Mrking 371(

The source of a communication represents "how" a message is communicated "who" delivers the message the "what" of the message the "when" of the message the "where of the message

"who" delivers the message

Generally speaking, compared to attitudes formed under the peripheral route, attitudes formed under the central route tend to be _____. stronger more resistant to counter persuasion attempts more accessible from memory more predictive of behavior all of the above

ALL

Which of the following is a common technique for inducing trial behavior? Coupons Free samples Price reductions Point-of-purchase displays All of the above

ALL

Which of the following statements is FALSE regarding humorous appeals? A.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. B.Humorous ads are low risk because they tend to translate well across situations and cultures. C.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.

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 the 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

Kimberly-Clark is interested in mothers' emotional reactions to its 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

Which of the following is an approach used by marketers to increase consumers' affect toward their brand? classical conditioning create a positive affect toward the ad or website mere exposure a and b all of the above except d

all of the above except d

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

attitude

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

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

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 compared with 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

change beliefs

Which component of attitudes consists of a consumer's beliefs about an object? affective cognitive factual behavioral utilitarian

cognitive

Attitude components tend to be

consistent

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

fear appeal

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

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

Source credibility is a function of trustworthiness and expertise. operant conditioning. actual and ideal self-concept. cognitive and affective components. none of the above.

trustworthiness and expertise.

Which type of advertisement or sales presentation presents both good and bad points? one-sided message two-sided message balanced message unbiased message positive/negative message

two-sided message

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

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. relative attitude lack of ability ambivalent attitude interpersonal influence all of the above

ambivalent attitude

How are actual behaviors and response tendencies most often measured? physiological measures multiattribute models SAM and adSAM direct questioning 100-point constant-sum scales

direct questioning

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

_____ 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

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