MKG 310 (Summer) Exam 2

Which of the following is NOT a situational characteristic influencing interpretation?

All of the above are situational characteristics

_____ occurs when the stimulus activates one or more sensory receptor nerves, and the resulting sensations go to the brain for processing.

Attention

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

Interpretation

Which of the following is NOT an adopter category?

Procrastinators

The process of one person receiving information from the mass media or other sources and passing it on to others is known as the _____.

Two-step flow of communication

Which type of communication involves individuals sharing information with other individuals in a verbal form including face-to-face, phone, and the Internet?

Word-of-mouth

The likelihood and ease with which information can be recalled from long-term memory is termed _____.

accessibility

For a period of time, Energizer Batteries used mock commercials for seemingly boring, mundane products. A few seconds into the mock commercial, viewers heard the distinctive drumbeat of the Energizer Bunny before it marched across the screen. Several viewers said that when they heard the drums, they looked at and attended to the commercial because they liked the bunny. However, over time, viewers stopped paying attention to the commercial. What theory suggests that if a stimulus doesn't change, over time we adapt or habituate to it and begin to notice it less?

adaption level theory

High-involvement learning often involves _____.

analytical reasoning

Amanda is in junior high and begged her mother to buy her a certain brand of athletic shoe that all the "cool" kids in school were wearing. She thought that if she had those shoes, she would be accepted as one of them. To Amanda, these other students in school that she wants to be associated with represent a(n) _____.

aspiration reference group

Many consumers associate Mercedes automobiles with status, luxury, quality engineering, and high price. This is an example of Mercedes' _____.

brand image

When Honda introduced its Odyssey mini-van, its advertising merely claimed, "It's the Honda of mini-vans." This is an example of _____.

brand leverage

Which of the following involves presenting two stimuli in close proximity so that eventually the two are perceived to be related or associated?

conditioning

The manner in which innovations spread throughout a market is referred to as the _____.

diffusion process

Two or more individuals who share a set of norms, values, or beliefs and have certain implicitly or explicitly defined relationships to one another such that their behaviors are interdependent is known as a(n) _____.

group

Jamie wants to purchase a notebook computer, but she has limited product knowledge about computers other than how to turn one on and use it. She expects to pay over $1,000 for this computer, so this is an important decision for her and she wants to make the right choice. For Jamie, this represents a(n)_____.

high-involvement purchase situation

What are the major individual factors affecting attention?

motivation and ability

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

Which of the following is a situational factor affecting attention?

program involvement

_____ refers to the fact that stimuli positioned close together are perceived as belonging to the same category.

proximity

What are two important long-term memory structures?

schema and scripts

Which type of group includes organizations such as professional associations and neighborhood associations that involve relatively weak ties and less frequent interaction among its members?

secondary group

Which of the following are the two interrelated components of memory?

short-term and long-term memory

The size, shape, and color are specific _____ of the stimulus that can affect interpretation.

traits

When consumers do not directly experience a reward or punishment to learn but instead observe the outcomes of others' behaviors and adjust their own accordingly, which type of learning has occurred?

vicarious learning

_____ occurs when one fast-forwards through a commercial on a prerecorded program, and _____ involves switching channels when a commercial appears.

zipping; zapping

The minimum amount that one stimulus can differ from another with the difference still being noticed is referred to as the _____.

Just noticeable difference

Which side of the brain is primarily responsible for verbal information, symbolic representation, sequential analysis, and the ability to be conscious and report what is happening?

Left

Which type of reference group influence occurs when an individual fulfills group expectations to gain a direct reward or to avoid a sanction?

Normative

Individuals who filter, interpret, or provide product and brand-relevant information to their family, friends, and colleagues are known as _____.

Opinion Leaders

Denise tends to experience emotions more strongly than most people, so much so that there are some ads that she cannot even watch because they make her cry. This trait is known as _____.

affect intensity

Which of the following is a factor affecting the spread of innovations?

all of the above

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

closure

_____ is a process whereby stimuli are placed into existing categories of meaning.

cognitive interpretation

Adoption of which type of innovation requires relatively minor changes in behavior or changes in behaviors that are unimportant to the consumer?

continuous innovation

Valerie and her family are members of the Baptist Church. They have accepted the Baptist Church's values as their own and behave in a manner consistent with the Church's values because their values and the Church's values are the same. Which type of influence does the Church possess with respect to Valerie and her family

identification

Sometimes consumers have difficulty retrieving a specific piece of information because other related information in memory gets in the way, which is an effect referred to as _____.

interference

Any change in the content or organization of long-term memory or behavior is known as _____.

learning

Which portion of total memory is devoted to permanent information storage?

long-term memory

Rayna provides a significant amount of information to others across a wide array of products, including durables and nondurables, services, and store type. She can provide information on product quality, sales, usual prices, product availability, store personnel characteristics, and other features of relevance to consumers. Rayna is best described as a(n) _____

market maven

The fact that all aspects of the perception process are extremely selective is referred to as _____.

perceptual defenses

Which type of group includes family and friends and involves strong ties and frequent interaction?

primary group

Ads that encourage consumers to remember past personal experiences and use language such as "you" and "your" in the copy are using the strategy of _____ to enhance message involvement.

self-referencing

The basic knowledge and feelings an individual has about a concept is known as _____.

semantic memory

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