Buyer Behavior Chapter 11

A learned predisposition to respond in a consistently favorable or unfavorable manner with respect to a given object is known as a(n) _____.

Attitude

Appeal characteristics represent _____ a message is communicated.

how

Duane is attempting to determine consumers' attitudes toward his restaurant by asking them their beliefs about how his restaurant performs on several attributes, such as price, ambience, quality of the food, and friendliness of service. Consumers can rate his restaurant with a score of 1 to 7 for each of these attributes, with 7 being the highest. Duane adds up the scores to see how he performs, using the assumption that a higher total is better. At a basic level, which type of model is Duane using?

multiattribute attitude model

Which of the following occurs when a company provides financial support for an event such as the Olympics or a concert?

sponsorship

When considering consumers' ideal levels of performance on attributes when using a multiattribute attitude model, which attitude index is best?

0

SAM (Self

Assessment Manikin) is used to assess which component of attitude?-affective

Which of the following statement is TRUE regarding comparative advertising?

Audience characteristics, especially brand loyalty associated with the sponsoring brand, are important.

The owner of a local restaurant wants to enhance consumers' attitudes toward his restaurant by changing the affective component of their attitude. Which of the following is an appropriate approach to achieve this objective?

Use positive music in his advertisements so that, over time, consumers will transfer the positive affect associated with the music to the restaurant.

In an attempt to alter consumers' cognitive component of their attitude toward the Pepsi brand of cola, a freshness date was added on the cans. Pepsi wanted consumers to consider this attribute that was never a consideration before. Pepsi was using which strategy to alter the cognitive structure of a consumer's attitude?

add beliefs

Nike has several models of athletic shoes, and most have high functionality. However, several models are also sleek looking and can actually make a fashion statement for the wearer as well as performing the functional aspects of the product. By going beyond the cognitive associations of functionality and attempting to tap consumers' affective reactions, Nike and other marketers are developing products with _____.

aesthetic appeal

Janice and her mother were visiting an art gallery, and they were looking at modern art. When they came to one painting, Janice said, "I like that." When her mother asked her why she liked it, all she could say was, "I don't know, I just like it." Which component of attitude does this represent?

affective

Madeline has a(n) _____ toward Regular Coke, whereby she simultaneously really likes the taste but also is really negative about the brand because it has high calories.

ambivalent attitude

Caleb learned from his parents that littering was bad, so when he sees someone doing it, he forms an unfavorable impression of that person. Caleb's learned predisposition to dislike someone who litters represents his _____.

attitude

Why are the SAM and AdSAM measures effective across cultures?

because the pictorial representations don't require translation or alteration

Which component of attitude represents one's tendency to respond in a certain manner toward an object or activity?

behavioral

Addison is a brand manager and wants consumers to form attitudes that are strong, resistant to counter persuasion attempts, more assessable from memory, and more predictive of behavior. Which route of the elaboration likelihood model should he encourage consumers to take?

central route

Carissa is highly involved is a purchase decision for a new car. She has searched the Internet, visited car dealerships, talked to friends and family, and paid attention to advertisements. According to the elaboration likelihood model, by which route is Carissa likely to be persuaded?

central route

Mitch likes Toyota automobiles because he thinks they have the highest reliability of all automobiles. His belief about Toyota's reliability represents which component of Mitch's attitude?

cognitive

Which component of attitudes consists of a consumer's beliefs about an object?

cognitive

An advertisement for AT&T long distance telephone service split the screen in two and showed a person on each screen talking on the telephone. Below each person, there was a running total of the cost of the call. At the end of the commercial, the total cost on the AT&T side was lower than that for the Sprint side. This is an example of which type of ad?

comparative ad

Which type of ad directly compares the features or benefits of two or more brands?

comparative ad

Attitude components tend to be _____.

consistent

_____ is the first strategy a loyal consumer uses when his or her favorite brand is attacked with negative information.

discrediting

Which type of appeal uses the threat of negative (unpleasant) consequence if attitudes or behaviors are not altered?

fear appeals

Quaker Oats contains zero milligrams of sodium. This is an example of what type of belief?

feature belief

For which type of products can affect, emotions, and ad play a role in more conscious, high involvement settings?

hedomic products

Simply presenting a brand to an individual on a large number of of accessions to make the individual's attitude toward the brand more positive is known as _____.

mere exposure

Changing behavior prior to changing affect or cognition is based primarily on _____.

operant conditioning

Dana is watching television when a commercial for a brand of bathroom cleaner comes on. She is not very interested in the product category, but the ad was entertaining and made her laugh. As a result, she had a positive attitude toward the brand of cleaner advertised. According to the elaboration likelihood model, which route to persuasion influenced Dana?

peripheral route

Which type of appeal attempts to build a personality for the product or create an image of the product user?

value/expressive appeal

Kimberly-Clark is interested in mothers' emotional reactions to its Huggies brand of disposable diapers, which usually have popular characters or cute designs printed on them. Which component of attitude is Kimberly-Clark interested in?

affective

For years, American automobiles did not have the level of quality that foreign, particularly Japanese, automobiles had. However, that has changed, and most automobiles built in the United States have comparable or superior quality compared with imports. Consumers' attitudes are slow to change, however, and marketers must use which strategy to change the cognitive component of consumers' attitudes?

change beliefs

How are actual behaviors and response tendencies most often measured?

direct questioning

A loyal consumer will often use _____ to protect his or her brand by reducing the importance they put on a given attribute.

discounting

A longrunning television commercial for Dial soap would show an individual in various situations with other people (e.g., car pool or elevator). This individual would join the others and look around, appearing to be in discomfort. Then a voiceover would say, "Aren't you glad you used Dial . . . don't you wish everyone did?" Which type of appeal does this illustrate?

fear appeal

Instead of featuring any functional benefits of the product or brand in ads for the iPod, this product was introduced by showing a silhouette of a person dancing with the white earbuds and holding a white iPod MP3 player. Which type of advertising appeal does this illustrate?

value/expressive appeal

Which of the following statements adequately reflects the concept of attitude component consistency?

A change in one attitude component tends to produce related changes in the other components.-

Feelings or emotional reactions to an object reflect the _____ component of an attitude.

affective

Marketers must promote _____ rather than _____, especially for less knowledgeable consumers and for complex products.

benefits;features

The elaboration likelihood model posits two routes to persuasion, which are the _____.

central route and peripheral route

Which of the following is an individual factor that can influence attitude change?

consumer knowledge

_____ is used by loyal consumers, whereby they "seal off" the negative information as a way to quarantine.

containment

Which of the following is a theory about how attitudes are formed and changed under varying conditions of involvement?

elaboration likelihood model

ounting for inconsistencies between measures of beliefs and feelings and observations of behavior?

failure to consider negative reactions

Which of the following is used to understand a consumer's cognitive component of attitude?

multiattribute attitude model

Advertisements and packages for Kellogg's Smart Start breakfast cereal include the seal of the American Heart Association, indicating that it is a hearty, healthy choice. This seal can influence consumers to purchase this brand because the American Heart Association has a reputation of trustworthiness and expertise. The seal appearing on packages and in advertisements represents a _____.

thirdparty endorsement

How does mere exposure enhance attitudes?

through enhanced familiarity