Consumer Behavior Exam 1: Chapters 8, 9, 10, 11

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

-They are more likely to pay attention to relevant marketing messages. -They are more likely to engage in analytical reasoning to process and learn new information. -They are more likely to seek out information from numerous sources prior to a decision. -They are more likely to act as opinion leaders.

Spokescharacters can be _____.

-animated animals -animated people -animated products -animated objects

Which of the following is a factor that may account for inconsistencies between measures of beliefs and feelings and observations of behavior?

-lack of need -failure to consider relative attitudes -failure to consider interpersonal influence -failure to consider situational factors

The capacity of STM is thought to be in the range of __________ bits of information.

5 to 9

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

50 %

Kimberly-Clark is interested in mothers' emotional reactions to their Huggies brand of disposable diapers, which usually have popular characters or cute designs printed on them. Which component of attitude is Kimberly-Clark interested in?

Affective

__________ is the emotional or feeling response triggered by a stimulus such as an ad.

Affective Interpretation

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

Attention

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

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

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

Closure

__________ represents the density of stimuli in the environment.

Clutter

Maslow's hierarchy of needs includes all except which of the following?

Cognition

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

Format

Which of the following statements is false regarding humorous appeals?

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

Which of the following is not used to classify McGuire's psychological motives?

Is the outcome of the behavior temporary or permanent?

The voluntary and self-selected nature of online offerings where consumers "opt in" to receive email-based promotions is often referred to as

Permission-based marketing

__________ involves incorporating brands into movies, television programs, and other entertainment venues in exchange for payment or promotional or other consideration, with the goal being to add realism to the scene, give subtle exposure to the brand, and influence consumers in an unobtrusive manner.

Product placement

Which side of the brain deals with pictorial, geometric, timeless, and nonverbal information without the individual being able to verbally report it?

Right Side

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

STM is a static structure

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

Symmetrically balanced

Advertisements and packages for Kellogg's Smart Start breakfast cereal include the seal of the American Heart Association, indicating that it is a hearty, healthy choice. This seal can influence consumers to purchase this brand because the American Heart Association has a reputation of trustworthiness and expertise. The seal appearing on packages and in advertisements represents a

Third-[arty endorsement

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

Voluntary

Carla watches television shows whenever she has time because she uses a digital video recorder to record the shows. When she watches them, she fast-forwards through the commercials, which is known as

Zipping

A consumer's propensity to pursue differentness relative to others through the acquisition, utilization, and disposition of consumer goods is exhibiting

a need for uniqeness

The likelihood and ease with which information can be recalled from long-term memory is termed

accessibility

A local car dealership advertises quite frequently on local broadcast and cable television, and it seems as though the man in the ad is always yelling for consumers to "Come on down, you'll be glad you did!" This car dealership uses the same type of ad over and over even though the specific information changes, and consumers tend to shut out the message, evaluate it negatively, or disregard it. John is so sick of these ads that he instantly changes the channel when one comes on. This is an example of

advertising wearout

Janice and her mother were visiting an art gallery, and they were looking at modern art. When they came to one painting, Janice said, "I like that." When her mother asked her why she liked it, all she could say was, "I don't know, I just like it." Which component of attitude does this represent?

affective

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

affiliation

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

affiliation

Swiss Miss instant hot chocolate uses images of winter Olympic athletic events with athletes and fans warming up to a mug of their instant cocoa. While Swiss Miss is not an official sponsor of the winter Olympics, consumers viewing the ads might reasonably infer that they were. What type of marketing is this?

ambush marketing

High-involvement learning often involves

analytical reasoning

The most complex form of cognitive learning is _____.

analytical reasoning

Caleb learned from his parents that littering was bad, so when he sees someone doing it, he forms an unfavorable impression of that person. Caleb's learned predisposition to dislike someone who litters represents his

attitude

A set of human characteristics that become associated with a brand is referred to as

brand personality

Addison is a brand manager and wants consumers to form attitudes that are strong, resistant to counter-persuasion attempts, more accessible from memory, and more predictive of behavior. Which route of the elaboration likelihood model should he encourage consumers to take?

central route

Lori reads three newspapers a day and is always reading a book in the evening. She has a high need to engage in thinking, and she actually enjoys it. She likes to complete crossword puzzles and do other types of word games. Lori has a high need for

cognition

Mitch likes Toyota automobiles because he thinks they have the highest reliability of all automobiles. His belief about Toyota's reliability represents which component of Mitch's attitude?

cognitive

Which component of attitudes consists of a consumer's beliefs about an object?

cognitive

Which type of learning encompasses all the mental activities of humans as they work to solve problems or cope with situations?

cognitive learning

Which of the following are abstractions of reality that capture the meaning of an item in terms of other concepts?

concepts

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

decreases, increases

Which of the following is a theory about how attitudes are formed and changed under varying conditions of involvement?

elaboration likelihood model

Which of the following is an individual characteristic that influences interpretation?

expectations

Which type of message framing stresses either the positive outcomes of performing a behavior or the negative outcomes of not performing a behavior?

goal framing

Pat is purchasing new tires for his car. Since he expected to spend $400 or more for these tires, he started researching on the Internet. He spent several days learning about this product and studied several consumer magazines (e.g., Consumer Reports). He decided to purchase Yokohama tires because they were rated the best tire value. Which type of learning situation does this illustrate?

high-involvement learning

Which type of memory involves the non-conscious retrieval of previously encountered stimuli?

implicit memory

Donald has just learned that he has Type II diabetes, so he wants to learn as much as he can to manage his health. He reads health magazines, visits health-related websites, and reads product nutrition and ingredient information on packages. Donald's strength of learning is most likely to be strong due to which factor that affects the strength of learning?

importance

Walker was gathering information on Ultra HD 4K and LCD TVs because he wanted to purchase one for his household. He bought several electronic product magazines, visited several electronics stores, searched the Internet, and paid attention to the ads in the newspaper to learn more about this product. However, he was confronted with so much information that he could not attend to all of it. In fact, he it got to the point that he would not attend to it and became frustrated. This is an example of

information overload

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

instability

When asked why he bought a specific automobile, Jeremy replied that is has good gas mileage, is rated one the best cars in terms of safety, and was in a moderate price range. These reasons reflect Jeremy's __________ motives.

manifest

Motives that are known and freely admitted are called

manifest motives

The energizing force that activates behavior and provides purpose and direction to that behavior is known as

motivation

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

operant conditioning

Which of the following do marketers need to be concerned about with respect to using celebrities as company spokespersons?

overexposure of the celebrity, negative behavior involving the spokesperson, and image of the celebrity does not match the image of the product or brand

Which of the following reflects the relatively stable behavioral tendencies that individuals display across a variety of situations?

personality

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

position

The decision by a marketer to try to achieve a defined brand image relative to competition within a market segment is called

product positioning

Raymond is conducting motivation research. He is using __________, which are designed to provide information on latent motives.

projective techniques

"Get the best deals!" is an example of a __________ ad.

promotion focused

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

promotion focused

Smoke detectors, preventive medicines, insurance, retirement investments, seat belts, burglar alarms, and sunscreen are all examples of products to satisfy consumers' __________ needs.

safety

Which type of memory structure is a complex web of associations?

schema

What are two important long-term memory structures?

schema and scripts

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

self-referencing

Procter & Gamble, the maker of Crest brand toothpaste, has modified this brand to include whiteners. To encourage consumers to adopt this brand, P&G gave away free samples along with a high value coupon on the purchase of a tube. The hope was that consumers would try the brand, purchase it at a discount, and finally buy it at full price. This is an example of

shaping

Dr. Thomas, a doctor and local news medical correspondent, has frequently appeared in "Ask the Doctor" segment on local news Radio. Dr. Thomas is highly esteemed in his field and provides up-to-date medical information for viewers and provides answers to callers' questions. Sometimes he recommends specific remedies and products, and Valerie, a regular listener of the segment, trusts what he says or recommends because he doesn't seem to have an apparent motive to mislead listeners. Which characteristic does Dr. Thomas possess?

source credibility

__________ consists of trustworthiness and expertise.

source credibility

Anne appears in a television commercial for a local chiropractor. She tells the audience how she suffered from migraine headaches several times a month. However, once she started treatment at this particular chiropractor, her headaches disappeared. She claimed, "I kept expecting them to come back, but they didn't. I have a whole new lease on life, thanks to Peavy Chiropractic!" Which type of ad is this?

testimonial ad

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

to categorize

The accessibility effect for brands is called _____.

top-of-mind awareness

An advertisement for the Honda Civic Hybrid featured gas mileage in the subheading (49 city/51 highway). The copy also noted that owners of this automobile may be eligible for a clean-fuel tax deduction. At the time this ad appeared, gas was over $3.00 per gallon, which made the information important to consumers. This is an example of which type of appeal?

utilitarian appeal

Instead of featuring any functional benefits of the product or brand in ads for the iPod, this product was introduced by showing a silhouette of a person dancing with the white earbuds and holding a white iPod MP3 player. Which type of advertising appeal does this illustrate?

value-expressive appeal

Kay was watching American Idol on television when a commercial for toilet tissue came on. She was not motivated at all to process the information provided in the ad. Which type of learning situation does this represent?

Low-involvement learning

__________ is a drive state created by consumer interests and needs.

Motivation

What are the major individual factors affecting attention?

Motivation and Ability

Which need results in the consumer's playing various roles and gaining pleasure from adding new, satisfying roles and by increasing the significance of roles already adopted?

Need for identification

Which type of conditioning requires that consumers first engage in a deliberate behavior (i.e., trying the product) and come to understand its power in predicting positive outcomes that serve as reinforcement?

Operant Conditioning

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

discounting

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

interference

James begged his mother to buy him some high-top Converse shoes. When asked why he wanted these shoes, he said that he wanted them because they are comfortable. He really wanted them because his two best friends have them, and if he had them, he would be considered "cool," but he didn't want to tell his mother that. Wanting to appear "cool" to his friends represents which type of motive?

latent