MKTG 371 quiz 2

1. The energizing force that activates behavior and provides purpose and direction to that behavior is known as _____. a. motivation b. personality c. emotion d. perception e. needs

A

1. The purchase decision and consumption process always occur in the context of _____. a. a specific situation b. others c. marketing communications d. an extended decision-making process e. a social surrounding

A

10. 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 compared with imports. Consumers' attitudes are slow to change, however, and marketers must use which strategy to change the cognitive component of consumers' attitudes? a. change beliefs b. shift importance c. add beliefs d. change ideal e. change feelings

A

11. A socially defined occasion that triggers a set of interrelated behaviors that occur in a structured format and that have symbolic meaning is referred to as a _____. a. ritual situations b. momentary condition c. prescriptive d. schema e. holiday

A

11. Which of the following is a motivational state caused by consumer perceptions that a product, brand, or advertisement is relevant or interesting? a. involvement b. need c. want d. desire e. action

A

13. The situation in which consumers receive information has an impact on their behavior and is referred to as the _____ situation. a. communications b. purchase c. usage d. disposition e. preliminary

A

19. Which construct represents an unobservable inner force that stimulates and compels a behavioral response and provides specific direction to that response? a. motive b. personality c. emotion d. perception e. feeling

A

20. Décor, sounds, aromas, lighting, weather, and configurations of merchandise or other materials surrounding the stimulus object are included in which situational characteristic? a. physical surroundings b. social surroundings c. temporal perspectives d. task definition e. antecedent states

A

22. With respect to the typology of service environments, a bank would be categorized as _____. a. utilitarian b. personal c. hedonic d. tangible e. moderate

A

23. 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 _____. a. cognition b. affection c. ethnocentrism d. uniqueness e. acceptance

A

23. Which of the following are components of the physical environment? a. colors, aromas, music, and crowding b. normal and expanded usage c. utilitarian and hedonic product characteristics d. moods and momentary conditions e. internal and external influences

A

24. Smoke detectors, preventive medicines, insurance, retirement investments, seat belts, burglar alarms, and sunscreen are all examples of products to satisfy consumers' _____ needs. a. safety b. self-actualization c. physiological d. belongingness e. esteem

A

25. A consumer who buys a product because a close friend bought one may be fulfilling a _____ motivation. a. modeling b. independence c. causation d. ego-defensive e. none of the above

A

3. Source credibility is a function of a. trustworthiness and expertise. b. operant conditioning. c. actual and ideal self-concept. d. cognitive and affective components. e. none of the above.

A

5. 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? a. multiattribute attitude model b. cognitive assessment model c. belief assessment model d. summation model e. attribute heuristic model

A

5. Maslow's hierarchy of needs includes all EXCEPT which of the following? a. cognition b. physiological c. safety d. belongingness e. esteem

A

6. 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? a. fear appeal b. one-sided message c. two-sided message d. third-party endorsement e. comparative ad

A

6. Sharon has to purchase a gift for her mother and only has this afternoon to do so because her birthday party is that evening. She's wondering how she will be able get to the mall in time to pick out the perfect gift. This is an illustration of which situation characteristic? a. temporal perspective b. physical features c. social surroundings d. task definition e. antecedent state

A

10. Because latent motives often are less than completely socially desirable, _____ are frequently used. a. affect appeals b. indirect appeals c. latent appeals d. direct appeals e. cross referencing appeals

B

11. Which type of advertisement or sales presentation presents both good and bad points? a. one-sided message b. two-sided message c. balanced message d. unbiased message e. positive or negative message

B

12. 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? a. approach-approach b. approach-avoidance c. avoidance-avoidance d. acceptable-unacceptable e. unacceptable-acceptable

B

14. _____ refers to presenting one of two equivalent value outcomes either in positive or gain terms or in negative or loss terms a. message sidedness b. message framing c. benefit segmentation d. positive or negative message e. priming

B

16. Which component of attitudes consists of a consumer's beliefs about an object? a. affective b. cognitive c. factual d. behavioral e. utilitarian

B

17. SAM (Self-Assessment Manikin) is used to assess which component of attitude? a. cognitive b. affective c. behavioral d. orientation e. personality

B

18. Consumer ability to effectively cope with stressful situations relates to the concept of _______. a. message filtering b. emotional intelligence c. rage reduction d. anger management e. consumer support

B

19. When orange juice manufacturers attempted to expand the various times of day when consumers would see orange juice as an appropriate beverage to consume, they were trying to influence which situation? a. communication b. usage c. purchase d. disposition e. all of the above

B

2. Which of the following is NOT a key situational dimension or characteristic that influences consumer behavior? a. physical surroundings b. alternative evaluation c. social surroundings d. temporal perspectives e. task definition

B

2. Which of the following reflects the relatively stable behavioral tendencies that individuals display across a variety of situations? a. motivation b. personality c. emotion d. perception e. needs

B

20. Attitude components tend to be _____. a. inconsistent b. consistent c. irregular d. disparate e. none of the above

B

23. Changing behavior prior to changing affect or cognition is based primarily on _____. a. classical conditioning b. operant conditioning c. iconic rote learning d. analytical reasoning e. mere exposure

B

25. Features of the individual person that are not lasting characteristics, such as momentary moods or conditions, are called _____. a. personality b. antecedent states c. context effects d. task definition e. self-concept

B

25. The source of a communication represents _____. a. "how" a message is communicated b. "who" delivers the message c. the "what" of the message d. the "when" of the message e. the "where of the message

B

3. Transient feeling states that are generally not tied to a specific event or object are a. attitudes. b. moods. c. needs. d. emotions. e. none of the above

B

5. The sum of all the physical features of a retail environment is referred to as the a. store image. b. store atmosphere. c. store icon. d. store structure.

B

6. Which set of motives deals with our need to determine who or what causes the things that happen to us? a. need for consistency b. need for attribution c. need to categorize d. need for objectification e. need for autonomy

B

8. Atmosphere is referred to as _____ when describing a service business such as a hospital, bank, or restaurant. a. landscape b. servicescape c. ambiance d. environment e. servqual

B

8. When asked why he bought a specific automobile, Jeremy replied that it has good gas mileage, is rated one the best cars in terms of safety, and is in a moderate price range. These reasons reflect Jeremy's _____ motives. a. latent b. manifest c. acceptable d. primary e. identifiable

B

7. Which of the following is a common technique for inducing trial behavior? a. Coupons b. Free samples c. Price reductions d. Point-of-purchase displays e. All of the above

B???

1. A learned predisposition to respond in a consistently favorable or unfavorable manner with respect to a given object is known as a(n) _____. a. belief b. emotion c. attitude d. cognition e. attribute

C

12. Which of the following statements is FALSE regarding humorous appeals? a. Ads built around humor appear to increase attention to the ad. b. The overall effectiveness of humor is generally increased when the humor relates to the product or brand in a meaningful way. c. Humorous ads are low risk because they tend to translate well across situations and cultures. d. Companies have been successful using humor that is only loosely tied to the product. e. Ads built around humor appear to increase liking of the ad.

C

13. 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? a. primary route b. secondary route c. central route d. peripheral route e. direct route

C

14. Which of the following is NOT a core trait in the Five-Factor Model of personality? a. extroversion b. instability c. reliability d. openness to experience e. conscientiousness

C

17. Which of the following is a situational characteristic? a. product b. package c. temporal perspective d. demographics e. social class

C

19. Madeline has a(n) _____ toward Regular Coke, whereby she simultaneously really likes the taste but also is really negative about the brand because it has high calories. a. relative attitude b. lack of ability c. ambivalent attitude d. interpersonal influence e. all of the above

C

2. Marketers must promote _____ rather than _____, especially for less knowledgeable consumers and for complex products. a. features; benefits b. benefits; avoidance c. benefits; features d. features, contents e. consistency, inconsistency

C

21. In an attempt to alter consumers' cognitive component of their attitude toward the 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? a. change beliefs b. shift importance c. add beliefs d. change ideal e. change feelings

C

22. Two prominent sets of motives under regulatory focus theory are termed _____. a. approach and latent b. excess and manifest c. promotion and prevention d. acute and chronic e. motivate and conflict

C

24. Which of the following is a theory about how attitudes are formed and changed under varying conditions of involvement? a. cognitive dissonance theory b. theory of reasoned action c. elaboration likelihood model d. attribution theory e. noncompensatory theory

C

3. Strong, relatively uncontrollable feelings that affect our behavior are known as _____. a. motivationa b. personality c. emotions d. perceptions e. needs

C

4. Mike is the owner of a restaurant that also has a bar. Based on research that studied the impact of background music on restaurant patrons, what can Mike expect if he uses slow music in his establishment? a. faster service time b. customers spend less time at a table c. larger amount of bar purchases d. significantly more (i.e., 50% or more) spent on food purchases e. greater number of customer groups leaving before being seated

C

7. A substantial amount of brand switching when the current brand is satisfactory may be explained by the _____ motive. a. expression b. reinforcement c. stimulation d. affiliation e. none of the above

C

9. Which of the following is(are) designed to provide information on latent motives? a. perceptual mapping b. regression analysis c. projective techniques d. conjoint analysis e. multivariate analyses

C

10. Which of the following are antecedent states? a. colors, aromas, music, and crowding b. normal and expanded usage c. utilitarian and hedonic d. moods and momentary conditions e. internal and external influences

D

13. In regulatory focus theory, _____ motives revolve around a desire for growth and development and are related to consumers' hopes and aspirations. a. latent-focused b. manifest-focused c. prevention-focused d. promotion-focused e. all of the above

D

14. Arm & Hammer baking soda has been very successful promoting other uses for this product. Advertisements provide several uses other than baking, such as removing odors from carpeting, the laundry, and kitty litter boxes. Finding more uses for a product is known as a(an) _____. a. disposition situation b. purchase situation c. communications situation d. expanded usage situation e. alternative usage situation

D

15. A set of human characteristics that become associated with a brand is referred to as _____. a. brand image b. brand equity c. brand leverage d. brand personality e. brand positioning

D

15. 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? a. one-sided message b. two-sided message c. testimony d. value-expressive appeal e. utilitarian appeal

D

17. Which of the following is NOT considered an emotional dimension? a. pleasure b. arousal c. dominance d. feeling e. all of the above are emotional dimensions

D

18. How are actual behaviors and response tendencies most often measured? a. physiological measures b. multiattribute models c. SAM and adSAM d. direct questioning e. 100-point constant-sum scales

D

18. Which of the following is NOT an individual characteristic influencing consumer behavior? a. culture b. attitudes c. social class d. task definition e. motivation

D

20. The tendency of many consumers to discount claims made by salespeople and ads is related to the need _____. a. for ego defense b. for focus c. for assertion d. to attribute causation e. none of the above

D

21. Motives that are either unknown to the consumer or are such that he or she is reluctant to admit them are referred to as _____ motives. a. manifest b. hidden c. secondary d. latent e. unacceptable

D

24. How does music influence consumer behavior? a. subliminally b. reduces consumers' perception of overcrowding c. changes temporal perspective d. influences mood e. changes cognitive structures

D

4. 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 were 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? a. manifest b. hidden c. secondary d. latent e. social

D

4. Kimberly-Clark is interested in mothers' emotional reactions to its 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? a. knowledge b. cognitive c. affective d. behavioral e. orientation

D

8. 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? a. single message b. two-sided message c. comparative ad d. testimonial ad e. demonstration

D

9. John is a salesman and gave one of his customers an expensive watch. Which of the following is the most likely reason John gave this gift? a. social expectations b. because it is a ritualized consumption experience c. because it is a business requirement d. to elicit a return favor e. as an expression of loving and caring

D

12. Which of the following is a situation in which consumer behavior occurs? a. communication situation b. purchase situation c. usage situation d. disposition situation e. all of the above

E

15. Which group needs to understand how situational influences affect consumers' disposition decisions? a. marketers b. government c. environmental organizations d. A and B only e. A, B, C (not D)

E

16. To understand a consumer's behavior, we must know about the _____. a. consumer b. situation c. stimulus object d. a and b e. all of the above except d

E

16. Which of the following is considered a dimension of brand personality? a. ruggedness b. excitement c. sincerity d. competence e. all of the above

E

21. _____ is the process managers use to manipulate the physical retail environment to create specific mood responses in shoppers. a. Servicescape b. Psychographics c. Environmentalism d. Landscaping e. Atmospherics

E

22. Which of the following is an approach used by marketers to increase consumers' affect toward their brand? a. classical conditioning b. create a positive affect toward the ad or website c. mere exposure d. a and b e. all of the above except d

E

7. Decisions made by consumers regarding the _____ situation can create significant social problems as well as opportunities for marketers. a. purchase b. communication c. expanded usage d. usage e. disposition

E

9. Generally speaking, compared to attitudes formed under the peripheral route, attitudes formed under the central route tend to be _____. a. stronger b. more resistant to counter persuasion attempts c. more accessible from memory d. more predictive of behavior e. all of the above

E