Question 1

Discuss the strategies that can be used to change attitudes, intentions, and behavior of consumers.

Accepted Answer

There are several strategies that can be

Question 2

_____ refers to an ad providing information to consumers.

Accepted Answer

A)  Emotional contagion 
B)  The sleeper effect 
C)  The hedonic dimension 
D)  The functional dimension 
E)  Emotional appeal 
A)  Emotional contagion 
B)  The sleeper effect 
C)  The hedonic dimension 
D)  The functional dimension 
E)  Emotional appeal

Question 3

Jeremiah watched an advertisement for a breakfast cereal on TV. The advertisement was endorsed by a famous actor. After a few weeks, he could not remember the actor who was featured in the ad, but he could remember the message of the ad. This is an example of _____.

Accepted Answer

A)  attitude confidence 
B)  symbolic motivation 
C)  emotional contagion 
D)  the endowment effect 
E)  the sleeper effect 
A)  attitude confidence 
B)  symbolic motivation 
C)  emotional contagion 
D)  the endowment effect 
E)  the sleeper effect

Question 4

Which of the following is an ego-focused response?

Accepted Answer

A)  Doubt 
B)  Association 
C)  Happiness 
D)  Recognition 
E)  Evaluation 
A)  Doubt 
B)  Association 
C)  Happiness 
D)  Recognition 
E)  Evaluation

Question 5

Two-sided messages are marketing messages that present only positive information.

Accepted Answer

A) True 
 B)False

Question 6

An indirect comparative message is:

Accepted Answer

A)  one in which the offering is compared with those of unnamed competitors. 
B)  a message delivered by a low-credibility source. 
C)  a thought that discounts or attacks the message source. 
D)  a message that is forgotten more quickly than the source. 
E)  one in which a company's new product is compared to its original product. 
A)  one in which the offering is compared with those of unnamed competitors. 
B)  a message delivered by a low-credibility source. 
C)  a thought that discounts or attacks the message source. 
D)  a message that is forgotten more quickly than the source. 
E)  one in which a company's new product is compared to its original product.

Question 7

Freulia Corp. is a manufacturer of personal care products. In one of its TV advertisements, the shampoo manufactured by Freulia Corp. is placed near the shampoo manufactured by Magnira Corp., another manufacturer of personal care products. The advertisement compares the features of Freulia Corp.'s shampoo with Magnira Corp.'s. This is an example of _____.

Accepted Answer

A)  word-of-mouth advertising 
B)  a counterargument 
C)  the sleeper effect 
D)  product placement 
E)  direct comparative advertising 
A)  word-of-mouth advertising 
B)  a counterargument 
C)  the sleeper effect 
D)  product placement 
E)  direct comparative advertising

Question 8

In the context of high effort, explain the major factors that have been found to lead to a positive attitude toward an ad.​​

Accepted Answer

In the context of high effort, several m

Question 9

_____ are thoughts that express disagreement with the message.

Accepted Answer

A)  One-sided arguments 
B)  Counterarguments 
C)  Affective responses 
D)  Comparative arguments 
E)  Source derogations 
A)  One-sided arguments 
B)  Counterarguments 
C)  Affective responses 
D)  Comparative arguments 
E)  Source derogations

Question 10

Callie is watching TV commercials. What are the possible responses that can be expected from Callie?

Accepted Answer

As a viewer watching TV commercials, Cal

Question 11

Which of the following statements is true of cognitive responses?

Accepted Answer

A)  Cognitive responses are generally more influential than affective responses. 
B)  Source derogations result in a favorable initial attitude or resistance to attitude change. 
C)  Consumers exert little effort in responding to a direct marketing message. 
D)  Consumers form attitudes based on their cognitive responses. 
E)  Source derogations are thoughts that express agreement with the message. 
A)  Cognitive responses are generally more influential than affective responses. 
B)  Source derogations result in a favorable initial attitude or resistance to attitude change. 
C)  Consumers exert little effort in responding to a direct marketing message. 
D)  Consumers form attitudes based on their cognitive responses. 
E)  Source derogations are thoughts that express agreement with the message.

Question 12

Consumers with promotion-focused goals are motivated to act in ways to achieve positive outcomes, focusing on hopes, wants, and accomplishments.

Accepted Answer

A) True 
 B)False

Question 13

_____ occurs when consumers forget the source of a message more quickly than they forget the message.

Accepted Answer

A)  Attitude confidence 
B)  Symbolic motivation 
C)  Emotional contagion 
D)  The sleeper effect 
E)  The endowment effect 
A)  Attitude confidence 
B)  Symbolic motivation 
C)  Emotional contagion 
D)  The sleeper effect 
E)  The endowment effect

Question 14

Attitudes are more likely to predict consumers' behavior when:

Accepted Answer

A)  the consumers are not emotionally attached to the product. 
B)  the consumers are knowledgeable about the object of the attitude. 
C)  the consumers' cognitive involvement and elaboration are low. 
D)  the consumers are exposed to an advertising message but do not actually try the product. 
E)  the consumers' affective involvement is low. 
A)  the consumers are not emotionally attached to the product. 
B)  the consumers are knowledgeable about the object of the attitude. 
C)  the consumers' cognitive involvement and elaboration are low. 
D)  the consumers are exposed to an advertising message but do not actually try the product. 
E)  the consumers' affective involvement is low.

Question 15

Briefly discuss some of the factors that affect the attitude-behavior relationship of consumers.

Accepted Answer

There are several factors that can affec

Question 16

Explain the cognitive response model.

Accepted Answer

The cognitive response model is a theory

Question 17

The affective function influences consumers' thoughts.

Accepted Answer

A) True 
 B)False

Question 18

In the context of attitudes, which of the following describes how attitudes influence consumers' behavior?

Accepted Answer

A)  Affective involvement 
B)  Cognitive function 
C)  ​Emotional contagion 
D)  Connative function 
E)  Affective function 
A)  Affective involvement 
B)  Cognitive function 
C)  ​Emotional contagion 
D)  Connative function 
E)  Affective function

Question 19

A direct comparative message is the most common type of message in an ad.

Accepted Answer

A) True 
 B)False

Question 20

Mousetrap Corp.'s new advertisements feature Harris, a celebrity. Harris endorses the firm's products and claims that the products work wonders. Some consumers who were dissatisfied with the firm's products view the ad and think that he had been paid to present a positive picture of Mousetrap Corp. In this scenario, the consumers' responses are examples of _____.

Accepted Answer

A)  the endowment effect 
B)  source attractiveness 
C)  source derogations 
D)  the sleeper effect 
E)  one-sided messages 
A)  the endowment effect 
B)  source attractiveness 
C)  source derogations 
D)  the sleeper effect 
E)  one-sided messages

Discuss the strategies that can be used to change attitudes, intentions, and behavior of consumers.

_____ refers to an ad providing information to consumers.

Jeremiah watched an advertisement for a breakfast cereal on TV. The advertisement was endorsed by a famous actor. After a few weeks, he could not remember the actor who was featured in the ad, but he could remember the message of the ad. This is an example of _____.

Which of the following is an ego-focused response?

Two-sided messages are marketing messages that present only positive information.

An indirect comparative message is:

In the context of high effort, explain the major factors that have been found to lead to a positive attitude toward an ad.

_____ are thoughts that express disagreement with the message.

Callie is watching TV commercials. What are the possible responses that can be expected from Callie?

Which of the following statements is true of cognitive responses?

Consumers with promotion-focused goals are motivated to act in ways to achieve positive outcomes, focusing on hopes, wants, and accomplishments.

_____ occurs when consumers forget the source of a message more quickly than they forget the message.

Attitudes are more likely to predict consumers' behavior when:

Briefly discuss some of the factors that affect the attitude-behavior relationship of consumers.

Explain the cognitive response model.

The affective function influences consumers' thoughts.

In the context of attitudes, which of the following describes how attitudes influence consumers' behavior?

A direct comparative message is the most common type of message in an ad.

Understanding Consumer Behavior

Motivation, Ability, and Opportunity

From Exposure to Comprehension

Memory and Knowledge

Attitudes Based on Low Effort

Problem Recognition and Information Search

Judgment and Decision Making Based on High Effort

Judgment and Decision Making Based on Low Effort

Post-Decision Processes

Social Influences on Consumer Behavior

Consumer Diversity

Household and Social Class Influences

Psychographics: Values, Personality, and Lifestyles

Innovations: Adoption, Resistance, and Diffusion

Symbolic Consumer Behavior

Marketing, Ethics, and Social Responsibility in Today's Consumer Society

Filters

Exam 5: Attitudes Based on High Effort

Discuss the strategies that can be used to change attitudes, intentions, and behavior of consumers.

_____ refers to an ad providing information to consumers.

Jeremiah watched an advertisement for a breakfast cereal on TV. The advertisement was endorsed by a famous actor. After a few weeks, he could not remember the actor who was featured in the ad, but he could remember the message of the ad. This is an example of _____.

Which of the following is an ego-focused response?

Two-sided messages are marketing messages that present only positive information.

An indirect comparative message is:

In the context of high effort, explain the major factors that have been found to lead to a positive attitude toward an ad.​​

_____ are thoughts that express disagreement with the message.

Callie is watching TV commercials. What are the possible responses that can be expected from Callie?

Which of the following statements is true of cognitive responses?

Consumers with promotion-focused goals are motivated to act in ways to achieve positive outcomes, focusing on hopes, wants, and accomplishments.

_____ occurs when consumers forget the source of a message more quickly than they forget the message.

Attitudes are more likely to predict consumers' behavior when:

Briefly discuss some of the factors that affect the attitude-behavior relationship of consumers.

Explain the cognitive response model.

The affective function influences consumers' thoughts.

In the context of attitudes, which of the following describes how attitudes influence consumers' behavior?

A direct comparative message is the most common type of message in an ad.

Understanding Consumer Behavior

Motivation, Ability, and Opportunity

From Exposure to Comprehension

Memory and Knowledge

Attitudes Based on Low Effort

Problem Recognition and Information Search

Judgment and Decision Making Based on High Effort

Judgment and Decision Making Based on Low Effort

Post-Decision Processes

Social Influences on Consumer Behavior

Consumer Diversity

Household and Social Class Influences

Psychographics: Values, Personality, and Lifestyles

Innovations: Adoption, Resistance, and Diffusion

Symbolic Consumer Behavior

Marketing, Ethics, and Social Responsibility in Today's Consumer Society

Filters

In the context of high effort, explain the major factors that have been found to lead to a positive attitude toward an ad.