CB-Chapter 11

Caleb learned from his parents that littering was bad, so when he sees someone doing it, he forms an unfavorable impression of that person. Caleb's learned predisposition to dislike someone who litters represents his _____. 

• personality

• emotion

• attitude

• orientation

• intelligence

Which component of attitudes consists of a consumer's beliefs about an object? 
 

• affective

• cognitive

• factual

• behavioral

• utilitarian

Which of the following is used to understand a consumer's cognitive component of attitude? 

• attribution theory

• cognitive dissonance theory

• multiattribute attitude model

• attitude consistency theoryl

• attitude perception model

An approach to measuring the importance of attitude components that requires consumers to allocate 100 points among the components such that the distribution of the points reflects the relative importance of the component is _____. 

• perceptual mapping

• the Likert scale

• the semantic differential scale

• the rank-order scale

• none of the above

Answer explanation

A popular way of measuring importance weights is with a 100-point constant-sum scale

Kimberly-Clark is interested in mothers' emotional reactions to its Huggies brand of disposable diapers, which usually have popular characters or cute designs printed on them. Which component of attitude is Kimberly-Clark interested in? 

• knowledge

• cognitive

• affective

• behavioral

• orientation

SAM (Self-Assessment Manikin) is used to assess which component of attitude

• cognitive

• affective

• behavioral

• orientation

• personality

Which of the following statements adequately reflects the concept of attitude component consistency? 

• All three attitude components do not change over time.

• A change in one attitude component tends to produce related changes in the other components

• The three attitude components operate independently from each other, so a change in one component does not necessarily mean the others will change

• All three attitude components are equal in their influence on one's attitude.

• Each component is equally important regardless of the situation

Which of the following is NOT a factor accounting for inconsistencies between measures of beliefs and feelings and observations of behavior? 

• lack of need

• lack of ability

• weakly held beliefs and affect

• failure to consider negative reactions

   

• failure to consider interpersonal influence

For years, American automobiles did not have the level of quality that foreign, particularly Japanese, automobiles had. However, that has changed, and most automobiles built in the United States have comparable or superior quality compared with imports. Consumers' attitudes are slow to change, however, and marketers must use which strategy to change the cognitive component of consumers' attitudes? 

• change beliefs

• shift importance

• add beliefs

• change ideal

• change feelings

In an attempt to alter consumers' cognitive component of their attitude toward the Pepsi brand of cola, a freshness date was added on the cans. Pepsi wanted consumers to consider this attribute that was never a consideration before. Pepsi was using which strategy to alter the cognitive structure of a consumer's attitude? 

• change beliefs

• shift importance

   

• add beliefs

• change ideal

• change feelings