Sayuthi Shaaran@2008729519 1.

Explain a persons attitude towards visiting Disney World in terms of the tri component attitude model Tricomponent Attitudinal Model: According to the tricomponent attitude mode), attitudes consist of three major components: a cognitive component, an affective component, and a conative component. The Cognitive Component: "The knowledge and perceptions that are acquired by a combination of direct experience with the attitude object and related information from various sources". The aspects which require you to use thought skills and process an introspective view on the situation. The first part of the tricomponent attitude model consists of a person's cognitions, that is, the knowledge and perceptions that are acquired by a combination of direct experience with the attitude object and related information from various sources. This knowledge and resulting perceptions commonly take the form of beliefs; that is, the consumer believes that the attitude object possesses various attributes and that specific behavior will lead to specific outcomes. The Affective Component: "A consumer's emotions or feelings about a particular product or brand". A consumer's emotions or feelings about a particular product or brand constitute the affective component of an attitude. These emotions and feelings are frequently treated by consumer researchers as primarily evaluative in nature; that is, they capture an individual's direct or global assessment of the attitude object (i.e., the extent to which the individual rates the attitude (object as "favorable" or "unfavorable," "good" or "bad"). Affect-laden experiences also manifest themselves as emotionally charged states (e.g." happiness, sadness, shame, disgust, anger, distress, guilt, or surprise). Research indicates that such emotional states may enhance or amplify positive or negative experiences and that later recollections of such experiences may impact what comes to mind and how the individual acts. lit addition to using direct or global evaluative measures of an attitude object, consumer researchers can also use a battery of affective response scales (e.g., that measure feelings and emotions) to construct a picture of consumers' overall feelings about a product, service, or ad. Example of tourist experience Joyce D from Real People Real view blog. . There is a reason it is called the "Happiest Place on Earth"...because it is! I love this place. This is where I refill my "happiness". There is something in the air and water because each time I go, each experience is different, amazing and fun. Very customer service oriented...love it! Let's see, the food is amazing, a bit pricey, but hey, this is Disneyland, it is expected and the serving sizes are sharable. They have the best churros ever. It can get crowded during the holidays and during the year, the evenings get busy because all the annual pass holders (like me) come and refill

our happiness. The summer season is the busiest time of all. A must stop for tourists, locals...anyone

The Conative Component: "The likelihood or tendency that an individual will undertake a specific action or behave in a particular way with regard to the attitude object". Conation, the final component of the tricomponent attitude model, is concerned with the likelihood or tendency that an individual will undertake a specific action or behave in a particular way with regard to the attitude object. The conative component may include the actual behavior itself. In marketing and consumer research, the conative component is frequently treated as an expression of the consumer's intention to buy. Buyer intention scales are used to assess the likelihood of a consumer purchasing a product or behaving in a certain way. Example : Attractions at the Disneyland Resort The Disneyland Resort is world-famous for immersive attractions featuring masterful storytelling and unbelievable special effects. Both Disneyland Park and Disney California Adventure Park are packed with unforgettable experiences that have entertained generations of families and kept them coming back for more. Share classic favorites and brand new adventures with the ones you love! Example fromYahoo Answers. I want to hear your stories! Your most memorable time at Disneyland, favorite ride, experience... What would you recommend to first timers? Detail is great if you have the time. What secrets do you know about Disneyland that you would like to share? To keep it short and sweet, Disneyland is fantastic! Its very kid-friendly if a little crowded sometimes. there are many character interaction times, good rides and friendly service. Its a great place to go on vacation because it has something for everyone From the survey above, it can influence consumer to evaluate in nature, that is they can capture an individuals direct or global assessment of the attitude object (which the individual rates the attitude of Disney World as Favorable or Unfavorable.

2. Explain how the product manager of a breakfast cereal might change consumer attitudes toward the company brand by: Attitude models that examine the composition of consumer attitudes in terms of selected product attributes or beliefs. Multi attribute attitude models portray consumers' attitudes with regard to an attitude object (e.g., a product, a service, a direct-mail Catalog, or a cause or an issue) as a function of consumers' perception and assessment of the key attributes or beliefs held with regard to the particular attitude object.

(i) Changing beliefs about the brand It is a cognitive-oriented strategy for challenging attitudes concentrates on changing beliefs or perceptions about the brand itself. This is by far the most common form of advertising appeal. Advertisers constantly are reminding us that their product has "more" or is "better" or "best" in terms of some important product attribute. Within the context of brand beliefs, there are forces working to stop or slow, down attitude change. For instance, customers frequently resist evidence that challenges a strongly held attitude or belief and tend to interpret any ambiguous information in ways that reinforce their preexisting attitudes.Therefore, information suggesting a change in attitude needs to be compelling and repeated enough to overcome the natural resistance to letting go of established attitudes. e.g., children breakfast cereal sometimes contained loads of sugar, even more than some desserts but there may also be feelings which are relatively independent of beliefs. (ii) Changing beliefs about competing brands Another approach to attitude-change strategy involves changing consumer beliefs about the attributes of competitive brands or product categories. In general, this strategy must be used with caution. Comparative advertising can boomerang by giving visibility to competing brands and claims. For instance, an ad for Kellogs makes a dramatic assertion of product superiority over Milo or other children breakfast cereal and ithas better ingredients, with multiple choice of flavors and less sugar. Clearly, the purpose of this ad is to create the attitude that Kelloggs children breakfast cereal is a superior product to Milo and others, a principal competitor. (iii) Changing the relative evaluation of attributes The overall market for many product categories is often set out so that different consumer segments are offered different brands with different features or benefits. In general, when a product category is naturally divided according to distinct product features or benefits that appeal to a particular segment of consumers, marketers usually have an opportunity to persuade consumers to "cross over," that is, to persuade consumers who prefer one version of the product (e.g., breakfast cereal with low fat) to shift their favorable attitudes toward another version of the product (e.g., normal breakfast cereal), and possibly vice versa.

(iv) Adding an attribute A cognitive strategy consists of adding an attribute. This can be accomplished either by adding an attribute that previously has been ignored or one that represents an improvement or technological innovation. The first route, adding a previously ignored attribute, is illustrated by the point that breakfast cereal gives more energy than a chocolate. For consumers interested in increasing their level of energy, the comparison of the breakfast cereal and chocolate has the power of enhancing their attitudes toward breakfast cereal. The second route of adding an attribute that reflects an actual product change or technological innovation is easier to accomplish than stressing a previously ignored attribute. Sometimes eliminating a characteristic or feature has the same enhancing outcome as adding a characteristics or attribute.

3. What are the barriers in communication? With appropriate example, explain the strategies can a marketer use to overcome psychological noise. Barriers In Communication Communication is a process beginning with a sender who encodes the message and passes it through some channel to the receiver who decodes the message. Communication is fruitful if and only if the messages sent by the sender is interpreted with same meaning by the receiver. If any kind of disturbance blocks any step of communication, the message will be destroyed. Due to such disturbances, managers in an organization face severe problems. Thus the managers must locate such barriers and take steps to get rid of them. There are several barriers that affects the flow of communication in an organization. These barriers interrupt the flow of communication from the sender to the receiver, thus making communication ineffective. It is essential for managers to overcome these barriers. Selective exposure to messages The selective exposure theory is a concept in media and communication research that refers to individuals tendency to favor information that reinforces pre-existing views while avoiding contradictory information. In this theory people tend to select specific aspects of exposed information based on their perspective, beliefs, attitudes and decisions. People can determine the information exposed to them and select favorable evidence, while ignoring the unfavorable. This theory has been explored using the cognitive dissonance theory, which suggests information consumers strive for results of cognitive thinking. Individuals may either reinterpret the information they are exposed to or select information that are consonant with their view. The premise of selective exposure relies on the assumptions that informationseeking behavior continues even after an individual has taken a stance on an issue. Previous information-seeking behavior will be colored by various factors of the issue that is activated during the decision-making process. Thus, selective exposure operates by reinforcing beliefs rather than exposing individuals to a diverse array of viewpoints, which is considered an important aspect of a functioning democracy. There are several factors that persuade one's when making decisions. Physical characteristics, age, and more explain one's personal attributes that hold power when one participants in selective exposure. Furthermore, because information and resources are critical to learning, people decide to stray away from new information because it often conflicts with their own beliefs. Selective exposure influences and engages family, friends, co-workers, and doctors. Media forms such as the internet, television and paper sources are also highly influenced. Technology provides consumers with increasingly sophisticated means to control their exposure to media. TV remote controls offer viewers the ability wander among program offering with ease (known as grazing), to zap commercials by muting the audio and channel to surf. Some marketers try to overcome channel surfing during commercials by road blocking (i.e playing the same commercial simultaneously on competing channels) Psychological Noise Psychological noise results from preconceived notions we bring to conversations, such as racial stereotypes, reputations, biases, and assumptions. When we come into a conversation with ideas about what the other person is going to say and why, we can easily become blinded to their original message. Most of the time psychological

noise is impossible to free ourselves from, and we must simply strive to recognize that it exists and take those distractions into account when we converse with others. It is an internal noise that impacts effective communication by affecting the mental ability to interpret the message. Psychological noises affect consumer behavior; for instance, if consumers face difficulty in interpretation of advertisement messages, their behavior will be highly affected towards the jewelry product or service. Therefore, marketers must be sure to remove all possible causes of psychological factors in order to establish effective communication. Here are 5 strategies that jewelry marketers can do to overcome psychological noise: 1. Repeated exposure to an advertising message: By repetition or redundancy of the advertising appeal, jewelry marketers can facilitate reception of the message. It will give clarity to consumers and help them understand the underlying message. 2. Copywriters often use contrast to break through the psychological noise ad advertising clutter. 3. Broadcasters and marketers also use teasers to overcome noise. Eg Trivia quizzes show at the start of the commercial break whether their own answers were right. 4. New technologies such as cell phones and addressable cable TV boxes. Marketers has more option to customized their ads with the new technologies. They can get consumers to register for promotional messages and give ways more easily and engage consumers with product before sales pitch. Example : telecommunication company such as DIGI, Maxis, Celcom promote their latest product through sms. 5. The Web. It provides marketers with more options and many advertisers shifted considerable sums from TV to internet advertising where there is less psychological noise. Example : Pepsi and Unilever have implemented campaign that run only online and that generally are more innovative and significantly cheaper than TV advertisement.