CS 657 EXAM 1

True or False: When processes are low, attitudes can be formed based on a few simple beliefs

TRUE

True or False: Taxonomic category is how consumers group objects in an orderly way based on their similarity

True BONUS: What are the various ways: • Graded structure - items vary in how well they represent the category • Hierarchical structure - organizing items in progression, broad to narrow • Correlated associations - "Natural" food claims = Healthy food

True or False: Packaging can be an important retrieval cue for food products.

True BONUS: provide an example of a how packaging might serve as a retrieval cue.

What are THREE Cognitive Models of Attitude Formation?

1. Elaborating on an experience 2. By analogy 3. Individual values

Name THREE message strategies?

1. One-sided messages 2. Two-sided messages 3. Comparative message

What are THREE characteristics of communication that influence attitudes?

1. source 2. Message 3. Message context & repetition

What is meant by comprehension?

Identifying the stimulus understanding the message

What is the Theory of Reasoned Action (TORA/TRA) Model?

expanded view of how, when, and why attitudes predict behavior

True or False: If two cars are the same price, then price is not diagnostic, or useful, when consumers are making a decision.

true

True or False: Online consumer reviews have a significant effect on sales of brands that enjoy strong brand equity.

true

What are the two systems as described by Daniel Kahneman in Thinking, Fast and Slow?

A dual process theory provides an account of how thought can arise in two different ways, or as a result of two different processes. Often, the two processes consist of an implicit (automatic), unconscious process and an explicit (controlled), conscious process.

Indicate the correct response: _____ is a process that involves consumers becoming bored with a stimulus. a. Attrition b. The mere exposure effect c. The deactivation effect d. Wearout e. Closeness

d. wear out

True or False: Confirmation bias is related to the concept of selective perception.

true

Which of the following are applications of Consumer Behavior? a. Product development b. Brand positioning c. Pricing d. Distribution e. All of the above

All of the above

What is the priming effect ?

An implicit memory effect in which exposure to a stimulus influences a response to a later stimulus

What are different types of need conflicts? (select all that apply) a. Approach-avoidance conflict b. Avoidance-approach c. Approach-approach conflict d. Avoidance-avoidance conflict e. Approach-assimilate

Approach-avoidance conflict Approach-approach conflict Avoidance-avoidance conflict

What are characteristics of attention? (select all that apply) Attention is limited Attention must be selective Attention can be divided Attention is effortless Attention is consistent

Attention is limited Attention must be selective Attention can be divided

What are types of retrieval cues?

Brand name Logos Package Images Familiar branding and typefaces

What are taxonomic categories and how do consumers use them to structure knowledge in memory?

Classifying objects in memory in an orderly, often hierarchical way, based on their similarity to each other Diet sodas Light beer Liquid dish soap

What are factors associated with retrieval failures? (select all that apply) a. Decay b. Interference c. Primacy effect d. Recency effect e. Salience

Decay Interference Primacy effect Recency effect

What is meant by source identification?

Determining what perceived stimulus actually is, such as if it is a marketing message. SI helps us rapidly determine which stimulus are relevant to us For example, when exposed to a page in a magazine, we often automatically ask ourselves, is this an ad or something else? Techniques make it harder for consumers to determine if it is a marketing message or not including: ‒ Product Placement ‒ Advertorial ‒ Informercials ‒ Social media messages (consumer generated vs. marketing sponsored)

What are the different stages involved in the process of decision making? a.Problem recognition b.Information search c.Decision-making d.Post purchase evaluation e.All of the Above

E. all of the above

Marcus wants to buy a new car. List the external sources that he can use to search for information.

Edmunds Consumer Reports Automobile websites Search engines Dealers Others

What is Appraisal theory?

Emotions are determined by how we think about the situation/outcome and its relevance to goals

What is Ethnography?

Ethnography is the study of people usually done in a persons home. Involves one on one in-depth interviews. It is designed to explore in-depth about the person from a holistic perspective, studying all aspects of their lives.

True or False: Consumers will search the same information sources no matter what stage of the search process they are in.

False Consumers typically start with internal search, their memories, involving a variety of information, emotion and experiences. Four major types of information recalled: brands, attributes, our evaluations, and experiences. External search, outside sources, starts when internal is exhausted, prepurchase and ongoing search.

True or False: According to Maslow, people generally fulfill higher-order needs before they fulfill lower-order needs.

False Maslow groups needs into a hierarchy of 5 categories. People generally fulfill lower order needs such as food, water, sleep, before higher order needs, such as social, egoistic or self actualization.

True or False: Unlike taxonomic categories, goal-derived categories exhibit graded structure

False Taxonomic categories are grouping of objects in an orderly, often hierarchical way, based on their similarity to one another. Fairly stable Goal derived categories contains objects that share the same overall goal, even though they may belong to different taxonomic categories. More dynamic

True or False: Echoic memory is sensory memory of things we see

False - Sensory memory of things we hear

Distinguish between high-effort vs low-effort behavior and provide one example of each.

High effort involves considerable effort, a willingness to spend time and money. ‒ Examples include buying a car, house or planning a vacation Low effort is very little effort and is often done subconsciously. Often characterized by the use of short cuts. ‒ Examples include shopping for food, household products or walking

What are consumer inferences?

Inferences - conclusions consumers draw or interpretations they form based on a message, name, logo or whole mktg mix. Examples: Brand names and symbols Product features and packaging −Product attributes −Country of origin −Package design Price

What is meant by differential thresholds such as Just Noticeable Difference (JND)?

Intensity difference needed between two stimuli before they are perceived to be different

What are some differences between knowledge content and knowledge structure.

Knowledge content is information we have already learned and stored about brands, products, experiences... Knowledge structure is how we organize knowledge in memory

Explain how moods affect attitude formation

More likely to like or dislike something if in a good or bad mood. Consumers in a good mood with a tentative preference tend to ignore negative info about the brand. A good mood can also act as a resource by increasing elaboration and helping consumers think creatively, seeing relationships among brands. EX: Ad after a happy ending movie? Or the super bowl example, winner city showed more positive attitudes toward the ad than the loser city

What is Motivated Reasoning and give an example?

Motivated Reasoning: Processing information in a way that allows consumers to reach the conclusion they want to reach, whether true or not ‒ Example of Motivated Reasoning is Confirmation Bias, seeking information that supports own conclusion

Which of the following are drivers of motivation? (select all that apply) a. Needs b. Distribution c. Goals d. Personal relevance e. Pricing

Needs Goals Personal relevance Values

What are some factors that influence visual perception? a. Package size and shape b. Distinctive lettering/font c. Color d. Aroma e. Sound

Package size and shape Distinctive lettering/font Color Appearance of being new or worn

What is meant by peripheral route to persuasion?

Peripheral route to persuasion: Focusing on other, more simple aspects rather than the key message arguments Peripheral cues: Easily processed characteristics of a message, such as source or visuals

What are some factors that influence exposure? a. Position of an ad b. Name c. Product distribution d. Shelf placement e. Price

Position of an ad Product distribution Shelf placement

What are the two types of data? (select all that apply) a. Primary b. Secondary c. Tertiary d. Initial e. All of the above

Primary Secondary

What are the two broad methods of research? (select all that apply) a. Quantitative b. Qualtrics c. Qualquant d. Qualitative e. All of the above

Quantitative Qualitative

How can public policy decision makers, advocacy groups, and marketing managers use consumer research?

Research supports a consumer-oriented view for any organization and can help companies improve experiences and strengthen relationships.

What is subliminal perception?

Stimuli presented below the perceptual threshold ‒ Example: Movie theater "Eat popcorn. Drink Coke" fabricated study or fraudulent

What is the mere exposure effect?

Tendency to prefer familiar objects. Through repeated exposure we become familiar and come to like the object. Also reduces uncertainty.

What is meant by Thin-slice judgements?

Thin-slice judgments: Evaluations made after very brief observations, e.g., quick impressions of people or products

Why are we thought to be overconfident?

We prefer good stories​ ​where people's skills lead them to the​ ​right choices because that makes sense​ ​to our minds.​ ​Although luck is often a key reason for​ ​success without an event or story we use​ ​scant information and evidence to create​ ​one satisfying our need for coherence.​ ​Simply put we ignore our ignorance.

What is the endowment effect?

What you already possess is more valuable to you Hypothesis that people ascribe more value to things merely because they own them

What are some examples of Selective Exposure? (select all that apply) a. Zipping b. Zapping c. Cord-cutting d. Channel surfing e. Binge watching

Zipping: Fast-forwarding through ads Zapping: Switching channels during ads Cord-cutting - Streaming over cable/satellite television

The speaker at the Tomarao Enterprises sales seminar asked her audience "Would you like to be financially independent before the age of 50?" This is best thought of as an example of using _____ to elicit self-referencing. a. A rhetorical question b. Emotional appeals c. Visual branding d. Body feedback e. A teaser

a. A rhetorical question

Indicate the correct response: _____ is the portion of memory where incoming information is encoded or interpreted in the context of existing knowledge, and kept available for more processing a. Working memory b. Dynamic memory c. Coded memory d. Characteristic memory e. Static memory

a. working memory

What are different techniques used to enhance memory? 1. Chunking 2. Rehearsal 3. Recirculation 4. Elaboration 5. All of the above

all of the above

Indicate the correct response: A(n)_____ is the inner struggle about which offering to acquire when each can satisfy an important but different need. a. approach-avoidance conflict b. approach-approach conflict c. closed-sided contradiction d. open-sided contradiction e. avoidance contradiction

b. approach-approach conflict

_____ represents a somewhat higher, more meaningful level of processing than simply having stimuli register on consumers' sensory receptors. a. Source identification b. Selective exposure c. Perceptual organization d. Zipping e. Zapping

c. Perceptual organization

Which of the following statements is true of acquisition behavior? a. Attitudes toward materialism, status, and self-concept do not play a role in acquisition behavior. b. Consumers tend to procrastinate in redeeming coupons and gift cards when deadlines are close. c. Ways of obtaining goods and services include renting, leasing, trading, and sharing. d. Disposition represents one type of acquisition behavior. e. Acquisition behavior of one customer cannot be linked with disposition behavior of another customer.

c. Ways of obtaining goods and services include renting, leasing, trading, and sharing.

Jude wants to purchase a new mouse for his computer. He wants it to be ergonomic, functional, and durable. He invests considerable time and energy before making a decision. This is an example of _____. a. A disposition method b. Long-term memory retrieval c. A high-effort decision d. Postdecision evaluation e. Diffusion of ideas

c. a high-effort decision

_____ is the tendency to show greater memory for information that comes first in a sequence. a. Ascendency b. Recency c. Primacy d. Dormancy e. Occupancy

c. primacy

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

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

In the context of attitudes, which of the following describes how attitudes influence consumers' behavior? a. Affective involvement b. Cognitive function c. Emotional contagion d. Connative function e. Affective function

d. connative function

To which of the following industries & groups is consumer behavior relevant? a.Marketing managers b.Ethicists and advocacy groups c.Public policy makers and regulators d.Friends & family e.All of the above

e. all of the above

What are examples of perceived risk of buying & consumption? a. New offering b. High price c. Complex technology d. Brand differentiation e. All of the above

e. all of the above

What are ways of attracting attention in marketing communication, such as advertising? a. Personal relevance b. Pleasantness c. Element of surprise d. Easy to process e. All of the above

e. all of the above

Which of the following are characteristics of needs? a. Internally or externally activated b. Dynamic c. Exist in hierarchy d. Can cause conflict e. All of the above

e. all of the above

Which of the following are different aspects of felt involvement? a. Enduring b. Situational c. Cognitive d. Affective e. All of the above

e. all of the above

Indicate the correct response: _____ means coming into physical contact with a stimulus. a. Inference b. Motivation c. Ability d. Opportunity e. Exposure

e. exposure

What are attitudes, and what three functions do they serve?

evaluations or impressions of an object, person, issue or action that is enduring and relatively global. Three functions: Cognitive - affecting our thoughts Affective - affecting our emotions Connative -affecting our behavior

What are the general approaches to attitude formation and change? (4)

high effort (central route processing) or low effort (peripheral route processing) and cognitive or affective.

Indicate the correct response: Brands viewed as the best examples of a product category are called _____.

prototypical brands

What are the two forms of explicit memory that are key concepts in marketing and advertising? a. Recognition b. Intuition c. Recall d. Remembering e. Logic

recognition recall

What are the three types of memory? Sensory memory Working memory Long-term memory Short-term memory Visual memory

sensory, short term, long term

True or False Imagery vastly improves the amount of information that can be processed and stimulates future choice.

true

True or False: Culture refers to the typical or expected behaviors, norms, and ideas that characterize a group of people.

true

What is sonic identity?

use of specific sounds to identify a brand

What are the characteristics of system 2?

• Allocates attention​ ​to mental activities that demand effort • Concentration • Does not function​ ​well with distraction • Has trouble​ ​juggling several activities that take​ ​mental effort • Slow • Deliberate

What are the characteristics of system 1?

• Automatically and quickly with no sense of voluntary control • Little or no effort • Mood or feeling affects the operation of system • Fast • Prone to biases

What factors influence affective attitudes?

• Communication sources: Physical attractiveness, likability, and celebrity • Message: Pleasant pictures, Music, Humor, Sexual Appeal, Emotional content, Context