Deck 7: Attitudes and Behaviors

Question 1

_______ is a learned predisposition to respond in a consistently favorable or unfavorable manner in relation to some object.

A) The knowledge function
B) Cognitive dissonance
C) An attitude
D) A decision rule

Answer 1

C

Question 2

The thing about which an attitude is held is the

A) attitude object.
B) subjective norm.
C) planned behavior.
D) motivation to comply.

Answer 2

A

Question 3

The _______ component of attitudes encompasses all of the beliefs, knowledge, and thoughts the individual has about the attitude object.

A) behavioral
B) cognitive
C) normative
D) affective

Answer 3

B

Question 4

The most important or relevant beliefs to the consumer are called _______ beliefs.

A) utilitarian
B) conjunctive
C) affective
D) salient

Question 5

Behaviors and behavioral _______ both fall under the broad category of the behavioral component of attitudes.

A) knowledge
B) control
C) intentions
D) elaborations

Question 6

Which hierarchy assumes that the consumer is highly engaged in a rational decision-making process?

A) The high-involvement hierarchy
B) The behavioral hierarchy
C) The low-involvement hierarchy
D) The emotional hierarchy

Question 7

Which theory suggests that consumers seek balance between themselves, an attitude object, and some other important person or object?

A) The functional theory of attitudes
B) The theory of planned behavior
C) The balance theory of attitudes
D) The theory of reasoned action

Question 8

For balance to occur, the three links, when multiplied together, must result in a _______ outcome.

A) negative
B) planned
C) neutral
D) positive

Question 9

_______ is a state of being in which the individual has beliefs, attitudes, or behaviors that are out of balance.

A) Social compliance
B) Planned obsolescence
C) Behavioral confliction
D) Cognitive dissonance

Question 10

To reduce feelings of dissonance, consumers will change their beliefs, attitudes, or behaviors in an effort to achieve

A) recognition.
B) acceptance.
C) balance.
D) closure.

Question 11

Which theory is used to understand the motives of attitude formation?

A) The functional theory of attitudes
B) The theory of planned behavior
C) The balance theory of attitudes
D) The theory of reasoned action

Question 12

The _______ function proposes that consumers seek maximum utility and value from their consumption.

A) knowledge
B) utilitarian
C) value-expressive
D) ego-defensive

Question 13

The _______ function proposes that attitudes perform the function of protecting or enhancing a consumer's self-image.

A) knowledge
B) value-expressive
C) utilitarian
D) ego-defensive

Question 14

The _______ function is concerned with the drive to project important aspects of the actual self and possible selves.

A) ego-defensive
B) utilitarian
C) value-expressive
D) knowledge

Question 15

The _______ function is driven by the underlying human need to have an accurate, meaningful, stable, and organized view of the world.

A) knowledge
B) value-expressive
C) utilitarian
D) ego-defensive

Question 16

An anti-aging moisturizer protects and enhances a consumer's self-image by helping to reduce the signs of aging. What function does this product perform for the consumer?

A) A utilitarian function
B) A value-expressive function
C) An ego-defensive function
D) A knowledge function

Question 17

Each of the three main theories of attitudes is referred to as a(n)

A) utilitarian function.
B) multiattribute attitude model.
C) perceived behavioral control.
D) motivation to comply.

Question 18

When buying an apple, a consumer thinks that it is very important that an apple is juicy, fresh, and locally sourced. This is an example of which element of the miltiattribute model?

A) Perceptions
B) Beliefs
C) Augmentation
D) Evaluations

Question 19

Which multiattribute model states that attitudes are based on two things: the beliefs that a product has a set of attributes and the evaluations of those attributes?

A) The planned behavior model
B) The theory of reasoned action model
C) The expectancy-value model
D) The elaboration likelihood model

Question 20

The purpose of multiattribute approaches are to _______ express the relationship between the model's components.

A) quantitatively
B) visually
C) qualitatively
D) subjectively

Question 21

Which multiattribute model focuses on attitudes toward a behavior, rather than an attitude about a product or behavior?

A) The theory of reasoned action
B) The theory of planned behavior
C) The expectancy-value model
D) The elaboration likelihood model

Question 22

What are subjective norms?

A) A consumer's emotional connection with the brand
B) A consumer's assessment of how a behavior is view by others
C) A consumer's desire to enact a given behavior
D) A consumer's perception of their ability to perform a behavior

Question 23

What are behavioral intentions?

A) A consumer's perception of their ability to perform a behavior
B) A consumer's assessment of how a behavior is view by others
C) A consumer's emotional connection with the brand
D) A consumer's desire to enact a given behavior

Question 24

An individual wants to get a tattoo but is hesitant because of the anticipated negative reaction from their family. This is an example of

A) perceived behavioral control.
B) desirability bias.
C) choice architecture.
D) a subjective norm.

Question 25

A consumer's perceptions about whether or not other people believe it is a good idea to engage in a behavior are called

A) behavioral intentions.
B) normative beliefs.
C) episodic perceptions.
D) motivations to comply.

Question 26

The extent to which an individual feels driven to conform to the subjective preferences of other people is known as

A) cognitive dissonance.
B) perceived behavioral control.
C) episodic perception.
D) the motivation to comply.

Question 27

_______ represent(s) the confidence a consumer has in his or her own abilities and skills.

A) Decision rules
B) Subjective preferences
C) Motivation to comply
D) Perceived behavioral control

Question 28

The purpose of the theory of planned behavior is to provide an understanding of consumer perceptions and behaviors plus the variable of

A) perceived behavioral control.
B) motivation to comply.
C) episodic perception.
D) subjective preference.

Question 29

Compensatory and noncompensatory models are two types of

A) evaluation of change.
B) decision rules.
C) emotional resonance.
D) perceived behavioral control.

Question 30

In a(n) _______ model, the components are combined in such a way that a low score on one component is compensated by a higher score on another.

A) noncompensatory
B) expectancy-value
C) compensatory
D) salient

Question 31

In a(n) _______ model, one overriding component is dominant in the decision-making process.

A) compensatory
B) salient
C) expectancy-value
D) noncompensatory

Question 32

When customers use the _______ decision rule, they will choose the brand that achieves the minimum level for each key evaluative attribute.

A) lexicographic
B) elimination-by-aspects
C) conjunctive
D) ego-protective

Question 33

Using the _______ decision rule, customers rank the product attributes by their importance, select the most important attribute, and then pick the brand that scores highest on that attribute.

A) ego-protective
B) lexicographic
C) elimination-by-aspects
D) conjunctive

Question 34

The _______ decision rule ranks attributes by importance and sets a minimum acceptable cutoff point for each attribute.

A) elimination-by-aspects
B) lexicographic
C) conjunctive
D) ego-protective

Question 35

A car company is trying to convince consumers that automatic parking capabilities are extremely important in a car. Typically, consumers do not consider this feature when purchasing a car. This is an example of which behavioral change strategy?

A) Change an evaluation
B) Change a belief
C) Change perceived behavioral control
D) Change a normative belief

Question 36

Which model describes a process by which consumers think about and mentally process communication messages?

A) Expectancy-value
B) Elimination-by-aspects
C) Ego defensive
D) Elaboration likelihood

Question 37

The _______ describes the depth of thought that a consumer engages in when exposed to a communication message.

A) subjective norm
B) behavioral intention
C) elaboration continuum
D) affective component

Question 38

Which type of processing occurs when a highly involved consumer pays attention to the information, carefully evaluates it, integrates it with existing knowledge, and develops an attitude based on logical reasoning?

A) Behavioral intention
B) Value-expressive function
C) Attitude adjustment
D) Central route

Question 39

Peripheral route processing is taken by consumers who

A) intend to interact with a product.
B) have low levels of involvement.
C) are involved in researching a product.
D) think that a product will be useful.

Question 40

Consumers who use the central route for processing

A) are not interested in a product.
B) make instinctive purchases.
C) make greater use of product related information.
D) have low levels of involvement.

Question 41

If a company uses an ad that provides detailed information about a new product, the ad encourages

A) peripheral route processing.
B) perceived behavioral control.
C) central route processing.
D) conjunctive decisions.

Question 42

Marketers of low involvement products know that many everyday purchases involve peripheral route processing, thus they construct ads that

A) offer detailed product information.
B) create controversy.
C) are only intended to attract attention.
D) are indistinct.

Question 43

What are attitudes? Identify the four key components of the definition of attitudes?

Question 44

Define the different hierarchies of effects. Why is it important that marketers identify which hierarchy of effects is most relevant to them?

Question 45

What is the balance theory of attitudes? Give an example from a consumer's perspective.

Question 46

What is cognitive dissonance? Why is it an important concept of consumer behavior?

Question 47

Identify and define the three elements of each multiattribute model. What do multiattribute models offer to marketers?

Question 48

Provide two detailed examples of a compensatory decision rule.

Question 49

Multiattribute models can be cumbersome and difficult for marketers to administer. Why?

Question 50

Give an example of how a marketing manager can change a consumer's evaluation of a car. Outline the consumer's original evaluation, why that evaluation needs to be changed, and how this can be accomplished.

Question 51

Provide an example of how a marketing manager can change a consumer's motivation to comply. Choose a product and outline the consumer's original motivation, why this motivation needs to be changed, and how that can be accomplished.

Question 52

What is the elaboration likelihood model? What is an important feature of this model? Why? Give an example.

Question 53

How can a marketer change the basic motivational function?

Question 54

Explain the functional theory of attitudes. Identify and define the four important functions for consumers. Give an example of how marketers can use these insights to communicate with consumers.

Question 55

What is the difference between compensatory and noncompensatory models? Define conjunctive, lexicographic, and elimination-by-aspects decision rules. Give an example of each.

Question 56

Identify and define the seven strategies to change behavioral intentions laid out in the text. Why would a marketer want to change behavioral intentions and how can it be accomplished? Provide specific examples.