Attitudes and Influencing Attitudes Answer Key Part 3

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. 54. Which of the following do marketers need to be concerned about with respect to using celebrities as company spokespersons? A. overexposure of the celebrity B. negative behavior involving the spokesperson C. image of the celebrity does not match the image of the product or brand D. 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. 55. Kellogg recently dropped Olympic swimmer Michael Phelps as a celebrity endorser. Kellogg's decision was based on ___________. A. the age of the celebrity B. overexposure of the celebrity C. negative behavior involving the celebrity D. a contract dispute E. conflict of interest with another sponsor Some marketers are concerned when endorsers engage in questionable personal behavior. 56. Tony the Tiger, the Jolly Green Giant, and the Aflac duck are examples of _____. A. celebrity spokespersons B. sponsors C. spokescharacters D. two-sided messages E. inanimate celebrity characters Spokescharacters can be animated animals, people, products, or other objects. 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. 58. Which of the following occurs when a company provides financial support for an event such as the Olympics or a concert? A. third-party endorsement 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. 59. Appeal characteristics represent _____ a message is communicated. A. by whom B. when C. where D. how E. the timing by which How a message is communicated affects attitude formation and change. 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. 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. third-party endorsement E. comparative ad Fear appeals use the threat of negative (unpleasant) consequences if attitudes or behaviors are not altered. 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. 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. third-party endorsement E. comparative ad Comparative ads are often more effective than noncomparative ads in generating attention and increased purchase intentions and behaviors. 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. third-party endorsement E. comparative ad A comparative ad directly compares the features or benefits of two or more brands. 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. 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. 67. Which of the following is NOT a way emotional ads may enhance persuasion? A. by increasing attention of the ad and, therefore, ad recall B. 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. 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. hedonic appeal E. emotional appeal Value-expressive appeals are most effective for products designed to enhance self-image or provide other intangible benefits. 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. value-expressive appeal E. utilitarian appeal Value-expressive appeals attempt to build a personality for the product or create an image of the product user. 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. value-expressive appeal C. utilitarian appeal D. factual appeal E. supportive appeal Utilitarian appeals are most effective for functional products. 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. value-expressive appeal 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. 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. Utilitarian appeal involves informing the consumer of one or more functional benefits that are important to the target market. 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. 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. 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. 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. 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. 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. 78. The simplest form of message framing where only a single attribute is the focus of the frame is known as _____. A. priming B. 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. 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. 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. True / False Questions 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. 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. 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. 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. 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 Four basic marketing strategies are used for altering the cognitive structure of a consumer's attitude. 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." 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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.