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Multiple Choice Quiz
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1

An enduring organization of motivational, emotional, perceptual, and cognitive processes with respect to some aspect of an individual's environment is:
A)an object concept.
B)a personality.
C)an attitude.
D)a schema.
E)none of the above
2

Which of the following is NOT considered to be a component of an attitude?
A)perceptual component.
B)cognitive component.
C)affective component.
D)behavioral component.
E)all of the above are components of attitudes.
3

A popular way of measuring the importance of attitudes is with a 100-point:
A)Likert scale.
B)constant sum scale.
C)rank-order scale.
D)semantic differential scale.
E)none of the above.
4

Marketers sometimes use a _____ to measure the affective attitude component.
A)verbal scale
B)constant sum scale
C)perceptual scale
D)semantic differential scale
E)none of the above
5

A common way of directly influencing the affective attitude component is:
A)through premiums.
B)through classical conditioning.
C)through operant conditioning.
D)by adding new beliefs.
E)all of the above.
6

Mere exposure refers to:
A)messages that consumers do not really "see."
B)a stimulus that fails to attract attention despite exposure.
C)a distracting factor in attitude change studies.
D)attitude change based on one exposure to a stimulus.
E)none of the above.
7

Advertisements designed to influence the affective component generally:
A)need not be "liked" by the consumer.
B)should explicitly promise a reward.
C)should contain a substantial amount of cognitive information.
D)need extensive repetition.
E)none of the above.
8

Changing the behavioral component of an attitude is based primarily on:
A)perceptual defense.
B)mere exposure.
C)operant conditioning.
D)classical conditioning.
E)none of the above.
9

Which of the following is NOT a basic strategy for altering the cognitive structure of a consumer's attitude?
A)add new beliefs.
B)change the belief(s) about the attributes of the ideal brand.
C)change the belief(s) about the attributes of the brand.
D)change the relative importance of the beliefs about the object.
E)all of the above are basic strategies.
10

The _____ holds that low involvement results in a "peripheral route" to attitude change in which consumers form impressions based on readily available cues.
A)multi-attribute attitude models
B)theory of reasoned action
C)cognitive consistency model
D)elaboration likelihood model
E)none of the above
11

Segmenting consumers based on their most important attribute(s) is referred to as attribute segmentation.
A)True
B)False
12

Message framing occurs when marketers present one of two equivalent value outcomes either in positive (or gain) terms or in negative (or loss) terms.
A)True
B)False
13

Appeal characteristics correspond to when a message is communicated.
A)True
B)False
14

Message appeal consists of trustworthiness and expertise.
A)True
B)False
15

A shift importance strategy is one technique marketers use to alter the cognitive component of a consumer's attitude.
A)True
B)False





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