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Consumer Behavior Exam

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8 views4 pages

Consumer Behavior Exam

Uploaded by

nishu797918
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as DOCX, PDF, TXT or read online on Scribd
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Name: Nizamul Hossain Nishat

ID: 2016210000124

Batch: 44

Ans to the question no. 1

The ad for the utilitarian function should stress the product’s usage-related benefits .The ego
defensive function should reinforce the consumer’s self-concept and protect it from feelings of
doubt. The value-expression function show the product is consistent with the person’s values and
lifestyles. An ad using the knowledge function should indicate the brand’s advantages over
competitive brands. The most important function of an attitude can only be ascertained by
considering it about the person who holds it and the environment in which they operate
Consequently, what is the same attitude may serve rather different purposes depending on who
holds it and where/when it becomes salient to them. Attitudes differ in strength. Strong, central
attitudes refer to important attitude objects that are strongly related to the self.

These attitudes are often related to important values.

1. Adjustment Function.

2. Ego-Defensive Function.

3. Value-Expressive Function.

1.

Firstly I choose the advertisement of Hamza Ali Abbasi and Sanam Saeed in Pepsi Lighting Up
Lives Ramadan TVC - Ramzan ul Mubarak AD 2015. This Advertise is relates the Adjustment
function of motivational attitudes. Attitudes often help people to adjust to their work
environment. When people are well concerned about society, they are likely to develop a positive
attitude toward society and its responsibility. These attitudes help people adjust to their
environment and are a basis for future behavior. In this advertisement focus the adjustment
function directs people toward pleasurable or rewarding objects and away from unpleasant,
undesirable ones. It serves the utilitarian concept of maximizing reward and minimizing
irresponsibility of society. This TVC are motivated people to influence social responsibility and
it change consumer repaid behavior to other forms.

2.

Secondly I choose the advertisement of Lamborghini Aventador Dare your EGO Commercial
Advertisement TVC. This Advertise is relates the Ego defensive function of motivational
attitudes. The ego-defensive function refers to holding attitudes that protect our self-esteem or
that justify actions that make us feel guilty. This function involves psychoanalytic principles
where people use defense mechanisms to protect themselves from psychological harm.
Mechanisms include denial, repression, projection, rationalization, etc. In this advertisement
focus the Ego defensive function, that directs people toward make decision for self esteem and
justify action that make defensive attitudes. This TVC are reinforcing people to change their
rapid mind and behavior to self-defensive.

3.

Thirdly I choose the Advertisement of BMW M Town. Where Too Much is Just Right This
Advertise is relates the Value expressive function of motivational attitudes. Whereas ego
defensive attitudes are formed to protect a person’s self-image, value-expressive attitudes enable
the expression of the person’s centrally held values. Central values tend to establish our identity
and gain us social approval thereby showing us who we are, and what we stand for. Some
attitudes are important to a person because they express values that are integral to that person’s
self-concept. Therefore consumers adopt certain attitudes to translate their values into something
more tangible and easily expressed. value-expressive attitudes are closely related to our self-
concept. This TVC are motivated people to influence value-expressive attitudes of the centrally
held values.

Ans to the question no. 2

1. Cognitive learning
I think Pepsi use Cognitive learning. We know, Cognitive learning is a style of learning that
focuses on more effective use of the brain. To understand the process of cognitive learning, it’s
important to know the meaning of cognition. Cognition is the mental process of gaining
knowledge and understanding through the senses, experience and thought. Cognitive learning
theory merges cognition and learning to explain the different processes involved in learning
effectively. So before advertising Pepsi have to calculate how consumer think about their
product.

2. Generalization learning:

Generalization is the concept that humans and other animals use past learning in present
situations of learning if the conditions in the situations are regarded as similar. The learner uses
generalized patterns, principles, and other similarities between past experiences and novel
Generalization is understood to be directly tied to the transfer of knowledge across multiple
situations. The knowledge to be transferred is often referred to as abstractions, because the
learner abstracts a rule or pattern of characteristics from previous experiences with similar
stimuli experiences to more efficiently navigate the world. As an example we can say that You
are thinking to switch your shampoo to another because of the dissatisfying service.

3. Learning Discrimination

I think point 3 is the best example of learning discrimination. Discrimination learning is defined
in psychology as the ability to respond differently to different stimuli. This type of learning is
used in studies regarding operant and classical conditioning. Operant conditioning involves the
modification of a behavior by means of reinforcement or punishment. Behavior also be learned
through observation. As we have in question.

4. Behavioral learning:

I think Mercedes use Behavioral learning. We know, Behavioral learning is the process of
acquiring new understanding, knowledge, behaviors, skills, values, attitudes,
and preferences. The ability to learn is possessed by humans, animals, and some machines. As
we can see, Mercedes introduce a new learning which has new knowledge, behaviors, skills,
value etc. And this Pre safe System make consumer feel the uniqueness of the brand and to
differentiate it from others.

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