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Chapter 05—Attitudes Based on High Effort
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Page 1
1. Personality is a relatively global and enduring evaluation of an object, issue, person, or action.
a.
True
b.
False
ANSWER:
False
2. The affective function influences consumers' thoughts.
a.
True
b.
False
ANSWER:
False
3. Favorability refers to how easily and readily an attitude can be retrieved from memory.
a.
True
b.
False
ANSWER:
False
4. Cognitive responses are the thoughts a person has when he or she is exposed to a communication, which may take the
form of recognitions, evaluations, associations, images, or ideas.
a.
True
b.
False
ANSWER:
True
5. A way to decrease counterarguments is through the disrupt-then-reframe technique.
a.
True
b.
False
ANSWER:
True
6. Sources are credible when they have one or more of three characteristics: trustworthiness, expertise, and status.
a.
True
b.
False
ANSWER:
True
7. Two-sided messages are marketing messages that present only positive information.
a.
True
b.
False
ANSWER:
False
8. A direct comparative message is the most common type of message in an ad.
a.
True
b.
False
ANSWER:
False
9. Direct comparative messages have high credibility.
a.
True
b.
False
ANSWER:
False
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Page 2
10. Perceived attractiveness is an important source characteristic affecting high-effort, emotionally based attitudes of
consumers.
a.
True
b.
False
ANSWER:
True
11. Research indicates that fear appeals that evoke guilt, regret, or challenge are ineffective in influencing consumers.
a.
True
b.
False
ANSWER:
False
12. Consumers tend to like a brand or product when there is a close match between their emotional receptivity and the
emotional intensity expressed in an ad or by a salesperson.
a.
True
b.
False
ANSWER:
True
13. Consumers with promotion-focused goals are motivated to act in ways to achieve positive outcomes, focusing on
hopes, wants, and accomplishments.
a.
True
b.
False
ANSWER:
True
14. Informative ads tend to be less liked and generate negative consumer responses than ads that are not informative.
a.
True
b.
False
ANSWER:
False
15. The hedonic dimension is when an ad provides information rather than creates feelings.
a.
True
b.
False
ANSWER:
False
16. According to the theory of reasoned action model, normative factors do not affect consumers' attitude–behavior
relationship.
a.
True
b.
False
ANSWER:
False
17. People who are guided more by their own internal dispositions, called low self-monitors, are more likely to exhibit
similar behavior patterns across situations than high self-monitors.
a.
True
b.
False
ANSWER:
True
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18. _____ is an overall evaluation that expresses how much consumers like or dislike an object, issue, person, or action.
a.
Ability
b.
An attitude
c.
Motivation
d.
An opportunity
e.
Exposure
ANSWER:
b
19. In the context of attitudes, which of the following describes how attitudes influence consumers' behavior?
a.
Affective involvement
b.
Cognitive function
c.
Emotional contagion
d.
Connative function
e.
Affective function
ANSWER:
d
20. _____ refers to how much consumers like or dislike something.
a.
Attitude accessibility
b.
Attitude confidence
c.
Persistence
d.
Favorability
e.
Resistance
ANSWER:
d
21. _____ refers to how easily and readily an attitude can be retrieved from memory.
a.
Favorability
b.
Attitude accessibility
c.
Attitude confidence
d.
Persistence
e.
Resistance
ANSWER:
b
22. Attitude confidence refers to:
a.
how much we know about a product.
b.
how strongly we hold an attitude.
c.
how easily and readily an attitude can be retrieved from memory.
d.
how our evaluations regarding a brand are mixed.
e.
how much we like or dislike something.
ANSWER:
b
23. _____ in attitudes occurs when our evaluations regarding a brand are mixed.
a.
Ambivalence
b.
Persistence
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c.
Resistance
d.
Confidence
e.
Endurance
ANSWER:
a
24. Sapone Inc. is a leading clothing manufacturer. Linda likes the patterns and the fit of its clothes, but she is not satisfied
with their quality and price. She routinely tries clothes from different clothing brands when she hears positive reviews
about them. In this case, Linda's attitude toward Sapone Inc. can be characterized as having _____.
a.
confidence
b.
persistence
c.
resistance
d.
ambivalence
e.
endurance
ANSWER:
d
25. Some researchers have used the term central-route processing to describe the:
a.
attitude formation and change process when consumer processing effort is high.
b.
superficial analysis and processing of a message.
c.
attitude formation and change that involves low elaboration.
d.
attitude change when consumers' motivation, ability, and opportunity is low.
e.
approach that suggests that attitudes are based on emotions.
ANSWER:
a
26. Robert has developed a favorable attitude toward a brand of stationery known as Impress because the brand is eco-
friendly and promotes sustainability. He has since learned, through his own research, that Impress also engages in fair
trade practices. Robert's attitude formation is an example of _____.
a.
attitude formation based on emotions
b.
central-route processing
c.
the endowment effect
d.
the sleeper effect
e.
normative influence
ANSWER:
b
27. The term _____ has been used to describe the attitude formation and change process when effort is low on the part of
the consumer.
a.
endowment effect
b.
online processing
c.
peripheral-route processing
d.
sleeper effect
e.
reasoning by analogy
ANSWER:
c
28. Which of the following statements is true of peripheral-route processing?
a.
Consumers' attitudes are based on tangential analysis of the message.
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b.
It involves high elaboration on the part of the consumer.
c.
It happens when consumers' motivation, ability, and opportunity is high.
d.
It is an approach to attitude formation based on emotion.
e.
Consumers form strong, accessible, and confidently held attitudes that are persistent and resistant to change.
ANSWER:
a
29. Under peripheral-route processing, consumers' attitudes are based on:
a.
the true merits of the message.
b.
their high elaboration.
c.
the central issues contained within the message.
d.
the superficial cues within the message.
e.
their emotional experiences associated with the offering.
ANSWER:
d
30. Which of the following statements is true of cognitive responses?
a.
Cognitive responses are generally more influential than affective responses.
b.
Source derogations result in a favorable initial attitude or resistance to attitude change.
c.
Consumers exert little effort in responding to a direct marketing message.
d.
Consumers form attitudes based on their cognitive responses.
e.
Source derogations are thoughts that express agreement with the message.
ANSWER:
d
31. According to _____, consumers exert a lot of effort in responding to a message.
a.
the cognitive response model
b.
Weber's theory
c.
Weber's law
d.
Hofstede's law
e.
the affective cognition theory
ANSWER:
a
32. Brad often watches advertisements for acne removal creams. When he listens to claims that the product makes the
users' skin clearer in a few hours, he wonders, "No one's skin can become clear within hours. The product will not work."
Brad's thoughts are examples of _____.
a.
support arguments
b.
reasoning by analogy
c.
counterarguments
d.
one-sided messages
e.
credibility
ANSWER:
c
33. Sarah, a fitness enthusiast, watches a TV advertisement for the latest type of fitness equipment. She is impressed by
the product and thinks that she needs to buy the equipment as soon as possible. In this case, Sarah's thoughts are examples
of _____.
a.
subjective norms
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b.
normative factors
c.
strong arguments
d.
source derogations
e.
support arguments
ANSWER:
e
34. _____ are thoughts that express disagreement with the message.
a.
One-sided arguments
b.
Counterarguments
c.
Affective responses
d.
Comparative arguments
e.
Source derogations
ANSWER:
b
35. Mousetrap Corp.'s new advertisements feature Harris, a celebrity. Harris endorses the firm's products and claims that
the products work wonders. Some consumers who were dissatisfied with the firm's products view the ad and think that he
had been paid to present a positive picture of Mousetrap Corp. In this scenario, the consumers' responses are examples of
_____.
a.
the endowment effect
b.
source attractiveness
c.
source derogations
d.
the sleeper effect
e.
one-sided messages
ANSWER:
c
36. The _____ are analytical processes that explain how consumers form and change attitudes.
a.
affective response models
b.
expectancy-value models
c.
emotional appeal models
d.
fear appeal models
e.
affective heuristic models
ANSWER:
b
37. Expectancy-value models are analytical processes that explain:
a.
the different levels of abstractness in the associations that a consumer has about concepts.
b.
the beliefs or knowledge consumers have about an object or action.
c.
how fear or anxiety are elicited by stressing negative consequences.
d.
how losses loom larger than gains for consumers even when the two outcomes are of the same magnitude.
e.
how consumers' cultures can vary along four main value dimensions.
ANSWER:
b
38. _____ is the model that provides an explanation of how, when, and why attitudes predict consumer behavior.
a.
Weber's law
b.
The body feedback theory
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c.
Hofstede's law
d.
The prospect theory
e.
The theory of reasoned action
ANSWER:
e
39. Which of the following statements is true of source credibility?
a.
Credible sources convince even those consumers who hold their existing attitude with confidence.
b.
Consumers are more likely to believe that a source is credible when the source endorses multiple products.
c.
Consumers tend to believe official sources are more credible than ordinary people.
d.
The sleeper effect does not occur when a message is delivered by a low-credibility source.
e.
Sources are credible when they are trustworthy, have expertise, and have high status.
ANSWER:
e
40. Who among the following is a low-credibility source?
a.
John, an airline employee, who advertises the airline he works for
b.
Daniel, a basketball player, who endorses an energy drink
c.
William, an actor, who endorses multiple products
d.
Jefferson, the CEO of a company, who has several years of experience in business management
e.
Marcus, a police officer, who advertises a home protection method
ANSWER:
c
41. _____ occurs when consumers forget the source of a message more quickly than they forget the message.
a.
Attitude confidence
b.
Symbolic motivation
c.
Emotional contagion
d.
The sleeper effect
e.
The endowment effect
ANSWER:
d
42. Jeremiah watched an advertisement for a breakfast cereal on TV. The advertisement was endorsed by a famous actor.
After a few weeks, he could not remember the actor who was featured in the ad, but he could remember the message of
the ad. This is an example of _____.
a.
attitude confidence
b.
symbolic motivation
c.
emotional contagion
d.
the endowment effect
e.
the sleeper effect
ANSWER:
e
43. Which of the following statements is true of strong arguments in a message?
a.
Consumers are persuaded by a message containing a strong argument when they devote sufficient cognitive
resources to processing the information.
b.
Combining a strong argument with an implicit conclusion in an ad message engenders less favorable brand
attitudes among consumers with a high need for cognition.
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c.
Strong arguments have a greater effect on behavioral intentions when consumers focus on the outcome of
using a product rather than on the process of using it.
d.
Strong arguments concentrate on presenting a negative and limited viewpoint through the message.
e.
Strong arguments have a negative effect on behavioral intentions, especially for low-to moderate-involvement
products.
ANSWER:
a
44. A two-sided message is one that:
a.
contains both positive and negative information.
b.
contains information from two different sources.
c.
has both hedonic and utilitarian aspects.
d.
uses two types of comparative advertising.
e.
opens up communication between two sources.
ANSWER:
a
45. Which of the following statements is true of comparative messages?
a.
Negatively framed comparative messages are more effective for promotion-focused consumers than positively
framed comparative messages.
b.
Comparative messages are useful in changing a consumer's negative first impression of a brand or company.
c.
The most common type of comparative messages is the direct comparative message.
d.
Comparative messages show how much better the offering is than a competitor's offering.
e.
When motivation, ability, and opportunity is high, consumers are more likely to confuse the advertised brand
with its competition.
ANSWER:
d
46. An indirect comparative message is:
a.
one in which the offering is compared with those of unnamed competitors.
b.
a message delivered by a low-credibility source.
c.
a thought that discounts or attacks the message source.
d.
a message that is forgotten more quickly than the source.
e.
one in which a company's new product is compared to its original product.
ANSWER:
a
47. With direct comparative advertising, advertisers:
a.
explicitly name a competitor or set of competitors and attack them on the basis of an attribute or benefit.
b.
present two-sided messages about their offerings.
c.
show an offering that has features similar to that of a competitor's offering.
d.
explicitly discount or attack the competitor's message source.
e.
use the disrupt-then-reframe technique to disrupt consumers' cognitive processing of the communication.
ANSWER:
a
48. Ruelis Corp. is working on a new set of TV commercials. In one of its commercials, the company's product is
displayed alongside a product from an unnamed company. The commercial compares one of its products with the other
company's product. In this scenario, the commercial is using _____.
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a.
word-of-mouth advertising
b.
source derogation
c.
emotional contagion
d.
fear appeal
e.
indirect comparative advertising
ANSWER:
e
49. Which of the following statements is true of direct comparative messages?
a.
Direct comparative messages are effective in generating attention and brand awareness.
b.
Direct comparative messages are used when an offering has a feature that is similar to that of a competitor's.
c.
Direct comparative messages are messages in which an offering is compared with those of unnamed
competitors.
d.
Direct comparative messages have high credibility compared with other forms of messages.
e.
Direct comparative messages are the most common type of comparative messages.
ANSWER:
a
50. Freulia Corp. is a manufacturer of personal care products. In one of its TV advertisements, the shampoo manufactured
by Freulia Corp. is placed near the shampoo manufactured by Magnira Corp., another manufacturer of personal care
products. The advertisement compares the features of Freulia Corp.'s shampoo with Magnira Corp.'s. This is an example
of _____.
a.
word-of-mouth advertising
b.
a counterargument
c.
the sleeper effect
d.
product placement
e.
direct comparative advertising
ANSWER:
e
51. _____ refers to the extent to which consumers are emotionally connected to a product or ad.
a.
Persistence
b.
Relevance
c.
Credibility
d.
Engagement
e.
Accessibility
ANSWER:
d
52. Which of the following best defines affective responses?
a.
They are thoughts that express disagreement with a message.
b.
They are feelings and images in response to a message.
c.
They are recognitions and evaluations in response to a message.
d.
They are thoughts that discount or attack the message source.
e.
They are responses generated through central-route processing.
ANSWER:
b
53. Which of the following statements is true of affective responses?
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a.
Consumers use analytical process of attitude formation to generate affective responses.
b.
They are generally more influential than cognitive responses in shaping consumers' attitudes toward products.
c.
They take the form of recognitions and evaluations.
d.
They can be classified as counterarguments, support arguments, and source derogations.
e.
Consumers focused on their responsibilities and obligations tend to rely more on affective responses.
ANSWER:
b
54. Melissa watches an advertisement for Flyhigh Airlines on television. The advertisement brings back memories of
family trips during her childhood, and it elicits an emotional response from her. In this scenario, Melissa's reaction to the
advertisement can be categorized as a(n) _____.
a.
affective response
b.
two-sided response
c.
ambivalent response
d.
counterargument
e.
ideal state
ANSWER:
a
55. Which of the following is an ego-focused response?
a.
Doubt
b.
Association
c.
Happiness
d.
Recognition
e.
Evaluation
ANSWER:
c
56. Match-up hypothesis refers to the:
a.
idea that the source must be appropriate for the product or service.
b.
attitude formation and change process when effort is low.
c.
effect that occurs because consumers' memory of the message source decays rapidly.
d.
thought that discounts or attacks the message source.
e.
argument that is generated when a message is different from what consumers believe.
ANSWER:
a
57. _____ attempt to elicit anxiety by stressing the negative consequences of either engaging or not engaging in a
particular behavior.
a.
Fear appeals
b.
Support arguments
c.
Source derogations
d.
Normative beliefs
e.
Subjective norms
ANSWER:
a
58. A TV commercial for a local blood bank features a young boy in urgent need of a blood transfusion. The commercial
makes viewers feel guilty about not donating blood. This ad is using _____.
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a.
an analogy
b.
fear appeal
c.
product placement
d.
the sleeper effect
e.
comparative advertising
ANSWER:
b
59. _____ deals with how consumers cope with the threat of death by defending their world view of values and beliefs.
a.
Weber's law
b.
The sleeper effect
c.
Terror management theory
d.
The utilitarian dimension
e.
The theory of reasoned action
ANSWER:
c
60. _____ refers to an ad providing information to consumers.
a.
Emotional contagion
b.
The sleeper effect
c.
The hedonic dimension
d.
The functional dimension
e.
Emotional appeal
ANSWER:
d
61. John likes an infomercial about a new piece of wearable technology. The celebrity in the infomercial explains how the
technology works and shows its use in everyday life. In this scenario, John likes the ad because:
a.
both positive and negative information.
b.
of its two-sided message.
c.
of its utilitarian dimension.
d.
it creates the sleeper effect.
e.
it evokes fear appeal.
ANSWER:
c
62. Vicky likes an advertisement for candies because it reminds her of the times her mother gave her a candy as a treat
when she was a child. In this case, Vicky likes the ad because of:
a.
source derogation.
b.
its hedonic dimension.
c.
central-route processing.
d.
its two-sided message.
e.
its utilitarian dimension.
ANSWER:
b
63. Attitudes are more likely to predict consumers' behavior when:
a.
the consumers are not emotionally attached to the product.
b.
the consumers are knowledgeable about the object of the attitude.
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c.
the consumers' cognitive involvement and elaboration are low.
d.
the consumers are exposed to an advertising message but do not actually try the product.
e.
the consumers' affective involvement is low.
ANSWER:
b
64. Which of the following statements is true of attitude–behavior relationship of consumers?
a.
Low self-monitors are likely to exhibit less consistent attitude–behavior relationships than high-self monitors.
b.
Individuals who like to devote a lot of thought to actions will evidence weak attitude–behavior relationships.
c.
Emotional attachment to a brand is a stronger predictor of actual purchase behavior than brand attitudes.
d.
Direct experience of a product decreases attitude accessibility for attributes that must be experienced.
e.
According to the theory of reasoned action model, normative factors are not likely to affect the attitude–
behavior relationship.
ANSWER:
c
65. David buys his favorite brand of chocolates every time he goes shopping. On the other hand, his friend, Alex, asks
other's opinions while buying chocolates. In this scenario, David is a _____.
a.
policy maker
b.
low-self monitor
c.
spokesperson
d.
high-self monitor
e.
cord-cutter
ANSWER:
b
66. People who are guided by the views and behaviors of others are called _____.
a.
policy makers
b.
low-self monitors
c.
ethicists
d.
high-self monitors
e.
cord-cutters
ANSWER:
d
67. What are the characteristics of attitudes?
ANSWER:
Responses will vary.
68. Explain the cognitive, affective, and connative functions of attitude.
ANSWER:
Responses will vary.
69. Discuss the five main characteristics of attitude.
ANSWER:
Responses will vary.
70. Distinguish between central and peripheral-route processing.
ANSWER:
Responses will vary.
71. Explain the cognitive model based on direct or imagined experience.
ANSWER:
Responses will vary.
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72. Explain the cognitive response model.
ANSWER:
Responses will vary.
73. Callie is watching TV commercials. What are the possible responses that can be expected from Callie?
ANSWER:
Responses will vary.
74. Explain how the expectancy-value model works.
ANSWER:
Responses will vary.
75. Discuss the theory of reasoned action.
ANSWER:
Responses will vary.
76. Explain how normative influences affect consumer behavior according to the theory of reasoned action model.
ANSWER:
Responses will vary.
77. Explain the theory of planned behavior.
ANSWER:
Responses will vary.
78. Discuss the strategies that can be used to change attitudes, intentions, and behavior of consumers.
ANSWER:
Responses will vary.
79. Discuss the characteristics of a credible source.
ANSWER:
Responses will vary.
80. How does a company's reputation affect the credibility of a message?
ANSWER:
Responses will vary.
81. Distinguish between indirect comparative messages and direct comparative messages.
ANSWER:
Responses will vary.
82. Discuss consumers' affective responses to a message.
ANSWER:
Responses will vary.
83. Discuss how consumers' affectively based attitudes are influenced.
ANSWER:
Responses will vary.
84. In the context of high effort, explain the major factors that have been found to lead to a positive attitude toward an ad.
ANSWER:
Responses will vary.
85. Briefly discuss some of the factors that affect the attitude–behavior relationship of consumers.
ANSWER:
Responses will vary.
