EXAM 2

Which of the following scenarios illustrates the cognitive component of a consumer's attitude toward an object?

A consumer believes that energy drinks are more effective than drinking a cup of coffee.

One common mechanism consumers used to cope with negative emotions triggered by a marketing situation is

avoidance.

True or false: Marketers design and position many products to reduce the arousal of unpleasant emotions.

True

What two situations make self-image congruity more likely to affect product choice? (Select all that apply.)

When value-expressive symbolism is critical to consumers When consumption is public or conspicuous

In the context of stimulus factors that affect attention, _____ refers to the manner in which a message is presented, and involves arranging items or elements to reduce competition for attention across items and elements.

format

In marketing, consumers are often required to make inferences, which

go beyond what is directly presented or stated.

True or false: In general, a complex presentation receives more attention than a simple, straightforward presentation because it provides more information to the consume

False

True or false: In general, a complex presentation receives more attention than a simple, straightforward presentation because it provides more information to the consumer.

False

True or false: Individuals are passive interpreters of all the messages they receive.

False

In the consumer context, relationship marketers are increasingly seeking to arouse the emotion of _____ which refers to emotional appreciation for benefits received.

gratitude

What is typically associated with increased consumer gratitude toward a firm?

greater sales and positive word of mouth

A term that is applied to activities that take place on each side of a person's brain is

hemispheric lateralization.

While motivations make consumer behavior goal directed and purposeful, _____ further guides and directs behaviors chosen to accomplish goals in various situations.

personality

In the text, the Las Vegas casino used PRIZM and learned that its core customers were found in three segments. What three things did the consumers in these segments have in common?

Affluent professionals Highly educated Enjoy travel

An individual's characteristic response tendencies across similar situations is known as

personality.

Which stage of processing occurs when the stimulus activates one or more sensory receptor nerves, and the resulting sensations go to the brain for processing?

Attention

Jordana and Heidi's refrigerator stopped working. They either have to buy an expensive new one or pay an exorbitant amount to get their current refrigerator repaired--but they would rather take a vacation with their savings. Which motivation conflict are they facing?

Avoidance-avoidance

What three conclusions have researchers reached about brand personality?

Brand personalities are often the basis for a long-term relationship with the brand. Consumers readily assign human characteristics to brands. Brand personalities create expectations about key brand characteristics.

Match the situational factors that affect attention paid to an advertisement (in the left column) to their appropriate descriptions (in the right column).

Clutter- This refers to the density of stimuli in the environment of the ad. This refers to the density of stimuli in the environment of the ad. Program involvement- This refers to the interest viewers have in editorial content surrounding the ad. This refers to the interest viewers have in editorial content surrounding the ad.

Match the types of interpretation (in the left column) to their definitions (in the right column).

Cognitive interpretation- Stimuli are placed into existing categories of meaning in this process. Stimuli are placed into existing categories of meaning in this process. Affective interpretation-Stimuli trigger emotional or feeling responses in this process. Stimuli trigger emotional or feeling responses in this process.

Which of these promotional efforts is using isolation as a way to attract attention to a product?

Delish-Cookies provides a stand-alone end-cap to grocery stores for its cookies to be displayed in.

Which multitrait theory is most commonly used by marketers?

Five-Factor Model

What is a key characteristic identified by the car maker Porsche as being similar across all buyers of Porsche cars?

High income

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

Information processing

What are three aspects of the interpretation process that are important to consider?

It is subjective and open to psychological bias. It can be a cognitive process or an affective process. It is a relative process,rather than absolute.

Which of these consumers is making an inference?

Jan saw an ad for a car and thought it would be great for camping trips because it was shown driving through a forest.

Which of these consumers is expressing a latent motive?

Jenni chose her wedding dress because secretly she felt it made her look sexy.

What can a marketer include in a radio ad that demonstrates using isolation to attract attention?

Moment of silence

Which individual factor of attention is created by consumer interests and needs?

Motivation

What are three methods consumers use to control their exposure to television ads?

Muting Zipping Zapping

Which cognitive preservation motive is a company taking into account when they use a well-known spokesperson in their advertising to make their product appear more credible?

Need for attribution

Match the types of long-term memory (in the left column) to their descriptions (in the right column).

Semantic memory matches Choice, This refers to the fundamental knowledge and feelings a person has about a concept. This refers to the fundamental knowledge and feelings a person has about a concept. Episodic memory matches Choice, This refers to the memory of a chain of events in which a person had participated. This refers to the memory of a chain of events in which a person had participated.

Position is a stimulus factor that affects attention because it refers to what aspect of a product?

Placement in physical space or time

The grocery store put all the low-sodium soups on the middle shelf which would put them directly in the shoppers' line of sight. Which stimulus factor is the grocery store considering as it tries to call attention to these soups?

Position

Which theory states that consumers react differently to situations depending on which broad set of motives is most important to them?

Regulatory focus theory

Match the dimensions that underlie emotions (in the left column) to the emotions that fall under them (in the right column).

pleasure matches affection, gratitude, serenity, faith, duty, and competence arousal interest, surprise, involvement, contempt, distraction, and déjà vu dominance helplessness, conflict, sadness, fear, guilt, and skepticism

What are two of the premises for Maslow's hierarchy of needs?

Some motives are more critical or basic than other motives. Genetic endowment and social interaction enable all humans to achieve a similar set of motives.

Match each processing stimuli to the way in which it can be characterized.

Stimulus discrimination matches Choice, Its absence causes the effect of spillover. Its absence causes the effect of spillover. Stimulus generalization matches Choice, This is also known as the rub-off effect. This is also known as the rub-off effect.

Match the sides of the brain (in the left column) to the processes they are primarily responsible for (in the right column).

The left side- Symbolic representation, sequential analysis, verbal information, the ability to be conscious, and other forms of rational thought Symbolic representation, sequential analysis, verbal information, the ability to be conscious, and other forms of rational thought The right side- Processing geometric, pictorial, timeless, nonverbal information, and other kinds of images and impressions Processing geometric, pictorial, timeless, nonverbal information, and other kinds of images and impressions

According to some researchers, what are the three basic dimensions that underlie all emotions?

pleasure arousal dominance

A person's expectations affect the process of interpretation.

True

What is an accurate description of brand extension and co-branding?

There must be a perceived fit between the two brands or the core brand and its extension

How do brightly colored labels, tall packaging, and unusual product shapes influence consumers to the benefit of marketers?

They attract attention and convey information about the product's size or volume.

What is an effect of advertisements that elicit positive emotions?

They increase brand preference.

How do situational characteristics affect the way consumers pay attention to an advertisement?

They provide context for the interpretation of an advertisement.

What factor is used to classify respondents in the VALS program?

primary motivation

Sanjay records his favorite television shows each week and fast-forwards through the commercials when he watches them. What is Sanjay using to control his media exposure?

Zipping

Which of the following best illustrates the behavioral component of an attitude?

a consumer's decision to purchase a certain truck model due that consumer's brand preference

_____ refers to the possibility and ease with which information can be recovered from long-term memory.

accessibility

For products with low consumer involvement, what can marketers do to increase their sales?

advertise their products in reputable media that their target market is interested in

The main tasks associated with _____ are to capture attention and convey meaning.

advertising

Which type of ad is likely to receive the most attention from a consumer?

an advertisement with attractive visuals

Allyson is craving Italian food, but she only has money for either a pizza or lasagna, both of which are equally appealing to her. Which motivational conflict is she facing?

approach-approach conflict

There are many boxes of toothpaste on store shelves. When a consumer notices one box in particular and picks it up to read about it, that consumer is in the _____ stage of perception.

attention

Emotional advertisements enhance persuasion by increasing which of the following?

attention toward the ad product liking through classical conditioning processing of the ad

Natalie fondly remembers going to see the decorated windows at Macy's during the holiday season and all the shopping trips she made there with her Mom. To this day, Macy's remains one of Natalie's favorite stores. Natalie's reaction to Macy's reflects her

attitude

Packaging in bright colors and unusual shapes can accomplish what three tasks for marketers?

attract attention influence consumption convey meaning

What is an example of contextual cues that influence the interpretation of an advertisement?

background color and the nature of programs surrounding an ad

The VALS systems suggests that while language and other differences exist, individuals in different cultures pursuing certain lifestyles should

be responsive to communication themes and product features suitable to that lifestyle.

A set of human characteristics that become associated with a brand is known as

brand personality.

How can marketers increase the attention paid to an advertisement when program involvement is low?

by improving the ad quality

How do celebrity endorsers build brand personality?

by transferring their characteristics and meanings to the brand

Advertisements must perform which two critical tasks?

capture attention convey meaning

Bedrock is a famous wrestler who stars in advertisements for a company's all-terrain vehicle brand in order to lend a rugged image to the brand. In this example, Bedrock is a(n)

celebrity endorser.

What are the two basic forms of conditioned learning?

classical and operant

The way consumers think and behave in reaction to a stress-inducing situation in order to reduce stress and achieve more desired positive emotions is known as

coping

A retail strategy in which marketers promote products by placing signage near their complementary products In another area of the store is known as

cross-promotion.

Placing a sign for salsa near the taco chip aisle is an example of

cross-promotion.

The willingness to purchase a particular product or service is known as _____, and it is created by marketers.

demand

Using attractive visuals in an advertisement for a brand might _____.

draw attention away from the brand

Which form of marketing displays is likely to draw the most attention to itself?

dynamic digital signage

Infomercials are more likely to be viewed by ______, which causes them to increase the likelihood of word-of-mouth communications about a product or brand.

early adopters

What do marketers use to enhance the attention, attraction, and maintenance capabilities of advertisements?

emotional content

Intense and relatively uncontrolled feelings that affect an individual's behavior are known as .

emotions

The strong, relatively uncontrolled feelings that affect behavior are called

emotions.

Consumers high in _____ are more likely to be conservative, reject foreign-made products, and be less open to other cultures.

ethnocentrism

Acute memory for the conditions surrounding a novel and astonishing event is known as a(n) ______ memory.

flashbulb

What are the three basic approaches marketers use to directly increase the affective component of a consumer's attitude toward their products?

increasing the tendency to like an ad or website increasing the mere exposure of the brand classical conditioning

Program-length television commercials with a web address and/or a toll-free number through which a person can order or request additional information are known as

infomercials

Which of the following factors account for inconsistencies between measures of consumer beliefs and feelings toward a product and observations of actual consumer behavior?

interpersonal and situational influences on a consumer weak consumer beliefs and affect

The assignment of meaning to a sensation, such as a scent or taste, is called

interpretation.

A motivational state caused by consumer perceptions that an advertisement, product, or brand is relevant or interesting is known as

involvement.

Identify the factors that account for inconsistencies between measures of consumer beliefs and feelings toward a product and observations of actual consumer behavior. (Select all that apply)

lack of need or ability interpersonal and situational influences relative attitude toward competing products

Which of the following are negative consequences that can result from comparative ads for a sponsor brand? (Select all that apply)

lower believability positive response toward a brand's competitor lower attitude toward the ad and brand

The continual repetition of a piece of information in order to hold it in current memory for use in problem solving or to transfer it into long-term memory is referred to as

maintenance rehearsal.

Karla buys Slim-Fit Jeans because she likes the way they fit. Her reasoning is an example of a _____ motive.

manifest

Going to the store to buy yarn because you are interested in knitting a scarf is an example of which individual factor of attention?

motivation

Match McGuire's cognitive preservation motives (in the left column) to their characteristics (in the right column).

need for consistency -This is active and internal. This is active and internal. need for attribution -This is active and external. This is active and external. need to categorize -This is passive and internal. This is passive and internal. need for objectification - This is passive and external. This is passive and external

Match McGuire's cognitive preservation motives (in the left column) to their descriptions (in the right column).

need for consistency -people's need to have all facets of themselves uniform with one another, with a common motive being cognitive dissonance need for attribution -people's need to determine what or who causes the things that happen to the - people's need to organize the vast array of experiences and information they encounter in a meaningful and manageable way need for objectification -people's need for observable symbols and cues that enable them to infer what they know and feel

According to the adaptation level theory, people

pay less attention to a stimulus that doesn't change.

The first three stages of the information process, which are attention, interpretation, and exposure, constitute

perception

Match the types of motives in regulatory focus theory (in the left column) to their descriptions (in the right column).

promotion-focused motives - These motives are related to consumers' hopes and aspirations and center on a desire for growth and development. prevention-focused motives - These motives are related to consumers' obligations and sense of duties and center on a desire for safety and security.

Marketers worry about their product promotions becoming familiar to consumers because the

promotions will no longer contrast a consumer's expectations and attract attention.

An artful deviation or unexpected twist in the way a message is communicated either visually in an advertisement's image or verbally in an advertisement's headline or text is called a

rhetorical figure.

Rhymes, puns, and metaphors used in an advertisement are examples of

rhetorical figures.

A match between the self-concept of a target market, the characteristics of an advertising spokesperson, and the image of a brand can be projected by the _____ to measure self-concept of individuals.

semantic differential approach

One premise that Maslow based his hierarchy of needs on is

some motives are more basic or critical than others.

When competing brands are functionally comparable in a competitive situation, brands with _____ cues in its advertising are preferred by highly involved consumers.

strong peripheral

What two things need to be considered by marketers for a target market with multiple motives?

the extent to which more than one motive is significant whether a motive is latent or manifest

In the context of emotion reduction as a product, why are food and alcohol often consumed harmfully?

to reduce stress

A marketer is more likely to increase the consumers' feelings of arousal and excitement with an advertisement that

uses warm and bright colors.