Exam 3 Consumer Behavior

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A typical antecedent state that a consumer might experience as he or she approaches the purchase environment is ________. A) time pressure B) sales interactions C) product disposal D) point-of-purchase stimuli

A

According to a major study of more than 1,000 commercials, the single most important factor in whether a commercial will be persuasive is whether the communication ________. A) stresses a unique attribute or benefit of the product B) employs a sexual symbol or suggestion C) provides specific price information D) features a credible spokesperson

A

According to the ________ hierarchy, the consumer considers purchases based on an attitude of hedonic consumption (such as how the product makes him or her feel or the fun its use will provide). A) experiential B) habitual C) low-involvement D) standard learning

A

Do sex-related ads work? Which of the following best answers this question? A) Overall, the use of a strong sexual appeal is not very well received. B) They outperform all other appeal formats. C) They are most effective when they attempt to "trick" the consumer into paying attention. D) There is no data to answer the question.

A

In general, people from which of the following cultures have typically been shown to wait the most patiently while standing in a long line? A) Asian B) French C) American D) Italian

A

M-commerce most likely takes place through ________. A) cell phones B) billboards C) radio satellite D) TV

A

Most Americans will state that they are always rushed for time even though many people have opportunities for leisure. This perception is referred to as ________. A) time poverty B) the leisure paradox C) psychological time D) circular time

A

Most messages merely present one or more positive attributes about a product or reasons to buy it. Which of the following best describes this approach to communicating a message? A) supportive arguments B) countervailing arguments C) refutational arguments D) direct arguments

A

Others who are present in a consumer's physical and social environment when purchases are made are called ________. A) co-consumers B) by-standers C) purchase competitors D) challengers

A

Physically attractive people are perceived as smarter, cooler, and happier than average people. These perceptions are a result of a ________. A) halo effect B) principle of cognitive dissonance C) balance theory D) self-perception theory

A

Researchers agree that there are various levels of commitment to an attitude. The highest level of involvement is ________. A) internalization B) identification C) compliance D) actualization

A

Tara was shopping for a new pair of shoes for work. The salesperson was very helpful and friendly, bringing Tara some styles she hadn't thought to try on but that she ended up really liking. Noticing Tara's University of Wisconsin tee-shirt, the salesperson said that she was a student there. Tara ended up buying three pairs of shoes rather than the one pair she had planned on. Tara's experience shows the effect of ________ on consumer behavior. A) salespeople B) atmospherics C) retail theming D) reward power

A

The ________ function of attitudes applies when a person is in an ambiguous situation and needs order, structure, or meaning. A) knowledge B) utilitarian C) value-expressive D) ego-defensive

A

The balance theory perspective involves relations among three elements (a triad). Which of the following is one of the elements of the triad? A) a person and his or her perceptions B) the marketer and its strategy of image building C) a person's beliefs D) subconscious motives

A

Which theory of attitudes states that people are motivated to take action to resolve inconsistencies between attitudes and behaviors? A) theory of cognitive dissonance B) self-perception theory C) social judgment theory D) balance theory

A

32) According to the two-factor theory, the net effect of being exposed repeatedly to the same message is a combination of ________. A) argument and counter-argument B) learning and tedium C) compliance and non-compliance D) affect and cognition

B

A ________ orientation dimension distinguishes between people who prefer to do one thing at a time and those who have multitasking timestyles. A) social B) polychronic C) planning D) temporal

B

A store environment that has been made to resemble a living room where customers can relax, hang out with friends, or even learn is referred to as a(n) ________. A) marketscape B) being space C) mindscape D) activity space

B

An active attempt to change attitudes is called ________. A) behavior modification B) persuasion C) communication D) cognition

B

Do fear appeal ads work? Which of the following best answers this question? A) They work well if the threat is very weak. B) They work if the threat is moderate and when a solution to the problem is presented. C) They work if the threat is high and vividly elaborated. D) There is no data to answer the question.

B

In the communications model, the element in which the message originates is the ________. A) medium B) source C) message D) consumer

B

Julie Morgan loves to go into Springer's Old Country Gifts. It always smells like a field of spring flowers. The lighting gives all the products a warm glow, and the mood music is just perfect for casual browsing. After her visit to the store, Julie is always in a better mood. Springer's Old Country Gifts has attracted Julie with its ________. A) store position B) atmospherics C) subliminal cues D) marketscape theme

B

One of the most important in-store factors is the salesperson. This influence can be understood in terms of ________ theory, which stresses that each participant gives something to the other and hopes to receive something in return. A) gestalt B) exchange C) gemba D) satisfaction/dissatisfaction

B

Public hearings are being held to discuss whether a new nuclear power plant should be built. An expert on nuclear plants testifies that modern safeguards make the plant secure from dangerous accidents. A local woman states that she knows nothing about nuclear power, but the idea of having a plant nearby frightens her and her children. Which of the two parties has the most immediate ability to change attitudes of the audience? Considering the sleeper effect, what will likely happen over time? A) The expert will have the most ability to change attitudes, and his influence will be maintained even weeks later. B) The expert will have the most ability to change attitudes, but his influence will decrease over time as the woman's argument gains force. C) Because the local woman is most like the other people in the meeting, her opinion will have the most immediate influence, but over time the expert's opinion will gain force. D) The woman's opinion will be more likely to influence the audience initially, and her influence will extend into the future.

B

Some theorists have proposed a model that focuses on studying consumer goals as a way to explore attitude formation. According to this model, what consumers believe they have to do to attain their goals would also be part of any evaluation of attitudes. Which of the following theories would be most closely linked to the statements above? A) theory of reasoned action B) theory of trying C) theory of direct response D) rejection theory

B

Source ________ refers to the message source's perceived social value. A) valence B) attractiveness C) class D) hierarchy

B

The ________ route to persuasion is taken when the receiver is not really motivated to think about the arguments made in a communication message. A) central B) peripheral C) dual D) subconscious

B

The capacity to alter the actions of others is referred to as ________ power. A) publicity B) social C) second-order D) behavioral

B

The functional theory of attitudes was initially developed to explain how ________. A) people identify with products B) attitudes facilitate social behavior C) attitudes are learned from family and friends D) attitudes change over an individual's lifetime

B

The psychological dimension of time or how it is experienced is an important factor in what mathematical study? A) polychronic activity B) queuing theory C) temporal tasking D) physical metrics

B

The source of a message has an impact on whether the message will be accepted or not. Two particularly important source characteristics are ________. A) culture and ethnicity B) credibility and attractiveness C) credibility and recency D) attractiveness and recency

B

The theory of cognitive dissonance is based on the ________. A) knowledge function B) principle of cognitive consistency C) principle of cognitive-affect conflict D) self-identification function

B

What do the "A, B, Cs" of the ABC model of attitudes stand for? A) attitude, business, and consumption B) affect, behavior, and cognition C) assumptions, best practices, conditions D) approval, behavior, context

B

Which of the following attitude functions is associated with a focus on particular social identities and lifestyles (e.g., "What sort of man reads Playboy?")? A) utilitarian B) value-expressive C) ego-defensive D) knowledge

B

Which of the following is an example of utilitarian influence? A) An individual seeks information about various brands from a professional. B) An individual's decision to purchase a particular brand is influenced by the preferences of family members. C) An individual feels that the purchase of a particular brand will enhance the image others have of her. D) An individual seeks brand-related knowledge and experience from friends, neighbors, colleagues, and relatives who have reliable information about the brand.

B

Which of the following theoretical models measures attitude toward the act of buying (Aact), rather than the attitude toward only the product itself? A) the theory of cognitive dissonance B) the theory of reasoned action C) the balance theory D) the theory of trying

B

________ is the conscious designing of retail space and its various dimensions to evoke certain effects in buyers. A) Pretailing B) Atmospherics C) Market-landscaping D) Store image

B

A ________ includes a buyer, a seller, a product or service and other factors, such as how the physical environment makes one feel. A) postpurchase process B) purchase process C) consumption situation D) psychological situation

C

A marketing study found that respondents believed that a dark-haired model would be more effective in selling gold jewelry than a blond-haired model would be if the dark-haired model was not perceived to be ethnic. What two ideas of using celebrities as communication sources are most likely to be at work here? A) Celebrities should be attractive, but not too attractive. B) The celebrity's image should match that of the product, and blond-haired models are too common for the exclusive image of gold. C) The celebrity's image should match that of the product and should embody cultural meaning. D) The celebrity's image should embody cultural meanings that contrast with the product's cultural stereotypic image

C

A politician attempts to gain support for her campaign for mayor by releasing a poll showing that almost 70 percent of the city's voters support her position on property taxes. What basic psychological principle is the politician using to persuade voters that she should be the next mayor? A) consistency B) authority C) consensus D) liking

C

A study found that women who engage in extensive information search and comparison shopping were most likely to select which of the following metaphors to express their perspective of time? A) Time is a pressure cooker. B) Time is a river. C) Time is a map. D) Time is a feast.

C

A(n) ________ is an actual or imaginary individual or group conceived of having significant relevance upon an individual's evaluations, aspirations, or behavior. A) opinion group B) demographic group C) reference group D) focus group

C

In a(n) ________, consumers participate in the production of the products or services they buy. A) pop-up store B) minipreneur shop C) activity store D) sharing site

C

In-store shopping has become extremely important in today's highly competitive retail environment. It has been estimated that about ________ of supermarket purchases are decided in the aisles as consumers shop. A) one-quarter B) one-half C) two-thirds D) four-fifths

C

Kanisha is confronted with a strange set of products during her most recent visit to the cosmetics counter at her favorite department store. Urban Grunge nail polish is "hot, hot, hot" according to recent ads. Kanisha likes the idea of a new nail polish but is unsure about the image that might be projected by the dull colors of the nail polish line. With such names as Street Slime, Garbage Goo, and Trash Can, caution might be the right move. Which of the following attitude functions most closely matches Kanisha's purchase decision? A) utilitarian function B) elaboration function C) ego-defensive function D) knowledge function

C

Rick Tuan has a unique problem. He must persuade a good friend to stop smoking. He knows that if he just says "Quit," his message will be rejected. Instead, Rick chooses to offer a ________ message in which he presents the positives and negatives of quitting smoking. He feels sure that this approach will have a greater likelihood of success with his friend. A) supportive B) low-involvement C) two-sided D) refutational

C

Simi Ghandi is never quite sure which brand of gum to buy. She tries some, likes some, and rejects some. However, through a process of behavioral learning she does remember those brands that taste good and make her mouth feel fresh. The problem is that she cannot often remember the brands that are not so good and often repeats purchasing mistakes. "Oh well," says Simi, "gum buying is not that big of a deal anyway." Which of the following hierarchies would best describe Simi's situation? A) standard learning hierarchy B) experiential hierarchy C) low-involvement hierarchy D) habit hierarchy

C

The Berry and Dale advertising agency has proposed a new campaign for Bayer Aspirin to overcome the public's tendency to "tune out" Bayer commercials. The proposed technique involves creating ten different 15-second spots that all demonstrate reasons for using Bayer Aspirin. Which of the following theories of message communication is the agency trying to account for in its proposal for Bayer Aspirin? A) the trait-factor theory B) the balanced communication theory C) the two-factor theory D) the theory of reasoned action

C

The World Gold Council recently launched the "Lost Ring Hunt" with a billboard in Times Square announcing that a woman lost her gold wedding band. Viewers of the ad are encouraged to follow Twitter to discover clues that will help them find the lost ring. The first person to identify the location of the ring will win a cash prize and a trip to New York City. The "Lost Ring Hunt" is an example of a(n) ________. A) virtual world B) widget C) alternate reality game D) broadcast medium

C

The ________ hierarchy assumes the consumer does not initially have a strong preference for one brand over another. Instead, a consumer acts on the basis of limited knowledge and then forms an evaluation only after the product has been purchased or used. A) experiential B) habitual C) low-involvement D) standard learning

C

The perception of time is different in different cultures. It would likely be most accepted for employees to be paid by the hour in a culture with which of the following perceptions of time? A) river B) map C) pressure cooker D) mirror

C

What is the first step in the standard learning hierarchy approach? A) affect B) intentions C) cognition D) behavior

C

Which dimension of psychological time includes the categorization of "time for me"? A) temporal orientation dimension B) planning orientation dimension C) social dimension D) polychronic dimension

C

Which of the following best describes the findings of research on using two-sided messages to communicate with consumers? A) Two-sided messages are widely used and are very effective in reaching target audiences. B) Two-sided messages are cost-prohibitive. C) Two-sided messages can be quite effective, yet marketers rarely use them. D) Two-sided messages are no different from one-sided messages and are used equally by marketers.

C

Which of the following is an unpleasant psychological state? A) density B) arousal C) crowding D) expectancy

C

Which of the following is considered a postpurchase process? A) the shopping experience B) mood C) consumer satisfaction D) shopping orientation

C

Which theory of attitudes assumes that people assimilate new information about attitude objects in light of what they already know and feel, using an initial attitude as a frame of reference to categorize new information? A) theory of cognitive dissonance B) multiattribute theory C) social judgment theory D) self-perception theory

C

Wynona was impulsive. Her friends accused her of being calculating, but she thought of herself as simply an analytical thinker. She wanted what she wanted and tomorrow could take care of itself. Researchers would classify her as being a hedonic variety-seeker. Which of the following time metaphors would best capture Wynona's perspective of time? A) Time is a pressure cooker. B) Time is a map. C) Time is a feast. D) Time is a mirror.

C

________ refers to a strategy in which a message compares two or more specifically named or recognizably presented brands and evaluates them in terms of one or more specific attributes. A) Cognitive differentiation B) Emotional appeal C) Comparative advertising D) Conclusion advertising

C

A company wants to persuade a customer to buy its products. If the consumer is characterized as having a high degree of involvement with products that are sold by the company, what route to persuasion will the company most likely take? A) a parallel route B) a peripheral route C) a circular route D) a central route

D

A coupon-dispensing machine in a grocery aisle and an employee handing out free samples of a new product are both examples of ________. A) pretailing B) retail theming C) shopping orientations D) POP stimuli

D

A(n) ________ is a lasting, general evaluation of people (including oneself), objects, advertisements, or issues. A) principle B) belief C) theory D) attitude

D

According to a study on timestyles, which of the following is a fast country? A) Syria B) Mexico C) Brazil D) Ireland

D

According to the basic ABC model of attitudes, ________ refers to the beliefs a consumer has about an attitude object. A) affect B) conditions C) approval D) cognition

D

According to the consumer behavior model presented in the text, the ________ includes the shopping experience, point-of-purchase stimuli, and sales interactions. A) antecedent state B) postpurchase process C) cognitive process D) purchase environment

D

All multiattribute attitude models specify the importance of three elements. Two of those elements are attributes and beliefs. What is the third element? A) action variables B) motivations C) recency of events D) importance weights

D

Elements in television commercials have positive and negative effects. Which of the following characteristics is most likely to have a positive effect? A) extensive information about components, ingredients, or nutrition B) an outdoor setting with the message as part of the setting C) a large number of on-screen characters D) demonstration of product in use

D

Elizabeth created a print ad in which the coach of a football team was shown standing out in the middle of a hay field. The text read, "UNR's Coach Roberts . . . outstanding in his field." Elizabeth was using a literary device called ________. A) metaphor B) simile C) allegory D) resonance

D

Innovative merchants have turned to retail theming to provide new ways to stimulate and encourage consumers during their shopping experience. A retailer that uses a simulated outdoor environment (such as a fishing pond with real fish) to attract outdoor enthusiasts to the retail store is using a ________ theme. A) marketscape B) cyberspace C) mindscape D) landscape

D

Reference groups influence us in three ways. These influences include informational, utilitarian, and ________ dimensions. A) reputational B) descriptive C) knowledge D) value-expressive

D

Roger was really angry when Coca-Cola attempted to switch from its older formula to New Coke. He wrote letters to Coca-Cola, talked to friends, called the local bottler, attempted to hoard "old Coke," and complained to the local grocery store manager. In this example, which degree of commitment would be most closely associated with Roger and his attitudes? A) compliance B) identification C) information acquisition D) internalization

D

The day reconstruction method requires a respondent to ________. A) dispose of any unused product during a specified period of time B) keep a record of everything he or she recycled during the month C) try to remember what he or she did a month ago on the same day of the week D) keep a diary of everything he or she did during the day

D

The fine line between familiarity and boredom has been explained by the ________, which proposes that two separate psychological processes are operating when a person is repeatedly exposed to an ad. A) balance theory B) repetition theory C) halo theory D) two-factor theory

D

What does the sleeper effect suggest about source credibility? A) If a receiver is not paying attention, a message cannot be effective. B) Many people can learn the important parts of a message even when asleep. C) The effectiveness of a message will increase over time. D) The effectiveness of positive sources over negative sources can be erased over time.

D

What form of marketing is based on the premise that a marketer will be much more successful when he communicates with consumers who have already agreed to listen to him? A) segmented marketing B) behavioral targeting C) e-commerce marketing D) permission marketing

D

Which theory of attitudes assumes that people use observations of their own behavior to determine what their attitudes are? A) theory of cognitive dissonance B) balance theory C) social judgment theory D) self-perception theory

D

According to the definition given in the text, the object of an attitude (Ao) can be an object, but not a person.

FALSE

According to the elaboration likelihood model, marketers of a low-involvement product must first change attitudes before customers are likely to purchase their product.

FALSE

According to the functional theory of attitudes, attitudes exist because they are hereditary.

FALSE

In the standard learning hierarchy model, attitude is based on behavioral learning processes.

FALSE

It is impossible for a person to hold two contradictory attitudes toward the same object.

FALSE

Roxanne is one of Canada's top female models. Because of her beauty, most of her admirers also assume that she is intelligent, wealthy, and happy with her life. This is an example of what is called the social adaptation perspective.

FALSE

The communications model requires a source and a message, but receivers of the message are not part of the model.

FALSE

The elaboration likelihood model assumes that under conditions of high-involvement processing, the consumer normally takes what is called the peripheral route to persuasion.

FALSE

The psychological principle of reciprocity is at work when we take into account what others do before we decide what to do.

FALSE

The two-factor theory suggests that there is no limit to the optimal number of repetitions for a message.

FALSE

Tyler told a local reporter about an upcoming astrological event, and the reporter printed the information in the newspaper the next day. A local college professor who specialized in astrophysics said the newspaper story had numerous inaccuracies and was "penned by an amateur." In this case, Tyler and the reporter created a situation in which reporting bias has occurred.

FALSE

A cola drink is preferred by a segment of cola drinkers, but the same segment almost always picks another cola brand in blind taste tests. The attitude formation for this product reflects the value-expressive function more than the utilitarian function.

TRUE

Andy Wilcox was running for mayor. His campaign manager asked people to put a small pro-Wilcox sign in their yards. Later, the manager called the same people and asked if a larger sign could be placed in their yards. He was rarely turned down. This is an example of the foot-in-the-door technique.

TRUE

Balance theory helps explain why consumers like being linked to positively valued objects.

TRUE

Considering the effects of cognitive dissonance, supplying customers with additional reinforcement after a purchase can be a good marketing strategy.

TRUE

Double-Dip makes ice cream. The only advantage Double-Dip has over its competitors is taste. Double-Dip costs more and has more calories per unit weight. Promotions for Double-Dip should emphasize the experiential hierarchy of the ABC model of attitudes.

TRUE

Gasoline is the only commonly purchased product that is priced down to a fraction of a cent. This is the case because buying gasoline is a low-involvement activity, which makes point-of-purchase factors more important.

TRUE

Humorous ads get attention, but many times the humor distracts from the promotional message.

TRUE

In general, when the source of a message is perceived as attractive, the message will be more effectively communicated.

TRUE

Jason believes that dressing formally (e.g., a coat and tie) marks him as a man who is "dressed for success"; therefore Jason dresses formally even in class or for casual occasions. Jason is basing this decision on the cognition part of the ABC model of attitudes.

TRUE

Justin is in charge of promoting a product that most of his customers perceive as a low-involvement product. He created a TV ad and aired it over and over. His colleague Beth questioned his strategy, saying that the repetition would create a negative reaction to the product. According to the mere exposure phenomenon, Beth is likely to be proven wrong.

TRUE

Latitudes of acceptance and rejection are important aspects of social judgment theory.

TRUE

The Smith Company uses after-sale interviews with its customers to examine how well the customers were served by the sales and service staff of the company. When the Smith Company follows this procedure, the company is attempting to use feedback as a means to improve communications.

TRUE

The traditional communication model that regards a broadcast message as perishable doesn't work as well with narrowcasting as it does with broadcasting.

TRUE


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