3600 Midterm 1

_____ reflects the information we have already learned and stored in memory. a. Knowledge structure b. Knowledge content c. Data mine d. Data mart e. Information schema

b

The broadest level of categorization is the subordinate level, where objects share a few associations but also have many different ones. a. True b. False

f

The first or pioneer brand in a category lacks the ability to set a standard against which later brands can be compared. a. True b. False

f

The position of an ad within a medium does not affect consumers' exposure to the ad. a. True b. False

f

The sequence of acquisition, consumption, and disposition does not occur over time. a. True b. False

f

Unlike taxonomic categories, goal-derived categories exhibit graded structure. a. True b. False

f

When a consumer watches a funny movie and experiences intense emotions, he or she is exhibiting strong cognitive involvement. a. True b. False

f

When consumers encounter a lot of information about a product, those who are promotion-focused will have lower brand evaluations. a. True b. False

f

When consumers see one brand alongside a second brand that has a completely different personality, the first will stimulate more negative reaction than if the second brand's personality is similar to that of the first brand. a. True b. False

f

With zipping, consumers attend to all marketing stimuli. a. True b. False

f

​Sellers should create the endowment effect by setting a higher price for goods than buyers are willing to pay. a. True b. False

f

When people are close to implementing a goal, more concrete knowledge about the feasibility of attaining the goal becomes salient. a. True b. False

t

Willingness to engage in a goal-relevant activity is an outcome of motivation. a. True b. False

t

Working memory is where most of the conscious information processing takes place. a. True b. False

t

_____ reflects the amount of mental activity a consumer devotes to a stimulus. a. Exposure b. Attention c. Ability d. Motivation e. Opportunity

b

. Usage is at the core of consumer behavior. a. True b. False

T

1. Consumer behavior is the totality of consumers' decisions with respect to the acquisition, consumption, and disposition of goods, services, time, and ideas by human decision-making units over time. a. True b. False

T

Consumer behavior reflects more than the way that a product is acquired by a single person at any one point in time. a. True b. False

T

The absolute threshold is the intensity difference needed between two stimuli before they are perceived to be different. ​ a. True b. False

f

A(n)_____ is the inner struggle about which offering to acquire when each can satisfy an important but different need. a. approach-avoidance conflict b. approach-approach conflict c. closed-sided contradiction d. open-sided contradiction e. avoidance contradiction

a

Alex plans to purchase a new automobile. His experience as an auto mechanic helps him decide which automobile will be suitable for him. In this case, Alex's experience as an auto mechanic acts as the _____ to purchase the new automobile. a. ability b. perception c. symbol d. exposure e. opportunity

a

Although objects may belong to very different taxonomic categories, they can be assigned to the same category by consumers if they: a. serve the same goal. b. are part of different schemas. c. serve similar consumers. d. are broadly classified. e. enhance brand images.

a

Carol had considered buying a 2015 Raddo Car. While researching the car before she bought it, she came across a magazine article claiming that the car's brakes were prone to failure. Carol was motivated to pay attention to the article because of the information's: a. perceived safety risk. b. congruence with her values. c. approach-approach needs conflict. d. personal relevance. e. cognitive stimulation.

a

Chris wants to buy a new car. He watches a commercial of a DarnMotors car and has decided that he would like to test drive one of its latest models. He is probably motivated by the commercial because the information was: a. personally relevant. b. presented in a humorous way. c. based on what others thought of the car. d. moderately inconsistent with his prior attitudes. e. based on knowledge and experience.

a

Consumers with a(n) _____ enjoy being involved in mentally taxing activities like reading and deeply processing information when making decisions. a. high need for cognition b. high optimum stimulation level c. low need for cognition d. low need for conation e. low need for perception

a

Corbyn wants to be a professional football player. He tries to emulate the behavior of National Football League (NFL) players and pays attention to the advertisements that use NFL players as spokespersons. In this scenario, Corbyn regards the NFL players as _____. a. a reference group b. policy makers c. an advocacy group d. a target group e. ethicists

a

In a progression from the superordinate to the basic to the subordinate levels, _____. a. consumers use more associations to describe objects b. consumers use fewer attributes to describe objects c. the associations become simpler d. the cognitive structure becomes simpler e. the associations become weaker

a

In the context of consumer behavior, identify a true statement about attention. a. Attention is limited. b. Preattentive processing happens with focal attention. c. Focal attention occurs in peripheral vision. d. Attention is undivided. e. Habituation increases the attention-getting ability of marketing stimuli.

a

In the context of involvement, consumers can be involved with many different entities, which makes it important to identify the: a. object of involvement. b. degree of subjective involvement. c. specific emotions elicited by the involvement. d. enduring needs. e. situational needs.

a

Items such as cookies, crackers, and potato chips have separate schemas. However, these can be clustered into one category because they are all snack foods and share the common characteristic of being served as snacks. Such categories are referred to as _____. a. taxonomic categories b. objective scripts c. productive categories d. objective assemblies e. categorized scripts

a

Jenny remembers that her friend told her about a new apparel store in town. She plans to visit the store during the weekend to purchase a dress for an office party. She is excited and looks forward to making the purchase, yet she forgets that it was her neighbor who had told her about the store and not her friend. This scenario depicts an example of a form of _____. a. source confusion b. disassociated network c. object salience d. structural grading e. prototypicality

a

La Malang is a regular food festival which invites chefs from across the world to participate. People come in large numbers to try out the different cuisines. Food stalls during the festival have been classified into categories such as "Starters," "Main Course," and "Desserts." The common characteristics of the dishes have led to this form of a categorization. The various categories in this scenario can be called _____. a. taxonomic categories b. structural grades c. prototype grades d. objective categories e. hierarchical orientations

a

Mike wants to buy a computer. His friend, Gregory, researches the various brands of computers in the market and helps Mike choose one. As Mike is about to buy it, Mike's father mentions that the brand Mike has chosen is mediocre compared with the other brands in the market. In this scenario, Mike's father plays the role of the _____. a. influencer b. purchaser c. user d. ethicist e. policy maker

a

Nathan wants to purchase a new laptop. To make the best choice, he reads computer magazines and articles online daily to acquire knowledge about various laptop specifications available. This is an example of _____. a. cognitive involvement b. enduring motivation c. rational agitation d. affective collaboration e. elaborative perception

a

Novices are able to process information better than experts when the information is stated in terms of _____. a. general benefits b. discrete units c. precise features d. conventional beliefs e. specific attributes

a

Pentrall Bros. is a seller of used automobiles. A research study conducted by the company indicates that customers are not willing to pay more than 70 percent of the market price of a new car for a used car. In light of this, the company makes sure that the prices of used cars are not set higher than 70 percent of the market value. In this scenario, Pentrall Bros. is trying to avoid _____. a. the endowment effect b. disposition c. the sleeper effect d. repositioning e. product positioning

a

Perceived risk can be associated with any product or service, but it tends to be higher when: a. the offering has a high price. b. the offering is old. c. a consumer confidently evaluates the offering. d. a lot of information is available about the offering. e. the opinions of others are not considered important.

a

Ron regularly consumes pain killers even if he feels the slightest of body aches. Although Ron has been warned several times by his well-wishers that heavy consumption of pain-reducing medicines could harm his kidneys, he still continues to believe that he can compensate the medication's harmful effects by drinking a lot of water. In this scenario, Ron's behavior is an example of _____. ​ a. ​motivated reasoning b. ​an objective involvement c. ​an approach-avoidance conflict d. ​critical thinking e. ​emotion regulation

a

Ronth Chemicals, a leading chemical manufacturing factory, has taken efforts to minimize disposing of chemical waste. This effort by the management is a step toward preserving the environment. In this scenario, Ronth Chemicals is trying to change its _____. a. brand image b. brand network c. knowledge structure d. knowledge model e. consumer schema

a

Scorla Foods, a food products manufacturer, initially manufactured all kinds of food products. Recently, the company started to manufacture and market only organic food products. Due to this change, the company came to be identified as a manufacturer of organic products. In this case, Scorla Foods is involved in _____. a. repositioning b. co-branding c. acquisition d. resistance e. problem recognition

a

Tara has been thinking about losing some weight before her cousin's wedding and comes across an ad for a quick method for weight loss. She wants to believe the service advertised and is convinced that it will help her lose weight. This type of information processing is called: a. motivated reasoning. b. felt involvement. c. image-based reasoning. d. enduring involvement. e. simulated thinking.

a

Telore's yogurt container is narrower at the top than at the bottom. Its competitors' yogurt containers have a broader top and narrower bottom. This is an example of using _____ in marketing stimuli. a. novelty b. rhetoric c. puzzle d. humor e. abstraction

a

The advertising department of Locder Inc. has come up with a new set of advertising campaigns. The advertising manager determines the effectiveness of the new ads before they are broadcast. In this scenario, the advertising manager of Locder Inc. is involved in _____. a. advertising copy testing b. misleading advertising c. disposition d. perceptual mapping e. white sales

a

The frequency with which an object is encountered as a category member makes it a(n) _____. a. prototype b. taxonomic representative c. category schema d. premium brand e. artifact

a

The process by which a stimulus loses its attention-getting abilities by virtue of its familiarity is known as _____. a. habituation b. comprehension c. perception d. gaining exposure e. sensory marketing

a

Which of the following is a difference between expert consumers and novices? a. Expert consumers have more refined taxonomic structure of categories than novices. b. Expert consumers exhibit less flexibility in activating suitable associations than novices. c. Novices have more concrete associations linked to a concept than expert consumers. d. Novices exhibit more flexibility in activating suitable categories than expert consumers. e. Novices have a richer associative network with more associations than expert consumers.

a

Which of the following is a reason why academics understand consumer behavior? a. They generate knowledge about consumer behavior when they conduct research focusing on how consumers act, think, and feel. b. They influence consumers as well as the targeted companies through strategies such as media statements and boycotts. c. They develop policies and rules to protect consumers from unfair, unsafe, or inappropriate marketing practices. d. They worry about companies tracking what consumers do online. e. They support an enforceable "do not track" mechanism that would allow consumers to opt out of online tracking systems.

a

Which of the following is a type of perceived risk? a. Performance risk b. Recognition risk c. Information risk d. Literacy risk e. Business risk

a

Which of the following statements is true of subliminal perception? a. Consumers' attention is directed squarely at the stimulus that is presented subliminally. b. Consumers involved in subliminal perception are exposed to an ad in their peripheral vision. c. Subliminal stimuli are presented for a very long time so that consumers easily perceive them. d. Consumers process information which is outside the focus of their attention. e. Subliminal perception is also called preattentive processing.

a

Which of the following statements is true of the absolute threshold? a. It is the amount of intensity needed for a person to detect a difference between something and nothing. b. It is the intensity difference between two stimuli before people can perceive that the stimuli are different. c. It is the activation of sensory receptors by stimuli presented below the perceptual threshold. d. Consumers will only consciously perceive a marketing stimulus when it is below the absolute threshold. e. Stimuli are presented below the threshold level of conscious awareness.

a

Which of the following statements is true of the influence of price on consumers' acquisition, usage, and disposition decisions? a. When making a purchase, consumers consider how much they must pay in relation to the price of other relevant brands. b. Consumers perceive prices that end in the number 0 to be cheaper than prices that end in 99. c. Consumers respond better to a discount presented as a specific amount of money subtracted from the regular price than to a discount presented as a percentage off the regular price. d. When buying multiple units of a service for one bundled price, consumers feel a great loss if they use only some of the units. e. Generally, consumers tend to underestimate how much others will pay for goods, particularly when they are selling a product they own.

a

Which of the following statements is true of the original Maslow's hierarchy? a. Needs are not always ordered exactly as in this hierarchy. b. Lower-order needs are always fulfilled before higher-order needs. c. Ordering of needs are always consistent across individuals or cultures. d. The hierarchy takes into consideration the intensity of needs. e. The hierarchy considers the resulting effect on motivation.

a

Which of the following statements is true of using novel marketing stimuli? a. People do not like extreme novelty. b. Novelty does not attract consumers' attention. c. Novelty does not stand out from other stimuli. d. People easily forget novelty. e. Novelty is less easily understood.

a

Zina has been using computers all her life and has extensive knowledge about hardware and software. In this context, Zina can process information about computers more extensively when the information is stated in terms of _____. a. specific attributes b. discrete values c. open-ended analogies d. general beliefs e. instant benefits

a

_____ covers motivation, ability, and opportunity; exposure, attention, perception, and comprehension; memory and knowledge; and attitudes about an offering. a. The psychological core b. The process of making decisions c. The consumer's culture d. Consumer behavior outcomes e. Behavior within a firm

a

_____ is defined as "an inner state of activation," with the activated energy directed to achieving a goal. a. Motivation b. Persistence c. Ability d. Endurance e. Revival

a

_____ is the pigment contained in a color. a. Hue b. Saturation c. Lightness d. Chroma e. Tone

a

_____ is the portion of memory where incoming information is encoded or interpreted in the context of existing knowledge, and kept available for more processing.​ a. ​Working memory b. ​Dynamic memory c. ​Coded memory d. ​Characteristic memory e. ​Static memory

a

_____ occurs when a consumer must choose between two or more equally desirable options that fulfill different needs. a. Approach-avoidance conflict b. Approach-approach conflict c. Close-ended contradiction d. Open-sided contradiction e. Preventive contradiction

b

​_____ describes the different levels of abstractness in the associations that a consumer has about concepts and how the consumer's psychological distance from these concepts influences his or her behavior. a. Construal level theory b. Fixed point theory c. Adaptation level theory d. Abstract theory e. Bohr's theory

a`

. In the context of objects of involvement, consumers involved in certain decisions and behaviors are experiencing a(n) _____. a. objective response b. response involvement c. motivated reasoning d. rational involvement e. cognitive collaboration

b

A _____ is some stimulus that facilitates the activation of memory. a. log signal b. retrieval cue c. prototype d. recirculated schema e. script

b

A stimulus can be made personally relevant by: a. using ads containing attractive models. b. showing people who are similar to the target audience in an ad. c. using extremely novel stimuli in an ad. d. including abstract stimuli rather than concrete stimuli. e. making customers get habituated to ads.

b

Anne is organizing a house party. She considers ordering expensive wine, caviar, and desserts that will be served to guests under one category. Although each of these items possess different attributes, Anne places them in the _____. a. dynamically priced category b. goal-derived category c. self-made category d. hierarchical structure e. prototypical structure

b

Buying, trading, bartering are examples of consumers engaging in _____. a. usage b. acquisition c. positioning d. repositioning e. white sales

b

Clay has invited his friends to a dinner party at his new house. When he provides his friends the directions to his new house, he draws a detailed map of the area rather than providing listed written instructions. Clay's way of presenting the information is influenced by his: a. affective processing. b. cognitive style. c. motivated reasoning. d. business intellect. e. education level.

b

Consumers collaborating with companies to shape brand personality and develop new products is referred to as _____.​ a. serial-positioning b. cocreation c. personification d. scripting e. prototyping

b

Consumers with a(n) _____ tend to be involved in shopping and seeking brand information. a. high need for cognition b. high optimum stimulation level c. low need for cognition d. low need for conation e. low need for perception

b

Crystal had put on some weight due to a medical condition. She went on a strict diet to reduce the weight she had gained during her illness. She managed to lose 30 pounds, and she was proud of her achievement. In the context of appraisal theory, her emotion of pride is the result of: a. using indirect techniques to satisfy her needs, wishes, and fantasies. b. achieving an outcome consistent with her goals. c. her being motivated to act in a way that would avoid negative outcomes. d. overcoming approach-avoidance conflict. e. overcoming avoidance-avoidance conflict.

b

Curtis likes to drink soda. He takes the empty bottles and cans that he has collected to his wife, who uses them to make art. This is an example of how to: a. dispose a product. b. find new use for an offering. c. share an offering. d. get rid of items temporarily. e. get rid of items permanently.

b

Dairymeisters, a company that makes food products, conducts a survey that reveals that delicious desserts usually have a high fat and calorie content. In order to capitalize on this, they begin the development of a low-calorie, healthy, and delicious dessert as a substitute to the high-fat items. This is an example of how marketers can help consumers resolve: a. avoidance-avoidance conflict. b. approach-avoidance conflict. c. approach-approach conflict. d. approach contradiction. e. avoidance contradiction.

b

Gretchen found herself buying and wearing clothes from a boutique that her friends frequented even though she really did not like the brands. This is an example of _____ driving acquisition. a. safety needs b. social needs c. functional needs d. symbolic needs e. egoistic needs

b

In the context of memory and retrieval, which of the following statements is true of interference? a. It is reduced by repeatedly retrieving a particular information from memory. b. It occurs when the strength of a memory deteriorates over time because of the presence of other memories that compete with it. c. It is negatively affected by competitive advertising when an established brand promotes a new attribute. d. It affects bilingual customers since second-language messages are retrieved better than first-language messages. e. It occurs when a person retrieves memories through the use of decoding techniques.

b

Joshua likes ice cream and routinely eats it for dessert after dinner. The schema for ice cream includes associations that reflect its consumption occasions. In the context of the associations in schemas, which of the following dimensions is depicted in this scenario? a. Uniqueness b. Favorability c. Perception d. Recognition e. Salience

b

Kimberly is excited about a high-end vacuum cleaner she purchased. She can't wait to show her husband how well the vacuum cleaner works on their old carpet. Kimberly feels proud of her purchase because it displays her ability to take care of her family. This is an example of _____. a. enduring motivation b. affective involvement c. cognitive collaboration d. rational expectation e. elaborative perception

b

Len drives a car that was a gift from his father on a birthday almost a decade ago. In spite of the age of the car, Len enjoys driving around in it. However, as a partner in a major law firm he is expected to drive an expensive, luxury automobile, and he is disrespected by other partners for having an older car. In this scenario, there is a high degree of _____ for Len. a. uncertainty risk b. social risk c. financial risk d. physical risk e. performance risk

b

Linda has recently bought a new sports car. While driving to a party, she feels the urge to drive well above the speed limit so that she could win the admiration of her friends, but she also has safety concerns. This is a classic example of an _____. a. closed-sided contradiction b. approach-avoidance conflict c. approach-approach conflict d. open-sided contradiction e. avoidance contradiction

b

One of the effective ways to differentiate a brand from other brands is to: a. discard old prototypes of the product. b. position the brand away from the prototype. c. increase the number of associations with the product category. d. price the product close to its prototype. e. create an entirely new set of associations for the brand.

b

Perlis Foods has launched a new brand of soda. As a part of its marketing strategy, Perlis Foods has entered into a contract with a leading television production company. The contract arranges for the new brand of soda to be shown in the new TV series to be aired soon. This is an example of _____. a. grouping b. product placement c. an advertorial d. an infomercial e. zipping

b

Russell and his family are thinking about getting a new big-screen television. He has researched different brands, models, and prices of televisions from the Internet. In this scenario, Russell is the _____. a. policy maker b. purchaser c. influencer d. disposer e. cord-cutter

b

Sarah lives with four family members. When they watch television after dinner, Sarah holds on to the remote control and switches channels during commercials. In this scenario, Sarah is involved in _____. a. zipping b. zapping c. grouping d. source identification e. preattentive processing

b

Tom wants to achieve his goal of scoring high grades at school. To this effect he is always on time for class, listens and takes lengthy notes during lectures, and studies hard for exams. This is an example of a(n) _____. a. hedonic goal b. abstract goal c. concrete goal d. social goal e. affective goal

b

Tomas, a tennis player, has fractured his elbow and has been advised not to play tennis for a few months. He decides to temporarily dispose of his tennis racket until he has healed. In this case, which of the following should Tomas do to accomplish this? a. He should sell his tennis racket. b. He should rent his tennis racket. c. He should throw away his tennis racket. d. He should send his tennis racket to a recycling center. e. He should give his tennis racket away.

b

When consumers have the opportunity to be exposed to information about a product, they need to _____ and attend to information. a. dispose b. perceive c. develop attitudes d. form memories e. recognize problems

b

Which of the following factors affects whether a consumer regards something as a category prototype? a. Sharing the most associations with members from different categories b. Pioneer brands setting a standard for later brands c. Brands with the lowest market share d. Dominant brands dissolving their ties with lesser known brands e. Sharing the least number of associations with other members of its own category

b

Which of the following is a way to get rid of an offering temporarily? a. Finding a new use for the offering b. Lending the offering c. Throwing away the offering d. Sending the offering to a recycling center e. Giving the offering away

b

Which of the following is an impact of changes in the aesthetic qualities of a product or package? a. Products that use diagnostic colors contribute to low attention and perception. b. Images located near the package top or on the left side add to the perception of a product as "lighter." c. Consumers perceive that packages in eye-catching shapes contain less of a product. d. Consumers may "downsize" their order when a product is enlarged along only one dimension. e. Consumers may "supersize" their order when the product is enlarged along all dimensions.

b

Which of the following statements is true of consumers' perceptions? a. Images located near the package top add to the perception of a product as "heavy." b. Consumers perceive that packages in eye-catching shapes contain more of a product. c. All consumers possess the same ability to label odors. d. When consumers taste foods with a hard or rough texture, they associate the foods with fat. e. Reaction to touch in sales situation is the same across cultures.

b

_____ describes how we organize knowledge in memory. a. Knowledge content b. Knowledge structure c. Knowledge taxonomy d. Knowledge base e. Knowledge labeling

b

_____ is a consumer's experience of being motivated with respect to a product or service, or decisions and actions about these. a. Simulating need b. Felt involvement c. Service positioning d. Implied marketing e. Risk perception

b

_____ is determining what the stimulus that consumers have detected actually is. a. Grouping b. Source identification c. Preattentive processing d. Habituation e. Zipping

b

_____ is the activation of sensory receptors by stimuli presented below the perceptual threshold. a. Preattentive processing b. Subliminal perception c. Habituation d. Motivation e. Organizational perception

b

_____ is the extent to which a stimulus is capable of being imagined. a. Novelty b. Concreteness c. Unexpectedness d. Prominence e. Habituation

b

_____ is the process of determining the properties of stimuli using vision, hearing, taste, smell, and touch. a. Grouping b. Perception c. Zipping d. Habituation e. Zapping

b

​Disposable cameras were unsuccessful when they were launched in the market. Consumers doubted whether they could take good pictures. When disposable cameras were repositioned "for those who forgot their camera on vacation" or "for those who do not want to ruin their expensive camera on the beach or slopes," sales increased. This could be best thought of as a successful example of marketers understanding: a. how consumers dispose of cameras. b. why consumers acquire cameras. c. media marketing techniques. d. the limits of disposable optical engineering. e. the information search process.

b

​_____ represents knowledge about ourselves and what has happened to us in our past, including emotions and sensations tied to past experiences. a. ​Conditional knowledge b. ​Episodic memory c. ​Symbolic memory d. ​Associative memory e. ​Tacit knowledge

b

. In the context of touch as a marketing stimulus, which of the following is a tactic to increase sales? a. Offering coupons b. Offering "scratch-and-sniff" ads c. Offering trial sizes d. Conducting contests e. Giving promotional deals

c

. _____ are a particular end state or outcome that a person would like to achieve. a. Subjective needs b. Values c. Goals d. Societal ethics e. Brand loyalties

c

A(n) _____ is a special type of schema that represents knowledge of the sequence of actions involved in performing an activity. a. endnote b. stimuli c. script d. extension e. prototype

c

Andoitine, a leading pharmaceutical company, makes Tonedeep, a medicine widely used for viral infections in children. However, doctors recently discovered that children who took this medicine could develop a serious blood disorder. This has led to Andoitine's recalling their product for further testing. This is an example of Andoitine: a. reducing clutter for brand image. b. reducing elaboration for a brand. c. protecting its brand image. d. creating a new brand name. e. increasing processing efficiency.

c

Applying the concept of correlated associations, when two brands with similar brand concepts become cosponsors of an event, _____. a. hybrid product categories can be merged b. an assimilated association can be formulated c. a positive image transfer can occur d. internal inferences can be reduced e. salient attributes can be added to a brand image

c

At Sulgen Bed and Bath store, the mattresses displayed are covered with linen and pillows are placed on the mattresses. This is done to influence the perception of the products. This setting is an example of _____. a. closure b. figure and ground c. grouping d. zapping e. zipping

c

Brands viewed as the best examples of a product category are called _____. a. processed brands b. salient brands c. prototypical brands d. graded brands e. equitable brands

c

Consumers are most likely to be exposed to ads: a. that are placed below their eye level at stores. b. that appear low on an Internet search list. c. within TV programs that interest them. d. for product categories they do not use. e. when they engage in zipping.

c

Consumers tend to use decision-making shortcuts when they: a. ​devote extra effort to process an information. b. are opportunistic. c. ​are less motivated. d. ​evaluate information critically. e. ​comprehend goal-relevant information.

c

Ellen is driving down the road with the car's radio on. An ad for a new store is being aired as Ellen maneuvers through heavy traffic. Although Ellen enjoys shopping and is always interested in new stores, she pays more attention to her driving than the ad. In this scenario, Ellen has limited _____ to pay attention to the ad. a. reasoning b. ability c. opportunity d. felt involvement e. cognitive capacity

c

Gregory, a pianist, wants to join a famous orchestra. He wants to buy an antique piano that has been put up for sale so that he can practice. In the context of consumer behavior, Gregory's desire to buy the piano is an example of _____. a. information search b. perception c. motivation d. exposure e. postpurchase evaluation

c

Identify a true statement about the consumer behavior process. a. Consumers do not make decisions about where to consume various products. b. Culture does not influence consumers' acquisition, disposition, or usage behavior. c. Consumer behavior is a dynamic process. d. Finding a new use for a tangible product is a way to dispose of an offering temporarily. e. Lending represents one type of acquisition behavior.

c

Identito Foods, a leading snack food brand, believes in delivering food products that are tasty and healthy. However, the marketing professionals at Identito Foods notice that it is difficult to convince consumers that their products taste good and are healthy at the same time. This scenario demonstrates an instance where consumers look at healthy food and lack of taste as _____. a. negative associations b. salient features c. correlated attributes d. line extensions e. inflexible effects

c

In the context of taxonomic categories being structured hierarchically, the finest level of differentiation exists at the _____. a. basic level b. initial level c. subordinate level d. summarized level e. superordinate level

c

In the context of the associations in schemas, which of the following is a dimension that is crucial to building and maintaining strong brands? a. Cocreation b. Readability c. Uniqueness d. Sourcing e. Competition

c

In the context of the different types of involvement, _____ exists when we show interest in an offering or activity over a long period of time. a. temporary involvement b. situational involvement c. enduring involvement d. affective involvement e. cognitive involvement

c

In the context of the hierarchical structure of information stored in memory, which of the following statements is true of people who ignore environmental cues? a. They do not form general beliefs about product categories. b. They concentrate on information about brand images. c. They tend to integrate pieces of information when storing them. d. They segregate information based on knowledge. e. They store information in a context-specific way.

c

Jackson recently canceled his cable television subscription. He continues to watch his favorite shows by streaming them online. In this scenario, Jackson is a(n) _____. a. spokesperson b. policy maker c. cord-cutter d. ethicist e. advocate

c

Jenny skips breakfast to attend an important meeting and is extremely hungry well ahead of lunch time. One of her goals at lunch is to eat a big and delicious meal. This is an example of a(n) _____. a. appraised goal b. abstract goal c. concrete goal d. hedonic goal e. affective goal

c

Jonathan loves using Giranne Car Wax on his vehicles. When someone notices his car, he always engages in a conversation about his favorite car wax. In this scenario, Jonathan displays _____ with Giranne Car Wax. a. social engagement b. model association c. felt involvement d. opportunistic behavior e. service affection

c

Jude wants to purchase a new mouse for his computer. He wants it to be ergonomic, functional, and durable. He invests considerable time and energy before making a decision. This is an example of _____. a. a disposition method b. long-term memory retrieval c. a high-effort decision d. postdecision evaluation e. diffusion of ideas

c

Kimberly needs to pick out a color to repaint her restaurant. Since the restaurant is located in a dreary setting, she wants the interior of the restaurant to encourage activity and excitement. In this case, which of the following colors will best suit Kimberly's purpose? a. Jade b. Violet c. Orange d. Green e. Blue

c

Magnira Inc. is trying to promote its cosmetics. It offers discounts to customers who post about its products' benefits in their social media accounts. This enables others to know about the company's products. In this case, customers of Magnira Inc. are involved in _____. a. co-branding b. disposing c. word of mouth d. brand extension e. perceptual mapping

c

Marketers can use _____ to uncover consumers' needs wherein they ask consumers to interpret a set of relatively ambiguous stimuli. a. scanner data b. direct observations c. indirect techniques d. physiological measurements e. electronic trackers

c

Michael is watching his favorite show on television when an ad catches his attention. He perceives that it is a life insurance commercial. In this scenario, Michael must _____ what he saw to retain information. a. be aware of b. have a high level of attention for c. comprehend d. visualize e. mentally and emotionally agree to

c

Nathan is a trained mountain climber. He is a member of a mountaineering club and dons the club's T-shirt during his expeditions. In this scenario, Nathan's T-shirt is an example of _____. a. a profane thing b. internal locus of control c. a symbol d. external locus of control e. a consideration set

c

Preattentive processing can be defined as: a. processing where most of the attentional resources are devoted to one thing. b. the higher-order processing activities. c. the nonconscious processing of stimuli. d. fast-forwarding through commercials on a program recorded earlier. e. switching channels during commercial breaks.

c

Psychological risk reflects consumers' concern about the extent to which a product or service: a. causes them a high level of physical stress. b. may not fulfill a functional need. c. fits with the way they perceive themselves. d. leads to high levels of affective involvement. e. may not fulfill a hedonic need.

c

Sally is in charge of erecting billboards along highways. The billboards display the logos of newly launched brands in the market. She believes that although drivers might not stop their vehicles and read the ads, they might notice the ads just enough for them to make an impact. In this scenario, the drivers might engage in _____. a. preference for the whole b. zipping c. preattentive processing d. figure and ground e. zapping

c

The fact that taxonomic category members vary in how well they are perceived to represent a category illustrates the principle of _____. a. correlated association b. co-branding c. graded structure d. a prototypical brand e. a goal-derived group

c

To reduce interference, marketers use visual and textual cues that reinforce each other. This tactic helps consumers to process _____, thereby improving retrieval. a. ​taxonomic hierarchical categories b. ​activated concepts c. ​second-language messages d. ​knowledge databases e. ​first-impression data

c

Understanding consumer behavior is crucial for _____ in developing policies and rules to protect consumers from unfair, unsafe, or inappropriate marketing practices. a. consumer cooperatives b. managers c. regulators d. reference groups e. advertisers

c

Which of the following is a way to increase the prominence of ads? a. Maintaining low signal and high noise b. Reducing the size of ads c. Using dynamic, fast-paced action d. Reducing the length of ads e. Decreasing the amount of space devoted to text within an ad

c

Which of the following statements is true of acquisition behavior? a. Attitudes toward materialism, status, and self-concept do not play a role in acquisition behavior. b. Consumers tend to procrastinate in redeeming coupons and gift cards when deadlines are close. c. Ways of obtaining goods and services include renting, leasing, trading, and sharing. d. Disposition represents one type of acquisition behavior. e. Acquisition behavior of one customer cannot be linked with disposition behavior of another customer.

c

Which of the following statements is true of color as a crucial factor in visual perception? a. Lightness of a color is also called chroma. b. Saturation refers to the depth of tone in a color. c. Warm colors generally encourage activity and excitement. d. Cool colors are appropriate in environments such as health clubs and fast-food restaurants. e. Softness is the pigment contained in a color.

c

Which of the following statements is true of consumers under time pressure to make a decision? a. They place less emphasis on negative information. b. They tend to be creative at coming up with novel solutions. c. They acquire limited information about a product or service. d. They place more emphasis on positive information. e. They process information very systematically.

c

Which of the following statements is true of focal attention? a. Consumers process information which is outside the focus of their attention. b. Information is processed in peripheral vision during focal attention. c. Focal attention happens when consumers focus on a stimulus. d. Limited attentional resources are devoted to focal attention. e. Consumers' focal attention is unlimited.

c

Which of the following statements is true of perceptual maps? a. The farther companies are to one another on the map, the more similar they are perceived to be. b. The closer companies are to one another on the map, the less likely they are to be competitors. c. Brands in the same quadrant of the map are perceived as offering similar benefits to consumers. d. Perceptual maps cannot be used to determine how offerings can be positioned. e. Perceptual maps are not depicted as graphs.

c

Which of the following statements is true when consumers are far away from implementing a goal?​ a. People prepare for the required activity and perform well. b. Competitive goals are given high priority. c. Abstract knowledge about the desirability of attaining the goal becomes salient. d. The focus lies on how to attain a goal without much effort. e. Concrete knowledge about the feasibility of attaining the goal becomes salient.

c

Which of the following statements is true when consumers are highly motivated to achieve a goal?​ a. ​They tend to evaluate information less critically. b. ​They devote little effort to processing information. c. ​They attempt to understand goal-relevant information. d. They use decision-making shortcuts. e. They put little effort in decision-making.

c

Which of the following statements is true when consumers see one brand alongside a second brand that has a completely different personality? a. The first brand will simulate more negative reaction than the second brand. b. The second brand will simulate more positive reaction than the first brand. c. The first brand will seem more distinctive than the second brand. d. The first brand's personality will seem to overlap with that of the second brand. e. The second brand will seem more distinctive than the first brand.

c

_____ is the minimal level of stimulus intensity needed to detect a stimulus. a. Ambivalence b. The construal level c. The absolute threshold d. Credibility e. The subliminal level

c

_____ is the tendency to show greater memory for information that comes first in a sequence. a. Ascendency b. Recency c. Primacy d. Dormancy e. Occupancy

c

_____ represents a somewhat higher, more meaningful level of processing than simply having stimuli register on consumers' sensory receptors. a. Source identification b. Selective exposure c. Perceptual organization d. Zipping e. Zapping

c

. Hesgrove Automobiles is a well-known car manufacturer. In one of its ads, its latest car is shown in a variety of locales, illustrating its ability to function on all terrains. The car is the focal point of attention, and the locales are relatively unnoticeable. In this case, the ad uses the principle of _____. a. preference for the whole b. preattentive processing c. zipping d. figure and ground e. grouping

d

A survey has been conducted by different groups of marketers to find out the taste interests of cake lovers. The survey reveals that some groups of consumers like low-sugar cakes and other groups of consumers like rich, fondant cakes. In this scenario, marketers are most likely to use consumer needs, goals, or values to: a. create new requirements for consumers. b. create new marketing beliefs. c. heighten emotional awareness. d. segment the market. e. stimulate cognitions.

d

An offering is a product, service, activity, or idea: a. that is acquired but not used by consumers. b. that is used but not acquired by consumers. c. marketed by a firm but not yet available in the marketplace. d. made available by a marketing organization to consumers. e. that is in the marketplace but not yet accepted by consumers.

d

Benjamin has been buying generic brake oil for years. When he watches an advertisement for a new type of brake oil, he pays attention to the ad and understands the information in it. In this scenario, Benjamin is involved in _____. a. problem recognition b. finding opportunity c. disposition d. perception e. making postdecision evaluation

d

Canis Inc., a market research firm, conducts a research study for Fresnas Inc., an automobile manufacturer. Canis Inc.'s research indicates that the minimum price increase needed for consumers to notice a change in price is $200. This minimum price increase is an example of _____. a. preattentive processing b. nonfocal attention c. subliminal perception d. differential threshold e. selective exposure

d

Cindy has had an interest in Barbie dolls since she was 7 years old. She continues to collect Barbie dolls and attends conventions with other Barbie doll enthusiasts. Cindy has _____ in Barbie dolls. a. reiterating involvement b. situational involvement c. cognitive involvement d. enduring involvement e. affective involvement

d

Consumers pay more attention to things that: a. are subliminal. b. are low in signal. c. are habituated. d. are concrete. e. are more verbal than visual.

d

Fourlotts Corp., a safety equipment manufacturer, sends brochures of its latest safety equipment to neighborhoods where theft or robbery is highly prevalent. In this scenario, Fourlotts Corp. is: a. organizing white sales. b. organizing sales promotions. c. determining consumer satisfaction with the attributes of a product. d. selecting a target market from among numerous segments. e. acting as policy makers.

d

George goes to a restaurant for dinner with his family. The service and the food at the restaurant are not up to standard. After they leave, George wonders whether his choice of restaurant was good. In this case, George is in the _____ stage of making decisions. a. problem recognition b. information search c. pretesting d. postpurchase evaluation e. acquisition

d

Helma needed to find a lawn mower to remove weeds that had grown rapidly after recent rains. Her need is best classified as a(n) _____. a. self-actualization need b. symbolic need c. hedonic need d. functional need e. egoistic need

d

In the context of brand images and personalities being threatened during a brand crisis, strong prior brand images can act as a _____. a. disaster revival b. risk-enhancer c. consumer expander d. shock-absorber e. safety mechanism

d

In the context of retail merchandising, when products are organized according to benefit, consumers will perceive individual products in each category to be _____. a. most unique b. less desirable c. most exclusive d. less distinctive e. less ordinary

d

Jenna is reading a fashion magazine. While flipping through the pages, she notices a black-and-white photograph amidst a photoset containing vibrant colors. The black-and-white photograph may attract Jenna primarily because it is: a. an abstract stimulus. b. below her perceptual threshold. c. below her absolute threshold. d. in contrast with the competing stimulus. e. an habituated stimulus.

d

Joos Up, a leading soft drink company, recently launched several energizing drinks for young people. If a consumer's _____ of Joos Up is favorable, it may include such associations as "tastes great" and "boosts me up." a. brand priming b. scripted network c. knowledge content d. brand image e. knowledge structure

d

Joshua saw an online article with information that was slightly negative about the brand of personal computer he had just bought. He then looked up other articles on the Internet to see if this was the case. In this scenario, which of the following factors is affecting Joshua's motivation? a. Increase in aptitude b. Decreasing affective involvement c. Increase in perceived risk d. Inconsistency with attitudes e. Increasing risk aversion

d

Kimberly wants to learn about the latest developments in agricultural tools and equipment. She attends many trade shows and conferences on these products. In this case, Kimberly's action of attending these events is an example of _____. a. making judgement b. making postpurchase evaluation c. using symbol d. gaining exposure e. retrieving memory

d

Linda runs a small café. At the end of the day, she recycles all paper and plastic. In the context of consumer behavior, this is an example of _____. a. preattentive processing b. purchase behavior c. zapping d. disposition behavior e. zipping

d

One reason why so many prices end in the number 9 is that they: a. increase the credibility of manufacturers. b. are easy to understand for consumers. c. enhance consumer perception of product quality. d. are perceived by consumers to be cheaper. e. are fixed by market demand as default.

d

Our view of who we are and the way we think others view us is referred to as: a. self-projection. b. consumer image. c. consumer projection. d. self-concept. e. ego imaging.

d

Perceived risk is the extent to which a consumer: a. has the fear of using a product. b. has planned the consequences of an action. c. has spent time using and considering a product or service. d. anticipates negative consequences of an action. e. considers the potential rewards of using a particular product or service.

d

Personal relevance is something that: a. has an indirect bearing on the self. b. leads to lower or moderate levels of motivation. c. leads to a moderate inconsistency with prior attitudes. d. has potentially significant consequences or implications for our lives. e. allows us to know the enduring beliefs about what is right/wrong, important, or good/bad.

d

Problem recognition occurs when we: a. form an attitude. b. purchase an offering. c. expose ourselves to persuasive information. d. realize that we have an unfulfilled need. e. categorize information in a schematic framework.

d

Rad visits a posh restaurant while on vacation. He is aware that he will need to be well behaved while he enjoys his dinner. He knows that he will need to wait to be seated, speak in a quiet voice, and leave a tip. These are all parts of Rad's _____ for fine dining. a. prototypicality b. imaging c. salient behavior d. script e. graded structure

d

Saturation is also called _____. a. hue b. depth c. lightness d. chroma e. tone

d

Savor Rich coffee and Jolnes bottled water are both members of the beverage category. Although they have a few common associations, they also have many that are different. In this scenario, beverages are an example of a(n) _____ of categorization. a. parent level b. basic level c. exemplary level d. superordinate level e. subordinate level

d

Terri usually has the television on in the background while she works. She can recognize different ads during commercial breaks by their jingles. In this scenario, Terri recognizes the ads due to _____. a. habituation b. grouping c. closure d. sonic identity e. figure and ground

d

The process by which a consumer comes to own an offering is known as _____. a. usage b. disposition c. comprehension d. acquisition e. perception

d

Trisni Candies recently changed the size of its candy bars. Consumers noticed the change in the candy bars' size as soon as the new batch of candy bars were supplied to the market. In this scenario, the consumers noticed the change in the size of the candy bars because: a. they are habituated to the new candy bars. b. they are engaged in preattentive processing. c. the difference in the level of stimulus intensity is below their absolute threshold. d. the differential threshold of their visual perception has been crossed. e. the difference in size is below the just noticeable difference.

d

Which of the following is a concern associated with brand extensions? a. The brand associations that are transferred to the new product will be too strong. b. Motivation to process the brand image will be too high. c. The creation of a new brand name is impossible. d. The brand schema becomes less coherent and brand's image is diluted. e. Many associations are linked with the original brand name.

d

Which of the following is a disadvantage of using smell as a marketing stimulus? a. Smell does not entice consumers to try or buy a food product. b. Smell does not produce physiological and emotional responses in consumers. c. Consumers do not like products that mask aromas. d. Some consumers may dislike a product scent or find it irritating. e. Consumers do not perceive products through smell.

d

Which of the following is a way of disposing of an offering permanently? a. Buying b. Borrowing c. Finding d. Selling e. Leasing

d

Which of the following statements is true of consumers' perception of vision? a. Seeing more pictures of products being compared helps consumers be certain about their choices. b. Consumers' sensory experiences of a product are not influenced by the shape of the packaging. c. Color preferences are not affected by gender. d. Products in the center visually attract more attention than products from the side of the shelf. e. Brighter light decreases affective intensity.

d

Which of the following statements is true of marketing communication? a. Word of mouth spreads fastest through traditional print media. b. Word of mouth is marketer-controlled. c. Word of mouth seems less credible to consumers than messages directly controlled by marketers. d. Sales promotions include premiums, contests, sweepstakes, free samples, coupons, and rebates. e. A perceptual map measures consumers' physiological and neurological responses to marketing communications.

d

Which of the following statements is true of needs? a. They are cognitions that create inner value for consumers. b. They are deeper-level goals that reflect a high level of involvement. c. They create values that permanently motivate consumers. d. They reflect inner forces that create tension in individuals. e. They are effects that create outer value for consumers.

d

Which of the following statements is true of prevention-focused consumers? a. They are highly receptive to new products. b. They tend to be the target for marketers launching a new product. c. They are motivated to act in ways to achieve positive outcomes. d. They tend to preserve the status quo by staying with the option they know. e. They focus on hopes, wants, and accomplishments.

d

Which of the following strategies can help overcome consumers' habituation to stimuli? a. Including abstract stimuli b. Avoiding the use of competing stimuli c. Avoiding contrasting stimuli d. Altering marketing stimuli periodically e. Avoiding prominent stimuli

d

_____ are needs that relate to the meaning of our consumption behaviors to ourselves and to others. a. Social needs b. Functional needs c. Non-social needs d. Symbolic needs e. Hedonic needs

d

_____ is the extent to which category members are considered to be representative of a category. a. Addressability b. Scripting c. Correlated association d. Prototypicality e. Structural grading

d

_____ is the intensity of stimuli that causes them to stand out relative to the environment. a. Abstraction b. Concreteness c. Ambivalence d. Prominence e. Habituation

d

_____ refers to any aspect of a situation that diverts consumers' attention. a. Reasoning b. A comprehensive pause c. An opportunistic pause d. Distraction e. Cognition

d

_____ refers to the extent to which buying, using, or disposing of an offering is perceived to have the potential to harm one's safety. a. Social risk b. Uncertainty risk c. Time risk d. Physical risk e. Performance risk

d

_____ refers to the fact that individuals have a need to organize perceptions so that they form a meaningful whole. a. Preattentive processing b. Figure and ground c. Zapping d. Zipping e. Closure

e

According to Maslow's theory, _____ is the need for self-fulfillment and enriching experiences. a. egoistic involvement b. self-contentment c. societal need d. physiological need e. self-actualization

e

Alan became interested in baby toys when his daughter was born. His interest in the toys declined when his daughter turned 2 years old. This is an example of _____. a. internal motivation b. reasoning motivation c. reiterating involvement d. enduring involvement e. situational involvement

e

Anne considers herself an environmentalist. However, she also likes the convenience of bottled water. Purchasing water in a non-ecological, disposable, plastic bottle would be a _____ for Anne? a. performance risk b. physical risk c. safety risk d. social risk e. psychological risk

e

Anne wants to purchase a new computer. She decides to go on a vacation before making the purchase. In this case, her vacation provides her with the _____ to learn as much as possible about purchasing the computer. a. attention b. perception c. motivation d. exposure e. opportunity

e

Ben wants to purchase a new tablet. He spends a lot of time researching the latest features available on different brands of tablets. He extensively reads most of the technology consumer blogs. In this scenario, Ben has created a willingness to expend time and energy on preparations to purchase the target, making him a(n) _____ consumer. a. risk-taking b. strategic c. opportunistic d. self-centered e. motivated

e

Bill loved hang gliding. He enjoyed going out by himself to enjoy the thrilling sensation of flying like a bird. This is an example of a _____. a. social need b. functional need c. non-social need d. symbolic need e. hedonic need

e

Brenda records her favorite TV show on a digital video recorder because it is aired during her work hours. When she watches the recorded show later, she skips all the commercials and watches only the show. In this case, Brenda's actions can be categorized as _____. a. closure b. preattentive processing c. zapping d. figure and ground e. zipping

e

Cognitive style refers to a consumer's: a. decisions about brand choices, consumption, disposition, and spending. b. experience of being motivated with respect to a product or service. c. knowledge of and access to cultural resources. d. ability to accurately assess their physical resources. e. preferences for ways information should be presented.

e

Consumers' exposure to a brand is high when: a. the ads for the brand are aired right in the middle of a commercial break. b. the consumers do not use the brand. c. the brand is located at customers' waist-level at stores. d. the online ads for the brand are located near the content they want to focus on. e. the amount of shelf space allocated to the brand in stores is high.

e

Fructose Inc., a soft drink manufacturer, has launched a new advertising campaign. The slogan of the campaign is "Orange juice isn't just for breakfast anymore." The campaign is an example of: a. encouraging the collection of products. b. changing why people use orange juice. c. changing how people use orange juice. d. changing whether people use orange juice. e. affecting when people use orange juice.

e

Iconic memory is sensory memory of things we _____. a. smell b. touch c. taste d. hear e. see

e

Identify a true statement about preattentive processing. a. It does not affect consumers' consideration of a product or brand. b. It does not expose consumers to brand names or make the brand names familiar. c. It leaves limited resources for attentive processing. d. Emotionally charged commercials negatively influence preattentive processing. e. Consumers devote just enough attention to an object in peripheral vision to understand it.

e

In a grocery store, the beverages section of the floor contains sub-sections for juices, tea, coffee, and soft drinks. This denotes the usage of _____ within the retail environment. a. feature displays b. schemas c. correlated attributes d. prototypes e. hierarchical structures

e

In the context of brand extensions, stretchability of a brand depends on: a. consumers' rejection of the fit between the parent brand and other products on which it appears. b. preventing the transfer of meaning from the new branded product to the original brand schema. c. the usage differences between parent brand and associated products. d. finding consumers with the same degree of liking for a parent brand. e. consumers' ability to process relationships between the parent brand and associated products.

e

In the context of the hierarchically structured taxonomic categories, the superordinate level is the _____ of categorization. a. most specific level b. most associated level c. most delicate level d. finest level e. broadest level

e

_____ states that the stronger the initial stimulus, the greater the additional intensity needed for the second stimulus to be perceived as different. a. Social identity theory b. Hofstede's law c. The theory of optimal simulation level d. Trait theory e. Weber's law

e

Lavish Homes is a furnishing and home décor store that is suited to people of all classes and tastes. Consumers tend to describe the brand as a down-home, honest, thrifty, helpful, and working-class friendly. In this scenario, the consumers' descriptions reflect the _____. a. associative schema b. network associativity c. brand's image d. schematic orientation e. brand's personality

e

Sharon takes the same route to work every day. During her commute, she does not notice the billboards that have been there for more than a week. In this scenario, Sharon is experiencing _____. a. closure b. zapping c. zipping d. source identification e. habituation

e

Shelly went to buy toothpaste at a nearby store. She quickly checked whether either of the two brands she regularly bought was on sale, and she chose the cheaper one. Shelly's _____ in choosing the toothpaste. a. ability is low b. risks are high c. enthusiasm is high d. opportunity is low e. motivation is low

e

The difference between sugar cookies and cinnamon crackers is a fine one. This can be considered a(n) _____ of categorization. a. open level b. basic level c. exemplary level d. superordinate level e. subordinate level

e

The external signs we use, consciously or unconsciously, to express our identity are known as _____. a. addictions b. inept sets c. inert sets d. attitudes e. symbols

e

Vactin Corp., an apparel store, wants to create an air of mystery around its products. To advertise the store, it puts up billboards with the message "Would you like to know what is in store for you?" on a white background. This advertisement is an example of: a. using humor in advertising. b. an infomercial. c. reversal of figure and ground principle. d. preference for the whole principle. e. making stimuli personally relevant.

e

Weldine Inc. is an online seller of second-hand electronics. On Black Friday, it sells its products at a discount of 80 percent. This is an example of _____. a. advertising copy testing b. misleading advertising c. pretesting d. perceptual mapping e. white sales

e

When Hissone Corp. increased the size of its ads in billboards, its customer traffic increased because a lot of customers noticed the ads. This is due to _____ in advertising. a. concreteness b. abstractness c. novelty d. habituation e. prominence

e

Which of the following is a factor that affects whether a consumer regards something as a category prototype? a. Brand images b. Type of schemas c. Graded structures d. Schematic extensions e. Shared associations

e

Which of the following is a nonmarketing source of marketing stimuli? a. Salespeople b. Facebook messages c. Brand symbols d. Vine videos e. Consumer reviews

e

Which of the following statements is true of attitudes? a. They do not change over time. b. They are conscious and definite choices. c. They always culminate in a purchase decision. d. They do not play a role in acquisition behavior. e. They do not always predict behavior.

e

Which of the following statements is true of consumer behavior? a. It is limited to the study of how consumers buy products. b. It reflects the actions of a single consumer rather than a group of consumers. c. It is related to how consumers make acquisition decisions rather than disposition decisions. d. It deals with the purchase of tangible goods but not services. e. It affects decisions about managing debt.

e

Which of the following statements is true of cord-cutters? a. They drop streaming services in favor of cable or satellite television subscriptions. b. They refrain from binge-watching multiple episodes of a series in quick succession. c. They view commercials but mentally block them out. d. They make it easy for marketers to plan for ad exposure. e. They tend to have different media habits.

e

Which of the following statements is true of firms with an "exciting" brand personality? a. They face difficulty re-establishing strong customer relations after a crisis. b. Their consumers' fundamental perceptions of the brand are deteriorated after a crisis. c. They need to act more aggressively to support their brands after a crisis. d. Their consumers are reluctant to accept nonroutine experiences after a crisis. e. They have an easier time reinvigorating customer relationships after a crisis.

e

Which of the following statements is true of nonfocal attention? a. Information processing cannot take place during nonfocal attention. b. Nonfocal attention happens when consumers focus on a stimulus. c. Consumers are aware of engaging in nonfocal attention. d. Consumers' nonfocal attention is not divided. e. Limited attentional resources are devoted to nonfocal attention.

e

Which of the following statements is true of perceived risk? a. It is high when positive outcomes are unlikely. b. It is high when an old service or product is offered. c. It is high when an offering has a low price. d. It is high when an offering is technologically simple. e. It is high when negative outcomes are likely.

e

Which of the following statements is true of positioning? a. Positioning helps marketers identify consumers who have needs that are not being met. b. The desired image should reflect how a product is similar to the competition. c. Positioning helps consumers identify ways to dispose an offering. d. In a perceptual map, positioned brands share the same quadrant of other brands in the market. e. Positioning should suggest that the product is superior in one or more attributes valued by the target market.

e

Which of the following statements is true of prominence in marketing stimuli? a. Movement decreases prominence. b. Making ads less cluttered decreases prominence. c. Decreasing the amount of space devoted to text within an ad increases prominence. d. Prominent stimuli habituate consumers. e. Prominent stimuli stand out relative to the environment because of their intensity.

e

_____ is the process of systematically managing consumers' perception and experiences of marketing stimuli. a. Habituation b. Comprehension c. Skipping d. Gaining exposure e. Sensory marketing

e

_____ means coming into physical contact with a stimulus. a. Inference b. Motivation c. Ability d. Opportunity e. Exposure

e

A brand name is better remembered when placed in an ad that has interesting and unrelated visuals. a. True b. False

f

A need is an external state of tension experienced as a similarity between the current state and a desired state. a. True b. False

f

According to Maslow, people generally fulfill higher-order needs before they fulfill lower-order needs. a. True b. False

f

Although consumers have different goals over time, they have goal-derived categories that are consistent. a. True b. False

f

An infomercial is advertising that takes the form of editorial content. ​ a. True b. False

f

Attention is unlimited and cannot be divided. a. True b. False

f

Concepts connected by weak links are more likely to activate each other than are those connected by strong links. a. True b. False

f

Consumers appear to more quickly access information about brands they encounter when they are old compared to when they are younger. a. True b. False

f

Consumers find nontechnical and qualitative data more difficult to handle than technical or quantitative information. a. True b. False

f

Consumers who consider indulging in a purchase expect to have more positive than negative feelings when a strong justification for the indulgence is lacking. a. True b. False

f

Disposition is the process by which a consumer uses an offering. a. True b. False

f

Echoic memory is sensory memory of things we see. a. True b. False

f

Exposure to commercials is low when they air at the beginning or end of a commercial break within a program. a. True b. False

f

Firms with a sincere brand personality may have an easier time reinvigorating customer relationships after a crisis because consumers are less surprised by nonroutine experiences with such brands. a. True b. False

f

Implicit memory is when consumers are consciously aware that they remember something. a. True b. False

f

Independent of educational level and income, people high in financial literacy have higher debt rates and lower savings. a. True b. False

f

Marketers can increase the likelihood of information processing by presenting messages at a time of day when consumers are most likely to be distracted. a. True b. False

f

Marketing managers need to understand consumer behavior to protect consumers from unfair, unsafe, or inappropriate marketing practices. a. True b. False

f

Memory can be enhanced through elaboration that involves rote memorization. a. True b. False

f

One reason marketing managers study consumer behavior is to create public awareness of inappropriate practices. a. True b. False

f

Positioning close to the prototype can be an effective way to differentiate a brand. a. True b. False

f

Preattentive processing takes place during focal attention. a. True b. False

f

Product distribution and shelf placement do not affect consumers' exposure to brands and packages. a. True b. False

f

Research indicates that consumers find it difficult to understand the differences between brands when they view a chart, matrix, or grid comparing brands and their attributes. a. True b. False

f

Self-actualization is the need for prestige, success, accomplishment, and self-esteem. a. True b. False

f

Self-concept is the abstract, enduring belief about what is right/wrong, important, or good/bad. a. True b. False

f

Situational involvement is a long-term interest in an offering, activity, or decision. a. True b. False

f

. Fulfilling social needs requires the presence or actions of other people. a. True b. False

t

. If consumers are distracted from an ad, they devote less attention to it. a. True b. False

t

3. Buying represents one type of acquisition behavior. a. True b. False

t

A chunk is a group of items that are processed as a unit. a. True b. False

t

A person is extremely prone to motivated reasoning when his or her self-esteem is at stake.​ a. True b. False

t

Before consumers can make decisions, they must have some source of knowledge or information upon which to base their decisions. a. True b. False

t

Consumers can be exposed to marketing stimuli at any stage of the decision-making process. a. True b. False

t

Consumers control their exposure to marketing stimuli. a. True b. False

t

Culture refers to the typical or expected behaviors, norms, and ideas that characterize a group of people. a. True b. False

t

Despite skipping and zipping, prior exposure to an ad improves consumers' recall of the message but increases consumers' tendency to avoid previously seen ads. a. True b. False

t

Episodic memory tends to be very personal and idiosyncratic because we each have a unique set of experiences. a. True b. False

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Experts' associative networks are more interconnected than the networks of novices. a. True b. False

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Marketing stimuli can be made pleasant by using attractive models, humor, and music in ads. a. True b. False

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One way to increase personal relevance of stimuli is by using dramas and mini-stories that depict the experiences of actors or consumers through a narrative in one or more ads. a. True b. False

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Physical capabilities can affect how, when, where, and whether consumers make decisions and take actions. a. True b. False

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The many factors that affect acquisition, usage, and disposition decisions can be classified into four broad domains: the psychological core, the process of making decisions, the consumer's culture, and consumer behavior outcomes. a. True b. False

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Voters are more likely to be motivated to support a politician who expresses their values. a. True b. False

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