Buyer behavior Chpt 11

The source of a communication represents

"who" delivers the message.

__________ is the first strategy a loyal consumer uses when their favorite brand is attacked with negative information

discrediting

Simply presenting a brand to an individual on a large number of occasions to make the individual's attitude toward the brand more positive is known as

mere exposure.

Generally speaking, compared to attitudes formed under the peripheral route, attitudes formed under the central route tend to be

more predictive of behavior. more accessible from memory. more resistant to counterpersuasion attempts. stronger. All of these choices are correct.***

How does mere exposure enhance attitudes?

through enhanced familiarity

The owner of a local restaurant wants to enhance consumers' attitudes toward his restaurant by changing the affective component of their attitude. Which of the following is an appropriate approach to achieve this objective?

Use positive music in their advertisements so that over time consumers will transfer the positive affect associated with the music to the restaurant.

Feelings or emotional reactions to an object reflect the __________ component of an attitude.

affective

Spokescharacters can be

animated animals. animated people. animated products. animated objects. All of these choices are correct.**

A learned predisposition to respond in a consistently favorable or unfavorable manner with respect to a given object is known as a(n)

attitude

Segmenting consumers on the basis of their most important attribute or attributes is called

benefit segmentation.

Appeal characteristics represent __________ a message is communicated.

how

__________ refers to presenting one of two equivalent value outcomes either in positive or gain terms or in negative or loss terms.

message framing

Kellogg recently dropped Olympic swimmer Michael Phelps as a celebrity endorser. Kellogg's decision was based on

negative behavior involving the celebrity.

Tony the Tiger, the Jolly Green Giant, and the Aflac duck are examples of

spokescharacters.

__________ consists of trustworthiness and expertise.

Source credibility

Nike has several models of athletic shoes, and most have high functionality. However, several models are also sleek looking and can actually make a fashion statement for the wearer as well as performing the functional aspects of the product. By going beyond the cognitive associations of functionality and attempting to tap consumers' affective reactions, Nike and other marketers are developing products with

aesthetic appeal.

Kimberly-Clark is interested in mothers' emotional reactions to their Huggies brand of disposable diapers, which usually have popular characters or cute designs printed on them. Which component of attitude is Kimberly-Clark interested in?

affective

Marketers must promote __________ rather than __________, especially for less knowledgeable consumers and for complex products.

benefits, features

Carissa is highly involved is a purchase decision for a new car. She has searched the Internet, visited car dealerships, talked to friends and family, and paid attention to advertisements. According to the elaboration likelihood model, by which route is Carissa likely to be persuaded?

central route

For years, American automobiles did not have the level of quality that foreign, particularly Japanese, automobiles had. However, that has changed, and most automobiles built in the United States have comparable or superior quality than imports. Consumers' attitudes are slow to change, however, and marketers must use which strategy to change the cognitive component of consumers' attitudes?

change beliefs

An advertisement for AT&T long distance telephone service split the screen in two and showed a person on each screen talking on the telephone. Below each person, there was a running total of the cost of the call. At the end of the commercial, the total cost on the AT&T side was lower than that for the Sprint side. This is an example of which type of ad?

comparative ad

__________ is used by loyal consumers, whereby they "seal off" the negative information as a way to quarantine.

containment

A long-running television commercial for Dial soap would show an individual in various situations with other people (e.g., car pool or elevator). This individual would join the others and look around, appearing to be in discomfort. Then a voice over would say, "Aren't you glad you used Dial... don't you wish everyone did?" Which type of appeal does this illustrate?

fear appeal

An advertisement for the Honda Civic Hybrid featured gas mileage in the subheading (49 city/51 highway). The copy also noted that owners of this automobile may be eligible for a clean-fuel tax deduction. At the time this ad appeared, gas was over $3.00 per gallon, which made the information important to consumers. This is an example of which type of appeal?

utilitarian appeal

Online marketers attempt to simulate "touch" by creating a(n)

virtual direct experience. online simulated experience. ability to experience products in a virtual context. enhanced content, such as videos for experiential products. All of these choices are correct.***