Question 1

A marketing message is a special type of an attitude object.

Accepted Answer

A) True 
 B)False  True

Question 2

In an experiment,two groups were asked to drink the same brand of fruit juice. One group was simply asked politely to try the drink. The second group was tricked into drinking the juice. Suppose that,on average,the second group liked the juice more than the first. How could the theory of cognitive dissonance be used to explain these results?

Accepted Answer

A)  It may violate a person's sense of consistency to be tricked; therefore members of the second group concluded that they really drank the juice because it tasted good. 
B)  It may violate a person's self-esteem to be tricked; consequently the juice was liked more because the respondents had paid a higher psychological price. 
C)  People who were asked politely would have more anticipation and more expectations of the juice than the other group. These pre-tasting conditions were harder to meet than when people were simply tricked into tasting the juice. 
D)  It created a larger sense of cognitive dissonance in the first group because they agree to taste the juice simply by being asked. They expressed their subconscious displeasure by rating the drink more negatively than the second group. 
A)  It may violate a person's sense of consistency to be tricked; therefore members of the second group concluded that they really drank the juice because it tasted good. 
B)  It may violate a person's self-esteem to be tricked; consequently the juice was liked more because the respondents had paid a higher psychological price. 
C)  People who were asked politely would have more anticipation and more expectations of the juice than the other group. These pre-tasting conditions were harder to meet than when people were simply tricked into tasting the juice. 
D)  It created a larger sense of cognitive dissonance in the first group because they agree to taste the juice simply by being asked. They expressed their subconscious displeasure by rating the drink more negatively than the second group. A

Question 3

How strongly or weakly a consumer is committed to a specific attitude relates to the level of involvement she has with the attitude object. Describe the strength of commitment involved in each of the levels.

Accepted Answer

Compliance: At the lowest level of involvement is compliance,an attitude formed because it helps in gaining rewards or avoiding punishment 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.
Identification: A process of identification occurs when attitudes are formed to be 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 hard to change.

Question 4

Kenneth is using a multi-attribute model to make a decision on which college to attend. Scholarly reputation,friendliness of students,and the adequacy of the college placement division are the most important areas that Kenneth is using to measure his list of colleges. Which of the following elements is Kenneth primarily using in his multi-attribute model to make his decision?

Accepted Answer

A)  attributes 
B)  beliefs 
C)  importance weights 
D)  goals 
A)  attributes 
B)  beliefs 
C)  importance weights 
D)  goals

Question 5

Explain and illustrate the concept of post-purchase dissonance with an example.

Accepted Answer

Examples may vary.
Dissonance theory can

Question 6

Are cognition and affect two separate elements of attitudes? Affective responses do not always require prior cognitions according to the position taken by the:

Accepted Answer

A)  cognitive-affect model. 
B)  experiential model. 
C)  independence hypothesis. 
D)  imbalanced-attribute hypothesis. 
A)  cognitive-affect model. 
B)  experiential model. 
C)  independence hypothesis. 
D)  imbalanced-attribute hypothesis.

Question 7

Ben wanted to use the Fishbein model to measure attitudes toward a professional hockey team. What would Ben have to do first to use this model?

Accepted Answer

A)  Determine what salient beliefs people had toward professional hockey teams. 
B)  Determine the important attributes that would pertain to a professional hockey team. 
C)  Determine first what attitudes customers had toward the professional hockey team. 
D)  Determine whether some fans were more loyal than others. 
A)  Determine what salient beliefs people had toward professional hockey teams. 
B)  Determine the important attributes that would pertain to a professional hockey team. 
C)  Determine first what attitudes customers had toward the professional hockey team. 
D)  Determine whether some fans were more loyal than others.

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

The City of Toronto creates a series of radio spots that communicate the social expectation that city residents should compost their organic household waste. This is an example of using a(n)________ to influence attitudes and behaviour.

Accepted Answer

A)  consistency motive 
B)  affiliation goal 
C)  injunctive norm 
D)  implicit expectation 
A)  consistency motive 
B)  affiliation goal 
C)  injunctive norm 
D)  implicit expectation

Question 10

Sarah sees an ad for a popular deodorant. In the ad,a young girl is embarrassed on prom night because of a perspiration stain on her pink prom dress. The punch line of the ad says,"Is yours strong enough when you really need it?" Sarah thinks about the brand she uses,an upcoming date with a new guy,and decides to switch to the advertised brand. Which of the following attitude functions most closely matches the decision made by Sarah?

Accepted Answer

A)  anxiety 
B)  utilitarian 
C)  knowledge 
D)  ego-defensive 
A)  anxiety 
B)  utilitarian 
C)  knowledge 
D)  ego-defensive

Question 11

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

Question 12

When the marketer communicates information about what people commonly do,a ________ is being communicated.

Accepted Answer

A)  descriptive norm 
B)  affiliation goal 
C)  injunctive norm 
D)  implicit expectation 
A)  descriptive norm 
B)  affiliation goal 
C)  injunctive norm 
D)  implicit expectation

Question 13

Marketing managers often reject the concept of low involvement by consumers in processing product or brand information because:

Accepted Answer

A)  it implies that much of marketing communications would be wasted effort. 
B)  their bosses would fire them on the spot if they thought so. 
C)  the billions spent on advertising can't be wrong. 
D)  the proof is that consumers do buy their companies' brands. 
A)  it implies that much of marketing communications would be wasted effort. 
B)  their bosses would fire them on the spot if they thought so. 
C)  the billions spent on advertising can't be wrong. 
D)  the proof is that consumers do buy their companies' brands.

Question 14

Which of the following attitude functions is highly relevant to lifestyle analyses?

Accepted Answer

A)  utilitarian function 
B)  value-expressive function 
C)  motivation function 
D)  ego-defensive function 
A)  utilitarian function 
B)  value-expressive function 
C)  motivation function 
D)  ego-defensive function

Question 15

Many attempts to correlate reported attitude toward something with actual behaviour have found:

Accepted Answer

A)  people cannot be trusted. 
B)  saying something and actually doing can be very different. 
C)  when people say something, they generally do it. 
D)  there is a high correlation between the two. 
A)  people cannot be trusted. 
B)  saying something and actually doing can be very different. 
C)  when people say something, they generally do it. 
D)  there is a high correlation between the two.

Question 16

Explain how balance theory works.

Accepted Answer

Balance theory considers relations among

Question 17

List some of the types of feelings that can be generated in commercials.

Accepted Answer

Specific types of feelings that can be g

Question 18

The extended Fishbein multi-attribute model recognizes a distinction between behavioural intentions and actual behaviour. This is important because:

Accepted Answer

A)  most people only intend to do about 10 percent of the things they actually get around to doing. 
B)  most people lie about their intentions, so intentions are not a very good indication of actual behaviour. 
C)  there are often a number of factors not under the control of the individual that will hinder the ability of any model to predict behaviour perfectly. 
D)  the model depends upon consumers' actual knowledge of the product. 
A)  most people only intend to do about 10 percent of the things they actually get around to doing. 
B)  most people lie about their intentions, so intentions are not a very good indication of actual behaviour. 
C)  there are often a number of factors not under the control of the individual that will hinder the ability of any model to predict behaviour perfectly. 
D)  the model depends upon consumers' actual knowledge of the product.

Question 19

Describe the ABC model of attitudes.

Accepted Answer

An attitude has three components: affect

Question 20

Describe what Katz means by the term "ego-defensive function."

Accepted Answer

The functional theory of attitudes was i

A marketing message is a special type of an attitude object.

How strongly or weakly a consumer is committed to a specific attitude relates to the level of involvement she has with the attitude object. Describe the strength of commitment involved in each of the levels.

Explain and illustrate the concept of post-purchase dissonance with an example.

Are cognition and affect two separate elements of attitudes? Affective responses do not always require prior cognitions according to the position taken by the:

Ben wanted to use the Fishbein model to measure attitudes toward a professional hockey team. What would Ben have to do first to use this model?

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?

The City of Toronto creates a series of radio spots that communicate the social expectation that city residents should compost their organic household waste. This is an example of using a(n)________ to influence attitudes and behaviour.

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.

When the marketer communicates information about what people commonly do,a ________ is being communicated.

Marketing managers often reject the concept of low involvement by consumers in processing product or brand information because:

Which of the following attitude functions is highly relevant to lifestyle analyses?

Many attempts to correlate reported attitude toward something with actual behaviour have found:

Explain how balance theory works.

List some of the types of feelings that can be generated in commercials.

The extended Fishbein multi-attribute model recognizes a distinction between behavioural intentions and actual behaviour. This is important because:

Describe the ABC model of attitudes.

Describe what Katz means by the term "ego-defensive function."

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

A marketing message is a special type of an attitude object.

How strongly or weakly a consumer is committed to a specific attitude relates to the level of involvement she has with the attitude object. Describe the strength of commitment involved in each of the levels.

Explain and illustrate the concept of post-purchase dissonance with an example.

Are cognition and affect two separate elements of attitudes? Affective responses do not always require prior cognitions according to the position taken by the:

Ben wanted to use the Fishbein model to measure attitudes toward a professional hockey team. What would Ben have to do first to use this model?

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?

The City of Toronto creates a series of radio spots that communicate the social expectation that city residents should compost their organic household waste. This is an example of using a(n)________ to influence attitudes and behaviour.

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.

When the marketer communicates information about what people commonly do,a ________ is being communicated.

Marketing managers often reject the concept of low involvement by consumers in processing product or brand information because:

Which of the following attitude functions is highly relevant to lifestyle analyses?

Many attempts to correlate reported attitude toward something with actual behaviour have found:

Explain how balance theory works.

List some of the types of feelings that can be generated in commercials.

The extended Fishbein multi-attribute model recognizes a distinction between behavioural intentions and actual behaviour. This is important because:

Describe the ABC model of attitudes.

Describe what Katz means by the term "ego-defensive function."

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