Test bank consumer behavior 10e schiffman kanuk chapter 08

Consumer Behavior, 10e (Schiffman/Kanuk)
Chapter 8 Consumer Attitude Formation and Change
1) In a consumer behavior context, ________ are learned predispositions to behave in a
consistently favorable or unfavorable way with respect to a given object.
A) attitudes
B) beliefs
C) values
D) feelings
E) intentions
Answer: A
Diff: 1 Page Ref: 228
AACSB: Analytic Skills
Skill: Concept
Objective: 8.1: Understand what attitudes are, how they are learned, as well as their nature and
characteristics
2) John is conducting research on American attitudes toward European car brands, particularly
Volkswagen, Volvo, Mercedes, and BMW. This research is said to be ________.
A) experientially directive
B) attitude-changing
C) object specific
D) attributional
E) cognitive
Answer: C
Diff: 2 Page Ref: 228
AACSB: Analytic Skills
Skill: Application
Objective: 8.1: Understand what attitudes are, how they are learned, as well as their nature and
characteristics
3) Attitudes might propel consumers toward a particular behavior or repel them away from a
particular behavior, therefore attitudes have a ________ quality.
A) behavioral

B) motivational
C) threatening
D) driving
E) defensive
Answer: B
Diff: 2 Page Ref: 229
Skill: Concept
Objective: 8.1: Understand what attitudes are, how they are learned, as well as their nature and
characteristics

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4) Which of the following is true of attitudes and their relationship with behavior?
A) Attitudes are permanent, but the behaviors they reflect change over time.
B) Consumers always demonstrate consistency between their attitudes and their behaviors.
C) There is no demonstrable link between attitudes and behavior.
D) When consumers are free to act as they wish, we anticipate that their actions will be
consistent with their attitudes.
E) Attitude change is always followed by behavior change.
Answer: D
Diff: 3 Page Ref: 229
AACSB: Reflective Thinking
Skill: Application
Objective: 8.1: Understand what attitudes are, how they are learned, as well as their nature and
characteristics
5) According to the ________, attitudes consist of three major components: a cognitive
component, an effective component, and a conative component.
A) dual mediation model

B) tricomponent attitude model
C) self-perception theory
D) multiattribute attitude model
E) functional approach
Answer: B
Diff: 1 Page Ref: 231
Skill: Concept
Objective: 8.1: Understand what attitudes are, how they are learned, as well as their nature and
characteristics
6) ________ include the knowledge and perceptions that are acquired by a combination of direct
experience with the attitude object and related information from varied sources.
A) Affectations
B) Emotions
C) Cognitions
D) Objectives
E) Conations
Answer: C
Diff: 1 Page Ref: 231
Skill: Concept
Objective: 8.1: Understand what attitudes are, how they are learned, as well as their nature and
characteristics

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7) The ________ component of the tricomponent attitude model includes a consumer's emotions
or feelings about a particular product or brand.
A) conative
B) objective

C) cognitive
D) affective
E) situational
Answer: D
Diff: 1 Page Ref: 232
Skill: Concept
Objective: 8.1: Understand what attitudes are, how they are learned, as well as their nature and
characteristics
8) Roy is looking to buy a new HDTV set. He knows from friends that LCD set screens reflect
less light than plasma set screens, but that LCD sets are also more subject to blurring than plasma
sets. This is an example of the ________ component of his attitude toward HDTVs.
A) conative
B) objective
C) cognitive
D) affective
E) situational
Answer: C
Diff: 3 Page Ref: 232
AACSB: Analytic Skills
Skill: Application
Objective: 8.1: Understand what attitudes are, how they are learned, as well as their nature and
characteristics
9) Paula is a regular at Gino's Italian Bistro. She likes going there because the staff always
recognizes her, greets her by name, and makes her feel welcome at the restaurant. This is an
example of the ________ component of her attitude toward Gino's.
A) cognitive
B) conative
C) situational
D) perspective
E) affective

Answer: E
Diff: 2 Page Ref: 232
Skill: Application
Objective: 8.1: Understand what attitudes are, how they are learned, as well as their nature and
characteristics

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10) ________ is concerned with the likelihood or tendency than an individual will undertake a
specific action or behave in a particular way with regard to the attitude object.
A) Cognition
B) Affectation
C) Situation
D) Perspective
E) Conation
Answer: E
Diff: 2 Page Ref: 233
AACSB: Analytic Skills
Skill: Concept
Objective: 8.1: Understand what attitudes are, how they are learned, as well as their nature and
characteristics
11) In marketing and consumer research, the conative component of the tricomponent attitude
model is frequently treated as an expression of the consumer's ________.
A) attitude
B) level of familiarity
C) intention to buy
D) attitude toward the object
E) ego-defensive function

Answer: C
Diff: 3 Page Ref: 233
AACSB: Analytic Skills
Skill: Application
Objective: 8.1: Understand what attitudes are, how they are learned, as well as their nature and
characteristics
12) ________ assess(es) the likelihood of a consumer purchasing a product or behaving in a
certain way.
A) Cognitive dissonance theory
B) Buyer intention scales
C) Attitude-change strategies
D) Emotionally charged states
E) Self-perception theory
Answer: B
Diff: 1 Page Ref: 233
Skill: Concept
Objective: 8.1: Understand what attitudes are, how they are learned, as well as their nature and
characteristics

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13) ________ portray consumers' attitudes with regard to an attitude object as a function of
consumers' perceptions and assessment of the key attributes or beliefs of that object.
A) Multiattribute attitude models
B) Functional models
C) Dual mediation models
D) Cognitive dissonance theories
E) Tricomponent attitude models

Answer: A
Diff: 3 Page Ref: 233
AACSB: Analytic Skills
Skill: Concept
Objective: 8.1: Understand what attitudes are, how they are learned, as well as their nature and
characteristics
14) Attitude-toward-object, attitude-toward-behavior, and theory-of-reasoned-action models are
examples of ________.
A) tricomponent attitude models
B) buyer intention scales
C) attitude-change strategies
D) self-perception theories
E) multiattribute attitude models
Answer: E
Diff: 1 Page Ref: 233
Skill: Concept
Objective: 8.1: Understand what attitudes are, how they are learned, as well as their nature and
characteristics
15) According to the attitude-toward-object model, the consumer's attitude toward a product is a
function of ________.
A) price
B) communication messages the consumer receives
C) the presence or absence of certain product-specific beliefs or attitudes
D) the consumer's intention to behave in a certain way
E) consumers' subjective norms
Answer: C
Diff: 2 Page Ref: 233
Skill: Concept
Objective: 8.1: Understand what attitudes are, how they are learned, as well as their nature and
characteristics

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16) Microsoft wants to measure public attitudes toward the default media-playing software
included in its Windows operating system. Which of the following types of multiattribute attitude
models would be most appropriate for Microsoft to use?
A) theory-of-reasoned-action model
B) trying-to-consume model
C) attitude-toward-object model
D) attitude-toward-behavior model
E) attitude-toward-the-ad model
Answer: C
Diff: 3 Page Ref: 234
AACSB: Reflective Thinking
Skill: Application
Objective: 8.1: Understand what attitudes are, how they are learned, as well as their nature and
characteristics
17) The ________ model is designed to capture the individual's attitude toward acting with
respect to an object rather than the attitude toward the object itself.
A) theory-of-reasoned-action model
B) trying-to-consume model
C) attitude-toward-object model
D) attitude-toward-behavior model
E) attitude-toward-the-ad model
Answer: D
Diff: 1 Page Ref: 235
Skill: Concept
Objective: 8.1: Understand what attitudes are, how they are learned, as well as their nature and

characteristics
18) Jake feels that shopping in thrift shops shows a lack of class and sophistication. This attitude
would be captured by which of the following multiattribute attitude models?
A) theory-of-reasoned-action model
B) trying-to-consume model
C) attitude-toward-object model
D) attitude-toward-behavior model
E) attitude-toward-the-ad model
Answer: D
Diff: 3 Page Ref: 235
AACSB: Reflective Thinking
Skill: Application
Objective: 8.1: Understand what attitudes are, how they are learned, as well as their nature and
characteristics

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19) According to the ________, to understand consumers' intentions we also need to measure the
subjective norms that influence an individual's intention to act.
A) theory-of-reasoned-action model
B) trying-to-consume model
C) attitude-toward-object model
D) attitude-toward-behavior model
E) attitude-toward-the-ad model
Answer: A
Diff: 2 Page Ref: 235
Skill: Concept
Objective: 8.1: Understand what attitudes are, how they are learned, as well as their nature and

characteristics
20) ________ involve both the beliefs that the consumer attributes to relevant others, such as
friends and parents, and the consumer's motivation to comply with the beliefs held by those
relevant others.
A) Niche markets
B) Subjective norms
C) Direct experiences
D) External attributions
E) Foot-in-the-door techniques
Answer: B
Diff: 2 Page Ref: 235
Skill: Concept
Objective: 8.1: Understand what attitudes are, how they are learned, as well as their nature and
characteristics
21) If an undergraduate student was considering getting a tattoo and stopped to ask herself what
her parents would think of such behavior, such a reflection would constitute her ________.
A) internal attribution
B) subjective norm
C) direct experience
D) external attribution
E) niche
Answer: B
Diff: 1 Page Ref: 236
AACSB: Analytic Skills
Skill: Application
Objective: 8.1: Understand what attitudes are, how they are learned, as well as their nature and
characteristics

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22) Which of the following are considered to be underlying factors that are likely to produce a
subjective norm?
A) conative predispositions and cognitions
B) normative beliefs and motivation to comply with relevant others
C) affective predispositions toward the behavior and motivation to comply with others
D) intrinsic and extrinsic attributions
E) intention and normative beliefs
Answer: B
Diff: 3 Page Ref: 236
Skill: Concept
Objective: 8.1: Understand what attitudes are, how they are learned, as well as their nature and
characteristics
23) An extension of the theory-of-reasoned-action model is the ________, which includes an ads
the construct of perceived behavioral control, which is a consumer's perception of whether the
behavior is or is not within his or her control.
A) trying-to-consume model
B) theory of planned behavior
C) attitude-toward-object model
D) attitude-toward-behavior model
E) attitude-toward-the-ad model
Answer: B
Diff: 1 Page Ref: 236
AACSB: Analytic Skills
Skill: Concept
Objective: 8.1: Understand what attitudes are, how they are learned, as well as their nature and
characteristics
24) The ________ is designed to account for cases in which the action or outcome is desired but
not certain, and reflects the consumer's attempts to consume, whether or not they are successful.

A) theory-of-reasoned-action model
B) trying-to-consume model
C) attitude-toward-object model
D) attitude-toward-behavior model
E) attitude-toward-the-ad model
Answer: B
Diff: 1 Page Ref: 237
Skill: Concept
Objective: 8.1: Understand what attitudes are, how they are learned, as well as their nature and
characteristics

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25) In the theory of trying to consume, the consumer's attempts to consume may be a result of
________ or ________ impediments that prevent the desired action or outcome.
A) personal; social
B) personal; environmental
C) social; environmental
D) physical; economic
E) economic; environmental
Answer: B
Diff: 1 Page Ref: 237
Skill: Concept
Objective: 8.1: Understand what attitudes are, how they are learned, as well as their nature and
characteristics
26) According to the attitude-toward-the-ad model, the consumer forms various feelings and
judgments as a result of exposure to an ad. If the consumer likes the ad, ________.
A) he is more likely to buy the product

B) he is less likely to buy the product
C) he is less likely to encounter environmental impediments to consumption
D) his like or dislike has no relevance to their likelihood of purchasing the product
E) he is more likely to attribute satisfaction with the product internally
Answer: A
Diff: 2 Page Ref: 237
AACSB: Analytic Skills
Skill: Concept
Objective: 8.1: Understand what attitudes are, how they are learned, as well as their nature and
characteristics
27) The shift from no attitude to an attitude is a result of ________.
A) biological pressures
B) environment
C) learning
D) genetic predisposition
E) self defense
Answer: C
Diff: 1 Page Ref: 239
Skill: Concept
Objective: 8.3: Understand how experience leads to the initial formation of consumer-related
attitudes

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28) The primary means by which attitudes toward goods and services are formed is through
________.
A) vicarious learning
B) environment

C) direct experience
D) genetic predisposition
E) self defense
Answer: C
Diff: 1 Page Ref: 240
Skill: Concept
Objective: 8.3: Understand how experience leads to the initial formation of consumer-related
attitudes
29) Marketers that offer coupons and free samples of new products to entice consumers to try
them understand the importance of ________ in attitude formation.
A) subjective norms
B) indirect experience
C) ego defense
D) attribution
E) direct experience
Answer: E
Diff: 2 Page Ref: 240
AACSB: Analytic Skills
Skill: Application
Objective: 8.3: Understand how experience leads to the initial formation of consumer-related
attitudes
30) Niche marketing is also sometimes called ________.
A) attitude research
B) attribution
C) value expression
D) micromarketing
E) dual mediation
Answer: D
Diff: 1 Page Ref: 240
Skill: Concept

Objective: 8.3: Understand how experience leads to the initial formation of consumer-related
attitudes

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31) Direct marketing efforts have an excellent chance of favorably influencing target consumer's
attitudes because ________.
A) direct marketing is favorably looked upon
B) the mass scale of direct marketing makes it a dominant player
C) the products and services offered are highly targeted to the individuals' needs and concerns
D) Internet advertising is too cluttered
E) direct marketing is more likely to result in external attribution of positive experiences with the
product to the product itself
Answer: C
Diff: 2 Page Ref: 240
AACSB: Communication
Skill: Application
Objective: 8.3: Understand how experience leads to the initial formation of consumer-related
attitudes
32) Attitudes that develop through ________ tend to be more confidently held, more enduring,
and more resistant to attack than those developed via ________.
A) direct experience; indirect experience
B) internal attribution; external attribution
C) utilitarian function; knowledge function
D) cognition; emotions
E) direct marketing; niche marketing
Answer: A
Diff: 2 Page Ref: 240

AACSB: Reflective Thinking
Skill: Concept
Objective: 8.3: Understand how experience leads to the initial formation of consumer-related
attitudes
33) Consumers who have a high need for cognition are likely to ________.
A) form positive attitudes in response to ads that feature an attractive model or a celebrity
B) form a positive attitude in response to ads or direct mail that are rich in product-related
information
C) form negative attitudes towards ads that are rich in product information
D) feel neutral towards ads that feature attractive models or product information
E) feel neutral toward ads that are rich in product-related information
Answer: B
Diff: 2 Page Ref: 241
AACSB: Communication
Skill: Application
Objective: 8.3: Understand how experience leads to the initial formation of consumer-related
attitudes

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34) Which of the following types of companies is most likely to go after an attitude change
market strategy?
A) the industry leader
B) a major competitor of the leader
C) a small start-up business
D) a large firm in a small industry
E) a company with significant consumer goodwill
Answer: B

Diff: 3 Page Ref: 242
AACSB: Reflective Thinking
Skill: Application
Objective: 8.4: Understand the various ways in which consumers' attitudes are changed
35) Ben has a positive attitude toward Nova Hiking Gear because a pair of Nova hiking boots he
owns have proven to be very durable and to provide good support during long hikes. Ben has
formed this attitude based on the boots' ________.
A) ego-defensive function
B) utilitarian function
C) value-expressive function
D) knowledge function
E) intention function
Answer: B
Diff: 2 Page Ref: 242
Skill: Application
Objective: 8.4: Understand the various ways in which consumers' attitudes are changed
36) With its slogan "Because self-confidence is priceless," Iron Band Deodorant is trying attract
customers by emphasizing the brand's ________.
A) ego-defensive function
B) utilitarian function
C) value-expressive function
D) knowledge function
E) intention function
Answer: A
Diff: 2 Page Ref: 242
AACSB: Communication
Skill: Application
Objective: 8.4: Understand the various ways in which consumers' attitudes are changed

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37) Ads for cosmetics and personal care products acknowledge the fact that people want to
protect their self-images from inner feelings of doubt. This is consistent with which basic
motivational functions?
A) the ego-defensive function
B) the knowledge function
C) the utilitarian function
D) the value-expressive function
E) the intention function
Answer: A
Diff: 2 Page Ref: 242
Skill: Application
Objective: 8.4: Understand the various ways in which consumers' attitudes are changed
38) If a consumer segment generally holds a positive attitude toward owning the latest designer
jeans, then that segment's attitude toward new brands of designer jeans are likely to reflect that
orientation. This is an example of the ________ of attitude.
A) ego-defensive function
B) utilitarian function
C) value-expressive function
D) knowledge function
E) intention function
Answer: C
Diff: 2 Page Ref: 242
Skill: Application
Objective: 8.4: Understand the various ways in which consumers' attitudes are changed
39) An example of the ________ function of motivation is for Crest to point out how its new
toothbrush is superior to all other toothbrushes in controlling gum disease by removing more
plaque.

A) ego-defensive
B) knowledge
C) utilitarian
D) value-expressive
E) intention
Answer: B
Diff: 2 Page Ref: 242
AACSB: Communication
Skill: Application
Objective: 8.4: Understand the various ways in which consumers' attitudes are changed

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40) Tom is looking to lose weight by cutting carbohydrates out of his diet, particularly from
regular sodas, but has a negative attitude towards diet sodas and does not drink them because he
believes they do not taste as good. What strategy can a company use to ensure Tom that their
diet tastes just like regular?
A) changing the relative evaluation of attributes
B) associating the product with a special group, event or cause
C) changing the basic motivational function
D) changing consumer beliefs about competitor brands
E) changing consumers' subjective norms
Answer: A
Diff: 2 Page Ref: 247
AACSB: Analytic Skills
Skill: Application
Objective: 8.4: Understand the various ways in which consumers' attitudes are changed
41) Which of the following is true of consumer brand beliefs in the context of changing

consumer attitudes?
A) Consumers tend to interpret ambiguous information in ways that challenge their preexisting
attitudes.
B) Consumers frequently resist evidence that challenges strongly held attitudes or beliefs.
C) The easiest way to change consumer attitudes is to attack long-standing brand beliefs.
D) Consumers generally embrace evidence that challenges strongly held attitudes and beliefs.
E) Brand loyalty is very rare and so it is relatively easy for marketers to change brand beliefs.
Answer: B
Diff: 2 Page Ref: 248
AACSB: Reflective Thinking
Skill: Concept
Objective: 8.4: Understand the various ways in which consumers' attitudes are changed
42) When HP challenges the notion that computers do not have to be difficult to use by stating
that their product "is as simple as duh," it is altering a component of the multiattribute model to
change attitudes. Which attitude change strategy is it using?
A) changing the relative evaluation of attributes
B) changing brand beliefs
C) adding an attribute
D) changing the overall brand rating
E) changing consumers' subjective norms
Answer: B
Diff: 2 Page Ref: 248
Skill: Application
Objective: 8.4: Understand the various ways in which consumers' attitudes are changed

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43) If Yoplait decides to point out that their yogurt has more potassium than a banana, which

strategy of attitude change are they following?
A) changing the relative evaluation of attributes
B) changing brand beliefs
C) adding an attribute
D) changing the overall brand rating
E) changing consumers' subjective norms
Answer: C
Diff: 2 Page Ref: 248
Skill: Application
Objective: 8.4: Understand the various ways in which consumers' attitudes are changed
44) "The largest selling brand" and "the one all others try to imitate" are claims used by
companies trying to change attitudes by using the following strategy:
A) changing the relative evaluation of attributes
B) changing brand beliefs
C) adding an attribute
D) changing the overall brand rating
E) changing consumers' subjective norms
Answer: D
Diff: 2 Page Ref: 248
AACSB: Communication
Skill: Application
Objective: 8.4: Understand the various ways in which consumers' attitudes are changed
45) When Advil makes a dramatic assertion that it has product superiority over Tylenol by
claiming it lasts longer and is gentler, what attitude change strategy is it using?
A) changing the relative evaluation of attributes
B) changing brand beliefs
C) changing beliefs about competitor brands
D) changing the overall brand rating
E) changing consumers' subjective norms
Answer: C

Diff: 2 Page Ref: 249
AACSB: Analytic Skills
Skill: Application
Objective: 8.4: Understand the various ways in which consumers' attitudes are changed

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46) The Elaboration Likelihood Model proposes that consumers' attitudes are changed by two
distinctly different routes to persuasion: _________ routes and _________ routes.
A) central; logical
B) main; secondary
C) central; peripheral
D) rational; emotional
E) direct; indirect
Answer: C
Diff: 2 Page Ref: 250
AACSB: Analytic Skills
Skill: Concept
Objective: 8.4: Understand the various ways in which consumers' attitudes are changed
47) When consumers are willing to exert the effort to comprehend, learn, or evaluate the
available information about the attitude object, learning and attitude change occur via the
________ to persuasion.
A) central route
B) celebrity endorsement
C) peripheral route
D) functional approach
E) dual mediation model
Answer: A

Diff: 2 Page Ref: 250
Skill: Concept
Objective: 8.4: Understand the various ways in which consumers' attitudes are changed
48) When a consumer's motivation or assessment skills are low, learning and attitude change tend
to occur via the ________ to persuasion.
A) central route
B) tricomponent route
C) functional route
D) primary route
E) peripheral route
Answer: E
Diff: 3 Page Ref: 250
AACSB: Analytic Skills
Skill: Concept
Objective: 8.4: Understand the various ways in which consumers' attitudes are changed

16
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49) The ________ acknowledges the possibility that the central route to persuasion can be
influenced by a peripheral cue.
A) multiattribute attitude model
B) tricomponent attitude model
C) trying-to-consume model
D) functional approach
E) dual mediation model
Answer: E
Diff: 3 Page Ref: 251
Skill: Concept

Objective: 8.4: Understand the various ways in which consumers' attitudes are changed
50) According to ________, discomfort occurs when a consumer holds conflicting thoughts
about a belief or an attitude object.
A) attitude-change strategies
B) cognitive dissonance theory
C) attribution theory
D) self-perception theory
E) attitude research
Answer: B
Diff: 2 Page Ref: 252
AACSB: Analytic Skills
Skill: Concept
Objective: 8.5: Understand how consumers' attitudes can lead to behavior and how behavior can
lead to attitudes
51) Matthew recently purchased a new laptop for $1,500. He subsequently saw an advertisement
for what appeared to be a similar model being sold for only $1,350. In order to resolve his
________, Matt decided that the cheaper model must not have as many attractive features as the
model he purchased.
A) indirect experience
B) attitude formation
C) subjective norm
D) postpurchase dissonance
E) situational influence
Answer: D
Diff: 2 Page Ref: 253
AACSB: Reflective Thinking
Skill: Application
Objective: 8.5: Understand how consumers' attitudes can lead to behavior and how behavior can
lead to attitudes

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52) In order to reduce ________, consumers can rationalize their purchase decision as being
wise, seek out advertisements that support their choice, try to "sell" friends on the positive
features of the brand, or look to known satisfied owners for reassurance.
A) postpurchase dissonance
B) emotionally charged states
C) defensive attribution
D) subjective norms
E) attitude formation
Answer: A
Diff: 3 Page Ref: 253
Skill: Concept
Objective: 8.5: Understand how consumers' attitudes can lead to behavior and how behavior can
lead to attitudes
53) ________ attempts to explain how people assign blame or credit to events on the basis of
either their own behavior or the behavior of others.
A) Self-perception theory
B) Cognitive dissonance theory
C) Attribution theory
D) Buyer intention theory
E) Attitude theory
Answer: C
Diff: 1 Page Ref: 254
Skill: Concept
Objective: 8.5: Understand how consumers' attitudes can lead to behavior and how behavior can
lead to attitudes
54) ________ suggests that attitudes develop as consumers look at and make judgments about

their own behavior.
A) Self-perception theory
B) Cognitive dissonance theory
C) Attribution theory
D) Buyer intention theory
E) Attitude theory
Answer: A
Diff: 2 Page Ref: 254
Skill: Concept
Objective: 8.5: Understand how consumers' attitudes can lead to behavior and how behavior can
lead to attitudes

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55) If a student observes that she routinely purchases the Des Moines Register on her way to
class, she is apt to conclude that she like the Des Moines Register. This is an example of how the
________ helps make inferences about one's behavior.
A) elaboration likelihood model
B) attribution theory
C) self-perception theory
D) defensive attributions theory
E) formation theory
Answer: C
Diff: 3 Page Ref: 253
Skill: Application
Objective: 8.5: Understand how consumers' attitudes can lead to behavior and how behavior can
lead to attitudes
56) When consumers give themselves credit for the outcome of a behavior, they are engaging in

________.
A) subjective attribution
B) internal attribution
C) objective attribution
D) defensive attribution
E) external attribution
Answer: B
Diff: 1 Page Ref: 254
Skill: Concept
Objective: 8.5: Understand how consumers' attitudes can lead to behavior and how behavior can
lead to attitudes
57) According to the principle of ________, consumers are likely to accept credit personally for
success and to attribute failure to others or to outside events.
A) subjective attribution
B) internal attribution
C) objective attribution
D) defensive attribution
E) external attribution
Answer: D
Diff: 1 Page Ref: 255
Skill: Concept
Objective: 8.5: Understand how consumers' attitudes can lead to behavior and how behavior can
lead to attitudes

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58) Someone who donates $10 to Amnesty International might be persuaded to donate a much
larger amount when properly approached because that person may decide that he or she is the

kind of person who makes such charitable donations. This demonstrates the basic premise of the
________.
A) door-in-the-face technique
B) consensus technique
C) foot-in-the-door technique
D) attribution technique
E) dual mediation technique
Answer: C
Diff: 3 Page Ref: 255
AACSB: Analytic Skills
Skill: Application
Objective: 8.5: Understand how consumers' attitudes can lead to behavior and how behavior can
lead to attitudes
59) One of the criteria used by consumers to confirm their initial attributions about objects is
________, which means that the reaction (the prior inference) is perceived in the same way by
other consumers.
A) distinctiveness
B) consistency over time
C) consistency over modality
D) consensus
E) self-defense
Answer: D
Diff: 3 Page Ref: 256
Skill: Concept
Objective: 8.5: Understand how consumers' attitudes can lead to behavior and how behavior can
lead to attitudes

20
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CAR MINI CASE: Carl is looking to buy a new car because he needs more space for driving his
kids to and from their after-school activities and for transporting all their gear. His wife has
suggested that the family buy a station wagon, but Carl has a negative attitude toward station
wagons because he feels that they are "Mom-mobiles" that consign their drivers to a life of car
pools and PTA meetings. He then sees an ad for Subaru with a beautiful outdoor setting and
attractive young people using a Subaru station wagon. The voice-over discusses the physical
attributes of the car and the demographics of its owners. After seeing a Subaru ad portraying its
station wagon as a trendy automotive option for exciting young people looking for more cargo
room than a sedan and better fuel-efficiency than an SUV, Carl finds himself to be much more
enthusiastic about his wife's station wagon suggestion. He purchases a Subaru, but later begins
thinking that he probably should have purchased a Volvo for its reputation of greater safety.
60) In the CAR MINI CASE, Carl's initial attitude toward station wagons is best described by
which of the following multiattribute attitude models?
A) attitude-toward-behavior model
B) trying-to-consume model
C) theory-of-reasoned-action model
D) attitude-toward-object model
E) attitude-toward-ad model
Answer: D
Diff: 3 Page Ref: 233
Skill: Application
Objective: 8.2: Understand the composition and scope of selected models of attitudes
61) In the CAR MINI CASE, Subaru's method for changing Carl's attitude is an example of
________?
A) changing the relative evaluation of attributes
B) changing brand beliefs
C) adding an attribute
D) changing the overall brand rating
E) changing consumers' subjective norms

Answer: B
Diff: 3 Page Ref: 248
AACSB: Analytic Skills
Skill: Application
Objective: 8.4: Understand the various ways in which consumers' attitudes are changed

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62) In the CAR MINI CASE, Subaru's advertising most closely adheres to the ________.
A) elaboration likelihood model
B) trying-to-consume model
C) dual mediation model
D) attitude-toward-the-ad model
E) buyer intention model
Answer: C
Diff: 3 Page Ref: 251
AACSB: Reflective Thinking
Skill: Application
Objective: 8.4: Understand the various ways in which consumers' attitudes are changed
63) In the CAR MINI CASE, Carl's reconsideration of brand choice after he buys a Subaru
constitutes ________.
A) buying intention
B) niche marketing
C) indirect experience
D) defensive attribution
E) postpurchase dissonance
Answer: E
Diff: 2 Page Ref: 253

AACSB: Analytic Skills
Skill: Application
Objective: 8.5: Understand how consumers' attitudes can lead to behavior and how behavior can
lead to attitudes
64) In the CAR MINI CASE, Subaru's portrayal of its station wagon as a car designed for young
people who need extra cargo space to accommodate their active lives. This appeals to Carl
because that is how he sees himself. In this way, Subaru is appealing to the ________ function
to change attitudes toward station wagons.
A) utilitarian
B) knowledge
C) ego-defensive
D) competitive
E) value-expressive
Answer: E
Diff: 2 Page Ref: 242
AACSB: Analytic Skills
Skill: Application
Objective: 8.4: Understand the various ways in which consumers' attitudes are changed

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COFFEE MINI CASE: Linda is a heavy coffee drinker and a friend recommends that she try
Sunrise Coffee, a new coffee house in town, because it sells delicious coffee. Linda replies that
she really prefers to drink her coffee in the peace and quiet of her own home. One morning,
Linda is running late and doesn't have time to make herself a cup of coffee, so she stops by
Sunrise and is greeted by a cheerful staff and a great-tasting coffee, all of which put Linda in a
good mood. Upon arriving at work, a co-worker comments on her alert, up-beat attitude that
morning. Linda replies that it must be the great weather that day, sunshine after a week of solid

rain. The following morning, Linda recalls what a pleasant experience she had at Sunrise and
decides to go again.
65) In the COFFEE MINI CASE, Linda's friend has a positive attitude toward Sunrise coffee as a
result of which of the following multiattribute attitude models?
A) attitude-toward-behavior model
B) trying-to-consume model
C) attitude-toward-object model
D) attitude-toward-consumer model
E) attitude-toward-the-ad model
Answer: C
Diff: 3 Page Ref: 233
Skill: Application
Objective: 8.2: Understand the composition and scope of selected models of attitudes
66) In the COFFEE MINI CASE, Linda's initial resistance to the idea of trying Sunrise Coffee
arises from which of the following multiattribute attitude models?
A) attitude-toward-behavior model
B) trying-to-consume model
C) attitude-toward-object model
D) attitude-toward-consumer model
E) attitude-toward-the-ad model
Answer: A
Diff: 3 Page Ref: 235
Skill: Application
Objective: 8.2: Understand the composition and scope of selected models of attitudes
67) In the COFFEE MINI CASE, Linda attributes her upbeat attitude and alertness to the change
in the weather. This is an example of ________.
A) internal attribution
B) utilitarian attribution
C) conative attribution
D) external attribution

E) defensive attribution
Answer: D
Diff: 2 Page Ref: 254
AACSB: Reflective Thinking
Skill: Application
Objective: 8.5: Understand how consumers' attitudes can lead to behavior and how behavior can
lead to attitudes
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68) In the COFFEE MINI CASE, Linda's new attitude toward, and repeat patronage of Sunrise
Coffee is a function of the ________ component of the tricomponent attitude model.
A) utility component
B) affective component
C) defensive component
D) cognitive component
E) conative component
Answer: B
Diff: 3 Page Ref: 232
Skill: Application
Objective: 8.2: Understand the composition and scope of selected models of attitudes
69) In the COFFEE MINI CASE, Linda's attitude toward Sunrise changes as a result of
________.
A) word-of-mouth
B) direct experience
C) a change in her environment
D) advertising
E) cognitive dissonance
Answer: B

Diff: 1 Page Ref: 228
Skill: Application
Objective: 8.1: Understand what attitudes are, how they are learned, as well as their nature and
characteristics
PUB MINI CASE: Sean and his friends, most of whom are Irish immigrants or have Irish
parents, enjoy drinking at The Celtic Knot, a small New York pub that serves many Irish beers, is
decorated with genuine Irish paraphernalia, and holds weekly traditional Irish music sessions .
Like many of his friends, Sean enjoys the feeling the pub gives him of connection with his Irish
heritage. The pub advertises at community centers and churches in predominantly Irish areas of
the city. On its posters, underneath a photo of a group of attractive young people in a cozy
corner of the pub drinking and laughing together, is the pub's slogan: "Because being Irish is
about more than just St. Paddy's Day."
70) In the PUB MINI CASE, ________ is the attitude object.
A) the pub
B) the Irish community
C) the advertising message
D) Sean
E) the price point
Answer: A
Diff: 1 Page Ref: 228
AACSB: Analytic Skills
Skill: Application
Objective: 8.1: Understand what attitudes are, how they are learned, as well as their nature and
characteristics
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71) In the PUB MINI CASE, by targeting such a specific market, The Celtic Knot is engaging in
________.

A) attitude research
B) external attribution
C) niche marketing
D) defensive attribution
E) attitude formation
Answer: C
Diff: 3 Page Ref: 240
Skill: Application
Objective: 8.3: Understand how experience leads to the initial formation of consumer-related
attitudes
72) In the PUB MINI CASE, by targeting people with strong attachments to their Irish heritage,
The Celtic Knot is taking advantage of the ________ function of their target market's attitudes.
A) utilitarian
B) value-expressive
C) knowledge
D) attribution
E) ego-defensive
Answer: B
Diff: 3 Page Ref: 242
Skill: Application
Objective: 8.4: Understand the various ways in which consumers' attitudes are changed
73) In the PUB MINI CASE, Sean enjoys the feeling the pub gives him of connection with his
Irish heritage. This is the ________ of his attitude toward the pub.
A) affective component
B) effective component
C) cognitive component
D) conative component
E) prospective component
Answer: A
Diff: 3 Page Ref: 232

Skill: Application
Objective: 8.2: Understand the composition and scope of selected models of attitudes

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