Question 1

Mousetrap Ltd.found that their target market really cared and had strong opinions and emotions about their market offering.In this case,management could influence attitudes either cognitively or

Accepted Answer

A)  motivationally. 
B)  through peripheral routes. 
C)  by memory. 
D)  through involvement. 
E)  affectively.

Question 2

Lily did not like liver because its appearance made her feel bad.Her bad attitude toward liver was based on

Accepted Answer

A)  involvement. 
B)  emotions. 
C)  cognitions or beliefs. 
D)  preattitudes. 
E)  motivation.

Question 3

According to the ____,a marketing communication such as an ad discouraging consumers from drinking and driving,that depicts a fatal consequence of the behavior may be ineffective at changing consumers' attitudes or behavior.

Accepted Answer

A)  Cognitive Response Theory 
B)  Theory of Reasoned Action 
C)  Theory of Planned Behavior 
D)  Terror Management Theory 
E)  Elaboration Likelihood Model

Question 4

A two-sided message is one that contains

Accepted Answer

A)  both positive and negative information. 
B)  information from two different sources. 
C)  a comparison between the offering and unnamed competitors. 
D)  two peripheral arguments. 
E)  a double meaning.

Question 5

Two dimensions along which attitude formation and change can vary are whether they are based on affect or cognition and the

Accepted Answer

A)  level of motivation. 
B)  hierarchical structure. 
C)  level of ability. 
D)  opportunity for structure. 
E)  consistency.

Question 6

Low-credibility sources can be effective in some ads.

Accepted Answer

A) True 
 B)False

Question 7

Compare and contrast the central and peripheral-route processes of attitude change.

Accepted Answer

The answer of Compare and contrast the central and peripheral-route...

Question 8

When a message presents weak arguments,consumers generate more ____ and fewer ____.

Accepted Answer

A)  central arguments / source derogations 
B)  central arguments / central functionalities 
C)  counter arguments / support arguments 
D)  support arguments / source derogations 
E)  belief discrepancy / source derogations

Question 9

With ____,advertisers explicitly name a competitor or set of competitors and attack them on the basis of an attribute or benefit.

Accepted Answer

A)  two-sided messages 
B)  one-sided messages 
C)  indirect comparison messages 
D)  direct comparisons 
E)  source derogations

Question 10

Every time Brad sees an ad for broccoli that claims it will make consumers popular,he thinks to himself,"Nonsense.Nothing will make me popular.That movie star is just paid to say that." This is an example of

Accepted Answer

A)  beliefs. 
B)  cognitive responses. 
C)  affective tags. 
D)  motivational stimuli. 
E)  affective stimuli.

Question 11

A message supporting handgun control will generate a lot of counterarguments among National Rifle Association (NRA)members.This is an example of a ____ that creates counterarguments.

Accepted Answer

A)  source derogation 
B)  support argument 
C)  belief discrepancy 
D)  peripheral argument 
E)  central argument

Question 12

Peripheral-route processing is used to describe attitude formation and change processes when consumer

Accepted Answer

A)  elaboration is likely to be high. 
B)  effort is likely to be low 
C)  effort is likely to be high. 
D)  involvement is high. 
E)  motivation is high.

Question 13

There is some evidence that if we see an advertisement we like,our overall ____ will influence our brand attitudes and behavior.

Accepted Answer

A)  brand image 
B)  brand awareness of the ad 
C)  attitude toward the ad 
D)  elaboration likelihood 
E)  awareness of the ad

Question 14

The TORA model suggests four strategies for changing attitudes and behavioral intentions,which include all of the following except

Accepted Answer

A)  changing beliefs. 
B)  changing support arguments. 
C)  changing evaluations. 
D)  adding a new belief. 
E)  targeting normative beliefs.

Question 15

____ is when a stimulus has strong emotional relevance to the consumer.

Accepted Answer

A)  Cognitive involvement 
B)  Cognitive awareness 
C)  Emotional awareness 
D)  Affective involvement 
E)  Relevant involvement

Question 16

Thoughts such as "that is impossible" or "that is not what US Weekly said" describe

Accepted Answer

A)  disagreeable affect. 
B)  counterarguments. 
C)  peripheral arguments. 
D)  central arguments. 
E)  source derogations.

Question 17

The TORA model suggests five major strategies for attitude change.Describe these strategies.

Accepted Answer

The answer of The TORA model suggests five major strategies...

Question 18

After his success in winning more medals for swimming at the London Olympics,Michael Phelps is considered a very credible source for swimwear brands such as Speedo.He is a credible source because of

Accepted Answer

A)  attractiveness. 
B)  likeability. 
C)  expertise. 
D)  friendliness. 
E)  gullibility.

Question 19

Central-route processing describes

Accepted Answer

A)  attitude formation and change processes when consumer processing effort is high. 
B)  the superficial analysis and processing of a message. 
C)  a more direct processing of a message that encodes information directly from the source rather than indirectly from secondary sources. 
D)  attitude change when MAO is low. 
E)  how message processing is not elaborated, but is simply remembered in a direct or central way from the source.

Question 20

The children and grandchildren of baby boomers have developed a more favorable evaluation of the military,leading them to be more willing to serve in the military.This evaluation could also be referred to as a(n)

Accepted Answer

A)  affect 
B)  counter judgment. 
C)  cognitive dissonance particle. 
D)  attitude 
E)  view.

Exam 5: Attitudes Based on High Effort