e.
Social judgment theory
30. _____ refers to the extent to which a company actively monitors its customers’ attitudes over time.
a.
Marketing audit
b.
Affect monitoring
c.
Attitude tracking
d.
Planned monitoring
e.
Proactive assessment
31. Marketpro Inc., a marketing firm, has been asked to conduct a market research on consumers’ attitudes
toward online shopping websites. In order to achieve its research objectives, Marketpro has been
actively monitoring consumers’ attitude over time through information collected from several social
networking sites and blog posts. This process is best described as _____.
a.
attitude tracking
b.
marketing audit
c.
affect monitoring
d.
situation analysis
e.
market segmentation
32. Which of the following terms refers to specific attempts to change attitudes?
a.
Segmentation
b.
Persuasion
c.
Positioning
d.
Monitoring
e.
Tracking
33. Salespeople are trained to assess a potential consumer’s attitude toward their company’s offerings and
to attempt to change that attitude if it is not positive. There are several techniques that help salespeople
accomplish this attitude change in potential consumers. Salespeople attempt to change consumer
attitudes about their products through _____.
a.
persuasion
b.
segmentation
c.
positioning
d.
affect monitoring
e.
attitude tracking
34. On finding out that customers were skeptical about the quality of food being currently served in her
restaurant, Nina started promoting the fact that her restaurant sourced only the freshest vegetables,
meat, and dairy products from the market. According to the attitude-toward-the-object approach, Nina
is attempting to _____.
a.
change consumer involvement
b.
change evaluations of product attributes
c.
add beliefs about new attributes
d.
change beliefs
e.
change motivations to comply
35. Which of the following is true of the attitude-toward-the-object approach?
a.
Changing evaluations of an attribute is usually easier than changing the strength of a belief
regarding that attribute.
b.
Changing belief involves convincing consumers that an attribute is not as positive or
negative as they may think.
c.
New beliefs are always tied to new attributes.
d.
Adding beliefs about new attributes may require a physical change to the product itself.
e.
When a valued attribute that was not previously considered is added, the overall attitude
toward the complex may be adversely affected.
36. According to the _____, behavior change can precede belief and attitude change.
a.
attitude-toward-the-object approach
b.
elaboration likelihood model
c.
balance theory
d.
schema-based affect approach
e.
behavioral influence approach
37. The _____ illustrates how attitudes are changed based on differing levels of consumer involvement.
a.
elaboration likelihood model
b.
schema-based affect model
c.
attitude-toward-the-object approach
d.
behavioral influence approach
e.
balance theory
38. Which of the following is true of the elaboration likelihood model?
a.
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 constitute the central cues.
b.
If a consumer is not involved with a message or lacks either the motivation or ability to
process information, the central route to persuasion will be followed.
c.
In the peripheral route, the consumer is unlikely to develop cognitive responses to the
message.
d.
If the consumer expends considerable effort in comprehending the message then the
peripheral route to persuasion is activated.
e.
Peripheral cues refer specifically to information found in the message that pertains directly
to the product, its attributes, its advantages, or the consequences of its use.
39. Which of the following are the two routes to persuasion according to the elaboration likelihood model?
a.
Primary route and secondary route
b.
Belief-based route and affect-based route
c.
Central route and peripheral route
d.
Cognitive route and affective route
e.
Utilitarian route and hedonic route
40. Mike has a passion for sports cars. He owns an envious array of sports sedans and supercars, and keeps
himself updated about the latest models, their features, and so on. According to the elaboration
likelihood model, which of the following is most likely to be activated when Mike comes across an
advertisement for a new sports vehicle introduced in the market?
a.
Peripheral route to persuasion
b.
Contrast effect route to persuasion
c.
Central route to persuasion
d.
Latitude of rejection route to persuasion
e.
Low-involvement hierarchy route to persuasion
41. Which type of cues refer specifically to information found in the message that pertains directly to the
product, its attributes, its advantages, or the consequences of its use?
a.
Central cues
b.
Relational cues
c.
Peripheral cues
d.
Imperative cues
e.
Sentiment cues
42. Percy Gray, a professional nature photographer, is planning to buy a camera. Recently, when he came
across a Nikon ad on a magazine, he carefully considered and evaluated the various attributes of the
cameras. He was keen on weighing the advantages against the price and also considered the usability
of the products under inclement weather conditions. In this instance, Percy Gray can be said to focus
on the _____.
a.
central cues
b.
relational cues
c.
abstract cues
d.
peripheral cues
e.
manual cues
43. According to the elaboration likelihood model of persuasion, if a consumer is not involved with a
message or lacks either the motivation or ability to process information, the _____ route to persuasion
will be followed.
a.
central
b.
peripheral
c.
primary
d.
relational
e.
abstract
44. In the elaboration likelihood model (ELM), nonproduct related information presented in a message is
referred to as a(n) _____.
a.
central cue
b.
peripheral cue
c.
relational cue
d.
inconsistent cue
e.
abstract cue
45. 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 are
examples of _____.
a.
central cues
b.
primary cues
c.
physical cues
d.
peripheral cues
e.
relational cues
46. The basic premise of _____ is that consumers are motivated to maintain perceived consistency in the
relations found in mental systems.
a.
balance theory
b.
changing schema-based affect
c.
behavioral influence theory
d.
social judgment theory
e.
elaboration likelihood model
47. Balance theory is based on the _____, which states that human beings prefer consistency among their
beliefs, attitudes, and behaviors.
a.
reality principle
b.
pleasure principle
c.
congruency principle
d.
consistency principle
e.
hedonic principle
48. According to the balance theory, the relations between the elements of observer, person, and object are
referred to as _____.
a.
primacy relations
b.
sentiment relations
c.
central relations
d.
peripheral relations
e.
affective relations
49. In the balance theory, the system (composed of observer, person, and object) is referred to as a _____.
a.
unit
b.
sentiment
c.
network
d.
cue
e.
triad
50. In the balance theory, the object-person relation is referred to as a(n) _____ relation.
a.
sentiment
b.
unit
c.
primary
d.
secondary
e.
central
51. Which of the following theories proposes that consumers compare incoming information to their
existing attitudes about a particular object or issue?
a.
Elaboration likelihood theory
b.
Social judgment theory
c.
Self-congruency theory
d.
Balance theory
e.
Behavioral influence theory
52. Which of the following concepts are used in social judgment theory to explain attitude change?
a.
Central route and peripheral route
b.
Latitudes of acceptance and latitudes of rejection
c.
Utilitarian function and hedonic function
d.
Sentiment relations and unit relations
e.
High involvement and low involvement
53. According to the social judgment theory, a message that is perceived as being opposed to the original
attitude position will fall within the _____.
a.
latitude of acceptance
b.
central route
c.
latitude of indifference
d.
latitude of rejection
e.
high-involvement hierarchy
54. According to the social judgment theory, in which of the following instances does assimilation occur?
a.
When the consumer is not involved with the message
b.
When an incoming message is perceived as falling within the latitude of rejection
c.
When material presented early in a message is most influential
d.
When material presented later in the message has the most impact
e.
When an incoming message falls within the latitude of acceptance
55. According to the social judgment theory, when an incoming message falls within the latitude of
acceptance, _____ occurs.
a.
attitude tracking
b.
contrast effect
c.
assimilation
d.
anchoring
e.
bandwagon effect
56. Tom strongly believes that raising tax rates for the rich is the only way to steer the economy out of a
recession because it is likely to generate greater tax revenue for the government. Even when his friend
Sam pointed at factual information illustrating that the government indeed 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. In this instance, _____ can be said to have occurred.
a.
assimilation
b.
attitude tracking
c.
a recency effect
d.
a contrast effect
e.
a change in belief
57. Which of the following is true about social judgment theory?
a.
When an incoming message falls within the latitude of acceptance, contrast effect occurs.
b.
When the original attitude is weak, the latitude of rejection is large.
c.
When an incoming message falls within the latitude of acceptance, the attitude of the
consumer is likely to change in the direction opposite to the message.
d.
When a message is perceived as being opposed to the original attitude position, it will fall
within the latitude of rejection.
e.
When an incoming message falls within the latitude of rejection, assimilation occurs.
58. _____ is a term that is used to describe how the appeal of a message and its construction affect
persuasion.
a.
Message effects
b.
Source effects
c.
Structural effects
d.
Central effects
e.
Peripheral effects
59. _____ refer to the characteristics of the person or character delivering a message that influence
persuasion.
a.
Primary effects
b.
Message effects
c.
Peripheral effects
d.
Central effects
e.
Source effects
60. Stella is surfing the Internet to look for affordable apartments in New York City. Every time she clicks
on a link to a website, she gets interrupted by random pop-up ads. She doesn’t know how to disable
these pop-ups and finds them extremely irritating. In the basic communications model, these pop-up
ads are classified as _____.
a.
stimulants
b.
noise
c.
encrypted data
d.
mediators
e.
moderators
61. From a traditional advertising perspective, the basic communication model is referred to as a _____
approach.
a.
“one–to–one”
b.
“many–to–one”
c.
“one–to–many”
d.
“many–to–many”
e.
“one-way-street”
62. Which of the following statements is true regarding sex appeals in advertising?
a.
Consumers find sexually appealing ads to be largely ineffective.
b.
The use of nudity is ineffective for products that have intimate appeal.
c.
Males and females alike tend to react negatively to female nudity in advertising.
d.
Moderate levels of nudity are more preferred by consumers.
e.
Sex appeals in ads are effective regardless of the type of product being advertised.
63. Which of the following is true about message appeals?
a.
Highly explicit content tends to direct attention toward the product.
b.
Humorous ads appear to be most effective when the consumer’s attitudes are initially
negative rather than positive.
c.
Fear appeals appear to be effective when advertisers show how difficult it is to implement
the desired response.
d.
Humor appeals always increase the credibility of a message source.
e.
Elements of humor are often used in violent ads to lessen the degree to which the ad is
disturbing.
64. Which of the following is true about message construction?
a.
Directly comparing one brand against specific competitors can be effective, especially
when the brand being promoted is not already the market leader.
b.
Overly complex messages always lead to favorable reactions.
c.
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.
d.
If marketers are attempting to reach a highly involved audience, important information
should ideally be placed later in the message.
e.
Consumers with low involvement are more motivated to attend to a larger number of
arguments than are highly motivated consumers.
65. 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 _____ effect.
a.
contrast
b.
congruency
c.
linear progression
d.
serial position
e.
bandwagon
66. When material presented early in a message is most influential, a _____ is said to occur.
a.
primacy effect
b.
contrast effect
c.
recency effect
d.
peripheral effect
e.
negative effect
67. Which of the following types of effect is said to occur when material presented later in the message
has the most impact?
a.
Primacy effect
b.
Contrast effect
c.
Recency effect
d.
Negative effect
e.
Peripheral effect
68. Which of the following is true about the effects of the source of a message on consumer attitudes?
a.
Source likeability affects persuasion more for consumers with high need for cognition than
for those with a low degree of this trait.
b.
The credibility of sources has no impact on the certainty with which consumer attitudes
are held.
c.
For consumers with low involvement, credible sources tend to be no more persuasive than
less credible sources.
d.
Expertise and trustworthiness have no influence on persuasion.
e.
Source likeability affects persuasion more for consumers with low need for cognition than
for those with a high degree of this trait.
69. Which of the following best describes the matchup hypothesis?
a.
It states that the more strongly held an attitude is, the more difficult it is to change.
b.
It states that a source feature is most effective when it is matched with relevant products.
c.
It illustrates how attitudes are changed based on differing levels of consumer involvement.
d.
It 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.
e.
It states that human beings prefer consistency among their beliefs, attitudes, and behaviors.
70. Pearl Beauty Inc., a leading cosmetics firm, wants to introduce its new anti-aging cream in the market.
Since its target audience comprises mostly of women in their mid-30s, Pearl Beauty decided to feature
a well-known model in the advertisement who is also in her mid-30s. 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 hypothesis
b.
elaboration likelihood model
c.
matchup hypothesis
d.
resonance hypothesis
e.
primacy effect
ATTITUDE SCENARIO
Serena wants to buy a new hair dryer. She surfs the Internet and finally considers buying either a
model from Philips or Braun. She rates them on their price, energy consumption, and design. Her
evaluative ratings (e) for each attribute and her beliefs of how each brand performs on a given attribute
(b) are given below:
Philips Model A
Braun Model B
Attribute
e
b
b
Low Price
3
8
8
Energy Consumption
2
5
6
Design
2
8
9
71. Refer to the Attitude Scenario. Based on the attitude-toward-the-object model, what is Serena’s overall
attitude ( ) toward Braun Model B?
a.
23
b.
54
c.
50
d.
44
e.
62
72. Refer to the Attitude Scenario. Based on the attitude-toward-the-object model, what is Serena’s overall
attitude toward Philips Model A?
a.
21
b.
50
c.
54
d.
44
e.
62
73. Refer to the Attitude Scenario. Which of the following is true about Serena’s overall attitude following
the implementation of the attitude-toward-the-object model?
a.
Serena has a more favorable attitude toward Philips Model A.
b.
Serena has a negative attitude toward Braun Model B.
c.
Serena has no significant attitude toward any model.
d.
Serena has a more favorable attitude toward Braun Model B.
e.
Serena has the same overall attitude toward Philips Model A and Braun Model B.
74. Refer to the Attitude Scenario. Serena sees an advertisement for Philips Model A which states that it
has the least energy consumption compared to the other models. According to the social judgment
theory, which of the following is most likely to happen when she sees this message?
a.
Her central route to persuasion will be activated.
b.
Assimilation will occur.
c.
She will place the message in the latitude of rejection.
d.
Her ego-defensive function of attitude will be activated.
e.
She will change her evaluations about Philips Model A.
75. Refer to the Attitude Scenario. According to the attitude-toward-the-object approach, if Braun
introduced extra styling features like straightening and curling, which of the following methods is
Braun using to change consumer attitude toward its brand?
a.
Changing beliefs
b.
Adding beliefs about new attributes
c.
Changing evaluations
d.
Changing schema-based affect
e.
Adding a social norm
76. Refer to the Attitude Scenario. Serena sees an advertisement for Philips Model A which states that it
has the least energy consumption compared to the other models. According to the elaboration
likelihood model (ELM), she is most likely to be influenced by the _____ route to persuasion.
a.
central
b.
peripheral
c.
secondary
d.
sentiment
e.
unit
AUTOMOBILE SCENARIO
Consider a consumer who is contemplating a new automobile purchase. She has narrowed her decision
down to two brands, Honda Accord and Ford Taurus. She has identified gas mileage, price, warranty,
and styling to be important attributes to consider in her decision. Her evaluative ratings (e) for each
attribute and her beliefs of how each brand performs on a given attribute (b) are given below:
Honda Accord
Ford Taurus
Attribute
e
b
b
Mileage
2
6
4
Low Price
3
2
2
Warranty
-1
1
3
Design
1
10
5
77. Refer to the Automobile Scenario. Based on the attitude-toward-the-object model, what is the
consumer’s overall attitude ( ) toward Honda Accord?
a.
23
b.
12
c.
27
d.
16
e.
19
78. Refer to the Automobile Scenario. Based on the attitude-toward-the-object model, what is the
consumer’s overall attitude ( ) toward Ford Taurus?
a.
23
b.
16
c.
17
d.
11
e.
27
79. Refer to the Automobile Scenario. Which of the following is true of the customer’s overall attitude
following the implementation of the attitude-toward-the-object model?
a.
The customer has a more favorable attitude toward Ford Taurus.
b.
The customer has a negative attitude toward Honda Accord.
c.
The customer has no significant attitude toward any model.
d.
The customer has a more favorable attitude toward Honda Accord.
e.
The customer has the same overall attitude toward both Ford Taurus and Honda Accord.
80. Refer to the Automobile Scenario. According to the attitude-toward-the-object approach to attitude
change, if Honda publicized the fact that Accord is also being offered as a hybrid with more
environment-friendly features, by which of the following methods is Honda attempting to change this
consumer’s attitude toward its brand?
a.
Changing beliefs
b.
Adding beliefs about new attributes
c.
Changing evaluations
d.
Changing schema-based affect
e.
Adding a social norm
81. Refer to the Automobile Scenario. The consumer comes across an advertisement that shows Honda
stating that Accord is being offered as an environment-friendly hybrid model. According to the
elaboration likelihood model (ELM), this consumer is most likely to be influenced by the _____ route
to persuasion.
a.
central
b.
peripheral
c.
secondary
d.
sentiment
e.
unit
ESSAY
1. Define attitude and describe the ABC approach to attitudes. For each component of this approach, give
an example that illustrates that component of your attitude regarding a product or activity.
2. Name and describe the four functions of attitudes.
3. What is the hierarchy of effects? Briefly describe the different hierarchies.
4. Explain the formula for predicting attitudes using the attitude-toward-the-object approach.
5. Explain how the behavioral intentions model differs from the attitude-toward-the-object (ATO) model.
6. Using the elaboration likelihood model (ELM), illustrate how attitudes are changed based on differing
levels of consumer involvement.
7. Describe balance theory and how it can be used to explain the effectiveness of celebrity endorsers in
changing consumers’ attitudes.
8. Explain the elements of source credibility and suggest a credible source for the following products,
services, or ideas:
(a) Golf shoes
(b) Weight-loss product
(c) Hair salon
(d) Breast cancer awareness