Consumer Behavior, 11e (Solomon)

Chapter 8 Attitudes and Persuasion

1) A(n) ________ is a lasting, general evaluation of people (including oneself), objects,

2) The functional theory of attitudes was initially developed to explain how ________.
A) people identify with products
B) attitudes facilitate social behavior
C) attitudes are learned from family and friends
D) attitudes change over an individual's lifetime
Answer: B
Diff: 1
Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.
Skill: Concept
Objective: 8-1

3) The ________ function of attitudes applies when a person is in an ambiguous situation and
needs order, structure, or meaning.
A) knowledge
B) utilitarian
C) value-expressive
D) ego-defensive
Answer: A
Diff: 1
Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.
Skill: Concept
Objective: 8-1
AACSB: Application of knowledge

1
ScholarStock
4) Which of the following attitude functions is associated with a focus on particular social
identities and lifestyles (e.g., "What sort of man reads Playboy?")?
A) utilitarian
B) value-expressive
C) ego-defensive
D) knowledge
Answer: B
Diff: 2
Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.
Skill: Concept
Objective: 8-1
AACSB: Application of knowledge

5) What do the "A, B, Cs" of the ABC model of attitudes stand for?
A) attitude, business, and consumption
B) affect, behavior, and cognition
C) assumptions, best practices, conditions
D) approval, behavior, context
Answer: B
Diff: 2
Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.
Skill: Concept
Objective: 8-2

6) According to the basic ABC model of attitudes, ________ refers to the beliefs a consumer has
about an attitude object.
A) affect
B) conditions
C) approval
D) cognition
Answer: D
Diff: 1
Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.
Skill: Concept
Objective: 8-2

7) What is the first step in the standard learning hierarchy approach?

2
ScholarStock
8) The ________ hierarchy assumes the consumer does not initially have a strong preference for
one brand over another. Instead, a consumer acts on the basis of limited knowledge and then
forms an evaluation only after the product has been purchased or used.
A) experiential
B) habitual
C) low-involvement
D) standard learning
Answer: C
Diff: 1
Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.
Skill: Concept
Objective: 8-2

9) According to the ________ hierarchy, the consumer considers purchases based on an attitude
of hedonic consumption (such as how the product makes him or her feel or the fun its use will
provide).
A) experiential
B) habitual
C) low-involvement
D) standard learning
Answer: A
Diff: 2
Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.
Skill: Concept
Objective: 8-2

10) Researchers agree that there are various levels of commitment to an attitude. The highest
level of involvement is ________.
A) internalization
B) identification
C) compliance
D) actualization
Answer: A
Diff: 1
Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.
Skill: Concept
Objective: 8-3

3
ScholarStock
11) The theory of cognitive dissonance is based on the ________.
A) knowledge function
B) principle of cognitive consistency
C) principle of cognitive-affect conflict
D) self-identification function
Answer: B
Diff: 2
Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.
Skill: Concept
Objective: 8-4

12) Which theory of attitudes states that people are motivated to take action to resolve
inconsistencies between attitudes and behaviors?
A) theory of cognitive dissonance
B) self-perception theory
C) social judgment theory
D) balance theory
Answer: A
Diff: 1
Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.
Skill: Concept
Objective: 8-4

13) Which theory of attitudes assumes that people use observations of their own behavior to
determine what their attitudes are?
A) theory of cognitive dissonance
B) balance theory
C) social judgment theory
D) self-perception theory
Answer: D
Diff: 1
Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.
Skill: Concept
Objective: 8-4

14) Which theory of attitudes assumes that people assimilate new information about attitude
objects in light of what they already know and feel, using an initial attitude as a frame of
reference to categorize new information?
A) theory of cognitive dissonance
B) multiattribute theory
C) social judgment theory
D) self-perception theory
Answer: C
Diff: 1
Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.
Skill: Concept
Objective: 8-4
4
ScholarStock
15) The balance theory perspective involves relations among three elements (a triad). Which of
the following is one of the elements of the triad?
A) a person and his or her perceptions
B) the marketer and its strategy of image building
C) a person's beliefs
D) subconscious motives
Answer: A
Diff: 2
Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.
Skill: Concept
Objective: 8-4
AACSB: Application of knowledge

16) All multiattribute attitude models specify the importance of three elements. Two of those
elements are attributes and beliefs. What is the third element?
A) action variables
B) motivations
C) recency of events
D) importance weights
Answer: D
Diff: 2
Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.
Skill: Concept
Objective: 8-5

17) According to the Fishbein model, one of the components of attitude is the ________ people
have about an Ao.
A) salient beliefs
B) subconscious beliefs
C) latitude of acceptance
D) latitude of rejection
Answer: A
Diff: 2
Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.
Skill: Concept
Objective: 8-5

5
ScholarStock
18) Researchers have added to the original Fishbein multiattribute model. The name of this
extended-Fishbein model is the ________.
A) linked Fishbein model
B) theory of reasoned action
C) Phillips approach
D) subjective norm model
Answer: B
Diff: 1
Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.
Skill: Concept
Objective: 8-5

19) Which of the following theoretical models measures attitude toward the act of buying (Aact),
rather than the attitude toward only the product itself?
A) the theory of cognitive dissonance
B) the theory of reasoned action
C) the balance theory
D) the theory of trying
Answer: B
Diff: 2
Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.
Skill: Concept
Objective: 8-5

20) Despite improvements to the Fishbein model, all of the following are considered obstacles to
predicting behavior using this model EXCEPT which one?
A) The model has relatively weak theorems about attitudes.
B) The model deals with actual behavior, not with the outcomes of behavior.
C) Some behavioral outcomes are beyond the consumer's control.
D) Measures of attitude often do not correspond to the behavior they are supposed to predict.
Answer: A
Diff: 3
Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.
Skill: Concept
Objective: 8-5
AACSB: Analytical thinking

6
ScholarStock
21) An active attempt to change attitudes is called ________.
A) behavior modification
B) persuasion
C) communication
D) cognition
Answer: B
Diff: 1
Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.
Skill: Concept
Objective: 8-5
AACSB: Written and oral communication

22) In the communications model, the element in which the message originates is the ________.
A) medium
B) source
C) message
D) consumer
Answer: B
Diff: 2
Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.
Skill: Concept
Objective: 8-6
AACSB: Written and oral communication

23) What form of marketing is based on the premise that a marketer will be much more
successful when he communicates with consumers who have already agreed to listen to him?
A) segmented marketing
B) behavioral targeting
C) e-commerce marketing
D) permission marketing
Answer: D
Diff: 1
Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.
Skill: Concept
Objective: 8-6
AACSB: Written and oral communication

7
ScholarStock
24) M-commerce most likely takes place through ________.
A) cell phones
B) billboards
C) radio satellite
D) TV
Answer: A
Diff: 1
Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.
Skill: Concept
Objective: 8-7
AACSB: Information technology

25) The source of a message has an impact on whether the message will be accepted or not. Two
particularly important source characteristics are ________.
A) culture and ethnicity
B) credibility and attractiveness
C) credibility and recency
D) attractiveness and recency
Answer: B
Diff: 2
Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.
Skill: Concept
Objective: 8-8
AACSB: Written and oral communication

26) What does the sleeper effect suggest about source credibility?
A) If a receiver is not paying attention, a message cannot be effective.
B) Many people can learn the important parts of a message even when asleep.
C) The effectiveness of a message will increase over time.
D) The effectiveness of positive sources over negative sources can be erased over time.
Answer: D
Diff: 2
Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.
Skill: Concept
Objective: 8-8
AACSB: Written and oral communication

8
ScholarStock
27) Source ________ refers to the message source's perceived social value.
A) valence
B) attractiveness
C) class
D) hierarchy
Answer: B
Diff: 1
Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.
Skill: Concept
Objective: 8-8
AACSB: Written and oral communication

28) Physically attractive people are perceived as smarter, cooler, and happier than average
people. These perceptions are a result of a ________.
A) halo effect
B) principle of cognitive dissonance
C) balance theory
D) self-perception theory
Answer: A
Diff: 2
Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.
Skill: Concept
Objective: 8-8

29) According to a major study of more than 1,000 commercials, the single most important
factor in whether a commercial will be persuasive is whether the communication ________.
A) stresses a unique attribute or benefit of the product
B) employs a sexual symbol or suggestion
C) provides specific price information
D) features a credible spokesperson
Answer: A
Diff: 2
Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.
Skill: Concept
Objective: 8-9
AACSB: Written and oral communication

9
ScholarStock
30) Elements in television commercials have positive and negative effects. Which of the
following characteristics is most likely to have a positive effect?
A) extensive information about components, ingredients, or nutrition
B) an outdoor setting with the message as part of the setting
C) a large number of on-screen characters
D) demonstration of product in use
Answer: D
Diff: 3
Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.
Skill: Concept
Objective: 8-9
AACSB: Written and oral communication

31) The fine line between familiarity and boredom has been explained by the ________, which
proposes that two separate psychological processes are operating when a person is repeatedly
exposed to an ad.
A) balance theory
B) repetition theory
C) halo theory
D) two-factor theory
Answer: D
Diff: 1
Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.
Skill: Concept
Objective: 8-9

32) According to the two-factor theory, the net effect of being exposed repeatedly to the same
message is a combination of ________.
A) argument and counter-argument
B) learning and tedium
C) compliance and non-compliance
D) affect and cognition
Answer: B
Diff: 2
Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.
Skill: Concept
Objective: 8-9

10
ScholarStock
33) Most messages merely present one or more positive attributes about a product or reasons to
buy it. Which of the following best describes this approach to communicating a message?
A) supportive arguments
B) countervailing arguments
C) refutational arguments
D) direct arguments
Answer: A
Diff: 2
Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.
Skill: Concept
Objective: 8-9
AACSB: Written and oral communication

34) ________ refers to a strategy in which a message compares two or more specifically named
or recognizably presented brands and evaluates them in terms of one or more specific attributes.
A) Cognitive differentiation
B) Emotional appeal
C) Comparative advertising
D) Conclusion advertising
Answer: C
Diff: 1
Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.
Skill: Concept
Objective: 8-9
AACSB: Written and oral communication

35) The ________ route to persuasion is taken when the receiver is not really motivated to think
about the arguments made in a communication message.
A) central
B) peripheral
C) dual
D) subconscious
Answer: B
Diff: 2
Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.
Skill: Concept
Objective: 8-10
AACSB: Written and oral communication

11
ScholarStock
36) Kanisha is confronted with a strange set of products during her most recent visit to the
cosmetics counter at her favorite department store. Urban Grunge nail polish is "hot, hot, hot"
according to recent ads. Kanisha likes the idea of a new nail polish but is unsure about the image
that might be projected by the dull colors of the nail polish line. With such names as Street
Slime, Garbage Goo, and Trash Can, caution might be the right move. Which of the following
attitude functions most closely matches Kanisha's purchase decision?
A) utilitarian function
B) elaboration function
C) ego-defensive function
D) knowledge function
Answer: C
Diff: 3
Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.
Skill: Application
Objective: 8-1
AACSB: Analytical thinking

37) Simi Ghandi is never quite sure which brand of gum to buy. She tries some, likes some, and
rejects some. However, through a process of behavioral learning she does remember those
brands that taste good and make her mouth feel fresh. The problem is that she cannot often
remember the brands that are not so good and often repeats purchasing mistakes. "Oh well," says
Simi, "gum buying is not that big of a deal anyway." Which of the following hierarchies would
best describe Simi's situation?
A) standard learning hierarchy
B) experiential hierarchy
C) low-involvement hierarchy
D) habit hierarchy
Answer: C
Diff: 2
Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.
Skill: Application
Objective: 8-2
AACSB: Analytical thinking

12
ScholarStock
38) Roger was really angry when Coca-Cola attempted to switch from its older formula to New
Coke. He wrote letters to Coca-Cola, talked to friends, called the local bottler, attempted to hoard
"old Coke," and complained to the local grocery store manager. In this example, which degree of
commitment would be most closely associated with Roger and his attitudes?
A) compliance
B) identification
C) information acquisition
D) internalization
Answer: D
Diff: 2
Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.
Skill: Application
Objective: 8-4
AACSB: Analytical thinking

39) A politician attempts to gain support for her campaign for mayor by releasing a poll showing
that almost 70 percent of the city's voters support her position on property taxes. What basic
psychological principle is the politician using to persuade voters that she should be the next
mayor?
A) consistency
B) authority
C) consensus
D) liking
Answer: C
Diff: 3
Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.
Skill: Application
Objective: 8-5
AACSB: Analytical thinking

40) The World Gold Council recently launched the "Lost Ring Hunt" with a billboard in Times
Square announcing that a woman lost her gold wedding band. Viewers of the ad are encouraged
to follow Twitter to discover clues that will help them find the lost ring. The first person to
identify the location of the ring will win a cash prize and a trip to New York City. The "Lost
Ring Hunt" is an example of a(n) ________.
A) virtual world
B) widget
C) alternate reality game
D) broadcast medium
Answer: C
Diff: 2
Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.
Skill: Application
Objective: 8-7
AACSB: Analytical thinking

13
ScholarStock
41) The Berry and Dale advertising agency has proposed a new campaign for Bayer Aspirin to
overcome the public's tendency to "tune out" Bayer commercials. The proposed technique
involves creating ten different 15-second spots that all demonstrate reasons for using Bayer
Aspirin. Which of the following theories of message communication is the agency trying to
account for in its proposal for Bayer Aspirin?
A) the trait-factor theory
B) the balanced communication theory
C) the two-factor theory
D) the theory of reasoned action
Answer: C
Diff: 2
Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.
Skill: Application
Objective: 8-9
AACSB: Analytical thinking

42) Rick Tuan has a unique problem. He must persuade a good friend to stop smoking. He
knows that if he just says "Quit," his message will be rejected. Instead, Rick chooses to offer a
________ message in which he presents the positives and negatives of quitting smoking. He
feels sure that this approach will have a greater likelihood of success with his friend.
A) supportive
B) low-involvement
C) two-sided
D) refutational
Answer: C
Diff: 2
Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.
Skill: Application
Objective: 8-9
AACSB: Analytical thinking

43) Elizabeth created a print ad in which the coach of a football team was shown standing out in
the middle of a hay field. The text read, "UNR's Coach Roberts . . . outstanding in his field."
Elizabeth was using a literary device called ________.
A) metaphor
B) simile
C) allegory
D) resonance
Answer: D
Diff: 2
Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.
Skill: Application
Objective: 8-9
AACSB: Analytical thinking

14
ScholarStock
44) Some theorists have proposed a model that focuses on studying consumer goals as a way to
explore attitude formation. According to this model, what consumers believe they have to do to
attain their goals would also be part of any evaluation of attitudes. Which of the following
theories would be most closely linked to the statements above?
A) theory of reasoned action
B) theory of trying
C) theory of direct response
D) rejection theory
Answer: B
Diff: 3
Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.
Skill: Application
Objective: 8-5
AACSB: Analytical thinking

45) A marketing study found that respondents believed that a dark-haired model would be more
effective in selling gold jewelry than a blond-haired model would be if the dark-haired model
was not perceived to be ethnic. What two ideas of using celebrities as communication sources are
most likely to be at work here?
A) Celebrities should be attractive, but not too attractive.
B) The celebrity's image should match that of the product, and blond-haired models are too
common for the exclusive image of gold.
C) The celebrity's image should match that of the product and should embody cultural meaning.
D) The celebrity's image should embody cultural meanings that contrast with the product's
cultural stereotypic image.
Answer: C
Diff: 3
Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.
Skill: Application
Objective: 8-8
AACSB: Analytical thinking

46) Which of the following best describes the findings of research on using two-sided messages
to communicate with consumers?
A) Two-sided messages are widely used and are very effective in reaching target audiences.
B) Two-sided messages are cost-prohibitive.
C) Two-sided messages can be quite effective, yet marketers rarely use them.
D) Two-sided messages are no different from one-sided messages and are used equally by
marketers.
Answer: C
Diff: 3
Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.
Skill: Application
Objective: 8-9

15
ScholarStock
47) Do sex-related ads work? Which of the following best answers this question?
A) Overall, the use of a strong sexual appeal is not very well received.
B) They outperform all other appeal formats.
C) They are most effective when they attempt to "trick" the consumer into paying attention.
D) There is no data to answer the question.
Answer: A
Diff: 3
Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.
Skill: Application
Objective: 8-9

48) Do fear appeal ads work? Which of the following best answers this question?
A) They work well if the threat is very weak.
B) They work if the threat is moderate and when a solution to the problem is presented.
C) They work if the threat is high and vividly elaborated.
D) There is no data to answer the question.
Answer: B
Diff: 3
Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.
Skill: Application
Objective: 8-9

49) Public hearings are being held to discuss whether a new nuclear power plant should be built.
An expert on nuclear plants testifies that modern safeguards make the plant secure from
dangerous accidents. A local woman states that she knows nothing about nuclear power, but the
idea of having a plant nearby frightens her and her children. Which of the two parties has the
most immediate ability to change attitudes of the audience? Considering the sleeper effect, what
will likely happen over time?
A) The expert will have the most ability to change attitudes, and his influence will be maintained
even weeks later.
B) The expert will have the most ability to change attitudes, but his influence will decrease over
time as the woman's argument gains force.
C) Because the local woman is most like the other people in the meeting, her opinion will have
the most immediate influence, but over time the expert's opinion will gain force.
D) The woman's opinion will be more likely to influence the audience initially, and her influence
will extend into the future.
Answer: B
Diff: 3
Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.
Skill: Application
Objective: 8-8
AACSB: Reflective thinking

16
ScholarStock
50) A company wants to persuade a customer to buy its products. If the consumer is
characterized as having a high degree of involvement with products that are sold by the
company, what route to persuasion will the company most likely take?
A) a parallel route
B) a peripheral route
C) a circular route
D) a central route
Answer: D
Diff: 2
Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.
Skill: Application
Objective: 8-10
AACSB: Reflective thinking

51) According to the definition given in the text, the object of an attitude (Ao) can be an object,
but not a person.
Answer: FALSE
Diff: 2
Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.
Skill: Concept
Objective: 8-1
AACSB: Application of knowledge

52) According to the functional theory of attitudes, attitudes exist because they are hereditary.
Answer: FALSE
Diff: 1
Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.
Skill: Concept
Objective: 8-1

53) In the standard learning hierarchy model, attitude is based on behavioral learning processes.
Answer: FALSE
Diff: 3
Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.
Skill: Concept
Objective: 8-2

54) Considering the effects of cognitive dissonance, supplying customers with additional
reinforcement after a purchase can be a good marketing strategy.
Answer: TRUE
Diff: 3
Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.
Skill: Concept
Objective: 8-4
AACSB: Application of knowledge

17
ScholarStock
55) Latitudes of acceptance and rejection are important aspects of social judgment theory.
Answer: TRUE
Diff: 2
Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.
Skill: Concept
Objective: 8-4

56) Balance theory helps explain why consumers like being linked to positively valued objects.
Answer: TRUE
Diff: 2
Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.
Skill: Concept
Objective: 8-4

57) According to the Fishbein model, salient beliefs are those beliefs about an object that are
considered during evaluation.
Answer: TRUE
Diff: 2
Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.
Skill: Concept
Objective: 8-5

58) The psychological principle of reciprocity is at work when we take into account what others
do before we decide what to do.
Answer: FALSE
Diff: 2
Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.
Skill: Concept
Objective: 8-5

59) The communications model requires a source and a message, but receivers of the message
are not part of the model.
Answer: FALSE
Diff: 2
Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.
Skill: Concept
Objective: 8-6
AACSB: Written and oral communication

60) The traditional communication model that regards a broadcast message as perishable doesn't
work as well with narrowcasting as it does with broadcasting.
Answer: TRUE
Diff: 3
Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.
Skill: Concept
Objective: 8-6
AACSB: Written and oral communication
18
ScholarStock
61) In general, when the source of a message is perceived as attractive, the message will be more
effectively communicated.
Answer: TRUE
Diff: 1
Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.
Skill: Concept
Objective: 8-8
AACSB: Written and oral communication

62) The elaboration likelihood model assumes that under conditions of high-involvement
processing, the consumer normally takes what is called the peripheral route to persuasion.
Answer: FALSE
Diff: 2
Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.
Skill: Concept
Objective: 8-10

63) Jason believes that dressing formally (e.g., a coat and tie) marks him as a man who is
"dressed for success"; therefore Jason dresses formally even in class or for casual occasions.
Jason is basing this decision on the cognition part of the ABC model of attitudes.
Answer: TRUE
Diff: 2
Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.
Skill: Application
Objective: 8-2
AACSB: Application of knowledge

64) Andy Wilcox was running for mayor. His campaign manager asked people to put a small
pro-Wilcox sign in their yards. Later, the manager called the same people and asked if a larger
sign could be placed in their yards. He was rarely turned down. This is an example of the foot-in-
the-door technique.
Answer: TRUE
Diff: 2
Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.
Skill: Application
Objective: 8-4
AACSB: Application of knowledge

19
ScholarStock
65) The Smith Company uses after-sale interviews with its customers to examine how well the
customers were served by the sales and service staff of the company. When the Smith Company
follows this procedure, the company is attempting to use feedback as a means to improve
communications.
Answer: TRUE
Diff: 2
Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.
Skill: Application
Objective: 8-6
AACSB: Analytical thinking

66) Tyler told a local reporter about an upcoming astrological event, and the reporter printed the
information in the newspaper the next day. A local college professor who specialized in
astrophysics said the newspaper story had numerous inaccuracies and was "penned by an
amateur." In this case, Tyler and the reporter created a situation in which reporting bias has
occurred.
Answer: FALSE
Diff: 3
Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.
Skill: Application
Objective: 8-8
AACSB: Analytical thinking

67) Roxanne is one of Canada's top female models. Because of her beauty, most of her admirers
also assume that she is intelligent, wealthy, and happy with her life. This is an example of what
is called the social adaptation perspective.
Answer: FALSE
Diff: 2
Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.
Skill: Application
Objective: 8-8
AACSB: Analytical thinking

68) Justin is in charge of promoting a product that most of his customers perceive as a low-
involvement product. He created a TV ad and aired it over and over. His colleague Beth
questioned his strategy, saying that the repetition would create a negative reaction to the product.
According to the mere exposure phenomenon, Beth is likely to be proven wrong.
Answer: TRUE
Diff: 2
Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.
Skill: Application
Objective: 8-9
AACSB: Analytical thinking

20
ScholarStock
69) Double-Dip makes ice cream. The only advantage Double-Dip has over its competitors is
taste. Double-Dip costs more and has more calories per unit weight. Promotions for Double-Dip
should emphasize the experiential hierarchy of the ABC model of attitudes.
Answer: TRUE
Diff: 3
Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.
Skill: Application
Objective: 8-2
AACSB: Reflective thinking

70) Humorous ads get attention, but many times the humor distracts from the promotional
message.
Answer: TRUE
Diff: 2
Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.
Skill: Concept
Objective: 8-9

71) The two-factor theory suggests that there is no limit to the optimal number of repetitions for
a message.
Answer: FALSE
Diff: 2
Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.
Skill: Concept
Objective: 8-9

72) According to the elaboration likelihood model, marketers of a low-involvement product must
first change attitudes before customers are likely to purchase their product.
Answer: FALSE
Diff: 3
Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.
Skill: Application
Objective: 8-10
AACSB: Reflective thinking

73) 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
Diff: 3
Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.
Skill: Application
Objective: 8-1
AACSB: Reflective thinking

21
ScholarStock
74) Gasoline is the only commonly purchased product that is priced down to a fraction of a cent.
This is the case because buying gasoline is a low-involvement activity, which makes point-of-
purchase factors more important.
Answer: TRUE
Diff: 3
Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.
Skill: Application
Objective: 8-2
AACSB: Reflective thinking

75) It is impossible for a person to hold two contradictory attitudes toward the same object.
Answer: FALSE
Diff: 2
Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.
Skill: Application
Objective: 8-4

22
ScholarStock