MAR 4503 Final
When considering consumers' ideal levels of performance on attributes when using a multiattribute attitude model, which attitude index is best?
0
The capacity of STM is thought to be in the range of __________ bits of information.
5 to 9
Which of the following statements adequately reflects the concept of attitude component consistency?
A change in one attitude component tends to produce related changes in the other components.
Which of the following statements is true regarding subliminal stimuli?
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.
__________ motives deal with the need to reach satisfying feeling states and to obtain personal goals.
Affective
Rational choice theory implicitly or explicitly assumes a number of things about consumer choice that are often not true, such as
All of the above
__________ occurs when the stimulus activates one or more sensory receptor nerves, and the resulting sensations go to the brain for processing.
Attention
Which of the following statement is true regarding comparative advertising?
Audience characteristics, especially brand loyalty associated with the sponsoring brand, are important.
Which of the following is not a reason why celebrity sources are effective?
Celebrities are physically attractive, and research has shown that individuals will agree with a physically attractive person regardless of the message or their own initial attitude.
__________ attempts to create an association between a stimulus (e.g., brand name) and some response (e.g., behavior or feeling).
Classical conditioning
__________ involves presenting an incomplete stimulus with the goal of getting consumers to complete it and thus become more engaged and involved.
Closure
Which of the following is true regarding word-of-mouth (WOM)?
Consumers trust WOM more than many other sources.
Given the following minimum standards (cutoff points) Price = 3, Quality = 4, and Ease of use = 3, which of the following computers would be chosen using the conjunctive decision rule?
Dell
__________ 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.
Elaborative activities
Which of the following is a characteristic associated with emotions?
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.
__________ 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.
Figure-ground
Which of the following statements is true regarding stimulus position and attention with respect to advertising?
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 humorous appeals?
Humorous ads are low risk because they tend to translate well across situations and cultures.
__________ is the assignment of meaning to sensations.
Interpretation
__________ is the total accumulation of prior learning experiences.
Memory
__________ refers to presenting one of two equivalent value outcomes either in positive or gain terms or in negative or loss terms.
Message framing
Which of the following statements is false regarding situational factors affecting attention?
Motivation and ability are two major situational factors affecting attention.
Which of the following statements is true regarding consumer choice processes?
Motivation, information availability, and situational factors interact to determine the likelihood that attitude-based choices are made.
Which of the following statements is false regarding schemas?
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
__________ is an individual's characteristic response tendencies across similar situations.
Personality
Which of the following is false regarding the central route to persuasion in the elaboration likelihood model?
Persuasion operates through classical conditioning.
Given the following information, which of the following Blu-Ray DVD players would be chosen using the elimination-by-aspects decision rule?
Pioneer
__________ motives emphasize the individual as striving to maintain equilibrium.
Preservation-oriented
__________ refers to the fact that repeat and particularly committed customers tend to buy the brand consistently rather than waiting for a sale or continually negotiating price.
Price premium
__________ 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.
Product placement
__________ 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
Ron owns a small retail establishment and is seeking your advice regarding getting shoppers' attention in the store. What should you recommend to Ron to help him get shoppers' attention?
Ron should use warm colors, such as reds and yellows, because they are more arousing than cool colors.
Which of the following statements is false regarding short-term memory (STM)?
STM is a static structure
Given the following importance weights Price = 50, Quality = 40, and Ease of use = 10, which of the following computers would be chosen using a compensatory decision rule?
Samsung
Given attribute cutoffs of Price = 5, Quality = 5, and Weight = 4, which of the following would be chosen using the disjunctive decision rule?
Samsung and HP would be considered further
__________ meaning is the conventional meaning assigned to a word such as found in the dictionary.
Semantic
Given the following information, which of the following Blu-Ray DVD players would be chosen using the lexicographic decision rule?
Sony
Which of the following is false regarding the way in which disposition decisions can affect a firm's marketing strategy?
The United States is a completely throwaway society, and consumers are willing to purchase new products without concern for waste.
Which of the following is true regarding postpurchase dissonance?
The importance of the decision to the consumer is one factor that influences the probability and magnitude of postpurchase dissonance.
Procter & Gamble is the manufacturer of Pampers diapers. At one time, the price of a typical package of diapers was relatively high (i.e., over $12 a package). Due to the threat of store brands stealing market share because of their lower price, P&G decided to lower the price for Pampers. While most consumers noticed the price reduction because P&G promoted that fact, what most of them did not notice was that the number of diapers per package also decreased. However, the reduction was only one or two diapers per package. Which of the following best explains why consumers did not notice the reduction in the quantity?
The reduction in the quantity did not reach the level of a just noticeable difference.
Which of the following is false regarding committed customers? Group of answer choices
They are less likely to forgive an occasional product or service failure.
Which of the following is an example of a federal law passed to facilitate direct comparisons among alternatives?
Truth In Lending Act
The owner of a local restaurant wants to enhance consumers' attitudes toward his restaurant by changing the affective component of their attitude. Which of the following is an appropriate approach to achieve this objective?
Use positive music in their advertisements so that over time consumers will transfer the positive affect associated with the music to the restaurant.
Which of the following is true regarding value-expressive versus utilitarian appeals?
Utilitarian appeals are most effective for functional products.
__________ advertising is perhaps the fastest growing alternative media, allowing for exposure to __________ who tend to avoid traditional media, such as TV.
Video game, young males age 18-24
Which of the following is false regarding how emotional responses to advertising influence consumer behavior?
While emotional content in advertisements may increase attention, emotional messages have not been found to be processed more thoroughly than neutral messages.
A consumer's propensity to pursue differentness relative to others through the acquisition, utilization, and disposition of consumer goods is exhibiting
a need for uniqueness
The likelihood and ease with which information can be recalled from long-term memory is termed
accessibility.
Expenses associated with advertising, establishing a new account, and mailing catalogs are examples of
acquisition costs
Zipping, zapping, and muting are simply mechanical ways for consumers to selectively avoid exposure to advertising messages, often referred to as
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
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?
add beliefs
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
aesthetic appeal
Which term is used to refer to the liking/disliking aspect of a specific feeling?
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
affect intensity
Janice and her mother were visiting an art gallery, and they were looking at modern art. When they came to one painting, Janice said, "I like that." When her mother asked her why she liked it, all she could say was, "I don't know, I just like it." Which component of attitude does this represent?
affective
Kimberly-Clark is interested in mothers' emotional reactions to their Huggies brand of disposable diapers, which usually have popular characters or cute designs printed on them. Which component of attitude is Kimberly-Clark interested in?
affective
SAM (Self-Assessment Manikin) is used to assess which component of attitude?
affective
Amy is shopping for a dress to wear to a formal dance. She tried on several dresses, not even noticing the price of each. After about two hours of this, she tried one on and exclaimed, "This is it!" That particular dress was the one that she thought made her look fabulous, so she bought it. Which type of choice did Amy use to select this dress?
affective choice
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.
Dawn and her two daughters went to see Pride & Prejudice at the movie theater. They all loved the movie and came out saying "we're so glad she married Mr. Darcy!" This movie provided them with
affective performance
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
affiliation
Madeline has a(n) __________ toward Coke, whereby she simultaneously really likes the taste but also is really negative about the brand because it has high calories
ambivalent attitude
Swiss Miss instant hot chocolate uses images of winter Olympic athletic events with athletes and fans warming up to a mug of their instant cocoa. While Swiss Miss is not an official sponsor of the winter Olympics, consumers viewing the ads might reasonably infer that they were. What type of marketing is this?
ambush marketing
Consumers who actively complain when a product is not satisfactory are probably fulfilling __________ need.
an assertion
High-involvement learning often involves
analytical reasoning
The most complex form of cognitive learning is
analytical reasoning.
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-avoidance
Caleb learned from his parents that littering was bad, so when he sees someone doing it, he forms an unfavorable impression of that person. Caleb's learned predisposition to dislike someone who litters represents his
attitude
Bobbie bought a Dell computer because her brother has one, and he seems to be satisfied with it. She did not compare any other computers when making this choice. Which type of choice process did Bobbie use?
attitude-based choice
The simplest form of message framing where only a single attribute is the focus of the frame is known as
attribute framing
Joseph is considering the purchase of a computer, and he is comparing brands on the basis of price, memory, speed, and reliability. He mentally ranks each alternative on these attributes and makes a selection based on these rankings. Joseph is using which type of choice process?
attribute-based choice
The tendency of many consumers to discount claims made by sales people can be explained in part by
attribution theory
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
autonomy
Segmenting consumers on the basis of their most important attribute or attributes is called
benefit segmentation
Marketers must promote __________ rather than __________, especially for less knowledgeable consumers and for complex products.
benefits, features
The famous Pepsi challenge had consumers taste two brands of cola without letting them know the brand name of either. Which type of test is this?
blind tests
Duane is of average intelligence, and like most consumers, he cannot compare too many alternatives at one time. This limited capacity for processing information is known as
bounded rationality
For which type of firm has research shown that reducing the number of customers who leave by 5 percent resulted in the highest percentage increase in average profits per customer?
branch banks
A new brand of peanut butter cookies includes Hershey's Kisses chocolates on top. Which of the following is this new brand using in an attempt to gain from the quality associated with Hershey's chocolate?
brand alliance
The value consumers assign to a brand above and beyond the functional characteristics of the product is known as
brand equity
The repositioning of the Johnnie Walker whiskey brand with the Jane Walker whiskey special promotion may lead to consequences of
brand equity erosion and customer alienation
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
brand extension.
Many consumers associate Mercedes automobiles with status, luxury, quality engineering, and high price. This is an example of Mercedes'
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
A set of human characteristics that become associated with a brand is referred to as
brand personality
Which of the following is not a way emotional ads may enhance persuasion?
by increasing attention of the ad and, therefore, ad recall; by increasing liking of the ad; by increasing product liking through classical conditioning; by increasing product liking through high-involvement processes
Addison is a brand manager and wants consumers to form attitudes that are strong, resistant to counter persuasion attempts, more accessible from memory, and more predictive of behavior. Which route of the elaboration likelihood model should he encourage consumers to take?
central route
Carissa is highly involved is a purchase decision for a new car. She has searched the Internet, visited car dealerships, talked to friends and family, and paid attention to advertisements. According to the elaboration likelihood model, by which route is Carissa likely to be persuaded?
central route
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?
change beliefs
Using the toll-free number 1-800-FLOWERS to help consumers remember the phone number is an example of
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
claim-belief discrepancy.
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
Low-involvement learning often involves
classical conditioning, iconic rote learning, modeling
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
Maslow's hierarchy of needs includes all except which of the following?
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?
cognitive
Mitch likes Toyota automobiles because he thinks they have the highest reliability of all automobiles. His belief about Toyota's reliability represents which component of Mitch's attitude?
cognitive
__________ is a process whereby stimuli are placed into existing categories of meaning
cognitive interpretation
Which type of learning encompasses all the mental activities of humans as they work to solve problems or cope with situations?
cognitive learning
Pam and her friends ate at a new Italian restaurant, and the food, service, and ambiance exceeded their expectations. They all decided that this was the only Italian restaurant they will ever go to again in their town. This is an illustration of
commitment
Which type of customer has an emotional attachment to the brand or firm?
committed customer
Which of the following is not a possible outcome once a consumer is satisfied?
committed customer, discontinued use, repeat purchases, increased use
George has used the same company for his car and home insurance for over 20 years. Any claim he has made has been handled fairly and quickly. A major hurricane came through his area causing many individuals, including George, and business owners to lose everything. While he was hearing about so many insurance claim nightmares, he knew his company would come through because he trusts this company. George is an example of a(n)
committed customer.
An advertisement for AT&T long distance telephone service split the screen in two and showed a person on each screen talking on the telephone. Below each person, there was a running total of the cost of the call. At the end of the commercial, the total cost on the AT&T side was lower than that for the Sprint side. This is an example of which type of ad?
comparative ad
Which of the following is not a step in the information-processing model?
comparison
Joanne is considering the purchase of a microwave oven and has four evaluative criteria. For each criterion, she has attached an importance weight ("W"), and each brand is evaluated on its performance on that criterion ("B"). Then a rating is calculated by summing the product of the B's and W's on a criterion for each brand, and the brand with the highest overall rating is chosen. Which type of decision rule is Joanne using?
compensatory
The multiattribute model is which type of decision rule?
compensatory
Which of the following are abstractions of reality that capture the meaning of an item in terms of other concepts?
concepts
Jamie was participating in a market research study regarding computers when he was presented with 24 different computers that varied on four criteria. He was asked to rank all 24 descriptions in terms of his preference for those combinations of features. Which approach to assess the relative importance Jamie places on evaluative criteria was this research using?
conjoint analysis
Which of the following is the most popular indirect measurement approach to measuring the relative importance of consumers' evaluative criteria?
conjoint analysis
Conrad is considering the purchase of a laptop computer. He has decided that he will not spend more than $1200, the computer must weigh no more than 4 pounds, and battery life must last at least 4 hours. He has similar minimum requirements for a few other criteria he is using to evaluate alternatives. If an alternative does not meet all of these minimum requirements, he will not consider it further. Which decision rule is Conrad using?
conjunctive
Which of the following is a noncompensatory decision rule?
conjunctive, disjunctive, lexicographic, and elimination-by-aspects
Which of the following is the most common method of direct measurement of the relative importance of consumers' evaluative criteria?
constant sum scales
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
consumer ethnocentrism
Which of the following is an individual factor that can influence attitude change?
consumer knowledge
Jon purchased an antique watch on eBay from another consumer. Which type of sale is this known as?
consumer-to-consumer sale
Pamela likes to sew because it relaxes her. To her, it's like therapy. For Pamela, sewing represents which type of motive?
consummatory motive
Which of the following motives are most likely in affective choices?
consummatory motives
Negative emotions or guilt feelings aroused by the use of a product or a service are referred to as
consumption guilt
Rebecca is a single woman in her 40s. She sold her Honda Civic and bought an Acura RLX, which is considerably more expensive. She was going to her brother's house with her mother, and she asked her mother to drive in her car instead of Rebecca's new one. She didn't want her brother to see that she had purchased an expensive car for herself. Rebecca was experiencing
consumption guilt
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.
contextual cues
Eric booked a hotel through hotels.com. However, when he arrived at the hotel, they had no record of his reservation, and he was unable to get a room. He decided then that he would never use this service again. Which reason for changing providers does this represent?
core service failure
Which of the following factors is the most likely reason consumers change providers of a service?
core service failure
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.
Every time Hannah buys a sandwich at Super Subs, she gets a stamp on a card. Once she has 10 stamps, she'll get a free sandwich. This is an example of a(n)
customer loyalty program
Which of the following does not influence the evaluation of alternatives on each criterion?
decision rules applied
Attention generally __________ across repeated exposures, and repetition often __________ recall.
decreases; increases
Hailey purchased furniture for her living room and spent quite a bit of money. After she purchased it, she started regretting that she spent so much and she wasn't sure she liked the furniture. To make herself feel better, she told herself that the other furniture she was considering really wasn't that good and probably would not last as long as the furniture she ended up purchasing. Which of the following is Hailey using to reduce her postpurchase dissonance?
decreasing the desirability of rejected alternatives
The willingness to buy a particular product or service is known as
demand
Chaz was asked by a market researcher which criteria he uses when purchasing beer. He told the researcher that taste and price are important to him. Which method did the researcher use to obtain this information from Chaz?
direct
To determine which criteria are used by consumers in a specific product decision, the marketing researcher can utilize which two methods of measurement?
direct and indirect
A loyal consumer will often use __________ to protect their brand by reducing the importance they put on a given attribute.
discounting
Which decision rule establishes a minimum level of performance for each important attribute (often a fairly high level), and all brands that meet or exceed the performance level for any key attribute are considered acceptable?
disjunctive
Carl and his family purchased a new home, and the builder left half empty paint cans in the garage. Carl doesn't know what to do with them because he cannot put them out in the regular trash. Carl is concerned with which of the following with regard to the paint?
disposition
A brand whose perceived performance falls below expectations generally produces
dissatisfaction
Disposition of the product or the product's container may occur __________ product use.
during, after, and before
Exploding demand and short product life-spans for high-tech gadgets such as mobile phones, personal computers, and various other personal electronic devices is creating growing concerns over
e-waste
Which of the following is a theory about how attitudes are formed and changed under varying conditions of involvement?
elaboration likelihood model
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?
elaborative activities
Miles is considering the purchase of a new car. Price is the most important criterion for him, and he will only consider those models that do not exceed $25,000. Since several models satisfy this criterion, he then considers how each alternative performs with respect to gas mileage, and he will not consider any that get less than 20 miles per gallon in the city. Which decision rule is Miles using?
elimination-by-aspects
Which type of ad is designed primarily to elicit a positive affective response rather than to provide information or arguments?
emotional ad
Consumer ability to effectively cope with stressful situations relates to the concept of
emotional intelligence
Strong, relatively uncontrollable feelings that affect our behavior are known as
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
Which of Maslow's needs reflects individuals' desires for status, superiority, self-respect, and prestige?
esteem
Nancy usually considers price and quality when she has to make a major purchase, such as an appliance or an automobile. These two features represent Nancy's
evaluative criteria
Leslie was participating in a market research study, and she was asked to list all of the brands of computer printers that come to her mind. She listed HP, Epson, and Lexmark. These brands represent Leslie's
evoked set
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?
excitement
Individuals' interpretation of stimuli tend to be consistent with their expectations, an effect referred to as the
expectation bias.
Which of the following is an individual characteristic that influences interpretation?
expectations
Which type of memory is characterized by the conscious recollection of an exposure event?
explicit memory
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
Which of the following stages of the information-processing model constitute perception?
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?
expressive support seeking
In conditioned learning, forgetting is often referred to as
extinction
Which of the following is not a factor accounting for inconsistencies between measures of beliefs and feelings and observations of behavior?
failure to consider negative reactions
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?
fear appeal
Savannah works at the front desk at a Marriott Hotel. If a guest has a complaint, she is empowered to make amends up to a certain amount without her supervisor's approval. Savannah is known as a
frontline employee.
Which type of message framing stresses either the positive outcomes of performing a behavior or the negative outcomes of not performing a behavior?
goal framing
The idea behind __________ is that different parts of our brain are better suited for focused versus nonfocused attention.
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?
high-involvement learning
Appeal characteristics represent __________ a message is communicated.
how
With the information provided by perceptual mapping the marketer can determine all of the following except
how consumers will trade one evaluative criteria for another.
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?
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
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?
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?
importance
Kimberly loves the ham and turkey from the Heavenly Ham store. There is only one store in her town, though, and it is pretty far away. She goes that direction on Saturdays for her daughter's music lesson, but by the time it's over and she's heading home, the store is already closed. Sometimes she brings a cooler and stops there before her daughter's lesson, but most of the time she forgets to bring the cooler. She usually ends up buying lunch meat at the local grocery deli. Which reason for changing providers does this represent?
inconvenience
Which of the following is not a source of increased customer profitability over time?
increased churn
An advertiser that surrounds its ads with positive programming
increases the chances that their information is evaluated in a more positive light
Which measurement technique used to assess consumers' evaluative criteria assumes consumers will not or cannot state their evaluative criteria?
indirect
A series of activities by which stimuli are perceived, transformed into information, and stored is called
information processing
Which core trait in the Five-Factor Model of personality is manifested by an individual being moody, temperamental, and touchy?
instability
Leon is concerned with the reliability and durability of laptop computers he is considering purchasing. This represents which dimension of product performance?
instrumental
What are the two dimensions to performance for products?
instrumental and symbolic
Hannah asked her mother to buy her a certain brand of athletic shoes because that's what all the other kids are wearing at school and she wants to fit in. For Hannah, which type of motive is most likely underlying her request for that specific brand?
instrumental motive
Samantha is purchasing a new car. She knows she should compare alternatives on the basis of cost and performance features, but she can't help but consider the styling and the color. She also wants a car that will make her look "cool" and feel special when she's driving it. Styling, color, and how the car will make her feel are examples of __________ evaluative criteria.
intangible
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
interference
Perception is a process that begins with consumer exposure and attention to marketing stimuli and ends with consumer ________________
interpretation
Which of the following is a motivational state caused by consumer perceptions that a product, brand, or advertisement is relevant or interesting?
involvement
Which of the following is not a type of consumer choice process?
irrational choice
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?
latent
Any change in the content or organization of long-term memory or behavior is known as
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?
left
Which of the following is not an advertising tactic used to communicate brand personality?
length of the ad
Which decision rule requires the consumer to rank the criteria in order of importance, and then the consumer selects the brand that performs best on the most important attribute?
lexicographic
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?
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?
maintenance rehearsal
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?
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.
manifest
Simply presenting a brand to an individual on a large number of occasions to make the individual's attitude toward the brand more positive is known as
mere exposure.
Selecting the optimal alternative, minimizing the decision effort, and maximizing the ease with which a decision can be justified are examples of consumer
metagoals
A consumer who buys a product because a close friend bought one may be fulfilling a __________ motivation.
modeling
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?
motivation
The energizing force that activates behavior and provides purpose and direction to that behavior is known as
motivation
What are the major individual factors affecting attention?
motivation and ability
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
Duane is attempting to determine consumers' attitudes toward his restaurant by asking them their beliefs about how his restaurant performs on several attributes, such as price, ambience, quality of the food, and friendliness of service. Consumers can rate his restaurant with a score of 1 to 7 for each of these attributes, with 7 being the highest. Duane adds up the scores to see how he performs, using the assumption that a higher total is better. At a basic level, which type of model is Duane using?
multiattribute attitude model
Which of the following is used to understand a consumer's cognitive component of attitude?
multiattribute attitude model
Which term is often used interchangeably with the term "motivation"?
need
Which set of motives deals with our need to determine who or what causes the things that happen to us?
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 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 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 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 to categorize
Kellogg recently dropped Olympic swimmer Michael Phelps as a celebrity endorser. Kellogg's decision was based on
negative behavior involving the celebrity.
Failure on a given product or service characteristic often has a stronger effect on consumers than success on that same characteristic. This is known as
negativity bias.
Rod wasn't expecting much from the painters that came to his house. True to form, they did not do a good job and confirmed his low-performance expectations. Rod is most likely experiencing
nonsatisfaction
The minimum amount that one stimulus can differ from another with the difference still being noticed is referred to as the just
noticeable difference
Toyota offers a hybrid version of its popular Highlander mid-sized SUV. The advertising for this car features the positive benefits of owning a hybrid, but it fails to mention that the Hybrid is considerably more expensive than the conventional version of the model. This is an example of a(n)
one-sided message
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?
openness to experience
Changing behavior prior to changing affect or cognition is based primarily on
operant conditioning
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?
operant conditioning
Which of the following is not an individual characteristic that influences interpretation?
organization
While any given advertisement for a product may focus on only one or a few purchasing motives, the
overall campaign should attempt to position the product in the schematic memory to correspond with the target market's purchase motives and advertising campaign needs to cover all the important purchase motives of the target market
A consumer's need for reinforcement is
passive and external.
Gail was participating in a market research study, and she was given 20 pairs of brands of shampoo and asked to indicate which pair is most similar, which is second most similar, and so forth until all pairs were ranked. Which type of indirect measurement technique used to assess Gail's evaluative criteria does this represent?
perceptual mapping
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?
perceptual mapping
Dana is watching television when a commercial for a brand of bathroom cleaner comes on. She is not very interested in the product category, but the ad was entertaining and made her laugh. As a result, she had a positive attitude toward the brand of cleaner advertised. According to the elaboration likelihood model, which route to persuasion influenced Dana?
peripheral route
The voluntary and self-selected nature of online offerings where consumers "opt in" to receive email-based promotions is often referred to as
permission-based marketing.
Which of the following reflects the relatively stable behavioral tendencies that individuals display across a variety of situations?
personality
Many victims of hurricane Katrina were left without their homes, food, and water—basic necessities for living. Based on Maslow's hierarchy of needs, which motives were activated for these individuals?
physiological
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?
physiological
Which of the following is considered a stimulus factor affecting attention?
position
Carla continued to search for information on cars even after she purchased one. She would go over her decision in her head, and pay attention to ads that featured the car she bought. She was also noticing how many other people drove her model of car, which made her feel more confident that she made a wise decision. Carla is attempting to reduce
postpurchase dissonance
Doubt or anxiety regarding a purchase a consumer has made is known as
postpurchase dissonance
Connie just purchased her first new car, and she's actually feeling a little bad about it. She's concerned about how much money she spent and how long she will be making car payments. She's not sure she made the right choice, either. She liked another car a little better, but ended up purchasing another model. Connie is experiencing
postpurchase dissonance.
Which of the following is often used as a surrogate indicator of quality?
price, advertising intensity, warranties, country of origin
The decision by a marketer to try to achieve a defined brand image relative to competition within a market segment is called
product positioning
Which of the following is a situational factor affecting attention?
program involvement
Gwen is an elderly lady and is participating in a market research study. The researcher asked her to describe the criteria someone who needs adult diapers might use to evaluate alternatives. The researcher was not asking Gwen what criteria she would use, but rather, the criteria Gwen thinks someone else would use. Which type of technique is this known as?
projective technique
Raymond is conducting motivation research. He is using __________, which are designed to provide information on latent motives.
projective techniques
Which of the following is (are) designed to provide information on latent motives?
projective techniques
Which of the following are indirect measurement techniques used to determine consumers' evaluative criteria?
projective techniques and perceptual mapping
In regulatory focus theory, __________ motives revolve around a desire for growth and development and are related to consumers' hopes and aspirations
promotion-focused
Which of the following is a strategy to reduce competitive interference?
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.
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
quality signals
Which of the following is not an alternative if a consumer decides to retain a product's package?
recycle it
Anything that increases the likelihood that a given response will be repeated in the future is considered
reinforcement
Marriott Rewards customers earn points whenever they stay at any Marriott property. Louis is in this program, and he travels quite a bit because he works in sales. He usually stays at a Courtyard by Marriott, and when he walks into the lobby there is a sign by the desk welcoming him by name as well as other Marriott Rewards customers who might be staying there. This ongoing relationship between Louis and Marriott is an example of
relationship marketing
Marketing efforts focused on a firm's current customers are generally termed
relationship marketing.
Which of the following is not a core trait in the Five-Factor Model of personality?
reliability
Kevin buys the same brand of clothing all the time. He continues to buy it because it fits him well and the price is right, but he does not have an emotional attachment to it. Kevin is an example of a(n)
repeat purchaser
How can accessibility of information stored in long-term memory be enhanced?
repetition, rehearsal, and elaboration
Simon was dissatisfied with the meal and service he received at a restaurant, so he complained. The manager came out and was arrogant to Simon, and Simon felt like he was trying to blame him for the bad experience he had by saying he was too picky. Simon vowed never to eat at that restaurant again. Which reason for changing providers does this represent?
responses to service failures
When perceptions of product performance match expectations that are at or above the minimum performance level, __________ generally results.
satisfaction
Which type of memory structure is a complex web of associations?
schema
Which of the following is not a specific learning theory?
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)
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.
self-referencing
Which of the following is the most widely used technique for measuring consumers' judgments of brand performance on specific attributes?
semantic differential scales
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
semantic memory
The physiological ability of an individual to distinguish between similar stimuli is called
sensory discrimination
Barbara is an individual who usually feels restful, serene, comfortable, and soothed. Which emotion is Barbara experiencing?
serenity
Service employees that are uncaring, impolite, unresponsive, or unknowledgeable will cause consumers to switch providers for which reason?
service encounter failure
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
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
Which of the following characteristics influencing interpretation represents factors beyond the stimulus itself?
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?
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
smart banners.
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 __________?
sophistication
Dr. Thomas, a doctor and local news medical correspondent, has frequently appeared in "Ask the Doctor" segment on local news Radio. Dr. Thomas is highly esteemed in his field and provides up-to-date medical information for viewers and provides answers to callers' questions. Sometimes he recommends specific remedies and products, and Valerie, a regular listener of the segment, trusts what he says or recommends because he doesn't seem to have an apparent motive to mislead listeners. Which characteristic does Dr. Thomas possess?
source credibility
Tony the Tiger, the Jolly Green Giant, and the Aflac duck are examples of
spokescharacters
Which of the following occurs when a company provides financial support for an event such as the Olympics or a concert?
sponsorship
Which of the following is not a key element of relationship marketing?
standardize the relationship across customers
A substantial amount of brand switching when the current brand is satisfactory may be explained by the __________ motive
stimulation
Many store brands use packaging and labeling that is similar to the more expensive national brand. The hope is that the look-alike package will elicit a similar response in consumers that encourages them to purchase the cheaper store brand. This is an example of
stimulus generalization
Why must manufacturers design products with both the primary purpose and other potential uses in mind?
stringent product liability laws
Generally speaking, compared to attitudes formed under the peripheral route, attitudes formed under the central route tend to be
stronger, more resistant to counter persuasion attempts, more accessible from memory, and more predictive of behavior
Marketing strategies to deal with choice overload include
subscription decision services such as e-tailer Stich Fix
An attribute used to stand for or indicate another attribute is known as a
surrogate indicator
Sandy uses online banking, and her bank charges her $4.99 per month. However, she has seen ads for a competing bank offering free online banking services. She'd like to switch, but she realized that it might be difficult to do since she has several of her bill payments set up as automatic debits. The cost of changing to another bank represents Sandy's
switching costs
Monique is buying a new coat for the winter. While she is concerned with how well the coat will keep her warm, she is also concerned with how stylish it will make her look. Her concern for stylishness represents which dimension of product performance?
symbolic
Andrew is considering the purchase of a portable e-reader. He is comparing alternatives on the basis of screen size, battery life, and price. Andrew is using which type of evaluative criteria?
tangible
Cost and performance features are examples of which type of evaluative criteria?
tangible
Anne appears in a television commercial for a local chiropractor. She tells the audience how she suffered from migraine headaches several times a month. However, once she started treatment at this particular chiropractor, her headaches disappeared. She claimed, "I kept expecting them to come back, but they didn't. I have a whole new lease on life, thanks to Peavy Chiropractic!" Which type of ad is this?
testimonial ad
Attribute-based choice requires
the knowledge of specific attributes at the time the choice is made and attribute-by-attribute comparisons across brands
Attention is determined by which factor?
the stimulus, the individual and the situation
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
third-party endorsement.
How does mere exposure enhance attitudes?
through enhanced familiarity
Which disposition alternative is the most widely used by consumers?
throw away
The size, shape, and color are specific __________ of the stimulus that can affect interpretation.
traits
For years, L'Oreal hair color would say in their ad that L'Oreal is "expensive, but you're worth it." This is an example of which type of advertisement?
two-sided message
Evaluative criteria can differ on which of the following?
type, number, and importance
Speed of service and convenient location are criteria Jake considers when deciding at which restaurant to eat lunch during a work day. However, when he and his wife go out for a romantic dinner, the ambiance and quality of the food are more important. Which factor is influencing the importance he places of various criteria?
usage situation
Using WD-40 as an additive to fish bait is an example of
use innovativeness
The external ice cube chute on Cade's refrigerator door was not working properly. She could hear the ice falling into the chute, but nothing would come out. She looked inside and realized there was a solid block of ice clogging the chute, and she couldn't get it loose. Cade decided to use a hair dryer to melt the ice, and it worked. Cade's using a hair dryer in a new way represents
use innovativeness.
Advertisements for BC Headache Powders usually show blue-collar workers using this product to obtain fast pain relief caused by their job (e.g., heavy lifting). Which advertising tactic is BC using to communicate its brand personality?
user imagery
An advertisement for the Honda Civic Hybrid featured gas mileage in the subheading (49 city/51 highway). The copy also noted that owners of this automobile may be eligible for a clean-fuel tax deduction. At the time this ad appeared, gas was over $3.00 per gallon, which made the information important to consumers. This is an example of which type of appeal?
utilitarian appeal
Instead of featuring any functional benefits of the product or brand in ads for the iPod, this product was introduced by showing a silhouette of a person dancing with the white earbuds and holding a white iPod MP3 player. Which type of advertising appeal does this illustrate?
value-expressive appeal
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? Group of answer choices
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?
voluntary
Factors such as information quality, navigation, price, merchandise availability, purchase process, and order tracking are part of which dimension in online satisfaction and dissatisfaction?
website design and interaction
Ronald is dissatisfied with a product he has bought. What is the first decision Ronald will make with regard to his dissatisfying situation?
whether or not to take any external action
Before a marketing manager or public policy decision maker can develop a sound strategy to affect consumer decisions, he or she must determine
which evaluative criteria are used by the consumer, how the consumer perceives the various alternatives on each criterion, and the relative importance of each criterion.
Even if a dissatisfied consumer takes no external action, which of the following is likely?
will have a less favorable attitude toward the store or brand
