Exam 6: Attitudes Based on Low Effort

When consumers are less knowledgeable about a product category, they tend to perceive the product as being more effective when:

Ryan has just started a new semester in college. He attends his first lecture on statistics. Halfway through the lecture, Ryan's disinterest in the subject prompts him to make up his mind that statistics will be boring for the rest of the semester. In this scenario, Ryan has made the _____ form of assessment.

In low-effort processing situations, brand evaluations suffer when consumers are repeatedly exposed to messages about product features.

According to the _____, consumers can have a favorable attitude toward an ad either because they find it believable or because they feel good about it.

Steve watches an ad for a brand of soda that portrays people surfing and having a party on a beach. Steve now associates the soda with fun and exciting people. In the context of consumer attitudes, Steve's behavior is an example of _____.

In classical conditioning, when the unconditioned stimulus is presented first, it is known as _____.

The speaker at the Tomarao Enterprises sales seminar asked her audience "Would you like to be financially independent before the age of 50?" This is best thought of as an example of using _____ to elicit self-referencing.

Repetition of ad messages increases the likelihood that consumers will be better able to process it when making a purchasing decision.

Discuss the circumstances where conditioning is most likely to occur.

The goal of a transformational ad is to:

Low-effort cognition involves classical and evaluative conditioning.

When consumers believe a statement simply because it has been repeated a number of times, it is referred to as _____.

The attitudes of high-effort consumers may be less resistant to attack than those of low-effort consumers because the high-effort people may not resist a message or develop counterarguments.

Discuss how transformational advertising associates the experience of using a product with a unique set of psychological characteristics.

When consumers aid their judgments by inferring that brands with more frequent ads are high in quality, they are forming _____, which are simple rules of thumb that are easy to invoke and require little thought.

_____ is a way of producing a response to a stimulus by repeatedly pairing it with another stimulus that automatically produces this response.

Briefly explain how marketers use pleasant pictures to influence consumers' message processing.

Which of the following emotional responses is elicited with a combination of medium pitch, firm rhythm, and dissonant harmony in a musical piece used in an ad?

A conditioned stimulus is something that:

A research study suggests that consumers' _____ may be the best indicator of advertising effectiveness.