Chapter 05 Marketing and Consumer Behavior: The Foundations of Advertising Answer Key

from The title of your publicatioContemporary advertising and integrated marketing communications 14th ed

True / False Questions

1. (p. 145)

The purpose of marketing is to create cognitive dissonance.

FALSE

The ultimate purpose of marketing is to create exchanges that satisfy the perceived needs, wants, and objectives of individuals and organizations.

AACSB: Analytic Blooms: Remember

Difficulty: 1 Easy

Learning Objective: 05-01 Define marketing and explain the relationship between consumer needs and product utility.

Topic: The Relationship of Marketing to IMC

2. (p. 145)

One of the roles of IMC is to communicate product utility.

TRUE

Utility is the product’s ability to satisfy both functional needs and symbolic (or psychological) wants. One of the roles of IMC is to communicate this utility.

AACSB: Analytic Blooms: Remember

Difficulty: 1 Easy

Learning Objective: 05-01 Define marketing and explain the relationship between consumer needs and product utility.

Topic: Customer Needs and Product Utility

3. (p. 146) Exchange is the traditional, theoretical core of marketing.

TRUE Exchange is the traditional, theoretical core of marketing.

AACSB: Analytic Blooms: Remember

Difficulty: 1 Easy

Learning Objective: 05-01 Define marketing and explain the relationship between consumer needs and product utility.

Topic: Customer Needs and Product Utility

5-24

© 2013 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.

4. (p. 152) Nonpersonal influences that have a direct impact on a consumer's final purchase decision are family, culture, and target market.

FALSE

Nonpersonal influences factors often outside the consumer’s control include time, place, and environment.

AACSB: Analytic Blooms: Remember

Difficulty: 1 Easy Learning Objective: 05-03 Explain why consumer behavior is the key to IMC strategy.

Topic: The Consumer Decision Process: An Overview

5. (p. 149) The three general categories of customers are current customers, prospective customers, and centers of influence.

TRUE

Customers are the people or organizations who consume goods and services. They fall into three general categories: current customers, prospective customers, and centers of influence.

AACSB: Analytic Blooms: Remember

Difficulty: 1 Easy Learning Objective: 05-02 Identify the key participants in the marketing process.

Topic: Customers

Topic: The Key Participants in the Marketing Process

6. (p. 152) Personal processes refer to the mental and emotional processes and the physical activities of people who purchase and use goods and services to satisfy needs and wants.

FALSE

The three personal processes govern the way we discern raw sensory information (stimuli) and translate it into feelings, thoughts, beliefs, and actions. The personal processes are perception, learning and persuasion, and motivation.

AACSB: Analytic Blooms: Remember

Difficulty: 1 Easy Learning Objective: 05-03 Explain why consumer behavior is the key to IMC strategy.

Topic: The Consumer Decision Process: An Overview

5-25

7. (p. 153) The smell of fresh-baked bread is an example of a stimulus.

TRUE

A stimulus is something (light, sound, a scent) we can receive through our senses. It may originate within our bodies, as when we notice that we feel hungry at lunchtime. Or it may originate from outside our bodies, as when we see an ad for an iPhone and decide it looks beautiful.

AACSB: Analytic Blooms: Understand

Difficulty: 2 Medium

Learning Objective: 05-04 Outline the psychological processes in consumer behavior.

Topic: The Consumer Perception Process

8. (p. 153) Physiological screens refer to the subconscious filters that shield us from unwanted messages.

TRUE

Physiological screens refer to the subconscious filters that shield us from unwanted messages.

AACSB: Analytic Blooms: Remember

Difficulty: 1 Easy

Learning Objective: 05-04 Outline the psychological processes in consumer behavior.

Topic: The Consumer Perception Process

9. (p. 154) Consumers use physiological screens to evaluate, filter, and personalize information according to subjective emotional standards.

FALSE

Each consumer uses psychological screens to evaluate, filter, and personalize information according to subjective emotional standards.

AACSB: Analytic Blooms: Remember

Difficulty: 1 Easy

Learning Objective: 05-04 Outline the psychological processes in consumer behavior.

Topic: The Consumer Perception Process

10. (p. 155) According to the theory of operant conditioning, negative reinforcement decreases the likelihood of a reinforced behavior.

FALSE

Operant conditioning involves an organism receiving reinforcement for a behavior. Both positive reinforcement (a reward such as food) or negative reinforcement (removing a noxious stimulus such as a loud noise) increase the likelihood of a reinforced behavior.

AACSB: Analytic Blooms: Remember

Difficulty: 1 Easy

Learning Objective: 05-04 Outline the psychological processes in consumer behavior.

Topic: Learning and Persuasion: How Consumers Process Information

11. (p. 155)

The social cognitive theory of learning involves an organism receiving reinforcement for a behavior.

FALSE

Albert Bandura’s social cognitive theory provides a richer, cognitive perspective on how people learn. It suggests that consumers pay attention to the rewards and costs experienced by others in response to the things they do.

AACSB: Analytic Blooms: Understand

Difficulty: 2 Medium

Learning Objective: 05-04 Outline the psychological processes in consumer behavior.

Topic: Learning and Persuasion: How Consumers Process Information

12. (p. 155) In the central route to persuasion, consumers have a higher level of involvement with the product or the message.

TRUE

In the central route to persuasion, consumers have a higher level of involvement with the product or the message, so they are motivated to pay attention to the central, product related information, such as product attributes and benefits or demonstrations of positive functional or psychological consequences.

AACSB: Analytic Blooms: Remember

Difficulty: 1 Easy

Learning Objective: 05-04 Outline the psychological processes in consumer behavior.

Topic: A Theory of Persuasion: The Elaboration Likelihood Model

5-27

13. (p. 157) Habit is the natural extension of learning. TRUE

Habit the acquired behavior pattern that becomes nearly or completely involuntary is the natural extension of learning.

AACSB: Analytic Blooms: Remember

Difficulty: 1 Easy Learning Objective: 05-04 Outline the psychological processes in consumer behavior.

Topic: A Theory of Persuasion: The Elaboration Likelihood Model

14. (p. 158)

Brand loyalty is an individual’s openness or curiosity about a brand. FALSE

Brand loyalty is the consumer’s conscious or unconscious decision, expressed through intention or behavior, to repurchase a brand continually.

AACSB: Analytic Blooms: Remember

Difficulty: 1 Easy Learning Objective: 05-04 Outline the psychological processes in consumer behavior.

Topic: A Theory of Persuasion: The Elaboration Likelihood Model

15. (p. 158)

Motives stem from the conscious goal of satisfying our needs and wants.

16. (p. 158)

Motivation refers to the underlying forces (or motives) that contribute to our actions. These motives stem from the conscious or unconscious goal of satisfying needs and wants.

AACSB: Analytic Blooms: Remember

Difficulty: 1 Easy Learning Objective: 05-05 Describe the fundamental motives behind consumer purchases.

Topic: The Consumer Motivation Process

Wants are the basic, human forces that motivate us to do something.

Needs are the basic, often instinctive, human forces that motivate us to do something. Wants are “needs” that we learn during our lifetime.

AACSB: Analytic Blooms: Remember

Difficulty: 1 Easy

5-28

Learning Objective: 05-05 Describe the fundamental motives behind consumer purchases.

Topic: The Consumer Motivation Process

17. (p. 160) Problem removal and problem avoidance are negatively originated motives.

TRUE

The most common energizers of consumer behavior are the negatively originated motives, such as problem removal or problem avoidance.

AACSB: Analytic Blooms: Remember

Difficulty: 1 Easy

Learning Objective: 05-05 Describe the fundamental motives behind consumer purchases.

Topic: The Consumer Motivation Process

18. (p. 160) Rossiter and Percy suggested that negatively originated motives could also be called “relief” motives because consumers work to find relief from the negative state.

TRUE

Rossiter and Percy pointed out that negatively originated motives could also be called “relief” motives because consumers work to find relief from the negative state.

AACSB: Analytic Blooms: Remember

Difficulty: 1 Easy

Learning Objective: 05-05 Describe the fundamental motives behind consumer purchases.

Topic: The Consumer Motivation Process

19. (p. 160) Negatively originated motives are also called transformational motives because the consumer expects to be transformed in a sensory, intellectual, or social sense.

FALSE

The three positively originated motives sensory gratification, intellectual stimulation, and social approval are also called transformational motives because the consumer expects to be transformed in a sensory, intellectual, or social sense.

AACSB: Analytic Blooms: Remember

Difficulty: 1 Easy

Learning Objective: 05-05 Describe the fundamental motives behind consumer purchases.

Topic: The Consumer Motivation Process

5-29

20. (p. 161) The interpersonal influences that affect consumer behavior can be best categorized as the family, the society, and the cultural environment of the consumer.

TRUE

Important interpersonal influences affect sometimes even dominate the personal processes of perception, learning and persuasion, and motivation. These influences can best be categorized as the family, the society, and the cultural environment of the consumer.

AACSB: Analytic Blooms: Remember

Difficulty: 1 Easy

Learning Objective: 05-06 Elaborate on the interpersonal influences on consumer behavior.

Topic: Family Influence

21. (p. 161)

From the advertiser’s point of view, social class always represents an important functional or operational set of values.

FALSE

From the advertiser’s point of view, social class seldom represents a functional or operational set of values.

AACSB: Analytic Blooms: Remember

Difficulty: 1 Easy

Learning Objective: 05-06 Elaborate on the interpersonal influences on consumer behavior.

Topic: Societal Influence

22. (p. 163)

Family, friends, and coworkers are examples of reference groups people we try to emulate or whose approval concerns us.

TRUE

Most of us care how we appear to people whose opinions we value. We may even pattern our behavior after members of some groups we affiliate with. This is the significance of reference groups people we try to emulate or whose approval concerns us. Reference groups can be personal (family, friends, coworkers) or impersonal (political parties, religious denominations, professional associations).

AACSB: Analytic Blooms: Remember

Difficulty: 1 Easy

Learning Objective: 05-06 Elaborate on the interpersonal influences on consumer behavior.

Topic: Societal Influence

5-30

23. (p. 164)

Fictional characters do not make effective opinion leaders.

FALSE

Opinion leaders don’t have to be real people. Even fictional ones will do.

AACSB: Analytic Blooms: Remember

Difficulty: 1 Easy

Learning Objective: 05-06 Elaborate on the interpersonal influences on consumer behavior.

Topic: Societal Influence

24. (p. 166) When buying a toaster, Amy evaluated various brands available in the store. The evoked set refers to these selection alternatives.

TRUE

Consumers evaluate selection alternatives (called the evoked set).

AACSB: Analytic Blooms: Understand

Difficulty: 2 Medium

Learning Objective: 05-07 Explain the nonpersonal influences on consumer behavior.

Topic: Environment

25. (p. 167) To combat cognitive dissonance, consumers are more likely to read ads for brands they have already purchased than for new products or competing brands.

TRUE

Research shows that, to combat cognitive dissonance, consumers are more likely to read ads for brands they’ve already purchased than for new products or competing brands.

AACSB: Analytic Blooms: Remember

Difficulty: 1 Easy

Learning Objective: 05-07 Explain the nonpersonal influences on consumer behavior.

Topic: Environment

Multiple Choice Questions

5-31

26. (p. 145) Which of the following is true with regard to marketing?

A. IMC is the only tool used in the promotional aspect of marketing.

B. The task of marketing is solely to create a need for products perceived as expensive.

C. Marketing creates exchanges that satisfy the perceived needs and wants of individuals.

D. Marketers should be wary of communicating too much information to customers.

E. A company is likely to prosper only if it can successfully manipulate customers into buying its products.

The ultimate purpose of marketing is to create exchanges that satisfy the perceived needs, wants, and objectives of individuals and organizations.

AACSB: Analytic Blooms: Remember

Difficulty: 1 Easy

Learning Objective: 05-01 Define marketing and explain the relationship between consumer needs and product utility.

Topic: The Relationship of Marketing to IMC

27. (p. 145)

_____ is a product's ability to satisfy both functional needs and symbolic wants.

A. Productivity

B. Availability

C. Validity

D. Utility

E. Reliability

Utility is a product’s ability to satisfy both functional needs and symbolic (or psychological) wants.

AACSB: Analytic Blooms: Remember

Difficulty: 1 Easy

Learning Objective: 05-01 Define marketing and explain the relationship between consumer needs and product utility.

Topic: Customer Needs and Product Utility

5-32

28. (p. 146)

Which of the following defines an exchange?

A. It is the mental and emotional processes of people who purchase and use goods and services to satisfy needs and wants.

B. It refers to exaggerated, subjective claims that cannot be proven true or false.

C. It refers to doing what society views as best for the welfare of people in general.

D. It is a process by which marketers search for unique groups of people whose needs can be addressed through specialized products.

E. It is a transaction in which one person or organization trades something of value with someone else.

Any transaction in which one person or organization trades something of value with someone else is an exchange.

AACSB: Analytic

Blooms: Understand

Difficulty: 2 Medium

Learning Objective: 05-01 Define marketing and explain the relationship between consumer needs and product utility.

Topic: Exchanges, Perception, and Satisfaction

29. (p. 149)

Warm Hearths, a home fashion magazine, is designed to appeal to people who want to know the latest trends in interior design. It features articles about various styles of furniture, fabrics, and artwork for American houses. On its Web site, viewers can see the product lines of different companies. In terms of markets, this magazine most likely targets the _____ market.

A. reseller

B. industrial

C. consumer

D. business

E. government

Consumer markets comprise people who buy goods and services for their own use.

AACSB: Reflective thinking

Blooms: Apply

Difficulty: 3 Hard

Learning Objective: 05-02 Identify the key participants in the marketing process.

Topic: Markets

5-33

30. (p. 150)

_____ markets are made up of organizations that buy services, natural resources, and component products that they resell, use to conduct their work, or use to manufacture another product.

A. Industrial

B. Reseller

C. Government

D. Consumer

E. Business

Business markets are made up of organizations that buy services, natural resources, and component products that they resell, use to conduct their business, or use to manufacture another product.

AACSB: Analytic

Blooms: Remember

Difficulty: 1 Easy

Learning Objective: 05-02 Identify the key participants in the marketing process.

Topic: Markets

Topic: The Importance of Knowing the Consumer

31. (p. 151)

_____ refer(s) to the mental and emotional processes and the physical activities of people who purchase and use goods and services to satisfy needs and wants.

A. Consumer behavior

B. Operant conditioning

C. Mental files

D. Classical conditioning

E. Centers of influence

Consumer behavior refers to the mental and emotional processes and the physical activities of people who purchase and use goods and services to satisfy needs and wants.

AACSB: Analytic Blooms: Remember

Difficulty: 1 Easy

Learning Objective: 05-03 Explain why consumer behavior is the key to IMC strategy.

Topic: The Importance of Knowing the Consumer

5-34

32. (p. 151152)

Which of the following is the first step of the consumer decision process?

A. Problem recognition

B. Evaluation and selection

C. Postpurchase behavior

D. Information search

E. Store choice and purchase

The consumer decision process involves a sequence of activities: problem recognition (which may occur as a result of seeing an ad), information search, evaluation and selection, store choice and purchase, and finally postpurchase behavior.

AACSB: Analytic Blooms: Remember

Difficulty: 1 Easy

Learning Objective: 05-03 Explain why consumer behavior is the key to IMC strategy.

Topic: The Consumer Decision Process: An Overview

33. (p. 152)

The three _____ of consumer behavior perception, learning and persuasion, and motivation govern the way people discern raw data (stimuli) and translate them into feelings, thoughts, beliefs, and actions.

A. personal processes

B. psychological screens

C. informational motives

D. transformational motives

E. evoked sets

Personal processes govern the way we discern raw sensory information (stimuli) and translate it into feelings, thoughts, beliefs, and actions. These personal processes are perception, learning and persuasion, and motivation.

AACSB: Analytic Blooms: Remember

Difficulty: 1 Easy

Learning Objective: 05-03 Explain why consumer behavior is the key to IMC strategy.

Topic: The Consumer Decision Process: An Overview

5-35

34. (p. 152)

Which of the following is an interpersonal influencing factor?

A. Natural hazards

B. Culture

C. Time

D. Environment

E. Place

Interpersonal influences include family, society, and culture.

AACSB: Analytic Blooms: Understand

Difficulty: 2 Medium

Learning Objective: 05-03 Explain why consumer behavior is the key to IMC strategy.

Topic: The Consumer Decision Process: An Overview

35. (p. 152)

Which of the following is a nonpersonal influencing factor?

A. Family

B. Culture

C. Society

D. Environment

E. Religion

Nonpersonal influences factors often outside the consumer’s control include time, place, and environment.

AACSB: Analytic Blooms: Understand

Difficulty: 2 Medium

Learning Objective: 05-03 Explain why consumer behavior is the key to IMC strategy.

Topic: The Consumer Decision Process: An Overview

5-36

36. (p. 152) Jane, an American housewife, bought a coffeemaker at a popular electronics store. After using it for some months, she was so pleased with the quality of the machine that she decided to buy another device from the same store. Which of the following steps in the consumer decision process has contributed to Jane’s decision?

A. Store choice and purchase

B. Evaluation and selection

C. Postpurchase evaluation

D. Problem recognition

E. Information search

If we do decide to buy, our postpurchase evaluation will affect whether or not we buy again.

AACSB: Reflective thinking

Blooms: Apply

Difficulty: 3 Hard

Learning Objective: 05-04 Outline the psychological processes in consumer behavior.

Topic: The Consumer Decision Process: An Overview

37. (p. 153) The term _____ refers to the information we receive through our five senses.

A. habit

B. persuasion

C. perception

D. motive

E. attitude

The term perception refers to the information we receive through our five senses.

AACSB: Analytic Blooms: Remember

Difficulty: 1 Easy Learning Objective: 05-04 Outline the psychological processes in consumer behavior.

Topic: The Consumer Perception Process

5-37

38. (p. 153)

Tony views fishing lures as tools that help him catch big fishes, whereas Hugh feels that the lures could cause him bodily harm. Their differing opinions are most likely due to differences in _____.

A. perception

B. motivation

C. brand loyalty

D. evoked sets

E. social class

It guides all our activities from the people we associate with to the products we buy. How a consumer perceives each of the different brands in a category determines which ones he or she uses.

AACSB: Reflective thinking

Blooms: Apply

Difficulty: 3 Hard

Learning Objective: 05-04 Outline the psychological processes in consumer behavior.

Topic: The Consumer Perception Process

39. (p. 153) Which of the following is true of stimulus?

A. It refers to subconscious filters that shield people from unwanted messages.

B. It is a way of calculating the success of a business.

C. It may originate within our bodies or from outside our bodies.

D. It governs the way we discern raw sensory information and translate it into action.

E. It must occur every time customers use a product.

AACSB: Analytic Blooms: Understand

Difficulty: 2 Medium

Learning Objective: 05-04 Outline the psychological processes in consumer behavior.

Topic: The Consumer Perception Process

40. (p. 153) While reading the newspaper, Luke came across a brightly-colored advertisement. However, he could not read the details because the print was too small. In this case, _____ screens prevented him from reading the advertisement.

A. physiological

B. rational

C. peripheral

D. psychological

E. informational

The physiological screens comprise the five senses: sight, hearing, touch, taste, and smell. They detect the incoming data and measure the dimension and intensity of the physical stimuli.

AACSB: Reflective thinking

Blooms: Apply

Difficulty: 3 Hard Learning Objective: 05-04 Outline the psychological processes in consumer behavior.

Topic: The Consumer Perception Process

41. (p. 154) Which of the following is used to evaluate data based on innate factors, such as the consumer’s personality and learned factors, such as self-concept, interests, and lifestyle?

A. Classical conditioning

B. Centers of influence

C. Equal-value exchange

D. Psychological screens

E. Self-actualizing needs

Psychological screens evaluate data based on innate factors, such as the consumer’s personality and instinctive human needs, and learned factors, such as self-concept, interests, attitudes, beliefs, past experiences, and lifestyle.

AACSB: Analytic Blooms: Remember

Difficulty: 1 Easy Learning Objective: 05-04 Outline the psychological processes in consumer behavior.

Topic: The Consumer Perception Process

5-39

42. (p. 154) _____ is a relatively permanent change in thought process or behavior.

A. Stimulus

B. Perception

C. Utility

D. Learning

E. Cognition

By definition, learning is a relatively permanent change in thought process or behavior.

AACSB: Analytic Blooms: Remember

Difficulty: 1 Easy

Learning Objective: 05-04 Outline the psychological processes in consumer behavior.

Topic: Learning and Persuasion: How Consumers Process Information

43. (p. 154)

Which of the following contributes to the development of interests, attitudes, beliefs, preferences, prejudices, emotions, and standards of conduct all of which affect, among other things, one’s eventual purchase decisions?

A. Stimulation

B. Perception

C. Simulation

D. Learning

E. Cognition

Learning contributes to the development of interests, attitudes, beliefs, preferences, prejudices, emotions, and standards of conduct all of which affect, among other things, one’s eventual purchase decisions.

AACSB: Analytic Blooms: Understand

Difficulty: 2 Medium

Learning Objective: 05-04 Outline the psychological processes in consumer behavior.

Topic: Learning and Persuasion: How Consumers Process Information

Topic: The Consumer Perception Process

44. (p. 154)

Which of the following is true of mental files?

A. Memory is not affected by a person’s biases.

B. Its is important that advertisers understand what is in the consumer’s mental files.

C. Memory is an unlimited resource.

D. Advertisers cannot modify consumers’ mental files.

E. Information in mental files is stored randomly.

Screens are a major challenge to advertisers so it’s important to understand what’s in the consumer’s mental files and, if possible, modify them in favor of the advertiser’s product.

AACSB: Analytic Blooms: Remember

Difficulty: 1 Easy Learning Objective: 05-04 Outline the psychological processes in consumer behavior.

Topic: Learning and Persuasion: How Consumers Process Information

45. (p. 154155)

_____ is the theory of learning associated with the Russian psychologist Pavlov.

A. Social cognitive theory

B. Operant conditioning

C. Classical conditioning

D. Elaboration Likelihood Model

E. Hierarchy of needs

Classical conditioning is the theory of learning associated with the Russian psychologist Pavlov.

AACSB: Analytic Blooms: Remember

Difficulty: 1 Easy

Learning Objective: 05-04 Outline the psychological processes in consumer behavior.

Topic: Learning and Persuasion: How Consumers Process Information

Topic: The Consumer Perception Process

5-41

46. (p. 155) _____, a theory of learned association, involves an organism receiving reinforcement for a behavior.

A. Classical conditioning

B. Elaboration Likelihood Model

C. Hierarchy of needs

D. Social cognitive theory

E. Operant conditioning

Operant conditioning involves an organism receiving reinforcement for a behavior.

AACSB: Analytic Blooms: Remember

Difficulty: 1 Easy Learning Objective: 05-04 Outline the psychological processes in consumer behavior.

Topic: Learning and Persuasion: How Consumers Process Information

47. (p. 155)

Which of the following statements about the social cognitive learning theory is true?

A. It is also known as the stimulus-response theory.

B. It suggests that when individuals experience bad outcomes, they are more inclined to adopt the behaviors that led to them.

C. It suggests that consumers pay attention to the rewards and costs experienced by others in response to the things they do.

D. It involves an organism receiving reinforcement for a behavior.

E. It was developed by the American psychologist B. F. Skinner.

Albert Bandura’s social cognitive theory suggests that consumers pay attention to the rewards and costs experienced by others in response to the things they do.

AACSB: Analytic Blooms: Remember

Difficulty: 1 Easy Learning Objective: 05-04 Outline the psychological processes in consumer behavior.

Topic: Learning and Persuasion: How Consumers Process Information

5-42

48. (p. 155) Which of the following theories of learned association suggests that when individuals in the environment experience good outcomes, people are motivated to try the behavior that led to them?

A. Social cognitive theory

B. Operant conditioning

C. Classical conditioning

D. Elaboration Likelihood Model

E. Theory of cognitive dissonance

Albert Bandura’s social cognitive theory provides a richer, cognitive perspective on how people learn. When individuals in our environment (called models by Bandura) experience good outcomes, we are motivated to try the behavior that led to them.

AACSB: Analytic

Blooms: Understand

Difficulty: 2 Medium

Learning Objective: 05-04 Outline the psychological processes in consumer behavior.

Topic: Learning and Persuasion: How Consumers Process Information

49. (p. 155)

_____ occur(s) when the change in belief, attitude, or behavioral intention is caused by promotion communication.

A. Wants

B. Needs

C. Perception

D. Utility

E. Persuasion

Persuasion occurs when the change in belief, attitude, or behavioral intention is caused by promotion communication (such as advertising or personal selling).

AACSB: Analytic Blooms: Remember

Difficulty: 1 Easy

Learning Objective: 05-04 Outline the psychological processes in consumer behavior.

Topic: Learning and Persuasion: How Consumers Process Information

50. (p. 155)

In _____, consumers have a higher level of involvement with the product or the message, so they are motivated to pay attention to the central, product-related information.

A. a center of influence

B. thecentral route to persuasion

C. an exchange

D. postpurchase evaluation

E. distributive bargaining

In the central route to persuasion, consumers have a higher level of involvement with the product or the message, so they are motivated to pay attention to the central, product-related information, such as product attributes and benefits or demonstrations of positive functional or psychological consequences.

AACSB: Analytic

Blooms: Remember

Difficulty: 1 Easy

Learning Objective: 05-04 Outline the psychological processes in consumer behavior.

Topic: A Theory of Persuasion: The Elaboration Likelihood Model

51. (p. 156)

Which of the following is true of consumers in the context of the peripheral route to persuasion?

A. Consumers are highly motivated to pay attention to the central, product-related information.

B. Consumers tend to form strong product beliefs, positive brand attitudes, and purchase intention.

C. Consumers tend to learn cognitively and comprehend information at a deeper level.

D. Consumers have little or no reason to comprehend the central information of an ad.

E. Consumers have a higher level of involvement with the product or the message.

In the peripheral route to persuasion, consumers have little or no reason to pay attention to it or to comprehend the central information of the ad.

AACSB: Analytic Blooms: Understand

Difficulty: 2 Medium Learning Objective: 05-04 Outline the psychological processes in consumer behavior.

Topic: A Theory of Persuasion: The Elaboration Likelihood Model

True / False Questions

Multiple Choice Questions

This article is from:

The title of your publicatioContemporary advertising and integrated marketing communications 14th ed