The Quiz for Chapter 7
MKT201 – Buyer Behaviour
Second Term 2007-08
Student Name: __________________________
Section: _______________
Multiple Choices
1. Which theory states that people are motivated to take action to resolve inconsistencies between attitudes
and behaviors?
a. The theory of cognitive dissonance
b. The theory of affective disjunction
c. The social judgment
d. Self-perception theory
2. Which of the following is not part of the Fishbein model?
a. The consumer's knowledge of the object being measured
b. Beliefs that people have about the object
c. The consumer's evaluation of important attributes of the object
d. The probability that a particular object has an important attribute
3. Kanisha is confronted with a strange set of products during her most recent visit to the cosmetics counter
at her favorite department store. Urban Grunge nail polish is "hot, hot, hot" according to recent ads.
Kanisha likes the idea of a new nail polish but is unsure about the image that might be projected by the
dull colors of the nail polish line. With such names as Street Slime, Garbage Goo, and Trash Can,
caution might be the right move. Which of the following attitude functions is probably in play with
Kanisha and her purchase decision?
a. Utilitarian function
b. Value-expressive function
c. Ego-defensive function
d. Knowledge function
4. Sarah sees an ad for a popular deodorant. In the ad, a young girl is embarrassed on prom night because of
a perspiration stain on her pink prom dress. The punch line of the ad says, "Is your’s strong enough when
you really need it?" Sarah thinks about the brand she uses, an upcoming date with a new guy, and
decides to switch to the advertised brand. Which of the following attitude functions most closely matches
the decision made by Sarah?
a. Utilitarian function
b. Value-expressive function
c. Ego-defensive function
d. Knowledge function
Quiz 7 for MKT201 Buyer Behaviour, 2nd Term 2007-08
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5. Acme Company knows its product has little brand loyalty, and customers don't have a strong preference
for their product or their competitor's. To develop a positive attitude in the market, Acme should
concentrate first on ________ their product.
a. the emotional aspects of
b. the behavioral intentions generated by
c. the informational process related to
d. the hedonic consumption of
6. Samuel buys a new brand of cologne based on the fact that it is a "unique sensory experience." Samuel's
decision, based on emotional response and intangible attributes, is most closely associated with which of
the following hierarchies?
a. Standard learning hierarchy
b. Experiential hierarchy
c. Low-involvement hierarchy
d. Habit hierarchy
7. A person may eat Snickers candy bars because this brand is sold in the company cafeteria, and it is too
much trouble to go elsewhere for a preferred bar. This would be an example of which kind of attitude
involvement, based on degree of commitment?
a. Compliance
b. Identification
c. Information acquisition
d. Internalization
8. Roger was really angry when Coca-Cola attempted to switch from its older formula to new Coke. He
wrote letters to Coca-Cola, talked to friends, called the local bottler, attempted to hoard "old Coke," and
complained to the local grocery store manager. In this example, which of the following kinds of attitude
involvement (based on degree of commitment) is at work in Roger's case?
a. Compliance
b. Identification
c. Information acquisition
d. Internalization
9. Sometimes consumers are just not sure about a purchase and need a "nudge" to move forward and
complete a transaction. Marketers often use a celebrity pitch-person to provide the needed "nudge." By
using this technique, marketers are hoping that the star's popularity will transfer to the product. Which of
the following theories is most closely associated with the above statements?
a. Theory of Cognitive Dissonance
b. Self-perception theory
c. Social Judgment theory
d. Balance theory
10. 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 neighborhood
d. The unease that Kyle feels every time he is forced to stay in a small confined space
Quiz 7 for MKT201 Buyer Behaviour, 2nd Term 2007-08
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Short Answers
1. Most researchers agree that an attitude has three components. List and briefly describe those three
components. Hint: This has been described as the ABC model of attitudes.
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2. Identify the elements of balance theory. Discuss possible interaction effects between unit relation
and sentiment relation and how they can be applied to marketing strategy.
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End-of-questions
Quiz 7 for MKT201 Buyer Behaviour, 2nd Term 2007-08
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