consumer behavior exam 1
26. 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 compared with imports. Consumers' attitudes are slow to change, however, and marketers must use which strategy to change the cognitive component of consumers' attitudes? A. changebeliefs B. shift importance C. addbeliefs D. changeideal E. changefeelings
A. changebeliefs
13. Organizing individual items into groups of related items that can be processed as a single unit is called _____. A. chunking B. maintenancerehearsal C. zipping D. minimizing E. conditioning
A. chunking
15. Using the toll-free number 1-800-FLOWERS to help consumers remember the phone number is an example of _____. A. chunking B. maintenancerehearsal C. zipping D. minimizing E. conditioning
A. chunking
50. What are the two basic forms of conditioned learning? A. classicalandoperant B. classicalandiconic C. iconicroteandmodeling D. analogyandmetaphor E. positiveandnegative
A. classicalandoperant
3. Coca-Cola does not advertise during the evening news because the marketer does not want the often- negative information reported on the news to create a negative feeling toward the brand. Which type of learning creates an association between the brand and some response? A. classicalconditioning B. operant conditioning C. iconiclearning D. vicariouslearning E. reinforcedlearning
A. classicalconditioning
24. The memory of a sequence of events in which a person participated is called _____. A. episodicmemory B. primarymemory C. accessiblememory D. semantic memory E. conditionedmemory
A. episodicmemory
25. Shirley and Bud have been married for almost 50 years, but Shirley can remember their wedding day so clearly. She remembers how happy she felt that day and how wonderful it was to celebrate their marriage with all of their family and friends. She even remembers walking down the aisle, seeing her future husband waiting for her, and her father kissing her as he placed her hand in Bud's. Which type of memory does this represent? A. episodicmemory B. primarymemory C. accessiblememory D. semantic memory E. conditionedmemory
A. episodicmemory
63. Which of the following is an individual characteristic that influences interpretation? A. expectations B. organization C. changes D. proximity E. clutter
A. expectations
37. Which type of memory is characterized by the conscious recollection of an exposure event? A. explicit memory B. schematicmemory C. implicitmemory D. constructed memory E. concretememory
A. explicit memory
20. Which type of processing involves the recall and mental manipulation of sensory images, including sight, smell, taste, and tactile (touch) sensations? A. imageryprocessing B. mentalprocessing C. episodicprocessing D. transient processing E. conditionedprocessing
A. imageryprocessing
2. Perception is a process that begins with consumer exposure and attention to marketing stimuli and ends with consumer _____. A. interpretation B. attitudes C. action D. acceptance E. behavior
A. interpretation
54. Which of the following is a motivational state caused by consumer perceptions that a product, brand, or advertisement is relevant or interesting? A. involvement B. need C. want D. desire E. action
A. involvement
78. The minimum amount that one stimulus can differ from another with the difference still being noticed is referred to as the _____. A. just noticeable difference B. perceptualdifference C. discriminatorydifference D. inferential difference E. minimaldifference
A. just noticeable difference
45. Motives that are known and freely admitted are called _____. A. manifest motives B. latentmotives C. objectivemotives D. acceptablemotives E. primarymotives
A. manifest motives
30. Simply presenting a brand to an individual on a large number of occasions to make the individual's attitude toward the brand more positive is known as _____. A. mereexposure B. thefamiliarityeffect C. positiveexposure D. repetitiveexposure E. thesaturationeffect
A. mereexposure
43. A consumer who buys a product because a close friend bought one may be fulfilling a _____ motivation. A. modeling B. independence C. causation D. ego-defense E. noneoftheabove
A. modeling
1. The energizing force that activates behavior and provides purpose and direction to that behavior is known as _____. A. motivation B. personality C. emotion D. perception E. needs
A. motivation
9. Duane is attempting to determine consumers' attitudes toward his restaurant by asking them their beliefs about how his restaurant performs on several attributes, such as price, ambience, quality of the food, and friendliness of service. Consumers can rate his restaurant with a score of 1 to 7 for each of these attributes, with 7 being the highest. Duane adds up the scores to see how he performs, using the assumption that a higher total is better. At a basic level, which type of model is Duane using? A. multiattribute attitude model B. cognitiveassessmentmodel C. beliefassessmentmodel D. summationmodel E. attributeheuristicmodel
A. multiattribute attitude model
27. Which type of memory structure is a complex web of associations? A. schema B. image C. script D. iconic E. conceptual
A. schema
48. Which of the following is NOT a specific learning theory? A. schematic B. operant C. iconicrote D. vicarious/modeling E. reasoning/analogy
A. schematic
7. Which component of memory is also referred to as working memory and is that portion of total memory that is currently activated or in use? A. short-termmemory B. long-termmemory C. primarymemory D. secondarymemory E. transientmemory
A. short-termmemory
49. Dr. Rosenfeld is the doctor on Sunday House Call, a Sunday morning health program on the Fox News channel. Dr. Rosenfeld is highly esteemed in his field and provides up-to-date medical information for viewers. Sometimes, he recommends specific products, and Valerie, a regular viewer of the program, trusts what he says or recommends because he doesn't seem to have an apparent motive to mislead viewers. Which characteristic does Dr. Rosenfeld possess? A. sourcecredibility B. sourcederogation C. sourceexperience D. sourcelikeability E. sourceattractiveness
A. sourcecredibility
52. Advertisements and packages for Kellogg's Smart Start breakfast cereal include the seal of the American Heart Association, indicating that it is a hearty, healthy choice. This seal can influence consumers to purchase this brand because the American Heart Association has a reputation of trustworthiness and expertise. The seal appearing on packages and in advertisements represents a _____. A. third-partyendorsement B. testimonial C. two-sidedmessage D. sponsorship E. messageframe
A. third-partyendorsement
37. _____ indicates motivation or interest in a specific product category, and it can be temporary or enduring. A) Ability B) Product involvement C) Cognition D) Focused attention E) Interest
B) Product involvement
41. Which of the following is an ability factor related to attention that may require less attention to the brand's ads by an individual due to their high existing knowledge? A) involvement B) brand familiarity C) brand equity D) contrast E) interestingness
B) brand familiarity
4. Which of the following is NOT a step in the information-processing model? A) exposure B) comparison C) attention D) interpretation E) memory
B) comparison
26. Attention generally _____ across repeated exposures, and repetition often _____ recall. A) increases; decreases B) decreases; increases C) remains constant; decreases D) remains constant; increases E) increases; increases
B) decreases; increases
20. 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. Thethreeattitudecomponentsoperateindependentlyfromeachother,soachangeinone 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.
17. _____ motives deal with the need to reach satisfying feeling states and to obtain personal goals. A. Cognitive B. Affective C. Preservation-oriented D. Advancement-oriented E. Safety-oriented Affective motives deal
B. Affective
44. _____ is the first strategy a loyal consumer uses when his or her favorite brand is attacked with negative information. A. Avoiding B. Discrediting C. Discounting D. Containment E. Skipping
B. Discrediting
77. _____ refers to presenting one of two equivalent value outcomes either in positive or gain terms or in negative or loss terms. A. Messagesidedness B. Messageframing C. Benefitsegmentation D. Positive/negative message E. Priming
B. Messageframing
29. The owner of a local restaurant wants to enhance consumers' attitudes toward his restaurant by changing the affective component of their attitude. Which of the following is an appropriate approach to achieve this objective? A. Change consumers' beliefs about attributes of his restaurant. B. Use positive music in his advertisements so that, over time, consumers will transfer the positive affect associated with the music to the restaurant. C. Convince consumers that an attribute for which this restaurant is strong is more important than other attributes consumers consider for this product category. D. Inform consumers that delivery is now available. E. Offer coupons to get consumers to visit the restaurant.
B. Use positive music in his advertisements so that, over time, consumers will transfer the positive affect associated with the music to the restaurant.
73. A local car dealership advertises quite frequently on local broadcast and cable television, and it seems as though the man in the ad is always yelling for consumers to "Come on down—you'll be glad you did!" This car dealership uses the same type of ad over and over even though the specific information changes, and consumers tend to shut out the message, evaluate it negatively, or disregard it. John is so sick of these ads that he instantly changes the channel when one comes on. This is an example of _____. A. zipping B. advertisingwearout C. interference D. pulsing E. poorpositioning
B. advertisingwearout
14. 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? A. cognitive B. affective C. behavioral D. latent E. manifest
B. affective
16. SAM (Self-Assessment Manikin) is used to assess which component of attitude? A. cognitive B. affective C. behavioral D. orientation E. personality
B. affective
40. An advertising theme such as "Serve Pepsi to your friends, they'll love you for it" is most likely based on _____ motivation. A. tensionreduction B. affiliation C. modeling D. expression E. noneoftheabove
B. affiliation
64. Which type of reasoning allows consumers to use an existing knowledge base to understand a new situation or object? A. operant reasoning B. analogical reasoning C. cognitivereasoning D. affectivereasoning E. consciousreasoning
B. analogical reasoning
45. High-involvement learning often involves _____. A. classicalconditioning B. analyticalreasoning C. iconicrotelearning D. alloftheabove E. noneoftheabove
B. analyticalreasoning
58. Nikki likes to attend the movies, but she is concerned with how expensive ticket prices are getting and the cost of concessions. She wants to have fun, but she also knows that she needs to save money for college. Which type of motivational conflict is Nikki experiencing? A. approach-approach B. approach-avoidance C. avoidance-avoidance D. acceptable-unacceptable E. unacceptable-acceptable
B. approach-avoidance
6. 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
B. cognitive
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
24. Attitude components tend to be _____. A. inconsistent B. consistent C. irregular D. disparate
B. consistent
67. Color and the nature of the programming surrounding the brand's advertisement are examples of _____ present in the situation that can play a role in consumer interpretation independent of the actual stimulus. A. stimuluscharacteristics B. contextualcues C. situationalorganization D. stimulus cues E. stimulustraits
B. contextualcues
29. Brands in the schematic memory that come to mind (are recalled) for a specific problem or situation are known as the _____. A. preferredset B. evokedset C. priorityset D. accessibleset E. primaryset
B. evokedset
60. Learning a concept or the association between two or more concepts in the absence of conditioning is known as _____. A. operant learning B. iconicrotelearning C. vicariouslearning D. modeling E. analyticalreasoning
B. iconicrotelearning
39. A market researcher asked Carl about his recollection of a specific exposure event, such as seeing an advertisement, or an experience, such as driving or riding in an Acura automobile, which was the brand the researcher was interested in. While Carl could not recall a specific ad and has never traveled in an Acura, he seemed to "know" quite a bit about this brand. Carl described the brand as "reliable," "high- performance," "luxury," and "expensive." Which type of memory does this represent? A. explicitmemory B. implicitmemory C. scriptedmemory D. suppressed memory E. subliminalmemory
B. implicitmemory
3. Any change in the content or organization of long-term memory or behavior is known as _____. A. marketing B. learning C. cognition D. informationprocessing E. repositioning
B. learning
8. Which portion of total memory is devoted to permanent information storage? A. short-termmemory B. long-termmemory C. primarymemory D. secondarymemory E. establishedmemory
B. long-termmemory
74. Toyota offers a hybrid version of its popular Highlander mid-sized SUV. The advertising for this car features the positive benefits of owning a hybrid, but it fails to mention that the Hybrid is considerably more expensive than the conventional version of the model. This is an example of a(n) _____. A. biased message B. one-sidedmessage C. two-sidedmessage D. positiveappeal E. comparativead
B. one-sidedmessage
34. Changing behavior prior to changing affect or cognition is based primarily on _____. A. classicalconditioning B. operant conditioning C. iconicrotelearning D. analyticalreasoning E. mereexposure
B. operant conditioning
54. The more often a response is reinforced, the more likely it will be repeated in the future as consumers learn that the response is associated with a positive outcome is the basic premise of which type of learning? A. classicalconditioning B. operant conditioning C. iconiclearning D. vicariouslearning E. reinforcedlearning
B. operant conditioning
55. 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? A. classicalconditioning B. operant conditioning C. iconicconditioning D. vicariousconditioning E. reinforcedconditioning
B. operant conditioning
26. What are two important long-term memory structures? A. primaryandsecondary B. schemaandscripts C. semanticandconceptual D. conceptualandimagery E. iconicandvicarious
B. schemaandscripts
15. For years, the U.S. Army ran an advertising campaign with the tagline, "Be all you can be." To which of Maslow's needs is this appealing? A. safety B. self-actualization C. physiological D. belongingness E. esteem
B. self-actualization
58. Which of the following occurs when a company provides financial support for an event such as the Olympics or a concert? A. third-partyendorsement B. sponsorship C. celebrityendorsement D. sourcecredibility E. two-sidedmessage
B. sponsorship
67. Many store brands use packaging and labeling that is similar to the more expensive national brand. The hope is that the look-alike package will elicit a similar response in consumers that encourages them to purchase the cheaper store brand. This is an example of _____. A. stimulusdiscrimination B. stimulusgeneralization C. stimulusconfusion D. stimulussimilarity E. stimulusdeception
B. stimulusgeneralization
69. The size, shape, and color are specific _____ of the stimulus that can affect interpretation. A. cues B. traits C. elements D. contextualcues E. signals
B. traits
62. 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? A. operant learning B. vicariouslearning C. shaping D. analyticalreasoning E. iconicrotelearning
B. vicariouslearning
25. Which of the following statements is FALSE regarding stimulus factors and attention? A) Larger stimuli are more likely to be noticed than smaller ones. B) Stimuli with greater intensity (e.g., loudness, brightness, length) are more likely to be noticed than less intense stimuli. C) Attention generally increases across repeated exposures, particularly when those exposures occur in a short period of time. D) Individuals tend to be attracted to pleasant stimuli and repelled by unpleasant stimuli. E) Consumers pay more attention to stimuli that contrast with their background than to stimuli that blend with it.
C) Attention generally increases across repeated exposures, particularly when those exposures occur in a short period of time.
28. Which of the following statements is true regarding stimulus position and attention with respect to advertising? A) Position effects in advertising are the same regardless of the medium used. B) Ads on the left-hand page receive more attention than those on the right based on how we peruse magazines and newspapers. C) For U.S. readers, high-impact zones in print ads and other print documents tend to be more toward the top and left of the ad. D) In online contexts, horizontal banners attract more attention then vertical banners. E) In television, the probability of a commercial being viewed and remembered increases as it moves from being the first to air during a break to the last to air.
C) For U.S. readers, high-impact zones in print ads and other print documents tend to be more toward the top and left of the ad.
51. _____ is the assignment of meaning to sensations. A) Attention B) Perception C) Interpretation D) Hemispheric lateralization E) Information processing
C) Interpretation
27. Ron owns a small retail establishment and is seeking your advice regarding getting shoppers' attention in the store. What should you recommend to Ron to help him get shoppers' attention? A) Ron should use cool colors, such as blues and grays, for displays. B) Ron should not use large displays because that can overwhelm shoppers. C) Ron should use warm colors, such as reds and yellows, because they are more arousing than cool colors. D) Ron should use displays with as much information as possible because shoppers will be able to attend to all of it. E) Ron should not use displays with moving parts because they will distract shoppers.
C) Ron should use warm colors, such as reds and yellows, because they are more arousing than cool colors.
5. Which of the following stages of the information-processing model constitute perception? A) exposure B) exposure and attention C) exposure, attention, and interpretation D) exposure, attention, interpretation, and memory E) exposure, attention, interpretation, memory, and action
C) exposure, attention, and interpretation
46. The idea behind _____ is that different parts of our brain are better suited for focused versus nonfocused attention. A) right brain/left brain lateralization B) subliminal lateralization C) hemispheric lateralization D) interpretation E) affective interpretation
C) hemispheric lateralization
16. Barry decided he needs a new car, so he started looking at commercials on television and ads in magazines as well as visiting several Web sites. What type of exposure does this represent? A) involuntary B) non-voluntary C) voluntary D) selective E) considered
C) voluntary
12. The capacity of STM is thought to be in the range of _____ bits of information. A. 1to2 B. 3to5 C. 5to9 D. 10to14 E. 15to20
C. 5to9
50. Which of the following statements is TRUE regarding subliminal stimuli? A. Research on messages presented too rapidly to elicit awareness indicates that such messages can actually have a substantial effect. B. Thereisevidencethatmarketersareusingsubliminalmessages. C. A subliminal ad is different from a "normal" ad in that it "hides" key persuasive information within the ad by making it so weak that it is difficult or impossible for an individual to physically detect. D. Subliminal advertising has not been the focus of intense study and public concern. E. Masked symbols, deliberate or accidental, do appear to affect standard measures of advertising effectiveness and can influence consumption behavior.
C. A subliminal ad is different from a "normal" ad in that it "hides" key persuasive information within the ad by making it so weak that it is difficult or impossible for an individual to physically detect.
40. _____ refers to the capacity of individuals to attend to and process information. A. Intelligence B. IQ C. Ability D. Aptitude E. Motivation
C. Ability
51. _____ attempts to create an association between a stimulus (e.g., brand name) and some response (e.g., behavior or feeling). A. Analogousconditioning B. Iconicroteconditioning C. Classicalconditioning D. Modeled conditioning E. Vicariousconditioning
C. Classicalconditioning
56. _____ is a process whereby stimuli are placed into existing categories of meaning. A. Affectiveinterpretation B. Consumerinference C. Cognitiveinterpretation D. Perceptualinterpretation E. Perceptualrelativity
C. Cognitiveinterpretation
17. _____ is(are) the use of previously stored experiences, values, attitudes, beliefs, and feelings to interpret and evaluate information in working memory as well as to add relevant previously stored information. A. Maintenancerehearsal B. Chunking C. Elaborativeactivities D. Conceptualization E. Conditioning Elaborative activities serve to redefine or add new elements to memory.
C. Elaborativeactivities
3. _____ is a series of activities by which stimuli are perceived, transformed into information, and stored. A. Perception B. Interpretation C. Information processing D. Perceptual exposure E. Selective exposure
C. Information processing
9. Which of the following statements is FALSE regarding short-term memory (STM)? A. STMisshort-lived. B. STM has limited capacity. C. STMisastaticstructure. D. Elaborative activities occur in STM E. STMisalsocalledworkingmemory.
C. STMisastaticstructure.
65. _____ refers to the process of learning to respond differently to similar but distinct stimuli. A. Stimulusgeneralization B. Stimulusreasoning C. Stimulusdiscrimination D. Stimuluscontrasting E. Stimulusidentification
C. Stimulusdiscrimination
27. In an attempt to alter consumers' cognitive component of their attitude toward the 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. Pepsi was using which strategy to alter the cognitive structure of a consumer's attitude? A. changebeliefs B. shift importance C. addbeliefs D. changeideal E. changefeelings
C. addbeliefs
53. While any given advertisement for a product may focus on only one or a few purchasing motives, the _____. A. advertising campaign should focus more on manifest motives because they always have a stronger influence on purchase decisions B. overall campaign should attempt to position the product in the schematic memory to correspond with the target market's purchase motives C. advertising campaign needs to cover all the important purchase motives of the target market D. A and B E. B and C
C. advertising campaign needs to cover all the important purchase motives of the target market
12. 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
13. Kimberly-Clark is interested in mothers' emotional reactions to its Huggies brand of disposable diapers, which usually have popular characters or cute designs printed on them. Which component of attitude is Kimberly-Clark interested in? A. knowledge B. cognitive C. affective D. behavioral E. orientation
C. affective
23. Madeline has a(n) _____ toward Regular Coke, whereby she simultaneously really likes the taste but also is really negative about the brand because it has high calories. A. relativeattitude B. lackofability C. ambivalent attitude D. interpersonalinfluence E. alloftheabove
C. ambivalent attitude
1.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
Caleb learned from his parents that littering was bad, so when he sees someone doing it, he forms an unfavorable impression of that person. Caleb's learned predisposition to dislike someone who litters represents his _____. A. emotion B. personality C. attitude D. orientation E. intelligence
C. attitude
18. Which component of attitude represents one's tendency to respond in a certain manner toward an object or activity? A. cognitive B. affective C. behavioral D. orientation E. personality
C. behavioral
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
39. Carissa is highly involved is a purchase decision for a new car. She has searched the Internet, visited car dealerships, talked to friends and family, and paid attention to advertisements. According to the elaboration likelihood model, by which route is Carissa likely to be persuaded? A. primaryroute B. secondaryroute C. centralroute D. peripheralroute E. direct route
C. centralroute
43. Addison is a brand manager and wants consumers to form attitudes that are strong, resistant to counter persuasion attempts, more accessible from memory, and more predictive of behavior. Which route of the elaboration likelihood model should he encourage consumers to take? A. primaryroute B. secondaryroute C. centralroute D. peripheralroute E. direct route
C. centralroute
38. The elaboration likelihood model posits two routes to persuasion, which are the _____. A. primaryrouteandsecondaryroute B. temporary route and permanent route C. centralrouteandperipheralroute D. manifest route and latent route E. direct route and indirect route
C. centralrouteandperipheralroute
37. Which of the following is a theory about how attitudes are formed and changed under varying conditions of involvement? A. cognitivedissonancetheory B. theoryofreasonedaction C. elaborationlikelihoodmodel D. attributiontheory E. noncompensatorytheory
C. elaborationlikelihoodmodel
18. A television commercial for the Senseo brand of coffee maker that can make coffee similar to what consumers purchase at coffee shops (e.g., Starbucks) encourages viewers to remember the experience of drinking their favorite coffee drinks at these types of shops. This coffee maker allows consumers to experience that sensation at home. What is this marketer trying to encourage? A. maintenancerehearsal B. chunking C. elaborativeactivities D. conceptualization E. conditioning
C. elaborativeactivities
68. In conditioned learning, forgetting is often referred to as _____. A. decay B. deconditioning C. extinction D. failure E. retrievalfailure
C. extinction
60. Which type of appeal uses the threat of negative (unpleasant) consequence if attitudes or behaviors are not altered? A. one-sided message B. two-sidedmessage C. fearappeals D. humorousappeals E. comparativeads
C. fearappeals
79. Which type of message framing stresses either the positive outcomes of performing a behavior or the negative outcomes of not performing a behavior? A. attributeframing B. two-sidedframing C. goalframing D. end-stateframing E. benefit/lossframing
C. goalframing
38. Which type of memory involves the nonconscious retrieval of previously encountered stimuli? A. explicitmemory B. schematicmemory C. implicit memory D. constructed memory E. concretememory
C. implicit memory
70. Donald has just learned that he has Type II diabetes, so he wants to learn as much as he can to manage his health. He reads health magazines, visits health-related websites, and reads product nutrition and ingredient information on packages. Donald's strength of learning is most likely to be strong due to which factor that affects the strength of learning? A. mood B. punishment C. importance D. repetition E. dualcoding
C. importance
44. Which of the following is the primary determinant of how material is learned? A. educationlevel B. age C. levelofinvolvement D. occupation E. gender
C. levelofinvolvement
7. Which of the following is used to understand a consumer's cognitive component of attitude? A. attributiontheory B. cognitivedissonancetheory C. multiattribute attitude model D. attitudeconsistencytheory E. attitudeperceptionmodel
C. multiattribute attitude model
6. Which term is often used interchangeably with the term "motivation"? A. personality B. emotion C. need D. perception E. feeling
C. need
33. Stephanie is a working mother of two children. She has a stressful job, so she makes a point of walking two miles on her treadmill each day to help her unwind. By doing this, Stephanie is satisfying her _____. A. needforattribution B. needforautonomy C. needfortensionreduction D. needforreinforcement E. needformodeling
C. needfortensionreduction
55. Kellogg recently dropped Olympic swimmer Michael Phelps as a celebrity endorser. Kellogg's decision was based on ___________. A. theageofthecelebrity B. overexposureofthecelebrity C. negativebehaviorinvolvingthecelebrity D. a contract dispute E. conflict of interest with another sponsor
C. negativebehaviorinvolvingthecelebrity
46. High-involvement learning often involves _____. A. classicalconditioning B. iconicrotelearning C. operant conditioning D. alloftheabove E. noneoftheabove
C. operant conditioning
72. Anything that increases the likelihood that a given response will be repeated in the future is considered _____. A. punishment B. areward C. reinforcement D. aconditionedstimulus E. anoperant
C. reinforcement
65. Which of the following characteristics influencing interpretation represents factors beyond the stimulus itself? A. individual B. personal C. situational D. stimulus E. inferential
C. situational
31. How does mere exposure enhance attitudes? A. bychangingbeliefs B. byaddingbeliefs C. throughenhancedfamiliarity D. throughshiftingimportance E. bychangingperceptionsoftheideal
C. throughenhancedfamiliarity
76. For years, L'Oreal hair color would say in their ad that L'Oreal is "expensive, but you're worth it." This is an example of which type of advertisement? A. truthfulmessage B. one-sidedmessage C. two-sided message D. negative/positive message E. balancedmessage
C. two-sided message
70. Which type of appeal involves informing the consumer of one or more functional benefits that are important to the target market? A. multi-sided message B. value-expressiveappeal C. utilitarianappeal D. factualappeal E. supportiveappeal
C. utilitarianappeal
5. _____ involves incorporating brands into movies, television programs, and other entertainment venues in exchange for payment or promotional or other consideration, with the goal being to add realism to the scene, give subtle exposure to the brand, and influence consumers in an unobtrusive manner. A) Ad integration B) Product integration C) Brand integration D) Product placement E) Product synergy
D) Product placement
6. The fact that all aspects of the perception process are extremely selective is referred to as _____. A) perceptual selectivity B) sensory screening C) ego defenses D) perceptual defenses E) none of the above
D) perceptual defenses
42. Which factor affecting attention includes stimuli in the environment other than the focal stimulus (i.e., the ad or package) and temporary characteristics of the individual that are induced by the environment, such as time pressures or a crowded store? A) individual factors B) external factors C) transient factors D) situational factors E) nonprogrammatic factors
D) situational factors
46. _____ is used by loyal consumers, whereby they "seal off" the negative information as a way to quarantine. A. Avoiding B. Discrediting C. Discounting D. Containment E. Skipping
D. Containment
28. Which of the following statements is FALSE regarding schemas? A. A schema is also known as a knowledge structure. B. Concepts,events,andfeelingsarestoredinnodeswithinmemory. C. Associativelinksvaryintermsofhowstronglyandhowdirectlytheyareassociatedwithanode. D. Once an associative link is formed, it is permanent. E. Marketers expend substantial effort to influence the schema consumers have for their brands.
D. Once an associative link is formed, it is permanent.
71. _____ is(are) a stimulus characteristic that refers to the physical arrangement of the stimulus objects and can affect consumer interpretation and categorization. A. Proximity B. Rhetoricalfigures C. Contextualcues D. Organization E. Closure
D. Organization
62. _____ is an individual's characteristic response tendencies across similar situations. A. Motivation B. Emotion C. Empathy D. Personality E. Involvement
D. Personality
40. Which of the following is FALSE regarding the central route to persuasion in the elaboration likelihood model? A. Consumersexhibithighinvolvementwiththeproduct,message,ordecision. B. Consumers exhibit strong attention focused on central, product-related features and factual information. C. Consumers experience conscious thoughts about product attributes and use outcomes. D. Persuasion operates through classical conditioning. E. Persuasiongenerallyaltersproductbeliefs.
D. Persuasion operates through classical conditioning.
48. _____ consists of trustworthiness and expertise. A. Atwo-sidedmessage B. The two routes to persuasion C. Messageappeal D. Sourcecredibility E. Messagestructure
D. Sourcecredibility
33. 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
D. accessibility
47. Low-involvement learning often involves _____. A. classicalconditioning B. iconicrotelearning C. modeling D. alloftheabove E. noneoftheabove
D. alloftheabove
3. The most complex form of cognitive learning is _____. A. operant learning B. vicariouslearning C. iconicrotelearning D. analyticalreasoning E. modeling
D. analyticalreasoning
36. Which of the following is an individual factor that can influence attitude change? A. programcontext B. levelofviewerdistraction C. buyingoccasion D. consumer knowledge E. alloftheabove
D. consumer knowledge
61. Regulatory focus theory suggests that ____. A. consumers will react differently depending on which broad set of motives is most inconspicuous B. when prevention-focused motives are less salient, consumers seek to avoid negative outcomes C. when promotion-focused motives are less salient, consumers seek to gain positive outcomes D. consumers will react differently depending on which broad set of motives is most salient E. when promotion-focused motives are most salient, consumers are less eager and less risk-seeking decision makers
D. consumers will react differently depending on which broad set of motives is most salient
19. How are actual behaviors and response tendencies most often measured? A. physiological measures B. multiattributemodels C. SAMandadSAM D. direct questioning E. 100-point constant-sum scales
D. direct questioning
66. Which type of ad is designed primarily to elicit a positive affective response rather than to provide information or arguments? A. one-sided message B. two-sidedmessage C. fearappeal D. emotionalad E. comparativead
D. emotionalad
22. Which of the following is NOT a factor accounting for inconsistencies between measures of beliefs and feelings and observations of behavior? A. lack of need B. lack of ability C. weakly held beliefs and affect D. failure to consider negative reactions E. failure to consider interpersonal influence
D. failure to consider negative reactions
Quaker Oats contains zero milligrams of sodium. This is an example of what type of belief? A. conspicuousbelief B. benefit belief C. dominant belief D. featurebelief E. inherent belief
D. featurebelief
42. In which type of learning situation does the consumer have little or no motivation to process or learn the material? A. explicit learning B. implicit learning C. primarylearning D. low-involvement learning E. high-involvement learning
D. low-involvement learning
43. Kay was watching American Idol on television when a commercial for toilet tissue came on. She was not motivated at all to process the information provided in the ad. Which type of learning situation does this represent? A. explicit learning B. implicit learning C. primarylearning D. low-involvement learning E. high-involvement learning
D. low-involvement learning
11. Nick looked up a phone number in the telephone directory, and instead of writing it down, he kept repeating it to himself over and over until he could punch the numbers and make the call. Which of the following describes what Nick was doing? A. developingaschema B. developingascript C. employingimagery D. maintenancerehearsal E. chunkinginformation
D. maintenancerehearsal
59. Which of the following is NOT a type of cognitive learning? A. iconicrote B. vicarious C. reasoning/analogy D. operant E. All of the above are types of cognitive learning.
D. operant
59. Which of the following is NOT an individual characteristic that influences interpretation? A. traits B. learningandknowledge C. expectations D. organization E. All of the above are individual characteristics that influence interpretation.
D. organization
79. Which of the following offers marketing managers a useful technique for measuring and developing a product's position by taking consumers' perceptions of how similar various brands or products are to each other and relating these perceptions to product attributes? A. regressionanalysis B. conjoint analysis C. analyticalmapping D. perceptual mapping E. laddering
D. perceptual mapping
41. 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. primaryroute B. secondaryroute C. centralroute D. peripheralroute E. indirect route
D. peripheralroute
75. Which of the following is a strategy to reduce competitive interference? A. createasemanticmemoryofabrand B. createaepisodicmemoryofabrand C. usepulsing D. provideexternalretrievalcues E. provideanincentivefortrial
D. provideexternalretrievalcues
22. The basic knowledge and feelings an individual has about a concept are known as _____. A. episodicmemory B. primarymemory C. accessiblememory D. semantic memory E. conditionedmemory
D. semantic memory
23. When asked what the concept "New Year's" meant to Holly, she mentioned the following: party, holiday, new beginning, football, fun, resolution, and winter. Holly's basic knowledge and feelings she has about this concept comprises her _____. A. episodicmemory B. primarymemory C. accessiblememory D. semantic memory E. conditionedmemory
D. semantic memory
6. Which of the following are the two interrelated components of memory? A. primaryandsecondarymemory B. conditionedandunconditionedmemory C. operant and classical memory D. short-termandlong-termmemory E. impliedandexplicitmemory
D. short-termandlong-termmemory
51. Anne appears in a television commercial for a local chiropractor. She tells the audience how she suffered from migraine headaches several times a month. However, once she started treatment at this particular chiropractor, her headaches disappeared. She claimed, "I kept expecting them to come back, but they didn't. I have a whole new lease on life, thanks to Peavy Chiropractic!" Which type of ad is this? A. single message B. two-sidedmessage C. comparativead D. testimonialad E. demonstration
D. testimonialad
7. _____ occurs when a stimulus is placed within a person's relevant environment and comes within range of their sensory receptor nerves. A) Perception B) Attention C) Interpretation D) Perceptual offense E) Exposure
E) Exposure
Zipping, zapping, and muting are simply mechanical ways for consumers to selectively avoid exposure to advertising messages, often referred to as _____. A) exposure avoidance B) selective perception C) selective interpretation D) exposure avoidance E) ad avoidance
E) ad avoidance
39. James is interested in just about any type of electronic equipment, such as digital video recorders, computers, MP3 players, and digital cameras. He subscribes to several magazines devoted to these types of products, and he visits several different Web sites to learn more about these products. Which individual factor affecting attention is influencing James to attend to information about these products? A) ability B) information quantity C) interestingness D) expectations E) motivation
E) motivation
35. What are the major individual factors affecting attention? A) needs and wants B) hemispheric lateralization and interpretation C) motivation and needs D) exposure and interpretation E) motivation and ability
E) motivation and ability
52. Interpretation is generally a relative process rather than absolute, often referred to as _____. A) perceptual lateralization B) adaptation C) perceptual defenses D) selective perception E) perceptual relativity
E) perceptual relativity
28. Which of the following is an approach used by marketers to increase consumers' affect toward their brand? A. classicalconditioning B. create a positive affect toward the ad or website C. mereexposure D. AandB E. A,B,andC
E. A,B,andC
34. How can accessibility of information stored in long-term memory be enhanced? A. repetition B. rehearsal C. elaboration D. AandB E. A,B,andC
E. A,B,andC
54. Which of the following do marketers need to be concerned about with respect to using celebrities as company spokespersons? A. overexposureofthecelebrity B. negativebehaviorinvolvingthespokesperson C. image of the celebrity does not match the image of the product or brand D. AandB E. A,B,andC
E. A,B,andC
66. Which of the following is NOT a situational characteristic influencing interpretation? A. time pressure B. mood C. number of other individuals present D. nature of the material surrounding the message in question E. All of the above are situational characteristics influencing interpretation.
E. All of the above are situational characteristics influencing interpretation.
67. Which of the following is NOT a way emotional ads may enhance persuasion? A. byincreasingattentionoftheadand,therefore,adrecall B. byincreasinglikingofthead C. by increasing product liking through classical conditioning D. by increasing product liking through high-involvement processes E. All of the above are ways emotional ads may enhance persuasion.
E. All of the above are ways emotional ads may enhance persuasion.
55. Which of the following is TRUE regarding consumers who are highly involved in a specific product category? A. Theyaremorelikelytopayattentiontorelevantmarketingmessages. 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. Alloftheabovearetrue.
E. Alloftheabovearetrue.
2. Which of the following provides learning experiences that affect the type of lifestyle people seek and the products they consume? A. culture B. family C. friends D. mass media E. alloftheabove
E. alloftheabove
21. Which of the following is a factor that may account for inconsistencies between measures of beliefs and feelings and observations of behavior? A. lackofneed B. failuretoconsiderrelativeattitudes C. failuretoconsiderinterpersonalinfluence D. failuretoconsidersituationalfactors E. alloftheabove
E. alloftheabove
25. Which of the following is a strategy for altering the cognitive component of a consumer's attitude? A. changebeliefs B. shift importance C. addbeliefs D. changeideal E. alloftheabove
E. alloftheabove
33. Online marketers attempt simulate "touch" by creating a(n) _____. A. onlinesimulatedexperience B. virtual direct experience C. enhanced content, such as videos for experiential products D. abilitytoexperienceproductsinavirtualcontext E. alloftheabove
E. alloftheabove
42. 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 counter persuasion attempts C. moreaccessiblefrommemory D. morepredictiveofbehavior E. alloftheabove
E. alloftheabove
69. Which of the following enhances the strength of learning? A. importance B. messageinvolvement C. mood D. repetition E. alloftheabove
E. alloftheabove
Topic: Component Consistency 25. Which of the following is a strategy for altering the cognitive component of a consumer's attitude? A. changebeliefs B. shift importance C. addbeliefs D. changeideal E. alloftheabove
E. alloftheabove
41. Pat is purchasing new tires for his car. He expected to spend $400 or more for these tires, so he started researching on the Internet. He spent several days learning about this product and studied several consumer magazines (e.g., Consumer Reports). He decided to purchase Yokohama tires because they were rated the best tire value. Which type of learning situation does this illustrate? A. explicit learning B. implicit learning C. primarylearning D. low-involvement learning E. high-involvement learning
E. high-involvement learning
61. 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. vicariouslearning C. modeling D. analyticalreasoning E. iconicrotelearning
E. iconicrotelearning
52. Interpretation is generally a relative process rather than absolute, often referred to as _____. A. perceptuallateralization B. adaptation C. perceptualdefenses D. selectiveperception E. perceptualrelativity
E. perceptualrelativity
16. Which group of consumers is better able to chunk product information? A. youngerconsumers B. olderconsumers C. males D. females E. productexperts
E. productexperts
31. 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? A) Adaptation level theory B) Dual-coding theory C) Expectation theory D) Wear-out theory E) Over-exposure theory
A) Adaptation level theory
21. _____ occurs when the stimulus activates one or more sensory receptor nerves, and the resulting sensations go to the brain for processing. A) Attention B) Perception C) Exposure D) Interpretation E) Selection
A) Attention
45. Which of the following statements is FALSE regarding situational factors affecting attention? A) Motivation and ability are two major situational factors affecting attention. B) In advertising, consumers pay less attention to a commercial in a large cluster of commercials than they do to one in a smaller set. C) Clutter represents the density of stimuli in the environment. D) Program involvement refers to how interested viewers are in the program or editorial content surrounding the ads. E) Clutter and program involvement are two major situational factors affecting attention.
A) Motivation and ability are two major situational factors affecting attention.
58. When Joan sees an ad with a kitten or puppy, she always pays attention because seeing them makes her feel so happy. This emotional or feeling response triggered by the ads is known as _____. A) affective interpretation B) consumer inference C) cognitive interpretation D) perceptual interpretation E) perceptual relativity
A) affective interpretation
8. Carl is doing his homework and has the television on in the background. While it is on, several commercials aired. What stage of the information-processing model does this represent? A) exposure B) attention C) interpretation D) memory E) action
A) exposure
33. Walker was gathering information on plasma and LCD TVs because he wanted to purchase one for his household. He bought several electronic product magazines, visited several electronics stores, searched the Internet, and paid attention to the ads in the newspaper to learn more about this product. However, he was confronted with so much information that he could not attend to all of it. In fact, he it got to the point that he would not attend to it and became frustrated. This is an example of _____. A) information overload B) information burnout C) shopping burnout D) giving up E) consumer backlash
A) information overload
34. Which of the following is considered an individual factor affecting attention? A) motivation B) intensity C) clutter D) attractiveness E) isolation
A) motivation
43. Which of the following is a situational factor affecting attention? A) program involvement B) ability C) motivation D) repetition E) isolation
A) program involvement
57. _____ is the emotional or feeling response triggered by a stimulus such as an ad. A. Affectiveinterpretation B. Consumerinference C. Cognitiveinterpretation D. Perceptualinterpretation E. Perceptualrelativity
A. Affectiveinterpretation
76. _____ refers to the schematic memory of a brand. A. Brandimage B. Brandequity C. Brandleverage D. Brandposition E. Brandbenefit
A. Brandimage
52. _____ attempts to create an association between a response (e.g., buying a brand) and some outcome (e.g., satisfaction) that serves to reinforce the response. A. Operant conditioning B. Iconicroteconditioning C. Classicalconditioning D. Modeled conditioning E. Vicariousconditioning
A. Operant conditioning
15. 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 _____. A. aestheticappeal B. aspirationalappeal C. benefit appeal D. socialappeal E. personalityappeal
A. aestheticappeal
58. When Joan sees an ad with a kitten or puppy, she always pays attention because seeing them makes her feel so happy. This emotional or feeling response triggered by the ads is known as _____. A. affectiveinterpretation B. consumerinference C. cognitiveinterpretation D. perceptualinterpretation E. perceptualrelativity
A. affectiveinterpretation
57. In which type of motivational conflict must a consumer choose between two attractive alternatives? A. approach-approach B. positive-positive C. win-win D. avoidance-avoidance E. primary-primary
A. approach-approach
10. Which of the following refers to the continual repetition of a piece of information in order to hold it in current memory for use in problem solving or transferal to long-term memory? A. schema B. scripts C. imagery D. maintenancerehearsal E. chunking
d. maintenancerehearsal
You are a marketing manager. You decided to make some changes to your marketing actions (change product, packaging, brand logo, price, distribution, store display, advertisement, etc...) What are some specific changes that you would WANT your consumers to notice?
should be above JND
You are a marketing manager. You decided to make some changes to your marketing actions (change product, packaging, brand logo, price, distribution, store display, advertisement, etc...) What are some specific changes that you would NOT WANT your consumers to notice?
should be below jnd
