Question 1

Which of the following statements displace the attempt to form an attitude through instrumental conditioning?
A) Buckley's "It tastes awful. And it works."
B) The Meow Mix jingle "meow, meow, meow, meow,..."
C) "Red Bull Gives You Wings."
D) McDonald's "You deserve a break today" jingle.

Accepted Answer

Instrumental conditioning involves learning through the consequences of behavior, where a behavior is strengthened or weakened by its consequences, such as rewards or punishments. Buckley's slogan "It tastes awful. And it works." implies that despite its bad taste (a negative consequence), the effectiveness of the product (a positive outcome) is a reason to use it, which aligns with the principles of instrumental conditioning by associating the product's effectiveness with the willingness to tolerate its taste.

Question 2

Josephine is a consumer who will form her attitude about her microwave using the low-involvement hierarchy of effects. What are the ramifications for an appliance company that deals with Josephine? What should they do about this type of customer?

Accepted Answer

The answer of Josephine is a consumer who will form...

Question 3

Molson's Ale depicts one male getting turned down for a date because an attractive female notices that he drinks a brand that is NOT Molson. Shortly after, she accepts a date from a male drinking Molson beer. Molson is trying to get consumers to:
A) be more assertive in product selection.
B) imitate the behaviour of successful models.
C) choose based on subliminal perception.
D) reject competitors based on selective learning.

Accepted Answer

Molson is using the advertisement to suggest that drinking their beer is associated with social success, encouraging consumers to imitate the behavior of the individual in the ad who was successful in getting a date because he chose Molson.

Question 4

Roger was really angry years ago when Coca-Cola attempted to switch from its older formula to New Coke. He wrote letters to Coca-Cola, talked to friends, called the local bottler, attempted to hoard "old Coke," and complained to the local grocery store manager. In this example, which level of commitment is being displayed?
A) compliance
B) identification
C) information acquisition
D) internalization

Accepted Answer

Roger's actions demonstrate internalization, as he is deeply committed to the original Coca-Cola formula and takes extensive actions to express his dissatisfaction and preserve the product he values.

Question 5

Sally considered herself to be relatively liberal in her political and social views. Her best friend introduced her to an environmental activist group. At the first meeting she attended, Sally agreed with everything that was presented and decided to join at the second meeting. At the second meeting, however, a group member presented an argument that Sally thought was "extreme." Sally later told her friend that she could never join this group because their ideas were "crazy." Which theory would best explain Sally's change of attitude?
A) theory of cognitive dissonance
B) social judgment theory
C) balance theory
D) self-perception theory

Accepted Answer

Social judgment theory explains Sally's change of attitude because it involves the perception and evaluation of an idea by comparing it with current attitudes. Sally initially agreed with the group's ideas, but upon hearing an "extreme" argument, she judged it against her own beliefs and found it too far from her own position, leading to her decision not to join.

Question 6

Cecilia has just purchased a new Jetta for $25 000 and is told that she has received a "super deal." A few days later she is surfing the Internet and comes across the same Jetta for $2000 less from a dealership only 100 miles away. Chances are that she will fairly quickly experience variables put forth by the theory of:
A) anger-frustration.
B) avoidance-acceptance.
C) cognitive dissonance.
D) Jungian possession.

Accepted Answer

Cecilia is likely to experience cognitive dissonance, a psychological discomfort experienced when holding two or more conflicting cognitions (e.g., beliefs, attitudes, or behaviors). In this case, her belief that she received a "super deal" conflicts with the new information that the car is available for less elsewhere.

Question 7

Cindy is watching a television advertisement. The only elements that will influence Cindy's attitude toward the advertisement are her attitude toward the advertiser and the mood evoked by the ad.

Accepted Answer

Other factors such as the message content, the credibility of the source, the attractiveness of the source, the music, the visuals, and Cindy's personal experiences or beliefs can also influence her attitude toward the advertisement.

Question 8

Describe what is meant by the "experiential hierarchy of effects."

Accepted Answer

The answer of Describe what is meant by the "experiential...

Question 9

How strongly consumers hold an attitude toward an object is usually related to:
A) their level of involvement with the attitude object.
B) the available income they have in relation to the cost of the desired object.
C) their belief in the objective value of the attitude object.
D) the number of positive attributes the object has.

Accepted Answer

The strength of a consumer's attitude toward an object is often linked to their level of involvement with that object. High involvement typically means the attitude is stronger and more resistant to change, as the object is considered more personally significant.

Question 10

Bethany has done a lot of research into which brand of dishwasher to purchase. After weighing the various pros and cons of the brands, she makes her choice. What type of involvement has Bethany displayed and what effect is it likely to have on her relationship with the dishwasher?

Accepted Answer

The answer of Bethany has done a lot of research...

Question 11

Describe the ABC model of attitudes.

Accepted Answer

The answer of Describe the ABC model of attitudes....

Question 12

Harmonious feelings among your thoughts, feelings, and behaviours is the underlying principle of:
A) agreeable circumstances.
B) selective construction.
C) attitude constructs.
D) cognitive consistency.

Accepted Answer

The underlying principle of harmonious feelings among thoughts, feelings, and behaviors is cognitive consistency. This concept suggests that individuals strive for consistency between their beliefs, attitudes, and actions to reduce psychological discomfort or dissonance.

Question 13

After an automobile purchase, there is a good chance that buyers will come across some information (better price somewhere; competitor superiority) that will conflict with their purchase. Knowing this, marketers should:
A) if customers call, immediately refund their purchase.
B) avoid customers, and let their emotions settle down.
C) call customers with additional information to support purchase.
D) send customers to an information website.

Accepted Answer

Marketers should proactively reach out to customers with additional information that supports their purchase decision. This can help alleviate any post-purchase dissonance by reinforcing the positives of their decision and the value of the product they chose.

Question 14

List some of the types of feelings that can be generated in commercials.

Accepted Answer

The answer of List some of the types of feelings...

Question 15

In an experiment, two groups were asked to drink the same brand of fruit juice. One group was simply asked politely to try the drink. The second group was tricked into drinking the juice. Suppose that, on average, the second group liked the juice more than the first. How could the theory of cognitive dissonance be used to explain these results?
A) It may violate a person's sense of consistency to be tricked; therefore members of the second group concluded that they really drank the juice because it tasted good.
B) It may violate a person's self-esteem to be tricked; consequently the juice was liked more because the respondents had paid a higher psychological price.
C) People who were asked politely would have more anticipation and more expectations of the juice than the other group. These pre-tasting conditions were harder to meet than when people were simply tricked into tasting the juice.
D) It created a larger sense of cognitive dissonance in the first group because they agree to taste the juice simply by being asked. They expressed their subconscious displeasure by rating the drink more negatively than the second group.

Accepted Answer

The theory of cognitive dissonance suggests that individuals strive for internal consistency, and when faced with actions that contradict their beliefs or expectations (such as being tricked), they may change their attitudes to align with their actions. In this case, the second group might rationalize that they enjoyed the juice to resolve the dissonance created by being tricked into drinking it.

Question 16

John has a low involvement relationship with the bathroom tissue he buys. What can the manufacturer do to appeal to John?

Accepted Answer

The answer of John has a low involvement relationship with...

Question 17

In the ABC model of attitudes, is it possible to have a hierarchy that begins with behaviour? Why?
A) No. Behaviour must have a cause, which could be either a belief or an effect.
B) No. All known hierarchies begin with emotional or cognitive functions.
C) Yes. According to balance theory, it is possible for a person to simply react first.
D) Yes. Sometimes people simply do things and use the self-perception theory to explain it after the fact.

Accepted Answer

Self-perception theory suggests that people can infer their attitudes from their behaviors, indicating that behavior can precede and influence attitudes.

Question 18

One way we maintain cognitive consistency is by inferring that we must have liked a product (have a positive attitude) because we bought it. This is a key feature of which theory?
A) looking glass
B) objective self-awareness
C) self-perception
D) role playing

Accepted Answer

This is a key feature of the self-perception theory, which suggests that individuals determine their attitudes and preferences by interpreting the meaning of their own behavior.

Question 19

When consumers change their behaviour or form attitudes intended to increase their similarity to another person or to a group, the level of commitment to that attitude is said to result from:
A) internalization.
B) identification.
C) socialization.
D) compliance.

Accepted Answer

Identification is the correct answer because it involves changing one's behavior or attitudes to be more like those of another person or group, often to establish or maintain a relationship with that person or group. This process does not necessarily involve deeply held beliefs (as with internalization) but rather a desire to be associated with another person or group.

Question 20

A person may eat Snickers candy bars because this is the brand that all his friends eat and he doesn't want to upset his friends. This would be an example of which kind of attitude involvement, based on degree of commitment?
A) compliance
B) internalization
C) information acquisition
D) identification

Accepted Answer

Compliance involves conforming to the expectations of others to gain a reward or avoid punishment, such as eating a certain brand to fit in with friends.

Quiz 7: Attitudes

Which of the following statements displace the attempt to form an attitude through instrumental conditioning?

Josephine is a consumer who will form her attitude about her microwave using the low-involvement hierarchy of effects. What are the ramifications for an appliance company that deals with Josephine? What should they do about this type of customer?

Molson's Ale depicts one male getting turned down for a date because an attractive female notices that he drinks a brand that is NOT Molson. Shortly after, she accepts a date from a male drinking Molson beer. Molson is trying to get consumers to:

Cindy is watching a television advertisement. The only elements that will influence Cindy's attitude toward the advertisement are her attitude toward the advertiser and the mood evoked by the ad.

Describe what is meant by the "experiential hierarchy of effects."

How strongly consumers hold an attitude toward an object is usually related to:

Bethany has done a lot of research into which brand of dishwasher to purchase. After weighing the various pros and cons of the brands, she makes her choice. What type of involvement has Bethany displayed and what effect is it likely to have on her relationship with the dishwasher?

Describe the ABC model of attitudes.

Harmonious feelings among your thoughts, feelings, and behaviours is the underlying principle of:

After an automobile purchase, there is a good chance that buyers will come across some information (better price somewhere; competitor superiority) that will conflict with their purchase. Knowing this, marketers should:

List some of the types of feelings that can be generated in commercials.

John has a low involvement relationship with the bathroom tissue he buys. What can the manufacturer do to appeal to John?

In the ABC model of attitudes, is it possible to have a hierarchy that begins with behaviour? Why?

One way we maintain cognitive consistency is by inferring that we must have liked a product (have a positive attitude) because we bought it. This is a key feature of which theory?

When consumers change their behaviour or form attitudes intended to increase their similarity to another person or to a group, the level of commitment to that attitude is said to result from:

A person may eat Snickers candy bars because this is the brand that all his friends eat and he doesn't want to upset his friends. This would be an example of which kind of attitude involvement, based on degree of commitment?