Question 1

Cognitive dissonance is:

Accepted Answer

A)   a term first used by Leon Festinger.
B)   usually more likely to occur with high-involvement purchases.
C)   the experience of inconsistency between attitude components.
D)   all of the given answers. D

Question 2

Emotional advertisements may enhance attitude formation or attitude change by increasing:

Accepted Answer

A)   ad memorability.
B)   product liking.
C)   the ad's ability to attract and maintain attention.
D)   all of the given answers. D

Question 3

Cognitive dissonance occurs when the principle of cognitive consistency is not satisfied.

Accepted Answer

A) True 
 B)False  True

Question 4

Attitude change strategies can initially focus on the:

Accepted Answer

A)   cognitive component.
B)   affective component.
C)   behavioural component.
D)   cognitive component, affective component or behavioural component.

Question 5

Comparative advertising:

Accepted Answer

A)   tends to be considered as more interesting by consumers than non-comparative advertising.
B)   promotes competition among companies.
C)   sometimes leads to negative impressions.
D)   All of the given answers are correct.

Question 6

The larger the attitude score (using the ideal point multi-attribute attitude models presented in the text), the ____________ the attitude.

Accepted Answer

A)   more favourable
B)   more neutral
C)   less favourable
D)   more crystallised

Question 7

Each individual may evaluate the same belief differently because all of us have:

Accepted Answer

A)   unique motivations and personalities.
B)   different past experiences.
C)   different reference groups.
D)   All of the given answers are correct.

Question 8

Which of the following is not important when using humour to try to affect attitudes?

Accepted Answer

A)   Identify the brand name early in the message.
B)   Avoid subtle humour.
C)   Make the humour relevant to the brand or key idea.
D)   Do not make fun of potential users.

Question 9

To use ideal attribute levels in product development:

Accepted Answer

A)   one of the steps is to assess a segment's ideal level of performance for key attributes.
B)   one of the steps is to create a product concept.
C)   one of the steps is to create an actual product based on a product concept.
D)   All of the given answers are correct.

Question 10

The cognitive component of an attitude is manifested by:

Accepted Answer

A)   statements of feelings.
B)   statements of beliefs.
C)   actions or statements of behavioural intentions.
D)   the impact of the attitude on other attitudes.

Question 11

For fear appeals to be effective:

Accepted Answer

A)   the level of fear must be very low.
B)   the level of fear must be extremely high.
C)   a highly credible source should be used.
D)   fear appeals are almost never effective.

Question 12

Which of the following is not a basic strategy for altering the cognitive structure of a consumer's attitude?

Accepted Answer

A)   Change the belief(s)  about the attributes of the brand.
B)   Change the underlying motivation.
C)   Add beliefs.
D)   Change the belief(s)  about the attributes of the ideal brand.

Question 13

Benefit segmentation is different to lifestyle segmentation because it involves grouping consumers in segments on the basis of:

Accepted Answer

A)   similar affective ratings.
B)   similar perceptions/beliefs of performance on specific attributes.
C)   similar behavioural components.
D)   none of the given answers.

Question 14

The behavioural component of an attitude is manifested by:

Accepted Answer

A)   statements of feelings.
B)   statements of beliefs.
C)   actions or statements of behavioural intentions.
D)   the impact of the attitude on other attitudes.

Question 15

Based on the ideal point multi-attribute attitude model presented in the text, the consumer's attitude toward a product is reasonably favourable when the attitude source is _________________.

Accepted Answer

A)   over 300
B)   very large
C)   less than 100
D)   None of the given answers. It depends on how it compares with attitudes towards competing products or brands.

Question 16

In general, the components of an attitude:

Accepted Answer

A)   operate independently.
B)   tend to be consistent.
C)   tend to be inconsistent.
D)   tend to be counter biasing.

Question 17

Fear appeals and humour appeals in advertising have what in common?

Accepted Answer

A)   They may be effective in increasing company sales.
B)   They typically have a certain optimal level at which their use in ads is most effective.
C)   Their effectiveness can be limited because tolerance levels for fear and humour differ across consumers.
D)   All of the given answers are correct.

Question 18

Utilitarian appeals:

Accepted Answer

A)   create an image of the product user.
B)   are more effective for value-expressive products.
C)   inform consumers of important benefits.
D)   None of the given answers are correct.

Question 19

Using the ideal point multi-attribute attitude models presented in the text, the lower a computed attitude score, the ____________ the attitude.

Accepted Answer

A)   more favourable
B)   more neutral
C)   more unfavourable
D)   more uncertain

Question 20

Which of the following is a basic strategy for altering the cognitive structure of a consumer's attitude?

Accepted Answer

A)   Change the belief(s)  about the attributes of the brand.
B)   Change the relative importance of the beliefs.
C)   Add new beliefs.
D)   All of the given answers are basic strategies.

Exam 11: Attitude and Attitude Change