Exam 8: Attitude and Judgment Formation and Change

Three different university students are exposed to a television advertisement for a new Apple computer.The advertisement contains detailed information about the computer, along with a catchy jingle: *Mary is currently in the market for a new computer, as her roommate spilled coffee on her old one.Mary is studying at her desk for an exam as the advertisement plays on the screen in the background. *Terri is working out at the recreation center and is watching television as she exercises.The ad appears on the Channel she is watching.She bought a new PC last semester. *Chris is sitting in the campus computer support office when the advertisement appears on the portable TV in the office.He is watching television to pass the time and is enjoying the break from studying.Chris is very interested in computers because he is a computer science major and interns in the computer support office 5 hours a week.According to the elaboration likelihood model of persuasion, which of the students would most likely be persuaded by the ad through the central route to persuasion?

For some consumers, clothing style is more important than function, and taste is more important than healthiness. These opinions are examples of beliefs related to the importance of product attributes.

Expert sources are more effective when the message is simple, but attractive sources are more effective when the message is complex.

From an Elaboration Likelihood Model of Persuasion perspective, briefly describe the multiple ways in which people are persuaded and the major determinant(s)/influence(s) of that process.

The theory of reasoned action suggests marketers can change consumers' attitudes by changing their beliefs or evaluations about product attributes.

Consumers must be motivated to follow the central route to persuasion.

Which of the following is not a major type of belief?

The theory of reasoned action uses a weighted average model to determine how beliefs are combined to form attitudes.

Consider the equation presented in your readings: AR(l-CA).In this equation, what does the term CA refer to?

Torn is in the market for a new oven for his horne.He compares several models at the store.Using the price/quality heuristic (high price is gauge for high quality), he concludes that the new Electrolux Oven is the best choice since it is the most expensive oven on the market.However, Torn knows nothing about this brand and so he is not confident That he is making the right choice.According to the heuristic/systematic model, what should Torn do?

The theory of reasoned action is no longer popular because researchers have found that subjective norms, social rules for behavior, do not influence consumer purchase intentions.

Persuasion tends to be most effective when the likelihood of receiving and comprehending a message and the tendency to counterargue are both high.

Consider the equation presented in your readings for the theory of reasoned action: A7 be.In this equation, what does the term b refer to?

What are the five important parameters of judgment?

The elaboration likelihood model emphasizes that there is one route to persuasion.

"These potato chips are very salty." This statement is an example of an attitnde.

Bill is in the market for a new oven for his horne.He compares several models at the store.He concludes that the new Electrolux Oven must be the highest quality oven on the market siuce it is the most expensive.Bill has developed what type of belief?

The weights used in the information integration theory model always sum to one.

Likert scales should not be used to measure beliefs.

Attitudes are always based on beliefs.