Consumer Behavior, 12e (Schiffman/Wisenblit)
Chapter 6 Consumer Attitude Formation and Change
1) In a consumer behavior context, ________ are learned predispositions to behave in a
consistently favorable or unfavorable way with respect to a given object.
A) attitudes
B) beliefs
C) values
D) feelings
E) intentions
2) John is conducting research on American attitudes toward European car brands, particularly
Volkswagen, Volvo, Mercedes, and BMW. The car brands he is researching are ________.
A) experiences
B) attitudes
C) objects
D) attributions
E) cognitions
3) The shift from no attitude to an attitude is a result of ________.
A) biological pressures
B) environment
C) learning
D) genetic predisposition
E) none of the above
4) Attitudes stemming from ________ are more confidently held, more enduring, and more
resistant to competitors’ messages than attitudes originating from promotional messages only.
A) print advertisements
B) product usage
C) websites
D) television advertisements
E) endorsers
5) Which of the following is true of attitudes and their relationship with behavior?
A) Attitudes are permanent, but the behaviors they reflect change over time.
B) Consumers always demonstrate consistency between their attitudes and their behaviors.
C) There is no demonstrable link between attitudes and behavior.
D) When consumers are free to act as they wish, we anticipate that their actions will be
consistent with their attitudes.
E) Attitude change is always followed by behavior change.
6) Marketers that offer coupons and free samples of new products to entice consumers to try
them understand the importance of ________ in attitude formation.
A) subjective norms
B) indirect experience
C) ego defense
D) attribution
E) direct experience
7) Attitudes that develop through ________ tend to be more confidently held, more enduring,
and more resistant to attack than those developed via ________.
A) direct experience; indirect experience
B) internal attribution; external attribution
C) utilitarian function; knowledge function
D) cognition; emotions
E) direct marketing; niche marketing
8) Consumers who have a high need for cognition are likely to ________.
A) form positive attitudes in response to ads that feature an attractive model or a celebrity
B) form a positive attitude in response to ads or direct mail that are rich in product-related
information
C) form negative attitudes toward ads that are rich in product information
D) feel neutral toward ads that feature attractive models or product information
E) feel neutral toward ads that are rich in product-related information
9) According to the ________, attitudes consist of three major components: a cognitive
component, an effective component, and a conative component.
A) dual mediation model
B) tri-component attitude model
C) self-perception theory
D) multiattribute attitude model
E) functional approach
10) ________ include the knowledge and perceptions that are acquired by a combination of
direct experience with the attitude object and related information from varied sources.
A) Affectations
B) Emotions
C) Cognitions
D) Objectives
E) Conations
11) The ________ component of the tri-component attitude model includes a consumer’s
emotions or feelings about a particular product or brand.
A) conative
B) objective
C) cognitive
D) affective
E) situational
12) Roy is looking to buy a new HDTV set. He knows from friends that LCD set screens reflect
less light than plasma set screens, but that LCD sets are also more subject to blurring than plasma
sets. This is an example of the ________ component of his attitude toward HDTVs.
A) conative
B) objective
C) cognitive
D) affective
E) situational
13) Paula is a regular at Gino’s Italian Bistro. She likes going there because the staff always
recognizes her, greets her by name, and makes her feel welcome at the restaurant, so she feels an
emotional connection with the staff and the restaurant. This is an example of the ________
component of her attitude toward Gino’s.
A) cognitive
B) conative
C) situational
D) perspective
E) affective
14) ________ is concerned with the likelihood or tendency than an individual will undertake a
specific action or behave in a particular way with regard to the attitude object.
A) Cognition
B) Affectation
C) Situation
D) Perspective
E) Conation
15) In marketing and consumer research, the conative component of the tri-component attitude
model is frequently treated as an expression of the consumer’s ________.
A) attitude
B) level of familiarity
C) intention to buy
D) attitude toward the object
E) ego-defensive function
16) ________ assess(es) the likelihood of a consumer purchasing a product or behaving in a
certain way.
A) Cognitive dissonance theory
B) Buyer intention scales
C) Attitude-change strategies
D) Emotionally charged states
E) Self-perception theory
17) ________ portray consumers’ attitudes with regard to an attitude object as a function of
consumers’ perceptions and assessment of the key attributes or beliefs of that object.
A) Multiattribute attitude models
B) Functional models
C) Dual mediation models
D) Cognitive dissonance theories
E) Tri-component attitude models
18) Attitude-toward-object, attitude-toward-behavior, and theory of reasoned action models are
examples of ________.
A) tri-component attitude models
B) buyer intention scales
C) attitude-change strategies
D) self-perception theories
E) multiattribute attitude models
19) According to the attitude-toward-object model, the consumer’s attitude toward a product is a
function of ________.
A) price
B) communication messages the consumer receives
C) the presence or absence of certain product-specific beliefs or attitudes
D) the consumer’s intention to behave in a certain way
E) consumers’ subjective norms
20) Microsoft wants to measure public attitudes toward the default media-playing software
included in its Windows operating system. Which of the following types of multiattribute
attitude models would be most appropriate for Microsoft to use?
A) theory of reasoned action model
B) trying-to-consume model
C) attitude-toward-object model
D) attitude-toward-behavior model
E) attitude-toward-the-ad model
21) The ________ is designed to capture the individual’s attitude toward acting with respect to an
object rather than the attitude toward the object itself.
A) theory of reasoned action model
B) trying-to-consume model
C) attitude-toward-object model
D) attitude-toward-behavior model
E) attitude-toward-the-ad model
22) Jake feels that shopping in thrift shops shows a lack of class and sophistication. This attitude
would be captured by which of the following multiattribute attitude models?
A) theory of reasoned action model
B) trying-to-consume model
C) attitude-toward-object model
D) attitude-toward-behavior model
E) attitude-toward-the-ad model
23) According to the ________, to understand consumers’ intentions we also need to measure the
subjective norms that influence an individual’s intention to act.
A) theory of reasoned action model
B) trying-to-consume model
C) attitude-toward-object model
D) attitude-toward-behavior model
E) attitude-toward-the-ad model
24) ________ involve both the beliefs that the consumer attributes to relevant others, such as
friends and parents, and the consumer’s motivation to comply with the beliefs held by those
relevant others.
A) Niche markets
B) Subjective norms
C) Direct experiences
D) External attributions
E) Foot-in-the-door techniques
25) If an undergraduate student was considering getting a tattoo and stopped to ask herself what
her parents would think of such behavior, such a reflection would constitute her ________.
A) internal attribution
B) subjective norm
C) direct experience
D) external attribution
E) niche
26) Which of the following are considered to be underlying factors that are likely to produce a
subjective norm?
A) conative predispositions and cognitions
B) normative beliefs and motivation to comply with relevant others
C) affective predispositions toward the behavior and motivation to comply with others
D) intrinsic and extrinsic attributions
E) intention and normative beliefs
27) An extension of the theory of reasoned action model is the ________, which adds the
construct of perceived behavioral control, which is a consumer’s perception of whether the
behavior is or is not within his or her control.
A) trying-to-consume model
B) theory of planned behavior
C) attitude-toward-object model
D) attitude-toward-behavior model
E) attitude-toward-the-ad model
28) The ________ is designed to account for cases in which the action or outcome is desired but
not certain, and reflects the consumer’s attempts to consume, whether or not they are successful.
A) theory of reasoned action model
B) trying-to-consume model
C) attitude-toward-object model
D) attitude-toward-behavior model
E) attitude-toward-the-ad model
29) In the theory of trying to consume, the consumer’s attempts to consume may be a result of
________ or ________ impediments that prevent the desired action or outcome.
A) personal; social
B) personal; environmental
C) social; environmental
D) physical; economic
E) economic; environmental
30) According to the attitude-toward-the-ad model, the consumer forms various feelings and
judgments as a result of exposure to an ad. If the consumer likes the ad, ________.
A) he is more likely to buy the product
B) he is less likely to buy the product
C) he is less likely to encounter environmental impediments to consumption
D) his like or dislike has no relevance to his likelihood of purchasing the product
E) he is more likely to attribute satisfaction with the product internally
31) Chris notices the label for a popular brand of yogurt suggests the yogurt has more potassium
than a banana. Chris had not previously associated the yogurt brand, or any other yogurt, with
potassium. In this example, the marketer ________.
A) changed the relative evaluation of an existing attribute
B) changed the importance of an existing attribute
C) added a new attribute
D) developed a favorable attitude toward the ad
E) used priming
32) Attitudes toward online shopping are a function of all of the following EXCEPT ________.
A) purchase convenience
B) information abundance
C) service quality
D) promotions
E) homepage design
33) The tuna marketers’ task in the “tunathewonderfish.com” website and related campaign was
to ________.
A) turn an approach object into an avoidance object
B) turn an avoidance object into an approach object
C) turn a knowledge object into a utilitarian object
D) turn a utilitarian object into a knowledge object
E) turn a utilitarian object into an avoidance object
34) The objective of the “tunathewonderfish.com” website and related campaign was to
________.
A) communicate that tuna is good for your heart
B) communicate that tuna is part of a healthy diet
C) communicate that tuna is great on the go
D) restore consumer confidence in tuna
E) all of the above
35) Changing attitudes according to their applicable consumer motivations is known as the
________.
A) favorable approach
B) functional approach
C) competitive approach
D) industrial approach
E) goodwill approach
36) Ben has a positive attitude toward Nova Hiking Gear because a pair of Nova hiking boots he
owns have proven to be very durable and to provide good support during long hikes. Ben has
formed this attitude based on the boots’ ________.
A) ego-defensive function
B) utilitarian function
C) value-expressive function
D) knowledge function
E) intention function
37) An ad for dentures that tells consumers that they can feel secure, smile, and eat because their
brand of denture cream will not let their dentures fall out is trying to attract customers by
emphasizing the brand’s ________.
A) ego-defensive function
B) utilitarian function
C) value-expressive function
D) knowledge function
E) intention function
38) Ads for cosmetics and personal care products acknowledge the fact that people want to
protect their self-images from inner feelings of doubt. This is consistent with which basic
motivational functions?
A) the ego-defensive function
B) the knowledge function
C) the utilitarian function
D) the value-expressive function
E) the intention function
39) An ad for a new allergy medication includes a bar graph which demonstrates the product’s
superiority by contrasting its allergy symptom relief abilities with other allergy medications. This
is consistent with which basic motivational functions?
A) the ego-defensive function
B) the knowledge function
C) the utilitarian function
D) the value-expressive function
E) the intention function
40) If a consumer segment generally holds a positive attitude toward owning the latest designer
jeans and values having the latest and greatest in designer jeans, then that segment’s attitude
toward new brands of designer jeans are likely to reflect that orientation. This is an example of
the ________ of attitude.
A) ego-defensive function
B) utilitarian function
C) value-expressive function
D) knowledge function
E) intention function
41) An example of the ________ function of motivation is for Crest to point out how its new
toothbrush is superior to all other toothbrushes in controlling gum disease by removing more
plaque.
A) ego-defensive
B) knowledge
C) utilitarian
D) value-expressive
E) intention
42) Tom is looking to lose weight by cutting carbohydrates out of his diet, particularly from
regular sodas, but has a negative attitude towards diet. Diet Coke promotes its association with
the American Heart Association, which generates goodwill from Tom. What strategy did the
company use?
A) changing the relative evaluation of attributes
B) associating the product with a special group, event or cause
C) changing the basic motivational function
D) changing consumer beliefs about competitor brands
E) changing consumers’ subjective norms
43) Which of the following is true of consumer brand beliefs in the context of changing
consumer attitudes?
A) Consumers tend to interpret ambiguous information in ways that challenge their preexisting
attitudes.
B) Consumers frequently resist evidence that challenges strongly held attitudes or beliefs.
C) The easiest way to change consumer attitudes is to attack longstanding brand beliefs.
D) Consumers generally embrace evidence that challenges strongly held attitudes and beliefs.
E) Brand loyalty is very rare and so it is relatively easy for marketers to change brand beliefs.
44) The Elaboration Likelihood Model proposes that consumers’ attitudes are changed by two
distinctly different routes to persuasion: ________ routes and ________ routes.
A) central; logical
B) main; secondary
C) central; peripheral
D) rational; emotional
E) direct; indirect
45) When consumers are willing to exert the effort to comprehend, learn, or evaluate the
available information about the attitude object, learning and attitude change occur via the
________ to persuasion.
A) central route
B) celebrity endorsement
C) peripheral route
D) functional approach
E) dual mediation model
46) When a consumer’s motivation or assessment skills are low, learning and attitude change
tend to occur via the ________ to persuasion.
A) central route
B) tri-component route
C) functional route
D) primary route
E) peripheral route
47) Recent research has found that largely cognitive processing, via the ________, has an
emotional core.
A) central route
B) tri-component route
C) functional route
D) primary route
E) peripheral route
48) Central brand claims that are critical to the evaluation of the product’s utilitarian attributes
are most likely processed via the ________.
A) central route
B) tri-component route
C) functional route
D) primary route
E) peripheral route
49) Attitude change via the peripheral route may be an outcome of ________ like cents-off
coupons, free samples, beautiful background scenery, great packaging, or a celebrity
endorsement.
A) core route
B) primary inducements
C) functional route
D) secondary inducements
E) passive route
50) A popular pop singing sensation is a spokesperson for a cellular phone company. As a non-
expert celebrity endorser, her presence in communications about the cellular phone company’s
service is likely to be processed via the ________.
A) central route
B) tri-component route
C) functional route
D) primary route
E) peripheral route
51) According to ________, discomfort occurs when a consumer holds conflicting thoughts
about a belief or an attitude object.
A) attitude-change strategies
B) cognitive dissonance theory
C) attribution theory
D) self-perception theory
E) attitude research