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Chapter 7: Attitudes and Attitude Change
TRUE/FALSE
1. Attitudes motivate people to behave in relatively consistent ways.
ANS: T PTS: 1 DIF: Difficulty: Easy

OBJ: LO: 7-1 NAT: BUSPROG: Analytic STA: DISC: Customer
TOP: A-head: Attitudes and Attitude Components KEY: Bloom's: Knowledge
2. According to the ABC approach to attitudes, the statement, “I really like my smartphone,” is an
example of the behavior component of attitude.
ANS: F
This is a statement of affect because it describes the feelings, or affection, a consumer has about this
product.
PTS: 1 DIF: Difficulty: Moderate OBJ: LO: 7-1

NAT: BUSPROG: Analytic STA: DISC: Customer
TOP: A-head: Attitudes and Attitude Components KEY: Bloom's: Comprehension
3. Buying a product because it delivers a specific benefit is an example of the value-expressive function
of attitudes.
ANS: F
Buying a product because it delivers a specific benefit is an example of the utilitarian function of
attitudes.
PTS: 1 DIF: Difficulty: Easy OBJ: LO: 7-2

TOP: A-head: Functions of Attitudes KEY: Bloom's: Knowledge
4. The knowledge function of attitudes allows consumers to simplify decision-making processes.

5. The utilitarian function of attitudes works as a defense mechanism for consumers.
ANS: F
The ego-defensive function of attitudes works as a defense mechanism for consumers.

6. The ego-defensive function of attitudes enables a consumer to protect him- or herself from information
that may be threatening.
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7. In the high-involvement hierarchy, beliefs and feelings about products are formed first following
which, the consumer decides whether or not to buy the product.

TOP: A-head: Hierarchy of Effects KEY: Bloom's: Knowledge
8. Impulse purchases are never motivated by feelings.
ANS: F
Impulse purchases are often motivated by feelings. Impulse purchasing means that a consumer buys a
product spontaneously and with little concern for consequences.

9. The behavioral influence hierarchy suggests that some behaviors occur without either beliefs or affect
being strongly formed beforehand.

10. The attitude-toward-the-object (ATO) model combines information about a number of beliefs and
evaluations pertaining to an object’s attributes.

TOP: A-head: Consumer Attitude Models KEY: Bloom's: Knowledge
11. In the attitude-toward-the-object (ATO) model, the belief ratings (b) do not vary across the brands
under consideration, while the evaluation ratings do.
ANS: F
The evaluation ratings (e) do not vary across the brands under consideration while the belief ratings
do.

12. The ATO approach is known as a non-compensatory model.
ANS: F
The ATO approach is known as a compensatory model. With compensatory models, attitudes are
formed holistically across a number of attributes, with poor ratings on one attribute being compensated
for by higher ratings on another attribute.

13. Attitude-behavior consistency refers to the extent to which a strong relationship exists between
attitudes and actual behavior.

14. The behavioral intentions model is sometimes referred to as the ATO model.
ANS: F
The behavioral intentions model is sometimes referred to as the theory of reasoned action.

15. The behavioral intentions model adds the subjective norm component that assesses the consumer’s
perceptions of what other people think they should do.

16. The behavioral intentions model explicitly focuses on the consumer’s attitude toward the object rather
than the attitude toward the behavior of buying.
ANS: F
The behavioral intentions model explicitly focuses on the consumer’s attitude toward the behavior of
buying rather than the attitude toward the object.

TOP: A-head: Consumer Attitude Models KEY: Bloom's: Comprehension
17. As the length of time between attitude measurement and overt behavior grows, the predictive ability of
attitudinal models strengthens.
ANS: F
As the length of time between attitude measurement and overt behavior grows, the predictive ability of
attitudinal models weakens.

18. Attitude-behavior models tend to perform very well in impulse-buying situations.
ANS: F
Attitude-behavior models tend to not perform very well in impulse-buying situations.

19. The theory of planned action expands upon the behavioral intentions model by including a subjective
norm component.
ANS: F
The theory of planned action expands upon the behavioral intentions model by including a perceived
control component. This component assesses the difficulty involved with performing the behavior and
the extent to which the consumer perceives that he or she is in control of the product selection.

20. Attitude auditing refers to the extent to which a company actively monitors its customers’ attitudes
over time.
ANS: F
Attitude tracking refers to the extent to which a company actively monitors its customers’ attitudes
over time.

21. Persuasion refers to specific attempts to change attitudes.

TOP: A-head: Attitude Change Theories and Persuasion KEY: Bloom's: Knowledge
22. According to the ATO model of persuasion, changing beliefs would involve improving the belief
rating for an attribute that is evaluated positively.
ANS: T PTS: 1 DIF: Difficulty: Moderate

TOP: A-head: Attitude Change Theories and Persuasion KEY: Bloom's: Comprehension
23. According to the behavioral influence approach to persuasion, behavior change can occur only if
beliefs and attitudes are changed first.
ANS: F
According to the behavioral influence approach, behavior change can precede belief and attitude
change.

24. According to the changing schema-based affect theory, if the affect found in a schema can be changed,
then the attitude toward a brand will change as well.

25. The elaboration likelihood model (ELM) illustrates how consumers compare incoming information to
their existing attitudes about a particular object or issue.
ANS: F
The elaboration likelihood model (ELM) illustrates how attitudes are changed based on differing levels
of consumer involvement.

26. According to the elaboration likelihood model, if the central route to persuasion is activated, the
consumer develops a number of cognitive responses regarding the incoming message that may either
support or contradict the information.

27. Contradicting thoughts are known as negative arguments.
ANS: F
Contradicting thoughts are known as counterarguments.

28. Attitude change tends to be relatively enduring when it occurs in the central route.

29. According to the elaboration likelihood model (ELM), if a consumer is highly involved with a
message, the peripheral route to persuasion will be followed.
ANS: F
According to the elaboration likelihood model (ELM), if a consumer is not involved with a message or
lacks either the motivation or ability to process information, the peripheral route to persuasion will be
followed. Highly involved consumers will follow the central route.

30. According to the elaboration likelihood model of persuasion, nonproduct related information such as
music or the imagery presented along with the message, are examples of central cues.
ANS: F
Central cues refer specifically to information found in the message that pertains directly to the product,
its attributes, its advantages, or the consequences of its use.

31. According to the elaboration likelihood model of persuasion, if the consumer is influenced more by
peripheral cues than central cues, any resulting belief or attitude change will likely be enduring.
ANS: F
If the consumer is influenced more by peripheral cues than central cues, any resulting belief or attitude
change will likely be only temporary. That is, because the consumer is not highly engaged in the
process, it is unlikely that attitude change will be enduring.

32. The balance theory is based on the consistency principle.

33. The balance theory approach was introduced by psychoanalyst Sigmund Freud.
ANS: F
The balance theory approach was introduced by social psychologist Fritz Heider.

34. In balance theory, unit relations are the relations between the observer (consumer) and the other
elements in the system.
ANS: F
Sentiment relations are the relations between the observer (consumer) and the other elements in the
system.

35. The basic premise of balance theory is that consumers are motivated to maintain perceived consistency
in the relations found in the triad (composed of observer, person, and object).

36. According to the balance theory, consistency in the triad (composed of observer, person, and object) is
maintained when the multiplication of the signs in the sentiment and unit relations results in a negative
value.
ANS: F
According to the balance theory, consistency in the triad (composed of observer, person, and object) is
maintained when the multiplication of the signs in the sentiment and unit relations results in a positive
value.

37. Initial judgment theory proposes that consumers compare incoming information to their existing
attitudes about a particular object or issue and that attitude change depends upon how consistent the
information is with the initial attitude.
ANS: F
Social judgment theory proposes that consumers compare incoming information to their existing
attitudes about a particular object or issue and that attitude change depends upon how consistent the
information is with the initial attitude.

38. According to social judgment theory, for a message to fall within a consumer’s latitude of acceptance,
the information presented must be perceived as coming from a credible source.
ANS: F
According to social judgment theory, for a message to fall within a consumer’s latitude of acceptance,
the information presented must be perceived as being close to his or her original attitude position.

39. According to social judgment theory, a message that is perceived as being far away from, or opposed
to, the original attitude position will fall within the latitude of rejection.

40. Source effects is a term used to describe how the appeal of a message and its construction affect
persuasion.
ANS: F
Message effects is a term used to describe how the appeal of a message and its construction affect
persuasion.

NAT: BUSPROG: Communication | BUSPROG: Analytic STA: DISC: Customer
TOP: A-head: Message and Source Effects and Persuasion KEY: Bloom's: Knowledge
41. Noise, in the basic communication model, represents all the stimuli in the environment that assist the
communication process.
ANS: F
Noise, in the basic communication model, represents all the stimuli in the environment that disrupt the
communication process.

42. In interactive communications, the information flow represents a “one-way street” in which consumers
passively receive messages from marketers.
ANS: F
Interactive communications (including the Internet and cell phones) have radically changed the
communication paradigm. Information flow is no longer considered a “one-way street,” in which
consumers passively receive messages from marketers. Rather, communication is seen as an
interactive process that enables a flow of information among consumers and/or firms in what might be
referred to as a many-to-many approach.

TOP: A-head: Message and Source Effects and Persuasion KEY: Bloom's: Comprehension
43. Highly explicit sexual content in advertisements effectively directs consumers’ attention to the product
advertised.
ANS: F
Highly explicit sexual content tends to direct attention away from the product advertised.

44. High levels of humor in advertisements can limit a consumer’s ability to process information regarding
the product being advertised.

OBJ: LO: 7-6 NAT: BUSPROG: Communication | BUSPROG: Analytic
STA: DISC: Customer
45. Advertisements that allow consumers to arrive at their own conclusions tend to be more persuasive
when the audience has a high level of involvement with the product.

STA: DISC: Customer
46. A primacy effect is said to occur when material presented toward the end of the advertisement has the
most impact.
ANS: F
When material presented later in the message has the most impact, a recency effect is said to occur.

47. To gain the attention of audiences with lower levels of involvement, advertisers must implement the
primacy effect in their messages.
ANS: F
For audiences with lower levels of involvement, important information can be placed late in the
message. When material presented later in the message has the most impact, a recency effect is said to
occur.

48. The credibility of sources impacts the certainty with which consumer attitudes are held, with lower
levels of credibility leading to higher levels of certainty.

STA: DISC: Customer
49. Trustworthy sources can be persuasive even if they’re not experts, and expert sources can be
persuasive even if they’re perceived as being untrustworthy.

STA: DISC: Customer
50. Source likeability affects persuasion more for consumers with high need for cognition than for those
with a low degree of this trait.
ANS: F
Source likeability affects persuasion more for consumers with low need for cognition than for those
with a high degree of this trait.

NAT: BUSPROG: Analytic | BUSPROG: Communication STA: DISC: Customer
MULTIPLE CHOICE
1. _____ are relatively enduring overall evaluations of objects, products, services, issues, or people.
a. Beliefs
b. Attitudes
c. Prejudices
d. Intentions
e. Support arguments
ANS: B PTS: 1 DIF: Difficulty: Easy
2. Sean recently bought an expensive tablet from Sigma Inc. He is very happy and satisfied with the
tablet's performance and has even started promoting it on social networks. He feels strongly about
Sigma's products and plans to make more purchases from the company in the future. The way Sean
feels about Sigma Inc. and its products represents his _____.
a. prejudice
b. trustworthiness
c. changing beliefs
d. attitude
e. latitude of rejection
ANS: D PTS: 1 DIF: Difficulty: Challenging
OBJ: LO: 7-1 NAT: BUSPROG: Reflective Thinking STA: DISC: Customer
TOP: A-head: Attitudes and Attitude Components KEY: Bloom's: Application
3. According to the _____, attitudes possess three components: affect, behavior, and cognitions.
a. ABC approach to attitudes
b. abstract approach to attitudes
c. functional approach to attitudes
d. utilitarian approach to attitudes
e. relational approach to attitudes
ANS: A PTS: 1 DIF: Difficulty: Easy
4. The statement, “I always buy Honda automobiles”, is an example of the _____ component of attitude.
a. affect
b. cognition
c. behavior
d. trustworthiness
e. abstract
ANS: C PTS: 1 DIF: Difficulty: Moderate
5. The statement, “Volvo vehicles are the safest automobiles,” is an example of the _____ component of
attitude.
a. abstract
b. affect
c. behavior
d. cognitive
e. relational
ANS: D PTS: 1 DIF: Difficulty: Moderate
6. The statement, “I really like my new tablet computer,” best reflects the _____ component of attitude.
a. cognitive
b. affect
c. behavior
d. abstract
e. relational
ANS: B PTS: 1 DIF: Difficulty: Moderate
7. The _____ function of attitudes is based on the concept of reward and punishment.
a. utilitarian
b. ego-defensive
c. knowledge
d. value-expressive
e. cognitive
8. Roger is an ardent supporter of the Chelsea Football Club. He always wears the team's apparel for
Premier League matches in order to fit in and connect with other fans of the famous soccer club. This
is an example of the _____ function of attitudes.
a. knowledge
b. utilitarian
c. ego-defensive
d. bilateral
e. value-expressive
ANS: B PTS: 1 DIF: Difficulty: Challenging
TOP: A-head: Functions of Attitudes KEY: Bloom's: Application
9. Which of the following refers to a function of attitudes that allows consumers to simplify their
decision-making processes?
a. Utilitarian function
b. Ego-defensive function
c. Knowledge function
d. Bilateral function
e. Value-expressive function
ANS: C PTS: 1 DIF: Difficulty: Easy
10. Karen Bates has owned several Honda automobiles throughout her life. So, when she decided to
purchase a new car for her daughter, her brand loyalty made the decision easy. Consequently, she
gifted her daughter the latest Honda car. According to the functional theory of attitudes, this scenario
relates to the _____ function of attitude.
a. reinforcement
b. utilitarian
c. bilateral
d. ego-defensive
e. knowledge
ANS: E PTS: 1 DIF: Difficulty: Challenging
11. The value-expressive function of attitudes:

a. allows consumers to simplify their decision-making processes.
b. enables a consumer to express his or her core values, self-concept, and beliefs to others.
c. works as a defense mechanism for consumers to avoid facts or defend themselves from
their own low self-concept.
d. compensates for a general feeling of being out-of-shape, thereby protecting the ego and
self-image.
e. provides a negative expression of the type of person a consumer perceives himself or
herself to be and the values that they hold.
TOP: A-head: Functions of Attitudes KEY: Bloom's: Comprehension
12. Ryan Moore has a “Free Tibet” bumper sticker on his car because he feels strongly about the Tibetan
Independence movement and supports the cause. Which of the following refers to a function of
attitudes represented in this instance?
a. Utilitarian function
b. Reinforcement function
c. Knowledge function
d. Value-expressive function
e. Ego-defensive function
13. According to the functional theory of attitudes, the _____ function of consumer attitudes enables a
consumer to protect him- or herself from information that may be threatening.
a. utilitarian function
b. value-expressive function
c. ego-defensive function
d. hedonic function
e. cognitive function
14. Nathan is a chain smoker who habitually discounts the negative consequences of smoking. This is an
example of the _____ function of attitudes.
a. ego-defensive
b. cognitive
c. utilitarian
d. value-expressive
e. knowledge
ANS: A PTS: 1 DIF: Difficulty: Moderate
15. The ego-defensive function of consumer attitudes:

a. is based on the concept of reward and punishment.
b. makes a consumer vulnerable to information that may be threatening.
c. enables a consumer to express his or her core values, self-concept, and beliefs to others.
d. allows consumers to simplify decision-making processes.
e. works as a protection mechanism.
ANS: E PTS: 1 DIF: Difficulty: Moderate
16. Which of the following refers to an approach that suggests that the three components of attitudes may
be formed in a sequential pattern?
a. Sequential approach
b. Hierarchy of effects approach
c. Spiral model approach
d. Waterfall model approach
e. Incremental build model approach
17. Ken Rogers wants to purchase a new computer for his daughter. In order to make this purchase, he
carefully collects information about the latest models in the market, their features, and prices. He plans
to make the actual purchase only after extensively researching and evaluating the various models
available in the market. According to the hierarchy of effects approach to attitudes, which of the
following best describes Ken’s actions?
a. Behavioral influence
b. High involvement
c. Low involvement
d. Hedonic
e. Experiential
TOP: A-head: Hierarchy of Effects KEY: Bloom's: Application
18. Which of the following best explains impulse purchases?

a. High-involvement hierarchy
b. Low-involvement hierarchy
c. Experiential perspective
d. Behavioral influence
e. Reinforcement perspective
19. Which of the following instances refers to experiential hierarchy?

a. Aaron wants to purchase a new car for his family. Since he wouldn’t be the only one
driving it, he involves his family in the purchase decision. They discuss different brands,
product features, maintenance issues, mileage, and so on. Finally, they decide on one
particular model and Aaron places an order for that car.
b. Eva is spending her weekend in New York City with her friends. They decide to explore
the city and window-shop at some exclusive designer outlets. Even though Eva had no
intentions to shop, she sees a beautiful designer bag on sale and instantly buys it as she
finds it extremely hard to resist.
c. Kylie has been asked by her mother to go buy groceries for the week. Kylie visits the
supermarket and picks up the same items that her mother normally purchases.
d. Jack is the owner of a cafe in Texas. His cafe has the ambience of the Wild West with
pictures of horses and cowboys on the walls. The waiters are also dressed in cowboy
outfits. Jack feels that people love hanging out in his cafe as they enjoy the unique
ambience and service.
e. Brian is the owner of an Italian restaurant in Ohio. His restaurant plays soft, soothing
music in the background as he feels that such music makes people feel relaxed and order
more drinks.
TOP: A-head: Hierarchy of Effects KEY: Bloom's: Application
20. Justin wants to buy a new smartphone. He did a lot of research over the Internet and identified four
attributes that he would rate his smartphone options on. He considered low price, sensitivity to touch,
low weight, and compatibility with apps, as the attributes. He used a ten-point scale to rate how he
thought each of his options would perform or how likely was it that the phones had those attributes.
Next, he used a -3 to +3 scale to rate how he felt about these attributes. Finally, he opted for one
particular model based on the highest overall attitude score. Which model did Justin implement?
a. The balance model
b. The elaboration likelihood model
c. The behavioral intention model
d. The changing schema-based affect model
e. The attitude-toward-the-object model
TOP: A-head: Consumer Attitude Models KEY: Bloom's: Application
21. Which of the following is the formula for predicting attitudes using the attitude-toward-the-object
model?
a.
b.
c.
d.
e.

22. Michelle wants to buy a new laptop. She wants it to be light weight and have a larger battery backup.
She chooses five models on the Internet. The belief ratings for each of the models are as follows:
Model A Model B Model C Model D Model E
Light Weight 8 9 2 10 4
Large Battery 7 6 3 5 10
Backup
She gives these criteria evaluative ratings of 3 and 2 respectively. Using the attitude-toward-the-object
model, which of the following models would Michelle purchase based on the highest overall attitude
score for the model?
a. Model D
b. Model A
c. Model C
d. Model E
e. Model B
ANS: A PTS: 1 DIF: Difficulty: Challenging
23. William is planning a vacation to Europe. He looks for travel packages that provide accommodation
and travel facilities. He finds two packages that provide these criteria. He gives package 1 belief
ratings of 8 and 7 respectively, and package 2 belief ratings of 9 and 5 respectively. Next, he gives
these criteria evaluative ratings of 3 and 2 respectively. Finally, he calculates the overall attitude using
the attitude-toward-object model and chooses package 1 over package 2 based on the score. Which of
the following is the overall attitude score of package 1?
a. 37
b. 75
c. 15
d. 14
e. 38
24. The ATO approach is known as the _____, which indicates that attitudes are formed holistically across
a number of attributes, with poor ratings on one attribute being compensated for by higher ratings on
another attribute.
a. holistic model
b. single-attribute model
c. compensatory model
d. hierarchical model
e. subjective model
25. The _____, sometimes referred to as the theory of reasoned action, explicitly focuses on the
consumer’s attitude toward the behavior of buying rather than the attitude toward the object.
a. ATO model
b. hierarchical model
c. balance theory model
d. elaboration likelihood model
e. behavioral intentions model
ANS: E PTS: 1 DIF: Difficulty: Easy
26. Caroline wants to do her Bachelors in Medicine but is confused about which schools to apply to. She
considers her family and friends’ advice regarding the best schools to study medicine. They convince
her that she must apply at the top-ranked medical schools. But she believes that her parents, both
doctors, want her to study in the same school they had studied in, so she considers it as well. In
addition to this, she also wishes to study in the same medical school as her best friend. In this scenario,
Caroline’s focus is on what other people think she should do in addition to her own attitude toward
specific schools. Which of the following refers to a consumer attitude model that is best applicable in
this instance?
a. Attitude-toward-the-object model
b. Changing schema-based affect
c. Social judgment model
d. Behavioral intentions model
e. Elaboration likelihood model
27. Which of the following is the formula for the behavioral intentions model?
a.    =
b.    =
c.    =
d.    =
e.    =

28. Which of the following is true about the attitude-behavior relationship?

a. As the length of time between attitude measurement and overt behavior grows, the
predictive ability of attitudinal models increases.
b. The specificity with which attitudes are measured has an impact on accuracy.
c. When consumers feel rushed, decision making is stalled.
d. Strong environmental pressures have no effect on consumers while they perform intended
behaviors.
e. Attitude-behavior models tend to perform very well in impulse-buying situations.
29. Which of the following expands upon the behavioral intentions model by including a perceived control
component that assesses the difficulty involved in performing the behavior and the extent to which the
consumer perceives that he or she is in control of the product selection?
a. Theory of planned action
b. Theory of self-efficacy
c. Balance theory
d. Elaboration likelihood theory
e. Social judgment theory
30. _____ refers to the extent to which a company actively monitors its customers’ attitudes over time.
a. Marketing audit
b. Affect monitoring
c. Attitude tracking
d. Planned monitoring
e. Proactive assessment
31. Marketpro Inc., a marketing firm, has been asked to conduct a market research on consumers’ attitudes
toward online shopping websites. In order to achieve its research objectives, Marketpro has been
actively monitoring consumers’ attitude over time through information collected from several social
networking sites and blog posts. This process is best described as _____.
a. attitude tracking
b. marketing audit
c. affect monitoring
d. situation analysis
e. market segmentation
32. Which of the following terms refers to specific attempts to change attitudes?
a. Segmentation
b. Persuasion
c. Positioning
d. Monitoring
e. Tracking
33. Salespeople are trained to assess a potential consumer’s attitude toward their company’s offerings and
to attempt to change that attitude if it is not positive. There are several techniques that help salespeople
accomplish this attitude change in potential consumers. Salespeople attempt to change consumer
attitudes about their products through _____.
a. persuasion
b. segmentation
c. positioning
d. affect monitoring
e. attitude tracking
34. On finding out that customers were skeptical about the quality of food being currently served in her
restaurant, Nina started promoting the fact that her restaurant sourced only the freshest vegetables,
meat, and dairy products from the market. According to the attitude-toward-the-object approach, Nina
is attempting to _____.
a. change consumer involvement
b. change evaluations of product attributes
c. add beliefs about new attributes
d. change beliefs
e. change motivations to comply
TOP: A-head: Attitude Change Theories and Persuasion KEY: Bloom's: Application
35. Which of the following is true of the attitude-toward-the-object approach?

a. Changing evaluations of an attribute is usually easier than changing the strength of a belief
regarding that attribute.
b. Changing belief involves convincing consumers that an attribute is not as positive or
negative as they may think.
c. New beliefs are always tied to new attributes.
d. Adding beliefs about new attributes may require a physical change to the product itself.
e. When a valued attribute that was not previously considered is added, the overall attitude
toward the complex may be adversely affected.
36. According to the _____, behavior change can precede belief and attitude change.
a. attitude-toward-the-object approach
b. elaboration likelihood model
c. balance theory
d. schema-based affect approach
e. behavioral influence approach
37. The _____ illustrates how attitudes are changed based on differing levels of consumer involvement.
a. elaboration likelihood model
b. schema-based affect model
c. attitude-toward-the-object approach
d. behavioral influence approach
e. balance theory
38. Which of the following is true of the elaboration likelihood model?
a. The attractiveness of the person delivering the message, the number of arguments
presented, the expertise of the spokesperson, and the imagery or music presented along
with the message constitute the central cues.
b. If a consumer is not involved with a message or lacks either the motivation or ability to
process information, the central route to persuasion will be followed.
c. In the peripheral route, the consumer is unlikely to develop cognitive responses to the
message.
d. If the consumer expends considerable effort in comprehending the message then the
peripheral route to persuasion is activated.
e. Peripheral cues refer specifically to information found in the message that pertains directly
to the product, its attributes, its advantages, or the consequences of its use.
ANS: C PTS: 1 DIF: Difficulty: Moderate
39. Which of the following are the two routes to persuasion according to the elaboration likelihood model?
a. Primary route and secondary route
b. Belief-based route and affect-based route
c. Central route and peripheral route
d. Cognitive route and affective route
e. Utilitarian route and hedonic route
40. Mike has a passion for sports cars. He owns an envious array of sports sedans and supercars, and keeps
himself updated about the latest models, their features, and so on. According to the elaboration
likelihood model, which of the following is most likely to be activated when Mike comes across an
advertisement for a new sports vehicle introduced in the market?
a. Peripheral route to persuasion
b. Contrast effect route to persuasion
c. Central route to persuasion
d. Latitude of rejection route to persuasion
e. Low-involvement hierarchy route to persuasion
ANS: C PTS: 1 DIF: Difficulty: Challenging
41. Which type of cues refer specifically to information found in the message that pertains directly to the
product, its attributes, its advantages, or the consequences of its use?
a. Central cues
b. Relational cues
c. Peripheral cues
d. Imperative cues
e. Sentiment cues
42. Percy Gray, a professional nature photographer, is planning to buy a camera. Recently, when he came
across a Nikon ad on a magazine, he carefully considered and evaluated the various attributes of the
cameras. He was keen on weighing the advantages against the price and also considered the usability
of the products under inclement weather conditions. In this instance, Percy Gray can be said to focus
on the _____.
a. central cues
b. relational cues
c. abstract cues
d. peripheral cues
e. manual cues
43. According to the elaboration likelihood model of persuasion, if a consumer is not involved with a
message or lacks either the motivation or ability to process information, the _____ route to persuasion
will be followed.
a. central
b. peripheral
c. primary
d. relational
e. abstract
44. In the elaboration likelihood model (ELM), nonproduct related information presented in a message is
referred to as a(n) _____.
a. central cue
b. peripheral cue
c. relational cue
d. inconsistent cue
e. abstract cue
45. The attractiveness of the person delivering the message, the number of arguments presented, the
expertise of the spokesperson, and the imagery or music presented along with the message are
examples of _____.
a. central cues
b. primary cues
c. physical cues
d. peripheral cues
e. relational cues
ANS: D PTS: 1 DIF: Difficulty: Easy
46. The basic premise of _____ is that consumers are motivated to maintain perceived consistency in the
relations found in mental systems.
a. balance theory
b. changing schema-based affect
c. behavioral influence theory
d. social judgment theory
e. elaboration likelihood model
47. Balance theory is based on the _____, which states that human beings prefer consistency among their
beliefs, attitudes, and behaviors.
a. reality principle
b. pleasure principle
c. congruency principle
d. consistency principle
e. hedonic principle
48. According to the balance theory, the relations between the elements of observer, person, and object are
referred to as _____.
a. primacy relations
b. sentiment relations
c. central relations
d. peripheral relations
e. affective relations
49. In the balance theory, the system (composed of observer, person, and object) is referred to as a _____.
a. unit
b. sentiment
c. network
d. cue
e. triad
50. In the balance theory, the object-person relation is referred to as a(n) _____ relation.
a. sentiment
b. unit
c. primary
d. secondary
e. central
51. Which of the following theories proposes that consumers compare incoming information to their
existing attitudes about a particular object or issue?
a. Elaboration likelihood theory
b. Social judgment theory
c. Self-congruency theory
d. Balance theory
e. Behavioral influence theory
52. Which of the following concepts are used in social judgment theory to explain attitude change?
a. Central route and peripheral route
b. Latitudes of acceptance and latitudes of rejection
c. Utilitarian function and hedonic function
d. Sentiment relations and unit relations
e. High involvement and low involvement
53. According to the social judgment theory, a message that is perceived as being opposed to the original
attitude position will fall within the _____.
a. latitude of acceptance
b. central route
c. latitude of indifference
d. latitude of rejection
e. high-involvement hierarchy
54. According to the social judgment theory, in which of the following instances does assimilation occur?
a. When the consumer is not involved with the message
b. When an incoming message is perceived as falling within the latitude of rejection
c. When material presented early in a message is most influential
d. When material presented later in the message has the most impact
e. When an incoming message falls within the latitude of acceptance
55. According to the social judgment theory, when an incoming message falls within the latitude of
acceptance, _____ occurs.
a. attitude tracking
b. contrast effect
c. assimilation
d. anchoring
e. bandwagon effect
56. Tom strongly believes that raising tax rates for the rich is the only way to steer the economy out of a
recession because it is likely to generate greater tax revenue for the government. Even when his friend
Sam pointed at factual information illustrating that the government indeed receives greater tax
revenues when tax rates are uniformly low for all Americans, Tom refused to accept Sam’s input and
change his attitude. Interestingly, the input provided by Sam further strengthened Tom’s initial
attitude. In this instance, _____ can be said to have occurred.
a. assimilation
b. attitude tracking
c. a recency effect
d. a contrast effect
e. a change in belief
57. Which of the following is true about social judgment theory?

a. When an incoming message falls within the latitude of acceptance, contrast effect occurs.
b. When the original attitude is weak, the latitude of rejection is large.
c. When an incoming message falls within the latitude of acceptance, the attitude of the
consumer is likely to change in the direction opposite to the message.
d. When a message is perceived as being opposed to the original attitude position, it will fall
within the latitude of rejection.
e. When an incoming message falls within the latitude of rejection, assimilation occurs.
58. _____ is a term that is used to describe how the appeal of a message and its construction affect
persuasion.
a. Message effects
b. Source effects
c. Structural effects
d. Central effects
e. Peripheral effects
STA: DISC: Customer
59. _____ refer to the characteristics of the person or character delivering a message that influence
persuasion.
a. Primary effects
b. Message effects
c. Peripheral effects
d. Central effects
e. Source effects
STA: DISC: Customer
60. Stella is surfing the Internet to look for affordable apartments in New York City. Every time she clicks
on a link to a website, she gets interrupted by random pop-up ads. She doesn’t know how to disable
these pop-ups and finds them extremely irritating. In the basic communications model, these pop-up
ads are classified as _____.
a. stimulants
b. noise
c. encrypted data
d. mediators
e. moderators
OBJ: LO: 7-6 NAT: BUSPROG: Communication | BUSPROG: Reflective Thinking
STA: DISC: Customer
TOP: A-head: Message and Source Effects and Persuasion KEY: Bloom's: Application
61. From a traditional advertising perspective, the basic communication model is referred to as a _____
approach.
a. “one-to-one”
b. “many-to-one”
c. “one-to-many”
d. “many-to-many”
e. “one-way-street”
STA: DISC: Customer
62. Which of the following statements is true regarding sex appeals in advertising?
a. Consumers find sexually appealing ads to be largely ineffective.
b. The use of nudity is ineffective for products that have intimate appeal.
c. Males and females alike tend to react negatively to female nudity in advertising.
d. Moderate levels of nudity are more preferred by consumers.
e. Sex appeals in ads are effective regardless of the type of product being advertised.
STA: DISC: Customer
63. Which of the following is true about message appeals?
a. Highly explicit content tends to direct attention toward the product.
b. Humorous ads appear to be most effective when the consumer’s attitudes are initially
negative rather than positive.
c. Fear appeals appear to be effective when advertisers show how difficult it is to implement
the desired response.
d. Humor appeals always increase the credibility of a message source.
e. Elements of humor are often used in violent ads to lessen the degree to which the ad is
disturbing.
STA: DISC: Customer
64. Which of the following is true about message construction?

a. Directly comparing one brand against specific competitors can be effective, especially
when the brand being promoted is not already the market leader.
b. Overly complex messages always lead to favorable reactions.
c. Advertisements that allow consumers to arrive at their own conclusions tend to be more
persuasive when the audience has a low level of involvement with the product.
d. If marketers are attempting to reach a highly involved audience, important information
should ideally be placed later in the message.
e. Consumers with low involvement are more motivated to attend to a larger number of
arguments than are highly motivated consumers.
STA: DISC: Customer
65. The placement of information in a specific message at the beginning, middle, or end of the message
impacts the recall of the information and is a basic tenet of what is known as the _____ effect.
a. contrast
b. congruency
c. linear progression
d. serial position
e. bandwagon
STA: DISC: Customer
66. When material presented early in a message is most influential, a _____ is said to occur.
a. primacy effect
b. contrast effect
c. recency effect
d. peripheral effect
e. negative effect
STA: DISC: Customer
67. Which of the following types of effect is said to occur when material presented later in the message
has the most impact?
a. Primacy effect
b. Contrast effect
c. Recency effect
d. Negative effect
e. Peripheral effect
STA: DISC: Customer
68. Which of the following is true about the effects of the source of a message on consumer attitudes?
a. Source likeability affects persuasion more for consumers with high need for cognition than
for those with a low degree of this trait.
b. The credibility of sources has no impact on the certainty with which consumer attitudes
are held.
c. For consumers with low involvement, credible sources tend to be no more persuasive than
less credible sources.
d. Expertise and trustworthiness have no influence on persuasion.
e. Source likeability affects persuasion more for consumers with low need for cognition than
for those with a high degree of this trait.
STA: DISC: Customer
69. Which of the following best describes the matchup hypothesis?

a. It states that the more strongly held an attitude is, the more difficult it is to change.
b. It states that a source feature is most effective when it is matched with relevant products.
c. It illustrates how attitudes are changed based on differing levels of consumer involvement.
d. It refers to a perception of the extent to which a spokesperson is presenting a message that
he or she truly believes, with no reason to present false information.
e. It states that human beings prefer consistency among their beliefs, attitudes, and behaviors.
STA: DISC: Customer
70. Pearl Beauty Inc., a leading cosmetics firm, wants to introduce its new anti-aging cream in the market.
Since its target audience comprises mostly of women in their mid-30s, Pearl Beauty decided to feature
a well-known model in the advertisement who is also in her mid-30s. According to the _____, using a
model who is in her mid-30s is likely to be far more effective than using someone much younger in the
advertisement.
a. congruency hypothesis
b. elaboration likelihood model
c. matchup hypothesis
d. resonance hypothesis
e. primacy effect
OBJ: LO: 7-6 NAT: BUSPROG: Communication | BUSPROG: Reflective Thinking
STA: DISC: Customer
TOP: A-head: Message and Source Effects and Persuasion KEY: Bloom's: Application
ATTITUDE SCENARIO
Serena wants to buy a new hair dryer. She surfs the Internet and finally considers buying either a
model from Philips or Braun. She rates them on their price, energy consumption, and design. Her
evaluative ratings (e) for each attribute and her beliefs of how each brand performs on a given attribute
(b) are given below:
Philips Model A Braun Model B

Attribute e b b
Low Price 3 8 8
Energy Consumption 2 5 6
Design 2 8 9
71. Refer to the Attitude Scenario. Based on the attitude-toward-the-object model, what is Serena’s overall
attitude ( ) toward Braun Model B?
a. 23
b. 54
c. 50
d. 44
e. 62
72. Refer to the Attitude Scenario. Based on the attitude-toward-the-object model, what is Serena’s overall
attitude toward Philips Model A?
a. 21
b. 50
c. 54
d. 44
e. 62
73. Refer to the Attitude Scenario. Which of the following is true about Serena’s overall attitude following
the implementation of the attitude-toward-the-object model?
a. Serena has a more favorable attitude toward Philips Model A.
b. Serena has a negative attitude toward Braun Model B.
c. Serena has no significant attitude toward any model.
d. Serena has a more favorable attitude toward Braun Model B.
e. Serena has the same overall attitude toward Philips Model A and Braun Model B.
74. Refer to the Attitude Scenario. Serena sees an advertisement for Philips Model A which states that it
has the least energy consumption compared to the other models. According to the social judgment
theory, which of the following is most likely to happen when she sees this message?
a. Her central route to persuasion will be activated.
b. Assimilation will occur.
c. She will place the message in the latitude of rejection.
d. Her ego-defensive function of attitude will be activated.
e. She will change her evaluations about Philips Model A.
75. Refer to the Attitude Scenario. According to the attitude-toward-the-object approach, if Braun
introduced extra styling features like straightening and curling, which of the following methods is
Braun using to change consumer attitude toward its brand?
a. Changing beliefs
b. Adding beliefs about new attributes
c. Changing evaluations
d. Changing schema-based affect
e. Adding a social norm
76. Refer to the Attitude Scenario. Serena sees an advertisement for Philips Model A which states that it
has the least energy consumption compared to the other models. According to the elaboration
likelihood model (ELM), she is most likely to be influenced by the _____ route to persuasion.
a. central
b. peripheral
c. secondary
d. sentiment
e. unit
AUTOMOBILE SCENARIO
Consider a consumer who is contemplating a new automobile purchase. She has narrowed her decision
down to two brands, Honda Accord and Ford Taurus. She has identified gas mileage, price, warranty,
and styling to be important attributes to consider in her decision. Her evaluative ratings (e) for each
attribute and her beliefs of how each brand performs on a given attribute (b) are given below:
Honda Accord Ford Taurus
Attribute e b b
Mileage 2 6 4
Low Price 3 2 2
Warranty -1 1 3
Design 1 10 5
77. Refer to the Automobile Scenario. Based on the attitude-toward-the-object model, what is the
consumer’s overall attitude ( ) toward Honda Accord?
a. 23
b. 12
c. 27
d. 16
e. 19
78. Refer to the Automobile Scenario. Based on the attitude-toward-the-object model, what is the
consumer’s overall attitude ( ) toward Ford Taurus?
a. 23
b. 16
c. 17
d. 11
e. 27
79. Refer to the Automobile Scenario. Which of the following is true of the customer’s overall attitude
following the implementation of the attitude-toward-the-object model?
a. The customer has a more favorable attitude toward Ford Taurus.
b. The customer has a negative attitude toward Honda Accord.
c. The customer has no significant attitude toward any model.
d. The customer has a more favorable attitude toward Honda Accord.
e. The customer has the same overall attitude toward both Ford Taurus and Honda Accord.
80. Refer to the Automobile Scenario. According to the attitude-toward-the-object approach to attitude
change, if Honda publicized the fact that Accord is also being offered as a hybrid with more
environment-friendly features, by which of the following methods is Honda attempting to change this
consumer’s attitude toward its brand?
a. Changing beliefs
b. Adding beliefs about new attributes
c. Changing evaluations
d. Changing schema-based affect
e. Adding a social norm
OBJ: LO: 7-5 NAT: BUSPROG: Reflective Thinking STA: DISC: Strategy
81. Refer to the Automobile Scenario. The consumer comes across an advertisement that shows Honda
stating that Accord is being offered as an environment-friendly hybrid model. According to the
elaboration likelihood model (ELM), this consumer is most likely to be influenced by the _____ route
to persuasion.
a. central
b. peripheral
c. secondary
d. sentiment
e. unit
ESSAY
1. Define attitude and describe the ABC approach to attitudes. For each component of this approach, give
an example that illustrates that component of your attitude regarding a product or activity.
ANS:
An attitude is a relatively enduring overall evaluation of objects, products, services, issues, or people.
According to the ABC approach to attitudes, attitudes possess three components: affect, behavior, and
cognitions. Affect refers to feelings about an object. Cognition refers to beliefs that the consumer has
about the object. Behavior refers to the overt behavior that consumers exhibit as well as their
intentions to behave.
Students’ examples will vary, but they should be along the following lines:
Affect - “I really like my new tablet computer.”

Behavior - “I always buy Canon products.”
Cognition - “My Kindle helps me study.”

2. Name and describe the four functions of attitudes.
ANS:
According to the functional theory of attitudes, attitudes perform four functions:
(1) Utilitarian function: This function of attitudes is based on the concept of reward
and punishment. According to this function, a consumer may buy or like a product
because it delivers a specific benefit.
(2) Knowledge function: This function allows consumers to simplify decision making
processes. Attitudes help consumers avoid undesirable situations and approach
more desirable situations.
(3) Value-expressive function: This function enables a consumer to express his or her
core values, self-concept, and beliefs to others. Ultimately, the expression of
attitudes becomes a mechanism by which consumers can make statements about
closely-held values.
(4) Ego-defensive function: This function works as a defense mechanism for
consumers by enabling a consumer to protect him- or herself from information that
may be threatening or when a consumer develops positive attitudes toward
products that enhance his or her self-image.

3. What is the hierarchy of effects? Briefly describe the different hierarchies.
ANS:
The ABC approach to consumer attitudes suggests that there are three components to attitudes: affect,
behavior, and cognition. These components may be formed in a sequential pattern in a process known
as the hierarchy of effects. According to this approach, affect, behavior, and cognition form by
following one of the four following hierarchies:
(1) High-involvement (or standard learning) hierarchy: It occurs when a consumer

faces a high involvement decision. Beliefs about products are formed first. Next,
feelings, or evaluations, about the product are formed. Finally, the consumer
decides to act in some way toward the product.
(2) Low-involvement hierarchy: When low-involvement purchases are made,
consumers often have some basic beliefs about products without necessarily having
strong feelings toward them. Only after buying and using the product will the
consumer develop any type of feeling, or evaluation, of the product.
(3) Experiential hierarchy: Impulse purchases can be explained from the experiential
perspective. These purchases are often motivated by feelings.
(4) Behavioral influence hierarchy: The behavioral influence hierarchy suggests that
some behaviors occur without either beliefs or affect being strongly formed
beforehand. Strong environmental pressures lead to behaviors without belief or
affect formation.

4. Explain the formula for predicting attitudes using the attitude-toward-the-object approach.
ANS:
The formula for predicting attitudes using the attitude-toward-the-object approach is:
where Ao = attitude toward the object in question (or Abrand), bi = strength of belief that the object
possesses attribute i, ei = evaluation of the attractiveness or goodness of attribute i, and N = number of
attributes and beliefs.
The formula states that belief (b) and evaluative ratings (e) for product attributes are multiplied and the
resulting product terms are added together to give a numerical expression of a consumer’s attitude
toward a product.

5. Explain how the behavioral intentions model differs from the attitude-toward-the-object (ATO) model.
ANS:
The behavioral intentions model, also referred to as the theory of reasoned action, is an improvement
over the attitude-toward-the-object model. This model differs from the ATO model in a number of
ways: (1) rather than focusing explicitly on attitudes, the model focuses on intentions to act in some
way, (2) the model adds a component that assesses the consumer’s perceptions of what other people
think they should do, which is referred to as the subjective norm, and (3) the model explicitly focuses
on the consumer’s attitude toward the behavior of buying rather than the attitude toward the object.

6. Using the elaboration likelihood model (ELM), illustrate how attitudes are changed based on differing
levels of consumer involvement.
ANS:
The elaboration likelihood model (ELM) illustrates how attitudes are changed based on differing levels
of consumer involvement. According to this model, a consumer begins to process a message as soon as
it is received. Depending on the level of involvement and a consumer’s ability and motivation to
process a message, the persuasion process then follows one of two routes: a central route or a
peripheral route.
If the consumer finds that the incoming message is particularly relevant to his or her situation (and
thus highly involved), then he or she will likely expend considerable effort in comprehending the
message and develop thoughts regarding the incoming message. However, if the consumer is not
involved with the message or lacks either the motivation or the ability to process information, the
peripheral route to persuasion will be followed. In this route, the consumer is unlikely to develop
cognitive responses to the message and is more likely to pay attention to things like the attractiveness
of the person delivering the message, the number of arguments presented, the expertise of the
spokesperson, and the imagery or music presented along with the message, which are called peripheral
cues. Advertisements without explicit product attribute information still contain peripheral cues, and
since the vast majority of advertisements to which consumers are exposed are processed with low-
involvement processing, the ad can still influence consumers.

7. Describe balance theory and how it can be used to explain the effectiveness of celebrity endorsers in
changing consumers’ attitudes.
ANS:
The basic premise of balance theory is that consumers are motivated to maintain perceived consistency
in the relations found in mental systems. This approach is based on the consistency principle, which
states that human beings prefer consistency among their beliefs, attitudes, and behaviors. This theory
focuses on the associations, or relations, that are perceived between a person (or observer), another
person, and an attitudinal object. The relations between these elements may be perceived as being
either positive or negative and are referred to as sentiment relations (between the observer and the
other elements) or as unit relations (object-person relation). If a celebrity (person) endorses a brand
(object), then the consumer (observer) perceives a positive unit relation between the celebrity and the
brand. If the consumer (observer) likes the celebrity, then there is a positive sentiment connection
between the consumer and the celebrity. A key premise of behavior theory is that consistency in the
triad is maintained when the multiplication of the signs in the sentiment and unit relations result in a
positive value. Thus, the sentiment relation between the consumer (observer) and the brand (object)
will be positive to maintain a positive balance.

8. Explain the elements of source credibility and suggest a credible source for the following products,
services, or ideas:
(a) Golf shoes
(b) Weight-loss product
(c) Hair salon
(d) Breast cancer awareness
ANS:
Source credibility consists of two elements: expertise and trustworthiness. Expertise refers to the
amount of knowledge that a spokesperson is perceived to have about the product or issue in question.
Trustworthiness refers to a perception of the extent to which a spokesperson is presenting a message
that he or she truly believes, with no reason to present false information. Expertise and trustworthiness
can independently influence persuasion. That is, trustworthy sources can be persuasive even if they are
not experts, and expert sources can be persuasive even if they are perceived as being untrustworthy.
Students’ answers will vary but some examples are:

(a) Golf shoes: A professional golf player, such as Tiger Woods
(b) Weight-loss product: A doctor who can provide expert advice, or a person who has successfully
lost weight using the product.
(c) Hair salon: A knowledgeable hair-expert or beautician
(d) Breast cancer awareness: A doctor; a breast cancer survivor; a family member of someone
suffering from, or who died from breast cancer

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1. Attitudes motivate people to behave in relatively consistent ways.

ANS: T PTS: 1 DIF: Difficulty: Easy

PTS: 1 DIF: Difficulty: Moderate OBJ: LO: 7-1

PTS: 1 DIF: Difficulty: Easy OBJ: LO: 7-2

4. The knowledge function of attitudes allows consumers to simplify decision-making processes.

ANS: T PTS: 1 DIF: Difficulty: Easy

5. The utilitarian function of attitudes works as a defense mechanism for consumers.

PTS: 1 DIF: Difficulty: Easy OBJ: LO: 7-2

ANS: T PTS: 1 DIF: Difficulty: Easy

8. Impulse purchases are never motivated by feelings.

PTS: 1 DIF: Difficulty: Easy OBJ: LO: 7-3

ANS: T PTS: 1 DIF: Difficulty: Easy

ANS: T PTS: 1 DIF: Difficulty: Easy

PTS: 1 DIF: Difficulty: Easy OBJ: LO: 7-4

12. The ATO approach is known as a non-compensatory model.

PTS: 1 DIF: Difficulty: Easy OBJ: LO: 7-4

ANS: T PTS: 1 DIF: Difficulty: Easy

PTS: 1 DIF: Difficulty: Easy OBJ: LO: 7-4

ANS: T PTS: 1 DIF: Difficulty: Easy

PTS: 1 DIF: Difficulty: Moderate OBJ: LO: 7-4

PTS: 1 DIF: Difficulty: Moderate OBJ: LO: 7-4

PTS: 1 DIF: Difficulty: Easy OBJ: LO: 7-4

PTS: 1 DIF: Difficulty: Easy OBJ: LO: 7-4

PTS: 1 DIF: Difficulty: Easy OBJ: LO: 7-4

21. Persuasion refers to specific attempts to change attitudes.

ANS: T PTS: 1 DIF: Difficulty: Easy

ANS: T PTS: 1 DIF: Difficulty: Moderate

PTS: 1 DIF: Difficulty: Easy OBJ: LO: 7-5

ANS: T PTS: 1 DIF: Difficulty: Easy

PTS: 1 DIF: Difficulty: Easy OBJ: LO: 7-5

ANS: T PTS: 1 DIF: Difficulty: Moderate

27. Contradicting thoughts are known as negative arguments.

PTS: 1 DIF: Difficulty: Easy OBJ: LO: 7-5

ANS: T PTS: 1 DIF: Difficulty: Easy

PTS: 1 DIF: Difficulty: Easy OBJ: LO: 7-5

PTS: 1 DIF: Difficulty: Easy OBJ: LO: 7-5

PTS: 1 DIF: Difficulty: Easy OBJ: LO: 7-5

32. The balance theory is based on the consistency principle.

ANS: T PTS: 1 DIF: Difficulty: Easy

PTS: 1 DIF: Difficulty: Easy OBJ: LO: 7-5

PTS: 1 DIF: Difficulty: Easy OBJ: LO: 7-5

ANS: T PTS: 1 DIF: Difficulty: Easy

PTS: 1 DIF: Difficulty: Easy OBJ: LO: 7-5

PTS: 1 DIF: Difficulty: Easy OBJ: LO: 7-5

PTS: 1 DIF: Difficulty: Easy OBJ: LO: 7-5

ANS: T PTS: 1 DIF: Difficulty: Moderate

PTS: 1 DIF: Difficulty: Easy OBJ: LO: 7-6

PTS: 1 DIF: Difficulty: Easy OBJ: LO: 7-6

PTS: 1 DIF: Difficulty: Moderate OBJ: LO: 7-6

PTS: 1 DIF: Difficulty: Easy OBJ: LO: 7-6

ANS: T PTS: 1 DIF: Difficulty: Easy

ANS: T PTS: 1 DIF: Difficulty: Easy

PTS: 1 DIF: Difficulty: Easy OBJ: LO: 7-6

PTS: 1 DIF: Difficulty: Moderate OBJ: LO: 7-6

ANS: T PTS: 1 DIF: Difficulty: Easy

ANS: T PTS: 1 DIF: Difficulty: Easy

PTS: 1 DIF: Difficulty: Easy OBJ: LO: 7-6

11. The value-expressive function of attitudes:

15. The ego-defensive function of consumer attitudes:

18. Which of the following best explains impulse purchases?