MRKT 492 ch 2-6 quizes

Jared is the marketing manager at Blyrie Corp., a soda manufacturing company. In order to attract customers, he is planning to increase the quantity of soda in a 60-ounce bottle without increasing the price. Market research and testing show that two ounces of soda would have to be added to a 10-ounce bottle before consumers notice the increased quantity in the new bottles. In the context of Weber's Law, Blyrie Corp. would need to add _____ to the 60-ounce bottle before its customers notice the increased quantity.

12 ounces

Which of the following advertisements will persuade a promotion-focused customer?

An advertisement showing how great it feels to wear a certain pair of shoes

Identify a true statement about the attitude-behavior relationship of consumers.

Attitudes are more strongly related to behavior when they are accessible or "top of mind."

Halfpenny, an online shopping site, is famous for selling products at cheap prices. The logo of Halfpenny is printed in incomplete typeface with the tagline, "You complete the rest." This prompts its customers to visualize the rest of the logo. In this case, which of the following consumer perceptions is reflected in Halfpenny's logo?

Closure

In the context of consumer behavior, which of the following statements is true of attention?

Consumers need to select what to pay attention to and simultaneously what not to pay attention to.

In the context of routes to persuasion, which of the following statements is true of low-effort situations?

Consumers usually do not form confident attitudes towards the ad.

Which of the following statements is true of the cognitive responses of consumers?

Counterarguments can be decreased through the disrupt-then-reframe technique.

_____, an element that contributes to failure of information retrieval from memory, occurs when memory strength deteriorates over time.

Decay

Motivation is determined by time, distractions, and the complexity, amount, repetition, and control of information to which consumers are exposed.

FALSE: Opportunity is determined by time, distractions, and the complexity, amount, repetition, and control of information to which consumers are exposed. Motivation is what moves people

Less knowledgeable consumers are better able to think deeply about information than are equally motivated experts.

False

Which of the following statements is true of attitude change?

If a low-credibility source argues against his or her own self-interest, positive attitude change can result.

In the context of unconscious formation of attitudes in low-effort situations, which of the following statements is true of low-effort cognition?

It involves simple beliefs.

Rony dropped out of high school due to severe health issues. However, he wishes to finish his education and wants to join school. Since all the high schools in Rony's town have closed admissions for the year, he has to wait for the next year to enroll himself. Which of the following factors affects Rony's behavior in this scenario?

Lack of opportunity

Which of the following statements is true of preattentive processing?

Preattentive processing makes a brand name familiar to consumers.

_____ is the process of identifying whether we have previously encountered a stimulus when reexposed to the stimulus

Recognition

_____ is a technique that means we are actively and consciously interacting with the material that we are trying to remember, perhaps by silently repeating or actively thinking about the information and its meaning.

Rehearsal

Which of the following strategies is used by marketers to increase the extent to which consumers engage in relating a message to their own experience?

Self-referencing

Which of the following emotional responses is elicited with a combination of low pitch, firm rhythm, and consonant harmony in a musical piece used in an ad?

Serious

Which of the following is true of the factors that affect the credibility of a message?

Strong arguments increase the credibility of a message.

Which of the following is true of the factors influencing consumers' exposure to marketing stimuli?

The more stores carry a product or brand, the higher the likelihood that consumers will encounter it

Which of the following statements is true of consumers who have low motivation to achieve a goal?

They devote little effort to processing information.

In the context of cognitive resources, which of the following statements is true of people low in financial literacy?

They have low savings and high debt rates.

_____ are assessments consumers make after brief observations despite receiving minimal information input.

Thin-slice judgments

_____ is defined as the extent to which consumers have the necessary resources to make the outcome happen.

ability

Joshua recently watched an advertisement for organ donation. He feels a strong emotional connection with the ad. During a conversation with his friends about organ donation, he immediately remembers and mentions the ad. In this case, Joshua's attitude toward the ad can be characterized as having _____.

attitude accessibility

Nelo is a leading brand name in the apparel market. Marketers decide to use this brand name and venture into the footwear industry. Since consumers like the parent brand Nelo, marketers expect them to openly accept this new strategy. In this scenario, the brand strategy used is an example of _____.

brand extension

A _____ is a specific type of schema that captures what a brand stands for and how favorably consumers view it.

brand image

Which of the following is true of motivated reasoning?

d. Consumers seek information that supports their conclusions.

Print ads for MacPearson couch sets depict the comfort of sinking into your couch for a nap at the end of a hard day. In this scenario, the MacPearson couch sets ads are linked to the _____ category of affective responses.

deactivation feelings

Processing the central idea behind a marketing communication is called peripheral when consumers' attitudes are based on:

easily processed aspects of the message, such as the source.

According to the mere exposure effect, we tend to prefer unfamiliar objects to familiar ones.

false

In high-context cultures, consumers place more emphasis on what is said than on the surrounding visuals.

false

People who are guided by the views and behaviors of others are called low self-monitors.

false

By recalling, we transfer information into long-term memory by processing it at deeper levels of meaning

false: Recall occurs when we remember we have seen, heard, smelled, touched, or tasted a stimulus before without being reexposed to the stimulus again. Through elaboration, we transfer information into long-term memory by processing it at deeper levels of meaning

_____ refers to an ad creating positive or negative feelings.

hedonic dimension

Eric went to a music store to buy some records. The store was playing popular music when he entered, but Eric only starts hearing the music when it was played at 40 decibels. In this scenario, for Eric, 40 decibels is:

his absolute threshold.

The ad for David Memorial Hospital features doctors holding clipboards and dressed in white lab coats with name badges on them in a hospital setting. They explain the effectiveness of Malrad, an arthritis painkiller. In this scenario, the ad is using _____.

match up hypothesis

In the context of the different types of needs, _____ motivate the search for products that solve consumption-related problems.

personal?

The increased sensitivity to certain concepts and associations due to prior experience based on implicit memory is called _____.

priming

Unlike subjective comprehension, objective comprehension:

reflects whether we accurately understand what a sender intended to communicate.

The set of associations linked to a concept in memory is referred to as a _____.

schema

Ronny perceives Nostalgia Aromas to be an elite perfume brand since the ad for its perfumes features people in expensive designer clothes at an exclusive gala event. In this scenario, Ronny has acquired a simple belief by forming _____ _____based on simple associations.

simple inferences

Consumers have the natural tendency to group objects and people together in categories that share certain characteristics, called _____.

taxonomic categories

Associations in schemas vary in their salience, or how easily they come to mind.

true

Emotional resources affect the actions consumers take to participate in charitable events or donate to causes

true

Once a persuasive ad has effectively reached the targeted consumer segment, wearout causes a loss of persuasiveness

true

With zapping, consumers avoid ads by switching to other channels during commercial breaks.

true

the theory of planned behavior is an extension of the theory of reasoned action model that predicts behaviors over which consumers perceive they have control.

true

_____ refers to fast-forwarding through commercials on a program recorded earlier

zipping