Question 1

How might celebrities be understood according to balance theory?

Accepted Answer

Balance theory is useful in accounting for the widespread use of celebrities to endorse products.In cases where a triad is not fully formed (e.g.,one involving perceptions about a new product or one about which the consumer does not yet have a well-defined attitude),the marketer can create a positive sentiment relation between the consumer and the product by depicting a positive unit relation between the product and a well-known personality.In other cases,behaviours are discouraged when admired people argue against them,as is the goal when athletes appear in public service advertisements against drinking and driving.

Question 2

Bethany has done a lot of research into which brand of dishwasher to purchase.After weighing the various pros and cons of the brands,she makes her choice.What type of involvement has Bethany displayed and what effect is it likely to have on her relationship with the dishwasher?

Accepted Answer

This is an example of high involvement.When highly involved,a consumer approaches a product decision as a problem-solving process.First,he or she forms beliefs about a product by accumulating knowledge (beliefs)regarding relevant attributes.Next,the consumer evaluates these beliefs and forms a feeling about the product (affect).Finally,based on this evaluation,the consumer engages in a relevant behaviour,such as buying the product.
This careful choice process often results in a type of brand loyalty.The consumer "bonds" with the product over time and is not easily persuaded to experiment with other brands.The standard learning hierarchy assumes that a consumer is highly involved in making a purchase decision.The person is motivated to seek out a lot of information,carefully weigh alternatives,and come to a thoughtful decision.

Question 3

Bonnie is a wine connoisseur.She has spent a lot of time studying the various wines,visiting vineyards,and tasting various vintages.Her attitude can be described as:

Accepted Answer

A)  based on cognitive consistency. 
B)  based on cognitive information processing. 
C)  based on the experiential hierarchy of effects. 
D)  based on hedonic consumption. 
A)  based on cognitive consistency. 
B)  based on cognitive information processing. 
C)  based on the experiential hierarchy of effects. 
D)  based on hedonic consumption. B

Question 4

Why have multi-attribute attitude models become so popular among marketing researchers? What three elements are specified in such models?

Accepted Answer

A simple response from a consumer does n

Question 5

The functional theory of attitudes was initially developed by:

Accepted Answer

A)  Maslow. 
B)  Jung. 
C)  Fishbein. 
D)  Katz. 
A)  Maslow. 
B)  Jung. 
C)  Fishbein. 
D)  Katz.

Question 6

Research has shown that at least three emotional dimensions have been identified in commercials.Two of these emotional dimensions are pleasure and arousal.What is the third emotional dimension?

Accepted Answer

A)  pride 
B)  social connection 
C)  influence 
D)  intimidation 
A)  pride 
B)  social connection 
C)  influence 
D)  intimidation

Question 7

Molson's Ale depicts one male getting turned down for a date because an attractive female notices that he drinks another brand.Shortly after,she accepts a date from a male drinking Molson beer.Molson is trying to get consumers to:

Accepted Answer

A)  be more assertive in product selection. 
B)  imitate the behaviour of successful models. 
C)  choose based on subliminal perception. 
D)  reject competitors based on selective learning. 
A)  be more assertive in product selection. 
B)  imitate the behaviour of successful models. 
C)  choose based on subliminal perception. 
D)  reject competitors based on selective learning.

Question 8

High involvement with a product decision is more likely to lead to brand loyalty than low involvement.

Accepted Answer

A) True 
 B)False

Question 9

What does Katz mean by the "utilitarian function?"

Accepted Answer

The functional theory of attitudes was i

Question 10

What alterations have been made to the original Fishbein model and why?

Accepted Answer

The original Fishbein model,which focuse

Question 11

Both the Fishbein model and the extended Fishbein model attempt to measure the influence of attitudes.What was the flaw in the original model and what was added in the extended model to correct this flaw?

Accepted Answer

The original Fishbein model attempted to

Question 12

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 13

Describe the ABC model of attitudes.

Accepted Answer

An attitude has three components: affect

Question 14

A research firm was using Fishbein's model to measure attitudes,but found that the predictions of the model were insufficient to explain the behaviour of its client's customers.The firm decided to try the extended Fishbein model; what did they need to add to their original research?

Accepted Answer

A)  the age and income of the average customer. 
B)  the social class and the income of the average customer. 
C)  an attitude-tracking program. 
D)  the influence of an individual's attitude toward the act of buying. 
A)  the age and income of the average customer. 
B)  the social class and the income of the average customer. 
C)  an attitude-tracking program. 
D)  the influence of an individual's attitude toward the act of buying.

Question 15

A hotel leaves the message: "JOIN YOUR FELLOW GUESTS IN HELPING TO SAVE THE ENVIRONMENT" in the bathrooms of their guest rooms.This is an example of using a(n)__________.

Accepted Answer

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

Question 16

Andy Wilcox was running for mayor.His campaign manager asked people to put a small pro-Wilcox sign in their yard.Later the manager called the same people and asked if a larger sign could be placed in their yards.He was seldom turned down.This is an example of the foot-in-the-door technique.

Accepted Answer

A) True 
 B)False

Question 17

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 18

Several of the following cultural roadblocks diminish the universality of the theory of reasoned action,EXCEPT:

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 voluntary act. 
C)  the relative impact of subjective norms may vary across cultures. 
D)  the model measures behavioural intentions and thus presupposed that consumers are actively thinking ahead and planning future behaviours. 
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 voluntary act. 
C)  the relative impact of subjective norms may vary across cultures. 
D)  the model measures behavioural intentions and thus presupposed that consumers are actively thinking ahead and planning future behaviours.

Question 19

Fred is trying to understand why his customers feel the way the do about the speakers he sells.He first identifies what speaker attributes are important to his customers,and then analyzes the extent to which his customers believe his speakers contain those attributes.Finally,he identifies the relative importance of each attribute.Fred is utilizing a multi-attribute attitude model.

Accepted Answer

A) True 
 B)False

Question 20

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

Accepted Answer

The functional theory of attitudes was i

How might celebrities be understood according to balance theory?

Bethany has done a lot of research into which brand of dishwasher to purchase.After weighing the various pros and cons of the brands,she makes her choice.What type of involvement has Bethany displayed and what effect is it likely to have on her relationship with the dishwasher?

Bonnie is a wine connoisseur.She has spent a lot of time studying the various wines,visiting vineyards,and tasting various vintages.Her attitude can be described as:

Why have multi-attribute attitude models become so popular among marketing researchers? What three elements are specified in such models?

The functional theory of attitudes was initially developed by:

Research has shown that at least three emotional dimensions have been identified in commercials.Two of these emotional dimensions are pleasure and arousal.What is the third emotional dimension?

Molson's Ale depicts one male getting turned down for a date because an attractive female notices that he drinks another brand.Shortly after,she accepts a date from a male drinking Molson beer.Molson is trying to get consumers to:

High involvement with a product decision is more likely to lead to brand loyalty than low involvement.

What does Katz mean by the "utilitarian function?"

What alterations have been made to the original Fishbein model and why?

Both the Fishbein model and the extended Fishbein model attempt to measure the influence of attitudes.What was the flaw in the original model and what was added in the extended model to correct this flaw?

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

Describe the ABC model of attitudes.

A research firm was using Fishbein's model to measure attitudes,but found that the predictions of the model were insufficient to explain the behaviour of its client's customers.The firm decided to try the extended Fishbein model; what did they need to add to their original research?

A hotel leaves the message: "JOIN YOUR FELLOW GUESTS IN HELPING TO SAVE THE ENVIRONMENT" in the bathrooms of their guest rooms.This is an example of using a(n)__________.

Andy Wilcox was running for mayor.His campaign manager asked people to put a small pro-Wilcox sign in their yard.Later the manager called the same people and asked if a larger sign could be placed in their yards.He was seldom turned down.This is an example of the foot-in-the-door technique.

Several of the following cultural roadblocks diminish the universality of the theory of reasoned action,EXCEPT:

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

How might celebrities be understood according to balance theory?

Bethany has done a lot of research into which brand of dishwasher to purchase.After weighing the various pros and cons of the brands,she makes her choice.What type of involvement has Bethany displayed and what effect is it likely to have on her relationship with the dishwasher?

Bonnie is a wine connoisseur.She has spent a lot of time studying the various wines,visiting vineyards,and tasting various vintages.Her attitude can be described as:

Why have multi-attribute attitude models become so popular among marketing researchers? What three elements are specified in such models?

The functional theory of attitudes was initially developed by:

Research has shown that at least three emotional dimensions have been identified in commercials.Two of these emotional dimensions are pleasure and arousal.What is the third emotional dimension?

Molson's Ale depicts one male getting turned down for a date because an attractive female notices that he drinks another brand.Shortly after,she accepts a date from a male drinking Molson beer.Molson is trying to get consumers to:

High involvement with a product decision is more likely to lead to brand loyalty than low involvement.

What does Katz mean by the "utilitarian function?"

What alterations have been made to the original Fishbein model and why?

Both the Fishbein model and the extended Fishbein model attempt to measure the influence of attitudes.What was the flaw in the original model and what was added in the extended model to correct this flaw?

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

Describe the ABC model of attitudes.

A research firm was using Fishbein's model to measure attitudes,but found that the predictions of the model were insufficient to explain the behaviour of its client's customers.The firm decided to try the extended Fishbein model; what did they need to add to their original research?

A hotel leaves the message: "JOIN YOUR FELLOW GUESTS IN HELPING TO SAVE THE ENVIRONMENT" in the bathrooms of their guest rooms.This is an example of using a(n)__________.

Andy Wilcox was running for mayor.His campaign manager asked people to put a small pro-Wilcox sign in their yard.Later the manager called the same people and asked if a larger sign could be placed in their yards.He was seldom turned down.This is an example of the foot-in-the-door technique.

Several of the following cultural roadblocks diminish the universality of the theory of reasoned action,EXCEPT:

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