PBB Chapter 8 Test Files

Graham is a college student who is impulsive and somewhat rebellious. He seeks out variety and excitement, usually looking for something new, offbeat, and risky. Even though he was old enough, he didn't vote in the last presidential election and is not very interested in world events. To which VALS segments does Graham belong?

Experiencers

Ron owns a small retail establishment and is seeking your advice regarding getting shoppers' attention in the store. What should you recommend to Ron to help him get shoppers' attention?

Ron should use warm colors, such as reds and yellows, because they are more arousing than cool colors

Skippy is a well-known brand of peanut butter that recently introduced a line of snack bars bearing the Skippy name. This is an example of _____.

a brand extension

Which of the following statements is true regarding subliminal stimuli?

a subliminal ad is different from a "normal" ad in that it "hides" key persuasive information within the ad by making it so weak that it is difficult or impossible for an individual to physically detect

____ refers to the capacity of individuals to attend to and process information.

ability

Which of the following is a dimension of a consumer's self-concept?

actual self-concept, ideal self-concept, private self-concept, social self-concept

Zipping, zapping, and muting are simply mechanical ways for consumers to selectively avoid exposure to advertising messages, often referred to as _____.

ad avoidance

For a period of time, Energizer Batteries used mock commercials for seemingly boring, mundane products. A few seconds into the mock commercial, viewers heard the distinctive drumbeat of the Energizer Bunny before it marched across the screen. Several viewers said that when they heard the drums, they looked at and attended to the commercial because they liked the bunny. However, over time, viewers stopped paying attention to the commercial. What theory suggests that if a stimulus doesn't change, over time we adapt or habituate to it and begin to notice it less?

adaptation level theory

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?

add beliefs

Some people experience emotions more strongly than do others, which is a trait known as _____.

affect intensity

When Joan sees an ad with a kitten or puppy, she always pays attention because seeing them makes her feel so happy. This emotional or feeling response triggered by the ads is known as _____.

affective interpretation

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

affective interpretation

Which of the following is NOT a situational characteristic influencing interpretation?

all of the above are correct (time pressure, mood, number of individuals present, nature of the material surrounding the message in question)

Any communication or activity that implies, or from which one could reasonably infer, that an organization is associated with an event, when in fact it is not is known as _____.

ambush marketing

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

ambush marketing

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

attention

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

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

Which of the following is typically included in a psychographic or lifestyle study?

attitudes, values, activities and interests, and demographics

Which of the following is an ability factor related to attention that may require less attention to the brand's ads by an individual due to their high existing knowledge?

brand familiarity

Under conditions of crowding, consumers tend to ____.

buy less, make faster decisions, use less info, and be less satisfied

The elaboration likelihood model posits two routes to persuasion, which are the ____.

central and peripheral route

When a communication leads consumers to believe something about the product that is not true even though it doesn't present a direct false claim, this is known as _____.

claim-belief discrepancy

Which of the following is an approach used by marketers to increase consumers' affect toward their brand?

classical conditioning, create a positive affect toward the ad or website, and mere exposure

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

closure

Which of the following is NOT considered a stimulus factor affecting attention?

clutter

_____ represents the density of stimuli in the environment.

clutter

_____ is a process whereby stimuli are placed into existing categories of meaning.

cognitive interpretation

Which of the following is NOT a step in the information-processing model?

comparison

Attitude components tend to be ____.

consistent

Which global elite luxury segment loves prestige brands?

conspicuous consumers

Which of the following statements is FALSE regarding consumer decisions and the consumer decision process?

consumer decisions are rational and functional; otherwise they do not involve decisions per se

Color and the nature of the programming surrounding the brand's advertisement are examples of _____ present in the situation that can play a role in consumer interpretation independent of the actual stimulus.

contextual clues

Which of the following is a common technique for inducing trial behavior?

coupons, free samples, point-of-purchase displays, and tie-in purchases

Beverly went to the store to purchase instant hot chocolate mix for her family. A sign near the hot chocolate directed her to a specific aisle where she could purchase marshmallows. This is an example of a(n) _____.

cross-promotion

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

decreases ; increases

If it is literally false that Gardenburger's competitor is not "mushroom in origin" then what category of misleading advertising does this fall into?

direct false claim

Individuals' interpretation of stimuli tend to be consistent with their expectations, an effect referred to as the _____.

expectation bias

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

expectations

Carl is doing his homework and has the television on in the background. While it is on, several commercials aired. What stage of the information-processing model does this represent?

exposure

_____ occurs when a stimulus is placed within a person's relevant environment and comes within range of their sensory receptor nerves.

exposure

Which of the following stages of the information-processing model constitute perception?

exposure, attention, and interpretation

A brand name like Charmin with its soft and rounded sounds (compared to the harshness of Scott) is taking advantage of brand morphemes. T/F

false

According to a recent study, roughly 50 percent of consumers with DVRs zipped through commercials while viewing pre-recorded material. T/F

false

Affective interpretation is a process whereby stimuli are placed into existing categories of meaning. T/F

false

Dual-branding is an alliance where two brands are put together on a single product. T/F

false

Format refers to the placement of an object in physical space or time. T/F

false

High-impact zones in print ads and other print documents tend to be more toward the bottom and right of the ad. T/F

false

Product placement is subliminal. T/F

false

Reasoned-action theory suggests that if a stimulus doesn't change, over time we adapt or habituate to it and begin to notice it less. T/F

false

The right side of the brain is primarily responsible for verbal information, symbolic representation, sequential analysis, and the ability to be conscious and report what is happening. T/F

false

A long-running TV 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) consequences if attitudes or behaviors are not altered?

fear appeals

Which of the following is FALSE regarding ad avoidance?

females are more likely to avoid ads than males

_____ involves presenting the stimulus in such a way that it is perceived as the focal object to be attended to and all other stimuli are perceived as the background.

figure-ground

Which of the following statements is true regarding stimulus position and attention with respect to advertising?

for U.S. readers, high-impact zones in print ads and other print documents tend to be more toward the top and left of the ad

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

format

The idea behind _____ is that different parts of our brain are better suited for focused versus nonfocused attention.

hemispheric lateralization

In the VALS typology, which primary motivation is characteristic of consumers guided in their choices by their beliefs and principles rather than by feelings or desire for social approval?

ideals motivation

The manufacturer of the Little Giant Ladder runs a commercial that is 60 minutes long. The inventor of the ladder shows the versatility and uniqueness of this ladder, and several "regular" people demonstrate how easy it is to use. In fact, this ladder is over 20 ladders in one because of the many different ways it can be configured. Viewers can call the 800 number or visit the Web site to purchase this product. This is an example of a(n) _____.

infomercial

Program-length commercials with an 800 number and/or Web address through which to order or request additional information are known as _____.

infomercials

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

information overload

_____ is a series of activities by which stimuli are perceived, transformed into information, and stored.

information processing

_____ represents the number of cues in the stimulus field.

information quantity

Perception is a process that begins with consumer exposure and attention to marketing stimuli and ends with consumer _____.

interpretation

_____ is the assignment of meaning to sensations.

interpretation

_____ is separating a stimulus object from other objects.

isolation

The minimum amount that one stimulus can differ from another with the difference still being noticed is referred to as the _____.

just noticeable difference

Which side of the brain is primarily responsible for verbal information, symbolic representation, sequential analysis, and the ability to be conscious and report what is happening?

left

Which of the following is considered an outward expression of one's self-concept?

lifestyle

Which type of consumer decision making includes the evaluation of only a few attributes, simple decision rules, and few alternatives?

limited decision making

Blake doesn't care much about cars but is engaging in a substantial amount of information search about cars because he is about to buy a new car. In terms of involvement, Blake is ____.

low in product involvement; high in purchase involvement

A consumer who buys a product because a close friend bought one may be fulfilling a ____ motivation.

modeling

James is interested in just about any type of electronic equipment, such as digital video recorders, computers, MP3 players, and digital cameras. He subscribes to several magazines devoted to these types of products, and he visits several different Web sites to learn more about these products. Which individual factor affecting attention is influencing James to attend to information about these products?

motivation

Which of the following is considered an individual factor affecting attention?

motivation

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

motivation

What are the major individual factors affecting attention?

motivation and ability

Which of the following statements is FALSE regarding situational factors affecting attention?

motivation and ability are two major situational factors affecting attention

_____ is turning the sound off during commercial breaks.

muting

Which type of consumer decision making only includes the stages of problem recognition, limited internal information search, purchase, and limited post purchase behavior?

nominal decision making

Which of the following is NOT an individual characteristic that influences interpretation?

organization

_____ is(are) a stimulus characteristic that refers to the physical arrangement of the stimulus objects and can affect consumer interpretation and categorization.

organization

The fact that all aspects of the perception process are extremely selective is referred to as _____.

perceptual defenses

Interpretation is generally a relative process rather than absolute, often referred to as _____.

perceptual relativity

For which type of product is self-image congruity likely to matter more?

perfume

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

permission-based marketing

Which of the following reflects the relatively stable behavioral tendencies that individuals display across a variety of 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, foods, water, sleep, and to an extent, sex, are considered ____ motives.

physiological

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

position

_____ indicates motivation or interest in a specific product category, and it can be temporary or enduring.

product involvement

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

product placement

Which of the following is a situational factor affecting attention?

program involvement

_____ refers to the fact that stimuli positioned close together are perceived as belonging to the same category.

proximity

When a teenager says, "It's cool," his friends understand that he's not talking about the temperature. In this case, the meaning of the word, "cool," is based on its _____ meaning.

psychological or episodic

_____ meaning is the specific meaning assigned a word by a given individual or group of individuals based on their experiences, expectations, and the context in which the term is used.

psychological or episodic

Sam doesn't know much about digital video recorders, so when he went shopping for one, he decided on the model that had the highest price and the best warranty as well as one he had seen a lot of advertising for. Sam used these factors as _____.

quality signals

Which color(s) is (are) arousing?

red and yellow

_____ involve(s) the use of an unexpected twist or artful deviation in how a message is communicated either visually in the ad's picture or verbally in the ad's text or headline.

rhetorical figures

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

right

_____ meaning is the conventional meaning assigned to a word such as found in the dictionary.

semantic

Which of the following characteristics influencing interpretation represents factors beyond the stimulus itself?

situational

Which factor affecting attention includes stimuli in the environment other than the focal stimulus (i.e., the ad or package) and temporary characteristics of the individual that are induced by the environment, such as time pressures or a crowded store?

situational factors

Cameron was searching the Internet for information on digital cameras. He went to a search engine (i.e., Goggle) and searched the key words "digital camera." Unbeknownst to him, several banner ads for brands and retailers of digital cameras appeared on the results page that were activated based on the terms he used in his search. These banner ads are known as _____.

smart banners

The sum of all the physical features of a retail environment is referred to as the ____.

store atmosphere

Generally speaking, compared to attitudes formed under the peripheral route, attitudes formed under the central route tend to be ____.

stronger, more resistant to counter persuasion attempts, more accessible from memory, and more predictive of behavior

A message presented so fast or so softly or so masked by other messages that one is not aware of seeing or hearing it is called a(n) _____ stimulus.

subliminal

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

symmetrically balanced

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

Attention is determined by which factor?

the stimulus, the individual, and the situation

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

The tendency of many consumers to discount claims made by salespeople and ads is related to the need ____.

to attribute causation

The size, shape, and color are specific _____ of the stimulus that can affect interpretation.

traits

Attention is determined by three factors: the stimulus, the individual, and the situation. T/F

true

Consumer motivation and ability are the major individual factors affecting attention. T/F

true

Individual characteristics affecting interpretation include traits, learning and knowledge, and expectations. T/F

true

Sounds of letters and words can symbolize product attributes. T/F

true

Stimulus characteristics affecting interpretation include traits, organization, and changes. T/F

true

The information processing model has four major steps or stages: exposure, attention, interpretation, and memory. T/F

true

Zipping, zapping, and muting are mechanical ways for consumers to selectively avoid exposure to advertising messages, often referred to as ad avoidance. T/F

true

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

voluntary

An advertiser who formats its factual information so that it is easier to process _____.

will increase the chances that their info is perceived to be true

A study by WPP Group suggests which group of consumers are the most likely to consider buying products they see in movies?

younger consumers

John is watching a football game on TV when a commercial comes on. He doesn't want to see it, so he grabs the remote control and changes the channel. What is John doing to avoid the advertising message?

zapping

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

zipping

_____ occurs when one fast-forwards through a commercial on a prerecorded program, and _____ involves switching channels when a commercial appears.

zipping ; zapping