Chapters 1-6 Consumer Behavior

uses facts & information to persuade potential consumers. Peripheral route uses positive association w cues such as beauty, fame, & positive emotions. (slide 63 in review slides)

Central-Route Processing

a type of consumer learning that occurs when a stimulus that elicits a certain response is paired with another stimulus that initially does not elicit any response

Classical Conditioning

Alex plans to purchase a new automobile. His experience as an auto mechanic helps him decide which automobile will be suitable for him. Regarding the purchase of the new automobile, Alex's experience as an auto mechanic acts as the _____. a. Opportunity b. Exposure c. Perception d. Symbol e. Ability

e. Ability

Which of the following describes how attitudes influence consumers' behavior? a. Affective funciton b. Cognitive function c. Affective involvement d. Emotional contagion e. Conative function

Conative function

things viewed as belonging in the same category because they serve the same goals

Goal-derived Category

The process by which a stimulus loses its attention-getting abilities by virtue of its familiarity

Habituation

Involves people seeking out and using information which confirms their existing beliefs, and ignoring or dismissing information which contradicts them—that is, they reach conclusions they want to reach

Motivated Reasoning

involves an individual's desire to fit in a group despite their beliefs about the group's behavior. Informational influence is what refers to the notion a person has that a group knows better than them or has more information than them.

Normative Influences

an indirect route that uses peripheral cues to associate positivity with the message. Instead of focusing on the facts and a product's quality, the peripheral route relies on association with positive characteristics such as positive emotions and celebrity endorsement. (slide 63 in review slides)

Peripheral-Route Processing

are determined by what consumer thinks others want him/her to do (normative beliefs) and their motivation to comply with those people

Subjective Norms

How consumers classify a group of objects in memory in an orderly, often hierarchical way, based on their similarity to one another (CHECK OUT SLIDE 39 IN TEST REVIEW SLIDES)

Taxonomic Categories

Which of the following statements is true when processing effort is low? a. Consumer attitudes are not based on strong beliefs b. Consumer beliefs can be successfully changed c. Consumers process info deeply d. Consumer attitudes are highly resistant to attacks e. Consumers do not develop counterarguments.

a. Consumer attitudes are not based on strong beliefs

Sophia wants to learn about the latest developments in agricultural tools and equipment. She attends many trade shows and conferences on these products. In this case, Sophia 's action of attending these events is an example of _____. a. Gaining exposure b. Making a post purchase evaluation c. Making judgement d. Retrieving memory e. Using symbols

a. Gaining exposure

Lamar is shopping for a new luxury watch. He comes across an advertisement that features a famous celebrity wearing the watch and endorsing its quality and style. Instead of conducting an in-depth analysis of the watch's features, craftsmanship, or value for money, his attitude towards the watch is primarily based on which concept under peripheral-route processing? a. The superficial cues within the message b. Their emotional experiences associated with the offering c. Their high elaboration d. The central issues contained within the message e. The true merits of the message

a. The superficial cues within the message

Which of the following best defines affective responses? a. They are feelings and images in response to a message b. They are thoughts that discount or attack the message source c. They are thoughts that express disagreement with a message d. They are recognitions and evaluations in response to a message e. They are responses generated through central-route processing

a. They are feelings and images in response to a message

Which of the following statements is true of prevention-focused consumers? a. They tend to preserve the status quo by staying with the option they know b. They focus on hopes, wants and, accomplishments c. They are highly receptive to new products d. They tend to be the target for marketers launching a new product e. They are motivated to act in ways to achieve positive outcomes.

a. They tend to preserve the status quo by staying with the option they know

Buying, trading, and bartering are examples of consumers engaging in _____. a. acquisition b. usage c. white sales d. positioning e. repositioning

a. acquisition

Perceived risk is the extent to which a consumer: a. anticipates negative consequences of an action b. has planned the consequences of an action c. considers the potential rewards of using a particular product or service d. has the fear of using a product e. has spent time using and considering a product or service

a. anticipates negative consequences of an action.

Some researchers have used the term central-route processing to describe the: a. attitude formation and change process when consumer processing effort is high b. superficial analysis and processing of a message c. approach that suggests that attitudes are based on emotions d. attitude formation and change that involves low elaboration e. attitude change when consumers' motivation, ability, and opportunity is low

a. attitude formation and change process when consumer processing effort is high

Emile is in the market for a new laptop and is browsing through various options at an electronics store. As he explores the store, his attention is drawn to a laptop brand that he has never heard of before. The brand name is "SwiftTech," and it immediately catches his interest due to its alignment with the product function. The word "Swift" suggests speed, efficiency, and agility, which are desirable qualities in a laptop. As Emile considers his needs and preferences, the brand name resonates with his desire for a fast and responsive computing experience. How can unfamiliar brands have a retrieval advantage? a. by fitting well with the product function b. by suggesting the product and its benefits c. by evoking rich imagery d. by being novel or unexpected e. by using high-frequency words or names

a. by fitting well with the product function

Joshua likes ice cream and routinely eats it for dessert after dinner. The schema for ice cream includes associations that reflect its consumption occasions. In the context of the associations in schemas, which of the following dimensions is depicted in this scenario? a. favorability b. perception c. recognition d. uniqueness e. salience

a. favorability

A TV commercial for a local blood bank features a young boy in urgent need of a blood transfusion. The commercial makes viewers feel guilty about not donating blood. This ad is using _____. a. fear appeal b. comparative advertising c. product placement d. the sleeper effect e. an analogy

a. fear appeal

Austin likes to drink soda. He takes the empty bottles and cans that he has collected to his partner, who uses them to make art. This is an example of how to: a. find new use for an offering b. dispose a product c. get rid of items permanently d. share an offering e. get rid of times temporarily

a. find new use for an offering

Anne is organizing a house party. She considers ordering expensive wine, caviar, and desserts that will be served to guests under one category. Although each of these items possess different attributes, Anne places them in the _____. a. goal-derived category b. dynamically priced category c. prototypical structure d. hierarchical structure e. self-made category

a. goal-derived category

A popular sports beverage brand wants to promote its new line of energy drinks targeting active and health-conscious individuals. They decide to collaborate with a professional athlete who is known for their exceptional athletic performance and dedication to fitness. This is an example of the match-up hypothesis, which is the: a. idea that the source must be appropriate for the product or service b. argument that is generated when a message is different from what consumers believe c. effect that occurs because consumers' memory of the message source decays rapidly d. thought that discounts or attacks the message source e. attitude formation and change process when effort is low

a. idea that the source must be appropriate for the product or service

Ruelis Corp. is working on a new set of TV commercials. In one of its commercials, the company's product is displayed alongside a product from an unnamed company. The commercial compares one of its products with the other company's product. In this scenario, the commercial is using _____. a. indirect comparative advertising b. fear appeal c. word-of-mouth advertising d. source derogation e. emotional contagion

a. indirect comparative advertising

Which of the following can be described as "an inner state of activation," with the activated energy directed to achieving a goal? a. motivation b. ability c. endurance d. persistance e. revival

a. motivation

Tess is preparing for a presentation at work, and she needs to memorize key points and important statistics. To ensure that the information sticks in her memory, she engages with her presentation by actively and consciously interacting with the material. She repeatedly reads through the content, focusing on understanding and internalizing the key points. As she reads, she consciously thinks about the meaning and significance of each point, connecting it to relevant examples or real-life scenarios. She also highlights or underlines important sections to enhance her engagement and attention. Which of the following techniques is Tess using that involves actively and consciously interacting with information to improve memory? a. rehearsal b. chunking c. recirculation d. elaboration e. encoding

a. rehearsal

The minimal level of stimulus intensity needed to detect a stimulus is referred to as _____. a. the absolute threshold b. the subliminal threshold c. ambivalence d. the construal level e. credibility

a. the absolute threshold

Claire is an advertising manager for a local television station. She believes that even though viewers might not pause and watch commercials, the commercials could still leave an impression. In this scenario, if viewers fast forward through ads, they are engaging in _____. a. zipping b. pre-attentive processing c. zapping d. figure and group e. preference for the whole

a. zipping

Which of the following statements is true of comparative messages? a. The most common type of comparative messages is the direct comparative message b. Comparative messages show how much better the offering is than a competitor's offering c. Comparative messages are useful in changing a consumer's negative first impression of a brand or company d. When motivation, ability, and opportunity is high, consumers are more likely to confuse the advertised brand with its competition e. Negatively framed comparative messages are more effective for promotion-focused consumers than positively framed comparative messages

b. Comparative messages show how much better the offering is than a competitor's offering

Who among the following is a low-credibility source? a. Alex, a police officer, who advertises a home protection method b. Makayla, an actor, who endorses multiple products c. Daniel, a basketball player, who endorses an energy drink d. Krystal, the CEO of a company, who has several years of experience in business management e. John, an airline employee, who advertises the airline he works for

b. Makayla, an actor, who endorses multiple products

Shelly went to buy toothpaste at a nearby store. She quickly checked whether either of the two brands she regularly buys was on sale, and she chose the cheaper one. Which of the following best describes Shelly's assessment regarding her selection of toothpaste? a. Enthusiasm is high b. Motivation is low c. Risks are high d. Opportunity is low e. Ability is low

b. Motivation is low

Which term describes the process of determining the properties of stimuli using vision, hearing, taste, smell, and touch? a. Habituation b. Perception c. Grouping d. Zipping e. Zapping

b. Perception

Which of the following refers to the intensity of stimuli that causes them to stand out relative to the environment? a. Ambivalence b. Prominence c. Abstraction d. Habituation e. Concreteness

b. Prominence

The need for self-fulfillment and enriching experiences that could be achieved through creative projects is called _____. a. self-contentment b. self-actualization c. societal need d. psychological need e. egoistic involvement

b. self-actualization

Which of the following statements is true of marketing communication? a. Word of mouth spreads fastest through traditional print media b. Sales promotions include premiums, contests, sweepstakes, free samples, coupons, and rebates c. Word of mouth seems less credible to consumers than messages directly controlled by marketers d. A perceptual map measures consumers' physiological and neurological responses to marketing communications. e. Word of mouth is marketer-controlled.

b. Sales promotions include premiums, contests, sweepstakes, free samples, coupons, and rebates

Which of the following statements is true of needs? a. They are cognitions that create inner value for consumers b. They reflect inner forces that create tension in individuals regarding a current and desired state c. They are deeper-level goals that reflect a high level of involvement d. They create values that permanently motivate consumers e. They are effects that create outer value for consumers

b. They reflect inner forces that create tension in individuals regarding a current and desired state

Saturation is also referred to as ____. a. depth b. chroma c. tone d. lightness e. hue

b. chroma

Wyatt is studying for an exam on the topic of psychology, and one of the concepts he needs to remember is classical conditioning. To expand on this concept and enhance his recall, he engages in deeper-level processing. Which technique enhances the recall of information from memory by processing it at deeper levels of meaning? a. encoding b. elaboration c .rehearsal d. chunking e. recirculation

b. elaboration

The process by which a stimulus loses its attention-getting abilities by virtue of its familiarity is known as _____. a. perception b. habituation c. comprehension d. gaining exposure e. sensory marketing

b. habituation

Marketers can use which of the following concepts to uncover consumers' needs when they ask consumers to interpret a set of relatively ambiguous stimuli? a. direct observations b. indirect techniques c. scanner data d. physiological measurements e. electronic trakcers

b. indirect techniques

Ahmad is attending a marketing conference where he is exposed to numerous presentations and workshops throughout the day. One of the workshops focuses on a new customer relationship management (CRM) software called "ConnectPro." Later that day, Ahmad tries to recall the details of the workshop and the features of ConnectPro. However, he finds it challenging to retrieve the specific information because of dissonance from other memories and similar software products he has encountered in the past. Which of the following factors affecting retrieval refers to the presence of other memories that compete with the target memory? a. decay b. interference c. primary effect d. prototypicality e. salience

b. interference

Tara has been thinking about losing some weight before her cousin's wedding and comes across an ad for a quick method for weight loss. She wants to believe the service advertised and is convinced that it will help her lose weight. This type of information processing is called: a. simulated thinking b. motivated reasoning c. enduring involvement d. felt involvement e. image-based reasoning

b. motivated reasoning

Jeremiah goes to a restaurant for dinner with his family. The service and the food at the restaurant are not up to standard. After they leave, Jeremiah wonders whether his choice of restaurant was good. In this case, Jeremiah is in which stage of making decisions? a. information search b. postpurchase evaluation c. problem recognition d. acquisition e. pretesting

b. postpurchase evaluation

Alexis and her family are thinking about getting a new big-screen television. She has researched different brands, models, and prices of televisions from the Internet. In this scenario, Alexis is the _____. a. policy maker b. purchaser c. cord-cutter d. disposer e. influencer

b. purchaser

When browsing through shelves at a bookstore, Mina comes across a book cover that looks familiar. As she examines it further, she realizes that she has seen the book before and remembers reading positive reviews about it. Which type of retrieval occurs when we remember seeing, hearing, or experiencing a stimulus again? a. primary effect b. recognition c. recall d. decay e. encoding

b. recognition

In the context of taxonomic categories being structured hierarchically, the finest level of differentiation exists at the _____. a. initial level b. superordinate level c. subordinate level d. basic level d. summarized level

b. superordinate level

Which of the following strategies can help overcome consumers' habituation to stimuli? a. Including abstract stimuli b. Avoiding prominent stimuli c. Altering marketing stimuli periodically d. Avoiding the use of competing stimuli e. Avoiding contrasting stimuli

c. Altering marketing stimuli periodically

Which of the following concepts best describes when a consumer must choose between two or more equally desirable options that fulfill different needs? a. Preventive contradiction b. Approach-avoidance conflict c. Approach-approach conflict d. Open-sided contradiction e. Close-ended contradiction

c. Approach-approach conflict

Which of the following statements is true regarding the difference between expert consumers and novices? a. Novices have more concrete associations linked to a concept than expert consumers b. Novices have a richer associative network with more associations than expert consumers d. Expert consumers exhibit less flexibility in activating suitable associations than novices e. Novices exhibit more flexibility in activating suitable categories than expert consumers.

c. Expert consumers have more refined taxonomic structure of categories than novices

India wants to purchase a new tablet. She spends a lot of time researching the latest features available on different brands of tablets. She extensively reads most of the technology consumer blogs. In this scenario, India has created a willingness to expend time and energy on preparations to purchase the target, making her which type of consumer? a. Self-centered b. Opportunistic c. Motivated d. Risk-taking e. Strategic

c. Motivated

Parker is browsing through a magazine and comes across an advertisement for a familiar brand of sneakers. The ad features a simple, clear, and visually appealing design with the brand's logo prominently displayed. The brand name is easily recognizable, and the message is straightforward. What is the term for the ease of processing information that has been encountered before? a. Retrieval fluency b. Encoding fluency c. Processing fluency d. Conceptual fluency e. Perceptual fluency

c. Processing fluency

In which of the following concepts do consumers exert a lot of effort in responding to a message? a. The affective cognition theory b. Hofstede's law c. The cognitive response model e. Weber's law

c. The cognitive response model

Which of the following is a reason why academics understand consumer behavior? a. They influence consumers as well as the targeted companies through strategies such as media statement and boycotts b. They follow companies tracking what consumers do online c. They generate knowledge about consumer behavior when they conduct research focusing on how consumers act, think, and feel. d. They develop policies and rules to protect consumers from unfair, unsafe, or inappropriate marketing practices. e. They support an enforceable "do not track" mechanism that would allow consumers to opt out of online tracking systems.

c. They generate knowledge about consumer behavior when they conduct research focusing on how consumers act, think, and feel.

Fructose Inc., a soft drink manufacturer, has launched a new advertising campaign. The slogan of the campaign is "Orange juice isn't just for breakfast anymore." The campaign is an example of: a. changing whether people use orange juice b. changing how people use orange juice c. affecting when people use orange juice d. encouraging the collection of products e. changing why people use orange juice

c. affecting when people use orange juice

Which of the following terms reflects the amount of mental activity a consumer devotes to a stimulus? a. motivation b. exposure c. attention d. ability e. opportunity

c. attention

In the context of brand extensions, stretchability of a brand depends on: a. preventing the transfer of meaning from the new branded product to the original brand schema b. consumers' rejection of the fit between the parent brand and other products on which it appears c. consumers' ability to process relationships between the parent brand and associated products d. finding consumers with the same degree of liking for a parent brand e. the usage differences between parent brand and associated products.

c. consumers' ability to process relationships between the parent brand and associated products

Identito Foods, a leading snack food brand, believes in delivering food products that are tasty and healthy. However, the marketing professionals at Identito Foods notice that it is difficult to convince consumers that their products taste good and are healthy at the same time. This scenario demonstrates an instance where consumers look at healthy food and lack of taste as _____. a. inflexible effects b. salient features c. correlated attributes d. negative associations e. line extensions

c. correlated attributes

According to the _____, consumers can have a favorable attitude toward an ad either because they find it believable or because they feel good about it. a. implicit personality theory b. cognition-behavioral theory c. dual-mediation hypothesis d. evaluative consistency theory e. efficient market hypothesis

c. dual-mediation hypothesis

One of the effective ways to differentiate a brand from other brands is to: a. create an entirely new set of associations for the brand b. discard old prototypes of the product c. position the brand away from the prototype d. price the product close to its prototype e. increase the number of associations with the product category

c. position the brand away from the prototype

Which of the following statements is true of perceived risk? a. it is high when an offering is technologically simple b. it is high when an old service or product is offered c. it is high when negative outcomes are likely d. it is high when an offering has a low price e. it is high when positive outcomes are likely

c. it is high when negative outcomes are likely

In a TV commercial for a car, the entire ad showcases the features, benefits, and driving experience without revealing the brand until the very end, creating suspense and curiosity among viewers before the brand identity is revealed. In a mystery ad, the brand is: a. never revealed in the message b. processed by heuristics that elicit high elaboration c. not identified until the end of the message d. promoted by an obscure source e. processed by very low and obscure routes

c. not identified until the end of the message

In the context of involvement, consumers can be involved with many different entities, which makes it important to identify the: a. specific emotions elicited by the involvement b. degree of subjective involvement c. object of involvement d. situational needs e. enduring needs

c. object of involvement

John likes an infomercial about a new piece of wearable technology. The celebrity in the infomercial explains how the technology works and shows its use in everyday life. In this scenario, John likes the ad because: a. it contains both positive and negative info b. it creates the sleeper effect c. of its utilitarian dimension d. of its two-sided message e. it evokes fear appeal

c. of its utilitarian dimension

Trinity had considered buying an older model of a Raddo Car. While researching the car before she bought it, she came across a magazine article claiming that the car's brakes were prone to failure. Trinity was motivated to pay attention to the article because of the information's: a. congruence with her values b. approach-approach needs conflict c. perceived safety risk d. cognitive stimulation e. personal relevance

c. perceived safety risk

Hakeem wants to buy a new car. He watches a DarnMotors car commercial and has decided that he would like to test drive one of its latest models. He is probably motivated by the commercial because the information was: a. moderately inconsistent with his prior attitudes b. based on what others thought of the car. c. personally relevant d. based on knowledge and experience e. presented in a humorous way

c. personally relevant

In the context of objects of involvement, consumers involved in certain decisions and behaviors are experiencing _____. a. an objective response b. rational involvement c. response involvement d. cognitive collaboration e. motivated reasoning

c. response involvement

A clothing brand releases a new ad campaign that features nostalgic elements from the 1990s, such as retro fashion and music, to evoke positive emotions and create a sense of connection with the brand among consumers who have fond memories of that era. Marketers use nostalgia in messages to influence positive attitudes and encourage _____. a. self-involvement b. self-recognition c. self-referencing d. self-gratification e. self-sponsorship

c. self-referencing

Redline Inc. Is an online self of second-hand electronics. On Black Friday, it sells its products at a discount of 80 percent. This is an example of ________. a. advertising cop testing b. perceptual mapping c. white sales d. pretesting e. misleading advertising

c. white sales

Which of the following statements is true of consumers' perceptions? a. Images located near the top of a package add to the perception of a product as "heavy" b. When consumers taste foods with a hard or rough texture, they associate the foods with fat c. All consumers possess the same ability to label odors d. Consumers perceive that packages in eye-catching shapes contain more of a product e. Reaction to touch in sales situations is the same across cultures

d. Consumers perceive that packages in eye-catching shapes contain more of a product

Which of the following factors affects whether a consumer regards something as a category prototype? a. Brands with the lowest market share b. Sharing the most associations with members from different categories c. Dominant brands dissolving their ties with lesser-known brands d. Pioneer brands setting a standard for later brands e. Sharing the least number of associations with other members

d. Pioneer brands setting a standard for later brands

Which of the following terms refers to an ad that provides information to consumers? a. The sleeper effect b. The hedonic dimension c. Emotional appeal d. The functional dimension e. Emotional contagion

d. The functional dimension

What role do brand names and symbols play in subjective comprehension? a. They enhance consumers' ability to identify marketing messages b. They improve consumers' perception of objective comprehension c. They facilitate the extraction of higher-order meaning from stimuli d. They create inferences about a brand's quality and attributes e. They help consumers determine the source of a perceived stimulus

d. They create inferences about a brand's quality and attributes

Which of the following statements is true of the influence of price on consumers' acquisition, usage, and disposition decisions? a. Consumers respond better to a discount presented as a specific amount of money subtracted from the regular price than to a discount presented as a percentage off the regular price b. When buying multiple units of a service for one bundled price, consumers feel a great loss if they use only some of the units. c. Generally, consumers tend to underestimate how much others will pay for goods, particularly when they are selling a product they own. d. When making a purchase, consumers consider how much they must pay in relation to the price of other relevant brands. e. Consumers perceive prices that end in the number 0 to be cheaper than prices that end in 99.

d. When making a purchase, consumers consider how much they must pay in relation to the price of other relevant brands.

Attitudes that occur when our evaluations regarding a brand are mixed are referred to as _______. a. resistance b. endurance c. confidence d. ambivalence e. persistence

d. ambivalence

Sapone Inc. is a leading clothing manufacturer. Alyssa likes the patterns and the fit of its clothes, but she is not satisfied with their quality and price. She routinely tries clothes from different clothing brands when she hears positive reviews about them. In this case, Alyssa's attitude toward Sapone Inc. is characteristic of _____. a. persistence b. resistance c. endurance d. ambivalence e. confidence

d. ambivalence

The goal of a transformational ad is to: a. attract consumers through the presentation of factual info b. decrease emotional involvement by concentrating on consumer efforts rather than their needs c. reposition brand extensions so that consumers can process them through central route processing d. associate the experience of using the product with a unique set of psychological characteristics e.use sympathy and empathy to attract consumers toward the brand.

d. associate the experience of using the product with a unique set of psychological characteristics

In a grocery store, the beverages section of the floor contains sub-sections for juices, tea, coffee, and soft drinks. Within the retail environment, this denotes the usage of _____ . a. schemas b. correlated attributes c. feature displays d. hierarchical structures e. prototypes

d. hierarchical structures

One of the factors that determines whether or not a communication source evokes favorable affective reactions is _____. a. likelihood of being profitable b. consumer base c. length of advertisements d. likability e. expertise

d. likability

The frequency with which an object is encountered as a category member makes it a(n) _____. a. artifact b. premium brand c. taxonomic representative d. prototype e. category schema

d. prototype

Annelise considers herself an environmentalist. However, she also likes the convenience of bottled water. For Annelise, purchasing water in a non-ecological, disposable, plastic bottle would be a _____ . a. performance risk b. physical risk c. social risk d. psychological risk e. safety risk

d. psychological risk

Angel visits a posh restaurant while on vacation. They are aware that they will need to be well behaved while enjoying dinner. They know that they will need to wait to be seated, speak in a quiet voice, and leave a tip. With regards to dining, these are all parts of Angel's _____ . a. graded structure b. prototypicality c. salient behavior d. script e. imaging

d. script

Fourlotts Corp., a safety equipment manufacturer, sends brochures of its latest safety equipment to neighborhoods where theft or robbery is highly prevalent. In this scenario, Fourlotts Corp. is: a. making distribution decisions b. organizing sales promotions c. acting as policy makers d. selecting a target market from among numerous segments e. determining consumer satisfaction with the attributes of a product

d. selecting a target market from among numerous segments.

Which of the following refers to determining what the stimulus that consumers have detected actually is? a. pre-attententive processing b. grouping c. habituation d. source identification e. zipping

d. source identification

La Malang is a regular food festival that invites chefs from across the world to participate. People come in large numbers to try out the different cuisines. Food stalls during the festival have been classified into categories such as "Starters," "Main Course," and "Desserts." The common characteristics of the dishes have led to this form of categorization. The various categories in this scenario can be called _____. a. objective categories b. structural grades c. prototype grades d. taxonomic categories e. hierarchical orientations

d. taxonomic categories

Consumers are most likely to be exposed to ads: a. that appear low on an Internet search list b. when they engage in zipping c. for product categories they do not use d. within TV programs that interest them e. that are placed below their eye level at stores

d. within TV programs that interest them

Which of the following strategies can marketers use to increase the reach of their messages? a. Avoiding innovative product designs to maintain consumer appeal over time b. Using ad blockers to minimize exposure to competing brands c. Limiting the distribution of products to select stores d. Relying solely on traditional media channels for advertising e. Placing ads next to articles or within TV programs that interest the target audience

e. Placing ads next to articles or within TV programs that interest the target audience

Which of the following statements is true of positioning? a. The desired image should reflect how a product is similar to the competition b. Positioning helps marketers identify consumers who have needs that are not being met c. Positioning helps consumers identify ways to dispose of an offering d. In a perceptual map, positioned brands share the same quadrant of other brands in the market e. Positioning should suggest that the product is superior in one or more attributes valued by the target market.

e. Positioning should suggest that the product is superior in one or more attributes valued by the target market.

Which of the following is a way of disposing of an offering permanently? a. Borrowing b. Leasing c. Finding d. Buying e. Selling

e. Selling

Which of the domains that affect consumer behavior covers motivation, ability, and opportunity; exposure, attention, perception, and comprehension; memory and knowledge; and attitudes about an offering? a. The process of making decisions b. Behavior within a firm c. The consumer's culture d. Consumer behavior outcomes e. The psychological core

e. The psychological core

Which of the following statements is true of affective responses? a. Consumers focused on their responsibilities and obligations tend to rely more on affective responses b. They can be classified as counterarguments, support arguments, and source derogations c. Consumers use analytical process of attitude formation to generate affective responses d. They take the form of recognitions and evaluations e. They are generally more influential than cognitive responses in shaping consumers' attitudes toward products

e. They are generally more influential than cognitive responses in shaping consumers' attitudes toward products

Abbey wants to be a professional soccer player. She tries to emulate the behavior of National Women's Soccer League (NWSL) players and pays attention to the advertisements that use NWSL players as spokespersons. In this scenario, Abbey regards the NWSL players as _____. a. policy makers b. ethicists c. an advocacy group d. a target group e. a reference group

e. a reference group

Jayshawn repeatedly watches an ad for Qmarts, which promotes itself as the store with the lowest prices. These repeated viewings have led Jayshawn to believe that this store has low prices. This is an example of repetition leading consumers to: a. feel a sense of mystery about the sponsor of an ad b. feel strongly about the central arguments in an ad c. process the information without becoming bored with the stimulus d. feel strongly about the peripheral arguments in an ad e. acquire basic knowledge about products features

e. acquire basic knowledge about products features

Bill loved hang gliding. He enjoyed going out by himself to enjoy the thrilling sensation of flying like a bird. This is an example of a _____. a. symbolic need b. functional need c. non-social need d. social need e. hedonic need

e. hedonic need

Consumers who tend to be involved in shopping and seeking brand information generally have a ___________. a. low need for conation b. low need for cognition c. low need for perception d. high need for cognition e. high optimum stimulation level

e. high optimum stimulation level

Nevaeh is reading a fashion magazine. While flipping through the pages, she notices a black-and-white photograph amidst a photoset containing vibrant colors. The black-and-white photograph may attract Nevaeh primarily because it is: a. below her perceptual threshold b. a habituated stimulus c. below her absolute threshold d. an abstract stimulus e. in contrast with the competing stimulus

e. in contrast with the competing stimulus

Sarah, a fitness enthusiast, watches a TV advertisement for the latest type of fitness equipment. She is impressed by the product and thinks that she needs to buy the equipment as soon as possible. In this case, Sarah's thoughts are an example of _____. a. subjective norms b. normative norms c. source derogations d. strong arguments e. support arguments

e. support arguments

The external signs we use, consciously or unconsciously, to express our actual desired identity are known as _____. a. attitudes b. inept sets c. inert sets d. addictions e. symbols

e. symbols

Trisni Candies recently changed the size of its candy bars. Consumers noticed the change as soon as the new batch of candy bars were supplied to the market. In this scenario, the consumers noticed the change in the size of the candy bars because: a. they are habituated to the new candy bars b. the difference in size is below the just noticeable difference c. they are engaged in pre-attentive processing d. the difference in the level of stimulus intensity is below their absolute threshold e. the differential threshold of their visual perception has been crossed

e. the differential threshold of their visual perception has been crossed