MARK 3324 exam 2

Janice and her mother were visiting an art gallery, and they were looking at modern art. When they came to one painting, Janice said, "I like that." When her mother asked her why she liked it, all she could say was, "I don't know, I just like it." Which component of attitude does this represent?

affective

Nikki likes to attend the movies, but she is concerned with how expensive ticket prices are getting and the cost of concessions. She wants to have fun, but she also knows that she needs to save money for college. Which type of motivational conflict is Nikki experiencing?

approach-avoidance

marketers must promote ___________ rather than ____________, especially for less knowledgeable consumers and for complex products

benefits; features

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

brand personality

what's the main purpose of using rewards and punishments in operant conditioning?

change behaviors

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?

classical conditioning

feeling hungry when seeing McDonald's golden sign is an example of ____________

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 _____________

cognition

which component of attitudes consists of a consumer's belief about an object?

cognitive

an advertisement for at&t long distance telephone service splits the screen in two and showed a person on each screen talking on the telephone. below each person, there was a running total of the cost of the call. at the end of the commercial, the total cost on the at&t side was lower than that for the sprint side. this is an example of which type of ad?

comparative ad

pavlov's dog started salivating when hearing the ringing of the bell. in classical conditioning, dog's salivation when hearing the ringing is the ____________

conditioned response

Gwen lives in Dijon, France. To her, French wine is the only wine worth drinking, and she would never consider drinking wine from California. Gwen is exhibiting ______________

consumer ethnocentrism

Consumers have described Apple's iPod products, 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 apple?

excitement

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

exposure

which of the following is NOT considered a dimension of brand personality?

extroversion

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

feature belief

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

goal framing

Thomas is studying for a vocabulary exam by merely repeating the words and their definitions over and over. Which type of cognitive learning is this?

iconic rote learning

the primary learning theory for generating brand name/slogans recall is ____________

iconic rote learning

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

just noticeable difference

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?

latent

When asked why he bought a specific automobile, Jeremy replied that is has good gas mileage, is rated one the best cars in terms of safety, and was in a moderate price range. These reasons reflect Jeremy's ____________ motives

manifest

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 ____________

mere exposure

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

motivation

what are the major individual factors affecting attention?

motivation and ability

Kelly is hungry, and this inner force is making him search for the type of food he wants to eat. He decides that an Arby's roast beef sandwich will satisfy his hunger. This inner force that is compelling him to search for food is known as a(n) _________

motive

apple inc. void their warranty when their customers jailbreak their iphone is an example of ____________

negative punishment

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) ____________

one-sided message

high-involvement learning often involves ____________

operant conditioning

when friends ridicule kelly for wearing ugly shirt, operant conditioning has occurred through ____________

positive punishment

involves incorporating brands into movies, television programs, and other entertainment venues in exchange for payment or promotional or other consideration, with the goal being to add realism to the scene, give subtle exposure to the brand, and influence consumers in an unobtrusive manner

product placement

"get the best deals!" is an example of a _____________ ad

promotion-focused

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

promotion-focused

which of the following is NOT a core trait in the five-factor model of personality?

reliability

Whole Foods Supermarkets have been described as down-to-earth, honest, wholesome, and cheerful. Which dimension of brand personality does this represent?

sincerity

which factor affecting attention includes stimuli in the environment other than the focal stimulus (i.e. the ad or package) and temporary characteristic of the individual that are induced by the environment, such as time pressures or a crowded store?

situational factors

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

source credibility

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

testimonial ad

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?

testimonial ad

what's the main difference between unconditioned response and conditioned response?

the reaction towards the neutral stimulus

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

third-party endorsement

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

two-sided message

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 taxed deduction. at the time this ad appeared, gas was more than $3.00 per gallon, which made the information important to consumers. this is an example of which type of appeal?

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?

value-expressive appeal

when consumers do not directly experience a reward or punishment to learn but to instead observe the outcomes of other's behaviors and adjust their own accordingly, which type of learning has occurred?

vicarious learning

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

voluntary

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

zapping; zipping

when considering consumers' ideal levels of performance on attributes when using a multiattribute attitude model, which attitude index is best?

0

which of the following is an approach used by marketers to increase consumers' affect toward their brand?

A, B, and C A - create a positive affect toward the ad or website B - mere exposure C - classical conditioning

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

ALL OF THE ABOVE A - time pressure B - number of other individuals present C - mood