Chapter 11 Consumer Behavior
attitude
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
central route
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? A) primary route B) secondary route C) central route D) peripheral route E) direct route
third party endorsement
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
comparative ad
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
none of the above
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 _____. A) perceptual mapping B) the Likert scale C) the semantic differential scale D) the rank-order scale E) none of the above
how
Appeal characteristics represent _____ a message is communicated. A) by whom B) when C) where D) how E) the timing by which
affective
Feelings or emotional reactions to an object reflect the _____ component of an attitude. A) knowledge B) cognitive C) affective D) behavioral E) orientation
hedonic products
For which type of products can affect, emotions, and Aad play a role in more conscious, high-involvement settings? A) durable products B) hedonic products C) services D) high-price products E) nondurable products
change beliefs
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
two sided message
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? A) truthful message B) one-sided message C) two-sided message D) negative/positive message E) balanced message
all of the above
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
direct questioning
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
through enhanced familiarity
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
ad beliefs
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
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? A) single message B) two-sided message C) comparative ad D) testimonial ad E) demonstration
value expressive 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? A) one-sided message B) two-sided message C) testimony D) value-expressive appeal E) utilitarian appeal
cognitive
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? A) affective B) cognitive C) factual D) behavioral E) utilitarian
aesthetic apparel
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 B) aspirational appeal C) benefit appeal D) social appeal E) personality appeal
affective
SAM (Self-Assessment Manikin) is used to assess which component of attitude? A) cognitive B) affective C) behavioral D) orientation E) personality
mere exposure
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
all of the above
Spokescharacters can be _____. A) animated animals B) animated people C) animated products D) animated objects E) all of the above
central route and peripheral route
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
spokescharacters
Tony the Tiger, the Jolly Green Giant, and the Aflac duck are examples of _____. A) celebrity spokespersons B) sponsors C) spokescharacters D) two-sided messages E) inanimate celebrity characters
one sided message
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
0
When considering consumers' ideal levels of performance on attributes when using a multiattribute attitude model, which attitude index is best? A) 0 B) 25 C) 50 D) 100 E) over 100
cognitive
When the SPCA presents facts to counter untrue myths, they are dealing most closely with the _____ component of attitudes.
behavioral
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
cognitive
Which component of attitudes consists of a consumer's beliefs about an object? A) affective B) cognitive C) factual D) behavioral E) utilitarian
value expressive
Which function of attitudes serves to express an individual's central values and self-concept? A) knowledge function B) value-expressive function C) utilitarian function D) ego-defensive function E) orientation function
all of the above
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
a b and c
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 or brand D) a and b E) a, b, and c
failure to consider negative reactions
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
all of the above
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
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? 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
all of the above
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
a b and c
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
consumer knowledge
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
multiattribute attitude model
Which of the following is used to understand a consumer's cognitive component of attitude? A) attribution theory B) cognitive dissonance theory C) multiattribute attitude model D) attitude consistency theory E) attitude perception model
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 mean 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.
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? A) cognitive dissonance theory B) theory of reasoned action C) elaboration likelihood model D) attribution theory E) noncompensatory theory
comparative ad
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
emotional ad
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
two sided message
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
value expressive appeal
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
who delivers the message
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
all of the above
Which of the following is a function served by attitudes? A) knowledge function B) value-expressive function C) utilitarian function D) ego-defensive function E) all of the above
attribution theory
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
sponsorship
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
cognitive, affective, and behavioral
Which of the following represent the three components of attitudes? A) primary, secondary, and tertiary B) knowledge, value-expressive, and utilitarian C) cognitive, affective, and behavioral D) cognitive, value-expressive, and behavioral E) ego, personality, behavioral
utilitarian appeal
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
fear appeals
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
because the pictorial representations don't require translation or alteration
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 alteration C) because they are based on emotions D) because they are based on attitudes E) because the musical representations do not include lyrics
message framing
____ 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
source credibility
_____ 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
one sided messages
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) noncomparative ads
knowledge
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 B) value-expressive C) utilitarian D) ego-defensive E) orientation
attribute framing
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