Question 1

As you are watching television,have you ever seen the same commercial repeated numerous times over a period of days? The best explanation for the repetitive ads is the advertisers' desire to create:

Accepted Answer

A) selective attention. 
B) selective exposure. 
C) selective comprehension. 
D) selective retention. 
E) subliminal perception.

Question 2

When Sunkist introduced Almond Accents,a topping for everything from salads to casseroles,the promotional program for the introduction process included a 75-cents-off coupon on one 6 ounce bag and a $1.25-cents off coupon for two 6-ounce bags.In addition,consumers were asked to enter an original recipe using Almond Accents in a contest in which the first prize was a trip for two to the Culinary Institute of America.The use of these promotional tools is a good example of the application of:

Accepted Answer

A) reinforcement theory. 
B) shaping procedures. 
C) cognitive learning theory. 
D) intermittent reinforcement. 
E) attitude modification theory.

Question 3

According to those who believe in subliminal advertising,effective symbols,such as skulls and cross bones,phallic symbols and words such as "sex",are embedded in the ads.The use of these symbols to stimulate consumers' motives would receive support from _____ theory.

Accepted Answer

A) cognitive 
B) reinforcement 
C) behavioral learning 
D) psychoanalytical 
E) operant learning

Question 4

Symbols,rhymes,association and images that assist in the learning and memory processes are known as:

Accepted Answer

A) drives. 
B) cues. 
C) mnemonics. 
D) trigger points. 
E) persuaders.

Question 5

Why are principles of operant conditioning useful in the development of promotional strategies?

Accepted Answer

A) They explain the cognitive processes that mediate a consumer's response to advertising. 
B) They show that experiences with products provide reinforcements that affect future purchase behaviors. 
C) They explain why coupons and samples are unlikely to have any desirable effect on consumer behavior. 
D) They explain consumer behavior in both high and low involvement situations. 
E) They explain how the pairing of a neutral stimulus with a positive stimulus can produce an immediate desired response.

Question 6

In the family decision-making process,the person in the family who is responsible for problem recognition is the:

Accepted Answer

A) purchasing agent. 
B) consumer. 
C) initiator. 
D) information provider. 
E) influencer.

Question 7

_____ is the immediate,direct response of the senses to stimuli like the smell of coffee,the feel of an ocean breeze,and the taste of chocolate.

Accepted Answer

A) Evocation 
B) Sensation 
C) Perception 
D) Attitudinal adjustment 
E) Perception retrieval

Question 8

_____ are the dimensions or attributes of a product that are used to compare different alternatives.

Accepted Answer

A) Evaluative criteria 
B) Attribute assignments 
C) Dissonance motives 
D) Consequences 
E) Reinforcement criteria

Question 9

_____ views a consumer's attitude toward a brand as possessing a number of attributes that provide the basis on which consumers form their attitudes.

Accepted Answer

A) A multiattribute attitude model 
B) An affect referral attitude model 
C) Heuristics 
D) Stimulus-response theory 
E) Operant conditioning

Question 10

Through the use of mnemonics,advertisers hope consumers will engage in _____ when they see the advertisements.

Accepted Answer

A) selective attention 
B) selective exposure 
C) selective comprehension 
D) selective retention 
E) subliminal perception

Question 11

Factors such as time of day,store environments,or occasion for which a product will be used are examples of:

Accepted Answer

A) group norms. 
B) cultural factors. 
C) subcultural influences. 
D) family influences. 
E) situational determinants.

Question 12

Spalding ran an advertisement promoting its Top Flight golf balls as the brand that is the most durable and goes the farthest.This ad campaign attempted to influence consumers' attitudes by:

Accepted Answer

A) increasing or changing the strength or belief rating of the brand on an important attribute. 
B) changing consumers' perceptions of the importance or value of an attribute. 
C) adding a new attribute to the attitude formation process. 
D) ignoring the competition. 
E) avoiding any direct effect on consumers' attitudes.

Question 13

_____ are factors that compel or drive a consumer to take a particular action.

Accepted Answer

A) Motives 
B) Impulses 
C) Wants 
D) Evaluative criterion 
E) Attributes

Question 14

_____ are the abstract outcomes of product or service usage that are intangible,subjective and personal.

Accepted Answer

A) Functional consequences 
B) Psychosocial consequences 
C) Bundles of attributes 
D) Service assessments 
E) Psychological stimuli

Question 15

In-depth interviews,projective techniques and association tests in which consumers are encouraged to bring out associations related to products and brands are methodologies used primarily by:

Accepted Answer

A) motivation researchers. 
B) attitude researchers. 
C) learning theorists. 
D) demographic researchers. 
E) social influence researchers.

Question 16

_____ is an approach to the structure and development of personality that focuses on the underlying motivations for human behavior.

Accepted Answer

A) Maslow's hierarchy of needs 
B) Psychoanalytic theory 
C) Integration heuristics 
D) Multiattribute attitude theory 
E) Operant conditioning

Question 17

Energizer batteries come with a tester on each battery that lets a user see if the battery needs to be replaced.This strategy is focused on reaching consumers at the _____ stage of the consumer decision making process.

Accepted Answer

A) problem recognition 
B) internal search 
C) external search 
D) alternative evaluation 
E) purchase

Question 18

Which of the following statements describes a major advantage inherent in the use of multiattribute models to study consumer behavior?

Accepted Answer

A) Multiattribute models offer very simple ways to assess attitudes. 
B) Multiattribute models focus only on the overall feelings a consumer has towards a brand. 
C) Multiattribute models help marketers better understand and diagnose the underlying structure or basis of consumers' attitudes. 
D) Multiattribute models view consumer attitude formation and decision making as non - compensatory in nature. 
E) Multiattribute models help in predicting attitudes even when the importance that the consumers attach to the important product attributes are unknown.

Question 19

Ilon loves his car and does everything necessary to keep the vehicle in top running condition.When he heard a strange popping noise under the hood,he knew the car needed the services of a mechanic.The noise triggered the _____ stage of the consumer decision-making process.

Accepted Answer

A) internal search 
B) external search 
C) problem recognition 
D) alternative evaluation 
E) post-purchase evaluation

Question 20

A product manager for a new brand of laundry detergent must:

Accepted Answer

A) increase problem recognition for detergent purchases. 
B) interrupt consumers' routine choice behavior and get them to consider a new brand. 
C) maintain a lower price than competitors. 
D) provide detailed information to consumers. 
E) create pioneering advertising.

Exam 2: Perspectives on Consumer Behavior