Question 1

The ________ function of attitudes applies when a person is in an ambiguous situation and needs order, structure, or meaning.

Accepted Answer

A)  knowledge 
B)  utilitarian 
C)  value-expressive 
D)  ego-defensive

Question 2

An active attempt to change attitudes is called ________.

Accepted Answer

A)  behavior modification 
B)  persuasion 
C)  communication 
D)  cognition

Question 3

The World Gold Council recently launched the "Lost Ring Hunt" with a billboard in Times Square announcing that a woman lost her gold wedding band. Viewers of the ad are encouraged to follow Twitter to discover clues that will help them find the lost ring. The first person to identify the location of the ring will win a cash prize and a trip to New York City. The "Lost Ring Hunt" is an example of a(n) ________.

Accepted Answer

A)  virtual world 
B)  widget 
C)  alternate reality game 
D)  broadcast medium

Question 4

According to the functional theory of attitudes, attitudes exist because they are hereditary.

Accepted Answer

A) True 
 B)False

Question 5

Considering the effects of cognitive dissonance, supplying customers with additional reinforcement after a purchase can be a good marketing strategy.

Accepted Answer

A) True 
 B)False

Question 6

Which theory of attitudes states that people are motivated to take action to resolve inconsistencies between attitudes and behaviors?

Accepted Answer

A)  the theory of cognitive dissonance 
B)  self-perception theory 
C)  social judgment theory 
D)  balance theory

Question 7

Rick Tuan has a unique problem. He must persuade a good friend to stop smoking. He knows that if he just says "Quit," his message will be rejected. Instead, Rick chooses to offer a ________ message in which he presents the positives and negatives of quitting smoking. He feels sure that this approach will have a greater likelihood of success with his friend.

Accepted Answer

A)  supportive 
B)  low-involvement 
C)  two-sided 
D)  refutational

Question 8

Retail stores put a number of items in the aisles leading to the checkout station. These are placed there to remind customers of things they may have overlooked, or to show products that customers may not have thought of buying until they are seen. Retailers know that some items are purchased on impulse. In other words, the customer simply sees a product and purchases it. Create a fourth hierarchy of effects that would combine the three components of the ABC model when a product is selected on impulse.

Accepted Answer

The answer of Retail stores put a number of items...

Question 9

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

Accepted Answer

The answer of Why have multiattribute attitude models become so...

Question 10

The theory of cognitive dissonance is based on the ________.

Accepted Answer

A)  knowledge function 
B)  principle of cognitive consistency 
C)  principle of cognitive-affect conflict 
D)  self-identification function

Question 11

According to the Fishbein model, salient beliefs are those beliefs about an object that are considered during evaluation.

Accepted Answer

A) True 
 B)False

Question 12

________ refers to a strategy in which a message compares two or more specifically named or recognizably presented brands and evaluates them in terms of one or more specific attributes.

Accepted Answer

A)  Cognitive differentiation 
B)  Emotional appeal 
C)  Comparative advertising 
D)  Conclusion advertising

Question 13

In the standard learning hierarchy model, attitude is based on behavioral learning processes.

Accepted Answer

A) True 
 B)False

Question 14

Researchers agree that there are various levels of commitment to an attitude. The highest level of involvement is ________.

Accepted Answer

A)  internalization 
B)  identification 
C)  compliance 
D)  actualization

Question 15

Double-Dip makes ice cream. The only advantage Double-Dip has over its competitors is taste. Double-dip costs more and has more calories per unit weight. Promotions for Double-Dip should emphasize the experiential hierarchy of the ABC model of attitudes.

Accepted Answer

A) True 
 B)False

Question 16

Gasoline is the only commonly purchased product that is priced down to a fraction of a cent. This is so because gasoline is selected for purchase following a low-involvement hierarchy, which makes point-of-purchase factors more important.

Accepted Answer

A) True 
 B)False

Question 17

Roxanne is one of Canada's top female models. Because of her beauty, most of her admirers also assume that she is intelligent, wealthy, and happy with her life. This is an example of what is called the social adaptation perspective.

Accepted Answer

A) True 
 B)False

Question 18

Which of the following attitude functions is associated with a focus on particular social identities and lifestyles (e.g., "What sort of man reads Playboy?")?

Accepted Answer

A)  utilitarian 
B)  value-expressive 
C)  ego-defensive 
D)  knowledge

Question 19

A cola drink is preferred by a segment of cola drinkers, but the same segment almost always picks another cola brand in blind taste tests. The attitude formation for this product reflects the value-expressive function more than the utilitarian function.

Accepted Answer

A) True 
 B)False

Question 20

The two-factor theory suggests that there is no limit to the optimal number of repetitions for a message.

Accepted Answer

A) True 
 B)False

Exam 7: Attitudes and Persuasion

The ________ function of attitudes applies when a person is in an ambiguous situation and needs order, structure, or meaning.

An active attempt to change attitudes is called ________.

According to the functional theory of attitudes, attitudes exist because they are hereditary.

Considering the effects of cognitive dissonance, supplying customers with additional reinforcement after a purchase can be a good marketing strategy.

Which theory of attitudes states that people are motivated to take action to resolve inconsistencies between attitudes and behaviors?

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

The theory of cognitive dissonance is based on the ________.

According to the Fishbein model, salient beliefs are those beliefs about an object that are considered during evaluation.

________ refers to a strategy in which a message compares two or more specifically named or recognizably presented brands and evaluates them in terms of one or more specific attributes.

In the standard learning hierarchy model, attitude is based on behavioral learning processes.

Researchers agree that there are various levels of commitment to an attitude. The highest level of involvement is ________.

Double-Dip makes ice cream. The only advantage Double-Dip has over its competitors is taste. Double-dip costs more and has more calories per unit weight. Promotions for Double-Dip should emphasize the experiential hierarchy of the ABC model of attitudes.

Gasoline is the only commonly purchased product that is priced down to a fraction of a cent. This is so because gasoline is selected for purchase following a low-involvement hierarchy, which makes point-of-purchase factors more important.

Roxanne is one of Canada's top female models. Because of her beauty, most of her admirers also assume that she is intelligent, wealthy, and happy with her life. This is an example of what is called the social adaptation perspective.

Which of the following attitude functions is associated with a focus on particular social identities and lifestyles (e.g., "What sort of man reads Playboy?") ?

A cola drink is preferred by a segment of cola drinkers, but the same segment almost always picks another cola brand in blind taste tests. The attitude formation for this product reflects the value-expressive function more than the utilitarian function.

The two-factor theory suggests that there is no limit to the optimal number of repetitions for a message.