Chapter 7

Question 1

Attitude

Answer 1

lasting, general evaluation of people, objects, advertisements, or issues

Question 2

Attitude Object

Answer 2

anything toward which one has an attitude

Question 3

Utilitarian Function

Answer 3

Relates to rewards and punishments

Question 4

Value-Expressive Function:

Answer 4

Expresses consumer’s values or self-concept

Question 5

Ego-Defensive Function

Answer 5

Protect ourselves from external threats or internal feelings

Question 6

Knowledge Function

Answer 6

Need for order, structure, or meaning

Question 7

Standard Learning

Answer 7

Cognition, Affect, Behavior, Attitude

Question 8

Low-Involvement Hierarchy

Answer 8

Cognition, Behavior, Affect, Attitude

Question 9

Experiential Hierarchy

Answer 9

Affect, Behavior, Cognition, Attitude

Question 10

Internalization

Answer 10

Highest Level of attitude commitment: deep seeded attitudes become part of consumer’s value system

Question 11

Identification

Answer 11

Mid-level attitude commitment: attitudes formed in order to conform to another person or group

Question 12

Compliance

Answer 12

Lowest level attitude commitment: consumer forms attitude because it gains reward or avoids punishments

Question 13

Consistency Principle

Answer 13

We value/seek harmony among thoughts, feelings, and behaviors. We will change components to make them consistent.

Question 14

Foot-in-the-Door Technique

Answer 14

Consumer is more likely to comply with a request if he has first agreed to comply with a smaller request

Question 15

Low-Ball Technique

Answer 15

Person is asked for a small favor and is informed after agreeing to it that it will be very costly.

Question 16

Social Judgement Theory

Answer 16

We assimilate new information about attitude objects in light of what we already know/feel.

Question 17

The Traditional Communications Model

Answer 17

Source, Message, Medium, Consumers, fed back to source.

Question 18

M-Commerce

Answer 18

Marketers promote goods and services via wireless devices