Question 1

Favorability refers to ____ an attitude object.

Accepted Answer

Favorability refers to how much we like or dislike an attitude object. It is a measure of the overall positive or negative affect towards something. It is different from ease of processing or accessibility, as those are measures of how easily something comes to mind. It is also different from beneficiality or market share, as those are measures of the utilitarian value or market position of something.

Question 2

The hedonic dimension is when a consumer likes an ad and the ad creates positive feelings or emotions.

Accepted Answer

The statement accurately describes the hedonic dimension of consumer response to an ad.

Question 3

A consumer involved in a television program comes up with less support arguments and more counterarguments.

Accepted Answer

This statement is unclear and lacks context. Without further information, it is impossible to determine whether it is true or false.

Question 4

Attitudes are genetic and do not persist over time.

Accepted Answer

Attitudes are not solely genetic, as they can be learned and shaped by experiences and socialization. Additionally, attitudes can persist over time, although they may also be subject to change as new information or experiences are gained.

Question 5

Favorability refers to how easily and how readily an attitude can be retrieved from memory.

Accepted Answer

Favorability refers to the degree to which we like or dislike something, not how easily an attitude can be retrieved from memory.

Question 6

Attitudes can be described as ambivalent if consumers are completely neutral about an object.

Accepted Answer

Attitudes cannot be described as ambivalent if consumers are completely neutral about an object. Ambivalent attitudes refer to conflicting or mixed feelings towards an object.

Question 7

An indirect comparative message is the most common type of message in an ad.

Accepted Answer

An indirect comparative message implies the superiority of the advertised product without directly comparing it to another product. This is the most common type of advertising message used in ads.

Question 8

Two-sided messages containing both positive and negative information about an offering are not effective.

Accepted Answer

Two-sided messages containing both positive and negative information are actually more effective than purely positive messages. These messages show that the company is honest and transparent about their offering, which can increase trust and credibility with consumers. However, the negative information should be presented in a way that focuses on how the company is addressing and improving the issue rather than just highlighting the problem.

Question 9

Personality is a relatively global and enduring evaluation of an object,issue,person,or action.

Accepted Answer

Personality refers to individual differences in characteristic patterns of thinking, feeling, and behaving, not an evaluation of objects, issues, persons, or actions.

Question 10

Research indicates that fear appeals are an effective form of advertising.

Accepted Answer

The answer of Research indicates that fear appeals are an...

Question 11

Low-credibility sources can be effective in some ads.

Accepted Answer

In certain situations, low-credibility sources may create a controversial or sensational appeal to attract attention and interest in an advertisement. However, it is important to note that this approach can be risky and may also damage the reputation of the brand or product being promoted.

Question 12

Sources tend to be more trustworthy when they have the following three characteristics: (1)familiarity,(2)status,and (3)attractiveness.

Accepted Answer

This statement is false. Familiarity, status, and attractiveness do not necessarily make a source more trustworthy. Trustworthiness is determined by factors such as expertise, objectivity, and evidence-based claims.

Question 13

Direct comparative messages increase the credibility of the offering.

Accepted Answer

Direct comparative messages can sometimes decrease the credibility of the offering because they may be perceived as aggressive or overly promotional, leading audiences to question the objectivity of the claims made.

Question 14

Consumers who generate counterarguments and source derogations will have strong favorable attitudes toward an offering.

Accepted Answer

Consumers who generate counterarguments and source derogations are actually expressing skepticism or criticism towards the offering, which can weaken their attitudes towards it.

Question 15

A(n)____ is an overall evaluation that expresses how much we like or dislike an object,issue,person,or action.

Accepted Answer

An attitude is a general evaluation or feeling about something, someone, or some issue. It reflects our liking or disliking towards it. Personality (A) refers to the set of characteristics that define an individual's enduring patterns of behavior, feeling, and thinking. Belief (B) is a conviction or acceptance that something is true or real. Cognition (C) refers to the mental processes involved in perception, memory, and problem-solving. View (E) is a broader term that refers to an individual's perspective or opinion on a particular topic.

Question 16

Three factors that affect the credibility of a message are: (1)quality of its argument,(2)whether it is a one-sided or two-sided message,and (3)whether it is believable.

Accepted Answer

The answer of Three factors that affect the credibility of...

Question 17

Marketers do NOT want consumers to view ads and have support arguments as thoughts.

Accepted Answer

Marketers want consumers to view ads and have support arguments as thoughts so that they are more likely to make a purchase or engage with the brand.

Question 18

According to the TORA model,normative factors are NOT likely to affect the attitude-behavior relationship.

Accepted Answer

According to the TORA (Theory of Reasoned Action) model, normative factors (social influence and pressure from others) can have an impact on the attitude-behavior relationship. The model suggests that an individual's behavioral intention is not solely based on their attitude towards the behavior but also on the subjective norm (perceived social pressure to perform the behavior). Therefore, it can be concluded that normative factors can affect the attitude-behavior relationship.

Question 19

The children and grandchildren of baby boomers have developed a more favorable evaluation of the military,leading them to be more willing to serve in the military.This evaluation could also be referred to as a(n)

Accepted Answer

An evaluation or overall opinion about something is a component of an attitude, which refers to a person's general positive or negative feelings or beliefs about a particular object or concept. Therefore, the favorable evaluation of the military can be considered an attitude towards the military.

Question 20

Research indicates that ad messages with information about product function can provoke thinking about the product and stimulate positive product attitudes.

Accepted Answer

Research suggests that providing information about the product's functions can lead to cognitive processing, which can stimulate positive attitudes towards the product.

Quiz 5: Attitudes Based on High Effort