Deck 6: Attitudes and Intentions

Question 1

Which of the following purchases are least likely to be affected by subjective norm (SN)considerations?

A) Jewelry
B) Automobiles
C) Clothing
D) Cold remedies
E) Homes

Answer 1

D

Question 2

The best indicator of immediate consumer behavior is:

A) purchase intention.
B) overall attitude.
C) salient attitude.
D) motive content.
E) consumer attitude towards engaging in that behavior.

Answer 2

A

Question 3

Which of the following are used to monitor consumers' brand attitudes over time?

A) Advertising
B) Aggressive public relations
C) A heavy internet presence
D) Tracking studies
E) Humorous promotions

Answer 3

D

Question 4

The theory of reasoned action proposes that a negative attitude towards an object and _____ combine to affect behavioral intentions (BI)and that their relative influence varies from situation to situation.

A) a subjective norm (SN) regarding whether other people want the consumer to engage in that behavior
B) a specific behavior
C) a motivating factor
D) a positive attitude towards an object.
E) the consumer's purchasing intention

Question 5

The strategy of making an existing favorable belief more salient generally relies upon making an attribute appear:

A) less costly.
B) more self-relevant.
C) less risky.
D) more likely to occur.
E) less likely to occur.

Question 6

The key assumption in Fishbein's multiattribute attitude model is that:

A) attitudes create salient beliefs.
B) evaluations of salient beliefs cause overall attitudes.
C) salient beliefs are uniform and stable.
D) consumers engage in attitudinal calculus prior to purchase.
E) consumers are totally rational decision-makers.

Question 7

Which of the following is needed to create a favorable consumer-brand relationship?

A) A positive brand attitude, based on favorable meanings and beliefs that are accessible in memory.
B) A positive brand attitude, a dedicated sales team, and a substantial marketing budget.
C) A loyal customer base, a dedicated marketing team, and a positive brand attitude.
D) An attractive marketing message, effective customer management policies, and a loyal customer base.
E) An attractive marketing message, a positive brand attitude, and effective customer management policies.

Question 8

Generally,the relationship between the attitude towards an object and a specific single behavior is shown to be:

A) direct.
B) weak.
C) of high predictive value.
D) inverse.
E) very strong.

Question 9

Behaviors are all of the following EXCEPT:

A) specific actions directed at some target.
B) occur in a situational context.
C) occur in an environment.
D) occur in a time frame.
E) occur randomly.

Question 10

Products that are heavily influenced by subjective norms (SN)factors are likely to emphasize the approval of all of the following EXCEPT:

A) friends.
B) legislative bodies.
C) social class.
D) coworkers.
E) family.

Question 11

The most common approach to attitudinal change is:

A) improving the evaluation of a strongly held belief.
B) enhancing strength of an existing positive belief.
C) improving evaluations of a strongly held belief.
D) making an existing favorable belief more salient.
E) adding a new salient belief.

Question 12

Which of the following represents the lowest level of specificity?

A) Product form
B) Brand
C) Model
D) Product class
E) Brand/model general situation

Question 13

Attitude concepts should be measured:

A) at the lowest level of specificity to mirror the mass audience.
B) at the level of specificity most appropriate to the problem.
C) at the highest level of specificity possible.
D) only at the brand level.
E) at the least predictable level of specificity.

Question 14

Activated beliefs are described as:

A) selective exposure.
B) attitudes.
C) purchase intentions.
D) prominent stimuli.
E) salient beliefs.

Question 15

The theory of reasoned action considers the influence of other people upon the consumer's actions in which of the following terms?

A) B
B) BI
C) Aₐct
D) SN
E) w₁

Question 16

In which of the following situations is the relationship between measured behavioral intentions and observed behavior likely to be weak?

A) The measured intention and the observed behavior are specified at the same level
B) Behaviors have a high degree of voluntary control
C) Intentions are highly stable
D) Consumers receive a substantial amount of new information
E) The situational context is constant

Question 17

The strength of a consumer's product/brand beliefs is most heavily influenced by:

A) personal experience.
B) advertising.
C) public relations.
D) favorable word-of-mouth.
E) recommendations by private/governmental organizations.

Question 18

The personal relevance of a concept is analyzed for positive or negative consequences by the:

A) cognitive process.
B) integration process.
C) affective process.
D) SN process.
E) behavioral process.

Question 19

Attitude is best defined as:

A) the overall evaluation of a concept.
B) the consumer's purchase intentions.
C) a means-end chain.
D) a collection of factual data.
E) a manipulative tool.

Question 20

The degree of favorable perception of a particular attribute by a customer is known as:

A) probable association.
B) perceived association.
C) accessible beliefs.
D) belief evaluation.
E) association bonding.

Question 21

Consumers can have attitudes towards their past actions and future behaviors.

Question 22

Multiattribute model often reveals differences in salient attributes across market segments.

Question 23

Having a generally favorable attitude toward a product means the consumer will perform every possible favorable behavior regarding that product.

Question 24

Brand represents the highest level of specificity.

Question 25

Attitudes at one level of specificity are consistently related to attitudes at other levels.

Question 26

A firm may acquire brand equity by building it,borrowing it,or buying it.

Question 27

It is difficult to accurately predict behavior from beliefs,attitudes,and intentions for situations characterized by low levels of knowledge/involvement.

Question 28

The affective system automatically produces emotions.

Question 29

The accessibility of an attitude is affected by an absence of cues.

Question 30

Behavioral intention is a proposition which connects the self with a future action.

Question 31

Consumers' evaluations of salient attributes are not necessarily fixed over time but are
constant across different situations.

Question 32

Belief strength may be increased by offering free product samples.

Question 33

Marketers tend to be more concerned about consumers' covert behavior.

Question 34

In Fishbein's multiattribute model,overall attitudes are the result of the strengths of the salient beliefs associated with a stimulus object and the evaluations of those beliefs.

Question 35

The Fishbein multiattribute attitude model claims that consumers add up the products of belief strength and evaluation when forming attitudes toward objects.

Question 36

Salient beliefs do not change over time.

Question 37

A new means-end chain must be constructed in order to change the evaluative aspect of an existing strongly held belief.

Question 38

Emotions when activated at a particular time and in a specific context are responsible for creating a person's attitude toward an object.

Question 39

The major factor that reduces the predictive accuracy of a consumer's measured intention is time.

Question 40

The subjective or social norm (SN)component reflects consumers' perceptions of what other people want them to do.

Question 41

Companies can _____ brand equity by extending a positive brand name to other products.

Question 42

What are the four attitude-change strategies?

Question 43

A company can _____ brand equity by purchasing brands that already have equity.

Question 44

Marketers often employ _____ in an effort to prime the accessibility of attitudes that are relevant to their strategies.

Question 45

The _____ of consumer decision making shows that an overall evaluation is formed when consumers integrate (combine)knowledge,meanings,or beliefs about the attitude concept.

Question 46

Briefly describe the Fishbein multiattribute attitude model.

Question 47

What is an attitude? Why are marketers interested in attitudes?

Question 48

Briefly describe/critique the theory of reasoned action.

Question 49

Briefly describe the basic assumptions,applications,and limitations of the multiattribute attitude model.

Question 50

A major key to understanding consumer attitudes is to identify the set of _____ that created them.

Question 51

Briefly describe the factors that reduce or weaken the relationship between measured behavioral intentions and observed behavior.

Question 52

_____ are created through a choice/decision process in which beliefs about two types of consequences are considered and integrated to evaluate alternative behaviors and select among them.

Question 53

_____ concerns the value of the brand to the marketer and to the consumer.

Question 54

The theory of _____ is called so because it assumes that consumers consciously consider the consequences of the alternative behaviors under consideration and choose the one that leads to the most desirable consequences.

Question 55

What is brand equity? Briefly evaluate the methods of building brand equity.

Question 56

What are salient beliefs? Briefly explain how it is important to marketers?

Question 57

Briefly describe the components of Fishbein's multiattribute model.

Question 58

Consumers who possess complete _____ of product knowledge could activate beliefs about the product's attributes,its functional consequences,or the values achieved through using it.

Question 59

How does the consumer's attitude toward a behavior or action (A ₐct)and the subjective norm (SN)component influence marketing strategy?

Question 60

_____ is the perceived probability of association between an object and its relevant attributes.