Chapter 11 Test Bank
1. A learned predisposition to respond in a consistently favorable or unfavorable manner with respect to a given
object is known as a(n)
A. belief.
B. emotion.
C. attitude.
D. cognition.
E. attribute.
2. Caleb learned from his parents that littering was bad, so when he sees someone doing it, he forms an unfavorable
impression of that person. Caleb’s learned predisposition to dislike someone who litters represents his
A. emotion.
B. personality.
C. attitude.
D. orientation.
E. intelligence.
3. Quaker Oats contains zero milligrams of sodium. This is an example of what type of belief?
A. conspicuous belief
B. benefit belief
C. dominant belief
D. feature belief
E. inherent belief
4. Marketers must promote __________ rather than __________, especially for less knowledgeable consumers and
for complex products.
A. features, benefits
B. benefits, avoidance
C. benefits, features
D. features, contents
E. consistency, inconsistency
5. Which component of attitudes consists of a consumer’s beliefs about an object?
A. affective
B. cognitive
C. factual
D. behavioral
E. utilitarian
11-3
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of McGraw-Hill Education.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Moderate
Gradable: automatic
Learning Objective: 11-02 Summarize the three components of attitudes.
Topic: Cognitive Component
6. Mitch likes Toyota automobiles because he thinks they have the highest reliability of all automobiles. His belief
about Toyota’s reliability represents which component of Mitch’s attitude?
A. affective
B. cognitive
C. factual
D. behavioral
E. utilitarian
7. Which of the following is used to understand a consumer’s cognitive component of attitude?
A. attribution theory
B. cognitive dissonance theory
C. multiattribute attitude model
D. attitude consistency theory
E. attitude perception model
8. Which of the following can be a component of a multiattribute model?
A. a consumer’s attitude toward a particular brand
B. a consumer’s belief about how a brand performs on a given attribute
C. the importance the consumer attaches to an attribute
D. a consumer’s ideal level of performance on an attribute
E. All of these choices are correct.
9. Duane is attempting to determine consumers’ attitudes toward his restaurant by asking them their beliefs about
how his restaurant performs on several attributes, such as price, ambience, quality of the food, and friendliness of
service. Consumers can rate his restaurant with a score of 1 to 7 for each of these attributes, with 7 being the highest.
Duane adds up the scores to see how he performs, using the assumption that a higher total is better. At a basic level,
which type of model is Duane using?
A. multiattribute attitude model
B. cognitive assessment model
C. belief assessment model
D. summation model
E. attribute heuristic model
10. An approach to measuring the importance of attitude components that requires consumers to allocate 100 points
among the components such that the distribution of the points reflects the relative importance of the component is
A. perceptual mapping.
B. the Likert scale.
C. the semantic differential scale.
D. the rank-order scale.
E. None of these choices are correct.
11-5
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of McGraw-Hill Education.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Moderate
Gradable: automatic
Learning Objective: 11-02 Summarize the three components of attitudes.
Topic: Cognitive Component
11. When considering consumers’ ideal levels of performance on attributes when using a multiattribute attitude
model, which attitude index is best?
A. 0
B. 25
C. 50
D. 100
E. over 100
12. Feelings or emotional reactions to an object reflect the __________ component of an attitude.
A. knowledge
B. cognitive
C. affective
D. behavioral
E. orientation
13. Kimberly-Clark is interested in mothers’ emotional reactions to their Huggies brand of disposable diapers, which
usually have popular characters or cute designs printed on them. Which component of attitude is Kimberly-Clark
interested in?
A. knowledge
B. cognitive
C. affective
D. behavioral
E. orientation
14. Janice and her mother were visiting an art gallery, and they were looking at modern art. When they came to one
painting, Janice said, “I like that.” When her mother asked her why she liked it, all she could say was, “I don’t know,
I just like it.” Which component of attitude does this represent?
A. cognitive
B. affective
C. behavioral
D. latent
E. manifest
15. Nike has several models of athletic shoes, and most have high functionality. However, several models are also
sleek looking and can actually make a fashion statement for the wearer as well as performing the functional aspects
of the product. By going beyond the cognitive associations of functionality and attempting to tap consumers’
affective reactions, Nike and other marketers are developing products with
A. aesthetic appeal.
B. aspirational appeal.
C. benefit appeal.
D. social appeal.
E. personality appeal.
16. SAM (Self-Assessment Manikin) is used to assess which component of attitude?
A. cognitive
B. affective
C. behavioral
D. orientation
E. personality
17. Why are the SAM and AdSAM measures effective across cultures?
A. because the pictorial representations don’t require translation or alteration
B. because the numerical representations don’t require translation or alteration
C. because they are based on emotions
D. because they are based on attitudes
E. because the musical representations do not include lyrics
11-8
Copyright © 2019 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent
of McGraw-Hill Education.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Moderate
Gradable: automatic
Learning Objective: 11-02 Summarize the three components of attitudes.
Topic: Affective Component
18. Which component of attitude represents one’s tendency to respond in a certain manner toward an object or
activity?
A. cognitive
B. affective
C. behavioral
D. orientation
E. personality
19. How are actual behaviors and response tendencies most often measured?
A. physiological measures
B. multiattribute models
C. SAM and adSAM
D. direct questioning
E. 100-point constant-sum scales
20. Which of the following statements adequately reflects the concept of attitude component consistency?
A. All three attitude components do not change over time.
B. A change in one attitude component tends to produce related changes in the other components.
C. The three attitude components operate independently from each other, so a change in one component does not
necessarily mean the others will change.
D. All three attitude components are equal in their influence on one’s attitude.
E. Each component is equally important regardless of the situation.
21. Which of the following is a factor that may account for inconsistencies between measures of beliefs and feelings
and observations of behavior?
A. lack of need
B. failure to consider relative attitudes
C. failure to consider interpersonal influence
D. failure to consider situational factors
E. All of these choices are correct.
22. Which of the following is not a factor accounting for inconsistencies between measures of beliefs and feelings
and observations of behavior?
A. lack of need
B. lack of ability
C. weakly held beliefs and affect
D. failure to consider negative reactions
E. failure to consider interpersonal influence
11-10
Copyright © 2019 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent
of McGraw-Hill Education.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Hard
Gradable: automatic
Learning Objective: 11-02 Summarize the three components of attitudes.
Topic: Component Consistency
23. Madeline has a(n) __________ toward Coke, whereby she simultaneously really likes the taste but also is really
negative about the brand because it has high calories.
A. relative attitude
B. lack of ability
C. ambivalent attitude
D. interpersonal influence
E. All of these choices are correct.
24. Attitude components tend to be
A. inconsistent.
B. consistent.
C. irregular.
D. disparate.
E. None of these choices are correct.
25. Which of the following is a strategy for altering the cognitive component of a consumer’s attitude?
A. change beliefs
B. shift importance
C. add beliefs
D. change ideal
E. All of these choices are correct.
26. For years, American automobiles did not have the level of quality that foreign, particularly Japanese,
automobiles had. However, that has changed, and most automobiles built in the United States have comparable or
superior quality than imports. Consumers’ attitudes are slow to change, however, and marketers must use which
strategy to change the cognitive component of consumers’ attitudes?
A. change beliefs
B. shift importance
C. add beliefs
D. change ideal
E. change feelings
27. In an attempt to alter consumers’ cognitive component of their attitude toward Pepsi brand of cola, a freshness
date was added on the cans. Pepsi wanted consumers to consider this attribute that was never a consideration before.
Pepsi was using which strategy to alter the cognitive structure of a consumer’s attitude?
A. change beliefs
B. shift importance
C. add beliefs
D. change ideal
E. change feelings
28. Which of the following is an approach used by marketers to increase consumers’ affect toward their brand?
A. classical conditioning
B. create a positive affect toward the ad or website
C. mere exposure
D. classical conditioning and create a positive affect toward the ad or website
E. classical conditioning, create a positive affect toward the ad or website and mere exposure
29. The owner of a local restaurant wants to enhance consumers’ attitudes toward his restaurant by changing the
affective component of their attitude. Which of the following is an appropriate approach to achieve this objective?
A. Change consumers’ beliefs about attributes of his restaurant.
B. Use positive music in their advertisements so that over time consumers will transfer the positive affect associated
with the music to the restaurant.
C. Convince consumers that an attribute for which this restaurant is strong is more important than other attributes
consumers consider for this product category.
D. Inform consumers that delivery is now available.
E. Offer coupons to get consumers to visit the restaurant.
30. Simply presenting a brand to an individual on a large number of occasions to make the individual’s attitude
toward the brand more positive is known as
A. mere exposure.
B. the familiarity effect.
C. positive exposure.
D. repetitive exposure.
E. the saturation effect.
31. How does mere exposure enhance attitudes?
A. by changing beliefs
B. by adding beliefs
C. through enhanced familiarity
D. through shifting importance
E. by changing perceptions of the ideal
32. For which type of products can affect, emotions, and Aad play a role in more conscious, high-involvement
settings?
A. durable products
B. hedonic products
C. services
D. high-price products
E. nondurable products
33. Online marketers attempt to simulate “touch” by creating a(n)
A. online simulated experience.
B. virtual direct experience.
C. enhanced content, such as videos for experiential products.
D. ability to experience products in a virtual context.
E. All of these choices are correct.
11-15
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of McGraw-Hill Education.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Easy
Gradable: automatic
Learning Objective: 11-03 Discuss attitude change strategies associated with each attitude component.
Topic: Change the Behavioral Component
34. Changing behavior prior to changing affect or cognition is based primarily on
A. classical conditioning.
B. operant conditioning.
C. iconic rote learning.
D. analytical reasoning.
E. mere exposure.
35. Which of the following is a common technique for inducing trial behavior?
A. coupons
B. free samples
C. point-of-purchase displays
D. tie-in purchases
E. All of these choices are correct.
36. Which of the following is an individual factor that can influence attitude change?
A. program context
B. level of viewer distraction
C. buying occasion
D. consumer knowledge
E. All of these choices are correct.
37. Which of the following is a theory about how attitudes are formed and changed under varying conditions of
involvement?
A. cognitive dissonance theory
B. theory of reasoned action
C. elaboration likelihood model
D. attribution theory
E. noncompensatory theory
38. The elaboration likelihood model posits two routes to persuasion, which are the
A. primary route and secondary route.
B. temporary route and permanent route.
C. central route and peripheral route.
D. manifest route and latent route.
E. direct route and indirect route.
11-17
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of McGraw-Hill Education.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Easy
Gradable: automatic
Learning Objective: 11-04 Describe the elaboration likelihood model of persuasion.
Topic: Individual and Situational Characteristics that Influence Attitude Change
39. Carissa is highly involved is a purchase decision for a new car. She has searched the Internet, visited car
dealerships, talked to friends and family, and paid attention to advertisements. According to the elaboration
likelihood model, by which route is Carissa likely to be persuaded?
A. primary route
B. secondary route
C. central route
D. peripheral route
E. direct route
40. Which of the following is false regarding the central route to persuasion in the elaboration likelihood model?
A. Consumers exhibit high involvement with the product, message, or decision.
B. Consumers exhibit strong attention focused on central, product-related features and factual information.
C. Consumers experience conscious thoughts about product attributes and use outcomes.
D. Persuasion operates through classical conditioning.
E. Persuasion generally alters product beliefs.
41. Dana is watching television when a commercial for a brand of bathroom cleaner comes on. She is not very
interested in the product category, but the ad was entertaining and made her laugh. As a result, she had a positive
attitude toward the brand of cleaner advertised. According to the elaboration likelihood model, which route to
persuasion influenced Dana?
A. primary route
B. secondary route
C. central route
D. peripheral route
E. indirect route
42. Generally speaking, compared to attitudes formed under the peripheral route, attitudes formed under the central
route tend to be
A. stronger.
B. more resistant to counterpersuasion attempts.
C. more accessible from memory.
D. more predictive of behavior.
E. All of these choices are correct.
43. Addison is a brand manager and wants consumers to form attitudes that are strong, resistant to counterpersuasion
attempts, more accessible from memory, and more predictive of behavior. Which route of the elaboration likelihood
model should he encourage consumers to take?
A. primary route
B. secondary route
C. central route
D. peripheral route
E. direct route
44. __________ is the first strategy a loyal consumer uses when their favorite brand is attacked with negative
information.
A. avoiding
B. discrediting
C. discounting
D. containment
E. skipping
45. A loyal consumer will often use __________ to protect their brand by reducing the importance they put on a
given attribute.
A. avoiding
B. discrediting
C. discounting
D. containment
E. skipping
11-20
Copyright © 2019 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent
of McGraw-Hill Education.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Easy
Gradable: automatic
Learning Objective: 11-04 Describe the elaboration likelihood model of persuasion.
Topic: Consumer Resistance to Persuasion
46. __________ is used by loyal consumers, whereby they “seal off” the negative information as a way to
quarantine.
A. avoiding
B. discrediting
C. discounting
D. containment
E. skipping
47. The source of a communication represents
A. “how” a message is communicated.
B. “who” delivers the message.
C. the “what” of the message.
D. the “when” of the message.
E. the “where” of the message.