Consumer Behavior Exam 2 - Questions with Verified Answers

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Consumer Behavior Exam 2 - Questions with Verified Answers Under peripheral-route processing, consumers' attitudes are based on: the true merits of the message. their high elaboration. the central i ... ssues contained within the message. the superficial cues within the message. their emotional experiences associated with the offering. Which of the following statements is true of cognitive responses? Cognitive responses are generally more influential than affective responses. Source derogations result in a favorable initial attitude or resistance to attitude change. Consumers exert little effort in responding to a direct marketing message. Consumers form attitudes based on their cognitive responses. Source derogations are thoughts that express agreement with the message. According to _____, consumers exert a lot of effort in responding to a message. the cognitive response model Weber's theory Weber's law Hofstede's law the affective cognition theory _____ are thoughts that express disagreement with the message. One-sided arguments Counterarguments Affective responses Comparative arguments Source derogations The _____ are analytical processes that explain how consumers form and change attitudes. affective response models expectancy-value models emotional appeal models fear appeal models affective heuristic models Expectancy-value models are analytical processes that explain: the different levels of abstractness in the associations that a consumer has about concepts. the beliefs or knowledge consumers have about an object or action. how fear or anxiety are elicited by stressing negative consequences. how losses loom larger than gains for consumers even when the two outcomes are of the same magnitude. how consumers' cultures can vary along four main value dimensions. _____ is the model that provides an explanation of how, when, and why attitudes predict consumer behavior. Weber's law The body feedback theory Hofstede's law The prospect theory The theory of reasoned action Which of the following statements is true of source credibility? Credible sources convince even those consumers who hold their existing attitude with confidence. Consumers are more likely to believe that a source is credible when the source endorses multiple products. Consumers tend to believe official sources are more credible than ordinary people. The sleeper effect does not occur when a message is delivered by a low-credibility source. Sources are credible when they are trustworthy, have expertise, and have high status. _____ occurs when consumers forget the source of a message more quickly than they forget the message. Attitude confidence Symbolic motivation Emotional contagion The sleeper effect The endowment effect Which of the following statements is true of strong arguments in a message? Consumers are persuaded by a message containing a strong argument when they devote sufficient cognitive resources to processing the information. Combining a strong argument with an implicit conclusion in an ad message engenders less favorable brand attitudes among consumers with a high need for cognition. Strong arguments have a greater effect on behavioral intentions when consumers focus on the outcome of using a product rather than on the process of using it. Strong arguments concentrate on presenting a negative and limited viewpoint through the message. Strong arguments have a negative effect on behavioral intentions, especially for low-to moderate-involvement products. A two-sided message is one that: contains both positive and negative information. contains information from two different sources. has both hedonic and utilitarian aspects. uses two types of comparative advertising. opens up communication between two sources. Which of the following statements is true of comparative messages? Negatively framed comparative messages are more effective for promotion-focused consumers than positively framed comparative messages. Comparative messages are useful in changing a consumer's negative first impression of a brand or company. The most common type of comparative messages is the direct comparative message. Comparative messages show how much better the offering is than a competitor's offering. When motivation, ability, and opportunity is high, consumers are more likely to confuse the advertised brand with its competition. An indirect comparative message is: one in which the offering is compared with those of unnamed competitors. a message delivered by a low-credibility source. a thought that discounts or attacks the message source. a message that is forgotten more quickly than the source. one in which a company's new product is compared to its original product. With direct comparative advertising, advertisers: explicitly name a competitor or set of competitors and attack them on the basis of an attribute or benefit. present two-sided messages about their offerings. show an offering that has features similar to that of a competitor's offering. explicitly discount or attack the competitor's message source. use the disrupt-then-reframe technique to disrupt consumers' cognitive processing of the communication. Which of the following statements is true of direct comparative messages? [Show More]

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