CB CH 11

T/F The elaboration likelihood model (ELM) of persuasion posits two routes to persuasion: direct route and indirect route.

False

T/F The logic underlying the multiattribute attitude model is that all the components of an attitude are generally inconsistent.

False

T/F There is evidence that affect or brand preference may be increased by mere exposure.

True

Kellogg recently dropped Olympic swimmer Michael Phelps as a celebrity endorser. Kellogg's decision was based on

negative behavior involving the celebrity

the source of a communication represents

"who" delivers the message

T/F sponsorship occurs when a company provides financial support for an event

True

Spokescharacters can be

animated animals animated people animated products animated objects

Why are the SAM and AdSAM measures effective across cultures?

because the pictorial representations dont require translation or alteration

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

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

0

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

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

affective

which of the following can be a component of a multiattribute model a consumer's attitude toward a particular brand a consumer's belief about how a brand performs on a given attribute the importance the consumer attaches to an attribute a consumer's ideal level of performance on an attribute all are correct

all are correct

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

comparative ad

Which of the following is an individual factor that can influence attitude change? program context level of viewer distraction buying occasion consumer knowledge all of these choices are correct

consumer knowledge

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

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

fear appeals

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

hedonic products

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 attitue model

Advertisements or sales messages in which only one point of view is expressed are referred to as

one sided messages

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

operant conditioning

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

sponsorship

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

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

third party endorsement

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

two sided message

An advertisement for the Honda Civic Hybrid featured gas mileage in the subheading (49 city/51 highway). The copy also noted that owners of this automobile may be eligible for a clean-fuel tax deduction. At the time this ad appeared, gas was over $3.00 per gallon, which made the information important to consumers. This is an example of which type of appeal?

utilitarian appeal

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 and mere exposure

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

mere exposure