MKG 310 CH 11

When considering consumers' ideal levels of performance on attributes when using a multiattribute attitude model, which attitude index is best?

0

Which of the following statements adequately reflects the concept of attitude component consistency?

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

humorous appeals

Ads built around humor appear to increase attention to and liking of the ad, particularly for those individuals high in need for humor

Which of the following can be a component of a multiattribute model?

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?

All of the above

Which of the following is a strategy for altering the cognitive component of a consumer's attitude?

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) _____.

Attitude

SAM (Self-Assessment Manikin) is used to assess which component of attitude?

Attitude

Segmenting consumers on the basis of their most important attribute or attributes is called _____.

Benefit segmentation

Carissa is highly involved is 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?

Central route

The elaboration likelihood model posits two routes to persuasion, which are the _____.

Central route and peripheral route

Which component of attitudes consists of a consumer's beliefs about an object?

Cognitive

Attitude components tend to be _____.

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?

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) _____.

One sided message

benefit segmentation

Segmenting consumers on the basis of their most important attribute or attributes

fear appeals

Use the threat of negative (unpleasant) consequences if attitudes or behaviors are not altered

Which type of appeal involves informing the consumer of one or more functional benefits that are important to the target market?

Utilitarian appeal

sponsorship

company providing financial support for an event such as Olympics, concert, etc.

source credibility

consists of trustworthiness and expertise

cogntiive component

consumers beliefs about an object Feature and benefits

comparative ads

directly compare the features or benefits of two or more brands

emotional ads

emotional appeals - designed primarily to elicit a positive affective response rather than to provide information or arguments

attitude

enduring organization of motivational, emotional, perceptual, and cognitive processes with respect to some aspect of our environment The way one feels, thinks, and acts toward some aspect of his or her environment (such as retail store, tv program)

affective component

feelings or emotional reactions to an object "I love diet coke", "I hate diet coke"

ambivalent attitude

holding mixed beliefs and/or feelings about an attitude object

behavioral component

one's tendency to respond in a certain manner toward an object or activity

attribute framing

only a single attribute is the foucs of the frame

one sided messages

only one point of view is expressed

testimonial ad

person, generally a typical member of target market, recounts his or her successful use of the product, service or idea

mere exposure

presenting a brand to an individual on a large number of occasions might make the individual's attitude toward the brand more positive

two sided messages

presenting both good and bad points, most marketers are reluctant try such an approach

message framing

presenting one of two equivalent value outcomes either in positive or gain terms (positive framing) or in negative or loss terms (negative framing)

aesthetic appeal

tap consumer's affective reactions by going beyond the cognitive associations of functionality

elaboration likelihood model

theory about how attitudes are formed and changed under carrying conditions of involvement

goal framing

where message stresses either the positive consequences of performing an act or the negative consequences of not performing the act

spokescharacters

• Tony the tiger • Can be animated • Complete image control

value expressive appeals

•Attempt to build personality for the product or create an image of the product user •Most effective for products designed to enhavne self-image or provide other intangible benefits

utilitarian appeals

•Involve informing the consumer of one or more functional benefits that are important to the target market •Most effective for functional products and value expressive appeals are most effective for functional products