Chapter 11-12

Which dimension of self-concept refers to the individual's perception of who I am now? A) actual self-concept B) ideal self-concept C) private self-concept D) social self-concept E) present self-concept

A) actual self-concept

Segmenting consumers on the basis of their most important attribute or attributes is called A) benefit segmentation. B) demographic segmentation. C) psychographic segmentation. D) attribute segmentation. E) utilitarian segmentation.

A) benefit segmentation.

For years, American automobiles did not have the level of quality that foreign, particularly Japanese, automobiles had. However, that has changed, and most automobiles built in the United States have comparable or superior quality than imports. Consumers' attitudes are slow to change, however, and marketers must use which strategy to change the cognitive component of consumers' attitudes? A) change beliefs B) shift importance C) add beliefs D) change ideal E) change feelings

A) change beliefs

In the VALS typology, which primary motivation is characteristic of consumers guided in their choices by their beliefs and principles rather than by feelings or desire for social approval? A) ideals motivation B) achievement motivation C) self-expression motivation D) realist motivation E) focused motivation

A) ideals motivation

The totality of the individual's thoughts and feelings having reference to himself or herself as an object is known as A) self-concept. B) lifestyle. C) self-profile. D) personal space. E) ideal-self.

A) self-concept.

Which of the following is a major PRIZM social group? A) urban B) family life C) mature years D) younger years E) All of these choices are correct.

A) urban

The source of a communication represents A) "how" a message is communicated. B) "who" delivers the message. C) the "what" of the message. D) the "when" of the message. E) the "where" of the message.

B) "who" delivers the message.

Which of the following statements adequately reflects the concept of attitude component consistency? A) All three attitude components do not change over time. B) A change in one attitude component tends to produce related changes in the other components. C) The three attitude components operate independently from each other, so a change in one component does not necessarily mean the others will change. D) All three attitude components are equal in their influence on one's attitude. E) Each component is equally important regardless of the situation.

B) A change in one attitude component tends to produce related changes in the other components.

Which segment of Experian online shoppers is driven by the desire for new technology as a means for improving all aspects of life? A) Minimalists B) Wizards C) Journeymen D) Apprentices E) Novices

B) Wizards

Consumers driven by which primary motivation strive for a clear social position, are strongly influenced by the actions, approval, and opinions of others, and tend to purchase status symbols? A) ideals motivation B) achievement motivation C) self-expression motivation D) realist motivation E) focused motivation

B) achievement motivation

Which component of attitudes consists of a consumer's beliefs about an object? A) affective B) cognitive C) factual D) behavioral E) utilitarian

B) cognitive

__________ is the first strategy a loyal consumer uses when their favorite brand is attacked with negative information. A) avoiding B) discrediting C) discounting D) containment E) skipping

B) discrediting

Individuals with which type of self-concept are more likely to engage in home and domestic-related activities and entertainment including cooking at home and from scratch? A) independents B) interdependents C) self-monitors D) idealists E) doers

B) interdependents

Which of the following occurs when a company provides financial support for an event such as the Olympics or a concert? A) third-party endorsement B) sponsorship C) celebrity endorsement D) source credibility E) two-sided message

B) sponsorship

Which of the following statement is true regarding comparative advertising? A) Comparative advertising is more effective regardless of the source. B) Comparative advertising is particularly effective for promoting established, market-share leader brands. C) Audience characteristics, especially brand loyalty associated with the sponsoring brand, are important. D) Broadcast media, particularly radio, appear to be better vehicles for comparative advertisements. E) A partially comparative ad is one in which a specific competitor is not named.

C) Audience characteristics, especially brand loyalty associated with the sponsoring brand, are important.

Which VALS segment consists of consumers that are strongly traditional, conservative, and motivated by ideals? A) Achievers B) Makers C) Believers D) Experiencers E) Innovators

C) Believers

Which of the following is considered an outward expression of one's self-concept? A) Demographics B) Geographics C) Lifestyle D) Attitudes E) Aspirations

C) Lifestyle

Rod purchased a Porsche to satisfy himself, not to impress others. He sees this car as a reward for his hard work. To which segment of Porsche owners does Rod belong? A) Top Guns B) Elitists C) Proud Patrons D) Bon Vivants E) Fantasists

C) Proud Patrons

Which PRIZM social group is characterized by smaller, less densely populated cities or satellites to major cities? A) Urban B) Suburban C) Second City D) Town & Rural E) Rural

C) Second City

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

C) affective

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.

C) attitude.

Marketers must promote __________ rather than __________, especially for less knowledgeable consumers and for complex products. A) features, benefits B) benefits, avoidance C) benefits, features D) features, contents E) consistency, inconsistency

C) benefits, features

The elaboration likelihood model posits two routes to persuasion, which are the A) primary route and secondary route. B) temporary route and permanent route. C) central route and peripheral route. D) manifest route and latent route. E) direct route and indirect route.

C) central route and peripheral route.

Which type of appeal uses the threat of negative (unpleasant) consequence if attitudes or behaviors are not altered? A) one-sided message B) two-sided message C) fear appeals D) humorous appeals E) comparative ads

C) fear appeals

Self-concepts have been categorized into two types, which are A) primary and secondary. B) manifest and latent. C) independent and interdependent. D) yin and yang. E) direct and indirect.

C) independent and interdependent.

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

C) multiattribute attitude model

Action-oriented consumers that strive to express their individuality through their choices and purchase experiences are driven by which primary motivation? A) ideals motivation B) achievement motivation C) self-expression motivation D) realist motivation E) focused motivation

C) self-expression motivation

How does mere exposure enhance attitudes? A) by changing beliefs B) by adding beliefs C) through enhanced familiarity D) through shifting importance E) by changing perceptions of the ideal

C) through enhanced familiarity

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

C) two-sided message

Which type of appeal attempts to build a personality for the product or create an image of the product user? A) humorous appeal B) utilitarian appeal C) value-expressive appeal D) hedonic appeal E) emotional appeal

C) value-expressive appeal

Which of the following is a VALS segment of consumers? A) Traditionalists B) Minimalists C) Blue Blood Estates D) Believers E) Enthusiasts

D) Believers

Which of the following is not a reason why celebrity sources are effective? A) Celebrities may attract attention to the advertisement. B) A celebrity's likeability and popularity often translate into higher Aad, which can enhance brand attitudes. C) Some celebrities are also experts. D) Celebrities are physically attractive, and research has shown that individuals will agree with a physically attractive person regardless of the message or their own initial attitude. E) Consumers may identify with or desire to emulate the celebrity.

D) Celebrities are physically attractive, and research has shown that individuals will agree with a physically attractive person regardless of the message or their own initial attitude.

Which consumer technology segment is mature, retired, with low household income, and confused by technology? A) Journeymen B) Gatherers C) Apprentices D) Novices E) Traditionalists

D) Novices

Which of the following is a global lifestyle segment identified by Experian's Mosaic Global system? A) Low Income Experiencers B) Young & Rustic C) Young Digerati D) Sophisticated Singles E) Innovators

D) Sophisticated Singles

__________ consists of trustworthiness and expertise. A) A two-sided message B) The two routes to persuasion C) Message appeal D) Source credibility E) Message structure

D) Source credibility

What are the two dimensions of the VALS typology of consumers? A) age and gender B) age and stage of family life cycle C) stage of family life cycle and resources D) primary motivation and resources E) primary motivation and age

D) primary motivation and resources

Attempts to develop quantitative measures of lifestyle were initially referred to as __________, and is a term that is frequently used interchangeably with lifestyle. A) demographics B) lifeographics C) household life cycle D) psychographics E) personality

D) psychographics

Which of the following is not a primary motivation on which the VALS typology is based? A) ideals motivation B) achievement motivation C) self-expression motivation D) realist motivation E) All of these choices are primary motivations in the VALS typology.

D) realist motivation

In which type of ad does a person, generally a typical member of the target market, recount his or her successful use of the product, service, or idea? A) single message B) two-sided message C) comparative ad D) testimonial ad E) demonstration

D) testimonial ad

Spokescharacters can be A) animated animals. B) animated people. C) animated products. D) animated objects. E) All of these choices are correct.

E) All of these choices are correct.

Which of the following is a common technique for inducing trial behavior? A) coupons B) free samples C) point-of-purchase displays D) tie-in purchases E) All of these choices are correct.

E) All of these choices are correct.

The simplest form of message framing where only a single attribute is the focus of the frame is known as A) priming. B) a one-sided message. C) goal framing. D) simple framing. E) attribute framing.

E) attribute framing.

Which of the following is an approach used by marketers to increase consumers' affect toward their brand? A) classical conditioning B) create a positive affect toward the ad or website C) mere exposure D) classical conditioning and create a positive affect toward the ad or website E) classical conditioning, create a positive affect toward the ad or website and mere exposure

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

Which type of ad directly compares the features or benefits of two or more brands? A) one-sided message B) two-sided message C) fear appeal D) third-party endorsement E) comparative ad

E) comparative ad

Which of the following do marketers need to be concerned about with respect to using celebrities as company spokespersons? A) overexposure of the celebrity B) negative behavior involving the spokesperson C) image of the celebrity does not match the image of the product or brand D) overexposure of the celebrity and negative behavior involving the spokesperson E) overexposure of the celebrity, negative behavior involving the spokesperson, and image of the celebrity does not match the image of the product or brand

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