CP 9 Chapter 6(2)

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Feb 20, 2024

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MKTG 3850:001: Buyer Behavior Chapter Prep Sheet 9 (Chapter 6: Consumer Attitudes) Deadline: 3/14/2023 @ 2:30 p.m. The assignment consists of two parts: a section with a matching exercise and a multiple-choice section. Respond to ALL the questions in both sections. The assignment is worth 20 points. Part A. Match the letter of the definition/statement in Column 1 to the term in Column 2 to which the definition corresponds/that completes the statement. There are 15 pairings. (15 points) Definitions/Statements Corresponding Term A. These are consumers’ learned predispositions to behave in a consistently favorable or unfavorable manner with respect to a given object. 1. Situational _____ B. Attitudes cause us to behave in certain ways as consumers. This means that attitudes have a ____. 2. Comparative advertising _____ C. The circumstances in which we find ourselves as consumers could influence our attitudes towards a brand, a marketer, or a retailer. This means that attitudes are ____. 3. Ego-defensive _____ D. According to the tri-component model of attitude, attitudes are made of three components: affective, behavioral (conative), and ___ components. 4. Fishbein’s model _____ E. This attitude model argues that consumers’ attitudes towards a brand derive from their beliefs about the attributes of the brand and their evaluations of those attributes. 5. Value-expressive _____ F. This attitude model refers to factors such as subjective norm, attitude toward the behavior, and intention. 6. Cognitive _____ G. This attitude model proposes that a consumer forms various feelings (affects) and judgments (cognitions) as the result of exposure to an advertisement. 7. Attribution theory _____ H. Changing attitudes by this functional method means using ads for the brand that acknowledge consumers’ needs for self-esteem, self- image protection, and so on. 8. Attitude-toward-the-ad _____ I. Changing attitudes by this functional method means using ads that highlight how the purchase of the brand helps consumers to display things such as support for the environment or support for a cause. 9. Cognitive dissonance _____ J. If consumers have attitudes such as “The product is effective (positive attitude) but may harm environment (negative attitude),” marketers can change attitudes this way. 10. Consumer attitudes_____ K. One of the ways to change attitude is to try to change consumers’ beliefs about competing brands. This is usually done through ___. 11. Resolve two conflicting attitudes _____ L. According to ____, people like to find explanations for events or behaviors; and they like to assign causality or blame. 12. Reassurance _____ 1 | P a g e

M. This occurs when we have conflicting attitudes toward an attitude object. 13. Theory of reasoned action _____ N. One way that consumers deal with cognitive dissonance is to seek this from satisfied consumers who also purchased the product. 14. Consistent performance _____ O. Among the factors consumers use to judge company trustworthiness are delivers on promises; pricing transparency; employee treatment transparency, and ____. 15. Motivational quality _____ Part B. Attached to this assignment is an article entitled Luxury Designer Valentino Goes Fur-Free . Read the article, and then answer the following questions. (5 points) B1. Based on information contained in the article Luxury Designer Valentino Goes Fur-Free , which of the following is NOT TRUE? a. Italian luxury fashion brand Valentino will become a fur-free brand by 2022. b. One reason for Valentino’s decision is that “consumer attitudes toward exploiting animals for fashion continue to change.” c. Among the luxury designers that have removed fur from future collections are Balenciaga, Prada, Alexander McQueen, and Gucci. d. Retail stores such as Macy’s and Nordstrom will continue to carry fur products beyond 2022. B2. Which of the following are not among the ways in which consumers could have formed attitudes toward Valentino prior to this announcement from Valentino? a. Consumers had direct experience with Valentino by being customers of the brand. b. Consumers were exposed to the brand through fashion shows and ads in glossy magazines. c. Consumers read stories in business magazines and newspapers about the brand. d. Consumers formed impressions from following social media influencers and bloggers who posted and blogged about Valentino. e. All of the above are among the ways in which consumers could have formed attitudes toward Valentino prior to this announcement. B3. The article indicates that Valentino has worked with Humane Society of the United States (HSUS) and Humane Society International (HSI) in coming up with its fur-free policy, which received support from HSI. Based on the attitude change strategies discussed in the chapter, which change strategy would Valentino be using if it highlighted this support from HSI in its marketing communications? a. Using celebrity endorsements b. Associating the product with an admired group or event c. Using the cognitive route to persuasion d. Changing its product 2 | P a g e

B4. One way for brands to change consumers’ attitudes is to change the basic motivational function of attitudes. If Valentino tells consumers, through its marketing communications, that consumers can show that they care for animals by supporting the brand’s decision to go fur- free, Valentino is seeking to change attitudes through changing this basic motivational function. a. Value-expressive b. Utilitarian c. Peripheral d. Ego-offensive B5. Based on attribution theory, consumers make attributions about companies’ actions. If consumers argue that Valentino is deciding to go fur-free because it is a company that is concerned about what consumers think about its business practices, consumers would be making this kind of attribution to explain the company’s actions. a. Internal attribution b. External attribution c. General attribution d. Non-skeptical attribution ----- Luxury Designer Valentino Goes Fur-Free Italian fashion brand Valentino is ditching fur by the end of the year and closing down Valentino Polar, its fur subsidiary. by Anna Starostinetskaya May 19, 2021 Italian luxury fashion brand Valentino will become a fur-free brand by 2022 and will close Valentino Polar, its fur subsidiary, in an effort to bring its collections into the modern era. “Maison de Couture for us means creativity, uniqueness, intimacy, and an inclusive mind-set,” Valentino CEO Jacopo Venturini said. “The fur-free stance is perfectly in-line with the values of 3 | P a g e

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our company. We are moving full-steam ahead in the research for alternative materials in view of a greater attention to the environment for the upcoming collections.” In 2019, animal-rights groups Humane Society of the United States (HSUS) and Humane Society International (HSI) met with Valentino to discuss its fur policy and welcomed the brand’s commitment to no longer use the cruelly-begotten animal material in its collections. “Valentino dropping fur is a major nail in the coffin for the cruel fur trade,” HSI Italy Director Martina Pluda said. “Like so many other designers, Valentino knows that using fur makes brands look outdated and out of touch, and fur industry certification schemes are little more than the hollow PR spin of an industry that kills 100 million animals for fur a year.” Valentino joins a growing number of luxury designers—including Balenciaga, Prada, Alexander McQueen, Gucci, and many more—in removing fur from future collections as consumer attitudes toward exploiting animals for fashion continue to change. “Valentino understands that consumers want nothing to do with fur and are rewarding companies that take a stand against animal cruelty,” PJ Smith, Director of Fashion Policy at HSUS, said. “Brands and retailers should rightfully align their policy with consumers’ values if they want to remain successful in a world that cares about animals and their welfare.” 4 | P a g e

Fur is dead In addition to luxury designers denouncing fur, major retailers have elected to remove it from their racks in recent years. In 2019, Macy’s committed to no longer sell fur at all of its approximately 680 retail outlets—including all Macy’s and Bloomingdale’s private brands (as well as items sold from brand partners), along with Macy’s, Inc. discount stores, including Macy’s Backstage and Bloomingdale’s The Outlet—by the end of the 2020 fiscal year. Similarly, Nordstrom announced last year that it will end the sale of fur and other exotic animal skins by the end of 2021 at all of its properties, including Nordstrom Rack, Last Chance stores, as well as Nordstrom’s e-commerce sites. In February, Saks Fifth Avenue —which has been in operation since 1867—committed to stop selling fur across its properties by the end of the 2022 fiscal year (January 28, 2023). Legislation to ban the manufacture and sale of fur is also starting to make its way through governmental bodies. In 2019, California became the first state to prohibit the sale and manufacture of new fur statewide with the passage of AB 44–legislation that will take effect in January 2023. Currently, both New York and Oregon are also considering statewide fur bans. In the United Kingdom, while fur farming has been banned since 2003, the government is still allowing fur sales—a fact that HSI has been fighting to change with its Fur Free Britain campaign. Last month, the campaign garnered support from 50 British celebrities, including Queen guitarist Brian May, comedian Ricky Gervais, and legendary actress Dame Judi Dench, who sent a letter to Prime Minister Boris Johnson to urge him to implement a ban on fur sales. While the legislation is pending, influential design houses such as Valentino ditching fur sets a precedent for what fashion will look like in the future. “Compassion and sustainability are the 5 | P a g e

new luxury in a world where dressing in the fur of factory farmed foxes or gassed mink is tasteless and cruel,” Pluda said. “As the UK government considers a ban on fur imports and sales, and countries such as Italy are urged to ban fur farming, the world’s top designers are leading the charge with fur-free fashion.” Source: Luxury Designer Valentino Goes Fur-Free 6 | P a g e

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CP 9 Chapter 6(2)

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