Chapter 6

Question 1

1) In a consumer behavior context, \_\_\_\_\_\_\_\_ are learned predispositions to behave in a consistently favorable or unfavorable way with respect to a given object.
A) attitudes
B) beliefs
C) values
D) feelings
E) intentions

Answer 1

A. Attiudes

Question 2

2) John is conducting research on American attitudes toward European car brands, particularly Volkswagen, Volvo, Mercedes, and BMW. The car brands he is researching are \_\_\_\_\_\_\_\_.
A) experiences
B) attitudes
C) objects
D) attributions
E) cognitions

Answer 2

C) objects

Question 3

3) The shift from no attitude to an attitude is a result of \_\_\_\_\_\_\_\_.
A) biological pressures
B) environment
C) learning
D) genetic predisposition
E) self defense

Answer 3

C) learning

Question 4

4) Attitudes stemming from \_\_\_\_\_\_\_\_ are more confidently held, more enduring, and more resistant to competitors' messages than attitudes originating from promotional messages only.
A) print advertisements
B) product usage
C) websites
D) television advertisements
E) endorsers

Answer 4

B) product usage

Question 5

5) Which of the following is true of attitudes and their relationship with behavior?
A) Attitudes are permanent, but the behaviors they reflect change over time.
B) Consumers always demonstrate consistency between their attitudes and their behaviors.
C) There is no demonstrable link between attitudes and behavior.
D) When consumers are free to act as they wish, we anticipate that their actions will be consistent with their attitudes.
E) Attitude change is always followed by behavior change

Answer 5

D) When consumers are free to act as they wish, we anticipate that their actions will be consistent with their attitudes.

Question 6

6) Marketers that offer coupons and free samples of new products to entice consumers to try them understand the importance of \_\_\_\_\_\_\_\_ in attitude formation.
A) subjective norms
B) indirect experience
C) ego defense
D) attribution
E) direct experience

Answer 6

E) direct experience

Question 7

7) Attitudes that develop through ________ tend to be more confidently held, more enduring, and more resistant to attack than those developed via ________.
A) direct experience; indirect experience
B) internal attribution; external attribution
C) utilitarian function; knowledge function
D) cognition; emotions
E) direct marketing; niche marketing

Answer 7

A) direct experience; indirect experience

Question 8

8) Consumers who have a high need for cognition are likely to ________.
A) form positive attitudes in response to ads that feature an attractive model or a celebrity
B) form a positive attitude in response to ads or direct mail that are rich in product-related information
C) form negative attitudes toward ads that are rich in product information
D) feel neutral toward ads that feature attractive models or product information
E) feel neutral toward ads that are rich in product-related information

Answer 8

B) form a positive attitude in response to ads or direct mail that are rich in product-related information

Question 9

9) According to the \_\_\_\_\_\_\_\_, attitudes consist of three major components: a cognitive component, an effective component, and a conative component.
A) dual mediation model
B) tricomponent attitude model
C) self-perception theory
D) multiattribute attitude model
E) functional approach

Answer 9

B) tricomponent attitude model

Question 10

10) \_\_\_\_\_\_\_\_ include the knowledge and perceptions that are acquired by a combination of direct experience with the attitude object and related information from varied sources.
A) Affectations
B) Emotions
C) Cognitions
D) Objectives
E) Conations

Answer 10

C) Cognitions

Question 11

11) The \_\_\_\_\_\_\_\_ component of the tricomponent attitude model includes a consumer's emotions or feelings about a particular product or brand.
A) conative
B) objective
C) cognitive
D) affective
E) situational

Answer 11

D) affective

Question 12

12) Roy is looking to buy a new HDTV set. He knows from friends that LCD set screens reflect less light than plasma set screens, but that LCD sets are also more subject to blurring than plasma sets. This is an example of the \_\_\_\_\_\_\_\_ component of his attitude toward HDTVs.
A) conative
B) objective
C) cognitive
D) affective
E) situational

Answer 12

C) cognitive

Question 13

13) Paula is a regular at Gino's Italian Bistro. She likes going there because the staff always recognizes her, greets her by name, and makes her feel welcome at the restaurant, so she feels an emotional connection with the staff and the restaurant. This is an example of the \_\_\_\_\_\_\_\_ component of her attitude toward Gino's.
A) cognitive
B) conative
C) situational
D) perspective
E) affective

Answer 13

E) affective

Question 14

14) \_\_\_\_\_\_\_\_ is concerned with the likelihood or tendency than an individual will undertake a specific action or behave in a particular way with regard to the attitude object.
A) Cognition
B) Affectation
C) Situation
D) Perspective
E) Conation

Answer 14

E) Conation

Question 15

15) In marketing and consumer research, the conative component of the tricomponent attitude model is frequently treated as an expression of the consumer's \_\_\_\_\_\_\_\_.
A) attitude
B) level of familiarity
C) intention to buy
D) attitude toward the object
E) ego-defensive function

Answer 15

C) intention to buy

Question 16

16) \_\_\_\_\_\_\_\_ assess(es) the likelihood of a consumer purchasing a product or behaving in a certain way.
A) Cognitive dissonance theory
B) Buyer intention scales
C) Attitude-change strategies
D) Emotionally charged states
E) Self-perception theory

Answer 16

B) Buyer intention scales

Question 17

17) \_\_\_\_\_\_\_\_ portray consumers' attitudes with regard to an attitude object as a function of consumers' perceptions and assessment of the key attributes or beliefs of that object.
A) Multiattribute attitude models
B) Functional models
C) Dual mediation models
D) Cognitive dissonance theories
E) Tricomponent attitude models

Answer 17

A) Multiattribute attitude models

Question 18

18) Attitude-toward-object, attitude-toward-behavior, and theory-of-reasoned-action models are examples of \_\_\_\_\_\_\_\_.
A) tricomponent attitude models
B) buyer intention scales
C) attitude-change strategies
D) self-perception theories
E) multiattribute attitude models

Answer 18

E) multiattribute attitude models

Question 19

19) According to the attitude-toward-object model, the consumer’s attitude toward a product is a function of ________.
A) price
B) communication messages the consumer receives
C) the presence or absence of certain product-specific beliefs or attitudes
D) the consumer’s intention to behave in a certain way
E) consumers’ subjective norms

Answer 19

C) the presence or absence of certain product-specific beliefs or attitudes

Question 20

20) Microsoft wants to measure public attitudes toward the default media-playing software included in its Windows operating system. Which of the following types of multiattribute attitude models would be most appropriate for Microsoft to use?
A) theory-of-reasoned-action model
B) trying-to-consume model
C) attitude-toward-object model
D) attitude-toward-behavior model
E) attitude-toward-the-ad model

Answer 20

C) attitude-toward-object model

Question 21

21) The \_\_\_\_\_\_\_\_ is designed to capture the individual's attitude toward acting with respect to an object rather than the attitude toward the object itself.
A) theory-of-reasoned-action model
B) trying-to-consume model
C) attitude-toward-object model
D) attitude-toward-behavior model
E) attitude-toward-the-ad model

Answer 21

D) attitude-toward-behavior model

Question 22

22) Jake feels that shopping in thrift shops shows a lack of class and sophistication. This attitude would be captured by which of the following multiattribute attitude models?
A) theory-of-reasoned-action model
B) trying-to-consume model
C) attitude-toward-object model
D) attitude-toward-behavior model
E) attitude-toward-the-ad model

Answer 22

D) attitude-toward-behavior model

Question 23

23) According to the \_\_\_\_\_\_\_\_, to understand consumers' intentions we also need to measure the subjective norms that influence an individual's intention to act.
A) theory-of-reasoned-action model
B) trying-to-consume model
C) attitude-toward-object model
D) attitude-toward-behavior model
E) attitude-toward-the-ad model

Answer 23

A) theory-of-reasoned-action model

Question 24

24) \_\_\_\_\_\_\_\_ involve both the beliefs that the consumer attributes to relevant others, such as friends and parents, and the consumer's motivation to comply with the beliefs held by those relevant others.
A) Niche markets
B) Subjective norms
C) Direct experiences
D) External attributions
E) Foot-in-the-door techniques

Answer 24

B) Subjective norms

Question 25

25) If an undergraduate student was considering getting a tattoo and stopped to ask herself what her parents would think of such behavior, such a reflection would constitute her ________.

Answer 25

B) subjective norm

Question 26

26) Which of the following are considered to be underlying factors that are likely to produce a subjective norm?
A) conative predispositions and cognitions
B) normative beliefs and motivation to comply with relevant others
C) affective predispositions toward the behavior and motivation to comply with others
D) intrinsic and extrinsic attributions
E) intention and normative beliefs

Answer 26

B) normative beliefs and motivation to comply with relevant others

Question 27

27) An extension of the theory-of-reasoned-action model is the \_\_\_\_\_\_\_\_, which adds the construct of perceived behavioral control, which is a consumer's perception of whether the behavior is or is not within his or her control.
A) trying-to-consume model
B) theory of planned behavior
C) attitude-toward-object model
D) attitude-toward-behavior model
E) attitude-toward-the-ad model

Answer 27

B) theory of planned behavior

Question 28

28) The \_\_\_\_\_\_\_\_ is designed to account for cases in which the action or outcome is desired but not certain, and reflects the consumer's attempts to consume, whether or not they are successful.
A) theory-of-reasoned-action model
B) trying-to-consume model
C) attitude-toward-object model
D) attitude-toward-behavior model
E) attitude-toward-the-ad model

Answer 28

B) trying-to-consume model

Question 29

29) In the theory of trying to consume, the consumer's attempts to consume may be a result of \_\_\_\_\_\_\_\_ or \_\_\_\_\_\_\_\_ impediments that prevent the desired action or outcome.
A) personal; social
B) personal; environmental
C) social; environmental
D) physical; economic
E) economic; environmental

Answer 29

B) personal; environmental

Question 30

30) According to the attitude-toward-the-ad model, the consumer forms various feelings and judgments as a result of exposure to an ad. If the consumer likes the ad, ________.
A) he is more likely to buy the product
B) he is less likely to buy the product
C) he is less likely to encounter environmental impediments to consumption
D) his like or dislike has no relevance to his likelihood of purchasing the product
E) he is more likely to attribute satisfaction with the product internally

Answer 30

A) he is more likely to buy the product

Question 31

31) Chris notices the label for a popular brand of yogurt suggests the yogurt has more potassium than a banana. Chris had not previously associated the yogurt brand, or any other yogurt, with potassium. In this example, the marketer ________.
A) changed the relative evaluation of an existing attribute
B) changed the importance of an existing attribute
C) added a new attribute
D) developed a favorable attitude toward the ad
E) used priming

Answer 31

C) added a new attribute

Question 32

32) Attitudes toward online shopping are a function of all of the following EXCEPT \_\_\_\_\_\_\_\_.
A) purchase convenience
B) information abundance
C) service quality
D) promotions
E) homepage design

Answer 32

D) promotions

Question 33

33) The tuna marketers’ task in the “tunathewonderfish.com” website and related campaign was to ________.
A) turn an approach object into an avoidance object
B) turn an avoidance object into an approach object
C) turn a knowledge object into a utilitarian object
D) turn a utilitarian object into a knowledge object
E) turn a utilitarian object into an avoidance object

Answer 33

B) turn an avoidance object into an approach object

Question 34

34) The objective of the “tunathewonderfish.com” website and related campaign was to ________.
A) communicate that tuna is good for your heart
B) communicate that tuna is part of a healthy diet
C) communicate that tuna is great on the go
D) restore consumer confidence in tuna
E) all of the above

Answer 34

E) all of the above

Question 35

35) Changing attitudes according to their applicable consumer motivations is known as the \_\_\_\_\_\_\_\_.
A) favorable approach
B) functional approach
C) competitive approach
D) industrial approach
E) goodwill approach

Answer 35

B.)functional approach

Question 36

36) Ben has a positive attitude toward Nova Hiking Gear because a pair of Nova hiking boots he owns have proven to be very durable and to provide good support during long hikes. Ben has formed this attitude based on the boots' \_\_\_\_\_\_\_\_.
A) ego-defensive function
B) utilitarian function
C) value-expressive function
D) knowledge function
E) intention function

Answer 36

B) utilitarian function

Question 37

37) With its slogan "Because self-confidence is priceless," Iron Band Deodorant is trying to attract customers by emphasizing the brand's \_\_\_\_\_\_\_\_.
A) ego-defensive function
B) utilitarian function
C) value-expressive function
D) knowledge function
E) intention function

Answer 37

A) ego-defensive function

Question 38

38) Ads for cosmetics and personal care products acknowledge the fact that people want to protect their self-images from inner feelings of doubt. This is consistent with which basic motivational functions?
A) the ego-defensive function
B) the knowledge function
C) the utilitarian function
D) the value-expressive function
E) the intention function

Answer 38

A) the ego-defensive function

Question 39

39) An ad for a new allergy medication includes a bar graph which demonstrates the product's superiority by contrasting its allergy symptom relief abilities with other allergy medications. This is consistent with which basic motivational functions?
A) the ego-defensive function
B) the knowledge function
C) the utilitarian function
D) the value-expressive function
E) the intention function

Answer 39

B) the knowledge function

Question 40

40) If a consumer segment generally holds a positive attitude toward owning the latest designer jeans and values having the latest and greatest in designer jeans, then that segment's attitude toward new brands of designer jeans are likely to reflect that orientation. This is an example of the \_\_\_\_\_\_\_\_ of attitude.
A) ego-defensive function
B) utilitarian function
C) value-expressive function
D) knowledge function
E) intention function

Answer 40

C) value-expressive function

Question 41

41) An example of the \_\_\_\_\_\_\_\_ function of motivation is for Crest to point out how its new toothbrush is superior to all other toothbrushes in controlling gum disease by removing more plaque.
A) ego-defensive
B) knowledge
C) utilitarian
D) value-expressive
E) intention

Answer 41

B) knowledge

Question 42

42) Tom is looking to lose weight by cutting carbohydrates out of his diet, particularly from regular sodas, but has a negative attitude towards diet. Diet Coke promotes its association with the American Heart Association, which generates goodwill from Tom. What strategy did the company use?
A) changing the relative evaluation of attributes
B) associating the product with a special group, event or cause
C) changing the basic motivational function
D) changing consumer beliefs about competitor brands
E) changing consumers’ subjective norms

Answer 42

B) associating the product with a special group, event or cause

Question 43

43) Which of the following is true of consumer brand beliefs in the context of changing consumer attitudes?
A) Consumers tend to interpret ambiguous information in ways that challenge their preexisting attitudes.
B) Consumers frequently resist evidence that challenges strongly held attitudes or beliefs.
C) The easiest way to change consumer attitudes is to attack longstanding brand beliefs.
D) Consumers generally embrace evidence that challenges strongly held attitudes and beliefs.
E) Brand loyalty is very rare and so it is relatively easy for marketers to change brand beliefs.

Answer 43

B) Consumers frequently resist evidence that challenges strongly held attitudes or beliefs.

Question 44

44) The Elaboration Likelihood Model proposes that consumers' attitudes are changed by two distinctly different routes to persuasion: \_\_\_\_\_\_\_\_ routes and \_\_\_\_\_\_\_\_ routes.
A) central; logical
B) main; secondary
C) central; peripheral
D) rational; emotional
E) direct; indirect

Answer 44

Answer: C

Question 45

45) When consumers are willing to exert the effort to comprehend, learn, or evaluate the available information about the attitude object, learning and attitude change occur via the \_\_\_\_\_\_\_\_ to persuasion.
A) central route
B) celebrity endorsement
C) peripheral route
D) functional approach
E) dual mediation model

Answer 45

Answer: A

Question 46

46) When a consumer's motivation or assessment skills are low, learning and attitude change tend to occur via the \_\_\_\_\_\_\_\_ to persuasion.
A) central route
B) tricomponent route
C) functional route
D) primary route
E) peripheral route

Answer 46

E) peripheral route

Question 47

47) Recent research has found that largely cognitive processing, via the \_\_\_\_\_\_\_\_, has an emotional core.
A) central route
B) tricomponent route
C) functional route
D) primary route
E) peripheral route

Answer 47

A) central route

Question 48

48) Central brand claims that are critical to the evaluation of the product's utilitarian attributes are most likely processed via the \_\_\_\_\_\_\_\_.
A) central route
B) tricomponent route
C) functional route
D) primary route
E) peripheral route

Answer 48

A) central route

Question 49

49) Attitude change via the peripheral route may be an outcome of \_\_\_\_\_\_\_\_ like cents-off coupons, free samples, beautiful background scenery, great packaging, or a celebrity endorsement.
A) core route
B) primary inducements
C) functional route
D) secondary inducements
E) passive route

Answer 49

D) secondary inducements

Question 50

50) A popular pop singing sensation is a spokesperson for a cellular phone company. As a non-expert celebrity endorser, her presence in communications about the cellular phone company's service is likely to be processed via the \_\_\_\_\_\_\_\_.
A) central route
B) tricomponent route
C) functional route
D) primary route
E) peripheral route

Answer 50

E) peripheral route