Exam 7: Attitudes and Attitude Change

Balance theory is based on the _____, which states that human beings prefer consistency among their beliefs, attitudes, and behaviors.

In balance theory, the object-person relation is referred to as a unit relation.

The attitude-toward-the-object (ATO) model proposes that three key elements must be assessed to understand and predict a consumer's attitude: affect, behavior, and cognition.

Many companies hire services that electronically monitor Facebook, Twitter, and Internet blog posts to gauge consumers' attitudes toward their company and to alert them to negative changes over time. What is this monitoring of consumers' attitudes called?

Research suggests that _____ are likely to occur when the audience is highly engaged (highly involved) and when verbal (versus pictorial) content is present. Thus, important information should be placed early in the message.

The triad in balance theory is composed of observer, person, and object.

The elaboration likelihood approach to attitude suggests that affect, behavior, and cognition form in a sequential order.

ATTITUDE SCENARIO Consider a consumer who is contemplating an new automobile purchase. She has narrowed her decision down to two brands, Honda Accord and Ford Taurus. She has identified gas mileage, price, warranty, and styling to be important attributes to consider in her decision. Her evaluative ratings (e) for each attribute and her beliefs of how each brand performs on a given attribute (b) are given below: -Refer to Attitude Scenario. According to the elaboration likelihood model (ELM), this consumer will likely be influenced by which route to persuasion?

Tom believes strongly that raising tax rates for the rich is the way to bring the economy out of a recession because it will generate greater tax revenue for the government. Even when his friend showed him factual information illustrating that the government receives greater tax revenues when tax rates are lower for all Americans, Tom refused to accept that information and change his attitude. According to social judgment theory, Tom's rejection of this message was due to a(n) _____ effect.

Which of the following is the correct sequence in the high-involvement hierarchy?

"I really like my iPhone" is an example of which component of attitude?

Which of the following is a question marketers address with regard to message construction?

Research has shown that taller, physically-fit salespeople tend to be more successful than shorter, less fit salespeople. These characteristics of the salesperson that might impact their persuasiveness with customers are called _____.

Highly explicit sexual content in advertisements effectively focuses attention on the product advertised.

Which of the following is an attitude change theory?

Attitude-behavior consistency refers to the extent to which a strong relationship exists between attitudes and actual behavior.

According to the elaboration likelihood model, if the central route to persuasion is activated, the consumer develops a number of cognitive responses regarding the incoming message that may either support or contradict the information.

When material presented later in the message has the most impact, a latency effect is said to occur.

ATTITUDE SCENARIO Consider a consumer who is contemplating an new automobile purchase. She has narrowed her decision down to two brands, Honda Accord and Ford Taurus. She has identified gas mileage, price, warranty, and styling to be important attributes to consider in her decision. Her evaluative ratings (e) for each attribute and her beliefs of how each brand performs on a given attribute (b) are given below: -Refer to Attitude Scenario. According to the attitude-toward-the-object approach to attitude change, if Honda publicized the fact that the Accord is offered as a hybrid model that is cleaner for the environment, by which means is Honda attempting to increase this consumer's attitude toward its brand?

According to social judgment theory, if a consumer is exposed to an advertising message that is very different from his initial attitude toward the product, the information in the message will fall within the consumer's _____.