MKG 310 chapter 11

Tony the Tiger, the Jolly Green Giant, and the Aflac duck are examples of _____.

spokecharacters

The owner of a local restaurant wants to enhance consumers' attitudes toward his restaurant by changing the affective component of their attitude. Which of the following is an appropriate approach to achieve this objective?

Use positive music in his advertisements so that, over time, consumers will transfer the positive affect associated with the music to the restaurant.

Which of the following is TRUE regarding value-expressive versus utilitarian appeals?

Utilitarian appeals are most effective for functional products.

In an attempt to alter consumers' cognitive component of their attitude toward the Pepsi brand of cola, a freshness date was added on the cans. Pepsi wanted consumers to consider this attribute that was never a consideration before. Pepsi was using which strategy to alter the cognitive structure of a consumer's attitude?

add beliefs

Nike has several models of athletic shoes, and most have high functionality. However, several models are also sleek looking and can actually make a fashion statement for the wearer as well as performing the functional aspects of the product. By going beyond the cognitive associations of functionality and attempting to tap consumers' affective reactions, Nike and other marketers are developing products with _____.

aesthetic appeal

Kimberly-Clark is interested in mothers' emotional reactions to its Huggies brand of disposable diapers, which usually have popular characters or cute designs printed on them. Which component of attitude is Kimberly-Clark interested in?

affective

Madeline has a(n) _____ toward Regular Coke, whereby she simultaneously really likes the taste but also is really negative about the brand because it has high calories.

ambivalent attitude

Addison is a brand manager and wants consumers to form attitudes that are strong, resistant to counter persuasion attempts, more accessible from memory, and more predictive of behavior. Which route of the elaboration likelihood model should he encourage consumers to take?

central route

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

For years, American automobiles did not have the level of quality that foreign, particularly Japanese, automobiles had. However, that has changed, and most automobiles built in the United States have comparable or superior quality compared with imports. Consumers' attitudes are slow to change, however, and marketers must use which strategy to change the cognitive component of consumers' attitudes?

change beliefs

Mitch likes Toyota automobiles because he thinks they have the highest reliability of all automobiles. His belief about Toyota's reliability represents which component of Mitch's attitude?

cognitive

An advertisement for AT&T long distance telephone service split the screen in two and showed a person on each screen talking on the telephone. Below each person, there was a running total of the cost of the call. At the end of the commercial, the total cost on the AT&T side was lower than that for the Sprint side. This is an example of which type of ad?

comparative ad

T/F Research has shown that using high levels of fear in advertising such that consumers feel threatened are the most effective.

false

The logic underlying the multiattribute attitude model is that all the components of an attitude are generally inconsistent.

false

Duane is attempting to determine consumers' attitudes toward his restaurant by asking them their beliefs about how his restaurant performs on several attributes, such as price, ambience, quality of the food, and friendliness of service. Consumers can rate his restaurant with a score of 1 to 7 for each of these attributes, with 7 being the highest. Duane adds up the scores to see how he performs, using the assumption that a higher total is better. At a basic level, which type of model is Duane using?

multi-attribute attitude model

Kellogg recently dropped Olympic swimmer Michael Phelps as a celebrity endorser. Kellogg's decision was based on ___________.

negative behavior involving the celebrity

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

Dana is watching television when a commercial for a brand of bathroom cleaner comes on. She is not very interested in the product category, but the ad was entertaining and made her laugh. As a result, she had a positive attitude toward the brand of cleaner advertised. According to the elaboration likelihood model, which route to persuasion influenced Dana?

peripheral route

Advertisements and packages for Kellogg's Smart Start breakfast cereal include the seal of the American Heart Association, indicating that it is a hearty, healthy choice. This seal can influence consumers to purchase this brand because the American Heart Association has a reputation of trustworthiness and expertise. The seal appearing on packages and in advertisements represents a _____.

third-party endorsement

T/F One critical aspect of attitudes is that all three components tend to be consistent.

true

For years, L'Oreal hair color would say in their ad that L'Oreal is "expensive, but you're worth it." This is an example of which type of advertisement?

two-sided message

An advertisement for the Honda Civic Hybrid featured gas mileage in the subheading (49 city/51 highway). The copy also noted that owners of this automobile may be eligible for a clean-fuel tax deduction. At the time this ad appeared, gas was more than $3.00 per gallon, which made the information important to consumers. This is an example of which type of appeal?

utilitarian appeal

Janice and her mother were visiting an art gallery, and they were looking at modern art. When they came to one painting, Janice said, "I like that." When her mother asked her why she liked it, all she could say was, "I don't know, I just like it." Which component of attitude does this represent?

affective

T/F Value-expressive appeals involve informing the consumers of one or more functional benefits that are important to the target market.

false

Anne appears in a television commercial for a local chiropractor. She tells the audience how she suffered from migraine headaches several times a month. However, once she started treatment at this particular chiropractor, her headaches disappeared. She claimed, "I kept expecting them to come back, but they didn't. I have a whole new lease on life, thanks to Peavy Chiropractic!" Which type of ad is this?

testimonial ad