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Exam 8: Attitudes and Attitude Change

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Question 1

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Attitude researchers have developed the concept of a hierarchy of effects to explain ways to study attitudes and their formation.List and briefly describe each of the four hierarchies that were presented in the chapter.Be explicit with your descriptions.

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The three hierarchies are the standard l...

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Question 2

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Both the Fishbein model and the extended Fishbein model attempt to measure the influence of attitudes.What was the flaw in the original model and what was added in the extended model to correct this flaw?

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The original Fishbein model attempted to...

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It is impossible for a person to hold two contradictory attitudes towards the same object.

It is generally felt that a hierarchy of effects describes the relative influence of attitude models.Which hierarchy would be most appropriate for a consumer who is a loyal Coca-Cola consumer and drinks Coca-Cola for the 'pleasure of it'? Cite the hierarchy and briefly describe its order and function.

A resident in a small town attempts to persuade the local government officials to add fluoride to the town's drinking water by circulating a study showing the benefits of fluoride on dental health and the high percentage of medical professionals and scientists who support its inclusion in drinking water supplies.What basic psychological principle is the resident using to persuade the local government officials?

Which theory of attitudes assumes that people assimilate new information about attitude objects in light of what they already know and feel, using an initial attitude as a frame of reference to categorise new information?

Researchers agree that there are various levels of commitment to an attitude.The highest level of involvement is ________.

The foot-in-the-door technique is based on the observation that a consumer is more likely to comply with a request if he or she has first agreed to comply with a smaller request.

Balance theory reminds us that consistency is necessary to make any consumer decision.

A cola drink is preferred by a segment of cola drinkers, but the same segment almost always picks another cola brand in blind taste tests.The attitude formation for this product reflects the value-expressive function more than the utilitarian function.

In the standard learning hierarchy model, attitude is based on behavioural learning processes.

Behaviours that are automatic, repeated actions that occur in stable circumstances are known as ________.

Most researchers agree that an attitude has two components.List and briefly describe those three components.

Suzi is never quite sure which brand of gum to buy.She tries some, likes some and rejects some.However, through a process of behavioural learning she does remember those brands that taste good and make her mouth feel fresh.The problem is that she cannot often remember the brands that are not so good and often repeats purchasing mistakes."Oh well," says Suzi, "gum buying is not that big of a deal anyway." Which of the following hierarchies would most appropriately describe Suzi's situation?

Considering the effects of cognitive dissonance, supplying customers with additional reinforcement after a purchase can be a good marketing strategy.

________ refers to a strategy in which a message compares two or more specifically named or recognisably presented brands and evaluates them in terms of one or more specific attributes.

How strongly or weakly a consumer is committed to a specific attitude relates to the level of involvement he or she has with the attitude object (Aₒ).Describe the strength of commitment involved in each of the following and give an example: ∙ Compliance ∙ Identification ∙ Internalisation

Which of the following attitude functions is associated with a focus on particular social identities and lifestyles (e.g., 'What sort of man reads Playboy?') ?

Most messages merely present one or more positive attributes of a product or reasons to buy it.Which of the following best describes this approach to communicating a message?

Why should marketers be aware of consumers' cognitive consistency and cognitive dissonance? How can dissonance be reduced? Use the post-purchase behaviour of a customer as an example.