Consumer Behavior Exam #2

focuses on the automatic response that humans develop through repeated exposure and reinforcement. a. Classical conditioning b. Cognitive effort c. Instrumental conditioning d. Elaboration

Classical conditioning

__________Is based on the notion that learning occurs through a trial-and-error process (also called operant conditioning). a. Classical conditioning b. Cognitive effort c. Instrumental conditioning d. Elaboration

Instrumental conditioning

Which of the following is an example of focused messaging? a. marketers focusing less on brand building and more on lower funnel marketing tactics b. interactive tools like The Name Your Price Tool from Progressive that enable consumers to learn about the product in an extremely targeted and tailored way c. Target's price match guarantee messaging, assuring customers that the company would match prices if the customer found a lower price online or in a local store d. assigning relative importance to tasks, projects, or jobs to be accomplished, and then tackling them in order of most important to least important

Target's price match guarantee messaging, assuring customers that the company would match prices if the customer found a lower price online or in a local store

The ______ is the creative glue that hooks the reader or viewer of an advertisement by trying to connect the brand to the consumer's wants and needs. a. direct motivation b. advertising appeal c. content driver d. marketing configuration

advertising appeal

Part of the tri-component attitude model, the represents the consumer's emotions and feelings regarding the product or service in question. a. affective component b. cognitive component c. conative component d. value-expressive component

affective component

This is the manifestation of all the environmental and internal factors that impact a consumer's mood. a. antecedent states b. omni-channel experience c. stockouts d. usage process

antecedent states

Part of the tri-component attitude model, the reflects behavior, or the likelihood that an individual will take a specific action regarding the product or service in question. a. affective component b. cognitive component c. conative component d. elaborate component

conative component

Motivation, cues, response and reinforcement are all critical elements of ________. a. purchase decision making b. consumer learning c. behavioral theories d. consumer conditioning

consumer learning

According to the chapter, when it comes to the shopping experience, consumers are increasingly opting for _______, speed and low cost above all other factors. a. uniqueness b. quality c. convenience d. variety

convenience

The_______seeks to explain how humans process stimuli (for example, marketing materials) and how doing so may lead to effective attitude change. a. elaboration likelihood model b. tri-component attitude model c. tri-attribute model d. attitude toward object model

elaboration likelihood model

Online selling has changed the future of retail in a way that could not have been anticipated years ago by all of the following except a. eliminating the significant barriers to entry created by a brick-and-mortar-only retail environment b. enabling regional retailers to gain national scale c. enabling national chains to reach smaller communities d. eliminating the need for an omni-channel environment

eliminating the need for an omni-channel environment

This is the middle stage of the five-step model of consumer decision-making developed by researchers Engel, Blackwell and Kollat. a. problem recognition b. information search c. evaluation of alternatives d. product choice and purchase e. post-purchase outcomes

evaluation of alternatives

This is the set of products that you already know about, the options that are stored in your memory. a. evoked set b. inert set c. inept set d. element set

evoked set

The increase in how digitally and tech savvy consumers are has eliminated the need for strong customer service.

false

True or False: Environmental noise occurs when the sender causes a disruption that makes it difficult for the consumer to process the message at hand.

false

True or False: Information search is the first step in the five- step model developed by researchers Engel, Blackwell and Kollat.

false

True or False: One-to-all is the most effective and labor- intensive form of marketing communication.

false

True or False: Persuasion via the peripheral route occurs when a consumer is both motivated and able to process information.

false

True or False: Pre-purchase search is characterized as consumers engaging in information search even though a specific problem has not yet arisen.

false

True or False: Repetition as a strategic application is what also enables marketers to launch new product lines and product forms under the same brand name.

false

True or False: Search Engine Optimization (SEO) is marketing tactic focused on driving traffic to a website through the use of paid search ads.

false

True or False: The short-term store within the human brain is a space where sensory input lasts for just a second or two.

false

True or False: The utilitarian function outlines that consumers' attitudes reflect the value, or utility, that various brands actually provide.

false

While they elicit positive moods, strong website designs do not affect increases in repeat purchase and consumer loyalty.

false

On TV, the commercials that have the best recall are shown _______ of a commercial break. a. first in the sequence b. in the middle of the sequence c. last in the sequence d. at any position in the sequence

first in the sequence

This set comprises the brands that the consumer would not consider for purchase because they dislike these brands or products. a. evoked set b. inert set c. inept set d. element set

inept set

The ________ is comprised of those product options that the consumer is aware of but feels indifferently toward. a. inept set b. inert set c. evoked set d. element set

inert set

An advertisement that helps consumers understand that a V8 drink can provide three of the five recommended servings of fruits and vegetables per day appeals to this function. a. knowledge function b. value-expressive function c. utilitarian function d. ego-defensive

knowledge function

Cognitive theorists believe that ______ is a complex mental process that happens because consumers make the conscious choice to process information and store that information in their brains. a. Filtering b. information analysis c. learning d. retention

learning

The __________ portrays consumers' attitudes as a function of their assessments of the attributes a product has (or doesn't have). a. multi-attribute model b. tri-component attitude model c. attitude toward behavior model d. attitude toward object model

multi-attribute model

If a brand's consumer has a low need for cognition, consumers are more likely to be persuaded by_______framed messages. a. positively b. negatively c. neutrally d. indirectly

negatively

Television advertisements are an example of ________ communication. a. one-to-all b. one-to-one c. one-to-many d. one-to-group

one-to-all

While there are scores of advertising appeals for marketers to choose from, according to the chapter, one way of categorizing them and understanding the options is to examine both emotional and _______ appeals. a. relational b. rational c. functional d. transitional

rational

In this type of test, researchers show consumers an advertisement and ask them if they remember seeing it and if they can remember any of its main points. a. recognition test b. recall test c. attitudinal evaluation d. behavioral evaluation

recognition test

This, according to the chapter, is a shift in consumer behavior that has left many traditional retailers scrambling. a. that online-only brands feel as native to Millennial and Gen-Z customers as social media and other digital channels b. that Millennial and Gen-Z customers are quick to explore and adopt new, online-only retail options c. that it only takes a product idea, a domain name idea, a web hosting account and 30 minutes to set up a retail website d. that examples of successful online-only retailers span the gamut across industry and company size

that Millennial and Gen-Z customers are quick to explore and adopt new, online-only retail options

Which of the following is not presented in the chapter as a factor that influences a customer's holistic shopping experience? a. the buying process b. the usage process c. the disposal process d. the decision process

the decision process

Marketers should be cognizant that offering price reductions do not dilute their brand as price is an indicator of brand quality.

true

True or False" If cognitive factors drive the consumer decision-making process for a particular product or service, marketers need to consider providing as much rational product information up front, in the places consumers are likely to search.

true

True or False: A consumer's problems stem from two factors: a change in the consumer's ideal state and a change in the consumer's actual state.

true

True or False: An emotional appeal uses imagery, copy, music or other tactics to appeal to a consumer's feelings about a product, service or issue at hand.

true

True or False: Both consumer behaviors and attitudes are critical components that marketers seek to measure regarding brand loyalty.

true

True or False: Cognitive dissonance can be spurred internally, as with a consumer's own indecisiveness, but often it is external, like exposure to advertisements or sales for competing products or brands.

true

True or False: Cognitive learning is primarily concerned with how information is processed by the human mind: how it is stored, retained, and retrieved.

true

True or False: Consumers learn attitudes from a variety of sources ranging from direct experience to word of mouth to marketing.

true

True or False: In the context of marketing and consumer behavior, an "object" can be a product, brand, service, price, package, advertisement or any other aspect of consumption.

true

True or False: One of the primary differences between recall tests and recognition tests is that recall tests use unaided recall.

true

True or False: Rational appeals use facts and reasoning to persuade consumers to choose the product being discussed.

true

True or False: Retail environments are set up to encourage additional information processing that can often influence purchase choice.

true

True or False: To a marketer, understanding the product usage process is as critical as understanding the product buying process.

true

A marketer acknowledging competing products in company messaging and share why his or her product is superior to that of the competition defines . a. one-sided communication b. two-sided communication c. competing communication d. outward communication

two-sided communication