Consumer Behavior Final Exam

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James is interested in just about any type of electronic equipment, such as digital video recorders, computers, MP3 players, 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

_____ is a drive state created by consumer interests and needs.

Motivation

What are the major individual factors affecting attention?

Motivation and ability

Which of the following statements is FALSE regarding situational factors affecting attention?

Motivation and ability are two major situational factors affecting attention.

Which of the following statements is true regarding consumer choice processes?

Motivation, information availability, and situational factors interact to determine which choice process will be used.

Which set of motives deals with our need to determine who or what causes the things that happen to us?

Need for attribution

Which of the following is NOT a type of cognitive learning? A. iconic rote B. vicarious C. reasoning/analogy D. operant E. all of the above are types of cognitive learning

Operant

Changing behavior prior to changing affect or cognition is based primarily on _____.

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

Which of the following is NOT an individual characteristic that influences interpretation?

Organization

_____ is(are) a stimulus characteristic that refers to the physical arrangement of the stimulus objects and can affect consumer interpretation and categorization.

Organization

A consumer's need for reinforcement is _____.

Passive and external

The fact that all aspects of the perception process are extremely selective is referred to as _____.

Perceptual defenses

Interpretation is generally a relative process rather than absolute, often referred to as _____.

Perceptual relativity

The voluntary and self-selected nature of online offerings where consumers "opt in" to receive email-based promotions is often referred to as _____.

Permission-based marketing

_____ refers to the fact that repeat and particularly committed customers tend to buy the brand consistently rather than waiting for a sale or continually negotiating price.

Price premium

_____ 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

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

Product placement

Which of the following is a situational factor affecting attention?

Program involvement

Which of the following is a strategy to reduce competitive interference?

Provide external retrieval cues

_____ 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

_____ meaning is the specific meaning assigned a word by a given individual or group of individuals based on their experiences, expectations, and the context in which the term is used.

Psychological

Sam doesn't know much about digital video recorders, so when he went shopping for one, he decided on the model that had the highest price and the best warranty as well as one he had seen a lot of advertising for. Sam used these factors as _____.

Quality signals

_____ continue to buy the same brand though they do not have an emotional attachment to it.

Repeat purchasers

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

_____ 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

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)? A. STM is short-lived. B. STM has limited capacity. C. STM is a static structure. D. Elaborative activities occur in STM E. STM is also called working memory.

STM is a static structure

Which type of memory structure is a complex web of associations?

Schema

Which of the following is NOT a specific learning theory? A. schematic B. operant C. iconic rote D. vicarious/modeling E. reasoning/analogy

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

_____ meaning is the conventional meaning assigned to a word such as found in the dictionary.

Semantic

The basic knowledge and feelings an individual has about a concept is known as _____.

Semantic 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

Which of the following characteristics influencing interpretation represents factors beyond the stimulus itself?

Situational

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

Given the following information, which of the following compact disc players would be chosen using the lexicographic decision rule?

Sony

Given the following information, which of the following compact disc players would be chosen using the elimination-by-aspects decision rule?

Sony and Pioneer would be considered further.

Which of the following is NOT a key element of relationship marketing?

Standardize the relationship across customers.

Which strategy for overcoming the barriers presented by DVR involves holding the ad visual relatively constant while the ad is fast-forwarded through by the viewer?

Still-frame ads

_____ refers to the process of learning to respond differently to similar but distinct stimuli.

Stimulus discrimination

A message presented so fast or so softly or so masked by other messages that one is not aware of seeing or hearing it is called a(n) _____ stimulus.

Subliminal

Which characteristic of a logo has been found to lead to higher levels of logo liking?

Symmetrically balanced

A credible source can enhance message processing and acceptance.

TRUE

A two-sided message presents both good and bad points.

TRUE

According to Maslow, all humans acquire a similar set of motives through genetic endowment and social interaction.

TRUE

Attention is determined by three factors: the stimulus, the individual, and the situation.

TRUE

Celebrity endorsers are often a useful way to personify a brand since the characteristics and meanings of the celebrity can be transferred to the brand.

TRUE

Consumer motivation and ability are the major individual factors affecting attention.

TRUE

Echoic memory is the memory of sounds, including words.

TRUE

Emotional advertisements that trigger a positively evaluated emotion will enhance the liking of the ad itself.

TRUE

Explicit memory is characterized by the conscious recollection of an exposure event.

TRUE

Flashbulb memory is acute memory for the circumstances surrounding a surprising and novel event.

TRUE

Four basic marketing strategies used for altering the cognitive structure of a consumer's attitude are: change beliefs, shift importance, add beliefs, and change ideal.

TRUE

In conditioned learning, forgetting is often referred to as extinction.

TRUE

In general, multiple memory nodes are activated simultaneously.

TRUE

Individual characteristics affecting interpretation include traits, learning and knowledge, and expectations.

TRUE

Laddering is a popular tool for identifying latent motives.

TRUE

Level of involvement is the primary determinant of how material is learned.

TRUE

One critical aspect of attitudes is that all three components tend to be consistent.

TRUE

Segmenting consumers on the basis of the most important attribute or attributes is called benefit segmentation.

TRUE

Sounds of letters and words can symbolize product attributes.

TRUE

Sponsorship occurs when a company provides financial support for an event.

TRUE

Stimulus characteristics affecting interpretation include traits, organization, and changes.

TRUE

Stimulus discrimination refers to the process of learning to respond differently to similar but distinct stimuli.

TRUE

The cognitive component of attitude consists of a consumer's beliefs about an object.

TRUE

The information processing model has four major steps or stages: exposure, attention, interpretation, and memory.

TRUE

There is evidence that affect or brand preference may be increased by mere exposure.

TRUE

Zipping, zapping, and muting are mechanical ways for consumers to selectively avoid exposure to advertising messages, often referred to as ad avoidance.

TRUE

Which of the following is FALSE regarding the way in which disposition decisions can affect a firm's marketing strategy?

The United States is a completely throw away society, and consumers are willing to purchase new products without concern for waste.

_____ 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

Zipping, zapping, and muting are simply mechanical ways for consumers to selectively avoid exposure to advertising messages, often referred to as _____.

Ad avoidance

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

Which of the following is true regarding postpurchase dissonance?

The importance of the decision to the consumer is one factor that influences the probability and magnitude of postpurchase dissonance.

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 wear out

Denise tends to experience emotions more strongly than most people, so much so that there are some ads that she cannot even watch because they make her cry. This trait is known as _____.

Affect intensity

Some people experience emotions more strongly than do others, which is a trait known as _____.

Affect intensity

_____ is the emotional or feeling response triggered by a stimulus such as an ad.

Affective Interpretation

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

_____ is the emotional or feeling response triggered by a stimulus such as an ad.

Affective interpretation

Which of the following can be a component of a multiattribute model? A. a consumer's attitude toward a particular brand B. a consumer's belief about how a brand performs on a given attribute C. the importance the consumer attaches to an attribute D. a consumer's ideal level of performance on an attribute E. all of the above

All of the above: A. a consumer's attitude toward a particular brand B. a consumer's belief about how a brand performs on a given attribute C. the importance the consumer attaches to an attribute D. a consumer's ideal level of performance on an attribute

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

All of the above: 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.

Any communication or activity that implies, or from which one could reasonably infer, that an organization is associated with an event, when in fact it is not is known as _____.

Ambush marketing

Swiss Miss instant hot chocolate uses images of winter Olympic athletic events with athletes and fans warming up to a mug of their instant cocoa. While Swiss Miss is not an official sponsor of the winter Olympics, consumers viewing the ads might reasonably infer that they were. What type of marketing is this?

Ambush marketing

The most complex form of cognitive learning is _____.

Analytical reasoning

_____ occurs when the stimulus activates one or more sensory receptor nerves, and the resulting sensations go to the brain for processing.

Attention

Which of the following statements is FALSE regarding stimulus factors and attention?

Attention generally increases across repeated exposures, particularly when those exposures occur in a short period of time.

Which of the following statements is FALSE regarding stimulus factors and attention?

Attention generally increases across repeated exposures, particularly when those exposures occur in a short period of time.

Procter & Gamble is the manufacturer of Pampers diapers. At one time, the price of a typical package of diapers was relatively high (i.e., over $12 a package). Due to the threat of store brands stealing market share because of their lower price, P&G decided to lower the price for Pampers. While most consumers noticed the price reduction because P&G promoted that fact, what most of them did not notice was that the number of diapers per package also decreased. However, the reduction was only one or two diapers per package. Which of the following best explains why consumers did not notice the reduction in the quantity?

The reduction in the quantity did not reach the level of a just noticeable difference.

Attention is determined by which factor?

The stimulus, the individual, the situation

Which of the following is an ability factor related to attention that may require less attention to the brand's ads by an individual due to their high existing knowledge?

Brand familiarity

Many consumers associate Mercedes automobiles with status, luxury, quality engineering, and high price. This is an example of Mercedes' _____.

Brand image

Which of the following is FALSE regarding committed customers?

They are less likely to forgive an occasional product or service failure.

Which of the following is NOT a situational characteristic influencing interpretation?

Time pressure, mood, number of other individuals present, nature of the material surrounding the message in question

A consumer can be neither satisfied nor dissatisfied.

True

A consumer selling something to another individual through an online intermediary (i.e., eBay) is known as a consumer-to-consumer sale.

True

Affective choices tend to be holistic in nature.

True

All consumers have a bounded rationality.

True

Churn is a term used to refer to turnover in a firm's customer base.

True

Conjunctive, disjunctive, elimination-by-aspects, and lexicographic are noncompensatory decision rules.

True

Consumers might experience guilt by the use of a product or a service.

True

Disposition of the product or the product's container may occur before, during, or after product use.

True

Evaluative criteria can differ in type, number, and importance.

True

Factors affecting the relative importance and influence of evaluative criteria include usage situation, competitive context, and advertising effects.

True

Firms need to satisfy consumer expectations by creating reasonable expectations through promotional efforts and maintaining consistent quality so those expectations are fulfilled.

True

For a target market using the elimination-by-aspects rule, it is critical to meet or surpass the consumers' requirements on one more (in order) of the criteria used than the competition.

True

For many products and services, there are wide variations in profitability across customers.

True

If a customer is dissatisfied with a company's product, the company would prefer that he or she complains to the company.

True

Indirect measurement techniques used to determine consumers' evaluative criteria differ from direct measurements in that they assume consumers will not or cannot state their evaluative criteria.

True

Many customer loyalty programs are designed to generate repeat purchases rather than committed customers.

True

Nominal and most limited decision making will not produce postpurchase dissonance.

True

Sometimes consumers purchase products and do not use them.

True

The conjunctive decision rule establishes minimum required performance standards for each evaluative criterion and selects the first or all brands that meet or exceed these minimum standards.

True

The information processing model has four major steps or stages: exposure, attention, interpretation, and memory.

True

Which of the following is an example of a federal law passed to facilitate direct comparisons among alternatives?

Truth-in-Lending law

The owner of a local restaurant wants to enhance consumers' attitudes toward his restaurant by changing the affective component of their attitude. Which of the following is an appropriate approach to achieve this objective?

Use positive music in their advertisements so that over time consumers will transfer the positive affect associated with the music to the restaurant.

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

_____ advertising is perhaps the fastest growing alternative media, allowing for exposure to _____ who tend to avoid traditional media, such as TV.

Video game, young males aged 18-24

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

Carla watches television shows whenever she has time because she uses a digital video recorder to record the shows. When she watches them, she fast-forwards through the commercials, which is known as _____.

Zipping

_____ occurs when one fast-forwards through a commercial on a prerecorded program, and _____ involves switching channels when a commercial appears.

Zipping; zapping

Which of the following statements is true regarding subliminal stimuli? A. Research on messages presented too rapidly to elicit awareness indicates that such messages can actually have a substantial effect. B. There is evidence that marketers are using subliminal messages. C. A subliminal ad is different from a "normal" ad in that it "hides" key persuasive information within the ad by making it so weak that it is difficult or impossible for an individual to physically detect. D. Subliminal advertising has not been the focus of intense study and public concern. E. Masked symbols, deliberate or accidental, do appear to affect standard measures of advertising effectiveness and can influence consumption behavior.

C. A subliminal ad is different from a "normal" ad in that it "hides" key persuasive information within the ad by making it so weak that it is difficult or impossible for an individual to physically detect.

Which of the following is NOT a reason why celebrity sources are effective?

Celebrities are physically attractive, and research has shown that individuals will agree with a physically attractive person regardless of the message or their own initial attitude.

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

What are the two basic forms of conditioned learning?

Classical and operant

_____ attempts to create an association between a stimulus (e.g., brand name) and some response (e.g., behavior or feeling).

Classical conditioning

_____ involves presenting an incomplete stimulus with the goal of getting consumers to complete it and thus become more engaged and involved.

Closure

Which of the following is NOT considered a stimulus factor affecting attention? A. size B. intensity C. clutter D. position E. isolation

Clutter

_____ represents the density of stimuli in the environment.

Clutter

_____ is a process whereby stimuli are placed into existing categories of meaning.

Cognitive Interpretation

_____ is a process whereby stimuli are placed into existing categories of meaning.

Cognitive interpretation

George has used the same company for his car and home insurance for over 20 years. Any claim he has made has been handled fairly and quickly. A major hurricane came through his area causing many individuals, including George, and business owners to lose everything. While he was hearing about so many insurance claim nightmares, he knew his company would come through because he trusts this company. George is an example of a _____.

Committed customer

Given the following importance weights Price = 50, Quality = 40, and Ease of use = 10, which of the following computers would be chosen using a compensatory decision rule?

Compaq

Given attribute cutoffs of Price = 5, Quality = 5, and Weight = 4, which of the following would be chosen using the disjunctive decision rule?

Compaq and NEC would be considered further.

Which of the following is NOT a step in the information-processing model? A. exposure B. comparison C. attention D. Interpretation E. memory

Comparison

Which of the following involves presenting two stimuli in close proximity so that eventually the two are perceived to be related or associated?

Conditioning

Which of the following is true regarding word-of-mouth (WOM)?

Consumers trust WOM more than many other sources.

Color and the nature of the programming surrounding the brand's advertisement are examples of _____ present in the situation that can play a role in consumer interpretation independent of the actual stimulus.

Contextual cues

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(n) _____.

Cross-promotion

Hailey purchased furniture for her living room and spent quite a bit of money. After she purchased it, she started regretting that she spent so much and she wasn't sure she liked the furniture. To make herself feel better, she told herself that the other furniture she was considering really wasn't that good and probably would not last as long as the furniture she ended up purchasing. Which of the following is Hailey using to reduce her postpurchase dissonance?

Decreasing the desirability of rejected alternatives.

The source of a communication represents _____.

"who" delivers the message

A consumer's decision of whether or not to take action when he or she is dissatisfied is a function of which of the following?

-Importance of the purchase to the consumer -ease of taking action -consumer's existing level of overall satisfaction with the brand or outlet -characteristics of the consumer involved -Correct all of the above

Disposition of the product or the product's container may occur _____ product use.

-during -after -before -Correct a, b, and c

Online marketers attempt simulate "touch" by creating a(n) _____.

-online simulated experience -virtual direct experience -enhanced content, such as videos for experiential products -ability to experience products in a virtual context

Which of the following is an alternative once a consumer has decided to get rid of a product?

-sell it -give it away -loan it to someone -throw it away -Correct all of the above

_____ 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

The memory of a sequence of events in which a person participated is called _____.

Episodic Memory

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

Individuals' interpretation of stimuli tend to be consistent with their expectations, an effect referred to as the _____.

Expectation bias

Which type of memory is characterized by the conscious recollection of an exposure event?

Explicit Memory

Carl is doing his homework and has the television on in the background. While it is on, several commercials aired. What stage of the information-processing model does this represent?

Exposure

_____ occurs when a stimulus is placed within a person's relevant environment and comes within range of their sensory receptor nerves.

Exposure

In conditioned learning, forgetting is often referred to as _____.

Extinction

A brand name like Charmin with its soft and rounded sounds (compared to the harshness of Scott) is taking advantage of brand morphemes.

FALSE

Affective interpretation is a process whereby stimuli are placed into existing categories of meaning.

FALSE

Affective motives focus on the person's need for being adaptively oriented toward the environment and achieving a sense of meaning.

FALSE

Affective preservation motives include the need for tension reduction, teleological needs, need for expression, and need for ego defense.

FALSE

Brand image refers to the semantic memory of a brand.

FALSE

Conflicts between motives are rare.

FALSE

Consumers must directly experience a reward or punishment to learn.

FALSE

Dual-branding is an alliance where two brands are put together on a single product.

FALSE

Format refers to the placement of an object in physical space or time.

FALSE

High-impact zones in print ads and other print documents tend to be more toward the bottom and right of the ad.

FALSE

If competing brands are comparable in terms of product features (central cues), then consistent with the elaboration likelihood model, under high involvement, peripheral cues like pleasant music will have no influence on brand preferences.

FALSE

In a goal framing setting, a positive frame is generally the most effective.

FALSE

Inner-scope Research recently found that DVR users who zip through TV ads are less "engaged" with the ads than those who did not.

FALSE

Innerscope Research recently found that DVR users who zip through TV ads are less "engaged" with the ads than those who did not.

FALSE

Learning cannot occur in the absence of reinforcement.

FALSE

Motives that are known and freely admitted are called primary motives.

FALSE

Product placement is subliminal.

FALSE

Reasoned-action theory suggests that if a stimulus doesn't change, over time we adapt or habituate to it and begin to notice it less.

FALSE

Research has shown that using high levels of fear in advertising such that consumers feel threatened are the most effective.

FALSE

Self-concept indicates that consumers are relating brand information to themselves.

FALSE

Semantic memory is the memory of a sequence of events in which a person participated.

FALSE

Successful brand leverage generally requires that the original brand have a strong positive image and that the new product fit with the original product on each of the following four dimensions: complement, substitute, transfer, and image.

FALSE

The affective component of an attitude is one's tendency to respond in a certain manner toward an object or activity.

FALSE

The fact that consumers need to attribute cause underlies an area of research known as cognitive theory.

FALSE

The logic underlying the multiattribute attitude model is that all the components of an attitude are generally inconsistent.

FALSE

The process of encouraging partial responses leading to the final desired response is known as classical conditioning.

FALSE

The right side of the brain is primarily responsible for verbal information, symbolic representation, sequential analysis, and the ability to be conscious and report what is happening.

FALSE

Value-expressive appeals involve informing the consumers of one or more functional benefits that are important to the target market.

FALSE

Long-term memory (LTM) is also called working memory.

FALSE Short-term memory aka working memory

Affective performance can arise from only the symbolic dimension of product performance.

False

An attribute used to stand for or indicate another attribute is known as a proxy indicator.

False

Attitude-based choices are not used for important decisions.

False

Attribute-based choices involve the use of general attitudes, summary impressions, intuitions, or heuristics.

False

Committed customers are less likely to forgive a product or service failure.

False

Counterintuitive thinking refers to imagining the outcome if a different decision had been made in the past.

False

Functional performance relates to the physical functioning of the product.

False

In a compensatory decision, a brand's weakness on one attribute cannot be overcome by it's strength on another attribute.

False

Most consumer purchases involve relatively high-involvement decision making, and therefore, arouse little or no post-purchase dissonance.

False

Repeat purchasers continue to buy the same brand because of their emotional attachment to it.

False

The disjunctive decision rule establishes an optimum level of performance for each evaluative criterion.

False

The most common method of direct measurement to determine the relative importance of evaluative criteria is the semantic differential.

False

Product placement is subliminal..

False Product placement is designed to give exposure to the product, not hide it.

Which of the following is FALSE regarding ad avoidance?

Females are more likely to avoid ads than males

Which of the following is FALSE regarding ad avoidance?

Females are more likely to avoid ads than males.

_____ involves presenting the stimulus in such a way that it is perceived as the focal object to be attended to and all other stimuli are perceived as the background.

Figure-ground

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.

_____ refers to the manner in which the message is presented.

Format

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

Given the following minimum standards (cutoff points) Price = 3, Quality = 4, and Ease of use = 3, which of the following computers would be chosen using the conjunctive decision rule?

IBM

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

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

Which of the following is NOT an action a consumer may utilize to reduce dissonance?

Increase the importance of alternatives that were not considered in the purchase initially.

An advertiser that surrounds its ads with positive programming _____.

Increases the chances that their information is evaluated in a more positive light

The manufacturer of the Little Giant Ladder runs a commercial that is 60 minutes long. The inventor of the ladder shows the versatility and uniqueness of this ladder, and several "regular" people demonstrate how easy it is to use. In fact, this ladder is over 20 ladders in one because of the many different ways it can be configured. Viewers can call the 800 number or visit the website to purchase this product. This is an example of a(n) _____.

Infomercial

Program-length commercials with an 800 number and/or Web address through which to order or request additional information are known as _____.

Infomercials

_____ is a series of activities by which stimuli are perceived, transformed into information, and stored.

Information Processing

_____ represents the number of cues in the stimulus field.

Information Quantity

Walker was gathering information on plasma and LCD TVs because he wanted to purchase one for his household. He bought several electronic product magazines, visited several electronics stores, searched the Internet, and paid attention to the ads in the newspaper to learn more about this product. However, he was confronted with so much information that he could not attend to all of it. In fact, he it got to the point that he would not attend to it and became frustrated. This is an example of _____.

Information overload

_____ is a series of activities by which stimuli are perceived, transformed into information, and stored.

Information processing

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

Perception is a process that begins with consumer exposure and attention to marketing stimuli and ends with consumer _____.

Interpretation

_____ is the assignment of meaning to sensations.

Interpretation

Which of the following is NOT used to classify McGuire's psychological motives?

Is the outcome of the behavior temporary or permanent?

____ is separating a stimulus object from other objects.

Isolation

_____ is separating a stimulus object from other objects.

Isolation

How did Sunbeam Appliance Company use conjoint analysis to help them redesign its many lines of small kitchen appliances?

It was used to provide data on the structure of consumers' preferences for product features and their willingness to trade one feature for more of another feature.

The minimum amount that one stimulus can differ from another with the difference still being noticed is referred to as the _____.

Just noticeable difference

Currently, what percent of U.S. households has a DVR?

20 percent

Currently, what percent of U.S. households has a DVR?

40%

The capacity of STM is thought to be in the range of _____ bits of information.

5 to 9

Which of the following statements adequately reflects the concept of attitude component consistency?

A change in one attitude component tends to produce related changes in the other components.

Which of the following statements is true regarding subliminal stimuli?

A subliminal ad is different from a "normal" ad in that it "hides" key persuasive information within the . ad by making it so weak that it is difficult or impossible for an individual to physically detect.

Which side of the brain is primarily responsible for verbal information, symbolic representation, sequential analysis, and the ability to be conscious and report what is happening?

Left

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

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 statements is true regarding counterfactual thinking?

Marketers always try to reduce the likelihood that consumer think this way.

_____ is the total accumulation of prior learning experiences.

Memory

Skippy is a well-known brand of peanut butter that recently introduced a line of snack bars bearing the Skippy name. This is an example of _____.

a brand extension

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

Before a marketing manager or public policy decision maker can develop a sound strategy to affect consumer decisions, he or she must determine _____.

a, b, and c

Disposition of the product or the product's container may occur _____ product use.

a, b, and c

Evaluative criteria can differ on which of the following?

a, b, and c

Which of the following is a type of consumer choice process?

a, b, and c

Attention is determined by which factor?

a,b,andc

Expenses associated with advertising, establishing a new account, and mailing catalogs are examples of _____.

acquisition costs

Zipping, zapping, and muting are simply mechanical ways for consumers to selectively avoid exposure to advertising messages, often referred to as _____.

ad avoidance

Nike has several models of athletic shoes, and most have high functionality. However, several models are also sleek looking and can actually make a fashion statement for the wearer as well as performing the functional aspects of the product. By going beyond the cognitive associations of functionality and attempting to tap consumers' affective reactions, Nike and other marketers are developing products with _____.

aesthetic appeal

Which term is used to refer to the liking/disliking aspect of a specific feeling?

affect

Denise tends to experience emotions more strongly than most people, so much so that there are some ads that she cannot even watch because they make her cry. This trait is known as _____.

affect intensity

Some people experience emotions more strongly than do others, which is a trait known as _____.

affect intensity

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

_____ motives deal with the need to reach satisfying feeling states and to obtain personal goals.

affective

Amy is shopping for a dress to wear to a formal dance. She tried on several dresses, not even noticing the price of each. After about two hours of this, she tried one on and exclaimed, "This is it!" That particular dress was the one that she thought made her look fabulous, so she bought it. Which type of choice did Amy use to select this dress?

affective choice

Which of the following tends to be more holistic in nature, and the brand is not decomposed into distinct components that are evaluated separately from the whole?

affective choice

Dawn and her two daughters went to see Pride & Prejudice at the movie theater. They all loved the movie and came out saying "we're so glad she married Mr. Darcy!" This movie provided them with _____.

affective performance

The emotional response that owning or using the product or outlet provides is known as _____.

affective performance

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

A consumer's decision of whether or not to take action when he or she is dissatisfied is a function of which of the following?

all of the above

The NFL is able to customize their newsletter by _____.

all of the above

The probability of a consumer experiencing postpurchase dissonance, as well as the magnitude of such dissonance, is a function of which of the following?

all of the above

Which of the following does NOT affect how important various criteria are for consumers?

all of the above

Which of the following is a decision rule used by consumers?

all of the above

Which of the following is a key element of relationship marketing?

all of the above

Which of the following is a noncompensatory decision rule?

all of the above

Which of the following is a source of increased customer profitability over time? all of the above

all of the above

Which of the following is an alternative once a consumer has decided to get rid of a product?

all of the above

Which of the following is an example of a metagoal?

all of the above

Which of the following is often used as a surrogate indicator of quality?

all of the above

Which of the following was used by Sunbeam Appliance Company to assist in redesigning its many lines of small kitchen appliances?

all of the above

Which of the following is NOT a possible outcome once a consumer is satisfied?

all of the above are possible outcomes

Which of the following is NOT a situational characteristic influencing interpretation?

all of the above are situational characteristics influencing interpretation

Which of the following is NOT a way emotional ads may enhance persuasion?

all of the above are ways emotional ads may enhance persuasion

Before a marketing manager or a public policy decision maker can develop a sound strategy to affect consumer decisions, her or she must determine all EXCEPT which of the following?

all of the above must be determined

Madeline has a(n) _____ toward Regular Coke, whereby she simultaneously really likes the taste but also is really negative about the brand because it has high calories.

ambivalent attitude

Any communication or activity that implies, or from which one could reasonably infer, that an organization is associated with an event, when in fact it is not is known as _____.

ambush marketing

Consumers who actively complain when a product is not satisfactory are probably fulfilling _____ need.

an assertion

Which type of reasoning allows consumers to use an existing knowledge base to understand a new situation or object?

analogical reasoning

Spokes characters can be _____.

animated animals animated people animated products animated objects

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 Okamoto, head of Japan's Oita Prefecture Fisherman's Cooperative, hope to reposition mackerel (saba)?

as premium seki saba, demanding $58 per fish

A learned predisposition to respond in a consistently favorable or unfavorable manner with respect to a given object is known as a(n) _____.

attitude

Caleb learned from his parents that littering was bad, so when he sees someone doing it, he forms an unfavorable impression of that person. Caleb's learned predisposition to dislike someone who litters represents his _____.

attitude

Bobbie bought a Dell computer because her brother has one, and he seems to be satisfied with it. She did not compare any other computers when making this choice. Which type of choice process did Bobbie use?

attitude-based choice

Which type of consumer choice process involves the use of general attitudes, summary impressions, intuitions, or heuristics, and no attribute-by-attribute comparisons are made at the time of choice?

attitude-based choice

Joseph is considering the purchase of a computer, and he is comparing brands on the basis of price, memory, speed, and reliability. He mentally ranks each alternative on these attributes and makes a selection based on these rankings. Joseph is using which type of choice process?

attribute-based choice

Which type of consumer choice process requires the knowledge of specific attributes at the time the choice is made, and it involves attribute-by-attribute comparisons across brands?

attribute-based choice

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

Why are the SAM and AdSAM measures effective across cultures?

because the pictorial representations don't require translation or alteration

Which need in Maslow's hierarchy reflects a desire for love, friendship, affiliation, and group acceptance?

belongingness

The famous Pepsi challenge had consumers taste two brands of cola without letting them know the brand name of either. Which type of test is this?

blind tests

Which type of test enables the marketer to evaluate the functional characteristics of the product and to determine if an advantage over a particular competitor has been obtained without the contaminating, or halo, effects of the brand name or the firm's reputation?

blind tests

Which type of test is one in which the consumer is not aware of the product's brand name?

blind tests

A limited capacity for processing information is known as _____.

bounded rationality

Duane is of average intelligence, and like most consumers, he cannot compare too many alternatives at one time. This limited capacity for processing information is known as _____.

bounded rationality

For which type of firm has research shown that reducing the number of customers who leave by 5 percent resulted in the highest percentage increase in average profits per customer?

branch banks

A new brand of peanut butter cookies includes Hershey's Kisses chocolates on top. Which of the following is this new brand using in an attempt to gain from the quality associated with Hershey's chocolate?

brand alliance

The value consumers assign to a brand above and beyond the functional characteristics of the product is known as _____.

brand equity

Which of the following is an ability factor related to attention that may require less attention to the brand's ads by an individual due to their high existing knowledge?

brand familiarity

_____ refers to the schematic memory of a brand.

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

Consumers that exhibit a positively biased behavior toward a specific brand are exhibiting _____.

brand loyalty

Jason will only drink Pepsi cola, and he feels an emotional attachment to it. That is the brand he was brought up on and is the one he continues to drink every day. Jason is exhibiting _____.

brand loyalty

A set of human characteristics that become associated with a brand is referred to as _____.

brand personality

Addison is a brand manager and wants consumers to form attitudes that are strong, resistant to counterpersuasion attempts, more accessible from memory, and more predictive of behavior. Which route of the elaboration likelihood model should he encourage consumers to take?

central route

Carissa is highly involved is a purchase decision for a new car. She has searched the Internet, visited car dealerships, talked to friends and family, and paid attention to advertisements. According to the elaboration likelihood model, by which route is Carissa likely to be persuaded?

central route

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

central route and peripheral route

For years, American automobiles did not have the level of quality that foreign, particularly Japanese, automobiles had. However, that has changed, and most automobiles built in the United States have comparable or superior quality than imports. Consumers' attitudes are slow to change, however, and marketers must use which strategy to change the cognitive component of consumers' attitudes?

change beliefs

Which of the following is a strategy for altering the cognitive component of a consumer's attitude?

change beliefs, shift importance, add beliefs, change ideal

Organizing individual items into groups of related items that can be processed as a single unit is called _____.

chunking

The term used to refer to turnover in a firm's customer base is _____.

churn

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

Which of the following is NOT considered a stimulus factor affecting attention?

clutter

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

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

Mitch likes Toyota automobiles because he thinks they have the highest reliability of all automobiles. His belief about Toyota's reliability represents which component of Mitch's attitude?

cognitive

Pam and her friends ate at a new Italian restaurant, and the food, service, and ambiance exceeded their expectations. They all decided that this was the only Italian restaurant they will ever go to again in their town. This is an illustration of _____.

commitment

Which of the following means that the consumer is enthusiastic about a particular brand and is somewhat immune to actions by competitors?

commitment

committed customer

Which type of customer has an emotional attachment to the brand or firm?

committed customer

An advertisement for AT&T long distance telephone service split the screen in two and showed a person on each screen talking on the telephone. Below each person, there was a running total of the cost of the call. At the end of the commercial, the total cost on the AT&T side was lower than that for the Sprint side. This is an example of which type of ad?

comparative ad

Which of the following is NOT a step in the information-processing model?

comparison

Joanne is considering the purchase of a microwave oven and has four evaluative criteria. For each criterion, she has attached an importance weight ("W"), and each brand is evaluated on its performance on that criterion ("B"). Then a rating is calculated by summing the product of the B's and W's on a criterion for each brand, and the brand with the highest overall rating is chosen. Which type of decision rule is Joanne using?

compensatory

The multiattribute model is which type of decision rule?

compensatory

Which decision rule states that the brand that rates highest on the sum of the consumer's judgments of the relevant criteria will be chosen?

compensatory

Among Toyota owners, reliability is a brand personality trait associated with ______.

competence

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 is NOT a decision rule used by consumers?

conjoint

In which type of indirect measurement approach to measuring the relative importance of consumers' evaluative criteria are consumers presented with several descriptions of alternatives and asked to rank all of them in terms of his or her preference for those combinations of features?

conjoint analysis

Jamie was participating in a market research study regarding computers when he was presented with 24 different computers that varied on four criteria. He was asked to rank all 24 descriptions in terms of his preference for those combinations of features. Which approach to assess the relative importance Jamie places on evaluative criteria was this research using?

conjoint analysis

Which of the following is the most popular indirect measurement approach to measuring the relative importance of consumers' evaluative criteria?

conjoint analysis

Conrad is considering the purchase of a laptop computer. He has decided that he will not spend more that $1200, the computer must weigh no more that 4 pounds, and battery life must last at least 4 hours. He has similar minimum requirements for a few other criteria he is using to evaluate alternatives. If an alternative does not meet ALL of these minimum requirements, he will not consider it further. Which decision rule is Conrad using?

conjunctive

Which decision rule establishes minimum required performance standards for each evaluative criterion and selects the first or all brands that meet or exceed these minimum standards?

conjunctive

Which of the following is the most common method of direct measurement of the relative importance of consumers' evaluative criteria?

constant sum scales

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

Which of the following is an individual factor that can influence attitude change?

consumer knowledge

Jon purchased an antique watch on eBay from another consumer. Which type of sale is this known as?

consumer-to-consumer sale

Which type of sale occurs when one consumer sells a product directly to another with or without the assistance of a commercial intermediary?

consumer-to-consumer sale

Regulatory focus theory suggests that ____.

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

Pamela likes to sew because it relaxes her. To her, it's like therapy. For Pamela, sewing represents which type of motive?

consummatory motive

Which of the following motives are most likely in affective choices?

consummatory motives

Which type of motives underlie behaviors that are intrinsically rewarding to the individual involved?

consummatory motives

Negative emotions or guilt feelings aroused by the use of a product or a service are referred to as _____.

consumption guilt

Rebecca is a single woman in her 40s. She sold her Honda Civic and bought an Acura CSX, which is considerably more expensive. She was going to her brother's house with her mother, and she asked her mother to drive in her car instead of Rebecca's new one. She didn't want her brother to see that she had purchased an expensive car for herself. Rebecca was experiencing _____.

consumption guilt

contextual cues

Eric booked a hotel through hotels.com. However, when he arrived at the hotel, they had no record of his reservation, and he was unable to get a room. He decided then that he would never use this service again. Which reason for changing providers does this represent?

core service failure

Which of the following factors is the MOST likely reason consumers change providers of a service?

core service failure

Hunter purchased a new computer, and he started thinking about what it would be like if he had purchased the other brand that he was considering seriously. He purchased a Dell, but he kept thinking that if he had only spent a little more and purchased the IBM, he might not be experiencing some of the problems that he is (i.e., computer "freezing up"). Which of the following is Hunter engaging in?

counterfactual thinking

Which of the following refers to imagining the outcome if a different decision had been made in the past?

counterfactual thinking

cross-promotion

Which of the following provides learning experiences that affect the type of lifestyle people seek and the products they consume?

culture, family, friends, mass media

Every time Hannah buys a sandwich at Subway, she gets a stamp on a card. Once she has 10 stamps, she'll get a free sandwich. This is an example of a(n) _____.

customer loyalty program

Which of the following does NOT influence the evaluation of alternatives on each criterion?

decision rules applied

Attention generally _____ across repeated exposures, and repetition often _____ recall.

decreases; increases

The willingness to buy a particular product or service is known as _____.

demand

Chaz was asked by a market researcher which criteria he uses when purchasing beer. He told the researcher that taste and price are important to him. Which method did the researcher use to obtain this information from Chaz?

direct

Which measurement method involves asking consumers what criteria they use in a particular purchase or, in a focus group setting, noting what consumers say about products and their attributes?

direct

To determine which criteria are used by consumers in a specific product decision, the marketing researcher can utilize which two methods of measurement?

direct and indirect

If it is literally false that Gardenburger's competitor is not "mushroom in origin" then what category of misleading advertising does this fall into

direct false claim

A loyal consumer will often use _____ to protect their brand by reducing the importance they put on a given attribute.

discounting

_____ is the first strategy a loyal consumer uses when their favorite brand is attacked with negative information.

discrediting

Which decision rule establishes a minimum level of performance for each important attribute (often a fairly high level), and all brands that meet or exceed the performance level for any key attribute are considered acceptable?

disjunctive

Carl and his family purchased a new home, and the builder left half empty paint cans in the garage. Carl doesn't know what to do with them because he cannot put them out in the regular trash. Carl is concerned with which of the following with regard to the paint?

disposition

A brand whose perceived performance falls below expectations generally produces _____.

dissatisfaction

Which emotion would be classified under the "arousal" dimension of emotion?

distraction

Exploding demand and short product life-spans for high-tech gadgets such as cell phones, personal computers, and various other personal electronic devices is creating growing concerns over _____.

e-waste

Consumers who purchase only popular brands because of insecurity are most likely influenced by the _____ motive.

ego-defense

Which of the following is a theory about how attitudes are formed and changed under varying conditions of involvement?

elaboration likelihood model

Miles is considering the purchase of a new car. Price is the most important criterion for him, and he will only consider those models that do not exceed $20,000. Since several models satisfy this criterion, he then considers how each alternative performs with respect to gas mileage, and he will not consider any that get less than 20 miles per gallon in the city. Which decision rule is Miles using?

elimination-by-aspects

Which decision rule requires the consumer to rank the evaluative criteria in terms of their importance and to establish a cutoff point for each criterion, and all brands are first considered on the most important criterion, the second most important, and so on until only one brand remains?

elimination-by-aspects

Strong, relatively uncontrollable feelings that affect our behavior are known as _____.

emotions

Which of the following is a characteristic associated with emotions?

emotions are often triggered by environment events

Which of Maslow's needs reflects individuals' desires for status, superiority, self-respect, and prestige?

esteem

Nancy usually considers price and quality when she has to make a major purchase, such as an appliance or an automobile. These two features represent Nancy's _____.

evaluative criteria

The various dimensions, features, or benefits consumers look for in response to a specific problem are called _____.

evaluative criteria

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

Individuals' interpretation of stimuli tend to be consistent with their expectations, an effect referred to as the _____.

expectation bias

Which of the following is an individual characteristic that influences interpretation?

expectations

Carl is doing his homework and has the television on in the background. While it is on, several commercials aired. What stage of the information-processing model does this represent?

exposure

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

exposure, attention and interpretation

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

exposure, attention, and interpretation

What are the four major steps in the information-processing model?

exposure, attention, interpretation, and 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

After a very negative service encounter, Sam vents his emotions and seeks emotional and problem-focused assistance from others. This is called?

expressive support seeking

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 a factor accounting for inconsistencies between measures of beliefs and feelings and observations of behavior?

failure to consider negative reactions

Quaker Oats contains zero milligrams of sodium. This is an example of what type of belief?

feature belief

Which of the following is NOT considered an emotional dimension? A. pleasure B. arousal C. dominance D. feeling E. all of the above are emotional dimensions

feeling

Firms with a limited reputation sometimes do which of the following with a reputable firm so as to gain from the quality associated with the known brand?

form brand alliances

Savannah works at the front desk at a Marriott Hotel. If a guest has a complaint, she is empowered to make amends up to a certain amount without her supervisor's approval. Savannah is known as a _____.

front-line employee

Employees who deal directly with consumers are known as _____.

front-line employees

Which type of message framing stresses either the positive outcomes of performing a behavior or the negative outcomes of not performing a behavior?

goal framing

Which motives emphasize development?

growth

For which type of products can affect, emotions, and Aad play a role in more conscious, high-involvement settings?

hedonic products

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

hemispheric lateralization

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

Appeal characteristics represent _____ a message is communicated.

how

With the information provided by perceptual mapping the marketer can determine all of the following EXCEPT _____.

how consumers will trade one evaluative criteria for another

Which of the following statements is FALSE regarding humorous appeals?

humorous ads are low risk because they tend to translate well across situations and cultures

For which product is no disposition involved?

ice cream cone

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 websites, 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

Which of the following enhances the strength of learning?

importance, message involvement, mood, repetition

Kimberly loves the ham and turkey from the Heavenly Ham store. There is only one store in her town, though, and it is pretty far away. She goes that direction on Saturdays for her daughter's music lesson, but by the time it's over and she's heading home, the store is already closed. Sometimes she brings a cooler and stops there before her daughter's lesson, but most of the time she forgets to bring the cooler. She usually ends up buying lunch meat at the grocery deli. Which reason for changing providers does this represent?

inconvenience

Visual art in an ad (art infusion) has the ability to:

increase brand image

Which of the following is NOT a source of increased customer profitability over time?

increased churn

An advertisement theme of "do your own thing" is most likely to be based on a need for _____.

independence

Which measurement technique used to assess consumers' evaluative criteria assumes consumers will not or cannot state their evaluative criteria?

indirect

Since latent motives often are less than completely socially desirable, _____ are frequently used.

indirect appeals

The manufacturer of the Little Giant Ladder runs a commercial that is 60 minutes long. The inventor of the ladder shows the versatility and uniqueness of this ladder, and several "regular" people demonstrate how easy it is to use. In fact, this ladder is over 20 ladders in one because of the many different ways it can be configured. Viewers can call the 800 number or visit the Web site to purchase this product. This is an example of a(n) _____.

infomercial

Program-length commercials with an 800 number and/or Web address through which to order or request additional information are known as _____.

infomercials

information overload

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

Leon is concerned with the reliability and durability of laptop computers he is considering purchasing. This represents which dimension of product performance?

instrumental

Which dimension of product performance relates to the physical functioning of the product?

instrumental

What are the two dimensions to performance for products?

instrumental and symbolic

Hannah asked her mother to buy her a certain brand of athletic shoes because that's what all the other kids are wearing at school. For Hannah, which type of motive is most likely underlying her request for that specific brand?

instrumental motive

Which type of motives activates behaviors designed to achieve a second goal?

instrumental motives

Samantha is purchasing a new car. She knows she should compare alternatives on the basis of cost and performance features, but she can't help but consider the styling and the color. She also wants a car that will make her look "cool" and feel special when she's driving it. Styling, color, and how the car will make her feel are examples of _____ evaluative criteria.

intangible

Style, taste, prestige, feelings generated, and brand image are examples of which type of evaluative criteria?

intangible

Perception is a process that begins with consumer exposure and attention to marketing stimuli and ends with consumer _____

interpretation

Renee has been going to the same dentist for years. However, her employer changed her dental insurance plan, and her dentist was not part of the plan. She had to switch to an approved dentist. Which reason for changing providers does this represent?

involuntary switching

Which of the following is a motivational state caused by consumer perceptions that a product, brand, or advertisement is relevant or interesting?

involvement

The minimum amount that one brand can differ from another with the difference still being noticed is referred to as the ______.

just noticeable difference

The minimum amount that one stimulus can differ from another with the difference still being noticed is referred to as the _____.

just noticeable difference

Beyond projective techniques, a popular tool for identifying motives is _____?

laddering, means-end chain, benefit chain

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 side of the brain is primarily responsible for verbal information, symbolic representation, sequential analysis, and the ability to be conscious and report what is happening?

left

Which of the following is NOT an advertising tactic used to communicate brand personality?

length of the ad

Which decision rule requires the consumer to rank the criteria in order of importance, and then the consumer selects the brand that performs best on the most important attribute?

lexicographic

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

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

Simply presenting a brand to an individual on a large number of occasions to make the individual's attitude toward the brand more positive is known as _____.

mere exposure

Maximizing the accuracy of the decision or minimizing the experience of negative emotion while making the decision are examples of consumer _____.

metagoals

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

modeling

James is interested in just about any type of electronic equipment, such as digital video recorders, computers, MP3 players, and digital cameras. He subscribes to several magazines devoted to these types of products, and he visits several different Web sites to learn more about these products. Which individual factor affecting attention is influencing James to attend to information about these products?

motivation

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

motivation

Which of the following is considered an individual factor affecting attention?

motivation

What are the major individual factors affecting attention?

motivation and ability

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

Duane is attempting to determine consumers' attitudes toward his restaurant by asking them their beliefs about how his restaurant performs on several attributes, such as price, ambience, quality of the food, and friendliness of service. Consumers can rate his restaurant with a score of 1 to 7 for each of these attributes, with 7 being the highest. Duane adds up the scores to see how he performs, using the assumption that a higher total is better. At a basic level, which type of model is Duane using?

multiattribute attitude model

Which term is often used interchangeably with the term "motivation"?

need

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

An outlet or brand whose performance confirms a low-performance expectation generally will result in _____.

nonsatisfaction

Kristen purchased a chair and ottoman from a national chain furniture store. After only six months, the fabric started to fade and tear in some spots. While she didn't spend much money on this chair, she did expect it to last longer than that. Kristen most likely experienced _____.

nonsatisfaction

Rod wasn't expecting much from the painters that came to his house. True to form, they did not do a good job and confirmed his low-performance expectations. Rod is most likely experiencing _____.

nonsatisfaction

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 an individual characteristic that influences interpretation?

organization

Which of the following do marketers need to be concerned about with respect to using celebrities as company spokespersons?

overexposure of the celebrity, negative behavior involving the spokesperson, and image of the celebrity doesn't match the image of the product or brand

The fact that all aspects of the perception process are extremely selective is referred to as _____.

perceptual defenses

A technique that requires consumers to judge the similarity of alternative brands is _____.

perceptual mapping

Gail was participating in a market research study, and she was given 20 pairs of brands of shampoo and asked to indicate which pair is most similar, which is second most similar, and so forth until all pairs were ranked. Which type of indirect measurement technique used to assess Gail's evaluative criteria does this represent?

perceptual mapping

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

Interpretation is generally a relative process rather than absolute, often referred to as _____.

perceptual relativity

Dana is watching television when a commercial for a brand of bathroom cleaner comes on. She is not very interested in the product category, but the ad was entertaining and made her laugh. As a result, she had a positive attitude toward the brand of cleaner advertised. According to the elaboration likelihood model, which route to persuasion influenced Dana?

peripheral route

The voluntary and self-selected nature of online offerings where consumers "opt in" to receive email- based promotions is often referred to as _____.

permission-based marketing

Which of the following reflects the relatively stable behavioral tendencies that individuals display across a variety of situations?

personality

_____ is an individual's characteristic response tendencies across similar situations.

personality

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

Some people are known as "super tasters" because they have a higher concentration of taste buds compared to normal people. As a result, they tend to dislike the taste of broccoli because they claim it is too bitter. What type of trait is this?

physiological

Which of the following is considered a stimulus factor affecting attention?

position

Carla continued to search for information on cars even after she purchased one. She would go over her decision in her head, and pay attention to ads that featured the car she bought. She was also noticing how many other people drove her model of car, which made her feel more confident that she made a wise decision. Carla is attempting to reduce _____.

postpurchase dissonance

Connie just purchased her first new car, and she's actually feeling a little bad about it. She's concerned about how much money she spent and how long she will be making car payments. She's not sure she made the right choice, either. She liked another car a little better, but ended up purchasing another model. Connie is experiencing _____.

postpurchase dissonance

Doubt or anxiety regarding a purchase a consumer has made is known as _____.

postpurchase dissonance

Bob wants to purchase a big screen television, but he's reluctant because he tells himself that "If I buy it now, then the price will drop and I'll regret not waiting longer." Bob is engaging in _____.

prefactual thinking

Which of the following refers to imagining different outcomes before a decision is made?

prefactual thinking

____ motives emphasize the individual as striving to maintain equilibrium.

preservation-oriented

Which of the following occurs when a consumer actively acquires a product that is not used or used only sparingly relative to its potential use?

product nonuse

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 a situational factor affecting attention?

program involvement

Gwen is an elderly lady and is participating in a market research study. The researcher asked her to describe the criteria someone who needs adult diapers might use to evaluate alternatives. The researcher was not asking Gwen what criteria she would use, but rather, the criteria Gwen thinks someone else would use. Which type of technique is this known as?

projective technique

Raymond is conducting motivation research. He is using _____, which are designed to provide information on latent motives.

projective techniques

Which indirect measurement techniques used to determine consumers' evaluative criteria allow the respondent to indicate the criteria someone else might use?

projective techniques

Which of the following is (are) designed to provide information on latent motives?

projective techniques

Which of the following are indirect measurement techniques used to determine consumers' evaluative criteria?

projective techniques and perceptual mapping

Two prominent sets of motives under regulatory focus theory are termed _____.

promotion and prevention

"Get the best deals!" is an example of a ______ ad.

promotion-focused

In regulatory focus theory, _____ motives revolve around a desire for growth and development and are related to consumers' hopes and aspirations.

promotion-focused

Evaluative criteria differ on all EXCEPT which of the following?

quality

quality signals

Which of the following is NOT a type of consumer choice process?

rational choice

Which theory assumes that the consumer is a rational decision maker with well-defined, stable preferences, and has sufficient skills to calculate which option will maximize his or her value and will choose on this basis?

rational choice theory

Which of the following is NOT an alternative if a consumer decides to retain a product's package?

recycle it

Anything that increases the likelihood that a given response will be repeated in the future is considered _____.

reinforcement

An attempt to develop an ongoing, expanding exchange relationship with a firm's customers is called _____.

relationship marketing

Marketing efforts focused on a firm's current customers are generally termed _____.

relationship marketing

Marriott Rewards customers earn points whenever they stay at any Marriott property. Louis is in this program, and he travels quite a bit because he works in sales. He usually stays at a Courtyard by Marriott, and when he walks into the lobby there is a sign by the desk welcoming him by name as well as other Marriott Rewards customers who might be staying there. This ongoing relationship between Louis and Marriott is an example of _____.

relationship marketing

Which of the following is NOT a core trait in the Five-Factor Model of personality? A. extroversion B. instability C. reliability D. openness to experience E. conscientiousness

reliability

Kevin buys the same brand of clothing all the time. He continues to buy it because it fits him well and the price is right, but he does not have an emotional attachment to it. Kevin is an example of a(n) _____.

repeat purchaser

Simon was dissatisfied with the meal and service he received at a restaurant, so he complained. The manager came out and was arrogant to Simon, and Simon felt like he was trying to blame him for the bad experience he had by saying he was too picky. Simon vowed never to eat at that restaurant again. Which reason for changing providers does this represent?

responses to service failures

Which side of the brain deals with pictorial, geometric, timeless, and nonverbal information without the individual being able to verbally report it?

right

Which of the following is considered a dimension of brand personality?

ruggedness, excitement, sincerity, competence

Jose and his family, all Mexican by birth, went to dine at a new Mexican restaurant in Houston, which is home to many outstanding Mexican restaurants. They were expecting authentic Mexican food, and they got it. They most likely experienced _____.

satisfaction

When perceptions of product performance match expectations that are at or above the minimum performance level, _____ generally results.

satisfaction

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

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

Which of the following is the most widely used technique for measuring consumers' judgments of brand performance on specific attributes?

semantic differential scales

The ability of an individual to distinguish between similar stimuli is called _____.

sensory discrimination

The physiological ability of an individual to distinguish between similar stimuli is called _____.

sensory discrimination

Service employees that are uncaring, impolite, unresponsive, or unknowledgeable will cause consumers to switch providers for which reason?

service encounter failure

Which of the following are the two interrelated components of memory? A. primary and secondary memory B. conditioned and unconditioned memory C. operant and classical memory D. short-term and long-term memory E. implied and explicit memory

short-term and long-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

Which of the following characteristics influencing interpretation represents factors beyond the stimulus itself?

situational

situational factors

Cameron was searching the Internet for information on digital cameras. He went to a search engine (i.e., Goggle) 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

Dr. Rosenfeld is the doctor on Sunday House Call, a Sunday morning health program on the Fox News channel. Dr. Rosenfeld is highly esteemed in his field and provides up-to-date medical information for viewers. Sometimes he recommends specific products, and Valerie, a regular viewer of the program, trusts what he says or recommends because he doesn't seem to have an apparent motive to mislead viewers. Which characteristic does Dr. Rosenfeld possess?

source credibility

Tony the Tiger, the Jolly Green Giant, and the Aflac duck are examples of _____.

spokes characters

Which of the following occurs when a company provides financial support for an event such as the Olympics or a concert?

sponsorship

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

Why must manufacturers design products with both the primary purpose and other potential uses in mind?

stringent product liability laws

A message presented so fast or so softly or so masked by other messages that one is not aware of seeing or hearing it is called a(n) _____ stimulus.

subliminal

Sam is a retiree with considerable resources, so he doesn't really spend much time on purchase decisions. His belief is that the most expensive brand is probably also the best in terms of quality. Sam uses price as a _____ indicator of quality.

surrogate

An attribute used to stand for or indicate another attribute is known as a _____.

surrogate indicator

Sandy uses online banking, and her bank charges her $4.99 per month. However, she has seen ads for a competing bank offering free online banking services. She'd like to switch, but she realized that it might be difficult to do since she has several of her bill payments set up as automatic debits. The cost of changing to another bank represent Sandy's _____.

switching costs

The costs of finding, evaluating, and adopting another solution are known as _____.

switching costs

Monique is buying a new coat for the winter. While she is concerned with how well the coat will keep her warm, she is also concerned with how stylish it will make her look. Her concern for stylishness represents which dimension of product performance?

symbolic

Which dimension of product performance relates to aesthetic or image-enhancement performance?

symbolic

Which characteristic of a logo has been found to lead to higher levels of logo liking?

symmetrically balanced

Andrew is considering the purchase of a portable DVD player. He is comparing alternatives on the basis of screen size, battery life, and price. Andrew is using which type of evaluative criteria?

tangible

Cost and performance features are examples of which type of evaluative criteria?

tangible

The two types of evaluative criteria are _____.

tangible and intangible

Sherri pulled up to the drive-up ATM at her bank. She put her card in, and it came right back out. On the screen was a message that the machine was not operational. Sherri was not happy. Which incident type with respect to self-service technologies does this represent?

technology failure

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

Anne appears in a television commercial for a local chiropractor. She tells the audience how she suffered from migraine headaches several times a month. However, once she started treatment at this particular chiropractor, her headaches disappeared. She claimed, "I kept expecting them to come back, but they didn't. I have a whole new lease on life, thanks to Peavy Chiropractic!" Which type of ad is this?

testimonial ad

Sensory discrimination is _____.

the ability of an individual to distinguish between similar stimuli

A metagoal refers to _____.

the general nature of the outcome being sought

Advertisements and packages for Kellogg's Smart Start breakfast cereal include the seal of the American Heart Association, indicating that it is a hearty, healthy choice. This seal can influence consumers to purchase this brand because the American Heart Association has a reputation of trustworthiness and expertise. The seal appearing on packages and in advertisements represents a _____.

third-party endorsement

Which disposition alternative is the most widely used by consumers?

throw away

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

What is the task in the rational choice theory?

to identify or discover the one optimal choice for the decision confronting the decision maker

The size, shape, and color are specific _____ of the stimulus that can affect interpretation.

traits

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

For years, L'Oreal hair color would say in their ad that L'Oreal is "expensive, but you're worth it." This is an example of which type of advertisement?

two-sided message

Which type of advertisement or sales presentation presents both good and bad points?

two-sided message

John drinks Schwepps Ginger Ale for dinner as a beverage, while Jack uses it only as a mixer in his cocktails. Which factor that influences the importance of evaluative criteria is this?

usage situation

Speed of service and convenient location are criteria Jake considers when deciding at which restaurant to eat lunch during a work day. However, when he and his wife go out for a romantic dinner, the ambiance and quality of the food are more important. Which factor is influencing the importance he places of various criteria?

usage situation

A consumer using a product in a new way is referred to as _____.

use innovativeness

The external ice cube shoot on Cade's refrigerator door was not working properly. She could hear the ice falling into the shoot, but nothing would come out. She looked inside and realized there was a solid block of ice clogging the shoot, and she couldn't get it loose. Cade decided to use a hair dryer to melt the ice, and it worked. Cade's using a hair dryer in a new way represents _____.

use innovativeness

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

An advertisement for the Honda Civic Hybrid featured gas mileage in the subheading (49 city/51 highway). The copy also noted that owners of this automobile may be eligible for a clean-fuel tax deduction. At the time this ad appeared, gas was over $3.00 per gallon, which made the information important to consumers. This is an example of which type of appeal?

utilitarian appeal

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

Instead of featuring any functional benefits of the product or brand in ads for the iPod, this product was introduced by showing a silhouette of a person dancing with the white earbuds and holding a white iPod MP3 player. Which type of advertising appeal does this illustrate?

value-expressive appeal

Which type of appeal attempts to build a personality for the product or create an image of the product user?

value-expressive appeal

Barry decided he needs a new car, so he started looking at commercials on television and ads in magazines as well as visiting several Web sites. What type of exposure does this represent?

voluntary

Ronald is dissatisfied with a product he has bought. What is the first decision Ronald will make with regard to his dissatisfying situation?

whether or not to take any external action

What is the first decision a dissatisfied customer will make?

whether or not to take any external action

Even if a dissatisfied consumer takes no external action, which of the following is likely?

will have a less favorable attitude toward the store or brand

An advertiser who formats its factual information so that it is easier to process _____.

Consumer Behavior Final Exam

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