Deck 7: Attitudes and Attitude Change

Question 1

The knowledge function of attitudes allows consumers to simplify decision making.

Answer 1

True

Question 2

The utilitarian function of attitudes works as a defence mechanism for consumers.

Answer 2

False

Question 3

Compared to the attitude-toward-the-object model, the behavioural intentions model adds a component that assesses the consumer's perceptions of what other people think they should do, referred to as the subjective norm.

Answer 3

True

Question 4

As the length of time between attitude measurement and overt behaviour grows, the predictive ability of attitudinal models weakens.

Question 5

In the attitude-toward-the-object (ATO) model, the belief ratings (b) do not vary across the brands under consideration.

Question 6

The elaboration likelihood approach to attitude suggests that affect, behaviour, and cognition form in a sequential order.

Question 7

Attitude-behaviour consistency refers to the extent to which a strong relationship exists between attitudes and actual behaviour.

Question 8

The behavioural influence hierarchy suggests that behaviour occurs without either beliefs or affect being strongly formed beforehand.

Question 9

The behavioural intentions model is sometimes referred to as the ATO model.

Question 10

The attitude-toward-the-object (ATO) model proposes that three key elements must be assessed to understand and predict a consumer's attitude: affect, behaviour, and cognition.

Question 11

According to the functional theory of attitudes, attitudes perform three functions: affective, behavioural, and cognitive.

Question 12

According to the ABC approach to attitudes, attitudes possess three important components: affect, beliefs, and cognitions.

Question 13

The utilitarian function of attitudes is based on the concept of reward and punishment.

Question 14

According to the high-involvement hierarchy, beliefs about products are formed last.

Question 15

Impulse purchases can be explained from the behavioural influence hierarchy.

Question 16

"I really like my Subaru" is an example of the belief component of attitudes.

Question 17

The theory of planned action expands upon the behavioural intentions model by including a subjective norm component.

Question 18

The hierarchy of effects in the low-involvement hierarchy is affect-behaviour-belief.

Question 19

The attitude-toward-the-object (ATO) model is a multi-attribute approach.

Question 20

The ATO approach is known as a compensatory model because poor ratings on one attribute can be compensated for by higher ratings on another attribute.

Question 21

The elaboration likelihood model (ELM) illustrates how attitudes are changed based on different levels of consumer involvement.

Question 22

In balance theory, the object-person relation is referred to as a unit relation.

Question 23

According to the elaboration likelihood model of attitude change, even if a consumer's attitude is influenced more by peripheral cues than central cues, the resulting belief or attitude change is still likely to be relatively enduring.

Question 24

Contradicting thoughts are known as negative arguments.

Question 25

Persuasion refers to specific attempts to change attitudes.

Question 26

The triad in balance theory is composed of observer, person, and object.

Question 27

According to the ELM, if a consumer is highly involved with a message, the peripheral route to persuasion will be followed.

Question 28

Attitude auditing refers to the extent to which a company actively monitors its customers' attitudes over time.

Question 29

Initial judgment theory proposes that consumers compare incoming information to their existing attitudes about a particular object or issue and that attitude change depends upon how consistent the information is with the initial attitude.

Question 30

According to the elaboration likelihood model (ELM), the persuasion process follows one of two routes: a direct route or an indirect route.

Question 31

A key premise of balance theory is consistency in the triad is maintained when the multiplication of the signs in the sentiment and unit relations result in a positive value.

Question 32

According to the ATO model of persuasion, marketers can attempt to change beliefs, create new beliefs about product features, or change evaluations of product attributes.

Question 33

The basic premise of balance theory is that consumers are motivated to maintain perceived consistency in the relations found in mental systems.

Question 34

According to the behavioural influence approach to persuasion, behaviour change can only occur if beliefs and attitudes are changed first.

Question 35

Attitude change tends to be relatively enduring when it occurs in the central route.

Question 36

The balance principle states that human beings prefer consistency among their beliefs, attitudes, and behaviours.

Question 37

According to the elaboration likelihood model, if the central route to persuasion is activated, the consumer develops a number of cognitive responses regarding the incoming message that may either support or contradict the information.

Question 38

Changing schema-based affect is another way marketers can attempt to change attitudes.

Question 39

In balance theory, connector relations are the relations between the observer (consumer) and the other elements in the system.

Question 40

According to the elaboration likelihood model of persuasion, non-product-related information, such as music or a spokesperson, is an example of non-essential cues in the message.

Question 41

Which approach posits there are three components to attitudes: affect, behaviour, and cognitions?

A) ABC
B) tri-partite
C) functional
D) utilitarian

Question 42

Highly explicit sexual content in advertisements effectively focuses attention on the product advertised.

Question 43

Noise in the basic communication model represents the audible sound in the environment that disrupts the communication process.

Question 44

What is the term for relatively enduring overall evaluations of objects, products, services, issues, or people?

A) beliefs
B) attitudes
C) cognitions
D) intentions

Question 45

People who live in other parts of Canada sometimes make fun of those living in Toronto. Coors Light beer put up 30 billboards in British Columbia and after a few complaints took them down again. The advertisement had a picture of one of their cans and the slogan "Colder than most people from Toronto." What does this overall evaluation represent?

A) Westerners' conation toward Torontonians
B) Westerners' schemata toward Torontonians
C) Westerners' value-expressiveness toward Torontonians
D) Westerners' attitude toward Torontonians

Question 46

Source credibility consists of three elements: expertise, trustworthiness, and attractiveness.

Question 47

Which function of attitudes is based on the concept of reward and punishment?

A) utilitarian
B) ego-defensive
C) reinforcement
D) affective

Question 48

Consumers don't like to pay for automobile insurance, but they know that they can be fined heavily if stopped by the police and they don't have proof of insurance. Therefore, their attitude toward insurance is based on the belief that it will eliminate the punishment they could incur if they don't have insurance. According to the functional theory of attitudes, which function does this attitude toward insurance perform?

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

Question 49

Which component of attitude is exemplified by the statement "I really like my iPhone"?

A) utilitarian
B) affect
C) hedonic
D) emotional

Question 50

When material presented later in the message has the most impact, a latency effect is said to occur.

Question 51

According to social judgment theory, a consumer's latitude of acceptance and latitude of rejection around his or her initial attitude will determine whether a message will change his or her attitude.

Question 52

The matchup hypothesis states that a source feature is most effective when it is matched with relevant products.

Question 53

Which component of attitude is exemplified by the statement "Volvos are safe automobiles"?

A) affective
B) behaviour
C) cognitive
D) practical

Question 54

Which component of attitude is exemplified by the statement "I always buy Honda automobiles"?

A) affective
B) cognitive
C) behaviour
D) hedonic

Question 55

According the ABC approach to attitudes, attitudes possess three important components; two of these are affect and behaviour. What is the third component?

A) consistency
B) complexity
C) credibility
D) cognitions

Question 56

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

Question 57

Research suggests that high levels of fear are most effective in changing consumers' attitudes.

Question 58

According to social judgment theory, when an incoming message falls within the latitude of acceptance, internalization occurs.

Question 59

Which function is NOT performed by attitudes according to the functional theory of attitudes?

A) utilitarian
B) knowledge
C) value-expressive
D) hedonic

Question 60

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

Question 61

Which of the following is NOT an element of the attitude-toward-the-object (ATO) model?

A) a consumer's perception of what other people think they should do
B) beliefs about salient attributes that a consumer thinks the product should possess
C) strength of the belief that a certain brand has the feature
D) evaluation of the attribute

Question 62

Which model assesses a consumer's perceptions of what other people think they should do?

A) attitude-toward-the-object (ATO)
B) hierarchical
C) elaboration likelihood
D) behavioural intentions

Question 63

When deciding which college or university to attend, most students take into account what they think other people, such as their family and friends, think about which school they should attend. For example, a student might believe that his parents want him to attend the school they went to, so he considers that in his decision. Which model has a component that assesses the consumer's perceptions of what other people think they should do in addition to their own attitude toward specific schools?

A) attitude-toward-the-object
B) hierarchical
C) behavioural intentions
D) elaboration likelihood

Question 64

The text describes an attitude model that expands upon the behavioural intentions model by including a perceived control component that assesses the difficulty involved in performing the behaviour and the extent to which the consumer perceives that he or she is in control of the product selection. Which term refers to this model?

A) theory of planned action
B) theory of self-efficacy
C) attitude-toward-the-object model
D) ego-defensive model

Question 65

Which approach to attitudes suggests that affect, behaviour, and cognitions form in a sequential order?

A) hierarchy of effects
B) attitude laddering
C) build-up
D) elaboration likelihood

Question 66

Laurie has owned several Honda automobiles, so when she decided to purchase a new car for her daughter, her attitude toward Honda made the decision easy-buy a Honda! According to the functional theory of attitudes, which function of attitudes does this example best describe?

A) consistency
B) behaviour
C) affect
D) knowledge

Question 67

Which of the following is NOT a hierarchy in the hierarchy of effects approach to attitudes?

A) high-involvement hierarchy
B) value-expressive hierarchy
C) experiential hierarchy
D) behavioural influence hierarchy

Question 68

In the ATO approach, attitudes are formed holistically across a number of attributes, with poor ratings on one attribute being offset by higher ratings on another attribute. Which term refers to this approach?

A) holistic model
B) compensatory model
C) hierarchical model
D) subjective model

Question 69

What is the correct sequence in the low-involvement hierarchy?

A) cognition-evaluation-behaviour
B) cognition-behaviour-evaluation
C) behaviour-affect-belief
D) behaviour-belief-affect

Question 70

What is the correct sequence in the high-involvement hierarchy?

A) cognition-evaluation-behaviour
B) cognition-behaviour-affect
C) behaviour-affect-cognition
D) behaviour-cognition-affect

Question 71

Which function of attitudes allows consumers to simplify their decision-making processes?

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

Question 72

Which of the following is NOT a factor that weakens the attitude-behaviour relationship, according to researchers?

A) length of time between attitude measurement and overt behaviour
B) specificity with which attitudes are measured
C) consumers' gender
D) environmental pressures

Question 73

According to the functional theory of attitudes, which function of consumer attitudes works as a defensive mechanism for consumers?

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

Question 74

Meghan is deciding among three different brands of televisions to purchase. She's identified four attributes that are important to her: price, warranty, number of HDMI inputs, and HDTV picture quality. Picture quality and price are the most important attributes to her, followed by HDMI inputs and warranty. She then rated how she thought each of the three brands performed on those attributes. Because Meghan is a marketing professor, she actually calculated a score for each brand that represents her attitude toward that specific brand. Which approach is Meghan applying?

A) elaboration likelihood model
B) behavioural intention model
C) multiplicative model of attitude (MMA)
D) attitude-toward-the-object (ATO) model

Question 75

Maria likes brands of clothing and other products from Hand M. She believes that their products enhance her self-image. Which function of attitudes does this preference represent?

A) ego-defensive
B) hedonic
C) utilitarian
D) self-actualization

Question 76

Which term refers to the process of following changes in consumer attitudes over time?

A) affect monitoring
B) attitude tracking
C) planned monitoring
D) proactive assessment

Question 77

Ryan has a "Free Tibet" bumper sticker on his car because he feels so strongly about this issue. Which function of attitudes does this represent?

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

Question 78

Ken is purchasing a new computer for his family. To make this purchase, he learns as much as he can understand about computers and decides which one he likes based on that information. Only then will he actually purchase a computer. According to the hierarchy of effects approach to attitudes, which hierarchy best describes Ken's actions?

A) behavioural influence
B) high-involvement
C) utilitarian
D) knowledge

Question 79

Which statement best describes the value-expressive function of attitudes?

A) It allows consumers to simplify their decision-making processes.
B) It enables a consumer to express his or her morals, self-concept, and beliefs to others.
C) It works as a defence mechanism for consumers to avoid facts or defend themselves from their own low self-concept.
D) It is more powerful in enhancing a consumer's self-esteem than the ego-defensive function of attitudes.

Question 80

Which hierarchy best explains impulse purchases?

A) high-involvement
B) low-involvement
C) experiential
D) behavioural