Consumer Behavior Test 2
Which of the following is an individual characteristic that influences interpretation? A) expectations B) organization C) changes D) proximity E) clutter
A
Which of the following is considered an individual factor affecting attention? A) motivation B) intensity C) clutter D) attractiveness E) isolation
A
Which of the following is one of the shopping lifestyle segments based on consumer shopping motives? A) Enthusiasts B) Junkies C) Proud Patrons D) Fantasists E) all of the above
A
Which of the following is the FIRST step in the approach for developing situation-based marketing strategies? A) Use observational studies, focus group discussions, depth interviews, and secondary data to discover the various usage situations that influence the consumption of the product. B) Survey a large sample of consumers to better understand and quantify how the product is used and the benefits sought in the usage situation by the market segment. C) Construct a person-situation segmentation matrix. D) Evaluate each cell in terms of potential. E) Develop and implement a marketing strategy for cells that offer sufficient profit potential given your capabilities
A
Which of the following statements is FALSE regarding situational factors affecting attention? A) Motivation and ability are two major situational factors affecting attention. B) In advertising, consumers pay less attention to a commercial in a large cluster of commercials than they do to one in a smaller set. C) Clutter represents the density of stimuli in the environment. D) Program involvement refers to how interested viewers are in the program or editorial content surrounding the ads. E) Clutter and program involvement are two major situational factors affecting attention.
A
Which segment of shoppers is primarily motivated by value, not fun and adventure? A) Minimalists B) Enthusiasts C) Traditionalists D) Gatherers E) Providers
A
Which side of the brain deals with pictorial, geometric, timeless, and nonverbal information without the individual being able to verbally report it? A) right B) left C) front D) back E) top
A
Which type of memory is characterized by the conscious recollection of an exposure event? A) explicit memory B) schematic memory C) implicit memory D) constructed memory E) concrete memory
A
Which type of memory structure is a complex web of associations? A) schema B) image C) script D) iconic E) conceptual
A
_____ refers to the schematic memory of a brand.
A) Brand image
_____ attempts to create an association between a response (e.g., buying a brand) and some outcome (e.g., satisfaction) that serves to reinforce the response.
A) Operant conditioning
_____ occurs when a response to one stimulus is elicited by a similar but distinct stimulus.
A) Stimulus generalization
The willingness to buy a particular product or service is known as _____.
A) a need
Some attitudes serve primarily as a means of organizing beliefs about objects or activities such as brands and shopping, which serves a(n) _____ function.
A) knowledge
Barbara derives the meaning of herself from her relationships with her family. She has never sought a career of her own, and she is most happy when she is "taking care of someone." If her grandchildren do not like what is prepared for dinner, she will make them something else. Which type of self-concept does Barbara have? A) role-based self-concept B) individual self-concept C) interdependent self-concept D) independent self-concept E) connected self-concept
C
Which of the following is a type of cognitive preservation motive? A) need for tension reduction B) teleological need C) need for objectification D) need for stimulation E) need for ego defense
C
Which of the following is considered an outward expression of one's self-concept? A) demographics B) geographics C) lifestyle D) attitudes E) aspirations
C
_____ refers to the capacity of individuals to attend to and process information. A) Intelligence B) IQ C) Ability D) Aptitude E) Motivation
C
_____ refers to the manner in which the message is presented. A) Position B) Isolation C) Format D) Contrast E) Lateralization
C
_____ refers to the process of learning to respond differently to similar but distinct stimuli. A) Stimulus generalization B) Stimulus reasoning C) Stimulus discrimination D) Stimulus contrasting E) Stimulus identification
C
The capacity of STM is thought to be in the range of _____ bits of information.
C) 5 to 9
Which of the following statement is true regarding comparative advertising?
C) Audience characteristics, especially brand loyalty associated with the sponsoring brand, are important.
_____ attempts to create an association between a stimulus (e.g., brand name) and some response (e.g., behavior or feeling).
C) Classical conditioning
A market researcher asked Adam to place an "X" on one of the seven spaces that are placed between several sets of adjectives that best represents how he sees himself on those two opposite adjectives. This is the most common approach to measuring self-concept and is known as _____. A) semantic differentials B) Likert items C) a 100-point constant-sum scale D) nominal variables E) open-ended questions
A
A socially defined occasion that triggers a set of interrelated behaviors that occur in a structured format and that have symbolic meaning is referred to as a _____. A) ritual situation B) momentary condition C) prescriptive D) schema E) holiday
A
Which of the following is used to understand a consumer's cognitive component of attitude?
C) multiattribute attitude model
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 _____. A) third-party endorsement B) testimonial C) two-sided message D) sponsorship E) message frame
A
All those factors particular to a time and place that do not follow from knowledge of the stable attributes of the consumer and the stimulus and that have an effect on current behavior are known as _____. A) situational influence B) motivators C) consumption triggers D) consumption influencers E) motivational influence
A
An experience that surpasses the usual level of intensity, meaningfulness, and richness and produces feelings of joy and self-fulfillment is known as a(n) _____. A) peak experience B) defining moment C) ultimate experience D) ideal experience E) intense experience
A
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) _____. A) cross-promotion B) brand extension C) co-brand D) overlay E) simultaneous promotion
A
Binge drinking among college students can be described as a(n) _____. A) ritual behavior B) socially desirable behavior C) task accomplishing behavior D) antecedent behavior E) value-expressive behavior
A
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? A) exposure B) attention C) interpretation D) memory E) action
A
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 _____. A) zipping B) zapping C) muting D) exposure E) voluntary exposure
A
Clara is shopping with her friend, Jane, when they both went into a drug store. Clara needed to buy medication for hemorrhoids, but she was reluctant to do so in front of Jane. Which emotion was Clara probably experiencing in this situation? A) embarrassment B) shame C) fear D) anger E) disappointment
A
Decisions made by consumers regarding the _____ situation can create significant social problems as well as opportunities for marketers. A) disposition B) purchase C) communication D) expanded usage E) usage
A
Decor, sounds, aromas, lighting, weather, and configurations of merchandise or other materials surrounding the stimulus object are included in which situational characteristic? A) physical surroundings B) social surroundings C) temporal perspectives D) task definition E) antecedent states
A
Every year around the 4th of July, families get together and celebrate a family reunion as well as Independence Day. The Normans, one such family, does this every year, and the party is pretty much the same every year. A cookout is held at one family member's home, and games for the children are played, such as a three-legged race and an egg toss competition. The family that wins the overall competition gets to take home a hideous, but meaningful trophy for that year. This is an example of a _____. A) ritual situation B) momentary condition C) prescriptive D) schema E) social schema
A
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? A) Adaptation level theory B) Dual-coding theory C) Expectation theory D) Wear-out theory E) Over-exposure theory
A
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? A) change beliefs B) shift importance C) add beliefs D) change ideal E) change feelings
A
Giving out candy to children on Halloween, giving chocolate and roses to sweethearts on Valentine's Day, and wearing green and drinking green beer on St. Patrick's Day are all examples of _____. A) ritual situations B) momentary conditions C) prescriptives D) schemas E) social surroundings
A
Graham is a college student who is impulsive and somewhat rebellious. He seeks out variety and excitement, usually looking for something new, offbeat, and risky. Even though he was old enough, he didn't vote in the last presidential election and is not very interested in world events. To which VALS segment does Graham belong? A) Experiencers B) Strivers C) Survivors D) Makers E) Believers
A
If it is literally false that Gardenburger's competitor is not "mushroom in origin" then what category of misleading advertising does this fall into? A) direct false claim B) claim-belief discrepancy C) inferential discrepancy D) interpretation discrepancy E) none of the above
A
In the VALS typology, which primary motivation is characteristic of consumers guided in their choices by their beliefs and principles rather than by feelings or desire for social approval? A) ideals motivation B) achievement motivation C) self-expression motivation D) realist motivation E) focused motivation
A
In which situation do marketers attempt to place their ads in appropriate media contexts to enhance their effectiveness? A) communications B) purchase C) usage D) disposition E) preliminary
A
In which type of motivational conflict must a consumer choose between two attractive alternatives? A) approach-approach B) positive-positive C) win-win D) avoidance-avoidance E) primary-primary
A
Individuals with independent self-concepts tend to be _____. A) autonomous B) holistic C) connected D) obedient E) all of the above
A
Individuals with which type of self-concept are more likely to seek adventure and excitement through travel, sports, and entertainment, to be opinion leaders, and to prefer magazines over TV? A) independents B) interdependents C) self-monitors D) idealists E) doers
A
Jonathon is a career-oriented person who feels in control of his life. He values consensus, predictability, and stability over risk, intimacy, and self-discovery. Convenience and time-saving products and services are important to him and his family due to their hectic lifestyle. To which VALS segment does Jonathon belong? A) Achievers B) Makers C) Believers D) Experiencers E) Innovators
A
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) _____. A) motive B) personality trait C) emotion D) perception E) feeling
A
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 _____. A) cognition B) affection C) ethnocentrism D) uniqueness E) acceptance
A
Maslow's hierarchy of needs includes all EXCEPT which of the following? A) cognition B) physiological C) safety D) belongingness E) esteem
A
Melanie lives in a small city that does not have a lot of the interesting retail stores. She and her two best friends take a trip twice a year to places such as Atlanta, Dallas, and Chicago to go shopping. It's so exciting for them to go in some of the stores because they are so unique, and they have only seen them online or in catalogs. Also, several cities now have lifestyle centers or town centers that are reminiscent of downtown in bygone days. All of the factors such as decor, sounds, aromas, lighting, weather, and configurations of merchandise or other materials surrounding the merchandise that Melanie and her friends make a special trip to experience comprise which situation characteristic? A) physical surroundings B) social surroundings C) temporal perspectives D) task definition E) antecedent states
A
Motives that are known and freely admitted are called _____. A) manifest motives B) latent motives C) objective motives D) acceptable motives E) primary motives
A
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 _____. A) aesthetic appeal B) aspirational appeal C) benefit appeal D) social appeal E) personality appeal
A
One type of motivation research involves showing consumers a product or brand and asking them to name all the benefits that possession or use of that product might provide. Then for each benefit mentioned, the respondent is asked to identify further benefits that the named benefit provides, and this is repeated for each round of benefits until the consumer can no longer identify additional benefits. This technique is known as _____. A) laddering B) probing C) questioning D) third-party techniques E) story completion
A
Organizing individual items into groups of related items that can be processed as a single unit is called _____. A) chunking B) maintenance rehearsal C) zipping D) minimizing E) conditioning
A
Pamela is a consumer that is guided in her choices by her beliefs and principles rather than by feelings or desire for social approval. She tends to purchase products based on functionality and reliability. Which primary motive is guiding Pamela's behavior? A) ideals motivation B) achievement motivation C) self-expression motivation D) realist motivation E) focused motivation
A
Perception is a process that begins with consumer exposure and attention to marketing stimuli and ends with consumer _____. A) interpretation B) attitudes C) action D) acceptance E) behavior
A
Program-length commercials with an 800 number and/or Web address through which to order or request additional information are known as _____. A) infomercials B) direct-to-consumer advertisements C) advertorials D) infotorials E) product placement
A
Renee sat down and did some serious soul searching. She wanted to understand her perception of her self-concept of who she is now. Renee is searching for her _____. A) actual self-concept B) ideal self-concept C) private self-concept D) social self-concept E) present self-concept
A
Robert was studying for an exam and organized lists of things into words that he could remember. For example, he needed to know five creative advertising strategies, and used the first letter of each strategy to form the acronym, AIIEE. He knew what word each letter stood for and then only had to remember this acronym for the exam. What is Robert doing? A) chunking B) maintenance rehearsal C) zipping D) minimizing E) conditioning
A
Segmenting consumers on the basis of their most important attribute or attributes is called _____. A) benefit segmentation B) demographic segmentation C) psychographic segmentation D) attribute segmentation E) utilitarian segmentation
A
Which of the following is a situational factor affecting attention? A) program involvement B) ability C) motivation D) repetition E) isolation
A
Shirley and Bud have been married for almost 50 years, but Shirley can remember their wedding day so clearly. She remembers how happy she felt that day and how wonderful it was to celebrate their marriage with all of their family and friends. She even remembers walking down the aisle, seeing her future husband waiting for her, and her father kissing her as her placed her hand in Bud's. Which type of memory does this represent? A) episodic memory B) primary memory C) accessible memory D) semantic memory E) conditioned memory
A
Simply presenting a brand to an individual on a large number of occasions might make the individual's attitude toward the brand more positive is known as _____. A) mere exposure B) the familiarity effect C) positive exposure D) repetitive exposure E) the saturation effect
A
Smoke detectors, preventive medicines, insurance, retirement investments, seat belts, burglar alarms, and sunscreen are all examples of products to satisfy consumers' _____ needs. A) safety B) self-actualization C) physiological D) belongingness E) esteem
A
Some attitudes serve primarily as a means of organizing beliefs about objects or activities such as brands and shopping, which serves a(n) _____ function. A) knowledge B) value-expressive C) utilitarian D) ego-defensive E) orientation
A
The memory of a sequence of events in which a person participated is called _____. A) episodic memory B) primary memory C) accessible memory D) semantic memory E) conditioned memory
A
The minimum amount that one stimulus can differ from another with the difference still being noticed is referred to as the _____ . A) just noticeable difference B) perceptual difference C) discriminatory difference D) inferential difference E) minimal difference
A
The situation in which consumers receive information has an impact on their behavior and is referred to as the _____ situation. A) communications B) purchase C) usage D) disposition E) preliminary
A
The totality of the individual's thoughts and feelings having reference to himself or herself as an object is known as _____. A) self-concept B) lifestyle C) self-profile D) personal space E) ideal-self
A
Using the toll-free number 1-800-FLOWERS to help consumers remember the phone number is an example of _____. A) chunking B) maintenance rehearsal C) zipping D) minimizing E) conditioning
A
Walker and his wife have two children. They have purchased a new computer for their household every four years or so for almost twenty years. When Walker purchases a new one, usually for him to be able to work at home, one of his children will get the old one. However, they have a few old computers sitting in the attic and garage because Walker doesn't really know how to get rid of them. This is an example of which type of situation? A) disposition situation B) purchase situation C) communications situation D) expanded usage situation E) replacement situation
A
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 _____. A) information overload B) information burnout C) shopping burnout D) giving up E) consumer backlash
A
What are the two basic forms of conditioned learning? A) classical and operant B) classical and iconic C) iconic rote and modeling D) analogy and metaphor E) positive and negative
A
What is the most common measurement approach to measuring self-concept? A) semantic differential B) Likert items C) 100-point constant-sum scale D) nominal variables E) open-ended questions
A
Which of the following is an ancient solemn event marketing the coming of age of a Jewish male? A) bar mitzvah B) bat mitzvah C) Chanukah D) Passover E) Yom Kippur
A
When Honda introduced its Odyssey mini-van, its advertising merely claimed, "It's the Honda of mini-vans." This is an example of _____. A) brand leverage B) brand generalization C) brand discrimination D) brand substitute E) brand complement
A
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 _____. A) affective interpretation B) consumer inference C) cognitive interpretation D) perceptual interpretation E) perceptual relativity
A
When considering consumers' ideal levels of performance on attributes when using a multiattribute attitude model, which attitude index is best? A) 0 B) 25 C) 50 D) 100 E) over 100
A
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? A) short-term memory B) long-term memory C) primary memory D) secondary memory E) transient memory
A
Which construct represents an unobservable inner force that stimulates and compels a behavioral response and provides specific direction to that response? A) motive B) personality C) emotion D) perception E) feeling
A
Which dimension of self-concept refers to the individual's perception of who I am now? A) actual self-concept B) ideal self-concept C) private self-concept D) social self-concept E) present self-concept
A
Which of the following are components of the physical environment? A) colors, aromas, music, and crowding B) normal and expanded usage C) utilitarian and hedonic product characteristics D) moods and momentary conditions E) internal and external influences
A
Which of the following is FALSE regarding ad avoidance? A) Females are more likely to avoid ads than males. B) High levels of advertising clutter increase ad avoidance. C) Higher social classes avoid ads more than lower social classes. D) Hectic lifestyles increase ad avoidance. E) Younger consumers avoid ads more than older consumers.
A
Which of the following is NOT a consumption response? A) task definition B) problem recognition C) purchase D) disposition E) alternative evaluation
A
Which of the following is NOT a specific learning theory? A) schematic B) operant C) iconic rote D) vicarious/modeling E) reasoning/analogy
A
Which of the following is a major PRIZM social group? A) urban B) family life C) mature years D) younger years E) all of the above
A
Which of the following is a motivational state caused by consumer perceptions that a product, brand, or advertisement is relevant or interesting? A) involvement B) need C) want D) desire E) action
A
Which of the following is a negative emotion influenced by both the product (e.g., hearing aids, feminine hygiene products) and the situation? A) embarrassment B) shame C) fear D) anger E) disappointment
A
Which type of processing involves the recall and mental manipulation of sensory images, including sight, smell, taste, and tactile (touch) sensations? A) imagery processing B) mental processing C) episodic processing D) transient processing E) conditioned processing
A
Whole Foods Supermarkets have been described as down-to-earth, honest, wholesome, and cheerful. Which dimension of brand personality does this represent? A) sincerity B) excitement C) competence D) sophistication E) ruggedness
A
Why are the SAM and adSAM measures effective across cultures? A) because the pictorial representations don't require translation or alteration B) because the numerical representations don't require translation or alteration C) because they are based on emotions D) because they are based on attitudes E) because the musical representations do not include lyrics
A
With respect to the specific lifestyle scheme developed by Porsche, which segment of consumers is ambitious and driven, values power and control, and expects to be noticed? A) Top Guns B) Elitists C) Proud Patrons D) Bon Vivants E) Fantasists
A
With respect to the typology of service environments, a bank would be categorized as _____. A) utilitarian B) personal C) hedonic D) tangible E) moderate
A
_____ 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. A) Rhetorical figures B) Proximity C) Ambush marketing D) Contextual figures E) Affective interpretation
A
_____ is the emotional or feeling response triggered by a stimulus such as an ad. A) Affective interpretation B) Consumer inference C) Cognitive interpretation D) Perceptual interpretation E) Perceptual relativity
A
_____ is the total accumulation of prior learning experiences. A) Memory B) Brand image C) Brand equity D) Information processing E) Positioning
A
_____ meaning is the conventional meaning assigned to a word such as found in the dictionary. A) Semantic B) Psychological C) Cognitive D) Affective E) Seminal
A
_____ occurs when a response to one stimulus is elicited by a similar but distinct stimulus. A) Stimulus generalization B) Stimulus reasoning C) Stimulus discrimination D) Stimulus contrasting E) Stimulus identification
A
_____ occurs when the stimulus activates one or more sensory receptor nerves, and the resulting sensations go to the brain for processing. A) Attention B) Perception C) Exposure D) Interpretation E) Selection
A
_____ refers to the schematic memory of a brand. A) Brand image B) Brand equity C) Brand leverage D) Brand position E) Brand benefit
A
subliminal
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. A) subversive B) sublingual C) lateralized D) subliminal E) unfocused
younger consumers
A study by WPP Group suggests which group of consumers are the most likely to consider buying products they see in movies? A) males B) females C) younger consumers D) older consumers E) gay consumers
When considering consumers' ideal levels of performance on attributes when using a multiattribute attitude model, which attitude index is best?
A) 0
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 _____.
A) aesthetic appeal
In which type of motivational conflict must a consumer choose between two attractive alternatives?
A) approach-approach
Why are the SAM and adSAM measures effective across cultures?
A) because the pictorial representations don't require translation or alteration
Segmenting consumers on the basis of their most important attribute or attributes is called _____.
A) benefit segmentation
When Honda introduced its Odyssey mini-van, its advertising merely claimed, "It's the Honda of mini-vans." This is an example of _____.
A) brand leverage
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?
A) change beliefs
Organizing individual items into groups of related items that can be processed as a single unit is called _____.
A) chunking
Robert was studying for an exam and organized lists of things into words that he could remember. For example, he needed to know five creative advertising strategies, and used the first letter of each strategy to form the acronym, AIIEE. He knew what word each letter stood for and then only had to remember this acronym for the exam. What is Robert doing?
A) chunking
Using the toll-free number 1-800-FLOWERS to help consumers remember the phone number is an example of _____.
A) chunking
What are the two basic forms of conditioned learning?
A) classical and operant
Coca-Cola does not advertise during the evening news because the marketer does not want the often negative information reported on the news to create a negative feeling toward the brand. Which type of learning creates an association between the brand and some response?
A) classical conditioning
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 _____.
A) cognition
Maslow's hierarchy of needs includes all EXCEPT which of the following?
A) cognition
Shirley and Bud have been married for almost 50 years, but Shirley can remember their wedding day so clearly. She remembers how happy she felt that day and how wonderful it was to celebrate their marriage with all of their family and friends. She even remembers walking down the aisle, seeing her future husband waiting for her, and her father kissing her as her placed her hand in Bud's. Which type of memory does this represent?
A) episodic memory
The memory of a sequence of events in which a person participated is called _____.
A) episodic memory
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?
A) explicit memory
Which type of memory is characterized by the conscious recollection of an exposure event?
A) explicit memory
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?
A) extroversion
Which type of processing involves the recall and mental manipulation of sensory images, including sight, smell, taste, and tactile (touch) sensations?
A) imagery processing
Which of the following is a motivational state caused by consumer perceptions that a product, brand, or advertisement is relevant or interesting?
A) involvement
One type of motivation research involves showing consumers a product or brand and asking them to name all the benefits that possession or use of that product might provide. Then for each benefit mentioned, the respondent is asked to identify further benefits that the named benefit provides, and this is repeated for each round of benefits until the consumer can no longer identify additional benefits. This technique is known as _____.
A) laddering
Motives that are known and freely admitted are called _____.
A) manifest motives
Simply presenting a brand to an individual on a large number of occasions might make the individual's attitude toward the brand more positive is known as _____.
A) mere exposure
A consumer who buys a product because a close friend bought one may be fulfilling a _____ motivation.
A) modeling
The energizing force that activates behavior and provides purpose and direction to that behavior is known as _____.
A) motivation
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) _____.
A) motive
Which construct represents an unobservable inner force that stimulates and compels a behavioral response and provides specific direction to that response?
A) 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?
A) multiattribute attitude model
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?
A) need for stimulation
Smoke detectors, preventive medicines, insurance, retirement investments, seat belts, burglar alarms, and sunscreen are all examples of products to satisfy consumers' _____ needs.
A) safety
Which type of memory structure is a complex web of associations?
A) schema
Which of the following is NOT a specific learning theory?
A) schematic
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?
A) short-term memory
Whole Foods Supermarkets have been described as down-to-earth, honest, wholesome, and cheerful. Which dimension of brand personality does this represent?
A) sincerity
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?
A) source credibility
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 _____.
A) third-party endorsement
will increase the chances that their information is perceived to be true
An advertiser who formats its factual information so that it is easier to process _____. A) is tapping into the isolation effect B) is basing their strategy on figure-ground theory C) is utilizing adaptation level theory D) will increase the chances that their information is perceived to be true E) none of the above
decreases, increases
Attention generally _____ across repeated exposures, and repetition often _____ recall. A) increases; decreases B) decreases; increases C) remains constant; decreases D) remains constant; increases E) increases; increases
a, b, and c
Attention is determined by which factor? A) the stimulus B) the individual C) the situation D) a and b E) a, b, and c
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 _____. A) zipping B) advertising wearout C) interference D) pulsing E) poor positioning
B
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? A) explicit memory B) implicit memory C) scripted memory D) suppressed memory E) subliminal memory
B
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? A) celebrity endorsers B) user imagery C) pace of the ad D) media outlet E) all of the above
B
Advertisements or sales messages in which only one point of view is expressed are referred to as _____. A) biased messages B) one-sided messages C) two-sided messages D) utilitarian appeals E) noncomparative ads
B
After experiencing a major earthquake in California, Tina often felt powerless and helpless. This caused her to be fearful and anxious, which sometimes made her panicked. Which dimension of emotions is Tina experiencing? A) arousal B) dominance C) negative D) uncontrollable E) destructive
B
An advertising theme such as "Serve Pepsi to your friends, they'll love you for it" is most likely based on _____ motivation. A) tension reduction B) affiliation C) modeling D) expression E) none of the above
B
Atmosphere is referred to as _____ when describing a service business such as a hospital, bank, or restaurant. A) landscape B) servicescape C) ambiance D) environment E) servqual
B
Attention generally _____ across repeated exposures, and repetition often _____ recall. A) increases; decreases B) decreases; increases C) remains constant; decreases D) remains constant; increases E) increases; increases
B
Bob is a consumer that strives for a clear social position and is strongly influenced by the actions, approval, and opinions of others. He drives an expensive automobile, and only buys brands of clothing that are considered "status symbols." Which primary motivation is driving Bob's behavior? A) ideals motivation B) achievement motivation C) self-expression motivation D) realist motivation E) focused motivation
B
Carla and her family lost their home and everything in it in to a fire. People would console her by saying that at least her family was not harmed and that everything else can be replaced. She would reply, "I know it was just stuff, but it was our stuff and was special to us." This is reflecting Carla's _____. A) self-concept B) extended self C) past self D) ideal self E) personal self
B
Carmen is double majoring in fashion merchandising and graphic design in college. When she graduates, she wants to design the physical environment of retail stores, particularly those in women's fashions. She wants to create environments that create specific mood responses in shoppers. Which field best describes what Carmen wants to do? A) architecture B) retail atmospherics C) art D) graphic design E) marketing
B
Charles was examining his perception of himself as whom he would like to be. Charles is examining his _____. A) actual self-concept B) ideal self-concept C) private self-concept D) social self-concept E) present self-concept
B
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. A) stimulus characteristics B) contextual cues C) situational organization D) stimulus cues E) stimulus traits
B
Consumers driven by which primary motivation strive for a clear social position, are strongly influenced by the actions, approval, and opinions of others, and tend to purchase status symbols? A) ideals motivation B) achievement motivation C) self-expression motivation D) realist motivation E) focused motivation
B
Eric is 25 years old and has a favorable attitude toward drinking alcohol. However, he knows that he should not drink and drive, so he always makes sure that someone in his group is the designated driver. Which theory can explain his behavior? A) cognitive dissonance theory B) theory of reasoned action C) elaboration likelihood model D) attribution theory E) noncompensatory theory
B
Features of the individual person that are not lasting characteristics, such as momentary moods or conditions, are called _____. A) personality B) antecedent states C) context effects D) task definition E) self-concept
B
For which type of products can affect, emotions, and Aad play a role in more conscious, high-involvement settings? A) durable products B) hedonic products C) services D) high-price products E) nondurable products
B
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? A) safety B) self-actualization C) physiological D) belongingness E) esteem
B
Gertrude is very environmentally-conscious, so she only uses paper bags at the grocery store and tries to purchase items in packages that are recyclable. Her behavior concerns which type of situation? A) socially sensitive situation B) disposition situation C) usage situation D) purchase situation E) communications situation
B
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 _____. A) stubbornness B) consumer ethnocentrism C) sincerity D) consumer culturalism E) patriotism
B
High-involvement learning often involves _____. A) classical conditioning B) analytical reasoning C) iconic rote learning D) all of the above E) none of the above
B
In the United States, a man usually gives a woman a diamond ring for her to wear on her left-hand ring finger when they become engaged to be married. However, one diamond distributor has developed the idea that women should wear diamonds on their right hands as well. Marketing communications regarding the Diamond Right Hand Ring stress the independence of women and their ability to buy a diamond for themselves. One ad claims that a diamond on a left hand says "we," while a diamond on the right hand says "me." This diamond distributor is attempting to _____. A) influence the competitive situation B) expand the usage situation C) reduce the disposition situation D) influence the social surroundings E) influence the temporal perspective
B
Individuals with which type of self-concept are more likely to engage in home and domestic-related activities and entertainment including cooking at home and from scratch? A) independents B) interdependents C) self-monitors D) idealists E) doers
B
James is giving his cousin, Conor, a new video game for his birthday. Which of the following is the most likely reason James is giving this gift? A) he is required to do so B) it is a ritualized consumption experience C) to elicit return favors D) as a return favor E) because he hopes the receiver will share the gift
B
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? A) cognitive B) affective C) behavioral D) latent E) manifest
B
Jessica and her friends are 16 years old like to shop at Aeropostale, which is a clothing store targeted to teens and young adults. They like to go in that store because there are usually some pretty cute guys working and shopping there. Even though there are some parents shopping with their teens, the other customers are usually teens like themselves. The other individuals present in this store represent the _____. A) servicescape B) social surroundings C) physical surroundings D) store atmosphere E) temporal perspective
B
John is watching a football game on TV when a commercial comes on. He doesn't want to see it, so he grabs the remote control and changes the channel. What is John doing to avoid the advertising message? A) zipping B) zapping C) muting D) avoiding E) grazing
B
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? A) need for stimulation B) teleological need C) utilitarian need D) need for tension reduction E) need for objectification
B
Learning a concept or the association between two or more concepts in the absence of conditioning is known as _____. A) operant learning B) iconic rote learning C) vicarious learning D) modeling E) analytical reasoning
B
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 _____. A) preferred set B) evoked set C) priority set D) accessible set E) primary set
B
Many consumers associate Mercedes automobiles with status, luxury, quality engineering, and high price. This is an example of Mercedes' _____. A) brand equity B) brand image C) brand leverage D) brand position E) brand identity
B
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 _____. A) stimulus discrimination B) stimulus generalization C) stimulus confusion D) stimulus similarity E) stimulus deception
B
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? A) affective B) cognitive C) factual D) behavioral E) utilitarian
B
Nicholas is examining consumers' responses for themes and key concepts, which is referred to as content analysis. Which type of motivation research technique is Nicholas using? A) word association B) analysis and use C) picture response D) story completion E) successive word association
B
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? A) approach-approach B) approach-avoidance C) avoidance-avoidance D) acceptable-unacceptable E) unacceptable-acceptable
B
SAM (Self-Assessment Manikin) is used to assess which component of attitude? A) cognitive B) affective C) behavioral D) orientation E) personality
B
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 _____. A) inferential variables B) quality signals C) just noticeable difference cues D) sensory cues E) choice determinants
B
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) co-branding B) a brand extension C) a brand inference D) repetition E) quality signals
B
Stan was feeling very tired and hungry in the mid-afternoon, so he ate a Snickers candy bar. Stan is attempting to manage his _____. A) personality traits B) momentary condition C) mood D) self-concept E) daily ritual
B
The more often a response is reinforced, the more likely it will be repeated in the future as consumers learn that the response is associated with a positive outcome is the basic premise of which type of learning? A) classical conditioning B) operant conditioning C) iconic learning D) vicarious learning E) reinforced learning
B
The other individuals present in the particular situation are referred to as the _____. A) servicescape B) social surroundings C) physical surroundings D) store atmosphere E) temporal perspective
B
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? A) Change consumers' beliefs about attributes of his restaurant. B) Use positive music in their advertisements so that over time consumers will transfer the positive affect associated with the music to the restaurant. C) Convince consumers that an attribute for which this restaurant is strong is more important than other attributes consumers consider for this product category. D) Inform consumers that delivery is now available. E) Offer coupons to get consumers to visit the restaurant.
B
The physiological ability of an individual to distinguish between similar stimuli is called _____. A) just noticeable difference B) sensory discrimination C) consumer inference D) closure E) expectations
B
The purchase decision and consumption process always occur in the context of _____. A) others B) a specific situation C) marketing communications D) an extended decision-making process E) a social surrounding
B
The size, shape, and color are specific _____ of the stimulus that can affect interpretation. A) cues B) traits C) elements D) contextual cues E) signals
B
The source of a communication represents _____. A) "how" a message is communicated B) "who" delivers the message C) the "what" of the message D) the "when" of the message E) the "where" of the message
B
Toyota offers a hybrid version of its popular Highlander mid-sized SUV. The advertising for this car features the positive benefits of owning a hybrid, but it fails to mention that the Hybrid is considerably more expensive than the conventional version of the model. This is an example of a(n) _____. A) biased message B) one-sided message C) two-sided message D) positive appeal E) comparative ad
B
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 _____. A) product positioning B) product repositioning C) brand extension D) brand leveraging E) brand revival
B
What are two important long-term memory structures? A) primary and secondary B) schema and scripts C) semantic and conceptual D) conceptual and imagery E) iconic and vicarious
B
What is the premise underlying geo-demographic analyses? A) Age is the primary factor influencing lifestyle. B) Lifestyle, and thus consumption, is largely driven by demographic factors. C) Lifestyle, and thus consumption, is largely driven by education. D) Lifestyle cannot be measured, that is why geographic and demographic variables are analyzed. E) Lifestyle, and thus consumption, is based on primary motivations and resources.
B
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. A) semantic B) psychological C) cognitive D) affective E) seminal
B
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. A) latent B) manifest C) acceptable D) primary E) identifiable
B
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? A) operant learning B) vicarious learning C) shaping D) analytical reasoning E) iconic rote learning
B
When orange juice attempted to expand the various times of day when consumers would see orange juice as an appropriate beverage to consume, they were trying to influence which situation? A) communication B) usage C) purchase D) disposition E) all of the above
B
Which VALS segment of consumers is style conscious and trendy, has limited education, narrow interests, and money defines success for them? A) Experiencers B) Strivers C) Survivors D) Makers E) Believers
B
Which component of attitudes consists of a consumer's beliefs about an object? A) affective B) cognitive C) factual D) behavioral E) utilitarian
B
Which core trait in the Five-Factor Model of personality is manifested by an individual being moody, temperamental, and touchy? A) introversion B) instability C) sulkiness D) conscientiousness E) agreeableness
B
Which dimension of self-concept refers to the individual's perception of who I would like to be? A) actual self-concept B) ideal self-concept C) private self-concept D) social self-concept E) future self-concept
B
Which emotion would be classified under the "arousal" dimension of emotion? A) duty B) distraction C) guilt D) shame E) disgust
B
Which function of attitudes serves to express an individual's central values and self-concept? A) knowledge function B) value-expressive function C) utilitarian function D) ego-defensive function E) orientation function
B
Which global lifestyle segment values duty, tradition, faith, obedience, and respect for elders? A) Strivers B) Devouts C) Altruists D) Intimates E) Creatives
B
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? A) need for stimulation B) need for identification C) need or objectification D) teleological need E) need for expression
B
Which of Maslow's needs involves the desire for self-fulfillment, to become all that one is capable of becoming? A) safety B) self-actualization C) physiological D) belongingness E) esteem
B
Which of the following are abstractions of reality that capture the meaning of an item in terms of other concepts? A) imagery B) concepts C) episodes D) semantics E) schema
B
Which of the following is NOT a step in the information-processing model? A) exposure B) comparison C) attention D) interpretation E) memory
B
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? A) involvement B) brand familiarity C) brand equity D) contrast E) interestingness
B
Which of the following is considered a stimulus factor affecting attention? A) clutter B) position C) motivation D) ability E) all of the above
B
Which of the following is true regarding value-expressive versus utilitarian appeals? A) Utilitarian appeals attempt to build a personality for the product or create an image of the product user. B) Utilitarian appeals are most effective for functional products. C) Products serve either a utilitarian purpose or a value-expressive purpose but not both. D) For value-expressive products, banner ads on Web sites serve primarily to transport consumers to the more detailed target ads or sites. E) all of the above
B
Which of the following occurs when a company provides financial support for an event such as the Olympics or a concert? A) third-party endorsement B) sponsorship C) celebrity endorsement D) source credibility E) two-sided message
B
Which of the following reflects temporary states of being rather than temporary states of mind? A) moods B) momentary conditions C) task definition D) personality traits E) self-concept
B
Which of the following reflects the relatively stable behavioral tendencies that individuals display across a variety of situations? A) motivation B) personality C) emotion D) perception E) needs
B
Which of the following services would be classified as having an extended hedonic consumption purpose? A) bank B) cruise C) business dinner D) exercise class E) theater
B
Which of the following statements adequately reflects the concept of attitude component consistency? A) All three attitude components do not change over time. B) A change in one attitude component tends to produce related changes in the other components. C) The three attitude components operate independently from each other, so a change in one component does not necessarily mean the others will change. D) All three attitude components are equal in their influence on one's attitude. E) Each component is equally important regardless of the situation.
B
Which of the following statements is FALSE regarding self-concept and culture? A) The self-concept is important in all cultures. B) Those aspects of the self that are most valued and most influence consumption and other behaviors do not vary across cultures. C) An independent construal of the self is based on the predominant Western cultural belief that individuals are inherently separate. D) An interdependent construal of the self is based on the common Asian cultural belief in the fundamental connectedness of human beings. E) all of the above are true
B
Which portion of total memory is devoted to permanent information storage? A) short-term memory B) long-term memory C) primary memory D) secondary memory E) established memory
B
Which set of motives deals with our need to determine who or what causes the things that happen to us? A) need for consistency B) need for attribution C) need to categorize D) need for objectification E) need for autonomy
B
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? A) right B) left C) front D) back E) top
B
Which term is used to refer to the liking/disliking aspect of a specific feeling? A) emotion B) affect C) hedonic D) cognition E) valence
B
Which theory holds that behavioral intentions are based on a combination of the attitude toward a specific behavior, the social or normative beliefs about the appropriateness of the behavior, and the motivation to comply with the normative beliefs? A) cognitive dissonance theory B) theory of reasoned action C) elaboration likelihood model D) attribution theory E) noncompensatory theory
B
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? A) classical conditioning B) operant conditioning C) iconic conditioning D) vicarious conditioning E) reinforced conditioning
B
Which type of industry has developed around the use of ambient scents? A) professional scenting B) environmental fragrancing C) scent motivation D) environmental creationism E) environmental construction
B
Which type of learning encompasses all the mental activities of humans as they work to solve problems or cope with situations? A) conditioning B) cognitive learning C) affective learning D) shaping E) conscious learning
B
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? A) short-term memory B) long-term memory C) primary memory D) secondary memory E) episodic memory
B
Which type of reasoning allows consumers to use an existing knowledge base to understand a new situation or object? A) operant reasoning B) analogical reasoning C) cognitive reasoning D) affective reasoning E) conscious reasoning
B
_____ indicates motivation or interest in a specific product category, and it can be temporary or enduring. A) Ability B) Product involvement C) Cognition D) Focused attention E) Interest
B
_____ is separating a stimulus object from other objects. A) Positioning B) Isolation C) Formatting D) Contrasting E) Lateralization
B
_____ 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. A) Semantic B) Psychological C) Cognitive D) Affective E) Seminal
B
_____ motives deal with the need to reach satisfying feeling states and to obtain personal goals. A) Cognitive B) Affective C) Preservation-oriented D) Advancement-oriented E) Safety-oriented
B
_____ refers to presenting one of two equivalent value outcomes either in positive or gain terms or in negative or loss terms. A) Message sidedness B) Message framing C) Benefit segmentation D) Positive/negative message E) Priming
B
_____ refers to the fact that stimuli positioned close together are perceived as belonging to the same category. A) Organization B) Proximity C) Closeness D) Closure E) Affect
B
_____ represents the density of stimuli in the environment. A) Program involvement B) Clutter C) Repetition D) Intensity E) Isolation
B
The source of a communication represents _____.
B) "who" delivers the message
Which of the following statements adequately reflects the concept of attitude component consistency?
B) A change in one attitude component tends to produce related changes in the other components.
_____ motives deal with the need to reach satisfying feeling states and to obtain personal goals.
B) Affective
Any change in the content or organization of long-term memory or behavior is known as _____.
B) Learning
_____ refers to presenting one of two equivalent value outcomes either in positive or gain terms or in negative or loss terms.
B) Message framing
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?
B) Use positive music in their advertisements so that over time consumers will transfer the positive affect associated with the music to the restaurant.
Which of the following is true regarding value-expressive versus utilitarian appeals?
B) Utilitarian appeals are most effective for functional products.
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 _____.
B) advertising wearout
Which term is used to refer to the liking/disliking aspect of a specific feeling?
B) affect
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?
B) affective
SAM (Self-Assessment Manikin) is used to assess which component of attitude?
B) affective
An advertising theme such as "Serve Pepsi to your friends, they'll love you for it" is most likely based on _____ motivation.
B) affiliation
Which type of reasoning allows consumers to use an existing knowledge base to understand a new situation or object?
B) analogical reasoning
Nicholas is examining consumers' responses for themes and key concepts, which is referred to as content analysis. Which type of motivation research technique is Nicholas using?
B) analysis and use
High-involvement learning often involves _____.
B) analytical reasoning
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?
B) approach-avoidance
Many consumers associate Mercedes automobiles with status, luxury, quality engineering, and high price. This is an example of Mercedes' _____.
B) brand image
Which component of attitudes consists of a consumer's beliefs about an object?
B) cognitive
Which type of learning encompasses all the mental activities of humans as they work to solve problems or cope with situations?
B) cognitive learning
Which of the following are abstractions of reality that capture the meaning of an item in terms of other concepts?
B) concepts
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 _____.
B) consumer ethnocentrism
Which emotion would be classified under the "arousal" dimension of emotion?
B) distraction
After experiencing a major earthquake in California, Tina often felt powerless and helpless. This caused her to be fearful and anxious, which sometimes made her panicked. Which dimension of emotions is Tina experiencing?
B) dominance
Brands in the schematic memory that come to mind (are recalled) for a specific problem or situation are known as the _____.
B) 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 _____.
B) evoked set
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?
B) excitement
For which type of products can affect, emotions, and Aad play a role in more conscious, high-involvement settings?
B) hedonic products
Learning a concept or the association between two or more concepts in the absence of conditioning is known as _____.
B) iconic rote learning
Which core trait in the Five-Factor Model of personality is manifested by an individual being moody, temperamental, and touchy?
B) instability
Which portion of total memory is devoted to permanent information storage?
B) 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?
B) long-term memory
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.
B) manifest
Which set of motives deals with our need to determine who or what causes the things that happen to us?
B) need for attribution
Toyota offers a hybrid version of its popular Highlander mid-sized SUV. The advertising for this car features the positive benefits of owning a hybrid, but it fails to mention that the Hybrid is considerably more expensive than the conventional version of the model. This is an example of a(n) _____.
B) one-sided message
Advertisements or sales messages in which only one point of view is expressed are referred to as _____.
B) one-sided messages
Changing behavior prior to changing affect or cognition is based primarily on _____.
B) operant conditioning
The more often a response is reinforced, the more likely it will be repeated in the future as consumers learn that the response is associated with a positive outcome is the basic premise of which type of learning?
B) 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?
B) operant conditioning
Which of the following reflects the relatively stable behavioral tendencies that individuals display across a variety of situations?
B) personality
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 _____.
B) product repositioning
What are two important long-term memory structures?
B) schema and scripts
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?
B) self-actualization
Which of Maslow's needs involves the desire for self-fulfillment, to become all that one is capable of becoming?
B) self-actualization
Which of the following occurs when a company provides financial support for an event such as the Olympics or a concert?
B) sponsorship
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 _____.
B) stimulus generalization
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?
B) teleological need
Eric is 25 years old and has a favorable attitude toward drinking alcohol. However, he knows that he should not drink and drive, so he always makes sure that someone in his group is the designated driver. Which theory can explain his behavior?
B) theory of reasoned action
Which theory holds that behavioral intentions are based on a combination of the attitude toward a specific behavior, the social or normative beliefs about the appropriateness of the behavior, and the motivation to comply with the normative beliefs?
B) theory of reasoned action
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?
B) user imagery
Which function of attitudes serves to express an individual's central values and self-concept?
B) value-expressive function
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?
B) vicarious learning
A closed-in feeling created by a crowded store will result in adaptive strategies that could _____. A) lengthen shopping time, shorten purchases, and increase the use of in-store information B) shorten shopping time, increase purchases, and decrease the use of in-store information C) reduce shopping time, reduce purchases, and alter the use of in-store information D) reduce shopping time, reduce purchases, and greatly increase the use of in-store information E) none of the above
C
A learned predisposition to respond in a consistently favorable or unfavorable manner with respect to a given object is known as a(n) _____. A) belief B) emotion C) attitude D) cognition E) attribute
C
A long-running television commercial for Dial soap would show an individual in various situations with other people (e.g., car pool or elevator). This individual would join the others and look around, appearing to be in discomfort. Then a voice over would say, "Aren't you glad you used Dial...don't you wish everyone did?" Which type of appeal does this illustrate? A) one-sided message B) two-sided message C) fear appeal D) third-party endorsement E) comparative ad
C
A person who shops a nicer store than normal because he or she is buying a gift is influenced by the _____ characteristic of the situation. A) physical surroundings B) antecedent state C) task definition D) temporal perspective E) none of the above
C
A study by WPP Group suggests which group of consumers are the most likely to consider buying products they see in movies? A) males B) females C) younger consumers D) older consumers E) gay consumers
C
A substantial amount of brand switching when the current brand is satisfactory may be explained by the _____ motive. A) expression B) reinforcement C) stimulation D) affiliation E) none of the above
C
A television commercial for Senseo brand of coffee maker that can make coffee similar to what consumers purchase at coffee shops (e.g., Starbucks) encourages viewers to remember the experience of drinking their favorite coffee drinks at these types of shops. This coffee maker allows consumers to experience that sensation at home. What is this marketer trying to encourage? A) maintenance rehearsal B) chunking C) elaborative activities D) conceptualization E) conditioning
C
Action-oriented consumers that strive to express their individuality through their choices and purchase experiences are driven by which primary motivation? A) ideals motivation B) achievement motivation C) self-expression motivation D) realist motivation E) focused motivation
C
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? A) need for consistency B) need for attribution C) need to categorize D) need for objectification E) need for autonomy
C
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? A) primary route B) secondary route C) central route D) peripheral route E) direct route
C
American Sports Data, Inc., which examines trends in sports, found that _____. A) traditional sports are becoming more popular B) team sports are rooted in "fierce individualism" C) the values underlying extreme sports are very different from those of traditional team sports D) extreme sports were experiencing a growing fan base particularly among young women E) extreme sports are just a fad
C
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? A) involuntary B) non-voluntary C) voluntary D) selective E) considered
C
Before doing most things, Erin considers what others will think of her actions and how her behavior will affect them. Others' opinions and feelings really matter to her, more so than most people she knows. Erin is an example of a(n) _____. A) independent B) thinker C) high self-monitor D) low self-monitor E) conspicuous consumer
C
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 _____. A) product placement B) zoned banners C) smart banners D) smart placements E) behavioral ads
C
Carl is young and single. He has a high school education and works at a construction job. He lives in a tiny apartment. Even though he doesn't have a high income, he tries to live an active life attending sporting events, and sometimes he brings a date with him. He eats fast food almost every day and likes to go fishing on his days off. To which PRIZM group does Carl belong? A) Young Digerati B) Bohemian Mix C) Young & Rustic D) Big Fish, Small Pond E) Minimalists
C
Carmen was participating in a psychographic study, and several questions pertained to activities and interests. Questions regarding this aspect of lifestyle include which of the following? A) evaluative statements about other people, places, ideas, products, and so forth B) widely held beliefs about what is acceptable or desirable C) nonoccupational behaviors to which consumers devote time and effort, such as hobbies, sports, public service, and church D) age, education, income, occupation, family structure, ethnic background, gender, and geographic location E) specific media the consumers utilize
C
Clark and his family normally live paycheck to paycheck. However, this month, they found themselves with a little extra money, so they decided to go out to a nice restaurant and to a movie. This is an example of the antecedent state of _____. A) positive mood B) good luck C) momentary conditions D) optimism E) hedonism
C
Consumers who place heavy weight on the opinions and feelings of others are called _____. A) independents B) interdependents C) high self-monitors D) low self-monitors E) conspicuous consumers
C
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 _____. A) physiological differentiation B) psychological differentiation C) affect intensity D) cognitive intensity E) psychological intensity
C
Feelings or emotional reactions to an object reflect the _____ component of an attitude. A) knowledge B) cognitive C) affective D) behavioral E) orientation
C
For which type of product is self-image congruity likely to matter more? A) vacuum B) laundry detergent C) perfume D) paper towel E) lawn mower
C
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? A) truthful message B) one-sided message C) two-sided message D) negative/positive message E) balanced message
C
High-involvement learning often involves _____. A) classical conditioning B) iconic rote learning C) operant conditioning D) all of the above E) none of the above
C
How did Johnson & Johnson hope to reposition St. Joseph's Aspirin? A) as the best source of arthritis pain relief in adults B) as the best source of pain relief in children C) as the best source for a low-dosage aspirin regime to reduce the risk of heart attacks and strokes in adults D) as the best source of fever reduction in children E) as the best source of pain relief in adult migraine headache sufferers
C
How does mere exposure enhance attitudes? A) by changing beliefs B) by adding beliefs C) through enhanced familiarity D) through shifting importance E) by changing perceptions of the ideal
C
In Maslow's hierarchy of needs, food, water, sleep, and to an extent, sex, are considered _____ motives. A) safety B) self-actualization C) physiological D) belongingness E) esteem
C
In an attempt to alter consumers' cognitive component of their attitude toward Pepsi brand of cola, a freshness date was added on the cans. Pepsi wanted consumers to consider this attribute that was never a consideration before. Pepsi was using which strategy to alter the cognitive structure of a consumer's attitude? A) change beliefs B) shift importance C) add beliefs D) change ideal E) change feelings
C
In conditioned learning, forgetting is often referred to as _____. A) decay B) deconditioning C) extinction D) failure E) retrieval failure
C
Individuals with which type of self-concept tend to be obedient, sociocentric, holistic, connected, and relation oriented? A) group self-concept B) individual self-concept C) interdependent self-concept D) independent self-concept E) connected self-concept
C
Jennifer sees herself as a loving, caring mother and wife. She also sees herself as an accomplished professional. Finally, she sees herself as a good citizen and devoutly religious person who takes the concerns of others seriously and tries to make the world a better place for those less fortunate than she and her family. This totality of Jennifer's thoughts and feelings about herself is known as her _____. A) inner peace B) inner self C) self-concept D) personal identity E) self-identity
C
John is a salesman and gave one of his customers an expensive watch. Which of the following is the most likely reason John gave this gift? A) social expectations B) it is a ritualized consumption experience C) to elicit a return favor D) it is a business requirement E) as an expression of loving and caring
C
Josh is in elementary school, and he has learned that when he gets good grades and behavior reports, his parents are really proud of him and reward him. So he has developed a favorable attitude toward behaving and doing well in school. This attitude is serving which function? A) knowledge function B) value-expressive function C) utilitarian function D) ego-defensive function E) orientation function
C
Kerri is searching within herself and trying to determine how she would like to be to herself. Kerri is seeking her _____. A) actual self-concept B) ideal self-concept C) private self-concept D) social self-concept E) present self-concept
C
Kimberly-Clark is interested in mothers' emotional reactions to their Huggies brand of disposable diapers, which usually have popular characters or cute designs printed on them. Which component of attitude is Kimberly-Clark interested in? A) knowledge B) cognitive C) affective D) behavioral E) orientation
C
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? A) security B) self-actualization C) physiological D) belongingness E) esteem
C
Marcie will soon be 50 years old, so to pamper herself, she decided to get a massage. With respect to the typology of service environments, this type of service would be categorized as _____. A) utilitarian B) personal C) hedonic D) intangible E) moderate
C
Marty is an action-oriented consumer, and he strives to express his individuality through his choices. He purchases products and services for the experience they can provide him rather than what they might say about him to others. Which primary motivation is guiding Marty's behavior? A) ideals motivation B) achievement motivation C) self-expression motivation D) realist motivation E) focused motivation
C
Mike is the owner of a restaurant that also has a bar. Based on research that studied the impact of background music on restaurant patrons, what can Mike expect if he uses slow music in his establishment? A) faster service time B) customers spend less time at a table C) larger amount of bar purchases D) significantly more (i.e., 50% or more) spent on food purchases E) greater number of customer groups leaving before seated
C
One aspect of purchasing from QVC, one of the cable shopping channels on television, is that the "offer" will expire within a certain amount of time, creating a sense of urgency among consumers. Teresa watches this channel frequently, and admitted that this aspect of the situation does influence her decision to buy something. Which characteristic of the situation is influencing Teresa and others' behavior? A) physical surroundings B) social surroundings C) temporal perspective D) task definition E) antecedent states
C
One motivation research technique known as the cartoon technique has consumers fill in the words or thoughts of one of the characters in a cartoon drawing. Which type of technique is this? A) association technique B) completion technique C) construction technique D) third-person technique E) animated technique
C
Raymond is conducting motivation research. He gives consumers a list of words, and they are asked to respond to the list with the first word that comes to mind. This is an example of _____. A) analysis and use B) a construction technique C) an association technique D) story completion E) a third-person technique
C
Richard is studying how various usage situations influence the consumption of his company's products. He conducted qualitative analyses (i.e., focus group discussions and depth interviews) as well as surveyed a larger sample of consumers to better understand and quantify how products are used and the benefits sought in the usage situation by the market segment. Richard is performing the first two steps in an approach to develop _____. A) demographically-based marketing strategies B) geographically-based marketing strategies C) situation-based marketing strategies D) momentary conditions E) hedonic purchase situations
C
Rod purchased Porsche to satisfy himself, not to impress others. He sees this car as a reward for his hard work. To which segment of Porsche owners does Rod belong? A) Top Guns B) Elitists C) Proud Patrons D) Bon Vivants E) Fantasists
C
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? A) Ron should use cool colors, such as blues and grays, for displays. B) Ron should not use large displays because that can overwhelm shoppers. C) Ron should use warm colors, such as reds and yellows, because they are more arousing than cool colors. D) Ron should use displays with as much information as possible because shoppers will be able to attend to all of it. E) Ron should not use displays with moving parts because they will distract shoppers.
C
Self-concepts have been categorized into two types, which are _____. A) primary and secondary B) manifest and latent C) independent and interdependent D) yin and yang E) direct and indirect
C
Sharon has to purchase a gift for her mother and only has this afternoon to do so because her birthday party is that evening. She's wondering how she will be able get to the mall in time to pick out the perfect gift. This is an illustration of which situation characteristic? A) physical features B) social surroundings C) temporal perspective D) task definition E) antecedent state
C
Theories based on which need view the consumer as a problem solver who approaches situations as opportunities to acquire useful information or new skills? A) teleological need B) need for tension reduction C) utilitarian need D) need for autonomy E) need for identification
C
Some people experience emotions more strongly than do others, which is a trait known as _____. A) physiological differentiation B) psychological differentiation C) affect intensity D) cognitive intensity E) psychological intensity
C
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 _____. A) noise B) echoic memory C) interference D) clutter E) memory failure
C
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 _____. A) need for attribution B) need for autonomy C) need for tension reduction D) need for reinforcement E) need for modeling
C
Strong, relatively uncontrollable feelings that affect our behavior are known as _____. A) motivations B) personality C) emotions D) perceptions E) needs
C
Technographics is a technology segmentation scheme that examines lifestyle segments across such technologies and activities as online access, PC ownership, instant messaging, and shopping online. Which of the following is one of these segments? A) Achievers B) Innovators C) Handshakers D) Minimalists E) Enthusiasts
C
The accessibility effect for brands is called _____. A) episodic awareness B) conceptual awareness C) top-of-mind awareness D) operant learning E) conditioned response
C
The idea behind _____ is that different parts of our brain are better suited for focused versus nonfocused attention. A) right brain/left brain lateralization B) subliminal lateralization C) hemispheric lateralization D) interpretation E) affective interpretation
C
The situation interacts with the marketing activity and the individual to determine behavior. Which of the following is a marketing activity? A) lifestyle B) temporal perspective C) package D) purchase E) task definition
C
The tendency of an owner to evaluate an object more favorably than a nonowner is called the _____. A) personal bias effect B) personal relevance effect C) mere ownership effect D) possessive effect E) mere exposure effect
C
The willingness to buy a particular product or service is known as _____. A) a need B) a want C) demand D) motivation E) an attitude
C
Tony the Tiger, the Jolly Green Giant, and the Aflac duck are examples of _____. A) celebrity spokespersons B) sponsors C) spokescharacters D) two-sided messages E) inanimate celebrity characters
C
Under conditions of crowding, consumers tend do to all of the following EXCEPT _____. A) buy less B) make faster decisions C) make more demands on the sales personnel D) be less satisfied E) all of the above
C
Veronica is a shopper primarily motivated by enjoyment of shopping for her family and finding the best value. She's not motivated by fun and adventure. To which shopping lifestyle segment does Veronica belong? A) Minimalists B) Gatherers C) Providers D) Enthusiasts E) Traditionalists
C
When asked why she likes to shop, Melanie replied that it relaxes her, and she looks at is as a personal reward. This is an example of which hedonic shopping motive? A) adventure shopping B) social shopping C) gratification shopping D) value shopping E) role shopping
C
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? A) complement B) substitute C) transfer D) image E) extension
C
Which PRIZM social group is characterized by smaller, less densely populated cities or satellites to major cities? A) Urban B) Suburban C) Second City D) Town & Country E) Rural
C
_____ is turning the sound off during commercial breaks. A) Zipping B) Zapping C) Muting D) Silencing E) Voluntary exposure
C
Which VALS segment consists of consumers that are conservative, conventional people with concrete beliefs based on traditional, established codes of family, church, community, and the nation, and are motivated by ideals? A) Achievers B) Makers C) Believers D) Experiencers E) Innovators
C
Which VALS segment of consumers is comprised of successful, sophisticated, active, take-charge people with high self-esteem and abundant resources and are driven by a mix of motivations? A) Achievers B) Makers C) Innovators D) Thinkers E) Experiencers
C
Which VALS segment of consumers lead the most constricted lives, living simply on limited incomes but are relatively satisfied? A) Experiencers B) Strivers C) Survivors D) Makers E) Believers
C
Which characteristic of a logo has been found to lead to higher levels of logo liking? A) extremely elaborate B) depicting unusual objects C) symmetrically balanced D) asymmetrically balanced E) extremely simple
C
Which component of attitude represents one's tendency to respond in a certain manner toward an object or activity? A) cognitive B) affective C) behavioral D) orientation E) personality
C
Which dimension of self refers to how I am or would like to be to myself? A) actual self-concept B) ideal self-concept C) private self-concept D) social self-concept E) present self-concept
C
Which following PRIZM factor is determined by population density, relates to where people live and is strongly related to the lifestyles people lead? A) ethnicity B) geodemographics C) urbanicity D) lifestage E) consensus
C
Which of the following also includes a situation-specific component? A) personality B) self-concept C) involvement D) demographics E) brand image
C
Which of the following characteristics influencing interpretation represents factors beyond the stimulus itself? A) individual B) personal C) situational D) stimulus E) inferential
C
Which of the following involves presenting two stimuli in close proximity so that eventually the two are perceived to be related or associated? A) pairing B) combining C) conditioning D) operating E) shaping
C
Which of the following is FALSE regarding how emotional responses to advertising influence consumer behavior? A) Emotional advertisements that trigger a positively evaluated emotion will enhance liking of the ad itself. B) Emotional content in advertisements enhances their attention, attraction, and maintenance capabilities. C) While emotional content in advertisements may increase attention, emotional messages have not been found to be processed more thoroughly than neutral messages. D) Repeated exposure to positive-emotion-eliciting ads may increase brand preference through classical conditioning. E) Repeated exposure to positive-emotion-eliciting ads may result in brand preference occurring in a direct, high-involvement way.
C
Which of the following is NOT a construction technique of motivate research? A) cartoon techniques B) analysis and use C) story completion D) picture response E) third-person techniques
C
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
C
Which of the following is NOT a key situational dimension or characteristic that influences consumer behavior? A) physical surroundings B) social surroundings C) alternative evaluation D) temporal perspectives E) task definition
C
Which of the following is NOT an advertising tactic used to communicate brand personality? A) celebrity endorsers B) user imagery C) length of the ad D) tone of the ad E) type of media outlet
C
Which of the following is NOT an individual characteristic influencing consumer behavior? A) culture B) attitudes C) task definition D) social class E) motivation
C
Which of the following is NOT considered a stimulus factor affecting attention? A) size B) intensity C) clutter D) position E) isolation
C
Which of the following is a situation characteristic? A) product B) package C) temporal perspective D) demographics E) social class
C
Which of the following is a theory about how attitudes are formed and changed under varying conditions of involvement? A) cognitive dissonance theory B) theory of reasoned action C) elaboration likelihood model D) attribution theory E) noncompensatory theory
C
Which of the following is the primary determinant of how material is learned? A) education level B) age C) level of involvement D) occupation E) gender
C
Which of the following is used to understand a consumer's cognitive component of attitude? A) attribution theory B) cognitive dissonance theory C) multiattribute attitude model D) attitude consistency theory E) attitude perception model
C
Which of the following is(are) designed to provide information on latent motives? A) perceptual mapping B) regression analysis C) projective techniques D) conjoint analysis E) multivariate analyses
C
Which of the following represent the three components of attitudes? A) primary, secondary, and tertiary B) knowledge, value-expressive, and utilitarian C) cognitive, affective, and behavioral D) cognitive, value-expressive, and behavioral E) ego, personality, behavioral
C
Which of the following stages of the information-processing model constitute perception? A) exposure B) exposure and attention C) exposure, attention, and interpretation D) exposure, attention, interpretation, and memory E) exposure, attention, interpretation, memory, and action
C
Which of the following statement is true regarding comparative advertising? A) Comparative advertising is more effective regardless of the source. B) Comparative advertising is particularly effective for promoting established, market-share leader brands. C) Audience characteristics, especially brand loyalty associated with the sponsoring brand, are important. D) Broadcast media, particularly radio, appear to be better vehicles for comparative advertisements. E) A partially comparative ad is one in which a specific competitor is not named.
C
Which of the following statements is FALSE regarding crowding as a situational characteristic? A) Crowding generally produces negative outcomes for both the retail outlet and the consumer. B) Most consumers find crowded feelings to be unpleasant. C) Crowding is unpleasant regardless of a consumers' culture. D) Most consumers find feelings of crowding to be unpleasant and will spend less time in the store. E) Crowding causes most consumers to spend more money.
C
Which of the following statements is FALSE regarding humorous appeals? A) Ads built around humor appear to increase attention to the ad. B) The overall effectiveness of humor is generally increased when the humor relates to the product or brand in a meaningful way. C) Humorous ads are low risk because they tend to translate well across situations and cultures. D) Companies have been successful using humor that is only loosely tied to the product. E) Ads built around humor appear to increase liking of the ad.
C
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.
C
Which of the following statements is FALSE regarding stimulus factors and attention? A) Larger stimuli are more likely to be noticed than smaller ones. B) Stimuli with greater intensity (e.g., loudness, brightness, length) are more likely to be noticed than less intense stimuli. C) Attention generally increases across repeated exposures, particularly when those exposures occur in a short period of time. D) Individuals tend to be attracted to pleasant stimuli and repelled by unpleasant stimuli. E) Consumers pay more attention to stimuli that contrast with their background than to stimuli that blend with it.
C
Which of the following statements is true regarding stimulus position and attention with respect to advertising? A) Position effects in advertising are the same regardless of the medium used. B) Ads on the left-hand page receive more attention than those on the right based on how we peruse magazines and newspapers. C) 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. D) In online contexts, horizontal banners attract more attention then vertical banners. E) In television, the probability of a commercial being viewed and remembered increases as it moves from being the first to air during a break to the last to air.
C
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
Which shopping lifestyle segment based on hedonic shopping motives is the youngest and most likely to be female? A) Minimalists B) Gatherers C) Enthusiasts D) Bon Vivants E) Traditionalists
C
Which situational characteristic deals with the effect of time on consumer behavior? A) physical surroundings B) social surroundings C) temporal perspective D) task definition E) antecedent states
C
Which term is often used interchangeably with the term "motivation"? A) personality B) emotion C) need D) perception E) feeling
C
Which trait reflects an individual difference in consumers' propensity to be biased against the purchase of foreign products? A) need for affiliation B) need for uniqueness C) consumer ethnocentrism D) agreeableness E) introversion
C
Which type of advertisement or sales presentation presents both good and bad points? A) unbiased message B) one-sided message C) two-sided message D) positive/negative message E) balanced message
C
Which type of appeal attempts to build a personality for the product or create an image of the product user? A) humorous appeal B) utilitarian appeal C) value-expressive appeal D) hedonic appeal E) emotional appeal
C
Which type of appeal involves informing the consumer of one or more functional benefits that are important to the target market? A) multi-sided message B) value-expressive appeal C) utilitarian appeal D) factual appeal E) supportive appeal
C
Which type of appeal uses the threat of negative (unpleasant) consequence if attitudes or behaviors are not altered? A) one-sided message B) two-sided message C) fear appeals D) humorous appeals E) comparative ads
C
Which type of memory involves the nonconscious retrieval of previously encountered stimuli? A) explicit memory B) schematic memory C) implicit memory D) constructed memory E) concrete memory
C
Which type of message framing stresses either the positive outcomes of performing a behavior or the negative outcomes of not performing a behavior? A) attribute framing B) two-sided framing C) goal framing D) end-state framing E) benefit/loss framing
C
Which type of self-concept emphasizes family, cultural, professional, and social relationships? A) group self-concept B) individual self-concept C) interdependent self-concept D) independent self-concept E) connected self-concept
C
____ motives emphasize the individual as striving to maintain equilibrium. A) Cognitive B) Affective C) Preservation-oriented D) Growth E) Leveling
C
_____ involves presenting an incomplete stimulus with the goal of getting consumers to complete it and thus become more engaged and involved. A) Proximity B) Ambush marketing C) Closure D) Inference E) Figure-ground
C
_____ is a process whereby stimuli are placed into existing categories of meaning. A) Affective interpretation B) Consumer inference C) Cognitive interpretation D) Perceptual interpretation E) Perceptual relativity
C
_____ is a series of activities by which stimuli are perceived, transformed into information, and stored. A) Perception B) Interpretation C) Information processing D) Perceptual exposure E) Selective exposure
C
_____ is how a person lives. A) Personality B) Self-concept C) Lifestyle D) Subculture E) Consumption
C
_____ is the assignment of meaning to sensations. A) Attention B) Perception C) Interpretation D) Hemispheric lateralization E) Information processing
C
_____ is the process managers use to manipulate the physical retail environment to create specific mood responses in shoppers. A) Servicescape B) Psychographics C) Atmospherics D) Environmentalism E) Landscaping
C
_____ 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.
C) Elaborative activities
Which of the following statements is FALSE regarding humorous appeals?
C) Humorous ads are low risk because they tend to translate well across situations and cultures.
____ motives emphasize the individual as striving to maintain equilibrium.
C) Preservation-oriented
Which of the following statements is FALSE regarding short-term memory (STM)?
C) STM is a static structure.
Which of the following is FALSE regarding how emotional responses to advertising influence consumer behavior?
C) While emotional content in advertisements may increase attention, emotional messages have not been found to be processed more thoroughly than neutral messages.
A consumer's propensity to pursue differentness relative to others through the acquisition, utilization, and disposition of consumer goods is exhibiting _____.
C) a need for uniqueness
In an attempt to alter consumers' cognitive component of their attitude toward Pepsi brand of cola, a freshness date was added on the cans. Pepsi wanted consumers to consider this attribute that was never a consideration before. Pepsi was using which strategy to alter the cognitive structure of a consumer's attitude?
C) add beliefs
Feelings or emotional reactions to an object reflect the _____ component of an attitude.
C) affective
Kimberly-Clark is interested in mothers' emotional reactions to their Huggies brand of disposable diapers, which usually have popular characters or cute designs printed on them. Which component of attitude is Kimberly-Clark interested in?
C) affective
Raymond is conducting motivation research. He gives consumers a list of words, and they are asked to respond to the list with the first word that comes to mind. This is an example of _____.
C) an association technique
How did Johnson & Johnson hope to reposition St. Joseph's Aspirin?
C) as the best source for a low-dosage aspirin regime to reduce the risk of heart attacks and strokes in adults
A learned predisposition to respond in a consistently favorable or unfavorable manner with respect to a given object is known as a(n) _____.
C) 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 _____.
C) attitude
Which component of attitude represents one's tendency to respond in a certain manner toward an object or activity?
C) behavioral
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?
C) 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?
C) central route
The elaboration likelihood model posits two routes to persuasion, which are the _____.
C) central route and peripheral route
Which of the following represent the three components of attitudes?
C) cognitive, affective, and behavioral
Which of the following involves presenting two stimuli in close proximity so that eventually the two are perceived to be related or associated?
C) conditioning
One motivation research technique known as the cartoon technique has consumers fill in the words or thoughts of one of the characters in a cartoon drawing. Which type of technique is this?
C) construction technique
Which trait reflects an individual difference in consumers' propensity to be biased against the purchase of foreign products?
C) consumer ethnocentrism
Which of the following is a theory about how attitudes are formed and changed under varying conditions of involvement?
C) elaboration likelihood model
A television commercial for Senseo brand of coffee maker that can make coffee similar to what consumers purchase at coffee shops (e.g., Starbucks) encourages viewers to remember the experience of drinking their favorite coffee drinks at these types of shops. This coffee maker allows consumers to experience that sensation at home. What is this marketer trying to encourage?
C) elaborative activities
Strong, relatively uncontrollable feelings that affect our behavior are known as _____.
C) emotions
In conditioned learning, forgetting is often referred to as _____.
C) extinction
A long-running television commercial for Dial soap would show an individual in various situations with other people (e.g., car pool or elevator). This individual would join the others and look around, appearing to be in discomfort. Then a voice over would say, "Aren't you glad you used Dial...don't you wish everyone did?" Which type of appeal does this illustrate?
C) fear appeal
Which type of appeal uses the threat of negative (unpleasant) consequence if attitudes or behaviors are not altered?
C) fear appeals
Which type of message framing stresses either the positive outcomes of performing a behavior or the negative outcomes of not performing a behavior?
C) goal framing
When asked why she likes to shop, Melanie replied that it relaxes her, and she looks at is as a personal reward. This is an example of which hedonic shopping motive?
C) gratification shopping
Which type of memory involves the nonconscious retrieval of previously encountered stimuli?
C) implicit memory
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 Web sites, 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?
C) importance
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 _____.
C) interference
Which of the following is NOT an advertising tactic used to communicate brand personality?
C) length of the ad
Which of the following is the primary determinant of how material is learned?
C) level of involvement
Which term is often used interchangeably with the term "motivation"?
C) need
Which of the following is a type of cognitive preservation motive?
C) 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 _____.
C) 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?
C) need to categorize
High-involvement learning often involves _____.
C) operant conditioning
In Maslow's hierarchy of needs, food, water, sleep, and to an extent, sex, are considered _____ motives.
C) physiological
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?
C) physiological
Which of the following is(are) designed to provide information on latent motives?
C) projective techniques
Anything that increases the likelihood that a given response will be repeated in the future is considered _____.
C) reinforcement
Which of the following is NOT a core trait in the Five-Factor Model of personality?
C) reliability
Tony the Tiger, the Jolly Green Giant, and the Aflac duck are examples of _____.
C) spokescharacters
A substantial amount of brand switching when the current brand is satisfactory may be explained by the _____ motive.
C) stimulation
Which of the following is NOT a construction technique of motivate research?
C) story completion
How does mere exposure enhance attitudes?
C) through enhanced familiarity
The accessibility effect for brands is called _____.
C) top-of-mind awareness
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?
C) 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?
C) two-sided message
Which type of advertisement or sales presentation presents both good and bad points?
C) two-sided message
Which type of appeal involves informing the consumer of one or more functional benefits that are important to the target market?
C) 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?
C) utilitarian need
Which type of appeal attempts to build a personality for the product or create an image of the product user?
C) value-expressive appeal
A consumer who purchases a certain style of clothes to establish and reinforce a unique identity is most likely fulfilling a need for _____.
D) expression
exposure
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? A) exposure B) attention C) interpretation D) memory E) action
contextual cues
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. A) stimulus characteristics B) contextual cues C) situational organization D) stimulus cues E) stimulus traits
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. A) subversive B) sublingual C) lateralized D) subliminal E) unfocused
D
A series of activities by which stimuli are perceived, transformed into information, and stored is called _____. A) marketing B) interpretation C) learning D) information processing E) positioning
D
A set of human characteristics that become associated with a brand is referred to as _____. A) brand image B) brand equity C) brand leverage D) brand personality E) brand positioning
D
Amber tends to be individualistic and prefers to do things her own way. She lives on her own and decides for herself what she wants to do or how to do things. Which type of self-concept describes Amber? A) primary self-concept B) individual self-concept C) interdependent self-concept D) independent self-concept E) connected self-concept
D
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? A) value-expressive appeal B) comparative ad C) two-sided message D) utilitarian appeal E) supportive appeal
D
An advertisement theme of "do your own thing" is most likely to be based on a need for _____. A) affiliation B) modeling C) consistency D) independence E) none of the above
D
An advertiser who formats its factual information so that it is easier to process _____. A) is tapping into the isolation effect B) is basing their strategy on figure-ground theory C) is utilizing adaptation level theory D) will increase the chances that their information is perceived to be true E) none of the above
D
Consumers who do not place heavy weight on the opinions and feelings of others are called _____. A) independents B) interdependents C) high self-monitors D) low self-monitors E) conspicuous consumers
D
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 _____. A) gorilla marketing B) tangential marketing C) stealth marketing D) ambush marketing E) product placement
D
Arm & Hammer baking soda has been very successful promoting other uses for this product. Advertisements provide several uses other than baking, such as removing odors from carpeting, the laundry, and kitty litter boxes. Finding more uses for a product is known as _____. A) disposition situation B) purchase situation C) communications situation D) expanded usage situation E) alternative usage situation
D
Attempts to develop quantitative measures of lifestyle were initially referred to as _____, and is a term that is frequently used interchangeably with lifestyle. A) demographics B) lifeographics C) household life cycle D) psychographics E) personality
D
Christina lives in Japan, and she and her friends value adventure, pleasure, and excitement. They are heavy users of electronic media, are fashion conscious, and like going to restaurants, bars, and clubs. To which global lifestyle segment identified by Roper Starch Worldwide do Christina and her friends belong? A) Strivers B) Altruists C) Intimates D) Fun Seekers E) Creatives
D
Consumers in which technology segment are optimistic, have a high income, are motivated by entertainment, and are the most likely to shop online, have a mobile phone, and bank online? A) Fast Forwards B) Techno-Strivers C) Gadget Grabbers D) Mouse Potatoes E) Media Junkies
D
isolation
_____ is separating a stimulus object from other objects. A) Positioning B) Isolation C) Formatting D) Contrasting E) Lateralization
Crowding generally produces which outcome for the retail outlet and the consumer? A) generally positive outcomes for the retailer, but negative outcomes for the consumer B) generally negative outcomes for the consumer, but positive outcomes for the retailer C) generally positive outcomes for both D) generally negative outcomes for both E) none of the above
D
David is a retired attorney who is satisfied and comfortable with his life. He keeps informed about the world by reading three newspapers a day and attends lectures at the senior activity center near his home. He is very content with his life, and he tends to center his leisure activities around his home. He plans his purchases carefully and looks for functionality, value, and durability in the products he buys. Which VALS segment best describes David? A) Achievers B) Makers C) Innovators D) Thinkers E) Experiencers
D
How are actual behaviors and response tendencies most often measured? A) physiological measures B) multiattribute models C) SAM and adSAM D) direct questioning E) 100-point constant-sum scales
D
How does music influence consumer behavior? A) subliminally B) reduces consumers' perception of overcrowding C) changes temporal perspective D) influences mood E) changes cognitive structures
D
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? A) affective B) preservation C) growth D) cognitive E) self-actualization
D
In which type of ad does a person, generally a typical member of the target market, recount his or her successful use of the product, service, or idea? A) single message B) two-sided message C) comparative ad D) testimonial ad E) demonstration
D
In which type of learning situation does the consumer have little or no motivation to process or learn the material? A) explicit learning B) implicit learning C) primary learning D) low-involvement learning E) high-involvement learning
D
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? A) one-sided message B) two-sided message C) testimony D) value-expressive appeal E) utilitarian appeal
D
James begged his mother to buy him some high-top Converse shoes. When asked why he wanted these shoes, he said that he wanted them because they are comfortable. He really wanted them because his two best friends have them, and if he had them, he would be considered "cool," but he didn't want to tell his mother that. Wanting to appear "cool" to his friends represents which type of motive? A) manifest B) hidden C) secondary D) latent E) social
D
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? A) explicit learning B) implicit learning C) primary learning D) low-involvement learning E) high-involvement learning
D
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 _____. A) categorization B) consistency C) autonomy D) affiliation E) modeling
D
Leonard is a hardworking individual who works for himself and can do just about any construction or carpentry job around. He builds cabinets primarily, but he has also done masonry work. His idea of fun is fixing his truck, and several of his friends and family have him work on their cars as well. He is unimpressed by material possessions other than those with a practical or functional purpose. To which VALS segment does Leonard belong? A) Experiencers B) Strivers C) Survivors D) Makers E) Believers
D
Low-involvement learning often involves _____. A) classical conditioning B) iconic rote learning C) modeling D) all of the above E) none of the above
D
Many of you have probably heard of Banana Republic retail stores and perhaps have shopped there. Many of you may not know that the store used to look much different than it does today. It used to be more like an adventure, and the merchandise assortment was more appropriate for a safari. If you've ever seen an Indiana Jones movie, you can get a pretty good idea of what Banana Republic used to look like. The stores would have a jeep in the store, camouflage netting, and music from the 1940s playing. The inside had wooden beams and maps hung on the wall that looked like treasure maps. Much of the merchandise was accompanied by a sign that had a tale of some adventure associated with it. These physical features of the retail environment are referred to as the _____. A) store situation B) retail ambiance C) retail surroundings D) store atmosphere E) merchandising mix
D
Shopping on the Internet provides which important time-related dimension? A) It has the potential to reduce the amount of time required to make a specific purchase. B) It provides the consumer with almost total control over when the purchase is made. C) It eliminates the uneasiness of crowding experienced in many retail outlets. D) a and b E) a, b, and c
D
Margaret only wants to buy her clothes at American Eagle Outfitter because she knows that they are considered acceptable by her peers, and she wants to be accepted by her peers. This attitude toward this brand of clothing is serving which function for Margaret? A) knowledge function B) value-expressive function C) utilitarian function D) ego-defensive function E) orientation function
D
Mark is developing the marketing strategy for his business, which is a retail store. He knows that situation characteristics will interact with his marketing activity. Which of the following is a situation characteristic he needs to consider? A) social class B) attitudes C) lifestyle D) task definition E) all of the above
D
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. A) manifest B) hidden C) secondary D) latent E) unacceptable
D
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? A) developing a schema B) developing a script C) employing imagery D) maintenance rehearsal E) chunking information
D
One factor motivating U.K. travelers is status. Which of Maslow's needs is this most related to? A) physiological B) safety C) belongingness D) esteem E) self-actualization
D
One of the major distinctions of self-concept is between _____ and _____ - which is also related to an important value dimension in the U.S. and abroad. A) private self-concept; public self-concept B) personal self-concept; interpersonal self-concept C) actual self-concept; ideal self-concept D) independent self-concept; interdependent self-concept E) present self-concept; future self-concept
D
One study found that wedding gifts tend to be _____ while birthday gifts tend to be _____. A) expensive; inexpensive B) inexpensive; expensive C) fun; utilitarian D) utilitarian; fun E) large; small
D
Procter & Gamble, the maker of Crest brand toothpaste, has modified this brand to include whiteners. To encourage consumers to adopt this brand, P&G gave away free samples along with a high value coupon on the purchase of a tube. The hope was that consumers would try the brand, purchase it at a discount, and finally buy it at full price. This is an example of _____. A) step learning B) staging C) stepping D) shaping E) modeling
D
Rachel is going to the mall to purchase a wedding gift for a co-worker. Based on research, which type of product is she likely to buy? A) expensive B) inexpensive C) expressive D) utilitarian E) hedonic
D
Richard is reassessing his life and asking himself, "How am I seen by others?" He is also asking himself, "How would I like to be seen by others?" Richard is seeking his _____. A) actual self-concept B) ideal self-concept C) private self-concept D) social self-concept E) real self-concept
D
Self-image congruity really doesn't matter much to Sam, particularly because he doesn't usually consider the opinions of others or their feelings when he acts. Sam would be described as a(n) _____. A) independent B) thinker C) high self-monitor D) low self-monitor E) conspicuous consumer
D
Some consumers are highly susceptible to interpersonal influence, which is a _____. A) norm B) situation factor C) product factor D) personality trait E) cultural factor
D
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? A) affective B) cognitive C) psychological D) physiological E) mental
D
Stacy is shopping to purchase new linens for her guest room. Which situational characteristic is influencing her behavior? A) physical surroundings B) social surroundings C) temporal perspective D) task definition E) antecedent states
D
The extended self consists of the self plus _____. A) all others B) family members C) friends D) possessions E) the ideal self
D
The fact that all aspects of the perception process are extremely selective is referred to as _____. A) perceptual selectivity B) sensory screening C) ego defenses D) perceptual defenses E) none of the above
D
The likelihood and ease with which information can be recalled from long-term memory is termed _____. A) retrieval B) elaboration C) maintenance D) accessibility E) learning
D
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) _____. A) product placement B) advertorial C) advertising program D) infomercial E) infotorial
D
The most complex form of cognitive learning is _____. A) operant learning B) vicarious learning C) iconic rote learning D) analytical reasoning E) modeling
D
The process of encouraging partial responses leading to the final desired response is known as _____. A) step learning B) staging C) stepping D) shaping E) modeling
D
The reason the consumption activity is occurring is the situation characteristic of _____. A) physical surroundings B) social surroundings C) temporal perspective D) task definition E) antecedent states
D
The sum of all the physical features of a retail environment is referred to as the _____. A) store situation B) retail ambiance C) retail surroundings D) store atmosphere E) merchandising mix
D
The tendency of many consumers to discount claims made by sales people and ads is related to the need _____. A) for ego defense B) for focus C) for assertion D) to attribute causation E) none of the above
D
The tendency of many consumers to discount claims made by sales people can be explained in part by _____. A) contrast theory B) assimilation theory C) classical conditioning D) attribution theory E) none of the above
D
The value consumers assign to a brand above and beyond the functional characteristics of the product is known as _____. A) bra nd solvency B) brand liquidation C) brand image D) brand equity E) brand leverage
D
What are the two dimensions of the VALS typology of consumers? A) age and gender B) age and stage of family life cycle C) stage of family life cycle and resources D) primary motivation and resources E) primary motivation and age
D
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 _____. A) a direct claim B) deceptive advertising C) interpretation discrepancy D) claim-belief discrepancy E) inferential discrepancy
D
When asked what the concept "New Year's" meant to Holly, she mentioned the following: party, holiday, new beginning, football, fun, resolution, and winter. Holly's basic knowledge and feelings she has about this concept comprises her _____. A) episodic memory B) primary memory C) accessible memory D) semantic memory E) conditioned memory
D
When the SPCA presents facts to counter untrue myths, they are dealing most closely with the _____ component of attitudes. A) classically conditioned B) operantly conditioned C) affective D) cognitive E) behavioral
D
Which of the following is a lifestyle segment of Porsche owners? A) Enthusiasts B) Fast Forwards C) Traditionalists D) Bon Vivants E) all of the above
D
Which PRIZM segment consists of consumers that are evolving into older "empty-nester" couples as their children grow up and leave home, live in older, stable neighborhoods with pools and patios in their backyard, are college-educated, and are typically Caucasian? A) Urban Achievers B) Blue Blood Estates C) Bohemian Mix D) Pools and Patios E) Town & Country
D
Which color is arousing? A) red B) yellow C) blue D) a and b E) a, b, and c
D
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? A) individual factors B) external factors C) transient factors D) situational factors E) nonprogrammatic factors
D
Which motives emphasize development? A) cognitive B) affective C) preservation-oriented D) growth E) advancement
D
Which motives reflect needs for observable cues or symbols that enable people to infer what they feel and know? A) need for consistency B) need for attribution C) need to categorize D) need for objectification E) need for autonomy
D
Which need in Maslow's hierarchy reflects a desire for love, friendship, affiliation, and group acceptance? A) safety B) self-actualization C) physiological D) belongingness E) esteem
D
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? A) need for cognition B) need for expression C) need for reinforcement D) need for ego defense E) need for identity preservation
D
Which of the following are antecedent states? A) colors, aromas, music, and crowding B) normal and expanded usage C) utilitarian and hedonic D) moods and momentary conditions E) internal and external influences
D
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
D
Which of the following is FALSE regarding the central route to persuasion in the elaboration likelihood model? A) Consumers exhibit high involvement with the product, message, or decision. B) Consumers exhibit strong attention focused on central, product-related features and factual information. C) Consumers experience conscious thoughts about product attributes and use outcomes. D) Persuasion operates through classical conditioning. E) Persuasion generally alters product beliefs.
D
Which of the following is NOT a factor accounting for inconsistencies between measures of beliefs and feelings and observations of behavior? A) lack of need B) lack of ability C) weakly held beliefs and affect D) failure to consider negative reactions E) failure to consider interpersonal influence
D
Which of the following is NOT a primary motivation on which the VALS typology is based? A) ideals motivation B) achievement motivation C) self-expression motivation D) realist motivation E) all of the are primary motivations in the VALS typology
D
Which of the following is NOT a reason why celebrity sources are effective? A) Celebrities may attract attention to the advertisement. B) A celebrity's likeability and popularity often translate into higher Aad which can enhance brand attitudes. C) Some celebrities are also experts. D) 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. E) Consumers may identify with or desire to emulate the celebrity.
D
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
D
Which of the following is NOT an individual characteristic that influences interpretation? A) traits B) learning and knowledge C) expectations D) organization E) all of the above are individual characteristics that influence interpretation
D
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
D
Which of the following is NOT used to classify McGuire's psychological motives? A) Is the mode of motivation cognitive or affective? B) Is the motive focused on preservation of the status quo or on growth? C) Is this behavior actively initiated or in response to the environment? D) Is the outcome of the behavior temporary or permanent? E) Does this behavior help the individual achieve a new internal or a new external relationship to the environment?
D
Which of the following is a VALS segment of consumers? A) Traditionalists B) Minimalists C) Blue Blood Estates D) Believers E) Enthusiasts
D
Which of the following is a characteristic associated with emotions? A) Emotions occur independently from physiological changes. B) Emotions are not associated with behaviors. C) Emotions involve objective feelings. D) Emotions are often triggered by environmental events. E) all of the above
D
Which of the following is a global lifestyle segment identified by Roper Starch Worldwide? A) Experiencers B) Young & Rustic C) Young Digerati D) Altruists E) Innovators
D
Which of the following is a strategy to reduce competitive interference? A) create a semantic memory of a brand B) create a episodic memory of a brand C) use pulsing D) provide external retrieval cues E) provide an incentive for trial
D
Which of the following is an individual factor that can influence attitude change? A) program context B) level of viewer distraction C) buying occasion D) consumer knowledge E) all of the above
D
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? A) regression analysis B) conjoint analysis C) analytical mapping D) perceptual mapping E) laddering
D
Which of the following refers to the continual repetition of a piece of information in order to hold it in current memory for use in problem solving or transferal to long-term memory? A) schema B) scripts C) imagery D) maintenance rehearsal E) chunking
D
Which of the following statements is FALSE regarding schemas? A) A schema is also known as a knowledge structure. B) Concepts, events, and feelings are stored in nodes within memory. C) Associative links vary in terms of how strongly and how directly they are associated with a node. D) Once an associative link is formed, it is permanent. E) Marketers expend substantial effort to influence the schema consumers have for their brands.
D
Which situation involves consumers disposing of products or product packages after or before product use? A) communications situation B) purchase situation C) usage situation D) disposition situation E) task situation
D
Which type of ad is designed primarily to elicit a positive affective response rather than to provide information or arguments? A) one-sided message B) two-sided message C) fear appeal D) emotional ad E) comparative ad
D
Which type of self-concept emphasizes personal goals, characteristics, achievements, and desires? A) primary self-concept B) individual self-concept C) interdependent self-concept D) independent self-concept E) connected self-concept
D
_____ 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. A) Ad integration B) Product integration C) Brand integration D) Product placement E) Product synergy
D
_____ 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. A) Proximity B) Closure C) Inference D) Figure-ground E) Fore-ground
D
_____ is a drive state created by consumer interests and needs. A) Ability B) Emotion C) Cognition D) Motivation E) Focused attention
D
_____ is an individual's characteristic response tendencies across similar situations. A) Motivation B) Emotion C) Empathy D) Personality E) Involvement
D
_____ is(are) a stimulus characteristic that refers to the physical arrangement of the stimulus objects and can affect consumer interpretation and categorization. A) Proximity B) Rhetorical figures C) Contextual cues D) Organization E) Closure
D
_____ occurs when one fast-forwards through a commercial on a prerecorded program, and _____ involves switching channels when a commercial appears. A) Zapping; muting B) Zapping; zipping C) Zipping; muting D) Zipping; zapping E) Muting; avoiding
D
_____ represents the number of cues in the stimulus field. A) Interestingness B) Contrast C) Expectations D) Information Quantity E) Size/Intensity
D
Which of the following is NOT a reason why celebrity sources are effective?
D) 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.
Which type of ad is designed primarily to elicit a positive affective response rather than to provide information or arguments?
D) emotional ad
One factor motivating U.K. travelers is status. Which of Maslow's needs is this most related to?
D) esteem
Which of the following is a characteristic associated with emotions?
D) Emotions are often triggered by environmental events.
Which of the following is NOT used to classify McGuire's psychological motives?
D) Is the outcome of the behavior temporary or permanent?
_____ is an individual's characteristic response tendencies across similar situations.
D) Personality
Which of the following is FALSE regarding the central route to persuasion in the elaboration likelihood model?
D) Persuasion operates through classical conditioning.
_____ consists of trustworthiness and expertise.
D) Source credibility
_____ refers to the process of learning to respond differently to similar but distinct stimuli.
D) Stimulus contrasting
The likelihood and ease with which information can be recalled from long-term memory is termed _____.
D) accessibility
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 _____.
D) affiliation
Low-involvement learning often involves _____.
D) all of the above
Consumers who actively complain when a product is not satisfactory are probably fulfilling _____ need.
D) an assertion
The most complex form of cognitive learning is _____.
D) analytical reasoning
The tendency of many consumers to discount claims made by sales people can be explained in part by _____.
D) 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 _____.
D) autonomy
Which need in Maslow's hierarchy reflects a desire for love, friendship, affiliation, and group acceptance?
D) belongingness
The value consumers assign to a brand above and beyond the functional characteristics of the product is known as _____.
D) brand equity
A set of human characteristics that become associated with a brand is referred to as _____.
D) brand personality
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?
D) cognitive
When the SPCA presents facts to counter untrue myths, they are dealing most closely with the _____ component of attitudes.
D) cognitive
Which of the following is a common technique for inducing trial behavior?
D) consumer knowledge
How are actual behaviors and response tendencies most often measured?
D) direct questioning
Consumers who purchase only popular brands because of insecurity, are most likely influenced by the _____ motive.
D) ego-defense
Josh is in elementary school, and he has learned that when he gets good grades and behavior reports, his parents are really proud of him and reward him. So he has developed a favorable attitude toward behaving and doing well in school. This attitude is serving which function?
D) ego-defensive function
Which of the following is NOT considered an emotional dimension?
D) feeling
Which motives emphasize development?
D) growth
Appeal characteristics represent _____ a message is communicated.
D) how
An advertisement theme of "do your own thing" is most likely to be based on a need for _____.
D) independence
A series of activities by which stimuli are perceived, transformed into information, and stored is called _____.
D) information processing
James begged his mother to buy him some high-top Converse shoes. When asked why he wanted these shoes, he said that he wanted them because they are comfortable. He really wanted them because his two best friends have them, and if he had them, he would be considered
D) latent
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.
D) latent
In which type of learning situation does the consumer have little or no motivation to process or learn the material?
D) 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?
D) low-involvement learning
Nick looked up a phone number in the telephone directory, and instead of writing it down, he kept repeating it to himself over and over until he could punch the numbers and make the call. Which of the following describes what Nick was doing?
D) maintenance rehearsal
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?
D) need for ego defense
Which motives reflect needs for observable cues or symbols that enable people to infer what they feel and know?
D) need for objectification
Which of the following is NOT a type of cognitive learning?
D) operant
A consumer's need for reinforcement is _____.
D) passive and external
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?
D) perceptual mapping
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?
D) peripheral route
The decision by a marketer to try to achieve a defined brand image relative to competition within a market segment is called _____.
D) product positioning
Which of the following is a strategy to reduce competitive interference?
D) provide external retrieval cues
The basic knowledge and feelings an individuals has about a concept is known as _____.
D) semantic memory
When asked what the concept "New Year's" meant to Holly, she mentioned the following: party, holiday, new beginning, football, fun, resolution, and winter. Holly's basic knowledge and feelings she has about this concept comprises her _____.
D) semantic memory
The process of encouraging partial responses leading to the final desired response is known as _____.
D) shaping
Which of the following are the two interrelated components of memory?
D) short-term and long-term memory
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?
D) testimonial ad
In which type of ad does a person, generally a typical member of the target market, recount his or her successful use of the product, service, or idea?
D) testimonial ad
interpretation
_____ is the assignment of meaning to sensations. A) Attention B) Perception C) Interpretation D) Hemispheric lateralization E) Information processing
The tendency of many consumers to discount claims made by sales people and ads is related to the need _____.
D) 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 _____.
D) to categorize
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?
D) utilitarian appeal
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?
D) value-expressive appeal
A market research study asked consumers to rate themselves with respect to several adjectives, such as happy, cheerful, peaceful, sad, blue, and depressed. What is this research trying to assess? A) noncontextual effects B) traits C) temporal effects D) social surroundings E) mood
E
A store's atmosphere can influence which of the following? A) consumers' judgments of the quality of the store B) store's image C) shoppers' moods D) shoppers' willingness to visit and linger E) all of the above
E
Accessibility is related to which of the following? A) strength of incoming linkages B) number of incoming linkages C) strength of links to nodes D) directness of links to nodes E) all of the above
E
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. A) importance B) personalization C) dual coding D) mood enhancement E) self-referencing
E
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? A) one-sided message B) two-sided message C) fear appeal D) third-party endorsement E) comparative ad
E
Attention is determined by which factor? A) the stimulus B) the individual C) the situation D) a and b E) a, b, and c
E
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? A) extroversion B) introversion C) instability D) agreeableness E) openness to experience
E
Generally speaking, compared to attitudes formed under the peripheral route, attitudes formed under the central route tend to be _____. A) stronger B) more resistant to counterpersuasion attempts C) more accessible from memory D) more predictive of behavior E) all of the above
E
How can accessibility of information stored in long-term memory be enhanced? A) repetition B) rehearsal C) elaboration D) a and b E) a, b, and c
E
How many PRIZM segments are there? A) 8 B) 10 C) 38 D) 54 E) 66
E
In recent years, body piercing and tattooing have become additional ways to alter both the extended self and the physical self. In what way do tattoos have meaning? A) There is the meaning associated with having a tattoo, which makes a statement about the person. B) The location of the tattoo has meaning, with more visible tattoos conveying more rebelliousness or nonconformity. C) The nature of the tattoo is a source of meaning, both private and symbolic. D) a and b E) a, b, and c
E
Individuals' interpretation of stimuli tend to be consistent with their expectations, an effect referred to as the _____. A) expectation response B) affect intensity C) individual bias D) expectation trait E) expectation bias
E
Interpretation is generally a relative process rather than absolute, often referred to as _____. A) perceptual lateralization B) adaptation C) perceptual defenses D) selective perception E) perceptual relativity
E
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? A) ability B) information quantity C) interestingness D) expectations E) motivation
E
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) _____. A) directive B) episode C) concept D) operant E) script
E
Maslow's hierarchy of needs is based on which premise? A) All humans acquire a similar set of motives through genetic endowment and social interaction. B) Some motives are more basic or critical than others. C) The more basic motives must be satisfied to a minimum level before other motives are activated. D) As the basic motives become satisfied, more advanced motives come into play. E) all of the above
E
Memory of how an action should occur is a special type of schema known as a(n) _____. A) directive B) episode C) concept D) operant E) script
E
Mimi is a teenager and wants to be accepted by her friends. In fact, she might act a certain way not because she really wants to, but rather, she does it because others around her are doing it. The influence these others have on Mimi represent which situational characteristic? A) temporal perspective B) physical surroundings C) task definition D) antecedent states E) social surroundings
E
One factor motivating U.K. travelers is learning. Which of Maslow's needs is this most related to? A) physiological B) safety C) belongingness D) esteem E) self-actualization
E
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? A) explicit learning B) implicit learning C) primary learning D) low-involvement learning E) high-involvement learning
E
Self-image congruity influences on brand preference and choice depend on which of the following? A) individual factors B) product factors C) situational factors D) a and b E) a, b, and c
E
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 _____. A) need for attribution B) need for autonomy C) need for tension reduction D) need for reinforcement E) need for expression
E
Spokescharacters can be _____. A) animated animals B) animated people C) animated products D) animated objects E) all of the above
E
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? A) gorilla marketing B) stealth marketing C) product placement D) unethical marketing E) ambush marketing
E
The simplest form of message framing where only a single attribute is the focus of the frame is known as _____. A) priming B) a one-sided message C) goal framing D) simple framing E) attribute framing
E
The voluntary and self-selected nature of online offerings where consumers "opt in" to receive email-based promotions is often referred to as _____ . A) voluntary marketing B) optional marketing C) allowable marketing D) acceptable marketing E) permission-based marketing
E
Thomas is an optimistic individual, earns a high income, and is motivated by his family. He believes strongly in the value of technology for his family and his children's education, so much so, that each of his children have their own computers with online access. To which technology lifestyle segment does Thomas belong? A) Fast Forwards B) Handshakers C) Mouse Potatoes D) Gadget Grabbers E) New Age Nurturers
E
Thomas is studying for vocabulary exam by merely repeating the words and their definitions over and over. Which type of cognitive learning is this? A) operant learning B) vicarious learning C) modeling D) analytical reasoning E) iconic rote learning
E
To understand a consumer's behavior, we must know about the _____. A) consumer B) situation C) stimulus object D) a and b E) a, b, and c
E
Transient feeling states that are generally not tied to a specific event or object are known as _____. A) noncontextual effects B) traits C) temporal effects D) social surroundings E) moods
E
Under conditions of crowding, consumers tend to _____. A) buy less B) make faster decisions C) use less information D) be less satisfied E) all of the above
E
What are the major individual factors affecting attention? A) needs and wants B) hemispheric lateralization and interpretation C) motivation and needs D) exposure and interpretation E) motivation and ability
E
What do Hispanic girls celebrate when they are fifteen years old? A) ritual situation B) bat mitzvah C) quinceanera D) Cinco De Mayo E) a and c
E
Which group needs to understand how situational influences affect consumers' disposition decisions? A) marketers B) government C) environmental organizations D) a and b E) a, b, and c
E
Which group of consumers are better able to chunk product information? A) younger consumers B) older consumers C) males D) females E) product experts
E
Which of Maslow's needs reflects individuals' desires for status, superiority, self-respect, and prestige? A) safety B) self-actualization C) physiological D) belongingness E) esteem
E
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
E
Which of the following do marketers need to be concerned about with respect to using celebrities as company spokespersons? A) overexposure of the celebrity B) negative behavior involving the spokesperson C) image of the celebrity does not match the image of the product or brand D) a and b E) a, b, and c
E
Which of the following enhances the strength of learning? A) importance B) message involvement C) mood D) repetition E) all of the above
E
Which of the following is NOT a global lifestyle segment identified by Roper Starch Worldwide? A) Strivers B) Devouts C) Intimates D) Creatives E) Rustics
E
Which of the following is NOT a situation in which consumer behavior occurs? A) communications situation B) purchase situation C) usage situation D) disposition situation E) all of the above are situations in which consumer behavior occurs
E
Which of the following is NOT a situational characteristic influencing interpretation? A) time pressure B) mood C) number of other individuals present D) nature of the material surrounding the message in question E) all of the above are situational characteristics influencing interpretation
E
Which of the following is NOT a way emotional ads may enhance persuasion? A) by increasing attention of the ad and, therefore, ad recall B) by increasing liking of the ad C) by increasing product liking through classical conditioning D) by increasing product liking through high-involvement processes E) all of the above are ways emotional ads may enhance persuasion
E
Which of the following is NOT one of the shopping lifestyle segments based on consumer shopping motives? A) Minimalists B) Gatherers C) Providers D) Enthusiasts E) Proud Patrons
E
Which of the following is a common technique for inducing trial behavior? A) coupons B) free samples C) point-of-purchase displays D) tie-in purchases E) all of the above
E
Which of the following is a dimension of a consumer's self-concept? A) actual self-concept B) ideal self-concept C) private self-concept D) social self-concept E) all of the above
E
Which of the following is a factor that may account for inconsistencies between measures of beliefs and feelings and observations of behavior? A) lack of need B) failure to consider relative attitudes C) failure to consider interpersonal influence D) failure to consider situational factors E) all of the above
E
Which of the following is a function served by attitudes? A) knowledge function B) value-expressive function C) utilitarian function D) ego-defensive function E) all of the above
E
Which of the following is a hedonic shopping motive related to McGuire's typology? A) adventure shopping B) social shopping C) gratification shopping D) idea shopping E) all of the above
E
Which of the following is a major PRIZM lifestage group? A) Urban B) Town & Country C) Second City D) Strivers E) Family Life
E
Which of the following is a motivation research technique? A) story completion B) picture response C) analysis and use D) word association E) all of the above
E
Which of the following is a reason consumers give gifts? A) social expectations B) ritualized consumption experiences C) to elicit return favors D) as an expression of love and caring E) all of the above
E
Which of the following is a situation in which consumer behavior occurs? A) communications situation B) purchase situation C) usage situation D) disposition situation E) all of the above
E
Which of the following is a step in the approach for developing situation-based marketing strategies that was given in the textbook? A) Use observational studies, focus group discussions, depth interviews, and secondary data to discover the various usage situations that influence the consumption of the product. B) Survey a large sample of consumers to better understand and quantify how the product is used and the benefits sought in the usage situation by the market segment. C) Construct a person-situation segmentation matrix. D) Evaluate each cell in terms of potential. E) all of the above
E
Which of the following is a strategy for altering the cognitive component of a consumer's attitude? A) change beliefs B) shift importance C) add beliefs D) change ideal E) all of the above
E
Which of the following is a way that gifts communicate symbolic meaning? A) In many cases price can be known and can be interpreted as a measure of the esteem the giver has for the receiver. B) The image and functionality of the gift implies the giver's impression of the image and personality of the receiver. C) It reflects on the image and thoughtfulness of the giver. D) It can signify the type of relationship the giver has or desires with the receiver. E) all of the above
E
Which of the following is an approach used by marketers to increase consumers' affect toward their brand? A) classical conditioning B) create a positive affect toward the ad or Web site C) mere exposure D) a and b E) a, b, and c
E
Which of the following is considered a dimension of brand personality? A) ruggedness B) excitement C) sincerity D) competence E) all of the above
E
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
E
Which of the following is typically included in a psychographic or lifestyle study? A) attitudes B) values C) activities and interests D) demographics E) all of the above
E
Which of the following provides learning experiences that affect the type of lifestyle people seek and the products they consume? A) culture B) family C) friends D) mass media E) all of the above
E
Which of the following statements is FALSE regarding ritual situations? A) Rituals are receiving increasing attention by marketing scholars and practitioners. B) Ritual situations are of major importance to marketers because they often involve prescribed consumption behaviors. C) There is enough shared behavior across individuals and households that marketers can develop products and promotions around the common ritual situations that arise each year. D) Ritual situations can also result in injurious consumption. E) Marketers cannot change or create consumption patterns associated with ritual situations.
E
Which of the following statements is true regarding moods? A) Mood are relatively stable states that are tied to a specific event or object. B) Moods affect the consumption process, but they are not affected by the consumption process. C) Positive moods have not been shown to affect shopping behavior. D) Consumers do not actively try to manage their mood states. E) Ad and brand attitudes are often influenced in a mood-congruent manner.
E
Which type of ad directly compares the features or benefits of two or more brands? A) one-sided message B) two-sided message C) fear appeal D) third-party endorsement E) comparative ad
E
Which type of learning situation is one in which the consumer is motivated to process or learn the material? A) explicit learning B) implicit learning C) primary learning D) low-involvement learning E) high-involvement learning
E
Zipping, zapping, and muting are simply mechanical ways for consumers to selectively avoid exposure to advertising messages, often referred to as _____. A) exposure avoidance B) selective perception C) selective interpretation D) exposure avoidance E) ad avoidance
E
_____ occurs when a stimulus is placed within a person's relevant environment and comes within range of their sensory receptor nerves. A) Perception B) Attention C) Interpretation D) Perceptual offense E) Exposure
E
How can accessibility of information stored in long-term memory be enhanced?
E) a, b, and c
Which of the following do marketers need to be concerned about with respect to using celebrities as company spokespersons?
E) a, b, and c
Which of the following is an approach used by marketers to increase consumers' affect toward their brand?
E) a, b, and c
Accessibility is related to which of the following?
E) all of the above
Generally speaking, compared to attitudes formed under the peripheral route, attitudes formed under the central route tend to be _____.
E) all of the above
Maslow's hierarchy of needs is based on which premise?
E) all of the above
Spokescharacters can be _____.
E) all of the above
Which of the following can be a component of a multiattribute model?
E) all of the above
Which of the following enhances the strength of learning?
E) all of the above
Which of the following is a factor that may account for inconsistencies between measures of beliefs and feelings and observations of behavior?
E) all of the above
Which of the following is a function served by attitudes?
E) all of the above
Which of the following is a hedonic shopping motive related to McGuire's typology?
E) all of the above
Which of the following is a motivation research technique?
E) all of the above
Which of the following is a strategy for altering the cognitive component of a consumer's attitude?
E) all of the above
Which of the following is considered a dimension of brand personality?
E) all of the above
Which of the following is true regarding consumers who are highly involved in a specific product category?
E) all of the above
Which of the following provides learning experiences that affect the type of lifestyle people seek and the products they consume?
E) all of the above
Which of the following is NOT a way emotional ads may enhance persuasion?
E) all of the above are ways emotional ads may enhance persuasion
The simplest form of message framing where only a single attribute is the focus of the frame is known as _____
E) attribute framing
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?
E) comparative ad
Which type of ad directly compares the features or benefits of two or more brands?
E) comparative ad
Which of Maslow's needs reflects individuals' desires for status, superiority, self-respect, and prestige?
E) esteem
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?
E) high-involvement learning
Which type of learning situation is one in which the consumer is motivated to process or learn the material?
E) high-involvement learning
Thomas is studying for vocabulary exam by merely repeating the words and their definitions over and over. Which type of cognitive learning is this?
E) iconic rote learning
Procter & Gamble, the maker of Crest brand toothpaste, has modified this brand to include whiteners. To encourage consumers to adopt this brand, P&G gave away free samples along with a high value coupon on the purchase of a tube. The hope was that consumers would try the brand, purchase it at a discount, and finally buy it at full price. This is an example of _____.
E) modeling
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 _____.
E) need for expression
An approach to measuring the importance of attitude components that requires consumers to allocate 100 points among the components such that the distribution of the points reflects the relative importance of the component is _____.
E) none of the above
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?
E) openness to experience
Which group of consumers are better able to chunk product information?
E) product experts
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) _____.
E) script
Memory of how an action should occur is a special type of schema known as a(n) _____.
E) script
One factor motivating U.K. travelers is learning. Which of Maslow's needs is this most related to?
E) self-actualization
Barbara is an individual that usually feels restful, serene, comfortable, and soothed. Which emotion is Barbara experiencing?
E) serenity
Angie was participating in a market research study. The researcher gave her a shopping list and asked Angie to describe the type of person who would go shopping with this list. This is an example of which motivation research technique?
E) third-person technique
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?
E) utilitarian
direct false claim
If it is literally false that Gardenburger's competitor is not "mushroom in origin" then what category of misleading advertising does this fall into? A) direct false claim B) claim-belief discrepancy C) inferential discrepancy D) interpretation discrepancy E) none of the above
expectation bias
Individuals' interpretation of stimuli tend to be consistent with their expectations, an effect referred to as the _____. A) expectation response B) affect intensity C) individual bias D) expectation trait E) expectation bias
perceptual relativity
Interpretation is generally a relative process rather than absolute, often referred to as _____. A) perceptual lateralization B) adaptation C) perceptual defenses D) selective perception E) perceptual relativity
_____ is the total accumulation of prior learning experiences.
Memory
interpretation
Perception is a process that begins with consumer exposure and attention to marketing stimuli and ends with consumer _____. A) interpretation B) attitudes C) action D) acceptance E) behavior
infomercials
Program-length commercials with an 800 number and/or Web address through which to order or request additional information are known as _____. A) infomercials B) direct-to-consumer advertisements C) advertorials D) infotorials E) product placement
affect intensity
Some people experience emotions more strongly than do others, which is a trait known as _____. A) physiological differentiation B) psychological differentiation C) affect intensity D) cognitive intensity E) psychological intensity
perceptual defenses
The fact that all aspects of the perception process are extremely selective is referred to as _____. A) perceptual selectivity B) sensory screening C) ego defenses D) perceptual defenses E) none of the above
hemispheric lateralization
The idea behind _____ is that different parts of our brain are better suited for focused versus nonfocused attention. A) right brain/left brain lateralization B) subliminal lateralization C) hemispheric lateralization D) interpretation E) affective interpretation
program involvement
Which of the following is a situational factor affecting attention? A) program involvement B) ability C) motivation D) repetition E) isolation
traits
The size, shape, and color are specific _____ of the stimulus that can affect interpretation. A) cues B) traits C) elements D) contextual cues E) signals
permission-based marketing
The voluntary and self-selected nature of online offerings where consumers "opt in" to receive email-based promotions is often referred to as _____ . A) voluntary marketing B) optional marketing C) allowable marketing D) acceptable marketing E) permission-based marketing
motivation and ability
What are the major individual factors affecting attention? A) needs and wants B) hemispheric lateralization and interpretation C) motivation and needs D) exposure and interpretation E) motivation and ability
situational factors
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? A) individual factors B) external factors C) transient factors D) situational factors E) nonprogrammatic factors
situational
Which of the following characteristics influencing interpretation represents factors beyond the stimulus itself? A) individual B) personal C) situational D) stimulus E) inferential
Females are more likely to avoid ads than males
Which of the following is FALSE regarding ad avoidance? A) Females are more likely to avoid ads than males. B) High levels of advertising clutter increase ad avoidance. C) Higher social classes avoid ads more than lower social classes. D) Hectic lifestyles increase ad avoidance. E) Younger consumers avoid ads more than older consumers.
all of the above
Which of the following is NOT a situational characteristic influencing interpretation? A) time pressure B) mood C) number of other individuals present D) nature of the material surrounding the message in question E) all of the above are situational characteristics influencing interpretation
comparison
Which of the following is NOT a step in the information-processing model? A) exposure B) comparison C) attention D) interpretation E) memory
organization
Which of the following is NOT an individual characteristic that influences interpretation? A) traits B) learning and knowledge C) expectations D) organization E) all of the above are individual characteristics that influence interpretation
clutter
Which of the following is NOT considered a stimulus factor affecting attention? A) size B) intensity C) clutter D) position E) isolation
brand familiarity
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? A) involvement B) brand familiarity C) brand equity D) contrast E) interestingness
expectations
Which of the following is an individual characteristic that influences interpretation? A) expectations B) organization C) changes D) proximity E) clutter
position
Which of the following is considered a stimulus factor affecting attention? A) clutter B) position C) motivation D) ability E) all of the above
motivation
Which of the following is considered an individual factor affecting attention? A) motivation B) intensity C) clutter D) attractiveness E) isolation
exposure, attention, and interpretation
Which of the following stages of the information-processing model constitute perception? A) exposure B) exposure and attention C) exposure, attention, and interpretation D) exposure, attention, interpretation, and memory E) exposure, attention, interpretation, memory, and action
cognitive interpretation
_____ is a process whereby stimuli are placed into existing categories of meaning. A) Affective interpretation B) Consumer inference C) Cognitive interpretation D) Perceptual interpretation E) Perceptual relativity
information processing
_____ is a series of activities by which stimuli are perceived, transformed into information, and stored. A) Perception B) Interpretation C) Information processing D) Perceptual exposure E) Selective exposure
right
Which side of the brain deals with pictorial, geometric, timeless, and nonverbal information without the individual being able to verbally report it? A) right B) left C) front D) back E) top
left
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? A) right B) left C) front D) back E) top
ad avoidance
Zipping, zapping, and muting are simply mechanical ways for consumers to selectively avoid exposure to advertising messages, often referred to as _____. A) exposure avoidance B) selective perception C) selective interpretation D) exposure avoidance E) ad avoidance
product placement
____ 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. A) Ad integration B) Product integration C) Brand integration D) Product placement E) Product synergy
exposure
____ occurs when a stimulus is placed within a person's relevant environment and comes within range of their sensory receptor nerves. A) Perception B) Attention C) Interpretation D) Perceptual offense E) Exposure
product involvement
_____ indicates motivation or interest in a specific product category, and it can be temporary or enduring. A) Ability B) Product involvement C) Cognition D) Focused attention E) Interest
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. A) Rhetorical figures B) Proximity C) Ambush marketing D) Contextual figures E) Affective interpretation
motivation
_____ is a drive state created by consumer interests and needs. A) Ability B) Emotion C) Cognition D) Motivation E) Focused attention
affective interpretation
_____ is the emotional or feeling response triggered by a stimulus such as an ad. A) Affective interpretation B) Consumer inference C) Cognitive interpretation D) Perceptual interpretation E) Perceptual relativity
muting
_____ is turning the sound off during commercial breaks. A) Zipping B) Zapping C) Muting D) Silencing E) Voluntary exposure
organization
_____ is(are) a stimulus characteristic that refers to the physical arrangement of the stimulus objects and can affect consumer interpretation and categorization. A) Proximity B) Rhetorical figures C) Contextual cues D) Organization E) Closure
semantic
_____ meaning is the conventional meaning assigned to a word such as found in the dictionary. A) Semantic B) Psychological C) Cognitive D) Affective E) Seminal
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. A) Semantic B) Psychological C) Cognitive D) Affective E) Seminal
zipping, zapping
_____ occurs when one fast-forwards through a commercial on a prerecorded program, and _____ involves switching channels when a commercial appears. A) Zapping; muting B) Zapping; zipping C) Zipping; muting D) Zipping; zapping E) Muting; avoiding
attention
_____ occurs when the stimulus activates one or more sensory receptor nerves, and the resulting sensations go to the brain for processing. A) Attention B) Perception C) Exposure D) Interpretation E) Selection
ability
_____ refers to the capacity of individuals to attend to and process information. A) Intelligence B) IQ C) Ability D) Aptitude E) Motivation
proximity
_____ refers to the fact that stimuli positioned close together are perceived as belonging to the same category. A) Organization B) Proximity C) Closeness D) Closure E) Affect
format
_____ refers to the manner in which the message is presented. A) Position B) Isolation C) Format D) Contrast E) Lateralization
clutter
_____ represents the density of stimuli in the environment. A) Program involvement B) Clutter C) Repetition D) Intensity E) Isolation
information quantity
_____ represents the number of cues in the stimulus field. A) Interestingness B) Contrast C) Expectations D) Information Quantity E) Size/Intensity
Marketers must promote _____ rather than _____, especially for less knowledgeable consumers and for complex products
benefits, features
A loyal consumer will often use _____ to protect their brand by reducing the importance they put on a given attribute.
discounting
Which of the following refers to the continual repetition of a piece of information in order to hold it in current memory for use in problem solving or transferal to long-term memory?
maintenance rehearsal
