MKT310 Final Exam

Which of the following general attitude functions is most closely related to the basic principles of reward and punishment? utilitarian function value-expressive function ego-defensive function knowledge function

utilitarian function

In its advertising, an automobile company emphasizes the fuel economy, safety rating, and resale value of its car. The company is trying to appeal to which of the following consumer needs? sentiment needs biogenic needs hedonic needs utilitarian needs

utilitarian needs

Jenny was watching television when the broadcast was interrupted for a commercial for a Toyota Echo. We can only say for sure that Jenny _________ the ad. paid attention to was motivated by was involved in was exposed to Comprehended

was exposed to

When Shira was a young girl, her teacher gave her a sticker every time she earned above 90% on a test. Shira's teacher was using classical conditioning.

False

What type of conflict exists when we desire a goal but wish to avoid it at the same time? approach-avoidance conflict approach-approach conflict avoidance-avoidance conflict direction-valence conflict

approach-avoidance conflict

The source of a message has an impact on whether the message will be accepted or not. Two particularly important source characteristics are ________. culture and ethnicity credibility and attractiveness credibility and recency attractiveness and recency

credibility and attractiveness

Psychographics are used to measure ________. social class income demographics lifestyles

lifestyles

Whether a consumer's need is utilitarian or hedonic, the ________ it creates determines the urgency the consumer feels to reduce it. magnitude of the tension direction of the tension expectancy reinforcement

magnitude of the tension

Which of the following statements adequately reflects the concept of attitude component consistency in headers balance theory? -All three attitude components do not change over time. -A change in one attitude component tends to produce related changes in the other components. -The three attitude components operate independently from each other, so a change in one component does not necessarily mean the others will change. -All three attitude components are equal in their influence on one's attitude.

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

Consider an experiment in which the following events occurred: People were asked to participate in a study If they said yes, they were given an envelope with 5$ in it. Half participants were told to spend it on themselves. Half were told to spend it on someone else. Later that evening, participants were called and asked how happy they felt and what they spent the money on. Between the two, participants who had spent money on others reported higher levels of happiness Which of the "conditions necessary for causation" did this experiment lack? Correlation Temporal antecedence No 3rd factor driving correlation Causation All causation conditions were met.

All causation conditions were met.

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

Associative Network

Adaptation and Mere Exposure both deal with the effects of repeated exposure to a stimulus. They differ in that Adaptation refers to a change in _________ for a stimulus. Exposure Familiarity Positive Attitudes Attention

Attention

An increase in the extent of processing of the newest Nike print ad suggests an increase in which step of the perceptual process? Selection Exposure Attention Subliminal Perception

Attention

Why are approach-approach conflicts likely to create more cognitive dissonance than approach-avoidance conflicts? -Approach-avoidance conflicts result when the positive alternative simply overwhelms the negative, thus no cognitive dissonance exists under the condition. -Approach-approach conflicts result when both alternatives are positive. The selection of one requires the rejection of another, which creates a need for a cognitive explanation of why one positive choice was not selected. -Approach-avoidance conflicts create inertia, thus past habits are employed without the need to resolve the cognitive inconsistencies. -Approach-approach conflicts are very confusing to resolve intellectually, but approach-avoidance conflicts are typically simply resolved through behavioral aspects of reinforcement learning.

B. Approach-approach conflicts result when both alternatives are positive. The selection of one requires the rejection of another, which creates a need for a cognitive explanation of why one positive choice was not selected.

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

Buying McDonalds when I'm hungry

Interpretation is the last stage of the perceptual process.

True

When considering whether to collect primary or secondary data for a research question, the most effective strategy is: Collect primary first, then collect secondary data. Collect secondary data first, then collect primary data. Collect both simultaneously. None of the above strategies are recommended.

Collect secondary data first, then collect primary data.

All of the following are ways through which advertisers can enhance the memory of a message EXCEPT: Elaboration Repetition Complex message Rehearsal

Complex message

Consider an experiment in which the following events occurred: People were asked to participate in a study If they said yes, they were given an envelope with 5$ in it. Half participants were told to spend it on themselves. Half were told to spend it on someone else. Later that evening, participants were called and asked how happy they felt and what they spent the money on. Between the two, participants who had spent money on others reported higher levels of happiness In this study, the level of happiness was the: Confound variable Independent variable Dependent variable 3rd factor variable

Dependent variable

In order to reduce the severity of seizures, patient HM had his hippocampus removed. What did scientists learn from performing this procedure? -The hippocampus stores long term memory. -Different areas of the brain store different types of memory, while structures like the hippocampus are responsible for conversion of memories from one type to another. -Episodic long term memory retrieval is affected by hippocampal removal, while procedural is not. -Removing any part of the brain causes a decrease in memory and retrieval ability.

Different areas of the brain store different types of memory, while structures like the hippocampus are responsible for conversion of memories from one type to another.

Rico has decided to change his lifestyle and is loading up on green vegetables in the serving line (rather than fries). He knows that the nutritional value of the fresh green vegetables will be great for his health. Rico is satisfying hedonic needs with his actions.

False

During the next summer Olympics, Under Armour (UA) is attempting to communicate with consumers without paying for "official sponsorship," much like Nike did in the last summer Olympics. In order to influence exposure, UA should take which of the following actions? All of the above. Have numerous athletes wearing UA products Change their campaign to focus on how UA gear has helped a particular athlete achieve Olympic success. Design UA logos to be large relative to the jersey/outfit they are on.

Have numerous athletes wearing UA products

Which of the following is NOT considered a demographic? sex income lifestyle occupation

Lifestyle

In instrumental conditioning, what is the distinction between negative reinforcement and punishment? -There is no difference. They are two words for the same concept. -Negative reinforcement can occur when a stimulus is positive, and punishment only occurs when a stimulus is painful. -Negative reinforcement occurs when a negative outcome is avoided, while punishment occurs when an action causes a negative outcome. -Negative reinforcement creates a preference for negative results, while punishment teaches people to avoid negative results.

Negative reinforcement occurs when a negative outcome is avoided, while punishment occurs when an action causes a negative outcome.

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.

Taco Del Mar has a program where if you buy 10 burritos, you get the 11th They say that this program has had a very positive effect on sales. What behavioral principle are they using to increase sales? Classical conditioning Operant conditioning Variable Ratio reinforcement Classical reinforcement

Operant conditioning

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

__________ is knowledge about the world that is detached from specific scenarios. Autobiographical memory Semantic memory Iconic memory Echoic memory

Semantic memory

________ 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

Jake feels a hunger growing in his stomach. The more he feels the hunger, the more he wishes lunchtime would hurry and arrive. He is already planning what he will eat and how good it will taste. Which of the following processes most accurately identifies what Jake is feeling? The goal process The directionality process The motivation process The involvement process

The motivation process

A consumer is a person who identifies a need or desire, makes a purchase, and then disposes of the product.

True

A consumer's ability to detect a difference between two stimuli is relative to the strength of those stimuli.

True

Classical conditioning occurs when a stimulus that elicits a response is paired with another stimulus that initially does not elicit a response on its own.

True

Consumers who share demographic characteristics such as ethnicity and age can have very different lifestyles.

True

Demographics are statistics that measure observable aspects of a population, such as birth rate, age distribution, and income.

True

Hirosi ordered the expensive "heart attack special" at the local pub. It came with a one-pound hamburger and a full bucket of fries. Halfway through the meal, Hirosi was not feeling well. Yet according to the sunk-cost fallacy, Hirosi will likely continue until he has finished the "special."

True

John Deere established a reputation for building dependable farm tractors. When the company began to build small yard tractors, it insisted on using the same logo on its small mowers as on its large tractors. John Deere was applying stimulus generalization through look-alike packaging.

True

Retrieval is the process whereby we recover information from long-term memory.

True

Shortcuts are considered heuristics, or "mental rules-of-thumb" in decision making.

True

The first step in the perception process is called exposure.

True

The salience of a brand refers to its prominence or level of activation in memory.

True

Unlike video cameras, people do not passively process whatever information happens to be present.

True

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.

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

Feelings or emotional reactions to an object reflect the _____ component of an attitude. knowledge cognitive affective behavioral

affective

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? cognitive affective behavioral latent

affective

Frank is sitting in his Psychology 101 class listening to his professor attempt to explain the "black box" process and its connection with learning. He suddenly smells the aroma of fresh cinnamon rolls, and his mouth begins to water. He looks around the room and sees a student in the last row bite into a big, juicy roll. "I wish I were sitting next to him," Frank thinks, "because I know I could steal a bite." What Frank just went through in class was similar to the "black box" process being described by his professor. This process is more closely associated with which of the following learning methods? incidental learning gestalt learning cognitive learning behavioral learning

behavioral learning

Which term refers to the collection and analysis of extremely large data sets? mainframe marketing data internet information data big data online media data

big data

Alex is a brand manager and wants consumers to form attitudes that are strong, resistant to counter persuasion attempts, more accessible from memory, and more predictive of behavior. Which route of the elaboration likelihood model should he encourage consumers to take? primary route secondary route central route peripheral route

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? primary route secondary route central route peripheral route

central route

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

The ________ threshold refers to the ability of a sensory system to detect changes between two stimuli. absolute differential relative intensity

differential

Seth Hernandez is sitting in a class that precedes lunch. His stomach begins to rumble and grumble. Instead of thinking about the day's lecture, Seth begins to think about lunch and his choice of places to eat. He even begins to narrow down the selection of foods that he might want for lunch. Seth is focusing on biological needs that are at present unfulfilled and have produced what might be thought of as an unpleasant state of arousal. Which of the following theories best describes Seth's experience? fact-and-find theory drive theory emotional theory theory of cognitive dissonance

drive theory

People often make decisions on the basis of a mental accounting. One facet of this accounting is making a decision based on the way a problem was posed. This is called ________. framing the sum-cost fallacy loss aversion positioning

framing

People often make decisions on the basis of mental accounting. One facet of this accounting is making a decision based on the way a problem was posed. This is called ________. framing the sum-cost fallacy loss aversion positioning

framing

When a woman buys expensive jewelry, which of the following needs is most likely being expressed? hedonic utilitarian rational biogenic

hedonic

Much learning takes effort and time, but some learning is so casual as to be unintentional. This type of learning is referred to as ________ learning. stage one subliminal incidental evoked

incidental

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, as if he was actually dialing the number. Which of the following describes what Nick was doing? developing a schema developing a script employing imagery maintenance rehearsal chunking information

maintenance rehearsal

The process of acquiring information and storing it over time is called ________. memory retrieval storage encoding

memory

The degree to which a person is willing to expend energy to reach a specific need is called ________. motivational direction motivation path motivation scheme motivation strength

motivational direction

If a consumer's ideal state is very near or identical to his or her actual state, which of the following best describes the type of problem recognition the consumer would most likely have? opportunity recognition need recognition search recognition no problem recognition

no problem recognition

According to the ________ rule, a product with a low standing on one attribute cannot make up for this position by being better on another attribute. noncompensatory lexicographic elimination-by-aspects conjunctive

noncompensatory

Tanya type scans the newspaper ads every day for new information about current fashion styles and trends, even though she isn't thinking about buying clothes anytime soon. Tanya is engaging in a(n) ________ search. pre-purchase ongoing internal delayed

ongoing

The process by which consumers select, organize, and interpret stimuli is called ________. perception application consumption adaption

perception

Which of the following occurs when a consumer uses a selected product and decides whether it merits his or her expectations? feature creep inertia framing post-purchase evaluation

post-purchase evaluation

The first step in consumer decision making is ________, when the consumer realizes he or she must take some action. problem recognition evaluation of alternatives constructive perspective behavioral influence perspective

problem recognition

A decision strategy that seeks to deliver an adequate solution rather than the best possible solution is referred to as ________. inertia rationalizing satisficing anchoring

satisficing

Which of the following needs from Maslow's hierarchy is addressed by the U.S. Army's advertising slogan "Be all you can be"? safety needs belongingness needs ego needs self-actualization needs

self-actualization needs

A sales manager pays a bonus to new trainees when they develop a good sales prospectus. Later, after the trainees have completed two months of training, the manager pays a bonus only for an actual sale. Which of the following is the manager using to improve the productivity of sales trainees? shaping modeling negative reinforcement variable-ratio reinforcement

shaping

Age, gender, family structure social class, race, ethnicity and income are all used ________. to segment a market as part of promotion in social media to divide the marketing mix

to segment a market