Question 1

Jeannette sought out lots of information, considered information carefully, and arrived at a thoughtful decision about her new home theatre system. The hierarchy exhibited here is:

Accepted Answer

A)  Zajonc's. 
B)  low involvement. 
C)  sensory selection. 
D)  high involvement. 
A)  Zajonc's. 
B)  low involvement. 
C)  sensory selection. 
D)  high involvement. D

Question 2

Describe the three levels of involvement affecting consumer commitment to an attitude.

Accepted Answer

Compliance: At the lowest level of involvement, compliance, an attitude is formed because it helps gain rewards or avoid punishments from others. This attitude is very superficial; it is likely to change when the person's behaviour is no longer monitored by others or when another option becomes available. A person may drink Pepsi because this is the brand that all of his friends drink and he doesn't want to rock the boat.
Identification: A process of identification occurs when attitudes are formed so that the consumer will then feel similar to another person or group. Advertising that depicts the social consequences of choosing some products over others is relying on the tendency of consumers to imitate the behaviour of desirable models.
Internalization: At a high level of involvement, deep-seated attitudes are internalized and become part of the person's value system. These attitudes are very difficult to change because they are so important to the individual.

Question 3

According to the functional theory of attitudes, attitudes are determined by a person's motives.

Accepted Answer

A) True 
 B)False  True

Question 4

The "Rock the Vote" campaign used musicians and rock stars to communicate that voting is something that we all should be doing. This is an example of using a(n):

Accepted Answer

A)  behavioural judgment. 
B)  descriptive norm. 
C)  affiliation goal. 
D)  injunctive norm. 
A)  behavioural judgment. 
B)  descriptive norm. 
C)  affiliation goal. 
D)  injunctive norm.

Question 5

John has a low involvement relationship with the bathroom tissue he buys. What can the manufacturer do to appeal to John?

Accepted Answer

The low involvement consumer initially d

Question 6

Rather than selling someone on the price of a $150 000 Mercedes Benz right off the bat, marketers find that getting agreement on a variable like colour or styling first helps. This relates to the ________ technique.

Accepted Answer

A)  foot-in-the-door 
B)  cognitive association 
C)  brand strengthening 
D)  frame of reference 
A)  foot-in-the-door 
B)  cognitive association 
C)  brand strengthening 
D)  frame of reference

Question 7

Cues that connect the descriptive norm to the immediate setting enhance the impact of the descriptive norm.

Accepted Answer

A) True 
 B)False

Question 8

Several of the following cultural roadblocks diminish the universality of the theory of reasoned action. Which of the following statements depicts one of those roadblocks?

Accepted Answer

A)  The model was developed to deal with actual behaviour, not with the outcomes of behaviour. 
B)  The model was developed to predict the performance of any involuntary act. 
C)  The relative impact of subjective norms may vary across cultures. 
D)  The model measures behaviour and thus presupposed that consumers are actively monitoring past behaviours at time of purchase. 
A)  The model was developed to deal with actual behaviour, not with the outcomes of behaviour. 
B)  The model was developed to predict the performance of any involuntary act. 
C)  The relative impact of subjective norms may vary across cultures. 
D)  The model measures behaviour and thus presupposed that consumers are actively monitoring past behaviours at time of purchase.

Question 9

Bill is watching a television show. When an advertisement comes on, he has a predisposition to respond to that advertisement in a favourable or unfavourable manner. This predisposition is referred to as a(n):

Accepted Answer

A)  advertisement potential. 
B)  attitude toward the advertisement. 
C)  promotional probability. 
D)  promotional influence. 
A)  advertisement potential. 
B)  attitude toward the advertisement. 
C)  promotional probability. 
D)  promotional influence.

Question 10

Zajonc's hierarchy of effects model involves:

Accepted Answer

A)  cognition → affect → behaviour. 
B)  behaviour → affect → cognition. 
C)  affect → behaviour → beliefs. 
D)  cognition → behaviour → affect. 
A)  cognition → affect → behaviour. 
B)  behaviour → affect → cognition. 
C)  affect → behaviour → beliefs. 
D)  cognition → behaviour → affect.

Question 11

Karen is in favour of designated driver systems. When she makes plans to go out with friends and sees a commercial for a company that will drive your car home for you she is likely to respond favourably. According to social judgement theory, what is happening here?

Accepted Answer

Social judgment theory assumes that peop

Question 12

A lasting, general evaluation of people (including oneself), objects, and issues is a(n):

Accepted Answer

A)  opinion. 
B)  impression. 
C)  attitude. 
D)  value. 
A)  opinion. 
B)  impression. 
C)  attitude. 
D)  value.

Question 13

Which of the following best expresses what marketers mean by attitude?

Accepted Answer

A)  how hard Jane will work to obtain a goal 
B)  the preference that Sam holds for Chinese food over Mexican food 
C)  how fast Kim learns to find her way around a new neighbourhood 
D)  the unease that Kyle feels every time he is forced to stay in a small confined space 
A)  how hard Jane will work to obtain a goal 
B)  the preference that Sam holds for Chinese food over Mexican food 
C)  how fast Kim learns to find her way around a new neighbourhood 
D)  the unease that Kyle feels every time he is forced to stay in a small confined space

Question 14

Compare and contrast descriptive norms and injunctive norms. Give an example of how each might be used in a city-wide campaign encouraging consumers to recycle.

Accepted Answer

Examples may vary.
Descriptive norms are

Question 15

Which of the following is a strategic application of multi-attribute models?

Accepted Answer

A)  capitalize on a brand's disadvantage 
B)  weaken perceived product-attribute links 
C)  avoid comparative advertising 
D)  add a new product feature 
A)  capitalize on a brand's disadvantage 
B)  weaken perceived product-attribute links 
C)  avoid comparative advertising 
D)  add a new product feature

Question 16

Cindy is watching a television advertisement. The only elements that will influence Cindy's attitude toward the advertisement are her attitude toward the advertiser and the mood evoked by the ad.

Accepted Answer

A) True 
 B)False

Question 17

After an automobile purchase, there is a good chance that buyers will come across some information (better price somewhere; competitor superiority) that will conflict with their purchase. Knowing this, marketers should:

Accepted Answer

A)  if customers call, immediately refund their purchase. 
B)  avoid customers, and let their emotions settle down. 
C)  call customers with additional information to support purchase. 
D)  send customers to an information website. 
A)  if customers call, immediately refund their purchase. 
B)  avoid customers, and let their emotions settle down. 
C)  call customers with additional information to support purchase. 
D)  send customers to an information website.

Question 18

The three components of the Fishbein model are:

Accepted Answer

A)  attributes, object-attribute linkages, and objects. 
B)  salient beliefs, object-attribute linkages, and evaluation. 
C)  attributes, beliefs, and importance weights. 
D)  characteristics, beliefs, and importance weights. 
A)  attributes, object-attribute linkages, and objects. 
B)  salient beliefs, object-attribute linkages, and evaluation. 
C)  attributes, beliefs, and importance weights. 
D)  characteristics, beliefs, and importance weights.

Question 19

Craig complained to his friend Jess that a class was too hard and he believed that the teacher was not being fair with his grading standards. Jess replied, "Craig, you really have an attitude problem." What is the relationship between the manner in which the term "attitude" is used in common conversation and the how it is defined in consumer behaviour?

Accepted Answer

A)  There is no relationship. Common usage is not the same as attitudes as seen by the researchers who study consumer behaviour. 
B)  The term attitude is widely used in popular culture in much the same way it is used in studying consumer behaviour. 
C)  They are different in that popular culture does not recognize that attitudes are temporary. Otherwise the usage is the same. 
D)  They are similar except that popular culture assumes that attitudes are related to beliefs, and research scientists have shown that there is no such relationship. 
A)  There is no relationship. Common usage is not the same as attitudes as seen by the researchers who study consumer behaviour. 
B)  The term attitude is widely used in popular culture in much the same way it is used in studying consumer behaviour. 
C)  They are different in that popular culture does not recognize that attitudes are temporary. Otherwise the usage is the same. 
D)  They are similar except that popular culture assumes that attitudes are related to beliefs, and research scientists have shown that there is no such relationship.

Question 20

The attention-catching ad for the newly launched healthy cereal from a well-respected food company is repeated numerous times on Ron's favourite sports program. Ron's Aad should be positive.

Accepted Answer

A) True 
 B)False

Jeannette sought out lots of information, considered information carefully, and arrived at a thoughtful decision about her new home theatre system. The hierarchy exhibited here is:

Describe the three levels of involvement affecting consumer commitment to an attitude.

According to the functional theory of attitudes, attitudes are determined by a person's motives.

The "Rock the Vote" campaign used musicians and rock stars to communicate that voting is something that we all should be doing. This is an example of using a(n):

John has a low involvement relationship with the bathroom tissue he buys. What can the manufacturer do to appeal to John?

Rather than selling someone on the price of a $150 000 Mercedes Benz right off the bat, marketers find that getting agreement on a variable like colour or styling first helps. This relates to the ________ technique.

Cues that connect the descriptive norm to the immediate setting enhance the impact of the descriptive norm.

Several of the following cultural roadblocks diminish the universality of the theory of reasoned action. Which of the following statements depicts one of those roadblocks?

Bill is watching a television show. When an advertisement comes on, he has a predisposition to respond to that advertisement in a favourable or unfavourable manner. This predisposition is referred to as a(n):

Zajonc's hierarchy of effects model involves:

Karen is in favour of designated driver systems. When she makes plans to go out with friends and sees a commercial for a company that will drive your car home for you she is likely to respond favourably. According to social judgement theory, what is happening here?

A lasting, general evaluation of people (including oneself), objects, and issues is a(n):

Which of the following best expresses what marketers mean by attitude?

Compare and contrast descriptive norms and injunctive norms. Give an example of how each might be used in a city-wide campaign encouraging consumers to recycle.

Which of the following is a strategic application of multi-attribute models?

Cindy is watching a television advertisement. The only elements that will influence Cindy's attitude toward the advertisement are her attitude toward the advertiser and the mood evoked by the ad.

After an automobile purchase, there is a good chance that buyers will come across some information (better price somewhere; competitor superiority) that will conflict with their purchase. Knowing this, marketers should:

The three components of the Fishbein model are:

The attention-catching ad for the newly launched healthy cereal from a well-respected food company is repeated numerous times on Ron's favourite sports program. Ron's Aad should be positive.

An Introduction to Consumer Behaviour

Perception

Learning and Memory

Motivation and Affect

The Self

Personality, Lifestyles, and Values

Attitude Change and Interactive Communications

Individual Decision Making

Buying and Disposing

Group Influence and Social Media

Income, Social Class, and Family Structure

Subcultures

Cultural Influences on Consumer Behaviour

The Creation and Diffusion of Culture

Filters

Exam 7: Attitudes

Jeannette sought out lots of information, considered information carefully, and arrived at a thoughtful decision about her new home theatre system. The hierarchy exhibited here is:

Describe the three levels of involvement affecting consumer commitment to an attitude.

According to the functional theory of attitudes, attitudes are determined by a person's motives.

The "Rock the Vote" campaign used musicians and rock stars to communicate that voting is something that we all should be doing. This is an example of using a(n):

John has a low involvement relationship with the bathroom tissue he buys. What can the manufacturer do to appeal to John?

Rather than selling someone on the price of a $150 000 Mercedes Benz right off the bat, marketers find that getting agreement on a variable like colour or styling first helps. This relates to the ________ technique.

Cues that connect the descriptive norm to the immediate setting enhance the impact of the descriptive norm.

Several of the following cultural roadblocks diminish the universality of the theory of reasoned action. Which of the following statements depicts one of those roadblocks?

Bill is watching a television show. When an advertisement comes on, he has a predisposition to respond to that advertisement in a favourable or unfavourable manner. This predisposition is referred to as a(n):

Zajonc's hierarchy of effects model involves:

Karen is in favour of designated driver systems. When she makes plans to go out with friends and sees a commercial for a company that will drive your car home for you she is likely to respond favourably. According to social judgement theory, what is happening here?

A lasting, general evaluation of people (including oneself), objects, and issues is a(n):

Which of the following best expresses what marketers mean by attitude?

Compare and contrast descriptive norms and injunctive norms. Give an example of how each might be used in a city-wide campaign encouraging consumers to recycle.

Which of the following is a strategic application of multi-attribute models?

Cindy is watching a television advertisement. The only elements that will influence Cindy's attitude toward the advertisement are her attitude toward the advertiser and the mood evoked by the ad.

After an automobile purchase, there is a good chance that buyers will come across some information (better price somewhere; competitor superiority) that will conflict with their purchase. Knowing this, marketers should:

The three components of the Fishbein model are:

The attention-catching ad for the newly launched healthy cereal from a well-respected food company is repeated numerous times on Ron's favourite sports program. Ron's Aad should be positive.

An Introduction to Consumer Behaviour

Perception

Learning and Memory

Motivation and Affect

The Self

Personality, Lifestyles, and Values

Attitude Change and Interactive Communications

Individual Decision Making

Buying and Disposing

Group Influence and Social Media

Income, Social Class, and Family Structure

Subcultures

Cultural Influences on Consumer Behaviour

The Creation and Diffusion of Culture

Filters