Question 1

When consumers are less knowledgeable about a product category, they tend to perceive the product as being more effective when:

Accepted Answer

A)   they critically evaluate message arguments in a brand's image.
B)   its image is shown close to the image of the promised results.
C)   they tend to link the information in a message to their existing beliefs.
D)   its image varies to a great extent from the previous versions of the brand's images.
E)   its image is distinct from the images of all competitor brands. B

Question 2

Ryan has just started a new semester in college. He attends his first lecture on statistics. Halfway through the lecture, Ryan's disinterest in the subject prompts him to make up his mind that statistics will be boring for the rest of the semester. In this scenario, Ryan has made the _____ form of assessment.

Accepted Answer

A)   deterministic safety decision
B)   peripheral referencing
C)   body feedback
D)   thin-slice judgment
E)   probabilistic analysis D

Question 3

In low-effort processing situations, brand evaluations suffer when consumers are repeatedly exposed to messages about product features.

Accepted Answer

A) True 
 B)False  False

Question 4

According to the _____, consumers can have a favorable attitude toward an ad either because they find it believable or because they feel good about it.

Accepted Answer

A)   implicit personality theory
B)   efficient market hypothesis
C)   cognition-behavioral theory
D)   evaluative consistency theory
E)   dual-mediation hypothesis

Question 5

Steve watches an ad for a brand of soda that portrays people surfing and having a party on a beach. Steve now associates the soda with fun and exciting people. In the context of consumer attitudes, Steve's behavior is an example of _____.

Accepted Answer

A)   a heuristic demand
B)   a feedback cue
C)   a simple inference
D)   long-term cognition
E)   an affective cue

Question 6

In classical conditioning, when the unconditioned stimulus is presented first, it is known as _____.

Accepted Answer

A)   concurrent conditioning
B)   unconditioned conditioning
C)   forward conditioning
D)   operant conditioning
E)   backward conditioning

Question 7

The speaker at the Tomarao Enterprises sales seminar asked her audience "Would you like to be financially independent before the age of 50?" This is best thought of as an example of using _____ to elicit self-referencing.

Accepted Answer

A)   a rhetorical question
B)   emotional appeals
C)   visual branding
D)   body feedback
E)   a teaser

Question 8

Repetition of ad messages increases the likelihood that consumers will be better able to process it when making a purchasing decision.

Accepted Answer

A) True 
 B)False

Question 9

Discuss the circumstances where conditioning is most likely to occur.

Accepted Answer

The answer of Discuss the circumstances where conditioning is most...

Question 10

The goal of a transformational ad is to:

Accepted Answer

A)   decrease emotional involvement by concentrating on consumer efforts rather than their needs.
B)   use sympathy and empathy to attract consumers toward the brand.
C)   reposition brand extensions so that consumers can process them through central route processing.
D)   associate the experience of using the product with a unique set of psychological characteristics.
E)   attract consumers through the presentation of factual information.

Question 11

Low-effort cognition involves classical and evaluative conditioning.

Accepted Answer

A) True 
 B)False

Question 12

When consumers believe a statement simply because it has been repeated a number of times, it is referred to as _____.

Accepted Answer

A)   body feedback
B)   the truth effect
C)   a peripheral cue
D)   an emotional appeal
E)   the frequency heuristic

Question 13

The attitudes of high-effort consumers may be less resistant to attack than those of low-effort consumers because the high-effort people may not resist a message or develop counterarguments.

Accepted Answer

A) True 
 B)False

Question 14

Discuss how transformational advertising associates the experience of using a product with a unique set of psychological characteristics.

Accepted Answer

The answer of Discuss how transformational advertising associates the experience...

Question 15

When consumers aid their judgments by inferring that brands with more frequent ads are high in quality, they are forming _____, which are simple rules of thumb that are easy to invoke and require little thought.

Accepted Answer

A)   support arguments
B)   persuasive arguments
C)   attributions
D)   counterarguments
E)   heuristics

Question 16

_____ is a way of producing a response to a stimulus by repeatedly pairing it with another stimulus that automatically produces this response.

Accepted Answer

A)   Transitioning
B)   Feedback generation
C)   Operant conditioning
D)   Modeling
E)   Classical conditioning

Question 17

Briefly explain how marketers use pleasant pictures to influence consumers' message processing.

Accepted Answer

The answer of Briefly explain how marketers use pleasant pictures...

Question 18

Which of the following emotional responses is elicited with a combination of medium pitch, firm rhythm, and dissonant harmony in a musical piece used in an ad?

Accepted Answer

A)   Exciting
B)   Sentimental
C)   Majestic
D)   Sad
E)   Happy

Question 19

A conditioned stimulus is something that:

Accepted Answer

A)   does not automatically elicit an involuntary response by itself.
B)   automatically elicits an involuntary response by itself.
C)   stimulates an involuntary response.
D)   does not stimulate several voluntary responses.
E)   creates neural pathways to aid in the formation of schemas.

Question 20

A research study suggests that consumers' _____ may be the best indicator of advertising effectiveness.

Accepted Answer

A)   recalling ability of the ad
B)   recognition of the brand in the ad
C)   need to purchase a product in the ad
D)   attitude toward the ad
E)   ad comprehension

Exam 6: Attitudes Based on Low Effort

When consumers are less knowledgeable about a product category, they tend to perceive the product as being more effective when:

In low-effort processing situations, brand evaluations suffer when consumers are repeatedly exposed to messages about product features.

According to the _____, consumers can have a favorable attitude toward an ad either because they find it believable or because they feel good about it.

Steve watches an ad for a brand of soda that portrays people surfing and having a party on a beach. Steve now associates the soda with fun and exciting people. In the context of consumer attitudes, Steve's behavior is an example of _____.

In classical conditioning, when the unconditioned stimulus is presented first, it is known as _____.

The speaker at the Tomarao Enterprises sales seminar asked her audience "Would you like to be financially independent before the age of 50?" This is best thought of as an example of using _____ to elicit self-referencing.

Repetition of ad messages increases the likelihood that consumers will be better able to process it when making a purchasing decision.

Discuss the circumstances where conditioning is most likely to occur.

The goal of a transformational ad is to:

Low-effort cognition involves classical and evaluative conditioning.

When consumers believe a statement simply because it has been repeated a number of times, it is referred to as _____.

The attitudes of high-effort consumers may be less resistant to attack than those of low-effort consumers because the high-effort people may not resist a message or develop counterarguments.

Discuss how transformational advertising associates the experience of using a product with a unique set of psychological characteristics.

When consumers aid their judgments by inferring that brands with more frequent ads are high in quality, they are forming _____, which are simple rules of thumb that are easy to invoke and require little thought.

_____ is a way of producing a response to a stimulus by repeatedly pairing it with another stimulus that automatically produces this response.

Briefly explain how marketers use pleasant pictures to influence consumers' message processing.

Which of the following emotional responses is elicited with a combination of medium pitch, firm rhythm, and dissonant harmony in a musical piece used in an ad?

A conditioned stimulus is something that:

A research study suggests that consumers' _____ may be the best indicator of advertising effectiveness.