Question 1

External factors that might affect the way consumers perceive advertisements include:

Accepted Answer

A) subcultural purchasing patterns 
B) social class values 
C) attitudes of friends and family 
D) reference group norms 
E) all of the above 
A) subcultural purchasing patterns 
B) social class values 
C) attitudes of friends and family 
D) reference group norms 
E) all of the above

Question 2

The gecko lizard in the Geico Direct insurance ads,the golden arches of McDonald's,and the Mr.Peanut character used by Planters' Peanuts are all examples of:

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 3

_____ group.

Accepted Answer

A) aspirational 
B) disassociative 
C) disconnected 
D) confrontational 
E) segregated 
A) aspirational 
B) disassociative 
C) disconnected 
D) confrontational 
E) segregated

Question 4

In the opening vignette "It's Not Just about Products and Price: Think Sustainability" all of the following EXCEPT ___________ are important to conscious consumers.

Accepted Answer

A) promoting health and safety benefits 
B) manufacturing efficiency 
C) promoting Al Gore's book Earth in the Balance 
D) supporting fair labor and trade practices 
E) being committed to environmentally friendly practices See opening vignette. 
A) promoting health and safety benefits 
B) manufacturing efficiency 
C) promoting Al Gore's book Earth in the Balance 
D) supporting fair labor and trade practices 
E) being committed to environmentally friendly practices See opening vignette.

Question 5

Energizer batteries come with a tester on each battery that lets a user see if the battery needs to be replaced.This strategy is focused to reach consumers at which stage of the consumer decision making process?

Accepted Answer

A) problem recognition 
B) internal search 
C) external search 
D) alternative evaluation 
E) purchase 
A) problem recognition 
B) internal search 
C) external search 
D) alternative evaluation 
E) purchase

Question 6

_____ assumes that learning is an associative process with an already existing relationship between a stimulus and a response.

Accepted Answer

A) Classical conditioning 
B) Operant conditioning 
C) Instrumental conditioning 
D) Cognitive learning 
E) Affective modeling 
A) Classical conditioning 
B) Operant conditioning 
C) Instrumental conditioning 
D) Cognitive learning 
E) Affective modeling

Question 7

An approach to consumer learning that views the consumer as an information processor and problem-solver who forms judgments and evaluates various alternatives is consistent with:

Accepted Answer

A) classical conditioning 
B) instrumental conditioning 
C) shaping 
D) cognitive learning theory 
E) process integration 
A) classical conditioning 
B) instrumental conditioning 
C) shaping 
D) cognitive learning theory 
E) process integration

Question 8

_____ is the process by which an individual receives,selects,organizes,and interprets information to create a meaningful picture of the world.

Accepted Answer

A) Information search 
B) Problem solving 
C) Perception 
D) Motivation 
E) Integration 
A) Information search 
B) Problem solving 
C) Perception 
D) Motivation 
E) Integration

Question 9

On a trip to Spokane,Joy experienced car trouble.She knew she needed to find a good mechanic,so she asked the advice of the people running the motel where she was staying.She also called the local Better Business Bureau to help and looked in the local Yellow Pages.Finally,she called a friend who used to live in Spokane for his recommendation.Joy was obviously engaged in which stage of the consumer decision making process?

Accepted Answer

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

Question 10

An ad for Duncan Hines cake mixes advises consumers to "Tell Them What Is in Your Heart Without Saying a Word" by preparing Duncan Hines brownies for your family and close friends.Duncan Hines is claiming to help satisfy consumers' _____ need as defined by Maslow's hierarchy.

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 11

Critics of psychoanalytic theory believe any results from motivation research are unusable because:

Accepted Answer

A) results are unpredictable 
B) the theory is too responsive to external environmental stimuli 
C) the research requires the use of very large samples 
D) the theory is too vague 
E) the research is too structured 
A) results are unpredictable 
B) the theory is too responsive to external environmental stimuli 
C) the research requires the use of very large samples 
D) the theory is too vague 
E) the research is too structured

Question 12

_____ is an outcome of the alternative evaluation process and represents a predisposition to buy a certain brand.

Accepted Answer

A) A purchase decision 
B) A purchase intention 
C) Affective behavior 
D) Satisfaction 
E) Cognitive dissonance 
A) A purchase decision 
B) A purchase intention 
C) Affective behavior 
D) Satisfaction 
E) Cognitive dissonance

Question 13

_____ are the dimensions or attributes of a product that are used to compare different alternatives.

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 14

During which stage of the consumer decision-making process are evoked sets and evaluative criteria relevant?

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 15

Why are principles of operant conditioning useful in the development of promotional strategies?

Accepted Answer

A) The principles of operant conditioning explain the cognitive processes that mediate a consumer's response to advertising. 
B) The principles of operant conditioning show that experiences with products provide reinforcements that affect future purchase behaviors. 
C) The principles of operant conditioning explain why coupons and samples are unlikely to have any desirable effect on consumer behavior. 
D) The principles of operant conditioning explain consumer behavior in both high and low involvement situations. 
E) The principles of operant conditioning explains how the pairing of a neutral stimulus with a positive stimulus can produce an immediate desired response. 
A) The principles of operant conditioning explain the cognitive processes that mediate a consumer's response to advertising. 
B) The principles of operant conditioning show that experiences with products provide reinforcements that affect future purchase behaviors. 
C) The principles of operant conditioning explain why coupons and samples are unlikely to have any desirable effect on consumer behavior. 
D) The principles of operant conditioning explain consumer behavior in both high and low involvement situations. 
E) The principles of operant conditioning explains how the pairing of a neutral stimulus with a positive stimulus can produce an immediate desired response.

Question 16

_____ is an approach to the structure and development of personality that focuses on the underlying motivations for human behavior.

Accepted Answer

A) Maslow's hierarchy of needs 
B) Psychoanalytic theory 
C) Integration heuristics 
D) Multiattribute attitude theory 
E) Operant conditioning 
A) Maslow's hierarchy of needs 
B) Psychoanalytic theory 
C) Integration heuristics 
D) Multiattribute attitude theory 
E) Operant conditioning

Question 17

Martha took part in a marketing research experiment in which she was given two pictures of two distinctly different kitchens and asked to write a description of the person who owned each one.What kind of motivation research was Martha participating in?

Accepted Answer

A) projective techniques 
B) an association test 
C) a focus interview 
D) a mall intercept 
E) subliminal test 
A) projective techniques 
B) an association test 
C) a focus interview 
D) a mall intercept 
E) subliminal test

Question 18

Nestlé uses the slogan,"Good Food,Good Life" to stress that its products provide everything consumers need-there is no need of looking at any other brands.Nestlé uses:

Accepted Answer

A) the affect referral decision rule 
B) intermittent stimulation 
C) cognitive input/output 
D) psychosocial consequences 
E) non-qualitative evaluative criteria 
A) the affect referral decision rule 
B) intermittent stimulation 
C) cognitive input/output 
D) psychosocial consequences 
E) non-qualitative evaluative criteria

Question 19

In terms of the alternative evaluation stage of the consumer decision-making process,how a golf cart handles,how the brakes on a bicycle work,and how well a stain remover eliminates grass stains are all examples of:

Accepted Answer

A) functional consequences 
B) psychosocial consequences 
C) bundles of attributes 
D) service assessments 
E) physiological stimuli 
A) functional consequences 
B) psychosocial consequences 
C) bundles of attributes 
D) service assessments 
E) physiological stimuli

Question 20

The basis for subliminal advertising can be found in:

Accepted Answer

A) cognitive theory 
B) psychoanalytic theory 
C) behavioral learning theory 
D) affective theory 
E) multiattribute motivational model 
A) cognitive theory 
B) psychoanalytic theory 
C) behavioral learning theory 
D) affective theory 
E) multiattribute motivational model

Exam 4: Perspectives on Consumer Behavior

External factors that might affect the way consumers perceive advertisements include:

The gecko lizard in the Geico Direct insurance ads,the golden arches of McDonald's,and the Mr.Peanut character used by Planters' Peanuts are all examples of:

_____ group.

In the opening vignette "It's Not Just about Products and Price: Think Sustainability" all of the following EXCEPT ___________ are important to conscious consumers.

Energizer batteries come with a tester on each battery that lets a user see if the battery needs to be replaced.This strategy is focused to reach consumers at which stage of the consumer decision making process?

_____ assumes that learning is an associative process with an already existing relationship between a stimulus and a response.

An approach to consumer learning that views the consumer as an information processor and problem-solver who forms judgments and evaluates various alternatives is consistent with:

_____ is the process by which an individual receives,selects,organizes,and interprets information to create a meaningful picture of the world.

An ad for Duncan Hines cake mixes advises consumers to "Tell Them What Is in Your Heart Without Saying a Word" by preparing Duncan Hines brownies for your family and close friends.Duncan Hines is claiming to help satisfy consumers' _____ need as defined by Maslow's hierarchy.

Critics of psychoanalytic theory believe any results from motivation research are unusable because:

_____ is an outcome of the alternative evaluation process and represents a predisposition to buy a certain brand.

_____ are the dimensions or attributes of a product that are used to compare different alternatives.

During which stage of the consumer decision-making process are evoked sets and evaluative criteria relevant?

Why are principles of operant conditioning useful in the development of promotional strategies?

_____ is an approach to the structure and development of personality that focuses on the underlying motivations for human behavior.

Martha took part in a marketing research experiment in which she was given two pictures of two distinctly different kitchens and asked to write a description of the person who owned each one.What kind of motivation research was Martha participating in?

Nestlé uses the slogan,"Good Food,Good Life" to stress that its products provide everything consumers need-there is no need of looking at any other brands.Nestlé uses:

In terms of the alternative evaluation stage of the consumer decision-making process,how a golf cart handles,how the brakes on a bicycle work,and how well a stain remover eliminates grass stains are all examples of:

The basis for subliminal advertising can be found in:

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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