MAR 4503 Final (Quiz 5-12)

What has research revealed regarding consumers' variety- seeking behavior?

Consumers are more likely to become bored on sensory attributes such as taste

Most consumer purchases involve relatively high-involvement decision making, and therefore, arouse little or no post-purchase dissonance.

false

The disjunctive decision rule establishes an optimum level of performance for each evaluative criterion.

false

Which demographic factor has the least influence on U.S adult Internet usage?

gender

Bob is searching the Internet for information on digital cameras, so he types in the words "digital camera" in Google. Which type of search is Bob conducting?

generic

Problem recognition is the first stage of the consumer decision process.

True

Experience, familiarity, social status, shopping orientation and product involvement are examples of which factor that influences the expected benefits and perceived costs of search?

consumer characteristics

Which of the following does NOT influence the evaluation of alternatives on each criterion?

decision rules applied

____ is an individual's characteristic response tendencies across similar situations.

personality

In Maslow's hierarchy of needs, food, water, sleep, and to an extent, sex, are considered ____ motives.

physiological

_______ refers to the fact that stimuli postponed close together are perceived as belonging to the same category.

proximity

The level of concern for, or interest in, the purchase process triggered by the need to consider a particular purchase is known as _______.

purchase involvement

The basic knowledge and feelings an individual has about a concept is known as _____.

semantic memory

Segmenting consumers on the basis of the most important attribute on attributes is called benefit segmentation.

true

What are the two dimensions to performance for products?

instrumental and symbolic

Which portion of total memory is devoted to permanent information storage?

long-term memory

Which of the following is considered a stimulus factor affecting attention?

position

_______ meaning is the specific meaning assigned a word by a given individual or group of individuals based on their experiences, expectations, and the context in which the term is used.

psychological

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

Unsolicited e-mail that is a major concern and irritant and is known as _____.

spam

The costs of finding, evaluating, and adopting another solution are known as _____.

switching costs

Using WD-40 as an additive to fish bait is an example of _______.

use innovativeness

The source of a communication represents _____.

"who" delivers the message

Which of the following is often used as a surrogate indicator of quality?

all of the above (price, advertising intensity, warranties, country of origin)

Which of the following is considered a dimension of brand personality?

all of the above (ruggedness, excitement, sincerity, competence)

In which type of motivational conflict must a consumer choose between two attractive alternatives?

approach-approach

A set of human characteristics that become associated with a brand is referred to as _____.

brand personality

Organizing individual items into groups of related items that can be processed as a single unit is called _____.

chunking

What are the two basic forms of conditioned learning?

classical and operant

The percentage who click through a banner ad to the corporate website is known as _______.

click-through rate

_______ represents the density of stimuli in the environment.

clutter

the multi attribute model is which type of decision rule?

compensatory

Very high levels of purchase involvement tend to produce _______.

extended decision making

Self-concept indicates that consumers are relating brand information to themselves.

false

The brands found to be completely unworthy of further consideration comprise the excluded set.

false

The elaboration likelihood model (ELM) of persuasion posits two routes to persuasion: direct route and indirect route.

false

The maintenance marketing strategy is appropriate if consumers used extended decision making and the brand is the evoked set.

false

Quaker Oats contains zero milligrams of sodium. This is an example of what type of belief?

feature belief

The idea behind ________ is that different parts of our brain are better suited for focused versus non focused attention.

hemispheric lateralization

For which product is no disposition involved?

ice cream cone

An advertisement theme of "do your own thing" is most likely to be based on a need for ______.

independence

Which type of test is one in which the consumer is not aware of the product's brand name?

blind test

Which trait reflects an individual difference in consumers' propensity to be biased against the purchase of foreign products?

consumer ethnocentrism

Regulatory focus theory suggests that _____.

consumers will react differently depending on which broad set of motives is most salient.

A major motivator of online search is to find warranty information.

false

Visual art in an ad (art infusion) has the ability to:

increase brand image

Leon is concerned with the reliability and durability of laptop computers he is considering purchasing. This represents which dimension of product performance?

instrumental

An approach to measuring the importance of attitude components that requires consumers to allocate 100 points among the components such that the distribution of the points reflects the relative importance of the component is _____.

none of the above

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

Which of the following is a strategy to reduce competitive interference?

provide external retrieval cues

When consumers see the new product (i.e.., brand extension) as requiring the same manufacturing skills as the original, successful brand leverage is more likely. Which dimension is this referring to?

transfer

A two-sided message presents both good and bad points.

true

All consumers have a bounded rationality.

true

The perceived risk associated with unsatisfactory product performance increases information search prior to purchase.

true

Two distinct categories of nominal decision making are brand loyal decisions and repeat purchase decisions.

true

Which of the following is an example of a federal law passed to facilitate direct comparisons among alternatives?

true-in-lending law

James likes to eat a strawberry Pop-Tart for breakfast before school. After about two weeks of this, he starts to get bored with that and switches to waffles. James is displaying which type of behavior?

variety- seeking

Many elderly consumers have problems with arthritis. This painful condition makes it almost impossible for them to open jars or medicine containers because the joints in their fingers are so stiff. Which type of consumer problem is this?

active

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

The emotional response that owning or using the product or outlet provides is known as ____.

affective performance

An advertising theme such as "Serve Pepsi to your friends, they'll love you for it" is most likely based on _____ motivation.

affiliation

Maslow's hierarchy of needs is based on which premise?

all of the above (all humans acquire a similar set o motives..., some motives are more basic or critical than others, the more basic motives must be satisfied..., as the basic motives become more satisfied ...)

Which of the following provides learning experiences that affect the type of lifestyle people seek and the products they consume?

all of the above (culture, family, friends, mass media)

Which of the following is a factor that may account for inconsistencies between measures of beliefs and feelings and observations or behavior?

all of the above (lack of need, failure of consider relative attitudes, failure to consider interpersonal influence, failure to consider situational factors)

Which of the following is a non-marketing factor affecting problem recognition?

all of the above (social status, previous decisions, motives, situation)

Accessibility is related to which of the following?

all of the above (strength of incoming linkages, number of incoming linkages, strength of links to nodes, directness of links to nodes)

Which type of consumer choice process involves the use of general attitudes, summary impressions, intuitions, or heuristics, and no attribute-by-attribute comparison are made at the time of choice?

attitude-based choice

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

Which of the following is an ability factor related to attention that may require less attention to the brand's ads by an individual due to their high existing knowledge?

brand familiarity

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

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

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 Maslow's needs reflects individuals' desires for status, superiority, self-respect, and prestige?

esteem

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

Which type of search can involve independent sources, personal sources, marketer-based information, and product experience?

external search

Which of the following is NOT a factor accounting for inconsistencies between measures of belief and feelings and observations of behavior?

failure to consider negative reactions

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

The manager of a bank branch is concerned about the number of mistakes the tellers were making, so he started manipulating different aspects of the environment in the bank to see what effect each has on the tellers' performance. He examined factors such as the lighting, temperature, and the volume of the music playing in the bank. Which approach to the problem recognition is this manager using?

human factors research

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 grocery deli. Which reason for changing providers does this represent?

inconvenience

Brands that are found completely unworthy of further consideration are members of the _____.

inept set

Walker was gathering information on plasma and LCD TVs because he wanted to purchase one for his household. He bought several electronic product magazines, visited several electronics stores, searched the Internet, and paid attention to the ads in the newspaper to learn more about this product. However, he was confronted with so much information that he could not attend to all of it. In fact, he it got to the point that he would not attend to it and became frustrated. This is an example of _____.

information overload

Nakeisha wants to purchase some new make-up, but she wants something different from what she is currently using. Since she has experience with this product, she just thinks of the other products she has tried and decides to purchase one of those. Which type of information search has Nakeisha performed?

internal search

Once a problem is recognized, relevant information from long-term memory is used to determine if a satisfactory solution is known, what the characteristics of potential solutions are, what are appropriate ways to compare solutions, and so forth. This is referred to as _____.

internal search

Perception is a process that begins with consumer exposure and attention to marketing stimuli and ends with consumer _______.

interpretation

What is the most common approach to discovering consumer problems?

intuition

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

In which type of learning situation does the consumer have little or no motivation to process or learning the material?

low-involvement learning

Past searches, prior personal experiences, and prior low-involvement learning are examples of which source of information?

memory

Selecting the optimal alternative, minimizing the decision effort, and maximizing the ease with which a decision can be justified are examples of consumer _____.

metagoals

______ is a drive state created by consumer interests and needs.

motivation

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 attribute model

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

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

____ 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

The fact that all aspects of the perception process are extremely selective is referred to as _____.

perceptual defenses

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

Doubt or anxiety regarding a purchase a consumer has made is known as _____.

post purchase dissonance

A food manufacturer asked a group of working mothers to think about the problem of serving nutritious meals to their families given their time constraints and to indicate what activities, products, or brands are associated with or perhaps could eliminate those problems. This manufacturer is using which approach to problem recognition?

problem analysis

Vanity Fair, the makers of Lee jeans, learned from market research that young men perceived the brand as for women. As a result, they developed an advertising campaign targeted to young men and used Buddy Lee, which is a little doll in dungarees that is portrayed as "cool," to alter this market's perception of this brand. Vanity Fair's deliberate decision to significantly alter the way the market views its brand is an example of _____.

product repositioning

A firm that introduces a new like of non-fat snack food due to increasing consumer concern with health is ______.

reacting to problem recognition

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

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 of the following involves techniques designed to ensure that a company's Web pages appear high on an Internet search result is?

search engine optimization

Which problem recognition involves a discrepancy that only one brand can solve?

selective problem recognition

For years, the U.S. Army ran an advertising campaign with the tagline, "Be all you can be." To which of Maslow's needs is this appealing?

self-actualization

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 hopes 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

_____ consist of trustworthiness and expertise.

source credibility

Tony the Tiger, the Jolly Green Giant, and the Aflac duck are examples of _____.

spokes characters

Which of the following occurs when a company provides financial support for an event such as the Olympics or a concert?

sponsorship

_____ occurs when a response to one stimulus is elicited by a similar but distinct stimulus.

stimulus generalization

An attribute used to stand for or indicate another attribute is known as a _____.

surrogate indicator

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

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

A metagoal refers to _________.

the general nature of the outcome being sought

Theories based on which need views the consumer as a problem solver who approaches situations as opportunities to acquire useful information or new skills?

utilitarian need

Which of the following do marketers need to be concerned about with respect to using celebrities as company spokespersons?

a, b, and c (overexposure of the celebrity, negative behavior involving the spokesperson, imagine of the celebrity does not match the image of the product or brand)

Broadcast media, particularly television, appear to be better vehicles for comparative advertisements, because broadcast lends itself to more through comparisons.

false

Emotions are rarely accompanied by cognitive thought.

false

Long-term memory (LTM) is also called working memory.

false

Which of the following is a motivational state caused by consumer perceptions that a product, brand, or advertisement is relevant or interesting?

involvement

Which type of memory is viewed as an unlimited, permanent storage that can store numerous types of information such as concepts, decision rules, processes, affective (emotional) states, and so forth?

long-term memory

Laddering is a popular tool for identifying latent motives.

true

Personality is an individual's characteristic response tendencies across similar situations.

true

Functional performance relates to the physical functioning of the product.

false

High-impact zones in print ads and other print documents tend to be more toward the bottom and right of the ad.

false

A consumer decision requires information on which of the following.

a, b, and c (the appropriate evaluate criteria for the solution of a problem, the existence of various alternative solutions, the performance level or characteristic of each alternative solution on each evaluate criterion.)

Which approach to problem identification focuses on a particular activity such as lawn maintenance?

activity analysis

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

Before a marketing manger or a public policy decision maker can develop a sound strategy to affect consumer decisions, he or she must determine all EXCEPT which of the following?

all of the above must be determined (which evaluative criteria are used by the consumer, how the consumer perceives the various alternatives on each criterion, the relative importance of each criterion)

The fact that consumers have limited capacity for processing information is referred to as _____.

bounded rationality

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 _____.

committed customer

Which of the following motives are most likely in affective choices?

consummatory motives

A(n) ________ is the way an individual wants to feel or be at the present time.

desired state

Dual-branding is an alliance where two brands are put together on a single product.

false

Format refers to the placement of an object in physical space or time.

false

Blake doesn't much care about cars but is engaging in a substantial amount of information search about cars since he is about to buy a new car. In terms of involvement, Blake is _____.

low in product involvement: high in purchase involvement

Stephanie and her husband are considering the purchase of a 52" plasma television. They have visited several manufacturers' Web sites, looked at the ads in the Sunday newspaper, and have spoken with sales people at several electronics stores. Which source of information are they using?

marketing sources

What is the first stage of the consumer decision process?

problem recognition

Which side of the brain deals with pictorial, geometric, timeless, and nonverbal information without being able to verbally report it?

right

Cameron was searching the Internet for information on digital cameras. He went to a search engine (i.e., Goggle) 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

Effective quality control and distribution and package inserts that assure the consumer of the wisdom of their purchase are attempts at _____.

suppressing problem recognition

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 represent Sandy's _____.

switching costs

Which of the following is probably the most important situational variable with respect to search behavior?

temporal perspective

The level of one's desire to resolve a particular problem depends on which factors?

the magnitude of the discrepancy between the desired and actual states and the relative importance of the problem

Approaches to discovering consumer problems include activity analysis, product analysis, problem analysis, human factors research, and emotion research.

true

Conjunctive, disjunctive, elimination-by-aspects, and lexicographic are non compensatory decision rules.

true

Evaluative criteria can differ in type, number, and importance.

true

Factors affecting the relative importance and influence of evaluative criteria include usage situation, competitive context, and advertising effects.

true

Firms needs to satisfy consumer expectations by creating reasonable expectations through promotional efforts and maintaining consistent quality so those expectations are fulfilled.

true

Market characteristics that influence the expected benefits and perceived cots of search include the number of alternatives, price range, store distribution, and information availability.

true

Marketing strategy that focuses only on creating awareness may be inadequate.

true

Sometimes consumers purchase products and do not use them.

true

Stimulus characteristics affecting interpretation include traits, organization, and changes.

true

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