Marketing 310 Exam 2

When considering consumers' ideal levels of performance on attributes when using a multiattribute attitude model, which attitude index is best?

0

Currently, what percentage of U.S. households has a DVR?

40%

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.

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?

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

The owner of a local restaurant wants to enhance consumers' attitudes toward his restaurant by changing the affective component of their attitude. Which of the following is an appropriate approach to achieve this objective?

Use positive music in his advertisements so that, over time, consumers will transfer the positive affect associated with the music to the restaurant.

______ refers to the capacity of individuals to attend to and process information.

ability

Any communication or activity that implies, or from which one could reasonably infer, that an organization is associated with an event, when in fact it is not, is known as ...

ambush marketing

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

analogical reasoning

Marketers must promote _______ rather than _______ , especially for less knowledgeable consumers and for complex products.

benefits; features

When Honda introduced its Odyssey mini-van, its advertising merely claimed, "its the Honda of mini-vans." This is an example of ...

brand leverage

What are the two basic forms of conditioned learning?

classical and operant

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

clutter

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

consumer ethnocentrism

How are actual behaviors and response tendencies most often measured?

direct questioning

Which type of ad is designed primarily to elicit a positive affective response rather than to provide information or arguments?

emotional ad

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

exposure, attention, and interpretation

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

expression

The elaboration likelihood model (ELM) of persuasion posits two routes to persuasion: direct route and indirect route.

false

Which type of processing involves the recall and mental manipulation of sensory images, including sight, smell, taste, and tactile (touch) sensations?

imagery processing

Which type of memory involves the nonconscious retrieval of previously encountered stimuli?

implicit memory

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

instability

Nick looked up a phone number in the telephone directory, and instead of writing it down, he kept repeating it to himself over and over until he could punch the numbers and make the call. Which of the following describes what Nick was doing?

maintenance rehearsal

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

need

Which set of motives deals with our need to determine who or what causes the things that happen to us?

need for attribution

Toyota offers a hybrid version of its popular Highlander mid-sized SUV. The advertising for this car features the positive benefits of owning a hybrid, but it fails to mention that the Hybrid is considerably more expensive that the conventional version of the model. This is an example of a(n) ...

one-sided message

A consumer's need for reinforcement is ...

passive and external

Dana is watching television when a commercial for a brand of bathroom cleaner comes on. She is not very interested in the product category, but the ad was entertaining and made her laugh. As a result, she had a positive attitude toward the brand of cleaner advertised. According to the elaboration likelihood model, which route of persuasion influenced Dana?

peripheral route

_______ motives emphasize the individual as striving to maintain equilibrium.

preservation-oriented

Vanity Fair, the makers of Lee jeans. learned from market research that young men perceived the brand as being for women. As a result, they developed an advertising campaign targeted to young men and used Buddy Lee to alter the way the market views its brand is an example of ....

product repositioning

Which of the following is a situational factor affecting attention?

program involvement

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

provide external retrieval cues

Which type of memory structure is a complex web of associations?

schema

Barbara is an individual who usually feels restful, serene, comfortable and soothed. Which emotion is Barbara experiencing?

serenity

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

Consumer motivation and ability are the major individual factors affecting attention.

true

Explicit memory is characterized by the conscious recollection of an exposure event.

true

Laddering is a popular tool for identifying latent motives.

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 type of appeal involves informing the consumer of one or more functional benefits that are important to the target market?

utilitarian appeal

______ occurs when one fast-forwards through a commercial on a prerecorded program, and ______ involves switching channels when a commercial appears.

zipping; zapping