Study Guide 3: Final Exam

I. Attitudes

  1. What is an attitude? How are attitudes used in the study of consumer behavior?
  2. What are the components of the structural attitude models? What do the components mean?
  3. Describe the theory of reasoned action and how it "works."
  4. How are attitudes formed?
  5. How might attitudes be changed?
  6. Why might salient attributes be easier to change than evaluative aspects of attitude?
  7. Why do attitudes sometimes appear to be inconsistent?
  8. What types of research methodologies might be helpful in examining how consumer attitudes affect behavior?
  9. What is a subjective norm?
  10. Explain the relationship between salient beliefs and attitudes.

II. Involvement

  1. Review low versus high involvement decision making.
  2. What factors influence involvement in a decision?
  3. What differences in search take place for high versus low involvement decisions?

III. Purchase and Use Behavior

  1. What are the influences on purchase and use behavior?
  2. What does consumer mood have to do with purchase and use behavior?
  3. Be prepared to discuss consumer satisfaction, dissatisfaction and complaining behavior in a systematic manner.

IV. Communication

  1. What is the most important form of communication for marketers and why?
  2. Why did we use a different communication model than the one in the text?
  3. Explain the components of the model we used.
  4. Identify audiences & message senders other than consumers and manufacturers.
  5. What are factors that affect source credibility?
  6. How does the medium used affect communication?
  7. When might one sided messages be better than two sided messages? Vice versa?

V. Personal Influence

  1. What is opinion leadership?
  2. Relate the multi-step opinion leadership model to the 4-way categorization of interpersonal communication. Be sure you understand the components!
  3. What are the methods used to measure social class? Why are some better than others?
  4. How can we use opinion leadership in the field of consumer behavior?

VI. Diffusion of Innovations

  1. Product and Service development can be defined 4 different ways. What are they? Give examples.
  2. How do the adoption process and the product lifecycle relate to each other?
  3. Describe early adoptees.
  4. What influences diffusion?


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