Quiz 5

1 D 16 A

2 A 17 A

3 B 18 C

4 B 19 C

5 D 20 C

6 C 21 F

7 C 22 F

8 A 23 F

9 A 24 T

10 B 25 T

11 A 26 T

12 D 27 T

13 C 28 F

14 A 29 F

15 D 30 F
MCQs
1) A(n) ________ is a lasting, general
evaluation of people (including oneself),
objects, advertisements, or issues.
A) principle
B) belief
C) theory
D) attitude
2) The ________ function of attitudes
applies when a person is in an ambiguous
situation and needs order, structure, or
meaning.
A) knowledge
B) utilitarian
C) value-expressive
D) ego-defensive
3) Which of the following attitude functions
is associated with a focus on particular
social identities and lifestyles (e.g., "What
sort of man reads Playboy?")?
A) utilitarian
B) value-expressive
C) ego-defensive
D) knowledge
4) What do the "A, B, Cs" of the ABC
model of attitudes stand for?
A) attitude, business, and consumption
B) affect, behavior, and cognition
C) assumptions, best practices, conditions
D) approval, behavior, context
5) According to the basic ABC model of
attitudes, ________ refers to the beliefs a
consumer has about an attitude object.
A) affect
B) conditions
C) approval
D) cognition
6) What is the first step in the standard
learning hierarchy approach?
A) affect
B) intentions
C) cognition
D) behavior
7) The ________ hierarchy assumes the
consumer does not initially have a strong
preference for one brand over another.
Instead, a consumer acts on the basis of
limited knowledge and then forms an
evaluation only after the product has been
purchased or used.
A) experiential
B) habitual
C) low-involvement
D) standard learning
8) According to the ________ hierarchy, the
consumer considers purchases based on an
attitude of hedonic consumption (such as
how the product makes him or her feel or
the fun its use will provide).
A) experiential
B) habitual
C) low-involvement
D) standard learning
9) Researchers agree that there are various
levels of commitment to an attitude. The
highest level of involvement is ________.
A) internalization
B) identification
C) compliance
D) actualization
10) The theory of cognitive dissonance is
based on the ________.
A) knowledge function
B) principle of cognitive consistency
C) principle of cognitive-affect conflict
D) self-identification function
11) Which theory of attitudes states that
people are motivated to take action to
resolve inconsistencies between attitudes
and behaviors?
A) theory of cognitive dissonance
B) self-perception theory
C) social judgment theory
D) balance theory
12) Which theory of attitudes assumes that
people use observations of their own
behavior to determine what their attitudes
are?
A) theory of cognitive dissonance
B) balance theory
C) social judgment theory
D) self-perception theory
13) Which theory of attitudes assumes that
people assimilate new information about
attitude objects in light of what they already
know and feel, using an initial attitude as a
frame of reference to categorize new
information?
A) theory of cognitive dissonance
B) multiattribute theory
C) social judgment theory
D) self-perception theory
14) The balance theory perspective involves
relations among three elements (a triad).
Which of the following is one of the
elements of the triad?
A) a person and his or her perceptions
B) the marketer and its strategy of image
building
C) a person's beliefs
D) subconscious motives
15) All multiattribute attitude models
specify the importance of three elements.
Two of those elements are attributes and
beliefs. What is the third element?
A) action variables
B) motivations
C) recency of events
D) importance weights
16) According to the Fishbein model, one of
the components of attitude is the ________
people have about an Ao.
A) salient beliefs
B) subconscious beliefs
C) latitude of acceptance
D) latitude of rejection
17) Despite improvements to the Fishbein
model, all of the following are considered
obstacles to predicting behavior using this
model EXCEPT which one?
A) The model has relatively weak theorems
about attitudes.
B) The model deals with actual behavior,
not with the outcomes of behavior.
C) Some behavioral outcomes are beyond
the consumer's control.
D) Measures of attitude often do not
correspond to the behavior they are
supposed to predict.
18) Kanisha is confronted with a strange set
of products during her most recent visit to
the cosmetics counter at her favorite
department store. Urban Grunge nail polish
is "hot, hot, hot" according to recent ads.
Kanisha likes the idea of a new nail polish
but is unsure about the image that might be
projected by the dull colors of the nail polish
line. With such names as Street Slime,
Garbage Goo, and Trash Can, caution might
be the right move. Which of the following
attitude functions most closely matches
Kanisha's purchase decision?
A) utilitarian function
B) elaboration function
C) ego-defensive function
D) knowledge function
19) Simi Ghandi is never quite sure which
brand of gum to buy. She tries some, likes
some, and rejects some. However, through a
process of behavioral learning she does
remember those brands that taste good and
make her mouth feel fresh. The problem is
that she cannot often remember the brands
that are not so good and often repeats
purchasing mistakes. "Oh well," says Simi,
"gum buying is not that big of a deal
anyway." Which of the following
hierarchies would best describe Simi's
situation?
A) standard learning hierarchy
B) experiential hierarchy
C) low-involvement hierarchy
D) habit hierarchy
valued objects. TRUE
27) According to the Fishbein model, salient
beliefs are those beliefs about an object that
are considered during evaluation. TRUE
28) The psychological principle of
reciprocity is at work when we take into
account what others do before we decide
what to do. FALSE

29) The communications model requires a

20) ________ refers to a strategy in which a
message compares two or more specifically
named or recognizably presented brands and
evaluates them in terms of one or more
specific attributes.
A) Cognitive differentiation
B) Emotional appeal
C) Comparative advertising
D) Conclusion advertising
source and a message, but receivers of the
message are not part of the model. FALSE
30) The elaboration likelihood model
assumes that under conditions of high-
involvement processing, the consumer
normally takes what is called the peripheral
route to persuasion. FALSE

True/False
21) According to the definition given in the
text, the object of an attitude (Ao) can be an
object, but not a person. FALSE

22) According to the functional theory of

attitudes, attitudes exist because they are
hereditary. FALSE

23) In the standard learning hierarchy

model, attitude is based on behavioral
learning processes. FALSE

24) Considering the effects of cognitive

dissonance, supplying customers with
additional reinforcement after a purchase
can be a good marketing strategy. TRUE

25) Latitudes of acceptance and rejection are

important aspects of social judgment theory.
TRUE

26) Balance theory helps explain why

consumers like being linked to positively