Deck 7: Attitudes and Attitude Change

Question 1

High levels of humor can cause consumers to fail to pay attention to the product being advertised.

Answer 1

True

Question 2

Buying a product because it delivers a specific benefit is an example of the value-expressive function of attitudes.

Answer 2

False

Question 3

The extent to which a company actively monitors its customers' attitudes over time is referred to as behavioral intentions modeling.

Answer 3

False

Question 4

Impulse purchases can be explained from the experiential perspective.

Question 5

Changing evaluations of an attribute is easier than changing the strength of a belief regarding that attribute.

Question 6

The basic premise of balance theory is that consumers are motivated to maintain perceived consistency in the relations found in a triad that is composed of observer, person, and object.

Question 7

In the high-involvement hierarchy, a consumer forms feelings about a product before developing beliefs and thoughts about product features.

Question 8

The utilitarian function of attitudes enables consumers to express their core values, self-concept, and beliefs.

Question 9

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

Question 10

The theory of planned action expands upon the attitude-toward-the-object model by including a subjective norm component.

Question 11

The value-expressive function of attitudes provides a positive expression of the type of person a consumer perceives himself or herself to be and the values that he or she holds.

Question 12

The attitude-toward-the-object (ATO) model combines information about a number of beliefs and evaluations pertaining to an object's attributes.

Question 13

The one-to-many communications model does not work well for traditional advertising media.

Question 14

According to social judgment theory, for a message to fall within the latitude of acceptance, the information presented must be perceived as being far away from the original attitude position.

Question 15

Research confirms that social media's influence on consumer loyalty is not significant.

Question 16

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

Question 17

In a basic communication model, noise represents all the stimuli in the environment that assist the communication process.

Question 18

In the context of the ABC approach to attitudes, the statement "I really like my smartphone" is an example of the behavior component of attitude.

Question 19

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

Question 20

One of the key premises of balance theory is that consistency in the triad (composed of observer, person, and object) is maintained when the multiplication of the signs in the sentiment and unit relations results in a negative value.

Question 21

Balance theory is based on the inconsistency principle.

Question 22

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

Question 23

In the context of the changing communication paradigm, communication is seen as a process that enables the flow of information among consumers and firms in a one-to-many approach.

Question 24

Attitudes motivate people to behave in relatively consistent ways.

Question 25

According to social judgment theory, assimilation occurs when:

A) the material presented toward the end of a message is most influential.
B) the material presented early in a message is most influential.
C) an incoming message falls within the latitude of rejection.
D) an incoming message falls within the latitude of acceptance.

Question 26

Which of the following statements is true of sex appeals in advertising?

A) Consumers find sexually appealing ads largely ineffective.
B) The use of nudity is ineffective for products that have intimate appeal.
C) Both males and females tend to react negatively to female nudity in advertising.
D) Highly sexual ads tend to outperform non-sexual ads when they have highly arousing content.

Question 27

The behavioral influence hierarchy suggests that in spite of strong environmental pressures, behaviors cannot occur unless strong beliefs and affect have been formed.

Question 28

The statement "I always buy that brand" is an example of the _____ component of attitude.

A) cognitions
B) affect
C) behavior
D) trustworthiness

Question 29

In the context of the elaboration likelihood model (ELM), thoughts that support the main argument presented are known as counterarguments.

Question 30

If the affect found in a schema can be changed, then the attitude toward a brand or product will change as well.

Question 31

The ego-defensive function of attitudes enables consumers to develop positive attitudes toward products that enhance their self-image.

Question 32

Identify a true statement in the context of message appeals.

A) Highly explicit content tends to direct consumers' attention toward the product and increases product recall.
B) Fear appeals appear to be effective when advertisers show how difficult it is to implement the desired response.
C) Sexually appealing ads are usually not persuasive because consumers consider them to be exploitative.
D) Humorous ads appear to be most effective when a consumer's attitudes are initially positive rather than negative.

Question 33

In the context of the changing communication paradigm, information flow is no longer considered a "one-way street," in which consumers passively receive messages from marketers.

Question 34

If consumers are not involved with a message or lack either the motivation or ability to process information, the peripheral route to persuasion will be followed.

Question 35

The matchup hypothesis states that:

A) the more strongly held an attitude is, the more difficult it is to change.
B) a source feature is most effective when it corresponds with relevant products.
C) attitudes are changed based on differing levels of consumer involvement.
D) consumers prefer consistency among their beliefs, attitudes, and behaviors.

Question 36

According to the elaboration likelihood model (ELM), if consumers find that an incoming message is particularly relevant to their situation, the central route to persuasion is activated.

Question 37

The behavioral intentions model explicitly focuses on a consumer's attitude toward the behavior of buying rather than the attitude toward an object.

Question 38

According to the elaboration likelihood model of persuasion, information such as music or the imagery presented along with a message are examples of peripheral cues.

Question 39

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

Question 40

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

Question 41

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

A) Notions
B) Attitudes
C) Prejudices
D) Beliefs

Question 42

The ego-defensive function of attitudes:

A) makes consumers vulnerable to information that may be threatening.
B) allows consumers to simplify decision-making processes.
C) is based on the concept of reward and punishment.
D) works as a protection mechanism for consumers.

Question 43

Karen has always owned Pferd automobiles. When she decided to gift a car to her son, her brand loyalty made the decision easy. She bought the latest model of Pferd hatchback for her son. In the context of the functional theory of attitudes, this scenario reflects the _____ of attitudes.

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

Question 44

Stella is surfing the Internet to look for affordable apartments in New York City. Every time she clicks on a link to a webpage, she gets interrupted by floating ads. The ads stay on the screen for 30 seconds. She does not know how to disable them and finds them extremely irritating and disruptive. In a basic communication model, these floating ads are an example of _____.

A) feedback
B) noise
C) a source effect
D) a message effect

Question 45

The placement of information in a specific message at the beginning, middle, or end of the message impacts the recall of the information and is a basic tenet of what is known as the _____.

A) source effect
B) serial position effect
C) linear regression effect
D) congruency effect

Question 46

The _____ explicitly focuses on a consumer's attitude toward the behavior of buying rather than the attitude toward an object.

A) behavioral influence approach model
B) balance theory model
C) behavioral intentions model
D) elaboration likelihood model

Question 47

Identify a true statement in the context of attitude-behavior consistency.

A) Sales promotion is not required if consumers have a positive attitude toward a product.
B) Attitudes are stronger predictors of behavior when the decision to be made is not classified as high involvement.
C) Attitudes are stronger predictors of behavior when situational factors do not impede the product selection.
D) Attitudes are the most reliable predictors of behavior as they remain constant over time.

Question 48

Pearl Beauty Inc., a leading cosmetics manufacturer, wants to introduce its new anti-aging cream in the market. The target audience for the cream comprises women in their mid-30s. Pearl Beauty decides to sign up a well-known model in her mid-30s to endorse and promote the product. According to the _____, using a model who is in her mid-30s is likely to be far more effective than using someone much younger in the advertisement.

A) congruency effect
B) elaboration likelihood model
C) matchup hypothesis
D) primacy effect

Question 49

Roderick wants to purchase a new computer for his daughter. He collects information about the prices and features of the latest models available in the market. He plans to make the actual purchase only after extensively researching and evaluating various models. In the context of the hierarchy of effects, which of the following best describes Roderick's actions?

A) The behavioral influence hierarchy
B) The high-involvement hierarchy
C) The low-involvement hierarchy
D) The experiential hierarchy

Question 50

According to the ABC approach to attitudes, the three components of attitudes are _____.

A) ability, behavior, and consciousness
B) affect, behavior, and cognitions
C) ability, belief, and cognitions
D) analysis, balance, and capabilities

Question 51

Which of the following is true of message construction?

A) Directly comparing one brand against specific competitors can be effective, especially when the brand being promoted is not already the market leader.
B) Advertisements that allow consumers to arrive at their own conclusions tend to be more persuasive when the audience has a low level of involvement with the product.
C) If marketers are attempting to reach a highly involved audience, important information should be placed later in the message.
D) Consumers with low involvement are more motivated to attend to a larger number of arguments than are highly involved consumers.

Question 52

Which of the following is the formula for predicting attitudes using the attitude-toward-the-object (ATO) model?

A) $A _ { 0 } = \sum _ { i = 1 } ^ { N } \left( b _ { i } \right) + \left( e _ { i } \right)$
B) $A _ { 0 } = \sum _ { i = 1 } ^ { N } \left( b _ { i } \right) \left( e _ { i } \right)$
C) $A _ { 0 } = \sum _ { i = 1 } ^ { N } \left( b _ { i } \right) - \left( e _ { i } \right)$
D) $A _ { 0 } = \sum _ { i = 1 } ^ { N } - \left( b _ { i } \right) \left( e _ { i } \right)$

Question 53

Michelle wants to buy a new laptop. She wants a lightweight laptop with a long battery life. She selects a laptop model on the Internet. Her belief ratings (b) and the evaluation ratings (e) for the model are as follows: Michelle's overall attitude score (Ao) toward the laptop model calculated using the attitude-toward-the-object (ATO) model is _____.
$$\begin{array} { | l | l | l | } \hline \text { Criteria } & \mathrm { e } & b \\\hline \text { Lightweight } & 3 & 9 \\\hline \text { Long battery life } & 4 & 6 \\\hline\end{array}$$

A) 85
B) 51
C) 36
D) 15

Question 54

Identify a true statement in the context of social judgment theory.

A) Consumers do not compare incoming information to their existing attitudes about a particular object or issue.
B) For a message to fall within the latitude of acceptance, the information presented must be perceived as being far from the original attitude position.
C) Social judgment theory states that human beings do not prefer consistency among their beliefs, attitudes, and behaviors.
D) A message that is perceived as being far away from the original attitude position will fall within the latitude of rejection.

Question 55

Which of the following terms refers to specific attempts to change attitudes?

A) Persuasion
B) Positioning
C) Attitude tracking
D) Monitoring

Question 56

Alexa is a strong advocate of animal rights, and she supports several campaigns by organizations such as People for the Ethical Treatment of Animals (PETA). In the given scenario, the _____ has enabled Alexa to support the cause that she strongly advocates.

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

Question 57

Social judgment theory uses _____ to explain attitude change.

A) the central route and the peripheral route
B) latitudes of acceptance and latitudes of rejection
C) the utilitarian function and the hedonic function
D) high-involvement and low-involvement hierarchies

Question 58

The ego-defensive function of attitudes allows consumers to choose products that:

A) protect their self-image.
B) minimize punishment and maximize rewards.
C) are familiar to them.
D) express their values.

Question 59

Which of the following statements is true in the context of attitude change theories and persuasion?

A) The attitude toward a brand or product is independent of a schema.
B) If the affect found in a schema can be changed, then the attitude toward a brand or product will change as well.
C) Changing evaluations of an attribute is usually easier than changing the strength of a belief regarding that attribute.
D) A consumer's attitude toward a product remains unaffected by the consumer's feeling about the marketing company.

Question 60

In the context of the elaboration likelihood model, which of the following is true of the peripheral route?

A) A consumer is likely to be fully equipped to process information in a message.
B) A consumer is likely to expend considerable effort in comprehending a message.
C) A consumer is unlikely to pay attention to the expertise of the spokesperson of a message.
D) A consumer is unlikely to develop cognitive responses to a message.

Question 61

In the context of the elaboration likelihood model (ELM), the attractiveness of the person delivering a message and the expertise of the spokesperson of a message are examples of _____.

A) primacy effects
B) central cues
C) peripheral cues
D) recency effects

Question 62

If B = behavior, BI = behavioral intention, $A _ { \text {behavior } }$ =attitude toward performing the behavior, SN = subjective norm, and w1,w2 =empirical weights, the formula for behavioral intentions model is _____.

A) $B \approx B I = w _ { 1 } \left( A _ { \text {behavior } } \right) + w _ { 2 } ( S N )$
B) $B \approx B I = w _ { 1 } \left( A _ { \text {behavior } } - w _ { 2 } ( S N ) \right.$
C) $B \approx B I = w _ { 1 } \left( A _ { \text {behavior } } \right) + w _ { 2 } / \mathrm { SN }$
D) $B \approx B I = w _ { 1 } \left( A _ { \text {behavior } } \right) - w _ { 2 } / \mathrm { SN }$

Question 63

Restaurant managers know that one way to get diners to relax and order more drinks is to play soft, soothing music. Which of the following hierarchies explains this action of the diners?

A) The behavioral influence hierarchy
B) The experiential hierarchy
C) The low-involvement hierarchy
D) The high-involvement hierarchy

Question 64

According to social judgment theory, if a message is perceived as falling in the latitude of rejection, a _____ occurs.

A) source effect
B) contrast effect
C) primacy effect
D) recency effect

Question 65

Which of the following is true of the effects of the source of a message on consumer attitudes?

A) The persuasive effect of source likeability is more on consumers with a high need for cognition than on those with a low degree of this trait.
B) The persuasive effect of source credibility tends to be highest when consumers lack the motivation to expend effort attending to the details of an ad.
C) The credibility of the source of a message does not have any impact on the certainty with which consumer attitudes are held.
D) Consumers with high involvement are not affected by the credibility of the source of a message.

Question 66

The statement "I really like my new tablet computer" best reflects the _____ component of attitude.

A) cognitions
B) analysis
C) behavior
D) affect

Question 67

According to balance theory, the relations between the observer (consumer) and the other elements in a system are referred to as _____.

A) unit relations
B) sentiment relations
C) central relations
D) peripheral relations

Question 68

William is planning a vacation. He wants travel packages that provide accommodation and sightseeing. He finds two packages-X and Y-that meet these criteria. On a ten-point scale, he gives package X belief ratings of 8 and 7, respectively, and package Y belief ratings of 9 and 5, respectively. Next, he gives these criteria evaluative ratings of 3 and 2, respectively. Finally, he calculates the overall attitude using the attitude-toward-the-object (ATO) model and chooses package X over package Y based on the score. The overall attitude score (Ao) of package X calculated using the ATO model is _____.

A) 75
B) 56
C) 38
D) 22

Question 69

In the elaboration likelihood model (ELM), nonproduct-related information presented in a message is referred to as _____.

A) central cues
B) inconsistent cues
C) peripheral cues
D) abstract cues

Question 70

Which of the following statements is true in the context of source credibility?

A) Trustworthy sources cannot be persuasive even if they are experts.
B) The credibility of a spokesperson has a stronger influence than the credibility of a company.
C) The credibility of a company has a stronger influence than the credibility of a spokesperson.
D) Expert sources cannot be persuasive even if they are perceived as being untrustworthy.

Question 71

In the context of the hierarchy of effects, high-involvement decisions:

A) result in impulse purchases.
B) contain significant risk.
C) express core beliefs.
D) are routine and boring.

Question 72

According to the functional theory of attitudes, the _____ enables a consumer to protect himself or herself from information that may be threatening.

A) utilitarian function of attitudes
B) value-expressive function of attitudes
C) ego-defensive function of attitudes
D) cognitive function of attitudes

Question 73

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

A) unit relation
B) sentiment relation
C) primary relation
D) secondary relation

Question 74

The theory of planned action expands upon the behavioral intentions model by including:

A) a schema-based affect.
B) the consistency principle.
C) sentiment relations and unit relations.
D) a perceived control component.

Question 75

Mike has a passion for computer games. He owns three top-of-the-line gaming computers. He keeps himself updated about the latest models and their features. In the context of the elaboration likelihood model, which of the following is most likely to be activated when Mike comes across an advertisement for an advanced gaming computer that has been introduced in the market?

A) The peripheral route to persuasion
B) The ego-defensive function of attitudes
C) The value-expressive function of attitudes
D) The central route to persuasion

Question 76

MarketNerd Inc., a marketing firm, is conducting a market research study on consumers' attitudes toward online shopping websites. In order to achieve its research objectives, MarketNerd collects information from several social networking sites and blog posts and uses the information to track consumers' evaluations of various shopping portals and websites. This process is best described as _____.

A) attitude tracking
B) marketing audit
C) risk assessment
D) predictive analytics

Question 77

Nathan is diabetic and has been advised by his doctor to reduce his sugar intake. He, however, discounts the negative health consequences of sugar and frequently eats candies. This is an example of the _____.

A) ego-defensive function of attitudes
B) value-expressive function of attitudes
C) cognitive function of attitudes
D) utilitarian function of attitudes

Question 78

The statement "I find that the batteries manufactured by this brand have the longest life" is an example of the _____ component of attitude.

A) cognitions
B) affect
C) behavior
D) trustworthiness

Question 79

Ethan's colleague Mia is excited about attending a comic-con over the weekend. She mentions her plan to Ethan and then goes on to tell him more about the event. Ethan has never attended a comic-con before, but he decides to go to the event as it sounded like a fun thing to do. In the context of the hierarchy of effects, Ethan's behavior can be explained by the _____.

A) high-involvement hierarchy
B) low-Involvement hierarchy
C) experiential hierarchy
D) behavioral influence hierarchy

Question 80

The balance theory approach is based on the:

A) pleasure principle.
B) consistency principle.
C) reality principle.
D) normative principle.