Question 1

$\text{COFFEE MINI CASE:}$ Linda is a heavy coffee drinker and a friend recommends that she try Sunrise Coffee, a new coffee house in town, because it sells delicious coffee. Linda replies that she really prefers to drink her coffee in the peace and quiet of her own home. One morning, Linda is running late and doesn't have time to make herself a cup of coffee, so she stops by Sunrise and is greeted by a cheerful staff and a great-tasting coffee, all of which put Linda in a good mood. Upon arriving at work, a co-worker comments on her alert, up-beat attitude that morning. Linda replies that it must be the great weather that day, sunshine after a week of solid rain. The following morning, Linda recalls what a pleasant experience she had at Sunrise and decides to go again.
-In the COFFEE MINI CASE, Linda attributes her upbeat attitude and alertness to the change in the weather. This is an example of ________.

Accepted Answer

Linda is attributing her mood to an external factor, the change in weather, rather than to an internal factor, such as her own behavior or personality. This is an example of an external attribution.

Question 2

$\text{CAR MINI CASE:}$ Carl is looking to buy a new car because he needs more space for driving his kids to and from their after-school activities and for transporting all their gear. His wife has suggested that the family buy a station wagon, but Carl has a negative attitude toward station wagons because he feels that they are "Mom-mobiles" that consign their drivers to a life of car pools and PTA meetings. He then sees an ad for Subaru with a beautiful outdoor setting and attractive young people using a Subaru station wagon. The voice-over discusses the physical attributes of the car and the demographics of its owners. After seeing a Subaru ad portraying its station wagon as a trendy automotive option for exciting young people looking for more cargo room than a sedan and better fuel-efficiency than an SUV, Carl finds himself to be much more enthusiastic about his wife's station wagon suggestion. He purchases a Subaru, but later begins thinking that he probably should have purchased a Volvo for its reputation of greater safety.
-In the CAR MINI CASE, Subaru's portrayal of its station wagon as a car designed for young people who need extra cargo space to accommodate their active lives appeals to Carl because that is how he sees himself. In this way, Subaru is appealing to the ________ function to change attitudes toward station wagons.

Accepted Answer

Subaru is appealing to the value-expressive function of Carl's attitude by presenting the station wagon as a trendy and exciting option for young and active individuals. This helps him identify with the car and alter his negative attitude towards station wagons.

Question 3

The affective component of the tricomponent attitude model represents the consumer's emotions and feelings regarding the attitude object.

Accepted Answer

The affective component of the tricomponent attitude model does indeed represent the consumer's emotions and feelings towards the attitude object.

Question 4

$\text{COFFEE MINI CASE:}$ Linda is a heavy coffee drinker and a friend recommends that she try Sunrise Coffee, a new coffee house in town, because it sells delicious coffee. Linda replies that she really prefers to drink her coffee in the peace and quiet of her own home. One morning, Linda is running late and doesn't have time to make herself a cup of coffee, so she stops by Sunrise and is greeted by a cheerful staff and a great-tasting coffee, all of which put Linda in a good mood. Upon arriving at work, a co-worker comments on her alert, up-beat attitude that morning. Linda replies that it must be the great weather that day, sunshine after a week of solid rain. The following morning, Linda recalls what a pleasant experience she had at Sunrise and decides to go again.
-In the COFFEE MINI CASE, Linda's attitude toward Sunrise changes as a result of ________.

Accepted Answer

Linda's attitude toward Sunrise changes as a result of her direct experience of trying their coffee and having a positive experience with the cheerful staff and great-tasting coffee.

Question 5

Attitudes can be directly observed.

Accepted Answer

Attitudes are internal mental states and cannot be directly observed. They are inferred through behavior, language, and other external factors.

Question 6

The principle of ________ suggests people accept or take credit for success, but assign failure to others or outside events.

Accepted Answer

Defensive attribution suggests that people tend to protect their self-esteem and attribute successes to themselves, but failures to outside factors or other people. This can often be seen in situations where individuals take credit for their achievements, but blame others when things go wrong.

Question 7

$\text{PUB MINI CASE:}$ Sean and his friends, most of whom are Irish immigrants or have Irish parents, enjoy drinking at The Celtic Knot, a small New York pub that serves many Irish beers, is decorated with genuine Irish paraphernalia, and holds weekly traditional Irish music sessions . Like many of his friends, Sean enjoys the feeling the pub gives him of connection with his Irish heritage. The pub advertises at community centers and churches in predominantly Irish areas of the city. On its posters, underneath a photo of a group of attractive young people in a cozy corner of the pub drinking and laughing together, is the pub's slogan: "Because being Irish is about more than just St. Paddy's Day."
-In the PUB MINI CASE, Sean enjoys the feeling the pub gives him of connection with his Irish heritage. This is the ________ of his attitude toward the pub.

Accepted Answer

The affective component of attitude refers to an emotional attachment or feeling associated with an object or situation. In this case, Sean feels a sense of connection to his Irish heritage when he goes to The Celtic Knot, indicating an emotional attachment and therefore an affective component to his attitude towards the pub.

Question 8

In marketing and consumer research, the conative component of the tricomponent attitude model is frequently treated as an expression of the consumer's intention to buy.

Accepted Answer

The conative component refers to the behavioral or action-oriented aspect of an attitude, including intentions to buy. Therefore, it is commonly used to predict consumer behavior in marketing and consumer research.

Question 9

Emotionally charged states can enhance or amplify positive or negative experiences and impact later recollections of such experiences and future behavior.

Accepted Answer

This statement is true. Emotions can enhance or intensify the experience of an event and can influence the memory and future behavior associated with that event. For example, a positive emotional state during a vacation can enhance the enjoyment and vividness of the memory, leading to a greater desire to repeat the experience in the future. Conversely, a negative emotional state during a traumatic event can increase the likelihood of developing PTSD and may influence future behavior and decision-making.

Question 10

$\text{COFFEE MINI CASE:}$ Linda is a heavy coffee drinker and a friend recommends that she try Sunrise Coffee, a new coffee house in town, because it sells delicious coffee. Linda replies that she really prefers to drink her coffee in the peace and quiet of her own home. One morning, Linda is running late and doesn't have time to make herself a cup of coffee, so she stops by Sunrise and is greeted by a cheerful staff and a great-tasting coffee, all of which put Linda in a good mood. Upon arriving at work, a co-worker comments on her alert, up-beat attitude that morning. Linda replies that it must be the great weather that day, sunshine after a week of solid rain. The following morning, Linda recalls what a pleasant experience she had at Sunrise and decides to go again.
-In the COFFEE MINI CASE, Linda's initial resistance to the idea of trying Sunrise Coffee arises from which of the following multiattribute attitude models?

Accepted Answer

The answer of $\text{COFFEE MINI CASE:}$ Linda is a heavy...

Question 11

If an MBA alumnus considers donating to the program, but is concerned about whether he will become part of a select group if he donates, he is trying to seek reinforcement for his initial attributions via ________.

Accepted Answer

The alumnus is seeking reinforcement for his initial attribution that he will become part of a select group if he donates. This relates to distinctiveness, as he wants to ensure that his donation will make him stand out from the larger donor pool.

Question 12

$\text{PUB MINI CASE:}$ Sean and his friends, most of whom are Irish immigrants or have Irish parents, enjoy drinking at The Celtic Knot, a small New York pub that serves many Irish beers, is decorated with genuine Irish paraphernalia, and holds weekly traditional Irish music sessions . Like many of his friends, Sean enjoys the feeling the pub gives him of connection with his Irish heritage. The pub advertises at community centers and churches in predominantly Irish areas of the city. On its posters, underneath a photo of a group of attractive young people in a cozy corner of the pub drinking and laughing together, is the pub's slogan: "Because being Irish is about more than just St. Paddy's Day."
-In the PUB MINI CASE, Sean feels comfortable perceiving The Celtic Knot as a genuine Irish pub because many of his friends believe the same thing. He is using ________ to affirm his attitude.

Accepted Answer

Sean is using consensus to affirm his attitude, as he is relying on the fact that many of his friends also believe that The Celtic Knot is a genuine Irish pub. This social proof is a form of consensus, which is a heuristic for evaluating the validity of an attitude or belief.

Question 13

One of the criteria used by consumers to confirm their initial attributions about objects is ________, which means that the reaction (the prior inference)is perceived in the same way by other consumers.

Accepted Answer

Consensus refers to the extent to which other people behave the same way as the focal actor toward the same target. When consumers perceive that others hold a similar view about an object, it reinforces their initial attribution and helps confirm their beliefs.

Question 14

$\text{PUB MINI CASE:}$ Sean and his friends, most of whom are Irish immigrants or have Irish parents, enjoy drinking at The Celtic Knot, a small New York pub that serves many Irish beers, is decorated with genuine Irish paraphernalia, and holds weekly traditional Irish music sessions . Like many of his friends, Sean enjoys the feeling the pub gives him of connection with his Irish heritage. The pub advertises at community centers and churches in predominantly Irish areas of the city. On its posters, underneath a photo of a group of attractive young people in a cozy corner of the pub drinking and laughing together, is the pub's slogan: "Because being Irish is about more than just St. Paddy's Day."
-In the PUB MINI CASE, ________ is the attitude object.

Accepted Answer

The attitude object in this mini case is the pub, as it is the entity that the individuals (Sean and his friends) have an attitude towards, which is positive due to the connection it provides with their Irish heritage. The other options (B-E) are not the attitude object, but rather related aspects of the context surrounding the attitude towards the pub.

Question 15

$\text{COFFEE MINI CASE:}$ Linda is a heavy coffee drinker and a friend recommends that she try Sunrise Coffee, a new coffee house in town, because it sells delicious coffee. Linda replies that she really prefers to drink her coffee in the peace and quiet of her own home. One morning, Linda is running late and doesn't have time to make herself a cup of coffee, so she stops by Sunrise and is greeted by a cheerful staff and a great-tasting coffee, all of which put Linda in a good mood. Upon arriving at work, a co-worker comments on her alert, up-beat attitude that morning. Linda replies that it must be the great weather that day, sunshine after a week of solid rain. The following morning, Linda recalls what a pleasant experience she had at Sunrise and decides to go again.
-In the COFFEE MINI CASE, Linda's new attitude toward, and repeat patronage of Sunrise Coffee is a function of the ________ of the tricomponent attitude model.

Accepted Answer

Linda's new attitude towards Sunrise Coffee is a result of the affective component of the tricomponent attitude model, which reflects her emotions and feelings towards the coffee shop. She had a positive experience with the friendly staff and great-tasting coffee, which put her in a good mood and made her want to return. This emotional attachment to the brand is what is driving her repeat patronage.

Question 16

$\text{CAR MINI CASE:}$ Carl is looking to buy a new car because he needs more space for driving his kids to and from their after-school activities and for transporting all their gear. His wife has suggested that the family buy a station wagon, but Carl has a negative attitude toward station wagons because he feels that they are "Mom-mobiles" that consign their drivers to a life of car pools and PTA meetings. He then sees an ad for Subaru with a beautiful outdoor setting and attractive young people using a Subaru station wagon. The voice-over discusses the physical attributes of the car and the demographics of its owners. After seeing a Subaru ad portraying its station wagon as a trendy automotive option for exciting young people looking for more cargo room than a sedan and better fuel-efficiency than an SUV, Carl finds himself to be much more enthusiastic about his wife's station wagon suggestion. He purchases a Subaru, but later begins thinking that he probably should have purchased a Volvo for its reputation of greater safety.
-In the CAR MINI CASE, Carl's reconsideration of brand choice after he buys a Subaru constitutes ________.

Accepted Answer

Carl's reconsideration and doubts about his purchase after buying a Subaru align with the concept of post-purchase dissonance. He begins to question if he made the right decision and whether he should have gone with a different brand, in this case, a Volvo.

Question 17

Someone who donates $10 to Amnesty International might be persuaded to donate a much larger amount when properly approached because that person may decide that he or she is the kind of person who makes such charitable donations. This demonstrates the basic premise of the ________.

Accepted Answer

The described scenario demonstrates the foot-in-the-door technique, which involves making a small request and then following up with a larger request after the individual has already agreed to the initial request. This technique leverages the individual's self-perception as a charitable person and increases the likelihood of them donating more money.

Question 18

$\text{PUB MINI CASE:}$ Sean and his friends, most of whom are Irish immigrants or have Irish parents, enjoy drinking at The Celtic Knot, a small New York pub that serves many Irish beers, is decorated with genuine Irish paraphernalia, and holds weekly traditional Irish music sessions . Like many of his friends, Sean enjoys the feeling the pub gives him of connection with his Irish heritage. The pub advertises at community centers and churches in predominantly Irish areas of the city. On its posters, underneath a photo of a group of attractive young people in a cozy corner of the pub drinking and laughing together, is the pub's slogan: "Because being Irish is about more than just St. Paddy's Day."
-In the PUB MINI CASE, Sean concludes that he likes The Celtic Knot because he goes their frequently. This is an application of ________.

Accepted Answer

Sean's conclusion that he likes The Celtic Knot because he frequently goes there is an application of self-perception theory, which suggests that individuals develop attitudes and preferences by observing their own behavior and the context surrounding it. Sean's repeated visits to The Celtic Knot suggest that it is a place he enjoys, and therefore he concludes that he likes it.

Question 19

Attitudes are learned from direct experience with the product, word-of-mouth information acquired from others, or exposure to mass-media advertising, the internet and various forms of direct marketing.

Accepted Answer

Attitudes can be formed through various sources such as personal experience, information from others, and exposure to marketing efforts.

Question 20

$\text{PUB MINI CASE:}$ Sean and his friends, most of whom are Irish immigrants or have Irish parents, enjoy drinking at The Celtic Knot, a small New York pub that serves many Irish beers, is decorated with genuine Irish paraphernalia, and holds weekly traditional Irish music sessions . Like many of his friends, Sean enjoys the feeling the pub gives him of connection with his Irish heritage. The pub advertises at community centers and churches in predominantly Irish areas of the city. On its posters, underneath a photo of a group of attractive young people in a cozy corner of the pub drinking and laughing together, is the pub's slogan: "Because being Irish is about more than just St. Paddy's Day."
-In the PUB MINI CASE, by targeting people with strong attachments to their Irish heritage, The Celtic Knot is taking advantage of the ________ function of their target market's attitudes.

Accepted Answer

The value-expressive function of attitudes refers to when attitudes allow people to express their core values, beliefs, and self-concept. In this case, The Celtic Knot is targeting people who have a strong attachment to their Irish heritage, and by frequenting the pub, they can express and connect with that part of their identity. Therefore, the pub is taking advantage of the value-expressive function of their target market's attitudes.

Quiz 6: Consumer Attitude Formation and Change