Consumer Behavior, 10e (Solomon)

Chapter 7 Attitudes and Persuasion

1) A(n) ________ is a lasting, general evaluation of people (including oneself), objects,

advertisements, or issues.
A) principle
B) belief
C) theory
D) attitude
Answer: D
Diff: 1
Learning Outcome: Discuss the techniques marketers use to change consumers' attitudes.
Skill: Concept
Objective: 7-1

2) The functional theory of attitudes was initially developed to explain how ________.
A) people identify with products
B) attitudes facilitate social behavior
C) attitudes are learned from family and friends
D) attitudes change over an individual's lifetime
Answer: B
Diff: 1
Learning Outcome: Discuss the techniques marketers use to change consumers' attitudes.
Skill: Concept
Objective: 7-1
AACSB: Communication abilities

3) 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
Answer: A
Diff: 1
Learning Outcome: Discuss the techniques marketers use to change consumers' attitudes.
Skill: Concept
Objective: 7-1
AACSB: Communication abilities
4) 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
Answer: B
Diff: 2
Learning Outcome: Discuss the techniques marketers use to change consumers' attitudes.
Skill: Concept
Objective: 7-1

5) 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
Answer: B
Diff: 2
Learning Outcome: Discuss the techniques marketers use to change consumers' attitudes.
Skill: Concept
Objective: 7-2

6) 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
Answer: D
Diff: 1
Learning Outcome: Discuss the techniques marketers use to change consumers' attitudes.
Skill: Concept
Objective: 7-2

7) What is the first step in the standard learning theory hierarchy approach?
A) affect
B) intentions
C) cognition
D) behavior
Answer: C
Diff: 2
Learning Outcome: Discuss the techniques marketers use to change consumers' attitudes.
Skill: Concept
Objective: 7-2
AACSB: Communication abilities

8) The ________ hierarchy assumes the consumer does not initially have a strong preference for
one brand over another. Instead, he acts on the basis of limited knowledge and then forms an
evaluation only after the product has been purchased or used.
A) experiential
B) habitual
C) low-involvement
D) standard learning
Answer: C
Diff: 1
Learning Outcome: Discuss the techniques marketers use to change consumers' attitudes.
Skill: Concept
Objective: 7-2
AACSB: Communication abilities

9) According to the ________ hierarchy, the consumer considers purchases based on an attitude
of hedonic consumption (such as how the product makes him or her feel or the fun its use will
provide).
A) experiential
B) habitual
C) low-involvement
D) standard learning
Answer: A
Diff: 2
Learning Outcome: Discuss the techniques marketers use to change consumers' attitudes.
Skill: Concept
Objective: 7-2
AACSB: Communication abilities

10) Researchers agree that there are various levels of commitment to an attitude. The highest
level of involvement is ________.
A) internalization
B) identification
C) compliance
D) actualization
Answer: A
Diff: 1
Learning Outcome: Discuss the techniques marketers use to change consumers' attitudes.
Skill: Concept
Objective: 7-3
11) 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
Answer: B
Diff: 2
Learning Outcome: Discuss the techniques marketers use to change consumers' attitudes.
Skill: Concept
Objective: 7-4

12) Which theory of attitudes states that people are motivated to take action to resolve
inconsistencies between attitudes and behaviors?
A) the theory of cognitive dissonance
B) self-perception theory
C) social judgment theory
D) balance theory
Answer: A
Diff: 1
Learning Outcome: Discuss the techniques marketers use to change consumers' attitudes.
Skill: Concept
Objective: 7-4

13) Which theory of attitudes assumes that people use observations of their own behavior to
determine what their attitudes are?
A) the theory of cognitive dissonance
B) balance theory
C) social judgment theory
D) self-perception theory
Answer: D
Diff: 1
Learning Outcome: Discuss the techniques marketers use to change consumers' attitudes.
Skill: Concept
Objective: 7-4
14) 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) the theory of cognitive dissonance
B) multiattribute theory
C) social judgment theory
D) self-perception theory
Answer: C
Diff: 1
Learning Outcome: Discuss the techniques marketers use to change consumers' attitudes.
Skill: Concept
Objective: 7-4
AACSB: Communication abilities

15) The balance theory perspective involves relations among three elements (a triad). Which of
the following is one of the elements of the triad?
A) a person and his or her perceptions
B) the marketer and its strategy of image building
C) a person's beliefs
D) subconscious motives
Answer: A
Diff: 2
Learning Outcome: Discuss the techniques marketers use to change consumers' attitudes.
Skill: Concept
Objective: 7-4

16) 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
Answer: D
Diff: 2
Learning Outcome: Discuss the techniques marketers use to change consumers' attitudes.
Skill: Concept
Objective: 7-5
17) According to the Fishbein model, one of the components of attitude is the ________ people
have about an Ao.
A) salient beliefs
B) subconscious beliefs
C) latitude of acceptance
D) latitude of rejection
Answer: A
Diff: 2
Learning Outcome: Discuss the techniques marketers use to change consumers' attitudes.
Skill: Concept
Objective: 7-5

18) 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
Answer: B
Diff: 1
Learning Outcome: Discuss the techniques marketers use to change consumers' attitudes.
Skill: Concept
Objective: 7-5

19) Which of the following theoretical models measures attitude toward the act of buying (Aact),
rather than the attitude toward only the product itself?
A) the theory of cognitive dissonance
B) the theory of reasoned action
C) the balance theory
D) the theory of trying
Answer: B
Diff: 2
Learning Outcome: Discuss the techniques marketers use to change consumers' attitudes.
Skill: Concept
Objective: 7-5
20) Despite improvements to the Fishbein model, all of the following are considered to be
obstacles to predicting behavior using this model EXCEPT which one?
A) The model has relatively weak theorems about attitudes.
B) The model deals with actual behavior, not with the outcomes of behavior.
C) Some outcomes are beyond the consumer's control.
D) Measures of attitude often do not really correspond to the behavior they are supposed to
predict.
Answer: A
Diff: 3
Learning Outcome: Discuss the techniques marketers use to change consumers' attitudes.
Skill: Concept
Objective: 7-5

21) An active attempt to change attitudes is called ________.

A) behavior modification
B) persuasion
C) communication
D) cognition
Answer: B
Diff: 1
Learning Outcome: Discuss the techniques marketers use to change consumers' attitudes.
Skill: Concept
Objective: 7-5
AACSB: Communication abilities

22) In the communications model, the element in which the message originates is the ________.
A) medium
B) source
C) message
D) consumer
Answer: B
Diff: 2
Learning Outcome: Discuss the techniques marketers use to change consumers' attitudes.
Skill: Concept
Objective: 7-6
AACSB: Communication abilities
23) What form of marketing is based on the premise that a marketer will be much more
successful when he communicates with consumers who have already agreed to listen to him?
A) segmented marketing
B) behavioral targeting
C) e-commerce marketing
D) permission marketing
Answer: D
Diff: 1
Learning Outcome: Discuss the techniques marketers use to change consumers' attitudes.
Skill: Concept
Objective: 7-6
AACSB: Communication abilities

24) M-commerce takes place primarily through what medium?

A) wireless devices such as cell phones
B) billboards
C) radio satellite
D) TV
Answer: A
Diff: 1
Learning Outcome: Discuss the techniques marketers use to change consumers' attitudes.
Skill: Concept
Objective: 7-7
AACSB: Use of information technology

25) The source of a message has an impact on whether the message will be accepted or not. Two
particularly important source characteristics are ________.
A) culture and ethnicity
B) credibility and attractiveness
C) credibility and recency
D) attractiveness and recency
Answer: B
Diff: 2
Learning Outcome: Discuss the techniques marketers use to change consumers' attitudes.
Skill: Concept
Objective: 7-8
AACSB: Communication abilities
26) What does the sleeper effect suggest about source credibility?
A) If a receiver is not paying attention, a message cannot be effective.
B) Many people can learn the important parts of a message even when asleep.
C) The effectiveness of a message will increase over time.
D) The effectiveness of positive sources over negative sources can be erased over time.
Answer: D
Diff: 2
Learning Outcome: Discuss the techniques marketers use to change consumers' attitudes.
Skill: Concept
Objective: 7-8
AACSB: Communication abilities

27) Source ________ refers to the message source's perceived social value.
A) valence
B) attractiveness
C) class
D) hierarchy
Answer: B
Diff: 1
Learning Outcome: Discuss the techniques marketers use to change consumers' attitudes.
Skill: Concept
Objective: 7-8
AACSB: Communication abilities

28) Physically 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 theory
Answer: A
Diff: 2
Learning Outcome: Discuss the techniques marketers use to change consumers' attitudes.
Skill: Concept
Objective: 7-8
AACSB: Communication abilities
29) According 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 price information
D) features a credible spokesperson
Answer: A
Diff: 2
Learning Outcome: Discuss the techniques marketers use to change consumers' attitudes.
Skill: Concept
Objective: 7-9
AACSB: Communication abilities

30) Elements in television commercials have positive and negative effects. Which of the
following characteristics is most likely to have positive effects?
A) extensive information about components, ingredients, or nutrition
B) an outdoor setting with the message as part of the setting
C) a large number of on-screen characters
D) demonstration of product in use
Answer: D
Diff: 3
Learning Outcome: Discuss the techniques marketers use to change consumers' attitudes.
Skill: Concept
Objective: 7-9
AACSB: Communication abilities

31) The fine line between familiarity and boredom has been explained by the ________, which
proposes that two separate psychological processes are operating when a person is repeatedly
exposed to an ad.
A) balance theory
B) repetition theory
C) halo theory
D) two-factor theory
Answer: D
Diff: 1
Learning Outcome: Discuss the techniques marketers use to change consumers' attitudes.
Skill: Concept
Objective: 7-9
AACSB: Communication abilities
32) According to the two-factor theory, the net effect of being exposed repeatedly to the same
message is a combination of ________.
A) argument and counter-argument
B) learning and tedium
C) compliance and non-compliance
D) affect and cognition
Answer: B
Diff: 2
Learning Outcome: Discuss the techniques marketers use to change consumers' attitudes.
Skill: Concept
Objective: 7-9
AACSB: Communication abilities

33) Most messages merely present one or more positive attributes about a product or reasons to
buy it. Which of the following best describes this approach to communicating a message?
A) supportive arguments
B) countervailing arguments
C) refutational arguments
D) direct arguments
Answer: A
Diff: 2
Learning Outcome: Discuss the techniques marketers use to change consumers' attitudes.
Skill: Concept
Objective: 7-9
AACSB: Communication abilities

34) ________ refers to a strategy in which a message compares two or more specifically named
or recognizably presented brands and evaluates them in terms of one or more specific attributes.
A) Cognitive differentiation
B) Emotional appeal
C) Comparative advertising
D) Conclusion advertising
Answer: C
Diff: 1
Learning Outcome: Discuss the techniques marketers use to change consumers' attitudes.
Skill: Concept
Objective: 7-9
AACSB: Communication abilities
35) The ________ 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) subconscious
Answer: B
Diff: 2
Learning Outcome: Discuss the techniques marketers use to change consumers' attitudes.
Skill: Concept
Objective: 7-10
AACSB: Communication abilities

36) 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 with Kanisha's purchase decision?
A) utilitarian function
B) elaboration function
C) ego-defensive function
D) knowledge function
Answer: C
Diff: 3
Learning Outcome: Discuss the techniques marketers use to change consumers' attitudes.
Skill: Application
Objective: 7-1
AACSB: Analytic skills

37) Simi Ghandi is never quite sure which brand of gum to buy. She tries some, likes some, and
rejects some. However, through a process of behavioral learning she does remember those
brands that taste good and make her mouth feel fresh. The problem is that she cannot often
remember the brands that are not so good and often repeats purchasing mistakes. "Oh well," says
Simi, "gum buying is not that big of a deal anyway." Which of the following hierarchies would
most appropriately describe Simi's situation?
A) standard learning hierarchy
B) experiential hierarchy
C) low-involvement hierarchy
D) habit hierarchy
Answer: C
Diff: 2
Learning Outcome: Discuss the techniques marketers use to change consumers' attitudes.
Skill: Application
Objective: 7-2
AACSB: Analytic skills

38) Roger was really angry when Coca-Cola attempted to switch from its older formula to New
Coke. He wrote letters to Coca-Cola, talked to friends, called the local bottler, attempted to hoard
"old Coke," and complained to the local grocery store manager. In this example, which of the
following kinds of degree of commitment would be most closely associated with Roger and his
attitudes?
A) compliance
B) identification
C) information acquisition
D) internalization
Answer: D
Diff: 2
Learning Outcome: Discuss the techniques marketers use to change consumers' attitudes.
Skill: Application
Objective: 7-3
AACSB: Analytic skills

39) A 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) liking
Answer: C
Diff: 3
Learning Outcome: Discuss the techniques marketers use to change consumers' attitudes.
Skill: Application
Objective: 7-5
AACSB: Analytic skills

40) The World Gold Council recently launched the "Lost Ring Hunt" with a billboard in Times
Square announcing that a woman lost her gold wedding band. Viewers of the ad are encouraged
to follow Twitter to discover clues that will help them find the lost ring. The first person to
identify the location of the ring will win a cash prize and a trip to New York City. The "Lost
Ring Hunt" is an example of a(n) ________.
A) virtual world
B) widget
C) alternate reality game
D) broadcast medium
Answer: C
Diff: 2
Learning Outcome: Discuss the techniques marketers use to change consumers' attitudes.
Skill: Application
Objective: 7-7
AACSB: Analytic skills

41) The Berry and Dale advertising agency has proposed a new campaign for Bayer Aspirin to
overcome the public's tendency to "tune out" Bayer commercials. The proposed technique will
be to create ten different 15-second spots that all demonstrate reasons for using Bayer Aspirin.
Which of the following theories of message communication is the agency trying to account for in
its proposal for Bayer Aspirin?
A) the trait-factor theory
B) the balanced communication theory
C) the two-factor theory
D) the theory of reasoned action
Answer: C
Diff: 2
Learning Outcome: Discuss the techniques marketers use to change consumers' attitudes.
Skill: Application
Objective: 7-9
AACSB: Analytic skills

42) Rick 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) refutational
Answer: C
Diff: 2
Learning Outcome: Discuss the techniques marketers use to change consumers' attitudes.
Skill: Application
Objective: 7-9
AACSB: Analytic skills

43) Elizabeth created a print ad in which the coach of a football team was shown standing out in
the middle of a hay field. The text read, "UNR's Coach Roberts . . . outstanding in his field."
Elizabeth was using a literary device called ________.
A) metaphor
B) simile
C) allegory
D) resonance
Answer: D
Diff: 2
Learning Outcome: Discuss the techniques marketers use to change consumers' attitudes.
Skill: Application
Objective: 7-9
AACSB: Analytic skills
44) 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
Answer: B
Diff: 3
Learning Outcome: Discuss the techniques marketers use to change consumers' attitudes.
Skill: Critical Thinking
Objective: 7-5
AACSB: Reflective thinking skills

45) A marketing study found that respondents believed that a dark-haired model would be more
effective in selling gold jewelry than a blond-haired model would be if the dark-haired model
was not perceived to be ethnic. What two ideas of using celebrities as communication sources are
most likely to be at work here?
A) Celebrities should be attractive, but not too attractive.
B) The celebrity's image should match that of the product, and blond-haired models are too
common for the exclusive image of gold.
C) The celebrity's image should match that of the product and should embody cultural meaning.
D) The celebrity's image should embody cultural meanings that contrast with the product's
cultural stereotypic image.
Answer: C
Diff: 3
Learning Outcome: Discuss the techniques marketers use to change consumers' attitudes.
Skill: Critical Thinking
Objective: 7-8
AACSB: Reflective thinking skills

46) Which of the following best describes the findings of research on using two-sided messages
to communicate with consumers?
A) Two-sided messages are widely used and are very effective in reaching target audiences.
B) Two-sided messages are cost-prohibitive.
C) Two-sided messages can be quite effective, yet marketers rarely use them.
D) Two-sided messages are no different from one-sided messages and are used about equally by
marketers and their advertising agencies.
Answer: C
Diff: 3
Learning Outcome: Discuss the techniques marketers use to change consumers' attitudes.
Skill: Application
Objective: 7-9
AACSB: Reflective thinking skills
47) Do sex-related ads work? Which of the following best answers this question?
A) Overall, the use of a strong sexual appeal is not very well received.
B) They outperform all other appeal formats.
C) They are most effective when they attempt to "trick" the consumer into paying attention.
D) There is no data to answer the question.
Answer: A
Diff: 3
Learning Outcome: Discuss the techniques marketers use to change consumers' attitudes.
Skill: Critical Thinking
Objective: 7-9
AACSB: Reflective thinking skills

48) Do fear appeal ads work? Which of the following best answers this question?
A) They work well if the threat is very weak.
B) They work if the threat is moderate and when a solution to the problem or difficulty is
presented.
C) They work if the threat is high and vividly elaborated.
D) There is no data to answer the question.
Answer: B
Diff: 3
Learning Outcome: Discuss the techniques marketers use to change consumers' attitudes.
Skill: Critical Thinking
Objective: 7-9
AACSB: Reflective thinking skills

49) Public hearings are being held to discuss whether a new nuclear power plant should be built.
An expert on nuclear plants testifies that modern safeguards make the plant secure from
dangerous accidents. A local woman speaks and states that she knows nothing about nuclear
power, but the idea of having a plant nearby frightens her and her children. Which of the two
parties has the most immediate ability to change attitudes of the audience? Considering the
sleeper effect, what will likely happen over time?
A) The expert will have the most ability to change attitudes and his influence will be maintained
even weeks later.
B) The expert will have the most ability to change attitudes, but his influence will decrease over
time as the woman's argument gains force.
C) Because the local woman is most like the other people in the meeting, her opinion will have
the most immediate influence, but over time the expert's opinion will gain force.
D) The woman's opinion will be more likely to influence the audience initially, and her influence
will extend into the future.
Answer: B
Diff: 3
Learning Outcome: Discuss the techniques marketers use to change consumers' attitudes.
Skill: Synthesis
Objective: 7-8
AACSB: Reflective thinking skills
50) A 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 route
Answer: D
Diff: 2
Learning Outcome: Discuss the techniques marketers use to change consumers' attitudes.
Skill: Synthesis
Objective: 7-10
AACSB: Reflective thinking skills

51) According to the definition given in the text, the object of an attitude (Ao) can be an object,
but not a person.
Answer: FALSE
Diff: 2
Learning Outcome: Discuss the techniques marketers use to change consumers' attitudes.
Skill: Concept
Objective: 7-1

52) According to the functional theory of attitudes, attitudes exist because they are hereditary.
Answer: FALSE
Diff: 1
Learning Outcome: Discuss the techniques marketers use to change consumers' attitudes.
Skill: Concept
Objective: 7-1

53) In the standard learning hierarchy model, attitude is based on behavioral learning processes.
Answer: FALSE
Diff: 3
Learning Outcome: Discuss the techniques marketers use to change consumers' attitudes.
Skill: Concept
Objective: 7-2

54) Considering the effects of cognitive dissonance, supplying customers with additional
reinforcement after a purchase can be a good marketing strategy.
Answer: TRUE
Diff: 3
Learning Outcome: Discuss the techniques marketers use to change consumers' attitudes.
Skill: Concept
Objective: 7-4
AACSB: Communication abilities
55) Latitudes of acceptance and rejection are important aspects of social judgment theory.
Answer: TRUE
Diff: 2
Learning Outcome: Discuss the techniques marketers use to change consumers' attitudes.
Skill: Concept
Objective: 7-4

56) Balance theory reminds us that consistency is necessary to make any consumer decision.
Answer: FALSE
Diff: 2
Learning Outcome: Discuss the techniques marketers use to change consumers' attitudes.
Skill: Concept
Objective: 7-4

57) According to the Fishbein model, salient beliefs are those beliefs about an object that are
considered during evaluation.
Answer: TRUE
Diff: 2
Learning Outcome: Discuss the techniques marketers use to change consumers' attitudes.
Skill: Concept
Objective: 7-5

58) The psychological principle of reciprocity is at work when we take into account what others
do before we decide what to do.
Answer: FALSE
Diff: 2
Learning Outcome: Discuss the techniques marketers use to change consumers' attitudes.
Skill: Concept
Objective: 7-5
AACSB: Communication abilities

59) The communications model requires a source and a message, but receivers of the message
are not part of the model.
Answer: FALSE
Diff: 2
Learning Outcome: Discuss the techniques marketers use to change consumers' attitudes.
Skill: Concept
Objective: 7-6
AACSB: Communication abilities
60) The traditional communication model that regards a broadcast message as perishable doesn't
work as well with narrowcasting as it does with broadcasting.
Answer: TRUE
Diff: 3
Learning Outcome: Discuss the techniques marketers use to change consumers' attitudes.
Skill: Concept
Objective: 7-6
AACSB: Communication abilities

61) In general, when the source of a message is perceived as attractive, the message will be more
effectively communicated.
Answer: TRUE
Diff: 1
Learning Outcome: Discuss the techniques marketers use to change consumers' attitudes.
Skill: Concept
Objective: 7-8
AACSB: Communication abilities

62) The elaboration likelihood model assumes that under conditions of high-involvement
processing, the consumer normally takes what is called the peripheral route to persuasion.
Answer: FALSE
Diff: 2
Learning Outcome: Discuss the techniques marketers use to change consumers' attitudes.
Skill: Concept
Objective: 7-10
AACSB: Communication abilities

63) Jason believes that dressing formally (e.g., a coat and tie) marks him as a man who is
"dressed for success"; therefore Jason dresses formally even in class or for casual occasions.
Jason is basing this decision on the cognition part of the ABC model of attitudes.
Answer: TRUE
Diff: 2
Learning Outcome: Discuss the techniques marketers use to change consumers' attitudes.
Skill: Application
Objective: 7-2
AACSB: Analytic skills

64) Andy Wilcox was running for mayor. His campaign manager asked people to put a small
pro-Wilcox sign in their yards. Later the manager called the same people and asked if a larger
sign could be placed in their yards. He was rarely turned down. This is an example of the foot-in-
the-door technique.
Answer: TRUE
Diff: 2
Learning Outcome: Discuss the techniques marketers use to change consumers' attitudes.
Skill: Application
Objective: 7-4
AACSB: Analytic skills
65) The Smith Company uses after-sale interviews with its customers to examine how well the
customers were served by the sales force and service staff of the company. When the Smith
Company follows this procedure, the company is attempting to use feedback as a means to
improve communications.
Answer: TRUE
Diff: 2
Learning Outcome: Discuss the techniques marketers use to change consumers' attitudes.
Skill: Application
Objective: 7-6
AACSB: Communication abilities

66) Tyler told a local reporter about an upcoming astrological event, and the reporter printed the
information in the newspaper the next day. A local college professor who specialized in
astrophysics said the newspaper story had numerous inaccuracies and was "penned by an
amateur." In this case Tyler and the reporter created a situation in which reporting bias has
occurred.
Answer: FALSE
Diff: 3
Learning Outcome: Discuss the techniques marketers use to change consumers' attitudes.
Skill: Application
Objective: 7-8
AACSB: Analytic skills

67) Roxanne is one of Canada's top female models. Because of her beauty, most of her admirers
also assume that she is intelligent, wealthy, and happy with her life. This is an example of what
is called the social adaptation perspective.
Answer: FALSE
Diff: 2
Learning Outcome: Discuss the techniques marketers use to change consumers' attitudes.
Skill: Application
Objective: 7-8
AACSB: Analytic skills

68) Justin is in charge of promoting a product that most of his customers perceive as a low-
involvement product. He created a TV ad and aired it over and over. His colleague Beth
questioned his strategy, saying that the repetition would create a negative reaction to the product.
According to the mere exposure phenomenon, Beth is likely to be proven wrong.
Answer: TRUE
Diff: 2
Learning Outcome: Discuss the techniques marketers use to change consumers' attitudes.
Skill: Application
Objective: 7-9
AACSB: Analytic skills
69) Double-Dip makes ice cream. The only advantage Double-Dip has over its competitors is
taste. Double-dip costs more and has more calories per unit weight. Promotions for Double-Dip
should emphasize the experiential hierarchy of the ABC model of attitudes.
Answer: TRUE
Diff: 3
Learning Outcome: Discuss the techniques marketers use to change consumers' attitudes.
Skill: Critical Thinking
Objective: 7-2
AACSB: Reflective thinking skills

70) Humorous ads get attention, but many times the humor distracts from the promotional
message.
Answer: TRUE
Diff: 2
Learning Outcome: Discuss the techniques marketers use to change consumers' attitudes.
Skill: Critical Thinking
Objective: 7-9
AACSB: Reflective thinking skills

71) The two-factor theory suggests that there is no limit to the optimal number of repetitions for
a message.
Answer: FALSE
Diff: 2
Learning Outcome: Discuss the techniques marketers use to change consumers' attitudes.
Skill: Critical Thinking
Objective: 7-9
AACSB: Reflective thinking skills

72) According to the elaboration likelihood model, marketers of a low-involvement product must
first change attitudes before customers are likely to purchase their product.
Answer: FALSE
Diff: 3
Learning Outcome: Discuss the techniques marketers use to change consumers' attitudes.
Skill: Critical Thinking
Objective: 7-10
AACSB: Reflective thinking skills

73) A cola drink is preferred by a segment of cola drinkers, but the same segment almost always
picks another cola brand in blind taste tests. The attitude formation for this product reflects the
value-expressive function more than the utilitarian function.
Answer: TRUE
Diff: 3
Learning Outcome: Discuss the techniques marketers use to change consumers' attitudes.
Skill: Synthesis
Objective: 7-1
AACSB: Reflective thinking skills

74) Gasoline is the only commonly purchased product that is priced down to a fraction of a cent.
This is so because gasoline is selected for purchase following a low-involvement hierarchy,
which makes point-of-purchase factors more important.
Answer: TRUE
Diff: 3
Learning Outcome: Discuss the techniques marketers use to change consumers' attitudes.
Skill: Synthesis
Objective: 7-2
AACSB: Reflective thinking skills

75) It is impossible for a person to hold two contradictory attitudes toward the same object.
Answer: FALSE
Diff: 2
Learning Outcome: Discuss the techniques marketers use to change consumers' attitudes.
Skill: Synthesis
Objective: 7-4
AACSB: Reflective thinking skills

76) Describe the functional theory of attitudes and its components (functions).
Answer: Daniel Katz originally developed his functional theory to explain how attitudes
facilitate social behavior. Attitudes exist because they serve some function for the individual;
that is, they are determined by a person's motives. The following are key functions identified by
Katz:
∙ Utilitarian function—this is related to the basic principle of reward and punishment. We
develop some attitudes toward products simply on the basis of whether they provide us with
pleasure or pain. Ads stressing straightforward product benefits appeal to this function.
∙ Value-expressive function—attitudes that perform a value-expressive function are central to
the person's self-concept or central values. Ads that stress how using a product makes a statement
about him or her as a person appeal to this function.
∙ Ego-defensive function—the function of this attitude is to protect a person from real or
imagined, internal or external, threats to perceived security. Ads that stress how product usage
avoids the threat (often only implicitly) appeal to this function.
∙ Knowledge function—attitudes are formed to address the individual's need for order,
structure, meaning, and control over one's environment. Ads that stress the power of product
information, especially when a person is in an ambiguous situation or is confronted with a new
product, appeal to this function.
Diff: 2
Learning Outcome: Discuss the techniques marketers use to change consumers' attitudes.
Skill: Concept
Objective: 7-1
77) Most researchers agree that an attitude has three components. List and briefly describe those
three components.
Answer:
a. Affect refers to the way a consumer feels about an attitude object.
b. Behavior involves the person's intentions to do something with regard to an attitude object
(however, an intention does not always result in an actual behavior).
c. Cognition refers to the beliefs a consumer has about an attitude object.
Diff: 2
Learning Outcome: Explain the relevance of the major theories of personality to consumer
behavior.
Skill: Concept
Objective: 7-2

78) Attitude researchers have developed the concept of a hierarchy of effects to explain ways to
study attitudes and their formation. List and briefly describe each of the three hierarchies that
were presented in the chapter. Be explicit with your description.
Answer: The three hierarchies are: a) the standard learning hierarchy, b) the low-involvement
hierarchy, and c) the experiential hierarchy.
a. The standard learning hierarchy—in this form, a consumer approaches a product decision as
a problem-solving process. The sequence of events is beliefs, to affect (feeling), to behavior, to
an attitude (the attitude is based on cognitive information processing). The standard learning
hierarchy assumes that a consumer is highly involved in making a purchase decision. The person
is motivated to seek out a lot of information, carefully weigh alternatives, and come to a
thoughtful decision.
b. The low-involvement hierarchy—in this form, the consumer does not initially have a strong
preference for one brand over another, but instead acts on the basis of limited knowledge and
then forms an evaluation only after the product has been purchased or used. The attitude is likely
to come about through behavioral learning; the consumer's choice is reinforced by good or bad
experiences with the product after purchase. The sequence is beliefs, to behavior, to affect, to
attitude (based on behavioral learning processes).
c. The experiential hierarchy—this perspective highlights the idea that attitudes can be strongly
influenced by intangible product attributes (such as packaging). The sequence is affect (feelings),
to behavior, to beliefs, to attitude (based on hedonic consumption).
Diff: 3
Learning Outcome: Discuss the techniques marketers use to change consumers' attitudes.
Skill: Concept
Objective: 7-2
79) Why have multiattribute attitude models become so popular among marketing researchers?
What three elements are specified in such models?
Answer: A simple response from a consumer does not always give enough information about
why the consumer feels a certain way about a product or about what marketers can do to change
the consumer's attitude. The models assume that a consumer's attitude or evaluation of an attitude
object will depend upon the beliefs he or she has about several attributes of the object. The use of
a multiattribute model implies that an attitude toward a product or brand can be predicted by
identifying these specific beliefs and combining them in an appropriate manner to derive a better
measure of the consumer's overall attitude.

Basic multiattribute attitude models specify three elements:

∙ Attributes are characteristics of the attitude object.
∙ Beliefs are cognitions about the specific attitude object. A belief measure assesses the extent
to which the consumer perceives that a brand has a particular attribute.
∙ Importance weights reflect the relative priority of an attribute to the consumer. Some
attributes are more important than others to the consumer. These weights are likely to differ
across consumers.
Diff: 3
Learning Outcome: Discuss the techniques marketers use to change consumers' attitudes.
Skill: Application
Objective: 7-5
AACSB: Analytic skills

80) What are the six major psychological principles that can influence people to change their
minds or comply with a request? Be specific in your answer.
Answer: The six principles are:
∙ Reciprocity: We are more likely to give if first we receive.
∙ Scarcity: Like people, items are more attractive when they aren't available.
∙ Authority: We believe an authoritarian source much more readily than one that is less
authoritative.
∙ Consistency: People try to not contradict themselves in terms of what they say and do about
an issue.
∙ Liking: We agree with those we like or admire.
∙ Consensus: We consider what others do before we decide what to do.
Diff: 3
Learning Outcome: Discuss the techniques marketers use to change consumers' attitudes.
Skill: Concept
Objective: 7-5
AACSB: Communication abilities
81) One of the key characteristics of a source is credibility. What is source credibility and how
can it affect attitude change?
Answer: Source credibility refers to the spokesperson's (or announcer's) perceived expertise,
objectivity, or trustworthiness. A credible source can be particularly persuasive when the
consumer has not yet learned much about a product or formed an opinion about it. Credibility
can be enhanced if the source's qualifications are relevant to the product being endorsed.
Credibility can be weakened if the source is perceived to be biased in presenting information,
either because the source's knowledge is not accurate (knowledge bias) or the source is perceived
to have the requisite knowledge but his or her willingness to convey it has been compromised
(reporting bias); for example, getting money for saying good things about a marketer's product
compromises believability.
Diff: 2
Learning Outcome: Discuss the techniques marketers use to change consumers' attitudes.
Skill: Concept
Objective: 7-8
AACSB: Communication abilities

82) It is generally felt that a hierarchy of effects describes the relative influence of the ABC
model of attitudes. Which hierarchy would be most appropriate for a consumer who is a loyal
Coca-Cola consumer and drinks Coca-Cola for the "pleasure of it"? Cite the hierarchy and
briefly describe its order and function.
Answer: The hierarchy at work here is the experiential hierarchy. This perspective highlights the
idea that attitudes can be strongly influenced by intangible product attributes (such as
packaging). The sequence is affect (feelings), to behavior, to beliefs, to attitude (based on
hedonic consumption). In this model, consumers act on the basis of their emotional reactions.
Diff: 2
Learning Outcome: Discuss the techniques marketers use to change consumers' attitudes.
Skill: Application
Objective: 7-2
AACSB: Analytic skills
83) How strongly or weakly a consumer is committed to a specific attitude relates to the level of
involvement he or she has with the attitude object (Ao). Describe the strength of commitment
involved in each of the following and give an example:
∙ Compliance
∙ Identification
∙ Internalization
Answer: Compliance—at the lowest level of involvement is compliance. An attitude is formed
because it helps in gaining rewards or avoiding punishment from others. This attitude is very
superficial. It is likely to change when the person's behavior is no longer monitored by others or
when another option becomes available. (Example: A person may drink Pepsi because this brand
is sold in the cafeteria; it is too much trouble to go elsewhere for Coca-Cola.)

Identification—a process of identification occurs when attitudes are formed in order to be similar
to another person or group. Advertising that depicts the social consequences of choosing some
products over others is relying on the tendency of consumers to imitate the behavior of desirable
models. (Example: Selection of Budweiser beer gains social acceptance at the nearby pub.)

Internalization—at a high level of involvement, deep-seated attitudes are internalized and

become part of the person's value system. These attitudes are very hard to change. (Example:
Many consumers reacted quite negatively when Coca-Cola attempted to switch the Coke
formula. This allegiance to Coke was obviously more than a minor preference for these people;
the brand had become intertwined with their social identities, taking on patriotic and nostalgic
properties.)
Diff: 2
Learning Outcome: Discuss the techniques marketers use to change consumers' attitudes.
Skill: Critical Thinking
Objective: 7-3
AACSB: Reflective thinking skills
84) Why should marketers be aware of consumers' cognitive consistency and cognitive
dissonance? How can dissonance be reduced? Use the postpurchase behavior of a customer as an
example.
Answer: According to the principle of cognitive consistency, consumers value harmony among
their thoughts, feelings, and behaviors, and they are motivated to maintain uniformity among
these elements. If necessary, consumers will change their thoughts, feelings, or behaviors to
make them consistent with their other experiences.

Cognitive dissonance theory is one of the most influential approaches to attitudes based upon the
consistency principle. The theory focuses on situations in which two cognitive elements are
inconsistent, creating a feeling of discomfort that the consumer is motivated to reduce by making
things fit with one another. Dissonance can be reduced by eliminating, adding, or changing
elements. The pressure to reduce dissonance is more likely to be observed in high-involvement
situations in which the elements are important to the individual.

Evaluations of a product tend to become more positive after the product has been purchased.
Consumers find even more reasons to like something after it becomes theirs. An implication of
this phenomenon is that consumers actively seek support for their purchase decisions; marketers
should supply them with additional reinforcement to build positive brand attitudes.
Diff: 2
Learning Outcome: Discuss the techniques marketers use to change consumers' attitudes.
Skill: Critical Thinking
Objective: 7-4
AACSB: Reflective thinking skills
85) Identify the elements of balance theory. Discuss possible interaction effects between unit
relation and sentiment relation and how they can be applied to marketing strategy.
Answer: The elements of a triad in balance theory are (1) a person and his or her perception of
(2) an attitude object and (3) some other person or object.

These perceptions can be either positive or negative. The theory specifies that people desire
relations among elements in a triad to be harmonious or balanced. If they are not, a state of
tension will result. People will somehow alter these perceptions in order to make them consistent
and to restore balance. Elements can be perceived as belonging together in one of two ways:
∙ Unit relation, in which one element is seen as somehow belonging to or being part of another
element
∙ Sentiment relation, in which two elements are linked because one has expressed a preference
(or dislike) for the third

Applications to marketing strategy could include the following:

∙ Forming a perception of a unit relation between consumers and usage of a product to create
the opportunity for developing new sentiment relations.
∙ Creating a sentiment relation between consumers and products by depicting unit relations
between product and celebrity endorsers.
Diff: 3
Learning Outcome: Discuss the techniques marketers use to change consumers' attitudes.
Skill: Critical Thinking
Objective: 7-4
AACSB: Reflective thinking skills

86) Compare and contrast the uses of the emotional appeals of sex, humor, and fear in
advertising. What are the strengths and weaknesses of each?
Answer:
a. Sex appeals—although the use of sex does appear to draw attention to an ad, its use may be
counterproductive to the marketer. A provocative picture can be too effective, attracting so much
attention that it hinders processing and recall of the ad's content. Female nudity in print ads
generates negative feelings and tension among female consumers, while men's reactions are
more positive. Sexual appeals appear to be ineffective when used merely as a "trick" to grab
attention. They do, however, appear to work when the product itself is sexually related, e.g.,
perfume, a product intended to enhance interpersonal attraction.
b. Humorous appeals—they are often effective for improving recognition, but tricky. Humor is
very subjective, culture-bound, and may interfere with the processing of product attributes.
Subtle humor usually is better integrated with product information.
c. Fear appeals—these are effective up to a point and are related to perceived performance risk
for a product or service.
Diff: 3
Learning Outcome: Discuss the techniques marketers use to change consumers' attitudes.
Skill: Critical Thinking
Objective: 7-9
AACSB: Reflective thinking skills
87) What is the elaboration-likelihood model of persuasion? Describe and discuss its features.
What are the implications of the ELM for marketing promotions?
Answer: The two major components of the communications model (the source and the message)
have impact on persuading consumers to change their attitudes, but which has more impact
depends upon variations in consumer involvement. The elaboration likelihood model of
persuasion (ELM) assumes that once a consumer receives a message, he or she begins to process
it. Depending upon the personal relevance of this information, very different cognitive processes
will be activated when the message is received; they will determine which aspects of a
communication are processed. One of two routes to persuasion will be followed:
∙ Under conditions of high involvement, the consumer takes the central route to persuasion.
Promotions should be patterned on rational paradigms (i.e., providing reasons why the consumer
should buy the product, product attributes, etc.).
∙ Under conditions of low involvement, a peripheral route is taken instead. Promotions should
be patterned on emotional or non-attribute cues (e.g., source attractiveness).
Diff: 3
Learning Outcome: Discuss the techniques marketers use to change consumers' attitudes.
Skill: Critical Thinking
Objective: 7-10
AACSB: Reflective thinking skills

88) Retail stores put a number of items in the aisles leading to the checkout station. These are
placed there to remind customers of things they may have overlooked, or to show products that
customers may not have thought of buying until they are seen. Retailers know that some items
are purchased on impulse. In other words, the customer simply sees a product and purchases it.
Create a fourth hierarchy of effects that would combine the three components of the ABC model
when a product is selected on impulse.
Answer: The customer simply buys the product, and then explains to herself later why, and how,
she feels. Consequently, there are two possibilities, both of which begin with behavior.
∙ The first hierarchy could be:
Behavior > Beliefs > Affect
∙ The second hierarchy could be:
Behavior > Affect > Beliefs
Diff: 3
Learning Outcome: Discuss the techniques marketers use to change consumers' attitudes.
Skill: Synthesis
Objective: 7-2
AACSB: Reflective thinking skills
89) Both the Fishbein model and the extended Fishbein model attempt to measure the influence
of attitudes. What was the flaw in the original model and what was added in the extended model
to correct this flaw?
Answer: The original Fishbein model attempted to measure attitudes, but knowing a customer's
attitude does not always allow a useful prediction of his or her actual behavior. To translate
intentions created by attitudes to actual behaviors required the addition of other tangential
attitudes and outside influences. The effect of social pressure on intentions was added, which
was measured by ascertaining relative normative beliefs and the motivation a potential customer
has of complying with that norm. The attitudes toward buying also had to be added, which
included the consequences of purchasing.
Diff: 3
Learning Outcome: Discuss the techniques marketers use to change consumers' attitudes.
Skill: Synthesis
Objective: 7-5
AACSB: Reflective thinking skills

90) An anti-smoking campaign showed autopsies of people who have died of lung cancer. The
campaign seemed to have no effect on the rate that teenagers took up smoking. Why?
Answer: The threat created by the promotion was probably too strong. When promotions create
strong threats, or fear, then the receiver is too busy thinking of reasons why the message doesn't
apply to him or her, and either pays no attention to the offered solution or discounts the threat as
not applying to him or her because things like this do not happen to "people like me."
Diff: 2
Learning Outcome: Discuss the techniques marketers use to change consumers' attitudes.
Skill: Synthesis
Objective: 7-9
AACSB: Reflective thinking skills