Exam 6: Consumer Attitude Formation and Change

Highly involved consumers use attribute-based information to evaluate brands, whereas less involved consumers apply simpler decision rules.

Attitudes that develop through ________ tend to be more confidently held, more enduring, and more resistant to attack than those developed via ________.

If an MBA alumnus considers donating to the program, but is concerned about whether he will become part of a select group if he donates, he is trying to seek reinforcement for his initial attributions via ________.

Consumers who have a high need for cognition are likely to ________.

Matthew recently purchased a new laptop for $1,500. He subsequently saw an advertisement for what appeared to be a similar model being sold for only $1,350. In order to resolve his ________, Matt decided that the cheaper model must not have as many attractive features as the model he purchased.

An extension of the theory-of-reasoned-action model is the ________, which adds the construct of perceived behavioral control, which is a consumer's perception of whether the behavior is or is not within his or her control.

________ 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.

$\text{COFFEE MINI CASE:}$ Linda is a heavy coffee drinker and a friend recommends that she try Sunrise Coffee, a new coffee house in town, because it sells delicious coffee. Linda replies that she really prefers to drink her coffee in the peace and quiet of her own home. One morning, Linda is running late and doesn't have time to make herself a cup of coffee, so she stops by Sunrise and is greeted by a cheerful staff and a great-tasting coffee, all of which put Linda in a good mood. Upon arriving at work, a co-worker comments on her alert, up-beat attitude that morning. Linda replies that it must be the great weather that day, sunshine after a week of solid rain. The following morning, Linda recalls what a pleasant experience she had at Sunrise and decides to go again. -In the COFFEE MINI CASE, Linda's new attitude toward, and repeat patronage of Sunrise Coffee is a function of the ________ of the tricomponent attitude model.

Microsoft wants to measure public attitudes toward the default media-playing software included in its Windows operating system. Which of the following types of multiattribute attitude models would be most appropriate for Microsoft to use?

Attitudes are learned from direct experience with the product, word-of-mouth information acquired from others, or exposure to mass-media advertising, the internet and various forms of direct marketing.

The purchase and consumption of a product are necessary for the formation of attitudes.

According to the attitude-toward-the-ad model, the consumer forms various feelings and judgments as a result of exposure to an ad. If the consumer likes the ad, ________.

________ involve both the beliefs that the consumer attributes to relevant others, such as friends and parents, and the consumer's motivation to comply with the beliefs held by those relevant others.

What is the foot-in-the door technique? Give an example.

The shift from no attitude to an attitude is a result of ________.

When an ad for Green Works from Clorox states the product cleans effectively and is environmentally friendly, unlike competing brands, it is using the utilitarian approach to attitude change.

Responding positively to an intention to buy question with regard to a brand will increase the likelihood of that consumer purchasing the brand.

According to the ________, attitudes consist of three major components: a cognitive component, an effective component, and a conative component.

The Elaboration Likelihood Model proposes that consumers' attitudes are changed by two distinctly different routes to persuasion: ________ routes and ________ routes.

Attitudes can be directly observed.