Question 1

High levels of humor in advertisements can limit a consumer's ability to process information regarding the product being advertised.

Accepted Answer

A) True 
 B)False  True

Question 2

Salespeople are trained to assess a potential consumer's attitude toward their company's offerings and to attempt to change that attitude if it is not positive.There are several techniques that help salespeople accomplish this attitude change in potential consumers.Salespeople attempt to change consumer attitudes about their products through _____.

Accepted Answer

A)  persuasion 
B)  segmentation 
C)  positioning 
D)  affect monitoring 
E)  attitude tracking 
A)  persuasion 
B)  segmentation 
C)  positioning 
D)  affect monitoring 
E)  attitude tracking A

Question 3

ATTITUDE SCENARIO
Serena wants to buy a new hair dryer. She surfs the Internet and finally considers buying either a model from Philips or Braun. She rates them on their price, energy consumption, and design. Her evaluative ratings (e) for each attribute and her beliefs of how each brand performs on a given attribute (b) are given below:
  
-Refer to the Attitude Scenario.Serena sees an advertisement for Philips Model A which states that it has the least energy consumption compared to the other models.According to the social judgment theory,which of the following is most likely to happen when she sees this message?

Accepted Answer

A)  Her central route to persuasion will be activated. 
B)  Assimilation will occur. 
C)  She will place the message in the latitude of rejection. 
D)  Her ego-defensive function of attitude will be activated. 
E)  She will change her evaluations about Philips Model A. 
A)  Her central route to persuasion will be activated. 
B)  Assimilation will occur. 
C)  She will place the message in the latitude of rejection. 
D)  Her ego-defensive function of attitude will be activated. 
E)  She will change her evaluations about Philips Model A. C

Question 4

Caroline wants to do her Bachelors in Medicine but is confused about which schools to apply to.She considers her family and friends' advice regarding the best schools to study medicine.They convince her that she must apply at the top-ranked medical schools.But she believes that her parents,both doctors,want her to study in the same school they had studied in,so she considers it as well.In addition to this,she also wishes to study in the same medical school as her best friend.In this scenario,Caroline's focus is on what other people think she should do in addition to her own attitude toward specific schools.Which of the following refers to a consumer attitude model that is best applicable in this instance?

Accepted Answer

A)  Attitude-toward-the-object model 
B)  Changing schema-based affect 
C)  Social judgment model 
D)  Behavioral intentions model 
E)  Elaboration likelihood model 
A)  Attitude-toward-the-object model 
B)  Changing schema-based affect 
C)  Social judgment model 
D)  Behavioral intentions model 
E)  Elaboration likelihood model

Question 5

Roger is an ardent supporter of the Chelsea Football Club.He always wears the team's apparel for Premier League matches in order to fit in and connect with other fans of the famous soccer club.This is an example of the _____ function of attitudes.

Accepted Answer

A)  knowledge 
B)  utilitarian 
C)  ego-defensive 
D)  bilateral 
E)  value-expressive 
A)  knowledge 
B)  utilitarian 
C)  ego-defensive 
D)  bilateral 
E)  value-expressive

Question 6

Which of the following is true of the attitude-toward-the-object approach?

Accepted Answer

A)  Changing evaluations of an attribute is usually easier than changing the strength of a belief regarding that attribute. 
B)  Changing belief involves convincing consumers that an attribute is not as positive or negative as they may think. 
C)  New beliefs are always tied to new attributes. 
D)  Adding beliefs about new attributes may require a physical change to the product itself. 
E)  When a valued attribute that was not previously considered is added, the overall attitude toward the complex may be adversely affected. 
A)  Changing evaluations of an attribute is usually easier than changing the strength of a belief regarding that attribute. 
B)  Changing belief involves convincing consumers that an attribute is not as positive or negative as they may think. 
C)  New beliefs are always tied to new attributes. 
D)  Adding beliefs about new attributes may require a physical change to the product itself. 
E)  When a valued attribute that was not previously considered is added, the overall attitude toward the complex may be adversely affected.

Question 7

Source effects is a term used to describe how the appeal of a message and its construction affect persuasion.

Accepted Answer

A) True 
 B)False

Question 8

According to the balance theory,consistency in the triad (composed of observer,person,and object)is maintained when the multiplication of the signs in the sentiment and unit relations results in a negative value.

Accepted Answer

A) True 
 B)False

Question 9

According to the elaboration likelihood model of persuasion,if a consumer is not involved with a message or lacks either the motivation or ability to process information,the _____ route to persuasion will be followed.

Accepted Answer

A)  central 
B)  peripheral 
C)  primary 
D)  relational 
E)  abstract 
A)  central 
B)  peripheral 
C)  primary 
D)  relational 
E)  abstract

Question 10

According to the balance theory,the relations between the elements of observer,person,and object are referred to as _____.

Accepted Answer

A)  primacy relations 
B)  sentiment relations 
C)  central relations 
D)  peripheral relations 
E)  affective relations 
A)  primacy relations 
B)  sentiment relations 
C)  central relations 
D)  peripheral relations 
E)  affective relations

Question 11

Source likeability affects persuasion more for consumers with high need for cognition than for those with a low degree of this trait.

Accepted Answer

A) True 
 B)False

Question 12

Tom strongly believes that raising tax rates for the rich is the only way to steer the economy out of a recession because it is likely to generate greater tax revenue for the government.Even when his friend Sam pointed at factual information illustrating that the government indeed receives greater tax revenues when tax rates are uniformly low for all Americans,Tom refused to accept Sam's input and change his attitude.Interestingly,the input provided by Sam further strengthened Tom's initial attitude.In this instance,_____ can be said to have occurred.

Accepted Answer

A)  assimilation 
B)  attitude tracking 
C)  a recency effect 
D)  a contrast effect 
E)  a change in belief 
A)  assimilation 
B)  attitude tracking 
C)  a recency effect 
D)  a contrast effect 
E)  a change in belief

Question 13

Which of the following best describes the matchup hypothesis?

Accepted Answer

A)  It states that the more strongly held an attitude is, the more difficult it is to change. 
B)  It states that a source feature is most effective when it is matched with relevant products. 
C)  It illustrates how attitudes are changed based on differing levels of consumer involvement. 
D)  It refers to a perception of the extent to which a spokesperson is presenting a message that he or she truly believes, with no reason to present false information. 
E)  It states that human beings prefer consistency among their beliefs, attitudes, and behaviors. 
A)  It states that the more strongly held an attitude is, the more difficult it is to change. 
B)  It states that a source feature is most effective when it is matched with relevant products. 
C)  It illustrates how attitudes are changed based on differing levels of consumer involvement. 
D)  It refers to a perception of the extent to which a spokesperson is presenting a message that he or she truly believes, with no reason to present false information. 
E)  It states that human beings prefer consistency among their beliefs, attitudes, and behaviors.

Question 14

Ryan Moore has a "Free Tibet" bumper sticker on his car because he feels strongly about the Tibetan Independence movement and supports the cause.Which of the following refers to a function of attitudes represented in this instance?

Accepted Answer

A)  Utilitarian function 
B)  Reinforcement function 
C)  Knowledge function 
D)  Value-expressive function 
E)  Ego-defensive function 
A)  Utilitarian function 
B)  Reinforcement function 
C)  Knowledge function 
D)  Value-expressive function 
E)  Ego-defensive function

Question 15

Noise,in the basic communication model,represents all the stimuli in the environment that assist the communication process.

Accepted Answer

A) True 
 B)False

Question 16

The statement,"I always buy Honda automobiles",is an example of the _____ component of attitude.

Accepted Answer

A)  affect 
B)  cognition 
C)  behavior 
D)  trustworthiness 
E)  abstract 
A)  affect 
B)  cognition 
C)  behavior 
D)  trustworthiness 
E)  abstract

Question 17

When material presented early in a message is most influential,a _____ is said to occur.

Accepted Answer

A)  primacy effect 
B)  contrast effect 
C)  recency effect 
D)  peripheral effect 
E)  negative effect 
A)  primacy effect 
B)  contrast effect 
C)  recency effect 
D)  peripheral effect 
E)  negative effect

Question 18

ATTITUDE SCENARIO
Serena wants to buy a new hair dryer. She surfs the Internet and finally considers buying either a model from Philips or Braun. She rates them on their price, energy consumption, and design. Her evaluative ratings (e) for each attribute and her beliefs of how each brand performs on a given attribute (b) are given below:
  
-Refer to the Attitude Scenario.Based on the attitude-toward-the-object model,what is Serena's overall attitude   toward Philips Model A?

Accepted Answer

A)  21 
B)  50 
C)  54 
D)  44 
E)  62 
A)  21 
B)  50 
C)  54 
D)  44 
E)  62

Question 19

According to social judgment theory,for a message to fall within a consumer's latitude of acceptance,the information presented must be perceived as coming from a credible source.

Accepted Answer

A) True 
 B)False

Question 20

What is the hierarchy of effects? Briefly describe the different hierarchies.

Accepted Answer

The ABC approach to consumer attitudes s

High levels of humor in advertisements can limit a consumer's ability to process information regarding the product being advertised.

Roger is an ardent supporter of the Chelsea Football Club.He always wears the team's apparel for Premier League matches in order to fit in and connect with other fans of the famous soccer club.This is an example of the _____ function of attitudes.

Which of the following is true of the attitude-toward-the-object approach?

Source effects is a term used to describe how the appeal of a message and its construction affect persuasion.

According to the balance theory,consistency in the triad (composed of observer,person,and object)is maintained when the multiplication of the signs in the sentiment and unit relations results in a negative value.

According to the elaboration likelihood model of persuasion,if a consumer is not involved with a message or lacks either the motivation or ability to process information,the _____ route to persuasion will be followed.

According to the balance theory,the relations between the elements of observer,person,and object are referred to as _____.

Source likeability affects persuasion more for consumers with high need for cognition than for those with a low degree of this trait.

Which of the following best describes the matchup hypothesis?

Ryan Moore has a "Free Tibet" bumper sticker on his car because he feels strongly about the Tibetan Independence movement and supports the cause.Which of the following refers to a function of attitudes represented in this instance?

Noise,in the basic communication model,represents all the stimuli in the environment that assist the communication process.

The statement,"I always buy Honda automobiles",is an example of the _____ component of attitude.

When material presented early in a message is most influential,a _____ is said to occur.

According to social judgment theory,for a message to fall within a consumer's latitude of acceptance,the information presented must be perceived as coming from a credible source.

What is the hierarchy of effects? Briefly describe the different hierarchies.

What is CB and Why Should I Care?

Value and the Consumer Behavior Value Framework

Consumer Learning Starts Here: Perception

Comprehension, Memory, and Cognitive Learning

Motivation and Emotion: Driving Consumer Behavior

Personality, Lifestyles, and the Self-Concept

Group and Interpersonal Influence

Consumer Culture

Microcultures

Consumers in Situations

Decision Making I: Need Recognition and Search

Decision Making II: Alternative Evaluation and Choice

Consumption to Satisfaction

Consumer Relationships

Consumer and Marketing Misbehavior

Filters

Exam 7: Attitudes and Attitude Change

High levels of humor in advertisements can limit a consumer's ability to process information regarding the product being advertised.

Roger is an ardent supporter of the Chelsea Football Club.He always wears the team's apparel for Premier League matches in order to fit in and connect with other fans of the famous soccer club.This is an example of the _____ function of attitudes.

Which of the following is true of the attitude-toward-the-object approach?

Source effects is a term used to describe how the appeal of a message and its construction affect persuasion.

According to the balance theory,consistency in the triad (composed of observer,person,and object)is maintained when the multiplication of the signs in the sentiment and unit relations results in a negative value.

According to the elaboration likelihood model of persuasion,if a consumer is not involved with a message or lacks either the motivation or ability to process information,the _____ route to persuasion will be followed.

According to the balance theory,the relations between the elements of observer,person,and object are referred to as _____.

Source likeability affects persuasion more for consumers with high need for cognition than for those with a low degree of this trait.

Which of the following best describes the matchup hypothesis?

Ryan Moore has a "Free Tibet" bumper sticker on his car because he feels strongly about the Tibetan Independence movement and supports the cause.Which of the following refers to a function of attitudes represented in this instance?

Noise,in the basic communication model,represents all the stimuli in the environment that assist the communication process.

The statement,"I always buy Honda automobiles",is an example of the _____ component of attitude.

When material presented early in a message is most influential,a _____ is said to occur.

According to social judgment theory,for a message to fall within a consumer's latitude of acceptance,the information presented must be perceived as coming from a credible source.

What is the hierarchy of effects? Briefly describe the different hierarchies.

What is CB and Why Should I Care?

Value and the Consumer Behavior Value Framework

Consumer Learning Starts Here: Perception

Comprehension, Memory, and Cognitive Learning

Motivation and Emotion: Driving Consumer Behavior

Personality, Lifestyles, and the Self-Concept

Group and Interpersonal Influence

Consumer Culture

Microcultures

Consumers in Situations

Decision Making I: Need Recognition and Search

Decision Making II: Alternative Evaluation and Choice

Consumption to Satisfaction

Consumer Relationships

Consumer and Marketing Misbehavior

Filters