FIU MAR4503 FINAL

_____ are(is) the use of previously stored experiences, values, attitudes, beliefs, and feelings to interpret and evaluate information in working memory as well as to add relevant previously stored information.

Elaborative activities

Need for stimulation is an active, external motive.

True

Nominal and most limited decision making will not produce postpurchase dissonance.

True

One reason a consumer does an ongoing search is because the process itself is pleasurable to him or her.

True

Problem recognition is the first stage of the consumer decision process.

True

The perceived risk associated with unsatisfactory product performance increases information search prior to purchase.

True

Two distinct categories of nominal decision making are brand loyal decisions and repeat purchase decisions.

True

Zipping, zapping, and muting are mechanical ways for consumers to selectively avoid exposure to advertising messages, often referred to as ad avoidance.

True

Which of the following is an example of a federal law passed to facilitate direct comparisons among alternatives?

Truth-in-Lending law

A consumer who purchases a certain style of clothes to establish and reinforce a unique identity is most likely fulfilling a need for _____.

expression

Two prominent sets of motives under regulatory focus theory are termed _____.

promotion and prevention

Which of the following is a strategy to reduce competitive interference?

provide external retrieval cues

The level of concern for, or interest in, the purchase process triggered by the need to consider a particular purchase is known as _____.

purchase involvement

Which of the following is NOT a subcategory of the awareness set?

purchase set

Sam doesn't know much about digital video recorders, so when he went shopping for one, he decided on the model that had the highest price and the best warranty as well as one he had seen a lot of advertising for. Sam used these factors as _____.

quality signals

Consumers' general approaches or patterns of external search are termed _____.

shopping orientations

Whole Foods Supermarkets have been described as down-to-earth, honest, wholesome, and cheerful. Which dimension of brand personality does this represent?

sincerity

Expenses associated with advertising, establishing a new account, and mailing catalogs are examples of _____.

acquisition costs

According to Nielsen, product placements on TV work best ________.

a and b A. when the characters praise the features of the brand B. when an ad for the product appears during the commercial break

Which measurement technique used to assess consumers' evaluative criteria assumes consumers will not or cannot state their evaluative criteria?

indirect

The level of one's desire to resolve a particular problem depends on two factors: the actual state and the desired state.

False

The long-term total influence of advertising and other marketer-provided information on consumer decision making and sales is nominal.

False

The most common method of direct measurement to determine the relative importance of evaluative criteria is the semantic differential.

False

Value-expressive appeals involve informing the consumers of one or more functional benefits that are important to the target market.

False

Which of the following stages of the information-processing model constitute perception?

exposure, attention, and interpretation

Extended decision making with the brand in the evoked set requires which marketing strategy?

preference strategy

Which of the following is often used as a surrogate indicator of quality?

price advertising intensity warranties country of origin Correct! all of the above

Which approach to problem recognition examines the purchase or use of a particular product or brand?

product analysis

Which of the following occurs when a consumer actively acquires a product that is not used or used only sparingly relative to its potential use?

product nonuse

The decision by a marketer to try to achieve a defined brand image relative to competition within a market segment is called _____.

product positioning

Raymond is conducting motivation research. He is using _____, which are designed to provide information on latent motives.

projective techniques

Which problem recognition involves a discrepancy that only one brand can solve?

selective problem recognition

When asked what the concept "New Year's" meant to Holly, she mentioned the following: party, holiday, new beginning, football, fun, resolution, and winter. Holly's basic knowledge and feelings she has about this concept comprises her _____.

semantic memory

The physiological ability of an individual to distinguish between similar stimuli is called _____.

sensory discrimination

The level of one's desire to resolve a particular problem depends on which factors?

the magnitude of the discrepancy between the desired and actual states and the relative importance of the problem

Radian6 is a leader in the field of ______.

A + D A. social media measurement D. consumer problem discovery

Which of the following statements is true regarding subliminal stimuli?

A subliminal ad is different from a "normal" ad in that it "hides" key persuasive information within the ad by making it so weak that it is difficult or impossible for an individual to physically detect.

A consumer's decision of whether or not to take action when he or she is dissatisfied is a function of which of the following?

A. importance of the purchase to the consumer B. ease of taking action C. consumer's existing level of overall satisfaction with the brand or outlet D. characteristics of the consumer involved E. all of the above - Correct

Which of the following is a source of increased customer profitability over time?

A. increased sales volume B. lower costs C. referrals D. price premium E. all of the above - Correct

Which of the following is NOT a possible outcome once a consumer is satisfied?

A. outcomescommitted customer B. discontinued use C. repeat purchases D. increased use E. all of the above are possible - correct

For a period of time, Energizer Batteries used mock commercials for seemingly boring, mundane products. A few seconds into the mock commercial, viewers heard the distinctive drumbeat of the Energizer Bunny before it marched across the screen. Several viewers said that when they heard the drums, they looked at and attended to the commercial because they liked the bunny. However, over time, viewers stopped paying attention to the commercial. What theory suggests that if a stimulus doesn't change, over time we adapt or habituate to it and begin to notice it less?

Adaptation level theory

_____ motives deal with the need to reach satisfying feeling states and to obtain personal goals.

Affective

___ occurs when the stimulus activates one or more sensory receptor nerves, and the resulting sensations go to the brain for processing.

Attention

_____ represents the density of stimuli in the environment.

Clutter

Which of the following is a characteristic associated with emotions?

Emotions are often triggered by environmental events.

A latent problem is one of which the consumer is not aware.

False

Inner-scope Research recently found that DVR users who zip through TV ads are less "engaged" with the ads than those who did not.

False

Learning cannot occur in the absence of reinforcement.

False

Long-term memory (LTM) is also called working memory.

False

Mobile marketing efforts can be viewed in much the same way as those on the Internet; that is, driving information to consumers (pull strategy) and driving consumers to information (push strategy).

False

Research has shown that using high levels of fear in advertising such that consumers feel threatened are the most effective.

False

The brands found to be completely unworthy of further consideration comprise the excluded set.

False

Which of the following statements is FALSE regarding humorous appeals?

Humorous ads are low risk because they tend to translate well across situations and cultures.

_____ is the assignment of meaning to sensations.

Interpretation

_____ is separating a stimulus object from other objects.

Isolation

The segment of mobile phone users who are younger, grew up with cell phones, and find a cell phone central to life is known as _____.

Mobirati

Which of the following statements is true regarding consumer choice processes?

Motivation, information availability, and situational factors interact to determine the likelihood that attitude-based choices are made.

____ motives emphasize the individual as striving to maintain equilibrium.

Preservation-oriented

_____ meaning is the conventional meaning assigned to a word such as found in the dictionary.

Semantic

The segment of mobile phone users who are younger, feel communication is key, and that a mobile device helps them connect socially is known as _____.

Social Connectors

Which of the following is NOT a key element of relationship marketing?

Standardize the relationship across customers.

Which strategy for overcoming the barriers presented by DVR involves holding the ad visual relatively constant while the ad is fast-forwarded through by the viewer?

Still-frame ads

_____ occurs when a response to one stimulus is elicited by a similar but distinct stimulus.

Stimulus generalization

A two-sided message presents both good and bad points.

True

According to Maslow, all humans acquire a similar set of motives through genetic endowment and social interaction.

True

Churn is a term used to refer to turnover in a firm's customer base.

True

Emotional advertisements that trigger a positively evaluated emotion will enhance the liking of the ad itself.

True

Flashbulb memory is acute memory for the circumstances surrounding a surprising and novel event.

True

If a customer is dissatisfied with a company's product, the company would prefer that he or she complains to the company.

True

In general, multiple memory nodes are activated simultaneously.

True

Attribute-based choice requires _____.

a and b a. the knowledge of specific attributes at the time the choice is made. b. attribute-by-attribute comparisons across brands.

Nike has several models of athletic shoes, and most have high functionality. However, several models are also sleek looking and can actually make a fashion statement for the wearer as well as performing the functional aspects of the product. By going beyond the cognitive associations of functionality and attempting to tap consumers' affective reactions, Nike and other marketers are developing products with _____.

aesthetic appeal

Which term is used to refer to the liking/disliking aspect of a specific feeling?

affect

Kimberly-Clark is interested in mothers' emotional reactions to their Huggies brand of disposable diapers, which usually have popular characters or cute designs printed on them. Which component of attitude is Kimberly-Clark interested in?

affective

How has the Internet changed consumers' ability to search for information?

allows easy access to manufacturers' websites allows easy access to other consumers allows easy access to government agencies expands the ability of marketers to provide information to consumers Correct! all of the above

Which type of reasoning allows consumers to use an existing knowledge base to understand a new situation or object?

analogical reasoning

High-involvement learning often involves _____.

analytical reasoning

The most complex form of cognitive learning is _____.

analytical reasoning

The simplest form of message framing where only a single attribute is the focus of the frame is known as _____.

attribute framing

Which type of consumer choice process requires the knowledge of specific attributes at the time the choice is made, and it involves attribute-by-attribute comparisons across brands?

attribute-based choice

While any given advertisement for a product may focus on only one or a few purchasing motives, the _____.

b and c B.overall campaign should attempt to position the product in the schematic memory to correspond with the target market's purchase motives C. advertising campaign needs to cover all the important purchase motives of the target market

Why are the SAM and AdSAM measures effective across cultures?

because the pictorial representations don't require translation or alteration

Which need in Maslow's hierarchy reflects a desire for love, friendship, affiliation, and group acceptance?

belongingness

Segmenting consumers on the basis of their most important attribute or attributes is called _____.

benefit segmentation

Which type of test enables the marketer to evaluate the functional characteristics of the product and to determine if an advantage over a particular competitor has been obtained without the contaminating, or halo, effects of the brand name or the firm's reputation?

blind tests

Services that aid consumers in their search and decision making on the Internet are known as _____.

bots

A limited capacity for processing information is known as _____.

bounded rationality

A new brand of peanut butter cookies includes Hershey's Kisses chocolates on top. Which of the following is this new brand using in an attempt to gain from the quality associated with Hershey's chocolate?

brand alliance

The value consumers assign to a brand above and beyond the functional characteristics of the product is known as _____.

brand equity

Many consumers associate Mercedes automobiles with status, luxury, quality engineering, and high price. This is an example of Mercedes' _____.

brand image

Consumers who exhibit a positively biased behavior toward a specific brand are exhibiting _____.

brand loyalty

Which of the following is a strategy for altering the cognitive component of a consumer's attitude?

change beliefs shift importance add beliefs change ideal Correct! all of the above

Robert was studying for an exam and organized lists of things into words that he could remember. For example, he needed to know five creative advertising strategies, and used the first letter of each strategy to form the acronym, AIIEE. He knew what word each letter stood for and then only had to remember this acronym for the exam. What is Robert doing?

chunking

Which of the following is NOT considered a stimulus factor affecting attention?

clutter

In McGuire's classification of motives, which ones focus on the person's need for being adaptively oriented toward the environment and achieving a sense of meaning?

cognitive

Pam and her friends ate at a new Italian restaurant, and the food, service, and ambiance exceeded their expectations. They all decided that this was the only Italian restaurant they will ever go to again in their town. This is an illustration of _____.

commitment

An advertisement for AT&T long distance telephone service split the screen in two and showed a person on each screen talking on the telephone. Below each person, there was a running total of the cost of the call. At the end of the commercial, the total cost on the AT&T side was lower than that for the Sprint side. This is an example of which type of ad?

comparative ad

The multiattribute model is which type of decision rule?

compensatory

Which of the following is NOT a type of consumer decision making discussed in your text?

complex decision making

Which of the following is a noncompensatory decision rule?

conjunctive disjunctive lexicographic elimination-by-aspects Correct! all of the above

Attitude components tend to be _____.

consistent

Which trait reflects an individual difference in consumers' propensity to be biased against the purchase of foreign products?

consumer ethnocentrism

Which of the following is an individual factor that can influence attitude change?

consumer knowledge

Color and the nature of the programming surrounding the brand's advertisement are examples of _____ present in the situation that can play a role in consumer interpretation independent of the actual stimulus.

contextual cues

Which nonmarketing factor affects a consumer's desired state?

culture/subculture

Which measurement method involves asking consumers what criteria they use in a particular purchase or, in a focus group setting, noting what consumers say about products and their attributes?

direct

How are actual behaviors and response tendencies most often measured?

direct questioning

Lane is test driving several models of automobiles to help him decide which one to purchase. Which source of information does this represent?

experiential sources

Carl and his family purchased a new home, and the builder left half empty paint cans in the garage. Carl doesn't know what to do with them because he cannot put them out in the regular trash. Carl is concerned with which of the following with regard to the paint?

disposition

Consumers who purchase only popular brands because of insecurity are most likely influenced by the _____ motive.

ego-defense

One retailer asked a group of consumers the types of emotions they experience in both positive and negative retail situations. The purpose of this research was to uncover consumer reactions to various situations so that clerks could be trained to respond appropriately. Which approach to problem recognition is this?

emotion research

Nancy usually considers price and quality when she has to make a major purchase, such as an appliance or an automobile. These two features represent Nancy's _____.

evaluative criteria

The desired features or characteristics required to meet a consumer's needs are his or her _____.

evaluative criteria

The brands or products one will evaluate for the solution of a particular consumer problem are called the _____.

evoked set

Which type of memory is characterized by the conscious recollection of an exposure event?

explicit memory

Very high levels of purchase involvement tend to produce _____.

extended decision making

Which type of decision making involves an extensive internal and external information search followed by a complex evaluation of multiple alternatives and significant postpurchase evaluation?

extended decision making

A long-running television commercial for Dial soap would show an individual in various situations with other people (e.g., car pool or elevator). This individual would join the others and look around, appearing to be in discomfort. Then a voice over would say, "Aren't you glad you used Dial...don't you wish everyone did?" Which type of appeal does this illustrate?

fear appeal

Which demographic factor has the least influence on U.S. adult Internet usage?

gender

The idea behind _____ is that different parts of our brain are better suited for focused versus nonfocused attention.

hemispheric lateralization

Appeal characteristics represent _____ a message is communicated.

how

With the information provided by perceptual mapping the marketer can determine all of the following EXCEPT _____.

how consumers will trade one evaluative criteria for another

Relative importance of a problem is determined by which of the following?

how critical the problem is to the maintenance of the consumer's desired lifestyle

Donald has just learned that he has Type II diabetes, so he wants to learn as much as he can to manage his health. He reads health magazines, visits health-related websites, and reads product nutrition and ingredient information on packages. Donald's strength of learning is most likely to be strong due to which factor that affects the strength of learning?

importance

Which of the following enhances the strength of learning?

importance message involvement mood repetition Correct! all of the above

The Martins' home has potentially unsafe levels of radon, but they have no idea because it is odorless and they have not been feeling any ill effects from it. In fact, several homes have this problem and the owners are not aware of it, and they may never become aware of it unless testing is done. What type of consumer problem is this?

inactive

Walker was gathering information on plasma and LCD TVs because he wanted to purchase one for his household. He bought several electronic product magazines, visited several electronics stores, searched the Internet, and paid attention to the ads in the newspaper to learn more about this product. However, he was confronted with so much information that he could not attend to all of it. In fact, he it got to the point that he would not attend to it and became frustrated. This is an example of _____.

information overload

Which core trait in the Five-Factor Model of personality is manifested by an individual being moody, temperamental, and touchy?

instability

Which dimension of product performance relates to the physical functioning of the product?

instrumental

Once a problem is recognized, relevant information from long-term memory is used to determine if a satisfactory solution is known, what the characteristics of potential solutions are, what are appropriate ways to compare solutions, and so forth. This is referred to as _____.

internal search

Which of the following is a motivational state caused by consumer perceptions that a product, brand, or advertisement is relevant or interesting?

involvement

Which of the following refers to the continual repetition of a piece of information in order to hold it in current memory for use in problem solving or transferal to long-term memory?

maintenance rehearsal

Sales personnel, websites, and advertising represent which type of information source?

marketing sources

Past searches, prior personal experiences, and prior low-involvement learning are examples of which source of information?

memory

Selecting the optimal alternative, minimizing the decision effort, and maximizing the ease with which a decision can be justified are examples of consumer _____.

metagoals

A consumer who buys a product because a close friend bought one may be fulfilling a _____ motivation.

modeling

Which term is often used interchangeably with the term "motivation"?

need

If, in response to a problem, a consumer recalls a single, satisfactory solution, no further information search or evaluation may occur. The consumer purchases the recalled brand and _____ has occurred.

nominal decision making

Rod wasn't expecting much from the painters that came to his house. True to form, they did not do a good job and confirmed his low-performance expectations. Rod is most likely experiencing _____.

nonsatisfaction

All EXCEPT which of the following nonmarketing factors affect consumers' desired state?

normal depletion

Changing behavior prior to changing affect or cognition is based primarily on _____.

operant conditioning

High-involvement learning often involves _____.

operant conditioning

A technique that requires consumers to judge the similarity of alternative brands is _____.

perceptual mapping

Interpretation is generally a relative process rather than absolute, often referred to as _____.

perceptual relativity

Doubt or anxiety regarding a purchase a consumer has made is known as _____.

postpurchase dissonance

Marketing efforts focused on a firm's current customers are generally termed _____.

relationship marketing

Which type of nominal decision is characterized by a consumer believing that all brands within a given product category are about the same and not attaching much importance to the product category or purchase?

repeat purchase decision

Which side of the brain deals with pictorial, geometric, timeless, and nonverbal information without the individual being able to verbally report it?

right

Which of the following is a nonmarketing factor affecting problem recognition?

social status previous decisions motives situation Correct! all of the above

Why must manufacturers design products with both the primary purpose and other potential uses in mind?

stringent product liability laws

Sandy uses online banking, and her bank charges her $4.99 per month. However, she has seen ads for a competing bank offering free online banking services. She'd like to switch, but she realized that it might be difficult to do since she has several of her bill payments set up as automatic debits. The cost of changing to another bank represents Sandy's _____.

switching costs

Andrew is considering the purchase of a portable DVD player. He is comparing alternatives on the basis of screen size, battery life, and price. Andrew is using which type of evaluative criteria?

tangible

Cost and performance features are examples of which type of evaluative criteria?

tangible

Anne appears in a television commercial for a local chiropractor. She tells the audience how she suffered from migraine headaches several times a month. However, once she started treatment at this particular chiropractor, her headaches disappeared. She claimed, "I kept expecting them to come back, but they didn't. I have a whole new lease on life, thanks to Peavy Chiropractic!" Which type of ad is this?

testimonial ad

Advertisements and packages for Kellogg's Smart Start breakfast cereal include the seal of the American Heart Association, indicating that it is a hearty, healthy choice. This seal can influence consumers to purchase this brand because the American Heart Association has a reputation of trustworthiness and expertise. The seal appearing on packages and in advertisements represents a _____.

third-party endorsement

Which disposition alternative is the most widely used by consumers?

throw away

John drinks Schwepps Ginger Ale for dinner as a beverage, while Jack uses it only as a mixer in his cocktails. Which factor that influences the importance of evaluative criteria is this?

usage situation

Using WD-40 as an additive to fish bait is an example of _______.

use innovativeness

An advertisement for the Honda Civic Hybrid featured gas mileage in the subheading (49 city/51 highway). The copy also noted that owners of this automobile may be eligible for a clean-fuel tax deduction. At the time this ad appeared, gas was over $3.00 per gallon, which made the information important to consumers. This is an example of which type of appeal?

utilitarian appeal

James likes to eat a strawberry Pop-Tart for breakfast before school. After about two weeks of this, he starts to get bored with that and switches to waffles. James is displaying which type of behavior?

variety-seeking