Deck 5: Attitudes Based on High Effort

Question 1

Favorability refers to ____ an attitude object.

A) the ease of processing
B) the accessibility of
C) how much we like or dislike
D) the beneficiality of
E) the market share of

Answer 1

C

Question 2

The hedonic dimension is when a consumer likes an ad and the ad creates positive feelings or emotions.

Answer 2

True

Question 3

A consumer involved in a television program comes up with less support arguments and more counterarguments.

Answer 3

False

Question 4

Attitudes are genetic and do not persist over time.

Question 5

Favorability refers to how easily and how readily an attitude can be retrieved from memory.

Question 6

Attitudes can be described as ambivalent if consumers are completely neutral about an object.

Question 7

An indirect comparative message is the most common type of message in an ad.

Question 8

Two-sided messages containing both positive and negative information about an offering are not effective.

Question 9

Personality is a relatively global and enduring evaluation of an object,issue,person,or action.

Question 10

Research indicates that fear appeals are an effective form of advertising.

Question 11

Low-credibility sources can be effective in some ads.

Question 12

Sources tend to be more trustworthy when they have the following three characteristics: (1)familiarity,(2)status,and (3)attractiveness.

Question 13

Direct comparative messages increase the credibility of the offering.

Question 14

Consumers who generate counterarguments and source derogations will have strong favorable attitudes toward an offering.

Question 15

A(n)____ is an overall evaluation that expresses how much we like or dislike an object,issue,person,or action.

A) personality
B) belief
C) cognition
D) attitude
E) view

Question 16

Three factors that affect the credibility of a message are: (1)quality of its argument,(2)whether it is a one-sided or two-sided message,and (3)whether it is believable.

Question 17

Marketers do NOT want consumers to view ads and have support arguments as thoughts.

Question 18

According to the TORA model,normative factors are NOT likely to affect the attitude-behavior relationship.

Question 19

The children and grandchildren of baby boomers have developed a more favorable evaluation of the military,leading them to be more willing to serve in the military.This evaluation could also be referred to as a(n)

A) affect
B) counter judgment.
C) cognitive dissonance particle.
D) attitude
E) view.

Question 20

Research indicates that ad messages with information about product function can provoke thinking about the product and stimulate positive product attitudes.

Question 21

Mousetrap Ltd.found that their target market really cared and had strong opinions and emotions about their market offering.In this case,management could influence attitudes either cognitively or

A) motivationally.
B) through peripheral routes.
C) by memory.
D) through involvement.
E) affectively.

Question 22

Two dimensions along which attitude formation and change can vary are whether they are based on affect or cognition and the

A) level of motivation.
B) hierarchical structure.
C) level of ability.
D) opportunity for structure.
E) consistency.

Question 23

Because Jerry is an enthusiastic video gamer,he pays close attention to every ad about a new video game system.____ is the best way to describe his attitude formation and change in this area.

A) High-strength schema formation
B) Elaborative schema formation
C) Central-route processing
D) Involvement belief formation
E) Peripheral-route processing

Question 24

Sam identifies himself as a Detroit Tigers fan and as such he has positive attitudes about brands that are endorsed by Detroit players.This is an example of

A) direct experience influencing attitudes.
B) reasoning by analogy influencing attitudes.
C) value-driven attitudes.
D) social-identity based attitude influence.
E) cognitive responses to sports.

Question 25

Filene's attitude toward using dental floss was hard to change.Despite teachers' and doctors' advice,she always believed that using dental floss was unnecessary.On the other hand,she changed her high-sugar diet as soon as the doctor told her to do so.These two attitudes vary in their

A) resistance to change.
B) persuasiveness.
C) confidence.
D) depth.
E) accessibility of information.

Question 26

Source derogations are thoughts that

A) discount or attack the source of the message.
B) argue forcefully against the message.
C) argue forcefully against the media by which the message is delivered.
D) are processed peripherally.
E) are support arguments that are self-contradicting.

Question 27

Accessibility measures the degree to which an attitude can

A) be made understandable to others.
B) be made available to others.
C) be easily categorized.
D) affect another's schemas.
E) be easily and readily retrieved from memory.

Question 28

Under peripheral-route processing,consumers' attitudes are based on

A) secondary sources.
B) high consumer effort and thus are not encoded directly from the message.
C) images that are taken not from direct sight but from our peripheral vision.
D) superficial cues within the message.
E) our senses of smell and taste, not sight.

Question 29

Central-route processing describes

A) attitude formation and change processes when consumer processing effort is high.
B) the superficial analysis and processing of a message.
C) a more direct processing of a message that encodes information directly from the source rather than indirectly from secondary sources.
D) attitude change when MAO is low.
E) how message processing is not elaborated, but is simply remembered in a direct or central way from the source.

Question 30

Researchers have developed categories to describe the types of cognitive responses consumers have to communications.These are

A) cognitive and affective responses.
B) cognition, affect, and behavior.
C) counterarguments, support arguments, and source derogation.
D) conation, affect, and cognition.
E) central arguments, peripheral arguments, and nonarguments.

Question 31

Lily did not like liver because its appearance made her feel bad.Her bad attitude toward liver was based on

A) involvement.
B) emotions.
C) cognitions or beliefs.
D) preattitudes.
E) motivation.

Question 32

Thoughts such as "This sounds great" or "I really need something like this" are best thought of as examples of

A) agreeable affect.
B) central arguments.
C) peripheral arguments.
D) source derogations.
E) support arguments.

Question 33

After his success in winning more medals for swimming at the London Olympics,Michael Phelps is considered a very credible source for swimwear brands such as Speedo.He is a credible source because of

A) attractiveness.
B) likeability.
C) expertise.
D) friendliness.
E) gullibility.

Question 34

No matter what the evidence showed,Robert would not change his attitudes toward his favorite brand of toilet paper.This is an example of attitude

A) function.
B) resistance to change.
C) accessibility.
D) favorability.
E) motivation.

Question 35

Peripheral-route processing is used to describe attitude formation and change processes when consumer

A) elaboration is likely to be high.
B) effort is likely to be low
C) effort is likely to be high.
D) involvement is high.
E) motivation is high.

Question 36

The basic idea behind ____ is that consumers' reactions to a message affect their attitudes.

A) the cognitive response model
B) Weber's theory
C) Weber's law
D) consumer response theory
E) the affective cognition theory

Question 37

Central-route processing is best described as

A) the processing of information directly from the source, or centrally, rather than indirectly from secondary sources.
B) processing in which consumers' attitudes are based on a careful and effortful analysis of the central issues of a message.
C) message processing that is not elaborated, but is simply remembered in a direct or central way from the source.
D) message processing that is not based on important issues, but on those that have achieved a temporary importance or "centrality" to an individual's life.
E) the associations that are central to the schema in consumers' knowledge structures.

Question 38

Every time Brad sees an ad for broccoli that claims it will make consumers popular,he thinks to himself,"Nonsense.Nothing will make me popular.That movie star is just paid to say that." This is an example of

A) beliefs.
B) cognitive responses.
C) affective tags.
D) motivational stimuli.
E) affective stimuli.

Question 39

Effort refers to

A) the strength of taxonomic structures formed by schema categorization.
B) the intricacy of emotional tags attached to cognitions.
C) connation.
D) how much thinking consumers do in forming or changing attitudes.
E) the strength of affective structures formed by schema categorization.

Question 40

Thoughts such as "that is impossible" or "that is not what US Weekly said" describe

A) disagreeable affect.
B) counterarguments.
C) peripheral arguments.
D) central arguments.
E) source derogations.

Question 41

The TORA model suggests four strategies for changing attitudes and behavioral intentions,which include all of the following except

A) changing beliefs.
B) changing support arguments.
C) changing evaluations.
D) adding a new belief.
E) targeting normative beliefs.

Question 42

When a message presents weak arguments,consumers generate more ____ and fewer ____.

A) central arguments / source derogations
B) central arguments / central functionalities
C) counter arguments / support arguments
D) support arguments / source derogations
E) belief discrepancy / source derogations

Question 43

David was very involved with watching the World Series,therefore when an ad for the Toyota Camry aired during the game,that likely ____ to the ad.

A) generated fewer cognitive responses
B) generated more counterarguments and fewer support arguments
C) generated more support arguments and counterarguments
D) generated more source derogations
E) generated more support arguments and fewer counterarguments.

Question 44

Belief about the consequences of an act and ____ influence attitude toward the act for the TORA model.

A) evaluation of these consequences
B) affect about the behavioral intentions
C) cognition about the behavioral intentions
D) social influence
E) actual behaviors rather than behavioral intentions

Question 45

According to ____,attitudes are based on beliefs and the evaluation of these beliefs.

A) Weber's theory
B) the expectancy-value model
C) the theory of reasoned action
D) the cognitive response model
E) the affective cognition theory

Question 46

After his success in winning more medals at the London Olympics,Michael Phelps is considered a very credible source for swimwear brands such as Speedo.He is credible because of his

A) attractiveness.
B) likeability.
C) expertise.
D) friendliness.
E) gullibility.

Question 47

The principle that the more specific the attitude is to the behavior of interest,such as buying a new car,the more likely the attitude will be related to the behavior incorporated in the TORA model,is known as

A) behavioral consistency.
B) attitudinal consistency.
C) affective-cognitive linkage.
D) attitude specificity.
E) behavioral attitude theory.

Question 48

The theory of reasoned action is classified as a(n)____ model.

A) qualitative
B) logic
C) expectancy-value
D) behavioral
E) classical conditioning

Question 49

Former Vice President and Presidential candidate Bob Dole appeared in a series of ads for Viagra implying that he suffered from erectile dysfunction (ED).These ads were perceived to be very credible because Bob Dole

A) has a medical degree and thus is an expert source.
B) is a politician and thus is considered trustworthy.
C) has a pleasant smile.
D) is seen as going against his own self interest by implying he has ED.
E) is from Kansas and is therefore truthful.

Question 50

Thoughts such as ____ are best thought of as examples of source derogations.

A) "This guy is lying"
B) "This product won't work"
C) "This product will work"
D) "I agree"
E) "I disagree"

Question 51

Nathan wanted to remain in a positive mood even though he disagreed with the content of the commercial,so he

A) increased support arguments.
B) increased source derogations.
C) increased central arguments.
D) increased peripheral processing.
E) decreased counterarguments.

Question 52

____ sometimes have a greater effect on behavioral intentions than subjective norms,depending on circumstances.

A) Cognitions
B) Motivations
C) Peripheral processes
D) Attitudes toward an act
E) Schemas

Question 53

The Theory of Planned Behavior extends the TORA model by examining consumers'

A) self images.
B) cognitive responses.
C) perceived behavioral control.
D) affective responses.
E) resistance to change.

Question 54

Consumer attitudes are partially based on their beliefs about an object.These beliefs are also called

A) cognitions.
B) emotions.
C) affects.
D) categorizations.
E) counterarguments.

Question 55

A message supporting handgun control will generate a lot of counterarguments among National Rifle Association (NRA)members.This is an example of a ____ that creates counterarguments.

A) source derogation
B) support argument
C) belief discrepancy
D) peripheral argument
E) central argument

Question 56

TORA stands for

A) Theory of Rational Attitudes.
B) Theory of Responsive Affect.
C) Theory of Reasoned Action.
D) Theorem of Researched Attributes.
E) Theorem of Radical Actions.

Question 57

____ create more counterarguments because consumers want to maintain their existing belief structures and do so by arguing against the message.

A) Source derogations
B) Support arguments
C) Belief discrepancies
D) Peripheral arguments
E) Central arguments

Question 58

____ has been widely applied in the consumer behavior field to explain how attitudes form and change.

A) The expectancy-value model
B) Weber's theory
C) Weber's law
D) The lexicographical model
E) The affective cognition theory

Question 59

____ may have an important impact on behavioral intentions because there are likely to be people whose opinions and beliefs will affect what we do.

A) Cognitions
B) Motivation
C) Subjective norms
D) Attitudes toward the act
E) Schemas

Question 60

For cognitive responses,counter arguments and ____ will result in negative attitudes.

A) heuristic affect
B) source derogations
C) peripheral affect
D) systemic affect
E) unstable cognitions

Question 61

____ is when a stimulus has strong emotional relevance to the consumer.

A) Cognitive involvement
B) Cognitive awareness
C) Emotional awareness
D) Affective involvement
E) Relevant involvement

Question 62

A two-sided message is one that contains

A) both positive and negative information.
B) information from two different sources.
C) a comparison between the offering and unnamed competitors.
D) two peripheral arguments.
E) a double meaning.

Question 63

For many years,Volkswagen has maintained fairly consistent styling for its vehicles,especially its vans.This led to the campaign slogan "Still ugly after all these years," which attempts to increase the importance of a tradition in a humorous way.This is best thought of as an example of an attitude-change strategy to

A) make attitudes toward the object more important than subjective norms.
B) change beliefs.
C) add a new belief.
D) change evaluations.
E) target normative beliefs.

Question 64

Marketers can help change consumer attitudes in this major strategy:

A) changing beliefs
B) appealing to group beliefs
C) appealing to the evaluative component
D) adding new beliefs
E) changing the speed at which individuals process information

Question 65

In forming attitudes using high effort,all of the following could be thought of as credible sources,except a message from a(n)

A) individual with an "honest face."
B) basketball player endorsing a leather sofa.
C) doctor for an over-the-counter drug.
D) CEO of a company.
E) police officer for a home protection method.

Question 66

Research has suggested that when consumers are using central route processing,attractive sources tend to evoke favorable attitudes if they are appropriate for the offering category.This effect has been called the

A) elaboration likelihood effect.
B) match-up hypothesis.
C) elaboration dimension.
D) attractiveness effect.
E) source effect.

Question 67

In order to lure tourists,an industrial suburb has started to show pictures of its beautiful parks,lakefronts,and a newly rebuilt commercial district.This is an example of changing beliefs by

A) lessening negative beliefs.
B) lessening the affect for the object.
C) strengthening positive beliefs.
D) increasing the total number of beliefs about the object.
E) making the subjective norms more positive.

Question 68

The phrase "Where's the beef?" kept ringing in Joshua's head,but he could not remember where he had heard it.This is an example of the

A) decay effect.
B) memory lapse phenomenon.
C) rapid decay phenomenon.
D) sleeper effect.
E) connective phenomenon.

Question 69

It is best to use comparative messages when consumers

A) have a low, rather than high, need for cognition.
B) can encode information into long-term memory.
C) can encode information into short-term memory.
D) are using central route processing.
E) are using peripheral route processing.

Question 70

Indirect comparison messages are those that contain

A) both positive and negative information.
B) information from two different sources.
C) a comparison between the offering and unnamed competitors.
D) two peripheral arguments.
E) a double meaning.

Question 71

With ____,advertisers explicitly name a competitor or set of competitors and attack them on the basis of an attribute or benefit.

A) two-sided messages
B) one-sided messages
C) indirect comparison messages
D) direct comparisons
E) source derogations

Question 72

Casey thought that the salesman was charming; he reminded her of her father.She bought a digital camera based on his recommendations.This is an example of

A) high-pressure sales tactics.
B) positioning of a customer familiarity.
C) strategic modeling.
D) customer paring of information cognitively.
E) source attractiveness influencing customer attitudes.

Question 73

Two-sided messages may affect attitudes primarily because they

A) decrease belief strength.
B) reduce counterarguments.
C) directly affect evaluations.
D) contain issues that are central to the object.
E) indirectly affect evaluations.

Question 74

There is some evidence that if we see an advertisement we like,our overall ____ will influence our brand attitudes and behavior.

A) brand image
B) brand awareness of the ad
C) attitude toward the ad
D) elaboration likelihood
E) awareness of the ad

Question 75

Melissa was emotionally involved in the television advertisement for Delta Airlines.It brought back all sorts of good images and feelings from her childhood experience with her family.Melissa is experiencing what is (are)best known as ____ to the ad.

A) affective responses
B) primary responses
C) secondary responses
D) peripheral processing
E) cognitive responses

Question 76

A commercial for a cleaning product showed a refrigerator with old food stains and a guest of the owner about to open the refrigerator.This commercial might elicit customers to buy the product that will help clean their refrigerator.The message is using ____ to influence customer attitudes.

A) strategic positioning of the product
B) correct product placement
C) fear appeals
D) cognitive planning
E) urgent appeals

Question 77

A few years ago,Volvo tried to prove the safety of its cars by driving large vehicles over a (albeit steel-reinforced)Volvo and explaining that the car could withstand a large force.This is an example of a company using ____ to change attitudes.

A) peripheral processing
B) schemas
C) associations
D) counterarguments
E) strong arguments

Question 78

According to the ____,a marketing communication such as an ad discouraging consumers from drinking and driving,that depicts a fatal consequence of the behavior may be ineffective at changing consumers' attitudes or behavior.

A) Cognitive Response Theory
B) Theory of Reasoned Action
C) Theory of Planned Behavior
D) Terror Management Theory
E) Elaboration Likelihood Model

Question 79

If consumers hold an existing attitude with confidence,credible sources will

A) have greater impact.
B) affect emotions but not cognitions.
C) have less impact.
D) affect cognitions but not emotions.
E) have a boomerang effect.

Question 80

The Canon Xapshot camera,which records pictures on a computer disk,introduces several new beliefs including "seeing your pictures instantly on your TV" and "the ability to erase unwanted photos." This is best thought of as an example of using an attitude-change strategy to

A) make attitudes toward the object more important than subjective norms.
B) change beliefs.
C) target normative beliefs.
D) change evaluations.
E) add a new belief.