Question 1

The theory of planned action expands upon the behavioral intentions model by including:

Accepted Answer

A)  a schema-based affect. 
B)  the consistency principle. 
C)  sentiment relations and unit relations. 
D)  a perceived control component. 
A)  a schema-based affect. 
B)  the consistency principle. 
C)  sentiment relations and unit relations. 
D)  a perceived control component.

Question 2

Identify a true statement in the context of message appeals.

Accepted Answer

A)  Highly explicit content tends to direct consumers' attention toward the product and increases product recall. 
B)  Fear appeals appear to be effective when advertisers show how difficult it is to implement the desired response. 
C)  Sexually appealing ads are usually not persuasive because consumers consider them to be exploitative. 
D)  Humorous ads appear to be most effective when a consumer's attitudes are initially positive rather than negative. 
A)  Highly explicit content tends to direct consumers' attention toward the product and increases product recall. 
B)  Fear appeals appear to be effective when advertisers show how difficult it is to implement the desired response. 
C)  Sexually appealing ads are usually not persuasive because consumers consider them to be exploitative. 
D)  Humorous ads appear to be most effective when a consumer's attitudes are initially positive rather than negative.

Question 3

The ego-defensive function of attitudes enables consumers to develop positive attitudes toward products that enhance their self-image.

Accepted Answer

A) True 
 B)False

Question 4

Briefly discuss the role of humor in message appeal.

Accepted Answer

Answers will vary. Marketers frequently

Question 5

The behavioral intentions model explicitly focuses on a consumer's attitude toward the behavior of buying rather than the attitude toward an object.

Accepted Answer

A) True 
 B)False

Question 6

Mike has a passion for computer games. He owns three top-of-the-line gaming computers. He keeps himself updated about the latest models and their features. In the context of the elaboration likelihood model, which of the following is most likely to be activated when Mike comes across an advertisement for an advanced gaming computer that has been introduced in the market?

Accepted Answer

A)  The peripheral route to persuasion 
B)  The ego-defensive function of attitudes 
C)  The value-expressive function of attitudes 
D)  The central route to persuasion 
A)  The peripheral route to persuasion 
B)  The ego-defensive function of attitudes 
C)  The value-expressive function of attitudes 
D)  The central route to persuasion

Question 7

Which of the following statements is true in the context of attitude change theories and persuasion?

Accepted Answer

A)  The attitude toward a brand or product is independent of a schema. 
B)  If the affect found in a schema can be changed, then the attitude toward a brand or product will change as well. 
C)  Changing evaluations of an attribute is usually easier than changing the strength of a belief regarding that attribute. 
D)  A consumer's attitude toward a product remains unaffected by the consumer's feeling about the marketing company. 
A)  The attitude toward a brand or product is independent of a schema. 
B)  If the affect found in a schema can be changed, then the attitude toward a brand or product will change as well. 
C)  Changing evaluations of an attribute is usually easier than changing the strength of a belief regarding that attribute. 
D)  A consumer's attitude toward a product remains unaffected by the consumer's feeling about the marketing company.

Question 8

William is planning a vacation. He wants travel packages that provide accommodation and sightseeing. He finds two packages-X and Y-that meet these criteria. On a ten-point scale, he gives package X belief ratings of 8 and 7, respectively, and package Y belief ratings of 9 and 5, respectively. Next, he gives these criteria evaluative ratings of 3 and 2, respectively. Finally, he calculates the overall attitude using the attitude-toward-the-object (ATO) model and chooses package X over package Y based on the score. The overall attitude score (Ao) of package X calculated using the ATO model is _____.

Accepted Answer

A)  75 
B)  56 
C)  38 
D)  22 
A)  75 
B)  56 
C)  38 
D)  22

Question 9

The one-to-many communications model does not work well for traditional advertising media.

Accepted Answer

A) True 
 B)False

Question 10

In the context of the hierarchy of effects, high-involvement decisions:

Accepted Answer

A)  result in impulse purchases. 
B)  contain significant risk. 
C)  express core beliefs. 
D)  are routine and boring. 
A)  result in impulse purchases. 
B)  contain significant risk. 
C)  express core beliefs. 
D)  are routine and boring.

Question 11

According to social judgment theory, if a message is perceived as falling in the latitude of rejection, a _____ occurs.

Accepted Answer

A)  source effect 
B)  contrast effect 
C)  primacy effect 
D)  recency effect 
A)  source effect 
B)  contrast effect 
C)  primacy effect 
D)  recency effect

Question 12

The _____ explicitly focuses on a consumer's attitude toward the behavior of buying rather than the attitude toward an object.

Accepted Answer

A)  behavioral influence approach model 
B)  balance theory model 
C)  behavioral intentions model 
D)  elaboration likelihood model 
A)  behavioral influence approach model 
B)  balance theory model 
C)  behavioral intentions model 
D)  elaboration likelihood model

Question 13

Karen has always owned Pferd automobiles. When she decided to gift a car to her son, her brand loyalty made the decision easy. She bought the latest model of Pferd hatchback for her son. In the context of the functional theory of attitudes, this scenario reflects the _____ of attitudes.

Accepted Answer

A)  ego-defensive function 
B)  value-expressive function 
C)  utilitarian function 
D)  knowledge function 
A)  ego-defensive function 
B)  value-expressive function 
C)  utilitarian function 
D)  knowledge function

Question 14

Which of the following is true of message construction?

Accepted Answer

A)  Directly comparing one brand against specific competitors can be effective, especially when the brand being promoted is not already the market leader. 
B)  Advertisements that allow consumers to arrive at their own conclusions tend to be more persuasive when the audience has a low level of involvement with the product. 
C)  If marketers are attempting to reach a highly involved audience, important information should be placed later in the message. 
D)  Consumers with low involvement are more motivated to attend to a larger number of arguments than are highly involved consumers. 
A)  Directly comparing one brand against specific competitors can be effective, especially when the brand being promoted is not already the market leader. 
B)  Advertisements that allow consumers to arrive at their own conclusions tend to be more persuasive when the audience has a low level of involvement with the product. 
C)  If marketers are attempting to reach a highly involved audience, important information should be placed later in the message. 
D)  Consumers with low involvement are more motivated to attend to a larger number of arguments than are highly involved consumers.

Question 15

According to social judgment theory, assimilation occurs when:

Accepted Answer

A)  the material presented toward the end of a message is most influential. 
B)  the material presented early in a message is most influential. 
C)  an incoming message falls within the latitude of rejection. 
D)  an incoming message falls within the latitude of acceptance. 
A)  the material presented toward the end of a message is most influential. 
B)  the material presented early in a message is most influential. 
C)  an incoming message falls within the latitude of rejection. 
D)  an incoming message falls within the latitude of acceptance.

Question 16

Briefly describe the value-expressive function of attitudes.

Accepted Answer

Answers will vary. The value-expressive

Question 17

If consumers are not involved with a message or lack either the motivation or ability to process information, the peripheral route to persuasion will be followed.

Accepted Answer

A) True 
 B)False

Question 18

In the context of the changing communication paradigm, communication is seen as a process that enables the flow of information among consumers and firms in a one-to-many approach.

Accepted Answer

A) True 
 B)False

Question 19

MarketNerd Inc., a marketing firm, is conducting a market research study on consumers' attitudes toward online shopping websites. In order to achieve its research objectives, MarketNerd collects information from several social networking sites and blog posts and uses the information to track consumers' evaluations of various shopping portals and websites. This process is best described as _____.

Accepted Answer

A)  attitude tracking 
B)  marketing audit 
C)  risk assessment 
D)  predictive analytics 
A)  attitude tracking 
B)  marketing audit 
C)  risk assessment 
D)  predictive analytics

Question 20

The value-expressive function of attitudes provides a positive expression of the type of person a consumer perceives himself or herself to be and the values that he or she holds.

Accepted Answer

A) True 
 B)False

The theory of planned action expands upon the behavioral intentions model by including:

Identify a true statement in the context of message appeals.

The ego-defensive function of attitudes enables consumers to develop positive attitudes toward products that enhance their self-image.

Briefly discuss the role of humor in message appeal.

The behavioral intentions model explicitly focuses on a consumer's attitude toward the behavior of buying rather than the attitude toward an object.

Which of the following statements is true in the context of attitude change theories and persuasion?

The one-to-many communications model does not work well for traditional advertising media.

In the context of the hierarchy of effects, high-involvement decisions:

According to social judgment theory, if a message is perceived as falling in the latitude of rejection, a _____ occurs.

The _____ explicitly focuses on a consumer's attitude toward the behavior of buying rather than the attitude toward an object.

Karen has always owned Pferd automobiles. When she decided to gift a car to her son, her brand loyalty made the decision easy. She bought the latest model of Pferd hatchback for her son. In the context of the functional theory of attitudes, this scenario reflects the _____ of attitudes.

Which of the following is true of message construction?

According to social judgment theory, assimilation occurs when:

Briefly describe the value-expressive function of attitudes.

If consumers are not involved with a message or lack either the motivation or ability to process information, the peripheral route to persuasion will be followed.

In the context of the changing communication paradigm, communication is seen as a process that enables the flow of information among consumers and firms in a one-to-many approach.

The value-expressive function of attitudes provides a positive expression of the type of person a consumer perceives himself or herself to be and the values that he or she holds.

What is CB and Why Should I Care?

Value and the Consumer Behavior 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

Beyond Consumer Relationships

Consumer and Marketing Misbehavior

Filters

Exam 7: Attitudes and Attitude Change

The theory of planned action expands upon the behavioral intentions model by including:

Identify a true statement in the context of message appeals.

The ego-defensive function of attitudes enables consumers to develop positive attitudes toward products that enhance their self-image.

Briefly discuss the role of humor in message appeal.

The behavioral intentions model explicitly focuses on a consumer's attitude toward the behavior of buying rather than the attitude toward an object.

Which of the following statements is true in the context of attitude change theories and persuasion?

The one-to-many communications model does not work well for traditional advertising media.

In the context of the hierarchy of effects, high-involvement decisions:

According to social judgment theory, if a message is perceived as falling in the latitude of rejection, a _____ occurs.

The _____ explicitly focuses on a consumer's attitude toward the behavior of buying rather than the attitude toward an object.

Karen has always owned Pferd automobiles. When she decided to gift a car to her son, her brand loyalty made the decision easy. She bought the latest model of Pferd hatchback for her son. In the context of the functional theory of attitudes, this scenario reflects the _____ of attitudes.

Which of the following is true of message construction?

According to social judgment theory, assimilation occurs when:

Briefly describe the value-expressive function of attitudes.

If consumers are not involved with a message or lack either the motivation or ability to process information, the peripheral route to persuasion will be followed.

In the context of the changing communication paradigm, communication is seen as a process that enables the flow of information among consumers and firms in a one-to-many approach.

The value-expressive function of attitudes provides a positive expression of the type of person a consumer perceives himself or herself to be and the values that he or she holds.

What is CB and Why Should I Care?

Value and the Consumer Behavior 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

Beyond Consumer Relationships

Consumer and Marketing Misbehavior

Filters