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BUS299 FinalExamAnswer

Attribution theory describes how humans explain events based on their own or others' behaviors. For example, blaming or praising someone for an outcome. A car dealer may use good marketing skills to convince a customer to buy a product they know little about, allowing the dealer to earn a commission. Consumers use three strategies to reduce perceived risk when making purchases. They seek information from others or online, consider options carefully to avoid bad outcomes, and rely on reputable brands they believe will be reliable. For expensive purchases, consumers assume higher quality is reflected in higher price. Cognitive dissonance occurs when a consumer's beliefs conflict, like having second thoughts after a large commitment. They may then notice alternatives

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71 views2 pages

BUS299 FinalExamAnswer

Attribution theory describes how humans explain events based on their own or others' behaviors. For example, blaming or praising someone for an outcome. A car dealer may use good marketing skills to convince a customer to buy a product they know little about, allowing the dealer to earn a commission. Consumers use three strategies to reduce perceived risk when making purchases. They seek information from others or online, consider options carefully to avoid bad outcomes, and rely on reputable brands they believe will be reliable. For expensive purchases, consumers assume higher quality is reflected in higher price. Cognitive dissonance occurs when a consumer's beliefs conflict, like having second thoughts after a large commitment. They may then notice alternatives

Uploaded by

Rynaldi
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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Question 1

Attribution theory is a group of interrelated social psychological principles. It describes how


humans implies its casualties when facing a situation, for example, blaming or praising, to
any events base on their own behaviour or other individual’s behaviour.

The following examples explain what attribution theory is, a car dealer would convince a
customer with good marketing skills and excellent persuasion to buy a product that he or she
has no knowledge of, in order for the car dealer to earn an attractive commission for every
sale it makes.

Question 2

The three strategies that consumer use to reduce perceived risk are in the following. Firstly,
consumer seeks for information about a particular product and product category of their
interest like, through word-of-mouth where people gives their valid opinion to others, or from
salesperson or searching through internet for further information. Moreover, consumer would
spend more time in consideration of making choices and search for additional information
about product alternatives to reduce any consequences or bad results, and so to lower any
predicted or perceived risks. Secondly selection of brand image happens when consumer
have no knowledge or experience of a product. Thus, they would rely on the well reputation
of a well-recognised brand. Consumer also thinks that good reputation brands minimize any
risk and gives worthy of making purchases as it assures them of good quality, dependability,
reliable performance and excellent service. Lastly, purchase of most expensive model occurs
when there is any second-thoughts or doubts. Most expensive models implies that their
product are made of best quality and their pricing are equivalent with the product quality.
Question 3

Cognitive dissonance occurs when a consumer is having a conflicting thoughts about a belief
or attitude to an object that gives them discomfort or dissonance. Such situation happens
when, consumer have made a strong commitment like placing an expensive order like car or a
property. Then, consumer would begin feeling cognitive dissonance when they think of other
product that provides a unique or better qualities that they failed to consider or purchasing it.
Moreover, consumer may experience a post-purchase dissonance when cognitive dissonance
happens after a product being bought, and cause them to feel uneasy or unsatisfied about their
prior decision, such feelings would let consumer seeks to resolve by changing their attitudes
to conform or yield their behaviour. Therefore, when post-purchase dissonance occurs,
consumer attitudes would change often as an outcome of their own action or behaviour.

Question 5

The following will explains the difference between selective attention and perceptual defence
in respective. Selective attention occurs when consumer heightened its awareness of stimuli
that meet their needs or interests and a relating minimal awareness for stimuli irrelevant to
their necessities. Whereas perceptual defence occurs when consumer subconsciously screen
out stimuli that are vital for them to ignore or not to see despite being exposed.

Selective attention consumers are will remember ads regarding a product that meet their
needs. However, it all comes down to their own terms as different people have their own
preference and type of medium they prefer, some are price sensitive some are not, some are
into appearance and some are in social acceptance, some are sophisticated and some prefers
graphics. Whereas, perceptual defence consumers would unconsciously distort information
that do not meet their needs, beliefs and values. For example, smokers would disregard the
written warning on cigarette packs. Thus, to counterattack such perpetual defence consumer,
cigarette companies have produce and are still implying strategies like printing ill image,
such as damages lungs as to warn smokers the cause of smoking.

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