Chapter 8: Consumer Attitude Formation and Change Multiple Choice Questions:
1. Whenever Whenever we are asked asked whether whether we like like or dislike dislike a product, product, a service, service, a particul particular ar retailer, a specific direct marketer, or an advertising theme, we are being asked to epress our !!!!!. a. inte intent ntio ion n to bu" bu" b. attitudes c. perc percep epttions ions d. cognit nitions ons e. eperience #b$ Application, %as", p. &'() &. !!!!! is fre*uen fre*uentl" tl" undertake undertaken n to determine determine whether whether consumers consumers will will accept accept a proposed new+product, idea, to gauge wh" a firms target target audience has not reacted more favorabl" to its new promotional theme, or to learn how target consumers are likel" to react to a proposed change ch ange in the firms packaging design. a. Att Attribu ributtion b. Cognitive dissonance c. -ire -irect ct epe eperi rien ence ce d. itu ituat atio ional nal infl influe uence nce e. Atti Attitu tude de rese resear arch ch #e$ Application, %as", p. &'() '. /n a consumer consumer behavior behavior contet, contet, !!!!! !!!!! are learned learned predisposi predispositions tions to to behave in a consistentl" favorable or unfavorable wa" with respect to a given ob0ect. a. attitudes b. beliefs c. values d. feelings e. intentions #a$ Fact, %as", p. &'8) . 2ohn is conductin conducting g research research on American American attitud attitudes es to cars imported imported from from %urope, %urope, particularl" 3ol 3olkswagen, kswagen, 3o 3olvo, 4ercedes, and 54W. 6his research is said to be !!!!!. a. epe eperi rien enti tial all" l" dire direct ctiv ivee b. attitude+changing c. ob0e ob0ect ct spe speci ciffic d. att attribu ributi tion onal al e. cognitive #c$ Application, 4oderate, p. &'8)
17
7. Attitudes Attitudes might might propel propel consumers consumers toward toward a particul particular ar behavior behavior or repel repel them awa" awa" from a particular behavior, behav ior, therefore attitudes have a !!!!! !!!! ! *ualit". a. behavioral b. motivational c. threatening ning d. driving e. defensive #b$ nderstanding, Challenging, p. &'8) (. While While consumer consumer attitudes attitudes are relativel relativel" " consistent consistent with the the behavior the" the" reflect, reflect, !!!!! can result in inconsistenc" between attitudes and behavior. a. sub0 sub0ec ecti tive ve norm normss b. attitude+change strategies c. inte intern rnal al attr attrib ibut utio ion n d. situ situat atio ional nal infl influen uence cess e. nich nichee mar marke ketting #d$ nderstanding, 4oderate, p. &'9) . !!!!! refers refers to events events or circums circumstances tances,, at a particular particular point point in time, time, that influen influence ce the relationship between attitude and behavior. a. ituation b. /ntention c. /nves vestment d. Attitude e. %perience #a$ Fact, %as", p. &'9) 8. According According to the !!!!!, !!!!!, attitude attitudess consist consist of three three ma0or componen components: ts: a cognitive cognitive component, an effective component, and a conative component. a. dual dual med media iati tion on mod model el b. tricomponent attitude model c. self self+pe +perc rcep epti tion on theo theor" r" d. multi multiatt attri ribute bute attitu attitude de model model e. func functi tion onal al appr approa oach ch #b$ Fact, 4oderate, p. &1) 9. !!!!! include include the knowledg knowledgee and perceptions perceptions that that are ac*uire ac*uired d b" a combination combination of direct eperience with the attitude ob0ect and related information from varied sources. a. Aff Affecta ectattions ons b. %motions c. Cognitions d. ;b0ectives e. Conations #c$ nderstanding, %as", p. &&)
177
1<. 6he !!!!! component of the tricomponent attitude model includes a consumers emotions or feelings about a particular product or brand. a. conative b. ob0ective c. cognitive d. affective e. situational #d$ Fact, %as", p. &&) 11. !!!!! is concerned with the likelihood or tendenc" than an individual will undertake a specific action or behave in a particular wa" with regard to the attitude ob0ect. a. Cognition b. Affectation c. ituation d. =erspective e. Conation #e$ Fact, 4oderate, p. &'+&) 1&. /n marketing and consumer research, the conative component of the tricomponent attitude model is fre*uentl" treated as an epression of the consumers !!!!!. a. attitude b. level of familiarit" c. intention to bu" d. attitude toward the ob0ect e. ego+defensive function #c$ Application, Challenging, p. &) 1'. !!!!! asses the likelihood of a consumer purchasing a product or behaving in a certain wa". a. Cognitive dissonance theor" b. 5u"er intention scales c. Attitude+change strategies d. %motionall" charged states e. elf+perception theor" #b$ Fact, %as", p. &) 1. !!!!! portra" consumers attitudes with regard to an attitude ob0ect as a function of consumers perceptions and assessment of the ke" attributes or beliefs of that ob0ect. a. 4ultiattribute attitude models b. Functional models c. -ual mediation models d. Cognitive dissonance theories e. 6ricomponent attitude models #a$ Fact, Challenging, p. &)
17(
17. Attitude+toward+ob0ect, attitude+toward+behavior, and theor"+of+reasoned+action models are eamples of !!!!!. a. tricomponent attitude models b. bu"er intention scales c. attitude+change strategies d. self+perception theories e. multiattribute attitude models #e$ Fact, %as", p. &) 1(. According to the attitude+toward +ob0ect model, the consumers 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 consumers intention to behave in a certain wa" e. consumers sub0ective norms #c$ Fact, 4oderate, p. &) 1. 4icrosoft wants to measure public attitudes toward the default media+pla"ing software included in its Windows operating s"stem. Which of the following t"pes of multiattribute attitude models would be most appropriate for 4icrosoft to use> a. theor"+of+reasoned+action model b. tr"ing+to+consume model c. attitude+toward+ob0ect model d. attitude+toward+behavior model e. attitude+toward+the+ad model #c$ Application, Challenging, p. &) 18. 2ake feels that shopping in thrift shops shows a lack of class and sophistication. 6his attitude would be captured b" which of the following multiattribute attitude models> a. theor"+of+reasoned+action model b. tr"ing+to+consume model c. attitude+toward+ob0ect model d. attitude+toward+behavior model e. attitude+toward+the+ad model #d$ Application, Challenging, p. &7) 19. According to the !!!!!, to understand consumers intentions we also need to measure the sub0ective norms that influence an individuals intention to act. a. theor"+of+reasoned+action model b. tr"ing+to+consume model c. attitude+toward+ob0ect model d. attitude+toward+behavior model e. attitude+toward+the+ad model #a$ Fact, 4oderate, p. &()
17
&<. !!!!! involve both the beliefs that the consumer attributes to relevant others, such as friends and parents, and the consumers motivation to compl" with the beliefs held b" those relevant others. a. ?iche markets b. ub0ective norms c. -irect eperiences d. %ternal attributions e. Foot+in+the+door techni*ues #b$ nderstanding, 4oderate, p. &() &1. 6he !!!!! is designed to account for cases in which the action or outcome is desired but not certain, and reflects the consumers attempts to consume, whether or not the" are successful. a. theor"+of+reasoned+action model b. tr"ing+to+consume model c. attitude+toward+ob0ect model d. attitude+toward+behavior model e. attitude+toward+the+ad model #b$ Fact, %as", p. &(+&) &&. /n the theor" of tr"ing to consume, the consumers attempts to consume ma" be a result of !!!!! or !!!!! impediments that prevent the desired action or outcome. a. personal$ social b. personal$ environmental c. social$ environmental d. ph"sical$ economic e. economic$ environmental #b$ Fact, Challenging, p. &) &'. According to the attitude toward the ad, the consumer forms various feelings and 0udgments as a result of eposure to an ad. /f the consumer likes the ad, !!!!!. a. he is more likel" to bu" the product b. he is less likel" to bu" the product c. he is less likel" 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 likel" to attribute satisfaction with the product internall" #a$ nderstanding, 4oderate, p. &) &. 6he primar" means b" which attitudes toward goods and services are formed is through !!!!!. a. vicarious learning b. environment c. direct eperience d. genetic predisposition e. self defense #c$ Fact, %as", p. &71)
178
&7. 4arketers that offer coupons and free samples of new products to entice consumers to tr" them understand the importance of !!!!! in attitude formation. a. sub0ective norms b. indirect eperience c. ego defense d. attribution e. direct eperience #e$ Application, 4oderate, p. &71) &(. ?iche marketing is also sometimes called !!!!!. a. attitude research b. attribution c. value epression d. micromarketing e. dual mediation #d$ Fact, %as", p. &71) &. -irect marketing efforts have an ecellent chance of favorabl" influencing target consumers attitudes because !!!!!. a. direct marketing is favorabl" looked upon b. the mass scale of direct marketing makes it a dominant pla"er c. the products and services offered are highl" targeted to the individuals needs and concerns d. /nternet advertising is too cluttered e. direct marketing is more likel" to result in eternal attribution of positive eperiences with the product to the product itself #c$ nderstanding, 4oderate, p. &71) &8. Attitudes that develop through !!!!! tend to be more confidentl" held, more enduring, and more resistant to attack than those developed via !!!!!. a. direct eperience$ indirect eperience b. internal attribution$ eternal attribution c. utilitarian function$ knowledge function d. cognition$ emotions e. direct marketing$ niche marketing #a$ nderstanding, 4oderate, p. &71) &9. Consumers who have a high need for cognition are likel" to !!!!!. a. form positive attitudes in response to ads that feature an attractive model or a celebrit" 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 #b$ nderstanding, 4oderate, p. &7&)
179
'<. Which of the following t"pes of companies is most likel" to go after an attitude change market strateg"> a. the industr" leader b. ma0or competitor of the leader c. small start+up business d. a large firm in a small industr" e. a compan" with significant consumer goodwill #b$ Application, Challenging, p. &7') '1. 5en has a positive attitude toward ?ova @iking ear because a pair of ?ova hiking boots he owns have proven to be ver" durable and to provide good support during long hikes. 5en has formed this attitude based on the boots !!!!!. a. ego+defensive function b. utilitarian function c. value+epressive function d. knowledge function e. intention function #b$ Application, 4oderate, p. &7') '&. With its slogan B5ecause self+confidence is priceless, /ron 5and -eodorant is tr"ing attract customers b" emphasiDing the brands !!!!!. a. ego+defensive function b. utilitarian function c. value+epressive function d. knowledge function e. intention function #a$ Application, 4oderate, p. &7') ''. ;ne of the strategies for changing consumer attitudes is changing the basic motivational function using four different functions. Ads for cosmetics and personal care products acknowledge the fact that people want to protect their self+images from inner feelings of doubt. 6his is consistent with which basic motivational functions> a. ego+defensive b. knowledge c. utilitarian d. value+epressive e. intention #a$ Application, 4oderate, p. &7')
1(<
'. 4arketers that attempt to satisf" consumers need to know and emphasiDing the advantages of their products over competitive brands are rel"ing on the !!!!! in their advertising to improve consumers attitudes toward their brand. a. ego+defensive function b. utilitarian function c. value+epressive function d. knowledge function e. intention function #d$ nderstanding, 4oderate, p. &77) '7. ;ne of the strategies for changing consumer attitudes is changing the basic motivational function using four different functions. An eample of the !!!!! function is for Crest to point out how its new toothbrush is superior to all other toothbrushes in controlling gum disease b" removing more pla*ue. a. ego+defensive b. knowledge c. utilitarian d. value+epressive e. intention #b$ Application, 4oderate, p. &77) '(. 5en E 2err"s is well recogniDed for giving .7 percent of its preta profits to a variet" of causes and giving small grants to communit" groups in 3ermont. 6he" are tr"ing to change consumer attitudes through !!!!!. a. resolving two conflicting attitudes 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 consumer attribution patterns #b$ Application, %as", p. &7() '. /f 6om is looking to lose weight b" cutting carboh"drates out of his diet, particularl" from regular sodas, but has a negative attitude towards diet sodas and does not drink them because he believes the" do not taste like regular, what strateg" can a compan" use to ensure 6om that their diet tastes 0ust 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 sub0ective norms #a$ Application, 4oderate, p. &79)
1(1
'8. When marketers tr" to persuade regular tea drinkers to Bcross over to becoming herbal tea drinkers, the compan" must utiliDe a strateg" 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. e. alleviates consumers cognitive dissonance #a$ Application, 4oderate, p. &79) '9. When @= challenges the notion that computers do not have to be difficult to use b" stating that their product Bis as simple as duh, it is altering a component of the multiattribute model to change attitudes$ which strateg" 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 sub0ective norms #b$ Application, 4oderate, p. &79) <. /f oplait decides to point out that their "ogurt has more potassium than a banana, which strateg" of attitude change are the" 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 sub0ective norms #c$ Application, 4oderate, p. &(1) 1. B6he largest selling brand and Bthe one all others tr" to imitate are claims used b" companies tr"ing to change attitudes b" using the following strateg": a. changing the relative evaluation of attributes b. changing brand beliefs c. adding an attribute d. changing the overall brand rating e. changing consumers sub0ective norms #d$ Application, 4oderate, p. &(&+&(') &. When Advil makes a dramatic assertion that it has product superiorit" over 6"lenol b" claiming it lasts longer and is gentler, it is using the following attitude change strateg": 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 sub0ective norms #c$ Application, 4oderate, p. &(')
1(&
'. 6he %laboration Gikelihood 4odel proposes that consumers attitudes are changed b" two distinctl" different routes to persuasion: !!!!!! routes and !!!!!! routes. a. central$ logical b. main$ secondar" c. central$ peripheral d. rational$ emotional e. direct$ indirect #c$ Fact, 4oderate, p. &(') . When consumers are willing to eert the effort to comprehend, learn, or evaluate the available information about the attitude ob0ect, learning and attitude change occur via the !!!!!.. a. central route b. celebrit" endorsement c. peripheral route d. functional approach e. dual mediation model #a$ Fact, 4oderate, p. &(') 7. 6he !!!!! acknowledges the possibilit" that the central rout to persuasion can be influenced b" a peripheral cue. a. multiattribute attitude model b. tricomponent attitude model c. tr"ing+to+consume model d. functional approach e. dual mediation model #e$ Fact, Challenging, p. &(') (. According to !!!!!, discomfort occurs when a consumer holds conflicting thoughts about a belief or an attitude ob0ect. a. attitude+change strategies b. cognitive dissonance theor" c. attribution theor" d. self+perception theor" e. attitude research #b$ Fact, 4oderate, p. &()
1('
. 4atthew recentl" purchased a new laptop for H1,7<<. @e subse*uentl" saw an advertisement for what appeared to be a similar model being sold for onl" H1,'7<. /n order to resolve his !!!!!, 4att decided that the cheaper model must not have as man" attractive features as the model he purchased. a. indirect eperience b. attitude formation c. sub0ective norm d. postpurchase dissonance e. situational influence #d$ Application, 4oderate, p. &() 8. /n order to reduce !!!!!, consumers can rationaliDe their purchase decision as being wise, seek out advertisements that support their choice, tr" to Bsell friends on the positive features of the brand, or look to known satisfied owners for reassurance. a. postpurchase dissonance b. emotionall" charged states c. defensive attribution d. sub0ective norms e. attitude formation #a$ Fact, Challenging, p. &() 9. !!!!! attempts to eplain how people assign blame or credit to events on the basis of either their own behavior or the behavior of others. a. elf+perception theor" b. Cognitive dissonance theor" c. Attribution theor" d. 5u"er intention theor" e. Attitude theor" #c$ Fact, %as", p. &() 7<. !!!!! suggests that attitudes develop as consumers look at and make 0udgments about their own behavior. a. elf+perception theor" b. Cognitive dissonance theor" c. Attribution theor" d. 5u"er intention theor" e. Attitude theor" #a$ Fact, 4oderate, p. &(7)
1(
71. /f a student observes that she routinel" purchases the -es 4oines Iegister on her wa" to class, she is apt to conclude that she like the -es 4oines Iegister. 6his is an eample of how the !!!!! helps make inferences about ones behavior. a. %laboration Gikelihood 4odel b. attribution theor" c. self+perception theor" d. defensive attributions theor" e. formation theor" #c$ Application, Challenging, p. &(7) 7&. When a consumers give themselves credit for the outcome of a behavior, the" are engaging in !!!!!. a. sub0ective attribution b. internal attribution c. ob0ective attribution d. defensive attribution e. eternal attribution #b$ Fact, %as", p. &(7) 7'. According to the principle of !!!!!, consumers are likel" to accept credit personall" for success and to attribute failure to others or to outside events. a. sub0ective attribution b. internal attribution c. ob0ective attribution d. defensive attribution e. eternal attribution #d$ Fact, %as", p. &(7) 7. omeone who donates H1< to Amnest" /nternational might be persuaded to donate a much larger amount when properl" approached because that person ma" decide that he ors she is the kind of person who makes such charitable donations. 6his demonstrates the basic premise of the !!!!!. a. door+in+the+face techni*ue b. consensus techni*ue c. foot+in+the+door techni*ue d. attribution techni*ue e. dual mediation techni*ue #c$ Application, Challenging, p. &(()
1(7
77. ;ne of the criterions used b" consumers to confirm their initial attributions about ob0ects is !!!!!, which means that the reaction #the prior inference) is perceived in the same wa" b" other consumers. a. distinctiveness b. consistenc" over time c. consistenc" over modalit" d. consensus e. self+defense #d$ nderstanding, Challenging, p. &() Multiple Choice Mini Cases:
CAR MINI CASE: Carl is looking to buy a new car because he needs more space for driing his kids to and from their after!school actiities and for transporting all their gear" #is wife has suggested that the family buy a station wagon$ but Carl has a negatie attitude toward driing station wagons because he feels that they are %Mom!mobiles& that consign their driers to a life of carpools and '(A meetings" #e then sees an ad for Subaru with a beautiful outdoor setting and attractie young people using a Subaru station wagon" (he oice!oer 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 automotie option for e)citing young people looking for more cargo room than a sedan and better fuel!efficiency than an S*+$ Carl finds himself to be much more enthusiastic about his wife,s station wagon suggestion" #e purchases a Subaru$ but later begins thinking that he probably should hae purchased a +olo for its reputation of greater safety"
7(. /n the CAI 4/?/ CA%, Carls initial attitude toward station wagons is best described wh" which of the following multiattribute attitude models> a. attitude+toward+behavior model b. tr"ing+to+consume model c. theor"+of+reasoned+action model d. attitude+toward+ob0ect model e. attitude+toward+ad model #a$ Application, Challenging, p. &7) 7. /n the CAI 4/?/ CA%, ubarus method for changing Carls attitude constitutes !!!!!> a. changing the relative evaluation of attributes b. changing brand beliefs c. adding an attribute d. changing the overall brand rating e. changing consumers sub0ective norms #b$ Application, Challenging, p. &79)
1((
78. /n the CAI 4/?/ CA%, ubarus advertising most closel" adheres to the !!!!!. a. elaboration likelihood model b. tr"ing+to+consume model c. dual mediation model d. attitude+toward+the+ad model e. bu"er intention model #c$ Application, Challenging, p. &(') 79. /n the CAI 4/?/ CA%, Carls reconsideration of brand choice after he bu"s a ubaru constitutes !!!!!. a. bu"ing intention b. niche marketing c. indirect eperience d. defensive attribution e. postpurchase dissonance #e$ Application, 4oderate, p. &() C-..EE MINI CASE: /inda is a heay coffee drinker and a friend recommends that she try the delicious coffee at Sunrise Coffee$ a new coffee house in town" /inda replies that she really prefers to drink her coffee in the peace and 0uiet of her own home" -ne morning$ /inda is running late and doesn,t hae 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 /inda in a good mood" *pon arriing at work$ a co!worker comments on her alert$ up!beat attitude that morning" /inda replies that it must be the great weather that day$ sunshine after a week of solid rain" (he following morning$ /inda recalls what a pleasant e)perience she had at Sunshine and decides to go again"
(<. /n the C;FF%% 4/?/ CA%, Gindas friend has a positive attitude toward unrise coffee as a result of which of the following multiattribute attitude models> a. attitude+toward+behavior model b. tr"ing+to+consume model c. attitude+toward+ob0ect model d. attitude+toward+consumer model e. attitude+toward+the+ad model #c$ Application, Challenging, p. &) (1. /n the C;FF%% 4/?/ CA%, Gindas initial resistance to the idea of tr"ing unrise Coffee arises from which of the following multiattribute attitude models> a. attitude+toward+behavior model b. tr"ing+to+consume model c. attitude+toward+ob0ect model d. attitude+toward+consumer model e. attitude+toward+the+ad model #a$ Application, Challenging, p. &7)
1(
(&. /n the C;FF%% 4/?/ CA%, Ginda attributes her upbeat attitude and alertness to the change in the weather. 6his is an eample of !!!!!. a. internal attribution b. utilitarian attribution c. conative attribution d. eternal attribution e. defensive attribution #d$ Application, 4oderate, p. &(7) ('. /n the C;FF%% 4/?/ CA%, Gindas new attitude toward, and repeat patronage of unshine Coffee is a function of the !!!!! component of the tricomponent attitude model. a. utilit" component b. affective component c. defensive component d. cognitive component e. conative component #b$ Application, Challenging, p. &&)
'*1 MINI CASE: Sean and his friends$ most of whom are Irish immigrants or hae Irish parents$ en2oy drinking at (he Celtic 3not$ a small New 4ork pub that seres many Irish beers$ is decorated with genuine Irish paraphernalia$ and holds weekly tradition Irish music sessions " /ike many of his friends$ Sean en2oys the feeling the shop gies him of connection with his Irish heritage" (he pub adertises at community centers and churches in predominantly Irish areas of the city" -n its posters$ underneath a photo of a group of attractie young people in a co5y corner of the pub drinking and laughing together$ is the pub,s slogan: %1ecause being Irish is about more than 2ust St" 'addy,s 6ay"&
(. /n the =5 4/?/ CA%, Gances positive attitude toward Celtic Jnot is reinforced b" its !!!!!. a. consensus among his friends b. consistenc" over modalit" c. distinctiveness d. consistenc" over time e. consistenc" of intention #a$ Application, Challenging, p. &() (7. /n the =5 4/?/ CA%, b" targeting such a specific market, 6he Celtic Jnot is engaging in !!!!!. a. attitude research b. eternal attribution c. niche marketing d. defensive attribution e. attitude formation #c$ Application, Challenging, p. &71)
1(8
((. /n the =5 4/?/ CA%, b" targeting people with strong attachments to their /rish heritage, 6he Celtic Jnot is taking advantage of the !!!!! function of their target markets attitudes. a. utilitarian b. value+epressive c. knowledge d. attribution e. ego+defensive #b$ Application, Challenging, p. &7') (. /n the =5 4/?/ CA%, 6he Celtic Jnots advertising posters tr" to generate attitudes toward the pub based on !!!!!. a. the peripheral route to persuasion b. post purchase dissonance c. defensive attribution d. direct eperience e. the central route to persuasion #e$ Application, Challenging, p. &(') True/False Questions:
(8. /n addition to being inferable from what people sa" or what the" do, attitudes are also directl" observable. #False$ nderstanding, 4oderate, p. &'8) (9. Attitudes are learned from direct eperience with the product, word+of+mouth information ac*uired from others, or eposure to mass+media advertising, the internet and various forms of direct marketing. #6rue$ Fact, %as", p. &'8) <. Attitudes are relativel" consistent with the behavior the" reflect and are permanent. #False$ nderstanding, 4oderate, p. &'8) 1. Attitudes are s"non"mous with behavior. #False$ nderstanding, Challenging, p. &'8) &. 6he affective component of the tricomponent attitude model is treated b" consumer researchers as capturing an individuals direct or global assessment of the attitude ob0ect. #6rue$ nderstanding, Challenging, p. &&) '. %motionall" charged states can enhance or amplif" positive or negative eperiences and impact later recollections of such eperiences and future behavior. #6rue$ nderstanding, 4oderate, p. &&)
1(9
. /n marketing and consumer research, the conative component of the tricomponent attitude model is fre*uentl" treated as an epression of the consumers intention to bu". #6rue$ Fact, 4oderate, p. &'+&) 7. Iesponding positivel" to an intention to bu" *uestion with regard to a brand will increase the likelihood of that consumer purchasing the brand. #False$ nderstanding, Challenging, p. &) (. Consumers generall" have favorable attitudes toward those brands that the" believe have an ade*uate level of attributes that the" evaluate as positive, and the" have unfavorable attitudes toward those brands the" feel do not have an ade*uate level of desired attributes or have too man" negative or undesired attributes. #6rue$ nderstanding, 4oderate, p. &) . 6he appeal of the attitude+toward+behavior model is that it allows researchers to understand consumers sub0ective norms and the factors that form them. #False$ nderstanding, Challenging, p. &7) 8. Consumers attitudes toward a particular brands advertising are independent of their beliefs about the brand and do not influence their attitudes toward the brand itself. #False$ nderstanding, Challenging, p. &) 9. /f consumers like the ad the" see, the" are more likel" to bu" the product. #6rue$ Fact, %as", p. &8) 8<. 6he purchase and consumption of a product are necessar" for the formation of attitudes. #False$ nderstanding, %as", p. &9) 81. /n general, the more information consumers have about a product or service, the more likel" the" are to form attitudes about it, either positive or negative. #6rue$ Fact, %as", p. &9) 8&. 6he formation of attitudes is most strongl" influenced b" famil". #False$ Fact, 4oderate, p. &9) 8'. -irect+marketing efforts have an ecellent chance of favorabl" influencing target consumers attitudes because the products and services offered and the promotional messages conve"ed are ver" carefull" designed to address the individual segments needs and concerns. #6rue$ nderstanding, 4oderate, p. &71) 8. %motional appeals most effectivel" influence attitude formation in consumers who have product eperience. #False$ nderstanding, %as", p. &71)
1<
87. For market leaders that en0o" a significant amount of consumer goodwill and lo"alt", the overriding marketing goal is to fortif" the eisting positive attitudes of consumers so that the" will not succumb to competitors special offers and other inducements designed to with them over. #6rue$ nderstanding, 4oderate, p. &7') 8(. 6he knowledge function of the functional approach to attitude change relies on the fact that most people want to protect their self+images from inner feelings of doubt. #False$ nderstanding, 4oderate, p. &77) 8. Attitudes are an epression or reflection of the consumers general values, lifest"le, and outlook. #6rue$ Fact, %as", p. &7') 88. Attitudes toward companies can be altered b" communicating the civic and public acts that the companies sponsor and letting the public know about the good the" are tr"ing to do, but attitudes toward the compan"s products can onl" be altered through the products themselves. #False$ nderstanding, Challenging, p. &7) 89. Consumers fre*uentl" resist evidence that challenges a strongl" held attitude or belief and tend to interpret an" ambiguous information in wa"s that reinforce their preeisting attitudes. #6rue$ nderstanding, 4oderate, p. &(<) 9<. 4arketers can help consumers relieve their dissonance b" including messages in their advertising specificall" aimed at reinforcing consumers decisions b" complimenting their wisdom, offering stronger guarantees or warranties, increasing the number and effectiveness of its services, or providing detailed brochures on how to use its products correctl". #6rue$ Application, Challenging, p. &() 91. 2ill was recentl" complemented on her piano pla"ing skills. he attributed her skill to the *ualit" and skill of her instructor. 6his is an eample of defensive attribution. #False$ Application, 4oderate, p. &(7) 9&. /ndividuals who tr" a brand without an" inducements or individuals who bu" a brand repeatedl" are more likel" to consider that the" bu" the brand because the" like it, rather than because it was free or on sale. #6rue$ nderstanding, 4oderate, p. &(() 9'. When cognitive dissonance occurs after the purchase it is called postpurchase dissonance. #6rue$ Fact, %as", p. &()
11
9. /f new product users internaliDe positive eperiences with the product, it is more likel" that the" ill repeat the behavior and become a satisfied regular user. #6rue$ nderstanding, 4oderate, p. &(7) 97. 5ob used =ower=oint to give a presentation to his Consumer 5ehavior class. 6he professor was particularl" impressed with the clarit" of 5obs viewgraphs. 5ob attributes his success with the presentation to his skill at using =ower=oint. 6his is an eample of eternal attribution. #False$ Application, 4oderate, p. &(7) 9(. 5ased on the criterion of distinctiveness, the consumer t"picall" attributes an actin to a particular product or person if the action occurs when the product or person is present and does not occur in its absence. #6rue$ Fact, 4oderate, p. &() 9. ;ne of the criterion used to confirm #or disconfirm) prior attitudes is b" testing whether the attitude is consistent over time. #6rue$ Fact, %as", p. &() Essay Questions:
98. -iscuss the three components of the tricomponent attitude model. Answer: 6he first component of the model is the cognitive componentKthe knowledge and perceptions that are ac*uired through direct eperience with the attitude ob0ect. 6his knowledge takes the form of beliefs about the attitude ob0ect. 6he second component, the affective component, is the consumers emotions or feelings about a product or brand. 6hese emotions capture the consumers global assessment of the attitude ob0ect. 6he third component is the conative component. /t is concerned with the likelihood or tendenc" that an individual will undertake a specific action or behave in a particular wa" with regard to the attitude ob0ect. #Fact, Challenging, p. &1+&)
1&
99. ;ne of the multiattribute models is the attitude+toward+behavior model. %plain the model and give an eample. Answer: 6his model tells about the individuals attitude toward behaving or acting with respect to an ob0ect rather than the attitude toward the ob0ect itself. For eample, 6oms attitude about the act of purchasing a 54W reveals more about the potential act of purchasing than does simpl" knowing his attitude toward 54Ws. 6om ma" have a positive attitude toward 54Ws but a negative attitude toward the act of purchasing one. #nderstanding, 4oderate, p. &7) 1<<. What is the theor" of tr"ing to consume> ive an eample from "our own eperience. Answer: 6he theor" of tr"ing to consume is designed to account for the man" cases in which the action or the outcome is not certain but instead reflects the consumers attempts to consume. @ere the student can give an eample of how a personal or environmental impediment deterred her from the act of consumption. #Application, %as", p. &(+&)
1<1. 6o help marketers understand the impact of advertising on consumer attitudes, the" use a certain model to help measure attitudes. 6alk about this model. Answer: 6he model used to measure consumer attitudes towards ads is the attitude toward the ad model. Consumers form various feelings and 0udgments as the result of an eposure to an ad. 6hese feelings and 0udgments turn into beliefs about the brand that influences attitudes toward the brand. #Application, 4oderate, p. &+&8)
1'
1<&. What are the four main influencers of attitudes> Answer: 6he primar" influencer of consumer attitudes is the consumers direct eperience while tr"ing and evaluating products. Another ma0or influencer is famil" and friends and admired individuals. 6he famil" provides us with our basic values and beliefs that we refer to as adults. 6he third influencer is highl" focused direct marketing. 6hese programs target smaller consumer niches with carefull" personaliDed offerings and messages that understand their specific needs and desires. 6he final influence on consumer attitudes is mass media. 63, magaDines, newspapers and radio epose people to new ideas, products and opinions which provide an important source of information that influences consumer attitudes. #Fact, Challenging, p. &71) 1<'. -ifferentiate between the marketing ob0ectives of market leaders versus those of competitors and identif" five strategies that competitors can pursue to accomplish their ob0ective. Answer: For marketers who are fortunate enough to be market leaders and to en0o" a significant amount of customer goodwill and lo"alt", the overriding goal is to fortif" the eisting positive attitudes of customers so that the" will not succumb to competitors special offers and other inducements designed to win them over. 4ost competitors take aim at the market leaders when developing their marketing strategies. 6heir ob0ective is to change the attitudes of the market leaders customers and win them over. Among the attitude+change strategies that are available to them are: a. changing the consumers basic motivational function b. associating the product with an admired group or event c. resolving two conflicting attitudes d. altering components of the multiattribute model e. changing consumer beliefs about competitors brands #nderstanding, Challenging, p. &7')
1
1<. @ow can marketers utiliDe the knowledge function to influence the basic motivational function> Answer: /ndividuals have a strong need to know and understand the people and things the" encounter. 6he consumers need to know is a cognitive need, so marketers need to focus on how the" position the product in an attempt to satisf" that need to know and improve the consumers attitude toward the brand. 4arketers need to point out how their product is superior to other products and point out the attributes in comparison with other brands. #Application, 4oderate, p. &7+&77) 1<7. @ow is it possible for marketers to persuade regular cola drinkers to become diet cola drinkers> Answer: 4arketers can tr" to change the relative evaluation of attributes. When a product categor" is divided according to distinct product features or benefits, in this case, taste and calorie differences, marketers should take the opportunit" to persuade consumers to cross over, or prefer the one version of the product, the diet cola, over the other version b" bringing out the new features and benefits of that product choice. #Application, Challenging, p. &79) 1<(. What is cognitive dissonance and when does it happen> Answer: Cognitive dissonance is discomfort that occurs when a consumer holds conflicting thoughts about a belief or an attitude ob0ect. suall" consumers make purchase decisions and then feel that other brands could have satisfied their needs better. Cognitive dissonance can happen before or after the purchase. When it happens after the purchase takes place, it is known as postpurchase dissonance. #Fact. 4oderate, p. &()
17
1<. What is the foot in the door techni*ue> ive an eample. Answer: 6heorists believe that the foot in the door techni*ue occurs in situations in which consumer compliance with a minor re*uest affects subse*uent compliance with a more substantial re*uest. 6his strateg" is based on the premise that individuals look at their prior behavior and conclude that the" are the kind of person who sa"s "es to such re*uests. An eample would be someone who donates five dollars to cancer research might be persuaded to donate a much larger amount when properl" approached. #Fact, 4oderate, p. &(()
1(
