Question 1

Which of the following is an example of a psychosocial consequence?

Accepted Answer

A) the taste of a soft drink 
B) the feeling of prestige associated with wearing a Rolex watch 
C) the acceleration of an automobile 
D) the processing speed of a personal computer 
E) the firmness of a mattress 
A) the taste of a soft drink 
B) the feeling of prestige associated with wearing a Rolex watch 
C) the acceleration of an automobile 
D) the processing speed of a personal computer 
E) the firmness of a mattress

Question 2

An ad for Lowe's Home Improvement Warehouses shows a U.S.flag made out of flowers and has the headline,"Hooray for the red,white,and bloom." The ad associates Lowe's with the beauty of flowers as well as patriotism-both of which evoke positive responses in consumers and by association should evoke positive responses for Lowe's.This is an example of:

Accepted Answer

A) the application of classical conditioning theory 
B) the wheel of retailing hypothesis 
C) cognitive planning 
D) using functional consequences to make a positioning statement 
E) perception retrieval 
A) the application of classical conditioning theory 
B) the wheel of retailing hypothesis 
C) cognitive planning 
D) using functional consequences to make a positioning statement 
E) perception retrieval

Question 3

_____ is a filtering or screening of exposure,attention,comprehension,and retention of stimuli.

Accepted Answer

A) Subliminal perception 
B) Information discrimination 
C) Sensation 
D) Selective perception 
E) Information retrieval 
A) Subliminal perception 
B) Information discrimination 
C) Sensation 
D) Selective perception 
E) Information retrieval

Question 4

_____ views a consumer's attitude toward brand as possessing a number of attributes that provide the basis on which consumers form their attitudes.

Accepted Answer

A) A multiattribute attitude model 
B) An affect referral attitude model 
C) Heuristics 
D) Stimulus-response theory 
E) Operant conditioning 
A) A multiattribute attitude model 
B) An affect referral attitude model 
C) Heuristics 
D) Stimulus-response theory 
E) Operant conditioning

Question 5

According to those who believe in subliminal advertising,effective symbols,such as skulls and cross bones,phallic symbols and words such as "sex",are embedded in the ads.The use of these symbols to stimulate consumers' motives would receive support from _____ theory.

Accepted Answer

A) cognitive 
B) reinforcement 
C) behavioral learning 
D) psychoanalytical 
E) operant learning 
A) cognitive 
B) reinforcement 
C) behavioral learning 
D) psychoanalytical 
E) operant learning

Question 6

According to Abraham Maslow's hierarchy of needs theory,the highest level of needs are ______ needs.

Accepted Answer

A) physiological 
B) social 
C) self actualization 
D) esteem 
E) safety 
A) physiological 
B) social 
C) self actualization 
D) esteem 
E) safety

Question 7

Which of the following could be an example of an evaluative criterion a parent might use to select a pediatrician for her children?

Accepted Answer

A) the location of the doctor's office 
B) where the doctor attended medical school 
C) how the doctor handles emergency situations 
D) how compassionate the doctor seems 
E) all of the above 
A) the location of the doctor's office 
B) where the doctor attended medical school 
C) how the doctor handles emergency situations 
D) how compassionate the doctor seems 
E) all of the above

Question 8

Peugeot ran a print advertising campaign for its automobiles that presented twenty good reasons for buying a Peugeot 505.The ad was very detailed and contained a great deal of information concerning performance characteristics of the car.This type of ad campaign would be consistent with which of the following learning theories?

Accepted Answer

A) instrumental conditioning 
B) classical conditioning 
C) low involvement learning 
D) cognitive learning theory 
E) multiattribute learning 
A) instrumental conditioning 
B) classical conditioning 
C) low involvement learning 
D) cognitive learning theory 
E) multiattribute learning

Question 9

_____ refer to specific events or outcomes consumers experience when a product or service is purchased and/or consumed.

Accepted Answer

A) Evaluative criteria 
B) Attribute assignments 
C) Dissonance motives 
D) Consequences 
E) Reinforcement criteria 
A) Evaluative criteria 
B) Attribute assignments 
C) Dissonance motives 
D) Consequences 
E) Reinforcement criteria

Question 10

Consumer behavior is defined as:

Accepted Answer

A) conspicuous consumption 
B) the process people engage in when searching for,selecting,and using products and services they need 
C) the act of physically purchasing a product 
D) the act of making a final decision as to which product to purchase 
E) the process product producers use to design new products 
A) conspicuous consumption 
B) the process people engage in when searching for,selecting,and using products and services they need 
C) the act of physically purchasing a product 
D) the act of making a final decision as to which product to purchase 
E) the process product producers use to design new products

Question 11

_____ are factors that compel or drive a consumer to take a particular action.

Accepted Answer

A) Motives 
B) Impulses 
C) Wants 
D) Evaluative criterion 
E) Attributes 
A) Motives 
B) Impulses 
C) Wants 
D) Evaluative criterion 
E) Attributes

Question 12

When Sunkist introduced Almond Accents,a topping for everything from salads to casseroles,the promotional program for the introduction process included a 75-cents-off coupon on one 6 ounce bag and a $1.25-cents off coupon for two 6-ounce bags.In addition,consumers were asked to enter an original recipe using Almond Accents in a contest in which the first prize was a trip for two to the Culinary Institute of America.The use of these promotional tools is a good example of the application of:

Accepted Answer

A) classical conditioning theory 
B) shaping procedures 
C) cognitive learning theory 
D) intermittent reinforcement 
E) attitude modification theory 
A) classical conditioning theory 
B) shaping procedures 
C) cognitive learning theory 
D) intermittent reinforcement 
E) attitude modification theory

Question 13

Information such as product knowledge,meanings,and beliefs is combined to evaluate alternatives through:

Accepted Answer

A) motive stimulation 
B) subliminal perception 
C) integration processes 
D) cognitive dissonance 
E) affective reasoning 
A) motive stimulation 
B) subliminal perception 
C) integration processes 
D) cognitive dissonance 
E) affective reasoning

Question 14

_____ is most closely associated with positive reinforcement.

Accepted Answer

A) Projective conditioning 
B) Psychoanalytic theory 
C) Operant conditioning 
D) Affective theory 
E) The multiattribute motivational model 
A) Projective conditioning 
B) Psychoanalytic theory 
C) Operant conditioning 
D) Affective theory 
E) The multiattribute motivational model

Question 15

Lower level needs such as hunger and thirst are important to marketers because these needs:

Accepted Answer

A) are the hardest to satisfy 
B) are an ongoing source of motivation for most consumer purchase behavior 
C) provide marketing opportunities for international marketers who do not want to make major financial investments in product adaptation 
D) offer marketers a basis for differentiating their products 
E) are the source for most market development strategies 
A) are the hardest to satisfy 
B) are an ongoing source of motivation for most consumer purchase behavior 
C) provide marketing opportunities for international marketers who do not want to make major financial investments in product adaptation 
D) offer marketers a basis for differentiating their products 
E) are the source for most market development strategies

Question 16

Family role structures are important to advertisers in determining:

Accepted Answer

A) whether to use operant or classical conditioning 
B) whether to appeal to the subconscious motives of the husband or the wife 
C) what information to feature in advertising to each family member 
D) whether to use a high or low involvement ad 
E) all of the above 
A) whether to use operant or classical conditioning 
B) whether to appeal to the subconscious motives of the husband or the wife 
C) what information to feature in advertising to each family member 
D) whether to use a high or low involvement ad 
E) all of the above

Question 17

_____ is a construct that represents an individual's overall feelings or evaluation of an object and is viewed as a learned predisposition to respond toward it.

Accepted Answer

A) A motive 
B) A need 
C) Perception 
D) An attitude 
E) A decision rule 
A) A motive 
B) A need 
C) Perception 
D) An attitude 
E) A decision rule

Question 18

External sources of information used in the consumer decision-making process include:

Accepted Answer

A) personal experiences 
B) public sources 
C) commercial sources 
D) personal sources 
E) all of the above 
A) personal experiences 
B) public sources 
C) commercial sources 
D) personal sources 
E) all of the above

Question 19

_____ occurs when an unconditioned stimulus and a conditioned stimulus occur in close proximity in time and space.

Accepted Answer

A) Association 
B) Repetition 
C) Frequency 
D) Conditioning 
E) Generalization 
A) Association 
B) Repetition 
C) Frequency 
D) Conditioning 
E) Generalization

Question 20

In-depth interviews,projective techniques and association tests are methodologies used primarily by:

Accepted Answer

A) motivation researchers 
B) attitude researchers 
C) learning theorists 
D) demographic researchers 
E) social influence researchers 
A) motivation researchers 
B) attitude researchers 
C) learning theorists 
D) demographic researchers 
E) social influence researchers

Which of the following is an example of a psychosocial consequence?

_____ is a filtering or screening of exposure,attention,comprehension,and retention of stimuli.

_____ views a consumer's attitude toward brand as possessing a number of attributes that provide the basis on which consumers form their attitudes.

According to those who believe in subliminal advertising,effective symbols,such as skulls and cross bones,phallic symbols and words such as "sex",are embedded in the ads.The use of these symbols to stimulate consumers' motives would receive support from _____ theory.

According to Abraham Maslow's hierarchy of needs theory,the highest level of needs are ______ needs.

Which of the following could be an example of an evaluative criterion a parent might use to select a pediatrician for her children?

_____ refer to specific events or outcomes consumers experience when a product or service is purchased and/or consumed.

Consumer behavior is defined as:

_____ are factors that compel or drive a consumer to take a particular action.

Information such as product knowledge,meanings,and beliefs is combined to evaluate alternatives through:

_____ is most closely associated with positive reinforcement.

Lower level needs such as hunger and thirst are important to marketers because these needs:

Family role structures are important to advertisers in determining:

_____ is a construct that represents an individual's overall feelings or evaluation of an object and is viewed as a learned predisposition to respond toward it.

External sources of information used in the consumer decision-making process include:

_____ occurs when an unconditioned stimulus and a conditioned stimulus occur in close proximity in time and space.

In-depth interviews,projective techniques and association tests are methodologies used primarily by:

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

Filters

Exam 4: Perspectives on Consumer Behavior

Which of the following is an example of a psychosocial consequence?

_____ is a filtering or screening of exposure,attention,comprehension,and retention of stimuli.

_____ views a consumer's attitude toward brand as possessing a number of attributes that provide the basis on which consumers form their attitudes.

According to those who believe in subliminal advertising,effective symbols,such as skulls and cross bones,phallic symbols and words such as "sex",are embedded in the ads.The use of these symbols to stimulate consumers' motives would receive support from _____ theory.

According to Abraham Maslow's hierarchy of needs theory,the highest level of needs are ______ needs.

Which of the following could be an example of an evaluative criterion a parent might use to select a pediatrician for her children?

_____ refer to specific events or outcomes consumers experience when a product or service is purchased and/or consumed.

Consumer behavior is defined as:

_____ are factors that compel or drive a consumer to take a particular action.

Information such as product knowledge,meanings,and beliefs is combined to evaluate alternatives through:

_____ is most closely associated with positive reinforcement.

Lower level needs such as hunger and thirst are important to marketers because these needs:

Family role structures are important to advertisers in determining:

_____ is a construct that represents an individual's overall feelings or evaluation of an object and is viewed as a learned predisposition to respond toward it.

External sources of information used in the consumer decision-making process include:

_____ occurs when an unconditioned stimulus and a conditioned stimulus occur in close proximity in time and space.

In-depth interviews,projective techniques and association tests are methodologies used primarily by:

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

Filters