Attitude

1. What are different functions of attitudes (utilitarian,knowledge etc.)? How should advertisers design ads based onknowledge of attitudinal functions?

2. What is the principle of cognitive consistency? How doconsumers reduce dissonance?

3. What is the balance theory? What is a balanced/imbalancedtriad?   

4. What is the Finshbein’s model? What are the marketingimplications of the Fishbein’s model?

5. What is the theory of reasoned action? How to calculatebehavior intentions?

6. What is the social judgment theory? What are assimilation andcontrast effects? When is attitude change most likely according tothe social judgment theory?

7. What is Elaboration Likelihood Model? What are the centralroute and peripheral route of persuasion?

8.What is product placement? What are the advantages andproblems of using product placement?

Memory and Retrieval

9. What is the organization of LTM? What is trace strength? Whatis spreading of activation? What is priming?

10. What are the two types of retrieval mistakes? What causesretrieval failure?

11. What is recognition, what is recall? What are thedifferences between them?

12. What determines retrieval? How retrieval can beenhanced?

Problem Recognition and Information Search

13. What is consumer decision making? What are the stepsinvolved?

14. What is problem recognition? What is the ideal state? Whatis the actual state? What are the possible sources of idealstate?

15. What is internal information search? What kind ofinformation is retrieved from internal search?

16. What are some factors increasing the possibility ofconsumers recalling a particular brand during internal search andincluding that brand in the consideration set? What are differentkinds of consideration sets?

17. What is attribute recall? What determines whether aparticular attribute will be recalled? What is the differencebetween accessibility and diagnosticity?

18. Is internal information search always accurate? What aresome of the biases of information search?

Judgment and Decision Making Based on High Consumer Effort.

19. What are different models of decision processes? What is thedifference between compensatory and noncompensatory models? What isthe difference between brand processing and attributeprocessing?

20. Understand multiattribute model, additive difference model,conjunctive model, disjunctive model, lexicographic model andelimination-by-aspects model.

21. What are different types of memory? What are theircharacteristics? What are the differences between them?