Exam 3

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

learning

Which of the following is NOT an advertising tactic used to communicate brand personality?

length of the ad

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 websites to learn more about these products. Which individual factor affecting attention is influencing James to attend to information about these products?

motivation

Which construct represents an unobservable inner force that stimulates and compels a behavioral response and provides specific direction to that response?

motive

Which term is often used interchangeably with the term "motivation"?

need

In Maslow's hierarchy of needs, food, water, sleep, and to an extent, sex, are considered _____ motives.

physiological

Which of the following is NOT a specific learning theory?

schematic

Which of Maslow's needs involves the desire for self-fulfillment, to become all that one is capable of becoming?

self-actualization

Ads that encourage consumers to remember past personal experiences and use language such as "you" and "your" in the copy are using the strategy of _____ to enhance message involvement.

self-referencing

The physiological ability of an individual to distinguish between similar stimuli is called _____.

sensory discrimination

When considering consumers' ideal levels of performance on attributes when using a multiattribute attitude model, which attitude index is best?

0

Currently, what percent of U.S. households has a DVR?

40 percent

According to Nielsen, product placements on TV work best ________.

A and B

Which of the following statements adequately reflects the concept of attitude component consistency?

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

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?

Adaptation level theory

SAM (Self-Assessment Manikin) is used to assess which component of attitude?

Affective

Generally speaking, compared to attitudes formed under the peripheral route, attitudes formed under the central route tend to be _____.

All of the above

Which of the following statements is FALSE regarding stimulus factors and attention?

Attention generally increases across repeated exposures, particularly when those exposures occur in a short period of time.

_____ attempts to create an association between a stimulus (e.g., brand name) and some response (e.g., behavior or feeling).

Classical conditioning

_____ represents the density of stimuli in the environment.

Clutter

An advertisement for AT&T long distance telephone service split the screen in two and showed a person on each screen talking on the telephone. Below each person, there was a running total of the cost of the call. At the end of the commercial, the total cost on the AT&T side was lower than that for the Sprint side. This is an example of which type of ad?

Comparative AD

_____ is used by loyal consumers, whereby they "seal off" the negative information as a way to quarantine.

Containment

A loyal consumer will often use _____ to protect their brand by reducing the importance they put on a given attribute.

Discounting

Which of the following is a characteristic associated with emotions?

Emotions are often triggered by environmental events.

Affective motives focus on the person's need for being adaptively oriented toward the environment and achieving a sense of meaning.

False

Conflicts between motives are rare.

False

Consumers must directly experience a reward or punishment to learn

False

Emotions are rarely accompanied by cognitive thought.

False

Extroversion, instability, agreeableness, openness to experience, and conscientiousness are dimensions of brand personality.

False

The elaboration likelihood model (ELM) of persuasion posits two routes to persuasion: direct route and indirect route.

False

_____ involves presenting the stimulus in such a way that it is perceived as the focal object to be attended to and all other stimuli are perceived as the background.

Figure-ground

Appeal characteristics represent _____ a message is communicated.

How

_____ refers to presenting one of two equivalent value outcomes either in positive or gain terms or in negative or loss terms.

Message Framing

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) _____.

One-sided message

Advertisements or sales messages in which only one point of view is expressed are referred to as _____.

One-sided messages

_____ is an individual's characteristic response tendencies across similar situations.

Personality

In regulatory focus theory, _____ motives revolve around a desire for growth and development and are related to consumers' hopes and aspirations.

Promotion-focused

_____ consists of trustworthiness and expertise.

Source credibility

Which of the following occurs when a company provides financial support for an event such as the Olympics or a concert?

Sponsorship

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?

Testimonial

The information processing model has four major steps or stages: exposure, attention, interpretation, and memory.

True

Zipping, zapping, and muting are mechanical ways for consumers to selectively avoid exposure to advertising messages, often referred to as ad avoidance.

True

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?

Two sided message

Which of the following is FALSE regarding how emotional responses to advertising influence consumer behavior?

While emotional content in advertisements may increase attention, emotional messages have not been found to be processed more thoroughly than neutral messages.

Zipping, zapping, and muting are simply mechanical ways for consumers to selectively avoid exposure to advertising messages, often referred to as _____.

ad avoidance

Feelings or emotional reactions to an object reflect the _____ component of an attitude

affective

Which of the following is Toyota doing to fix its image problem?

all of the above

Consumers who actively complain when a product is not satisfactory are probably fulfilling _____ need.

an assertion

Which type of reasoning allows consumers to use an existing knowledge base to understand a new situation or object?

analogical reasoning

Why are the SAM and AdSAM measures effective across cultures?

because the pictorial representations don't require translation or alteration

Which of the following is an individual factor that can influence attitude change?

consumer knowledge

Consumer ability to effectively cope with stressful situations relates to the concept of _______.

emotional intelligence

The memory of a sequence of events in which a person participated is called _____.

episodic memory

Which type of memory is characterized by the conscious recollection of an exposure event?

explicit memory

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

exposure, attention, and interpretation

An advertisement theme of "do your own thing" is most likely to be based on a need for _____.

independence

Attitude components tend to be _____.

Consistent

If competing brands are comparable in terms of product features (central cues), then consistent with the elaboration likelihood model, under high involvement, peripheral cues like pleasant music will have no influence on brand preferences

False

Inner-scope Research recently found that DVR users who zip through TV ads are less "engaged" with the ads than those who did not

False

Long-term memory (LTM) is also called working memory.

False

Marketers create needs.

False

Need for stimulation is an active, external motive.

False

Research has shown that using high levels of fear in advertising such that consumers feel threatened are the most effective

False

The affective component of an attitude is one's tendency to respond in a certain manner toward an object or activity

False

The right side of the brain is primarily responsible for verbal information, symbolic representation, sequential analysis, and the ability to be conscious and report what is happening.

False

A long-running television commercial for Dial soap would show an individual in various situations with other people (e.g., car pool or elevator). This individual would join the others and look around, appearing to be in discomfort. Then a voice over would say, "Aren't you glad you used Dial...don't you wish everyone did?" Which type of appeal does this illustrate?

Fear appeal

Which of the following is FALSE regarding the central route to persuasion in the elaboration likelihood model?

Persuasion operates through classical conditioning.

_____ meaning is the conventional meaning assigned to a word such as found in the dictionary.

Semantic

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 _____.

Third-party endorsement

A two-sided message presents both good and bad points

True

Chapter: 11 A credible source can enhance message processing and acceptance.

True

Echoic memory is the memory of sounds, including words.

True

Explicit memory is characterized by the conscious recollection of an exposure event.

True

Four basic marketing strategies used for altering the cognitive structure of a consumer's attitude are: change beliefs, shift importance, add beliefs, and change ideal.

True

In conditioned learning, forgetting is often referred to as extinction

True

Need for stimulation is an active, external motive

True

One critical aspect of attitudes is that all three components tend to be consistent

True

Personality is an individual's characteristic response tendencies across similar situations.

True

Sounds of letters and words can symbolize product attributes.

True

Which of the following is true regarding value-expressive versus utilitarian appeals?

Utilitarian appeals are most effective for functional products.

_____ occurs when one fast-forwards through a commercial on a prerecorded program, and _____ involves switching channels when a commercial appears.

Zipping; zapping

Beyond projective techniques, a popular tool for identifying motives is _____?

a, b, c

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?

affective

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 _____.

affective interpretation

An advertising theme such as "Serve Pepsi to your friends, they'll love you for it" is most likely based on _____ motivation.

affiliation

Kevin is shy and doesn't really like to be around others. Most of the others from his high school that went to the same college he did got involved in student organizations, such as fraternities and sororities, business organizations, and religious groups, but Kevin didn't join anything. Kevin has a low need for _____.

affiliation

Accessibility is related to which of the following?

all of the above

Low-involvement learning often involves _____.

all of the above

Which of the following is true regarding consumers who are highly involved in a specific product category?

all of the above

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?

approach-avoidance

Gwen lives in Dijon, France. To her, French wine is the only wine worth drinking, and she would never consider drinking wine from California. Gwen is exhibiting _____.

consumer ethnocentrism

Dolly prefers to be in a large group rather than alone. She is talkative when with others and is very bold. Which personality trait best describes Dolly?

extroversion

Which of the following is NOT a factor accounting for inconsistencies between measures of beliefs and feelings and observations of behavior?

failure to consider negative reactions

Which core trait in the Five-Factor Model of personality is manifested by an individual being moody, temperamental, and touchy?

instability

Sometimes consumers have difficulty retrieving a specific piece of information because other related information in memory gets in the way, which is an effect referred to as _____.

interference

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?

maintenance rehearsal

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

Shelby wears Tommy Hilfiger clothing and drives an expensive automobile. He likes these types of brands because he feels they communicate his image to others. These brands are satisfying Shelby's _____.

need for expression

Changing behavior prior to changing affect or cognition is based primarily on _____.

operant conditioning

High-involvement learning often involves _____.

operant conditioning

A consumer's need for reinforcement is _____.

passive and external

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?

peripheral route

Many victims of hurricane Katrina were left without their homes, food, and water--basic necessities for living. Based on Maslow's hierarchy of needs, which motives were activated for these individuals?

physiological

Anything that increases the likelihood that a given response will be repeated in the future is considered _____.

reinforcement

Memory of how an action should occur is a special type of schema known as a(n) _____.

script

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?

self-actualization

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 _____.

stimulus generalization

Which characteristic of a logo has been found to lead to higher levels of logo liking?

symmetrically balanced

A consumer's tendency to initially react to a new product as though it were the same as similar existing products is most likely to be based on a need _____.

to categorize

Advertisements for BC Headache Powders usually show blue-collar workers using this product to obtain fast pain relief caused by their job (e.g., heavy lifting). Which advertising tactic is BC using to communicate its brand personality?

user imagery

Barry decided he needs a new car, so he started looking at commercials on television and ads in magazines as well as visiting several websites. What type of exposure does this represent?

voluntary