MKT 3510 Study Guide - Final Guide: Cognitive Dissonance, Reference Group, Subculture
22 May 2018
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Consumer Behavior Final Study Sheet 12th Edition
1. Describe each component of the tri-component model (ABC Model). Discuss the
principle of cognitive consistency.
a. Affect, Behavior, Cognition: AFFECT- describes how consumer feels about
attitudes object; BEHAVIOR- refers to intention to take action about it, intention
does not always result in actual behavior; COGNITION- what he or she believes
to be true about the attitude object. The ABC model emphasizes the
interrelationships among knowing, feeling & doing. It cannot determine
consumers attitudes towards a product if we just identify cognitions or beliefs
about it. Principle of cognitive consistency- we value harmony among our
thoughts, feelings, and behaviors and a need to maintain uniformity among
these elements motivates us. This desire means if necessary we change our
thoughts, feelings, or behaviors to make them consistent with other experiences.
2. How strongly or weakly a consumer is committed to a specific attitude relates to the
level of involvement he or she has with the attitude object (product). Describe the
strength of commitment involved in each of the following and provide examples in your
answer.
a. There are three levels of commitment—compliance, identification, and
internalization. During compliance, the lowest level, we form an attitude
because it helps us to gain rewards and avoid punishment. This attitude is very
superficial; it is likely to change when others no longer monitor our behavior or
when another option becomes available. Identification occurs when we form an
attitude to ofor to aother persos/ groups epetatios. Adertisig that
depicts the dire social consequences when we choose some products over
others relies on the tendency of consumers to imitate the behavior of desirable
models. Internalization is the highest level of involvement where deep-seated
attitudes become part of our value system (internalized). These attitudes are
very difficult to change because they are so important to us.
3. Compare and contrast the uses of the emotional appeals of sex, humor, and fear in
advertising. Provide strengths and/ or weaknesses of each.
a. Sex does tend to draw attention to an ad, however, it may be counterproductive
and distract consumers causing them to not remember the product, may hinder
recall and processing, generate negative feelings of females intentions. Humor in
advertising grabs attention and provide a source of distraction. Humor is
subjective and may interfere with processing. Humor can be integrated with
product information. Funny ads may cause counterarguing which is when a
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osuer thiks of reasos h the dot agree ith the essage. This
increases the likelihood of message acceptance because the consumer cannot
come up with arguments against product. Fear emphasizes the negative
consequences that can occur unless the consumer changes a behavior or an
attitude. There are different levels of intensity- too much intensity can turn off a
consumer and cause them to reject the message. Level of intensity should be
based off of the target market.
4. Explain the Elaboration Likelihood Model (ELM).
a. The ELM assumes that under conditions of high involvement, we take the central
route to persuasion. Under conditions of low involvement we take a peripheral
route instead. Each route is followed depending on personal relevance of a
message.
5. List and define the five stages of the cognitive decision making process.
a. Problem recognition: occurs when consumers experience and recognize a
significant difference between current state of affairs and some state we desire
b. information search: consumers survey/ research the environment for
appropriate data to make a reasonable decision.
c. Evaluation of alternatives: consumers evaluate the product in his or her
consideration set.
d. Produt hoie/ purhase: produt is or is ot hose to sole a uers prole
e. Postpurchase Evaluation: occurs when consumer experiences the product and
determines if it meets their expectations, does not meet their expectations, or
exceeds their expectations.
6. What is a cybermediary? Provide an example to illustrate the function of
cybermediaries.
a. There are two types of cybermediaries. Computer systems (apps) that
recommend products based on past consumer behaviors. Cybermediaries help
filter and organize information so consumers can identify and evaluate
alternatives. This includes comparison shopping sites and collaborative filters. An
example of that would be when amazon offers recommendations on what to
buy.
7. What are non-compensatory rules used by consumers in evaluation of products? When
are they used? Briefly describe the three types of non-compensatory rules.
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Document Summary
Consumer behavior final study sheet 12th edition: describe each component of the tri-component model (abc model). The abc model emphasizes the interrelationships among knowing, feeling & doing. It cannot determine consumers attitudes towards a product if we just identify cognitions or beliefs about it. Principle of cognitive consistency- we value harmony among our thoughts, feelings, and behaviors and a need to maintain uniformity among these elements motivates us. Describe the strength of commitment involved in each of the following and provide examples in your answer: there are three levels of commitment compliance, identification, and internalization. During compliance, the lowest level, we form an attitude because it helps us to gain rewards and avoid punishment. This attitude is very superficial; it is likely to change when others no longer monitor our behavior or when another option becomes available. Internalization is the highest level of involvement where deep-seated attitudes become part of our value system (internalized).
