Chapter 7-12 Questions. MKT 3350

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.

Two or more individuals who share a set of norms, values, or beliefs and have certain implicitly or explicitly defined relationships to one another such that their behaviors are interdependent is known as a(n) _____.

Group

Valerie and her family are members of the Baptist church. They have accepted the Baptist church's values as their own and behave in a manner consistent with the church's values because their values and the church's values are the same. Which type of influence does the church possess with respect to Valerie and her family?

Identification

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 _____

Manifest

The energizing force that activates behavior and provides purpose and direction to that behavior is known as _____.

Motivation

John doesn't know very much about electronic equipment, but he wanted to get his girlfriend a noise cancelling headphones 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

Your friend tells you all the positive things about Android in an attempt to get you to switch your attitude about Android phones. This is an example of:

Persuasion

Consumers driven by which primary motivation strive for a clear social position, are strongly influenced by the actions, approval, and opinions of others, and tend to purchase status symbols?

achievement motivation

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 elaboration likelihood model posits two routes to persuasion, which are the _____

central route and peripheral route

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

Regulatory focus theory suggests that ____

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

Which of the following stages of the information-processing model constitute perception?

exposure, attention, and interpretation

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

hemispheric lateralization

Any change in the content or organization of long-term memory or behavior is known as

learning

Bose has built a reputation for innovative and high-performing audio products. Many consumers consider Bose products as part of their lifestyle. As a marketer for Bose, Michael uses ________ to measure consumers' lifestyle.

psychographics

The totality of the individual's thoughts and feelings having reference to himself or herself as an object is known as _

self-concept

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