Deck 6: Attitudes Based on Low Effort

Question 1

Research shows that when customers expect a close relationship with a brand, they will have more favorable brand evaluations after reading messages that use "you and the brand," compared with messages that use words such as "we."

Answer 1

False

Question 2

Alan, the marketing manager for ReadOn Note, realizes that the company's consumer base holds low-effort attitudes toward the product. On closely observing the consumers' reactions, Alan notices that the consumers do not devote emotional resources to processing the central idea behind ReadOn Note's marketing communications. In this scenario, the consumers:

A) are passive recipients of the message.
B) are unable to decode the information of the message.
C) relate empathetically to the characters in the ad.
D) process information with high attention levels.
E) form strong beliefs about the message.

Answer 2

A

Question 3

Whether or not music evokes a positive affective response is not dependent on the music's structure.

Answer 3

False

Question 4

Randy heard the same ad for Orenico cookies on many occasions. In the context of the truth effect, he is more likely to develop a negative belief about the product.

Question 5

Consumers will have negative attitudes toward a brand if it is present during an experience that provokes fear, because the brand "shared" in that experience.

Question 6

Incidental learning is learning that occurs from conscious processing rather than from repetition.

Question 7

An overabundance of information, knowledge, or analysis can impair assessments made through thin-slice judgments.

Question 8

Mood is similar to classical conditioning because both require a repeated association between two stimuli.

Question 9

When processing effort is low, consumers _____ brand messages.

A) generate support arguments for
B) deeply process
C) are persistent in thinking up source derogations about
D) are unlikely to generate arguments for or against
E) are active recipients of

Question 10

The attitudes of high-effort consumers may be less resistant to attack than those of low-effort consumers because the high-effort people may not resist a message or develop counterarguments.

Question 11

According to research, consumers judge ads as more credible when the ad indicates that the manufacturing firm is profitable.

Question 12

When motivation, ability, and/or opportunity (MAO) is high, consumers like a brand less when it features a celebrity endorser who also endorses lots of other products.

Question 13

Low-effort cognition involves classical and evaluative conditioning.

Question 14

In low-effort processing situations, brand evaluations suffer when consumers are repeatedly exposed to messages about product features.

Question 15

Sexual messages can create negative feelings, such as disgust or uneasiness, in some consumers.

Question 16

Brand attitudes improve when repetition allows consumers greater opportunity to process information about specific aspects of the brand and the ways that it relates to other brands in the category.

Question 17

In the context of unconscious formation of attitudes, _____ involves classical and evaluative conditioning.

A) low-effort affect
B) low-effort projection
C) low-effort advertising
D) low-effort learning
E) low-effort cognition

Question 18

Consumers must know the meaning of the body feedback they experience in order to explain their behavior.

Question 19

Attitudes formed under high-effort processing may not even be stored in memory, allowing consumers to form attitudes anew each time they are exposed to a message.

Question 20

Repetition of ad messages increases the likelihood that consumers will be better able to process it when making a purchasing decision.

Question 21

Bill suffers from athlete's foot but is skeptical of getting himself treated. After watching an advertisement for a particular athlete's foot treatment that depicts a famous professional footballer being successfully treated, Bill changes his mind and decides that this treatment will be effective. This is an example of simple beliefs based on:

A) explanation from affective deliberation.
B) the truth effect elaboration.
C) explanations from an endorsement.
D) associative messages of a brand.
E) body feedback elaboration.

Question 22

The speaker at the Tomarao Enterprises sales seminar asked her audience "Would you like to be financially independent before the age of 50?" This is best thought of as an example of using _____ to elicit self-referencing.

A) a rhetorical question
B) emotional appeals
C) visual branding
D) body feedback
E) a teaser

Question 23

An ad for Windrose Energy Drinks shows a man, wearing a suit, multitasking successfully. The ad has the caption "Get more done every day." Marketers came up with this idea after considering that everyone wants to get more done in a day. In this scenario, the marketer's idea behind involving the consumers in the message is an example of _____.

A) self-innovation
B) peripheral indulging
C) self-referencing
D) self-sponsorship
E) situational involvement

Question 24

Jon repeatedly watches an ad for BoNmarts, which promotes itself as the store with the lowest prices. These repeated viewings have led Jon to believe that this store has low prices. This is an example of repetition leading consumers to:

A) process the information without becoming bored with the stimulus.
B) feel strongly about the central arguments in an ad.
C) acquire basic knowledge about products features.
D) feel a sense of mystery about the sponsor of an ad.
E) feel strongly about the peripheral arguments in an ad.

Question 25

In a mystery ad, the brand is:

A) never revealed in the message.
B) processed by very low and obscure routes.
C) promoted by an obscure source.
D) processed by heuristics that elicit high elaboration.
E) not identified until the end of the message.

Question 26

Marketers at Raindew Cookies decide to change the packaging of their high-fiber nutritious oatmeal cookies to make them look like attractive chocolate bars. This move has led to a marked increase in the sales of these cookies. In this scenario, the marketers at Raindew Cookies considered repackaging the oatmeal cookies due to the _____.

A) body feedback theory
B) rule of thumb theory
C) special relativity theory
D) reversal theory
E) general relativity theory

Question 27

Steve watches an ad for a brand of soda that portrays people surfing and having a party on a beach. Steve now associates the soda with fun and exciting people. In the context of consumer attitudes, Steve's behavior is an example of _____.

A) a heuristic demand
B) a feedback cue
C) a simple inference
D) long-term cognition
E) an affective cue

Question 28

Consumers can form simple beliefs based on _____ for an endorsement.

A) discredits
B) judgments
C) heuristics
D) attributions
E) arguments

Question 29

Consumers use _____ when they form beliefs based on the number of supporting arguments.

A) the frequency heuristic
B) the biased effect
C) the mere exposure effect
D) the truth effect
E) the recirculation heuristic

Question 30

When consumers believe a statement simply because it has been repeated a number of times, it is referred to as _____.

A) body feedback
B) the truth effect
C) a peripheral cue
D) an emotional appeal
E) the frequency heuristic

Question 31

In low-processing situations, a simple message is more likely to be effective because consumers will:

A) not want to purchase products with a low brand image.
B) be able spend a lot of time evaluating competitive prices.
C) be able judge products based on source credibility.
D) be influenced by co-consumers who have supportive arguments for a product.
E) not have to process a lot of information.

Question 32

When consumers are less knowledgeable about a product category, they tend to perceive the product as being more effective when:

A) they critically evaluate message arguments in a brand's image.
B) its image is shown close to the image of the promised results.
C) they tend to link the information in a message to their existing beliefs.
D) its image varies to a great extent from the previous versions of the brand's images.
E) its image is distinct from the images of all competitor brands.

Question 33

Scratch-and-sniff print ads are an example of attempts by marketers to _____ consumers.

A) increase the support arguments of
B) increase the situational involvement of
C) decrease the processing efforts by
D) decrease the influential effects of
E) generate more complex category-based processing in

Question 34

Learning that occurs from repetition rather than from conscious processing is known as _____.

A) constant exposure
B) nonfocal learning
C) unpersuasive exposure
D) incidental learning
E) message acquisition

Question 35

When consumers aid their judgments by inferring that brands with more frequent ads are high in quality, they are forming _____, which are simple rules of thumb that are easy to invoke and require little thought.

A) support arguments
B) persuasive arguments
C) attributions
D) counterarguments
E) heuristics

Question 36

Marketers use nostalgia in messages to influence positive attitudes and encourage _____.

A) self-gratification
B) self-involvement
C) self-referencing
D) self-sponsorship
E) self-recognition

Question 37

Jenny, a frequent jogger, sees a television ad for sports shoes that features a famous marathon runner. Viewing the ad makes her think "This must be a good product if he is endorsing it because he has won many marathons." In this scenario, Jenny is:

A) being a persuasive ad viewer and a critical judge of the product.
B) using memorable sources that help encode associations about the product.
C) using credible sources to make an inference about the product.
D) being attracted by having her attention levels raised.
E) focusing on the central arguments in her persuasion.

Question 38

Ryan has just started a new semester in college. He attends his first lecture on statistics. Halfway through the lecture, Ryan's disinterest in the subject prompts him to make up his mind that statistics will be boring for the rest of the semester. In this scenario, Ryan has made the _____ form of assessment.

A) deterministic safety decision
B) peripheral referencing
C) body feedback
D) thin-slice judgment
E) probabilistic analysis

Question 39

Which of the following statements is true when processing effort is low?

A) Consumers process information deeply.
B) Consumer attitudes are highly resistant to attacks.
C) Consumer attitudes are not based on strong beliefs.
D) Consumers do not develop counterarguments.
E) Consumer beliefs can be successfully changed.

Question 40

Carlon International, a leading manufacturer of orthotic aids, launched an ad that contained claims that 9 out of 10 orthopedicians recommended the Carlon brand of orthotic aids for a speedy recovery. In this scenario, Carlon International is using _____ to influence consumers' attitudes?

A) simple inferences
B) self-referencing
C) body judgments
D) many message arguments
E) persuasiveness of arguments

Question 41

If consumers really like an ad, _____.

A) they may have fewer associations with the brand advertised
B) classical conditioning is most likely to occur
C) their positive feelings may transfer from the ad to the brand
D) their involvement in processing the ad may decrease
E) source derogations may increase

Question 42

In the context of moods that ads evoke in consumers, _____ refers to feelings of warmth, tenderness, and caring.

A) a deactivation thought
B) social affection
C) body feedback
D) an upbeat activation
E) a variance action

Question 43

In classical conditioning, when the unconditioned stimulus is presented first, it is known as _____.

A) concurrent conditioning
B) unconditioned conditioning
C) forward conditioning
D) operant conditioning
E) backward conditioning

Question 44

A conditioned stimulus is something that:

A) does not automatically elicit an involuntary response by itself.
B) automatically elicits an involuntary response by itself.
C) stimulates an involuntary response.
D) does not stimulate several voluntary responses.
E) creates neural pathways to aid in the formation of schemas.

Question 45

The mere exposure effect results in:

A) an increased understanding of the cognitions in an argument.
B) raised attention levels toward the message.
C) familiarity leading to liking the object.
D) an increased number of associations attached to the schema.
E) attachment of several favorable associations to the schema.

Question 46

Which of the following is possible if humor is not tied or related to the offering?

A) Consumers will develop a negative affect toward the brand.
B) There will be a rise in high-involvement offerings.
C) Consumers will restrict themselves from watching witty and humorous ads.
D) There will be an increase in counterarguments related to the brand.
E) Consumers will only pay attention to the humor and ignore the brand.

Question 47

One of the factors that determines whether or not a communication source evokes favorable affective reactions is _____.

A) likability
B) expertise
C) consumer base
D) likelihood of being profitable
E) length of advertisements

Question 48

_____ is a process that involves consumers becoming bored with a stimulus.

A) Attrition
B) The mere exposure effect
C) The deactivation effect
D) Wearout
E) Closeness

Question 49

In the context of communicating a message to consumers, which of the following is true of humor?

A) ​It appears to be appropriate for high-involvement offerings to consumers.
B) Older, highly educated females tend to respond positively to ads with a humorous touch.
C) Consumers with a negative attitude toward the advertised brand understand humorous ads effectively.
D) The use of humor appears to be effective for consumers who have a low need for cognition.
E) Humorous ads can only be used selectively around the world with limited effect in most communities.

Question 50

_____ is a special case of classical conditioning that produces an affective response by repeatedly pairing a neutral conditioned stimulus and an emotionally charged unconditioned stimulus.

A) Elective conditioning
B) Parallel conditioning
C) Evaluative conditioning
D) Authorized conditioning
E) Inflexible conditioning

Question 51

According to the mere exposure effect, humans tend to:

A) expose themselves to others' opinions.
B) prefer familiar objects to unfamiliar ones.
C) expose themselves to others' emotions.
D) prefer not to expose their emotions.
E) prefer unfamiliar objects to familiar ones.

Question 52

According to the _____, consumers can have a favorable attitude toward an ad either because they find it believable or because they feel good about it.

A) implicit personality theory
B) efficient market hypothesis
C) cognition-behavioral theory
D) evaluative consistency theory
E) dual-mediation hypothesis

Question 53

According to research, conditioning is most likely to occur when:

A) the conditioned stimuli-unconditioned stimuli link is relatively novel or unknown.
B) the consumer is unaware of the link between the conditioned and unconditioned stimuli.
C) the unconditioned stimulus precedes the conditioned stimulus.
D) the conditioned stimulus is inconsistently paired with the unconditioned stimulus.
E) central issues or arguments are presented in the conditioning.

Question 54

A research study suggests that consumers' _____ may be the best indicator of advertising effectiveness.

A) recalling ability of the ad
B) recognition of the brand in the ad
C) need to purchase a product in the ad
D) attitude toward the ad
E) ad comprehension

Question 55

Which of the following emotional responses is elicited with a combination of medium pitch, firm rhythm, and dissonant harmony in a musical piece used in an ad?

A) Exciting
B) Sentimental
C) Majestic
D) Sad
E) Happy

Question 56

Exotic King Foods used songs from the 60s and 70s in their ads to evoke a positive response in consumers who were baby boomers. The music could have acted as a(n) _____ in classical conditioning to create a good feeling toward Exotic King Foods.

A) conditioned stimulus
B) unconditioned stimulus
C) conditioned response
D) unconditioned response
E) positive reinforcement

Question 57

_____ is a way of producing a response to a stimulus by repeatedly pairing it with another stimulus that automatically produces this response.

A) Transitioning
B) Feedback generation
C) Operant conditioning
D) Modeling
E) Classical conditioning

Question 58

In the context of attitudes toward ads, which of the following statements is true of consumers in a good mood?

A) They pay attention to negative information about their preferred brands.
B) They tend to pay attention to information about competitors.
C) They like a brand extension that is moderately similar to the parent product.
D) They tend to ignore seeing relationships among brands.
E) They avoid having tentative preferences for a single brand.

Question 59

SEVA (surgency, elation, vigor, and activation) is a category of affective response which:

A) is present when the communication puts a consumer in a sad mood.
B) includes soothing or relaxing responses.
C) is a feeling of warmth, tenderness, and caring.
D) includes quiet or pleasant responses.
E) is present when the communication puts a consumer in an upbeat mood.

Question 60

Which of the following statements is true when a company repetitively plays the same message?

A) It makes claims unbelievable.
B) It diminishes brand awareness.
C) It makes the brand name familiar.
D) It decreases consumers' recalling effort through passive learning.
E) It decreases consumers' confidence in the brand.

Question 61

Explain how classical conditioning works.

Question 62

Humor appears to be more effective when consumers:

A) have a positive attitude toward a brand.
B) are high in need for cognition.
C) are in a negative mood.
D) already have a distinct schema for a brand.
E) are seeking to differentiate a brand.

Question 63

Briefly explain situations where consumers typically experience wearout.

Question 64

Briefly explain how marketers use pleasant pictures to influence consumers' message processing.

Question 65

Discuss the circumstances where conditioning is most likely to occur.

Question 66

Which of the following statements is true of concrete emotional appeals?​

A) They are less specific and generalized in nature.
B) They involve emotions such as a feeling of hope.
C) They are effective in stimulating short-term behavioral intentions.
D) They are emotions that are felt when unimportant events occur.
E) They cannot be linked to a specific experience or emotion.

Question 67

In the context of involving messages, briefly explain a self-referencing strategy.

Question 68

Explain with examples how likable sources can influence affective attitudes.

Question 69

Briefly explain the dual-mediation hypothesis.

Question 70

Discuss how low-effort attitudes can be affected by how easily consumers remember message arguments.

Question 71

According to a study, placing ads in violent programs can:

A) elicit negative responses to the product.
B) elicit negative images of the brand.
C) inhibit processing and ad recall.
D) aid in awareness of the product.
E) endorse aggression toward the product message.

Question 72

Explain with an example how consumers may acquire simple beliefs by forming simple inferences based on simple associations.

Question 73

Discuss the three major categories of affective responses.

Question 74

With the help of an example, explain unconditioned stimulus, unconditioned response, conditioned stimulus, and conditioned response.

Question 75

Briefly explain with the help of an example how credible sources can serve as peripheral cues for making a simplified judgment.

Question 76

Explain how moods can bias attitudes in a mood-congruent direction.

Question 77

The goal of a transformational ad is to:

A) decrease emotional involvement by concentrating on consumer efforts rather than their needs.
B) use sympathy and empathy to attract consumers toward the brand.
C) reposition brand extensions so that consumers can process them through central route processing.
D) associate the experience of using the product with a unique set of psychological characteristics.
E) attract consumers through the presentation of factual information.

Question 78

Briefly explain the peripheral route to persuasion.

Question 79

Briefly explain thin-slice judgments based on brief observations with examples.

Question 80

Describe with an example how consumers form attitudes on both cognitive and affective bases without being aware of how or why they have done so.