TBChap 011

Chapter 11
Attitudes and Influencing Attitudes
Multiple Choice Questions

1. A learned predisposition to respond in a consistently favorable or unfavorable manner with
respect to a given object is known as a(n) _____.
A.
B.
C.
belief
emotion
attitude
D.
cognition
E.
attribute
2. Caleb learned from his parents that littering was bad, so when he sees someone doing it, he
forms an unfavorable impression of that person. Caleb's learned predisposition to dislike
someone who litters represents his _____.
A.
B.
C.
D.
E.
emotion
personality
attitude
orientation
intelligence
3. Quaker Oats contains zero milligrams of sodium. This is an example of what type of belief?
A.
conspicuous belief
B.
benefit belief
C.
dominant belief
D.
E.
feature belief
inherent belief
11-1
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McGraw-Hill Education.
4. Marketers must promote _____ rather than _____, especially for less knowledgeable consumers
and for complex products.
A.
features; benefits
B.
benefits; avoidance
C.
benefits; features
D.
features; contents
E.
consistency; inconsistency
5. Which component of attitudes consists of a consumer's beliefs about an object?
A.
B.
C.
affective
cognitive
factual
D.
behavioral
E.
utilitarian
6. Mitch likes Toyota automobiles because he thinks they have the highest reliability of all
automobiles. His belief about Toyota's reliability represents which component of Mitch's attitude?
A.
B.
C.
affective
cognitive
factual
D.
behavioral
E.
utilitarian
7. Which of the following is used to understand a consumer's cognitive component of attitude?
A.
attribution theory
B.
cognitive dissonance theory
C.
multiattribute attitude model
D.
attitude consistency theory
E.
attitude perception model
11-2
8. Which of the following can be a component of a multiattribute model?
A.
a consumer's attitude toward a particular brand
B. a consumer's belief about how a brand performs on a given attribute

C.
the importance the consumer attaches to an attribute
D.
a consumer's ideal level of performance on an attribute
E.
all of the above
9. Duane is attempting to determine consumers' attitudes toward his restaurant by asking them their
beliefs about how his restaurant performs on several attributes, such as price, ambience, quality
of the food, and friendliness of service. Consumers can rate his restaurant with a score of 1 to 7
for each of these attributes, with 7 being the highest. Duane adds up the scores to see how he
performs, using the assumption that a higher total is better. At a basic level, which type of model
is Duane using?
A.
B.
cognitive assessment model
C.
belief assessment model
D.
summation model
E.
attribute heuristic model
10. An approach to measuring the importance of attitude components that requires consumers to
allocate 100 points among the components such that the distribution of the points reflects the
relative importance of the component is _____.
A.
perceptual mapping
B.
the Likert scale
C.
the semantic differential scale
D.
the rank-order scale
E.
none of the above
11. When considering consumers' ideal levels of performance on attributes when using a
multiattribute attitude model, which attitude index is best?
A.
B.
25
C.
50
D.
E.
100
over 100
11-3
12. Feelings or emotional reactions to an object reflect the _____ component of an attitude.
A.
knowledge
B.
cognitive
C.
affective
D.
behavioral
E.
orientation
13. Kimberly-Clark is interested in mothers' emotional reactions to its Huggies brand of disposable
diapers, which usually have popular characters or cute designs printed on them. Which
component of attitude is Kimberly-Clark interested in?
A.
knowledge
B.
cognitive
C.
affective
D.
behavioral
E.
orientation
14. Janice and her mother were visiting an art gallery, and they were looking at modern art. When
they came to one painting, Janice said, "I like that." When her mother asked her why she liked it,
all she could say was, "I don't know, I just like it." Which component of attitude does this
represent?
A.
cognitive
B.
affective
C.
behavioral
D.
E.
latent
manifest
11-4
15. Nike has several models of athletic shoes, and most have high functionality. However, several
models are also sleek looking and can actually make a fashion statement for the wearer as well
as performing the functional aspects of the product. By going beyond the cognitive associations of
functionality and attempting to tap consumers' affective reactions, Nike and other marketers are
developing products with _____.
A.
aesthetic appeal
B.
aspirational appeal
C.
benefit appeal
D.
social appeal
E.
personality appeal
16. SAM (Self-Assessment Manikin) is used to assess which component of attitude?
A.
cognitive
B.
affective
C.
D.
E.
behavioral
orientation
personality
17. Why are the SAM and AdSAM measures effective across cultures?
A. because the pictorial representations don't require translation or alteration

B. because the numerical representations don't require translation or alteration
C.
because they are based on emotions
D.
because they are based on attitudes
E.
because the musical representations do not include lyrics
18. Which component of attitude represents one's tendency to respond in a certain manner toward an
object or activity?
A.
cognitive
B.
affective
C.
behavioral
D.
orientation
E.
personality
11-5
19. How are actual behaviors and response tendencies most often measured?
A.
physiological measures
B.
multiattribute models
C.
SAM and adSAM
D.
direct questioning
E.
100-point constant-sum scales
20. Which of the following statements adequately reflects the concept of attitude component
consistency?
A.
All three attitude components do not change over time.
B. A change in one attitude component tends to produce related changes in the other
components.
C. The three attitude components operate independently from each other, so a change in one
component does not necessarily mean the others will change.
D. All three attitude components are equal in their influence on one's attitude.
E. Each component is equally important regardless of the situation.
21. Which of the following is a factor that may account for inconsistencies between measures of
beliefs and feelings and observations of behavior?
A.
B.
C.
D.
E.
lack of need
failure to consider relative attitudes
failure to consider interpersonal influence
failure to consider situational factors
all of the above
22. Which of the following is NOT a factor accounting for inconsistencies between measures of beliefs
and feelings and observations of behavior?
A.
lack of need
B.
lack of ability
C.
weakly held beliefs and affect
D.
E.
failure to consider negative reactions

11-6
23. Madeline has a(n) _____ toward Regular Coke, whereby she simultaneously really likes the taste
but also is really negative about the brand because it has high calories.
A.
relative attitude
B.
lack of ability
C.
ambivalent attitude
D.
interpersonal influence
E.
all of the above
24. Attitude components tend to be _____.
A.
inconsistent
B.
consistent
C.
irregular
D.
disparate
E.
none of the above
25. Which of the following is a strategy for altering the cognitive component of a consumer's attitude?
A.
change beliefs
B.
shift importance
C.
add beliefs
D.
E.
change ideal
all of the above
26. For years, American automobiles did not have the level of quality that foreign, particularly
Japanese, automobiles had. However, that has changed, and most automobiles built in the United
States have comparable or superior quality compared with imports. Consumers' attitudes are
slow to change, however, and marketers must use which strategy to change the cognitive
component of consumers' attitudes?
A.
change beliefs
B.
shift importance
C.
add beliefs
D.
change ideal
E.
change feelings
11-7
27. In an attempt to alter consumers' cognitive component of their attitude toward the Pepsi brand of
cola, a freshness date was added on the cans. Pepsi wanted consumers to consider this attribute
that was never a consideration before. Pepsi was using which strategy to alter the cognitive
structure of a consumer's attitude?
A.
change beliefs
B.
shift importance
C.
add beliefs
D.
change ideal
E.
change feelings
28. Which of the following is an approach used by marketers to increase consumers' affect toward
their brand?
A.
B.
C.
D.
E.
classical conditioning
create a positive affect toward the ad or website
mere exposure
A and B
A, B, and C
29. The owner of a local restaurant wants to enhance consumers' attitudes toward his restaurant by
changing the affective component of their attitude. Which of the following is an appropriate
approach to achieve this objective?
A.
Change consumers' beliefs about attributes of his restaurant.
B. Use positive music in his advertisements so that, over time, consumers will transfer the positive
affect associated with the music to the restaurant.
C. Convince consumers that an attribute for which this restaurant is strong is more important than
other attributes consumers consider for this product category.
D.
E.
Inform consumers that delivery is now available.

Offer coupons to get consumers to visit the restaurant.
11-8
30. Simply presenting a brand to an individual on a large number of occasions to make the
individual's attitude toward the brand more positive is known as _____.
A.
mere exposure
B.
the familiarity effect
C.
positive exposure
D.
repetitive exposure
E.
the saturation effect
31. How does mere exposure enhance attitudes?
A.
by changing beliefs
B.
by adding beliefs
C.
through enhanced familiarity
D.
through shifting importance
E.
by changing perceptions of the ideal
32. For which type of products can affect, emotions, and Aad play a role in more conscious, highinvolvement settings?
A.
durable products
B.
hedonic products
C.
services
D.
high-price products
E.
nondurable products
33. Online marketers attempt simulate "touch" by creating a(n) _____.
A.
B.
C.
D.
E.
online simulated experience

virtual direct experience
enhanced content, such as videos for experiential products
ability to experience products in a virtual context
all of the above
11-9
34. Changing behavior prior to changing affect or cognition is based primarily on _____.
A.
B.
operant conditioning
C.
iconic rote learning
D.
analytical reasoning
E.
mere exposure
35. Which of the following is a common technique for inducing trial behavior?
A.
B.
C.
D.
E.
coupons
free samples
point-of-purchase displays
tie-in purchases
all of the above
36. Which of the following is an individual factor that can influence attitude change?
A.
program context
B.
level of viewer distraction
C.
buying occasion
D.
consumer knowledge
E.
all of the above
37. Which of the following is a theory about how attitudes are formed and changed under varying
conditions of involvement?
A.
B.
theory of reasoned action
C.
elaboration likelihood model
D.
attribution theory
E.
noncompensatory theory
11-10
38. The elaboration likelihood model posits two routes to persuasion, which are the _____.
A.
primary route and secondary route
B.
temporary route and permanent route
C.
central route and peripheral route
D.
manifest route and latent route
E.
direct route and indirect route
39. Carissa is highly involved is a purchase decision for a new car. She has searched the Internet,
visited car dealerships, talked to friends and family, and paid attention to advertisements.
According to the elaboration likelihood model, by which route is Carissa likely to be persuaded?
A.
primary route
B.
secondary route
C.
central route
D.
peripheral route
E.
direct route
40. Which of the following is FALSE regarding the central route to persuasion in the elaboration
likelihood model?
A. Consumers exhibit high involvement with the product, message, or decision.

B. Consumers exhibit strong attention focused on central, product-related features and factual
information.
C. Consumers experience conscious thoughts about product attributes and use outcomes.
D.
Persuasion operates through classical conditioning.
E.
Persuasion generally alters product beliefs.
41. Dana is watching television when a commercial for a brand of bathroom cleaner comes on. She is
not very interested in the product category, but the ad was entertaining and made her laugh. As a
result, she had a positive attitude toward the brand of cleaner advertised. According to the
elaboration likelihood model, which route to persuasion influenced Dana?
A.
primary route
B.
secondary route
C.
central route
D.
peripheral route
E.
indirect route
11-11
42. Generally speaking, compared to attitudes formed under the peripheral route, attitudes formed
under the central route tend to be _____.
A.
B.
stronger
more resistant to counter persuasion attempts
C.
more accessible from memory
D.
more predictive of behavior
E.
all of the above
43. Addison is a brand manager and wants consumers to form attitudes that are strong, resistant to
counter persuasion attempts, more accessible from memory, and more predictive of behavior.
Which route of the elaboration likelihood model should he encourage consumers to take?
A.
primary route
B.
secondary route
C.
central route
D.
peripheral route
E.
direct route
44. _____ is the first strategy a loyal consumer uses when his or her favorite brand is attacked with
negative information.
A.
Avoiding
B.
Discrediting
C.
Discounting
D.
Containment
E.
Skipping
45. A loyal consumer will often use _____ to protect his or her brand by reducing the importance they
put on a given attribute.
A.
avoiding
B.
discrediting
C.
discounting
D.
containment
E.
skipping
11-12
46. _____ is used by loyal consumers, whereby they "seal off" the negative information as a way to
quarantine.
A.
Avoiding
B.
Discrediting
C.
Discounting
D.
Containment
E.
Skipping
47. The source of a communication represents _____.
A.
"how" a message is communicated
B.
"who" delivers the message
C.
the "what" of the message
D.
the "when" of the message
E.
the "where" of the message
48. _____ consists of trustworthiness and expertise.
A.
A two-sided message
B.
The two routes to persuasion
C.
Message appeal
D.
Source credibility
E.
Message structure
49. Dr. Rosenfeld is the doctor on Sunday House Call, a Sunday morning health program on the Fox
News channel. Dr. Rosenfeld is highly esteemed in his field and provides up-to-date medical
information for viewers. Sometimes, he recommends specific products, and Valerie, a regular
viewer of the program, trusts what he says or recommends because he doesn't seem to have an
apparent motive to mislead viewers. Which characteristic does Dr. Rosenfeld possess?
A.
source credibility
B.
source derogation
C.
source experience
D.
source likeability
E.
source attractiveness
11-13
50. In which type of ad does a person, generally a typical member of the target market, recount his or
her successful use of the product, service, or idea?
A.
single message
B.
two-sided message
C.
comparative ad
D.
testimonial ad
E.
demonstration
51. Anne appears in a television commercial for a local chiropractor. She tells the audience how she
suffered from migraine headaches several times a month. However, once she started treatment at
this particular chiropractor, her headaches disappeared. She claimed, "I kept expecting them to
come back, but they didn't. I have a whole new lease on life, thanks to Peavy Chiropractic!" Which
type of ad is this?
A.
single message
B.
two-sided message
C.
comparative ad
D.
testimonial ad
E.
demonstration
52. Advertisements and packages for Kellogg's Smart Start breakfast cereal include the seal of the
American Heart Association, indicating that it is a hearty, healthy choice. This seal can influence
consumers to purchase this brand because the American Heart Association has a reputation of
trustworthiness and expertise. The seal appearing on packages and in advertisements represents
a _____.
A.
B.
third-party endorsement
testimonial
C.
two-sided message
D.
sponsorship
E.
message frame
11-14
53. Which of the following is NOT a reason celebrity sources are effective?
A.
Celebrities may attract attention to the advertisement.
B. A celebrity's likeability and popularity often translate into higher Aad, which can enhance brand
attitudes.
C.
Some celebrities are also experts.
D. Celebrities are physically attractive, and research has shown that individuals will agree with a
physically attractive person regardless of the message or their own initial attitude.
E. Consumers may identify with or desire to emulate the celebrity.
54. Which of the following do marketers need to be concerned about with respect to using celebrities
as company spokespersons?
A.
B.
overexposure of the celebrity

negative behavior involving the spokesperson
C. image of the celebrity does not match the image of the product or brand
D.
E.
A and B
A, B, and C
55. Kellogg recently dropped Olympic swimmer Michael Phelps as a celebrity endorser. Kellogg's
decision was based on ___________.
A.
B.
C.
D.
E.
the age of the celebrity

negative behavior involving the celebrity
a contract dispute
conflict of interest with another sponsor
56. Tony the Tiger, the Jolly Green Giant, and the Aflac duck are examples of _____.
A.
B.
celebrity spokespersons
sponsors
C.
spokescharacters
D.
two-sided messages
E.
inanimate celebrity characters
11-15
57. Spokescharacters can be _____.
A.
animated animals
B.
animated people
C.
animated products
D.
animated objects
E.
all of the above
58. Which of the following occurs when a company provides financial support for an event such as
the Olympics or a concert?
A.
B.
sponsorship
C.
celebrity endorsement
D.
source credibility
E.
two-sided message
59. Appeal characteristics represent _____ a message is communicated.
A.
by whom
B.
when
C.
where
D.
E.
how
the timing by which
60. Which type of appeal uses the threat of negative (unpleasant) consequence if attitudes or
behaviors are not altered?
A.
one-sided message
B.
two-sided message
C.
fear appeals
D.
humorous appeals
E.
comparative ads
11-16
61. A long-running television commercial for Dial soap would show an individual in various situations
with other people (e.g., car pool or elevator). This individual would join the others and look
around, appearing to be in discomfort. Then a voice-over would say, "Aren't you glad you used
Dial . . . don't you wish everyone did?" Which type of appeal does this illustrate?
A.
one-sided message
B.
two-sided message
C.
fear appeal
D.
E.
comparative ad
62. Which of the following statements is FALSE regarding humorous appeals?
A.
Ads built around humor appear to increase attention to the ad.
B. The overall effectiveness of humor is generally increased when the humor relates to the
product or brand in a meaningful way.
C. Humorous ads are low risk because they tend to translate well across situations and cultures.
D. Companies have been successful using humor that is only loosely tied to the product.
E.
Ads built around humor appear to increase liking of the ad.
63. Which type of ad directly compares the features or benefits of two or more brands?
A.
one-sided message
B.
two-sided message
C.
fear appeal
D.
E.
comparative ad
64. An advertisement for AT&T long distance telephone service split the screen in two and showed a
person on each screen talking on the telephone. Below each person, there was a running total of
the cost of the call. At the end of the commercial, the total cost on the AT&T side was lower than
that for the Sprint side. This is an example of which type of ad?
A.
one-sided message
B.
two-sided message
C.
fear appeal
D.
E.
comparative ad
11-17
65. Which of the following statement is TRUE regarding comparative advertising?
A. Comparative advertising is more effective regardless of the source.

B. Comparative advertising is particularly effective for promoting established, market-share leader
brands.
C. Audience characteristics, especially brand loyalty associated with the sponsoring brand, are
important.
D. Broadcast media, particularly radio, appear to be better vehicles for comparative
advertisements.
E. A partially comparative ad is one in which a specific competitor is not named.
66. Which type of ad is designed primarily to elicit a positive affective response rather than to provide
information or arguments?
A.
one-sided message
B.
two-sided message
C.
D.
E.
fear appeal
emotional ad
comparative ad
67. Which of the following is NOT a way emotional ads may enhance persuasion?
A.
B.
C.
by increasing attention of the ad and, therefore, ad recall

by increasing liking of the ad
by increasing product liking through classical conditioning
D. by increasing product liking through high-involvement processes

E. All of the above are ways emotional ads may enhance persuasion.
68. Which type of appeal attempts to build a personality for the product or create an image of the
product user?
A.
humorous appeal
B.
utilitarian appeal
C.
value-expressive appeal
D.
E.
hedonic appeal
emotional appeal
11-18
69. Instead of featuring any functional benefits of the product or brand in ads for the iPod, this product
was introduced by showing a silhouette of a person dancing with the white earbuds and holding a
white iPod MP3 player. Which type of advertising appeal does this illustrate?
A.
one-sided message
B.
two-sided message
C.
testimony
D.
E.
utilitarian appeal
70. Which type of appeal involves informing the consumer of one or more functional benefits that are
important to the target market?
A.
multi-sided message
B.
C.
utilitarian appeal
D.
factual appeal
E.
supportive appeal
71. An advertisement for the Honda Civic Hybrid featured gas mileage in the subheading (49 city/51
highway). The copy also noted that owners of this automobile may be eligible for a clean-fuel tax
deduction. At the time this ad appeared, gas was more than $3.00 per gallon, which made the
information important to consumers. This is an example of which type of appeal?
A.
B.
comparative ad
C.
two-sided message
D.
utilitarian appeal
E.
supportive appeal
72. Which of the following is TRUE regarding value-expressive versus utilitarian appeals?
A. Utilitarian appeals attempt to build a personality for the product or create an image of the
product user.
B.
Utilitarian appeals are most effective for functional products.
C. Products serve either a utilitarian purpose or a value-expressive purpose, but not both.
D. For value-expressive products, banner ads on websites serve primarily to transport consumers
to the more detailed target ads or sites.
E.
All of the above are true.
11-19
73. Advertisements or sales messages in which only one point of view is expressed are referred to as
_____.
A.
biased messages
B.
one-sided messages
C.
two-sided messages
D.
utilitarian appeals
E.
noncomparative ads
74. Toyota offers a hybrid version of its popular Highlander mid-sized SUV. The advertising for this
car features the positive benefits of owning a hybrid, but it fails to mention that the Hybrid is
considerably more expensive than the conventional version of the model. This is an example of
a(n) _____.
A.
biased message
B.
one-sided message
C.
two-sided message
D.
E.
positive appeal
comparative ad
75. Which type of advertisement or sales presentation presents both good and bad points?
A.
unbiased message
B.
one-sided message
C.
two-sided message
D.
E.
positive/negative message
balanced message
76. For years, L'Oreal hair color would say in their ad that L'Oreal is "expensive, but you're worth it."
This is an example of which type of advertisement?
A.
truthful message
B.
one-sided message
C.
two-sided message
D.
E.
negative/positive message
balanced message
11-20
77. _____ refers to presenting one of two equivalent value outcomes either in positive or gain terms
or in negative or loss terms.
A.
Message sidedness
B.
Message framing
C.
Benefit segmentation
D.
E.
Positive/negative message
Priming
78. The simplest form of message framing where only a single attribute is the focus of the frame is
known as _____.
A.
B.
priming
a one-sided message
C.
goal framing
D.
simple framing
E.
attribute framing
79. Which type of message framing stresses either the positive outcomes of performing a behavior or
the negative outcomes of not performing a behavior?
A.
attribute framing
B.
two-sided framing
C.
goal framing
D.
end-state framing
E.
benefit/loss framing
80. Segmenting consumers on the basis of their most important attribute or attributes is called
_____.
A.
benefit segmentation
B.
demographic segmentation
C.
psychographic segmentation
D.
attribute segmentation
E.
utilitarian segmentation
True / False Questions

11-21
81. The cognitive component of attitude consists of a consumer's beliefs about an object.
True
False
82. The logic underlying the multiattribute attitude model is that all the components of an attitude are
generally inconsistent.
True
False
83. The affective component of an attitude is one's tendency to respond in a certain manner toward
an object or activity.
True
False
84. One critical aspect of attitudes is that all three components tend to be consistent.
True
False
85. Four basic marketing strategies used for altering the cognitive structure of a consumer's attitude
are change beliefs, shift importance, add beliefs, and change ideal.
True
False
86. There is evidence that affect or brand preference may be increased by mere exposure.
True
False
87. The elaboration likelihood model (ELM) of persuasion posits two routes to persuasion: direct
route and indirect route.
True
False
88. If competing brands are comparable in terms of product features (central cues), then consistent
with the elaboration likelihood model, under high involvement, peripheral cues like pleasant music
will have no influence on brand preferences.
True
False
89. A credible source can enhance message processing and acceptance.

True
False
90. Sponsorship occurs when a company provides financial support for an event.
True
False
11-22
91. Research has shown that using high levels of fear in advertising such that consumers feel
threatened are the most effective.
True
False
92. Broadcast media, particularly television, appear to be better vehicles for comparative
advertisements because broadcast lends itself to more thorough comparisons.
True
False
93. Value-expressive appeals involve informing the consumers of one or more functional benefits that
are important to the target market.
True
False
94. A two-sided message presents both good and bad points.

True
False
95. The simplest form of message framing is attribute framing, where only a single attribute is the
focus of the frame.
True
False
96. In a goal framing setting, a positive frame is generally the most effective.
True
False
97. Segmenting consumers on the basis of the most important attribute or attributes is called benefit
segmentation.
True
False
Essay Questions
11-23
98. A local Kia automobile dealership owner conducted some informal market research and found
that many consumers had negative attitudes toward this brand. Explain what can be done to
change the cognitive component of consumers' attitudes.
99. Harrison is very involved with any type of electronic product, such as televisions, sound systems,
cellular phones, and computers. According to the elaboration likelihood model (ELM), explain how
marketers of these types of products can succeed in influencing Harrison.
100 Name and describe the three defense mechanisms loyal consumers use to avoid changing their
.
attitudes.
11-24
101 Companies spend millions of dollars each year for celebrities to appear in their marketing
.
communications. Explain why this might be a good investment. That is, discuss the reasons why
celebrity endorsers are effective.
102 Compare and contrast one-sided and two-sided messages, and explain why marketers would use
.
a two-sided message.
11-25
Chapter 11 Attitudes and Influencing Attitudes Answer Key
Multiple Choice Questions

1.
(p. 384)
A learned predisposition to respond in a consistently favorable or unfavorable manner with

respect to a given object is known as a(n) _____.
A.
B.
C.
D.
belief
emotion
attitude
cognition
E.
attribute
An attitude is an enduring organization of motivational, emotional, perceptual, and cognitive
processes with respect to some aspect of our environment.
AACSB: Analytical Thinking

Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: 2 Medium
Learning Objective: 11-01 Define attitude and its role in consumer behavior
Topic: Attitudes and Influencing Attitudes
2.
(p. 384)
Caleb learned from his parents that littering was bad, so when he sees someone doing it, he
forms an unfavorable impression of that person. Caleb's learned predisposition to dislike
someone who litters represents his _____.
A.
B.
C.
D.
emotion
personality
attitude
orientation
E.
intelligence
An attitude is a learned predisposition to respond in a consistently favorable or unfavorable
manner with respect to a given object.

Blooms: Remember
Learning Objective: 11-01 Define attitude and its role in consumer behavior
Topic: Attitudes and Influencing Attitudes
11-26
3.
Quaker Oats contains zero milligrams of sodium. This is an example of what type of belief?
(p. 385)
A.
conspicuous belief
B.
benefit belief
C.
dominant belief
D.
feature belief
E.
inherent belief
Beliefs can be about objective features.

Blooms: Remember
Difficulty: 1 Easy
Learning Objective: 11-02 Summarize the three components of attitudes
Topic: Cognitive Component
4.
(p. 385)
Marketers must promote _____ rather than _____, especially for less knowledgeable
consumers and for complex products.
A.
features; benefits
B.
benefits; avoidance
C.
benefits; features
D.
features; contents
E.
consistency; inconsistency
Marketers must promote benefits rather than features; otherwise, consumers will not know how
to evaluate and respond to their claims.

Blooms: Remember
11-27
5.
Which component of attitudes consists of a consumer's beliefs about an object?
A.
B.
C.
D.
affective
cognitive
factual
behavioral
E.
utilitarian
For most attitude objects, people have a number of beliefs.

Blooms: Remember
6.
Mitch likes Toyota automobiles because he thinks they have the highest reliability of all
automobiles. His belief about Toyota's reliability represents which component of Mitch's
attitude?
A.
B.
C.
D.
affective
cognitive
factual
behavioral
E.
utilitarian
The cognitive component consists of a consumer's beliefs about an object.

Blooms: Understand
11-28
7.
Which of the following is used to understand a consumer's cognitive component of attitude?
A.
attribution theory
B.
C.
D.
attitude consistency theory
E.
attitude perception model
The more positive the beliefs are associated with a brand, the more favorable a brand will be
perceived.

Blooms: Remember
8.
Which of the following can be a component of a multiattribute model?
A.
B.
a consumer's attitude toward a particular brand

a consumer's belief about how a brand performs on a given attribute
C.
the importance the consumer attaches to an attribute
D.
a consumer's ideal level of performance on an attribute
E.
all of the above
perceived.

Blooms: Remember
Difficulty: 1 Easy
11-29
9.
Duane is attempting to determine consumers' attitudes toward his restaurant by asking them
their beliefs about how his restaurant performs on several attributes, such as price, ambience,
quality of the food, and friendliness of service. Consumers can rate his restaurant with a score
of 1 to 7 for each of these attributes, with 7 being the highest. Duane adds up the scores to
see how he performs, using the assumption that a higher total is better. At a basic level, which
type of model is Duane using?
A.
B.
cognitive assessment model
C.
belief assessment model
D.
summation model
E.
attribute heuristic model
perceived.

Blooms: Understand
10.
An approach to measuring the importance of attitude components that requires consumers to

allocate 100 points among the components such that the distribution of the points reflects the
relative importance of the component is _____.
A.
B.
perceptual mapping
the Likert scale
C.
the semantic differential scale
D.
the rank-order scale
E.
none of the above
A popular way of measuring importance weights is with a 100-point constant-sum scale.

Blooms: Remember
11-30
11.
When considering consumers' ideal levels of performance on attributes when using a

multiattribute attitude model, which attitude index is best?
A.
B.
25
C.
50
D.
100
E.
over 100
The closer an attitude index calculation is to zero, the better.

Blooms: Remember
Difficulty: 3 Hard
12.
Feelings or emotional reactions to an object reflect the _____ component of an attitude.
A.
B.
C.
D.
knowledge
cognitive
affective
behavioral
E.
orientation
An affective component of an attitude is expressing the emotional evaluation of the product.

Blooms: Remember
Topic: Affective Component
11-31
13.
Kimberly-Clark is interested in mothers' emotional reactions to its Huggies brand of disposable

diapers, which usually have popular characters or cute designs printed on them. Which
component of attitude is Kimberly-Clark interested in?
A.
B.
C.
D.
knowledge
cognitive
affective
behavioral
E.
orientation
Feelings or emotional reactions to an object reflect the affective component of an attitude.

Blooms: Understand
14.
Janice and her mother were visiting an art gallery, and they were looking at modern art. When
they came to one painting, Janice said, "I like that." When her mother asked her why she liked
it, all she could say was, "I don't know, I just like it." Which component of attitude does this
represent?
A.
B.
C.
D.
cognitive
affective
behavioral
latent
E.
manifest
Feelings or emotional reactions to an object reflect the affective component of an attitude.

Blooms: Understand
11-32
15.
Nike has several models of athletic shoes, and most have high functionality. However, several
models are also sleek looking and can actually make a fashion statement for the wearer as
well as performing the functional aspects of the product. By going beyond the cognitive
associations of functionality and attempting to tap consumers' affective reactions, Nike and
other marketers are developing products with _____.
A.
aesthetic appeal
B.
aspirational appeal
C.
benefit appeal
D.
social appeal
E.
personality appeal
Aesthetic appeal is related to design.

Blooms: Understand
16.
SAM (Self-Assessment Manikin) is used to assess which component of attitude?
A.
B.
cognitive
affective
C.
behavioral
D.
orientation
E.
personality
SAM provides visual representations of 232 emotional adjectives underlying PAD (pleasurearousal-dominance).

Blooms: Remember
11-33
17.
Why are the SAM and AdSAM measures effective across cultures?
A.
because the pictorial representations don't require translation or alteration
B.
because the numerical representations don't require translation or alteration
C.
because they are based on emotions
D.
because they are based on attitudes
E.
because the musical representations do not include lyrics
SAM and AdSAM are graphical characters that are manipulated to portray emotions.

Blooms: Remember
18.
Which component of attitude represents one's tendency to respond in a certain manner toward
an object or activity?
A.
B.
cognitive
affective
C.
behavioral
D.
orientation
E.
personality
A series of decisions to purchase or not purchase a product would reflect the behavioral
component.

Blooms: Remember
Difficulty: 1 Easy
Topic: Behavioral Component
11-34
19.
How are actual behaviors and response tendencies most often measured?
A.
physiological measures
B.
multiattribute models
C.
SAM and adSAM
D.
direct questioning
E.
100-point constant-sum scales
Direct questioning works well for most consumption, but not well for sensitive subjects where
consumers may under-state negative behaviors or intentions.

Blooms: Remember
20.
Which of the following statements adequately reflects the concept of attitude component
consistency?
A.
All three attitude components do not change over time.
B. A change in one attitude component tends to produce related changes in the other
components.
C. The three attitude components operate independently from each other, so a change in one
component does not necessarily mean the others will change.
D.
All three attitude components are equal in their influence on one's attitude.
E. Each component is equally important regardless of the situation.

This tendency is the basis for a substantial amount of marketing strategy.

Blooms: Remember
Topic: Component Consistency
11-35
21.
Which of the following is a factor that may account for inconsistencies between measures of
A.
B.
C.
D.
lack of need
failure to consider relative attitudes
failure to consider situational factors
E.
all of the above
At least six factors may account for inconsistencies between measures of beliefs and feelings
and observations of behavior.

Blooms: Remember
Difficulty: 1 Easy
22.
Which of the following is NOT a factor accounting for inconsistencies between measures of
A.
B.
C.
D.
lack of need
lack of ability
weakly held beliefs and affect
failure to consider negative reactions
E.
Failure to consider negative reactions is not a factor accounting for inconsistencies between
measures of beliefs and feelings and observations of behavior.

Blooms: Remember
Difficulty: 3 Hard
11-36
23.
Madeline has a(n) _____ toward Regular Coke, whereby she simultaneously really likes the
taste but also is really negative about the brand because it has high calories.
A.
B.
relative attitude
lack of ability
C.
ambivalent attitude
D.
interpersonal influence
E.
all of the above
Ambivalent attitude involves holding mixed beliefs and/or feelings about an attitude object.

Blooms: Understand
24.
Attitude components tend to be _____.
A.
B.
inconsistent
consistent
C.
irregular
D.
disparate
E.
none of the above
Attitude components (cognitive, affective, and behavioral) tend to be consistent; however, the
degree of apparent consistency can be reduced by a variety of factors.

Blooms: Remember
Difficulty: 1 Easy
11-37
25.
Which of the following is a strategy for altering the cognitive component of a consumer's
attitude?
A.
change beliefs
B.
shift importance
C.
add beliefs
D.
change ideal
E.
all of the above
Four basic marketing strategies are used for altering the cognitive structure of a consumer's
attitude.

Blooms: Remember
Difficulty: 1 Easy
Learning Objective: 11-03 Discuss attitude change strategies associated with each attitude component
Topic: Change the Cognitive Component
26.
For years, American automobiles did not have the level of quality that foreign, particularly
Japanese, automobiles had. However, that has changed, and most automobiles built in the
United States have comparable or superior quality compared with imports. Consumers'
attitudes are slow to change, however, and marketers must use which strategy to change the
cognitive component of consumers' attitudes?
A.
change beliefs
B.
shift importance
C.
add beliefs
D.
change ideal
E.
change feelings
This strategy involves shifting beliefs about the performance of the brand on one or more
attributes.

Blooms: Understand
11-38
27.
In an attempt to alter consumers' cognitive component of their attitude toward the Pepsi brand
of cola, a freshness date was added on the cans. Pepsi wanted consumers to consider this
attribute that was never a consideration before. Pepsi was using which strategy to alter the
cognitive structure of a consumer's attitude?
A.
change beliefs
B.
shift importance
C.
add beliefs
D.
change ideal
E.
change feelings
Another approach to changing the cognitive component of an attitude is to add new beliefs to
the consumer's belief structure.

Blooms: Understand
28.
Which of the following is an approach used by marketers to increase consumers' affect toward
their brand?
A.
B.
C.
D.
create a positive affect toward the ad or website
mere exposure
A and B
E.
A, B, and C
Marketers use three basic approaches to directly increase affect: classical conditioning, affect
toward the ad itself, and mere exposure.

Blooms: Remember
Topic: Change the Affective Component
11-39
29.
The owner of a local restaurant wants to enhance consumers' attitudes toward his restaurant
by changing the affective component of their attitude. Which of the following is an appropriate
approach to achieve this objective?
A.
Change consumers' beliefs about attributes of his restaurant.
B. Use positive music in his advertisements so that, over time, consumers will transfer the
positive affect associated with the music to the restaurant.
C. Convince consumers that an attribute for which this restaurant is strong is more important
than other attributes consumers consider for this product category.
D.
Inform consumers that delivery is now available.
E.
Offer coupons to get consumers to visit the restaurant.
Using the classical conditioning approach, a stimulus the audience likes (such as music) is
consistently paired with the brand name.

Blooms: Understand
30.
Simply presenting a brand to an individual on a large number of occasions to make the

individual's attitude toward the brand more positive is known as _____.
A.
mere exposure
B.
the familiarity effect
C.
positive exposure
D.
repetitive exposure
E.
the saturation effect
A common explanation of the mere exposure effect is that "familiarity breeds liking."

Blooms: Remember
11-40
31.
How does mere exposure enhance attitudes?
A.
by changing beliefs
B.
by adding beliefs
C.
through enhanced familiarity
D.
through shifting importance
E.
by changing perceptions of the ideal
The repetition of ads for low-involvement products may well increase liking (through enhanced
familiarity) and subsequent purchase of the advertised brands without altering the initial belief
structure.

Blooms: Remember
32.
For which type of products can affect, emotions, and Aad play a role in more conscious, highinvolvement settings?
A.
durable products
B.
hedonic products
C.
D.
services
high-price products
E.
nondurable products
Hedonic (versus utilitarian) products are those for which affect, emotions, and Aad can play a
role in more conscious, high-involvement settings.

Blooms: Remember
Difficulty: 3 Hard
11-41
33.
Online marketers attempt simulate "touch" by creating a(n) _____.
A.
online simulated experience
B.
virtual direct experience
C.
D.
enhanced content, such as videos for experiential products

ability to experience products in a virtual context
E.
all of the above
Internet marketers have been particularly concerned about their ability to simulate direct
experience for products in a virtual context.

Blooms: Remember
Difficulty: 1 Easy
Topic: Change the Behavioral Component
34.
Changing behavior prior to changing affect or cognition is based primarily on _____.
A.
B.
operant conditioning
C.
iconic rote learning
D.
analytical reasoning
E.
mere exposure
The key marketing task is to induce people to purchase or consumer the product while
ensuring that the purchase or consumption will be rewarding.

Blooms: Remember
11-42
35.
Which of the following is a common technique for inducing trial behavior?
A.
B.
C.
D.
coupons
free samples
point-of-purchase displays
tie-in purchases
E.
all of the above
Coupons, free samples, point-of-purchase displays, and tie-in purchases are all common
techniques for inducing trial behavior.

Blooms: Remember
Difficulty: 1 Easy
36.
Which of the following is an individual factor that can influence attitude change?
A.
B.
C.
D.
program context
level of viewer distraction
buying occasion
consumer knowledge
E.
all of the above
Consumer knowledge is an individual factor that can influence attitude change.

Blooms: Remember
Difficulty: 3 Hard
Learning Objective: 11-04 Describe the elaboration likelihood model of persuasion
Topic: Individual and Situational Characteristics that Influence Attitude Change
11-43
37.
Which of the following is a theory about how attitudes are formed and changed under varying
conditions of involvement?
A.
B.
theory of reasoned action
C.
elaboration likelihood model
D.
attribution theory
E.
noncompensatory theory
The ELM integrates select individual, situational, and marketing factors to understand
attitudes.

Blooms: Remember
38.
The elaboration likelihood model posits two routes to persuasion, which are the _____.
A.
primary route and secondary route
B.
temporary route and permanent route
C.
central route and peripheral route
D.
manifest route and latent route
E.
direct route and indirect route
High involvement results in a central route to attitude change; low involvement results in a
peripheral route.

Blooms: Remember
Difficulty: 1 Easy
11-44
39.
Carissa is highly involved is a purchase decision for a new car. She has searched the Internet,
visited car dealerships, talked to friends and family, and paid attention to advertisements.
According to the elaboration likelihood model, by which route is Carissa likely to be
persuaded?
A.
primary route
B.
secondary route
C.
central route
D.
peripheral route
E.
direct route
A high involvement decision results in a central route to attitude change when consumers
deliberately and consciously process information to make a decision.

Blooms: Understand
40.
Which of the following is FALSE regarding the central route to persuasion in the elaboration
likelihood model?
A.
Consumers exhibit high involvement with the product, message, or decision.
B. Consumers exhibit strong attention focused on central, product-related features and factual
information.
C. Consumers experience conscious thoughts about product attributes and use outcomes.
D.
Persuasion operates through classical conditioning.
E.
Persuasion generally alters product beliefs.
Persuasion operates through classical conditioning using a peripheral route to attitude change.

Blooms: Remember
Difficulty: 3 Hard
11-45
41.
Dana is watching television when a commercial for a brand of bathroom cleaner comes on.
She is not very interested in the product category, but the ad was entertaining and made her
laugh. As a result, she had a positive attitude toward the brand of cleaner advertised.
According to the elaboration likelihood model, which route to persuasion influenced Dana?
A.
primary route
B.
secondary route
C.
central route
D.
peripheral route
E.
indirect route
The peripheral route to persuasion is used in low involvement situations.

Blooms: Understand
42.
Generally speaking, compared to attitudes formed under the peripheral route, attitudes formed
under the central route tend to be _____.
A.
B.
C.
D.
stronger
more resistant to counter persuasion attempts
more accessible from memory
more predictive of behavior
E.
all of the above
A high-involvement decision results in a central route to attitude change when consumers

Blooms: Remember
Difficulty: 1 Easy
11-46
43.
Addison is a brand manager and wants consumers to form attitudes that are strong, resistant
to counter persuasion attempts, more accessible from memory, and more predictive of
behavior. Which route of the elaboration likelihood model should he encourage consumers to
take?
A.
primary route
B.
secondary route
C.
central route
D.
peripheral route
E.
direct route
A high-involvement decision results in a central route to attitude change when consumers

Blooms: Understand
44.
_____ is the first strategy a loyal consumer uses when his or her favorite brand is attacked
with negative information.
A.
B.
Avoiding
Discrediting
C.
Discounting
D.
Containment
E.
Skipping
This is done through counter arguments whereby consumers look for weaknesses in the
attack.

Blooms: Remember
Difficulty: 1 Easy
Topic: Consumer Resistance to Persuasion
11-47
45.
A loyal consumer will often use _____ to protect his or her brand by reducing the importance
they put on a given attribute.
A.
avoiding
B.
discrediting
C.
discounting
D.
containment
E.
skipping
Consumers will protect their brand by decreasing the importance they put on the attribute in
question.

Blooms: Remember
Difficulty: 1 Easy
46.
_____ is used by loyal consumers, whereby they "seal off" the negative information as a way to
quarantine.
A.
Avoiding
B.
Discrediting
C.
Discounting
D.
Containment
E.
Skipping
Consumers seal off their negative information as a way to quarantine it and avoid having it
spoil their existing positive attitude.

Blooms: Remember
Difficulty: 1 Easy
11-48
47.
The source of a communication represents _____.
A.
"how" a message is communicated
B.
"who" delivers the message
C.
the "what" of the message
D.
the "when" of the message
E.
the "where" of the message
The source is important because consumers respond differently to the same message
delivered by different sources.

Blooms: Remember
Difficulty: 1 Easy
Learning Objective: 11-05 Describe the role of message source; appeal; and structure on attitudes
Topic: Source Characteristics
48.
_____ consists of trustworthiness and expertise.
A.
A two-sided message
B.
The two routes to persuasion
C.
D.
Message appeal
Source credibility
E.
Message structure
Persuasion is easier when the target market views the message source as highly credible.

Blooms: Remember
Difficulty: 1 Easy
11-49
49.
Dr. Rosenfeld is the doctor on Sunday House Call, a Sunday morning health program on the
Fox News channel. Dr. Rosenfeld is highly esteemed in his field and provides up-to-date
medical information for viewers. Sometimes, he recommends specific products, and Valerie, a
regular viewer of the program, trusts what he says or recommends because he doesn't seem
to have an apparent motive to mislead viewers. Which characteristic does Dr. Rosenfeld
possess?
A.
source credibility
B.
source derogation
C.
source experience
D.
source likeability
E.
source attractiveness
Source credibility consists of trustworthiness and expertise.

Blooms: Remember
50.
In which type of ad does a person, generally a typical member of the target market, recount his
or her successful use of the product, service, or idea?
A.
single message
B.
two-sided message
C.
comparative ad
D.
testimonial ad
E.
demonstration
Individuals who are unknown but similar to others in the target market can be effective
spokespersons.

Blooms: Remember
11-50
51.
Anne appears in a television commercial for a local chiropractor. She tells the audience how
she suffered from migraine headaches several times a month. However, once she started
treatment at this particular chiropractor, her headaches disappeared. She claimed, "I kept
expecting them to come back, but they didn't. I have a whole new lease on life, thanks to
Peavy Chiropractic!" Which type of ad is this?
A.
single message
B.
two-sided message
C.
comparative ad
D.
testimonial ad
E.
demonstration
In a testimonial ad, a person (generally a typical member of the target market) recounts his or
her successful use of the product, service, or idea.

Blooms: Understand
52.
Advertisements and packages for Kellogg's Smart Start breakfast cereal include the seal of the
American Heart Association, indicating that it is a hearty, healthy choice. This seal can
influence consumers to purchase this brand because the American Heart Association has a
reputation of trustworthiness and expertise. The seal appearing on packages and in
advertisements represents a _____.
A.
B.
testimonial
C.
two-sided message
D.
sponsorship
E.
message frame
Independent third-party endorsements are widely viewed as both trustworthy and expert by
consumers.

Blooms: Understand
11-51
53.
Which of the following is NOT a reason celebrity sources are effective?
A.
Celebrities may attract attention to the advertisement.
B. A celebrity's likeability and popularity often translate into higher Aad, which can enhance
brand attitudes.
C.
Some celebrities are also experts.
D. Celebrities are physically attractive, and research has shown that individuals will agree with
a physically attractive person regardless of the message or their own initial attitude.
E. Consumers may identify with or desire to emulate the celebrity.
Celebrity sources are effective because of such attributes as expertise and trustworthiness,
not their attractiveness.

Blooms: Remember
54.
Which of the following do marketers need to be concerned about with respect to using
celebrities as company spokespersons?
A.
B.
C.
D.

negative behavior involving the spokesperson
image of the celebrity does not match the image of the product or brand
A and B
E.
A, B, and C
Marketers need to be concerned with overexposure of the celebrity, negative behavior, and
image not matching the product or brand.

Blooms: Remember
Difficulty: 1 Easy
11-52
55.
Kellogg recently dropped Olympic swimmer Michael Phelps as a celebrity endorser. Kellogg's
decision was based on ___________.
A.
B.
C.
D.
the age of the celebrity

negative behavior involving the celebrity
a contract dispute
E.
conflict of interest with another sponsor
Some marketers are concerned when endorsers engage in questionable personal behavior.

Blooms: Understand
Difficulty: 1 Easy
56.
Tony the Tiger, the Jolly Green Giant, and the Aflac duck are examples of _____.
A.
B.
C.
D.
celebrity spokespersons
sponsors
spokescharacters
two-sided messages
E.
inanimate celebrity characters
Spokescharacters can be animated animals, people, products, or other objects.

Blooms: Understand
Difficulty: 1 Easy
11-53
57.
Spokescharacters can be _____.
A.
animated animals
B.
animated people
C.
animated products
D.
animated objects
E.
all of the above
Such characters symbolize the brand and give it an identity that competitors cannot easily
duplicate.

Blooms: Remember
Difficulty: 1 Easy
58.
Which of the following occurs when a company provides financial support for an event such as
the Olympics or a concert?
A.
B.
sponsorship
C.
celebrity endorsement
D.
source credibility
E.
two-sided message
The potential to generate goodwill in sports sponsorships is particularly high among rabid fans.

Blooms: Remember
11-54
59.
Appeal characteristics represent _____ a message is communicated.
A.
by whom
B.
when
C.
where
how
D.
E.
the timing by which
How a message is communicated affects attitude formation and change.

Blooms: Remember
Topic: Appeal Characteristics
60.
Which type of appeal uses the threat of negative (unpleasant) consequence if attitudes or
behaviors are not altered?
A.
one-sided message
B.
two-sided message
C.
fear appeals
D.
humorous appeals
E.
comparative ads
Fear appeals can be both physical and social.

Blooms: Remember
Difficulty: 1 Easy
11-55
61.
A long-running television commercial for Dial soap would show an individual in various
situations with other people (e.g., car pool or elevator). This individual would join the others
and look around, appearing to be in discomfort. Then a voice-over would say, "Aren't you glad
you used Dial . . . don't you wish everyone did?" Which type of appeal does this illustrate?
A.
one-sided message
B.
two-sided message
C.
fear appeal
D.
E.
comparative ad
Fear appeals use the threat of negative (unpleasant) consequences if attitudes or behaviors
are not altered.

Blooms: Remember
Difficulty: 1 Easy
62.
Which of the following statements is FALSE regarding humorous appeals?
A.
Ads built around humor appear to increase attention to the ad.
B. The overall effectiveness of humor is generally increased when the humor relates to the
product or brand in a meaningful way.
C. Humorous ads are low risk because they tend to translate well across situations and
cultures.
D. Companies have been successful using humor that is only loosely tied to the product.
E.
Ads built around humor appear to increase liking of the ad.
What is considered funny varies across individuals, cultures, and situations.

Blooms: Remember
11-56
63.
Which type of ad directly compares the features or benefits of two or more brands?
A.
one-sided message
B.
two-sided message
C.
fear appeal
D.
E.
comparative ad
Comparative ads are often more effective than noncomparative ads in generating attention and
increased purchase intentions and behaviors.

Blooms: Remember
Difficulty: 1 Easy
64.
An advertisement for AT&T long distance telephone service split the screen in two and showed
a person on each screen talking on the telephone. Below each person, there was a running
total of the cost of the call. At the end of the commercial, the total cost on the AT&T side was
lower than that for the Sprint side. This is an example of which type of ad?
A.
one-sided message
B.
two-sided message
C.
fear appeal
D.
E.
comparative ad
A comparative ad directly compares the features or benefits of two or more brands.

Blooms: Understand
11-57
65.
Which of the following statement is TRUE regarding comparative advertising?
A.
Comparative advertising is more effective regardless of the source.
B. Comparative advertising is particularly effective for promoting established, market-share

leader brands.
C. Audience characteristics, especially brand loyalty associated with the sponsoring brand,
are important.
D. Broadcast media, particularly radio, appear to be better vehicles for comparative
advertisements.
E. A partially comparative ad is one in which a specific competitor is not named.
Audience characteristics, especially brand loyalty associated with the sponsoring brand, are
important.

Blooms: Remember
Difficulty: 3 Hard
66.
Which type of ad is designed primarily to elicit a positive affective response rather than to
provide information or arguments?
A.
one-sided message
B.
two-sided message
C.
fear appeal
D.
emotional ad
E.
comparative ad
Emotional ads such as those that arouse feelings of warmth trigger physiological reactions.

Blooms: Remember
Difficulty: 1 Easy
11-58
67.
Which of the following is NOT a way emotional ads may enhance persuasion?
A.
B.
by increasing attention of the ad and, therefore, ad recall

by increasing liking of the ad
C.
by increasing product liking through classical conditioning
D.
by increasing product liking through high-involvement processes
E. All of the above are ways emotional ads may enhance persuasion.
Emotional ads such as those that arouse feelings of warmth trigger physiological reactions.

Blooms: Remember
68.
Which type of appeal attempts to build a personality for the product or create an image of the
product user?
A.
humorous appeal
B.
utilitarian appeal
C.
D.
hedonic appeal
E.
emotional appeal
Value-expressive appeals are most effective for products designed to enhance self-image or
provide other intangible benefits.

Blooms: Remember
11-59
69.
Instead of featuring any functional benefits of the product or brand in ads for the iPod, this
product was introduced by showing a silhouette of a person dancing with the white earbuds
and holding a white iPod MP3 player. Which type of advertising appeal does this illustrate?
A.
one-sided message
B.
two-sided message
C.
D.
testimony
E.
utilitarian appeal
Value-expressive appeals attempt to build a personality for the product or create an image of
the product user.

Blooms: Understand
Difficulty: 3 Hard
70.
Which type of appeal involves informing the consumer of one or more functional benefits that
are important to the target market?
A.
multi-sided message
B.
C.
utilitarian appeal
D.
factual appeal
E.
supportive appeal

Blooms: Remember
11-60
71.
An advertisement for the Honda Civic Hybrid featured gas mileage in the subheading (49
city/51 highway). The copy also noted that owners of this automobile may be eligible for a
clean-fuel tax deduction. At the time this ad appeared, gas was more than $3.00 per gallon,
which made the information important to consumers. This is an example of which type of
appeal?
A.
B.
comparative ad
C.
two-sided message
D.
utilitarian appeal
E.
supportive appeal
Utilitarian appeal involves informing the consumer of one or more functional benefits that are
important to the target market.

Blooms: Understand
72.
Which of the following is TRUE regarding value-expressive versus utilitarian appeals?
A. Utilitarian appeals attempt to build a personality for the product or create an image of the
product user.
B.
C. Products serve either a utilitarian purpose or a value-expressive purpose, but not both.
D. For value-expressive products, banner ads on websites serve primarily to transport
consumers to the more detailed target ads or sites.
E.
All of the above are true.
Utilitarian appeal involves informing the consumer of one or more functional benefits that are
important to the target market.

Blooms: Understand
11-61
73.
Advertisements or sales messages in which only one point of view is expressed are referred to
as _____.
A.
biased messages
B.
one-sided messages
C.
two-sided messages
D.
utilitarian appeals
E.
noncomparative ads
One-sided messages are most effective at reinforcing existing attitudes.

Blooms: Remember
Topic: Message Structure Characteristics
74.
Toyota offers a hybrid version of its popular Highlander mid-sized SUV. The advertising for this
car features the positive benefits of owning a hybrid, but it fails to mention that the Hybrid is
considerably more expensive than the conventional version of the model. This is an example of
a(n) _____.
A.
biased message
B.
one-sided message
C.
two-sided message
D.
positive appeal
E.
comparative ad
Advertisements or sales messages in which only one point of view is expressed are referred to
as one-sided messages.

Blooms: Understand
11-62
75.
Which type of advertisement or sales presentation presents both good and bad points?
A.
unbiased message
B.
one-sided message
C.
two-sided message
D.
positive/negative message
E.
balanced message
Two-sided messages are generally more effective than one-sided messages in changing a
strongly held attitude.

Blooms: Remember
76.
For years, L'Oreal hair color would say in their ad that L'Oreal is "expensive, but you're worth
it." This is an example of which type of advertisement?
A.
truthful message
B.
one-sided message
C.
two-sided message
D.
negative/positive message
E.
balanced message
A two-sided message presents both good and bad points.

Blooms: Understand
11-63
77.
_____ refers to presenting one of two equivalent value outcomes either in positive or gain
terms or in negative or loss terms.
A.
B.
Message sidedness
Message framing
C.
Benefit segmentation
D.
Positive/negative message
E.
Priming
There are various types of message frames and the type of frame influences whether positive
or negative framing is better.

Blooms: Remember
78.
The simplest form of message framing where only a single attribute is the focus of the frame is
known as _____.
A.
B.
priming
a one-sided message
C.
goal framing
D.
simple framing
E.
attribute framing
In attribute framing situations, positive framing yields the most positive evaluations because it
emphasizes the desirable aspects of the specific attribute.

Blooms: Remember
11-64
79.
Which type of message framing stresses either the positive outcomes of performing a behavior
or the negative outcomes of not performing a behavior?
A.
attribute framing
B.
two-sided framing
C.
goal framing
D.
end-state framing
E.
benefit/loss framing
Messages that stress either positive outcomes of performing a behavior or the negative
outcomes of not performing a behavior have been defined by researchers as goal framing.

Blooms: Remember
80.
Segmenting consumers on the basis of their most important attribute or attributes is called
_____.
A.
benefit segmentation
B.
demographic segmentation
C.
psychographic segmentation
D.
attribute segmentation
E.
utilitarian segmentation
The importance of various attributes is one way of defining customer needs for a given
product.

Blooms: Remember
Difficulty: 1 Easy
Learning Objective: 11-06 Discuss segmentation and product development applications of attitudes
Topic: Market Segmentation
True / False Questions
11-65
81.
The cognitive component of attitude consists of a consumer's beliefs about an object.

TRUE
For most attitude objects, people have a number of beliefs.

Blooms: Remember
Difficulty: 1 Easy
82.
The logic underlying the multiattribute attitude model is that all the components of an attitude
are generally inconsistent.
FALSE
In the simplest version of the multiattribute attitude model, all attributes are equally important
in determining the overall evaluation.

Blooms: Remember
83.
The affective component of an attitude is one's tendency to respond in a certain manner

toward an object or activity.
FALSE
The behavioral component of attitude is one's tendency to respond in a certain manner toward
an object or activity.

Blooms: Remember
11-66
84.
One critical aspect of attitudes is that all three components tend to be consistent.
TRUE
A change in one attitude component tends to produce related changes in the other
components.

Blooms: Remember
85.
Four basic marketing strategies used for altering the cognitive structure of a consumer's
attitude are change beliefs, shift importance, add beliefs, and change ideal.
TRUE
attitude.

Blooms: Remember
86.
There is evidence that affect or brand preference may be increased by mere exposure.
TRUE
A common explanation of the mere exposure effect is that "familiarity breeds liking."

Blooms: Remember
Difficulty: 1 Easy
11-67
87.
The elaboration likelihood model (ELM) of persuasion posits two routes to persuasion: direct
route and indirect route.
FALSE
High involvement results in a central route to attitude change; low involvement results in a
peripheral route.

Blooms: Remember
88.
If competing brands are comparable in terms of product features (central cues), then
consistent with the elaboration likelihood model, under high involvement, peripheral cues like
pleasant music will have no influence on brand preferences.
FALSE
Low-involvement peripheral route situations require limited information and rely on simple
affective and cognitive cues such as music.

Blooms: Remember
Difficulty: 3 Hard
89.
A credible source can enhance message processing and acceptance.

TRUE
Persuasion is easier when the target market views the message source as highly credible.

Blooms: Remember
Difficulty: 1 Easy
11-68
90.
Sponsorship occurs when a company provides financial support for an event.

TRUE
Sponsorships often work in much the same manner as using a celebrity endorser where the
matchup is important.

Blooms: Remember
Difficulty: 1 Easy
91.
Research has shown that using high levels of fear in advertising such that consumers feel
threatened are the most effective.
FALSE
Those using fear appeals want to maximize the level of fear aroused while presenting a threat
so intense as to cause the consumer to distort, reject, or avoid the message.

Blooms: Remember
Difficulty: 3 Hard
92.
Broadcast media, particularly television, appear to be better vehicles for comparative

advertisements because broadcast lends itself to more thorough comparisons.
FALSE
Print media appear to be better vehicles for comparative advertisements because print lends
itself to more thorough comparisons.

Blooms: Remember
11-69
93.
Value-expressive appeals involve informing the consumers of one or more functional benefits
that are important to the target market.
FALSE
Value-expressive appeals attempt to build a personality for the product or create an image of
the product user.

Blooms: Remember
94.
A two-sided message presents both good and bad points.

TRUE
Two-side messages are generally more effective than one-sided messages in changing a
strongly held attitude.

Blooms: Remember
95.
The simplest form of message framing is attribute framing, where only a single attribute is the
focus of the frame.
TRUE
In attribute framing situations, positive framing yields the most positive evaluations because it
emphasizes the desirable aspects of the specific attribute.

Blooms: Remember
11-70
96.
In a goal framing setting, a positive frame is generally the most effective.

FALSE
Goal framing is where the message stresses either the positive consequences of performing
an act or the negative consequences of not performing the act.

Blooms: Remember
Difficulty: 3 Hard
97.
Segmenting consumers on the basis of the most important attribute or attributes is called
benefit segmentation.
TRUE
To define benefit segments, a marketer needs to know the importance that consumers attach
to various product or service features.

Blooms: Remember
Learning Objective: 11-06 Discuss segmentation and product development applications of attitudes
Topic: Market Segmentation
Essay Questions
11-71
98.
A local Kia automobile dealership owner conducted some informal market research and found
that many consumers had negative attitudes toward this brand. Explain what can be done to
change the cognitive component of consumers' attitudes.
attitude:
a. Change beliefsinvolves shifting beliefs about the performance of the brand on one or
more attributes. Attempts to change beliefs generally involve providing facts or statements
about performance.
b. Shift importancemost consumers consider some product attributes to be more important
than others. Marketers often try to convince consumers that those attributes on which their
brands are relatively strong are the most important.
c. Add beliefsadd new beliefs to the consumer's belief structure.
d. Change idealchange perceptions of the ideal brand or situation.

Blooms: Understand
99.
Harrison is very involved with any type of electronic product, such as televisions, sound
systems, cellular phones, and computers. According to the elaboration likelihood model (ELM),
explain how marketers of these types of products can succeed in influencing Harrison.
The ELM suggests that involvement is a key determinant of how information is processed and
attitudes changes. High involvement, which describes Harrison, results in a central route to
attitude change by which consumers deliberately and consciously process those message
elements that they believe are relevant to a meaningful and logical evaluation of the brand.
These elements are elaborated on and combined into an overall evaluation. As a result, the
ELM suggests that vastly different communications strategies are required to communicate
effectively with high- versus low-involvement consumers. In general, detailed factual
information (central cues) is effective in high-involvement, central route situations (i.e.,
Harrison).

Blooms: Understand
11-72
100.
Name and describe the three defense mechanisms loyal consumers use to avoid changing
their attitudes.
Three defense mechanisms loyal consumers use to avoid brand attacks:

a. Discreditingloyal consumers' first strategy is to discredit negative information through
counter arguments, whereby the consumers look for weaknesses in competitor attacks.
b. Discountingwhen discrediting does not work, loyal consumers will often resort to
discounting, whereby the consumers protect their brand by decreasing the importance they put
on the attribute in question.
c. Containmentif a brand attack cannot be discredited, loyal consumers also engage in
containment, whereby consumers "seal off" the negative information as a way to quarantine it
and avoid having it spill over and spoil their existing positive attitude.

Blooms: Understand
101.
Companies spend millions of dollars each year for celebrities to appear in their marketing
communications. Explain why this might be a good investment. That is, discuss the reasons
why celebrity endorsers are effective.
Celebrity sources are effective for a variety of reasons:

Attentioncelebrities may attract attention to the advertisement. Consumers tend to be
curious about celebrities and are drawn to ads in which they appear.
Attitude toward the ada celebrity's likeability and popularity often translate into higher Aad,
which can enhance brand attitudes.
Trustworthinessdespite being paid for their endorsements, celebrities often develop strong
and credible public personas that consumers trust, and trust translates into purchases.
Expertisesome celebrities are also experts, particularly in music and sports.
Aspirational aspectsconsumers may identify with or desire to emulate the celebrity, and as
a consequence, they may imitate the behavior and style of a celebrity through purchases of
similar brands and styles.
Meaning transferconsumers may associate known characteristics of the celebrity with
attributes of the product that coincide with their own needs or desires.

Blooms: Understand
11-73
102.
Compare and contrast one-sided and two-sided messages, and explain why marketers would
use a two-sided message.
In advertisements and sales presentation, marketers generally present only the benefits of
their product without mentioning any negative characteristics it might possess or any
advantages a competitor might have. These are one-sided messages because only one point
of view is expressed. The idea of a two-sided message, presenting both good and bad
points, is counterintuitive, and more marketers are reluctant to try such an approach. However,
two-sided messages are generally more effective than one-sided messages in changing a
strongly held attitude. One reason is because they are unexpected and increase consumer
trust in the advertiser. They are particularly effective with highly educated consumers.
However, product type, situation variables, and advertisement format influence the relative
effectiveness of the two approaches.

Blooms: Understand
11-74

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Chapter 11

Attitudes and Influencing Attitudes

Multiple Choice Questions

5. Which component of attitudes consists of a consumer's beliefs about an object?

7. Which of the following is used to understand a consumer's cognitive component of attitude?

cognitive dissonance theory

multiattribute attitude model

attitude consistency theory

attitude perception model

8. Which of the following can be a component of a multiattribute model?

a consumer's attitude toward a particular brand

B. a consumer's belief about how a brand performs on a given attribute

the importance the consumer attaches to an attribute

a consumer's ideal level of performance on an attribute

all of the above

multiattribute attitude model

cognitive assessment model

belief assessment model

attribute heuristic model

the Likert scale

the semantic differential scale

the rank-order scale

none of the above

16. SAM (Self-Assessment Manikin) is used to assess which component of attitude?

A. because the pictorial representations don't require translation or alteration

because they are based on emotions

because they are based on attitudes

because the musical representations do not include lyrics

SAM and adSAM

100-point constant-sum scales

All three attitude components do not change over time.

weakly held beliefs and affect

failure to consider negative reactions

all of the above

24. Attitude components tend to be _____.

none of the above

Change consumers' beliefs about attributes of his restaurant.

Inform consumers that delivery is now available.

the familiarity effect

the saturation effect

31. How does mere exposure enhance attitudes?

through enhanced familiarity

through shifting importance

by changing perceptions of the ideal

33. Online marketers attempt simulate "touch" by creating a(n) _____.

online simulated experience

iconic rote learning

level of viewer distraction

all of the above

cognitive dissonance theory

theory of reasoned action

elaboration likelihood model

primary route and secondary route

temporary route and permanent route

central route and peripheral route

manifest route and latent route

direct route and indirect route

A. Consumers exhibit high involvement with the product, message, or decision.

Persuasion operates through classical conditioning.

Persuasion generally alters product beliefs.

more accessible from memory

more predictive of behavior

all of the above