Exam 7: Attitudes

Molson's Ale depicts one male getting turned down for a date because an attractive female notices that he drinks a brand that is NOT Molson. Shortly after, she accepts a date from a male drinking Molson beer. Molson is trying to get consumers to:

List some of the types of feelings that can be generated in commercials.

Acme Company knows its product has little brand loyalty, and customers don't have a strong preference for its product or the competitor's. To develop a positive attitude in the market, Acme should concentrate first on the ________ their product.

Describe the ABC model of attitudes.

A research firm was using Fishbein's model to measure attitudes, but found that the predictions of the model were insufficient to explain the behaviour of its client's customers. The firm decided to try the extended Fishbein model; what did they need to add to their original research?

A person may eat Snickers candy bars because this is the brand that all his friends eat and he doesn't want to upset his friends. This would be an example of which kind of attitude involvement, based on degree of commitment?

A cola drink is preferred by a segment of cola drinkers, but the same segment almost always picks another cola brand in blind taste tests. The attitude formation for this product reflects the value-expressive function more than the utilitarian function.

Sarah sees an ad for a popular deodorant. In the ad, a young girl is embarrassed on prom night because of a perspiration stain on her pink prom dress. The punch line of the ad says, "Is yours strong enough when you really need it?" Sarah thinks about the brand she uses, an upcoming date with a new guy, and decides to switch to the advertised brand. Which of the following attitude functions most closely matches the decision made by Sarah?

Which of the following statements displace the attempt to form an attitude through instrumental conditioning?

Despite improvements to the Fishbein model there still exist obstacles to predicting behaviour using this model. Which of the following is one of those obstacles?

Harmonious feelings among your thoughts, feelings, and behaviours is the underlying principle of:

When the marketer communicates information about what others believe the consumer should do, a(n) ________ is being communicated.

Both the Fishbein model and the extended Fishbein model attempt to measure the influence of attitudes. What was the flaw in the original model and what was added in the extended model to correct this flaw?

According to the balance theory of attitudes, when two elements are linked because someone has expressed a preference, either positive or negative, for the third, a(n) ________ exists.

Which of the following statements about balance theory is correct?

One way we maintain cognitive consistency is by inferring that we must have liked a product (have a positive attitude) because we bought it. This is a key feature of which theory?

The ________ implies that a consumer's attitude toward a product can be predicted by identifying the specific beliefs held about the several product attributes and combining them into one overall measure of the consumer's attitude.

When the marketer communicates information about what people commonly do, a(n) ________ is being communicated.

Are cognition and affect two separate elements of attitudes? Affective responses do not always require prior cognitions according to the position taken by the:

The base premise of the Fishbein model is that a consumer's overall attitude about a brand is determined by a weighted average calculation of the importance of each of their ________ for each product attribute.