Question 1

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

Accepted Answer

A)   cognitive-affect model.
B)   experiential model.
C)   independence hypothesis.
D)   imbalanced-attribute hypothesis.

Question 2

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

Accepted Answer

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

Question 3

Explain and illustrate the concept of post-purchase dissonance with an example.

Accepted Answer

Examples may vary.
Dissonance theory can...

Question 4

Which of the following attitude functions is highly relevant to lifestyle analyses?

Accepted Answer

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

Question 5

The City of Toronto creates a series of radio spots that communicate the social expectation that city residents should compost their organic household waste. This is an example of using a(n) ________ to influence attitudes and behaviour.

Accepted Answer

A)   consistency motive
B)   affiliation goal
C)   injunctive norm
D)   implicit expectation

Question 6

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

Accepted Answer

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

Question 7

The attention-catching ad for the newly launched healthy cereal from a well-respected food company is repeated numerous times on Ron's favourite sports program. Ron's Aₐd should be positive.

Accepted Answer

A) True 
 B)False

Question 8

List some of the types of feelings that can be generated in commercials.

Accepted Answer

Specific types of feelings that can be g...

Question 9

Explain how balance theory works.

Accepted Answer

Balance theory considers relations among...

Question 10

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

Accepted Answer

A)   anxiety
B)   utilitarian
C)   knowledge
D)   ego-defensive

Question 11

A marketing message is a special type of an attitude object.

Accepted Answer

A) True 
 B)False  True

Question 12

Several of the following cultural roadblocks diminish the universality of the theory of reasoned action. Which of the following statements depicts one of those roadblocks?

Accepted Answer

A)   The model was developed to deal with actual behaviour, not with the outcomes of behaviour.
B)   The model was developed to predict the performance of any involuntary act.
C)   The relative impact of subjective norms may vary across cultures.
D)   The model measures behaviour and thus presupposed that consumers are actively monitoring past behaviours at time of purchase.

Question 13

Describe the ABC model of attitudes.

Accepted Answer

An attitude has three components: affect...

Question 14

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

Accepted Answer

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

Question 15

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

Accepted Answer

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

Question 16

How strongly or weakly a consumer is committed to a specific attitude relates to the level of involvement she has with the attitude object. Describe the strength of commitment involved in each of the levels.

Accepted Answer

Compliance: At the lowest level of involvement is compliance,an attitude formed because it helps in gaining rewards or avoiding punishment from others. This attitude is very superficial. It is likely to change when the person's behaviour is no longer monitored by others or when another option becomes available.
Identification: A process of identification occurs when attitudes are formed to be similar to another person or group. Advertising that depicts the social consequences of choosing some products over others is relying on the tendency of consumers to imitate the behaviour of desirable models.
Internalization: At a high level of involvement,deep-seated attitudes are internalized and become part of the person's value system. These attitudes are very hard to change.

Question 17

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

Accepted Answer

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

Question 18

Describe what Katz means by the term "ego-defensive function."

Accepted Answer

The functional theory of attitudes was i...

Question 19

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

Accepted Answer

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

Question 20

When the marketer communicates information about what people commonly do,a ________ is being communicated.

Accepted Answer

A)   descriptive norm
B)   affiliation goal
C)   injunctive norm
D)   implicit expectation

Exam 7: Attitudes

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

Correct Answer
verified

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

Correct Answer
verified

Explain and illustrate the concept of post-purchase dissonance with an example.

Correct Answer
verified
Examples may vary.
Dissonance theory can...
View Answer

Which of the following attitude functions is highly relevant to lifestyle analyses?

Correct Answer
verified

The City of Toronto creates a series of radio spots that communicate the social expectation that city residents should compost their organic household waste. This is an example of using a(n) ________ to influence attitudes and behaviour.

Correct Answer
verified

Correct Answer
verified
A

The attention-catching ad for the newly launched healthy cereal from a well-respected food company is repeated numerous times on Ron's favourite sports program. Ron's Aₐd should be positive.

Correct Answer
verified

List some of the types of feelings that can be generated in commercials.

Correct Answer
verified
Specific types of feelings that can be g...
View Answer

Explain how balance theory works.

Correct Answer
verified
Balance theory considers relations among...
View Answer

Correct Answer
verified

A marketing message is a special type of an attitude object.

Correct Answer
verified
True

Several of the following cultural roadblocks diminish the universality of the theory of reasoned action. Which of the following statements depicts one of those roadblocks?

Correct Answer
verified

Describe the ABC model of attitudes.

Correct Answer
verified
An attitude has three components: affect...
View Answer

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

Correct Answer
verified

Correct Answer
verified

How strongly or weakly a consumer is committed to a specific attitude relates to the level of involvement she has with the attitude object. Describe the strength of commitment involved in each of the levels.

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

Correct Answer
verified

Describe what Katz means by the term "ego-defensive function."

Correct Answer
verified
The functional theory of attitudes was i...
View Answer

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

Correct Answer
verified

When the marketer communicates information about what people commonly do,a ________ is being communicated.

Correct Answer
verified

Exam 7: Attitudes

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Explain and illustrate the concept of post-purchase dissonance with an example.

Correct AnswerverifiedExamples may vary.Dissonance theory can...View AnswerShow Answer

Which of the following attitude functions is highly relevant to lifestyle analyses?

Correct AnswerverifiedShow Answer

The City of Toronto creates a series of radio spots that communicate the social expectation that city residents should compost their organic household waste. This is an example of using a(n) ________ to influence attitudes and behaviour.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedA

The attention-catching ad for the newly launched healthy cereal from a well-respected food company is repeated numerous times on Ron's favourite sports program. Ron's Aₐd should be positive.

Correct AnswerverifiedShow Answer

List some of the types of feelings that can be generated in commercials.

Correct AnswerverifiedSpecific types of feelings that can be g...View AnswerShow Answer

Explain how balance theory works.

Correct AnswerverifiedBalance theory considers relations among...View AnswerShow Answer

Correct AnswerverifiedShow Answer

A marketing message is a special type of an attitude object.

Correct AnswerverifiedTrue

Several of the following cultural roadblocks diminish the universality of the theory of reasoned action. Which of the following statements depicts one of those roadblocks?

Correct AnswerverifiedShow Answer

Describe the ABC model of attitudes.

Correct AnswerverifiedAn attitude has three components: affect...View AnswerShow Answer

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

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

How strongly or weakly a consumer is committed to a specific attitude relates to the level of involvement she has with the attitude object. Describe the strength of commitment involved in each of the levels.

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

Correct AnswerverifiedShow Answer

Describe what Katz means by the term "ego-defensive function."

Correct AnswerverifiedThe functional theory of attitudes was i...View AnswerShow Answer

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

Correct AnswerverifiedShow Answer

When the marketer communicates information about what people commonly do,a ________ is being communicated.

Correct AnswerverifiedShow Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
Examples may vary.
Dissonance theory can...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
A

Correct Answer
verified

Correct Answer
verified
Specific types of feelings that can be g...
View Answer

Correct Answer
verified
Balance theory considers relations among...
View Answer

Correct Answer
verified

Correct Answer
verified
True

Correct Answer
verified

Correct Answer
verified
An attitude has three components: affect...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
The functional theory of attitudes was i...
View Answer

Correct Answer
verified

Correct Answer
verified