Deck 8: Consumer Attitude Formation and Change

Question 1

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
E) ego-defensive function

Answer 1

C

Question 2

The ________ model is designed to capture the individual's attitude toward acting with respect to an object rather than the attitude toward the object itself.

A) theory-of-reasoned-action model
B) trying-to-consume model
C) attitude-toward-object model
D) attitude-toward-behavior model
E) attitude-toward-the-ad model

Answer 2

D

Question 3

Attitude-toward-object,attitude-toward-behavior,and theory-of-reasoned-action models are examples of ________.

A) tricomponent attitude models
B) buyer intention scales
C) attitude-change strategies
D) self-perception theories
E) multiattribute attitude models

Answer 3

E

Question 4

Microsoft wants to measure public attitudes toward the default media-playing software included in its Windows operating system.Which of the following types of multiattribute attitude models would be most appropriate for Microsoft to use?

A) theory-of-reasoned-action model
B) trying-to-consume model
C) attitude-toward-object model
D) attitude-toward-behavior model
E) attitude-toward-the-ad model

Question 5

________ include the knowledge and perceptions that are acquired by a combination of direct experience with the attitude object and related information from varied sources.

A) Affectations
B) Emotions
C) Cognitions
D) Objectives
E) Conations

Question 6

John is conducting research on American attitudes toward European car brands,particularly Volkswagen,Volvo,Mercedes,and BMW.This research is said to be ________.

A) experientially directive
B) attitude-changing
C) object specific
D) attributional
E) cognitive

Question 7

________ is concerned with the likelihood or tendency than an individual will undertake a specific action or behave in a particular way with regard to the attitude object.

A) Cognition
B) Affectation
C) Situation
D) Perspective
E) Conation

Question 8

The ________ component of the tricomponent attitude model includes a consumer's emotions or feelings about a particular product or brand.

A) conative
B) objective
C) cognitive
D) affective
E) situational

Question 9

Paula is a regular at Gino's Italian Bistro.She likes going there because the staff always recognizes her,greets her by name,and makes her feel welcome at the restaurant.This is an example of the ________ component of her attitude toward Gino's.

A) cognitive
B) conative
C) situational
D) perspective
E) affective

Question 10

Roy is looking to buy a new HDTV set.He knows from friends that LCD set screens reflect less light than plasma set screens,but that LCD sets are also more subject to blurring than plasma sets.This is an example of the ________ component of his attitude toward HDTVs.

A) conative
B) objective
C) cognitive
D) affective
E) situational

Question 11

According to the ________,to understand consumers' intentions we also need to measure the subjective norms that influence an individual's intention to act.

A) theory-of-reasoned-action model
B) trying-to-consume model
C) attitude-toward-object model
D) attitude-toward-behavior model
E) attitude-toward-the-ad model

Question 12

Jake feels that shopping in thrift shops shows a lack of class and sophistication.This attitude would be captured by which of the following multiattribute attitude models?

A) theory-of-reasoned-action model
B) trying-to-consume model
C) attitude-toward-object model
D) attitude-toward-behavior model
E) attitude-toward-the-ad model

Question 13

According to the ________,attitudes consist of three major components: a cognitive component,an effective component,and a conative component.

A) dual mediation model
B) tricomponent attitude model
C) self-perception theory
D) multiattribute attitude model
E) functional approach

Question 14

Which of the following is true of attitudes and their relationship with behavior?

A) Attitudes are permanent, but the behaviors they reflect change over time.
B) Consumers always demonstrate consistency between their attitudes and their behaviors.
C) There is no demonstrable link between attitudes and behavior.
D) When consumers are free to act as they wish, we anticipate that their actions will be consistent with their attitudes.
E) Attitude change is always followed by behavior change.

Question 15

________ involve both the beliefs that the consumer attributes to relevant others,such as friends and parents,and the consumer's motivation to comply with the beliefs held by those relevant others.

A) Niche markets
B) Subjective norms
C) Direct experiences
D) External attributions
E) Foot-in-the-door techniques

Question 16

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
E) consumers' subjective norms

Question 17

________ portray consumers' attitudes with regard to an attitude object as a function of consumers' perceptions and assessment of the key attributes or beliefs of that object.

A) Multiattribute attitude models
B) Functional models
C) Dual mediation models
D) Cognitive dissonance theories
E) Tricomponent attitude models

Question 18

Attitudes might propel consumers toward a particular behavior or repel them away from a particular behavior,therefore attitudes have a ________ quality.

A) behavioral
B) motivational
C) threatening
D) driving
E) defensive

Question 19

________ assess(es)the likelihood of a consumer purchasing a product or behaving in a certain way.

A) Cognitive dissonance theory
B) Buyer intention scales
C) Attitude-change strategies
D) Emotionally charged states
E) Self-perception theory

Question 20

In a consumer behavior context,________ are learned predispositions to behave in a consistently favorable or unfavorable way with respect to a given object.

A) attitudes
B) beliefs
C) values
D) feelings
E) intentions

Question 21

Attitudes that develop through ________ tend to be more confidently held,more enduring,and more resistant to attack than those developed via ________.

A) direct experience; indirect experience
B) internal attribution; external attribution
C) utilitarian function; knowledge function
D) cognition; emotions
E) direct marketing; niche marketing

Question 22

The ________ is designed to account for cases in which the action or outcome is desired but not certain,and reflects the consumer's attempts to consume,whether or not they are successful.

A) theory-of-reasoned-action model
B) trying-to-consume model
C) attitude-toward-object model
D) attitude-toward-behavior model
E) attitude-toward-the-ad model

Question 23

If a consumer segment generally holds a positive attitude toward owning the latest designer jeans,then that segment's attitude toward new brands of designer jeans are likely to reflect that orientation.This is an example of the ________ of attitude.

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

Question 24

Ben has a positive attitude toward Nova Hiking Gear because a pair of Nova hiking boots he owns have proven to be very durable and to provide good support during long hikes.Ben has formed this attitude based on the boots' ________.

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

Question 25

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 functions?

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

Question 26

Tom is looking to lose weight by cutting carbohydrates out of his diet,particularly from regular sodas,but has a negative attitude towards diet sodas and does not drink them because he believes they do not taste as good.What strategy can a company use to ensure Tom that their diet tastes just like regular?

A) changing the relative evaluation of attributes
B) associating the product with a special group, event or cause
C) changing the basic motivational function
D) changing consumer beliefs about competitor brands
E) changing consumers' subjective norms

Question 27

If an undergraduate student was considering getting a tattoo and stopped to ask herself what her parents would think of such behavior,such a reflection would constitute her ________.

A) internal attribution
B) subjective norm
C) direct experience
D) external attribution
E) niche

Question 28

Direct marketing efforts have an excellent chance of favorably influencing target consumer's attitudes because ________.

A) direct marketing is favorably looked upon
B) the mass scale of direct marketing makes it a dominant player
C) the products and services offered are highly targeted to the individuals' needs and concerns
D) Internet advertising is too cluttered
E) direct marketing is more likely to result in external attribution of positive experiences with the product to the product itself

Question 29

Niche marketing is also sometimes called ________.

A) attitude research
B) attribution
C) value expression
D) micromarketing
E) dual mediation

Question 30

Which of the following are considered to be underlying factors that are likely to produce a subjective norm?

A) conative predispositions and cognitions
B) normative beliefs and motivation to comply with relevant others
C) affective predispositions toward the behavior and motivation to comply with others
D) intrinsic and extrinsic attributions
E) intention and normative beliefs

Question 31

Marketers that offer coupons and free samples of new products to entice consumers to try them understand the importance of ________ in attitude formation.

A) subjective norms
B) indirect experience
C) ego defense
D) attribution
E) direct experience

Question 32

The shift from no attitude to an attitude is a result of ________.

A) biological pressures
B) environment
C) learning
D) genetic predisposition
E) self defense

Question 33

With its slogan "Because self-confidence is priceless," Iron Band Deodorant is trying attract customers by emphasizing the brand's ________.

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

Question 34

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-related 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
E) feel neutral toward ads that are rich in product-related information

Question 35

The primary means by which attitudes toward goods and services are formed is through ________.

A) vicarious learning
B) environment
C) direct experience
D) genetic predisposition
E) self defense

Question 36

Which of the following types of companies is most likely to go after an attitude change market strategy?

A) the industry leader
B) a major competitor of the leader
C) a small start-up business
D) a large firm in a small industry
E) a company with significant consumer goodwill

Question 37

An example of the ________ function of motivation is for Crest to point out how its new toothbrush is superior to all other toothbrushes in controlling gum disease by removing more plaque.

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

Question 38

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
E) economic; environmental

Question 39

An extension of the theory-of-reasoned-action model is the ________,which includes an ads the construct of perceived behavioral control,which is a consumer's perception of whether the behavior is or is not within his or her control.

A) trying-to-consume model
B) theory of planned behavior
C) attitude-toward-object model
D) attitude-toward-behavior model
E) attitude-toward-the-ad model

Question 40

According to the attitude-toward-the-ad model,the consumer forms various feelings and judgments as a result of exposure to an ad.If the consumer likes the ad,________.

A) he is more likely to buy the product
B) he is less likely to buy the product
C) he is less likely to encounter environmental impediments to consumption
D) his like or dislike has no relevance to their likelihood of purchasing the product
E) he is more likely to attribute satisfaction with the product internally

Question 41

When consumers are willing to exert the effort to comprehend,learn,or evaluate the available information about the attitude object,learning and attitude change occur via the ________ to persuasion.

A) central route
B) celebrity endorsement
C) peripheral route
D) functional approach
E) dual mediation model

Question 42

Which of the following is true of consumer brand beliefs in the context of changing consumer attitudes?

A) Consumers tend to interpret ambiguous information in ways that challenge their preexisting attitudes.
B) Consumers frequently resist evidence that challenges strongly held attitudes or beliefs.
C) The easiest way to change consumer attitudes is to attack long-standing brand beliefs.
D) Consumers generally embrace evidence that challenges strongly held attitudes and beliefs.
E) Brand loyalty is very rare and so it is relatively easy for marketers to change brand beliefs.

Question 43

The ________ acknowledges the possibility that the central route to persuasion can be influenced by a peripheral cue.

A) multiattribute attitude model
B) tricomponent attitude model
C) trying-to-consume model
D) functional approach
E) dual mediation model

Question 44

One of the criteria used by consumers to confirm their initial attributions about objects is ________,which means that the reaction (the prior inference)is perceived in the same way by other consumers.

A) distinctiveness
B) consistency over time
C) consistency over modality
D) consensus
E) self-defense

Question 45

CAR MINI CASE: Carl is looking to buy a new car because he needs more space for driving his kids to and from their after-school activities and for transporting all their gear.His wife has suggested that the family buy a station wagon, but Carl has a negative attitude toward station wagons because he feels that they are "Mom-mobiles" that consign their drivers to a life of car pools and PTA meetings.He then sees an ad for Subaru with a beautiful outdoor setting and attractive young people using a Subaru station wagon.The voice-over discusses the physical attributes of the car and the demographics of its owners.After seeing a Subaru ad portraying its station wagon as a trendy automotive option for exciting young people looking for more cargo room than a sedan and better fuel-efficiency than an SUV, Carl finds himself to be much more enthusiastic about his wife's station wagon suggestion.He purchases a Subaru, but later begins thinking that he probably should have purchased a Volvo for its reputation of greater safety.
In the CAR MINI CASE,Carl's initial attitude toward station wagons is best described by which of the following multiattribute attitude models?

A) attitude-toward-behavior model
B) trying-to-consume model
C) theory-of-reasoned-action model
D) attitude-toward-object model
E) attitude-toward-ad model

Question 46

When a consumer's motivation or assessment skills are low,learning and attitude change tend to occur via the ________ to persuasion.

A) central route
B) tricomponent route
C) functional route
D) primary route
E) peripheral route

Question 47

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
E) direct; indirect

Question 48

When consumers give themselves credit for the outcome of a behavior,they are engaging in ________.

A) subjective attribution
B) internal attribution
C) objective attribution
D) defensive attribution
E) external attribution

Question 49

According to ________,discomfort occurs when a consumer holds conflicting thoughts about a belief or an attitude object.

A) attitude-change strategies
B) cognitive dissonance theory
C) attribution theory
D) self-perception theory
E) attitude research

Question 50

________ attempts to explain how people assign blame or credit to events on the basis of either their own behavior or the behavior of others.

A) Self-perception theory
B) Cognitive dissonance theory
C) Attribution theory
D) Buyer intention theory
E) Attitude theory

Question 51

In order to reduce ________,consumers can rationalize their purchase decision as being wise,seek out advertisements that support their choice,try to "sell" friends on the positive features of the brand,or look to known satisfied owners for reassurance.

A) postpurchase dissonance
B) emotionally charged states
C) defensive attribution
D) subjective norms
E) attitude formation

Question 52

________ suggests that attitudes develop as consumers look at and make judgments about their own behavior.

A) Self-perception theory
B) Cognitive dissonance theory
C) Attribution theory
D) Buyer intention theory
E) Attitude theory

Question 53

Matthew recently purchased a new laptop for $1,500.He subsequently saw an advertisement for what appeared to be a similar model being sold for only $1,350.In order to resolve his ________,Matt decided that the cheaper model must not have as many attractive features as the model he purchased.

A) indirect experience
B) attitude formation
C) subjective norm
D) postpurchase dissonance
E) situational influence

Question 54

According to the principle of ________,consumers are likely to accept credit personally for success and to attribute failure to others or to outside events.

A) subjective attribution
B) internal attribution
C) objective attribution
D) defensive attribution
E) external attribution

Question 55

If a student observes that she routinely purchases the Des Moines Register on her way to class,she is apt to conclude that she like the Des Moines Register.This is an example of how the ________ helps make inferences about one's behavior.

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

Question 56

"The largest selling brand" and "the one all others try to imitate" are claims used by companies trying to change attitudes by using the following strategy:

A) changing the relative evaluation of attributes
B) changing brand beliefs
C) adding an attribute
D) changing the overall brand rating
E) changing consumers' subjective norms

Question 57

Someone who donates $10 to Amnesty International might be persuaded to donate a much larger amount when properly approached because that person may decide that he or she is the kind of person who makes such charitable donations.This demonstrates the basic premise of the ________.

A) door-in-the-face technique
B) consensus technique
C) foot-in-the-door technique
D) attribution technique
E) dual mediation technique

Question 58

When Advil makes a dramatic assertion that it has product superiority over Tylenol by claiming it lasts longer and is gentler,what attitude change strategy is it using?

A) changing the relative evaluation of attributes
B) changing brand beliefs
C) changing beliefs about competitor brands
D) changing the overall brand rating
E) changing consumers' subjective norms

Question 59

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

A) changing the relative evaluation of attributes
B) changing brand beliefs
C) adding an attribute
D) changing the overall brand rating
E) changing consumers' subjective norms

Question 60

When HP challenges the notion that computers do not have to be difficult to use by stating that their product "is as simple as duh," it is altering a component of the multiattribute model to change attitudes.Which attitude change 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
E) changing consumers' subjective norms

Question 61

PUB MINI CASE: Sean and his friends, most of whom are Irish immigrants or have Irish parents, enjoy drinking at The Celtic Knot, a small New York pub that serves many Irish beers, is decorated with genuine Irish paraphernalia, and holds weekly traditional Irish music sessions .Like many of his friends, Sean enjoys the feeling the pub gives him of connection with his Irish heritage.The pub advertises at community centers and churches in predominantly Irish areas of the city.On its posters, underneath a photo of a group of attractive young people in a cozy corner of the pub drinking and laughing together, is the pub's slogan: "Because being Irish is about more than just St.Paddy's Day."
In the PUB MINI CASE,Sean enjoys the feeling the pub gives him of connection with his Irish heritage.This is the ________ of his attitude toward the pub.

A) affective component
B) effective component
C) cognitive component
D) conative component
E) prospective component

Question 62

CAR MINI CASE: Carl is looking to buy a new car because he needs more space for driving his kids to and from their after-school activities and for transporting all their gear.His wife has suggested that the family buy a station wagon, but Carl has a negative attitude toward station wagons because he feels that they are "Mom-mobiles" that consign their drivers to a life of car pools and PTA meetings.He then sees an ad for Subaru with a beautiful outdoor setting and attractive young people using a Subaru station wagon.The voice-over discusses the physical attributes of the car and the demographics of its owners.After seeing a Subaru ad portraying its station wagon as a trendy automotive option for exciting young people looking for more cargo room than a sedan and better fuel-efficiency than an SUV, Carl finds himself to be much more enthusiastic about his wife's station wagon suggestion.He purchases a Subaru, but later begins thinking that he probably should have purchased a Volvo for its reputation of greater safety.
In the CAR MINI CASE,Carl's reconsideration of brand choice after he buys a Subaru constitutes ________.

A) buying intention
B) niche marketing
C) indirect experience
D) defensive attribution
E) postpurchase dissonance

Question 63

CAR MINI CASE: Carl is looking to buy a new car because he needs more space for driving his kids to and from their after-school activities and for transporting all their gear.His wife has suggested that the family buy a station wagon, but Carl has a negative attitude toward station wagons because he feels that they are "Mom-mobiles" that consign their drivers to a life of car pools and PTA meetings.He then sees an ad for Subaru with a beautiful outdoor setting and attractive young people using a Subaru station wagon.The voice-over discusses the physical attributes of the car and the demographics of its owners.After seeing a Subaru ad portraying its station wagon as a trendy automotive option for exciting young people looking for more cargo room than a sedan and better fuel-efficiency than an SUV, Carl finds himself to be much more enthusiastic about his wife's station wagon suggestion.He purchases a Subaru, but later begins thinking that he probably should have purchased a Volvo for its reputation of greater safety.
In the CAR MINI CASE,Subaru's portrayal of its station wagon as a car designed for young people who need extra cargo space to accommodate their active lives.This appeals to Carl because that is how he sees himself.In this way,Subaru is appealing to the ________ function to change attitudes toward station wagons.

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

Question 64

In addition to being inferable from what people say or what they do,attitudes are also directly observable.

Question 65

COFFEE MINI CASE: Linda is a heavy coffee drinker and a friend recommends that she try Sunrise Coffee, a new coffee house in town, because it sells delicious coffee.Linda replies that she really prefers to drink her coffee in the peace and quiet of her own home.One morning, Linda is running late and doesn't have time to make herself a cup of coffee, so she stops by Sunrise and is greeted by a cheerful staff and a great-tasting coffee, all of which put Linda in a good mood. Upon arriving at work, a co-worker comments on her alert, up-beat attitude that morning.Linda replies that it must be the great weather that day, sunshine after a week of solid rain.The following morning, Linda recalls what a pleasant experience she had at Sunrise and decides to go again.
In the COFFEE MINI CASE,Linda's friend has a positive attitude toward Sunrise coffee as a result of which of the following multiattribute attitude models?

A) attitude-toward-behavior model
B) trying-to-consume model
C) attitude-toward-object model
D) attitude-toward-consumer model
E) attitude-toward-the-ad model

Question 66

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

Question 67

PUB MINI CASE: Sean and his friends, most of whom are Irish immigrants or have Irish parents, enjoy drinking at The Celtic Knot, a small New York pub that serves many Irish beers, is decorated with genuine Irish paraphernalia, and holds weekly traditional Irish music sessions .Like many of his friends, Sean enjoys the feeling the pub gives him of connection with his Irish heritage.The pub advertises at community centers and churches in predominantly Irish areas of the city.On its posters, underneath a photo of a group of attractive young people in a cozy corner of the pub drinking and laughing together, is the pub's slogan: "Because being Irish is about more than just St.Paddy's Day."
In the PUB MINI CASE,________ is the attitude object.

A) the pub
B) the Irish community
C) the advertising message
D) Sean
E) the price point

Question 68

COFFEE MINI CASE: Linda is a heavy coffee drinker and a friend recommends that she try Sunrise Coffee, a new coffee house in town, because it sells delicious coffee.Linda replies that she really prefers to drink her coffee in the peace and quiet of her own home.One morning, Linda is running late and doesn't have time to make herself a cup of coffee, so she stops by Sunrise and is greeted by a cheerful staff and a great-tasting coffee, all of which put Linda in a good mood. Upon arriving at work, a co-worker comments on her alert, up-beat attitude that morning.Linda replies that it must be the great weather that day, sunshine after a week of solid rain.The following morning, Linda recalls what a pleasant experience she had at Sunrise and decides to go again.
In the COFFEE MINI CASE,Linda attributes her upbeat attitude and alertness to the change in the weather.This is an example of ________.

A) internal attribution
B) utilitarian attribution
C) conative attribution
D) external attribution
E) defensive attribution

Question 69

CAR MINI CASE: Carl is looking to buy a new car because he needs more space for driving his kids to and from their after-school activities and for transporting all their gear.His wife has suggested that the family buy a station wagon, but Carl has a negative attitude toward station wagons because he feels that they are "Mom-mobiles" that consign their drivers to a life of car pools and PTA meetings.He then sees an ad for Subaru with a beautiful outdoor setting and attractive young people using a Subaru station wagon.The voice-over discusses the physical attributes of the car and the demographics of its owners.After seeing a Subaru ad portraying its station wagon as a trendy automotive option for exciting young people looking for more cargo room than a sedan and better fuel-efficiency than an SUV, Carl finds himself to be much more enthusiastic about his wife's station wagon suggestion.He purchases a Subaru, but later begins thinking that he probably should have purchased a Volvo for its reputation of greater safety.
In the CAR MINI CASE,Subaru's method for changing Carl's attitude is an example of ________?

A) changing the relative evaluation of attributes
B) changing brand beliefs
C) adding an attribute
D) changing the overall brand rating
E) changing consumers' subjective norms

Question 70

PUB MINI CASE: Sean and his friends, most of whom are Irish immigrants or have Irish parents, enjoy drinking at The Celtic Knot, a small New York pub that serves many Irish beers, is decorated with genuine Irish paraphernalia, and holds weekly traditional Irish music sessions .Like many of his friends, Sean enjoys the feeling the pub gives him of connection with his Irish heritage.The pub advertises at community centers and churches in predominantly Irish areas of the city.On its posters, underneath a photo of a group of attractive young people in a cozy corner of the pub drinking and laughing together, is the pub's slogan: "Because being Irish is about more than just St.Paddy's Day."
In the PUB MINI CASE,by targeting such a specific market,The Celtic Knot is engaging in ________.

A) attitude research
B) external attribution
C) niche marketing
D) defensive attribution
E) attitude formation

Question 71

PUB MINI CASE: Sean and his friends, most of whom are Irish immigrants or have Irish parents, enjoy drinking at The Celtic Knot, a small New York pub that serves many Irish beers, is decorated with genuine Irish paraphernalia, and holds weekly traditional Irish music sessions .Like many of his friends, Sean enjoys the feeling the pub gives him of connection with his Irish heritage.The pub advertises at community centers and churches in predominantly Irish areas of the city.On its posters, underneath a photo of a group of attractive young people in a cozy corner of the pub drinking and laughing together, is the pub's slogan: "Because being Irish is about more than just St.Paddy's Day."
In the PUB MINI CASE,by targeting people with strong attachments to their Irish heritage,The Celtic Knot is taking advantage of the ________ function of their target market's attitudes.

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

Question 72

The affective component of the tricomponent attitude model is treated by consumer researchers as capturing an individual's direct or global assessment of the attitude object.

Question 73

PUB MINI CASE: Sean and his friends, most of whom are Irish immigrants or have Irish parents, enjoy drinking at The Celtic Knot, a small New York pub that serves many Irish beers, is decorated with genuine Irish paraphernalia, and holds weekly traditional Irish music sessions .Like many of his friends, Sean enjoys the feeling the pub gives him of connection with his Irish heritage.The pub advertises at community centers and churches in predominantly Irish areas of the city.On its posters, underneath a photo of a group of attractive young people in a cozy corner of the pub drinking and laughing together, is the pub's slogan: "Because being Irish is about more than just St.Paddy's Day."
In the PUB MINI CASE,Sean feels comfortable perceiving The Celtic Knot as a genuine Irish pub because many of his friends believe the same thing.He is using ________ to affirm his attitude.

A) distinctiveness
B) consistency over modality
C) consistency over time
D) the central route to persuasion
E) consensus

Question 74

Responding positively to an intention to buy question with regard to a brand will increase the likelihood of that consumer purchasing the brand.

Question 75

COFFEE MINI CASE: Linda is a heavy coffee drinker and a friend recommends that she try Sunrise Coffee, a new coffee house in town, because it sells delicious coffee.Linda replies that she really prefers to drink her coffee in the peace and quiet of her own home.One morning, Linda is running late and doesn't have time to make herself a cup of coffee, so she stops by Sunrise and is greeted by a cheerful staff and a great-tasting coffee, all of which put Linda in a good mood. Upon arriving at work, a co-worker comments on her alert, up-beat attitude that morning.Linda replies that it must be the great weather that day, sunshine after a week of solid rain.The following morning, Linda recalls what a pleasant experience she had at Sunrise and decides to go again.
In the COFFEE MINI CASE,Linda's attitude toward Sunrise changes as a result of ________.

A) word-of-mouth
B) direct experience
C) a change in her environment
D) advertising
E) cognitive dissonance

Question 76

COFFEE MINI CASE: Linda is a heavy coffee drinker and a friend recommends that she try Sunrise Coffee, a new coffee house in town, because it sells delicious coffee.Linda replies that she really prefers to drink her coffee in the peace and quiet of her own home.One morning, Linda is running late and doesn't have time to make herself a cup of coffee, so she stops by Sunrise and is greeted by a cheerful staff and a great-tasting coffee, all of which put Linda in a good mood. Upon arriving at work, a co-worker comments on her alert, up-beat attitude that morning.Linda replies that it must be the great weather that day, sunshine after a week of solid rain.The following morning, Linda recalls what a pleasant experience she had at Sunrise and decides to go again.
In the COFFEE MINI CASE,Linda's new attitude toward,and repeat patronage of Sunrise Coffee is a function of the ________ component of the tricomponent attitude model.

A) utility component
B) affective component
C) defensive component
D) cognitive component
E) conative component

Question 77

CAR MINI CASE: Carl is looking to buy a new car because he needs more space for driving his kids to and from their after-school activities and for transporting all their gear.His wife has suggested that the family buy a station wagon, but Carl has a negative attitude toward station wagons because he feels that they are "Mom-mobiles" that consign their drivers to a life of car pools and PTA meetings.He then sees an ad for Subaru with a beautiful outdoor setting and attractive young people using a Subaru station wagon.The voice-over discusses the physical attributes of the car and the demographics of its owners.After seeing a Subaru ad portraying its station wagon as a trendy automotive option for exciting young people looking for more cargo room than a sedan and better fuel-efficiency than an SUV, Carl finds himself to be much more enthusiastic about his wife's station wagon suggestion.He purchases a Subaru, but later begins thinking that he probably should have purchased a Volvo for its reputation of greater safety.
In the CAR MINI CASE,Subaru's advertising most closely adheres to the ________.

A) elaboration likelihood model
B) trying-to-consume model
C) dual mediation model
D) attitude-toward-the-ad model
E) buyer intention model

Question 78

COFFEE MINI CASE: Linda is a heavy coffee drinker and a friend recommends that she try Sunrise Coffee, a new coffee house in town, because it sells delicious coffee.Linda replies that she really prefers to drink her coffee in the peace and quiet of her own home.One morning, Linda is running late and doesn't have time to make herself a cup of coffee, so she stops by Sunrise and is greeted by a cheerful staff and a great-tasting coffee, all of which put Linda in a good mood. Upon arriving at work, a co-worker comments on her alert, up-beat attitude that morning.Linda replies that it must be the great weather that day, sunshine after a week of solid rain.The following morning, Linda recalls what a pleasant experience she had at Sunrise and decides to go again.
In the COFFEE MINI CASE,Linda's initial resistance to the idea of trying Sunrise Coffee arises from which of the following multiattribute attitude models?

A) attitude-toward-behavior model
B) trying-to-consume model
C) attitude-toward-object model
D) attitude-toward-consumer model
E) attitude-toward-the-ad model

Question 79

Attitudes are learned from direct experience with the product,word-of-mouth information acquired from others,or exposure to mass-media advertising,the internet and various forms of direct marketing.

Question 80

Emotionally charged states can enhance or amplify positive or negative experiences and impact later recollections of such experiences and future behavior.