PBB TEST 2 PT 2

Which of the following is false regarding the central route to persuasion in the elaboration likelihood model?

Persuasion operates through classical conditioning.

A consumer's propensity to pursue differentness relative to others through the acquisition, utilization, and disposition of consumer goods is exhibiting

a need for uniqueness

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

cognition

Attitude components tend to be

consistent.

Which of the following is not a factor accounting for inconsistencies between measures of beliefs and feelings and observations of behavior?

failure to consider negative reactions

Affective motives focus on the person's need for being adaptively oriented toward the environment and achieving a sense of meaning.

false

__________ is an individual's characteristic response tendencies across similar situations.

personality

There is evidence that affect or brand preference may be increased by mere exposure.

true

When considering consumers' ideal levels of performance on attributes when using a multiattribute attitude model, which attitude index is best?

0

Which of the following is a characteristic associated with emotions?

Emotions are often triggered by environmental events.

__________ consists of trustworthiness and expertise

Source credibility

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.

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

__________ motives deal with the need to reach satisfying feeling states and to obtain personal goals

affective

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 fo

affiliation.

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

all of the above

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

all of the above

The simplest form of message framing where only a single attribute is the focus of the frame is known as

attribute framing.

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

attribution theory.

Which of the following is an approach used by marketers to increase consumers' affect toward their brand?

classical conditioning, create a positive affect toward the ad or website and mere exposure

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

discrediting

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

emotional ad

Broadcast media, particularly television, appear to be better vehicles for comparative advertisements, because broadcast lends itself to more thorough comparisons.

false

Conflicts between motives are rare

false

The fact that consumers need to attribute cause underlies an area of research known as cognitive theory.

false

A long-running television commercial for Dial soap would show an individual in various situations with other people (e.g., car pool or elevator). This individual would join the others and look around, appearing to be in discomfort. Then a voice over would say, "Aren't you glad you used Dial... don't you wish everyone did?" Which type of appeal does this illustrate

fear appeal

Which core trait in the Five-Factor Model of personality is manifested by an individual being moody, temperamental, and touchy?

instability

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

involvement

Motives that are either unknown to the consumer or are such that he or she is reluctant to admit them are referred to as __________ motives.

latent

When asked why he bought a specific automobile, Jeremy replied that is has good gas mileage, is rated one the best cars in terms of safety, and was in a moderate price range. These reasons reflect Jeremy's __________ motives.

manifest

Which need is activated when one's identity is threatened, motivating the person to protect his or her self-concept and utilize defensive behaviors and attitudes?

need for ego defense

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

operant conditioning.

Which of the following do marketers need to be concerned about with respect to using celebrities as company spokespersons?

overexposure of the celebrity, negative behavior involving the spokesperson, and image of the celebrity does not match the image of the product or brand

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?

peripheral route

Which of the following reflects the relatively stable behavioral tendencies that individuals display across a variety of situations?

personality

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

to attribute causation.

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

true

Four basic marketing strategies used for altering the cognitive structure of a consumer's attitude are: change beliefs, shift importance, add beliefs, and change ideal.

true

One critical aspect of attitudes is that all three components tend to be consistent.

true

Theories based on which need view the consumer as a problem solver who approaches situations as opportunities to acquire useful information or new skills?

utilitarian need