People who live in the south sometimes make fun of those living in other parts of the country. Community Coffee, a regional coffee brand made in Louisiana, played on these beliefs by having a lady at the end of the commercial saying in a sweet southern accent, “You gotta be a Yankee if you don’t like Community Coffee.” This overall evaluation southerners have of northerners represents their _____ toward northerners.
a.conation
b.schemata
c.value-expressiveness
d.attitude
e.latitude of rejection
d. attitude
Which approach to attitudes posits there are three components to attitudes: affect, behavior, and cognitions?
a.ABC approach to attitudes
b.Tri-partite approach to attitudes
c.Functional approach to attitudes
d.Utilitarian approach to attitudes
e.Compensatory approach to attitudes
a. ABC approach to attitudes
According the ABC approach to attitudes, attitudes possess three important components: affect, behavior, and _____.
D. cognitions
“I always buy Honda automobiles” is an example of which component of attitude?
A. behavior
“Volvo’s are safe automobiles” is an example of which component of attitude?
E. behavior
“I really like my iPhone” is an example of which component of attitude?
B. affect
According to the functional theory of attitudes, attitudes perform all of the following functions EXCEPT _____.
a.utilitarian function
b.ego-defensive function
c.knowledge function
d.value-expressive function
e.hedonic function
e. hedonic funcation
Consumers don’t like to pay for automobile insurance, but they know that they can be fined heavily if stopped by the police and they don’t have proof of insurance. Therefore, their attitude toward insurance is based on the belief that it will eliminate the punishment they could incur if they don’t have insurance. According to the functional theory of attitudes, which function does this attitude toward insurance perform?
B. utilitarian function
Laurie has owned several Honda automobiles, so when she decided to purchase a new car for her daughter, her attitude toward Honda made the decision easy - buy a Honda! According to the functional theory of attitudes, this function of attitude is best described as an example of the _____ function of attitude.
All of the following are elements of the attitude-toward-the-object (ATO) model EXCEPT _____.
E. a consumer’s perception of what other people think they should do
The ATO approach is known as a _____, meaning attitudes are formed holistically across a number of attributes with poor ratings on one attribute being compensated for by higher ratings on another attribute.
C. compensatory model
Which model assesses a consumer’s perceptions of what other people think they should do?
C. attitude-toward-the-object (ATO) model
Researchers have noted that all of the following are factors that weaken the attitude-behavior relationship EXCEPT _____.
D. Consumers gender
Which attitude model expands upon the behavioral intentions model by including a perceived control component that assesses the difficulty involved in performing the behavior and the extent to which the consumer perceives that he or she is in control of the product selection?
B. attitude-toward-the-object model
Many companies hire services that electronically monitor Facebook, Twitter, and Internet blog posts to gauge consumers’ attitudes toward their company and to alert them to negative changes over time. What is this monitoring of consumers’ attitudes called?
B. attitude tracking
Which term refers to specific attempts to change attitudes?
Which of the following is an attitude change theory?
E. all of these choices
Which attitude change theory is based on the premise that behavior change can precede belief and attitude change?
B. Behavioral influence approach
Which model of attitude change is based on differing levels of consumer involvement?
A. elabration likelihood model
The elaboration likelihood model proposes two routes to persuasion: ______.
B. central route and peripheral route
Which type of cues refer specifically to information found in the message that pertains directly to the product, its attributes, its advantages, or the consequences of its use?
E. central cues
According to the elaboration likelihood model of persuasion, if a consumer is not involved with a message or lacks either the motivation or ability to process information the _____ route to persuasion will be followed.
D. Peripheral
In the elaboration likelihood model (ELM), non-product-related information presented in a message is referred to as a(n) _____.
D. peripheral cue
The attractiveness of the person delivering the message, the number of arguments presented, the expertise of the spokesperson, and the imagery or music presented along with the message are examples of _____.
Which theory’s basic premise is that consumers are motivated to maintain perceived consistency in the relations found in mental systems?
A. balance theory
Balance theory is based on the _____, which states that human beings prefer consistency among their beliefs, attitudes, and behaviors.
D. consistency principle
According to balance theory, the two types of relations between the elements of observer, person, and object are referred to as _____.
a.primary relations and secondary relations
b.sentiment relations and unit relations
c.central route and peripheral route
d.acceptable relations and rejected relations
e.cognitive relations and affective relations
b. seniment relations and unit relations
In balance theory, _____ relations are the relations between the observer (consumer) and the other elements in the system.
In balance theory, the object-person relation is referred to as a(n) _____ relation.
C. unit
Which theory of persuasion proposes that consumers compare incoming information to their existing attitudes about a particular object or issue?
C. social judgement theory
According to social judgment theory, if a consumer is exposed to an advertising message that is very different from his initial attitude toward the product, the information in the message will fall within the consumer’s _____.
E. latitude of rejection
According to social judgment theory, when an incoming message falls within the latitude of acceptance, _____ occurs.
E. assimilation
How the appeal of a message and its construction affect persuasiveness is referred to as _____.
C. message efects
_____ refer to the characteristics of the person or character delivering a message that influence persuasion.
A. source effects
Research has shown that taller, physically-fit salespeople tend to be more successful than shorter, less fit salespeople. These characteristics of the salesperson that might impact their persuasiveness with customers are called _____.
D. source effects
All of the following are elements of the basic communication model EXCEPT _____.
C. cues
From a traditional advertising perspective, the basic communication model is referred to as a _____ approach
C. one to many
Which of the following statements is TRUE regarding sex appeals in advertising?
A. Moderate levels of nudity appear to be most preferred
All of the following have been found to be true regarding humor appeals EXCEPT _____.
e. the initial attitude that a consumer has regarding the product plays an important role in how a humorous ad will impact his or her attitude of the product
A. H or is most effective when it doesn’t relate to the product being advertised
Fear appeals tend to be effective when they _____.
D. all of these choices
The placement of information in a specific message at the beginning, middle, or end of the message impacts the recall of the information, which is a basic tenet of the _____.
A. serial position effect
Research suggests that _____ are likely to occur when the audience is highly engaged (highly involved) and when verbal (versus pictorial) content is present. Thus, important information should be placed early in the message.
C. primacy effects
All of the following are considered source effects that might influence consumers’ attitudes EXCEPT _____.
C. relevancy
All of the following are true regarding source credibility EXCEPT _____.
aCredible sources tend to be more persuasive than less credible ones, but this effect tends to only hold true in high involvement situations.
b. According to the elaboration likelihood model (ELM), one element of credibility, expertise, represents a peripheral cue in advertising.
c. Research results suggest that source expertise has the biggest influence of all source effects on consumer responses to advertisements.
d. Source credibility is a function of a source’s expertise and trustworthiness.
e. Trustworthy sources can be persuasive even if they’re not experts.
b. According to the elaboration likelihood model (ELM), one element of credibility, expertise, represents a peripheral cue in advertising.
Which of the following states that a source feature is most effective when it is matched with relevant products?
