Question 1

Social pressure theory indicates:
A) people are inconsistent but stable emotionally.
B) people rarely tell the truth.
C) groups are not effective for strategic decision making.
D) others' preferences may win out over individuals' preferences.

Accepted Answer

Social pressure theory suggests that individuals may conform to the preferences and opinions of others in their social group, even if those preferences conflict with their own individual preferences. Therefore, in situations where group decision making is involved, others' preferences may ultimately win out over an individual's preferences.

Question 2

Ben wanted to use the Fishbein model to measure attitudes toward a professional hockey team.What would Ben have to do first to use this model?
A) Determine what salient beliefs people had toward professional hockey teams.
B) Determine the important attributes that would pertain to a professional hockey team.
C) Determine first what attitudes customers had toward the professional hockey team.
D) Determine whether some fans were more loyal than others.

Accepted Answer

Before using the Fishbein model, Ben would need to determine the important attributes that would pertain to a professional hockey team. This is because the Fishbein model measures attitudes based on the importance of specific attributes and the individual's belief about the team's performance on those attributes. Once Ben has identified the attributes, he can then determine the salient beliefs people have about professional hockey teams and use that information to measure attitudes using the Fishbein model.

Question 3

The three components of the Fishbein model are:
A) notable beliefs, object-attribute linkages, evaluation.
B) salient beliefs, object-attribute linkages, evaluation.
C) attributes, beliefs, importance weights.
D) characteristics, beliefs, importance weights.

Accepted Answer

The Fishbein model consists of three components: salient beliefs, object-attribute linkages, and evaluation. Salient beliefs are the beliefs that come to mind immediately when individuals think about a particular object, like a product or a brand. Object-attribute linkages refer to how consumers connect specific attributes to the object. Evaluation refers to the overall assessment of the object based on the attributes linked to it. Thus, choice B, which includes salient beliefs, object-attribute linkages, and evaluation is the correct answer.

Question 4

Simi Ghandi is never quite sure which brand of gum to buy.She tries some,likes some,and rejects some.However,through a process of behavioural learning she does remember those brands that taste good and make her mouth feel fresh.The problem is that she cannot often remember the brands that are not so good and often repeats purchasing mistakes."Oh well," says Simi,"gum buying is not that big of a deal anyway." Which of the following hierarchies would most appropriately describe Simi's situation?
A) experiential hierarchy
B) low-involvement hierarchy
C) habit hierarchy
D) cognitive hierarchy

Accepted Answer

Simi's low involvement in purchasing gum suggests that she is following a low-involvement hierarchy, where she does not have strong brand preferences or motivations and instead makes decisions based on convenience and habits. She also does not invest much effort into decision-making, as evidenced by her lack of memory for unsuccessful brands.

Question 5

Which of the following best expresses what marketers mean by attitude?
A) how hard Jane will work to obtain a goal
B) the preference that Sam holds for Chinese food over Mexican food
C) how fast Kim learns to find her way around a new neighborhood
D) the unease that Kyle feels every time he is forced to stay in a small confined space

Accepted Answer

Attitude refers to an individual's preference or evaluation of a particular object or situation, such as a preference for Chinese food over Mexican food. Option A refers to motivation, option C refers to learning ability, and option D refers to a negative emotion.

Question 6

A/An ________ implies that a consumer's attitude toward a product can be predicted by identifying the specific beliefs s/he holds about the several product attributes and combining them into one overall measure of the consumer's attitude.
A) product forecasting model
B) hierarchy of effects model
C) integrated-beliefs model
D) multi-attribute attitude model

Accepted Answer

The multi-attribute attitude model is used to predict a consumer's attitude toward a product by identifying their specific beliefs about the product's attributes and combining them into an overall measure of attitude. Therefore, option D is the correct answer. The other options are not relevant to this concept.

Question 7

Mary has always had a good relationship with her mother.At the university,she met a friend whom she grew very fond of.Mary brought her new friend home to visit her family.Mary's mother really disliked her new friend.According to the balance theory,what will Mary be motivated to do?
A) Mary will assimilate her mother's feelings, thereby understanding her mother without changing her attitude toward her or her new friend.
B) Mary will begin to believe her own judgment is flawed and compensate by persuading herself that she really does make good judgments in her relationships.
C) Mary will notice how her own behaviour was influenced by her mother and conclude that she really likes her friend better than she at first believed.
D) She will try to get her mother to change her attitude. If that is unsuccessful Mary will change her attitude toward her mother, or toward her new friend.

Accepted Answer

According to the balance theory, when two people have a positive relationship, they tend to like the same things and people. However, when one person dislikes something or someone that is important to the other person, there is an imbalance in the relationship. In this situation, Mary's mother dislikes Mary's new friend, which creates an imbalance in their relationship. In order to restore balance, Mary will be motivated to either change her attitude toward her mother or her new friend. If she is unsuccessful in trying to change her mother's attitude, she may end up changing her own attitude toward her mother or her friend. Therefore, the best choice is D.

Question 8

Multi-attribute attitude models specify three elements,which are:
A) attitudes, values, beliefs.
B) values, behaviours, attributes.
C) beliefs, importance weights, values.
D) attributes, beliefs, importance weights.

Accepted Answer

Multi-attribute attitude models specify three elements as attributes (characteristics or features of the product or service), beliefs (consumer perceptions of the product or service) and importance weights (the importance placed on each attribute by the consumer).

Question 9

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?
A) the age and income of the average customer.
B) the social class and the income of the average customer.
C) an attitude-tracking program.
D) the influence of an individual's attitude toward the act of buying.

Accepted Answer

The extended Fishbein model includes the influence of an individual's attitude toward the act of buying, which was not accounted for in the original model. Therefore, the firm needed to add this aspect to their research in order to better explain the behavior of their client's customers. Adding demographic information such as age, income, and social class may provide additional context, but alone, they do not address the shortcomings of the original Fishbein model. Similarly, an attitude-tracking program may be useful, but it is not specific enough to the extended Fishbein model.

Question 10

Several of the following cultural roadblocks diminish the universality of the theory of reasoned action,EXCEPT:
A) the model was developed to deal with actual behaviour, not with the outcomes of behaviour.
B) the model was developed to predict the performance of any voluntary act.
C) the relative impact of subjective norms may vary across cultures.
D) the model measures behavioural intentions and thus presupposed that consumers are actively thinking ahead and planning future behaviours.

Accepted Answer

The answer of Several of the following cultural roadblocks diminish...

Question 11

Roger was really angry when Coca-Cola attempted to switch from its older formula to New Coke.He wrote letters to Coca-Cola,talked to friends,called the local bottler,attempted to hoard "old Coke," and complained to the local grocery store manager.In this example,which of the following kinds of attitude involvement (based on degree of commitment)would be most closely associated with Roger and his attitudes?
A) compliance
B) identification
C) information acquisition
D) internalization

Accepted Answer

Internalization involves a high degree of commitment where the attitude becomes a part of the person's value system. Roger's actions indicate a strong emotional attachment to the older formula of Coke, suggesting that he has internalized his attitude towards it.

Question 12

Despite improvements to the Fishbein model,all of the following are considered to be obstacles to predicting behaviour using this model except ________.
A) the model does not consider social pressure.
B) the model was developed to deal with actual behaviour, not with the outcomes of behaviour.
C) measures of attitude often do not really correspond to the behaviour they are supposed to predict.
D) some outcomes are beyond the consumer's control.

Accepted Answer

The answer of Despite improvements to the Fishbein model,all of...

Question 13

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 behavior is a function of a person's immediate perceptions of an attitude object in the context of the situation in which it is encountered. It emphasizes the importance of the situational context in determining behavior and suggests that attitudes are not always accessible or activated in every situation. Thus, the correct attitude may not be accessed if the trigger features are not present. Long-term memory retrieval and interference are not specifically emphasized in this perspective.

Question 14

When celebrity endorser Cybill Shepherd confessed that she did not eat red meat,even though she had been doing promotions for the beef industry,she was replaced as an endorser.According to balance theory,this endorsement backfired because:
A) consumers believed that eating fish or chicken was better for them than eating beef.
B) the star-product unit relation was questioned.
C) beef had been a positively-valued attitude object.
D) Cybill Shepherd herself was found not be popular with the target group.

Accepted Answer

Balance theory suggests that people seek harmony in their attitudes towards a person, product, or situation. When Cybill Shepherd's endorsement for beef was contradicted by her personal behavior of not eating red meat, it created inconsistency or dissonance in consumers' minds. This made them question the star-product unit relation, which refers to the compatibility between the celebrity and the endorsed product. As a result, the credibility of both the endorser and the product was undermined, leading to the backfiring of the endorsement.

Question 15

Samantha is using a multi-attribute model to make a decision on which college to attend.She has decided that scholarly reputation is more important than whether the college has a good sports program.Which of the following elements is Samantha primarily using in her multi-attribute model to make her decision?
A) attributes
B) beliefs
C) importance weights
D) valences

Accepted Answer

Samantha is primarily using importance weights in her multi-attribute model by assigning higher importance to scholarly reputation than to the quality of the sports program. Attributes represent the various characteristics of the college being considered, beliefs are the evaluations of each attribute, and valences are the positive or negative value judgments associated with each belief. However, in this scenario, it is the importance weight that Samantha is primarily utilizing in her decision-making process.

Question 16

Anything toward which one has an attitude,whether it is tangible,such as Coca-Cola,or intangible,such as the idea of energy conservation,is referred to as an:
A) Aₐct
B) Aₐd
C) Aₒ
D) Aₐtt

Accepted Answer

The term "Aₒ" refers to an "attitude object," which is anything toward which one has an attitude, whether tangible or intangible.

Question 17

Craig complained to his friend Jess that a class was too hard and he believed that the teacher was not being fair with his grading standards.Jess replied,"Craig,you really have an attitude problem." What is the relationship between the manner in which the term attitude is used in common conversation and the how it is defined in consumer behaviour?
A) There is no relationship. Common usage is not the same as attitudes as seen by the researchers who study consumer behaviour.
B) The term attitude is widely used in popular culture in much the same way it is used in studying consumer behaviour.
C) They are different in that popular culture does not recognize that attitudes are temporary. Otherwise the usage is the same.
D) They are similar except that popular culture assumes that attitudes are related to beliefs, and research scientists have shown that there is no such relationship.

Accepted Answer

The term attitude is used in common conversation in a similar way as it is defined in consumer behaviour. It refers to a person's overall evaluation or positive or negative feeling towards an object, person, or idea. Therefore, the two usages are not entirely different.

Question 18

Kenneth is using a multi-attribute model to make a decision on which college to attend.Scholarly reputation,friendliness of students,and the adequacy of the college placement division are the most important areas that Kenneth is using to measure his list of colleges.Which of the following elements is Kenneth primarily using in his multi-attribute model to make his decision?
A) attributes
B) beliefs
C) importance weights
D) goals

Accepted Answer

Kenneth is primarily using attributes, which are the specific characteristics or features of each college that he is measuring to make his decision. The other elements listed (beliefs, importance weights, goals) are also components of a multi-attribute model, but attributes are the main focus in this scenario.

Question 19

The extended Fishbein multi-attribute model recognizes a distinction between behavioural intentions and actual behaviour.This is important because:
A) most people only intend to do about 10 percent of the things they actually get around to doing.
B) most people lie about their intentions, so intentions are not a very good indication of actual behaviour.
C) there are often a number of factors not under the control of the individual that will hinder the ability of any model to predict behaviour perfectly.
D) the model depends upon consumers' actual knowledge of the product.

Accepted Answer

There are often external factors that can impact an individual's ability to act on their intentions, such as unexpected events or lack of resources. Therefore, predicting actual behavior based solely on intentions can be challenging, and the distinction between the two is important for understanding consumer decision making. Options A, B, and D are incorrect as they do not accurately reflect the reasons for the distinction between intentions and behavior in the extended Fishbein multi-attribute model.

Question 20

All of the following are a strategic application of multi-attribute models EXCEPT:
A) capitalize on a brand's relative advantage.
B) strengthen perceived product-attribute links.
C) extend a product's life cycle.
D) add a new product feature.

Accepted Answer

Extending a product's life cycle is not a strategic application of multi-attribute models. Rather, it is a broader marketing strategy that may involve various tactics, including the use of multi-attribute models to strengthen the product's appeal and differentiate it from competitors. Choices A, B, and D are all examples of how multi-attribute models can be applied strategically, by emphasizing the brand's strengths, reinforcing the connection between product attributes and consumer needs, and introducing new features that enhance value and satisfaction.

Quiz 7: Attitudes

Social pressure theory indicates:

Ben wanted to use the Fishbein model to measure attitudes toward a professional hockey team.What would Ben have to do first to use this model?

The three components of the Fishbein model are:

Which of the following best expresses what marketers mean by attitude?

A/An ________ implies that a consumer's attitude toward a product can be predicted by identifying the specific beliefs s/he holds about the several product attributes and combining them into one overall measure of the consumer's attitude.

Mary has always had a good relationship with her mother.At the university,she met a friend whom she grew very fond of.Mary brought her new friend home to visit her family.Mary's mother really disliked her new friend.According to the balance theory,what will Mary be motivated to do?

Multi-attribute attitude models specify three elements,which are:

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?

Several of the following cultural roadblocks diminish the universality of the theory of reasoned action,EXCEPT:

Despite improvements to the Fishbein model,all of the following are considered to be obstacles to predicting behaviour using this model except ________.

The attitude accessibility perspective suggests that:

When celebrity endorser Cybill Shepherd confessed that she did not eat red meat,even though she had been doing promotions for the beef industry,she was replaced as an endorser.According to balance theory,this endorsement backfired because:

Anything toward which one has an attitude,whether it is tangible,such as Coca-Cola,or intangible,such as the idea of energy conservation,is referred to as an:

The extended Fishbein multi-attribute model recognizes a distinction between behavioural intentions and actual behaviour.This is important because:

All of the following are a strategic application of multi-attribute models EXCEPT: