Chapter 8 Marketing

M-commerce most likely takes place through ________.

Cell phones

________ 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.

Comparative advertising

Researchers agree that there are various levels of commitment to an attitude. The lowest form of involvement is ________.

Compliance

The source of a message has an impact on whether the message will be accepted or not. Two particularly important source characteristics are ________.

Credibility and attractiveness

________ considers how people perceive relations among different attitude objects, and how they alter their attitudes to remain consistent.

Balance theory

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.

Feedback

Physically attractive people are perceived as smarter, cooler, and happier than average people. These perceptions are a result of the ________.

Halo effect

All multiattribute attitude models specify the importance of attributes, beliefs, and ________.

Importance weights

Researchers agree that there are various levels of commitment to an attitude. The highest level of involvement is ________.

Internalization

________ is the first element in the traditional communications model.

Source

A communicator's expertise, objectivity and trustworthiness refer to ________.

Source credibility

Which theory of attitudes states that people are motivated to take action to resolve inconsistencies between attitudes and behaviors?

Theory of cognitive dissonance

A component of a hierarchy of effects is ________.

All of the above

One element in the muliattribute attitude model is ________.

Beliefs

Psychologist David Katz developed the ________ of attitudes.

Functional theory

Researchers have added to the original Fishbein multiattribute model. The name of this extended-Fishbein model is the ________.

Theory of reasoned action

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 central route

Emphasizing the negative consequences that may occur unless a consumer changes behavior is called ________.

A fear appeal

The balance theory perspective involves relations among three elements (a triad). Which of the following is one of the elements of the triad?

A person and his or her perceptions

A component of the ABC model of attitude is ________.

All of the above

________ is a lasting, general evaluation of people, objects, advertisements, or issues.

An attitude

A(n) ________ is a lasting, general evaluation of people (including oneself), objects, advertisements, or issues.

Attitude

The functional theory of attitudes was initially developed to explain how ________.

Attitudes facilitate social behaviors

Source ________ refers to the perceived social value of a message source.

Attractiveness

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).

Experiential

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?

Internalization

The ________ function of attitudes applies when a person is in an ambiguous situation and needs order, structure, or meaning.

Knowledge

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.

Low-involvement

The ________ route to persuasion is taken when the receiver is not really motivated to think about the arguments made in a communication message.

Peripheral

________ acknowledges that marketers will be more successful when they communicate with consumers who have already agreed to listen to them.

Permission marketing

________ occurs when people appear to "forget" about the negative source and change their attitude.

The sleeper effect

Which of the following theories measures attitude toward the act of buying, rather than only the attitude toward the product itself?

The theory of reasoned action

________ states when a person is confronted with inconsistencies among attitude or behavior, he/she will take action to restore consistency.

Theory of cognitive dissonance

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.

Two-factor theory

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.

Two-sided

Which attitude function is associated with a focus on particular social identities and lifestyles (e.g., "What sort of man reads Playboy?")?

Value-expressive