Attitudes and Influencing Attitudes Answer Key Part 1

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. belief B. emotion C. attitude D. cognition E. attribute An attitude is an enduring organization of motivational, emotional, perceptual, and cognitive processes with respect to some aspect of our environment. 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. emotion B. personality C. attitude D. orientation E. intelligence An attitude is a learned predisposition to respond in a consistently favorable or unfavorable manner with respect to a given object. 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. 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. 5. Which component of attitudes consists of a consumer's beliefs about an object? A. affective B. cognitive C. factual D. behavioral E. utilitarian For most attitude objects, people have a number of beliefs. 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. affective B. cognitive C. factual D. behavioral E. utilitarian The cognitive component 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? A. attribution theory B. cognitive dissonance theory C. multiattribute attitude model 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. 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 The more positive the beliefs are associated with a brand, the more favorable a brand will be perceived. 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. multiattribute attitude model B. cognitive assessment model C. belief assessment model D. summation model E. attribute heuristic model The more positive the beliefs are associated with a brand, the more favorable a brand will be perceived. 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 A popular way of measuring importance weights is with a 100-point constant-sum scale. 11. When considering consumers' ideal levels of performance on attributes when using a multiattribute attitude model, which attitude index is best? A. 0 B. 25 C. 50 D. 100 E. over 100 The closer an attitude index calculation is to zero, the better. 12. Feelings or emotional reactions to an object reflect the _____ component of an attitude. A. knowledge B. cognitive C. affective D. behavioral E. orientation An affective component of an attitude is expressing the emotional evaluation of the product. 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 Feelings or emotional reactions to an object reflect the affective component of an attitude. 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. latent E. manifest Feelings or emotional reactions to an object reflect the affective component of an attitude. 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. 16. SAM (Self-Assessment Manikin) is used to assess which component of attitude? A. cognitive B. affective C. behavioral D. orientation E. personality SAM provides visual representations of 232 emotional adjectives underlying PAD (pleasurearousal-dominance). 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. 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 A series of decisions to purchase or not purchase a product would reflect the behavioral component. 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. 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. 21. Which of the following is a factor that may account for inconsistencies between measures of beliefs and feelings and observations of behavior? A. lack of need B. failure to consider relative attitudes C. failure to consider interpersonal influence D. 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. 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. failure to consider negative reactions E. failure to consider interpersonal influence Failure to consider negative reactions is not a factor accounting for inconsistencies between measures of beliefs and feelings and observations of behavior. 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 Ambivalent attitude involves holding mixed beliefs and/or feelings about an attitude object. 24. Attitude components tend to be _____. A. inconsistent B. 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. 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. 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.