MKT 434 Test 2 Practice Questions and Answers

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MKT 434 Test 2 Practice
Questions and Answers




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MKT 434 test 2
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1. attitude a lasting, general evaluation of people, objects, advertisements, or issues (it's
negative or positive)

2. Attitude (Ao) Anything towards one has an attitude (evaluation of something)

3. Katz attitude and Attitude exists because it serves some function. Katz created 4 concepts which are
the 4 concepts Utilitarian function
value-express function
Ego- defensive function
knowledge function

4. utilitarian func- relates to rewards and punishments
tion

5. value-expressive expresses consumer's values or self-concept
function

6. ego-defensive protect ourselves from external threats or internal feelings (what hurts your
function self-esteem is bad for you)

7. knowledge func- need for order, structure, or meaning
tion

8. Attitudes have 3 Affect, Behavior, cognition
components or
abc model

9. affect, behavior, ABC Model
cognition Affect - the way a consumer feels about an attitude/object
Behavior- Persons intention to do something with regard to an attitude
Cognition - beliefs consumers has about an attitude (no emotion)

10. 3 hierarchies of
effects

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MKT 434 test 2
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CAB (high Involvement)
CBA (low involvement)
ABC ( Experiential)

11. standard learn- the traditional process of attitude formation that starts with the formation of
ing hierarchy beliefs about an attitude object

12. low involvement A response hierarchy whereby a message recipient is viewed as passing from
hierarchy cognition to behavior to attitude change.

13. Experiential Hier- customers hedonic motivations and modes
archy

14. Aad attitude toward advertiser + evaluations ofad execution + ad evoked mood + ad
arousal effects on consumer + viewing context

15. Internalization deep-seated attitudes become part of our value system (what you believe and
hard to change your mind

16. identification Attitude formed in order to conform to another person or group. (cult product)

17. compliance consumer form attitudes because it gains reward or avoids punishments

18. cognitive consis- the state in which a person's thoughts and behaviors match his or her beliefs and
tency the expectations of others

19. cognitive disso- when a consumer is confronted with inconsistencies among attitudes or behav-
nance iors, he will take action to resolve the"dissonance"•
Example: Two cognitive elements about smoking:• "I know smoking causes can-
cer"• "I smoke cigarettes"• The Consumer will resolve the dissonance by either
satisfying the urge to smoke or stopping the behavior.

I was having inconsistent thoughts, beliefs, and activities.



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MKT 434 test 2
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20. self-perception The theory that when our attitudes and feelings are uncertain or ambiguous, we
theory infer these states by observing our behavior and the situation in which it occurs

21. foot-in-the-door consumers are more likely to comply with a request if they have first agree to
comply with a smaller request.

22. low-ball tech- person is asked for a small favor and is informed after agreeing to it that it will be
nique very costly

23. door-in-the-face Person is first asked to do something extreme (which he refuses), then asked to
technique do something smaller.

24. Social Judgement We assimilate new information about attitude objects in light of what we already
Theory know/feel

Movie ticket example

25. initial attitude = frame of reference

26. balance theory Considers how a person might perceive relations among different attitude objects
and how he might alter attitudes to maintain consistency

example of the triangle slide where a guy wants piercings but girlfriend doesn't
like them so he finds a was to make it balanced

27. multi-attribute consumer's attitudes toward an attitude object depends on beliefs she has about
attitude model several or many attributes of the object
3 elements
Attributes of Ao - (eg.college) (scholarly reputation)
(sailent) Beliefs about Ao - (ex UofM has great academics)
Importance weight - stresses research over athletics.

28. Fishbien Model The model you did in lab where you had more than 1 attribute of calculations.



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