chapter 11

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

elaboration likelihood model

Which type of ad is designed primarily to elicit a positive affective response rather than to provide information or arguments?

emotional ad

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

negative beahvior invovling the celebrity

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 of the following is not a reason why celebrity sources are effective?

Celebrities are physically attractive

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

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

SAM (Self-Assessment Manikin) is used to assess which component of attitude? Group of answer choices

affective

Which of the following is not a way emotional ads may enhance persuasion?

all of these chioces are ways emotional ads may enahnce persuasion

Which of the following is an individual factor that can influence attitude change? Group of answer choices

consumer knowledge

Which of the following is used to understand a consumer's cognitive component of attitude?

multiattribute attitdue model

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? Group of answer choices

sponsorship

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? Group of answer choices

two sided message

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

0

How does mere exposure enhance attitudes?

through enhanced familiarity

The simplest form of message framing where only a single attribute is the focus of the frame is known as

atribute framing

Which of the following statements is false regarding humorous appeals?

humours ads are low risk

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

message framing

Changing behavior prior to changing affect or cognition is based primarily on Group of answer choices

operant conditioning

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

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? Group of answer choices

affective

Generally speaking, compared to attitudes formed under the peripheral route, attitudes formed under the central route tend to be Group of answer choices

all of these choices

Caleb learned from his parents that littering was bad, so when he sees someone doing it, he forms an unfavorable impression of that person. Caleb's learned predisposition to dislike someone who litters represents his

attitude

Which of the following statement is true regarding comparative advertising?

audience charactersitics, especially brand loaylay are important

Segmenting consumers on the basis of their most important attribute or attributes is called

benefit segmentation

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

benefits feature

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

Carissa is highly involved is a purchase decision for a new car. She has searched the Internet, visited car dealerships, talked to friends and family, and paid attention to advertisements. According to the elaboration likelihood model, by which route is Carissa likely to be persuaded? Group of answer choices

central route

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? Group of answer choices

change beliefs

An advertisement for AT&T long distance telephone service split the screen in two and showed a person on each screen talking on the telephone. Below each person, there was a running total of the cost of the call. At the end of the commercial, the total cost on the AT&T side was lower than that for the Sprint side. This is an example of which type of ad?

comparitive ad

A loyal consumer will often use __________ to protect their brand by reducing the importance they put on a given attribute.

discounting

Which of the following is not a factor accounting for inconsistencies between measures of beliefs and feelings and observations of behavior? Group of answer choices

failure to consider negative reactions

Madeline has a(n) __________ toward Coke, wherebygoal framing she simultaneously really likes the taste but also is really negative about the brand because it has high calories.

goal framing

Which of the following is false regarding the central route to persuasion in the elaboration likelihood model? Group of answer choices

humorous ads are low risk because they tend to translate well across culture

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? Group of answer choices

source credibility

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? Group of answer choices

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 endoresement

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

utilitarian appealsh are most effective for functional

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 Group of answer choices

mere exposure

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 Group of answer choices

aesthetic appeal

Janice and her mother were visiting an art gallery, and they were looking at modern art. When they came to one painting, Janice said, "I like that." When her mother asked her why she liked it, all she could say was, "I don't know, I just like it." Which component of attitude does this represent?

affective

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? Group of answer choices

cognitive

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 message framing stresses either the positive outcomes of performing a behavior or the negative outcomes of not performing a behavior?

goal framing

Appeal characteristics represent __________ a message is communicated.

how

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? Group of answer choices

multiattributal additude model

Toyota offers a hybrid version of its popular Highlander mid-sized SUV. The advertising for this car features the positive benefits of owning a hybrid, but it fails to mention that the Hybrid is considerably more expensive than the conventional version of the model. This is an example of a(n) Group of answer choices

one sided message

The owner of a local restaurant wants to enhance consumers' attitudes toward his restaurant by changing the affective component of their attitude. Which of the following is an appropriate approach to achieve this objective?

use positive music

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? Group of answer choices

utilitarian appeal

Instead of featuring any functional benefits of the product or brand in ads for the iPod, this product was introduced by showing a silhouette of a person dancing with the white earbuds and holding a white iPod MP3 player. Which type of advertising appeal does this illustrate?

value expressive appeal