1.

Explain a person’s attitude toward visiting Disney World in terms of the tri-
component attitude model.

The first component of the tri-component attitude model consists of a person’s cognitions;
that is, the knowledge and perceptions that are acquired by a combination of direct 4
experience with the attitude-object and related information. In the case of Disney World, this
component reflects the person’s knowledge of the various theme parks, hotels, prices, and
activities, as well as his or her beliefs about Disney. A consumer’s emotions or feelings about
a particular product or brand constitute the affective component of an attitude. A person’s
positive feelings about Disney ads might lead him/her to conclude that visiting Disney World
will be a positive, pleasant, and good experience. Conation, the final component of the tri-
component attitude model, is concerned with the likelihood or tendency that an individual
will undertake a specific action or behave in a particular way with regard to the attitude-
object. In the context of visiting Disney World, this component reflects a person’s intention to
visit the resort in the foreseeable future

2. Explain how the product manager of a breakfast cereal might change consumer
attitudes toward the company’s brand by: (a) changing beliefs about the brand; (b)
changing beliefs about competing brands; (c) changing the relative evaluation of
attributes; and (d) adding an attribute

The product manager might change consumer attitudes towards the company’s brand by
different ways. It could be done by emphasizing the attributes the brand.

a) Product manager might change consumer attitude toward the brand by changing beliefs
about the brand. It mostly appeals from advertisement, so production manager should try to
make customers willing to buy this product by successful ad with a ‘catchy’ affect, having a
bit of fear and humor could be helpful. The way in which company can change beliefs about
brand is putting less emphasis on product strength in its advertising and more emphasis on
others value which cereal has.

b) Product manager can change consumer attitude toward the brand by using a broad
statement (for example that only cereals with vitamins and dried fruit or corn are helpful) and
or claim. It will allow to set the brand higher than competitors.

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 c) People change their attitudes, so companies should be aware of it. They should go forward
with changing environmental. As the current life style attempts to look for healthy food, it
could be good crossing over from the existing to the new ones with dried fruit and some
corns.

d) As a production manager I will add such attributes as vitamins to breakfast cereal, making
the product healthier. By adding this new formula, it will put the brand higher than the others
5 as the tendency is to buy healthy products and will change the customers’ attitude toward
the brand

A college student has just purchased a new Apple iPhone XS Max. a) What factors
might cause the student to experience post-purchase dissonance? b) How might the
student try to overcome it? c) How can the retailer who sold the iPhone XS Max help
reduce the student’s dissonance? d) How can the maker, Apple, help?

In my opinion, the dissonance post purchase might be economic (having spent too much
money) or the belief that the new iPad will be more functional, and given advances in
technology. Yet, there are many ways to overcome this post-purchase dissonance. The iPad
manufacturer can play a large role in this with offers of discounts on upcoming upgrades, or
involvement in some type of online market. 6 The retailer might follow the same course of
action. Offering weekly tutorials regarding the iPad (in person at the store or via webcast)
might be one way to emphasize the idea that the product has more elements that can be
revealed on further reflection. Additionally, offering discounts on hardware, and accessories
that are needed could help offset dissonance. For example, the store could offer free cases for
the iPad as protective covers. The student might have the toughest task to overcome it
because of the rationalization that has to be endured. They will rationalize it as initial buyer's
remorse. Given the product being essential to student life, this might be alleviated with
consistent use. If the iPad has an active and strong internet connection, the student will be
able to offset this static condition with the dynamic and fluid nature of the web. Additionally,
the student might use the iPad for multiple functions: Work related items, entertainment, or
gaming alternatives, to name a few. Interacting with the product on these different and
divergent levels might allow the dissonance to subside a bit. Finally, purchasing upgrades and
proper maintenance of the product will increase the capability and capacity, offsetting
dissonance to a certain extent.

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