Consumers Responses

1. The research on how social comparisons influence the self have been mixed. Some research argues that upward comparisons inspire assimilation, whereas other research argues that upward comparisons lead to feelings of inferiority and a low self-concept. Based on your understanding of how people make social comparisons, what might influence how comparison standards affect a person’s view of themselves? (30 pts (Make a summary statement about social comparisons (10 pts) / Review research on upward comparisons (list 2-3 reasons) (10 pts) / Review research on downward comparisons (list 2-3 reasons) (10 pts))

2. Explain attribution theory in the context of the results of the article “Consumers’ Responses to Negative WOM Communication: An Attribution theory Perspective.” Why does it make sense via attribution theory that brand evaluations decreased when the negativity of the WOMC message was attributed to the brand, but brand evaluations increased when the negativity of the WOMC message was attributed to the communicator? (30 Pts (Explain attribution theory in this context (15 pts) / Explain why brand evaluations decreased for brand but increased for communicator (15 pts))

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3. (A) Apply the theory of cognitive dissonance to this situation: A republican voting for the democratic candidate. How would you explain this phenomenon based on dissonance theory? (Hint: use the three factors). (30 pts) (10 pts (Explain dissonance theory and why it applies here (4 pts) / Explain each factor of dissonance in relation to this event (2 pts each)). (B) Show how this theory has been supported by the research. (Hint: summarize 2 articles defending this theory). (20 pts (10 pts for each summarized article)).

4. The article “The Ironic Impact of Activists” claims that the negative stereotypes associated with these activists actually reduces their social change influence. Based on what you know about reducing negative stereotypes, what would you suggest based on the research, for a feminist group to remove its negative stereotype? (30 pts (Explain the claim of negative stereotypes reduce social change influence (10 pts) / Include 4 strategies a feminist group could apply to reduce their negative stereotype/s (5 pts each for 20 pts)). Visit for more details.

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5.  Explain the polarizing forces of social issues displayed on social networks like Facebook, using Social Identity Theory. What mechanisms allow these relationships? (30 pts (Explain Social Identity Theory (10 pts) / Identify 4 mechanisms/explanations of SIT that explain the polarizing displays on social networks (each explanation is worth 5 pts for a total of 20 pts)).

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