Question 1

Campbell's uses coupons,premiums and sweepstakes to promote its soup.This reflects an application of:

Accepted Answer

A) cognitive theory 
B) psychoanalytic theory 
C) operant conditioning 
D) affective theory 
E) the multiattribute motivational model 
A) cognitive theory 
B) psychoanalytic theory 
C) operant conditioning 
D) affective theory 
E) the multiattribute motivational model

Question 2

Ads reminding people to use the FEDEX by dialing 1-800-GOFEDEX are based on:

Accepted Answer

A) a subliminal technique 
B) classical conditioning 
C) reinforcement theory 
D) a mnemonic 
E) shaping 
A) a subliminal technique 
B) classical conditioning 
C) reinforcement theory 
D) a mnemonic 
E) shaping

Question 3

Symbols,rhymes,association and images that assist in the learning and memory processes are known as:

Accepted Answer

A) drives 
B) cues 
C) mnemonics 
D) trigger points 
E) persuaders 
A) drives 
B) cues 
C) mnemonics 
D) trigger points 
E) persuaders

Question 4

_____ is likely to occur when a point-of-purchase display for a new type of dental adhesive is teamed with a life-size portrait of the late Clint Eastwood,a man many people who are over 50 admire and want to emulate.

Accepted Answer

A) Classical conditioning 
B) Psychological conditioning 
C) Affective modeling 
D) Reversal design 
E) Cognitive conditioning 
A) Classical conditioning 
B) Psychological conditioning 
C) Affective modeling 
D) Reversal design 
E) Cognitive conditioning

Question 5

The presence of a prize in every box of Cracker Jack snacks is an example of:

Accepted Answer

A) classical conditioning 
B) continuous reinforcement 
C) partial reinforcement 
D) cognitive learning 
E) intermittent reinforcement 
A) classical conditioning 
B) continuous reinforcement 
C) partial reinforcement 
D) cognitive learning 
E) intermittent reinforcement

Question 6

Which of the following research strategies would cross-disciplinary market researchers likely employ if they were researching how to create ads to increase the use of the U.S.Postal Service?

Accepted Answer

A) observation of how customers interact with people behind the counter at post offices 
B) interpretative analyses 
C) in-depth personal interviews 
D) ethnographic participant observer studies 
E) all of the above. 
A) observation of how customers interact with people behind the counter at post offices 
B) interpretative analyses 
C) in-depth personal interviews 
D) ethnographic participant observer studies 
E) all of the above.

Question 7

Consumer problem recognition occurs when:

Accepted Answer

A) the consumer has depleted his or her inventory of a product 
B) the consumer is dissatisfied with his or her previous purchase 
C) the consumer has a situation creating new needs 
D) the purchase of one product necessitates a new purchase of a related product 
E) any of the above occur 
A) the consumer has depleted his or her inventory of a product 
B) the consumer is dissatisfied with his or her previous purchase 
C) the consumer has a situation creating new needs 
D) the purchase of one product necessitates a new purchase of a related product 
E) any of the above occur

Question 8

The various brands identified as purchase options to be considered during the alternative evaluation process are known as:

Accepted Answer

A) decision criteria 
B) a brand attribution list 
C) the working model 
D) the evoked set 
E) subliminal choices 
A) decision criteria 
B) a brand attribution list 
C) the working model 
D) the evoked set 
E) subliminal choices

Question 9

During which stage of the consumer decision making process are both functional and psychosocial consequences important?

Accepted Answer

A) problem recognition 
B) information search 
C) postpurchase evaluation 
D) alternative evaluation 
E) purchase decision 
A) problem recognition 
B) information search 
C) postpurchase evaluation 
D) alternative evaluation 
E) purchase decision

Question 10

_____ occurs when Mae elects to read only the book section of the New York Times Sunday newspaper and not look at the other sections of the paper.

Accepted Answer

A) Selective retrieval 
B) Selective exposure 
C) Selective comprehension 
D) Selective retention 
E) Subliminal perception 
A) Selective retrieval 
B) Selective exposure 
C) Selective comprehension 
D) Selective retention 
E) Subliminal perception

Question 11

A product manager for a new brand of laundry detergent must:

Accepted Answer

A) increase problem recognition for detergent purchases 
B) interrupt consumers' routine choice behavior and get them to consider a new brand 
C) maintain a lower price than competitors 
D) provide detailed information to consumers 
E) create pioneering advertising. 
A) increase problem recognition for detergent purchases 
B) interrupt consumers' routine choice behavior and get them to consider a new brand 
C) maintain a lower price than competitors 
D) provide detailed information to consumers 
E) create pioneering advertising.

Question 12

Factors such as time of day,store environments,or occasion for which a product will be used are examples of:

Accepted Answer

A) group norms 
B) cultural factors 
C) subcultural influences 
D) family influences 
E) situational determinants 
A) group norms 
B) cultural factors 
C) subcultural influences 
D) family influences 
E) situational determinants

Question 13

_____ is the reinforcement of successive acts that lead to a desired behavioral pattern or response.

Accepted Answer

A) Shaping 
B) Continuous reinforcement 
C) Partial reinforcement 
D) Stimulus generalization 
E) Internal processing 
A) Shaping 
B) Continuous reinforcement 
C) Partial reinforcement 
D) Stimulus generalization 
E) Internal processing

Question 14

Why must marketers recognize the significance of the consumer's postpurchase evaluation stage?

Accepted Answer

A) Cognitive dissonance may cause customers to never again purchase the product that was the source of the psychological tension. 
B) Dissatisfied customers are unlikely to repurchase the marketer's product. 
C) Consumers often seek out information to confirm the wisdom of their choice. 
D) Dissatisfied customers are likely to be a source of negative word-of-mouth information. 
E) All of the above are reasons why marketers must recognize the significance of the consumer's post-purchase evaluation stage. 
A) Cognitive dissonance may cause customers to never again purchase the product that was the source of the psychological tension. 
B) Dissatisfied customers are unlikely to repurchase the marketer's product. 
C) Consumers often seek out information to confirm the wisdom of their choice. 
D) Dissatisfied customers are likely to be a source of negative word-of-mouth information. 
E) All of the above are reasons why marketers must recognize the significance of the consumer's post-purchase evaluation stage.

Question 15

_____ occurs during the first stage in the consumer decision making process.

Accepted Answer

A) Internal search 
B) External search 
C) Problem recognition 
D) Alternative evaluation 
E) Post-purchase evaluation 
A) Internal search 
B) External search 
C) Problem recognition 
D) Alternative evaluation 
E) Post-purchase evaluation

Question 16

For which of the following products is the consumer most likely to experience cognitive dissonance?

Accepted Answer

A) chewing gum 
B) diamond engagement ring 
C) office supplies 
D) light bulbs 
E) garden fertilizer The purchase of a ring is an important decision and the buyer must choose among close alternatives. 
A) chewing gum 
B) diamond engagement ring 
C) office supplies 
D) light bulbs 
E) garden fertilizer The purchase of a ring is an important decision and the buyer must choose among close alternatives.

Question 17

The perceptual process has often been referred to as the consumer's _____ process.

Accepted Answer

A) shaping 
B) information retrieval 
C) filtering 
D) situation-defining 
E) modeling 
A) shaping 
B) information retrieval 
C) filtering 
D) situation-defining 
E) modeling

Question 18

Most of the purchase decisions made by consumers for low-priced frequently purchased products are characterized by:

Accepted Answer

A) routine response behavior 
B) limited problem solving 
C) extended problem solving 
D) high involvement 
E) cognitive learning 
A) routine response behavior 
B) limited problem solving 
C) extended problem solving 
D) high involvement 
E) cognitive learning

Question 19

Ads for cruises,vacation time shares,and resort areas often show a couple enjoying quiet time together.Many of these ads contain two men or two women rather than a man and a woman in order to appeal to the lucrative gay market.This type of ad campaign with same sex couples is an example of how _____ affect marketing.

Accepted Answer

A) demographic groups 
B) subcultures 
C) cultures 
D) social classes 
E) reference groups 
A) demographic groups 
B) subcultures 
C) cultures 
D) social classes 
E) reference groups

Question 20

As you are watching television,have you ever seen the same commercial repeated numerous times over a period of days? The best explanation for the repetitive ads is the advertisers' desire to create:

Accepted Answer

A) selective attention 
B) selective exposure 
C) selective comprehension 
D) selective retention 
E) subliminal perception 
A) selective attention 
B) selective exposure 
C) selective comprehension 
D) selective retention 
E) subliminal perception

Exam 4: Perspectives on Consumer Behavior

Campbell's uses coupons,premiums and sweepstakes to promote its soup.This reflects an application of:

Ads reminding people to use the FEDEX by dialing 1-800-GOFEDEX are based on:

Symbols,rhymes,association and images that assist in the learning and memory processes are known as:

_____ is likely to occur when a point-of-purchase display for a new type of dental adhesive is teamed with a life-size portrait of the late Clint Eastwood,a man many people who are over 50 admire and want to emulate.

The presence of a prize in every box of Cracker Jack snacks is an example of:

Which of the following research strategies would cross-disciplinary market researchers likely employ if they were researching how to create ads to increase the use of the U.S.Postal Service?

Consumer problem recognition occurs when:

The various brands identified as purchase options to be considered during the alternative evaluation process are known as:

During which stage of the consumer decision making process are both functional and psychosocial consequences important?

_____ occurs when Mae elects to read only the book section of the New York Times Sunday newspaper and not look at the other sections of the paper.

A product manager for a new brand of laundry detergent must:

Factors such as time of day,store environments,or occasion for which a product will be used are examples of:

_____ is the reinforcement of successive acts that lead to a desired behavioral pattern or response.

Why must marketers recognize the significance of the consumer's postpurchase evaluation stage?

_____ occurs during the first stage in the consumer decision making process.

For which of the following products is the consumer most likely to experience cognitive dissonance?

The perceptual process has often been referred to as the consumer's _____ process.

Most of the purchase decisions made by consumers for low-priced frequently purchased products are characterized by:

As you are watching television,have you ever seen the same commercial repeated numerous times over a period of days? The best explanation for the repetitive ads is the advertisers' desire to create:

An Introduction to Integrated Marketing Communications

The Role of Imc in the Marketing Process

Organizing for Advertising and Promotion: The Role of Ad Agencies and Other Marketing Communication Organizations

The Communication Process

Source,message,and Channel Factors

Establishing Objectives and Budgeting for the Promotional Program

Creative Strategy: Planning and Development

Creative Strategy: Implementation and Evaluation

Media Planning and Strategy

Evaluation of Broadcast Media

Evaluation of Print Media

Support Media

Direct Marketing

The Internet and Interactive Media

Sales Promotion

Public Relations,Publicity,and Corporate Advertising

Personal Selling

Measuring the Effectiveness of the Promotional Program

International Advertising and Promotion

Regulation of Advertising and Promotion

Evaluating the Social,Ethical,and Economic Aspects of Advertising and Promotion

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