Final-exam

Objective: 8.5: Attitude models identify specific components and combine them to predict a consumer's overall attitude toward a product or a brand.. Diff: 1Objective: 8.5: Attitude model

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Consumer Behavior, 12e (Solomon)

Chapter 8 Attitudes and Persuasive Communication

1) is a lasting, general evaluation of people, objects,

A) people identify with products

B) attitudes facilitate social behaviors

C) attitudes are learned from family and friends

D) attitudes change over an individual's lifetime

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4) Which attitude function is associated with a focus on particular social

identities and lifestyles (e.g., "What sort of man reads Playboy?")?

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5) Psychologist David Katz developed the of attitudes.

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Objective: 8.1: It is important for consumer researchers to understand the nature and power of attitudes.

AACSB: Analytical thinking

9) According to the functional theory of attitudes, attitudes exist becausethey are hereditary

Answer: FALSE

Diff: 1

Objective: 8.1: It is important for consumer researchers to understand the nature and power of attitudes

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10) The utilitarian function relates to the basic principles of reward and punishment.

12) Explain the ego-defensive function

Answer: The ego-defensive function refers to attitudes we form to protect ourselves either from external threats or internal feelings

Diff: 2

Objective: 8.1: It is important for consumer researchers to understand the nature and power of attitudes

13) A component of the ABC model of attitude is

Objective: 8.2: Attitudes are more complex than they first appear

14) A component of a hierarchy of effects is

A) non-experiential hierarchy

B) standard learning hierarchy

C) high involvement hierarchy

D) all of the above

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Answer: D

Diff: 2

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15) The hierarchy of effects assumes the consumer does not initially have a strong preference for one brand over another Instead, a consumer acts on the basis of limited knowledge and then forms an evaluation only after the product has been purchased or used.

16) According to the hierarchy of effects, the consumer

considers purchases based on an attitude of hedonic consumption (such

as how the product makes him or her feel or the fun its use will provide).A) experiential

17) In the standard learning hierarchy model, attitude is based on

behavioral learning processes

Answer: FALSE

Diff: 1

18) The three components of the ABC Model are affect, beliefs, and cognition

Answer: FALSE

Diff: 1

19) Jason believes that wearing a coat and tie suggests that he is a man

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who is "dressed for success." Therefore, Jason dresses formally even in class and for casual occasions Jason is basing this decision on the

cognition part of the ABC model of attitudes

Answer: TRUE

Diff: 2

AACSB: Application of knowledge

20) Double-Dip makes ice cream The only advantage Double-Dip has over its competitors is taste Double-Dip costs more and has more

calories per unit weight Promotions for Double-Dip should emphasize the experiential hierarchy of the ABC model of attitudes

Answer: TRUE

Diff: 3

21) Gasoline is the only commonly purchased product that is priced down to a fraction of a cent This is the case because buying gasoline is

a low-involvement activity, which makes point-of-purchase factors moreimportant

Answer: TRUE

Diff: 3

22) Describe each component of the ABC model

Answer:

-The affectivec omponent refers to the emotional reaction one has

toward an attitude object

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Objective: 8.2: Attitudes are more complex than they first appear.

23) Discuss the low-involvement hierarchy of effects

Answer: The low-involvement hierarchy assumes that the consumer initially does not have a strong preference for one brand over another.Diff: 2

24) Retail stores put a number of items in the aisles leading to the

checkout station These are placed there to remind customers of things they may have overlooked, or to show products that customers may not have thought of buying until they are seen Retailers know that some items are purchased on impulse In other words, the customer simply sees a product and purchases it Create a fourth hierarchy of effects that would combine the three components of the ABC model when a product

is selected on impulse

Answer: The customer simply buys the product, and then explains to herself later why, and how she feels Consequently, there are two

possibilities, both of which begin with behavior

-The first hierarchy could be:

Behavior>Beliefs>Affect

-The second hierarchy could be:

Behavior>Affect>Beliefs

Diff: 3

AACSB: Reflective thinking

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25) Researchers agree that there are various levels of commitment to an attitude The highest level of involvement is .

Objective: 8.3: We form attitudes in several ways

26) Researchers agree that there are various levels of commitment to an attitude The lowest form of involvement is

27) Identification occurs when we form an attitude to conform to anotherperson's or group's expectations

Answer: TRUE

Diff: 1

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28) How strongly or weakly a consumer is committed to a specific

attitude relates to the level of involvement he or she has with the attitudeobject (Ao) Describe the strength of commitment involved in each of the following and give an example:

• Compliance

• Identification

• Internalization

Answer:

Compliance—at the lowest level of involvement is compliance An

attitude is formed because it helps in gaining rewards or avoiding

punishment from others This attitude is very superficial It is likely to change when the person's behavior is no longer monitored by others or when another option becomes available (Example: A person may drink Pepsi because this brand is sold in the cafeteria; it is too much trouble to

go elsewhere for Coca-Cola

Identification—a process of identification occurs when attitudes are

formed in order to be similar to another person or group Advertising that depicts the social consequences of choosing some products over others is relying on the tendency of consumers to imitate the behavior of desirable models (Example: Selection of Budweiser beer gains social acceptance at the nearby pub.)

Internalization—at a high level of involvement, deep-seated attitudes are

internalized and become part of the person's value system These

attitudes are very hard to change (Example: Many consumers reacted quite negatively when Coca-Cola attempted to switch the Coke formula This allegiance to Coke was obviously more than a minor preference for these people; the brand has become intertwined with their social

identities, taking on patriotic and nostalgic properties.)

Diff: 2

29) Which theory of attitudes states that people are motivated to take action to resolve inconsistencies between attitudes and behaviors?

A) Theory of cognitive dissonance

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Objective: 8.4: A need to maintain consistency among all of our

attitudinal components often motivates us to alter one or more of them

30) states when a person is confronted with inconsistencies among attitude or behavior, he/she will take action to restore

attitudinal components often motivates us to alter one or more of them.31) The balance theory perspective involves relations among three elements (a triad) Which of the following is one of the elements of the triad?

A) A person and his or her perceptions

B) The marketer and its strategy of image building

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attitudinal components often motivates us to alter one or more of them.AACSB: Analytical thinking

33) Roger was really angry when Coca-Cola attempted to switch from its older formula to New Coke He wrote letters to Coca-Cola, talked to friends, called the local bottler, attempted to hoard "old Coke," and complained to the local grocery store manager In this example, which degree of commitment would be most closely associated with Roger andhis attitudes?

attitudinal components often motivates us to alter one or more of them.AACSB: Application of knowledge

34) Balance theory helps explain why consumers like being linked to positively valued objects

Answer: TRUE

Diff: 2

attitudinal components often motivates us to alter one or more of them

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35) When Jillian Jones is confronted with inconsistencies about a

purchase, she is feeling cognitive dissonance

Answer: TRUE

Diff: 2

36) It is impossible for a person to hold two contradictory attitudes

toward the same object

Answer: FALSE

Diff: 2

37) Explain the principle of cognitive consistency

Answer: According to the principle of cognitive consistency, we value harmony among our thoughts, feelings, and behaviors, and a need to maintain uniformity among these elements motivates us This desire means that, if necessary, we change our thoughts, feelings, or behaviors.Diff: 2

38) Identify the elements of balance theory Discuss possible interaction effects between unit relation and sentiment relation and how they can be applied to a marketing strategy

Answer: The elements of a triad in balance theory are (1) a person and

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consistent and to restore balance Elements can be perceived as

belonging together in one of two ways:

-Unit relation, in which one element is seen as somehow belonging to

our being part of another element

-Sentiment relation, in which two elements are linked because one has

expressed a preference (or dislike) for the third

Applications to marketing strategy could include the following:

-Forming a perception of a unit relation between consumers and usage of

a product to create the opportunity for developing new sentiment

relations

-Creating a sentiment relation between consumers and products by

depicting unit relations between product and celebrity endorsers

Diff: 3

attitudinal components often motivates us to alter one or more of them.AACSB: Reflective thinking

39) All multiattribute attitude models specify the importance of

attributes, beliefs, and

Objective: 8.5: Attitude models identify specific components and

combine them to predict a consumer's overall attitude toward a product

or a brand

40) Researchers have added to the original Fishbein multiattribute

model The name of this extended-Fishbein model is the

A) linked Fishbein model

B) theory of reasoned action

C) Phillips approach

D) subjective norm model

Answer: B

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Diff: 1

or a brand

41) Which of the following theories measures attitude toward the act of buying, rather than only the attitude toward the product itself?

A) The theory of cognitive dissonance

B) The theory of reasoned action

C) The balance theory

D) The theory of trying

Answer: B

Diff: 2

or a brand

42) Despite improvements to the Fishbein model, all of the following areconsidered obstacles to predicting behavior using this model EXCEPT which one?

A) The model has relatively weak theorems about attitudes

B) The model deals with actual behavior, not with the outcomes of

behavior

C) Some behavioral outcomes are beyond the consumer's control

D) Measures of attitude often do not correspond to the behavior they are supposed to predict

Answer: A

Diff: 3

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43) One element in the muliattribute attitude model is .

or a brand

44) Some theorists have proposed a model that focuses on studying consumer goals as a way to explore attitude formation According to thismodel, what consumers believe they have to do to attain their goals would also be part of any evaluation of attitudes Which of the followingtheories would be most closely linked to the statements above?

A) theory of reasoned action

or a brand

45) The psychological principle of reciprocity is at work when we take into account what others do before we decide what to do

Answer: FALSE

Diff: 2

or a brand

46) Salient beliefs are a component of the Fishbein model

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47) Why have multiattribute attitude models become so popular among marketing researchers? What three elements are specified in such

models?

Answer: A simple response from a consumer does not always give enough information about why the consumer feels a certain way about a product or about what marketers can do to change the consumer's

attitude The models assume that a consumer's attitude or evaluation of

an attitude object will depend upon the beliefs he or she has about

several attributes of the object The use of a multiattribute model impliesthat an attitude toward a product or brand can be predicted by

identifying these specific beliefs and combining them in an appropriate manner to derive a better measure of the consumer's overall attitude.Basic multiattribute attitude models specify three elements:

• Attributes are characteristics of the attitude object

• Beliefs are cognitions about the specific attitude object A belief measure assesses the extent to which the consumer perceives that a brand has a particular attribute

• Importance weights reflect the relative priority of an attribute to the consumer Some attributes are more important than others to the

consumer These weights are likely to differ across consumers

Diff: 3

or a brand

48) What are four major psychological principles that can influence people to change their minds or comply with a request? Be specific in your answer

Answer: The six principles are:

-Reciprocity: We are more likely to give if first we receive

-Scarcity: Like people, items are more attractive when they aren't

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they say and do about an issue.

-Liking: We agree with those we like or admire

-Consensus: We consider what others do before we decide what to do.Diff: 3

Objective: 8.5: Attitude models identify specific components and combine them to predict a consumer's overall attitude toward a product

or a brand

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49) Both the Fishbein model and the extended Fishbein model attempt tomeasure the influence of attitudes What was the flaw in the original model and what was added in the extended model to correct this flaw?Answer: The original Fishbein model attempted to measure attitudes, but knowing a customer's attitude does not always allow a useful

prediction of his or her actual behavior To translate intentions created

by attitudes to actual behaviors required the addition of other tangential attitudes and outside influences The effect of social pressure on

intentions was added, which was measured by ascertaining relative

normative beliefs and the motivation a potential customer has of

complying with that norm The attitudes toward buying also had to be added, which included the consequences of purchasing

Diff: 3

or a brand

50) is the first element in the traditional communications model

51) When Sally sees an ad in a newspaper about a particular product, goes to the store, reviews the actual product offer in the store, rejects theproduct, and tells the salesperson why she did not buy the product, she isproviding in the communications model established by the store

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52) The communications model requires a source and a message, but receivers of the message are not part of the model.

Answer: FALSE

Diff: 2

Objective: 8.6: The communications model identifies several important components for marketers when they try to change consumers’ attitudes toward products and services

AACSB: Written and oral communication

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53) The traditional communication model that regards a broadcast

message as perishable doesn't work as well with narrowcasting as it doeswith broadcasting

Answer: TRUE

Diff: 3

Objective: 8.6: The communications model identifies several important components for marketers when they try to change consumers’ attitudes toward products and services

54) The Smith Company used after-sale interviews with its customers to examine how well the customers were served by the sales and service staff of the company When the Smith Company follows this procedure, the company is attempting to use feedback as a means to improve

55) acknowledges that marketers will be more successful when they communicate with consumers who have already agreed to listen to them

Objective: 8.7: The consumer who processes a message is not the

passive receiver of information marketers once believed him or her to be

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56) M-commerce most likely takes place through .

AACSB: Information technology

57) The two-factor theory suggests that there is no limit to the optimal number of repetitions for a message

Answer: FALSE

Diff: 2

58) The source of a message has an impact on whether the message will

be accepted or not Two particularly important source characteristics are

A) culture and ethnicity

B) credibility and attractiveness

C) credibility and recency

D) attractiveness and recency

Answer: B

Diff: 2

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B) Many people can learn the important parts of a message even when asleep.

C) The effectiveness of a message will increase over time

D) The effectiveness of positive sources over less positive sources can

be erased over time

Answer: D

Diff: 2

Objective: 8.8: Several factors influence the effectiveness of a message source

60) Source refers to the perceived social value of a message source

61) Physically attractive people are perceived as smarter, cooler, and happier than average people These perceptions are a result of the

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62) A communicator's expertise, objectivity and trustworthiness refer to .

A) corporate social responsibility

63) A marketing study found that respondents believed that a

dark-haired model would be more effective in selling gold jewelry than a

blond-haired celebrity would if the dark-haired celebrity was not

perceived to be ethnic What two ideas of using celebrities as

communication sources are most likely to be at work here?

A) Celebrities should be attractive, but not too attractive

B) The celebrity's image should match that of the product, and haired models are too common for the exclusive image of gold

blond-C) The celebrity's image should match that of the product and should embody cultural meaning

D) The celebrity's image should embody cultural meanings that contrast with the product's cultural stereotypic image

Answer: C

Diff: 3

64) occurs when people appear to "forget" about the negative

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66) Tyler told a local journalist about an upcoming astrological event, and the reporter printed the information in the newspaper the next day Alocal college professor who specializes in astrophysics said the

newspaper story had numerous inaccuracies and was "penned by an amateur." In this case, Tyler and the journalist created a situation in which reporting bias has occurred

Answer: FALSE

Diff: 3

67) Roxanne is one of Canada's top female models Because of her

beauty, most of Roxanne's admirers also assume that is intelligent,

wealthy, and happy with her life This is an example of the social

68) The Geico Gecko, Tony the Tiger and the Allstate Mayhem Man areexamples of spokescharacters

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endorsed Credibility can be weakened if the source is perceived to be biased in presenting information, either because the source's knowledge

is not accurate (knowledge bias) or the source is perceived to have the requisite knowledge but his or her willingness to convey it has been compromised (reporting bias); for example, getting money for saying good things about a marketer's product compromised believability

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70) According to a major study of more than 1,000 commercials, the single most important factor in whether a commercial will be persuasive

is whether the communication

A) stresses a unique attribute of benefit of the product

B) employs a sexual symbol or suggestion

C) provides specific price information

D) features a credible spokesperson

Answer: A

Diff: 2

Objective: 8.9: The way a marketer structures his or her message

determines how persuasive it will be

71) The fine line between familiarity and boredom has been explained

by the , which proposes that two separate psychological

processes are operating when a person is repeatedly exposed to an ad.A) balance theory

72) According to the two-factor theory, the net effect of being exposed repeatedly to the same message is a combination of

A) argument and counter-argument

B) learning and tedium

C) compliance and non-compliance

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73) Most messages merely present one or more positive attributes about

a product or reasons to buy it Which of the following best describes thisapproach to communicating a message?

74) refers to a strategy in which a message presents two or more specifically named or recognizably presented brands and evaluates them in terms of one or more specific attributes

75) A politician attempts to gain support for her campaign for mayor by releasing a poll showing that almost 70 percent of the city's voters

support her position on property taxes What basic psychological

principle is the politician using to persuade voters that she should be the next mayor?

A) Consistency

B) Authority

C) Consensus

D) Liking

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Answer: C

Diff: 3

76) The Berry and Dale advertising agency has proposed a new

campaign for Bayer aspirin to overcome the public's tendency to "tune out" Bayer commercials The proposed technique involves creating ten different 15-second spots that all demonstrate reasons for using Bayer aspirin Which theory of message communication is the agency trying touse for in its proposal for Bayer aspirin?

A) The trait-factor theory

B) The balanced communication theory

C) The two-factory theory

D) The theory of reasoned action

Answer: C

Diff: 2

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77) Rick Tuan has a unique problem He must persuade a good friend to stop smoking He knows that if he just says "Quit," his message will be rejected Instead, Rick chooses to offer a message in which hepresents the positives and negatives of quitting smoking He feels sure that his approach will have a greater likelihood of success with his

78) Elizabeth created a print ad in which the coach of a football team was shown standing out in the middle of a hay field The text read,

"UNR's Coach Roberts….outstanding in his field." Elizabeth was using

a literary device called

79) Which statement best explains the research findings about using two-sided messages to communicate with consumers?

A) Two-sided messages are widely used and are very effective in

reaching target audiences

B) Two-sided messages are cost-prohibitive

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C) Two-sided messages can be quite effective, yet marketers rarely use them.

D) Two-sided messages are no different from one-sided messages and are used equally by marketers

Answer: C

Diff: 3

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80) Do sex-related ads work?

A) Overall, the use of a strong sexual appeal is not very well received.B) Strong sexual appeals consistently outperform all other types of appeal

C) Sexual images are most effective when they attempt to "trick" the consumer into paying attention

D) There is no data to answer the question

Answer: A

Diff: 3

81) Emphasizing the negative consequences that may occur unless a consumer changes behavior is called

82) Justin is in charge of promoting a product that most customers perceive as a low-involvement product He created a TV ad and aired it repeatedly His colleague Beth questioned his strategy, saying that the repetition would create a negative reaction to the product According to the mere exposure phenomenon, Beth is likely to be proven wrong.Answer: TRUE

Diff: 2

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83) Humorous ads receive attention, but many times the humor distracts from the promotional message.

Answer: TRUE

Diff: 2

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84) A story about an abstract trait or concept that advertisers tell in

context of a person, animal, vegetable, or object is called a metaphor.Answer: FALSE

Diff: 1

85) Compare and contrast the uses of the emotional appeals of sex,

humor, and fear in advertising What are the strengths and weaknesses ofeach?

Answer:

a Sex appeals—although the use of sex does appear to draw attention to

an ad, its use may be counterproductive to the marketer A provocative picture can be too effective, attracting so much attention that it hinders processing and recall of the ad's content Female nudity in print ads generates negative feelings and tension among female consumers, while men's reactions are more positive Sexual appeals appear to be

ineffective when used merely as a "trick" to grab attention They do, however, appear to work when the product itself is sexually related, such

as perfume

b Humorous appeals—they are often effective for improving

recognition, but tricky Humor is very subjective, culture-bound, and may interfere with the processing of product attributes Subtle humor usually is better integrated with product information

c Fear appeals—emphasize the negative consequences that can occur when the consumer changes a behavior or attitude

Diff: 3

86) An anti-smoking campaign that showed autopsies of people who died of lung cancer had no effect on the rate that teenagers took up

smoking Why do you think the campaign was ineffective?

Answer: The threat created by the promotion was probably too strong When promotions create strong threats, or fear, then the receiver is too

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busy thinking of reasons why the message doesn't apply to him or her, and either pays no attention to the offered solution or discounts the threat as not applying to him or her because things like this do not happen to "people like me."

Diff: 2

Objective: 8.9: The way a marketer structures his or her message determines how persuasive it will be

87) Explain the term "persuasion."

Answer: Persuasion involves an active attempt to change attitudes Diff: 1

Objective: 8.10: Many modern marketers are reality engineers

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88) Since Janie is seen as a beautiful female, many friends also perceive her to be smarter, cooler, and happier These assumptions illustrate

A) the "halo effect"

B) the "beauty" factor

90) A company wants to persuade a customer to buy its products If the consumer has a high degree of involvement with products that are sold

by the company, what route to persuasion will the company most likely take?

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Diff: 2

Objective: 8.11: Audience characteristics help to determine whether the nature of the source or the message itself will be relatively more

effective

91) According to the elaboration likelihood model, marketers of a involvement product must first change attitudes before customers are likely to purchase their product

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