chapter 11: attitudes and influencing attitudes smartbook

two-sided messages

presentation of both positive and negative characteristics of a product to consumers

one-sided messages

presentation of only positive characteristics of a product to consumers

The four basic marketing strategies that can be adopted to alter the cognitive structure of a consumer's attitude toward a product.

shifting importance of product attributes changing beliefs about product performance changing perception of ideal brand or situation adding beliefs about product performance

The three factors that are integrated into the elaboration likelihood model in order to understand attitudes.

situational factors marketing factors individual factors

When competing brands are functionally comparable in a competitive situation, brands with _____ cues in its advertising are preferred by highly involved consumers.

strong peripheral

A marketer needs to know the _____ to define appropriate benefit segments.

the importance placed by consumers on various products or services

In the context of influencing consumer attitude, persuading consumers becomes easier when the source is considered

to be trustworthy and an expert.

Which of the following factors account for inconsistencies between measures of consumer beliefs and feelings toward a product and observations of actual consumer behavior?

weak consumer beliefs and affect interpersonal and situational influences on a consumer

Which of the following scenarios illustrates the cognitive component of a consumer's attitude toward an object?

A consumer believes that energy drinks are more effective than drinking a cup of coffee.

Which statement by a consumer illustrates the affective component of the consumer's attitude toward an object?

I do not like peanut butter sandwiches.

A source is generally considered trustworthy if it lacks ulterior motive and provides complete and accurate information.

True

Which of the following best illustrates the behavioral component of an attitude?

a consumer's decision to purchase a certain truck model due that consumer's brand preference

Using two-sided messages in advertisements and sales presentations is typically more effective than employing one-sided messages when

a strongly held attitude must be changed.

Three basic approaches—classical conditioning, affect toward the ad itself, and mere exposure—are all used to alter the ______ structure of a consumer's attitude.

affective

Which component of attitude is represented by the emotional reactions or feelings of a consumer to an object?

affective component

An enduring organization of emotional, cognitive, motivational, and perceptual processes with respect to some aspect of one's environment is known as a(n)

attitude

Natalie fondly remembers going to see the decorated windows at Macy's during the holiday season and all the shopping trips she made there with her Mom. To this day, Macy's remains one of Natalie's favorite stores. Natalie's reaction to Macy's reflects her

attitude.

The tendency of a consumer to respond to an activity or object in a certain way is referred to as the _____ component of an attitude.

behavioral

Through operant conditioning, marketers attempt to change the _____ component of a consumer's attitude toward a product before changing affect or cognition.

behavioral

Consumers are grouped or divided on the basis of their most important attribute or attributes. This practice is referred to as

benefit segmentation.

In situations where creating fear may not be enough, how can the effectiveness of advertisements be increased using fear appeal?

by making people feel accountable to act by playing on their guilt

Four basic marketing strategies—change beliefs, shift importance, add beliefs, and change ideal—are all used to alter the ______ structure of a consumer's attitude.

cognitive

The beliefs of a consumer about an object reflect the _____ component of a consumer's attitude.

cognitive

Red Trumpet Inc., a packaged food manufacturer, wants to develop a new brand of flavored wheat puffs. In this scenario, match the steps Red Trumpet is most likely to take to develop the best product with the appropriate actions taken by the company.

construction of product profile - obtaining data from a target consumer segment on the ideal performance of flavored wheat puffs creation of a product concept - evaluation by the target consumer segment of a written description, picture, or an actual prototype that best mimics the ideal wheat puff profile translation of product concept into actual product - presenting a developed product to the surveyed consumer segment to rate the performance level of the developed wheat puffs

Promotional messages are avoided by consumers when these messages are

counter to their attitudes.

From the beginning, list in order the steps followed by companies when developing a new product.

obtaining, evaluating, than presenting

When marketers focus on inducing people to buy a product while ensuring that the purchase experience is rewarding for the consumers, this tactic is based on _____ conditioning.

operant

When consumers encounter promotional messages that are counter to their attitudes, they tend to

discount such advertisements.

In the context of marketing, the formation and change of consumer attitudes under varying conditions of involvement are explained by a theory known as the

elaboration likelihood model.

The threat of negative consequences is used by advertisement campaigns if behaviors or attitudes are not altered. This type of advertisement is said to have _____ appeal.

fear

A central cue for _____ products is represented by emotions, which in turn influence attitudes under high involvement.

hedonic

What are the three basic approaches marketers use to directly increase the affective component of a consumer's attitude toward their products?

increasing the mere exposure of the brand increasing the tendency to like an ad or website classical conditioning

The factors that influence inconsistency in consumer beliefs and observed consumer behavior to their appropriate examples.

lack of need - A consumer already owns an acceptable, albeit less preferred, brand. lack of ability - A consumer's belief and feelings may be translated into want for one brand, but he or she may not have the means to purchase that brand. relative consumer attitudes - A consumer may have a high attitude for one product but an even higher attitude for its competing brand. attitude ambivalence - A consumer may hold mixed beliefs and/or feelings toward a brand. weak beliefs and affect - A consumer, who upon gaining additional information about a competing brand, changes his or her initial attitudes toward a brand. interpersonal and situational influences - A consumer's purchase decision may be influenced by the needs of people directly or indirectly related to him or her.

Identify the factors that account for inconsistencies between measures of consumer beliefs and feelings toward a product and observations of actual consumer behavior.

lack of need or ability relative attitude toward competing products interpersonal and situational influences