Question

Habitual decision makingAccording to Daniel Katz, attitudes exist because they serve some functions, and marketers emphasize the benefits a product serves for consumers. In this definition, how do you think the marketers apply this concept when they advertise their products (Engine Oil) by using experts' testimonials and scientific facts which highlight the superiority of their products compared to competitors? What attitude function are the marketers trying to leverage on?

A. Utilitarian function
B. Value-expressive function
C.Ego-defensive function
D. Ego-defensive function

Lucas has decided recently to switch to vegan diet and stop completely the consumption of non vegan food including meats, eggs, dairy and butter. When shopping for food, Lucas decided to purchase vegan butter, also known as margarine. When arriving at the butter section, Lucas noticed some brands of butter like Lurpark. Which of the below sets describes the new categorization of the brand Lurpark in Lucas' mind?
A. Consideration set
B. Inert set
C. Inept set
D. Evoked set


Which of the below types of Consumer Decisions requires the least amount of information search?
A. Habitual decision making
B. Limited problem solving
C. extended problem solving
D. automatic problem solving

Which theory of the study of consumers attitude explains and builds on how celebrity endorsement affects consumers' attitudes toward products.
A. The Fishbein model
B. The Balance theory
C. The Cognitive Dissonance theory
D. The Self-perception theory

The marketing manager of a coffee shop decided to promote the Italian coffee which they just launched by offering a 20% discount on the coffee for a week. To which dimension (component) of the customers' attitude is the marketing manager of the coffee shop trying to appeal?
A. Affective
B. Behavioural
C. Cognitive
D. Loyalty

Answer 1

Marketers use expert testimonials and scientific facts to leverage the utilitarian function of attitudes, aiming to show their product's benefits. Lucas categorizes Lurpak as part of his inept set due to his vegan diet. The Balance theory explains the impact of celebrity endorsements on consumer attitudes, whereas a discount on coffee targets the behavioral component of attitudes.

Step-by-step explanation:

When marketers use experts' testimonials and scientific facts to advertise products like engine oil, they are leveraging the utilitarian function of attitudes. This function is related to the basic principles of utility; customers are driven by the usefulness and benefits that a product provides. By highlighting the superiority of their product, marketers aim to convince consumers that their choice will lead to the best functional outcomes.

For Lucas, who has switched to a vegan diet, the brand Lurpak has now become part of his inept set, which refers to options that are considered unacceptable for purchase given his new dietary preferences. Lurpak, being a dairy-based butter, no longer aligns with his vegan values and thus is not considered when making purchasing decisions.

The type of consumer decision that requires the least amount of information search is habitual decision making. This is because habitual decisions are routine choices that typically occur without much deliberation or research.

When considering how celebrity endorsement affects consumers' attitudes toward products, the Balance theory is relevant. This theory explains the balance created or pursued in the relationships among an observer, another person, and an object (e.g., a product), and how endorsements by celebrities can create positive associations with the product.

The marketing manager of a coffee shop offering a discount to promote Italian coffee is appealing to the behavioural component of customers' attitudes. This component relates to the ways in which a person's attitude influences their behavior, with the discount aiming to encourage trial and purchase.