Attitude Scenario
Consider a consumer who is contemplating a new automobile purchase. She has narrowed her decision down to two brands, Honda Accord and Ford Taurus. She has identified fuel efficiency, price, warranty, and styling to be important attributes to consider in her decision. Her evaluative ratings (e) for each attribute and her beliefs of how each brand performs on a given attribute (b) are given below:
$\begin{array}{lccc}
& & \text { Honda Accord } & \text { Ford Taur } \
\text { Attribute } & e & b & b \
\text { Fuel Efficiency } & 2 & 6 & 4 \
\text { Low Price } & 3 & -2 & 2 \
\text { Warranty } & 1 & 1 & 3 \
\text { Styling } & 1 & 10 & -5
\end{array}$
-Refer to Attitude Scenario. This consumer saw an advertisement for Ford Taurus touting its "sleek, contemporary" styling. According to social judgment theory, what is likely to happen when this consumer sees this message?
A) A unit relation will be formed.
B) A primacy effect will occur.
C) The message will likely fall in the latitude of rejection.
D) An ego-defensive function of attitude will result.

Question

Attitude Scenario
Consider a consumer who is contemplating a new automobile purchase. She has narrowed her decision down to two brands, Honda Accord and Ford Taurus. She has identified fuel efficiency, price, warranty, and styling to be important attributes to consider in her decision. Her evaluative ratings (e) for each attribute and her beliefs of how each brand performs on a given attribute (b) are given below:
 $\begin{array}{lccc} 
& & \text { Honda Accord } & \text { Ford Taur } \
\text { Attribute } & e & b & b \
\text { Fuel Efficiency } & 2 & 6 & 4 \
\text { Low Price } & 3 & -2 & 2 \
\text { Warranty } & 1 & 1 & 3 \
\text { Styling } & 1 & 10 & -5
\end{array}$
-Refer to Attitude Scenario. This consumer saw an advertisement for Ford Taurus touting its "sleek, contemporary" styling. According to social judgment theory, what is likely to happen when this consumer sees this message?
A) A unit relation will be formed.
B) A primacy effect will occur.
C) The message will likely fall in the latitude of rejection.
D) An ego-defensive function of attitude will result.

Quizplus · Accepted Answer

Based on social judgment theory, if the consumer already has a well-established attitude (positive or negative) towards the Ford Taurus styling, she is likely to have a latitude of rejection for this message. This means that she will perceive the message as inconsistent with her current beliefs and attitudes and is likely to reject it. However, if she is moderately committed to her current attitude, she may perceive the message as falling in the latitude of non-commitment, and a contrast effect may occur, strengthening her attitude towards Honda Accord's styling.

Attitude Scenario Consider a Consumer Who Is Contemplating a New

Attitude Scenario
Consider a Consumer Who Is Contemplating a New