Reference no: EM131002163

Q1. Imagine that your local Society for the Prevention of Cruelty to Animals (SPCA) director, Eliza Morgan, has approached you and asked that you develop a plan for influencing the attitudes of people with pets. Part of the SPCA's mission is to ensure the quality of life and the health and safety of pets. Unfortunately, Eliza explains, that means preventing unwanted pregnancies in cats and dogs. So many cats and dogs are euthanized each year because they are unwanted. In addition, there are health benefits for animals; for example, studies have shown that male dogs that are neutered are less likely to develop cancer. Eliza goes on to explain that most people are ambivalent about spaying and neutering their pets. It is difficult for them to understand how their behavior can make a difference. Others may experience financial hardships that prevent them from initiating veterinary expenses, and others are squeamish about taking this action with a loved one. Eliza asks you whether the six psychological tools of influence could be used to influence attitudes, and she wants you to develop a tactical plan for the tools that might be useful.

Q2. In this Activity, you will apply the theory of reasoned action to predict a consumer's attitude toward various alternatives. Begin by interviewing someone about a choice that he/she is currently considering. The decision at hand could be anything at all. This theory has been used to assess attitudes toward quitting smoking, online grocery shopping, college choice, and a wide range of other consumer decisions. Be thorough in explaining each of the following components. Your Activity responses should be both grammatically and mechanically correct, and formatted in the same fashion as the Activity itself. If there is a Part A, your response should identify a Part A, etc. In addition, you must appropriately cite all resources used in your response and document in a bibliography using APA style.

Part A - Decision and Alternatives: Describe the decision to be made along with at least two (2) alternatives being considered.

Part B - Guiding Attributes: As described in the Lecture and Research Update, you will need to discover and discuss three (3) attributes driving the decision.

Part C - Alternative Evaluation: You will need to determine the specific choices being evaluated and how the interviewee scores each choice on those attributes. Evaluate each alternative based on those attributes and assign a score using a 1-10 value scale where the number 10 indicates the most positive evaluation response.

Part D - Assigned Weight: As described in the Lecture and Research Update, an importance weighting must be assigned to each attribute.

Part E - Influential Others: You will also need to discover at least two (2) other people who might be influencing this person, what the interviewee believes those influential others think about the choices, and his or her motivation to comply in each case.

Part F - Influentials' Evaluation of Alternatives: Evaluate each of the two (2) influential others in relationship to the three (3) attributes you identified and discussed earlier. Use a 1-10 value scale where the number 10 indicates the most positive evaluation response for rating purposes.

Part G - Motivation to Comply: For each influential other identified, a motivation to comply figure must be provided. This will range from 0 to 1.

Part H - Total Attitude Score Calculation and Explanation: Last, you will calculate the points associated with each of the three (3) choices - the interviewee's original choice and the two (2) influentials' preferences - and pronounce the choice toward which the interviewee has the most positive attitude. The calculation must be clearly explained and complete.

REEFERNCE. Solomon, M. (2013). Consumer behavior: Buying, having, and being (9th ed.). Upper Saddle River, NJ: Prentice-Hall.