CHAPTER 5

Attitudes Based on High Consumer Effort

TRUE/FALSE
1. The U.S. skateboard industry is worth $5 billion annually.
Ans: T
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2. Attitudes are learned and persist over time.

Ans: T
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3. Favorability refers to how easily and how readily an attitude can be retrieved from memory.
Ans: F
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4. Attitudes can be described as ambivalent if consumers are completely neutral about an object.
Ans: F
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5. Research indicates that ad messages with information about product function can provoke thinking about
the product and stimulate positive product attitudes.
Ans: T
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6. Marketers want consumers to view ads and have support arguments as thoughts.
Ans: T
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7. Consumers who generate counterarguments and source derogations will have strong favorable attitudes
toward an offering.
Ans: F
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8. A consumer involved in a television program comes up with more support arguments and fewer
counterarguments.
Ans: T
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9. Sources tend to be more trustworthy when they have the following three characteristics: (1) familiarity (2)
status and (3) attractiveness.
Ans: F
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10. Low-credibility sources can be effective in some ads.

Ans: T
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11. Three factors that affect the credibility of a message are: (1) quality of its argument; (2) whether it is a one-
sided or two-sided message; and (3) whether it is believable.
Ans: F
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12. Two-sided messages containing both positive and negative information about an offering are not effective.
Ans: F
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13. An indirect comparative message is the most common type of message in an ad.
Ans: T
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14. Direct comparative messages increase the credibility of the offering.

Ans: F
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15. Research indicates that fear appeals are an effective form of advertising.
Ans: F
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16. The hedonic dimension is when a consumer likes an ad and the ad creates positive feelings or emotions.
Ans: T
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17. Other peoples opinions may interfere with a consumer acting on his/her attitudes.
Ans: T
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MULTIPLE CHOICE
18. A(n) ___________ is an overall evaluation that expresses how much we like or dislike an object, issue,
person, or action.
a. attitude
b. belief
c. cognition
d. affect
e. view
Ans: a
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19. The children and grandchildren of baby boomers have developed a more favorable evaluation of the
military, leading them to be more willing to serve in the military. This evaluation could also be referred to as
a(n)
a. attitude.
b. counter judgment.
c. cognitive dissonance particle.
d. affect.
e. view.
Ans: a
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20. Favorability refers to ___________ an attitude object.

a. the ease of processing
b. the accessibility of
c. our confidence in
d. the beneficiality of
e. how much we like or dislike
Ans: e
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21. Accessibility measures the degree to which an attitude can

a. be made understandable to others.
b. be made available to others.
c. be easily categorized.
d. affect anothers schemas.
e. be easily and readily retrieved from memory.
Ans: e
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22. Filene's attitude toward using dental floss was hard to change. Despite teachers' and doctors' advice, she
always believed that using dental floss was unnecessary. On the other hand, she changed her high-sugar diet
as soon as the doctor told her to do so. These two attitudes vary in their
a. resistance to change.
b. persuasiveness.
c. confidence.
d. depth.
e. accessibility of information.
Ans: a
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23. No matter what the evidence showed, Robert would not change his attitudes toward his favorite brand of
toilet paper. This is an example of attitude
a. function.
b. resistance to change.
c. accessibility.
d. favorability.
e. motivation.
Ans: b
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24. Lily did not like liver because its appearance made her feel bad. Her bad attitude toward liver was based on
a. involvement.
b. emotions.
c. cognitions or beliefs.
d. preattitudes.
e. motivation.
Ans: b
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25. Two dimensions along which attitude formation and change can vary are whether they are based on affect or
cognition and the
a. level of ability.
b. hierarchical structure.
c. level of effort.
d. opportunity for structure.
e. consistency.
Ans: c
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26. Effort refers to

a. the strength of taxonomic structures formed by schema categorization.
b. the intricacy of emotional tags attached to cognitions.
c. connation.
d. how much thinking consumers do in forming or changing attitudes.
e. the strength of affective structures formed by schema categorization.
Ans: d
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27. Because Jeryl is an enthusiastic video gamer, he pays close attention to every ad about a new video game
system. ___________ is the best way to describe his attitude formation and change in this area.
a. High-strength schema formation
b. Elaborative schema formation
c. Peripheral-route processing
d. Involvement belief formation
e. Central-route processing
Ans: e
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28. Central-route processing describes

a. attitude formation and change processes when consumer processing effort is high.
b. the superficial analysis and processing of a message.
c. a more direct processing of a message that encodes information directly from the source rather
than indirectly from secondary sources.
d. attitude change when MAO is low.
e. how message processing is not elaborated, but is simply remembered in a direct or central way
from the source.
Ans: a
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29. Central-route processing is best described as

a. the processing of information directly from the source, or centrally, rather than indirectly from
secondary sources.
b. processing in which consumers attitudes are based on a careful and effortful analysis of the
central issues of a message.
c. message processing that is not elaborated, but is simply remembered in a direct or central way
from the source.
d. message processing that is not based on important issues, but on those that have achieved a
temporary importance or centrality to an individuals life.
e. the associations that are central to the schema in consumers knowledge structures.
Ans: b
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30. Peripheral-route processing is used to describe attitude formation and change processes when consumer
a. elaboration is likely to be high.
b. effort is likely to take longer and use more obscure patterns.
c. effort is likely to be low.
d. involvement is high.
e. motivation is high.
Ans: c
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31. Under peripheral-route processing, consumers attitudes are based on
a. secondary sources.
b. high consumer effort and thus are not encoded directly from the message.
c. images that are taken not from direct sight but from our peripheral vision.
d. superficial cues within the message.
e. our senses of smell and taste, not sight.
Ans: d
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32. Mousetrap Ltd. found that their target market really cared and had strong opinions and emotions about their
market offering. In this case, management could influence attitudes either cognitively or
a. motivationally.
b. through peripheral routes.
c. by memory.
d. through involvement.
e. affectively.
Ans: e
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33. Sam identifies himself as a Detroit Tigers fan and as such he has positive attitudes about brands that are
endorsed by Detroit players. This is an example of
a. direct experience influencing attitudes.
b. reasoning by analogy influencing attitudes.
c. value-driven attitudes.
d. social-identity based attitude influence.
e. cognitive responses to sports.
Ans: d
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34. The basic idea behind ________________ is that consumers reactions to a message affect their attitudes.
a. the cognitive response model
b. Weber's theory
c. Weber's law
d. response law
e. the affective cognition theory
Ans: a
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35. After his success in winning 8 gold medals for swimming at the Beijing Olympics, Michael Phelps is
considered a very credible source for swimwear brands such as Speedo. He is a credible source because of
a. attractiveness.
b. likeability.
c. expertise.
d. friendliness.
e. gullibility.
Ans: c
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36. Every time Brad sees an ad for broccoli that claims it will make consumers popular, he thinks to himself,
Nonsense. Nothing will make me popular. That movie star is just paid to say that. This is an example of
a. beliefs.
b. cognitive responses.
c. affective tags.
d. motivational stimuli.
e. affective stimuli.
Ans: b
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37. Researchers have developed categories to describe the types of cognitive responses consumers have to
communications. These are
a. cognitive and affective responses.
b. cognition, affect, and behavior.
c. counterarguments, support arguments, and source derogation.
d. conation, affect, and cognition.
e. central arguments, peripheral arguments, and nonarguments.
Ans: c
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38. Thoughts such as that is impossible or that is not what the National Enquirer said describe
a. disagreeable affect.
b. central arguments.
c. peripheral arguments.
d. counterarguments.
e. source derogations.
Ans: d
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39. Thoughts such as This sounds great or I really need something like this are best thought of as examples
of
a. agreeable affect.
b. central arguments.
c. peripheral arguments.
d. source derogations.
e. support arguments.
Ans: e
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40. Source derogations are thoughts that

a. discount or attack the source of the message.
b. argue forcefully against the message.
c. argue forcefully against the media by which the message is delivered.
d. are processed peripherally.
e. are support arguments that are self-contradicting.
Ans: a
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41. Thoughts such as __________are best thought of as examples of source derogations.
a. This guy is lying
b. This product won't work
c. This product will work
d. I agree
e. I disagree
Ans: a
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42. For cognitive responses, counter arguments and __________ will result in negative attitudes.
a. heuristic affect
b. source derogations
c. peripheral affect
d. systemic affect
e. unstable cognitions
Ans: b
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43. When a message presents weak arguments, consumers generate more ____________ and fewer
_______________.
a. central arguments / source derogations
b. central arguments / central functionalities
c. counter arguments / support arguments
d. support arguments / source derogations
e. belief discrepancy / source derogations
Ans: c
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44. ____________ create more counterarguments because consumers want to maintain their existing belief
structures and do so by arguing against the message.
a. Source derogations
b. Support arguments
c. Belief discrepancies
d. Peripheral arguments
e. Central arguments
Ans: c
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45. A message supporting handgun control will generate a lot of counterarguments among National Rifle
Association (NRA) members. This is an example of a ___________ that creates counterarguments.
a. source derogation
b. support argument
c. belief discrepancy
d. peripheral argument
e. central argument
Ans: c
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46. Nathan wanted to remain in a positive mood even though he disagreed with the content of the commercial,
so he
a. increased support arguments.
b. increased source derogations.
c. increased central arguments.
d. increased peripheral processing.
e. decreased counterarguments.
Ans: e
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47. ___________ has been widely applied in the consumer behavior field to explain how attitudes form and
change.
a. The expectancy-value model
b. Weber's theory
c. Weber's law
d. The lexicographical model
e. The affective cognition theory
Ans: a
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48. According to ___________, attitudes are based on beliefs and the evaluation of these beliefs.
a. Weber's theory
b. the expectancy-value model
c. the theory of reasoned action
d. the cognitive response model
e. the affective cognition theory
Ans: b
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49. TORA stands for

a. Theory of Rational Attitudes.
b. Theory of Responsive Affect.
c. Theory of Reasoned Action.
d. Theorem of Researched Attributes.
e. Theorem of Radical Actions.
Ans: c
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50. The principle that the more specific the attitude is to the behavior of interest, such as buying a new car, the
more likely the attitude will be related to the behavior incorporated in the TORA model, is known as
a. behavioral consistency.
b. attitudinal consistency.
c. affective-cognitive linkage.
d. attitude specificity.
e. behavioral attitude theory.
Ans: d
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51. Belief about the consequences of an act and ___________ influence attitude toward the act for the TORA
model.
a. evaluation of these consequences
b. affect about the behavioral intentions
c. cognition about the behavioral intentions
d. social influence
e. actual behaviors rather than behavioral intentions
Ans: a
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52. Consumer attitudes are partially based on their beliefs about an object. These beliefs are also called
a. cognitions.
b. emotions.
c. affects.
d. categorizations.
e. counterarguments.
Ans: a
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53. The theory of reasoned action is classified as a(n) ____________ model.

a. qualitative
b. logic
c. expectancy-value
d. behavioral
e. classical conditioning
Ans: c
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54. David was very involved with watching the World Series, therefore when an ad for the Toyota Camry aired
during the game, that likely _________________ to the ad.
a. generated fewer cognitive responses
b. generated more counterarguments and fewer support arguments
c. generated more support arguments and counterarguments
d. generated more source derogations
e. generated more support arguments and fewer counterarguments.
Ans: e
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55. The Theory of Planned Behavior extends the TORA model by examining consumers
a. self images.
b. cognitive responses.
c. perceived behavioral control.
d. affective responses.
e. resistance to change.
Ans: c
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56. After his success in winning eight gold medals for swimming at the Beijing Olympics, Michael Phelps is
considered a very credible source for swimwear brands such as Speedo. He is credible because of his
a. attractiveness.
b. likeability.
c. expertise.
d. friendliness.
e. gullibility.
Ans: c
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57. Former Vice President and Presidential candidate Bob Dole appeared in a series of ads for Viagra implying
that he suffered from erectile dysfunction (ED). These ads were perceived to be very credible because Bob
Dole
a. has a medical degree and thus is an expert source.
b. is a politician and thus is considered trustworthy.
c. has a pleasant smile.
d. is seen as going against his own self interest by implying he has ED.
e. is from Kansas and is therefore truthful.
Ans: e
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58. ______________ may have an important impact on behavioral intentions because there are likely to be
people whose opinions and beliefs will affect what we do.
a. Cognitions
b. Motivation
c. Subjective norms
d. Attitudes toward the act
e. Schemas
Ans: c
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59. ______________ sometimes have a greater effect on behavioral intentions than subjective norms,
depending on circumstances.
a. Cognitions
b. Motivations
c. Peripheral processes
d. Attitudes toward an act
e. Schemas
Ans: d
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60. The TORA model suggests four strategies for changing attitudes and behavioral intentions, which include
all of the following except
a. changing beliefs.
b. changing support arguments.
c. changing evaluations.
d. adding a new belief.
e. targeting normative beliefs.
Ans: b
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61. In order to lure tourists, an industrial suburb has started to show pictures of its beautiful parks, lakefronts,
and a newly rebuilt commercial district. This is an example of changing beliefs by
a. lessening negative beliefs.
b. lessening the affect for the object.
c. strengthening positive beliefs.
d. increasing the total number of beliefs about the object.
e. making the subjective norms more positive.
Ans: c
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62. For many years, Volkswagen has maintained fairly consistent styling for its vehicles, especially its vans.
This led to the campaign slogan "Still ugly after all these years," which attempts to increase the importance
of a tradition in a humorous way. This is best thought of as an example of an attitude-change strategy to
a. make attitudes toward the object more important than subjective norms.
b. change beliefs.
c. add a new belief.
d. change evaluations.
e. target normative beliefs.
Ans: d
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63. The Canon Xapshot camera, which records pictures on a computer disk, introduces several new beliefs
including seeing your pictures instantly on your TV and the ability to erase unwanted photos. This is
best thought of as an example of using an attitude-change strategy to
a. make attitudes toward the object more important than subjective norms.
b. change beliefs.
c. target normative beliefs.
d. change evaluations.
e. add a new belief.
Ans: e
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64. Many East Asian countries are collectivist cultures. In these cultures,
a. appeals to normative beliefs take on greater significance.
b. appeals to individual beliefs take on greater significance.
c. appeals to the evaluative component are especially important.
d. adding new beliefs is especially important.
e. changing the speed at which individuals process information becomes especially important.
Ans: a
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65. In forming attitudes using high effort, all of the following could be thought of as credible sources, except a
message from a(n)
a. individual with an honest face.
b. basketball player endorsing a leather sofa.
c. doctor for an over-the-counter drug.
d. CEO of a company.
e. police officer for a home protection method.
Ans: b
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66. If consumers hold an existing attitude with confidence, credible sources will
a. have greater impact.
b. affect emotions but not cognitions.
c. have less impact.
d. affect cognitions but not emotions.
e. have a boomerang effect.
Ans: c
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67. The phrase Where's the beef? kept ringing in Joshuas head, but he could not remember where he had
heard it. This is an example of the
a. decay effect.
b. memory lapse phenomenon.
c. rapid decay phenomenon.
d. sleeper effect.
e. connective phenomenon.
Ans: d
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68. A few years ago, Volvo tried to prove the safety of its cars by driving large vehicles over a (albeit steel-
reinforced) Volvo and explaining that the car could withstand a large force. This is an example of a
company using _____________ to change attitudes.
a. peripheral processing
b. schemas
c. associations
d. counterarguments
e. strong arguments
Ans: e
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69. A two-sided message is one that contains

a. both positive and negative information.
b. information from two different sources.
c. a comparison between the offering and unnamed competitors.
d. two peripheral arguments.
e. a double meaning.
Ans: a
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70. Two-sided messages may affect attitudes primarily because they
a. decrease belief strength.
b. reduce counterarguments.
c. directly affect evaluations.
d. contain issues that are central to the object.
e. indirectly affect evaluations.
Ans: b
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71. Indirect comparison messages are those that contain

a. both positive and negative information.
b. information from two different sources.
c. a comparison between the offering and unnamed competitors.
d. two peripheral arguments.
e. a double meaning.
Ans: c
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72. With _____________, advertisers explicitly name a competitor or set of competitors and attack them on the
basis of an attribute or benefit.
a. two-sided messages
b. one-sided messages
c. indirect comparison messages
d. direct comparisons
e. source derogations
Ans: d
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73. It is best to use comparative messages when consumers

a. have a low, rather than high, need for cognition.
b. can encode information into long-term memory.
c. can encode information into short-term memory.
d. are using central route processing.
e. are using peripheral route processing.
Ans: d
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74. _____________is when a stimulus has strong emotional relevance to the consumer.
a. Cognitive involvement
b. Cognitive awareness
c. Emotional awareness
d. Affective involvement
e. Relevant involvement
Ans: d
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75. Melissa was emotionally involved in the television advertisement for Delta Airlines. It brought back all
sorts of good images and feelings from her childhood experience with her family. Melissa is experiencing
what is (are) best known as _____________ to the ad.
a. affective responses
b. primary responses
c. secondary responses
d. peripheral processing
e. cognitive responses
Ans: a
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76. Research has suggested that when consumers are using central route processing, attractive sources tend to
evoke favorable attitudes if they are appropriate for the offering category. This effect has been called the
a. elaboration likelihood effect.
b. match-up hypothesis.
c. elaboration dimension.
d. attractiveness effect.
e. source effect.
Ans: b
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77. Casey thought that the salesman was charming; he reminded her of her father. She bought a digital camera
based on his recommendations. This is an example of
a. high-pressure sales tactics.
b. positioning of a customer familiarity.
c. strategic modeling.
d. customer paring of information cognitively.
e. source attractiveness influencing customer attitudes.
Ans: e
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78. A commercial for a cleaning product showed a refrigerator with old food stains and a guest of the owner
about to open the refrigerator. This commercial might elicit customers to buy the product that will help
clean their refrigerator. The message is using ___________ to influence customer attitudes.
a. strategic positioning of the product
b. correct product placement
c. fear appeals
d. cognitive planning
e. urgent appeals
Ans: c
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79. There is some evidence that if we see an advertisement we like, our overall_______ will influence our
brand attitudes and behavior.
a. brand image
b. brand awareness of the ad
c. attitude toward the ad
d. elaboration likelihood
e. awareness of the ad
Ans: c
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80. According to the ____________________, a marketing communication such as an ad discouraging

consumers from drinking and driving, that depicts a fatal consequence of the behavior may be ineffective at
changing consumers attitudes or behavior.
a. Cognitive Response Theory
b. Theory of Reasoned Action
c. Theory of Planned Behavior
d. Terror Management Theory
e. Elaboration Likelihood Model
Ans: d
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81. Attitudes are more likely to predict behavior when the level of involvement is high, and consumers think
extensively about the information that gives rise to their attitudes. In which case would this be most likely
be true?
a. selecting a private school for children
b. choosing a brand of pancake mix
c. purchasing tickets to a movie
d. purchasing a book
e. choosing a brand of toilet tissue
Ans: a
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SHORT ANSWER / ESSAY

82. What are the characteristics of attitudes?
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83. Explain the relationship between cognition and affect in consumers attitudes.
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84. Compare and contrast the central and peripheral-route processes of attitude change.
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85. How are cognitions or beliefs related to attitudes?
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86. In what ways does MAO impact attitude formation and change?
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87. What is the cognitive response model and why might it be important to marketers?
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88. Suppose an NRA (National Rifle Association) member sees an ad for gun control. Use the cognitive
response model to analyze what might occur.
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89. How does an expectancy-value model work?

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90. What are the components of the theory of reasoned action?

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91. Outline an example of attitude formation using the TORA model, from salient beliefs to behavioral
intentions.
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92. The TORA model suggests five major strategies for attitude change. Describe these strategies.
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93. How can we influence cognitively based attitudes?

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94. When is a credible source most effective for attitude change? Give an example.
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95. Describe the factors that can enhance the effectiveness of a message.
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96. Why are two-sided messages effective?

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97. When are indirect comparative messages more effective than direct comparative messages?
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98. How can the message influence affectively based attitudes?

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99. Research has identified three major sources that can lead to a positive attitude toward an ad. What are these
sources?
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100. When do attitudes predict behavior?

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