Q&A Hero

Q: Differentiate between the three components of the tricomponent attitude model.

Q: 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.

Q: 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.

Q: When cognitive dissonance occurs after the purchase it is called post-purchase dissonance.

Q: 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.

Q: 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.

Q: 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.

Q: Because expensive and important purchases often require compromise when choosing among alternatives, post-purchase dissonance commonly occurs.

Q: Central inducements have greater staying power over time than secondary inducements.

Q: When marketing to low involvement consumers, the quality of the argument presented in the persuasive message, rather than the imagery of the promotional message, has a greater impact on the consumption decision.

Q: Highly involved consumers use attribute-based information to evaluate brands, whereas less involved consumers apply simpler decision rules.

Q: 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.

Q: 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.

Q: Changing attitudes according to their applicable consumer motivations is known as the functional approach.

Q: 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.

Q: The purchase and consumption of a product are necessary for the formation of attitudes.

Q: If consumers like the ad they see, they are more likely to buy the product.

Q: 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.

Q: The appeal of the attitude-toward-behavior model is that it allows researchers to understand consumers' subjective norms and the factors that form them.

Q: Competitors often try to change the strong and positive attitudes consumers have toward market leaders in an attempt to get consumers to switch brands.

Q: Responding positively to an intention to buy question with regard to a brand will increase the likelihood of that consumer purchasing the brand.

Q: 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.

Q: Emotionally charged states can enhance or amplify positive or negative experiences and impact later recollections of such experiences and future behavior.

Q: The affective component of the tricomponent attitude model represents the consumer's emotions and feelings regarding the attitude object.

Q: 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.

Q: Attitudes can be directly observed.

Q: 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." In the PUB MINI CASE, Sean concludes that he likes The Celtic Knot because he goes their 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

Q: 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." 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

Q: 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." 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

Q: 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." 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

Q: 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." 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

Q: 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. 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

Q: 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. In the COFFEE MINI CASE, Linda's new attitude toward, and repeat patronage of Sunrise Coffee is a function of the ________ of the tricomponent attitude model. A) utility component B) affective component C) defensive component D) cognitive component E) conative component

Q: 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. 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

Q: 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. 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

Q: 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. 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

Q: 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. 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

Q: 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

Q: 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

Q: 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

Q: 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

Q: 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

Q: 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

Q: 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

Q: ________ suggests that attitudes develop as consumers look at and make judgments about their own behavior. A) Self-perception theory B) Cognitive dissonance theory C) Attribution theory D) Buyer intention theory E) Attitude theory

Q: 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 by 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

Q: ________ 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

Q: 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

Q: 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

Q: 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

Q: 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

Q: 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) tricomponent route C) functional route D) primary route E) peripheral route

Q: 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

Q: 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) tricomponent route C) functional route D) primary route E) peripheral route

Q: Recent research has found that largely cognitive processing, via the ________, has an emotional core. A) central route B) tricomponent route C) functional route D) primary route E) peripheral route

Q: 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) tricomponent route C) functional route D) primary route E) peripheral route

Q: 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

Q: 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

Q: 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.

Q: 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

Q: 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

Q: 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

Q: 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

Q: 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

Q: With its slogan "Because self-confidence is priceless," Iron Band Deodorant 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

Q: 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

Q: 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

Q: 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

Q: 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

Q: 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

Q: 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

Q: 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

Q: 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

Q: 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

Q: 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

Q: 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

Q: 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

Q: ________ 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

Q: 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

Q: 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