Consumer Behavior—Chapter 11
Spokescharacters
Can be animated animals, people, products, or other objects.
Affective Component
Feelings or emotional reactions to an object.
One-Sided Messages
Messages where the benefits of a particular product are presented without mentioning any negative characteristics it might possess or any advantages a competitor might have.
Benefit Segmentation
Segmenting consumers on the basis of their most important attribute or attributes.
Goal Framing
Where "the message stresses either the positive consequences of performing an act or the negative consequences of not performing the act."
c
Which type of appeal attempts to build a personality for the product or create an image of the product user? a. humorous appeal b. utilitarian appeal c. value-expressive appeal d. hedonic appeal e. emotional appeal
c
A learned predisposition to respond in a consistently favorable or unfavorable manner with respect to a given object is known as a(n) _____. a. belief b. emotion c. attitude d. cognition e. attribute
c
A loyal consumer will often use _____ to protect their brand by reducing the importance as a way to quarantine. a. avoiding b. discrediting c. discounting d. containment e. skipping
Ambivalent Attitude
Ambivalent attitude, involves holding mixed beliefs and/or feelings about an attitude object.
e
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? a. one-sided message b. two-sided message c. fear appeal d. third-party endorsement e. comparative ad
e
An approach to measuring the importance of attitude components that requires consumer to allocate 100 points among the components such that the distribution of the points reflects the relative importance of the component is _____. a. perceptual mapping b. the Likert scale c. the semantic differential scale d. the rank-order scale e. none of the above
d
Appeal characteristics represent _____ a message is communicated. a. by whom b. when c. where d. how e. the timing by which
Value-Expressive Appeals
Attempt to build a personality for the product or create an image of the product user.
b
Attitude components tend to be _____. a. inconsistent b. consistent c. irregular d. disparate e. none of the above
c
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 _____. a. emotion b. personality c. attitude d. orientation e. intelligence
b
Changing behavior prior to changing affect or cognition is based primarily on _____. a. classical conditioning b. operant conditioning c. iconic rote learning d. analytical reasoning e. mere exposure
Emotional Ads
Designed primarily to elicit a positive affective response rather than provide information or arguments.
Comparative Ads
Directly compare the features or benefits of two or more brands.
e
Emotional ads may enhance persuasion by increasing _____. a. attention b. recall c. product liking through classical conditioning d. product liking through high-involvement processes e. all of the above
c
Feelings or emotional reactions to an object reflect the _____ component of an attitude. a. knowledge b. cognitive c. affective d. behavioral e. orientation
b
For which type of products can affect, emotions, and play a role in more conscious, high-involvement settings? a. durable products b. hedonic products c. services d. high-price products e. nondurable products
c
For years, L'Oreal hair color would say in their ad the L'Oreal is "expensive, but you're worth it." This is an example of which type of advertisement? a. truthful message b. one-sided message c. two-sided message d. negative/positive message e. balanced message
e
Generally speaking, compared to attitudes formed under the peripheral route, attitudes formed under the central route tend to be _____. a. stronger b. more resistant to counterpersuasion attempts c. more accessible from memory d. more predictive of behavior e. all of the above
d
How are actual behaviors and response tendencies most often measured? a. physiological measures b. multiattribute models c. SAM and adSAM d. direct questioning e. 100-point constant-sum scales
c
How does mere exposure enhance attitudes? a. by changing beliefs b. by adding beliefs c. through enhanced familiarity d. through shifting importance e. by changing perceptions of the ideal
d
Instead of featuring functional benefits of the product or brand in ads for the iPod, this proud was introduced by showing a silhouette of a person dancing with the white iPod MP3 player. Which type of advertising appeal does this illustrate? a. one-sided message b. two-sided message c. testimony d. value-expressive appeal e. utilitarian appeal
Utilitarian Appeals
Involve informing the consumer of one or more functional benefits that are important to the target market.
c
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? a. knowledge b. cognitive c. affective d. behavioral e. orientation
c
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? a. knowledge b. cognitive c. affective d. behavioral e. orientation
Two-Sided Message
Messages that provide good and bad points of a particular product.
Behavioral Component
One's tendency to respond in a certain manner toward an object or activity.
e
Online marketers attempt simulate "touch" by creating a(n) _____. a. online simulated experience b. virtual direct experience c. enhanced content, such as videos for experiential products d. ability to experience products in a virtual context e. all of the above
Message Framing
Presenting one of two equivalent value outcomes either in positive or gain terms (positive framing) or in negative or loss terms (negative framing).
d
Quaker Oats contains zero milligrams of sodium. This is an example of what type of belief? a. conspicuous belief b. benefit belief c. dominant belief d. feature belief e. inherent belief
b
SAM (Self-Assessment Manikin) is used to assess which component of attitude? a. cognitive b. affective c. behavioral d. orientation e. personality
e
Spokescharacters can be _____. a. animated animals b. animated people c. animated products d. animated objects e. all of the above
t
T/F: A credible source can enhance message processing and acceptance.
t
T/F: A shift importance strategy is one technique marketers use to alter the cognitive component of a consumer's attitude.
f
T/F: If competing brands are comparable in terms of product features (central cues), then consistent with the elaboration likelihood model, under high involvement, peripheral cues like pleasant music will have no influence on brand preferences.
f
T/F: In a goal framing setting, a positive frame is generally the most effective.
f
T/F: Message appeal consists of trustworthiness and expertise.
t
T/F: Message framing occurs when marketers present one of two equivalent value outcomes either in positive (or gain) terms or in negative (or loss) terms.
t
T/F: One critical aspect of attitudes is that all three components tend to be consistent.
f
T/F: Research has shown that using high levels of fear in advertising such that consumers feel threatened are the most effective.
f
T/F: Segmenting consumers based on their most important attribute(s) is referred to as attribute segmentation.
f
T/F: The affective component of an attitude is one's tendency to respond in a certain manner toward an object or activity.
t
T/F: The cognitive component of attitude consists of a consumer's beliefs about an object.
f
T/F: The elaboration likelihood model (ELM) of persuasion posits two routes to persuasion: direct route and indirect route.
Fear Appeals
The threat of negative (unpleasant) consequences if attitudes or behaviors are not altered.
d
Which of the following is FALSE regarding the central route to persuasion in the elaboration likelihood model? a. consumers exhibit high involvement with the product, message, or decision b. consumers exhibit strong attention focused on central, product-related features and factual information c. consumers experience conscious thoughts about product attributes and use outcomes d. persuasion operates through classical conditioning e. persuasion generally alters products beliefs
d
Which of the following is NOT a factor accounting for inconsistencies between measures of beliefs and feelings and observations of behavior? a. lack of need b. lack of ability c. weakly held beliefs and affect d. failure to consider negative reactions e. failure to consider interpersonal influence
d
Which of the following is NOT a reason why celebrity sources are effective? a. celebrities may attract attention to the advertisement b. a celebrity's likability and popularity often translate into higher Aad which can enhance brand attitudes c. some celebrities are also experts 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 e. consumers may identify with or desire to emulate the celebrity
a
Which of the following is NOT considered to be a component of an attitude? a. perceptual component b. cognitive component c. affective component d. behavioral component e. all of the above are components of attitudes
e
Which of the following is a strategy for altering the cognitive component of a consumer's attitude? a. change beliefs b. shift importance c. add beliefs d. change ideal e. all of the above
d
Which of the following is an individual factor that can influence attitude change? a. program context b. level of viewer distraction c. buying occasion d. consumer knowledge e. all of the above
b
Which of the following is true regarding value-expressive versus utilitarian appeals? a. utilitarian appeals attempt to build a personality for the product or create an image of the product user b. utilitarian appeals are most effective for functional products c. products serve either a utilitarian purpose or a value-expressive purpose but not both d. for value-expressive products, banner ads on Web sites serve primarily to transport consumers to the most detailed target ads or sites e. all of the above
b
Which of the following occurs when a company provides financial support for an event such as the Olympics or a concert? a. third-party endorsement b. sponsorship c. celebrity endorsement d. source credibility e. two-sided message
c
Which of the following statement is true regarding comparative advertising? a. comparative advertising is more effective regardless of the source b. comparative advertising is particularly effective for promoting established, market-share leader brands c. audience characteristics, especially brand loyalty associated with the sponsoring brand, are important d. broadcast media, particularly radio, appear to be better vehicles for comparative advertisements e. a partially comparative ad is one in which a specific competitor is not named
b
Which of the following statements adequately reflects the concept of attitude component consistency? a. all three attitude components do not change over time b. a change in one attitude component tends to produce related changes in the other components c. the three attitude components operate independently from each other, so a change in one component does not necessarily meant the others will change d. all three attitude components are equal in their influence on one's attitude e. each component is equally important regardless of the situation
e
Which type of ad directly compares the features or benefits of two or more brands? a. one-sided message b. two-sided message c. fear appeal d. third-party endorsement e. comparative ad
d
Which type of ad is designed primarily to elicit a positive affective response rather than to provide information or arguments? a. one-sided message b. two-sided message c. fear appeal d. emotional ad e. comparative ad
c
Which type of advertisement or sales presentation presents both good and bad points? a. unbiased message b. one-sided message c. two-sided message d. positive/negative message e. balanced message
c
Which type of appeal involves informing the consumer of one or more functional benefits that are important to the target market? a. multi-sided message b. value-expressive appeal c. utilitarian appeal d. factual appeal e. supportive appeal
c
Which type of message framing stresses either the positive outcomes of performing a behavior or the negative outcomes of not performing behavior? a. attribute framing b. two-sided framing c. goal framing d. end-state framing e. benefit/loss framing
a
Why are the SAM and adSAM measures effective across cultures? a. because the pictorial representations don't require translation or alteration b. because the numerical representations don't require translation or alternation c. because they are based on emotion d. because they are based on attitudes e. because the musical representations do not include lyrics
d
_____ consists of trustworthiness and expertise. a. a two-sided message b. the two routes to persuasion c. message appeal d. source credibility e. message structure
b
_____ is the first strategy a loyal consumer uses when their favorite brand is attacked with negative information. a. avoiding b. discrediting c. discounting d. containment e. skipping
Sponsorship
A company providing financial support for an event.
c
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? a. one-sided message b. two-sided message c. fear appeal d. third-party endorsement e. comparative ad
Testimonial Ad
A person, generally a typical member of the target market, recounts his or her successful use of the product, service, or idea.
b
A popular way of measuring the importance of attitudes is with a 100-point a. likert scale b. constant-sum scale c. rank-order scale d. semantic differential scale e. none of the above
Elaboration Likelihood Model (ELM)
A theory about how attitudes are formed and changed under varying conditions of involvement as described earlier.
c
Addison is a brand manager and wants consumers to forma 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? a. primary route b. secondary route c. central route d. peripheral route e. direct route
Humorous Appeals
Ads built around humor which appear to increase attention to and liking of the ad.
a
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 b. testimonial c. two-sided message d. sponsorship e. message frame
b
Advertisements or sales messages in which only one point of view is expressed are referred to as _____. a. biased messages b. one-sided messages c. two-sided messages d. utilitarian appeals e. noncooperative ads
d
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 per gallon, which made the information important to consumers. This is an example of which type of appeal? a. value-expressive appeal b. comparative ad c. two-sided message d. utilitarian appeal e. supportive appeal
c
An enduring organization of motivational, emotional, perceptual, and cognitive processes with respect to some aspect of an individual's environment is a. an object concept b. a personality c. an attitude d. a schema e. none of the above
Attitude
An enduring organization of motivational, emotional, perceptual, and cognitive processes with respect to some aspect of our environment.
d
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? a. single message b. two-sided message c. comparative ad d. testimonial ad e. demonstration
Multiattribute Attitude Model
Based on the logic that because all of the components of an attitude are generally consistent, the more favorable the overall attitude is.
Source Credibility
Based on two basic dimensions, trustworthiness and expertise, it occurs when the target market views the source of the message as highly credible.
c
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? a. primary route b. secondary route c. central route d. peripheral route e. direct route
d
Dana is watching television when a commercial for a brand of bathroom 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? a. primary route b. secondary route c. central route d. peripheral route e. indirect route
a
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 b. source derogation c. source experience d. source likability e. source attractiveness
a
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. multi attribute attitude model b. cognitive assessment model c. belief assessment model d. summation model e. attribute heuristic model
a
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 b. shift importance c. add beliefs d. change ideal e. change feelings
c
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? a. change beliefs b. shift importance c. add beliefs d. change ideal e. change feelings
d
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? a. single message b. two-sided message c. comparative ad d. testimonial ad e. demonstration
b
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? a. cognitive b. affective c. behavioral d. latent e. manifest
c
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. a. relative attitude b. lack of ability c. ambivalent attitude d. interpersonal influence e. all of the above
c
Marketers must promote _____ rather than _____, especially for less knowledgeable consumers and for complex products. a. features, benefits b. benefits, avoidance c. benefits, features d. features, contents e. consistency, inconsistency
a
Marketers sometimes use a _____ to measure the affective attitude component. a. verbal scale b. constant sum scale c. perceptual scale d. semantic differential scale e. none of the above
b
Mitch likes Toyota automobiles because he likes they have the highest reliability of all automobiles. His belief about Toyota's reliability represents which component of Mitch's attitude? a. affective b. cognitive c. factual d. behavioral e. utilitarian
a
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 for 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 b. aspirational appeal c. benefit appeal d. social appeal e. personality appeal
c
The elaboration likelihood model posits two routes to persuasion, which are the _____. a. primary route and secondary route b. temporary route and permanent route c. central route and peripheral route d. manifest route and latent route e. direct route and indirect route
a
Segmenting consumers on the basis of their most important attribute or attributes is called _____. a. benefit segmentation b. demographic segmentation c. psychographic segmentation d. attribute segmentation e. utilitarian segmentation
a
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 b. the familiarity effect c. positive exposure d. repetitive exposure e. the saturation effect
t
T/F: A two-sided message presents both good and bad points.
t
T/F: An ad showing a person drinking a new beverage after exercise provides information about appropriate usage.
f
T/F: Appeal characteristics correspond to when a message is communicated.
f
T/F: Attitudes formed under the peripheral route tend to be stronger and resistant to counter persuasion attempts.
f
T/F: Broadcast media, particularly television, appear to be better vehicles for comparative advertisements, because broadcast lends itself to more thorough comparisons.
f
T/F: Failure to consider negative reactions is a factor accounting for inconsistencies between measures of beliefs and feelings and observations.
t
T/F: Four basic marketing strategies used for altering the cognitive structure of a consumer's attitude are: change beliefs, shift importance, add beliefs, and change ideal.
t
T/F: Segmenting consumers on the basis of the most important attribute or attributes is called benefit segmentation.
t
T/F: Sponsorship occurs when a company provides financial support for an event.
f
T/F: The logic underlying the multiattribute attitude model is that all the components of an attitude are generally inconsistent.
t
T/F: The simplest form of message framing is Attribute Framing, where only a single attribute is the focus of the frame.
t
T/F: There is evidence that affect or brand preference may be increased by mere exposure.
f
T/F: Value-expressive appeals involve informing the consumers of one or more functional benefits that are important to the target market.
Aesthetic Appeal
Tap consumers' affective reactions by going beyond the cognitive associations of functionality.
d
The _____ holds that low involvement results in a "peripheral route" to attitude change in which consumers form impressions based on readily available cues. a. multi-attribute attitude models b. theory of reasoned action c. cognitive consistency model d. elaboration likelihood model e. none of the above
Mere Exposure
The idea that simply presenting a brand to an individual on a large number of occasions might make the individual's attitude toward the brand more positive.
b
The owner of a local restaurant wants to enhance consumers' attitudes toward his restaurant by change the affective component of their attitude. Which of the following is an appropriate approach to achieve this objective? a. change consumers' beliefs about attributes of his restaurant b. use positive music in their advertisements so that over time consumer will transfer the positive affect associated with the music to the restaurant c. convince consumers that an attribute for which this restaurant is strong is more important than other attributes consumers consider for this product category d. inform consumers that delivery is now available e. offer coupons to get consumers to visit the restaurant
e
The simplest form of message framing where only a single attribute is the focus of the frame is known as _____. a. priming b. a one-sided message c. goal framing d. simple framing e. attribute framing
b
The source of a communication represents _____. a. "how" a message is communicated b. "who" delivers the message c. the "what" of the message d. the "when" of the message e. the "where" of the message
c
Tony the Tiger, the Jolly Green Giant, and Aflac duck are examples of _____. a. celebrity spokespersons b. sponsors c. spokes characters d. two-sided messages e. inanimate celebrity characters
b
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) ______. a. biased message b. one-sided message c. two-sided message d. positive appeal e. comparative ad
a
When considering consumers' ideal levels of performance on attributes when using a multiattribuute attitude model, which attitude indus is best? a. 0 b. 25 c. 50 d. 100 e. over 100
d
When the SPCA presents facts to counter untrue myths, they are dealing most closely with the _____ component of attitudes. a. classically conditioned b. operantly conditioned c. affective d. cognitive e. behavioral
c
Which component of attitude represents one's tendency to respond in a certain manner toward an object or activity? a. cognitive b. affective c. behavioral d. orientation e. personality
b
Which component of attitudes consists of a consumer's beliefs about an object? a. affective b. cognitive c. factual d. behavioral e. utilitarian
e
Which of the following can be a component of a multiattribute model? a. a consumer's attitude toward a particular brand b. a consumer's belief about how a brand performs on a given attribute c. the importance the consumer attaches to an attribute d. a consumer's ideal level of performance on an attribute e. all of the above
e
Which of the following do marketers need to be concerned about with respect to using celebrities as company spokespersons? a. overexposure of the celebrity b. negative behavior involving the spokesperson c. image of the celebrity does not match the image of the product d. a and b e. a, b, and c
e
Which of the following is NOT a way emotional ads may enhance persuasion? a. by increasing attention of the ad and, therefore, ad recall b. by increasing liking of the ad c. by increasing product liking through classical conditioning d. by increasing product liking through high-involvement processes e. all of the above are ways emotions ads may enhance persuasion
e
Which of the following is a common technique for inducing trial behavior? a. coupons b. free samples c. point-of-purchase displays d. tie-in purchases e. all of the above
e
Which of the following is a factor that may account for inconsistencies between measure of beliefs and feelings and observations of behavior? a. lack of need b. failure to consider relative attitudes c. failure to consider interpersonal influence d. failure to consider situational factors e. all of the above
c
Which of the following is a theory about how attitudes are formed and changed under varying conditions of involvement? a. cognitive dissonance theory b. theory of reasoned action c. elaboration likelihood model d. attribution theory e. noncompensatory theory
e
Which of the following is an approach used by marketers to increase consumers' affect toward their brand? a. classical conditioning b. create a positive affect toward the ad or Web site c. mere exposure d. a and b e. a, b, and c
d
Which of the following is an individual factor that can influence attitude change? a. program context b. level of viewer distraction c. buying occasion d. gender e. all of the above
c
Which of the following is used to understand a consumer's cognitive component of attitude? a. attribution theory b. cognitive dissonance theory c. multi attribute attitude model d. attitude consistency theory e. attitude perception model
c
Which of the following statements is FALSE regarding humorous appeals? a. ads built around humor appear to increase attention to the ad b. the overall effectiveness of humor is generally increased when the humor relates to the product or brand in a meaningful way c. humorous ads are low risk because they tend to translate well across situations and cultures d. companies have been successful using humor that is only loosely tied to the product e. ads built around humor appear to increase liking of the ad
c
Which type of appeal uses the threat of negative (unpleasant) consequence if attitudes or behaviors are not altered? a. one-sided message b. two-sided message c. fear appeals d. humorous appeals e. comparative ads
d
_____ is used by loyal consumers, whereby they "seal off" the negative information as a way to quarantine. a. avoiding b. discrediting c. discounting d. containment e. skipping
b
_____ refers to presenting one of two equivalent value outcomes either in positive or gain terms or in negative or loss terms. a. message sidedness b. message framing c. benefit segmentation d. positive/negative message e. priming