Question 1

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.

Accepted Answer

The cognition part of the ABC model of attitudes refers to beliefs or thoughts about an object, which in this case is Jason's belief that dressing formally marks him as "dressed for success."

Question 2

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.

Accepted Answer

The ad is attention-catching and is repeated numerous times on Ron's favorite sports program, which suggests that Ron is likely to notice and be positively influenced by the ad.

Question 3

Are cognition and affect two separate elements of attitudes? Affective responses do not always require prior cognitions according to the position taken by the:

Accepted Answer

The independence hypothesis suggests that cognition and affect are separate components of attitudes, meaning affective responses can occur independently of cognitive processes.

Question 4

Most researchers agree that an attitude is made up of ________ components.

Accepted Answer

Most researchers agree that an attitude is made up of three components: cognitive, affective, and behavioral. The cognitive component involves beliefs and thoughts, the affective component involves feelings and emotions, and the behavioral component involves actions or behaviors towards an object or situation.

Question 5

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):

Accepted Answer

Attitude toward the advertisement refers to a viewer's predisposition to respond in a favorable or unfavorable manner to a particular advertising message before actually viewing it. This concept captures the preconceived notions or feelings a person has towards an advertisement, which can significantly influence how the message is received and interpreted.

Question 6

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

Accepted Answer

Affect is indeed a term used in marketing and psychology to describe the emotions or feelings a consumer has towards a product, brand, or service, which is what is meant by an "attitude object" in this context.

Question 7

Zajonc's hierarchy of effects model involves:

Accepted Answer

Zajonc's hierarchy of effects model suggests that affect (feelings) leads to behavior, which then influences beliefs or cognition.

Question 8

Most researchers agree that an attitude has three components. In the ABC model of attitudes, they are:

Accepted Answer

The ABC model of attitudes consists of three components: affect (emotions or feelings), behavior (actions or conduct), and cognition (thoughts or beliefs).

Question 9

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?

Accepted Answer

Simi's situation is described by the low-involvement hierarchy because her decision-making process involves minimal effort and consideration, typical of low-involvement purchases like buying gum. She does not engage in extensive information search or evaluation, indicating a low level of involvement with the product.

Question 10

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.

Accepted Answer

The "open happiness" campaign by Coca-Cola uses emotional contagion by showing smiling people enjoying the product, aiming to transfer those positive emotions to the viewer and associate happiness with the brand.

Question 11

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.

Accepted Answer

The answer of Acme Company knows its product has little...

Question 12

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:

Accepted Answer

Jeannette's behavior of seeking out lots of information and carefully considering it before making a decision indicates a high level of involvement in the decision-making process, which is characteristic of high involvement hierarchy. This approach is typically used for decisions that are important to the individual, such as purchasing a new home theatre system.

Question 13

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:

Accepted Answer

The answer of Bonnie is a wine connoisseur. She has...

Question 14

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:

Accepted Answer

The hierarchy of effects model explains the sequence of steps that occur from the moment a consumer is exposed to an advertisement or message to the point where they form an attitude towards the product or brand. This model outlines how consumers move through stages of cognition (thinking), affect (feeling), and conation (doing) in forming attitudes.

Question 15

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?

Accepted Answer

The answer of Research has shown that at least three...

Question 16

Marketing managers often reject the concept of low involvement by consumers in processing product or brand information because:

Accepted Answer

Low involvement implies that consumers do not actively seek out and process product information, which suggests that traditional marketing communications (such as advertising) might not be as effective as marketers would hope. This challenges the effectiveness of significant marketing efforts and expenditures.

Question 17

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

Accepted Answer

A marketing message is considered a special type of an attitude object because it is designed to influence the attitudes, perceptions, and behaviors of its target audience, fitting the broader definition of an attitude object as anything toward which one has an attitude.

Question 18

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

Accepted Answer

High involvement with a product decision often means the consumer is more engaged and has spent more time evaluating their options, leading to a stronger commitment to the chosen brand and thus higher brand loyalty.

Question 19

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?

Accepted Answer

The answer of Jan went to pick up some breath...

Question 20

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.

Accepted Answer

The answer of Behaviour, in the ABC model of attitudes,...

Quiz 7: Attitudes