Consumer Behavior, 11e (Schiffman/Kanuk)

Chapter 6 Consumer Attitude Formation and Change

1) John is conducting research on American attitudes toward European car brands,

particularly Volkswagen, Volvo, Mercedes, and BMW. The car brands he is researching
are ________.
A) experiences
B) attitudes
C) objects
D) attributions
E) cognitions
Answer: C
2) 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
3) Attitudes stemming from ________ are more confidently held, more enduring, and
more resistant to competitors' messages than attitudes originating from promotional
messages only.
A) print advertisements
B) product usage
C) websites
D) television advertisements
E) endorsers
Answer: B
4) 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
5) 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 toward ads that are rich in product information
D) feel neutral toward ads that feature attractive models or product information
E) feel neutral toward ads that are rich in product-related information
Answer: B
6) 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
7) 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
8) 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, so she feels an emotional connection with the staff and 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
9) 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
10) 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
11) 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
12) 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
13) 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
14) 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 his likelihood of purchasing the product
E) he is more likely to attribute satisfaction with the product internally
Answer: A
15) Chris notices the label for a popular brand of yogurt suggests the yogurt has more
potassium than a banana. Chris had not previously associated the yogurt brand, or any
other yogurt, with potassium. In this example, the marketer ________.
A) changed the relative evaluation of an existing attribute
B) changed the importance of an existing attribute
C) added a new attribute
D) developed a favorable attitude toward the ad
E) used priming
Answer: C
16) Attitudes toward online shopping are a function of all of the following EXCEPT
________.
A) purchase convenience
B) information abundance
C) service quality
D) promotions
E) homepage design
Answer: D
17) Changing attitudes according to their applicable consumer motivations is known as
the ________.
A) favorable approach
B) functional approach
C) competitive approach
D) industrial approach
E) goodwill approach
Answer: B
18) 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
19) With its slogan "Because self-confidence is priceless," Iron Band Deodorant is
trying to 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
20) 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
21) An ad for a new allergy medication includes a bar graph which demonstrates the
product's superiority by contrasting its allergy symptom relief abilities with other
allergy medications. 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: B
22) If a consumer segment generally holds a positive attitude toward owning the latest
designer jeans and values having the latest and greatest in 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
23) 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
24) Tom is looking to lose weight by cutting carbohydrates out of his diet, particularly
from regular sodas, but has a negative attitude towards diet. Diet Coke promotes its
association with the American Heart Association, which generates goodwill from Tom.
What strategy did the company use?
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: B
25) 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

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.

26) 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
27) 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
28) In the COFFEE MINI CASE, Linda's new attitude toward, and repeat patronage of
Sunrise Coffee is a function of the ________ of the tricomponent attitude model.
A) utility component
B) affective component
C) defensive component
D) cognitive component
E) conative component
Answer: B
29) 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