Page 114 - DMGT506_CONSUMER_BEHAVIOUR

Unit 7: Consumer Attitudes

6. You think that Nano must be a quality car as it is manufactured by Tata Motors. Here Notes
…………… component of attitude comes into play.
7. Attitudes vary as per moods of individual. This shows that attitudes cannot be ……………….

8. Maruti Suzuki SX4 advertises itself as a car built for MEN. This appeals to the …………………
function of attitude.
9. Conative component of attitude is treated as …………………… to buy.

10. ………………….. model predicts individual's attitude towards purchase in a better manner
than Attitude-towards-Object Model.

7.7 Review Questions

1. Discuss three-component model of attributes. What is the relevance of this model to
advertising objectives?
2. "Most advertising for well known brands attempt to maintain and reinforce positive
attitudes". Discuss.
3. Use any scale of your choice and measure your own attitude about: Computers, soft
drinks, toilet soaps, fast food joints and Discovery Channel.
4. "Liking can occur without any cognitive activity". Explain.

5. "In all buying situations, consumers do not pass through learn-feel-do sequence".
Comment.
6. Comment on ego-defensive function of attitude. Give instances where you purchased a
product to maintain your self-image.
7. Describe any one advertisement of any brand of car that you have recently seen. Describe
the appeal used in that ad and how it will influence the attitudes of the consumer?
8. Compare Attitude towards Object Model vis-à-vis Fishbein's Behavioural Intentions Model.
9. In many situations, you must have noticed that even when you had a strong attitude
towards a particular premium brand of clothing, you don't buy it. Why do you think this
happens?
10. Why is it difficult to measure attitudes? Explain using examples.

Answers: Self Assessment

1. ego-defensive 2. affective
3. salient 4. utilitarian
5. knowledge 6. cognitive
7. measured 8. value expressive
9. intention 10. Fishbein's Behavioural Intentions Model

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