Chapter 6

Question 1

A model describing the structure of attitudes, it maintains that an attitude consists of three components.

Answer 1

Tri-component attitude model

Question 2

The tri-component attitude model consist of what three components?

Answer 2

1. Cognitive
2. Affective
3. Conative

Question 3

Represents the person’s knowledge and perceptions of the features of the attitude object, which, collectively, are the beliefs that the object possesses or does not possess specific attributes.

Answer 3

Cognitive component

Question 4

Represents the person’s emotions and feelings regarding the attitude object, which are considered evaluations because they capture the person’s overall assessment of the attitude object (i.e., the extent to which the individual rates the attitude object as “favorable” or “unfavorable,” “good” or “bad”

Answer 4

Affective component

Question 5

The most popular from of attitude scale, where consumers are asked to check numbers corresponding to their level of “agreement” or “disagreement” with a series of statements about the studied object. The scale consists of an equal number of agreement/disagreement choices on either side of a natural choice.

Answer 5

Likert Scale

Question 6

A measure consisting of a series of bipolar adjectives (such as “good/bad,” “hot/cod.” “like/dislike,” or “expensive/inexpensive”) anchored at the ends of an odd-numbered (e.g., five- or seven-point) continuum.

Answer 6

Semantic differential scale

Question 7

Represents the likelihood that an individual will behave in a particular way with regard to the attitude object. Treated as an expression of the consumers intention to buy.

Answer 7

Conative component

Question 8

An advertising appeal where marketers proclaim that their products are better than competing brands named in the ads.

Answer 8

Comparative advertising

Question 9

A message that acknowledges competing products and/or the negatives of one’s own product or brand.

Answer 9

two-sided message

Question 10

The proposition that attitudes can be changed by either one or two different routes to persuasion - a central route or a peripheral route - and that the cognitive elaboration related to the processing of information received via each route is different.

Answer 10

Elaboration likelihood model (ELM)

Question 11

A promotional approach maintaining that highly involved consumers are best reached and persuaded through ads focused on the product’s attributes.

Answer 11

Central route to persuasion

Question 12

A promotional approach maintaining that uninvolved consumers can be best persuaded by the ad’s visual aspects rather than its informative copy (i.e., the product’s attributes).

Answer 12

Peripheral route to persuasion

Question 13

Purchase situations that occur infrequently and where the consumer does not have prior criteria to evaluate the product considered.

Answer 13

Extensive problem solving

Question 14

Purchase decisions are where consumers buy updated versions of products they have bought before and have set criteria to evaluate these items.

Answer 14

Limited problem solving

Question 15

Purchases that are very important to the consumer and provoke a lot of perceived risk and extensive problem solving and information processing.

Answer 15

High-involvement purchases

Question 16

Purchases are not very important to the consumer, hold little relevance, have little perceived risk, and, thus, provoke very limited information processing.

Answer 16

Low-involvement purchases

Question 17

A theory focused on how people assign causality to events and form or alter their attitudes after assessing their own or other people’s behavior.

Answer 17

Attribution theory

Question 18

A mental interpretation that reflects the way people see themselves when they form causalities about prior events, which consists of internal and external attributions.

Answer 18

Self-perception attribution

Question 19

Behavior or thoughts that occur when people accept (or take) credit for success (internal attribution) but assign failure to others or outside events (external attribution).

Answer 19

Defensive attribution

Question 20

A strategy aimed at changing attitudes consisting of getting people to agree to a large request after convincing them to agree to a small and moderate request first.

Answer 20

Foot-in-the-door technique

Question 21

A strategy aimed at changing attitudes where a large and costly first request - that is likely refused - is followed by a second, more realistic, and less costly request.

Answer 21

Door-in-the-face technique