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Chapter 11 Attitudes and Influencing Attitudes Answer Key
Multiple Choice Questions
1.
(p. 384)
A learned predisposition to respond in a consistently favorable or unfavorable manner with
respect to a given object is known as a(n) _____.
2.
(p. 384)
Caleb learned from his parents that littering was bad, so when he sees someone doing it, he
forms an unfavorable impression of that person. Caleb's learned predisposition to dislike
someone who litters represents his _____.
3.
(p. 385)
Quaker Oats contains zero milligrams of sodium. This is an example of what type of belief?
Topic: Cognitive Component
4.
(p. 385)
Marketers must promote _____ rather than _____, especially for less knowledgeable
consumers and for complex products.
5.
Which component of attitudes consists of a consumer's beliefs about an object?
6.
Mitch likes Toyota automobiles because he thinks they have the highest reliability of all
automobiles. His belief about Toyota's reliability represents which component of Mitch's
attitude?
7.
Which of the following is used to understand a consumer's cognitive component of attitude?
8.
Which of the following can be a component of a multiattribute model?
9.
Duane is attempting to determine consumers' attitudes toward his restaurant by asking them
their beliefs about how his restaurant performs on several attributes, such as price, ambience,
quality of the food, and friendliness of service. Consumers can rate his restaurant with a score
of 1 to 7 for each of these attributes, with 7 being the highest. Duane adds up the scores to
see how he performs, using the assumption that a higher total is better. At a basic level, which
type of model is Duane using?
10.
An approach to measuring the importance of attitude components that requires consumers to
allocate 100 points among the components such that the distribution of the points reflects the
relative importance of the component is _____.
11.
When considering consumers' ideal levels of performance on attributes when using a
multiattribute attitude model, which attitude index is best?
12.
Feelings or emotional reactions to an object reflect the _____ component of an attitude.
13.
Kimberly-Clark is interested in mothers' emotional reactions to its Huggies brand of disposable
diapers, which usually have popular characters or cute designs printed on them. Which
component of attitude is Kimberly-Clark interested in?
14.
Janice and her mother were visiting an art gallery, and they were looking at modern art. When
they came to one painting, Janice said, "I like that." When her mother asked her why she liked
it, all she could say was, "I don't know, I just like it." Which component of attitude does this
represent?
15.
Nike has several models of athletic shoes, and most have high functionality. However, several
models are also sleek looking and can actually make a fashion statement for the wearer as
well as performing the functional aspects of the product. By going beyond the cognitive
associations of functionality and attempting to tap consumers' affective reactions, Nike and
other marketers are developing products with _____.
16.
SAM (Self-Assessment Manikin) is used to assess which component of attitude?
17.
Why are the SAM and AdSAM measures effective across cultures?
18.
Which component of attitude represents one's tendency to respond in a certain manner toward
an object or activity?
19.
How are actual behaviors and response tendencies most often measured?
20.
Which of the following statements adequately reflects the concept of attitude component
consistency?
21.
Which of the following is a factor that may account for inconsistencies between measures of
beliefs and feelings and observations of behavior?
22.
Which of the following is NOT a factor accounting for inconsistencies between measures of
beliefs and feelings and observations of behavior?
23.
Madeline has a(n) _____ toward Regular Coke, whereby she simultaneously really likes the
taste but also is really negative about the brand because it has high calories.
24.
Attitude components tend to be _____.
25.
Which of the following is a strategy for altering the cognitive component of a consumer's
attitude?
26.
For years, American automobiles did not have the level of quality that foreign, particularly
Japanese, automobiles had. However, that has changed, and most automobiles built in the
United States have comparable or superior quality compared with imports. Consumers'
attitudes are slow to change, however, and marketers must use which strategy to change the
cognitive component of consumers' attitudes?
27.
In an attempt to alter consumers' cognitive component of their attitude toward the Pepsi brand
of cola, a freshness date was added on the cans. Pepsi wanted consumers to consider this
attribute that was never a consideration before. Pepsi was using which strategy to alter the
cognitive structure of a consumer's attitude?
28.
Which of the following is an approach used by marketers to increase consumers' affect toward
their brand?
29.
The owner of a local restaurant wants to enhance consumers' attitudes toward his restaurant
by changing the affective component of their attitude. Which of the following is an appropriate
approach to achieve this objective?
30.
Simply presenting a brand to an individual on a large number of occasions to make the
individual's attitude toward the brand more positive is known as _____.
31.
How does mere exposure enhance attitudes?
32.
For which type of products can affect, emotions, and Aad play a role in more conscious, high-
involvement settings?
33.
Online marketers attempt simulate "touch" by creating a(n) _____.
34.
Changing behavior prior to changing affect or cognition is based primarily on _____.
35.
Which of the following is a common technique for inducing trial behavior?
36.
Which of the following is an individual factor that can influence attitude change?
37.
Which of the following is a theory about how attitudes are formed and changed under varying
conditions of involvement?
38.
The elaboration likelihood model posits two routes to persuasion, which are the _____.
39.
Carissa is highly involved is a purchase decision for a new car. She has searched the Internet,
visited car dealerships, talked to friends and family, and paid attention to advertisements.
According to the elaboration likelihood model, by which route is Carissa likely to be
persuaded?
40.
Which of the following is FALSE regarding the central route to persuasion in the elaboration
likelihood model?
41.
Dana is watching television when a commercial for a brand of bathroom cleaner comes on.
She is not very interested in the product category, but the ad was entertaining and made her
laugh. As a result, she had a positive attitude toward the brand of cleaner advertised.
According to the elaboration likelihood model, which route to persuasion influenced Dana?
42.
Generally speaking, compared to attitudes formed under the peripheral route, attitudes formed
under the central route tend to be _____.
43.
Addison is a brand manager and wants consumers to form attitudes that are strong, resistant
to counter persuasion attempts, more accessible from memory, and more predictive of
behavior. Which route of the elaboration likelihood model should he encourage consumers to
take?
44.
_____ is the first strategy a loyal consumer uses when his or her favorite brand is attacked
with negative information.
45.
A loyal consumer will often use _____ to protect his or her brand by reducing the importance
they put on a given attribute.
46.
_____ is used by loyal consumers, whereby they "seal off" the negative information as a way
to quarantine.
47.
The source of a communication represents _____.
48.
_____ consists of trustworthiness and expertise.
49.
Dr. Rosenfeld is the doctor on Sunday House Call, a Sunday morning health program on the
Fox News channel. Dr. Rosenfeld is highly esteemed in his field and provides up-to-date
medical information for viewers. Sometimes, he recommends specific products, and Valerie, a
regular viewer of the program, trusts what he says or recommends because he doesn't seem
to have an apparent motive to mislead viewers. Which characteristic does Dr. Rosenfeld
possess?
50.
In which type of ad does a person, generally a typical member of the target market, recount
his or her successful use of the product, service, or idea?
