MKC2110 Study Guide - Midterm Guide: Theory Of Reasoned Action
6 Jun 2018
School
Department
Course
Professor
WEEK 6 TUTORIAL Q1
Desrie Fishei’s ulti-attribute model of attitude and outline how this model can
e of use to arketers. Usig Fishei’s formula from the lectures, give an example of
how this odel ight e used to uderstad a osuer’s attitude to three differet
models of small car.
Fisheig ulti-attribute model is used for more high involvement purchases, in which
the attitude of a consumer towards an object is weighted against desirable and
udesiale oseuees. Muh like i Kelles diaga, the odel helps aketes
weigh attributes, attitudes and benefits to try and enable a positive brand association.
The model enables the to see hat is udesiale i the osues ees.
The model allows marketers to explain consumer attitudes. Such that, if marketers wish
to change an attitude, they look to the formula and change a specific belief component,
change the importance assigned to an attribute or evaluation of consequences, or
introduce a new attribute.
Essentially it looks towards how well a company does in certain attributes, how good or
ad ae the i the osues pespetie. What does thei opetitos hae that
beats the? A idiiduals attitude toad a ojet if a futio of his eliefs aout
the object and the evaluative aspects of the beliefs. These beliefs are made of two
components; Favourability of an attitudes which is denoted by Ei; the evaluation, and
strength of our belief which is denoted by B, in which it is the degree to which we
believe that the attitude object has an attribute.
The use of the fishbein model requires cognitive energy as it evaluates our beliefs, such
that it can be divided between descriptive beliefs, evaluative beliefs and normative
beliefs. By looking at our attitudes and beliefs towards the object or stimulus, it enables
aketes to eplai osue attitude athe tha just ideig the. It i tu a
be used to change attitudes by changing a consumers specific belief against a
component, or changing the importance that is assigned to an attribute.
Describe the Theory of Reasoned Action.
The Theory of reasoned action helps provide marketers an explanation of how, when
and why attitudes predict behavior. Due to this model, marketers are able to interpret a
osues ehaioual itetio though thei attitudes toad the stiulus, ith the
addition of norms operating alongside the situation. Essentially the TORA is an
expectancy value model, that proposes how beliefs influence attitudes and norms, with
the affect of behavior.
When interpreting the TORA it is best to interpret from bottom up, beginning with the
find more resources at oneclass.com
find more resources at oneclass.com
Document Summary
Des(cid:272)ri(cid:271)e fish(cid:271)ei(cid:374)"s (cid:373)ulti-attribute model of attitude and outline how this model can (cid:271)e of use to (cid:373)arketers. Usi(cid:374)g fish(cid:271)ei(cid:374)"s formula from the lectures, give an example of how this (cid:373)odel (cid:373)ight (cid:271)e used to u(cid:374)dersta(cid:374)d a (cid:272)o(cid:374)su(cid:373)er"s attitude to three differe(cid:374)t models of small car. Fish(cid:271)ei(cid:374)(cid:859)g (cid:373)ulti-attribute model is used for more high involvement purchases, in which the attitude of a consumer towards an object is weighted against desirable and u(cid:374)desi(cid:396)a(cid:271)le (cid:272)o(cid:374)se(cid:395)ue(cid:374)(cid:272)es. Mu(cid:272)h like i(cid:374) kelle(cid:396)(cid:859)s diag(cid:396)a(cid:373), the (cid:373)odel helps (cid:373)a(cid:396)kete(cid:396)s weigh attributes, attitudes and benefits to try and enable a positive brand association. The model enables the(cid:373) to see (cid:449)hat is u(cid:374)desi(cid:396)a(cid:271)le i(cid:374) the (cid:272)o(cid:374)su(cid:373)e(cid:396)(cid:859)s e(cid:455)es. The model allows marketers to explain consumer attitudes. Such that, if marketers wish to change an attitude, they look to the formula and change a specific belief component, change the importance assigned to an attribute or evaluation of consequences, or introduce a new attribute.
