Deck 10: Sport Consumer Attitudes

Question 1

An individual's attitude is observable and concrete.

Answer 1

False

Question 2

Which of the following is NOT an element that must be considered for attitudes to predict behaviour and intentions?

A) Presence of an attitude object
B) Actual behaviour
C) Perceived intentions
D) A situational element

Answer 2

C

Question 3

It has been proposed that even for _____________ consumption decisions, consumers often do not engage in extensive decision-making, but rely on feelings and emotions.

A) High-cost
B) High involvement
C) Seasonal
D) Frivolous

Answer 3

B

Question 4

Knowledge received from a Nike commercial about their products is an example of receiving information through a ________ communication channel.

A) Word of mouth
B) Non-Marketed
C) Informal
D) Formal

Question 5

Which is the primary source of attitude formation?

A) Personal direct experience
B) Social environment
C) Formal communicational channels
D) Direct marketing

Question 6

The __________ component of attitudes often relates to the outcome of the consumer decision-making process, such as purchasing tickets or a team's official jersey.

A) Affective
B) Behavioural
C) Communicative
D) Cognitive

Question 7

Which of the following are sources of attitude formation?

A) Personal direct experience
B) Social environment
C) Formal communication channels
D) All of the above

Question 8

If an individual has a positive experience playing soccer with a group of friends, this will positively influence the attitude formation of:

A) Social environment
B) Direct marketing
C) Personal direct experience
D) None of the above

Question 9

A sport organization using Twitter, Instagram, and Snapchat to reach consumers is an example of:

A) Pandering to younger demographics
B) Informal word of mouth
C) Traditional mass marketing
D) Formal communication channels

Question 10

The Theory of Planned Behaviour is based on which three key factors?

A) Beliefs, subjective norms, and perceived behavioural control
B) Perceived behavioural control, beliefs, attitudes
C) Positive word-of-mouth, subjective norms, and perceived behavioural control
D) Perceived behavioural control, motivations, subjective norms

Question 11

If an individual believes that participating in a bike race will lead to exploration of a new area and socialization with other cyclists, they are more likely to develop positive attitudes towards an event.

Question 12

Your family members do not approve of you wearing the jersey of your favourite team and spending money on tickets to the game. This is an example of consumer behaviour going against:

A) Subjective norms
B) Attitudes
C) Opinions
D) Objective norms

Question 13

Which of the following is NOT a proposed strategy for altering consumer attitudes?

A) Creating a new brand
B) Changing consumer beliefs about a sport brand
C) Changing consumer beliefs about a competitors' sport brand
D) Associating the product with an admired group

Question 14

_______________ can develop when an individual begins to question whether the selection of sports club was the right decision, if the annual membership is worth the money, and if they are likely to use the membership over the length of the contract.

A) Self-expression
B) Cognitive dissonance
C) Resonance
D) Conflicting feelings

Question 15

Which of the following is a common behavioural or attitudinal variable used to evaluate the success of a sponsorship program?

A) Brand identity
B) Sponsor relevance
C) Sponsor awareness
D) None of the above

Question 16

In the context of sport events, spectators' attitudes toward the event can be a significant predictor of sponsorship outcomes.

Question 17

A perceived lack of fit between a sponsor and an organization or event is likely to lead to positive attitudes towards the sponsor.

Question 18

___________ fans are more likely to recognize the sponsors of a sport event.

A) Highly involved
B) Casual
C) Uninvolved
D) Externally motivated