Deck 5: Communication and Consumer Behavior

Question 1

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

Answer 1

True

Question 2

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

Answer 2

True

Question 3

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.

Answer 3

False

Question 4

Maura wants cereal for breakfast, but she is out of milk. Negative motivation triggers Maura to go to the convenience store to purchase milk.

Question 5

Brand loyalty occurs when a consumer perceives that a brand has the right features and quality at the right price.

Question 6

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

Question 7

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

Question 8

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 9

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

Question 10

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

Question 11

Choosing a credible spokesperson requires understanding the tastes and interests of the company's target market.

Question 12

In terms of needs and wants, Carla wants something to eat and needs a Big Mac.

Question 13

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

Question 14

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

Question 15

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

Question 16

Habit is the natural extension of learning.

Question 17

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

Question 18

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 19

Mental files store information in a person's memory, which is susceptible to various biases.

Question 20

Personal reference groups are people outside the family we wish to emulate.

Question 21

Alan did not notice the ad for Goodwater riding equipment in Western Horseman because he was much more interested in an article on Argentinian cowboys on the page opposite the equipment ad. In terms of the communication process, the article on Argentinian cowboys served as _____ for the Goodwater ad.

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

Question 22

_____ 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 23

When looking for a babysitter, Tamika considers the teenager next door and a former daycare employee. These two individuals make up Tamika's evoked set.

Question 24

What is the first step in the basic consumer decision process?

A) Evaluating options
B) Identifying motivations
C) Making comparisons
D) Recognizing a problem
E) Seeking more information

Question 25

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) mental files

Question 26

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 27

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

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

Question 28

Subcultures, which are segments within a culture, tend to transfer their beliefs and values from generation to generation.

Question 29

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) dissonance.
C) ethics.
D) cognitive learning.
E) social class.

Question 30

The same cognitive dissonance process occurs with low-involvement purchases and high-involvement purchases.

Question 31

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

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

Question 32

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

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

Question 33

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) semiotic medium
C) non-personal channel
D) personal channel
E) inert medium

Question 34

In a study in the Netherlands, Belgium, and Germany, respondents were asked 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 by sight, taste, or smell. _____ screens based on learned factors most likely led to this perceived differences.

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

Question 35

_____ 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 36

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

Question 37

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 tax bracket
B) The IRA fund that family members use
C) The current economic environment
D) The time of year the IRA is being purchased
E) The company recommended retirement plan

Question 38

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 39

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 40

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

Question 41

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 42

_____ are needs that we learn during our lifetime.

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

Question 43

Katherine has been baking for years, and she uses King Arthur flour because that's the brand her mother uses and recommends. Which of the following best explains why Katherine buys King Arthur flour instead of another brand?

A) Stimulus-response theory
B) Peripheral route to persuasion
C) Central route to persuasion
D) Conditioning theory
E) Cognitive theory

Question 44

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

A) A wedding dress
B) A Mediterranean cruise
C) A can of soda
D) An infant car seat
E) A set of golf clubs

Question 45

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

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

Question 46

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

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

Question 47

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

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

Question 48

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.

Question 49

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 50

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

A) Stimulation
B) Perception
C) Dissonance
D) Learning
E) Substantiated cognition

Question 51

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

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

Question 52

Consumer concern about food contamination from pathogenic bacteria is generally nonexistent because most people view food safety as a government issue. The element of perception responsible for this interpretation is called:

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

Question 53

_____ 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 54

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

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

Question 55

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 56

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

A) Cognitive and conditioning theories
B) Central and peripheral route theories
C) Interpersonal and non-personal theories
D) Affective and cognitive route theories
E) Psychological and physiological screen theories

Question 57

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 Crest toothpaste user, receives a coupon for a free trial-size of Rembrandt toothpaste in the mail.
D) The Mystery Book Club offers six free books to new members tied to a contract to purchase more in the future.
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 58

Considering the Elaboration Likelihood Model, which of the following purchases would most likely 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 59

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) Criteria evaluation

Question 60

A magazine cover showed a cowboy excelling in a 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) Noise
B) Feedback
C) Mental files
D) Perceptual screens
E) Cognitive dissonance

Question 61

For which of the following purchasers would cognitive dissonance be the greatest?

A) A mother purchased acne medicine for her teenage son.
B) A secretary rented a car for her boss's business trip.
C) A jogger purchased a bottle of water for himself.
D) A college graduate bought a new sports car.
E) A student purchased a pizza for supper.

Question 62

Which of the following statements is true about the FCB grid?

A) It helps advertising agencies determine which type of advertising to use for a specific product.
B) It demonstrates how consumers can avoid cognitive dissonance through the use of more specific evaluative criteria.
C) It illustrates how negatively originated motives differ from positively originated motives.
D) It helps create integrated marketing communications that present a unified message to the targeted audience.
E) It helps advertising agencies determine which approach to use based on the consumer's stage on the brand loyalty continuum.

Question 63

In the special bride edition of Martha Stewart Living magazine, its editors describe the latest trends in weddings and give advice on how to create the perfect wedding. In this situation, the editors of the magazine could be considered:

A) opinion leaders.
B) reinforcers.
C) a reference point.
D) selective communicators.
E) negative motivators.

Question 64

Kate is looking forward to spending two weeks in Hawaii. However, one week before the trip, Kate's car breaks down, and she has to spend her vacation money on repairs. Kate's desire for a luxurious vacation is produced by a(n) _____ motive, while the necessity of paying for car repairs is an example of a _____ motive.

A) positively originated; negatively originated
B) transformational; transactional
C) informational; transformational
D) negatively originated; positively originated
E) informational; transactional

Question 65

Once a month, Morgan buys a case of wine. She will either buy the Charles Shaw brand, the Livingston brand, or the Sutter Home brand because she knows that these three brands are inexpensive and tasty. Inexpensive and tasty would be classified as her:

A) peripheral responses.
B) selective tools.
C) evaluative criteria.
D) evoked set.
E) acquired attitude.

Question 66

What level of Maslow's hierarchy of needs is being addressed in a clothing ad that states "Create your signature style?"

A) Safety
B) Self-actualization
C) Love
D) Physiological
E) Social

Question 67

The _____ depicts the degrees and kinds of involvement a consumer brings to the purchase decision for different products.

A) basic consumer decision model
B) FCB grid
C) traditional model of consumer involvement
D) Kim-Lord grid
E) continuum of purchase expectations

Question 68

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

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

Question 69

Last week, Gopal paid $359 for a sewing machine for his wife. He purchased the machine from an Internet retailer and believed he had received a bargain. This week he found an identical sewing machine at Walmart for $169. He is likely to experience:

A) selective perception.
B) cognitive dissonance.
C) perceptual dissonance.
D) negative motivation.
E) attitudinal dissatisfaction.

Question 70

The four quadrants of the FCB grid are high involvement or low involvement and:

A) need or want.
B) think or feel.
C) culture or society.
D) peripheral or route persuasion.
E) cognitive or conditioned thinking.

Question 71

Zoroastrianism was the dominant world religion during the Persian empires (559 BC to 651 AC) and was thus the most powerful world religion at the time of Jesus. It is still practiced worldwide, especially in Iran and India. Within these two countries, the religion's members share a set of beliefs that set them apart from others who reside in the country. Believers in this religion would be classified as a(n):

A) classless society.
B) subculture.
C) national reference group.
D) transformational group.
E) opinion group.

Question 72

Someone who is a vegetarian often becomes so due to the belief that killing animals is cruel and that processed meat contains harmful chemicals. Both of these reasons are examples of _____ motives.

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

Question 73

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.

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

Question 74

Tina is a new student at a private academy. She values the opinions of her new classmates and tries to dress just like them. She watches the same television shows they watch and tries to copy their hair style and the way they stand. For Tina, her new classmates are a(n):

A) approval center.
B) focus group.
C) standard bearer.
D) cultural norm.
E) reference group.

Question 75

To establish an evoked set, consumers must:

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

Question 76

Once a month, Morgan buys a case of wine. She will either buy the Charles Shaw brand, the Livingston brand, or the Sutter Home brand because she knows that these three brands are inexpensive and tasty. She considers only these three options when selecting her wine. For Morgan, the three brands of wine are a(n):

A) evaluated set.
B) evoked set.
C) standardized set.
D) selected criteria.
E) alternative list.

Question 77

Consumers' evoked sets are:

A) those members of the buyer's family who must be considered when a product is selected for purchase.
B) the combination of products that consumers finally select for their use.
C) the alternatives that consumers evaluate before making decisions.
D) the environments that affect the decision-making process.
E) the relevant reference group(s) for a particular purchase.

Question 78

The number of Hispanics in the United States is growing rapidly. In Mexico, a prescription is not needed to get medication, so the idea of bringing prescriptions to the pharmacist in order to get the needed medicine is foreign to Mexican immigrants. Developing a method of explaining prescriptions to recent immigrants is a response to _____ differences.

A) social class
B) economic
C) cultural
D) ethical
E) psychographic

Question 79

_____ 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.

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

Question 80

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

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