Question 1

How might celebrities be utilized according to balance theory?

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Question 2

What type of model is the Fishbein model, and what three components does it measure?

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Question 3

Simi is never quite sure which brand of gum to buy. She tries some, likes some, and rejects some. However, through a process of behavioural learning she does remember those brands that taste good and make her mouth feel fresh. The problem is that she cannot often remember the brands that are not so good and repeats purchasing mistakes. "Oh well," says Simi, "gum buying is not that big of a deal anyway." Which of the following hierarchies would most appropriately describe Simi's situation?

Accepted Answer

A)  experiential hierarchy 
B)  low-involvement hierarchy 
C)  habit hierarchy 
D)  cognitive hierarchy

Question 4

What is cognitive dissonance? Explain how it is relevant in a marketing context.

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Question 5

What alterations have been made to the original Fishbein model and why?

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Question 6

A social pressure element was added to the extended Fishbein model because:

Accepted Answer

A)  people are inconsistent but stable emotionally. 
B)  people rarely tell the truth. 
C)  groups are not effective for strategic decision making. 
D)  preferences of others impact individual preferences.

Question 7

The concept that attempts to explain the relative impact of the three components of an attitude and the sequence of steps occurring en route to the formation of an attitude is called:

Accepted Answer

A)  ratio-explanation hypothesis. 
B)  hierarchy of effects. 
C)  attitude-belief hypothesis. 
D)  mood-congruence effects.

Question 8

High involvement with a product decision is more likely to lead to brand loyalty than low involvement.

Accepted Answer

A) True 
 B)False

Question 9

The City of Calgary airs an advertisement showing other members of the community recycling their bottles and cans. This is an example of using a(n) ________ to influence attitudes and behaviour.

Accepted Answer

A)  consistency motive 
B)  descriptive norm 
C)  affiliation goal 
D)  injunctive norm

Question 10

Cecilia has just purchased a new Jetta for $25 000 and is told that she has received a "super deal." A few days later she is surfing the Internet and comes across the same Jetta for $2000 less from a dealership only 100 miles away. Chances are that she will fairly quickly experience variables put forth by the theory of:

Accepted Answer

A)  anger-frustration. 
B)  avoidance-acceptance. 
C)  cognitive dissonance. 
D)  Jungian possession.

Question 11

Research has shown that at least three emotional dimensions have been identified in commercials. Two of these emotional dimensions are pleasure and arousal. What is the third emotional dimension?

Accepted Answer

A)  pride 
B)  serenity 
C)  surprise 
D)  intimidation

Question 12

Define a descriptive norm. Give an example.

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Question 13

Bonnie is a wine connoisseur. She has spent a lot of time studying the various wines, visiting vineyards, and perfecting her palate. Her attitude can be described as being based on:

Accepted Answer

A)  cognitive consistency. 
B)  cognitive information processing. 
C)  experiential hierarchy of effects. 
D)  hedonic consumption.

Question 14

Why have multi-attribute attitude models become so popular among marketing researchers? What three elements are specified in such models?

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Question 15

What is cognitive dissonance?

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Question 16

Shirley tends to keep her room tidy, a task her mother requests of her. This is a response to what?

Accepted Answer

A)  subjective norms 
B)  injunctive norms 
C)  peer pressure 
D)  social judgment

Question 17

Affect refers to the way consumers feel about an attitude object.

Accepted Answer

A) True 
 B)False

Question 18

An injunctive norm:

Accepted Answer

A)  communicates what people commonly do. 
B)  communicates what is counternormative in society. 
C)  communicates what others in society approve of. 
D)  verbally communicates negative reinforcement.

Question 19

The City of Toronto creates a series of radio spots that communicate the social expectation that city residents should compost their organic household waste. This is an example of using a(n) ________ to influence attitudes and behaviour.

Accepted Answer

A)  consistency motive 
B)  affiliation goal 
C)  injunctive norm 
D)  implicit expectation

Question 20

A hotel leaves the message: "JOIN YOUR FELLOW GUESTS IN HELPING TO SAVE THE ENVIRONMENT" in the bathrooms of their guest rooms. This is an example of using a(n):

Accepted Answer

A)  consistency motive. 
B)  descriptive norm. 
C)  affiliation goal. 
D)  implicit expectation.

Exam 7: Attitudes