Chapter 8 - Attitudes & Persuasive

The source of a message has an impact on whether the message will be accepted or not. Two particularly important source characteristics are ________. A) culture and ethnicity B) credibility and attractiveness C) credibility and recency D) attractiveness and recency

B) credibility and attractiveness

One element in the muliattribute attitude model is ________. A) evaluations B) salient beliefs C) object-attribute linkage D) beliefs

D) beliefs

The psychological principle of reciprocity is at work when we take into account what others do before we decide what to do.

False

The three components of the ABC Model are affect, beliefs, and cognition.

False

The two-factor theory suggests that there is no limit to the optimal number of repetitions for a message.

False

Tyler told a local journalist about an upcoming astrological event, and the reporter printed the information in the newspaper the next day. A local college professor who specializes in astrophysics said the newspaper story had numerous inaccuracies and was "penned by an amateur." In this case, Tyler and the journalist created a situation in which reporting bias has occurred.

False

According to the elaboration likelihood model, marketers of a low-involvement product must first change attitudes before customers are likely to purchase their product.

False

The ________ function of attitudes applies when a person is in an ambiguous situation and needs order, structure, or meaning. A) knowledge B) utilitarian C) value-expressive D) ego-defensive

A) knowledge

A story about an abstract trait or concept that advertisers tell in context of a person, animal, vegetable, or object is called a metaphor.

False

According to the functional theory of attitudes, attitudes exist because they are hereditary.

False

Attitudes only serve one function at a time. This is what makes them easy to study and chart.

False

In the standard learning hierarchy model, attitude is based on behavioral learning processes.

False

It is impossible for a person to hold two contradictory attitudes toward the same object.

False

Roxanne is one of Canada's top female models. Because of her beauty, most of Roxanne's admirers also assume that is intelligent, wealthy, and happy with her life. This is an example of the social adaptation perspective.

False

The communications model requires a source and a message, but receivers of the message are not part of the model.

False

The object of an attitude (Ao) can be an object or an issue, but not a person.

False

Which of the following statements with regard to an attitude's relationship to time is most correct? a. Attitudes endure over time. b. Attitudes tend to be irrelevant with respect to time. c. Attitudes fade over time. d. Attitudes tend to be strong during one's youth and then fade in one's older years.

a. Attitudes endure over time.

Kenneth is using a multiattribute model to make a decision on which college to attend. Scholarly reputation, friendliness of students, and the adequacy of the college placement division are the most important areas that Kenneth is using to measure his list of colleges. Which of the following elements is Kenneth primarily using in his multi-attribute model to make his decision? a. Attributes. b. Beliefs. c. Importance weights. d. Goals.

a. Attributes.

Using the Fishbein multi-attribute attitude model, which of the following strategies associated with the model provides the rationale for examining attributes based on perceived strengths of the attribute(s)? a. Capitalize on relative advantages. b. Strengthen perceived product/attribute linkages. c. Add a new attribute. d. Influence competitors' ratings.

a. Capitalize on relative advantages.

A person may eat Snickers' candy bars because this brand is sold in the company cafeteria, and it is too much trouble to go elsewhere for a preferred brand. This would be an example of which kind of attitude involvement based on degree of commitment? a. Compliance. b. Identification. c. Information acquisition. d. Internalization.

a. Compliance.

Sometimes consumers are just not sure about a purchase and need a "nudge" to move forward and complete a transaction. Marketers often use a celebrity pitch- person to provide the needed "nudge." By using this technique, marketers are hoping that the star's popularity will transfer to the product. Which of the following theories is most closely associated with the above statements? a. Personal relevance theory. b. The theory of relational objects. c. The theory of cognitive dissonance. d. Balance theory.

d. Balance theory.

Attitude researchers have developed the concept of a hierarchy of effects to explain the relative impact of the three components of an attitude. All of the following are possible hierarchies EXCEPT: a. Standard Learning Hierarchy. b. Low-Involvement Hierarchy. c. Experiential Hierarchy. d. Habit Hierarchy.

d. Habit Hierarchy.

All multi-attribute attitude models specify three elements. Two of those elements are attributes and beliefs. What is the third element? a. Action variables. b. Motivations. c. Recency of data. d. Importance weights.

d. Importance weights.

Roger was really angry when Coca-Cola attempted to switch from its older formula to New Coke. He wrote letters to Coca-Cola, talked to friends, called the local bottler, attempted to hoard "old Coke," and complained to the local grocery store manager. In this example, which of the following kinds of attitude involvements (based on degree of commitment) is at work in Roger's case? a. Compliance. b. Identification. c. Information acquisition. d. Internalization.

d. Internalization.

Research has shown that at least three emotional dimensions have been identified in commercials. Two of these emotional dimensions are pleasure and arousal. What is the third emotional dimension? a. Pain. b. Pride. c. Social connection. d. Intimidation.

d. Intimidation.

In accepting or rejecting products based on social judgment theory, "choosy mothers choose JIF peanut butter" is an illustration of which of the following? a. Latitude of advertising. b. Latitude of perception. c. Latitude of least resistance. d. Latitude of acceptance.

d. Latitude of acceptance.

According to the two-factor theory, the net effect of being exposed repeatedly to the same message is a combination of ________. A) argument and counter-argument B) learning and tedium C) compliance and non-compliance D) affect and cognition

B) learning and tedium

The ________ route to persuasion is taken when the receiver is not really motivated to think about the arguments made in a communication message. A) central B) peripheral C) dual D) subconscious

B) peripheral

Which statement best explains the research findings about using two-sided messages to communicate with consumers? A) Two-sided messages are widely used and are very effective in reaching target audiences. B) Two-sided messages are cost-prohibitive. C) Two-sided messages can be quite effective, yet marketers rarely use them. D) Two-sided messages are no different from one-sided messages and are used equally by marketers.

C) Two-sided messages can be quite effective, yet marketers rarely use them.

) Jason believes that wearing a coat and tie suggests that he is a man who is "dressed for success." Therefore, Jason dresses formally even in class and for casual occasions. Jason is basing this decision on the cognition part of the ABC model of attitudes.

True

Balance theory helps explain why consumers like being linked to positively valued objects.

True

The Geico Gecko, Tony the Tiger and the Allstate Mayhem Man are examples of spokescharacters.

True

Salient beliefs are a component of the Fishbein model.

True

The utilitarian function relates to the basic principles of reward and punishment.

True

The balance theory perspective involves relations among three elements (a triad). Which of the following is one of the elements of the triad? A) A person and his or her perceptions B) The marketer and its strategy of image building C) A person's beliefs D) Subconscious motives

A) A person and his or her perceptions

Do sex-related ads work? A) Overall, the use of a strong sexual appeal is not very well received. B) Strong sexual appeals consistently outperform all other types of appeal. C) Sexual images are most effective when they attempt to "trick" the consumer into paying attention. D) There is no data to answer the question.

A) Overall, the use of a strong sexual appeal is not very well received.

________ is the first element in the traditional communications model. A) Source B) Media C) Receiver D) Noise

A) Source

Most messages merely present one or more positive attributes about a product or reasons to buy it. Which of the following best describes this approach to communicating a message? A) Supportive arguments B) Two-sided message C) Refutational arguments D) Reporting bias

A) Supportive arguments

Despite improvements to the Fishbein model, all of the following are considered obstacles to predicting behavior using this model EXCEPT which one? A) The model has relatively weak theorems about attitudes. B) The model deals with actual behavior, not with the outcomes of behavior. C) Some behavioral outcomes are beyond the consumer's control. D) Measures of attitude often do not correspond to the behavior they are supposed to predict.

A) The model has relatively weak theorems about attitudes.

Which theory of attitudes states that people are motivated to take action to resolve inconsistencies between attitudes and behaviors? A) Theory of cognitive dissonance B) Self-perception theory C) Social judgement theory D) Balance theory

A) Theory of cognitive dissonance

Which of the following general attitude functions is most closely related to the basic principles of reward and punishment? A) Utilitarian function B) Value-expressive function C) Ego-defensive function D) Knowledge function

A) Utilitarian function

Emphasizing the negative consequences that may occur unless a consumer changes behavior is called ________. A) a fear appeal B) a rational appeal C) social marketing D) comparative marketing

A) a fear appeal

M-commerce most likely takes place through ________. A) cell phones B) billboards C) radio satellite D) televisions

A) cell phones

According to the ________ hierarchy of effects, the consumer considers purchases based on an attitude of hedonic consumption (such as how the product makes him or her feel or the fun its use will provide). A) experiential B) habitual C) low-involvement D) standard learning

A) experiential

Physically attractive people are perceived as smarter, cooler, and happier than average people. These perceptions are a result of the ________. A) halo effect B) principle of cognitive dissonance C) balance theory D) self-perception theory

A) halo effect

Researchers agree that there are various levels of commitment to an attitude. The highest level of involvement is ________. A) internalization B) identification C) compliance D) actualization

A) internalization

According to a major study of more than 1,000 commercials, the single most important factor in whether a commercial will be persuasive is whether the communication ________. A) stresses a unique attribute of benefit of the product B) employs a sexual symbol or suggestion C) provides specific price information D) features a credible spokesperson

A) stresses a unique attribute of benefit of the product

Since Janie is seen as a beautiful female, many friends also perceive her to be smarter, cooler, and happier. These assumptions illustrate ________. A) the "halo effect" B) the "beauty" factor C) cultural meanings D) the "sleeper effect"

A) the "halo effect"

________ occurs when people appear to "forget" about the negative source and change their attitude. A) Halo effect B) The sleeper effect C) Native advertising D) Sock puppeting

B) The sleeper effect

Which of the following theories measures attitude toward the act of buying, rather than only the attitude toward the product itself? A) The theory of cognitive dissonance B) The theory of reasoned action C) The balance theory D) The theory of trying

B) The theory of reasoned action

Which attitude function is associated with a focus on particular social identities and lifestyles (e.g., "What sort of man reads Playboy?")? A) Utilitarian B) Value-expressive C) Ego-defensive D) Knowledge

B) Value-expressive

The functional theory of attitudes was initially developed to explain how ________. A) people identify with products B) attitudes facilitate social behaviors C) attitudes are learned from family and friends D) attitudes change over an individual's lifetime

B) attitudes facilitate social behaviors

Source ________ refers to the perceived social value of a message source. A) valence B) attractiveness C) class D) hierarchy

B) attractiveness

Researchers agree that there are various levels of commitment to an attitude. The lowest form of involvement is ________. A) identification B) compliance C) internalization D) commitment

B) compliance

Researchers have added to the original Fishbein multiattribute model. The name of this extended-Fishbein model is the ________. A) linked Fishbein model B) theory of reasoned action C) Phillips approach D) subjective norm model

B) theory of reasoned action

Some theorists have proposed a model that focuses on studying consumer goals as a way to explore attitude formation. According to this model, what consumers believe they have to do to attain their goals would also be part of any evaluation of attitudes. Which of the following theories would be most closely linked to the statements above? A) theory of reasoned action B) theory of trying C) theory of direct response D) rejection theory

B) theory of trying

________ is a lasting, general evaluation of people, objects, advertisements, or issues. A) An object B) A power C) An attitude D) An image

C) An attitude

________ considers how people perceive relations among different attitude objects, and how they alter their attitudes to remain consistent. A) Social judgement theory B) Foot-in-the-door theory C) Balance theory D) Rejection theory

C) Balance theory

________ refers to a strategy in which a message presents two or more specifically named or recognizably presented brands and evaluates them in terms of one or more specific attributes. A) Cognitive differentiation B) Emotional appeal C) Comparative advertising D) Conclusion advertising

C) Comparative advertising

A politician attempts to gain support for her campaign for mayor by releasing a poll showing that almost 70 percent of the city's voters support her position on property taxes. What basic psychological principle is the politician using to persuade voters that she should be the next mayor? A) Consistency B) Authority C) Consensus D) Liking

C) Consensus

A marketing study found that respondents believed that a dark-haired model would be more effective in selling gold jewelry than a blond-haired celebrity would if the dark-haired celebrity was not perceived to be ethnic. What two ideas of using celebrities as communication sources are most likely to be at work here? A) Celebrities should be attractive, but not too attractive. B) The celebrity's image should match that of the product, and blond-haired models are too common for the exclusive image of gold. C) The celebrity's image should match that of the product and should embody cultural meaning. D) The celebrity's image should embody cultural meanings that contrast with the product's cultural stereotypic image.

C) The celebrity's image should match that of the product and should embody cultural meaning.

The Berry and Dale advertising agency has proposed a new campaign for Bayer aspirin to overcome the public's tendency to "tune out" Bayer commercials. The proposed technique involves creating ten different 15-second spots that all demonstrate reasons for using Bayer aspirin. Which theory of message communication is the agency trying to use for in its proposal for Bayer aspirin? A) The trait-factor theory B) The balanced communication theory C) The two-factory theory D) The theory of reasoned action

C) The two-factory theory

The ________ hierarchy of effects assumes the consumer does not initially have a strong preference for one brand over another. Instead, a consumer acts on the basis of limited knowledge and then forms an evaluation only after the product has been purchased or used. A) experiential B) habitual C) low-involvement D) standard learning

C) low-involvement

A communicator's expertise, objectivity and trustworthiness refer to ________. A) corporate social responsibility B) ethics C) source credibility D) expert power

C) source credibility

Rick Tuan has a unique problem. He must persuade a good friend to stop smoking. He knows that if he just says "Quit," his message will be rejected. Instead, Rick chooses to offer a ________ message in which he presents the positives and negatives of quitting smoking. He feels sure that his approach will have a greater likelihood of success with his friend. A) supportive B) low-involvement C) two-sided D) refutational

C) two-sided

A company wants to persuade a customer to buy its products. If the consumer has a high degree of involvement with products that are sold by the company, what route to persuasion will the company most likely take? A) A parallel route B) A peripheral route C) A circular route D) A central route

D) A central route

Roger was really angry when Coca-Cola attempted to switch from its older formula to New Coke. He wrote letters to Coca-Cola, talked to friends, called the local bottler, attempted to hoard "old Coke," and complained to the local grocery store manager. In this example, which degree of commitment would be most closely associated with Roger and his attitudes? A) Compliance B) Identification C) Information acquisition D) Internalization

D) Internalization

________ acknowledges that marketers will be more successful when they communicate with consumers who have already agreed to listen to them. A) Authorized marketing B) Reach marketing C) Target marketing D) Permission marketing

D) Permission marketing

What does the sleeper effect suggest about source credibility? A) If a receiver is not paying attention, a message cannot be effective. B) Many people can learn the important parts of a message even when asleep. C) The effectiveness of a message will increase over time. D) The effectiveness of positive sources over less positive sources can be erased over time.

D) The effectiveness of positive sources over less positive sources can be erased over time.

________ states when a person is confronted with inconsistencies among attitude or behavior, he/she will take action to restore consistency. A) Theory of attitude B) Theory of consistency C) Theory of commitment D) Theory of cognitive dissonance

D) Theory of cognitive dissonance

A component of a hierarchy of effects is ________. A) non-experiential hierarchy B) standard learning hierarchy C) high involvement hierarchy D) all of the above

D) all of the above

A component of the ABC model of attitude is ________. A) behavior B) cognition C) affect D) all of the above

D) all of the above

When Sally sees an ad in a newspaper about a particular product, goes to the store, reviews the actual product offer in the store, rejects the product, and tells the salesperson why she did not buy the product, she is providing ________ in the communications model established by the store. A) noise B) a message C) media forms D) feedback

D) feedback

Psychologist David Katz developed the ________ of attitudes. A) clinical theory B) classical theory C) neoclassical theory D) functional theory

D) functional theory

All multiattribute attitude models specify the importance of attributes, beliefs, and ________. A) action variables B) motivations C) regency of events D) importance weights

D) importance weights

Elizabeth created a print ad in which the coach of a football team was shown standing out in the middle of a hay field. The text read, "UNR's Coach Roberts....outstanding in his field." Elizabeth was using a literary device called ________. A) metaphor B) simile C) allegory D) resonance

D) resonance

The fine line between familiarity and boredom has been explained by the ________, which proposes that two separate psychological processes are operating when a person is repeatedly exposed to an ad. A) balance theory B) repetition theory C) halo theory D) two-factor theory

D) two-factor theory

Double-Dip makes ice cream. The only advantage Double-Dip has over its competitors is taste. Double-Dip costs more and has more calories per unit weight. Promotions for Double-Dip should emphasize the experiential hierarchy of the ABC model of attitudes.

True

Gasoline is the only commonly purchased product that is priced down to a fraction of a cent. This is the case because buying gasoline is a low-involvement activity, which makes point-of-purchase factors more important.

True

Humorous ads receive attention, but many times the humor distracts from the promotional message.

True

Identification occurs when we form an attitude to conform to another person's or group's expectations.

True

In general, when the source of a message is perceived as attractive, the message will be more effectively communicated

True

Justin is in charge of promoting a product that most customers perceive as a low-involvement product. He created a TV ad and aired it repeatedly. His colleague Beth questioned his strategy, saying that the repetition would create a negative reaction to the product. According to the mere exposure phenomenon, Beth is likely to be proven wrong.

True

The Smith Company used after-sale interviews with its customers to examine how well the customers were served by the sales and service staff of the company. When the Smith Company follows this procedure, the company is attempting to use feedback as a means to improve communications.

True

The traditional communication model that regards a broadcast message as perishable doesn't work as well with narrowcasting as it does with broadcasting.

True

When Jillian Jones is confronted with inconsistencies about a purchase, she is feeling cognitive dissonance.

True

Which of the following is most closely associated with the Fishbein model? a. It is the most influential multi-attribute model. b. It is the only model to combine the Koontz and Krantz models. c. It is widely used in Europe but has a substantially reduced following in the United States. d. It has been replaced by the Holmes model because of its failure to account for the effect of the Internet on attitude formulation.

a. It is the most influential multi-attribute model.

Which of the following theories states that we maintain behavior consistency by inferring that we must have a positive attitude toward an object if we bought or consumed it (assuming that we made this choice freely)? a. Self-perception theory. b. Theory of cognitive dissonance. c. Cognitive judgment theory. d. Balance theory.

a. Self-perception theory.

____________________ assumes that people assimilate new information about attitude objects in light of what they already know or feel. a. Social judgment theory b. The theory of relational objects c. Balance theory d. The theory of cognitive dissonance

a. Social judgment theory

If a consumer approaches a product decision as a problem-solving process (based on cognitive information processing, then he or she will use a(n) ___________________________ to proceed with their decision. a. Standard Learning Hierarchy b. Low-Involvement Hierarchy c. Experiential Hierarchy d. Habit Hierarchy

a. Standard Learning Hierarchy

Which of the following general attitude functions is most closely related to the basic principles of reward and punishment? a. Utilitarian function. b. Value-expressive function. c. Ego-defensive function. d. Knowledge function.

a. Utilitarian function.

From the basic ABC model of attitude components, ______________ refers to the way a consumer feels about an attitude object. a. affect b. behavior c. cognition d. affinity

a. affect

The Fishbein multi-attribute model measures three components of attitude. All of the following are among those elements EXCEPT: a. importance of cells. b. salient beliefs. c. object-attribute linkages. d. evaluation of each of the important attributes.

a. importance of cells.

A simple response does not always tell us everything that we need to know about why the consumer feels a certain way toward a product or about what marketers can do to change the consumer's attitude. For this reason and because attitudes can be complex, in recent years _______________ have become popular. a. multi-attribute attitude models b. demographic attitude models c. single-attribute attitude models d. psychographic attitude models

a. multi-attribute attitude models

Despite improvements to the Fishbein model, all of the following are considered to be obstacles to predicting behavior using this model EXCEPT: a. the model does not consider social pressure. b. the model was developed to deal with actual behavior, not with the outcomes of behavior. c. some outcomes are beyond the consumer's control. d. measures of attitude often do not really correspond to the behavior they are supposed to predict.

a. the model does not consider social pressure.

In the __________________, the consumer does not initially have a strong preference for one brand over another. Instead he acts on the basis of limited knowledge and then forms an evaluation only after the product has been purchased or used. a. Standard Learning Hierarchy b. Low-Involvement Hierarchy c. Experiential Hierarchy d. Habit Hierarchy

b. Low-Involvement Hierarchy

The theory of reasoned action is most closely associated with which of the following models? a. The Freudian psychoanalytic model. b. The Fishbein multi-attribute model. c. The Coward social dynamic model. d. The Northland central theorem model.

b. The Fishbein multi-attribute model.

Ruby believes that ice cream is fattening and therefore tries to avoid the temptation of eating it. Which of the following best describes the relationship between Ruby and ice cream? a. The ice cream is purely a product (P1). b. The ice cream is an attitude object (Ao) because of Ruby's feelings toward the product. c. The ice cream is a fantasy (F1) for Ruby. d. The ice cream is matched to a personality trait (Pt) of Ruby and this is what causes her difficulties in rejecting the product.

b. The ice cream is an attitude object (Ao) because of Ruby's feelings toward the product.

Balance theory perspective involves relations among three elements (a triad). Which of the following is not part of that triad? a. A person and his or her perceptions. b. The marketer and their strategy of image building. c. An attitude object (the object to be perceived). d. Some other person or object

b. The marketer and their strategy of image building.

Which of the following theoretical models measures attitude toward the act of buying (Aact), rather than only the attitude toward the product itself? a. The theory of cognitive dissonance. b. The theory of reasoned action. c. The theory of attribute justification. d. The simplex theory.

b. The theory of reasoned action.

A smoker is faced with a problem. He likes to smoke, but he knows that smoking has been linked to cancer. His solution to this dilemma is to find a middle ground by smoking a low tar and nicotine cigarette. This example illustrates consumer response based on which of the following theories? a. Self-perception theory. b. Theory of cognitive dissonance. c. Social judgment theory. d. Balance theory.

b. Theory of cognitive dissonance.

The ___________________ is defined as a predisposition to respond in a favorable or unfavorable manner to a particular advertising stimulus during a particular exposure occasion. a. attitude toward the object (Ao). b. attitude toward the advertisement (Aad). c. attitude toward the event (Ae). d. attitude toward the cognition (Ac).

b. attitude toward the advertisement (Aad).

Attitudes exist because they serve some function for the person. This statement is representative of which of the following theories of attitudes? a. ABC model of attitudes b. functional theory of attitudes c. low-involvement hierarchy d. latitude of rejection model

b. functional theory of attitudes

Researchers have added to the original Fishbein multi-attribute model. The name of this extended Fishbein model is: a. the linked Fishbein model. b. the theory of reasoned action. c. the Phillips model. d. the theory of social motivation.

b. the theory of reasoned action.

Tim Roberts is a great car salesman. He knows people accept and buy expensive products gradually. To make a sale, Tim tries to get consumers in a car for a test drive. He knows that once the customer has complied with the small request, the probability of an actual car sale will increase. Tim's technique is an example of which of the following sales strategies or techniques? a. "Follow my orders" strategy. b. "Show me the money" strategy. c. "Foot-in-the-door" technique. d. "Never stop selling" technique.

c. "Foot-in-the-door" technique.

Most researchers agree that an attitude has three components. Which of the following lists most accurately describe these three components? a. Value, ego, and intellect. b. Positive, negative, and neutral. c. Affect, behavior, and cognition. d. Local, social, and cultural.

c. Affect, behavior, and cognition.

_________________ considers relations among elements a person might perceive as belonging together. a. Social judgment theory b. The theory of relational objects c. Balance theory d. The theory of cognitive dissonance

c. Balance theory

Henry would like Phil for a roommate. They seem to get along fine and have many common interests. However, Phil smokes and Henry does not. The eventual solution to this potential problem is that Phil agrees to smoke outside the apartment and tries to quit through a nicotine patch. Henry agrees not to complain about the smell on Phil's clothes and to be supportive of his attempts to quit smoking. This illustration is an example of which of the following? a. Social judgment theory. b. The theory of relational objects. c. Balance theory. d. The theory of cognitive dissonance.

c. Balance theory.

Kanisha is confronted with a strange set of products during her most recent visit to the cosmetics counter at her favorite department store. Urban Grunge nail polish is "hot, hot, hot" according to recent ads. Kanisha likes the idea of a new nail polish but is unsure about the image that might be projected by the dull colors of the nail polish line. With such names as Street Slime, Garbage Goo, and Trash Can, caution might be the right move. Which of the following attitude functions is probably in play with Kanisha and her purchase decision? a. Utilitarian function. b. Knowledge function c. Ego-defensive function. d. Camaraderie function.

c. Ego-defensive function.

Sarah sees an ad for a popular deodorant. In the ad, a young girl is embarrassed on prom night because of a perspiration stain on her pink prom dress. The punch line of the ad says, "Is yours strong enough when you really need it?" Sarah thinks about her own product, an upcoming date with a new guy, and decides to switch to the advertised brand. Which of the following attitude functions most closely matches the above decisions made by Sarah? a. Utilitarian function. b. Value-expressive function. c. Ego-defensive function. d. Knowledge function.

c. Ego-defensive function.

In the ______________, the consumer considers purchasing based on an attitude of hedonic consumption (such as how the product makes them feel or the fun its use will provide). a. Standard Learning Hierarchy. b. Low-Involvement Hierarchy. c. Experiential Hierarchy. d. Habit Hierarchy.

c. Experiential Hierarchy.

Samuel buys a new brand of cologne based on the fact that it is a "unique sensory experience." Samuel's decision based on emotional response and intangible attributes, is most closely associated with which of the following hierarchies? a. Standard Learning Hierarchy. b. Low-Involvement Hierarchy. c. Experiential Hierarchy. d. Habit Hierarchy.

c. Experiential Hierarchy.

Samantha is using a multi-attribute model to make a decision on which college to attend. She has evaluated that scholarly reputation is more important than whether the the college has a good sports program. Which of the following elements is Samantha primarily using in her multi-attribute model to make her decision? a. Attributes. b. Beliefs. c. Importance weights. d. Goals.

c. Importance weights.

Simi Ghandi is never quite sure which brand of gum to buy. She tries some, likes some, rejects some. However, through a process of behavioral learning she does remember those brands that taste good and make her mouth fresh. The problem is that she cannot often remember the brands that are not so good and often repeats purchasing mistakes. "Oh well," says Simi, "gum buying is not that big a deal anyway." Which of the following hierarchies would most appropriately describe Simi's situation? a. Standard Learning Hierarchy. b. Experiential Hierarchy. c. Low-Involvement Hierarchy. d. Habit Hierarchy.

c. Low-Involvement Hierarchy.

Consumers value harmony among their thoughts, feelings, and behaviors; they are motivated to maintain uniformity among these elements. This statement illustrates which of the following theories? a. Self-perception theory. b. Balance theory. c. Principle of cognitive consistency. d. Social judgment theory.

c. Principle of cognitive consistency.

An attitude can form in several ways. For example, a teenager may come to model the behavior of friends and media figures who drink Pepsi because he or she believes that this act will allow him or her to fit in with the desirable images of the Pepsi Generation. Which of the following would the above example be most closely associated with? a. The attitude occurred because of classical conditioning. b. The attitude occurred because of instrumental conditioning. c. The attitude occurred because of a complex cognitive process. d. The attitude occurred because of a geodemographic process.

c. The attitude occurred because of a complex cognitive process.

The functional theory of attitudes was initially developed to explain how: a. people buy products. b. people reject certain classes of products without rational reasons. c. attitudes facilitate social behavior. d. global marketing can deal with cultural changes around the world.

c. attitudes facilitate social behavior.

Attitude tracking helps to increase the predictability of behavior by allowing researchers to analyze trends over an extended period of time. All of the following are changes that researchers look for over time EXCEPT: a. changes in different age groups. b. scenarios about the future. c. heredity. d. identification of change agents.

c. heredity.

Kelly is considering purchasing a new car. To do so, she reviews how she has bought cars in the past, what her preferences (brand loyalty) are, any new information that might have come her way, and what friends have told her about various models. She is highly involved in this decision, she has carefully weighed alternatives, and has come to what she perceives to be a thoughtful decision. Kelly's decision making is an example of which of the following hierarchies? a. Habit Hierarchy. b. Low-Involvement Hierarchy. c. Experiential Hierarchy. d. Standard Learning Hierarchy.

d. Standard Learning Hierarchy.

Daniel Katz described a variety of functions of attitudes. Which of the following is NOT one of those functions? a. The knowledge function. b. The utilitarian function. c. The value-expressive function. d. The gender placement function.

d. The gender placement function.

Which of the following theories states that "the criterion of behavior in the reasoned action model should be replaced with trying to reach a goal?" a. Theory of cognitive pressure and discontent. b. Theory of failure. c. Theory of action and reason. d. Theory of trying.

d. Theory of trying.

All of the following factors might be important to the theory of trying EXCEPT: a. attitudes toward success. b. expectation of success. c. attitude toward failure. d. attitude toward power and control.

d. attitude toward power and control.

According to the basic ABC model of attitude components, the component that refers to the beliefs a consumer has about an attitude object is called: a. affect b. behavior c. affinity d. cognition

d. cognition

Strategy can be developed using information from a Fishbein multi-attribute attitude model. All of the following are strategic opportunities and applications cited by the text EXCEPT: a. capitalize on relative advantages. b. strengthen perceived product/attribute linkages. c. add a new attribute. d. subtract an attribute.

d. subtract an attribute.