Chap 7,8 (MKT201)
b
QN=4 What do the "A, B, Cs" of the ABC model of attitudes stand for? a. attitudes b. affect c. assumptions d. approval
a
QN=4 When is a consumer most likely to engage in extended problem solving? a. This decision mode is most common when the decision is related to the person's self-concept and there is a high degree of risk. b. This decision mode is most common when the decision is related to the person's past behavior and product reinforcements. c. This decision mode is most common when acceptable products are already contained within the consumer's evoked set. d. This decision mode is most common when the decision is related to products that are considered to be low self-concept involvement.
b
QN=5 A consumer who uses a few simple decision rules to arrive at a purchase decision is using which of the following? a. routine response behavior b. limited problem solving c. graduated response behavior d. extended problem solving
d
QN=5 ccording to the basic ABC model of attitudes, ________ refers to the beliefs a consumer has about an attitude object. a. affect b. behavior c. affinity d. cognition
a
QN=6 If a new product increases the ideal state of a customer without changing her actual state, then a(n) ________ has been created. a. opportunity b. search c. accident d. need
c
QN=6 What is the first step in the standard learning theory hierarchy approach (e.g., one where attitudes are based on cognitive processing information)? a. affinity b. intentions c. cognition d. behavior
c
QN=7 The ________ hierarchy assumes the consumer does not initially have a strong preference for one brand over another. Instead, he acts on the basis of limited knowledge and then forms an evaluation only after the product has been purchased or used. a. experiential b. habitual c. low-involvement d. standard learning
d
QN=7 ________ occurs whenever the consumer sees a significant difference between his or her current state of affairs and some desired or ideal state. a. Information search b. Evaluation of alternatives c. Evaluation of the evoked set d. Problem recognition
b
QN=8 A simple rule for moving through the problem recognition stage of consumer decision-making is that the greater the difference between the ideal and actual states, ________. a. the less likely that a problem will be recognized b. the greater the likelihood that a problem will be recognized c. the more sensitive the consumer is to frustrated needs d. the less sensitive the consumer is to frustrated needs
b
QN=8 An active attempt to change attitudes is called ________. a. behavior modification b. persuasion c. communication d. cognition
b
QN=9 The element of a communications model in which the message originates is the ________. a. medium b. source c. receiver d. consumer
c
QN=9 ________ is the process by which the consumer surveys his or her environment for appropriate data to make a reasonable decision. a. Problem recognition b. Evaluation of alternatives c. Information search d. Product choice
c
QN= 11 A consumer is most likely to engage in ________ when she is in a good mood or when she is uninvolved in other activities. a. inertia b. extended problem solving c. variety seeking d. mental accounting
a
QN= 11 M-commerce is communicated primarily through what medium? a. cell phones b. billboards c. radio satellite d. TV
c
QN= 13 Jeff is tired of the numerous breakdowns and peeling paint on his old car. When Jeff begins to actively think about his car in this way, which of the following consumer decision-making process steps is Jeff going through? a. information search b. evaluation of alternatives c. problem recognition d. product choice
d
QN= 13 What does the sleeper effect suggest about source credibility? a. If a receiver is not paying attention, a message cannot be effective. b. Many people can learn the important parts of a message even when asleep. c. The effectiveness of a message will increase over time. d. The effectiveness of positive sources over negative sources can be erased over time.
c
QN= 14 Mona feels that she is moderately knowledgeable about foreign films. He almost nothing about these films, while her other friend Wanda has just f the highest grade in the class. Of the three friends, who is most likely to s new foreign film being shown on campus before deciding to see the film? a. A. Wanda b. Kim c. Mona d. Both Mona and Kim will seek more information than Wanda.
b
QN= 14 Source ________ refers to the message source's perceived social value. a. valence b. attractiveness c. class d. hierarchy (b)
a
QN= 15 Physically attractive people are perceived as smarter, cooler, and happier than average people. These perceptio ns are a result of a ________. a. halo effect b. principle of cognitive consistency c. match-up hypothesis d. self-perception theory
b
QN= 15 Sheila believes she is a practical consumer. She is always on the lookout for better ways to order her life and make housework easier. New products that promise to help with these tasks catch her eye. However, she sometimes makes mistakes by buying products that do not deliver on their promises to do the work required. Considering the above description, Sheila could be prone to which of the following types of perceived risk? a. Monetary risk b. Functional risk c. Social risk d. Psychological risk
d
QN=1 (n) ________ is a lasting, general evaluation of people (including oneself), objects, advertisements, or issues. a. principle b. belief c. personality trait d. attitude
c
QN=1 The first stage in the consumer decision-making process is ________. a. information search b. evaluation of alternatives c. problem recognition d. product choice
b
QN=10 What form of marketing is based on the premise that a marketer will be much more successful when he communicates with consumers who have already agreed to listen to him? a. segmented marketing b. lifestyle marketing c. e-commerce marketing d. permission marketing
b
QN=10 What type of information search is a female customer engaged in when she scans the newspaper ads every day for new information on fashions, even though she isn't thinking of buying anything anytime soon? a. prepurchase search b. ongoing search c. internal search d. delayed search
d
QN=12 The alternatives actively considered during a consumer's choice process are his or her ________ set. a. inert b. evoked c. evaluative d. consideration
b
QN=12 The source of a message has an impact on whether the message will be accepted or not. Two particularly important source characteristics are ________. a. culture and ethnicity b. credibility and attractiveness c. credibility and recency d. attractiveness and recency e. f.
b
QN=16 A consumer could recognize a problem as either an opportunity or a need. How would promotions differ between those emphasizing opportunities and those emphasizing needs? a. Promotions emphasizing needs should attempt to increase the consumer's ideal state b. Promotions emphasizing opportunities should attempt to increase the ideal state c. Promotions emphasizing needs should increase the ideal state d. Promotions emphasizing needs should decrease the ideal state
a
QN=16 What makes a commercial message persuasive? The answer (according to a major study) is that the single most important feature is whether the communication contains ________. a. a brand-differentiating message b. a sexual symbol or suggestion c. price information d. a credible spokesperson
b
QN=17 The first step in the consumer decision-making process is to conduct an information search. a. True b. False
c
QN=17 ________ refers to a strategy in which a message compares two or more specifically named or recognizably presented brands and compares them in terms of one or more specific attributes. a. Cognitive differentiation b. Emotional appeal c. Comparative advertising d. Conclusion advertising
a
QN=18 Do sex-related ads work? Which of the following best answers this question? a. Overall, the use of a strong sexual appeal is not very well received. b. They outperform all other appeal formats. c. They are most effective when they attempt to "trick" the consumer into paying attention. d. There is no data to answer the question.
a
QN=18 Traditionally, consumer researchers have approached decision makers from a rational perspective. a. True b. False
b
QN=19 Do fear appeal ads work? Which of the following best answers this question? a. They work well if the threat is very weak. b. They work if the threat is moderate and when a solution to the problem or difficulty is presented. c. They work if the threat is high and vividly elaborated. d. There is no data to answer the question.
b
QN=19 The experiential perspective stresses the importance of learning in decision-making. a. True b. False
b
QN=2 Having too many choices in the marketplace is referred to as ________. a. purchase dilemma b. consumer hyperchoice c. pseudo-choice d. secondary demand
b
QN=2 The functional theory of attitudes was initially developed to explain how ________. a. people identify with products b. attitudes facilitate social behavior c. attitudes are learned from family and friends d. attitudes change over an individual's lifetime
a
QN=20 Needs are created when the actual state of a customer declines. a. True b. False
b
QN=20 The ________ route to persuasion is taken when the person is not really motivated to think about the arguments made in a communication message. a. central b. peripheral c. dual d. systematic
c
QN=21 A politician attempts to gain support for her for mayor by releasing a poll showing that almost 70 percent of the city's voters support her position on property taxes. What basic psychological principle is the politician using to persuade voters that she should be the next mayor? a. consistency b. authority c. consensus d. liking
b
QN=21 Incidental learning occurs after a very concentrated search for information. a. True b. False
b
QN=22 According to the definition given in the text, the object of an attitude (Ao) can be an object, but not a person. a. True b. False
a
QN=22 People often engage in brand switching, even when their current brand satisfies their needs a. True b. False
a
QN=23 Social risk occurs when the consumer's risk capital consists of self-esteem and self-confidence. a. True b. False
b
QN=23 The communications model requires a source, and a message, but receivers of the message are not part of the model. a. True b. False
b
QN=24 Neuromarketing refers to the use of software tools that try to understand and then apply a human decision maker's multiattribute preferences for a product category. a. True b. False
b
QN=24 The model that a broadcast message is perishable doesn't work as well with the rise of narrowcasting. a. True b. False
a
QN=25 Humorous ads get attention, but many times the humor distracts from the promotional message. a. True b. False
b
QN=25 Sylvester is a financially poor college student. He tries to make every purchase decision a wise one because of his economic situation. Based on the types of risk mentioned in the text, Sylvester's primary risk when making decisions would appear to be a psychological risk. a. True b. False
b
QN=26 It is normal for the actual state to be lower than an ideal state. Consequently, the average person is in a constant readiness state for problem recognition. a. True b. False
a
QN=3 A customer buying an unfamiliar product which carries a fair degree of risk would most likely engage in what type of problem solving? a. extended problem solving b. limited problem solving c. habitual problem solving d. recognition problem solving
a
QN=3 The ________ function of attitudes applies when a person is in an ambiguous situation and needs order, structure, or meaning. a. knowledge b. utilitarian c. value-expressive d. ego-defensive
