chapter 11con quiz

When considering consumers' ideal levels of performance on attributes when using a multiattribute attitude model, which attitude index is best? 0 25 50 100 over 100

0

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

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

Generally speaking, compared to attitudes formed under the peripheral route, attitudes formed under the central route tend to be stronger. more resistant to counterpersuasion attempts. more accessible from memory. more predictive of behavior. All of these choices are correct.

All of these choices are correct.

Which of the following is not a way emotional ads may enhance persuasion? by increasing attention of the ad and, therefore, ad recall by increasing liking of the ad by increasing product liking through classical conditioning by increasing product liking through high-involvement processes All of these choices are ways emotional ads may enhance persuasion.

All of these choices are ways emotional ads may enhance persuasion.

Which of the following statement is true regarding comparative advertising? Comparative advertising is more effective regardless of the source. Comparative advertising is particularly effective for promoting established, market-share leader brands. Audience characteristics, especially brand loyalty associated with the sponsoring brand, are important. Broadcast media, particularly radio, appear to be better vehicles for comparative advertisements. A partially comparative ad is one in which a specific competitor is not named.

Audience characteristics, especially brand loyalty associated with the sponsoring brand, are important.

Which of the following is not a reason why celebrity sources are effective? Celebrities may attract attention to the advertisement. A celebrity's likeability and popularity often translate into higher Aad, which can enhance brand attitudes. Some celebrities are also experts. Celebrities are physically attractive, and research has shown that individuals will agree with a physically attractive person regardless of the message or their own initial attitude. Consumers may identify with or desire to emulate the celebrity.

Celebrities are physically attractive, and research has shown that individuals will agree with a physically attractive person regardless of the message or their own initial attitude.

Which of the following statements is false regarding humorous appeals? Ads built around humor appear to increase attention to the ad. The overall effectiveness of humor is generally increased when the humor relates to the product or brand in a meaningful way. Humorous ads are low risk because they tend to translate well across situations and cultures. Companies have been successful using humor that is only loosely tied to the product. Ads built around humor appear to increase liking of the ad.

Humorous ads are low risk because they tend to translate well across situations and cultures.

__________ refers to presenting one of two equivalent value outcomes either in positive or gain terms or in negative or loss terms. Message sidedness Message framing Benefit segmentation Positive/negative message Priming

Message framing

Which of the following is false regarding the central route to persuasion in the elaboration likelihood model? Consumers exhibit high involvement with the product, message, or decision. Consumers exhibit strong attention focused on central, product-related features and factual information. Consumers experience conscious thoughts about product attributes and use outcomes. Persuasion operates through classical conditioning. Persuasion generally alters product beliefs.

Persuasion operates through classical conditioning.

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? Change consumers' beliefs about attributes of his restaurant. Use positive music in their advertisements so that over time consumers will transfer the positive affect associated with the music to the restaurant. Convince consumers that an attribute for which this restaurant is strong is more important than other attributes consumers consider for this product category. Inform consumers that delivery is now available. Offer coupons to get consumers to visit the restaurant.

Use positive music in their 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 attempt to build a personality for the product or create an image of the product user. Utilitarian appeals are most effective for functional products. Products serve either a utilitarian purpose or a value-expressive purpose but not both. For value-expressive products, banner ads on websites serve primarily to transport consumers to the more detailed target ads or sites. All of these choices are correct.

Utilitarian appeals are most effective for functional products.

In an attempt to alter consumers' cognitive component of their attitude toward 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? change beliefs shift importance add beliefs change ideal change feelings

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. aspirational appeal. benefit appeal. social appeal. personality appeal.

aesthetic 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? cognitive affective behavioral latent manifest

affective

Kimberly-Clark is interested in mothers' emotional reactions to their 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? knowledge cognitive affective behavioral orientation

affective

SAM (Self-Assessment Manikin) is used to assess which component of attitude? cognitive affective behavioral orientation personality

affective

Madeline has a(n) __________ toward Coke, whereby she simultaneously really likes the taste but also is really negative about the brand because it has high calories. relative attitude lack of ability ambivalent attitude interpersonal influence All of these choices are correct.

ambivalent attitude

Caleb learned from his parents that littering was bad, so when he sees someone doing it, he forms an unfavorable impression of that person. Caleb's learned predisposition to dislike someone who litters represents his emotion. personality. attitude. orientation. intelligence.

attitude.

The simplest form of message framing where only a single attribute is the focus of the frame is known as priming. a one-sided message. goal framing. simple framing. attribute framing.

attribute framing.

Segmenting consumers on the basis of their most important attribute or attributes is called benefit segmentation. demographic segmentation. psychographic segmentation. attribute segmentation. utilitarian segmentation

benefit segmentation

Marketers must promote __________ rather than __________, especially for less knowledgeable consumers and for complex products. features, benefits benefits, avoidance benefits, features features, contents consistency, inconsistency

benefits, features

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

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? primary route secondary route central route peripheral route direct route

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 than imports. Consumers' attitudes are slow to change, however, and marketers must use which strategy to change the cognitive component of consumers' attitudes? change beliefs shift importance add beliefs change ideal change feelings

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? affective cognitive factual behavioral utilitarian

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? one-sided message two-sided message fear appeal third-party endorsement comparative ad

comparative ad

Which of the following is an individual factor that can influence attitude change? program context level of viewer distraction buying occasion consumer knowledge All of these choices are correct.

consumer knowledge

A loyal consumer will often use __________ to protect their brand by reducing the importance they put on a given attribute. avoiding discrediting discounting containment skipping

discounting

Which of the following is a theory about how attitudes are formed and changed under varying conditions of involvement? cognitive dissonance theory theory of reasoned action elaboration likelihood model attribution theory noncompensatory theory

elaboration likelihood model

Which type of ad is designed primarily to elicit a positive affective response rather than to provide information or arguments? one-sided message two-sided message fear appeal emotional ad comparative ad

emotional ad

Which of the following is not a factor accounting for inconsistencies between measures of beliefs and feelings and observations of behavior? lack of need lack of ability weakly held beliefs and affect failure to consider negative reactions failure to consider interpersonal influence

failure to consider negative reactions

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? one-sided message two-sided message fear appeal third-party endorsement comparative ad

fear appeal

Which type of message framing stresses either the positive outcomes of performing a behavior or the negative outcomes of not performing a behavior? attribute framing two-sided framing goal framing end-state framing benefit/loss framing

goal framing

Appeal characteristics represent __________ a message is communicated. by whom when where how the timing by which

how

Simply presenting a brand to an individual on a large number of occasions to make the individual's attitude toward the brand more positive is known as mere exposure. the familiarity effect. positive exposure. repetitive exposure. the saturation effect.

mere exposure.

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? multiattribute attitude model cognitive assessment model belief assessment model summation model attribute heuristic model

multiattribute attitude model

Which of the following is used to understand a consumer's cognitive component of attitude? attribution theory cognitive dissonance theory multiattribute attitude model attitude consistency theory attitude perception model

multiattribute attitude model

Kellogg recently dropped Olympic swimmer Michael Phelps as a celebrity endorser. Kellogg's decision was based on the age of the celebrity. over exposure of the celebrity. negative behavior involving the celebrity. a contract dispute. conflict of interest with another sponsor.

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) biased message. one-sided message. two-sided message. positive appeal. comparative ad.

one-sided message.

Changing behavior prior to changing affect or cognition is based primarily on classical conditioning. operant conditioning. iconic rote learning. analytical reasoning. mere exposure.

operant conditioning.

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? primary route secondary route central route peripheral route indirect route

peripheral route

Dr. Thomas, a doctor and local news medical correspondent, has frequently appeared in "Ask the Doctor" segment on local news Radio. Dr. Thomas is highly esteemed in his field and provides up-to-date medical information for viewers and provides answers to callers' questions. Sometimes he recommends specific remedies and products, and Valerie, a regular listener of the segment, trusts what he says or recommends because he doesn't seem to have an apparent motive to mislead listeners. Which characteristic does Dr. Thomas possess? source credibility source derogation source experience source likeability source attractiveness

source credibility

Tony the Tiger, the Jolly Green Giant, and the Aflac duck are examples of celebrity spokespersons. sponsors. spokescharacters. two-sided messages. inanimate celebrity characters.

spokescharacters.

Which of the following occurs when a company provides financial support for an event such as the Olympics or a concert? third-party endorsement sponsorship celebrity endorsement source credibility two-sided message

sponsorship

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? single message two-sided message comparative ad testimonial ad demonstration

testimonial ad

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. testimonial. two-sided message. sponsorship. message frame.

third-party endorsement.

How does mere exposure enhance attitudes? by changing beliefs by adding beliefs through enhanced familiarity through shifting importance by changing perceptions of the ideal

through enhanced familiarity

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? truthful message one-sided message two-sided message negative/positive message balanced message

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 over $3.00 per gallon, which made the information important to consumers. This is an example of which type of appeal? value-expressive appeal comparative ad two-sided message utilitarian appeal supportive appeal

utilitarian appeal

Instead of featuring any functional benefits of the product or brand in ads for the iPod, this product was introduced by showing a silhouette of a person dancing with the white earbuds and holding a white iPod MP3 player. Which type of advertising appeal does this illustrate? one-sided message two-sided message testimony value-expressive appeal utilitarian appeal

value-expressive appeal