Deck 7: Personality, Lifestyles, and Values

Question 1

A person may eat Snickers candy bars because this brand is sold in the company cafeteria, and it is too much trouble to go elsewhere for a preferred bar. This would be an example of which kind of attitude involvement, based on degree of commitment?

A) identification
B) information acquisition
C) compliance
D) fantasy
E) internalization

Answer 1

C

Question 2

One way we maintain cognitive consistency is by inferring that we must have liked a product (have a positive attitude) because we bought it. This is a key feature of which theory:

A) self perception
B) habit strength
C) objective self- awareness
D) role playing
E) looking glass

Answer 2

A

Question 3

The extended Fishbein multi- attribute model recognizes a distinction between behavioural intentions and actual behaviour. This is important because:

A) the model depends upon consumers' actual knowledge of the product
B) not all product attributes are equally important to the consumer
C) there are often a number of factors not under the control of the individual which will hinder the ability of any model to predict behaviour perfectly
D) most people only intend to do about 10 percent of the things they actually get around to doing
E) most people lie about their intentions, so intentions are not a very good indication of actual behaviour

Answer 3

C

Question 4

A company that sells a hemorrhoid medicine looked at a study which identified what types of TV ads were the most irritating to customers. High on the list were ads for hemorrhoid suffers. Which of the following would be the best approach for the company to take with respect to the design of their ads?

A) emphasize how their product would allow a customer to keep active and continue their daily activities
B) emphasize price deals
C) emphasize how not using the product could result in problems for the afflicted person in his or her social life
D) emphasize packaging
E) emphasize a graphic demonstration of the physical discomforts, creating a need for their product

Question 5

All of the following are true about balance theory, EXCEPT:

A) the perspective involves relations among three elements
B) each triad consists of perception of an object, attitude to an object, and attitude to a person
C) the attitude structures are called triads
D) a sentiment relation occurs where two elements are linked
E) it assumes the triad desires balance

Question 6

According to the balance theory of attitudes, one element is seen somehow as belonging to or being part of another element in a/an:

A) sentiment relation
B) associative relation
C) triad
D) frame of reference
E) unit relation

Question 7

Which of these statements about the way in which attitudes can form or be learned is NOT true:

A) a brand name can elicit its own attitude
B) the process is the same no matter what the product or ad
C) learning an attitude can be the outcome of a complex cognitive process
D) reinforcement of an Ao
E) pairing an object (brand name) repeatedly with a catchy jingle

Question 8

Most researchers agree that an attitude is made up of components.

A) one
B) three
C) five
D) four
E) two

Question 9

A research firm was using Fishbein's model to measure attitudes, but found that the predictions of the model were insufficient to explain the behaviour of their client's customers. The firm decided to try the extended Fishbein model; what did they need to add to their original research?

A) They needed to add an attitude- tracking program
B) The social class and the income of the average customer
C) The age and income of the average customer
D) They needed to identify the important attributes that their client's customers consider when evaluating the product
E) They needed to add the influence of an individual's attitude toward the act of buying

Question 10

All of the following, EXCEPT, _ are attitude functions.

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

Question 11

All of the following are a strategic application of multi- attribute models EXCEPT:

A) strengthen perceived product- attribute links
B) capitalize on a brand's relative advantage
C) influence evaluations of competitors' products
D) extend a product's life cycle
E) add a new product feature

Question 12

How strongly consumers hold an attitude toward an object is usually related to:

A) their belief in the objective value of the attitude object
B) how recently they have developed the Ao
C) their level of involvement with the attitude object
D) the available income they have in relation to the cost of the desired object
E) the number of positive attributes the object has

Question 13

Jeannette seeks out lots of information, considers information carefully, and arrives at a thoughtful decision about a home theater system. The hierarchy exhibited here is:

A) sensory adaptation
B) sensory selection
C) high involvement
D) Zajonc's
E) low involvement

Question 14

Rather than selling someone on the price of a $150 000. Mercedes Benz right off the bat, marketers find that getting agreement on a variable like colour or styling first helps. This relates to the technique.

A) cognitive association
B) foot- in- the- door
C) cognitive dissonance reduction
D) brand strengthening
E) frame of reference

Question 15

Simi Ghandi 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 Simi, "gum buying is not that big of a deal anyway." Which of the following hierarchies would most appropriately describe Simi's situation?

A) cognitive hierarchy
B) habit hierarchy
C) low- involvement hierarchy
D) experiential hierarchy
E) standard learning hierarchy

Question 16

Which of the following is an example of something that would inhibit a person's desire for divorce?

A) the prevalence of AIDS
B) a reduction in red tape associated with obtaining a divorce
C) an increase in their discretionary income
D) online dating websites that make it easier to find an ideal match
E) a reduction in costs associated with obtaining a divorce

Question 17

According to the ABC model of attitudes, the relationships among knowing, feeling, and doing are combined in different ways en route to the formation of an attitude. In contrast to the confident way Nancy ordered, Jan, an occasional drinker, ordered her drink by saying, "Oh, I don't really care, I guess your house white wine will be fine." Which of the following schematics best represents Jan's hierarchy of effects:

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

Question 18

Cecilia has just purchased a new Jetta for $25 000 and is told that she has received a "super deal." A few days later she is surfing the Net and comes across the same Jetta for $2000 less from a dealership only 100 miles away. Chances are that she will fairly quickly experience variables put forth by the theory of:

A) Jungian possession
B) cognitive dissonance
C) anger- frustration
D) associative discord
E) avoidance- acceptance

Question 19

Acme Company knows its product has little brand loyalty, and customers don't have a strong preference for their product or their competitor's. To develop a positive attitude in the market, Acme should concentrate first on their product.

A) the hedonic consumption of
B) the emotional aspects of
C) the behavioural intentions generated by
D) the informational process related to
E) the current attitudes toward

Question 20

The attitude accessibility perspective suggests that:

A) it is difficult to access a correct attitude if there is no trigger feature present
B) males have an easier time acccessing attitudes than females
C) behaviour is a function of a person's immediate perceptions of an attitude object in the context of the situation in which it is encountered
D) attitudes are susceptible to proactive and retroactive interference
E) long- term memory retrieval affects a person's attitude

Question 21

Despite improvements to the Fishbein model, all of the following are considered to be obstacles to predicting behaviour using this model except .

A) the model was developed to deal with actual behaviour, not with the outcomes of behaviour
B) some outcomes are beyond the consumer's control
C) measures of attitude often do not really correspond to the behaviour they are supposed to predict
D) the model does not consider social pressure
E) the basic assumption that behaviour is intentional may be invalid in some situations

Question 22

Coke is attempting to combat erosion of the cola market by using phrases such as "unique taste sensation." They are attempting to appeal to consumers':

A) emotional reactions
B) individualism
C) spiritualism
D) prestige hierarchy
E) desire effect

Question 23

Bonnie is a wine connoisseur. She has spent a large amount of time studying the various wines, visiting vineyards, and tasting various vintages. Her attitude can be described as:

A) based on hedonic consumption
B) based on an emotional learning process
C) based on the experiential hierarchy of effects
D) based on cognitive information processing
E) based on cognitive consistency

Question 24

In a hypothetical experiment, two groups drank the same brand of fruit juice. One group was simply asked politely to try the drink. The second group was tricked into drinking the juice. Suppose that on average, the second group liked the juice more than the first. How could the theory of cognitive dissonance be used to explain these results?

A) It may violate a person's self- esteem to be tricked; consequently the juice was liked more because the respondents had paid a higher psychological price.
B) It may violate a person's self- esteem to be tricked; therefore members of the second group concluded that they really drank the juice because it tasted good.
C) It created a larger sense of cognitive dissonance in the first group because they agree to taste the juice simply by being asked. They expressed their subconscious displeasure by rating the drink more negatively than the second group.
D) People who were asked politely would have more anticipation and more expectations of the juice than the other group. These pre- tasting conditions were harder to meet than when people were simply tricked into tasting the juice.
E) Because the second group was tricked, they tried to figure out what the researchers were trying to test and therefore rated the drink more highly.

Question 25

Several of the following cultural roadblocks diminish the universality of the theory of reasoned action, EXCEPT:

A) the model was developed to predict the performance of any voluntary act
B) the model measures behavioural intentions and thus presupposed that consumers are actively thinking ahead and planning future behaviours
C) the model was developed to deal with actual behaviour, not with the outcomes of behaviour
D) a consumer who forms an intention is (implicitly) claiming he or she is in control of his or her actions
E) the relative impact of subjective norms may vary across cultures

Question 26

Many attempts to correlate reported attitude toward something with actual behaviour have found:

A) people cannot be trusted
B) when people say something, they generally do it
C) saying something and actually doing can be very different
D) all attitudinal research is generally useless
E) there is a high correlation between the two

Question 27

Kenneth is using a multi- attribute model to make a decision on which college to attend. Scholarly reputation, friendliness of students, and the adequacy of the college placement division are the most important areas that Kenneth is using to measure his list of colleges. Which of the following elements is Kenneth primarily using in his multi- attribute model to make his decision?

A) beliefs
B) importance weights
C) attributes
D) goals
E) valences

Question 28

Anything toward which one has an attitude, whether it is tangible, such as Coca- Cola, or intangible, such as the idea of energy conservation, is referred to as an:

A) Aatt
B) Aact
C) Aad
D) Ao
E) An

Question 29

According to the functional theory of attitudes, the function is addressed by ads that stress straightforward product benefits ("Drink Diet Coke 'just for the taste of it'").

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

Question 30

Julia's favourite magazines are Vogue and Harpers Bazaar, she loves French food, and is anti- abortion. Which attitude function describes her motives?

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

Question 31

Ruby believes that ice cream is fattening and therefore tries to avoid the temptation of eating it. Which of the following best describes the relationship between Ruby and ice cream?

A) The ice cream is an attitude object (Ao) because of Ruby's feelings toward the product.
B) The ice cream is matched to a personality trait (Pt) of Ruby and this is what causes her difficulties in rejecting the product.
C) Ruby would likely have a positive attitude toward an advertisement (AAD) that showed someone eating ice cream
D) The ice cream is purely a product (P1).
E) The ice cream is a fantasy (F1) for Ruby.

Question 32

When consumers change their behaviour or form attitudes intended to increase their similarity to another person or to a group, the level of commitment to that attitude is said to result from:

A) compliance
B) fantasy
C) internalization
D) socialization
E) identification

Question 33

Multi- attribute attitude models specify three elements, which are:

A) attitudes, values, beliefs
B) attributes, beliefs, importance weights
C) beliefs, importance weights, values
D) values, behaviours, attributes
E) affect, behaviour, salience

Question 34

A primary application of functional theory to the strategic positioning of products is:

A) that functional theory is more valid and reliable as a predictor of consumer needs than other models
B) that everybody uses functional theory for decision making
C) not generally possible because attitudes serve many functions, no one is dominant
D) harmful to the development of favourable product associations
E) in most cases, that a particular function will dominate a consumer's need

Question 35

Brenda and Dorothy are both Generation Xers, but Brenda is three years older. If their attitudes toward shopping were tracked over time we would likely find that:

A) their attitudes would be too difficult to track because Generation Xers are fickle
B) their attitudes would be different because of their age difference
C) their attitudes would be too difficult to track because attitudes fluctuate too much over time
D) their attitudes would be different at some point because Brenda would enter a different age cohort before Dorothy.
E) their attitudes would tend to be the same as they would share the same outlook

Question 36

After an automobile purchase, there is a good chance that buyers will come across some information (better price somewhere; competitor superiority) that will conflict with their purchase. Knowing this, marketers should:

A) call them with additional information to support purchase
B) send them to an information website
C) avoid them, and let their emotions settle down
D) if they call, immediately refund their purchase
E) defend your position; you have done nothing wrong to them

Question 37

In the ABC model of attitudes is it possible to have a hierarchy that begins with behaviour? Why?

A) No. An emotional response must occur before behaviour.
B) No. Behaviour must have a cause, which could be either a belief or an effect.
C) Yes. Sometimes people simply do things and use the self- perception theory to explain it after the fact.
D) No. All known hierarchies begin with emotional or cognitive functions.
E) Yes. According to balance theory, it is possible for a person to simply react first.

Question 38

Mary has always had a good relationship with her mother. At the university she met a friend whom she grew very fond of. Mary brought her new friend home to visit her family. Mary's mother really disliked her new friend. According to the balance theory, what will Mary be motivated to do?

A) Mary will assimilate her mother's feelings, thereby understanding her mother without changing her attitude toward her or her new friend.
B) She will try to get her mother to change her attitude. If that is unsuccessful Mary will change her attitude toward her mother, or toward her new friend.
C) Mary will begin to believe her own judgment is flawed and compensate by persuading herself that she really does make good judgments in her relationships.
D) Mary will notice how her own behaviour was influenced by her mother and conclude that she really likes her friend better than she at first believed.
E) Mary will stop liking her friend because if she does not, her relationship with her mother will become negative.

Question 39

What is meant when researchers review a person's attitude toward the act of buying?

A) They are trying to understand the person's willingness to spend money
B) They are trying to understand the perceived consequences of a purchase
C) They are trying to understand the effects of the novelty of a product
D) They are trying to understand if a person has internalized an advertisement
E) They are trying to understand whether an individual likes a retail outlet

Question 40

The functional theory of attitudes was initially developed by:

A) Fishbein
B) Maslow
C) Jung
D) Katz
E) Zajonc

Question 41

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

A) advertising agencies
B) a person and his or her perceptions
C) costs and benefits of taking an action
D) the marketer and their strategy of image building
E) sub- conscious motives

Question 42

Most researchers agree that an attitude has three components. In the ABC model of attitudes, they are:

A) activity, behaviour, conation
B) attitude, behaviour, conscience
C) attitude, belief, cognition
D) affect, behaviour, cognition
E) affect, behaviour, conscience

Question 43

Elements that might be included in consumer attitude tracking studies include all of the following, EXCEPT:

A) attitude changes as people age
B) historical effects such as the impact of a worldwide recession on our own economy
C) consumers' beliefs about what the future holds in terms of their future plans, their confidence in the economy, etc.
D) identification of social phenomena which might affect consumption activities, e.g., easier divorces, prevalence of AIDS, etc.
E) attitude internalization over time

Question 44

Which of the following best explains why a person is more likely to try to change the attitudes of others before they change their own attitudes?

A) According to the ABC model of attitudes, other people's attitudes are easier to change than one's own.
B) According to self- perception theory, it is easier for a person to reinforce others' attitudes based on their behaviour.
C) Attitudes are generally long lasting and endure over extended time spans. A person would find it easier to initially try to get others to conform to their attitudes than to change their own attitudes.
D) According to the balance theory a person will try to maintain balance in all their relationships.
E) According to the theory of reasoned actions, a person takes the most reasonable approach first, which would logically lead their to try to change the attitudes of others before their own.

Question 45

Are cognition and affect two separate elements of attitudes? Affective responses do not always require prior cognitions according to the position taken by the:

A) independence hypothesis
B) experiential model
C) cognitive- affect model
D) attitude- congruence model
E) imbalanced- attribute hypothesis

Question 46

Sally considered herself to be relatively liberal in her political and social views. Her best friend introduced her to an environmental activist group. At the first meeting she attended, Sally agreed with everything that was presented and decided to join the group. At the second meeting, however, a group member presented an argument that Sally thought was "extreme." Sally later told her friend that she could never join this group because their ideas were "crazy." Which theory would best explain Sally's change of attitude?

A) Hierarchy of Effects
B) Balance theory
C) Theory of Cognitive Dissonance
D) Self- perception theory
E) Social Judgment theory

Question 47

A well- known actor is used in an ad to create a positive sentiment for a newly- launched innovative moisturizing cream. This is an example of the marketing application of which theory:

A) self- perception
B) cognitive dissonance
C) social judgment
D) hierarchy
E) balance

Question 48

Zajonic's Hierarchy of Effects model involves

A) behaviour -affect -beliefs
B) behaviour -beliefs -affect
C) affect -behaviour -beliefs
D) beliefs -affect -behaviour
E) beliefs -behaviour -affect

Question 49

Social pressure theory indicates:

A) groups are not effective for strategic decision making
B) people are inconsistent but stable emotionally
C) Freud is correct in his views
D) people rarely tell the truth
E) others' preferences may win out over individuals' preferences

Question 50

Sarah sees an ad for a popular deodourant. In the ad, a young girl is embarrassed on prom night because of a perspiration stain on her pink prom dress. The punch line of the ad says, "Is yours strong enough when you really need it?" Sarah thinks about the brand she uses, an upcoming date with a new guy, and decides to switch to the advertised brand. Which of the following attitude functions most closely matches the decision made by Sarah?

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

Question 51

Research has shown that at least three emotional dimensions have been identified in commercials. Two of these emotional dimensions are pleasure and arousal. What is the third emotional dimension?

A) pain
B) intimidation
C) pride
D) influence
E) social connection

Question 52

Marketing managers often reject the concept of low involvement by consumers in processing product or brand information because:

A) their bosses would fire them on the spot if they thought so
B) the proof is that consumers do buy their companies' brands
C) they were taught otherwise in business school
D) it implies that much of marketing communications would be wasted effort
E) the billions spent on advertising can't be wrong

Question 53

Samantha is using a multi- attribute model to make a decision on which college to attend. She has decided that scholarly reputation is more important than whether the college has a good sports program. Which of the following elements is Samantha primarily using in her multi- attribute model to make her decision?

A) importance weights
B) goals
C) valences
D) beliefs
E) attributes

Question 54

Which of the following best expresses what marketers mean by attitude?

A) how hard Jane will work to obtain a goal
B) the unease that Kyle feels every time he is forced to stay in a small confined space
C) Aa dog salivating when they hear a bell ring
D) how fast Kim learns to find her way around a new neighborhood
E) the preference that Sam holds for Chinese food over Mexican food

Question 55

The three components of the Fishbein Model are:

A) characteristics, beliefs, importance weights
B) salient beliefs, object- attribute linkages, appraisal
C) attributes, beliefs, importance weights
D) salient beliefs, object- attribute linkages, evaluation
E) notable beliefs, object- attribute linkages, evaluation

Question 56

Tanya is a researcher for a large marketing research firm. Her client is complaining that the theory of reasoned action model that they have been using has not been successful at predicting their customers' behaviour because it ignores factors that are intervening between intent and performance. What theory could Tanya consider applying into a new model that would account for these intervening factors?

A) theory of factor mitigation
B) theory of trying
C) theory of environmental barriers
D) theory of unlimited actions
E) theory of desired results

Question 57

Craig complained to his friend Jess that a class was too hard and he believed that the teacher was not being fair with his grading standards. Jess replied, "Craig, you really have an attitude problem." What is the relationship between the manner that the term attitude is used in common conversation and the how it is defined in consumer behaviour?

A) They are similar except that popular culture assumes that attitudes are related to cognition, and research scientists have shown that there is no such relationship.
B) There is no relationship. Common usage is not the same as attitudes as seen by the researchers who study consumer behaviour.
C) They are different in that popular culture does not recognize that attitudes are temporary. Otherwise the usage is the same.
D) They are similar except that popular culture assumes that attitudes are related to beliefs, and research scientists have shown that there is no such relationship.
E) The term attitude is widely used in popular culture in much the same way it is used in studying consumer behaviour.

Question 58

A lasting general evaluation of people (including oneself), objects, and issues is:

A) a value
B) an attitude
C) an opinion
D) an impression
E) a platitude

Question 59

Ben wanted to use the Fishbein model to measure attitudes toward a professional hockey team. What would Ben have to do first to use this model?

A) Determine the important attributes that would pertain to a professional hockey team.
B) Determine whether some fans were more loyal than others.
C) Determine first what attitudes customers had toward the professional hockey team.
D) Determine people's attitudes toward the hockey league.
E) Determine what salient beliefs people had toward professional hockey teams.

Question 60

The concept which attempts to explain the relative impact of the three components of an attitude and the sequence of steps occurring en route to the formation of an attitude is called by attitude researchers:

A) hierarchy of effects
B) mood- congruence effects
C) purchase- decision model
D) ratio- explanation hypothesis
E) attitude- belief hypothesis

Question 61

The ad for a hemorrhoid remedy was so irritating that every time it came on the TV Luigi grabbed the controller and pressed the mute button. The advertisement's was faulty.

Question 62

According to the balance theory of attitudes, when two elements are linked because someone has expressed a preference, either positive or negative, for the third, a/an exists.

A) unit relation
B) frame of reference
C) associative relation
D) sentiment relation
E) triad

Question 63

One of the most popular TV commercials in recent years featured basketball great Shaquille O'Neal for Pepsi. Consumers loved the commercial, but Pepsi sales fell by 2 percent during the same time period while Coke's sales rose by 8 percent. What problem does the multi- attribute attitude model have in predicting behaviour in this case?

Question 64

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 attitude involvement (based on degree of commitment) would be most closely associated with Roger and his attitudes?

A) identification
B) compliance
C) internalization
D) conformity
E) information acquisition

Question 65

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 66

Harmonious feelings among your thoughts, feelings, and behaviours is the underlying principle of:

A) selective construction
B) agreeable circumstances
C) cognitive consistency
D) attitude constructs
E) professional presentations

Question 67

In the - involvement hierarchy of effects, the consumer doesn't form an evaluation of a product until after s/he has had experience with it.

Question 68

Charles's use of Polo Sport after shave cream involves more than one attitude function.

Question 69

Consumers value harmony among their thoughts, feelings, and behaviours. They are motivated to maintain uniformity among these elements. If necessary, they will change their thoughts, feelings, or behaviour to make them consistent with their other experiences, a principle referred to as .

Question 70

When celebrity endorser Cybill Shepherd confessed that she did not eat red meat, even though she had been doing promotions for the beef industry, she was replaced as an endorser. According to balance theory, this endorsement backfired because:

A) the star- product unit relation was questioned
B) Cybill Shepherd herself was found not be popular with the target group
C) beef had been a positively- valued attitude object
D) a sentiment relation was formed
E) consumers believed that eating fish or chicken was better for them than eating beef

Question 71

The less important the product is to consumers, the more important are many of the marketing stimuli that must be devised to market it. This is termed the _.

Question 72

"Choosy mothers choose "Kraft peanut butter." This claim implies that knowledgeable people will reject anything but the very best. Is the marketer counting on attitudes with: wider latitudes of acceptance or narrower latitudes of acceptance?

Question 73

The modified Fishbein Model adds three modifications, , , and _ .

Question 74

Bill is watching a television show. When an advertisement comes on, he has a predisposition to respond to that advertisement in a favourable or unfavourable manner. This predisposition is referred to as a(n) .

A) promotional cheer
B) promotional hype
C) advertisement potential
D) attitude toward the advertisement
E) promotional influence

Question 75

A/An _ implies that a consumer's attitude toward a product can be predicted by identifying the specific beliefs s/he holds about the several product attributes and combining them into one overall measure of the consumer's attitude.

A) product forecasting model
B) hierarchy of effects model
C) integrated- beliefs model
D) attribute importance measure
E) multi- attribute attitude model

Question 76

We grant a certain latitude towards acceptance or rejection of new ideas about an object for which we already hold an opinion. The tendency to characterize ideas falling in the area of rejection as farther from our position than they actually are results in a/an effect.

A) contrast
B) imbalance
C) dissonance
D) distortion
E) assimilation

Question 77

When the university football team does exceptionally well, the number of students displaying the university insignia on shirts or caps increases as well. The students' "basking in reflected glory" means that they are attempting to create a relation with a positively valued object.

Question 78

The marketing manager of the symphony orchestra decided to try to gain an understanding of the attendees at a concert. He tried to understand the importance of the
of the audience members

Question 79

Sharon works for a university raising funds for scholarships. She finds that two donors could have the same attitude toward the university, but some will have more commitment to the school than others. These have a tendency to give more to the scholarship fund. Sharon is correct in encouraging her co- workers to increase the involvement of the donors with the university because that would increase their commitment.

Question 80

Molson's Ale depicts one male getting turned down for a date because an attractive female notices that he drinks another brand. Shortly after, she accepts a date from a male drinking Molson beer. Molson is trying to get consumers to:

A) imitate the behaviour of successful models
B) be more assertive in product selection
C) choose based on subliminal perception
D) reject competitors based on selective learning
E) drink more beer generally