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Chapter 7: Attitudes and attitude change
2) The functional theory of attitudes was initially developed to explain how ________.
A) people identify with products
B) attitudes facilitate social behaviour
C) attitudes are learned from family and friends
D) attitudes change over an individual's lifetime
Answer: B
Diff: 1
Learning Outcome: Discuss the techniques marketers use to change consumers'
attitudes.
Skill: Concept
Objective: 7-1
AACSB: Communication abilities
Copyright ©2013 Pearson Australia (a division of Pearson Australia Group Pty Ltd) –
9781442553583/Solomon/Consumer Behaviour/3e
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4) Which of the following attitude functions is associated with a focus on particular
social identities and lifestyles (e.g., ‘What sort of man reads Playboy?’)?
A) Utilitarian
B) Value-expressive
C) Ego-defensive
D) Knowledge
Answer: B
Diff: 2
Learning Outcome: Discuss the techniques marketers use to change consumers'
attitudes.
Skill: Concept
Objective: 7-1
AACSB: Communication abilities
6) According to the basic ABC model of attitudes, ________ refers to the beliefs a
consumer has about an attitude object.
A) affect
B) conditions
C) approval
D) cognition
Answer: D
Diff: 1
Learning Outcome: Discuss the techniques marketers use to change consumers'
attitudes.
Skill: Concept
Objective: 7-3
AACSB: Communication abilities
7) What is the first step in the standard learning theory hierarchy approach?
A) Affect
B) Intentions
C) Cognition
D) Behaviour
Answer: C
Diff: 2
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9781442553583/Solomon/Consumer Behaviour/3e
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Learning Outcome: Discuss the techniques marketers use to change consumers'
attitudes.
Skill: Concept
Objective: 7-2
AACSB: Communication abilities
8) The ________ hierarchy assumes the consumer does not initially have a strong
preference for one brand over another. Instead, he acts on the basis of limited
knowledge and then forms an evaluation only after the product has been purchased or
used.
A) experiential
B) habitual
C) low-involvement
D) standard learning
Answer: C
Diff: 1
Learning Outcome: Discuss the techniques marketers use to change consumers'
attitudes.
Skill: Concept
Objective: 7-2
AACSB: Communication abilities
10) Researchers agree that there are various levels of commitment to an attitude. The
highest level of involvement is ________.
A) internalisation
B) identification
C) compliance
D) actualisation
Answer: A
Diff: 1
Learning Outcome: Discuss the techniques marketers use to change consumers'
attitudes.
Skill: Concept
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Objective: 7-3
AACSB: Communication abilities
12) Which theory of attitudes states that people are motivated to take action to resolve
inconsistencies between attitudes and behaviours?
A) The theory of cognitive dissonance
B) Self-perception theory
C) Social judgement theory
D) Balance theory
Answer: A
Diff: 1
Learning Outcome: Discuss the techniques marketers use to change consumers'
attitudes.
Skill: Concept
Objective: 7-2
AACSB: Communication abilities
13) Which theory of attitudes assumes that people use observations of their own
behaviour to determine what their attitudes are?
A) The theory of cognitive dissonance
B) Balance theory
C) Social judgement theory
D) Self-perception theory
Answer: D
Diff: 1
Learning Outcome: Discuss the techniques marketers use to change consumers'
attitudes.
Skill: Concept
Objective: 7-5
AACSB: Communication abilities
Copyright ©2013 Pearson Australia (a division of Pearson Australia Group Pty Ltd) –
9781442553583/Solomon/Consumer Behaviour/3e
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14) Which theory of attitudes assumes that people assimilate new information about
attitude objects in light of what they already know and feel, using an initial attitude as a
frame of reference to categorise new information?
A) The theory of cognitive dissonance
B) Multi-attribute theory
C) Social judgement theory
D) Self-perception theory
Answer: C
Diff: 2
Learning Outcome: Discuss the techniques marketers use to change consumers'
attitudes.
Skill: Concept
Objective: 7-5
AACSB: Communication abilities
15) The balance theory perspective involves relations among three elements (a triad).
Which of the following is one of the elements of the triad?
A) A person and his or her perceptions
B) The marketer and their strategy of image building
C) A person's beliefs
D) Subconscious motives
Answer: A
Diff: 2
Learning Outcome: Discuss the techniques marketers use to change consumers'
attitudes.
Skill: Concept
Objective: 7-5
AACSB: Communication abilities
16) All multi-attribute attitude models specify the importance of three elements. Two of
those elements are attributes and beliefs. What is the third element?
A) Action variables
B) Motivations
C) Recency of events
D) Importance weights
Answer: D
Diff: 2
Learning Outcome: Discuss the techniques marketers use to change consumers'
attitudes.
Skill: Concept
Objective: 7-7
AACSB: Communication abilities
Copyright ©2013 Pearson Australia (a division of Pearson Australia Group Pty Ltd) –
9781442553583/Solomon/Consumer Behaviour/3e
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17) According to the Fishbein model, one of the components of attitude is the ________
people have about an attitude object (Ao).
A) salient beliefs
B) subconscious beliefs
C) latitude of acceptance
D) latitude of rejection
Answer: A
Diff: 2
Learning Outcome: Discuss the techniques marketers use to change consumers'
attitudes.
Skill: Concept
Objective: 7-7
AACSB: Communication abilities
18) Researchers have added to the original Fishbein multi-attribute model. The name of
this extended Fishbein model is the ________.
A) linked Fishbein model
B) theory of reasoned action
C) Phillips approach
D) subjective norm model
Answer: B
Diff: 1
Learning Outcome: Discuss the techniques marketers use to change consumers'
attitudes.
Skill: Concept
Objective: 7-7
AACSB: Communication abilities
19) Which of the following theoretical models measures the attitude toward the act of
buying (Aact), rather than the attitude toward only the product itself?
A) The theory of cognitive dissonance
B) The theory of reasoned action
C) The balance theory
D) The theory of trying
Answer: B
Diff: 2
Learning Outcome: Discuss the techniques marketers use to change consumers'
attitudes.
Skill: Concept
Objective: 7-7
AACSB: Communication abilities
20) Despite improvements to the Fishbein model, all of the following are considered to
be obstacles to predicting behaviour using this model EXCEPT which one?
A) The model has relatively weak theorems about attitudes.
B) The model deals with actual behaviour, not with the outcomes of behaviour.
C) Some outcomes are beyond the consumer's control.
D) Measures of attitude often do not really correspond to the behaviour they are
Copyright ©2013 Pearson Australia (a division of Pearson Australia Group Pty Ltd) –
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supposed to predict.
Answer: A
Diff: 3
Learning Outcome: Discuss the techniques marketers use to change consumers'
attitudes.
Skill: Concept
Objective: 7-7
AACSB: Communication abilities
22) Source ________ refers to the message source's perceived social value.
A) valence
B) attractiveness
C) class
D) hierarchy
Answer: B
Diff: 1
Learning Outcome: Discuss the techniques marketers use to change consumers'
attitudes.
Skill: Concept
Objective: 7-4
AACSB: Communication abilities
23) Most messages merely present one or more positive attributes of a product or
reasons to buy it. Which of the following best describes this approach to communicating
a message?
A) Supportive arguments
B) Countervailing arguments
C) Refutational arguments
D) Direct arguments
Answer: A
Diff: 2
Learning Outcome: Discuss the techniques marketers use to change consumers'
attitudes.
Skill: Concept
Objective: 7-4
Copyright ©2013 Pearson Australia (a division of Pearson Australia Group Pty Ltd) –
9781442553583/Solomon/Consumer Behaviour/3e
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AACSB: Communication abilities
24) ________ refers to a strategy in which a message compares two or more specifically
named or recognisably presented brands and evaluates them in terms of one or more
specific attributes.
A) Cognitive differentiation
B) Emotional appeal
C) Comparative advertising
D) Conclusion advertising
Answer: C
Diff: 1
Learning Outcome: Discuss the techniques marketers use to change consumers'
attitudes.
Skill: Concept
Objective: 7-4
AACSB: Communication abilities
25) Kanisha is confronted with a strange set of products during her most recent visit to
the cosmetics counter at her favourite department store. Urban Grunge nail polish is
"hot, hot, hot" according to recent ads. Kanisha likes the idea of a new nail polish but is
unsure about the image that might be projected by the dull colours of the nail polish
line. With such names as Street Slime, Garbage Goo and Trash Can, caution might be
the right move. Which of the following attitude functions most closely matches with
Kanisha's attitude towards the purchase decision?
A) Utilitarian function
B) Elaboration function
C) Ego-defensive function
D) Knowledge function
Answer: C
Diff: 3
Learning Outcome: Discuss the techniques marketers use to change consumers'
attitudes.
Skill: Application
Objective: 7-1
AACSB: Analytic skills
26) Suzi is never quite sure which brand of gum to buy. She tries some, likes some and
rejects 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 Suzi, "gum buying is not that big of a deal anyway". Which of
the following hierarchies would most appropriately describe Suzi’s situation?
A) Standard learning hierarchy
B) Experiential hierarchy
C) Low-involvement hierarchy
D) Habit hierarchy
Answer: C
Diff: 2
Copyright ©2013 Pearson Australia (a division of Pearson Australia Group Pty Ltd) –
9781442553583/Solomon/Consumer Behaviour/3e
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Learning Outcome: Discuss the techniques marketers use to change consumers'
attitudes.
Skill: Application
Objective: 7-2
AACSB: Analytic skills
27) Roger was really angry when Coca-Cola attempted to switch from its older formula
to New Coke. 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 degree of commitment would be most
closely associated with Roger and his attitudes?
A) Compliance
B) Identification
C) Information acquisition
D) Internalisation
Answer: D
Diff: 2
Learning Outcome: Discuss the techniques marketers use to change consumers'
attitudes.
Skill: Application
Objective: 7-4
AACSB: Analytic skills
28) A politician attempts to gain support for her campaign for mayor by releasing a poll
showing that almost 70 per cent of the city's voters support her position on property
taxes. What basic psychological principle is the politician using to persuade voters that
she should be the next mayor?
A) Consistency
B) Authority
C) Consensus
D) Liking
Answer: C
Diff: 3
Learning Outcome: Discuss the techniques marketers use to change consumers'
attitudes.
Skill: Application
Objective: 7-5
AACSB: Analytic skills
29) Some theorists have proposed a model that focuses on studying consumer goals as a
way to explore attitude formation. According to this model, what consumers believe
they have to do to attain their goals would also be part of any evaluation of attitudes.
Which of the following theories would be most closely linked to the statements above?
A) Theory of reasoned action
B) Theory of trying
C) Theory of direct response
D) Rejection theory
Answer: B
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Diff: 3
Learning Outcome: Discuss the techniques marketers use to change consumers'
attitudes.
Skill: Critical Thinking
Objective: 7-5
AACSB: Reflective thinking skills
30) Public hearings are being held to discuss whether a new nuclear power plant should
be built. An expert on nuclear plants testifies that modern safeguards make the plant
secure from dangerous accidents. A local woman speaks and states that she knows
nothing about nuclear power, but the idea of having a plant nearby frightens her and her
children. Which of the two parties has the most immediate ability to change the attitudes
of the audience? Considering the sleeper effect, what will likely happen over time?
A) The expert will have the most ability to change attitudes and his influence will be
maintained even weeks later.
B) The expert will have the most ability to change attitudes, but his influence will
decrease over time as the woman's argument gains force.
C) Because the local woman is most like the other people in the meeting, her opinion
will have the most immediate influence, but over time the expert's opinion will gain
force.
D) The woman's opinion will be more likely to influence the audience initially, and her
influence will extend into the future.
Answer: B
Diff: 3
Learning Outcome: Discuss the techniques marketers use to change consumers'
attitudes.
Skill: Synthesis
Objective: 7-4
AACSB: Reflective thinking skills
TRUE or FALSE
31) According to the definition given in the text, the object of an attitude (Ao) can be an
object but not a person.
Answer: FALSE
Diff: 2
Learning Outcome: Discuss the techniques marketers use to change consumers'
attitudes.
Skill: Concept
Objective: 7-1
AACSB: Communication abilities
32) According to the functional theory of attitudes, attitudes exist because they are
hereditary.
Answer: FALSE
Diff: 1
Learning Outcome: Discuss the techniques marketers use to change consumers'
attitudes.
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Skill: Concept
Objective: 7-1
AACSB: Communication abilities
33) In the standard learning hierarchy model, attitude is based on behavioural learning
processes.
Answer: FALSE
Diff: 3
Learning Outcome: Discuss the techniques marketers use to change consumers'
attitudes.
Skill: Concept
Objective: 7-2
AACSB: Communication abilities
35) Latitudes of acceptance and rejection are important aspects of social judgement
theory.
Answer: TRUE
Diff: 2
Learning Outcome: Discuss the techniques marketers use to change consumers'
attitudes.
Skill: Concept
Objective: 7-2
AACSB: Communication abilities
36) Balance theory reminds us that consistency is necessary to make any consumer
decision.
Answer: FALSE
Diff: 2
Learning Outcome: Discuss the techniques marketers use to change consumers'
attitudes.
Skill: Concept
Objective: 7-5
AACSB: Communication abilities
37) According to the Fishbein model, salient beliefs are those beliefs about an object
that are considered during evaluation.
Answer: TRUE
Diff: 2
Copyright ©2013 Pearson Australia (a division of Pearson Australia Group Pty Ltd) –
9781442553583/Solomon/Consumer Behaviour/3e
11
Learning Outcome: Discuss the techniques marketers use to change consumers'
attitudes.
Skill: Concept
Objective: 7-5
38) The psychological principle of reciprocity is at work when we take into account
what others do before we decide what to do.
Answer: FALSE
Diff: 2
Learning Outcome: Discuss the techniques marketers use to change consumers'
attitudes.
Skill: Concept
Objective: 7-5
AACSB: Communication abilities
39) Jason believes that dressing formally (e.g., a coat and tie) marks him as a man who
is ‘dressed for 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
Diff: 2
Learning Outcome: Discuss the techniques marketers use to change consumers'
attitudes.
Skill: Application
Objective: 7-2
AACSB: Analytic skills
40) Double-Dip makes ice cream. The only advantage Double-Dip has over its
competitors is taste. Double-Dip costs more and has more calories per unit weight.
Promotions for Double-Dip should emphasise the experiential hierarchy of the ABC
model of attitudes.
Answer: TRUE
Diff: 3
Learning Outcome: Discuss the techniques marketers use to change consumers'
attitudes.
Skill: Critical Thinking
Objective: 7-2
AACSB: Reflective thinking skills
41) A cola drink is preferred by a segment of cola drinkers, but the same segment
almost always picks 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
Diff: 3
Learning Outcome: Discuss the techniques marketers use to change consumers'
attitudes.
Skill: Synthesis
Objective: 7-1
Copyright ©2013 Pearson Australia (a division of Pearson Australia Group Pty Ltd) –
9781442553583/Solomon/Consumer Behaviour/3e
12
AACSB: Reflective thinking skills
42) Petrol is the only commonly purchased product that is priced down to a fraction of a
cent. This is so because petrol is selected for purchase following a low-involvement
hierarchy, which makes point-of-purchase factors more important.
Answer: TRUE
Diff: 3
Learning Outcome: Discuss the techniques marketers use to change consumers'
attitudes.
Skill: Synthesis
Objective: 7-2
AACSB: Reflective thinking skills
43) It is impossible for a person to hold two contradictory attitudes towards the same
object.
Answer: FALSE
Diff: 2
Learning Outcome: Discuss the techniques marketers use to change consumers'
attitudes.
Skill: Synthesis
Objective: 7-5
AACSB: Reflective thinking skills
SHORT ANSWER
44) Describe the functional theory of attitudes and its components (functions).
Answer: Daniel Katz originally developed his functional theory to explain how
attitudes facilitate social behaviour. Attitudes exist because they serve some function for
the individual; that is, they are determined by a person's motives. The following are key
functions identified by Katz:
Utilitarian function—this is related to the basic principle of reward and punishment.
We develop some attitudes toward products simply on the basis of whether they
provide us with pleasure or pain. Ads stressing straightforward product benefits
appeal to this function.
Value-expressive function—attitudes that perform a value-expressive function are
central to the person's self-concept or central values. Ads that stress how using a
product makes a statement about him or her as a person appeal to this function.
Ego-defensive function—the function of this attitude is to protect a person from real
or imagined, internal or external, threats to perceived security. Ads that stress how
product usage avoids the threat (often only implicitly) appeal to this function.
Knowledge function—attitudes are formed to address the individual's need for order,
structure, meaning and control over their environment. Ads that stress the power of
product information, especially when a person is in an ambiguous situation or is
confronted with a new product, appeal to this function.
Diff: 2
Learning Outcome: Discuss the techniques marketers use to change consumers'
Copyright ©2013 Pearson Australia (a division of Pearson Australia Group Pty Ltd) –
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13
attitudes.
Skill: Concept
Objective: 7-1
AACSB: Reflective thinking skills
45) Most researchers agree that an attitude has three components. List and briefly
describe those three components.
Answer:
a. Affect refers to the way a consumer feels about an attitude object.
b. Behaviour involves the person's intentions to do something with regard to an
attitude object (however, an intention does not always result in an actual behaviour).
c. Cognition refers to the beliefs a consumer has about an attitude object.
Diff: 2
Learning Outcome: Explain the relevance of the major theories of personality to
consumer behaviour.
Skill: Concept
Objective: 7-2
AACSB: Reflective thinking skills
46) Attitude researchers have developed the concept of a hierarchy of effects to explain
ways to study attitudes and their formation. List and briefly describe each of the three
hierarchies that were presented in the chapter. Be explicit with your descriptions.
Answer: The three hierarchies are: a) the standard learning hierarchy, b) the low-
involvement hierarchy, and c) the experiential hierarchy.
a. The standard learning hierarchy—in this form a consumer approaches a product
decision as a problem-solving process. The sequence of events is beliefs, to affect
(feeling), to behaviour, to an attitude (the attitude is based on cognitive information
processing). The standard learning hierarchy assumes that a consumer is highly
involved in making a purchase decision. The person is motivated to seek out a lot of
information, carefully weigh alternatives, and come to a thoughtful decision.
b. The low-involvement hierarchy—in this form the consumer does not initially have a
strong preference for one brand over another, but instead acts on the basis of limited
knowledge and then forms an evaluation only after the product has been purchased
or used. The attitude is likely to come about through behavioural learning; the
consumer's choice is reinforced by good or bad experiences with the product after
purchase. The sequence is beliefs, to behaviour, to affect, to attitude (based on
behavioural learning processes).
c. The experiential hierarchy—this perspective highlights the idea that attitudes can be
strongly influenced by intangible product attributes (such as packaging). The
sequence is affect (feelings), to behaviour, to beliefs, to attitude (based on hedonic
consumption).
Diff: 3
Learning Outcome: Discuss the techniques marketers use to change consumers'
attitudes.
Skill: Concept
Objective: 7-2
AACSB: Reflective thinking skills
Copyright ©2013 Pearson Australia (a division of Pearson Australia Group Pty Ltd) –
9781442553583/Solomon/Consumer Behaviour/3e
14
47) 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 the consumer feels a certain way about a product or 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 he or she 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.
48) What are the six major psychological principles that can influence people to change
their minds or comply with a request? Be specific in your answer.
Answer: The six principles are:
Reciprocity: We are more likely to give if first we receive.
Scarcity: Like people, items are more attractive when they aren't available.
Authority: We believe an authoritative source much more readily than one that is
less authoritative.
Consistency: People try to not contradict themselves in terms of what they say and
do about an issue.
Liking: We agree with those we like or admire.
Consensus: We consider what others do before we decide what to do.
Diff: 3
Learning Outcome: Discuss the techniques marketers use to change consumers'
attitudes.
Skill: Concept
Objective: 7-5
AACSB: Communication abilities
49) It is generally felt that a hierarchy of effects describes the relative influence of the
ABC model of attitudes. Which hierarchy would be most appropriate for a consumer
who is a loyal Coca-Cola consumer and drinks Coca-Cola for the ‘pleasure of it’? Cite
the hierarchy and briefly describe its order and function.
Answer: The hierarchy at work here is the experiential hierarchy. This perspective
Copyright ©2013 Pearson Australia (a division of Pearson Australia Group Pty Ltd) –
9781442553583/Solomon/Consumer Behaviour/3e
15
highlights the idea that attitudes can be strongly influenced by intangible product
attributes (such as packaging). The sequence is affect (feelings), to behaviour, to beliefs,
to attitude (based on hedonic consumption). In this model, consumers act on the basis of
their emotional reactions.
Diff: 3
Learning Outcome: Discuss the techniques marketers use to change consumers'
attitudes.
Skill: Application
Objective: 7-2
AACSB: Analytic skills
50) How strongly or weakly a consumer is committed to a specific attitude relates to the
level of involvement he or she has with the attitude object (Ao). Describe the strength of
commitment involved in each of the following and give an example:
∙ Compliance
∙ Identification
∙ Internalisation
Answer: Compliance—at the lowest level of involvement is compliance. An attitude is
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 a cafe; it is too much trouble to go
elsewhere for Coca-Cola.)
51) Why should marketers be aware of consumers' cognitive consistency and cognitive
dissonance? How can dissonance be reduced? Use the postpurchase behaviour of a
customer as an example.
Answer: According to the principle of cognitive consistency, consumers value harmony
among their thoughts, feelings and behaviours, and they are motivated to maintain
Copyright ©2013 Pearson Australia (a division of Pearson Australia Group Pty Ltd) –
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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 in which 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 in which the elements are
important to the individual.
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; marketers should supply them with additional reinforcement to
build positive brand attitudes.
Diff: 2
Learning Outcome: Discuss the techniques marketers use to change consumers'
attitudes.
Skill: Critical Thinking
Objective: 7-4
AACSB: Reflective thinking skills
52) 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 (1) a person and his or her
perceptions of (2) an attitude object and (3) 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 in order to
make them consistent and to 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; and
Sentiment relation, in which two elements are linked because one has expressed a
preference (or dislike) for the third.
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AACSB: Reflective thinking skills
53) Retail stores put a number of items in 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
Diff: 3
Learning Outcome: Discuss the techniques marketers use to change consumers'
attitudes.
Skill: Synthesis
Objective: 7-2
AACSB: Reflective thinking skills
54) 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 effect of social
pressure on intentions was added, which was measured by ascertaining relative
normative beliefs and the motivation a potential customer has to comply with that norm.
The attitudes towards buying also had to be added, which included the consequences of
purchasing.
Diff: 3
Learning Outcome: Discuss the techniques marketers use to change consumers'
attitudes.
Skill: Synthesis
Objective: 7-7
AACSB: Reflective thinking skills
Copyright ©2013 Pearson Australia (a division of Pearson Australia Group Pty Ltd) –
9781442553583/Solomon/Consumer Behaviour/3e
18
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The Project Gutenberg eBook of Miséricorde
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and most other parts of the world at no cost and with almost no
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Title: Miséricorde
Language: French
MISÉRICORDE
ŒUVRES DE PEREZ GALDÓS
HORTALEZA 132, MADRID
THÉATRE
ÉPISODES NATIONAUX
MISÉRICORDE
ROMAN
PRÉFACE DE MOREL-FATIO
PARIS
LIBRAIRIE HACHETTE ET Cie
79, BOULEVARD SAINT-GERMAIN, 79
1900
PRÉFACE
Alfred MOREL-FATIO.
MISÉRICORDE