Chapter 11

Question 1

Aesthetic appeal

Answer 1

tap consumers’ affective reactions by going beyond the cognitive association of functionality

Question 2

Affective component

Answer 2

feeling or emotional reactions to an object

Question 3

Ambivalent attitude

Answer 3

holding mixed beliefs and/or feelings about an attitude object

Question 4

Attitude

Answer 4

is an enduring organization of motivational, emotional, perceptual and cognitive processes with respect to some aspect of our environment

Question 5

Attribute framing

Answer 5

where only a single attribute is the focus of the frame

Question 6

Behavioral component:

Answer 6

of an attitude is one’ s tendency to respond a certain manner towards an object or activity

Question 7

Benefit segmentation

Answer 7

segmenting consumers on the basis of their most important attribute or attributes

Question 8

Cognitive component:

Answer 8

consist of a consumer’s belief about an object

Question 9

Comparative ads:

Answer 9

directly compare the features or benefit of two or more brands

Question 10

Elaboration likelihood model (ELM)

Answer 10

a theory about how attitudes are formed and changed under varying conditions of involvement

Question 11

Emotional ads

Answer 11

design to primarily elicit a positive affective response rather than to provide information or arguments

Question 12

Fear appeals:

Answer 12

the threat of negative unpleasant consequence if attitudes or behaviors are not altered

Question 13

Goal framing

Answer 13

the message stresses either the positive consequence of performing an act or the negative consequence of not perform the act

Question 14

Humorous appeals

Answer 14

ads built around humor appear to increase attention to and like of the ad, particularly for those individual high in need for humor

Question 15

Mere Exposure

Answer 15

simply presenting a brand to an individual on a large number of occasion might make the individual’s attitude toward the brand more positive.

Question 16

Message framing

Answer 16

refers to presenting one of two equivalent value outcomes either in positive or gain terms (positive framing) or in negative or loss terms (negative framing)

Question 17

Multi-attribute attitude model

Answer 17

model breaks down the consumer’s overall attitude into small components.

Question 18

Multi-attribute attitude model

Answer 18

The more positive beliefs associated with a brand, the more positive each belief is and the easier it is for the individual to recall the beliefs the more favorable the overall cognitive component is presumed to be. And because all the components of an attitude are generally consistent the overall attitude is more favorable.

Question 19

One-sided messages

Answer 19

one point of view is expressed

Question 20

Sources credibility

Answer 20

trustworthiness and expertise

Question 21

Sponsorship

Answer 21

a company providing financial support for an event

Question 22

Spokes characters

Answer 22

turning to brand ambassador or social media influencers (influential) to promote their brand. Can be animated animals, people, product or other objects

Question 23

Testimonial Ad

Answer 23

a person generally a typical member of a target market recounts his or her successful use of the product, service or idea

Question 24

Two-sided message

Answer 24

presenting both good and bad points is counterintuitive and most marketers are reluctant to try such an approach

Question 25

Utilitarian appeals:

Answer 25

involve informing the consumer of one or more functional benefit that are important to the target market

Question 26

Value-expressive appeals

Answer 26

attempt to build a personality for the product or create an image of the product user

Question 27

Hedonic products

Answer 27

are consumed for luxury purpose, which are desirable object that allow the consumer to feel pleasure, fun, and enjoyment from buying the product. This is the difference from Utilitarian goods, which are purchased for their practical uses and are based on the consumer’s need