Exam #2

Which of the following is a characteristic associated with emotions? Emotions occur independently from physiological changes. Emotions are not associated with behaviors. Emotions involve objective feelings. Emotions are often triggered by environmental events. All of these choices are correct.

Emotions are often triggered by environmental events.

__________ occurs when a stimulus is placed within a person's relevant environment and comes within range of their sensory receptor nerves. Perception Attention Interpretation Perceptual offense Exposure

Exposure

Weber's Law is an example of a contribution to consumer behavior that comes from pharmacology. True False

False

__________ is the assignment of meaning to sensations. Attention Perception Interpretation Hemispheric lateralization Information processing

Interpretation

__________ is the total accumulation of prior learning experiences. Memory Brand image Brand equity Information processing Positioning

Memory

Maslow's hierarchy of needs is based on which premise? All humans acquire a similar set of motives through genetic endowment and social interaction. Some motives are more basic or critical than others. The more basic motives must be satisfied to a minimum level before other motives are activated. As the basic motives become satisfied, more advanced motives come into play. All of these choices are correct

All of these choices are correct

Which of the following is true regarding consumers who are highly involved in a specific product category? They are more likely to pay attention to relevant marketing messages. They are more likely to engage in analytical reasoning to process and learn new information. They are more likely to seek out information from numerous sources prior to a decision. They are more likely to act as opinion leaders. All of these choices are correct

All of these choices are correct

Generally speaking, compared to attitudes formed under the peripheral route, attitudes formed under the central route tend to be stronger. more resistant to counterpersuasion attempts. more accessible from memory. more predictive of behavior. All of these choices are correct.

All of these choices are correct.

__________ is an individual's characteristic response tendencies across similar situations. Motivation Emotion Empathy Personality Involvement

Personality

Which of the following statements is false regarding short-term memory (STM)? STM is short-lived. STM has limited capacity. STM is a static structure. Elaborative activities occur in STM STM is also called working memory.

STM is a static structure.

______ is the lowest intensity of a stimulus that consumers are capable of perceiving. The just noticeable difference The absolute threshold Weber's Law The relative threshold none of the above

The absolute threshold

Stimulus discrimination refers to the process of learning to respond differently to similar but distinct stimuli. True False

True

The likelihood and ease with which information can be recalled from long-term memory is termed retrieval. elaboration. maintenance. accessibility. learning.

accessibility.

In an attempt to alter consumers' cognitive component of their attitude toward 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. According to the multiattribute attitude model, Pepsi was using which strategy to alter a consumer's attitude? change beliefs shift importance add beliefs change ideal change feelings

add beliefs

Feelings or emotional reactions to an object reflect the __________ component of an attitude. knowledge cognitive affective behavioral orientation

affective

Madeline has a(n) __________ toward Coke, whereby she simultaneously really likes the taste but also is really negative about the brand because it has high calories. relative attitude lack of ability ambivalent attitude interpersonal influence All of these choices are correct.

ambivalent attitude

A learned predisposition to respond in a consistently favorable or unfavorable manner with respect to a given object is known as a(n) belief. emotion. attitude. cognition. attribute

attitude.

Which need in Maslow's hierarchy reflects a desire for love, friendship, affiliation, and group acceptance? safety self-actualization physiological belongingness esteem

belongingness

What are the two basic forms of conditioned learning? classical and operant classical and iconic iconic rote and modeling analogy and metaphor positive and negative

classical and operant

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? affective cognitive factual behavioral utilitarian

cognitive

Which of the following is a theory about how attitudes are formed and changed under varying conditions of involvement? cognitive dissonance theory theory of reasoned action elaboration likelihood model attribution theory noncompensatory theory

elaboration likelihood model

Strong, relatively uncontrollable feelings that affect our behavior are known as motivations. personality. emotions. perceptions. needs.

emotions.

Which of the following is not considered an emotional dimension? pleasure arousal dominance feeling All of these choices are emotional dimensions.

feeling

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? operant learning vicarious learning modeling analytical reasoning iconic rote learning

iconic rote learning

Perception is a process that begins with consumer exposure and attention to marketing stimuli and ends with consumer interpretation. attitudes. action. acceptance. behavior.

interpretation.

The minimum amount that one stimulus can differ from another with the difference still being noticed is referred to as the just noticeable difference. perceptual difference. discriminatory difference. inferential difference. minimal difference

just noticeable difference.

James begged his mother to buy him some high-top Converse shoes. When asked why he wanted these shoes, he said that he wanted them because they are comfortable. He really wanted them because his two best friends have them, and if he had them, he would be considered "cool," but he didn't want to tell his mother that. Wanting to appear "cool" to his friends represents which type of motive? manifest hidden secondary latent social

latent

Any change in the content or organization of long-term memory or behavior is known as marketing. learning. cognition. information processing. repositioning

learning.

Motives that are known and freely admitted are called manifest motives. latent motives. objective motives. acceptable motives. primary motives.

manifest motives.

Which of the following is considered an individual factor affecting attention? motivation intensity clutter attractiveness isolation

motivation

Which construct represents an unobservable inner force that stimulates and compels a behavioral response and provides specific direction to that response? motive personality emotion perception feeling

motive

Which of the following is used to understand a consumer's cognitive component of attitude? attribution theory cognitive dissonance theory multiattribute attitude model attitude consistency theory attitude perception model

multiattribute attitude model

Which of the following is not a type of cognitive learning? iconic rote vicarious learning/modeling analytical reasoning/analogy operant all of these choices are types of cognitive learning

operant

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? primary route secondary route central route peripheral route indirect route

peripheral route

The decision by a marketer to try to achieve a defined brand image relative to competition within a market segment is called product extension. brand extension. brand leveraging. product positioning. product equity

product positioning.

______ is the field of science that studies characteristics of human sensation/perception. psychology pharmacology marketing psychophysics none of the above

psychophysics

What are two important long-term organizational memory structures? primary and secondary schema and scripts semantic and conceptual conceptual and imagery iconic and vicarious

schema and scripts

Changing the channel when a radio commercial comes on, flipping past the ads in a newspaper or magazine, and avoiding a salesperson at BestBuy are all examples of ways for consumers to selectively avoid exposure to marketing messages, often referred to as exposure avoidance. selective perception. selective interpretation. perceptual lateralization. selective exposure.

selective exposure

Attention is determined by which factor? the stimulus the individual the situation the stimulus and the individual the stimulus, the individual and the situation

the stimulus, the individual and the situation

Which type of advertisement or sales presentation presents both good and bad points? unbiased message one-sided message two-sided message positive/negative message balanced message

two-sided message