How can an organization provide superior customer value to customers? Group of answer choices
The capacity of STM is thought to be in the range of __________ bits of information. 1 to 2 3 to 5 5 to 9 10 to 14 15 to 20
5 to 9
_________ motives deal with the need to reach satisfying feeling states and to obtain personal goals. Cognitive Affective Preservation-oriented Advancement-oriented Safety-oriented
Affective
Low-involvement learning often involves classical conditioning. iconic rote learning. modeling. All of these choices are correct. None of these choices are correct.
All of these choices are correct.
__________ occurs when the stimulus activates one or more sensory receptor nerves, and the resulting sensations go to the brain for processing. Attention Perception Exposure Interpretation Selection
Attention
__________ attempts to create an association between a stimulus (e.g., brand name) and some response (e.g., behavior or feeling). Analogous conditioning Iconic rote conditioning Classical conditioning Modeled conditioning Vicarious conditioning
Classical conditioning
__________ is a process whereby stimuli are placed into existing categories of meaning. Affective interpretation Consumer inference Cognitive interpretation Perceptual interpretation Perceptual relativity
Cognitive interpretation
_________ involves presenting the stimulus in such a way that it is perceived as the focal object to be attended to and all other stimuli are perceived as the background. Proximity Closure Inference Figure-ground Fore-ground
Figure-ground
________ is the assignment of meaning to sensations. Attention Perception Interpretation Hemispheric lateralization Information processing
Interpretation
_________ is the total accumulation of prior learning experiences. Memory Brand image Brand equity Information processing Positioning
Memory
__________ is an individual's characteristic response tendencies across similar situations. Motivation Emotion Empathy Personality Involvement
Personality
_______ motives emphasize the individual as striving to maintain equilibrium. Cognitive Affective Preservation-oriented Growth Leveling
Preservation-oriented
________ 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 Proximity Ambush marketing Contextual figures Affective interpretation
Rhetorical figures
_________ meaning is the conventional meaning assigned to a word such as found in the dictionary. Semantic Psychological Cognitive Affective Seminal
Semantic
__________ advertising is perhaps the fastest growing alternative media, allowing for exposure to __________ who tend to avoid traditional media, such as TV. Fashion magazine, females age 18-24 Grocery store, older consumers age 55+ Video game, young males age 18-24 Billboard, children age 2-7 None of these choices are correct.
Video game, young males age 18-24
Which of the following is false regarding how emotional responses to advertising influence consumer behavior? Emotional advertisements that trigger a positively evaluated emotion will enhance liking of the ad itself. Emotional content in advertisements enhances their attention, attraction, and maintenance capabilities. While emotional content in advertisements may increase attention, emotional messages have not been found to be processed more thoroughly than neutral messages. Repeated exposure to positive-emotion-eliciting ads may increase brand preference through classical conditioning. Repeated exposure to positive-emotion-eliciting ads may result in brand preference occurring in a direct, high-involvement way.
While emotional content in advertisements may increase attention, emotional messages have not been found to be processed more thoroughly than neutral messages.
Skippy is a well-known brand of peanut butter that recently introduced a line of snack bars bearing the Skippy name. This is an example of co-branding. a brand extension. a brand inference. repetition. quality signals
a brand extension.
A consumer's propensity to pursue differentness relative to others through the acquisition, utilization, and disposition of consumer goods is exhibiting consumer ethnocentrism. a need for cognition. a need for uniqueness. extroversion. agreeableness.
a need for uniqueness.
The likelihood and ease with which information can be recalled from long-term memory is termed retrieval. elaboration. maintenance. accessibility. learning.
accessibility.
Zipping, zapping, and muting are simply mechanical ways for consumers to selectively avoid exposure to advertising messages, often referred to as exposure avoidance. selective perception. selective interpretation. perceptual lateralization. ad avoidance.
ad avoidance.
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? adaptation level theory dual-coding theory expectation theory wear-out theory over-exposure theory
adaptation level theory
Which term is used to refer to the liking/disliking aspect of a specific feeling? emotion affect hedonic cognition valence
affect
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 physiological differentiation. psychological differentiation. affect intensity. cognitive intensity. psychological intensity.
affect intensity.
When Joan 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 affective interpretation. consumer inference. cognitive interpretation. perceptual interpretation. perceptual relativity.
affective interpretation.
Kevin is shy and doesn't really like to be around others. Most of the others from his high school that went to the same college he did got involved in student organizations, such as fraternities and sororities, business organizations, and religious groups, but Kevin didn't join anything. Kevin has a low need for categorization. consistency. autonomy. affiliation. modeling.
affiliation.
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? gorilla marketing stealth marketing product placement unethical marketing ambush marketing
ambush marketing
Consumers who actively complain when a product is not satisfactory are probably fulfilling __________ need. a modeling a consistency an affiliation an assertion attribution of causality
an assertion
Nikki likes to attend the movies, but she is concerned with how expensive ticket prices are getting and the cost of concessions. She wants to have fun, but she also knows that she needs to save money for college. Which type of motivational conflict is Nikki experiencing? approach-approach approach-avoidance avoidance-avoidance acceptable-unacceptable unacceptable-acceptable
approach-avoidance
The tendency of many consumers to discount claims made by sales people can be explained in part by contrast theory. assimilation theory. classical conditioning. attribution theory. None of these choices are correct.
attribution theory.
The repositioning of the Johnnie Walker whiskey brand with the Jane Walker whiskey special promotion may lead to consequences of brand equity erosion. customer alienation. brand extendability. All of these choices are correct. brand equity erosion and customer alienation.
brand equity erosion and customer alienation.
The value consumers assign to a brand above and beyond the functional characteristics of the product is known as brand solvency. brand liquidation. brand image. brand equity. brand leverage.
brand equity.
Many consumers associate Mercedes automobiles with status, luxury, quality engineering, and high price. This is an example of Mercedes' brand equity. brand image. brand leverage. brand position. brand identity.
brand image.
When Honda introduced its Odyssey mini-van, its advertising merely claimed, "It's the Honda of mini-vans." This is an example of brand leverage. brand generalization. brand discrimination. brand substitute. brand complement.
brand leverage.
A set of human characteristics that become associated with a brand is referred to as brand image. brand equity. brand leverage. brand personality. brand positioning.
brand personality.
Using the toll-free number 1-800-FLOWERS to help consumers remember the phone number is an example of chunking. maintenance rehearsal. zipping. minimizing. conditioning.
chunking.
When a communication leads consumers to believe something about the product that is not true even though it doesn't present a direct false claim, this is known as a direct claim. deceptive advertising. interpretation discrepancy. claim-belief discrepancy. inferential discrepancy.
claim-belief discrepancy.
Gwen lives in Dijon, France. To her, French wine is the only wine worth drinking, and she would never consider drinking wine from California. Gwen is exhibiting stubbornness. consumer ethnocentrism. sincerity. consumer culturalism. patriotism.
consumer ethnocentrism
Color and the nature of the programming surrounding the brand's advertisement are examples of __________ present in the situation that can play a role in consumer interpretation independent of the actual stimulus. stimulus characteristics contextual cues situational organization stimulus cues stimulus traits
contextual cues
Beverly went to the store to purchase instant hot chocolate mix for her family. A sign near the hot chocolate directed her to a specific aisle where she could purchase marshmallows. This is an example of a(n) cross-promotion. brand extension. co-brand. overlay. simultaneous promotion.
cross-promotion.
Attention generally __________ across repeated exposures, and repetition often __________ recall. increases; decreases decreases; increases remains constant; decreases remains constant; increases increases; increases
decreases; increases
he willingness to buy a particular product or service is known as a need. a want. demand. motivation. an attitude
demand.
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 preferred set. evoked set. priority set. accessible set. primary set.
evoked set.
Consumers have described Apple's iPod products, such as the iPod Touch and the new HomePod player, as imaginative and up-to-date. The brand is also considered to be daring, changing the traditional media models. Based on this description, which dimension of brand personality best describes the iPod? sincerity excitement competence sophistication ruggedness
excitement
Carl is doing his homework and has the television on in the background. While it is on, several commercials aired. What stage of the information-processing model does this represent? exposure attention interpretation memory action
exposure
Which of the following is a motivational state caused by consumer perceptions that a product, brand, or advertisement is relevant or interesting? involvement need want desire action
involvement
James begged his mother to buy him some high-top Converse shoes. When asked why he wanted these shoes, he said that he wanted them because they are comfortable. He really wanted them because his two best friends have them, and if he had them, he would be considered "cool," but he didn't want to tell his mother that. Wanting to appear "cool" to his friends represents which type of motive? manifest hidden secondary latent social
latent
Which of the following refers to the continual repetition of a piece of information in order to hold it in current memory for use in problem solving or transferal to long-term memory? schema scripts imagery maintenance rehearsal chunking
maintenance rehearsal
A consumer who buys a product because a close friend bought one may be fulfilling a __________ motivation. modeling independence causation ego-defense None of these choices are correct.
modeling
What are the major individual factors affecting attention? needs and wants hemispheric lateralization and interpretation motivation and needs exposure and interpretation motivation and ability
motivation and ability
The energizing force that activates behavior and provides purpose and direction to that behavior is known as motivation. personality. emotion. perception. needs.
motivation.
Kelly is hungry, and this inner force is making him search for the type of food he wants to eat. He decides that an Arby's roast beef sandwich will satisfy his hunger. This inner force that is compelling him to search for food is known as a(n) motive. personality trait. emotion. perception. feeling.
motive.
Erin 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 Erin? extroversion introversion instability agreeableness openness to experience
openness to experience
Which type of conditioning requires that consumers first engage in a deliberate behavior (i.e., trying the product) and come to understand its power in predicting positive outcomes that serve as reinforcement? classical conditioning operant conditioning iconic conditioning vicarious conditioning reinforced conditioning
operant conditioning
Which of the following is not an individual characteristic that influences interpretation? traits learning and knowledge expectations organization All of these choices are individual characteristics that influence interpretation.
organization
A consumer's need for reinforcement is active and internal. active and external. passive and internal. passive and external. active and passive
passive and external.
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? regression analysis conjoint analysis analytical mapping perceptual mapping laddering
perceptual mapping
The voluntary and self-selected nature of online offering where consumers "opt in" to receive email based promotions if often referred to as voluntary marketing. optional marketing. allowable marketing. acceptable marketing. permission-based marketing
permission-based marketing
Which of the following reflects the relatively stable behavioral tendencies that individuals display across a variety of situations? motivation personality emotion perception needs
personality
Which of the following is considered a stimulus factor affecting attention? clutter position motivation ability All of these choices are correct.
position
Which type of memory structure is a complex web of associations? schema image script iconic conceptual
schema
Which of the following is not a specific learning theory? schematic operant iconic rote vicarious learning/modeling reasoning/analogy
schematic
Maria was raised as a Catholic, but she has not been attending church regularly since she moved out of her parents' home into her own apartment. However, when she does attend mass, she remembers the sequence of events and what she must do (e.g., sit, kneel, stand, which prayer to say, etc.). Her memory of how an action sequence should occur is known as a(n) directive. episode. concept. operant. script.
script.
Ads that encourage consumers to remember past personal experiences and use language such as "you" and "your" in the copy are using the strategy of __________ to enhance message involvement. importance personalization dual coding mood enhancement self-referencing
self-referencing
Banana Republic is promoting high-end accessories in its "The Company We Keep" collection. This may help consumers recognize Banana Republic's personality dimension as __________? cognitive safety excitement pleasure sophistication
sophistication
Attention is determined by which factor? the stimulus the individual the situation the stimulus and the individual the stimulus, the individual and the situation
the stimulus, the individual and the situation
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? celebrity endorsers user imagery pace of the ad media outlet All of these choices are correct.
user imagery
Which of the following statements is true regarding subliminal stimuli? Research on messages presented too rapidly to elicit awareness indicates that such messages can actually have a substantial effect. There is evidence that marketers are using subliminal messages. 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. Subliminal advertising has not been the focus of intense study and public concern. Masked symbols, deliberate or accidental, do appear to affect standard measures of advertising effectiveness and can influence consumption behavior.
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.
_________ involves presenting an incomplete stimulus with the goal of getting consumers to complete it and thus become more engaged and involved. Proximity Ambush marketing Closure Inference Figure-ground
Closure
__________ are(is) the use of previously stored experiences, values, attitudes, beliefs, and feelings to interpret and evaluate information in working memory as well as to add relevant previously stored information. Maintenance rehearsal Chunking Elaborative activities Conceptualization Conditioning
Elaborative activities
Which of the following is a characteristic associated with emotions? Emotions occur independently from physiological changes. Emotions are not associated with behaviors. Emotions involve objective feelings. Emotions are often triggered by environmental events. All of these choices are correct.
Emotions are often triggered by environmental events.
Which of the following is false regarding ad avoidance? Females are more likely to avoid ads than males. High levels of advertising clutter increase ad avoidance. Higher social classes avoid ads more than lower social classes. Hectic lifestyles increase ad avoidance. Younger consumers avoid ads more than older consumers.
Females are more likely to avoid ads than males.
Which of the following statements is true regarding stimulus position and attention with respect to advertising? Position effects in advertising are the same regardless of the medium used. Ads on the left-hand page receive more attention than those on the right based on how we peruse magazines and newspapers. For U.S. readers, high-impact zones in print ads and other print documents tend to be more toward the top and left of the ad. In online contexts, horizontal banners attract more attention than vertical banners. In television, the probability of a commercial being viewed and remembered increases as it moves from being the first to air during a break to the last to air.
For U.S. readers, high-impact zones in print ads and other print documents tend to be more toward the top and left of the ad.
Which of the following statements is false regarding situational factors affecting attention? Motivation and ability are two major situational factors affecting attention. In advertising, consumers pay less attention to a commercial in a large cluster of commercials than they do to one in a smaller set. Clutter represents the density of stimuli in the environment. Program involvement refers to how interested viewers are in the program or editorial content surrounding the ads. Clutter and program involvement are two major situational factors affecting attention.
Motivation and ability are two major situational factors affecting attention.
Which of the following statements is false regarding schemas? A schema is also known as a knowledge structure. Concepts, events, and feelings are stored in nodes within memory. Associative links vary in terms of how strongly and how directly they are associated with a node. Once an associative link is formed, it is permanent. Marketers expend substantial effort to influence the schema consumers have for their brands.
Once an associative link is formed, it is permanent.
_____ attempts to create an association between a response (e.g., buying a brand) and some outcome (e.g., satisfaction) that serves to reinforce the response. Operant conditioning Iconic rote conditioning Classical conditioning Modeled conditioning Vicarious conditioning
Operant conditioning
__________ involves incorporating brands into movies, television programs, and other entertainment venues in exchange for payment or promotional or other consideration, with the goal being to add realism to the scene, give subtle exposure to the brand, and influence consumers in an unobtrusive manner. Ad integration Product integration Brand integration Product placement Product synergy
Product placement
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 cool colors, such as blues and grays, for displays. Ron should not use large displays because that can overwhelm shoppers. Ron should use warm colors, such as reds and yellows, because they are more arousing than cool colors. Ron should use displays with as much information as possible because shoppers will be able to attend to all of it. Ron should not use displays with moving parts because they will distract shoppers.
Ron should use warm colors, such as reds and yellows, because they are more arousing than cool colors.
Which of the following statements is false regarding short-term memory (STM)? STM is short-lived. STM has limited capacity. STM is a static structure. Elaborative activities occur in STM STM is also called working memory.
STM is a static structure.
High-involvement learning often involves classical conditioning. analytical reasoning. iconic rote learning. All of these choices are correct. None of these choices are correct.
analytical reasoning.
The most complex form of cognitive learning is operant learning. vicarious learning. iconic rote learning. analytical reasoning. modeling.
analytical reasoning.
Elizabeth is 15 years old and is asking her parents for more freedom. She wants to make more of the decisions that affect her, such as the clothes she wears, how late she can stay out, and what school she attends. This is an example of Elizabeth's need for objectification. ego defense. expression. autonomy. assertion.
autonomy.
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 operant conditioning iconic learning vicarious learning reinforced learning
classical conditioning
Maslow's hierarchy of needs includes all except which of the following? cognition physiological safety belongingness esteem
cognition
Lori reads three newspapers a day and is always reading a book in the evening. She has a high need to engage in thinking, and she actually enjoys it. She likes to complete crossword puzzles and do other types of word games. Lori has a high need for cognition. affection. ethnocentrism. uniqueness. acceptance.
cognition.
In McGuire's classification of motives, which ones focus on the person's need for being adaptively oriented toward the environment and achieving a sense of meaning? affective preservation growth cognitive self-actualization
cognitive
Which type of learning encompasses all the mental activities of humans as they work to solve problems or cope with situations? conditioning cognitive learning affective learning shaping conscious learning
cognitive learning
Which of the following is not a step in the information-processing model? exposure comparison attention interpretation memory
comparison
Which of the following are abstractions of reality that capture the meaning of an item in terms of other concepts? imagery concepts episodes semantics schema
concepts
A television commercial for Senseo brand of coffee maker that can make coffee similar to what consumers purchase at coffee shops (e.g., Starbucks) encourages viewers to remember the experience of drinking their favorite coffee drinks at these types of shops. This coffee maker allows consumers to experience that sensation at home. What is this marketer trying to encourage? maintenance rehearsal chunking elaborative activities conceptualization conditioning
elaborative activities
Consumer ability to effectively cope with stressful situations relates to the concept of message filtering. emotional intelligence. rage reduction. anger management. consumer support.
emotional intelligence.
Strong, relatively uncontrollable feelings that affect our behavior are known as motivations. personality. emotions. perceptions. needs.
emotions.
Shirley and Bud have been married for almost 50 years, but Shirley can remember their wedding day so clearly. She remembers how happy she felt that day and how wonderful it was to celebrate their marriage with all of their family and friends. She even remembers walking down the aisle, seeing her future husband waiting for her, and her father kissing her as he placed her hand in Bud's. Which type of memory does this represent? episodic memory primary memory accessible memory semantic memory conditioned memory
episodic memory
Which of Maslow's needs reflects individuals' desires for status, superiority, self-respect, and prestige? safety self-actualization physiological belongingness esteem
esteem
Individuals' interpretation of stimuli tend to be consistent with their expectations, an effect referred to as the expectation response. affect intensity. individual bias. expectation trait. expectation bias.
expectation bias.
Which of the following is an individual characteristic that influences interpretation? expectations organization changes proximity clutter
expectations
Which type of memory is characterized by the conscious recollection of an exposure event? explicit memory schematic memory implicit memory constructed memory concrete memory
explicit memory
Which of the following stages of the information-processing model constitute perception? exposure exposure and attention exposure, attention, and interpretation exposure, attention, interpretation, and memory exposure, attention, interpretation, memory, and action
exposure, attention, and interpretation
After a very negative service encounter, Sam vents his emotions and seeks emotional and problem-focused assistance from others. What is this called? dominance helplessness active coping expressive support seeking avoidance
expressive support seeking
In conditioned learning, forgetting is often referred to as decay. de-conditioning. extinction. failure. retrieval failure.
extinction.
The idea behind __________ is that different parts of our brain are better suited for focused versus nonfocused attention. right brain/left brain lateralization subliminal lateralization hemispheric lateralization interpretation affective interpretation
hemispheric lateralization
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? explicit learning implicit learning primary learning low-involvement learning high-involvement learning
high-involvement learning
Thomas is studying for a vocabulary exam by merely repeating the words and their definitions over and over. Which type of cognitive learning is this? operant learning vicarious learning modeling analytical reasoning iconic rote learning
iconic rote learning
Which type of processing involves the recall and mental manipulation of sensory images, including sight, smell, taste, and tactile (touch) sensations? imagery processing mental processing episodic processing transient processing conditioned processing
imagery processing
A market researcher asked Carl about his recollection of a specific exposure event, such as seeing an advertisement, or experience, such as driving or riding in an Acura automobile, which was the brand the researcher was interested in. While Carl could not recall a specific ad and has never traveled in an Acura, he seemed to "know" quite a bit about this brand. Carl described the brand as "reliable," "high-performance," "luxury," and "expensive." Which type of memory does this represent? explicit memory implicit memory scripted memory suppressed memory subliminal memory
implicit memory
Donald has just learned that he has Type II diabetes, so he wants to learn as much as he can to manage his health. He reads health magazines, visits health-related websites, and reads product nutrition and ingredient information on packages. Donald's strength of learning is most likely to be strong due to which factor that affects the strength of learning? mood punishment importance repetition dual coding
importance
An advertiser that surrounds its ads with positive programming is tapping into the isolation effect. is basing their strategy on figure-ground theory. is utilizing adaptation level theory. increases the chances that their information is evaluated in a more positive light. None of these choices are correct.
increases the chances that their information is evaluated in a more positive light.
A series of activities by which stimuli are perceived, transformed into information, and stored is called marketing. interpretation. learning. information processing. positioning.
information processing.
Which core trait in the Five-Factor Model of personality is manifested by an individual being moody, temperamental, and touchy? Introversion instability sulkiness conscientiousness agreeableness
instability
Sometimes consumers have difficulty retrieving a specific piece of information because other related information in memory gets in the way, which is an effect referred to as noise. echoic memory. interference. clutter. memory failure.
interference.
Perception is a process that begins with consumer exposure and attention to marketing stimuli and ends with consumer interpretation. attitudes. action. acceptance. behavior.
interpretation.
The minimum amount that one stimulus can differ from another with the difference still being noticed is referred to as the just noticeable difference. perceptual difference. discriminatory difference. inferential difference. minimal difference.
just noticeable difference.
Any change in the content or organization of long-term memory or behavior is known as marketing. learning. cognition. information processing. repositioning.
learning.
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? right left front back top
left
Which of the following is not an advertising tactic used to communicate brand personality? celebrity endorsers user imagery length of the ad tone of the ad type of media outlet
length of the ad
Kay was watching American Idol on television when a commercial for toilet tissue came on. She was not motivated at all to process the information provided in the ad. Which type of learning situation does this represent? explicit learning implicit learning primary learning low-involvement learning high-involvement learning
low-involvement 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? developing a schema developing a script employing imagery maintenance rehearsal chunking information
maintenance rehearsal
When asked why he bought a specific automobile, Jeremy replied that is has good gas mileage, is rated one the best cars in terms of safety, and was in a moderate price range. These reasons reflect Jeremy's __________ motives. latent manifest acceptable primary identifiable
manifest
James is interested in just about any type of electronic equipment, such as digital video recorders, computers, smart TVs, and digital cameras. He subscribes to several magazines devoted to these types of products, and he visits several different websites to learn more about these products. Which individual factor affecting attention is influencing James to attend to information about these products? ability information quantity interestingness expectations motivation
motivation
Which term is often used interchangeably with the term "motivation"? personality emotion need perception feeling
need
Which set of motives deals with our need to determine who or what causes the things that happen to us? need for consistency need for attribution need to categorize need for objectification need for autonomy
need for attribution
Shelby 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 Shelby's need for attribution. need for autonomy. need for tension reduction. need for reinforcement. need for expression
need for expression
Which need results in the consumer's playing various roles and gaining pleasure from adding new, satisfying roles and by increasing the significance of roles already adopted? need for stimulation need for identification need or objectification teleological need need for expression
need for identification
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 attribution. need for autonomy. need for tension reduction. need for reinforcement. need for modeling.
need for tension reduction.
Adam was working on a term paper and was exposed to so much information that he devised a classification system to organize the different sources of information he was using. This reflects which cognitive preservation motive? need for consistency need for attribution need to categorize need for objectification need for autonomy
need to categorize
While any given advertisement for a product may focus on only one or a few purchasing motives, the advertising campaign should focus more on manifest motives since they always have a stronger influence on purchase decisions. overall campaign should attempt to position the product in the schematic memory to correspond with the target market's purchase motives. advertising campaign needs to cover all the important purchase motives of the target market. advertising campaign should focus more on manifest motives since they always have a stronger influence on purchase decisions and overall campaign should attempt to position the product in the schematic memory to correspond with the target market's purchase motives. 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.
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.
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? security self-actualization physiological belongingness esteem
physiological
Some people are known as "super tasters" because they have a higher concentration of taste buds compared to normal people. As a result, they tend to dislike the taste of broccoli because they claim it is too bitter. What type of trait is this? affective cognitive psychological physiological mental
physiological
The decision by a marketer to try to achieve a defined brand image relative to competition within a market segment is called product extension. brand extension. brand leveraging. product positioning. product equity.
product positioning.
Which of the following is a situational factor affecting attention? program involvement ability motivation repetition isolation
program involvement
Raymond is conducting motivation research. He is using __________, which are designed to provide information on latent motives. strategic manipulation techniques projective techniques latent labeling techniques marketing user techniques manifest techniques
projective techniques
Which of the following is (are) designed to provide information on latent motives? perceptual mapping regression analysis projective techniques conjoint analysis multivariate analyses
projective techniques
In regulatory focus theory, __________ motives revolve around a desire for growth and development and are related to consumers' hopes and aspirations. promotion-focused latent-focused manifest-focused prevention-focused All of these choices are correct.
promotion-focused
Which of the following is a strategy to reduce competitive interference? create a semantic memory of a brand create a episodic memory of a brand use pulsing provide external retrieval cues provide an incentive for trial
provide external retrieval cues
When a teenager says, "It's cool," his friends understand that he's not talking about the temperature. In this case, the meaning of the word, "cool," is based on its __________ meaning. semantic psychological cognitive affective seminal
psychological
Sam doesn't know much about digital video recorders, so when he went shopping for one, he decided on the model that had the highest price and the best warranty as well as one he had seen a lot of advertising for. Sam used these factors as inferential variables. quality signals. just noticeable difference cues. sensory cues. choice determinants.
quality signals.
Anything that increases the likelihood that a given response will be repeated in the future is considered punishment. a reward. reinforcement. a conditioned stimulus. an operant.
reinforcement.
Which of the following is not a core trait in the Five-Factor Model of personality? extroversion instability reliability openness to experience conscientiousness
reliability
How can accessibility of information stored in long-term memory be enhanced? repetition rehearsal elaboration repetition and rehearsal repetition, rehearsal, and elaboration
repetition, rehearsal, and elaboration
When asked what the concept "New Year's" meant to Holly, she mentioned the following: party, holiday, new beginning, football, fun, resolution, and winter. Holly's basic knowledge and feelings she has about this concept comprises her episodic memory. primary memory. accessible memory. semantic memory. conditioned memory.
semantic memory.
The physiological ability of an individual to distinguish between similar stimuli is called just noticeable difference. sensory discrimination. consumer inference. closure. expectations.
sensory discrimination.
Barbara is an individual who usually feels restful, serene, comfortable, and soothed. Which emotion is Barbara experiencing? faith desire joy gratitude serenity
serenity
Procter & Gamble, the maker of Crest brand toothpaste, has modified this brand to include whiteners. To encourage consumers to adopt this brand, P&G gave away free samples along with a high value coupon on the purchase of a tube. The hope was that consumers would try the brand, purchase it at a discount, and finally buy it at full price. This is an example of step learning. staging. stepping. shaping. modeling.
shaping.
Which component of memory is also referred to as working memory and is that portion of total memory that is currently activated or in use? short-term memory long-term memory primary memory secondary memory transient memory
short-term memory
Which of the following characteristics influencing interpretation represents factors beyond the stimulus itself? individual personal situational stimulus inferentia
situational
Which factor affecting attention includes stimuli in the environment other than the focal stimulus (i.e., the ad or package) and temporary characteristics of the individual that are induced by the environment, such as time pressures or a crowded store? individual factors external factors transient factors situational factors non-programmatic factors
situational factors
Cameron was searching the Internet for information on digital cameras. He went to a search engine (i.e., Google) and searched the key words "digital camera." Unbeknownst to him, several banner ads for brands and retailers of digital cameras appeared on the results page that were activated based on the terms he used in his search. These banner ads are known as product placement. zoned banners. smart banners. smart placements. behavioral ads.
smart banners.
A substantial amount of brand switching when the current brand is satisfactory may be explained by the __________ motive. expression reinforcement stimulation affiliation none of these choices are correct
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 discrimination. stimulus generalization. stimulus confusion. stimulus similarity. stimulus deception.
stimulus generalization.
The size, shape, and color are specific __________ of the stimulus that can affect interpretation. cues traits elements contextual cues signals
traits
When consumers do not directly experience a reward or punishment to learn but instead observe the outcomes of others' behaviors and adjust their own accordingly, which type of learning has occurred? operant learning vicarious learning shaping analytical reasoning iconic rote learning
vicarious learning
Barry decided he needs a new car, so he started looking at commercials on television and ads in magazines as well as visiting several websites. What type of exposure does this represent? involuntary non-voluntary voluntary selective considered
voluntary
