Consumer Behavior Ch. 4 & 5

In the context of attitudes, which of the following describes how attitudes influence consumers' behavior? a. Affective involvement b. Cognitive function c. Emotional contagion d. Connative function e. Affective function

Connative function

_____ describes the different levels of abstractness in the associations that a consumer has about concepts and how the consumer's psychological distance from these concepts influences his or her behavior. a. Construal level theory b. Fixed point theory c. Adaptation level theory d. Abstract theory e. Bohr's theory

Construal level theory

Which of the following statements is true of direct comparative messages? a. Direct comparative messages are effective in generating attention and brand awareness. b. Direct comparative messages are used when an offering has a feature that is similar to that of a competitor's. c. Direct comparative messages are messages in which an offering is compared with those of unnamed competitors. d. Direct comparative messages have high credibility compared with other forms of messages. e. Direct comparative messages are the most common type of comparative messages.

Direct comparative messages are effective in generating attention and brand awareness.

_____ refers to the extent to which consumers are emotionally connected to a product or ad. a. Persistence b. Relevance c. Credibility d. Engagement e. Accessibility

Engagement

Joshua likes ice cream and routinely eats it for dessert after dinner. The schema for ice cream includes associations that reflect its consumption occasions. In the context of the associations in schemas, which of the following dimensions is depicted in this scenario? a. Uniqueness b. Favorability c. Perception d. Recognition e. Salience

Favorability

_____ refers to how much consumers like or dislike something. a. Attitude accessibility b. Attitude confidence c. Persistence d. Favorability e. Resistance

Favorability

Which of the following is an ego-focused response? a. Doubt b. Association c. Happiness d. Recognition e. Evaluation

Happiness

In the context of memory and retrieval, which of the following statements is true of interference? a. It is reduced by repeatedly retrieving a particular information from memory. b. It occurs when the strength of a memory deteriorates over time because of the presence of other memories that compete with it. c. It is negatively affected by competitive advertising when an established brand promotes a new attribute. d. It affects bilingual customers since second-language messages are retrieved better than first-language messages. e. It occurs when a person retrieves memories through the use of decoding techniques.

It occurs when the strength of a memory deteriorates over time because of the presence of other memories that compete with it.

_____ describes how we organize knowledge in memory. a. Knowledge content b. Knowledge structure c. Knowledge taxonomy d. Knowledge base e. Knowledge labeling

Knowledge structure

_____ is the tendency to show greater memory for information that comes first in a sequence. a. Ascendency b. Recency c. Primacy d. Dormancy e. Occupancy

Primacy

Which of the following is a factor that affects whether a consumer regards something as a category prototype? a. Brand images b. Type of schemas c. Graded structures d. Schematic extensions e. Shared associations

Shared associations

Which of the following statements is true of source credibility? a. Credible sources convince even those consumers who hold their existing attitude with confidence. b. Consumers are more likely to believe that a source is credible when the source endorses multiple products. c. Consumers tend to believe official sources are more credible than ordinary people. d. The sleeper effect does not occur when a message is delivered by a low-credibility source. e. Sources are credible when they are trustworthy, have expertise, and have high status.

Sources are credible when they are trustworthy, have expertise, and have high status.

_____ deals with how consumers cope with the threat of death by defending their world view of values and beliefs. a. Weber's law b. The sleeper effect c. Terror management theory d. The utilitarian dimension e. The theory of reasoned action

Terror management theory

Which of the following is a concern associated with brand extensions? a. The brand associations that are transferred to the new product will be too strong. b. Motivation to process the brand image will be too high. c. The creation of a new brand name is impossible. d. The brand schema becomes less coherent and brand's image is diluted. e. Many associations are linked with the original brand name.

The brand schema becomes less coherent and brand's image is diluted.

Which of the following statements is true when consumers see one brand alongside a second brand that has a completely different personality? a. The first brand will simulate more negative reaction than the second brand. b. The second brand will simulate more positive reaction than the first brand. c. The first brand will seem more distinctive than the second brand. d. The first brand's personality will seem to overlap with that of the second brand. e. The second brand will seem more distinctive than the first brand.

The first brand will seem more distinctive than the second brand.

_____ refers to an ad providing information to consumers. a. Emotional contagion b. The sleeper effect c. The hedonic dimension d. The functional dimension e. Emotional appeal

The functional dimension

Which of the following best defines affective responses? a. They are thoughts that express disagreement with a message. b. They are feelings and images in response to a message. c. They are recognitions and evaluations in response to a message. d. They are thoughts that discount or attack the message source. e. They are responses generated through central-route processing.

They are feelings and images in response to a message.

Which of the following statements is true of affective responses? a. Consumers use analytical process of attitude formation to generate affective responses. b. They are generally more influential than cognitive responses in shaping consumers' attitudes toward products. c. They take the form of recognitions and evaluations. d. They can be classified as counterarguments, support arguments, and source derogations. e. Consumers focused on their responsibilities and obligations tend to rely more on affective responses.

They are generally more influential than cognitive responses in shaping consumers' attitudes toward products.

Who among the following is a low-credibility source? a. John, an airline employee, who advertises the airline he works for b. Daniel, a basketball player, who endorses an energy drink c. William, an actor, who endorses multiple products d. Jefferson, the CEO of a company, who has several years of experience in business management e. Marcus, a police officer, who advertises a home protection method

William, an actor, who endorses multiple products

Applying the concept of correlated associations, when two brands with similar brand concepts become cosponsors of an event, _____. a. hybrid product categories can be merged b. an assimilated association can be formulated c. a positive image transfer can occur d. internal inferences can be reduced e. salient attributes can be added to a brand image

a positive image transfer can occur

Melissa watches an advertisement for Flyhigh Airlines on television. The advertisement brings back memories of family trips during her childhood, and it elicits an emotional response from her. In this scenario, Melissa's reaction to the advertisement can be categorized as a(n) _____. a. affective response b. two-sided response c. ambivalent response d. counterargument e. ideal state

affective response

Sapone Inc. is a leading clothing manufacturer. Linda likes the patterns and the fit of its clothes, but she is not satisfied with their quality and price. She routinely tries clothes from different clothing brands when she hears positive reviews about them. In this case, Linda's attitude toward Sapone Inc. can be characterized as having _____. a. confidence b. persistence c. resistance d. ambivalence e. endurance

ambivalence

Some researchers have used the term central-route processing to describe the: a. attitude formation and change process when consumer processing effort is high. b. superficial analysis and processing of a message. c. attitude formation and change that involves low elaboration. d. attitude change when consumers' motivation, ability, and opportunity is low. e. approach that suggests that attitudes are based on emotions.

attitude formation and change process when consumer processing effort is high.

Joos Up, a leading soft drink company, recently launched several energizing drinks for young people. If a consumer's _____ of Joos Up is favorable, it may include such associations as "tastes great" and "boosts me up." a. brand priming b. scripted network c. knowledge content d. brand image e. knowledge structure

brand image

Lavish Homes is a furnishing and home décor store that is suited to people of all classes and tastes. Consumers tend to describe the brand as a down-home, honest, thrifty, helpful, and working-class friendly. In this scenario, the consumers' descriptions reflect the _____. a. associative schema b. network associativity c. brand's image d. schematic orientation e. brand's personality

brand's personality

Robert has developed a favorable attitude toward a brand of stationery known as Impress because the brand is eco-friendly and promotes sustainability. He has since learned, through his own research, that Impress also engages in fair trade practices. Robert's attitude formation is an example of _____. a. attitude formation based on emotions b. central-route processing c. the endowment effect d. the sleeper effect e. normative influence

central-route processing

Consumers collaborating with companies to shape brand personality and develop new products is referred to as _____. a. serial-positioning b. cocreation c. personification d. scripting e. prototyping

cocreation

Michael is watching his favorite show on television when an ad catches his attention. He perceives that it is a life insurance commercial. In this scenario, Michael must _____ what he saw to retain information. a. be aware of b. have a high level of attention for c. comprehend d. visualize e. mentally and emotionally agree to

comprehend

In a progression from the superordinate to the basic to the subordinate levels, _____. a. consumers use more associations to describe objects b. consumers use fewer attributes to describe objects c. the associations become simpler d. the cognitive structure becomes simpler e. the associations become weaker

consumers use more associations to describe objects

In the context of brand extensions, stretchability of a brand depends on: a. consumers' rejection of the fit between the parent brand and other products on which it appears. b. preventing the transfer of meaning from the new branded product to the original brand schema. c. the usage differences between parent brand and associated products. d. finding consumers with the same degree of liking for a parent brand. e. consumers' ability to process relationships between the parent brand and associated products.

consumers' ability to process relationships between the parent brand and associated products.

A two-sided message is one that: a. contains both positive and negative information. b. contains information from two different sources. c. has both hedonic and utilitarian aspects. d. uses two types of comparative advertising. e. opens up communication between two sources.

contains both positive and negative information.

Identito Foods, a leading snack food brand, believes in delivering food products that are tasty and healthy. However, the marketing professionals at Identito Foods notice that it is difficult to convince consumers that their products taste good and are healthy at the same time. This scenario demonstrates an instance where consumers look at healthy food and lack of taste as _____. a. negative associations b. salient features c. correlated attributes d. line extensions e. inflexible effects

correlated attributes

Brad often watches advertisements for acne removal creams. When he listens to claims that the product makes the users' skin clearer in a few hours, he wonders, "No one's skin can become clear within hours. The product will not work." Brad's thoughts are examples of _____. a. support arguments b. reasoning by analogy c. counterarguments d. one-sided messages e. credibility

counterarguments

Freulia Corp. is a manufacturer of personal care products. In one of its TV advertisements, the shampoo manufactured by Freulia Corp. is placed near the shampoo manufactured by Magnira Corp., another manufacturer of personal care products. The advertisement compares the features of Freulia Corp.'s shampoo with Magnira Corp.'s. This is an example of _____. a. word-of-mouth advertising b. a counterargument c. the sleeper effect d. product placement e. direct comparative advertising

direct comparative advertising

A TV commercial for a local blood bank features a young boy in urgent need of a blood transfusion. The commercial makes viewers feel guilty about not donating blood. This ad is using _____. a. an analogy b. fear appeal c. product placement d. the sleeper effect e. comparative advertising

fear appeal

Anne is organizing a house party. She considers ordering expensive wine, caviar, and desserts that will be served to guests under one category. Although each of these items possess different attributes, Anne places them in the _____. a. dynamically priced category b. goal-derived category c. self-made category d. hierarchical structure e. prototypical structure

goal-derived category

In a grocery store, the beverages section of the floor contains sub-sections for juices, tea, coffee, and soft drinks. This denotes the usage of _____ within the retail environment. a. feature displays b. schemas c. correlated attributes d. prototypes e. hierarchical structures

hierarchical structures

Attitude confidence refers to: a. how much we know about a product. b. how strongly we hold an attitude. c. how easily and readily an attitude can be retrieved from memory. d. how our evaluations regarding a brand are mixed. e. how much we like or dislike something.

how strongly we hold an attitude.

Ruelis Corp. is working on a new set of TV commercials. In one of its commercials, the company's product is displayed alongside a product from an unnamed company. The commercial compares one of its products with the other company's product. In this scenario, the commercial is using _____. a. word-of-mouth advertising b. source derogation c. emotional contagion d. fear appeal e. indirect comparative advertising

indirect comparative advertising

In the context of retail merchandising, when products are organized according to benefit, consumers will perceive individual products in each category to be _____. a. most unique b. less desirable c. most exclusive d. less distinctive e. less ordinary

less distinctive

An indirect comparative message is: a. one in which the offering is compared with those of unnamed competitors. b. a message delivered by a low-credibility source. c. a thought that discounts or attacks the message source. d. a message that is forgotten more quickly than the source. e. one in which a company's new product is compared to its original product.

one in which the offering is compared with those of unnamed competitors.

Andoitine, a leading pharmaceutical company, makes Tonedeep, a medicine widely used for viral infections in children. However, doctors recently discovered that children who took this medicine could develop a serious blood disorder. This has led to Andoitine's recalling their product for further testing. This is an example of Andoitine: a. reducing clutter for brand image. b. reducing elaboration for a brand. c. protecting its brand image. d. creating a new brand name. e. increasing processing efficiency.

protecting its brand image.

The frequency with which an object is encountered as a category member makes it a(n) _____. a. prototype b. taxonomic representative c. category schema d. premium brand e. artifact

prototype

A _____ is some stimulus that facilitates the activation of memory. a. log signal b. retrieval cue c. prototype d. recirculated schema e. script

retrieval cue

A(n) _____ is a special type of schema that represents knowledge of the sequence of actions involved in performing an activity. a. endnote b. stimuli c. script d. extension e. prototype

script

Rad visits a posh restaurant while on vacation. He is aware that he will need to be well behaved while he enjoys his dinner. He knows that he will need to wait to be seated, speak in a quiet voice, and leave a tip. These are all parts of Rad's _____ for fine dining. a. prototypicality b. imaging c. salient behavior d. script e. graded structure

script

In the context of brand images and personalities being threatened during a brand crisis, strong prior brand images can act as a _____. a. disaster revival b. risk-enhancer c. consumer expander d. shock-absorber e. safety mechanism

shock-absorber

Jenny remembers that her friend told her about a new apparel store in town. She plans to visit the store during the weekend to purchase a dress for an office party. She is excited and looks forward to making the purchase, yet she forgets that it was her neighbor who had told her about the store and not her friend. This scenario depicts an example of a form of _____. a. source confusion b. disassociated network c. object salience d. structural grading e. prototypicality

source confusion

Mousetrap Corp.'s new advertisements feature Harris, a celebrity. Harris endorses the firm's products and claims that the products work wonders. Some consumers who were dissatisfied with the firm's products view the ad and think that he had been paid to present a positive picture of Mousetrap Corp. In this scenario, the consumers' responses are examples of _____. a. the endowment effect b. source attractiveness c. source derogations d. the sleeper effect e. one-sided messages

source derogations

In the context of taxonomic categories being structured hierarchically, the finest level of differentiation exists at the _____. a. open level b. basic level c. exemplary level d. superordinate level e. subordinate level

subordinate level

The difference between sugar cookies and cinnamon crackers is a fine one. This can be considered a(n) _____ of categorization. a. basic level b. initial level c. subordinate level d. summarized level e. superordinate level

subordinate level

Savor Rich coffee and Jolnes bottled water are both members of the beverage category. Although they have a few common associations, they also have many that are different. In this scenario, beverages are an example of a(n) _____ of categorization. a. parent level b. basic level c. exemplary level d. superordinate level e. subordinate level

superordinate level

Under peripheral-route processing, consumers' attitudes are based on: a. the true merits of the message. b. their high elaboration. c. the central issues contained within the message. d. the superficial cues within the message. e. their emotional experiences associated with the offering.

the superficial cues within the message.