MKG 310: CH.11

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 statements adequately reflects the concept of attitude component consistency?

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.

Message framing

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

affective

Segmenting consumers on the basis of their most important attribute or attributes is called _____.

benefit segmentation

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

central route and peripheral route

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

cognitive

Attitude components tend to be _____.

consistent

A loyal consumer will often use _____ to protect their brand by reducing the importance they put on a given attribute.

discounting

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

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

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) _____.

one-sided message

Tony the Tiger, the Jolly Green Giant, and the Aflac duck are examples of _____.

spokescharacters

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 _____.

third-party endorsement

Which type of appeal involves informing the consumer of one or more functional benefits that are important to the target market?

utilitarian appeal