Retl 369 Quiz 3

Tom wants a candy bar and is trying to decide between a Crunch, a Snickers, or a Milky Way. These three candy bars are in Tom's __________. A. evoked set B. inept set C. inert set

A. evoked set

When an individual considers all the ideas that come to mind when the name of a brand/store, such as McDonald, is mentioned, which best explains the thinking? A. A cognitive map B. Affect referral C. An attitude model D. Multi-attribute model

A. A cognitive map

The set of brands a person will not consider due to negative feelings is part of which set? A. Inept B. Inert C. Evoked

A. Inept

Didi carefully considers price, sound quality, and the size of a new stereo system. The sound quality is the most important factor, followed by the price. Didi is using the which evaluation model? A. Multiattribute B. Evoked set C. Cognitive map D. Affect referral

A. Multiattribute

Cognitive maps explain the importance of repetition, because most marketing messages are quickly lost in short-term memory. A. True B. False

A. True

Motivation is the most relevant internal psychological process associated with the problem recognition stage of the consumer decision-making process. A. True B. False

A. True

Kylie believes St. Francis Hospital has the best imaging technology in the region and will, therefore, offer excellent care for her son. This reflects which part of an attitude? A. Affective B. Cognitive C. Conative

B. Cognitive

From a marketing perspective, it is harder to strengthen a linkage that already exists than to create a new linkage or modify a current linkage in an individual's cognitive map. A. True B. False

B. False

The multiattribute model of purchase evaluation is best suited to low involvement purchase decisions. A. True B. False

B. False

After watching an advertisement for Levi's jeans, Denise decides she would like to buy a new pair. This is an example of which step of the consumer decision-making process? A. Information search B. Recognition of a need C. Evaluation of alternatives

B. Recognition of a need

Which of the following is NOT true regarding the affect referral model of evaluating alternatives? A. According to the affect referral method, consumers will not evaluate other brands because they may have already used the multi-attribute decision rules in a previous purchase situation. B. The affect referral model posits that consumers make a selection based on the evaluation of specific attributes. C. The affect referral method is used because the consumer has developed an emotional bond with a particular brand and choose the brand she or he likes the best. D. The affect referral method is used when consumers want to save time and mental energy when choosing a product.

B. The affect referral model posits that consumers make a selection based on the evaluation of specific attributes.

In terms of cognitive mapping, if consumers have not considered IHOP as an alternative for a hamburger restaurant, then an advertisement that conveys such a message to consumers is attempting to: A. to modify a current linkage B. create a new linkage. C. strengthen/reinforce a linkage that already exists.

B. create a new linkage.

An external search for purchase information occurs when: A. the internal search has been successful. B. it is a high-involvement (high price/high risk) product and the consumer is uncertain about which brand to purchase. C. the evaluation of alternatives has been completed.

B. it is a high-involvement (high price/high risk) product and the consumer is uncertain about which brand to purchase.

During the internal search process for product information, a key objective for marketers is to: A. have information readily available to consumers. B. make sure the company's brand is part of the consumer's evoked (consideration) set of potential alternatives. C. have the brand in the person's cognitive map.

B. make sure the company's brand is part of the consumer's evoked (consideration) set of potential alternatives.

A _____ refers to each and every opportunity the customer has to see or hear about the company and/or its brands or have an encounter or experience with it. A. display point B. reference point C. touch or contact point D. communication point

C. touch or contact point

Carrie buys a Hunt's pasta sauce without considering other brands because she really likes this brand and believes it is the best pasta sauce on the market. Carrie's evaluation of alternatives is best explained by which model? A. Multiattribute approach B. Evoked set C. Affect referral D. Cognitive mapping

C. Affect referral

If Brayden is swayed by an ad that incites fear of his home being burglarized, he is being influenced by which component of an attitude? A. Cognitive B. Conative C. Affective

C. Affective

During an information search, which factor increases the probability that a brand will be selected? A. Brand parity B. Product availability C. Brand equity

C. Brand equity

A low-price, low-involvement purchase is likely to begin with which component of an attitude? A. Cognitive B. Affective C. Conative

C. Conative

Which of the following is NOT true regarding touch points? A. Company-created touch points are planned communication messages or information created by a company, such as ads, websites, news/press, and sales promotions. B. Unexpected touch points include a word of mouth messages or product reviews that are beyound the control of the company. C. Planned, company-created touch points are easiest to control but highest in terms of impact. D. Unexpected touch points are hardest to control but have the highest impact.

C. Planned, company-created touch points are easiest to control but highest in terms of impact.

The inert set is the set of brands: A. that are part of a person's memory, but not considered because they elicit negative feelings. B. that a person would consider as feasible solutions to meet a need. C. the consumer has awareness of, but has neither negative or positive feelings toward.

C. the consumer has awareness of, but has neither negative or positive feelings toward.

Before purchasing a car, John sought advice from his friends and researched auto reviews on the Internet. He also visited car dealers and went for a test-drive. In which of the following stages of the consumer decision-making process is John engaged? A. internal information search B. evoked set evaluation C. problem recognition D. external information search

D. external information search

The two components of the consumer decision-making process that are most critical to developing an integrated marketing communications program are: A. need recognition and information search. B. evaluation of alternatives and purchase decision. C. need recognition and evaluation of alternatives. D. information search and evaluation of alternatives.

D. information search and evaluation of alternatives.