MKT 4040 Midterm

A two-sided message is one that: Select one: a. contains both positive and negative information about a product. b. opens up communication between two sources. c. has two spokespersons. d. contains information from two different sources. e. uses two types of comparative advertising.

A.

Barbara loves to visit the mountains during this time in the summer. It is December and she has already started planning ahead for summer. She thinks she will feel relaxed and happy there. In this scenario, Barbara's prediction of her summer holidays is an example of _____. Select one: a. affective forecasting b. heuristic planning c. cognitive impulsion d. spatial analogy e. prospective theory

A.

Exotic King Foods used songs from the 60s and 70s in their ads to evoke a positive response in consumers who were baby boomers. The music could have acted as a(n) _____ in classical conditioning to create a good feeling toward Exotic King Foods. Select one: a. unconditioned stimulus b. conditioned response c. conditioned stimulus d. conditioned favor e. positive reinforcement

A.

In information search, _____ is the most frequently accessed type of information because it is a central node around which other information can be organized in memory.​ Select one: a. brand name b. usage instruction c. dealer information d. retail source e. interactivity

A.

Internal information search is: Select one: a. the process of recalling stored information from memory. b. examining online web information before referring other sources. c. searching for information from experts, magazines, or ads. d. searching for information from within one's reference group. e. accessing information available within one's friends or family.

A.

Lavish Homes is a furnishing and home décor store that is suited to people of all classes and tastes. Consumers tend to describe the brand as down-to-earth, honest, friendly, and cheerful. In this scenario, the consumers' descriptions reflect the _____. Select one: a. brand's personality b. network associativity c. associative schema d. schematic orientation e. brand's image

A.

Making a selection among options or courses of action is referred to as _____. Select one: a. decision-making b. affective response c. recourse equalization d. data tuning e. meta-analysis

A.

The temporary storage of input from all of our five senses is called: Select one: a. Sensory Memory b. Working Memory c. Long-term Memory d. Empathy e. Discursive Processing

A.

Which of the following statements is true of decision framing? Select one: a. Consumers are more willing to take risks with products when a choice is framed as avoiding a loss than one framed as acquiring a gain. CorrectCorrect b. Consumers react more positively when marketers frame the cost of a product as a large one-time expenseinstead of as aseries of small payments. c. A product framed in the context of higher-priced options will be judged as being moreexpensive than one framed in the context of lower-priced options. d. Consumers are more likely to choose a brand with negatively framed claims about a competitor when elaboration is high than when it is low. e. When the outcomes are equally positive, sellersfeel better about not losing money while buyers feel better about achieving gains.

A.

Which one of the following techniques used by marketers to enhance memory refers to the idea of taking complex strings of information and making them simple? Select one: a. Chunking b. Recirculation c. Rehearsal d. Seconding e. Elaboration

A.

A _____ is best when a customer wishes to rule out unsuitable options immediately. Select one: a. brand awareness state b. non-compensatory model c. self-affirmation strategy d. compensatory strategy e. subjunctive model

B.

A soon as Jack receives his monthly paycheck, he automatically sets aside an amount in his mind that he can spend on eating out. This is an example of: Select one: a. inert set b. mental accounting c. imperfect judgment d. deciding what attributes are important e. self-positivity bias

B.

According to the mere exposure effect, humans tend to: Select one: a. prefer unfamiliar objects to familiar ones. b. prefer familiar objects to unfamiliar ones. c. prefer not to expose their emotions. d. expose themselves to others' opinions. e. expose themselves to others' emotions.

B.

An indirect comparative message is: Select one: a. one in which a company's new product is compared to its original product. b. one in which the offering is compared with those of unnamed competitors. c. a message that is forgotten more quickly than the source. d. a thought that discounts or attacks the message source. e. a message delivered by a low-credibility source.

B.

Attitude confidence refers to: Select one: a. how much we know about a product. b. how strongly we hold an attitude. c. how much we like or dislike something. d. how our evaluations regarding a brand are mixed. e. how easily and readily an attitude can be retrieved from memory.

B.

Brandon is interested in electronic music and owns a used mixing deck. Recently, he realized that for better sound clarity, he needs a new music mixing deck. In this case, Brandon is in the stage of _____. Select one: a. postpurchase evaluation b. problem recognition c. information storage d. hypothesis testing e. internal search

B.

Clarke is moving out of town and wishes to sell his Legone motorbike. Patrick, Clarke's friend, is ready to purchase the motorbike. However, Clarke wants to charge a price that is much higher than Patrick is willing to pay. This scenario is an example of the _____. Select one: a. value-recognition effect b. endowment effect c. attribute framing effect d. goal framing effect e. eliminatory effect

B.

If consumers really like an ad, _____. Select one: a. classical conditioning will not occur b. their positive feelings may transfer from the ad to the brand c. they may have fewer associations with the brand advertised d. source derogations may increase e. their involvement in processing the ad may decrease

B.

In low-processing (low-effort) situations, a simple message is more likely to be effective because consumers will: Select one: a. be influenced by co-consumers who have supportive arguments for a product. b. not have to process a lot of information. c. be able judge products based on quality. d. not want to purchase products with a low brand image. e. be able spend a lot of time evaluating competitive prices.

B.

La Malang is a regular food festival which invites chefs from across the world to participate. People come in large numbers to try out the different cuisines. Food stalls during the festival have been classified into categories such as "Starters," "Main Course," and "Desserts." The similar characteristics of the dishes have led to this form of a categorization. The various categories in this scenario can be called _____. Select one: a. structural grades b. taxonomic categories c. objective categories d. prototype grades e. hierarchical orientations

B.

Marketers at Cephida Corp., an automobile manufacturer, advertise the company's new product, an SUV, with the tagline "A must-have car for parents." The ad highlights features that benefit parents. In this case, the marketers at Cephida Corp. stimulate consumer problem recognition by: Select one: a. product placement. b. creating a new ideal state. c. making consumers involve in subliminal perception. d. creating new inhibitions. e. making consumers have cognitive bias.

B.

Which of the following is a difference between expert consumers and novices? Select one: a. Novices have more concrete associations linked to a concept than expert consumers. b. Expert consumers have more refined taxonomic structure of categories than novices. c. Novices exhibit more flexibility in activating suitable categories than expert consumers. d. Novices have a richer associative network with more associations than expert consumers. e. Expert consumers exhibit less interest in activating suitable associations than novices.

B.

Which of the following statements is true of a consideration set? Select one: a. A brand's simply being recalled guarantees that it will be in a consumer's consideration set. b. Brands that are closest to the prototype are more likely to be included in the consideration set than brands that are not typical of the category. c. Brands toward which the consumer has negative attitudes tend to be included in the consideration set more often than brands that evoke positive attitudes. d. Consumers' consideration sets remain the same in terms of their size, stability, variety, and preference dispersion. e. Consumers' ability to recall a brand has nothing to do with the consideration sets.

B.

Which of the following statements is true of inhibition? Select one: a. It promotes the equality of preferences toward brands or products in an evoked set. b. Consumers may not always consider key aspects of a brand when making a decision. c. It leads to information overload. d. It increases the chances of fair judgement toward a brand. e. Consumers may recall information that contradicts their overall beliefs.

B.

Which of the following strategies can help marketers include a brand in consumers' consideration set? Select one: a. Reducing the brand's association with retrieval cues b. Associating products with certain goals and usage situations c. Decreasing ad exposure d. Completely eliminating retrieval cues e. Positioning the brand as far away as possible from the prototype

B.

With a _____, a brand is not dropped from the consideration list if it scores low on an attribute. Rather this information is used to form an idea about the overall score for the brand. Select one: a. subjunctive model b. compensatory model c. evolutionary model d. spiral model e. exploratory model

B.

_____ attempt to elicit anxiety by stressing the negative consequences of either engaging or not engaging in a particular behavior. Select one: a. Normative beliefs b. Fear appeals c. Support arguments d. Subjective norms e. Source derogations

B.

_____ is a way of producing a response to a stimulus by repeatedly pairing it with another stimulus that automatically produces this response. Select one: a. Modeling b. Classical conditioning c. Feedback generation d. Operant conditioning e. Transitioning

B.

______________ happens when consumers form judgments which are consistent with what they already believe. Select one: a. high-effort decision b. confirmation bias c. negativity bias d. low-effort decision e. conjunctive decision making

B.

Anna sees an ad for Naimo Lands, a theme park. Though she does not remember the price of the ticket or the names of the rides, she remembers how the employees had entertained the crowd during her last trip to Naimo Lands. She also remembers that she was given a gift before she left the park. In this case, the details remembered by Anna can be categorized as _____. Select one: a. recall through external search b. nonvivid information c. recall of experiences d. ​information gathered for problem recognition e. information stored in olfactory memory

C.

Brands viewed as the best examples of a product category are called_____. Select one: a. graded brands b. processed brands c. prototypical brands d. salient brands e. equitable brands

C.

Imagery plays a key role in _____. Select one: a. financial decision-making b. disjointivedecision-making c. emotional decision-making d. societal decision-making e. attributivedecision-making

C.

In the consumer decision process, _____ is the perceived difference between an ideal and an actual state. Select one: a. decision-making b. external search c. problem recognition d. postpurchase evaluation e. internal search

C.

Marketers can enhance consumers' retrieval of brands by advertising two complementary products together like "peanut butter and jelly", or "cookies and milk", and explaining why they go together. This is called using: Select one: a. Confusion b. The correct medium c. Redundant cues d. Prototypicality e. Salience

C.

Mike participated in a marketing research study. He was shown three different brand logos and he was asked to identify the brands. This is an example of a ___________ question. Select one: a. Elaboration b. Chunking c. Recognition d. Brand personality e. Recall

C.

The term _____ has been used to describe the attitude formation and change process when effort is low on the part of the consumer.​ Select one: a. ​sleeper effect b. ​online processing c. peripheral-route to persuasion d. ​endowment effect e. ​reasoning by analogy​

C.

Which of the following statements is true of central-route processing? Select one: a. It happens when consumers' motivation is low. b. Consumers' attitudes are based on tangential analysis of the message. c. It involves high elaboration on the part of the consumer. d. It is another name for classical conditioning. e. Consumers form weak attitudes that are not persistent and resistant to change.

C.

Which of the following statements is true of recalling attributes when consumers engage in internal search? Select one: a. If all brands of a product are the same price, it is likely to be recalled. b. Attribute information recalled tends to be in its original detail rather than in summary. c. Consumers can recall diagnostic information more easily than non-diagnostic information. d. It is easier to remember specific attribute information than overall evaluations or attitudes. e. Consumers access all product attributes stored in memory.

C.

_____ is an overall evaluation that expresses how much consumers like or dislike an object, issue, person, or action. Select one: a. Motivation b. An opportunity c. An attitude d. Exposure e. Ability

C.

_____ is the tendency to store information better if it comes first in a sequence. Select one: a. Dormancy b. Ascendency c. Primacy d. Recency e. Occupancy

C.

______________ is memory that we consider to be subconsciously stored, and it influences our decisions and behavior. Select one: a. Iconic memory b. Recursive memory c. Implicit memory d. Long-term memory e. Explicit memory

C.

A _____is some stimulus that facilitates the activation of memory. Select one: a. log signal b. prototype c. schema d. retrieval cue e. script

D.

Cathy and Don are soon to be parents. Lately, they have been interested in childcare products. In this scenario, Cathy and Don's needs are triggered by their ____________. Select one: a. boredom b. ongoing search c. dissatisfaction d. family life cycle e. online processing

D.

In the context of memory and retrieval, which of the following statements is true of interference? Select one: a. It is reduced by repeatedly retrieving a particular informationfrom memory. b. It is negatively affected by competitive advertising when an established brand promotes a new attribute. c. It affects bilingual customers since second-language messages are retrieved better than first-language messages. d. It occurs when the strength of a memory deteriorates over time because of the presence of other (new) memories that compete with it. e. It occurs when a person retrieves memories through the use of decoding techniques.

D.

Jenny, a frequent jogger, sees a television ad for sports shoes that features a famous marathon runner. Viewing the ad makes her think "This is a good product if he is endorsing it because he has won many marathons." In this scenario, Jenny is: Select one: a. being a persuasive ad viewer and a critical judge of the product. b. being attracted by having her attention levels raised. c. using memorable sources that help encode associations about the product. d. using credible sources to form an attitude about the product. e. focusing on the peripheral arguments in her persuasion.

D.

Jonathan has always been interested in computers. He consistently reads computer magazines, attends various seminars on computer technology, and follows developments in the field through the Internet. In this scenario, Jonathan is engaged in _____. Select one: a. preattentive processing b. problem recognition c. internal search d. ongoing search e. diagnostic information.

D.

When brands in consumers' consideration set are similar in attractiveness, they must put more effort into making a decision and will more likely use a(n) _____. Select one: a. high-elaboration model b. cutoff model c. associative model d. compensatory model e. low-elaboration model

D.

When the brand name is so powerful in representing a category, it may become synonymous with the category it represents. Then it is called: Select one: a. Enhancing retrieval b. Retrieval cue c. Graded structure d. Category namesake e. Cotton swabs

D.

_____ is a process that involves consumers becoming bored with a stimulus. Select one: a. Closeness b. Attrition c. The deactivation effect d. Wearout e. The mere exposure effect

D.

A company can use different things as retrieval cues for their products. Which on of the following is one of them? Select one: a. Package b. Logo c. Spokesperson d. Images e. All of the above

E.

Brad often watches advertisements for acne removal creams. When he listens to claims that the product makes the users' skin clearer in a few hours, he wonders, "No one's skin can become clear within hours. The product will not work." Brad's thoughts are examples of _____. Select one: a. one-sided messages b. support arguments c. credibility d. reasoning by analogy e. counterarguments

E.

Gnosis Inc. is an energy drink manufacturer. A white racing stag on a purple background is the logo on all of its drinks. When consumers see the logo, they immediately associate it with the brand. This increases the chances of them buying the energy drink. In this case, the logo of the brand is an example of a(n) _____. Select one: a. support argument b. two-sided message c. infomercial d. advertorial e. retrieval cue

E.

Iconic memory is sensory memory of things we _____. Select one: a. smell b. touch c. taste d. hear e. see

E.

Judging how probable it is that something will occur is referred to as a(n) _____. Select one: a. motivational insight b. conjunctive process c. evaluation of randomization d. affective response e. estimation of likelihood

E.

Judgment is a(n) _____ the decision-making process. Select one: a. major outcome of b. affective feed into c. synonym for d. minor outcome of e. critical input into

E.

When consumers tend to exhibit _____, theyoften find moderately priced options more attractive than options that are either very expensive or very inexpensive. Select one: a. attribute moderation b. branding efficiency c. imagery dominance d. schematic inferiority e. extremeness aversion

E.

When deciding which brands to consider, a(n) _____ refers to those options that consumers want to choose among. Select one: a. inert set b. equivalent set c. maximized set d. inept set e. consideration set

E.

Which of the following statements is true of confirmation bias? Select one: a. Confirmation bias leads consumers to recall all important information, resulting in an optimal decision outcome. b. Confirmation bias is a bias that applies to less known brands. c. When confirmation bias is operating, we ignore all information. d. Confirmation bias is a bias that is related to the concept of online processing. e. When confirmation bias is operating, we are more likely to recall positive rather than negative information about favored brands.

E.

Which of the following statements is true when a company repetitively plays the same message? Select one: a. It diminishes brand awareness. b. It makes claims unbelievable. c. It decreases consumers' confidence in the brand. d. It decreases consumers' recalling effort through passive learning. e. It makes the brand name familiar.

E.

_____ is the model that provides an explanation of how attitudes predict consumer behavior. Select one: a. The prospect theory b. Hofstede's law c. Weber's law d. The body feedback theory e. The theory of reasoned action

E.

An inept set is the set of acceptable alternatives. Select one: True False

False

Consumers will search the same information sources no matter what stage of the search process they are in. Select one: True False

False

Decision-making is judging how likely it is that something will occur. Select one: True False

False

Favorability refers to how easily and readily an attitude can be retrieved from memory. Select one: True False

False

Felicia cannot remember how many miles per gallon her car gets, but she does recall it has very good mileage. This is an example of a retrieval cue. Select one: True False

False

Money received under negative circumstances is more likely to be spent on a hedonic purchase (e.g. taking a vacation) than on a utilitarian purchase (e.g. paying for college education). Select one: True False

False

Positioning close to the prototype can be an effective way to differentiate a brand. Select one: True False

False

Repetition of a brand name and messages in marketing communications prevents the brand name from being retained in the consumer's memory. Select one: True False

False

When consumers' motivation to process information relevant to a decision are low, consumers put a lot of effort into making these decisions. Select one: True False

False

A consideration set that contains only one or two brands reduces the need to search for information. Select one: True False

True

Bud wants to buy a car, but is not willing to consider any car that gets a mileage of less than 37 miles per gallon. This scenario illustrates that Bud has set a cutoff level in his mind. Select one: True False

True

By stimulating their imagery processing, marketers can help consumers process and retain more information. Select one: True False

True

Culture may influence the content and structure of consumers' knowledge. Select one: True False

True

Decay refers to the weakening of memory strength over time. Select one: True False

True

Episodic memory is about your experiences. Select one: True False

True

If two cars are the same price, then price is not diagnostic, or useful, when consumers are making a decision. Select one: True False

True

Marketing can help put consumers in a state of problem recognition and motivate them to start the decision process by attempting to create dissatisfaction with their actual state. Select one: True False

True

Two types of external search are prepurchase search and ongoing search. Select one: True False

True

When classical conditioning is used in a marketing situation, the conditioned stimulus is the product/brand. Select one: True False

True

You can change attitudes by changing the performance of your product on a weaker dimension. Select one: True False

True