Exam 6: Consumer Attitude Formation and Change

Tom is looking to lose weight by cutting carbohydrates out of his diet, particularly from regular sodas, but has a negative attitude towards diet. Diet Coke promotes its association with the American Heart Association, which generates goodwill from Tom. What strategy did the company use?

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

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

Which of the following is true of consumer brand beliefs in the context of changing consumer attitudes?

________ 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.

Because expensive and important purchases often require compromise when choosing among alternatives, post-purchase dissonance commonly occurs.

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

Attitudes stemming from ________ are more confidently held, more enduring, and more resistant to competitors' messages than attitudes originating from promotional messages only.

Attitudes can be directly observed.

Marketers can help consumers relieve their dissonance by including messages in their advertising specifically aimed at reinforcing consumers' decisions by complimenting their wisdom, offering stronger guarantees or warranties, increasing the number and effectiveness of its services, or providing detailed brochures on how to use its products correctly.

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

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

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?

PUB MINI CASE: Sean and his friends, most of whom are Irish immigrants or have Irish parents, enjoy drinking at The Celtic Knot, a small New York pub that serves many Irish beers, is decorated with genuine Irish paraphernalia, and holds weekly traditional Irish music sessions. Like many of his friends, Sean enjoys the feeling the pub gives him of connection with his Irish heritage. The pub advertises at community centers and churches in predominantly Irish areas of the city. On its posters, underneath a photo of a group of attractive young people in a cozy corner of the pub drinking and laughing together, is the pub's slogan: "Because being Irish is about more than just St. Paddy's Day." -In the PUB MINI CASE, Sean enjoys the feeling the pub gives him of connection with his Irish heritage. This is the ________ of his attitude toward the pub.

If a student observes that she routinely purchases the Des Moines Register on her way to class, she is apt to conclude that she likes the Des Moines Register. This is an example of how the ________ helps make inferences about one's behavior.

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 or she is the kind of person who makes such charitable donations. This demonstrates the basic premise of the ________.

When consumers give themselves credit for the outcome of a behavior, they are engaging in ________.

John is conducting research on American attitudes toward European car brands, particularly Volkswagen, Volvo, Mercedes, and BMW. The car brands he is researching are ________.

If a consumer segment generally holds a positive attitude toward owning the latest designer jeans and values having the latest and greatest in designer jeans, then that segment's attitude toward new brands of designer jeans are likely to reflect that orientation. This is an example of the ________ of attitude.

Recent research has found that largely cognitive processing, via the ________, has an emotional core.