Question

1. One of the multiattribute models is the attitude-toward- behavior model. Explain the model and give an example.

2. What is cognitive dissonance and when does it happen?

3. Why is humor used so frequently in advertisements? In your response, include evidence from research studies on using humor in advertising.

Answer 1

1.

The multiattribute perspective models:

The multiattribute perspective models state that a consumer’s perspective towards Associate in Nursing perspective object (product/service giving, brand, parts of the selling mix) may be a perform of a consumer’s perception and belief of the key attributes additionally as his assessment of the key attributes.

 

Multi attribute model contains 3 specific elements:- Attributes-attributes are characteristics of the AO. research worker continually attempt to verify the attributes that the majority shoppers use after they judge the AO . Example –college attributes is its profound name.

 

Beliefs- • square measure the knowledge concerning specific AO • A belief measure assesses the extent to that the patron perceives that a whole possesses a selected attribute.

 

• Example – a student may believe that a selected university is robust academically. Importance weights .

• mirror the relative priority of Associate in Nursing attribute to the patron.

• example-In school one student may stress analysis opportunities, whereas another may assign larger weight to athletic programs.

• Martin Fishbein and his associates have projected a series of models like

 

a) The attitude-toward-object model

b) The attitude-toward-behavior model

c) The theory-of-reasoned-action model.

2.

Cognitive dissonance may be a theory in psychology. It refers to the mental conflict that happens once a person’s behaviors and beliefs don't align.

It may additionally happen once someone holds 2 beliefs that contradict each other.

Cognitive dissonance causes feelings of unease and tension, and other people commit to relieve this discomfort in several ways that. Examples embody “explaining things away” or rejecting new data that conflicts with their existing beliefs.

3.

Laughter is sweet for individuals. It will scale back pain and stress additionally as lower vital sign. Obtaining individuals to laugh additionally makes them a lot of inclined to assume absolutely a couple of business and purchase its merchandise.

 

But what makes one thing funny! One in style approach is for a joke to contain one thing that's sudden or out or keeping. It ought to disrupt expectations in how. Julius Marx Marx splendidly excelled at doing this in one line: “I’ve had wondrously|a superbly} wonderful evening, however this wasn’t it” or “I wouldn’t need to belong to any club that will have Pine Tree State as a member.”

 

That’s only 1 approach. In advertising, humor can even be situational, anecdotal or character-driven. The most goal is to continually have the merchandise placed conspicuously even as the laughter happens. Businesses need their whole related to that sensible feeling.

 

Famous Humor-Based selling Campaigns

There are funny advertising campaigns in each decade. Since the beginning of the twenty-first century, the subsequent are a number of the campaigns that have stood out.

 

State Farm. A person calls “Jake from State Farm” within the middle of the night and his partner thinks he’s up to one thing sneaky. However it seems Jake is concerning as traditional as you’d expect with Associate in Nursing underwriter.

 

Geico. Another insurance firm that used humor in a very extremely triple-crown campaign that originally had each industrial finish with, “So simple, a primitive person may do it” Associate in Nursing a pained primitive person. The commercials currently have branched into usually surreal humor.