Question 1

Intra-attitude consistency occurs when a person's overall system of attitudes is in balance.

Accepted Answer

Intra-attitude consistency refers to the degree of harmony or consistency within a single attitude, not across an entire system of attitudes.

Question 2

Single-item rating scales measure one's overall attitude toward an object, ranging from very favorable to very unfavorable.

Accepted Answer

Single-item rating scales are designed to measure an individual's overall attitude towards an object by asking them to place their attitude on a continuum that ranges from very favorable to very unfavorable, capturing a singular, overall evaluation.

Question 3

Involved consumers tend to want to draw their own conclusions and typically resent efforts of marketers to do so for them.

Accepted Answer

Involved consumers, who are highly interested and engaged in a product category, prefer to gather information and make their own decisions. They often view overt marketing efforts that attempt to draw conclusions for them as intrusive or manipulative, preferring instead to come to their own conclusions based on the information available.

Question 4

Attractiveness is the most important for a source's persuasiveness.

Accepted Answer

While attractiveness can enhance a source's persuasiveness, factors such as credibility, expertise, and the quality of the message itself are often more important in determining the overall persuasiveness of a source.

Question 5

The finite ideal point attitude model assumes that people prefer a moderate amount of each attribute rather than the most of each.

Accepted Answer

The finite ideal point attitude model posits that individuals have an optimal level of attribute preference, meaning they prefer a moderate amount of each attribute rather than the maximum amount possible.

Question 6

Self-perception theory is a type of cognitive theory which suggests that that when asked about attitudes of which they are uncertain, people sometimes reflect on their behavior and infer what their attitudes must be.

Accepted Answer

The answer of Self-perception theory is a type of cognitive...

Question 7

Jessie has trouble downloading her pictures from her new digital camera. She is experiencing an attribution toward things.

Accepted Answer

Jessie is experiencing an internal attribution toward things, meaning she is blaming the camera for her inability to download her pictures.

Question 8

In the dissonance-attribution hierarchy, the order of communication effects is do-feel-think.

Accepted Answer

The dissonance-attribution hierarchy suggests that communication effects occur in the order of do-feel-think, meaning that people first engage in a behavior (do), then experience emotions (feel), and finally develop thoughts (think) about the behavior.

Question 9

Think-do-feel is the order of consumer action in an experiential hierarchy.

Accepted Answer

The correct order in an experiential hierarchy is feel-think-do, where consumers first experience an emotional response, then engage in cognitive processes, and finally take action.

Question 10

Passive learning occurs in low-involvement media.

Accepted Answer

Passive learning is more likely to occur with low-involvement media, where the audience is not actively engaged or deeply processing the information, such as when watching television or listening to the radio.

Question 11

1 Thoughtful reactions audience members have when exposed to persuasive marketing communications, from which they form descriptive beliefs are __________.
A) Cognitive responses
B) Support responses
C) Belief discrepancies
D) Message responses
E) Information responses

Accepted Answer

Cognitive responses are the thoughtful reactions that audience members have when exposed to persuasive marketing communications, leading them to form descriptive beliefs.

Question 12

The package on a bag of potato chips reads "ZERO TRANS FATS." The actual fat content in grams is only shown on the nutrition label. What is this an example of?
A) Implicit framing
B) Explicit framing
C) Message framing
D) Belief discrepancies
E) Ethical repositioning

Accepted Answer

This is an example of message framing, where the packaging highlights the absence of trans fats to influence consumer perception, even though the total fat content is only detailed in the nutrition label.

Question 13

When the message receiver attacks the message source, thereby rejecting it altogether, this is called __________.
A) Explicit framing
B) Belief discrepancy
C) Message discrepancy
D) Source derogation
E) Source involvement

Accepted Answer

Source derogation occurs when the receiver of a message attacks the source of the message instead of considering the content of the message itself. This can lead to outright rejection of the message based on the perceived credibility or characteristics of the source, rather than the message's merits.

Question 14

Which belief-importance model assumes that higher ratings on belief scales are preferable to lower ratings?
A) The infinite ideal point belief-importance model
B) The Rosenburg model
C) The Fishbein model
D) Fishbein's theory of reasoned action
E) Belief importance model

Accepted Answer

The infinite ideal point belief-importance model assumes that higher ratings on belief scales are preferable to lower ratings because it assumes that people prefer to hold beliefs that are as close as possible to their ideal point.

Question 15

Perceived social pressure to conform to the behavioral standards of other important persons or social groups is __________.
A) Motivation to comply
B) Normative beliefs
C) Subjective motivation
D) Inclusive motivation
E) Hedonic beliefs

Accepted Answer

Normative beliefs are the perception of social pressure to conform to the behavioral standards of other important persons or social groups.

Question 16

Which marketplace function helps people relate to the marketplace and simplify their decision making?
A) Utilitarian function
B) Value-expressive function
C) Knowledge function
D) Ego-defensive function
E) Hedonic function

Accepted Answer

The knowledge function helps people relate to the marketplace by organizing and simplifying information, aiding in decision making.

Question 17

When a new Verizon customer purchases a phone, he is given free Internet for the first month. What is this an example of?
A) Affect transferral
B) Dual-mediation hypothesis
C) Dissonance
D) Connative behavioral influence perspective
E) Attribution theory

Accepted Answer

This is an example of the connative behavioral influence perspective, where a company offers an incentive (free internet) to influence the customer's behavior and encourage them to try the service.

Question 18

People who tend to attribute their successes to themselves and their failures to others are examples of the principle of __________.
A) Defensive attribution
B) Internal attribution
C) External attribution
D) Operative attribution
E) Offensive attribution

Accepted Answer

Defensive attribution is when individuals attribute their successes to internal factors and their failures to external factors to protect their self-esteem.

Question 19

Which of the following should marketers do in response to the consumers learning according to passive learning theory?
A) High frequency advertising
B) Provide customers with sales personnel
C) Informational packets
D) Lower prices
E) Value packaging

Accepted Answer

Passive learning theory suggests that consumers learn and remember best when exposed to information repeatedly, even if they are not actively engaged with the material. High frequency advertising aligns with this theory by ensuring that the message is seen multiple times, increasing the likelihood of retention and recall.

Question 20

What is the order of action a consumer takes when using the standard learning hierarchy?
A) Think, do, feel
B) Feel, think, do
C) Think, feel, do
D) Do, feel, think
E) Do, think, feel

Accepted Answer

The standard learning hierarchy model suggests that consumers first engage in a cognitive process (think), followed by the development of feelings or attitudes (feel), and finally culminate in a particular behavior or action (do). This model is often applied in marketing to understand how consumers process information and make decisions.

Quiz 15: Attitude Formation and Change

Intra-attitude consistency occurs when a person's overall system of attitudes is in balance.

Single-item rating scales measure one's overall attitude toward an object, ranging from very favorable to very unfavorable.

Involved consumers tend to want to draw their own conclusions and typically resent efforts of marketers to do so for them.

Attractiveness is the most important for a source's persuasiveness.

The finite ideal point attitude model assumes that people prefer a moderate amount of each attribute rather than the most of each.

Self-perception theory is a type of cognitive theory which suggests that that when asked about attitudes of which they are uncertain, people sometimes reflect on their behavior and infer what their attitudes must be.

Jessie has trouble downloading her pictures from her new digital camera. She is experiencing an attribution toward things.

In the dissonance-attribution hierarchy, the order of communication effects is do-feel-think.

Think-do-feel is the order of consumer action in an experiential hierarchy.

Passive learning occurs in low-involvement media.

1 Thoughtful reactions audience members have when exposed to persuasive marketing communications, from which they form descriptive beliefs are __________.

The package on a bag of potato chips reads "ZERO TRANS FATS." The actual fat content in grams is only shown on the nutrition label. What is this an example of?

When the message receiver attacks the message source, thereby rejecting it altogether, this is called __________.

Which belief-importance model assumes that higher ratings on belief scales are preferable to lower ratings?

Perceived social pressure to conform to the behavioral standards of other important persons or social groups is __________.

Which marketplace function helps people relate to the marketplace and simplify their decision making?

When a new Verizon customer purchases a phone, he is given free Internet for the first month. What is this an example of?

People who tend to attribute their successes to themselves and their failures to others are examples of the principle of __________.

Which of the following should marketers do in response to the consumers learning according to passive learning theory?

What is the order of action a consumer takes when using the standard learning hierarchy?