Deck 7: Attitudes and Attitude Change

Question 1

The balance theory perspective involves relations among three elements (a triad).Which of the following is one of the elements of the triad?

A) A person and his or her perceptions
B) The marketer and their strategy of image building
C) A person's beliefs
D) Subconscious motives

Answer 1

A

Question 2

Which theory of attitudes assumes that people assimilate new information about attitude objects in light of what they already know and feel,using an initial attitude as a frame of reference to categorise new information?

A) The theory of cognitive dissonance
B) Multi-attribute theory
C) Social judgement theory
D) Self-perception theory

Answer 2

C

Question 3

Researchers have added to the original Fishbein multi-attribute model.The name of this extended Fishbein model is the ________.

A) linked Fishbein model
B) theory of reasoned action
C) Phillips approach
D) subjective norm model

Answer 3

B

Question 4

According to the basic ABC model of attitudes,________ refers to the beliefs a consumer has about an attitude object.

A) affect
B) conditions
C) approval
D) cognition

Question 5

Despite improvements to the Fishbein model,all of the following are considered to be obstacles to predicting behaviour using this model EXCEPT which one?

A) The model has relatively weak theorems about attitudes.
B) The model deals with actual behaviour, not with the outcomes of behaviour.
C) Some outcomes are beyond the consumer's control.
D) Measures of attitude often do not really correspond to the behaviour they are supposed to predict.

Question 6

What do the A,B and C of the ABC model of attitudes stand for?

A) Attitude, business and consumption
B) Affect, behaviour and cognition
C) Assumptions, best practices and conditions
D) Approval, behaviour and context

Question 7

Researchers agree that there are various levels of commitment to an attitude.The highest level of involvement is ________.

A) internalisation
B) identification
C) compliance
D) actualisation

Question 8

All multi-attribute attitude models specify the importance of three elements.Two of those elements are attributes and beliefs.What is the third element?

A) Action variables
B) Motivations
C) Recency of events
D) Importance weights

Question 9

The ________ hierarchy assumes the consumer does not initially have a strong preference for one brand over another.Instead,he acts on the basis of limited knowledge and then forms an evaluation only after the product has been purchased or used.

A) experiential
B) habitual
C) low-involvement
D) standard learning

Question 10

The theory of cognitive dissonance is based on the ________.

A) knowledge function
B) principle of cognitive consistency
C) principle of cognitive-affect conflict
D) self-identification function

Question 11

A(n)________ is a lasting,general evaluation of people (including oneself),objects,advertisements or issues.

A) principle
B) belief
C) theory
D) attitude

Question 12

Which theory of attitudes assumes that people use observations of their own behaviour to determine what their attitudes are?

A) The theory of cognitive dissonance
B) Balance theory
C) Social judgement theory
D) Self-perception theory

Question 13

The ________ function of attitudes applies when a person is in an ambiguous situation and needs order,structure or meaning.

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

Question 14

Which theory of attitudes states that people are motivated to take action to resolve inconsistencies between attitudes and behaviours?

A) The theory of cognitive dissonance
B) Self-perception theory
C) Social judgement theory
D) Balance theory

Question 15

According to the ________ hierarchy,the consumer considers purchases based on an attitude of hedonic consumption (such as how the product makes him or her feel or the fun its use will provide).

A) experiential
B) habitual
C) low-involvement
D) standard learning

Question 16

The functional theory of attitudes was initially developed to explain how ________.

A) people identify with products
B) attitudes facilitate social behaviour
C) attitudes are learned from family and friends
D) attitudes change over an individual's lifetime

Question 17

What is the first step in the standard learning theory hierarchy approach?

A) Affect
B) Intentions
C) Cognition
D) Behaviour

Question 18

According to the Fishbein model,one of the components of attitude is the ________ people have about an attitude object (Aₒ).

A) salient beliefs
B) subconscious beliefs
C) latitude of acceptance
D) latitude of rejection

Question 19

Which of the following attitude functions is associated with a focus on particular social identities and lifestyles (e.g.,'What sort of man reads Playboy?')?

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

Question 20

Which of the following theoretical models measures the attitude toward the act of buying (Aₐct),rather than the attitude toward only the product itself?

A) The theory of cognitive dissonance
B) The theory of reasoned action
C) The balance theory
D) The theory of trying

Question 21

Source ________ refers to the message source's perceived social value.

A) valence
B) attractiveness
C) class
D) hierarchy

Question 22

Roger was really angry when Coca-Cola attempted to switch from its older formula to New Coke.He wrote letters to Coca-Cola,talked to friends,called the local bottler,attempted to hoard 'old Coke,' and complained to the local grocery store manager.In this example,which of the following kinds of degree of commitment would be most closely associated with Roger and his attitudes?

A) Compliance
B) Identification
C) Information acquisition
D) Internalisation

Question 23

Most messages merely present one or more positive attributes of a product or reasons to buy it.Which of the following best describes this approach to communicating a message?

A) Supportive arguments
B) Countervailing arguments
C) Refutational arguments
D) Direct arguments

Question 24

Kanisha is confronted with a strange set of products during her most recent visit to the cosmetics counter at her favourite department store.Urban Grunge nail polish is "hot,hot,hot" according to recent ads.Kanisha likes the idea of a new nail polish but is unsure about the image that might be projected by the dull colours of the nail polish line.With such names as Street Slime,Garbage Goo and Trash Can,caution might be the right move.Which of the following attitude functions most closely matches with Kanisha's attitude towards the purchase decision?

A) Utilitarian function
B) Elaboration function
C) Ego-defensive function
D) Knowledge function

Question 25

According to the Fishbein model,salient beliefs are those beliefs about an object that are considered during evaluation.

Question 26

Jason believes that dressing formally (e.g.,a coat and tie)marks him as a man who is 'dressed for success'; therefore,Jason dresses formally even in class or for casual occasions.Jason is basing this decision on the cognition part of the ABC model of attitudes.

Question 27

Public hearings are being held to discuss whether a new nuclear power plant should be built.An expert on nuclear plants testifies that modern safeguards make the plant secure from dangerous accidents.A local woman speaks and states that she knows nothing about nuclear power,but the idea of having a plant nearby frightens her and her children.Which of the two parties has the most immediate ability to change the attitudes of the audience? Considering the sleeper effect,what will likely happen over time?

A) The expert will have the most ability to change attitudes and his influence will be maintained even weeks later.
B) The expert will have the most ability to change attitudes, but his influence will decrease over time as the woman's argument gains force.
C) Because the local woman is most like the other people in the meeting, her opinion will have the most immediate influence, but over time the expert's opinion will gain force.
D) The woman's opinion will be more likely to influence the audience initially, and her influence will extend into the future.

Question 28

A politician attempts to gain support for her campaign for mayor by releasing a poll showing that almost 70 per cent of the city's voters support her position on property taxes.What basic psychological principle is the politician using to persuade voters that she should be the next mayor?

A) Consistency
B) Authority
C) Consensus
D) Liking

Question 29

Some theorists have proposed a model that focuses on studying consumer goals as a way to explore attitude formation.According to this model,what consumers believe they have to do to attain their goals would also be part of any evaluation of attitudes.Which of the following theories would be most closely linked to the statements above?

A) Theory of reasoned action
B) Theory of trying
C) Theory of direct response
D) Rejection theory

Question 30

The psychological principle of reciprocity is at work when we take into account what others do before we decide what to do.

Question 31

Suzi is never quite sure which brand of gum to buy.She tries some,likes some and rejects some.However,through a process of behavioural learning she does remember those brands that taste good and make her mouth feel fresh.The problem is that she cannot often remember the brands that are not so good and often repeats purchasing mistakes."Oh well," says Suzi,"gum buying is not that big of a deal anyway".Which of the following hierarchies would most appropriately describe Suzi's situation?

A) Standard learning hierarchy
B) Experiential hierarchy
C) Low-involvement hierarchy
D) Habit hierarchy

Question 32

Balance theory reminds us that consistency is necessary to make any consumer decision.

Question 33

According to the functional theory of attitudes,attitudes exist because they are hereditary.

Question 34

Considering the effects of cognitive dissonance,supplying customers with additional reinforcement after a purchase can be a good marketing strategy.

Question 35

According to the definition given in the text,the object of an attitude (Aₒ)can be an object but not a person.

Question 36

In the standard learning hierarchy model,attitude is based on behavioural learning processes.

Question 37

An active attempt to change attitudes is called ________.

A) behaviour modification
B) persuasion
C) communication
D) cognition

Question 38

________ refers to a strategy in which a message compares two or more specifically named or recognisably presented brands and evaluates them in terms of one or more specific attributes.

A) Cognitive differentiation
B) Emotional appeal
C) Comparative advertising
D) Conclusion advertising

Question 39

Latitudes of acceptance and rejection are important aspects of social judgement theory.

Question 40

Double-Dip makes ice cream.The only advantage Double-Dip has over its competitors is taste.Double-Dip costs more and has more calories per unit weight.Promotions for Double-Dip should emphasise the experiential hierarchy of the ABC model of attitudes.

Question 41

Why should marketers be aware of consumers' cognitive consistency and cognitive dissonance? How can dissonance be reduced? Use the postpurchase behaviour of a customer as an example.

Question 42

Petrol is the only commonly purchased product that is priced down to a fraction of a cent.This is so because petrol is selected for purchase following a low-involvement hierarchy,which makes point-of-purchase factors more important.

Question 43

Retail stores put a number of items in the aisles leading to the checkout station.These are placed there to remind customers of things they may have overlooked,or to show products that customers may not have thought of buying until they are seen.Retailers know that some items are purchased on impulse.In other words,the customer simply sees a product and purchases it.Create a fourth hierarchy of effects that would combine the three components of the ABC model when a product is selected on impulse.

Question 44

It is generally felt that a hierarchy of effects describes the relative influence of the ABC model of attitudes.Which hierarchy would be most appropriate for a consumer who is a loyal Coca-Cola consumer and drinks Coca-Cola for the 'pleasure of it'? Cite the hierarchy and briefly describe its order and function.

Question 45

Identify the elements of balance theory.Discuss possible interaction effects between unit relation and sentiment relation and how they can be applied to marketing strategy.

Question 46

Most researchers agree that an attitude has three components.List and briefly describe those three components.

Question 47

Describe the functional theory of attitudes and its components (functions).

Question 48

Attitude researchers have developed the concept of a hierarchy of effects to explain ways to study attitudes and their formation.List and briefly describe each of the three hierarchies that were presented in the chapter.Be explicit with your descriptions.

Question 49

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?

Question 50

A cola drink is preferred by a segment of cola drinkers,but the same segment almost always picks another cola brand in blind taste tests.The attitude formation for this product reflects the value-expressive function more than the utilitarian function.

Question 51

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

Question 52

How strongly or weakly a consumer is committed to a specific attitude relates to the level of involvement he or she has with the attitude object (Ao).Describe the strength of commitment involved in each of the following and give an example:
∙ Compliance
∙ Identification
∙ Internalisation

Question 53

What are the six major psychological principles that can influence people to change their minds or comply with a request? Be specific in your answer.

Question 54

It is impossible for a person to hold two contradictory attitudes towards the same object.