Question 1

In an effort to understand the impact of advertising on consumer attitudes towards particular products or brands, considerable attention has been paid to developing what has been referred to as:

Accepted Answer

Attitude-toward-the-ad models specifically focus on understanding how consumers' attitudes towards advertisements influence their attitudes towards the products or brands being advertised. This approach is central to advertising research because it directly links the impact of advertising efforts to consumer perceptions and attitudes, making it a key area of study for marketers aiming to evaluate and improve the effectiveness of their advertising strategies.

Question 2

Consumers who have a high need for cognition are likely to:

Accepted Answer

Consumers who have a high need for cognition enjoy processing and analyzing information, which means they are more likely to form positive attitudes towards ads or direct mail that are rich in product information. Ads featuring attractive models or celebrities may catch their attention, but they are less likely to be influenced by them compared to product information.

Question 3

The claim made by Hungry Jacks that 'The burgers are better at Hungry Jacks', shows an example of which attitudinal-change strategy?

Accepted Answer

The claim made by Hungry Jacks implies that their burgers are superior to those of their competitors, which can lead to changing consumers' beliefs about competitors' brands, ultimately resulting in a shift in attitude towards Hungry Jacks.

Question 4

The formation of attitudes is strongly influenced by all the following except:

Accepted Answer

The length of time a product has been on the market is not a significant factor in the formation of attitudes. Personal experience, influence of family and friends, and mass media are all strong influences on attitude formation.

Question 5

Lydia is an amateur photographer who considered moving from her point-and-shoot digital camera to a DSLR camera in order to be able to change lenses. However, with recent improvements in point-and-shoot cameras, Lydia is unsure of whether her move to a DSLR camera will be worthwhile. When Olympus brings out point-and-shoot cameras and changes Lydia's mind, they have used which strategy?

Accepted Answer

Olympus resolved Lydia's conflicting attitudes between sticking with a point-and-shoot camera and moving to a DSLR by improving their point-and-shoot cameras, thus influencing her decision.

Question 6

The theory of trying to consume is designed to:

Accepted Answer

The theory of trying to consume accounts for the cases in which the outcome is not certain but instead reflects the consumer's intention to consume. It is used to explain the factors that influence a consumer's decision-making process, even when they may not ultimately make a purchase. The other options (A, C, D) are not accurate descriptions of the theory of trying to consume.

Question 7

The development of the theory of trying to consume most closely parallels the:

Accepted Answer

The theory of trying to consume is closely related to the theory-of-reasoned-action model. This model argues that our behavior is determined by our intentions, which are influenced by our attitude towards the behavior and subjective norms. In the case of trying to consume, the behavior would be to consume a product or service, and the theory-of-reasoned-action model helps explain why individuals may or may not try to consume a product or service. The attitude-toward-object model is focused on people's overall evaluation of an object, while the attitude-toward-behavior model is focused on people's attitudes towards the behavior itself, and the attitude-toward-the-ad model is focused on people's attitudes towards advertising.

Question 8

Attitudes are formed:

Accepted Answer

Attitudes can be formed through various means such as information received about the product (C), personal experience with the product (B), or even prior to using the product based on beliefs, opinions, or general impressions (A). Therefore, all of the above options contribute to the formation of attitudes.

Question 9

An effective attitude-change strategy is changing the basic motivational function. According to this approach, attitudes can be classified into four functions; which of the following is not one of them?

Accepted Answer

The four attitude functions are utilitarian (related to usefulness), ego-defensive (related to self-protection), value-expressive (related to expression of values), and knowledge (related to understanding the world). Personal experience is not one of the four functions.

Question 10

Direct marketing has a good chance of favourably influencing target consumer's attitudes because:

Accepted Answer

Direct marketing allows for highly targeted marketing to individuals based on their needs and concerns, which can positively influence their attitudes towards the products or services being offered.

Question 11

The shift from having no attitude about an object to forming an attitude is a result of:

Accepted Answer

The shift in attitude toward an object is largely due to the process of learning, such as receiving information or experiences that shape one's perception and evaluation of the object. Motivation, social environment, and exposure to ads may play a role in this process, but they are not the primary causes of attitude formation.

Question 12

The primary means by which consumers form their attitudes is through:

Accepted Answer

Personal experience, such as using or consuming a product, is the primary way that consumers form their attitudes towards a brand or product. Consumer reports and direct marketing can also influence attitudes, but they are typically secondary sources of information. Family influences may play a role in some cases, but personal experience is the most important factor.

Question 13

When marketers try to persuade regular tea drinkers to 'cross over' and become herbal tea drinkers, the company must utilise a strategy that:

Accepted Answer

The strategy of changing the relative evaluation of attributes would likely be the best approach for persuading regular tea drinkers to switch to herbal tea. This involves highlighting the positive attributes of herbal tea (such as being natural, caffeine-free, or having health benefits) and showing how they are more important or desirable than attributes of regular tea (such as flavor or caffeine content). By changing the way consumers evaluate the attributes of different teas, the company can make herbal tea more appealing and increase the likelihood that consumers will switch to this product.

Question 14

Niche marketing is sometimes called:

Accepted Answer

Niche marketing is also known as micromarketing because it involves targeting a small, specific market segment with a specialized product or service. Local marketing refers to marketing efforts targeted at a specific geographic area, while individual marketing is focused on personalized marketing efforts for individual customers. Scale marketing is not a commonly used term in marketing.

Question 15

Ads for cosmetics and personal care products acknowledge the fact that people want to protect their self-images from inner feelings of doubt. This is consistent with which basic motivational function?

Accepted Answer

The ego-defensive function of motivation involves protecting one's self-image or self-esteem. Ads for cosmetics and personal care products acknowledge that people feel doubtful about their physical appearance and offer solutions to improve it, thus reflecting the ego-defensive function of motivation.

Question 16

Attitudes are formed by learning. In terms of classical conditioning, Oil of Olay, the well-established brand, was using the brand strength as the unconditioned stimulus to introduce Oil of Olay body wash. The unconditioned stimulus was used to link the new brand to the established name, resulting in a favourable attitude. The company is hoping for _____ from the brand name to the new product.

Accepted Answer

The company is hoping for stimulus generalisation from the brand name to the new product. This means that the established brand strength (unconditioned stimulus) is being used to associate positive feelings (conditioned response) with the new body wash (conditioned stimulus), resulting in a favourable attitude. The hope is that the positive attitude towards the established brand will transfer over to the new product through stimulus generalisation.

Question 17

A person that is trying to find a shoe of a very particular style and colour in order to match a dress, is an example of the theory of not being able to consume due to _____ impediments.

Accepted Answer

The correct answer is C) personal, as the impediment is related to the individual's specific preferences and requirements, not broader social, environmental, or economic factors.

Question 18

In the theory of trying to consume, the consumer's attempts to consume may be a result of _____ or _____ impediments that prevent the desired action or outcome.

Accepted Answer

The theory of trying to consume suggests that consumers may face personal or environmental impediments that prevent them from consuming a desired product or service. Personal impediments refer to factors such as lack of motivation or ability, while environmental impediments include factors such as availability and accessibility of the product, and social norms and expectations. Therefore, the best choice is B, which includes both personal and environmental impediments.

Question 19

The theory of reasoned action does not work well when the particular behaviour is a:

Accepted Answer

The answer of The theory of reasoned action does not...

Question 20

The multi-attribute attitude model that seems to best explain situations in which the behaviour under study is a goal is the:

Accepted Answer

The theory-of-trying-to-consume model is specifically designed to explain situations where the behavior under study is a goal, focusing on the efforts to consume or purchase as opposed to the actual consumption or purchase itself. This model acknowledges the challenges and efforts involved in trying to achieve a consumption-related goal.

Quiz 7: Consumer attitudes—attitude development and change