2. QUESTION 1
Create a list of celebrities who match up with
products in your country. What are the
elements of the celebrities and products
that make for a ‘good match’? Why? Which
celebrities have a global or European-wide
appeal, and why?
3. ANSWER
In Turkey, Ezgi Mola is a
famous actress. She taked
part in the Patos Critos
advertisements.
10. • Celebrities also create positive feelings towards
brands, connect user to brand and are
perceived by consumers as more entertaining.
• Celebrities are powerful reference sources for a
number of reasons.
• They often share similar needs or interests, but
are higher in status than the consumer who
looks up to them.
• Also, celebrities are opinion leaders. They tend
to be socially active and well-connected within
the community, giving them legitimate power.
11. • Values and image of the brand is defined,
highlighted and refreshed by the celebrity.
• The celebrity adds new edge and
dimension to the brand.
• Credibility, trust, association, aspiration and
connectivity to brand.
12. These celebrities and advertisements are
famous in Turkey.
They are not popular other countries.
These famous people do not appeal to
European. No one has not global.
13. QUESTION 2
Think of behaviour exhibited by an individual
that is inconsistent with their attitudes. Ask
the person to elaborate on why they do the
behaviour, and try to identify the way the
person has resolved dissonant elements.
14. ANSWER
Everyone has attitudes for different situations and products,
but very few of us have analyzed how these opinions
were formed.
Attitude formation can be the result of classical
conditioning, instrumental conditioning or the result of a
complex cognitive process.
Cognitive dissonance theory means that if there is any
conflict or dissonance between attitudes and
behaviours then inconsistency occurs.
15. The theory proposes that people are motivated to
reduce this conflict, particularly in situations in
which two cognitive elements are inconsistent
with each other. One conclusion is that
consumers actively seek support for their
purchasing decisions, therefore marketers
should supply them with additional
reinforcement to build positive brand attitudes.
16.
17. There are three basic ways we try to reduce cognitive
dissonance:
• By changing our behaviour to bring it in line with the
dissonant cognition.
• By attempting to justify our behaviour through
changing one of the dissonant cognitions.
• By attempting to justify our behaviour by adding
new cognitions.
18. • Example 1: Knowing that smoking is harmful (First cognition)
while liking to smoke (second cognition). The Cognitive
dissonance theory's conditions were met because those
cognitions are dissonant.
• Example 2: Believing that lying is bad (First cognition) and
being forced to lie (second cognition).
• Example 3: Liking a friend (first cognition) while knowing that
he hates your brother (second cognition).
As you can see all of these cognitions conflict with each other
thus cause discomfort or Cognitive dissonance.
