CH 9 MKTG 411

At times, consumers will select a brand or service because they like it, even though they may not know why. This behavior relies on very basic, low-level feelings, or _____. a. affect b. effect c. encouragement d. reinforcement e. habit

A

The heuristic where a consumer makes a judgment by comparing a stimulus with the category prototype is called the _____. a. representativeness heuristic b. availability heuristic c. base rate information heuristic d. law of small numbers heuristic e. fluency heuristic

A

Which of the following is true of a heuristic? a. It is also referred to as rule of thumb. b. It is defined as doing the same thing time after time. c. It is a measurement standard. d. It is a global branding strategy. e. It is also referred to as a convenient way of doing things.

A

Consumers are less likely to recall more accessible or more vivid events, a tendency that influences their judgments—even though they may be unaware of this effect. a. True b. False

B

Judgments can also be influenced by the ease with which instances of an event can be brought to mind, a shortcut called the: a. representativeness heuristic. b. availability heuristic. c. base rate information heuristic. d. law of small numbers heuristic. e. fluency heuristic

B

Reinforcement in the form of frequent-buyer rewards cannot be effective. a. True b. False

B

____ comes from a feeling of satisfaction that occurs when we as consumers perceive that our needs have been adequately met. a. Internal framing b. Reinforcement c. Assessment d. Affective forecasting e. Information overload

B

Buying the same brand repeatedly because of a strong preference for it is called _____. a. product preference b. brand profitability c. brand loyalty d. habitual purchasing e. brand association

C

The consumer engages in thinking, which leads to feelings, which result in behaving, a progression known as: a. situational involvement with the product. b. cognitive decision making. c. the hierarchy of effects. d. affective forecasting. e. the performance prism.

C

____ is the view that behavior is a function of reinforcements and punishments received in the past. a. Brand switching b. Compensatory decision c. Operant conditioning d. Brand familiarity e. Classical conditioning

C