Deck 5: Communication and Consumer Behavior

Question 1

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

Answer 1

False

Question 2

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

Answer 2

True

Question 3

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

Answer 3

False

Question 4

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 5

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

Question 6

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

Question 7

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

Question 8

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

Question 9

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

Question 10

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

Question 11

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

Question 12

When discussing needs and wants in an advertising context,Rae needs a Kombucha Wonder Drink because she wants to quench her thirst.

Question 13

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

Question 14

When Diego sees the red price tag on a snowboard at REI,he is responding to a stimulus.

Question 15

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

Question 16

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

Question 17

Zainab wants to make an omelet for dinner,but she is out of eggs.Negative motivation is the force that moves Zainab to go to the grocery store to buy eggs.

Question 18

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

Question 19

Habit is the natural extension of learning.

Question 20

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 21

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

Question 22

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 23

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) low in brand loyalty.
E) initiating a new communication channel.

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

Thomas was planning on seeing a movie last weekend.After trying and failing 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 26

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

Question 27

At a wine tasting,Joni sees a case of blue bottles of wine and,intrigued by the color,decides to try a glass.It tastes slightly sweet to her and she decides to buy a whole case.Hermina notices the same brand of wine,but to her it tastes more bitter than sweet,so she keeps looking around the store.Their difference in behavior most likely occurs because of their differing

A) perceptions.
B) cultures.
C) social classes.
D) beliefs.
E) knowledge.

Question 28

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 level of fees charged by the plan

Question 29

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

Question 30

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 31

Tamika breaks her phone while she is out dancing one night.When looking for a new phone,she goes to the store and considers the newer model of her old phone plus two other companies' phones that have similar prices but different features.These two other brand phones make up Tamika's evoked set.

Question 32

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

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

Question 33

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

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

Question 34

Wyclef is a music producer.In a magazine called Mix Magazine,Wyclef reads about new mixing equipment that allows him to mix both analog and digital sources with full modulation.Wyclef used a(n)_____ to learn about this new product.

A) direct message
B) feedback channel
C) nonpersonal channel
D) personal channel
E) inert medium

Question 35

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

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

Question 36

According to the human communication process,the person 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 37

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

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

Question 38

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 39

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

Question 40

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) reinforcement
D) a source maze
E) a reception blocker

Question 41

Destini Heavy-Runner is looking to diversify her investments.She talks to her grandmother and then reads up on several companies she might buy stock in before discussing them with her financial advisor.Which of the following best describes the method Destini is using to learn more about her investing options?

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

Question 42

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 43

_____ 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 44

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 45

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

A) Needs
B) Wants
C) Ideals
D) Habits
E) Attitudes

Question 46

_____ 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 47

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 48

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 49

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 salesclerk 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 50

Which of the following is an example of habit acquisition?

A) For every ten cups of coffee you purchase at a local convenience store, you get one free.
B) A salesclerk 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) Verizon wireless offers customers a discount on their new phone purchase in exchange for signing a two-year contract when they sign up for service.
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 51

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 52

During Carl's first semester in college,he walks through his student union building everyday on his way to classes.At the beginning of the semester,he easily gets distracted and stops to look at all the posters and to talk to all the groups giving out information about various causes.He was often late for class.However,by the middle of the semester,he would walk through the student union without even noticing the new groups and signs.Carl has likely created _____ to shield him from all the competing messages.

A) noise
B) feedback
C) mental files
D) perceptual screens
E) cognitive dissonance

Question 53

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

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

Question 54

When _____ has occurred,a person experienced a change in a belief,an attitude,or a behavioral intention due to a message such as an advertisement.

A) evaluation
B) corroboration
C) motivation
D) substantiation
E) persuasion

Question 55

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 nonpersonal theories
D) affective and cognitive route theories
E) psychological and physiological screen theories

Question 56

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 57

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 58

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

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

Question 59

_____ are needs that we learn during our lifetime.

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

Question 60

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

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

Question 61

_____ 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 62

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 63

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

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

Question 64

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 65

_____ 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 66

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 alternative goods and services 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 67

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 68

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 69

Once a month,Morgan buys a case of wine.She will buy either 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 70

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

Question 71

Kate is looking forward to spending two weeks in Hawaii having fun.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 72

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 hairstyles 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 73

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 74

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 75

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 76

In which of these scenarios is the consumer most likely to experience cognitive dissonance?

A) A mother purchased snacks 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 student purchased a pizza for supper.
E) An engaged couple bought a new house.

Question 77

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 78

Zoroastrianism was the dominant world religion during the Persian empires (559 BC to AD 651)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 79

Gopal bought a Schwinn road bike in good condition from a used bike shop for $160,thinking he got a steal.When he got home and searched for his bike on the Internet,he found the same model for sale from Walmart for $149 new.Rather than getting upset at the price difference,Gopal justifies the purchase to himself by deciding it was better to support a local bike shop than a chain.Gopal's rationalization is an example of someone trying to

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

Question 80

Caylin is an avid video game player.Her favorite series is Fallout,though she also likes Halo and World of Warcraft for their depth of narrative.When she buys new video games,Caylin chooses releases only from these three brands,which are her

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