ch 7.2

All consumers commit to an attitude similarly, once the commitment is made.

It is impossible for a person to hold two contradictory attitudes toward the same object.

Some workers calling to raise money for a charity will purposely ask for more money than the 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.

Andy Wilcox was running for mayor. His campaign manager asked people to put a small 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.

Morris is considering joining the Marine Corps. However, he knows the corps has changed since his father joined. The participation of 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.

In balance theory, a unit relation occurs when two elements of a triad are linked because a person has expressed a preference (or dislike) for the third.

The base premise of the Fishbein model is that a consumer's overall attitude about a brand is determined by a weighted average calculation of the importance of each of their _____ for each product attribute.

The _____ implies that a consumer's attitude toward a product can be predicted by identifying the specific beliefs held about the several product attributes and combining them into one overall measure of the consumer's attitude.

Ken is using a multi-attribute model to make a decision on which college to attend. Scholarly reputation, friendliness of students, and the adequacy of the college placement division are the most important areas that Ken is using to measure his list of colleges. Which of the following elements is Ken primarily using in their multi-attribute model to make his decision?

Sam is using a multi-attribute model to make a decision on which college to attend. They have decided that scholarly reputation is more important than whether the college has a good sports program. Which of the following elements is Sam primarily using in their multi-attribute model to make her decision?

The three components of the Fishbein model are:

Ben wanted to use the Fishbein model to measure attitudes toward a professional hockey team. What would Ben have to do first to use this model?

Multi-attribute attitude models specify three elements, which are:

Which of the following is a strategic application of multi-attribute models?

The extended Fishbein multi-attribute model recognizes a distinction between behavioural intentions and actual behaviour. This is important because:

Fred is trying to understand why his customers feel the way they do about the speakers he sells. He 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.

Many attempts to correlate reported attitude toward something with actual behaviour have found:

A social pressure element was added to the extended Fishbein model because:

Despite improvements to the Fishbein model there still exist obstacles to predicting behaviour using this model. Which of the following is one of those obstacles?

A research firm was using Fishbein's model to measure attitudes, but found that the predictions of the model were insufficient to explain the behaviour of its client's customers. The firm decided to try the extended Fishbein model; what did they need to add to their original research?

Several of the following cultural roadblocks diminish the universality of the theory of reasoned action. Which of the following statements depicts one of those roadblocks?

The attitude accessibility perspective suggests that:

One of the aspects of the theory of reasoned action looks at the attitude toward buying, focusing on the perceived consequences of a purchase. It turns out that:

Knowledge of a person's attitude is an extremely good predictor of behaviour.

Research reveals that as the number of people in line behind a target customer increases, he or she would feel more pressure to conclude the transaction quickly leading to experiencing greater negative affect.