Consumer Behavior, 10e (Schiffman/Kanuk) Chapter 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 Answer: A Diff: Page Ref: 228 AACSB: Analytic Skills Skill: Concept Objective: 8.1: Understand what attitudes are, how they are learned, as well as their nature and characteristics 2) John is conducting research on American attitudes toward European car brands, particularly Volkswagen, Volvo, Mercedes, and BMW This research is said to be A) experientially directive B) attitude-changing C) object specific D) attributional E) cognitive Answer: C Diff: Page Ref: 228 AACSB: Analytic Skills Skill: Application Objective: 8.1: Understand what attitudes are, how they are learned, as well as their nature and characteristics 3) Attitudes might propel consumers toward a particular behavior or repel them away from a particular behavior, therefore attitudes have a quality A) behavioral B) motivational C) threatening D) driving E) defensive Answer: B Diff: Page Ref: 229 Skill: Concept Objective: 8.1: Understand what attitudes are, how they are learned, as well as their nature and characteristics ScholarStock 4) 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 Answer: D Diff: Page Ref: 229 AACSB: Reflective Thinking Skill: Application Objective: 8.1: Understand what attitudes are, how they are learned, as well as their nature and characteristics 5) According to the , attitudes consist of three major components: a cognitive component, an effective component, and a conative component A) dual mediation model B) tricomponent attitude model C) self-perception theory D) multiattribute attitude model E) functional approach Answer: B Diff: Page Ref: 231 Skill: Concept Objective: 8.1: Understand what attitudes are, how they are learned, as well as their nature and characteristics 6) 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 Answer: C Diff: Page Ref: 231 Skill: Concept Objective: 8.1: Understand what attitudes are, how they are learned, as well as their nature and characteristics ScholarStock 7) The component of the tricomponent 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 Answer: D Diff: Page Ref: 232 Skill: Concept Objective: 8.1: Understand what attitudes are, how they are learned, as well as their nature and characteristics 8) 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 Answer: C Diff: Page Ref: 232 AACSB: Analytic Skills Skill: Application Objective: 8.1: Understand what attitudes are, how they are learned, as well as their nature and characteristics 9) 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 This is an example of the component of her attitude toward Gino's A) cognitive B) conative C) situational D) perspective E) affective Answer: E Diff: Page Ref: 232 Skill: Application Objective: 8.1: Understand what attitudes are, how they are learned, as well as their nature and characteristics ScholarStock 10) 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 Answer: E Diff: Page Ref: 233 AACSB: Analytic Skills Skill: Concept Objective: 8.1: Understand what attitudes are, how they are learned, as well as their nature and characteristics 11) In marketing and consumer research, the conative component of the tricomponent 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 Answer: C Diff: Page Ref: 233 AACSB: Analytic Skills Skill: Application Objective: 8.1: Understand what attitudes are, how they are learned, as well as their nature and characteristics 12) 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 Answer: B Diff: Page Ref: 233 Skill: Concept Objective: 8.1: Understand what attitudes are, how they are learned, as well as their nature and characteristics ScholarStock 13) 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) Tricomponent attitude models Answer: A Diff: Page Ref: 233 AACSB: Analytic Skills Skill: Concept Objective: 8.1: Understand what attitudes are, how they are learned, as well as their nature and characteristics 14) Attitude-toward-object, attitude-toward-behavior, and theory-of-reasoned-action models are examples of A) tricomponent attitude models B) buyer intention scales C) attitude-change strategies D) self-perception theories E) multiattribute attitude models Answer: E Diff: Page Ref: 233 Skill: Concept Objective: 8.1: Understand what attitudes are, how they are learned, as well as their nature and characteristics 15) 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 Answer: C Diff: Page Ref: 233 Skill: Concept Objective: 8.1: Understand what attitudes are, how they are learned, as well as their nature and characteristics ScholarStock 16) 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 Answer: C Diff: Page Ref: 234 AACSB: Reflective Thinking Skill: Application Objective: 8.1: Understand what attitudes are, how they are learned, as well as their nature and characteristics 17) The model 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 Answer: D Diff: Page Ref: 235 Skill: Concept Objective: 8.1: Understand what attitudes are, how they are learned, as well as their nature and characteristics 18) 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 Answer: D Diff: Page Ref: 235 AACSB: Reflective Thinking Skill: Application Objective: 8.1: Understand what attitudes are, how they are learned, as well as their nature and characteristics ScholarStock 19) 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 Answer: A Diff: Page Ref: 235 Skill: Concept Objective: 8.1: Understand what attitudes are, how they are learned, as well as their nature and characteristics 20) 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 Answer: B Diff: Page Ref: 235 Skill: Concept Objective: 8.1: Understand what attitudes are, how they are learned, as well as their nature and characteristics 21) 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 Answer: B Diff: Page Ref: 236 AACSB: Analytic Skills Skill: Application Objective: 8.1: Understand what attitudes are, how they are learned, as well as their nature and characteristics ScholarStock 22) 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 Answer: B Diff: Page Ref: 236 Skill: Concept Objective: 8.1: Understand what attitudes are, how they are learned, as well as their nature and characteristics 23) An extension of the theory-of-reasoned-action model is the , which includes an ads 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 Answer: B Diff: Page Ref: 236 AACSB: Analytic Skills Skill: Concept Objective: 8.1: Understand what attitudes are, how they are learned, as well as their nature and characteristics 24) 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 Answer: B Diff: Page Ref: 237 Skill: Concept Objective: 8.1: Understand what attitudes are, how they are learned, as well as their nature and characteristics ScholarStock 25) 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 Answer: B Diff: Page Ref: 237 Skill: Concept Objective: 8.1: Understand what attitudes are, how they are learned, as well as their nature and characteristics 26) 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 their likelihood of purchasing the product E) he is more likely to attribute satisfaction with the product internally Answer: A Diff: Page Ref: 237 AACSB: Analytic Skills Skill: Concept Objective: 8.1: Understand what attitudes are, how they are learned, as well as their nature and characteristics 27) The shift from no attitude to an attitude is a result of A) biological pressures B) environment C) learning D) genetic predisposition E) self defense Answer: C Diff: Page Ref: 239 Skill: Concept Objective: 8.3: Understand how experience leads to the initial formation of consumer-related attitudes ScholarStock 28) The primary means by which attitudes toward goods and services are formed is through A) vicarious learning B) environment C) direct experience D) genetic predisposition E) self defense Answer: C Diff: Page Ref: 240 Skill: Concept Objective: 8.3: Understand how experience leads to the initial formation of consumer-related attitudes 29) 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 Answer: E Diff: Page Ref: 240 AACSB: Analytic Skills Skill: Application Objective: 8.3: Understand how experience leads to the initial formation of consumer-related attitudes 30) Niche marketing is also sometimes called A) attitude research B) attribution C) value expression D) micromarketing E) dual mediation Answer: D Diff: Page Ref: 240 Skill: Concept Objective: 8.3: Understand how experience leads to the initial formation of consumer-related attitudes 10 ScholarStock 58) 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 Answer: C Diff: Page Ref: 255 AACSB: Analytic Skills Skill: Application Objective: 8.5: Understand how consumers' attitudes can lead to behavior and how behavior can lead to attitudes 59) 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 Answer: D Diff: Page Ref: 256 Skill: Concept Objective: 8.5: Understand how consumers' attitudes can lead to behavior and how behavior can lead to attitudes 20 ScholarStock CAR MINI CASE: Carl is looking to buy a new car because he needs more space for driving his kids to and from their after-school activities and for transporting all their gear His wife has suggested that the family buy a station wagon, but Carl has a negative attitude toward station wagons because he feels that they are "Mom-mobiles" that consign their drivers to a life of car pools and PTA meetings He then sees an ad for Subaru with a beautiful outdoor setting and attractive young people using a Subaru station wagon The voice-over discusses the physical attributes of the car and the demographics of its owners After seeing a Subaru ad portraying its station wagon as a trendy automotive option for exciting young people looking for more cargo room than a sedan and better fuel-efficiency than an SUV, Carl finds himself to be much more enthusiastic about his wife's station wagon suggestion He purchases a Subaru, but later begins thinking that he probably should have purchased a Volvo for its reputation of greater safety 60) In the CAR MINI CASE, Carl's initial attitude toward station wagons is best described by which of the following multiattribute attitude models? A) attitude-toward-behavior model B) trying-to-consume model C) theory-of-reasoned-action model D) attitude-toward-object model E) attitude-toward-ad model Answer: D Diff: Page Ref: 233 Skill: Application Objective: 8.2: Understand the composition and scope of selected models of attitudes 61) In the CAR MINI CASE, Subaru's method for changing Carl's attitude is an example of ? A) changing the relative evaluation of attributes B) changing brand beliefs C) adding an attribute D) changing the overall brand rating E) changing consumers' subjective norms Answer: B Diff: Page Ref: 248 AACSB: Analytic Skills Skill: Application Objective: 8.4: Understand the various ways in which consumers' attitudes are changed 21 ScholarStock 62) In the CAR MINI CASE, Subaru's advertising most closely adheres to the A) elaboration likelihood model B) trying-to-consume model C) dual mediation model D) attitude-toward-the-ad model E) buyer intention model Answer: C Diff: Page Ref: 251 AACSB: Reflective Thinking Skill: Application Objective: 8.4: Understand the various ways in which consumers' attitudes are changed 63) 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) postpurchase dissonance Answer: E Diff: Page Ref: 253 AACSB: Analytic Skills Skill: Application Objective: 8.5: Understand how consumers' attitudes can lead to behavior and how behavior can lead to attitudes 64) 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 This 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 Answer: E Diff: Page Ref: 242 AACSB: Analytic Skills Skill: Application Objective: 8.4: Understand the various ways in which consumers' attitudes are changed 22 ScholarStock COFFEE MINI CASE: Linda is a heavy coffee drinker and a friend recommends that she try Sunrise Coffee, a new coffee house in town, because it sells delicious coffee Linda replies that she really prefers to drink her coffee in the peace and quiet of her own home One morning, Linda is running late and doesn't have time to make herself a cup of coffee, so she stops by Sunrise and is greeted by a cheerful staff and a great-tasting coffee, all of which put Linda in a good mood Upon arriving at work, a co-worker comments on her alert, up-beat attitude that morning Linda replies that it must be the great weather that day, sunshine after a week of solid rain The following morning, Linda recalls what a pleasant experience she had at Sunrise and decides to go again 65) In the COFFEE MINI CASE, Linda's friend has a positive attitude toward Sunrise coffee as a result of 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 Answer: C Diff: Page Ref: 233 Skill: Application Objective: 8.2: Understand the composition and scope of selected models of attitudes 66) 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 Answer: A Diff: Page Ref: 235 Skill: Application Objective: 8.2: Understand the composition and scope of selected models of attitudes 67) 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 Answer: D Diff: Page Ref: 254 AACSB: Reflective Thinking Skill: Application Objective: 8.5: Understand how consumers' attitudes can lead to behavior and how behavior can lead to attitudes 23 ScholarStock 68) In the COFFEE MINI CASE, Linda's new attitude toward, and repeat patronage of Sunrise Coffee is a function of the component of the tricomponent attitude model A) utility component B) affective component C) defensive component D) cognitive component E) conative component Answer: B Diff: Page Ref: 232 Skill: Application Objective: 8.2: Understand the composition and scope of selected models of attitudes 69) 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 Answer: B Diff: Page Ref: 228 Skill: Application Objective: 8.1: Understand what attitudes are, how they are learned, as well as their nature and characteristics PUB MINI CASE: Sean and his friends, most of whom are Irish immigrants or have Irish parents, enjoy drinking at The Celtic Knot, a small New York pub that serves many Irish beers, is decorated with genuine Irish paraphernalia, and holds weekly traditional Irish music sessions Like many of his friends, Sean enjoys the feeling the pub gives him of connection with his Irish heritage The pub advertises at community centers and churches in predominantly Irish areas of the city On its posters, underneath a photo of a group of attractive young people in a cozy corner of the pub drinking and laughing together, is the pub's slogan: "Because being Irish is about more than just St Paddy's Day." 70) 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 Answer: A Diff: Page Ref: 228 AACSB: Analytic Skills Skill: Application Objective: 8.1: Understand what attitudes are, how they are learned, as well as their nature and characteristics 24 ScholarStock 71) In the PUB MINI CASE, by targeting such a specific market, The Celtic Knot is engaging in A) attitude research B) external attribution C) niche marketing D) defensive attribution E) attitude formation Answer: C Diff: Page Ref: 240 Skill: Application Objective: 8.3: Understand how experience leads to the initial formation of consumer-related attitudes 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 Answer: B Diff: Page Ref: 242 Skill: Application Objective: 8.4: Understand the various ways in which consumers' attitudes are changed 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 Answer: A Diff: Page Ref: 232 Skill: Application Objective: 8.2: Understand the composition and scope of selected models of attitudes 25 ScholarStock 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 Answer: E Diff: Page Ref: 256 AACSB: Analytic Skills Skill: Application Objective: 8.5: Understand how consumers' attitudes can lead to behavior and how behavior can lead to attitudes 75) In addition to being inferable from what people say or what they do, attitudes are also directly observable Answer: FALSE Diff: Page Ref: 228 Skill: Concept Objective: 8.1: Understand what attitudes are, how they are learned, as well as their nature and characteristics 76) 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 Answer: TRUE Diff: Page Ref: 228 Skill: Concept Objective: 8.1: Understand what attitudes are, how they are learned, as well as their nature and characteristics 77) The affective component of the tricomponent attitude model is treated by consumer researchers as capturing an individual's direct or global assessment of the attitude object Answer: TRUE Diff: Page Ref: 232 AACSB: Analytic Skills Skill: Concept Objective: 8.2: Understand the composition and scope of selected models of attitudes 78) Emotionally charged states can enhance or amplify positive or negative experiences and impact later recollections of such experiences and future behavior Answer: TRUE Diff: Page Ref: 232 AACSB: Reflective Thinking Skill: Concept Objective: 8.2: Understand the composition and scope of selected models of attitudes 26 ScholarStock 79) In marketing and consumer research, the conative component of the tricomponent attitude model is frequently treated as an expression of the consumer's intention to buy Answer: TRUE Diff: Page Ref: 233 Skill: Concept Objective: 8.2: Understand the composition and scope of selected models of attitudes 80) Responding positively to an intention to buy question with regard to a brand will increase the likelihood of that consumer purchasing the brand Answer: FALSE Diff: Page Ref: 233 Skill: Concept Objective: 8.2: Understand the composition and scope of selected models of attitudes 81) Consumers generally have favorable attitudes toward those brands that they believe have an adequate level of attributes that they evaluate as positive, and they have unfavorable attitudes toward those brands they feel not have an adequate level of desired attributes or have too many negative or undesired attributes Answer: TRUE Diff: Page Ref: 234 Skill: Concept Objective: 8.2: Understand the composition and scope of selected models of attitudes 82) The appeal of the attitude-toward-behavior model is that it allows researchers to understand consumers' subjective norms and the factors that form them Answer: FALSE Diff: Page Ref: 235 AACSB: Reflective Thinking Skill: Concept Objective: 8.2: Understand the composition and scope of selected models of attitudes 83) Consumers' attitudes toward a particular brand's advertising are independent of their beliefs about the brand and not influence their attitudes toward the brand itself Answer: FALSE Diff: Page Ref: 237 Skill: Concept Objective: 8.2: Understand the composition and scope of selected models of attitudes 84) If consumers like the ad they see, they are more likely to buy the product Answer: TRUE Diff: Page Ref: 237 Skill: Concept Objective: 8.2: Understand the composition and scope of selected models of attitudes 27 ScholarStock 85) The purchase and consumption of a product are necessary for the formation of attitudes Answer: FALSE Diff: Page Ref: 240 AACSB: Analytic Skills Skill: Concept Objective: 8.3: Understand how experience leads to the initial formation of consumer-related attitudes 86) 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 Answer: TRUE Diff: Page Ref: 240 Skill: Concept Objective: 8.3: Understand how experience leads to the initial formation of consumer-related attitudes 87) Direct-marketing efforts have an excellent chance of favorably influencing target consumers' attitudes because the products and services offered and the promotional messages conveyed are very carefully designed to address the individual segments' needs and concerns Answer: TRUE Diff: Page Ref: 240 Skill: Application Objective: 8.3: Understand how experience leads to the initial formation of consumer-related attitudes 88) Emotional appeals most effectively influence attitude formation in consumers who have product experience Answer: FALSE Diff: Page Ref: 240 Skill: Application Objective: 8.3: Understand how experience leads to the initial formation of consumer-related attitudes 89) For market leaders that enjoy a significant amount of consumer goodwill and loyalty, the overriding marketing goal is to fortify the existing positive attitudes of consumers so that they will not succumb to competitors' special offers and other inducements designed to win them over Answer: TRUE Diff: Page Ref: 242 AACSB: Analytic Skills Skill: Application Objective: 8.4: Understand the various ways in which consumers' attitudes are changed 28 ScholarStock 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 Answer: FALSE Diff: Page Ref: 242 AACSB: Analytic Skills Skill: Concept Objective: 8.4: Understand the various ways in which consumers' attitudes are changed 91) Attitudes are an expression or reflection of the consumer's general values, lifestyle, and outlook Answer: TRUE Diff: Page Ref: 242 Skill: Concept Objective: 8.4: Understand the various ways in which consumers' attitudes are changed 92) Attitudes toward companies can be altered by communicating the civic and public acts that the companies sponsor and letting the public know about the good they are trying to do, but attitudes toward the company's products can only be altered through the products themselves Answer: FALSE Diff: Page Ref: 244 Skill: Concept Objective: 8.4: Understand the various ways in which consumers' attitudes are changed 93) Consumers frequently resist evidence that challenges a strongly held attitude or belief and tend to interpret any ambiguous information in ways that reinforce their preexisting attitudes Answer: TRUE Diff: Page Ref: 248 Skill: Concept Objective: 8.4: Understand the various ways in which consumers' attitudes are changed 94) 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 Answer: TRUE Diff: Page Ref: 253 AACSB: Communication Skill: Application Objective: 8.5: Understand how consumers' attitudes can lead to behavior and how behavior can lead to attitudes 29 ScholarStock 95) 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 Answer: FALSE Diff: Page Ref: 255 Skill: Application Objective: 8.5: Understand how consumers' attitudes can lead to behavior and how behavior can lead to attitudes 96) 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 Answer: TRUE Diff: Page Ref: 255 AACSB: Reflective Thinking Skill: Application Objective: 8.5: Understand how consumers' attitudes can lead to behavior and how behavior can lead to attitudes 97) When cognitive dissonance occurs after the purchase it is called postpurchase dissonance Answer: TRUE Diff: Page Ref: 253 AACSB: Analytic Skills Skill: Concept Objective: 8.5: Understand how consumers' attitudes can lead to behavior and how behavior can lead to attitudes 98) If new product users internalize positive experiences with the product, it is more likely that they will repeat the behavior and become a satisfied regular user Answer: TRUE Diff: Page Ref: 254 Skill: Application Objective: 8.5: Understand how consumers' attitudes can lead to behavior and how behavior can lead to attitudes 99) Bob used PowerPoint to give a presentation to his Consumer Behavior class The professor was particularly impressed with the clarity of Bob's viewgraphs Bob attributes his success with the presentation to his skill at using PowerPoint This is an example of external attribution Answer: FALSE Diff: Page Ref: 254 AACSB: Analytic Skills Skill: Application Objective: 8.5: Understand how consumers' attitudes can lead to behavior and how behavior can lead to attitudes 30 ScholarStock 100) Discuss the three components of the tricomponent attitude model Answer: The first component of the model is the cognitive component–the knowledge and perceptions that are acquired through direct experience with the attitude object This knowledge takes the form of beliefs about the attitude object The second component, the affective component, is the consumer's emotions or feelings about a product or brand These emotions capture the consumer's global assessment of the attitude object The third component is the conative component It is concerned with the likelihood or tendency that an individual will undertake a specific action or behave in a particular way with regard to the attitude object Diff: Page Ref: 231 - 233 AACSB: Analytic Skills Skill: Concept Objective: 8.2: Understand the composition and scope of selected models of attitudes 101) One of the multiattribute models is the attitude-toward-behavior model Explain the model and give an example Answer: This model tells about the individual's attitude toward behaving or acting with respect to an object rather than the attitude toward the object itself For example, Tom's attitude about the act of purchasing a BMW reveals more about the potential act of purchasing than does simply knowing his attitude toward BMWs Tom may have a positive attitude toward BMWs but a negative attitude toward the act of purchasing one Diff: Page Ref: 235 Skill: Concept Objective: 8.2: Understand the composition and scope of selected models of attitudes 102) What is the theory of trying to consume? Give an example from your own experience Answer: The theory of trying to consume is designed to account for the many cases in which the action or the outcome is not certain but instead reflects the consumer's attempts to consume Here the student can give an example of how a personal or environmental impediment deterred her from the act of consumption Diff: Page Ref: 237 AACSB: Reflective Thinking Skill: Application Objective: 8.2: Understand the composition and scope of selected models of attitudes 31 ScholarStock 103) To help marketers understand the impact of advertising on consumer attitudes, they use a certain model to help measure attitudes Talk about this model Answer: The model used to measure consumer attitudes towards ads is the attitude toward the ad model Consumers form various feelings and judgments as the result of an exposure to an ad These feelings and judgments turn into beliefs about the brand that influences attitudes toward the brand Diff: Page Ref: 237 Skill: Application Objective: 8.2: Understand the composition and scope of selected models of attitudes 104) What are the four main influencers of attitudes? Answer: The primary influencer of consumer attitudes is the consumer's direct experience while trying and evaluating products Another major influencer is family and friends and admired individuals The family provides us with our basic values and beliefs that we refer to as adults The third influencer is highly focused direct marketing These programs target smaller consumer niches with carefully personalized offerings and messages that understand their specific needs and desires The final influence on consumer attitudes is mass media TV, magazines, newspapers and radio expose people to new ideas, products and opinions which provide an important source of information that influences consumer attitudes Diff: Page Ref: 240 AACSB: Communication Skill: Concept Objective: 8.3: Understand how experience leads to the initial formation of consumer-related attitudes 32 ScholarStock 105) Differentiate between the marketing objectives of market leaders versus those of competitors and identify five strategies that competitors can pursue to accomplish their objective Answer: For marketers who are fortunate enough to be market leaders and to enjoy a significant amount of customer goodwill and loyalty, the overriding goal is to fortify the existing positive attitudes of customers so that they will not succumb to competitors' special offers and other inducements designed to win them over Most competitors take aim at the market leaders when developing their marketing strategies Their objective is to change the attitudes of the market leaders' customers and win them over Among the attitude-change strategies that are available to them are: a changing the consumers' basic motivational function b associating the product with an admired group or event c resolving two conflicting attitudes d altering components of the multiattribute model e changing consumer beliefs about competitors' brands Diff: Page Ref: 242 AACSB: Analytic Skills Skill: Concept Objective: 8.4: Understand the various ways in which consumers' attitudes are changed 106) How can marketers utilize the knowledge function to influence the basic motivational function? Answer: Individuals have a strong need to know and understand the people and things they encounter The consumer's need to know is a cognitive need, so marketers need to focus on how they position the product in an attempt to satisfy that need to know and improve the consumer's attitude toward the brand Marketers need to point out how their product is superior to other products and point out the attributes in comparison with other brands Diff: Page Ref: 242 AACSB: Reflective Thinking Skill: Application Objective: 8.4: Understand the various ways in which consumers' attitudes are changed 107) How is it possible for marketers to persuade regular cola drinkers to become diet cola drinkers by changing the relative evaluation of attributes? Answer: Marketers can try to change the relative evaluation of attributes When a product category is divided according to distinct product features or benefits, in this case, taste and calorie differences, marketers should take the opportunity to persuade consumers to cross over, or prefer the one version of the product, the diet cola, over the other version by bringing out the new features and benefits of that product choice Diff: Page Ref: 247 AACSB: Communication Skill: Application Objective: 8.4: Understand the various ways in which consumers' attitudes are changed 33 ScholarStock 108) What is cognitive dissonance and when does it happen? Answer: Cognitive dissonance is discomfort that occurs when a consumer holds conflicting thoughts about a belief or an attitude object Usually consumers make purchase decisions and then feel that other brands could have satisfied their needs better Cognitive dissonance can happen before or after the purchase When it happens after the purchase takes place, it is known as postpurchase dissonance Diff: Page Ref: 253 AACSB: Analytic Skills Skill: Concept Objective: 8.5: Understand how consumers' attitudes can lead to behavior and how behavior can lead to attitudes 109) What is the foot-in-the door technique? Give an example Answer: Theorists believe that the foot in the door technique occurs in situations in which consumer compliance with a minor request affects subsequent compliance with a more substantial request This strategy is based on the premise that individuals look at their prior behavior and conclude that they are the kind of person who says yes to such requests An example would be someone who donates five dollars to cancer research might be persuaded to donate a much larger amount when properly approached Diff: Page Ref: 255 AACSB: Analytic Skills Skill: Concept Objective: 8.5: Understand how consumers' attitudes can lead to behavior and how behavior can lead to attitudes 34 ScholarStock ... Understand how consumers' attitudes can lead to behavior and how behavior can lead to attitudes 54) suggests that attitudes develop as consumers look at and make judgments about their own behavior. .. Objective: 8.5: Understand how consumers' attitudes can lead to behavior and how behavior can lead to attitudes 56) When consumers give themselves credit for the outcome of a behavior, they are engaging... the various ways in which consumers' attitudes are changed 41) Which of the following is true of consumer brand beliefs in the context of changing consumer attitudes? A) Consumers tend to interpret