CH11 MKT 302

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 Web site -mere exposure

Feelings or emotional reactions to an object reflect the _____ component of an attitude.

affective

How does mere exposure enhance attitudes?

through enhanced familiarity

Which function of attitudes serves to express an individual's central values and self-concept?

value-expressive function

The source of a communication represents _____.

who" delivers the message

Which of the following can be a component of a multiattribute model?

-a consumer's attitude toward a particular brand -a consumer's belief about how a brand performs on a given attribute -the importance the consumer attaches to an attribute -a consumer's ideal level of performance on an attribute

Which of the following is a common technique for inducing trial behavior?

-coupons -free samples -point-of-purchase displays -tie-in purchases

Which of the following is a factor that may account for inconsistencies between measures of beliefs and feelings and observations of behavior?

-lack of need -failure to consider relative attitudes -failure to consider interpersonal influence -failure to consider situational factors

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

0

Which of the following statements adequately reflects the concept of attitude component consistency?

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

Which of the following is FALSE regarding the central route to persuasion in the elaboration likelihood model?

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?

Use positive music in their advertisements so that over time consumers will transfer the positive affect associated with the music to the restaurant.

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?

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

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?

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?

affective

SAM (Self-Assessment Manikin) is used to assess which component of attitude?

affective

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

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 _____.

attitude

Why are the SAM and adSAM measures effective across cultures?

because the pictorial representations don't require translation or alteration

Which component of attitude represents one's tendency to respond in a certain manner toward an object or activity?

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?

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?

central route

The elaboration likelihood model posits two routes to persuasion, which are the _____.

central route and peripheral 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

Which of the following is a strategy for altering the cognitive component of a consumer's attitude?

change beliefs shift importance add beliefs change ideal

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?

cognitive

When the SPCA presents facts to counter untrue myths, they are dealing most closely with the _____ component of attitudes.

cognitive

Which component of attitudes consists of a consumer's beliefs about an object?

cognitive

Which of the following represent the three components of attitudes?

cognitive, affective, and behavioral

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 _____.

constant sum scale (none of the above)

Which of the following is an individual factor that can influence attitude change?

consumer knowledge

How are actual behaviors and response tendencies most often measured?

direct questioning

Margaret only wants to buy her clothes at American Eagle Outfitter because she knows that they are considered acceptable by her peers, and she wants to be accepted by her peers. This attitude toward this brand of clothing is serving which function for Margaret?

ego-defensive function

Which of the following is a theory about how attitudes are formed and changed under varying conditions of involvement?

elaboration likelihood model

Which of the following is NOT a factor accounting for inconsistencies between measures of beliefs and feelings and observations of behavior?

failure to consider negative reactions

For which type of products can affect, emotions, and Aad play a role in more conscious, high-involvement settings?

hedonic products

Some attitudes serve primarily as a means of organizing beliefs about objects or activities such as brands and shopping, which serves a(n) _____ function.

knowledge

Which of the following is a function served by attitudes?

knowledge function value-expressive function utilitarian function ego-defensive function

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 _____.

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

Which of the following is used to understand a consumer's cognitive component of attitude?

multiattribute attitude model

Changing behavior prior to changing affect or cognition is based primarily on _____.

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?

peripheral route

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

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?

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?

theory of reasoned action

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?

utilitarian function