Question 1

COFFEE MINI CASE: Linda is a heavy coffee drinker and a friend recommends that she try Sunrise Coffee, a new coffee house in town, because it sells delicious coffee. Linda replies that she really prefers to drink her coffee in the peace and quiet of her own home. One morning, Linda is running late and doesn't have time to make herself a cup of coffee, so she stops by Sunrise and is greeted by a cheerful staff and a great-tasting coffee, all of which put Linda in a good mood. Upon arriving at work, a coworker comments on her alert, up-beat attitude that morning. Linda replies that it must be the great weather that day, sunshine after a week of solid rain. The following morning, Linda recalls what a pleasant experience she had at Sunrise and decides to go again.
-In the COFFEE MINI CASE, Linda's attitude toward Sunrise changes as a result of ________.

Accepted Answer

Linda's attitude toward Sunrise Coffee changes due to her direct experience with the coffee house, which was positive and influenced her mood and perception of the place.

Question 2

COFFEE MINI CASE: Linda is a heavy coffee drinker and a friend recommends that she try Sunrise Coffee, a new coffee house in town, because it sells delicious coffee. Linda replies that she really prefers to drink her coffee in the peace and quiet of her own home. One morning, Linda is running late and doesn't have time to make herself a cup of coffee, so she stops by Sunrise and is greeted by a cheerful staff and a great-tasting coffee, all of which put Linda in a good mood. Upon arriving at work, a coworker comments on her alert, up-beat attitude that morning. Linda replies that it must be the great weather that day, sunshine after a week of solid rain. The following morning, Linda recalls what a pleasant experience she had at Sunrise and decides to go again.
-In the COFFEE MINI CASE, Linda's new attitude toward and repeat patronage of Sunrise Coffee is a function of the ________ of the tri-component attitude model.

Accepted Answer

Linda's change in attitude and behavior towards Sunrise Coffee is primarily driven by her positive emotional experience (pleasant staff, great-tasting coffee, improved mood), which aligns with the affective component of the tri-component attitude model. This component focuses on feelings and emotional responses.

Question 3

Attitudes are learned from direct experience with the product, word-of-mouth information acquired from others, or exposure to mass-media advertising, the Internet, and various forms of direct marketing.

Accepted Answer

Attitudes are indeed learned from a variety of sources including direct experience with the product, word-of-mouth from others, and exposure to advertising through mass media, the Internet, and direct marketing. These sources influence consumer perceptions and attitudes towards products and brands.

Question 4

The affective component of the tri-component attitude model represents the consumer's emotions and feelings regarding the attitude object.

Accepted Answer

The affective component of the tri-component attitude model indeed represents the consumer's emotions and feelings towards the attitude object, focusing on how the object makes them feel.

Question 5

PUB MINI CASE: Sean and his friends, most of whom are Irish immigrants or have Irish parents, enjoy drinking at The Celtic Knot, a small New York pub that serves many Irish beers, is decorated with genuine Irish paraphernalia, and holds weekly traditional Irish music sessions. Like many of his friends, Sean enjoys the feeling the pub gives him of connection with his Irish heritage. The pub advertises at community centers and churches in predominantly Irish areas of the city. On its posters, underneath a photo of a group of attractive young people in a cozy corner of the pub drinking and laughing together, is the pub's slogan: "Because being Irish is about more than just St. Paddy's Day."
-In the PUB MINI CASE, Sean feels comfortable perceiving The Celtic Knot as a genuine Irish pub because many of his friends believe the same thing. He is using ________ to affirm his attitude.

Accepted Answer

Sean is using consensus to affirm his attitude because he feels comfortable perceiving The Celtic Knot as a genuine Irish pub due to the fact that many of his friends share the same belief.

Question 6

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.

Accepted Answer

Consensus is the correct answer because it refers to the agreement among different people's perceptions or reactions to a particular object or event, indicating that the initial attribution is likely accurate if others share the same view.

Question 7

PUB MINI CASE: Sean and his friends, most of whom are Irish immigrants or have Irish parents, enjoy drinking at The Celtic Knot, a small New York pub that serves many Irish beers, is decorated with genuine Irish paraphernalia, and holds weekly traditional Irish music sessions. Like many of his friends, Sean enjoys the feeling the pub gives him of connection with his Irish heritage. The pub advertises at community centers and churches in predominantly Irish areas of the city. On its posters, underneath a photo of a group of attractive young people in a cozy corner of the pub drinking and laughing together, is the pub's slogan: "Because being Irish is about more than just St. Paddy's Day."
-In the PUB MINI CASE, by targeting people with strong attachments to their Irish heritage, The Celtic Knot is taking advantage of the ________ function of their target market's attitudes.

Accepted Answer

The Celtic Knot is leveraging the value-expressive function by appealing to the target market's desire to express their Irish heritage and cultural values, as evidenced by the pub's Irish-themed environment and activities, and its marketing strategy that emphasizes a connection to Irish identity beyond just celebrating St. Patrick's Day.

Question 8

The principle of ________ suggests people accept or take credit for success, but assign failure to others or outside events.

Accepted Answer

The principle of defensive attribution suggests that individuals have a tendency to attribute successes to their own efforts or qualities, while attributing failures to external factors or the actions of others. This helps protect their self-esteem and maintain a positive self-image.

Question 9

PUB MINI CASE: Sean and his friends, most of whom are Irish immigrants or have Irish parents, enjoy drinking at The Celtic Knot, a small New York pub that serves many Irish beers, is decorated with genuine Irish paraphernalia, and holds weekly traditional Irish music sessions. Like many of his friends, Sean enjoys the feeling the pub gives him of connection with his Irish heritage. The pub advertises at community centers and churches in predominantly Irish areas of the city. On its posters, underneath a photo of a group of attractive young people in a cozy corner of the pub drinking and laughing together, is the pub's slogan: "Because being Irish is about more than just St. Paddy's Day."
-In the PUB MINI CASE, Sean concludes that he likes The Celtic Knot because he goes there frequently. This is an application of ________.

Accepted Answer

Self-perception theory suggests that individuals infer their attitudes and feelings from observing their own behavior and the context in which it occurs, rather than knowing them directly. In this case, Sean concludes he likes The Celtic Knot because he frequents it, indicating he is deducing his affection for the pub from his consistent behavior of going there.

Question 10

COFFEE MINI CASE: Linda is a heavy coffee drinker and a friend recommends that she try Sunrise Coffee, a new coffee house in town, because it sells delicious coffee. Linda replies that she really prefers to drink her coffee in the peace and quiet of her own home. One morning, Linda is running late and doesn't have time to make herself a cup of coffee, so she stops by Sunrise and is greeted by a cheerful staff and a great-tasting coffee, all of which put Linda in a good mood. Upon arriving at work, a coworker comments on her alert, up-beat attitude that morning. Linda replies that it must be the great weather that day, sunshine after a week of solid rain. The following morning, Linda recalls what a pleasant experience she had at Sunrise and decides to go again.
-In the COFFEE MINI CASE, Linda attributes her upbeat attitude and alertness to the change in the weather. This is an example of ________.

Accepted Answer

Linda attributes her mood to an external factor (the weather) rather than the actual cause (the coffee and service at Sunrise), which is an example of external attribution.

Question 11

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 ________.

Accepted Answer

This scenario exemplifies the foot-in-the-door technique, where agreeing to a small request increases the likelihood of agreeing to a larger request later.

Question 12

PUB MINI CASE: Sean and his friends, most of whom are Irish immigrants or have Irish parents, enjoy drinking at The Celtic Knot, a small New York pub that serves many Irish beers, is decorated with genuine Irish paraphernalia, and holds weekly traditional Irish music sessions. Like many of his friends, Sean enjoys the feeling the pub gives him of connection with his Irish heritage. The pub advertises at community centers and churches in predominantly Irish areas of the city. On its posters, underneath a photo of a group of attractive young people in a cozy corner of the pub drinking and laughing together, is the pub's slogan: "Because being Irish is about more than just St. Paddy's Day."
-In the PUB MINI CASE, ________ is the attitude object.

Accepted Answer

The attitude object in this context is the pub, as it is the focus of the attitudes or feelings described, particularly in how it connects individuals with their Irish heritage and serves as the central point of the narrative.

Question 13

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 reconsideration of brand choice after he buys a Subaru constitutes ________.

Accepted Answer

Carl's reconsideration of his brand choice after purchasing a Subaru, reflecting on whether he should have chosen a Volvo for its safety reputation, is an example of post-purchase dissonance. This is a common phenomenon where consumers question their purchase decisions after making them, often due to conflicting information or emerging doubts about whether they made the best choice.

Question 14

In marketing and consumer research, the conative component of the tri-component attitude model is frequently treated as an expression of the consumer's intention to buy.

Accepted Answer

The conative component of the tri-component attitude model indeed reflects the behavioral aspect, often expressing the consumer's intention to buy or actual buying behavior.

Question 15

COFFEE MINI CASE: Linda is a heavy coffee drinker and a friend recommends that she try Sunrise Coffee, a new coffee house in town, because it sells delicious coffee. Linda replies that she really prefers to drink her coffee in the peace and quiet of her own home. One morning, Linda is running late and doesn't have time to make herself a cup of coffee, so she stops by Sunrise and is greeted by a cheerful staff and a great-tasting coffee, all of which put Linda in a good mood. Upon arriving at work, a coworker comments on her alert, up-beat attitude that morning. Linda replies that it must be the great weather that day, sunshine after a week of solid rain. The following morning, Linda recalls what a pleasant experience she had at Sunrise and decides to go again.
-In the COFFEE MINI CASE, Linda's initial resistance to the idea of trying Sunrise Coffee arises from which of the following multiattribute attitude models?

Accepted Answer

The answer of COFFEE MINI CASE: Linda is a heavy...

Question 16

If an MBA alumnus considers donating to the program, but is concerned about whether he will become part of a select group if he donates, he is trying to seek reinforcement for his initial attributions via ________.

Accepted Answer

The answer of If an MBA alumnus considers donating to...

Question 17

Attitudes can be directly observed.

Accepted Answer

Attitudes are internal states, so they cannot be directly observed; they can only be inferred from people's actions, words, or other external behaviors.

Question 18

PUB MINI CASE: Sean and his friends, most of whom are Irish immigrants or have Irish parents, enjoy drinking at The Celtic Knot, a small New York pub that serves many Irish beers, is decorated with genuine Irish paraphernalia, and holds weekly traditional Irish music sessions. Like many of his friends, Sean enjoys the feeling the pub gives him of connection with his Irish heritage. The pub advertises at community centers and churches in predominantly Irish areas of the city. On its posters, underneath a photo of a group of attractive young people in a cozy corner of the pub drinking and laughing together, is the pub's slogan: "Because being Irish is about more than just St. Paddy's Day."
-In the PUB MINI CASE, Sean enjoys the feeling the pub gives him of connection with his Irish heritage. This is the ________ of his attitude toward the pub.

Accepted Answer

The affective component of an attitude refers to the emotional or feeling segment of an attitude. Sean's enjoyment and sense of connection to his Irish heritage at the pub represent his emotional response, fitting the affective component.

Question 19

Emotionally charged states can enhance or amplify positive or negative experiences and impact later recollections of such experiences and future behavior.

Accepted Answer

Emotionally charged states can indeed enhance or amplify both positive and negative experiences, affecting how these experiences are recalled later and influencing future behavior. This is because emotional arousal can strengthen the encoding of memories, making them more vivid and durable over time.

Question 20

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, Subaru's portrayal of its station wagon as a car designed for young people who need extra cargo space to accommodate their active lives appeals to Carl because that is how he sees himself. In this way, Subaru is appealing to the ________ function to change attitudes toward station wagons.

Accepted Answer

Subaru's advertisement strategy appeals to the value-expressive function by aligning the product (the station wagon) with Carl's self-concept and values, such as being young, active, and trendy, rather than focusing solely on the practical utility of the car. This approach effectively changes his attitude towards station wagons.

Quiz 6: Consumer Attitude Formation and Change