C07 - Solutions PDF

Preview

Summary

Solutions...

Description

Consumer Behaviour, 7e (Solomon) Chapter 7 Attitudes 1) A lasting, general evaluation of people (including oneself), objects, and issues is a(n): A) opinion. B) impression. C) attitude. D) value. Answer: C Type: MC Page Ref: 183 Skill: Concept Objective: L7-01 Understand that it is important for consumer researchers to understand the nature and power of attitudes. 2) Ruby believes that ice cream is fattening and therefore tries to avoid the temptation of eating it. Which of the following best describes the relationship between Ruby and ice cream? A) The ice cream is purely a product (P1). B) The ice cream is a fantasy (F1) for Ruby. C) The ice cream is an attitude object (Ao) because of Ruby's feelings toward the product. D) Ruby would likely have a positive attitude toward an advertisement (Aad) that showed someone eating ice cream. Answer: C Type: MC Page Ref: 183 Skill: Application Objective: L7-01 Understand that it is important for consumer researchers to understand the nature and power of attitudes. 3) Craig complained to his friend Jess that a class was too hard and he believed that the teacher was not being fair with his grading standards. Jess replied, "Craig, you really have an attitude problem." What is the relationship between the manner in which the term attitude is used in common conversation and the how it is defined in consumer behaviour? A) There is no relationship. Common usage is not the same as attitudes as seen by the researchers who study consumer behaviour. B) The term attitude is widely used in popular culture in much the same way it is used in studying consumer behaviour. C) They are different in that popular culture does not recognize that attitudes are temporary. Otherwise the usage is the same. D) They are similar except that popular culture assumes that attitudes are related to beliefs, and research scientists have shown that there is no such relationship. Answer: B Type: MC Page Ref: 183 Skill: Concept Objective: L7-01 Understand that it is important for consumer researchers to understand the nature and power of attitudes.

4) Which of the following best expresses what marketers mean by attitude? A) how hard Jane will work to obtain a goal B) the preference that Sam holds for Chinese food over Mexican food C) how fast Kim learns to find her way around a new neighbourhood D) the unease that Kyle feels every time he is forced to stay in a small confined space Answer: B Type: MC Page Ref: 183 Skill: Concept Objective: L7-01 Understand that it is important for consumer researchers to understand the nature and power of attitudes. 5) Janet will only drink Earl Grey tea. This tea is her attitude object. Answer: TRUE Type: TF Page Ref: 183 Skill: Application Objective: L7-01 Understand that it is important for consumer researchers to understand the nature and power of attitudes. 6) A teenager sassed his father. The father looked at his teenage son and remarked, "I don't like your attitude." How is this use of the term attitude both similar and dissimilar to how the term is utilized in studying consumer behaviours? Answer: An attitude is a lasting, general evaluation of people toward an attitude object. - The common usage of attitude is very close to how it is thought of in scientific studies of consumer behaviour. The teenager's attitude resulted from a general evaluation of his father or of a certain event that provoked the verbal exchange. - The teenager's behaviour probably resulted from a temporary situation. His true attitudes probably would not create this negative interaction. The father may also have mistakenly utilized the term in that he may not have realized that multiple attitudes can exist which do not have to be logically consistent with each other. His son probably has many attitudes. Type: ES Page Ref: 183 Skill: Concept Objective: L7-01 Understand that it is important for consumer researchers to understand the nature and power of attitudes. 7) The functional theory of attitudes was initially developed by: A) Maslow. B) Jung. C) Fishbein. D) Katz. Answer: D Type: MC Page Ref: 183 Skill: Concept Objective: L7-02 Understand that attitudes are more complex than they first appear.

8) According to the functional theory of attitudes, the ________ function is addressed by ads that stress straightforward product benefits. A) utilitarian B) value-expressive C) ego-defensive D) knowledge Answer: A Type: MC Page Ref: 184 Skill: Concept Objective: L7-02 Understand that attitudes are more complex than they first appear. 9) Sarah sees an ad for a popular deodorant. In the ad, a young girl is embarrassed on prom night because of a perspiration stain on her pink prom dress. The punch line of the ad says, "Is yours strong enough when you really need it?" Sarah thinks about the brand she uses, an upcoming date with a new guy, and decides to switch to the advertised brand. Which of the following attitude functions most closely matches the decision made by Sarah? A) anxiety B) utilitarian C) knowledge D) ego-defensive Answer: D Type: MC Page Ref: 184 Skill: Application Objective: L7-02 Understand that attitudes are more complex than they first appear. 10) A primary application of functional theory to the strategic positioning of products is: A) that everybody uses functional theory for decision making. B) in many cases, a particular function will dominate a consumer's need. C) that functional theory is more valid and reliable as a predictor of consumer needs than other models. D) harmful to the development of favourable product associations. Answer: B Type: MC Page Ref: 185 Skill: Concept Objective: L7-02 Understand that attitudes are more complex than they first appear. 11) Julia's favourite magazines are Vogue and Harper's Bazaar; she loves French food, travel, and social media. Which attitude function describes her motives? A) utilitarian function B) value-expressive function C) motivation function D) ego-defensive function Answer: B Type: MC Page Ref: 184 Skill: Application Objective: L7-02 Understand that attitudes are more complex than they first appear. 12) Which of the following attitude functions is highly relevant to lifestyle analyses? A) utilitarian function

B) value-expressive function C) motivation function D) ego-defensive function Answer: B Type: MC Page Ref: 184 Skill: Concept Objective: L7-02 Understand that attitudes are more complex than they first appear. 13) According to the functional theory of attitudes, attitudes are determined by a person's motives. Answer: TRUE Type: TF Page Ref: 183 Skill: Concept Objective: L7-02 Understand that attitudes are more complex than they first appear. 14) A cola drink is preferred by a segment of cola drinkers, but the same segment almost always picks another cola brand in blind taste tests. The attitude formation for this product reflects the value-expressive function more than the utilitarian function. Answer: TRUE Type: TF Page Ref: 184 Skill: Application Objective: L7-02 Understand that attitudes are more complex than they first appear. 15) If Lana wears red, flashy dresses because it says something about her lifestyle, then Lana is exhibiting the ego-defensive function of attitudes. Answer: FALSE Type: TF Page Ref: 184 Skill: Application Objective: L7-02 Understand that attitudes are more complex than they first appear.

16) Describe the functional theory of attitudes. Answer: The functional theory of attitudes was initially developed by psychologist Daniel Katz to explain how attitudes facilitate social behaviour. According to this pragmatic approach, attitudes exist because they serve some function for the person; that is, they are determined by a person's motives. Consumers who expect that they will need to deal with similar information at a future time will be more likely to start forming attitudes in anticipation of this event. Two people can each have the same attitude toward some object for very different reasons. As a result, it can be helpful for a marketer to know why an attitude is held before attempting to change it. The following are attitude functions identified by Katz: ∙ Utilitarian function: The utilitarian function is related to the basic principles of reward and punishment. We develop some of our attitudes toward products simply on the basis of whether these products provide pleasure or pain. If a person likes the taste of a cheeseburger, that person will develop a positive attitude toward cheeseburgers. Ads that stress straightforward product benefits (e.g., you should drink Diet Coke "just for the taste of it") appeal to the utilitarian function. ∙ Value-expressive function: Attitudes that perform a value-expressive function express the consumer's central values or self-concept. A person forms a product attitude not because of its objective benefits, but because of what the product says about him or her as a person ("What sort of man rides a Harley?"). Value-expressive attitudes are highly relevant to lifestyle analyses, where consumers cultivate a cluster of activities, interests, and opinions to express a particular social identity. ∙ Ego-defensive function: Attitudes that are formed to protect the person, either from external threats or internal feelings, perform an ego-defensive function. Products that promise to help a man project a rugged, manly image may be appealing to his insecurities about his masculinity. ∙ Knowledge function: Some attitudes are formed as the result of a need for order, structure, or meaning. This need is often present when a person is in an ambiguous situation or is confronted with a new product ("Bayer wants you to know about pain relievers"). Type: ES Page Ref: 184 Skill: Concept Objective: L7-02 Understand that attitudes are more complex than they first appear. 17) What does Katz mean by the "utilitarian function?" Answer: The functional theory of attitudes was initially developed by psychologist Daniel Katz to explain how attitudes facilitate social behaviour. According to this pragmatic approach, attitudes exist because they serve some function for the person; that is, they are determined by a person's motives. Consumers who expect that they will need to deal with similar information at a future time will be more likely to start forming attitudes in anticipation of this event. The utilitarian function is related to the basic principles of reward and punishment. We develop some of our attitudes toward products simply on the basis of whether these products provide pleasure or pain. If a person likes the taste of a cheeseburger, that person will develop a positive attitude toward cheeseburgers. Ads that stress straightforward product benefits (e.g., you should drink Diet Coke "just for the taste of it") appeal to the utilitarian function. Type: ES Page Ref: 183-184 Skill: Concept Objective: L7-02 Understand that attitudes are more complex than they first appear. 18) Describe what Katz means by the term "value-expressive function."

Answer: The functional theory of attitudes was initially developed by psychologist Daniel Katz to explain how attitudes facilitate social behaviour. According to this pragmatic approach, attitudes exist because they serve some function for the person; that is, they are determined by a person's motives. Consumers who expect that they will need to deal with similar information at a future time will be more likely to start forming attitudes in anticipation of this event. Attitudes that perform a value-expressive function express the consumer's central values or selfconcept. A person forms a product attitude not because of its objective benefits, but because of what the product says about him or her as a person ("What sort of man rides a Harley?"). Valueexpressive attitudes are highly relevant to lifestyle analyses, where consumers cultivate a cluster of activities, interests, and opinions to express a particular social identity. Type: ES Page Ref: 183-184 Skill: Concept Objective: L7-02 Understand that attitudes are more complex than they first appear. 19) Describe what Katz means by the term "ego-defensive function." Answer: The functional theory of attitudes was initially developed by psychologist Daniel Katz to explain how attitudes facilitate social behaviour. According to this pragmatic approach, attitudes exist because they serve some function for the person; that is, they are determined by a person's motives. Consumers who expect that they will need to deal with similar information at a future time will be more likely to start forming attitudes in anticipation of this event. ∙ Ego-defensive function: Attitudes that are formed to protect the person, either from external threats or internal feelings, perform an ego-defensive function. Products that promise to help a man project a rugged, manly image may be appealing to his insecurities about his masculinity. Type: ES Page Ref: 183-184 Skill: Concept Objective: L7-02 Understand that attitudes are more complex than they first appear. 20) Describe what Katz means by the term "knowledge function." Answer: The functional theory of attitudes was initially developed by psychologist Daniel Katz to explain how attitudes facilitate social behaviour. According to this pragmatic approach, attitudes exist because they serve some function for the person; that is, they are determined by a person's motives. Consumers who expect that they will need to deal with similar information at a future time will be more likely to start forming attitudes in anticipation of this event. ∙ Knowledge function: Some attitudes are formed as the result of a need for order, structure, or meaning. This need is often present when a person is in an ambiguous situation or is confronted with a new product ("Bayer wants you to know about pain relievers"). Type: ES Page Ref: 183-184 Skill: Concept Objective: L7-02 Understand that attitudes are more complex than they first appear.

21) Josephine is a consumer who will form her attitude about her microwave using the lowinvolvement hierarchy of effects. What are the ramifications for an appliance company that deals with Josephine? What should they do about this type of customer? Answer: In the low-involvement hierarchy of effects, the consumer initially does not have a strong preference for one brand over another; he or she instead acts on the basis of limited knowledge and forms an evaluation after the fact. The attitude is likely to come about through behavioural learning, where the consumer's choice is reinforced by good or bad experiences with the product after purchase. In this case, it implies that an attempt to cognitively communicate information about product attributes may be largely wasted. These types of consumers aren't necessarily going to pay attention anyway; they are more likely to respond to simple stimulus-response connections when making purchase decisions. This type of consumer might respond well to jingles, eye-catching packaging, or a reward with purchase. Type: ES Page Ref: 186-187 Skill: Application Objective: L7-02 Understand that attitudes are more complex than they first appear. 22) Jan went to pick up some breath mints at the local convenience store on the way home for work. There was an eye-catching point-of-purchase display for a new flavour of mints on the market. She grabbed a box and went to the cash register. Afterward, she thought they tasted fine. Which of the following schematics best represents Jan's hierarchy of effects? A) affect → behaviour → cognition B) behaviour → affect → cognition C) cognition → affect → behaviour D) cognition → behaviour → affect Answer: D Type: MC Page Ref: 187 Skill: Application Objective: L7-03 Understand that attitudes are made up of three components: affect, behaviour, and cognition. 23) Most researchers agree that an attitude has three components. In the ABC model of attitudes, they are: A) attitude, behaviour, conscience. B) affect, behaviour, cognition. C) affect, behaviour, conscience. D) attitude, belief, cognition. Answer: B Type: MC Page Ref: 185 Skill: Concept Objective: L7-03 Understand that attitudes are made up of three components: affect, behaviour, and cognition.

24) The concept that attempts to explain the relative impact of the three components of an attitude and the sequence of steps occurring en route to the formation of an attitude is called: A) ratio-explanation hypothesis. B) hierarchy of effects. C) attitude-belief hypothesis. D) mood-congruence effects. Answer: B Type: MC Page Ref: 186 Skill: Concept Objective: L7-03 Understand that attitudes are made up of three components: affect, behaviour, and cognition. 25) Zajonc's hierarchy of effects model involves: A) cognition → affect → behaviour B) behaviour → affect → cognition C) affect → behaviour → beliefs D) cognition → behaviour → affect Answer: C Type: MC Page Ref: 186 Skill: Concept Objective: L7-03 Understand that attitudes are made up of three components: affect, behaviour, and cognition. 26) Bonnie is a wine connoisseur. She has spent a lot of time studying the various wines, visiting vineyards, and perfecting her palate. Her attitude can be described as being based on: A) cognitive consistency. B) cognitive information processing. C) experiential hierarchy of effects. D) hedonic consumption. Answer: B Type: MC Page Ref: 186 Skill: Application Objective: L7-03 Understand that attitudes are made up of three components: affect, behaviour, and cognition. 27) Most researchers agree that an attitude is made up of ________ components. A) two B) three C) four D) five Answer: B Type: MC Page Ref: 185 Skill: Concept Objective: L7-03 Understand that attitudes are made up of three components: affect, behaviour, and cognition.

28) Jeannette sought out lots of information, considered information carefully, and arrived at a thoughtful decision about her new home theatre system. The hierarchy exhibited here is: A) Zajonc's. B) low involvement. C) sensory selection. D) high involvement. Answer: D Type: MC Page Ref: 186 Skill: Application Objective: L7-03 Understand that attitudes are made up of three components: affect, behaviour, and cognition. 29) Marketing managers often reject the concept of low involvement by consumers in processing product or brand information because: A) it implies that much of marketing communications would be wasted effort. B) their bosses would fire them on the spot if they thought so. C) the billions spent on advertising can't be wrong. D) the proof is that consumers do buy their companies' brands. Answer: A Type: MC Page Ref: 186 Skill: Concept Objective: L7-03 Understand that attitudes are made up of three components: affect, behaviour, and cognition. 30) Acme Company knows its product has little brand loyalty, and customers don't have a strong preference for its product or the competitor's. To develop a positive attitude in the market, Acme should concentrate first on the ________ their product. A) emotional aspects of B) informational process related to C) hedonic consumption of D) behavioural learnings generated by Answer: D Type: MC Page Ref: 187 Skill: Application Objective: L7-03 Understand that attitudes are made up of three components: affect, behaviour, and cognition.

31) Bill is watching a television show. When an advertisement comes on, he has a predisposition to respond to that advertisement in a favourable or unfavourable manner. This predisposition is referred to as a(n): A) advertisement potential. B) attitude toward the advertisement. C) promotional probability. D) promotional influence. Answer: B Type: MC Page Ref: 188 Skill: Application Objective: L7-03 Understand that attitudes are made up of three components: affect, behaviour, and cognition. 32) Coca-Cola's campaign "open happiness" is attempting to utilize ________ by using smiling people drinking the product, and even having the brand name form a smile within the advertisement. A) positive reinforcement B) individualism C) desire effect D) emotional contagion Answer: D Type: MC Page Ref: 187 Skill: Application Objective: L7-03 Understand that attitudes are made up of three components: affect, behaviour, and cognition. 33) Are cognition and affect two separate elements of attitudes? Affective responses do not always require prior cognitions according to the position taken by the: A) cognitive-affect model. B) experienti...