Question 1

According to research, conditioning is most likely to occur when:

Accepted Answer

A)  the conditioned stimuli-unconditioned stimuli link is relatively novel or unknown. 
B)  the consumer is unaware of the link between the conditioned and unconditioned stimuli. 
C)  the unconditioned stimulus precedes the conditioned stimulus. 
D)  the conditioned stimulus is inconsistently paired with the unconditioned stimulus. 
E)  central issues or arguments are presented in the conditioning. 
A)  the conditioned stimuli-unconditioned stimuli link is relatively novel or unknown. 
B)  the consumer is unaware of the link between the conditioned and unconditioned stimuli. 
C)  the unconditioned stimulus precedes the conditioned stimulus. 
D)  the conditioned stimulus is inconsistently paired with the unconditioned stimulus. 
E)  central issues or arguments are presented in the conditioning.

Question 2

Learning that occurs from repetition rather than from conscious processing is known as _____.

Accepted Answer

A)  constant exposure 
B)  nonfocal learning 
C)  unpersuasive exposure 
D)  incidental learning 
E)  message acquisition 
A)  constant exposure 
B)  nonfocal learning 
C)  unpersuasive exposure 
D)  incidental learning 
E)  message acquisition

Question 3

In a mystery ad, the brand is:

Accepted Answer

A)  never revealed in the message. 
B)  processed by very low and obscure routes. 
C)  promoted by an obscure source. 
D)  processed by heuristics that elicit high elaboration. 
E)  not identified until the end of the message. 
A)  never revealed in the message. 
B)  processed by very low and obscure routes. 
C)  promoted by an obscure source. 
D)  processed by heuristics that elicit high elaboration. 
E)  not identified until the end of the message.

Question 4

Consumers can form simple beliefs based on _____ for an endorsement.

Accepted Answer

A)  discredits 
B)  judgments 
C)  heuristics 
D)  attributions 
E)  arguments 
A)  discredits 
B)  judgments 
C)  heuristics 
D)  attributions 
E)  arguments

Question 5

Music is frequently used in marketing communications. Briefly explain the potential positive effects of music on consumers' attitudes.

Accepted Answer

Music can have a significant impact on c

Question 6

Explain with an example how consumers may acquire simple beliefs by forming simple inferences based on simple associations.

Accepted Answer

Consumers may acquire simple beliefs by

Question 7

Alan, the marketing manager for ReadOn Note, realizes that the company's consumer base holds low-effort attitudes toward the product. On closely observing the consumers' reactions, Alan notices that the consumers do not devote emotional resources to processing the central idea behind ReadOn Note's marketing communications. In this scenario, the consumers:

Accepted Answer

A)  are passive recipients of the message. 
B)  are unable to decode the information of the message. 
C)  relate empathetically to the characters in the ad. 
D)  process information with high attention levels. 
E)  form strong beliefs about the message. 
A)  are passive recipients of the message. 
B)  are unable to decode the information of the message. 
C)  relate empathetically to the characters in the ad. 
D)  process information with high attention levels. 
E)  form strong beliefs about the message.

Question 8

Marketers at Raindew Cookies decide to change the packaging of their high-fiber nutritious oatmeal cookies to make them look like attractive chocolate bars. This move has led to a marked increase in the sales of these cookies. In this scenario, the marketers at Raindew Cookies considered repackaging the oatmeal cookies due to the _____.

Accepted Answer

A)  body feedback theory 
B)  rule of thumb theory 
C)  special relativity theory 
D)  reversal theory 
E)  general relativity theory 
A)  body feedback theory 
B)  rule of thumb theory 
C)  special relativity theory 
D)  reversal theory 
E)  general relativity theory

Question 9

Which of the following statements is true of concrete emotional appeals?​

Accepted Answer

A)  They are less specific and generalized in nature. 
B)  They involve emotions such as a feeling of hope. 
C)  They are effective in stimulating short-term behavioral intentions. 
D)  They are emotions that are felt when unimportant events occur. 
E)  They cannot be linked to a specific experience or emotion. 
A)  They are less specific and generalized in nature. 
B)  They involve emotions such as a feeling of hope. 
C)  They are effective in stimulating short-term behavioral intentions. 
D)  They are emotions that are felt when unimportant events occur. 
E)  They cannot be linked to a specific experience or emotion.

Question 10

In the context of attitudes toward ads, which of the following statements is true of consumers in a good mood?

Accepted Answer

A)  They pay attention to negative information about their preferred brands. 
B)  They tend to pay attention to information about competitors. 
C)  They like a brand extension that is moderately similar to the parent product. 
D)  They tend to ignore seeing relationships among brands. 
E)  They avoid having tentative preferences for a single brand. 
A)  They pay attention to negative information about their preferred brands. 
B)  They tend to pay attention to information about competitors. 
C)  They like a brand extension that is moderately similar to the parent product. 
D)  They tend to ignore seeing relationships among brands. 
E)  They avoid having tentative preferences for a single brand.

Question 11

SEVA (surgency, elation, vigor, and activation) is a category of affective response which:

Accepted Answer

A)  is present when the communication puts a consumer in a sad mood. 
B)  includes soothing or relaxing responses. 
C)  is a feeling of warmth, tenderness, and caring. 
D)  includes quiet or pleasant responses. 
E)  is present when the communication puts a consumer in an upbeat mood. 
A)  is present when the communication puts a consumer in a sad mood. 
B)  includes soothing or relaxing responses. 
C)  is a feeling of warmth, tenderness, and caring. 
D)  includes quiet or pleasant responses. 
E)  is present when the communication puts a consumer in an upbeat mood.

Question 12

Briefly explain situations where consumers typically experience wearout.

Accepted Answer

Consumer wearout is a phenomenon that oc

Question 13

Explain how the program or editorial context in which an ad appears can affect consumers' evaluation of the message.

Accepted Answer

The program or editorial context in whic

Question 14

Jon repeatedly watches an ad for BoNmarts, which promotes itself as the store with the lowest prices. These repeated viewings have led Jon to believe that this store has low prices. This is an example of repetition leading consumers to:

Accepted Answer

A)  process the information without becoming bored with the stimulus. 
B)  feel strongly about the central arguments in an ad. 
C)  acquire basic knowledge about products features. 
D)  feel a sense of mystery about the sponsor of an ad. 
E)  feel strongly about the peripheral arguments in an ad. 
A)  process the information without becoming bored with the stimulus. 
B)  feel strongly about the central arguments in an ad. 
C)  acquire basic knowledge about products features. 
D)  feel a sense of mystery about the sponsor of an ad. 
E)  feel strongly about the peripheral arguments in an ad.

Question 15

Explain how moods can bias attitudes in a mood-congruent direction.

Accepted Answer

Moods can significantly influence the wa

Question 16

When motivation, ability, and/or opportunity (MAO) is high, consumers like a brand less when it features a celebrity endorser who also endorses lots of other products.

Accepted Answer

A) True 
 B)False

Question 17

Explain with examples how likable sources can influence affective attitudes.

Accepted Answer

Likable sources can influence affective

Question 18

Which of the following statements is true when a company repetitively plays the same message?

Accepted Answer

A)  It makes claims unbelievable. 
B)  It diminishes brand awareness. 
C)  It makes the brand name familiar. 
D)  It decreases consumers' recalling effort through passive learning. 
E)  It decreases consumers' confidence in the brand. 
A)  It makes claims unbelievable. 
B)  It diminishes brand awareness. 
C)  It makes the brand name familiar. 
D)  It decreases consumers' recalling effort through passive learning. 
E)  It decreases consumers' confidence in the brand.

Question 19

Discuss the three major categories of affective responses.

Accepted Answer

The three major categories of affective

Question 20

_____ is a process that involves consumers becoming bored with a stimulus.

Accepted Answer

A)  Attrition 
B)  The mere exposure effect 
C)  The deactivation effect 
D)  Wearout 
E)  Closeness 
A)  Attrition 
B)  The mere exposure effect 
C)  The deactivation effect 
D)  Wearout 
E)  Closeness

According to research, conditioning is most likely to occur when:

Learning that occurs from repetition rather than from conscious processing is known as _____.

In a mystery ad, the brand is:

Consumers can form simple beliefs based on _____ for an endorsement.

Music is frequently used in marketing communications. Briefly explain the potential positive effects of music on consumers' attitudes.

Explain with an example how consumers may acquire simple beliefs by forming simple inferences based on simple associations.

Which of the following statements is true of concrete emotional appeals?

In the context of attitudes toward ads, which of the following statements is true of consumers in a good mood?

SEVA (surgency, elation, vigor, and activation) is a category of affective response which:

Briefly explain situations where consumers typically experience wearout.

Explain how the program or editorial context in which an ad appears can affect consumers' evaluation of the message.

Jon repeatedly watches an ad for BoNmarts, which promotes itself as the store with the lowest prices. These repeated viewings have led Jon to believe that this store has low prices. This is an example of repetition leading consumers to:

Explain how moods can bias attitudes in a mood-congruent direction.

When motivation, ability, and/or opportunity (MAO) is high, consumers like a brand less when it features a celebrity endorser who also endorses lots of other products.

Explain with examples how likable sources can influence affective attitudes.

Which of the following statements is true when a company repetitively plays the same message?

Discuss the three major categories of affective responses.

_____ is a process that involves consumers becoming bored with a stimulus.

Understanding Consumer Behavior

Motivation, Ability, and Opportunity

From Exposure to Comprehension

Memory and Knowledge

Attitudes Based on High Effort

Problem Recognition and Information Search

Judgment and Decision Making Based on High Effort

Judgment and Decision Making Based on Low Effort

Post-Decision Processes

Social Influences on Consumer Behavior

Consumer Diversity

Household and Social Class Influences

Psychographics: Values, Personality, and Lifestyles

Innovations: Adoption, Resistance, and Diffusion

Symbolic Consumer Behavior

Marketing, Ethics, and Social Responsibility in Today's Consumer Society

Filters

Exam 6: Attitudes Based on Low Effort

According to research, conditioning is most likely to occur when:

Learning that occurs from repetition rather than from conscious processing is known as _____.

In a mystery ad, the brand is:

Consumers can form simple beliefs based on _____ for an endorsement.

Music is frequently used in marketing communications. Briefly explain the potential positive effects of music on consumers' attitudes.

Explain with an example how consumers may acquire simple beliefs by forming simple inferences based on simple associations.

Which of the following statements is true of concrete emotional appeals?​

In the context of attitudes toward ads, which of the following statements is true of consumers in a good mood?

SEVA (surgency, elation, vigor, and activation) is a category of affective response which:

Briefly explain situations where consumers typically experience wearout.

Explain how the program or editorial context in which an ad appears can affect consumers' evaluation of the message.

Jon repeatedly watches an ad for BoNmarts, which promotes itself as the store with the lowest prices. These repeated viewings have led Jon to believe that this store has low prices. This is an example of repetition leading consumers to:

Explain how moods can bias attitudes in a mood-congruent direction.

When motivation, ability, and/or opportunity (MAO) is high, consumers like a brand less when it features a celebrity endorser who also endorses lots of other products.

Explain with examples how likable sources can influence affective attitudes.

Which of the following statements is true when a company repetitively plays the same message?

Discuss the three major categories of affective responses.

_____ is a process that involves consumers becoming bored with a stimulus.

Understanding Consumer Behavior

Motivation, Ability, and Opportunity

From Exposure to Comprehension

Memory and Knowledge

Attitudes Based on High Effort

Problem Recognition and Information Search

Judgment and Decision Making Based on High Effort

Judgment and Decision Making Based on Low Effort

Post-Decision Processes

Social Influences on Consumer Behavior

Consumer Diversity

Household and Social Class Influences

Psychographics: Values, Personality, and Lifestyles

Innovations: Adoption, Resistance, and Diffusion

Symbolic Consumer Behavior

Marketing, Ethics, and Social Responsibility in Today's Consumer Society

Filters

Which of the following statements is true of concrete emotional appeals?