Question

Topic: Student Questions

Carl (sweetasman01) Needs Your Help!!!!

Posted by Carl Crawford on 10/31/2004 at 3:03 AM ET 2000 Points
Hi everyone, 2000 points are up for grabs.

As you might know a member of the KHE posted 5 questions the other day. His name is Angryman. He tied up at the moment and was not able to answer the questions that the experts have asked.

angryman has contacted me as a fellow Otago university student and has asked for my help in getting to grips with these questions, but the problem is that I am also having trouble with these questions.

They are past exam questions that the lecturer suggested we look at.

https://www.marketingprofs.com/ea/qst_question.asp?qstID=3675 (Fishbein and Ajzen)

Here is what I have come up with so far:
Problems associated with the fishbein and ajzen model are:

# 1. Spontaneous behaviour: People tend not to think about the products that they are buying, they might not intend to buy a chocolate bar but when they see it at the end of the counter in the super market they buy it.
# 2. Role of habits: eg people buy coke cola out of habit, they don’t buy it for the taste or if there is a special deal.
Other Factors
# 1. Time: the longer the time interval, the poorer the relationship
# 2. Self-awareness: Privately self-aware are more internally focussed; whereas, publicly self-aware tend to be more externally focused


https://www.marketingprofs.com/ea/qst_question.asp?qstID=3677 ( Homans model of exchange)

homans model of exchange is when buyers and sellers exchange resources (money ,goods, services, social status, info, etc)

They each input varying proportions to meet there needs.

It also conforms with generally understood standards of fairness and propriety.

They will have outcomes derived form the recourses and outcomes derived from the exchange act

I dont understand the next part of the question, aren’t commercial and non-commercial the same type of model?


https://www.marketingprofs.com/ea/qst_question.asp?qstID=3678 (Gift giving)

Is it things like:

I give you a gift of the chance to win an Xbox if you give me your email so I can contact you with deals on the games?

Or is it:

We give you a free sample and you will try our product, if you like then you can buy it from xyz stores?


https://www.marketingprofs.com/ea/qst_question.asp?qstID=3679 (meaning transfer model)

Do they mean endorsement by an influential person like James Bond and Olympic watches or Nike and Marion Jones?


Would an example of when meaning is not transferred be, when a celebrity endorses a product that they are perceived as not an expert in eg if Tom Hanks endorses a new type of sponge.

Any help would be greatly appreciated with Lots of examples Please!!


Thanks

Carl Crawford
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RESPONSES

  • Posted by Carl Crawford on 10/31/2004 at 7:54 PM Author
    Thanks Randal for your input. I really appreciate it. I understand the point about the people not relating to the sports star.

    About the gift giving question, would samples be considered a "GIFT"?

    Also I recently tried to buy a packet of chips from a vending machine, when i put my money in and selected the chips i wanted the wheel thing turned but the chips stayed on the shelf. Anyway i rang and complained about it and chip company sent me a gift voucher for 3 packets of chips.

    Would this be considered gift giving?

    Thanks For Your Time (especially on the weekend)

    Carl Crawford
  • Posted by bobhogg on 11/1/2004 at 10:07 AM Accepted
    Carl...

    They put you through it there at Otago, don't they?!

    Here's my take on the Fishbein & Ajzen "Model of Reasoned Action":

    Before making a purchase decision, the customer has certain purchase intentions; what the model argues is that these intentions are formulated from two sources:

    1. Attitudes
    2. Subjective Norms

    Attitudes are derived from the person's personal beliefs (which will include everything they have learnt about the product, including from advertising, etc.), whereas subjective norms are derived from outside influences, i.e. what the person believes other people will think of that purchase (friends, family, colleagues etc.)

    These two sources can, of course, conflict.

    There's a detailed explanation of the model (complete with mathematical formulae!) here:

    https://www.ciadvertising.org/studies/student/99_fall/theory/tseng/Reasoned...

    My conclusion on the model is that it may well be useful in considering purchase behaviour of "high-involvement" purchases, but that it is not very helpful in the "low-involvement" purchases - such as the chocolate bar or Coca-Cola examples you quote.

    For these low-involvement purchases, try using a model like the "Ehrenberg & Goodhart Repeat Purchase Model" which proposes that such purchases involve habitual behaviour, and only involve three steps, viz.:

    Awareness ---> Trial ---> Repeat purchase

    Now that's the sort of simple model I like!! (By the way, Ehrenberg & Goodhart published their model in 1980 in "How Advertising Works" - a publication from J Walter Thompson, the advertising agency)

    Hope this helps - come back and comment if it doesn't!

    Good luck,
    Bob
  • Posted by Carl Crawford on 11/2/2004 at 3:46 AM Author
    well i had my exam today and wouldent you know it, two of the questions i asked here were in the exam!!!!!!!!!!!

    and to top it off, they were the ones i didnt get answers to!!!!!!

    thanks for your help randell and bob,

    have a nice day

    Carl Crawford
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