Deck 3: Consumer Response to Marketing Actions: 2 Learning and Attitudes

Question 1

The 'control' factor which refers to ease or difficulty in performing a certain behaviour, is incorporated within which attitude model?

A) Theory of Planned Behaviour
B) Theory of Reasoned Action
C) Multi-Attribute Model
D) ABC Model

Answer 1

Theory of Planned Behaviour

Question 2

Which function of attitudes did Katz explain as being concerned with providing explanation to both physical and metaphysical phenomena?

A) Ego-defensive function
B) Value-expressive function
C) Knowledge function
D) Instrumental Function

Answer 2

Knowledge function

Question 3

Which of the following correctly highlights the implications of Heider's (1958) balance theory to marketers?

A) To change attitude, marketers need to encourage consumers to think about the key features of their products
B) To change attitudes, marketers need to measure consumer attitudes towards brands
C) To change attitudes, marketers should use principles of instrumental learning
D) To change a negative attitude, marketers should consider getting endorsement from a celebrity as who is really liked by consumers

Answer 3

To change a negative attitude, marketers should consider getting endorsement from a celebrity as who is really liked by consumers

Question 4

An attitude is:

A) what a consumer does with the product
B) how a customer uses the product
C) a predisposition to respond in a consistent or predictable manner to a stimulus
D) how a consumer learns about a product

Question 5

The value expressive function of an attitude illustrates the manner in which:

A) the individuals assess the utility of objects for the attainment of their goals
B) the individual uses attitudes to protect their self-images by emphasising their place in their social world.
C) the individual uses attitudes to protect their self-images by emphasising their place in their social world
D) the individual expresses their central values and self to others

Question 6

Heider's (1958) balance theory is based on what?

A) Consumer lifestyles
B) Consumer learning mechanisms
C) Cognitive consistency
D) Repetition of advertising in the media

Question 7

Which of the following is not a technique to change an attitude?

A) Use of credibility provided by celebrities and expert endorsements in advertising to influence opinion
B) Use of fear appeals in advertising
C) Reinforcing existing attitudes via repetition
D) Segmenting consumers on the basis of their attitudes

Question 8

Credibility of a source (e.g., a popular footballer shown in an ad) includes which of the following?

A) The extent to which the source is found to be humorous
B) The expertise and trustworthiness of the source
C) The extent to which consumers admire a brand
D) The number of times the ad is shown in the media

Question 9

According to the theory of reasoned action:

A) a person's tendency to buy the product is influenced by media advertisements
B) a person's attitude is determined by their beliefs about the intentions of advertisers
C) a person's attitude is determined by their levels of expertise and familiarity with the brand
D) a person's intention to purchase a brand can be predicted by the person's attitude towards the brand and the subjective norms

Question 10

The bandwagon effect (Nancarrow et al., 2004) explains:

A) the tendency of respondents in attitude research to give the answers they imagine the interviewer wants to hear
B) consumer attitudes towards a brand
C) consumers intentions to purchase a brand on a regular basis
D) the extent to which consumers admire advertising appearing on TV

Question 11

From a cognitive perspective learning involves:

A) mental processes that are not necessarily reflected in overt behavioural changes
B) behavioural changes which are largely the result of environmental events
C) changes in what can be observed by the outsiders
D) changes that can be observed via positivistic approaches

Question 12

Which of the following correctly defines knowledge?

A) Knowledge is what other people have in their mind and what they think of us as consumers
B) Knowledge is our ability to relate to the events in our life
C) Knowledge is our ability to comprehend and develop positive dispositions
D) Knowledge is what we know and what we have stored in our memory as a function of learning

Question 13

Pavlov observed that the dogs in his experiment salivated not only when they were given food, but also when they heard the footsteps of the assistants.

Question 14

Classical conditioning recognizes that learning can be encouraged and even reinforced through the positive and negative reinforcements.

Question 15

As per operant conditioning, a supermarket can increase the probability that a shopper will shop again at their store by offering a price reduction at the time of purchase.

Question 16

The degree of brand awareness, brand recognition and/or recall aroused in the respondants by the advertisements is a measure of consumer attitude.

Question 17

An attitude refers to a predisposition to respond in a consistent or predictable manner to a stimulus.

Question 18

According to Heider's (1958) balance theory, consumers try to imitate the behaviours of those whom they perceive as having high social status.

Question 19

The ego-defensive function of attitude illustrates the extent to which customers express their central values and self to others.

Question 20

According to the theory of reasoned action, a person's intention to purchase a brand can be predicted by the person's attitude towards the brand and the subjective norms.

Question 21

Perceived control refers to the ease or difficulty in performing the behaviour and is assumed to reflect past experiences as well as anticipated obstacles.

Question 22

The two sided appeal is an example of advertising in which only the key features of the advertised product are emphasized.

Question 23

Learning deals with how acquire new information whereas memory is the internal recording of information or experiences.

Question 24

Short term memory allows a very short representation of information whilst being processes by our senses, and forms automatically without any attention or interpretation.

Question 25

Intrinsic cues are those which are not part of the physical product itself although they are product related such as price, brand name and country of origin.

Question 26

What is the difference between memory and learning?

Question 27

What are the two different approaches to learning called?

Question 28

What is cognitive learning?

Question 29

What is classical conditioning?

Question 30

What is meant by 'advertising wearout'?

Question 31

What is meant by the 'Bandwagon effect'?

Question 32

What is meant by the central route to persuasion?

Question 33

What is meant by the peripheral route to persuasion?

Question 34

Explain cognitive sensitivity.

Question 35

Explain the passive learning theory of Krugman (1965).

Question 36

What is stimulus discrimination and how is it relevant to marketers?

Question 37

How do marketers measure what consumers have learned about their brands?

Question 38

Explain Heider's 1958 balance theory.

Question 39

Explain the Theory of Reasoned Action.

Question 40

Explain the characteristic features of experts in comparison with novices.

Question 41

Explain different memory types.

Question 42

What is meant by cue utilisation theory?