Question 1

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

Accepted Answer

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Question 2

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?

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Question 3

Describe the three elements most multi-attribute models specify.

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Question 4

When the marketer communicates information about what others believe the consumer should do,a(n)________ is being communicated.
A) consistency motive
B) descriptive norm
C) affiliation goal
D) injunctive norm

Accepted Answer

Injunctive norms communicate what others believe the consumer should do by implying what is socially approved or disapproved behavior. This type of norm is often used in marketing to encourage consumers to engage in desirable behaviors or avoid undesirable ones.

Question 5

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

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Question 6

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.
A) consistency motive
B) descriptive norm
C) affiliation goal
D) injunctive norm

Accepted Answer

The advertisement is using a descriptive norm by showing the behaviour of other members of the community (recycling bottles and cans) in order to influence viewers' attitudes and behaviour towards recycling.

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):
A) consistency motive.
B) descriptive norm.
C) affiliation goal.
D) implicit expectation.

Accepted Answer

The message in the bathrooms is appealing to a descriptive norm, as it is suggesting that joining others in helping to save the environment is the social norm of the hotel.

Question 8

The attitude accessibility perspective suggests that:
A) long-term memory retrieval affects a person's attitude.
B) it is difficult to access a correct attitude if there is no trigger feature present.
C) behaviour is a function of a person's immediate perceptions of an attitude object in the context of the situation in which it is encountered.
D) attitudes are susceptible to proactive and retroactive interference.

Accepted Answer

The attitude accessibility perspective suggests that behaviour is a function of a person's immediate perceptions of an attitude object in the context of the situation in which it is encountered. This means that a person's behaviour is based on how accessible their attitude towards an object is in a particular situation. Long-term memory retrieval and interference do not directly relate to this perspective, making options A and D incorrect. Option B is also not entirely accurate as trigger features can facilitate the accessibility of attitudes but are not the only factor in determining attitude accessibility.

Question 9

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?

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Question 10

Shirley tends to keep her room tidy,a task her mother requests of her. This is a response to what?
A) subjective norms
B) injunctive norms
C) peer pressure
D) social judgment

Accepted Answer

The request from Shirley's mother for her to keep her room tidy represents an injunctive norm, which is a type of social norm that outlines what behaviors are expected or acceptable in a given situation or context.

Question 11

Define a descriptive norm. Give an example.

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Question 12

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:
A) a positive attitude about a product always results in a positive result post-purchase.
B) knowing how someone feels about buying a product is more valid than merely knowing the person's evaluation of the product.
C) injunctive norms are always more effect than descriptive norms.
D) there is no definitive relationship between how someone feels about buying or using an product and its evaluation.

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 13

Why have multi-attribute attitude models become so popular among marketing researchers? What three elements are specified in such models?

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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.
A) consistency motive
B) affiliation goal
C) injunctive norm
D) implicit expectation

Accepted Answer

Injunctive norm refers to the social expectation of what should be done in a given situation. The radio spots created by the City of Toronto are aimed at communicating the social expectation that residents should compost their organic waste, making it an example of using injunctive norm to influence attitudes and behaviour.

Question 15

Fred is trying to understand why his customers feel the way they do about the speakers he sells. He first identifies what speaker attributes are important to his customers,and then analyzes the extent to which his customers believe his speakers contain those attributes. Finally,he identifies the relative importance of each attribute. Fred is utilizing a multi-attribute attitude model.

Accepted Answer

Fred's actions align with the steps taken in a multi-attribute attitude model, which involves identifying important attributes, evaluating the product on those attributes, and determining the importance of each attribute.

Question 16

When the marketer communicates information about what people commonly do,a ________ is being communicated.
A) descriptive norm
B) affiliation goal
C) injunctive norm
D) implicit expectation

Accepted Answer

Descriptive norms refer to the perception of what most people commonly do in a particular situation. When a marketer communicates information about common behaviors, they are communicating descriptive norms. This type of information can be used to influence consumer behavior by highlighting what is considered typical or normal, which can create a sense of social pressure or conformity.

Question 17

An injunctive norm:
A) communicates what people commonly do.
B) communicates what is counternormative in society.
C) communicates what others in society approve of.
D) verbally communicates negative reinforcement.

Accepted Answer

An injunctive norm communicates what others in society approve or disapprove of, rather than describing what people commonly do or what is counternormative. It is a perception of what is socially acceptable or expected, rather than a description of actual behavior.

Question 18

What type of model is the Fishbein model,and what three components does it measure?

Accepted Answer

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Question 19

A descriptive norm:
A) communicates what people commonly do.
B) communicates what is counternormative in society.
C) non-verbally communicates interpersonal feedback.
D) communicates what others in society expect of us.

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 20

The "Rock the Vote" campaign used musicians and rock stars to communicate that voting is something that we all should be doing. This is an example of using a(n):
A) behavioural judgment.
B) descriptive norm.
C) affiliation goal.
D) injunctive norm.

Accepted Answer

The "Rock the Vote" campaign is using musicians and rock stars to communicate that voting is something that we all should be doing, which aligns with an injunctive norm. An injunctive norm communicates what behaviors are approved or disapproved within a particular group or society.

Quiz 7: Attitudes

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

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?

Describe the three elements most multi-attribute models specify.

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

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

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.

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) :

The attitude accessibility perspective suggests that:

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?

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

Define a descriptive norm. Give an example.

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:

Why have multi-attribute attitude models become so popular among marketing researchers? What three elements are specified in such models?

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.

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

An injunctive norm:

What type of model is the Fishbein model,and what three components does it measure?

A descriptive norm:

The "Rock the Vote" campaign used musicians and rock stars to communicate that voting is something that we all should be doing. This is an example of using a(n) :