CB Test 3
refers to the capacity of individuals to attend to and process information.
Ability
The likelihood and ease with which information can be recalled from long-term memory is termed
Accessibility
What are the two basic forms of conditioned learning?
Classical and operant
The manner in which innovations spread throughout a market is referred to as the
Diffusion process
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
When Joan sees an ad with a kitten or puppy, she always pays attention because seeing them makes her feel so happy. This emotional or feeling response triggered by the ads is known as
Affective interpretation
In experiments, the power of groups to influence an individual to agree with the incorrect judgment of the others is known as the
Asch phenomenon
Several girls in the ninth-grade class at a small private school maintained an online journal. In this journal, some negative comments about the school were made, and the principal made them discontinue this online journal. The principal was concerned because anybody can read these comments as long as they know the address. Personalized online journals where people and organizations can keep a running dialogue such as the one illustrated here are known as
Blogs
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.
Brand fest
Organizing individual items into groups of related items that can be processed as a single unit is called
Chunking
Which type of learning encompasses all the mental activities of humans as they work to solve problems or cope with situations?
Cognitive learning
Many Jeep owners elect to become members of a Jeep _____ and attend brand fests such as Jeep Jamboree, Jeep 101, and Camp Jeep.
Community
Which factor affecting the spread of innovations refers to the consistency with the individual's and group's values or beliefs?
Compatibility
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 statements is FALSE regarding word-of-mouth (WOM) communications?
Consumers generally trust advertising as much as they do WOM.
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
Consumption subculture
Adoption of which type of innovation requires relatively minor changes in behavior or changes in behaviors that are unimportant to the consumer?
Continuous innovation
Beverly went to the store to purchase instant hot chocolate mix for her family. A sign near the hot chocolate directed her to a specific aisle where she could purchase marshmallows. This is an example of a
Cross promotion
When consumer input is requested by firms online it is called
Crowdsourcing
A television commercial for the 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
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 type of memory is characterized by the conscious recollection of an exposure event?
Explicit memory
Which of the following is FALSE regarding ad avoidance?
Females are more likely to avoid ads than males.
Which of the following statements is TRUE regarding stimulus position and attention with respect to advertising?
For U.S. readers, high-impact zones in print ads and other print documents tend to be more toward the top and left of the ad.
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
Group
The idea behind _____ is that different parts of our brain are better suited for focused versus nonfocused attention
Hemispheric lateralization
Which type of learning situation is one in which the consumer is motivated to process or learn the material?
High-involvement learning
Thomas is studying for a vocabulary exam by merely repeating the words and their definitions over and over. Which type of cognitive learning is this?
Iconic rote learning
Which type of memory involves the nonconscious retrieval of previously encountered stimuli?
Implicit memory
Visual art in an ad (art infusion) has the ability to
Increase brand image
According to Roper Starch (a market research company), the 10 percent of the population that have broad social networks that allow them to influence the attitudes and behaviors of the other 90 percent of the population are called
Influentials
A series of activities by which stimuli are perceived, transformed into information, and stored is called
Information processing
represents the number of cues in the stimulus field
Information quantity
Which type of influence occurs when an individual uses the behaviors and opinions of reference group members as potentially useful bits of information?
Informational
Any change in the content or organization of long-term memory or behavior is known as
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
Rayna provides a significant amount of information to others across a wide array of products, including durables and nondurables, services, and store type. She can provide information on product quality, sales, usual prices, product availability, store personnel characteristics, and other features of relevance to consumers. Rayna is best described as a
Market maven
Some individuals have information about many different kinds of products, places to shop, and other aspects of markets. They can be considered a special type of opinion leader and are known as
Market mavens
the total accumulation of prior learning experiences.
Memory
Twitter is an example of a
Micro-blogging tool
a drive state created by consumer interests and needs.
Motivation
Which of the following statements is FALSE regarding situational factors affecting attention?
Motivation and ability are two major situational factors affecting attention.
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 an
Online community
Which type of community interacts over time around a topic of interest on the Internet?
Online community
John doesn't know very much about electronic equipment, but he wanted to get his girlfriend a tablet for her birthday. His roommate, Hank, knows all about these types of products and made a recommendation to John. For this product category, Hank is known as a(n
Opinion leader
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 relating these perceptions to product attributes?
Perceptual mapping
Which group of consumers is better able to chunk product information?
Product experts
indicates motivation or interest in a specific product category, and it can be temporary or enduring.
Product involvement
The decision by a marketer to try to achieve a defined brand image relative to competition within a market segment is called
Product positioning
Ron owns a small retail establishment and is seeking your advice regarding getting shoppers' attention in the store. What should you recommend to Ron to help him get shoppers' attention?
Ron should use warm colors, such as reds and yellows, because they are more arousing than cool colors.
Which of the following statements is FALSE regarding short-term memory (STM)?
STM is a static structure
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
Script
Memory of how an action should occur is a special type of schema known as a
Script
Which factor affecting attention includes stimuli in the environment other than the focal stimulus (i.e., the ad or package) and temporary characteristics of the individual that are induced by the environment, such as time pressures or a crowded store?
Situational factors
Cameron was searching the Internet for information on digital cameras. He went to a search engine (i.e., Google) and searched the key words "digital camera." Unbeknownst to him, several banner ads for brands and retailers of digital cameras appeared on the results page that were activated based on the terms he used in his search. These banner ads are known as
Smart banners
Howard is 30 years old, does not create his own content, but consumes other people's content by reading blogs and watching videos. Which category of social media participant is Howard?
Spectators
Vicki likes to visit a social network site called Fanfiction.com and read the stories that others post on this site. She doesn't really visit very often, and she has never posted a story on this site. Vicki is which type of social media participant?
Spectators
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
Whether or not a new idea, practice, or product is an innovation is determined by
The perception of the potential market
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
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
Barry decided he needs a new car, so he started looking at commercials on television and ads in magazines as well as visiting several websites. What type of exposure does this represent?
Voluntary
Social media is part of an online revolution online, sometimes referred to as
Web 2.0
Which type of communication involves individuals sharing information with other individuals in a verbal form, including face-to-face, phone, and the Internet?
Word-of-mouth
occurs when one fast-forwards through a commercial on a prerecorded program, and _____ involves switching channels when a commercial appears.
Zipping; zapping
Zipping, zapping, and muting are simply mechanical ways for consumers to selectively avoid exposure to advertising messages, often referred to as
ad avoidance
s the emotional or feeling response triggered by a stimulus such as an ad.
affective interpretation
When a communication leads consumers to believe something about the product that is not true even though it doesn't present a direct false claim, this is known as
claim-belief discrepancy
Low-involvement learning often involves
classical conditioning iconic rote learning modeling
Which of the following is NOT considered a stimulus factor affecting attention?
clutter
represents the density of stimuli in the environment.
clutter
Which of the following characterizes opinion leaders?
enduring involvement in the product or activity
Nonconventional marketing activities that use a limited budget and can increase buzz are known as
guerilla marketing
Which of the following enhances the strength of learning?
importance message involvement mood repetition
is a series of activities by which stimuli are perceived, transformed into information, and stored.
information processing
Perception is a process that begins with consumer exposure and attention to marketing stimuli and ends with consumer
interpretation
Which criterion is used to classify groups?
membership strength of social tie type of contact attraction
James is interested in just about any type of electronic equipment, such as digital video recorders, computers, and digital cameras. He subscribes to several magazines devoted to these types of products, and he visits several different websites to learn more about these products. Which individual factor affecting attention is influencing James to attend to information about these products?
motivation
The fact that all aspects of the perception process are extremely selective is referred to as
perceptual defenses
Which of the following is NOT a guiding principle for marketing to online communities and social networks?
post marketing content so it does not stand out and appears as just another participant in the community, such as a flog
involves incorporating brands into movies, television programs, and other entertainment venues in exchange for payment or promotional or other consideration, with the goal being to add realism to the scene, give subtle exposure to the brand, and influence consumers in an unobtrusive manner.
product placement
refers to the fact that stimuli positioned close together are perceived as belonging to the same category.
proximity
When a teenager says, "It's cool," his friends understand that he's not talking about the temperature. In this case, the meaning of the word, "cool," is based on its _____ meaning.
psychological
How can accessibility of information stored in long-term memory be enhanced?
repetition rehearsal elaboration
_ involve(s) the use of an unexpected twist or artful deviation in how a message is communicated either visually in the ad's picture or verbally in the ad's text or headline.
rhetorical figures
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
Attention is determined by which factor?
the stimulus the individual the situation
Which of the following is a factor affecting the spread of innovations?
type of group type of decision compatibility observability
In which of the following consumption situations will a reference group's influence be strongest?
when the use of the product or brand is visible to the group
