Question 1

What is cognitive dissonance?

Accepted Answer

The answer of What is cognitive dissonance?...

Question 2

It is impossible for a person to hold two contradictory attitudes toward the same object.

Accepted Answer

It is possible for a person to hold two contradictory attitudes toward the same object. This is known as cognitive dissonance, where a person may experience discomfort or tension by holding conflicting beliefs or attitudes.

Question 3

Researchers find that promotions such as price discounts, rebates, coupons, and loyalty rewards are more effective for hedonic purchases than for utilitarian purchases.

Accepted Answer

Hedonic purchases, which are made for pleasure and enjoyment, often respond more positively to promotions like discounts and rewards because these incentives enhance the pleasure of the purchase. Utilitarian purchases, made for practical or functional reasons, are less influenced by such promotions as the decision to buy is more driven by necessity than by the added value of a promotion.

Question 4

Describe the three levels of involvement affecting consumer commitment to an attitude.

Accepted Answer

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Question 5

According to the balance theory of attitudes, when two elements are linked because someone has expressed a preference, either positive or negative, for the third, a(n) ________ exists.

Accepted Answer

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Question 6

In balance theory, a unit relation occurs when two elements of a triad are linked because a person has expressed a preference (or dislike) for the third.

Accepted Answer

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Question 7

We grant a certain latitude toward acceptance or rejection of new ideas about an object for which we already hold an opinion. The tendency to characterize ideas falling in the area of rejection as farther from our position than they actually are results in a(n) ________ effect.

Accepted Answer

The correct answer is the contrast effect, which occurs when the difference between our opinion and new information is exaggerated, making the new ideas seem more distant from our own beliefs than they actually are.

Question 8

When celebrity endorser Cybill Shepherd confessed that she did not eat red meat, even though she had been doing promotions for the beef industry, she was replaced as an endorser. According to balance theory, this endorsement backfired because:

Accepted Answer

Balance theory suggests that when there is inconsistency in the relationship among the endorser, the product, and the consumer, it leads to discomfort or imbalance. In this case, Cybill Shepherd's confession that she did not eat red meat, despite promoting the beef industry, created an inconsistency in the star-product relationship, leading to the endorsement backfiring.

Question 9

According to the balance theory of attitudes, one element is seen somehow as belonging to or being part of another element in a(n):

Accepted Answer

The balance theory of attitudes, proposed by Fritz Heider, involves the concept of a unit relation, where one element is perceived as belonging to or being part of another element. This theory is often explained using triads (a set of three elements) but specifically, the term "unit relation" describes the connection where elements are seen as belonging together.

Question 10

How strongly or weakly a consumer is committed to a specific attitude relates to the level of involvement she has with the attitude object. Describe the strength of commitment involved in each of the levels.

Accepted Answer

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Question 11

Morris is considering joining the Marine Corps. However, he knows the corps has changed since his father joined. The participation of women in the Marine Corps is a new idea that Morris will have to think about. He realizes that to join the corps he will have to accept this idea. Morris's situation is an example of social judgment theory in action.

Accepted Answer

Social judgment theory explains how people's attitudes can change based on the information they receive and how they perceive this information in relation to their existing beliefs. Morris's consideration of the changing gender dynamics within the Marine Corps and his process of adapting or reassessing his attitudes towards these changes exemplify this theory in action.

Question 12

Andy Wilcox was running for mayor. His campaign manager asked people to put a small pro-Wilcox sign in their yard. Later the manager called the same people and asked if a larger sign could be placed in their yards. He was seldom turned down. This is an example of the foot-in-the-door technique.

Accepted Answer

The foot-in-the-door technique involves getting a person to agree to a small request first, which increases the likelihood of them agreeing to a larger request later, as demonstrated by the campaign manager's strategy.

Question 13

Which of the following statements about balance theory is correct?

Accepted Answer

Balance theory involves sentiment relations, which occur when two elements are linked, such as liking or disliking.

Question 14

Describe the foot-in-the-door technique and give a brief example.

Accepted Answer

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Question 15

Rather than selling someone on the price of a $150 000 Mercedes Benz right off the bat, marketers find that getting agreement on a variable like colour or styling first helps. This relates to the ________ technique.

Accepted Answer

The foot-in-the-door technique involves getting someone to agree to a small request before making a larger request. In this scenario, getting agreement on a smaller aspect like color or styling first makes it easier to later sell the larger item, the Mercedes Benz.

Question 16

Mary has always had a good relationship with her mother. At the university, she met a friend whom she grew very fond of. Mary brought her new friend home to visit her family. Mary's mother really disliked her new friend. According to the balance theory, what will Mary be motivated to do?

Accepted Answer

Balance theory suggests that individuals seek consistency and balance in their relationships. If Mary's mother dislikes her new friend, this creates an imbalance in Mary's relationship triangle. To restore balance, Mary will be motivated to change one of the attitudes within the triangle: either by trying to change her mother's attitude towards her friend or by changing her own attitude towards her mother or her friend.

Question 17

All consumers commit to an attitude similarly, once the commitment is made.

Accepted Answer

Consumers have diverse personalities, experiences, and circumstances, leading to variations in how firmly or consistently they commit to attitudes, even after making a commitment.

Question 18

A well-known actor is used in an ad to create a positive sentiment for a newly-launched innovative moisturizing cream. This is an example of the marketing application of which theory?

Accepted Answer

The use of a well-known actor to create positive sentiment for a product is an example of the balance theory in marketing. This theory suggests that individuals seek harmony and consistency in their beliefs, attitudes, and perceptions. When a beloved actor endorses a product, consumers are likely to adjust their attitudes to maintain a balanced relationship among their perceptions of the actor, the product, and themselves.

Question 19

Explain and illustrate the concept of post-purchase dissonance with an example.

Accepted Answer

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Question 20

Some workers calling to raise money for a charity will purposely ask for more money than the person on the phone is willing to give. They then ask for the lower, but normal, contribution. The charity workers are attempting to create cognitive dissonance to their own advantage.

Accepted Answer

The charity workers are using the "door-in-the-face" technique, not cognitive dissonance. This technique involves making a large request that is expected to be refused, followed by a smaller request, which is the actual goal.

Quiz 7: Attitudes