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