Question 1

_____ are groups of people whom we try to emulate or whose approval concerns us.

Accepted Answer

A) Approval centers 
B) Emulation groups 
C) Norm standard bearers 
D) Cultural norms 
E) Reference groups 
A) Approval centers 
B) Emulation groups 
C) Norm standard bearers 
D) Cultural norms 
E) Reference groups

Question 2

Cognitive dissonance is just as likely to occur for a low-involvement product as for a high-involvement product.

Accepted Answer

A) True 
 B)False

Question 3

Which of the following is an example of an interpersonal influence that would affect the purchase of an IRA (Individual Retirement Account)?

Accepted Answer

A) The individual's current income level 
B) The kinds of IRA funds family members participate in 
C) What the individual knows about the future value of money 
D) The time of year the IRA is being purchased 
E) The Company recommended plan 
A) The individual's current income level 
B) The kinds of IRA funds family members participate in 
C) What the individual knows about the future value of money 
D) The time of year the IRA is being purchased 
E) The Company recommended plan

Question 4

What is the difference between the central route and the peripheral route to persuasion?

Accepted Answer

Central route to persuasion: One of two

Question 5

To establish an evoked set,consumers must:

Accepted Answer

A) have brand loyalty. 
B) establish evaluative criteria. 
C) must be motivated by personal influences. 
D) avoid post-purchase evaluation. 
E) experience cognitive dissonance. 
A) have brand loyalty. 
B) establish evaluative criteria. 
C) must be motivated by personal influences. 
D) avoid post-purchase evaluation. 
E) experience cognitive dissonance.

Question 6

What are the dimensions used on the Foote,Cone & Belding grid to determine which type of advertising would be most appropriate?

Accepted Answer

The FCB grid categorized consu

Question 7

What are transformational motives? List three examples of transformational motives.

Accepted Answer

Transformational motives are positively

Question 8

The immediate images that the name Oz creates for a fan of Ozzie Osborne's music and a fan of The Wizard of Oz are very different.The screen-building process has created different _____ for the two individuals.

Accepted Answer

A) blocking functions 
B) stimulus/response stereotypes 
C) habitual perceptions 
D) attitudinal awareness 
E) mental files 
A) blocking functions 
B) stimulus/response stereotypes 
C) habitual perceptions 
D) attitudinal awareness 
E) mental files

Question 9

What are the two broad categories of learning theories used by most advertisers?

Accepted Answer

A) Cognitive theory and conditioning theory 
B) The central and peripheral routes 
C) Interpersonal theory and non-personal theory 
D) Affective and cognitive routes 
E) Psychological and physiological screens 
A) Cognitive theory and conditioning theory 
B) The central and peripheral routes 
C) Interpersonal theory and non-personal theory 
D) Affective and cognitive routes 
E) Psychological and physiological screens

Question 10

The source for the ad for the Nissan Maxima in Fortune magazine is the copywriter and the art director that created the ad.

Accepted Answer

A) True 
 B)False

Question 11

Someone who is a vegetarian often becomes so due to the belief that killing animals is cruel and that meat contains chemicals they do not want in their bodies.Both of these reasons are examples of _____ motives.

Accepted Answer

A) transformational 
B) stimulus 
C) negatively originated 
D) transactional 
E) need-based 
A) transformational 
B) stimulus 
C) negatively originated 
D) transactional 
E) need-based

Question 12

According to the human communication process,the baby boomer who read all of the copy in an ad for Lyrica,a prescription for people who feel tingling or burning sensations in their feet,would be a(n):

Accepted Answer

A) encoder. 
B) medium. 
C) receiver. 
D) source. 
E) channel. 
A) encoder. 
B) medium. 
C) receiver. 
D) source. 
E) channel.

Question 13

_____ is needs that we learn during our lifetime.

Accepted Answer

A) Values 
B) Wants 
C) Ethics 
D) Desires 
E) Ideals 
A) Values 
B) Wants 
C) Ethics 
D) Desires 
E) Ideals

Question 14

Distinguish between the cognitive theory of learning and the conditioning theory of learning.

Accepted Answer

The cognitive theory views learning as a

Question 15

Conditioning theory of learning applies more to the simple,basic and low involvement purchases that the consumers make every day.

Accepted Answer

A) True 
 B)False

Question 16

_____ is the basic,often instinctive,human forces that motivate us to do something.

Accepted Answer

A) Needs 
B) Wants 
C) Ideals 
D) Desires 
E) Inducements 
A) Needs 
B) Wants 
C) Ideals 
D) Desires 
E) Inducements

Question 17

Within Jon's perception process,the smell of sawdust at the lumber yard was an example of a stimulus.

Accepted Answer

A) True 
 B)False

Question 18

Perceptual screens refer to the images we carry in our minds of the type of person we are and who we desire to be.

Accepted Answer

A) True 
 B)False

Question 19

_____ refers to the whole set of meanings,beliefs,attitudes and ways of doing things that are shared by some homogeneous social group and typically handed down from generation to generation.

Accepted Answer

A) Culture 
B) Psychographics 
C) Civilization 
D) Social evolution 
E) Generational learning 
A) Culture 
B) Psychographics 
C) Civilization 
D) Social evolution 
E) Generational learning

Question 20

According to the ____,people strive to justify their behavior by reducing the degree to which their beliefs or impressions are inconsistent with reality.

Accepted Answer

A) cognitive theory of satisfaction 
B) stimulus-response theory 
C) equity theory 
D) theory of cognitive dissonance 
E) expectancy theory 
A) cognitive theory of satisfaction 
B) stimulus-response theory 
C) equity theory 
D) theory of cognitive dissonance 
E) expectancy theory

_____ are groups of people whom we try to emulate or whose approval concerns us.

Cognitive dissonance is just as likely to occur for a low-involvement product as for a high-involvement product.

Which of the following is an example of an interpersonal influence that would affect the purchase of an IRA (Individual Retirement Account)?

What is the difference between the central route and the peripheral route to persuasion?

To establish an evoked set,consumers must:

What are the dimensions used on the Foote,Cone & Belding grid to determine which type of advertising would be most appropriate?

What are transformational motives? List three examples of transformational motives.

The immediate images that the name Oz creates for a fan of Ozzie Osborne's music and a fan of The Wizard of Oz are very different.The screen-building process has created different _____ for the two individuals.

What are the two broad categories of learning theories used by most advertisers?

The source for the ad for the Nissan Maxima in Fortune magazine is the copywriter and the art director that created the ad.

Someone who is a vegetarian often becomes so due to the belief that killing animals is cruel and that meat contains chemicals they do not want in their bodies.Both of these reasons are examples of _____ motives.

According to the human communication process,the baby boomer who read all of the copy in an ad for Lyrica,a prescription for people who feel tingling or burning sensations in their feet,would be a(n):

_____ is needs that we learn during our lifetime.

Distinguish between the cognitive theory of learning and the conditioning theory of learning.

Conditioning theory of learning applies more to the simple,basic and low involvement purchases that the consumers make every day.

_____ is the basic,often instinctive,human forces that motivate us to do something.

Within Jon's perception process,the smell of sawdust at the lumber yard was an example of a stimulus.

Perceptual screens refer to the images we carry in our minds of the type of person we are and who we desire to be.

_____ refers to the whole set of meanings,beliefs,attitudes and ways of doing things that are shared by some homogeneous social group and typically handed down from generation to generation.

According to the ____,people strive to justify their behavior by reducing the degree to which their beliefs or impressions are inconsistent with reality.

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

_____ are groups of people whom we try to emulate or whose approval concerns us.

Cognitive dissonance is just as likely to occur for a low-involvement product as for a high-involvement product.

Which of the following is an example of an interpersonal influence that would affect the purchase of an IRA (Individual Retirement Account)?

What is the difference between the central route and the peripheral route to persuasion?

To establish an evoked set,consumers must:

What are the dimensions used on the Foote,Cone & Belding grid to determine which type of advertising would be most appropriate?

What are transformational motives? List three examples of transformational motives.

The immediate images that the name Oz creates for a fan of Ozzie Osborne's music and a fan of The Wizard of Oz are very different.The screen-building process has created different _____ for the two individuals.

What are the two broad categories of learning theories used by most advertisers?

The source for the ad for the Nissan Maxima in Fortune magazine is the copywriter and the art director that created the ad.

Someone who is a vegetarian often becomes so due to the belief that killing animals is cruel and that meat contains chemicals they do not want in their bodies.Both of these reasons are examples of _____ motives.

According to the human communication process,the baby boomer who read all of the copy in an ad for Lyrica,a prescription for people who feel tingling or burning sensations in their feet,would be a(n):

_____ is needs that we learn during our lifetime.

Distinguish between the cognitive theory of learning and the conditioning theory of learning.

Conditioning theory of learning applies more to the simple,basic and low involvement purchases that the consumers make every day.

_____ is the basic,often instinctive,human forces that motivate us to do something.

Within Jon's perception process,the smell of sawdust at the lumber yard was an example of a stimulus.

Perceptual screens refer to the images we carry in our minds of the type of person we are and who we desire to be.

_____ refers to the whole set of meanings,beliefs,attitudes and ways of doing things that are shared by some homogeneous social group and typically handed down from generation to generation.

According to the ____,people strive to justify their behavior by reducing the degree to which their beliefs or impressions are inconsistent with reality.

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