Attitude Scenario
Consider a Consumer Who Is Contemplating a New

Attitude Scenario
Consider a consumer who is contemplating a new automobile purchase. She has narrowed her decision down to two brands, Honda Accord and Ford Taurus. She has identified fuel efficiency, 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:
$\begin{array}{lccc} & & \text { Honda Accord } & \text { Ford Taur } \\\text { Attribute } & e & b & b \\\text { Fuel Efficiency } & 2 & 6 & 4 \\\text { Low Price } & 3 & -2 & 2 \\\text { Warranty } & 1 & 1 & 3 \\\text { Styling } & 1 & 10 & -5\end{array}$
-Refer to Attitude Scenario. This consumer saw an advertisement for Ford Taurus touting its "sleek, contemporary" styling. According to social judgment theory, what is likely to happen when this consumer sees this message?

A) A unit relation will be formed.
B) A primacy effect will occur.
C) The message will likely fall in the latitude of rejection.
D) An ego-defensive function of attitude will result.

Correct Answer:

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