Deck 7: Consumer attitudes—attitude development and change

Question 1

The extent to which an individual rates the attitude object as 'favourable' or 'unfavourable', 'good' or 'bad' is something marketers often measure and is part of what component of the tricomponent model?

A) Behavioural component.
B) Conative component.
C) Affective component.
D) Cerebral component.

Answer 1

Affective component.

Question 2

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:

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.

Answer 2

direct experience with the object and related information from various sources.

Question 3

An attitude would best be characterised as:

A) innate.
B) instinctive.
C) learned.
D) unwavering.

Answer 3

learned.

Question 4

Attitudes are:

A) learned.
B) often the result of direct experience with the product.
C) sometimes formed from information acquired from others.
D) all of the above.

Question 5

Regarding learned predispositions, the relationship between attitudes and behaviour is:

A) non-existent.
B) that attitudes influence one's behaviour.
C) that attitudes and behaviour are synonymous.
D) that product choice affects behaviour that in turn forms initial attitudes.

Question 6

A learned predisposition to behave in a consistently favourable or unfavourable way with respect to a given object defines a(n):

A) belief.
B) motive.
C) feeling.
D) attitude.

Question 7

Emotionally charged states such as happiness, sadness or anger may enhance or amplify positive or negative experiences. Later recollections of such experiences may impact what comes to mind and how the individual reacts. This is a characteristic of the _____ component of the tricomponent model.

A) cognitive
B) conative
C) affective
D) behavioural

Question 8

The fact that Sarah thinks it is alright to eat lunch at Subway, but that it is inappropriate to eat dinner there, demonstrates that:

A) attitudes are consistent.
B) attitudes are situational.
C) attitudes are a learned predisposition.
D) attitudes affect eating behaviours.

Question 9

The tricomponent model consists of three major components; which of the following is not one of them?

A) Cognitive.
B) Affective.
C) Conative.
D) Objective.

Question 10

According to the _____ model, attitudes consist of three major components: a cognitive component, an affective component and a conative component.

A) trying-to-consume
B) multi-attribute attitude
C) tricomponent
D) attitude toward the ad

Question 11

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.

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

Question 12

If a consumer reported preferring German cars over Japanese cars, marketers would expect that the individual would be likely to buy a German brand when his current vehicle needed to be replaced. This is based on which aspect of consumer attitudes?

A) Attitudes are a learned thought.
B) Attitudes are a learned predisposition.
C) Attitudes are consistent.
D) Attitudes are situational.

Question 13

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

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

Question 14

Benjamin strongly prefers German Cars over Japanese cars and it is thus expected that when buying a car he will purchase a German car. However, due to financial constraints he is not able to afford a German car and thus purchases a Japanese car despite his attitudes. This is because:

A) the object plays a role in a consumer's decision.
B) there is a change in learned predispositions.
C) there is a consistency in attitudes.
D) a situation affects a person's attitude.

Question 15

Jared may feel that it is alright to have a station wagon to drive the kids to school or to their weekend activities, however, when it comes to his growing interest in off-road driving, Jared feels strongly that only a high-quality SUV would provide the appropriate features to enable him to safely pursue his interest. Jared's purchase would best be described as the result of a change in:

A) learned predisposition.
B) roles as an object.
C) roles as a subject.
D) situation.

Question 16

A consumer's emotions or feelings about a particular product or brand constitute the tricomponent attitude model's:

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

Question 17

The component of the tricomponent attitude model that is evaluative in nature is the:

A) affective component.
B) cognitive component.
C) conative component.
D) value expression component.

Question 18

If you are interested in knowing one's knowledge of a particular product, then you would be dealing with their:

A) behavioural component.
B) emotional component.
C) affective component.
D) cognitive component.

Question 19

The ______ component is concerned with the likelihood that an individual will undertake a specific action or behave in a particular way with regard to the attitude object. According to some interpretations, this component may include the actual behaviour itself.

A) cognition
B) conation
C) affection
D) positivism

Question 20

Which of the following is not a characteristic of attitudes?

A) Attitudes have consistency.
B) Attitudes are a learned predisposition.
C) Attitudes occur within a situation.
D) Attitudes are based on direct experience.

Question 21

According to the attitude-toward-object model, the consumer's attitude toward a product is a function of:

A) price.
B) communication messages the consumer receives.
C) the presence or absence of certain product-specific beliefs or attitudes.
D) the consumer's intention to behave in a certain way.

Question 22

In addition to attitude towards behaviour and subjective norm, the theory of planned behaviour also includes which of the following?

A) Behaviour.
B) Perceived behavioural control.
C) Intention.
D) All of the above.

Question 23

According to the theory-of-reasoned-action model, the best indicator of behaviour is the consumer's:

A) past purchasing history.
B) intention to act.
C) motive for purchasing.
D) strength of the product evaluation.

Question 24

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

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

Question 25

In order to understand intention, we need to measure the subjective norms that influence an individual's intention to act according to which theory?

A) Trying to consume model.
B) Theory of reasoned action.
C) Attitude toward behaviour.
D) Theory of planned behaviour.

Question 26

The likelihood or tendency that an individual will undertake a specific action or behave in a particular way with regard to the attitude-object deals with the tricomponent attitude model's:

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

Question 27

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

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

Question 28

If a firm wanted to know how its brand of ink pen was perceived by the target market, from the list below, the most appropriate model to use would be the:

A) attitude-toward-behaviour model.
B) attitude-toward-motive model.
C) attitude-toward-belief model.
D) attitude-toward-object model.

Question 29

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

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

Question 30

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.

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

Question 31

Like the tricomponent model, the ________ model represents an integration of attitude components into a structure that is designed to lead to a better explanation and better predictions of behaviour.

A) theory-of-planned-behaviour
B) attitude-toward-object
C) theory-of-reasoned-action
D) attitude-toward-behaviour

Question 32

If you were going to use a multi-attribute attitude model and you had interest in understanding an intention to act, you would employ the:

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

Question 33

Among the multi-attribute attitude models, the one directed more at understanding the purchase process is the:

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

Question 34

In marketing and consumer research, the conative component of the tricomponent attitude model is frequently treated as an expression of the consumer's:

A) attitude.
B) level of familiarity.
C) intention to buy.
D) attitude toward the object.

Question 35

Which of the following is not a reason why the attitude-toward-behaviour model may be more useful to marketers than the attitude-toward-object model?

A) The attitude-toward-behaviour model has proven to correspond more closely to actual behaviour than the attitude-toward-object model.
B) The attitude toward-behaviour model is a more recent model and therefore more applicable to today's society.
C) The attitude-toward-behaviour model focuses more on the purchase intent of a consumer.
D) A person may have a positive attitude towards the object, but a negative attitude to ever purchasing the object.

Question 36

In the multi-attribute attitude model that identifies intention to act, the two components included in the intention to act are; the subjective norm and:

A) attitude toward the motive.
B) attitude toward the belief.
C) attitude toward the object.
D) attitude toward the behaviour.

Question 37

The multi-attribute attitude model which has the same three components as the tricomponent model is the:

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

Question 38

According to the theory of reasoned action, for researchers to understand the subjective norm about the purchase of a new VW Beetle car by a student, they would have to identify three things; which of the following is not one of them?

A) His referent others.
B) His beliefs about how each referent other would respond to his purchase decision.
C) His motivation to comply with his referent.
D) The environmental impediments that will come between him and his new car.

Question 39

The multi-attribute attitude model that is most suitable for measuring attitudes toward a product or specific brand would be the:

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

Question 40

Samantha was using a multi-attribute attitude model that used intention to act as the best indicator of behaviour. Samantha was employing the:

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

Question 41

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:

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

Question 42

Consumers who have a high need for cognition are likely to:

A) form positive attitudes in response to ads that feature an attractive model or a celebrity.
B) form a positive attitude in response to ads or direct mail that are rich in product information.
C) form negative attitudes towards ads that are rich in product information.
D) feel neutral towards ads that feature attractive models or product information.

Question 43

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

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 44

The formation of attitudes is strongly influenced by all the following except:

A) personal experience.
B) influence of family and friends.
C) mass media.
D) how long the product has been on the market.

Question 45

Lydia is an amateur photographer who considered moving from her point-and-shoot digital camera to a DSLR camera in order to be able to change lenses. However, with recent improvements in point-and-shoot cameras, Lydia is unsure of whether her move to a DSLR camera will be worthwhile. When Olympus brings out point-and-shoot cameras and changes Lydia's mind, they have used which strategy?

A) By resolving two conflicting attitudes.
B) By associating the product with a special group, event or cause.
C) By changing the basic motivational function.
D) By changing consumer beliefs about competitor brands.

Question 46

The theory of trying to consume is designed to:

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.

Question 47

The development of the theory of trying to consume most closely parallels the:

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

Question 48

Attitudes are formed:

A) before using the product.
B) after using the product.
C) when hearing about the product.
D) all of the above.

Question 49

An effective attitude-change strategy is changing the basic motivational function. According to this approach, attitudes can be classified into four functions; which of the following is not one of them?

A) Utilitarian.
B) Ego-defensive.
C) Knowledge.
D) Personal experience.

Question 50

Direct marketing has a good chance of favourably influencing target consumer's attitudes because:

A) direct marketing is favourably looked upon.
B) the mass scale of direct marketing makes it a dominant player.
C) because the products and services offered are highly targeted to the individuals' needs and concerns.
D) Internet advertising is too cluttered.

Question 51

The shift from having no attitude about an object to forming an attitude is a result of:

A) learning.
B) motivation.
C) social environment.
D) exposure to ads.

Question 52

The primary means by which consumers form their attitudes is through:

A) consumer reports.
B) family influences.
C) personal experience.
D) direct marketing.

Question 53

When marketers try to persuade regular tea drinkers to 'cross over' and become herbal tea drinkers, the company must utilise a strategy that:

A) changes the relative evaluation of attributes.
B) changes brand beliefs.
C) informs consumers that it has added an attribute.
D) changes the overall rating of a brand.

Question 54

Niche marketing is sometimes called:

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

Question 55

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?

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

Question 56

Attitudes are formed by learning. In terms of classical conditioning, Oil of Olay, the well-established brand, was using the brand strength as the unconditioned stimulus to introduce Oil of Olay body wash. The unconditioned stimulus was used to link the new brand to the established name, resulting in a favourable attitude. The company is hoping for _____ from the brand name to the new product.

A) stimulus recognition
B) stimulus generalisation
C) attitude expansion
D) attitude stability

Question 57

A person that is trying to find a shoe of a very particular style and colour in order to match a dress, is an example of the theory of not being able to consume due to _____ impediments.

A) social
B) environmental
C) personal
D) economic

Question 58

In the theory of trying to consume, the consumer's attempts to consume may be a result of _____ or _____ impediments that prevent the desired action or outcome.

A) personal; social
B) personal; environmental
C) social; environmental
D) physical; economic

Question 59

The theory of reasoned action does not work well when the particular behaviour is a:

A) low-involvement purchase.
B) high-involvement purchase.
C) goal.
D) repurchase.

Question 60

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

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

Question 61

If Yoplait decides to point out that their yogurt has more potassium than a banana, which strategy of attitude change are they using?

A) Changing the relative evaluation of attributes.
B) Changing brand beliefs.
C) Adding an attribute.
D) Changing the overall brand rating.

Question 62

If Diana just finished editing photographs using Adobe Photoshop, and after receiving compliments on these photographs she says to herself, 'I'm a natural at making great presentations', this statement would be an example of _____ in the context of attribution.

A) internal attribution
B) external attribution
C) positive attribution
D) attribution toward others

Question 63

Someone who donates five dollars to cancer research might be persuaded to donate a much larger amount when approached at a later time. The initial donation can be seen as a(n) _____ in an attribution context.

A) self-attribution
B) foot-in-the-door
C) external attribution
D) internal attribution

Question 64

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.

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

Question 65

If Brian just finished giving a successful presentation using PowerPoint, and after the presentation he concludes it was a successful presentation due to the assistance of his friend and the user-friendly program, this observation would be an example of _____ in the context of attribution.

A) internal attribution
B) external attribution
C) positive attribution
D) attribution toward others

Question 66

Which of the following does not fall under the attitude change strategy of adding an attribute?

A) Informing consumers that Yoplait contains more potassium than a banana.
B) Informing consumers that Dove has now added vitamin E to their lotions.
C) Informing consumers that Secret deodorant is available in an unscented version.
D) Telling people that Panadol Migraine is the number one doctor-recommended brand for migraine relief.

Question 67

When Melitta (a coffee machine brand) introduced a coffeemaker that includes a weather forecast screen linked to the Internet, it is altering a component of the multi-attribute model to change attitudes. Which strategy is it using?

A) Changing the relative evaluation of attributes.
B) Changing brand beliefs.
C) Adding an attribute.
D) Changing the overall brand rating.

Question 68

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

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

Question 69

A variety of tactics are adopted by consumers to reduce the effect of post-purchase dissonance. Which of the following is not one of them?

A) Consumers seek out ads that support their choice.
B) Consumers try to sell friends on the features of the brand.
C) Consumers look to known satisfied consumers for reassurance.
D) Consumers seek out competitor's ads to reassure them of their better choice.

Question 70

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

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

Question 71

As a group of loosely interrelated social psychological principles, _____ attempts to explain how people assign credit or blame to events on the basis of either their own behaviour or the behaviour of others.

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

Question 72

The elaboration likelihood model proposes that consumers' attitudes are changed by two distinctly different routes to persuasion: ______ routes and ______ routes.

A) central; logical
B) main; secondary
C) central; peripheral
D) rational; emotional

Question 73

If a young Macquarie Street banker observes that she always purchases the Australian Financial Review on her way to work, she is apt to conclude that she likes the Australian Financial Review. This is an example of how the _____ helps make inferences about one's behaviour.

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

Question 74

Which of the following is not one of the criteria used by consumers to confirm their initial attributions about objects?

A) Distinctiveness.
B) Consensus.
C) Consistency over time.
D) Individuality.

Question 75

Which of the following statements is true about attribution and the foot-in-the-door technique?

A) Individuals who try a free sample are less committed to the brand.
B) Individuals who try a free sample are more committed to the brand.
C) Individuals who try a brand without inducement are less likely to change their attitude toward a brand.
D) The larger the incentive to try the brand, the greater the commitment to the brand.

Question 76

'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:

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

Question 77

When Panadol makes a dramatic assertion that it has product superiority over Nurofen by claiming it lasts longer and is gentler, it is using which of the following attitude change strategies?

A) Changing the relative evaluation of attributes.
B) Changing brand beliefs.
C) Changing beliefs about competitor brands.
D) Changing the overall brand rating.

Question 78

'The largest-selling brand' and 'the one all others try to imitate' are claims used by companies trying to change attitudes by using which of the following strategies?

A) Changing the relative evaluation of attributes.
B) Changing brand beliefs.
C) Adding an attribute.
D) Changing the overall brand rating.

Question 79

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

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 80

According to the elaboration likelihood model, when consumers are willing to exert the effort to comprehend, learn or evaluate the available information about the attitude object, learning and attitude change can occur via the:

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