1. Retail stores put a number of items in the aisles leading to the checkout sta

Question

1.   Retail stores put a number of items in the aisles leading to the checkout station. These are placed there to remind customers of things they may have overlooked, or to show products that customers may not have thought of buying until they are seen. Retailers know that some items are purchased on impulse. In other words, the customer simply sees a product and purchases it. Create a fourth hierarchy of effects that would combine the three components of the ABC model when a product is selected on impulse

Explanation / Answer

Attitudes are important because they reflect what consumers think and feel. They also can be used to explain what consumers intend to do. That is, attitude models help to describe how consumers make choices. The thinking portion of an attitude is called cognition. The feeling or hedonic portion relates to emotion. The term attitude is widely used in common speech (see Consumer Chronicles 13.2). Here, we limit the definition of attitude to a consumer's overall, enduring evaluation of a concept or object, such as a person, a brand, a service. An attitude is not fleeing; it is an orientation that lasts over time. An attitude is general in that it summarizes consumers' evaluations over a wide range of situations. Anything toward which one has an attitude is called an attitude object (Ao). Attitudes are a product of information acquisition. That is, attitudes are learned beliefs, feelings, and reaction tendencies. Beliefs are thoughts linking an object to some feature or characteristic. Feelings refer to the emotional reaction associated with using some object. Reaction tendencies are a disposition towards action. A reaction tendency is equivalent to a behavioral intention. Attitudes help consumers make many kinds of choices. Some of these choices are relatively minor (e.g., what to have for lunch), while others are quite important (e.g., what college to attend).

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