Question

Answer questions A-D about Sally:

A) In general, the three components Sally’s attitude

Tend to be consistent

Tend to be sequentially activated

Operate independently

Tend to be inconsistent

None of the above

B) Sally is ill. She takes a medication that works well by eliminating her pain. This increase the she will take this medication again should the pain return. This is known as:

Positive reinforcement

Negative reinforcement

Punishment

Dehancement

None of the above

C) Sally is least likely to seek an opinion leader when her

Purchase involvement is high and product knowledge is high.

Purchase involvement is low and product knowledge is high.

Purchase involvement is low and product knowledge is low.

Purchase involvement is high and product knowledge is low.

All of the above

D) Sally sees a commercial where a group of friends are eating Baked Lay’s potato chips and some for an upcoming party. This is an example of:

Iconic rote learning

Stimulus discrimination

Vicarious learning/modeling

Classical conditioning

None of the above

Answer 1

A) tend to be consistent

An attitude is an enduring disposition to consistently respond. It can be broken down into three components: affective, cognitive, and, behavioural

Cognitive - knowledge about attributes, and, their consequences

Affective - General emotion, or, feeling towards an object

Behavioural - predisposition to action, reflects an individual's intentions

B) Negative reinforcement

Behaviour increases as the medication eliminates pain

C) Purchase involvement is low, and, product knowledge is low

Opinion leaders in high involvement product purchases possess higher levels of social involvement, innovativeness, and, product knowledge. This is useful in marketing for high involvement products. Studies have been undertaken on the impact of opinion leaders towards purchase decision engineering under different types of product involvement.

D) Vicarious learning or modelling

Adjusting one's behaviour based on the consequences of others' behaviour; this holds if she eats chips with a group in a party

A person changes behaviour by witnessing another person being rewarded or punished. It encourages to imagine the experience, and, feeling of using a product.