University of Texas, El Paso

MKT MISC

Chapter 8

1)Studying the nature and power of consumer_(which involves the evaluation of a product as either positive ornegative) is extremely important to consumer researchers.

2. Jessie's wicked stepsister, Drizella, is coming for dinner. Drizella often criticizes Jessie's culinary skills. Jessie would usually use instant mashed potatoes, but she fears Drizella might make unpleasant

comments. Which attitude function motivates Jessie to make her potatoes from scratch?

3. What are three components that make up the ABC Model of Attitudes?

4. Attitudes that perform a(n)                                                      function relate to consumers' self-concept or central values.

5. We form some attitudes because we need order, structure, or meaning. A(n)              applies when a person is in an ambiguous situation (for example, "It's fine to wear casual pants to work, but only on Friday").

6. Attitude researchers developed the concept of (a)                                                              to explain the relative impact of the three components of knowing, feeling,

and doing, each of which specifies that a fixed sequence of steps occurs en route to an attitude.

7. Which is NOT one of the methods of developing an attitude described in this chapter?

8. Consumers vary in their commitment to an attitude; the degree of commitment relates to their level of involvement with the attitude object. At the lowest level of involvement,            , we form an attitude because it helps us to gain rewards or avoid punishment.

9. The following is an example of the principle of cognitive consistency.

10. Which component of the Fishbein model relates to the probability that a particular object has an importantattribute?

11. Based on the information you have learned in this chapter, which of the following is NOT a strategy suggested by the Fishbein

multiattribute model?

12. Researchers encounter many obstacles to predicting behavior in the Theory of Reasoned Action. Two obstacles explained in this chapter include        .

13. Luke is a medical device manufacturer with slow sales. He decides to air a television commercial stressing that the product has been endorsed by the American Medical Association. Of the strategies discussed in this chapter for attempting to encourage attitude change, which term applies?

14. A BBQ restaurant advertises lunch specials on the radio targeting white-collar workers on the west side of town. The message focuses on the large and filling portions. Think back on what you have read regarding the communications model and determine which of the following is the medium in this scenario.

15. Devon is running for a local School Board position and therefore uses her knowledge of the model to share her platform with her target market. This model identifies important components that she needs to control to effectively share her campaign message with the voters.

16. According to this chapter,                                                                                      is a popular strategy that lets marketers communicate with consumers who have agreed to listen.

17. While teaching her students about consumer behavior, Professor Somali explained that           is the process of transferring information to the buyer before a sale.

18. An employee of one company that pretends to be someone else while posting negative comments or reviews about acompetitor's product would be guilty of .

19. TJ's job requires him to travel by automobile quite often. In fact, he drives about 160 miles per day and finds himself listening to the radio

quite a bit of that time. In the beginning, he used to change the channel every time a specific advertisement came on that he did not like,

but eventually, with repeated exposure, he began to like the familiarity of the commercial. Psychologists would call this                                                                                                                            .

20. The       explains the fine line between familiarity and boredom; it proposes that two separate psychological processes operate when marketers repeatedly show an ad to a viewer.

21. The Elaboration Likelihood Model assumes that under conditions of high involvement we take the central route to persuasion. When we are faced with conditions of low involvement, we take a                route.

22. According to the                                                              , when we find the information in a persuasive message relevant or interesting, we pay careful attention to it.

23.                  occurs when marketers select appropriate elements of popular culture to use in their promotional strategies.

24. A New York couple funded their $80,000 wedding by selling corporate plugs; they inserted coupons in their programs and tossed 25 bouquets from 1-800-FLOWERS. This is an example of    .