Quiz 7: Attitudes

A lasting, general evaluation of people (including oneself), objects, and issues is a(n): A) opinion. B) impression. C) attitude. D) value.

Ruby believes that ice cream is fattening and therefore tries to avoid the temptation of eating it. Which of the following best describes the relationship between Ruby and ice cream? A) The ice cream is purely a product (P1). B) The ice cream is a fantasy (F1) for Ruby. C) The ice cream is an attitude object (Ao) because of Ruby's feelings toward the product. D) Ruby would likely have a positive attitude toward an advertisement (Aad) that showed someone eating ice cream.

Craig complained to his friend Jess that a class was too hard and he believed that the teacher was not being fair with his grading standards. Jess replied, "Craig, you really have an attitude problem." What is the relationship between the manner in which the term "attitude" is used in common conversation and the how it is defined in consumer behaviour? A) There is no relationship. Common usage is not the same as attitudes as seen by the researchers who study consumer behaviour. B) The term attitude is widely used in popular culture in much the same way it is used in studying consumer behaviour. C) They are different in that popular culture does not recognize that attitudes are temporary. Otherwise the usage is the same. D) They are similar except that popular culture assumes that attitudes are related to beliefs, and research scientists have shown that there is no such relationship.

Which of the following best expresses what marketers mean by attitude? A) how hard Jane will work to obtain a goal B) the preference that Sam holds for Chinese food over Mexican food C) how fast Kim learns to find her way around a new neighbourhood D) the unease that Kyle feels every time he is forced to stay in a small confined space

The functional theory of attitudes was initially developed by: A) Maslow. B) Jung. C) Fishbein. D) Katz.

According to the functional theory of attitudes, the ________ function is addressed by ads that stress straightforward product benefits. A) utilitarian B) value-expressive C) ego-defensive D) knowledge

Sarah sees an ad for a popular deodorant. In the ad, a young girl is embarrassed on prom night because of a perspiration stain on her pink prom dress. The punch line of the ad says, "Is yours strong enough when you really need it?" Sarah thinks about the brand she uses, an upcoming date with a new guy, and decides to switch to the advertised brand. Which of the following attitude functions most closely matches the decision made by Sarah? A) anxiety B) utilitarian C) knowledge D) ego-defensive

A primary application of functional theory to the strategic positioning of products is: A) that everybody uses functional theory for decision making. B) in many cases, a particular function will dominate a consumer's need. C) that functional theory is more valid and reliable as a predictor of consumer needs than other models. D) harmful to the development of favourable product associations.

Julia's favourite magazines are Vogue and Harper's Bazaar; she loves French food, travel, and social media. Which attitude function describes her motives? A) utilitarian function B) value-expressive function C) motivation function D) ego-defensive function

Which of the following attitude functions is highly relevant to lifestyle analyses? A) utilitarian function B) value-expressive function C) motivation function D) ego-defensive function

According to the functional theory of attitudes, attitudes are determined by a person's motives.

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.

If Lana wears red, flashy dresses because it says something about her lifestyle, then Lana is exhibiting the ego-defensive function of attitudes.

Janet will only drink Earl Grey tea. This tea is her attitude object.

Describe the functional theory of attitudes.

A teenager sassed his father. The father looked at his teenage son and remarked, "I don't like your attitude." How is this use of the term "attitude" both similar and dissimilar to how the term is utilized in studying consumer behaviours?

What does Katz mean by the "utilitarian function"?

Describe what Katz means by the term "value-expressive function."

Describe what Katz means by the term "ego-defensive function."

Describe what Katz means by the term "knowledge function."

Jan went to pick up some breath mints at the local convenience store on the way home for work. There was an eye-catching point-of-purchase display for a new flavour of mints on the market. She grabbed a box and went to the cash register. Afterward, she thought they tasted fine. Which of the following schematics best represents Jan's hierarchy of effects? A) affect → behaviour → cognition B) behaviour → affect → cognition C) cognition → affect → behaviour D) cognition → behaviour → affect

Most researchers agree that an attitude has three components. In the ABC model of attitudes, they are: A) attitude, behaviour, conscience. B) affect, behaviour, cognition. C) affect, behaviour, conscience. D) attitude, belief, cognition.

The concept that attempts to explain the relative impact of the three components of an attitude and the sequence of steps occurring en route to the formation of an attitude is called: A) ratio-explanation hypothesis. B) hierarchy of effects. C) attitude-belief hypothesis. D) mood-congruence effects.

Zajonc's hierarchy of effects model involves: A) cognition → affect → behaviour. B) behaviour → affect → cognition. C) affect → behaviour → beliefs. D) cognition → behaviour → affect.

Bonnie is a wine connoisseur. She has spent a lot of time studying the various wines, visiting vineyards, and perfecting her palate. Her attitude can be described as being based on: A) cognitive consistency. B) cognitive information processing. C) experiential hierarchy of effects. D) hedonic consumption.

Most researchers agree that an attitude is made up of ________ components. A) two B) three C) four D) five

Jeannette sought out lots of information, considered information carefully, and arrived at a thoughtful decision about her new home theatre system. The hierarchy exhibited here is: A) Zajonc's. B) low involvement. C) sensory selection. D) high involvement.

Marketing managers often reject the concept of low involvement by consumers in processing product or brand information because: A) it implies that much of marketing communications would be wasted effort. B) their bosses would fire them on the spot if they thought so. C) the billions spent on advertising can't be wrong. D) the proof is that consumers do buy their companies' brands.

Acme Company knows its product has little brand loyalty, and customers don't have a strong preference for its product or the competitor's. To develop a positive attitude in the market, Acme should concentrate first on the ________ their product. A) emotional aspects of B) informational process related to C) hedonic consumption of D) behavioural learnings generated by

Bill is watching a television show. When an advertisement comes on, he has a predisposition to respond to that advertisement in a favourable or unfavourable manner. This predisposition is referred to as a(n): A) advertisement potential. B) attitude toward the advertisement. C) promotional probability. D) promotional influence.

Coca-Cola's campaign "open happiness" is attempting to utilize ________ by using smiling people drinking the product, and even having the brand name form a smile within the advertisement. A) positive reinforcement B) individualism C) desire effect D) emotional contagion

Are cognition and affect two separate elements of attitudes? Affective responses do not always require prior cognitions according to the position taken by the: A) cognitive-affect model. B) experiential model. C) independence hypothesis. D) imbalanced-attribute hypothesis.

Research has shown that at least three emotional dimensions have been identified in commercials. Two of these emotional dimensions are pleasure and arousal. What is the third emotional dimension? A) pride B) serenity C) surprise D) intimidation

Simi is never quite sure which brand of gum to buy. She tries some, likes some, and rejects some. However, through a process of behavioural learning she does remember those brands that taste good and make her mouth feel fresh. The problem is that she cannot often remember the brands that are not so good and repeats purchasing mistakes. "Oh well," says Simi, "gum buying is not that big of a deal anyway." Which of the following hierarchies would most appropriately describe Simi's situation? A) experiential hierarchy B) low-involvement hierarchy C) habit hierarchy D) cognitive hierarchy

Affect refers to the way consumers feel about an attitude object.

Behaviour, in the ABC model of attitudes, involves what a person actually does, not what he intends to do with regard to an attitude object.

Jason believes that dressing formally (e.g., wearing a coat and tie) marks him as a man who is "dressed for success"; therefore, Jason dresses formally even in class or for casual occasions. Jason is basing this decision on the cognition part of the ABC model of attitudes.

High involvement with a product decision is more likely to lead to brand loyalty than low involvement.

A marketing message is a special type of an attitude object.

The attention-catching ad for the newly launched healthy cereal from a well-respected food company is repeated numerous times on Ron's favourite sports program. Ron's Aad should be positive.

Cindy is watching a television advertisement. The only elements that will influence Cindy's attitude toward the advertisement are her attitude toward the advertiser and the mood evoked by the ad.

Describe the ABC model of attitudes.

Bethany has done a lot of research into which brand of dishwasher to purchase. After weighing the various pros and cons of the brands, she makes her choice. What type of involvement has Bethany displayed and what effect is it likely to have on her relationship with the dishwasher?

John has a low involvement relationship with the bathroom tissue he buys. What can the manufacturer do to appeal to John?

Describe what is meant by the "experiential hierarchy of effects."

List some of the types of feelings that can be generated in commercials.

Josephine is a consumer who will form her attitude about her microwave using the low-involvement hierarchy of effects. What are the ramifications for an appliance company that deals with Josephine? What should they do about this type of customer?

Which of the following statements displace the attempt to form an attitude through instrumental conditioning? A) Buckley's "It tastes awful. And it works." B) The Meow Mix jingle "meow, meow, meow, meow,..." C) "Red Bull Gives You Wings." D) McDonald's "You deserve a break today" jingle.

Molson's Ale depicts one male getting turned down for a date because an attractive female notices that he drinks a brand that is NOT Molson. Shortly after, she accepts a date from a male drinking Molson beer. Molson is trying to get consumers to: A) be more assertive in product selection. B) imitate the behaviour of successful models. C) choose based on subliminal perception. D) reject competitors based on selective learning.

How strongly consumers hold an attitude toward an object is usually related to: A) their level of involvement with the attitude object. B) the available income they have in relation to the cost of the desired object. C) their belief in the objective value of the attitude object. D) the number of positive attributes the object has.

A person may eat Snickers candy bars because this is the brand that all his friends eat and he doesn't want to upset his friends. This would be an example of which kind of attitude involvement, based on degree of commitment? A) compliance B) internalization C) information acquisition D) identification

When consumers change their behaviour or form attitudes intended to increase their similarity to another person or to a group, the level of commitment to that attitude is said to result from: A) internalization. B) identification. C) socialization. D) compliance.

Roger was really angry years ago when Coca-Cola attempted to switch from its older formula to New Coke. He wrote letters to Coca-Cola, talked to friends, called the local bottler, attempted to hoard "old Coke," and complained to the local grocery store manager. In this example, which level of commitment is being displayed? A) compliance B) identification C) information acquisition D) internalization

Harmonious feelings among your thoughts, feelings, and behaviours is the underlying principle of: A) agreeable circumstances. B) selective construction. C) attitude constructs. D) cognitive consistency.

Cecilia has just purchased a new Jetta for $25 000 and is told that she has received a "super deal." A few days later she is surfing the Internet and comes across the same Jetta for $2000 less from a dealership only 100 miles away. Chances are that she will fairly quickly experience variables put forth by the theory of: A) anger-frustration. B) avoidance-acceptance. C) cognitive dissonance. D) Jungian possession.

In an experiment, two groups were asked to drink the same brand of fruit juice. One group was simply asked politely to try the drink. The second group was tricked into drinking the juice. Suppose that, on average, the second group liked the juice more than the first. How could the theory of cognitive dissonance be used to explain these results? A) It may violate a person's sense of consistency to be tricked; therefore members of the second group concluded that they really drank the juice because it tasted good. B) It may violate a person's self-esteem to be tricked; consequently the juice was liked more because the respondents had paid a higher psychological price. C) People who were asked politely would have more anticipation and more expectations of the juice than the other group. These pre-tasting conditions were harder to meet than when people were simply tricked into tasting the juice. D) It created a larger sense of cognitive dissonance in the first group because they agree to taste the juice simply by being asked. They expressed their subconscious displeasure by rating the drink more negatively than the second group.

One way we maintain cognitive consistency is by inferring that we must have liked a product (have a positive attitude) because we bought it. This is a key feature of which theory? A) looking glass B) objective self-awareness C) self-perception D) role playing

Sally considered herself to be relatively liberal in her political and social views. Her best friend introduced her to an environmental activist group. At the first meeting she attended, Sally agreed with everything that was presented and decided to join at the second meeting. At the second meeting, however, a group member presented an argument that Sally thought was "extreme." Sally later told her friend that she could never join this group because their ideas were "crazy." Which theory would best explain Sally's change of attitude? A) theory of cognitive dissonance B) social judgment theory C) balance theory D) self-perception theory

In the ABC model of attitudes, is it possible to have a hierarchy that begins with behaviour? Why? A) No. Behaviour must have a cause, which could be either a belief or an effect. B) No. All known hierarchies begin with emotional or cognitive functions. C) Yes. According to balance theory, it is possible for a person to simply react first. D) Yes. Sometimes people simply do things and use the self-perception theory to explain it after the fact.

After an automobile purchase, there is a good chance that buyers will come across some information (better price somewhere; competitor superiority) that will conflict with their purchase. Knowing this, marketers should: A) if customers call, immediately refund their purchase. B) avoid customers, and let their emotions settle down. C) call customers with additional information to support purchase. D) send customers to an information website.

Rather than selling someone on the price of a $150 000 Mercedes Benz right off the bat, marketers find that getting agreement on a variable like colour or styling first helps. This relates to the ________ technique. A) foot-in-the-door B) cognitive association C) brand strengthening D) frame of reference

We grant a certain latitude toward acceptance or rejection of new ideas about an object for which we already hold an opinion. The tendency to characterize ideas falling in the area of rejection as farther from our position than they actually are results in a(n) ________ effect. A) assimilation B) contrast C) distortion D) dissonance

A well-known actor is used in an ad to create a positive sentiment for a newly-launched innovative moisturizing cream. This is an example of the marketing application of which theory? A) cognitive dissonance B) social judgment C) balance D) self-perception

Which of the following statements about balance theory is correct? A) It takes three triads to form a complete attitude. B) A unit relation is part of a sentiment relation. C) A sentiment relation occurs where two elements are linked. D) Each triad consists of perception of an object, attitude to an object, and attitude to a person.

According to the balance theory of attitudes, one element is seen somehow as belonging to or being part of another element in a(n): A) triad. B) unit relation. C) sentiment relation. D) associative relation.

According to the balance theory of attitudes, when two elements are linked because someone has expressed a preference, either positive or negative, for the third, a(n) ________ exists. A) triad B) sentiment relation C) unit relation D) frame of reference

Mary has always had a good relationship with her mother. At the university, she met a friend whom she grew very fond of. Mary brought her new friend home to visit her family. Mary's mother really disliked her new friend. According to the balance theory, what will Mary be motivated to do? A) Mary will assimilate her mother's feelings, thereby understanding her mother without changing her attitude toward her or her new friend. B) Mary will begin to believe her own judgment is flawed and compensate by persuading herself that she really does make good judgments in her relationships. C) Mary will notice how her own behaviour was influenced by her mother and conclude that she really likes her friend better than she at first believed. D) Mary will try to get her mother to change her attitude. If that is unsuccessful Mary will change her attitude toward her mother, or toward her new friend.

When celebrity endorser Cybill Shepherd confessed that she did not eat red meat, even though she had been doing promotions for the beef industry, she was replaced as an endorser. According to balance theory, this endorsement backfired because: A) consumers believed that eating fish or chicken was better for them than eating beef. B) the star-product unit relation was questioned. C) beef had been a positively-valued attitude object. D) Cybill Shepherd herself was found not be popular with the target group.

All consumers commit to an attitude similarly, once the commitment is made.

Researchers find that promotions such as price discounts, rebates, coupons, and loyalty rewards are more effective for hedonic purchases than for utilitarian purchases.

It is impossible for a person to hold two contradictory attitudes toward the same object.

Some workers calling to raise money for a charity will purposely ask for more money than the person on the phone is willing to give. They then ask for the lower, but normal, contribution. The charity workers are attempting to create cognitive dissonance to their own advantage.

Andy Wilcox was running for mayor. His campaign manager asked people to put a small pro-Wilcox sign in their yard. Later the manager called the same people and asked if a larger sign could be placed in their yards. He was seldom turned down. This is an example of the foot-in-the-door technique.

Morris is considering joining the Marine Corps. However, he knows the corps has changed since his father joined. The participation of women in the Marine Corps is a new idea that Morris will have to think about. He realizes that to join the corps he will have to accept this idea. Morris's situation is an example of social judgment theory in action.

In balance theory, a unit relation occurs when two elements of a triad are linked because a person has expressed a preference (or dislike) for the third.

Describe the three levels of involvement affecting consumer commitment to an attitude.

How strongly or weakly a consumer is committed to a specific attitude relates to the level of involvement she has with the attitude object. Describe the strength of commitment involved in each of the levels.

What is cognitive dissonance?

Explain and illustrate the concept of post-purchase dissonance with an example.

Describe the foot-in-the-door technique and give a brief example.

Karen is in favour of designated driver systems. When she makes plans to go out with friends and sees a commercial for a company that will drive your car home for you she is likely to respond favourably. According to social judgement theory, what is happening here?

Explain how balance theory works.

How might celebrities be utilized according to balance theory?

Using balance theory, explain why a book publisher might want to use David Suzuki as a television "pitchman" for a new book about a previously unknown concept concerning climate change.

What is cognitive dissonance? Explain how it is relevant in a marketing context.

Compare the "foot-in-the-door" technique with "door-in-the-face" technique. Assume that a politician is running for a political office and give an example of the utilization of both techniques in her campaign.

Identify the elements of balance theory. Discuss possible interaction effects between unit relation and sentiment relation, and how they can be applied to marketing strategy.

The base premise of the Fishbein model is that a consumer's overall attitude about a brand is determined by a weighted average calculation of the importance of each of their ________ for each product attribute. A) emotions B) determining dimensions C) salient beliefs D) understandings

The ________ implies that a consumer's attitude toward a product can be predicted by identifying the specific beliefs held about the several product attributes and combining them into one overall measure of the consumer's attitude. A) product forecasting model B) hierarchy of effects model C) integrated-beliefs model D) multi-attribute attitude model

Kenneth is using a multi-attribute model to make a decision on which college to attend. Scholarly reputation, friendliness of students, and the adequacy of the college placement division are the most important areas that Kenneth is using to measure his list of colleges. Which of the following elements is Kenneth primarily using in his multi-attribute model to make his decision? A) attributes B) beliefs C) importance weights D) goals

Samantha is using a multi-attribute model to make a decision on which college to attend. She has decided that scholarly reputation is more important than whether the college has a good sports program. Which of the following elements is Samantha primarily using in her multi-attribute model to make her decision? A) attributes B) beliefs C) importance weights D) valences

The three components of the Fishbein model are: A) attributes, object-attribute linkages, and objects. B) salient beliefs, object-attribute linkages, and evaluation. C) attributes, beliefs, and importance weights. D) characteristics, beliefs, and importance weights.

Ben wanted to use the Fishbein model to measure attitudes toward a professional hockey team. What would Ben have to do first to use this model? A) Determine what salient beliefs people had toward professional hockey teams. B) Determine the important attributes that would pertain to a professional hockey team. C) Determine first what attitudes customers had toward the professional hockey team. D) Determine whether some fans were more loyal than others.

Multi-attribute attitude models specify three elements, which are: A) attributes, values, and beliefs. B) values, behaviours, and attributes. C) beliefs, importance weights, and values. D) attributes, beliefs, and importance weights.

Which of the following is a strategic application of multi-attribute models? A) capitalize on a brand's disadvantage B) weaken perceived product-attribute links C) avoid comparative advertising D) add a new product feature

The extended Fishbein multi-attribute model recognizes a distinction between behavioural intentions and actual behaviour. This is important because: A) most people only intend to do about 10 percent of the things they actually get around to doing. B) most people lie about their intentions, so intentions are not a very good indication of actual behaviour. C) there are often a number of factors not under the control of the individual that will hinder the ability of any model to predict behaviour perfectly. D) the model depends upon consumers' actual knowledge of the product.

Fred is trying to understand why his customers feel the way they do about the speakers he sells. He first identifies what speaker attributes are important to his customers, and then analyzes the extent to which his customers believe his speakers contain those attributes. Finally, he identifies the relative importance of each attribute. Fred is utilizing a multi-attribute attitude model.

What type of model is the Fishbein model, and what three components does it measure?

Describe the three elements most multi-attribute models specify.

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

Many attempts to correlate reported attitude toward something with actual behaviour have found: A) people cannot be trusted. B) saying something and actually doing can be very different. C) when people say something, they generally do it. D) there is a high correlation between the two.

A social pressure element was added to the extended Fishbein model because: A) people are inconsistent but stable emotionally. B) people rarely tell the truth. C) groups are not effective for strategic decision making. D) preferences of others impact individual preferences.

Despite improvements to the Fishbein model there still exist obstacles to predicting behaviour using this model. Which of the following is one of those obstacles? A) The model considers social pressure. B) The model was developed to deal with actual outcomes and not with behaviour. C) Time does not play a role in results assessment. D) Some outcomes are beyond the consumer's control.

A research firm was using Fishbein's model to measure attitudes, but found that the predictions of the model were insufficient to explain the behaviour of its client's customers. The firm decided to try the extended Fishbein model; what did they need to add to their original research? A) the age and income of the average customer B) the social class and the income of the average customer C) an attitude-tracking program D) the influence of an individual's attitude toward the act of buying

Several of the following cultural roadblocks diminish the universality of the theory of reasoned action. Which of the following statements depicts one of those roadblocks? A) The model was developed to deal with actual behaviour, not with the outcomes of behaviour. B) The model was developed to predict the performance of any involuntary act. C) The relative impact of subjective norms may vary across cultures. D) The model measures behaviour and thus presupposed that consumers are actively monitoring past behaviours at time of purchase.

The attitude accessibility perspective suggests that: A) long-term memory retrieval affects a person's attitude. B) it is difficult to access a correct attitude if there is no trigger feature present. C) behaviour is a function of a person's immediate perceptions of an attitude object in the context of the situation in which it is encountered. D) attitudes are susceptible to proactive and retroactive interference.

One of the aspects of the theory of reasoned action looks at the attitude toward buying, focusing on the perceived consequences of a purchase. It turns out that: A) a positive attitude about a product always results in a positive result post-purchase. B) knowing how someone feels about buying a product is more valid than merely knowing the person's evaluation of the product. C) injunctive norms are always more effect than descriptive norms. D) there is no definitive relationship between how someone feels about buying or using an product and its evaluation.

Knowledge of a person's attitude is an extremely good predictor of behaviour.

Research reveals that as the number of people in line behind a target customer increases, he or she would feel more pressure to conclude the transaction quickly leading to experiencing greater negative affect.

What alterations have been made to the original Fishbein model and why?

Outline three obstacles to predicting behaviour utilizing the theory of reasoned action.

Both the Fishbein model and the extended Fishbein model attempt to measure the influence of attitudes. What was the flaw in the original model and what was added in the extended model to correct this flaw?

Although the theory of reasoned action is considered an improvement over the original Fishbein model, there are still obstacles to predicting behaviour. What are these obstacles?

When the marketer communicates information about what people commonly do, a(n) ________ is being communicated. A) descriptive norm B) affiliation goal C) injunctive norm D) implicit expectation

When the marketer communicates information about what others believe the consumer should do, a(n) ________ is being communicated. A) consistency motive B) descriptive norm C) affiliation goal D) injunctive norm

The City of Calgary airs an advertisement showing other members of the community recycling their bottles and cans. This is an example of using a(n) ________ to influence attitudes and behaviour. A) consistency motive B) descriptive norm C) affiliation goal D) injunctive norm

The City of Toronto creates a series of radio spots that communicate the social expectation that city residents should compost their organic household waste. This is an example of using a(n) ________ to influence attitudes and behaviour. A) consistency motive B) affiliation goal C) injunctive norm D) implicit expectation

Shirley tends to keep her room tidy, a task her mother requests of her. This is a response to what? A) subjective norms B) injunctive norms C) peer pressure D) social judgment

A hotel leaves the message: "JOIN YOUR FELLOW GUESTS IN HELPING TO SAVE THE ENVIRONMENT" in the bathrooms of their guest rooms. This is an example of using a(n): A) consistency motive. B) descriptive norm. C) affiliation goal. D) implicit expectation.

A descriptive norm: A) communicates what people commonly do. B) communicates what is counternormative in society. C) non-verbally communicates interpersonal feedback. D) communicates what others in society expect of us.

An injunctive norm: A) communicates what people commonly do. B) communicates what is counternormative in society. C) communicates what others in society approve of. D) verbally communicates negative reinforcement.

The "Rock the Vote" campaign used musicians and rock stars to communicate that voting is something that we all should be doing. This is an example of using a(n): A) behavioural judgment. B) descriptive norm. C) affiliation goal. D) injunctive norm.

Cues that connect the descriptive norm to the immediate setting enhance the impact of the descriptive norm.

Define a descriptive norm. Give an example.

Define an injunctive norm. Give a short example.

Compare and contrast descriptive norms and injunctive norms. Give an example of how each might be used in a city-wide campaign encouraging consumers to recycle.