Midterm 2

Which of the following is not a situation in which consumer behavior occurs? A. communications situation B. purchase situation C. usage situation D. disposition situation E. All of these are situations in which consumer behavior occurs.

All of these are situations in which consumer behavior occurs.

Maslow's hierarchy of needs is based on which premise? A. All humans acquire a similar set of motives through genetic endowment and social interaction. B. Some motives are more basic or critical than others. C. The more basic motives must be satisfied to a minimum level before other motives are activated. D. As the basic motives become satisfied, more advanced motives come into play. E. All of these choices are correct

All of these choices are correct

Which of the following is true regarding consumers who are highly involved in a specific product category? A. They are more likely to pay attention to relevant marketing messages. B. They are more likely to engage in analytical reasoning to process and learn new information. C. They are more likely to seek out information from numerous sources prior to a decision. D. They are more likely to act as opinion leaders. E. All of these choices are correct

All of these choices are correct

A store's atmosphere can influence which of the following? A. consumers' judgments of the quality of the store B. store's image C. shoppers' moods D. shoppers' willingness to visit and linger E. All of these choices are correct.

All of these choices are correct.

Generally speaking, compared to attitudes formed under the peripheral route, attitudes formed under the central route tend to be A.stronger. B. more resistant to counterpersuasion attempts. C. more accessible from memory. D. more predictive of behavior. E. All of these choices are correct.

All of these choices are correct.

Any change in the content or organization of long-term memory or behavior is known as A. marketing. B. learning. C. cognition. D. information processing. E. repositioning

B. learning.

Which of the following statements is false regarding short-term memory (STM)? A. STM is short-lived. B. STM has limited capacity. C. STM is a static structure. D. Elaborative activities occur in STM E. STM is also called working memory.

C. STM is a static structure.

Which of the following is not a type of cognitive learning? A. iconic rote B. vicarious learning/modeling C. analytical reasoning/analogy D. operant E. all of these choices are types of cognitive learning

D. operant

The decision by a marketer to try to achieve a defined brand image relative to competition within a market segment is called A. product extension. B. brand extension. C. brand leveraging. D. product positioning. E. product equity

D. product positioning.

Thomas is studying for a vocabulary exam by merely repeating the words and their definitions over and over. Which type of cognitive learning is this? A.operant learning B. vicarious learning C. modeling D. analytical reasoning E. iconic rote learning

E. iconic rote learning

Which of the following is a characteristic associated with emotions? A. Emotions occur independently from physiological changes. B. Emotions are not associated with behaviors. C. Emotions involve objective feelings. D. Emotions are often triggered by environmental events. E. All of these choices are correct.

Emotions are often triggered by environmental events.

__________ is the total accumulation of prior learning experiences. A.Memory B. Brand image C. Brand equity D. Information processing E. Positioning

Memory

__________ is an individual's characteristic response tendencies across similar situations. A. Motivation B. Emotion C. Empathy D. Personality E. Involvement

Personality

Determining how products are currently used across situations can help the marketer develop appropriate advertising and positioning strategies. A. TRUE B. FALSE

True

Stimulus discrimination refers to the process of learning to respond differently to similar but distinct stimuli. A. TRUE B. FALSE

True

The likelihood and ease with which information can be recalled from long-term memory is termed A. retrieval. B. elaboration. C. maintenance. D. accessibility. E. learning.

accessibility

In an attempt to alter consumers' cognitive component of their attitude toward Pepsi brand of cola, a freshness date was added on the cans. Pepsi wanted consumers to consider this attribute that was never a consideration before. According to the multiattribute attitude model, Pepsi was using which strategy to alter a consumer's attitude? A. change beliefs B. shift importance C. add beliefs D. change ideal E. change feelings

add beliefs

Feelings or emotional reactions to an object reflect the __________ component of an attitude. A.knowledge B. cognitive C. affective D. behavioral E. orientation

affective

Madeline has a(n) __________ toward Coke, whereby she simultaneously really likes the taste but also is really negative about the brand because it has high calories. A. relative attitude B. lack of ability C. ambivalent attitude D. interpersonal influence E. All of these choices are correct.

ambivalent attitude

A learned predisposition to respond in a consistently favorable or unfavorable manner with respect to a given object is known as a(n) A. belief. B. emotion. C. attitude. D. cognition. E. attribute

attitude.

Which need in Maslow's hierarchy reflects a desire for love, friendship, affiliation, and group acceptance? A. safety B. self-actualization C. physiological D. belongingness E. esteem

belongingness

What are the two basic forms of conditioned learning? A.classical and operant B. classical and iconic C. iconic rote and modeling D. analogy and metaphor E. positive and negative

classical and operant

Mitch likes Toyota automobiles because he thinks they have the highest reliability of all automobiles. His belief about Toyota's reliability represents which component of Mitch's attitude? A. affective B. cognitive C. factual D. behavioral E. utilitarian

cognitive

The situation in which consumers receive information has an impact on their behavior and is referred to as the __________ situation. A. communications B. purchase C. usage D. disposition E. preliminary

communications

Which of the following is a theory about how attitudes are formed and changed under varying conditions of involvement? A. cognitive dissonance theory B. theory of reasoned action C. elaboration likelihood model D. attribution theory E. noncompensatory theory

elaboration likelihood model

Strong, relatively uncontrollable feelings that affect our behavior are known as A. motivations. B. personality. C. emotions. D. perceptions. E. needs.

emotions.

Which of the following is not considered an emotional dimension? A. pleasure B. arousal C. dominance D. feeling E. All of these choices are emotional dimensions.

feeling

James begged his mother to buy him some high-top Converse shoes. When asked why he wanted these shoes, he said that he wanted them because they are comfortable. He really wanted them because his two best friends have them, and if he had them, he would be considered "cool," but he didn't want to tell his mother that. Wanting to appear "cool" to his friends represents which type of motive? A.manifest B. hidden C. secondary D. latent E. social

latent

Motives that are known and freely admitted are called A. manifest motives. B. latent motives. C. objective motives. D. acceptable motives. E. primary motives.

manifest motives.

Which construct represents an unobservable inner force that stimulates and compels a behavioral response and provides specific direction to that response? A. motive B. personality C. emotion D. perception E. feeling

motive

Which of the following is used to understand a consumer's cognitive component of attitude? A. attribution theory B. cognitive dissonance theory C. multiattribute attitude model D. attitude consistency theory E. attitude perception model

multiattribute attitude model

Dana is watching television when a commercial for a brand of bathroom cleaner comes on. She is not very interested in the product category, but the ad was entertaining and made her laugh. As a result, she had a positive attitude toward the brand of cleaner advertised. According to the elaboration likelihood model, which route to persuasion influenced Dana? A. primary route B. secondary route C. central route D. peripheral route E. indirect route

peripheral route

Décor, sounds, aromas, lighting, weather, and configurations of merchandise or other materials surrounding the stimulus object are included in which situational characteristic? A. physical surroundings B. social surroundings C. temporal perspectives D. task definition E. antecedent states

physical surroundings

Giving out candy to children on Halloween, giving chocolate and roses to sweethearts on Valentine's Day, and wearing green and drinking green beer on St. Patrick's Day are all examples of A. ritual situations. B. momentary conditions. C. prescriptives. D. schemas. E. social surroundings

ritual situations.

What are two important long-term organizational memory structures? A. primary and secondary B. schema and scripts C. semantic and conceptual D. conceptual and imagery E. iconic and vicarious

schema and scripts

All those factors particular to a time and place that do not follow from knowledge of the stable attributes of the consumer and the stimulus and that have an effect on current behavior are known as A.situational influence. B. motivators. C. consumption triggers. D. consumption influencers. E. motivational influence

situational influence

The other individuals present in the particular situation are referred to as the A. servicescape. B. social surroundings. C. physical surroundings. D. store atmosphere. E. temporal perspective.

social surroundings.

A person who shops at a nicer store than normal because he or she is buying a gift is influenced by the __________ characteristic of the situation. A. physical surroundings B. antecedent state C. task definition D. temporal perspective E. None of these choices are correct.

task definition

Sharon has to purchase a gift for her mother and only has this afternoon to do so because her birthday party is that evening. She's wondering how she will be able get to the mall in time to pick out the perfect gift. This is an illustration of which situation characteristic? A. physical features B. social surroundings C. temporal perspective D. task definition E. antecedent state

temporal perspective

Which type of advertisement or sales presentation presents both good and bad points? A.unbiased message B. one-sided message C. two-sided message D. positive/negative message E. balanced message

two-sided message