Deck 7: Attitudes

Question 1

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

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

Answer 1

B

Question 2

All of the following,EXCEPT,________ are attitude functions.

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

Answer 2

C

Question 3

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

Answer 3

B

Question 4

Julia's favourite magazines are Vogue and Harper's Bazaar,she loves French food,and is anti-abortion.Which attitude function describes her motives?

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

Question 5

The functional theory of attitudes was initially developed by:

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

Question 6

According to the ABC model of attitudes,the relationships among knowing,feeling,and doing are combined in different ways en route to the formation of an attitude.In contrast to the confident way Nancy ordered,Jan,an occasional drinker,ordered her drink by saying,"Oh,I don't really care,I guess your house white wine will be 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 7

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

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

Question 8

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 cheer
D) promotional influence

Question 9

According to the functional theory of attitudes,the ________ function is addressed by ads that stress straightforward product benefits ("Drink Diet Coke 'just for the taste of it'").

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

Question 10

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

A) that everybody uses functional theory for decision making.
B) in most cases, that 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 11

Jeannette seeks out lots of information,considers information carefully,and arrives at a thoughtful decision about a home theatre system.The hierarchy exhibited here is:

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

Question 12

Coke is attempting to combat erosion of the cola market by using phrases such as "unique taste sensation." They are attempting to appeal to consumers':

A) prestige hierarchy
B) individualism
C) desire effect
D) emotional reactions

Question 13

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 14

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 15

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 16

Bonnie is a wine connoisseur.She has spent a lot of time studying the various wines,visiting vineyards,and tasting various vintages.Her attitude can be described as:

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

Question 17

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 18

Zajonc's hierarchy of effects model involves:

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

Question 19

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 ________ their product.

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

Question 20

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 21

Cecilia has just purchased a new Jetta for $25 000 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 22

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 23

All of the following are true about balance theory,EXCEPT:

A) the attitude structures are called triads.
B) it assumes the triad desires balance.
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 24

In an experiment,two groups drank 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 25

We grant a certain latitude towards 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/an ________ effect.

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

Question 26

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 27

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 28

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 29

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 30

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 the group.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

Question 31

Which of these statements about the way in which attitudes can form or be learned is NOT true?

A) Pairing an object (brand name) repeatedly with a catchy jingle is effective.
B) A brand name can elicit its own attitude.
C) The process is the same no matter what the product or ad.
D) Learning an attitude can be the outcome of a complex cognitive process.

Question 32

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) social connection
C) influence
D) intimidation

Question 33

Many attempts to correlate reported attitude toward something with actual behaviour have found:

A) people cannot be trusted.
B) saying something and actually doing can be very different.
C) when people say something, they generally do it.
D) there is a high correlation between the two.

Question 34

A person may eat Snickers candy bars because this is the brand that all his friends eat and he doesn't want to rock the boat.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 35

Molson's Ale depicts one male getting turned down for a date because an attractive female notices that he drinks another brand.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 36

Rather than selling someone on the price of a $150 000 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 37

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 38

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/an ________ exists.

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

Question 39

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 40

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

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

Question 41

Social pressure theory indicates:

A) people are inconsistent but stable emotionally.
B) people rarely tell the truth.
C) groups are not effective for strategic decision making.
D) others' preferences may win out over individuals' preferences.

Question 42

Ben wanted to use the Fishbein model to measure attitudes toward a professional hockey team.What would Ben have to do first to use this model?

A) Determine what salient beliefs people had toward professional hockey teams.
B) Determine the important attributes that would pertain to a professional hockey team.
C) Determine first what attitudes customers had toward the professional hockey team.
D) Determine whether some fans were more loyal than others.

Question 43

The three components of the Fishbein model are:

A) notable beliefs, object-attribute linkages, evaluation.
B) salient beliefs, object-attribute linkages, evaluation.
C) attributes, beliefs, importance weights.
D) characteristics, beliefs, importance weights.

Question 44

Simi Ghandi 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 often 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 45

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 neighborhood
D) the unease that Kyle feels every time he is forced to stay in a small confined space

Question 46

A/An ________ implies that a consumer's attitude toward a product can be predicted by identifying the specific beliefs s/he holds about the several product attributes and combining them into one overall measure of the consumer's attitude.

A) product forecasting model
B) hierarchy of effects model
C) integrated-beliefs model
D) multi-attribute attitude model

Question 47

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) She 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 48

Multi-attribute attitude models specify three elements,which are:

A) attitudes, values, beliefs.
B) values, behaviours, attributes.
C) beliefs, importance weights, values.
D) attributes, beliefs, importance weights.

Question 49

A research firm was using Fishbein's model to measure attitudes,but found that the predictions of the model were insufficient to explain the behaviour of its client's customers.The firm decided to try the extended Fishbein model; what did they need to add to their original research?

A) the age and income of the average customer.
B) the social class and the income of the average customer.
C) an attitude-tracking program.
D) the influence of an individual's attitude toward the act of buying.

Question 50

Several of the following cultural roadblocks diminish the universality of the theory of reasoned action,EXCEPT:

A) the model was developed to deal with actual behaviour, not with the outcomes of behaviour.
B) the model was developed to predict the performance of any voluntary act.
C) the relative impact of subjective norms may vary across cultures.
D) the model measures behavioural intentions and thus presupposed that consumers are actively thinking ahead and planning future behaviours.

Question 51

Roger was really angry 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 of the following kinds of attitude involvement (based on degree of commitment)would be most closely associated with Roger and his attitudes?

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

Question 52

Despite improvements to the Fishbein model,all of the following are considered to be obstacles to predicting behaviour using this model except ________.

A) the model does not consider social pressure.
B) the model was developed to deal with actual behaviour, not with the outcomes of behaviour.
C) measures of attitude often do not really correspond to the behaviour they are supposed to predict.
D) some outcomes are beyond the consumer's control.

Question 53

The attitude accessibility perspective suggests that:

A) long-term memory retrieval affects a person's attitude.
B) it is difficult to access a correct attitude if there is no trigger feature present.
C) behaviour is a function of a person's immediate perceptions of an attitude object in the context of the situation in which it is encountered.
D) attitudes are susceptible to proactive and retroactive interference.

Question 54

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 55

Samantha is using a multi-attribute model to make a decision on which college to attend.She has decided that scholarly reputation is more important than whether the college has a good sports program.Which of the following elements is Samantha primarily using in her multi-attribute model to make her decision?

A) attributes
B) beliefs
C) importance weights
D) valences

Question 56

Anything toward which one has an attitude,whether it is tangible,such as Coca-Cola,or intangible,such as the idea of energy conservation,is referred to as an:

A) Aₐct
B) Aₐd
C) Aₒ
D) Aₐtt

Question 57

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 58

Kenneth is using a multi-attribute model to make a decision on which college to attend.Scholarly reputation,friendliness of students,and the adequacy of the college placement division are the most important areas that Kenneth is using to measure his list of colleges.Which of the following elements is Kenneth primarily using in his multi-attribute model to make his decision?

A) attributes
B) beliefs
C) importance weights
D) goals

Question 59

The extended Fishbein multi-attribute model recognizes a distinction between behavioural intentions and actual behaviour.This is important because:

A) most people only intend to do about 10 percent of the things they actually get around to doing.
B) most people lie about their intentions, so intentions are not a very good indication of actual behaviour.
C) there are often a number of factors not under the control of the individual that will hinder the ability of any model to predict behaviour perfectly.
D) the model depends upon consumers' actual knowledge of the product.

Question 60

All of the following are a strategic application of multi-attribute models EXCEPT:

A) capitalize on a brand's relative advantage.
B) strengthen perceived product-attribute links.
C) extend a product's life cycle.
D) add a new product feature.

Question 61

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

Question 62

An injunctive norm:

A) communicates what people commonly do.
B) communicates what is counternormative in society.
C) is a norm that communicates what others in society approve of.
D) verbally communicates negative reinforcement.

Question 63

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

Question 64

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

Question 65

A hotel leaves the message: "JOIN YOUR FELLOW GUESTS IN HELPING TO SAVE THE ENVIRONMENT" in the bathrooms of their guest rooms.This is an example of using a(n)__________.

A) consistency motive
B) descriptive norm
C) affiliation goal
D) implicit expectation

Question 66

When the marketer communicates information about what people commonly do,a _________________ is being communicated.

A) descriptive norm
B) affiliation goal
C) injunctive norm
D) implicit expectation

Question 67

A descriptive norm:

A) communicates what people commonly do.
B) communicates what is counternormative in society.
C) non-verbally communicates interpersonal feedback.
D) is a norm that communicates what others in society expect of us.

Question 68

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

Question 69

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 70

The City of Calgary airs an advertisement showing other members of the community recycling their bottles and cans.This is an example of using a(n)__________ to influence attitudes and behaviour.

A) consistency motive
B) descriptive norm
C) affiliation goal
D) injunctive norm

Question 71

The City of Toronto creates a series of radio spots that communicate the social expectation that city residents should compost their organic household waste.This is an example of using a(n)__________ to influence attitudes and behaviour.

A) consistency motive
B) affiliation goal
C) injunctive norm
D) implicit expectation

Question 72

Shirley tends to keep her room tidy,a task her mother requests of her.This is a response to what?

A) subjective norms
B) injunctive norms
C) peer pressure
D) social judgment

Question 73

When the marketer communicates information about what others believe the consumer should do,a _________________ is being communicated.

A) consistency motive
B) descriptive norm
C) affiliation goal
D) injunctive norm

Question 74

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

Question 75

The "Rock the Vote" campaign used musicians and rock stars to communicate that voting is something that we all should be doing.This is an example of using a(n)________.

A) behavioural judgment
B) descriptive norm
C) affiliation goal
D) injunctive norm

Question 76

Gasoline is the only product commonly purchased that is priced down to a fraction of a cent.This is so because gasoline is selected for purchase following a low-involvement hierarchy that makes point-of-purchase factors more important.

Question 77

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

Question 78

Jason believes that dressing formally (e.g.,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 79

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 80

Research on social norms and compliance with hotel energy conservation programs finds that:

A) the most compliance occurs when a descriptive norm is linked to other guests who stayed in the same hotel room.
B) the majority of guests (85%) ignore normative messages.
C) injunctive norms are always more effect than descriptive norms.
D) descriptive norms that link the behaviour to unconscious motives induce the most compliance.