BSU Marketing 307 Quizzam 4

Attention is determined by which factor?

A, B, and C

How can accessibility of information stored in long-term memory be enhanced?

A, B, and C

Accessibility is related to which of the following?

All of the above

Low-involvement learning often involves ______.

All of the above

Online marketers attempt simulate "touch" by creating a(n) _____.

All of the above

Which os the following is NOT a way emotional ads may enhance persuasion?

All of the above are ways emotional ads may enhance persuasion

____ occurs when the stimulus activates one of more sensory receptor nerves and the resulting sensations go to the brain for processing.

Attention

____ attempts to create an association between a stimulus (e.g. brand name) and some response (e.g. behavior or feelings)

Classical conditioning

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

Closure

_____ occurs when a stimulus is places within a persons relevant environment and comes within range of their sensory receptor nerves

Exposure

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

____ refers to the manner in which e message is presented

Format

Which of the following statement is FALSE regarding humorous appeals

Humorous ads are low risk because they tend to translate well across situations and cultures

_____ is the total accumulation of prior leaning experiences

Memory

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

Motivation

____ is a drive state created by consumer interests and needs

Motivation

_____ 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

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

Organization

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

Proximity

_____ 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

___ 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 of the following statements is false regarding short term memory? (STM)

STM is a static structure

____ meaning is the conventional meanings signed to a word such as found in the dictionary

Semantic

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 his advertisements, so that, over time, consumers will transfer the positive affect associated with the music to the restaurant

An advertisement for the Honda Civic featured gas mileage...

Utilitarian appeal

Which of the following is TRUE regarding value-expressive versus utilitarian appeals?

Utilitarian appeals are most effective for functional products

The likelihood and ease with which information can be recalled from long-term memory is termed______.

accessibility

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

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

Feelings or emotional reactions to an object reflect the _____ component of an attitude.

affective

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

Which of the following is a strategy for altering the cognitive component of a consumers attitude?

all of the above

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

A learned predisposition to respond in a consistently favorable or unfavorable manner with respect to a given object is known as a(n) _____.

attitude

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 knowledgable consumers and for complex products

benefits; features

Many consumers associate Mercedes automobiles with status, luxury, quality engineering, and high price. This is an example of Mercedes' _____.

brand image

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

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

An advertisement for AT&T long distance telephone service split the screen in two...

comparative ad

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 cues

____ is(are) 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 preciously stored information.

elaborative activities

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

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

exposure, attention, and interpretation

Which type of appeal uses the threat of negative (unpleasant) consequence if attitudes or behaviors are not altered?

fear appeals

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

Appeal characteristics represent _______ a message is communicated

how

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 rate learning

Which type of processing involves the recall and mental manipulation of sensory images, including sight, smell, taste and tactile (touch) sensations?

imagery processing

An advertiser that surrounds its ads with positive programming _____.

increases the chances that its information is evaluated in a more positive light

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

information processing

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

interpretation

Any change in the content or or organization of long-term memory or behavior is known as ____________

learning

Which of the following is the primary determinant of how material is learned?

level of involvement

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 _____.

more exposure

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

What are the major individual factors affecting attention?

motivation and ability

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

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

Which type of memory structure is a complex web of associations?

schema

What are two important long-term memory structures?

schema and scripts

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

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

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 (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

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

_____ consists of trustworthiness and expertise

source credibility

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 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

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

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

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

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

What type of appeal attempts to build a personality for the product or create an image of the product user?

value-expressive appeal

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

voluntary