978-1260100044 Test Bank Chapter 11 Part 3

11-32

of McGraw-Hill Education.

AACSB: Analytical Thinking

Accessibility: Keyboard Navigation

Blooms: Remember

Difficulty: Moderate

Gradable: automatic

Learning Objective: 11-05 Describe the role of message source, appeal, and structure on attitudes.

Topic: Message Structure Characteristics

76. For years, L’Oreal hair color would say in their ad that L’Oreal is “expensive, but you’re worth it.” This is an

example of which type of advertisement?

A. truthful message

B. one-sided message

C. two-sided message

D. negative/positive message

E. balanced message

77. __________ refers to presenting one of two equivalent value outcomes either in positive or gain terms or in

negative or loss terms.

A. Message sidedness

B. Message framing

C. Benefit segmentation

D. Positive/negative message

E. Priming

78. The simplest form of message framing where only a single attribute is the focus of the frame is known as

A. priming.

B. a one-sided message.

C. goal framing.

D. simple framing.

E. attribute framing.

79. Which type of message framing stresses either the positive outcomes of performing a behavior or the negative

outcomes of not performing a behavior?

A. attribute framing

B. two-sided framing

C. goal framing

D. end-state framing

E. benefit/loss framing

80. Segmenting consumers on the basis of their most important attribute or attributes is called

A. benefit segmentation.

B. demographic segmentation.

C. psychographic segmentation.

D. attribute segmentation.

E. utilitarian segmentation.

11-34

of McGraw-Hill Education.

AACSB: Analytical Thinking

Accessibility: Keyboard Navigation

Blooms: Remember

Difficulty: Easy

Gradable: automatic

Learning Objective: 11-06 Discuss segmentation and product development applications of attitudes.

Topic: Market Segmentation

True or False Questions

81. The cognitive component of attitude consists of a consumer’s beliefs about an object.

82. The logic underlying the multiattribute attitude model is that all the components of an attitude are generally

inconsistent.

83. The affective component of an attitude is one’s tendency to respond in a certain manner toward an object or

activity.

84. One critical aspect of attitudes is that all three components tend to be consistent.

85. Four basic marketing strategies used for altering the cognitive structure of a consumer’s attitude are: change

beliefs, shift importance, add beliefs, and change ideal.

86. There is evidence that affect or brand preference may be increased by mere exposure.

87. The elaboration likelihood model (ELM) of persuasion posits two routes to persuasion: direct route and indirect

route.

88. If competing brands are comparable in terms of product features (central cues), then consistent with the

elaboration likelihood model, under high involvement, peripheral cues like pleasant music will have no influence on

brand preferences.

89. A credible source can enhance message processing and acceptance.

90. Sponsorship occurs when a company provides financial support for an event.

91. Research has shown that using high levels of fear in advertising such that consumers feel threatened are the most

effective.

11-37

of McGraw-Hill Education.

AACSB: Analytical Thinking

Accessibility: Keyboard Navigation

Blooms: Remember

Difficulty: Hard

Gradable: automatic

Learning Objective: 11-05 Describe the role of message source, appeal, and structure on attitudes.

Topic: Appeal Characteristics

92. Broadcast media, particularly television, appear to be better vehicles for comparative advertisements, because

broadcast lends itself to more thorough comparisons.

93. Value-expressive appeals involve informing the consumers of one or more functional benefits that are important

to the target market.

94. A two-sided message presents both good and bad points.

95. The simplest form of message framing is attribute framing, where only a single attribute is the focus of the

frame.

96. In a goal framing setting, a positive frame is generally the most effective.

97. Segmenting consumers on the basis of the most important attribute or attributes is called benefit segmentation.

11-39

of McGraw-Hill Education.

Essay Questions

98. A local Kia automobile dealership owner conducted some informal market research and found that many

consumers had negative attitudes toward this brand. Explain what can be done to change the cognitive component of

consumers’ attitudes.

Explanation:

Four basic marketing strategies are used for altering the cognitive structure of a consumer’ s attitude:

99. Harrison is very involved with any type of electronic product, such as televisions, sound systems, smartphones,

and computers. According to the elaboration likelihood model (ELM), explain how marketers of these types of

100. Name and describe the three defense mechanisms loyal consumers use to avoid changing their attitudes.

Explanation:

Three defense mechanisms loyal consumers use to avoid brand attacks:

11-40

of McGraw-Hill Education.

AACSB: Analytical Thinking

Accessibility: Keyboard Navigation

Blooms: Understand

Difficulty: Moderate

Gradable: manual

Learning Objective: 11-04 Describe the elaboration likelihood model of persuasion.

Topic: Consumer Resistance to Persuasion

101. Companies spend millions of dollars each year for celebrities to appear in their marketing communications.

Explain why this might be a good investment. That is, discuss the reasons why celebrity endorsers are effective.

102. Compare and contrast one-sided and two-sided messages, and explain why marketers would use a two-sided

message.

Chapter 11 Test Bank Summary