Consumer Behavior Test 2

Another name for the mere ownership effect is the __________ effect. (a) endowment (b) brand (c) acquisition (d) materialistic (e) evaluation

(a) endowment The mere ownership effect is the tendency of an owner to evaluate an object more favorably than a nonowner.

Which of the following is NOT considered to be a component of an attitude? (a) perceptual component. (b) cognitive component. (c) affective component. (d) behavioral component. (e) All of these are components of attitudes.

(a) perceptual component. The three components of attitude are cognitive, affective, and behavioral.

The essence of emotion is (a) the subjective feelings generated. (b) the thoughts generated by different emotions. (c) the needs fulfilled by specific emotions. (d) the behaviors generated by specific emotions. (e) none of these.

(a) the subjective feelings generated. Subjective feelings are what we generally refer to when we think of emotions.

Marketers sometimes use a _____ to measure the affective attitude component. (a) verbal scale (b) constant sum scale (c) perceptual scale (d) semantic differential scale (e) none of these

(a) verbal scale Marketers sometimes measure the affective component on a verbal scale by asking direct questions.

An inner force that stimulates and compels a behavioral response and provides direction to that response is: (a) a mood. (b) a motive. (c) an emotion. (d) one's personality. (e) none of these.

(b) a motive. Motivation helps answer the question of why consumers engage in specific behavior.

Learning is: (a) the ability to relate to stimulus objects. (b) any change in the content or organization of long-term memory and/or behavior. (c) the ability to recall a stimulus object. (d) the link between stimuli and information processing. (e) none of these.

(b) any change in the content or organization of long-term memory and/or behavior. Learning is the result of information processing.

When the receptor nerves are activated and pass the sensations on to the brain for processing, _____ has occurred. (a) cognition (b) attention (c) interpretation (d) exposure (e) none of these

(b) attention Attention requires consumers to allocate limited mental resources toward the processing of incoming stimuli.

A popular way of measuring the importance of attitudes is with a 100-point: (a) Likert scale. (b) constant-sum scale. (c) rank-order scale. (d) semantic differential scale. (e) none of these.

(b) constant-sum scale. Attributes are assigned weights based on the relative importance a segment of consumers attaches to it.

Perception involves the information-processing stages of (a) converting feelings into thoughts. (b) exposure, attention, and interpretation. (c) relating external and internal influences. (d) converting stimuli into effect. (e) none of these.

(b) exposure, attention, and interpretation. Perception is a process that begins with consumer exposure and attention to marketing stimuli and ends with consumer interpretation.

A consumer who buys a Mercedes-Benz because she feels it communicates her image to others is satisfying a need for: (a) attribution. (b) expression. (c) tension reduction. (d) reinforcement. (e) autonomy.

(b) expression. A consumer who purchases a certain brand of automobile because she feels it communicates her image to others is satisfying a need for expression.

Which type of memory is acute memory for the circumstances surrounding a surprising and novel event? (a) episodic memory (b) flashbulb memory (c) primary memory (d) conditional memory (e) acute memory

(b) flashbulb memory Some brand encounters create highly vivid and enduring episodic memories called flashbulb memories.

A method marketers use in response to ad avoidance is known as: (a) product integration. (b) product placement. (c) brand placement. (d) product synergy. (e) ad integration.

(b) product placement. Product placement involves incorporating brands into media in exchange for payment or other consideration.

The totality of the individual's thoughts and feelings having reference to him- or herself as an object is one's: (a) personality profile. (b) self-concept. (c) psychographic profile. (d) motive structure. (e) none of these.

(b) self-concept. Self-concept is composed of the attitudes you hold toward yourself.

_____ holds that, over time, consumers adjust to and quit noticing repeated stimuli. (a) Subliminal stimulation (b) Hemispheric lateralization (c) Adaptation level theory (d) Information overload (e) None of these

(c) Adaptation level theory An ad that we initially notice when it's new may lose its ability to capture our attention as we become familiar with it.

Which luxury group of cross-cultural consumers loves prestige brands? (a) Information Seekers (b) Blue Bloods (c) Conspicuous Consumers (d) Nouveaux Riches (e) Sensation Seekers

(c) Conspicuous Consumers Conspicuous Consumers value the status that luxury brands give them.

An enduring organization of motivational, emotional, perceptual, and cognitive processes with respect to some aspect of an individual's environment is: (a) an object concept. (b) a personality. (c) an attitude. (d) a schema. (e) none of these.

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

The tendency of many consumers to discount claims made by advertising messages can be explained in part by: (a) contrast theory. (b) classical conditioning. (c) attribution theory. (d) assimilation theory. (e) none of these.

(c) attribution theory. The attribution theory means that consumers explain the cause of a favorable or unfavorable outcome to themselves or to some outside force.

Playing popular music in the background of an ad with the expectation that the advertised product will then elicit the same positive feelings is based on: (a) modeling. (b) iconic rote learning. (c) classical conditioning. (d) operant conditioning. (e) none of these.

(c) classical conditioning. Classical conditioning can lead to positive attitudes by influencing brand feelings and beliefs.

One's self and those possessions that form part of one's self-identity is referred to as: (a) comprehensive self. (b) extended personality. (c) extended self. (d) possessive self. (e) none of these.

(c) extended self. People tend to define themselves in part by their possessions.

An experience that surpasses the usual level of intensity, meaningfulness, and richness and produces feelings of joy and self-fulfillment is referred to as: (a) mere ownership effect. (b) fandom. (c) peak experience. (d) experiential media. (e) dominant excitement.

(c) peak experience. A single peak experience with a product can propel the product into the extended self.

In Maslow's need hierarchy, the need to become all that one is capable of becoming is: (a) achievement. (b) esteem. (c) self-actualization. (d) status. (e) none of these.

(c) self-actualization. Self-actualization needs involve the desire for self-fulfillment, to become all that one is capable of becoming.

When scandals hurt the scandalized brand but also damage competitors in the industry, the term for this effect is: (a) sabotage. (b) discrimination. (c) spillover. (d) contrast. (e) contamination.

(c) spillover. One of the best ways for competitors to protect against spillover from scandals is to be highly differentiated.

Classical conditioning involves: (a) using reinforcement to alter the probability that a given behavior will be repeated. (b) basing one's behavior on the observed outcomes of similar behaviors by others. (c) using an established relationship between a stimulus and response to generate the same response to a different stimulus. (d) using reasoning to develop new knowledge. (e) none of these.

(c) using an established relationship between a stimulus and response to generate the same response to a different stimulus. Classical conditioning can lead to positive attitudes by influencing brand feelings and beliefs.

The _____ holds that low involvement results in a "peripheral route" to attitude change in which consumers form impressions based on readily available cues. (a) multi-attribute attitude models (b) theory of reasoned action (c) cognitive consistency model (d) elaboration likelihood model (e) none of these

(d) elaboration likelihood model Low-involvement peripheral route situations generally require limited information.

Which of the following is an individual factor that can influence attitude change? (a) program context (b) level of viewer distraction (c) buying occasion (d) gender (e) all of these

(d) gender Gender is an individual factor that can influence attitude change.

A series of activities by which stimuli are perceived, transformed into information, and stored is known as: (a) the adoption process. (b) classical conditioning. (c) operant conditioning. (d) information processing. (e) none of these.

(d) information processing.

A consumer who buys a product because a close friend bought one may be fulfilling _____ motivation. (a) ego defense (b) causation (c) independence (d) modeling (e) none of the above

(d) modeling The need for modeling reflects a tendency to base behavior on that of others.

The process of using reinforcement to alter the probability that a given behavior will be repeated is known as: (a) cognitive learning. (b) iconic rote learning. (c) classical conditioning. (d) operant conditioning. (e) none of these.

(d) operant conditioning. Operant conditioning often involves influencing consumers to purchase a specific brand or product.

The most common scale used to measure the self-concept is the: (a) conjoint mapping. (b) perceptual mapping. (c) constant sum. (d) semantic differential. (e) none of these.

(d) semantic differential. This instrument can be used to ensure a match between the self-concept of a target, market, image of a brand, and the characteristics of an advertising spokesperson.

Which of the following factors does NOT determine attention? (a) the stimulus (b) the individual (c) the situation (d) the interpretation (e) All of these determine attention.

(d) the interpretation The same individual may devote different levels of attention to the same stimulus in different situations.

Lifestyle is: (a) a function of inherent individual characteristics that have been shaped and formed by life experiences. (b) a basic motivator for many purchases. (c) constantly evolving throughout the life cycle. (d) affected by the results of consumption decisions. (e) all of the above.

(e) all of the above. One's lifestyle influences all aspects of consumption behavior.

Emotional ads may enhance persuasion by increasing: (a) attention. (b) recall. (c) product liking through classical conditioning. (d) product liking through high-involvement processes. (e) all of these.

(e) all of these. Emotional ads can have a variety of effects on perceptions and attitudes.

When communicating brand personality, executional factors go beyond the core message to include "how" it is communicated using: (a) tone. (b) media. (c) pace. (d) logo. (e) all of these.

(e) all of these. Marketers manage and communicate brand personality using executional factors such as tone, media, pace, and logo.

In one study ______ percent of women's perceptions of their actual beauty matched their ideal. (a) 100 (b) 90 (c) 20 (d) 10 (e) none of these

(e) none of these It is 2 percent.

High-involvement learning: (a) occurs when the individual is paying little attention to the material. (b) is not relevant to consumer behavior. (c) occurs primarily in response to television commercials. (d) is not very effective. (e) none of these.

(e) none of these. High-involvement learning occurs when the consumer is motivated to process or learn the material.

In most individuals, the left brain appears to control: (a) emotions. (b) rational thought. (c) verbal material. (d) emotions and rational thought. (e) rational thought and verbal material.

(e) rational thought and verbal material.

T/F: A script is a memory structure involving a complex web of association.

False A script is a memory of HOW AN ACTION SEQUENCE SHOULD OCCUR.

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

False Affective interpretation is the emotional response triggered by a stimulus such as an ad.

T/F: Appeal characteristics correspond to when a message is communicated.

False Appeal characteristics correspond to HOW a message is communicated.

T/F: Attention generally increases across repeated exposures, and repetition often increases recall.

False Attention generally DECREASES across repeated exposures, and repetition often increases recall.

T/F: Attitudes formed under the peripheral route tend to be stronger and resistant to counter-persuasion attempts.

False Attitudes formed under the CENTRAL ROUTE tend to be stronger and more resistant to counter-persuasion attempts.

T/F: Brand image is a set of human characteristics that become associated with a brand.

False Brand PERSONALITY is a set of human characteristics that become associated with a brand.

T/F: The need for uniqueness is the trait that reflects an individual difference in consumers' propensity to be biased against the purchase of foreign products.

False CONSUMER ETHNOCENTRISM is the trait that reflects an individual difference in consumers' propensity to be biased against the purchase of foreign products.

T/F: Co-branding is when an existing brand extends to a new category with the same name.

False Co-branding is an alliance in which two brands are put together on a single product.

T/F: Interpretation occurs when a stimulus is placed within a person's relevant environment and comes within range of their receptor nerves.

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

T/F: Failure to consider negative reactions is a factor accounting for inconsistencies between measures of beliefs and feelings and observations.

False Failure to consider negative reactions is NOT a factor.

T/F: In cognitive learning, forgetting is often referred to as extinction.

False In cognitive learning, forgetting is often referred to as RETRIEVAL FAILURE.

T/F: PRIZM has identified 56 segments.

False PRIZM organizes its demographic classification system into 66 social and life stage groups.

T/F: Perceptual mapping techniques are designed to provide information on latent motives.

False PROJECTIVE TECHNIQUES are designed to provide information on latent motives.

T/F: Transient memory, also known as working memory, is the portion of the total memory that is currently in use.

False SHORT-TERM memory, also known as working memory, is the portion of the total memory that is currently in use.

T/F: Message appeal consists of trustworthiness and expertise.

False SOURCE CREDIBILITY consists of trustworthiness and expertise.

T/F: The length of an ad is a useful advertising tactic for communicating brand personality.

False The length of an ad is NOT a useful advertising tactic.

T/F: The need for ego defense is a type of cognitive preservation motive.

False The need for OBJECTIVICATION is a type of cognitive presentation motive.

T/F: Attempts to develop quantitative measures of lifestyle were initially referred to as demographics, which is also a term that is frequently used interchangeably with lifestyle.

False The terms psychographics and lifestyle are frequently used interchangeably.

T/F: The VALS segment known as Survivors are mature, satisfied, comfortable, and reflective.

False Thinkers are mature, satisfied, comfortable, and reflective.

T/F: Segmenting consumers based on their most important attribute(s) is referred to as attribute segmentation.

False This is called BENEFIT SEGMENTATION.

T/F: The online technology segment Apprentices are the most enthusiastic and heavy users of technology.

False Wizards are the most enthusiastic.

T/F: Advertorials are program-length commercials with an 800 number and/or Web address through which to order or request additional information.

False these are INFOMERCIALS

T/F: Instability (a core trait in the Five-Factor Model of Personality) is manifested by an individual being moody, temperamental, and touchy.

True

T/F: A positive mood during the presentation of information such as brand names enhances learning.

True A positive mood during the reception of information appears to enhance its relational elaboration.

T/F: Chunking occurs when a person organizes individual items into groups of related items that can be processed as a single unit.

True Chunking can greatly aid in the recall of information from memory.

T/F: Theories based on a utilitarian need view the consumer as a problem solver who approaches situations as opportunities to acquire useful information or new skills.

True Consumers may approach ads and salespeople as a source of learning for future decisions as well as for the current one

T/F: Research shows that the strongest predictor of brand engagement is materialism.

True Consumers with higher brand engagement like products better when the brand logo is prominently displayed on the product.

T/F: Expectations is an individual characteristic that influences interpretation.

True Expectations can lead to interpretation that is inconsistent with objective reality.

T/F: Imagery processing involves the recall and mental manipulation of sensory images, including sight, smell, taste, and tactile (touch) sensations.

True Imagery involves concrete sensory representations of ideas, feelings, and objects.

T/F: Clutter refers to the density of stimuli in the environment.

True In-store research suggests that cluttering the environment with too many point-of-purchase displays decreases the attention consumers pay to a given display.

T/F: Memory is the total accumulation of prior learning experiences.

True Memory is critical to learning.

T/F: A shift importance strategy is one technique marketers use to alter the cognitive component of a consumer's attitude.

True Most consumers consider some product attributes to be more important than others.

T/F: Motives that are known and freely admitted are called manifest motives.

True Motives that conform to a society's prevailing value system are more likely to be manifest than those are in conflict with such values.

T/F: An ad showing a person drinking a new beverage after exercise provides information about appropriate usage.

True Nonverbal ad content can also affect cognitions about a product.

T/F: Product involvement indicates motivation or an interest in a specific product category, and it can be temporary or enduring.

True Product involvement can be temporary or enduring.

T/F: Low self-monitors are consumers who do not place heavy weight on the opinions and feelings of others.

True Self-image doesn't matter much to consumers who are low self-monitors.

T/F: One way for a marketer to avoid memory interference is to avoid competing advertising.

True Some companies actually pay a premium to ensure this exclusivity.

T/F: Message framing occurs when marketers present one of two equivalent value outcomes either in positive (or gain) terms or in negative (or loss) terms.

True There are various types of message frames and the type of frame influences whether positive or negative framing is better.

T/F: Mary strives for a clear social position and is strongly influenced by the actions, approval, and opinions of others. For example, she purchased her new designer Gucci watch as a status symbol. Mary is driven by achievement motivation.

True These consumers are goal oriented and make choices to enhance their social position.