Chapter 8: Consumer Attitude Formation and Change

Multiple Choice Questions:

1. Whenever we are asked whether we like or dislike a product, a service, a particular
retailer, a specific direct marketer, or an advertising theme, we are being asked to
express our _____.
a. intention to buy
b. attitudes
c. perceptions
d. cognitions
e. experience
(b; Application, Easy, p. 236)
2. _____ is frequently undertaken to determine whether consumers will accept a
proposed new-product, idea, to gauge why a firms target audience has not reacted
more favorably to its new promotional theme, or to learn how target consumers are
likely to react to a proposed change in the firms packaging design.
a. Attribution
b. Cognitive dissonance
c. Direct experience
d. Situational influence
e. Attitude research
(e; Application, Easy, p. 236)
3. 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
(a; Fact, Easy, p. 238)
4. John is conducting research on American attitudes to cars imported from Europe,
particularly Volkswagen, Volvo, Mercedes, and BMW. This research is said to be
_____.
a. experientially directive
b. attitude-changing
c. object specific
d. attributional
e. cognitive
(c; Application, Moderate, p. 238)

154

5. Attitudes might propel consumers toward a particular behavior or repel them away
from a particular behavior, therefore attitudes have a _____ quality.
a. behavioral
b. motivational
c. threatening
d. driving
e. defensive
(b; Understanding, Challenging, p. 238)
6. While consumer attitudes are relatively consistent with the behavior they reflect,
_____ can result in inconsistency between attitudes and behavior.
a. subjective norms
b. attitude-change strategies
c. internal attribution
d. situational influences
e. niche marketing
(d; Understanding, Moderate, p. 239)
7. _____ refers to events or circumstances, at a particular point in time, that influence
the relationship between attitude and behavior.
a. Situation
b. Intention
c. Investment
d. Attitude
e. Experience
(a; Fact, Easy, p. 239)
8. 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
(b; Fact, Moderate, p. 241)
9. _____ 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
(c; Understanding, Easy, p. 242)

155

10. The _____ component of the tricomponent attitude model includes a consumers
emotions or feelings about a particular product or brand.
a. conative
b. objective
c. cognitive
d. affective
e. situational
(d; Fact, Easy, p. 242)
11. _____ 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
(e; Fact, Moderate, p. 243-244)
12. In marketing and consumer research, the conative component of the tricomponent
attitude model is frequently treated as an expression of the consumers _____.
a. attitude
b. level of familiarity
c. intention to buy
d. attitude toward the object
e. ego-defensive function
(c; Application, Challenging, p. 244)
13. _____ asses 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
(b; Fact, Easy, p. 244)
14. _____ 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
(a; Fact, Challenging, p. 244)

156

15. 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
(e; Fact, Easy, p. 244)
16. According to the attitude-toward -object model, the consumers 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 consumers intention to behave in a certain way
e. consumers subjective norms
(c; Fact, Moderate, p. 244)
17. 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
(c; Application, Challenging, p. 244)
18. 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
(d; Application, Challenging, p. 245)
19. According to the _____, to understand consumers intentions we also need to measure
the subjective norms that influence an individuals 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
(a; Fact, Moderate, p. 246)

157

20. _____ involve both the beliefs that the consumer attributes to relevant others, such as
friends and parents, and the consumers 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
(b; Understanding, Moderate, p. 246)
21. The _____ is designed to account for cases in which the action or outcome is desired
but not certain, and reflects the consumers 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
(b; Fact, Easy, p. 246-247)
22. In the theory of trying to consume, the consumers 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
(b; Fact, Challenging, p. 247)
23. According to the attitude toward the ad, 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 their likelihood of purchasing the product
e. he is more likely to attribute satisfaction with the product internally
(a; Understanding, Moderate, p. 247)
24. The primary means by which attitudes toward goods and services are formed is
through _____.
a. vicarious learning
b. environment
c. direct experience
d. genetic predisposition
e. self defense
(c; Fact, Easy, p. 251)

158

25. 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
(e; Application, Moderate, p. 251)
26. Niche marketing is also sometimes called _____.
a. attitude research
b. attribution
c. value expression
d. micromarketing
e. dual mediation
(d; Fact, Easy, p. 251)
27. Direct marketing efforts have an excellent chance of favorably influencing target
consumers attitudes because _____.
a. direct marketing is favorably looked upon
b. the mass scale of direct marketing makes it a dominant player
c. the products and services offered are highly targeted to the individuals needs and
concerns
d. Internet advertising is too cluttered
e. direct marketing is more likely to result in external attribution of positive
experiences with the product to the product itself
(c; Understanding, Moderate, p. 251)
28. 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
(a; Understanding, Moderate, p. 251)
29. 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 productrelated information
c. form negative attitudes towards ads that are rich in product information
d. feel neutral towards ads that feature attractive models or product information
e. feel neutral toward ads that are rich in product-related information
(b; Understanding, Moderate, p. 252)

159

30. Which of the following types of companies is most likely to go after an attitude
change market strategy?
a. the industry leader
b. major competitor of the leader
c. small start-up business
d. a large firm in a small industry
e. a company with significant consumer goodwill
(b; Application, Challenging, p. 253)
31. 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
(b; Application, Moderate, p. 253)
32. With its slogan Because self-confidence is priceless, Iron Band Deodorant is trying
attract customers by emphasizing the brands _____.
a. ego-defensive function
b. utilitarian function
c. value-expressive function
d. knowledge function
e. intention function
(a; Application, Moderate, p. 253)
33. One of the strategies for changing consumer attitudes is changing the basic
motivational function using four different functions. 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. ego-defensive
b. knowledge
c. utilitarian
d. value-expressive
e. intention
(a; Application, Moderate, p. 253)

160

34. Marketers that attempt to satisfy consumers need to know and emphasizing the
advantages of their products over competitive brands are relying on the _____ in their
advertising to improve consumers attitudes toward their brand.
a. ego-defensive function
b. utilitarian function
c. value-expressive function
d. knowledge function
e. intention function
(d; Understanding, Moderate, p. 255)
35. One of the strategies for changing consumer attitudes is changing the basic
motivational function using four different functions. An example of the _____
function 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
(b; Application, Moderate, p. 255)
36. Ben & Jerrys is well recognized for giving 7.5 percent of its pretax profits to a
variety of causes and giving small grants to community groups in Vermont. They are
trying to change consumer attitudes through _____.
a. resolving two conflicting attitudes
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 consumer attribution patterns
(b; Application, Easy, p. 256)
37. If Tom is looking to lose weight by cutting carbohydrates out of his diet, particularly
from regular sodas, but has a negative attitude towards diet sodas and does not drink
them because he believes they do not taste like regular, what strategy can a company
use to ensure Tom that their diet tastes just like regular?
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
(a; Application, Moderate, p. 259)

161

38. When marketers try to persuade regular tea drinkers to cross over to becoming
herbal tea drinkers, the company must utilize a strategy that _____
a. changes the relative evaluation of attributes.
b. changes brand beliefs.
c. informs consumers that it has added an attribute.
d. changes the overall rating of a brand.
e. alleviates consumers cognitive dissonance
(a; Application, Moderate, p. 259)
39. When HP challenges the notion that computers do not have to be difficult to use by
stating that their product is as simple as duh, it is altering a component of the
multiattribute model to change attitudes; which strategy is it using?
a. changing the relative evaluation of attributes
b. changing brand beliefs
c. adding an attribute
d. changing the overall brand rating
e. changing consumers subjective norms
(b; Application, Moderate, p. 259)
40. If Yoplait decides to point out that their yogurt has more potassium than a banana,
which strategy of attitude change are they following?
a. changing the relative evaluation of attributes
b. changing brand beliefs
c. adding an attribute
d. changing the overall brand rating
e. changing consumers subjective norms
(c; Application, Moderate, p. 261)
41. The largest selling brand and the one all others try to imitate are claims used by
companies trying to change attitudes by using the following strategy:
a. changing the relative evaluation of attributes
b. changing brand beliefs
c. adding an attribute
d. changing the overall brand rating
e. changing consumers subjective norms
(d; Application, Moderate, p. 262-263)
42. When Advil makes a dramatic assertion that it has product superiority over Tylenol by
claiming it lasts longer and is gentler, it is using the following attitude change
strategy:
a. changing the relative evaluation of attributes
b. changing brand beliefs
c. changing beliefs about competitor brands
d. changing the overall brand rating
e. changing consumers subjective norms
(c; Application, Moderate, p. 263)

162

43. 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
(c; Fact, Moderate, p. 263)
44. 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 _____..
a. central route
b. celebrity endorsement
c. peripheral route
d. functional approach
e. dual mediation model
(a; Fact, Moderate, p. 263)
45. The _____ acknowledges the possibility that the central rout to persuasion can be
influenced by a peripheral cue.
a. multiattribute attitude model
b. tricomponent attitude model
c. trying-to-consume model
d. functional approach
e. dual mediation model
(e; Fact, Challenging, p. 263)
46. 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
(b; Fact, Moderate, p. 264)

163

47. 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. postpurchase dissonance
e. situational influence
(d; Application, Moderate, p. 264)
48. 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. postpurchase dissonance
b. emotionally charged states
c. defensive attribution
d. subjective norms
e. attitude formation
(a; Fact, Challenging, p. 264)
49. _____ 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
(c; Fact, Easy, p. 264)
50. _____ 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
(a; Fact, Moderate, p. 265)

164

51. If a student observes that she routinely purchases the Des Moines Register on her way
to class, she is apt to conclude that she like the Des Moines Register. This is an
example of how the _____ helps make inferences about ones behavior.
a. Elaboration Likelihood Model
b. attribution theory
c. self-perception theory
d. defensive attributions theory
e. formation theory
(c; Application, Challenging, p. 265)
52. When a 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
(b; Fact, Easy, p. 265)
53. 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
(d; Fact, Easy, p. 265)
54. 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 ors 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
(c; Application, Challenging, p. 266)

165

55. One of the criterions 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
(d; Understanding, Challenging, p. 267)
Multiple Choice Mini Cases:
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 driving station wagons because he feels that they are Mom-mobiles
that consign their drivers to a life of carpools 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 wifes 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.
56. In the CAR MINI CASE, Carls initial attitude toward station wagons is best
described why which of the following multiattribute attitude models?
a. attitude-toward-behavior model
b. trying-to-consume model
c. theory-of-reasoned-action model
d. attitude-toward-object model
e. attitude-toward-ad model
(a; Application, Challenging, p. 245)
57. In the CAR MINI CASE, Subarus method for changing Carls attitude constitutes
_____?
a. changing the relative evaluation of attributes
b. changing brand beliefs
c. adding an attribute
d. changing the overall brand rating
e. changing consumers subjective norms
(b; Application, Challenging, p. 259)

166

58. In the CAR MINI CASE, Subarus advertising most closely adheres to the _____.
a. elaboration likelihood model
b. trying-to-consume model
c. dual mediation model
d. attitude-toward-the-ad model
e. buyer intention model
(c; Application, Challenging, p. 263)
59. In the CAR MINI CASE, Carls reconsideration of brand choice after he buys a
Subaru constitutes _____.
a. buying intention
b. niche marketing
c. indirect experience
d. defensive attribution
e. postpurchase dissonance
(e; Application, Moderate, p. 264)
COFFEE MINI CASE: Linda is a heavy coffee drinker and a friend recommends that she
try the delicious coffee at Sunrise Coffee, a new coffee house in town. 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 doesnt 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 Sunshine and decides to go again.
60. In the COFFEE MINI CASE, Lindas friend has a positive attitude toward Sunrise
coffee as a result of 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
(c; Application, Challenging, p. 244)
61. In the COFFEE MINI CASE, Lindas 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
(a; Application, Challenging, p. 245)

167

62. 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
(d; Application, Moderate, p. 265)
63. In the COFFEE MINI CASE, Lindas new attitude toward, and repeat patronage of
Sunshine Coffee is a function of the _____ component of the tricomponent attitude
model.
a. utility component
b. affective component
c. defensive component
d. cognitive component
e. conative component
(b; Application, Challenging, p. 242)

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 tradition Irish
music sessions . Like many of his friends, Sean enjoys the feeling the shop 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 pubs slogan: Because being Irish is about more than just St. Paddys
Day.
64. In the PUB MINI CASE, Lances positive attitude toward Celtic Knot is reinforced
by its _____.
a. consensus among his friends
b. consistency over modality
c. distinctiveness
d. consistency over time
e. consistency of intention
(a; Application, Challenging, p. 267)
65. In the PUB MINI CASE, by targeting such a specific market, The Celtic Knot is
engaging in _____.
a. attitude research
b. external attribution
c. niche marketing
d. defensive attribution
e. attitude formation
(c; Application, Challenging, p. 251)
168

66. 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
markets attitudes.
a. utilitarian
b. value-expressive
c. knowledge
d. attribution
e. ego-defensive
(b; Application, Challenging, p. 253)
67. In the PUB MINI CASE, The Celtic Knots advertising posters try to generate
attitudes toward the pub based on _____.
a. the peripheral route to persuasion
b. post purchase dissonance
c. defensive attribution
d. direct experience
e. the central route to persuasion
(e; Application, Challenging, p. 263)
True/False Questions:
68. In addition to being inferable from what people say or what they do, attitudes are also
directly observable.
(False; Understanding, Moderate, p. 238)
69. 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.
(True; Fact, Easy, p. 238)
70. Attitudes are relatively consistent with the behavior they reflect and are permanent.
(False; Understanding, Moderate, p. 238)
71. Attitudes are synonymous with behavior.
(False; Understanding, Challenging, p. 238)
72. The affective component of the tricomponent attitude model is treated by consumer
researchers as capturing an individuals direct or global assessment of the attitude
object.
(True; Understanding, Challenging, p. 242)
73. Emotionally charged states can enhance or amplify positive or negative experiences
and impact later recollections of such experiences and future behavior.
(True; Understanding, Moderate, p. 242)

169

74. In marketing and consumer research, the conative component of the tricomponent
attitude model is frequently treated as an expression of the consumers intention to
buy.
(True; Fact, Moderate, p. 243-244)
75. Responding positively to an intention to buy question with regard to a brand will
increase the likelihood of that consumer purchasing the brand.
(False; Understanding, Challenging, p. 244)
76. Consumers generally have favorable attitudes toward those brands that they believe
have an adequate level of attributes that they evaluate as positive, and they have
unfavorable attitudes toward those brands they feel do not have an adequate level of
desired attributes or have too many negative or undesired attributes.
(True; Understanding, Moderate, p. 244)
77. The appeal of the attitude-toward-behavior model is that it allows researchers to
understand consumers subjective norms and the factors that form them.
(False; Understanding, Challenging, p. 245)
78. Consumers attitudes toward a particular brands advertising are independent of their
beliefs about the brand and do not influence their attitudes toward the brand itself.
(False; Understanding, Challenging, p. 247)
79. If consumers like the ad they see, they are more likely to buy the product.
(True; Fact, Easy, p. 248)
80. The purchase and consumption of a product are necessary for the formation of
attitudes.
(False; Understanding, Easy, p. 249)
81. 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.
(True; Fact, Easy, p. 249)
82. The formation of attitudes is most strongly influenced by family.
(False; Fact, Moderate, p. 249)
83. Direct-marketing efforts have an excellent chance of favorably influencing target
consumers attitudes because the products and services offered and the promotional
messages conveyed are very carefully designed to address the individual segments
needs and concerns.
(True; Understanding, Moderate, p. 251)
84. Emotional appeals most effectively influence attitude formation in consumers who
have product experience.
(False; Understanding, Easy, p. 251)

170

85. For market leaders that enjoy a significant amount of consumer goodwill and loyalty,
the overriding marketing goal is to fortify the existing positive attitudes of consumers
so that they will not succumb to competitors special offers and other inducements
designed to with them over.
(True; Understanding, Moderate, p. 253)
86. 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.
(False; Understanding, Moderate, p. 255)
87. Attitudes are an expression or reflection of the consumers general values, lifestyle,
and outlook.
(True; Fact, Easy, p. 253)
88. Attitudes toward companies can be altered by communicating the civic and public
acts that the companies sponsor and letting the public know about the good they are
trying to do, but attitudes toward the companys products can only be altered through
the products themselves.
(False; Understanding, Challenging, p. 257)
89. Consumers frequently resist evidence that challenges a strongly held attitude or belief
and tend to interpret any ambiguous information in ways that reinforce their
preexisting attitudes.
(True; Understanding, Moderate, p. 260)
90. 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.
(True; Application, Challenging, p. 264)
91. 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.
(False; Application, Moderate, p. 265)
92. 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.
(True; Understanding, Moderate, p. 266)
93. When cognitive dissonance occurs after the purchase it is called postpurchase
dissonance.
(True; Fact, Easy, p. 264)

171

94. If new product users internalize positive experiences with the product, it is more
likely that they ill repeat the behavior and become a satisfied regular user.
(True; Understanding, Moderate, p. 265)
95. Bob used PowerPoint to give a presentation to his Consumer Behavior class. The
professor was particularly impressed with the clarity of Bobs viewgraphs. Bob
attributes his success with the presentation to his skill at using PowerPoint. This is an
example of external attribution.
(False; Application, Moderate, p. 265)
96. Based on the criterion of distinctiveness, the consumer typically attributes an actin to
a particular product or person if the action occurs when the product or person is
present and does not occur in its absence.
(True; Fact, Moderate, p. 267)
97. One of the criterion used to confirm (or disconfirm) prior attitudes is by testing
whether the attitude is consistent over time.
(True; Fact, Easy, p. 267)
Essay Questions:
98. Discuss the three components of the tricomponent attitude model.
Answer:
The first component of the model is the cognitive componentthe 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 consumers emotions or
feelings about a product or brand. These emotions capture the consumers 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.
(Fact, Challenging, p. 241-244)

172

99. One of the multiattribute models is the attitude-toward-behavior model. Explain the
model and give an example.
Answer:
This model tells about the individuals attitude toward behaving or acting with respect
to an object rather than the attitude toward the object itself. For example, Toms
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.
(Understanding, Moderate, p. 245)
100. 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 consumers attempts to
consume.
Here the student can give an example of how a personal or environmental
impediment deterred her from the act of consumption.
(Application, Easy, p. 246-247)
101. 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 towards 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.
(Application, Moderate, p. 247-248)

173

102. What are the four main influencers of attitudes?

Answer:
The primary influencer of consumer attitudes is the consumers direct experience
while trying and evaluating products.
Another major influencer is family and friends and admired individuals. The family
provides us with our basic values and beliefs that we refer to as adults.
The third influencer is highly focused direct marketing. These programs target
smaller consumer niches with carefully personalized offerings and messages that
understand their specific needs and desires.
The final influence on consumer attitudes is mass media. TV, magazines, newspapers
and radio expose people to new ideas, products and opinions which provide an
important source of information that influences consumer attitudes.
(Fact, Challenging, p. 251)
103. Differentiate between the marketing objectives of market leaders versus those of
competitors and identify five strategies that competitors can pursue to accomplish
their objective.
Answer:
For marketers who are fortunate enough to be market leaders and to enjoy a
significant amount of customer goodwill and loyalty, the overriding goal is to fortify
the existing positive attitudes of customers so that they will not succumb to
competitors special offers and other inducements designed to win them over. Most
competitors take aim at the market leaders when developing their marketing
strategies. Their objective is to change the attitudes of the market leaders customers
and win them over. Among the attitude-change strategies that are available to them
are:
a. changing the consumers basic motivational function
b. associating the product with an admired group or event
c. resolving two conflicting attitudes
d. altering components of the multiattribute model
e. changing consumer beliefs about competitors brands
(Understanding, Challenging, p. 253)

174

104. 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 consumers 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 consumers 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.
(Application, Moderate, p. 254-255)
105. How is it possible for marketers to persuade regular cola drinkers to become diet cola
drinkers?
Answer:
Marketers can try to change the relative evaluation of attributes. When a product
category is divided according to distinct product features or benefits, in this case,
taste and calorie differences, marketers should take the opportunity to persuade
consumers to cross over, or prefer the one version of the product, the diet cola, over
the other version by bringing out the new features and benefits of that product choice.
(Application, Challenging, p. 259)
106. 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 postpurchase dissonance.
(Fact. Moderate, p. 264)

175

107. 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.
(Fact, Moderate, p. 266)

176