Chapter 8: Consumer Attitude Formation and ChangeMultiple Choice Questions: 1. Whenever we are asked whether we like or dislike a product, a service, a particular retailer, a specific direct marketer, or an advertising theme, we are being asked to express our _____. a. intention to buy b. attitudes c. perceptions d. cognitions e. experience (b; Application, Easy, p. 236) 2. _____ is frequently undertaken to determine whether consumers will accept a proposed new-product, idea, to gauge why a firm’s target audience has not reacted more favorably to its new promotional theme, or to learn how target consumers are likely to react to a proposed change in the firm’s packaging design. a. Attribution b. Cognitive dissonance c. Direct experience d. Situational influence e. Attitude research (e; Application, Easy, p. 236) 3. In a consumer behavior context, _____ are learned predispositions to behave in a consistently favorable or unfavorable way with respect to a given object. a. attitudes b. beliefs c. values d. feelings e. intentions (a; Fact, Easy, p. 238) 4. John is conducting research on American attitudes to cars imported from Europe, particularly Volkswagen, Volvo, Mercedes, and BMW. This research is said to be _____. a. experientially directive b. attitude-changing c. object specific d. attributional e. cognitive (c; Application, Moderate, p. 238) 154 5. Attitudes might propel consumers toward a particular behavior or repel them away from a particular behavior, therefore attitudes have a _____ quality. a. behavioral b. motivational c. threatening d. driving e. defensive (b; Understanding, Challenging, p. 238) 6. While consumer attitudes are relatively consistent with the behavior they reflect, _____ can result in inconsistency between attitudes and behavior. a. subjective norms b. attitude-change strategies c. internal attribution d. situational influences e. niche marketing (d; Understanding, Moderate, p. 239) 7. _____ refers to events or circumstances, at a particular point in time, that influence the relationship between attitude and behavior. a. Situation b. Intention c. Investment d. Attitude e. Experience (a; Fact, Easy, p. 239) 8. According to the _____, attitudes consist of three major components: a cognitive component, an effective component, and a conative component. a. dual mediation model b. tricomponent attitude model c. self-perception theory d. multiattribute attitude model e. functional approach (b; Fact, Moderate, p. 241) 9. _____ include the knowledge and perceptions that are acquired by a combination of direct experience with the attitude object and related information from varied sources. a. Affectations b. Emotions c. Cognitions d. Objectives e. Conations (c; Understanding, Easy, p. 242) 155 a. 244) 156 . a. Dual mediation models d. Moderate. Fact. Functional models c. Perspective e. p. p. _____ asses the likelihood of a consumer purchasing a product or behaving in a certain way. attitude toward the object e. 244) 14. level of familiarity c. Fact. a. conative b. p. Affectation c. Challenging. 244) 13. Self-perception theory (b. objective c. Easy. Multiattribute attitude models b. Fact. 242) 11. a. p. ego-defensive function (c. The _____ component of the tricomponent attitude model includes a consumer’s emotions or feelings about a particular product or brand. a. Challenging. p. Situation d. Fact. Cognition b. attitude b. intention to buy d. Emotionally charged states e. Buyer intention scales c. affective e. cognitive d. Conation (e. _____ is concerned with the likelihood or tendency than an individual will undertake a specific action or behave in a particular way with regard to the attitude object. situational (d. Tricomponent attitude models (a. the conative component of the tricomponent attitude model is frequently treated as an expression of the consumer’s _____. 243-244) 12. Cognitive dissonance theory b.10. Easy. Application. _____ portray consumers’ attitudes with regard to an attitude object as a function of consumers’ perceptions and assessment of the key attributes or beliefs of that object. In marketing and consumer research. Attitude-change strategies d. Cognitive dissonance theories e. Which of the following types of multiattribute attitude models would be most appropriate for Microsoft to use? a. Fact. attitude-toward-the-ad model (d. Challenging. attitude-toward-object model d. Moderate. Fact. attitude-toward-object model d. multiattribute attitude models (e. trying-to-consume model c. 244) 18. attitude-toward-object model d. and theory-of-reasoned-action models are examples of _____. attitude-toward-behavior model e. attitude-toward-behavior model e. communication messages the consumer receives c. p. tricomponent attitude models b. This attitude would be captured by which of the following multiattribute attitude models? a. According to the attitude-toward -object model. attitude-change strategies d. the presence or absence of certain product-specific beliefs or attitudes d. p. a. the consumer’s attitude toward a product is a function of _____. Application. a. Attitude-toward-object.15. attitude-toward-behavior model e. Application. 245) 19. self-perception theories e. Jake feels that shopping in thrift shops shows a lack of class and sophistication. p. trying-to-consume model c. p. buyer intention scales c. a. theory-of-reasoned-action model b. 244) 17. 244) 16. theory-of-reasoned-action model b. price b. According to the _____. to understand consumers’ intentions we also need to measure the subjective norms that influence an individual’s intention to act. the consumer’s intention to behave in a certain way e. Challenging. Fact. p. theory-of-reasoned-action model b. attitude-toward-the-ad model (c. Moderate. consumers’ subjective norms (c. Easy. attitude-toward-behavior. attitude-toward-the-ad model (a. 246) 157 . Microsoft wants to measure public attitudes toward the default media-playing software included in its Windows operating system. trying-to-consume model c. p. p. p. he is more likely to buy the product b. vicarious learning b. Fact. Easy. personal. self defense (c. 246-247) 22. theory-of-reasoned-action model b. Moderate. and the consumer’s motivation to comply with the beliefs held by those relevant others. According to the attitude toward the ad. Understanding. External attributions e. economic. 247) 23. Challenging. 246) 21. In the theory of trying to consume. _____ involve both the beliefs that the consumer attributes to relevant others. Fact.20. a. economic e. a. physical. 251) 158 . Moderate. trying-to-consume model c. whether or not they are successful. attitude-toward-object model d. The _____ is designed to account for cases in which the action or outcome is desired but not certain. social. Foot-in-the-door techniques (b. attitude-toward-behavior model e. social b. If the consumer likes the ad. environmental d. the consumer forms various feelings and judgments as a result of exposure to an ad. The primary means by which attitudes toward goods and services are formed is through _____. environment c. he is less likely to buy the product c. he is more likely to attribute satisfaction with the product internally (a. Fact. a. Easy. Subjective norms c. environmental c. p. personal. genetic predisposition e. environmental (b. he is less likely to encounter environmental impediments to consumption d. attitude-toward-the-ad model (b. a. Understanding. Direct experiences d. such as friends and parents. _____. his like or dislike has no relevance to their likelihood of purchasing the product e. a. direct experience d. p. Niche markets b. and reflects the consumer’s attempts to consume. the consumer’s attempts to consume may be a result of _____ or _____ impediments that prevent the desired action or outcome. 247) 24. attitude research b. Internet advertising is too cluttered e. 251) 28. Fact. 251) 27. Consumers who have a high need for cognition are likely to _____. external attribution c. more enduring. form a positive attitude in response to ads or direct mail that are rich in productrelated information c. niche marketing (a. p. direct marketing. direct marketing is more likely to result in external attribution of positive experiences with the product to the product itself (c. subjective norms b. direct experience. value expression d. feel neutral toward ads that are rich in product-related information (b. Application. the products and services offered are highly targeted to the individuals’ needs and concerns d. Moderate. Niche marketing is also sometimes called _____. 251) 29. knowledge function d. indirect experience b. Easy. direct marketing is favorably looked upon b. a. 251) 26. attribution c. p. indirect experience c. form negative attitudes towards ads that are rich in product information d. Marketers that offer coupons and free samples of new products to entice consumers to try them understand the importance of _____ in attitude formation. ego defense d. a. internal attribution. Moderate. p. a. form positive attitudes in response to ads that feature an attractive model or a celebrity b. feel neutral towards ads that feature attractive models or product information e. a. 252) 159 . Attitudes that develop through _____ tend to be more confidently held. p. and more resistant to attack than those developed via _____. a. emotions e. Moderate. utilitarian function. cognition. Moderate. micromarketing e. dual mediation (d. Direct marketing efforts have an excellent chance of favorably influencing target consumer’s attitudes because _____. direct experience (e. attribution e. p. Understanding. the mass scale of direct marketing makes it a dominant player c. Understanding.25. Understanding. Ben has a positive attitude toward Nova Hiking Gear because a pair of Nova hiking boots he owns have proven to be very durable and to provide good support during long hikes.” Iron Band Deodorant is trying attract customers by emphasizing the brand’s _____. value-expressive function d. utilitarian d. knowledge c. Application. ego-defensive function b. small start-up business d. value-expressive function d. the industry leader b. Ben has formed this attitude based on the boots’ _____. intention function (b. major competitor of the leader c. Challenging. utilitarian function c. a company with significant consumer goodwill (b. intention function (a. ego-defensive b. a large firm in a small industry e. Which of the following types of companies is most likely to go after an attitude change market strategy? a. ego-defensive function b. With its slogan “Because self-confidence is priceless. knowledge function e. intention (a. a. value-expressive e. Moderate. Application. a. p.30. utilitarian function c. Application. 253) 160 . p. Moderate. 253) 31. p. 253) 32. 253) 33. Application. Moderate. This is consistent with which basic motivational functions? a. p. One of the strategies for changing consumer attitudes is changing the basic motivational function using four different functions. knowledge function e. Ads for cosmetics and personal care products acknowledge the fact that people want to protect their self-images from inner feelings of doubt. a. Application. event or cause c. a. Easy. p. Understanding. changing consumers’ subjective norms (a. changing the basic motivational function d. event or cause c. changing the basic motivational function d. associating the product with a special group. ego-defensive b. Moderate. value-expressive e. a. 256) 37. knowledge function e. p. If Tom is looking to lose weight by cutting carbohydrates out of his diet. Marketers that attempt to satisfy consumers’ need to know and emphasizing the advantages of their products over competitive brands are relying on the _____ in their advertising to improve consumers’ attitudes toward their brand. particularly from regular sodas.5 percent of its pretax profits to a variety of causes and giving small grants to community groups in Vermont. utilitarian function c. An example of the _____ function is for Crest to point out how its new toothbrush is superior to all other toothbrushes in controlling gum disease by removing more plaque.34. changing consumer attribution patterns (b. Moderate. value-expressive function d. ego-defensive function b. intention (b. utilitarian d. changing the relative evaluation of attributes b. 255) 35. One of the strategies for changing consumer attitudes is changing the basic motivational function using four different functions. Moderate. but has a negative attitude towards diet sodas and does not drink them because he believes they do not taste like regular. Ben & Jerry’s is well recognized for giving 7. 255) 36. Application. resolving two conflicting attitudes b. knowledge c. changing consumer beliefs about competitor brands e. They are trying to change consumer attitudes through _____. associating the product with a special group. changing consumer beliefs about competitor brands e. what strategy can a company use to ensure Tom that their diet tastes just like regular? a. p. p. intention function (d. 259) 161 . Application. 38. informs consumers that it has added an attribute. Application. changing the overall brand rating e. which strategy is it using? a. changing brand beliefs c. Moderate. changing consumers’ subjective norms (b.” it is altering a component of the multiattribute model to change attitudes. Application. 262-263) 42. changes the overall rating of a brand. it is using the following attitude change strategy: a. changing the overall brand rating e. changing the overall brand rating e. p. p. changes the relative evaluation of attributes. changing the relative evaluation of attributes b. Application. changing brand beliefs c. changing consumers’ subjective norms (d. b. changing the relative evaluation of attributes b. 261) 41. which strategy of attitude change are they following? a. p. changes brand beliefs. changing brand beliefs c. e. 263) 162 . Application. changing the overall brand rating e. p. Moderate. adding an attribute d. d. When HP challenges the notion that computers do not have to be difficult to use by stating that their product “is as simple as duh. changing beliefs about competitor brands d. p. Application. “The largest selling brand” and “the one all others try to imitate” are claims used by companies trying to change attitudes by using the following strategy: a. c. changing the relative evaluation of attributes b. changing brand beliefs c. 259) 40. adding an attribute d. Moderate. When marketers try to persuade regular tea drinkers to “cross over” to becoming herbal tea drinkers. changing consumers’ subjective norms (c. If Yoplait decides to point out that their yogurt has more potassium than a banana. changing consumers’ subjective norms (c. Moderate. 259) 39. Moderate. When Advil makes a dramatic assertion that it has product superiority over Tylenol by claiming it lasts longer and is gentler. adding an attribute d. the company must utilize a strategy that _____ a. alleviates consumers’ cognitive dissonance (a. changing the relative evaluation of attributes b. peripheral route d. When consumers are willing to exert the effort to comprehend. The _____ acknowledges the possibility that the central rout to persuasion can be influenced by a peripheral cue. trying-to-consume model d. learning and attitude change occur via the _____. attribution theory d. Fact. attitude research (b. functional approach e. Challenging. multiattribute attitude model b. 264) 163 . celebrity endorsement c. cognitive dissonance theory c. a. Fact. main. p. According to _____. indirect (c. secondary c.43. Moderate. rational.. The Elaboration Likelihood Model proposes that consumers’ attitudes are changed by two distinctly different routes to persuasion: ______ routes and ______ routes. Fact. discomfort occurs when a consumer holds conflicting thoughts about a belief or an attitude object. logical b. self-perception theory e. dual mediation model (e. tricomponent attitude model c. Fact. p. learn. p. a. dual mediation model (a. central. or evaluate the available information about the attitude object. central. attitude-change strategies b. Moderate. peripheral d. a. central route b. Moderate. 263) 44. a. 263) 46. functional approach e. p. direct. emotional e. 263) 45. He subsequently saw an advertisement for what appeared to be a similar model being sold for only $1. Fact. subjective norm d. Fact. Fact. seek out advertisements that support their choice. Moderate. Easy. Attribution theory d. p. In order to reduce _____.47. 264) 49. subjective norms e. defensive attribution d. p. Cognitive dissonance theory c. consumers can rationalize their purchase decision as being wise. 264) 48. emotionally charged states c. Self-perception theory b. or look to known satisfied owners for reassurance. try to “sell” friends on the positive features of the brand. Buyer intention theory e. Self-perception theory b. a. Attitude theory (a. Attitude theory (c.500. postpurchase dissonance b. p. _____ suggests that attitudes develop as consumers look at and make judgments about their own behavior. attitude formation (a. attitude formation c. a. Matthew recently purchased a new laptop for $1. p. 264) 50. Moderate. indirect experience b. Application. postpurchase dissonance e. In order to resolve his _____. Attribution theory d. Buyer intention theory e. a. Challenging. a. 265) 164 . situational influence (d. Cognitive dissonance theory c.350. _____ attempts to explain how people assign blame or credit to events on the basis of either their own behavior or the behavior of others. Matt decided that the cheaper model must not have as many attractive features as the model he purchased. attribution theory c. This demonstrates the basic premise of the _____. a. 265) 52. defensive attribution e. a. If a student observes that she routinely purchases the Des Moines Register on her way to class. When a consumers give themselves credit for the outcome of a behavior. Fact. consumers are likely to accept credit personally for success and to attribute failure to others or to outside events. external attribution (d. door-in-the-face technique b. they are engaging in _____. subjective attribution b. p. This is an example of how the _____ helps make inferences about one’s behavior. foot-in-the-door technique d. self-perception theory d. Easy. consensus technique c. she is apt to conclude that she like the Des Moines Register. Easy. subjective attribution b. internal attribution c. objective attribution d. Challenging. p. Fact. defensive attribution e. formation theory (c.51. Elaboration Likelihood Model b. external attribution (b. According to the principle of _____. 265) 54. dual mediation technique (c. 265) 53. attribution technique e. a. defensive attributions theory e. Someone who donates $10 to Amnesty International might be persuaded to donate a much larger amount when properly approached because that person may decide that he ors she is the kind of person who makes such charitable donations. Application. internal attribution c. p. a. 266) 165 . objective attribution d. Application. p. Challenging. 56. self-defense (d. adding an attribute d. consensus e. changing the overall brand rating e. In the CAR MINI CASE. Carl finds himself to be much more enthusiastic about his wife’s station wagon suggestion. Challenging. Understanding. changing brand beliefs c. trying-to-consume model c. Application. but later begins thinking that he probably should have purchased a Volvo for its reputation of greater safety. p. Subaru’s method for changing Carl’s attitude constitutes _____? a. changing the relative evaluation of attributes b. In the CAR MINI CASE. He purchases a Subaru. distinctiveness b. Challenging.55. attitude-toward-ad model (a. a. 267) Multiple Choice Mini Cases: CAR MINI CASE: Carl is looking to buy a new car because he needs more space for driving his kids to and from their after-school activities and for transporting all their gear. Application. p. His wife has suggested that the family buy a station wagon. The voice-over discusses the physical attributes of the car and the demographics of its owners. After seeing a Subaru ad portraying its station wagon as a trendy automotive option for exciting young people looking for more cargo room than a sedan and better fuel-efficiency than an SUV. Carl’s initial attitude toward station wagons is best described why which of the following multiattribute attitude models? a. consistency over modality d. Challenging. attitude-toward-object model e. attitude-toward-behavior model b. changing consumers’ subjective norms (b. 245) 57. One of the criterions used by consumers to confirm their initial attributions about objects is _____. theory-of-reasoned-action model d. consistency over time c. which means that the reaction (the prior inference) is perceived in the same way by other consumers. but Carl has a negative attitude toward driving station wagons because he feels that they are “Mom-mobiles” that consign their drivers to a life of carpools and PTA meetings. p. He then sees an ad for Subaru with a beautiful outdoor setting and attractive young people using a Subaru station wagon. 259) 166 . p. Upon arriving at work. Linda replies that she really prefers to drink her coffee in the peace and quiet of her own home. p. Carl’s reconsideration of brand choice after he buys a Subaru constitutes _____. 60. Subaru’s advertising most closely adheres to the _____. Challenging. trying-to-consume model c. In the COFFEE MINI CASE. Application. One morning.58. so she stops by Sunrise and is greeted by a cheerful staff and a great-tasting coffee. Application. Challenging. Linda is running late and doesn’t have time to make herself a cup of coffee. buyer intention model (c. Moderate. 245) 167 . attitude-toward-consumer model e. dual mediation model d. Linda’s initial resistance to the idea of trying Sunrise Coffee arises from which of the following multiattribute attitude models? a. sunshine after a week of solid rain. In the CAR MINI CASE. The following morning. Challenging. attitude-toward-the-ad model (c. a. p. attitude-toward-object model d. attitude-toward-consumer model e. a new coffee house in town. attitude-toward-the-ad model (a. a. attitude-toward-behavior model b. 264) COFFEE MINI CASE: Linda is a heavy coffee drinker and a friend recommends that she try the delicious coffee at Sunrise Coffee. a co-worker comments on her alert. attitude-toward-behavior model b. Linda recalls what a pleasant experience she had at Sunshine and decides to go again. elaboration likelihood model b. Application. p. all of which put Linda in a good mood. In the COFFEE MINI CASE. postpurchase dissonance (e. trying-to-consume model c. 263) 59. In the CAR MINI CASE. indirect experience d. trying-to-consume model c. buying intention b. Application. attitude-toward-the-ad model e. Linda’s friend has a positive attitude toward Sunrise coffee as a result of which of the following multiattribute attitude models? a. 244) 61. up-beat attitude that morning. defensive attribution e. niche marketing c. attitude-toward-object model d. Linda replies that it must be the great weather that day. a. a small New York pub that serves many Irish beers. This is an example of _____. Paddy’s Day. defensive attribution e. niche marketing d. and holds weekly tradition Irish music sessions . a. consistency over modality c. Application. distinctiveness d. conative component (b. 242) PUB MINI CASE: Sean and his friends. attitude formation (c. a. consistency over time e. In the COFFEE MINI CASE. is the pub’s slogan: “Because being Irish is about more than just St. Lance’s positive attitude toward Celtic Knot is reinforced by its _____. utilitarian attribution c.62. Application. a. In the PUB MINI CASE. 251) 168 . consensus among his friends b. attitude research b. defensive component d. p. external attribution c. underneath a photo of a group of attractive young people in a cozy corner of the pub drinking and laughing together. utility component b. 267) 65. conative attribution d. external attribution e. enjoy drinking at The Celtic Knot. Linda attributes her upbeat attitude and alertness to the change in the weather.” 64. consistency of intention (a. Like many of his friends. 265) 63. and repeat patronage of Sunshine Coffee is a function of the _____ component of the tricomponent attitude model. Application. Moderate. by targeting such a specific market. Challenging. Linda’s new attitude toward. In the COFFEE MINI CASE. On its posters. The pub advertises at community centers and churches in predominantly Irish areas of the city. Challenging. cognitive component e. internal attribution b. p. p. Challenging. most of whom are Irish immigrants or have Irish parents. affective component c. defensive attribution (d. is decorated with genuine Irish paraphernalia. Application. In the PUB MINI CASE. The Celtic Knot is engaging in _____. p. Sean enjoys the feeling the shop gives him of connection with his Irish heritage. (True. (False. 253) 67. the peripheral route to persuasion b. by targeting people with strong attachments to their Irish heritage. (False. Understanding. p. 263) True/False Questions: 68. Moderate. post purchase dissonance c. p. Application. ego-defensive (b. knowledge d. defensive attribution d. (True. Challenging. Fact. direct experience e. 238) 70. The Celtic Knot is taking advantage of the _____ function of their target market’s attitudes. attitudes are also directly observable. Application. Understanding. Emotionally charged states can enhance or amplify positive or negative experiences and impact later recollections of such experiences and future behavior. Challenging. the internet and various forms of direct marketing. 242) 169 . Moderate. p. 238) 71. Challenging. the central route to persuasion (e. Easy. The affective component of the tricomponent attitude model is treated by consumer researchers as capturing an individual’s direct or global assessment of the attitude object. p. (True. a. Understanding. Attitudes are relatively consistent with the behavior they reflect and are permanent. p. utilitarian b. Understanding. Attitudes are synonymous with behavior. In addition to being inferable from what people say or what they do. word-of-mouth information acquired from others. (False. Challenging. p. attribution e. a. or exposure to mass-media advertising. 242) 73. Understanding.66. p. The Celtic Knot’s advertising posters try to generate attitudes toward the pub based on _____. value-expressive c. In the PUB MINI CASE. In the PUB MINI CASE. p. 238) 72. Attitudes are learned from direct experience with the product. 238) 69. Moderate. p. In marketing and consumer research. Understanding. p. Consumers generally have favorable attitudes toward those brands that they believe have an adequate level of attributes that they evaluate as positive. (False. Easy. (True. p. 248) 80. (True. The purchase and consumption of a product are necessary for the formation of attitudes. p. 243-244) 75. Moderate. Moderate. Easy. Moderate. (False. Challenging. Fact. (False. 244) 77. 251) 170 . (False. The formation of attitudes is most strongly influenced by family. (False. Understanding. 247) 79. 244) 76. p. Fact. Fact. 249) 81. Direct-marketing efforts have an excellent chance of favorably influencing target consumers’ attitudes because the products and services offered and the promotional messages conveyed are very carefully designed to address the individual segments’ needs and concerns. the more likely they are to form attitudes about it. (True. the conative component of the tricomponent attitude model is frequently treated as an expression of the consumer’s intention to buy. 249) 82. either positive or negative. (True. Understanding.74. p. In general. they are more likely to buy the product. Fact. (False. and they have unfavorable attitudes toward those brands they feel do not have an adequate level of desired attributes or have too many negative or undesired attributes. Responding positively to an intention to buy question with regard to a brand will increase the likelihood of that consumer purchasing the brand. p. 249) 83. Understanding. the more information consumers have about a product or service. 245) 78. Understanding. Consumers’ attitudes toward a particular brand’s advertising are independent of their beliefs about the brand and do not influence their attitudes toward the brand itself. The appeal of the attitude-toward-behavior model is that it allows researchers to understand consumers’ subjective norms and the factors that form them. p. p. If consumers like the ad they see. (True. Emotional appeals most effectively influence attitude formation in consumers who have product experience. Understanding. Moderate. Challenging. Understanding. 251) 84. Easy. Challenging. p. Easy. p. Jill was recently complemented on her piano playing skills. but attitudes toward the company’s products can only be altered through the products themselves. or providing detailed brochures on how to use its products correctly. 260) 90. Challenging. Application. Fact. increasing the number and effectiveness of its services. Individuals who try a brand without any inducements or individuals who buy a brand repeatedly are more likely to consider that they buy the brand because they like it. Moderate. (False. Easy. Moderate. Challenging. When cognitive dissonance occurs after the purchase it is called postpurchase dissonance. (False. Understanding. (True. 255) 87. p. p. the overriding marketing goal is to fortify the existing positive attitudes of consumers so that they will not succumb to competitors’ special offers and other inducements designed to with them over. p. Attitudes are an expression or reflection of the consumer’s general values. p. For market leaders that enjoy a significant amount of consumer goodwill and loyalty. (True. (True. p. 257) 89. Understanding.85. Application. 264) 91. p. Moderate. p. offering stronger guarantees or warranties. (True. (True. 264) 171 . Moderate. 265) 92. (True. Understanding. This is an example of defensive attribution. Understanding. p. 253) 86. 253) 88. The knowledge function of the functional approach to attitude change relies on the fact that most people want to protect their self-images from inner feelings of doubt. lifestyle. She attributed her skill to the quality and skill of her instructor. rather than because it was free or on sale. Fact. Moderate. Marketers can help consumers relieve their dissonance by including messages in their advertising specifically aimed at reinforcing consumers’ decisions by complimenting their wisdom. Easy. and outlook. (False. Attitudes toward companies can be altered by communicating the civic and public acts that the companies sponsor and letting the public know about the good they are trying to do. Consumers frequently resist evidence that challenges a strongly held attitude or belief and tend to interpret any ambiguous information in ways that reinforce their preexisting attitudes. 266) 93. p. Understanding. It is concerned with the likelihood or tendency that an individual will undertake a specific action or behave in a particular way with regard to the attitude object. Moderate. 241-244) 172 . Fact. the affective component. Bob attributes his success with the presentation to his skill at using PowerPoint. Application. Discuss the three components of the tricomponent attitude model. (True. is the consumer’s emotions or feelings about a product or brand. The professor was particularly impressed with the clarity of Bob’s viewgraphs. Fact. (False. Moderate. p. Moderate. (Fact. p. These emotions capture the consumer’s global assessment of the attitude object. p. The second component. If new product users internalize positive experiences with the product. p. The third component is the conative component. 267) 97. 265) 95. Answer: The first component of the model is the cognitive component—the knowledge and perceptions that are acquired through direct experience with the attitude object. (True. p. Challenging.94. This knowledge takes the form of beliefs about the attitude object. (True. it is more likely that they ill repeat the behavior and become a satisfied regular user. One of the criterion used to confirm (or disconfirm) prior attitudes is by testing whether the attitude is consistent over time. 265) 96. This is an example of external attribution. 267) Essay Questions: 98. Easy. Bob used PowerPoint to give a presentation to his Consumer Behavior class. Based on the criterion of distinctiveness. the consumer typically attributes an actin to a particular product or person if the action occurs when the product or person is present and does not occur in its absence. Understanding. Answer: The theory of trying to consume is designed to account for the many cases in which the action or the outcome is not certain but instead reflects the consumer’s attempts to consume. Tom may have a positive attitude toward BMWs but a negative attitude toward the act of purchasing one. (Application. p. Moderate. Tom’s attitude about the act of purchasing a BMW reveals more about the potential act of purchasing than does simply knowing his attitude toward BMWs. Talk about this model. 246-247) 101. One of the multiattribute models is the attitude-toward-behavior model. These feelings and judgments turn into beliefs about the brand that influences attitudes toward the brand. Easy. 247-248) 173 . Answer: The model used to measure consumer attitudes towards ads is the attitude toward the ad model. Moderate. 245) 100. (Understanding. Explain the model and give an example. Here the student can give an example of how a personal or environmental impediment deterred her from the act of consumption. (Application. To help marketers understand the impact of advertising on consumer attitudes. p. For example. p. What is the theory of trying to consume? Give an example from your own experience.99. Answer: This model tells about the individual’s attitude toward behaving or acting with respect to an object rather than the attitude toward the object itself. they use a certain model to help measure attitudes. Consumers form various feelings and judgments as the result of an exposure to an ad. altering components of the multiattribute model e. Answer: For marketers who are fortunate enough to be market leaders and to enjoy a significant amount of customer goodwill and loyalty. Another major influencer is family and friends and admired individuals. the overriding goal is to fortify the existing positive attitudes of customers so that they will not succumb to competitors’ special offers and other inducements designed to win them over. Challenging. The family provides us with our basic values and beliefs that we refer to as adults. p. The third influencer is highly focused direct marketing. The final influence on consumer attitudes is mass media. Most competitors take aim at the market leaders when developing their marketing strategies. products and opinions which provide an important source of information that influences consumer attitudes. 251) 103. p. Among the attitude-change strategies that are available to them are: a. associating the product with an admired group or event c. resolving two conflicting attitudes d. TV. (Fact. Their objective is to change the attitudes of the market leaders’ customers and win them over. changing consumer beliefs about competitors’ brands (Understanding. changing the consumers’ basic motivational function b. magazines. What are the four main influencers of attitudes? Answer: The primary influencer of consumer attitudes is the consumer’s direct experience while trying and evaluating products. Challenging. newspapers and radio expose people to new ideas. These programs target smaller consumer niches with carefully personalized offerings and messages that understand their specific needs and desires. 253) 174 .102. Differentiate between the marketing objectives of market leaders versus those of competitors and identify five strategies that competitors can pursue to accomplish their objective. 254-255) 105. The consumer’s need to know is a cognitive need. over the other version by bringing out the new features and benefits of that product choice. in this case. (Fact. (Application. How is it possible for marketers to persuade regular cola drinkers to become diet cola drinkers? Answer: Marketers can try to change the relative evaluation of attributes. Moderate. Moderate. so marketers need to focus on how they position the product in an attempt to satisfy that need to know and improve the consumer’s attitude toward the brand. How can marketers utilize the knowledge function to influence the basic motivational function? Answer: Individuals have a strong need to know and understand the people and things they encounter. Usually consumers make purchase decisions and then feel that other brands could have satisfied their needs better. Cognitive dissonance can happen before or after the purchase. 259) 106. the diet cola. it is known as postpurchase dissonance. Marketers need to point out how their product is superior to other products and point out the attributes in comparison with other brands. p. 264) 175 . What is cognitive dissonance and when does it happen? Answer: Cognitive dissonance is discomfort that occurs when a consumer holds conflicting thoughts about a belief or an attitude object. or prefer the one version of the product.104. When it happens after the purchase takes place. p. marketers should take the opportunity to persuade consumers to cross over. taste and calorie differences. (Application. Challenging. When a product category is divided according to distinct product features or benefits. p. Moderate.107. 266) 176 . Answer: Theorists believe that the foot in the door technique occurs in situations in which consumer compliance with a minor request affects subsequent compliance with a more substantial request. An example would be someone who donates five dollars to cancer research might be persuaded to donate a much larger amount when properly approached. What is the foot in the door technique? Give an example. p. This strategy is based on the premise that individuals look at their prior behavior and conclude that they are the kind of person who says yes to such requests. (Fact.