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1 | |
The three components of attitude are |
| | A) | Motivational, Perceptual, and Cognitive |
| | B) | Behavioral, Affective, and Cognitive |
| | C) | Affective, Perceptual, and Cognitive |
| | D) | Cognitive, Behavioral, and Knowledge |
| | E) | None of the Above |
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2 | |
The component of an attitude that relates to beliefs about specific attributes or an object is |
| | A) | Cognitive |
| | B) | Perceptual |
| | C) | Affective |
| | D) | Behavioral |
| | E) | None of the Above |
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3 | |
The component of an attitude that relates to feelings or emotional reactions to an object is |
| | A) | Appeal |
| | B) | Perceptual |
| | C) | Motivational |
| | D) | Affective |
| | E) | None of the Above |
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4 | |
The component of an attitude that relates to one's tendency to respond in a certain manner toward an object or activity is |
| | A) | Behavioral |
| | B) | Motivational |
| | C) | Intentional |
| | D) | Reactional |
| | E) | None of the Above |
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5 | |
The theory of reasoned action involves which of the following variables |
| | A) | Cognitive processing of a situation |
| | B) | Attitude toward a behavior |
| | C) | Justification of action |
| | D) | Post-evaluation of a behavior |
| | E) | All of the Above |
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6 | |
A specific measurement technique for accessing a persons beliefs is |
| | A) | A Likert Scale |
| | B) | A free response protocol |
| | C) | A semantic differential scale |
| | D) | A rank-order scale |
| | E) | None of the Above |
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7 | |
A specific measurement technique for accessing a persons feelings is |
| | A) | A Likert scale |
| | B) | A constant sum scale |
| | C) | A semantic differential scale |
| | D) | A direct question interview |
| | E) | None of the Above |
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8 | |
A specific measurement technique for accessing a persons response tendency is |
| | A) | A Likert scale |
| | B) | A semantic differential scale |
| | C) | The Intentions Index scale |
| | D) | Direct questions |
| | E) | None of the Above |
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9 | |
The Elaboration Likelihood Model posits two routes to persuasion based on |
| | A) | Mood of the target market |
| | B) | Tactic used by the persuasion agent |
| | C) | Differing involvement levels |
| | D) | General product characteristics |
| | E) | None of the Above |
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10 | |
The dimensions of trustworthiness and expertise provide a framework to evaluate |
| | A) | The basis for conducting business with a particular company |
| | B) | An ads focus on a specific attitude component |
| | C) | The effectiveness of cognitive tactics in persuasion |
| | D) | The source credibility of a communication |
| | E) | None of the Above |
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11 | |
The most important factor in using celebrity endorsers for products is |
| | A) | Popularity |
| | B) | Contagion |
| | C) | Congruence |
| | D) | Sexual Appeal |
| | E) | None of the Above |
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12 | |
The fundamental appeal characteristics of ads that enhance the effectiveness of attending to an ad and interpreting the intended message include: |
| | A) | Appeal, humor, emotion, and vivaciousness |
| | B) | Humor, fear, emotion, and comparison |
| | C) | Value-expressive, appeal, volume, and humor |
| | D) | Comparison, utilitarian, value-expressive, and appeal |
| | E) | None of the Above |
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13 | |
Value-expressive appeals focus on |
| | A) | Building a personality for the product or creating an image of the product user |
| | B) | Informing the consumer of the functional benefits that are important to the target market |
| | C) | Conveying the features or benefits of the brand that enhance value to the consumer |
| | D) | Eliciting a positive feeling rather than providing information of arguments |
| | E) | None of the Above |
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14 | |
The structure of messages relates to the content of an ads related to |
| | A) | Effective use of color and a memorable message |
| | B) | An attention grabber, a message, and a punch-line |
| | C) | One-sided versus two-sided communication and nonverbal components |
| | D) | Use of an appeal characteristic and a feel-good ending |
| | E) | All of the Above |
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15 | |
Knowledge of consumers' attitudes can be used to |
| | A) | Use appropriate appeal characteristics |
| | B) | Dictate message structure |
| | C) | Segment the market |
| | D) | Direct and enhance product development |
| | E) | All of the above |
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