1. Explain a person’s attitude toward visiting Disney World in terms of the tri-component attitude
model. Be sure your answer explains what each of the tri-component model pieces’ entails.
a. The three components are affect, behavior, and cognition. Affect deals with the
emotional aspect or how someone feels in relation to the attitude. In this case, when
visiting Disney world, the attitude could vary depending on the person, but overall the
emotional response would be excited, happy, and overjoyed. The behavior aspect deals
with the responses to desires of the attitude. At Disney World, again behavior can vary,
but since this person is feeling overjoyed their behavior will reflect that. They will be
excited and smiling and showing that they are overjoyed to be at the happiest place on
earth. The Cognition aspect deals with the thought that come with an attitude. This at
Disney World would also be the thoughts of how awesome your surroundings are, and
how happy you are to see Mickey mouse in person.
2. A college student has just purchased a new Apple iPad.
a) What factors might cause the student to experience post-purchase dissonance?
• The fact that the cost was so much can automatically make a student have post–
purchase dissonance. It may seem fine during the purchase, but sometimes afterwards
you think of other things you could have used the money for, or you see something
cooler that you could have bought.
b) How might the student try to overcome it?
• They will second guess their purchase, but in the end they will reassure themselves that
it was a smart purchase. They will remind themselves why they bought the iPad and rely
only on the all the pros of the purchase to overcome the buyer’s remorse.
c) How can the retailer who sold the iPad help reduce the student’s dissonance?
• They could provide any information to the student that would allow for them to get all
their money’s worth. Any different tools and apps to use that will allow them to use
their new iPad to the fullest extent would help. They could also remind the student