The second part of the trip-component attitude model affective component consists of a persons emotion or feelings about a particular product or a brand. These emotion and feelings are frequently treated by consumer researchers as primarily evaluative in nature, I. E. They can be rated with degrees of an attribute - good/bad, favorable / unfavorable. Additionally the state of mind (emotionally charged states like happiness, sadness, anger, disgust, distress, shame, guilt, surprise etc.
) also affects the attitudes by enhancing positive or negative emotions or feelings. This relates to consumer's overall evaluation of the attitude object.Consumer beliefs about a brand's attributes are multidimensional, but the feeling component is only one- dimensional. Research indicates that such emotional states may enhance or amplify positive or negative experiences and that later recollections of such experiences may impact what comes to mind and how the individual acts.
Lit addition to using direct or global evaluative measures of an attitude object, consumer researchers can also use a battery of affective response scales (e. G. That measure feelings and emotions) to construct a picture of consumers' overall feelings about a product, service, or ad.Conceive component : - The third part of the trip-component attitude model conceive component consists of a persons likelihood or tendency to undertake a specific action or behavior itself, or the intention to buy a particular product. In marketing and consumer research, the conceive component is frequently treated as an expression of the consumer's intention to buy.
Buyer intention scales like - "How likely one is to buy' or "The hence that one will buy' are used to assess the likelihood / chances that a person buying a product.For example, a series of decisions to purchase a canon inkiest printer or recommend it to friends, would reflect the behavioral component of an attitude SQ. Briefly discuss the consumer Research process. Consumer research has emerged as an extension and an integral part marketing research. It is the set of methods used to identify the needs and then develop products and services to satisfy those needs. The focus of consumer research is exclusively on exploring consumer behavior.
Consumer research process involves six major steps: a.Defining research objectives:- At the outlet, it is important tactilely define the purpose and objective of research study on which SQ. Explain the VAL'S(Value and Lifestyle) framework. Answer : VAL'S ("Values, Attitudes and Lifestyles") is a proprietary research methodology used for cryptographic market segmentation. Market segmentation is designed to guide companies in tailoring their products and services to appeal to the people most likely to purchase them.
VAL'S was developed in 1978 by social scientist and consumer futurist Arnold Mitchell and his colleagues at SIR International.It SQ. Discuss Pavlov's Classical conditioning theory Answer : Classical conditioning (also Pavlov an conditioning or respondent conditioning) is a form of learning in which the conditioned stimulus or CSS, comes to signal the occurrence of a second stimulus, the unconditioned stimulus or US SQ. Describe three types of motivational conflict. Answer : Motivation in the workplace looks at "why.
" Why does one employee thrive n a particular task while another stumbles? Why does Candidate A go all out to earn a position while Candidate B shows no interest?The employee's motivation guides his decisions and actions. The employee suffers from motivational conflict when the desire to act conflicts with some other emotion or motivation. SQ. A. What are needs? What are the various types of needs? Discuss their features.
Answer : Psychologist Abraham Moscow first introduced his concept of a hierarchy of needs in his 1943 paper "A Theory of Human Motivation" and his subsequent book Motivation and Personality. This hierarchy suggests that people are motivated to fulfill basic needs before moving on to other, more advanced needs.This hierarchy is most often displayed as a pyramid. The lowest levels of the pyramid are made up of the most basic needs, while the B. What are different consumer needs, as described by Moscow? Give proper examples to explain each of them.
Answer : Mascots Hierarchy of Needs Mason's Hierarchy of Needs is a popular way of thinking about people's needs. Developed by psychologist Abraham Moscow as early as 1943, this theory contends hat as humans strive to meet our most basic needs, we also seek MUKLUK -Marketing Research IQ.
