consumer behavior ch11

Nike has several models of athletic shoes, and most have high functionality. However, several models are also sleek looking and can actually make a fashion statement for the wearer as well as performing the functional aspects of the product. By going beyond the cognitive associations of functionality and attempting to tap consumers' affective reactions, Nike and other marketers are developing products with _____.

. aesthetic appeal

Which of the following statements is FALSE regarding humorous appeals?

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

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

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

Companies spend millions of dollars each year for celebrities to appear in their marketing communications and these are often a good investment. Identify six reasons why celebrity endorsers can be effective.

attention attitude trustworthiness expertise aspirational aspects meaning transfer

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

attitude

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

Yoriko likes Toyota automobiles because she thinks they have the highest reliability of all automobiles on the market. Her belief about Toyota's reliability represents which component of

cognitive

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

The Geico Gecko, the Jolly Green Giant, and the Aflac duck are examples of _____.

inanimate celebrity characters

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 _____.

mere exposure

Compare and contrast one-sided and two-sided messages.

one sided only one point of view is expressed two sided presents both good and bad points

Dr. Oz is a doctor on a weekly health program, and Dr. Oz is highly esteemed in his field and provides up-to-date medical information for viewers. Sometimes he recommends specific products, and Ronnie, 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. Oz possess?

source credibility

Which of the following occurs when a company provides financial support for an event such as the Olympics or a concert?

sponsorship

Cheyanne appeared in a television commercial for a local eyewear/designer glasses firm. She tells the audience how she suffered from headaches several times a month due to the wrong glasses she had purchased. However, once she visited this particular store in the mall and picked different glasses, her headaches disappeared. She claimed, "I kept expecting the headaches to come back, but they didn't. I have a whole new lease on life, thanks to LensCrafters!" Which type of ad is this?

testimonial ad

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