Assignment

Consumer behavior (11^th) 

8-1 How can an attitude play an ego-defensive function?

8-2 Describe the ABC model of attitudes.

8-3 List the three hierarchies of attitudes, and describe the major differences among them.

8-4 How do levels of commitment to an attitude influence the likelihood that it will become part of the way we think about a product in the long term?

8-5 We sometimes enhance our attitude toward a product after we buy it. How does the theory of cognitive dissonance explain this change?

8-6 What is the foot-in-the-door technique? How does self-perception theory relate to this effect?

8-7 What are latitudes of acceptance and rejection? How does a consumer’s level of involvement with a product affect his latitude of acceptance?

8-8 According to balance theory, how can we tell if a triad is balanced or unbalanced? How can consumers restore balance to an unbalanced triad?

8-9 Describe a multi-attribute attitude model and list its key components.

8-10 “Do as I say, not as I do.” How does this statement relate to attitude models?

8-11 What is a subjective norm, and how does it influence our attitudes?

8-12 What are three obstacles to predicting behavior even if we know a person’s attitudes?

8-13 Describe the theory of reasoned action. Why might it not be equally valuable when we apply it to non-Western cultures?

8-14 List three psychological principles related to persuasion.

8-15 Describe the elements of the traditional communications model, and tell how the updated model differs.

8-16 What are blogs and how can marketers use them?

8-17 What is source credibility, and what are two factors that influence our decision as to whether a source is credible?

8-18 What is the difference between buzz and hype? How does this difference relate to the corporate paradox?

8-19 What is a halo effect, and why does it happen?

8-20 What is an avatar, and why might and advertiser choose to use one instead of hiring a celebrity endorser?

8-21 When should a marketer present a message visually versus verbally?

8-22 Hoe does the two- factor theory explain the effects of message repetition on attitude change?

8-23 When is it best to present a two-sided message versus a one-sided message?

8-24 Do humorous ads work? If so, under what conditions?

8-25 Should marketers ever try to arouse fear in order to persuade consumers?

8-26 Why do marketers use metaphors to craft persuasive messages? Give two examples of this technique.

8-27 What is the difference between a lecture and drama?

8-28 Contrast the hierarchies of effects the chapter outlines. How should marketers take these different situations into account when they choose their marketing mix?

8-33 A flog is a fake blog a company posts to build buzz around its brand. Is this ethical?

8-41 Devise an attitude survey for a set of competing automobiles. Identify areas of competitive advantage or disadvantage for each model you include.

8-45 Why would a marketer consider saying negative things about her product? When is this strategy feasible? Can you find examples of it?