CHAPTER 7

ATTITUDES Multiple Choice 1. A(n) ________ is a lasting, general evaluation of people (including oneself), objects, advertisements, or issues. a. principle b. belief c. personality trait d. attitude Answer: (d) Di icult!: (E) "#ct P#$e: %%& 2. Ruby believes that ice cream is fattening and therefore tries to avoid the temptation of eating it. hich of the follo!ing best describes the relationship bet!een Ruby and ice cream" a. #he ice cream is purely a product ($1). b. #he ice cream is an attitude object (Ao) because of Ruby%s feelings to!ard the product. c. #he ice cream is a fantasy (&1) for Ruby. d. #he ice cream is matched to a personality trait ($t) of Ruby and this is !hat causes her difficulties in rejecting the product. Answer: (') Di icult!: (H) Applic#tion P#$e: %%& '. hich of the follo!ing statements !ith regard to an attitude%s relationship to time is most correct" a. Attitudes endure over time. b. Attitudes tend to be irrelevant !ith respect to time. c. Attitudes fade over time. d. Attitudes tend to be strong during one%s youth and then fade in one%s older years.

Answer: (#) Di icult!: (H) "#ct #nd Applic#tion P#$e: %%& (. #he functional theory of attitudes !as initially developed to e)plain ho!* a. people buy products. b. people reject certain classes of products !ithout rational reasons. c. attitudes facilitate social behavior. d. global mar+eting can deal !ith cultural changes around the !orld. Answer: (c) Di icult!: (M) "#ct P#$e: %%& ,. Attitudes e)ist because they serve some function for the person. #his statement is

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representative of !hich of the follo!ing theories of attitudes" a. A-. model of attitudes b. functional theory of attitudes c. lo!/involvement hierarchy d. latitude of rejection model Answer: (') Di icult!: (M) "#ct #nd Applic#tion P#$e: %%& 0. 1aniel 2at3 described a variety of functions of attitudes. 45# one of those functions" a. #he +no!ledge function. b. #he utilitarian function. c. #he value/e)pressive function. d. #he gender placement function. Answer: (d) Di icult!: (M) "#ct P#$e: %%&(%%) 6. hich of the follo!ing general attitude functions is most closely related to the basic principles of re!ard and punishment" a. 7tilitarian function. b. 8alue/e)pressive function. c. 9go/defensive function. d. 2no!ledge function. P#$e: %%&(%%) hich of the follo!ing is

Answer: (#) Di icult!: (M) "#ct #nd Applic#tion

:. ;arah sees an ad for a popular deodorant. <n the ad, a young girl is embarrassed on prom night because of a perspiration stain on her pin+ prom dress. #he punch line of the ad says, =<s yours strong enough !hen you really need it"> ;arah thin+s about her o!n product, an upcoming date !ith a ne! guy, and decides to s!itch to the advertised brand. hich of the follo!ing attitude functions most closely matches the above decisions made by ;arah" a. 7tilitarian function. b. 8alue/e)pressive function. c. 9go/defensive function. d. 2no!ledge function. Answer: (c) Di icult!: (H) Applic#tion P#$e: %%) ?. 2anisha is confronted !ith a strange set of products during her most recent visit to the cosmetics counter at her favorite department store. 7rban @runge nail polish is =hot, hot, hot> according to recent ads. 2anisha li+es the idea of a ne! nail polish but is unsure about the image that might be projected by the dull colors of the nail polish line. ith such names as ;treet ;lime, @arbage @oo, and #rash .an, caution might be the right move. hich of the follo!ing attitude functions is probably in play !ith 2anisha and her purchase decision"

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a. b. c. d.

7tilitarian function. 2no!ledge function 9go/defensive function. .amaraderie function.

Answer: (c) Di icult!: (M) Applic#tion P#$e: %%) 1A. Bost researchers agree that an attitude has three components. lists most accurately describe these three components" a. 8alue, ego, and intellect. b. $ositive, negative, and neutral. c. Affect, behavior, and cognition. d. Cocal, social, and cultural. Answer: (c) Di icult!: (M) "#ct P#$e: %%7 11. &rom the basic A-. model of attitude components, ______________ refers to the !ay a consumer feels about an attitude object. a. affect b. behavior c. cognition d. affinity Answer: (#) Di icult!: (E) "#ct P#$e: %%7 12. According to the basic A-. model of attitude components, the component that refers to the beliefs a consumer has about an attitude object is called* a. affect b. behavior c. affinity d. cognition Answer: (d) Di icult!: (M) "#ct P#$e: %%7 1'. Attitude researchers have developed the concept of a hierarchy of effects to e)plain the relative impact of the three components of an attitude. All of the follo!ing are possible hierarchies 9D.9$#* a. ;tandard Cearning Eierarchy. b. Co!/<nvolvement Eierarchy. c. 9)periential Eierarchy. d. Eabit Eierarchy. Answer: (d) Di icult!: (H) "#ct #nd Applic#tion P#$e: %%7* "i$ure 7+, 1(. <f a consumer approaches a product decision as a problem/solving process (based on cognitive information processing, then he or she !ill use a(n) hich of the follo!ing

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___________________________ to proceed !ith their decision. a. ;tandard Cearning Eierarchy b. Co!/<nvolvement Eierarchy c. 9)periential Eierarchy d. Eabit Eierarchy Answer: (#) Di icult!: (M) "#ct P#$e: %%7(%%-* "i$ure 7+, 1,. 2elly is considering purchasing a ne! car. #o do so, she revie!s ho! she has bought cars in the past, !hat her preferences (brand loyalty) are, any ne! information that might have come her !ay, and !hat friends have told her about various models. ;he is highly involved in this decision, she has carefully !eighed alternatives, and has come to !hat she perceives to be a thoughtful decision. 2elly%s decision ma+ing is an e)ample of !hich of the follo!ing hierarchies" a. Eabit Eierarchy. b. Co!/<nvolvement Eierarchy. c. 9)periential Eierarchy. d. ;tandard Cearning Eierarchy. Answer: (d) Di icult!: (H) "#ct #nd Applic#tion P#$e: %%7(%%10. <n the __________________, the consumer does not initially have a strong preference for one brand over another. <nstead he acts on the basis of limited +no!ledge and then forms an evaluation only after the product has been purchased or used. a. ;tandard Cearning Eierarchy b. Co!/<nvolvement Eierarchy c. 9)periential Eierarchy d. Eabit Eierarchy Answer: (') Di icult!: (M) "#ct P#$e: %%16. ;imi @handi is never Fuite sure !hich brand of gum to buy. ;he tries some, li+es some, rejects some. Eo!ever, through a process of behavioral learning she does remember those brands that taste good and ma+e her mouth fresh. #he problem is that she cannot often remember the brands that are not so good and often repeats purchasing mista+es. =5h !ell,> says ;imi, =gum buying is not that big a deal any!ay.> hich of the follo!ing hierarchies !ould most appropriately describe ;imi%s situation" a. ;tandard Cearning Eierarchy. b. 9)periential Eierarchy. c. Co!/<nvolvement Eierarchy. d. Eabit Eierarchy. Answer: (c) Di icult!: (M) Applic#tion P#$e: %%1:. <n the ______________, the consumer considers purchasing based on an attitude of

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hedonic consumption (such as ho! the product ma+es them feel or the fun its use !ill provide). a. ;tandard Cearning Eierarchy. b. Co!/<nvolvement Eierarchy. c. 9)periential Eierarchy. d. Eabit Eierarchy. Answer: (c) Di icult!: (M) "#ct P#$e: %%-(%./ 1?. ;amuel buys a ne! brand of cologne based on the fact that it is a =uniFue sensory e)perience.> ;amuel%s decision based on emotional response and intangible attributes, is most closely associated !ith !hich of the follo!ing hierarchies" a. ;tandard Cearning Eierarchy. b. Co!/<nvolvement Eierarchy. c. 9)periential Eierarchy. d. Eabit Eierarchy. Answer: (c) Di icult!: (H) Applic#tion P#$e: %%-(%./ 2A. #he ___________________ is defined as a predisposition to respond in a favorable or unfavorable manner to a particular advertising stimulus during a particular e)posure occasion. a. attitude to!ard the object (Ao). b. attitude to!ard the advertisement (Aad). c. attitude to!ard the event (Ae). d. attitude to!ard the cognition (Ac). Answer: (') Di icult!: (E) "#ct P#$e: %./(%., 21. Research has sho!n that at least three emotional dimensions have been identified in commercials. #!o of these emotional dimensions are pleasure and arousal. hat is the third emotional dimension" a. $ain. b. $ride. c. ;ocial connection. d. <ntimidation. Answer: (d) Di icult!: (H) "#ct P#$e: %., 22. An attitude can form in several !ays. &or e)ample, a teenager may come to model the behavior of friends and media figures !ho drin+ $epsi because he or she believes that this act !ill allo! him or her to fit in !ith the desirable images of the $epsi @eneration. hich of the follo!ing !ould the above e)ample be most closely associated !ith" a. #he attitude occurred because of classical conditioning.

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b. #he attitude occurred because of instrumental conditioning. c. #he attitude occurred because of a comple) cognitive process. d. #he attitude occurred because of a geodemographic process. Answer: (c) Di icult!: (H) "#ct #nd Applic#tion P#$e: %., 2'. Researchers agree that there are various levels of commitment to an attitude. #he highest level of involvement is* a. compliance. b. identification. c. information acFuisition. d. internali3ation. Answer: (d) Di icult!: (M) "#ct P#$e: %.,(%.% 2(. A person may eat ;nic+ers% candy bars because this brand is sold in the company cafeteria, and it is too much trouble to go else!here for a preferred brand. #his !ould be an e)ample of !hich +ind of attitude involvement based on degree of commitment" a. .ompliance. b. <dentification. c. <nformation acFuisition. d. <nternali3ation. Answer: (#) Di icult!: (H) Applic#tion P#$e: %.% 2,. Roger !as really angry !hen .oca/.ola attempted to s!itch from its older formula to 4e! .o+e. Ee !rote letters to .oca/.ola, tal+ed to friends, called the local bottler, attempted to hoard =old .o+e,> and complained to the local grocery store manager. <n this e)ample, !hich of the follo!ing +inds of attitude involvements (based on degree of commitment) is at !or+ in Roger%s case" a. .ompliance. b. <dentification. c. <nformation acFuisition. d. <nternali3ation. Answer: (d) Di icult!: (H) Applic#tion P#$e: %.% 20. .onsumers value harmony among their thoughts, feelings, and behaviorsG they are motivated to maintain uniformity among these elements. #his statement illustrates !hich of the follo!ing theories" a. ;elf/perception theory. b. -alance theory. c. $rinciple of cognitive consistency. d. ;ocial judgment theory. Answer: (c) Di icult!: (E) "#ct #nd Applic#tion P#$e: %.%(%..

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26. A smo+er is faced !ith a problem. Ee li+es to smo+e, but he +no!s that smo+ing has been lin+ed to cancer. Eis solution to this dilemma is to find a middle ground by smo+ing a lo! tar and nicotine cigarette. #his e)ample illustrates consumer response based on !hich of the follo!ing theories" a. ;elf/perception theory. b. #heory of cognitive dissonance. c. ;ocial judgment theory. d. -alance theory. Answer: (') Di icult!: (H) Applic#tion P#$e: %..(%.& 2:. hich of the follo!ing theories states that !e maintain behavior consistency by inferring that !e must have a positive attitude to!ard an object if !e bought or consumed it (assuming that !e made this choice freely)" a. ;elf/perception theory. b. #heory of cognitive dissonance. c. .ognitive judgment theory. d. -alance theory.

Answer: (#) Di icult!: (M) "#ct P#$e: %.&(%.) 2?. #im Roberts is a great car salesman. Ee +no!s people accept and buy e)pensive products gradually. #o ma+e a sale, #im tries to get consumers in a car for a test drive. Ee +no!s that once the customer has complied !ith the small reFuest, the probability of an actual car sale !ill increase. #im%s techniFue is an e)ample of !hich of the follo!ing sales strategies or techniFues" a. =&ollo! my orders> strategy. b. =;ho! me the money> strategy. c. =&oot/in/the/door> techniFue. d. =4ever stop selling> techniFue. Answer: (c) Di icult!: (M) Applic#tion P#$e: %.)(%.0 'A. ____________________ assumes that people assimilate ne! information about attitude objects in light of !hat they already +no! or feel. a. ;ocial judgment theory b. #he theory of relational objects c. -alance theory d. #he theory of cognitive dissonance Answer: (#) Di icult!: (E) "#ct P#$e: %.0 '1. <n accepting or rejecting products based on social judgment theory, =choosy mothers choose H<& peanut butter> is an illustration of !hich of the follo!ing" a. Catitude of advertising.

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b. Catitude of perception. c. Catitude of least resistance. d. Catitude of acceptance. Answer: (d) Di icult!: (M) "#ct #nd Applic#tion P#$e: %.0 '2. _________________ considers relations among elements a person might perceive as belonging together. a. ;ocial judgment theory b. #he theory of relational objects c. -alance theory d. #he theory of cognitive dissonance Answer: (c) Di icult!: (M) "#ct P#$e: %.0(%.7 ''. -alance theory perspective involves relations among three elements (a triad). of the follo!ing is not part of that triad" a. A person and his or her perceptions. b. #he mar+eter and their strategy of image building. c. An attitude object (the object to be perceived). d. ;ome other person or object. Answer: (') Di icult!: (E) "#ct P#$e: %.0(%.7 '(. Eenry !ould li+e $hil for a roommate. #hey seem to get along fine and have many common interests. Eo!ever, $hil smo+es and Eenry does not. #he eventual solution to this potential problem is that $hil agrees to smo+e outside the apartment and tries to Fuit through a nicotine patch. Eenry agrees not to complain about the smell on $hil%s clothes and to be supportive of his attempts to Fuit smo+ing. #his illustration is an e)ample of !hich of the follo!ing" a. ;ocial judgment theory. b. #he theory of relational objects. c. -alance theory. d. #he theory of cognitive dissonance. Answer: (c) Di icult!: (M) Applic#tion P#$e: %.0(%.7 ',. ;ometimes consumers are just not sure about a purchase and need a =nudge> to move for!ard and complete a transaction. Bar+eters often use a celebrity pitch/ person to provide the needed =nudge.> -y using this techniFue, mar+eters are hoping that the star%s popularity !ill transfer to the product. hich of the follo!ing theories is most closely associated !ith the above statements" a. $ersonal relevance theory. b. #he theory of relational objects. c. #he theory of cognitive dissonance. d. -alance theory. hich

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Answer: (d) Di icult!: (M) "#ct #nd Applic#tion P#$e: %.'0. A simple response does not al!ays tell us everything that !e need to +no! about !hy the consumer feels a certain !ay to!ard a product or about !hat mar+eters can do to change the consumer%s attitude. &or this reason and because attitudes can be comple), in recent years _______________ have become popular. a. multi/attribute attitude models b. demographic attitude models c. single/attribute attitude models d. psychographic attitude models Answer: (#) Di icult!: (M) "#ct #nd Applic#tion P#$e: %.1 '6. All multi/attribute attitude models specify three elements. #!o of those elements are attributes and beliefs. hat is the third element" a. Action variables. b. Botivations. c. Recency of data. d. <mportance !eights. Answer: (d) Di icult!: (M) "#ct P#$e: %.1 ':. 2enneth is using a multiattribute model to ma+e a decision on !hich college to attend. ;cholarly reputation, friendliness of students, and the adeFuacy of the college placement division are the most important areas that 2enneth is using to measure his list of colleges. hich of the follo!ing elements is 2enneth primarily using in his multi/attribute model to ma+e his decision" a. Attributes. b. -eliefs. c. <mportance !eights. d. @oals. Answer: (#) Di icult!: (H) Applic#tion P#$e: %.1 '?. ;amantha is using a multi/attribute model to ma+e a decision on !hich college to attend. ;he has evaluated that scholarly reputation is more important than !hether the the college has a good sports program. hich of the follo!ing elements is ;amantha primarily using in her multi/attribute model to ma+e her decision" a. Attributes. b. -eliefs. c. <mportance !eights. d. @oals. Answer: (c) Di icult!: (E) Applic#tion P#$e: %.1

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(A. a. b. c. d.

hich of the follo!ing is most closely associated !ith the &ishbein model" <t is the most influential multi/attribute model. <t is the only model to combine the 2oont3 and 2rant3 models. <t is !idely used in 9urope but has a substantially reduced follo!ing in the 7nited ;tates. <t has been replaced by the Eolmes model because of its failure to account for the effect of the <nternet on attitude formulation.

Answer: (#) Di icult!: (M) "#ct P#$e: %&/ (1. #he &ishbein multi/attribute model measures three components of attitude. All of the follo!ing are among those elements 9D.9$#* a. importance of cells. b. salient beliefs. c. object/attribute lin+ages. d. evaluation of each of the important attributes. Answer: (#) Di icult!: (M) "#ct P#$e: %&/ (2. ;trategy can be developed using information from a &ishbein multi/attribute attitude model. All of the follo!ing are strategic opportunities and applications cited by the te)t 9D.9$#* a. capitali3e on relative advantages. b. strengthen perceived productIattribute lin+ages. c. add a ne! attribute. d. subtract an attribute. Answer: (d) Di icult!: (M) "#ct #nd Applic#tion P#$e: %&,(%&% ('. 7sing the &ishbein multi/attribute attitude model, !hich of the follo!ing strategies associated !ith the model provides the rationale for e)amining attributes based on perceived strengths of the attribute(s)" a. .apitali3e on relative advantages. b. ;trengthen perceived productIattribute lin+ages. c. Add a ne! attribute. d. <nfluence competitors% ratings. Answer: (#) Di icult!: (H) "#ct #nd Applic#tion P#$e: %&,(%&% ((. Researchers have added to the original &ishbein multi/attribute model. #he name of this e)tended &ishbein model is* a. the lin+ed &ishbein model. b. the theory of reasoned action. c. the $hillips model. d. the theory of social motivation.

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Answer: (') Di icult!: (M) "#ct P#$e: %&% (,. #he theory of reasoned action is most closely associated !ith !hich of the follo!ing models" a. #he &reudian psychoanalytic model. b. #he &ishbein multi/attribute model. c. #he .o!ard social dynamic model. d. #he 4orthland central theorem model. Answer: (') Di icult!: (E) "#ct P#$e: %&% (0. hich of the follo!ing theoretical models measures attitude to!ard the act of buying (Aact), rather than only the attitude to!ard the product itself" a. #he theory of cognitive dissonance. b. #he theory of reasoned action. c. #he theory of attribute justification. d. #he simple) theory.

Answer: (') Di icult!: (H) "#ct P#$e: %&%(%&& (6. 1espite improvements to the &ishbein model, all of the follo!ing are considered to be obstacles to predicting behavior using this model 9D.9$#* a. the model does not consider social pressure. b. the model !as developed to deal !ith actual behavior, not !ith the outcomes of behavior. c. some outcomes are beyond the consumer%s control. d. measures of attitude often do not really correspond to the behavior they are supposed to predict. Answer: (#) Di icult!: (H) "#ct #nd Applic#tion P#$e: %&&(%&) (:. hich of the follo!ing theories states that =the criterion of behavior in the reasoned action model should be replaced !ith trying to reach a goal"> a. #heory of cognitive pressure and discontent. b. #heory of failure. c. #heory of action and reason. d. #heory of trying.

Answer: (d) Di icult!: (E) "#ct #nd Applic#tion P#$e: %&) (?. All of the follo!ing factors might be important to the theory of trying 9D.9$#* a. attitudes to!ard success. b. e)pectation of success. c. attitude to!ard failure. d. attitude to!ard po!er and control.

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Answer: (d) Di icult!: (M) "#ct #nd Applic#tion P#$e: %&0* "i$ure 7+. ,A. Attitude trac+ing helps to increase the predictability of behavior by allo!ing researchers to analy3e trends over an e)tended period of time. All of the follo!ing are changes that researchers loo+ for over time 9D.9$#* a. changes in different age groups. b. scenarios about the future. c. heredity. d. identification of change agents. Answer: (c) Di icult!: (M) "#ct P#$e: %&7(%&True2"#lse ,1. Botivation is a lasting, general evaluation of people (including oneself), objects, advertisements, or issues. Answer: ("#lse) Di icult!: (E) "#ct P#$e: %%& ,2. An attitude is lasting because it tends to endure over time. Answer: (True) Di icult!: (E) "#ct P#$e: %%& ,'. #he functional theory of attitudes !as initially developed by 1aniel 2at3. Answer: (True) Di icult!: (M) "#ct P#$e: %%& ,(. According to the functional theory of attitudes, attitudes e)ist because they are hereditary. Answer: ("#lse) Di icult!: (M) "#ct P#$e: %%& ,,. #he value/e)pressive function of attitudes is related to the basic principles of re!ard and punishment. Answer: ("#lse) Di icult!: (M) "#ct P#$e: %%&(%%) ,0. <f Cana !ears red, flashy dresses because it says something about her lifestyle, then Cana is e)hibiting the ego/defensive function of attitudes. Answer: ("#lse) Di icult!: (M) Applic#tion P#$e: %%&(%%) ,6. Attitudes that are formed to protect the person, either from e)ternal threats or internal feelings, are said to perform the knowledge function of attitudes.

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Answer: ("#lse) Di icult!: (M) "#ct P#$e: %%&(%%) ,:. Attitudes only serve one function at a time. #his is !hat ma+es them easy to study and chart. Answer: ("#lse) Di icult!: (E) "#ct P#$e: %%0 ,?. Affect, behavior, and cognition are the elements that form the ABC model of attitudes. Answer: (True) Di icult!: (E) "#ct P#$e: %%7 0A. <n the A-. model of attitudes, affect refers to the !ay a consumer feels about an attitude object. Answer: (True) Di icult!: (E) "#ct P#$e: %%7 01. Hason believes that dressing formally (e.g., a coat and tie) mar+s him as a man !ho is =dressed for successG> therefore, Hason dresses formally even in class or for casual occasions. Hason is basing this decision on the =cognition> part of the A-. model of attitudes. Answer: (True) Di icult!: (H) Applic#tion P#$e: %%7 02. <n the standard learning hierarchy model, the consumer approaches a product decision as a problem/solving process. Answer: (True) Di icult!: (E) "#ct P#$e: %%7(%%0'. <n the standard learning hierarchy model, attitude is based on behavioral learning processes. Answer: ("#lse) Di icult!: (M) "#ct P#$e: %%7* "i$ure 7+, 0(. .arter does not loo+ at many of the ads for ne! brands of mustard. Eis all/time favorite is &rench%s mustard and he sees no reason to change. .arter is e)hibiting behavior consistent !ith the standard learning hierarchy model. Answer: ("#lse) Di icult!: (H) Applic#tion P#$e: %%7(%./ 0,. #he e)periential hierarchy model of attitudes highlights the idea that attitudes can be strongly influenced by !hat might be called the involvement parado). Answer: ("#lse) Di icult!: (H) "#ct #nd Applic#tion P#$e: %%7(%./ 00. At least three emotional dimensions have been identified in commercials* pleasure, arousal, and intimidation.

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Answer: (True) Di icult!: (M) "#ct P#$e: %., 06. 5ne of the !ays an attitude can form is through classical conditioning. An e)ample of this formulation !ould be !hen the $epsi name is repeatedly paired !ith a catchy jingle such as =Jou%re in the $epsi @eneration.> Answer: (True) Di icult!: (E) Applic#tion P#$e: %., 0:. -ased on information provided in the te)t, identification is the lo!est level of involvement !here an attitude is formed because it helps in gaining re!ards. Answer: ("#lse) Di icult!: (M) "#ct P#$e: %.% 0?. Bany consumers reacted negatively !hen .oca/.ola attempted to replace the standard .o+e product !ith 4e! .o+e. #hese consumers had a very strong allegiance to =old> .o+e. This is an illustration of the compliance function as related to involvement with an attitude object. Answer: ("#lse) Di icult!: (H) Applic#tion P#$e: %.% 6A. #he theory of cognitive dissonance states that !hen a person is confronted !ith inconsistencies among attitudes or behaviors, he or she !ill ta+e some action to resolve this =dissonance.> Answer: (True) Di icult!: (E) "#ct P#$e: %.. 61. ;elf/perception theory helps to e)plain the effectiveness of a sales strategy called the =foot/in/the/door techniFue.> Answer: (True) Di icult!: (E) "#ct P#$e: %.&(%.0 62. Borris is considering joining the Barine .orps. Eo!ever, he +no!s the .orps has changed since his father joined. omen in the Barine .orps is a ne! idea that Borris !ill have to thin+ about. Ee reali3es that to join the .orps he !ill have to accept this idea. Morriss situation is an example of social judgment theor in action. Answer: (True) Di icult!: (M) Applic#tion P#$e: %.0 6'. -alance theory reminds us that !hen perceptions are balanced, attitudes are li+ely to be less stable because of boredom. Answer: ("#lse) Di icult!: (M) "#ct P#$e: %.6(. -asic multi/attribute models specify three elements as being important. #hey are attributes, beliefs, and relative advantage of competitive messages.

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Answer: ("#lse) Di icult!: (M) "#ct P#$e: %.1 6,. According to the &ishbein model, salient beliefs are those beliefs about an object that are considered during evaluation. Answer: (True) Di icult!: (M) "#ct P#$e: %&/ Ess#! 3uestions 60. <dentify and describe the functional theor of attitudes and its component parts (functions). Answer: According to 1aniel 2at3, he originally developed his functional theory to e)plain ho! attitudes facilitate social behavior. Attitudes e)ist because they serve some function for the individualG that is, they are determined by a personKs motives. #he follo!ing are +ey functions identified by 2at3* !tilitarian function / #his is related to the basic principle of re!ard and punishment. e develop some attitudes to!ard products simply on the basis of !hether they provide us !ith pleasure or pain. Ads stressing straightfor!ard product benefits appeal to this function. "alue#expressive function / Attitudes that perform a value/e)pressive function are central to the personKs self/concept or central values. Ads that stress ho! using a product ma+es a statement about him or her as a person appeal to this function. $go#defensive function / #he function of this attitude is to protect a person from real or imagined, internal or e)ternal, threats to perceived security. Ads that stress ho! product usage avoids the threat (often only implicitly) appeal to this function. %nowledge function / Attitudes are formed to address the individualKs need for order, structure, meaning, and control over oneKs environment. Ads that stress the po!er of product information, especially !hen a person is in an ambiguous situation or is confronted !ith a ne! product, appeal to this function. <n functional theory, an attitude can serve more than one functionG ho!ever, in many cases, a particular function !ill be dominant for the consumer in terms of consumption motivation. Di icult!: (M) "#ct P#$e: %%&(%%7

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66. Bost researchers agree that an attitude has three components. Cist and briefly describe those three components. Eint* this has been described as the ABC model of attitudes. Answer: (a) Affect//refers to the !ay a consumer feels about an attitude object. (b) Behavior//involves the person%s intentions to do something !ith regard to an attitude object (ho!ever, an intention does not al!ays result in an actual behavior). (c) Cognition//refers to the beliefs a consumer has about an attitude object. Di icult!: (E) "#ct P#$e: %%7 6:. Attitude researchers have developed the concept of a hierarch of effects to e)plain the relative impact of the A-. model on attitudes. Cist and briefly describe each of the three hierarchies that !ere presented in the chapter. -e e)plicit !ith your description. <f you !ish, you may provide e)amples to aid your discussion. Answer: #he three hierarchies are (a) the standard learning hierarchy, (b) the lo!/involvement hierarchy, and (c) the e)periential hierarchy. (a) The standard learning hierarch //in this form, a consumer approaches a product decision as a problem/solving process. #he seFuence of events is beliefs to affect (feeling) to behavior to an attitude (the attitude is based on cognitive information processing). #he standard learning hierarchy assumes that a consumer is highly involved in ma+ing a purchase decision. #he person is motivated to see+ out a lot of information, carefully !eigh alternatives, and come to a thoughtful decision. (b) The low#involvement hierarch //in this form, the consumer does not initially have a strong preference for one brand over another, but instead acts on the basis of limited +no!ledge and then forms an evaluation only after the product has been purchased or used. #he attitude is li+ely to come about through behavioral learningG the consumer%s choice is reinforced by good or bad e)periences !ith the product after purchase. #he seFuence is beliefs to behavior to affect to attitude (based on behavioral learning processes. (c) The experiential hierarch //this perspective highlights the idea that attitudes can be strongly influenced by intangible product attributes (such as pac+aging). #he seFuence is affect (feelings) to behavior to beliefs to attitude (based on hedonic consumption). Di icult!: (H) "#ct #nd Applic#tion P#$e: %%7(%./* "i$ure 7+, 6?. <t is generally felt that a hierarchy of effects describes the relative affect of A-. model of attitudes. hich hierarchy !ould be most appropriate for a consumer !ho is a loyal .oca/.ola consumer and drin+s .oca/.ola for the Lpleasure of it"L .ite the hierarchy and briefly describe its order and function. Answer:

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#he correct ans!er is the experiential hierarch Mthis perspective highlights the idea that attitudes can be strongly influenced by intangible product attributes (such as pac+aging). #he seFuence is affect (feelings) to behavior to beliefs to attitude (based on hedonic consumption). <n this model, consumers act on the basis of their emotional reactions. Di icult!: (H) "#ct #nd Applic#tion P#$e: %%7(%./* "i$ure 7+, :A. Eo! strongly or !ea+ly a consumer is committed to a specific attitude relates to the level of involvement they have !ith the attitude object. 1escribe the strength of commitment involved in each of the follo!ing and give an e)ample* / compliance / identification / internali3ation Answer: (a) Compliance* At the lo!est level of involvement is compliance, an attitude formed because it helps in gaining re!ards or avoiding punishment from others. #his attitude is very superficial. <t is li+ely to change !hen the personKs behavior is no longer monitored by others or !hen another option becomes available. (9)ample* A person may drin+ $epsi because this brand is sold in the cafeteriaG it is too much trouble to go else!here for a .oca/.ola.) (b) &dentification* A process of identification occurs !hen attitudes are formed in order to be similar to another person or group. Advertising that depicts the social conseFuences of choosing some products over others is relying on the tendency of consumers to imitate the behavior of desirable models. (9)ample* ;election of -ud!eiser beer gains social acceptance at the nearby pub.) (c) &nternali'ation* At a high level of involvement, deep/seated attitudes are internali3ed and become part of the personKs value system. #hese attitudes are very hard to change. (9)ample* Bany consumers reacted Fuite negatively !hen the company attempted to s!itch to the 4e! .o+e formula. #his allegiance to .o+e !as obviously more than a minor preference for these peopleG the brand had become intert!ined !ith their social identities, ta+ing on patriotic and nostalgic properties.) Di icult!: (H) "#ct #nd Applic#tion P#$e: %.,(%.% :1. hy should mar+eters be a!are of consumersK cognitive consistency and dissonance" Eo! can dissonance be reduced" Answer: According to the principle of cognitive consistenc , consumers value harmony among their thoughts, feelings, and behaviors, and they are motivated to maintain uniformity among these elements. <f necessary, consumers !ill change their thoughts, feelings, or behaviors to ma+e them consistent !ith their other e)periences. Cognitive dissonance theor is one of the most influential approaches to attitudes based upon the consistency principle. #he theory focuses on situations !here t!o cognitive

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elements are inconsistent, creating a feeling of discomfort that the consumer is motivated to reduce by ma+ing things fit !ith one another. 1issonance can be reduced by eliminating, adding, or changing elements. #he pressure to reduce dissonance is more li+ely to be observed in high/involvement situations !here the elements are important to the individual. An application of dissonance theory is that evaluations of a product tend to become more positive after the product has been purchased. .onsumers find even more reasons to li+e something after it becomes theirs. An implication of this phenomenon is that consumers actively see+ support for their purchase decisionsG mar+eters should supply them !ith additional reinforcement to build positive brand attitudes. Di icult!: (M) "#ct #nd Applic#tion P#$e: %.%(%.& :2. -riefly e)plain self/perception theory and relate ho! it might be useful to a sales strategy. Answer: (elf#perception theor provides an alternative e)planation of dissonance effects. <t assumes that people use observations of their o!n behavior to determine !hat their attitudes are, just as !e assume that !e +no! the attitudes of others by !atching !hat they do. #he theory states that !e maintain consistency by inferring that !e must have a positive attitude to!ard an object if !e have bought or consumed it (assuming that !e freely made this choice). ;elf/perception theory is relevant to the lo!/involvement hierarchy. ;elf/perception theory helps to e)plain the effectiveness of a sales strategy called the foot#in#the#door techni)ue. <t is based on the observation that a consumer is more li+ely to comply !ith a reFuest if he or she has first agreed to comply !ith a smaller reFuest (such as a free sample or a test drive). Di icult!: (M) "#ct #nd Applic#tion P#$e: %.&(%.0 :'. ith respect to self/perception theory, compare the Lfoot/in/the/doorL techniFue !ith Ldoor/in/the/faceL techniFue. Answer: #he foot#in#the#door techni)ue is based on the observation that a consumer is more li+ely to comply !ith a reFuest if he or she has first agreed to comply !ith a smaller reFuest (such as a free sample or a test drive). #he opposite is true for the door#in#the#face techniFue. Eere a person is as+ed to do something e)treme (a reFuest is usually refused) and then is as+ed to do something smaller. $eople tend to go along !ith the smaller reFuest. &or e)ample, a young couple are sho!n a N(A,AAA engagement ring, but they settle on a N,,AAA ring. <f the N,,AAA ring had been sho!n first, the couple might have do!ngraded to a N',AAA ring. Di icult!: (E) "#ct #nd Applic#tion P#$e: %.&(%.0

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:(. <dentify the elements of balance theory. 1iscuss possible interaction effects bet!een unit relation and sentiment relation and ho! they can be applied to mar+eting strategy. Answer: #he elements of a triad in balance theory are* /a person and hisIher perception of /an attitude object, and /some other person or object. #hese perceptions can be either positive or negative. #he theory specifies that people desire relations among elements in a triad to be harmonious or balanced. <f they are not, a state of tension !ill result. $eople !ill someho! alter these perceptions in order to ma+e them consistent and restore balance. 9lements can be perceived as belonging together in one of t!o !ays* / 7nit relation in !hich one element is seen as someho! belonging to or being part of another element. / ;entiment relation in !hich t!o elements are lin+ed because one has e)pressed a preference (or disli+e) for the third. Applications to mar+eting strategy* / &orming a perception of a unit relation bet!een consumers and usage of a product to create the opportunity for developing ne! sentiment relations. / .reating a sentiment relation bet!een consumers and products by depicting unit relations bet!een product and celebrity endorsers. Di icult!: (M) "#ct P#$e: %.0(%.7 :,. hy have multi/attribute attitude models become so popular among mar+eting researchers" hat three elements are specified in such models" Answer: A simple response from a consumer does not al!ays give enough information about !hy a consumer feels a certain !ay about a product nor about !hat mar+eters can do to change the consumerKs attitude. #he models assume that a consumerKs attitude or evaluation of an attitude object !ill depend upon the beliefs sIhe has about several attributes of the object. #he use of a multi/attribute model implies that an attitude to!ard a product or brand can be predicted by identifying these specific beliefs and combining them in an appropriate manner to derive a better measure of the consumerKs overall attitude. -asic multi/attribute attitude models specify three elements* / Attributes are characteristics of the attitude object. Bost models assume that

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the relevant characteristics can be identifiedG that is, the researcher can include those attributes that consumers ta+e into account !hen they are evaluating the attitude object. / Beliefs are cognitions about the specific attitude object. A belief measure assesses the e)tent to !hich the consumer perceives that a brand has a particular attribute. / &mportance weights reflect the relative priority of an attribute to the consumer. ;ome attributes are more important than others to the consumer. #hese !eights are li+ely to differ across consumers. Di icult!: (M) "#ct Section: Multi(#ttri'ute Attitude Models :0. -riefly e)plain the &ishbein model. Answer: #he most influential multi/attribute model is the *ishbein model. <t attempted to measure* a) (alient beliefs people have about an Ao (i.e., those beliefs about the object that are considered during the evaluation.) b) +bject#attribute linkages or the probability that a particular object has an important attribute. c) $valuation of each of the important attributes. -y combing these three elements, a consumerKs overall attitude to!ard an object can be computed. #his computation !as eventually modified (see the 9)tended &ishbein model). #he basic formula is* i O attribute j O brand + O consumer, !here < O the importance of !eight given attribute i by consumer k O consumer k,s belief regarding the e)tent to !hich brand j possesses attribute i A O a particular consumerKs (k,s) attitude score for brand j Di icult!: (H) "#ct P#$e: %&/(%&,

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