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Chapter 06—Attitudes Based on Low Effort
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1. Attitudes formed under high-effort processing may not even be stored in memory, allowing consumers to form
attitudes anew each time they are exposed to a message.
a.
True
b.
False
ANSWER:
False
2. Low-effort cognition involves classical and evaluative conditioning.
a.
True
b.
False
ANSWER:
False
3. Consumers must know the meaning of the body feedback they experience in order to explain their behavior.
a.
True
b.
False
ANSWER:
True
4. An overabundance of information, knowledge, or analysis can impair assessments made through thin-slice
judgments.
a.
True
b.
False
ANSWER:
True
5. The attitudes of high-effort consumers may be less resistant to attack than those of low-effort consumers because the
high-effort people may not resist a message or develop counterarguments.
a.
True
b.
False
ANSWER:
False
6. According to research, consumers judge ads as more credible when the ad indicates that the manufacturing firm is
profitable.
a.
True
b.
False
ANSWER:
True
7. Randy heard the same ad for Orenico cookies on many occasions. In the context of the truth effect, he is more likely to
develop a negative belief about the product.
a.
True
b.
False
ANSWER:
False
8. Research shows that when customers expect a close relationship with a brand, they will have more favorable brand
evaluations after reading messages that use "you and the brand," compared with messages that use words such as "we."
a.
True
b.
False
ANSWER:
False
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9. Incidental learning is learning that occurs from conscious processing rather than from repetition.
a.
True
b.
False
ANSWER:
False
10. Repetition of ad messages increases the likelihood that consumers will be better able to process it when making a
purchasing decision.
a.
True
b.
False
ANSWER:
True
11. In low-effort processing situations, brand evaluations suffer when consumers are repeatedly exposed to messages
about product features.
a.
True
b.
False
ANSWER:
False
12. Brand attitudes improve when repetition allows consumers greater opportunity to process information about
specific aspects of the brand and the ways that it relates to other brands in the category.
a.
True
b.
False
ANSWER:
True
13. Mood is similar to classical conditioning because both require a repeated association between two stimuli.
a.
True
b.
False
ANSWER:
False
14. Consumers will have negative attitudes toward a brand if it is present during an experience that provokes fear, because
the brand "shared" in that experience.
a.
True
b.
False
ANSWER:
False
15. When motivation, ability, and/or opportunity (MAO) is high, consumers like a brand less when it features a celebrity
endorser who also endorses lots of other products.
a.
True
b.
False
ANSWER:
False
16. Whether or not music evokes a positive affective response is not dependent on the music's structure.
a.
True
b.
False
ANSWER:
False
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17. Sexual messages can create negative feelings, such as disgust or uneasiness, in some consumers.
a.
True
b.
False
ANSWER:
True
18. Alan, the marketing manager for ReadOn Note, realizes that the company's consumer base holds low-effort attitudes
toward the product. On closely observing the consumers' reactions, Alan notices that the consumers do not devote
emotional resources to processing the central idea behind ReadOn Note's marketing communications. In this scenario, the
consumers:
a.
are passive recipients of the message.
b.
are unable to decode the information of the message.
c.
relate empathetically to the characters in the ad.
d.
process information with high attention levels.
e.
form strong beliefs about the message.
ANSWER:
a
19. When processing effort is low, consumers _____ brand messages.
a.
generate support arguments for
b.
deeply process
c.
are persistent in thinking up source derogations about
d.
are unlikely to generate arguments for or against
e.
are active recipients of
ANSWER:
d
20. In the context of unconscious formation of attitudes, _____ involves classical and evaluative conditioning.
a.
low-effort affect
b.
low-effort projection
c.
low-effort advertising
d.
low-effort learning
e.
low-effort cognition
ANSWER:
a
21. Ryan has just started a new semester in college. He attends his first lecture on statistics. Halfway through the lecture,
Ryan's disinterest in the subject prompts him to make up his mind that statistics will be boring for the rest of the semester.
In this scenario, Ryan has made the _____ form of assessment.
a.
deterministic safety decision
b.
peripheral referencing
c.
body feedback
d.
thin-slice judgment
e.
probabilistic analysis
ANSWER:
d
22. Marketers at Raindew Cookies decide to change the packaging of their high-fiber nutritious oatmeal cookies to make
them look like attractive chocolate bars. This move has led to a marked increase in the sales of these cookies. In this
scenario, the marketers at Raindew Cookies considered repackaging the oatmeal cookies due to the _____.
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a.
body feedback theory
b.
rule of thumb theory
c.
special relativity theory
d.
reversal theory
e.
general relativity theory
ANSWER:
a
23. When consumers are less knowledgeable about a product category, they tend to perceive the product as being more
effective when:
a.
they critically evaluate message arguments in a brand's image.
b.
its image is shown close to the image of the promised results.
c.
they tend to link the information in a message to their existing beliefs.
d.
its image varies to a great extent from the previous versions of the brand's images.
e.
its image is distinct from the images of all competitor brands.
ANSWER:
b
24. Which of the following statements is true when processing effort is low?
a.
Consumers process information deeply.
b.
Consumer attitudes are highly resistant to attacks.
c.
Consumer attitudes are not based on strong beliefs.
d.
Consumers do not develop counterarguments.
e.
Consumer beliefs can be successfully changed.
ANSWER:
c
25. Steve watches an ad for a brand of soda that portrays people surfing and having a party on a beach. Steve now
associates the soda with fun and exciting people. In the context of consumer attitudes, Steve's behavior is an example of
_____.
a.
a heuristic demand
b.
a feedback cue
c.
a simple inference
d.
long-term cognition
e.
an affective cue
ANSWER:
c
26. Consumers can form simple beliefs based on _____ for an endorsement.
a.
discredits
b.
judgments
c.
heuristics
d.
attributions
e.
arguments
ANSWER:
d
27. Bill suffers from athlete's foot but is skeptical of getting himself treated. After watching an advertisement for a
particular athlete's foot treatment that depicts a famous professional footballer being successfully treated, Bill changes his
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mind and decides that this treatment will be effective. This is an example of simple beliefs based on:
a.
explanation from affective deliberation.
b.
the truth effect elaboration.
c.
explanations from an endorsement.
d.
associative messages of a brand.
e.
body feedback elaboration.
ANSWER:
c
28. When consumers aid their judgments by inferring that brands with more frequent ads are high in quality, they are
forming _____, which are simple rules of thumb that are easy to invoke and require little thought.
a.
support arguments
b.
persuasive arguments
c.
attributions
d.
counterarguments
e.
heuristics
ANSWER:
e
29. Consumers use _____ when they form beliefs based on the number of supporting arguments.
a.
the frequency heuristic
b.
the biased effect
c.
the mere exposure effect
d.
the truth effect
e.
the recirculation heuristic
ANSWER:
a
30. When consumers believe a statement simply because it has been repeated a number of times, it is referred to as _____.
a.
body feedback
b.
the truth effect
c.
a peripheral cue
d.
an emotional appeal
e.
the frequency heuristic
ANSWER:
b
31. Jenny, a frequent jogger, sees a television ad for sports shoes that features a famous marathon runner. Viewing the ad
makes her think "This must be a good product if he is endorsing it because he has won many marathons." In this scenario,
Jenny is:
a.
being a persuasive ad viewer and a critical judge of the product.
b.
using memorable sources that help encode associations about the product.
c.
using credible sources to make an inference about the product.
d.
being attracted by having her attention levels raised.
e.
focusing on the central arguments in her persuasion.
ANSWER:
c
32. Carlon International, a leading manufacturer of orthotic aids, launched an ad that contained claims that 9 out of 10
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orthopedicians recommended the Carlon brand of orthotic aids for a speedy recovery. In this scenario, Carlon
International is using _____ to influence consumers' attitudes?
a.
simple inferences
b.
self-referencing
c.
body judgments
d.
many message arguments
e.
persuasiveness of arguments
ANSWER:
d
33. In low-processing situations, a simple message is more likely to be effective because consumers will:
a.
not want to purchase products with a low brand image.
b.
be able spend a lot of time evaluating competitive prices.
c.
be able judge products based on source credibility.
d.
be influenced by co-consumers who have supportive arguments for a product.
e.
not have to process a lot of information.
ANSWER:
e
34. Marketers use nostalgia in messages to influence positive attitudes and encourage _____.
a.
self-gratification
b.
self-involvement
c.
self-referencing
d.
self-sponsorship
e.
self-recognition
ANSWER:
c
35. An ad for Windrose Energy Drinks shows a man, wearing a suit, multitasking successfully. The ad has the caption
"Get more done every day." Marketers came up with this idea after considering that everyone wants to get more done in a
day. In this scenario, the marketer's idea behind involving the consumers in the message is an example of _____.
a.
self-innovation
b.
peripheral indulging
c.
self-referencing
d.
self-sponsorship
e.
situational involvement
ANSWER:
c
36. The speaker at the Tomarao Enterprises sales seminar asked her audience "Would you like to be financially
independent before the age of 50?" This is best thought of as an example of using _____ to elicit self-referencing.
a.
a rhetorical question
b.
emotional appeals
c.
visual branding
d.
body feedback
e.
a teaser
ANSWER:
a
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37. In a mystery ad, the brand is:
a.
never revealed in the message.
b.
processed by very low and obscure routes.
c.
promoted by an obscure source.
d.
processed by heuristics that elicit high elaboration.
e.
not identified until the end of the message.
ANSWER:
e
38. Scratch-and-sniff print ads are an example of attempts by marketers to _____ consumers.
a.
increase the support arguments of
b.
increase the situational involvement of
c.
decrease the processing efforts by
d.
decrease the influential effects of
e.
generate more complex category-based processing in
ANSWER:
b
39. Jon repeatedly watches an ad for BoNmarts, which promotes itself as the store with the lowest prices. These repeated
viewings have led Jon to believe that this store has low prices. This is an example of repetition leading consumers to:
a.
process the information without becoming bored with the stimulus.
b.
feel strongly about the central arguments in an ad.
c.
acquire basic knowledge about products features.
d.
feel a sense of mystery about the sponsor of an ad.
e.
feel strongly about the peripheral arguments in an ad.
ANSWER:
c
40. Learning that occurs from repetition rather than from conscious processing is known as _____.
a.
constant exposure
b.
nonfocal learning
c.
unpersuasive exposure
d.
incidental learning
e.
message acquisition
ANSWER:
d
41. Which of the following statements is true when a company repetitively plays the same message?
a.
It makes claims unbelievable.
b.
It diminishes brand awareness.
c.
It makes the brand name familiar.
d.
It decreases consumers' recalling effort through passive learning.
e.
It decreases consumers' confidence in the brand.
ANSWER:
c
42. According to the mere exposure effect, humans tend to:
a.
expose themselves to others' opinions.
b.
prefer familiar objects to unfamiliar ones.
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c.
expose themselves to others' emotions.
d.
prefer not to expose their emotions.
e.
prefer unfamiliar objects to familiar ones.
ANSWER:
b
43. The mere exposure effect results in:
a.
an increased understanding of the cognitions in an argument.
b.
raised attention levels toward the message.
c.
familiarity leading to liking the object.
d.
an increased number of associations attached to the schema.
e.
attachment of several favorable associations to the schema.
ANSWER:
c
44. _____ is a process that involves consumers becoming bored with a stimulus.
a.
Attrition
b.
The mere exposure effect
c.
The deactivation effect
d.
Wearout
e.
Closeness
ANSWER:
d
45. _____ is a way of producing a response to a stimulus by repeatedly pairing it with another stimulus that automatically
produces this response.
a.
Transitioning
b.
Feedback generation
c.
Operant conditioning
d.
Modeling
e.
Classical conditioning
ANSWER:
e
46. A conditioned stimulus is something that:
a.
does not automatically elicit an involuntary response by itself.
b.
automatically elicits an involuntary response by itself.
c.
stimulates an involuntary response.
d.
does not stimulate several voluntary responses.
e.
creates neural pathways to aid in the formation of schemas.
ANSWER:
a
47. Exotic King Foods used songs from the 60s and 70s in their ads to evoke a positive response in consumers who were
baby boomers. The music could have acted as a(n) _____ in classical conditioning to create a good feeling toward Exotic
King Foods.
a.
conditioned stimulus
b.
unconditioned stimulus
c.
conditioned response
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d.
unconditioned response
e.
positive reinforcement
ANSWER:
d
48. _____ is a special case of classical conditioning that produces an affective response by repeatedly pairing a neutral
conditioned stimulus and an emotionally charged unconditioned stimulus.
a.
Elective conditioning
b.
Parallel conditioning
c.
Evaluative conditioning
d.
Authorized conditioning
e.
Inflexible conditioning
ANSWER:
c
49. According to research, conditioning is most likely to occur when:
a.
the conditioned stimuli-unconditioned stimuli link is relatively novel or unknown.
b.
the consumer is unaware of the link between the conditioned and unconditioned stimuli.
c.
the unconditioned stimulus precedes the conditioned stimulus.
d.
the conditioned stimulus is inconsistently paired with the unconditioned stimulus.
e.
central issues or arguments are presented in the conditioning.
ANSWER:
a
50. In classical conditioning, when the unconditioned stimulus is presented first, it is known as _____.
a.
concurrent conditioning
b.
unconditioned conditioning
c.
forward conditioning
d.
operant conditioning
e.
backward conditioning
ANSWER:
e
51. If consumers really like an ad, _____.
a.
they may have fewer associations with the brand advertised
b.
classical conditioning is most likely to occur
c.
their positive feelings may transfer from the ad to the brand
d.
their involvement in processing the ad may decrease
e.
source derogations may increase
ANSWER:
c
52. A research study suggests that consumers' _____ may be the best indicator of advertising effectiveness.
a.
recalling ability of the ad
b.
recognition of the brand in the ad
c.
need to purchase a product in the ad
d.
attitude toward the ad
e.
ad comprehension
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ANSWER:
d
53. According to the _____, consumers can have a favorable attitude toward an ad either because they find it believable or
because they feel good about it.
a.
implicit personality theory
b.
efficient market hypothesis
c.
cognition-behavioral theory
d.
evaluative consistency theory
e.
dual-mediation hypothesis
ANSWER:
e
54. In the context of attitudes toward ads, which of the following statements is true of consumers in a good mood?
a.
They pay attention to negative information about their preferred brands.
b.
They tend to pay attention to information about competitors.
c.
They like a brand extension that is moderately similar to the parent product.
d.
They tend to ignore seeing relationships among brands.
e.
They avoid having tentative preferences for a single brand.
ANSWER:
c
55. SEVA (surgency, elation, vigor, and activation) is a category of affective response which:
a.
is present when the communication puts a consumer in a sad mood.
b.
includes soothing or relaxing responses.
c.
is a feeling of warmth, tenderness, and caring.
d.
includes quiet or pleasant responses.
e.
is present when the communication puts a consumer in an upbeat mood.
ANSWER:
e
56. In the context of moods that ads evoke in consumers, _____ refers to feelings of warmth, tenderness, and caring.
a.
a deactivation thought
b.
social affection
c.
body feedback
d.
an upbeat activation
e.
a variance action
ANSWER:
b
57. One of the factors that determines whether or not a communication source evokes favorable affective reactions is
_____.
a.
likability
b.
expertise
c.
consumer base
d.
likelihood of being profitable
e.
length of advertisements
ANSWER:
a
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58. Which of the following emotional responses is elicited with a combination of medium pitch, firm rhythm, and
dissonant harmony in a musical piece used in an ad?
a.
Exciting
b.
Sentimental
c.
Majestic
d.
Sad
e.
Happy
ANSWER:
c
59. In the context of communicating a message to consumers, which of the following is true of humor?
a.
It appears to be appropriate for high-involvement offerings to consumers.
b.
Older, highly educated females tend to respond positively to ads with a humorous touch.
c.
Consumers with a negative attitude toward the advertised brand understand humorous ads effectively.
d.
The use of humor appears to be effective for consumers who have a low need for cognition.
e.
Humorous ads can only be used selectively around the world with limited effect in most communities.
ANSWER:
d
60. Which of the following is possible if humor is not tied or related to the offering?
a.
Consumers will develop a negative affect toward the brand.
b.
There will be a rise in high-involvement offerings.
c.
Consumers will restrict themselves from watching witty and humorous ads.
d.
There will be an increase in counterarguments related to the brand.
e.
Consumers will only pay attention to the humor and ignore the brand.
ANSWER:
e
61. Humor appears to be more effective when consumers:
a.
have a positive attitude toward a brand.
b.
are high in need for cognition.
c.
are in a negative mood.
d.
already have a distinct schema for a brand.
e.
are seeking to differentiate a brand.
ANSWER:
a
62. Which of the following statements is true of concrete emotional appeals?
a.
They are less specific and generalized in nature.
b.
They involve emotions such as a feeling of hope.
c.
They are effective in stimulating short-term behavioral intentions.
d.
They are emotions that are felt when unimportant events occur.
e.
They cannot be linked to a specific experience or emotion.
ANSWER:
c
63. The goal of a transformational ad is to:
a.
decrease emotional involvement by concentrating on consumer efforts rather than their needs.
b.
use sympathy and empathy to attract consumers toward the brand.
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c.
reposition brand extensions so that consumers can process them through central route processing.
d.
associate the experience of using the product with a unique set of psychological characteristics.
e.
attract consumers through the presentation of factual information.
ANSWER:
d
64. According to a study, placing ads in violent programs can:
a.
elicit negative responses to the product.
b.
elicit negative images of the brand.
c.
inhibit processing and ad recall.
d.
aid in awareness of the product.
e.
endorse aggression toward the product message.
ANSWER:
c
65. Briefly explain the peripheral route to persuasion.
ANSWER:
Responses will vary.
66. Describe with an example how consumers form attitudes on both cognitive and affective bases without being aware of
how or why they have done so.
ANSWER:
Responses will vary.
67. Briefly explain thin-slice judgments based on brief observations with examples.
ANSWER:
Responses will vary.
68. Explain with an example how consumers may acquire simple beliefs by forming simple inferences based on simple
associations.
ANSWER:
Responses will vary.
69. Briefly explain with the help of an example how credible sources can serve as peripheral cues for making a simplified
judgment.
ANSWER:
Responses will vary.
70. Discuss how low-effort attitudes can be affected by how easily consumers remember message arguments.
ANSWER:
Responses will vary.
71. In the context of involving messages, briefly explain a self-referencing strategy.
ANSWER:
Responses will vary.
72. Briefly explain situations where consumers typically experience wearout.
ANSWER:
Responses will vary.
73. Explain how classical conditioning works.
ANSWER:
Responses will vary.
74. With the help of an example, explain unconditioned stimulus, unconditioned response, conditioned stimulus, and
conditioned response.
ANSWER:
Responses will vary.
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75. Discuss the circumstances where conditioning is most likely to occur.
ANSWER:
Responses will vary.
76. Briefly explain the dual-mediation hypothesis.
ANSWER:
Responses will vary.
77. Explain how moods can bias attitudes in a mood-congruent direction.
ANSWER:
Responses will vary.
78. Discuss the three major categories of affective responses.
ANSWER:
Responses will vary.
79. Explain with examples how likable sources can influence affective attitudes.
ANSWER:
Responses will vary.
80. Briefly explain how marketers use pleasant pictures to influence consumers' message processing.
ANSWER:
Responses will vary.
81. Music is frequently used in marketing communications. Briefly explain the potential positive effects of music on
consumers' attitudes.
ANSWER:
Responses will vary.
82. Briefly explain the circumstances under which the usage of humor can be effective in advertising.
ANSWER:
Responses will vary.
83. Briefly discuss the potential advantages and pitfalls of using sex as a communication technique in marketing.
ANSWER:
Responses will vary.
84. Discuss how transformational advertising associates the experience of using a product with a unique set of
psychological characteristics.
ANSWER:
Responses will vary.
85. Explain how the program or editorial context in which an ad appears can affect consumers' evaluation of the
message.
ANSWER:
Responses will vary.
