consumer behavior exam 2

T or F: The information-processing model has four major steps or stages: exposure, attention, interpretation, and memory.

True

T or F: High-impact zones in print ads and other print documents tend to be more toward the bottom and right of the ad.

False

T or F: Long-term memory (LTM) is also called working memory.

False

T or F: According to Maslow, all humans acquire a similar set of motives through genetic endowment and social interaction.

True

T or F: Motives that are known and freely admitted are called primary motives.

False

T or F: Laddering is a popular tool for identifying latent motives.

True

T or F: Conflicts between motives are rare

False

T or F: Extroversion, instability, agreeableness, openness to experience, and conscientiousness are dimensions of brand personality.

False

T or F: Celebrity endorsers are often a useful way to personify a brand since the characteristics and meanings of the celebrity can be transferred to the brand

True

T or F: A credible source can enhance message processing and acceptance.

False

According to Nielsen, product placements on TV work best

when there is a good fit between the brand and the show.

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

interpretation

__________ is a series of activities by which stimuli are perceived, transformed into

information, and stored

Information processing

Which of the following stages of the information-processing model constitute perception?

exposure, attention, and interpretation

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

perceptual defenses

__________ occurs when a stimulus is placed within a person’s relevant environment and comes within range of the person’s sensory receptor nerves.

Exposure

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

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

voluntary

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

Attention

Attention generally __________ across repeated exposures, and repetition often __________ recall.

decreases; increases

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?

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

Which of the following statements is true regarding stimulus position and attention with respect to advertising?

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.

__________ is separating a stimulus object from other objects

Isolation

Which of the following is considered an individual factor affecting attention?

motivation

_____ is a drive state created by consumer interests and needs

Motivation

__________ represents the density of stimuli in the environment.

Clutter

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

Closure

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

just noticeable difference.

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 brand extension.

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

learning.

A series of activities by which stimuli are perceived, transformed into information, and stored is called

information processing

__________ is the total accumulation of prior learning experiences.

Memory

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

short-term and long-term memory

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?

short-term memory

The capacity of STM is thought to be in the range of __________ bits of information.

5 to 9

Organizing individual items into groups of related items that can be processed as a single unit is called

chunking.

Using the toll-free number 1-800-FLOWERS to help consumers remember the phone number is an example of

chunking

Which type of memory is viewed as an unlimited, permanent storage that can store numerous types of information such as concepts, decision rules, processes, affective (emotional) states, and so forth?

long-term memory

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

semantic memory

When asked what the concept “New Year’s” meant to Kimiko 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

semantic memory.

The memory of a sequence of events in which a person participated is called

episodic memory

Which type of memory structure is a complex web of associations?

schema

Which of the following statements is FALSE regarding schemas?

Once an associative link is formed, it is permanent

Brands in the schematic memory that come to mind (are recalled) for a specific problem or situation are known as the

evoked set.

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

evoked set.

In which type of learning situation does the consumer have little or no motivation to process or learn the material?

low-involvement learning

The more often a response is reinforced, the more likely it will be repeated in the future as consumers learn that the response is associated with a positive outcome is the basic premise of which type of learning?

operant conditioning

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

Learning a concept or the association between two or more concepts in the absence of conditioning is known as

iconic rote learning

Juan 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

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

brand image.

The value consumers assign to a brand above and beyond the functional characteristics of the product is known as

brand equity.

The energizing force that activates behavior and provides purpose and direction to that behavior is known as

motivation.

Which term is often used interchangeably with the term “motivation”?

need

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

All of the choices are correct

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

physiological

Which need in Maslow’s hierarchy reflects a desire for love, friendship, affiliation, and group acceptance?

belongingness

Which of Maslow’s needs reflects individuals’ desires for status, superiority, self-respect, and prestige?

esteem

Which of Maslow’s needs involves the desire for self-fulfillment, to become all that one is capable of becoming?

self-actualization

For years, the U.S. Army ran an advertising campaign with the tagline, “Be all you can be.” To which of Maslow’s needs is this appealing?

self-actualization

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

need for attribution

A consumer’s tendency to initially react to a new product as though it were the same as similar existing products is most likely to be based on a need

to categorize.

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

An advertisement theme of “do your own thing” is most likely to be based on a need for

autonomy.

Yasmin went to a movie and was disappointed because the main character died. She prefers happy endings to movies, and this one really put her in a bad mood for the rest of the day. This movie was in contrast with which need of Yasmin’s?

teleological 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

need for tension reduction

An advertising theme such as “Serve Pepsi to your friends, they’ll love you for it” is most likely based on __________ motivation.

affiliation

Which need results in the consumer playing various roles and gaining pleasure from adding new, satisfying roles and by increasing the significance of roles already adopted?

need for identification

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

modeling

Motives that are known and freely admitted are called

manifest motives

When asked why she bought a specific automobile, Jenny replied that it has good gas mileage, is rated one the best cars in terms of safety, and was in a moderate price range. These reasons reflect Jenny’s __________ motives

manifest

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

Which of the following is (are) designed to provide information on latent motives?

projective techniques

Two prominent sets of motives under regulatory focus theory are termed

promotion and prevention

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

Dolly prefers to be in a large group rather than alone. She is talkative when with others and is very bold. Which personality trait best describes Dolly?

extroversion

Which trait reflects an individual difference in consumers’ propensity to be biased against the purchase of foreign products?

consumer ethnocentrism

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

consumer ethnocentrism

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 of the following is considered a dimension of brand personality?

All of the choices are correct

In which type of motivational conflict must a consumer choose between two attractive alternatives?

approach–approach

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

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

attitude.

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

attitude.

Feelings or emotional reactions to an object reflect the __________ component of an attitude

affective

Which component of attitude represents one’s tendency to respond in a certain manner toward an object or activity?

behavioral

Madeline has a(n) __________ toward Dr. Pepper, whereby she simultaneously really likes the taste but also is really negative about the brand because it has high calories.

ambivalent attitude

Attitude components tend to be

consistent.

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

All of the choices are correct.

The owner of a local restaurant wants to enhance consumers’ attitudes toward the restaurant by changing the affective component of their attitude. Which of the following is an appropriate approach to achieve this objective?

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

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

mere exposure

How does mere exposure enhance attitudes?

through enhanced familiarity

Generally speaking, compared to attitudes formed under the peripheral route, attitudes formed under the central route tend to be

All of the choices are correct

The source of a communication represents

“who” delivers the message

__________ consists of trustworthiness and expertise.

The two routes to persuasion

Dr. Jackie, a doctor and local news medical correspondent, has frequently appeared in “Ask the Doctor” segment on local news radio. Dr. Jackie is highly esteemed in her field and provides up- to-date medical information for viewers and provides answers to callers’ questions. Sometimes she recommends specific remedies and products, and David, a regular listener of the segment, trusts what she says or recommends because she doesn’t seem to have an apparent motive to mislead listeners. Which characteristic does Dr. Jackie possess?

source credibility

Kellogg’s dropped Olympic swimmer Michael Phelps as a celebrity endorser. Kellogg’s decision was based on

negative behavior involving the celebrity

Tony the Tiger, the Energizer Bunny, and the Aflac duck are examples of

celebrity spokespersons

spokescharacters.

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

two-sided message