Transcript 17136C Understanging Buyers

17136C
Understanging Buyers
Ch.09 Attitudes
Section A:True or False
1.
Attitude is an enduring organisation of motivational,
emotional, perceptual and cognitive processes with
respect to some aspect of an individual's environment.
Answer: T
page 250
2.
Attitudes are formed primarily from internal
characteristics such as personality and motives.
Answer: F
page 250
3. Cognition is considered to be a component of attitude.
Answer: T page 256
4. Affect is considered to be a component of attitude.
Answer: T
page 256
5. Perception is considered to be a component of attitude.
Answer: F
page 256
6. A favourable attitude towards a brand automatically translates into a
sale.
Answer: F
page 257
7. Marketers can only guess at changes in attitudes, never reasonably
accurately measure them.
Answer: F
page 260
8. Attitude change strategies can initially focus on the affective
component.
Answer: T
page 265
9. Source credibility is measured by trustworthiness and expertise.
Answer: T
page 270
10.
Effective message communication will lead to a positive effect
on a buyer’s attitude.
Answer: T
page 271
17136C
Understanging Buyers
Ch.09 Attitudes
Section B:
Multiple Choice
Question 1
An attitude is:
a) A combination of motivational, emotional, perceptual, and cognitive
processes with respect to some aspect of an individual's
environment
b) What we think about the objects that make up the world we live in
c) A broad set of standards for guiding behaviour
d) Our response tendencies toward some aspect of our environment
Answer: A
page 250
Question 2
Factors that can reduce the likelihood that intended behaviour will
result in actual behaviour, despite a positive attitude, are:
a) Situation, importance, competitor activity and promotion
b) Situation, enhancement, competitor activity and promotion
c) Situation, importance, retailer activity and promotion
d) Situation, importance, competitor activity and plausibility
Answer: A
page 251
Question 3
Attitudes must have a(n):
a)
Idea
b)
Object
c) Subject
d)
Reason
Answer: B page 252
Question 4
Attitudes:
a)
Cause customer values
b)
Negate customer values
c) Create customer values
d)
Reflect customer values
Answer: D page 252
Question 5
The centrality of attitudes refers to the way in which:
a) Attitudes are related to a consumer’s core values
b) Values are learned from attitudes
c) Attitudes are related to society’s core values
d) Values are caused by attitudes
Answer: A
page 253
Question 6
The affective component of an attitude deals with:
a) The ability of an attitude to influence our behaviour
b) Our thoughts about an object or specific attributes
c) Our emotions/feelings about an object or specific attributes
d) Our intention to purchase a product
Answer: C
page 256
Question 7
The cognitive component of an attitude deals with:
a) Connections between our attitude and purchase behaviour
b) Beliefs about specific attributes or overall object
c) Intentions to purchase a product
d) Cognitive emotionalism associated with a particular purchase
Answer: B
page 256
Question 8
The behavioural component of an attitude provides:
a) Connections between our attitude and purchase behaviour
b) Beliefs about specific attributes or overall object
c) Intentions to purchase a product
d) Cognitive emotionalism associated with a particular purchase
Answer: C
page 256
Question 9
Multi-attribute attitude models are based on the premise that:
a) Attitudes are caused by many characteristics
b) Behaviour is a function of all the attitudes present in a situation
c) Attitudes change over time
d) Attitudes are essentially emotional rather than rational
Answer: A
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Question 10
Fishbein’s multi-attribute model of attitudes:
a) Is the same as the tri-component
b) Distinguishes between intentions and behaviour
c) Is too complicated for normal use
d) Focuses on behaviour rather than intentions
Answer: B
page 258
Question 11
A person’s reluctance to try a new restaurant, and tendency to keep
going to a regular restaurant where they are known, is an example
of ___________ of attitudes.
a) Knowledge function
b) Ego defensive function
c) Value expressive function
d) Adjustment function
Answer: D
page 259
Question 12
A person paying a higher price for a fashionable brand of sports shoe,
rather than a lower price for a less fashionable brand is an example
of ___________ of attitudes.
a) Knowledge function
b) Ego defensive function
c) Value expressive function
d) Adjustment function
Answer: B
page 259
Question 13
Buying ‘Australian made’ products, even though imported products may
be cheaper, is an example of ___________________ of attitudes.
a) Knowledge function
b) Ego defensive function
c) Value expressive function
d) Adjustment function
Answer: C
page 259
Question 14
A person who buys a car based on the time it takes to go from 0-100
km, is an example of ___________________ of attitudes.
a) Knowledge function
b) Ego defensive function
c) Value expressive function
d) Adjustment function
Answer: A
page 260
Question 15
Attitude changes can:
a)
Always be measured
b)
Only be measured if you have a starting point
c) Never be measured
d)
Only be measured for individuals, not groups
Answer: B page 260
Question 16
The key to measuring attitudes is to:
a)
Have a starting point
b)
Have the right scale
c) Identify common beliefs
d)
Identify salient beliefs
Answer: D page 260
Question 17
For a person who is very concerned about protecting their family when
driving, Volvo’s reputation for safety represents a
________________ belief.
a) Salient
b) Common
c) Manufactured
d) Positive
Answer: A
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Question 18
When marketers are measuring attitudes to estimate demand, they
need to measure:
a) Changes in attitude
b) Purchase intentions as well
c) The strength of attitudes
d) The strength of salient attitudes
Answer: B
page 262
Question 19
The use of loyalty schemes as conditioning is an attempt to change
which component of attitudes?
a) Cognition
b) Affect
c) Behaviour
d) Knowledge
Answer: B
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Question 20
The advertisements telling women how much iron they need in their
diet was an attempt to change which component of attitudes?
a) Cognition
b) Affect
c) Behaviour
d) Knowledge
Answer: A
page 265
Question 21
Handing out samples of a new breakfast snack bar at city railway
stations during the morning peak hour is an attempt to change which
component of attitudes?
a) Cognition
b) Affect
c) Behaviour
d) Knowledge
Answer: C
page 267
Question 22
Using a celebrity to promote a product is only likely to create a
favourable attitude if the person is:
a) Really famous
b) Liked
c) Rich
d) Young
Answer: B
page 265
Question 23
Which of the following is an attempt to change consumers’
beliefs about the attributes of a brand?
a)
Using a celebrity to promote the brand
b)
Changing the packaging colour of the product
c) Providing facts about the brand
d)
Providing samples of the brand
Answer: C page 265
Question 24
Attitudes are formed from information and messages
received from:
a)
Only close friends and family
b)
Family, friends and teachers
c) Marketing information
d)
A variety of sources
Answer: D page 268
Question 25
Source credibility is assessed on the basis of:
a)
b)
c)
d)
Attractiveness, personality and trustworthiness
Expertise, personality and trustworthiness
Attractiveness, expertise and trustworthiness
Attractiveness, personality and expertise
Answer: C
page 268