Deck 10: Consumer Beliefs, Feelings, Attitudes, and Intentions

Question 1

Attitudes are subjective judgments by people about how they will behave in the future.

Answer 1

False

Question 2

Beliefs are subjective judgments about the relationship between two or more things.

Answer 2

True

Question 3

Feelings include affective states and reactions.

Answer 3

True

Question 4

Attitudes are based on beliefs, not feelings.

Question 5

Expectations are a type of attitude.

Question 6

The US Commerce Department includes consumers' expectations as one component to help forecast future trends in the US economy.

Question 7

USP stands for Universal Selling Price.

Question 8

Brands perceived as undifferentiated from their competitors will face fewer challenges in attracting and keeping customers.

Question 9

One example of an inferential belief is when consumers use a product's price as an indicator of its quality.

Question 10

Partially comparative pricing is when a retailer provides price comparisons without revealing which competitor it is comparing its prices with.

Question 11

Research indicates that one danger of using partially comparative pricing is that it may make the retailer seem more expensive than its competitor for noncomparatively priced products.

Question 12

The pictures featured in an advertisement can be a potent basis for the formation of inferential beliefs.

Question 13

Consumer confusion rarely exists in the marketplace.

Question 14

Confusion can cause consumers to defer product purchase indefinitely.

Question 15

Mood state refers to how people feel at a particular moment in time.

Question 16

Mood states are not influential during attitude formation.

Question 17

Although the feelings consumers experience during product consumption are very important, those experienced when watching advertising did not affect consumers' attitudes toward the advertised product.

Question 18

According to the PAD conceptualization, environments evoke three primary types of emotional response: pleasure, arousal, and dominance.

Question 19

According to the Harris Poll of best brands, consumers have voted Apple as the top brand each year since 2000.

Question 20

Attitude extremity represents a person's belief that her or his attitude is correct.

Question 21

Attitudes rarely change.

Question 22

The degree to which an attitude is immune to change refers to attitude resistance.

Question 23

Attitude memorability refers to how easily the attitude can be retrieved from memory.

Question 24

Preferences represent attitudes toward one object in isolation of other objects.

Question 25

A_b is more strongly related to behavior than A_o.

Question 26

According to multiattribute attitude models, beliefs about a product's attributes or characteristics rarely influence consumers' attitudes toward the product.

Question 27

The Fishbein multiattribute model proposes that attitude toward an object is based on the summed set of beliefs about the object's attributes weighted by the evaluation of these attributes.

Question 28

As a rule of thumb, companies want consumers to perceive their products as possessing desirable attributes and not possessing undesirable attributes.

Question 29

The ideal-point multiattribute attitude model was designed specifically for understanding consumer attitudes towards products.

Question 30

According to the ideal-point multiattribute attitude model, the farther a product's actual rating is from the ideal rating, the more favorable the attitude toward that product.

Question 31

In the ideal-point multiattribute attitude model, consumers indicate where they believe product is located on scales representing various degrees or levels of salient attributes.

Question 32

The simultaneous importance-performance grid considers consumers' beliefs about a company's product in isolation of the competition.

Question 33

Although multiattribute attitude models are useful for understanding consumer attitudes, they provide little guidance in the development of attitude change strategies.

Question 34

From a multiattribute attitude model perspective, the only way to change consumer attitudes is to change their beliefs.

Question 35

One option for changing attitudes suggested by the Fishbein multiattribute attitude model involves altering consumers' preferences about what the ideal product would look like.

Question 36

Multiattribute attitude models are useful for estimating the potential attitudinal payoff of alternative change strategies.

Question 37

One of the most important skills a company can possess is the ability to predict how people will act as consumers.

Question 38

Businesses often lose money because they either underestimate or overestimate consumer demand.

Question 39

Although companies are interested in predicting purchase behavior, they have little interest in predicting consumption behavior.

Question 40

Purchase intentions represent what we think we'll buy.

Question 41

Repurchase intentions indicate whether or not we anticipate buying the same product or brand again.

Question 42

The main reason why intentions are such good predictors of behavior is because intentions are always fulfilled.

Question 43

Intentions had been shown repeatedly to provide a significant prediction of how people behave.

Question 44

Intentions are a perfect predictor of behavior.

Question 45

As the correspondence between an intention measure and the to-be-predicted behavior become stronger, the intention's predictive power becomes weaker.

Question 46

Measuring what people intend to do is always better for predicting their future behavior than measuring what they expect to do.

Question 47

The perceived likelihood of performing a behavior is called a behavioral expectation.

Question 48

Forecasting accuracy depends on how far into the future one is trying to predict.

Question 49

The degree to which a behavior can be performed at will is called voluntary control.

Question 50

Perceived behavioral control, which represents how much autonomy people have in making a purchase decision, is sometimes used to help predict purchase behavior.

Question 51

Perceived behavioral control represents consumers' perceptions of how much control marketers have over their behavior.

Question 52

Consumer intentions are helpful as an indicator of the possible effects of certain marketing activities.

Question 53

Intentions can be used as an indicator of a company's likely success in retaining customers.

Question 54

Interestingly, simply answering intention measures may affect how consumers behave in the future.

Question 55

Global evaluative judgments are known as:

A) attitudes
B) feelings
C) beliefs
D) intentions
E) None of the above.

Question 56

Subjective judgments by people about how they will behave in the future are known as:

A) attitudes
B) feelings
C) beliefs
D) intentions
E) None of the above.

Question 57

Attitudes are determined by:

A) intentions
B) feelings
C) beliefs
D) B and C
E) A, B, and C

Question 58

Which of the following is not a type of belief discussed in Chapter 10?

A) Expectations
B) Beliefs about a brand's distinctiveness
C) Immunized beliefs
D) Inferential beliefs
E) All of the above are discussed in Chapter 10.

Question 59

Which of the following statements about consumer confusion is incorrect?

A) Confusion can arise when consumers don't know what to believe.
B) Confusion arises only when consumers are uncertain about what to believe, not when they believe something that's incorrect.
C) Confusion can arise because of conflicting information.
D) Confusion can cause consumers to defer product purchase indefinitely.
E) None of the above is incorrect.

Question 60

Which of the following statements about mood states is correct?

A) Consumers will evaluate a product more favorably when they are in a good mood.
B) Retailers can enhance the desirability of their products by configuring their shopping environments to evoke favorable moods.
C) Mood states are far richer in nature than simply whether they are good or bad.
D) A and B
E) A, B, and C

Question 61

According to the PAD conceptualization, what are the three primary types of emotional response evoked by environments?

A) Pleasure, arousal, and dominance
B) Pursuit, affect, and determination
C) Purpose, acceptance, and detachment
D) Pleasure, affect, and desire
E) None of the above.

Question 62

Retailers that create environments that make shoppers feel good are rewarded by shoppers:

A) staying longer in the store
B) buying more items
C) spending more money
D) B and C
E) A, B, and C

Question 63

Which of the following statements about feelings during product consumption are incorrect?

A) The feelings experienced during product consumption will influence consumers' post-consumption evaluations.
B) One approach for enhancing a product's desirability is to emphasize the positive feelings consumers will experience during product consumption.
C) Another approach for enhancing a product's desirability is to emphasize how consumption will not lead to negative feelings.
D) The existence of strong feelings during product consumption will accentuate the influence of consumers' pre-consumption mood on their post-consumption evaluations.
E) None of the above are incorrect.

Question 64

Which of the following is not part of the Harris Interactive EquiTrend system for evaluating brand equity?

A) Product familiarity
B) Product preference
C) Perceived product quality
D) Purchase intent
E) All of the above are part of this system.

Question 65

Which product received the highest score in the Harris Interactive EquiTrend ratings of brand equity in 2004?

A) Duracell batteries
B) Minute Maid orange juice
C) Reynolds Wrap aluminum foil
D) Keebler cookies
E) None of the above.

Question 66

Which retailer received the highest score in the Harris Interactive EquiTrend ratings of brand equity in 2004?

A) Sears
B) Wal-Mart
C) RadioShack
D) The Limited
E) None of the above.

Question 67

Attitude ____ is the degree to which an attitude is immune to change.

A) strength
B) extremity
C) resistance
D) flexibility
E) None of the above.

Question 68

Attitude confidence can affect:

A) the strength of the relationship between attitudes and behavior.
B) an attitude's susceptibility to change.
C) an attitude's accessibility.
D) A and B
E) A, B, and C

Question 69

Which of the following is not a type of attitude discussed in Chapter 10?

A) Attitude toward the object
B) Attitude toward the ad
C) Attitude toward the behavior
D) Preferences
E) All of the above are types of attitude discussed in Chapter 10.

Question 70

Which of the following has been shown repeatedly to be a significant determinant of the product attitudes held after viewing an advertisement?

A) Attitude toward the competition.
B) Attitude toward the buying situation.
C) Attitude toward the ad.
D) Attitude toward the TV network.
E) Attitude toward media.

Question 71

A company is interested in understanding whether you like its product or its competitor's product best. In this case, the company should measure consumers':

A) purchase intentions.
B) consumption intentions.
C) product attitudes.
D) product preferences.
E) None of the above.

Question 72

Which of the following represents an evaluation of performing a particular behavior involving the attitude object, such as buying a product?

A) A_b
B) A_o
C) A_ad
D) Att_action
E) None of the above.

Question 73

According to Fishbein's multiattribute attitude model, attitudes toward an existing product depend on:

A) beliefs about the existing product's attributes.
B) beliefs about the attributes of the ideal product.
C) evaluations of the attributes.
D) A and C
E) A, B, and C

Question 74

In the Fishbein multiattribute attitude model, e_i represents:

A) the expectation of whether the object has attribute i
B) the economic value of attribute i
C) the evaluation of attribute i
D) the expected value of attribute i
E) None of the above.

Question 75

The results of your survey show that "bitter taste" receives a score of -3 on Fishbein's evaluative measure. In this case, you would conclude that:

A) bitter taste is a bad attribute to have.
B) bitter taste is a good attribute to have.
C) the product is unlikely to have a bitter taste.
D) A and C
E) B and C

Question 76

Suppose that consumers assign a -3 rating to "very low price" on Fishbein's evaluative measure. In this case, you should conclude that:

A) price is unimportant.
B) the product should not have a very low price.
C) the product should have a very high price.
D) B and C
E) Can't tell without information.

Question 77

Assume you have used the Fishbein multiattribute model for analyzing three existing soft drink brands, A, B, and C, with the following results:

$\begin{array}{lcccc} & & &\text{ Brand Beliefs } \\ \text{ Attribute} &\text{ Evaluation} & \text{ A }& \text{ B} & \text{ C} \\\hline \text{ Low price }& +2 & -1 & +2 & +3 \\ \text{ Sweet taste }& +3 & +3 & -3 & +3 \\ \text{ High in calories }& -3 & -1 & -1 & -1 \\\text{ Low carbonation }& -1 & +3 & -1 & -2 \\\end{array}$


-What is the total attitude score for brand A?

A) +1
B) +6
C) +7
D) +8
E) None of the above.

Question 78

Assume you have used the Fishbein multiattribute model for analyzing three existing soft drink brands, A, B, and C, with the following results:

$\begin{array}{lcccc} & & &\text{ Brand Beliefs } \\ \text{ Attribute} &\text{ Evaluation} & \text{ A }& \text{ B} & \text{ C} \\\hline \text{ Low price }& +2 & -1 & +2 & +3 \\ \text{ Sweet taste }& +3 & +3 & -3 & +3 \\ \text{ High in calories }& -3 & -1 & -1 & -1 \\\text{ Low carbonation }& -1 & +3 & -1 & -2 \\\end{array}$


-Which brand has the highest attitude score?

A) Brand A
B) Brand B
C) Brand C
D) All brands have equal scores.
E) Can't tell without more information.

Question 79

Assume you have used the Fishbein multiattribute model for analyzing three existing soft drink brands, A, B, and C, with the following results:

$\begin{array}{lcccc} & & &\text{ Brand Beliefs } \\ \text{ Attribute} &\text{ Evaluation} & \text{ A }& \text{ B} & \text{ C} \\\hline \text{ Low price }& +2 & -1 & +2 & +3 \\ \text{ Sweet taste }& +3 & +3 & -3 & +3 \\ \text{ High in calories }& -3 & -1 & -1 & -1 \\\text{ Low carbonation }& -1 & +3 & -1 & -2 \\\end{array}$


-The results indicate that high calories are viewed as:

A) an unimportant attribute.
B) an undesirable attribute.
C) a desirable attribute.
D) a nonsalient attribute.
E) None of the above.

Question 80

Assume you have used the Fishbein multiattribute model for analyzing three existing soft drink brands, A, B, and C, with the following results:

$\begin{array}{lcccc} & & &\text{ Brand Beliefs } \\ \text{ Attribute} &\text{ Evaluation} & \text{ A }& \text{ B} & \text{ C} \\\hline \text{ Low price }& +2 & -1 & +2 & +3 \\ \text{ Sweet taste }& +3 & +3 & -3 & +3 \\ \text{ High in calories }& -3 & -1 & -1 & -1 \\\text{ Low carbonation }& -1 & +3 & -1 & -2 \\\end{array}$


-Which brand performs the best on the price attribute?

A) Brand A
B) Brand B
C) Brand C
D) All brands perform equally.
E) Can't tell without more information.