Question 1

If a company uses an ad that provides detailed information about a new product, the ad encourages
A) peripheral route processing.
B) perceived behavioral control.
C) central route processing.
D) conjunctive decisions.

Accepted Answer

Central route processing involves careful and thoughtful consideration of the true merits of the information presented, which is encouraged by detailed information in an ad.

Question 2

Marketers of low involvement products know that many everyday purchases involve peripheral route processing, thus they construct ads that
A) offer detailed product information.
B) create controversy.
C) are only intended to attract attention.
D) are indistinct.

Accepted Answer

Peripheral route processing involves making decisions based on superficial cues rather than detailed information, so ads are designed to attract attention rather than provide in-depth information.

Question 3

What are attitudes? Identify the four key components of the definition of attitudes?

Accepted Answer

The answer of What are attitudes? Identify the four key...

Question 4

Define the different hierarchies of effects. Why is it important that marketers identify which hierarchy of effects is most relevant to them?

Accepted Answer

The answer of Define the different hierarchies of effects. Why...

Question 5

What is the balance theory of attitudes? Give an example from a consumer's perspective.

Accepted Answer

The answer of What is the balance theory of attitudes?...

Question 6

What is cognitive dissonance? Why is it an important concept of consumer behavior?

Accepted Answer

The answer of What is cognitive dissonance? Why is it...

Question 7

Identify and define the three elements of each multiattribute model. What do multiattribute models offer to marketers?

Accepted Answer

The answer of Identify and define the three elements of...

Question 8

Provide two detailed examples of a compensatory decision rule.

Accepted Answer

The answer of Provide two detailed examples of a compensatory...

Question 9

Multiattribute models can be cumbersome and difficult for marketers to administer. Why?

Accepted Answer

The answer of Multiattribute models can be cumbersome and difficult...

Question 10

Give an example of how a marketing manager can change a consumer's evaluation of a car. Outline the consumer's original evaluation, why that evaluation needs to be changed, and how this can be accomplished.

Accepted Answer

The answer of Give an example of how a marketing...

Question 11

Provide an example of how a marketing manager can change a consumer's motivation to comply. Choose a product and outline the consumer's original motivation, why this motivation needs to be changed, and how that can be accomplished.

Accepted Answer

The answer of Provide an example of how a marketing...

Question 12

What is the elaboration likelihood model? What is an important feature of this model? Why? Give an example.

Accepted Answer

The answer of What is the elaboration likelihood model? What...

Question 13

How can a marketer change the basic motivational function?

Accepted Answer

The answer of How can a marketer change the basic...

Question 14

Explain the functional theory of attitudes. Identify and define the four important functions for consumers. Give an example of how marketers can use these insights to communicate with consumers.

Accepted Answer

The answer of Explain the functional theory of attitudes. Identify...

Question 15

What is the difference between compensatory and noncompensatory models? Define conjunctive, lexicographic, and elimination-by-aspects decision rules. Give an example of each.

Accepted Answer

The answer of What is the difference between compensatory and...

Question 16

Identify and define the seven strategies to change behavioral intentions laid out in the text. Why would a marketer want to change behavioral intentions and how can it be accomplished? Provide specific examples.

Accepted Answer

The answer of Identify and define the seven strategies to...

Quiz 7: Attitudes and Behaviors

If a company uses an ad that provides detailed information about a new product, the ad encourages

Marketers of low involvement products know that many everyday purchases involve peripheral route processing, thus they construct ads that