Multiple Choice Questions

This chapter is about the ways in which we develop beliefs and intended behaviour about attitudinal objects. Since most marketing communications is aimed at developing consumer attitudes about brands, this is a crucial issue for advertisers in particular and marketers in general. The aspect of attitude which is of most interest to marketers is attitude change, so this chapter looks at the strategies and tactics of both attitude formation and change. 

1. Which of the following statements is not true?

  1. Attitudes are inherently unstable.
  2. Attitudes are learned.
  3. Attitudes are a predisposition to behave in a particular way.

Answer: A

Attitudes are generally stable.

2. Which of the following is NOT a dimension of attitude?

  1. cognition
  2. conation
  3. perception

Answer: C

Perception is one of the mechanisms by which attitude is formed.

3. The perceptual component of attitude is called ______.

  1. cognition
  2. conation
  3. affect

Answer: A

Cognition is to do with thought processes.

4. The behavioural component of attitude is called ______.

  1. cognition
  2. conation
  3. affect

Answer: B

5. Beliefs which cause someone to make a judgement about something are called ______.

  1. conative beliefs
  2. cognitive beliefs
  3. salient beliefs

Answer: C

The other terns are invented.

6. The subjective ability of the attitudinal object to attain the value in question is called ______.

  1. perceived instrumentality
  2. value importance
  3. subjective importance

Answer: A

It is the degree to which the individual perceives that the object is instrumental.

7. The view that people consciously evaluate the consequences of their behaviour is called ______.

  1. the theory of considered responses
  2. the theory of reasoned action
  3. the theory of planned behaviour

Answer: B

The action is reasoned through beforehand.

8. Accepting only that part of new information which does not cause an inconsistency is called ______.

  1. attitude splitting
  2. stimulus rejection
  3. accommodation

Answer: A

The attitude is split to allow for part of the new information and not the rest.

9. Which of the following is true?

  1. Situational factors sometimes block conations.
  2. Conations always lead to behaviour.
  3. Situational factors are cognitive, not affective.

Answer: A

Conations do not always lead to behaviour, and situational factors can be emotional.

10. Which of the following is NOT true?

  1. Liking the advertisement usually means liking the brand.
  2. Liking the advertisement and liking the brand are separate theoretical constructs.
  3. Liking the advertisement leads to buying the brand.

Answer: C

People often like advertisements without going on to buy the brand.

Web exercise

Visit the following websites:

How do you believe the attitudes expressed on these websites formed?

What steps are the webmasters taking to encourage other people to adopt the same attitudes?

What might be the agendas of each of the organisations involved?