Consumer Attitude Formation and Change

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What is a key element of two-sided appeals in advertising?

Using a celebrity endorsement

Comparing with other brands

Presenting a perfect brand image

Admitting something negative about the sponsoring brand (correct)

What is the purpose of the 'but' part in two-sided appeals?

To provide an overriding argument for the brand's superiority (correct)

To decrease the credibility of the competing brand

To distract from the brand's weaknesses

To emphasize the negative aspect of the brand

What is the optimal level of fear in fear appeals?

A moderate level of fear to evoke an emotional response

A low level of fear to avoid people tuning it out (correct)

A high level of fear to scare people into action

No fear at all to avoid negative emotions

What is a requirement for fear appeals to be effective?

Providing a way to avoid the feared stimulus Signup and view all the answers

What is the primary effect of humor in advertising?

Gaining attention but not increasing persuasion Signup and view all the answers

What is a possible outcome of using comparative advertising?

Increased sales for the sponsoring brand Signup and view all the answers

Why may comparative advertising backfire in certain cultures?

Because it is perceived as unfair or disrespectful Signup and view all the answers

What is the Elaboration Likelihood Model (ELM) related to?

The psychological processing of advertising messages Signup and view all the answers

Which method attempts to modify the significance of existing beliefs?

Change the importance of beliefs Signup and view all the answers

Why did the petroleum industry's attempt to change consumer beliefs fail?

Consumers were suspicious and rejected the information Signup and view all the answers

Why is it generally challenging to change strongly held beliefs?

Because people are resistant to changing beliefs they strongly hold Signup and view all the answers

What approach is used if there is minimal conflict with existing beliefs?

Add beliefs Signup and view all the answers

Which approach involves strengthening a belief that already favors a cause?

Change the importance of beliefs Signup and view all the answers

What risk is associated with attempting to change ideals?

It is very risky and often unsuccessful Signup and view all the answers

What example illustrates changing the importance of a belief related to health?

Stating that replacing iron lost through menstruation is important Signup and view all the answers

What describes a successful strategy used by the beef industry?

Adding beliefs about convenience and creativity in dishes Signup and view all the answers

What is a common strategy to link a product to a positive image?

Pair it with a beautiful woman Signup and view all the answers

What is the main emphasis of Energizer Bunny advertisements?

The likable bunny Signup and view all the answers

What effect describes the situation where products are liked more the often they are advertised?

Mere exposure effect Signup and view all the answers

How can advertisers ensure continued use of their product?

Provide better shelf space Signup and view all the answers

What is the disadvantage of using temporary price discounts to attract customers?

Consumers may switch to other discounted brands Signup and view all the answers

What is a potential benefit of creating a warm, fuzzy image for a brand?

Enhanced brand preference Signup and view all the answers

What makes it difficult to change consumer beliefs?

Consumer resistance to belief changes Signup and view all the answers

Why might a brand prefer better shelf space over offering discounts to attract customers?

It avoids deal-based purchase justifications Signup and view all the answers

What is one source of attitude formation for consumers?

Experience Signup and view all the answers

Why might a consumer not act consistently with their attitudes?

Measurement problems Signup and view all the answers

Which factor might prevent a student from buying a pick-up truck they like?

Competing demands for resources Signup and view all the answers

How can social influence affect consumer behavior?

It can deter certain behaviors Signup and view all the answers

What might make changing consumer attitudes particularly difficult?

Consumers suspecting a self-serving agenda Signup and view all the answers

Which personality factor is mentioned as having a role in attitude formation?

Need for cognition Signup and view all the answers

What is one strategy to change consumer attitudes?

Classical conditioning Signup and view all the answers

Why might consumers provide unreliable answers in market research?

They do not consciously set out to enumerate their attitudes Signup and view all the answers