chapter 11 study questions

Which of the following statements is FALSE regarding humorous appeals?

Humors ads are low risk becuase they tend to translate well across situation and cultures

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 consumers attitude?

add beliefs

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

SAM (Self-Assessment Manikin) is used to assess which component of attitude?

affective

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

attitude

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

benefits; features

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

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 belief

Which of the following is an approach used by marketers to increase consumers affect toward their brand?

classical conditioning create a positive affect toward the ad or website mere exposure

Attitude components tend to be _____.

consistent

which of the following is a common technique for inducing trial behavior

coupons free samples price reductions point of purchase displays

How are actual behaviors and response tendencies most often measured?

direct questioning

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

elaboration likelihood model

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

operant conditioning

source credibility is a function of

trustworthiness and expertise

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

The source of a communication represents _____.

who delivers the message

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

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

cognitive

A long-running 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 voice-over would say, "aren't you glad you used Dial . . . don't you wish everyone did?" Which type of appeal does this illustrate?

fear appeal

_____ refers to presenting one of two equivalent value outcomes either in positive or gain terms or in negative or loss terms

message framing

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

Generally speaking, compared to attitudes formed under the peripheral route, attitudes formed under the central route tend to be _____.

stronger more resistant to counter persuasion attempts more accessible from memory more predictive of behavior

Anne appears in a television commercial for a local chiropractor. She tells the audience how she suffered from migraine headaches several times a month. However, once she started treatment at this particular chiropractor, her headaches disappeared. She claimed, "I kept expecting them to come back, but they didn't. I have a whole new lease on life, thanks to Peavy Chiropractic!" Which type of ad is this?

testimonial ad

Which type of advertisement or sales presentation presents both good and bad points?

two sided message