Question 1

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

Accepted Answer

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

Question 2

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

Accepted Answer

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

Question 3

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

Accepted Answer

The answer of List the elements of the human communication...

Question 4

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

Accepted Answer

The answer of In the elaboration likelihood model, there are...

Question 5

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

Accepted Answer

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

Question 6

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

Accepted Answer

A) True 
 B)False

Question 7

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.

Accepted Answer

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

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.

Accepted Answer

A) True 
 B)False

Question 9

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

Accepted Answer

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 10

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.

Accepted Answer

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

Question 11

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

Accepted Answer

A) True 
 B)False

Question 12

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

Accepted Answer

The answer of What are the dimensions used on the...

Question 13

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

Accepted Answer

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

Question 14

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

Accepted Answer

The answer of Distinguish between the FCB grid and the...

Question 15

What are the three positively originated (transformational) motives?

Accepted Answer

The answer of What are the three positively originated (transformational)...

Question 16

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

Accepted Answer

A) True 
 B)False

Question 17

Which of the following promotions is intended to help the advertiser meet the goal of habit reinforcement?

Accepted Answer

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 18

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

Accepted Answer

A) True 
 B)False

Question 19

Define consumer behavior.

Accepted Answer

The answer of Define consumer behavior....

Question 20

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?

Accepted Answer

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

Exam 5: Communication and Consumer Behavior

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

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

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

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

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

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

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.

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

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

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

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

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

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

What are the three positively originated (transformational) motives?

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

Which of the following promotions is intended to help the advertiser meet the goal of habit reinforcement?

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

Define consumer behavior.

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?