Consumer Behavior Chapter 5

A direct comparative message is the most common type of message in an ad.

False

According to the theory of reasoned action model, normative factors do not affect consumers' attitude-behavior relationship.

False

Favorability refers to how easily and readily an attitude can be retrieved from memory.

False

Informative ads tend to be less liked and generate negative consumer responses than ads that are not informative.

False

Personality is a relatively global and enduring evaluation of an object, issue, person, or action.

False

Research indicates that fear appeals that evoke guilt, regret, or challenge are ineffective in influencing consumers.

False

The affective function influences consumers' thoughts.

False

The hedonic dimension is when an ad provides information rather than creates feelings.

False

Two-sided messages are marketing messages that present only positive information.

False

A way to decrease counterarguments is through the disrupt-then-reframe technique.

True

Cognitive responses are the thoughts a person has when he or she is exposed to a communication, which may take the form of recognitions, evaluations, associations, images, or ideas.

True

Consumers tend to like a brand or product when there is a close match between their emotional receptivity and the emotional intensity expressed in an ad or by a salesperson.

True

Consumers with promotion-focused goals are motivated to act in ways to achieve positive outcomes, focusing on hopes, wants, and accomplishments.

True

People who are guided more by their own internal dispositions, called low self-monitors, are more likely to exhibit similar behavior patterns across situations than high self-monitors.

True

Perceived attractiveness is an important source characteristic affecting high-effort, emotionally based attitudes of consumers.

True

Sources are credible when they have one or more of three characteristics: trustworthiness, expertise, and status.

True

Which of the following statements is true of strong arguments in a message? a.Consumers are persuaded by a message containing a strong argument when they devote sufficient cognitive resources to processing the information. b.Strong arguments have a greater effect on behavioral intentions when consumers focus on the outcome of using a product rather than on the process of using it. c.Strong arguments have a negative effect on behavioral intentions, especially for low-to moderate-involvement products. d.Strong arguments concentrate on presenting a negative and limited viewpoint through the message. e.Combining a strong argument with an implicit conclusion in an ad message engenders less favorable brand attitudes among consumers with a high need for cognition.

a. Consumers are persuaded by a message containing a strong argument when they devote sufficient cognitive resources to processing the information.

Which of the following statements is true of direct comparative messages? a.Direct comparative messages are effective in generating attention and brand awareness.​ b.Direct comparative messages are used when an offering has a feature that is similar to that of a competitor's. c.Direct comparative messages are the most common type of comparative messages. d.Direct comparative messages have high credibility compared with other forms of messages. e.Direct comparative messages are messages in which an offering is compared with those of unnamed competitors.

a. Direct comparative messages are effective in generating attention and brand awareness.

_____ attempt to elicit anxiety by stressing the negative consequences of either engaging or not engaging in a particular behavior. a.Fear appeals b.Normative beliefs c.Source derogations d.Subjective norms e.Support arguments

a. Fear appeals

_____ refers to an ad providing information to consumers. a.The functional dimension b.The hedonic dimension c.Emotional appeal d.The sleeper effect e.Emotional contagion

a. The functional dimension

A two-sided message is one that: a.contains both positive and negative information. b.has both hedonic and utilitarian aspects. c.contains information from two different sources. d.uses two types of comparative advertising. e.opens up communication between two sources.

a. contains both positive and negative information.

Brad often watches advertisements for acne removal creams. When he listens to claims that the product makes the users' skin clearer in a few hours, he wonders, "No one's skin can become clear within hours. The product will not work." Brad's thoughts are examples of _____. a.counterarguments b.one-sided messages c.support arguments d.reasoning by analogy e.credibility

a. counterarguments

A TV commercial for a local blood bank features a young boy in urgent need of a blood transfusion. The commercial makes viewers feel guilty about not donating blood. This ad is using _____. a.fear appeal b.product placement c.comparative advertising d.the sleeper effect e.an analogy

a. fear appeal.

Attitude confidence refers to: a.how strongly we hold an attitude. b.how much we like or dislike something. c.how much we know about a product. d.how our evaluations regarding a brand are mixed. e.how easily and readily an attitude can be retrieved from memory.

a. how strongly we hold an attitude.

Ruelis Corp. is working on a new set of TV commercials. In one of its commercials, the company's product is displayed alongside a product from an unnamed company. The commercial compares one of its products with the other company's product. In this scenario, the commercial is using _____. a.​indirect comparative advertising b.fear appeal c.emotional contagion​ d.source derogation e.​word-of-mouth advertising

a. indirect comparative advertising

John likes an infomercial about a new piece of wearable technology. The celebrity in the infomercial explains how the technology works and shows its use in everyday life. In this scenario, John likes the ad because: a.of its utilitarian dimension. b.it creates the sleeper effect. c.of its two-sided message. d.both positive and negative information. e.it evokes fear appeal.

a. of its utilitarian dimension.

According to _____, consumers exert a lot of effort in responding to a message. a.the cognitive response model b.Weber's law c.Weber's theory d.Hofstede's law e.​the affective cognition theory

a. the cognitive response model

Attitudes are more likely to predict consumers' behavior when: a.the consumers are knowledgeable about the object of the attitude. b.the consumers are not emotionally attached to the product. c.the consumers are exposed to an advertising message but do not actually try the product. d.the consumers' cognitive involvement and elaboration are low. e.the consumers' affective involvement is low.

a. the consumers are knowledgeable about the object of the attitude.

Jeremiah watched an advertisement for a breakfast cereal on TV. The advertisement was endorsed by a famous actor. After a few weeks, he could not remember the actor who was featured in the ad, but he could remember the message of the ad. This is an example of _____. a.the sleeper effect b.the endowment effect c.symbolic motivation d.attitude confidence e.emotional contagion

a. the sleeper effect

_____ is an overall evaluation that expresses how much consumers like or dislike an object, issue, person, or action. a.Exposure b.An attitude c.Ability d.An opportunity e.Motivation

b. An attitude

In the context of attitudes, which of the following describes how attitudes influence consumers' behavior? a.​Emotional contagion b.Connative function c.Cognitive function d.Affective function e.Affective involvement

b. Connative function

_____ are thoughts that express disagreement with the message. a.Comparative arguments b.Counterarguments c.Source derogations d.One-sided arguments e.Affective responses

b. Counterarguments

Which of the following statements is true of source credibility? a.The sleeper effect does not occur when a message is delivered by a low-credibility source. b.Sources are credible when they are trustworthy, have expertise, and have high status. c.Consumers are more likely to believe that a source is credible when the source endorses multiple products. d.Consumers tend to believe official sources are more credible than ordinary people. e.Credible sources convince even those consumers who hold their existing attitude with confidence.

b. Sources are credible when they are trustworthy, have expertise, and have high status.

Which of the following statements is true of affective responses? a.They can be classified as counterarguments, support arguments, and source derogations. b.They are generally more influential than cognitive responses in shaping consumers' attitudes toward products. c.They take the form of recognitions and evaluations. d.Consumers use analytical process of attitude formation to generate affective responses. e.Consumers focused on their responsibilities and obligations tend to rely more on affective responses.

b. They are generally more influential than cognitive responses in shaping consumers' attitudes toward products.

Freulia Corp. is a manufacturer of personal care products. In one of its TV advertisements, the shampoo manufactured by Freulia Corp. is placed near the shampoo manufactured by Magnira Corp., another manufacturer of personal care products. The advertisement compares the features of Freulia Corp.'s shampoo with Magnira Corp.'s. This is an example of _____. a. word-of-mouth advertising b. direct comparative advertising c. a counterargument d. product placement e. the sleeper effect

b. direct comparative advertising

People who are guided by the views and behaviors of others are called _____. a. policy makers b. high-self monitors c. ethicists d. low-self monitors e.cord-cutters

b. high-self monitors

Which of the following statements is true of comparative messages? a.The most common type of comparative messages is the direct comparative message. b.Negatively framed comparative messages are more effective for promotion-focused consumers than positively framed comparative messages. c.Comparative messages show how much better the offering is than a competitor's offering. d.When motivation, ability, and opportunity is high, consumers are more likely to confuse the advertised brand with its competition. e.Comparative messages are useful in changing a consumer's negative first impression of a brand or company.

c. Comparative messages show how much better the offering is than a competitor's offering.

Which of the following statements is true of peripheral-route processing? a.It is an approach to attitude formation based on emotion. b.It happens when consumers' motivation, ability, and opportunity is high. c.Consumers' attitudes are based on tangential analysis of the message. d.Consumers form strong, accessible, and confidently held attitudes that are persistent and resistant to change. e.It involves high elaboration on the part of the consumer.

c. Consumers' attitudes are based on tangential analysis of the message.

_____ refers to the extent to which consumers are emotionally connected to a product or ad. a.Credibility b.Relevance c.Engagement d.Persistence e.Accessibility

c. Engagement

_____ occurs when consumers forget the source of a message more quickly than they forget the message. a.Symbolic motivation b.Emotional contagion c.The sleeper effect d.The endowment effect e.Attitude confidence

c. The sleeper effect

Which of the following best defines affective responses? a.They are recognitions and evaluations in response to a message. b.They are thoughts that discount or attack the message source. c.They are feelings and images in response to a message. d.They are responses generated through central-route processing. e.They are thoughts that express disagreement with a message.

c. They are feelings and images in response to a message.

Melissa watches an advertisement for Flyhigh Airlines on television. The advertisement brings back memories of family trips during her childhood, and it elicits an emotional response from her. In this scenario, Melissa's reaction to the advertisement can be categorized as a(n) _____. a.​two-sided response b.​counterargument c.​affective response d.​ambivalent response e.​ideal state

c. affective response

Sapone Inc. is a leading clothing manufacturer. Linda likes the patterns and the fit of its clothes, but she is not satisfied with their quality and price. She routinely tries clothes from different clothing brands when she hears positive reviews about them. In this case, Linda's attitude toward Sapone Inc. can be characterized as having _____. a.resistance b.persistence c.ambivalence d.confidence e.endurance

c. ambivalence

Robert has developed a favorable attitude toward a brand of stationery known as Impress because the brand is eco-friendly and promotes sustainability. He has since learned, through his own research, that Impress also engages in fair trade practices. Robert's attitude formation is an example of _____. a.attitude formation based on emotions b.the endowment effect c.central-route processing d.normative influence e.the sleeper effect

c. central-route processing

Vicky likes an advertisement for candies because it reminds her of the times her mother gave her a candy as a treat when she was a child. In this case, Vicky likes the ad because of: a.its utilitarian dimension. b.central-route processing. c.its hedonic dimension. d.its two-sided message. e.source derogation.

c. its hedonic dimension.

Sarah, a fitness enthusiast, watches a TV advertisement for the latest type of fitness equipment. She is impressed by the product and thinks that she needs to buy the equipment as soon as possible. In this case, Sarah's thoughts are examples of _____. a.strong arguments b.source derogations c.support arguments d.normative factors e.subjective norms

c. support arguments

Expectancy-value models are analytical processes that explain: a.how fear or anxiety are elicited by stressing negative consequences. b.the different levels of abstractness in the associations that a consumer has about concepts. c.the beliefs or knowledge consumers have about an object or action. d.how consumers' cultures can vary along four main value dimensions. e.​how losses loom larger than gains for consumers even when the two outcomes are of the same magnitude.

c. the beliefs or knowledge consumers have about an object or action.

_____ in attitudes occurs when our evaluations regarding a brand are mixed. a.Confidence b.Resistance c.Endurance d.Ambivalence e.Persistence

d. Ambivalence

_____ refers to how easily and readily an attitude can be retrieved from memory. a.Resistance b.Favorability c.Attitude confidence d.Attitude accessibility e.Persistence

d. Attitude accessibility

Which of the following statements is true of attitude-behavior relationship of consumers? a.Direct experience of a product decreases attitude accessibility for attributes that must be experienced. b.According to the theory of reasoned action model, normative factors are not likely to affect the attitude-behavior relationship.​ c.Low self-monitors are likely to exhibit less consistent attitude-behavior relationships than high-self monitors. d.Emotional attachment to a brand is a stronger predictor of actual purchase behavior than brand attitudes. e.Individuals who like to devote a lot of thought to actions will evidence weak attitude-behavior relationships.

d. Emotional attachment to a brand is a stronger predictor of actual purchase behavior than brand attitudes.

_____ refers to how much consumers like or dislike something. a.Resistance b.Attitude confidence c.Persistence d.Favorability e.Attitude accessibility

d. Favorability

Which of the following is an ego-focused response? a.Evaluation b.Recognition c.Doubt d.Happiness e.Association

d. Happiness

Who among the following is a low-credibility source? a.Jefferson, the CEO of a company, who has several years of experience in business management b.Daniel, a basketball player, who endorses an energy drink c.John, an airline employee, who advertises the airline he works for d.William, an actor, who endorses multiple products e.Marcus, a police officer, who advertises a home protection method

d. William, an actor, who endorses multiple products

Who among the following is a low-credibility source? a.Jefferson, the CEO of a company, who has several years of experience in business management b.Marcus, a police officer, who advertises a home protection method c.John, an airline employee, who advertises the airline he works for d.William, an actor, who endorses multiple products e.Daniel, a basketball player, who endorses an energy drink

d. William, an actor, who endorses multiple products

Some researchers have used the term central-route processing to describe the: a.attitude formation and change that involves low elaboration. b.approach that suggests that attitudes are based on emotions. c.attitude change when consumers' motivation, ability, and opportunity is low. d.attitude formation and change process when consumer processing effort is high. e.superficial analysis and processing of a message.

d. attitude formation and change process when consumer processing effort is high.

The _____ are analytical processes that explain how consumers form and change attitudes. a. affective response models b. fear appeal models c. affective heuristic models d. expectancy-value models e. emotional appeal models

d. expectancy-value models

With direct comparative advertising, advertisers: a.present two-sided messages about their offerings. b.explicitly discount or attack the competitor's message source. c.use the disrupt-then-reframe technique to disrupt consumers' cognitive processing of the communication. d.explicitly name a competitor or set of competitors and attack them on the basis of an attribute or benefit. e.show an offering that has features similar to that of a competitor's offering.

d. explicitly name a competitor or set of competitors and attack them on the basis of an attribute or benefit.

Match-up hypothesis refers to the: a.thought that discounts or attacks the message source. b.argument that is generated when a message is different from what consumers believe. c.attitude formation and change process when effort is low. d.idea that the source must be appropriate for the product or service. e.effect that occurs because consumers' memory of the message source decays rapidly.

d. idea that the source must be appropriate for the product or service.

David buys his favorite brand of chocolates every time he goes shopping. On the other hand, his friend, Alex, asks other's opinions while buying chocolates. In this scenario, David is a _____. a.spokesperson b.high-self monitor c.policy maker d.low-self monitor e.cord-cutter

d. low-self monitor

Which of the following statements is true of cognitive responses? a. Cognitive responses are generally more influential than affective responses. b. Consumers exert little effort in responding to a direct marketing message. c. Source derogations result in a favorable initial attitude or resistance to attitude change. d. Source derogations are thoughts that express agreement with the message. e. Consumers form attitudes based on their cognitive responses.

e. Consumers form attitudes based on their cognitive responses.

_____ deals with how consumers cope with the threat of death by defending their world view of values and beliefs. a.The sleeper effect b.The theory of reasoned action c.Weber's law d.The utilitarian dimension e.Terror management theory

e. Terror management theory

_____ is the model that provides an explanation of how, when, and why attitudes predict consumer behavior. a.The prospect theory b.The body feedback theory c.Weber's law d.Hofstede's law e.The theory of reasoned action

e. The theory of reasoned action

An indirect comparative message is: a. a message that is forgotten more quickly than the source. b. one in which a company's new product is compared to its original product. c. a thought that discounts or attacks the message source. d. a message delivered by a low-credibility source. e. one in which the offering is compared with those of unnamed competitors.

e. one in which the offering is compared with those of unnamed competitors.

The term _____ has been used to describe the attitude formation and change process when effort is low on the part of the consumer. a.​reasoning by analogy​ b.​endowment effect c.​online processing d.​sleeper effect e.​peripheral-route processing

e. peripheral-route processing

Mousetrap Corp.'s new advertisements feature Harris, a celebrity. Harris endorses the firm's products and claims that the products work wonders. Some consumers who were dissatisfied with the firm's products view the ad and think that he had been paid to present a positive picture of Mousetrap Corp. In this scenario, the consumers' responses are examples of _____. a.the endowment effect b.the sleeper effect c.one-sided messages d.source attractiveness e.source derogations

e. source derogations

Under peripheral-route processing, consumers' attitudes are based on: a.their high elaboration. b.the true merits of the message. c.their emotional experiences associated with the offering. d.the central issues contained within the message. e.the superficial cues within the message.

e. the superficial cues within the message.