect assume in regard to inferential beliefs? - -if a
brand is judged favorably on one key attribute, it must be good on other
attributes
- What is the major difference between inferential beliefs and
descriptive/informational beliefs - -inferential beliefs involve some type of
'evaluative judgement'
descriptive and informational beliefs simply describe likelihoods or
relationships between objects
- What is the bridge between beliefs and attitudes? - -inferential beliefs
- What are the 2 main components of attitudes? - -o ; 1) direction (positive,
negative, or neutral) and 2) strength (weak, moderate, strong)
- What is true of how strong attitudes are held? - -highly accessible from
memory, maintained with high confidence, little uncertainty, and high
evaluative-cognitive consistency
, - How do strong attitudes impact judgements/behavior? - -Strong attitudes
are difficult to change and have a large impact on other judgements and on
behavior
- What is the goal of marketers in relation to attitudes? - -Marketers strive
to elicit strong, favorable attitudes from their target market and limit strong,
negative attitudes
- What are effects of favorable attitudes on cognition, affect, and behavior? -
-Favorable attitudes lead consumer to focus on favorable beliefs (cognition),
focus on positive feelings (affect), and increases likelihood to buy and
consume (behavior)
- When is someone's attitude most likely to be based on the beliefs of
someone else? - -consumer thinks the other person is more knowledgeable
- How do firms use findings from research on consumer beliefs/attitudes? - -
to 1) determine which attributes are most important to customers, 2)
develop better products and more effective promotion/advertising, and 3)
diagnose weaknesses of existing product and forecast demand
- When is an issue likely to elicit higher involvement? - -when it is important
and relevant
- What is enduring involvement? - -a fundamental interest in a particular
issue/topic that persists over time
- What is situational involvement? - -the temporary interest in something
brought on by a temporary situation; involvement will go away when
situation does
- What kinds of decisions are likely to elicit high situational involvement? - -
purchase decision is important and/or consequential or information is
inconsistent, complex and/or difficult to evaluate
- Which models of attitude formation focus on high involvement conditions?
- -expectancy-value model, theory of reasoned action, and information
integration theory
- What is the difference between the theory of reasoned action and the
information integration theory? - -theory of reasoned action suggests that
beliefs are *added* together, but information integration theory suggests
beliefs are *averaged* together
- What are the 2 dual-process models of attitude formation? - -elaboration
likelihood model and the heuristic/systematic model
, - What are the two 'routes' of the elaboration likelihood model? when do
they occur? - -Central route: high involvement
Peripheral route: low involvement
- What are the two 'routes' of the heuristic/systematic model? when do they
occur? - -systematic: high involvement
heuristic: low involvement
- How are attitudes formed when the central route is followed? What can be
said about these attitudes? - -With careful scrutiny to determine merits of
arguments; results in stable attitudes that are resistant to change and likely
to predict behavior
- How are attitudes formed when the peripheral route is followed? What can
be said about these attitudes? - -little cognitive effort required, relying on
heuristics and superficial information; allows attitude formation with little
cognition but are malleable and less likely to predict behavior
- How are attitudes formed when the systematic route is followed? What can
be said about these attitudes? - -Using systematic processing: analytical,
comprehensive treatment of relevant information, and judgements formed
are responsive to actual content
- What is necessary for systematic processing to occur? - -Requires
cognitive ability and capacity; domain knowledge and sufficient time needed
- How are attitudes formed when the heuristic route is followed? - -applying
judgmental rules, "heuristics", which are learned and then applied based on
easily processed cues
- What is necessary for heuristic processing to occur? - -Heuristics must be
available from memory, accessible from memory, and relevant (applicable)
- What is the major difference between the elaboration likelihood model and
the heuristic/systematic model? - -The elaboration likelihood model: people
follow one route or other, exclusively
The heuristic/systematic model: routes can interact/occur together
- What does the bias hypothesis infer about the heuristic/systematic model?
- -processing of heuristic cues may alter subsequent systematic
interpretation of cues
- Which route forms attitude if the heuristic route and systematic route point
to opposite conclusions? - -systematic overrules heuristic
