Chapter 7 Attitudes
1) A lasting, general evaluation of people (including oneself), objects, and issues is a(n):
A) opinion.
B) impression.
C) attitude.
D) value.
ANSWER:
C
Type: MC Page Ref: 195
Skill: Concept
Objective: L7-01 It is important for consumer researchers to understand the function and
importance of attitudes.
2) Ruby believes that ice cream is fattening and therefore tries to avoid the temptation of eating
it. Which of the following best describes the relationship between Ruby and ice cream?
A) The ice cream is purely a product (P1).
B) The ice cream is a fantasy (F1) for Ruby.
C) The ice cream is an attitude object (Ao) because of Ruby's feelings toward the product.
D) Ruby would likely have a positive attitude toward an advertisement (Aad) that showed
someone eating ice cream.
ANSWER: C
Type: MC Page Ref: 195
Skill: Application
Objective: L7-01 It is important for consumer researchers to understand the function and
importance of attitudes.
3) Craig complained to his friend Jess that a class was too hard and he believed that the teacher
was not being fair with his grading standards. Jess replied, "Craig, you really have an attitude
problem." What is the relationship between the manner in which the term "attitude" is used in
common conversation and the how it is defined in consumer behaviour?
1
,A) There is no relationship. Common usage is not the same as attitudes as seen by the
researchers who study consumer behaviour.
B) The term attitude is widely used in popular culture in much the same way it is used in
studying consumer behaviour.
C) They are different in that popular culture does not recognize that attitudes are temporary.
Otherwise the usage is the same.
D) They are similar except that popular culture assumes that attitudes are related to beliefs, and
research scientists have shown that there is no such relationship.
ANSWER: B
Type: MC Page Ref: 195
Skill: Concept
Objective: L7-01 It is important for consumer researchers to understand the function and
importance of attitudes.
2
,4) Which of the following best expresses what marketers mean by attitude?
A) how hard Jane will work to obtain a goal
B) the preference that Sam holds for Chinese food over Mexican food
C) how fast Kim learns to find her way around a new neighbourhood
D) the unease that Kyle feels every time he is forced to stay in a small confined space
ANSWER: B
Type: MC Page Ref: 195
Skill: Concept
Objective: L7-01 It is important for consumer researchers to understand the function and
importance of attitudes.
5) The functional theory of attitudes was initially developed by:
A) Maslow.
B) Jung.
C) Fishbein.
D) Katz.
ANSWER:
D
Type: MC Page Ref: 196
Skill: Concept
Objective: L7-01 It is important for consumer researchers to understand the function and
importance of attitudes.
6) According to the functional theory of attitudes, the function is addressed by ads that
stress straightforward product benefits.
A) utilitarian
B) value-expressive
C) ego-defensive
D) knowledge
ANSWER: A
Type: MC Page Ref: 196
Skill: Concept
3
, Objective: L7-01 It is important for consumer researchers to understand the function and
importance of attitudes.
4
1) A lasting, general evaluation of people (including oneself), objects, and issues is a(n):
A) opinion.
B) impression.
C) attitude.
D) value.
ANSWER:
C
Type: MC Page Ref: 195
Skill: Concept
Objective: L7-01 It is important for consumer researchers to understand the function and
importance of attitudes.
2) Ruby believes that ice cream is fattening and therefore tries to avoid the temptation of eating
it. Which of the following best describes the relationship between Ruby and ice cream?
A) The ice cream is purely a product (P1).
B) The ice cream is a fantasy (F1) for Ruby.
C) The ice cream is an attitude object (Ao) because of Ruby's feelings toward the product.
D) Ruby would likely have a positive attitude toward an advertisement (Aad) that showed
someone eating ice cream.
ANSWER: C
Type: MC Page Ref: 195
Skill: Application
Objective: L7-01 It is important for consumer researchers to understand the function and
importance of attitudes.
3) Craig complained to his friend Jess that a class was too hard and he believed that the teacher
was not being fair with his grading standards. Jess replied, "Craig, you really have an attitude
problem." What is the relationship between the manner in which the term "attitude" is used in
common conversation and the how it is defined in consumer behaviour?
1
,A) There is no relationship. Common usage is not the same as attitudes as seen by the
researchers who study consumer behaviour.
B) The term attitude is widely used in popular culture in much the same way it is used in
studying consumer behaviour.
C) They are different in that popular culture does not recognize that attitudes are temporary.
Otherwise the usage is the same.
D) They are similar except that popular culture assumes that attitudes are related to beliefs, and
research scientists have shown that there is no such relationship.
ANSWER: B
Type: MC Page Ref: 195
Skill: Concept
Objective: L7-01 It is important for consumer researchers to understand the function and
importance of attitudes.
2
,4) Which of the following best expresses what marketers mean by attitude?
A) how hard Jane will work to obtain a goal
B) the preference that Sam holds for Chinese food over Mexican food
C) how fast Kim learns to find her way around a new neighbourhood
D) the unease that Kyle feels every time he is forced to stay in a small confined space
ANSWER: B
Type: MC Page Ref: 195
Skill: Concept
Objective: L7-01 It is important for consumer researchers to understand the function and
importance of attitudes.
5) The functional theory of attitudes was initially developed by:
A) Maslow.
B) Jung.
C) Fishbein.
D) Katz.
ANSWER:
D
Type: MC Page Ref: 196
Skill: Concept
Objective: L7-01 It is important for consumer researchers to understand the function and
importance of attitudes.
6) According to the functional theory of attitudes, the function is addressed by ads that
stress straightforward product benefits.
A) utilitarian
B) value-expressive
C) ego-defensive
D) knowledge
ANSWER: A
Type: MC Page Ref: 196
Skill: Concept
3
, Objective: L7-01 It is important for consumer researchers to understand the function and
importance of attitudes.
4
