52) Matthew recently purchased a new laptop for $1,500. He subsequently saw an advertisement
for what appeared to be a similar model being sold for only $1,350. In order to resolve his
________, Matt decided that the cheaper model must not have as many attractive features as the
model he purchased.
A) indirect experience
B) attitude formation
C) subjective norm
D) post-purchase dissonance
E) situational influence
53) In order to reduce ________, consumers can rationalize their purchase decision as being
wise, seek out advertisements that support their choice, try to “sell” friends on the positive
features of the brand, or look to known satisfied owners for reassurance.
A) post-purchase dissonance
B) emotionally charged states
C) defensive attribution
D) subjective norms
E) attitude formation
54) Jerry bought a new washing machine for his home, but he has some tension over whether he
made the best decision. Which of the following is NOT a strategy Jerry might use to reduce post-
purchase dissonance?
A) rationalize his decision
B) “sell” friends on the positive features of the washing machine
C) look for satisfied owners of the washing machine
D) seek out ads for competitive products he did not choose
E) seek out ads for the washing machine he chose
55) ________ attempts to explain how people assign blame or credit to events on the basis of
either their own behavior or the behavior of others.
A) Self-perception theory
B) Cognitive dissonance theory
C) Attribution theory
D) Buyer intention theory
E) Attitude theory
56) When a person says “I contributed to the American Red Cross because it really helps people
in need” or “He tried to persuade me to buy an LED rather than a 3D TV because he’d make a
bigger commission,” they are providing examples of ________ in action.
A) self-perception theory
B) cognitive dissonance theory
C) attribution theory
D) buyer intention theory
E) attitude theory
57) ________ suggests that attitudes develop as consumers look at and make judgments about
their own behavior.
A) Self-perception attributions
B) Cognitive dissonance theory
C) Attribution theory
D) Buyer intention theory
E) Attitude theory
58) If a student observes that she routinely purchases the Des Moines Register on her way to
class, she is apt to conclude that she likes the Des Moines Register. This is an example of how
the ________ helps make inferences about one’s behavior.
A) elaboration likelihood model
B) attribution theory
C) self-perception theory
D) defensive attributions theory
E) formation theory
59) When consumers give themselves credit for the outcome of a behavior, they are engaging in
________.
A) subjective attribution
B) internal attribution
C) objective attribution
D) defensive attribution
E) external attribution
60) According to the principle of ________, consumers are likely to accept credit personally for
success and to attribute failure to others or to outside events.
A) subjective attribution
B) internal attribution
C) objective attribution
D) defensive attribution
E) external attribution
61) Someone who donates $10 to Amnesty International might be persuaded to donate a much
larger amount when properly approached because that person may decide that he or she is the
kind of person who makes such charitable donations. This demonstrates the basic premise of the
________.
A) door-in-the-face technique
B) consensus technique
C) foot-in-the-door technique
D) attribution technique
E) dual mediation technique
62) One of the criteria used by consumers to confirm their initial attributions about objects is
________, which means that the reaction (the prior inference) is perceived in the same way by
other consumers.
A) distinctiveness
B) consistency over time
C) consistency over modality
D) consensus
E) self-defense
63) The principle of ________ suggests people accept or take credit for success, but assign
failure to others or outside events.
A) distinctiveness
B) defensive attribution
C) door-in-the-face
D) consensus
E) compliance
64) If an MBA alumnus considers donating to the program, but is concerned about whether he
will become part of a select group if he donates, he is trying to seek reinforcement for his initial
attributions via ________.
A) distinctiveness
B) consistency over time
C) consistency over modality
D) consensus
E) self-defense
65) In the CAR MINI CASE, Carl’s reconsideration of brand choice after he buys a Subaru
constitutes ________.
A) buying intention
B) niche marketing
C) indirect experience
D) defensive attribution
E) post-purchase dissonance
66) In the CAR MINI CASE, Subaru’s portrayal of its station wagon as a car designed for young
people who need extra cargo space to accommodate their active lives appeals to Carl because
that is how he sees himself. In this way, Subaru is appealing to the ________ function to change
attitudes toward station wagons.
A) utilitarian
B) knowledge
C) ego-defensive
D) competitive
E) value-expressive
67) In the COFFEE MINI CASE, Linda’s initial resistance to the idea of trying Sunrise Coffee
arises from which of the following multiattribute attitude models?
A) attitude-toward-behavior model
B) trying-to-consume model
C) attitude-toward-object model
D) attitude-toward-consumer model
E) attitude-toward-the-ad model
68) In the COFFEE MINI CASE, Linda attributes her upbeat attitude and alertness to the change
in the weather. This is an example of ________.
A) internal attribution
B) utilitarian attribution
C) conative attribution
D) external attribution
E) defensive attribution
69) In the COFFEE MINI CASE, Linda’s new attitude toward and repeat patronage of Sunrise
Coffee is a function of the ________ of the tri-component attitude model.
A) utility component
B) affective component
C) defensive component
D) cognitive component
E) conative component
70) In the COFFEE MINI CASE, Linda’s attitude toward Sunrise changes as a result of
________.
A) word-of-mouth
B) direct experience
C) a change in her environment
D) advertising
E) cognitive dissonance
71) In the PUB MINI CASE, ________ is the attitude object.
A) the pub
B) the Irish community
C) the advertising message
D) Sean
E) the price point
72) In the PUB MINI CASE, by targeting people with strong attachments to their Irish heritage,
The Celtic Knot is taking advantage of the ________ function of their target market’s attitudes.
A) utilitarian
B) value-expressive
C) knowledge
D) attribution
E) ego-defensive
73) In the PUB MINI CASE, Sean enjoys the feeling the pub gives him of connection with his
Irish heritage. This is the ________ of his attitude toward the pub.
A) affective component
B) effective component
C) cognitive component
D) conative component
E) prospective component
74) In the PUB MINI CASE, Sean feels comfortable perceiving The Celtic Knot as a genuine
Irish pub because many of his friends believe the same thing. He is using ________ to affirm his
attitude.
A) distinctiveness
B) consistency over modality
C) consistency over time
D) the central route to persuasion
E) consensus
75) In the PUB MINI CASE, Sean concludes that he likes The Celtic Knot because he goes there
frequently. This is an application of ________.
A) the elaboration likelihood model
B) attribution theory
C) self-perception theory
D) defensive attributions theory
E) formation theory
76) Attitudes can be directly observed.
77) Attitudes are learned from direct experience with the product, word-of-mouth information
acquired from others, or exposure to mass-media advertising, the Internet, and various forms of
direct marketing.
78) The affective component of the tri-component attitude model represents the consumer’s
emotions and feelings regarding the attitude object.
79) Emotionally charged states can enhance or amplify positive or negative experiences and
impact later recollections of such experiences and future behavior.
80) In marketing and consumer research, the conative component of the tri-component attitude
model is frequently treated as an expression of the consumer’s intention to buy.
81) Responding positively to an intention to buy question with regard to a brand will increase the
likelihood of that consumer purchasing the brand.
82) Competitors often try to change the strong and positive attitudes consumers have toward
market leaders in an attempt to get consumers to switch brands.
83) The appeal of the attitude-toward-behavior model is that it allows researchers to understand
consumers’ subjective norms and the factors that form them.
84) Consumers’ attitudes toward a particular brand’s advertising are independent of their beliefs
about the brand and do not influence their attitudes toward the brand itself.
85) If consumers like the ad they see, they are more likely to buy the product.
86) The purchase and consumption of a product are necessary for the formation of attitudes.
87) In general, the more information consumers have about a product or service, the more likely
they are to form attitudes about it, either positive or negative.
88) The ego-defensive function maintains that people form attitudes in order to protect
themselves from sensing doubt and to replace uncertainty with feelings of security and
confidence.
89) When an ad for Green Works from Clorox states the product cleans effectively and is
environmentally friendly, unlike competing brands, it is using the utilitarian approach to attitude
change.
90) The knowledge function of the functional approach to attitude change relies on the fact that
most people want to protect their self-images from inner feelings of doubt.
91) Highly involved consumers use attribute-based information to evaluate brands, whereas less
involved consumers apply simpler decision rules.
92) The elaboration likelihood model (ELM) proposes that attitudes can sometimes be changed
by either one of two different routes to persuasion – a central route or a peripheral route.
93) Central inducements have greater staying power over time than secondary inducements.
94) Because expensive and important purchases often require compromise when choosing
among alternatives, post-purchase dissonance commonly occurs.
95) Marketers can help consumers relieve their dissonance by including messages in their
advertising specifically aimed at reinforcing consumers’ decisions by complimenting their
wisdom, offering stronger guarantees or warranties, increasing the number and effectiveness of
its services, or providing detailed brochures on how to use its products correctly.
96) Jill was recently complemented on her piano playing skills. She attributed her skill to the
quality and skill of her instructor. This is an example of defensive attribution.
97) Individuals who try a brand without any inducements or individuals who buy a brand
repeatedly are more likely to consider that they buy the brand because they like it, rather than
because it was free or on sale.
98) When cognitive dissonance occurs after the purchase it is called post-purchase dissonance.
99) If a first request for a $1,000 contribution to your university’s alumni foundation is followed
by a second, less costly request for $150, the person soliciting the funds may be using the door-
in-the-face technique.
100) If an alumnus considering donating money to his or her MBA program asks how distinctive
his contribution would be and whether he would become part of an elite group, he is concerned
about consensus.
101) Differentiate between the three components of the tri-component attitude model.
102) One of the multiattribute models is the attitude-toward-behavior model. Explain the model
and give an example.
103) What is the theory of trying to consume? Give an example from your own experience.
104) To help marketers understand the impact of advertising on consumer attitudes, they use a
certain model to help measure attitudes. Talk about this model.
105) Identify the four functions that serve as motivators under the functional approach and
provide an example of each.
106) Explain how involvement in a purchase situation affects the amount of cognitive
elaboration a consumer will use, which can affect a marketer’s success in altering the consumer’s
attitudes. Be sure to mention each of the two routes to persuasion in your response.
107) How can marketers utilize the knowledge function to influence the basic motivational
function?
108) What is cognitive dissonance and when does it happen?
109) What is the foot-in-the door technique? Give an example.
110) Briefly describe how individuals analyze self-attributions and provide an example.