Deck 7: Persuasion: Attitudes and Judgment

Question 1

Beliefs contain an evaluative component.

Answer 1

False

Question 2

Descriptive beliefs are based on direct experience with a product or what we directly see, hear, or experience.

Answer 2

True

Question 3

Likert scales should not be used to measure beliefs.

Answer 3

False

Question 4

Belief measurement scales focus on specific attributes and specific benefits, but attitude scales are general and evaluative.

Question 5

Attitudes serve as building blocks for beliefs.

Question 6

All attitudes have direction and extremity.

Question 7

Search attributes are attributes that can be judged or rated only by using a product.

Question 8

Nonevaluative judgments are referred to as beliefs.

Question 9

Informational beliefs are beliefs based on indirect experience or what other people tell us.

Question 10

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

Question 11

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.

Question 12

Credence attributes are attributes that can be judged or rated by simply examining a product without necessarily buying it.

Question 13

Durability and safety are examples of credence attributes.

Question 14

Informational beliefs are beliefs that go beyond the information given.

Question 15

Beliefs and attitudes can be measured on semantic differential scales, which are bipolar adjective scales.

Question 16

Descriptive beliefs, informational beliefs, and inferential beliefs are all major types of beliefs discussed in your readings.

Question 17

Consumer inferences about products can be based on perceived correlations about product attributes, or based on overall evaluations of products, or based on prior knowledge.

Question 18

Attitudes are always based on beliefs.

Question 19

A heuristic is an assumption or conclusion that goes beyond the given information.

Question 20

Experience attributes are attributes that can be judged or rated only by using a product.

Question 21

The theory of reasoned action suggests that beliefs are combined additively to form attitudes.

Question 22

A reciprocal relationship exists between attitudes and behavior.

Question 23

In the heuristic/systematic model of persuasion, if the two routes of persuasion point to opposite conclusions, the heuristic route overrules the systematic route to persuasion.

Question 24

Expectancy-value models can be used to determine the value of gambles.

Question 25

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

Question 26

The elaboration likelihood model and the expectancy-value model are the most famous examples of dual process models of persuasion.

Question 27

When involvement is high and when the consumer has the time and knowledge required to think about the message, consumers are likely to follow the systematic route to persuasion.

Question 28

The systematic route and the central route are synonymous.

Question 29

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

Question 30

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

Question 31

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

Question 32

In the heuristic/systematic model of persuasion, if a person follows the heuristic route but then is not confident that their attitude is correct, they think more carefully using the systematic route.

Question 33

The information integration theory, which relies on averaging, implies that less is more.

Question 34

The heuristic route to persuasion requires very little thinking.

Question 35

According to the theory of reasoned action, consumers use their attitudes and subjective norms to form purchase intentions.

Question 36

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.

Question 37

The central route to persuasion requires very little thinking.

Question 38

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

Question 39

Tom like to jog. He enjoys this type of recreation and is always interested in hearing about new products related to running. Tom has situational involvement.

Question 40

With information integration theory, adding attributes guarantees higher overall attitudes.

Question 41

Which of the following is not a belief?

A) Starbucks coffee is very strong.
B) Tim's eyes are a unique shade of blue.
C) John's cooking is really terrific.
D) Taco Bell has a small menu.
E) All of the above are beliefs.

Question 42

Sally just bought a car. Since then she has avoided going by car lots that sell other cars she had considered, and she avoids reading the car advertisements. Sally has nondirectional motivation.

Question 43

Mary is extremely pretty, but most people think she is also very kind, and funny, and smart; people just seem to like her. Mary may be the fortunate recipient of what type of effect based on inferential belief?

A) Just-noticeable-difference effect
B) Positive association effect
C) Expectancy-value effect
D) Halo effect
E) Devil effect

Question 44

Which of the following statements about beliefs is false?

A) Beliefs are evaluative judgments or ratings about product attributes and/or benefits.
B) Beliefs can capture consumers' assessments about a specific relationship between a brand and an attribute or benefit.
C) "Mary's eyes are very blue" is an example of a belief.
D) Beliefs can entail assessments of likelihood or probability.
E) Beliefs can serve as the basis for attitudes.

Question 45

Mary is grocery shopping. She sees a display for a new type of garlic-flavored cracker with free samples of the product sitting on a stand. Interested in the product, Mary samples the cracker. She likes the garlicky taste and crunch. Mary is experiencing what type of product attribute?

A) Consumption attributes
B) Search attributes
C) Credence attributes
D) Experience attributes
E) Information attributes

Question 46

Directional motivation is also known as wishful thinking.

Question 47

_____ are attributes that can be judged or rated by examining a product without necessary using or buying it.

A) Consumption attributes
B) Search attributes
C) Credence attributes
D) Experience attributes
E) Information attributes

Question 48

_____ are attributes that can be judged or rated only by using the product.

A) Consumption attributes
B) Search attributes
C) Credence attributes
D) Experience attributes
E) Information attributes

Question 49

A _____ is an assumption and/or conclusion that goes beyond the given information.

A) subliminal perception
B) inference
C) projection
D) heuristic
E) None of the above is correct.

Question 50

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

Question 51

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

A) Descriptive belief
B) Credence belief
C) Projection belief
D) Informational belief
E) Inferential belief

Question 52

A _____ is a belief based on direct experience with a product.

A) descriptive belief
B) credence belief
C) projection belief
D) informational belief
E) inferential belief

Question 53

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

A) Descriptive beliefs
B) Informational beliefs
C) Inferential beliefs
D) Expectancy beliefs
E) All of the above are major types of beliefs.

Question 54

According to your reading, most charities these days do not embrace or engage marketing principles of persuasion.

Question 55

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

Question 56

Which of the following is not a major type of product attribute?

A) Consumption attributes
B) Search attributes
C) Credence attributes
D) Experience attributes
E) All of the above are major types of product attributes.

Question 57

Emotional messages are most effective when consumers are unlikely to think carefully.

Question 58

A _____ is a belief based on indirect experience based on what other people tell us.

A) descriptive belief
B) credence belief
C) projection belief
D) informational belief
E) inferential belief

Question 59

Mark believes that the calculus class he is going to have to take next semester is going to be extremely difficult because all of his roommates have taken it and have told him that the class is very difficult. Mark has developed what type of belief?

A) Descriptive belief
B) Credence belief
C) Projection belief
D) Informational belief
E) Inferential belief

Question 60

Two-sided messages that discuss the pros and cons of an advertised product are most effective for knowledgeable consumers.

Question 61

Consider the elaboration likelihood model and fill in the blanks: "When motivation or _____ is low, a person will follow the _____ route to persuasion."

A) opportunity; central
B) opportunity; peripheral
C) emotion; cognitive
D) ability; central
E) None of the above is correct.

Question 62

According to your featured reading on measuring attitudes and beliefs, what kind of question is the following? "I like spicy salsa."
Disagree 1 2 3 4 5 6 Agree

A) Likert scale question measuring an attitude
B) Likert scale question measuring a belief
C) Open-ended question measuring an attitude
D) Semantic differential question measuring a belief
E) Semantic differential question measuring an attitude

Question 63

Beliefs and attitudes can both be measured on _____, which are bipolar adjective scales.

A) likert scales
B) semantic differential scales
C) open-ended scales
D) dichotomous scales
E) projective scales

Question 64

Which of the following statements about attitudes is false?

A) An attitude is an evaluative judgment.
B) Attitudes have extremity (weak-strong) and direction (positive-negative) dimensions.
C) Attitudes influence behavior; behavior does not influence attitudes.
D) Attitudes include affective, cognitive, and behavioral components.
E) Strong attitudes usually have high evaluative-cognitive consistency.

Question 65

_____ refers to the personal relevance or importance of an issue or situation.

A) An attitude
B) An inferential belief
C) Involvement
D) A credence attribute
E) A informational belief

Question 66

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

A) The belief that the product has a given attribute
B) The basic attitude
C) The evaluation of each attribute
D) The importance weight of each attribute
E) None of the above is correct.

Question 67

Which of the following statement is true?

A) Information integration theory is a more specific version of the theory of reasoned action.
B) The theory of reasoned action uses a weighted average model to estimate a person's attitude.
C) For most consumer goods and services beliefs are combined using an additive rule.
D) Information integration theory suggests that "less is better."
E) With information integration theory, adding attributes guarantees higher overall attitudes.

Question 68

Which of the following statements about strategies for changing attitudes is false?

A) The effectiveness of a source in persuasive communication should be attractive, regardless of the situation.
B) Expert sources are more effective when the message is complex, but attractive sources are more effective when the message is simple.
C) Emotional messages are useful when the consumer is unlikely to think carefully.
D) Two-sided messages are more effective when consumers are knowledgeable.
E) When the consumer is likely to think carefully about the message factual appeals are useful.

Question 69

Kelly cooks gourmet meals regularly. She really enjoys this form of relaxation so she is always interested in new cooking-related products. Kelly has:

A) situational involvement
B) fundamental involvement
C) enduring involvement
D) temporal involvement
E) proximal involvement

Question 70

Consider the equation presented in your readings for the information integration theory: A=?ws. In this equation, what does the term s refer to?

A) The belief that the product has a given attribute
B) The basic attitude
C) The evaluation of each attribute
D) The importance weight of each attribute
E) None of the above is correct.

Question 71

Tom is in the market for a new oven for his home. 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, Tom 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 Tom do?

A) Tom will go with his decision based on the price/quality heuristic he employed.
B) Tom will allow central route processing to correct his potential error in judgment.
C) Tom will engage additional heuristics and see if that changes his thinking.
D) Tom will search for additional peripheral cues to make him more confident.
E) Tom will engage in the systematic route and think more carefully about this decision.

Question 72

Which of following statements about dual-process models of persuasion is false?

A) The elaboration likelihood model is the most famous example of a dual-process model of persuasion.
B) The elaboration likelihood model suggests there is one primary route to persuasion and a second route for counterarguing.
C) The peripheral route is considered a low involvement route.
D) The systematic route is considered a high involvement route.
E) The systematic route and the central routes are synonymous.

Question 73

The _____ parameter of judgment refers to a preference to acquire and carefully think about all judgment-relevant information, regardless of the direction or implications of that information.

A) directional motivation
B) cognitive resources
C) perceived relevance of information
D) nondirectional motivation
E) subjective motivation

Question 74

Which model suggests that attitudes are not always formed strictly from beliefs?

A) The theory of reasoned action
B) Information integration theory
C) Zanna and Rempel's model
D) The expectancy-value model
E) All of the above models suggest attitudes are always formed from beliefs.

Question 75

Consider the heuristic/systematic model of persuasion and fill in the blanks: "When _____ is high and when consumers are able to think carefully about a persuasive message, consumers will follow _____ route to persuasion."

A) opportunity; central
B) involvement; systematic
C) motivation; heuristic
D) ability; central
E) ability; systematic

Question 76

According to the elaboration likelihood model of persuasion, when will a celebrity endorser serve as a peripheral cue?

A) When motivation to elaborate is low and ability to elaborate is low
B) When motivation to elaborate is high but ability to elaborate is low
C) When motivation to elaborate is low but ability to elaborate is high
D) All of the above are correct.
E) Never - a celebrity endorser can only be a central cue

Question 77

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?

A) Mary
B) Terri
C) Chris
D) None of them would be persuaded through the central route.
E) All of them would be persuaded through the central route.

Question 78

Consider the statements, "the majority is usually correct" and "you get what you pay for." These are examples of:

A) inferential beliefs
B) heuristics
C) central route attitudes
D) inferences
E) subjective norms

Question 79

Information integration theory suggests that beliefs are combined _____ to form attitudes.

A) additively
B) multiplicatively
C) using a weighted average
D) randomly
E) by power of elimination

Question 80

Which of the following is not an important parameter of judgment?

A) Task demands
B) Cognitive resources
C) Perceived relevance of information
D) Directional and nondirectional motivation
E) All of the above are important parameters of judgment.