Podcast
Questions and Answers
Natalie's reaction to Macy's reflects her?
Natalie's reaction to Macy's reflects her?
attitude
Which scenario illustrates the cognitive component of a consumer's attitude toward an object?
Which scenario illustrates the cognitive component of a consumer's attitude toward an object?
A consumer believes that energy drinks are more effective than drinking a cup of coffee.
Which statement by a consumer illustrates the affective component of the consumer's attitude toward an object?
Which statement by a consumer illustrates the affective component of the consumer's attitude toward an object?
I do not like peanut butter sandwiches.
Match the type of benefit to its correct example:
Match the type of benefit to its correct example:
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Which statement best illustrates the behavioral component of an attitude?
Which statement best illustrates the behavioral component of an attitude?
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An enduring organization of emotional, cognitive, motivational, and perceptual processes with respect to some aspect of one's environment is known as a(n)?
An enduring organization of emotional, cognitive, motivational, and perceptual processes with respect to some aspect of one's environment is known as a(n)?
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The beliefs of a consumer about an object reflect the _____ component of a consumer's attitude.
The beliefs of a consumer about an object reflect the _____ component of a consumer's attitude.
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Which factors account for inconsistencies between measures of consumer beliefs and feelings toward a product and observations of actual consumer behavior?
Which factors account for inconsistencies between measures of consumer beliefs and feelings toward a product and observations of actual consumer behavior?
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Which component of attitude is represented by the emotional reactions or feelings of a consumer to an object?
Which component of attitude is represented by the emotional reactions or feelings of a consumer to an object?
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Match the type of benefit to its correct description:
Match the type of benefit to its correct description:
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Select the four basic marketing strategies that can be adopted to alter the cognitive structure of a consumer's attitude toward a product.
Select the four basic marketing strategies that can be adopted to alter the cognitive structure of a consumer's attitude toward a product.
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The tendency of a consumer to respond to an activity or object in a certain way is referred to as the _____ component of an attitude.
The tendency of a consumer to respond to an activity or object in a certain way is referred to as the _____ component of an attitude.
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What are the three basic approaches marketers use to directly increase the affective component of a consumer's attitude toward their products?
What are the three basic approaches marketers use to directly increase the affective component of a consumer's attitude toward their products?
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When marketers focus on inducing people to buy a product while ensuring that the purchase experience is rewarding for the consumers, this tactic is based on _____ conditioning.
When marketers focus on inducing people to buy a product while ensuring that the purchase experience is rewarding for the consumers, this tactic is based on _____ conditioning.
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Identify the factors that account for inconsistencies between measures of consumer beliefs and feelings toward a product and observations of actual consumer behavior. (Select all that apply)
Identify the factors that account for inconsistencies between measures of consumer beliefs and feelings toward a product and observations of actual consumer behavior. (Select all that apply)
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Four basic marketing strategies—change beliefs, shift importance, add beliefs, and change ideal—are all used to alter the ______ structure of a consumer's attitude.
Four basic marketing strategies—change beliefs, shift importance, add beliefs, and change ideal—are all used to alter the ______ structure of a consumer's attitude.
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Three basic approaches—classical conditioning, affect toward the ad itself, and mere exposure—are all used to alter the ______ structure of a consumer's attitude.
Three basic approaches—classical conditioning, affect toward the ad itself, and mere exposure—are all used to alter the ______ structure of a consumer's attitude.
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Select the three factors that are integrated into the elaboration likelihood model in order to understand attitudes.
Select the three factors that are integrated into the elaboration likelihood model in order to understand attitudes.
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Through operant conditioning, marketers attempt to change the _____ component of a consumer's attitude toward a product before changing affect or cognition.
Through operant conditioning, marketers attempt to change the _____ component of a consumer's attitude toward a product before changing affect or cognition.
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A central cue for _____ products is represented by emotions, which in turn influence attitudes under high involvement.
A central cue for _____ products is represented by emotions, which in turn influence attitudes under high involvement.
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Promotional messages are avoided by consumers when these messages are?
Promotional messages are avoided by consumers when these messages are?
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In the context of marketing, the formation and change of consumer attitudes under varying conditions of involvement are explained by a theory known as the?
In the context of marketing, the formation and change of consumer attitudes under varying conditions of involvement are explained by a theory known as the?
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When competing brands are functionally comparable in a competitive situation, brands with _____ cues in its advertising are preferred by highly involved consumers.
When competing brands are functionally comparable in a competitive situation, brands with _____ cues in its advertising are preferred by highly involved consumers.
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In the context of influencing consumer attitude, persuading consumers becomes easier when the source is considered?
In the context of influencing consumer attitude, persuading consumers becomes easier when the source is considered?
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The successful use of a product, service, or idea is recounted by the typical member of a target market in a _____ ad.
The successful use of a product, service, or idea is recounted by the typical member of a target market in a _____ ad.
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When consumers encounter promotional messages that are counter to their attitudes, they tend to?
When consumers encounter promotional messages that are counter to their attitudes, they tend to?
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Select all the reasons why the use of celebrity sources in advertising is effective.
Select all the reasons why the use of celebrity sources in advertising is effective.
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The threat of negative consequences is used by advertisement campaigns if behaviors or attitudes are not altered. This type of advertisement is said to have _____ appeal.
The threat of negative consequences is used by advertisement campaigns if behaviors or attitudes are not altered. This type of advertisement is said to have _____ appeal.
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A source is generally considered trustworthy if it lacks ulterior motive and provides complete and accurate information.
A source is generally considered trustworthy if it lacks ulterior motive and provides complete and accurate information.
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A disadvantage of humorous advertisements is that?
A disadvantage of humorous advertisements is that?
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'Spuming Lather' is a brand of laundry detergent. The product is promoted through live accounts of people who are satisfied with the product. This type of advertising is an example of a(n)?
'Spuming Lather' is a brand of laundry detergent. The product is promoted through live accounts of people who are satisfied with the product. This type of advertising is an example of a(n)?
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The features or benefits of two or more brands are directly compared by advertisements.
The features or benefits of two or more brands are directly compared by advertisements.
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Which of the following are risks for a company associated with using celebrity endorsements in its advertising? (Select all that apply)
Which of the following are risks for a company associated with using celebrity endorsements in its advertising? (Select all that apply)
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Emotional advertisements enhance persuasion by increasing which of the following?
Emotional advertisements enhance persuasion by increasing which of the following?
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In situations where creating fear may not be enough, how can the effectiveness of advertisements be increased using fear appeal?
In situations where creating fear may not be enough, how can the effectiveness of advertisements be increased using fear appeal?
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Using two-sided messages in advertisements and sales presentations is typically more effective than employing one-sided messages when?
Using two-sided messages in advertisements and sales presentations is typically more effective than employing one-sided messages when?
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One of two equivalent value outcomes is presented either in positive or negative terms. This is referred to as?
One of two equivalent value outcomes is presented either in positive or negative terms. This is referred to as?
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Which of the following conditions usually lead to an increase in the overall effectiveness of a humorous ad?
Which of the following conditions usually lead to an increase in the overall effectiveness of a humorous ad?
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A marketer needs to know the _____ to define appropriate benefit segments.
A marketer needs to know the _____ to define appropriate benefit segments.
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Which of the following are negative consequences that can result from comparative ads for a sponsor brand? (Select all that apply)
Which of the following are negative consequences that can result from comparative ads for a sponsor brand? (Select all that apply)
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Which appeal applies to an advertisement designed to elicit a positive affective response from an audience rather than provide arguments or information?
Which appeal applies to an advertisement designed to elicit a positive affective response from an audience rather than provide arguments or information?
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Match the types of promotional messages to their appropriate descriptions:
Match the types of promotional messages to their appropriate descriptions:
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_____ framing focuses on only a single attribute of a product, while _____ framing concentrates on the positive consequences of performing or the negative consequences of not performing an act.
_____ framing focuses on only a single attribute of a product, while _____ framing concentrates on the positive consequences of performing or the negative consequences of not performing an act.
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Consumers are grouped or divided on the basis of their most important attribute or attributes. This practice is referred to as?
Consumers are grouped or divided on the basis of their most important attribute or attributes. This practice is referred to as?
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Drag and drop the types of ad situations against the corresponding types of message framing in which these situations are most effective:
Drag and drop the types of ad situations against the corresponding types of message framing in which these situations are most effective:
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In this scenario, match the steps Red Trumpet is most likely to take to develop the best product with the appropriate actions taken by the company:
In this scenario, match the steps Red Trumpet is most likely to take to develop the best product with the appropriate actions taken by the company:
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A company's advertisement shows its product side-by-side with a competing product. The advertisement lists all the reasons why the company's product is superior. This is an example of ______ advertising.
A company's advertisement shows its product side-by-side with a competing product. The advertisement lists all the reasons why the company's product is superior. This is an example of ______ advertising.
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Study Notes
Consumer Attitudes
- A consumer's feelings toward an object, such as a store, contribute to their overall attitude.
- The cognitive component involves beliefs about product effectiveness, like preferring energy drinks over coffee.
- The affective component reflects emotional reactions, as shown by statements of dislike for products.
- The behavioral component is demonstrated by purchasing decisions based on brand preferences.
Types of Benefits
- Utilitarian benefits refer to practical and functional advantages, while hedonic benefits relate to emotional satisfaction.
- Consumer attitudes can be categorized into functional (utilitarian) and emotional (hedonic) benefits.
Marketing Strategies
- Strategies to alter consumer attitudes include changing perceptions, beliefs about product performance, and shifting importance of product attributes.
- The Elaboration Likelihood Model explains how attitudes can change under different conditions of involvement based on situational, individual, and marketing factors.
Consumer Behavior Influences
- Inconsistencies in consumer beliefs and actual behaviors can arise from interpersonal influences, situational factors, and relative attitudes.
- Marketers can increase the affective component by employing classical conditioning, increasing exposure, or enhancing ad likability.
Message Framing and Appeals
- Effective advertisements utilize emotional appeals to elicit positive responses without focusing solely on product arguments.
- Comparative advertising demonstrates the strengths of one product over competitors, which can backfire if it fosters negative consumer reactions.
- Two-sided messages, which present both pros and cons, can effectively change well-established attitudes.
Celebrity Endorsements and Humor in Ads
- Celebrity endorsements can attract attention and create aspirational value but carry the risk of overexposure and negative behavior by the celebrity.
- Humorous ads need to resonate with the audience and tie closely to the product for maximum effectiveness.
Fear Appeals and Accountability in Advertising
- Fear-based advertisements must also instigate a sense of accountability to drive consumer action and can be enhanced by guilt.
- Emotional advertisements can boost attentiveness and processing, making them more persuasive.
Segmenting Consumers and Framing Strategies
- Consumers are segmented based on key attributes to tailor marketing efforts more effectively.
- Different framing strategies are utilized based on the context, focusing on either positive attributes or negative consequences of inaction.
Advertising Mechanisms
- Testimonial ads rely on positive user experiences shared by typical consumers to foster trust.
- The success of advertisements often hinges on how well the presented information aligns with consumer attitudes, with counter-attitudinal messages likely to be discounted.
Comprehension of Attitude Structures
- Attitudes are organized around cognitive (beliefs), affective (feelings), and behavioral (actions) components, which marketers aim to influence through various strategies.
- The understanding of these components allows marketers to develop more precise campaigns aimed at altering consumer perceptions effectively.
Studying That Suits You
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Description
Test your understanding of key concepts from Chapter 11 of Consumer Behavior. This quiz covers various aspects of consumer attitudes and their components. Perfect for reinforcing your knowledge before exams.
