Exam 11: Attitudes and Influencing Attitudes

Attitude components tend to be _____.

Which of the following is TRUE regarding value-expressive versus utilitarian appeals?

Which of the following is a strategy for altering the cognitive component of a consumer's attitude?

In an attempt to alter consumers' cognitive component of their attitude toward the Pepsi brand of cola, a freshness date was added on the cans. Pepsi wanted consumers to consider this attribute that was never a consideration before. Pepsi was using which strategy to alter the cognitive structure of a consumer's attitude?

Online marketers attempt simulate "touch" by creating a(n) _____.

Duane is attempting to determine consumers' attitudes toward his restaurant by asking them their beliefs about how his restaurant performs on several attributes, such as price, ambience, quality of the food, and friendliness of service. Consumers can rate his restaurant with a score of 1 to 7 for each of these attributes, with 7 being the highest. Duane adds up the scores to see how he performs, using the assumption that a higher total is better. At a basic level, which type of model is Duane using?

Which component of attitude represents one's tendency to respond in a certain manner toward an object or activity?

Which type of appeal attempts to build a personality for the product or create an image of the product user?

A learned predisposition to respond in a consistently favorable or unfavorable manner with respect to a given object is known as a(n) _____.

A loyal consumer will often use _____ to protect his or her brand by reducing the importance they put on a given attribute.

Simply presenting a brand to an individual on a large number of occasions to make the individual's attitude toward the brand more positive is known as _____.

Segmenting consumers on the basis of the most important attribute or attributes is called benefit segmentation.

The elaboration likelihood model posits two routes to persuasion, which are the _____.

How does mere exposure enhance attitudes?

An approach to measuring the importance of attitude components that requires consumers to allocate 100 points among the components such that the distribution of the points reflects the relative importance of the component is _____.

Harrison is very involved with any type of electronic product, such as televisions, sound systems, cellular phones, and computers. According to the elaboration likelihood model (ELM), explain how marketers of these types of products can succeed in influencing Harrison.

One critical aspect of attitudes is that all three components tend to be consistent.

Spokescharacters can be _____.

Tony the Tiger, the Jolly Green Giant, and the Aflac duck are examples of _____.

Which type of ad is designed primarily to elicit a positive affective response rather than to provide information or arguments?