MKG 310 - Test 3
The source of a communication represents _____.
"who" delivers the message
When considering consumers' ideal levels of performance on attributes when using a multiattribute attitude model, which attitude index is best?
0
The capacity of STM is thought to be in the range of _____ bits of information.
5 to 9
While any given advertisement for a product may focus on only one or a few purchasing motives, the _____.
A and B
Which of the following statements adequately reflects the concept of attitude component consistency?
A change in one attitude component tends to produce related changes in the other components.
Beyond projective techniques, a popular tool for identifying motives is _____.
A, B, C
Which of the following statements is true regarding active and inactive consumer problems?
Active problems require the marketer only to convince consumers that its brand is the superior solution.
____ motives deal with the need to reach satisfying feeling states and to obtain personal goals.
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
Which of the following is a hedonic shopping motive related to McGuire's typology?
All of the Above
Maslow's hierarchy of needs is based on which premise
All of the above
Consumers who actively complain when a product is not satisfactory are probably fulfilling _____ need.
An Assertion
In which type of motivational conflict must a consumer choose between two attractive alternatives?
Approach-Approach
Nikki likes to attend the movies, but she is concerned with how expensive ticket prices are getting and the cost of concessions. She wants to have fun, but she also knows that she needs to save money for college. Which type of motivational conflict is Nikki experiencing?
Approach-Avoidance
The tendency of many consumers to discount claims made by sales people can be explained in part by _____.
Attribution Theory
Which of the following statement is true regarding comparative advertising?
Audience characteristics, especially brand loyalty associated with the sponsoring brand, are important.
Elizabeth is 15 years old and is asking her parents for more freedom. She wants to make more of the decisions that affect her, such as the clothes she wears, how late she can stay out, and what school she attends. This is an example of Elizabeth's need for _____.
Autonomy
Which need in Maslow's hierarchy reflects a desire for love, friendship, affiliation, and group acceptance?
Belongingness
_____ refers to the schematic memory of a brand.
Brand image
Which of the following is NOT a reason why celebrity sources are effective?
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.
_____ attempts to create an association between a stimulus (e.g., brand name) and some response (e.g., behavior or feeling).
Classical conditioning
Maslow's hierarchy of needs includes all EXCEPT which of the following?
Cognition
In McGuire's classification of motives, which ones focus on the person's need for being adaptively oriented toward the environment and achieving a sense of meaning?
Cognitive
Which of the following statements is FALSE regarding schemas?
Concepts, events, and feelings are stored in nodes within memory.
Consumers who purchase only popular brands because of insecurity, are most likely influenced by the _____ motive.
Consistency
What has research revealed regarding consumers' variety-seeking behavior?
Consumers are more likely to become bored on sensory attributes such as taste.
The willingness to buy a particular product or service is known as _____.
Demand
Which of the following is NOT used to classify McGuire's psychological motives?
Does this behavior help the individual achieve a new internal or a new external relationship to the environment?
_____ are(is) the use of previously stored experiences, values, attitudes, beliefs, and feelings to interpret and evaluate information in working memory as well as to add relevant previously stored information.
Elaborative activities
Strong, relatively uncontrollable feelings that affect our behavior are known as ______.
Emotions
Which of the following is a characteristic associated with emotions?
Emotions are often triggered by environmental events.
One factor motivating U.K. travelers is status. Which of Maslow's needs is this most related to?
Esteem
Which of Maslow's needs reflects individuals' desires for status, superiority, self-respect, and prestige?
Esteem
A consumer who purchases a certain style of clothes to establish and reinforce a unique identity is most likely fulfilling a need for _____.
Expression
A substantial amount of brand switching when the current brand is satisfactory may be explained by the _____ motive.
Expression motive
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 _____.
For modeling
When asked why she likes to shop, Melanie replied that it relaxes her, and she looks at is as a personal reward. This is an example of which hedonic shopping motive?
Gratification Shopping
Which motives emphasize development?
Growth
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.
An advertisement theme of "do your own thing" is most likely to be based on a need for _____.
Independence
Since latent motives often are less than completely socially desirable, _____ are frequently used.
Indirect Appeals
Which of the following is a motivational state caused by consumer perceptions that a product, brand, or advertisement is relevant or interesting?
Involvement
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
Motives that are either unknown to the consumer or are such that he or she is reluctant to admit them are referred to as _____ motives.
Latent
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
_____ is the total accumulation of prior learning experiences.
Memory
_____ refers to presenting one of two equivalent value outcomes either in positive or gain terms or in negative or loss terms.
Message framing
A consumer who buys a product because a close friend bought one may be fulfilling a _____ motivation.
Modeling
The person present during a focus group discussion that keeps the discussion moving and focused on the topic is called a(n) _____.
Moderator
The energizing force that activates behavior and provides purpose and direction to that behavior is known as _________.
Motivation
Kelly is hungry, and this inner force is making him search for the type of food he wants to eat. He decides that an Arby's roast beef sandwich will satisfy his hunger. This inner force that is compelling him to search for food is known as a(n) _____.
Motive
Which construct represents an unobservable inner force that stimulates and compels a behavioral response and provides specific direction to that response?
Motive
Which term is often used interchangeably with the term "motivation"?
Need
Which set of motives deals with our need to determine who or what causes the things that happen to us?
Need for attribution
Which need is activated when one's identity is threatened, motivating the person to protect his or her self-concept and utilize defensive behaviors and attitudes?
Need for ego defense
Which of the following is a type of cognitive preservation motive?
Need for ego defense
Shelby wears Tommy Hilfiger clothing and drives an expensive automobile. He likes these types of brands because he feels they communicate his image to others. These brands are satisfying Shelby's _____.
Need for expression
Which need results in the consumer playing various roles and gaining pleasure from adding new, satisfying roles and by increasing the significance of roles already adopted?
Need for identification
Which motives reflect needs for observable cues or symbols that enable people to infer what they feel and know?
Need for objectification
Stephanie is a working mother of two children. She has a stressful job, so she makes a point of walking two miles on her treadmill each day to help her unwind. By doing this, Stephanie is satisfying her _____.
Need for tension reduction
Adam was working on a term paper and was exposed to so much information that he devised a classification system to organize the different sources of information he was using. This reflects which cognitive preservation motive?
Need to categorize
The tendency of many consumers to discount claims made by sales people and ads is related to the need _____.
None of the Above
Which of the following statements is FALSE regarding problem recognition?
Only when the desired state is greater than the actual state will a problem exist.
_____ attempts to create an association between a response (e.g., buying a brand) and some outcome (e.g., satisfaction) that serves to reinforce the response.
Operant conditioning
A consumer's need for reinforcement is _____.
Passive and External
Which of the following reflects the relatively stable behavioral tendencies that individuals display across a variety of situations?
Personality
_____ is an individual's characteristic response tendencies across similar situations.
Personality
Which of the following is FALSE regarding the central route to persuasion in the elaboration likelihood model?
Persuasion operates through classical conditioning.
In Maslow's hierarchy of needs, food, water, sleep, and to an extent, sex, are considered _____ motives.
Physiological
Many victims of hurricane Katrina were left without their homes, food, and water--basic necessities for living. Based on Maslow's hierarchy of needs, which motives were activated for these individuals?
Physiological
One factor motivating U.K. travelers is learning. Which of Maslow's needs is this most related to?
Physiological
____ motives emphasize the individual as striving to maintain equilibrium.
Preservation-Oriented
_____ is the result of a discrepancy between a desired state and an actual state that is sufficient to arouse and activate the decision process?
Problem recognition
Raymond is conducting motivation research. He is using _____, which are designed to provide information on latent motives.
Projective Techniques
Which of the following is (are) designed to provide information on latent motives?
Projective Techniques
Two prominent sets of motives under regulatory focus theory are termed _____.
Promotion and Prevention
In regulatory focus theory, _____ motives revolve around a desire for growth and development and are related to consumers' hopes and aspirations.
Promotion-Focused
Which of the following statements is FALSE regarding short-term memory (STM)?
STM is a static structure.
Smoke detectors, preventive medicines, insurance, retirement investments, seat belts, burglar alarms, and sunscreen are all examples of products to satisfy consumers' _____ needs.
Safety
Segmenting consumers on the basis of their most important attribute or attributes is called _____.
Segmenting consumers on the basis of their most important attribute or attributes is called _____.
For years, the U.S. Army ran an advertising campaign with the tagline, "Be all you can be." To which of Maslow's needs is this appealing?
Self-Actualization
Which of Maslow's needs involves the desire for self-fulfillment, to become all that one is capable of becoming?
Self-Actualization
_____ consists of trustworthiness and expertise.
Source credibility
_____ refers to the process of learning to respond differently to similar but distinct stimuli.
Stimulus discrimination
_____ occurs when a response to one stimulus is elicited by a similar but distinct stimulus.
Stimulus generalization
Effective quality control and distribution and package inserts that assure the consumer of the wisdom of their purchase are attempts at _____.
Suppressing problem recognition
Karen went to a movie and was disappointed because the main character died. She prefers happy endings to movies, and this one really put her in a bad mood for the rest of the day. This movie was in contrast with which need of Karen's?
Teleological Need
Which of the following statements is FALSE regarding consumer decisions and the consumer decision process?
The decision process model provides useful insight into all types of consumer purchases.
Which of the following is NOT an appropriate condition to attempt to influence generic problem recognition?
The firm has a small percentage of the market.
Which of the following is true regarding consumers who are highly involved in a specific product category?
They are more likely to seek out information from numerous sources prior to a decision.
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?
Use positive music in their advertisements so that over time consumers will transfer the positive affect associated with the music to the restaurant.
Theories based on which need view the consumer as a problem solver who approaches situations as opportunities to acquire useful information or new skills?
Utilitarian Need
Which of the following is true regarding value-expressive versus utilitarian appeals?
Utilitarian appeals are most effective for functional products.
Which of the following is FALSE regarding how emotional responses to advertising influence consumer behavior?
While emotional content in advertisements may increase attention, emotional messages have not been found to be processed more thoroughly than neutral messages.
Which of the following do marketers need to be concerned about with respect to using celebrities as company spokespersons?
a and b
Emma noticed that she was almost out of gas, so she pulled into the nearest gas station and filled up her tank. Emma's decision on which gas to purchase is characterized by _____.
a low level of purchase involvement
A consumer's propensity to pursue differentness relative to others through the acquisition, utilization, and disposition of consumer goods is exhibiting _____.
a need for uniqueness
How can accessibility of information stored in long-term memory be enhanced?
a, b, and c
Which of the following is a type of consumer decision making discussed in your text?
a, b, and c
Which of the following is an approach used by marketers to increase consumers' affect toward their brand?
a, b, and c
The likelihood and ease with which information can be recalled from long-term memory is termed _____.
accessibility
Many elderly consumers have problems with arthritis. This painful condition makes it almost impossible for them to open jars or medicine containers because the joints in their fingers are so stiff. Which type of consumer problem is this?
active
Which type of consumer problem is one the consumer is aware of or will become aware of in the normal course of events?
active
What are the types of consumer problems?
active and inactive
Kim was participating in a focus group in which the discussion centered around the participants' problems encountered while taking care of their hair. Which approach to problem identification is this?
activity analysis
Which approach to problem identification focuses on a particular activity such as lawn maintenance?
activity analysis
A(n) _____ is the way an individual perceives his or her feelings and situation to be at the present time.
actual state
Bessie is at the grocery store and is trying to remember some of the things she needs to buy. She is in the cleaning products aisle looking at the floor cleaning products. She's pretty sure she has another bottle left at home, so she doesn't purchase another. Bessie's perception of her current situation regarding this product reflects her ____.
actual state
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
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
Feelings or emotional reactions to an object reflect the _____ component of an attitude.
affective
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
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
Accessibility is related to which of the following?
all of the above
Generally speaking, compared to attitudes formed under the peripheral route, attitudes formed under the central route tend to be _____.
all of the above
Spokescharacters can be _____.
all of the above
Which condition is appropriate to attempt to influence generic problem recognition?
all of the above
Which nonmarketing factor affects a consumer's desired state?
all of the above
Which of the following can be a component of a multiattribute model?
all of the above
Which of the following enhances the strength of learning?
all of the above
Which of the following is a common technique for inducing trial behavior?
all of the above
Which of the following is a concern marketing managers have related to problem recognition?
all of the above
Which of the following is a nonmarketing factor affecting problem recognition?
all of the above
Which of the following is a strategy for altering the cognitive component of a consumer's attitude?
all of the above
Which of the following is an approach to problem identification?
all of the above
Which of the following is considered a dimension of brand personality?
all of the above
Which of the following provides learning experiences that affect the type of lifestyle people seek and the products they consume?
all of the above
Which of the following is NOT a way emotional ads may enhance persuasion?
all of the above are ways emotional ads may enhance persuasion
Madeline has a(n) _____ toward Regular Coke, whereby she simultaneously really likes the taste but also is really negative about the brand because it has high calories.
ambivalent attitude
Which type of reasoning allows consumers to use an existing knowledge base to understand a new situation or object?
analogical reasoning
The most complex form of cognitive learning is _____.
analytical reasoning
How did Okamoto, head of Japan's Oita Prefecture Fisherman's Cooperative, hope to reposition mackerel (saba)?
as premium seki saba, demanding up to $58 per fish
A learned predisposition to respond in a consistently favorable or unfavorable manner with respect to a given object is known as a(n) _____.
attitude
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
The simplest form of message framing where only a single attribute is the focus of the frame is known as _____.
attribute framing
Why are the SAM and adSAM measures effective across cultures?
because the pictorial representations don't require translation or alteration
Which component of attitude represents one's tendency to respond in a certain manner toward an object or activity?
behavioral
Quaker Oats contains zero milligrams of sodium. This is an example of what type of belief?
benefit belief
Marketers must promote _____ rather than _____, especially for less knowledgeable consumers and for complex products.
benefits, features
The value consumers assign to a brand above and beyond the functional characteristics of the product is known as _____.
brand equity
Many consumers associate Mercedes automobiles with status, luxury, quality engineering, and high price. This is an example of Mercedes' _____.
brand image
When Honda introduced its Odyssey mini-van, its advertising merely claimed, "It's the Honda of mini-vans." This is an example of _____.
brand leverage
Brad was out of soft drinks in his dorm room, so he went to the store and purchased Coke. This is the brand he always buys, and he would not even consider purchasing another brand. Which type of nominal decision does this illustrate?
brand loyal decision
Which type of nominal decision is characterized by a fairly high degree of product involvement but a low degree of purchase involvement?
brand loyal decision
Nominal decisions can be broken into which two distinct categories?
brand loyal decisions and repeat purchase decisions
A set of human characteristics that become associated with a brand is referred to as _____.
brand personality
Quaker introduced its "Quaker Oats to go" bar and marketed it as a healthy and convenient breakfast choice. Quaker's marketing message is designed to help the consumer to _____.
c and d
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?
central route
Carissa is highly involved in 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?
central route
The elaboration likelihood model posits two routes to persuasion, which are the _____.
central route and peripheral 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
Organizing individual items into groups of related items that can be processed as a single unit is called _____.
chunking
Robert was studying for an exam and organized lists of things into words that he could remember. For example, he needed to know five creative advertising strategies, and used the first letter of each strategy to form the acronym, AIIEE. He knew what word each letter stood for and then only had to remember this acronym for the exam. What is Robert doing?
chunking
Using the toll-free number 1-800-FLOWERS to help consumers remember the phone number is an example of _____.
chunking
What are the two basic forms of conditioned learning?
classical and operant
Coca-Cola does not advertise during the evening news because the marketer does not want the often negative information reported on the news to create a negative feeling toward the brand. Which type of learning creates an association between the brand and some response?
classical conditioning
Low-involvement learning often involves _____.
classical conditioning
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
SAM (Self-Assessment Manikin) is used to assess which component of attitude?
cognitive
When the SPCA presents facts to counter untrue myths, they are dealing most closely with the _____ component of attitudes.
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
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?
comparative ad
Which type of ad directly compares the features or benefits of two or more brands?
comparative ad
Which of the following is NOT a type of consumer decision making discussed in your text?
complex decision making
Which of the following are abstractions of reality that capture the meaning of an item in terms of other concepts?
concepts
Which of the following involves presenting two stimuli in close proximity so that eventually the two are perceived to be related or associated?
conditioning
Attitude components tend to be _____.
consistent
Gwen lives in Dijon, France. To her, French wine is the only wine worth drinking, and she would never consider drinking wine from California. Gwen is exhibiting _____.
consumer ethnocentrism
Which trait reflects an individual difference in consumers' propensity to be biased against the purchase of foreign products?
consumer ethnocentrism
Which of the following is an individual factor that can influence attitude change?
consumer knowledge
Regulatory focus theory suggests that ____.
consumers will react differently depending on which broad set of motives is most inconspicuous
_____ is used by loyal consumers, whereby they "seal off" the negative information as a way to quarantine.
containment
A(n) _____ is the way an individual wants to feel or be at the present time.
desired state
Candice is on a diet and wants to lose 10 pounds. She wants to be thin right now, which represents her _____.
desired state
How are actual behaviors and response tendencies most often measured?
direct questioning
A loyal consumer will often use _____ to protect their brand by reducing the importance they put on a given attribute.
discounting
_____ is the first strategy a loyal consumer uses when their favorite brand is attacked with negative information.
discrediting
Which emotion would be classified under the "arousal" dimension of emotion?
distraction
Which of the following is a theory about how attitudes are formed and changed under varying conditions of involvement?
elaboration likelihood model
A television commercial for Senseo brand of coffee maker that can make coffee similar to what consumers purchase at coffee shops (e.g., Starbucks) encourages viewers to remember the experience of drinking their favorite coffee drinks at these types of shops. This coffee maker allows consumers to experience that sensation at home. What is this marketer trying to encourage?
elaborative activities
Which term is used to refer to the liking/disliking aspect of a specific feeling?
emotion
One retailer asked a group of consumers the types of emotions they experience in both positive and negative retail situations. The purpose of this research was to uncover consumer reactions to various situations so that clerks could be trained to respond appropriately. Which approach to problem recognition is this?
emotion research
Which approach to problem recognition examines emotions associated with certain problems?
emotion research
Which type of ad is designed primarily to elicit a positive affective response rather than to provide information or arguments?
emotional ad
Shirley and Bud have been married for almost 50 years, but Shirley can remember their wedding day so clearly. She remembers how happy she felt that day and how wonderful it was to celebrate their marriage with all of their family and friends. She even remembers walking down the aisle, seeing her future husband waiting for her, and her father kissing her as he placed her hand in Bud's. Which type of memory does this represent?
episodic memory
The memory of a sequence of events in which a person participated is called _____.
episodic memory
Brands in the schematic memory that come to mind (are recalled) for a specific problem or situation are known as the _____.
evoked set
Leslie was participating in a market research study, and she was asked to list all of the brands of computer printers that come to her mind. She listed HP, Epson, and Lexmark. These brands represent Leslie's _____.
evoked set
Consumers have described Apple's iPod products, such as the MP3 music player and the new video player, as imaginative and up-to-date. The brand is also considered to be daring, changing the traditional media models. Based on this description, which dimension of brand personality best describes the iPod?
excitement
A market researcher asked Carl about his recollection of a specific exposure event, such as seeing an advertisement, or experience, such as driving or riding in an Acura automobile, which was the brand the researcher was interested in. While Carl could not recall a specific ad and has never traveled in an Acura, he seemed to "know" quite a bit about this brand. Carl described the brand as "reliable," "high-performance," "luxury," and "expensive." Which type of memory does this represent?
explicit memory
Which type of memory is characterized by the conscious recollection of an exposure event?
explicit memory
After a very negative service encounter, Sam vents his emotions and seeks emotional and problem-focused assistance from others. This is called
expressive support seeking.
The Smith's oldest daughter, Olivia, is a senior in high school. She has all "A's" and scored a 34 on the ACT. She is president of the debate team and the national honor society as well as a member of the cheerleading squad. Olivia wants to attend medical school, so both she and her parents are very concerned about which undergraduate school she attends. They have spent countless hours on the Internet examining universities, and they have already visited five campuses. For Olivia and her parents, which type of decision making does this represent?
extended decision making
Very high levels of purchase involvement tend to produce _____.
extended decision making
Which type of consumer decision making involves the evaluation of many attributes and alternatives and employs complex decision rules?
extended decision making
Which type of decision making involves an extensive internal and external information search followed by a complex evaluation of multiple alternatives and significant postpurchase evaluation?
extended decision making
When consumers see the new product (i.e., brand extension) as requiring the same manufacturing skills as the original, successful brand leverage is more likely. Which dimension is this referring to?
extension
In conditioned learning, forgetting is often referred to as _____.
extinction
Dolly prefers to be in a large group rather than alone. She is talkative when with others and is very bold. Which personality trait best describes Dolly?
extroversion
Which of the following is NOT a factor accounting for inconsistencies between measures of beliefs and feelings and observations of behavior?
failure to consider negative reactions
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?
fear appeal
Which type of appeal uses the threat of negative (unpleasant) consequence if attitudes or behaviors are not altered?
fear appeals
Which of the following is NOT considered an emotional dimension?
feeling
Mickey and his three roommates were asked to participate in a research study. They arrived and were seated in a room with about 8 other guys their age. Then the researcher started asking them questions about their sporting activities, but he let them talk pretty freely. Mickey and the others participated in which type of research technique?
focus group
Which type of research technique gathers 8 to 12 similar individuals (e.g., working mothers) brought together to discuss a particular topic?
focus group
Campbell's soup used several advertising campaigns that stressed the benefits of soup in general. For example, one tagline used was "Soup is good food," and another was "Never underestimate the power of soup." Which type of problem recognition was Campbell's attempting to stimulate?
generic problem recognition
Which problem recognition involves a discrepancy that a variety of brands within a product category can reduce?
generic problem recognition
Two basic approaches to causing problem recognition are _____.
generic problem recognition and selective problem recognition
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
Nominal decision making is sometimes referred to as _____.
habitual decision making
For which type of products can affect, emotions, and Aad play a role in more conscious, high-involvement settings?
hedonic products
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 learning situation is one in which the consumer is motivated to process or learn the material?
high-involvement learning
Appeal characteristics represent _____ a message is communicated.
how
Relative importance of a problem is determined by which of the following?
how critical the problem is to the maintenance of the consumer's desired lifestyle
The manager of a bank branch is concerned about the number of mistakes the tellers were making, so he started manipulating different aspects of the environment in the bank to see what effect each has on the tellers' performance. He examined factors such as the lighting, temperature, and the volume of the music playing in the bank. Which approach to problem recognition is this manager using?
human factors research
Which approach to problem recognition attempts to determine human capabilities in areas such as vision, strength, response time, flexibility, and fatigue and the effect on these capabilities of lighting, temperature, and sound?
human factors research
Learning a concept or the association between two or more concepts in the absence of conditioning is known as _____.
iconic rote learning
Thomas is studying for a vocabulary exam by merely repeating the words and their definitions over and over. Which type of cognitive learning is this?
iconic rote learning
Which type of processing involves the recall and mental manipulation of sensory images, including sight, smell, taste, and tactile (touch) sensations?
imagery processing
Which type of memory involves the nonconscious 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 Web sites, 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
The Martin's home has potentially unsafe levels of radon, but they have no idea because it is odorless and they have not been feeling any ill effects from it. In fact, several homes have this problem and the owners are not aware of it, and they may never become aware of it unless testing is done. What type of consumer problem is this?
inactive
Which type of consumer problem is one on which the consumer is not aware?
inactive
A series of activities by which stimuli are perceived, transformed into information, and stored is called _____.
information processing
Which core trait in the Five-Factor Model of personality is manifested by an individual being moody, temperamental, and touchy?
instability
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
Rudy is a product category manager for a major consumer packaged goods manufacturer. Part of his job requires that he analyze a given product category and logically determine where improvements could be made. Rudy has determined several consumer problems this way. Which of the following best describes how Rudy uncovers consumer problems?
intuition
What is the most common approach to discovering consumer problems?
intuition
Barbara is an individual that usually feels restful, serene, comfortable, and soothed. Which emotion is Barbara experiencing?
joy
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
Any change in the content or organization of long-term memory or behavior is known as _____.
learning
Which of the following is NOT an advertising tactic used to communicate brand personality?
length of the ad
Which of the following is the primary determinant of how material is learned?
level of involvement
Marla is bored with her cell phone. She wants to purchase a new one that has cool ring tones and can take a picture. She's not going to conduct a big search for a new phone as she's just going to consider a few others. Which type of decision making is this?
limited decision making
Which type of consumer decision making includes the evaluation of only a few attributes, simple decision rules, and few alternatives?
limited decision making
Which type of consumer decision making only includes the stages of problem recognition, limited internal information search, purchase, and limited postpurchase behavior?
limited decision making
Which type of decision making covers the middle ground between nominal and extended decision making?
limited decision making
Which type of decision making involves internal and external search, few alternatives, simple decision rules on a few attributes, and little postpurchase evaluation?
limited decision making
Which portion of total memory is devoted to permanent information storage?
long-term memory
Which type of memory is viewed as an unlimited, permanent storage that can store numerous types of information such as concepts, decision rules, processes, affective (emotional) states, and so forth?
long-term memory
Blake doesn't much care about cars but is engaging in a substantial amount of information search about cars since he is about to buy a new car. In terms of involvement, Blake is _____.
low in product involvement; high in purchase involvement
In which type of learning situation does the consumer have little or no motivation to process or learn the material?
low-involvement learning
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
Nick looked up a phone number in the telephone directory, and instead of writing it down, he kept repeating it to himself over and over until he could punch the numbers and make the call. Which of the following describes what Nick was doing?
maintenance rehearsal
Which of the following refers to the continual repetition of a piece of information in order to hold it in current memory for use in problem solving or transferal to long-term memory?
maintenance rehearsal
Advertisements for BC Headache Powders usually show blue-collar workers using this product to obtain fast pain relief caused by their job (e.g., heavy lifting). Which advertising tactic is BC using to communicate its brand personality?
media outlet
Simply presenting a brand to an individual on a large number of occasions might make the individual's attitude toward the brand more positive is known as _____.
mere exposure
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
Which of the following is used to understand a consumer's cognitive component of attitude?
multiattribute attitude model
Which type of consumer decision making does NOT include alternative evaluation?
nominal decision making
Which type of consumer decision making includes only a limited internal information search and no external search for information?
nominal decision making
Which type of decision making process in effect involves no decision per se?
nominal decision making
An approach to measuring the importance of attitude components that requires consumers to allocate 100 points among the components such that the distribution of the points reflects the relative importance of the component is _____.
none of the above
High-involvement learning often involves _____.
none of the above
All EXCEPT which of the following nonmarketing factors affect consumers' desired state?
normal depletion
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) _____.
one-sided message
Advertisements or sales messages in which only one point of view is expressed are referred to as _____.
one-sided messages
Online marketers attempt simulate "touch" by creating a(n) _____.
online simulated experience
Erin is very imaginative and appreciative of all types of art. She is very creatively talented, and others come to her for novel solutions to problems because she tends to "think outside the box." Which core trait best describes Erin?
openness to experience
Which of the following is NOT a type of cognitive learning?
operant
Changing behavior prior to changing affect or cognition is based primarily on _____.
operant conditioning
High-involvement learning often involves _____.
operant conditioning
The more often a response is reinforced, the more likely it will be repeated in the future as consumers learn that the response is associated with a positive outcome is the basic premise of which type of learning?
operant conditioning
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
Which of the following offers marketing managers a useful technique for measuring and developing a product's position by taking consumers' perceptions of how similar various brands or products are to each other and relates these perceptions to product attributes?
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?
peripheral route
A food manufacturer asked a group of working mothers to think about the problem of serving nutritious meals to their families given their time constraints and to indicate what activities, products, or brands are associated with or perhaps could eliminate those problems. This manufacturer is using which approach to problem recognition?
problem analysis
Which approach to problem recognition starts with a problem and asks respondents to indicate which activities, products, or brands are associated with (or perhaps could eliminate) those problems?
problem analysis
Tess noticed that she was almost out of shampoo. Which stage of the decision process will this observation activate?
problem recognition
What is the first stage of the consumer decision process?
problem recognition
A manufacturer of a digital music player asked several consumers the problems associated with using these types of products. Several consumers said that they had trouble downloading music onto their computers and then onto their music players. Which approach to problem recognition is this marketer using?
product analysis
Which approach to problem recognition examines the purchase or use of a particular product or brand?
product analysis
Which group of consumers are better able to chunk product information?
product experts
The decision by a marketer to try to achieve a defined brand image relative to competition within a market segment is called _____.
product positioning
Vanity Fair, the makers of Lee jeans, learned from market research that young men perceived the brand as for women. As a result, they developed an advertising campaign targeted to young men and used Buddy Lee, which is a little doll in dungarees that is portrayed as "cool," to alter this market's perception of this brand. Vanity Fair's deliberate decision to significantly alter the way the market views its brand is an example of _____.
product repositioning
Which of the following is a nonmarketing factor affecting consumers' actual state?
product/brand performance
Which of the following is a strategy to reduce competitive interference?
provide external retrieval cues
The level of concern for, or interest in, the purchase process triggered by the need to consider a particular purchase is known as _____.
purchase involvement
All EXCEPT which of the following nonmarketing factors affect a consumer's actual state?
reference group
Anything that increases the likelihood that a given response will be repeated in the future is considered _____.
reinforcement
Which of the following is NOT a core trait in the Five-Factor Model of personality?
reliability
Rita is doing her family's grocery shopping and purchases ice cream. She's purchased Blue Bell ice cream before and purchases it again. She's not committed to this brand; it's just that she and her family like it. Which type of nominal decision is this?
repeat purchase decision
Which type of nominal decision is characterized by a consumer believing that all brands within a given product category are about the same and not attaching much importance to the product category or purchase?
repeat purchase decision
Which type of memory structure is a complex web of associations?
schema
What are two important long-term memory structures?
schema and scripts
Which of the following is NOT a specific learning theory?
schematic
Maria was raised as a Catholic, but she has not been attending church regularly since she moved out of her parents' home into her own apartment. However, when she does attend mass, she remembers the sequence of events and what she must do (e.g., sit, kneel, stand, which prayer to say, etc.). Her memory of how an action sequence should occur is known as a(n) _____.
script
Memory of how an action should occur is a special type of schema known as a(n) _____.
script
An advertisement for Topol toothpaste, which is targeted at smokers and coffee and wine drinkers, stresses how this is the only brand that can remove the stains associated with these consumption behaviors. Which type of problem recognition is this marketer attempting to stimulate?
selective problem recognition
Which problem recognition involves a discrepancy that only one brand can solve?
selective problem recognition
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
The basic knowledge and feelings an individual has about a concept is known as _____.
semantic memory
When asked what the concept "New Year's" meant to Holly, she mentioned the following: party, holiday, new beginning, football, fun, resolution, and winter. Holly's basic knowledge and feelings she has about this concept comprises her _____.
semantic memory
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
The process of encouraging partial responses leading to the final desired response is known as _____.
shaping
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?
shift importance
Which of the following are the two interrelated components of memory?
short-term and long-term memory
Which component of memory is also referred to as working memory and is that portion of total memory that is currently activated or in use?
short-term memory
Whole Foods Supermarkets have been described as down-to-earth, honest, wholesome, and cheerful. Which dimension of brand personality does this represent?
sincerity
Dr. Rosenfeld is the doctor on Sunday House Call, a Sunday morning health program on the Fox News channel. Dr. Rosenfeld is highly esteemed in his field and provides up-to-date medical information for viewers. Sometimes he recommends specific products, and Valerie, a regular viewer of the program, trusts what he says or recommends because he doesn't seem to have an apparent motive to mislead viewers. Which characteristic does Dr. Rosenfeld possess?
source credibility
Tony the Tiger, the Jolly Green Giant, and the Aflac duck are examples of _____.
spokescharacters
Which of the following occurs when a company provides financial support for an event such as the Olympics or a concert?
sponsorship
Many store brands use packaging and labeling that is similar to the more expensive national brand. The hope is that the look-alike package will elicit a similar response in consumers that encourages them to purchase the cheaper store brand. This is an example of _____.
stimulus generalization
A firm that introduces a new line of non-fat snack food due to increasing consumer concern with health is _____.
suppressing problem recognition
Which research technique asks relatively large numbers of individuals about the problems they are facing?
survey
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
In which type of ad does a person, generally a typical member of the target market, recount his or her successful use of the product, service, or idea?
testimonial ad
A completely nominal decision does not even include consideration of _____.
the "do not purchase" alternative
Which of the following drives problem recognition?
the consumer's perception of the actual state
The level of one's desire to resolve a particular problem depends on which factors?
the magnitude of the discrepancy between the desired and actual states and the relative importance of the problem
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
How does mere exposure enhance attitudes?
through enhanced familiarity
The accessibility effect for brands is called _____.
top-of-mind awareness
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?
two-sided message
Which type of advertisement or sales presentation presents both good and bad points?
two-sided message
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
Which type of appeal involves informing the consumer of one or more functional benefits that are important to the target market?
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
Which type of appeal attempts to build a personality for the product or create an image of the product user?
value-expressive appeal
James likes to eat a strawberry Pop-Tart for breakfast before school. After about two weeks of this, he starts to get bored with that and switches to waffles. James is displaying which type of behavior?
variety-seeking
When consumers do not directly experience a reward or punishment to learn but instead observe the outcomes of others' behaviors and adjust their own accordingly, which type of learning has occurred?
vicarious learning