Question 1

Balance theory is based on the _____, which states that human beings prefer consistency among their beliefs, attitudes, and behaviors.

Accepted Answer

A)  reality principle 
B)  pleasure principle 
C)  congruency principle 
D)  consistency principle 
E)  stability principle

Question 2

In balance theory, the object-person relation is referred to as a unit relation.

Accepted Answer

A) True 
 B)False

Question 3

The attitude-toward-the-object (ATO) model proposes that three key elements must be assessed to understand and predict a consumer's attitude: affect, behavior, and cognition.

Accepted Answer

A) True 
 B)False

Question 4

Many companies hire services that electronically monitor Facebook, Twitter, and Internet blog posts to gauge consumers' attitudes toward their company and to alert them to negative changes over time. What is this monitoring of consumers' attitudes called?

Accepted Answer

A)  attitude tracking 
B)  marketing audit 
C)  affect monitoring 
D)  situation analysis 
E)  attitude audit

Question 5

Research suggests that _____ are likely to occur when the audience is highly engaged (highly involved) and when verbal (versus pictorial) content is present. Thus, important information should be placed early in the message.

Accepted Answer

A)  primacy effects 
B)  central effects 
C)  recency effects 
D)  initial effects 
E)  priming effects

Question 6

The triad in balance theory is composed of observer, person, and object.

Accepted Answer

A) True 
 B)False

Question 7

The elaboration likelihood approach to attitude suggests that affect, behavior, and cognition form in a sequential order.

Accepted Answer

A) True 
 B)False

Question 8

ATTITUDE SCENARIO
Consider a consumer who is contemplating an new automobile purchase. She has narrowed her decision down to two brands, Honda Accord and Ford Taurus. She has identified gas mileage, price, warranty, and styling to be important attributes to consider in her decision. Her evaluative ratings (e) for each attribute and her beliefs of how each brand performs on a given attribute (b) are given below:
 
-Refer to Attitude Scenario. According to the elaboration likelihood model (ELM), this consumer will likely be influenced by which route to persuasion?

Accepted Answer

A)  central route 
B)  peripheral route 
C)  primary route 
D)  sentiment route 
E)  matchup route

Question 9

Tom believes strongly that raising tax rates for the rich is the way to bring the economy out of a recession because it will generate greater tax revenue for the government. Even when his friend showed him factual information illustrating that the government receives greater tax revenues when tax rates are lower for all Americans, Tom refused to accept that information and change his attitude. According to social judgment theory, Tom's rejection of this message was due to a(n) _____ effect.

Accepted Answer

A)  assimilation 
B)  contradictory 
C)  rejection 
D)  contrast 
E)  sentiment

Question 10

Which of the following is the correct sequence in the high-involvement hierarchy?

Accepted Answer

A)  belief-affect-behavior 
B)  belief-behavior-affect 
C)  affect-behavior-belief 
D)  behavior-affect-belief 
E)  behavior-belief-affect

Question 11

"I really like my iPhone" is an example of which component of attitude?

Accepted Answer

A)  utilitarian 
B)  affect 
C)  behavior 
D)  hedonic 
E)  emotional

Question 12

Which of the following is a question marketers address with regard to message construction?

Accepted Answer

A)  Should an ad present a conclusion or should the consumer be allowed to reach his own conclusion? 
B)  Should comparative ads that directly compare one brand against another be developed? 
C)  Where should important information be placed? 
D)  Should the message be straightforward and simple, or complex? 
E)  all of these choices

Question 13

Research has shown that taller, physically-fit salespeople tend to be more successful than shorter, less fit salespeople. These characteristics of the salesperson that might impact their persuasiveness with customers are called _____.

Accepted Answer

A)  primary effects 
B)  physical effects 
C)  source effects 
D)  persuasive effects 
E)  assimilation effects

Question 14

Highly explicit sexual content in advertisements effectively focuses attention on the product advertised.

Accepted Answer

A) True 
 B)False

Question 15

Which of the following is an attitude change theory?

Accepted Answer

A)  ATO approach 
B)  elaboration likelihood model 
C)  schema-based affect approach 
D)  balance theory approach 
E)  all of these choices

Question 16

Attitude-behavior consistency refers to the extent to which a strong relationship exists between attitudes and actual behavior.

Accepted Answer

A) True 
 B)False

Question 17

According to the elaboration likelihood model, if the central route to persuasion is activated, the consumer develops a number of cognitive responses regarding the incoming message that may either support or contradict the information.

Accepted Answer

A) True 
 B)False

Question 18

When material presented later in the message has the most impact, a latency effect is said to occur.

Accepted Answer

A) True 
 B)False

Question 19

ATTITUDE SCENARIO
Consider a consumer who is contemplating an new automobile purchase. She has narrowed her decision down to two brands, Honda Accord and Ford Taurus. She has identified gas mileage, price, warranty, and styling to be important attributes to consider in her decision. Her evaluative ratings (e) for each attribute and her beliefs of how each brand performs on a given attribute (b) are given below:
 
-Refer to Attitude Scenario. According to the attitude-toward-the-object approach to attitude change, if Honda publicized the fact that the Accord is offered as a hybrid model that is cleaner for the environment, by which means is Honda attempting to increase this consumer's attitude toward its brand?

Accepted Answer

A)  changing beliefs 
B)  adding beliefs about new attributes 
C)  changing evaluations 
D)  changing schema-based affect 
E)  adding a social norm

Question 20

According to social judgment theory, if a consumer is exposed to an advertising message that is very different from his initial attitude toward the product, the information in the message will fall within the consumer's _____.

Accepted Answer

A)  latitude of acceptance 
B)  central route 
C)  latitude of indifference 
D)  latitude of rejection 
E)  peripheral range

Exam 7: Attitudes and Attitude Change

Balance theory is based on the _____, which states that human beings prefer consistency among their beliefs, attitudes, and behaviors.

In balance theory, the object-person relation is referred to as a unit relation.

The attitude-toward-the-object (ATO) model proposes that three key elements must be assessed to understand and predict a consumer's attitude: affect, behavior, and cognition.

Many companies hire services that electronically monitor Facebook, Twitter, and Internet blog posts to gauge consumers' attitudes toward their company and to alert them to negative changes over time. What is this monitoring of consumers' attitudes called?

Research suggests that _____ are likely to occur when the audience is highly engaged (highly involved) and when verbal (versus pictorial) content is present. Thus, important information should be placed early in the message.

The triad in balance theory is composed of observer, person, and object.

The elaboration likelihood approach to attitude suggests that affect, behavior, and cognition form in a sequential order.

Which of the following is the correct sequence in the high-involvement hierarchy?

"I really like my iPhone" is an example of which component of attitude?

Which of the following is a question marketers address with regard to message construction?

Research has shown that taller, physically-fit salespeople tend to be more successful than shorter, less fit salespeople. These characteristics of the salesperson that might impact their persuasiveness with customers are called _____.

Highly explicit sexual content in advertisements effectively focuses attention on the product advertised.

Which of the following is an attitude change theory?

Attitude-behavior consistency refers to the extent to which a strong relationship exists between attitudes and actual behavior.

According to the elaboration likelihood model, if the central route to persuasion is activated, the consumer develops a number of cognitive responses regarding the incoming message that may either support or contradict the information.

When material presented later in the message has the most impact, a latency effect is said to occur.

According to social judgment theory, if a consumer is exposed to an advertising message that is very different from his initial attitude toward the product, the information in the message will fall within the consumer's _____.