schiffman08-tif-中山大学吴柏林教授-“广告心理学(清华大学出版社2010)”绝密资料

Chapter8:ConsumerAttitudeFormationandChange

MultipleChoiceQuestions:

WhenweareaskedwhetherwelikeordislikeaparticularadvertisementforaSonyDVDplayer,wearebeingaskedtoexpressour_____towardthatproduct.

opinion

perception

attitude

conclusion

(c;Difficulty1,p.251)

Thereseemstobeatrendtodaywherethingsthatareallnaturalaregood,andsyntheticisbad.Thisisanexampleofageneral_____.

opinion

perception

attitude

conclusion

(c;Difficulty2,p.251)

Howdoconsumerresearchersassessattitudes?

byaskingquestions

makinginferencesfrombehavior

bymonitoringwordofmouthcommunication

alloftheabove

(d;Difficulty1,p.252)

A/An_____isalearnedpredispositiontobehaveinaconsistentlyfavorableorunfavorablewaywithrespecttoagivenobject.

belief

attitude

value

feeling

(b;Difficulty2,p.253)

Whichofthefollowingisnotacharacteristicofattitudes?

Attitudeshaveconsistency.

Attitudesarealearnedpredisposition.

Attitudesoccurwithinasituation.

Attitudesarebasedondirectexperience.

(d;Difficulty2,p.253)

Attitudesareformedasaresultofallofthefollowingexcept:

directexperience

wordofmouth

massmediaadvertising

heredity

(d;Difficulty1,p.253)

Attitudesmightpropelconsumerstowardaparticularbehaviororrepelthemawayfromaparticularbehavior,thereforeattitudeshavea_____quality.

behavioral

motivational

threatening

driving

(b;Difficulty3,p.253)

IfaconsumerexpressespositiveattitudestowardsBMWs,then:

shewillwithoutdoubtpurchaseaBMWnexttimesheisshoppingforacar.

shewillnotpurchaseaBMW.

shewillselectaBMWifthecircumstancessuither(price,availability,etc).

shewillchangeherattitudeassherealizesBMWsareoutofherpricerange.

(c;Difficulty2,p.253)

Attitudesoccurwithinandareaffectedbythe_____,theeventsorcircumstancesthatataparticularpointintimeinfluencetherelationshipbetweenattitudeandbehavior.

economy

situation

culture

behavior

(b;Difficulty2,p.254)

ThefactthatSarahthinksitisalrighttoeatlunchatTacoBell,butthatitisinappropriatetoeatdinnerthere,coincideswithwhichcharacteristicaboutattitudes?

Attitudesareconsistent.

Attitudesaresituational.

Attitudesarealearnedpredisposition.

Attitudesaffecteatingbehaviors.

(b;Difficulty2,p.254)

Whichofthefollowingisnotoneofthemodelsofattitudes?

tricomponentmodel

tryingtoconsumemodel

attitudetowardthebrandmodel

multiattributeattitudemodel

(c;Difficulty2,p.256)

Accordingtothe_____model,attitudesconsistofthreemajorcomponents:acognitivecomponent,anaffectivecomponentandaconativecomponent

tryingtoconsume

multiattribute

tricomponent

attitudetowardthead

(c;Difficulty2,p.256)

Thetricomponentmodelconsistsofthreemajorcomponents;whichisnotoneofthem?

cognitive

affective

conative

objective

(d;Difficulty2,p.256)

Onepartofthetricomponentmodelisthecognitivecomponent.Theattitudesonecarriesabouttheobjectarearesultof:

directexperienceandinformationalsources.

emotionsorfeelingsabouttheobject.

predictionsoftheconsumer’sintentiontobuy.

alloftheabove

(a;Difficulty2,p.256)

The_____componentofthetricomponentmodelmeasurestheconsumer’sfeelingsoremotionsaboutaproduct.Theycapturetheindividual’sglobalassessmentoftheattitudeobject.

cognitive

conative

affective

behavioral

(c;Difficulty2,p.257)

Emotionallychargedstatessuchashappiness,sadnessorangermayenhanceoramplifypositiveornegativeexperiences.Laterrecollectionsofsuchexperiencesmayimpactwhatcomestomindandhowtheindividualreacts.Thisisacharacteristicofthe_____componentofthetricomponentmodel.

cognitive

conative

affective

behavioral

(c;Difficulty3,p.257)

_____,acomponentofthetricomponentattitudemodel,isconcernedwiththelikelihoodortendencythatanindividualwillundertakeaspecificactionorbehaveinaparticularwaywithregardtotheattitudeobject.

Cognition

Conation

Affection

Positivism

(b;Difficulty2,p.258)

Inmarketingandconsumerresearch,theconativecomponentofthetricomponentattitudemodelisfrequentlytreatedasanexpressionoftheconsumer’s_____.

attitude

leveloffamiliarity

intentiontobuy

attitudetowardtheobject

(c;Difficulty3,p.259)

_____attitudemodelsportrayconsumers’attitudeswithregardtoanattitudeobjectasafunctionofconsumers’perceptionandanassessmentofthekeyattributedorbeliefsheldwithregardtotheparticularattitudeobject.

Tryingtoconsume

Multiattribute

Tricomponent

Attitudetowardthead

(b;Difficulty2,p.259)

Accordingtotheattitudetowardtheobjectmodel,theconsumer’sattitudetowardaproductisafunctionof:

price.

communicationmessagestheconsumerreceives.

thepresenceorabsenceofcertainproduct-specificbeliefsorattitudes.

theconsumer’sintentiontobehaveinacertainway.

(c;Difficulty2,p.259)

The_____modelistheindividual’sattitudetowardactingwithrespecttoanobjectratherthantheattitudetowardtheobjectitself.

multiattribute

attitudetowardthead

attitudetowardbehavior

tryingtoconsume

(c;Difficulty2,p.260)

Howard’sattitudeabouttheactofpurchasingaBMW,his_____,revealsmoreaboutthepotentialactofpurchasingthandoessimplyknowinghisattitudetowardBMWs.

attitudetowardthead

attitudetowardbehavior

tryingtoconsume

affectivecomponent

(b;Difficulty2,p.260)

Accordingtothetheoryof_____,tounderstandintention,weneedtomeasurethesubjectivenormsthatinfluenceanindividual’sintentiontoact.

tryingtoconsume

reasonedaction

attitudetowardbehavior

attitudetowardtheobject

(b;Difficulty3,p.261)

Accordingtothetheoryofreasonedaction,forresearcherstounderstandthesubjectivenormaboutthepurchaseofanewVWBeetlebyastudent,theywouldhavetoidentifythreethings;whichisnotoneofthem?

hisrelevantothers

hisbeliefsabouthoweachrelevantotherwouldrespondtohispurchasedecision

hismotivationtocomplywithhisrelevantothers

hisenvironmentalimpedimentsthatwillcomebetweenhimandhisnewcar

(d;Difficulty3,p.261)

Thetheoryoftryingtoconsumeisdesignedto:

measurethefrequencyofusage.

accountforthecasesinwhichtheoutcomeisnotcertainbutinsteadreflectstheconsumer’sintention.

measurethedissatisfactionwiththepurchase.

measurethenegativegapbetweenexpectationsandsatisfaction.

(b;Difficulty2,p.262)

Inthetheoryoftryingtoconsume,theconsumer’sattemptstoconsumemaybearesultof_____or_____impedimentsthatpreventthedesiredactionoroutcome.

personal;social

personal;environmental

social;environmental

physical;economic

(b;Difficulty3,p.262)

Apersonthatistryingtoloseweightbutcannotbecausehelovespotatochips,isanexampleofthetheoryofnotbeingabletoconsumedueto_____impediments.

social

environmental

personal

economic

(c;Difficulty2,p.262)

Accordingtotheattitudetowardthead,theconsumerformsvariousfeelingsandjudgmentsasaresultofexposuretoanad.Iftheconsumerlikesthead:

heismorelikelytobuytheproduct.

heislesslikelytobuytheproduct.

hislikeordislikehasnorelevancetotheirlikelihoodofpurchasingtheproduct.

researchershavenotyetfoundmeasurestoaccuratelymeasurelikeordislikeofads.

(a;Difficulty2,p.263)

Whichofthefollowingsegmentshasamorepositiveattitudetowardadvertising?

men

women

AsianAmericans

HispanicAmericans

(b;Difficulty3,p.264)

Theshiftfromhavingnoattitudeaboutanobjecttoforminganattitudeisaresultof_____.

learning

motivation

socialenvironment

exposuretoads

(a;Difficulty2,p.265)

Attitudesareformedbylearning.Intermsofclassicalconditioning,OilofOlay,thewellestablishedbrand,wasusingthebrandstrengthastheunconditionedstimulustointroduceOilofOlaybodywash.Theunconditionedstimuluswasusedtolinkthenewbrandtotheestablishedname,resultinginafavorableattitude.Thecompanyishopingfor_____fromthebrandnametothenewproduct.

stimulusrecognition

stimulusgeneralization

attitudeexpansion

attitudestability

(b;Difficulty3,p.265)

Attitudesareformed:

beforeusingtheproduct.

afterusingtheproduct.

whenhearingabouttheproduct.

alloftheabove

(d;Difficulty2,p.265)

Theformationofattitudesisstronglyinfluencedbyallthefollowingexcept:

personalexperience.

influenceoffamilyandfriends.

massmedia.

howlongtheproducthasbeenonthemarket.

(d;Difficulty1,p.267)

Theprimarymeansbywhichconsumersformtheirattitudesisthrough_____.

consumerreports

familyinfluences

personalexperience

directmarketing

(c;Difficulty2,p.267)

Nichemarketingissometimescalled_____.

localmarketing

individualmarketing

micromarketing

scalemarketing

(c;Difficulty2,p.267)

Directmarketingeffortshaveanexcellentchanceoffavorablyinfluencingtargetconsumer’sattitudesbecause:

directmarketingisfavorablylookedupon.

themassscaleofdirectmarketingmakesitadominantplayer.

becausetheproductsandservicesofferedarehighlytargetedtotheindividuals’needsandconcerns.

Internetadvertisingistoocluttered.

(c;Difficulty2,p.267)

Theclosestthingtodirectexperienceinfluencingattitudeformationis:

magazinesandnewspaperads.

TVcommercials.

theInternet.

directmarketing.

(c;Difficulty3,p.268)

Consumerswhohaveahighneedforcognitionarelikelyto:

formpositiveattitudesinresponsetoadsthatfeatureanattractivemodeloracelebrity.

formapositiveattitudeinresponsetoadsordirectmailthatarerichinproductrelatedinformation.

formnegativeattitudestowardsadsthatarerichinproductinformation.

feelneutraltowardsadsthatfeatureattractivemodelsorproductinformation.

(b;Difficulty2,p.268)

Consumerswhohaveahighneedforcognitionarethosewho:

arepassive.

craveinformationandenjoythinking.

desirethebestqualityintheproductstheychoose.

lookforthebestvalueforthemoney.

(b;Difficulty1,p.268)

Thefollowingtypeofcompanyismostlikelytogoafteranattitudechangemarketstrategy:

theindustryleader

majorcompetitoroftheleader

smallstart-upbusiness

alloftheabove

(b;Difficulty3,p.269)

Whichofthefollowingisoneoftheattitudechangestrategiesthatmarketersfollow?

associatingtheproductwithanadmiredgrouporevent

resolvingtwoconflictingattitudes

changingconsumerbeliefsaboutcompetitorbrands

alloftheabove

(d;Difficulty2,p.269)

Aneffectiveattitudechangestrategyischangingthebasicmotivationalfunction.Accordingtothisapproach,attitudescanbeformedintofourfunctions;whichofthefollowingisnotoneofthem?

utilitarian

ego-defensive

knowledge

personalexperience

(d;Difficulty2,p.269)

Oneofthestrategiesforchangingconsumerattitudesischangingthebasicmotivationalfunctionusingfourdifferentfunctions.Anexampleofthe_____functioniswhenCloroxDisinfectingSpraypointsoutthatthisproductwillworkfor24hours,whereascompetitorLysoldoesnot.

ego-defensive

knowledge

utilitarian

value-expressive

(c;Difficulty2,p.269)

Oneofthestrategiesforchangingconsumerattitudesischangingthebasicmotivationalfunctionusingfourdifferentfunctions.Adsforcosmeticsandpersonalcareproductsacknowledgethefactthatpeoplewanttoprotecttheirself-imagesfrominnerfeelingsofdoubt.Thisisconsistentwithwhichbasicmotivationalfunctions?

ego-defensive

knowledge

utilitarian

value-expressive

(a;Difficulty2,p.269)

Oneofthestrategiesforchangingconsumerattitudesischangingthebasicmotivationalfunctionusingfourdifferentfunctions.Anexampleofthe_____functionisforCresttopointouthowitsnewtoothbrushissuperiortoallothertoothbrushesincontrollinggumdiseasebyremovingmoreplaque.

ego-defensive

knowledge

utilitarian

value-expressive

(b;Difficulty2,p.273)

Oneofthestrategiesforchangingconsumerattitudesischangingthebasicmotivationalfunctionusingfourdifferentfunctions.Anexampleofthe_____functionisforCelestialSeasonstopointoutthatGreenTeaisloadedwithantioxidants,whicharegoodforyou.

ego-defensive

knowledge

utilitarian

value-expressive

(b;Difficulty2,p.273)

Ben&Jerry’siswellrecognizedforgiving7.5percentofitspretaxprofitstoavarietyofcausesandgivingsmallgrantstocommunitygroupsinVermont.Theyaretryingtochangeconsumerattitudesthrough_____.

resolvingtwoconflictingattitudes

associatingtheproductwithaspecialgroup,eventorcause

changingthebasicmotivationalfunction

changingconsumerbeliefsaboutcompetitorbrands

(b;Difficulty1,p.273)

IfTomhasanegativeattitudetowardsdietsodasanddoesnotdrinkthembecausehebelievestheydonottastelikeregular,whatstrategycanacompanyusetoensureTomthattheirdiettastesjustlikeregular?

resolvingtwoconflictingattitudes

associatingtheproductwithaspecialgroup,eventorcause

changingthebasicmotivationalfunction

changingconsumerbeliefsaboutcompetitorbrands

(a;Difficulty2,p.273)

Whenmarketerstrytopersuaderegularteadrinkersto“crossover”tobecomingherbalteadrinkers,thecompanymustutilizeastrategythat:

changestherelativeevaluationofattributes.

changesbrandbeliefs.

informsconsumersthatithasaddedanattribute.

changestheoverallratingofabrand.

(a;Difficulty2,p.276)

WhenHPchallengesthenotionthatcomputersdonothavetobedifficulttousebystatingthattheirproduct“isassimpleasduh,”itisalteringacomponentofthemultiattributemodeltochangeattitudes;whichstrategyisitusing?

changingtherelativeevaluationofattributes

changingbrandbeliefs

addinganattribute

changingtheoverallbrandrating

(b;Difficulty2,p.276)

IfYoplaitdecidestopointoutthattheiryogurthasmorepotassiumthanabanana,whichstrategyofattitudechangearetheyfollowing?

changingtherelativeevaluationofattributes

changingbrandbeliefs

addinganattribute

changingtheoverallbrandrating

(c;Difficulty2,p.276)

Whichofthefollowingdoesnotfallundertheattitudechangestrategyofaddinganattribute?

informingconsumersthatYoplaitcontainsmorepotassiumthanabanana

informingconsumersthatDovehasnowaddedvitaminEtotheirlotions

informingconsumersthatSecretdeodorantisavailableinanunscentedversion

tellingpeoplethatExcedrinMigraineisthenumberonedoctorrecommendedbrandformigrainerelief

(d;Difficulty3,p.278)

“Thelargestsellingbrand”and“theoneallotherstrytoimitate”areclaimsusedbycompaniestryingtochangeattitudesbyusingthefollowingstrategy:

changingtherelativeevaluationofattributes

changingbrandbeliefs

addinganattribute

changingtheoverallbrandrating

(d;Difficulty2,p.277)

WhenAdvilmakesadramaticassertionthatithasproductsuperiorityoverTylenolbyclaimingitlastslongerandisgentler,itisusingthefollowingattitudechangestrategy:

changingtherelativeevaluationofattributes

changingbrandbeliefs

changingbeliefsaboutcompetitorbrands

changingtheoverallbrandrating

(c;Difficulty2,p.279)

TheElaborationLikelihoodModelproposesthatconsumers’attitudesarechangedbytwodistinctlydifferentroutestopersuasion:______routesand______routes.

central;logical

main;secondary

central;peripheral

rational;emotional

(c;Difficulty3,p.280)

AccordingtotheElaborationLikelihoodModel,whenconsumersarewillingtoexerttheefforttocomprehend,learn,orevaluatetheavailableinformationabouttheattitudeobject,learningandattitudechangecanoccurviathe_____.

centralroute

peripheralroute

rationalroute

emotionalroute

(a;Difficulty2,p.280)

AccordingtotheElaborationLikelihoodModel,cents-offcoupons,freesamples,beautifulbackgroundsceneryandcelebrityendorsementsareall_____routestopersuasion.

central

peripheral

rational

emotional

(b;Difficulty2,p.280)

Accordingtothe_____theory,discomfortoccurswhenaconsumerholdsaconflictingthoughtaboutabelieforanattitudeobject.

attribution

cognitivedissonance

ElaborationLikelihoodModel

Footinthedoor

(b;Difficulty2,p.280)

Avarietyoftacticsareadoptedbyconsumerstoreducetheeffectofpost-purchasedissonance.Whichofthefollowingisnotoneofthem?

Consumersseekoutadsthatthatsupporttheirchoice.

Consumerstrytosellfriendsonthefeaturesofthebrand.

Consumerslooktoknownsatisfiedconsumersforreassurance.

Consumersseekoutcompetitoradstoreassurethemoftheirbetterchoice.

(d;Difficulty3,p.281)

Marketerscanrelieveconsumerdissonancebyfollowingthistactic:

reinforcingconsumers’decisionsinadsbycomplimentingtheirwisdom

offeringstrongerwarranties

providingdetailedbrochuresonhowtouseitsproductscorrectly

alloftheabove

(d;Difficulty2,p.281)

Asagroupoflooselyinterrelatedsocialpsychologicalprinciples,_____attemptstoexplainhowpeopleassigncreditandblametoeventsonthebasisofeithertheirownbehaviororthebehaviorofothers.

ElaborationLikelihoodModel

attributiontheory

self-perceptiontheory

defensiveattributionstheory

(b;Difficulty3,p.281)

“Shetriedtomakemebuythatunknownauto-focuscamerabecauseshewouldmakeabiggercommission,”thisstatementcouldbeexplainedfollowingthe_____.

ElaborationLikelihoodModel

attributiontheory

self-perceptiontheory

defensiveattributionstheory

(b;Difficulty2,p.281)

IfastudentobservesthatsheroutinelypurchasestheDesMoinesRegisteronherwaytoclass,sheisapttoconcludethatsheliketheDesMoinesRegister.Thisisanexampleofhowthe_____helpsmakeinferencesaboutone’sbehavior.

ElaborationLikelihoodModel

attributiontheory

self-perceptiontheory

defensiveattributionstheory

(c;Difficulty3,p.281)

IfBrianjustfinishedgivingasuccessfulpresentationusingPowerPoint,andafterthepresentationhesaystohimself,“I’mreallyanaturalatmakinggreatpresentations,”thisstatementwouldbeanexampleof_____inthecontextofattribution.

internalattribution

externalattribution

positiveattribution

attributiontowardothers

(a;Difficulty2,p.282)

IfBrianjustfinishedgivingasuccessfulpresentationusingPowerPoint,andafterthepresentationheconcludesitwasasuccessfulpresentationduetotheassistanceofhisfriendandtheuser-friendlyprogram,thisobservationwouldbeanexampleof_____inthecontextofattribution.

internalattribution

externalattribution

positiveattribution

attributiontowardothers

(b;Difficulty2,p.282)

Someonewhodonatesfivedollarstocancerresearchmightbepersuadedtodonateamuchlargeramountwhenapproachedatalatertime.Theinitialdonationiscalled_____inanattributioncontext.

self-attribution

footinthedoortechnique

externalattribution

internalattribution

(b;Difficulty2,p.283)

Whichofthefollowingstatementsistrueaboutattributionandthefootinthedoortechnique?

Individualswhotryafreesamplearelesscommittedtothebrand.

Individualswhotryafreesamplearemorecommittedtothebrand.

Individualswhotryabrandwithoutinducementarelesslikelytochangetheirattitudetowardabrand.

Thelargertheincentivetotrythebrand,thegreaterthecommitmenttothebrand.

(a;Difficulty3,p.283)

Whichofthefollowingisnotoneofthecriterionusedbyconsumerstoconfirmtheirinitialattributionsaboutobjects?

distinctiveness

consensus

consistencyovertime

individuality

(d;Difficulty3,p.284)

Oneofthecriterionsusedbyconsumerstoconfirmtheirinitialattributionsaboutobjectsis_____,whichmeansthatthereaction(thepriorinference)mustbethesame,evenwhenthesituationinwhichitoccursvaries.

distinctiveness

consistencyovertime

consistencyovermodality

consensus

(c;Difficulty3,p.284)

Oneofthecriterionsusedbyconsumerstoconfirmtheirinitialattributionsaboutobjectsis_____,whichmeansthatthereaction(thepriorinference)isperceivedinthesamewaybyotherconsumers.

distinctiveness

consistencyovertime

consistencyovermodality

consensus

(d;Difficulty3,p.284)

True/FalseQuestions:

71.WhenweareaskedwhetherwelikeordislikeaSonyDVDplayer,wearebeingaskedaboutopinion.

(False;Difficulty2,p.251)

72.Attitudesarenotdirectlyobservablebutmustbeinferredfromwhatpeoplesayorwhattheydo.

(True;Difficulty1,p.251)

73.Anopinionisalearnedpredispositiontobehaveinaconsistentlyfavorableorunfavorablewaywithrespecttoagivenobject.

(False;Difficulty1,p.253)

74.Attitudesaresynonymouswithbehavior.

(False;Difficulty3,p.253)

75.Attitudeshaveamotivationalqualitythatalwayspropelsaconsumertowardaparticularbehavior.

(False;Difficulty2,p.253)

76.Attitudesaregenerallyconsistent—theydonotchange.

(False;Difficulty2,p.253)

77.Attitudesaresituational,whichmeansthataspecificsituationmaycauseconsumerstobehaveinwaysthatareinconsistentwiththeirattitudes.

(True;Difficulty2,p.254)

78.Thetricomponentattitudemodelconsistsofthreemajorcomponents:cognitive,behavioralandconative.

(False;Difficulty2,p.256)

79.Theconativecomponentofthetricomponentattitudemodelisconcernedwiththelikelihoodortendencythatanindividualwillundertakeaspecificactionwithregardtotheattitudeobject.

(True;Difficulty2,p.256)

80.Respondingpositivelytoanintentiontobuyquestionwithregardtoabrandwillincreasethelikelihoodofthatconsumerpurchasingthebrand.

(True;Difficulty3,p.259)

81.ApersonwhohaspositiveattitudestowardsBMWswillpositivelypurchaseaBMW.

(False;Difficulty2,p.259)

“Thefirst10peopletocallinwillreceiveafreeT-shirt.”Thisisanexampleofapossibleenvironmentalimpedimentthatmightimpacttheconsumers’tryingtoconsume.

(True;Difficulty3,p.262)

Consumerssometimesformfeelingsandjudgmentsaboutaproductasaresultofexposuretoanad.

(True;Difficulty1,p.263)

Ifconsumersliketheadtheysee,theyaremorelikelytobuytheproduct.

(True;Difficulty1,p.263)

Ifconsumerslikeorhatetheadtheysee,thatdoesnotaffecttheirproductpurchasedecision.

(False;Difficulty3,p.263)

Researchrevealsthatforanovelproduct,consumers’attitudetowardtheadhasastrongerimpactonbrandattitudeandpurchaseintentionthanafamiliarproduct.

(True;Difficulty3,p.264)

87.StudiesrevealedthatAfricanAmericansandwomenhavenegativeattitudestowardadvertising.

(False;Difficulty3,p.264)

88.Attitudesusuallyareformedfollowingthepurchaseandconsumptionofaproduct.

(False;Difficulty2,p.265)

89.Themoreinformationpeoplehaveaboutaproduct,themoretheyarelikelytoformattitudesaboutit,whetherpositiveornegative.

(True;Difficulty2,p.265)

90.Researchshowsthatallthebeliefsaboutaproductdominateintheformationofanattitude,thereforemarketersshouldincludeallthefeaturesoftheirproductsandservicesintheirads.

(False;Difficulty3,p.267)

91.Theformationofattitudesismoststronglyinfluencedbyfamily.

(False;Difficulty2,p.267)

92.Attitudesdevelopedthroughdirectexperiencetendtoobemoreconfidentlyheldandmoreenduringthanthosedevelopedthroughprintadvertising.

(True;Difficulty1,p.267)

93.Peoplewithpersonalitieswithahighneedforcognitionarelikelytoformpositiveattitudesinresponsetoadsthatarerichinproduct-relatedinformation.

(True;Difficulty1,p.268)

94.Inanattempttoattractacertainsegmentofconsumers,Ben&Jerry’sIcecreamannouncesthatitdonated7.5percentofitsprofitstodifferentcauses.ThisisBen&Jerry’sattempttodeveloppositiveattitudesthroughassociatingthemselveswithaspecialcause.

(True;Difficulty1,p.273)

95.Onestrategyforchangingattitudesisbyaddinganattribute.Thisstrategycouldbeaseffectivewhenitisusedtoeliminateanattribute.

(True;Difficulty2,p.275)

96.Anineffectiveattitudechangestrategyisonewhereamarketerattemptstochangeconsumerbeliefsabouttheattributesofcompetitivebrands.

(False;Difficulty1,p.276)

97.Whencognitivedissonanceoccursafterthepurchaseitiscalledpostpurchasedissonance.

(True;Difficulty1,p.280)

98.Individualswhotryabrandwithoutanyinducementsaremorelikelytoinferincreasinglypositiveattitudestowardthebrand.

(True;Difficulty3,p.283)

99.Apersonwhohasdonatedtocharitybeforeismorelikelytodonateagainthansomeonewhohasneverdonated.

(True;Difficulty1,p.283)

100.Oneofthecriterionusedtoconfirm(ordisconfirm)priorattitudesisbytestingwhethertheattitudeisconsistentovertime.

(True;Difficulty1,p.284)

EssayQuestions:

101.Discussthethreecomponentsofthetricomponentattitudemodel.

Thefirstcomponentofthemodelisthecognitivecomponent—theknowledgeandperceptionsthatareacquiredthroughdirectexperiencewiththeattitudeobject.Thisknowledgetakestheformofbeliefsabouttheattitudeobject.

Thesecondcomponent,theaffectivecomponent,istheconsumer’semotionsorfeelingsaboutaproductorbrand.Theseemotionscapturetheconsumer’sglobalassessmentoftheattitudeobject.

Thethirdcomponentistheconativecomponent.Itisconcernedwiththelikelihoodortendencythatanindividualwillundertakeaspecificactionorbehaveinaparticularwaywithregardtotheattitudeobject.

(Difficulty3,p.256)

102.Oneofthemultiattributemodelsistheattitudetowardbehaviormodel.Explainthemodelandgiveanexample.

Thismodeltellsabouttheindividual’sattitudetowardbehavingoractingwithrespecttoanobjectratherthantheattitudetowardtheobjectitself.Forexample,Tom’sattitudeabouttheactofpurchasingaBMWrevealsmoreaboutthepotentialactofpurchasingthandoessimplyknowinghisattitudetowardBMWs.TommayhaveapositiveattitudetowardBMWsbutanegativeattitudetowardtheactofpurchasingone.

(Difficulty2,p.259)

103.Whatisthetheoryoftryingtoconsume?Giveanexamplefromyourownexperience.

Thetheoryoftryingtoconsumeisdesignedtoaccountforthemanycasesinwhichtheactionortheoutcomeisnotcertainbutinsteadreflectstheconsumer’sattemptstoconsume.

Herethestudentcangiveanexampleofhowapersonalorenvironmentalimpedimentdeterredherfromtheactof