Exam Part 2
Which of the following motives are most likely in affective choices? consummatory motives primary motives affective motives immediate motives \instrumental motives
consummatory motives
Rod wasn't expecting much from the painters that came to his house. True to form, they did not do a good job and confirmed his low-performance expectations. Rod is most likely experiencing satisfaction. dissatisfaction. nonsatisfaction. elation. anger.
nonsatisfaction.
Which disposition alternative is the most widely used by consumers? trade in recycle throw away give away sell
throw away
Negative emotions or guilt feelings aroused by the use of a product or a service are referred to as postpurchase anxiety. consumption guilt. consumption anxiety. postpurchase dissonance. consumption dissonance.
consumption guilt.
Which of the following statements adequately reflects the concept of attitude component consistency? All three attitude components do not change over time. A change in one attitude component tends to produce related changes in the other components. The three attitude components operate independently from each other, so a change in one component does not necessarily mean the others will change. All three attitude components are equal in their influence on one's attitude. Each component is equally important regardless of the situation.
A change in one attitude component tends to produce related changes in the other components.
Which of the following statement is true regarding comparative advertising? Comparative advertising is more effective regardless of the source. Comparative advertising is particularly effective for promoting established, market-share leader brands. Audience characteristics, especially brand loyalty associated with the sponsoring brand, are important. Broadcast media, particularly radio, appear to be better vehicles for comparative advertisements. A partially comparative ad is one in which a specific competitor is not named.
Audience characteristics, especially brand loyalty associated with the sponsoring brand, are important.
Which of the following is not a reason why celebrity sources are effective? Celebrities may attract attention to the advertisement. A celebrity's likeability and popularity often translate into higher Aad, which can enhance brand attitudes. Some celebrities are also experts. Celebrities are physically attractive, and research has shown that individuals will agree with a physically attractive person regardless of the message or their own initial attitude. Consumers may identify with or desire to emulate the celebrity.
Celebrities are physically attractive, and research has shown that individuals will agree with a physically attractive person regardless of the message or their own initial attitude.
Which of the following is true regarding word-of-mouth (WOM)? WOM is a minor factor in consumer behavior. Consumers trust WOM more than many other sources. Satisfaction yields more WOM than does dissatisfaction. Consumers do not give WOM much merit, especially negative WOM. Marketers are not concerned about WOM.
Consumers trust WOM more than many other sources.
Rational choice theory implicitly or explicitly assumes a number of things about consumer choice that are often not true, such as consumers seek one optimal solution to a problem and choose on that basis. consumers have the skill and motivation to find the optimal choice. the optimal solution does not change as a function of situational factors such as time pressure, task definition, or competitive context. consumers seek one optimal solution to a problem and choose on that basis and the optimal solution does not change as a function of situational factors such as time pressure, task definition, or competitive context. All of these choices are correct.
Correct! All of these choices are correct.
Which of the following statements is true regarding consumer choice processes? Attitude-based choices require the knowledge of specific attributes at the time the choice is made. The greater the motivation to make an optimal decision, the more likely an attitude-based choice will be made. Motivation, information availability, and situational factors interact to determine the likelihood that attitude-based choices are made. Consumers do not use attitude-based choices for important products. Attitude-based choices require the comparison of each specific attribute across all brands considered.
Motivation, information availability, and situational factors interact to determine the likelihood that attitude-based choices are made.
Given the following importance weights Price = 50, Quality = 40, and Ease of use = 10, which of the following computers would be chosen using a compensatory decision rule? HP Samsung Dell Price 4 4 3 Quality3 5 5 Ease of Use5 3 5 Dell a tie between Samsung and Dell HP Samsung a tie between HP and Dell
Samsung
Given attribute cutoffs of Price = 5, Quality = 5, and Weight = 4, which of the following would be chosen using the disjunctive decision rule? HP Dell Samsung Price5. 4. 4 Quality3. 3. 5 Ease of Use3. 3. 1 HP Samsung Dell Samsung and Dell would be considered further. Samsung and HP would be considered further.
Samsung and HP would be considered further.
Which of the following is true regarding postpurchase dissonance? All consumer purchase decisions are followed by postpurchase dissonance of some sort. The importance of the decision to the consumer is one factor that influences the probability and magnitude of postpurchase dissonance. The individual's tendency to experience anxiety is not related to postpurchase dissonance. The easier it is to alter the decision, the more likely postpurchase dissonance will be. Nominal decision making usually results in the greatest magnitude of postpurchase dissonance.
The importance of the decision to the consumer is one factor that influences the probability and magnitude of postpurchase dissonance.
Procter & Gamble is the manufacturer of Pampers diapers. At one time, the price of a typical package of diapers was relatively high (i.e., over $12 a package). Due to the threat of store brands stealing market share because of their lower price, P&G decided to lower the price for Pampers. While most consumers noticed the price reduction because P&G promoted that fact, what most of them did not notice was that the number of diapers per package also decreased. However, the reduction was only one or two diapers per package. Which of the following best explains why consumers did not notice the reduction in the quantity? Number of diapers per package was not important to consumers. The reduction in the quantity did not reach the level of a just noticeable difference. Price is more important than quantity to consumers. Consumers are price conscious for this product category. You Answered Consumers are brand loyal.
The reduction in the quantity did not reach the level of a just noticeable difference.
Expenses associated with advertising, establishing a new account, and mailing catalogs are examples of churn. opportunity costs. switching costs. contribution costs. acquisition costs.
acquisition costs.
In an attempt to alter consumers' cognitive component of their attitude toward Pepsi brand of cola, a freshness date was added on the cans. Pepsi wanted consumers to consider this attribute that was never a consideration before. Pepsi was using which strategy to alter the cognitive structure of a consumer's attitude? change beliefs shift importance add beliefs change ideal change feelings
add beliefs
Nike has several models of athletic shoes, and most have high functionality. However, several models are also sleek looking and can actually make a fashion statement for the wearer as well as performing the functional aspects of the product. By going beyond the cognitive associations of functionality and attempting to tap consumers' affective reactions, Nike and other marketers are developing products with aesthetic appeal. aspirational appeal. benefit appeal. social appeal. personality appeal
aesthetic appeal.
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? cognitive affective behavioral latent manifest
affective
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? knowledge cognitive affective behavioral orientation
affective
SAM (Self-Assessment Manikin) is used to assess which component of attitude? cognitive affective behavioral orientation personality
affective
Amy is shopping for a dress to wear to a formal dance. She tried on several dresses, not even noticing the price of each. After about two hours of this, she tried one on and exclaimed, "This is it!" That particular dress was the one that she thought made her look fabulous, so she bought it. Which type of choice did Amy use to select this dress? affective choice attitude-based choice rational choice attribute-based choice instrumental choice
affective choice
Dawn and her two daughters went to see Pride & Prejudice at the movie theater. They all loved the movie and came out saying "we're so glad she married Mr. Darcy!" This movie provided them with affective performance. direct performance. instrumental performance. symbolic performance. consummatory performance.
affective performance.
Madeline has a(n) __________ toward Coke, whereby she simultaneously really likes the taste but also is really negative about the brand because it has high calories. relative attitude lack of ability ambivalent attitude interpersonal influence All of these choices are correct.
ambivalent attitude
Bobbie bought a Dell computer because her brother has one, and he seems to be satisfied with it. She did not compare any other computers when making this choice. Which type of choice process did Bobbie use? affective choice attitude-based choice rational choice instrumental choice
attitude-based choice
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 emotion. personality. attitude. orientation. intelligence.
attitude.
The simplest form of message framing where only a single attribute is the focus of the frame is known as priming. a one-sided message. goal framing . simple framing. attribute framing.
attribute framing.
Joseph is considering the purchase of a computer, and he is comparing brands on the basis of price, memory, speed, and reliability. He mentally ranks each alternative on these attributes and makes a selection based on these rankings. Joseph is using which type of choice process? affective choice attitude-based choice rational choice attribute-based choice instrumental choice
attribute-based choice
Segmenting consumers on the basis of their most important attribute or attributes is called benefit segmentation. demographic segmentation. psychographic segmentation. attribute segmentation. utilitarian segmentation.
benefit segmentation.
Marketers must promote __________ rather than __________, especially for less knowledgeable consumers and for complex products. features, benefits benefits, avoidance benefits, features features, contents consistency, inconsistency
benefits, features
The famous Pepsi challenge had consumers taste two brands of cola without letting them know the brand name of either. Which type of test is this? surrogate tests generic tests blind tests primary tests perceptual tests
blind tests
Duane is of average intelligence, and like most consumers, he cannot compare too many alternatives at one time. This limited capacity for processing information is known as working memory bounded memory bounded rationality bounded processing finite processing
bounded rationality
for which type of firm has research shown that reducing the number of customers who leave by 5 percent resulted in the highest percentage increase in average profits per customer? auto services branch banks insurance brokerage industrial laundry credit insurance
branch banks
A new brand of peanut butter cookies includes Hershey's Kisses chocolates on top. Which of the following is this new brand using in an attempt to gain from the quality associated with Hershey's chocolate? blind test brand alliance two-sided message conjoint alliance conjunctive alliance
brand alliance
Addison is a brand manager and wants consumers to form attitudes that are strong, resistant to counterpersuasion attempts, more accessible from memory, and more predictive of behavior. Which route of the elaboration likelihood model should he encourage consumers to take? primary route secondary route central route peripheral route direct route
central route
Carissa is highly involved is a purchase decision for a new car. She has searched the Internet, visited car dealerships, talked to friends and family, and paid attention to advertisements. According to the elaboration likelihood model, by which route is Carissa likely to be persuaded? primary route secondary route central route peripheral route direct route
central route
For years, American automobiles did not have the level of quality that foreign, particularly Japanese, automobiles had. However, that has changed, and most automobiles built in the United States have comparable or superior quality than imports. Consumers' attitudes are slow to change, however, and marketers must use which strategy to change the cognitive component of consumers' attitudes? change beliefs shift importance add beliefs change ideal change feelings
change beliefs
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? affective cognitive factual behavioral utilitarian
cognitive
Which type of customer has an emotional attachment to the brand or firm? repeat purchaser satisfied buyer total buyer committed customer affective customer
committed customer
Joanne is considering the purchase of a microwave oven and has four evaluative criteria. For each criterion, she has attached an importance weight ("W"), and each brand is evaluated on its performance on that criterion ("B"). Then a rating is calculated by summing the product of the B's and W's on a criterion for each brand, and the brand with the highest overall rating is chosen. Which type of decision rule is Joanne using? conjunctive disjunctive lexicographic elimination-by-aspects compensatory
compensatory
The multiattribute model is which type of decision rule? compensatory noncompensatory disjunctive lexicographic elimination-by-aspects
compensatory
Jamie was participating in a market research study regarding computers when he was presented with 24 different computers that varied on four criteria. He was asked to rank all 24 descriptions in terms of his preference for those combinations of features. Which approach to assess the relative importance Jamie places on evaluative criteria was this research using? perceptual mapping regression analysis factor analysis conjoint analysis cluster analysis
conjoint analysis
Which of the following is the most popular indirect measurement approach to measuring the relative importance of consumers' evaluative criteria? perceptual mapping regression analysis factor analysis conjoint analysis cluster analysis
conjoint analysis
Conrad is considering the purchase of a laptop computer. He has decided that he will not spend more than $1200, the computer must weigh no more than 4 pounds, and battery life must last at least 4 hours. He has similar minimum requirements for a few other criteria he is using to evaluate alternatives. If an alternative does not meet all of these minimum requirements, he will not consider it further. Which decision rule is Conrad using? conjunctive disjunctive lexicographic elimination-by-aspects compensatory
conjunctive
Which of the following is the most common method of direct measurement of the relative importance of consumers' evaluative criteria? noncomparative rating scales semantic differential scales constant sum scales Likert scales nominal scales
constant sum scales
Which of the following is an individual factor that can influence attitude change? program context level of viewer distraction buying occasion consumer knowledge All of these choices are correct.
consumer knowledge
Jon purchased an antique watch on eBay from another consumer. Which type of sale is this known as? direct-to-consumer sale consumer-to-consumer sale personal sale private sale electronically-mediated sale
consumer-to-consumer sale
Pamela likes to sew because it relaxes her. To her, it's like therapy. For Pamela, sewing represents which type of motive? instrumental motive affective motive cognitive motive consummatory motive personal motive
consummatory motive
Which of the following does not influence the evaluation of alternatives on each criterion? decision rules applied evaluative criteria importance of criteria alternatives considered All of these choices are influe
decision rules applied
Hailey purchased furniture for her living room and spent quite a bit of money. After she purchased it, she started regretting that she spent so much and she wasn't sure she liked the furniture. To make herself feel better, she told herself that the other furniture she was considering really wasn't that good and probably would not last as long as the furniture she ended up purchasing. Which of the following is Hailey using to reduce her postpurchase dissonance? increasing the desirability of the brand purchased. decreasing the desirability of rejected alternatives. decreasing the importance of the purchase decision. reversing the purchase decision . increasing the importance of the purchase decision.
decreasing the desirability of rejected alternatives.
Chaz was asked by a market researcher which criteria he uses when purchasing beer. He told the researcher that taste and price are important to him. Which method did the researcher use to obtain this information from Chaz? direct indirect projective perceptual mapping word association
direct
To determine which criteria are used by consumers in a specific product decision, the marketing researcher can utilize which two methods of measurement? primary and secondary manifest and latent direct and indirect immediate and delayed nominal and interval
direct and indirect
A loyal consumer will often use __________ to protect their brand by reducing the importance they put on a given attribute. avoiding discrediting discounting containment kipping
discounting
Which decision rule establishes a minimum level of performance for each important attribute (often a fairly high level), and all brands that meet or exceed the performance level for any key attribute are considered acceptable? conjunctive disjunctive lexicographic elimination-by-aspects compensatory
disjunctive
Carl and his family purchased a new home, and the builder left half empty paint cans in the garage. Carl doesn't know what to do with them because he cannot put them out in the regular trash. Carl is concerned with which of the following with regard to the paint? purchase use disposition consumption product nonuse
disposition
A brand whose perceived performance falls below expectations generally produces satisfaction. dissatisfaction. nonsatisfaction. elation. fear.
dissatisfaction.
Disposition of the product or the product's container may occur __________product use. during after before during and after during, after, and before
during, after, and before
Exploding demand and short product life-spans for high-tech gadgets such as mobile phones, personal computers, and various other personal electronic devices is creating growing concerns over e-waste. poisonous waste. hazardous waste. reusable waste. recyclable waste.
e-waste.
Which of the following is a theory about how attitudes are formed and changed under varying conditions of involvement? cognitive dissonance theory theory of reasoned action elaboration likelihood model attribution theory noncompensatory theory
elaboration likelihood model
Hannah asked her mother to buy her a certain brand of athletic shoes because that's what all the other kids are wearing at school and she wants to fit in. For Hannah, which type of motive is most likely underlying her request for that specific brand? instrumental motive affective motive cognitive motive consummatory motive personal motive
instrumental motive
Miles is considering the purchase of a new car. Price is the most important criterion for him, and he will only consider those models that do not exceed $25,000. Since several models satisfy this criterion, he then considers how each alternative performs with respect to gas mileage, and he will not consider any that get less than 20 miles per gallon in the city. Which decision rule is Miles using? conjunctive disjunctive lexicographic elimination-by-aspects compensatory
elimination-by-aspects
Which type of ad is designed primarily to elicit a positive affective response rather than to provide information or arguments? one-sided message two-sided message fear appeal emotional ad comparative ad
emotional ad
A long-running television commercial for Dial soap would show an individual in various situations with other people (e.g., car pool or elevator). This individual would join the others and look around, appearing to be in discomfort. Then a voice over would say, "Aren't you glad you used Dial... don't you wish everyone did?" Which type of appeal does this illustrate? one-sided message two-sided message fear appeal third-party endorsement comparative ad
fear appeal
Savannah works at the front desk at a Marriott Hotel. If a guest has a complaint, she is empowered to make amends up to a certain amount without her supervisor's approval. Savannah is known as a decision maker. key employee. consumer-level employee. frontline employee. primary employee.
frontline employee.
Appeal characteristics represent __________ a message is communicated. by whom when where how the timing by which
how
Samantha is purchasing a new car. She knows she should compare alternatives on the basis of cost and performance features, but she can't help but consider the styling and the color. She also wants a car that will make her look "cool" and feel special when she's driving it. Styling, color, and how the car will make her feel are examples of __________ evaluative criteria. tangible intangible primary secondary consummatory
intangible
Which of the following is not a type of consumer choice process? affective choice attitude-based choice irrational choice affective choice and attitude-based choice You Answered All of these choices are types of consumer choice processes.
irrational choice
Which decision rule requires the consumer to rank the criteria in order of importance, and then the consumer selects the brand that performs best on the most important attribute? conjunctive disjunctive lexicographic elimination-by-aspects compensatory
lexicographic
Simply presenting a brand to an individual on a large number of occasions to make the individual's attitude toward the brand more positive is known as mere exposure. the familiarity effect. positive exposure. repetitive exposure. the saturation effect.
mere exposure.
Changing behavior prior to changing affect or cognition is based primarily on classical conditioning. operant conditioning. iconic rote learning. analytical reasoning. mere exposure.
operant conditioning.
Gail was participating in a market research study, and she was given 20 pairs of brands of shampoo and asked to indicate which pair is most similar, which is second most similar, and so forth until all pairs were ranked. Which type of indirect measurement technique used to assess Gail's evaluative criteria does this represent? perceptual mapping conjoint analysis evaluative mapping regression analysis factor analysis
perceptual mapping
Dana is watching television when a commercial for a brand of bathroom cleaner comes on. She is not very interested in the product category, but the ad was entertaining and made her laugh. As a result, she had a positive attitude toward the brand of cleaner advertised. According to the elaboration likelihood model, which route to persuasion influenced Dana? primary route secondary route central route peripheral route indirect route
peripheral route
Carla continued to search for information on cars even after she purchased one. She would go over her decision in her head, and pay attention to ads that featured the car she bought. She was also noticing how many other people drove her model of car, which made her feel more confident that she made a wise decision. Carla is attempting to reduce consumption guilt. postpurchase dissonance. postpurchase shame. postpurchase fear. consumption anxiety.
postpurchase dissonance.
Which of the following are indirect measurement techniques used to determine consumers' evaluative criteria? conjoint analysis and factor analysis factor analysis and regression analysis regression analysis and perceptual mapping projective techniques and perceptual mapping projective techniques and regression analysis
projective techniques and perceptual mapping
Which of the following is not an alternative if a consumer decides to retain a product's package? store it use it for original purpose recycle it use it for a new purpose All of these choices are alternatives in this situation.
recycle it
Marketing efforts focused on a firm's current customers are generally termed relationship marketing. internal marketing. personal marketing. formal marketing. acquisition marketing.
relationship marketing.
Kevin buys the same brand of clothing all the time. He continues to buy it because it fits him well and the price is right, but he does not have an emotional attachment to it. Kevin is an example of a(n) trapped purchaser. committed customer. repeat purchaser. nonsatisfied customer. indifferent purchaser.
repeat purchaser.
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 source derogation source experience source likeability source attractiveness
source credibility
Andrew is considering the purchase of a portable e-reader. He is comparing alternatives on the basis of screen size, battery life, and price. Andrew is using which type of evaluative criteria? tangible intangible primary secondary instrumental
tangible
Cost and performance features are examples of which type of evaluative criteria? tangible intangible primary secondary instrumental
tangible
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? single message two-sided message comparative ad testimonial ad demonstration
testimonial ad
Attribute-based choice requires the knowledge of specific attributes at the time the choice is made. attribute-by-attribute comparisons across brands. summary impressions. the knowledge of specific attributes at the time the choice is made and attribute-by-attribute comparisons across brands. All of these choices are correct.
the knowledge of specific attributes at the time the choice is made and attribute-by-attribute comparisons across brands.
Which of the following is false regarding committed customers? They are unlikely to consider additional information when making a purchase. They are resistant to competitors' marketing efforts. they are less likely to forgive an occasional product or service failure. They are likely to be a source of positive word-of-mouth. They are more profitable to the firm than mere repeat purchasers.
they are less likely to forgive an occasional product or service failure.
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-party endorsement. testimonial. two-sided message. sponsorship. message frame.
third-party endorsement.
How does mere exposure enhance attitudes? by changing beliefs by adding beliefs through enhanced familiarity through shifting importance by changing perceptions of the ideal
through enhanced familiarity
Ronald is dissatisfied with a product he has bought. What is the first decision Ronald will make with regard to his dissatisfying situation? whether to complain to the store or to the manufacturer whether or not to stop buying that brand whether or not to take any external action whether or not to initiate legal action whether or not to complain to a government agency
whether or not to take any external action
Before a marketing manager or public policy decision maker can develop a sound strategy to affect consumer decisions, he or she must determine which evaluative criteria are used by the consumer. how the consumer perceives the various alternatives on each criterion. the relative importance of each criterion. which evaluative criteria are used by the consumer and how the consumer perceives the various alternatives on each criterion. which evaluative criteria are used by the consumer, how the consumer perceives the various alternatives on each criterion, and the relative importance of each criterion
which evaluative criteria are used by the consumer, how the consumer perceives the various alternatives on each criterion, and the relative importance of each criterion
Even if a dissatisfied consumer takes no external action, which of the following is likely? will engage in negative work-of-mouth will stop buying that brand will have a less favorable attitude toward the store or brand will stop buying at that store All of these choices are correct.
will have a less favorable attitude toward the store or brand
...
...
When considering consumers' ideal levels of performance on attributes when using a multiattribute attitude model, which attitude index is best? 0 25 50 100 over 100
0
Generally speaking, compared to attitudes formed under the peripheral route, attitudes formed under the central route tend to be stronger. more resistant to counterpersuasion attempts. more accessible from memory. more predictive of behavior. All of these choices are correct.
All of these choices are correct.
Which of the following is a noncompensatory decision rule? conjunctive disjunctive lexicographic elimination-by-aspects All of these choices are correct.
All of these choices are correct.
Which of the following is often used as a surrogate indicator of quality? price advertising intensity warranties country of origin All of these choices are correct.
All of these choices are correct.
Which of the following is not a possible outcome once a consumer is satisfied? committed customer discontinued use repeat purchases increased use All of these choices are possible outcomes.
All of these choices are possible outcomes.
Which of the following is not a way emotional ads may enhance persuasion? by increasing attention of the ad and, therefore, ad recall by increasing liking of the ad by increasing product liking through classical conditioning by increasing product liking through high-involvement processes All of these choices are ways emotional ads may enhance persuasion.
All of these choices are ways emotional ads may enhance persuasion.
Which of the following is an example of a federal law passed to facilitate direct comparisons among alternatives? Telephone Consumer Protection Act Answer Truth In Lending Act Federal Trade Commission Act Wheeler-Lea Amendment Just Noticeable Difference law
Answer Truth In Lending Act
Which of the following statements is false regarding humorous appeals? Ads built around humor appear to increase attention to the ad. The overall effectiveness of humor is generally increased when the humor relates to the product or brand in a meaningful way. Humorous ads are low risk because they tend to translate well across situations and cultures. Companies have been successful using humor that is only loosely tied to the product. Ads built around humor appear to increase liking of the ad.
Humorous ads are low risk because they tend to translate well across situations and cultures.
_______ refers to presenting one of two equivalent value outcomes either in positive or gain terms or in negative or loss terms. Message sidedness Message framing Benefit segmentation Positive/negative message Priming
Message framing
Which of the following is false regarding the central route to persuasion in the elaboration likelihood model? Consumers exhibit high involvement with the product, message, or decision. Consumers exhibit strong attention focused on central, product-related features and factual information. Consumers experience conscious thoughts about product attributes and use outcomes. Persuasion operates through classical conditioning. Persuasion generally alters product beliefs.
Persuasion operates through classical conditioning.
_________ refers to the fact that repeat and particularly committed customers tend to buy the brand consistently rather than waiting for a sale or continually negotiating price . Acquisition cost Referral Price premium Price indifferent Price insensitive
Price premium
Given the following information, which of the following Blu-Ray DVD players would be chosen using the lexicographic decision rule? PERFORMANCE Rank. Cutoff-Point Sanyo Sony Pioneer Price 1 4 4 5 4 Quality2 4 5 1 5 Style 3 3 4 2 5 Sony Sanyo Pioneer Sony and Pioneer would be considered further. None of these choices are correct.
Sony
Which of the following is false regarding the way in which disposition decisions can affect a firm's marketing strategy? For most durable goods, consumers are reluctant to purchase a new item until they have "gotten their money's worth" from the old one. Disposition sometimes must occur before acquisition of a replacement because of space or financial limitations. Frequent decisions by consumer to sell, trade, or give away used products results in a large used-product market that can reduce the market for new products. The United States is a completely throwaway society, and consumers are willing to purchase new products without concern for waste. Environmentally sound disposition decisions benefit society as a whole and thus the firms that are part of that society.
The United States is a completely throwaway society, and consumers are willing to purchase new products without concern for waste.
The owner of a local restaurant wants to enhance consumers' attitudes toward his restaurant by changing the affective component of their attitude. Which of the following is an appropriate approach to achieve this objective? Change consumers' beliefs about attributes of his restaurant. Use positive music in their advertisements so that over time consumers will transfer the positive affect associated with the music to the restaurant. Convince consumers that an attribute for which this restaurant is strong is more important than other attributes consumers consider for this product category. Inform consumers that delivery is now available. Offer coupons to get consumers to visit the restaurant.
Use positive music in their advertisements so that over time consumers will transfer the positive affect associated with the music to the restaurant.
Which of the following is true regarding value-expressive versus utilitarian appeals? Utilitarian appeals attempt to build a personality for the product or create an image of the product user. Utilitarian appeals are most effective for functional products. Products serve either a utilitarian purpose or a value-expressive purpose but not both. For value-expressive products, banner ads on websites serve primarily to transport consumers to the more detailed target ads or sites. All of these choices are correct.
Utilitarian appeals are most effective for functional products.
Pam and her friends ate at a new Italian restaurant, and the food, service, and ambiance exceeded their expectations. They all decided that this was the only Italian restaurant they will ever go to again in their town. This is an illustration of nonsatisfaction. extended decision making. commitment. relationship marketing. customer value.
commitment.
George has used the same company for his car and home insurance for over 20 years. Any claim he has made has been handled fairly and quickly. A major hurricane came through his area causing many individuals, including George, and business owners to lose everything. While he was hearing about so many insurance claim nightmares, he knew his company would come through because he trusts this company. George is an example of a(n) repeat purchaser. satisfied buyer. total buyer. committed customer. affective customer
committed customer
An advertisement for AT&T long distance telephone service split the screen in two and showed a person on each screen talking on the telephone. Below each person, there was a running total of the cost of the call. At the end of the commercial, the total cost on the AT&T side was lower than that for the Sprint side. This is an example of which type of ad? one-sided message two-sided message fear appeal third-party endorsement comparative ad
comparative ad
Rebecca is a single woman in her 40s. She sold her Honda Civic and bought an Acura RLX, which is considerably more expensive. She was going to her brother's house with her mother, and she asked her mother to drive in her car instead of Rebecca's new one. She didn't want her brother to see that she had purchased an expensive car for herself. Rebecca was experiencing postpurchase anxiety. consumption guilt. consumption anxiety. postpurchase dissonance. consumption dissonance.
consumption guilt.
Eric booked a hotel through hotels.com. However, when he arrived at the hotel, they had no record of his reservation, and he was unable to get a room. He decided then that he would never use this service again. Which reason for changing providers does this represent? core service failure service encounter failure pricing attraction by competitors ethical problems
core service failure
Which of the following factors is the most likely reason consumers change providers of a service? core service failure service encounter failure pricing attraction by competitors ethical problems
core service failure
Every time Hannah buys a sandwich at Super Subs, she gets a stamp on a card. Once she has 10 stamps, she'll get a free sandwich. This is an example of a(n) sandwich stamp program. acquisition program. customer loyalty program. tie-in program. overlay program.
customer loyalty program.
Nancy usually considers price and quality when she has to make a major purchase, such as an appliance or an automobile. These two features represent Nancy's alternatives. choices. heuristics. evaluative criteria. motives.
evaluative criteria.
Which of the following is not a factor accounting for inconsistencies between measures of beliefs and feelings and observations of behavior? lack of need lack of ability weakly held beliefs and affect failure to consider negative reactions failure to consider interpersonal influence
failure to consider negative reactions
Which type of message framing stresses either the positive outcomes of performing a behavior or the negative outcomes of not performing a behavior? attribute framing two-sided framing goal framing end-state framing benefit/loss framing
goal framing
With the information provided by perceptual mapping the marketer can determine all of the following except how the position of brands changes in response to marketing efforts. how different brands are positioned according to evaluative criteria. how to position new brands using evaluative criteria.' how consumers will trade one evaluative criteria for another. All of these choices are correct.
how consumers will trade one evaluative criteria for another.
Kimberly loves the ham and turkey from the Heavenly Ham store. There is only one store in her town, though, and it is pretty far away. She goes that direction on Saturdays for her daughter's music lesson, but by the time it's over and she's heading home, the store is already closed. Sometimes she brings a cooler and stops there before her daughter's lesson, but most of the time she forgets to bring the cooler. She usually ends up buying lunch meat at the local grocery deli. Which reason for changing providers does this represent? involuntary switching responses to service failures pricing inconvenience ethical problems
inconvenience
Which of the following is not a source of increased customer profitability over time? increased sales volume lower costs referrals increased churn price premium
increased churn
Which measurement technique used to assess consumers' evaluative criteria assumes consumers will not or cannot state their evaluative criteria? direct indirect primary secondary Ydifferential
indirect
Leon is concerned with the reliability and durability of laptop computers he is considering purchasing. This represents which dimension of product performance? affective direct instrumental symbolic consummatory
instrumental
What are the two dimensions to performance for products? instrumental and symbolic latent and manifest immediate and delayed direct and indirect consummatory and instrumental
instrumental and symbolic
Selecting the optimal alternative, minimizing the decision effort, and maximizing the ease with which a decision can be justified are examples of consumer metagoals. rational goals. evoked goals. affective goals. primary goals.
metagoals.
Duane is attempting to determine consumers' attitudes toward his restaurant by asking them their beliefs about how his restaurant performs on several attributes, such as price, ambience, quality of the food, and friendliness of service. Consumers can rate his restaurant with a score of 1 to 7 for each of these attributes, with 7 being the highest. Duane adds up the scores to see how he performs, using the assumption that a higher total is better. At a basic level, which type of model is Duane using? multiattribute attitude model cognitive assessment model belief assessment model summation model attribute heuristic model
multiattribute attitude model
Which of the following is used to understand a consumer's cognitive component of attitude? attribution theory cognitive dissonance theory multiattribute attitude model attitude consistency theory attitude perception model
multiattribute attitude model
Kellogg recently dropped Olympic swimmer Michael Phelps as a celebrity endorser. Kellogg's decision was based on the age of the celebrity. over exposure of the celebrity. negative behavior involving the celebrity. a contract dispute. conflict of interest with another sponsor.
negative behavior involving the celebrity.
Failure on a given product or service characteristic often has a stronger effect on consumers than success on that same characteristic. This is known as technology bias. service design flaw. customer failure. negativity bias. financial failure
negativity bias.
Toyota offers a hybrid version of its popular Highlander mid-sized SUV. The advertising for this car features the positive benefits of owning a hybrid, but it fails to mention that the Hybrid is considerably more expensive than the conventional version of the model. This is an example of a(n) biased message. one-sided message. two-sided message. positive appeal. comparative ad.
one-sided message.
Connie just purchased her first new car, and she's actually feeling a little bad about it. She's concerned about how much money she spent and how long she will be making car payments. She's not sure she made the right choice, either. She liked another car a little better, but ended up purchasing another model. Connie is experiencing postpurchase worry. postpurchase guilt. postpurchase dissonance. postpurchase shame. postpurchase fear.
postpurchase dissonance.
Doubt or anxiety regarding a purchase a consumer has made is known as postpurchase worry. postpurchase guilt. postpurchase dissonance. postpurchase shame. postpurchase fear.
postpurchase dissonance.
Gwen is an elderly lady and is participating in a market research study. The researcher asked her to describe the criteria someone who needs adult diapers might use to evaluate alternatives. The researcher was not asking Gwen what criteria she would use, but rather, the criteria Gwen thinks someone else would use. Which type of technique is this known as? tangible technique intangible technique projective technique perceptual mapping conjoint analysis
projective technique
Marriott Rewards customers earn points whenever they stay at any Marriott property. Louis is in this program, and he travels quite a bit because he works in sales. He usually stays at a Courtyard by Marriott, and when he walks into the lobby there is a sign by the desk welcoming him by name as well as other Marriott Rewards customers who might be staying there. This ongoing relationship between Louis and Marriott is an example of relationship marketing. internal marketing. personal marketing. formal marketing. acquisition marketing.
relationship marketing.
Simon was dissatisfied with the meal and service he received at a restaurant, so he complained. The manager came out and was arrogant to Simon, and Simon felt like he was trying to blame him for the bad experience he had by saying he was too picky. Simon vowed never to eat at that restaurant again. Which reason for changing providers does this represent? involuntary switching responses to service failures pricing attraction by competitors ethical problems
responses to service failures
When perceptions of product performance match expectations that are at or above the minimum performance level, __________ generally results. satisfaction dissatisfaction nonsatisfaction elation surprise
satisfaction
Which of the following is the most widely used technique for measuring consumers' judgments of brand performance on specific attributes? rank ordering scales semantic differential scales constant sum scales Likert scales nominal scales
semantic differential scales
Service employees that are uncaring, impolite, unresponsive, or unknowledgeable will cause consumers to switch providers for which reason? core service failure service encounter failure pricing attraction by competitors ethical problems
service encounter failure
Tony the Tiger, the Jolly Green Giant, and the Aflac duck are examples of celebrity spokespersons. sponsors. spokescharacters. two-sided messages. inanimate celebrity characters.
spokescharacters.
Which of the following occurs when a company provides financial support for an event such as the Olympics or a concert? third-party endorsement sponsorship celebrity endorsement source credibility two-sided message
sponsorship
Which of the following is not a key element of relationship marketing? developing a core service or product around which to build a customer relationship pricing in a manner to encourage loyalty augmenting the core service or product with extra benefits marketing to employees so that they will perform well for customers standardize the relationship across customers
standardize the relationship across customers
Why must manufacturers design products with both the primary purpose and other potential uses in mind? consumers demand it competition requires it to be able to promote secondary uses stringent product liability laws to save on research and development costs
stringent product liability laws
Marketing strategies to deal with choice overload include increasing the number of product assortments. selecting alternatives that have little meaningful differences. subscription decision services such as e-tailer Stich Fix. increasing the square footage in brick and mortar stores. None of these choices are correct.
subscription decision services such as e-tailer Stich Fix.
An attribute used to stand for or indicate another attribute is known as a eterminant attribute. substitute indicator. surrogate indicator. secondary indicator. proxy.
surrogate indicator.
Sandy uses online banking, and her bank charges her $4.99 per month. However, she has seen ads for a competing bank offering free online banking services. She'd like to switch, but she realized that it might be difficult to do since she has several of her bill payments set up as automatic debits. The cost of changing to another bank represents Sandy's incurred costs. switching costs. effort costs. balancing costs. committed costs.
switching costs.
Monique is buying a new coat for the winter. While she is concerned with how well the coat will keep her warm, she is also concerned with how stylish it will make her look. Her concern for stylishness represents which dimension of product performance? affective direct instrumental symbolic consummatory
symbolic
For years, L'Oreal hair color would say in their ad that L'Oreal is "expensive, but you're worth it." This is an example of which type of advertisement? truthful message one-sided message two-sided message negative/positive message balanced message
two-sided message
Evaluative criteria can differ on which of the following? type number importance type and number type, number, and importance
type, number, and importance
Speed of service and convenient location are criteria Jake considers when deciding at which restaurant to eat lunch during a work day. However, when he and his wife go out for a romantic dinner, the ambiance and quality of the food are more important. Which factor is influencing the importance he places of various criteria? usage situation competitive context advertising effects experience social influences
usage situation
The external ice cube chute on Cade's refrigerator door was not working properly. She could hear the ice falling into the chute, but nothing would come out. She looked inside and realized there was a solid block of ice clogging the chute, and she couldn't get it loose. Cade decided to use a hair dryer to melt the ice, and it worked. Cade's using a hair dryer in a new way represents counterfactual thinking. prefactual thinking . use innovativeness. usage expansion. extended use thinking.
use innovativeness.
Using WD-40 as an additive to fish bait is an example of counterfeit thinking. prefactual thinking. use innovativeness. usage expansion. extended use thinking.
use innovativeness.
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? value-expressive appeal comparative ad two-sided message utilitarian appeal supportive 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? one-sided message two-sided message testimony value-expressive appeal utilitarian appeal
value-expressive appeal
Factors such as information quality, navigation, price, merchandise availability, purchase process, and order tracking are part of which dimension in online satisfaction and dissatisfaction? security and privacy fulfillment and reliability customer service website design and interaction All of these choices are correct.
website design and interaction
