Ch 11 CB

T/F: The cognitive component of attitude consists of a consumer's beliefs about an object.

True

Which of the following statements adequately reflects the concept of attitude component consistency?

a change in one attitude component tends to produce related changed in the other components

Which of the following can be a component of a multiattribute model?

a consumer's attitude towards 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

In an attempt to alter consumers' cognitive component of their attitude toward 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 consumer's attitude?

add beliefs

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

benefits, features

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 than imports. Consumers' attitudes are slow to change, however, and marketers must use which strategy to change the cognitive component of consumers' attitudes?

change beliefs

Which of the following is a common technique for inducing trial behavior?

coupons, free samples, point of purchase displays, tie in purchases

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

false

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

false

Appeal characteristics represent __________ a message is communicated.

how

An approach to measuring the importance of attitude components that requires consumers to allocate 100 points among the components such that the distribution of the points reflects the relative importance of the component is

none: perceptual mapping, the likert scale, the semantic differential scale, the rank order scale

Dr. Thomas, a doctor and local news medical correspondent, has frequently appeared in "Ask the Doctor" segment on local news Radio. Dr. Thomas is highly esteemed in his field and provides up-to-date medical information for viewers and provides answers to callers' questions. Sometimes he recommends specific remedies and products, and Valerie, a regular listener of the segment, trusts what he says or recommends because he doesn't seem to have an apparent motive to mislead listeners. Which characteristic does Dr. Thomas possess?

source credibility

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

stronger, more resistant to counterpersuasion attempts, more accessible from memory, more predictive of behavior

T/F: Segmenting consumers on the basis of the most important attribute or attributes is called benefit segmentation.

true

For years, L'Oreal hair color would say in their ad that L'Oreal is "expensive, but you're worth it." This is an example of which type of advertisement?

two sided message

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

utilitarian appeal

The source of a communication represents

"who" delivers the message

Which component of attitude represents one's tendency to respond in a certain manner toward an object or activity?

behavioral

Tony the Tiger, the Jolly Green Giant, and the Aflac duck are examples of

spokescharacters

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

sponsorship