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Solomon et al (2013) define an attitude as
Tutorial 3
Preparation Task
Building and Changing Attitudes
Your Name : Matriculation Number : Date Submitted : Your Tutor’s Name :
Solomon et al (2013) define an attitude as…?
Solomon et al (2013) define attitude as a long-term and overall evaluation of individuals, issues or objects. There exists a strong relation between attitude and culture as Solomon et al (2013) emphasize that, choices in relation to product consumption cannot be comprehended without taking into account the cultural context in which they are made. Solomon et al (2013) furthers this point by saying that culture is a prism whereby individuals view products and attempt to create a sense of their behaviour towards that product or service and this also influences other consumers. The argument place culture as customs, ideas and social behaviour of a given group of people or community.
What are the 3 components of the ABC model of attitudes?
Affect
Behavioural Intentions
Cognition
Name 4 functions of attitudes and give an example for each one:
Adjustment function- for example consumers’ attitudes help them reach a given objective
Ego Defensive function- this is where consumer’s attitudes are employed in protecting centrality or self-image.
Value expressive- this is where attitude helps the consumer in making firm actions about given values
Knowledge function- this provides a reference frame for comprehending and adapting to the world.
Name 2 other perspectives on communication than the traditional communications model:
Derivative communication model
Shannon’s communication model
Give 2 examples where credibility has been built into the source of a marketing message:
A good example has been seen with social media where users have referred others
Friend referral in which an individual refers others when satisfied with a product or service
Name 3 types of ‘appeal’ used by marketers (from both emotional and rational perspectives) and give at least one marketing example where we may see this:
Logical appeals. This is used to change consumer’s attitude
Emotional appeals. Changing one’s emotions.
Ethical appeals. Building trust about a given product and making consumers believe that the product is worth.
What do you feel are the main barriers to the success of current anti-drink driving ads?
The main barriers are;
1. Target people not reached. Most drivers who drink and drive do so and have no or little access to the TVs
2. Lack of public awareness on the effects of drinking and driving.
Explore the value/usefulness of using attitudinal theories and models to explain consumer behaviour:
Determining or influencing a consumer’s attitude is essential in driving sales. An attitude is a powerful tool in determining what and why a consumer chooses a product or service over the other. Attitude further brings a perception that one product is better compared to other and this can be rarely changed from the consumer. The attitudinal theories are therefore essential in determining what experience consumer had had with other products or how other opinions affected their perceptions on a given product.
Turtles all the way down
Turtles all the way down
In the book, a brief history of time by Stephen W. Hawking, the writer makes use of pictures showing turtles standing on the back of each other, though in a witty way the writer tries to prove a point that in one way or the other, one living or none living thing needs the other to survive. In the whole first chapter of the book, the writer the writer brings out various ideas from different people of what each and every thinks about the millennia.
The changes that have taken place, and the various ideas can be seen right from the start of the book when an elderly lady attending a lecture is not satisfied with the explanation given explaining that the earth indeed do go round the sun (Shortland, 291). In the third chapter some scientific discoveries are discussed, with the greatest of all being that all the living matter are made up of tiny constituents. There are also four main forces that controls the universe which are gravity, electromagnetic force and sub nuclear integration. (Shortland, 117).
In the last half of the book the writer talks of the research taking place, the outcome of the research, it also shows the relationship between science, and the effect it has on the day-to-day life. The major one being the explanation indicating that nothing on earth can escape the dominant power of gravity
The last section of the book brings together the four major forces to become one , the book makes all the readers even with no scientific background to understand the relationship between science and the day to day life with ease. Work Cited
Shortland, G. (1997). Turtles all the way down. Dublin: Poolbeg.
Turkey Hill Advertisement
Turkey Hill Advertisement
I chose the advertisement from the coupons section of the Boston Globe where it had been featured on July 29 2012`s issue. The advertisement is appealing to parents who have children because of the two young children who are holding ice cones and laughing as they eat. Mothers who look at the coupon section and see such an image of happy children who are eating ice-cream will be motivated to buy this product. The use of real people as opposed to using models in the advertisement relates well to the audience and creates a rapport.
The use of simple language in the advertisement is also appealing to the readers as they do not have a hard time understanding its content. Buyers will tend to buy a brand that the understand better thus the use of simple language makes the readers understand the product and are more likely to go for it.
On the advertisement it shows that the company does not have only one product, this indicates that the company has a range of products which can suite the varying customer’s tastes and preferences. The products have been packaged in different colors; this will enable a customer to easily identify the brand that they prefer.
The ad also indicates a discount from buying any two products. This will attract readers who want to enjoy good products and at the same time save a dollar. This will work for the company as they will be able to make more sales and the advert won’t be in vain.