mar quiz 8 practice q's

quality signals

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

dissatisfaction

A brand whose perceived performance falls below expectations generally produces

increases the chances that their information is evaluated in a more positive light

An advertiser that surrounds its ads with positive programming

decreases; increases

Attention generally __________ across repeated exposures, and repetition often __________ recall.

the stimulus, the individualand the situation

Attention is determined by which factor?

voluntary

Barry decided he needs a new car, so he started looking at commercials on television and ads in magazines as well as visiting several websites. What type of exposure does this represent?

cross promotion

Beverly went to the store to purchase instant hot chocolate mix for her family. A sign near the hot chocolate directed her to a specific aisle where she could purchase marshmallows. This is an example of a(n)

smart banners

Cameron was searching the Internet for information on digital cameras. He went to a search engine (i.e., Google) and searched the key words "digital camera." Unbeknownst to him, several banner ads for brands and retailers of digital cameras appeared on the results page that were activated based on the terms he used in his search. These banner ads are known as

exposure

Carl is doing his homework and has the television on in the background. While it is on, several commercials aired. What stage of the information-processing model does this represent?

contextual cues

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.

postpurchase dissonance

Connie just purchased her first new car, and she's actually feeling a little bad about it. She's concerned about how much money she spent and how long she will be making car payments. She's not sure she made the right choice, either. She liked another car a little better, but ended up purchasing another model. Connie is experiencing

affect intensity

Denise tends to experience emotions more strongly than most people, so much so that there are some ads that she cannot even watch because they make her cry. This trait is known as

postpurchase dissonance

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

will have a less favorable attitude toward the store or brand

Even if a dissatisfied consumer takes no external action, which of the following is likely?

customer loyalty program

Every time Hannah buys a sandwich at Super Subs, she gets a stamp on a card. Once she has 10 stamps, she'll get a free sandwich. This is an example of a(n)

website design and interaction

Factors such as information quality, navigation, price, merchandise availability, purchase process, and order tracking are part of which dimension in online satisfaction and dissatisfaction?

adaptation level theory

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?

Ron should use warm colors, such as reds and yellows, because they are more arousing than cool colors.

Ron owns a small retail establishment and is seeking your advice regarding getting shoppers' attention in the store. What should you recommend to Ron to help him get shoppers' attention?

expectation bias

Individuals' interpretation of stimuli tend to be consistent with their expectations, an effect referred to as the

motivation

James is interested in just about any type of electronic equipment, such as digital video recorders, computers, smart TVs, and digital cameras. He subscribes to several magazines devoted to these types of products, and he visits several different websites to learn more about these products. Which individual factor affecting attention is influencing James to attend to information about these products?

consumer-to-consumer sale

Jon purchased an antique watch on eBay from another consumer. Which type of sale is this known as?

inconvenience

Kimberly loves the ham and turkey from the Heavenly Ham store. There is only one store in her town, though, and it is pretty far away. She goes that direction on Saturdays for her daughter's music lesson, but by the time it's over and she's heading home, the store is already closed. Sometimes she brings a cooler and stops there before her daughter's lesson, but most of the time she forgets to bring the cooler. She usually ends up buying lunch meat at the local grocery deli. Which reason for changing providers does this represent?

symbolic

Monique is buying a new coat for the winter. While she is concerned with how well the coat will keep her warm, she is also concerned with how stylish it will make her look. Her concern for stylishness represents which dimension of product performance?

consumption guilt

Negative emotions or guilt feelings aroused by the use of a product or a service are referred to as

interpretation

Perception is a process that begins with consumer exposure and attention to marketing stimuli and ends with consumer

switching costs

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

frontline employee

Savannah works at the front desk at a Marriott Hotel. If a guest has a complaint, she is empowered to make amends up to a certain amount without her supervisor's approval. Savannah is known as a

a brand extension

Skippy is a well-known brand of peanut butter that recently introduced a line of snack bars bearing the Skippy name. This is an example of

physiological

Some people are known as "super tasters" because they have a higher concentration of taste buds compared to normal people. As a result, they tend to dislike the taste of broccoli because they claim it is too bitter. What type of trait is this?

ambush marketing

Swiss Miss instant hot chocolate uses images of winter Olympic athletic events with athletes and fans warming up to a mug of their instant cocoa. While Swiss Miss is not an official sponsor of the winter Olympics, consumers viewing the ads might reasonably infer that they were. What type of marketing is this?

hemispheric lateralization

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

just noticeable difference

The minimum amount that one stimulus can differ from another with the difference still being noticed is referred to as the

sensory discrimination

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

traits

The size, shape, and color are specific __________ of the stimulus that can affect interpretation.

permission-based marketing

The voluntary and self-selected nature of online offerings where consumers "opt in" to receive email-based promotions is often referred to as

use innovativeness

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

motivation and ability

What are the major individual factors affecting attention?

instrumental and symbolic

What are the two dimensions to performance for products?

affective interpretation

When Joan sees an ad with a kitten or puppy, she always pays attention because seeing them makes her feel so happy. This emotional or feeling response triggered by the ads is known as

claim-belief discrepancy

When a communication leads consumers to believe something about the product that is not true even though it doesn't present a direct false claim, this is known as

psychological

When a teenager says, "It's cool," his friends understand that he's not talking about the temperature. In this case, the meaning of the word, "cool," is based on its __________ meaning.

satisfaction

When perceptions of product performance match expectations that are at or above the minimum performance level, __________ generally results.

throw away

Which disposition alternative is the most widely used by consumers?

situational factors

Which factor affecting attention includes stimuli in the environment other than the focal stimulus (i.e., the ad or package) and temporary characteristics of the individual that are induced by the environment, such as time pressures or a crowded store?

situational

Which of the following characteristics influencing interpretation represents factors beyond the stimulus itself?

program involvement

Which of the following is a situational factor affecting attention?

expectations

Which of the following is an individual characteristic that influences interpretation?

position

Which of the following is considered a stimulus factor affecting attention?

Females are more likely to avoid ads than males

Which of the following is false regarding ad avoidance?

All of these choicesare possible outcomes

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

comparison

Which of the following is not a step in the information-processing model?

organization

Which of the following is not an individual characteristic that influences interpretation?

The importance of the decision to the consumer is one factor that influences the probability and magnitude of postpurchase dissonance.

Which of the following is true regarding postpurchase dissonance?

Consumers trust WOM more than many other sources

Which of the following is true regarding word-of-mouth (WOM)?

exposure, attention, and interpretation

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

Motivation and ability are two major situational factors affecting attention

Which of the following statements is false regarding situational factors affecting attention?

For U.S. readers, high-impact zones in print ads and other print documents tend to be more toward the top and left of the ad

Which of the following statements is true regarding stimulus position and attention with respect to advertising?

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.

Which of the following statements is true regarding subliminal stimuli?

left

Which side of the brain is primarily responsible for verbal information, symbolic representation, sequential analysis, and the ability to be conscious and report what is happening?

ad avoidance

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

Video game, young males age 18-24

__________ advertising is perhaps the fastest growing alternative media, allowing for exposure to __________ who tend to avoid traditional media, such as TV.

rhetorical figures

__________ involve(s) the use of an unexpected twist or artful deviation in how a message is communicated either visually in the ad's picture or verbally in the ad's text or headline.

product placement

__________ involves incorporating brands into movies, television programs, and other entertainment venues in exchange for payment or promotional or other consideration, with the goal being to add realism to the scene, give subtle exposure to the brand, and influence consumers in an unobtrusive manner

closure

__________ involves presenting an incomplete stimulus with the goal of getting consumers to complete it and thus become more engaged and involved.

figure-ground

__________ involves presenting the stimulus in such a way that it is perceived as the focal object to be attended to and all other stimuli are perceived as the background.

cognitive interpretation

__________ is a process whereby stimuli are placed into existing categories of meaning.

interpretation

__________ is the assignment of meaning to sensations.

semantic

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

attention

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

price premium

__________ refers to the fact that repeat and particularly committed customers tend to buy the brand consistently rather than waiting for a sale or continually negotiating price .