Deck 7: Attitudes

Question 1

Describe what Katz means by the term "value-expressive function."

Answer 1

The functional theory of attitudes was initially developed by psychologist Daniel Katz to explain how attitudes facilitate social behaviour. According to this pragmatic approach,attitudes exist because they serve some function for the person; that is,they are determined by a person's motives. Consumers who expect that they will need to deal with similar information at a future time will be more likely to start forming attitudes in anticipation of this event.
Attitudes that perform a value-expressive function express the consumer's central values or self-concept. A person forms a product attitude not because of its objective benefits,but because of what the product says about him or her as a person ("What sort of man rides a Harley?"). Value-expressive attitudes are highly relevant to lifestyle analyses,where consumers cultivate a cluster of activities,interests,and opinions to express a particular social identity.

Question 2

According to the functional theory of attitudes,attitudes are determined by a person's motives.

Answer 2

True

Question 3

A teenager sassed his father. The father looked at his teenage son and remarked,"I don't like your attitude." How is this use of the term attitude both similar and dissimilar to how the term is utilized in studying consumer behaviours?

Answer 3

An attitude is a lasting,general evaluation of people toward an attitude object.
- The common usage of attitude is very close to how it is thought of in scientific studies of consumer behaviour. The teenager's attitude resulted from a general evaluation of his father or of a certain event that provoked the verbal exchange.
- The teenager's behaviour probably resulted from a temporary situation. His true attitudes probably would not create this negative interaction. The father may also have mistakenly utilized the term in that he may not have realized that multiple attitudes can exist which do not have to be logically consistent with each other. His son probably has many attitudes.

Question 4

Ruby believes that ice cream is fattening and therefore tries to avoid the temptation of eating it. Which of the following best describes the relationship between Ruby and ice cream?

A) The ice cream is purely a product (P₁).
B) The ice cream is a fantasy (F₁) for Ruby.
C) The ice cream is an attitude object (Aₒ) because of Ruby's feelings toward the product.
D) Ruby would likely have a positive attitude toward an advertisement (Aₐd) that showed someone eating ice cream.

Question 5

Describe what Katz means by the term "knowledge function."

Question 6

Craig complained to his friend Jess that a class was too hard and he believed that the teacher was not being fair with his grading standards. Jess replied,"Craig,you really have an attitude problem." What is the relationship between the manner in which the term attitude is used in common conversation and the how it is defined in consumer behaviour?

A) There is no relationship. Common usage is not the same as attitudes as seen by the researchers who study consumer behaviour.
B) The term attitude is widely used in popular culture in much the same way it is used in studying consumer behaviour.
C) They are different in that popular culture does not recognize that attitudes are temporary. Otherwise the usage is the same.
D) They are similar except that popular culture assumes that attitudes are related to beliefs, and research scientists have shown that there is no such relationship.

Question 7

What does Katz mean by the "utilitarian function?"

Question 8

Which of the following attitude functions is highly relevant to lifestyle analyses?

A) utilitarian function
B) value-expressive function
C) motivation function
D) ego-defensive function

Question 9

Julia's favourite magazines are Vogue and Harper's Bazaar; she loves French food,travel,and social media. Which attitude function describes her motives?

A) utilitarian function
B) value-expressive function
C) motivation function
D) ego-defensive function

Question 10

A lasting,general evaluation of people (including oneself),objects,and issues is a(n):

A) opinion.
B) impression.
C) attitude.
D) value.

Question 11

According to the functional theory of attitudes,the ________ function is addressed by ads that stress straightforward product benefits.

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

Question 12

Janet will only drink Earl Grey tea. This tea is her attitude object.

Question 13

A cola drink is preferred by a segment of cola drinkers,but the same segment almost always picks another cola brand in blind taste tests. The attitude formation for this product reflects the value-expressive function more than the utilitarian function.

Question 14

A primary application of functional theory to the strategic positioning of products is:

A) that everybody uses functional theory for decision making.
B) in many cases, a particular function will dominate a consumer's need.
C) that functional theory is more valid and reliable as a predictor of consumer needs than other models.
D) harmful to the development of favourable product associations.

Question 15

Describe the functional theory of attitudes.

Question 16

Which of the following best expresses what marketers mean by attitude?

A) how hard Jane will work to obtain a goal
B) the preference that Sam holds for Chinese food over Mexican food
C) how fast Kim learns to find her way around a new neighbourhood
D) the unease that Kyle feels every time he is forced to stay in a small confined space

Question 17

Describe what Katz means by the term "ego-defensive function."

Question 18

If Lana wears red,flashy dresses because it says something about her lifestyle,then Lana is exhibiting the ego-defensive function of attitudes.

Question 19

The functional theory of attitudes was initially developed by:

A) Maslow.
B) Jung.
C) Fishbein.
D) Katz.

Question 20

Sarah sees an ad for a popular deodorant. In the ad,a young girl is embarrassed on prom night because of a perspiration stain on her pink prom dress. The punch line of the ad says,"Is yours strong enough when you really need it?" Sarah thinks about the brand she uses,an upcoming date with a new guy,and decides to switch to the advertised brand. Which of the following attitude functions most closely matches the decision made by Sarah?

A) anxiety
B) utilitarian
C) knowledge
D) ego-defensive

Question 21

Jeannette sought out lots of information,considered information carefully,and arrived at a thoughtful decision about her new home theatre system. The hierarchy exhibited here is:

A) Zajonc's.
B) low involvement.
C) sensory selection.
D) high involvement.

Question 22

The concept that attempts to explain the relative impact of the three components of an attitude and the sequence of steps occurring en route to the formation of an attitude is called:

A) ratio-explanation hypothesis.
B) hierarchy of effects.
C) attitude-belief hypothesis.
D) mood-congruence effects.

Question 23

Most researchers agree that an attitude is made up of ________ components.

A) two
B) three
C) four
D) five

Question 24

Affect refers to the way consumers feel about an attitude object.

Question 25

Simi is never quite sure which brand of gum to buy. She tries some,likes some,and rejects some. However,through a process of behavioural learning she does remember those brands that taste good and make her mouth feel fresh. The problem is that she cannot often remember the brands that are not so good and repeats purchasing mistakes. "Oh well," says Simi,"gum buying is not that big of a deal anyway." Which of the following hierarchies would most appropriately describe Simi's situation?

A) experiential hierarchy
B) low-involvement hierarchy
C) habit hierarchy
D) cognitive hierarchy

Question 26

Josephine is a consumer who will form her attitude about her microwave using the low-involvement hierarchy of effects. What are the ramifications for an appliance company that deals with Josephine? What should they do about this type of customer?

Question 27

Are cognition and affect two separate elements of attitudes? Affective responses do not always require prior cognitions according to the position taken by the:

A) cognitive-affect model.
B) experiential model.
C) independence hypothesis.
D) imbalanced-attribute hypothesis.

Question 28

Jan went to pick up some breath mints at the local convenience store on the way home for work. There was an eye-catching point-of-purchase display for a new flavour of mints on the market. She grabbed a box and went to the cash register. Afterward,she thought they tasted fine. Which of the following schematics best represents Jan's hierarchy of effects?

A) affect → behaviour → cognition
B) behaviour → affect → cognition
C) cognition → affect → behaviour
D) cognition → behaviour → affect

Question 29

Acme Company knows its product has little brand loyalty,and customers don't have a strong preference for its product or the competitor's. To develop a positive attitude in the market,Acme should concentrate first on the ________ their product.

A) emotional aspects of
B) informational process related to
C) hedonic consumption of
D) behavioural learnings generated by

Question 30

Behaviour,in the ABC model of attitudes,involves what a person actually does,not what he intends to do with regard to an attitude object.

Question 31

Research has shown that at least three emotional dimensions have been identified in commercials. Two of these emotional dimensions are pleasure and arousal. What is the third emotional dimension?

A) pride
B) serenity
C) surprise
D) intimidation

Question 32

Jason believes that dressing formally (e.g.,wearing a coat and tie)marks him as a man who is "dressed for success"; therefore,Jason dresses formally even in class or for casual occasions. Jason is basing this decision on the cognition part of the ABC model of attitudes.

Question 33

Coca-Cola's campaign "open happiness" is attempting to utilize ________ by using smiling people drinking the product,and even having the brand name form a smile within the advertisement.

A) positive reinforcement
B) individualism
C) desire effect
D) emotional contagion

Question 34

Bonnie is a wine connoisseur. She has spent a lot of time studying the various wines,visiting vineyards,and perfecting her palate. Her attitude can be described as being based on:

A) cognitive consistency.
B) cognitive information processing.
C) experiential hierarchy of effects.
D) hedonic consumption.

Question 35

Bill is watching a television show. When an advertisement comes on,he has a predisposition to respond to that advertisement in a favourable or unfavourable manner. This predisposition is referred to as a(n):

A) advertisement potential.
B) attitude toward the advertisement.
C) promotional probability.
D) promotional influence.

Question 36

Marketing managers often reject the concept of low involvement by consumers in processing product or brand information because:

A) it implies that much of marketing communications would be wasted effort.
B) their bosses would fire them on the spot if they thought so.
C) the billions spent on advertising can't be wrong.
D) the proof is that consumers do buy their companies' brands.

Question 37

High involvement with a product decision is more likely to lead to brand loyalty than low involvement.

Question 38

Zajonc's hierarchy of effects model involves:

A) cognition → affect → behaviour
B) behaviour → affect → cognition
C) affect → behaviour → beliefs
D) cognition → behaviour → affect

Question 39

A marketing message is a special type of an attitude object.

Question 40

Most researchers agree that an attitude has three components. In the ABC model of attitudes,they are:

A) attitude, behaviour, conscience.
B) affect, behaviour, cognition.
C) affect, behaviour, conscience.
D) attitude, belief, cognition.

Question 41

Describe the three levels of involvement affecting consumer commitment to an attitude.

Question 42

Molson's Ale depicts one male getting turned down for a date because an attractive female notices that he drinks a brand that is NOT Molson. Shortly after,she accepts a date from a male drinking Molson beer. Molson is trying to get consumers to:

A) be more assertive in product selection.
B) imitate the behaviour of successful models.
C) choose based on subliminal perception.
D) reject competitors based on selective learning.

Question 43

How strongly or weakly a consumer is committed to a specific attitude relates to the level of involvement she has with the attitude object. Describe the strength of commitment involved in each of the levels.

Question 44

Describe the ABC model of attitudes.

Question 45

Cindy is watching a television advertisement. The only elements that will influence Cindy's attitude toward the advertisement are her attitude toward the advertiser and the mood evoked by the ad.

Question 46

List some of the types of feelings that can be generated in commercials.

Question 47

One way we maintain cognitive consistency is by inferring that we must have liked a product (have a positive attitude)because we bought it. This is a key feature of which theory?

A) looking glass
B) objective self-awareness
C) self-perception
D) role playing

Question 48

Which of the following statements displace the attempt to form an attitude through instrumental conditioning?

A) Buckley's "It tastes awful. And it works."
B) The Meow Mix jingle "meow, meow, meow, meow,..."
C) "Redbull Gives You Wings."
D) McDonalds "You deserve a break today" jingle.

Question 49

Roger was really angry years ago when Coca-Cola attempted to switch from its older formula to New Coke. He wrote letters to Coca-Cola,talked to friends,called the local bottler,attempted to hoard "old Coke," and complained to the local grocery store manager. In this example,which level of commitment is being displayed?

A) compliance
B) identification
C) information acquisition
D) internalization

Question 50

Cecilia has just purchased a new Jetta for $25000 and is told that she has received a "super deal." A few days later she is surfing the Internet and comes across the same Jetta for $2000 less from a dealership only 100 miles away. Chances are that she will fairly quickly experience variables put forth by the theory of:

A) anger-frustration.
B) avoidance-acceptance.
C) cognitive dissonance.
D) Jungian possession.

Question 51

Describe what is meant by the "experiential hierarchy of effects."

Question 52

How strongly consumers hold an attitude toward an object is usually related to:

A) their level of involvement with the attitude object.
B) the available income they have in relation to the cost of the desired object.
C) their belief in the objective value of the attitude object.
D) the number of positive attributes the object has.

Question 53

The attention-catching ad for the newly launched healthy cereal from a well-respected food company is repeated numerous times on Ron's favourite sports program. Ron's Aₐd should be positive.

Question 54

John has a low involvement relationship with the bathroom tissue he buys. What can the manufacturer do to appeal to John?

Question 55

Bethany has done a lot of research into which brand of dishwasher to purchase. After weighing the various pros and cons of the brands,she makes her choice. What type of involvement has Bethany displayed and what effect is it likely to have on her relationship with the dishwasher?

Question 56

A person may eat Snickers candy bars because this is the brand that all his friends eat and he doesn't want to upset his friends. This would be an example of which kind of attitude involvement,based on degree of commitment?

A) compliance
B) internalization
C) information acquisition
D) identification

Question 57

Harmonious feelings among your thoughts,feelings,and behaviours is the underlying principle of:

A) agreeable circumstances.
B) selective construction.
C) attitude constructs.
D) cognitive consistency.

Question 58

In an experiment,two groups were asked to drink the same brand of fruit juice. One group was simply asked politely to try the drink. The second group was tricked into drinking the juice. Suppose that,on average,the second group liked the juice more than the first. How could the theory of cognitive dissonance be used to explain these results?

A) It may violate a person's sense of consistency to be tricked; therefore members of the second group concluded that they really drank the juice because it tasted good.
B) It may violate a person's self-esteem to be tricked; consequently the juice was liked more because the respondents had paid a higher psychological price.
C) People who were asked politely would have more anticipation and more expectations of the juice than the other group. These pre-tasting conditions were harder to meet than when people were simply tricked into tasting the juice.
D) It created a larger sense of cognitive dissonance in the first group because they agree to taste the juice simply by being asked. They expressed their subconscious displeasure by rating the drink more negatively than the second group.

Question 59

When consumers change their behaviour or form attitudes intended to increase their similarity to another person or to a group,the level of commitment to that attitude is said to result from:

A) internalization.
B) identification.
C) socialization.
D) compliance.

Question 60

All consumers commit to an attitude similarly,once the commitment is made.

Question 61

What is cognitive dissonance?

Question 62

Explain and illustrate the concept of post-purchase dissonance with an example.

Question 63

Mary has always had a good relationship with her mother. At the university,she met a friend whom she grew very fond of. Mary brought her new friend home to visit her family. Mary's mother really disliked her new friend. According to the balance theory,what will Mary be motivated to do?

A) Mary will assimilate her mother's feelings, thereby understanding her mother without changing her attitude toward her or her new friend.
B) Mary will begin to believe her own judgment is flawed and compensate by persuading herself that she really does make good judgments in her relationships.
C) Mary will notice how her own behaviour was influenced by her mother and conclude that she really likes her friend better than she at first believed.
D) Mary will try to get her mother to change her attitude. If that is unsuccessful Mary will change her attitude toward her mother, or toward her new friend.

Question 64

When celebrity endorser Cybill Shepherd confessed that she did not eat red meat,even though she had been doing promotions for the beef industry,she was replaced as an endorser. According to balance theory,this endorsement backfired because:

A) consumers believed that eating fish or chicken was better for them than eating beef.
B) the star-product unit relation was questioned.
C) beef had been a positively-valued attitude object.
D) Cybill Shepherd herself was found not be popular with the target group.

Question 65

Karen is in favour of designated driver systems. When she makes plans to go out with friends and sees a commercial for a company that will drive your car home for you she is likely to respond favourably. According to social judgement theory,what is happening here?

Question 66

In balance theory,a unit relation occurs when two elements of a triad are linked because a person has expressed a preference (or dislike)for the third.

Question 67

Morris is considering joining the Marine Corps. However,he knows the corps has changed since his father joined. The participation of women in the Marine Corps is a new idea that Morris will have to think about. He realizes that to join the corps he will have to accept this idea. Morris's situation is an example of social judgment theory in action.

Question 68

Some workers calling to raise money for a charity will purposely ask for more money than the person on the phone is willing to give. They then ask for the lower,but normal,contribution. The charity workers are attempting to create cognitive dissonance to their own advantage.

Question 69

Which of the following statements about balance theory is correct?

A) It takes three triads to form a complete attitude.
B) A unit relation is part of a sentiment relation.
C) A sentiment relation occurs where two elements are linked.
D) Each triad consists of perception of an object, attitude to an object, and attitude to a person.

Question 70

Rather than selling someone on the price of a $150000 Mercedes Benz right off the bat,marketers find that getting agreement on a variable like colour or styling first helps. This relates to the ________ technique.

A) foot-in-the-door
B) cognitive association
C) brand strengthening
D) frame of reference

Question 71

It is impossible for a person to hold two contradictory attitudes toward the same object.

Question 72

Andy Wilcox was running for mayor. His campaign manager asked people to put a small pro-Wilcox sign in their yard. Later the manager called the same people and asked if a larger sign could be placed in their yards. He was seldom turned down. This is an example of the foot-in-the-door technique.

Question 73

A well-known actor is used in an ad to create a positive sentiment for a newly-launched innovative moisturizing cream. This is an example of the marketing application of which theory?

A) cognitive dissonance
B) social judgment
C) balance
D) self-perception

Question 74

We grant a certain latitude toward acceptance or rejection of new ideas about an object for which we already hold an opinion. The tendency to characterize ideas falling in the area of rejection as farther from our position than they actually are results in a(n)________ effect.

A) assimilation
B) contrast
C) distortion
D) dissonance

Question 75

According to the balance theory of attitudes,when two elements are linked because someone has expressed a preference,either positive or negative,for the third,a(n)________ exists.

A) triad
B) sentiment relation
C) unit relation
D) frame of reference

Question 76

Describe the foot-in-the-door technique and give a brief example.

Question 77

In the ABC model of attitudes,is it possible to have a hierarchy that begins with behaviour? Why?

A) No. Behaviour must have a cause, which could be either a belief or an effect.
B) No. All known hierarchies begin with emotional or cognitive functions.
C) Yes. According to balance theory, it is possible for a person to simply react first.
D) Yes. Sometimes people simply do things and use the self-perception theory to explain it after the fact.

Question 78

According to the balance theory of attitudes,one element is seen somehow as belonging to or being part of another element in a(n):

A) triad.
B) unit relation.
C) sentiment relation.
D) associative relation.

Question 79

After an automobile purchase,there is a good chance that buyers will come across some information (better price somewhere; competitor superiority)that will conflict with their purchase. Knowing this,marketers should:

A) if customers call, immediately refund their purchase.
B) avoid customers, and let their emotions settle down.
C) call customers with additional information to support purchase.
D) send customers to an information website.

Question 80

Sally considered herself to be relatively liberal in her political and social views. Her best friend introduced her to an environmental activist group. At the first meeting she attended,Sally agreed with everything that was presented and decided to join at the second meeting. At the second meeting,however,a group member presented an argument that Sally thought was "extreme." Sally later told her friend that she could never join this group because their ideas were "crazy." Which theory would best explain Sally's change of attitude?

A) theory of cognitive dissonance
B) social judgment theory
C) balance theory
D) self-perception theory