FDM 493F Exam 1 Official

Claudia Norman, a marketing consultant, recommended that brand equity for a new environmentally-friendly product could be established by giving initial customers free memberships in the Sierra Club organization. Claudia used which of the following in her recommendation? A. Instrumental conditioning B. Classical conditioning C. Promotional consideration D. Emotional learning

A. Instrumental Conditioning

Joe was told by his mother that he needed to get a gift for his aunt's birthday. He had only met his aunt once before and hardly knew her. Joe was walking through a mall and saw a candy specialty store. He entered and looked at the selection without much interest. He was about to select a box of chocolates for his aunt simply because it was cheap when he remembered that his new girlfriend Julie loved chocolate. Joe really liked Julie. He began to inspect each box of chocolates carefully, trying to find evidence of quality. Which type of involvement explains Joe's change of behavior? A. Purchase situation involvement B. Price involvement C. Product involvement D. Message involvement

A. Purchase situation involvement

A retailer decides to reduce the price of a sport coat that normally costs $98. The reduction in price is $3. The storeowner believes that the reduction will catch the eye of the value shopper. If the sport coat does not sell, the retailer might wish to consider which of the following before making another price change? A. Weber's law B. The golden triangle C. The figure-ground principle D. Subliminal perception

A. Weber's law

If a consumer were to pursue products and services that seemed to alleviate loneliness, such as playing team sports, going to a bar, and/or shopping in busy malls, the consumer would be expressing a need for ________. A. affiliation B. uniqueness C. achievement D. power

A. affiliation

A(n) ________ is a person who identifies a need or desire, makes a purchase, and then disposes of a product. A. consumer B. influencer C. content generator D. marketer

A. consumer

Bret Thomas has always dreamed of becoming a jet fighter pilot. After seeing the movie Top Gun, Bret bought pilot's sunglasses and even game himself a "call sign"—Snake. When Bret has such fantasies or emotional responses to his needs, the type of needs that are being addressed are ________. A. hedonic B. utilitarian C. learned D. biological

A. hedonic

Why do all consumers sometimes replace a product that still functions?

All of the above (desire new features, change in environment, change in the person's role)

When a woman buys expensive jewelry, which of the following needs is most likely being expressed? A. Utilitarian B. Hedonic C. Rational D. Biogenic

B. Hedonic

In the past, ketchup formed an unbecoming "scum" on its surface when exposed to air, so manufacturers created the traditionally shaped ketchup bottle with the narrow opening. When chemicals were developed to reduce the oxidation, it was then possible to sell ketchup in more conveniently shaped containers. Customers, however, rejected bottles that didn't have the traditional ketchup shape. This is an example of the power of ________ in the marketplace. A. thresholds B. schema C. sensory overload D. hyperreality

B. Schema

As May-Lee considers her purchase of shoes, she shifts back and forth between thinking about claims made by different brands, remembering what she has seen, and considering her emotional responses to various brands. Which term describes what May-Lee is doing? A. Scalar processing B. Spreading activation C. Advertising decay D. Chunking

B. Spreading Activation

Family branding, licensing, and look-alike packaging are all marketing strategies based on ________. A. extinction B. stimulus generalization C. stimulus discrimination D. the spacing effect

B. Stimulus Generalization

A billboard is positioned beside a busy highway. However, the merchant that has purchased the billboard complains that no response is being generated by his advertising message. Upon closer inspection, the billboard company determines that the typeface used is too small to be effectively read by a motorist going 60+ mph on the highway. Which of the following sensory thresholds would be most appropriate to explain the failure of this advertisement to connect with motorists? A. The relative threshold B. The absolute threshold C. The differential threshold D. The intensity threshold

B. The absolute threshold

Mary Nabholz travels the same way to work every day. She notices advertisements in store windows when the ads first go up. However, after a few days, Mary no longer pays any attention to these ads because they have become familiar. Which of the following is affecting Mary's response to the ads? A. Perceptual defense B. Contrast C. Adaptation D. Perceptual vigilance

C. Adaptation

Mary Chen is torn between going home for the holidays to visit her parents in China or going on a skiing trip with friends from college. Mary would love to be able to do both. Which of the following motivational conflicts will Mary most likely experience as she makes her decision? A. An orientation conflict B. An avoidance-avoidance conflict C. An approach-approach conflict D. An approach-avoidance conflict

C. An approach-approach conflict

Bill has a toothache, and he wants the tooth to stop hurting, but he has always been afraid to go to a dentist. What type of motivational conflict is Bill experiencing? A. cognitive dissonance conflict B. An approach-approach conflict C. An approach-avoidance conflict D. An avoidance-avoidance conflict

C. An approach-avoidance conflict

In instrumental conditioning, what is the distinction between negative reinforcement and punishment? A. There is no difference. They are two words for the same concept. B. Negative reinforcement creates a preference for negative results, while punishment teaches people to avoid negative results. C. Negative reinforcement occurs when a negative outcome is avoided, while punishment occurs when an action causes a negative outcome. D. Negative reinforcement can occur when a stimulus is positive, and punishment only occurs when a stimulus is painful.

C. Negative reinforcement occurs when a negative outcome is avoided, while punishment occurs when an action causes a negative outcome

Which of the following is a benefit organizations receive when customers complain? A. Word-of-mouth about the product B. Differential advantage C. Opportunity to correct the situation D. Market regulation

C. Opportunity to correct the situation

Which of the following people is an example of a consumed consumer? A. Single mother B. Shopaholic C. Prostitute D. Cyberbully

C. Prostitute

Susan selects and runs her focus groups carefully. She wants to make sure that each focus group member provides meaningful information for her research purpose. As she is examining potential focus group candidates, she notices that three men and two women seem to provide "yes" answers regardless of what she asks them. They seem to want to be on the focus group very badly and appear eager to be "good subjects." If Susan follows prudent testing methodology, she should reject these test subjects in order to avoid the possibility of which of the following? A. Spontaneous recovery B. Stimulus generalization C. Response bias D. Order bias

C. Response bias

A common practice among advertisers is to create new relationships between objects and interpretants by inventing new connections between products and benefits. A classic example of this was equating Marlboro cigarettes with the American frontier spirit. Which of the following terms best describes this practice? A. Consumer-modeling connections B. Figure-ground projection C. Semiotic relationships D. Subliminal persuasion

C. Semiotic relationships

When Coca-Cola embeds sexual images in their advertising, they are using ________. A. sensory marketing B. threshold marketing C. subliminal perception D. attention marketing

C. Subliminal Perception

Jake feels a hunger growing in his stomach. The more he feels the hunger, the more he wishes lunchtime would hurry and arrive. He is already planning what he will eat and how good it will taste. Which of the following processes most accurately identifies what Jake is feeling? A. The goal process B. The involvement process C. The motivation process D. The directionality process

C. The motivation process

Scott thought of himself as a very successful marketer. He created a campaign with a product logo that was very popular and that customers associated with a quality product. It was so popular that in a few months, the logo began to appear almost everywhere. Instead of increasing sales of the product, the customer demand began to decrease as competitors' products became more successful. What characteristic of learning was most likely ruining Scott's apparent success? A. Over time, the logo became boring, and customers punished Scott's company by buying competitors' products as a type of revenge for their boredom. B. Customers confused Scott's logo with the logo of Scott's competitors, making cognitive learning incomplete. C. Too much repetition was decreasing the strength of the conditioning effect, thus leading to extinction of the learned relationship between the logo, the quality of the product, and the association with Scott's company. D. The logo produced only a fixed-ratio schedule of reinforcement that did not sustain sales, while Scott's competitor used a variable-ratio schedule.

C. Too much repetition was decreasing the strength of the conditioning effect, thus leading to extinction of the learned relationship between the logo, the quality of the product, and the association with Scott's company

In its advertising, an automobile company emphasizes the fuel economy, safety rating, and resale value of its car. The company is trying to appeal to which of the following consumer needs? A. Sentiment needs B. Hedonic needs C. Utilitarian needs D. Biogenic needs

C. Utilitarian needs

David habitually reaches for his cell phone, thinking that it is vibrating, even when it is not. David suffers from ________. A. attention deficit disorder B. cyberbullying C. phantom vibration syndrome D. consumer addiction

C. phantom vibration syndrome

the local Harley-davidson motorcycle outlet has special events on Saturday mornings that involve vintage bike exhibitions and free goods. some people travel more than 100 miles on their Harleys to be there almost every Saturday. the motorcycle outlet's marketing approach is successful because Harley-davidson has become a ___ product.

Cult

Frank is sitting in his Psychology 101 class listening to his professor attempt to explain the "black box" process and its connection with learning. He suddenly smells the aroma of fresh cinnamon rolls, and his mouth begins to water. He looks around the room and sees a student in the last row bite into a big, juicy roll. "I wish I were sitting next to him," Frank thinks, "because I know I could steal a bite." What Frank just went through in class was similar to the "black box" process being described by his professor. This process is more closely associated with which of the following learning methods? A. Cognitive learning B. Gestalt learning C. Incidental learning D. Behavioral learning

D. Behavioral Learning

The shoe company TOMS gives a pair of shoes to a needy child for every pair that it sells. This is an example of a company which has integrated ________ into its business model. A. ethical marketing requirements B. environmental marketing C. correction marketing D. corporate social responsibility

D. Corporate Social Responsibility

Ben Perez is driving along a mountain road. In the distance, he sees a road crew working on a fallen tree that has blocked the highway. When Ben first sees the road crew, which of the following perceptual processes has been engaged? A. Adaptation B. Attention C. Interpretation D. Exposure

D. Exposure

Lucy Chang recently purchased a lovely ceramic bowl that featured a red dragon design. When she thought about her purchase, she found that she really had no justification for buying the bowl other than it reminded her of the bowls her mother used during evening meals when she was a young child in Hong Kong. Which type of relationship with a product best explains the reason for Lucy's purchase of the dragon bowl? A. Self-concept attachment B. Interdependence C. Love D. Nostalgic attachment

D. Nostalgic attachment

If a woman receives compliments after wearing Obsession perfume, she is more likely to keep buying the product and wearing it. What type of instrumental conditioning has occurred in the situation? A. Negative reinforcement B. Symbolic reinforcement C. Neutral reinforcement D. Positive reinforcement

D. Positive Reinforcement

Tanya would really love to have a full-length mink coat; however, animal rights (and animal rights activists) have caused her to reconsider making such a purchase. This situation illustrates a(n) ________. A. avoidance-avoidance conflict B. approach-desire conflict C. approach-approach conflict D. approach-avoidance conflict

D. approach-avoidance conflict

Bayer HealthCare Pharmaceuticals established a new campaign for Yaz birth control to ensure consumers understand that Yaz does not treat PMS, a claim which had been made in early Yaz advertisements. Bayer is using ________. A. reminder advertisement B. cooperative advertisement C. subliminal advertisement D. corrective advertisement

D. corrective advertisement

Walmart tracks the habits of the 100 million customers who visit it stores each week and responds with products and services directed toward those customers' needs based on the information collected. This is an example of ________ marketing. A. consumer-generated B. undifferentiated C. relationship D. database

D. database

Sam Bolton hums the Purina Cat Chow jingle as he drives down the expressway. A thought suddenly occurs to Sam: "Why am I humming this stupid jingle? I don't buy this stuff; in fact, I don't even have a cat." Sam knows this jingle is ________. A. operant conditioning B. reinforcement modeling C. stimulus generalization D. incidental learning

D. incidental learning

Seth Hernandez is sitting in a class that precedes lunch. his stomach begins to rumble and grumble. instead of thinking about the day's lecture, Seth begins to think about lunch and his choice of places to eat. he even begins to narrow down the selection of foods that he might want for lunch. Seth is focusing on biological needs that are at present unfulfilled and have produce what might be thought of as an unpleasant state of arousal. which of the following theories best describes Seth's experience?

Drive Theory

Jill was planning on traveling over spring break, but she didn't want to spend a lot of money on the airfare. even though it took more time, she went on line to get tickets instead of going to a travel agent. what theory of motivation best explains Jill's behavior?

Expectancy Theory

Alicia loves chocolate. She maintains that it actually makes her feel better, especially when she is depressed or having a difficult time. Alicia's motivation to eat chocolate would be best explained with the expectancy theory. True False

False

Izzy Jones just bought a classic "muscle car" and can hardly wait to cruise the streets and blow away anyone who thinks they have a faster car. Izzy is exhibiting the need for uniqueness with his behavior and purchase of the car. True False

False

Rico has decided to change his lifestyle and is loading up on green veggies in the serving line (rather than fries). he knows that the nutritional value of the fresh green vegetables will be great for his health. rico is satisfying hedonic needs with his actions.

False

Sensory marketing has proven to be largely ineffective as a marketing approach. True False

False

When Shira was a young girl, her teacher gave her a sticker every time she earned above 90% on a test. Shira's teacher was using classical conditioning. True False

False

Sally always buys Coca-Cola out of habit, which is an example of ______.

Inertia

The process of acquiring information and storing it over time is called ____.

Memory

the process by which people select, organize, and interpret sensations is called ______.

Perception

Which of the following needs from Maslow's hierarchy is addressed by the U.S. Army's advertising slogan "Be all you can be"?

Self-Actualization Needs

Nadia Ali loves the feel of her new sweater and the smell of her leather car seats on a crisp fall day. as she passes a billboard, she sees an ad for Baskin Robbins ice cream and immediately does a U-turn into the shopping center where she knows the famous ice cream store is located. in the above example, Nadia is responding to ______.

Sensory inputs emanating from the external environment

In a speech at a research conference, a computer expert stated that shopping centers would come obsolete in the future. he believed that because everything could be bought online and delivered directly to the home of a customer, here would be no need for physical shopping areas in the future. A psychologist disagreed and stated that his concept of the future violated a basic human need. What need did the computer expert ignore, according to the psychologist?

The Need for Power

Consumer research shows that all things being equal, people are likely to choose a brand that gives back to the community over one that does not. True False

True

Felicia knows that drinking water is much better for her skin than drinking soda. even though the soda is tempting, her health needs speak louder and she chooses water. this example illustrates a person choosing to meet utilitarian needs.

True

Target began a new campaign to sell leather furniture. in emphasizing how leather furniture has been used over the decades in movies and books, by celerities, and a necessity for home entertainment, the campaign is drawing upon popular culture.

True

When consumers are exposed to far too much info, they are experiencing sensory overload.

True

You can understand the following uniquely-printed sentence because of the Gestalt principle of closure. Perception is imptant in undrstdng consmr bhavr. True False

True

A retailer decides to reduce the price of a sport coat that normally costs $98. the reduction in price is $3. the storeowner believes that the reduction will catch the eye of the value shopper. if the sport coat does not sell, the retailer might wish to consider which of the following before making another price change?

Weber's Law

If you are unhappy with a product or service, what are your three possible courses of action?

You may use a voice response, private response, or third-party response. The voice response is the best for the marketer because it enables a correction to the problem.

A common practice among advertisers is to create new relationships between objects and inoerpretants by inventing new connections between products and benefits. How would a marketer use hyperreality to find a new use for baking soda?

by associating the soda with a fictional character called Simon Soda

John Deere established a reputation for building dependable farm tractors. when the company began to build small yard tractors, it insisted on using the same logo on its small mowers as on its large tractors. John Deere was applying stimulus generalization through a look-alike packaging.

false

The icons on the restroom doors in a bar in Wyoming are a doe and a buck. This is an excellent example of hyperreality. true false

false

Neiman Marcus and Whole Foods are examples of ______.

none of the above

A mother observes her daughter staring batter in a bowl just the way she does when she bakes. the daughter has modeled her mother's behavior.

true

Consumer addiction can occur with any product category, even lip balm. true false

true

Shari Gomez sees the big red heart on the front of a Cheerios box and immediately thinks of an ad she has seen that discusses the heart-healthy benefits of Cheerios. This is an illustration of a stimulus-response connection. true false

true