schiffman08_tif 中山大学吴柏林教授 “广告心理学(清华大学出版社2010)”绝密资料

Chapter 8: Consumer Attitude Formation and Change Multiple Choice Questions:

1.When we are asked whether we like or dislike a particular advertisement for a

Sony DVD player, we are being asked to express our _____ toward that product.

a.opinion

b.perception

c.attitude

d.conclusion

(c; Difficulty 1, p. 251)

2.There seems to be a trend today where things that are all natural are good, and

synthetic is bad. This is an example of a general _____.

a.opinion

b.perception

c.attitude

d.conclusion

(c; Difficulty 2, p. 251)

3.How do consumer researchers assess attitudes?

a.by asking questions

b.making inferences from behavior

c.by monitoring word of mouth communication

d.all of the above

(d; Difficulty 1, p. 252)

4.A/An _____ is a learned predisposition to behave in a consistently favorable or

unfavorable way with respect to a given object.

a.belief

b.attitude

c.value

d.feeling

(b; Difficulty 2, p. 253)

5.Which of the following is not a characteristic of attitudes?

a.Attitudes have consistency.

b.Attitudes are a learned predisposition.

c.Attitudes occur within a situation.

d.Attitudes are based on direct experienc

e.

(d; Difficulty 2, p. 253 )

6.Attitudes are formed as a result of all of the following except:

a.direct experience

b.word of mouth

c.mass media advertising

d.heredity

(d; Difficulty 1, p. 253)

7.Attitudes might propel consumers toward a particular behavior or repel them

away from a particular behavior, therefore attitudes have a _____ quality.

a.behavioral

b.motivational

c.threatening

d.driving

(b; Difficulty 3, p. 253)

8.If a consumer expresses positive attitudes towards BMWs, then:

a.she will without doubt purchase a BMW next time she is shopping for a car.

b.she will not purchase a BMW.

c.she will select a BMW if the circumstances suit her (price, availability, etc).

d.she will change her attitude as she realizes BMWs are out of her price rang

e. (c; Difficulty 2, p. 253)

9.Attitudes occur within and are affected by the _____, the events or circumstances

that at a particular point in time influence the relationship between attitude and behavior.

a.economy

b.situation

c.culture

d.behavior

(b; Difficulty 2, p. 254)

10.The fact that Sarah thinks it is alright to eat lunch at Taco Bell, but that it is

inappropriate to eat dinner there, coincides with which characteristic about

attitudes?

a.Attitudes are consistent.

b.Attitudes are situational.

c.Attitudes are a learned predisposition.

d.Attitudes affect eating behaviors.

(b; Difficulty 2, p. 254 )

11.Which of the following is not one of the models of attitudes?

a.tricomponent model

b.trying to consume model

c.attitude toward the brand model

d.multiattribute attitude model

(c; Difficulty 2, p. 256)

12.According to the _____ model, attitudes consist of three major components: a

cognitive component, an affective component and a conative component

a.trying to consume

b.multiattribute

c.tricomponent

d.attitude toward the ad

(c; Difficulty 2, p. 256)

13.The tricomponent model consists of three major components; which is not one of

them?

a.cognitive

b.affective

c.conative

d.objective

(d; Difficulty 2, p. 256)

14.One part of the tricomponent model is the cognitive component. The attitudes one

carries about the object are a result of:

a.direct experience and informational sources.

b.emotions or feelings about the object.

c.predictions of the consumer’s intention to buy.

d.all of the above

(a; Difficulty 2, p. 256)

15.The _____ component of the tricompo nent model measures the consumer’s

feelings or emotions about a product. They capture the individual’s global

assessment of the attitude object.

a.cognitive

b.conative

c.affective

d.behavioral

(c; Difficulty 2, p. 257)

16.Emotionally charged states such as happiness, sadness or anger may enhance or

amplify positive or negative experiences. Later recollections of such experiences may impact what comes to mind and how the individual reacts. This is a

characteristic of the _____ component of the tricomponent model.

a.cognitive

b.conative

c.affective

d.behavioral

(c; Difficulty 3, p. 257)

17._____, a component of the tricomponent attitude model, is concerned with the

likelihood or tendency that an individual will undertake a specific action or

behave in a particular way with regard to the attitude object.

a.Cognition

b.Conation

c.Affection

d.Positivism

(b; Difficulty 2, p. 258)

18.In marketing and consumer research, the conative component of the tricomponent

attitude model is frequently treated as an expression of the consumer’s _____.

a.attitude

b.level of familiarity

c.intention to buy

d.attitude toward the object

(c; Difficulty 3, p. 259)

19._____ attitude models portray consumers’ attitudes with regard to an attitude

object as a function of consumers’ perception and an assessment of the key

attributed or beliefs held with regard to the particular attitude object.

a.Trying to consume

b.Multiattribute

c.Tricomponent

d.Attitude toward the ad

(b; Difficulty 2, p. 259)

20.According to the attitude toward the object model, the consumer’s attitude toward

a product is a function of:

a.price.

https://www.sodocs.net/doc/fe10408678.html,munication messages the consumer receives.

c.the presence or absence of certain product-specific beliefs or attitudes.

d.the consumer’s intention to behave in a certain way.

(c; Difficulty 2, p. 259)

21.The _____ model is the indiv idual’s attitude toward acting with respect to an

object rather than the attitude toward the object itself.

a.multiattribute

b.attitude toward the ad

c.attitude toward behavior

d.trying to consume

(c; Difficulty 2, p. 260)

22.Howard’s attitude about the act of pu rchasing a BMW, his _____, reveals more

about the potential act of purchasing than does simply knowing his attitude

toward BMWs.

a.attitude toward the ad

b.attitude toward behavior

c.trying to consume

d.affective component

(b; Difficulty 2, p. 260)

23.According to the theory of _____, to understand intention, we need to measure the

subjective norms that influence an individual’s intention to act.

a.trying to consume

b.reasoned action

c.attitude toward behavior

d.attitude toward the object

(b; Difficulty 3, p. 261)

24.According to the theory of reasoned action, for researchers to understand the

subjective norm about the purchase of a new VW Beetle by a student, they would have to identify three things; which is not one of them?

a.his relevant others

b.his beliefs about how each relevant other would respond to his purchase decision

c.his motivation to comply with his relevant others

d.his environmental impediments that will come between him and his new car (d; Difficulty 3, p. 261)

25.The theory of trying to consume is designed to:

a.measure the frequency of usage.

b.account for the cases in which the outcome is not certain but instead reflects the

consumer’s intention.

c.measure the dissatisfaction with the purchase.

d.measure the negative gap between expectations and satisfaction.

(b; Difficulty 2, p. 262)

26.In the theory of trying to consume, the consumer’s attempts to consume may be a

result of _____ or _____ impediments that prevent the desired action or outcome.

a.personal; social

b.personal; environmental

c.social; environmental

d.physical; economic

(b; Difficulty 3, p. 262)

27.A person that is trying to lose weight but cannot because he loves potato chips, is

an example of the theory of not being able to consume due to _____ impediments.

a.social

b.environmental

c.personal

d.economic

(c; Difficulty 2, p. 262)

28.According to the attitude toward the ad, the consumer forms various feelings and

judgments as a result of exposure to an ad. If the consumer likes the ad:

a.he is more likely to buy the product.

b.he is less likely to buy the product.

c.his like or dislike has no relevance to their likelihood of purchasing the product.

d.researchers have not yet found measures to accurately measure like or dislike of

ads.

(a; Difficulty 2, p. 263)

29.Which of the following segments has a more positive attitude toward advertising?

a.men

b.women

https://www.sodocs.net/doc/fe10408678.html,n Americans

d.Hispanic Americans

(b; Difficulty 3, p. 264)

30.The shift from having no attitude about an object to forming an attitude is a result

of _____.

a.learning

b.motivation

c.social environment

d.exposure to ads

(a; Difficulty 2, p. 265)

31.Attitudes are formed by learning. In terms of classical conditioning, Oil of Olay,

the well established brand, was using the brand strength as the unconditioned

stimulus to introduce Oil of Olay body wash. The unconditioned stimulus was used to link the new brand to the established name, resulting in a favorable

attitude. The company is hoping for _____ from the brand name to the new

product.

a.stimulus recognition

b.stimulus generalization

c.attitude expansion

d.attitude stability

(b; Difficulty 3, p. 265)

32.Attitudes are formed:

a.before using the product.

b.after using the product.

c.when hearing about the product.

d.all of the above

(d; Difficulty 2, p. 265)

33.The formation of attitudes is strongly influenced by all the following except:

a.personal experience.

b.influence of family and friends.

c.mass media.

d.how long the product has been on the market.

(d; Difficulty 1, p. 267)

34.The primary means by which consumers form their attitudes is through _____.

a.consumer reports

b.family influences

c.personal experience

d.direct marketing

(c; Difficulty 2, p. 267)

35.Niche marketing is sometimes called _____.

a.local marketing

b.individual marketing

c.micromarketing

d.scale marketing

(c; Difficulty 2, p. 267)

36.Direct marketing efforts have an excellent chance of favorably influencing target

consumer’s attitudes because:

a.direct marketing is favorably looked upon.

b.the mass scale of direct marketing makes it a dominant player.

c.because the products and services offered are highly targeted to the individuals’

needs and concerns.

d.Internet advertising is too cluttered.

(c; Difficulty 2, p. 267)

37.The closest thing to direct experience influencing attitude formation is:

a.magazines and newspaper ads.

https://www.sodocs.net/doc/fe10408678.html, commercials.

c.the Internet.

d.direct marketing.

(c; Difficulty 3, p. 268)

38.Consumers who have a high need for cognition are likely to:

a.form positive attitudes in response to ads that feature an attractive model or a

celebrity.

b.form a positive attitude in response to ads or direct mail that are rich in product

related information.

c.form negative attitudes towards ads that are rich in product information.

d.feel neutral towards ads that feature attractive models or product information. (b; Difficulty 2, p. 268)

39.Consumers who have a high need for cognition are those who:

a.are passive.

b.crave information and enjoy thinking.

c.desire the best quality in the products they choose.

d.look for the best value for the money.

(b; Difficulty 1, p. 268)

40.The following type of company is most likely to go after an attitude change

market strategy:

a.the industry leader

b.major competitor of the leader

c.small start-up business

d.all of the above

(b; Difficulty 3, p. 269)

41.Which of the following is one of the attitude change strategies that marketers

follow?

a.associating the product with an admired group or event

b.resolving two conflicting attitudes

c.changing consumer beliefs about competitor brands

d.all of the above

(d; Difficulty 2, p. 269)

42.An effective attitude change strategy is changing the basic motivational function.

According to this approach, attitudes can be formed into four functions; which of the following is not one of them?

a.utilitarian

b.ego-defensive

c.knowledge

d.personal experience

(d; Difficulty 2, p. 269)

43.One of the strategies for changing consumer attitudes is changing the basic

motivational function using four different functions. An example of the _____ function is when Clorox Disinfecting Spray points out that this product will work for 24 hours, whereas competitor Lysol does not.

a.ego-defensive

b.knowledge

c.utilitarian

d.value-expressive

(c; Difficulty 2, p. 269)

44.One of the strategies for changing consumer attitudes is changing the basic

motivational function using four different functions. Ads for cosmetics and

personal care products acknowledge the fact that people want to protect their self-images from inner feelings of doubt. This is consistent with which basic

motivational functions?

a.ego-defensive

b.knowledge

c.utilitarian

d.value-expressive

(a; Difficulty 2, p. 269)

45.One of the strategies for changing consumer attitudes is changing the basic

motivational function using four different functions. An example of the _____ function is for Crest to point out how its new toothbrush is superior to all other toothbrushes in controlling gum disease by removing more plaque.

a.ego-defensive

b.knowledge

c.utilitarian

d.value-expressive

(b; Difficulty 2, p. 273)

46.One of the strategies for changing consumer attitudes is changing the basic

motivational function using four different functions. An example of the _____ function is for Celestial Seasons to point out that Green Tea is loaded with

antioxidants, which are good for you.

a.ego-defensive

b.knowledge

c.utilitarian

d.value-expressive

(b; Difficulty 2, p. 273)

47.Ben & Jerry’s is well recognized for giving 7.5 percent of its pretax profits to a

variety of causes and giving small grants to community groups in Vermont. They are trying to change consumer attitudes through _____.

a.resolving two conflicting attitudes

b.associating the product with a special group, event or cause

c.changing the basic motivational function

d.changing consumer beliefs about competitor brands

(b; Difficulty 1, p. 273)

48.If Tom has a negative attitude towards diet sodas and does not drink them because

he believes they do not taste like regular, what strategy can a company use to

ensure Tom that their diet tastes just like regular?

a.resolving two conflicting attitudes

b.associating the product with a special group, event or cause

c.changing the basic motivational function

d.changing consumer beliefs about competitor brands

(a; Difficulty 2, p. 273)

49.When marketers try to persuade regular tea drinkers to “cross over” to becoming

herbal tea drinkers, the company must utilize a strategy that:

a.changes the relative evaluation of attributes.

b.changes brand beliefs.

https://www.sodocs.net/doc/fe10408678.html,rms consumers that it has added an attribute.

d.changes the overall rating of a brand.

(a; Difficulty 2, p. 276)

50.When HP challenges the notion that computers do not have to be difficult to use

by stating that their product “is as simple as duh,” it is altering a component of the multiattribute model to change attitudes; which strategy is it using?

a.changing the relative evaluation of attributes

b.changing brand beliefs

c.adding an attribute

d.changing the overall brand rating

(b; Difficulty 2, p. 276)

51.If Yoplait decides to point out that their yogurt has more potassium than a banana,

which strategy of attitude change are they following?

a.changing the relative evaluation of attributes

b.changing brand beliefs

c.adding an attribute

d.changing the overall brand rating

(c; Difficulty 2, p. 276)

52.Which of the following does not fall under the attitude change strategy of adding

an attribute?

https://www.sodocs.net/doc/fe10408678.html,rming consumers that Yoplait contains more potassium than a banana

https://www.sodocs.net/doc/fe10408678.html,rming consumers that Dove has now added vitamin E to their lotions

https://www.sodocs.net/doc/fe10408678.html,rming consumers that Secret deodorant is available in an unscented version

d.telling people that Excedrin Migraine is the number one doctor recommended

brand for migraine relief

(d; Difficulty 3, p. 278)

53.“The largest selling brand” and “the one all others try to imitate” are claims used

by companies trying to change attitudes by using the following strategy:

a.changing the relative evaluation of attributes

b.changing brand beliefs

c.adding an attribute

d.changing the overall brand rating

(d; Difficulty 2, p. 277)

54.When Advil makes a dramatic assertion that it has product superiority over

Tylenol by claiming it lasts longer and is gentler, it is using the following attitude change strategy:

a.changing the relative evaluation of attributes

b.changing brand beliefs

c.changing beliefs about competitor brands

d.changing the overall brand rating

(c; Difficulty 2, p. 279)

55.Th e Elaboration Likelihood Model proposes that consumers’ attitudes are

changed by two distinctly different routes to persuasion: ______ routes and

______ routes.

a.central; logical

b.main; secondary

c.central; peripheral

d.rational; emotional

(c; Difficulty 3, p. 280)

56.According to the Elaboration Likelihood Model, when consumers are willing to

exert the effort to comprehend, learn, or evaluate the available information about the attitude object, learning and attitude change can occur via the _____.

a.central route

b.peripheral route

c.rational route

d.emotional route

(a; Difficulty 2, p. 280)

57.According to the Elaboration Likelihood Model, cents-off coupons, free samples,

beautiful background scenery and celebrity endorsements are all _____ routes to persuasion.

a.central

b.peripheral

c.rational

d.emotional

(b; Difficulty 2, p. 280)

58.According to the _____ theory, discomfort occurs when a consumer holds a

conflicting thought about a belief or an attitude object.

a.attribution

b.cognitive dissonance

c.Elaboration Likelihood Model

d.Foot in the door

(b; Difficulty 2, p. 280)

59.A variety of tactics are adopted by consumers to reduce the effect of post-

purchase dissonance. Which of the following is not one of them?

a.Consumers seek out ads that that support their choice.

b.Consumers try to sell friends on the features of the brand.

c.Consumers look to known satisfied consumers for reassurance.

d.Consumers seek out competitor ads to reassure them of their better choic

e. (d; Difficulty 3, p. 281)

60.Marketers can relieve consumer dissonance by following this tactic:

a.reinforcing consumers’ decisions in ads by complimenting their wisdom

b.offering stronger warranties

c.providing detailed brochures on how to use its products correctly

d.all of the above

(d; Difficulty 2, p. 281)

61.As a group of loosely interrelated social psychological principles, _____ attempts

to explain how people assign credit and blame to events on the basis of either their own behavior or the behavior of others.

a.Elaboration Likelihood Model

b.attribution theory

c.self-perception theory

d.defensive attributions theory

(b; Difficulty 3, p. 281)

62.“She tried to make me buy that unknown auto-focus camera because she would

make a bigger commission,” this statement could be explained following the

_____.

a.Elaboration Likelihood Model

b.attribution theory

c.self-perception theory

d.defensive attributions theory

(b; Difficulty 2, p. 281)

63.If a student observes that she routinely purchases the Des Moines Register on her

way to class, she is apt to conclude that she like the Des Moines Register. This is an example of how the _____ helps make inferences about one’s behavior.

a.Elaboration Likelihood Model

b.attribution theory

c.self-perception theory

d.defensive attributions theory

(c; Difficulty 3, p. 281)

64.If Brian just finished giving a successful presentation using Power Point, and after

the presentation he says to himself, “I’m really a natural at making great

presentations,” this statement would be an example of _____ in the context of attribution.

a.internal attribution

b.external attribution

c.positive attribution

d.attribution toward others

(a; Difficulty 2, p. 282)

65.If Brian just finished giving a successful presentation using Power Point, and after

the presentation he concludes it was a successful presentation due to the

assistance of his friend and the user-friendly program, this observation would be an example of _____ in the context of attribution.

a.internal attribution

b.external attribution

c.positive attribution

d.attribution toward others

(b; Difficulty 2, p. 282)

66.Someone who donates five dollars to cancer research might be persuaded to

donate a much larger amount when approached at a later time. The initial

donation is called _____ in an attribution context.

a.self-attribution

b.foot in the door technique

c.external attribution

d.internal attribution

(b; Difficulty 2, p. 283)

67.Which of the following statements is true about attribution and the foot in the

door technique?

a.Individuals who try a free sample are less committed to the brand.

b.Individuals who try a free sample are more committed to the brand.

c.Individuals who try a brand without inducement are less likely to change their

attitude toward a brand.

d.The larger the incentive to try the brand, the greater the commitment to the brand.

(a; Difficulty 3, p. 283)

68.Which of the following is not one of the criterion used by consumers to confirm

their initial attributions about objects?

a.distinctiveness

b.consensus

c.consistency over time

d.individuality

(d; Difficulty 3, p. 284)

69.One of the criterions used by consumers to confirm their initial attributions about

objects is _____, which means that the reaction (the prior inference) must be the

same, even when the situation in which it occurs varies.

a.distinctiveness

b.consistency over time

c.consistency over modality

d.consensus

(c; Difficulty 3, p. 284)

70.One of the criterions used by consumers to confirm their initial attributions about

objects is _____, which means that the reaction (the prior inference) is perceived in the same way by other consumers.

a.distinctiveness

b.consistency over time

c.consistency over modality

d.consensus

(d; Difficulty 3, p. 284)

True/False Questions:

71. When we are asked whether we like or dislike a Sony DVD player, we are being

asked about opinion.

(False; Difficulty 2, p. 251)

72. Attitudes are not directly observable but must be inferred from what people say or

what they do.

(True; Difficulty 1, p. 251)

73. An opinion is a learned predisposition to behave in a consistently favorable or

unfavorable way with respect to a given object.

(False; Difficulty 1, p. 253)

74. Attitudes are synonymous with behavior.

(False; Difficulty 3, p. 253)

75. Attitudes have a motivational quality that always propels a consumer toward a

particular behavior.

(False; Difficulty 2, p. 253)

76. Attitudes are generally consistent—they do not change.

(False; Difficulty 2, p. 253)

77. Attitudes are situational, which means that a specific situation may cause

consumers to behave in ways that are inconsistent with their attitudes.

(True; Difficulty 2, p. 254)

78. The tricomponent attitude model consists of three major components: cognitive,

behavioral and conative.

(False; Difficulty 2, p. 256)

79. The conative component of the tricomponent attitude model is concerned with the

likelihood or tendency that an individual will undertake a specific action with regard to the attitude object.

(True; Difficulty 2, p. 256)

80. Responding positively to an intention to buy question with regard to a brand will

increase the likelihood of that consumer purchasing the brand.

(True; Difficulty 3, p. 259)

81. A person who has positive attitudes towards BMWs will positively purchase a

BMW.

(False; Difficulty 2, p. 259)

82.“The first 10 people to call in will receive a free T-shirt.” This is an example of a

possible environmental impediment that might impact the consumers’ trying to consume.

(True; Difficulty 3, p. 262)

83.Consumers sometimes form feelings and judgments about a product as a result of

exposure to an ad.

(True; Difficulty 1, p. 263)

84.If consumers like the ad they see, they are more likely to buy the product. (True; Difficulty 1, p. 263)

85.If consumers like or hate the ad they see, that does not affect their product

purchase decision.

(False; Difficulty 3, p. 263)

86.Research reveals that for a novel product, consumers’ attitude toward the ad has a

stronger impact on brand attitude and purchase intention than a familiar product. (True; Difficulty 3, p. 264)

87. Studies revealed that African Americans and women have negative attitudes

toward advertising.

(False; Difficulty 3, p. 264)

88. Attitudes usually are formed following the purchase and consumption of a

product.

(False; Difficulty 2, p. 265)

89. The more information people have about a product, the more they are likely to

form attitudes about it, whether positive or negative.

(True; Difficulty 2, p. 265)

90. Research shows that all the beliefs about a product dominate in the formation of

an attitude, therefore marketers should include all the features of their products and services in their ads.

(False; Difficulty 3, p. 267)

91. The formation of attitudes is most strongly influenced by family.

(False; Difficulty 2, p. 267)

92. Attitudes developed through direct experience tend too be more confidently held

and more enduring than those developed through print advertising.

(True; Difficulty 1, p. 267)

93. People with personalities with a high need for cognition are likely to form

positive attitudes in response to ads that are rich in product-related information. (True; Difficulty 1, p. 268)

94. In an attempt to attract a certain segment of consumers, Ben & Jerry’s Ice cream

announces that it donated 7.5 percent of its profits to different causes. This is Ben & Jerry’s attempt to develop positive attitudes through associating themselves with a special cause.

(True; Difficulty 1, p. 273)

95. One strategy for changing attitudes is by adding an attribute. This strategy could

be as effective when it is used to eliminate an attribute.

(True; Difficulty 2, p. 275)

96. An ineffective attitude change strategy is one where a marketer attempts to

change consumer beliefs about the attributes of competitive brands.

(False; Difficulty 1, p. 276)

97. When cognitive dissonance occurs after the purchase it is called postpurchase

dissonance.

(True; Difficulty 1, p. 280)

98. Individuals who try a brand without any inducements are more likely to infer

increasingly positive attitudes toward the brand.

(True; Difficulty 3, p. 283)

99. A person who has donated to charity before is more likely to donate again than

someone who has never donated.

(True; Difficulty 1, p. 283)

100. One of the criterion used to confirm (or disconfirm) prior attitudes is by testing whether the attitude is consistent over time.

(True; Difficulty 1, p. 284)

Essay Questions:

101. Discuss the three components of the tricomponent attitude model.

The first component of the model is the cognitive component—the knowledge and perceptions that are acquired through direct experience with the attitude object. This knowledge takes the form of beliefs about the attitude object.

The second component, the affective component, is the consumer’s emotions or feelings a bout a product or brand. These emotions capture the consumer’s global assessment of the attitude object.

The third component is the conative component. It is concerned with the likelihood or tendency that an individual will undertake a specific action or behave in a particular way with regard to the attitude object.

(Difficulty 3, p. 256)

102. One of the multiattribute models is the attitude toward behavior model. Explain the model and give an example.

This model tells about the individual’s att itude toward behaving or acting with respect to an object rather than the attitude toward the object itself. For example, Tom’s attitude about the act of purchasing a BMW reveals more about the potential act of purchasing than does simply knowing his attitude toward BMWs. Tom may have a positive attitude toward BMWs but a negative attitude toward the act of purchasing one.

(Difficulty 2, p. 259)

103. What is the theory of trying to consume? Give an example from your own experience.

The theory of trying to consume is designed to account for the many cases in which the action or the outcome is not certain but instead reflects the consumer’s attempts to consume.

Here the student can give an example of how a personal or environmental impediment deterred her from the act of consumption.

(Difficulty 1, p. 262)

104. To help marketers understand the impact of advertising on consumer attitudes, they use a certain model to help measure attitudes. Talk about this model.

The model used to measure consumer attitudes towards ads is the attitude toward the ad model. Consumers form various feelings and judgments as the result of an exposure to an ad. These feelings and judgments turn into beliefs about the brand that influences attitudes toward the brand.

(Difficulty 2, p. 263)

105. What are the four main influencers of attitudes?

The primary influencer of consumer attitudes is the consumer’s direct experience while trying and evaluating products.

Another major influencer is family and friends and admired individuals. The family provides us with our basic values and beliefs that we refer to as adults.

The third influencer is highly focused direct marketing. These programs target smaller consumer niches with carefully personalized offerings and messages that understand their specific needs and desires.

The final influence on consumer attitudes is mass media. TV, magazines, newspapers and radio expose people to new ideas, products and opinions which provide an important source of information that influences consumer attitudes.

(Difficulty 3, p. 267)

106. How can marketers utilize the knowledge function to influence the basic motivational function?

Individuals have a strong need to know and understand the people and things they encounter. The consumer’s need to kn ow is a cognitive need, so marketers need to focus on how they position the product in an attempt to satisfy that need to know and improve the consumer’s attitude toward the brand. Marketers need to point out how their product is superior to other products and point out the attributes in comparison with other brands.

(Difficulty 2, p. 273)

107. How does Ben & Jerry’s Ice cream try to influence peoples’ attitudes?

Ben & Jerry’s utilizes the fact that attitudes are associated, in part, to certain groups, social events, or causes. By pointing out their relationship with special causes, like the fact that Ben & Jerry’s donates 7.5 percent of their pretax profits to a variety of causes, the company knows that it can alter attitudes toward their products. (Difficulty 1, p. 273)

108. How is it possible for marketers to persuade regular cola drinkers to become diet cola drinkers?

Marketers can try to change the relative evaluation of attributes. When a product category is divided according to distinct product features or benefits, in this case, taste and calorie differences, marketers should take the opportunity to persuade consumers to cross over, or prefer the one version of the product, the diet cola, over the other version by bringing out the new features and benefits of that product choice. (Difficulty 3, p. 273)

109. What is cognitive dissonance and when does it happen?

Cognitive dissonance is discomfort that occurs when a consumer holds conflicting thoughts about a belief or an attitude object. Usually consumers make purchase decisions and then feel that other brands could have satisfied their needs better. Cognitive dissonance can happen before or after the purchase. When it happens after the purchase takes place, it is known as postpurchase dissonance.

(Difficulty 2, p. 280)

110. What is the foot in the door technique? Give an example.

Theorists believe that the foot in the door technique occurs in situations in which consumer compliance with a minor request affects subsequent compliance with a more substantial request. This strategy is based on the premise that individuals look at their prior behavior and conclude that they are the kind of person who says yes to such requests.

An example would be someone who donates five dollars to cancer research might be persuaded to donate a much larger amount when properly approached.

(Difficulty 2, p. 283)

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（1）发表学术论文是指正式刊出、已印刷出版或在线 发表的论文； （2）发表学术论文应与学位论文属于同一领域并具有 相关性； （3）学术论文第一署名单位应为中山大学管理学院； （4）博士生必须是第一作者或通讯作者； （5）当主导师为第一作者时，博士生必须为第二作 者； （6）博士生本人第一署名单位名称：中文期刊，统一 注释为“中山大学管理学院”；外文期刊，统一注释为“SunYat-senBusinessSchool,SunYat-senUniversity”； （7）对于在国（境）外发表的SCI（含SCIE）、EI、SSCI、A&HCI收录的学术论文可以是附有导师签名的正式录 用通知。 2.学校或学院公派出国（境）联合培养的博士生在国（境）外发表的学术论文的署名单位排名时，国外导师单位为第 一署名单位，中山大学为第二署名单位也可以。 3.学术论文发表的刊物应为正刊，除特别指明外，不 包括增刊、特刊、专刊等。

关于清华大学校长的演讲稿：在宁静中创造美好未来

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