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Exam
Name___________________________________
MULTIPLE CHOICE. Choose the one alternative that best completes the statement or answers the question.
1) How strongly consumers hold an attitude toward an object is usually related to: 1)
A) their belief in the objective value of the attitude object
B) how recently they have developed the Ao
C) their level of involvement with the attitude object
D) the available income they have in relation to the cost of the desired object
E) the number of positive attributes the object has
Answer: C
Explanation: A)
B)
C)
D)
E)
2) Acme Company knows its product has little brand loyalty, and customers don't have a strong 2)
preference for their product or their competitor's. To develop a positive attitude in the market,
Acme should concentrate first on ________ their product.
A) the hedonic consumption of
B) the emotional aspects of
C) the behavioural intentions generated by
D) the informational process related to
E) the current attitudes toward
Answer: C
Explanation: A)
B)
C)
D)
E)
3) Most researchers agree that an attitude is made up of ________ components. 3)

A) one B) three C) five D) four E) two
Answer: B
Explanation: A)
B)
C)
D)
E)
1
4) All of the following are a strategic application of multi-attribute models EXCEPT: 4)
A) strengthen perceived product-attribute links
B) capitalize on a brand's relative advantage
C) influence evaluations of competitors' products
D) extend a product's life cycle
E) add a new product feature
Answer: D
Explanation: A)
B)
C)
D)
E)
5) A person may eat Snickers candy bars because this brand is sold in the company cafeteria, and it is 5)
too much trouble to go elsewhere for a preferred bar. This would be an example of which kind of
attitude involvement, based on degree of commitment?
A) identification
B) information acquisition
C) compliance
D) fantasy
E) internalization
Answer: C
Explanation: A)
B)
C)
D)
E)
6) Cecilia has just purchased a new Jetta for $25 000 and is told that she has received a "super deal." A 6)
few days later she is surfing the Net and comes across the same Jetta for $2000 less from a
dealership only 100 miles away. Chances are that she will fairly quickly experience variables put
forth by the theory of:
A) Jungian possession
B) cognitive dissonance
C) anger-frustration
D) associative discord
E) avoidance-acceptance
Answer: B
Explanation: A)
B)
C)
D)
E)
2
7) All of the following are true about balance theory, EXCEPT: 7)
A) the perspective involves relations among three elements
B) each triad consists of perception of an object, attitude to an object, and attitude to a person
C) the attitude structures are called triads
D) a sentiment relation occurs where two elements are linked
E) it assumes the triad desires balance
Answer: B
Explanation: A)
B)
C)
D)
E)
8) Jeannette seeks out lots of information, considers information carefully, and arrives at a thoughtful 8)
decision about a home theater system. The hierarchy exhibited here is:
A) sensory adaptation
B) sensory selection
C) high involvement
D) Zajonc's
E) low involvement
Answer: C
Explanation: A)
B)
C)
D)
E)
9) According to the balance theory of attitudes, one element is seen somehow as belonging to or being 9)
part of another element in a/an:
A) sentiment relation
B) associative relation
C) triad
D) frame of reference
E) unit relation
Answer: E
Explanation: A)
B)
C)
D)
E)
3
10) Rather than selling someone on the price of a $150 000. Mercedes Benz right off the bat, marketers 10)
find that getting agreement on a variable like colour or styling first helps. This relates to the
________ technique.
A) cognitive association
B) foot-in-the-door
C) cognitive dissonance reduction
D) brand strengthening
E) frame of reference
Answer: B
Explanation: A)
B)
C)
D)
E)
11) Simi Ghandi is never quite sure which brand of gum to buy. She tries some, likes some, and rejects 11)
some. However, through a process of behavioural 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 most
appropriately describe Simi's situation?
A) cognitive hierarchy
B) habit hierarchy
C) low-involvement hierarchy
D) experiential hierarchy
E) standard learning hierarchy
Answer: C
Explanation: A)
B)
C)
D)
E)
12) According to the ABC model of attitudes, the relationships among knowing, feeling, and doing are 12)
combined in different ways en route to the formation of an attitude. In contrast to the confident
way Nancy ordered, Jan, an occasional drinker, ordered her drink by saying, "Oh, I don't really
care, I guess your house white wine will be fine." Which of the following schematics best represents
Jan's hierarchy of effects:
A) behaviour cognition affect
B) cognition behaviour affect
C) behaviour affect cognition
D) cognition affect behaviour
E) affect behaviour cognition
Answer: B
Explanation: A)
B)
C)
D)
E)
4
13) The extended Fishbein multi-attribute model recognizes a distinction between behavioural 13)
intentions and actual behaviour. This is important because:
A) the model depends upon consumers' actual knowledge of the product
B) not all product attributes are equally important to the consumer
C) there are often a number of factors not under the control of the individual which will hinder
the ability of any model to predict behaviour perfectly
D) most people only intend to do about 10 percent of the things they actually get around to doing
E) most people lie about their intentions, so intentions are not a very good indication of actual
behaviour
Answer: C
Explanation: A)
B)
C)
D)
E)
14) Which of the following is an example of something that would inhibit a person's desire for divorce? 14)
A) the prevalence of AIDS
B) a reduction in red tape associated with obtaining a divorce
C) an increase in their discretionary income
D) online dating websites that make it easier to find an ideal match
E) a reduction in costs associated with obtaining a divorce
Answer: A
Explanation: A)
B)
C)
D)
E)
15) Which of these statements about the way in which attitudes can form or be learned is NOT true: 15)
A) a brand name can elicit its own attitude
B) the process is the same no matter what the product or ad
C) learning an attitude can be the outcome of a complex cognitive process
D) reinforcement of an Ao
E) pairing an object (brand name) repeatedly with a catchy jingle
Answer: B
Explanation: A)
B)
C)
D)
E)
5
16) A research firm was using Fishbein's model to measure attitudes, but found that the predictions of 16)
the model were insufficient to explain the behaviour of their client's customers. The firm decided to
try the extended Fishbein model; what did they need to add to their original research?
A) They needed to add an attitude-tracking program
B) The social class and the income of the average customer
C) The age and income of the average customer
D) They needed to identify the important attributes that their client's customers consider when
evaluating the product
E) They needed to add the influence of an individual's attitude toward the act of buying
Answer: E
Explanation: A)
B)
C)
D)
E)
17) The attitude accessibility perspective suggests that: 17)

A) it is difficult to access a correct attitude if there is no trigger feature present
B) males have an easier time acccessing attitudes than females
C) behaviour is a function of a person's immediate perceptions of an attitude object in the context
of the situation in which it is encountered
D) attitudes are susceptible to proactive and retroactive interference
E) long-term memory retrieval affects a person's attitude
Answer: C
Explanation: A)
B)
C)
D)
E)
18) A company that sells a hemorrhoid medicine looked at a study which identified what types of TV 18)
ads were the most irritating to customers. High on the list were ads for hemorrhoid suffers. Which
of the following would be the best approach for the company to take with respect to the design of
their ads?
A) emphasize how their product would allow a customer to keep active and continue their daily
activities
B) emphasize price deals
C) emphasize how not using the product could result in problems for the afflicted person in his
or her social life
D) emphasize packaging
E) emphasize a graphic demonstration of the physical discomforts, creating a need for their
product
Answer: A
Explanation: A)
B)
C)
D)
E)
6
19) One way we maintain cognitive consistency is by inferring that we must have liked a product (have 19)
a positive attitude) because we bought it. This is a key feature of which theory:
A) self perception
B) habit strength
C) objective self-awareness
D) role playing
E) looking glass
Answer: A
Explanation: A)
B)
C)
D)
E)
20) All of the following, EXCEPT, ________ are attitude functions. 20)
A) motivation function
B) knowledge function
C) value-expressive function
D) utilitarian function
E) ego-defensive function
Answer: A
Explanation: A)
B)
C)
D)
E)
21) Mary has always had a good relationship with her mother. At the university she met a friend 21)
whom she grew very fond of. Mary brought her new friend home to visit her family. Mary's mother
really disliked her new friend. According to the balance theory, what will Mary be motivated to do?
A) Mary will assimilate her mother's feelings, thereby understanding her mother without
changing her attitude toward her or her new friend.
B) She will try to get her mother to change her attitude. If that is unsuccessful Mary will change
her attitude toward her mother, or toward her new friend.
C) Mary will begin to believe her own judgment is flawed and compensate by persuading
herself that she really does make good judgments in her relationships.
D) Mary will notice how her own behaviour was influenced by her mother and conclude that she
really likes her friend better than she at first believed.
E) Mary will stop liking her friend because if she does not, her relationship with her mother will
become negative.
Answer: B
Explanation: A)
B)
C)
D)
E)
7
22) Anything toward which one has an attitude, whether it is tangible, such as Coca-Cola, or 22)
intangible, such as the idea of energy conservation, is referred to as an:
A) Aatt B) Aact C) Aad D) Ao E) An
Answer: D
Explanation: A)
B)
C)
D)
E)
23) Kenneth is using a multi-attribute model to make a decision on which college to attend. Scholarly 23)
reputation, friendliness of students, and the adequacy of the college placement division are the
most important areas that Kenneth is using to measure his list of colleges. Which of the following
elements is Kenneth primarily using in his multi-attribute model to make his decision?
A) beliefs
B) importance weights
C) attributes
D) goals
E) valences
Answer: C
Explanation: A)
B)
C)
D)
E)
24) Bonnie is a wine connoisseur. She has spent a large amount of time studying the various wines, 24)
visiting vineyards, and tasting various vintages. Her attitude can be described as:
A) based on hedonic consumption
B) based on an emotional learning process
C) based on the experiential hierarchy of effects
D) based on cognitive information processing
E) based on cognitive consistency
Answer: D
Explanation: A)
B)
C)
D)
E)
8
25) Despite improvements to the Fishbein model, all of the following are considered to be obstacles to 25)
predicting behaviour using this model except ________.
A) the model was developed to deal with actual behaviour, not with the outcomes of behaviour
B) some outcomes are beyond the consumer's control
C) measures of attitude often do not really correspond to the behaviour they are supposed to
predict
D) the model does not consider social pressure
E) the basic assumption that behaviour is intentional may be invalid in some situations
Answer: D
Explanation: A)
B)
C)
D)
E)
26) Julia's favourite magazines are Vogue and Harpers Bazaar, she loves French food, and is 26)
anti-abortion. Which attitude function describes her motives?
A) knowledge function
B) ego-defensive function
C) motivation function
D) utilitarian function
E) value-expressive function
Answer: E
Explanation: A)
B)
C)
D)
E)
27) After an automobile purchase, there is a good chance that buyers will come across some 27)
information (better price somewhere; competitor superiority) that will conflict with their purchase.
Knowing this, marketers should:
A) call them with additional information to support purchase
B) send them to an information website
C) avoid them, and let their emotions settle down
D) if they call, immediately refund their purchase
E) defend your position; you have done nothing wrong to them
Answer: A
Explanation: A)
B)
C)
D)
E)
9
28) What is meant when researchers review a person's attitude toward the act of buying? 28)
A) They are trying to understand the person's willingness to spend money
B) They are trying to understand the perceived consequences of a purchase
C) They are trying to understand the effects of the novelty of a product
D) They are trying to understand if a person has internalized an advertisement
E) They are trying to understand whether an individual likes a retail outlet
Answer: B
Explanation: A)
B)
C)
D)
E)
29) According to the functional theory of attitudes, the ________ function is addressed by ads that 29)
stress straightforward product benefits ("Drink Diet Coke 'just for the taste of it'").
A) utilitarian
B) ego-defensive
C) value-expressive
D) attribute
E) knowledge
Answer: A
Explanation: A)
B)
C)
D)
E)
30) The functional theory of attitudes was initially developed by: 30)
A) Fishbein B) Maslow C) Jung D) Katz E) Zajonc
Answer: D
Explanation: A)
B)
C)
D)
E)
31) Brenda and Dorothy are both Generation Xers, but Brenda is three years older. If their attitudes 31)
toward shopping were tracked over time we would likely find that:
A) their attitudes would be too difficult to track because Generation Xers are fickle
B) their attitudes would be different because of their age difference
C) their attitudes would be too difficult to track because attitudes fluctuate too much over time
D) their attitudes would be different at some point because Brenda would enter a different age
cohort before Dorothy.
E) their attitudes would tend to be the same as they would share the same outlook
Answer: E
Explanation: A)
B)
C)
D)
E)
10
32) In the ABC model of attitudes is it possible to have a hierarchy that begins with behaviour? Why? 32)
A) No. An emotional response must occur before behaviour.
B) No. Behaviour must have a cause, which could be either a belief or an effect.
C) Yes. Sometimes people simply do things and use the self-perception theory to explain it after
the fact.
D) No. All known hierarchies begin with emotional or cognitive functions.
E) Yes. According to balance theory, it is possible for a person to simply react first.
Answer: C
Explanation: A)
B)
C)
D)
E)
33) Coke is attempting to combat erosion of the cola market by using phrases such as "unique taste 33)
sensation." They are attempting to appeal to consumers':
A) emotional reactions
B) individualism
C) spiritualism
D) prestige hierarchy
E) desire effect
Answer: A
Explanation: A)
B)
C)
D)
E)
34) Several of the following cultural roadblocks diminish the universality of the theory of reasoned 34)
action, EXCEPT:
A) the model was developed to predict the performance of any voluntary act
B) the model measures behavioural intentions and thus presupposed that consumers are actively
thinking ahead and planning future behaviours
C) the model was developed to deal with actual behaviour, not with the outcomes of behaviour
D) a consumer who forms an intention is (implicitly) claiming he or she is in control of his or her
actions
E) the relative impact of subjective norms may vary across cultures
Answer: C
Explanation: A)
B)
C)
D)
E)
11
35) Many attempts to correlate reported attitude toward something with actual behaviour have found: 35)
A) people cannot be trusted
B) when people say something, they generally do it
C) saying something and actually doing can be very different
D) all attitudinal research is generally useless
E) there is a high correlation between the two
Answer: C
Explanation: A)
B)
C)
D)
E)
36) Ruby believes that ice cream is fattening and therefore tries to avoid the temptation of eating it. 36)
Which of the following best describes the relationship between Ruby and ice cream?
A) The ice cream is an attitude object (Ao) because of Ruby's feelings toward the product.
B) The ice cream is matched to a personality trait (Pt) of Ruby and this is what causes her
difficulties in rejecting the product.
C) Ruby would likely have a positive attitude toward an advertisement (AAD) that showed
someone eating ice cream
D) The ice cream is purely a product (P1).
E) The ice cream is a fantasy (F1) for Ruby.
Answer: A
Explanation: A)
B)
C)
D)
E)
37) In a hypothetical experiment, two groups drank the same brand of fruit juice. One group was 37)
simply asked politely to try the drink. The second group was tricked into drinking the juice.
Suppose that on average, the second group liked the juice more than the first. How could the theory
of cognitive dissonance be used to explain these results?
A) It may violate a person's self-esteem to be tricked; consequently the juice was liked more
because the respondents had paid a higher psychological price.
B) It may violate a person's self-esteem to be tricked; therefore members of the second group
concluded that they really drank the juice because it tasted good.
C) It created a larger sense of cognitive dissonance in the first group because they agree to taste
the juice simply by being asked. They expressed their subconscious displeasure by rating the
drink more negatively than the second group.
D) People who were asked politely would have more anticipation and more expectations of the
juice than the other group. These pre-tasting conditions were harder to meet than when
people were simply tricked into tasting the juice.
E) Because the second group was tricked, they tried to figure out what the researchers were
trying to test and therefore rated the drink more highly.
Answer: B
Explanation: A)
B)
C)
D)
E)
12
38) When consumers change their behaviour or form attitudes intended to increase their similarity to 38)
another person or to a group, the level of commitment to that attitude is said to result from:
A) compliance
B) fantasy
C) internalization
D) socialization
E) identification
Answer: E
Explanation: A)
B)
C)
D)
E)
39) Multi-attribute attitude models specify three elements, which are: 39)
A) attitudes, values, beliefs
B) attributes, beliefs, importance weights
C) beliefs, importance weights, values
D) values, behaviours, attributes
E) affect, behaviour, salience
Answer: B
Explanation: A)
B)
C)
D)
E)
40) A primary application of functional theory to the strategic positioning of products is: 40)
A) that functional theory is more valid and reliable as a predictor of consumer needs than other
models
B) that everybody uses functional theory for decision making
C) not generally possible because attitudes serve many functions, no one is dominant
D) harmful to the development of favourable product associations
E) in most cases, that a particular function will dominate a consumer's need
Answer: E
Explanation: A)
B)
C)
D)
E)
13
41) Research has shown that at least three emotional dimensions have been identified in commercials. 41)
Two of these emotional dimensions are pleasure and arousal. What is the third emotional
dimension?
A) pain
B) intimidation
C) pride
D) influence
E) social connection
Answer: B
Explanation: A)
B)
C)
D)
E)
42) Sally considered herself to be relatively liberal in her political and social views. Her best friend 42)
introduced her to an environmental activist group. At the first meeting she attended, Sally agreed
with everything that was presented and decided to join the group. At the second meeting, however,
a group member presented an argument that Sally thought was "extreme." Sally later told her
friend that she could never join this group because their ideas were "crazy." Which theory would
best explain Sally's change of attitude?
A) Hierarchy of Effects
B) Balance theory
C) Theory of Cognitive Dissonance
D) Self-perception theory
E) Social Judgment theory
Answer: E
Explanation: A)
B)
C)
D)
E)
43) The balance theory perspective involves relations among three elements (a triad). Which of the 43)
following is one of the elements of the triad?
A) advertising agencies
B) a person and his or her perceptions
C) costs and benefits of taking an action
D) the marketer and their strategy of image building
E) sub-conscious motives
Answer: B
Explanation: A)
B)
C)
D)
E)
14
44) The concept which attempts to explain the relative impact of the three components of an attitude 44)
and the sequence of steps occurring en route to the formation of an attitude is called by attitude
researchers:
A) hierarchy of effects
B) mood-congruence effects
C) purchase-decision model
D) ratio-explanation hypothesis
E) attitude-belief hypothesis
Answer: A
Explanation: A)
B)
C)
D)
E)
45) Elements that might be included in consumer attitude tracking studies include all of the following, 45)
EXCEPT:
A) attitude changes as people age
B) historical effects such as the impact of a worldwide recession on our own economy
C) consumers' beliefs about what the future holds in terms of their future plans, their confidence
in the economy, etc.
D) identification of social phenomena which might affect consumption activities, e.g., easier
divorces, prevalence of AIDS, etc.
E) attitude internalization over time
Answer: E
Explanation: A)
B)
C)
D)
E)
46) Tanya is a researcher for a large marketing research firm. Her client is complaining that the theory 46)
of reasoned action model that they have been using has not been successful at predicting their
customers' behaviour because it ignores factors that are intervening between intent and
performance. What theory could Tanya consider applying into a new model that would account
for these intervening factors?
A) theory of factor mitigation
B) theory of trying
C) theory of environmental barriers
D) theory of unlimited actions
E) theory of desired results
Answer: B
Explanation: A)
B)
C)
D)
E)
15
47) Sarah sees an ad for a popular deodourant. In the ad, a young girl is embarrassed on prom night 47)
because of a perspiration stain on her pink prom dress. The punch line of the ad says, "Is yours
strong enough when you really need it?" Sarah thinks about the brand she uses, an upcoming date
with a new guy, and decides to switch to the advertised brand. Which of the following attitude
functions most closely matches the decision made by Sarah?
A) ego-defensive
B) knowledge
C) utilitarian
D) value-expressive
E) anxiety
Answer: A
Explanation: A)
B)
C)
D)
E)
48) Ben wanted to use the Fishbein model to measure attitudes toward a professional hockey team. 48)
What would Ben have to do first to use this model?
A) Determine the important attributes that would pertain to a professional hockey team.
B) Determine whether some fans were more loyal than others.
C) Determine first what attitudes customers had toward the professional hockey team.
D) Determine people's attitudes toward the hockey league.
E) Determine what salient beliefs people had toward professional hockey teams.
Answer: A
Explanation: A)
B)
C)
D)
E)
49) Social pressure theory indicates: 49)

A) groups are not effective for strategic decision making
B) people are inconsistent but stable emotionally
C) Freud is correct in his views
D) people rarely tell the truth
E) others' preferences may win out over individuals' preferences
Answer: E
Explanation: A)
B)
C)
D)
E)
16
50) Most researchers agree that an attitude has three components. In the ABC model of attitudes, they 50)
are:
A) activity, behaviour, conation
B) attitude, behaviour, conscience
C) attitude, belief, cognition
D) affect, behaviour, cognition
E) affect, behaviour, conscience
Answer: D
Explanation: A)
B)
C)
D)
E)
51) The three components of the Fishbein Model are: 51)

A) characteristics, beliefs, importance weights
B) salient beliefs, object-attribute linkages, appraisal
C) attributes, beliefs, importance weights
D) salient beliefs, object-attribute linkages, evaluation
E) notable beliefs, object-attribute linkages, evaluation
Answer: D
Explanation: A)
B)
C)
D)
E)
52) A lasting general evaluation of people (including oneself), objects, and issues is: 52)
A) a value
B) an attitude
C) an opinion
D) an impression
E) a platitude
Answer: B
Explanation: A)
B)
C)
D)
E)
17
53) Craig complained to his friend Jess that a class was too hard and he believed that the teacher was 53)
not being fair with his grading standards. Jess replied, "Craig, you really have an attitude problem."
What is the relationship between the manner that the term attitude is used in common conversation
and the how it is defined in consumer behaviour?
A) They are similar except that popular culture assumes that attitudes are related to cognition,
and research scientists have shown that there is no such relationship.
B) There is no relationship. Common usage is not the same as attitudes as seen by the researchers
who study consumer behaviour.
C) They are different in that popular culture does not recognize that attitudes are temporary.
Otherwise the usage is the same.
D) They are similar except that popular culture assumes that attitudes are related to beliefs, and
research scientists have shown that there is no such relationship.
E) The term attitude is widely used in popular culture in much the same way it is used in
studying consumer behaviour.
Answer: E
Explanation: A)
B)
C)
D)
E)
54) A well-known actor is used in an ad to create a positive sentiment for a newly-launched 54)
innovative moisturizing cream. This is an example of the marketing application of which theory:
A) self-perception
B) cognitive dissonance
C) social judgment
D) hierarchy
E) balance
Answer: E
Explanation: A)
B)
C)
D)
E)
55) Samantha is using a multi-attribute model to make a decision on which college to attend. She has 55)
decided that scholarly reputation is more important than whether the college has a good sports
program. Which of the following elements is Samantha primarily using in her multi-attribute
model to make her decision?
A) importance weights
B) goals
C) valences
D) beliefs
E) attributes
Answer: A
Explanation: A)
B)
C)
D)
E)
18
56) Which of the following best explains why a person is more likely to try to change the attitudes of 56)
others before they change their own attitudes?
A) According to the ABC model of attitudes, other people's attitudes are easier to change than one's
own.
B) According to self-perception theory, it is easier for a person to reinforce others' attitudes
based on their behaviour.
C) Attitudes are generally long lasting and endure over extended time spans. A person would
find it easier to initially try to get others to conform to their attitudes than to change their own
attitudes.
D) According to the balance theory a person will try to maintain balance in all their relationships.
E) According to the theory of reasoned actions, a person takes the most reasonable approach first,
which would logically lead their to try to change the attitudes of others before their own.
Answer: C
Explanation: A)
B)
C)
D)
E)
57) Marketing managers often reject the concept of low involvement by consumers in processing 57)
product or brand information because:
A) their bosses would fire them on the spot if they thought so
B) the proof is that consumers do buy their companies' brands
C) they were taught otherwise in business school
D) it implies that much of marketing communications would be wasted effort
E) the billions spent on advertising can't be wrong
Answer: D
Explanation: A)
B)
C)
D)
E)
58) Zajonic's Hierarchy of Effects model involves 58)

A) behaviour affect beliefs
B) behaviour beliefs affect
C) affect behaviour beliefs
D) beliefs affect behaviour
E) beliefs behaviour affect
Answer: C
Explanation: A)
B)
C)
D)
E)
19
59) Are cognition and affect two separate elements of attitudes? Affective responses do not always 59)
require prior cognitions according to the position taken by the:
A) independence hypothesis
B) experiential model
C) cognitive-affect model
D) attitude-congruence model
E) imbalanced-attribute hypothesis
Answer: A
Explanation: A)
B)
C)
D)
E)
60) Which of the following best expresses what marketers mean by attitude? 60)
A) how hard Jane will work to obtain a goal
B) the unease that Kyle feels every time he is forced to stay in a small confined space
C) Aa dog salivating when they hear a bell ring
D) how fast Kim learns to find her way around a new neighborhood
E) the preference that Sam holds for Chinese food over Mexican food
Answer: E
Explanation: A)
B)
C)
D)
E)
61) Molson's Ale depicts one male getting turned down for a date because an attractive female notices 61)
that he drinks another brand. Shortly after, she accepts a date from a male drinking Molson beer.
Molson is trying to get consumers to:
A) imitate the behaviour of successful models
B) be more assertive in product selection
C) choose based on subliminal perception
D) reject competitors based on selective learning
E) drink more beer generally
Answer: A
Explanation: A)
B)
C)
D)
E)
20
62) Roger was really angry when Coca-Cola attempted to switch from its older formula to New Coke. 62)
He wrote letters to Coca-Cola, talked to friends, called the local bottler, attempted to hoard "old
Coke," and complained to the local grocery store manager. In this example, which of the following
kinds of attitude involvement (based on degree of commitment) would be most closely associated with
Roger and his attitudes?
A) identification
B) compliance
C) internalization
D) conformity
E) information acquisition
Answer: C
Explanation: A)
B)
C)
D)
E)
63) According to the balance theory of attitudes, when two elements are linked because someone has 63)
expressed a preference, either positive or negative, for the third, a/an ________ exists.
A) unit relation
B) frame of reference
C) associative relation
D) sentiment relation
E) triad
Answer: D
Explanation: A)
B)
C)
D)
E)
64) Harmonious feelings among your thoughts, feelings, and behaviours is the underlying principle of: 64)
A) selective construction
B) agreeable circumstances
C) cognitive consistency
D) attitude constructs
E) professional presentations
Answer: C
Explanation: A)
B)
C)
D)
E)
21
65) When celebrity endorser Cybill Shepherd confessed that she did not eat red meat, even though she 65)
had been doing promotions for the beef industry, she was replaced as an endorser. According to
balance theory, this endorsement backfired because:
A) the star-product unit relation was questioned
B) Cybill Shepherd herself was found not be popular with the target group
C) beef had been a positively-valued attitude object
D) a sentiment relation was formed
E) consumers believed that eating fish or chicken was better for them than eating beef
Answer: A
Explanation: A)
B)
C)
D)
E)
66) A/An ________ implies that a consumer's attitude toward a product can be predicted by identifying 66)
the specific beliefs s/he holds about the several product attributes and combining them into one
overall measure of the consumer's attitude.
A) product forecasting model
B) hierarchy of effects model
C) integrated-beliefs model
D) attribute importance measure
E) multi-attribute attitude model
Answer: E
Explanation: A)
B)
C)
D)
E)
67) We grant a certain latitude towards acceptance or rejection of new ideas about an object for which 67)
we already hold an opinion. The tendency to characterize ideas falling in the area of rejection as
farther from our position than they actually are results in a/an ________ effect.
A) contrast
B) imbalance
C) dissonance
D) distortion
E) assimilation
Answer: A
Explanation: A)
B)
C)
D)
E)
22
68) Bill is watching a television show. When an advertisement comes on, he has a predisposition to 68)
respond to that advertisement in a favourable or unfavourable manner. This predisposition is
referred to as a(n) ________.
A) promotional cheer
B) promotional hype
C) advertisement potential
D) attitude toward the advertisement
E) promotional influence
Answer: D
Explanation: A)
B)
C)
D)
E)
SHORT ANSWER. Write the word or phrase that best completes each statement or answers the question.
69) The ad for a hemorrhoid remedy was so irritating that every time it came on the TV Luigi 69)
grabbed the controller and pressed the mute button. The advertisement's ________ was
faulty.
Answer: execution
Explanation:
70) In the ________-involvement hierarchy of effects, the consumer doesn't form an evaluation 70)
of a product until after s/he has had experience with it.
Answer: low
Explanation:
71) One of the most popular TV commercials in recent years featured basketball great 71)
Shaquille O'Neal for Pepsi. Consumers loved the commercial, but Pepsi sales fell by 2
percent during the same time period while Coke's sales rose by 8 percent. What problem
does the multi-attribute attitude model have in predicting behaviour in this case?
Answer: Knowledge of a person's attitude (liking Shaq) is not a very good predictor of
behaviour.
Explanation:
72) The modified Fishbein Model adds three modifications, ________, ________, and ________. 72)
Answer: intentions versus behaviour, social pressure, and attitude toward buying
Explanation:
73) The less important the product is to consumers, the more important are many of the 73)
marketing stimuli that must be devised to market it. This is termed the ________.
Answer: involvement paradox
Explanation:
74) The marketing manager of the symphony orchestra decided to try to gain an 74)
understanding of the attendees at a concert. He tried to understand the importance of the
________ of the audience members
Answer: attitude objects
Explanation:
23
75) When the university football team does exceptionally well, the number of students 75)
displaying the university insignia on shirts or caps increases as well. The students'
"basking in reflected glory" means that they are attempting to create a ________ relation
with a positively valued object.
Answer: unit
Explanation:
76) Consumers value harmony among their thoughts, feelings, and behaviours. They are 76)
motivated to maintain uniformity among these elements. If necessary, they will change
their thoughts, feelings, or behaviour to make them consistent with their other experiences,
a principle referred to as ________.
Answer: cognitive consistency
Explanation:
77) "Choosy mothers choose "Kraft peanut butter." This claim implies that knowledgeable 77)
people will reject anything but the very best. Is the marketer counting on attitudes with:
wider latitudes of acceptance or narrower latitudes of acceptance?
Answer: narrow latitudes of acceptance
Explanation:
TRUE/FALSE. Write 'T' if the statement is true and 'F' if the statement is false.
78) Sharon works for a university raising funds for scholarships. She finds that two donors could have 78)
the same attitude toward the university, but some will have more commitment to the school than
others. These have a tendency to give more to the scholarship fund. Sharon is correct in
encouraging her co-workers to increase the involvement of the donors with the university because
that would increase their commitment.
Answer: True False
Explanation:
79) Charles's use of Polo Sport after shave cream involves more than one attitude function. 79)
Answer: True False
Explanation:
80) A cola drink is preferred by a segment of cola drinkers, but the same segment almost always picks 80)
another cola brand in blind taste tests. The attitude formation for this product reflects the
value-expressive function more than the utilitarian function.
Answer: True False
Explanation:
81) Use of multi-attribute attitude models has been plagued by the major problem that they do not 81)
predict a person's behaviour very well.
Answer: True False
Explanation:
82) Phil wants to buy a car, but he is worried that his wife will be upset with him. This will negatively 82)
affect Phil's attitude toward the act of buying.
Answer: True False
Explanation:
24
83) Attitudes that are internalized can be changed easily. 83)
Answer: True False
Explanation:
84) Promoting a product so that expectations for the product will be slightly higher than reality can be 84)
a good strategy because of the effects of cognitive dissonance.
Answer: True False
Explanation:
85) A good amount of communication and information always has to occur with consumers, regardless 85)
of hierarchy involvement.
Answer: True False
Explanation:
86) It is impossible for a person to hold two contradictory attitudes toward the same object. 86)
Answer: True False
Explanation:
87) In general, the shorter the time is between measuring behavioural intentions and when the 87)
expected behaviour would take place, the weaker the predictability would be.
Answer: True False
Explanation:
88) Historical effects are events that affect large groups of people that can affect attitudes. 88)
Answer: True False
Explanation:
89) Steven needed $1000 to buy a new bike. He went to his friend Adam and asked to borrow $3000. As 89)
Steven expected, Adam said no. Steven then asked Adam to borrow $1000. Steven is using the
low-ball technique.
Answer: True False
Explanation:
90) Frank Smith needs to track attitude change over time. He will have to gather this data himself 90)
because there are no syndicated services that sell this type of data.
Answer: True False
Explanation:
91) The cognitive-affective model of attitude argues that cognitions, or thoughts, have a separate but 91)
equal effect on attitudes, as does affect, or emotions.
Answer: True False
Explanation:
92) High involvement with a product decision is more likely to lead to brand loyalty than low 92)
involvement.
Answer: True False
Explanation:
25
93) In balance theory, a unit relation occurs when two elements of a triad are linked because a person 93)
has expressed a preference (or dislike) for the third.
Answer: True False
Explanation:
94) Morris is considering joining the Marine Corps. However, he knows the corps has changed since 94)
his father joined. Women in the Marine Corps is a new idea that Morris will have to think about. He
realizes that to join the corps he will have to accept this idea. Morris's situation is an example of
social judgment theory in action.
Answer: True False
Explanation:
95) The experiential hierarchy of effects highlights the idea that attitudes will not be affected by such 95)
intangible product attributes as package design nor even by the brand name.
Answer: True False
Explanation:
96) Generally speaking, the less important the brand choice is to the consumer, the more important are 96)
the marketing communications used to sell it.
Answer: True False
Explanation:
97) If Ford Canada is paired repeatedly with images of success, advertisers are probably attempting to 97)
form an attitude through instrumental conditioning.
Answer: True False
Explanation:
98) Some workers calling to raise money for a charity will purposely ask for more money than the 98)
person on the phone is willing to give. They then ask for the lower, but normal contribution. The
charity workers are attempting to create cognitive dissonance to their own advantage.
Answer: True False
Explanation:
99) According to the Fishbein model, salient beliefs are those beliefs about an object that are considered 99)
during evaluation.
Answer: True False
Explanation:
100) Behaviour, in the ABC model of attitudes, involves what a person actually does, not what he 100)
intends to do with regard to an attitude object.
Answer: True False
Explanation:
101) All consumers commit to an attitude similarly, once the commitment is made. 101)
Answer: True False
Explanation:
102) Balance theory reminds us balance equilibrium is necessary to make any consumer decision. 102)
Answer: True False
Explanation:
26
103) Andy Wilcox was running for major. His campaign manager asked people to put a small 103)
pro-Wilcox sign in their yard. Later the manager called the same people and asked if a larger sign
could be placed in their yards. He was seldom turned down. This is an example of the
foot-in-the-door technique.
Answer: True False
Explanation:
104) Henry would like to have Phil for a roommate. They seem to get along fine and have many 104)
common interests. However, Phil smokes and Henry does not. The eventual solution to this
problem is that Phil agrees to smoke outside the apartment and tries to quit by using nicotine
patches. Henry agrees not to complain about the smell on Phil's clothes and to be supportive of his
attempts to quit smoking. This scenario illustrates the application of the contrast effect.
Answer: True False
Explanation:
105) The attention-catching ad for the newly launched healthy cereal from a well-respected food 105)
company is repeated numerous times on Ron's favourite sports program: Ron's Aad should be
positive.
Answer: True False
Explanation:
106) A marketing message is a special type of an attitude object. 106)

Answer: True False
Explanation:
107) Life cycle effects, cohort effects, and historical effects, all are areas of attitude tracking measurement 107)
linked to specific age groups.
Answer: True False
Explanation:
108) The principle of cognitive consistency stresses that overall attitudes and behaviours must average 108)
out in agreement, although consumers will have very little motivation to maintain uniformity
between just two inconsistent elements.
Answer: True False
Explanation:
109) Gasoline is the only product commonly purchased that is priced down to a fraction of a cent (to a 109)
mill). This is so because gasoline is selected for purchase following a low-involvement hierarchy
which makes point-of-purchase factors more important.
Answer: True False
Explanation:
110) Affect refers to the way consumers feel about an attitude object. 110)
Answer: True False
Explanation:
111) In the extended Fishbein model, a subjective norm is made up of the intensity of an applicable 111)
normative belief and the motivation of the individual to comply with it.
Answer: True False
Explanation:
27
112) Cindy is watching a television advertisement. The only elements that will influence Cindy's 112)
attitude toward the advertisement are her attitude toward the advertiser and the mood evoked by
the ad.
Answer: True False
Explanation:
113) According to the definition given in the text, the object of an attitude (Ao) can be an object, but not a 113)
person.
Answer: True False
Explanation:
114) According to the functional theory of attitudes, attitudes are determined by a person's motives. 114)
Answer: True False
Explanation:
115) The pressure to reduce cognitive dissonance is more likely to be observed in low-involvement 115)
situations.
Answer: True False
Explanation:
116) Janet will only drink Earl Grey tea. This tea is her attitude object. 116)
Answer: True False
Explanation:
117) The technique of attitude tracking helps increase the predictability of behaviour by allowing 117)
researchers to analyze attitude trends over an extended period of time.
Answer: True False
Explanation:
118) The advertiser decided to draw on the emotional reactions of consumers to market a new soft 118)
toffee. To do this he focused on intangible attributes of the toffees for packaging, advertising and
even the development of a new brand name. This focus was based on the experiential hierarchy of
effects.
Answer: True False
Explanation:
119) The lessons of cognitive dissonance should lead marketers to make sure that consumers have access 119)
to post-purchase reinforcements that help them to build positive brand attitudes.
Answer: True False
Explanation:
120) Fred is trying to understand why his customers feel the way the do about the speakers he sells. He 120)
first identifies what speaker attributes are important to his customers, and then analyzes the extent
to which his customers believe his speakers contain those attributes. Finally, he identifies the
relative importance of each attribute. Fred is utilizing a multi-attribute attitude model.
Answer: True False
Explanation:
28
121) Denise has noticed that her competitor's products are perceived very positively. Denise could use a 121)
multi-attribute attitude model for designing an advertisement to influence consumers' evaluations
of her competitor's offerings.
Answer: True False
Explanation:
122) Double-Dip makes ice cream. The only advantage Double-Dip has over its competitors is taste. 122)
Double-dip costs more and has more calories per unit weight. Promotions for Double-Dip should
emphasize the experiential hierarchy of the ABC model of attitudes.
Answer: True False
Explanation:
123) Darren recently bought a new tennis racket. He thinks that he must have a positive attitude toward 123)
the racket or else he wouldn't have purchased it. This example illustrates self-perception theory.
Answer: True False
Explanation:
124) If Lana wears red, flashy dresses because it says something about her lifestyle, then Lana is 124)
exhibiting the ego-defensive function of attitudes.
Answer: True False
Explanation:
125) Jason believes that dressing formally (e.g., a coat and tie) marks him as a man who is "dressed for 125)
success," therefore Jason dresses formally even in class or for casual occasions. Jason is basing this
decision on the cognition part of the ABC model of attitudes.
Answer: True False
Explanation:
126) When Rob visits the pub he never fails to ask for a Bodington on tap. This is an example of 126)
compliance to this brand.
Answer: True False
Explanation:
127) Messages delivered by happy people can enhance attitudes towards products. 127)
Answer: True False
Explanation:
128) People may distort information so that it agrees with what they believe. 128)
Answer: True False
Explanation:
129) The independence hypothesis asserts that affective and cognitive responses may be partially 129)
distinct elements of attitude, but it does not eliminate the role of cognition.
Answer: True False
Explanation:
29
130) Some workers calling to raise money for a charity will purposely ask for more money than the 130)
person on the phone is willing to give. They then ask for the lower, but normal contribution. The
charity workers are attempting to create cognitive dissonance to their own advantage.
Answer: True False
Explanation:
131) In multi-attribute attitude models, importance weights take into account the relative influence of 131)
each attribute in the overall attitude a person holds.
Answer: True False
Explanation:
132) Attitudes, that are formed out of the dominant need for order, are said to be value-expressive. 132)
Answer: True False
Explanation:
133) Self perception theory assumes that people use observations of others' behaviours to determine 133)
what their attitudes are.
Answer: True False
Explanation:
134) The extended Fishbein Model is called the theory of reasoned action. 134)
Answer: True False
Explanation:
ESSAY. Write your answer in the space provided or on a separate sheet of paper.
135) A teenager sassed his father. The father looked at his teenage son and remarked, "I don't like your attitude."
How is this use of the term attitude both similar and dissimilar to how the term is utilized in studying consumer
behaviours?
Answer: An attitude is a lasting, general evaluation of people toward an attitude object.
- The common usage of attitude is very close to how it is thought of in scientific studies of consumer
behaviour. The teenager's attitude resulted from a general evaluation of his father or of a certain event
that provoked the verbal exchange.
- The teenager's behaviour probably resulted from a temporary situation. His true attitudes probably
would not create this negative interaction. The father may also have mistakenly utilized the term in that
he may not have realized that multiple attitudes can exist which do not have to be logically consistent
with each other. His son probably has many attitudes.
30
136) Why have multi-attribute attitude models become so popular among marketing researchers? What three
elements are specified in such models?
Answer: A simple response from a consumer does not always give enough information about why a consumer
feels a certain way about a product nor about what marketers can do to change the consumer's attitude.
The models assume that a consumer's attitude or evaluation of an attitude object will depend upon the
beliefs s/he has about several attributes of the object. The use of a multi-attribute model implies that an
attitude toward a product or brand can be predicted by identifying these specific beliefs and combining
them in an appropriate manner, to derive a better measure of the consumer's overall attitude.
Basic multi-attribute attitude models specify three elements:

Attributes are characteristics of the attitude object. Most models assume that the relevant
characteristics can be identified, that is, the researcher can include those attributes that consumers take
into account when they are evaluating the attitude object.
Beliefs are cognitions about the specific attitude object. A belief measure assesses the extent to
which the consumer perceives that a brand has a particular attribute.
Importance weights reflect the relative priority of an attribute to the consumer. Some attributes are
more important than others to the consumer. These weights are likely to differ across consumers.
137) Josephine is a consumer who will form her attitude about her home theatre system using the low involvement
hierarchy of effects. What are the ramifications for an electronics firm that deals with Josephine? What should
they do about this type of customer?
Answer: This will be a purchase with very little information gathering, like "spur of the moment.' The emotional
response will come after experiencing it, and then evaluation occurs.
These consumers do not want a lot of detailed information/communication up front, and marketers
should be aware of when evaluation (and maybe cognitive dissonance) occurs. Follow-up after the sale is
very important here - if they are unhappy, they may want to return it and /or may give bad word of
mouth communication to others.
138) Samuel gathered the following information about a new program in the business college. He used a scale from 1
to 10 with the higher numbers indicating a "better" standing for an attribute.
Attribute Belief Importance
a. Job potential 7 10
b. Difficulty 8 5
c. Resources of college 9 3
d. Instructor's knowledge 7 5
What is the numerical value of the attitude toward this new program using the Fishbein Model?
Answer: Aij = sum (Bij × Iij) or : (7 × 10) + (8 x 5) + (9 × 3) + (7 × 5) = 70 + 40 + 27 + 35 = 172
139) Why do marketers use attitude tracking studies? Use an example.

Answer: Administering attitude surveys at regular intervals over time (ideally with the same methodology each
time so that results can be reliably compared) enables marketers to see trends affecting their products or
communications. They may make inferences about how much progress the brand has made or any
predictions about possible future changes in consumer attitudes. They can make necessary modifications.
Examples would include seeing a shift over time in alcoholic preferences from spirits to light wines;
increased concern about "natural" ingredients in foods and beverages instead of "chemicals"; etc.
31
140) Well-meaning consumers have become more highly-involved with nutrition. They have begun changing their
buying behaviours to include healthier foods, avoiding foods with high levels of fat, sugar, salt. In this ideal
world, such consumers have demonstrated the standard learning hierarchy of effects. Analyze their behaviour
from this perspective.
Answer: This perspective assumes that the consumer is motivated to solve a problem: how to live longer and live
healthier. Having learned that good nutrition leads to longer healthier lives, these consumers accumulate
information about which foods contain nutrients essential to good health, flagging those foods which are
harmful. This is forming beliefs about relevant attributes of good food. Reviewing accumulated
information creates a positive feeling about the right choices to make in menu planning (affect).
Consumers continue to follow their plan of consistently choosing the right foods, avoiding the bad ones
(behaviour). This careful analysis characterizes the motivation of those highly-involved with the
outcome of nutritional behaviour, unlikely to wish to change their views.
141) Why should marketers be aware of consumers' cognitive consistency and dissonance? How can dissonance be
reduced?
Answer: According to the principle of cognitive consistency, consumers value harmony among their thoughts,
feelings, and behaviours, and they are motivated to maintain uniformity among these elements. If
necessary, consumers will change their thoughts, feelings, or behaviours to make them consistent with
their other experiences.
Cognitive dissonance theory is one of the most influential approaches to attitudes based upon the
consistency principle. The theory focuses on situations where two cognitive elements are inconsistent,
creating a feeling of discomfort that the consumer is motivated to reduce by making things fit with one
another. Dissonance can be reduced by eliminating, adding, or changing elements. The pressure to
reduce dissonance is more likely to be observed in high-involvement situations, where the elements are
important to the individual.
An application of dissonance theory is that evaluations of a product tend to become more positive
after the product has been purchased. Consumers find even more reasons to like something after it
becomes theirs. An implication of this phenomenon is that consumers actively seek support for their
purchase decisions, so marketers should supply them with additional reinforcement to build positive
brand attitudes.
142) With respect to self-perception theory, compare the "foot-in-the-door" technique with "door-in-the-face"
technique. Assume that a politician is running for a political office and give an example of the utilization of both
techniques in her campaign.
Answer: - The foot-in-the-door technique is based on the observation that a consumer is more likely to comply
with a request if he or she has first agreed to comply with a smaller request (such as a free sample or a
test drive). For instance, the candidate could attempt to get potential voters involved in the campaign by
asking them to do something small like wearing a campaign button. The politician could also ask people
to put up small signs for her campaign on the lawns of voters.
- The opposite is true for the door-in-the-face technique. Here a person is asked to do something
extreme (a request is usually refused) and then is asked to do something smaller. People tend to go along
with the smaller request. For instance, the politician could ask voters to put up a large campaign sign on
their property. Once the voter refuses to comply, they are then asked to put up a small campaign sign.
32
143) Both the Fishbein model and the extended Fishbein model attempt to measure the influence of attitudes. What was
the flaw in the original model and what was added in the extended model to correct this flaw?
Answer: The original Fishbein model attempted to measure attitudes, but knowing a customer's attitude does not
always allow a useful prediction of his or her actual behaviour. To translate intentions created by
attitudes to actual behaviours required the addition of other tangential attitudes and outside influences.
The following effects were included in the extended Fishbein Model, also knowns as the theory of
reasoned action:
Social pressure The theory of reasoned action acknowledges that sometimes we are influenced
more by opinions of others than by our own personal preferences. Hence, the element of a subjective
norm was added to the model: the effects of what we believe other people think we should do. This
depends, in part, upon how strongly we believe others think a specific action should be taken, and by our
willingness to comply with their pressure.
Attitude toward the act of buying It turns out that knowing how consumers feel about the act of
buying may be a better predictor than knowing their attitude toward the product itself. What are the
consequences of making the purchase or using the product?
144) Identify the elements of balance theory. Discuss possible interaction effects between unit relation and sentiment
relation, and how they can be applied to marketing strategy.
Answer: The elements of a triad in balance theory are: a person and his/her perception of an attitude object, and
some other person or object
These perceptions can be either positive or negative. The theory specifies that people desire relations
among elements in a triad to be harmonious, or balanced. If they are not, a state of tension will result.
People will somehow alter these perceptions to make them consistent and restore balance. Elements can
be perceived as belonging together in one of two ways:
Unit relation in which one element is seen as somehow belonging to or being part of another
element
Sentiment relation in which two elements are linked because one has expressed a preference (or
dislike) for the third
Applications to marketing strategy:

Forming a perception of a unit relation between consumers and usage of a product to create the
opportunity for developing new sentiment relations
- Creating a sentiment relation between consumers and products by depicting unit relations between
product and celebrity endorsers
33
145) List and describe three attitude changes that researchers may be interested in tracking over time?
Answer: • Changes in different age groups: Attitudes tend to change as people age (a life-cycle effect). In addition,
cohort effects occur, where members of a particular generation (e.g., yuppies) tend to share certain
outlooks. Also, historical effects can be observed as large groups of people are affected by profound
cultural changes (such as the terrorist attacks of 2001).
• Scenarios about the future: Consumers are frequently tracked in terms of their future plans, confidence
in the economy, and so on. These measures can provide valuable data about future behaviour and yield
insights for public policy. For example, people tend to overestimate how much they will earn after
retirement, which is a potentially dangerous miscalculation.
• Identification of change agents: Social phenomena can change people’s attitudes toward basic
consumption activities over time. For example, Al Gore’s movie An Inconvenient Truth certainly fuelled
the sustainability movement. Or consumers’ likelihood of desiring a divorce may be affected by such
facilitators as changes in the legal system that make this action easier, or by inhibitors, such as the
prevalence of AIDS and the value of two paycheques in today’s economy
146) How strongly or weakly a consumer is committed to a specific attitude relates to the level of involvement they
have with the attitude object. Describe the strength of commitment involved in each of the following and give
an example:
compliance
identification
internalization
Answer: Compliance: At the lowest level of involvement is compliance, an attitude formed because it helps in
gaining rewards or avoiding punishment from others. This attitude is very superficial. It is likely to
change when the person's behaviour is no longer monitored by others or when another option becomes
available. (Example: A person may drink Pepsi because this brand is sold in the cafeteria, and it is too
much trouble to go elsewhere for a Coca-Cola.)
Identification: A process of identification occurs when attitudes are formed to be similar to another
person or group. Advertising that depicts the social consequences of choosing some products over others
is relying on the tendency of consumers to imitate the behaviour of desirable models.
Internalization: At a high level of involvement, deep-seated attitudes are internalized and become
part of the person's value system. These attitudes are very hard to change. (Example: Many consumers
reacted quite negatively when the company attempted to switch to the New Coke formula. This
allegiance to Coke was obviously more than a minor preference for these people; the brand had become
intertwined with their social identities, taking on patriotic and nostalgic properties.)
147) Retail stores put a number of items on the aisles leading to the checkout station. These are placed there to
remind customers of things they may have overlooked, or to show products that customers may not have
thought of buying until they are seen. Retailers know that some items are purchased on impulse. In other
words, the customer simply sees a product and purchases it. Create a fourth hierarchy of effects that would
combine the three components of the ABC model when a product is selected on impulse.
Answer: The customer simply buys the product, and then explains to herself later why, and how, she feels.
Consequently, there are two possibilities, both of which begin with behaviour:
- The first hierarchy could be: behaviour > Beliefs > Affect
- The second hierarchy could be: behaviour > Affect > Beliefs
34
148) Using balance theory, explain why a book publisher might want to use Donald Trump as a television
"pitchman" for a new book about a previously unknown concept concerning deal financing.
Answer: According to balance theory, three elements would be involved potential buyers, Donald Trump, and
the book. These three elements must be in balance if they are not, people will alter perceptions to make
relations among them consistent.
Therefore, if Donald Trump is a positive force (credible and influential) and the knowledge/belief among
potential buyers in the new concept is negative or doubtful, publishers hope that his positive force will
triumph and win over the negative force, resulting in book purchases.
149) Although the theory of reasoned action is considered an improvement over the original Fishbein model, there
are still obstacles to predicting behaviour. What are these obstacles?
Answer: Despite the modifications and improvements in the predictions of consumer behaviour, there are still
obstacles in predicting behaviour. For instance:
- the model was developed to deal with actual behaviour (e.g. taking a diet pill), not with the outcomes
of behaviour (e.g. losing weight).
- some outcomes are beyond the consumer’s control, such as not getting financing for a house.
- these models assume that behaviour is intentional, and thus does not allow for impulsive acts.
- measures of attitude often to not correspond to the behaviour they are supposed to predict, for instance,
because someone has a positive attitude toward a sports car, does not mean they will purchase a Chrysler
PT Cruiser.
- there can be a problem with the time an attitude measurement was taken. The longer the time between
the attitude measurement and the behaviour it is supposed to assess, the weaker the relationship will be.
- according to the attitude accessibility perspective, behaviour is a function of the person's immediate
perceptions of the attitude object in the context of the situation in which it is encountered. An attitude
will guide the evaluation of the object, but only if it is activated from memory when the object is
observed.
150) What are latitudes of acceptance and rejection?

Answer: Social judgment theory assumes that people assimilate new information about attitude objects in light of
what they already know or feel. People differ in terms of information they will find acceptable or
unacceptable. They form latitudes of acceptance or rejection: ideas that fall within a certain latitude of
acceptance will be favourably received, those falling outside this zone will not.
35
Answer Key
Testname: C7
1) C
2) C
3) B
4) D
5) C
6) B
7) B
8) C
9) E
10) B
11) C
12) B
13) C
14) A
15) B
16) E
17) C
18) A
19) A
20) A
21) B
22) D
23) C
24) D
25) D
26) E
27) A
28) B
29) A
30) D
31) E
32) C
33) A
34) C
35) C
36) A
37) B
38) E
39) B
40) E
41) B
42) E
43) B
44) A
45) E
46) B
47) A
48) A
49) E
50) D
36
Answer Key
Testname: C7
51) D
52) B
53) E
54) E
55) A
56) C
57) D
58) C
59) A
60) E
61) A
62) C
63) D
64) C
65) A
66) E
67) A
68) D
69) execution
70) low
71) Knowledge of a person's attitude (liking Shaq) is not a very good predictor of behaviour.
72) intentions versus behaviour, social pressure, and attitude toward buying
73) involvement paradox
74) attitude objects
75) unit
76) cognitive consistency
77) narrow latitudes of acceptance
78) TRUE
79) TRUE
80) TRUE
81) TRUE
82) TRUE
83) FALSE
84) TRUE
85) FALSE
86) FALSE
87) FALSE
88) TRUE
89) FALSE
90) FALSE
91) FALSE
92) TRUE
93) FALSE
94) TRUE
95) FALSE
96) TRUE
97) FALSE
98) FALSE
99) TRUE
100) FALSE
37
Answer Key
Testname: C7
101) FALSE
102) FALSE
103) TRUE
104) FALSE
105) TRUE
106) TRUE
107) TRUE
108) FALSE
109) FALSE
110) TRUE
111) TRUE
112) FALSE
113) FALSE
114) TRUE
115) FALSE
116) TRUE
117) TRUE
118) TRUE
119) TRUE
120) FALSE
121) TRUE
122) TRUE
123) TRUE
124) FALSE
125) TRUE
126) FALSE
127) TRUE
128) TRUE
129) TRUE
130) FALSE
131) TRUE
132) FALSE
133) FALSE
134) TRUE
135) An attitude is a lasting, general evaluation of people toward an attitude object.
- The common usage of attitude is very close to how it is thought of in scientific studies of consumer behaviour. The
teenager's attitude resulted from a general evaluation of his father or of a certain event that provoked the verbal
exchange.
- The teenager's behaviour probably resulted from a temporary situation. His true attitudes probably would not create
this negative interaction. The father may also have mistakenly utilized the term in that he may not have realized that
multiple attitudes can exist which do not have to be logically consistent with each other. His son probably has many
attitudes.
38
Answer Key
Testname: C7
136) A simple response from a consumer does not always give enough information about why a consumer feels a certain
way about a product nor about what marketers can do to change the consumer's attitude. The models assume that a
consumer's attitude or evaluation of an attitude object will depend upon the beliefs s/he has about several attributes of
the object. The use of a multi-attribute model implies that an attitude toward a product or brand can be predicted by
identifying these specific beliefs and combining them in an appropriate manner, to derive a better measure of the
consumer's overall attitude.
Basic multi-attribute attitude models specify three elements:

Attributes are characteristics of the attitude object. Most models assume that the relevant characteristics can be
identified, that is, the researcher can include those attributes that consumers take into account when they are
evaluating the attitude object.
Beliefs are cognitions about the specific attitude object. A belief measure assesses the extent to which the
consumer perceives that a brand has a particular attribute.
Importance weights reflect the relative priority of an attribute to the consumer. Some attributes are more
important than others to the consumer. These weights are likely to differ across consumers.
137) This will be a purchase with very little information gathering, like "spur of the moment.' The emotional response will
come after experiencing it, and then evaluation occurs.
These consumers do not want a lot of detailed information/communication up front, and marketers should be
aware of when evaluation (and maybe cognitive dissonance) occurs. Follow-up after the sale is very important here -
if they are unhappy, they may want to return it and /or may give bad word of mouth communication to others.
138) Aij = sum (Bij × Iij) or : (7 × 10) + (8 x 5) + (9 × 3) + (7 × 5) = 70 + 40 + 27 + 35 = 172
139) Administering attitude surveys at regular intervals over time (ideally with the same methodology each time so that
results can be reliably compared) enables marketers to see trends affecting their products or communications. They
may make inferences about how much progress the brand has made or any predictions about possible future changes
in consumer attitudes. They can make necessary modifications. Examples would include seeing a shift over time in
alcoholic preferences from spirits to light wines; increased concern about "natural" ingredients in foods and beverages
instead of "chemicals"; etc.
140) This perspective assumes that the consumer is motivated to solve a problem: how to live longer and live healthier.
Having learned that good nutrition leads to longer healthier lives, these consumers accumulate information about
which foods contain nutrients essential to good health, flagging those foods which are harmful. This is forming beliefs
about relevant attributes of good food. Reviewing accumulated information creates a positive feeling about the right
choices to make in menu planning (affect). Consumers continue to follow their plan of consistently choosing the right
foods, avoiding the bad ones (behaviour). This careful analysis characterizes the motivation of those highly-involved
with the outcome of nutritional behaviour, unlikely to wish to change their views.
141) According to the principle of cognitive consistency, consumers value harmony among their thoughts, feelings, and
behaviours, and they are motivated to maintain uniformity among these elements. If necessary, consumers will change
their thoughts, feelings, or behaviours to make them consistent with their other experiences.
Cognitive dissonance theory is one of the most influential approaches to attitudes based upon the consistency
principle. The theory focuses on situations where two cognitive elements are inconsistent, creating a feeling of
discomfort that the consumer is motivated to reduce by making things fit with one another. Dissonance can be reduced
by eliminating, adding, or changing elements. The pressure to reduce dissonance is more likely to be observed in
high-involvement situations, where the elements are important to the individual.
An application of dissonance theory is that evaluations of a product tend to become more positive after the
product has been purchased. Consumers find even more reasons to like something after it becomes theirs. An
implication of this phenomenon is that consumers actively seek support for their purchase decisions, so marketers
should supply them with additional reinforcement to build positive brand attitudes.
39
Answer Key
Testname: C7
142) - The foot-in-the-door technique is based on the observation that a consumer is more likely to comply with a request
if he or she has first agreed to comply with a smaller request (such as a free sample or a test drive). For instance, the
candidate could attempt to get potential voters involved in the campaign by asking them to do something small like
wearing a campaign button. The politician could also ask people to put up small signs for her campaign on the lawns
of voters.
- The opposite is true for the door-in-the-face technique. Here a person is asked to do something extreme (a request
is usually refused) and then is asked to do something smaller. People tend to go along with the smaller request. For
instance, the politician could ask voters to put up a large campaign sign on their property. Once the voter refuses to
comply, they are then asked to put up a small campaign sign.
143) The original Fishbein model attempted to measure attitudes, but knowing a customer's attitude does not always allow a
useful prediction of his or her actual behaviour. To translate intentions created by attitudes to actual behaviours
required the addition of other tangential attitudes and outside influences. The following effects were included in the
extended Fishbein Model, also knowns as the theory of reasoned action:
Social pressure The theory of reasoned action acknowledges that sometimes we are influenced more by opinions
of others than by our own personal preferences. Hence, the element of a subjective norm was added to the model: the
effects of what we believe other people think we should do. This depends, in part, upon how strongly we believe
others think a specific action should be taken, and by our willingness to comply with their pressure.
Attitude toward the act of buying It turns out that knowing how consumers feel about the act of buying may be a
better predictor than knowing their attitude toward the product itself. What are the consequences of making the
purchase or using the product?
144) The elements of a triad in balance theory are: a person and his/her perception of an attitude object, and some other
person or object
These perceptions can be either positive or negative. The theory specifies that people desire relations among
elements in a triad to be harmonious, or balanced. If they are not, a state of tension will result. People will somehow
alter these perceptions to make them consistent and restore balance. Elements can be perceived as belonging together
in one of two ways:
Unit relation in which one element is seen as somehow belonging to or being part of another element
Sentiment relation in which two elements are linked because one has expressed a preference (or dislike) for the
third
Applications to marketing strategy:

Forming a perception of a unit relation between consumers and usage of a product to create the opportunity for
developing new sentiment relations
- Creating a sentiment relation between consumers and products by depicting unit relations between product and
celebrity endorsers
40
Answer Key
Testname: C7
145) • Changes in different age groups: Attitudes tend to change as people age (a life-cycle effect). In addition, cohort effects
occur, where members of a particular generation (e.g., yuppies) tend to share certain outlooks. Also, historical effects can
be observed as large groups of people are affected by profound cultural changes (such as the terrorist attacks of 2001).
• Scenarios about the future: Consumers are frequently tracked in terms of their future plans, confidence in the
economy, and so on. These measures can provide valuable data about future behaviour and yield insights for public
policy. For example, people tend to overestimate how much they will earn after retirement, which is a potentially
dangerous miscalculation.
• Identification of change agents: Social phenomena can change people’s attitudes toward basic consumption activities
over time. For example, Al Gore’s movie An Inconvenient Truth certainly fuelled the sustainability movement. Or
consumers’ likelihood of desiring a divorce may be affected by such facilitators as changes in the legal system that
make this action easier, or by inhibitors, such as the prevalence of AIDS and the value of two paycheques in today’s
economy
146) Compliance: At the lowest level of involvement is compliance, an attitude formed because it helps in gaining
rewards or avoiding punishment from others. This attitude is very superficial. It is likely to change when the person's
behaviour is no longer monitored by others or when another option becomes available. (Example: A person may drink
Pepsi because this brand is sold in the cafeteria, and it is too much trouble to go elsewhere for a Coca-Cola.)
Identification: A process of identification occurs when attitudes are formed to be similar to another person or
group. Advertising that depicts the social consequences of choosing some products over others is relying on the
tendency of consumers to imitate the behaviour of desirable models.
Internalization: At a high level of involvement, deep-seated attitudes are internalized and become part of the
person's value system. These attitudes are very hard to change. (Example: Many consumers reacted quite negatively
when the company attempted to switch to the New Coke formula. This allegiance to Coke was obviously more than a
minor preference for these people; the brand had become intertwined with their social identities, taking on patriotic
and nostalgic properties.)
147) The customer simply buys the product, and then explains to herself later why, and how, she feels. Consequently, there
are two possibilities, both of which begin with behaviour:
- The first hierarchy could be: behaviour > Beliefs > Affect
- The second hierarchy could be: behaviour > Affect > Beliefs
148) According to balance theory, three elements would be involved potential buyers, Donald Trump, and the book. These
three elements must be in balance if they are not, people will alter perceptions to make relations among them
consistent.
Therefore, if Donald Trump is a positive force (credible and influential) and the knowledge/belief among potential
buyers in the new concept is negative or doubtful, publishers hope that his positive force will triumph and win over
the negative force, resulting in book purchases.
149) Despite the modifications and improvements in the predictions of consumer behaviour, there are still obstacles in
predicting behaviour. For instance:
- the model was developed to deal with actual behaviour (e.g. taking a diet pill), not with the outcomes of behaviour
(e.g. losing weight).
- some outcomes are beyond the consumer’s control, such as not getting financing for a house.
- these models assume that behaviour is intentional, and thus does not allow for impulsive acts.
- measures of attitude often to not correspond to the behaviour they are supposed to predict, for instance, because
someone has a positive attitude toward a sports car, does not mean they will purchase a Chrysler PT Cruiser.
- there can be a problem with the time an attitude measurement was taken. The longer the time between the attitude
measurement and the behaviour it is supposed to assess, the weaker the relationship will be.
- according to the attitude accessibility perspective, behaviour is a function of the person's immediate perceptions of
the attitude object in the context of the situation in which it is encountered. An attitude will guide the evaluation of the
object, but only if it is activated from memory when the object is observed.
41
Answer Key
Testname: C7
150) Social judgment theory assumes that people assimilate new information about attitude objects in light of what they
already know or feel. People differ in terms of information they will find acceptable or unacceptable. They form
latitudes of acceptance or rejection: ideas that fall within a certain latitude of acceptance will be favourably received,
those falling outside this zone will not.
42
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“Sure, people buying things for school. Grouchy Greenway was in,
he bought a lot of homework paper—pity the fellers in the third
grade. Ruth Binney’s scared of that ladder that rolls along—oh
bimbo, that’s my middle name. I can take a running jump and ride it
all the way to the back of the store.” He did not mention that he
played the harmonica for the girls to dance; he was a good sport and
did not tell tales out of school.
“I think Ruth and Annie Terris will miss you when you go to
Montana,” said Mr. Walton playfully.
“Such nonsense,” said Mrs. Walton. “Don’t put those ideas back
into his head.”
“I may go sooner than you think,” said Hervey.
He stood in the doorway to the dining room, pausing before
making his late evening attack on the apple barrel. A blithe, carefree
figure he seemed, his eyes full of a kind of gay madness. One
rebellious lock of hair sprawled over his forehead as he suddenly
pulled off his outlandish hat in deference to his stepmother. He never
remembered to do this as a regular duty; he remembered each time
separately, and then with lightning inspiration. He could not for the
life of him adapt his manners or phraseology to his elders.
“You know me, Al,” he said.
“Are you going to wash your face when you go in the kitchen?”
Mrs. Walton inquired.
“Sure, is there any pie?” he asked.
They heard him fumbling in the kitchen, then trudging up the
stairs.
“I think it would be just as well not to harp on Montana,” said Mrs.
Walton. “It’s odd how he hit on Montana.”
“One place is as good as another,” said Mr. Walton. “I’m glad it’s
Montana, it costs so much to get there. If he had Harlem in mind, or
Coney Island, I might worry.”
“He talks of them both,” said Mrs. Walton. “Yes, but I think his
heart is in the big open spaces, where the fare is about a hundred
dollars. If it were the Fiji Islands I’d be content.”
“Do you think he’d like to go to Europe with us next summer?”
Mrs. Walton asked. “I can’t bear to leave him alone.”
“No, I’m afraid he’d want to dive from the Rock of Gibraltar,” said
Mr. Walton. “He’ll be safe at Temple Camp.”
“He seems to have just no balance-wheel,” Mrs. Walton mused.
“When I look in his eyes it seems to me as if they saw joys, but never
consequences.”
“Sort of near-sighted in a way, eh?”
“I do wish he had stayed in the Scouts, don’t you?”
“No, I don’t,” said Mr. Walton in a matter-of-fact way. “He didn’t
see it. Some day he’ll see it, but it won’t be because anybody tells
him. The only way Hervey can learn that a tree is high is for him to
fall out of it. That’s what I mean by his being near-sighted in a way.”
“Do you think those railroad workers are a good set?”
“Oh, they’re a good lot; good, strong men.”
“Well, I don’t care for that Hinkey, do you?”
Mr. Walton did not go into raptures over anybody from New York.
He was a good New Englander. Nor had he been carried off his feet
by the “million dollar theatre.” But being a true New Englander he
was fair in judgment and of few words, especially in the field of
criticism. His answer to this last question was to resume reading his
book.
CHAPTER XXIV
IN THE SILENT NIGHT
In his own room Hervey opened the satchel which circumstances
had caused him to carry home. He thought that since kind fate had
brought the opportunity, he would like to give one exceedingly low
blast on a real musical instrument. He was astonished to find that
there was no musical instrument in the satchel, but a tin box
containing a small account book, a number of bills with a rubber
band around them, and an envelope containing some loose change.
He contemplated this treasure aghast. Counting the bills he found
them to be in amount a trifle over a hundred dollars. Never before
had he handled so much money. He was a little afraid of it. He shook
the sealed envelope which was fat with coins; that alone seemed to
contain a fortune. He glanced at the book and found it to full of
figures, entries of receipts and expenditures. On the flyleaf was
written:
Farrelton Merry Medley Serenaders,
Horton Manners, Treasurer.
He was greatly excited by this revelation. Here was a serious
business, a very grave consequence of a mischievous act. To be
sure, the bringing home of the satchel that did not belong to him
would have been the same in any case regardless of its contents.
But just the same the sight of so much money come into his
possession in such a way, frightened him. He had not thought of
such a thing as this. You see Hervey never thought at all—ever.
But he thought now. He had “colloped” (whatever that meant) the
treasury funds of this musical organization and he felt uneasy that he
should have to be the custodian of such a princely sum over night.
Money that did not belong to him! Would his wanton act be
construed as just harmless mischief? He had always wanted to have
a hundred dollars, but now he was almost afraid to touch it. He
replaced the box in the satchel and put the satchel under his bed.
Then he pulled it out again and put it in his dresser. Then he closed
and locked the window. When he was half undressed, he took the
satchel out of his dresser and stood holding it not knowing where to
put it. Then he put it back in the dresser.
He thought of going downstairs and telling his stepfather and
getting this awful fortune off his hands. But then he would have to tell
how he had come by it. Well, was that so very bad? Tripping a fellow
up? But would any one understand? He was very angry at the
deserter Hinkey. And he was equally angry that this dextrous little
tripping stunt should bear such consequences. It seemed to him that
even poor Horton Manners had taken a mean advantage.
He resolved that he would hunt up the musical treasurer in the
morning and return the satchel to him. He would hang on to it pretty
carefully going down the street, too. He did not know Horton
Manners, but he could find him. Of course, he would have to tell the
man that he was sorry he had tripped him up. And his explanation of
why he had carried the satchel home might sound rather queer. He
was not too considerate of the tripping treasurer. He was doomed to
a sleepless night on account of that “bimbo.” It was odd, more than it
was significant, that Hervey, who was afraid of no peril, was in panic
fear of this hundred and some odd dollars. He was just afraid of it.
Several times during that long night, he arose and groped his way
to the dresser to make sure that the satchel was safe. In the wee
hours of the night he was sorry that he had not hunted up Horton
Manners immediately after his escapade. But then he might have got
home too late. On every hand he seemed confronted with the high
cost of mischief.
He wondered if the tripping treasurer was searching for the culprit
with the aid of the police. He felt sure that no one dreamed he was
the culprit. Would they, might they not already, have traced Hinkey?
And what would Hinkey say? He had a reassuring feeling that
Hinkey could not be identified as one of the culprits. He certainly
would not tell on Hinkey. And he hoped that Hinkey would not be
incriminated and tell on him before he had a chance to return the
satchel. But surely Mr. Horton Manners had not gone home and to
bed, doing nothing about the theft of more than a hundred dollars. To
the young treasurer the affair was a plain robbery. Of course, Hervey
could not sleep when his imagination pictured the whole police and
detective force of the town aroused by a bold hold-up.
In the hour just before dawn Hervey, in his troubled half-sleep,
heard a knocking sound. Trembling all over, he pulled on his shirt
and trousers, crept stealthily downstairs and with a shaking hand
and pounding heart opened the front door.
CHAPTER XXV
LIFE, LIBERTY⸺
No one was there. Hervey looked out upon the dissolving night;
already the familiar scene was emerging in the gray drawn—the
white rail fence, the gravel walk with its bordering whitewashed
stones, the big whitewashed tub that caught the rain-water from the
roof trough. He smelled the mist. There was no one anywhere about;
no sound but the slow dripping into the tub. Drop, drop, drop; it was
from the rain of two or three days ago. How audible it was in the
stillness! He crept upstairs again and went to bed. But he did not
sleep. He wished that dreadful satchel were off his hands. Over a
hundred dollars!
He arose in the morning before the household was astir and stole
out with his guilty burden. He knew that Kipp’s Railroad Lunch was
open all night and that it had a telephone. He would look in the
telephone book for Manners. That way he would find the address.
He thought of leaving the satchel at the Manners’ door, ringing the
bell, and running away. The recovery of the money would end the
trouble. But suppose the satchel should be stolen again—not again;
but suppose it should be stolen? Of course, it had not been stolen
before.... Just the same he was desperate to get it off his hands.
Things looked strange about the station so early in the morning;
there were so few people to be seen, and no shops open. Somehow
the very atmosphere imparted a guilty feeling to Hervey. He felt a
little like a fugitive.
He could not find the name of Manners in the ’phone book and
thus baffled, he felt nervous. For while he was losing time, the victim
and the authorities were probably not wasting any time. He thought
he would wait in the station a little while and try to decide what to do.
He knew that the family of Denny Crothers, a scout, was identified
with the big white church. There was an idea! Denny would know
where Horton Manners lived, or could soon find out. Perhaps he
might even take Denny into his confidence. It is worth considering
that in his extremity he was willing not only to use, but to trust, this
scout whose troop he had repudiated.
Well, he would sit in the station a little while (it was still very early)
and if he could not think of any other plan, he would go to Denny’s
house. It would seem strange to the Crothers, seeing him there so
early. And it would seem stranger still to Denny to be approached by
an arch enemy. But Hervey’s troubled thoughts could not formulate
any better plan.
The station was not yet open and he strolled back and forth on the
platform where a very few people were waiting for the early train—a
workman wearing a reefer jacket and carrying a dinner-pail, a little
group of girls who worked in the paper mill at Brierly, and a couple of
youngish men near the end of the platform. These two were chatting
and one of them gave a quick glance at Hervey. It seemed to him
that the talk which followed had reference to himself. He wished that
the station would open, for it was a raw fall morning; there was a
penetrating chill in the air. He wanted to sit down; he was tired of
holding that dreadful satchel, yet he would not set it down for so
much as a moment.
Suddenly, a rattling old car drove up and a brisk young man in an
overcoat got out and dragged two huge oilcloth grips to the platform.
He looked as if he might be a salesman who had completed his
assault on Farrelton. He stopped and lighted a cigarette, and while
he was doing this the two men strolled over and spoke to him. He
seemed annoyed, then laughed as he took out some papers which
the two men examined. Hervey overheard the word hardware. And
he overheard one of the men say, “K.O., Buddy.” They handed back
the papers, nodded sociably, and moved away. It seemed by the
most casual impulse that they approached Hervey. But he trembled
all over.
“You’re out early, kiddo,” said one of them. “Waiting for the train?”
Why, oh why, did he flush and stammer and answer without
thinking? “No—y-yes—I guess it’s late, hey?”
“Guess not,” said the man with a kind of leisurely pleasantry.
“What you got in the bag, kiddo?”
“Bimbo, do I have to tell you?” Hervey demanded with the air of
one whose rights are outraged.
“Might be just as well,” said the man. “What’s your name
anyway?”
“My name is Hervey Willetts and you let go of that!” Hervey
shouted, tugging at the satchel. “You let go of that, do you hear!” He
not only pulled, but he kicked. “You let go of that or you’ll get in
trouble, you big⸺”
He was the center of a little group now; it was astonishing what a
number of persons were presently on the scene considering the few
early morning stragglers. The men put a quick end to Hervey’s ill-
considered struggle by taking the satchel while one held him firmly
by the collar. There is not a decent person in the world but rebels
against this collar grip which seems the very essence of effrontery.
Few boys so held will fail to use that potent weapon, the foot, and
Hervey, squirming, administered a kick upon his captor’s shin which
made the burly fellow wince and swear.
But it was all to no avail. They opened the satchel and noted its
contents. Hervey’s sense of indignity now quite obliterated every
other feeling. His struggles subsided into a wrathful sullenness; he
could not, or he would not, explain. He knew only that he was being
held and that fact alone aroused the demon in him. Of course, if
Walton could not manage him, and the Scouts could not win and
hold him, it was hardly to be expected that these low-bred detectives
could get closer to him than to hold him by the collar. A dog would
have understood him better. He was not the kind of boy to grab by
the collar.
These two detectives, apprised of the “robbery,” had taken their
stand at the station to note if any suspicious looking strangers were
leaving town on the first train. The boy had almost escaped, because
of his youth.
And escape was the one thought in his mind now. Twice he might
have explained; first to his good stepfather, and again to these
minions of the law. But they had the grabbing instinct and (oh, the
pity of it) had diverted his thoughts from honest restitution to a
maniac desire to beat them and baffle them, to steal indeed his
liberty if nothing else, and let the satchel with its fortune go hang! He
would steal; yes, he would forget all else now in this crazy mixup! He
would steal what was the very breath of life to him—his freedom. He
forgot the whole sorry business in this dominant thought—Horton
Manners, the satchel, everything. They had grabbed him by the
collar and he could feel the tightness in his neck.
As long as the squirrel has teeth to bite, he will bite. You cannot
tame a squirrel. The fact that he is caught stealing in your tree is
quite a secondary matter. Hervey Willetts never thought of stealing
anything in his life—but just the one thing.
Freedom!
So he did a stunt. With both hands he tore open his shirt in front,
and as he felt the loosening grip in back he sprang forward only to
feel a vice-like hand catch hold of his arm. And that hand he bit with
all his vicious might and main. Like lightning he dodged both men
and was off like a deer while the circle of onlookers stood aghast.
Around the end of the freight platform he sped and those who
hurried there beheld no sign of him—only a milk-can lying on its side
which he had probably knocked over.
Off bounded one of the detectives; the other lingered, sucking the
cut in his hand. He didn’t know much about wild life, poor man. This
was a kind of stealing he had never seen before—the only kind that
interested Hervey Willetts. The only thing that interested him—
freedom. As long as the squirrel has teeth to bite, he will bite.
You cannot tame a squirrel.
CHAPTER XXVI
OUT OF THE FRYING PAN
But they caught him, and caged him. They found him in the camp
of railroad workers near Clover Valley where he had spent a week or
so of happy days. And they left nothing undone. They investigated
the histories of that rough and ready crew, for they were after the
man higher up, the “master mind” in back of the robbery.
They unearthed the fact that one of them, Nebraska Ned, had
been a sailor and had deserted his ship to assist in a revolution in
South America. It was then that Hervey made a most momentous
decision. He abandoned Montana quite suddenly and chose South
America as the future theatre of his adventurous career.
No master mind was discovered, not even the true master mind,
Harlem Hinkey. He was not implicated and he neglected to uphold
the chivalrous honor of Harlem by coming forward as the originator
of the prank which had such a grave sequel. In the hearing in court,
Hervey never mentioned his name. And there you have Hervey
Willetts. You may take your choice between the “million dollar
theatre” and South America.
There was a pathos about the quiet resignation, the poise and
fairness in face of all, which Mr. Walton presented in that memorable
scene at the hearing. I like Mr. Walton, good man that he was. He
sat, a tall, gaunt figure, one lanky limb across the other, and listened
without any outward show of humiliation. His tired gray eyes, edged
by crow’s-foot wrinkles singularly deep, rested tolerantly on the prim
young man, Horton Manners, who was having his day in court with a
vengeance.
And Hervey, too, looked upon the young treasurer musician with
interest, with dismay indeed, for he recognized in him the very same
young man into whose lap he had stumbled on the train coming
home after his triumphal season at helpless Temple Camp. Horton
Manners looked down from his throne on the witness box, gazing
through Hervey rather than at him, and adjusted his horn spectacles
in a way that no one should do who is under fifty years old. He held
one lapel of his coat and this simple posture, so common with his
elders, gave him somehow the absurd look of an experienced
business man of about twenty-two years.
He was not in the least embarrassed. He testified that he was
treasurer of the Farrelton Band and confessed that he played a small
harp. If he had said that he played a drum nobody would have
believed him. He said that he had lived in Farrelton but a short while
and made his home with his married sister. Then, on invitation of the
likely looking young man representing the prosecutor, he told how
Hervey had mentioned on the train that he was going to Montana
and that he was going to “collop” the money to get there.
“And when did you next see him?”
“Not till this very day; in fact—here in court.”
“When he spoke of Montana, did he ask you how much it would
cost to get there?”
“He did, and I informed him that it would cost at least a hundred
dollars. I advised him against going.” There was a slight titter of the
spectators at this.
“I think that’s all, your Honor,” said the interrogator. “Since the boy
admits he took the satchel, we need not prove that.”
“Just one moment,” drawled Mr. Walton, drawing himself slowly to
his feet. He had employed no lawyer, and would not, unless his
stepson were held for trial on the serious charge of robbery.
“You say you live with your married sister?” he drawled
ruminatively.
“Mrs. Winton C. DeGraw, yes.”
“Then your name would not be in the ’phone book?”
“Presumably not.”
“Hmph.”
“I don’t see any significance in that,” said the young prosecutor.
“I simply want to find out if my boy has told me the truth,” said Mr.
Walton. “This isn’t a trial, of course. When I have satisfied myself
about certain matters I will ask the court to hear me. One more
question, Mr. Horton—I mean Mr. Manners. Do you know the
meaning of the word collop?”
“I never investigated it.”
“Well, I have investigated it,” said Mr. Walton, with the faintest
twinkle in his eye. Hervey looked rather surprisedly at his stepfather.
“It does not mean to steal. It means to earn or to get by the
performance of a foolhardy act—what boys call a stunt. Do you know
what a stunt is?”
“I suppose when I was knocked down⸺”
“You mean tripped.”
“Well, tripped. I suppose that was a stunt.”
“Exactly,” said Mr. Walton. “That’s all it was and nothing more. I
have talked with boys and I find that if a boy jumps from a high fence
to get another boy’s jack-knife, he collops it. It’s a long time since
you and I were boys, Mr. Horton Manners,” Mr. Walton added with a
smile. “Do you really want to charge this youngster with a felony?” he
continued in a tone of quiet kindness. “Isn’t the case hard enough
without that? Did you never perform a stunt?”
Oh, Hervey Willetts, if you had no thrill in that moment for the
patient, kindly, harassed man—your friend and counselor; then
indeed was there no hope for you! But he had a thrill. For the first
time in all his life his eyes filled and brimmed over as he looked at
the man who wanted only to make sure of him, to know that he was
not dishonest; who could stand for anything save that.
“I think, your Honor,” said Mr. Walton quietly, “that this affair
simmers down to a piece of mischief with an unintendedly serious
consequence. I know, of course, about the recent affair of the fire.
My boy gave himself up because he would not be despicable. He
does not lie, much less steal. I believe the story he told me; that he
thought the satchel contained a musical instrument and that he
intended to blow it and cause panic to those gathered in the church.
He saw the police officer, thought he was watched, and carried out
the part of innocence by bringing the satchel home. It proved an
elephant on his hands, a guilty burden to one really innocent. He told
me he could not find this young man’s name in the ’phone book and
it develops that the name is not there. I have here two men who saw
him looking in the ’phone book in a lunch room near the station⸺”
The judge interrupted and surprised him. “I think we need not
prolong this,” said he. “I think the boy had no intention of committing
a serious crime, or any crime at all. I believe the story he told when
arrested. I’d like to think the consequence will prove a lesson to him.
But do you think it will?”
“I’m afraid it will not,” said Mr. Walton. “And I may say now that it is
my intention to send him somewhere where he will be under rigid
discipline. I think I may be left to deal with him.”
“Well, the charge of robbery is dismissed,” said the judge. Then he
appeared to ruminate. “But the boy is still with us and there’s the
problem. This is the second time he has been brought into court. He
kicked up quite a rumpus and bit an officer. Where is this kind of
thing going to end?” He seemed kindly and spoke rather sociably
and not as an official. “Why don’t you put him in the Boy Scouts?” he
added.
“The Boy Scouts haven’t given him a knockout blow yet,” smiled
Mr. Walton. “I’m always hoping they’ll reach him. But I suppose
they’ll have to do a stunt that pleases him. Meanwhile, I’m going to
send him to a military school. It seems like a confession of defeat,
but I’m afraid it’s the only thing to do.”
The judge turned to Hervey. “You’d better go home with your
father,” said he. “And you take my advice and get into the Boy
Scouts while there is time, or the first thing you know you’ll land in a
reformatory. So you want to go to Montana, eh?”
“Sure, they have train robbers out there?” said Hervey.
“And how do you like having a hundred dollars that doesn’t belong
to you?”
“Nix on that stuff,” Hervey said gayly.
“Yet you like train robbers.”
“Bimbo, that’s different.”
Mr. Horton Manners, still sitting like an owl on the witness stand,
gazed at Hervey with a look of utter bewilderment.
“But in South America they have rebellions,” said Hervey.
“Well, let us have no more rebellion here,” smiled the judge.
And he winked at Mr. Walton.
CHAPTER XXVII
AT LAST
Of course, Hervey was never in any danger of being sent to prison
for robbery. As soon as he was arrested and made to tell his story,
Mr. Walton annoyed, but unruffled, saw the thing in its true light. He
went to the all night lunch room near the station and made sure that
Hervey had gone there; then he verified the boy’s statement that the
name of Manners was not in the ’phone book.
Quietly he even inquired among boys the meaning of collop. And
he learned on the highest juvenile authority that it did not signify
stealing nor an intent to steal. But Horton Manners had made the
charge of robbery and so the whole business had to be aired in
court. Mr. Walton was a man of few words; it would be interesting to
know what he really thought of Horton Manners.
As for Hervey, he quite forgot the affair within an hour of the time it
was over. He had been appalled to find himself the custodian of a
hundred and more dollars, but now that he had got it off his hands,
he went upon his way rejoicing. He never looked either backward or
forward; the present was good enough for him. It is significant that
he bore no malice toward Horton Manners. Once or twice he referred
to him as Arabella; then he forgot all about him. He could not be
bothered hating anybody; nor caring a great deal about anybody
either.
A few prominent townspeople financed the Firemen’s Carnival
and it was held after all. Shows and acts were engaged, the merry-
go-round revolved to the accompaniment of its outlandish music, the
peanut and lemonade men held form; you could see the five-legged
calf for “a dime ten cents,” and Biddle’s field presented a gala scene.
The boys of Farrelton went round and round trying to stab the brass
ring, they drank red lemonade and time after time gazed spellbound
at the five-legged calf.
Hervey did not care about seeing the five-legged calf unless he
could sneak in under the canvas fence, and he could not manage
that because of the man who kept shouting and slapping the canvas
with his stick. In common with all the other boys he was thrilled at the
sight of Diving Denniver who ascended a ladder to a dizzy height
and dived from it into a small tank directly below. Diving Denniver did
this thing twice a day, and his night performance was the more
thrilling because it was in the glare of a searchlight whose long beam
followed him in his slow ascent of the frail looking ladder and showed
him in a circle of light when he paused for one thrilling moment at the
top. He earned his living in this way, going around exhibiting at
carnivals and amusement parks, and he was the big feature of the
Farrelton carnival.
Hervey was not content simply to behold this daredevil exploit. He
saw it twice in the daytime and once at night, and he could not stand
the strain of being restricted to the enjoyment afforded a gaping
audience. That is where he differed from other boys. It was this
something in his nature that prevented him from reading boys’
books; he could not intrude into the hair-raising adventures and so
he had no use for them. The most thrilling stories were utterly dead
stuff to Hervey.
But here he could intrude. It was after he saw the night
performance that he felt the urge to penetrate to the hallowed spot
whence that enchanted daredevil emerged in his theatrically
cautious ascent of the ladder. The nature of the spectacular feat
required that it be performed at a distance from the body of the
carnival. As soon as the band started playing Up in the air mid the
stars, the long column of light was directed on the ladder which
appeared as if by magic a hundred yards or so from the thronged
area of the carnival. Every eye was then fixed with expectancy as a
white figure arose into view, moving up, up, up, to a little
surmounting platform. Then the sensational dive, after which the
pleasure seekers ate, drank and were merry again.
But Hervey could not go back to any merry-go-round after that,
and red lemonade had no solace for him. He wandered off from
those festoons of electric lights, away from the festive groups, into
the darkness. Before him, down near the edge of Biddle’s field, was
a tiny light. Soon he came to a rope fence which cut off the end of
the field from the public. Beyond this were wagons and huge cases
standing in the darkness, the packing and transporting paraphernalia
of the motley shows. In a monstrous truck that stood there the multi-
colored prancing horses of the merry-go-round would be loaded and
have a ride themselves.
On an upright of this rope fence was a sign which read
POSITIVELY NO ADMITTANCE. Hervey entered just where the sign
was placed. A hundred or so paces brought him to the holy of holies,
a little tent at the foot of the towering, slender ladder. In the darkness
its wire braces, extending away on each side to their anchorages in
the earth, could not be seen. Almost at the foot of the ladder was a
tank perhaps fifteen or eighteen feet square. Close by the tent was a
Ford sedan, and Hervey crept reverently up to it and read the words
on the spare tire cover DIVING DENNIVER. On the lower part of the
circumference was printed THREE HUNDRED FOOT DIVE. Diving
Denniver believed in advertising. In that tent lived the enchanted
mortal.
Hervey lingered in awe as a pilgrim might linger at a shrine before
entering. Then he walked rather hesitatingly to the open flap of the
tent. On a mattress which lay atop a huge red chest reclined Diving
Denniver in a bath robe. The chest had DIVING DENNIVER printed
on it, as also did a large leather grip, which bore the additional
information WONDER OF TWO CONTINENTS. If the world could
not see Diving Denniver on his dizzy perch, it at least could read
about him. Besides the makeshift divan the tent contained a rough
table formed by a red board laid on two saw horses.
On this was a greasy oil-stove and one or two plates and cups. In
his illicit wanderings, Hervey had at last trespassed through the
golden gates into heaven.
“I was walking around,” said he, rather unconvincingly.
Diving Denniver, a slim young man of about thirty, was smoking a
cigarette and looking over a magazine. It seemed incredible that he
should be thus engaged so soon after his spectacular descent.
“Bimbo, that was some pippin of a dive,” said Hervey. Then, as
Diving Denniver made no attempt to kill him, he ventured to add, “Oh
bambino, that’s one thing I’m crazy about—diving.”
“Didn’t the cop see you?” the marvel asked.
“Leave it to me,” said Hervey. “There isn’t any cop there anyway.
Cops, that’s one thing I have no use for—nix.”
“Yere?” queried Diving Denniver, aroused to slight amusement.
“Do you—do you feel funny?” Hervey ventured as he gazed upon
the wonder of two continents.
“Where did yer git that hat?” asked the god of the temple. “What’s
all them buttons you got on it?”
“I climbed way down a cellar shaft to get one of those buttons,”
said Hervey, anxious to establish a common ground of professional
sympathy with this celebrity. “That’s the one,” he indicated, as he
handed Denniver his hat; “the one that says VOTE FOR TINNEY. He
didn’t get elected and I’m glad, because his chauffeur’s a big fool; he
chased me, but he couldn’t catch me. Some of those holes I cut out
with a real cartridge shell, like you cut cookies. I bet you feel funny,
hey?”
“Yere?” said Diving Denniver, examining the hat. “Well, do you
think yer could go back up there where the big noise is and then
come back here again—without gettin’ stopped?”
“You mean you dare me to?”
Diving Denniver roused himself sufficiently to reach over to a box
and grope in the pocket of a pair of ordinary trousers, the kind that
mortals wear. Then he tossed a quarter to Hervey. “Chase yourself
back there and get a frankfurter,” he said; “get a couple of ’em. And
don’t leave the cop see yer.”
So the wonder of two continents ate frankfurters—and scorned
cops. More than that, he and Hervey were going to eat a couple of
frankfurters together. At last Hervey felt that he had not lived in vain.
CHAPTER XXVIII
THE LAW AGAIN
Hervey felt that he and Diving Denniver were pretty much alike
after all. The wonder of two continents beat all the boy scouts put
together. And he had now a fine precedent for his repudiation of
authority. Diving Denniver cared naught for cops and signs. Hervey
would have been glad to go into any court and cite this high
authority, confounding the powers with this frankfurter episode. He
was sorry he had not told Diving Denniver of his swimming across
the lake at Temple Camp (during rest period which was against the
rules). Instead of an honor he had received a reprimand for that. He
was a little afraid that some of the other boys would visit the wonder
in his tent, but in fact there wasn’t much danger of that. The wonder
was too much off the beaten track for most boys. Their thoughts did
not carry behind the scenes.
Hervey was now in much perplexity whether to witness the thrilling
exploit from the audience the next night or to view it from the
sanctum of the hero. In either case he intended to visit the remote
scene of enchantment with two frankfurters. He decided that he
would not demean himself by gazing at his hero with the idle throng.
He even negotiated an extra hour out from Mr. Walton in anticipation
of his second visit to the hermit of the ladder.
He could not possibly reach the place in the daytime, and besides,
he had to take up some bulbs for his stepmother the next day. For
this and other services he was to receive fifty cents. Twenty-five of
this would pay his admission to the carnival. With the other twenty-
five he intended to furnish forth a banquet of frankfurters for his hero
and brother daredevil. He could not afford to go twice in the day. He
had some thought of effecting an entrance over the high fence into
the field and having his entire fifty cents for the post-exploit feast. But
reckless as he was, he was cautious in this matter of reaching the
tent—there was so much at stake! So he decided to go respectably
in through the entrance and then cross the rope fence where the
“Positively No Admittance” sign was placed. It was not often that he
showed such a conservative spirit.
At half past eight, he found Diving Denniver strolling around in his
bathrobe outside the tent. Within, the odor of fried bacon and coffee
still lingered.
“You back again?”
“Sure, I want to see you from right here, and afterward I’m going
to go and get some more frankfurters. After you’re finished will you
let me go about ten or fifteen steps up the ladder and try it?”
Diving Denniver did not trouble himself to answer, but he ruffled
Hervey’s hair good-humoredly as he ambled about smoking his
cigarette. “Much of a crowd over there?” he asked.
“Oh bimbo, they’re all waiting. They stop dancing even when you
go up,” Hervey said.
“You’re a pretty slippery kid, all right, ain’t yer?” Denniver said.
“Ain’t there no guy up there at the rope?”
The words were scarcely out of his mouth when both he and
Hervey became aware of a policeman who had just come around the
side of the tent. But Hervey, though astonished, was not perturbed,
for he believed that the wonder of two continents would protect him.
One word from Diving Denniver and he would be safe. He even
ventured a defense himself.
“I’m going to do an errand for him,” he said.
“You can ask him yourself. So I’ve got a right to be here.”
But it appeared that it was Diving Denniver with whom the officer
had business. “Are you Charles McDennison?” he asked.
“Yere, what’s the dope?” the wonder asked, with a kind of
weariness in his voice.
Hervey was astonished, not to say shocked, that Diving Denniver
acknowledged the name of Charles McDennison.
“Let’s look at your permit,” said the officer.
Mr. McDennison entered the tent, presently emerging with a
paper.

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Consumer Behaviour Australia 3rd Edition Solomon Test

Consumer Behavior 10th Edition Solomon Test Bank

3) Most researchers agree that an attitude is made up of ________ components. 3)

17) The attitude accessibility perspective suggests that: 17)

49) Social pressure theory indicates: 49)

51) The three components of the Fishbein Model are: 51)

58) Zajonic's Hierarchy of Effects model involves 58)

106) A marketing message is a special type of an attitude object. 106)

Basic multi-attribute attitude models specify three elements:

139) Why do marketers use attitude tracking studies? Use an example.

Applications to marketing strategy:

150) What are latitudes of acceptance and rejection?

Basic multi-attribute attitude models specify three elements:

Applications to marketing strategy:

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