MAR3503 Exam 2

Which theory of attitudes assumes that people assimilate new information about attitude objects in light of what they already know and feel, using an initial attitude as a frame of reference to categorize new information?
A) theory of cognitive dissonance
B) multiattribute theory
C) social judgment theory
D) self-perception theory
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Which theory of attitudes assumes that people assimilate new information about attitude objects in light of what they already know and feel, using an initial attitude as a frame of reference to categorize new information?
A) theory of cognitive dissonance
B) multiattribute theory
C) social judgment theory
D) self-perception theory
C
All multiattribute attitude models specify the importance of three elements. Two of those elements are attributes and beliefs. What is the third element?
A) action variables
B) motivations
C) recency of events
D) importance weights
D
What do the "A, B, Cs" of the ABC model of attitudes stand for?
A) attitude, business, and consumption
B) affect, behavior, and cognition
C) assumptions, best practices, conditions
D) approval, behavior, context
B
According to the basic ABC model of attitudes, ________ refers to the beliefs a consumer has about an attitude object.
A) affect
B) conditions
C) approval
D) cognition
D
The theory of cognitive dissonance is based on the ________.
A) knowledge function
B) principle of cognitive consistency
C) principle of cognitive-affect conflict
D) self-identification function
C
Which of the following attitude functions is associated with a focus on particular social identities and lifestyles (e.g., "What sort of man reads Playboy?")?
A) utilitarian
B) value-expressive
C) ego-defensive
D) knowledge
B
Kanisha is confronted with a strange set of products during her most recent visit to the cosmetics counter at her favorite department store. Urban Grunge nail polish is "hot, hot, hot" according to recent ads. Kanisha likes the idea of a new nail polish but is unsure about the image that might be projected by the dull colors of the nail polish line. With such names as Street Slime, Garbage Goo, and Trash Can, caution might be the right move. Which of the following attitude functions most closely matches Kanisha's purchase decision?
A) utilitarian function
B) elaboration function
C) ego-defensive function
D) knowledge function
C
The ________ function of attitudes applies when a person is in an ambiguous situation and needs order, structure, or meaning.
A) knowledge
B) utilitarian
C) value-expressive
D) ego-defensive
A
Researchers have added to the original Fishbein multiattribute model. The name of this extended-Fishbein model is the ________.
A) linked Fishbein model
B) theory of reasoned action
C) Phillips approach
D) subjective norm model
B
Some theorists have proposed a model that focuses on studying consumer goals as a way to explore attitude formation. According to this model, what consumers believe they have to do to attain their goals would also be part of any evaluation of attitudes. Which of the following theories would be most closely linked to the statements above?
A) theory of reasoned action
B) theory of trying
C) theory of direct response
D) rejection theory
B
An active attempt to change attitudes is called ________. A) behavior modification B) persuasion C) communication D) cognitionBAccording to a major study of more than 1,000 commercials, the single most important factor in whether a commercial will be persuasive is whether the communication ________. A) stresses a unique attribute or benefit of the product B) employs a sexual symbol or suggestion C) provides specific price information D) features a credible spokespersonAThe ________ route to persuasion is taken when the receiver is not really motivated to think about the arguments made in a communication message. A) central B) peripheral C) dual D) subconsciousBA politician attempts to gain support for her campaign for mayor by releasing a poll showing that almost 70 percent of the city's voters support her position on property taxes. What basic psychological principle is the politician using to persuade voters that she should be the next mayor? A) consistency B) authority C) consensus D) likingCRick Tuan has a unique problem. He must persuade a good friend to stop smoking. He knows that if he just says "Quit," his message will be rejected. Instead, Rick chooses to offer a ________ message in which he presents the positives and negatives of quitting smoking. He feels sure that this approach will have a greater likelihood of success with his friend. A) supportive B) low-involvement C) two-sided D) refutationalCA company wants to persuade a customer to buy its products. If the consumer is characterized as having a high degree of involvement with products that are sold by the company, what route to persuasion will the company most likely take? A) a parallel route B) a peripheral route C) a circular route D) a central routeDThe first stage in the cognitive decision-making process is ________. A) information search B) evaluation of alternatives C) problem recognition D) product choiceCJeff is tired of the numerous breakdowns and peeling paint on his old car. When Jeff begins to think actively about his car in this way, which of the following cognitive decision-making process steps is Jeff going through? A) information search B) evaluation of alternatives C) problem recognition D) product choiceCIf a consumer's ideal state is very near or identical to his or her actual state, which of the following best describes the type of problem recognition the consumer would most likely have? A) opportunity recognition B) need recognition C) search recognition D) no problem recognizedDA consumer who moves his or her ideal state upward is experiencing ________ recognition. A) opportunity B) search C) habitual D) needA________ is the process by which the consumer surveys his or her environment for appropriate data to make a reasonable decision. A) Problem recognition B) Evaluation of alternatives C) Information search D) Product choiceCSource ________ refers to the message source's perceived social value. A) valence B) attractiveness C) class D) hierarchyBPhysically attractive people are perceived as smarter, cooler, and happier than average people. These perceptions are a result of a ________. A) halo effect B) principle of cognitive dissonance C) balance theory D) self-perception theoryAA ________ rule means that a product with a low standing on one attribute cannot make up for this position by being better on another attribute. A) noncompensatory decision B) lexicographic C) compensatory decision D) conjunctiveAChen Lo used a decision rule that says, "only buy well-known brand names" when selecting a set of golf clubs. He did not look at price, the store, or even discounts when purchasing clubs. Chen Lo's purchasing pattern is an example of a consumer using a ________ rule. A) habitual decision B) compensatory C) noncompensatory D) conjunctiveCWhen the ________ rule of decision-making is used, the brand that is the best on the most important attribute is the one selected. A) elimination-by-aspects B) conjunctive C) compensatory decision D) lexicographicDWhen using the ________ rule of decision-making, a consumer evaluates brands on the most important attribute, but specific cutoffs are imposed. A) lexicographic B) elimination-by-aspects C) conjunctive D) compensatoryCA mental or problem-solving shortcut to make a purchase decision is called a(n) ________. A) determinant B) detail rule C) heuristic D) experience ruleCUnder ________, utility is defined in terms of gains and losses. A) prospect theory B) heuristics C) hyperopia D) Zipf's lawAPeople often make decisions on the basis of mental accounting. One facet of this accounting is making a decision based on the way a problem was posed. This is called ________. A) framing B) the sum-cost fallacy C) loss aversion D) positioningAWhen Brandon decided he needed a new car, he immediately called his old college roommate who owns a BMW dealership to ask questions about options and financing. Brandon was searching for information from:external sourceConsumers are asked to buy the new electric car. They hesitate, so the car marketer offers a five-year unconditional warranty. Which type of perceived risk does this illustrate?Performance riskOf the following products, which one would typically carry high psychological risk for the average consumer? A) a lawn mower B) a kitchen blender C) an expensive mink coat D) a family vacation to a theme parkDWhich of the following is considered a postpurchase process? A) the shopping experience B) mood C) consumer satisfaction D) shopping orientationCLes just bought a megaphone of root beer. As he drinks from the giant cup, he eventually becomes full. One of his friend's comments, "If you don't stop drinking that stuff, you will get sick." Les replies, "Hey, I bought it and I am not going to waste one drop of it." Les's behavior could best be described by which of the following mental biases? A) loss aversion B) hyperopia C) risk positioning D) the sunk-cost fallacyDAttitude Inoculationthe process of making people immune to attempts to change their attitudes by initially exposing them to small doses of the arguments against their position.Lexicographic Decision RuleThe consumer ranks the attributes according to importance and then selects the brand that is superior on the most important attribute.Elimination-by-aspect Decision RuleConsumer sets a minimum standard for each attribute and if a brand fails to pass any standard, it is dropped from consideration.Conjunctive Decision RuleConsumer sets a minimum acceptable standard as the cutoff point for each attribute-any brand that exceeds the cutoff point is accepted.Spillover effectsUnexpected changes in the marketing mix of one product in a retail setting can influence demand for other, unrelated, itemsContagion EffectsSpread of market changes from one regional market to others because of economic booms or crises.Retail environmentAtmospherics is the sum of all the physical features of a retail environment. Influences consumer judgments of the quality and image of a store. Referred as a servicescape when describing a service business such as a hotel, hospital, bank.Anchoringusing irrelevant information as a reference for evaluating some unknown value or info. Rely too heavily on the first piece of info offered when making decisions.Sunk Costs:cost that has already been incurred and cannot be recovered. Ex. When a manufacturer is making gloves and cant decide if they should price it as $20 or $25, the factory lease and machinery are both sunk costs and not apart of the decision making process.