Question 1

The elaboration likelihood model (ELM)illustrates how consumers compare incoming information to their existing attitudes about a particular object or issue.

Accepted Answer

A) True 
 B)False

Question 2

The ATO approach is known as the _____,which indicates that attitudes are formed holistically across a number of attributes,with poor ratings on one attribute being compensated for by higher ratings on another attribute.

Accepted Answer

A) holistic model 
B) single-attribute model 
C) compensatory model 
D) hierarchical model 
E) subjective model 
A) holistic model 
B) single-attribute model 
C) compensatory model 
D) hierarchical model 
E) subjective model

Question 3

Which of the following is the formula for the behavioral intentions model?

Accepted Answer

A)  $B \approx B I = w _ { 1 } \left( A _ { \text {behavior } } \right) + w _ { 2 } ( S N )$ 
B)  $B \approx B I = w _ { 1 } \left( A _ { \text {behavior } } \right) - w _ { 2 } ( S N )$ 
C)  $B \approx B I = w _ { 1 } \left( A _ { \text {behavior } } \right) \times w _ { 2 } ( S N )$ 
D)  $B \approx B I = w _ { 1 } \left( A _ { \text {behavior } } \right) \div w _ { 2 } ( S N )$ 
E)  $B \approx B I = w _ { 1 } + \left( A _ { \text {behavior } } \right) + w _ { 2 } + ( S N )$ 
A)  $B \approx B I = w _ { 1 } \left( A _ { \text {behavior } } \right) + w _ { 2 } ( S N )$ 
B)  $B \approx B I = w _ { 1 } \left( A _ { \text {behavior } } \right) - w _ { 2 } ( S N )$ 
C)  $B \approx B I = w _ { 1 } \left( A _ { \text {behavior } } \right) \times w _ { 2 } ( S N )$ 
D)  $B \approx B I = w _ { 1 } \left( A _ { \text {behavior } } \right) \div w _ { 2 } ( S N )$ 
E)  $B \approx B I = w _ { 1 } + \left( A _ { \text {behavior } } \right) + w _ { 2 } + ( S N )$

Question 4

From a traditional advertising perspective,the basic communication model is referred to as a _____ approach.

Accepted Answer

A) "one-to-one" 
B) "many-to-one" 
C) "one-to-many" 
D) "many-to-many" 
E) "one-way-street" 
A) "one-to-one" 
B) "many-to-one" 
C) "one-to-many" 
D) "many-to-many" 
E) "one-way-street"

Question 5

According to the balance theory,consistency in the triad (composed of observer,person,and object)is maintained when the multiplication of the signs in the sentiment and unit relations results in a negative value.

Accepted Answer

A) True 
 B)False

Question 6

AUTOMOBILE SCENARIO
Consider a consumer who is contemplating a 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:
 $$\begin{array} { | c | c | c | c| } 
\hline & & \text { Honda Accord } & \text { Fard Taurus } \
\hline \text { Attributa } & \boldsymbol { b } & \boldsymbol { b } & \boldsymbol { b } \
\hline \text { Mileage } & 2 & \mathbf { a } & 4 \
\hline \text { Low Price } & 3 & 2 & 2 \
\hline \text { Warranty } & - 1 & 1 & 3 \
\hline \text { Design } & 1 & 10 & 5 \
\hline
\end{array}$$
-Refer to the Automobile Scenario.The consumer comes across an advertisement that shows Honda stating that Accord is being offered as an environment-friendly hybrid model.According to the elaboration likelihood model (ELM),this consumer is most likely to be influenced by the _____ route to persuasion.

Accepted Answer

A) central 
B) peripheral 
C) secondary 
D) sentiment 
E) unit 
A) central 
B) peripheral 
C) secondary 
D) sentiment 
E) unit

Question 7

According to the elaboration likelihood model of persuasion,if the consumer is influenced more by peripheral cues than central cues,any resulting belief or attitude change will likely be enduring.

Accepted Answer

A) True 
 B)False

Question 8

Which of the following statements is true regarding sex appeals in advertising?

Accepted Answer

A) Consumers find sexually appealing ads to be largely ineffective. 
B) The use of nudity is ineffective for products that have intimate appeal. 
C) Males and females alike tend to react negatively to female nudity in advertising. 
D) Moderate levels of nudity are more preferred by consumers. 
E) Sex appeals in ads are effective regardless of the type of product being advertised. 
A) Consumers find sexually appealing ads to be largely ineffective. 
B) The use of nudity is ineffective for products that have intimate appeal. 
C) Males and females alike tend to react negatively to female nudity in advertising. 
D) Moderate levels of nudity are more preferred by consumers. 
E) Sex appeals in ads are effective regardless of the type of product being advertised.

Question 9

Contradicting thoughts are known as negative arguments.

Accepted Answer

A) True 
 B)False

Question 10

ATTITUDE SCENARIO
Serena wants to buy a new hair dryer. She surfs the Internet and finally considers buying either a model from Philips or Braun. She rates them on their price, energy consumption, and design. Her evaluative ratings (e) for each attribute and her beliefs of how each brand performs on a given attribute (b) are given below:
 $$\begin{array} { | c | c | c | c| } 
\hline & & \text { Philips Model A } & \text { Graun Madel K } \
\hline \text { Attribute } & e & \boldsymbol { b } & \boldsymbol { b } \
\hline \text { Low Price } & 3 & \mathbf { 8 } & \mathbf { 8 } \
\hline \text { Enerpy Consumptin } & 2 & 5 & \mathbf { 9 } \
\hline \text { Desipm } & 2 & \mathbf { 8 } & 9 \
\hline
\end{array}$$
-Refer to the Attitude Scenario.Based on the attitude-toward-the-object model,what is Serena's overall attitude(A?)toward Philips Model A?

Accepted Answer

A) 21 
B) 50 
C) 54 
D) 44 
E) 62 
A) 21 
B) 50 
C) 54 
D) 44 
E) 62

Question 11

Explain the formula for predicting attitudes using the attitude-toward-the-object approach.

Accepted Answer

The formula for predicting attitudes usi

Question 12

A primacy effect is said to occur when material presented toward the end of the advertisement has the most impact.

Accepted Answer

A) True 
 B)False

Question 13

Persuasion refers to specific attempts to change attitudes.

Accepted Answer

A) True 
 B)False

Question 14

Initial judgment theory proposes that consumers compare incoming information to their existing attitudes about a particular object or issue and that attitude change depends upon how consistent the information is with the initial attitude.

Accepted Answer

A) True 
 B)False

Question 15

The attitude-toward-the-object (ATO)model combines information about a number of beliefs and evaluations pertaining to an object's attributes.

Accepted Answer

A) True 
 B)False

Question 16

Name and describe the four functions of attitudes.

Accepted Answer

According to the functional theory of at

Question 17

The _____,sometimes referred to as the theory of reasoned action,explicitly focuses on the consumer's attitude toward the behavior of buying rather than the attitude toward the object.

Accepted Answer

A) ATO model 
B) hierarchical model 
C) balance theory model 
D) elaboration likelihood model 
E) behavioral intentions model 
A) ATO model 
B) hierarchical model 
C) balance theory model 
D) elaboration likelihood model 
E) behavioral intentions model

Question 18

AUTOMOBILE SCENARIO
Consider a consumer who is contemplating a 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:
 $$\begin{array} { | c | c | c | c| } 
\hline & & \text { Honda Accord } & \text { Fard Taurus } \
\hline \text { Attributa } & \boldsymbol { b } & \boldsymbol { b } & \boldsymbol { b } \
\hline \text { Mileage } & 2 & \mathbf { a } & 4 \
\hline \text { Low Price } & 3 & 2 & 2 \
\hline \text { Warranty } & - 1 & 1 & 3 \
\hline \text { Design } & 1 & 10 & 5 \
\hline
\end{array}$$
-Refer to the Automobile Scenario.According to the attitude-toward-the-object approach to attitude change,if Honda publicized the fact that Accord is also being offered as a hybrid with more environment-friendly features,by which of the following methods is Honda attempting to change this consumer's attitude toward its brand?

Accepted Answer

A) Changing beliefs 
B) Adding beliefs about new attributes 
C) Changing evaluations 
D) Changing schema-based affect 
E) Adding a social norm 
A) Changing beliefs 
B) Adding beliefs about new attributes 
C) Changing evaluations 
D) Changing schema-based affect 
E) Adding a social norm

Question 19

Which of the following is true of the elaboration likelihood model?

Accepted Answer

A) The attractiveness of the person delivering the message,the number of arguments presented,the expertise of the spokesperson,and the imagery or music presented along with the message constitute the central cues. 
B) If a consumer is not involved with a message or lacks either the motivation or ability to process information,the central route to persuasion will be followed. 
C) In the peripheral route,the consumer is unlikely to develop cognitive responses to the message. 
D) If the consumer expends considerable effort in comprehending the message then the peripheral route to persuasion is activated. 
E) Peripheral cues refer specifically to information found in the message that pertains directly to the product,its attributes,its advantages,or the consequences of its use. 
A) The attractiveness of the person delivering the message,the number of arguments presented,the expertise of the spokesperson,and the imagery or music presented along with the message constitute the central cues. 
B) If a consumer is not involved with a message or lacks either the motivation or ability to process information,the central route to persuasion will be followed. 
C) In the peripheral route,the consumer is unlikely to develop cognitive responses to the message. 
D) If the consumer expends considerable effort in comprehending the message then the peripheral route to persuasion is activated. 
E) Peripheral cues refer specifically to information found in the message that pertains directly to the product,its attributes,its advantages,or the consequences of its use.

Question 20

Tom strongly believes that raising tax rates for the rich is the only way to steer the economy out of a recession because it is likely to generate greater tax revenue for the government.Even when his friend Sam pointed at factual information illustrating that the government indeed receives greater tax revenues when tax rates are uniformly low for all Americans,Tom refused to accept Sam's input and change his attitude.Interestingly,the input provided by Sam further strengthened Tom's initial attitude.In this instance,_____ can be said to have occurred.

Accepted Answer

A) assimilation 
B) attitude tracking 
C) a recency effect 
D) a contrast effect 
E) a change in belief 
A) assimilation 
B) attitude tracking 
C) a recency effect 
D) a contrast effect 
E) a change in belief

The elaboration likelihood model (ELM)illustrates how consumers compare incoming information to their existing attitudes about a particular object or issue.

The ATO approach is known as the _____,which indicates that attitudes are formed holistically across a number of attributes,with poor ratings on one attribute being compensated for by higher ratings on another attribute.

Which of the following is the formula for the behavioral intentions model?

From a traditional advertising perspective,the basic communication model is referred to as a _____ approach.

According to the balance theory,consistency in the triad (composed of observer,person,and object)is maintained when the multiplication of the signs in the sentiment and unit relations results in a negative value.

According to the elaboration likelihood model of persuasion,if the consumer is influenced more by peripheral cues than central cues,any resulting belief or attitude change will likely be enduring.

Which of the following statements is true regarding sex appeals in advertising?

Contradicting thoughts are known as negative arguments.

Explain the formula for predicting attitudes using the attitude-toward-the-object approach.

A primacy effect is said to occur when material presented toward the end of the advertisement has the most impact.

Persuasion refers to specific attempts to change attitudes.

Initial judgment theory proposes that consumers compare incoming information to their existing attitudes about a particular object or issue and that attitude change depends upon how consistent the information is with the initial attitude.

The attitude-toward-the-object (ATO)model combines information about a number of beliefs and evaluations pertaining to an object's attributes.

Name and describe the four functions of attitudes.

The _____,sometimes referred to as the theory of reasoned action,explicitly focuses on the consumer's attitude toward the behavior of buying rather than the attitude toward the object.

Which of the following is true of the elaboration likelihood model?

What Is Cb and Why Should I Care

Value and the Consumer Behavior Value Framework

Consumer Learning Starts Here: Perception

Comprehension,memory,and Cognitive Learning

Motivation and Emotion: Driving Consumer Behavior

Personality,lifestyles,and the Self-Concept

Group and Interpersonal Influence

Consumer Culture

Microcultures

Consumers in Situations

Decision Making I: Need Recognition and Search

Decision Making Ii: Alternative Evaluation and Choice

Consumption to Satisfaction

Consumer Relationships

Consumer and Marketing Misbehavior

Filters

Exam 7: Attitudes and Attitude Change

The elaboration likelihood model (ELM)illustrates how consumers compare incoming information to their existing attitudes about a particular object or issue.

The ATO approach is known as the _____,which indicates that attitudes are formed holistically across a number of attributes,with poor ratings on one attribute being compensated for by higher ratings on another attribute.

Which of the following is the formula for the behavioral intentions model?

From a traditional advertising perspective,the basic communication model is referred to as a _____ approach.

According to the balance theory,consistency in the triad (composed of observer,person,and object)is maintained when the multiplication of the signs in the sentiment and unit relations results in a negative value.

According to the elaboration likelihood model of persuasion,if the consumer is influenced more by peripheral cues than central cues,any resulting belief or attitude change will likely be enduring.

Which of the following statements is true regarding sex appeals in advertising?

Contradicting thoughts are known as negative arguments.

Explain the formula for predicting attitudes using the attitude-toward-the-object approach.

A primacy effect is said to occur when material presented toward the end of the advertisement has the most impact.

Persuasion refers to specific attempts to change attitudes.

Initial judgment theory proposes that consumers compare incoming information to their existing attitudes about a particular object or issue and that attitude change depends upon how consistent the information is with the initial attitude.

The attitude-toward-the-object (ATO)model combines information about a number of beliefs and evaluations pertaining to an object's attributes.

Name and describe the four functions of attitudes.

The _____,sometimes referred to as the theory of reasoned action,explicitly focuses on the consumer's attitude toward the behavior of buying rather than the attitude toward the object.

Which of the following is true of the elaboration likelihood model?

What Is Cb and Why Should I Care

Value and the Consumer Behavior Value Framework

Consumer Learning Starts Here: Perception

Comprehension,memory,and Cognitive Learning

Motivation and Emotion: Driving Consumer Behavior

Personality,lifestyles,and the Self-Concept

Group and Interpersonal Influence

Consumer Culture

Microcultures

Consumers in Situations

Decision Making I: Need Recognition and Search

Decision Making Ii: Alternative Evaluation and Choice

Consumption to Satisfaction

Consumer Relationships

Consumer and Marketing Misbehavior

Filters