Deck 15: Attitude Formation and Change

Question 1

Intra-attitude consistency occurs when a person's overall system of attitudes is in balance.

Answer 1

False

Question 2

Single-item rating scales measure one's overall attitude toward an object, ranging from very favorable to very unfavorable.

Answer 2

True

Question 3

Involved consumers tend to want to draw their own conclusions and typically resent efforts of marketers to do so for them.

Answer 3

True

Question 4

Attractiveness is the most important for a source's persuasiveness.

Question 5

The finite ideal point attitude model assumes that people prefer a moderate amount of each attribute rather than the most of each.

Question 6

Self-perception theory is a type of cognitive theory which suggests that that when asked about attitudes of which they are uncertain, people sometimes reflect on their behavior and infer what their attitudes must be.

Question 7

Jessie has trouble downloading her pictures from her new digital camera. She is experiencing an attribution toward things.

Question 8

In the dissonance-attribution hierarchy, the order of communication effects is do-feel-think.

Question 9

Think-do-feel is the order of consumer action in an experiential hierarchy.

Question 10

Passive learning occurs in low-involvement media.

Question 11

1 Thoughtful reactions audience members have when exposed to persuasive marketing communications, from which they form descriptive beliefs are __________.

A) Cognitive responses
B) Support responses
C) Belief discrepancies
D) Message responses
E) Information responses

Question 12

The package on a bag of potato chips reads "ZERO TRANS FATS." The actual fat content in grams is only shown on the nutrition label. What is this an example of?

A) Implicit framing
B) Explicit framing
C) Message framing
D) Belief discrepancies
E) Ethical repositioning

Question 13

When the message receiver attacks the message source, thereby rejecting it altogether, this is called __________.

A) Explicit framing
B) Belief discrepancy
C) Message discrepancy
D) Source derogation
E) Source involvement

Question 14

Which belief-importance model assumes that higher ratings on belief scales are preferable to lower ratings?

A) The infinite ideal point belief-importance model
B) The Rosenburg model
C) The Fishbein model
D) Fishbein's theory of reasoned action
E) Belief importance model

Question 15

Perceived social pressure to conform to the behavioral standards of other important persons or social groups is __________.

A) Motivation to comply
B) Normative beliefs
C) Subjective motivation
D) Inclusive motivation
E) Hedonic beliefs

Question 16

Which marketplace function helps people relate to the marketplace and simplify their decision making?

A) Utilitarian function
B) Value-expressive function
C) Knowledge function
D) Ego-defensive function
E) Hedonic function

Question 17

When a new Verizon customer purchases a phone, he is given free Internet for the first month. What is this an example of?

A) Affect transferral
B) Dual-mediation hypothesis
C) Dissonance
D) Connative behavioral influence perspective
E) Attribution theory

Question 18

People who tend to attribute their successes to themselves and their failures to others are examples of the principle of __________.

A) Defensive attribution
B) Internal attribution
C) External attribution
D) Operative attribution
E) Offensive attribution

Question 19

Which of the following should marketers do in response to the consumers learning according to passive learning theory?

A) High frequency advertising
B) Provide customers with sales personnel
C) Informational packets
D) Lower prices
E) Value packaging

Question 20

What is the order of action a consumer takes when using the standard learning hierarchy?

A) Think, do, feel
B) Feel, think, do
C) Think, feel, do
D) Do, feel, think
E) Do, think, feel

Question 21

What is the Tricomponent Attitude Model? Describe each component.

Question 22

What are the four types of mondanic rating scales?

Question 23

Compare a primacy effect to a recency effect. If an audience is disinterested, which method should marketers use?

Question 24

What is a two-sided message? In what situation is a two-sided message most effective? In what situation is it more preferred to use a one-sided message?

Question 25

What are the three characteristics that credible sources typically share? Briefly describe them.

Question 26

Cite four applications for attitude changing of peripheral beliefs.

Question 27

What is the dual-mediation hypothesis?

Question 28

What are the three theories where behavioral modification occurs under relatively high-involvement conditions?

Question 29

What four criteria do consumers use to validate their attributions?

Question 30

In what marketplace situation does the standard learning hierarchy of communication effects prevail best?