Marketing 307 Exam 4

Which of the following statements is FALSE regarding humorous appeals?

Humorous ads are low risk because they tend to translate well across situations and cultures

______ 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.

Operant conditioning

Which of the following statements is FALSE regarding short-term memory (STM)?

STM is a static structure

___refers to the capacity of individuals to attend to and process information

ability

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?

adaption level theory

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. Pepsi was using which strategy to alter the cognitive structure of a consumer's attitude?

add beliefs

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

affective

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

Low-involvement learning often involves_______

all of the above

Online marketers attempt simulate "touch" by creating a(n) _____.

all of the above

Which of the following is a strategy for altering the cognitive component of a consumer's attitude?

all of the above

Which of the following enhances the strength of learning?

all of the above -importance -message involvement -mood -repitition

Which of the following is NOT a way emotional ads may enhance persuasion?

all of the above are ways emotional ads may enhance persuasion

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

analogical reasoning

High-involvement learning often involves ______

analytical reasoning

The most complex form of cognitive learning is _____.

analytical reasoning

____ occurs when the stimulus activates one or more sensory receptor nerves, and the resulting sensations go to the brain for processing.

attention

A learned predisposition to respond in a consistently favorable or unfavorable manner with respect to a given object is known as a(n)______.

attitude

Which component of attitude represents one's tendency to respond in a certain manner toward an object or activity?

behavioral

Many consumers associate Mercedes automobiles with status, luxury, quality engineering, and high price. This is an example of Mercedes' _____.

brand image

_____ involves presenting an incomplete stimulus with the goal of getting consumers to complete it and thus become more engaged and involved.

closure

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?

cognitive

____ is a process whereby stimuli are placed into existing categories of meaning.

cognitive interpretation

Attention generally _____ across repeated exposures, and repetition often _____ recall.

decreases ; increases

____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.

elaborative activities

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?

exposure

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

exposure, attention, and interpretation

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

Quaker Oats contains zero milligrams of sodium. This is an example of what type of belief?

feature belief

____ 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

_______ refers to the manner in which the message is presented.

format

Pat is purchasing new tires for his car. Since he expected to spend $400 or more for these tires, 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?

high-involvement learning

An advertiser that surrounds its ads with positive programming _____.

increases the chances that their information is evaluated in a more positive light.

A series of activities by which stimuli are perceived, transformed into information, and stored is called _____.

information processing

___is a series of activities by which stimuli are perceived, transformed into information, and stored

information processing

Perception is a process that begins with consumer exposure and attention to marketing stimuli and ends with consumer _____.

interpretation

____is the assignment of meaning to sensations

interpretations

Which type of memory is viewed as an unlimited, permanent storage that can store numerous types of information such as concepts, decision rules, processes, affective (emotional) states, and so forth?

long-term memory

_______ is the total accumulation of prior learning experiences

memory

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?

motivation

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

Which of the following is considered a stimulus factor affecting attention?

position

____ refers to the fact that stimuli positioned close together are perceived as belonging to the same category.

proximity

Sam doesn't know much about digital video recorders, so when he went shopping for one, he decided on the model that had the highest price and the best warranty as well as one he had seen a lot of advertising for. Sam used these factors as _____.

quality signals

What are two important long-term memory structures

schema and scripts

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 basic knowledge and feelings an individual has about a concept is known as _____.

semantic memory

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?

short-term memory

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?

situational factors

______ consists of trustworthiness and expertise

source credibility

Advertisements and packages for Kellogg's Smart Start breakfast cereal include the seal of the American Heart Association, indicating that it is 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 represent a _____.

third-party endorsement

How does mere exposure enhance attitudes?

through enhanced familiarity

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 type of advertisement or sales presentation presents both good and bad points?

two-sided message

The source of a communication represents _____.

who delivers the message

Learning a concept or the association between two or more concepts in the absence of conditioning is known as _____.

ionic rote conditioning

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?

ionic rote conditioning

Which of the following is the primary determinant of how material is learned?

level of involvment

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?

source credibility