Marketing questions
Week 6: The nature of consumer attitudes
1. Explain a person’s attitude towards visiting Disneyland in Hong Kong in terms of the tri-component model.
2. Explain how the product manager of a breakfast cereal might change consumer attitudes toward the company’s brand by:
1. changing beliefs about the brand,
2. changing beliefs about competing brands,
3. changing the relative evaluation of attitudes, and
4. adding an attribute.
3. The Kia Corporation of Korea is making a big push into the European car market. Many European consumers perceive Korean cars to be of poorer quality than comparable European cars. Assuming that Kia produces cars which are of equal or better quality than European cars, how can the company persuade consumers of this fact?
4. Should the marketer of a popular computer graphics program prefer consumers to make internal or external attributions about the success that people have using the program? Explain your answer.
5. The Public Transport Authority in New South Wales is planning an advertising campaign to encourage people to switch from private cars to mass transit. Give examples of how the department can use the following strategies to change commuters’ attitudes:
a) Changing the basic motivational function. b) Changing beliefs about public transport. c) Using self-perception theory. d) Using cognitive dissonance.
6. A university student has just purchased a new laptop computer. What factors might cause this individual to experience post-purchase dissonance? How might the student try to overcome it? How can the retailer who sold the computer help reduce the student’s dissonance? How can the computer’s manufacturer help?
Post-purchase dissonance is when a consumer may re evaluate their decision about buying the product after its been purchased. For a customer to experience this behaviour, they are either unsure about what they
1. Explain a person’s attitude towards visiting Disneyland in Hong Kong in terms of the tri-component model.
2. Explain how the product manager of a breakfast cereal might change consumer attitudes toward the company’s brand by:
1. changing beliefs about the brand,
2. changing beliefs about competing brands,
3. changing the relative evaluation of attitudes, and
4. adding an attribute.
3. The Kia Corporation of Korea is making a big push into the European car market. Many European consumers perceive Korean cars to be of poorer quality than comparable European cars. Assuming that Kia produces cars which are of equal or better quality than European cars, how can the company persuade consumers of this fact?
4. Should the marketer of a popular computer graphics program prefer consumers to make internal or external attributions about the success that people have using the program? Explain your answer.
5. The Public Transport Authority in New South Wales is planning an advertising campaign to encourage people to switch from private cars to mass transit. Give examples of how the department can use the following strategies to change commuters’ attitudes:
a) Changing the basic motivational function. b) Changing beliefs about public transport. c) Using self-perception theory. d) Using cognitive dissonance.
6. A university student has just purchased a new laptop computer. What factors might cause this individual to experience post-purchase dissonance? How might the student try to overcome it? How can the retailer who sold the computer help reduce the student’s dissonance? How can the computer’s manufacturer help?
Post-purchase dissonance is when a consumer may re evaluate their decision about buying the product after its been purchased. For a customer to experience this behaviour, they are either unsure about what they