Question 1

A component of a hierarchy of effects is ________.

Accepted Answer

All of the options listed are components or models related to the hierarchy of effects in marketing and consumer behavior, which describe the process by which consumers make decisions based on cognitive (thinking), affective (feeling), and conative (doing) responses.

Question 2

Psychologist David Katz developed the ________ of attitudes.

Accepted Answer

Psychologist David Katz is known for developing the functional theory of attitudes, which suggests that attitudes serve different functions for individuals, such as adjusting to their environment or expressing their values and beliefs.

Question 3

According to the ________ hierarchy of effects, the consumer considers purchases based on an attitude of hedonic consumption (such as how the product makes him or her feel or the fun its use will provide).

Accepted Answer

The experiential hierarchy of effects model suggests that consumers make purchasing decisions based on feelings or experiences associated with the product, such as pleasure or fun, which is referred to as hedonic consumption.

Question 4

________ is a lasting, general evaluation of people, objects, advertisements, or issues.

Accepted Answer

An attitude is a lasting, general evaluation of people, objects, advertisements, or issues, reflecting a person's feelings, beliefs, and behavioral tendencies towards them.

Question 5

Attitudes only serve one function at a time. This is what makes them easy to study and chart.

Accepted Answer

Attitudes can serve multiple functions simultaneously, making them complex and challenging to study. They can provide expressive, defensive, adaptive, and knowledge functions, among others, for an individual.

Question 6

The ________ function of attitudes applies when a person is in an ambiguous situation and needs order, structure, or meaning.

Accepted Answer

The knowledge function of attitudes helps individuals make sense of their surroundings by providing a framework for understanding them. This function becomes particularly important in ambiguous or uncertain situations, where it aids in organizing and interpreting new information.

Question 7

The utilitarian function relates to the basic principles of reward and punishment.

Accepted Answer

The utilitarian function is based on the principle that the rightness or wrongness of an action is determined by its contribution to overall utility, in other words, its capacity to increase pleasure or happiness and decrease pain or unhappiness, which aligns with the concepts of reward (increasing happiness) and punishment (decreasing unhappiness).

Question 8

In the standard learning hierarchy model, attitude is based on behavioral learning processes.

Accepted Answer

In the standard learning hierarchy model, attitude formation precedes and leads to behavior, suggesting that cognitive learning processes form attitudes which then influence behavior. Behavioral learning processes are more directly associated with the behavioral learning theory, where behaviors are learned through conditioning.

Question 9

Gasoline is the only commonly purchased product that is priced down to a fraction of a cent. This is the case because buying gasoline is a low-involvement activity, which makes point-of-purchase factors more important.

Accepted Answer

Gasoline is priced down to a fraction of a cent because it is a low-involvement activity, which makes point-of-purchase factors more important.

Question 10

The ________ hierarchy of effects assumes the consumer does not initially have a strong preference for one brand over another. Instead, a consumer acts on the basis of limited knowledge and then forms an evaluation only after the product has been purchased or used.

Accepted Answer

The low-involvement hierarchy of effects model is based on the idea that consumers often make a purchase decision without much thought or deep evaluation, especially for products that are inexpensive or carry a low risk. In such cases, the consumer's initial lack of strong brand preference leads to a purchase based on limited information, and only after using the product does the consumer form an opinion or evaluation of it.

Question 11

Double-Dip makes ice cream. The only advantage Double-Dip has over its competitors is taste. Double-Dip costs more and has more calories per unit weight. Promotions for Double-Dip should emphasize the experiential hierarchy of the ABC model of attitudes.

Accepted Answer

The experiential hierarchy of the ABC model of attitudes suggests that attitudes are formed and changed primarily through affective processes or emotional experiences. Since Double-Dip's main advantage is taste, which is directly related to sensory and emotional experience, emphasizing this aspect aligns with promoting attitudes through affective experiences.

Question 12

The functional theory of attitudes was initially developed to explain how ________.

Accepted Answer

The functional theory of attitudes was developed to explain how attitudes facilitate social behaviors, by suggesting that attitudes serve different functions for individuals, such as adjusting to their environment or expressing personal values.

Question 13

According to the functional theory of attitudes, attitudes exist because they are hereditary.

Accepted Answer

The functional theory of attitudes suggests that attitudes serve particular functions for individuals, such as providing consistency and stability in their worldview, rather than being hereditary.

Question 14

A(n) ________ is a lasting, general evaluation of people (including oneself), objects, advertisements, or issues.

Accepted Answer

An attitude is a lasting, general evaluation of people (including oneself), objects, advertisements, or issues. It encompasses one's feelings, beliefs, and behavioral tendencies towards any of the aforementioned entities.

Question 15

The object of an attitude (Ao) can be an object or an issue, but not a person.

Accepted Answer

The object of an attitude (Ao) can indeed be a person, an object, an issue, or virtually any aspect of the social world.

Question 16

Which attitude function relates to the consumer's self-concept or central values?

Accepted Answer

Value-expressive attitudes relate to the consumer's self-concept or central values, as they express the consumer's central values or self-concept.

Question 17

Which of the following general attitude functions is most closely related to the basic principles of reward and punishment?

Accepted Answer

The utilitarian function of attitudes is most closely related to the principles of reward and punishment. It refers to the practical benefits and advantages we believe we will gain from holding a particular attitude, essentially guiding us towards pleasure and away from pain.

Question 18

The three components of the ABC model are affect, behavior, and cognition.

Accepted Answer

The ABC model in psychology stands for Affect, Behavior, and Cognition, which are the three essential components used to understand the psychological and emotional state of an individual.

Question 19

Jason believes that wearing a coat and tie suggests that he is a man who is "dressed for success." Therefore, Jason dresses formally even in class and for casual occasions. Jason is basing this decision on the cognition part of the ABC model of attitudes.

Accepted Answer

Jason's belief that dressing formally will lead to success is a cognitive component of attitude, reflecting his thoughts and beliefs about the effectiveness of formal attire in achieving a successful image.

Question 20

A component of the ABC model of attitude is ________.

Accepted Answer

The ABC model of attitude comprises three components: Affect (emotions or feelings), Behavior (actions or observable behavior), and Cognition (thoughts or beliefs), making all of the options correct.

Quiz 8: Attitudes and Persuasive Communication