Consumer Behavior Exam 1

Skippy is a well-known brand of peanut butter that recently introduced a line of snack bars bearing the Skippy name. This is an example of

a brand extension

Which of the following can be a component of a multiattribute model?

a consumer's attitude toward a particular brand a consumer's belief about how a brand performs on a given attribute the importance the consumer attaches to an attribute a consumer's ideal level of performance on an attribute

__________ refers to the capacity of individuals to attend to and process information.

ability

Janice and her mother were visiting an art gallery, and they were looking at modern art. When they came to one painting, Janice said, "I like that." When her mother asked her why she liked it, all she could say was, "I don't know, I just like it." Which component of attitude does this represent?

affective

SAM (Self-Assessment Manikin) is used to assess which component of attitude?

affective

Elizabeth is 15 years old and is asking her parents for more freedom. She wants to make more of the decisions that affect her, such as the clothes she wears, how late she can stay out, and what school she attends. This is an example of Elizabeth's need for

autonomy

Low-involvement learning often involves

classical conditioning iconic rote learning modeling

Maslow's hierarchy of needs includes all except which of the following?

cognition

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

containment

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

discrediting

Which of the following stages of the information-processing model constitute perception?

exposure, attention, and interpretation

After a very negative service encounter, Sam vents his emotions and seeks emotional and problem-focused assistance from others. What is this called?

expressive support seeking

Affective preservation motives include the need for tension reduction, teleological needs, need for expression, and need for ego defense.

false

Learning cannot occur in the absence of reinforcement.

false

Self-concept indicates that consumers are relating brand information to themselves.

false

product placement is subliminal

false

Which type of learning situation is one in which the consumer is motivated to process or learn the material?

high involvement learning

__________ is a series of activities by which stimuli are perceived, transformed into information, and stored.

information processing

Which of the following is a factor that may account for inconsistencies between measures of beliefs and feelings and observations of behavior?

lack of need, failure to consider relative attitudes, failure to consider interpersonal influence, failure to consider situational factors

Nick looked up a phone number in the telephone directory, and instead of writing it down, he kept repeating it to himself over and over until he could punch the numbers and make the call. Which of the following describes what Nick was doing?

maintenance rehearsal

Motives that are known and freely admitted are called

manifest motives

__________ meaning is the specific meaning assigned a word by a given individual or group of individuals based on their experiences, expectations, and the context in which the term is used.

psychological

Which of the following is not a specific learning theory?

schematic

According to Maslow, all humans acquire a similar set of motives through genetic endowment and social interaction.

true

Conflicts between motives are rare.

true

Echoic memory is the memory of sounds, including words.

true

Advertisements for BC Headache Powders usually show blue-collar workers using this product to obtain fast pain relief caused by their job (e.g., heavy lifting). Which advertising tactic is BC using to communicate its brand personality?

user imagery

Which of the following is true regarding consumers who are highly involved in a specific product category?

They are more likely to pay attention to relevant marketing messages. They are more likely to engage in analytical reasoning to process and learn new information. They are more likely to seek out information from numerous sources prior to a decision. They are more likely to act as opinion leaders.

__________ advertising is perhaps the fastest growing alternative media, allowing for exposure to __________ who tend to avoid traditional media, such as TV.

Video game, young males age 18-24

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

Kevin is shy and doesn't really like to be around others. Most of the others from his high school that went to the same college he did got involved in student organizations, such as fraternities and sororities, business organizations, and religious groups, but Kevin didn't join anything. Kevin has a low need for

affiliation

Consumers who actively complain when a product is not satisfactory are probably fulfilling __________ need.

an assertion

The tendency of many consumers to discount claims made by sales people can be explained in part by

attribution theory

Addison is a brand manager and wants consumers to form attitudes that are strong, resistant to counterpersuasion attempts, more accessible from memory, and more predictive of behavior. Which route of the elaboration likelihood model should he encourage consumers to take?

central route

The elaboration likelihood model posits two routes to persuasion, which are the

central route

Coca-Cola does not advertise during the evening news because the marketer does not want the often negative information reported on the news to create a negative feeling toward the brand. Which type of learning creates an association between the brand and some response?

classical conditioning

__________ involves presenting an incomplete stimulus with the goal of getting consumers to complete it and thus become more engaged and involved.

closure

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

Which of the following are abstractions of reality that capture the meaning of an item in terms of other concepts?

concepts

The willingness to buy a particular product or service is known as

demand

Which type of ad is designed primarily to elicit a positive affective response rather than to provide information or arguments?

emotional ad

Leslie was participating in a market research study, and she was asked to list all of the brands of computer printers that come to her mind. She listed HP, Epson, and Lexmark. These brands represent Leslie's

evoked set

__________ occurs when a stimulus is placed within a person's relevant environment and comes within range of their sensory receptor nerves.

exposure

Flashbulb memories are fleeting experiences that tend to be forgotten quickly.

false

Format refers to the placement of an object in physical space or time.

false

Reasoned-action theory suggests that if a stimulus doesn't change, over time we adapt or habituate to it and begin to notice it less.

false

The elaboration likelihood model (ELM) of persuasion posits two routes to persuasion: direct route and indirect route.

false

The process of encouraging partial responses leading to the final desired response is known as classical conditioning.

false

For which type of products can affect, emotions, and Aad play a role in more conscious, high-involvement settings?

hedonic products

Perception is a process that begins with consumer exposure and attention to marketing stimuli and ends with consumer

interpretation

Which of the following is a motivational state caused by consumer perceptions that a product, brand, or advertisement is relevant or interesting?

involvement

Which of the following statements is true?

it is hard to "unlearn", learning can happen subconsciously, experience (e.g., pushing a button gets results) can result in learning

In which type of learning situation does the consumer have little or no motivation to process or learn the material?

low-involvement learning

James is interested in just about any type of electronic equipment, such as digital video recorders, computers, smart TVs, and digital cameras. He subscribes to several magazines devoted to these types of products, and he visits several different websites to learn more about these products. Which individual factor affecting attention is influencing James to attend to information about these products?

motivation

What are the major individual factors affecting attention?

motivation and ability

Which of the following statements is false regarding situational factors affecting attention?

motivation and ability are two major situational factors affecting attention

Duane is attempting to determine consumers' attitudes toward his restaurant by asking them their beliefs about how his restaurant performs on several attributes, such as price, ambience, quality of the food, and friendliness of service. Consumers can rate his restaurant with a score of 1 to 7 for each of these attributes, with 7 being the highest. Duane adds up the scores to see how he performs, using the assumption that a higher total is better. At a basic level, which type of model is Duane using?

multi attribute attitude model

Which of the following statements is false regarding schemas?

once an associative link is formed, it is permanent

Changing behavior prior to changing affect or cognition is based primarily on

operant conditioning

The more often a response is reinforced, the more likely it will be repeated in the future as consumers learn that the response is associated with a positive outcome is the basic premise of which type of learning?

operant conditioning

Which type of conditioning requires that consumers first engage in a deliberate behavior (i.e., trying the product) and come to understand its power in predicting positive outcomes that serve as reinforcement?

operant conditioning

While any given advertisement for a product may focus on only one or a few purchasing motives, the

overall campaign should attempt to position the product in the schematic memory to correspond with the target market's purchase motives and advertising campaign needs to cover all the important purchase motives of the target market.

The voluntary and self-selected nature of online offerings where consumers "opt in" to receive email-based promotions is often referred to as

permission-based marketing

Many victims of hurricane Katrina were left without their homes, food, and water—basic necessities for living. Based on Maslow's hierarchy of needs, which motives were activated for these individuals?

physiological

Which group of consumers is better able to chunk product information?

product experts

Which of the following is a situational factor affecting attention?

program involvement

Two prominent sets of motives under regulatory focus theory are termed

promotion and prevention

Sam doesn't know much about digital video recorders, so when he went shopping for one, he decided on the model that had the highest price and the best warranty as well as one he had seen a lot of advertising for. Sam used these factors as

quality signals

Which of the following is considered a dimension of brand personality?

ruggedness, excitement, sincerity, competence

Which type of memory structure is a complex web of associations?

schema

Procter & Gamble, the maker of Crest brand toothpaste, has modified this brand to include whiteners. To encourage consumers to adopt this brand, P&G gave away free samples along with a high value coupon on the purchase of a tube. The hope was that consumers would try the brand, purchase it at a discount, and finally buy it at full price. This is an example of

shaping

Which factor affecting attention includes stimuli in the environment other than the focal stimulus (i.e., the ad or package) and temporary characteristics of the individual that are induced by the environment, such as time pressures or a crowded store?

situational factors

Which of the following occurs when a company provides financial support for an event such as the Olympics or a concert?

sponsorship

Which characteristic of a logo has been found to lead to higher levels of logo liking?

symmetrically balanced

The tendency of many consumers to discount claims made by sales people and ads is related to the need

to attribute causation

A consumer's tendency to initially react to a new product as though it were the same as similar existing products is most likely to be based on a need

to categorize

Segmenting consumers on the basis of the most important attribute or attributes is called benefit segmentation.

true

The cognitive component of attitude consists of a consumer's beliefs about an object.

true

Instead of featuring any functional benefits of the product or brand in ads for the iPod, this product was introduced by showing a silhouette of a person dancing with the white earbuds and holding a white iPod MP3 player. Which type of advertising appeal does this illustrate?

value-expressive appeal