Exam 7: Attitudes

How might celebrities be utilized according to balance theory?

What type of model is the Fishbein model, and what three components does it measure?

Simi is never quite sure which brand of gum to buy. She tries some, likes some, and rejects some. However, through a process of behavioural learning she does remember those brands that taste good and make her mouth feel fresh. The problem is that she cannot often remember the brands that are not so good and repeats purchasing mistakes. "Oh well," says Simi, "gum buying is not that big of a deal anyway." Which of the following hierarchies would most appropriately describe Simi's situation?

What is cognitive dissonance? Explain how it is relevant in a marketing context.

What alterations have been made to the original Fishbein model and why?

A social pressure element was added to the extended Fishbein model because:

The concept that attempts to explain the relative impact of the three components of an attitude and the sequence of steps occurring en route to the formation of an attitude is called:

High involvement with a product decision is more likely to lead to brand loyalty than low involvement.

The City of Calgary airs an advertisement showing other members of the community recycling their bottles and cans. This is an example of using a(n) ________ to influence attitudes and behaviour.

Cecilia has just purchased a new Jetta for $25 000 and is told that she has received a "super deal." A few days later she is surfing the Internet and comes across the same Jetta for $2000 less from a dealership only 100 miles away. Chances are that she will fairly quickly experience variables put forth by the theory of:

Research has shown that at least three emotional dimensions have been identified in commercials. Two of these emotional dimensions are pleasure and arousal. What is the third emotional dimension?

Define a descriptive norm. Give an example.

Bonnie is a wine connoisseur. She has spent a lot of time studying the various wines, visiting vineyards, and perfecting her palate. Her attitude can be described as being based on:

Why have multi-attribute attitude models become so popular among marketing researchers? What three elements are specified in such models?

What is cognitive dissonance?

Shirley tends to keep her room tidy, a task her mother requests of her. This is a response to what?

Affect refers to the way consumers feel about an attitude object.

An injunctive norm:

The City of Toronto creates a series of radio spots that communicate the social expectation that city residents should compost their organic household waste. This is an example of using a(n) ________ to influence attitudes and behaviour.

A hotel leaves the message: "JOIN YOUR FELLOW GUESTS IN HELPING TO SAVE THE ENVIRONMENT" in the bathrooms of their guest rooms. This is an example of using a(n):