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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
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
6
Segmenting consumers based on their most important attribute(s) is referred to as attribute segmentation.
A)True
B)False
7
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
8
Appeal characteristics correspond to when a message is communicated.
A)True
B)False
9
Message appeal consists of trustworthiness and expertise.
A)True
B)False
10
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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