Consumer Behavior Final
When consumer input is requested by firms online it is called: A. crowdsourcing B. response generating C. input requesting D. data sourcing E. consumer inputting
A. crowdsourcing
Which trait reflects an individual difference in consumers' propensity to be biased against the purchase of foreign products? A. need for affiliation B. need for uniqueness C. consumer ethnocentrism D. agreeableness E. introversion
C. consumer ethnocentrism
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 & b E. a, b, & c
E. a, b, & 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 & b E. a, b, & c
E. a, b, & c
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
E. 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
E. all of the above
Which of the following is considered a dimension of brand personality? A. ruggedness B. excitement C. sincerity D. competence E. all of the above
E. all of the above
Name and describe the two components of memory.
Short-term: working memory, portion of total memory that is currently activated or in use Long-term: portion of total memory devoted to permanent info storage
For years, American automobiles did not have the level of quality that foreign, particularly Japanese, automobiles had. However, that has changed, and most automobiles built in the United States have comparable or superior quality than imports. Consumers' attitudes are slow to change, however, and marketers must use which strategy to change the cognitive component of consumers' attitudes? A. change beliefs B. shift importance C. add beliefs D. change ideal E. change feelings
A. change beliefs
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
A. chunking
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
A. 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? A. classical conditioning B. operant conditioning C. iconic learning D. vicarious learning E. reinforced learning
A. classical conditioning
Marcus purchased a Harley-Davidson motorcycle because he identifies himself with what he feels is the typical owner of a Harley (a rough, tough manly-man). Many other owners of this brand also feel this way, and they get upset when they see someone like Marcus riding one because they think is not the "right" kind of person to own this brand (that is, definitely not a rough, tough manly-man). Which characteristic of brand communities does this illustrate? A. consciousness of kind B. rituals and traditions C. moral responsibility D. similarity E. brand fanaticisim
A. consciousness of kind
Brielle prefers to be in a large group rather than alone. She is talkative when with others and is very bold. Which personality trait best describes Brielle? A. extroversion B. instability C. agreeableness D. openness to experience E. conscientiousness
A. extroversion
Trenton and Madison are married and now 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
A. food at home
Trent was gathering information on new flat screen 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 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
A. information overload
___ refers to the capacity of individuals to attend to and process information. A. intelligence B. IQ C. ability D. aptitude E. motivation
A. intelligence
CH 9 ___ is total accumulation of prior learning experiences A. memory B. brand image C. brand equity D. information processing E. positioning
A. memory
Simply presenting a brand to an individual on a large number of occasions might make the individual's attitude toward the brand more positive is known as _____. A. mere exposure B. the familiarity effect C. positive exposure D. repetitive exposure E. the saturation effect
A. mere exposure
The energizing force that activates behavior and provides purpose and direction to that behavior is known as _____. A. motivation B. personality C. emotion D. perception E. needs
A. motivation
Which of the following is considered an individual factor affecting attention? A. motivation B. intensity C. clutter D. attractiveness E. isolation
A. motivation
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
A. right
Dr. Oz is a doctor on a weekly health program, and Dr. Oz is highly esteemed in his field and provides up-to-date medical information for viewers. Sometimes he recommends specific products, and Ronnie, a regular viewer of the program, trusts what he says or recommends because he doesn't seem to have an apparent motive to mislead viewers. Which characteristic does Dr. Oz possess? A. source credibility B. source derogation C. source experience D. source likeability E. source attractiveness
A. source credibility
Advertisements and packages for Kellogg's Smart Start breakfast cereal include the seal of the American Heart Association, indicating that it is a hearty-healthy choice. This seal can influence consumers to purchase this brand because the American Heart Association has a reputation of trustworthiness and expertise. The seal appearing on packages and in advertisements represents a _____. A. third-party endorsement B. testimonial C. two-sided message D. sponsorship E. message frame
A. third-party endorsement
What is meant by the term "Hemispheric Lateralization?"
Activities that take place on each side of the brain
Sota likes Toyota automobiles because he thinks they have the highest reliability of all automobiles on the market. His belief about Toyota's reliability represents which component of his attitude? A. affective B. cognitive C. factual D. behavioral E. bugger
B cognitive
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
B. Asch phenomenon?
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. zapping B. advertising wearout C. interference D. pulsing E. poor positioning
B. advertising wearout
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
B. brand image
Capitalizing on brand equity by using an existing brand name for new products is called: A. family branding B. brand leveraging C. brand extensions D. umbrella branding E. all of the above
B. brand leveraging
___ is defined as the exponential expansion of word-of-mouth. A. dispersion B. buzz C. infection D. gossip E. dissemination
B. buzz
___ represents the density of stimuli in the environment. A. program involvement B. clutter C. repetition D. intensity E. isolation
B. clutter
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
B. consumer socialization
Which adopter group represents the critical, second category (13.5 percent) to adopt an innovation? A. late minority B. early adopters C. early majority D. late laggards E. second adopters
B. early adopters
Consumers have described Apple's products as imaginative and up-to-date. The brand is also considered daring, changing the traditional media models. Based on this description, which dimension of brand personality best describes Apple? A. sincerity B. excitement C. competence D. sophistication E. ruggedness
B. excitement
What is the basic consumption unit for most consumer goods? A. organization B. household C. individual D. husband E. wife
B. household
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
B. income
___ is separating a stimulus object from other objects. A. positioning B. isolation C. formatting D. contrasting E. lateralization
B. isolation
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
B. long-term memory
Mizuki claims to know everything about Japan. He reads about the country, watches Japanese shows online and even taught a class to high school students (nobody signed up). He constantly updates himself by visiting Japanese websites, and hangs out with others who are interested in Japan as well (not many). Due to his enduring involvement and expertise in this area, Mizuki would be considered a(n) A. product maven B. opinion leader C. product fanatic D. product endorser E. market leader
B. opinion leader
Which of the following reflects the relatively stable behavioral tendencies that individuals display across a variety of situations? A. motivation B. personality C. emotion D. perception E. needs
B. personality
Which of the following is not a guiding principle for marketing to online communities and social networks? A. become part of the community B. post marketing content so it does not stand out and appears as just another participant in the community, such as a flog C. take advantage of the unique capabilities of each venue D. transparency E. a & b
B. post marketing content so it does not stand out and appears as just another participant in the community, such as a flog
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
B. product repositioning
___ 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
B. proximity
Yvette doesn't know much about Virtual Reality headsets, so when she went shopping for one, she decided on the model that had the highest price and the best warranty as well as one she had seen a lot of advertising for. Yvette used these factors as ___. A. inferential variables B. quality signals C. just noticeable difference cues D. sensory cues E. choice determinants
B. quality signals
Which of the following occurs when a company provides financial support for an event such as the Olympics or a concert? A. third-party endorsement B. sponsorship C. celebrity endorsement D. source credibility E. two-sided message
B. sponsorship
Sarah and Chase 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
B. traditional family
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? A. Change consumers' beliefs about attributes of his restaurant. B. Use positive music in their advertisements so that over time consumers will transfer the positive affect associated with the music to the restaurant. C. Convince consumers that an attribute for which this restaurant is strong is more important than other attributes consumers consider for this product category. D. Inform consumers that delivery is now available. E. Offer coupons to get consumers to visit the restaurant.
B. use positive music in their advertisements so that over time consumers will transfer the positive affect associated with the music to the restaurant.
CH 7 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
B. word-of-mouth
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
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
In an attempt to alter consumers' cognitive component of their attitude toward Pepsi brand of cola, a freshness date was added on the cans. Pepsi wanted consumers to consider this attribute that was never a consideration before. Pepsi was using which strategy to alter the cognitive structure of a consumer's attitude? A. change beliefs B. shift importance C. add beliefs D. change ideal E. change feelings
C. add beliefs
A learned predisposition to respond in a consistently favorable or unfavorable manner with respect to a given object is known as a(n) _____. A. belief B. emotion C. attitude D. cognition E. attribute
C. attitude
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
C. conditioning
Strong, relatively uncontrollable feelings that affect our behavior are known as _____. A. motivations B. personality C. emotions D. perceptions E. needs
C. emotions
Which of the following stages of the information-processing model constitute(s) 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
C. exposure, attention, and interpretation
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? A. one-sided message B. two-sided message C. fear appeal D. third-party endorsement E. comparative ad
C. fear appeal
Rachel and her husband JT are now in their 40s and have two children living at home. Their daughter, Peyton, is 14 years old, and their son, Craig 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
C. full nest II
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
C. group
Which of the following statements is FALSE regarding humorous appeals? A. Ads built around humor appear to increase attention to the ad. B. The overall effectiveness of humor is generally increased when the humor relates to the product or brand in a meaningful way. C. Humorous ads are low risk because they tend to translate well across situations and cultures. D. Companies have been successful using humor that is only loosely tied to the product. E. Ads built around humor appear to increase liking of the ad.
C. humorous ads are low risk because they tend to translate well across situations and cultures
CH 8 ___ 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
C. information processing
Which of the following is NOT an advertising tactic used to communicate brand personality? A. celebrity endorsers B. user imagery C. length of the ad D. tone of the ad E. type of media outlet
C. length of the ad
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
C. level of involvement
Marcus and Brielle are in their 40s, childless, and were married for 15 years but are now divorced. However, Brielle has always wanted children, so she adopted a son, Matt, who is now two years old. To which stage of the household life cycle do Brielle and her son belong? A. single parent I B. divorced parent I C. single parent II D. full nest I E. delayed full nest I
C. single parent II
The Geico Gecko, the Jolly Green Giant, and the Aflac duck are examples of _____. A. celebrity spokespersons B. sponsors C. spokescharacters D. two-sided messages E. inanimate celebrity characters
C. spokescharacters
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
C. the degree of commitment the individual feels to a group
Describe the difference between classical and operant conditioning.
Classical: attempts to create an association between a stimulus (brand name) and some response (behavior/feeling) Operant: attempts to create an association between a response (buying a brand) and some outcome (satisfaction) that serves to reinforce the response
Which of the following statements 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 of the above are true E. none of the above are true
D. all of the above are true
The value consumers assign to a brand above and beyond the functional characteristic of the product is known as ___. A. brand solvency B. brand liquidation C. brand image D. brand equity E. brand leverage
D. 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
D. brand equity
A set of human characteristics that become associated with a brand is referred to as _____. A. brand image B. brand equity C. brand leverage D. brand personality E. brand positioning
D. brand personality
Many Jeep owners elect to become members of a Jeep ___ and attend brand fests such as Jeep Jamboree, Jeep 101, and Camp Jeep. A. exchange B. speedway-sponsored events C. insurance policy D. community E. a & b
D. community
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
D. consumption subcultures
CH 6 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
D. household
A new company that developed a touch screen projector system, while initially for universities and business, it now has a consumer version and is running a commercial that is 60 minutes long. The inventor of the system shows the versatility and uniqueness of the product, and several "regular" people demonstrating how easy it is use. In fact, this system does far more because of the many different ways it can be utilized. 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
D. infomercial
Tristan finally got a phone number from a girl, and instead of writing it down, he kept repeating it to himself over and over until he could dial the numbers and make the call (didn't help - fake numbers). Which of the following describes what Tristan was doing? A. developing a schema B. developing a script C. employing imagery D. maintenance rehearsal E. chunking information
D. maintenance rehearsal
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
D. perceptual mapping
Sarah appeared in a television commercial for a local eyewear/designer glasses firm. She tells the audience how she suffered from headaches several times a month due to the wrong glasses she had purchased. However, once she visited this particular store in the mall and picked different glasses, her headaches disappeared. She claimed, "I kept expecting the headaches to come back, but they didn't. I have a whole new lease on life, thanks to LensCrafters!" Which type of ad is this? A. single message B. two-sided message C. comparative ad D. testimonial ad E. demonstration
D. testimonial ad
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, target and reach E. they don't have different needs than married couples
D. they are not easy to identify, target and reach
Which of the following is an online "pass-it-along" strategy? A. online guides B. dispersion C. blogs D. viral marketing E. e-gossip
D. viral marketing
Allee had an unpleasant experience at the Kiku restaurant one day. She went back to work and told all her coworkers and friends about the 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
D. word-of-mouth
___ 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
D. zipping; zapping
Which of the following is TRUE regarding consumers who are highly involved in a specific product category? A. They are more likely to pay attention to relevant marketing messages. B. They are more likely to engage in analytical reasoning to process and learn new information. C. They are more likely to seek out information from numerous sources prior to a decision. D. They are more likely to act as opinion leaders. E. All of the above are true.
E. all of the above are true
Zach is teaching his son, Derek, how to handle money, count change, how to save for a desired purchase, and how to choose an appropriate product. Zach is teaching his son A. buying skills B. consumption-related preferences C. consumption-related attitudes D. economic skills E. consumer skills
E. consumer skills
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.
E. consumers generally trust advertising as much as they do WOM.
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
E. expectation bias
___ 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
E. exposure
Compare and contrast one-sided and two-sided messages.
-One-sided: marketers only present benefits of product (one point of view is expressed) -Two-sided: marketers present good and bad points of product
Name the stages of the household life cycle (HLC). (The HLC refers to households in terms of age of the adults, their marital status, and the age of children at home).
-Single I -Young couples -Full nest I -Single Parent I -Single II -Delayed full nest I -Full nest II -Single Parent II -Empty nest I -Empty nest II (>64) -Single III
List the four factors that are involved with the nature of perception
-exposure -attention -interpretation -memory
Identify the five adopter categories of innovations and the percentage of the population for each category.
-innovators (2.5%) -early adopters (13.5%) -early majority (34%) -late majority (34%) -laggards (16%)
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.
-strength of social tie -type of contact -attraction
Jon wears Tommy Hilfiger clothing and drives an expensive automobile. He likes these types of brands because he feels they communicate his image to others. These brands are satisfying Jon's _____. A. need for attribution B. need for autonomy C. need for tension reduction D. need for reinforcement E. need for expression
E. need for expression
Madison is very imaginative and appreciative of all types of art. She is very creatively talented, and others come to her for novel solutions to problems because she tends to "think outside the box." Which core trait best describes Madison? A. extroversion B. introversion C. instability D. agreeableness E. openness to experience
E. openness to experience
Which of the following is not a factor affecting the spread of innovations? A. relative advantage B. trialability C. compatibility D. observability E. profitability
E. profiability
Companies spend millions of dollars each year for celebrities to appear in their marketing communications and these are often a good investment. Identify six reasons why celebrity endorsers can be effective.
1. Attention--celebrities may attract attention to the advertisement. Consumers tend to be curious about celebrities and are drawn to ads in which they appear. 2. Attitude toward the ad--A celebrity's likeability and popularity often translate into higher Aad which can enhance brand attitudes. 3.Trustworthiness--despite being paid for their endorsements, celebrities often develop strong and credible public personas that consumers trust, and trust translates into purchases. 4. Expertise--some celebrities are also experts, particularly in music and sports. 5. Aspirational aspects--consumers may identify with or desire to emulate the celebrity, and as a consequence, they may imitate the behavior and style of a celebrity through purchases of similar brands and styles. 6. Meaning transfer--consumers may associate known characteristics of the celebrity with attributes of the product that coincide with their own needs or desires.
Brand personality is a set of human characteristics that become associated with a brand. What are the basic dimensions of brand personality and their facets?
1. Brand competence: reliability, intelligence, success 2. Brand sincerity: genuine, honest, wholesome 3. Brand excitement: imaginative, daring, up-to-date 4. Brand sophistication: elegant, charm, refined 5. Brand toughness: powerful, forceful, potent
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
A. adaptation level theory
Nike has several models of athletic shoes, and most have high functionality. However, several models are also sleek looking and can actually make a fashion statement for the wearer as well as performing the functional aspects of the product. By going beyond the cognitive associations of functionality and attempting to tap consumers' affective reactions, Nike and other marketers are developing products with _____. A. aesthetic appeal B. aspirational appeal C. benefit appeal D. social appeal E. personality appeal
A. aesthetic appeal
When Sarah 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
A. affective interpretation
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
A. brand leverage
