Question 1

____ is when a stimulus has strong emotional relevance to the consumer.
A) Cognitive involvement
B) Cognitive awareness
C) Emotional awareness
D) Affective involvement
E) Relevant involvement

Accepted Answer

Affective involvement refers to a consumer's personal interest and emotional attachment to a stimulus, such as a product, brand, or advertisement. It occurs when the product or its features have strong emotional relevance to the consumer, leading to a higher level of engagement and motivation to process information.

Question 2

A two-sided message is one that contains
A) both positive and negative information.
B) information from two different sources.
C) a comparison between the offering and unnamed competitors.
D) two peripheral arguments.
E) a double meaning.

Accepted Answer

A two-sided message includes both positive and negative information about a product or service. It presents the advantages as well as the disadvantages of an offering in order to persuade and inform the audience.

Question 3

For many years,Volkswagen has maintained fairly consistent styling for its vehicles,especially its vans.This led to the campaign slogan "Still ugly after all these years," which attempts to increase the importance of a tradition in a humorous way.This is best thought of as an example of an attitude-change strategy to
A) make attitudes toward the object more important than subjective norms.
B) change beliefs.
C) add a new belief.
D) change evaluations.
E) target normative beliefs.

Accepted Answer

The campaign slogan "Still ugly after all these years" attempts to change evaluations of Volkswagen's consistent styling, by using humor to shift consumers' perceptions of the perceived ugliness of the brand's vehicles. This is an attitude-change strategy focused on changing evaluations.

Question 4

Marketers can help change consumer attitudes in this major strategy:
A) changing beliefs
B) appealing to group beliefs
C) appealing to the evaluative component
D) adding new beliefs
E) changing the speed at which individuals process information

Accepted Answer

Changing beliefs is a major strategy that marketers can use to change consumer attitudes.

Question 5

In forming attitudes using high effort,all of the following could be thought of as credible sources,except a message from a(n)
A) individual with an "honest face."
B) basketball player endorsing a leather sofa.
C) doctor for an over-the-counter drug.
D) CEO of a company.
E) police officer for a home protection method.

Accepted Answer

The basketball player endorsing a leather sofa is not a credible source as they do not have expertise or knowledge in furniture design or comfort. The other options are credible sources as they have relevant knowledge, expertise or experience on the topic of the message.

Question 6

Research has suggested that when consumers are using central route processing,attractive sources tend to evoke favorable attitudes if they are appropriate for the offering category.This effect has been called the
A) elaboration likelihood effect.
B) match-up hypothesis.
C) elaboration dimension.
D) attractiveness effect.
E) source effect.

Accepted Answer

The given statement suggests that when consumers are using central route processing, attractive sources tend to evoke favorable attitudes if they are appropriate for the offering category. This phenomenon is called the match-up hypothesis, which proposes that the effectiveness of a celebrity spokesperson depends on the match between the celebrity's image and the product being endorsed. Therefore, Option B, match-up hypothesis, is the most appropriate choice. Option A, elaboration likelihood effect, refers to the degree of elaboration or scrutiny that a consumer applies to a persuasive message. Option C, elaboration dimension, and Option E, source effect, are not relevant to the given context. Option D, attractiveness effect, is a generic term and does not accurately describe the specific phenomenon referred to in the question.

Question 7

In order to lure tourists,an industrial suburb has started to show pictures of its beautiful parks,lakefronts,and a newly rebuilt commercial district.This is an example of changing beliefs by
A) lessening negative beliefs.
B) lessening the affect for the object.
C) strengthening positive beliefs.
D) increasing the total number of beliefs about the object.
E) making the subjective norms more positive.

Accepted Answer

By showcasing the positive attributes and amenities of the suburb such as beautiful parks and a rebuilt commercial district, the belief about the suburb being an industrial area with no tourist attractions is being changed to a positive one which strengthens the positive beliefs about the suburb as a tourist destination.

Question 8

The phrase "Where's the beef?" kept ringing in Joshua's head,but he could not remember where he had heard it.This is an example of the
A) decay effect.
B) memory lapse phenomenon.
C) rapid decay phenomenon.
D) sleeper effect.
E) connective phenomenon.

Accepted Answer

The "sleeper effect" refers to a situation where a message, initially ignored or not believed, gains credibility over time, leading to delayed acceptance or recall. In Joshua's case, the phrase "Where's the beef?"—which he initially couldn't place—persistently lingered in his mind, illustrating how a forgotten or overlooked piece of information can become more prominent or remembered after some time. This does not directly describe the decay of memory or a lapse, but rather the delayed impact or resurgence of a memory or message.

Question 9

It is best to use comparative messages when consumers
A) have a low, rather than high, need for cognition.
B) can encode information into long-term memory.
C) can encode information into short-term memory.
D) are using central route processing.
E) are using peripheral route processing.

Accepted Answer

Comparative messages are most effective when consumers are using central route processing, which involves deliberate and systematic evaluation of message content. This approach requires more cognitive effort and thought than peripheral route processing, which involves superficial cues such as brand name or packaging. Therefore, consumers with a high need for cognition are more likely to engage in central route processing and respond positively to comparative messages. Additionally, encoding information into long-term memory is more likely to occur with central route processing, which can lead to lasting changes in consumer attitudes and behavior.

Question 10

Indirect comparison messages are those that contain
A) both positive and negative information.
B) information from two different sources.
C) a comparison between the offering and unnamed competitors.
D) two peripheral arguments.
E) a double meaning.

Accepted Answer

Indirect comparison messages involve a comparison between the offering and unnamed competitors. They do not necessarily contain both positive and negative information, information from two different sources, two peripheral arguments, or a double meaning.

Question 11

With ____,advertisers explicitly name a competitor or set of competitors and attack them on the basis of an attribute or benefit.
A) two-sided messages
B) one-sided messages
C) indirect comparison messages
D) direct comparisons
E) source derogations

Accepted Answer

Direct comparisons explicitly name a competitor or set of competitors and attack them on the basis of an attribute or benefit. Choice A, two-sided messages, refers to advertising that presents both positive and negative information about a brand or product, often used to build credibility. Choice B, one-sided messages, only present positive attributes and benefits of a brand or product. Choice C, indirect comparison messages, imply comparison without explicitly naming a competitor. Choice E, source derogations, attack the credibility of the source of a competitor's message rather than the competitor itself.

Question 12

Casey thought that the salesman was charming; he reminded her of her father.She bought a digital camera based on his recommendations.This is an example of
A) high-pressure sales tactics.
B) positioning of a customer familiarity.
C) strategic modeling.
D) customer paring of information cognitively.
E) source attractiveness influencing customer attitudes.

Accepted Answer

This scenario involves the source attractiveness influencing customer attitudes. The salesman's charm and similarity to Casey's father made him an attractive source, which influenced her decision to purchase the camera based on his recommendations.

Question 13

Two-sided messages may affect attitudes primarily because they
A) decrease belief strength.
B) reduce counterarguments.
C) directly affect evaluations.
D) contain issues that are central to the object.
E) indirectly affect evaluations.

Accepted Answer

Two-sided messages can reduce counterarguments by acknowledging and refuting opposing viewpoints, which makes the audience more receptive to the message.

Question 14

There is some evidence that if we see an advertisement we like,our overall ____ will influence our brand attitudes and behavior.
A) brand image
B) brand awareness of the ad
C) attitude toward the ad
D) elaboration likelihood
E) awareness of the ad

Accepted Answer

Our attitude toward the ad is likely to influence our brand attitudes and behavior because if we have a positive attitude toward an advertisement, we are more likely to have positive feelings about the brand being advertised and may be more likely to purchase or consider purchasing the product.

Question 15

Melissa was emotionally involved in the television advertisement for Delta Airlines.It brought back all sorts of good images and feelings from her childhood experience with her family.Melissa is experiencing what is (are)best known as ____ to the ad.
A) affective responses
B) primary responses
C) secondary responses
D) peripheral processing
E) cognitive responses

Accepted Answer

Affective responses refer to emotional reactions or feelings towards a stimulus, in this case the Delta Airlines advertisement. Melissa's positive memories and emotions from her childhood are being evoked by the ad, indicating an affective response. The other options do not accurately describe Melissa's response to the advertisement.

Question 16

A commercial for a cleaning product showed a refrigerator with old food stains and a guest of the owner about to open the refrigerator.This commercial might elicit customers to buy the product that will help clean their refrigerator.The message is using ____ to influence customer attitudes.
A) strategic positioning of the product
B) correct product placement
C) fear appeals
D) cognitive planning
E) urgent appeals

Accepted Answer

The commercial is using a fear appeal, as it is showing the potential negative consequences of not having a clean refrigerator (i.e. old food stains) and implying that the guest may judge the owner based on the state of their refrigerator. This fear appeal is then used to influence customer attitudes towards buying the cleaning product. Strategic positioning, product placement, cognitive planning, and urgent appeals are not present in this particular message.

Question 17

A few years ago,Volvo tried to prove the safety of its cars by driving large vehicles over a (albeit steel-reinforced)Volvo and explaining that the car could withstand a large force.This is an example of a company using ____ to change attitudes.
A) peripheral processing
B) schemas
C) associations
D) counterarguments
E) strong arguments

Accepted Answer

The answer of A few years ago,Volvo tried to prove...

Question 18

According to the ____,a marketing communication such as an ad discouraging consumers from drinking and driving,that depicts a fatal consequence of the behavior may be ineffective at changing consumers' attitudes or behavior.
A) Cognitive Response Theory
B) Theory of Reasoned Action
C) Theory of Planned Behavior
D) Terror Management Theory
E) Elaboration Likelihood Model

Accepted Answer

Terror Management Theory suggests that when people are reminded of their mortality, such as through messages depicting fatal consequences, they may react defensively rather than changing their attitudes or behaviors. This can make such marketing communications ineffective at achieving their intended behavior change.

Question 19

If consumers hold an existing attitude with confidence,credible sources will
A) have greater impact.
B) affect emotions but not cognitions.
C) have less impact.
D) affect cognitions but not emotions.
E) have a boomerang effect.

Accepted Answer

If consumers hold an existing attitude with confidence, it means that they have strong beliefs and convictions about that attitude. Therefore, credible sources, which are sources that are perceived as trustworthy and knowledgeable, will have less impact on their attitude since they are highly resistant to change. This is because they have already formed an opinion that is difficult to alter.

Question 20

The Canon Xapshot camera,which records pictures on a computer disk,introduces several new beliefs including "seeing your pictures instantly on your TV" and "the ability to erase unwanted photos." This is best thought of as an example of using an attitude-change strategy to
A) make attitudes toward the object more important than subjective norms.
B) change beliefs.
C) target normative beliefs.
D) change evaluations.
E) add a new belief.

Accepted Answer

The correct answer is E because the Canon Xapshot camera introduces a new belief, "the ability to erase unwanted photos."

Quiz 5: Attitudes Based on High Effort

____ is when a stimulus has strong emotional relevance to the consumer.

A two-sided message is one that contains

Marketers can help change consumer attitudes in this major strategy:

In forming attitudes using high effort,all of the following could be thought of as credible sources,except a message from a(n)

Research has suggested that when consumers are using central route processing,attractive sources tend to evoke favorable attitudes if they are appropriate for the offering category.This effect has been called the

In order to lure tourists,an industrial suburb has started to show pictures of its beautiful parks,lakefronts,and a newly rebuilt commercial district.This is an example of changing beliefs by

The phrase "Where's the beef?" kept ringing in Joshua's head,but he could not remember where he had heard it.This is an example of the

It is best to use comparative messages when consumers

Indirect comparison messages are those that contain

With ____,advertisers explicitly name a competitor or set of competitors and attack them on the basis of an attribute or benefit.

Casey thought that the salesman was charming; he reminded her of her father.She bought a digital camera based on his recommendations.This is an example of

Two-sided messages may affect attitudes primarily because they

There is some evidence that if we see an advertisement we like,our overall ____ will influence our brand attitudes and behavior.

Melissa was emotionally involved in the television advertisement for Delta Airlines.It brought back all sorts of good images and feelings from her childhood experience with her family.Melissa is experiencing what is (are) best known as ____ to the ad.

A commercial for a cleaning product showed a refrigerator with old food stains and a guest of the owner about to open the refrigerator.This commercial might elicit customers to buy the product that will help clean their refrigerator.The message is using ____ to influence customer attitudes.

A few years ago,Volvo tried to prove the safety of its cars by driving large vehicles over a (albeit steel-reinforced) Volvo and explaining that the car could withstand a large force.This is an example of a company using ____ to change attitudes.

According to the ____,a marketing communication such as an ad discouraging consumers from drinking and driving,that depicts a fatal consequence of the behavior may be ineffective at changing consumers' attitudes or behavior.

If consumers hold an existing attitude with confidence,credible sources will

The Canon Xapshot camera,which records pictures on a computer disk,introduces several new beliefs including "seeing your pictures instantly on your TV" and "the ability to erase unwanted photos." This is best thought of as an example of using an attitude-change strategy to