CONSUMER BEHAVIOR CHAP 11
Marketers must promote _____ rather than _____, especially for less knowledgeable consumers and for complex products
benefits, features
A loyal consumer will often use _____ to protect their brand by reducing the importance they put on a given attribute.
discounting
When considering consumers' ideal levels of performance on attributes when using a multiattribute attitude model, which attitude index is best?
A) 0
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 _____.
A) aesthetic appeal
Why are the SAM and adSAM measures effective across cultures?
A) because the pictorial representations don't require translation or alteration
Segmenting consumers on the basis of their most important attribute or attributes is called _____.
A) benefit segmentation
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?
A) change beliefs
Some attitudes serve primarily as a means of organizing beliefs about objects or activities such as brands and shopping, which serves a(n) _____ function.
A) knowledge
Simply presenting a brand to an individual on a large number of occasions might make the individual's attitude toward the brand more positive is known as _____.
A) 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?
A) multiattribute attitude model
Dr. Rosenfeld is the doctor on Sunday House Call, a Sunday morning health program on the Fox News channel. Dr. Rosenfeld is highly esteemed in his field and provides up-to-date medical information for viewers. Sometimes he recommends specific products, and Valerie, a regular viewer of the program, trusts what he says or recommends because he doesn't seem to have an apparent motive to mislead viewers. Which characteristic does Dr. Rosenfeld possess?
A) source credibility
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 _____.
A) third-party endorsement
The source of a communication represents _____.
B) "who" delivers the message
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.
_____ refers to presenting one of two equivalent value outcomes either in positive or gain terms or in negative or loss terms.
B) Message framing
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?
B) 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?
B) Utilitarian appeals are most effective for functional products.
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?
B) affective
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
For which type of products can affect, emotions, and Aad play a role in more conscious, high-involvement settings?
B) hedonic products
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
Advertisements or sales messages in which only one point of view is expressed are referred to as _____.
B) one-sided messages
Changing behavior prior to changing affect or cognition is based primarily on _____.
B) operant conditioning
Which of the following occurs when a company provides financial support for an event such as the Olympics or a concert?
B) sponsorship
Eric is 25 years old and has a favorable attitude toward drinking alcohol. However, he knows that he should not drink and drive, so he always makes sure that someone in his group is the designated driver. Which theory can explain his behavior?
B) theory of reasoned action
Which theory holds that behavioral intentions are based on a combination of the attitude toward a specific behavior, the social or normative beliefs about the appropriateness of the behavior, and the motivation to comply with the normative beliefs?
B) theory of reasoned action
Which function of attitudes serves to express an individual's central values and self-concept?
B) value-expressive function
Which of the following statement is true regarding comparative advertising?
C) Audience characteristics, especially brand loyalty associated with the sponsoring brand, are important.
Which of the following statements is FALSE regarding humorous appeals?
C) Humorous ads are low risk because they tend to translate well across situations and cultures.
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?
C) add beliefs
Feelings or emotional reactions to an object reflect the _____ component of an attitude.
C) 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?
C) affective
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
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 _____.
C) attitude
Which component of attitude represents one's tendency to respond in a certain manner toward an object or activity?
C) behavioral
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?
C) 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?
C) central route
The elaboration likelihood model posits two routes to persuasion, which are the _____.
C) central route and peripheral route
Which of the following represent the three components of attitudes?
C) cognitive, affective, and behavioral
Which of the following is a theory about how attitudes are formed and changed under varying conditions of involvement?
C) elaboration likelihood model
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 uses the threat of negative (unpleasant) consequence if attitudes or behaviors are not altered?
C) fear appeals
Which type of message framing stresses either the positive outcomes of performing a behavior or the negative outcomes of not performing a behavior?
C) goal framing
Which of the following is used to understand a consumer's cognitive component of attitude?
C) multiattribute attitude model
Tony the Tiger, the Jolly Green Giant, and the Aflac duck are examples of _____.
C) spokescharacters
How does mere exposure enhance attitudes?
C) 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?
C) two-sided message
Which type of advertisement or sales presentation presents both good and bad points?
C) two-sided message
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 type of appeal attempts to build a personality for the product or create an image of the product user?
C) value-expressive appeal
Which of the following is NOT a reason why celebrity sources are effective?
D) 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 is FALSE regarding the central route to persuasion in the elaboration likelihood model?
D) Persuasion operates through classical conditioning.
_____ consists of trustworthiness and expertise.
D) Source credibility
When the SPCA presents facts to counter untrue myths, they are dealing most closely with the _____ component of attitudes.
D) cognitive
Which of the following is a common technique for inducing trial behavior?
D) consumer knowledge
How are actual behaviors and response tendencies most often measured?
D) direct questioning
Josh is in elementary school, and he has learned that when he gets good grades and behavior reports, his parents are really proud of him and reward him. So he has developed a favorable attitude toward behaving and doing well in school. This attitude is serving which function?
D) ego-defensive function
Which type of ad is designed primarily to elicit a positive affective response rather than to provide information or arguments?
D) emotional ad
Appeal characteristics represent _____ a message is communicated.
D) how
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?
D) peripheral route
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?
D) testimonial ad
In which type of ad does a person, generally a typical member of the target market, recount his or her successful use of the product, service, or idea?
D) testimonial ad
. 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?
D) 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?
D) value-expressive appeal
Which of the following do marketers need to be concerned about with respect to using celebrities as company spokespersons?
E) a, b, and c
Which of the following is an approach used by marketers to increase consumers' affect toward their brand?
E) a, b, and c
Generally speaking, compared to attitudes formed under the peripheral route, attitudes formed under the central route tend to be _____.
E) all of the above
Spokescharacters can be _____.
E) all of the above
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 function served by attitudes?
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
Which of the following is NOT a way emotional ads may enhance persuasion?
E) all of the above are ways emotional ads may enhance persuasion
The simplest form of message framing where only a single attribute is the focus of the frame is known as _____
E) attribute framing
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?
E) comparative ad
Which type of ad directly compares the features or benefits of two or more brands?
E) comparative ad
An approach to measuring the importance of attitude components that requires consumers to allocate 100 points among the components such that the distribution of the points reflects the relative importance of the component is _____.
E) none of the above
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?
E) utilitarian
