ISC 325 Exam Questions and
Answers
Attitudes are not always predictive of behaviors. Scientists have identified several
moderators that impact the predictive relationship between attitudes and behaviors.
Some of these include self-monitoring, direct experience, and the nature of the
attitudes and behaviors (i.e. general [or global] vs. specific). Using ISC examples,
please define and explain how each of these moderators influences the ability of
attitudes to predict behaviors. - ANSWER-1. Self-Monitoring: Managing public
impressions. High Self-Monitor: High self-monitors might only buy eco-friendly
products in settings where it is socially desirable or trendy, like at a farmers' market
or when around environmentally conscious friends. Even if they have a positive
attitude toward sustainability, their behavior may change depending on the context.
Low self-monitors are more likely to consistently purchase sustainable goods if they
hold strong pro-environment attitudes because they are internally motivated.
2. Direct Experience: Attitudes based on things you have done/have experience with
will predict behavior. Example: Buying a car that you have driven before. This could
also be true with sampling campaigns at grocery stores.
3. Nature of the Attitudes: Specific vs. Global attitudes. A global attitude like "I care
about health and wellness" may not predict the specific behavior of buying a specific
health product like a multivitamin, even though it's aligned with the overall wellness
goal.
However, a specific attitude like "I think this particular brand of multivitamins is the
best for my health" is much more likely to predict the specific behavior of purchasing
that brand's product.
Define and describe the workings of the theory of planned behavior (the extension to
the theory of reasoned action). What are its components? How would an ISC
specialist use this theory strategically? Give different scenario examples. More
specifically, what strategy might an ISC specialist employ if the consumers have a
negative attitude toward the behavior the ISC specialist is trying to promote? What
strategy (or strategies) might the ISC specialist employ if the ISC specialist has a
target audience with a divided (part of the target audience with positive and part with
negative) attitude toward the behavior trying to promote? - ANSWER-The Theory of
Planned Behavior is a model that predicts human behavior based on 3 factors:
Personal Attitudes, Subjective Norms, and Perceived Behavioral Control. 5
Components: Attitude toward the behavior (Individual's judgment that performing the
action is good or bad), Perceived norm (Perceived social pressure to perform the
action), Perceived behavioral control (Degree to which individuals believe they are
capable of performing a behavior), Behavioral intention (Intent or plan to perform a
particular behavior), and Behavior (Action in a situation). Persuasive Strategies:
target the attitude, target social norms, and target perceived behavioral control. This
can work for an ISC specialist when promoting products like e-cigarettes. For
example, there are health concerns but all of your friends are doing it.
Answers
Attitudes are not always predictive of behaviors. Scientists have identified several
moderators that impact the predictive relationship between attitudes and behaviors.
Some of these include self-monitoring, direct experience, and the nature of the
attitudes and behaviors (i.e. general [or global] vs. specific). Using ISC examples,
please define and explain how each of these moderators influences the ability of
attitudes to predict behaviors. - ANSWER-1. Self-Monitoring: Managing public
impressions. High Self-Monitor: High self-monitors might only buy eco-friendly
products in settings where it is socially desirable or trendy, like at a farmers' market
or when around environmentally conscious friends. Even if they have a positive
attitude toward sustainability, their behavior may change depending on the context.
Low self-monitors are more likely to consistently purchase sustainable goods if they
hold strong pro-environment attitudes because they are internally motivated.
2. Direct Experience: Attitudes based on things you have done/have experience with
will predict behavior. Example: Buying a car that you have driven before. This could
also be true with sampling campaigns at grocery stores.
3. Nature of the Attitudes: Specific vs. Global attitudes. A global attitude like "I care
about health and wellness" may not predict the specific behavior of buying a specific
health product like a multivitamin, even though it's aligned with the overall wellness
goal.
However, a specific attitude like "I think this particular brand of multivitamins is the
best for my health" is much more likely to predict the specific behavior of purchasing
that brand's product.
Define and describe the workings of the theory of planned behavior (the extension to
the theory of reasoned action). What are its components? How would an ISC
specialist use this theory strategically? Give different scenario examples. More
specifically, what strategy might an ISC specialist employ if the consumers have a
negative attitude toward the behavior the ISC specialist is trying to promote? What
strategy (or strategies) might the ISC specialist employ if the ISC specialist has a
target audience with a divided (part of the target audience with positive and part with
negative) attitude toward the behavior trying to promote? - ANSWER-The Theory of
Planned Behavior is a model that predicts human behavior based on 3 factors:
Personal Attitudes, Subjective Norms, and Perceived Behavioral Control. 5
Components: Attitude toward the behavior (Individual's judgment that performing the
action is good or bad), Perceived norm (Perceived social pressure to perform the
action), Perceived behavioral control (Degree to which individuals believe they are
capable of performing a behavior), Behavioral intention (Intent or plan to perform a
particular behavior), and Behavior (Action in a situation). Persuasive Strategies:
target the attitude, target social norms, and target perceived behavioral control. This
can work for an ISC specialist when promoting products like e-cigarettes. For
example, there are health concerns but all of your friends are doing it.
