Exam 11: Attitudes and Influencing Attitudes

Which of the following is a theory about how attitudes are formed and changed under varying conditions of involvement?

Value-expressive appeals involve informing the consumers of one or more functional benefits that are important to the target market.

The source of a communication represents _____.

Research has shown that using high levels of fear in advertising such that consumers feel threatened are the most effective.

Dr. Rosenfeld is the doctor on Sunday House Call, a Sunday morning health program on the Fox News channel. Dr. Rosenfeld is highly esteemed in his field and provides up-to-date medical information for viewers. Sometimes, he recommends specific products, and Valerie, a regular viewer of the program, trusts what he says or recommends because he doesn't seem to have an apparent motive to mislead viewers. Which characteristic does Dr. Rosenfeld possess?

Which type of advertisement or sales presentation presents both good and bad points?

Segmenting consumers on the basis of their most important attribute or attributes is called _____.

Feelings or emotional reactions to an object reflect the _____ component of an attitude.

Kellogg recently dropped Olympic swimmer Michael Phelps as a celebrity endorser. Kellogg's decision was based on ___________.

There is evidence that affect or brand preference may be increased by mere exposure.

A credible source can enhance message processing and acceptance.

Which of the following is a common technique for inducing trial behavior?

_____ is used by loyal consumers, whereby they "seal off" the negative information as a way to quarantine.

If competing brands are comparable in terms of product features (central cues), then consistent with the elaboration likelihood model, under high involvement, peripheral cues like pleasant music will have no influence on brand preferences.

Which of the following is an approach used by marketers to increase consumers' affect toward their brand?

SAM (Self-Assessment Manikin) is used to assess which component of attitude?

The cognitive component of attitude consists of a consumer's beliefs about an object.

Which type of message framing stresses either the positive outcomes of performing a behavior or the negative outcomes of not performing a behavior?

Which of the following do marketers need to be concerned about with respect to using celebrities as company spokespersons?

A local Kia automobile dealership owner conducted some informal market research and found that many consumers had negative attitudes toward this brand. Explain what can be done to change the cognitive component of consumers' attitudes.