Assignment 3 PDF

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Mrs. Williams MKTG332-301 24 September 2019 Assignment #3 1. Explain a person’s attitude toward visiting Disney World in terms of the tri-component attitude model. Make sure you are stating/defining each of the factors in the tricomponent attitude model. a. The Tri-Component Attitude Model consists of three factors/attitudes. These three attitudes are Cognitive, Affect, and Conative. Below will have outlines both describing the overall meaning of each attitude as well as an example that could be apparent within a person’s attitude toward visiting Disney World. i. Cognitive 1. In short the Cognitive attitude, in terms of the tri-component model, is basically the knowledge within the potential buyer. From a marketing standpoint, this means how much actual knowledge does the potential buyer have of the actual product/service within that type of market? What do they know about it that is in it for them (benefit)? 2. In terms of a person’s Cognitive attitude when possibly visiting Disney, their overall knowledge of the brand as a whole could definitely sway them into a visit. Everyone has grown up on Disney, whether they know it or not; Disney has been a titan in the entertainment business for almost 100 years. Because of this,

everyone wants to go to a family-friendly place (Disney World) to see exactly what they grew up on (Disney characters, attractions, etc.). Also, this is a great place to bring kids as since stated before, everyone grows up on/knows about Disney in some type of way. ii. Affect 1. Based off of information that can be analyzed within one’s Cognitive attitude, one can form an emotion; thus showing their Affect attitude - or the emotion that one forms based off of what is thought of in the Cognitive affect phase. These emotions could of course be negative, positive, or even neutral. From a marketing standpoint, this means “how does the consumer feel about our product/service?” or “do prior experiences or knowledge of our product/service line sway them in or away?” 2. Disney World is known to be “The Happiest Place on Earth”; even athletes had the famous claim “I’m going to Disney World!” after winning a major sporting title. These types of statements are noticed by the general public, which is great for Disney World free mass marketing because the viewings of sporting events in America are always massive. When people associate Disney with positive attributes such as happiness or family-friendly, they are more inclined to actually visit.

iii. Conative

1. Tying both the Cognitive and Affect attitudes together, one is more at state to make a decision; thus bringing on the Conative attitude phase. Since this usually involves a purchase or not, this is the only attitude that is inferred, rather than just being a feeling that could not be expressed. The Conative attitude is the behavioral phase. From a marketing standpoint, this means “will past thoughts or experiences with our product/service, or brand as a whole, make them buy in or pass?” 2. In terms of Disney World, the Conative attitude is apparent once a potential visitor is set the make the decision on visiting or not. Factors that effect this are the attitudes that are created within the Cognitive and Affect phases - these could be positive, negative, or neutral. For example, if a young child saw their favorite say “I’m going to Disney World” after winning the World Series, more often than not, they will be asking their parents if they can go too. This would be a positive scenario based off of the Conative affect for one to make the visit to Disney World because of positive thoughts/feelings about the place....