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Consumer Behavior, 11e (Schiffman/Kanuk)
Chapter 6 Consumer Attitude Formation and Change

1) In a consumer behavior context, ________ are learned predispositions to behave in a

consistently favorable or unfavorable way with respect to a given object.
A) attitudes
B) beliefs
C) values
D) feelings
E) intentions
Answer: A
Diff: 1
Skill: Concept
Learning Obj: 6.1: To understand what attitudes are, how they are formed, and their role in
consumer behavior.
Learning Outcome: 9: Discuss the techniques marketers use to change consumers' attitudes
AACSB: Reflective thinking

2) John is conducting research on American attitudes toward European car brands, particularly
Volkswagen, Volvo, Mercedes, and BMW. The car brands he is researching are ________.
A) experiences
B) attitudes
C) objects
D) attributions
E) cognitions
Answer: C
Diff: 2
Skill: Application
Learning Obj: 6.1: To understand what attitudes are, how they are formed, and their role in
consumer behavior.
Learning Outcome: 9: Discuss the techniques marketers use to change consumers' attitudes
AACSB: Application of knowledge

3) The shift from no attitude to an attitude is a result of ________.

A) biological pressures
B) environment
C) learning
D) genetic predisposition
E) self defense
Answer: C
Diff: 1
Skill: Concept
Learning Obj: 6.1: To understand what attitudes are, how they are formed, and their role in
consumer behavior.
Learning Outcome: 9: Discuss the techniques marketers use to change consumers' attitudes
AACSB: Reflective thinking

1
Copyright © 2015 Pearson Education, Inc.
4) Attitudes stemming from ________ are more confidently held, more enduring, and more
resistant to competitors' messages than attitudes originating from promotional messages only.
A) print advertisements
B) product usage
C) websites
D) television advertisements
E) endorsers
Answer: B
Diff: 2
Skill: Concept
Learning Obj: 6.1: To understand what attitudes are, how they are formed, and their role in
consumer behavior.
Learning Outcome: 9: Discuss the techniques marketers use to change consumers' attitudes
AACSB: Reflective thinking

5) Which of the following is true of attitudes and their relationship with behavior?
A) Attitudes are permanent, but the behaviors they reflect change over time.
B) Consumers always demonstrate consistency between their attitudes and their behaviors.
C) There is no demonstrable link between attitudes and behavior.
D) When consumers are free to act as they wish, we anticipate that their actions will be
consistent with their attitudes.
E) Attitude change is always followed by behavior change.
Answer: D
Diff: 3
Skill: Application
Learning Obj: 6.1: To understand what attitudes are, how they are formed, and their role in
consumer behavior.
Learning Outcome: 9: Discuss the techniques marketers use to change consumers' attitudes
AACSB: Application of knowledge

6) Marketers that offer coupons and free samples of new products to entice consumers to try
them understand the importance of ________ in attitude formation.
A) subjective norms
B) indirect experience
C) ego defense
D) attribution
E) direct experience
Answer: E
Diff: 2
Skill: Application
Learning Obj: 6.1: To understand what attitudes are, how they are formed, and their role in
consumer behavior.
Learning Outcome: 9: Discuss the techniques marketers use to change consumers' attitudes
AACSB: Application of knowledge

2
Copyright © 2015 Pearson Education, Inc.
7) Attitudes that develop through ________ tend to be more confidently held, more enduring,
and more resistant to attack than those developed via ________.
A) direct experience; indirect experience
B) internal attribution; external attribution
C) utilitarian function; knowledge function
D) cognition; emotions
E) direct marketing; niche marketing
Answer: A
Diff: 2
Skill: Concept
Learning Obj: 6.1: To understand what attitudes are, how they are formed, and their role in
consumer behavior.
Learning Outcome: 9: Discuss the techniques marketers use to change consumers' attitudes
AACSB: Analytical thinking

8) Consumers who have a high need for cognition are likely to ________.
A) form positive attitudes in response to ads that feature an attractive model or a celebrity
B) form a positive attitude in response to ads or direct mail that are rich in product-related
information
C) form negative attitudes toward ads that are rich in product information
D) feel neutral toward ads that feature attractive models or product information
E) feel neutral toward ads that are rich in product-related information
Answer: B
Diff: 2
Skill: Application
Learning Obj: 6.1: To understand what attitudes are, how they are formed, and their role in
consumer behavior.
Learning Outcome: 9: Discuss the techniques marketers use to change consumers' attitudes
AACSB: Application of knowledge

9) According to the ________, attitudes consist of three major components: a cognitive

component, an effective component, and a conative component.
A) dual mediation model
B) tricomponent attitude model
C) self-perception theory
D) multiattribute attitude model
E) functional approach
Answer: B
Diff: 1
Skill: Concept
Learning Obj: 6.2: To understand the tri-component attitude model and its applications.
Learning Outcome: 9: Discuss the techniques marketers use to change consumers' attitudes
AACSB: Reflective thinking

3
Copyright © 2015 Pearson Education, Inc.
10) ________ include the knowledge and perceptions that are acquired by a combination of
direct experience with the attitude object and related information from varied sources.
A) Affectations
B) Emotions
C) Cognitions
D) Objectives
E) Conations
Answer: C
Diff: 1
Skill: Concept
Learning Obj: 6.2: To understand the tri-component attitude model and its applications.
Learning Outcome: 9: Discuss the techniques marketers use to change consumers' attitudes
AACSB: Reflective thinking

11) The ________ component of the tricomponent attitude model includes a consumer's
emotions or feelings about a particular product or brand.
A) conative
B) objective
C) cognitive
D) affective
E) situational
Answer: D
Diff: 1
Skill: Concept
Learning Obj: 6.2: To understand the tri-component attitude model and its applications.
Learning Outcome: 9: Discuss the techniques marketers use to change consumers' attitudes
AACSB: Analytical thinking

12) Roy is looking to buy a new HDTV set. He knows from friends that LCD set screens reflect
less light than plasma set screens, but that LCD sets are also more subject to blurring than plasma
sets. This is an example of the ________ component of his attitude toward HDTVs.
A) conative
B) objective
C) cognitive
D) affective
E) situational
Answer: C
Diff: 3
Skill: Application
Learning Obj: 6.2: To understand the tri-component attitude model and its applications.
Learning Outcome: 9: Discuss the techniques marketers use to change consumers' attitudes
AACSB: Application of knowledge

4
Copyright © 2015 Pearson Education, Inc.
13) Paula is a regular at Gino's Italian Bistro. She likes going there because the staff always
recognizes her, greets her by name, and makes her feel welcome at the restaurant, so she feels an
emotional connection with the staff and the restaurant. This is an example of the ________
component of her attitude toward Gino's.
A) cognitive
B) conative
C) situational
D) perspective
E) affective
Answer: E
Diff: 2
Skill: Application
Learning Obj: 6.2: To understand the tri-component attitude model and its applications.
Learning Outcome: 9: Discuss the techniques marketers use to change consumers' attitudes
AACSB: Application of knowledge

14) ________ is concerned with the likelihood or tendency than an individual will undertake a
specific action or behave in a particular way with regard to the attitude object.
A) Cognition
B) Affectation
C) Situation
D) Perspective
E) Conation
Answer: E
Diff: 2
Skill: Concept
Learning Obj: 6.2: To understand the tri-component attitude model and its applications.
Learning Outcome: 9: Discuss the techniques marketers use to change consumers' attitudes
AACSB: Reflective thinking

15) In marketing and consumer research, the conative component of the tricomponent attitude
model is frequently treated as an expression of the consumer's ________.
A) attitude
B) level of familiarity
C) intention to buy
D) attitude toward the object
E) ego-defensive function
Answer: C
Diff: 3
Skill: Application
Learning Obj: 6.2: To understand the tri-component attitude model and its applications.
Learning Outcome: 9: Discuss the techniques marketers use to change consumers' attitudes
AACSB: Application of knowledge

5
Copyright © 2015 Pearson Education, Inc.
16) ________ assess(es) the likelihood of a consumer purchasing a product or behaving in a
certain way.
A) Cognitive dissonance theory
B) Buyer intention scales
C) Attitude-change strategies
D) Emotionally charged states
E) Self-perception theory
Answer: B
Diff: 1
Skill: Concept
Learning Obj: 6.2: To understand the tri-component attitude model and its applications.
Learning Outcome: 9: Discuss the techniques marketers use to change consumers' attitudes
AACSB: Reflective thinking

17) ________ portray consumers' attitudes with regard to an attitude object as a function of
consumers' perceptions and assessment of the key attributes or beliefs of that object.
A) Multiattribute attitude models
B) Functional models
C) Dual mediation models
D) Cognitive dissonance theories
E) Tricomponent attitude models
Answer: A
Diff: 3
Skill: Concept
Learning Obj: 6.3: To understand the structures of multi-attribute models and using them to alter
to consumers' attitudes.
Learning Outcome: 9: Discuss the techniques marketers use to change consumers' attitudes
AACSB: Reflective thinking

18) Attitude-toward-object, attitude-toward-behavior, and theory-of-reasoned-action models are

examples of ________.
A) tricomponent attitude models
B) buyer intention scales
C) attitude-change strategies
D) self-perception theories
E) multiattribute attitude models
Answer: E
Diff: 1
Skill: Concept
Learning Obj: 6.3: To understand the structures of multi-attribute models and using them to alter
to consumers' attitudes.
Learning Outcome: 9: Discuss the techniques marketers use to change consumers' attitudes
AACSB: Reflective thinking

6
Copyright © 2015 Pearson Education, Inc.
19) According to the attitude-toward-object model, the consumer's attitude toward a product is a
function of ________.
A) price
B) communication messages the consumer receives
C) the presence or absence of certain product-specific beliefs or attitudes
D) the consumer's intention to behave in a certain way
E) consumers' subjective norms
Answer: C
Diff: 2
Skill: Concept
Learning Obj: 6.3: To understand the structures of multi-attribute models and using them to alter
to consumers' attitudes.
Learning Outcome: 9: Discuss the techniques marketers use to change consumers' attitudes
AACSB: Reflective thinking

20) Microsoft wants to measure public attitudes toward the default media-playing software
included in its Windows operating system. Which of the following types of multiattribute
attitude models would be most appropriate for Microsoft to use?
A) theory-of-reasoned-action model
B) trying-to-consume model
C) attitude-toward-object model
D) attitude-toward-behavior model
E) attitude-toward-the-ad model
Answer: C
Diff: 3
Skill: Application
Learning Obj: 6.3: To understand the structures of multi-attribute models and using them to alter
to consumers' attitudes.
Learning Outcome: 9: Discuss the techniques marketers use to change consumers' attitudes
AACSB: Application of knowledge

21) The ________ is designed to capture the individual's attitude toward acting with respect to an
object rather than the attitude toward the object itself.
A) theory-of-reasoned-action model
B) trying-to-consume model
C) attitude-toward-object model
D) attitude-toward-behavior model
E) attitude-toward-the-ad model
Answer: D
Diff: 1
Skill: Concept
Learning Obj: 6.3: To understand the structures of multi-attribute models and using them to alter
to consumers' attitudes.
Learning Outcome: 9: Discuss the techniques marketers use to change consumers' attitudes
AACSB: Reflective thinking

7
Copyright © 2015 Pearson Education, Inc.
22) Jake feels that shopping in thrift shops shows a lack of class and sophistication. This attitude
would be captured by which of the following multiattribute attitude models?
A) theory-of-reasoned-action model
B) trying-to-consume model
C) attitude-toward-object model
D) attitude-toward-behavior model
E) attitude-toward-the-ad model
Answer: D
Diff: 3
Skill: Application
Learning Obj: 6.3: To understand the structures of multi-attribute models and using them to alter
to consumers' attitudes.
Learning Outcome: 9: Discuss the techniques marketers use to change consumers' attitudes
AACSB: Application of knowledge

23) According to the ________, to understand consumers' intentions we also need to measure the
subjective norms that influence an individual's intention to act.
A) theory-of-reasoned-action model
B) trying-to-consume model
C) attitude-toward-object model
D) attitude-toward-behavior model
E) attitude-toward-the-ad model
Answer: A
Diff: 2
Skill: Concept
Learning Obj: 6.3: To understand the structures of multi-attribute models and using them to alter
to consumers' attitudes.
Learning Outcome: 9: Discuss the techniques marketers use to change consumers' attitudes
AACSB: Analytical thinking

24) ________ involve both the beliefs that the consumer attributes to relevant others, such as
friends and parents, and the consumer's motivation to comply with the beliefs held by those
relevant others.
A) Niche markets
B) Subjective norms
C) Direct experiences
D) External attributions
E) Foot-in-the-door techniques
Answer: B
Diff: 2
Skill: Concept
Learning Obj: 6.3: To understand the structures of multi-attribute models and using them to alter
to consumers' attitudes.
Learning Outcome: 9: Discuss the techniques marketers use to change consumers' attitudes
AACSB: Reflective thinking

8
Copyright © 2015 Pearson Education, Inc.
25) If an undergraduate student was considering getting a tattoo and stopped to ask herself what
her parents would think of such behavior, such a reflection would constitute her ________.
A) internal attribution
B) subjective norm
C) direct experience
D) external attribution
E) niche
Answer: B
Diff: 1
Skill: Application
Learning Obj: 6.3: To understand the structures of multi-attribute models and using them to alter
to consumers' attitudes.
Learning Outcome: 9: Discuss the techniques marketers use to change consumers' attitudes
AACSB: Application of knowledge

26) Which of the following are considered to be underlying factors that are likely to produce a
subjective norm?
A) conative predispositions and cognitions
B) normative beliefs and motivation to comply with relevant others
C) affective predispositions toward the behavior and motivation to comply with others
D) intrinsic and extrinsic attributions
E) intention and normative beliefs
Answer: B
Diff: 3
Skill: Concept
Learning Obj: 6.3: To understand the structures of multi-attribute models and using them to alter
to consumers' attitudes.
Learning Outcome: 9: Discuss the techniques marketers use to change consumers' attitudes
AACSB: Analytical thinking

27) An extension of the theory-of-reasoned-action model is the ________, which adds the
construct of perceived behavioral control, which is a consumer's perception of whether the
behavior is or is not within his or her control.
A) trying-to-consume model
B) theory of planned behavior
C) attitude-toward-object model
D) attitude-toward-behavior model
E) attitude-toward-the-ad model
Answer: B
Diff: 1
Skill: Concept
Learning Obj: 6.3: To understand the structures of multi-attribute models and using them to alter
to consumers' attitudes.
Learning Outcome: 9: Discuss the techniques marketers use to change consumers' attitudes
AACSB: Reflective thinking

9
Copyright © 2015 Pearson Education, Inc.
28) The ________ is designed to account for cases in which the action or outcome is desired but
not certain, and reflects the consumer's attempts to consume, whether or not they are successful.
A) theory-of-reasoned-action model
B) trying-to-consume model
C) attitude-toward-object model
D) attitude-toward-behavior model
E) attitude-toward-the-ad model
Answer: B
Diff: 1
Skill: Concept
Learning Obj: 6.3: To understand the structures of multi-attribute models and using them to alter
to consumers' attitudes.
Learning Outcome: 9: Discuss the techniques marketers use to change consumers' attitudes
AACSB: Reflective thinking

29) In the theory of trying to consume, the consumer's attempts to consume may be a result of
________ or ________ impediments that prevent the desired action or outcome.
A) personal; social
B) personal; environmental
C) social; environmental
D) physical; economic
E) economic; environmental
Answer: B
Diff: 1
Skill: Concept
Learning Obj: 6.3: To understand the structures of multi-attribute models and using them to alter
to consumers' attitudes.
Learning Outcome: 9: Discuss the techniques marketers use to change consumers' attitudes
AACSB: Reflective thinking

30) According to the attitude-toward-the-ad model, the consumer forms various feelings and
judgments as a result of exposure to an ad. If the consumer likes the ad, ________.
A) he is more likely to buy the product
B) he is less likely to buy the product
C) he is less likely to encounter environmental impediments to consumption
D) his like or dislike has no relevance to his likelihood of purchasing the product
E) he is more likely to attribute satisfaction with the product internally
Answer: A
Diff: 2
Skill: Concept
Learning Obj: 6.3: To understand the structures of multi-attribute models and using them to alter
to consumers' attitudes.
Learning Outcome: 9: Discuss the techniques marketers use to change consumers' attitudes
AACSB: Reflective thinking

10
Copyright © 2015 Pearson Education, Inc.
31) Chris notices the label for a popular brand of yogurt suggests the yogurt has more potassium
than a banana. Chris had not previously associated the yogurt brand, or any other yogurt, with
potassium. In this example, the marketer ________.
A) changed the relative evaluation of an existing attribute
B) changed the importance of an existing attribute
C) added a new attribute
D) developed a favorable attitude toward the ad
E) used priming
Answer: C
Diff: 2
Skill: Application
Learning Obj: 6.3: To understand how to alter consumers' attitudes by making particular needs
prominent.
Learning Outcome: 9: Discuss the techniques marketers use to change consumers' attitudes
AACSB: Application of knowledge

32) Attitudes toward online shopping are a function of all of the following EXCEPT ________.
A) purchase convenience
B) information abundance
C) service quality
D) promotions
E) homepage design
Answer: D
Diff: 3
Skill: Application
Learning Obj: 6.3: To understand how to alter consumers' attitudes by making particular needs
prominent.
Learning Outcome: 9: Discuss the techniques marketers use to change consumers' attitudes
AACSB: Application of knowledge

33) The tuna marketers' task in the "tunathewonderfish.com" website and related campaign was
to ________.
A) turn an approach object into an avoidance object
B) turn an avoidance object into an approach object
C) turn a knowledge object into a utilitarian object
D) turn a utilitarian object into a knowledge object
E) turn a utilitarian object into an avoidance object
Answer: B
Diff: 2
Skill: Application
Learning Obj: 6.4: To understand how to alter consumers' attitudes by making particular needs
prominent.
Learning Outcome: 9: Discuss the techniques marketers use to change consumers' attitudes
AACSB: Application of knowledge

11
Copyright © 2015 Pearson Education, Inc.
34) The objective of the "tunathewonderfish.com" website and related campaign was to
________.
A) communicate that tuna is good for your heart
B) communicate that tuna is part of a healthy diet
C) communicate that tuna is great on the go
D) restore consumer confidence in tuna
E) all of the above
Answer: E
Diff: 1
Skill: Application
Learning Obj: 6.4: To understand how to alter consumers' attitudes by making particular needs
prominent.
Learning Outcome: 9: Discuss the techniques marketers use to change consumers' attitudes
AACSB: Application of knowledge

35) Changing attitudes according to their applicable consumer motivations is known as the
________.
A) favorable approach
B) functional approach
C) competitive approach
D) industrial approach
E) goodwill approach
Answer: B
Diff: 1
Skill: Concept
Learning Obj: 6.4: To understand how to alter consumers' attitudes by making particular needs
prominent.
Learning Outcome: 9: Discuss the techniques marketers use to change consumers' attitudes
AACSB: Reflective thinking

36) Ben has a positive attitude toward Nova Hiking Gear because a pair of Nova hiking boots he
owns have proven to be very durable and to provide good support during long hikes. Ben has
formed this attitude based on the boots' ________.
A) ego-defensive function
B) utilitarian function
C) value-expressive function
D) knowledge function
E) intention function
Answer: B
Diff: 2
Skill: Application
Learning Obj: 6.4: To understand how to alter consumers' attitudes by making particular needs
prominent.
Learning Outcome: 9: Discuss the techniques marketers use to change consumers' attitudes
AACSB: Application of knowledge

12
Copyright © 2015 Pearson Education, Inc.
37) With its slogan "Because self-confidence is priceless," Iron Band Deodorant is trying to
attract customers by emphasizing the brand's ________.
A) ego-defensive function
B) utilitarian function
C) value-expressive function
D) knowledge function
E) intention function
Answer: A
Diff: 2
Skill: Application
Learning Obj: 6.4: To understand how to alter consumers' attitudes by making particular needs
prominent.
Learning Outcome: 9: Discuss the techniques marketers use to change consumers' attitudes
AACSB: Application of knowledge

38) Ads for cosmetics and personal care products acknowledge the fact that people want to
protect their self-images from inner feelings of doubt. This is consistent with which basic
motivational functions?
A) the ego-defensive function
B) the knowledge function
C) the utilitarian function
D) the value-expressive function
E) the intention function
Answer: A
Diff: 2
Skill: Application
Learning Obj: 6.4: To understand how to alter consumers' attitudes by making particular needs
prominent.
Learning Outcome: 9: Discuss the techniques marketers use to change consumers' attitudes
AACSB: Application of knowledge

39) An ad for a new allergy medication includes a bar graph which demonstrates the product's
superiority by contrasting its allergy symptom relief abilities with other allergy medications. This
is consistent with which basic motivational functions?
A) the ego-defensive function
B) the knowledge function
C) the utilitarian function
D) the value-expressive function
E) the intention function
Answer: B
Diff: 2
Skill: Application
Learning Obj: 6.4: To understand how to alter consumers' attitudes by making particular needs
prominent.
Learning Outcome: 9: Discuss the techniques marketers use to change consumers' attitudes
AACSB: Application of knowledge

13
Copyright © 2015 Pearson Education, Inc.
40) If a consumer segment generally holds a positive attitude toward owning the latest designer
jeans and values having the latest and greatest in designer jeans, then that segment's attitude
toward new brands of designer jeans are likely to reflect that orientation. This is an example of
the ________ of attitude.
A) ego-defensive function
B) utilitarian function
C) value-expressive function
D) knowledge function
E) intention function
Answer: C
Diff: 2
Skill: Application
Learning Obj: 6.4: To understand how to alter consumers' attitudes by making particular needs
prominent.
Learning Outcome: 9: Discuss the techniques marketers use to change consumers' attitudes
AACSB: Application of knowledge

41) An example of the ________ function of motivation is for Crest to point out how its new
toothbrush is superior to all other toothbrushes in controlling gum disease by removing more
plaque.
A) ego-defensive
B) knowledge
C) utilitarian
D) value-expressive
E) intention
Answer: B
Diff: 2
Skill: Application
Learning Obj: 6.4: To understand how to alter consumers' attitudes by making particular needs
prominent.
Learning Outcome: 9: Discuss the techniques marketers use to change consumers' attitudes
AACSB: Application of knowledge

14
Copyright © 2015 Pearson Education, Inc.
42) Tom is looking to lose weight by cutting carbohydrates out of his diet, particularly from
regular sodas, but has a negative attitude towards diet. Diet Coke promotes its association with
the American Heart Association, which generates goodwill from Tom. What strategy did the
company use?
A) changing the relative evaluation of attributes
B) associating the product with a special group, event or cause
C) changing the basic motivational function
D) changing consumer beliefs about competitor brands
E) changing consumers' subjective norms
Answer: B
Diff: 2
Skill: Application
Learning Obj: 6.4: To understand how to alter consumers' attitudes by making particular needs
prominent.
Learning Outcome: 9: Discuss the techniques marketers use to change consumers' attitudes
AACSB: Application of knowledge

43) Which of the following is true of consumer brand beliefs in the context of changing
consumer attitudes?
A) Consumers tend to interpret ambiguous information in ways that challenge their preexisting
attitudes.
B) Consumers frequently resist evidence that challenges strongly held attitudes or beliefs.
C) The easiest way to change consumer attitudes is to attack longstanding brand beliefs.
D) Consumers generally embrace evidence that challenges strongly held attitudes and beliefs.
E) Brand loyalty is very rare and so it is relatively easy for marketers to change brand beliefs.
Answer: B
Diff: 2
Skill: Concept
Learning Obj: 6.4: To understand how to alter consumers' attitudes by making particular needs
prominent.
Learning Outcome: 9: Discuss the techniques marketers use to change consumers' attitudes
AACSB: Reflective thinking

44) The Elaboration Likelihood Model proposes that consumers' attitudes are changed by two
distinctly different routes to persuasion: ________ routes and ________ routes.
A) central; logical
B) main; secondary
C) central; peripheral
D) rational; emotional
E) direct; indirect
Answer: C
Diff: 2
Skill: Concept
Learning Obj: 6.5: To understand the role of cognitive elaboration in altering attitudes.
Learning Outcome: 9: Discuss the techniques marketers use to change consumers' attitudes
AACSB: Reflective thinking

15
Copyright © 2015 Pearson Education, Inc.
45) When consumers are willing to exert the effort to comprehend, learn, or evaluate the
available information about the attitude object, learning and attitude change occur via the
________ to persuasion.
A) central route
B) celebrity endorsement
C) peripheral route
D) functional approach
E) dual mediation model
Answer: A
Diff: 2
Skill: Concept
Learning Obj: 6.5: To understand the role of cognitive elaboration in altering attitudes.
Learning Outcome: 9: Discuss the techniques marketers use to change consumers' attitudes
AACSB: Reflective thinking

46) When a consumer's motivation or assessment skills are low, learning and attitude change
tend to occur via the ________ to persuasion.
A) central route
B) tricomponent route
C) functional route
D) primary route
E) peripheral route
Answer: E
Diff: 2
Skill: Concept
Learning Obj: 6.5: To understand the role of cognitive elaboration in altering attitudes.
Learning Outcome: 9: Discuss the techniques marketers use to change consumers' attitudes
AACSB: Reflective thinking

47) Recent research has found that largely cognitive processing, via the ________, has an
emotional core.
A) central route
B) tricomponent route
C) functional route
D) primary route
E) peripheral route
Answer: A
Diff: 2
Skill: Concept
Learning Obj: 6.5: To understand the role of cognitive elaboration in altering attitudes.
Learning Outcome: 9: Discuss the techniques marketers use to change consumers' attitudes
AACSB: Reflective thinking

16
Copyright © 2015 Pearson Education, Inc.
48) Central brand claims that are critical to the evaluation of the product's utilitarian attributes
are most likely processed via the ________.
A) central route
B) tricomponent route
C) functional route
D) primary route
E) peripheral route
Answer: A
Diff: 2
Skill: Concept
Learning Obj: 6.5: To understand the role of cognitive elaboration in altering attitudes.
Learning Outcome: 9: Discuss the techniques marketers use to change consumers' attitudes
AACSB: Reflective thinking

49) Attitude change via the peripheral route may be an outcome of ________ like cents-off
coupons, free samples, beautiful background scenery, great packaging, or a celebrity
endorsement.
A) core route
B) primary inducements
C) functional route
D) secondary inducements
E) passive route
Answer: D
Diff: 2
Skill: Concept
Learning Obj: 6.5: To understand the role of cognitive elaboration in altering attitudes.
Learning Outcome: 9: Discuss the techniques marketers use to change consumers' attitudes
AACSB: Reflective thinking

50) A popular pop singing sensation is a spokesperson for a cellular phone company. As a non-
expert celebrity endorser, her presence in communications about the cellular phone company's
service is likely to be processed via the ________.
A) central route
B) tricomponent route
C) functional route
D) primary route
E) peripheral route
Answer: E
Diff: 2
Skill: Application
Learning Obj: 6.5: To understand the role of cognitive elaboration in altering attitudes.
Learning Outcome: 9: Discuss the techniques marketers use to change consumers' attitudes
AACSB: Application of knowledge

17
Copyright © 2015 Pearson Education, Inc.
51) According to ________, discomfort occurs when a consumer holds conflicting thoughts
about a belief or an attitude object.
A) attitude-change strategies
B) cognitive dissonance theory
C) attribution theory
D) self-perception theory
E) attitude research
Answer: B
Diff: 2
Skill: Concept
Learning Obj: 6.6: To understand how attitudes can precede behavior in the form of cognitive
dissonance and resolving conflicting attitudes.
Learning Outcome: 9: Discuss the techniques marketers use to change consumers' attitudes
AACSB: Reflective thinking

52) Matthew recently purchased a new laptop for $1,500. He subsequently saw an advertisement
for what appeared to be a similar model being sold for only $1,350. In order to resolve his
________, Matt decided that the cheaper model must not have as many attractive features as the
model he purchased.
A) indirect experience
B) attitude formation
C) subjective norm
D) post-purchase dissonance
E) situational influence
Answer: D
Diff: 2
Skill: Application
Learning Obj: 6.6: To understand how attitudes can precede behavior in the form of cognitive
dissonance and resolving conflicting attitudes.
Learning Outcome: 9: Discuss the techniques marketers use to change consumers' attitudes
AACSB: Application of knowledge

53) In order to reduce ________, consumers can rationalize their purchase decision as being
wise, seek out advertisements that support their choice, try to "sell" friends on the positive
features of the brand, or look to known satisfied owners for reassurance.
A) post-purchase dissonance
B) emotionally charged states
C) defensive attribution
D) subjective norms
E) attitude formation
Answer: A
Diff: 3
Skill: Concept
Learning Obj: 6.6: To understand how attitudes can precede behavior in the form of cognitive
dissonance and resolving conflicting attitudes.
Learning Outcome: 9: Discuss the techniques marketers use to change consumers' attitudes
AACSB: Reflective thinking
18
Copyright © 2015 Pearson Education, Inc.
54) Jerry bought a new washing machine for his home, but he has some tension over whether he
made the best decision. Which of the following is NOT a strategy Jerry might use to reduce post-
purchase dissonance?
A) rationalize his decision
B) "sell" friends on the positive features of the washing machine
C) look for satisfied owners of the washing machine
D) seek out ads for competitive products he did not choose
E) seek out ads for the washing machine he chose
Answer: D
Diff: 2
Skill: Application
Learning Obj: 6.6: To understand how attitudes can precede behavior in the form of cognitive
dissonance and resolving conflicting attitudes.
Learning Outcome: 9: Discuss the techniques marketers use to change consumers' attitudes
AACSB: Application of knowledge

55) ________ attempts to explain how people assign blame or credit to events on the basis of
either their own behavior or the behavior of others.
A) Self-perception theory
B) Cognitive dissonance theory
C) Attribution theory
D) Buyer intention theory
E) Attitude theory
Answer: C
Diff: 1
Skill: Concept
Learning Obj: 6.7: To understand the ways people assign causality to events and apply this
knowledge to consumer behavior.
Learning Outcome: 9: Discuss the techniques marketers use to change consumers' attitudes
AACSB: Reflective thinking

56) When a person says "I contributed to the American Red Cross because it really helps people
in need" or "He tried to persuade me to by an LED rather than a 3D TV because he'd make a
bigger commission," they are providing examples of ________ in action.
A) self-perception theory
B) cognitive dissonance theory
C) attribution theory
D) buyer intention theory
E) attitude theory
Answer: C
Diff: 2
Skill: Application
Learning Obj: 6.7: To understand the ways people assign causality to events and apply this
knowledge to consumer behavior.
Learning Outcome: 9: Discuss the techniques marketers use to change consumers' attitudes
AACSB: Application of knowledge
19
Copyright © 2015 Pearson Education, Inc.
57) ________ suggests that attitudes develop as consumers look at and make judgments about
their own behavior.
A) Self-perception theory
B) Cognitive dissonance theory
C) Attribution theory
D) Buyer intention theory
E) Attitude theory
Answer: A
Diff: 2
Skill: Concept
Learning Obj: 6.7: To understand the ways people assign causality to events and apply this
knowledge to consumer behavior.
Learning Outcome: 9: Discuss the techniques marketers use to change consumers' attitudes
AACSB: Reflective thinking

58) If a student observes that she routinely purchases the Des Moines Register on her way to
class, she is apt to conclude that she likes the Des Moines Register. This is an example of how
the ________ helps make inferences about one's behavior.
A) elaboration likelihood model
B) attribution theory
C) self-perception theory
D) defensive attributions theory
E) formation theory
Answer: C
Diff: 3
Skill: Application
Learning Obj: 6.7: To understand the ways people assign causality to events and apply this
knowledge to consumer behavior.
Learning Outcome: 9: Discuss the techniques marketers use to change consumers' attitudes
AACSB: Application of knowledge

59) When consumers give themselves credit for the outcome of a behavior, they are engaging in
________.
A) subjective attribution
B) internal attribution
C) objective attribution
D) defensive attribution
E) external attribution
Answer: B
Diff: 1
Skill: Concept
Learning Obj: 6.7: To understand the ways people assign causality to events and apply this
knowledge to consumer behavior.
Learning Outcome: 9: Discuss the techniques marketers use to change consumers' attitudes
AACSB: Reflective thinking

20
Copyright © 2015 Pearson Education, Inc.
60) According to the principle of ________, consumers are likely to accept credit personally for
success and to attribute failure to others or to outside events.
A) subjective attribution
B) internal attribution
C) objective attribution
D) defensive attribution
E) external attribution
Answer: D
Diff: 1
Skill: Concept
Learning Obj: 6.7: To understand the ways people assign causality to events and apply this
knowledge to consumer behavior.
Learning Outcome: 9: Discuss the techniques marketers use to change consumers' attitudes
AACSB: Reflective thinking

61) Someone who donates $10 to Amnesty International might be persuaded to donate a much
larger amount when properly approached because that person may decide that he or she is the
kind of person who makes such charitable donations. This demonstrates the basic premise of the
________.
A) door-in-the-face technique
B) consensus technique
C) foot-in-the-door technique
D) attribution technique
E) dual mediation technique
Answer: C
Diff: 3
Skill: Application
Learning Obj: 6.7: To understand the ways people assign causality to events and apply this
knowledge to consumer behavior.
Learning Outcome: 9: Discuss the techniques marketers use to change consumers' attitudes
AACSB: Application of knowledge

62) One of the criteria used by consumers to confirm their initial attributions about objects is
________, which means that the reaction (the prior inference) is perceived in the same way by
other consumers.
A) distinctiveness
B) consistency over time
C) consistency over modality
D) consensus
E) self-defense
Answer: D
Diff: 3
Skill: Concept
Learning Obj: 6.7: To understand the ways people assign causality to events and apply this
knowledge to consumer behavior.
Learning Outcome: 9: Discuss the techniques marketers use to change consumers' attitudes
AACSB: Reflective thinking
21
Copyright © 2015 Pearson Education, Inc.
63) The principle of ________ suggests people accept or take credit for success, but assign
failure to others or outside events.
A) distinctiveness
B) defensive attribution
C) door-in-the-face
D) consensus
E) compliance
Answer: B
Diff: 1
Skill: Concept
Learning Obj: 6.7: To understand the ways people assign causality to events and apply this
knowledge to consumer behavior.
Learning Outcome: 9: Discuss the techniques marketers use to change consumers' attitudes
AACSB: Reflective thinking

64) If an MBA alumnus considers donating to the program, but is concerned about whether he
will become part of a select group if he donates, he is trying to seek reinforcement for his initial
attributions via ________.
A) distinctiveness
B) consistency over time
C) consistency over modality
D) consensus
E) self-defense
Answer: A
Diff: 3
Skill: Application
Learning Obj: 6.7: To understand the ways people assign causality to events and apply this
knowledge to consumer behavior.
Learning Outcome: 9: Discuss the techniques marketers use to change consumers' attitudes
AACSB: Application of knowledge

22
Copyright © 2015 Pearson Education, Inc.
CAR MINI CASE: Carl is looking to buy a new car because he needs more space for driving his
kids to and from their after-school activities and for transporting all their gear. His wife has
suggested that the family buy a station wagon, but Carl has a negative attitude toward station
wagons because he feels that they are "Mom-mobiles" that consign their drivers to a life of car
pools and PTA meetings. He then sees an ad for Subaru with a beautiful outdoor setting and
attractive young people using a Subaru station wagon. The voice-over discusses the physical
attributes of the car and the demographics of its owners. After seeing a Subaru ad portraying its
station wagon as a trendy automotive option for exciting young people looking for more cargo
room than a sedan and better fuel-efficiency than an SUV, Carl finds himself to be much more
enthusiastic about his wife's station wagon suggestion. He purchases a Subaru, but later begins
thinking that he probably should have purchased a Volvo for its reputation of greater safety.

65) In the CAR MINI CASE, Carl's reconsideration of brand choice after he buys a Subaru
constitutes ________.
A) buying intention
B) niche marketing
C) indirect experience
D) defensive attribution
E) post-purchase dissonance
Answer: E
Diff: 2
Skill: Application
Learning Obj: 6.6: To understand how attitudes can precede behavior in the form of cognitive
dissonance and resolving conflicting attitudes.
Learning Outcome: 9: Discuss the techniques marketers use to change consumers' attitudes
AACSB: Application of knowledge

66) In the CAR MINI CASE, Subaru's portrayal of its station wagon as a car designed for young
people who need extra cargo space to accommodate their active lives appeals to Carl because
that is how he sees himself. In this way, Subaru is appealing to the ________ function to change
attitudes toward station wagons.
A) utilitarian
B) knowledge
C) ego-defensive
D) competitive
E) value-expressive
Answer: E
Diff: 2
Skill: Application
Learning Obj: 6.4: To understand how to alter consumers' attitudes by making particular needs
prominent.
Learning Outcome: 9: Discuss the techniques marketers use to change consumers' attitudes
AACSB: Application of knowledge

23
Copyright © 2015 Pearson Education, Inc.
COFFEE MINI CASE: Linda is a heavy coffee drinker and a friend recommends that she try
Sunrise Coffee, a new coffee house in town, because it sells delicious coffee. Linda replies that
she really prefers to drink her coffee in the peace and quiet of her own home. One morning,
Linda is running late and doesn't have time to make herself a cup of coffee, so she stops by
Sunrise and is greeted by a cheerful staff and a great-tasting coffee, all of which put Linda in a
good mood. Upon arriving at work, a co-worker comments on her alert, up-beat attitude that
morning. Linda replies that it must be the great weather that day, sunshine after a week of solid
rain. The following morning, Linda recalls what a pleasant experience she had at Sunrise and
decides to go again.

67) In the COFFEE MINI CASE, Linda's initial resistance to the idea of trying Sunrise Coffee
arises from which of the following multiattribute attitude models?
A) attitude-toward-behavior model
B) trying-to-consume model
C) attitude-toward-object model
D) attitude-toward-consumer model
E) attitude-toward-the-ad model
Answer: A
Diff: 3
Skill: Application
Learning Obj: 6.3: To understand the structures of multi-attribute models and using them to alter
to consumers' attitudes.
Learning Outcome: 9: Discuss the techniques marketers use to change consumers' attitudes
AACSB: Application of knowledge

68) In the COFFEE MINI CASE, Linda attributes her upbeat attitude and alertness to the change
in the weather. This is an example of ________.
A) internal attribution
B) utilitarian attribution
C) conative attribution
D) external attribution
E) defensive attribution
Answer: D
Diff: 2
Skill: Application
Learning Obj: 6.7: To understand the ways people assign causality to events and apply this
knowledge to consumer behavior.
Learning Outcome: 9: Discuss the techniques marketers use to change consumers' attitudes
AACSB: Application of knowledge

24
Copyright © 2015 Pearson Education, Inc.
69) In the COFFEE MINI CASE, Linda's new attitude toward, and repeat patronage of Sunrise
Coffee is a function of the ________ of the tricomponent attitude model.
A) utility component
B) affective component
C) defensive component
D) cognitive component
E) conative component
Answer: B
Diff: 3
Skill: Application
Learning Obj: 6.2: To understand the tri-component attitude model and its applications.
Learning Outcome: 9: Discuss the techniques marketers use to change consumers' attitudes
AACSB: Application of knowledge

70) In the COFFEE MINI CASE, Linda's attitude toward Sunrise changes as a result of
________.
A) word-of-mouth
B) direct experience
C) a change in her environment
D) advertising
E) cognitive dissonance
Answer: B
Diff: 1
Skill: Application
Learning Obj: 6.1: To understand what attitudes are, how they are formed, and their role in
consumer behavior.
Learning Outcome: 9: Discuss the techniques marketers use to change consumers' attitudes
AACSB: Application of knowledge

25
Copyright © 2015 Pearson Education, Inc.
PUB MINI CASE: Sean and his friends, most of whom are Irish immigrants or have Irish
parents, enjoy drinking at The Celtic Knot, a small New York pub that serves many Irish beers, is
decorated with genuine Irish paraphernalia, and holds weekly traditional Irish music sessions .
Like many of his friends, Sean enjoys the feeling the pub gives him of connection with his Irish
heritage. The pub advertises at community centers and churches in predominantly Irish areas of
the city. On its posters, underneath a photo of a group of attractive young people in a cozy
corner of the pub drinking and laughing together, is the pub's slogan: "Because being Irish is
about more than just St. Paddy's Day."

71) In the PUB MINI CASE, ________ is the attitude object.

A) the pub
B) the Irish community
C) the advertising message
D) Sean
E) the price point
Answer: A
Diff: 1
Skill: Application
Learning Obj: 6.1: To understand what attitudes are, how they are formed, and their role in
consumer behavior.
Learning Outcome: 9: Discuss the techniques marketers use to change consumers' attitudes
AACSB: Application of knowledge

72) In the PUB MINI CASE, by targeting people with strong attachments to their Irish heritage,
The Celtic Knot is taking advantage of the ________ function of their target market's attitudes.
A) utilitarian
B) value-expressive
C) knowledge
D) attribution
E) ego-defensive
Answer: B
Diff: 3
Skill: Application
Learning Obj: 6.4: To understand how to alter consumers' attitudes by making particular needs
prominent.
Learning Outcome: 9: Discuss the techniques marketers use to change consumers' attitudes
AACSB: Application of knowledge

26
Copyright © 2015 Pearson Education, Inc.
73) In the PUB MINI CASE, Sean enjoys the feeling the pub gives him of connection with his
Irish heritage. This is the ________ of his attitude toward the pub.
A) affective component
B) effective component
C) cognitive component
D) conative component
E) prospective component
Answer: A
Diff: 3
Skill: Application
Learning Obj: 6.2: To understand the tri-component attitude model and its applications.
Learning Outcome: 9: Discuss the techniques marketers use to change consumers' attitudes
AACSB: Application of knowledge

74) In the PUB MINI CASE, Sean feels comfortable perceiving The Celtic Knot as a genuine
Irish pub because many of his friends believe the same thing. He is using ________ to affirm his
attitude.
A) distinctiveness
B) consistency over modality
C) consistency over time
D) the central route to persuasion
E) consensus
Answer: E
Diff: 3
Skill: Application
Learning Obj: 6.7: To understand the ways people assign causality to events and apply this
knowledge to consumer behavior.
Learning Outcome: 9: Discuss the techniques marketers use to change consumers' attitudes
AACSB: Application of knowledge

75) In the PUB MINI CASE, Sean concludes that he likes The Celtic Knot because he goes their
frequently. This is an application of ________.
A) the elaboration likelihood model
B) attribution theory
C) self-perception theory
D) defensive attributions theory
E) formation theory
Answer: C
Diff: 3
Skill: Application
Learning Obj: 6.7: To understand the ways people assign causality to events and apply this
knowledge to consumer behavior.
Learning Outcome: 9: Discuss the techniques marketers use to change consumers' attitudes
AACSB: Application of knowledge

27
Copyright © 2015 Pearson Education, Inc.
76) Attitudes can be directly observed.
Answer: FALSE
Diff: 2
Skill: Concept
Learning Obj: 6.1: To understand what attitudes are, how they are formed, and their role in
consumer behavior.
Learning Outcome: 9: Discuss the techniques marketers use to change consumers' attitudes
AACSB: Reflective thinking

77) Attitudes are learned from direct experience with the product, word-of-mouth information
acquired from others, or exposure to mass-media advertising, the internet and various forms of
direct marketing.
Answer: TRUE
Diff: 1
Skill: Concept
Learning Obj: 6.1: To understand what attitudes are, how they are formed, and their role in
consumer behavior.
Learning Outcome: 9: Discuss the techniques marketers use to change consumers' attitudes
AACSB: Reflective thinking

78) The affective component of the tricomponent attitude model represents the consumer's
emotions and feelings regarding the attitude object.
Answer: TRUE
Diff: 1
Skill: Concept
Learning Obj: 6.2: To understand the tri-component attitude model and its applications.
Learning Outcome: 9: Discuss the techniques marketers use to change consumers' attitudes
AACSB: Reflective thinking

79) Emotionally charged states can enhance or amplify positive or negative experiences and
impact later recollections of such experiences and future behavior.
Answer: TRUE
Diff: 2
Skill: Concept
Learning Obj: 6.2: To understand the tri-component attitude model and its applications.
Learning Outcome: 9: Discuss the techniques marketers use to change consumers' attitudes
AACSB: Reflective thinking

80) In marketing and consumer research, the conative component of the tricomponent attitude
model is frequently treated as an expression of the consumer's intention to buy.
Answer: TRUE
Diff: 2
Skill: Concept
Learning Obj: 6.2: To understand the tri-component attitude model and its applications.
Learning Outcome: 9: Discuss the techniques marketers use to change consumers' attitudes
AACSB: Reflective thinking

28
Copyright © 2015 Pearson Education, Inc.
81) Responding positively to an intention to buy question with regard to a brand will increase the
likelihood of that consumer purchasing the brand.
Answer: FALSE
Diff: 3
Skill: Concept
Learning Obj: 6.3: To understand the structures of multi-attribute models and using them to alter
to consumers' attitudes.
Learning Outcome: 9: Discuss the techniques marketers use to change consumers' attitudes
AACSB: Reflective thinking

82) Competitors often try to change the strong and positive attitudes consumers have toward
market leaders in an attempt to get consumers to switch brands.
Answer: TRUE
Diff: 2
Skill: Concept
Learning Obj: 6.2: To understand the tri-component attitude model and its applications.
Learning Outcome: 9: Discuss the techniques marketers use to change consumers' attitudes
AACSB: Reflective thinking

83) The appeal of the attitude-toward-behavior model is that it allows researchers to understand
consumers' subjective norms and the factors that form them.
Answer: FALSE
Diff: 3
Skill: Concept
Learning Obj: 6.3: To understand the structures of multi-attribute models and using them to alter
to consumers' attitudes.
Learning Outcome: 9: Discuss the techniques marketers use to change consumers' attitudes
AACSB: Reflective thinking

84) Consumers' attitudes toward a particular brand's advertising are independent of their beliefs
about the brand and do not influence their attitudes toward the brand itself.
Answer: FALSE
Diff: 3
Skill: Concept
Learning Obj: 6.3: To understand the structures of multi-attribute models and using them to alter
to consumers' attitudes.
Learning Outcome: 9: Discuss the techniques marketers use to change consumers' attitudes
AACSB: Reflective thinking

85) If consumers like the ad they see, they are more likely to buy the product.
Answer: TRUE
Diff: 1
Skill: Concept
Learning Obj: 6.3: To understand the structures of multi-attribute models and using them to alter
to consumers' attitudes.
Learning Outcome: 9: Discuss the techniques marketers use to change consumers' attitudes
AACSB: Reflective thinking
29
Copyright © 2015 Pearson Education, Inc.
86) The purchase and consumption of a product are necessary for the formation of attitudes.
Answer: FALSE
Diff: 1
Skill: Concept
Learning Obj: 6.3: To understand the structures of multi-attribute models and using them to alter
to consumers' attitudes.
Learning Outcome: 9: Discuss the techniques marketers use to change consumers' attitudes
AACSB: Reflective thinking

87) In general, the more information consumers have about a product or service, the more likely
they are to form attitudes about it, either positive or negative.
Answer: TRUE
Diff: 1
Skill: Concept
Learning Obj: 6.4: To understand how to alter consumers' attitudes by making particular needs
prominent.
Learning Outcome: 9: Discuss the techniques marketers use to change consumers' attitudes
AACSB: Reflective thinking

88) Changing attitudes according to their applicable consumer motivations is known as the
functional approach.
Answer: TRUE
Diff: 1
Skill: Concept
Learning Obj: 6.4: To understand how to alter consumers' attitudes by making particular needs
prominent.
Learning Outcome: 9: Discuss the techniques marketers use to change consumers' attitudes
AACSB: Reflective thinking

89) When an ad for Green Works from Clorox states the product cleans effectively and is
environmentally friendly, unlike competing brands, it is using the utilitarian approach to attitude
change.
Answer: TRUE
Diff: 2
Skill: Application
Learning Obj: 6.4: To understand how to alter consumers' attitudes by making particular needs
prominent.
Learning Outcome: 9: Discuss the techniques marketers use to change consumers' attitudes
AACSB: Application of knowledge

30
Copyright © 2015 Pearson Education, Inc.
90) The knowledge function of the functional approach to attitude change relies on the fact that
most people want to protect their self-images from inner feelings of doubt.
Answer: FALSE
Diff: 2
Skill: Concept
Learning Obj: 6.4: To understand how to alter consumers' attitudes by making particular needs
prominent.
Learning Outcome: 9: Discuss the techniques marketers use to change consumers' attitudes
AACSB: Reflective thinking

91) Highly involved consumers use attribute-based information to evaluate brands, whereas less
involved consumers apply simpler decision rules.
Answer: TRUE
Diff: 1
Skill: Concept
Learning Obj: 6.5: To understand the role of cognitive elaboration in altering attitudes.
Learning Outcome: 9: Discuss the techniques marketers use to change consumers' attitudes
AACSB: Reflective thinking

92) When marketing to low involvement consumers, the quality of the argument presented in the
persuasive message, rather than the imagery of the promotional message, has a greater impact on
the consumption decision.
Answer: FALSE
Diff: 2
Skill: Concept
Learning Obj: 6.5: To understand the role of cognitive elaboration in altering attitudes.
Learning Outcome: 9: Discuss the techniques marketers use to change consumers' attitudes
AACSB: Reflective thinking

93) Central inducements have greater staying power over time than secondary inducements.
Answer: TRUE
Diff: 2
Skill: Concept
Learning Obj: 6.5: To understand the role of cognitive elaboration in altering attitudes.
Learning Outcome: 9: Discuss the techniques marketers use to change consumers' attitudes
AACSB: Reflective thinking

94) Because expensive and important purchases often require compromise when choosing
among alternatives, post-purchase dissonance commonly occurs.
Answer: TRUE
Diff: 2
Skill: Concept
Learning Obj: 6.6: To understand how attitudes can precede behavior in the form of cognitive
dissonance and resolving conflicting attitudes.
Learning Outcome: 9: Discuss the techniques marketers use to change consumers' attitudes
AACSB: Reflective thinking

31
Copyright © 2015 Pearson Education, Inc.
95) Marketers can help consumers relieve their dissonance by including messages in their
advertising specifically aimed at reinforcing consumers' decisions by complimenting their
wisdom, offering stronger guarantees or warranties, increasing the number and effectiveness of
its services, or providing detailed brochures on how to use its products correctly.
Answer: TRUE
Diff: 3
Skill: Application
Learning Obj: 6.6: To understand how attitudes can precede behavior in the form of cognitive
dissonance and resolving conflicting attitudes.
Learning Outcome: 9: Discuss the techniques marketers use to change consumers' attitudes
AACSB: Application of knowledge

96) Jill was recently complemented on her piano playing skills. She attributed her skill to the
quality and skill of her instructor. This is an example of defensive attribution.
Answer: FALSE
Diff: 2
Skill: Application
Learning Obj: 6.7: To understand the ways people assign causality to events and apply this
knowledge to consumer behavior.
Learning Outcome: 9: Discuss the techniques marketers use to change consumers' attitudes
AACSB: Application of knowledge

97) Individuals who try a brand without any inducements or individuals who buy a brand
repeatedly are more likely to consider that they buy the brand because they like it, rather than
because it was free or on sale.
Answer: TRUE
Diff: 2
Skill: Concept
Learning Obj: 6.7: To understand the ways people assign causality to events and apply this
knowledge to consumer behavior.
Learning Outcome: 9: Discuss the techniques marketers use to change consumers' attitudes
AACSB: Reflective thinking

98) When cognitive dissonance occurs after the purchase it is called post-purchase dissonance.
Answer: TRUE
Diff: 1
Skill: Concept
Learning Obj: 6.6: To understand how attitudes can precede behavior in the form of cognitive
dissonance and resolving conflicting attitudes.
Learning Outcome: 9: Discuss the techniques marketers use to change consumers' attitudes
AACSB: Reflective thinking

32
Copyright © 2015 Pearson Education, Inc.
99) If a first request for a $1,000 contribution to your university's alumni foundation is followed
by a second, less costly request for $150, the person soliciting the funds may be using the door-
in-the-face technique.
Answer: TRUE
Diff: 2
Skill: Application
Learning Obj: 6.7: To understand the ways people assign causality to events and apply this
knowledge to consumer behavior.
Learning Outcome: 9: Discuss the techniques marketers use to change consumers' attitudes
AACSB: Application of knowledge

100) If an alumnus considering donating money to his or her MBA program asks how distinctive
his contribution would be and whether he would become part of an elite group, he is concerned
about consensus.
Answer: FALSE
Diff: 3
Skill: Application
Learning Obj: 6.7: To understand the ways people assign causality to events and apply this
knowledge to consumer behavior.
Learning Outcome: 9: Discuss the techniques marketers use to change consumers' attitudes
AACSB: Application of knowledge

101) Differentiate between the three components of the tricomponent attitude model.
Answer: The first component of the model is the cognitive component—the knowledge and
perceptions that are acquired through direct experience with the attitude object. This knowledge
takes the form of beliefs about the attitude object.

The second component, the affective component, is the consumer's emotions or feelings about a
product or brand. These emotions capture the consumer's global assessment of the attitude
object.

The third component is the conative component. It is concerned with the likelihood or tendency
that an individual will undertake a specific action or behave in a particular way with regard to the
attitude object.
Diff: 3
Skill: Concept
Learning Obj: 6.2: To understand the tri-component attitude model and its applications.
Learning Outcome: 9: Discuss the techniques marketers use to change consumers' attitudes
AACSB: Analytical thinking

33
Copyright © 2015 Pearson Education, Inc.
102) One of the multiattribute models is the attitude-toward-behavior model. Explain the model
and give an example.
Answer: This model tells about the individual's attitude toward behaving or acting with respect
to an object rather than the attitude toward the object itself. For example, Tom's attitude about
the act of purchasing a BMW reveals more about the potential act of purchasing than does
simply knowing his attitude toward BMWs. Tom may have a positive attitude toward BMWs but
a negative attitude toward the act of purchasing one.
Diff: 2
Skill: Concept
Learning Obj: 6.3: To understand the structures of multi-attribute models and using them to alter
to consumers' attitudes.
Learning Outcome: 9: Discuss the techniques marketers use to change consumers' attitudes
AACSB: Reflective thinking

103) What is the theory of trying to consume? Give an example from your own experience.
Answer: The theory of trying to consume is designed to account for the many cases in which the
action or the outcome is not certain but instead reflects the consumer's attempts to consume.

Here the student can give an example of how a personal or environmental impediment deterred
her from the act of consumption.
Diff: 1
Skill: Application
Learning Obj: 6.3: To understand the structures of multi-attribute models and using them to alter
to consumers' attitudes.
Learning Outcome: 9: Discuss the techniques marketers use to change consumers' attitudes
AACSB: Reflective thinking

104) To help marketers understand the impact of advertising on consumer attitudes, they use a
certain model to help measure attitudes. Talk about this model.
Answer: The model used to measure consumer attitudes toward ads is the attitude toward the ad
model. Consumers form various feelings and judgments as the result of an exposure to an ad.
These feelings and judgments turn into beliefs about the brand that influences attitudes toward
the brand.
Diff: 2
Skill: Application
Learning Obj: 6.3: To understand the structures of multi-attribute models and using them to alter
to consumers' attitudes.
Learning Outcome: 9: Discuss the techniques marketers use to change consumers' attitudes
AACSB: Application of knowledge

34
Copyright © 2015 Pearson Education, Inc.
105) Identify the four functions that serve as motivators under the functional approach and
provide an example of each.
Answer: The four functions that serve as motivators are the utilitarian function, ego-defensive
function, value-expressive function and knowledge function. Examples may vary. The utilitarian
function stems from the belief that consumers' attitudes reflect the utilities that brands provide.
An example is emphasizing the low maintenance costs and high miles per gallon of a car. The
ego-defensive function maintains that people form attitudes in order to protect themselves from
sensing doubt and replace uncertainty with feelings of security and confidence. A company that
markets leather jackets might emphasize the confidence that comes with wearing one and show
tough looking models. The value-expressive function maintains that attitudes are reflections of
consumers values, lifestyles and perspectives. For example, a hardware company might partner
with an organization that funds breast cancer research and create pink tools. Finally, the
knowledge function holds that people form attitudes because they have a strong need to
understand the characters of people events and objects they encounter. A marketer might address
this function with facts and comparisons.
Diff: 3
Skill: Application
Learning Obj: 6.4: To understand how to alter consumers' attitudes by making particular needs
prominent.
Learning Outcome: 9: Discuss the techniques marketers use to change consumers' attitudes
AACSB: Application of knowledge

106) Explain how involvement in a purchase situation affects the amount of cognitive
elaboration a consumer will use, which can affect a marketer's success in altering the consumer's
attitudes. Be sure to mention each of the two routes to persuasion in your response.
Answer: The elaboration likelihood model suggests there are two routes to persuasion: a central
route and a peripheral route. The amount of cognitive elaboration related to the processing of
information received via each route is different. When a purchase is important, or high
involvement, a consumer will engage in more information search and evaluation. Therefore, they
will process information via the central route to persuasion and use cognitive processing of
message arguments. On the other hand, low-involvement purchases will require less thought and
information processing, so the consumer is less motivated to exert cognitive effort. Learning
occurs through repetition, the passive processing of visual cues, and holistic perceptions. Low-
involvement purchases are more likely to provoke consumers to apply simple decision rules,
while high-involvement purchases are more likely to provoke consumers to use attribute-based
information to evaluate options.
Diff: 2
Skill: Concept
Learning Obj: 6.5: To understand the role of cognitive elaboration in altering attitudes.
Learning Outcome: 9: Discuss the techniques marketers use to change consumers' attitudes
AACSB: Reflective thinking

35
Copyright © 2015 Pearson Education, Inc.
107) How can marketers utilize the knowledge function to influence the basic motivational
function?
Answer: Individuals have a strong need to know and understand the people and things they
encounter. The consumer's need to know is a cognitive need, so marketers need to focus on how
they position the product in an attempt to satisfy that need to know and improve the consumer's
attitude toward the brand. Marketers need to point out how their product is superior to other
products and point out the attributes in comparison with other brands.
Diff: 2
Skill: Application
Learning Obj: 6.4: To understand how to alter consumers' attitudes by making particular needs
prominent.
Learning Outcome: 9: Discuss the techniques marketers use to change consumers' attitudes
AACSB: Application of knowledge

108) What is cognitive dissonance and when does it happen?

Answer: Cognitive dissonance is discomfort that occurs when a consumer holds conflicting
thoughts about a belief or an attitude object. Usually consumers make purchase decisions and
then feel that other brands could have satisfied their needs better. Cognitive dissonance can
happen before or after the purchase. When it happens after the purchase takes place, it is known
as post-purchase dissonance.
Diff: 2
Skill: Concept
Learning Obj: 6.6: To understand how attitudes can precede behavior in the form of cognitive
dissonance and resolving conflicting attitudes.
Learning Outcome: 9: Discuss the techniques marketers use to change consumers' attitudes
AACSB: Reflective thinking

109) What is the foot-in-the door technique? Give an example.

Answer: Theorists believe that the foot-in-the-door technique occurs in situations in which
consumer compliance with a minor request affects subsequent compliance with a more
substantial request. This strategy is based on the premise that individuals look at their prior
behavior and conclude that they are the kind of person who says yes to such requests.

An example would be someone who donates five dollars to cancer research might be persuaded
to donate a much larger amount when properly approached.
Diff: 2
Skill: Application
Learning Obj: 6.7: To understand the ways people assign causality to events and apply this
knowledge to consumer behavior.
Learning Outcome: 9: Discuss the techniques marketers use to change consumers' attitudes
AACSB: Application of knowledge

36
Copyright © 2015 Pearson Education, Inc.
Test bank for Consumer Behavior 11e by Schiffman 0132544369

110) Briefly describe how individuals analyze self-attributions and provide an example.
Answer: Three factors that are likely to be considered as individuals seek reinforcement for the
causality of their attributions include distinctiveness, consistency, and consensus. Student
examples may vary. One example from the text describes a scenario wherein an amateur
photographer thinks photos printed on the latest HP printer look better than when printed by
other printers. To test distinctiveness, he might wonder if others notice the difference as well. To
test consistency over time and varied situations, he might wonder about the superiority of the
printer in other contexts. To test consensus, he might wonder what his friends would think.
Diff: 2
Skill: Application
Learning Obj: 6.7: To understand the ways people assign causality to events and apply this
knowledge to consumer behavior.
Learning Outcome: 9: Discuss the techniques marketers use to change consumers' attitudes
AACSB: Application of knowledge

37
Copyright © 2015 Pearson Education, Inc.

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