Deck 5: Understanding Buyer Behavior and the Communication Process

Question 1

The multi-attribute attitude model contains four components: evaluative criteria, importance weights, consideration set, and beliefs.

Answer 1

True

Question 2

Mental discomfort or anxiety that motivates action in the consumer occurs during the ____ stage of the consumer decision process.

A) need recognition
B) decision dilemma
C) information search and alternative evaluation
D) post purchase use and evaluation

Answer 2

A

Question 3

After Mary purchased a Mercedes Benz, she nervously questioned her decision; she experienced cognitive dissonance.

Answer 3

True

Question 4

When Bob, owner of a Chicago Burger King, and Ted, owner of a Detroit Burger King, experience a sense of connectedness by virtue of their common ownership, a brand community exists.

Question 5

Beliefs are the accumulation of knowledge and feelings a person has about a brand or an object or an issue - either factual or self-serving.

Question 6

Emotional benefits from a product or service are derived from the intangible characteristics of that product or service and are strong factors in purchase decisions.

Question 7

Consumer behavior includes

A) systematic ways in which consumers go about obtaining products and services.
B) consumers as active interpreters of the meanings of objects and advertising
C) consumers as members of cultures and communities that affect their responses to ads
D) all of these.

Question 8

Consumers demonstrate brand loyalty when they repeatedly purchase a single brand solely because it fulfills a specific functional need.

Question 9

Evaluative criteria are the shared attributes of the products within an evaluation set.

Question 10

Features of a brand, such as convenience, reliability, durability, and economy, appeal to a consumer's desire for

A) functional benefits.
B) emotional benefits.
C) esteem.
D) aesthetic satisfaction.

Question 11

While habitual purchases are often consumption simplifiers, brand loyalty is the result of commitment to a specific brand time after time.

Question 12

The elaboration likelihood model of information processing (ELM) includes two paths to a consumer's attitude change, a central, low involvement route and a peripheral high involvement route.

Question 13

Advertising cannot affect an internal search. However, it can be a very effective tool once a consumer begins an external search.

Question 14

When researchers study consumer behavior, they study a process that begins with the perception of a need and ends with the post-purchase product evaluation.

Question 15

Viewing the consumer as a social being whose ways of viewing brands is broader than information processing focuses advertisers on the meanings consumers associate with branded products.

Question 16

For a thought to be considered a brand attitude, it must be based on personal experience.

Question 17

Rituals are things done in a certain way - not randomly. Members of a culture tend to do them one way and members of a different culture do them another way.

Question 18

Which one of the following benefits of purchasing a premium brand of cat food would not be considered a functional benefit?

A) More cats prefer its taste than that of any other brand.
B) It is fortified with the vitamins cats need.
C) It has an easy-opening, resealable lid.
D) Buying it makes you feel like a more caring cat owner.

Question 19

Consumers may choose products that provide pleasure, avoid guilt, or relieve fear by seeking out products that offer ____.

A) low search characteristics
B) high credence qualities
C) ease of external information search
D) emotional benefits

Question 20

There are two obstacles to overcome if a message is to have its intended effect: Consumer resistance to changing previously satisfactory beliefs and which medium is used to deliver the message.

Question 21

The "consumer insights" approach to understanding how advertising works in the real world views

A) social class to be the primary determinant of consumer behavior.
B) community as the source of consumer definitions of quality.
C) meanings to be even more important than attitudes in understanding consumers
D) culture as an artifact of the art of advertising.

Question 22

Mr. Olson picks up one of his wife's house decorating magazines, and skims through the pages. There are six ads in the magazine for headache remedies, yet he does not stop to read any of the ads because he does not have a headache and he does not need headache relief. The man is experiencing:

A) selective attention.
B) post purchase evaluation.
C) cognitive dissonance.
D) format conceptualization.

Question 23

The four fundamental components of MAAMs analysis include:

A) internal search; external search; functional benefits; emotional benefits
B) evaluative criteria; importance weights; the consideration set; beliefs
C) extended problem solving; limited problem solving; habit and variety seeking; brand loyalty
D) level of involvement; degree of information search; type of consumer benefits; stage of the decision-making process

Question 24

Related to how a consumer's culture shapes his or her tastes and preferences is the concept of Cultural Capital, which is

A) financial investment in creating a brand meaning of clear social significance
B) a particular pattern of consumption that depends on fiscal stability
C) the value that a culture places on certain consumption practices and objects, for example owning a snowboard or a Porsche or flying first class all have cultural capital among certain groups like hipsters or wine snobs
D) the financial value of cultural icons like the Geico Gecko

Question 25

____ is defined as the overall evaluation of any object, person or issue that varies from positive to negative along a continuum.

A) belief
B) bias
C) attitude
D) perception

Question 26

A model that takes into account consumers involvement levels, information processing, cognitive responses and attitude formation in a single framework is called

A) Multi-attribute attitude model, or MAAM
B) Saliency
C) The elaboration likelihood model, or ELM
D) Selective attention

Question 27

"Involvement" in the context of consumer decision making is

A) the symbolic meaning consumers take from brands.
B) a sense of being that brands can give some consumers.
C) the past experience a consumer has with certain brand features.
D) the degree of perceived relevance and personal importance accompanying the choice of a certain product or service within a particular context.

Question 28

A company that sells charcoal briquettes places an advertisement that says that it's not the Fourth of July unless there's a cookout, and it's not a cookout unless you have plenty of their charcoal. This is an example of a company trying to

A) change a closely held value.
B) attach itself to a core cultural value.
C) become part of a ritual that involves consumption.
D) become part of a habitual ritual.

Question 29

You have written an advertisement for a swimming pool. The copy is detailed and very informative. In general, this ad would be most appropriate for someone who is

A) performing an internal search.
B) performing an external search.
C) looking for an emotional benefit.
D) trying to fulfill a basic need.

Question 30

The text tells us something that common sense also tells us: that it is difficult to get people to process a message about a headache remedy when they don't have a headache. This problem is a consumer phenomenon called

A) attention deficit disorder
B) selective attention
C) cognitive dissonance
D) involvement

Question 31

The anxiety or regret that lingers after a consumer makes a difficult purchase decision is referred to as

A) cognitive consistency.
B) evaluative consistency.
C) cognitive dissonance.
D) evaluative state.

Question 32

Phil is interested in purchasing a Sony Playstation 2 because his friends have one and he has enjoyed playing games at their house, but he distracted by the many ads for other games and other opportunities to spend his money on recreation. Phil is encountering

A) lackluster inundation.
B) overexposure.
C) advertising clutter.
D) commercialization.

Question 33

Peripheral cues are often used as an attention-getting tool in advertising. Smart advertisers realize they are best used when

A) differences between brands are small.
B) people are involved in extensive decision making.
C) the advertising budget is too small to support other approaches.
D) brand loyalty needs to be challenged.

Question 34

Culture is

A) how "we" do things compared to how "they" do things
B) the total life ways of a people
C) the social legacy an individual receives from a group
D) all of these are aspects of what we define as culture

Question 35

The book says that advertising, like books, movies, posters and paintings are socio-cultural texts that are read and interpreted by consumers. If so, which of the following is true?

A) Ads try to turn already meaningful images and symbols into messages projected through mass media with the purpose of selling.
B) The consumer determines the ultimate meaning of ads and brands.
C) In linking culture and persuasive messages advertising aids other cultural agendas in the transmission of meaning.
D) All of these statements are true.

Question 36

Which one of the following statements would most likely be made by someone experiencing cognitive dissonance?

A) "My new Toro lawn mower may cut better, but it's not as cool looking as the new John Deere mowers."
B) "I'd really like to buy one of those new Toro lawn mowers, but they're kind of expensive."
C) "I sure need a new lawn mower, but I'm too lazy to find out what's out there."
D) "Mary says her new Toro lawn mower can really get into tight spaces, but Jim says his is hard to start sometimes."

Question 37

A subset of brands from a particular product category that becomes the focal point of a consumer's evaluation is a(n)

A) evaluative set.
B) consideration set.
C) brand focus set.
D) cognition set.

Question 38

In one consumer decision-making mode, when experience and involvement are both low, the consumer is engaging in ____.

A) extended problem solving
B) cognitive dissonance
C) limited problem solving
D) internal information search

Question 39

____ is most likely to occur in high involvement decisions where the consumer has a rich prior experience

A) Extended problem solving
B) Brand loyalty
C) Limited problem solving
D) Internal information search

Question 40

____ represent the knowledge and feelings a person has accumulated about a object or issue and can be logical and factual or biased and self-serving.

A) attitudes
B) beliefs
C) insights
D) lessons

Question 41

Scenario 5-5
Phil was preparing to host a graduation party for his friends and relatives when he suddenly realized that he did not have a blender to mix certain beverages that he knew his guests would like. Having never purchased a blender before, Phil felt that he needed to shop carefully and enlist in the help of friends for advice. After visiting several stores and examining numerous models, Phil settled on a Kitchen-Aid model that cost nearly $100.00.
(Scenario 5-5) Which of the following best describes Phil's mode of consumer decision making toward buying a blender?

A) extended problem solving
B) brand loyalty
C) habit
D) limited problem solving

Question 42

Scenario 5-1
At meeting with Snapple distributors in NYC, Cadbury executives unveil new ads/products and stress that the company will work to re-forge strong consumer connections for brand. Cadbury Americas Beverages CEO Gil Cassagne acknowledges, "recently Snapple's connection with consumers has been slipping (and) performance has been volatile." Snapple has had some "frustrating issues and setbacks," but promises improvements and asks distributors for "open mind" and to "believe again." He declares Cadbury will return "to the roots of what made Snapple, Snapple." He acknowledges the company doesn't yet have "all the answers." But Cassagne promises that the company will work with distributors and declares: "I'm all about winning and you are, too." He says "winning" means enjoying "above-category profitable growth."
("Cadbury Unveils New Snapple Ads and Products.'Believe Again.' 'All About Winning.'", Beverage Digest, October 24, 2004.)
(Scenario 5-1) Snapple may have an opportunity to increase sales by encouraging variety seeking. Which one of the following characteristics of the Snapple brand situation suggests that this tactic might not be successful?

A) Bottled iced tea is a product category of brands that consumers find involving.
B) Brand selection in this category is commonly habitual.
C) Iced tea is a product for which sensory experience is unimportant.
D) There is little perceived difference between brands.

Question 43

Scenario 5-3
A woman decides that she's going to feed her family pasta salad for dinner. She makes a trip to the grocery store to pick up ingredients. She buys a can of Chicken of the Sea brand tuna and a box of Kraft macaroni and cheese. She chooses the Chicken of the Sea because she thinks that the company uses nets that won't harm dolphins, she knows the company has a talking tuna in its commercials, she thinks Chicken of the Sea is tastier than the competition, and it's the kind her mother always buys. She chooses Kraft macaroni and cheese but really couldn't tell you why. Interestingly enough, she has not purchased any other brands of tuna or macaroni and cheese over the past few years.
(Scenario 5-3) Chicken of the Sea was the kind of tuna her mother always bought when she was a child. Although the consumer is not sure why she buys it as an adult, she saw it around the house when she lived with her parents, and it was okay then, it's okay now. This is:

A) only apparent in the United States.
B) because families often have a lasting influence on consumer choices
C) advertisements are social texts.
D) the intergenerational effect.

Question 44

Scenario 5-5
Phil was preparing to host a graduation party for his friends and relatives when he suddenly realized that he did not have a blender to mix certain beverages that he knew his guests would like. Having never purchased a blender before, Phil felt that he needed to shop carefully and enlist in the help of friends for advice. After visiting several stores and examining numerous models, Phil settled on a Kitchen-Aid model that cost nearly $100.00.
(Scenario 5-5) The decision-making process for the blender began when Phil:

A) realized he did not have a blender that he needed.
B) brought home a blender from the store.
C) determined what his brand options were.
D) identified the criteria he would use to make the purchase decision.

Question 45

Scenario 5-2
Bayer Women's Aspirin Plus Calcium pitches protection against two threats to women's health: heart disease (the leading cause of death for women) and osteoporosis (the fragile bone disease that targets four times as many women as men). The weapon against heart disease is 81 mg of aspirin; to target osteoporosis, the pill packs 300 milligrams of calcium.
It's the aspirin that could pose a problem for people who don't need it, who use it without consulting a doctor or who are at elevated risk of complications or side effects from it.
Recommendations issued by the U.S. Preventive Services Task Force advise low-dose aspirin therapy for, among other groups, post-menopausal women and those who smoke or have diabetes, elevated blood cholesterol levels or high blood pressure.
(Francesca Lunzer Kritz, "Aspirin for women raises some questions," Washington Post, February 12, 2002) http://www.post-gazette.com/healthscience/20020212hbayer0212p6.asp
(Scenario 5-2) The concept of selective attention suggests that the most effective time to deliver a television commercial for Aspirin Regimen Bayer with Calcium is

A) when the consumer is watching TV alone.
B) immediately after the consumer has bought aspirin.
C) at the beginning of a consumer's favorite TV show.
D) immediately after a consumer reads an article about the dangers of osteoporosis.

Question 46

Scenario 5-3
A woman decides that she's going to feed her family pasta salad for dinner. She makes a trip to the grocery store to pick up ingredients. She buys a can of Chicken of the Sea brand tuna and a box of Kraft macaroni and cheese. She chooses the Chicken of the Sea because she thinks that the company uses nets that won't harm dolphins, she knows the company has a talking tuna in its commercials, she thinks Chicken of the Sea is tastier than the competition, and it's the kind her mother always buys. She chooses Kraft macaroni and cheese but really couldn't tell you why. Interestingly enough, she has not purchased any other brands of tuna or macaroni and cheese over the past few years.
(Scenario 5-3) The woman chooses Chicken of the Sea tuna because she thinks that the company uses nets that won't harm dolphins, she knows the company has that funny, talking tuna in its commercials, she thinks it's tastier than the competition, and it's the kind her mother always buys. These thoughts are known as:

A) a consideration set.
B) a series of beliefs.
C) a series of attitudes.
D) a series of values.

Question 47

Scenario 5-3
A woman decides that she's going to feed her family pasta salad for dinner. She makes a trip to the grocery store to pick up ingredients. She buys a can of Chicken of the Sea brand tuna and a box of Kraft macaroni and cheese. She chooses the Chicken of the Sea because she thinks that the company uses nets that won't harm dolphins, she knows the company has a talking tuna in its commercials, she thinks Chicken of the Sea is tastier than the competition, and it's the kind her mother always buys. She chooses Kraft macaroni and cheese but really couldn't tell you why. Interestingly enough, she has not purchased any other brands of tuna or macaroni and cheese over the past few years.
(Scenario 5-3) A psychologist and a sociologist would explain the woman's shopping behavior in different ways. Which one of the following statements regarding these different perspectives is true?

A) Neither perspective can give a complete explanation of consumer behavior.
B) Only one of these perspectives attempts to explain why people buy certain brands.
C) The sociologist would consider the consumer as a systematic decision maker.
D) Neither perspective can give a valid explanation of consumer behavior.

Question 48

Scenario 5-4
An American automobile company sees that the market share of one model has steadily declined. It seems that every percentage point drop is matched by a corresponding percentage point rise in the Japanese-made competition. In an effort to regain market share, the automobile company decides to promote its American-made heritage. In fact, every part of its car is manufactured in the United States. The advertising agency for the company comes up with the slogan "Right here. Right now. Your all-American car." The advertising it creates is image oriented, and hopes to produce a delayed response.
(Scenario 5-4) Which of the following is not a functional benefit of the car?

A) You won't have to wait for delivery of special-order models because they don't have to be shipped overseas.
B) You have the pride of knowing that you own a car made with American know-how.
C) You will never have to wait for replacement parts because the factory is closer.
D) Buying American goods helps our own economy.

Question 49

Scenario 5-3
A woman decides that she's going to feed her family pasta salad for dinner. She makes a trip to the grocery store to pick up ingredients. She buys a can of Chicken of the Sea brand tuna and a box of Kraft macaroni and cheese. She chooses the Chicken of the Sea because she thinks that the company uses nets that won't harm dolphins, she knows the company has a talking tuna in its commercials, she thinks Chicken of the Sea is tastier than the competition, and it's the kind her mother always buys. She chooses Kraft macaroni and cheese but really couldn't tell you why. Interestingly enough, she has not purchased any other brands of tuna or macaroni and cheese over the past few years.
The woman cannot explain why she buys Kraft macaroni and cheese. In fact, if the store was out of it, she would just buy the store brand. Which of the following statements regarding her purchase of Kraft macaroni and cheese is true?

A) Because she can't explain why she always buys it, her consumption behavior is probably not affected by social class.
B) Her choice of Kraft macaroni and cheese is probably the result of a successful problem-solving episode long since forgotten.
C) She holds no brand attitude toward Kraft macaroni and cheese.
D) Even though she buys the same brand repeatedly, it's a low-involvement purchase.

Question 50

Scenario 5-5
Phil was preparing to host a graduation party for his friends and relatives when he suddenly realized that he did not have a blender to mix certain beverages that he knew his guests would like. Having never purchased a blender before, Phil felt that he needed to shop carefully and enlist in the help of friends for advice. After visiting several stores and examining numerous models, Phil settled on a Kitchen-Aid model that cost nearly $100.00.
(Scenario 5-5) Phil stated that he thinks that any blender with a plastic base is of low quality and one with a stainless steel base is of high quality. These statements represents Phil's ____.

A) brand attitudes
B) emotional benefits
C) beliefs
D) habits

Question 51

Scenario 5-1
At meeting with Snapple distributors in NYC, Cadbury executives unveil new ads/products and stress that the company will work to re-forge strong consumer connections for brand. Cadbury Americas Beverages CEO Gil Cassagne acknowledges, "recently Snapple's connection with consumers has been slipping (and) performance has been volatile." Snapple has had some "frustrating issues and setbacks," but promises improvements and asks distributors for "open mind" and to "believe again." He declares Cadbury will return "to the roots of what made Snapple, Snapple." He acknowledges the company doesn't yet have "all the answers." But Cassagne promises that the company will work with distributors and declares: "I'm all about winning and you are, too." He says "winning" means enjoying "above-category profitable growth."
("Cadbury Unveils New Snapple Ads and Products.'Believe Again.' 'All About Winning.'", Beverage Digest, October 24, 2004.)
(Scenario 5-1) On the syndicated television show Seinfeld, Jerry (the main character) often offers guests a Snapple when they stop by his New York apartment. If viewers admire Jerry Seinfeld and begin to drink Snapple because they see him drink it, Seinfeld

A) no longer serves as a peripheral cue.
B) is a member of these viewers' celebrity influencers
C) is a part of these viewers' membership groups.
D) has created an inter-generational effect.

Question 52

Scenario 5-4
An American automobile company sees that the market share of one model has steadily declined. It seems that every percentage point drop is matched by a corresponding percentage point rise in the Japanese-made competition. In an effort to regain market share, the automobile company decides to promote its American-made heritage. In fact, every part of its car is manufactured in the United States. The advertising agency for the company comes up with the slogan "Right here. Right now. Your all-American car." The advertising it creates is image oriented, and hopes to produce a delayed response.
(Scenario 5-4) It is obvious to the advertising agency that not all groups are responding to the "all-American" benefit the same way. People who are in blue-collar jobs respond quite favorably to it. White-collar office workers do not seem to care much one way or another. This difference is best attributed to differing

A) educational levels.
B) values.
C) social classes.
D) intergenerational effects.

Question 53

Scenario 5-2
Bayer Women's Aspirin Plus Calcium pitches protection against two threats to women's health: heart disease (the leading cause of death for women) and osteoporosis (the fragile bone disease that targets four times as many women as men). The weapon against heart disease is 81 mg of aspirin; to target osteoporosis, the pill packs 300 milligrams of calcium.
It's the aspirin that could pose a problem for people who don't need it, who use it without consulting a doctor or who are at elevated risk of complications or side effects from it.
Recommendations issued by the U.S. Preventive Services Task Force advise low-dose aspirin therapy for, among other groups, post-menopausal women and those who smoke or have diabetes, elevated blood cholesterol levels or high blood pressure.
(Francesca Lunzer Kritz, "Aspirin for women raises some questions," Washington Post, February 12, 2002) http://www.post-gazette.com/healthscience/20020212hbayer0212p6.asp
(Scenario 5-2) A consumer decides that a commercial for Aspirin Regimen Bayer with Calcium is a bunch of Madison Avenue hooey. He believes that people get enough calcium from the food they regularly eat. The commercial failed to have its desired effect on him because

A) advertising clutter reduced its effectiveness.
B) it lacked effective peripheral cues.
C) of selective attention.
D) it didn't overcome his need for cognitive consistency.

Question 54

Scenario 5-4
An American automobile company sees that the market share of one model has steadily declined. It seems that every percentage point drop is matched by a corresponding percentage point rise in the Japanese-made competition. In an effort to regain market share, the automobile company decides to promote its American-made heritage. In fact, every part of its car is manufactured in the United States. The advertising agency for the company comes up with the slogan "Right here. Right now. Your all-American car." The advertising it creates is image oriented, and hopes to produce a delayed response.
(Scenario 5-4) After running a MAAM analysis, the advertising agency discovers that the fact that the car is made in America is a consideration for consumers; in fact, most consumers are aware of where a car is made. However, it's a relatively unimportant consideration. The task that confronts the advertising agency is to

A) change the evaluative criteria that consumers use.
B) get the car included in a consideration set.
C) change the importance weight of the attribute.
D) move the car into a limited problem-solving mode for consumers.

Question 55

Scenario 5-4
An American automobile company sees that the market share of one model has steadily declined. It seems that every percentage point drop is matched by a corresponding percentage point rise in the Japanese-made competition. In an effort to regain market share, the automobile company decides to promote its American-made heritage. In fact, every part of its car is manufactured in the United States. The advertising agency for the company comes up with the slogan "Right here. Right now. Your all-American car." The advertising it creates is image oriented, and hopes to produce a delayed response.
(Scenario 5-4) People who respond to the "all-American" benefit admire deceased actor John Wayne and see him as the prototypical all-American guy. As a response to this, the advertising agency combines old footage from John Wayne movies and new footage of the car as part of its television campaign. Which of the following statements regarding John Wayne is not true?

A) John Wayne's meaning is socially constructed.
B) John Wayne is a part of these consumers' aspirational group.
C) John Wayne transfers meaning to the product.
D) John Wayne is a part of these consumers' community

Question 56

Scenario 5-2
Bayer Women's Aspirin Plus Calcium pitches protection against two threats to women's health: heart disease (the leading cause of death for women) and osteoporosis (the fragile bone disease that targets four times as many women as men). The weapon against heart disease is 81 mg of aspirin; to target osteoporosis, the pill packs 300 milligrams of calcium.
It's the aspirin that could pose a problem for people who don't need it, who use it without consulting a doctor or who are at elevated risk of complications or side effects from it.
Recommendations issued by the U.S. Preventive Services Task Force advise low-dose aspirin therapy for, among other groups, post-menopausal women and those who smoke or have diabetes, elevated blood cholesterol levels or high blood pressure.
(Francesca Lunzer Kritz, "Aspirin for women raises some questions," Washington Post, February 12, 2002) http://www.post-gazette.com/healthscience/20020212hbayer0212p6.asp
(Scenario 5-2) If the makers of Aspirin Regimen Bayer with Calcium wanted to ascertain whether the belief that their product contained calcium was a salient belief, they might run a MAAM analysis. The fundamental component of the analysis that would provide them with the most insight on the salience of the belief would be

A) sales figures.
B) consumers' evaluative criteria.
C) consumers' importance weights.
D) consumers' consideration sets.

Question 57

Scenario 5-2
Bayer Women's Aspirin Plus Calcium pitches protection against two threats to women's health: heart disease (the leading cause of death for women) and osteoporosis (the fragile bone disease that targets four times as many women as men). The weapon against heart disease is 81 mg of aspirin; to target osteoporosis, the pill packs 300 milligrams of calcium.
It's the aspirin that could pose a problem for people who don't need it, who use it without consulting a doctor or who are at elevated risk of complications or side effects from it.
Recommendations issued by the U.S. Preventive Services Task Force advise low-dose aspirin therapy for, among other groups, post-menopausal women and those who smoke or have diabetes, elevated blood cholesterol levels or high blood pressure.
(Francesca Lunzer Kritz, "Aspirin for women raises some questions," Washington Post, February 12, 2002) http://www.post-gazette.com/healthscience/20020212hbayer0212p6.asp
(Scenario 5-2) Which one of the following would not be considered a functional benefit of Aspirin Regimen Bayer with Calcium?

A) It alleviates worries about osteoporosis.
B) It's an easy way to get the calcium your body needs.
C) It comes in an easy-to-carry package.
D) It costs the same as other brands of aspirin.

Question 58

Scenario 5-5
Phil was preparing to host a graduation party for his friends and relatives when he suddenly realized that he did not have a blender to mix certain beverages that he knew his guests would like. Having never purchased a blender before, Phil felt that he needed to shop carefully and enlist in the help of friends for advice. After visiting several stores and examining numerous models, Phil settled on a Kitchen-Aid model that cost nearly $100.00.
(Scenario 5-5) Phil told a friend that, "I don't know much about buying blenders; do you?" This is a pretty clear indication that he must:

A) engage in external search for information.
B) have poor brand attitudes about all brands in the market.
C) have few beliefs about blenders.
D) not have defined his evaluative criteria.

Question 59

Scenario 5-1
At meeting with Snapple distributors in NYC, Cadbury executives unveil new ads/products and stress that the company will work to re-forge strong consumer connections for brand. Cadbury Americas Beverages CEO Gil Cassagne acknowledges, "recently Snapple's connection with consumers has been slipping (and) performance has been volatile." Snapple has had some "frustrating issues and setbacks," but promises improvements and asks distributors for "open mind" and to "believe again." He declares Cadbury will return "to the roots of what made Snapple, Snapple." He acknowledges the company doesn't yet have "all the answers." But Cassagne promises that the company will work with distributors and declares: "I'm all about winning and you are, too." He says "winning" means enjoying "above-category profitable growth."
("Cadbury Unveils New Snapple Ads and Products.'Believe Again.' 'All About Winning.'", Beverage Digest, October 24, 2004.)
(Scenario 5-1) For many years, when people thought of iced tea, they thought of Lipton and Nestea. Therefore, one necessary step toward Snapple's future success is to

A) rank highest on all iced tea evaluative criteria.
B) develop an emotional benefit.
C) find a series of functional benefits to advertise.
D) become part of the consideration set.

Question 60

Scenario 5-4
An American automobile company sees that the market share of one model has steadily declined. It seems that every percentage point drop is matched by a corresponding percentage point rise in the Japanese-made competition. In an effort to regain market share, the automobile company decides to promote its American-made heritage. In fact, every part of its car is manufactured in the United States. The advertising agency for the company comes up with the slogan "Right here. Right now. Your all-American car." The advertising it creates is image oriented, and hopes to produce a delayed response.
(Scenario 5-4) By running delayed response advertising, the advertising agency is hoping to

A) create recognition of a need state.
B) have the car show up in an internal search.
C) establish brand loyalty for the car.
D) avoid having to create favorable consumer attitudes toward the car.

Question 61

Scenario 5-6
Voice-It Technologies produces inexpensive personal voice recording devices that serve as a substitute for message pads in the home or office. Their recording time is limited to 120 seconds and the devices sell for less than $20.00. Voice-It's products are about the size of four credit cards stacked on one another and have a useful life of about one year. The slogan this firm uses on its packaging and advertising is "Don't Write It, Voice-It!"
(Scenario 5-6) Most consumers have no experience with Voice-It products and view the purchase of this product as low involvement. What mode of consumer decision making does this indicate?

A) brand loyalty
B) extended problem solving
C) limited problem solving
D) habit

Question 62

Scenario 5-6
Voice-It Technologies produces inexpensive personal voice recording devices that serve as a substitute for message pads in the home or office. Their recording time is limited to 120 seconds and the devices sell for less than $20.00. Voice-It's products are about the size of four credit cards stacked on one another and have a useful life of about one year. The slogan this firm uses on its packaging and advertising is "Don't Write It, Voice-It!"
(Scenario 5-6) Voice-It hired Madonna to do a TV advertisement in which she merely states "Don't Write It, Voice-It!" In this ad, Madonna is:

A) attempting to generate a cognitive response.
B) serving as a peripheral cue.
C) attempting to define consumer values.
D) a part of an existing brand community

Question 63

Using involvement levels and prior experience as the basis of comparison, compare and contrast the characteristics of a product a consumer will engage in extended problem solving before purchasing and a product a consumer is likely to hold brand loyalties toward. Describe the role advertising can play in each situation.

Question 64

Scenario 5-6
Voice-It Technologies produces inexpensive personal voice recording devices that serve as a substitute for message pads in the home or office. Their recording time is limited to 120 seconds and the devices sell for less than $20.00. Voice-It's products are about the size of four credit cards stacked on one another and have a useful life of about one year. The slogan this firm uses on its packaging and advertising is "Don't Write It, Voice-It!"
(Scenario 5-6) A consumer who purchased the product from Voice-It was heard to say, "It's better than having pieces of paper around all the time. In fact, I thought it was a good deal on price too." The statement reflects the consumer's ____.

A) brand attitude
B) beliefs
C) external information
D) evaluative criteria

Question 65

Scenario 5-6
Voice-It Technologies produces inexpensive personal voice recording devices that serve as a substitute for message pads in the home or office. Their recording time is limited to 120 seconds and the devices sell for less than $20.00. Voice-It's products are about the size of four credit cards stacked on one another and have a useful life of about one year. The slogan this firm uses on its packaging and advertising is "Don't Write It, Voice-It!"
(Scenario 5-6) A consumer who was examining a sample of the product from Voice-It said, "If you ask me, it really gets down to buying either this device, another pad of paper, or a much more expensive voice messaging system." Which of the following components of MAAMs analysis had the consumer just indicated?

A) evaluative criteria
B) importance weights
C) the consideration set
D) beliefs

Question 66

Describe what you consider to be a cultural value (other than individualism) held by Americans and the criteria by which you judge it to be a cultural value. Discuss the effects that advertising can have on shaping this value. Describe how advertising can use this value in selling a product.

Question 67

Family is cited as being important in the consumer behavior mix. List some of the important types of primary families discussed in the book and how family influence and an intergenerational effect can influence purchase behavior.

Question 68

Select a product that you use at least once a week. Then describe three possible functional benefits and three possible emotional benefits a person might receive from using the product. Be as specific as possible.