Question 1

What is the difference between a habit and an attitude?

Accepted Answer

Attitude: The acquired mental position-p

Question 2

_____ refers to the underlying drives that contribute to an individual's purchasing actions.

Accepted Answer

A) Conditioned learning 
B) Perception 
C) Inducement 
D) Motivation 
E) Corroboration 
A) Conditioned learning 
B) Perception 
C) Inducement 
D) Motivation 
E) Corroboration

Question 3

Why is it important for marketers to realize that consumers have limited memories?

Accepted Answer

Because of limited memory,consumers resi

Question 4

List the elements of the human communication process model described in the text and briefly describe each.

Accepted Answer

The various parts of the human communica

Question 5

Alan did not see the ad for Goodwater riding equipment that was in his latest copy of Western Horseman because he was much more interested in an article on Argentine cowboys that began on the Page opposite the equipment ad.In terms of the communication process,the article on Argentine cowboys served as _____ for the Goodwater ad.

Accepted Answer

A) noise 
B) feedback 
C) Information overload 
D) a source maze 
E) a reception blocker 
A) noise 
B) feedback 
C) Information overload 
D) a source maze 
E) a reception blocker

Question 6

Which of the following is an example of a non-personal influence that would affect the purchase of a burial (funeral)plan?

Accepted Answer

A) An individual's perception of himself as invincible 
B) A dream about a heart attack 
C) An ad showing retired people enjoying themselves 
D) The fact that there is no convenient place to buy it other than a funeral home 
E) The speaker at an investment seminar 
A) An individual's perception of himself as invincible 
B) A dream about a heart attack 
C) An ad showing retired people enjoying themselves 
D) The fact that there is no convenient place to buy it other than a funeral home 
E) The speaker at an investment seminar

Question 7

Maslow's hierarchy of needs helps researchers:

Accepted Answer

A) create habit-breaking attitudes. 
B) learn how to control selective perception. 
C) understand how culture influences consumer behavior. 
D) control the amount and type of feedback. 
E) better understand what motivates consumers. 
A) create habit-breaking attitudes. 
B) learn how to control selective perception. 
C) understand how culture influences consumer behavior. 
D) control the amount and type of feedback. 
E) better understand what motivates consumers.

Question 8

Consumers' evoked sets are:

Accepted Answer

A) those members of the buyer's family who must be considered when a product is selected for purchase. 
B) the combination of products that consumers finally select for their use. 
C) the alternatives that consumers evaluate before making decisions. 
D) the environments that affect the decision-making process. 
E) the relevant reference group(s)for a particular purchase. 
A) those members of the buyer's family who must be considered when a product is selected for purchase. 
B) the combination of products that consumers finally select for their use. 
C) the alternatives that consumers evaluate before making decisions. 
D) the environments that affect the decision-making process. 
E) the relevant reference group(s)for a particular purchase.

Question 9

What are physiological screens and how do they affect the advertising process?

Accepted Answer

The physiological screens comp

Question 10

The number of Hispanics in the United States is growing rapidly.In Mexico,a prescription is not needed to get medication and so the idea of bringing their prescription to the pharmacist in order to get the needed medicine is foreign to Mexican immigrants.Developing a method of explaining prescriptions to recent immigrants is a response to _____ differences.

Accepted Answer

A) social class 
B) economic 
C) cultural 
D) ethical 
E) psychographic 
A) social class 
B) economic 
C) cultural 
D) ethical 
E) psychographic

Question 11

The magazine cover showed most viewers an exciting photograph of how a brave,skillful cowboy won the bull-riding event at a national rodeo.Because of her strong feelings about the safety of animals,Kaye saw the picture as fostering cruelty to animals._____ prevented her from seeing the athleticism in the rodeo event.

Accepted Answer

A) Physiological filtering 
B) Stimulus blocking 
C) Selective perception 
D) Perceptual blocking 
E) Cognitive dissonance 
A) Physiological filtering 
B) Stimulus blocking 
C) Selective perception 
D) Perceptual blocking 
E) Cognitive dissonance

Question 12

An example of negatively-originated motives that energize consumer behavior would be finding the milk carton empty and wanting cereal for breakfast.

Accepted Answer

A) True 
 B)False

Question 13

Tina is a new student at a private academy.She values the opinions of her new classmates and tries to dress just like them.She watches the same television shows they watch and tries to copy their hair style and the way they stand.For Tina,her new classmates are a(n):

Accepted Answer

A) approval center. 
B) focus group. 
C) standard bearer. 
D) cultural norm. 
E) reference group. 
A) approval center. 
B) focus group. 
C) standard bearer. 
D) cultural norm. 
E) reference group.

Question 14

Advertisers have three habit-related goals.Which of the following promotions is intended to help the advertiser meet the goal of habit acquisition?

Accepted Answer

A) For every ten cups of coffee you purchase at a local convenience store,you get one free. 
B) A sales clerk gives out free samples of Bush's brand home style chili at Sam's Club. 
C) Reynar,a long-time Gleem toothpaste user,receives a coupon for a free trial-size of Rembrandt toothpaste in the mail. 
D) To entice you to join the Mystery Book Club,the organization offers six free books to new members. 
E) The new Kroger supermarket is holding a grand opening with numerous buy-one-get-one-free items to attract shoppers from other supermarkets. 
A) For every ten cups of coffee you purchase at a local convenience store,you get one free. 
B) A sales clerk gives out free samples of Bush's brand home style chili at Sam's Club. 
C) Reynar,a long-time Gleem toothpaste user,receives a coupon for a free trial-size of Rembrandt toothpaste in the mail. 
D) To entice you to join the Mystery Book Club,the organization offers six free books to new members. 
E) The new Kroger supermarket is holding a grand opening with numerous buy-one-get-one-free items to attract shoppers from other supermarkets.

Question 15

Because very few people are actually in the market at any given time,most mass media advertising probably receives _____ processing.

Accepted Answer

A) elaborate 
B) peripheral 
C) probable 
D) habitual 
E) perceptual 
A) elaborate 
B) peripheral 
C) probable 
D) habitual 
E) perceptual

Question 16

In terms of the human communication process model,what role does the sponsor of the advertisement play?

Accepted Answer

A) Feedback 
B) Channel 
C) Message 
D) Receiver 
E) Source 
A) Feedback 
B) Channel 
C) Message 
D) Receiver 
E) Source

Question 17

In the special bride edition of Martha Stewart's Living magazine,its editors describe the latest trends in weddings and give advice on how to create the perfect wedding.In this situation,the editors of the magazine could be considered:

Accepted Answer

A) opinion leaders. 
B) reinforcers. 
C) a reference point. 
D) selective communicators. 
E) negative motivators. 
A) opinion leaders. 
B) reinforcers. 
C) a reference point. 
D) selective communicators. 
E) negative motivators.

Question 18

When Lisa thinks about taking a class in conversational Italian,she thinks of it as a way to challenge her intellect.When Megan thinks about taking a class in conversational Italian,she thinks how much fun it will be to visit Italy once she knows the language.Their differing opinions most likely result from differences in:

Accepted Answer

A) perceptions. 
B) motivations. 
C) attitudes. 
D) cognitive learning. 
E) social class. 
A) perceptions. 
B) motivations. 
C) attitudes. 
D) cognitive learning. 
E) social class.

Question 19

_____ is the acquired behavior pattern that becomes nearly or completely involuntary.

Accepted Answer

A) Attitude 
B) Incentive 
C) Impetus 
D) Habit 
E) Stimulus-response 
A) Attitude 
B) Incentive 
C) Impetus 
D) Habit 
E) Stimulus-response

Question 20

The Kim-Lord Grid portrays the degree and the kind of involvement a consumer brings to the purchase decision.

Accepted Answer

A) True 
 B)False

What is the difference between a habit and an attitude?

_____ refers to the underlying drives that contribute to an individual's purchasing actions.

Why is it important for marketers to realize that consumers have limited memories?

List the elements of the human communication process model described in the text and briefly describe each.

Which of the following is an example of a non-personal influence that would affect the purchase of a burial (funeral)plan?

Maslow's hierarchy of needs helps researchers:

Consumers' evoked sets are:

What are physiological screens and how do they affect the advertising process?

An example of negatively-originated motives that energize consumer behavior would be finding the milk carton empty and wanting cereal for breakfast.

Tina is a new student at a private academy.She values the opinions of her new classmates and tries to dress just like them.She watches the same television shows they watch and tries to copy their hair style and the way they stand.For Tina,her new classmates are a(n):

Advertisers have three habit-related goals.Which of the following promotions is intended to help the advertiser meet the goal of habit acquisition?

Because very few people are actually in the market at any given time,most mass media advertising probably receives _____ processing.

In terms of the human communication process model,what role does the sponsor of the advertisement play?

In the special bride edition of Martha Stewart's Living magazine,its editors describe the latest trends in weddings and give advice on how to create the perfect wedding.In this situation,the editors of the magazine could be considered:

_____ is the acquired behavior pattern that becomes nearly or completely involuntary.

The Kim-Lord Grid portrays the degree and the kind of involvement a consumer brings to the purchase decision.

The Evolution of Advertising

The Economic,Social,and Regulatory Aspects of Advertising

The Business of Advertising

Segmentation,Targeting,and the Marketing Mix

Out-Of-Home, Direct Mail, and Specialty Advertising

Marketing,Advertising and IMC Planning

Creating ADS: Strategy and Process

Creative Execution: Art and Copy

Producing ADS

Print Advertising

Electronic Media: Television and Radio

Digital Interactive Media

Out-Of-Home, Direct Mail, and Specialty Advertising

Media Planning and Buying

IMC: Direct Marketing, Personal Selling, Packaging, and Sales Promotion

IMC: Public Relations, Sponsorship, and Corporate Advertising

Filters

Exam 5: Communication and Consumer Behavior

What is the difference between a habit and an attitude?

_____ refers to the underlying drives that contribute to an individual's purchasing actions.

Why is it important for marketers to realize that consumers have limited memories?

List the elements of the human communication process model described in the text and briefly describe each.

Which of the following is an example of a non-personal influence that would affect the purchase of a burial (funeral)plan?

Maslow's hierarchy of needs helps researchers:

Consumers' evoked sets are:

What are physiological screens and how do they affect the advertising process?

An example of negatively-originated motives that energize consumer behavior would be finding the milk carton empty and wanting cereal for breakfast.

Tina is a new student at a private academy.She values the opinions of her new classmates and tries to dress just like them.She watches the same television shows they watch and tries to copy their hair style and the way they stand.For Tina,her new classmates are a(n):

Advertisers have three habit-related goals.Which of the following promotions is intended to help the advertiser meet the goal of habit acquisition?

Because very few people are actually in the market at any given time,most mass media advertising probably receives _____ processing.

In terms of the human communication process model,what role does the sponsor of the advertisement play?

In the special bride edition of Martha Stewart's Living magazine,its editors describe the latest trends in weddings and give advice on how to create the perfect wedding.In this situation,the editors of the magazine could be considered:

_____ is the acquired behavior pattern that becomes nearly or completely involuntary.

The Kim-Lord Grid portrays the degree and the kind of involvement a consumer brings to the purchase decision.

The Evolution of Advertising

The Economic,Social,and Regulatory Aspects of Advertising

The Business of Advertising

Segmentation,Targeting,and the Marketing Mix

Out-Of-Home, Direct Mail, and Specialty Advertising

Marketing,Advertising and IMC Planning

Creating ADS: Strategy and Process

Creative Execution: Art and Copy

Producing ADS

Print Advertising

Electronic Media: Television and Radio

Digital Interactive Media

Out-Of-Home, Direct Mail, and Specialty Advertising

Media Planning and Buying

IMC: Direct Marketing, Personal Selling, Packaging, and Sales Promotion

IMC: Public Relations, Sponsorship, and Corporate Advertising

Filters