Exam 2 Consumer behavior

_____ reference groups serve as benchmarks for specific or narrowly defined attitudes or behavior. A) Comparative B) Normative C) Membership D) Informal E) Symbolic

A) Comparative

_______ portray consumers' attitudes with regard to an attitude object as a function of consumers' perceptions and assessment of the key attributes or beliefs of that object. A) Multiattribute attitude models B) Functional models C) Dual mediation models D) Cognitive dissonance theories E) Tricomponent attitude models

A) Multiattribute attitude models

________ includes means of interactions among people in which they create, share, and exchange information and ideas in virtual communities and networks. A) Social media B) Traditional media C) Retargeting D) Mass media E) Application media

A) Social media

_________ is an unpaid form of promotion, oral or written, in which satisfied customers tell other people how much they like a business, product, service or event. A) Word-of-mouth B) Source credibility C) Comparative influence D) Normative influence E) Symbolic influence

A) Word-of-mouth

Innovators, early adopters, early majority, late majority, and laggards are all ________. A) adopter categories B) diffusion stages C) communications theories D) marketing strategies E) innovation strategies

A) adopter categories

In a consumer behavior context, ________ are learned predispositions to behave in a consistently favorable or unfavorable way with respect to a given object. A) attitudes B) beliefs C) values D) feelings E) intentions

A) attitudes

__________ is the tendency of some consumers to continue buying the same brand of goods rather than competing brands. A) brand loyalty B) brand equity C) positive reinforcement D) consumer learning E) perceptual blocking

A) brand loyalty

A ___________________ involves a celebrity who attests to the product's quality based on his/her own personal usage of the product. A) celebrity testimonial B) celebrity endorsement C) celebrity actor D) celebrity spokesperson E) celebrity official

A) celebrity testimonial

The first people to purchase a new product are considered ________. A) consumer innovators B) nonadopters C) laggards D) trial drivers E) test consumers

A) consumer innovators

Uncovering ________ is the primary objective of marketers as they seek to teach consumers how they can fill their needs by buying certain products and brands. A) consumer motives B) consumer cues C) covert responses D) overt responses E) reinforcement mechanisms

A) consumer motives

Stimuli that ______________with their environment are more likely to be noticed. A) contrast B) function C) coincide D) match

A) contrast

_______is a multiattribute model, meaning it has three elements: attributes, beliefs, and weights and allows many pieces of information to be evaluated and applied to form a behavioral prediction. A) fishbein model B) celebrity model C) peripheral route model D) functional model E) dual mediation model

A) fishbein model

A(n) ______________________ provides companionship, security, and opportunities to discuss problems that an individual might be reluctant to discuss with family members. A) friendship group B) shopping group C) virtual community D) advocacy group E) aspirational group

A) friendship group

In order to be persuasive, the receivers ________. A) must decode the messages the way the senders intended B) must like humor appeals C) must like sexual appeals D) must like violent images E) all of the above

A) must decode the messages the way the senders intended

Facebook is so powerful because users "pay" for the Facebook service by providing Facebook with data about their interests, hobbies, activities, opinions, shopping, friendships, and social contacts called: A) paid social media B) owned social media C) earned social media D) covert social media E) exclusive social media

A) paid social media

A stimulus may be too faint or brief to be consciously seen or heard, such as a deeply embedded or a very briefly flashed image, but may still be perceived by one or more sensory receptor cells. This is called ________. A) subliminal perception B) sequential transition C) supraliminal perception D) sensory adaptation E) perceptual blocking

A) subliminal perception

The consumer's earliest and often most influential reference group is __________________. A) the family B) their religious organization C) their classmates D) their friends E) their heroes

A) the family

Which of the following is true of consumer brand beliefs in the context of changing consumer attitudes? A) Consumers tend to interpret ambiguous information in ways that challenge their preexisting attitudes. B) Consumers frequently resist evidence that challenges strongly held attitudes or beliefs. C) The easiest way to change consumer attitudes is to attack longstanding brand beliefs. D) Consumers generally embrace evidence that challenges strongly held attitudes and beliefs. E) Brand loyalty is very rare and so it is relatively easy for marketers to change brand beliefs.

B) Consumers frequently resist evidence that challenges strongly held attitudes or beliefs.

is a type of perceptual grouping which is a vital necessity for recognizing objects through vision. In psychology it is known as identifying a figure from the background. A) Recognition B) Figure and ground C) Image and text D) Differentiation

B) Figure and ground

_______ reference groups influence broadly defined values or behavior. A) Comparative B) Normative C) Membership D) Informal E) Symbolic

B) Normative

________ stresses the benefits to be gained by using a specific product, whereas ________ stresses the benefits to be lost by not using the product. A) One-sided messaging; two-sided messaging B) Positive message framing; negative message framing C) The central route to persuasion; the peripheral route to persuasion D) The peripheral route to persuasion; the central route to persuasion E) Negative message framing; positive message framing

B) Positive message framing; negative message framing

Which of the following is NOT something a reference group must do to influence its members? A) Inform or make members aware that the brand or product exists B) Provide the individual with the means or capital to purchase the product C) Provide the individual with the opportunity to compare his or her own thinking with the attitudes and behavior of the group D) Influence the individual to adopt attitudes and behavior that are consistent with the group's norms E) Legitimize the member's decision to use the same products as other members

B) Provide the individual with the means or capital to purchase the product

__________________ are groups that serve as sources of comparison, influence and norms for people's opinions, values and behaviors. A) Age cohorts B) Reference groups C) Norming groups D) Norming cohorts E) Social conduct groups

B) Reference groups

________ is/are the immediate and direct response of the sensory organs to stimuli. A) Sensory receptors B) Sensation C) Sensory input D) Sensory adaptation E) Sensory blocking

B) Sensation

The point at which a person can detect a difference between "something" and "nothing" is that person's ________ for that stimulus. A) adaptation level B) absolute threshold C) just noticeable difference D) differential threshold E) sensory adaptation

B) absolute threshold

are learned from direct experience with the product, word-of-mouth information acquired from others, or exposure to mass-media advertising, the internet and various forms of direct marketing. A) indirect experience B) attitude formation C) subjective norm D) post-purchase dissonance E) situational influence

B) attitude formation

_________ is the commercial value that derives from consumer perception of the brand name of a particular product or service, rather than from the product or service itself. A) brand loyalty B) brand equity C) positive reinforcement D) consumer learning E) perceptual blocking

B) brand equity

According to ________, discomfort occurs when a consumer holds conflicting thoughts about a belief or an attitude object. A) attitude-change strategies B) cognitive dissonance theory C) attribution theory D) self-perception theory E) attitude research

B) cognitive dissonance theory

According to Pavlov's theory, ________. A) learning can occur only when responses are overt B) conditioned learning results when a stimulus that is paired with another stimulus that elicits a known response serves to produce the same response when used alone C) each aspect of the marketing mix must reinforce the others if cues are to serve as the stimuli that guide consumer actions in the direction desired by the marketer D) there is a limit to the amount of repetition that will aid retention E) learning depends on the ability of individuals to generalize

B) conditioned learning results when a stimulus that is paired with another stimulus that elicits a known response serves to produce the same response when used alone

In the marketplace, price, styling, packaging, advertising, and store displays all serve as ________ to help consumers fulfill their needs in product-specific ways. A) feedback B) cues C) response D) motivation E) reinforcement

B) cues

The minimal difference that can be detected between two similar stimuli is called the ________. A) perceptual threshold B) differential threshold C) sensory threshold D) absolute threshold E) sensation threshold

B) differential threshold also called "Just noticeable difference" (JND)

_______is the process by which a new idea or new product is accepted by the market. A) public opinion B) diffusion C) positioning D) settling

B) diffusion

The affective component of the tricomponent attitude model represents the consumer's ____________________________ regarding the attitude object. A) logic and reason B) emotions and feelings C) drive and instinct D) safety and security

B) emotions and feelings

Cigarette marketers must use ________ carefully because some research indicates the higher their intensity, the less likely they are to persuade the consumer. A) comparative appeal B) fear appeal C) humor appeal D) negative frame E) timeliness appeal

B) fear appeal

In addition to the four basic components of sender, receiver, medium, and message, ________ is the fifth essential component of communication. A) stimulation B) feedback C) transfer D) expression E) creativity

B) feedback

In ________, advertisers specify the criteria of the persons they wish to reach online and then bid in real time for the opportunities to reach such people. A) segment auctions B) impression-based targeting C) segment-based targeting D) data aggregation E) retargeting

B) impression-based targeting

A(n) ______________________ provides offers expertise regarding a particular product category, reduces uncertainty related to making an incorrect purchase, or increases consumer confidence because it provides a collective decision. A) friendship group B) shopping group C) virtual community D) advocacy group E) aspirational group

B) shopping group

According to the ________, attitudes consist of three major components: a cognitive component, an effective component, and a conative component. A) dual mediation model B) tricomponent attitude model C) self-perception theory D) multiattribute attitude model E) functional approach

B) tricomponent attitude model

________ attempts to explain how people assign blame or credit to events on the basis of either their own behavior or the behavior of others. A) Self-perception theory B) Cognitive dissonance theory C) Attribution theory D) Buyer intention theory E) Attitude theory

C) Attribution theory

________ is the process through which individuals learn behavior by observing the behavior of others and the consequences of such behavior. A) Massed learning B) Passive learning C) Observational learning D) Positioning E) Distributed learning

C) Observational learning

________ in the form of competing advertising messages or distracting thoughts can impact the reception of a promotional message. A) Selective exposure B) Symbolic noise C) Psychological noise D) Informal exposure E) Symbolic exposure

C) Psychological noise

________ is our tendency to make the same responses to slightly different stimuli. A) Stimulus discrimination B) Stimulus generation C) Stimulus generalization D) Classical conditioning E) Advertising wearout

C) Stimulus generalization

The Elaboration Likelihood Model proposes that consumers' attitudes are changed by two distinctly different routes to persuasion: ________ routes and ________ routes. A) central; logical B) main; secondary C) central; peripheral D) rational; emotional E) direct; indirect

C) central; peripheral

The right brain's passive processing of information, wherein a product is paired with a visual image repeatedly to produce a desired response, is consistent with ________. A) observational learning B) operant conditioning C) classical conditioning D) cognitive learning E) high involvement processing

C) classical conditioning

______________is a widely used strategy in which a marketer claims product superiority for its brand over one or more explicitly named or implicitly identified competitors, either on an overall basis or on selected product attributes. A) brand hierarchy B) product concept C) comparative advertising D) value marketing

C) comparative advertising

Only through ________ can the sender of a message determine whether and how well the message was received. A) creative use of media B) specifically identifying the target market C) feedback D) the sales response E) receivers' facial expressions and body language

C) feedback

A marketer uses ________ to increase the acceptance and persuasiveness of their advertising communications, resulting in their use in an estimated 80% of all ads. A) comparative appeals B) fear appeals C) humor appeals D) negative frames E) timeliness appeals

C) humor appeals

The process by which one person informally influences the actions or attitudes of others is known as ________. A) targeting B) positioning C) opinion leadership D) referencing E) blogging

C) opinion leadership

In ________ tests, the consumer is asked whether he or she has read a specific magazine or watched a specific television show, and, if so, if he or she can remember any ads or commercials seen, the product and brand advertised, and any notable points about the offerings promoted. A) brand loyalty B) low involvement processing C) recall D) recognition E) discrimination

C) recall

In ________, advertisers pre-negotiate prices for advertising space in media whose audiences largely match the profiles of the consumers the advertisers target. A) segment auctions B) impression-based targeting C) segment-based targeting D) data aggregation E) retargeting

C) segment-based targeting

The ________________ method of measuring opinion leadership employs a self-administered questionnaire that requires respondents to evaluate the extent to which they have provided others with information about a product category or brand. A) heuristic B) key informant C) self-designated D) sociometric E) challenge

C) self-designated

Past performance and reputation of the brand, and the image and attractiveness of the spokesperson used are all factors on which ________ is judged. A) brand appeal B) advertising creativity C) source credibility D) endorser credibility E) advertisement acceptability

C) source credibility

Individuals act and react on the basis of ________, not on the basis of ________. A) objective reality; their previous experiences B) their previous experiences; their perceptions C) their perceptions; objective reality D) their perceptions; their previous experiences E) their previous experiences; peer pressure

C) their perceptions; objective reality

A group of foodies that Nora has never met and only interacts with through online websites and a Facebook group, where group members share recipes and recommendations, is an example of a _______________________. A) friendship group B) shopping group C) virtual community D) advocacy group E) aspirational group

C) virtual community

Which of the following is true of the relationship between consumers' perceptions and their expectations? A) Individual motivation does not affect perception. B) Ads with irrelevant sexuality generally lead to better recall of the product advertised due to the attention-getting nature of the sexual content. C) People tend to make observations and arrive at conclusions completely independent of their expectations. D) Consumers tend to perceive products and product attributes according to their own expectations. E) What consumers expect to see is completely dependent on their objective, first-hand experience with a particular product or advertising medium.

D) Consumers tend to perceive products and product attributes according to their own expectations.

__________is a series of algorithms that endeavors to recognize underlying relationships in a set of data through a process that mimics the way the human brain operates. A) Cookies B) UPC codes C) Apps D) Neural Networking

D) Neural Networking

___________ is the believability of the endorser, spokesperson, or individual in an advertisement. A) Source degradation B) Source informality C) Source formality D) Source credibility E) Source attractiveness

D) Source credibility

Which of the following is true of the relationship between consumers' perceptions and their motives? A) In general, there is a heightened awareness of stimuli that are irrelevant to consumers' needs. B) The stronger the consumer's need, the greater the tendency to ignore related stimuli in the environment. C) In general, there is decreased awareness of stimuli that are relevant to consumers' needs. D) The stronger the consumer's need, the greater the tendency to pay attention to related stimuli in the environment. E) Consumers tend to pay equal attention to all advertising, regardless of their needs at any given time.

D) The stronger the consumer's need, the greater the tendency to pay attention to related stimuli in the environment.

Which of the following is a characteristic of an opinion leader? A) They lack self-confidence B) They are withdrawn in social situations C) They belong to different socioeconomic groups than the opinion receivers D) They follow new products that come into the markets in the product category E) They are part of the early majority in their area of expertise

D) They follow new products that come into the markets in the product category

A(n) ______________________ assists consumers in making consumption decisions and supports consumers' rights. A) friendship group B) shopping group C) virtual community D) advocacy group E) aspirational group

D) advocacy group

Brand names stamped on eggs in supermarkets, featured on video screens in taxis, placed on subway tunnels in between stations, and featured on doctor's examination tables are examples of ________. A) sensory adaptation B) objective reality C) viral advertising D) ambush marketing E) experiential marketing

D) ambush marketing

The ________ is designed to capture the individual's attitude toward acting with respect to an object rather than the attitude toward the object itself. A) theory-of-reasoned-action model B) trying-to-consume model C) attitude-toward-object model D) attitude-toward-behavior model E) attitude-toward-the-ad model

D) attitude-toward-behavior model

Media are the _______ for transmitting communications. A) Receivers B) Senders C) Noise D) channels E) Frames of reference

D) channels

From a marketing perspective, the process by which individuals acquire the purchase and consumption knowledge and experience that they apply to future related behavior, which evolves and changes as consumers acquire knowledge from experience, observation, and interactions with others to impact future behavior, is known as ________. A) brand loyalty B) brand equity C) positive reinforcement D) consumer learning E) perceptual blocking

D) consumer learning

When a marketer stresses the benefits to be lost by not using the product, s/he is using ________. A) visual complexity B) psychologically noise C) positive message framing D) negative message framing E) a two-sided appeal

D) negative message framing

Marketers measure their communications' ________, or whether the message was received, understood and interpreted correctly. A) direct effects B) indirect effects C) sales effects D) persuasion effects E) net income effects

D) persuasion effects

In ________ tests, the consumer is shown an ad and asked whether he or she remembers seeing it and can remember any of its salient points. A) brand loyalty B) low involvement processing C) recall D) recognition E) discrimination

D) recognition

Some marketers use ___________ in order to draw attention to their products and these appeals are becoming more explicit. A) fear appeals B) timeliness appeals C) humor appeals D) sexual appeals

D) sexual appeals

Products, packages, brand names, advertisements, and commercials are examples of ________. A) sensations B) receptors C) realities D) stimuli E) intensities

D) stimuli

__________are popular in their social community (friends and tech experts), carry dissimilar brands as target consumers and are product experts. A) Salespeople B) Consumer Reports C) Opinion leaders D) Spokespeople E) Buzz agents

E) Buzz agents

What company is the largest provider of data and targeting tools that advertisers need for impression-based targeting, as well as the major supplier of real-time bidding to advertisers seeking impressions among consumers who fit certain criteria? A) Akamai B) Yahoo C) Acxiom D) ChoicePoint E) Google

E) Google

__________in market research surveys are well known and a variety of techniques are used to minimise any bias introduced by the order in which questions are asked. A) Interpersonal communications B) Impersonal communications C) Receiver communications D) Frames of reference E) Order of effects

E) Order of effects

Three of the basic principles of ____________________________ are figure and ground, grouping, and closure. A) Selective attention B) Selective exposure C) Perceptual defense D) Perceptual blocking E) Perceptual organization

E) Perceptual organization

________ increase(s) the likelihood that a specific response will occur in the future as the result of particular cues or stimuli. A) Feedback B) Cues C) Response D) Motivation E) Reinforcement

E) Reinforcement

Learning based on mental activity is called ________. A) passive learning B) massed learning C) vicarious learning D) distributed learning E) cognitive learning

E) cognitive learning

The degree of _____________________ that a reference group exerts on an individual's behavior depends on the individual, product and social factors. A) personality B) experience C) conspicuousness D) intensity E) influence

E) influence

Receiving, storing, and retrieving consumption-related information to describe the factors influencing consumers' recall of product information. A) information retention B) information decoding C) information encoding D) information retrieval E) information processing

E) information processing

Attitude-toward-object, attitude-toward-behavior, and theory-of-reasoned-action models are examples of ________. A) tricomponent attitude models B) buyer intention scales C) attitude-change strategies D) self-perception theories E) multiattribute attitude models

E) multiattribute attitude models

If the audience is friendly to the advertiser's products, initially favors the communicator's position, or if it is not likely to hear an opposing argument, then a ________ is most effective. If the audience is critical or unfriendly and well educated, then a ________ is likely to be more effective. A) positive message frame; negative message frame B) two-sided message; one-sided message C) peripheral route to persuasion; central route to persuasion D) negative message frame; positive message frame E) one-sided message; two-sided message

E) one-sided message; two-sided message

Which of the following is NOT one of the four kinds of information that is typically requested from social media users? A) basic permissions B) user permissions C) friends permissions D) sensitive information requests E) prominent permissions

E) prominent permissions

______________________can be used by a business to target its marketing campaigns to influence and appeal to desirable potential customers for its product or service. A) selective attention B) selective exposure C) perceptual defense D) perceptual differentiation E) selective perception

E) selective perception

A photograph or illustration conveys verbal messages. (T/F)

False

Apps collect users' personal information and provide the information to the app developers. (T/F)

True

Comparative ads have led women to infer manipulative intentions and reduced purchase likelihood, as well as legal action against companies by the FTC (because they have been misleading) and legal action against companies by the featured competitor (because of disputes of what is considered evidence). (T/F)

True

Consumers must have opt-ins and opt-outs that allow them to control the information that they share with friends and the information they receive from others. (T/F)

True

Instrumental learning theorists believe that learning occurs through a trial-and-error process, with habits formed as a result of rewards received for certain responses or behaviors. (T/F)

True

Marketers encode messages by using words, pictures, symbols, spokespersons and special channels. (T/F)

True