MKT 310 Exam 2

In an attempt to alter consumers' cognitive component of their attitude toward the 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? -change beliefs -shift importance -add beliefs -change feelings

Add beliefs

Freud's theory of personality includes the ________. -super ego -ego -id -All of these

All of these

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 -source derogation -source experience -source likeability -source attractiveness

Source credibility

Brand extensions, licensing, and look-alike packaging are all marketing strategies based on ________. -stimulus generalization -the spacing effect -stimulus discrimination -extinction

Stimulus generalization

Conditioning effects are more likely to occur after the conditioned and unconditioned stimuli have been paired a number of times. TRUE or FALSE?

True

Consumers' attraction to slot machines can be explained by the variable-ratio reinforcement schedule the machines use. TRUE or FALSE?

True

Modeling is the process of imitating the behavior of others. TRUE or FALSE?

True

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 -operant conditioning -iconic learning -vicarious lear

classical conditioning

Within consumers' neural (associative) networks, Apple has cultivated which of the following? -Decayed nodes for competitive brands such as IBM. -Repeated links between the brand and the concept of creativity. -Simple networks that consist of only their products. -Complex networks that consist of only their products.

Repeated links between the brand and the concept of creativity

For which product category would a reference group's influence be strongest? -vitamins -toilet tissue -running shoes -insurance

Running shoes

________ refers to a person's unique psychological makeup and how it consistently influences the way a person responds to his/her environment. -Self-image -Consumer image -Personality -Mirror image

Personality

________ is when the person tries to evaluate their appearance by comparing it to the people depicted in artificial images. -Social comparison -Self-esteem -Real self -Ideal self

Social comparison

Which attitude function relates to the consumer's self-concept or central values? -utilitarian -value-expressive -ego-defensive -knowledge

value-expressive

Encoding is when consumers access desired information from their memory. TRUE or FALSE?

False

Kimberly-Clark is interested in mothers' emotional reactions to its 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? -knowledge -cognitive -affective -behavioral

Affective

________ is a lasting, general evaluation of people, objects, advertisements, or issues. -An object -A power -An attitude -An image

An attitude

Our sometimes seemingly random thoughts are most likely explained by which concept: -Associative Network -Sleeper effect -Subliminal perception -False recall

Associative Network

A(n) ________ is a lasting, general evaluation of people (including oneself), objects, advertisements, or issues. -principle -belief -personality trait -attitude

Attitude

Which theory listed below assumes that learning take place as the result of responses to external events? -behavioral learning -episodic learning -incidental learning -gestalt learning

Behavioral learning

Which component of attitudes consists of a consumer's beliefs about an object? -affective -cognitive -factual -behavioral

Cognitive

Classical conditioning takes place when a(n) ________ is continuously matched with a(n) ________. -conditioned stimulus; conditioned response -unconditioned response; conditioned stimulus -conditioned stimulus; unconditioned stimulus -unconditioned stimulus; unconditioned response

Conditioned stimulus; unconditioned stimulus

A politician attempts to gain support for her campaign for mayor by releasing a poll showing that almost 70 percent of the city's voters support her position on property taxes. What basic psychological principle is the politician using to persuade voters that she should be the next mayor? -consistency -authority -consensus / social validation -liking

Consensus / social validation

There are many props and settings consumers use to define their social roles which then become parts of their selves. Those external objects that we consider a part of us constitute the ________. -identity marketing -market targeting -compensatory consumption -extended self

Extended self

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? -developing a schema -developing a script -employing imagery -maintenance rehearsal -chunking information

Maintenance rehearsal

I want people to associate McDonald's logo and hunger. Using Classical conditioning theory, my conditioned stimulus would be: -McDonalds logo -Big Mac -Smiling faces -Buying McDonalds when I'm hungry

McDonalds logo

The process of acquiring information and storing it over time is called: -memory -retrieval -strorage -encoding

Memory

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? -multi-attribute attitude model -cognitive assessment model -belief assessment model -attribute heuristic model

Multi-attribute model

Which of the following statements is FALSE regarding schemas? -A schema is also known as a knowledge structure. -Concepts, events, and feelings are stored in nodes within memory. -Associative links vary in terms of how strongly and how directly they are associated with a node. -Once an associative link is formed, it never decays. -Marketers expend substantial effort to influence the schema consumers have for their brands.

Once an associative link is formed, it never decays

When the ego tries to balance opposing forces, it uses the ________. -super ego -reality principle -related principle -id

Reality principle

For short term memory, information loss is due to: -Rehearsal failure -Elaboration failure -Retrieval failure -Rehearsal and/or Elaboration failure -Elaboration and/or Retrieval failure

Rehearsal and/or Elaboration failure

________ summarizes the beliefs a person holds about his own attributes and how he or she evaluates their self on those qualities. -Actual self -Self-esteem -Self-concept -Self-ego

Self-concept

__________ is knowledge about the world that is detached from specific scenarios: -autobiographical memory -semantic memory -ionic memory -echoic memory

Semantic memory

Melissa knows that when she goes to the dentist she must make an appointment, show up on time, bring proof of insurance, and have her teeth cleaned before any other dental services will be performed. With respect to her visit to the dentist, Melissa has learned a schema known as a(n): -service script -evoked set -proposition -elaborative rehearsal

Service script

________ refers to the tendency consumers have to react to stimuli similar to an original stimulus in a classical conditioning situation in much the same way they responded to the original stimulus. -Extinction -Repetition -The cueing effect -The halo effect

The halo effect

Instead of spending the weekend working on the research paper due at the end of next week, Andrew decided to spend the weekend going out with friends. According to Freudian theory, which system dominated in Adam's decision? -the id -the superego -the anti-ego -the ego

The id

An advertisement emphasizes that if a consumer uses a certain deodorant, he or she will not offend other people and will not cause problems in the workplace because of "bad body odor." What part of the Freudian system is this ad appealing to? -the id -the superego -the archetype -the ego

The superego

During free recall tests consumers are asked to independently think of what they have seen without being prompted for this information. TRUE of FALSE?

True

Consumer researchers have adapted some of Sigmund Freud's ideas. In particular, his work highlights the potential importance of ________ that influence(s) our purchases. -rational thinking -unconscious motives -conscious motives -deviant behaviors

Unconscious motives

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? -Change consumers' beliefs about attributes of his restaurant. -Use positive music in his advertisements so that, over time, consumers will transfer the positive affect associated with the music to the restaurant. -Convince consumers that an attribute for which this restaurant is strong is more important than other attributes consumers consider for this product category. -Inform consumers that delivery is now available.

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

Which type of reinforcement best characterizes what a person would typically experience while fishing? -fixed-interval reinforcement -variable-interval reinforcement -fixed-ratio reinforcement -mixed-ratio reinforcement

Variable-interval reinforcement