Deck 7: Attitudes and Attitude Change

Question 1

"I really like my Suburu" is an example of the belief component of attitudes.

Answer 1

False
This is a statement of affect because the feelings, or affection, a consumer has about this product is captured as liking.

Question 2

Compared to the attitude-toward-the-object model, the behavioral intentions model adds a component that assesses the consumer's perceptions of what other people think they should do, referred to as the subjective norm.

Answer 2

True

Question 3

As the length of time between attitude measurement and overt behavior grows, the predictive ability of attitudinal models weakens.

Answer 3

True

Question 4

The attitude-toward-the-object (ATO) model is a multiattribute approach.

Question 5

The utilitarian function of attitudes works as a defense mechanism for consumers.

Question 6

Attitude-behavior consistency refers to the extent to which a strong relationship exists between attitudes and actual behavior.

Question 7

The theory of planned action expands upon the behavioral intentions model by including a subjective norm component.

Question 8

Impulse purchases can be explained from the behavioral influence hierarchy.

Question 9

The utilitarian function of attitudes is based on the concept of reward and punishment.

Question 10

The elaboration likelihood approach to attitude suggests that affect, behavior, and cognition form in a sequential order.

Question 11

The behavioral intentions model is sometimes referred to as the ATO model.

Question 12

According to the high-involvement hierarchy, beliefs about products are formed last.

Question 13

According to the functional theory of attitudes, attitudes perform three functions: affective, behavioral, and cognitive.

Question 14

The attitude-toward-the-object (ATO) model proposes that three key elements must be assessed to understand and predict a consumer's attitude: affect, behavior, and cognition.

Question 15

The hierarchy of effects in the low-involvement hierarchy is affect-behavior-belief.

Question 16

The knowledge function of attitudes allows consumers to simplify decision making.

Question 17

In the attitude-toward-the-object (ATO) model, the belief ratings (b) do not vary across the brands under consideration.

Question 18

The behavioral influence hierarchy suggests that behavior occurs without either beliefs or affect being strongly formed beforehand.

Question 19

The ATO approach is known as a compensatory model because poor ratings on one attribute can be compensated for by higher ratings on another attribute.

Question 20

According to the ABC approach to attitudes, attitudes possess three important components: affect, beliefs, and cognitions.

Question 21

Contradicting thoughts are known as negative arguments.

Question 22

Changing schema-based affect is another way marketers can attempt to change attitudes.

Question 23

According to the ELM, if a consumer is highly involved with a message, the peripheral route to persuasion will be followed.

Question 24

According to the elaboration likelihood model, if the central route to persuasion is activated, the consumer develops a number of cognitive responses regarding the incoming message that may either support or contradict the information.

Question 25

Attitude auditing refers to the extent to which a company actively monitors its customers' attitudes over time.

Question 26

The triad in balance theory is composed of observer, person, and object.

Question 27

The balance principle states that human beings prefer consistency among their beliefs, attitudes, and behaviors.

Question 28

Initial judgment theory proposes that consumers compare incoming information to their existing attitudes about a particular object or issue and that attitude change depends upon how consistent the information is with the initial attitude.

Question 29

Persuasion refers to specific attempts to change attitudes.

Question 30

Attitude change tends to be relatively enduring when it occurs in the central route.

Question 31

The basic premise of balance theory is that consumers are motivated to maintain perceived consistency in the relations found in mental systems.

Question 32

According to the ELM model of attitude change, even if a consumer's attitude is influenced more by peripheral cues than central cues, the resulting belief or attitude change is still likely to be relatively enduring.

Question 33

According to the ATO model of persuasion, marketers can attempt to change beliefs, create new beliefs about product features, or change evaluations of product attributes.

Question 34

In balance theory, the object-person relation is referred to as a unit relation.

Question 35

The elaboration likelihood model (ELM) illustrates how attitudes are changed based on different levels of consumer involvement.

Question 36

According to the elaboration likelihood model of persuasion, non-product-related information, such as music or a spokesperson, are examples of non-essential cues in the message.

Question 37

In balance theory, connector relations are the relations between the observer (consumer) and the other elements in the system.

Question 38

According to the elaboration likelihood model (ELM), the persuasion process follows one of two routes: a direct route or an indirect route.

Question 39

According to the behavioral influence approach to persuasion, behavior change can only occur if beliefs and attitudes are changed first.

Question 40

A key premise of balance theory is consistency in the triad is maintained when the multiplication of the signs in the sentiment and unit relations result in a positive value.

Question 41

For a message to fall within a consumer's latitude of acceptance, the information presented must be perceived as coming from a credible source..

Question 42

Which approach to attitudes posits there are three components to attitudes: affect, behavior, and cognitions?

A) ABC approach to attitudes
B) Tri-partite approach to attitudes
C) Functional approach to attitudes
D) Utilitarian approach to attitudes
E) Compensatory approach to attitudes

Question 43

According the ABC approach to attitudes, attitudes possess three important components: affect, behavior, and _____.

A) conations
B) consistency
C) complexity
D) credibility
E) cognitions

Question 44

"I really like my iPhone" is an example of which component of attitude?

A) utilitarian
B) affect
C) behavior
D) hedonic
E) emotional

Question 45

Source credibility consists of three elements: expertise, trustworthiness, and attractiveness.

Question 46

Consumers don't like to pay for automobile insurance, but they know that they can be fined heavily if stopped by the police and they don't have proof of insurance. Therefore, their attitude toward insurance is based on the belief that it will eliminate the punishment they could incur if they don't have insurance. According to the functional theory of attitudes, which function does this attitude toward insurance perform?

A) knowledge function
B) utilitarian function
C) ego-defensive function
D) simplicity function
E) value-expressive function

Question 47

Message effects is a term used to describe how the appeal of a message and its construction affect persuasion.

Question 48

Which function of attitudes is based on the concept of reward and punishment?

A) utilitarian function
B) ego-defensive function
C) knowledge function
D) reinforcement function
E) affective function

Question 49

According to social judgment theory, a consumer's latitude of acceptance and latitude of rejection around his or her initial attitude will determine whether a message will change his or her attitude.

Question 50

"I always buy Honda automobiles" is an example of which component of attitude?

A) affective
B) cognitive
C) behavior
D) utilitarian
E) hedonic

Question 51

Noise in the basic communication model represents the audible sound in the environment that disrupts the communication process.

Question 52

The matchup hypothesis states that a source feature is most effective when it is matched with relevant products.

Question 53

_____ are relatively enduring overall evaluations of objects, products, services, issues, or people.

A) Beliefs
B) Attitudes
C) Cognitions
D) Intentions
E) Support arguments

Question 54

"Volvo's are safe automobiles" is an example of which component of attitude?

A) utilitarian
B) affective
C) behavior
D) cognitive
E) practical

Question 55

Highly explicit sexual content in advertisements effectively focuses attention on the product advertised.

Question 56

According to social judgment theory, when an incoming message falls within the latitude of acceptance, internalization occurs.

Question 57

According to the functional theory of attitudes, attitudes perform all of the following functions EXCEPT _____.

A) utilitarian function
B) ego-defensive function
C) knowledge function
D) value-expressive function
E) hedonic function

Question 58

When material presented later in the message has the most impact, a latency effect is said to occur.

Question 59

People who live in the south sometimes make fun of those living in other parts of the country. Community Coffee, a regional coffee brand made in Louisiana, played on these beliefs by having a lady at the end of the commercial saying in a sweet southern accent, "You gotta be a Yankee if you don't like Community Coffee." This overall evaluation southerners have of northerners represents their _____ toward northerners.

A) conation
B) schemata
C) value-expressiveness
D) attitude
E) latitude of rejection

Question 60

Research suggests that high levels of fear are most effective in changing consumers' attitudes.

Question 61

All of the following are elements of the attitude-toward-the-object (ATO) model EXCEPT _____.

A) a consumer's perception of what other people think they should do
B) beliefs about salient attributes that a consumer thinks the product should possess
C) strength of the belief that a certain brand has the feature
D) evaluation of the attribute
E) all of these choices are elements of the ATO model

Question 62

The ATO approach is known as a _____, meaning attitudes are formed holistically across a number of attributes with poor ratings on one attribute being compensated for by higher ratings on another attribute.

A) holistic model
B) noncompensatory model
C) compensatory model
D) hierarchical model
E) subjective model

Question 63

Which approach to attitudes suggests that affect, behavior, and cognitions form in a sequential order?

A) sequential approach
B) hierarchy of effects approach
C) attitude laddering approach
D) build-up approach
E) elaboration likelihood approach

Question 64

Which of the following is the correct sequence in the low-involvement hierarchy?

A) belief-affect-behavior
B) belief-behavior-affect
C) affect-behavior-belief
D) behavior-affect-belief
E) behavior-belief-affect

Question 65

According to the functional theory of attitudes, which function of consumer attitudes works as a defensive mechanism for consumers?

A) utilitarian function
B) value-expressive function
C) ego-defensive function
D) personal function
E) shielding function

Question 66

Meghan is deciding among three different brands of televisions to purchase. She's identified four attributes that are important to her: price, warranty, number of HDMI inputs, and picture quality. Picture quality and price are the most important attributes to her, followed by HDMI inputs and warranty. She then rated how she thought each if the three brands performed on those attributes. Since Meghan is a marketing professor, she actually calculated a score for each brand that represents her attitude toward that specific brand. Which model is Meghan applying to determine her attitude toward each brand?

A) balance model
B) elaboration likelihood model
C) behavioral intention model
D) multiplicative model of attitude (MMA)
E) attitude-toward-the-object (ATO) model

Question 67

Researchers have noted that all of the following are factors that weaken the attitude-behavior relationship EXCEPT _____.

A) length of time between attitude measurement and overt behavior
B) specificity with which attitudes are measured
C) consumers' gender
D) environmental pressures
E) impulse buying situations

Question 68

All of the following are hierarchies in the hierarchy of effects approach to attitudes EXCEPT _____.

A) high-involvement hierarchy
B) low-involvement hierarchy
C) value-expressive hierarchy
D) experiential hierarchy
E) behavioral influence hierarchy

Question 69

When deciding which college or university to attend, most students take into account what they think other people, such as their family and friends, think about which school they should attend. For example, a student might believe that his parents want him to attend the school they went to, so he considers that in his decision. Which model has a component that assesses the consumer's perceptions of what other people think they should do in addition to their own attitude toward specific schools?

A) attitude-toward-the-object model
B) hierarchical model
C) social judgment model
D) behavioral intentions model
E) elaboration likelihood model

Question 70

Ken is purchasing a new computer for his family. To make this purchase, he learns as much as he can understand about computers and decides which one he likes based on that information. Only then will he actually purchase a computer. According to the hierarchy of effects approach to attitudes, which hierarchy best describes Ken's actions?

A) behavioral influence
B) high involvement
C) utilitarian
D) knowledge
E) experiential

Question 71

The value-expressive function of attitudes _____.

A) allows consumers to simplify their decision-making processes
B) enables a consumer to express his or her core values, self-concept, and beliefs to others
C) works as a defense mechanism for consumers to avoid facts or defend themselves from their own low self-concept
D) is more powerful in enhancing a consumer's self-esteem than the ego-defensive function of attitudes
E) is more prevalent in low-involvement situations

Question 72

Which attitude model expands upon the behavioral intentions model by including a perceived control component that assesses the difficulty involved in performing the behavior and the extent to which the consumer perceives that he or she is in control of the product selection?

A) theory of planned action
B) theory of self-efficacy
C) attitude-toward-the-object model
D) elaboration likelihood theory
E) ego-defensive model

Question 73

Which hierarchy best explains impulse purchases?

A) high involvement
B) low involvement
C) experiential
D) behavioral
E) attitudinal

Question 74

Which of the following is the correct sequence in the high-involvement hierarchy?

A) belief-affect-behavior
B) belief-behavior-affect
C) affect-behavior-belief
D) behavior-affect-belief
E) behavior-belief-affect

Question 75

Ryan has a "Free Tibet" bumper sticker on his car because he feels so strongly about this issue. Which function of attitudes does this represent?

A) utilitarian function
B) political function
C) knowledge function
D) value-expressive function
E) ego-defensive function

Question 76

Laurie has owned several Honda automobiles, so when she decided to purchase a new car for her daughter, her attitude toward Honda made the decision easy - buy a Honda! According to the functional theory of attitudes, this function of attitude is best described as an example of the _____ function of attitude.

A) consistency
B) behavior
C) affect
D) ego-defensive
E) knowledge

Question 77

Maria likes brands of clothing and other products that enhance her self-image. Which function of attitudes does this represent?

A) ego-defensive function
B) hedonic function
C) utilitarian function
D) affective function
E) self-actualization function

Question 78

Tracking changes in consumer attitudes over time is referred to as _____.

A) marketing audit
B) affect monitoring
C) attitude tracking
D) planned monitoring
E) proactive assessment

Question 79

Which function of attitudes allows consumers to simplify their decision-making processes?

A) utilitarian function
B) ego-defensive function
C) knowledge function
D) simplicity function
E) value-expressive function

Question 80

Which model assesses a consumer's perceptions of what other people think they should do?

A) attitude-toward-the-object (ATO) model
B) hierarchical model
C) balance theory
D) elaboration likelihood model
E) behavioral intentions model