consumer behavior chapter 4

. Which of the following is an example of haptic perception?

A consumer touching a new brand of towels

Miss, a popular brand of women's clothing, introduces a new line of luxury evening wear. The management of Miss wants to position the new collection as plush, sophisticated, and feminine. Which of the following print media advertisements is most likely to have the intended effect?

An ad featuring a model in a golden dress with the brand logo in script font as the background

Which of the following television advertisements for Bright, a toothpaste brand, is likely to appeal more to a right brain-dominant consumer than to a left brain-dominant consumer?

An advertisement that shows Bright being used by a dentist to clean magnified dentures

Which of the following statements is true of consumer comprehension?

It does not always occur in the way it is intended

Which of the following statements is true of workbench memory?

It has limited capacity

Which of the following is true of negatively framed information?

It increase's consumers perceived value of a product

is a schema representing an event.

a script

Gustav and his wife visit a new restaurant because they have heard good reviews about the restaurant's food, ambience, and service. The waitress who attends their table is efficient, tactful, and mannerly, exactly how he expects waitresses to be. In the context of Gustav's experience, which of the following does the waitress represent?

a social schema

Echoic storage is the storage of:

auditory information as an exact representation of a sound

is the process of grouping stimuli by meaning so that multiple stimuli can become one memory unit.

chunking

of the marketing message has occurred when consumers, after reading an advertisement for a clothing store, believe that they will get 50 percent discount on the purchase of a second item of equal or lesser value.

comprehension

refers to the interpretation or understanding a consumer develops about some attended stimulus based on the way meaning is assigned.

comprehension

The management of Drops & Dew, a winery, introduces a new wine that has golden packaging and product information written in a gothic font. Which of the following is most likely to be the response of consumers toward the wine and the marketing message?

consumers are likely to be attracted by the bright color and perceive the product to be of premium quality

Which of the following statements is true of the characteristics of a message receiver?

consumers beliefs of what will happen in a future situation situation have an impact on their comprehension of the environment

Which of the following is true of the physical characteristics of a message?

consumers derive meaning from both the actual text of a message and the visual presentation of the message

Consumers are said to have developed _____ toward a marketing message if they develop thoughts that contradict the message.

counterarguments

is a process in which two different sensory traces are available to remember something.

dual coding

refers to the extent to which a person continues processing a message even after he or she develops an initial understanding in the comprehension stage.

elaboration

Fred and his wife are celebrating their 20th wedding anniversary. Fred still remembers the night he asked his wife to marry him. He remembers details such as the look on her face, the good food, and the music that was playing. In the given scenario, Fred's memory of the night is an example of

episodic memory

When Jenna was young, she and her mother would have a girls' night out every month. They would go shopping, watch a movie, and have dinner. These nights were very special for Jenna. As an adult, she fondly remembers those experiences as some of her happiest memories. The given scenario illustrates

episodic memory

refers to the memory for past events in one's life.

episodic memory

Harley-Davidson can be considered a(n) _____ of the motorcycle category because it is the single best representative of the category.

exemplar

Studies indicate that consumers cannot identify their "favorite" brand of beer without the label. This sort of association is created because of consumers

expectations

Advertisements for hygiene products such as toothpaste and mouthwash tend to feature doctors as spokespersons endorsing the products. Consumers perceive these doctors to possess a substantial knowledge on health and hygiene. Which of the following characteristics of the message source is represented by this example?

expertise

Todd's parents are going to visit him, and he wants to take them out for dinner to an upscale restaurant. He is not sure about which restaurant to visit, so he asks his boss, who often patronizes upscale restaurants, for suggestions. Which source characteristic of his boss did Todd most likely consider when he asked for a suggestion?

expertise

A chunk includes seven memory units.

false

A consumers' knowledge for a brand or product is contained in a node.

false

A prototype can differ from one person to another based on their unique experiences.

false

Consumers tend to comprehend and remember more from an ad that is presented with congruent material surrounding it.

false

Consumers who reach the elaboration stage are least likely to meaningfully encode information.

false

Consumers' declarative knowledge is always correct, but consumers do not always act upon the beliefs this knowledge represents.

false

Habituation refers to unintentional, spontaneous, recurrent memory of past and sometimes long-ago events that are not necessarily triggered by anything in the environment.

false

In terms of comprehension, familiarity can increase a consumer's motivation to process a message.

false

Internal factors within a consumer rarely influence the comprehension process of a marketing message.

false

Knowledge in long-term memory is stored in echoic storage.

false

Marketers should maximize incongruity in marketing messages if the primary goal is to create a favorable attitude rather than increased comprehension.

false

Personal elaboration means that other things are vying for processing capacity when a consumer rehearses information.

false

Positively framed information primes losses, which consumers wish to avoid, and encourages consumers to be more willing to take a chance on a product.

false

Right brain-dominant consumers tend to deal better with verbal processing.

false

Sensory memory creates a lot of opportunity for intentional learning.

false

The greater the movement, the larger the picture, or the louder the sound, the less likely a consumer is to attend and comprehend something from a message.

false

The strength of sensory memory is duration, but the weakness is capacity.

false

When a consumer retrieves information from long-term memory, it is processed once again in sensory memory.

false

is a phenomenon in which the meaning of something is influenced by the information environment.

framing

. Gottahave is a cereal brand. The company used to feature its mascot, an animated giraffe, in its TV commercials, to attract viewers' attention. Initially, viewers would watch the commercial. However, after they had been exposed to the commercial many times, they began to expect the appearance of the giraffe and tended to tune out the commercial. The consumers' response to this overexposure is an example of

habituation

Alice, a five-year-old, used to cry and protest whenever her mother took her to the dentist for dental checkups. However, after a few visits, Alice stopped crying, even though she still does not like going to the dentist. This change in Alice's response to dental visits is an example of

habituation

is the process by which continuous exposure to a stimulus affects the comprehension of and response to some stimulus.

habituation

Brain dominance refers to the phenomenon of ____.

hemispheric lateralization

The amount of information available for a consumer to process within a given environment is known as

information intensity

Henry's 75-year-old grandfather, Tim, has a passion for technology. He can operate Henry's new smartphone with ease. While growing up, Tim had no exposure to technology. However, because of his interest in cell phones, Tim keeps himself updated with new technology through advertisements on TV. He also takes the effort to visit the sites mentioned in the advertisements to gather further information. Which of the following message receiver characteristics is best illustrated by Tim's reaction to the advertisements promoting cell phones?

involvement

In the context of the storage areas within the human brain, sensory memory:

is considered to be preattentive

social schema

is the cognitive representation that gives a specific type of person meaning.

The psychological process through which knowledge is recorded and stored is known as

memory

89. A _____is the mental path by which some thought becomes active.

memory trace

views the memory process as utilizing three different storage areas-sensory memory, workbench memory, and long-term memory-within the brain.

multiple store theory of memory

In the context of associative networks, _____ represent association between nodes.

paths

provides a consumer with the deepest comprehension and greatest chance of accurate recall.

personal elaboration

Joanna looks out for good bargains when she goes shopping. She once bought a T-shirt that was priced at $50 and perceived it to be a good deal as all the other clothes were priced higher. However, on her next shopping trip, she dismissed the same T-shirt as expensive as other clothes were being sold at lower prices. Joanna's varying interpretation of the value of the same product is an example of

priming

Which of the following theories hypothesizes that the way in which information is framed differentially affects risk assessments and associated consumer decisions?

prospect theory

is a schema that is the best representative of some category but that is not represented by an existing entity.

prototype

The process of remembering something by repeatedly thinking of it is known as

rehearsal

In the context of the four mental processes that help consumers remember things, _____ is the weakest form of learning.

repetition

The process through which consumers reconstruct memory traces into a formed representation of what they are trying to remember or process is known as

response generation

The process by which information is transferred back into workbench memory for additional processing when needed is known as

retrieval

is a portion of an associative network that represents a specific entity and thereby provides it with meaning.

schema

Information stored in long-term memory is coded with _____, which means the stimuli are converted to meaning that can be expressed verbally.

semantic coding

Jeremy and his girlfriend go to a club to dance. Jeremy feels happy when he is dancing with her and enjoys the music and the food. In the given scenario, Jeremy's experience of the night is most likely to be stored in his

sensory memory

Sam, a high school student, lives in a busy neighborhood. When he sits down to study, he can hear different sounds, such as a phone ringing somewhere, a baby crying, a car honking, even though he does not pay much attention to these sounds. In this case, these sounds will be stored in Sam's

sensory memory

Sara sees a beautiful golden dress in a store. However, she feels that the golden dress is expensive and does not even check the price though the sign next to it says "affordable elegance." Which of the following theories would best account for Sara's comprehension of the dress as expensive?

signal theory

Miller's Law

states that the capacity limit for workbench memory is between three and seven units of information.

is a small piece of coded data that helps to retrieve a particular piece of knowledge onto workbench memory.

tag

19. Consumers derive expectations for service encounters from scripts.

true

A stereotype captures the role expectations of a person of a specific type.

true

Attempts to demarket a product can be implemented by stigmatizing consumption with a negative stereotype.

true

Comprehension applies not only to consumer learning but also to consumers' attitudes.

true

Consumers display a preference for things that are consistent with their prior knowledge.

true

Declarative knowledge is represented in an associative network by two nodes linked together by a path.

true

Episodic memories and scripts both can include knowledge necessary for consumers to use products.

true

Every concept within a consumer's associative network is linked to every other concept.

true

Every time a consumer encounters a supportive instance of declarative knowledge, that knowledge becomes stronger.

true

Hemispheric lateralization influences metaphor comprehension.

true

If consumers do not tag information in a meaningful way, the encoding process results in errors.

true

Long-term memory represents permanent information storage.

true

The more involved a consumer is with a message, the lesser will be the capacity of his workbench memory.

true

The more natural a font used for a logo appears, the more positive the brand's personality.

true

The phenomenon of consumers realizing that, as consumers, they belong to certain categories of person types falls under the general heading of social identity.

true

With elaboration, increased information is retrieved from long-term memory and attached to the new information and understanding.

true

In the context of a message source, _____ refers to a consumer's perception of how honest and unbiased a source is.

trustworthiness

is the storage area in the memory system where information is stored and encoded for placement in long-term memory and eventually retrieved for future use.

workbench memory