4201 Ch. 1-6

recall

"Essay Test" Reconstruct from memory with no cues = VERY HARD.

recognition

"Multiple Choice Test" Identify stimulus we have seen before

cued or aided recall

"fill in the blanks" Reconstruct from cues ex: While watching X last night, did you see a commercial for (brand name)?

elaboration

-relating information to what you already know/thinking about it -If we process info more deeply, we're more likely to remember it

Brand Image

A _____ is a specific type of schema that captures what a brand stands for and how favorably consumers view it

True

A way to reduce skepticism about advertising is if an advertiser offers ad messages with information about product function, as this can provoke thinking about the product and stimulate positive product attitudes.

False

According to the mere exposure effect, we tend to prefer unfamiliar objects to familiar one

True

Associations in schemas vary in their salience, or how easily they come to mind.

False

By recalling, we transfer information into long-term memory by processing it at deeper levels of meaning.

Taxonomic Categories

Consumers have the natural tendency to group objects and people together in categories that share certain characteristics, called _____.

The Cognitive Response Model

Consumers' reactions to a message affect their attitudes about advertising; this is called:

goal derived (Ad hoc)

Contain things we perceive as relevant to a goal. §We use rules/experience to create these §Examples: §Things to do on a Friday night §Things you eat on a diet

False

Debbie is going to choose where to get her breakfast in the next few minutes by planning out the details of what she wants to eat. Debbie likely has a high level of personal agency.

True

Emotional resources affect the actions consumers take to participate in charitable events or donate to causes.

His absolute threshold

Eric went to a music store to buy some records. The store was playing popular music when he entered, but Eric only starts hearing the music when it was played at 40 decibels. In this scenario, for Eric, 40 decibels is:

learn whether consumers are currently satisfied with the offerings

Fletcher is an executive at Fresnas Inc., a clothing manufacturer. He communicates with clients to analyze what features consumers desire. Additionally, he records the quality improvements that consumers and clients suggest. In this scenario, Fletcher is trying to:

taxonomic

Group similar objects in same category. Objects in categories have same features - Lots of sharing within categories - Little sharing across categories 3 Levels Superordinate Basic "what is this" Subordinate "more specific

Closure

Halfpenny, an online shopping site, is famous for selling products at cheap prices. The logo of Halfpenny is printed in incomplete typeface with the tagline, "You complete the rest." This prompts its customers to visualize the rest of the logo. In this case, which of the following consumer perceptions is reflected in Halfpenny's logo?

False

Hedonic goods are generally less fun and experiential compared to utilitarian goods.

True

Hedonic goods are generally more fun and experiential compared to utilitarian goods; for instance, a boat used for leisure

Attitudes are more strongly related to behavior when they are accessible or "top of mind."

Identify a true statement about the attitude-behavior relationship of consumers

High-frequency words or names to which consumers have been heavily exposed (Axe, Old Spice, Secret)

If goal = recognition

False

In high-context cultures, consumers place more emphasis on what is said than on the surrounding visuals

have low savings and high debt rates

In the context of cognitive resources, which of the following statements is true of people low in financial literacy?

Consumers need to select what to pay attention to and simultaneously what not to pay attention to.

In the context of consumer behavior, which of the following statements is true of attention?

Consumers usually do not form confident attitudes towards the ad.

In the context of routes to persuasion, which of the following statements is true of low-effort situations?

Functional Needs

In the context of the different types of needs, _____ motivate the search for products that solve consumption-related problems.

12 ounces

Jared is the marketing manager at Blyrie Corp., a soda manufacturing company. In order to attract customers, he is planning to increase the quantity of soda in a 60-ounce bottle without increasing the price. Market research and testing show that two ounces of soda would have to be added to a 10-ounce bottle before consumers notice the increased quantity in the new bottles. In the context of Weber's Law, Blyrie Corp. would need to add _____ to the 60-ounce bottle before its customers notice the increased quantity.

Attitude Accessibility

Joshua recently watched an advertisement for organ donation. He feels a strong emotional connection with the ad. During a conversation with his friends about organ donation, he immediately remembers and mentions the ad. In this case, Joshua's attitude toward the ad can be characterized as having _____.

Diffusion

Kevin purchased a new smartphone the day it was launched in the market. He showed his friends the new phone, which encouraged them to buy the phone and tell their friends about it. In this scenario, Kevin's friends are involved in _____.

False

Less knowledgeable consumers are better able to think deeply about information than are equally motivated experts.

problem recognition

Linda, a teacher, used to walk to school every day. She recently moved to a house in a suburb outside the city and realized she would need to buy an SUV to commute. In the context of the process of making decisions, Linda is in the stage of?

Positioning

Magnira Corp. has launched a line of luxury cars. The newly launched cars offer several unique features that are not present in any other cars in the market. In this case, Magnira Corp. is involved in _____.

understand what consumers and clients value

Marketers need consumer behavior insights to

True

Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.

False

Motivation is determined by time, distractions, and the complexity, amount, repetition, and control of information to which consumers are exposed.

True

NFC is likely correlated with intelligence. = ...... Because more intelligent people tend to think more and think deeper.

Personality Trait

Need for cognition is a(n) ____

False

Need for cognition reflects a person's attitude. ..... Because NFC is about how much a person tends to think and their need to think deeply.

Brand Extension

Nelo is a leading brand name in the apparel market. Marketers decide to use this brand name and venture into the footwear industry. Since consumers like the parent brand Nelo, marketers expect them to openly accept this new strategy. In this scenario, the brand strategy used is an example of _____.

True

Once a persuasive ad has effectively reached the targeted consumer segment, wear out causes a loss of persuasiveness.

False

People who are guided by the views and behaviors of others are called low self-monitors

long-term memory

Permanently stored knowledge = 3 types §1. Autobiographical (episodic) memory (specific to us). Knowledge about ourselves. §2. Semantic memory (general knowledge about the world) you know McDonalds is an American restaurant. §3. Implicit memory (memory for skills, like riding a bike)

prototype

Position close to _______ same color and shape. Makes sense when you are a copycat or knock off brand.

deactivation feelings

Print ads for MacPearson couch sets depict the comfort of sinking into your couch for a nap at the end of a hard day. In this scenario, the MacPearson couch sets ads are linked to the _____ category of affective responses

peripheral

Processing the central idea behind a marketing communication is called ....... when consumers' attitudes are based on: easily processed aspects of the message, such as the source.

False

Renting or lending an item is one way of getting rid of the item permanently.

Lack of Opportunity

Ronny dropped out of high school due to severe health issues. However, he wishes to finish his education and wants to join school. Since all the high schools in Rony's town have closed admissions for the year, he has to wait for the next year to enroll himself. Which of the following factors affects Rony's behavior in this scenario?

Simple Inferences

Ronny perceives Nostalgia Aromas to be an elite perfume brand since the ad for its perfumes features people in expensive designer clothes at an exclusive gala event. In this scenario, Ronny has acquired a simple belief by forming _____ _____based on simple associations.

Associative Network Model of Long-Term Memory

Set of associations in memory that are linked to a concept -Concepts, feelings, and events are stored in "nodes" -Associative links connect the nodes -Different for different individuals -Links created through knowledge and experience

False

Sources tend to be more trustworthy when they have the following three characteristics: (1) familiarity (2) status and (3) attractiveness.

Priming

The increased sensitivity to certain concepts and associations due to prior experience based on implicit memory is called _____

Schema

The set of associations linked to a concept in memory is referred to as a _____.

True

The theory of planned behavior is an extension of the theory of reasoned action model that predicts behaviors over which consumers perceive they have control.

- how disassociations are correlated in consumers' memory. - brand schemas.

This behavior inventory form helps classify actions and goals; their timing influences:

reflects whether we accurately understand what a sender intended to communicate.

Unlike subjective comprehension, objective comprehension:

long term

Very large storage capacity (essentially unlimited) -Information is never lost, but sometimes can't be retrieved Info is still somewhere in the warehouse, but you don't know the path to get there

peripheral route to persuasion

When a consumer has limited MAO to process marketing communications, he/she will still form attitudes through the

An advertisement showing how great it feels to wear a certain pair of shoes

Which of the following advertisements will persuade a promotion-focused customer?

Serious

Which of the following emotional responses is elicited with a combination of low pitch, firm rhythm, and consonant harmony in a musical piece used in an ad?

Needs can be internally activated. Or needs that are permanently satisfied once filled.

Which of the following is a characteristic of needs that affect motivation and behavior of consumers?

Advocacy groups

Which of the following is formed by concerned consumers to create public awareness of inappropriate practices of marketers?

Consumers seek information that supports their conclusions

Which of the following is true of motivated reasoning?

The more stores carry a product or brand, the higher the likelihood that consumers will encounter it.

Which of the following is true of the factors influencing consumers' exposure to marketing stimuli?

Strong arguments increase the credibility of a message.

Which of the following is true of the factors that affect the credibility of a message?

If a low-credibility source argues against his or her own self-interest, positive attitude change can result.

Which of the following statements is true of attitude change?

They devote little effort to processing information

Which of the following statements is true of consumers who have low motivation to achieve a goal?

Preattentive processing makes a brand name familiar to consumers.

Which of the following statements is true of preattentive processing?

Counterarguments can be decreased through the disrupt-then-reframe technique.

Which of the following statements is true of the cognitive responses of consumers?

Self-referencing

Which of the following strategies is used by marketers to increase the extent to which consumers engage in relating a message to their own experience?

True

With zapping, consumers avoid ads by switching to other channels during commercial breaks.=

Reference groups

____ are groups of people consumers compare themselves with for information regarding behavior, attitudes, or values

Disposition

____ is the process by which a consumer discards an offering.

Recognition

____ is the process of identifying whether we have previously encountered a stimulus when re-exposed to the stimulus.

thin-slice judgments

_____ are assessments consumers make after brief observations despite receiving minimal information input.

Rehearsal

_____ is a technique that means we are actively and consciously interacting with the material that we are trying to remember, perhaps by silently repeating or actively thinking about the information and its meaning.

Ability

_____ is defined as the extent to which consumers have the necessary resources to make the outcome happen.

The Hedonic Dimension

_____ refers to an ad creating positive or negative feelings =

Decay

_____, an element that contributes to failure of information retrieval from memory, occurs when memory strength deteriorates over time.

retrieval cue

a stimulus that facilitates a node's activation §E.g., image of Pillsbury logo is stored in LTM with brand name and brand associations §Picture of icon automatically conjures brand name (and all the associations you have with the brand) via spreading activation

graded structure

are all members of a category created equal? In other words, are all members of a category equally representative of that category? 2. Some members represent category better than others

The development of a low-calorie, good-tasting dessert as a substitute for calorie-rich desserts is an example of how marketers can help consumers to resolve _____________. a. approach contradiction. b. approach-avoidance conflict. c. approach-approach conflict. d. avoidance-avoidance conflict. e. avoidance contradiction.

b. approach-avoidance conflict.

I'm going to need some marketing research data for a new product that I'm about to launch. Which of these types of data would be considered primary data? a. Data collected by the Internal Revenue Service b. Data collected by the United States census c. Data collected during a focus group that I ran for this product d. Data collected by the research firm, MarkData, for Proctor and Gamble's product, Pampers e. Data collected by the advertising agency, OHS, for their main client

c. Data collected during a focus group that I ran for this product

Sharon takes the same route to work every day. During her commute, she does not notice the billboards that have been there for more than a week. In this scenario, Sharon is experiencing _____. a. closure b. zapping c. zipping d. source identification e. habituation

e. habituation

superordinate / basic / subordinate Robert has developed a favorable attitude toward a brand of stationery known as Impress because the brand is eco-friendly and promotes sustainability. He has since learned, through his own research, that Impress also engages in fair trade practices. Robert's attitude formation is an example of _____. a. attitude formation based on emotions b. central-route processing c. the endowment effect d. the sleeper effect e. normative influence

e. normative influence

Hierarchically structured categories range from _________ as the broadest to _________ in the middle to _________ as the finest level of categorization. a. subordinate / basic / superordinate b. basic / subordinate / superordinate c. basic / superordinate / subordinate d. superordinate / subordinate / basic e. superordinate / basic / subordinate

e. superordinate / basic / subordinate

taxonomic

example: all tea: green tea, black tea, herbal tea OR all flowers: daises, lilies,orchids, designer flowers

chunking

grouping multiple information items as a single unit (e.g., 1-800-FLOWERS, 1-800-GOTJUNK)

Match-up hypothesis

he ad for David Memorial Hospital features doctors holding clipboards and dressed in white lab coats with name badges on them in a hospital setting. They explain the effectiveness of Malrad, an arthritis painkiller. In this scenario, the ad is using _____.

sleeper

heard information from an untrustworthy source over time the information becomes more engrained in your brain

it involves simple beliefs

in the context of unconscious formation of attitudes in low-effort situations, which of the following statements is true of low-effort cognition?

malleable

individually determined how far from the prototype a thing can go and still be considered a category member

true

memory is constructive

Goal-Derived Categories:

shop by work outfit, weekend outfit, special occasion are

true

t/f: Categories are malleable and have graded sttructure

protoype

the best example of a category

future reflections on past consumer behavior in that product category.

the content and structure of knowledge within consumers' minds.

spreading activiation

§Activation of one note can spread to other notes in the network §Explains our seemingly random thoughts §Can't retrieve when link fades

Categorization

§Occurs when consumers use their prior knowledge to label, identify, and classify something new

experts

•people whose prior knowledge is well developed, in part because they have had a lot of experience and familiarity with an object or a task