Deck 15: Shaping Consumers Opinions

Question 1

The first time we develop a belief, feeling, or attitude about something is called opinion formation.

Answer 1

True

Question 2

Comprehension involves the interpretation of a stimulus.

Answer 2

True

Question 3

In stimulus elaboration a stimulus is classified using the mental concepts and categories stored in memory.

Answer 3

False

Question 4

There are three main types of thoughts that consumers may experience when processing advertising: affective responses, cognitive responses, and rational responses.

Question 5

Affective responses are the thoughts that occur during processing.

Question 6

An unconditioned stimulus is a stimulus that is not useful for classical conditioning.

Question 7

Although research shows that product-irrelevant stimuli can influence consumers' product attitudes, it has not shown that product-irrelevant stimuli can affect product choice.

Question 8

One reason why the power of association to shape consumers' opinions is attractive to companies is that it only works when consumers undertake extensive thinking.

Question 9

One key aspect of the content of processing is the extent to which it involves product-relevant thinking.

Question 10

Differences in product-relevant thinking has led researchers to propose two different opinion formation processes: a regular process and an irregular process.

Question 11

Opinions formed through a central process are based on a thoughtful consideration of relevant information.

Question 12

Strong, compelling ad claims lead to more favorable attitude formation so long as consumers follow a peripheral process.

Question 13

The strength of advertising claims has little influence when consumers follow a peripheral process.

Question 14

Opinions that arise without thinking about relevant information follow a peripheral process.

Question 15

Peripheral cues are stimuli full of product relevant information.

Question 16

Peripheral cues should not be influential when opinion formation follows a central process.

Question 17

Prior expectations can cause processing to be biased.

Question 18

Companies are mostly interested in opinion formation because they rarely have the need to try to change consumers' opinions.

Question 19

Changing the product itself is always necessary when changing consumers' opinions about the product.

Question 20

Weber's law represents the largest change in stimulus intensity that will be noticed.

Question 21

Companies always want consumers to notice any changes made in their products or prices.

Question 22

Typically, it is much easier to influence opinions at the time they are being formed than to change pre-existing opinions.

Question 23

One reason why companies rarely try to change consumers' opinions is because consumers almost never change their opinions once they are formed.

Question 24

One complicating factor in opinion change is that making changes to improve the opinions of some can hurt the opinions of others.

Question 25

The meaning derived from a product name may influence the opinions formed about the product.

Question 26

Composite branding refers to the marketing practice of merging two different products into a single, new product.

Question 27

Although packaging can influence consumers' opinions about a product's quality, it does not affect their opinions about the quantity of the product inside the packaging.

Question 28

A company that uses a packaging that is similar to the packaging of its competitor is using the principle of stimulus generalization.

Question 29

One way companies can influence consumers' perceptions of their products' prices is through the use of nine-ending prices.

Question 30

Reference pricing has been so overused that it no longer affects consumers' opinions of the reasonableness of a product's price.

Question 31

Giving consumers free product samples is one way companies encourage the formation of favorable product opinions.

Question 32

Utilitarian advertising appeals are most appropriate for products that help consumers to define or achieve their actual or desired self-images.

Question 33

Experience advertising claims are those that can be validated before purchase by examining information readily available in the marketplace.

Question 34

It is always possible for consumers to verify the accuracy of advertising claims.

Question 35

Subjective claims evoke the same interpretation across individuals.

Question 36

Because objective claims are more precise and more easily evaluated, they are perceived by consumers as more believable.

Question 37

Pictures that give the appearance of looking up at the product produce more favorable attitudes than straight-on shots.

Question 38

Unlike many of a print advertisement's executional elements, its typeface design does not impact consumers' opinions of the advertised product.

Question 39

There is little difference among consumers around the globe in their opinions about the impact of celebrity endorsements.

Question 40

According to the match-up hypothesis, endorsers are most effective when they are perceived as appropriate spokespeople for the endorsed product.

Question 41

According to the loss aversion principle, gain-framed messages should be more effective than loss-framed messages.

Question 42

In order to increase the number of subscriptions sold, magazines should frame the cost of the subscription on a per-issue price versus a per-year price.

Question 43

Making a product appear more scarce will increase its desirability to consumers.

Question 44

Purchase restrictions only work when they limit the number of items that can be purchased to a number less than what consumers would normally buy.

Question 45

Salespeople have long recognized the danger of using humor in "warming up"
prospects to their sales pitches because it detracts from the seriousness in which they are taken.

Question 46

The first time we develop a belief, feeling, or attitude about something is called:

A) stimulus categorization
B) opinion change
C) comprehension
D) opinion formation
E) None of the above.

Question 47

The interpretation of a stimulus is called:

A) opinion formation
B) comprehension
C) attention
D) consumer opinion
E) None of the above.

Question 48

The package used by Planters Fresh Roast peanuts looked so similar to the vacuum packaging used for coffee that many consumers mistakenly believed that it was coffee. This mistake illustrates the error consumers often make during:

A) central processing
B) peripheral processing
C) stimulus categorization
D) opinion formation
E) product assessment

Question 49

The thoughts that occur while processing an advertisement are known as ____ while the feelings that occur are known as ____.

A) affective responses; cognitive responses
B) cognitive responses; affective responses
C) primary responses; secondary responses
D) secondary responses; primary responses
E) None of the above.

Question 50

Suppose that a commercial makes you laugh while you are watching it. This is an example of a/an:

A) affective response
B) cognitive response
C) stimulus categorization
D) critical response
E) None of the above.

Question 51

Who is the father of classical conditioning?

A) Pardow
B) Pavit
C) Pavlov
D) Peters
E) None of the above.

Question 52

You have constructed a commercial for your soft drink product that attempts to use classical conditioning in order to create favorable attitudes toward your product. The ad begins with some scenes of a very famous and well-liked basketball player dribbling and dunking the ball. Afterwards, the player quenches his thirst by consuming the soft drink.

-What is the unconditioned stimulus in this ad?

A) The product
B) The basketball
C) The basketball player
D) The positive feelings evoked by the basketball player.
E) Can't tell without more information

Question 53

You have constructed a commercial for your soft drink product that attempts to use classical conditioning in order to create favorable attitudes toward your product. The ad begins with some scenes of a very famous and well-liked basketball player dribbling and dunking the ball. Afterwards, the player quenches his thirst by consuming the soft drink.

-What is the conditioned stimulus in this ad?

A) The product
B) The basketball
C) The basketball player
D) The positive feelings evoked by the basketball player.
E) Can't tell without more information

Question 54

You have constructed a commercial for your soft drink product that attempts to use classical conditioning in order to create favorable attitudes toward your product. The ad begins with some scenes of a very famous and well-liked basketball player dribbling and dunking the ball. Afterwards, the player quenches his thirst by consuming the soft drink.

-What is the unconditioned response in this ad?

A) The product
B) The basketball
C) The basketball player
D) The positive feelings evoked by the basketball player.
E) Can't tell without more information

Question 55

The power of association to shape consumers' opinions is invaluable to the marketing of products because:

A) it works without requiring consumers to undertake extensive thinking during processing.
B) it frees companies from the constraints imposed by how well the product actually performs.
C) it is more effective than approaches that rely on central processing.
D) A and B
E) A, B, and C

Question 56

There are two different opinion formation processes. One is the peripheral process. The other is the:

A) critical process
B) central process
C) thoughtful process
D) reasoned process
E) None of the above.

Question 57

Opinion formation by a thoughtful consideration of relevant information is called the:

A) critical process
B) reasoned process
C) thoughtful process
D) central process
E) peripheral process

Question 58

As product-relevant thinking increases:

A) the central process of opinion formation becomes more likely.
B) advertising claims should become more influential.
C) peripheral cues should become less influential.
D) A and B
E) A, B, and C

Question 59

____ are stimuli devoid of product-relevant information.

A) Irrelevant cues
B) Advertising cues
C) Peripheral cues
D) Arguments
E) None of the above.

Question 60

Consumers in a good mood may be more likely to engage in:

A) peripheral processing
B) central processing
C) biased processing
D) All of the above.
E) None of the above.

Question 61

According to ____ law, activating the differential threshold or achieving the just noticeable difference depends on more than simply the absolute amount of change.

A) Western
B) Walton's
C) Winston's
D) Weber's
E) None of the above.

Question 62

According to Weber's Law, which price increase would consumers perceive to be the greatest?

A) A 10 cent increase over the original price of 25 cents.
B) A 50 cent increase over the original price of one dollar.
C) A $10 increase over the original price of $25.
D) A $100 increase over the original price of $400.
E) Can't tell without more information.

Question 63

In which of the following situations would it be most difficult to change consumers' opinions about a product?

A) When these opinions are based on actual product consumption.
B) When these opinions are based on advertising.
C) When these opinions are based on what was learned about the product over the Internet.
D) When these opinions are based on what you heard from someone else.
E) It would be equally difficult to change consumers' opinions in each of these situations.

Question 64

According to Chapter 15, the danger of changing consumers' opinions is that:

A) they may resent having their opinions changed.
B) they may complain to government agencies.
C) product changes made to attract some customers may alienate other customers.
D) All of the above.
E) None of the above. In fact, there is no danger in changing consumers' opinions.

Question 65

____ refers to the use of two well-known brand names on a product.

A) Joint branding
B) Multiple branding
C) Hybrid branding
D) Composite branding
E) None of the above.

Question 66

According to ____, the more similar a new stimulus is to the existing one, the more likely it will evoke the same response.

A) stimulus generalization
B) stimulus response
C) classical conditioning
D) peripheral processing
E) None of the above.

Question 67

Which of the following statements about the influence of color on consumers' opinions is incorrect?

A) Adding chocolate color to vanilla pudding causes consumers to think it has a chocolate flavor after tasting it.
B) Consumers perceive a vacuum cleaner as being lighter in weight when colored with pastel rather than darker tones.
C) Manufacturers of laundry soaps and cold capsules include colored granules as a visual cue of their products' effectiveness.
D) Consumers perceive downloading to occur more quickly when the computer screen is yellow rather than blue.
E) None of the above is incorrect.

Question 68

Providing information about a price other than actually charged for the product is known as ____ pricing.

A) comparison
B) confusion
C) abstract
D) reference
E) None of the above.

Question 69

Free samples are most effective at increasing:

A) an initial or trial purchasing
B) repeat purchasing
C) the purchase of familiar products.
D) the purchase of inexpensive products
E) None of the above.

Question 70

Suppose that 30% of target consumers receiving a free sample make a trial purchase and that 20% of these trial purchasers make a repeat purchase. What is the total market penetration among those receiving the free sample?

A) 50%
B) 30%
C) 20%
D) 10%
E) 6%

Question 71

____ advertising appeals attempt to influence consumers' beliefs about the advertised product, while ____ advertising appeals attempt to influence consumers' feelings about the advertised product.

A) Cognitive; affective
B) Affective; cognitive
C) Informational; emotional
D) Emotional; informational
E) None of the above.

Question 72

____ advertising appeals attempt to influence consumers' opinions about the advertised product's ability to communicate something about those who use the product.

A) Emotional
B) Value-expressive
C) Image
D) Utilitarian
E) Informational

Question 73

When products are valued for their ability to satisfy consumption needs that are independent of the consumer's self-image or social image needs, ____ advertising appeals are likely to be most effective.

A) emotional
B) value-expressive
C) image
D) utilitarian
E) informational

Question 74

When a product possesses an important advantage over the competition, which of the following types of advertising would be most appropriate for communicating this advantage to consumers?

A) Utilitarian advertising
B) Differentiation advertising
C) Comparative advertising
D) Value-expressive advertising
E) Emotional advertising

Question 75

Advertising claims that can be validated before purchase by examining information readily available in the marketplace are known as ____ claims.

A) experience
B) objective
C) subjective
D) credence
E) search

Question 76

Advertising claims that focus on factual information that is not subject to individual interpretation are called:

A) objective claims
B) subjective claims
C) experience claims
D) search claims
E) None of the above.

Question 77

Claims such as "low priced" or "lightweight"
Would be considered as:

A) objective claims
B) subjective claims
C) credence claims
D) peripheral claims
E) None of the above.

Question 78

Product endorsers can help shape consumers' product opinions in many ways. Which of the following is not one of these ways?

A) Endorsers can be a rich source of meanings that companies wish to associate with their products.
B) Endorsers may provide testimonies of the product's effectiveness.
C) Endorsers may cause consumers to become more accepting of an ad's claims.
D) Endorsers can serve as a peripheral cue.
E) All of the above are ways in which product endorsers can shape consumers' product opinions.

Question 79

According to the ____ hypothesis, endorsers are most effective when they are perceived as an appropriate spokesperson for the endorsed product.

A) perfect-combination
B) perfect-set
C) match-up
D) perfect-match
E) endorser-correspondence

Question 80

Game-framed messages are more effective when consumers:

A) are in a negative mood state
B) are highly involved when processing the message
C) engage in relatively low levels of thinking during message processing
D) A and B
E) A and C