Exam 7: Attitudes

Describe the three elements most multi-attribute models specify.

If Lana wears red, flashy dresses because it says something about her lifestyle, then Lana is exhibiting the ego-defensive function of attitudes.

Marketing managers often reject the concept of low involvement by consumers in processing product or brand information because:

How strongly consumers hold an attitude toward an object is usually related to:

A marketing message is a special type of an attitude object.

Bethany has done a lot of research into which brand of dishwasher to purchase. After weighing the various pros and cons of the brands, she makes her choice. What type of involvement has Bethany displayed and what effect is it likely to have on her relationship with the dishwasher?

Define an injunctive norm. Give a short example.

The extended Fishbein multi-attribute model recognizes a distinction between behavioural intentions and actual behaviour. This is important because:

All consumers commit to an attitude similarly, once the commitment is made.

A well-known actor is used in an ad to create a positive sentiment for a newly-launched innovative moisturizing cream. This is an example of the marketing application of which theory?

What does Katz mean by the "utilitarian function"?

Coca-Cola's campaign "open happiness" is attempting to utilize ________ by using smiling people drinking the product, and even having the brand name form a smile within the advertisement.

Sally considered herself to be relatively liberal in her political and social views. Her best friend introduced her to an environmental activist group. At the first meeting she attended, Sally agreed with everything that was presented and decided to join at the second meeting. At the second meeting, however, a group member presented an argument that Sally thought was "extreme." Sally later told her friend that she could never join this group because their ideas were "crazy." Which theory would best explain Sally's change of attitude?

Describe what Katz means by the term "ego-defensive function."

Mary has always had a good relationship with her mother. At the university, she met a friend whom she grew very fond of. Mary brought her new friend home to visit her family. Mary's mother really disliked her new friend. According to the balance theory, what will Mary be motivated to do?

Jason believes that dressing formally (e.g., wearing a coat and tie) marks him as a man who is "dressed for success"; therefore, Jason dresses formally even in class or for casual occasions. Jason is basing this decision on the cognition part of the ABC model of attitudes.

In an experiment, two groups were asked to drink the same brand of fruit juice. One group was simply asked politely to try the drink. The second group was tricked into drinking the juice. Suppose that, on average, the second group liked the juice more than the first. How could the theory of cognitive dissonance be used to explain these results?

Although the theory of reasoned action is considered an improvement over the original Fishbein model, there are still obstacles to predicting behaviour. What are these obstacles?

Andy Wilcox was running for mayor. His campaign manager asked people to put a small pro-Wilcox sign in their yard. Later the manager called the same people and asked if a larger sign could be placed in their yards. He was seldom turned down. This is an example of the foot-in-the-door technique.

Some workers calling to raise money for a charity will purposely ask for more money than the person on the phone is willing to give. They then ask for the lower, but normal, contribution. The charity workers are attempting to create cognitive dissonance to their own advantage.