QUIZ

ATTITUDES AND
BELIEFS
1. Customer researchers believe that attitude has three
primary components. What are those three
components?

a) Affect, Believing, Cognition

b) Affect, Behaviour, Cognition
c) Effect, Believing, Cognition
d) Behaviour, Effect, Cognition
2. The beliefs an individual has about an object that are
considered during the evaluation of the object are known
as _________ beliefs.

a) Motivating
b) Core
c) Basic
d) Salient
 3. Which of the following is true in the case of a
belief ?

a) It is an assumption that something exists and that it has definable characteristics

b) It reflects what we want to be true about an object
c) It reflects our degree of like or dislike of an object
d) None of the above
 4. The centrality of an attitude reflects

a) A person’s degree of positive or negative feelings about an object

b) The extent to which an attitude is related to a person’s other attitude
c) The extent to which an attitude is part of a person’s concept of self.
d) The attitude’s resistance to change.
 5. A common method of measuring attitude by
using

a) In-depth interviews
b) Observing people’s behaviour.
c) Sematic differential scale
d) A lie detector
 6. The ego- defensive action of an attitude

a) Helps a person to adjust his/her world.

b) Helps a person defend his/her self image.
c) Allows satisfaction to be derived from expressing central values
d) Helps a person mentally structure and organise his/her world to make it more
predictable.
 7. ____ bias is the tendency to fixate on initial
information

a) Overconfidence
b) Anchoring
c) Confirmation
d) Representative
 8. The rational decision making process assumes

a) The decision maker has complete information

b) The decision maker is able to identify all the relevant options in an unbiased
manner.
c) The decision maker will choose the option with highest utility
d) All of the above
9. Which component of attitudes consists of a consumer's
beliefs about an object?

a) Affective
b)  Cognitive
c) Factual
d) Behavioral
e) Utilitarian
10. Mitch likes Toyota automobiles because he thinks
they have the highest reliability of all automobiles. His
belief about Toyota's reliability represents which
component of Mitch's attitude?

a) Affective
b)  Cognitive
c) Factual
d) Behavioral
e) Utilitarian
11. An approach to measuring the importance of attitude
components that requires consumers to allocate 100 points
among the components such that the distribution of the
points reflects the relative importance of the component is
_____.
a) perceptual mapping
b) the Likert scale
c) the semantic differential scale
d) the rank-order scale
e) none of the above