Consumer Behavior Exam 1

The capacity of STM is thought to be in the range of __________ bits of information

5 to 9

Identify the correct statement(s).

A - Product placement is an attempt by marketers to accidentally expose consumers to products in order to counteract consumers' selective exposure.

Identify the correct statement. The model for customer product involvement ...

A - presents intrinsic self-relevance and situational self-relevance as impacting the level of consumer involvement.

Identify the correct statement(s).

D - The more involved a consumer is in the surrounding programming to a marketing stimulus, and the higher the congruity between the the programming and the stimulus, the more attention the consumer will pay to the stimulus.

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

Discrediting

Feelings or emotional reactions to an object reflect the __________ component of an attitude.

affective

Which of the following is an individual factor that can influence attitude change?

consumer knowledge

Brands in the schematic memory that come to mind (are recalled) for a specific problem or situation are known as the

evoked set

__________ refers to the manner in which the message is presented.

format

Which type of memory structure is a complex web of associations?

schema

Cameron was searching the Internet for information on digital cameras. He went to a search engine (i.e., Google) and searched the keywords "digital camera." Unbeknownst to him, several banner ads for brands and retailers of digital cameras appeared on the results page that was activated based on the terms he used in his search. These banner ads are known as

smart banners

Identify the incorrect statement(s) related to products as bundles of benefits.

B - A specific type of product benefit is a functiosocial benefit.

Identify the incorrect statement.

C - The involvement level of consumers cannot change.

__________ involves presenting an incomplete stimulus with the goal of getting consumers to complete it and thus become more engaged and involved.

Closure

Leslie was participating in a market research study, and she was asked to list all of the brands of computer printers that come to her mind. She listed HP, Epson, and Lexmark. These brands represent Leslie's

Evoked set

Affective motives focus on the person's need for being adaptively oriented toward the environment and achieving a sense of meaning.

FALSE

Extroversion, instability, agreeableness, openness to experience and conscientiousness are dimensions of brand personality.

FALSE

Self-concept indicates that consumers are relating brand information to themselves.

FALSE

Arrange the following steps in the correct order. When a marketer wants to increase customer involvement by changing customer intrinsic self-relevance, the following sequence of events need to take place. The marketer must ...

Identify a changing consumer characteristic. Build a product attribute into the product that will address the changing consumer characteristic or solve the consumer problem. Identify a functional consequence that the product attribute will deliver to the consumer. Identify a psychosocial consequence the functional consequence will deliver to the consumer. Identify a consumer value the psychosocial consequence will help the consumer to achieve.

__________ involve(s) the use of an unexpected twist or artful deviation in how a message is communicated either visually in the ad's picture or verbally in the ad's text or headline.

Rhetorical figures

Smoke detectors, preventive medicines, insurance, retirement investments, seat belts, burglar alarms, and sunscreen are all examples of products to satisfy consumers' __________ needs

Saftey

__________ meaning is the conventional meaning assigned to a word such as found in the dictionary.

Semantic

__________ consists of trustworthiness and expertise

Source credibility

Which of the following occurs when a company provides financial support for an event such as the Olympics or a concert?

Sponsorship

Flashbulb memories are fleeting experiences that tend to be forgotten quickly.

TRUE

Theories based on which need view the consumer as a problem solver who approaches situations as opportunities to acquire useful information or new skills?

TRUE

Attention is determined by which factor?

The stimulus, the individual, and the situation

Individual characteristics affecting interpretation include traits, learning and knowledge, and expectations.

True

Stimulus characteristics affecting interpretation include traits, organization, and changes.

True

The information processing model has four major steps or stages: exposure, attention, interpretation, and memory.

True

A consumer's propensity to pursue differentness relative to others through the acquisition, utilization and disposition of consumer goods is exhibiting

a need for uniqueness.

The likelihood and ease with which information can be recalled from long-term memory is termed

accessibility

Denise tends to experience emotions more strongly than most people, so much so that there are some ads that she cannot even watch because they make her cry. This trait is known as

affect intensity

Janice and her mother were visiting an art gallery, and they were looking at modern art. When they came to one painting, Janice said, "I like that." When her mother asked her why she liked it, all she could say was, "I don't know, I just like it." Which component of attitude does this represent?

affective

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

affiliation

Which of the following can be a component of a multiattribute model?

all of the above

Which of the following is a factor that may account for inconsistencies between measures of beliefs and feelings and observations of behavior?

all of the above

Swiss Miss instant hot chocolate uses images of winter Olympic athletic events with athletes and fans warming up to a mug of their instant cocoa. While Swiss Miss is not an official sponsor of the winter Olympics, consumers viewing the ads might reasonably infer that they were. What type of marketing is this?

ambush marketing

High-involvement learning often involves

analytical reasoning & operant conditioning

A learned predisposition to respond in a consistently favorable or unfavorable manner with respect to a given object is known as a(n)attitude

attitude

The affective component of an attitude is one's tendency to respond in a certain manner toward an object or activity.

behavioral

A marketer can include ________ (choose between "more" or "less") information on a website than in a radio commercial because consumers can control the pace of exposure to information _______ (choose between "better" or "worse") on a website than listening to a radio commercial.

blank1: more blank2: better

Using the toll-free number 1-800-FLOWERS to help consumers remember the phone number is an example of

chunking

What are the two basic forms of conditioned learning?

classical and operant

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

classical conditioning

Which of the following involves presenting two stimuli in close proximity so that eventually the two are perceived to be related or associated?

conditioning

Consumers who purchase only popular brands because of insecurity are most likely influenced by the __________ motive.

ego-defense

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

elaboration likelihood model

Which type of ad is designed primarily to elicit a positive affective response rather than to provide information or arguments?

emotional ad

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

expectation bias

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

explicit memory

__________ occurs when a stimulus is placed within a person's relevant environment and comes within range of their sensory receptor nerves.

exposure

Which of the following is not considered an emotional dimension?

feeling

For which type of products can affect, emotions, and Aad play a role in more conscious, high-involvement settings?

hedonic products

Pat is purchasing new tires for his car. Since he expected to spend $400 or more for these tires, he started researching on the Internet. He spent several days learning about this product and studied several consumer magazines (e.g., Consumer Reports). He decided to purchase Yokohama tires because they were rated the best tire value. Which type of learning situation does this illustrate?

high-involvement learning

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 website to purchase this product. This is an example of a(n)

infomercial

Which of the following is a motivational state caused by consumer perceptions that a product, brand, or advertisement is relevant or interesting?

involvement

The minimum amount that one stimulus can differ from another with the difference still being noticed is referred to as the

just noticeable difference

Beyond projective techniques, a popular tool for identifying motives is __________?

laddering, means-end chain, benefit chain

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

learning

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?

maintenance rehearsal

A consumer who buys a product because a close friend bought one may be fulfilling a __________ motivation.

modeling

A consumer who purchases a certain style of clothes to establish and reinforce a unique identity is most likely fulfilling a need for

modeling

Which of the following statements is false regarding situational factors affecting attention?

motivation and ability are two major situational factors affecting attention

Which motives reflect needs for observable cues or symbols that enable people to infer what they feel and know?

need for objectification

Stephanie is a working mother of two children. She has a stressful job, so she makes a point of walking two miles on her treadmill each day to help her unwind. By doing this, Stephanie is satisfying her

need for tension reduction

While any given advertisement for a product may focus on only one or a few purchasing motives, the

overall campaign should attempt to position the product in the schematic memory to correspond with the target market's purchase motives and advertising campaign needs to cover all the important purchase motives of the target market.

The need for stimulation is an active, external motive.

people often seek variety and difference out of a need for stimulation brand switching and impulse purchasing

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

perceptual defenses

Many victims of Hurricane Katrina were left without their homes, food, and water—basic necessities for living. Based on Maslow's hierarchy of needs, which motives were activated for these individuals?

physiological

The decision by a marketer to try to achieve a defined brand image relative to competition within a market segment is called

product positioning

Anything that increases the likelihood that a given response will be repeated in the future is considered

reinforcement

Ron owns a small retail establishment and is seeking your advice regarding getting shoppers' attention in the store. What should you recommend to Ron to help him get shoppers' attention?

ron should use warm colors, such as reds and yellows, because they are moving more arousing than cool colors

Which of Maslow's needs involves the desire for self-fulfillment, to become all that one is capable of becoming?

self-actualization

A substantial amount of brand switching when the current brand is satisfactory may be explained by the __________ motive.

stimulation

Many store brands use packaging and labeling that is similar to the more expensive national brand. The hope is that the look-alike package will elicit a similar response in consumers that encourages them to purchase the cheaper store brand. This is an example of

stimulus generalization

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?

testimonial ad

How does mere exposure enhance attitudes?

through enhanced familiarity

Attention is determined by three factors: the stimulus, the individual, and the situation

true

Advertisements for BC Headache Powders usually show blue-collar workers using this product to obtain fast pain relief caused by their job (e.g., heavy lifting). Which advertising tactic is BC using to communicate its brand personality?

user imagery

Identify the correct levels of product knowledge. (Hint: always identify to the most detailed level possible.)

Apple iPhone 12 Mini 128 GB Matches Model level Music streaming service matches Product class level Bubly Sparkling Water matchesBrand level SugarMatches Product form level

__________ is a series of activities by which stimuli are perceived, transformed into information, and stored.

Information processing

The owner of a local restaurant wants to enhance consumers' attitudes toward his restaurant by changing the affective component of their attitude. Which of the following is an appropriate approach to achieve this objective?

Use positive music in their advertisements so that over time consumers will transfer the positive affect associated with the music to the restaurant.

The source of a communication represents

who delivers the message

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 over $3.00 per gallon, which made the information important to consumers. This is an example of which type of appeal?

utilitarian appeal

Successful brand leverage generally requires that the original brand have a strong positive image and that the new product fit with the original product on each of the following four dimensions: complement, substitute, transfer, and image.

False

Arrange the following steps in the correct order. When a marketer wants to increase customer involvement by changing customer situational self-relevance, the following sequence of events need to take place. The marketer must ...

Identify a changing environmental characteristic the consumer is exposed to. Build an attribute into the product that will address the changing environmental characteristic or solve the consumer problem. Identify a functional consequence the product attribute will deliver to the consumer. Identify a psychosocial consequence the functional consequence will deliver to the consumer. Identify a consumer value the psychosocial consequence will help the consumer to achieve.

Which ketchup is the best quality? Why do you say so?

both are the same, same ingrediants just differnt branding

Dr. Thomas, a doctor and local news medical correspondent, has frequently appeared in "Ask the Doctor" segment on local news Radio. Dr. Thomas is highly esteemed in his field and provides up-to-date medical information for viewers and provides answers to callers' questions. Sometimes he recommends specific remedies and products, and Valerie, a regular listener of the segment, trusts what he says or recommends because he doesn't seem to have an apparent motive to mislead listeners. Which characteristic does Dr. Thomas possess?

source likability

The elaboration likelihood model posits two routes to persuasion, which are the

central route and peripheral route

See the attached image from the Best Buy website. Why are the action buttons on Best Buy's website yellow for "Add to Cart" and blue for "Build a Bundle"?

blue: trusting that the company can add other products that are compatible with what you want to buy. Yellow: grasp attention of buyer to add this item and purchase it