Question 1

When the marketer communicates information about what people commonly do, a(n) ________ is being communicated.

Accepted Answer

Descriptive norms refer to perceptions of what is commonly done in specific situations, essentially communicating the typical behaviors or actions of people in certain contexts.

Question 2

A research firm was using Fishbein's model to measure attitudes, but found that the predictions of the model were insufficient to explain the behaviour of its client's customers. The firm decided to try the extended Fishbein model; what did they need to add to their original research?

Accepted Answer

The extended Fishbein model, also known as the Theory of Reasoned Action, adds the component of the influence of an individual's attitude toward the act of buying, which includes the subjective norms or the perceived social pressure to perform or not perform the behavior.

Question 3

A descriptive norm:

Accepted Answer

Descriptive norms refer to perceptions of what is commonly done in specific situations, essentially describing the typical behavior of people in a given context.

Question 4

Despite improvements to the Fishbein model there still exist obstacles to predicting behaviour using this model. Which of the following is one of those obstacles?

Accepted Answer

The Fishbein model, while accounting for attitudes and intentions, may not fully predict behavior because some outcomes are indeed beyond the consumer's control. This limitation acknowledges that external factors can influence the ability to act as intended, regardless of the individual's attitude or intention.

Question 5

When the marketer communicates information about what others believe the consumer should do, a(n) ________ is being communicated.

Accepted Answer

An injunctive norm is communicated when the marketer conveys what others believe the consumer should do, indicating social approval or disapproval.

Question 6

Shirley tends to keep her room tidy, a task her mother requests of her. This is a response to what?

Accepted Answer

Injunctive norms refer to people's perceptions of what behaviors are approved or disapproved of by others. Shirley keeping her room tidy in response to her mother's requests is an example of adhering to injunctive norms, as she is following behaviors that are approved by her mother.

Question 7

A hotel leaves the message: "JOIN YOUR FELLOW GUESTS IN HELPING TO SAVE THE ENVIRONMENT" in the bathrooms of their guest rooms. This is an example of using a(n):

Accepted Answer

This is an example of a descriptive norm, which refers to behaviors that are common or popular within a group. The message suggests that other guests are participating in environmental conservation efforts, implying that this behavior is typical or expected among guests.

Question 8

The City of Calgary airs an advertisement showing other members of the community recycling their bottles and cans. This is an example of using a(n) ________ to influence attitudes and behaviour.

Accepted Answer

Descriptive norms refer to the perception of what is commonly done in specific situations, and showing members of the community recycling serves as an example of what others typically do, thus influencing behavior through the power of social proof.

Question 9

One of the aspects of the theory of reasoned action looks at the attitude toward buying, focusing on the perceived consequences of a purchase. It turns out that:

Accepted Answer

The theory of reasoned action suggests that attitudes towards behavior (in this case, buying) are a better predictor of the behavior than simply evaluating the product itself. This is because attitudes encompass a broader range of factors, including personal feelings and societal influences, which can more accurately predict whether someone will make a purchase.

Question 10

Many attempts to correlate reported attitude toward something with actual behaviour have found:

Accepted Answer

Research in psychology often shows that there is a discrepancy between what people say they will do and what they actually do, highlighting the complexity of human behavior and the influence of various factors on decision-making processes.

Question 11

Outline three obstacles to predicting behaviour utilizing the theory of reasoned action.

Accepted Answer

The answer of Outline three obstacles to predicting behaviour utilizing...

Question 12

What alterations have been made to the original Fishbein model and why?

Accepted Answer

The answer of What alterations have been made to the...

Question 13

The attitude accessibility perspective suggests that:

Accepted Answer

The attitude accessibility perspective posits that behavior is influenced by how readily an attitude can be activated in a given context, emphasizing the role of immediate perceptions and situational context.

Question 14

The City of Toronto creates a series of radio spots that communicate the social expectation that city residents should compost their organic household waste. This is an example of using a(n) ________ to influence attitudes and behaviour.

Accepted Answer

Injunctive norms refer to the perception of what behaviors are approved or disapproved by others. The radio spots communicate a social expectation or approval towards composting organic waste, thus influencing attitudes and behavior through the concept of injunctive norms.

Question 15

Research reveals that as the number of people in line behind a target customer increases, he or she would feel more pressure to conclude the transaction quickly leading to experiencing greater negative affect.

Accepted Answer

Research in social psychology suggests that the presence of others waiting can create a sense of pressure or urgency, leading individuals to feel stressed or anxious about taking too long, thereby increasing their negative affect or discomfort during the transaction.

Question 16

Knowledge of a person's attitude is an extremely good predictor of behaviour.

Accepted Answer

Attitudes are not always perfect predictors of behavior due to various factors such as social influences, situational constraints, and perceived control over behavior, which can lead to discrepancies between what people believe or feel and how they act.

Question 17

Several of the following cultural roadblocks diminish the universality of the theory of reasoned action. Which of the following statements depicts one of those roadblocks?

Accepted Answer

The theory of reasoned action suggests that a person's behavior is determined by their intention to perform the behavior, which is itself influenced by their attitude toward the behavior and subjective norms. The relative impact of subjective norms (what we think others would want us to do) can indeed vary significantly across different cultures, making it a cultural roadblock to the universality of the theory.

Question 18

Both the Fishbein model and the extended Fishbein model attempt to measure the influence of attitudes. What was the flaw in the original model and what was added in the extended model to correct this flaw?

Accepted Answer

The answer of Both the Fishbein model and the extended...

Question 19

A social pressure element was added to the extended Fishbein model because:

Accepted Answer

The extended Fishbein model incorporates a social pressure element because it recognizes that the preferences and behaviors of individuals are often influenced by the preferences, behaviors, and expectations of others in their social environment.

Question 20

Although the theory of reasoned action is considered an improvement over the original Fishbein model, there are still obstacles to predicting behaviour. What are these obstacles?

Accepted Answer

The answer of Although the theory of reasoned action is...

Quiz 7: Attitudes