Question 1

One part of the tricomponent model is the cognitive component. Within this component, the attitudes a person carries about the object are a result of:

Accepted Answer

A)  direct experience with the object and related information from various sources. 
B)  emotions or feelings about the object. 
C)  predictions of the consumer's intention to buy. 
D)  all of the above.

Question 2

Ads for cosmetics and personal care products acknowledge the fact that people want to protect their self-images from inner feelings of doubt. This is consistent with which basic motivational function?

Accepted Answer

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

Question 3

Which of the following is not an example of a multi-attribute attitude model?

Accepted Answer

A)  Attitude-toward-object model. 
B)  Conative-component model. 
C)  Attitude-toward-behaviour model. 
D)  Theory of planned behaviour model.

Question 4

The claim made by Hungry Jacks that 'The burgers are better at Hungry Jacks', shows an example of which attitudinal-change strategy?

Accepted Answer

A)  The Elaboration Likelihood Model. 
B)  Changing beliefs about competitors' brands. 
C)  Altering components of the multi-attribute model. 
D)  Changing the overall brand rating.

Question 5

In accordance with the theory-of-reasoned-action model, to understand intention, marketers also need to measure the _____ that influence an individual's intention to act.

Accepted Answer

A)  opinions 
B)  behavioural attitudes 
C)  cognitive attitudes 
D)  subjective norms

Question 6

According to the elaboration likelihood model, cents-off coupons, free samples, beautiful background scenery and celebrity endorsements are all _____ routes to persuasion.

Accepted Answer

A)  central 
B)  peripheral 
C)  rational 
D)  emotional

Question 7

The multi-attribute attitude model which measures the individual's attitude toward behaving or acting with respect to an object would be the:

Accepted Answer

A)  attitude-toward-motive model. 
B)  attitude-toward-belief model. 
C)  theory-of-reasoned-action model. 
D)  attitude-toward-behaviour model.

Question 8

Which of the following is not one of the models of attitudes?

Accepted Answer

A)  Tricomponent model. 
B)  Trying-to-consume model. 
C)  Attitude toward the brand model. 
D)  Multi-attribute attitude model.

Question 9

An ineffective attitude-change strategy is one where a marketer attempts to change consumer beliefs about the attributes of competitors' brands.

Accepted Answer

A) True 
 B)False

Question 10

'She tried to make me buy that unknown auto-focus camera because she would make a bigger commission.' This statement could be explained using the:

Accepted Answer

A)  elaboration likelihood model. 
B)  attribution theory. 
C)  self-perception theory. 
D)  defensive attribution theory.

Question 11

Attitudes have a motivational quality that always propels a consumer toward a particular behaviour.

Accepted Answer

A) True 
 B)False

Question 12

The attempt to tie consumers' attitudes with their expected consumption takes place in the tricomponent attitude model's:

Accepted Answer

A)  affective component. 
B)  conative component. 
C)  behavioural component. 
D)  cerebral component.

Question 13

One of the criteria used by consumers to confirm their initial attributions about objects is _____, which means that the reaction must be the same, even when the situation in which it occurs varies.

Accepted Answer

A)  distinctiveness 
B)  consistency over time 
C)  consistency over modality 
D)  consensus

Question 14

The multi-attribute attitude model that seems to best explain situations in which the behaviour under study is a goal is the:

Accepted Answer

A)  attitude-toward-object model. 
B)  attitude-toward-behaviour model. 
C)  theory-of-reasoned-action model. 
D)  theory-of-trying-to-consume model.

Question 15

Marketers can relieve consumer dissonance by following which of the following tactics?

Accepted Answer

A)  Reinforcing consumers' decisions in ads by complimenting their wisdom. 
B)  Offering stronger warranties. 
C)  Providing detailed brochures on how to use the products correctly. 
D)  All of the above.

Question 16

According to the _____ theory, discomfort occurs when a consumer holds a conflicting thought about a belief or an attitude object.

Accepted Answer

A)  attribution 
B)  cognitive dissonance 
C)  elaboration likelihood model 
D)  foot-in-the-door

Question 17

In an effort to understand the impact of advertising on consumer attitudes towards particular products or brands, considerable attention has been paid to developing what has been referred to as:

Accepted Answer

A)  attitude-toward-object models. 
B)  theory-of-reasoned-action models. 
C)  attitude-toward-behaviour models. 
D)  attitude-toward-the-ad models.

Question 18

The word _____ in the consumer-oriented definition of attitude should be interpreted broadly to include specific consumption- or marketing-related concepts, such as product, product category, brand, service, possessions, product use, causes or issues, people, advertisement, Internet site, price, medium or retailer.

Accepted Answer

A)  product 
B)  object 
C)  brand 
D)  company

Question 19

Niche marketing is sometimes called:

Accepted Answer

A)  local marketing. 
B)  individual marketing. 
C)  micromarketing. 
D)  scale marketing.

Question 20

The theory of trying to consume is designed to:

Accepted Answer

A)  measure the frequency of usage. 
B)  account for the cases in which the outcome is not certain but instead reflects the consumer's intention to consume. 
C)  measure the dissatisfaction with the purchase. 
D)  measure the negative gap between expectations and satisfaction.

Exam 7: Consumer attitudes—attitude development and change