MKG 310 Chapter 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

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

A. benefit segmentation

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

B. 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?

B. affective

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

B. cognitive

Attitude components tend to be _____.

B. consistent

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) _____.

B. one-sided message

A learned predisposition to respond in a consistently favorable or unfavorable manner with respect to a given object is known as a(n) _____.

C. attitude

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?

C. central route

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

C. central route and peripheral route

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?

C. fear appeal

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

C. utilitarian appeal

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

E. 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?

E. all of the above

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

E. all of the above