Question 1

When a person says "I contributed to the American Red Cross because it really helps people in need" or "He tried to persuade me to buy an LED rather than a 3D TV because he'd make a bigger commission," they are providing examples of ________ in action.
A) self-perception theory
B) cognitive dissonance theory
C) attribution theory
D) buyer intention theory
E) attitude theory

Accepted Answer

These statements are examples of attribution theory, which involves explaining the behaviors of oneself or others by attributing them to internal dispositions (personal traits, intentions, beliefs) or to external situations.

Question 2

In order to reduce ________, consumers can rationalize their purchase decision as being wise, seek out advertisements that support their choice, try to "sell" friends on the positive features of the brand, or look to known satisfied owners for reassurance.
A) post-purchase dissonance
B) emotionally charged states
C) defensive attribution
D) subjective norms
E) attitude formation

Accepted Answer

Post-purchase dissonance refers to the feeling of doubt or anxiety consumers may experience after making a significant purchase. The strategies listed in the question are common ways individuals might try to reduce or justify their feelings of dissonance after making a purchase.

Question 3

According to ________, discomfort occurs when a consumer holds conflicting thoughts about a belief or an attitude object.
A) attitude-change strategies
B) cognitive dissonance theory
C) attribution theory
D) self-perception theory
E) attitude research

Accepted Answer

Cognitive dissonance theory posits that discomfort arises when an individual holds contradictory beliefs, ideas, or values, particularly in the context of decision-making.

Question 4

Which of the following is true of consumer brand beliefs in the context of changing consumer attitudes?
A) Consumers tend to interpret ambiguous information in ways that challenge their preexisting attitudes.
B) Consumers frequently resist evidence that challenges strongly held attitudes or beliefs.
C) The easiest way to change consumer attitudes is to attack longstanding brand beliefs.
D) Consumers generally embrace evidence that challenges strongly held attitudes and beliefs.
E) Brand loyalty is very rare and so it is relatively easy for marketers to change brand beliefs.

Accepted Answer

Consumers often exhibit confirmation bias, meaning they are more likely to accept information that supports their existing beliefs and resist information that contradicts them. This resistance is particularly strong for deeply held attitudes or beliefs, making it challenging for marketers to change consumer attitudes by directly challenging these beliefs.

Question 5

Matthew recently purchased a new laptop for $1,500. He subsequently saw an advertisement for what appeared to be a similar model being sold for only $1,350. In order to resolve his ________, Matt decided that the cheaper model must not have as many attractive features as the model he purchased.
A) indirect experience
B) attitude formation
C) subjective norm
D) post-purchase dissonance
E) situational influence

Accepted Answer

Matthew is experiencing post-purchase dissonance, which is the feeling of discomfort or regret after making a purchase, especially when confronted with potentially better alternatives. To reduce this dissonance, he justifies his purchase by assuming the cheaper model is inferior.

Question 6

If a student observes that she routinely purchases the Des Moines Register on her way to class, she is apt to conclude that she likes the Des Moines Register. This is an example of how the ________ helps make inferences about one's behavior.
A) elaboration likelihood model
B) attribution theory
C) self-perception theory
D) defensive attributions theory
E) formation theory

Accepted Answer

The self-perception theory suggests that individuals infer their attitudes and preferences by observing their own behavior and the context in which it occurs, especially when internal cues are weak or ambiguous. In this case, the student concludes she likes the Des Moines Register because she routinely purchases it, which is a direct application of self-perception theory.

Question 7

Attitude change via the peripheral route may be an outcome of ________ like cents-off coupons, free samples, beautiful background scenery, great packaging, or a celebrity endorsement.
A) core route
B) primary inducements
C) functional route
D) secondary inducements
E) passive route

Accepted Answer

Secondary inducements, such as cents-off coupons, free samples, beautiful background scenery, great packaging, or a celebrity endorsement, are external or peripheral cues that can influence attitudes without requiring deep processing of the core message. This concept aligns with the peripheral route to persuasion, where attitude change can occur due to these external, less central factors.

Question 8

According to the principle of ________, consumers are likely to accept credit personally for success and to attribute failure to others or to outside events.
A) subjective attribution
B) internal attribution
C) objective attribution
D) defensive attribution
E) external attribution

Accepted Answer

Defensive attribution is a psychological process by which individuals attribute their successes to internal or personal factors while attributing failures to external or situational factors. This helps protect their self-esteem.

Question 9

When consumers are willing to exert the effort to comprehend, learn, or evaluate the available information about the attitude object, learning and attitude change occur via the ________ to persuasion.
A) central route
B) celebrity endorsement
C) peripheral route
D) functional approach
E) dual mediation model

Accepted Answer

The central route to persuasion is part of the Elaboration Likelihood Model (ELM) of persuasion. This route involves a high level of cognitive processing and occurs when individuals are motivated and able to evaluate the information presented to them thoroughly.

Question 10

Tom is looking to lose weight by cutting carbohydrates out of his diet, particularly from regular sodas, but has a negative attitude towards diet. Diet Coke promotes its association with the American Heart Association, which generates goodwill from Tom. What strategy did the company use?
A) changing the relative evaluation of attributes
B) associating the product with a special group, event or cause
C) changing the basic motivational function
D) changing consumer beliefs about competitor brands
E) changing consumers' subjective norms

Accepted Answer

The company used the strategy of associating the product with a special group, event, or cause, in this case, the American Heart Association, to generate goodwill and potentially alter Tom's attitude towards Diet Coke.

Question 11

________ suggests that attitudes develop as consumers look at and make judgments about their own behavior.
A) Self-perception attributions
B) Cognitive dissonance theory
C) Attribution theory
D) Buyer intention theory
E) Attitude theory

Accepted Answer

Self-perception attributions suggest that attitudes can develop as individuals observe their own behavior and make judgments about it, essentially inferring their attitudes from their actions when their attitudes are initially unclear.

Question 12

When consumers give themselves credit for the outcome of a behavior, they are engaging in ________.
A) subjective attribution
B) internal attribution
C) objective attribution
D) defensive attribution
E) external attribution

Accepted Answer

Internal attribution occurs when individuals attribute the outcomes of their actions to factors within themselves, such as their own effort or ability, rather than to external factors.

Question 13

A popular pop singing sensation is a spokesperson for a cellular phone company. As a non-expert celebrity endorser, her presence in communications about the cellular phone company's service is likely to be processed via the ________.
A) central route
B) tri-component route
C) functional route
D) primary route
E) peripheral route

Accepted Answer

Non-expert celebrity endorsers typically influence audiences through the peripheral route of persuasion, as outlined in the Elaboration Likelihood Model (ELM). This route relies on superficial cues, such as the attractiveness or popularity of the endorser, rather than the strength of the argument or message content.

Question 14

Central brand claims that are critical to the evaluation of the product's utilitarian attributes are most likely processed via the ________.
A) central route
B) tri-component route
C) functional route
D) primary route
E) peripheral route

Accepted Answer

Central brand claims that focus on the product's utilitarian attributes are most likely processed through the central route of persuasion, as outlined in the Elaboration Likelihood Model (ELM). This route involves careful and thoughtful consideration of the arguments presented in the message.

Question 15

When a consumer's motivation or assessment skills are low, learning and attitude change tend to occur via the ________ to persuasion.
A) central route
B) tri-component route
C) functional route
D) primary route
E) peripheral route

Accepted Answer

When a consumer's motivation or assessment skills are low, learning and attitude change tend to occur via the peripheral route to persuasion. This route involves less cognitive processing and relies more on superficial cues or heuristics.

Question 16

Recent research has found that largely cognitive processing, via the ________, has an emotional core.
A) central route
B) tri-component route
C) functional route
D) primary route
E) peripheral route

Accepted Answer

The central route of cognitive processing involves careful and thoughtful consideration of the arguments presented, and it has been found to have an emotional core, influencing attitudes and decision-making.

Question 17

Jerry bought a new washing machine for his home, but he has some tension over whether he made the best decision. Which of the following is NOT a strategy Jerry might use to reduce post-purchase dissonance?
A) rationalize his decision
B) "sell" friends on the positive features of the washing machine
C) look for satisfied owners of the washing machine
D) seek out ads for competitive products he did not choose
E) seek out ads for the washing machine he chose

Accepted Answer

Seeking out ads for competitive products he did not choose is likely to increase, rather than decrease, post-purchase dissonance by highlighting what he might have missed out on. Other options are strategies to affirm his choice.

Question 18

The Elaboration Likelihood Model proposes that consumers' attitudes are changed by two distinctly different routes to persuasion: ________ routes and ________ routes.
A) central; logical
B) main; secondary
C) central; peripheral
D) rational; emotional
E) direct; indirect

Accepted Answer

The Elaboration Likelihood Model (ELM) suggests that attitudes can be changed through two main routes: the central route, which involves careful and thoughtful consideration of the persuasive information (arguments), and the peripheral route, which involves superficial cues (such as the attractiveness or credibility of the source) rather than the quality of the arguments.

Question 19

________ attempts to explain how people assign blame or credit to events on the basis of either their own behavior or the behavior of others.
A) Self-perception theory
B) Cognitive dissonance theory
C) Attribution theory
D) Buyer intention theory
E) Attitude theory

Accepted Answer

Attribution theory focuses on how individuals infer the causes of behavior, either their own or that of others, often categorizing these causes as either internal (dispositional) or external (situational). This process involves assigning blame or credit to specific factors that influenced the behavior.

Question 20

An example of the ________ function of motivation is for Crest to point out how its new toothbrush is superior to all other toothbrushes in controlling gum disease by removing more plaque.
A) ego-defensive
B) knowledge
C) utilitarian
D) value-expressive
E) intention

Accepted Answer

The answer of An example of the ________ function of...

Quiz 6: Consumer Attitude Formation and Change

When a person says "I contributed to the American Red Cross because it really helps people in need" or "He tried to persuade me to buy an LED rather than a 3D TV because he'd make a bigger commission," they are providing examples of ________ in action.

In order to reduce ________, consumers can rationalize their purchase decision as being wise, seek out advertisements that support their choice, try to "sell" friends on the positive features of the brand, or look to known satisfied owners for reassurance.

According to ________, discomfort occurs when a consumer holds conflicting thoughts about a belief or an attitude object.

Which of the following is true of consumer brand beliefs in the context of changing consumer attitudes?

Matthew recently purchased a new laptop for $1,500. He subsequently saw an advertisement for what appeared to be a similar model being sold for only $1,350. In order to resolve his ________, Matt decided that the cheaper model must not have as many attractive features as the model he purchased.

If a student observes that she routinely purchases the Des Moines Register on her way to class, she is apt to conclude that she likes the Des Moines Register. This is an example of how the ________ helps make inferences about one's behavior.

Attitude change via the peripheral route may be an outcome of ________ like cents-off coupons, free samples, beautiful background scenery, great packaging, or a celebrity endorsement.

According to the principle of ________, consumers are likely to accept credit personally for success and to attribute failure to others or to outside events.

When consumers are willing to exert the effort to comprehend, learn, or evaluate the available information about the attitude object, learning and attitude change occur via the ________ to persuasion.

Tom is looking to lose weight by cutting carbohydrates out of his diet, particularly from regular sodas, but has a negative attitude towards diet. Diet Coke promotes its association with the American Heart Association, which generates goodwill from Tom. What strategy did the company use?

________ suggests that attitudes develop as consumers look at and make judgments about their own behavior.

When consumers give themselves credit for the outcome of a behavior, they are engaging in ________.

A popular pop singing sensation is a spokesperson for a cellular phone company. As a non-expert celebrity endorser, her presence in communications about the cellular phone company's service is likely to be processed via the ________.

Central brand claims that are critical to the evaluation of the product's utilitarian attributes are most likely processed via the ________.

When a consumer's motivation or assessment skills are low, learning and attitude change tend to occur via the ________ to persuasion.

Recent research has found that largely cognitive processing, via the ________, has an emotional core.

Jerry bought a new washing machine for his home, but he has some tension over whether he made the best decision. Which of the following is NOT a strategy Jerry might use to reduce post-purchase dissonance?

The Elaboration Likelihood Model proposes that consumers' attitudes are changed by two distinctly different routes to persuasion: routes and routes.

________ attempts to explain how people assign blame or credit to events on the basis of either their own behavior or the behavior of others.

An example of the ________ function of motivation is for Crest to point out how its new toothbrush is superior to all other toothbrushes in controlling gum disease by removing more plaque.