Mkg310 Exam 2
The source of a communication represents _____.
"who" delivers the message
When considering consumers' ideal levels of performance on attributes when using a multiattribute attitude model, which attitude index is best?
0
In experiments, the power of groups to influence an individual to agree with the incorrect judgment of the others is known as the _____.
Asch phenomenon
Which of the following statement is true regarding comparative advertising?
Audience characteristics, especially brand loyalty associated with the sponsoring brand, are important.
Which of the following is FALSE regarding the central route to persuasion in the elaboration likelihood model?
Persuasion operates through classical conditioning.
Which of the following statements adequately reflects the concept of attitude component consistency?
a change in one attitude component tends to produce related changes in the other components.
Which of the following do marketers need to be concerned about with respect to using celebrities as company spokespersons?
a, b, and c
Which of the following is a characteristic of a consumption subculture?
a, b, and c
Which of the following is an approach used by marketers to increase consumers' affect toward their brand?
a, b, and c
In an attempt to alter consumers' cognitive component of their attitude toward Pepsi brand of cola, a freshness date was added on the cans. Pepsi wanted consumers to consider this attribute that was never a consideration before. Pepsi was using which strategy to alter the cognitive structure of a consumer's attitude?
add beliefs
When purchasing an innovation, individual consumers presumably go through a series of distinct steps or stages known as the _____.
adoption process
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
Feelings or emotional reactions to an object reflect the _____ component of an attitude.
affective
Janice and her mother were visiting an art gallery, and they were looking at modern art. When they came to one painting, Janice said, "I like that." When her mother asked her why she liked it, all she could say was, "I don't know, I just like it." Which component of attitude does this represent?
affective
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
SAM (Self-Assessment Manikin) is used to assess which component of attitude?
affective
Generally speaking, compared to attitudes formed under the peripheral route, attitudes formed under the central route tend to be _____.
all of the above
Spokescharacters can be _____.
all of the above
Which criterion is used to classify groups?
all of the above
Which of the following is NOT a way emotional ads may enhance persuasion?
all of the above are ways
Madeline has a(n) _____ toward Regular Coke, whereby she simultaneously really likes the taste but also is really negative about the brand because it has high calories.
ambivalent attitude
Caleb learned from his parents that littering was bad, so when he sees someone doing it, he forms an unfavorable impression of that person. Caleb's learned predisposition to dislike someone who litters represents his _____.
attitude
The simplest form of message framing where only a single attribute is the focus of the frame is known as _____.
attribute framing
Why are the SAM and adSAM measures effective across cultures?
because the pictorial representations don't require translation or alteration
Segmenting consumers on the basis of their most important attribute or attributes is called _____.
benefit segmentation
Marketers must promote _____ rather than _____, especially for less knowledgeable consumers and for complex products.
benefits, features
Addison is a brand manager and wants consumers to form attitudes that are strong, resistant to counterpersuasion attempts, more accessible from memory, and more predictive of behavior. Which route of the elaboration likelihood model should he encourage consumers to take?
central route
Carissa is highly involved is a purchase decision for a new car. She has searched the Internet, visited car dealerships, talked to friends and family, and paid attention to advertisements. According to the elaboration likelihood model, by which route is Carissa likely to be persuaded?
central route
Mitch likes Toyota automobiles because he thinks they have the highest reliability of all automobiles. His belief about Toyota's reliability represents which component of Mitch's attitude?
cognitive
When the SPCA presents facts to counter untrue myths, they are dealing most closely with the _____ component of attitudes.
cognitive
Which component of attitudes consists of a consumer's beliefs about an object?
cognitive
Which type of ad directly compares the features or benefits of two or more brands?
comparative ad
Which factor affecting the spread of innovations refers to the consistency with the individual's and group's values or beliefs?
compatibility
Attitude components tend to be _____.
consistent
Jeep Jamboree, Jeep 101, and Camp Jeep, in which owners of Jeeps gather for the purposes of interacting with one another in the context of learning about and using their Jeeps, are examples of a _____.
consumption gathering
Which of the following statements is FALSE regarding consumption subcultures?
consumption must be shared physically to be a shared ritual that creates and sustains a group
A loyal consumer will often use _____ to protect their brand by reducing the importance they put on a given attribute.
discounting
Leigh received a digital camera for her birthday. She was able to figure this product out pretty easily because it only required a moderate change in how she used to take pictures. One thing she had to get used to was printing the pictures instead of taking a role of film to a processor. This is an example of a _______ innovation.
dynamically continuous
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 characterizes opinion leaders?
enduring involvement in product or activity
Which of the following is NOT a factor accounting for inconsistencies between measures of beliefs and feelings and observations of behavior?
failure to consider negative reactions
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 type of appeal uses the threat of negative (unpleasant) consequence if attitudes or behaviors are not altered?
fear appeals
Quaker Oats contains zero milligrams of sodium. This is an example of what type of belief?
feature belief
Which type of message framing stresses either the positive outcomes of performing a behavior or the negative outcomes of not performing a behavior?
goal framing
For which type of products can affect, emotions, and Aad play a role in more conscious, high-involvement settings?
hedonic products
Appeal characteristics represent _____ a message is communicated.
how
Valerie and her family are members of the Baptist church. They have accepted the Baptist church's values as their own and behave in a manner consistent with the church's values because their values and the church's values are the same. Which type of influence does the church possess with respect to Valerie and her family?
identification
Which type of reference group influence occurs when individuals have internalized the group's values and norms?
identification
Simply presenting a brand to an individual on a large number of occasions might make the individual's attitude toward the brand more positive is known as _____.
mere exposure
_____ refers to presenting one of two equivalent value outcomes either in positive or gain terms or in negative or loss terms.
message framing
Duane is attempting to determine consumers' attitudes toward his restaurant by asking them their beliefs about how his restaurant performs on several attributes, such as price, ambience, quality of the food, and friendliness of service. Consumers can rate his restaurant with a score of 1 to 7 for each of these attributes, with 7 being the highest. Duane adds up the scores to see how he performs, using the assumption that a higher total is better. At a basic level, which type of model is Duane using?
multiattribute attitude model
Which of the following is used to understand a consumer's cognitive component of attitude?
multiattribute attitude model
Amie usually wears a uniform to her Catholic school, but on the first Friday of every month, students can wear other clothes as long as they bring in something for the church's food bank. Amie loves to shop and has plenty of fashionable clothes, but on these free dress days, she usually wears blue jeans, a T-shirt, and athletic shoes. Her mother asked her why she doesn't wear her nice clothes, and Amie told her that she would be made fun of at school. Which type of influence do the other students have on Amie?
normative
Which type of reference group influence occurs when an individuals fulfills group expectations to gain a direct reward or to avoid a sanction?
normative
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 than the conventional version of the model. This is an example of a(n) _____.
one-sided message
Changing behavior prior to changing affect or cognition is based primarily on _____.
operant conditioning
Individuals who filter, interpret, or provide product and brand-relevant information to their family, friends, and colleagues are known as _____.
opinion leaders
Which of the following is NOT a guiding principle for marketing to online communities and social networks?
post marketing content so it does not stand out and appears as just another participant in the community, such as a flog
Which type of group's presumed perspectives or values are being used by an individual as the basis for his or her current behavior?
reference group
For which product category would a reference group's influence be strongest?
running shoes
Dr. Rosenfeld is the doctor on Sunday House Call, a Sunday morning health program on the Fox News channel. Dr. Rosenfeld is highly esteemed in his field and provides up-to-date medical information for viewers. Sometimes he recommends specific products, and Valerie, a regular viewer of the program, trusts what he says or recommends because he doesn't seem to have an apparent motive to mislead viewers. Which characteristic does Dr. Rosenfeld possess?
source credibility
_____ consists of trustworthiness and expertise.
source credibility
Vicki likes to visit a social network site, called Fanfiction.com, and read the stories that others post on this site. She doesn't really visit very often, and she has never posted a story on this site. Vicki is which type of social media participant?
spectators
Tony the Tiger, the Jolly Green Giant, and the Aflac duck are examples of _____.
spokescharacters
Which of the following occurs when a company provides financial support for an event such as the Olympics or a concert?
sponsorship
With respect to advertising, _____ can involve themes designed to encourage current owners to talk about the brand or prospective owners to ask current owners for their impressions.
stimulating
In which type of ad does a person, generally a typical member of the target market, recount his or her successful use of the product, service, or idea?
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
How does mere exposure enhance attitudes?
through enhanced familiarity
For years, L'Oreal hair color would say in their ad that L'Oreal is "expensive, but you're worth it." This is an example of which type of advertisement?
two-sided message
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 their advertisements so that over time consumers will transfer the positive affect associated with the music to the restaurant.
Which type of appeal involves informing the consumer of one or more functional benefits that are important to the target market?
utilitarian appeal
Which of the following is true regarding value-expressive versus utilitarian appeals?
utilitarian appeals are most effective for functional products.
Identification influence is also called _____ influence.
value-expressive
Instead of featuring any functional benefits of the product or brand in ads for the iPod, this product was introduced by showing a silhouette of a person dancing with the white earbudsr and holding a white iPod MP3 player. Which type of advertising appeal does this illustrate?
value-expressive appeal
Which type of appeal attempts to build a personality for the product or create an image of the product user?
value-expressive appeal
Online marketers attempt simulate "touch" by creating a(n) _____.
virtual direct experience
In which of the following consumption situations will a reference group's influence be strongest?
when use of product/brand is visible
Which of the following is a strategy for altering the cognitive component of a consumer's attitude?
all of the above
A learned predisposition to respond in a consistently favorable or unfavorable manner with respect to a given object is known as a(n) _____.
attitude
A _____ is a gathering of owners and others for the purposes of interacting with one another in the context of learning about and using the brand.
brandfest
Which of the following is an individual factor that can influence attitude change?
consumer knowledge
_____ is the first strategy a loyal consumer uses when their favorite brand is attacked with negative information.
discrediting
An approach to measuring the importance of attitude components that requires consumers to allocate 100 points among the components such that the distribution of the points reflects the relative importance of the component is _____.
none of the above
The _____ flow of communication involves opinion leaders for a particular product area who actively seek relevant information from the mass media as well as other sources. These opinion leaders process this information and transmit their interpretations of it to some members of their groups, and these group members also receive information from the mass media and other members who are not opinion leaders as well.
two-step
Normative influence is sometimes referred to as _____ influence.
utilitarian
Which of the following is NOT a reason why celebrity sources are effective?
Celebrities are physically attractive, and research has shown that individuals will agree with a physically attractive person regardless of the message or their own initial attitude.
Which of the following can be a component of a multiattribute model?
all of the above
The elaboration likelihood model posits two routes to persuasion, which are the _____.
central route and peripheral route
The manner in which innovations spread throughout a market is referred to as the _____.
diffusion processs
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.
Which of the following statements is true regarding brand communities?
One condition for a strong brand community appears to be a degree of uniqueness to the brand itself.
Which of the following is a common technique for inducing trial behavior?
all of the above
Which of the following is a factor affecting the spread of innovations?
all of the above
Which of the following is a factor that may account for inconsistencies between measures of beliefs and feelings and observations of behavior?
all of the above
Which component of attitude represents one's tendency to respond in a certain manner toward an object or activity?
behavioral
A nongeographically bound community, based on a structured set of social relationships among owners of a brand and the psychological relationship they have with the brand itself, the product in use, and the firm is known as a _____.
brand community
For years, American automobiles did not have the level of quality that foreign, particularly Japanese, automobiles had. However, that has changed, and most automobiles built in the United States have comparable or superior quality than imports. Consumers' attitudes are slow to change, however, and marketers must use which strategy to change the cognitive component of consumers' attitudes?
change beliefs
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
Jamie wants to purchase a notebook computer, but she has limited product knowledge about computers other than how to turn one on and use it. She expects to pay over $1,000 for this computers, so this is an important decision for her and she wants to make the right choice. For Jamie, this represents a(n) _____.
consumer dilemma
A distinctive subgroup of society that self-selects on the basis of a shared commitment to a particular product class, brand, or consumption activity is known as a _____.
consumption subculture
Harley-Davidson motorcycle owners that join a Harley group, Jeep owners that attend events sponsored by Jeep, and Star Trek "Trekkies" are all examples of _____.
consumption subcultures
_____ is used by loyal consumers, whereby they "seal off" the negative information as a way to quarantine.
containment
Adoption of which type of innovation requires relatively minor changes in behavior or changes in behaviors that are unimportant to the consumer?
continuous innovation
How are actual behaviors and response tendencies most often measured?
direct questioning
Which of the following is a theory about how attitudes are formed and changed under varying conditions of involvement?
elaboration likelihood model
Howard is 30 years old, does not create his own content, but he consumes other people's content by reading blogs, and watching videos. Which category of social media participant is Howard?
joiners
Charles was the last person on his block to purchase a color television set, and that was in the 1980s. He just couldn't see the reason to purchase a new color television if his old one was working just fine. He finally purchased one because his old TV stopped working. In terms of adopter categories, Charles would be classified as a(n) _____.
laggard
Several consumers rely on information they obtain from others they see as knowledgeable about a specific product they are interested in purchasing (i.e., opinion leaders) as well as information they learn from marketing communications (i.e., advertisements) and other people that are not experts in the product category. Which type of communication flow does this represent?
multistep
Advertisements or sales messages in which only one point of view is expressed are referred to as _____.
one-sided messages
Mitch seems to know everything about cars - at least that's what his friends and family think. He has been involved with cars since he was a child and even took an engine apart and put it back together again by the time he was 16 years old. He reads several publications related to cars, visits Web sites, and hangs out with others who are interested in cars as well. Due to his enduring involvement with this product category, Mitch would be considered a(n) _____.
opinion leader
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 to persuasion influenced Dana?
peripheral route
With respect to advertising, _____ opinion leadership can involve presenting the results of surveys showing that a high percentage of either knowledgeable individuals or typical users recommend the brand.
stimulating
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
Which type of advertisement or sales presentation presents both good and bad points?
two-sided message
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
