Consumer Behavior Exam 2

Which of the following stimulus statements is true regarding stimulus position and attention with respect to advertising?

For US readers, high-impact zones in print ads and other print documents tend to be more top and left of the ad

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?

classical conditioning

Regulatory focus theory suggests that-

consumers will react differently depending on which broad set of motives is most salient

Which of the following stages of the information processing model constitute perception?

exposure, attention, and interpretation

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

group

The idea between _ is that different parts of our brain are better suited for focused versus non-focused attention.

hemispheric lateralization

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

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

learning

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

John doesn't know very much about electronic equipment, but he wanted to get his girlfriend an MP3 player for her birthday. His roommate, Hank, knows all about these types of products and made a recommendation to John. For this product category, Hank is known as a(n) _____. A. market maven B. opinion leader C. interpreter D. screener E. market leader

market maven

The energizing force that activates behavior and provides purpose and direction to that behavior is known as

motivation

Which component of memory is also referred to as working memory and is the portion of total memory that is currently activated or in use

short term memory