Tutorial 3

Preparation Task

Building and Changing Attitudes

Your Name : Matriculation Number : Date Submitted : Your Tutor’s Name :

Solomon et al (2013) define an attitude as…?

Solomon et al (2013) define attitude as a long-term and overall evaluation of individuals, issues or objects. There exists a strong relation between attitude and culture as Solomon et al (2013) emphasize that, choices in relation to product consumption cannot be comprehended without taking into account the cultural context in which they are made. Solomon et al (2013) furthers this point by saying that culture is a prism whereby individuals view products and attempt to create a sense of their behaviour towards that product or service and this also influences other consumers. The argument place culture as customs, ideas and social behaviour of a given group of people or community.

What are the 3 components of the ABC model of attitudes?

Affect

Behavioural Intentions

Cognition

Name 4 functions of attitudes and give an example for each one:

Adjustment function- for example consumers’ attitudes help them reach a given objective

Ego Defensive function- this is where consumer’s attitudes are employed in protecting centrality or self-image.

Value expressive- this is where attitude helps the consumer in making firm actions about given values

Knowledge function- this provides a reference frame for comprehending and adapting to the world.

Name 2 other perspectives on communication than the traditional communications model:

Derivative communication model

Shannon’s communication model

Give 2 examples where credibility has been built into the source of a marketing message:

A good example has been seen with social media where users have referred others

Friend referral in which an individual refers others when satisfied with a product or service

Name 3 types of ‘appeal’ used by marketers (from both emotional and rational perspectives) and give at least one marketing example where we may see this:

Logical appeals. This is used to change consumer’s attitude

Emotional appeals. Changing one’s emotions.

Ethical appeals. Building trust about a given product and making consumers believe that the product is worth.

What do you feel are the main barriers to the success of current anti-drink driving ads?

The main barriers are;

1. Target people not reached. Most drivers who drink and drive do so and have no or little access to the TVs

2. Lack of public awareness on the effects of drinking and driving.

Explore the value/usefulness of using attitudinal theories and models to explain consumer behaviour:

Determining or influencing a consumer’s attitude is essential in driving sales. An attitude is a powerful tool in determining what and why a consumer chooses a product or service over the other. Attitude further brings a perception that one product is better compared to other and this can be rarely changed from the consumer. The attitudinal theories are therefore essential in determining what experience consumer had had with other products or how other opinions affected their perceptions on a given product.