CB5 5th Edition Babin Solutions Manual 1

CB5 5th Edition Babin
Full download at:

Solution Manual:
https://testbankpack.com/p/solution-manual-for-cb5-5th-edition-by-babin-and-harris-
isbn-9781133629689/
Test bank:
https://testbankpack.com/p/test-bank-for-cb5-5th-edition-by-babin-and-
harris-isbn-9781133629689/
CHAPTER 7
ATTITUDES AND ATTITUDE CHANGE
WHAT DO YOU THINK POLLING QUESTION
It’s pretty hard to change my attitude about products that I dislike.
Strongly disagree 1 2 3 4 5 6 7 Strongly agree
Have students access www.cengagebrain.com to answer the polling questions for each chapter of
CB. Ask them to take the online poll to see how their answers compare with other students taking
a consumer behavior course across the country. Then turn to the last page of the chapter to find
the “What Others Have Thought” box feature. This graph is a snapshot of how other consumer
behavior students have answered this polling question so far.
LEARNING OUTCOMES
After studying this chapter, the student should be able to:
7-1 Define attitudes and describe attitude components.
7-2 Describe the functions of attitudes.
7-3 Understand how the hierarchy of effects concept applies to attitude theory.
7-4 Comprehend the major consumer attitude models.
7-5 Describe attitude change theories and their role in persuasion.
7-6 Understand how message and source effects influence persuasion.
SUGGESTED LECTURE OPENER

Increasing gas prices have had a significant impact on consumer behavior. Consumers have
realized that the only way to counter the rise in gas prices is to drive less and opt for fuel-
efficient cars. They have also started making less frequent trips to retail stores to save on gas.
This demonstrates the knowledge aspect of consumer attitude, which allows consumers to
simplify their decision-making processes.
Source: Brad Tuttle, “With High Gas Prices, Americans are Already Driving Less, Buying Better
MPG Cars,” Time Moneyland, March 1, 2012,
©2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 1
http://moneyland.time.com/2012/03/01/with-high-gas-prices-americans-are-already-driving-less-
buying-better-mpg-cars/
LECTURE OUTLINE WITH POWERPOINT® SLIDES
LO: 7-1. Define attitudes and describe attitude components.
[Instructor PPT, slides, 5-6]
Attitudes and Attitude Components

Attitudes are relatively enduring overall evaluations of objects, products, services, issues, or
people. It is therefore not surprising that the attitude concept is one of the most researched topics
in the entire field of consumer research.
 They motivate people to behave in a consistent way.
 They are closely related to value.
Components of Attitudes
Attitudes possess three important components, as stated in the ABC approach to attitudes:
 Affect  Refers to feelings about the object. Statements such as “I really like my iPad,”
indicate the affect component.
 Behavior  Refers to the overt behaviors displayed by consumers. The statement, “I always
buy Apple products,” indicates the behavior component.
 Cognitions (or beliefs)  Refers to beliefs held by consumers. “My iPad helps me study,” this
statement indicates cognitions.
Q: Assume that you own the latest tablet computer with the most advanced features
available in the market. Now explain the different components of attitudes with
respect to this scenario.
A: If the consumer states that he likes his tablet, he would be expressing his feelings
about the tablet and this would portray the affect component. If the individual states
that the tablet lets him surf the Internet, the cognition component is reflected. The
behavior component is displayed when the individual states that he buys upgraded
versions of the tablet manufactured by that company.
LO: 7-2. Describe the functions of attitudes.
[Instructor PPT, slides 8-10]
Functions of Attitudes
According to the functional theory of attitudes, attitudes perform four functions. The four types
of functions are summarized in Exhibit 7.1.
 Utilitarian function  Based on the concept of reward and punishment. Customers will use
attitudes to maximize their rewards and minimize their punishment.
 Knowledge function  Allows consumers to simplify their decision-making processes. These
attitudes will help the consumer avoid undesirable situations and help them select objects
they like.
 Value-expressive  Found in a number of consumer settings and enable consumers to express
their core values, self-concept, and beliefs to others.
 Ego-defensive  Works as a defense mechanism for consumers. There are several ways in
which this function works.
o This function allows consumers to protect themselves from information that may be
threatening.
o Another example is when consumers develop positive attitudes toward products that
enhance their self-image.
Q: Have students provide examples for the ego-defensive function of attitudes. How
does this function enhance a consumer’s self-image?
A: A consumer will develop a positive attitude toward the product if the use of the
product makes the individual feel in-shape, active, and good about him/her. In this
way the product enhances the self-image and protects the ego.
LO: 7-3. Understand how the hierarchy of effects concept applies to attitude theory.
Hierarchy of Effects
The attitude approach that suggests that affect, behavior, and cognitions form in a sequential
order is known as the hierarchy of effects approach. They may form in one of the following four
levels or “hierarchies.” These hierarchies are presented in Exhibit 7.2.
 High-involvement hierarchy  This “standard learning” hierarchy of effects occurs when a
consumer faces a significant problem, such as purchasing a new gaming system. Beliefs are
formed first followed by evaluations about the product. Finally, the consumer makes a
purchase decision.
 Low-involvement hierarchy  Involves purchases that are considered routine or boring. In
this hierarchy, consumers have beliefs about products without having strong feelings toward
them. Popular examples include items found on a grocery list, such as paper towels.
 Experiential hierarchy  Consumers purchase products or perform behaviors simply because
it “feels good” or “feels right.” For example, when a waiter brings around the dessert tray,
many people are tempted to purchase the item on impulse.
 Behavioral influence hierarchy  This hierarchy suggests that consumer behavior can occur
without either beliefs or affect being strongly formed beforehand. An example is that people
are influenced to relax at a restaurant by listening to the soft, slow music playing. Restaurant
managers hope it entices them to buy more drinks.
Q: Give an example each for high-involvement and low-involvement hierarchies.
A: High-involvement hierarchy examples could include the purchase of a car, the

selection of a college, the purchase of an apartment, and so on. Low-involvement
hierarchy examples could include purchase of stationery items, groceries, and so on.
LO: 7-4. Comprehend the major consumer attitude models.
Consumer Attitude Models

The attitude-toward-the-object model combines details about a number of beliefs and
evaluations, hence it is also known as the multiattribute attitude model.
Attitude-Toward-the-Object Model
In this section, some of the major approaches to measuring consumer attitudes are presented;
beginning with a well-known approach advanced by Martin Fishbein and Icek Azjen named the
attitude-toward-the-object (ATO) model. His model is also referred to as the Fishbein model.
This model proposes that three key elements must be assessed to understand and predict a
consumer’s attitude.
 Beliefs  Consumers have beliefs about the attributes or features that a product or choice
possesses.
 Strength of the belief  How strongly does a person feel that a certain brand does indeed
have the desired feature?
 Evaluation of the attribute in question  These elements are combined to form the overall
attitude toward the object (referred to as “A0”, or “attitude toward the object”).
The formula for predicting attitudes is as follows:
N
A0    bi  ei 
i 1
Where A0 = attitude toward the object, bi = strength of the belief that the object possesses
attribute i, ei = evaluation of the attractiveness or goodness of attribute i, and N = number of
attributes and beliefs.
o The evaluation ratings (e) do not vary across the brands under consideration while the
belief ratings do.
Using the ATO Approach

To understand this model, first consider how the various elements are measured. The belief
ratings can be measured on a 10-point scale, such as the following:
How likely is it that the Sony television will give you a clear picture?
1 2 3 4 5 6 7 8 9 10
Extremely unlikely Extremely likely
An example may help to clarify the use of this formula. Think of the situation that Jamal is
facing concerning the selection of an apartment. How could you predict his attitude? This
information is presented in Exhibit 7.3.
Q: Have students think about a gym that they would want to join, but in this scenario,
they are the marketer for the gym. How do members of their target segment feel
about the amenities offered in gyms? What is their opinion about the equipment in
the gym? What is their opinion about the trainers at the gym?
A: Answers will vary. The focus of this exercise is to conduct a discussion related to the
ATO approach.
The ATO approach is known as a compensatory model. With this model, attitudes are formed
holistically across a number of attributes, with poor ratings on one attribute being compensated
for by higher ratings on another attribute.
[Instructor PPT, slide 19]
Implications of the ATO Approach

Information obtained from this model has important marketing implications. First, attitude
research is most often performed on entire market segments rather than on individuals. Second,
consumers will combine their beliefs with evaluations and make a decision. Overall, the attitude-
toward-the-object model has value from both an academic and practical viewpoint.
Do Attitudes Always Predict Behavior?

Just because a consumer has a positive attitude toward a product does not mean that this
consumer will always purchase the product.
Attitude-behavior consistency refers to the extent to which a strong relationship exists between
attitudes and actual behavior. Because attitudes don’t always predict behavior, other approaches
have been developed to improve upon the ATO approach, such as the behavioral intentions
model.
Behavioral Intentions Model

The behavioral intentions model, sometimes referred to as the theory of reasoned action, differs
from the ATO model in a number of important ways:
 The model focuses on intentions to act in some way.
 The model adds the subjective norm component that assesses the consumer’s perceptions of
what other people think they should do.
 The model explicitly focuses on the consumer’s attitude toward the behavior of buying rather
than the attitude toward the object.
The formula for the behavioral intentions model is as follows:
B  BI  w1  Abehavior   w2  SN 
Where B = behavior, BI = behavioral intention, Abehavior = attitude toward performing the
behavior, SN = subjective norm, and w1 and w2 = empirical weights.
The aspects of the behavioral intentions model are presented in Exhibit 7.4.
Factors That Weaken Attitude-Behavior Relationship

Although attitude models are very popular in consumer research, researchers note that a number
of factors can detract from the accuracy of this approach.
 Time – As the length of time between attitude measurement and overt behavior grows, the
predictive ability of attitudinal models weakens.
 Specificity of attitude measured – Has an impact on accuracy.
 Environment – Strong environmental pressures can keep consumers from performing
intended behaviors.
 Impulse situations – Attitude-behavior models tend to not perform very well in impulse-
buying situations.
Alternative Approaches to Attitude

The theory of planned action expands upon the behavioral intentions model by including a
perceived control component.
Expanding the Attitude Object

Research has shown that there is generally a positive relationship between a consumer’s attitude
toward an advertisement and their attitude toward a particular product. Another area of growing
research interest has also focused on a consumer’s attitude toward the company. The study of
consumer beliefs toward companies (typically referred to as corporate associations) is therefore
gaining considerable attention from consumer researchers. A specific area of interest is the
corporate social responsibility of companies.
Attitude Tracking
Attitude tracking refers to the extent to which a company actively monitors their customers’
attitudes over time. While attitudes are relatively enduring evaluations of objects, products,
services, issues, or people, these attitudes should be monitored over time to gauge changes that
may occur.
LO: 7-5. Describe attitude change theories and their role in persuasion.
Attitude Change Theories and Persuasion

An important issue in the study of consumer behavior is how attitudes are changed. Persuasion
refers to specific attempts to change attitudes. There are many different persuasive techniques,
and the following discussion presents the theoretical mechanisms through which persuasion may
occur.
Attitude-Toward-the-Object Approach
To change attitudes according to this approach, marketers can attempt to change beliefs, create
new beliefs about product features, or change evaluations of product attributes.
 Changing Beliefs – As discussed in the search for apartment example, marketers may
attempt to change consumers’ beliefs. The marketer will try to focus on improving the belief
rating for attributes that are evaluated positively and decrease the strength of beliefs
regarding negatively evaluated attributes.
 Adding Beliefs about New Attributes – Another strategy for changing attitudes under the
ATO approach is adding a salient attribute to the product or service, which may require a
physical change to the product itself.
 Changing Evaluations – The marketer would try to convince consumers that an attribute is
not as positive (or negative) as they may think it is.
Behavioral Influence Approach

Another strategy commonly applied by marketers is to directly change behaviors without first
attempting to change either beliefs or feelings. For example, changing a retail store’s design or
atmospherics can have a direct influence on behavior.
Q: The owner of Tracy’s Diner decided to revamp the entire place over a weekend. The
new décor included warm colors, such as red, which are thought to increase hunger,
and softer lighting, which is thought to encourage customers to linger over their
food, and thus purchase more. His intention was to surprise his regular customers
who visit his diner during the weekdays and improve the volume of customer
purchases. In this scenario, which kind of approach is the owner using? Explain.
A: The owner is using the behavioral influence approach. He is directly attempting to

influence change in consumers’ behaviors without first attempting to change their
beliefs or feelings.
Changing Schema-Based Affect

From an attitude perspective, this means that a schema contains affective and/or emotional
meanings. The attitude toward a brand or product can change if the affect found in a schema can
be altered.
The Elaboration Likelihood Model

The elaboration likelihood model (ELM) illustrates how attitudes are changed based on differing
levels of consumer involvement. According to the ELM, a consumer begins to process a message
as soon as it is received (see Exhibit 7.5).
The Central Route

If consumers sense that the incoming message is particularly relevant to their situation, then they
will likely expend considerable effort in comprehending the message. Counter arguments and
support arguments will be developed by the consumer.
In the central route, the consumers rely on central cues. Central cues refer specifically to
information found in the message that pertains directly to the product, its attributes, its
advantages, or the consequences of its use. Attitude change tends to be relatively enduring when
it occurs in the central route.
The Peripheral Route

The peripheral route to persuasion will be followed when consumers are not involved with a
message or they lack either the motivation or the ability to process information.
In this route, consumers are unlikely to develop cognitive responses to the message. They are
more likely to pay attention to the following components:
 The attractiveness of the person delivering the message.
 The number of arguments presented.
 The expertise of the spokesperson.
 The imagery or music presented along with the message.
These elements of the message are referred to as peripheral cues.
Low-Involvement Processing in the Consumer Environment

Advertisers mostly rely on the use of peripheral cues since a majority of advertisements to which
consumers are exposed to are processed with low-involvement.
Balance Theory
The balance theory approach was introduced by social psychologist Fritz Heider. The basic
premise of balance theory is that consumers are motivated to maintain perceived consistency in
the relations found in mental systems. This approach is based on the consistency principle, which
states that human beings prefer consistency among their beliefs, attitudes, and behaviors. An
example is shown in Exhibit 7.6.
 A triad is a set of three elements that consist of the observer, person, and object.
 Sentiment relations are the relations between the observer (consumer) and the other elements
in the system.
 The object-person relation is referred to as a unit relation.
 Consistency in the triad is maintained when the multiplication of the signs in the sentiment
and unit relations result in a positive value.
Social Judgment Theory

This theory proposes that consumers compare incoming information with their existing attitudes
about a particular object or issue. These aspects of the theory are presented in Exhibit 7.7.
 Assimilation occurs when the incoming message falls within the latitude of acceptance.
 Contrast effect occurs when the message is perceived as falling in the latitude of rejection.
LO: 7-6. Understand how message and source effects influence persuasion.
Message and Source Effects and Persuasion

It is important to consider the roles of message effects and source effects in persuasion to
comprehend the many ways in which communication occurs.
A message effect is a term used to describe how the appeal of a message and its construction
affect persuasion. Source effects refer to the characteristics of the person or character delivering a
message that influence persuasion. Exhibit 7.8 illustrates the basic communication model.
A basic communication model is also referred to as a “one-to-many” approach because it
illustrates how a marketer may attempt to communicate with numerous consumers. The six areas
of a communication model are as follows:
 Source – The source encodes a message and delivers the message through some medium.
 Message – The message is the advertisement.
 Medium – The medium could be personal (one consumer talks to another or a salesperson
speaks with a customer) or impersonal (a company places an ad on television, radio, or a web
page).
 Receiver – The consumer decodes the message and responds to it in some way.
 Feedback – This phase consists of the responses that the receiver sends back to the source.
 Noise – Noise represents all the stimuli that are present in the environment that disrupt the
communication process.

Interactive Communications
Interactive communications include the Internet and cell phones. They have radically changed
the communication paradigm. Thirty three percent of the world’s population is using the Internet
(more than 2.2 billion consumers). A newer conceptualization is presented in Exhibit 7.9.
Message Appeal
A number of appeals are used by advertisers to impact the persuasiveness of an advertisement.
 Sex Appeals  Use of sexual imagery in advertisements certainly is popular in many parts of
the world. Moderate levels of nudity appear to be most preferred, as highly explicit content
tends to direct attention away from the product. The use of nudity is most effective for
products that have some level of intimate appeal.
 Humor Appeals – Humor attracts attention, creates a positive mood, and enhances the
credibility of a source. However, the overall effectiveness of a humorous ad depends on the
individual consumer’s characteristics and the advertisement. High levels of humor can cause
consumers to fail to pay attention to the product being advertised, and high levels can also
limit information processing.
 Fear Appeals – Fear appeals evoke some level of fear in the target audience as a means of
changing attitudes and behaviors. They rely on the relationship between a threat and fear.
The product is promoted as a type of solution that will remove the threat. Fear appeals appear
to be effective when they:
o Introduce the severity of a threat.
o Present the probability of occurrence.
o Explain the effectiveness of a coping strategy.
o Show how easy it is to implement the desired response.
 Violence Appeals – The effects of advertisements with violence appeals on viewers often go
beyond marketing-related reactions. For example, children who view violent ads are more
likely to develop aggressive behavior.
Q: Review ten current advertisements on TV and identify the kind of appeal each ad
uses.
A: Students can give examples of ads with each kind of appeal: sex appeal, humor
appeal, and fear appeal.
Message Construction
Advertisers must consider a number of issues when constructing a message. Potential questions
to consider include the following:
 Should an ad present a conclusion, or should the consumer be allowed to reach his own
conclusion?
 Should comparative ads that directly compare one brand against another be developed?
 Where should important information be placed?
The basic tenet of the serial position effect is that the placement of information in the message
impacts the recall of the information.
o The primacy effect is said to occur when material presented early in the message is the
most influential.
o The recency effect is said to occur when material presented later in the message has the
most impact.
 Should the message be straightforward and simple, or complex?
Source Effects
The source of a message also influences consumer attitudes.
 Source Credibility – Plays an important role in advertising effectiveness. In general, credible
sources tend to be more persuasive than less credible sources.
Credibility consists of two elements:
o Expertise refers to the amount of knowledge that a spokesperson is perceived to have
about the product.
o Trustworthiness refers to a perception of the extent to which a spokesperson is presenting
a message that he or she truly believes.
 Source Attractiveness – Another quality that has received a great deal of attention. Attractive
models tend to be more persuasive than unattractive spokespeople.
 Source Likeability – Also affects a spokesperson’s effectiveness. Likeable sources tend to be
persuasive. Source likeability affects persuasion more for consumers with low need for
cognition than for those with a high degree of this trait.
 Source Meaningfulness – Indicates that the product characteristics should match with the
dominant characteristics of the source. The matchup hypothesis states that a source feature is
most effective when it is matched with relevant products.
Q: Identify a few ads for brands that have been endorsed by celebrities. What is the
effect of the celebrity’s attractiveness, likeability and meaningfulness on the
customer perception of the brand?
A: There are many ads that feature sports personalities. Examples could include Roger
Federer for Gillette Mach 3. Attractive models tend to be more persuasive than
unattractive spokespeople. Likeable sources tend to be persuasive. The matchup
hypothesis states that a source feature is most effective when it is matched with
relevant products.
[Instructor PPT Slide 41]
Video material for this chapter is starting on page 18 of the IM
END OF CHAPTER MATERIAL

REVIEW QUESTIONS
(*) Indicates material on prep cards.
1. What is meant by the term “consumer attitudes”? Why do you think attitudes play such an
important role in consumer behavior?
Answer: Consumer attitudes are relatively enduring overall evaluations of objects, products,
services, issues, or people. Attitudes play an important role in consumer behavior because
they describe how people think, feel, and act towards products. That is, they motivate people
to behave in consistent ways. Consumers will almost always want to purchase products that
they like, even if they know that they cannot buy them. They also are attracted to
advertisements that promote products that they like. Because attitudes also serve four distinct
functions for consumers they take on additional importance (value expressive, utilitarian, ego-
defensive, and knowledge).
BUSPROG: Analytic
DISC: Customer
LO: 7-1
Topic: A-head: Attitudes and Attitude Components
Bloom’s: Comprehension
Difficulty: Easy
2. *Describe the ABC approach to consumer attitudes. How do the various components apply to
your daily life as a consumer?
Answer: The ABC approach refers to the affect, behavior, and cognition elements of the
subject. Students can quickly come up with examples of products that they like and buy
regularly. They can also describe various thoughts and/or beliefs about them. Student
responses will vary, but when they describe a specific product the three elements usually
come to mind easily.
BUSPROG: Analytic
DISC: Customer
LO: 7-1
Topic: A-head: Attitudes and Attitude Components
Bloom’s: Knowledge
Difficulty: Easy
3. Using your own examples, explain the four functions of attitudes that are presented in this
chapter.
Answer: There are many ways in which students may answer this question. The utilitarian
function is based on the concept of reward and punishment. Perhaps a student has expressed a
liking for a particular rock band in order to appear more favorable to another person. The
knowledge function allows consumers to simplify decision-making processes. Perhaps a student
doesn’t like to drink alcohol. If she hears about an upcoming big campus party, she may decide
not to attend simply because she doesn’t like being in situations where drinking will be
encouraged. The value-expressive function enables the consumer to use attitudes as expressions
of their true values. In the political season, consumers often express their support for a candidate
because of deeply held values. The ego-defensive function serves as a defensive mechanism.
Perhaps a student chooses to ignore warnings about drinking and driving because they have
positive attitudes about drinking.
BUSPROG: Analytic
DISC: Customer
LO: 7-2
Topic: A-head: Functions of Attitudes
Difficulty: Moderate
4. Why do you think the functions of attitudes are important to consumer researchers? Provide
examples of the ways in which you have used each function.
Answer: The functions of attitudes are important to consumer researchers because attitudes
help consumers simplify their lives, express themselves, obtain rewards, and protect
themselves or their self-images. Student responses will vary, but it is likely that the ways in
which they have used their attitudes will be similar to the examples in the text.
BUSPROG: Analytic
DISC: Customer
LO: 7-2
5.*What is meant by the hierarchy of effects? Differentiate between high-involvement, low-

involvement, experiential, and behavioral influence hierarchies. In what situations are you
most likely to observe each hierarchy at work?
Answer: The hierarchy of effects suggests that there is a sequential ordering to how beliefs,
affect, and behavior are formed. The purchase context influences which hierarchy will come
into play. The high-involvement (or standard learning) hierarchy occurs when consumers first
develop thoughts about a product, followed by affect, and then by behavior. This hierarchy
generally works in situations in which products under consideration involve some kind of risk.
The low-involvement hierarchy is at work when the purchase context does not involve
significant risk. Here, behavior simply follows beliefs that the consumer has about a product.
Any affect that is developed toward the product generally occurs after behavior has occurred.
The experiential hierarchy is at work when a consumer acts on strong feelings toward some
product. Impulse purchases are often based on the experiential hierarchy. Finally, the
behavioral influence hierarchy comes into play when strong environmental forces influence
behavior in the absence of any strong feelings or thoughts. Consumers are conditioned to act
in various ways in different contexts. For example, fast food restaurants often play pop music
that encourages consumers to hurry through their meal and be on their way.
BUSPROG: Analytic
DISC: Customer
LO: 7-3
Topic: A-head: Hierarchy of Effects
6. Describe ways in which you think the hierarchy of effects approach applies to recent
purchases you have made.
Answer: Responses to this question will vary. The focus here is to prompt students to
consider how the different hierarchies relate to their everyday lives. If the student gives this
question any thought, they should be able to come up with several examples of how the
hierarchies apply to their lives.
BUSPROG: Reflective Thinking
DISC: Customer
LO: 7-3
Bloom’s: Application
Difficulty: Challenging
7. Describe the components of the ATO model. How would you apply the model to your attitude
formation process? Give an example.
Answer: The ATO model includes beliefs regarding attributes of products, the strength of
beliefs regarding the attributes, and an evaluation of the attributes. These elements are
combined to arrive at an attitudinal score. There are many examples that students could use
for this answer. The book describes the example of an apartment complex but there are many
different ways to respond.
DISC: Customer
LO: 7-4
Topic: A-head: Consumer Attitude Models
8. Describe the Theory of Reasoned Action. In what situations do you think the approach would
apply most effectively to a consumer situation?
Answer: The Theory of Reasoned Action expands the ATO model in important ways. First, it
considers intentions to act. Second, it considers the perceived consequences of performing a
behavior. Third, it includes a subjective norm which assesses the extent to which a reference
person wants the consumer to act in some way and also the consumer’s motivation to comply.
This model tends to work best for products that have some sort of social element, or when the
issue or product under consideration is very important.
BUSPROG: Analytic
DISC: Customer
LO: 7-4
9. What are the major attitude change theories? Using an example of your own, discuss the
following attitude change theories and how they have applied to a purchase or consumer
situation that you have faced: Elaboration Likelihood Model, Balance Theory, and Social
Judgment Theory.
Answer: The major attitude change theories include the ATO approach, the Behavioral
Influence approach, the Schema-Based Affect approach, the Elaboration Likelihood Model,
Social Judgment Theory, and Balance Theory. Examples will vary, but students should
discuss the difference between high and low-involvement in the ELM approach, celebrity
perceptions in the Balance Theory approach, and the strength on the attitude that is held with
the Social Judgment Theory approach.
DISC: Customer
LO: 7-5
Topic: A-head: Attitude Change Theories and Persuasion
10. *How can marketers attempt to change beliefs or evaluations directly? How effective do you
think these attempts can be?
Answer: Changing beliefs about a product is not always a difficult thing for marketers to do.
Many times, consumers simply don’t know that a product has an attribute or that it does not
perform well on the attribute. Changing evaluations of an attribute is generally more difficult
because consumers know what they like, regardless of a marketer will try to say. Accordingly,
strategies that aim at changing beliefs can be effective. Ford Motor Company has attempted to
change beliefs regarding the quality of their cars. Toyota did the same after the problems that
occurred in recent years. Although it takes time for consumers to accept the new information,
these strategies can be effective.
BUSPROG: Analytic
DISC: Customer
LO: 7-5
Difficulty: Easy
11. Summarize the major types of message appeals and source effects. Describe products that are
often advertised using the various message appeals.
Answer: Message appeals include sex appeals, fear appeals, and humor appeals. Intimate
apparel is often promoted with a degree of sex appeal. Promoting the idea of “Don’t Drink
and Drive” often follows fear appeals. Humor appeals are used when promoting all types of
products and services. In fact, humor appeals are often used to increase the involvement of
consumers with otherwise mundane products. Many examples may apply here. Source effects
include issues such as credibility, attractiveness, likeability, and source meaningfulness.
BUSPROG: Analytic
DISC: Customer | Promotion
LO: 7-6
Topic: A-head: Message and Source Effects and Persuasion
Difficulty: Easy
12. Describe the terms serial position effect, primacy effect, and recency effect. In your opinion,
which type of effect would be most influential for you? Why? Think of an example of an ad
that you’ve seen that has tried to elicit one of the effects.
Answer: The serial position effect states that the placement of information in message affects
the recall of the information and also consumer evaluations. Recency effects occur when
information presented late in a message is most influential in persuasion and primacy effects
occur when information that is placed early in a message is most effective. Usually, these
effects depend on situational influences. Students may be able to recall times when they have
notice information placed early or late in a message and they may remember them as they
occur in a series of messages.
BUSPROG: Analytic
LO: 7-6
INTERACTIVE/APPLICATION EXERCISES
13. After shopping at a grocery store, select three products that you have purchased and apply the
ATO model to each of them. Does the model accurately describe your attitude toward each of
the products? Why or why not?
Answer: This should be an easy assignment for students. Nearly every student will shop in a
grocery store. By applying the ATO principles to purchases that they’ve recently made, the
student realizes just how prevalent the approach is in everyday consumer life.
DISC: Customer
LO: 7-4
14. Pick one of the four functions of attitudes and ask friends when they think they have used it.
Have they mentioned examples that you didn’t think of before?
Answer: The book describes various times when the functions of attitudes are at work. It is
interesting to have students consider these functions for themselves. Student responses will
vary. This is another activity that is good for class discussion.
BUSPROG: Analytic
DISC: Customer
LO: 7-2
15.While watching television over the course of a week, keep a log of commercials that use a
violent theme. Do any of the commercials also include humor? Do you think that the ads were
effective? Why or why not?
Answer: Most students will recognize when they are being exposed to a violent theme in an
advertisement but they may not realize just how often they are until they take note while
watching television. Student responses will vary greatly on this question.
LO: 7-6
Bloom’s: Analysis
16. *Visit the popular website Pinterest. How does, or how could, this site influence your
attitudes towards the products or hobbies that are being suggested? Do you think sites like
Pinterest can be effective in changing your attitude about a product?
Answer: As the book discusses, this website has become extremely popular. However, it is
likely that the male students in the classroom are less familiar with it. This is a good exercise
to get students to see how influential sites such as Pinterest are in everyday consumer life.
BUSPROG: Analytic
DISC: Customer
LO: 7-5
Bloom’s: Evaluation
18. Think of three celebrities that you consider controversial. They do not need to be celebrities
that you personally follow. Do a web search to find the various products that they endorse. Do
you think that they are good endorsers? Why or why not?
Answer: This activity is based on Balance Theory. As the book discusses, not all endorsers
are going to be equally effective for consumers. This is a nice opportunity to get students to
this about Q-ratings and how they can be used in marketing. Obviously, students will belong
to different market segments and this activity can spark some interesting discussions on
celebrity endorser effectiveness.
LO: 7-5
Bloom’s: Evaluation
GROUP ACTIVITY
*Have students break up into teams. Have the teams visit a local shopping mall and a number of
popular retail stores. Have them take note of the music that is played in each retail store. Popular
clothing retailers like American Hollister, PacSun and Hollister are great for this exercise. Have
each group assess how well the music in the store matches its image. Have the students focus
specifically on any music that is played from their favorite bands. Does this music influence their
attitudes toward the stores? Have them visit stores that they do not like. What do they find? Do
they like the music that is played in stores that they don’t like? Have the groups present their
results to the class. This exercise can encourage some great class discussions.
CHAPTER VIDEO SYNOPSIS
To view the video case Southwest Airlines, go to the CB companion website

login.cengage.com to select this video.
Founded on the basic principle of simple, no-fuss flying with a high-level of staff positive
attitude, Southwest Airlines (SWA) remains one of this country’s highest rated businesses in
terms of both work culture and customer service. The airline provides non-stop flights
connecting sixty four cities in the U.S and also flies all over the United States. It is a low-cost
airline which focuses on providing all its customers smooth travel experiences.
The airline considers customer service very important and hence it conducts a lot of quantitative
and qualitative research to find out the satisfaction levels of consumers who travel by their
flights. The airline uses a satisfaction tool which consists of five questions, to measure the level
of customer satisfaction. This allows them to improve their existing services and understand their
customers’ wants, needs and desires. Providing customers the best product experience is their
main goal and they ensure this by listening to all their customers and involving them in the
product development process.
Ask your students:
1. Explain how Southwest’s marketing message performs each of the four functions of consumer
attitude.
Answer: The slogan of Southwest Airlines reads as follows: “You are now free to move about
the country.” This message covers all the functions of consumer attitudes.
 Utilitarian function of attitudes – Customers are offered non-stop, smooth travel
experiences. The airline also offers customers low-fares, great customer service and a fun-
filled flight experience.
 Knowledge function of attitudes – Offers such as non-stop flights and lower-fares simplify
consumers’ decisions. Customers generally opt for flights that have great customer service
and provide great product experiences.
 Value-expressive function of attitudes – Research conducted by the company has revealed
that customers who have enjoyed travelling by Southwest Airlines recommend the brand to
other travelers.
 Ego-defensive function of attitudes –Southwest Airlines has distinguished itself from its
competitors by offering superior levels of quality in terms of in-flight experience and
customer service. By flying with Southwest Airlines, customers derive greater satisfaction
by associating themselves with this brand, thus enhancing their self-image.
BUSPROG: Analytic
DISC: Customer | Strategy
LO: 7-2
1. Explain Southwest’s strategy and positioning in the context of social judgment theory.
Answer: Student answers will vary. The social judgment theory proposes that consumers
compare incoming information to their existing attitudes about a particular object. When
customers hear about the services offered by Southwest Airlines, they tend to compare the
offers with other airline offers. The customer will have initial reference points, such as
customer service, product experiences, fares and so on. Around these points are latitudes of
acceptance and latitudes of rejection. The customer will view the message favorably if it is
congruent with the initial attitudinal position. Southwest’s offers consistently compare
favorably with the competitors’ offers and hence they fall under the latitudes of acceptance.
BUSPROG: Analytic
DISC: Customer | Strategy
LO: 7-5
SHORT VIDEO MATERIAL
An animated advertisement for Coca Cola has a group of polar bears slipping and sliding on the
ice in pursuit of a bottle of Coke. The advertisement begins with two polar bears watching Super
Bowl. One of the polar bears from another group tosses a bottle of Coca Cola but as the other
bear tries to catch it, he loses his balance and slides. The rest of the bears come to this clumsy
bear’s rescue and they all crash against each other and fall on the ice. Toward the end, the polar
bear manages to save his bottle of coca cola from breaking.
Ask your students:
1. Which function of attitudes would you be best associated with if you were a member of the
Super Bowl fan club?
Answer: The value-expressive function enables consumers to express their core values, self-
concepts and beliefs to others. Individuals who belong to the Super Bowl fan club would be
associated with the value-expressive function of attitudes. They would be promoting their fan
club by displaying placards, posters, stickers, t-shirts, and so on.
BUSPROG: Analytic
LO: 7-2
2. Identify the type of hierarchy that can be associated with this advertisement.
Answer: Students’ answers will vary. This advertisement can be associated with the
experiential hierarchy. The ad illustrates that the polar bear decides to drink Coca Cola
because it sounds like a fun thing to do. The same applies to consumers. Consumers consume
the drink whenever they feel right or feel good.
BUSPROG: Analytic
LO: 7-3
Difficulty: Easy
3. Which kind of message appeal is portrayed through the advertisement?
Answer: The message appeal portrayed through this ad is that of humor. This animated
advertisement features polar bears sliding around on ice. The humor appeal in the ad attracts
attention and creates a positive mood. The advertisement enhances both attitude toward the
brand and consumers’ purchase decisions.
BUSPROG: Analytic
LO: 7-6
Difficulty: Easy
PART 2 IN-TEXT CASE ANSWERS
Case 2-1 Climbing to the Top!
1. What types of programs or tactics would you suggest the owner institute to break the fear of
“Baby Boomers” and change their attitude towards rock climbing?
Answer: Holding events for families; since most people would try rock climbing for the first
time in groups, is a good way to reach the Generation Y parents and Boomer grandparents.
These events would gain trust of parents and grandparents while educating them on the
equipment and other safety features. They could enjoy watching their children and
grandchildren climb, help them and take the first steps in a new adventure. Short videos of
“baby boomers” climbing could be placed on You Tube, the main website, and even on
location while parents are waiting for their children, to show just how fun and exciting rock
climbing is for ALL ages. These videos would contain clips of older, less practiced climbers,
children, and can even show how families mixed with young and old can experience rock
climbing together.
2. What do you think motivates one to rock climb or try this sport? Is the value provided
utilitarian or hedonic? If you never tried rock climbing, would you now consider it? If so,
what would be YOUR motivation?
Answer: People rock climb for various reasons. Some like the physical challenge and
exercise, and for some it raises their self-esteem (step 4 on Maslow’s Hierarchy). As to value,
the definition of utilitarian is based on a product or service that helps the consumer solve a
problem and or accomplish a task. Hedonic value is the immediate satisfaction that originates
from experiencing some activity. In rock climbing fears are the biggest of problems – fear of
heights or injury from falling, for example. Once the consumer faces their fears and makes it
to the top of the rock wall they may have that exciting, gratifying, and fulfilling experience
that comes from achieving their goal, which could encompass both utilitarian and hedonic
value.
Subjective; based on student. Some students may like the excitement of trying something new.
For some, it’s a pure “rush” and emotional high.
3. Explain how the intrinsic motivation state of flow might occur in rock climbing?
Answer: Flow occurs when a challenge is met with higher level skills through a strong
emotional state of high involvement, in which the person is totally absorbed and focused on
the activity. A climber might find themselves in this state of flow on the rock wall, especially
when they are finally getting the hang of it, focusing on their next move and how close they
are to reaching their goal. It’s as if they are watching a movie and it is the climax, time passes
quickly and the person is thoroughly “dialed in” to their own state of oneness with the wall.
4. Using the multiple trait approach to consumer behavior explain which specific consumer
traits would explain one’s motivation to rock climb? For example, The Five Factor Model of
personality traits is one framework that can be used.
Answer: Personality traits that would most likely be found in rock climbers include “openness
to experience” and “competitiveness.” Rock climbing is a challenging undertaking and may
be intimidating for the non-competitive. There are also a base level of skills to be learned,
including belaying ad finger holds, so new climbers must be willing to take some risks.
Climbing is also competitive, not only against other sport climbers, but a competition against
oneself, as new and experienced climbers set personal goals for themselves. Other important
personality traits typical of those with a propensity to climb might be extroversion and
stability. Many climbers are cautious in making their way up the wall, and insist on taking a
safe and steady route within their ability, rather than climbing in a hazardous fashion.
5. Using the ABC approach to attitudes, explain why a Baby Boomer might feel that rock
climbing is a “young person’s sport.” Then, create a program for Rock Sport that attempts to
change this negative attitude and invites Baby Boomers to try indoor rock climbing.
Answer: Attitudes are formed by combining three components: cognitions or beliefs, affect,
and behavior. Many Baby Boomers are fearful of rock climbing because they believe they
might fall and get hurt, or not be able to climb the wall unless they’re in good physical shape,
a damaging blow to their own self concept. These cognitions will then lead to a somewhat
negative affect or indifference towards the sport. The resulting behavior is not to even attempt
to try indoor rock climbing. To overcome these objections and attempt to change the negative
attitudes of Boomers, Rock Sport might create several new programs. First, an introductory
video could be developed and showed on the website’s homepage. This would explain how
safe and enjoyable the sport is, showcasing a 60- something female beginning up the wall.
Safety and skill development would be stressed. Other program ideas include a “Couples
Night” for empty nesters that includes a “two for one” lesson and gear fee. In addition, the
facility could host a “Meet and Greet” evening where Boomers from local clubs like Rotary
and YMCA are asked to attend.
Case 2-2 Plasma vs. LCD TVs – Much Ado About Nothing?
1. In what ways are TV manufacturers practicing the total value concept? What features other
than TV, are consumers coming to expect in a modern TV?
Answer: There are many ways students can go with this question. The chief thing is that TV
is no longer a “TV” in the traditional sense of just showing television shows. Modern TVs
access the Internet to access shows and content (e.g., Netflix, Hulu, Amazon Prime, and more)
or to browse websites. They also have specific apps being developed. Brands such as Vizio,
Sony, and others are creating customized TV apps for viewers. Then there are the hedonic
feelings associated with a TV and the race to have the thinnest, largest, clearest, brightest,
television that manufacturers can make.
2. Say you manage the electronics department at your local Best Buy. Would you tweak the TV
settings so each TV displays an ideal picture or would you leave them as they are out of the
box? How would your decision influence returns and customer satisfaction?
Answer: This question can be argued from many different perspectives. It certainly is in the
interest of the store to make certain TVs look better, leading to more sales, leading to more
profit for shareholders, etc. However, stores also need to consider what is best for the
customer. If you tweak and create an “ideal” setting for each TV, are you heightening the
expectations customers have such that they will be disappointed when they get the TV home
and see that it looks different out of the box? Does one sell services of customized TVs at the
consumer’s home? Then how does this all impact customer satisfaction and TV returns? There
are no easy answers.
3. Apple has made a case for the “retina” display on the latest iPhone and iPad saying the pixels
are so small the human eye cannot detect them. This gets away from official statistics like
2048-by-1536 screen resolution. In what ways is this positive/negative for consumers?
Answer: Getting away from pure statistics and numbers is an interesting marketing tactic
because it brings the product back to being about its intended use. In the case of the iPad, it
looks so good, do you really care about the statistics of the resolution? Probably not.
However, it is great marketing because “retina display” is how Apple brands them, so can
Sony come and say the same thing? Would they want to? Probably not.
Statistics do have the advantage of making things easier to compare and helping make sure
one is comparing apples to apples. However, as happened in the camera market, above a
certain amount, does it really matter if a camera is 12 megapixels vs. 20 megapixels, if the
largest print one will ever make is 4” by 6”? Probably not. This over emphasis on statistics
that are no longer relevant is interesting because it still influences how consumers make
decisions (e.g., megapixels for cameras, the MHz in the CPU of computers).
4. Say you are the product manager for a line of plasma televisions. What features would you
emphasize the most with customers? Why?
Answer: Plasma displays have better refresh rates, picture quality, and deeper blacks (because
they do not have to use a backlight). So picture quality should be their big selling point.
However, as discussed in the case, plasma screens are more power hungry and due to the
technology, are often thicker and run hotter than comparable LCDs. These negatives need to
be addressed or framed in a positive sense. Is it worth an inch of depth to have a better
looking TV?
5. Given what you now know about HD TVs, in what ways does marketing influence consumers’
perceptions of products such as TVs?
Answer: The point of the case is that many HD TVs are pretty much the same to the untrained
eye. However, engineers and marketers understand the importance and influence of numbers.
Even though a TV that refreshes at 240Hz shows no practical improvement over a 120Hz one,
it simply sounds better because it is twice as fast. An over emphasis on numbers has led
customers to be confused and overwhelmed with choice and features. Consumers then
simplify the decision using techniques and tradeoffs discussed later in the book. (Note: The
comparison of TVs may make for a nice multi-attribute demonstration/topic later in the
course.)
Case 2-3 Virtually Free!
Students are likely more to be the experts about gaming than are instructors. This case
provides a good opportunity to apply concepts from part II and CB in general in describing a
current phenomenon.
1. Consumers, whether adults are children, have to learn how to play online games like Tiny
Zoo or Castleville. In this part of the book, learning is described as being either intentional or
unintentional. Explain your opinion on whether these games are learned more by intentional
or unintentional learning mechanisms.
Answer: Learning the games probably involves both types of learning and thus the discussion
could be varied and vigorous. However, the games involve rewards for behavior. Get a cute
new animal, and get a reward (automated comments as well as comments from friends). This
is an instrumental conditioning effect and falls in unintentional learning. Opinions may vary
the important objective here is that the students use concepts in forming their answer.
2. Brand loyalty is an important marketing concept. Define the concept of schema. How
important is the brand schema in consumer decision to play these games? Do you think
consumers think of the company (Zynga), the game (Cityville) or the host (Facebook) when
playing the games?
Answer: A schema is the cognitive structure that gives something meaning in our minds. A
brand schema gives meaning to brands. The rest of the question should generate discussion.
Chances are, the games themselves build equity more so than the companies that produce
them. As a result, companies are challenged to continuously release enticing games.
3. All consumer behavior is motivated by something. What motivations underlie online gaming
and purchasing of online games? In the case of parents paying for virtual goods used by their
kids, what value is involved in the consumption.
Answer: For the children, hedonic motivations are largely at play as the games bring hedonic
value. In terms of Maslow’s hierarchy, playing games can be driven by esteem and status
(particularly through social networking) or perhaps by self-actualization if results are not
publicly proclaimed. For parents, the games bring utilitarian value as buying the games
accomplishes the end of keeping the kids busy for a while.
4. Do consumer attitudes play a role in online gaming?
Answer: Attitudes play a role in all consumer behavior. Try to get the students to discuss
attributes of games and how they may contribute to a favorable predisposition toward games.
How important are the social networking attributes of games.
Other discussion can ask students their opinions on Zynga’s marketing strategy and on
potential ethical questions underlying the sale of not real (virtual) products.
PART 2 ONLINE CASE ANSWERS
Visit www.login.cengage.com to access the online case studies for CB.
Are Three Wheels Better than Two?: The Can-Am Spyder
1. Do purchasers of the Can-Am Spyder have utilitarian motivations? Hedonics ones? Both?
Answer: As with other forms of transportation, the Spyder provides satisfaction of a basic
utilitarian motivation to be able to travel with ease, getting from point A to point B. However,
it is likely that most purchasers do so primarily to satisfy hedonic motivations. ‘Weekend
warrior’-types are likely to consider this vehicle a ‘toy’ that they use mostly for excitement
and personal gratification.
2. BRS states that it delivers “paradigm-shifting vehicles that push the envelope”. Considering a
prospective customer’s existing product schema for a motorbike, discuss the implications for
cognitive organization, comprehension and acceptance of this vehicle by motorcycle
enthusiasts.
Answer: A typical motorcycle owner may have a schema about a bike that includes concepts
such as “two-wheeled”, “exciting”, “cool” and even maybe “risky”. The Spyder is not
considered a true member of the motorcycle class, probably because it does not share all of
these characteristics in the minds of the consumer. This may make it harder for the consumer
to automatically accept this new vehicle, and makes its introduction more risky for BRS. It
may make interpretation and comprehension of the Spyder difficult initially, resulting in an
accommodation or even a contrast reaction during attempts to categorize it. BRS is counting
on the fact that incongruencies are just enough to induce curiosity but not dislike.
3. At introduction of this vehicle, would an attitude change strategy be necessary to convert the
curious into customers? If so, what might be effective?
Answer: Those who are intrigued by the Spyder may still have misconceptions about it.
Among motorcycle riders, it may be important to change existing beliefs that the thrill of the
ride can exist even with enhanced stability factors, or that safety is of more importance now in
their lives. In the ELM method, potential customers are likely to spend much effort in
comprehending messages about the vehicle, so the central route to persuasion is likely to be
activated. Central cues will be effective, including arguments about various safety and styling
attributes.
4. Visit the website spyder.brp.com as if you were a potential customer for this product. Is the
typical site visitor likely to learn about the product intentionally or unintentionally? Do you
think the website has been created to maximize the learning that can occur there?
Answer: Learning will be especially important for BRS’s Can-Am Spyder since it is so
unique. Consumers often learn about products unintentionally through personal contacts,
experiences and even advertising. The vehicle is still relatively new, distribution is limited and
advertising has been minimal, meaning that the website may be of relative importance for the
education of the customer. Website visitors are likely to be learning intentionally there,
through their own effort and cognitive processes, as they seek specific information about the
Spyder. The site has a great deal of information about the models, gear and accessories, as
well as dealerships and the online community. But nothing is likely to replace the learning
that would occur through experience, such as a test drive. A major function of the site is to
drive customers to local events where that is possible.
Shanghai Advertisements
1. What function or functions does Mei Li’s attitude toward the advertisements that line the street
where she lives play?
Answer: First of all, her attitude adopted from her father—that the ads will corrupt her
education and family responsibility—plays a utilitarian function in that maximizes familial
rewards and minimizes any punishment. It keeps her in good favor with her father. In some
ways, it also acts as an ego-defensive function. The attitude protects Mei Li from any of the
potential problems associated with the ads in terms of self-concept and self-esteem. However,
the last ad, Mei Li’s favorite, may actually serve a value-expressive function for the girl. She
believes the makeup is glamorous and sophisticated, something that she wants to be, and her
attitude toward the brand expresses that set of values.
2. Using the psychoanalytic approach to motivation, how does Mei Li deal with the
advertisements that surround her?
Answer: Psychoanalytically speaking, the personality consists of the id, ego, and superego.
The id is all-about “if it feels good, do it” in the sense that it acts under the pleasure principle.
The superego matches societal norms and expectations as a “civilizing” element. Both of
these are managed by the ego which resolves conflicts between the two. The ads are
attempting to work on Mei Li’s id, urging her to be herself and the like. But she has her
father’s voice in her head, the superego, that is telling her to ignore the ads and their
corruptive influence. Her ego, on the other hand, is resolving that conflict, particularly with
the last ad concerning the make-up. It’s her ego, most likely, that has told her to wait until she
was old enough to purchase make-up that allows her to manage the ad as part of her everyday
scenery.
3. What effect do these Western ads appear to be having on the self-concept of Chinese
consumers?
Answer: The self-concept involves all the thoughts and feelings that one has about him or
herself which plays a huge part in self-esteem. The more positive one feels about him or
herself, the higher or more positive the self-esteem. When individuals are subjected to a
myriad of advertisements that feature glamour and sophistication in the form of someone who
looks different than the self, this could potentially lead someone to begin to think negatively
about the self. Instead of a Chinese girl like Mei Li comparing herself to other Chinese girls
that she looks like, she may now be comparing herself to Western models who she does not
look like. Since they are glamorous and, by contrast, she may think she is not, then the way to
look like the Western model is to get a plastic surgery that modifies her look so that she is
now comparable to the models.
4. What part does the perception process play in Mei Li’s reaction to the make-up
advertisement?
Answer: First of all, she has to sense the ad to be able to make sense of it, which she does
each time she leaves her apartment. Then, she has to organize the image into meaningful and
recognizable categories. She does so by breaking the ad down to glamorous woman, evening
dress, cute guy, checking out, and make-up. In doing so, she begins to comprehend or
interpret the meaning of the ad through an act of assimilation. She readily recognizes the
different parts and what they mean when put together into the advertisement. Finally, she
reacts by liking the ad and vowing to buy the brand when she is allowed to purchase and wear
make-up.
Thrill-Seekers Unite
1. Develop a psychographic profile of a consumer who identifies himself/herself as a “thrill

seeker”. Identify three personality traits that you think would be associated with a consumer
who would attend the ESPN Summer or Winter X Games. How might consumers with differing
amounts of thrill seeking (very low versus very high) have different attitudes about a reverse
mortgage?
Answer: Students may answer this question individually or in teams. Students should compile
a list of personality traits of a “thrill-seeker”. Examples of personality traits include but are
not limited to; extroversion, innovativeness, self-consciousness, need for excitement,
competitiveness, and impulsiveness. Students may also reference VALS in their answer.
Instructors may generate class discussion by asking students to explain the various ways
psychographic profiles may be used by marketers. Consumers use a reverse mortgage to get
access to other things – this it offers high utilitarian value. The other things – like extreme
supports for retired consumers – provide hedonic value. But, a consumer low in thrill seeking
may not see so much value in a reverse mortgage because they are likely to see it as more
risky.
2. Choose an extreme sports event and describe its brand personality.
Answer: Answers to this question will vary depending on the choice of the sporting event.
Students should be allowed to review the definition of brand personality. Instructors may
facilitate class discussion by asking students to comment on whether or not they think brand
personality is related to product positioning.
Instructors wishing to offer more guidance to students may provide student teams with
examples of extreme sports products (i.e. Burton snowboards or a Gary Fisher mountain
bike). Teams could then be instructed to research these products online and describe their
brand personalities to the rest of the class.
This question may also be useful to demonstrate to students how individual student
personality traits may impact the overall group’s description of their product’s brand
personality.
3. Describe three ways you think the personality of an extreme sports consumer affects their
shopping decisions. How does your personality have an impact on the product/services you
purchase?
Answer: Answers to this question will vary. An extreme sports consumer will most likely be
highly involved and require central routes to persuasion. This consumer would also be very
knowledgeable about alternative brands. Students should state whether or not they feel the
personality traits of thrill-seekers correlate with their purchases. To facilitate class discussion,
the instructor may also explain the concept of self-product congruence.
Do zipped commercials influence you?
1. Why do you think zipped commercials can still impact a viewer?
Answer: The most common explanation is perceptual fluency and the mere exposure effect.
The more you are exposed to a stimulus, be it a person, object, etc. the more familiar it will
seen to you and the most a person will like it. Although people may not recall zipped
commercials, they have been exposed to certain brand names. These brand names may be or
at least seem, more familiar and thus, the viewer will like/prefer them over others.
2. How should one judge the effectiveness of television commercials? Is recognition and recall of
the brand name enough? What other measures would you suggest?
Answer: Using both explicit (recall and recognition) and implicit measures (see reference 7
for an in depth discussion) would be prudent to help measure the effectiveness of zipped
commercials.
3. What are ways advertisers could counteract the effects of zipping? How could you encourage
consumers to watch commercials in real time?
Answer: There are many possible answers students may come up with. One technique
advertisers can use is to hire actors from the show one is watching. Zippers may confuse the
commercial for the actual show and play it in real time. Although this could lead to mixed
attitudes toward the commercial that in effect, tricked the viewer into playing it. In 2006,
Sprite had inserted messages into ads and explicitly told viewers that if they used their DVRs
to slow down the commercial they could see special messages one would not otherwise be
able to see.
Golf Buggy Case
1. Several advertising agencies are competing for the Golf Buggy account. Most are
recommending communications that are consistent with an intentional method of learning.
However, one agency is suggesting a behavioral or unintentional learning campaign. Should
Gold Buggy give serious consideration to this agency based on its approach to consumer
learning? Explain your choice.
Answer: Chances are that an intentional learning approach would be best. Most, but not all,
advertising campaigns assume that intentional learning takes place. Unintentional learning
processes often result from the use of sales promotions. For example, a consumer can be
offered a certain reward for visiting a dealership, then offered a rebate, and finally offered a
low price when purchasing a product. Although either process could apply, it is likely that the
intentional learning perspective would be better, especially when considering that this is most
likely a high-involvement purchase situation.
2. How is a single-seat, three-wheel golf cart likely to be initially received in the marketplace?
Use the steps in the consumer perception process to explain your position.
Answer: The product would most certainly be viewed as “new” and “different.” The
consumer would need to be exposed to the information, pay attention to the information, and
comprehend the information in some way. Also, consumers would need to sense the
information, organize it, and react to the information and product. The critical step here would
be organizing the information. As the text explains, the information could be assimilated,
accommodated, or contrasted. Chances are that some type of accommodation would take
place, that is, the buggy would share some, but not all, features of traditional golf carts.
3. Would Golf Buggy have more success targeting a vehicle like this at non-golfers for use in
large workplaces and perhaps even for consumers liking for an alternative to walking or
driving when traveling short distances? Explain why.
Answer: The product should probably be aimed at the traditional golf market. However, these
other uses do apply. When organizing the information and reacting to the cart, most
consumers would view the cart as applying most readily to the golf experience. As such, this
should be the primary aim. However, other marketing efforts could focus on alternative uses
for the product.
Handbags Case
1. How important is the country of origin to consumers’ comprehension of designer products like
those sold by Antonio’s company?
Answer: One’s country of origin can definitely influence both comprehension and consumer
purchasing behavior. Consumers hold various associations about countries, products, and
product origin in their associative memory networks, and these associations do affect their
comprehension of certain products. As consumers react to marketing messages that include a
country-of-origin element, these feelings will be relayed into short-term memory, thus affecting
comprehension. For some consumers, these effects will be more profound than for others.
2. Play the role of the VP-Marketing. What would your reaction be? How could knowledge that the
bag is produced in China potentially harm or enhance the brand?
Answer: Again, consumers will hold various associations about countries and products in
their memories, and this will affect their comprehension of marketing messages as well as
their reactions to products. The VP-Marketing is likely to be very hesitant about the suggested
change—not necessarily because of negative inferences to China, but because of the strong
reputation of the brand. The company has most likely put much time, effort, and money into
promoting the brand as a prestigious Italian product, and therefore moving the production to
any other country might be detrimental to the brand.
3. Antonio suggests simply removing the stitching that says “Made in Italy” as a way of not
misleading consumers. Would such a move address any ethical concerns that may exist once
production is moved to China? Explain why.
Answer: Antonio would need to be careful not to break any applicable laws. If his intent is to
mislead consumers, then there would be an ethical problem. It is not unethical to move
production to China. However, consumers should be aware of where the product has been
made, and labeling laws would then apply. It would be more ethical for the company to decide
to be truthful with their marketing promotions regarding where the product was actually
made.
Teen Culture Case
1. How do teens create value through coolness of the product?
Answer: Teens create value based on information that they have received from media and
friends. In addition, psychological aspects—such as self-esteem, peer pressure, hormones, and
social experiences—in middle schools are influenced by that which is cool and that which is
not.
2. Teens respond to something “cool,” but “cool” keeps changing. So, if you’re a marketer, how
do you find “cool?”
Answer: Firms utilize various research methods to find information about teens such as
surveying, focus groups, online chat rooms, undercover settings, and web groups. These forms
of research are very difficult compared with the typical research conducted on adults or
children. Companies can also utilize online services, such as Trendhunter.com, that provide a
report of “clusters” showing research conducted through information published in online
magazines. You can visit look.look.com.
3. Teens certainly appear to be a difficult demographic group to get hold of. What is different
about this demographic group (teenagers) compared with other sectors of our society
targeted by marketers?
Answer: Teenagers have become the hot demographic for marketers in the last decade due to
a few salient facts. (1) First, sheer numbers: they are the largest generation of teenagers ever at
33 million, larger than even their baby boomer parents. (2) Second, they are undoubtedly the
wealthiest generation of teenagers. Last year, for example, they spent about $100 billion
dollars themselves and influenced the spending of another $50 billion by others. (3) Third,
they probably have more discretion over their purchasing decisions than ever before. (4)
Fourth, teenagers are subject to the influence of marketers because they have few loyalties to
brands or companies built up over years and because they have few real needs. They are able
to buy what they want and not what they must. (5) Finally, despite a lifetime of bombardment,
teens are still less inured and more plugged into marketing messages through the media than
any other demographic.
Lifestyle Case
1. How can the use of a celebrity endorsement have a positive impact for Latonia and a negative
impact for Jon-Michael?
Answer: For Jon-Michael, celebrity endorsements would not be very attractive. He does not
like to be associated with statements and images of others, so these endorsements would not
add to the value function. For Latonia, endorsements would help make a statement and would
add to the image associated with the purchase. This would increase the value of the product
and of consumption.
2. To maximize value in the shopping experience, what attributes about shopping and the
product should be emphasized if one were marketing to Latonia? What attributes about
shopping and the product should be emphasized to Jon-Michael in order to maximize value?
Answer: For Latonia, attributes would include the fun and excitement associated with
shopping, as well as the image of the brand and store names. For Jon-Michael, convenience
and timeliness should be emphasized.
3. How could researchers take a nomothethic approach to understanding the psychological

makeup of these consumers?
Answer: Researchers could take a nomothethic approach to studying these two consumers by
considering the traits that are found in their personalities. Differences in value consciousness
could be examined, for example. Learning from other study’s findings about consumers like
Jon-Michael or Latonia could help the researcher gain insight into the various traits that they
each possess.
4. How could the self-congruency theory apply to this case?
Answer: The self-congruency theory proposes that much of consumer behavior can be
explained by the connection between a consumer’s self-concept and the image of typical users
of a focal product. For Latonia, her image of herself would be reflected in the types of
products she buys and the types of stores she frequents. The same would be true for Jon-
Michael. However, Jon-Michael’s selection of store and product would be based on his fast-
paced lifestyle with little focus on image.
5. What types of shopping value apply most readily to Jon-Michael and Latonia?
Answer: Jon-Michael clearly seeks utilitarian shopping value. He shops to solve problems.
He doesn’t enjoy shopping and sounds as if he would rather avoid the activity. Latonia derives
hedonic value from shopping. She loves to shop and will find time for the activity. The
process itself gives her value, and the image that is attached to the products that she buys
makes her feel good about herself.
Coca Cola Case
1. If you are in charge of the marketing strategy for Coca-Cola BlãK in America, who should be
your target consumers? Why?
Answer: It all depends. One of the target age ranges could be 18-25. This group really enjoys
caffeinated beverages. Because Coca-Cola has such a great reputation, a low-calorie beverage
(45 calories/serving) that offers the great taste of Coca-Cola and coffee all in one (Coca-Cola
BlãK, 2007) may be appealing.
2. What kinds of advertising messages would appeal to the target consumer to cause an attitude
change toward Coca-Cola BlãK?
Answer: While acknowledging the classic aspect of Coca-Cola, it is also very important to
show that the company is being innovative. Focusing on the innovative idea of combining
coffee with the classic cola beverage will appeal to a wider range of the market, not just
Starbucks consumers. Packaging can be a means to accomplish the task of overcoming the
price justification issue. Coke bottles BlãK in glass bottles, thus giving the perception of value
a boost. The shape of the bottle is sleek, slightly shaped like the contours of a woman’s body,
thereby adding sex appeal. Also, the lettering is gold against the dark bottle color, adding to
the sophisticated look of BlãK. Promotion is another way that Coca-Cola can add to the
perceived value to overcome the issue of price justification. The advertisements for BlãK use
slow, jazzy music and dark muted colors. The imagery includes snapshots of the bottle with
“sweat” beads clinging onto its contours, again adding to its sex appeal. Also, the wording
cues use terms such as “sophisticated” to convey the mature, chic perception of BlãK. All of
these promotional elements should add to the perception of value to shift consumer attitudes
favorably toward BlãK and allow Coca-Cola access to a part of the coffee beverage market.
3. Compared to ordinary Coca-Cola, Coca-Cola BlãK is expensive ($1.99). How should Coca-
Cola BlãK be positioned?
Answer: If Coca-Cola BlãK positions itself with the other soft drinks, it will not succeed
because most soft drinks are priced at or under $1.00 for a bottle of the same size. By placing
Coca-Cola BlãK in the category with specialty coffee and energy drinks, Coca-Cola will
create the value needed to sell their product at that price. Comparing the $1.99 cost of Coca-
Cola BlãK with the $4.39 that is spent on a Starbucks beverage, consumers could get very
close to the same taste and energy for less money—a better value.
PART 2 VIDEO CASE
To view the Part 2 video case, go to the CB companion website login.cengage.com to select
this video.
Shopping for a New Apartment

Time: This video is between 5-7 minutes long.
Concepts Illustrated in the Video

 Consumer perception process
 Comprehension
 Message source
 Expectations
 Consumer motivations
 Consumer involvement
 Personality
 Self-concept
 Attitudes
Synopsis
Jim works in the finance industry and is getting ready to start school full-time. He’s working
with Linda, a real estate agent and broker to find a new apartment. He has a variety of lifestyle
needs in selecting the right apartment such as location to the library, bus line, work, and most
importantly aesthetics is a major concern. After some time, Linda and Jim struggle to agree on
what’s the right fit for Jim. Jim finally admits that he wasn’t up front about his situation and his
company is paying for his living expenses while going back to school.
Finally, Linda gets Jim to agree to view the smaller studio apartment. After some deliberation,
Jim agrees to move forward with the smaller apartment. Linda points out that her role in this
negotiation is to figure out unrealistic expectations from her clients. However, after thirty years
in the business, she always asks for the order!
Teaching Objectives for the Video Case

 Understand the concept of comprehension and the factors that influence what gets
comprehended
 Be able to apply the concept of a cognitive “schema,” including exemplars and prototypes, to
understand how consumers react to new products
 Understand consumer motivations
 Have students explore why lifestyles and psychographics are important in the field of
consumer behavior
 Understand the attitude toward object model
Critical Thinking Questions – Suggested Answers
1. What were Jim’s motivations in the video?
Answer: Jim’s motivations for a new apartment were based on his age, lifestyle, living within
his means, outward appearances, and internal motivations.
2. Define perception. What were Jim’s perceptions about the one bedroom apartment versus the
studio apartment?
Answer: Perception refers to a consumer’s awareness and interpretation of reality. In this

case, perception simply doesn’t always match reality. Jim’s perception about the one bedroom
was prestige and that he had made something out of himself through all of his hard work. The
perception of the studio apartment was he hadn’t made it yet and was settling after working for
10 years in the financial industry and possessing a good credit record while living within his
means.
3. Using the general hierarchy of motivation (Maslow’s hierarchy of needs), where would Jim’s
new apartment fall on the hierarchy? Explain.
Answer: Jim’s new apartment goes beyond physiological, the basic needs for survival
including shelter. In the video example, Jim is trying to meet his esteem needs. The esteem
needs are classified as being recognized as a person of self-worth. Jim used words such as
Hitachi flat screen TV, the leather furniture, and being able to entertain your friends in a nice
place that cued the real estate agent as to his needs.
4. Based on Jim’s personality, describe his traits. Would you consider Jim to possess value
consciousness, materialism, innovativeness, complaint proneness, and competitiveness?
Explain your answer.
Answer: Students’ answers will vary depending on how they perceive Jim. Some will see Jim
as materialistic. The textbook describes these people who are highly materialistic as
consumers who tend to be possessive, non-generous, and envious of other’s possessions.
Other students will see that Jim was actually value consciousness by the end of the video. The
textbook describes these people as consumers who can expect to pay close attention to the
resources that they devote to transactions and to the benefits that they receive.

CB5 5th Edition Babin Solutions Manual 1

Uploaded by

Document Information

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

CB5 5th Edition Babin Solutions Manual 1

Uploaded by

Copyright:

Available Formats

CB5 5th Edition Babin

Full download at:

SUGGESTED LECTURE OPENER

LECTURE OUTLINE WITH POWERPOINT® SLIDES

LO: 7-1. Define attitudes and describe attitude components.

[Instructor PPT, slides, 5-6]

Attitudes and Attitude Components

LO: 7-2. Describe the functions of attitudes.

[Instructor PPT, slides 8-10]

[Instructor PPT, slides 12-15]

A: High-involvement hierarchy examples could include the purchase of a car, the

LO: 7-4. Comprehend the major consumer attitude models.

Consumer Attitude Models

[Instructor PPT, slides 17-18]

Using the ATO Approach

[Instructor PPT, slide 19]

Implications of the ATO Approach

[Instructor PPT, slide 20]

Do Attitudes Always Predict Behavior?

[Instructor PPT, slide 21]

Behavioral Intentions Model

[Instructor PPT, slide 22]

Factors That Weaken Attitude-Behavior Relationship

[Instructor PPT, slide 23]

Alternative Approaches to Attitude

[Instructor PPT, slide 24]

Expanding the Attitude Object

[Instructor PPT, slide 25]

[Instructor PPT, slide 27]

Attitude Change Theories and Persuasion

[Instructor PPT, slide 28]

[Instructor PPT, slide 29]

Behavioral Influence Approach

A: The owner is using the behavioral influence approach. He is directly attempting to

Changing Schema-Based Affect

[Instructor PPT, slide 31]

The Elaboration Likelihood Model

The Central Route

The Peripheral Route

Low-Involvement Processing in the Consumer Environment

[Instructor PPT, slide 32]

[Instructor PPT, slide 33]

Social Judgment Theory

[Instructor PPT, slides 35-36]

Message and Source Effects and Persuasion

[Instructor PPT, slide 37]

[Instructor PPT, slide 39]

[Instructor PPT Slide 41]

Video material for this chapter is starting on page 18 of the IM

END OF CHAPTER MATERIAL

5.*What is meant by the hierarchy of effects? Differentiate between high-involvement, low-

CHAPTER VIDEO SYNOPSIS

To view the video case Southwest Airlines, go to the CB companion website

Ask your students:

SHORT VIDEO MATERIAL

3. Which kind of message appeal is portrayed through the advertisement?

PART 2 IN-TEXT CASE ANSWERS

Case 2-1 Climbing to the Top!

Case 2-3 Virtually Free!

4. Do consumer attitudes play a role in online gaming?

PART 2 ONLINE CASE ANSWERS

Are Three Wheels Better than Two?: The Can-Am Spyder

1. Develop a psychographic profile of a consumer who identifies himself/herself as a “thrill

2. Choose an extreme sports event and describe its brand personality.