Deck 5: Communication and Consumer Behavior

Question 1

The cognitive theory of learning is also called the stimulus-response theory.

Answer 1

False
Explanation: The conditioning theory of learning is also called the stimulus-response theory.

Question 2

An impulse buy would be an example of the peripheral route to persuasion.

Answer 2

True
Explanation: Peripheral route to persuasion: One of two ways communication can persuade consumers.When consumers have low involvement with a product or message,they have little reason to pay attention to or comprehend the central message of the ad.However,these consumers might attend to some peripheral aspects of an ad for its entertainment value.Consistent with stimulus response theory,consumers may respond to the message at a later date,when a purchase occasion arises.The buy is unplanned and illustrates stimulus-response learning.

Question 3

Reference groups are people outside the family whom we wish to emulate.

Answer 3

False
Explanation: Reference groups: People we try to emulate or whose approval concerns us.Reference groups can be personal (family,friends,co-workers)or impersonal (political parties,religious denominations,professional associations).Family members can be part of our reference group.

Question 4

Habit is the natural extension of learning.

Question 5

It is important to note that brand loyalty must be a conscious decision expressed through intention or behavior.

Question 6

Informational motives are the negatively originated motives,such as problem removal or problem avoidance.

Question 7

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

Question 8

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

Question 9

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

Question 10

The fact that a seven-year-old still believes in Santa Claus is due to selective perception.

Question 11

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

Question 12

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

Question 13

As Ross has a keen sense of smell and an extraordinary sense of taste,it can be said that his physiological screens are superior to what most people have.

Question 14

When Jana uses a $1-off coupon to purchase an exercise mat,she is providing feedback.

Question 15

There are a total of five personal processes that govern the way we discern raw data and translate them into feelings,thoughts,beliefs and actions.

Question 16

The interpersonal influences affecting the mental processes and the behavior of the consumers are time,place,and environment.

Question 17

Choosing a spokesperson to reach a target market is easy when advertisers use opinion leaders.

Question 18

Some might say that they have a need for a Big Mac because they want something to eat.

Question 19

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

Question 20

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

Question 21

The FCB grid is used to determine how personal and non-personal factors will influence consumer behavior.

Question 22

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

Question 23

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

Question 24

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

Question 25

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

Question 26

What are the three personal processes in the consumer decision process?

Question 27

Describe the model of the consumer perception process displayed in the text.

Question 28

Why is it when you're watching a sporting event on television,you will often see the same commercial repeated multiple times?

Question 29

What is the difference between a habit and an attitude?

Question 30

When looking for a babysitter,the mother may consider the teenager next door and a former daycare employee.These two make up her evoked set.

Question 31

What is culture? How does it differ from a subculture?

Question 32

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

Question 33

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

Question 34

Distinguish between the FCB grid and the Kim-Lord grid.

Question 35

Subcultures tend to transfer their beliefs and values from generation to generation.

Question 36

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

Question 37

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

Question 38

Describe the basic consumer decision process model displayed in the text including any processes that precede the actual decisions made by consumers.

Question 39

Define consumer behavior.

Question 40

In the elaboration likelihood model,there are two ways promotion communication can persuade consumers.What are those two ways?

Question 41

List the interpersonal influences on consumer behavior.

Question 42

Thomas was planning on seeing a movie last weekend.After trying to read the small print which told the times the movie would be shown,he gave up and decided to go to the zoo instead.In this case,_____ screens influenced his perception.

A)physiological
B)rational
C)functional
D)psychological
E)self-actualizing

Question 43

Briefly explain the theory of cognitive dissonance.

Question 44

_____ is the mental and emotional processes and the physical activities of people who purchase and use goods to satisfy particular needs and wants.

A)Consumer behavior
B)Stimulus-response
C)Cognitive learning
D)Psychological response
E)Customer fulfillment

Question 45

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.

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

Question 46

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

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 47

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

A)Personal processes
B)Interpersonal influences
C)Non-personal influences
D)Evaluative criteria
E)Evoked sets

Question 48

_____ is the personalized way we sense,interpret and comprehend various stimuli.

A)Habit
B)Learning
C)Perception
D)Motivation
E)Attitude

Question 49

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

Question 50

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

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 51

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 and decided to ask his physician if the drug would cure the pain he felt in his feet would be:

A)acting as a source.
B)providing feedback.
C)creating a persona.
D)using integrated marketing communications.
E)creating a new communication channel.

Question 52

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

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

Question 53

If you receive an invitation to your 25^th high school reunion,you will be much more likely to notice ads for various weight-loss programs,diet foods and skin rejuvenators than if you are invited to an annual family picnic.This is an example of how _____ affects perception.

A)user-set
B)an evoked set
C)self-concept
D)persuasion
E)motivation

Question 54

What are the three positively originated (transformational)motives?

Question 55

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):

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

Question 56

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:

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

Question 57

In a study in the Netherlands,Belgium and Germany,respondents were asked several questions that asked them to rate imported meat against locally-produced meat.In all cases,locally-produced meat was rated much higher even though the meat from all three nations is virtually indistinguishable._____ Screens based on learned factors led to this perceived differences.

A)Physiological
B)Rational
C)Functional
D)Psychological
E)Self-actualizing

Question 58

A(n)_____ is physical information we receive through our senses.

A)motivator
B)selective perception
C)attitude
D)stimulus
E)habit

Question 59

Why does the Organization of American Milk Processing use a variety of different celebrities in its ad campaign?

Question 60

Alan White is a rodeo performer.In a magazine called Western Horseman,White learned about a new kind of feed supplement for his horse that will help keep the animal at its peak performance.White used a(n)_____ to become familiar with this new product.

A)encoded message
B)semiotics
C)non-personal channel
D)personal channel
E)inert medium

Question 61

_____ occurs when the change in belief,attitude or behavioral intention is caused by promotion communication.

A)Learning
B)Corroboration
C)Motivation
D)Substantiation
E)Persuasion

Question 62

The mind is like a memory bank.The stored memories in our minds are called:

A)cognitive files.
B)mental files.
C)the personal database.
D)a data mine.
E)an information warehouse.

Question 63

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

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 64

The acquired mental position we hold in regard to some idea or object is called a(n):

A)cognition.
B)perception.
C)an attitude.
D)motivation.
E)stimulation.

Question 65

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.

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

Question 66

Consumer concern about food contamination with pathogenic bacteria is generally nonexistent.They view food safety and food hygiene as government problem.The element of perception responsible for this interpretation is called:

A)attitude.
B)learning.
C)motivation.
D)cognition.
E)screening.

Question 67

Taking into account the Elaboration Likelihood Model,which of the following purchases would be most likely to involve the peripheral route to persuasion?

A)A wedding dress
B)A Mediterranean cruise
C)A can of soda
D)A car seat for a new baby
E)Membership in an exclusive country club

Question 68

Harrison has walked past a Mercedes dealership every weekday for the last eight months.Each time he passes,he examines the red Mercedes convertible in the showroom.He is now wondering whether he should buy the convertible and sell his SUV.Which of the following terms best describes what Harrison is doing or showing by his actions?

A)Consumer loyalty
B)Brand disparity
C)Brand interest
D)Brand perception
E)Evaluative criteria

Question 69

Maslow's hierarchy of needs helps researchers:

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 70

_____ is needs that we learn during our lifetime.

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

Question 71

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

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

Question 72

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

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

Question 73

Considering the Elaboration Likelihood Model,which of the following purchases would be most likely to involve the central route to persuasion?

A)A Mother's Day card
B)A box of paper clips
C)A bag of Lays potato chips
D)A carton of eggs
E)A McDonald's Happy Meal

Question 74

Katherine has been baking for years and she has tried many different brands of ingredients to find the best one for making biscuits.Her belief that White Lily brand flour is superior to either Pillsbury or Gold Medal brands for baking biscuits can most readily be explained through application of:

A)stimulus-response theory.
B)peripheral route to persuasion.
C)central route to persuasion.
D)conditioning theory.
E)cognitive theory.

Question 75

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.

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

Question 76

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

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 77

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

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

Question 78

______ is a relatively permanent change in thought process or behavior that occurs as a result of reinforced experience.

A)Stimulation
B)Perception
C)Mental corroboration
D)Learning
E)Substantiated cognition

Question 79

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

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

Question 80

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

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)Sam sees a comparative ad showing the superiority of Coors beer over Anheuser-Busch beer.
D)A vacuum cleaner salesperson offers to clean the living room carpet of the Truman household.
E)A new laundry shop offers a one-time free trial for all customers.