Question 1

Tom strongly believes that raising tax rates for the rich is the only way to steer the economy out of recession as it is likely to generate greater tax revenues for the government. When his friend Sam pointed out that the government receives greater tax revenues when tax rates are uniformly low for all Americans, Tom refused to accept Sam's input and change his attitude. Interestingly, the input provided by Sam further strengthened Tom's initial attitude. This is an example of a _____.

Accepted Answer

This scenario describes a contrast effect, where Tom's initial attitude is strengthened by the input of an opposing view that falls outside of his beliefs, leading him to reject it and become even more convinced of his initial stance. The other options (message effect, source effect, recency effect) do not accurately describe the scenario presented.

Question 2

Caroline wants to be a doctor, but she is unable to decide which school she should join. Her friends try to convince her to apply to the top-ranking medical schools. She believes that her parents, who are doctors, want her to attend the same medical school they attended. Caroline herself wants to apply to the medical school that her best friend attends. Caroline's focus, in this case, is on what other people think she should do in addition to her own attitude toward specific schools. Which of the following consumer attitude models best describes the given scenario?

Accepted Answer

The behavioral intentions model considers the influence of others' opinions and the individual's own attitude, which aligns with Caroline's situation.

Question 3

Which of the following types of effect is said to occur when material presented later in a message has the most impact?

Accepted Answer

A recency effect is when the most recent material presented in a message has the most impact. This can occur when the listener's attention and memory are more focused on the end of the message, leading to better recall and persuasion.

Question 4

Which of the following consumer attitude models is known as a compensatory model?

Accepted Answer

The attitude-toward-the-object model is a compensatory model because it assumes that consumers weigh the pros and cons of a product to form an overall attitude toward it. This means that positive attributes can compensate for negative attributes, and overall evaluations are based on an overall assessment of the product. The other models listed are non-compensatory or do not involve overall product evaluations.

Question 5

Percy, a professional nature photographer, wants to buy a camera. When he comes across an ad for a camera in a magazine, he carefully considers and evaluates the various attributes of the camera. He also weighs its advantages against the price and assesses its usability under inclement weather conditions. In the given scenario, Percy is focusing on _____.

Accepted Answer

Percy is focusing on central cues which refers to the main features of the camera such as its attributes, advantages, price and usability under certain conditions. He is making a rational decision based on the central aspects of the product rather than peripheral or abstract cues. He is not focusing on relational cues, which refer to social factors and relationships that may influence a person's decision.

Question 6

Briefly discuss the effect of fear appeal in marketing.

Accepted Answer

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Question 7

Describe the ABC approach to attitudes. Provide an example statement for each component of attitudes.

Accepted Answer

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Question 8

The value-expressive function of attitudes:

Accepted Answer

The value-expressive function of attitudes enables consumers to convey their values, self-concept, and beliefs to others. It serves as a means of expressing their identity and values, allowing them to communicate this information to others through the brands, products, or services they use/endorse.

Question 9

What are some of the factors that weaken the attitude-behavior relationship?

Accepted Answer

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Question 10

Victoria needs to collect her prescription on her way home. While she is at the pharmacy, she decides to buy milk. Though the milk is not of the brand she usually buys, she buys it in order to avoid a trip to the grocery store. In the context of the hierarchy of effects, Victoria's decision to purchase the milk at the pharmacy is an example of the _____.

Accepted Answer

Victoria's decision to buy the milk at the pharmacy without much thought or consideration is an example of the low-involvement hierarchy. This hierarchy is characterized by low levels of involvement and decision-making effort, and consumers often make quick and impulsive decisions based on minimal information. In this case, Victoria's need for convenience and avoiding a trip to the grocery store trumped her brand loyalty for milk.

Question 11

Briefly explain the high-involvement hierarchy of effects.

Accepted Answer

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Question 12

List some of the questions an advertiser must consider when constructing a message.

Accepted Answer

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Question 13

In the context of the elaboration likelihood model (ELM), explain how attitudes are changed based on differing levels of consumer involvement.

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Question 14

Discuss the importance of source credibility in advertisements.

Accepted Answer

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Question 15

Briefly describe the value-expressive function of attitudes.

Accepted Answer

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Question 16

How does the behavioral intentions model differ from the attitude-toward-the-object (ATO) model?

Accepted Answer

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Question 17

Identify a true statement about the attitude-toward-the-object (ATO) approach.

Accepted Answer

Adding beliefs about new attributes may require a physical change to the product itself, as it involves introducing new features or characteristics that consumers can perceive and evaluate.

Question 18

Roger is an ardent supporter of a famous soccer club. He always wears that team's jersey during league matches in order to fit in and connect with the other fans of the club. This is an example of the _____ of attitudes.

Accepted Answer

The utilitarian function of attitudes refers to the basic principle of pleasure or utility. Wearing the team's jersey helps Roger fit in and connect with other fans, providing him with social rewards and a sense of belonging, which are practical benefits of expressing this particular attitude.

Question 19

Briefly discuss the role of humor in message appeal.

Accepted Answer

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Question 20

Which of the following best exemplifies the utilitarian function of attitudes?

Accepted Answer

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Quiz 7: Attitudes and Attitude Change