Consumer Behavior Test 3 Practice Test

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. 0

__________ 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. Attention

__________ 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. Semantic

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. chunking.

Dr. Thomas, a doctor and local news medical correspondent, has frequently appeared in "Ask the Doctor" segment on local news Radio. Dr. Thomas is highly esteemed in his field and provides up-to-date medical information for viewers and provides answers to callers' questions. Sometimes he recommends specific remedies and products, and Valerie, a regular listener of the segment, trusts what he says or recommends because he doesn't seem to have an apparent motive to mislead listeners. Which characteristic does Dr. Thomas possess? A. source credibility B. source derogation C. source experience D. source likeability E. source attractiveness

A. source credibility

SAM (Self-Assessment Manikin) is used to assess which component of attitude? A. cognitive B. affective C. behavioral D. orientation E. personality

B. affective

Consumer ability to effectively cope with stressful situations relates to the concept of A. message filtering. B. emotional intelligence. C. rage reduction. D. anger management. E. consumer support.

B. emotional intelligence.

Changing behavior prior to changing affect or cognition is based primarily on A. classical conditioning. B. operant conditioning. C. iconic rote learning. D. analytical reasoning. E. mere exposure.

B. operant conditioning.

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. quality signals.

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. sensory discrimination.

Madeline has a(n) __________ toward Coke, whereby she simultaneously really likes the taste but also is really negative about the brand because it has high calories. A. relative attitude B. lack of ability C. ambivalent attitude D. interpersonal influence E. All of these choices are correct.

C. ambivalent attitude

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. 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? A. maintenance rehearsal B. chunking C. elaborative activities D. conceptualization E. conditioning

C. elaborative activities

Strong, relatively uncontrollable feelings that affect our behavior are known as A. motivations. B. personality. C. emotions. D. perceptions. E. needs.

C. emotions.

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. exposure, attention, and interpretation

In conditioned learning, forgetting is often referred to as A. decay. B. deconditioning. C. extinction. D. failure. E. retrieval failure.

C. extinction.

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. goal framing

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. through enhanced familiarity

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. two-sided message

Low-involvement learning often involves A. classical conditioning. B. iconic rote learning. C. modeling. D. All of these choices are correct. E. None of these choices are correct.

D. All of these choices are correct.

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 these choices are correct.

D. Emotions are often triggered by environmental events.

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. situational factors

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? A. single message B. two-sided message C. comparative ad D. testimonial ad E. demonstration

D. testimonial ad

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. expectation bias.

Barbara is an individual who usually feels restful, serene, comfortable, and soothed. Which emotion is Barbara experiencing? A. faith B. desire C. joy D. gratitude E. serenity

E. serenity

Attention is determined by which factor? A. the stimulus B. the individual C. the situation D. the stimulus and the individual E. the stimulus, the individual and the situation

E. the stimulus, the individual and the situation

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. Females are more likely to avoid ads than males.

__________ is the total accumulation of prior learning experiences. A. Memory B. Brand image C. Brand equity D. Information processing E. Positioning

A. Memory

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. Motivation and ability are two major situational factors affecting attention.

__________ 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 B. Iconic rote conditioning C. Classical conditioning D. Modeled conditioning E. Vicarious conditioning

A. Operant conditioning

__________ 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. Rhetorical figures

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. adaptation level theory

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. aesthetic appeal.

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. affective interpretation.

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. 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. B. brand generalization. C. brand discrimination. D. brand substitute. E. brand complement.

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 B. shift importance C. add beliefs D. change ideal E. change feelings

A. change beliefs

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 B. operant conditioning C. iconic learning D. vicarious learning E. reinforced learning

A. classical conditioning

Maslow's hierarchy of needs includes all except which of the following? A. cognition B. physiological C. safety D. belongingness E. esteem

A. cognition

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. cognition.

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. cross-promotion.

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 he 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. episodic memory

Which of the following is an individual characteristic that influences interpretation? A. expectations B. organization C. changes D. proximity E. clutter

A. expectations

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. explicit memory

Carl is doing his homework and has the television on in the background. While it is on, several commercials aired. What stage of the information-processing model does this represent? A. exposure B. attention C. interpretation D. memory E. action

A. exposure

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. imagery processing

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. interpretation.

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. involvement

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. just noticeable difference.

Simply presenting a brand to an individual on a large number of occasions to make the individual's attitude toward the brand more positive is known as A. mere exposure. B. the familiarity effect. C. positive exposure. D. repetitive exposure. E. the saturation effect.

A. mere exposure.

A consumer who buys a product because a close friend bought one may be fulfilling a __________ motivation. A. modeling B. independence C. causation D. ego-defense E. None of these choices are correct.

A. modeling

The energizing force that activates behavior and provides purpose and direction to that behavior is known as A. motivation. B. personality. C. emotion. D. perception. E. needs.

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. B. personality trait. C. emotion. D. perception. E. feeling.

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 B. cognitive assessment model C. belief assessment model D. summation model E. attribute heuristic model

A. multiattribute attitude model

Which of the following is a situational factor affecting attention? A. program involvement B. ability C. motivation D. repetition E. isolation

A. program involvement

In regulatory focus theory, __________ motives revolve around a desire for growth and development and are related to consumers' hopes and aspirations. A. promotion-focused B. latent-focused C. manifest-focused D. prevention-focused E. All of these choices are correct.

A. promotion-focused

Which type of memory structure is a complex web of associations? A. schema B. image C. script D. iconic E. conceptual

A. schema

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

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 B. long-term memory C. primary memory D. secondary memory E. transient memory

A. short-term memory

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. third-party endorsement.

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. 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. A. Cognitive B. Affective C. Preservation-oriented D. Advancement-oriented E. Safety-oriented

B. Affective

__________ 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. 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? 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. 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? 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 websites serve primarily to transport consumers to the more detailed target ads or sites. E. All of these choices are correct.

B. Utilitarian appeals are most effective for functional products.

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. a brand extension.

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. 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? A. cognitive B. affective C. behavioral D. latent E. manifest

B. affective

High-involvement learning often involves A. classical conditioning. B. analytical reasoning. C. iconic rote learning. D. All of these choices are correct. E. None of these choices are correct.

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? A. approach-approach B. approach-avoidance C. avoidance-avoidance D. acceptable-unacceptable E. unacceptable-acceptable

B. approach-avoidance

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. brand image.

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. cognitive

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. cognitive learning

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

B. comparison

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. 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 A. stubbornness. B. consumer ethnocentrism. C. sincerity. D. consumer culturalism. E. patriotism.

B. consumer ethnocentrism.

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. contextual cues

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. decreases; increases

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. evoked set.

Consumers have described Apple's iPod products, such as the iPod Touch and the new HomePod 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? A. sincerity B. excitement C. competence D. sophistication E. ruggedness

B. excitement

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. implicit memory

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. instability

Any change in the content or organization of long-term memory or behavior is known as A. marketing. B. learning. C. cognition. D. information processing. E. repositioning.

B. learning.

Which side of the brain is primarily responsible for verbal information, symbolic representation, sequential analysis, and the ability to be conscious and report what is happening? A. right B. left C. front D. back E. top

B. left

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. manifest

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. need for attribution

Which need results in the consumer's 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. need for identification

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. one-sided message.

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. operant conditioning

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. personality

Which of the following is considered a stimulus factor affecting attention? A. clutter B. position C. motivation D. ability E. All of these choices are correct.

B. position

Raymond is conducting motivation research. He is using __________, which are designed to provide information on latent motives. A. strategic manipulation techniques B. projective techniques C. latent labeling techniques D. marketing user techniques E. manifest techniques

B. projective techniques

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. psychological

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. 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 A. stimulus discrimination. B. stimulus generalization. C. stimulus confusion. D. stimulus similarity. E. stimulus deception.

B. stimulus generalization.

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. traits

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 these choices are correct.

B. user imagery

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. vicarious learning

The capacity of STM is thought to be in the range of __________ bits of information. A. 1 to 2 B. 3 to 5 C. 5 to 9 D. 10 to 14 E. 15 to 20

C. 5 to 9

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

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

Which of the following 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. 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). A. Analogous conditioning B. Iconic rote conditioning C. Classical conditioning D. Modeled conditioning E. Vicarious conditioning

C. Classical conditioning

__________ 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. Closure

__________ 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. Cognitive interpretation

__________ 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. A. Maintenance rehearsal B. Chunking C. Elaborative activities D. Conceptualization E. Conditioning

C. Elaborative activities

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 than 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. 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.

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

__________ is the assignment of meaning to sensations. A. Attention B. Perception C. Interpretation D. Hemispheric lateralization E. Information processing

C. Interpretation

__________ motives emphasize the individual as striving to maintain equilibrium. A. Cognitive B. Affective C. Preservation-oriented D. Growth E. Leveling

C. Preservation-oriented

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. Ron should use warm colors, such as reds and yellows, because they are more arousing than cool colors.

Which of the following statements is false regarding short-term memory (STM)? A. STM is short-lived. B. STM has limited capacity. C. STM is a static structure. D. Elaborative activities occur in STM E. STM is also called working memory.

C. STM is a static structure.

__________ advertising is perhaps the fastest growing alternative media, allowing for exposure to __________ who tend to avoid traditional media, such as TV. A. Fashion magazine, females age 18-24 B. Grocery store, older consumers age 55+ C. Video game, young males age 18-24 D. Billboard, children age 2-7 E. None of these choices are correct.

C. Video game, young males age 18-24

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 the 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. 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 A. consumer ethnocentrism. B. a need for cognition. C. a need for uniqueness. D. extroversion. E. agreeableness.

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? A. change beliefs B. shift importance C. add beliefs D. change ideal E. change feelings

C. add beliefs

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. affect intensity.

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. affective

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 A. emotion. B. personality. C. attitude. D. orientation. E. intelligence.

C. attitude.

Marketers must promote __________ rather than __________, especially for less knowledgeable consumers and for complex products. A. features, benefits B. benefits, avoidance C. benefits, features D. features, contents E. consistency, inconsistency

C. benefits, features

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. 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? A. primary route B. secondary route C. central route D. peripheral route E. direct route

C. central route

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. demand.

A loyal consumer will often use __________ to protect their brand by reducing the importance they put on a given attribute. A. avoiding B. discrediting C. discounting D. containment E. skipping

C. discounting

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. fear appeal

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. hemispheric lateralization

Donald has just learned that he has Type II diabetes, so he wants to learn as much as he can to manage his health. He reads health magazines, visits health-related websites, and reads product nutrition and ingredient information on packages. Donald's strength of learning is most likely to be strong due to which factor that affects the strength of learning? A. mood B. punishment C. importance D. repetition E. dual coding

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 A. noise. B. echoic memory. C. interference. D. clutter. E. memory failure.

C. interference.

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. length of the ad

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. multiattribute attitude model

Which term is often used interchangeably with the term "motivation"? A. personality B. emotion C. need D. perception E. feeling

C. need

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. 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? A. need for consistency B. need for attribution C. need to categorize D. need for objectification E. need for autonomy

C. need to categorize

Kellogg recently dropped Olympic swimmer Michael Phelps as a celebrity endorser. Kellogg's decision was based on A. the age of the celebrity. B. over exposure of the celebrity. C. negative behavior involving the celebrity. D. a contract dispute. E. conflict of interest with another sponsor.

C. negative behavior involving the celebrity.

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. physiological

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. projective techniques

Anything that increases the likelihood that a given response will be repeated in the future is considered A. punishment. B. a reward. C. reinforcement. D. a conditioned stimulus. E. an operant.

C. reinforcement.

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. reliability

Which of the following characteristics influencing interpretation represents factors beyond the stimulus itself? A. individual B. personal C. situational D. stimulus E. inferential

C. situational

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

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. spokescharacters.

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 these choices are correct

C. stimulation

Barry decided he needs a new car, so he started looking at commercials on television and ads in magazines as well as visiting several websites. What type of exposure does this represent? A. involuntary B. nonvoluntary C. voluntary D. selective E. considered

C. voluntary

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. 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.

__________ 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. Figure-ground

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. Once an associative link is formed, it is permanent.

__________ is an individual's characteristic response tendencies across similar situations. A. Motivation B. Emotion C. Empathy D. Personality E. Involvement

D. Personality

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. Persuasion operates through classical conditioning.

__________ 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. Product placement

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. 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 A. categorization. B. consistency. C. autonomy. D. affiliation. E. modeling.

D. affiliation.

Consumers who actively complain when a product is not satisfactory are probably fulfilling __________ need. A. a modeling B. a consistency C. an affiliation D. an assertion E. attribution of causality

D. an assertion

The most complex form of cognitive learning is A. operant learning. B. vicarious learning. C. iconic rote learning. D. analytical reasoning. E. modeling.

D. analytical reasoning.

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 these choices are correct.

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 A. objectification. B. ego defense. C. expression. D. autonomy. E. assertion.

D. autonomy.

The value consumers assign to a brand above and beyond the functional characteristics of the product is known as A. brand solvency. B. brand liquidation. C. brand image. D. brand equity. E. brand leverage.

D. brand equity.

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. brand personality.

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. claim-belief discrepancy.

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. cognitive

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 these choices are correct.

D. consumer knowledge

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. emotional ad

After a very negative service encounter, Sam vents his emotions and seeks emotional and problem-focused assistance from others. What is this called? A. dominance B. helplessness C. active coping D. expressive support seeking E. avoidance

D. expressive support seeking

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. failure to consider negative reactions

Appeal characteristics represent __________ a message is communicated. A. by whom B. when C. where D. how E. the timing by which

D. how

An advertiser that surrounds its ads with positive programming A. is tapping into the isolation effect. B. is basing their strategy on figure-ground theory. C. is utilizing adaptation level theory. D. increases the chances that their information is evaluated in a more positive light. E. None of these choices are correct.

D. increases the chances that their information is evaluated in a more positive light.

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. 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 "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. latent

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. 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? A. developing a schema B. developing a script C. employing imagery D. maintenance rehearsal E. chunking information

D. maintenance rehearsal

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. maintenance rehearsal

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 these choices are individual characteristics that influence interpretation.

D. organization

A consumer's need for reinforcement is A. active and internal. B. active and external. C. passive and internal. D. passive and external. E. active and passive.

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? A. regression analysis B. conjoint analysis C. analytical mapping D. perceptual mapping E. laddering

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? A. primary route B. secondary route C. central route D. peripheral route E. indirect route

D. peripheral route

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. physiological

The decision by a marketer to try to achieve a defined brand image relative to competition within a market segment is called A. product extension. B. brand extension. C. brand leveraging. D. product positioning. E. product equity.

D. product positioning.

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. provide external retrieval cues

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. semantic memory.

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. shaping.

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. 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? A. one-sided message B. two-sided message C. testimony D. value-expressive appeal E. utilitarian appeal

D. value-expressive appeal

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 these choices are correct.

E. All of these choices are correct.

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 these choices are ways emotional ads may enhance persuasion.

E. All of these choices are ways emotional ads may enhance persuasion.

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. perceptual lateralization. E. ad avoidance.

E. ad avoidance.

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. ambush marketing

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. attribute framing.

The repositioning of the Johnnie Walker whiskey brand with the Jane Walker whiskey special promotion may lead to consequences of A. brand equity erosion. B. customer alienation. C. brand extendability. D. All of these choices are correct. E. brand equity erosion and customer alienation.

E. brand equity erosion and customer alienation.

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. comparative ad

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. 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? A. explicit learning B. implicit learning C. primary learning D. low-involvement learning E. high-involvement learning

E. high-involvement learning

Thomas is studying for a vocabulary exam by merely repeating the words and their definitions over and over. Which type of cognitive learning is this? A. operant learning B. vicarious learning C. modeling D. analytical reasoning E. iconic rote learning

E. iconic rote learning

James is interested in just about any type of electronic equipment, such as digital video recorders, computers, smart TVs, and digital cameras. He subscribes to several magazines devoted to these types of products, and he visits several different websites to learn more about these products. Which individual factor affecting attention is influencing James to attend to information about these products? A. ability B. information quantity C. interestingness D. expectations E. motivation

E. motivation

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. motivation and ability

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. need for expression.

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. openness to experience

While any given advertisement for a product may focus on only one or a few purchasing motives, the A. advertising campaign should focus more on manifest motives since they always have a stronger influence on purchase decisions. B. overall campaign should attempt to position the product in the schematic memory to correspond with the target market's purchase motives. C. advertising campaign needs to cover all the important purchase motives of the target market. D. advertising campaign should focus more on manifest motives since they always have a stronger influence on purchase decisions and overall campaign should attempt to position the product in the schematic memory to correspond with the target market's purchase motives. E. overall campaign should attempt to position the product in the schematic memory to correspond with the target market's purchase motives and advertising campaign needs to cover all the important purchase motives of the target market.

E. overall campaign should attempt to position the product in the schematic memory to correspond with the target market's purchase motives and advertising campaign needs to cover all the important purchase motives of the target market.

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. permission-based marketing.

How can accessibility of information stored in long-term memory be enhanced? A. repetition B. rehearsal C. elaboration D. repetition and rehearsal E. repetition, rehearsal, and elaboration

E. repetition, rehearsal, and elaboration

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. script.

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. self-referencing

Banana Republic is promoting high-end accessories in its "The Company We Keep" collection. This may help consumers recognize Banana Republic's personality dimension as __________? A. cognitive B. safety C. excitement D. pleasure E. sophistication

E. sophistication