Consumer Behavior Exam 1: Chapters 1-6

In the context of consumer behavior, identify a true statement about attention. a. Attention is limited. b. Preattentive processing happens with focal attention. c. Focal attention occurs in peripheral vision. d. Attention is undivided. e. Habituation increases the attention-getting ability of marketing stimuli.

a. Attention is limited.

Which of the following statements is true of the original Maslow's hierarchy? a. Needs are not always ordered exactly as in this hierarchy. b. Lower-order needs are always fulfilled before higher-order needs. c. Ordering of needs are always consistent across individuals or cultures. d. The hierarchy takes into consideration the intensity of needs. e. The hierarchy considers the resulting effect on motivation.

a. Needs are not always ordered exactly as in this hierarchy.

The speaker at the Tomarao Enterprises sales seminar asked her audience "Would you like to be financially independent before the age of 50?" This is best thought of as an example of using _____ to elicit self-referencing. a. a rhetorical question b. emotional appeals c. visual branding d. body feedback e. a teaser

a. a rhetorical question

Melissa watches an advertisement for Flyhigh Airlines on television. The advertisement brings back memories of family trips during her childhood, and it elicits an emotional response from her. In this scenario, Melissa's reaction to the advertisement can be categorized as a(n) _____. a. affective response b. two-sided response c. ambivalent response d. counterargument e. ideal state

a. affective response

Alan, the marketing manager for ReadOn Note, realizes that the company's consumer base holds low-effort attitudes toward the product. On closely observing the consumers' reactions, Alan notices that the consumers do not devote emotional resources to processing the central idea behind ReadOn Note's marketing communications. In this scenario, the consumers: a. are passive recipients of the message. b. are unable to decode the information of the message. c. relate empathetically to the characters in the ad. d. process information with high attention levels. e. form strong beliefs about the message.

a. are passive recipients of the message.

Nathan wants to purchase a new laptop. To make the best choice, he reads computer magazines and articles online daily to acquire knowledge about various laptop specifications available. This is an example of _____. a. cognitive involvement b. enduring motivation c. rational agitation d. affective collaboration e. elaborative perception

a. cognitive involvement

In the context of unconscious formation of attitudes, _____ involves classical and evaluative conditioning. a. low-effort affect b. low-effort projection c. low-effort advertising d. low-effort learning e. low-effort cognition

a. low-effort affect

Incidental learning is learning that occurs from conscious processing rather than from repetition. a. True b. False

b. False

Mood is similar to classical conditioning because both require a repeated association between two stimuli. a. True b. False

b. False

Randy heard the same ad for Orenico cookies on many occasions. In the context of the truth effect, he is more likely to develop a negative belief about the product. a. True b. False

b. False

When motivation, ability, and/or opportunity (MAO) is high, consumers like a brand less when it features a celebrity endorser who also endorses lots of other products. a. True b. False

b. False

Whether or not music evokes a positive affective response is not dependent on the music's structure. a. True b. False

b. False

Joshua likes ice cream and routinely eats it for dessert after dinner. The schema for ice cream includes associations that reflect its consumption occasions. In the context of the associations in schemas, which of the following dimensions is depicted in this scenario? a. Uniqueness b. Favorability c. Perception d. Recognition e. Salience

b. Favorability

Linda has recently bought a new sports car. While driving to a party, she feels the urge to drive well above the speed limit so that she could win the admiration of her friends, but she also has safety concerns. This is a classic example of an _____. a. closed-sided contradiction b. approach-avoidance conflict c. approach-approach conflict d. open-sided contradiction e. avoidance contradiction

b. approach-avoidance conflict

The _____ are analytical processes that explain how consumers form and change attitudes. a. affective response models b. expectancy-value models c. emotional appeal models d. fear appeal models e. affective heuristic models

b. expectancy-value models

A TV commercial for a local blood bank features a young boy in urgent need of a blood transfusion. The commercial makes viewers feel guilty about not donating blood. This ad is using _____. a. an analogy b. fear appeal c. product placement d. the sleeper effect e. comparative advertising

b. fear appeal

In the context of objects of involvement, consumers involved in certain decisions and behaviors are experiencing a(n) _____. a. objective response b. response involvement c. motivated reasoning d. rational involvement e. cognitive collaboration

b. response involvement

Which of the following statements is true when processing effort is low? a. Consumers process information deeply. b. Consumer attitudes are highly resistant to attacks. c. Consumer attitudes are not based on strong beliefs. d. Consumers do not develop counterarguments. e. Consumer beliefs can be successfully changed.

c. Consumer attitudes are not based on strong beliefs.

_____ is a special case of classical conditioning that produces an affective response by repeatedly pairing a neutral conditioned stimulus and an emotionally charged unconditioned stimulus. a. Elective conditioning b. Parallel conditioning c. Evaluative conditioning d. Authorized conditioning e. Inflexible conditioning

c. Evaluative conditioning

Which of the following is an ego-focused response? a. Doubt b. Association c. Happiness d. Recognition e. Evaluation

c. Happiness

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

c. It makes the brand name familiar.

The fact that taxonomic category members vary in how well they are perceived to represent a category illustrates the principle of _____. a. correlated association b. co-branding c. graded structure d. a prototypical brand e. a goal-derived group

c. graded structure

Joshua saw an online article with information that was slightly negative about the brand of personal computer he had just bought. He then looked up other articles on the Internet to see if this was the case. In this scenario, which of the following factors is affecting Joshua's motivation? a. Increase in aptitude b. Decreasing affective involvement c. Increase in perceived risk d. Inconsistency with attitudes e. Increasing risk aversion

d. Inconsistency with attitudes

Which of the following statements is true of consumers' perception of vision? a. Seeing more pictures of products being compared helps consumers be certain about their choices. b. Consumers' sensory experiences of a product are not influenced by the shape of the packaging. c. Color preferences are not affected by gender. d. Products in the center visually attract more attention than products from the side of the shelf. e. Brighter light decreases affective intensity.

d. Products in the center visually attract more attention than products from the side of the shelf.

Which of the following is a way of disposing of an offering permanently? a. Buying b. Borrowing c. Finding d. Selling e. Leasing

d. Selling

Which of the following is a concern associated with brand extensions? a. The brand associations that are transferred to the new product will be too strong. b. Motivation to process the brand image will be too high. c. The creation of a new brand name is impossible. d. The brand schema becomes less coherent and brand's image is diluted. e. Many associations are linked with the original brand name.

d. The brand schema becomes less coherent and brand's image is diluted.

Linda runs a small café. At the end of the day, she recycles all paper and plastic. In the context of consumer behavior, this is an example of _____. a. preattentive processing b. purchase behavior c. zapping d. disposition behavior e. zipping

d. disposition behavior

Hesgrove Automobiles is a well-known car manufacturer. In one of its ads, its latest car is shown in a variety of locales, illustrating its ability to function on all terrains. The car is the focal point of attention, and the locales are relatively unnoticeable. In this case, the ad uses the principle of _____. a. preference for the whole b. preattentive processing c. zipping d. figure and ground e. grouping

d. figure and ground

An offering is a product, service, activity, or idea: a. that is acquired but not used by consumers. b. that is used but not acquired by consumers. c. marketed by a firm but not yet available in the marketplace. d. made available by a marketing organization to consumers. e. that is in the marketplace but not yet accepted by consumers.

d. made available by a marketing organization to consumers.

Carlon International, a leading manufacturer of orthotic aids, launched an ad that contained claims that 9 out of 10 orthopedicians recommended the Carlon brand of orthotic aids for a speedy recovery. In this scenario, Carlon International is using _____ to influence consumers' attitudes? a. simple inferences b. self-referencing c. body judgments d. many message arguments e. persuasiveness of arguments

d. many message arguments

Rad visits a posh restaurant while on vacation. He is aware that he will need to be well behaved while he enjoys his dinner. He knows that he will need to wait to be seated, speak in a quiet voice, and leave a tip. These are all parts of Rad's _____ for fine dining. a. prototypicality b. imaging c. salient behavior d. script e. graded structure

d. script

Fourlotts Corp., a safety equipment manufacturer, sends brochures of its latest safety equipment to neighborhoods where theft or robbery is highly prevalent. In this scenario, Fourlotts Corp. is: a. organizing white sales. b. organizing sales promotions. c. determining consumer satisfaction with the attributes of a product. d. selecting a target market from among numerous segments. e. acting as policy makers.

d. selecting a target market from among numerous segments.

Savor Rich coffee and Jolnes bottled water are both members of the beverage category. Although they have a few common associations, they also have many that are different. In this scenario, beverages are an example of a(n) _____ of categorization. a. parent level b. basic level c. exemplary level d. superordinate level e. subordinate level

d. superordinate level

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. a. conditioned stimulus b. unconditioned stimulus c. conditioned response d. unconditioned response e. positive reinforcement

d. unconditioned response

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

e. Classical conditioning

_____ refers to the fact that individuals have a need to organize perceptions so that they form a meaningful whole. a. Preattentive processing b. Figure and ground c. Zapping d. Zipping e. Closure

e. Closure

Identify a true statement about preattentive processing. a. It does not affect consumers' consideration of a product or brand. b. It does not expose consumers to brand names or make the brand names familiar. c. It leaves limited resources for attentive processing. d. Emotionally charged commercials negatively influence preattentive processing. e. Consumers devote just enough attention to an object in peripheral vision to understand it.

e. Consumers devote just enough attention to an object in peripheral vision to understand it

Which of the following is possible if humor is not tied or related to the offering? a. Consumers will develop a negative affect toward the brand. b. There will be a rise in high-involvement offerings. c. Consumers will restrict themselves from watching witty and humorous ads. d. There will be an increase in counterarguments related to the brand. e. Consumers will only pay attention to the humor and ignore the brand.

e. Consumers will only pay attention to the humor and ignore the brand.

Which of the following statements is true of perceived risk? a. It is high when positive outcomes are unlikely. b. It is high when an old service or product is offered. c. It is high when an offering has a low price. d. It is high when an offering is technologically simple. e. It is high when negative outcomes are likely.

e. It is high when negative outcomes are likely.

Which of the following statements is true of nonfocal attention? a. Information processing cannot take place during nonfocal attention. b. Nonfocal attention happens when consumers focus on a stimulus. c. Consumers are aware of engaging in nonfocal attention. d. Consumers' nonfocal attention is not divided. e. Limited attentional resources are devoted to nonfocal attention.

e. Limited attentional resources are devoted to nonfocal attention.

Which of the following is a factor that affects whether a consumer regards something as a category prototype? a. Brand images b. Type of schemas c. Graded structures d. Schematic extensions e. Shared associations

e. Shared associations

Which of the following statements is true of source credibility? a. Credible sources convince even those consumers who hold their existing attitude with confidence. b. Consumers are more likely to believe that a source is credible when the source endorses multiple products. c. Consumers tend to believe official sources are more credible than ordinary people. d. The sleeper effect does not occur when a message is delivered by a low-credibility source. e. Sources are credible when they are trustworthy, have expertise, and have high status.

e. Sources are credible when they are trustworthy, have expertise, and have high status.

Which of the following statements is true of attitudes? a. They do not change over time. b. They are conscious and definite choices. c. They always culminate in a purchase decision. d. They do not play a role in acquisition behavior. e. They do not always predict behavior.

e. They do not always predict behavior.

_____ states that the stronger the initial stimulus, the greater the additional intensity needed for the second stimulus to be perceived as different. a. Social identity theory b. Hofstede's law c. The theory of optimal simulation level d. Trait theory e. Weber's law

e. Weber's law

Freulia Corp. is a manufacturer of personal care products. In one of its TV advertisements, the shampoo manufactured by Freulia Corp. is placed near the shampoo manufactured by Magnira Corp., another manufacturer of personal care products. The advertisement compares the features of Freulia Corp.'s shampoo with Magnira Corp.'s. This is an example of _____. a. word-of-mouth advertising b. a counterargument c. the sleeper effect d. product placement e. direct comparative advertising

e. direct comparative advertising

According to the _____, consumers can have a favorable attitude toward an ad either because they find it believable or because they feel good about it. a. implicit personality theory b. efficient market hypothesis c. cognition-behavioral theory d. evaluative consistency theory e. dual-mediation hypothesis

e. dual-mediation hypothesis

Sharon takes the same route to work every day. During her commute, she does not notice the billboards that have been there for more than a week. In this scenario, Sharon is experiencing _____. a. closure b. zapping c. zipping d. source identification e. habituation

e. habituation

Shelly went to buy toothpaste at a nearby store. She quickly checked whether either of the two brands she regularly bought was on sale, and she chose the cheaper one. Shelly's _____ in choosing the toothpaste. a. ability is low b. risks are high c. enthusiasm is high d. opportunity is low e. motivation is low

e. motivation is low

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

e. not have to process a lot of information.

In a mystery ad, the brand is: a. never revealed in the message. b. processed by very low and obscure routes. c. promoted by an obscure source. d. processed by heuristics that elicit high elaboration. e. not identified until the end of the message.

e. not identified until the end of the message

Anne wants to purchase a new computer. She decides to go on a vacation before making the purchase. In this case, her vacation provides her with the _____ to learn as much as possible about purchasing the computer. a. attention b. perception c. motivation d. exposure e. opportunity

e. opportunity

The many factors that affect acquisition, usage, and disposition decisions can be classified into four broad domains: the psychological core, the process of making decisions, the consumer's culture, and consumer behavior outcomes. a. True b. False

a. True

A brand name is better remembered when placed in an ad that has interesting and unrelated visuals. a. True b. False

b. False

Which of the following is a nonmarketing source of marketing stimuli? a. Salespeople b. Facebook messages c. Brand symbols d. Vine videos e. Consumer reviews

e. Consumer reviews

One reason marketing managers study consumer behavior is to create public awareness of inappropriate practices. a. True b. False

b. False

_____ is the activation of sensory receptors by stimuli presented below the perceptual threshold. a. Preattentive processing b. Subliminal perception c. Habituation d. Motivation e. Organizational perception

b. Subliminal perception

Buying represents one type of acquisition behavior. a. True b. False

a. True

Consumer behavior reflects more than the way that a product is acquired by a single person at any one point in time. a. True b. False

a. True

________________include a consumer's overt decisions and actions during purchase, use, and disposal activities. a. Behavioral responses b. Mental responses c. Cognitive responses d. Emotional responses e. Social responses

a. Behavioral responses

Before consumers can make decisions, they must have some source of knowledge or information upon which to base their decisions. a. True b. False

a. True

Culture refers to the typical or expected behaviors, norms, and ideas that characterize a group of people. a. True b. False

a. True

Sellers should create the endowment effect by setting a higher price for goods than buyers are willing to pay. a. True b. False

b. False

Which of the following statements is true of strong arguments in a message? a. Consumers are persuaded by a message containing a strong argument when they devote sufficient cognitive resources to processing the information. b. Combining a strong argument with an implicit conclusion in an ad message engenders less favorable brand attitudes among consumers with a high need for cognition. c. Strong arguments have a greater effect on behavioral intentions when consumers focus on the outcome of using a product rather than on the process of using it. d. Strong arguments concentrate on presenting a negative and limited viewpoint through the message. e. Strong arguments have a negative effect on behavioral intentions, especially for low-to moderate-involvement products.

a. Consumers are persuaded by a message containing a strong argument when they devote sufficient cognitive resources to processing the information.

Which of the following statements is true of the absolute threshold? a. It is the amount of intensity needed for a person to detect a difference between something and nothing. b. It is the intensity difference between two stimuli before people can perceive that the stimuli are different. c. It is the activation of sensory receptors by stimuli presented below the perceptual threshold. d. Consumers will only consciously perceive a marketing stimulus when it is below the absolute threshold. e. Stimuli are presented below the threshold level of conscious awareness.

a. It is the amount of intensity needed for a person to detect a difference between something and nothing.

Which of the following is a type of perceived risk? a. Performance risk b. Recognition risk c. Information risk d. Literacy risk e. Business risk

a. Performance risk

_____ covers motivation, ability, and opportunity; exposure, attention, perception, and comprehension; memory and knowledge; and attitudes about an offering. a. The psychological core b. The process of making decisions c. The consumer's culture d. Consumer behavior outcomes e. Behavior within a firm

a. The psychological core

According to research, consumers judge ads as more credible when the ad indicates that the manufacturing firm is profitable. a. True b. False

a. True

Consumers must know the meaning of the body feedback they experience in order to explain their behavior. a. True b. False

a. True

Repetition of ad messages increases the likelihood that consumers will be better able to process it when making a purchasing decision. a. True b. False

a. True

Sexual messages can create negative feelings, such as disgust or uneasiness, in some consumers. a. True b. False

a. True

Corbyn wants to be a professional football player. He tries to emulate the behavior of National Football League (NFL) players and pays attention to the advertisements that use NFL players as spokespersons. In this scenario, Corbyn regards the NFL players as _____. a. a reference group b. policy makers c. an advocacy group d. a target group e. ethicists

a. a reference group

The advertising department of Locder Inc. has come up with a new set of advertising campaigns. The advertising manager determines the effectiveness of the new ads before they are broadcast. In this scenario, the advertising manager of Locder Inc. is involved in _____. a. advertising copy testing b. misleading advertising c. disposition d. perceptual mapping e. white sales

a. advertising copy testing

Some researchers have used the term central-route processing to describe the: a. attitude formation and change process when consumer processing effort is high. b. superficial analysis and processing of a message. c. attitude formation and change that involves low elaboration. d. attitude change when consumers' motivation, ability, and opportunity is low. e. approach that suggests that attitudes are based on emotions.

a. attitude formation and change process when consumer processing effort is high.

Marketers at Raindew Cookies decide to change the packaging of their high-fiber nutritious oatmeal cookies to make them look like attractive chocolate bars. This move has led to a marked increase in the sales of these cookies. In this scenario, the marketers at Raindew Cookies considered repackaging the oatmeal cookies due to the _____. a. body feedback theory b. rule of thumb theory c. special relativity theory d. reversal theory e. general relativity theory

a. body feedback theory

In a progression from the superordinate to the basic to the subordinate levels, _____. a. consumers use more associations to describe objects b. consumers use fewer attributes to describe objects c. the associations become simpler d. the cognitive structure becomes simpler e. the associations become weaker

a. consumers use more associations to describe objects

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

a. contains both positive and negative information.

A conditioned stimulus is something that: a. does not automatically elicit an involuntary response by itself. b. automatically elicits an involuntary response by itself. c. stimulates an involuntary response. d. does not stimulate several voluntary responses. e. creates neural pathways to aid in the formation of schemas.

a. does not automatically elicit an involuntary response by itself.

With direct comparative advertising, advertisers: a. explicitly name a competitor or set of competitors and attack them on the basis of an attribute or benefit. b. present two-sided messages about their offerings. c. show an offering that has features similar to that of a competitor's offering. d. explicitly discount or attack the competitor's message source. e. use the disrupt-then-reframe technique to disrupt consumers' cognitive processing of the communication.

a. explicitly name a competitor or set of competitors and attack them on the basis of an attribute or benefit.

Humor appears to be more effective when consumers: a. have a positive attitude toward a brand. b. are high in need for cognition. c. are in a negative mood. d. already have a distinct schema for a brand. e. are seeking to differentiate a brand.

a. have a positive attitude toward a brand.

Mike wants to buy a computer. His friend, Gregory, researches the various brands of computers in the market and helps Mike choose one. As Mike is about to buy it, Mike's father mentions that the brand Mike has chosen is mediocre compared with the other brands in the market. In this scenario, Mike's father plays the role of the _____. a. influencer b. purchaser c. user d. ethicist e. policy maker

a. influencer

Telore's yogurt container is narrower at the top than at the bottom. Its competitors' yogurt containers have a broader top and narrower bottom. This is an example of using _____ in marketing stimuli. a. novelty b. rhetoric c. puzzle d. humor e. abstraction

a. novelty

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

a. one in which the offering is compared with those of unnamed competitors.

The frequency with which an object is encountered as a category member makes it a(n) _____. a. prototype b. taxonomic representative c. category schema d. premium brand e. artifact

a. prototype

Jenny remembers that her friend told her about a new apparel store in town. She plans to visit the store during the weekend to purchase a dress for an office party. She is excited and looks forward to making the purchase, yet she forgets that it was her neighbor who had told her about the store and not her friend. This scenario depicts an example of a form of _____. a. source confusion b. disassociated network c. object salience d. structural grading e. prototypicality

a. source confusion

According to research, conditioning is most likely to occur when: a. the conditioned stimuli-unconditioned stimuli link is relatively novel or unknown. b. the consumer is unaware of the link between the conditioned and unconditioned stimuli. c. the unconditioned stimulus precedes the conditioned stimulus. d. the conditioned stimulus is inconsistently paired with the unconditioned stimulus. e. central issues or arguments are presented in the conditioning.

a. the conditioned stimuli-unconditioned stimuli link is relatively novel or unknown.

Consumers use _____ when they form beliefs based on the number of supporting arguments. a. the frequency heuristic b. the biased effect c. the mere exposure effect d. the truth effect e. the recirculation heuristic

a. the frequency heuristic

_____ reflects the amount of mental activity a consumer devotes to a stimulus. a. Exposure b. Attention c. Ability d. Motivation e. Opportunity

b. Attention

_____ refers to how easily and readily an attitude can be retrieved from memory. a. Favorability b. Attitude accessibility c. Attitude confidence d. Persistence e. Resistance

b. Attitude accessibility

_____ is the extent to which a stimulus is capable of being imagined. a. Novelty b. Concreteness c. Unexpectedness d. Prominence e. Habituation

b. Concreteness

Low-effort cognition involves classical and evaluative conditioning. a. True b. False

b. False

Marketing managers need to understand consumer behavior to protect consumers from unfair, unsafe, or inappropriate marketing practices. a. True b. False

b. False

Research indicates that consumers find it difficult to understand the differences between brands when they view a chart, matrix, or grid comparing brands and their attributes. a. True b. False

b. False

Research shows that when customers expect a close relationship with a brand, they will have more favorable brand evaluations after reading messages that use "you and the brand," compared with messages that use words such as "we." a. True b. False

b. False

The attitudes of high-effort consumers may be less resistant to attack than those of low-effort consumers because the high-effort people may not resist a message or develop counterarguments. a. True b. False

b. False

The sequence of acquisition, consumption, and disposition does not occur over time. a. True b. False

b. False

_____ is a consumer's experience of being motivated with respect to a product or service, or decisions and actions about these. a. Simulating need b. Felt involvement c. Service positioning d. Implied marketing e. Risk perception

b. Felt involvement

Tomas, a tennis player, has fractured his elbow and has been advised not to play tennis for a few months. He decides to temporarily dispose of his tennis racket until he has healed. In this case, which of the following should Tomas do to accomplish this? a. He should sell his tennis racket. b. He should rent his tennis racket. c. He should throw away his tennis racket. d. He should send his tennis racket to a recycling center. e. He should give his tennis racket away.

b. He should rent his tennis racket.

Which of the following is an impact of changes in the aesthetic qualities of a product or package? a. Products that use diagnostic colors contribute to low attention and perception. b. Images located near the package top or on the left side add to the perception of a product as "lighter." c. Consumers perceive that packages in eye-catching shapes contain less of a product. d. Consumers may "downsize" their order when a product is enlarged along only one dimension. e. Consumers may "supersize" their order when the product is enlarged along all

b. Images located near the package top or on the left side add to the perception of a product as "lighter."

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

b. It occurs when the strength of a memory deteriorates over time because of the presence of other memories that compete with it.

_____ describes how we organize knowledge in memory. a. Knowledge content b. Knowledge structure c. Knowledge taxonomy d. Knowledge base e. Knowledge labeling

b. Knowledge structure

Which of the following is a way to get rid of an offering temporarily? a. Finding a new use for the offering b. Lending the offering c. Throwing away the offering d. Sending the offering to a recycling center e. Giving the offering away

b. Lending the offering

In the context of touch as a marketing stimulus, which of the following is a tactic to increase sales? a. Offering coupons b. Offering "scratch-and-sniff" ads c. Offering trial sizes d. Conducting contests e. Giving promotional deals

b. Offering "scratch-and-sniff" ads

_____ is the process of determining the properties of stimuli using vision, hearing, taste, smell, and touch. a. Grouping b. Perception c. Zipping d. Habituation e. Zapping

b. Perception

Which of the following best defines affective responses? a. They are thoughts that express disagreement with a message. b. They are feelings and images in response to a message. c. They are recognitions and evaluations in response to a message. d. They are thoughts that discount or attack the message source. e. They are responses generated through central-route processing.

b. They are feelings and images in response to a message.

Which of the following statements is true of affective responses? a. Consumers use analytical process of attitude formation to generate affective responses. b. They are generally more influential than cognitive responses in shaping consumers' attitudes toward products. c. They take the form of recognitions and evaluations. d. They can be classified as counterarguments, support arguments, and source derogations. e. Consumers focused on their responsibilities and obligations tend to rely more on affective responses

b. They are generally more influential than cognitive responses in shaping consumers' attitudes toward products.

_____ refers to the extent to which buying, using, or disposing of an offering is perceived to have the potential to harm one's safety. a. Social risk b. Uncertainty risk c. Time risk d. Physical risk e. Performance risk

b. Uncertainty risk

Buying, trading, bartering are examples of consumers engaging in _____. a. usage b. acquisition c. positioning d. repositioning e. white sales

b. acquisition

Consumers collaborating with companies to shape brand personality and develop new products is referred to as _____. a. serial-positioning b. cocreation c. personification d. scripting e. prototyping

b. cocreation

A _____ is some stimulus that facilitates the activation of memory. a. log signal b. retrieval cue c. prototype d. recirculated schema e. script

b. retrieval cue

In the context of moods that ads evoke in consumers, _____ refers to feelings of warmth, tenderness, and caring. a. a deactivation thought b. social affection c. body feedback d. an upbeat activation e. a variance action

b. social affection

When consumers believe a statement simply because it has been repeated a number of times, it is referred to as _____. a. body feedback b. the truth effect c. a peripheral cue d. an emotional appeal e. the frequency heuristic

b. the truth effect

Disposable cameras were unsuccessful when they were launched in the market. Consumers doubted whether they could take good pictures. When disposable cameras were repositioned "for those who forgot their camera on vacation" or "for those who do not want to ruin their expensive camera on the beach or slopes," sales increased. This could be best thought of as a successful example of marketers understanding: a. how consumers dispose of cameras. b. why consumers acquire cameras. c. media marketing techniques. d. the limits of disposable optical engineering. e. the information search process.

b. why consumers acquire cameras.

Sarah lives with four family members. When they watch television after dinner, Sarah holds on to the remote control and switches channels during commercials. In this scenario, Sarah is involved in _____. a. zipping b. zapping c. grouping d. source identification e. preattentive processing

b. zapping

Which of the following statements is true of perceptual maps? a. The farther companies are to one another on the map, the more similar they are perceived to be. b. The closer companies are to one another on the map, the less likely they are to be competitors. c. Brands in the same quadrant of the map are perceived as offering similar benefits to consumers. d. Perceptual maps cannot be used to determine how offerings can be positioned. e. Perceptual maps are not depicted as graphs.

c. Brands in the same quadrant of the map are perceived as offering similar benefits to consumers.

Identify a true statement about the consumer behavior process. a. Consumers do not make decisions about where to consume various products. b. Culture does not influence consumers' acquisition, disposition, or usage behavior. c. Consumer behavior is a dynamic process. d. Finding a new use for a tangible product is a way to dispose of an offering temporarily. e. Lending represents one type of acquisition behavior.

c. Consumer behavior is a dynamic process.

Which of the following statements is true of focal attention? a. Consumers process information which is outside the focus of their attention. b. Information is processed in peripheral vision during focal attention. c. Focal attention happens when consumers focus on a stimulus. d. Limited attentional resources are devoted to focal attention. e. Consumers' focal attention is unlimited.

c. Focal attention happens when consumers focus on a stimulus

_____ represents a somewhat higher, more meaningful level of processing than simply having stimuli register on consumers' sensory receptors. a. Source identification b. Selective exposure c. Perceptual organization d. Zipping e. Zapping

c. Perceptual organization

_____ is the tendency to show greater memory for information that comes first in a sequence. a. Ascendency b. Recency c. Primacy d. Dormancy e. Occupancy

c. Primacy

_____ deals with how consumers cope with the threat of death by defending their world view of values and beliefs. a. Weber's law b. The sleeper effect c. Terror management theory d. The utilitarian dimension e. The theory of reasoned action

c. Terror management theory

Which of the following statements is true when consumers see one brand alongside a second brand that has a completely different personality? a. The first brand will simulate more negative reaction than the second brand. b. The second brand will simulate more positive reaction than the first brand. c. The first brand will seem more distinctive than the second brand. d. The first brand's personality will seem to overlap with that of the second brand. e. The second brand will seem more distinctive than the first brand

c. The first brand will seem more distinctive than the second brand.

Which of the following statements is true when consumers are highly motivated to achieve a goal? a. They tend to evaluate information less critically. b. They devote little effort to processing information. c. They attempt to understand goal-relevant information. d. They use decision-making shortcuts. e. They put little effort in decision-making.

c. They attempt to understand goal-relevant information.

In the context of attitudes toward ads, which of the following statements is true of consumers in a good mood? a. They pay attention to negative information about their preferred brands. b. They tend to pay attention to information about competitors. c. They like a brand extension that is moderately similar to the parent product. d. They tend to ignore seeing relationships among brands. e. They avoid having tentative preferences for a single brand.

c. They like a brand extension that is moderately similar to the parent product.

Which of the following statements is true of acquisition behavior? a. Attitudes toward materialism, status, and self-concept do not play a role in acquisition behavior. b. Consumers tend to procrastinate in redeeming coupons and gift cards when deadlines are close. c. Ways of obtaining goods and services include renting, leasing, trading, and sharing. d. Disposition represents one type of acquisition behavior. e. Acquisition behavior of one customer cannot be linked with disposition behavior of another customer.

c. Ways of obtaining goods and services include renting, leasing, trading, and sharing

Who among the following is a low-credibility source? a. John, an airline employee, who advertises the airline he works for b. Daniel, a basketball player, who endorses an energy drink c. William, an actor, who endorses multiple products d. Jefferson, the CEO of a company, who has several years of experience in business management e. Marcus, a police officer, who advertises a home protection method

c. William, an actor, who endorses multiple products

Jude wants to purchase a new mouse for his computer. He wants it to be ergonomic, functional, and durable. He invests considerable time and energy before making a decision. This is an example of _____. a. a disposition method b. long-term memory retrieval c. a high-effort decision d. postdecision evaluation e. diffusion of ideas

c. a high-effort decision

Applying the concept of correlated associations, when two brands with similar brand concepts become cosponsors of an event, _____. a. hybrid product categories can be merged b. an assimilated association can be formulated c. a positive image transfer can occur d. internal inferences can be reduced e. salient attributes can be added to a brand image

c. a positive image transfer can occur

Steve watches an ad for a brand of soda that portrays people surfing and having a party on a beach. Steve now associates the soda with fun and exciting people. In the context of consumer attitudes, Steve's behavior is an example of _____. a. a heuristic demand b. a feedback cue c. a simple inference d. long-term cognition e. an affective cue

c. a simple inference

Nathan is a trained mountain climber. He is a member of a mountaineering club and dons the club's T-shirt during his expeditions. In this scenario, Nathan's T-shirt is an example of _____. a. a profane thing b. internal locus of control c. a symbol d. external locus of control e. a consideration set

c. a symbol

Jon repeatedly watches an ad for BoNmarts, which promotes itself as the store with the lowest prices. These repeated viewings have led Jon to believe that this store has low prices. This is an example of repetition leading consumers to: a. process the information without becoming bored with the stimulus. b. feel strongly about the central arguments in an ad. c. acquire basic knowledge about products features. d. feel a sense of mystery about the sponsor of an ad. e. feel strongly about the peripheral arguments in an ad.

c. acquire basic knowledge about products features.

Michael is watching his favorite show on television when an ad catches his attention. He perceives that it is a life insurance commercial. In this scenario, Michael must _____ what he saw to retain information. a. be aware of b. have a high level of attention for c. comprehend d. visualize e. mentally and emotionally agree to

c. comprehend

Jenny skips breakfast to attend an important meeting and is extremely hungry well ahead of lunch time. One of her goals at lunch is to eat a big and delicious meal. This is an example of a(n) _____. a. appraised goal b. abstract goal c. concrete goal d. hedonic goal e. affective goal

c. concrete goal

Jackson recently canceled his cable television subscription. He continues to watch his favorite shows by streaming them online. In this scenario, Jackson is a(n) _____. a. spokesperson b. policy maker c. cord-cutter d. ethicist e. advocate

c. cord-cutter

Identito Foods, a leading snack food brand, believes in delivering food products that are tasty and healthy. However, the marketing professionals at Identito Foods notice that it is difficult to convince consumers that their products taste good and are healthy at the same time. This scenario demonstrates an instance where consumers look at healthy food and lack of taste as _____. a. negative associations b. salient features c. correlated attributes d. line extensions e. inflexible effects

c. correlated attributes

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 _____. a. support arguments b. reasoning by analogy c. counterarguments d. one-sided messages e. credibility

c. counterarguments

Bill suffers from athlete's foot but is skeptical of getting himself treated. After watching an advertisement for a particular athlete's foot treatment that depicts a famous professional footballer being successfully treated, Bill changes his mind and decides that this treatment will be effective. This is an example of simple beliefs based on: a. explanation from affective deliberation. b. the truth effect elaboration. c. explanations from an endorsement. d. associative messages of a brand. e. body feedback elaboration.

c. explanations from an endorsement.

The mere exposure effect results in: a. an increased understanding of the cognitions in an argument. b. raised attention levels toward the message. c. familiarity leading to liking the object. d. an increased number of associations attached to the schema. e. attachment of several favorable associations to the schema.

c. familiarity leading to liking the object.

Jonathan loves using Giranne Car Wax on his vehicles. When someone notices his car, he always engages in a conversation about his favorite car wax. In this scenario, Jonathan displays _____ with Giranne Car Wax. a. social engagement b. model association c. felt involvement d. opportunistic behavior e. service affection

c. felt involvement

According to a study, placing ads in violent programs can: a. elicit negative responses to the product. b. elicit negative images of the brand. c. inhibit processing and ad recall. d. aid in awareness of the product. e. endorse aggression toward the product message.

c. inhibit processing and ad recall.

Andoitine, a leading pharmaceutical company, makes Tonedeep, a medicine widely used for viral infections in children. However, doctors recently discovered that children who took this medicine could develop a serious blood disorder. This has led to Andoitine's recalling their product for further testing. This is an example of Andoitine: a. reducing clutter for brand image. b. reducing elaboration for a brand. c. protecting its brand image. d. creating a new brand name. e. increasing processing efficiency.

c. protecting its brand image.

An ad for Windrose Energy Drinks shows a man, wearing a suit, multitasking successfully. The ad has the caption "Get more done every day." Marketers came up with this idea after considering that everyone wants to get more done in a day. In this scenario, the marketer's idea behind involving the consumers in the message is an example of _____. a. self-innovation b. peripheral indulging c. self-referencing d. self-sponsorship e. situational involvement

c. self-referencing

Mousetrap Corp.'s new advertisements feature Harris, a celebrity. Harris endorses the firm's products and claims that the products work wonders. Some consumers who were dissatisfied with the firm's products view the ad and think that he had been paid to present a positive picture of Mousetrap Corp. In this scenario, the consumers' responses are examples of _____. a. the endowment effect b. source attractiveness c. source derogations d. the sleeper effect e. one-sided messages

c. source derogations

In the context of taxonomic categories being structured hierarchically, the finest level of differentiation exists at the _____. a. basic level b. initial level c. subordinate level d. summarized level e. superordinate level

c. subordinate level

If consumers really like an ad, _____. a. they may have fewer associations with the brand advertised b. classical conditioning is most likely to occur c. their positive feelings may transfer from the ad to the brand d. their involvement in processing the ad may decrease e. source derogations may increase

c. their positive feelings may transfer from the ad to the brand

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

c. using credible sources to make an inference about the product.

Magnira Inc. is trying to promote its cosmetics. It offers discounts to customers who post about its products' benefits in their social media accounts. This enables others to know about the company's products. In this case, customers of Magnira Inc. are involved in _____. a. co-branding b. disposing c. word of mouth d. brand extension e. perceptual mapping

c. word of mouth

_____ refers to any aspect of a situation that diverts consumers' attention. a. Reasoning b. A comprehensive pause c. An opportunistic pause d. Distraction e. Cognition

d. Distraction

_____ refers to the extent to which consumers are emotionally connected to a product or ad. a. Persistence b. Relevance c. Credibility d. Engagement e. Accessibility

d. Engagement

In the context of communicating a message to consumers, which of the following is true of humor? a. It appears to be appropriate for high-involvement offerings to consumers. b. Older, highly educated females tend to respond positively to ads with a humorous touch. c. Consumers with a negative attitude toward the advertised brand understand humorous ads effectively. d. The use of humor appears to be effective for consumers who have a low need for cognition. e. Humorous ads can only be used selectively around the world with limited effect in most communities.

d. The use of humor appears to be effective for consumers who have a low need for cognition.

Which of the following statements is true of needs? a. They are cognitions that create inner value for consumers. b. They are deeper-level goals that reflect a high level of involvement. c. They create values that permanently motivate consumers. d. They reflect inner forces that create tension in individuals. e. They are effects that create outer value for consumers.

d. They reflect inner forces that create tension in individuals.

Which of the following statements is true of prevention-focused consumers? a. They are highly receptive to new products. b. They tend to be the target for marketers launching a new product. c. They are motivated to act in ways to achieve positive outcomes. d. They tend to preserve the status quo by staying with the option they know. e. They focus on hopes, wants, and accomplishments.

d. They tend to preserve the status quo by staying with the option they know.

The process by which a consumer comes to own an offering is known as _____. a. usage b. disposition c. comprehension d. acquisition e. perception

d. acquisition

Sapone Inc. is a leading clothing manufacturer. Linda likes the patterns and the fit of its clothes, but she is not satisfied with their quality and price. She routinely tries clothes from different clothing brands when she hears positive reviews about them. In this case, Linda's attitude toward Sapone Inc. can be characterized as having _____. a. confidence b. persistence c. resistance d. ambivalence e. endurance

d. ambivalence

Consumers pay more attention to things that: a. are subliminal. b. are low in signal. c. are habituated. d. are concrete. e. are more verbal than visual.

d. are concrete.

One reason why so many prices end in the number 9 is that they: a. increase the credibility of manufacturers. b. are easy to understand for consumers. c. enhance consumer perception of product quality. d. are perceived by consumers to be cheaper. e. are fixed by market demand as default.

d. are perceived by consumers to be cheaper

When processing effort is low, consumers _____ brand messages. a. generate support arguments for b. deeply process c. are persistent in thinking up source derogations about d. are unlikely to generate arguments for or against e. are active recipients of

d. are unlikely to generate arguments for or against

Canis Inc., a market research firm, conducts a research study for Fresnas Inc., an automobile manufacturer. Canis Inc.'s research indicates that the minimum price increase needed for consumers to notice a change in price is $200. This minimum price increase is an example of _____. a. preattentive processing b. nonfocal attention c. subliminal perception d. differential threshold e. selective exposure

d. differential threshold

Cindy has had an interest in Barbie dolls since she was 7 years old. She continues to collect Barbie dolls and attends conventions with other Barbie doll enthusiasts. Cindy has _____ in Barbie dolls. a. reiterating involvement b. situational involvement c. cognitive involvement d. enduring involvement e. affective involvement

d. enduring involvement

Kimberly wants to learn about the latest developments in agricultural tools and equipment. She attends many trade shows and conferences on these products. In this case, Kimberly's action of attending these events is an example of _____. a. making judgement b. making postpurchase evaluation c. using symbol d. gaining exposure e. retrieving memory

d. gaining exposure

Personal relevance is something that: a. has an indirect bearing on the self. b. leads to lower or moderate levels of motivation. c. leads to a moderate inconsistency with prior attitudes. d. has potentially significant consequences or implications for our lives. e. allows us to know the enduring beliefs about what is right/wrong, important, or good/

d. has potentially significant consequences or implications for our lives.

Jenna is reading a fashion magazine. While flipping through the pages, she notices a black-and-white photograph amidst a photoset containing vibrant colors. The black-and-white photograph may attract Jenna primarily because it is: a. an abstract stimulus. b. below her perceptual threshold. c. below her absolute threshold. d. in contrast with the competing stimulus. e. an habituated stimulus.

d. in contrast with the competing stimulus.

Learning that occurs from repetition rather than from conscious processing is known as _____. a. constant exposure b. nonfocal learning c. unpersuasive exposure d. incidental learning e. message acquisition

d. incidental learning

In the context of retail merchandising, when products are organized according to benefit, consumers will perceive individual products in each category to be _____. a. most unique b. less desirable c. most exclusive d. less distinctive e. less ordinary

d. less distinctive

Benjamin has been buying generic brake oil for years. When he watches an advertisement for a new type of brake oil, he pays attention to the ad and understands the information in it. In this scenario, Benjamin is involved in _____. a. problem recognition b. finding opportunity c. disposition d. perception e. making postdecision evaluation

d. perception

George goes to a restaurant for dinner with his family. The service and the food at the restaurant are not up to standard. After they leave, George wonders whether his choice of restaurant was good. In this case, George is in the _____ stage of making decisions. a. problem recognition b. information search c. pretesting d. postpurchase evaluation e. acquisition

d. postpurchase evaluation

Problem recognition occurs when we: a. form an attitude. b. purchase an offering. c. expose ourselves to persuasive information. d. realize that we have an unfulfilled need. e. categorize information in a schematic framework.

d. realize that we have an unfulfilled need.

In the context of brand images and personalities being threatened during a brand crisis, strong prior brand images can act as a _____. a. disaster revival b. risk-enhancer c. consumer expander d. shock-absorber e. safety mechanism

d. shock-absorber

Terri usually has the television on in the background while she works. She can recognize different ads during commercial breaks by their jingles. In this scenario, Terri recognizes the ads due to _____. a. habituation b. grouping c. closure d. sonic identity e. figure and ground

d. sonic identity

Trisni Candies recently changed the size of its candy bars. Consumers noticed the change in the candy bars' size as soon as the new batch of candy bars were supplied to the market. In this scenario, the consumers noticed the change in the size of the candy bars because: a. they are habituated to the new candy bars. b. they are engaged in preattentive processing. c. the difference in the level of stimulus intensity is below their absolute threshold. d. the differential threshold of their visual perception has been crossed. e. the difference in size is below the just noticeable difference.

d. the differential threshold of their visual perception has been crossed.

Under peripheral-route processing, consumers' attitudes are based on: a. the true merits of the message. b. their high elaboration. c. the central issues contained within the message. d. the superficial cues within the message. e. their emotional experiences associated with the offering.

d. the superficial cues within the message.

Ryan has just started a new semester in college. He attends his first lecture on statistics. Halfway through the lecture, Ryan's disinterest in the subject prompts him to make up his mind that statistics will be boring for the rest of the semester. In this scenario, Ryan has made the _____ form of assessment. a. deterministic safety decision b. peripheral referencing c. body feedback d. thin-slice judgment e. probabilistic analysis

d. thin-slice judgment

Which of the following statements is true of prominence in marketing stimuli? a. Movement decreases prominence. b. Making ads less cluttered decreases prominence. c. Decreasing the amount of space devoted to text within an ad increases prominence. d. Prominent stimuli habituate consumers. e. Prominent stimuli stand out relative to the environment because of their intensity

e. Prominent stimuli stand out relative to the environment because of their intensity

Central University recently initiated a new ad campaign, and the slogan reads, "Central University- Reach your fullest potential with us." According to Maslow's hierarchy of needs, to what category of needs does the slogan most readily apply? a. Psychological needs b. Physiological needs c. Self-esteem needs d. Social needs e. Self-actualization needs

e. Self-actualization needs

Fructose Inc., a soft drink manufacturer, has launched a new advertising campaign. The slogan of the campaign is "Orange juice isn't just for breakfast anymore." The campaign is an example of: a. encouraging the collection of products. b. changing why people use orange juice. c. changing how people use orange juice. d. changing whether people use orange juice. e. affecting when people use orange juice.

e. affecting when people use orange juice

In classical conditioning, when the unconditioned stimulus is presented first, it is known as _____. a. concurrent conditioning b. unconditioned conditioning c. forward conditioning d. operant conditioning e. backward conditioning

e. backward conditioning

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 a down-home, honest, thrifty, helpful, and working-class friendly. In this scenario, the consumers' descriptions reflect the _____. a. associative schema b. network associativity c. brand's image d. schematic orientation e. brand's personality

e. brand's personality

In the context of brand extensions, stretchability of a brand depends on: a. consumers' rejection of the fit between the parent brand and other products on which it appears. b. preventing the transfer of meaning from the new branded product to the original brand schema. c. the usage differences between parent brand and associated products. d. finding consumers with the same degree of liking for a parent brand. e. consumers' ability to process relationships between the parent brand and associated products.

e. consumers' ability to process relationships between the parent brand and associated products.

Bill loved hang gliding. He enjoyed going out by himself to enjoy the thrilling sensation of flying like a bird. This is an example of a _____. a. social need b. functional need c. non-social need d. symbolic need e. hedonic need

e. hedonic need

When consumers aid their judgments by inferring that brands with more frequent ads are high in quality, they are forming _____, which are simple rules of thumb that are easy to invoke and require little thought. a. support arguments b. persuasive arguments c. attributions d. counterarguments e. heuristics

e. heuristics

In a grocery store, the beverages section of the floor contains sub-sections for juices, tea, coffee, and soft drinks. This denotes the usage of _____ within the retail environment. a. feature displays b. schemas c. correlated attributes d. prototypes e. hierarchical structures

e. hierarchical structures

Ruelis Corp. is working on a new set of TV commercials. In one of its commercials, the company's product is displayed alongside a product from an unnamed company. The commercial compares one of its products with the other company's product. In this scenario, the commercial is using _____. a. word-of-mouth advertising b. source derogation c. emotional contagion d. fear appeal e. indirect comparative advertising

e. indirect comparative advertising

SEVA (surgency, elation, vigor, and activation) is a category of affective response which: a. is present when the communication puts a consumer in a sad mood. b. includes soothing or relaxing responses. c. is a feeling of warmth, tenderness, and caring. d. includes quiet or pleasant responses. e. is present when the communication puts a consumer in an upbeat mood.

e. is present when the communication puts a consumer in an upbeat mood.

Cognitive style refers to a consumer's: a. decisions about brand choices, consumption, disposition, and spending. b. experience of being motivated with respect to a product or service. c. knowledge of and access to cultural resources. d. ability to accurately assess their physical resources. e. preferences for ways information should be presented.

e. preferences for ways information should be presented.

When Hissone Corp. increased the size of its ads in billboards, its customer traffic increased because a lot of customers noticed the ads. This is due to _____ in advertising. a. concreteness b. abstractness c. novelty d. habituation e. prominence

e. prominence

The external signs we use, consciously or unconsciously, to express our identity are known as _____. a. addictions b. inept sets c. inert sets d. attitudes e. symbols

e. symbols

Weldine Inc. is an online seller of second-hand electronics. On Black Friday, it sells its products at a discount of 80 percent. This is an example of _____. a. advertising copy testing b. misleading advertising c. pretesting d. perceptual mapping e. white sales

e. white sales

Brenda records her favorite TV show on a digital video recorder because it is aired during her work hours. When she watches the recorded show later, she skips all the commercials and watches only the show. In this case, Brenda's actions can be categorized as _____. a. closure b. preattentive processing c. zapping d. figure and ground e. zipping

e. zipping

Disposition is the process by which a consumer uses an offering. a. True b. False

False

_____ describes the different levels of abstractness in the associations that a consumer has about concepts and how the consumer's psychological distance from these concepts influences his or her behavior. a. Construal level theory b. Fixed point theory c. Adaptation level theory d. Abstract theory e. Bohr's theory

a. Construal level theory

Which of the following statements is true of direct comparative messages? a. Direct comparative messages are effective in generating attention and brand awareness. b. Direct comparative messages are used when an offering has a feature that is similar to that of a competitor's. c. Direct comparative messages are messages in which an offering is compared with those of unnamed competitors. d. Direct comparative messages have high credibility compared with other forms of messages. e. Direct comparative messages are the most common type of comparative messages.

a. Direct comparative messages are effective in generating attention and brand awareness.

Usage is at the core of consumer behavior. a. True b. False

a. True

Marketers use nostalgia in messages to influence positive attitudes and encourage _____. a. self-gratification b. self-involvement c. self-referencing d. self-sponsorship e. self-recognition

c. self-referencing

According to Maslow's theory, _____ is the need for self-fulfillment and enriching experiences. a. egoistic involvement b. self-contentment c. societal need d. physiological need e. self-actualization

e. self-actualization

Which of the following is a reason why academics understand consumer behavior? a. They generate knowledge about consumer behavior when they conduct research focusing on how consumers act, think, and feel. b. They influence consumers as well as the targeted companies through strategies such as media statements and boycotts. c. They develop policies and rules to protect consumers from unfair, unsafe, or inappropriate marketing practices. d. They worry about companies tracking what consumers do online. e. They support an enforceable "do not track" mechanism that would allow consumers to opt out of online tracking systems.

a. They generate knowledge about consumer behavior when they conduct research focusing on how consumers act, think, and feel.

Consumer behavior is the totality of consumers' decisions with respect to the acquisition, consumption, and disposition of goods, services, time, and ideas by human decision-making units over time. a. True b. False

a. True

_____ is the pigment contained in a color. a. Hue b. Saturation c. Lightness d. Chroma e. Tone

a. Hue

Which of the following statements is true of the influence of price on consumers' acquisition, usage, and disposition decisions? a. When making a purchase, consumers consider how much they must pay in relation to the price of other relevant brands. b. Consumers perceive prices that end in the number 0 to be cheaper than prices that end in 99. c. Consumers respond better to a discount presented as a specific amount of money subtracted from the regular price than to a discount presented as a percentage off the regular price. d. When buying multiple units of a service for one bundled price, consumers feel a great loss if they use only some of the units. e. Generally, consumers tend to underestimate how much others will pay for goods, particularly when they are selling a product they own.

a. When making a purchase, consumers consider how much they must pay in relation to the price of other relevant brands.

Alex plans to purchase a new automobile. His experience as an auto mechanic helps him decide which automobile will be suitable for him. In this case, Alex's experience as an auto mechanic acts as the _____ to purchase the new automobile. a. ability b. perception c. symbol d. exposure e. opportunity

a. ability

One of the factors that determines whether or not a communication source evokes favorable affective reactions is _____. a. likability b. expertise c. consumer base d. likelihood of being profitable e. length of advertisements

a. likability

Ron regularly consumes pain killers even if he feels the slightest of body aches. Although Ron has been warned several times by his well-wishers that heavy consumption of pain-reducing medicines could harm his kidneys, he still continues to believe that he can compensate the medication's harmful effects by drinking a lot of water. In this scenario, Ron's behavior is an example of _____. a. motivated reasoning b. an objective involvement c. an approach-avoidance conflict d. critical thinking e. emotion regulatio

a. motivated reasoning

Tara has been thinking about losing some weight before her cousin's wedding and comes across an ad for a quick method for weight loss. She wants to believe the service advertised and is convinced that it will help her lose weight. This type of information processing is called: a. motivated reasoning. b. felt involvement. c. image-based reasoning. d. enduring involvement. e. simulated thinking.

a. motivated reasoning.

In the context of involvement, consumers can be involved with many different entities, which makes it important to identify the: a. object of involvement. b. degree of subjective involvement. c. specific emotions elicited by the involvement. d. enduring needs. e. situational needs.

a. object of involvement

Scorla Foods, a food products manufacturer, initially manufactured all kinds of food products. Recently, the company started to manufacture and market only organic food products. Due to this change, the company came to be identified as a manufacturer of organic products. In this case, Scorla Foods is involved in _____. a. repositioning b. co-branding c. acquisition d. resistance e. problem recognition

a. repositioning

Zina has been using computers all her life and has extensive knowledge about hardware and software. In this context, Zina can process information about computers more extensively when the information is stated in terms of _____. a. specific attributes b. discrete values c. open-ended analogies d. general beliefs e. instant benefits

a. specific attributes

Pentrall Bros. is a seller of used automobiles. A research study conducted by the company indicates that customers are not willing to pay more than 70 percent of the market price of a new car for a used car. In light of this, the company makes sure that the prices of used cars are not set higher than 70 percent of the market value. In this scenario, Pentrall Bros. is trying to avoid _____. a. the endowment effect b. disposition c. the sleeper effect d. repositioning e. product positioning

a. the endowment effect

_____ occurs when a consumer must choose between two or more equally desirable options that fulfill different needs. a. Approach-avoidance conflict b. Approach-approach conflict c. Close-ended contradiction d. Open-sided contradiction e. Preventive contradiction

b. Approach-approach conflict

Which of the following statements is true of consumers' perceptions? a. Images located near the package top add to the perception of a product as "heavy." b. Consumers perceive that packages in eye-catching shapes contain more of a product. c. All consumers possess the same ability to label odors. d. When consumers taste foods with a hard or rough texture, they associate the foods with fat. e. Reaction to touch in sales situation is the same across cultures.

b. Consumers perceive that packages in eye-catching shapes contain more of a product.

_____ represents knowledge about ourselves and what has happened to us in our past, including emotions and sensations tied to past experiences. a. Conditional knowledge b. Episodic memory c. Symbolic memory d. Associative memory e. Tacit knowledge

b. Episodic memory

Consumers will have negative attitudes toward a brand if it is present during an experience that provokes fear, because the brand "shared" in that experience. a. True b. False

b. False

Dairymeisters, a company that makes food products, conducts a survey that reveals that delicious desserts usually have a high fat and calorie content. In order to capitalize on this, they begin the development of a low-calorie, healthy, and delicious dessert as a substitute to the high-fat items. This is an example of how marketers can help consumers resolve: a. avoidance-avoidance conflict. b. approach-avoidance conflict. c. approach-approach conflict. d. approach contradiction. e. avoidance contradiction.

b. approach-avoidance conflict.

Robert has developed a favorable attitude toward a brand of stationery known as Impress because the brand is eco-friendly and promotes sustainability. He has since learned, through his own research, that Impress also engages in fair trade practices. Robert's attitude formation is an example of _____. a. attitude formation based on emotions b. central-route processing c. the endowment effect d. the sleeper effect e. normative influence

b. central-route processing

Curtis likes to drink soda. He takes the empty bottles and cans that he has collected to his wife, who uses them to make art. This is an example of how to: a. dispose a product. b. find new use for an offering. c. share an offering. d. get rid of items temporarily. e. get rid of items permanently.

b. find new use for an offering

Anne is organizing a house party. She considers ordering expensive wine, caviar, and desserts that will be served to guests under one category. Although each of these items possess different attributes, Anne places them in the _____. a. dynamically priced category b. goal-derived category c. self-made category d. hierarchical structure e. prototypical structure

b. goal-derived category

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

b. how strongly we hold an attitude.

Scratch-and-sniff print ads are an example of attempts by marketers to _____ consumers. a. increase the support arguments of b. increase the situational involvement of c. decrease the processing efforts by d. decrease the influential effects of e. generate more complex category-based processing in

b. increase the situational involvement of

When consumers are less knowledgeable about a product category, they tend to perceive the product as being more effective when: a. they critically evaluate message arguments in a brand's image. b. its image is shown close to the image of the promised results. c. they tend to link the information in a message to their existing beliefs. d. its image varies to a great extent from the previous versions of the brand's images. e. its image is distinct from the images of all competitor brands.

b. its image is shown close to the image of the promised results.

When consumers have the opportunity to be exposed to information about a product, they need to _____ and attend to information. a. dispose b. perceive c. develop attitudes d. form memories e. recognize problems

b. perceive

One of the effective ways to differentiate a brand from other brands is to: a. discard old prototypes of the product. b. position the brand away from the prototype. c. increase the number of associations with the product category. d. price the product close to its prototype. e. create an entirely new set of associations for the brand.

b. position the brand away from the prototype.

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

b. prefer familiar objects to unfamiliar ones.

Perlis Foods has launched a new brand of soda. As a part of its marketing strategy, Perlis Foods has entered into a contract with a leading television production company. The contract arranges for the new brand of soda to be shown in the new TV series to be aired soon. This is an example of _____. a. grouping b. product placement c. an advertorial d. an infomercial e. zipping

b. product placement

Russell and his family are thinking about getting a new big-screen television. He has researched different brands, models, and prices of televisions from the Internet. In this scenario, Russell is the _____. a. policy maker b. purchaser c. influencer d. disposer e. cord-cutter

b. purchaser

A stimulus can be made personally relevant by: a. using ads containing attractive models. b. showing people who are similar to the target audience in an ad. c. using extremely novel stimuli in an ad. d. including abstract stimuli rather than concrete stimuli. e. making customers get habituated to ads.

b. showing people who are similar to the target audience in an ad.

Which of the following emotional responses is elicited with a combination of medium pitch, firm rhythm, and dissonant harmony in a musical piece used in an ad? a. Exciting b. Sentimental c. Majestic d. Sad e. Happy

c. Majestic

Which of the following statements is true of consumers under time pressure to make a decision? a. They place less emphasis on negative information. b. They tend to be creative at coming up with novel solutions. c. They acquire limited information about a product or service. d. They place more emphasis on positive information. e. They process information very systematically.

c. They acquire limited information about a product or service.

Which of the following statements is true of concrete emotional appeals? a. They are less specific and generalized in nature. b. They involve emotions such as a feeling of hope. c. They are effective in stimulating short-term behavioral intentions. d. They are emotions that are felt when unimportant events occur. e. They cannot be linked to a specific experience or emotion.

c. They are effective in stimulating short-term behavioral intentions.

Psychological risk reflects consumers' concern about the extent to which a product or service: a. causes them a high level of physical stress. b. may not fulfill a functional need. c. fits with the way they perceive themselves. d. leads to high levels of affective involvement. e. may not fulfill a hedonic need.

c. fits with the way they perceive themselves.

Marketers can use _____ to uncover consumers' needs wherein they ask consumers to interpret a set of relatively ambiguous stimuli. a. scanner data b. direct observations c. indirect techniques d. physiological measurements e. electronic trackers

c. indirect techniques

Gregory, a pianist, wants to join a famous orchestra. He wants to buy an antique piano that has been put up for sale so that he can practice. In the context of consumer behavior, Gregory's desire to buy the piano is an example of _____. a. information search b. perception c. motivation d. exposure e. postpurchase evaluation

c. motivation

Sally is in charge of erecting billboards along highways. The billboards display the logos of newly launched brands in the market. She believes that although drivers might not stop their vehicles and read the ads, they might notice the ads just enough for them to make an impact. In this scenario, the drivers might engage in _____. a. preference for the whole b. zipping c. preattentive processing d. figure and ground e. zapping

c. preattentive processing

Understanding consumer behavior is crucial for _____ in developing policies and rules to protect consumers from unfair, unsafe, or inappropriate marketing practices. a. consumer cooperatives b. managers c. regulators d. reference groups e. advertisers

c. regulators

A(n) _____ is a special type of schema that represents knowledge of the sequence of actions involved in performing an activity. a. endnote b. stimuli c. script d. extension e. prototype

c. script

Consumers are most likely to be exposed to ads: a. that are placed below their eye level at stores. b. that appear low on an Internet search list. c. within TV programs that interest them. d. for product categories they do not use. e. when they engage in zipping.

c. within TV programs that interest them.

In the context of attitudes, which of the following describes how attitudes influence consumers' behavior? a. Affective involvement b. Cognitive function c. Emotional contagion d. Connative function d. Connative function e. Affective function

d. Connative function

_____ refers to how much consumers like or dislike something. a. Attitude accessibility b. Attitude confidence c. Persistence d. Favorability e. Resistance

d. Favorability

_____ is the intensity of stimuli that causes them to stand out relative to the environment. a. Abstraction b. Concreteness c. Ambivalence d. Prominence e. Habituation

d. Prominence

Which of the following statements is true of marketing communication? a. Word of mouth spreads fastest through traditional print media. b. Word of mouth is marketer-controlled. c. Word of mouth seems less credible to consumers than messages directly controlled by marketers. d. Sales promotions include premiums, contests, sweepstakes, free samples, coupons, and rebates. e. A perceptual map measures consumers' physiological and neurological responses to marketing communications.

d. Sales promotions include premiums, contests, sweepstakes, free samples, coupons, and rebates.

_____ are needs that relate to the meaning of our consumption behaviors to ourselves and to others. a. Social needs b. Functional needs c. Non-social needs d. Symbolic needs e. Hedonic needs

d. Symbolic needs

_____ refers to an ad providing information to consumers. a. Emotional contagion b. The sleeper effect c. The hedonic dimension d. The functional dimension e. Emotional appeal

d. The functional dimension

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

d. Wearout

The goal of a transformational ad is to: a. decrease emotional involvement by concentrating on consumer efforts rather than their needs. b. use sympathy and empathy to attract consumers toward the brand. c. reposition brand extensions so that consumers can process them through central route processing. d. associate the experience of using the product with a unique set of psychological characteristics. e. attract consumers through the presentation of factual information.

d. associate the experience of using the product with a unique set of psychological characteristics.

A research study suggests that consumers' _____ may be the best indicator of advertising effectiveness. a. recalling ability of the ad b. recognition of the brand in the ad c. need to purchase a product in the ad d. attitude toward the ad e. ad comprehension

d. attitude toward the ad

Consumers can form simple beliefs based on _____ for an endorsement. a. discredits b. judgments c. heuristics d. attributions e. arguments

d. attributions

Joos Up, a leading soft drink company, recently launched several energizing drinks for young people. If a consumer's _____ of Joos Up is favorable, it may include such associations as "tastes great" and "boosts me up." a. brand priming b. scripted network c. knowledge content d. brand image e. knowledge structure

d. brand image

Saturation is also called _____. a. hue b. depth c. lightness d. chroma e. tone

d. chroma

Which of the following statements is true of consumer behavior? a. It is limited to the study of how consumers buy products. b. It reflects the actions of a single consumer rather than a group of consumers. c. It is related to how consumers make acquisition decisions rather than disposition decisions. d. It deals with the purchase of tangible goods but not services. e. It affects decisions about managing debt.

e. It affects decisions about managing debt

Which of the following statements is true of positioning? a. Positioning helps marketers identify consumers who have needs that are not being met. b. The desired image should reflect how a product is similar to the competition. c. Positioning helps consumers identify ways to dispose an offering. d. In a perceptual map, positioned brands share the same quadrant of other brands in the market. e. Positioning should suggest that the product is superior in one or more attributes valued by the target

e. Positioning should suggest that the product is superior in one or more attributes valued by the target

Vactin Corp., an apparel store, wants to create an air of mystery around its products. To advertise the store, it puts up billboards with the message "Would you like to know what is in store for you?" on a white background. This advertisement is an example of: a. using humor in advertising. b. an infomercial. c. reversal of figure and ground principle. d. preference for the whole principle. e. making stimuli personally relevant.

e. making stimuli personally relevant.

Ben wants to purchase a new tablet. He spends a lot of time researching the latest features available on different brands of tablets. He extensively reads most of the technology consumer blogs. In this scenario, Ben has created a willingness to expend time and energy on preparations to purchase the target, making him a(n) _____ consumer. a. risk-taking b. strategic c. opportunistic d. self-centered e. motivated

e. motivated

The difference between sugar cookies and cinnamon crackers is a fine one. This can be considered a(n) _____ of categorization. a. open level b. basic level c. exemplary level d. superordinate level e. subordinate level

e. subordinate level