Question 1

Why would an advertiser repeat the same commercial numerous times during a sporting event on television? How does the advertiser hope to benefit?

Accepted Answer

One key to learning and persuasion is re

Question 2

Briefly explain the theory of cognitive dissonance.

Accepted Answer

The theory of cognitive disson

Question 3

When Jana uses a $10-off coupon to purchase an exercise mat,she is providing feedback.

Accepted Answer

A) True 
 B)False

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

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

Accepted Answer

A)  Attitude 
B)  Incentive 
C)  Impetus 
D)  Habit 
E)  Motive 
A)  Attitude 
B)  Incentive 
C)  Impetus 
D)  Habit 
E)  Motive

Question 6

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

Accepted Answer

The physiological screens comp

Question 7

According to the human communication process,a person who responds to an online Starbucks survey is most likely

Accepted Answer

A)  acting as a source. 
B)  providing feedback. 
C)  creating Internet noise. 
D)  low in brand loyalty. 
E)  initiating a new communication channel. 
A)  acting as a source. 
B)  providing feedback. 
C)  creating Internet noise. 
D)  low in brand loyalty. 
E)  initiating a new communication channel.

Question 8

_____ governs the way we discern raw data (stimuli)and translate them into feelings,thoughts,beliefs,and actions.

Accepted Answer

A)  Personal processes 
B)  Interpersonal influences 
C)  Nonpersonal influences 
D)  Evaluative criteria 
E)  Evoked sets 
A)  Personal processes 
B)  Interpersonal influences 
C)  Nonpersonal influences 
D)  Evaluative criteria 
E)  Evoked sets

Question 9

The three nonpersonal influences that have direct impact on a consumer's final purchase decision are time,place,and target market.

Accepted Answer

A) True 
 B)False

Question 10

The most common energizers of consumer behavior are the negatively originated motives.

Accepted Answer

A) True 
 B)False

Question 11

Describe the model of the consumer perception process.

Accepted Answer

Physical data or stimuli (ads/commercial

Question 12

When an ad for a master's program encourages potential students to "Realize your full potential," which level of Maslow's hierarchy of needs is being appealed to?

Accepted Answer

A)  safety 
B)  self-actualization 
C)  love 
D)  physiological 
E)  social 
A)  safety 
B)  self-actualization 
C)  love 
D)  physiological 
E)  social

Question 13

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

Accepted Answer

Transformational motives are positively

Question 14

_____ 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)  Social class 
A)  Culture 
B)  Psychographics 
C)  Civilization 
D)  Social evolution 
E)  Social class

Question 15

What is the difference between a habit and an attitude?

Accepted Answer

Attitude: The acquired mental position-p

Question 16

Information in our long-term memory is not stored randomly,but can be thought of as being kept in a ranked system of mental files.

Accepted Answer

A) True 
 B)False

Question 17

People who enjoy a thick Porterhouse steak often appreciate the taste and consider the meal a well-deserved reward at the end of a hard day.These reasons for enjoying steak are all examples of _____ motives.

Accepted Answer

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

Question 18

Sophie loves Crunch bars.On her way home from a long day of work,she stops at a gas station to get a Crunch bar.However,when she reads Rolling Stone and finds an ad with the Snickers logo that reads "SNKRS Fnlly! Snkrs minis," she gives a chuckle and thinks maybe she will try a Snickers after work tomorrow.Which of the following describes her decision to try Snickers?

Accepted Answer

A)  consumer loyalty 
B)  brand disparity 
C)  brand interest 
D)  brand perception 
E)  criteria evaluation 
A)  consumer loyalty 
B)  brand disparity 
C)  brand interest 
D)  brand perception 
E)  criteria evaluation

Question 19

To establish an evoked set,consumers must

Accepted Answer

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

Question 20

A consumer engaged in peripheral route processing is more likely to make an impulse buy than a consumer engaged in central route processing.

Accepted Answer

A) True 
 B)False

Why would an advertiser repeat the same commercial numerous times during a sporting event on television? How does the advertiser hope to benefit?

Briefly explain the theory of cognitive dissonance.

When Jana uses a $10-off coupon to purchase an exercise mat,she is providing feedback.

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

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

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

According to the human communication process,a person who responds to an online Starbucks survey is most likely

_____ governs the way we discern raw data (stimuli)and translate them into feelings,thoughts,beliefs,and actions.

The three nonpersonal influences that have direct impact on a consumer's final purchase decision are time,place,and target market.

The most common energizers of consumer behavior are the negatively originated motives.

Describe the model of the consumer perception process.

When an ad for a master's program encourages potential students to "Realize your full potential," which level of Maslow's hierarchy of needs is being appealed to?

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

_____ 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.

What is the difference between a habit and an attitude?

Information in our long-term memory is not stored randomly,but can be thought of as being kept in a ranked system of mental files.

People who enjoy a thick Porterhouse steak often appreciate the taste and consider the meal a well-deserved reward at the end of a hard day.These reasons for enjoying steak are all examples of _____ motives.

To establish an evoked set,consumers must

A consumer engaged in peripheral route processing is more likely to make an impulse buy than a consumer engaged in central route processing.

Out-Of-Home, Direct-Mail, and Promotional Products

The Environment of Advertising

The Business of Advertising

Targeting and the Marketing Mix

Account Planning and Research

Marketing,Advertising,and Imc Planning

Creating Ads: Strategy and Process

Creative Execution: Art and Copy

Print Advertising

Broadcast,Cable,Digital,and Satellite Media: Television and Radio

Digital Interactive Media

Out-Of-Home,Direct-Mail,and Promotional Products

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

Why would an advertiser repeat the same commercial numerous times during a sporting event on television? How does the advertiser hope to benefit?

Briefly explain the theory of cognitive dissonance.

When Jana uses a $10-off coupon to purchase an exercise mat,she is providing feedback.

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

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

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

According to the human communication process,a person who responds to an online Starbucks survey is most likely

_____ governs the way we discern raw data (stimuli)and translate them into feelings,thoughts,beliefs,and actions.

The three nonpersonal influences that have direct impact on a consumer's final purchase decision are time,place,and target market.

The most common energizers of consumer behavior are the negatively originated motives.

Describe the model of the consumer perception process.

When an ad for a master's program encourages potential students to "Realize your full potential," which level of Maslow's hierarchy of needs is being appealed to?

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

_____ 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.

What is the difference between a habit and an attitude?

Information in our long-term memory is not stored randomly,but can be thought of as being kept in a ranked system of mental files.

People who enjoy a thick Porterhouse steak often appreciate the taste and consider the meal a well-deserved reward at the end of a hard day.These reasons for enjoying steak are all examples of _____ motives.

To establish an evoked set,consumers must

A consumer engaged in peripheral route processing is more likely to make an impulse buy than a consumer engaged in central route processing.

Out-Of-Home, Direct-Mail, and Promotional Products

The Environment of Advertising

The Business of Advertising

Targeting and the Marketing Mix

Account Planning and Research

Marketing,Advertising,and Imc Planning

Creating Ads: Strategy and Process

Creative Execution: Art and Copy

Print Advertising

Broadcast,Cable,Digital,and Satellite Media: Television and Radio

Digital Interactive Media

Out-Of-Home,Direct-Mail,and Promotional Products

Media Planning and Buying

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

IMC: Public Relations, Sponsorship, and Corporate Advertising

Filters