MKG 310 BSU

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? A) one-sided message B) two-sided message C) fear appeal D) third-party endorsement E) comparative ad

C

A loyal consumer will often use _____ to protect their brand by reducing the importance they put on a given attribute. A) avoiding B) discrediting C) discounting D) containment E) skipping

C

How did Okamoto, head of Japan's Oita Prefecture Fisherman's Cooperative, hope to reposition mackerel (saba)? A) as a premium brand of saba, identified by a weight and measure stamp on the fish B) as the best net caught saba in the world C) as premium seki saba, demanding up to $58 per fish D) as the best source for daily fish oil consumption E) as the poor man's sushi

C

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 _____. A) noise B) echoic memory C) interference D) clutter E) memory failure

C

The elaboration likelihood model posits two routes to persuasion, which are the _____. A) primary route and secondary route B) temporary route and permanent route C) central route and peripheral route D) manifest route and latent route E) direct route and indirect route

C

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) none of the above

A

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-party endorsement B) testimonial C)two-sided message D) sponsorship E) message frame

A

Lori reads three newspapers a day and is always reading a book in the evening. She has a high need to engage in thinking, and she actually enjoys it. She likes to complete crossword puzzles and do other types of word games. Lori has a high need for _____. A) cognition B) affection C) ethnocentrism D) uniqueness E) acceptance

A

Segmenting consumers on the basis of their most important attribute or attributes is called _____. A) benefit segmentation B) demographic segmentation C) psychographic segmentation D) attribute segmentation E) utilitarian segmentation

A

When Honda introduced its Odyssey mini-van, its advertising merely claimed, "It's the Honda of mini-vans." This is an example of _____. A) brand leverage B) brand generalization C) brand discrimination D) brand substitute E) brand complement

A

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

A

Which of the following statements is true regarding active and inactive consumer problems? A) Active problems require the marketer only to convince consumers that its brand is the superior solution. B) Active and inactive problems do not require different marketing strategies. C) An active problem is one of which the consumer is not aware. D) Even though a consumer is aware of it, an inactive problem is one that he or she has no desire to rectify. E) Active problems are more serious than inactive ones.

A

A firm that introduces a new line of non-fat snack food due to increasing consumer concern with health is _____. A) activating problem recognition B) reacting to problem recognition C) suppressing problem recognition D) triggering problem recognition E) none of the above

B

Attitude components tend to be _____. A) inconsistent B) consistent C) irregular D) disparate E) none of the above

B

Consumers have described Apple's iPod products, such as the MP3 music player and the new video player, as imaginative and up-to-date. The brand is also considered to be daring, changing the traditional media models. Based on this description, which dimension of brand personality best describes the iPod? A) sincerity B) excitement C) competence D) sophistication E) ruggedness

B

For which type of products can affect, emotions, and Aad play a role in more conscious, high-involvement settings? A) durable products B) hedonic products C) services D) high-price products nondurable products

B

High-involvement learning often involves _____. A) classical conditioning B) analytical reasoning C) iconic rote learning D) all of the above E) none of the above

B

Many consumers associate Mercedes automobiles with status, luxury, quality engineering, and high price. This is an example of Mercedes' _____. A) brand equity B) brand image C) brand leverage D) brand position E) brand identity

B

Raymond is conducting motivation research. He is using _____, which are designed to provide information on latent motives. A) strategic manipulation techniques B) projective techniques C) latent labeling techniques D) marketing user techniques E) manifest techniques

B

Rudy is a product category manager for a major consumer packaged goods manufacturer. Part of his job requires that he analyze a given product category and logically determine where improvements could be made. Rudy has determined several consumer problems this way. Which of the following best describes how Rudy uncovers consumer problems? A) activity analysis B) intuition C) product analysis D) problem analysis E) qualitative research

B

SAM (Self-Assessment Manikin) is used to assess which component of attitude? A) cognitive B) affective C) behavioral D) orientation E)personality

B

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-sided message C) two-sided message D) positive appeal E) comparative ad

B

What are two important long-term memory structures? A) primary and secondary B) schema and scripts C) semantic and conceptual D) conceptual and imagery E) iconic and vicarious

B

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) vicarious learning C) shaping D) analytical reasoning E) iconic rote learning

B

Which approach to problem recognition examines the purchase or use of a particular product or brand? A) activity analysis B) product analysis C) problem analysis D) human factors research E) emotion research

B

Which component of attitudes consists of a consumer's beliefs about an object? A) affective B) cognitive C) factual D) behavioral E) utilitarian

B

Which of the following are abstractions of reality that capture the meaning of an item in terms of other concepts? A) imagery B) concepts C) episodes D) semantics E) schema

B

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) The three attitude components operate independently from each other, so a change in one 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

Which portion of total memory is devoted to permanent information storage? A) short-term memory B) long-term memory C) primary memory D) secondary memory E) established memory

B

Which problem recognition involves a discrepancy that only one brand can solve? A) generic problem recognition B) selective problem recognition C) active problem recognition D) inactive problem recognition E) primary problem recognition

B

Which set of motives deals with our need to determine who or what causes the things that happen to us? A) need for consistency B) need for attribution C) need to categorize D) need for objectification E) need for autonomy

B

Which term is used to refer to the liking/disliking aspect of a specific feeling? A) emotion B) affect C) hedonic D) cognition E) valence

B

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) classical conditioning B) operant conditioning C) iconic conditioning D) vicarious conditioning E) reinforced conditioning

B

Which type of decision making process in effect involves no decision per se? A) simple decision making B) nominal decision making C) extended decision making D) automatic decision making E) default decision making

B

_____ refers to presenting one of two equivalent value outcomes either in positive or gain terms or in negative or loss terms. A) Message sidedness B) Message framing C) Benefit segmentation D) Positive/negative message E) Priming

B

The level of one's desire to resolve a particular problem depends on which factors? A) the consumer's perception of his or her actual state and the desired state B) the length of time required to make a decision and the level of purchase involvement C) the magnitude of the discrepancy between the desired and actual states and the relative importance of the problem D) the degree of brand loyalty and the amount of time required to make a decision E) the direction of the discrepancy between the desired and actual states and the relative importance of the purchase

C

Tony the Tiger, the Jolly Green Giant, and the Aflac duck are examples of _____. A) celebrity spokespersons B) sponsors C) spokescharacters D) two-sided messages E) inanimate celebrity characters

C

Two prominent sets of motives under regulatory focus theory are termed _____. A) approach and latent B) excess and manifest C) promotion and prevention D) acute and chronic E) motivate and conflict

C

Which of the following involves presenting two stimuli in close proximity so that eventually the two are perceived to be related or associated? A) pairing B) combining C) conditioning D) operating E) shaping

C

Which of the following is FALSE regarding how emotional responses to advertising influence consumer behavior? A) Emotional advertisements that trigger a positively evaluated emotion will enhance liking of the ad itself. B) Emotional content in advertisements enhances their attention, attraction, and maintenance capabilities. C) While emotional content in advertisements may increase attention, emotional messages have not been found to be processed more thoroughly than neutral messages. D) Repeated exposure to positive-emotion-eliciting ads may increase brand preference through classical conditioning. E) Repeated exposure to positive-emotion-eliciting ads may result in brand preference occurring in a direct, high-involvement way.

C

Which of the following is NOT a core trait in the Five-Factor Model of personality? A) extroversion B) instability C) reliability D) openness to experience E) conscientiousness

C

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-expressive appeal C) utilitarian appeal D) factual appeal E) supportive appeal

C

Which type of decision making involves an extensive internal and external information search followed by a complex evaluation of multiple alternatives and significant postpurchase evaluation? A) limited decision making B) nominal decision making C) extended decision making D) complex decision making E) complete decision making

C

Which type of memory involves the nonconscious retrieval of previously encountered stimuli? A) explicit memory B) schematic memory C) implicit memory D) constructed memory E) concrete memory

C

A consumer who purchases a certain style of clothes to establish and reinforce a unique identity is most likely fulfilling a need for _____. A) ego-defense B) affiliation C) modeling D) expression E) cues

D

All EXCEPT which of the following nonmarketing factors affect a consumer's actual state? A) past decisions B) normal depletion C) product/brand performance D) reference group E) availability of products

D

Brad was out of soft drinks in his dorm room, so he went to the store and purchased Coke. This is the brand he always buys, and he would not even consider purchasing another brand. Which type of nominal decision does this illustrate? A) routine decision B) repeat purchase decision C) primary decision D) brand loyal decision E) low visibility decision

D

Elizabeth is 15 years old and is asking her parents for more freedom. She wants to make more of the decisions that affect her, such as the clothes she wears, how late she can stay out, and what school she attends. This is an example of Elizabeth's need for _____. A) objectification B) ego defense C) expression D) autonomy assertion

D

In McGuire's classification of motives, which ones focus on the person's need for being adaptively oriented toward the environment and achieving a sense of meaning? A) affective B) preservation C) growth D) cognitive E) self-actualization

D

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

The manager of a bank branch is concerned about the number of mistakes the tellers were making, so he started manipulating different aspects of the environment in the bank to see what effect each has on the tellers' performance. He examined factors such as the lighting, temperature, and the volume of the music playing in the bank. Which approach to problem recognition is this manager using? A) activity analysis B) product analysis C) problem analysis D) human factors research E) emotion research

D

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. A) importance B) personalization C) dual coding D) mood enhancement E) self-referencing

E

Blake doesn't much care about cars but is engaging in a substantial amount of information search about cars since he is about to buy a new car. In terms of involvement, Blake is _____. A) high in product involvement; low in purchase involvement B) high in value-expressive involvement; low in product involvement C) high in product involvement; high in purchase involvement D) low in product involvement; low in purchase involvement E) low in product involvement; high in purchase involvement

E

Effective quality control and distribution and package inserts that assure the consumer of the wisdom of their purchase are attempts at _____. A) responding to consumer problems B) helping consumers recognize problems C) discovering consumer problems D) diverting consumers' attention away from problems E) suppressing problem recognition

E

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

E

Which condition is appropriate to attempt to influence generic problem recognition? A) It is early in the product life cycle. B) The firm has a high percentage of the market. C) External search after problem recognition is apt to be limited. D) It is an industry-wide cooperative effort. E) all of the above

E

Which group of consumers is better able to chunk product information? A) younger consumers B) older consumers C) males D) females E) product experts

E

Which of the following can be a component of a multiattribute model? A) a consumer's attitude toward a particular brand B) a consumer's belief about how a brand performs on a given attribute C) the importance the consumer attaches to an attribute D) a consumer's ideal level of performance on an attribute E) all of the above

E

Which of the following is a type of consumer decision making discussed in your text? A) nominal decision making B) limited decision making C) extended decision making D) b and c E) a, b, and c

E

Which of the following is considered a dimension of brand personality? A) ruggedness B) excitement C) sincerity D) competence E) all of the above

E