mkt quizzes

brand personality

A set of human characteristics that become associated with a brand is referred to as

elaborative activities

A television commercial for Senseo brand of coffee maker that can make coffee similar to what consumers purchase at coffee shops (e.g., Starbucks) encourages viewers to remember the experience of drinking their favorite coffee drinks at these types of shops. This coffee maker allows consumers to experience that sensation at home. What is this marketer trying to encourage?

when the characters praise the features of the brand and when an ad for the product appears during the commercial break.

According to Nielsen, product placements on TV work best

need to categorize

Adam was working on a term paper and was exposed to so much information that he devised a classification system to organize the different sources of information he was using. This reflects which cognitive preservation motive?

central route

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?

autonomy

An advertisement theme of "do your own thing" is most likely to be based on a need for

learning

Any change in the content or organization of long-term memory or behavior is known as

consistent

Attitude components tend to be

serenity

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

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)

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

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

zipping

Carla watches television shows whenever she has time because she uses a digital video recorder to record the shows. When she watches them, she fast-forwards through the commercials, which is known as

operant conditioning

Changing behavior prior to changing affect or cognition is based primarily on:

true

Consumer motivation and ability are the major individual factors affecting attention. (T/F)

excitement

Consumers have described Apple's iPod products, such as the iPod Touch and the new HomePod player, as imaginative and up-to-date. The brand is also considered to be daring, changing the traditional media models. Based on this description, which dimension of brand personality best describes the iPod?

Regulatory focus theory

Consumers will react differently depending on which broad set of motives is most salient.

50%

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

peripheral route

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?

importance

Donald has just learned that he has Type II diabetes, so he wants to learn as much as he can to manage his health. He reads health magazines, visits health-related websites, and reads product nutrition and ingredient information on packages. Donald's strength of learning is most likely to be strong due to which factor that affects the strength of learning?

false

Extroversion, instability, agreeableness, openness to experience, and conscientiousness are dimensions of brand personality. (T/F)

d

Generally speaking, compared to attitudes formed under the peripheral route, attitudes formed under the central route tend to be a. stronger. b. more resistant to counterpersuasion attempts. c. more accessible from memory. d. all of these choices are correct. e. more predictive of behavior.

direct questioning

How are actual behaviors and response tendencies most often measured?

repetition, rehearsal, elaboration

How can accessibility of information stored in long-term memory be enhanced?

testimonial ad

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?

expectation bias

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

negative behavior surrounding the celebrity

Kellogg recently dropped Olympic swimmer Michael Phelps as a celebrity endorser. Kellogg's decision was based on

affiliation

Kevin is shy and doesn't really like to be around others. Most of the others from his high school that went to the same college he did got involved in student organizations, such as fraternities and sororities, business organizations, and religious groups, but Kevin didn't join anything. Kevin has a low need for

true

Laddering is a popular tool for identifying latent motives.

iconic rote learning

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

true

Level of involvement is the primary determinant of how material is learned. (T/F)

cognition

Lori reads three newspapers a day and is always reading a book in the evening. She has a high need to engage in thinking, and she actually enjoys it. She likes to complete crossword puzzles and do other types of word games. Lori has a high need for

script

Memory of how an action sequence should occur is a special type of schema known as a(n)

maintenence rehearsal

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?

true

One critical aspect of attitudes is that all three components tend to be consistent. (T/F)

interpretation

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

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

benefit segmentation

Segmenting consumers on the basis of their most important attribute or attributes is called

affect intensity

Some people experience emotions more strongly than do others, which is a trait known as

perceptual defenses

The fact that all aspects of the perception process are extremely selective is referred to as

episodic memory

The memory of a sequence of events in which a person participated is called

sensory discrimination

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

true

The simplest form of message framing is attribute framing, where only a single attribute is the focus of the frame. (T/F)

brand equity

The value consumers assign to a brand above and beyond the functional characteristics of the product is known as

false

Value-expressive appeals involve informing the consumers of one or more functional benefits that are important to the target market. (T/F)

classical and operant

What are the two basic forms of conditioned learning?

elaboration likelihood model

What is the theory about how attitudes are formed and changed under varying conditions of involvement?

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.

transfer

When consumers see the new product (i.e., brand extension) as requiring the same manufacturing skills as the original, successful brand leverage is more likely. Which dimension is this referring to?

motive

Which construct represents an unobservable inner force that stimulates and compels a behavioral response and provides specific direction to that response?

instability

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

distraction

Which emotion would be classified under the "arousal" dimension of emotion?

projective techniques

Which of the following is (are) designed to provide information on latent motives?

e

Which of the following is a strategy for altering the cognitive component of a consumer's attitude? a. change beliefs b. shift importance c. add beliefs d. change ideal e. all of these

e

Which of the following is considered a dimension of brand personality? a. ruggedness b. excitement c. sincerity d. competence e. All of these choices are correct.

reliability

Which of the following is not a core trait in the Five-Factor Model of personality?

failure to consider negative reactions

Which of the following is not a factor accounting for inconsistencies between measures of beliefs and feelings and observations of behavior?

level of involvement

Which of the following is the primary determinant of how material is learned?

utilitarian appeals are best for functional products

Which of the following is true regarding value-expressive versus utilitarian appeals?

exposure, attention, interpretation

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

Once an associative link is formed, it is permanent.

Which of the following statements is false regarding schemas? a. Associative links vary in terms of how strongly and how directly they are associated with a node. b. Marketers expend substantial effort to influence the schema consumers have for their brands. c. Once an associative link is formed, it is permanent. d. A schema is also known as a knowledge structure. e. Concepts, events, and feelings are stored in nodes within memory.

e

Which of the following statements is false regarding situational factors affecting attention?\ a. Clutter represents the density of stimuli in the environment. b. Program involvement refers to how interested viewers are in the program or editorial content surrounding the ads. c. Clutter and program involvement are two major situational factors affecting attention. d. In advertising, consumers pay less attention to a commercial in a large cluster of commercials than they do to one in a smaller set. e. Motivation and ability are two major situational factors affecting attention.

need

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

affect

Which term is used to refer to the liking/disliking aspect of a specific feeling?

consumer ethnocentrism

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

utilitarian appeal

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

high involvement learning

Which type of learning situation is one in which the consumer is motivated to process or learn the material?

implicit memory

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

explicit memory

Which type of memory is characterized by the conscious recollection of an exposure event?

imagery processing

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

ad avoidance

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

elaborative activities

__________ are(is) the use of previously stored experiences, values, attitudes, beliefs, and feelings to interpret and evaluate information in working memory as well as to add relevant previously stored information.

interpretation

__________ is the assignment of meaning to sensations.

affective interpretation

__________ is the emotional or feeling response triggered by a stimulus such as an ad.

discrediting

__________ is the first strategy a loyal consumer uses when their favorite brand is attacked with negative information.

memory

__________ is the total accumulation of prior learning experiences.

preservation oriented

__________ motives emphasize the individual as striving to maintain equilibrium.

proximity

__________ refers to the fact that stimuli positioned close together are perceived as belonging to the same category.

info quantity

__________ represents the number of cues in the stimulus field.

attitude

an enduring organization of motivational, emotional, perceptual, and cognitive processes with respect to some aspect of our environment. - Leads to a perspective / orientation towards an aspect of the environment

beliefs, feelings, and response tendencies

attitude consists of which three main parts?

stronger, more resistant to counter-persuasion, more accessible from memory, more predictive of behaviors

attitudes formed under the central route tend to be:

weakly held beliefs and affect

can easily be convinced

situational, individual, communication

characteristics that influence the degree to which marketers can change attitudes of customers

lack of need

do not need now

lack of ability

ex. do not have ability to pay for product

classical cond, more communication, increase ad exposure

how can affective components be changed?

operant conditioning

how can behavioral components be changed?

change beliefs, shift importance, add beliefs, change ideals

how can cognitive components be changed?

individual characteristics

how open is the customer to changing attitudes?

central cues

influence persuasion under HIGH INVOLVEMENT but not LOW INVOLVEMENT

peripheral cues

influence persuasion under LOW INVOLVEMENT but not HIGH INVOLVEMENT

attitude ambivalence

it depends....

failure to consider relative attitudes

positive about product, but more positive about competing product

situational characteristics

situation (environment) the customer find himself/herself in

failure to consider interpersonal influence

swaying behavior due to power of influence

communication characteristics

the communication (source, message, medium) used by marketer to try and influence customer attitudes

change cognitive component, change affective component, change behavioral component

ways marketers can change customer attitudes: