Chapter 6: Consumer Attitude Formation and Change
1) In a consumer behavior context, ________ are learned predispositions to behave in a consistently favorable or unfavorable way with respect to a given object.
A) attitudes
47) Recent research has found that largely cognitive processing, via the ________, has an emotional core.
A) central route
23) According to the ________, to understand consumers' intentions we also need to measure the subjective norms that influence an individual's intention to act. A) theory-of-reasoned-action model B) trying-to-consume model C) attitude-toward-object model D) attitude-toward-behavior model E) attitude-toward-the-ad model
Answer: A
30) According to the attitude-toward-the-ad model, the consumer forms various feelings and judgments as a result of exposure to an ad. If the consumer likes the ad, ________. A) he is more likely to buy the product B) he is less likely to buy the product C) he is less likely to encounter environmental impediments to consumption D) his like or dislike has no relevance to his likelihood of purchasing the product E) he is more likely to attribute satisfaction with the product internally
Answer: A
37) With its slogan "Because self-confidence is priceless," Iron Band Deodorant is trying to attract customers by emphasizing the brand's ________. A) ego-defensive function B) utilitarian function C) value-expressive function D) knowledge function E) intention function
Answer: A
24) ________ involve both the beliefs that the consumer attributes to relevant others, such as friends and parents, and the consumer's motivation to comply with the beliefs held by those relevant others. A) Niche markets B) Subjective norms C) Direct experiences D) External attributions E) Foot-in-the-door techniques
Answer: B
36) Ben has a positive attitude toward Nova Hiking Gear because a pair of Nova hiking boots he owns have proven to be very durable and to provide good support during long hikes. Ben has formed this attitude based on the boots' ________. A) ego-defensive function B) utilitarian function C) value-expressive function D) knowledge function E) intention function
Answer: B
97) Individuals who try a brand without any inducements or individuals who buy a brand repeatedly are more likely to consider that they buy the brand because they like it, rather than because it was free or on sale.
Answer: TRUE
98) When cognitive dissonance occurs after the purchase it is called post-purchase dissonance.
Answer: TRUE
99) If a first request for a $1,000 contribution to your university's alumni foundation is followed by a second, less costly request for $150, the person soliciting the funds may be using the door-in-the-face technique.
Answer: TRUE
4) Attitudes stemming from ________ are more confidently held, more enduring, and more resistant to competitors' messages than attitudes originating from promotional messages only.
B) product usage
91) Highly involved consumers use attribute-based information to evaluate brands, whereas less involved consumers apply simpler decision rules.
Answer: TRUE
93) Central inducements have greater staying power over time than secondary inducements.
Answer: TRUE
17) ________ portray consumers' attitudes with regard to an attitude object as a function of consumers' perceptions and assessment of the key attributes or beliefs of that object. A) Multiattribute attitude models B) Functional models C) Dual mediation models D) Cognitive dissonance theories E) Tricomponent attitude models
Answer: A
3) The shift from no attitude to an attitude is a result of ________.
C) learning
2) John is conducting research on American attitudes toward European car brands, particularly Volkswagen, Volvo, Mercedes, and BMW. The car brands he is researching are ________.
C) objects
10) ________ include the knowledge and perceptions that are acquired by a combination of direct experience with the attitude object and related information from varied sources. A) Affectations B) Emotions C) Cognitions D) Objectives E) Conations
Answer: C
12) Roy is looking to buy a new HDTV set. He knows from friends that LCD set screens reflect less light than plasma set screens, but that LCD sets are also more subject to blurring than plasma sets. This is an example of the ________ component of his attitude toward HDTVs. A) conative B) objective C) cognitive D) affective E) situational
Answer: C
15) In marketing and consumer research, the conative component of the tricomponent attitude model is frequently treated as an expression of the consumer's ________. A) attitude B) level of familiarity C) intention to buy D) attitude toward the object E) ego-defensive function
Answer: C
19) According to the attitude-toward-object model, the consumer's attitude toward a product is a function of ________. A) price B) communication messages the consumer receives C) the presence or absence of certain product-specific beliefs or attitudes D) the consumer's intention to behave in a certain way E) consumers' subjective norms
Answer: C
62) One of the criteria used by consumers to confirm their initial attributions about objects is ________, which means that the reaction (the prior inference) is perceived in the same way by other consumers. A) distinctiveness B) consistency over time C) consistency over modality D) consensus E) self-defense
Answer: D
34) The objective of the "tunathewonderfish.com" website and related campaign was to ________. A) communicate that tuna is good for your heart B) communicate that tuna is part of a healthy diet C) communicate that tuna is great on the go D) restore consumer confidence in tuna E) all of the above
Answer: E
76) Attitudes can be directly observed.
Answer: FALSE
95) Marketers can help consumers relieve their dissonance by including messages in their advertising specifically aimed at reinforcing consumers' decisions by complimenting their wisdom, offering stronger guarantees or warranties, increasing the number and effectiveness of its services, or providing detailed brochures on how to use its products correctly.
Answer: TRUE
85) If consumers like the ad they see, they are more likely to buy the product.
Answer: TRUE
38) Ads for cosmetics and personal care products acknowledge the fact that people want to protect their self-images from inner feelings of doubt. This is consistent with which basic motivational functions? A) the ego-defensive function B) the knowledge function C) the utilitarian function D) the value-expressive function E) the intention function
Answer: A
45) When consumers are willing to exert the effort to comprehend, learn, or evaluate the available information about the attitude object, learning and attitude change occur via the ________ to persuasion. A) central route B) celebrity endorsement C) peripheral route D) functional approach E) dual mediation model
Answer: A
48) Central brand claims that are critical to the evaluation of the product's utilitarian attributes are most likely processed via the ________. A) central route B) tricomponent route C) functional route D) primary route E) peripheral route
Answer: A
53) In order to reduce ________, consumers can rationalize their purchase decision as being wise, seek out advertisements that support their choice, try to "sell" friends on the positive features of the brand, or look to known satisfied owners for reassurance. A) post-purchase dissonance B) emotionally charged states C) defensive attribution D) subjective norms E) attitude formation
Answer: A
57) ________ suggests that attitudes develop as consumers look at and make judgments about their own behavior. A) Self-perception theory B) Cognitive dissonance theory C) Attribution theory D) Buyer intention theory E) Attitude theory
Answer: A
64) If an MBA alumnus considers donating to the program, but is concerned about whether he will become part of a select group if he donates, he is trying to seek reinforcement for his initial attributions via ________. A) distinctiveness B) consistency over time C) consistency over modality D) consensus E) self-defense
Answer: A
67) In the COFFEE MINI CASE, Linda's initial resistance to the idea of trying Sunrise Coffee arises from which of the following multiattribute attitude models? A) attitude-toward-behavior model B) trying-to-consume model C) attitude-toward-object model D) attitude-toward-consumer model E) attitude-toward-the-ad model
Answer: A
7) Attitudes that develop through ________ tend to be more confidently held, more enduring, and more resistant to attack than those developed via ________. A) direct experience; indirect experience B) internal attribution; external attribution C) utilitarian function; knowledge function D) cognition; emotions E) direct marketing; niche marketing
Answer: A
71) In the PUB MINI CASE, ________ is the attitude object. A) the pub B) the Irish community C) the advertising message D) Sean E) the price point
Answer: A
73) In the PUB MINI CASE, Sean enjoys the feeling the pub gives him of connection with his Irish heritage. This is the ________ of his attitude toward the pub. A) affective component B) effective component C) cognitive component D) conative component E) prospective component
Answer: A
16) ________ assess(es) the likelihood of a consumer purchasing a product or behaving in a certain way. A) Cognitive dissonance theory B) Buyer intention scales C) Attitude-change strategies D) Emotionally charged states E) Self-perception theory
Answer: B
25) If an undergraduate student was considering getting a tattoo and stopped to ask herself what her parents would think of such behavior, such a reflection would constitute her ________. A) internal attribution B) subjective norm C) direct experience D) external attribution E) niche
Answer: B
26) Which of the following are considered to be underlying factors that are likely to produce a subjective norm? A) conative predispositions and cognitions B) normative beliefs and motivation to comply with relevant others C) affective predispositions toward the behavior and motivation to comply with others D) intrinsic and extrinsic attributions E) intention and normative beliefs
Answer: B
27) An extension of the theory-of-reasoned-action model is the ________, which adds the construct of perceived behavioral control, which is a consumer's perception of whether the behavior is or is not within his or her control. A) trying-to-consume model B) theory of planned behavior C) attitude-toward-object model D) attitude-toward-behavior model E) attitude-toward-the-ad model
Answer: B
28) The ________ is designed to account for cases in which the action or outcome is desired but not certain, and reflects the consumer's attempts to consume, whether or not they are successful. A) theory-of-reasoned-action model B) trying-to-consume model C) attitude-toward-object model D) attitude-toward-behavior model E) attitude-toward-the-ad model
Answer: B
29) In the theory of trying to consume, the consumer's attempts to consume may be a result of ________ or ________ impediments that prevent the desired action or outcome. A) personal; social B) personal; environmental C) social; environmental D) physical; economic E) economic; environmental
Answer: B
33) The tuna marketers' task in the "tunathewonderfish.com" website and related campaign was to ________. A) turn an approach object into an avoidance object B) turn an avoidance object into an approach object C) turn a knowledge object into a utilitarian object D) turn a utilitarian object into a knowledge object E) turn a utilitarian object into an avoidance object
Answer: B
35) Changing attitudes according to their applicable consumer motivations is known as the ________. A) favorable approach B) functional approach C) competitive approach D) industrial approach E) goodwill approach
Answer: B
39) An ad for a new allergy medication includes a bar graph which demonstrates the product's superiority by contrasting its allergy symptom relief abilities with other allergy medications. This is consistent with which basic motivational functions? A) the ego-defensive function B) the knowledge function C) the utilitarian function D) the value-expressive function E) the intention function
Answer: B
41) An example of the ________ function of motivation is for Crest to point out how its new toothbrush is superior to all other toothbrushes in controlling gum disease by removing more plaque. A) ego-defensive B) knowledge C) utilitarian D) value-expressive E) intention
Answer: B
42) Tom is looking to lose weight by cutting carbohydrates out of his diet, particularly from regular sodas, but has a negative attitude towards diet. Diet Coke promotes its association with the American Heart Association, which generates goodwill from Tom. What strategy did the company use? A) changing the relative evaluation of attributes B) associating the product with a special group, event or cause C) changing the basic motivational function D) changing consumer beliefs about competitor brands E) changing consumers' subjective norms
Answer: B
43) Which of the following is true of consumer brand beliefs in the context of changing consumer attitudes? A) Consumers tend to interpret ambiguous information in ways that challenge their preexisting attitudes. B) Consumers frequently resist evidence that challenges strongly held attitudes or beliefs. C) The easiest way to change consumer attitudes is to attack longstanding brand beliefs. D) Consumers generally embrace evidence that challenges strongly held attitudes and beliefs. E) Brand loyalty is very rare and so it is relatively easy for marketers to change brand beliefs.
Answer: B
51) According to ________, discomfort occurs when a consumer holds conflicting thoughts about a belief or an attitude object. A) attitude-change strategies B) cognitive dissonance theory C) attribution theory D) self-perception theory E) attitude research
Answer: B
59) When consumers give themselves credit for the outcome of a behavior, they are engaging in ________. A) subjective attribution B) internal attribution C) objective attribution D) defensive attribution E) external attribution
Answer: B
63) The principle of ________ suggests people accept or take credit for success, but assign failure to others or outside events. A) distinctiveness B) defensive attribution C) door-in-the-face D) consensus E) compliance
Answer: B
69) In the COFFEE MINI CASE, Linda's new attitude toward, and repeat patronage of Sunrise Coffee is a function of the ________ of the tricomponent attitude model. A) utility component B) affective component C) defensive component D) cognitive component E) conative component
Answer: B
70) In the COFFEE MINI CASE, Linda's attitude toward Sunrise changes as a result of ________. A) word-of-mouth B) direct experience C) a change in her environment D) advertising E) cognitive dissonance
Answer: B
72) In the PUB MINI CASE, by targeting people with strong attachments to their Irish heritage, The Celtic Knot is taking advantage of the ________ function of their target market's attitudes. A) utilitarian B) value-expressive C) knowledge D) attribution E) ego-defensive
Answer: B
8) Consumers who have a high need for cognition are likely to ________. A) form positive attitudes in response to ads that feature an attractive model or a celebrity B) form a positive attitude in response to ads or direct mail that are rich in product-related information C) form negative attitudes toward ads that are rich in product information D) feel neutral toward ads that feature attractive models or product information E) feel neutral toward ads that are rich in product-related information
Answer: B
9) According to the ________, attitudes consist of three major components: a cognitive component, an effective component, and a conative component. A) dual mediation model B) tricomponent attitude model C) self-perception theory D) multiattribute attitude model E) functional approach
Answer: B
20) Microsoft wants to measure public attitudes toward the default media-playing software included in its Windows operating system. Which of the following types of multiattribute attitude models would be most appropriate for Microsoft to use? A) theory-of-reasoned-action model B) trying-to-consume model C) attitude-toward-object model D) attitude-toward-behavior model E) attitude-toward-the-ad model
Answer: C
31) Chris notices the label for a popular brand of yogurt suggests the yogurt has more potassium than a banana. Chris had not previously associated the yogurt brand, or any other yogurt, with potassium. In this example, the marketer ________. A) changed the relative evaluation of an existing attribute B) changed the importance of an existing attribute C) added a new attribute D) developed a favorable attitude toward the ad E) used priming
Answer: C
40) If a consumer segment generally holds a positive attitude toward owning the latest designer jeans and values having the latest and greatest in designer jeans, then that segment's attitude toward new brands of designer jeans are likely to reflect that orientation. This is an example of the ________ of attitude. A) ego-defensive function B) utilitarian function C) value-expressive function D) knowledge function E) intention function
Answer: C
44) The Elaboration Likelihood Model proposes that consumers' attitudes are changed by two distinctly different routes to persuasion: ________ routes and ________ routes. A) central; logical B) main; secondary C) central; peripheral D) rational; emotional E) direct; indirect
Answer: C
55) ________ attempts to explain how people assign blame or credit to events on the basis of either their own behavior or the behavior of others. A) Self-perception theory B) Cognitive dissonance theory C) Attribution theory D) Buyer intention theory E) Attitude theory
Answer: C
56) When a person says "I contributed to the American Red Cross because it really helps people in need" or "He tried to persuade me to by an LED rather than a 3D TV because he'd make a bigger commission," they are providing examples of ________ in action. A) self-perception theory B) cognitive dissonance theory C) attribution theory D) buyer intention theory
Answer: C
58) If a student observes that she routinely purchases the Des Moines Register on her way to class, she is apt to conclude that she likes the Des Moines Register. This is an example of how the ________ helps make inferences about one's behavior. A) elaboration likelihood model B) attribution theory C) self-perception theory D) defensive attributions theory E) formation theory
Answer: C
61) Someone who donates $10 to Amnesty International might be persuaded to donate a much larger amount when properly approached because that person may decide that he or she is the kind of person who makes such charitable donations. This demonstrates the basic premise of the ________. A) door-in-the-face technique B) consensus technique C) foot-in-the-door technique D) attribution technique E) dual mediation technique
Answer: C
75) In the PUB MINI CASE, Sean concludes that he likes The Celtic Knot because he goes their frequently. This is an application of ________. A) the elaboration likelihood model B) attribution theory C) self-perception theory D) defensive attributions theory E) formation theory
Answer: C
11) The ________ component of the tricomponent attitude model includes a consumer's emotions or feelings about a particular product or brand. A) conative B) objective C) cognitive D) affective E) situational
Answer: D
21) The ________ is designed to capture the individual's attitude toward acting with respect to an object rather than the attitude toward the object itself. A) theory-of-reasoned-action model B) trying-to-consume model C) attitude-toward-object model D) attitude-toward-behavior model E) attitude-toward-the-ad model
Answer: D
22) Jake feels that shopping in thrift shops shows a lack of class and sophistication. This attitude would be captured by which of the following multiattribute attitude models? A) theory-of-reasoned-action model B) trying-to-consume model C) attitude-toward-object model D) attitude-toward-behavior model E) attitude-toward-the-ad model
Answer: D
32) Attitudes toward online shopping are a function of all of the following EXCEPT ________. A) purchase convenience B) information abundance C) service quality D) promotions E) homepage design
Answer: D
49) Attitude change via the peripheral route may be an outcome of ________ like cents-off coupons, free samples, beautiful background scenery, great packaging, or a celebrity endorsement. A) core route B) primary inducements C) functional route D) secondary inducements E) passive route
Answer: D
5) Which of the following is true of attitudes and their relationship with behavior? A) Attitudes are permanent, but the behaviors they reflect change over time. B) Consumers always demonstrate consistency between their attitudes and their behaviors. C) There is no demonstrable link between attitudes and behavior. D) When consumers are free to act as they wish, we anticipate that their actions will be consistent with their attitudes. E) Attitude change is always followed by behavior change.
Answer: D
52) Matthew recently purchased a new laptop for $1,500. He subsequently saw an advertisement for what appeared to be a similar model being sold for only $1,350. In order to resolve his ________, Matt decided that the cheaper model must not have as many attractive features as the model he purchased. A) indirect experience B) attitude formation C) subjective norm D) post-purchase dissonance E) situational influence
Answer: D
54) Jerry bought a new washing machine for his home, but he has some tension over whether he made the best decision. Which of the following is NOT a strategy Jerry might use to reduce post-purchase dissonance? A) rationalize his decision B) "sell" friends on the positive features of the washing machine C) look for satisfied owners of the washing machine D) seek out ads for competitive products he did not choose E) seek out ads for the washing machine he chose
Answer: D
60) According to the principle of ________, consumers are likely to accept credit personally for success and to attribute failure to others or to outside events. A) subjective attribution B) internal attribution C) objective attribution D) defensive attribution E) external attribution
Answer: D
68) In the COFFEE MINI CASE, Linda attributes her upbeat attitude and alertness to the change in the weather. This is an example of ________. A) internal attribution B) utilitarian attribution C) conative attribution D) external attribution E) defensive attribution
Answer: D
13) Paula is a regular at Gino's Italian Bistro. She likes going there because the staff always recognizes her, greets her by name, and makes her feel welcome at the restaurant, so she feels an emotional connection with the staff and the restaurant. This is an example of the ________ component of her attitude toward Gino's. A) cognitive B) conative C) situational D) perspective E) affective
Answer: E
14) ________ is concerned with the likelihood or tendency than an individual will undertake a specific action or behave in a particular way with regard to the attitude object. A) Cognition B) Affectation C) Situation D) Perspective E) Conation
Answer: E
18) Attitude-toward-object, attitude-toward-behavior, and theory-of-reasoned-action models are examples of ________. A) tricomponent attitude models B) buyer intention scales C) attitude-change strategies D) self-perception theories E) multiattribute attitude models
Answer: E
46) When a consumer's motivation or assessment skills are low, learning and attitude change tend to occur via the ________ to persuasion. A) central route B) tricomponent route C) functional route D) primary route E) peripheral route
Answer: E
50) A popular pop singing sensation is a spokesperson for a cellular phone company. As a non-expert celebrity endorser, her presence in communications about the cellular phone company's service is likely to be processed via the ________. A) central route B) tricomponent route C) functional route D) primary route E) peripheral route
Answer: E
6) Marketers that offer coupons and free samples of new products to entice consumers to try them understand the importance of ________ in attitude formation. A) subjective norms B) indirect experience C) ego defense D) attribution E) direct experience
Answer: E
65) In the CAR MINI CASE, Carl's reconsideration of brand choice after he buys a Subaru constitutes ________. A) buying intention B) niche marketing C) indirect experience D) defensive attribution E) post-purchase dissonance
Answer: E
66) In the CAR MINI CASE, Subaru's portrayal of its station wagon as a car designed for young people who need extra cargo space to accommodate their active lives appeals to Carl because that is how he sees himself. In this way, Subaru is appealing to the ________ function to change attitudes toward station wagons. A) utilitarian B) knowledge C) ego-defensive D) competitive E) value-expressive
Answer: E
74) In the PUB MINI CASE, Sean feels comfortable perceiving The Celtic Knot as a genuine Irish pub because many of his friends believe the same thing. He is using ________ to affirm his attitude. A) distinctiveness B) consistency over modality C) consistency over time D) the central route to persuasion E) consensus
Answer: E
100) If an alumnus considering donating money to his or her MBA program asks how distinctive his contribution would be and whether he would become part of an elite group, he is concerned about consensus.
Answer: FALSE
81) Responding positively to an intention to buy question with regard to a brand will increase the likelihood of that consumer purchasing the brand.
Answer: FALSE
83) The appeal of the attitude-toward-behavior model is that it allows researchers to understand consumers' subjective norms and the factors that form them.
Answer: FALSE
84) Consumers' attitudes toward a particular brand's advertising are independent of their beliefs about the brand and do not influence their attitudes toward the brand itself.
Answer: FALSE
86) The purchase and consumption of a product are necessary for the formation of attitudes.
Answer: FALSE
90) The knowledge function of the functional approach to attitude change relies on the fact that most people want to protect their self-images from inner feelings of doubt.
Answer: FALSE
92) When marketing to low involvement consumers, the quality of the argument presented in the persuasive message, rather than the imagery of the promotional message, has a greater impact on the consumption decision.
Answer: FALSE
96) Jill was recently complemented on her piano playing skills. She attributed her skill to the quality and skill of her instructor. This is an example of defensive attribution.
Answer: FALSE
77) Attitudes are learned from direct experience with the product, word-of-mouth information acquired from others, or exposure to mass-media advertising, the internet and various forms of direct marketing.
Answer: TRUE
78) The affective component of the tricomponent attitude model represents the consumer's emotions and feelings regarding the attitude object.
Answer: TRUE
79) Emotionally charged states can enhance or amplify positive or negative experiences and impact later recollections of such experiences and future behavior.
Answer: TRUE
80) In marketing and consumer research, the conative component of the tricomponent attitude model is frequently treated as an expression of the consumer's intention to buy.
Answer: TRUE
82) Competitors often try to change the strong and positive attitudes consumers have toward market leaders in an attempt to get consumers to switch brands.
Answer: TRUE
87) In general, the more information consumers have about a product or service, the more likely they are to form attitudes about it, either positive or negative.
Answer: TRUE
88) Changing attitudes according to their applicable consumer motivations is known as the functional approach.
Answer: TRUE
89) When an ad for Green Works from Clorox states the product cleans effectively and is environmentally friendly, unlike competing brands, it is using the utilitarian approach to attitude change.
Answer: TRUE
94) Because expensive and important purchases often require compromise when choosing among alternatives, post-purchase dissonance commonly occurs.
Answer: TRUE