MKG 310 Exam 2

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 statements adequately reflects the concept of attitude component consistency?

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

The likelihood and ease with which information can be recalled from long-term memory is termed _____.

accessibility

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?

adaption level theory

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

affect

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

affect intensity

SAM (Self-Assessment Manikin) is used to assess which component of attitude?

affective

Maslow's hierarchy of needs is based on which premise?

all of the above

Which of the following can be a component of a multiattribute model?

all of the above

Which of the following is a factor affecting the spread of innovations?

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?

all of the above

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

all of the above

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

all of the above

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

all of the above are situational characteristics influencing interpretation

High-involvement learning often involves _____.

analytical reasoning

Amanda is in junior high and begged her mother to buy her a certain brand of athletic shoe that all the "cool" kids in school were wearing. She thought that if she had those shoes, she would be accepted as one of them. To Amanda, these other students in school that she wants to be associated with represent a(n) _____.

aspiration reference group

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

attention

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

attitude

Elizabeth is 15 years old and is asking her parents for more freedom. She wants to make more of the decisions that affect her, such as the clothes she wears, how late she can stay out, and what school she attends. This is an example of Elizabeth's need for _____.

autonomy

Segmenting consumers on the basis of their most important attribute or attributes is called _____.

benefit segmentation

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

brand image

When Honda introduced its Odyssey mini-van, its advertising merely claimed, "It's the Honda of mini-vans." This is an example of _____.

brand leverage

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

central route

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

central route and peripheral route

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

closure

In McGuire's classification of motives, which ones focus on the person's need for being adaptively oriented toward the environment and achieving a sense of meaning?

cognitive

Which component of attitudes consists of a consumer's beliefs about an object?

cognitive

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

cognitive interpretation

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

conditioning

Attitude components tend to be _____.

consistent

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

Adoption of which type of innovation requires relatively minor changes in behavior or changes in behaviors that are unimportant to the consumer?

continuous innovation

The manner in which innovations spread throughout a market is referred to as the _____.

diffusion process

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

ego-defense

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

emotions

Consumers have described Apple's iPod products, such as the MP3 music player and the new video player, as imaginative and up-to-date. The brand is also considered to be daring, changing the traditional media models. Based on this description, which dimension of brand personality best describes the iPod?

excitement

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?

fear appeal

Two or more individuals who share a set of norms, values, or beliefs and have certain implicitly or explicitly defined relationships to one another such that their behaviors are interdependent is known as a(n) _____.

group

Jamie wants to purchase a notebook computer, but she has limited product knowledge about computers other than how to turn one on and use it. She expects to pay over $1,000 for this computer, so this is an important decision for her and she wants to make the right choice. For Jamie, this represents a(n)_____.

high-involvement purchase situation

Valerie and her family are members of the Baptist Church. They have accepted the Baptist Church's values as their own and behave in a manner consistent with the Church's values because their values and the Church's values are the same. Which type of influence does the Church possess with respect to Valerie and her family?

indentification

Sometimes consumers have difficulty retrieving a specific piece of information because other related information in memory gets in the way, which is an effect referred to as _____.

interference

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

interpretation

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

just noticeable difference

Motives that are either unknown to the consumer or are such that he or she is reluctant to admit them are referred to as _____ motives.

latent

Any change in the content or organization of long-term memory or behavior is known as _____.

learning

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

left

Which portion of total memory is devoted to permanent information storage?

long-term memory

Rayna provides a significant amount of information to others across a wide array of products, including durables and nondurables, services, and store type. She can provide information on product quality, sales, usual prices, product availability, store personnel characteristics, and other features of relevance to consumers. Rayna is best described as a(n) _____.

market maven

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

modeling

What are the major individual factors affecting attention?

motivation and ability

Which construct represents an unobservable inner force that stimulates and compels a behavioral response and provides specific direction to that response?

motive

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

need for attribution

Which type of reference group influence occurs when an individual fulfills group expectations to gain a direct reward or to avoid a sanction?

normative

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

Which type of conditioning requires that consumers first engage in a deliberate behavior (i.e., trying the product) and come to understand its power in predicting positive outcomes that serve as reinforcement?

operant conditioning

Individuals who filter, interpret, or provide product and brand-relevant information to their family, friends, and colleagues are known as _____.

opinion leaders

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

perceptual defenses

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

personality

In Maslow's hierarchy of needs, food, water, sleep, and to an extent, sex, are considered _____ motives.

physiological

Which type of group includes family and friends and involves strong ties and frequent interaction?

primary group

Which of the following is NOT an adopter category?

procrastinators

Which of the following is a situational factor affecting attention?

program involvement

_____ refers to the fact that stimuli positioned close together are perceived as belonging to the same category.

proximity

What are two important long-term memory structures?

schema and scripts

Which type of group includes organizations such as professional associations and neighborhood associations that involve relatively weak ties and less frequent interaction among its members?

secondary group

Ads that encourage consumers to remember past personal experiences and use language such as "you" and "your" in the copy are using the strategy of _____ to enhance message involvement.

self-referencing

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

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 _____.

shaping

Which of the following are the two interrelated components of memory?

short-term and long-term memory

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

traits

The process of one person receiving information from the mass media or other sources and passing it on to others is known as the _____.

two-step flow of communication

Which type of appeal involves informing the consumer of one or more functional benefits that are important to the target market?

utilitarian appeal

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?

vicious learning

Which type of communication involves individuals sharing information with other individuals in a verbal form including face-to-face, phone, and the Internet?

word-of-mouth

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

zipping; zapping