Question 1

If Lana wears red,flashy dresses because it says something about her lifestyle,then Lana is exhibiting the ego-defensive function of attitudes.

Accepted Answer

Lana wearing red, flashy dresses because it says something about her lifestyle is an example of the value-expressive function of attitudes, where attitudes express an individual's central values and self-concept, not the ego-defensive function, which involves holding attitudes to protect oneself from acknowledging basic truths or uncomfortable aspects of reality.

Question 2

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

Accepted Answer

An injunctive norm refers to perceptions of what behaviors are approved or disapproved by others, indicating societal approval.

Question 3

According to the functional theory of attitudes,attitudes are determined by a person's motives.

Accepted Answer

The functional theory of attitudes proposes that attitudes are determined by a person's motives, specifically their desire for cognitive consistency, self-expression, and social adaptation.

Question 4

Janet will only drink Earl Grey tea.This tea is her attitude object.

Accepted Answer

An attitude object is something that an individual has an attitude towards. In this case, Janet has a preference towards Earl Grey tea, making it her attitude object.

Question 5

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 bathroom is appealing to a descriptive norm, suggesting that it is common for guests to engage in environmental conservation behaviors.

Question 6

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 norm refers to the perceived behavior that is common or typical amongst a group of people. When a marketer communicates information about what people commonly do, they are communicating a descriptive norm. For example, a restaurant may advertise that "9 out of 10 customers order our signature dish" in order to create a perception of popularity and conformity amongst potential customers.

Question 7

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

Accepted Answer

A descriptive norm describes the typical or common behavior of people in a particular society or group. It is not a normative statement about what people should do, but rather a statement about what they actually do.

Question 8

Affect refers to the way consumers feel about an attitude object.

Accepted Answer

Affect is an important component of attitudes and refers to the emotional reactions and feelings that consumers have towards an attitude object.

Question 9

A cola drink is preferred by a segment of cola drinkers,but the same segment almost always picks another cola brand in blind taste tests.The attitude formation for this product reflects the value-expressive function more than the utilitarian function.

Accepted Answer

The fact that the segment of cola drinkers prefers a certain brand despite not choosing it in blind taste tests suggests that their preference is based on the brand's ability to express their values and identity, rather than just its taste or functional benefits. This reflects the value-expressive function of attitudes.

Question 10

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 demonstrating a descriptive norm, which refers to individuals modeling their behavior after what they perceive as typical or common in their community. By showing other members of the community recycling, the City of Calgary is trying to influence attitudes and behaviors of viewers to align with this norm.

Question 11

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

In this scenario, the City of Toronto is using an injunctive norm, which is a social expectation or rule that communicates what behaviors are socially approved or disapproved of. By creating a series of radio spots that communicate the expectation that city residents should compost their organic waste, the city is trying to influence attitudes and behaviors by making it clear what is socially expected of residents.

Question 12

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

Shirley's keeping her room tidy is a response to injunctive norms, which refer to social norms that specify what is commonly approved or disapproved behavior in a certain situation. In this case, it is commonly approved behavior to keep one's room tidy when requested by one's mother.

Question 13

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

Accepted Answer

Injunctive norms are social norms that communicate what behavior is approved or disapproved by others in a given situation. When a marketer communicates information about what others believe the consumer should do, they are communicating an injunctive norm. For example, an advertisement that says "9 out of 10 dentists recommend this toothpaste" is communicating an injunctive norm by implying that using the toothpaste is the approved behavior by dental professionals.

Question 14

It is impossible for a person to hold two contradictory attitudes toward the same object.

Accepted Answer

It is possible for a person to have two contradictory attitudes towards the same object. For example, a person may love the taste of chocolate but hate the negative effects it has on their health.

Question 15

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 was using injunctive norms by using famous musicians to communicate that voting is something that we all should be doing. Injunctive norms refer to messages that convey what is socially approved or disapproved behavior.

Question 16

Gasoline is the only product commonly purchased that is priced down to a fraction of a cent.This is so because gasoline is selected for purchase following a low-involvement hierarchy that makes point-of-purchase factors more important.

Accepted Answer

Gasoline is priced to a fraction of a cent due to historical pricing practices and competitive pricing strategies, not because of a low-involvement hierarchy in purchasing decisions.

Question 17

High involvement with a product decision is more likely to lead to brand loyalty than low involvement.

Accepted Answer

When a consumer is highly involved in a product decision, they are more likely to invest time, effort, and information in the decision-making process. This cognitive investment can lead to a stronger emotional attachment to the chosen brand and a higher likelihood of repeat purchases. However, low involvement purchases may not have the same level of emotional investment, and consumers may be more likely to switch brands based on convenience, price, or other factors.

Question 18

Jason believes that dressing formally (e.g.,a coat and tie)marks him as a man who is "dressed for success," therefore Jason dresses formally even in class or for casual occasions.Jason is basing this decision on the cognition part of the ABC model of attitudes.

Accepted Answer

The cognition component of attitudes refers to the beliefs or thoughts a person has about the attitude object. In this case, Jason believes that dressing formally is associated with success, which is a cognitive component of his attitude towards dressing.

Question 19

Behaviour,in the ABC model of attitudes,involves what a person actually does,not what he intends to do with regard to an attitude object.

Accepted Answer

The answer of Behaviour,in the ABC model of attitudes,involves what...

Question 20

Research on social norms and compliance with hotel energy conservation programs finds that:
A) the most compliance occurs when a descriptive norm is linked to other guests who stayed in the same hotel room.
B) the majority of guests (85%) ignore normative messages.
C) injunctive norms are always more effect than descriptive norms.
D) descriptive norms that link the behaviour to unconscious motives induce the most compliance.

Accepted Answer

Research suggests that the most effective social norm for promoting compliance with energy conservation programs in hotels is a descriptive norm that links a guest's energy use behavior to the behavior of previous guests who stayed in the same room. This type of social norm appeals to people's desire for conformity and social approval, and is more effective than injunctive norms (which focus on what should be done) or general descriptive norms (which provide information about what others typically do). Furthermore, research has shown that this approach can be effective even when guests are not directly informed of the norm and simply see the energy-saving actions taken by previous guests.

Quiz 7: Attitudes

If Lana wears red,flashy dresses because it says something about her lifestyle,then Lana is exhibiting the ego-defensive function of attitudes.

An injunctive norm:

According to the functional theory of attitudes,attitudes are determined by a person's motives.

Janet will only drink Earl Grey tea.This tea is her attitude object.

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) __________.

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

A descriptive norm:

Affect refers to the way consumers feel about an attitude object.

A cola drink is preferred by a segment of cola drinkers,but the same segment almost always picks another cola brand in blind taste tests.The attitude formation for this product reflects the value-expressive function more than the utilitarian function.

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.

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.

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

When the marketer communicates information about what others believe the consumer should do,a _________________ is being communicated.

It is impossible for a person to hold two contradictory attitudes toward the same object.

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) ________.

Gasoline is the only product commonly purchased that is priced down to a fraction of a cent.This is so because gasoline is selected for purchase following a low-involvement hierarchy that makes point-of-purchase factors more important.

High involvement with a product decision is more likely to lead to brand loyalty than low involvement.

Jason believes that dressing formally (e.g.,a coat and tie)marks him as a man who is "dressed for success," therefore Jason dresses formally even in class or for casual occasions.Jason is basing this decision on the cognition part of the ABC model of attitudes.

Behaviour,in the ABC model of attitudes,involves what a person actually does,not what he intends to do with regard to an attitude object.

Research on social norms and compliance with hotel energy conservation programs finds that: