Ch.7 Test Questions & Answers Attitudes And Behaviors

Chapter 7: Attitudes and Behaviors

Type: multiple choice question

Title: Chapter 07 Question 01

1) _______ is a learned predisposition to respond in a consistently favorable or unfavorable manner in relation to some object.

Feedback: Page reference: What Is an Attitude?

Learning objective: 7.1

a. The knowledge function

b. Cognitive dissonance

c. An attitude

d. A decision rule

Type: multiple choice question

Title: Chapter 07 Question 02

2) The thing about which an attitude is held is the

Feedback: Page reference: What Is an Attitude?

Learning objective: 7.2

a. attitude object.

b. subjective norm.

c. planned behavior.

d. motivation to comply.

Type: multiple choice question

Title: Chapter 07 Question 03

3) The _______ component of attitudes concerns all of the emotional connections the consumer has with the attitude object.

Feedback: Page reference: The Building Blocks of Attitudes

Learning objective: 7.2

a. affective

b. normative

c. cognitive

d. behavioral

Type: multiple choice question

Title: Chapter 07 Question 04

4) The _______ component of attitudes refers to the actions or associated with the attitude object.

Feedback: Page reference: The Building Blocks of Attitudes

Learning objective: 7.2

a. behavioral

b. affective

c. normative

d. cognitive

Type: multiple choice question

Title: Chapter 07 Question 05

5) The _______ component of attitudes encompasses all of the beliefs, knowledge, and thoughts the individual has about the attitude object.

Feedback: Page reference: The Building Blocks of Attitudes

Learning objective: 7.2

a. behavioral

b. cognitive

c. normative

d. affective

Type: multiple choice question

Title: Chapter 07 Question 06

6) The most important or relevant beliefs to the consumer are called _______ beliefs.

Feedback: Page reference: The Building Blocks of Attitudes

Learning objective: 7.2

a. utilitarian

b. conjunctive

c. affective

d. salient

Type: multiple choice question

Title: Chapter 07 Question 07

7) Behaviors and behavioral _______ both fall under the broad category of the behavioral component of attitudes.

Feedback: Page reference: The Building Blocks of Attitudes

Learning objective: 7.2

a. knowledge

b. control

c. intentions

d. elaborations

Type: multiple choice question

Title: Chapter 07 Question 08

8) Emotional reactions are a part of the _______ component of an attitude.

Feedback: Page reference: The Building Blocks of Attitudes

Learning objective: 7.2

a. normative

b. affective

c. cognitive

d. behavioral

Type: multiple choice question

Title: Chapter 07 Question 09

9) Which hierarchy assumes that the consumer is highly engaged in a rational decision-making process?

Feedback: Page reference: The Building Blocks of Attitudes

Learning objective: 7.2

a. The high-involvement hierarchy

b. The behavioral hierarchy

c. The low-involvement hierarchy

d. The emotional hierarchy

Type: multiple choice question

Title: Chapter 07 Question 10

10) Which theory suggests that consumers seek balance between themselves, an attitude object, and some other important person or object?

Feedback: Page reference: The Purpose and Role of Attitudes

Learning objective: 7.3

a. The functional theory of attitudes

b. The theory of planned behavior

c. The balance theory of attitudes

d. The theory of reasoned action

Type: multiple choice question

Title: Chapter 07 Question 11

11) For balance to occur, the three links, when multiplied together, must result in a _______ outcome.

Feedback: Page reference: The Purpose and Role of Attitudes

Learning objective: 7.3

a. negative

b. planned

c. neutral

d. positive

Type: multiple choice question

Title: Chapter 07 Question 12

12) _______ is a state of being in which the individual has beliefs, attitudes, or behaviors that are out of balance.

Feedback: Page reference: The Purpose and Role of Attitudes

Learning objective: 7.3

a. Social compliance

b. Planned obsolescence

c. Behavioral confliction

d. Cognitive dissonance

Type: multiple choice question

Title: Chapter 07 Question 13

13) To reduce feelings of dissonance, consumers will change their beliefs, attitudes, or behaviors in an effort to achieve

Feedback: Page reference: The Purpose and Role of Attitudes

Learning objective: 7.3

a. recognition.

b. acceptance.

c. balance.

d. closure.

Type: multiple choice question

Title: Chapter 07 Question 14

14) Which theory is used to understand the motives of attitude formation?

Feedback: Page reference: The Purpose and Role of Attitudes

Learning objective: 7.3

a. The functional theory of attitudes

b. The theory of planned behavior

c. The balance theory of attitudes

d. The theory of reasoned action

Type: multiple choice question

Title: Chapter 07 Question 15

15) The _______ function proposes that consumers seek maximum utility and value from their consumption.

Feedback: Page reference: The Purpose and Role of Attitudes

Learning objective: 7.3

a. knowledge

b. utilitarian

c. value-expressive

d. ego-defensive

Type: multiple choice question

Title: Chapter 07 Question 16

16) The _______ function proposes that attitudes perform the function of protecting or enhancing a consumer’s self-image.

Feedback: Page reference: The Purpose and Role of Attitudes

Learning objective: 7.3

a. knowledge

b. value-expressive

c. utilitarian

d. ego-defensive

Type: multiple choice question

Title: Chapter 07 Question 17

17) The _______ function is concerned with the drive to project important aspects of the actual self and possible selves.

Feedback: Page reference: The Purpose and Role of Attitudes

Learning objective: 7.3

a. ego-defensive

b. utilitarian

c. value-expressive

d. knowledge

Type: multiple choice question

Title: Chapter 07 Question 18

18) The _______ function is driven by the underlying human need to have an accurate, meaningful, stable, and organized view of the world.

Feedback: Page reference: The Purpose and Role of Attitudes

Learning objective: 7.3

a. knowledge

b. value-expressive

c. utilitarian

d. ego-defensive

Type: multiple choice question

Title: Chapter 07 Question 19

19) An anti-aging moisturizer protects and enhances a consumer’s self-image by helping to reduce the signs of aging. What function does this product perform for the consumer?

Feedback: Page reference: The Purpose and Role of Attitudes

Learning objective: 7.3

a. A utilitarian function

b. A value-expressive function

c. An ego-defensive function

d. A knowledge function

Type: multiple choice question

Title: Chapter 07 Question 20

20) Each of the three main theories of attitudes is referred to as a(n)

Feedback: Page reference: The Three Main Theories of Attitudes

Learning objective: 7.3

a. utilitarian function.

b. multiattribute attitude model.

c. perceived behavioral control.

d. motivation to comply.

Type: multiple choice question

Title: Chapter 07 Question 21

21) When buying an apple, a consumer thinks that it is very important that an apple is juicy, fresh, and locally sourced. This is an example of which element of the miltiattribute model?

Feedback: Page reference: The Three Main Theories of Attitudes

Learning objective: 7.3

a. Perceptions

b. Beliefs

c. Augmentation

d. Evaluations

Type: multiple choice question

Title: Chapter 07 Question 22

22) Which multiattribute model states that attitudes are based on two things: the beliefs that a product has a set of attributes and the evaluations of those attributes?

Feedback: Page reference: The Three Main Theories of Attitudes

Learning objective: 7.3

a. The planned behavior model

b. The theory of reasoned action model

c. The expectancy-value model

d. The elaboration likelihood model

Type: multiple choice question

Title: Chapter 07 Question 23

23) The purpose of multiattribute approaches are to _______ express the relationship between the model’s components.

Feedback: Page reference: The Three Main Theories of Attitudes

Learning objective: 7.3

a. quantitatively

b. visually

c. qualitatively

d. subjectively

Type: multiple choice question

Title: Chapter 07 Question 24

24) Which multiattribute model focuses on attitudes toward a behavior, rather than an attitude about a product or behavior?

Feedback: Page reference: The Three Main Theories of Attitudes

Learning objective: 7.3

a. The theory of reasoned action

b. The theory of planned behavior

c. The expectancy-value model

d. The elaboration likelihood model

Type: multiple choice question

Title: Chapter 07 Question 25

25) What are subjective norms?

Feedback: Page reference: The Three Main Theories of Attitudes

Learning objective: 7.3

a. A consumer’s emotional connection with the brand

b. A consumer’s assessment of how a behavior is view by others

c. A consumer’s desire to enact a given behavior

d. A consumer’s perception of their ability to perform a behavior

Type: multiple choice question

Title: Chapter 07 Question 26

26) What are behavioral intentions?

Feedback: Page reference: The Three Main Theories of Attitudes

Learning objective: 7.3

a. A consumer’s perception of their ability to perform a behavior

b. A consumer’s assessment of how a behavior is view by others

c. A consumer’s emotional connection with the brand

d. A consumer’s desire to enact a given behavior

Type: multiple choice question

Title: Chapter 07 Question 27

27) An individual wants to get a tattoo but is hesitant because of the anticipated negative reaction from their family. This is an example of

Feedback: Page reference: The Three Main Theories of Attitudes

Learning objective: 7.3

a. perceived behavioral control.

b. desirability bias.

c. choice architecture.

d. a subjective norm.

Type: multiple choice question

Title: Chapter 07 Question 28

28) A consumer’s perceptions about whether or not other people believe it is a good idea to engage in a behavior are called

Feedback: Page reference: The Three Main Theories of Attitudes

Learning objective: 7.3

a. behavioral intentions.

b. normative beliefs.

c. episodic perceptions.

d. motivations to comply.

Type: multiple choice question

Title: Chapter 07 Question 29

29) The extent to which an individual feels driven to conform to the subjective preferences of other people is known as

Feedback: Page reference: The Three Main Theories of Attitudes

Learning objective: 7.3

a. cognitive dissonance.

b. perceived behavioral control.

c. episodic perception.

d. the motivation to comply.

Type: multiple choice question

Title: Chapter 07 Question 30

30) _______ represent(s) the confidence a consumer has in his or her own abilities and skills.

Feedback: Page reference: The Three Main Theories of Attitudes

Learning objective: 7.3

a. Decision rules

b. Subjective preferences

c. Motivation to comply

d. Perceived behavioral control

Type: multiple choice question

Title: Chapter 07 Question 31

31) The purpose of the theory of planned behavior is to provide an understanding of consumer perceptions and behaviors plus the variable of

Feedback: Page reference: The Three Main Theories of Attitudes

Learning objective: 7.3

a. perceived behavioral control.

b. motivation to comply.

c. episodic perception.

d. subjective preference.

Type: multiple choice question

Title: Chapter 07 Question 32

32) Compensatory and noncompensatory models are two types of

Feedback: Page reference: The Three Main Theories of Attitudes

Learning objective: 7.4

a. evaluation of change.

b. decision rules.

c. emotional resonance.

d. perceived behavioral control.

Type: multiple choice question

Title: Chapter 07 Question 33

33) In a(n) _______ model, the components are combined in such a way that a low score on one component is compensated by a higher score on another.

Feedback: Page reference: The Three Main Theories of Attitudes

Learning objective: 7.4

a. noncompensatory

b. expectancy-value

c. compensatory

d. salient

Type: multiple choice question

Title: Chapter 07 Question 34

34) In a(n) _______ model, one overriding component is dominant in the decision-making process.

Feedback: Page reference: The Three Main Theories of Attitudes

Learning objective: 7.4

a. compensatory

b. salient

c. expectancy-value

d. noncompensatory

Type: multiple choice question

Title: Chapter 07 Question 35

35) When customers use the _______ decision rule, they will choose the brand that achieves the minimum level for each key evaluative attribute.

Feedback: Page reference: The Three Main Theories of Attitudes

Learning objective: 7.4

a. lexicographic

b. elimination-by-aspects

c. conjunctive

d. ego-protective

Type: multiple choice question

Title: Chapter 07 Question 36

36) Using the _______ decision rule, customers rank the product attributes by their importance, select the most important attribute, and then pick the brand that scores highest on that attribute.

Feedback: Page reference: The Three Main Theories of Attitudes

Learning objective: 7.4

a. ego-protective

b. lexicographic

c. elimination-by-aspects

d. conjunctive

Type: multiple choice question

Title: Chapter 07 Question 37

37) The _______ decision rule ranks attributes by importance and sets a minimum acceptable cutoff point for each attribute.

Feedback: Page reference: The Three Main Theories of Attitudes

Learning objective: 7.4

a. elimination-by-aspects

b. lexicographic

c. conjunctive

d. ego-protective

Type: multiple choice question

Title: Chapter 07 Question 38

38) A car company is trying to convince consumers that automatic parking capabilities are extremely important in a car. Typically, consumers do not consider this feature when purchasing a car. This is an example of which behavioral change strategy?

Feedback: Page reference: The Three Main Theories of Attitudes

Learning objective: 7.4

a. Change an evaluation

b. Change a belief

c. Change perceived behavioral control

d. Change a normative belief

Type: multiple choice question

Title: Chapter 07 Question 39

39) Which model describes a process by which consumers think about and mentally process communication messages?

Feedback: Page reference: Attitude and Behavior Change

Learning objective: 7.4

a. Expectancy-value

b. Elimination-by-aspects

c. Ego defensive

d. Elaboration likelihood

Type: multiple choice question

Title: Chapter 07 Question 40

40) The _______ describes the depth of thought that a consumer engages in when exposed to a communication message.

Feedback: Page reference: Attitude and Behavior Change

Learning objective: 7.5

a. subjective norm

b. behavioral intention

c. elaboration continuum

d. affective component

Type: multiple choice question

Title: Chapter 07 Question 41

41) Which type of processing occurs when a highly involved consumer pays attention to the information, carefully evaluates it, integrates it with existing knowledge, and develops an attitude based on logical reasoning?

Feedback: Page reference: Attitude and Behavior Change

Learning objective: 7.5

a. Behavioral intention

b. Value-expressive function

c. Attitude adjustment

d. Central route

Type: multiple choice question

Title: Chapter 07 Question 42

42) Peripheral route processing is taken by consumers who

Feedback: Page reference: Attitude and Behavior Change

Learning objective: 7.5

a. intend to interact with a product.

b. have low levels of involvement.

c. are involved in researching a product.

d. think that a product will be useful.

Type: multiple choice question

Title: Chapter 07 Question 43

43) Consumers who use the central route for processing

Feedback: Page reference: Attitude and Behavior Change

Learning objective: 7.5

a. are not interested in a product.

b. make instinctive purchases.

c. make greater use of product related information.

d. have low levels of involvement.

Type: multiple choice question

Title: Chapter 07 Question 44

44) If a company uses an ad that provides detailed information about a new product, the ad encourages

Feedback: Page reference: Attitude and Behavior Change

Learning objective: 7.5

a. peripheral route processing.

b. perceived behavioral control.

c. central route processing.

d. conjunctive decisions.

Type: multiple choice question

Title: Chapter 07 Question 45

45) Marketers of low involvement products know that many everyday purchases involve peripheral route processing, thus they construct ads that

Feedback: Page reference: Attitude and Behavior Change

Learning objective: 7.5

a. offer detailed product information.

b. create controversy.

c. are only intended to attract attention.

d. are indistinct.

Type: essay/short answer question

Title: Chapter 07 Question 46

46) What are attitudes? Identify the four key components of the definition of attitudes?

Feedback:

• An attitude is your overall opinion or evaluation of something
• Attitudes are learned
• Attitudes have an evaluative dimension.
• An attitude has intensity
• Attitudes do not tend to change much over time or across context

Page reference: What Is an Attitude?

Learning objective: 7.1

Type: essay/short answer question

Title: Chapter 07 Question 47

47) Define the different hierarchies of effects. Why is it important that marketers identify which hierarchy of effects is most relevant to them?

Feedback:

• High involvement—the consumer engages in extensive research to develop beliefs
• Low-involvement—the consumer draws on limited knowledge
• Behavioral—the consumer reacts to the consumption context
• Emotional—the consumer is concerned with the experiential aspects of the consumption context
• To plan more meaningful and impactful strategies

Page reference: The Building Blocks of Attitudes

Learning objective: 7.2

Type: essay/short answer question

Title: Chapter 07 Question 48

48) What is the balance theory of attitudes? Give an example from a consumer’s perspective.

Feedback:

• The balance theory of attitudes suggests that consumers seek balance between themselves, an attitude object, and some other important person or object
• When the elements are unbalanced, consumers will adjust their perceptions to bring them back into balance

Page reference: The Purpose and Role of Attitudes

Learning objective: 7.3

Type: essay/short answer question

Title: Chapter 07 Question 49

49) What is cognitive dissonance? Why is it an important concept of consumer behavior?

Feedback:

• Cognitive dissonance is a state of being in which the individual has beliefs, attitudes, or behaviors that are out of balance
• Cognitive dissonance recognizes that individuals need consistency or consonance between their beliefs, attitudes, and behavior
• To reduce feelings of dissonance, consumers will change their beliefs, attitudes, or behaviors in an effort to achieve balance

Page reference: The Purpose and Role of Attitudes

Learning objective: 7.3

Type: essay/short answer question

Title: Chapter 07 Question 50

50) Identify and define the three elements of each multiattribute model. What do multiattribute models offer to marketers?

Feedback:

• Attributes—the characteristics or features of the attitude object
• Beliefs—the consumer’s knowledge about the extent to which the object has the attribute
• Evaluations—the consumer’s assessment of importance for each of these attributes
• A way for marketers to unpack the elements of a consumer’s overall attitude toward a product and use the information to predict behavior

Page reference: The Three Main Theories of Attitudes

Learning objective: 7.3

Type: essay/short answer question

Title: Chapter 07 Question 51

51) Provide two detailed examples of a compensatory decision rule.

Feedback:

• The components are combined in such a way that a low score on one component is compensated by a higher score on another
• A “negative” component is compensated by a “positive” component

Page reference: The Three Main Theories of Attitudes

Learning objective: 7.4

Type: essay/short answer question

Title: Chapter 07 Question 52

52) Multiattribute models can be cumbersome and difficult for marketers to administer. Why?

Feedback:

• A large number of items to be measured, the surveys are lengthy, and respondents experience fatigue
• Predictive power is reduced when consumers have only weak opinions and are only vaguely aware of the opinions of others

Page reference: The Three Main Theories of Attitudes

Learning objective: 7.4

Type: essay/short answer question

Title: Chapter 07 Question 53

53) Give an example of how a marketing manager can change a consumer’s evaluation of a car. Outline the consumer’s original evaluation, why that evaluation needs to be changed, and how this can be accomplished.

Feedback:

• Change the degree to which consumers view the belief is important

Page reference: The Three Main Theories of Attitudes

Learning objective: 7.5

Type: essay/short answer question

Title: Chapter 07 Question 54

54) Provide an example of how a marketing manager can change a consumer’s motivation to comply. Choose a product and outline the consumer’s original motivation, why this motivation needs to be changed, and how that can be accomplished.

Feedback:

• Change a consumer’s motivation to go along with the wishes of an important person in their life

Page reference: The Three Main Theories of Attitudes

Learning objective: 7.5

Type: essay/short answer question

Title: Chapter 07 Question 55

55) What is the elaboration likelihood model? What is an important feature of this model? Why? Give an example.

Feedback:

• The process by which consumers think about and mentally process communication messages
• The elaboration continuum, which describes the depth of thought, or elaboration, that a consumer engages in when exposed to a communications message

Page reference: Attitude and Behavior Change

Learning objective: 7.5

Type: essay/short answer question

Title: Chapter 07 Question 56

56) How can a marketer change the basic motivational function?

Feedback:

• The approach to attitude change starts with a clear understanding of the motivational needs driving the initial attitude formation.
• Then, a variety of communications techniques can be used to alter the function for the consumer
• After a time, if the consumer shifts the motivational function to a more value-expressive one, it might be easier to get the consumer to also shift important behavioral intentions

Page reference: Attitude and Behavior Change

Learning objective: 7.5

Type: essay/short answer question

Title: Chapter 07 Question 57

57) Explain the functional theory of attitudes. Identify and define the four important functions for consumers. Give an example of how marketers can use these insights to communicate with consumers.

Feedback:

• The functional theory of attitudes seeks to understand the motives and functions of attitude formation
• The four main functions that attitudes can perform are utilitarian, value-expressive, ego-defensive, and knowledge base
• The utilitarian function proposes that consumers seek maximum utility and value from their consumption
• The ego-defensive function examines how attitudes perform the function of defending or enhancing a consumer’s self-image
• The value-expressive function is characterized by consumers who use products and brands to express important aspects of the self
• The knowledge function is driven by the underlying human need to have an accurate, meaningful, stable, and organized view of the world

Page reference: The Purpose and Role of Attitudes

Learning objective: 7.3

Type: essay/short answer question

Title: Chapter 07 Question 58

58) What is the difference between compensatory and noncompensatory models? Define conjunctive, lexicographic, and elimination-by-aspects decision rules. Give an example of each.

Feedback:

• In compensatory models the components are combined in such a way that a low score on one component is compensated by a higher score on another
• Noncompensatory models have one overriding component is dominant in the decision-making process
• When customers use the conjunctive decision rule, they will choose the brand that achieves the minimum level for each key evaluative attribute
• Using the lexicographic decision rule, customers rank the product attributes by their importance, select the most important attribute, and then pick the brand that scores highest on that attribute
• The elimination-by-aspects decision rule ranks attributes by importance and sets a minimum acceptable cutoff point for each attribute

Page reference: The Three Main Theories of Attitudes

Learning objective: 7.4

Type: essay/short answer question

Title: Chapter 07 Question 59

59) Identify and define the seven strategies to change behavioral intentions laid out in the text. Why would a marketer want to change behavioral intentions and how can it be accomplished? Provide specific examples.

Feedback:

• Change a belief
• Change an evaluation
• Add a new belief
• Change a normative belief
• Change a motivation to comply
• Add a new normative belief
• Change perceived behavioral control

Page reference: The Three Main Theories of Attitudes

Learning objective: 7.5