MKG 310 Ch 11 Quiz

When considering consumers' ideal levels of performance on attributes when using a multi-attribute attitude model, which attitude index is best? a) 0 b) 25 c) 50 d) 100 e) Over 100

0

Which of the following statements adequately reflects the concept of attitude component consistency? a) All three attitude components do not change over time b) A change in one attitude component tends to produce related changes in the other components c) The three attitude components operate independently from each other, so a change in one component does not necessarily mean the others will change d) All three attitude components are equal in their influence on one's attitude e) Each component is equally important regardless of the situation

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

SAM (Self-Assessment Manikin) is used to assess which component of attitude? a) Cognitive b) Affective c) Behavioral d) Orientation e) Personality

Affective

Which of the following can be a component of a multi-attribute model? a) A consumer's attitude toward a particular brand b) A consumer's belief about how a brand performs on a given attribute c) The importance the consumer attaches to an attribute d) A consumer's ideal level of performance on an attitude e) All of the above

All of the above

Which of the following is a factor that may account for inconsistencies between measures of beliefs and feelings and observations of behavior? a) Lack of need b) Failure to consider relative attitudes c) Failure to consider interpersonal influence d) Failure to consider situational factors e) All of the above

All of the above

Which of the following is a strategy for altering the cognitive component of a consumer's attitude? a) Change beliefs b) Shift beliefs c) Add beliefs d) Change ideal e) All of the above

All of the above

A learned predisposition to respond in a consistently favorable or unfavorable manner with respect to a given object is known as a(n) _____. a) Belief b) Emotion c) Attitude d) Cognition e) Attribute

Attitude

Segmenting consumers on the basis of their most important attribute or attributes is called _____. a) Benefit segmentation b) Demographic segmentation c) Psychographic segmentation d) Attribute segmentation e) Utilitarian segmentation

Benefit segmentation

Carissa is highly involved in 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? a) Primary route b) Secondary route c) Central route d) Peripheral route e) Direct route

Central route

The elaboration likelihood model posits two routes to persuasion, which are the _____. a) Primary route and permanent route b) Temporary route and permanent route c) Central route and peripheral route d) Manifest route and latent route e) Direct route and indirect route

Central route and peripheral route

Which component of attitudes consists of a consumer's beliefs about an object? a) Affective b) Cognitive c) Factual d) Behavioral e) Utilitarian

Cognitive

Attitude components tend to be _____. a) Inconsistent b) Consistent c) Irregular d) Disparate e) None of the above

Consistent

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? a) One-sided message b) Two-sided message c) Fear appeal d) Third-party endorsement e) Comparative ad

Fear appeal

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) _____. a) Biased message b) One-sided message c) Two-sided message d) Positive appeal e) Comparative ad

One-sided message

Which type of appeal involves the consumer of one or more functional benefits that are important to the target market? a) Multi-sided message b) Value-expressive appeal c) Utilitarian appeal d) Factual appeal e) Supportive appeal

Utilitarian appeal