MKT 310 EXAM PRACTICE QUESTIONS

Our sometimes seemingly random thoughts are most likely explained by which concept:

Associative network

Source ________ refers to the perceived social value of a message source.

Attractiveness

true

During free recall tests consumers are asked to independently think of what they have seen without being prompted for this information first. T/F

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, as if he was actually dialing the number. Which of the following describes what Nick was doing?

Maintenance rehearsal

In instrumental conditioning, what is the distinction between negative reinforcement and punishment?

Negative reinforcement occurs when a negative outcome is avoided, while punishment occurs when an action causes a negative outcome.

Which of the following statements is FALSE regarding schemas?

Once an associative link is formed, it never decays.

Procedural memory is not encoded by the same brain area as semantic memory is.

Patient HM could improve his tracing of a star with repeated practice. What principle did this demonstrate for the first time?

For short term memory, information loss is due to:

Rehearsal and/or elaboration failure

memory

The process of acquiring information and storing it over time is called _______

The ________ refers to our more realistic appraisal of the qualities we have and don't have.

actual self

In an attempt to alter consumers' cognitive component of their attitude toward the 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

The elaboration likelihood model posits two routes to persuasion, which are the _____.

central route and peripheral route

All of the following are ways through which advertisers can enhance the memory of a message EXCEPT:

complex message

A woman no longer receives compliments on the perfume she wears. In learning terms, the stimulus-response connection has weakened. Which of the following terms best describes the situation?

extinction

Which of the following is a factor that may account for inconsistencies between attitudes and behavior?

failure to consider relative attitutdes failure to consider interpersonal influence failure to consider situational factors ALL OF THE ABOVE

Encoding is when consumers access desired information from their memory. t/f

false

John gambled on weekends. Part of his attraction to slot machines can be explained by information that serves as fixed-ratio reinforcement. t/f

false

Freud's theory of personality includes the ________.

id superego ego ALL OF THESE

Much learning takes effort and time, but some learning is so casual as to be unintentional. This type of learning is referred to as ________ learning.

incidental

When the ego tries to balance opposing forces, it uses the ________.

reality principle

__________ is knowledge about the world that is detached from specific scenarios.

semantic memory

All multiattribute attitude models specify the importance of attributes, beliefs, and ________.

importance weights

According to Freud, the system that acts as a referee in the fight between temptation and virtue is called ________.

the ego

________ refers to the tendency consumers have to react to stimuli similar to an original stimulus in a classical conditioning situation in much the same way they responded to the original stimulus.

the halo effect

Instead of spending the weekend working on the research paper due at the end of next week, Andrew decided to spend the weekend going out with friends. According to Freudian theory, which system dominated in Adam's decision?

the id

Conditioning effects are more likely to occur after the conditioned and unconditioned stimuli have been paired a number of times. t/f

true

Consumers' attraction to slot machines can be explained by the variable-ratio reinforcement schedule the machines use. t/f

true

During free recall tests consumers are asked to independently think of what they have seen without being prompted for this information first. t/f

true

Which type of advertisement or sales presentation presents both good and bad points?

two-sided message

A component of the ABC model of attitude is ________.

behavior cognition affect ALL OF THESE

Frank is sitting in his Psychology 101 class listening to his professor attempt to explain the "black box" process and its connection with learning. He suddenly smells the aroma of fresh cinnamon rolls, and his mouth begins to water. He looks around the room and sees a student in the last row bite into a big, juicy roll. "I wish I were sitting next to him," Frank thinks, "because I know I could steal a bite." What Frank just went through in class was similar to the "black box" process being described by his professor. This process is more closely associated with which of the following learning methods?

behavioral learning

I want people to associate McDonald's logo and hunger. Using Classical conditioning theory, my conditioned response would be:

buying McDonalds when im hungry

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 compared with imports. Consumers' attitudes are slow to change, however, and marketers must use which strategy to change the cognitive component of consumers' attitudes?

change beliefs

What type of learning theory emphasizes that people are problem solvers who actively use information from the world around them to master the environment?

cognitive learning theory

Classical conditioning takes place when a(n) ________ is continuously matched with a(n) ________.

conditioned stimulus; unconditioned stimulus

The observational learning process begins with a person being motivated to perform an action. t/f

false

When Shira was a young girl, her teacher gave her a sticker every time she earned above 90% on a test. Shira's teacher was using classical conditioning. t/f

false

Mary Jane is a very conservative businesswoman by day. However, when she decides to "go out on the town," she likes to party and "kick up her heels." This would be an example of a reaction due to the fact that many consumers ________.

have multiple selves

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

Taco Del Mar has a program where if you buy 10 burritos, you get the 11th They say that this program has had a very positive effect on sales. What behavioral principle are they using to increase sales?

operant conditioning

Match.com and eharmony.com measure identifiable personal characteristics called ________.

personality traits

If Coke were to introduce a new type of opener on their cans, they would have to be concerned about consumers' lack of this type of memory—dealing with motor tasks, because some people may experience continued frustration with the new design:

procedural

________ are the use of psychological, sociological, and anthropological factors to determine how the market is segmented by the propensity of groups within the market (and their reasons) to make a particular decision about a product, person, ideology, or otherwise hold an attitude or use a medium.

psychographics

Melissa knows that when she goes to the dentist she must make an appointment, show up on time, bring proof of insurance, and have her teeth cleaned before any other dental services will be performed. With respect to her visit to the dentist, Melissa has learned a schema known as a(n) ________.

service script

________ is when the person tries to evaluate their appearance by comparing it to the people depicted in artificial images.

social comparison

________ is the first element in the traditional communications model.

source

As May-Lee considers her purchase of shoes, she shifts back and forth between thinking about claims made by different brands, remembering what she has seen, and considering her thoughts and experiences with various brands. Which term describes what May-Lee is doing?

spreading activation

Behavioral learning theorists do not focus on internal thought processes; rather, they look to external evidence to study learning. What aspects of the environment are of most concern to behaviorists in studying learning?

stimulus and response

Brand extensions, licensing, and look-alike packaging are all marketing strategies based on ________.

stimulus generalization

Which type of reinforcement best characterizes what a person would typically experience while fishing?

variable-interval reinforcement

The ideal self is a person's conception of how she ________.

would like to be