Consumer Behavior

1. Identify and describe the functional theory of attitudes.

                Consumer attitudes can either be an obstacle as well as a benefit to a marketer. Attitude can therefore be termed as the basic evaluation of a product over time and it is this attitude that influences the consumers shopping and purchase behaviors. Functional theory of attitudes established by Daniel Katz explains the functional intentions of the consumer (Narula 2006). There are four functions of attitudes that is, knowledge attitude whose aim is to provide knowledge to the consumers about a product or service. Whereas ego-defensive attitude protects consumers self -esteem. While utilitarian functions are attitudes developed by consumers basing on whether things are pleasurable or painful. While value expressive functions are attitudes developed by consumers basing on the value of the product and how it will relate to his self-esteem.

2. Most researchers agree that an attitude has three components. List and briefly describe those components. Hint: this has been described as the ABC model of attitudes.

 

 

                Attitude has three constituents that are referred to as the ABC which represents the Affect, Behavior and Cognition. Affect states the way a consumer feels about the attitude of a service or product. Behavior denotes the consumers’ actions basing on the attitude of an item. Cognition denotes the beliefs or knowledge that a consumer has about an item (Nelson et al 2011).

 

 

 

3. Why should marketers be aware of consumers’ cognitive consistency and dissonance? How can dissonance be reduced?

 

                A marketer should be able to identify the consumers’ cognitive consistency and dissonance so as to understand the rationale behind dissonance and be able to help the consumers to reduce this inconsistency that causes contradiction of beliefs, ideas as well as values to the consumer. In reducing this dissonance, the marketer will be able to sell his/her goods and services without fear of the consumers’ uncomfortable state and discomfort. Reduction of cognitive dissonance may occur through change of change of cognition, addition of new cognitions so as to justify the cognition, change of conflicting cognition and ignorance of any new information that may conflict with the existing cognition (Dahlén et al 2008).

4. Why have multi-attribute attitude models become so popular among marketing researchers? What three elements are specified in such models?

 

                Multi-attribute attitude models are widely held by marketing researchers since consumers’ attitudes towards goods and services are quite complex. Therefore these researchers use these models so as to measure the overall attitudes of consumers.  There are three components in these models that are the attributes, beliefs and the importance weights.  Attribute element refers to the characteristics of a product, belief assesses the extent of the consumers perception on attribute and important weight element refers to the relative precedence of an attribute to a consumer.

5. How do researchers explain the “sleeper effect”?

 

                According to researchers, Sleeper effect relates to the way a message has persuasion effect on the consumers. It is therefore a delayed proliferation of the effect of a message that goes along with a discounting cue.

6. List the five stages of the consumer decision making process. Define each of the major stages. Provide an example that demonstrates how a consumer might progress through the model.

 

 

                The first stage of the consumer decision making process is the need/problem recognition where the customer identifies his/ her needs. The second stage that follows is information search as it involves searching for the solution of the problem identified in the first step or searching of the products to satisfy ones needs. The third stage is the evaluation alternative stage that is involved with the evaluation of the different alternatives so as to choose the best. Purchase decision is the fourth stage that involves the final decision and selection of the product that best suits his/her needs. Post purchase behavior is the fifth stage that involves the evaluation of the product after purchase to see whether it has meet his/her needs (Tyagi et al 2004).

7. Compare limited versus extended problem solving.

 

 

                Limited problem solving deals with low risk participation while extended problem solving deals with high risk as well as high participation. Limited problem solving also involves minimal searching and processing of information is passive while that of extended problem solving deals with extensive search while information is multiple sources.

8. Shopping is an activity that can be performed for either utilitarian or hedonic motives. Describe hedonic shipping motives.

 

                Hedonic shopping motive is on inducing consumers to shop impulsively and also encourages shoppers to take a longer time in stores and as a result of this the consumers’ ends up purchasing more.

 

9. Reference groups influence consumers in three ways. Name them and describe the nature of the influence upon the consumer.

 

                Reference groups impact consumers in an informational, utilitarian and value- expressive way. An informational way occurs when individuals change their characters so as to meet the expectations of a specific group. Utilitarian occurs when individuals find it difficult to assess the characteristics of a product from their own observations. Value-expressive occurs when the need for association with a certain group leads to acceptance of the attitude of the product.

 

10. What characteristics of opinion leaders make them valuable sources for product information?

 

                Opinion leaders are well informed and it is through this characteristic that they are able to offer guidance to consumers while making buying decisions and this makes them valuable.

11. Explain the concept called age cohort. Briefly identify how marketers might use this concept to segment markets.

 

                Age cohort refers to a group of people who share a certain event during a specific time span. This concept is basically used in demographic market segmentation so as to retain their customers from their birth to death.

12. Explain the difference between sacred and profane consumption.

 

                Sacred consumption is determined by the different religions while profane consumption holds values, ideas and products that are concerned with the day to day attitude of ordinariness, usefulness and familiarity.

 

13. Discuss Maslow’s Hierarchy of Needs and provide examples – where might you fall within this pyramid? Also explain the LOV scale.

 

                Maslow hierarchy of needs argues out that people are inspired to achieve certain needs. There are five major hierarchies of Maslow’s theory that is the physiological needs that involves maintaining the consumers’ body for instance, food, air, water and sleep. Safety and security needs that involve protection of consumers from harm, for instance, health security. Social needs that involve needs that make the consumer feel a sense of belonging, love, and affection. Esteem needs that involve development of a consumer’s self-worth and self-esteem for example status. Finally, self-actualization needs which are the highest in the hierarchy deal with an individual’s realization of full potential for example personal growth (Huitt 2004).

14. Consider source credibility, provide two examples with one being positive and one being negative, and discuss the implications/impact of this marketing consideration.

 

                Source credibility is important in positively or negatively influencing the consumers’ acceptance of the message. For instance, information from officials is perceived more credible than that from non-elite sources and this changes the consumers’ judgment either positively or negatively. The source titles such as celebrities and the manner of dressing play a larger role in influencing consumers to change perceptions and purchase those products. Therefore if the source of information is from non-experienced and non-experts then this become a negative effect that negatively influences the buying of goods from customers.

 

 

 

15. Consider archetypes, specifically how the agency Young & Rubicam brands have delineated “Brand asset Valuator archetypes” and how these Jungian based archetypes might impact marketing efforts.

 

                Differentiation, relevance, esteem and knowledge are the common archetypes that the young and rubicam advertising agency have used in the brand asset model as it applies all these archetypes so as to measure the value of the brand. Differentiation involves the capacity of a product to outstand among other competing products. This ensures that the brand is maintained and due to its differentiating nature, consumers are able to value these products. Relevance involves the actual recognized significance of the brand to a larger customer market. Esteem involves the identified quality and consumer views about the growing or declining product. Knowledge involves the extent to which consumers are aware of the brand and how far they are able to understand the brands identity. This enhances the building and the development of the brand thus giving the brand power over other competitors in the market.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

References

 

Dahlén, M., & Lange, F. (2008). Marketing communications. Hoboken, N.J: Wiley.

Huitt, W. (2004). Maslow's hierarchy of needs. Educational psychology interactive.

Narula, U. (2006). Dynamics of mass communication: Theory and practice. New Delhi: Atlantic    Publishers.

Nelson, D. L., & Quick, J. C. (2011). ORGB. Mason, OH: South-Western Cengage Learning.

Tyagi, C. L., & Kumar, A. (2004). Consumer behaviour. New Delhi: Atlantic.