1. 17136C Understanging Buyers Ch.09 Attitudes Section A:True or False

2. 1.Attitude is an enduring organisation of motivational, emotional, perceptual and cognitive processes with respect to some aspect of an individual's environment. Answer: Tpage 250 2.Attitudes are formed primarily from internal characteristics such as personality and motives. Answer: Fpage 250 3.Cognition is considered to be a component of attitude. Answer: Tpage 256 4.Affect is considered to be a component of attitude. Answer: Tpage 256 5.Perception is considered to be a component of attitude. Answer: Fpage 256

3. 6.A favourable attitude towards a brand automatically translates into a sale. Answer: Fpage 257 7.Marketers can only guess at changes in attitudes, never reasonably accurately measure them. Answer: Fpage 260 8.Attitude change strategies can initially focus on the affective component. Answer: Tpage 265 9.Source credibility is measured by trustworthiness and expertise. Answer: Tpage 270 10. Effective message communication will lead to a positive effect on a buyer’s attitude. Answer: Tpage 271

4. 17136C Understanging Buyers Ch.09 Attitudes Section B:Multiple Choice

5. 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: Apage 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: Apage 251

6. Question 3 Attitudes must have a(n): a) Idea b) Object c) Subject d) Reason Answer: Bpage 252 Question 4 Attitudes: a) Cause customer values b) Negate customer values c) Create customer values d) Reflect customer values Answer: Dpage 252

7. 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: Apage 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: Cpage 256

8. 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: Bpage 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: Cpage 256

9. 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: Apage 258 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: Bpage 258

10. 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: Dpage 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: Bpage 259

11. 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: Cpage 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: Apage 260

12. 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: Dpage 260

13. 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: Apage 261 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: Bpage 262

14. 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: Bpage 265 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: Apage 265

15. 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: Cpage 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: Bpage 265

16. 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: Cpage 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: Dpage 268

17. Question 25 Source credibility is assessed on the basis of: a) Attractiveness, personality and trustworthiness b) Expertise, personality and trustworthiness c) Attractiveness, expertise and trustworthiness d) Attractiveness, personality and expertise Answer: Cpage 268