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1. Changing evaluations of an attribute is easier than changing the strength of a belief regarding that attribute.
a.
True
b.
False
ANSWER:
False
2. In the attitude-toward-the-object (ATO) model, the belief ratings do not vary across the brands under consideration,
while the evaluation ratings do.
a.
True
b.
False
ANSWER:
False
3. The basic premise of balance theory is that consumers are motivated to maintain perceived consistency in the relations
found in a triad that is composed of observer, person, and object.
a.
True
b.
False
ANSWER:
True
4. Impulse purchases can be explained from the experiential perspective.
a.
True
b.
False
ANSWER:
True
5. High levels of humor can cause consumers to fail to pay attention to the product being advertised.
a.
True
b.
False
ANSWER:
True
6. The term message effects is used to describe how the appeal of a message and its construction affect persuasion.
a.
True
b.
False
ANSWER:
True
7. The value-expressive function of attitudes provides a positive expression of the type of person a consumer perceives
himself or herself to be and the values that he or she holds.
a.
True
b.
False
ANSWER:
True
8. Research confirms that social media’s influence on consumer loyalty is not significant.
a.
True
b.
False
ANSWER:
False
9. The utilitarian function of attitudes enables consumers to express their core values, self-concept, and beliefs.
a.
True
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b.
False
ANSWER:
False
10. The attitude-toward-the-object (ATO) model combines information about a number of beliefs and evaluations
pertaining to an object’s attributes.
a.
True
b.
False
ANSWER:
True
11. Buying a product because it delivers a specific benefit is an example of the value-expressive function of attitudes.
a.
True
b.
False
ANSWER:
False
12. According to social judgment theory, for a message to fall within the latitude of acceptance, the information presented
must be perceived as being far away from the original attitude position.
a.
True
b.
False
ANSWER:
False
13. In the high-involvement hierarchy, a consumer forms feelings about a product before developing beliefs and thoughts
about product features.
a.
True
b.
False
ANSWER:
False
14. In the context of the ABC approach to attitudes, the statement “I really like my smartphone” is an example of the
behavior component of attitude.
a.
True
b.
False
ANSWER:
False
15. The theory of planned action expands upon the attitude-toward-the-object model by including a subjective norm
component.
a.
True
b.
False
ANSWER:
False
16. One of the key premises of balance theory is that consistency in the triad (composed of observer, person, and object) is
maintained when the multiplication of the signs in the sentiment and unit relations results in a negative value.
a.
True
b.
False
ANSWER:
False
17. The one-to–many communications model does not work well for traditional advertising media.
a.
True
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b.
False
ANSWER:
False
18. As the length of time between attitude measurement and overt behavior grows, the predictive ability of attitudinal
models strengthens.
a.
True
b.
False
ANSWER:
False
19. In a basic communication model, noise represents all the stimuli in the environment that assist the communication
process.
a.
True
b.
False
ANSWER:
False
20. The extent to which a company actively monitors its customers’ attitudes over time is referred to as behavioral
intentions modeling.
a.
True
b.
False
ANSWER:
False
21. In the context of the elaboration likelihood model (ELM), thoughts that support the main argument presented are
known as counterarguments.
a.
True
b.
False
ANSWER:
False
22. Attitude change tends to be relatively enduring when it occurs in the central route.
a.
True
b.
False
ANSWER:
True
23. The attitude-toward-the-object (ATO) approach is a noncompensatory model.
a.
True
b.
False
ANSWER:
False
24. If consumers are not involved with a message or lack either the motivation or ability to process information, the
peripheral route to persuasion will be followed.
a.
True
b.
False
ANSWER:
True
25. According to the elaboration likelihood model (ELM), if consumers find that an incoming message is particularly
relevant to their situation, the central route to persuasion is activated.
a.
True
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b.
False
ANSWER:
True
26. The behavioral intentions model explicitly focuses on a consumer’s attitude toward the behavior of buying rather than
the attitude toward an object.
a.
True
b.
False
ANSWER:
True
27. In the context of the changing communication paradigm, communication is seen as a process that enables the flow of
information among consumers and firms in a one-to-many approach.
a.
True
b.
False
ANSWER:
False
28. According to the elaboration likelihood model of persuasion, information such as music or the imagery presented
along with a message are examples of peripheral cues.
a.
True
b.
False
ANSWER:
True
29. The behavioral influence hierarchy suggests that in spite of strong environmental pressures, behaviors cannot occur
unless strong beliefs and affect have been formed.
a.
True
b.
False
ANSWER:
False
30. The ego-defensive function of attitudes enables consumers to develop positive attitudes toward products that enhance
their self-image.
a.
True
b.
False
ANSWER:
True
31. Attitudes motivate people to behave in relatively consistent ways.
a.
True
b.
False
ANSWER:
True
32. The knowledge function of attitudes works as a defense mechanism for consumers.
a.
True
b.
False
ANSWER:
False
33. If the affect found in a schema can be changed, then the attitude toward a brand or product will change as well.
a.
True
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b.
False
ANSWER:
True
34. In the context of the changing communication paradigm, information flow is no longer considered a “one-way street,”
in which consumers passively receive messages from marketers.
a.
True
b.
False
ANSWER:
True
35. Balance theory is based on the inconsistency principle.
a.
True
b.
False
ANSWER:
False
36. The matchup hypothesis states that:
a.
the more strongly held an attitude is, the more difficult it is to change.
b.
a source feature is most effective when it corresponds with relevant products.
c.
attitudes are changed based on differing levels of consumer involvement.
d.
consumers prefer consistency among their beliefs, attitudes, and behaviors.
ANSWER:
b
37. The statement “I always buy that brand” is an example of the _____ component of attitude.
a.
cognitions
b.
affect
c.
behavior
d.
trustworthiness
ANSWER:
c
38. According to social judgment theory, assimilation occurs when:
a.
the material presented toward the end of a message is most influential.
b.
the material presented early in a message is most influential.
c.
an incoming message falls within the latitude of rejection.
d.
an incoming message falls within the latitude of acceptance.
ANSWER:
d
39. Which of the following statements is true of sex appeals in advertising?
a.
Consumers find sexually appealing ads largely ineffective.
b.
The use of nudity is ineffective for products that have intimate appeal.
c.
Both males and females tend to react negatively to female nudity in advertising.
d.
Highly sexual ads tend to outperform non-sexual ads when they have highly arousing content.
ANSWER:
d
40. Identify a true statement in the context of message appeals.
a.
Highly explicit content tends to direct consumers’ attention toward the product and increases product recall.
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b.
Fear appeals appear to be effective when advertisers show how difficult it is to implement the desired
response.
c.
Sexually appealing ads are usually not persuasive because consumers consider them to be exploitative.
d.
Humorous ads appear to be most effective when a consumer’s attitudes are initially positive rather than
negative.
ANSWER:
d
41. _____ are relatively enduring overall evaluations of objects, products, services, issues, or people.
a.
Notions
b.
Attitudes
c.
Prejudices
d.
Beliefs
ANSWER:
b
42. According to the ABC approach to attitudes, the three components of attitudes are _____.
a.
ability, behavior, and consciousness
b.
affect, behavior, and cognitions
c.
ability, belief, and cognitions
d.
analysis, balance, and capabilities
ANSWER:
b
43. The placement of information in a specific message at the beginning, middle, or end of the message impacts the recall
of the information and is a basic tenet of what is known as the _____.
a.
source effect
b.
serial position effect
c.
linear regression effect
d.
congruency effect
ANSWER:
b
44. The ego-defensive function of attitudes:
a.
makes consumers vulnerable to information that may be threatening.
b.
allows consumers to simplify decision-making processes.
c.
is based on the concept of reward and punishment.
d.
works as a protection mechanism for consumers.
ANSWER:
d
45. Which of the following terms refers to specific attempts to change attitudes?
a.
Persuasion
b.
Positioning
c.
Attitude tracking
d.
Monitoring
ANSWER:
a
46. Which of the following is true of message construction?
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a.
Directly comparing one brand against specific competitors can be effective, especially when the brand being
promoted is not already the market leader.
b.
Advertisements that allow consumers to arrive at their own conclusions tend to be more persuasive when the
audience has a low level of involvement with the product.
c.
If marketers are attempting to reach a highly involved audience, important information should be placed later
in the message.
d.
Consumers with low involvement are more motivated to attend to a larger number of arguments than are
highly involved consumers.
ANSWER:
a
47. Alexa is a strong advocate of animal rights, and she supports several campaigns by organizations such as People for
the Ethical Treatment of Animals (PETA). In the given scenario, the _____ has enabled Alexa to support the cause that
she strongly advocates.
a.
utilitarian function of attitudes
b.
knowledge function of attitudes
c.
value-expressive function of attitudes
d.
ego-defensive function of attitudes
ANSWER:
c
48. Which of the following statements is true in the context of attitude change theories and persuasion?
a.
The attitude toward a brand or product is independent of a schema.
b.
If the affect found in a schema can be changed, then the attitude toward a brand or product will change as well.
c.
Changing evaluations of an attribute is usually easier than changing the strength of a belief regarding that
attribute.
d.
A consumer’s attitude toward a product remains unaffected by the consumer’s feeling about the marketing
company.
ANSWER:
b
49. Roderick wants to purchase a new computer for his daughter. He collects information about the prices and features of
the latest models available in the market. He plans to make the actual purchase only after extensively researching and
evaluating various models. In the context of the hierarchy of effects, which of the following best describes Roderick’s
actions?
a.
The behavioral influence hierarchy
b.
The high-involvement hierarchy
c.
The low-involvement hierarchy
d.
The experiential hierarchy
ANSWER:
b
50. Social judgment theory uses _____ to explain attitude change.
a.
the central route and the peripheral route
b.
latitudes of acceptance and latitudes of rejection
c.
the utilitarian function and the hedonic function
d.
high-involvement and low-involvement hierarchies
ANSWER:
b
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51. The ego-defensive function of attitudes allows consumers to choose products that:
a.
protect their self-image.
b.
minimize punishment and maximize rewards.
c.
are familiar to them.
d.
express their values.
ANSWER:
a
52. In the context of the elaboration likelihood model, which of the following is true of the peripheral route?
a.
A consumer is likely to be fully equipped to process information in a message.
b.
A consumer is likely to expend considerable effort in comprehending a message.
c.
A consumer is unlikely to pay attention to the expertise of the spokesperson of a message.
d.
A consumer is unlikely to develop cognitive responses to a message.
ANSWER:
d
53. Karen has always owned Pferd automobiles. When she decided to gift a car to her son, her brand loyalty made the
decision easy. She bought the latest model of Pferd hatchback for her son. In the context of the functional theory of
attitudes, this scenario reflects the _____ of attitudes.
a.
ego-defensive function
b.
value-expressive function
c.
utilitarian function
d.
knowledge function
ANSWER:
d
54. Michelle wants to buy a new laptop. She wants a lightweight laptop with a long battery life. She selects a laptop model
on the Internet. Her belief ratings (b) and the evaluation ratings (e) for the model are as follows:
Criteria
e
b
Lightweight
3
9
Long battery life
4
6
Michelle’s overall attitude score (Ao) toward the laptop model calculated using the attitude-toward-the-object (ATO)
model is _____.
a.
85
b.
51
c.
36
d.
15
ANSWER:
b
55. Identify a true statement in the context of attitude–behavior consistency.
a.
Sales promotion is not required if consumers have a positive attitude toward a product.
b.
Attitudes are stronger predictors of behavior when the decision to be made is not classified as high
involvement.
c.
Attitudes are stronger predictors of behavior when situational factors do not impede the product selection.
d.
Attitudes are the most reliable predictors of behavior as they remain constant over time.
ANSWER:
c
56. Identify a true statement in the context of social judgment theory.
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a.
Consumers do not compare incoming information to their existing attitudes about a particular object or issue.
b.
For a message to fall within the latitude of acceptance, the information presented must be perceived as being
far from the original attitude position.
c.
Social judgment theory states that human beings do not prefer consistency among their beliefs, attitudes, and
behaviors.
d.
A message that is perceived as being far away from the original attitude position will fall within the latitude of
rejection.
ANSWER:
d
57. The _____ explicitly focuses on a consumer’s attitude toward the behavior of buying rather than the attitude toward an
object.
a.
behavioral influence approach model
b.
balance theory model
c.
behavioral intentions model
d.
elaboration likelihood model
ANSWER:
c
58. Stella is surfing the Internet to look for affordable apartments in New York City. Every time she clicks on a link to a
webpage, she gets interrupted by floating ads. The ads stay on the screen for 30 seconds. She does not know how to
disable them and finds them extremely irritating and disruptive. In a basic communication model, these floating ads are an
example of _____.
a.
feedback
b.
noise
c.
a source effect
d.
a message effect
ANSWER:
b
59. Pearl Beauty Inc., a leading cosmetics manufacturer, wants to introduce its new anti-aging cream in the market. The
target audience for the cream comprises women in their mid-30s. Pearl Beauty decides to sign up a well-known model in
her mid-30s to endorse and promote the product. According to the _____, using a model who is in her mid-30s is likely to
be far more effective than using someone much younger in the advertisement.
a.
congruency effect
b.
elaboration likelihood model
c.
matchup hypothesis
d.
primacy effect
ANSWER:
c
60. Which of the following is the formula for predicting attitudes using the attitude-toward-the-object (ATO) model?
a.
b.
c.
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d.
ANSWER:
b
61. According to social judgment theory, if a message is perceived as falling in the latitude of rejection, a _____ occurs.
a.
source effect
b.
contrast effect
c.
primacy effect
d.
recency effect
ANSWER:
b
62. The balance theory approach is based on the:
a.
pleasure principle.
b.
consistency principle.
c.
reality principle.
d.
normative principle.
ANSWER:
b
63. Which of the following statements is true in the context of source credibility?
a.
Trustworthy sources cannot be persuasive even if they are experts.
b.
The credibility of a spokesperson has a stronger influence than the credibility of a company.
c.
The credibility of a company has a stronger influence than the credibility of a spokesperson.
d.
Expert sources cannot be persuasive even if they are perceived as being untrustworthy.
ANSWER:
b
64. In the elaboration likelihood model (ELM), nonproduct-related information presented in a message is referred to as
_____.
a.
central cues
b.
inconsistent cues
c.
peripheral cues
d.
abstract cues
ANSWER:
c
65. According to the functional theory of attitudes, the _____ enables a consumer to protect himself or herself from
information that may be threatening.
a.
utilitarian function of attitudes
b.
value-expressive function of attitudes
c.
ego-defensive function of attitudes
d.
cognitive function of attitudes
ANSWER:
c
66. The statement “I really like my new tablet computer” best reflects the _____ component of attitude.
a.
cognitions
b.
analysis
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c.
behavior
d.
affect
ANSWER:
d
67. In the context of the elaboration likelihood model (ELM), the attractiveness of the person delivering a message and the
expertise of the spokesperson of a message are examples of _____.
a.
primacy effects
b.
central cues
c.
peripheral cues
d.
recency effects
ANSWER:
c
68. MarketNerd Inc., a marketing firm, is conducting a market research study on consumers’ attitudes toward online
shopping websites. In order to achieve its research objectives, MarketNerd collects information from several social
networking sites and blog posts and uses the information to track consumers’ evaluations of various shopping portals and
websites. This process is best described as _____.
a.
attitude tracking
b.
marketing audit
c.
risk assessment
d.
predictive analytics
ANSWER:
a
69. The statement “I find that the batteries manufactured by this brand have the longest life” is an example of the _____
component of attitude.
a.
cognitions
b.
affect
c.
behavior
d.
trustworthiness
ANSWER:
a
70. According to balance theory, the relations between the observer (consumer) and the other elements in a system are
referred to as _____.
a.
unit relations
b.
sentiment relations
c.
central relations
d.
peripheral relations
ANSWER:
b
71. Ethan’s colleague Mia is excited about attending a comic-con over the weekend. She mentions her plan to Ethan and
then goes on to tell him more about the event. Ethan has never attended a comic-con before, but he decides to go to the
event as it sounded like a fun thing to do. In the context of the hierarchy of effects, Ethan’s behavior can be explained by
the _____.
a.
high-involvement hierarchy
b.
low-Involvement hierarchy
c.
experiential hierarchy
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d.
behavioral influence hierarchy
ANSWER:
c
72. If B = behavior, BI = behavioral intention, = attitude toward performing the behavior, SN = subjective norm,
and w1, w2 = empirical weights, the formula for behavioral intentions model is _____.
a.
b.
c.
d.
ANSWER:
a
73. In the context of the hierarchy of effects, high-involvement decisions:
a.
result in impulse purchases.
b.
contain significant risk.
c.
express core beliefs.
d.
are routine and boring.
ANSWER:
b
74. Mike has a passion for computer games. He owns three top-of-the-line gaming computers. He keeps himself updated
about the latest models and their features. In the context of the elaboration likelihood model, which of the following is
most likely to be activated when Mike comes across an advertisement for an advanced gaming computer that has been
introduced in the market?
a.
The peripheral route to persuasion
b.
The ego-defensive function of attitudes
c.
The value-expressive function of attitudes
d.
The central route to persuasion
ANSWER:
d
75. William is planning a vacation. He wants travel packages that provide accommodation and sightseeing. He finds two
packages—X and Y—that meet these criteria. On a ten-point scale, he gives package X belief ratings of 8 and 7,
respectively, and package Y belief ratings of 9 and 5, respectively. Next, he gives these criteria evaluative ratings of 3 and
2, respectively. Finally, he calculates the overall attitude using the attitude-toward-the-object (ATO) model and chooses
package X over package Y based on the score. The overall attitude score (Ao) of package X calculated using the ATO
model is _____.
a.
75
b.
56
c.
38
d.
22
ANSWER:
c
76. Restaurant managers know that one way to get diners to relax and order more drinks is to play soft, soothing music.
Which of the following hierarchies explains this action of the diners?
a.
The behavioral influence hierarchy
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b.
The experiential hierarchy
c.
The low-involvement hierarchy
d.
The high-involvement hierarchy
ANSWER:
a
77. The theory of planned action expands upon the behavioral intentions model by including:
a.
a schema-based affect.
b.
the consistency principle.
c.
sentiment relations and unit relations.
d.
a perceived control component.
ANSWER:
d
78. In balance theory, the object-person relation is referred to as a _____.
a.
unit relation
b.
sentiment relation
c.
primary relation
d.
secondary relation
ANSWER:
a
79. Nathan is diabetic and has been advised by his doctor to reduce his sugar intake. He, however, discounts the negative
health consequences of sugar and frequently eats candies. This is an example of the _____.
a.
ego-defensive function of attitudes
b.
value-expressive function of attitudes
c.
cognitive function of attitudes
d.
utilitarian function of attitudes
ANSWER:
a
80. Which of the following is true of the effects of the source of a message on consumer attitudes?
a.
The persuasive effect of source likeability is more on consumers with a high need for cognition than on those
with a low degree of this trait.
b.
The persuasive effect of source credibility tends to be highest when consumers lack the motivation to expend
effort attending to the details of an ad.
c.
The credibility of the source of a message does not have any impact on the certainty with which consumer
attitudes are held.
d.
Consumers with high involvement are not affected by the credibility of the source of a message.
ANSWER:
b
81. Identify a true statement about the attitude-toward-the-object (ATO) approach.
a.
Changing evaluations of an attribute is usually easier than changing the strength of a belief regarding that
attribute.
b.
Changing evaluations of an attribute does not involve convincing consumers that the attribute is not as positive
or negative as they may think.
c.
Adding beliefs about new attributes may require a physical change to the product itself.
d.
Adding a valued attribute to a product cannot change the overall attitude toward the product.
ANSWER:
c
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82. Percy, a professional nature photographer, wants to buy a camera. When he comes across an ad for a camera in a
magazine, he carefully considers and evaluates the various attributes of the camera. He also weighs its advantages against
the price and assesses its usability under inclement weather conditions. In the given scenario, Percy is focusing on _____.
a.
peripheral cues
b.
central cues
c.
abstract cues
d.
relational cues
ANSWER:
b
83. Victoria needs to collect her prescription on her way home. While she is at the pharmacy, she decides to buy milk.
Though the milk is not of the brand she usually buys, she buys it in order to avoid a trip to the grocery store. In the context
of the hierarchy of effects, Victoria’s decision to purchase the milk at the pharmacy is an example of the _____.
a.
high-involvement hierarchy
b.
low-Involvement hierarchy
c.
experiential hierarchy
d.
behavioral influence hierarchy
ANSWER:
b
84. Which of the following consumer attitude models is known as a compensatory model?
a.
The balance theory model
b.
The elaboration likelihood model
c.
The attitude-toward-the-object model
d.
The behavioral intentions model
ANSWER:
c
85. Which of the following types of effect is said to occur when material presented later in a message has the most
impact?
a.
A recency effect
b.
A primacy effect
c.
A source effect
d.
A peripheral effect
ANSWER:
a
86. The value-expressive function of attitudes:
a.
allows consumers to simplify their decision-making processes.
b.
enables consumers to convey their values, self-concept, and beliefs to others.
c.
enables consumers to avoid facts or defend themselves from threatening information.
d.
allows consumers to develop positive attitudes toward products that enhance their self-image.
ANSWER:
b
87. Tom strongly believes that raising tax rates for the rich is the only way to steer the economy out of recession as it is
likely to generate greater tax revenues for the government. When his friend Sam pointed out that the government receives
greater tax revenues when tax rates are uniformly low for all Americans, Tom refused to accept Sam’s input and change
his attitude. Interestingly, the input provided by Sam further strengthened Tom’s initial attitude. This is an example of a
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results is very important. Overly high levels of fear may lead consumers to focus on the threat so much that
_____.
a.
message effect
b.
source effect
c.
recency effect
d.
contrast effect
ANSWER:
d
88. Which of the following best exemplifies the utilitarian function of attitudes?
a.
A man buying a luxury car for his daily morning commute
b.
A woman buying clothes of the same brand for years
c.
A group of teenage boys indulging in binge drinking and smoking
d.
A person donating to an environment protection organization
ANSWER:
a
89. Roger is an ardent supporter of a famous soccer club. He always wears that team’s jersey during league matches in
order to fit in and connect with the other fans of the club. This is an example of the _____ of attitudes.
a.
knowledge function
b.
utilitarian function
c.
value-expressive function
d.
ego-defensive function
ANSWER:
b
90. Caroline wants to be a doctor, but she is unable to decide which school she should join. Her friends try to convince her
to apply to the top-ranking medical schools. She believes that her parents, who are doctors, want her to attend the same
medical school they attended. Caroline herself wants to apply to the medical school that her best friend attends. Caroline’s
focus, in this case, is on what other people think she should do in addition to her own attitude toward specific schools.
Which of the following consumer attitude models best describes the given scenario?
a.
Changing schema-based affect
b.
The attitude-toward-the-object model
c.
Social judgment model
d.
The behavioral intentions model
ANSWER:
d
91. What are some of the factors that weaken the attitude–behavior relationship?
ANSWER:
Answers will vary. A number of factors can weaken the attitude–behavior relationship. Simply liking a
product doesn’t mean that we will buy it. Maybe we don’t have enough money to buy what we want. Other
factors also weaken the relationship. For example, as the length of time between attitude measurement and
overt behavior grows, the predictive ability of attitudinal models weakens. The specificity with which
attitudes are measured also has an impact on accuracy. Strong environmental pressures can also keep
consumers from performing intended behaviors. For example, when consumers feel rushed, decisions are
often made in haste. Finally, attitude–behavior models tend not to perform very well in impulse-buying
situations. Impulse purchases are sometimes hard to explain.
92. Briefly discuss the effect of fear appeal in marketing.
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cars, the posters that place in their apartments, and the types of T-shirts they wear.
ANSWER:
Answers will vary. Source credibility plays an important role in advertising effectiveness. In general,
credible sources tend to be more persuasive than less credible sources. This effect tends to be highest when
consumers lack the ability or motivation to expend effort attending to the details of an ad (low involvement).
However, credible sources also influence highly involved consumers, especially if their credentials are
clearly communicated early in a message. The credibility of sources also impacts the certainty with which
consumer attitudes are held, with lower levels of credibility leading to higher levels of certainty. Credibility
consists of two elements: expertise and trustworthiness. Expertise refers to the amount of knowledge that a
spokesperson is perceived to have about the product or issue in question. Trustworthiness refers to a
perception of the extent to which a spokesperson is presenting a message that he or she truly believes, with
no reason to present false information.
98. In the context of the elaboration likelihood model (ELM), explain how attitudes are changed based on differing levels
of consumer involvement.
ANSWER:
Answers will vary. The ELM illustrates how attitudes are changed based on differing levels of consumer
involvement. According to the ELM, a consumer begins to process a message as soon as it is received.
Depending on the level of involvement and a consumer’s ability and motivation to process a message, the
persuasion process then follows one of two routes: a central route or a peripheral route.If consumers find that
the incoming message is particularly relevant to their situation (and thus highly involved), they will likely
expend considerable effort in comprehending the message. In this case, high-involvement processing occurs,
and the central route to persuasion is activated. Here, the consumer develops a number of thoughts (or
cognitive responses) regarding the incoming message that may either support or contradict the information.
Because the consumer is highly involved, and because he has made an effort to carefully attend to the
message, it is likely that the attitude change will be relatively enduring.If consumers are not involved with a
message or lack either the motivation or ability to process information, the peripheral route to persuasion will
be followed. In this route, consumers are unlikely to develop cognitive responses to the message (either
supporting arguments or counterarguments), and are more likely to pay attention to things like the
attractiveness of the person delivering the message, the number of arguments presented, the expertise of the
spokesperson, and the imagery or music presented along with the message.
99. Describe the ABC approach to attitudes. Provide an example statement for each component of attitudes.
ANSWER:
Answers will vary. According to the ABC approach to attitudes, attitudes possess three components: affect,
behavior, and cognitions. Affect refers to feelings about an object, and cognitions refer to beliefs that a
consumer has about the object. Behavior refers to the overt behavior that consumers exhibit as well as their
intentions to behave. Following are the examples of each of the components:
• Affect: “I like Snapchat.”
• Behavior: “I always look at Snapchats my friends send me.“
• Cognitions: “Sending Snapchat videos is a good way for me to stay connected with friends.”
100. Briefly describe the value-expressive function of attitudes.
Answers will vary. The value-expressive function of attitudes enables consumers to express their core values,
self-concept, and beliefs to others. Accordingly, this function of attitude provides a positive expression of the
type of person a consumer perceives himself or herself to be and the values that he or she holds. For
example, consumers who believe in the protection of the environment might support a group like
Greenpeace. It is easy to learn about consumers’ values by looking at the bumper stickers they place on their