Mar3503 Exam 1 Smartbooks

Which of the following would be an example of a product that uses aesthetic appeal to go beyond cognitive associations a consumer might have about a product?

a thick, richly colored bath towel

The capacity of individuals to pay attention to and process the information they see in an ad refers to which individual factor?

ability

A marketer for "Wonderful Walnuts" wants its consumers to know that not only do walnuts taste great, they are an important source of healthy fats. What strategy for changing attitudes should this marketer use?

add beliefs

The AdSAM model has been found to be most useful in which aspect of marketing?

advertising and marketing communication planning and evaluation

Aesthetically pleasing objects appeal primarily to which component of consumer attitudes?

affective

Three basic approaches—classical conditioning, affect toward the ad itself, and mere exposure—are all used to alter the

affective

Attitude Components

affective, behavioral, cognitive

A(n) ______ attitude involves holding mixed beliefs and/or feelings about an attitude object.

ambivalent

Short-term memory can best be described as

an active, dynamic process.

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

an advertisement with attractive visuals

The repetition associated with an ad refers to the number of times

an individual is exposed to an ad or brand logo over time.

What is the first step in marketing strategy?

analysis of the market

When an individual creatively thinks of ways to restructure and recombine existing and new information in order to form new associations and concepts, it is a type of learning referred to as ______.

analytical reasoning

Select the three dimensions of the AdSAM measurement.

appeal, engagement, empowerment

What connects nodes in a schema to one another to form the whole meaning designated to an item?

associative links

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

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

Through operant conditioning, marketers attempt to change the ______ component of a consumer's attitude toward a product before changing affect or cognition.

behavioral

Individuals who know all about a product may not pay attention to an ad for that product because of their knowledge. This is known as

brand familiarity.

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

by improving the ad quality

In situations where creating fear may not be enough, how can the effectiveness of advertisements be increased using fear appeal?

by making people feel accountable to act by playing on their guilt

How can the awareness and effectiveness of sponsorships be maximized?

by promoting the sponsorship through all media vehicles available

The creation of spokescharacters as communication sources in ads is advantageous to an advertiser over using celebrities because spokescharacters offer the advertiser

complete control over product image

The process of consumer behavior is best described as a _____ and _____ process.

complex, multidimensional

the forgetting involved in ____ learning is called extinction

conditioned

A set of procedures that marketers apply to maximize the chances that an association between two stimuli is developed or learned by a consumer is known as

conditioning

______ studies the processes that people use to choose, secure, utilize, and dispose of products, services, experiences, or ideas to satisfy needs and the effect of these processes on the consumer and society.

consumer behavior

Marketers use ______ to understand how specific consumers will behave in specific situations for any given product category.

consumer research

Successful marketing decisions require an understanding of specific consumers involved in the marketing decision at hand. This information can be gained through the use of

consumer research

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

dynamic digital signage

Economically developed societies are often called

consumption societies

Promotional messages are avoided by consumers when these messages are

counter to their attitudes.

The difference between all the benefits derived from a total product and all the costs of obtaining those benefits is known as

customer value

direct or indirect "In your opinion, how frequently do 18-year-old individuals tend to overeat?"

indirect

When consumers receive so much information they cannot or will not attend to all of it, the consumer is experiencing

information overload

What is the correct order of stages in the formation of attitudes?

initiator, component, component manifestation, attitude

The aspect of intensity in online contexts that refers to the degree to which one is forced to see or interact with a banner ad or pop-up in order to see the desired content is known as

intrusiveness

When conducting market analysis, which of the following must a company do?

it must understand its own ability to meet customer needs

Providing lots of information helps increase the amount of attention a print advertisement gains, but the same tactic doesn't work for television advertising because it

leads to information overload.

Iconic rote learning can be defined as

learning a concept or the association between two or more concepts in the absence of conditioning.

______ occurs primarily because short-term memory is short-lived.

maintenance rehearsal

Namrata is studying for a calculus exam. She doesn't want to forget any of the formulas, so she continually repeats them to herself so she will be able to remember them. Namrata is engaged in

maintenance rehearsal.

Deceptions used by a company are easily detectable when the company

makes direct claims about its brands or products that are false.

The strategy used by advertisers to change the affective component of a consumer's attitude toward a product in which the consumer is presented with the product on many occasions is known as

mere exposure

Which common explanation in advertising is given by the phrase "familiarity breeds liking"?

mere exposure effect

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

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

motivation

Which type of advertising designs ads that look like the media format they are presented in, so that the ads do not appear to be ads?

native advertising

Events, feelings, and concepts are stored in ______ within long-term memory as part of a schema.

nodes

When marketers focus on inducing people to buy a product while ensuring that the purchase experience is rewarding for the consumers, this tactic is based on Blank______ conditioning.

operant

central or peripheral simple, cognitive cues such as pictures and music, useful for low involvement purchase situations

peripheral

central or peripheral formation of a brand impression by consumers based on cues available in messages regardless of how relevant they are to the actual brand

peripheral route

Select the three dimensions of the SAM measurement.

pleasure, arousal, dominance

three dimensions of emotion

pleasure, arousal, dominance

What are three examples of quality signals that can create inference?

price, advertising, warranties

Trying to plan advertising exposures so that they occur as close in time to a consumer purchase occasion as possible is known as

recency planning.

Magazine advertisements that are on the ______ side of the page tend to receive more attention than ads on the other side.

right-hand

A(n) ______ is a type of schema that refers to the memory of how a sequence of events should occur.

script

Purchasing a food item to relieve one's hunger is an example of a

script

Consumer behavior can best be defined as the study of the processes individuals, groups, or organizations go through in order to

select, secure, use, and dispose of products, services, experiences, or ideas

What two types of long-term memory are of particular interest to marketers?

semantic memory episodic memory

The ability to distinguish between the clarity of two HD television screens is an example of

sensory discrimination

In which of the following situations, consumers are not drawing inferences about product quality based on a nonquality cue?

Jensen won't buy yoga pants at the big box store again. She thinks the pants she buys online are just as good even though they cost a little more.

______ refers to the minimum amount that one brand can differ from another similar brand with the distinction still being apparent.

Just noticeable difference

How does magazine ad size relate to attention?

Large ads attract the most attention.

iconic rate learning

Learning a concept or the association between concepts without conditioning

Which two areas of a print advertisement are found in the high-impact zone?

Left Top

Which of the following results were found in a recent study about music?

Listening to higher-pitched music leads to positive choices.

______ is a process in operant conditioning that involves rewarding partial responses to a stimulus to eventually obtain a final desired response.

shaping

The marketing team behind Grill Paste, a new toothpaste product, is buying time to air its first commercial during a nationally televised football game. Which of the following should the team do to avoid memory interference?

The team should make sure competitors' ads will not air during the same set of ads.

A marketer of an environmentally-friendly cleaning product tries to convince customers that the number one reason for selecting a cleaning product should be its impact on the environment. What strategy to changing attitudes is this marketer using?

shift importance

An approach to changing consumer attitudes is to "change beliefs." This strategy entails

shifting beliefs about the performance of a brand on one or more attributes.

Banner ads that are activated based on terms used in search engines are called _____ banners.

smart

The application of marketing strategies and practices not for profit but rather to change or create behaviors that have a beneficial impact on targeted individuals or society as a whole is known as

social marketing

The application of not-for-profit marketing strategies and tactics to alter or create behaviors that have a positive effect on the targeted individuals or society as a whole is referred to as

social marketing

The financial support that a company provides for an event in order to promote the company's products is called

sponsorship

The physical arrangement of stimulus objects is known as

stimulus organization.

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

strong peripheral

A message that is presented so quickly or softly or is so masked by other messages that a person is unaware of having heard or seen it is known as a(n)

subliminal stimulus.

"Spuming Lather" is a brand of laundry detergent. The product is promoted through live accounts of people who are satisfied with the product. This type of advertising is an example of a(n) ______ ad.

testimonial

The successful use of a product, service, or idea is recounted by the typical member of a target market in a ______ ad.

testimonial

An individual's attention to a particular product in a store can change if that person becomes distracted by their phone ringing. This demonstrates how attention always occurs within

the context of the situation

A disadvantage of humorous advertisements is that

the perception of humor varies among individuals

Sensory discrimination refers to

the physiological ability of an individual to distinguish between similar stimuli.

cognitive

thoughts and beliefs

In the context of influencing consumer attitude, persuading consumers becomes easier when the source is considered

to be trustworthy and an expert.

What is the most common application of operant conditioning?

to offer consistent-quality products so that the use of the product to meet a consumer need is reinforcing

The accessibility effect for brands in which an individual is able to recover a brand associated with a specific product category from memory, due to repetition, rehearsal, and elaboration, is known as

top-of-mind awareness.

A source is generally considered trustworthy if it lacks ulterior motive and provides complete and accurate information.

true

T/F A person's expectations affect the process of interpretation.

true

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

uses warm and bright colors.

Vicarious learning can be defined as

using imagery to anticipate the outcome of various courses of action.

types of benefits

utilitarian: functional hedonic: emotional

A personality for the product is built or an image of the product user is created through ______ appeals, whereas functional benefits that are important to a target market are informed to consumers through ______ appeals.

value-expressive; utilitarian

Using imagery to anticipate the outcome of various courses of action is a type of learning referred to as

vicarious learning.

When would it be beneficial for a firm to create ambivalent attitudes in consumers belonging to a target market?

when a firm is trying to attract consumers loyal to a competitive brand

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.

What is the best way to view a banner ad?

go online and use a search engine

A central cue for ______ products is represented by emotions, which in turn influence attitudes under high involvement.

hedonic

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

hemispheric lateralization.

Learning a concept or the association between two or more concepts in the absence of conditioning is referred to as

iconic rote learning.

Darren likes the new packaging for the cookies he purchases because it looks different from other packages. Which of the following traits appeals to Darren?

incongruity

Which three are methods marketers use in advertising to prevent the occurrence of memory interference among their consumers?

1. Avoid competitive advertising. 2. Reduce similarity to competing advertisements. 3. Strengthen initial learning.

Which statement by a consumer illustrates the affective component of the consumer's attitude toward an object?

I do not like peanut butter sandwiches

Extinction

Involves a desired response decaying or dying out due to lack of reinforcement

Retrieval failure

Involves an individual being unable to access information available in the long-term memory

What do neuromarketing techniques help marketers learn about?

They help marketers learn about how the brain reacts to stimuli that people pay little attention to.

What is an accurate statement about subliminal ads?

They hide key persuasive information from an individual.

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

They provide context for the interpretation of an advertisement.

What would be the most likely reaction from consumers in high-context cultures upon seeing an advertisement with a visual image with few words?

They would infer implicit meanings from the ad visuals.

Explicit memory

This involves the conscious recollection of an exposure event.

Implicit memory

This is indicated by the nonconscious recovery of previously experienced stimuli.

Stimulus generalization

This occurs when a response to one stimulus is elicited by a similar but distinct stimulus. also known as the rub-off effect

stimulus organization: ambush marketing

This refers to any activity or communication that falsely implies that an organization is involved with a significant event.

stimulus organization: figure-ground

This refers to presenting a 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.

stimulus organization: closure

This refers to presenting an incomplete stimulus with the goal of getting consumers to complete it, thereby becoming more involved.

maintenance rehearsal

This refers to the continual reiteration of a piece of information to hold it in current memory.

clutter

This refers to the density of stimuli in the environment of the ad.

semantic memory

This refers to the fundamental knowledge and feelings a person has about a concept.

program involvement

This refers to the interest viewers have in editorial content surrounding the ad.

episodic memory

This refers to the memory of a chain of events in which a person had participated.

chunking

This refers to the organization of individual items of information into groups of related items that are processed as a single unit.

stimulus organization: proximity

This refers to the perception of stimuli positioned close together as belonging to the same category.

long-term memory

This refers to the portion of total memory that is devoted to unlimited, permanent information storage.

short-term memory

This refers to the portion of total memory that is presently triggered or in use and is called working memory.

Stimulus discrimination

This refers to the process of learning respond differently to similar but distinct stimuli. its absence causes the effect of spillover

Which of the following choices accurately describe native advertising?

- It increases purchase intent. - It is more engaging than other forms of online advertising. - It lowers fatigue from targeted advertising.

Select from the following those items that characterize short-term memory.

- It is a dynamic process. - It closely resembles the process of thinking. - It is an active process. - It has limited storage capacity.

What are the three factors that determine attention?

- Situation - Stimulus - Individual

Which of the following are risks for a company associated with using celebrity endorsements in its advertising?

- The appearance of a celebrity in an ad campaign can lead to overexposure. - Negative behavior on the part of the celebrity will reflect poorly on the advertised product.

Select from the following three key aspects of flashbulb memories.

- They contain specific situational details. - They are held with a high degree of confidence. - They are vividly detailed. - They are a special type of episodic memory.

Emotional advertisements enhance persuasion by increasing which of the following?

- attention and processing of the ad - liking of the ad - product liking through classical conditioning - product liking through high-involvement processes

Operant conditioning can be used to influence consumers to purchase a specific brand. Which marketing strategies would best serve this purpose? (Select all that apply)

- offering free samples of a product - offering price discounts on new products - making store interiors pleasant places to shop by providing entertainment and exciting displays - personal contact after a sale to congratulate the customer for making a good purchase

Which of the following are applications of operant conditioning? (Select all that apply)

- personal contact after a sale to congratulate the customer for making a good purchase - making store interiors pleasant places to shop by providing entertainment and exciting displays - offering free product samples or coupons to encourage trying out the product

What two elements are shown to increase an individual's level of interest in a television advertisement?

- the possibility of a surprise ending to the ad - the use of a plot

Which of the following conditions usually lead to an increase in the overall effectiveness of a humorous ad?

- when humor relates to the product being advertised in a purposeful way - when humor implied in an advertisement is viewed as appropriate by the target audience

Select the four basic marketing strategies that can be adopted to alter the cognitive structure of a consumer's attitude toward a product.

1. changing perception of ideal brand or situation 2. adding beliefs about product performance 3. shifting importance of product attributes 4. changing beliefs about product performance

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

1. classical conditioning 2. increasing the mere exposure of the brand 3. increasing the tendency to like an ad or website

Select the three types of cognitive learning that are important to marketers.

1. iconic rote learning 2. vicarious learning 3. analytical reasoning

Select the three factors that are integrated into the elaboration likelihood model in order to understand attitudes.

1. individual factors 2. marketing factors 3. situational factors

Place the steps of marketing strategy in the proper order, with the first step on top

1. market analysis 2. market segmentation 3. marketing strategy 4. consumer decision process 5. outcomes

Which two items have prompted consumer demand for environmentally sound products?

1. the deterioration of the physical environment 2. government regulations

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

1. weak consumer beliefs and affect 2. interpersonal and situational influences on a consumer 3. relative attitude toward competing products 4. lack of need or ability

In the study cited in the text, it was noted that ______ of DVR users watched certain ads because they found them interesting while skipping those that were not of interest.

90%

Concepts

Abstractions of reality that represent the meaning of an item in terms of other abstractions of reality Similar to a dictionary definition of a word

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

Accessibility

Select all the reasons why the use of celebrity sources in advertising is effective.

Celebrities attract consumers' attention to an advertisement. Consumers respond to the likeability and popularity of a celebrity who endorses a product. Consumers may aspire to imitate the style of a celebrity through the purchase of a product.

Imagery

Definite sensory descriptions of objects, feelings, and ideas Permits a direct recovery of aspects of past experiences

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.

analytical reasoning

Engaging in creative thinking to restructure existing and new information to form new associations and concepts

True or false: As a source of communication, the use of spokescharacters for advertisements is just as risky as using a celebrity endorser.

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; in general, simple straightforward presentations receive more attention than complex presentations

True or false: Based on the just noticeable difference, the higher the level of an attribute, the least the attribute must be changed before that change is noticed.

False; the higher the level of an attribute, the greater the attribute must be changed before that change is noticed

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

False; we actively assign meaning based on traits, needs, desires, experiences, and expectations

______ refers to an individual's sense of familiarity or set of beliefs about an item without consciously being aware of how and when these beliefs were acquired.

Implicit memory

Low-involvement learning situations

In these situations, a consumer has little or no motivation to process or learn material. Classical conditioning and iconic rote learning is more likely to occur.

High-involvement learning situations

In these situations, a consumer is motivated to process or learn the material. Operant conditioning and analytical reasoning is more likely to occur.

______ refers to the extent to which a stimulus is unexpected.

Incongruity

Identify a correct statement about using an attractive visual in an advertisement.

Increasing picture size in a print advertisement reduces the amount of attention consumers pay to the brand.

______ occurs when consumers have a problem recovering a particular piece of information because other related information in memory gets in the way.

Memory interference

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

Moment of silence

vicarious learning

Observing the outcomes of other people's behavior and adjusting one's own behavior accordingly / using imagery to anticipate the outcome of various courses of action.

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 of the following is a guideline for using comparative advertising?

Print media work best with this method.

right side of the brain

Processing geometric, pictorial, timeless, nonverbal information, and other kinds of images and impressions

left side of the brain

Symbolic representation, sequential analysis, verbal information, the ability to be conscious, and other forms of rational thought

If an advertiser wanted an ad that gained the most attention due to screen coverage, which format would they choose?

TV

Which is an accurate statement about the components of memory?

They are interrelated elements.

analogical reasoning

Using an existing knowledge base to understand a new concept, situation, or object

In the context of consumer inferences, what is a claim-belief discrepancy?

a communication that leads a consumer to believe something about a product that is untrue

It is important for individuals in consumption societies to be aware of the marketing strategies and tactics that influence their decisions so as to

be more effective as consumers

central or peripheral detailed, factual information useful for high involvement purchase situations

central

central or peripheral conscious and deliberate processing of message elements by consumers that are relevant to a meaningful and logical evaluation of a brand according to them

central route

_____ occurs primarily because short-term memory has limited capacity.

chunking

What are the two basic forms of conditioned learning?

classical and operant

Mandy listens to "Don't Worry, Be Happy" whenever she feels low, and it always cheers her up. Recently, a popular fast food chain began using the song in its advertisements, to which Mandy was exposed multiple times. She now finds herself feeling happy whenever she sees the fast food chain's logo or products. What form of learning has Mandy undergone?

classical conditioning

______ refers to the process of utilizing an established connection between one stimulus and response to induce the learning of the same response to another stimulus.

classical conditioning

Four basic marketing strategies—change beliefs, shift importance, add beliefs, and change ideal—are all used to alter the ______ structure of a consumer's attitude.

cognitive

the forgetting involved in ____ learning is called retrieval failure

cognitive

______ involves learning facts, attitudes, concepts, and ideas that contribute to an individual's ability to learn relationships, reason, and solve problems without direct experience or reinforcement.

cognitive learning

A company's advertisement shows its product side-by-side with a competing product. The advertisement lists all the reasons why the company's product is superior. This is an example of ______ advertising.

comparative

The features or benefits of two or more brands are directly compared by _____ advertisements

comparative

direct or indirect "How likely are you to buy an iPhone the next time you purchase a cell phone?"

direct

When consumers encounter promotional messages that are counter to their attitudes, they tend to

discount such advertisements

Consumers in low-context cultures are more likely to

focus on an advertisements literal meaning.

value-expressive appeals are

effective for self-image enhancing products or products that offer other intangible benefits

In the context of marketing, the formation and change of consumer attitudes under varying conditions of involvement are explained by a theory known as the

elaboration likelihood model

What process takes place in short-term memory and serves to redefine or add new elements to memory?

elaborative activities

The use of previously stored attitudes, feelings, beliefs, values, and experiences to evaluate and interpret information in working memory as well as to add relevant previously stored information are known as

elaborative activities.

Which appeal applies to an advertisement designed to elicit a positive affective response from an audience rather than provide arguments or information?

emotional appeal

affective

emotions and feelings

Indirect approaches are different from direct approaches in that, for sensitive topics, indirect approaches include asking consumers to

estimate behaviors of people similar to themselves.

In most situations, a consumer's interpretation of a stimuli matches their expectations of that stimuli. This is known as

expectation bias

A study found that shoppers associated promotional signs next to products in retail stores with reduced prices even though this wasn't always the reason for the sign. This shows how ______ can affect interpretation.

expectations

Which two of the following methods are examples of neuromarketing?

eye trackers brain scans

The threat of negative consequences is used by advertisement campaigns if behaviors or attitudes are not altered. This type of advertisement is said to have _____ appeal.

fear

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

flashbulb