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    Chapter 8: Consumer Attitude Formation and Change

    Multiple Choice Questions:

    1. Whenever we are asked whether we like or dislike a product, a service, a particularretailer, a specific direct marketer, or an advertising theme, we are being asked toepress our !!!!!.a. intention to bu"b. attitudesc. perceptionsd. cognitionse. eperience

    #b$ Application, %as", p. &'()

    &. !!!!! is fre*uentl" undertaken to determine whether consumers will accept a

    proposed new+product, idea, to gauge wh" a firms target audience has not reactedmore favorabl" to its new promotional theme, or to learn how target consumers arelikel" to react to a proposed change in the firms packaging design.a. Attributionb. Cognitive dissonancec. -irect eperienced. ituational influencee. Attitude research

    #e$ Application, %as", p. &'()

    '. /n a consumer behavior contet, !!!!! are learned predispositions to behave in a

    consistentl" favorable or unfavorable wa" with respect to a given ob0ect.a. attitudesb. beliefsc. valuesd. feelingse. intentions

    #a$ Fact, %as", p. &'8)

    . 2ohn is conducting research on American attitudes to cars imported from %urope,particularl" 3olkswagen, 3olvo, 4ercedes, and 54W. 6his research is said to be!!!!!.

    a. eperientiall" directiveb. attitude+changingc. ob0ect specificd. attributionale. cognitive

    #c$ Application, 4oderate, p. &'8)

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    7. Attitudes might propel consumers toward a particular behavior or repel them awa"from a particular behavior, therefore attitudes have a !!!!! *ualit".a. behavioralb. motivationalc. threatening

    d. drivinge. defensive#b$ nderstanding, Challenging, p. &'8)

    (. While consumer attitudes are relativel" consistent with the behavior the" reflect,!!!!! can result in inconsistenc" between attitudes and behavior.a. sub0ective normsb. attitude+change strategiesc. internal attributiond. situational influencese. niche marketing

    #d$ nderstanding, 4oderate, p. &'9)

    . !!!!! refers to events or circumstances, at a particular point in time, that influencethe relationship between attitude and behavior.a. ituationb. /ntentionc. /nvestmentd. Attitudee. %perience

    #a$ Fact, %as", p. &'9)

    8. According to the !!!!!, attitudes consist of three ma0or components: a cognitivecomponent, an effective component, and a conative component.a. dual mediation modelb. tricomponent attitude modelc. self+perception theor"d. multiattribute attitude modele. functional approach

    #b$ Fact, 4oderate, p. &1)

    9. !!!!! include the knowledge and perceptions that are ac*uired b" a combination ofdirect eperience with the attitude ob0ect and related information from varied sources.a. Affectationsb. %motionsc. Cognitionsd. ;b0ectivese. Conations

    #c$ nderstanding, %as", p. &&)

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    17. Attitude+toward+ob0ect, attitude+toward+behavior, and theor"+of+reasoned+actionmodels are eamples of !!!!!.a. tricomponent attitude modelsb. bu"er intention scalesc. attitude+change strategies

    d. self+perception theoriese. multiattribute attitude models#e$ Fact, %as", p. &)

    1(. According to the attitude+toward +ob0ect model, the consumers attitude toward aproduct is a function of !!!!!.a. priceb. communication messages the consumer receivesc. the presence or absence of certain product+specific beliefs or attitudesd. the consumers intention to behave in a certain wa"e. consumers sub0ective norms

    #c$ Fact, 4oderate, p. &)

    1. 4icrosoft wants to measure public attitudes toward the default media+pla"ingsoftware included in its Windows operating s"stem. Which of the following t"pes ofmultiattribute attitude models would be most appropriate for 4icrosoft to use>a. theor"+of+reasoned+action modelb. tr"ing+to+consume modelc. attitude+toward+ob0ect modeld. attitude+toward+behavior modele. attitude+toward+the+ad model

    #c$ Application, Challenging, p. &)

    18. 2ake feels that shopping in thrift shops shows a lack of class and sophistication. 6hisattitude would be captured b" which of the following multiattribute attitude models>a. theor"+of+reasoned+action modelb. tr"ing+to+consume modelc. attitude+toward+ob0ect modeld. attitude+toward+behavior modele. attitude+toward+the+ad model

    #d$ Application, Challenging, p. &7)

    19. According to the !!!!!, to understand consumers intentions we also need to measurethe sub0ective norms that influence an individuals intention to act.a. theor"+of+reasoned+action modelb. tr"ing+to+consume modelc. attitude+toward+ob0ect modeld. attitude+toward+behavior modele. attitude+toward+the+ad model

    #a$ Fact, 4oderate, p. &()

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    &7. 4arketers that offer coupons and free samples of new products to entice consumers totr" them understand the importance of !!!!! in attitude formation.a. sub0ective normsb. indirect eperiencec. ego defense

    d. attributione. direct eperience#e$ Application, 4oderate, p. &71)

    &(. ?iche marketing is also sometimes called !!!!!.a. attitude researchb. attributionc. value epressiond. micromarketinge. dual mediation

    #d$ Fact, %as", p. &71)

    &. -irect marketing efforts have an ecellent chance of favorabl" influencing targetconsumers attitudes because !!!!!.a. direct marketing is favorabl" looked uponb. the mass scale of direct marketing makes it a dominant pla"erc. the products and services offered are highl" targeted to the individuals needs and

    concernsd. /nternet advertising is too clutterede. direct marketing is more likel" to result in eternal attribution of positive

    eperiences with the product to the product itself#c$ nderstanding, 4oderate, p. &71)

    &8. Attitudes that develop through !!!!! tend to be more confidentl" held, moreenduring, and more resistant to attack than those developed via !!!!!.a. direct eperience$ indirect eperienceb. internal attribution$ eternal attributionc. utilitarian function$ knowledge functiond. cognition$ emotionse. direct marketing$ niche marketing

    #a$ nderstanding, 4oderate, p. &71)

    &9. Consumers who have a high need for cognition are likel" to !!!!!.a. form positive attitudes in response to ads that feature an attractive model or a

    celebrit"b. form a positive attitude in response to ads or direct mail that are rich in product+

    related informationc. form negative attitudes towards ads that are rich in product informationd. feel neutral towards ads that feature attractive models or product informatione. feel neutral toward ads that are rich in product+related information

    #b$ nderstanding, 4oderate, p. &7&)

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    '. 4arketers that attempt to satisf" consumers need to know and emphasiDing theadvantages of their products over competitive brands are rel"ing on the !!!!! in theiradvertising to improve consumers attitudes toward their brand.a. ego+defensive functionb. utilitarian function

    c. value+epressive functiond. knowledge functione. intention function

    #d$ nderstanding, 4oderate, p. &77)

    '7. ;ne of the strategies for changing consumer attitudes is changing the basicmotivational function using four different functions. An eample of the !!!!!function is for Crest to point out how its new toothbrush is superior to all othertoothbrushes in controlling gum disease b" removing more pla*ue.a. ego+defensiveb. knowledge

    c. utilitariand. value+epressivee. intention

    #b$ Application, 4oderate, p. &77)

    '(. 5en E 2err"s is well recogniDed for giving .7 percent of its preta profits to avariet" of causes and giving small grants to communit" groups in 3ermont. 6he" aretr"ing to change consumer attitudes through !!!!!.a. resolving two conflicting attitudesb. associating the product with a special group, event or causec. changing the basic motivational functiond. changing consumer beliefs about competitor brandse. changing consumer attribution patterns

    #b$ Application, %as", p. &7()

    '. /f 6om is looking to lose weight b" cutting carboh"drates out of his diet, particularl"from regular sodas, but has a negative attitude towards diet sodas and does not drinkthem because he believes the" do not taste like regular, what strateg" can a compan"use to ensure 6om that their diet tastes 0ust like regular>a. changing the relative evaluation of attributesb. associating the product with a special group, event or causec. changing the basic motivational functiond. changing consumer beliefs about competitor brandse. changing consumers sub0ective norms

    #a$ Application, 4oderate, p. &79)

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    '8. When marketers tr" to persuade regular tea drinkers to Bcross over to becomingherbal tea drinkers, the compan" must utiliDe a strateg" that !!!!!a. changes the relative evaluation of attributes.b. changes brand beliefs.c. informs consumers that it has added an attribute.

    d. changes the overall rating of a brand.e. alleviates consumers cognitive dissonance#a$ Application, 4oderate, p. &79)

    '9. When @= challenges the notion that computers do not have to be difficult to use b"stating that their product Bis as simple as duh, it is altering a component of themultiattribute model to change attitudes$ which strateg" is it using>a. changing the relative evaluation of attributesb. changing brand beliefsc. adding an attributed. changing the overall brand rating

    e. changing consumers sub0ective norms#b$ Application, 4oderate, p. &79)

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    '. 6he %laboration Gikelihood 4odel proposes that consumers attitudes are changed b"two distinctl" different routes to persuasion: !!!!!! routes and !!!!!! routes.a. central$ logicalb. main$ secondar"c. central$ peripheral

    d. rational$ emotionale. direct$ indirect#c$ Fact, 4oderate, p. &(')

    . When consumers are willing to eert the effort to comprehend, learn, or evaluate theavailable information about the attitude ob0ect, learning and attitude change occur viathe !!!!!..a. central routeb. celebrit" endorsementc. peripheral routed. functional approach

    e. dual mediation model#a$ Fact, 4oderate, p. &(')

    7. 6he !!!!! acknowledges the possibilit" that the central rout to persuasion can beinfluenced b" a peripheral cue.a. multiattribute attitude modelb. tricomponent attitude modelc. tr"ing+to+consume modeld. functional approache. dual mediation model

    #e$ Fact, Challenging, p. &(')

    (. According to !!!!!, discomfort occurs when a consumer holds conflicting thoughtsabout a belief or an attitude ob0ect.a. attitude+change strategiesb. cognitive dissonance theor"c. attribution theor"d. self+perception theor"e. attitude research

    #b$ Fact, 4oderate, p. &()

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    . 4atthew recentl" purchased a new laptop for H1,7

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    71. /f a student observes that she routinel" purchases the -es 4oines Iegister on her wa"to class, she is apt to conclude that she like the -es 4oines Iegister. 6his is aneample of how the !!!!! helps make inferences about ones behavior.a. %laboration Gikelihood 4odelb. attribution theor"

    c. self+perception theor"d. defensive attributions theor"e. formation theor"

    #c$ Application, Challenging, p. &(7)

    7&. When a consumers give themselves credit for the outcome of a behavior, the" areengaging in !!!!!.a. sub0ective attributionb. internal attributionc. ob0ective attributiond. defensive attribution

    e. eternal attribution#b$ Fact, %as", p. &(7)

    7'. According to the principle of !!!!!, consumers are likel" to accept credit personall"for success and to attribute failure to others or to outside events.a. sub0ective attributionb. internal attributionc. ob0ective attributiond. defensive attributione. eternal attribution

    #d$ Fact, %as", p. &(7)

    7. omeone who donates H1< to Amnest" /nternational might be persuaded to donate amuch larger amount when properl" approached because that person ma" decide thathe ors she is the kind of person who makes such charitable donations. 6hisdemonstrates the basic premise of the !!!!!.a. door+in+the+face techni*ueb. consensus techni*uec. foot+in+the+door techni*ued. attribution techni*uee. dual mediation techni*ue

    #c$ Application, Challenging, p. &(()

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    77. ;ne of the criterions used b" consumers to confirm their initial attributions aboutob0ects is !!!!!, which means that the reaction #the prior inference) is perceived inthe same wa" b" other consumers.a. distinctivenessb. consistenc" over time

    c. consistenc" over modalit"d. consensuse. self+defense

    #d$ nderstanding, Challenging, p. &()

    Multiple Choice Mini Cases:

    CAR MINI CASE: Carl is looking to buy a new car because he needs more space fordriing his kids to and from their after!school actiities and for transporting all their

    gear" #is wife has suggested that the family buy a station wagon$ but Carl has a negatie

    attitude toward driing station wagons because he feels that they are %Mom!mobiles&

    that consign their driers to a life of carpools and '(A meetings" #e then sees an ad forSubaru with a beautiful outdoor setting and attractie young people using a Subaru

    station wagon" (he oice!oer discusses the physical attributes of the car and thedemographics of its owners" After seeing a Subaru ad portraying its station wagon as a

    trendy automotie option for e)citing young people looking for more cargo room than a

    sedan and better fuel!efficiency than an S*+$ Carl finds himself to be much more

    enthusiastic about his wife,s station wagon suggestion" #e purchases a Subaru$ but laterbegins thinking that he probably should hae purchased a +olo for its reputation of

    greater safety"

    7(. /n the CAI 4/?/ CA%, Carls initial attitude toward station wagons is bestdescribed wh" which of the following multiattribute attitude models>a. attitude+toward+behavior modelb. tr"ing+to+consume modelc. theor"+of+reasoned+action modeld. attitude+toward+ob0ect modele. attitude+toward+ad model

    #a$ Application, Challenging, p. &7)

    7. /n the CAI 4/?/ CA%, ubarus method for changing Carls attitude constitutes!!!!!>a. changing the relative evaluation of attributesb. changing brand beliefsc. adding an attributed. changing the overall brand ratinge. changing consumers sub0ective norms

    #b$ Application, Challenging, p. &79)

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    78. /n the CAI 4/?/ CA%, ubarus advertising most closel" adheres to the !!!!!.a. elaboration likelihood modelb. tr"ing+to+consume modelc. dual mediation modeld. attitude+toward+the+ad model

    e. bu"er intention model#c$ Application, Challenging, p. &(')

    79. /n the CAI 4/?/ CA%, Carls reconsideration of brand choice after he bu"s aubaru constitutes !!!!!.a. bu"ing intentionb. niche marketingc. indirect eperienced. defensive attributione. postpurchase dissonance

    #e$ Application, 4oderate, p. &()

    C-..EE MINI CASE: /inda is a heay coffee drinker and a friend recommends that she

    try the delicious coffee at Sunrise Coffee$ a new coffee house in town" /inda replies thatshe really prefers to drink her coffee in the peace and 0uiet of her own home" -ne

    morning$ /inda is running late and doesn,t hae time to make herself a cup of coffee$ so

    she stops by Sunrise and is greeted by a cheerful staff and a great!tasting coffee$ all of

    which put /inda in a good mood" *pon arriing at work$ a co!worker comments on heralert$ up!beat attitude that morning" /inda replies that it must be the great weather that

    day$ sunshine after a week of solid rain" (he following morning$ /inda recalls what a

    pleasant e)perience she had at Sunshine and decides to go again"

    (a. attitude+toward+behavior modelb. tr"ing+to+consume modelc. attitude+toward+ob0ect modeld. attitude+toward+consumer modele. attitude+toward+the+ad model

    #c$ Application, Challenging, p. &)(1. /n the C;FF%% 4/?/ CA%, Gindas initial resistance to the idea of tr"ing unrise

    Coffee arises from which of the following multiattribute attitude models>a. attitude+toward+behavior modelb. tr"ing+to+consume modelc. attitude+toward+ob0ect modeld. attitude+toward+consumer modele. attitude+toward+the+ad model

    #a$ Application, Challenging, p. &7)

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    (&. /n the C;FF%% 4/?/ CA%, Ginda attributes her upbeat attitude and alertness to thechange in the weather. 6his is an eample of !!!!!.a. internal attributionb. utilitarian attribution

    c. conative attributiond. eternal attributione. defensive attribution

    #d$ Application, 4oderate, p. &(7)

    ('. /n the C;FF%% 4/?/ CA%, Gindas new attitude toward, and repeat patronage ofunshine Coffee is a function of the !!!!! component of the tricomponent attitudemodel.a. utilit" componentb. affective componentc. defensive component

    d. cognitive componente. conative component#b$ Application, Challenging, p. &&)

    '*1 MINI CASE: Sean and his friends$ most of whom are Irish immigrants or hae Irish

    parents$ en2oy drinking at (he Celtic 3not$ a small New 4ork pub that seres many Irish

    beers$ is decorated with genuine Irish paraphernalia$ and holds weekly tradition Irishmusic sessions " /ike many of his friends$ Sean en2oys the feeling the shop gies him of

    connection with his Irish heritage" (he pub adertises at community centers and

    churches in predominantly Irish areas of the city" -n its posters$ underneath a photo of agroup of attractie young people in a co5y corner of the pub drinking and laughing

    together$ is the pub,s slogan: %1ecause being Irish is about more than 2ust St" 'addy,s

    6ay"&

    (. /n the =5 4/?/ CA%, Gances positive attitude toward Celtic Jnot is reinforcedb" its !!!!!.a. consensus among his friendsb. consistenc" over modalit"c. distinctivenessd. consistenc" over timee. consistenc" of intention

    #a$ Application, Challenging, p. &()

    (7. /n the =5 4/?/ CA%, b" targeting such a specific market, 6he Celtic Jnot isengaging in !!!!!.a. attitude researchb. eternal attributionc. niche marketingd. defensive attributione. attitude formation

    #c$ Application, Challenging, p. &71)

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    ((. /n the =5 4/?/ CA%, b" targeting people with strong attachments to their /rishheritage, 6he Celtic Jnot is taking advantage of the !!!!! function of their targetmarkets attitudes.a. utilitarian

    b. value+epressivec. knowledged. attributione. ego+defensive

    #b$ Application, Challenging, p. &7')

    (. /n the =5 4/?/ CA%, 6he Celtic Jnots advertising posters tr" to generateattitudes toward the pub based on !!!!!.a. the peripheral route to persuasionb. post purchase dissonancec. defensive attribution

    d. direct eperiencee. the central route to persuasion#e$ Application, Challenging, p. &(')

    True/False Questions:

    (8. /n addition to being inferable from what people sa" or what the" do, attitudes are alsodirectl" observable.

    #False$ nderstanding, 4oderate, p. &'8)

    (9. Attitudes are learned from direct eperience with the product, word+of+mouthinformation ac*uired from others, or eposure to mass+media advertising, the internetand various forms of direct marketing.

    #6rue$ Fact, %as", p. &'8)

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    . /n marketing and consumer research, the conative component of the tricomponentattitude model is fre*uentl" treated as an epression of the consumers intention tobu".

    #6rue$ Fact, 4oderate, p. &'+&)

    7. Iesponding positivel" to an intention to bu" *uestion with regard to a brand willincrease the likelihood of that consumer purchasing the brand.#False$ nderstanding, Challenging, p. &)

    (. Consumers generall" have favorable attitudes toward those brands that the" believehave an ade*uate level of attributes that the" evaluate as positive, and the" haveunfavorable attitudes toward those brands the" feel do not have an ade*uate level ofdesired attributes or have too man" negative or undesired attributes.

    #6rue$ nderstanding, 4oderate, p. &)

    . 6he appeal of the attitude+toward+behavior model is that it allows researchers to

    understand consumers sub0ective norms and the factors that form them.#False$ nderstanding, Challenging, p. &7)

    8. Consumers attitudes toward a particular brands advertising are independent of theirbeliefs about the brand and do not influence their attitudes toward the brand itself.

    #False$ nderstanding, Challenging, p. &)

    9. /f consumers like the ad the" see, the" are more likel" to bu" the product.#6rue$ Fact, %as", p. &8)

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    87. For market leaders that en0o" a significant amount of consumer goodwill and lo"alt",the overriding marketing goal is to fortif" the eisting positive attitudes of consumersso that the" will not succumb to competitors special offers and other inducementsdesigned to with them over.

    #6rue$ nderstanding, 4oderate, p. &7')8(. 6he knowledge function of the functional approach to attitude change relies on the

    fact that most people want to protect their self+images from inner feelings of doubt.#False$ nderstanding, 4oderate, p. &77)

    8. Attitudes are an epression or reflection of the consumers general values, lifest"le,and outlook.

    #6rue$ Fact, %as", p. &7')

    88. Attitudes toward companies can be altered b" communicating the civic and public

    acts that the companies sponsor and letting the public know about the good the" aretr"ing to do, but attitudes toward the compan"s products can onl" be altered throughthe products themselves.

    #False$ nderstanding, Challenging, p. &7)

    89. Consumers fre*uentl" resist evidence that challenges a strongl" held attitude or beliefand tend to interpret an" ambiguous information in wa"s that reinforce theirpreeisting attitudes.

    #6rue$ nderstanding, 4oderate, p. &(

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    9. /f new product users internaliDe positive eperiences with the product, it is morelikel" that the" ill repeat the behavior and become a satisfied regular user.

    #6rue$ nderstanding, 4oderate, p. &(7)

    97. 5ob used =ower=oint to give a presentation to his Consumer 5ehavior class. 6he

    professor was particularl" impressed with the clarit" of 5obs viewgraphs. 5obattributes his success with the presentation to his skill at using =ower=oint. 6his is aneample of eternal attribution.

    #False$ Application, 4oderate, p. &(7)

    9(. 5ased on the criterion of distinctiveness, the consumer t"picall" attributes an actin toa particular product or person if the action occurs when the product or person ispresent and does not occur in its absence.

    #6rue$ Fact, 4oderate, p. &()

    9. ;ne of the criterion used to confirm #or disconfirm) prior attitudes is b" testing

    whether the attitude is consistent over time.#6rue$ Fact, %as", p. &()

    Essay Questions:

    98. -iscuss the three components of the tricomponent attitude model.

    Answer:

    6he first component of the model is the cognitive componentKthe knowledge andperceptions that are ac*uired through direct eperience with the attitude ob0ect. 6hisknowledge takes the form of beliefs about the attitude ob0ect.

    6he second component, the affective component, is the consumers emotions orfeelings about a product or brand. 6hese emotions capture the consumers globalassessment of the attitude ob0ect.

    6he third component is the conative component. /t is concerned with the likelihoodor tendenc" that an individual will undertake a specific action or behave in aparticular wa" with regard to the attitude ob0ect.

    #Fact, Challenging, p. &1+&)

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    99. ;ne of the multiattribute models is the attitude+toward+behavior model. %plain themodel and give an eample.

    Answer:

    6his model tells about the individuals attitude toward behaving or acting with respectto an ob0ect rather than the attitude toward the ob0ect itself. For eample, 6omsattitude about the act of purchasing a 54W reveals more about the potential act ofpurchasing than does simpl" knowing his attitude toward 54Ws. 6om ma" have apositive attitude toward 54Ws but a negative attitude toward the act of purchasingone.

    #nderstanding, 4oderate, p. &7)

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    Answer:

    6he primar" influencer of consumer attitudes is the consumers direct eperience

    while tr"ing and evaluating products.

    Another ma0or influencer is famil" and friends and admired individuals. 6he famil"provides us with our basic values and beliefs that we refer to as adults.

    6he third influencer is highl" focused direct marketing. 6hese programs targetsmaller consumer niches with carefull" personaliDed offerings and messages thatunderstand their specific needs and desires.

    6he final influence on consumer attitudes is mass media. 63, magaDines, newspapersand radio epose people to new ideas, products and opinions which provide an

    important source of information that influences consumer attitudes.#Fact, Challenging, p. &71)

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    Answer:

    /ndividuals have a strong need to know and understand the people and things the"encounter. 6he consumers need to know is a cognitive need, so marketers need tofocus on how the" position the product in an attempt to satisf" that need to know andimprove the consumers attitude toward the brand. 4arketers need to point out howtheir product is superior to other products and point out the attributes in comparisonwith other brands.

    #Application, 4oderate, p. &7+&77)

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    Answer:

    4arketers can tr" to change the relative evaluation of attributes. When a productcategor" is divided according to distinct product features or benefits, in this case,taste and calorie differences, marketers should take the opportunit" to persuadeconsumers to cross over, or prefer the one version of the product, the diet cola, overthe other version b" bringing out the new features and benefits of that product choice.

    #Application, Challenging, p. &79)

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    Answer:

    Cognitive dissonance is discomfort that occurs when a consumer holds conflictingthoughts about a belief or an attitude ob0ect. suall" consumers make purchasedecisions and then feel that other brands could have satisfied their needs better.Cognitive dissonance can happen before or after the purchase. When it happens afterthe purchase takes place, it is known as postpurchase dissonance.

    #Fact. 4oderate, p. &()

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    1 ive an eample.

    Answer:

    6heorists believe that the foot in the door techni*ue occurs in situations in which

    consumer compliance with a minor re*uest affects subse*uent compliance with amore substantial re*uest. 6his strateg" is based on the premise that individuals look attheir prior behavior and conclude that the" are the kind of person who sa"s "es tosuch re*uests.

    An eample would be someone who donates five dollars to cancer research might bepersuaded to donate a much larger amount when properl" approached.

    #Fact, 4oderate, p. &(()