Consumer Behavior Chapters 8-12

Of the five cooking lifestyle groups identified by Mintel in the chapter opener, the number of Cooking Enthusiasts represent __________ percent? 46 12 6 19

46

Lifestyle is a. a function of inherent individual characteristics that have been shaped and formed by life experiences. b. a basic motivator for many purchases. c. constantly evolving throughout the life cycle. d. affected by the results of consumption decisions. e. All of these choices are correct

All of these choices are correct

Affective interpretation is a process whereby stimuli are placed into existing categories of mean a. true b. false

B. False. Affective interpretation is the emotional response triggered by a stimulus such as an ad.

Advertorials are program-length commercials with an 800 number and/or web address through which to order or request addition information a. true b. false

B. False. These are infomercials

Attention generally increases across repeated exposures, and repetition often increases recall. a. True b. False

B. false. Attention generally decreases across repeated exposures, and repetition often increases recall.

A method marketers use in response to ad avoidance is known as? a. product synergy b. product placement c. product integration d. ad integration e. brand placement

B. product placement

In most individuals, the left brain appears to control a. verbal material b. emotions c. rational thought & verbal material d. rational thought e. emotions and rational thought

C. rational thought and verbal material

A series of activities by which stimuli are perceived, transformed into information, and stored is known as? a. The adoption process b. classical conditioning c. operant conditioning d. information processing e. none of the above

D. information processing

Co-branding is when an existing brand extends to a new category with the same name

False. This is brand extensionCo-branding is an alliance in which two brands are put together on a single product

A study conducted by Unilever found that only __________ percent of women saw themselves as beautiful. 1 5 10 4 None of these choices are correct.

None of these are correct

Product involvement indicates motivation or an interest in a specific product category, and it can be temporary or enduring

True

An inner force that stimulates and compels a behavioral response and provides direction to that response is

a motive

Expectations is an individual characteristic that influences interpretation. a. True b. False

a. True Expectations can lead to interpretation that is inconsistent with objective reality

A positive mood during the presentation of information such as brand names enhances learning. a. True b. False

a. true

Chunking occurs when a person organizes individual items into groups of related items that can be processed as a single unit. a. true b. false

a. true

Imagery processing involves the recall and mental manipulation of sensory images, including sight, smell, taste, and tactile (touch) sensations. a. true b. false

a. true

Memory is the total accumulation of prior learning experiences. a. True b. False

a. true

One way for a marketer to avoid memory interference is to avoid competing advertising a. true b. false

a. true

Clutter refers to the density of stimuli in the environment. a. True b. False

a. true. cluttering the environment with too many point-of-purchase displays decreases the attention consumers pay to a given display

Emotional ads may enhance persuasion by increasing _____ attention recall product liking through classical conditioning product liking through high-involvement processes all of these

all of these

An enduring organization of motivational, emotional, perceptual, and cognitive processes with respect to some aspect of an individual's environment is

an attitude

The tendency of many consumers to discount claims made by advertising messages can be explained in part by

attribution theory

When the receptor nerves are activated and pass the sensations on to the brain for processing, _____ has occurred. a. cognition b. attention c. interpretation d. exposure e. none of these

b. Attention.

Learning is a. the ability to relate to stimulus objects. b. any change in the content or organization of long-term memory and/or behavior. c. the ability to recall a stimulus object. d. the link between stimuli and information processing. e. none of these

b. any change in the content or organization of long-term memory and/or behavior

Perception involves the information-processing stages of? a. converting feelings into thoughts b. exposure, attention, and interpretation c. relating external and internal influences d. converting stimuli into effect e. none of the above

b. exposure, attention, and interpretation

A script is a memory structure involving a complex web of association a. true b. false

b. false A script is a memory of how an action sequence should occur

Interpretation occurs when a stimulus is placed within a person's relevant environment and comes within range of their receptor nerves a. true b. false

b. false Exposure occurs this way

In cognitive learning, forgetting is often referred to as extinction a. true b. false

b. false in cognitive learning, forgetting is often referred to as retrieval failure

Transient memory, also known as working memory, is the portion of the total memory that is currently in use. a. true b. false

b. false short-term memory, also known as working memory, is the portion of the total memory that is currently in use.

Which type of memory is acute memory for the circumstances surrounding a surprising and novel event? a. conditional memory b. flashbulb memory c. episodic memory d. primary memory e. acute memory

b. flashbulb memory

Classical conditioning involves a. using reinforcement to alter the probability that a given behavior will be repeated. b. basing one's behavior on the observed outcomes of similar behaviors by others. c. using an established relationship between a stimulus and response to generate the same response to a different stimulus. d. using reasoning to develop new knowledge. e. none of these.

c. Using an established relationship between a stimulus and response to generate the same response to a different stimulus

______ holds that, over time, consumers adjust to and quit noticing repeated stimuli a. subliminal simulation b. hemispheric lateralization c. adaption level theory d. information overload e. none of these

c. adaption level theory

Playing popular music in the background of an ad with the expectation that the advertised product will then elicit the same positive feelings is based on a. modeling b. ironic rote learning c. classical conditioning d. operant conditioning e. none of these

c. classical conditioning

When scandals hurt the scandalized brand but also damage competitors in the industry, the term for this effect is a. sabotage b. contamination c. spillover d. discrimination e. contrast

c. spillover

A popular way of measuring the importance of attitudes is with a 100-point

constant-sum scale

The process of using reinforcement to alter the probability that a given behavior will be repeated is known as a. cognitive learning. b. iconic rote learning. c. classical conditioning. d. operant conditioning. e. none of these.

d. operant conditioning

Which of the following factors does NOT determine attention? a. the stimulus b. the individual c. the situation d. the interpretation e. all of these determine attention

d. the interpretation

High involvement learning a. occurs when the individual is paying little attention to the material b. is not relevant to consumer behavior c. occurs primarily in response to television commercials d. is not very effective e. none of the above

e. none of the aboveHigh involvement learning occurs when the consumer is motivated to process or learn the material

The _____ holds that low involvement results in a "peripheral route" to attitude change in which consumers form impressions based on readily available cues

elaboration likelihood model

Another name for the mere ownership effect is the __________ effect. a. acquisition b. endowment c. materialistic d. evaluation e. brand

endowment

A consumer who buys a Mercedes-Benz because she feels it communicates her image to others is satisfying a need for _______

expression

One's self and those possessions that form part of one's self-identity is referred to as a. comprehensive self. b. extended personality. c. extended self. d. possessive self. e. None of these choices are correct.

extended self

Attempts to develop quantitative measures of lifestyle were initially referred to as demographics, and is a term that is frequently used interchangeably with lifestyle.

false

PRIZM has identified 56 segments.

false

The VALS segment known as Believers are mature, satisfied, comfortable, and reflective.

false

The online technology segment Apprentices are the most enthusiastic and heavy users of technology.

false

T/F: Appeal characteristics correspond to when a message is communicated

false appeal characteristics correspond to how a message is communicated

T/F: Attitudes formed under the peripheral route tend to be stronger and resistant to counterpersuasion attempts

false attitudes formed under the central route tend to be stronger and more resistant to counterpersuasion attempts

T/F: Brand image is a set of human characteristics that become associated with a brand

false brand personality is a set of human characteristics that become associated with a brand

T/F: The need for uniqueness is the trait that reflects an individual difference in consumers' propensity to be biased against the purchase of foreign products

false consumer ethnocentrism is the trait that reflects an individual difference in consumers' propensity to be biased against the purchase of foreign products

T/F: Failure to consider negative reactions is a factor accounting for inconsistencies between measures of beliefs and feelings and observations

false failure to consider negative reactions is not a factor accounting for inconsistencies between measures of beliefs and feelings and observations

T/F: Perceptual mapping techniques are designed to provide information on latent motives

false projective techniques are designed to provide information on latent motives

T/F: Segmenting consumers based on their most important attribute(s) is referred to as attribute segmentation

false segmenting consumers based on their most important attribute(s) is referred to as benefit segmentation

T/F: Message appeal consists of trustworthiness and expertise

false source credibility consists of trustworthiness and expertise

T/F: The length of an ad is a useful advertising tactic for communicating brand personality

false the length of an ad is not a useful advertising tactic for communicating brand personality

T/F: The need for ego defense is a type of cognitive preservation motive

false the need for objectification is a type of cognitive presentation motive

Which of the following is an individual factor that can influence attitude change? program context level of viewer distraction buying occasion gender

gender

A consumer who buys a product because a close friend bought one may be fulfilling _____ motivation

modeling

An experience that surpasses the usual level of intensity, meaningfulness, and richness and produces feelings of joy and self-fulfillment is referred to as a. dominant excitement. b. experiential media. c. peak experience. d. fandom. e. mere ownership effect

peak experience

Which of the following is NOT considered to be a component of an attitude? perceptual component cognitive component affective component behavioral component

perceptual component

In Maslow's need hierarchy, the need to become all that one is capable of becoming is

self-actualization

The totality of the individual's thoughts and feelings having reference to him- or herself as an object is one's a. personality profile. b. self-concept. c. psychographic profile.motive structure. d. None of these choices are correct

self-concept

The most common scale used to measure the self-concept is the a. conjoint mapping. b. perceptual mapping. c. constant sum. d. semantic differential. e. None of these choices are correct

semantic differential

The essence of emotion is

the subjective feelings generated

When communicating brand personality, executional factors go beyond the core message to include "how" it is communicated using ______

tone media pace logo ALL OF THESE

Low self-monitors are consumers who do not place heavy weight on the opinions and feelings of others.

true

Mary strives for a clear social position and is strongly influenced by the actions, approval, and opinions of others. For example, she purchased her new designer Gucci watch as a status symbol. Mary is driven by achievement motivation.

true

Research shows that the strongest predictor of brand engagement is materialism.

true

T/F: A shift importance strategy is one technique marketers use to alter the cognitive component of a consumer's attitude

true

T/F: An ad showing a person drinking a new beverage after exercise provides information about appropriate usage.

true

T/F: Instability (a core trait in the Five-Factor Model of Personality) is manifested by an individual being moody, temperamental, and touchy

true

T/F: Message framing occurs when marketers present one of two equivalent value outcomes either in positive (or gain) terms or in negative (or loss) terms

true

T/F: Motives that are known and freely admitted are called manifest motives

true

T/F: Theories based on a utilitarian need view the consumer as a problem solver who approaches situations as opportunities to acquire useful information or new skills

true

Marketers sometimes use a _____ to measure the affective attitude component

verbal scale