Consumer Behavior Learnsmart Ch. 11

Which of the following are negative consequences that can result from comparative ads for a sponsor brand?

1. positive response toward a brand's competitor 2. lower attitude toward the ad and brand 3. lower believability

Emotional advertisements enhance persuasion by increasing which of the following?

1. product liking through classical conditioning 2. attention toward the ad 3. processing of the ad

Direct approach

"How likely are you to buy an iPhone the next time you purchase a cell phone?"

Indirect approach

"In your opinion, how frequently do 18-year-old individuals tend to overeat?"

Select the three factors that are integrated into the elaboration likelihood model in order to understand attitudes.

1. situational factors 2. marketing factors 3. individual factors

From the beginning, list in order the steps followed by companies when developing a new product. Place the first step on top, and the final step on the bottom.

1. A profile of the ideal level of performance on key product attributes according to a consumer segment is constructed 2. A product concept that matches as closely as possible to an ideal product profile based on the opinion of a consumer segment is created 3. A developed product concept is translated into an actual product

Select all the reasons why the use of celebrity sources in advertising is effective.

1. Consumers respond to the likeability and popularity of a celebrity who endorses a product. 2. Celebrities attract consumers' attention to an advertisement. 3. Consumers may aspire to imitate the style of a celebrity through the purchase of a product.

Select the four basic marketing strategies that can be adopted to alter the cognitive structure of a consumer's attitude toward a product.

1. adding beliefs about product performance 2. changing perception of ideal brand or situation 3. shifting importance of product attributes 4. changing beliefs about product performance

What are the three basic approaches marketers use to directly increase the affective component of a consumer's attitude toward their products?

1. classical conditioning 2. increasing the tendency to like an ad or website 3. increasing the mere exposure of the brand

Lack of need

A consumer already owns an acceptable, albeit less preferred, brand.

Identify the factors that account for inconsistencies between measures of consumer beliefs and feelings toward a product and observations of actual consumer behavior.

1. lack of need or ability 2. relative attitude toward competing products 3. interpersonal and situational influences

Which of the following scenarios illustrates the cognitive component of a consumer's attitude toward an object?

A consumer believes that energy drinks are more effective than drinking a cup of coffee.

Relative consumer attitudes

A consumer may have a high attitude for one product but an even higher attitude for its competing brand.

Attitude ambivalence

A consumer may hold mixed beliefs and/or feelings toward a brand.

Lack of ability

A consumer's belief and feelings may be translated into want for one brand, but he or she may not have the means to purchase that brand.

Interpersonal and situational influences

A consumer's purchase decision may be influenced by the needs of people directly or indirectly related to him or her.

Weak beliefs and affect

A consumer, who upon gaining additional information about a competing brand, changes his or her initial attitudes toward a brand.

T/F: As a source of communication, the use of spokescharacters for advertisements is just as risky as using a celebrity endorser.

False

T/F: Marketers find that it is very easy to change customer beliefs about a product or brand.

False

Which statement by a consumer illustrates the affective component of the consumer's attitude toward an object?

I do not like peanut butter sandwiches.

Which common explanation in advertising is given by the phrase "familiarity breeds liking"?

Mere exposure effect

Which of the following are risks for a company associated with using celebrity endorsements in its advertising?

Negative behavior on the part of the celebrity will reflect poorly on the advertised product & The appearance of a celebrity in an ad campaign can lead to overexposure.

Goal framing

Negative framing or when focusing on consequences of not performing an act

Attribute framing

Positive framing or when focusing on desirable aspects of a product

A marketer of an environmentally-friendly cleaning product tries to convince customers that the number one reason for selecting a cleaning product should be its impact on the environment. What strategy to changing attitudes is this marketer using?

Shift importance

T/F: A source is generally considered trustworthy if it lacks ulterior motive and provides complete and accurate information.

True

Which of the following best illustrates the behavioral component of an attitude?

a consumer's decision to purchase a certain truck model due that consumer's brand preference

Using two-sided messages in advertisements and sales presentations is typically more effective than employing one-sided messages when

a strongly held attitude must be changed.

Which of the following would be an example of a product that uses aesthetic appeal to go beyond cognitive associations a consumer might have about a product?

a thick, richly colored bath towel

A marketer for "Wonderful Walnuts" wants its consumers to know that not only do walnuts taste great, they are an important source of healthy fats. What strategy for changing attitudes should this marketer use?

add beliefs

The AdSAM model has been found to be most useful in which aspect of marketing?

advertising and marketing communication planning and evaluation

Aesthetically pleasing objects appeal primarily to which component of consumer attitudes?

affective

Three basic approaches—classical conditioning, affect toward the ad itself, and mere exposure—are all used to alter the ______ structure of a consumer's attitude.

affective

Which component of attitude is represented by the emotional reactions or feelings of a consumer to an object?

affective component

A(n) _____ attitude involves holding mixed beliefs and/or feelings about an attitude object.

ambivalent

An enduring organization of emotional, cognitive, motivational, and perceptual processes with respect to some aspect of one's environment is known as a(n

attitude

Natalie fondly remembers going to see the decorated windows at Macy's during the holiday season and all the shopping trips she made there with her Mom. To this day, Macy's remains one of Natalie's favorite stores. Natalie's reaction to Macy's reflects her

attitude

_____ framing focuses on only a single attribute of a product, while _____ framing concentrates on the positive consequences of performing or the negative consequences of not performing an act.

attribute; goal

The tendency of a consumer to respond to an activity or object in a certain way is referred to as the _____ component of an attitude.

behavioral

Through operant conditioning, marketers attempt to change the _____ component of a consumer's attitude toward a product before changing affect or cognition.

behavioral

Consumers are grouped or divided on the basis of their most important attribute or attributes. This practice is referred to as

benefit segmentation.

Nonverbal components of ad messages can influence attitudes through

both affect and cognition.

In situations where creating fear may not be enough, how can the effectiveness of advertisements be increased using fear appeal?

by making people feel accountable to act by playing on their guilt

How can the awareness and effectiveness of sponsorships be maximized?

by promoting the sponsorship through all media vehicles available

Four basic marketing strategies—change beliefs, shift importance, add beliefs, and change ideal—are all used to alter the ______ structure of a consumer's attitude.

cognitive

The beliefs of a consumer about an object reflect the _____ component of a consumer's attitude.

cognitive

A company's advertisement shows its product side-by-side with a competing product. The advertisement lists all the reasons why the company's product is superior. This is an example of ______ advertising.

comparative

The features or benefits of two or more brands are directly compared by ___________ advertisements.

comparative

The creation of spokescharacters as communication sources in ads is advantageous to an advertiser over using celebrities because spokescharacters offer the advertiser

complete control over product image.

Promotional messages are avoided by consumers when these messages are

counter to their attitudes.

Central route

detailed, factual information useful for high involvement purchase situations (conscious and deliberate processing of message elements by consumers that are relevant to a meaningful and logical evaluation of a brand according to them)

When consumers encounter promotional messages that are counter to their attitudes, they tend to

discount such advertisements

utilitarian appeals

effective for functional products

Value-expressive appeals

effective for self-image enhancing products or products that offer other intangible benefits

In the context of marketing, the formation and change of consumer attitudes under varying conditions of involvement are explained by a theory known as the

elaboration likelihood model.

Which appeal applies to an advertisement designed to elicit a positive affective response from an audience rather than provide arguments or information?

emotional appeal

Select the three dimensions of the AdSAM measurement.

empowerment, appeal, and engagement

Indirect approaches are different from direct approaches in that, for sensitive topics, indirect approaches include asking consumers to

estimate behaviors of people similar to themselves.

creation of a product concept

evaluation by the target consumer segment of a written description, picture, or an actual prototype that best mimics the ideal wheat puff profile

The threat of negative consequences is used by advertisement campaigns if behaviors or attitudes are not altered. This type of advertisement is said to have _____ appeal.

fear

A central cue for _____ products is represented by emotions, which in turn influence attitudes under high involvement.

hedonic

The strategy used by advertisers to change the affective component of a consumer's attitude toward a product in which the consumer is presented with the product on many occasions is known as

mere exposure.

construction of product profile

obtaining data from a target consumer segment on the ideal performance of flavored wheat puffs

When marketers focus on inducing people to buy a product while ensuring that the purchase experience is rewarding for the consumers, this tactic is based on _____ conditioning.

operant

two-sided messages

presentation of both positive and negative characteristics of a product to consumers

one-sided messages

presentation of only positive characteristics of a product to consumers

translation of product concept into actual product

presenting a developed product to the surveyed consumer segment to rate the performance level of the developed wheat puffs

An approach to changing consumer attitudes is to "change beliefs." This strategy entails

shifting beliefs about the performance of a brand on one or more attributes.

Peripheral route

simple, cognitive cues such as pictures and music, useful for low involvement purchase situations (formation of a brand impression by consumers based on cues available in messages regardless of how relevant they are to the actual brand)

The financial support that a company provides for an event in order to promote the company's products is called

sponsorship.

When competing brands are functionally comparable in a competitive situation, brands with _____ cues in its advertising are preferred by highly involved consumers.

strong peripheral

Which of the following are nonverbal cues that are effective in attitude change?

surrealism, pictures, & music

"Spuming Lather" is a brand of laundry detergent. The product is promoted through live accounts of people who are satisfied with the product. This type of advertising is an example of a(n) _____ ad.

testimonial

The successful use of a product, service, or idea is recounted by the typical member of a target market in a _____ ad.

testimonial

A marketer needs to know the _____ to define appropriate benefit segments.

the importance placed by consumers on various products or services

A disadvantage of humorous advertisements is that

the perception of humor varies among individuals.

Hedonic benefit

these refer to emotional benefits and attitudes (Mahie loves the way her new cologne makes her feel both feminine and powerful.)

Utilitarian benefit

these refer to functional benefits and attitudes (Dane thinks his new battery powered vacuum cleaner is both functional and easy-to-use.)

In the context of influencing consumer attitude, persuading consumers becomes easier when the source is considered

to be trustworthy and an expert.

A personality for the product is built or an image of the product user is created through _____ appeals, whereas functional benefits that are important to a target market are informed to consumers through _____ appeals.

value-expressive; utilitarian

Which of the following factors account for inconsistencies between measures of consumer beliefs and feelings toward a product and observations of actual consumer behavior?

weak consumer beliefs and affect & interpersonal and situational influences on a consumer

When would it be beneficial for a firm to create ambivalent attitudes in consumers belonging to a target market?

when a firm is trying to attract consumers loyal to a competitive brand

Which of the following conditions usually lead to an increase in the overall effectiveness of a humorous ad?

when humor implied in an advertisement is viewed as appropriate by the target audience & when humor relates to the product being advertised in a purposeful way