Quiz 12 Ch.11 Consumer Behavior

Broadcast media, particularly television, appear to be better vehicles for comparative advertisements, because broadcast lends itself to more thorough comparisons.

False

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

False

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

False

Value-expressive appeals involve informing the consumers of one or more functional benefits that are important to the target market.

False

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

Message framing

The cognitive component of attitude consists of a consumer's beliefs about an object.

True

Which of the following is true regarding value-expressive versus utilitarian appeals?

Utilitarian appeals are most effective for functional products.

Kimberly-Clark is interested in mothers' emotional reactions to their 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

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

all of the above

Which of the following is a strategy for altering the cognitive component of a consumer's attitude?

all of the above

Why are the SAM and AdSAM measures effective across cultures?

because the pictorial representations don't require translation or alteration

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

central route

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 their favorite brand is attacked with negative information.

discrediting

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

elaboration likelihood model

Which of the following is NOT a factor accounting for inconsistencies between measures of beliefs and feelings and observations of behavior?

failure to consider negative reactions

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 involves informing the consumer of one or more functional benefits that are important to the target market?

utilitarian appeal