CS 657 Exam 1 - Review

What are the two types of data? (select all that apply) a. Primary data b. Secondary data c. Tertiary data d. Initial data e. All of the above

a & b

What are some factors that influence visual perception? (select all that apply) a. Package size and shape b. Distinctive lettering/font c. Color d. Aroma e. Sound f. appearance of being new or worn

a, b, c & f

Which of the following statements is true of prevention-focused consumers? a. They are highly receptive to new products. b. They tend to be the target for marketers launching a new product. c. They are motivated to act in ways to achieve positive outcomes. d. They tend to preserve the status quo by staying with the option they know. e. They focus on hopes, wants, and accomplishments.

d

_____ is the tendency to show greater memory for information that comes first in a sequence. a. Ascendency b. Recency c. Primacy d. Dormancy e. Occupancy

c

True or false: Packaging can be an important retrieval cue for food products.

true

True or False: Unlike taxonomic categories, goal-derived categories exhibit graded structure

False

True or False: Imagery vastly improves the amount of information that can be processed and stimulates future choice.

True

True or False: Taxonomic category is how consumers group objects in an orderly way based on their similarity

True

True or False: When processes are low, attitudes can be formed based on a few simple beliefs.

True

True or False: When we apply little effort and form attitudes based on feelings, the same three factors that influence cognitive reasoning also influence affective attitudes.

True

Indicate the correct response: _____ is the portion of memory where incoming information is encoded or interpreted in the context of existing knowledge, and kept available for more processing a. Working memory b. Dynamic memory c. Coded memory d. Characteristic memory e. Static memory

a

What are the two forms of explicit memory that are key concepts in marketing and advertising? a. Recognition b. Intuition c. Recall d. Remembering e. Logic

a & c

What are the two broad methods of consumer research? (indicate all that apply) a. Quantitative b. Qualtrics c. Qualquant d. Qualitative e. All of the above

a & d

What are characteristics of attention? (indicate all that apply) a. Attention is limited b. Attention must be selective c. Attention can be divided d. Attention is effortless e. Attention is consistent

a, b & c

What are some examples of Selective Exposure? (select all that apply) a. Zipping: fast forward through ads b. Zapping: switching channels during ads c. Cord-cutting: streaming over cable/satellite television d. Channel surfing e. Binge watching

a, b & c

What are different types of need conflicts? (select all that apply) a. Approach-avoidance conflict b. Avoidance-activate conflict c. Approach-approach conflict d. Avoidance-avoidance conflict e. Approach-assimilate conflict

a, c & d

What are some factors that influence exposure? a. position of an ad b. name c. product distribution d. shelf placement e. price

a, c & d

Which of the following are drivers of motivation? (indicate all that apply) a. Needs b. Distribution c. Goals & values d. Personal relevance e. Pricing

a, c & d

Indicate the correct response: _____ represents a somewhat higher, more meaningful level of processing than simply having stimuli register on consumers' sensory receptors. a. Source identification b. Selective exposure c. Perceptual organization d. Zipping e. Zapping

c

Which of the following statements is true of acquisition behavior? a. Attitudes toward materialism, status, and self-concept do not play a role in acquisition behavior. b. Consumers tend to procrastinate in redeeming coupons and gift cards when deadlines are close. c. Ways of obtaining goods and services include renting, leasing, trading, and sharing. d. Disposition represents one type of acquisition behavior. e. Acquisition behavior of one customer cannot be linked with disposition behavior of another customer.

c

_____ is a process that involves consumers becoming bored with a stimulus. a. Attrition b. The mere exposure effect c. The deactivation effect d. Wearout e. Closeness

d

To which of the following industries & groups is consumer behavior relevant? a. Marketing managers b. Ethicists and advocacy groups c. Public policy makers and regulators d. Friends & family e. All of the above

e

What are different techniques used to enhance memory? a. Chunking b. Rehearsal c. Recirculation d. Elaboration e. All of the above

e

What are the different stages involved in the process of decision making? a. Problem recognition b. Information search c. Decision-making d. Post purchase evaluation e. All of the above

e

What are ways of attracting attention in marketing communication, such as advertising? a. Personal relevance b. Pleasantness c. Element of surprise d. Easy to process e. All of the above

e

Which of the following are applications of Consumer Behavior? a. Product development b. Brand positioning c. Pricing d. Distribution e. All of the above

e

Which of the following are characteristics of needs? a. internally or externally activated b. Dynamic c. Exist in hierarchy d. Can cause conflict e. All of the above

e

______ means coming into physical contact with a stimulus. a. Inference b. Motivation c. Ability d. Opportunity e. Exposure

e

True or False: consumers will search the same information sources no matter what stage of the search process they are in.

false

true or false: According to Maslow, people generally fulfill higher-order needs before they fulfill lower-order needs.

false

true or false: Echoic memory is sensory memory of things we see

false

Fill in the black with the correct response: Brands viewed as the best examples of a product category are called _____.

prototypical brands

true or false: Confirmation bias is related to the concept of selective perception.

true

true or false: If two cars are the same price, then price is not diagnostic, or useful, when consumers are making a decision.

true

true or false: Online consumer reviews have a significant effect on sales of brands that enjoy strong brand equity.

true

true or false: culture refers to the typical or expected behaviors, norms, and ideas that characterize a group of people.

true