test 2 part 2
The capacity of STM is thought to be in the range of _____ bits of information.
5 to 9
Maslow's hierarchy of needs is based on which premise?
A) All humans acquire a similar set of motives through genetic endowment and social interaction. B) Some motives are more basic or critical than others. C) The more basic motives must be satisfied to a minimum level before other motives are activated. D) As the basic motives become satisfied, more advanced motives come into play. E) all of the above answer
Which of the following is true regarding consumers who are highly involved in a specific product category?
A) They are more likely to pay attention to relevant marketing messages. B) They are more likely to engage in analytical reasoning to process and learn new information. C) They are more likely to seek out information from numerous sources prior to a decision. D) They are more likely to act as opinion leaders. E) all of the above answer
Which of the following is a hedonic shopping motive related to McGuire's typology?
A) adventure shopping B) social shopping C) gratification shopping D) idea shopping E) all of the above answer
Low-involvement learning often involves _____.
A) classical conditioning B) iconic rote learning C) modeling D) all of the above answer
Which of the following provides learning experiences that affect the type of lifestyle people seek and the products they consume?
A) culture B) family C) friends D) mass media E) all of the above answer
Which of the following enhances the strength of learning?
A) importance B) message involvement C) mood D) repetition E) all of the above answer
How can accessibility of information stored in long-term memory be enhanced?
A) repetition B) rehearsal C) elaboration D) a and b E) a, b, and c answer
Which of the following is considered a dimension of brand personality?
A) ruggedness B) excitement C) sincerity D) competence E) all of the above answer
Which of the following is a motivation research technique?
A) story completion B) picture response C) analysis and use D) word association E) all of the above answer
Accessibility is related to which of the following?
A) strength of incoming linkages B) number of incoming linkages C) strength of links to nodes D) directness of links to nodes E) all of the above answer
_____ motives deal with the need to reach satisfying feeling states and to obtain personal goals.
Affective
_____ refers to the schematic memory of a brand.
Brand image
_____ attempts to create an association between a stimulus (e.g., brand name) and some response (e.g., behavior or feeling).
Classical conditioning
_____ 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 NOT used to classify McGuire's psychological motives?
Is the outcome of the behavior temporary or permanent?
_____ is the total accumulation of prior learning experiences.
Memory
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
____ motives emphasize the individual as striving to maintain equilibrium.
Preservation-oriented
Which of the following statements is FALSE regarding short-term memory (STM)?
STM is a static structure.
_____ refers to the process of learning to respond differently to similar but distinct stimuli.
Stimulus discrimination
_____ occurs when a response to one stimulus is elicited by a similar but distinct stimulus.
Stimulus generalization
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
A local car dealership advertises quite frequently on local broadcast and cable television, and it seems as though the man in the ad is always yelling for consumers to "Come on down, you'll be glad you did!" This car dealership uses the same type of ad over and over even though the specific information changes, and consumers tend to shut out the message, evaluate it negatively, or disregard it. John is so sick of these ads that he instantly changes the channel when one comes on. This is an example of _____.
advertising wearout
Which term is used to refer to the liking/disliking aspect of a specific feeling?
affect
An advertising theme such as "Serve Pepsi to your friends, they'll love you for it" is most likely based on _____ motivation.
affiliation
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
Consumers who actively complain when a product is not satisfactory are probably fulfilling _____ need.
an assertion
Raymond is conducting motivation research. He gives consumers a list of words, and they are asked to respond to the list with the first word that comes to mind. This is an example of _____.
an association technique
Which type of reasoning allows consumers to use an existing knowledge base to understand a new situation or object?
analogical reasoning
Nicholas is examining consumers' responses for themes and key concepts, which is referred to as content analysis. Which type of motivation research technique is Nicholas using?
analysis and use
High-involvement learning often involves _____.
analytical reasoning
The most complex form of cognitive learning is _____.
analytical reasoning
In which type of motivational conflict must a consumer choose between two attractive alternatives?
approach-approach
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
How did Johnson & Johnson hope to reposition St. Joseph's Aspirin?
as the best source for a low-dosage aspirin regime to reduce the risk of heart attacks and strokes in adults
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
Which need in Maslow's hierarchy reflects a desire for love, friendship, affiliation, and group acceptance?
belongingness
The value consumers assign to a brand above and beyond the functional characteristics of the product is known as _____.
brand equity
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
Organizing individual items into groups of related items that can be processed as a single unit is called _____.
chunking
Robert was studying for an exam and organized lists of things into words that he could remember. For example, he needed to know five creative advertising strategies, and used the first letter of each strategy to form the acronym, AIIEE. He knew what word each letter stood for and then only had to remember this acronym for the exam. What is Robert doing?
chunking
Using the toll-free number 1-800-FLOWERS to help consumers remember the phone number is an example of _____.
chunking
What are the two basic forms of conditioned learning?
classical and operant
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
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
Which type of learning encompasses all the mental activities of humans as they work to solve problems or cope with situations?
cognitive learning
Which of the following are abstractions of reality that capture the meaning of an item in terms of other concepts?
concepts
Which of the following involves presenting two stimuli in close proximity so that eventually the two are perceived to be related or associated?
conditioning
One motivation research technique known as the cartoon technique has consumers fill in the words or thoughts of one of the characters in a cartoon drawing. Which type of technique is this?
construction technique
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 trait reflects an individual difference in consumers' propensity to be biased against the purchase of foreign products?
consumer ethnocentrism
The willingness to buy a particular product or service is known as _____.
demand
Which emotion would be classified under the "arousal" dimension of emotion?
distraction
After experiencing a major earthquake in California, Tina often felt powerless and helpless. This caused her to be fearful and anxious, which sometimes made her panicked. Which dimension of emotions is Tina experiencing?
dominance
Consumers who purchase only popular brands because of insecurity, are most likely influenced by the _____ motive.
ego-defense
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
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 her placed her hand in Bud's. Which type of memory does this represent?
episodic memory
The memory of a sequence of events in which a person participated is called _____.
episodic memory
One factor motivating U.K. travelers is status. Which of Maslow's needs is this most related to?
esteem
Which of Maslow's needs reflects individuals' desires for status, superiority, self-respect, and prestige?
esteem
Brands in the schematic memory that come to mind (are recalled) for a specific problem or situation are known as the _____.
evoked set
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 MP3 music player and the new video 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
Which type of memory is characterized by the conscious recollection of an exposure event?
explicit memory
A consumer who purchases a certain style of clothes to establish and reinforce a unique identity is most likely fulfilling a need for _____.
expression
In conditioned learning, forgetting is often referred to as _____.
extinction
Dolly prefers to be in a large group rather than alone. She is talkative when with others and is very bold. Which personality trait best describes Dolly?
extroversion
Which of the following is NOT considered an emotional dimension?
feeling
When asked why she likes to shop, Melanie replied that it relaxes her, and she looks at is as a personal reward. This is an example of which hedonic shopping motive?
gratification shopping
Which motives emphasize development?
growth
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
Which type of learning situation is one in which the consumer is motivated to process or learn the material?
high-involvement learning
Learning a concept or the association between two or more concepts in the absence of conditioning is known as _____.
iconic rote learning
Thomas is studying for 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
Which type of memory involves the nonconscious retrieval of previously encountered stimuli?
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 Web sites, 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
An advertisement theme of "do your own thing" is most likely to be based on a need for _____.
independence
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
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
Which of the following is a motivational state caused by consumer perceptions that a product, brand, or advertisement is relevant or interesting?
involvement
One type of motivation research involves showing consumers a product or brand and asking them to name all the benefits that possession or use of that product might provide. Then for each benefit mentioned, the respondent is asked to identify further benefits that the named benefit provides, and this is repeated for each round of benefits until the consumer can no longer identify additional benefits. This technique is known as _____.
laddering
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
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.
latent
Any change in the content or organization of long-term memory or behavior is known as _____.
learning
Which of the following is NOT an advertising tactic used to communicate brand personality?
length of the ad
Which of the following is the primary determinant of how material is learned?
level of involvement
Which portion of total memory is devoted to permanent information storage?
long-term memory
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
In which type of learning situation does the consumer have little or no motivation to process or learn the material?
low-involvement learning
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
Motives that are known and freely admitted are called _____.
manifest motives
A consumer who buys a product because a close friend bought one may be fulfilling a _____ motivation.
modeling
The energizing force that activates behavior and provides purpose and direction to that behavior is known as _____.
motivation
Kelly is hungry, and this inner force is making him search for the type of food he wants to eat. He decides that an Arby's roast beef sandwich will satisfy his hunger. This inner force that is compelling him to search for food is known as a(n) _____.
motive
Which construct represents an unobservable inner force that stimulates and compels a behavioral response and provides specific direction to that response?
motive
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
Which need is activated when one's identity is threatened, motivating the person to protect his or her self-concept and utilize defensive behaviors and attitudes?
need for ego defense
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 playing various roles and gaining pleasure from adding new, satisfying roles and by increasing the significance of roles already adopted?
need for identification
Which motives reflect needs for observable cues or symbols that enable people to infer what they feel and know?
need for objectification
Which of the following is a type of cognitive preservation motive?
need for objectification
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
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
Which of the following is NOT a type of cognitive learning?
operant
High-involvement learning often involves _____.
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?
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
A consumer's need for reinforcement is _____.
passive and external
Which of the following offers marketing managers a useful technique for measuring and developing a product's position by taking consumers' perceptions of how similar various brands or products are to each other and relates these perceptions to product attributes?
perceptual mapping
Which of the following reflects the relatively stable behavioral tendencies that individuals display across a variety of situations?
personality
In Maslow's hierarchy of needs, food, water, sleep, and to an extent, sex, are considered _____ motives.
physiological
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
Which group of consumers are better able to chunk product information?
product experts
The decision by a marketer to try to achieve a defined brand image relative to competition within a market segment is called _____.
product positioning
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
Which of the following is(are) designed to provide information on latent motives?
projective techniques
Which of the following is a strategy to reduce competitive interference?
provide external retrieval cues
Anything that increases the likelihood that a given response will be repeated in the future is considered _____.
reinforcement
Which of the following is NOT a core trait in the Five-Factor Model of personality?
reliability
Smoke detectors, preventive medicines, insurance, retirement investments, seat belts, burglar alarms, and sunscreen are all examples of products to satisfy consumers' _____ needs.
safety
Which type of memory structure is a complex web of associations?
schema
What are two important long-term memory structures?
schema and scripts
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
Memory of how an action should occur is a special type of schema known as a(n) _____.
script
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
One factor motivating U.K. travelers is learning. Which of Maslow's needs is this most related to?
self-actualization
Which of Maslow's needs involves the desire for self-fulfillment, to become all that one is capable of becoming?
self-actualization
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
The basic knowledge and feelings an individuals has about a concept is known as _____.
semantic memory
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
Barbara is an individual that usually feels restful, serene, comfortable, and soothed. Which emotion is Barbara experiencing?
serenity
Procter & Gamble, the maker of Crest brand toothpaste, has modified this brand to include whiteners. To encourage consumers to adopt this brand, P&G gave away free samples along with a high value coupon on the purchase of a tube. The hope was that consumers would try the brand, purchase it at a discount, and finally buy it at full price. This is an example of _____.
shaping
The process of encouraging partial responses leading to the final desired response is known as _____.
shaping
Which of the following are the two interrelated components of memory?
short-term and long-term memory
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
Whole Foods Supermarkets have been described as down-to-earth, honest, wholesome, and cheerful. Which dimension of brand personality does this represent?
sincerity
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
Which of the following is NOT a construction technique of motivate research?
story completion
Karen went to a movie and was disappointed because the main character died. She prefers happy endings to movies, and this one really put her in a bad mood for the rest of the day. This movie was in contrast with which need of Karen's?
teleological need
Angie was participating in a market research study. The researcher gave her a shopping list and asked Angie to describe the type of person who would go shopping with this list. This is an example of which motivation research technique?
third-person technique
The tendency of many consumers to discount claims made by sales people and ads is related to the need _____.
to attribute causation
A consumer's tendency to initially react to a new product as though it were the same as similar existing products is most likely to be based on a need _____.
to categorize
The accessibility effect for brands is called _____.
top-of-mind awarenes
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
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
Theories based on which need view the consumer as a problem solver who approaches situations as opportunities to acquire useful information or new skills?
utilitarian need
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?
vicarious learning
