Exam 2

The adoption process is the series of steps or stages a consumer goes through when purchasing an innovation: A) True B) False

A) True Adoption process is a term used to describe extended decision making when a new product is involved. 7

A positive mood during the presentation of information such as brand names enhances learning. A) True B) False

A) True A positive mood during the reception of information appears to enhance its relational elaboration. 9

Buzz marketing is known as the exponential expansion of WOM: A) True B) False

A) True Buzz happens when word spreads like wildfire with no or limited mass media advertising supporting it. 7

Chunking occurs when a person organizes individual items into groups of related items that can be processed as a single unit. A) True B) False

A) True Chunking can greatly aid in the recall of information from memory. 9

Theories based on a utilitarian need view the consumer as a problem solver who approaches situations as opportunities to acquire useful information or new skills. A) True B) False

A) True Consumers may approach ads and salespeople as a source of learning for future decisions as well as for the current one. 10

Even though e-fluentials make up a relatively small portion of the adult online community, they wield a lot of influence due to the fact that they communicate to a vast array of individuals both online and offline: A) True B) False

A) True E-fluentials actively use the Internet to gather and disseminate information through numerous online avenues including social media. 7

Expectations is an individual characteristic that influences interpretation. A) True B) False

A) True Expectations can lead to interpretation that is inconsistent with objective reality. 8

Imagery processing involves the recall and mental manipulation of sensory images, including sight, smell, taste, and tactile (touch) sensations. A) True B) False

A) True Imagery involves concrete sensory representations of ideas, feelings, and objects. 9

Clutter refers to the density of stimuli in the environment. A) True B) False

A) True In-store research suggests that cluttering the environment with too many point-of-purchase displays decreases the attention consumers pay to a given display. 8

Memory is the total accumulation of prior learning experiences. A) True B) False

A) True Memory is critical to learning. 9

Motives that are known and freely admitted are called manifest motives. A) True B) False

A) True Motives that conform to a society's prevailing value system are more likely to be manifest than those are in conflict with such values. 10

Product involvement indicates motivation or an interest in a specific product category, and it can be temporary or enduring. A) True B) False

A) True Product involvement can be temporary or enduring 8

One way for a marketer to avoid memory interference is to avoid competing advertising. A) True B) False

A) True Some companies actually pay a premium to ensure this exclusivity. 9

Instability (a core trait in the Five-Factor Model of Personality) is manifested by an individual being moody, temperamental, and touchy. A) True B) False

A) True The instability core trait is manifested by an individual being moody, temperamental, and touchy. 10

Product sampling is sometimes called: A) seeding. B) giveaways. C) WOM. D) networking. E) buzz.

A) seeding. Sampling, sometimes called "seeding," involves getting a sample of a product into the hands of a group of potential customers. 7

The essence of emotion is A) the subjective feelings generated. B) the thoughts generated by different emotions. C) the needs fulfilled by specific emotions. D) the behaviors generated by specific emotions. E) none of the above.

A) the subjective feelings generated. Subjective feelings are what we generally refer to when we think of emotions. 10

A script is a memory structure involving a complex web of association. A) True B) False

B) False A script is a memory of how an action sequence should occur. 9

Affective interpretation is a process whereby stimuli are placed into existing categories of meaning. A) True B) False

B) False Affective interpretation is the emotional response triggered by a stimulus such as an ad. 8

Attention generally increases across repeated exposures, and repetition often increases recall. A) True B) False

B) False Attention generally decreases across repeated exposures, and repetition often increases recall. 8

Brand image is a set of human characteristics that become associated with a brand. A) True B) False

B) False Brand personality is a set of human characteristics that become associated with a brand. 10

Co-branding is when an existing brand extends to a new category with the same name. A) True B) False

B) False Co-branding is an alliance in which two brands are put together on a single product. 8

The need for uniqueness is the trait that reflects an individual difference in consumers' propensity to be biased against the purchase of foreign products. A) True B) False

B) False Consumer ethnocentrism is the trait that reflects an individual difference in consumers' propensity to be biased against the purchase of foreign products. 10

Consumers' highest preference in interaction with firms via social media is to be marketed to: A) True B) False

B) False Consumers' highest preference is to get free products and coupons. 7

Interpretation occurs when a stimulus is placed within a person's relevant environment and comes within range of their receptor nerves. A) True B) False

B) False Exposure occurs when a stimulus is placed within a person's relevant environment and comes within range of their receptor nerves. 8

Identification influence is also called informational influence: A) True B) False

B) False Identification influence is also called value-expressive influence. 7

In cognitive learning, forgetting is often referred to as extinction. A) True B)

B) False In cognitive learning, forgetting is often referred to as retrieval failure. 9

Advertorials are program-length commercials with an 800 number and/or Web address through which to order or request additional information. A) True B) False

B) False Infomercials are program-length commercials with an 800 number and/or Web address through which to order or request additional information. 8

Perceptual mapping techniques are designed to provide information on latent motives. A) True B) False

B) False Projective techniques are designed to provide information on latent motives. 10

Transient memory, also known as working memory, is the portion of the total memory that is currently in use. A) True B) False

B) False Short-term memory, also known as working memory, is the portion of the total memory that is currently in use. 9

Attraction is a group classification variable that refers to the closeness and intimacy of the group linkages: A) True B) False

B) False Strength of social tie is the group classification variable that refers to the closeness and intimacy of the group linkages. 7

The length of an ad is a useful advertising tactic for communicating brand personality. A) True B) False

B) False The length of an ad is not a useful advertising tactic for communicating brand personality. 10

The need for ego defense is a type of cognitive preservation motive. A) True B) False

B) False The need for objectification is a type of cognitive presentation motive. 10

The constant flow of communication occurs when one person receives information from the mass media or other sources and passes it on to others: A) True B) False

B) False The two-step flow of communication occurs when one person receives information from the mass media or other sources and passes it on to others. 7

E-gossip is an online "pass-it-along" marketing strategy: A) True B) False

B) False Viral marketing is an online "pass-it-along" marketing strategy. 7

An inner force that stimulates and compels a behavioral response and provides direction to that response is A) a mood. B) a motive. C) an emotion. D) one's personality. E) none of the above.

B) a motive. Motivation helps answer the question of why consumers engage in specific behavior. 10

A person who consistently filters, interprets, and/or provides information to other group members is: A) a role stereotype. B) an opinion leader. C) a filter agent. D) an innovator. E) none of the above.

B) an opinion leader. Opinion leaders are known in their circles as the "go-to person" for specific types of information. 7

Learning is: A) the ability to relate to stimulus objects. B) any change in the content or organization of long-term memory and/or behavior. C) the ability to recall a stimulus object. D) the link between stimuli and information processing. E) none of the above

B) any change in the content or organization of long-term memory and/or behavior. Learning is the result of information processing. 9

When the receptor nerves are activated and pass the sensations on to the brain for processing, _____ has occurred. A) cognition B) attention C) interpretation D) exposure E) none of the above

B) attention Attention requires consumers to allocate limited mental resources toward the processing of incoming stimuli. 8

Primary groups are: A) made up entirely of an individual's relatives. B) characterized by limited interpersonal contact. C) members of the same subcultural group. D) characterized by frequent interpersonal contact. E) none of the above.

B) characterized by frequent interpersonal contact. Primary groups, such as family and friends, often wield considerable influence. 7

Perception involves the information processing stages of: A) converting feelings into thoughts. B) exposure, attention, and interpretation. C) relating external and internal influences. D) converting stimuli into effect. E) none of the above

B) exposure, attention, and interpretation. Perception is a process that begins with consumer exposure and attention to marketing stimuli and ends with consumer interpretation. 8

A consumer who buys a Mercedes-Benz because she feels it communicates her image to others is satisfying a need for _______. A) attribution B) expression C) tension reduction D) reinforcement E) autonomy

B) expression A consumer who purchases a certain brand of automobile because she feels it communicates her image to others is satisfying a need for expression. 10

Which type of memory is acute memory for the circumstances surrounding a surprising and novel event? A) episodic memory B) flashbulb memory C) primary memory D) conditional memory E) acute memory

B) flashbulb memory Some brand encounters create highly vivid and enduring episodic memories called flashbulb memories. 9

A method marketers use in response to ad avoidance is known as A) product integration. B) product placement. C) brand placement. D) product synergy. E) ad integration.

B) product placement. Product placement involves incorporating brands into media in exchange for payment or other consideration. 8

A group is broadly defined as: A) an aggregate of individuals sharing some common characteristic. B) 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 behavior is interdependent. C) an aggregate of individuals whose presumed perspective or values are being used by an individual as the basis for current behavior. D) two or more individuals whose behaviors are interdependent. E) none of the above

B) 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 behavior is interdependent. 7

Which type of participants in social media tend to be teens to late twenties?: A) Creators B) Critics C) Joiners D) Spectators E) Inactives

C) Joiners Joiners are teens to late twenties and tend to use social networking sites. 7

_____ holds that over time consumers adjust to and quit noticing repeated stimuli. A) subliminal stimulation. B) hemispheric lateralization. C) adaptation level theory. D) information overload. E) none of the above.

C) adaptation level theory. An ad that we initially notice when it's new may lose its ability to capture our attention as we become familiar with it. 8

Normative influence occurs when: A) individuals use the perceived group norms and values as a guide for their own attitudes and values. B) an individual uses the behaviors and opinions of reference group members as potentially useful bits of information. C) an individual fulfills group expectations to gain a direct reward or to avoid a sanction. D) all of the above. E) none of the above.

C) an individual fulfills group expectations to gain a direct reward or to avoid a sanction. Normative influence is strongest when individuals have strong ties to the group and the product involved is socially conspicuous. 7

The tendency of many consumers to discount claims made by advertising messages can be explained in part by A) contrast theory. B) classical conditioning. C) attribution theory. D) assimilation theory. E) none of the above.

C) attribution theory. The attribution theory means that consumers explain the cause of a favorable or unfavorable outcome to themselves or to some outside force. 10

Playing popular music in the background of an ad with the expectation that the advertised product will then elicit the same positive feelings is based on A) modeling. B) iconic rote learning. C) classical conditioning. D) operant conditioning. E) none of the above.

C) classical conditioning. Classical conditioning can lead to positive attitudes by influencing brand feelings and beliefs. 9

In Maslow's need hierarchy, the need to become all that one is capable of becoming is A) achievement. B) esteem. C) self-actualization. D) status. E) none of the above.

C) self-actualization. Self-actualization needs involve the desire for self-fulfillment, to become all that one is capable of becoming. 10

When scandals hurt the scandalized brand but also damage competitors in the industry the term for this effect is A) sabotage. B) discrimination. C) spillover. D) contrast. E) contamination.

C) spillover. One of the best ways for competitors to protect against spillover from scandals is to be highly differentiated. 9

Classical conditioning involves A) using reinforcement to alter the probability that a given behavior will be repeated. B) basing one's behavior on the observed outcomes of similar behaviors by others. C) using an established relationship between a stimulus and response to generate the same response to a different stimulus. D) using reasoning to develop new knowledge. E) none of the above.

C) using an established relationship between a stimulus and response to generate the same response to a different stimulus. Classical conditioning can lead to positive attitudes by influencing brand feelings and beliefs. 9

A series of activities by which stimuli are perceived, transformed into information, and stored is known as: A) the adoption process. B) classical conditioning. C) operant conditioning. D) information processing. E) none of the above.

D) information processing. Information processing is a series of activities by which stimuli are perceived, transformed into information, and stored. 8

A consumer who buys a product because a close friend bought one may be fulfilling _____ motivation. A) ego defense B) causation C) independence D) modeling E) none of the above.

D) modeling The need for modeling reflects a tendency to base behavior on that of others. 10

The process of using reinforcement to alter the probability that a given behavior will be repeated is known as A) cognitive learning. B) iconic rote learning. C) classical conditioning. D) operant conditioning. E) none of the above.

D) operant conditioning. Operant conditioning often involves influencing consumers to purchase a specific brand or product. 9

Which of the following factors does NOT determine attention: A) the stimulus B) the individual C) the situation D) the interpretation E) all of the above determine attention

D) the interpretation The same individual may devote different levels of attention to the same stimulus in different situations. 8

When communicating brand personality, executional factors go beyond the core message to include "how" it is communicated using ______. A) tone B) media C) pace D) logo E) all of the above

E) all of the above Marketers manage and communicate brand personality using executional factors such as tone, media, pace, and logo. 10

In most individuals, the left brain appears to control A) emotions. B) rational thought. C) verbal material. D) a and b. E) b and c.

E) b and c. The left brain is primarily responsible for verbal material and rational thought. 8

High-involvement learning A) occurs when the individual is paying little attention to the material. B) is not relevant to consumer behavior. C) occurs primarily in response to television commercials. D) is not very effective. E) none of the above

E) none of the above High-involvement learning occurs when the consumer is motivated to process or learn the material. 9

A distinctive subgroup of society that self-selects on the basis of a shared commitment to a particular product class, brand, or consumption activity is: A) a reference group. B) a primary group. C) a secondary group. D) an associative group. E) none of the above.

E) none of the above. A consumption subculture is a distinctive subgroup of society that self-selects on the basis of a shared commitment to a particular product class, brand, or consumption activity. 7