Test #2
Advertising Wearout
A local car dealership advertises quite frequently on local broadcast and cable television, and it seems as though the man in the ad is always yelling for consumers to "Come on down, you'll be glad you did!" This car dealership uses the same type of ad over and over even though the specific information changes, and consumers tend to shut out the message, evaluate it negatively, or disregard it. John is so sick of these ads that he instantly changes the channel when one comes on. This is an example of _____. A) zipping B) advertising wearout C) interference D) pulsing E) poor positioning
Household
According to the Census Bureau, all the people who occupy a housing unit is defined as a _____. A) buying unit B) blended family C) family household D) household E) traditional family
Traditional Family
Barry and Laurie have been married for almost twenty years, and this is the first marriage for both of them. They have two children living at home. Which type of family is this? A) nontraditional family B) traditional family C) blended family D) step family E) combination family
consumer skills
Bob his teaching his son, Jack, how to handle money, count change, how to save for a desired purchase, and how to choose an appropriate product. Bob is teaching his son _____. A) buying skills B) consumption-related preferences C) consumption-related attitudes D) economic skills E) consumer skills
Brand Leveraging
Capitalizing on brand equity by using an existing brand name for new products is called
word-of-mouth
Clara had an unpleasant experience at a local restaurant at lunch one day. She went back to work and told all her coworkers about this experience, and many of them said they would never go back to that restaurant. Which type of communication is this an example of? A) negative B) two-step flow C) multistep flow D) word-of-mouth E) indirect
Classical Conditioning
Coca-Cola does not advertise during the evening news because the marketer does not want the often negative information reported on the news to create a negative feeling toward the brand. Which type of learning creates an association between the brand and some response? A) classical conditioning B) operant conditioning C) iconic learning D) vicarious learning E) reinforced learning
Classical Conditioning - is the process of using an established relationship between one stimulus (e.g., music, beautiful outdoor scene) and response (e.g., pleasant feelings) to bring about the learning of the same response (e.g., pleasant feelings) to a different stimulus (e.g., the brand). Operant Conditioning - involves rewarding desirable behaviors such as brand purchases with a positive outcome that serves to reinforce the behavior.
Describe the difference between classical and operant conditioning
Adaptation level theory
For a period of time, Energizer Batteries used mock commercials for seemingly boring, mundane products. A few seconds into the mock commercial, viewers heard the distinctive drumbeat of the Energizer Bunny before it marched across the screen. Several viewers said that when they heard the drums, they looked at and attended to the commercial because they liked the bunny. However, over time, viewers stopped paying attention to the commercial. What theory suggests that if a stimulus doesn't change, over time we adapt or habituate to it and begin to notice it less? A) Adaptation level theory B) Dual-coding theory C) Expectation theory D) Wear-out theory E) Over-exposure theory
consumption subcultures
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 _____. A) cohort groups B) clone groups C) dissociative reference groups D) consumption subcultures E) purchase consortiums
Innovators (2.5%) Early Adopters (13.5%) Early Majority (34%) Late Majority (34%) Laggards (16%)
Identify the five adopter categories of innovations and the percentage of the population for each
expectation bias
Individuals' interpretation of stimuli tend to be consistent with their expectations, an effect referred to as the _____. A) expectation response B) affect intensity C) individual bias D) expectation trait E) expectation bias
Exposure, attention, interpretation, memory
List the four factors that are involved with the nature of perception
Community
Many Jeep owners elect to become members of a jeep _____ and attend brand fests such as jeep jamboree, jeep 101, and camp jeep
Brand Image
Many consumers associate Mercedes automobiles with status, luxury, quality engineering, and high price. This is an example of Mercedes' _____. A) brand equity B) brand image C) brand leverage D) brand position E) brand identity
opinion leader
Mitch claims 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) _____. A) product maven B) opinion leader C) product fanatic D) product endorser E) market leader
Memory consists of two interrelated components: short-term memory and long-term memory. These are not distinct physiological entities. Instead, short-term memory (STM) or working memory is that portion of total memory that is currently activated or in use. Long-term memory (LTM) is that portion of total memory devoted to permanent storage.
Name and describe the two components of memory.
Younger (< 35) is comprised of four stages: (a) Single I--single, no children; (b) Young married--married, no children; (c) Full nest I--married, children < 6 years; and (d) Single parent I--single, children < 6 years. Middle-aged (35-64) is comprised of five stages: (a) Single II--single, no children; (b) Delayed full nest I--married, children < 6 years; (c) Full nest II--married, children > 6 years; (d) Single parent II--single, children > 6 years; and (e) empty nest I--married, no children. Older (> 64) is comprised of two stages: (a) Empty nest II--married, no children and (b) Single III--single, no children.
Name the stages of the household life cycle (HLC) in terms of age of the adults, their marital status, and the age of children at home.
Maintenance 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? A) developing a schema B) developing a script C) employing imagery D) maintenance rehearsal E) chunking information
A and B
Regarding the balance of family roles and purchasing, which of the following traditionally male-dominated categories is (are) tipping toward the wife? A) TV remote control B) household finances C) family weekend activities D) a and b E) all of the above
Asch phenomenon
Research has shown that the power of groups to influence an individual to agree with the incorrect judgment of the others is known as the _____. A) group effect B) Asch phenomenon C) Skinner effect D) Pavlov phenomenon E) follower effect
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 _____. A) inferential variables B) quality signals C) just noticeable difference cues D) sensory cues E) choice determinants
All of the Above
Stages of the household life cycle are based on ____. A) age of the adult members B) marital status of the adult members C) presence of children D) age of children E) all of the above
full nest II
Teresa and John are both in their 40s and have two children living at home. Their daughter, Erin, is 14 years old, and their son, Stephen, is 11 years old. To which stage of the household life cycle do they belong? A) young married B) full nest I C) full nest II D) delayed full nest I E) laggards
single parent II
Teri and Ed are in their 40s, are childless, and were married for 15 years but are now divorced. However, Teri has always wanted children, so she adopted a daughter, who is now two years old. To which stage of the household life cycle does Teri and her daughter belong? A) single parent I B) divorced parent I C) single parent II D) full nest I E) delayed full nest I
Infomercial
The manufacturer of the Little Giant Ladder runs a commercial that is 60 minutes long. The inventor of the ladder shows the versatility and uniqueness of this ladder, and several "regular" people demonstrate how easy it is to use. In fact, this ladder is over 20 ladders in one because of the many different ways it can be configured. Viewers can call the 800 number or visit the Web site to purchase this product. This is an example of a(n) _____. A) product placement B) advertorial C) advertising program D) infomercial E) infotorial
consumer socialization
The process in which young people acquire skills, knowledge, and attitudes relevant to their functioning as consumers in the marketplaces is known as _____. A) consumer education B) consumer socialization C) consumer programming D) consumer research E) consumer acclimation
Brand Equity
The value consumers assign to a brand above and beyond the functional characteristics of the product is known as _____. A) brand solvency B) brand liquidation C) brand image D) brand equity E) brand leverage
consciousness of kind
Todd purchased a Harley-Davidson motorcycle because he identifies himself with what he feels is the typical owner of a Harley. Many other owners of this brand also feel this way, and they get upset when they see someone riding one who they think is not the "right" kind of person to own this brand. Which characteristic of brand communities does this illustrate? A) consciousness of kind B) rituals and traditions C) moral responsibility D) similarity E) brand fanaticism
food at home
Tony and Katie are in their 50s, and both have careers that keep them very busy. However, their children are grown, so they have more free time and money than they used to have. Which type of product or service are they likely to spend LESS money on than they have in the past? A) food at home B) expensive vacations C) meals out D) house-cleaning E) luxury cars
group
Two or more individuals who share a set of norms, values, or beliefs and have certain implicitly or explicitly defined relationships to one another such that their behaviors are interdependent is known as a(n) _____. A) family B) organization C) group D) cohort E) generation
Chunking
Using the toll-free number 1-800-FLOWERS to help consumers remember the phone number is an example of _____. A) chunking B) maintenance rehearsal C) zipping D) minimizing E) conditioning
Product Repositioning
Vanity Fair, the makers of Lee jeans, learned from market research that young men perceived the brand as for women. As a result, they developed an advertising campaign targeted to young men and used Buddy Lee, which is a little doll in dungarees that is portrayed as "cool," to alter this market's perception of this brand. Vanity Fair's deliberate decision to significantly alter the way the market views its brand is an example of _____. A) product positioning B) product repositioning C) brand extension D) brand leveraging E) brand revival
information overload
Walker was gathering information on plasma and LCD TVs because he wanted to purchase one for his household. He bought several electronic product magazines, visited several electronics stores, searched the Internet, and paid attention to the ads in the newspaper to learn more about this product. However, he was confronted with so much information that he could not attend to all of it. In fact, he it got to the point that he would not attend to it and became frustrated. This is an example of _____. A) information overload B) information burnout C) shopping burnout D) giving up E) consumer backlash
Classical and Operant
What are the two basic forms of conditioned learning? A) classical and operant B) classical and iconic C) iconic rote and modeling D) analogy and metaphor E) positive and negative
Income
What is a major difference between delayed full nest I and younger new parents? A) the number of children B) income C) education D) commitment E) years married
The idea behind hemispheric lateralization is that different parts of our brain are better suited for focused versus nonfocused attention.
What is meant by the term "hemispheric lateralization"
Household
What is the basic consumption unit for most consumer goods? A) organization B) household C) individual D) husband E) wife
Brand Leverage
When Honda introduced its Odyssey mini-van, its advertising merely claimed, "It's the Honda of mini-vans." This is an example of _____. A) brand leverage B) brand generalization C) brand discrimination D) brand substitute E) brand complement
affective interpretation
When Joan sees an ad with a kitten or puppy, she always pays attention because seeing them makes her feel so happy. This emotional or feeling response triggered by the ads is known as _____. A) affective interpretation B) consumer inference C) cognitive interpretation D) perceptual interpretation E) perceptual relativity
Crowdsourcing
When consumer input is requested by firms online it is called ________
Early Adopters
Which adopter group represents the critical, second category (13.5 percent) to adopt an innovation
Conditioning
Which of the following involves presenting two stimuli in close proximity so that eventually the two are perceived to be related or associated? A) pairing B) combining C) conditioning D) operating E) shaping
Post marketing content so it does stand out and appears as just another participant in the community, such as a flog
Which of the following is NOT a guiding principle for marketing to online communities and social networks?
a, b, and c
Which of the following is a characteristic of a consumption subculture? A) an identifiable, hierarchical social structure B) a set of shared beliefs or values C) unique jargon, rituals, and modes of symbolic expression D) a and b E) a, b, and c
all of the above
Which of the following is a factor determining a reference group's influence on a consumer? A) whether or not the product is a necessity B) whether the use of the product or brand is visible to the group C) the degree of commitment the individual feels to a group D) the individual's confidence in the purchase situation E) all of the above
a, b, and c
Which of the following is a household factor that influences purchase and consumption behavior? A) structure of household unit B) stage of the household life cycle C) household decision process D) a and b E) a, b, and c
They are not easy to identify and reach
Which of the following is a reason marketers rarely target unmarried couples? A) it is illegal B) it is not cost efficient C) their purchasing power is minimal D) they are not easy to identify and reach E) they don't have different needs than married couples
viral marketing
Which of the following is an online "pass-it-along" strategy? A) online guides B) dispersion C) blogs D) viral marketing E) e-gossip
Motivation
Which of the following is considered an individual factor affecting attention? A) motivation B) intensity C) clutter D) attractiveness E) isolation
Profitability
Which of the following is not a factor affecting the spread of innovation?
Level of Involvement
Which of the following is the primary determinant of how material is learned? A) education level B) age C) level of involvement D) occupation E) gender
All of the above are true
Which of the following is true? (A) It is hard to "unlearn" (B) Learning can happen subconsciously (C) Experience (e.g., pushing a button gets results) can result in learning (D) All the above are true (E) None of the above is true
Perceptual Mapping
Which of the following offers marketing managers a useful technique for measuring and developing a product's position by taking consumers' perceptions of how similar various brands or products are to each other and relates these perceptions to product attributes? A) regression analysis B) conjoint analysis C) analytical mapping D) perceptual mapping E) laddering
exposure, attention, and interpretation
Which of the following stages of the information-processing model constitute perception? A) exposure B) exposure and attention C) exposure, attention, and interpretation D) exposure, attention, interpretation, and memory E) exposure, attention, interpretation, memory, and action
Consumers generally trust advertising as much as they do WOM.
Which of the following statements is FALSE regarding word-of-mouth (WOM) communications? A) It is estimated that two-thirds of all consumer product decisions are influenced by WOM. B) Negative experiences are powerful motivators of WOM. C) Going beyond satisfaction to deliver more than was expected appears to have the potential to generate substantial WOM. D) Not all personal sources are equal in value. E) Consumers generally trust advertising as much as they do WOM.
A subliminal ad is different from a "normal" ad in that it "hides" key persuasive information within the ad by making it so weak that it is difficult or impossible for an individual to physically detect.
Which of the following statements is true regarding subliminal stimuli? A) Research on messages presented too rapidly to elicit awareness indicates that such messages can actually have a substantial effect. B) There is evidence that marketers are using subliminal messages. C) A subliminal ad is different from a "normal" ad in that it "hides" key persuasive information within the ad by making it so weak that it is difficult or impossible for an individual to physically detect. D) Subliminal advertising has not been the focus of intense study and public concern. E) Masked symbols, deliberate or accidental, do appear to affect standard measures of advertising effectiveness and can influence consumption behavior.
Left
Which side of the brain is primarily responsible for verbal information, symbolic representation, sequential analysis, and the ability to be conscious and report what is happening? A) right B) left C) front D) back E) top
word-of-mouth
Which type of communication involves individuals sharing information with other individuals in a verbal form including face-to-face, phone, and the Internet? A) mass advertising B) word-of-mouth C) impersonal D) two-step E) multistep
Long-term memory
Which type of memory is viewed as an unlimited, permanent storage that can store numerous types of information such as concepts, decision rules, processes, affective (emotional) states, and so forth? A) short-term memory B) long-term memory C) primary memory D) secondary memory E) episodic memory
Informational influence Normative influence Identification influence
You are a marketing manager and want to use the power of reference groups to influence consumers. Reference group influence can take three forms. Name each group
Information Processing
_____ is a series of activities by which stimuli are perceived, transformed into information, and stored. A) Perception B) Interpretation C) Information processing D) Perceptual exposure E) Selective exposure
Buzz
_____ is defined as the exponential expansion of word-of-mouth. A) Dispersion B) Buzz C) Infection D) Gossip E) Dissemination
Isolation
_____ is separating a stimulus object from other objects. A) Positioning B) Isolation C) Formatting D) Contrasting E) Lateralization
Memory
_____ is the total accumulation of prior learning experiences. A) Memory B) Brand image C) Brand equity D) Information processing E) Positioning
Exposure
_____ occurs when a stimulus is placed within a person's relevant environment and comes within range of their sensory receptor nerves. A) Perception B) Attention C) Interpretation D) Perceptual offense E) Exposure
Zipping; zapping
_____ occurs when one fast-forwards through a commercial on a prerecorded program, and _____ involves switching channels when a commercial appears. A) Zapping; muting B) Zapping; zipping C) Zipping; muting D) Zipping; zapping E) Muting; avoiding
Ability
_____ refers to the capacity of individuals to attend to and process information. A) Intelligence B) IQ C) Ability D) Aptitude E) Motivation
Proximity
_____ refers to the fact that stimuli positioned close together are perceived as belonging to the same category. A) Organization B) Proximity C) Closeness D) Closure E) Affect
Clutter
_____ represents the density of stimuli in the environment. A) Program involvement B) Clutter C) Repetition D) Intensity E) Isolation
