Question 1

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 occurs when consumers are motivated and able to process information about the attitude object. They exert effort to comprehend, learn, or evaluate the available information, which can lead to learning and attitude change. This route is contrasted with the peripheral route, which focuses on more superficial cues such as celebrity endorsements or attractive packaging.

Question 2

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 long-standing 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 tend to have strong beliefs about their preferred brands and often resist evidence that challenges those beliefs. It can be difficult for marketers to change deeply held beliefs, and attacking long-standing brand beliefs can be a risky strategy.

Question 3

The ________ acknowledges the possibility that the central route to persuasion can be influenced by a peripheral cue.
A) multiattribute attitude model
B) tricomponent attitude model
C) trying-to-consume model
D) functional approach
E) dual mediation model

Accepted Answer

The dual mediation model suggests that both central and peripheral cues can influence persuasion, acknowledging the role of peripheral cues in the central route to persuasion.

Question 4

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.
A) distinctiveness
B) consistency over time
C) consistency over modality
D) consensus
E) self-defense

Accepted Answer

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

Question 5

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 initial attitude toward station wagons is best described by which of the following multiattribute attitude models?
A) attitude-toward-behavior model
B) trying-to-consume model
C) theory-of-reasoned-action model
D) attitude-toward-object model
E) attitude-toward-ad model

Accepted Answer

The attitude-toward-object model focuses on an individual's overall evaluation of an object or concept, regardless of any specific behaviors. Carl's negative attitude toward station wagons is an example of this.

Question 6

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) tricomponent route
C) functional route
D) primary route
E) peripheral route

Accepted Answer

The peripheral route to persuasion involves the use of superficial cues such as attractiveness or credibility of the source rather than a careful consideration of the quality of the arguments. This route is likely to be more effective when the audience is not motivated to think deeply or lacks the necessary skills to do so. Therefore, when a consumer's motivation or assessment skills are low, learning and attitude change tend to occur via the peripheral route.

Question 7

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 proposes that consumers' attitudes can be changed by two distinct routes to persuasion: central routes and peripheral routes. Central routes involve deep processing of information and careful evaluation of the arguments presented, while peripheral routes rely on superficial cues such as celebrity endorsements or attractive packaging. Therefore, option C, central and peripheral routes, is the best answer.

Question 8

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 refers to the tendency for people to infer that an event or behaviour is due to their own internal characteristics, rather than to external factors. When consumers give themselves credit for the outcome of a behavior, it is an example of internal attribution, as they attribute the cause of the behavior to their own personality or abilities.

Question 9

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 a consumer holds conflicting thoughts about a belief or an attitude object. This theory suggests that consumers seek to reduce this discomfort by changing their beliefs or behavior.

Question 10

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

Question 11

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) postpurchase dissonance
B) emotionally charged states
C) defensive attribution
D) subjective norms
E) attitude formation

Accepted Answer

Postpurchase dissonance refers to the anxiety or regret a consumer may feel after making a purchase. To reduce this dissonance, they may engage in the behaviors mentioned such as seeking out supportive advertisements, trying to convince others of their choice, or looking to other satisfied owners for reassurance.

Question 12

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

Accepted Answer

Self-perception theory suggests that attitudes develop as consumers look at and make judgments about their own behavior. This means that individuals infer their attitudes based on their own observed behavior, rather than them having a pre-existing attitude that motivates their behavior.

Question 13

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) postpurchase dissonance
E) situational influence

Accepted Answer

Postpurchase dissonance refers to the discomfort or anxiety that arises from a discrepancy between a consumer's expectations and the actual product or service experienced. In this case, Matthew experiences dissonance after seeing the cheaper laptop advertised and is trying to resolve it by convincing himself that the more expensive laptop has more attractive features.

Question 14

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

This principle is called defensive attribution, where individuals tend to attribute their successes to themselves, but attribute their failures to external factors such as other people or outside events as a way to protect their self-esteem.

Question 15

If a student observes that she routinely purchases the Des Moines Register on her way to class,she is apt to conclude that she like 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

Self-perception theory posits that people infer their attitudes and emotions from their behavior. In this scenario, the student observes that she routinely purchases the Des Moines Register on her way to class, which likely leads her to conclude that she likes the newspaper.

Question 16

"The largest selling brand" and "the one all others try to imitate" are claims used by companies trying to change attitudes by using the following strategy:
A) changing the relative evaluation of attributes
B) changing brand beliefs
C) adding an attribute
D) changing the overall brand rating
E) changing consumers' subjective norms

Accepted Answer

These claims aim to enhance the overall perception of the brand, thereby changing the overall brand rating in the minds of consumers.

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 ________.
A) door-in-the-face technique
B) consensus technique
C) foot-in-the-door technique
D) attribution technique
E) dual mediation technique

Accepted Answer

The described situation is an example of the foot-in-the-door technique, which involves starting with a small request (in this case, a $10 donation) and then gradually increasing the request to larger amounts. The person who donated $10 may be more likely to agree to a larger donation because they have already demonstrated a commitment to the cause through their initial donation, and want to maintain consistency with their past behavior.

Question 18

When Advil makes a dramatic assertion that it has product superiority over Tylenol by claiming it lasts longer and is gentler,what attitude change strategy is it using?
A) changing the relative evaluation of attributes
B) changing brand beliefs
C) changing beliefs about competitor brands
D) changing the overall brand rating
E) changing consumers' subjective norms

Accepted Answer

Advil is attempting to change beliefs about competitor brands by asserting that it lasts longer and is gentler than Tylenol, which directly targets and alters perceptions of the competitor.

Question 19

If Yoplait decides to point out that their yogurt has more potassium than a banana,which strategy of attitude change are they following?
A) changing the relative evaluation of attributes
B) changing brand beliefs
C) adding an attribute
D) changing the overall brand rating
E) changing consumers' subjective norms

Accepted Answer

Yoplait is adding a new attribute (potassium) to their product and comparing it to a well-known source of potassium (banana) in order to change consumers' attitudes towards their yogurt.

Question 20

When HP challenges the notion that computers do not have to be difficult to use by stating that their product "is as simple as duh," it is altering a component of the multiattribute model to change attitudes.Which attitude change strategy is it using?
A) changing the relative evaluation of attributes
B) changing brand beliefs
C) adding an attribute
D) changing the overall brand rating
E) changing consumers' subjective norms

Accepted Answer

HP is changing brand beliefs by emphasizing the simplicity of their product, suggesting that it is easy to use, which alters consumers' perceptions of the brand.

Quiz 8: Consumer Attitude Formation and Change

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.

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

The ________ acknowledges the possibility that the central route to persuasion can be influenced by a peripheral cue.

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.

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

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

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

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

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

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.

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

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.

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

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

"The largest selling brand" and "the one all others try to imitate" are claims used by companies trying to change attitudes by using the following strategy:

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 ________.

When Advil makes a dramatic assertion that it has product superiority over Tylenol by claiming it lasts longer and is gentler,what attitude change strategy is it using?

If Yoplait decides to point out that their yogurt has more potassium than a banana,which strategy of attitude change are they following?

When HP challenges the notion that computers do not have to be difficult to use by stating that their product "is as simple as duh," it is altering a component of the multiattribute model to change attitudes.Which attitude change strategy is it using?