Exam 8: Consumer Attitude Formation and Change

An example of the ________ function of motivation is for Crest to point out how its new toothbrush is superior to all other toothbrushes in controlling gum disease by removing more plaque.

In order to reduce ________,consumers can rationalize their purchase decision as being wise,seek out advertisements that support their choice,try to "sell" friends on the positive features of the brand,or look to known satisfied owners for reassurance.

In the theory of trying to consume,the consumer's attempts to consume may be a result of ________ or ________ impediments that prevent the desired action or outcome.

For market leaders that enjoy a significant amount of consumer goodwill and loyalty,the overriding marketing goal is to fortify the existing positive attitudes of consumers so that they will not succumb to competitors' special offers and other inducements designed to win them over.

Jake feels that shopping in thrift shops shows a lack of class and sophistication.This attitude would be captured by which of the following multiattribute attitude models?

The ________ is designed to account for cases in which the action or outcome is desired but not certain,and reflects the consumer's attempts to consume,whether or not they are successful.

CAR MINI CASE: Carl is looking to buy a new car because he needs more space for driving his kids to and from their after-school activities and for transporting all their gear.His wife has suggested that the family buy a station wagon, but Carl has a negative attitude toward station wagons because he feels that they are "Mom-mobiles" that consign their drivers to a life of car pools and PTA meetings.He then sees an ad for Subaru with a beautiful outdoor setting and attractive young people using a Subaru station wagon.The voice-over discusses the physical attributes of the car and the demographics of its owners.After seeing a Subaru ad portraying its station wagon as a trendy automotive option for exciting young people looking for more cargo room than a sedan and better fuel-efficiency than an SUV, Carl finds himself to be much more enthusiastic about his wife's station wagon suggestion.He purchases a Subaru, but later begins thinking that he probably should have purchased a Volvo for its reputation of greater safety. -In the CAR MINI CASE,Subaru's portrayal of its station wagon as a car designed for young people who need extra cargo space to accommodate their active lives.This appeals to Carl because that is how he sees himself.In this way,Subaru is appealing to the ________ function to change attitudes toward station wagons.

The ________ model is designed to capture the individual's attitude toward acting with respect to an object rather than the attitude toward the object itself.

Direct marketing efforts have an excellent chance of favorably influencing target consumer's attitudes because ________.

PUB MINI CASE: Sean and his friends, most of whom are Irish immigrants or have Irish parents, enjoy drinking at The Celtic Knot, a small New York pub that serves many Irish beers, is decorated with genuine Irish paraphernalia, and holds weekly traditional Irish music sessions .Like many of his friends, Sean enjoys the feeling the pub gives him of connection with his Irish heritage.The pub advertises at community centers and churches in predominantly Irish areas of the city.On its posters, underneath a photo of a group of attractive young people in a cozy corner of the pub drinking and laughing together, is the pub's slogan: "Because being Irish is about more than just St.Paddy's Day." -In the PUB MINI CASE,by targeting such a specific market,The Celtic Knot is engaging in ________.

________ involve both the beliefs that the consumer attributes to relevant others,such as friends and parents,and the consumer's motivation to comply with the beliefs held by those relevant others.

If an undergraduate student was considering getting a tattoo and stopped to ask herself what her parents would think of such behavior,such a reflection would constitute her ________.

COFFEE MINI CASE: Linda is a heavy coffee drinker and a friend recommends that she try Sunrise Coffee, a new coffee house in town, because it sells delicious coffee.Linda replies that she really prefers to drink her coffee in the peace and quiet of her own home.One morning, Linda is running late and doesn't have time to make herself a cup of coffee, so she stops by Sunrise and is greeted by a cheerful staff and a great-tasting coffee, all of which put Linda in a good mood. Upon arriving at work, a co-worker comments on her alert, up-beat attitude that morning.Linda replies that it must be the great weather that day, sunshine after a week of solid rain.The following morning, Linda recalls what a pleasant experience she had at Sunrise and decides to go again. -In the COFFEE MINI CASE,Linda's new attitude toward,and repeat patronage of Sunrise Coffee is a function of the ________ component of the tricomponent attitude model.

________ assess(es)the likelihood of a consumer purchasing a product or behaving in a certain way.

Direct-marketing efforts have an excellent chance of favorably influencing target consumers' attitudes because the products and services offered and the promotional messages conveyed are very carefully designed to address the individual segments' needs and concerns.

One of the multiattribute models is the attitude-toward-behavior model.Explain the model and give an example.

PUB MINI CASE: Sean and his friends, most of whom are Irish immigrants or have Irish parents, enjoy drinking at The Celtic Knot, a small New York pub that serves many Irish beers, is decorated with genuine Irish paraphernalia, and holds weekly traditional Irish music sessions .Like many of his friends, Sean enjoys the feeling the pub gives him of connection with his Irish heritage.The pub advertises at community centers and churches in predominantly Irish areas of the city.On its posters, underneath a photo of a group of attractive young people in a cozy corner of the pub drinking and laughing together, is the pub's slogan: "Because being Irish is about more than just St.Paddy's Day." -In the PUB MINI CASE,by targeting people with strong attachments to their Irish heritage,The Celtic Knot is taking advantage of the ________ function of their target market's attitudes.

CAR MINI CASE: Carl is looking to buy a new car because he needs more space for driving his kids to and from their after-school activities and for transporting all their gear.His wife has suggested that the family buy a station wagon, but Carl has a negative attitude toward station wagons because he feels that they are "Mom-mobiles" that consign their drivers to a life of car pools and PTA meetings.He then sees an ad for Subaru with a beautiful outdoor setting and attractive young people using a Subaru station wagon.The voice-over discusses the physical attributes of the car and the demographics of its owners.After seeing a Subaru ad portraying its station wagon as a trendy automotive option for exciting young people looking for more cargo room than a sedan and better fuel-efficiency than an SUV, Carl finds himself to be much more enthusiastic about his wife's station wagon suggestion.He purchases a Subaru, but later begins thinking that he probably should have purchased a Volvo for its reputation of greater safety. -In the CAR MINI CASE,Carl's initial attitude toward station wagons is best described by which of the following multiattribute attitude models?

Which of the following types of companies is most likely to go after an attitude change market strategy?

Jill was recently complemented on her piano playing skills.She attributed her skill to the quality and skill of her instructor.This is an example of defensive attribution.