MKTG 441O: Exam 2 Study Guide

D. increases the chances that their information is evaluated in a more positive light

An advertiser that surrounds its ads with positive programming a. is utilizing adaptation level theory b. is tapping into the isolation effect c. is basing their strategy on figure-ground theory d. increases the chances that their information is evaluated in a more positive light. e. none of these are correct

B. Laggard

Charles was the last person on his block to purchase a color television set, and that was in the 1980s. He just couldn't see the reason to purchase a new color television if his old one was working just fine. He finally purchased one because his old TV stopped working. In terms of adopter categories, Charles would be classified as a(n) a. early majority b. larggard c. early adopter d. innovator e. late majority

A. dissociative reference groups

Groups with negative desirability are referred to as a. dissociative reference groups b. primary reference groups c. secondary reference groups d. aspiration reference groups e. unattractive reference groups

D. value-expressive

Identification influence is also called __________ influence. a. affective b. normative c. utilitarian d. value-expressive e. informational

C. extinction

In conditioned learning, forgetting is often referred to as a. failure b. decay c. extinction d. deconditioning e. retrieval failure

A. aspirations reference group

Individuals frequently purchase products thought to be used by a desired group in order to achieve actual or symbolic membership in the group. This type of group is referred to as a(n) a. aspiration reference group b. dissociative reference group c. secondary reference group d. primary reference group e. attractive reference group

B. iconic rote learning

Learning a concept or the association between two or more concepts in the absence of conditioning is known as a. operant learning b. iconic rote learning c. vicarious learning d. modeling e. analytical reasoning

B. utilitarian

Normative influence is sometimes referred to as __________ influence. a. value-expressive b. utiliarian c. functional d. conformist e. coercive

D. chunking

Organizing individual items into groups of related items that can be processed as a single unit is called a. zipping b. conditioning c. minimizing d. chunking e. maintenance rehearsal

D. interference

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 a. echoic memory b. memory failure c. clutter d. interference e. noise

C. group

Tara is a marketing professor and is a member of the American Marketing Association. The members of this organization are associated with the discipline of marketing, either as academicians or as practitioners. The purpose of this organization is to disseminate research about marketing, to share best practices, and to foster the professional development of marketers. The American Marketing Associate is an example of a a. cohort b. consumer group c. group d. primary group e. generation

C. 5 to 9

The capacity of STM is thought to be in the range of __________ bits of information. a. 3 to 5 b. 10 to 14 c. 5 to 9 d. 1 to 2 e. 15 to 20

D. accessibility

The likelihood and ease with which information can be recalled from long-term memory is termed a. maintenance b. elaboration c. retrieval d. accessibility e. learning

d. accessibility

The likelihood and ease with which information can be recalled from long-term memory is termed a. maintenance b. elaboration c. retrieval d. accessibility e. learning

B. episodic memory

The memory of a sequence of events in which a person participated is called a. semantic memory b. episodic memory c. primary memory d. conditioned memory d. accessible memory

B. episodic memory

The memory of a sequence of events in which a person participated is called a. semantic memory b. episodic memory c. primary memory d. conditioned memory e. accessible memory

D. Permission-based marketing

The voluntary and self-selected nature of online offerings where consumers "opt in" to receive email-based promotions is often referred to as a. allowable marketing b. voluntary marketing c. acceptable marketing d. permission-based marketing e. optional marketing

C. program involvement

Which of the following is a situational factor affecting attention? a. isolation b. ability c. program involvement d. repetition e. motivation

D. Motivation

Which of the following is considered an individual factor affecting attention? a. isolation b. attractiveness c. clutter d. motivation e. intensity

C. ability

__________ refers to the capacity of individuals to attend to and process information. a. motivation b. IQ c. ability d. aptitude e. intelligence

E. brand fest

A __________ is a gathering of owners and others for the purposes of interacting with one another in the context of learning about and using the brand. a. consumption gathering b. brand community c. consortium d. convention e. brand fest

A. continuous innovation

Adoption of which type of innovation requires relatively minor changes in behavior or changes in behaviors that are unimportant to the consumer? a. continuous innovation b. dynamically continuous innovation c. nontechnological innovation d. discontinuous innovation e. technological innovation

E. aspiration reference group

Amanda is in junior high and begged her mother to buy her a certain brand of athletic shoe that all the "cool" kids in school were wearing. She thought that if she had those shoes, she would be accepted as one of them. To Amanda, these other students in school that she wants to be associated with represent a(n) a. primary reference group b. secondary reference group c. attractive reference group d. dissociative reference group e. aspiration reference group

E. Word-of-month

Clara had an unpleasant experience at a local restaurant at lunch one day. She went back to work and told all her coworkers about this experience, and many of them said they would never go back to that restaurant. Which type of communication is this an example of? a. negative b. two-step flow c. multistep flow d. indirect e. word-of-month

A. contextual cues

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. a. contextual cues b. situational organization c. stimulus characteristics d. stimulus traits e. stimulus cues

B. All of these choices are correct

Consumer-generated content helps brands do which of the following? a. increase the brand's sales and increase the brand's awareness b. all of these choices are correct c. increases the brand's awareness d. increase the brand's sales e. engage with consumers

C. low-involvement learning

In which type of learning situation does the consumer have little or no motivation to process or learn the material? a. primary learning b. implicit learning c. low-involvement learning d. explicit learning e. high- involvement learning

A. analytical reasoning

The most complex form of cognitive learning is a. analytical reasoning b. iconic rote learning c. modeling d. vicarious learning e. operant learning

C. traits

The size, shape, and color are specific __________ of the stimulus that can affect interpretation. a. contextual cues b. signals c. traits d. cues e. elements

B. Position

Which of the following is considered a stimulus factor affecting attention? a. clutter b. position c. all of these choices are correct d. motivation e. ability

C. Brand ambassadors

Yoga instructors and elite athletes are recruited by lululemon to teach classes in exchange for free lululemon clothing. These __________ promote the lululemon brand and encourage others to purchase lululemon merchandise. a. brand subcultures b. consumption subcultures c. brand ambassadors d. cohort groups and brand subcultures e. cohort groups

C. memory

__________ is the total accumulation of prior learning experiences. a. positioning b. brand image c. memory d. information processing e. brand equity

B. consumption subculture

A distinctive subgroup of society that self-selects on the basis of a shared commitment to a particular product class, brand, or consumption activity is known as a a. clone group b. consumption subculture c. cohort group d. purchase consortium e. dissociative reference group

B. subliminal

A message presented so fast or so softly or so masked by other messages that one is not aware of seeing or hearing it is called a(n) __________ stimulus. a. unfocused b. sublimal c. lateralized d. sublingual e. subversive

A. brand community

A nongeographically bound community, based on a structured set of social relationships among owners of a brand and the psychological relationship they have with the brand itself, the product in use, and the firm is known as a a. brand community b. purchase consortium c. cohort group d. census track e. clone group

E. information processing

A series of activities by which stimuli are perceived, transformed into information, and stored is called a. positioning b. interpretation c. learning d. marketing e. information processing

E. information processing

A series of activities by which stimuli are perceived, transformed into information, and stored is called a. positioning b. interpretation c. learning d. marketing e. information processing

C. all of these choices are correct

Accessibility is related to which of the following? a. number of incoming linkages b. directness of links to nodes c. all of these choices are correct d. strength of incoming linkages e. strength of links to nodes

B. normative

Amie usually wears a uniform to her Catholic school, but on the first Friday of every month, students can wear other clothes as long as they bring in something for the church's food bank. Amie loves to shop and has plenty of fashionable clothes, but on these free dress days, she usually wears blue jeans, a T-shirt, and athletic shoes. Her mother asked her why she doesn't wear her nice clothes, and Amie told her that she would be made fun of at school. Which type of influence do the other students have on Amie? a. punitive b. normative c. conformist d. identification e. informational

A. learning

Any change in the content or organization of long-term memory or behavior is known as a. learning b. cognition c. repositioning d. marketing e. information processing

A. learning

Any change in the content or organization of long-term memory or behavior is known as a. learning b. cognition c. repositioningi d. marketing e. information processing

E. reinforcement

Anything that increases the likelihood that a given response will be repeated in the future is considered a. a reward b. an operant c. punishment d. a conditioned stimulus e. reinforcement

E. reinforcement

Anything that increases the likelihood that a given response will be repeated in the future is considered a. a reward b. an operant c. punishment d. a conditioned stimulus e. reinforcement

D. decreases; increases

Attention generally __________ across repeated exposures, and repetition often __________ recall. a. increases; increases b. remains constant; increases c. increases; decreases d. decreases; increases e. remains constant; decreases

D. dissociative reference group

Bob is somewhat of a loner in high school. He really despises the school "jocks" that seem to be involved in every sport. He doesn't want anything to do with them or be like them in any way. To Bob, the group of students who represent the school athletes is a(n) a. primary reference group b. secondary reference group c. unattractive reference group d. dissociative reference group e. aspiration refernce group

B. consumption subcultures

Harley-Davidson motorcycle owners that join a Harley group, Jeep owners that attend events sponsored by Jeep, and Star Trek "Trekkies" are all examples of a. purchase consortiums b. consumption subcultures c. clone groups d. cohort groups e. dissociative reference group

C. repetition, rehearsal, and elaboration

How can accessibility of information stored in long-term memory be enhanced? a. repetition b. elaboration c. repetition, rehearsal, and elaboration d. rehearsal

C. repetition, rehearsal, & elaboration

How can accessibility of information stored in long-term memory be enhanced? a. repetition b. elaboration c. repetition, rehearsal, and elaboration d. repetition and rehearsal e. rehearsal

A. opinion leader

Howard is 30 years old and creates his own content related to his favorite brand of hardware. Consumers like Howard who generate content online can be considered a(n) a. opinion leader b. market leader c. interpreter d. creator e. brand leader

C. extincition

In conditioned learning, forgetting is often referred to as a. failure b. decay c. extinction d. deconditioning e. retrieval failure

B. when the use of the product or brand is visible to the group

In which of the following consumption situations will a reference group's influence be strongest? a. when the individual's committment to the group is low b. when the use of the product or brand is visible to the group c. when the reference group is large d. when the product is a necessity e. when the consumer is confident in the purchase situation

C. low-involvement learning

In which type of learning situation does the consumer have little or no motivation to process or learn the material? a. primary learning b. implicit learning c. low-involvement learning d. explicit-learning e. high-involvement learning

D. opinion leaders

Individuals who filter, interpret, or provide product and brand-relevant information to their family, friends, and colleagues are known as a. market leaders b. market mavens c. interpreters d. opinion leaders e. screeners

B. Informational

Jamarcus was his collegiate chapter's delegate at a national conference of a professional business fraternity, Phi Chi Theta, in which he is a member. When the business meeting was conducted, parliamentary procedure was used, and Jamarcus was not familiar with this. Thus, he looked to the others to learn how he should behave in this situation. What type of influence does this reference group exhibit? a. transient b. informational c. legal d. procedural e. substantive

B. Online community

Jill is a breast cancer survivor. She posts a blog, which is her online journal, on a site that is specifically for others to share their experiences and support one another. She and others discuss products that help them deal with the side effects of their treatments as well as products that can help them maintain their self-esteem (e.g., wigs). Jill is participating in a(n) a. consumption subculture b. online community c. electronic community d. online consortium e. subversive community

C. Compare prices

Market mavens are more likely than the rest of the population to engage in which of the following behaviors? a. all of these choices are correct b. shop in stores c. compare prices d. none of these choices are correct e. switch brands

E. script

Memory of how an action sequence should occur is a special type of schema known as a(n) a. concept b. operant c. episode d. directive e. script

E. script

Memory of how an action sequence should occur is a special type of schema known as a(n) a. concept b. operant c. episode d. directive e. script

C. Guerilla marketing

Nonconventional marketing activities that use a limited budget and can increase buzz are known as a. e-gossip b. gorilla tactics c. guerilla marketing d. undercover marketing e. online guides

D. chunking

Organizing individual items into groups of related items that can be processed as a single unit is called a. zipping b. conditioning c. minimizing d. chunking e. maintenance rehearsal

A. interpretation

Perception is a process that begins with consumer exposure and attention to marketing stimuli and ends with consumer a. interpretation b. attitudes c. acceptance d. behavior e. action

C. affect intensity

Some people experience emotions more strongly than do others, which is a trait known as a. psychological differentiation b. psychological intensity c. affect intensity d. cognitive intensity e. physiological differentiation

D. interference

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 a. echoic memory b. memory failure c. clutter d. interference e. noise

B. top-of-mind awareness

The accessibility effect for brands is called a. conditioned response b. top-of-mind awareness c. conceptual awareness d. episodic awareness e. operant learning

B. top-of-mind awareness

The accessibility effect for brands is called a. conditioned response b. top-of-mind awareness c. conceptual awareness d. episodic awareness e. operant learning

b. semantic memory

The basic knowledge and feelings an individual has about a concept is known as a. primary memory b. semantic memory c. episodic memory d. conditioned memory e. accessible memory

B. semantic memory

The basic knowledge and feelings an individual has about a concept is known as a. primary memory b. semantic memory c. episodic memory d. conditioned memory e. accessible memory

A. product positioning

The decision by a marketer to try to achieve a defined brand image relative to competition within a market segment is called a. product positioning b. product extension c. product equity d. brand leveraging e. brand extension

A. product positoning

The decision by a marketer to try to achieve a defined brand image relative to competition within a market segment is called a. product positioning b. product extension c. product equity d. brand leveraging e. brand extension

C. hemispheric lateralization

The idea behind __________ is that different parts of our brain are better suited for focused versus nonfocused attention. a. right brain/ left brain b. subliminal lateralization c. hemispheric lateralization d. affective interpretation e. interpretation

E. operant conditioning

The more often a response is reinforced, the more likely it will be repeated in the future as consumers learn that the response is associated with a positive outcome is the basic premise of which type of learning? a. classical conditioning b. vicarious learning c. reinforced learning d. iconic learning e. operant conditioning

E. operant conditioning

The more often a response is reinforced, the more likely it will be repeated in the future as consumers learn that the response is associated with a positive outcome is the basic premise of which type of learning? a. classical conditioning b. vicarious learning c. reinforced learning d. iconic learning e. operant conditioning

A. analytical reasoning

The most complex form of cognitive learning is a. analytical reasoning b. iconic rote learning c. modeling d. vicarious learning e. operant learning

B. micro- blogging tool

Twitter is an example of a a. micro-blogging tool b. a brand community c. micro-blogging tool d. buzz agent e. retailing online ordering service f. hyperlink to online car auctions

A. chunking

Using the toll-free number 1-800-FLOWERS to help consumers remember the phone number is an example of a. chunking b. maintenance rehearsal c. minimizing d. zipping e. conditioning

A. chunking

Using the toll-free number 1-800-FLOWERS to help consumers remember the phone number is an example of a. chunking b. maintenance rehearsal c. minimizing d. zipping e. conditioning

D. Motivation and ability

What are the major individual factors affecting attention? a. motivation and needs b. exposure and interpretation c. needs and wants d. motivation and ability e. hemispheric lateralization and interpretation

B. classical and operant

What are the two basic forms of conditioned learning? a. classical and iconic b. classical and operant c. analogy and metaphor d. iconic rote and modeling e. positive and negative

B. classical and operant

What are the two basic forms of conditioned learning? a. classical and iconic b. classical and operant c. analogy and metaphor d. iconic rote and modeling e. positive and negative

A. symmetrically balanced

Which characteristic of a logo has been found to lead to higher levels of logo liking? a. symmetrically balanced b. depicting unusual objects c. asymmetrically balanced d. extremely elaborate e. extremely simple

A. product placement

_________ 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. a. product placement b. brand integration c. product synergy d. ad integration e. product integration

E. elaborative activities

__________ 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. a. maintenance rehearsal b. conceptualization c. chunking d. conditioning e. elaborative activities

E. elaborative activities

__________ 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. a. maintenance rehearsal b. conceptualization c. chunking d. conditioning e. elaborative activities

E. 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. a. classical conditioning b. iconic rote conditioning c. modeled conditioning d. vicarious conditioning e. operant conditioning

D. classical conditioning

__________ attempts to create an association between a stimulus (e.g., brand name) and some response (e.g., behavior or feeling). a. iconic rote conditioning b. modeled conditioning c. analogous conditioning d. classical conditioning e. vicarious condition

D. classical conditioning

__________ attempts to create an association between a stimulus (e.g., brand name) and some response (e.g., behavior or feeling). a. iconic rote conditioning b. modeled conditioning c. analogous conditioning d. classical conditioning e. vicarious conditioning

D. Product involvement

__________ indicates motivation or interest in a specific product category, and it can be temporary or enduring. a. cognition b. interest c. ability d. product involvement e. focused attention

A. closure

__________ involves presenting an incomplete stimulus with the goal of getting consumers to complete it and thus become more engaged and involved. a. closure b. ambush marketing c. inference d. figure-ground e. proximity

B. figure-ground

__________ 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. a. inference b. figure-ground c. fore-ground d. proximity e. closure

A. motivation

__________ is a drive state created by consumer interests and needs. a. motivation b. cognition c. ability d. focused attention e. emotion

D. information processing

__________ is a series of activities by which stimuli are perceived, transformed into information, and stored. a. selective exposure b. perceptual exposure c. interpretation d. information processing e. perception

E. interpretation

__________ is the assignment of meaning to sensations. a. perception b. hemispheric lateralization c. information processing d. attention e. interpretation

C. memory

__________ is the total accumulation of prior learning experiences. a. positioning b. brand image c. memory d. information processing e. brand equity

A. exposure

__________ occurs when a stimulus is placed within a person's relevant environment and comes within range of their sensory receptor nerves. a. exposure b. perceptual offense c. interpretation d. perception e. attention

E. zipping; zapping

__________ occurs when one fast-forwards through a commercial on a prerecorded program, and __________ involves switching channels when a commercial appears. a. muting; avoiding b. zapping; muting c. zapping; zipping d. zipping; muting e. zipping; zapping

B. attention

__________ occurs when the stimulus activates one or more sensory receptor nerves, and the resulting sensations go to the brain for processing. a. perception b. attention c. exposure d. interpretation e. selection