Test 2 Chapter 11

Which type of ad is designed primarily to elicit a positive affective response rather than to provide information or arguments? Question options: one-sided message two-sided message fear appeal emotional ad comparative ad

emotional ad

_____ is used by loyal consumers, whereby they "seal off" the negative information as a way to quarantine. Question options: Avoiding Discrediting Discounting Containment Skipping

containment

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? Question options: primary route secondary route central route peripheral route direct route

Central route

Changing behavior prior to changing affect or cognition is based primarily on _____. Question options: classical conditioning operant conditioning iconic rote learning analytical reasoning mere exposure

Operant conditioning

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 more than $3.00 per gallon, which made the information important to consumers. This is an example of which type of appeal? Question options: value-expressive appeal comparative ad two-sided message utilitarian appeal supportive appeal

Utilitarian appeal

Feelings or emotional reactions to an object reflect the _____ component of an attitude. Question options: knowledge cognitive affective behavioral orientation

affective

Online marketers attempt simulate "touch" by creating a(n) _____. Question options: online simulated experience virtual direct experience enhanced content, such as videos for experiential products ability to experience products in a virtual context all of the above

all of the above

Which of the following can be a component of a multiattribute model? Question options: a consumer's attitude toward a particular brand a consumer's belief about how a brand performs on a given attribute the importance the consumer attaches to an attribute a consumer's ideal level of performance on an attribute all of the above

all of the above

Which of the following do marketers need to be concerned about with respect to using celebrities as company spokespersons? Question options: overexposure of the celebrity negative behavior involving the spokesperson image of the celebrity does not match the image of the product or brand A and B A, B, and C

all of the above

Which of the following is a common technique for inducing trial behavior? Question options: coupons free samples point-of-purchase displays tie-in purchases all of the above

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) _____. Question options: belief emotion attitude cognition attribute

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 _____. Question options: emotion personality attitude orientation intelligence

attitude

Segmenting consumers on the basis of their most important attribute or attributes is called _____. Question options: benefit segmentation demographic segmentation psychographic segmentation attribute segmentation utilitarian segmentation

benefit segmentation

Marketers must promote _____ rather than _____, especially for less knowledgeable consumers and for complex products. Question options: features; benefits benefits; avoidance benefits; features features; contents consistency; inconsistency

benefits; features

The elaboration likelihood model posits two routes to persuasion, which are the _____. Question options: primary route and secondary route temporary route and permanent route central route and peripheral route manifest route and latent route direct route and indirect route

central and peripheral

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? Question options: one-sided message two-sided message fear appeal third-party endorsement comparative ad

fear appeal

For which type of products can affect, emotions, and Aad play a role in more conscious, high-involvement settings? Question options: durable products hedonic products services high-price products nondurable products

hedonic products

_____ refers to presenting one of two equivalent value outcomes either in positive or gain terms or in negative or loss terms. Question options: Message sidedness Message framing Benefit segmentation Positive/negative message Priming

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

Tony the Tiger, the Jolly Green Giant, and the Aflac duck are examples of _____. Question options: celebrity spokespersons sponsors spokescharacters two-sided messages inanimate celebrity characters

spokescharacters