M ADVERTISING 3RD EDITION SCHAEFER TEST BANK
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1. The source for the Nissan Maxima ad in Fortune magazine is the copywriter and the art director who created the ad.
FALSE
AACSB: Communication
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 2 Medium
Learning Objective: 05-01 Explain how advertising differs from the basic communication process.
Topic: Basic Elements of the Communication Process
Chapter 05 Test Bank
Feedback: Source: Nissan is the source of the ad. The source of the marketing message is the organization, or sponsor, that has information it wants to share.
2. When Jana uses a $10-off coupon to purchase an exercise mat, she is providing feedback. TRUE
AACSB: Reflective Thinking
Accessibility: Keyboard Navigation
Blooms: Apply
Difficulty: 2 Medium
Learning Objective: 05-01 Explain how advertising differs from the basic communication process.
Topic: Basic Elements of the Communication Process
Feedback: In advertising, feedback can take many forms: redeemed coupons, phone inquiries, visits to a store, requests for more information, increased sales, responses to a survey, e-mail inquiries, or clicks on a banner ad.
3. The three nonpersonal influences that have direct impact on a consumer’s final purchase decision are time, place, and target market.
FALSE
AACSB: Analytic
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 1 Easy
Learning Objective: 05-01 Explain how advertising differs from the basic communication process.
Topic: Influences on Consumer Behavior
Feedback: The three nonpersonal influences that have direct impact on a consumer’s final purchase decision are time, place, and environment.
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.
5-1
Copyright © 2018 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.
FALSE
AACSB: Analytic
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 1 Easy
Learning Objective: 05-02 Outline the consumer perception process and explain why advertising people say “perception is everything.”
Topic: Influences on Consumer Behavior
Feedback: There are three personal processes perception, learning and persuasion, and the motivation processes.
5. The interpersonal influences affecting the mental processes and the behavior of the consumers are time, place, and environment.
FALSE
AACSB: Analytic
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 2 Medium
Learning Objective: 05-05 Discuss the various influences on consumer behavior.
Topic: Influences on Consumer Behavior
Feedback: Our mental processes and behavior are affected by two sets of influences. Interpersonal influences include our family, society, and culture. Nonpersonal influences factors often outside the consumer’s control include time, place, and environment.
6. When Diego sees the red price tag on a snowboard at REI, he is responding to a stimulus. TRUE
AACSB: Analytic
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 2 Medium
Learning Objective: 05-02 Outline the consumer perception process and explain why advertising people say “perception is everything.”
Topic: How Consumers Process Marketing Communications
Feedback: A stimulus is any physical information we can perceive through our senses. When Diego sees the red price tag, its color a visual stimulus alerts him that it might list a special price.
7. 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.
TRUE
AACSB: Reflective Thinking
Accessibility: Keyboard Navigation
Blooms: Apply
Difficulty: 2 Medium
Learning Objective: 05-02 Outline the consumer perception process and explain why advertising people say “perception is everything.”
Topic: How Consumers Process Marketing Communications
Feedback: Physiological screens are the perceptual screens that use the five senses sight, hearing, touch, taste, and smell to detect incoming data and measure the dimension and intensity of the physical stimulus.
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.
FALSE
AACSB: Analytic
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 2 Medium
Learning Objective: 05-02 Outline the consumer perception process and explain why advertising people say “perception is everything.”
Topic: The Consumer Decision-Making Process
Feedback: Perceptual screens are the subconscious filters that messages must pass through. Before any data can be perceived, they must first penetrate a set of perceptual screens, the subconscious filters that shield us from unwanted messages. There are two types of screens, physiological and psychological. Self-concept refers to the images we carry in our minds of the type of person we are and who we desire to be.
9. 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.
TRUE
AACSB: Analytic
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 2 Medium
Learning Objective: 05-02 Outline the consumer perception process and explain why advertising people say “perception is everything.”
Topic: Approaches to Studying the Consumer Learning Process
5-2
Copyright © 2018 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.
Feedback: Information in long-term memory is not stored randomly, but rather in mental files. To cope with the complexity of stimuli such as advertising, we rank products and other data in our files by importance, price, quality, features, or a host of other descriptors. Memory is a limited resource, and one susceptible to some well-known biases.
10. The cognitive theory of learning is also called the stimulus-response theory. FALSE
AACSB: Analytic
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 1 Easy
Learning Objective: 05-03 Explain how product involvement influences the decision-making process and the advertising approach.
Topic: The Consumer Decision-Making Process
Feedback: The conditioning theory of learning is also called the stimulus-response theory.
11. Conditioning theory of learning applies to the simple, basic, and low involvement purchases that consumers make every day. TRUE
AACSB: Analytic
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 2 Medium
Learning Objective: 05-03 Explain how product involvement influences the decision-making process and the advertising approach.
Topic: The Consumer Decision-Making Process
Feedback: Conditioning theory is more applicable to the simple, basic, low involvement purchases consumers make every day, such as soap, cereal, toothpaste, paper towels.
12. A consumer engaged in peripheral route processing is more likely to make an impulse buy than a consumer engaged in central route processing.
AACSB: Analytic
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 3 Hard
Learning Objective: 05-03 Explain how product involvement influences the decision-making process and the advertising approach.
Topic: The Consumer Decision-Making Process
Feedback: When consumers have low involvement with a product or message, they are processing ads peripherally and are not thinking deeply about the product’s attributes. They are more likely to make impulsive buying decisions. Central route processing is less likely to trigger impulse purchases because consumers are focused on product information.
13. Habit is the natural extension of learning.
AACSB: Analytic
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 1 Easy
Learning Objective: 05-03 Explain how product involvement influences the decision-making process and the advertising approach.
Topic: The Consumer Decision-Making Process
Feedback: Habit the acquired behavior pattern that becomes nearly or completely involuntary is the natural extension of learning. We really are creatures of habit.
14. Brand loyalty occurs when a consumer perceives that a brand has the right features and quality at the right price.
TRUE
AACSB: Analytic
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 2 Medium
Learning Objective: 05-03 Explain how product involvement influences the decision-making process and the advertising approach.
Topic: The Consumer Decision-Making Process
Feedback: Brand loyalty is the consumer’s conscious or unconscious decision, expressed through intention or behavior, to repurchase a brand continually. It occurs because the consumer perceives that the brand offers the right product features, image, quality, or relationship at the right price.
15. When discussing needs and wants in an advertising context, Rae needs a Kombucha Wonder Drink because she wants to quench her thirst.
FALSE
AACSB: Reflective Thinking
Accessibility: Keyboard Navigation
5-3
Copyright © 2018 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.
Blooms: Apply
Difficulty: 2 Medium
Learning Objective: 05-04 Describe the fundamental motives behind consumer purchases.
Topic: The Consumer Decision-Making Process
Feedback: Needs are the basic, often instinctive, human forces that motivate us to do something, such as thirst. Wants are “needs” that we learn during our lifetime, such as wanting a Kombucha instead of a Pepsi.
16. The most common energizers of consumer behavior are the negatively originated motives.
TRUE
AACSB: Analytic
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 1 Easy
Learning Objective: 05-05 Discuss the various influences on consumer behavior.
Topic: Influences on Consumer Behavior
Feedback: The most common energizers of consumer behavior are the negatively originated motives, such as problem removal or problem avoidance.
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.
TRUE
AACSB: Reflective Thinking
Accessibility: Keyboard Navigation
Blooms: Apply
Difficulty: 3 Hard
Learning Objective: 05-04 Describe the fundamental motives behind consumer purchases.
Topic: The Consumer Decision-Making Process
Feedback: The most common energizers of consumer behavior are the negatively originated motives, such as problem removal or problem avoidance. Whenever we run out of something, for instance, we experience a negative mental state. To relieve those feelings, we actively seek a new or replacement product. Thus, we are temporarily motivated until the time we make the purchase. Then, if the purchase is satisfactory, the drive or motivation is reduced.
18. Informational motives are the negatively originated motives, such as problem removal or problem avoidance.
TRUE
AACSB: Analytic
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 1 Easy
Learning Objective: 05-04 Describe the fundamental motives behind consumer purchases.
Topic: The Consumer Decision-Making Process
Feedback: Informational motives: The negatively originated motives, such as problem removal or problem avoidance, which are the most common energizers of consumer behavior.
19. Personal reference groups are people outside the family we wish to emulate.
FALSE
AACSB: Analytic
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 1 Easy
Learning Objective: 05-05 Discuss the various influences on consumer behavior.
Topic: Influences on Consumer Behavior
Feedback: Reference groups are 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). Family members can be part of our reference group.
20. Choosing a credible spokesperson requires understanding the tastes and interests of the company’s target market.
TRUE
AACSB: Analytic
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 2 Medium
Learning Objective: 05-05 Discuss the various influences on consumer behavior.
Topic: Influences on Consumer Behavior
Feedback: When choosing an opinion leader as a spokesperson for a company or product, advertisers must understand the company’s target market
5-4
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thoroughly. Even if executives in the company do not relate to the spokesperson, they must follow market tastes and interests. A spokesperson out of sync with the market undermines his or her credibility and the company’s.
21. Subcultures, which are segments within a culture, tend to transfer their beliefs and values from generation to generation.
TRUE
AACSB: Analytic
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 1 Easy
Learning Objective: 05-05 Discuss the various influences on consumer behavior.
Topic: Influences on Consumer Behavior
Feedback: A subculture is a segment within a culture that shares a set of meanings, values, or activities that differ in certain respects from those of the overall culture. Subcultures tend to transfer their beliefs and values from generation to generation.
22. 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.
TRUE
AACSB: Reflective Thinking
Accessibility: Keyboard Navigation
Blooms: Apply
Difficulty: 2 Medium
Learning Objective: 05-05 Discuss the various influences on consumer behavior.
Topic: The Consumer Decision-Making Process
Feedback: An evoked set is the particular group of alternative goods or services a consumer considers when making a buying decision.
23. The same cognitive dissonance process occurs with low-involvement purchases and high-involvement purchases.
FALSE
AACSB: Analytic
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 2 Medium
Learning Objective: 05-05 Discuss the various influences on consumer behavior.
Topic: The Consumer Decision-Making Process
Feedback: The theory of cognitive dissonance holds that people strive to justify their behavior by reducing the dissonance, or inconsistency, between their cognitions (their perceptions or beliefs) and reality. The process is significantly simpler for low-involvement products.
24. The FCB grid is used to determine how personal and nonpersonal factors influence consumer behavior.
FALSE
AACSB: Analytic
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 2 Medium
Learning Objective: 05-05 Discuss the various influences on consumer behavior.
Topic: The Consumer Decision-Making Process
Feedback: The FCB grid classifies different types of products by creating four different quadrants on based involvement and how the consumer thinks and feels. The grid is used to decide what type of advertising would be most effective.
25. The Kim-Lord grid portrays the degree and the kind of involvement a consumer brings to the purchase decision.
TRUE
AACSB: Analytic
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 2 Medium
Learning Objective: 05-05 Discuss the various influences on consumer behavior.
Topic: Influences on Consumer Behavior
Feedback: The Kim-Lord grid is a variation of the FCB grid, which allows for the fact that the level of consumer involvement in a product does not have to be high “think” and low “feel” (or vice versa) but can be high (or low) in both categories.
26. 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
5-5
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E. source
AACSB: Communication
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 2 Medium
Learning Objective: 05-01 Explain how advertising differs from the basic communication process.
Topic: Basic Elements of the Communication Process
Feedback: Applying the human communication process model to advertising, we could say that the source is the sponsor, the message is the ad, the channel is the medium, the receiver is the consumer or prospect, and the noise is the din of competing ads and other messages.
27. 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.
AACSB: Reflective Thinking
Accessibility: Keyboard Navigation
Blooms: Apply
Difficulty: 2 Medium
Learning Objective: 05-01 Explain how advertising differs from the basic communication process.
Topic: Basic Elements of the Communication Process
Feedback: The receiver is usually the consumer who receives the advertiser’s message. The advertiser must always be concerned about how the consumer will decode, or interpret, a message.
28. 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.
AACSB: Reflective Thinking
Accessibility: Keyboard Navigation
Blooms: Apply
Difficulty: 2 Medium
Learning Objective: 05-01 Explain how advertising differs from the basic communication process.
Topic: Basic Elements of the Communication Process
Feedback: Feedback verifies the message was received. A person who responds to an online Starbucks survey is most likely providing feedback.
29. 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
AACSB: Reflective Thinking
Accessibility: Keyboard Navigation
Blooms: Apply
Difficulty: 2 Medium
Learning Objective: 05-01 Explain how advertising differs from the basic communication process.
Topic: Basic Elements of the Communication Process
Feedback: Nonpersonal channels of communication are those that rule out interpersonal contact between the sender and the receiver. Mass communications, such as television, newspapers, magazines, radio, and billboards, are sent to many individuals at one time, so they are nonpersonal communication channels.
30. 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.
5-6
Copyright © 2018 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.
A. noise
B. feedback
C. reinforcement
D. a source maze
E. a reception blocker
AACSB: Reflective Thinking
Accessibility: Keyboard Navigation
Blooms: Apply
Difficulty: 2 Medium
Learning Objective: 05-01 Explain how advertising differs from the basic communication process.
Topic: Basic Elements of the Communication Process
Feedback: Noise is the sender’s advertising message competing daily with hundreds of other commercial and noncommercial messages. The article was noise because it prevented Alan from seeing the ad.
31. 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
AACSB: Analytic
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 1 Easy
Learning Objective: 05-01 Explain how advertising differs from the basic communication process.
Topic: The Role of Consumer Behavior
Feedback: Consumer behavior refers to the mental and emotional processes and the physical activities of people who purchase and use goods and services to satisfy particular needs and wants.
32. 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
AACSB: Analytic
Accessibility: Keyboard Navigation
Blooms: Apply
Difficulty: 2 Medium
Learning Objective: 05-01 Explain how advertising differs from the basic communication process.
Topic: The Consumer Decision-Making Process
Feedback: The first step in the consumer decision process is problem recognition, which is followed by information search, evaluation and selection, store choice and purchase, and post-purchase behavior.
33. 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
AACSB: Reflective Thinking
Accessibility: Keyboard Navigation
Blooms: Apply
Difficulty: 2 Medium
Learning Objective: 05-01 Explain how advertising differs from the basic communication process.
Topic: Influences on Consumer Behavior
Feedback: Interpersonal influences include our family, society, and culture.
34. governs the way we discern raw data (stimuli) and translate them into feelings, thoughts, beliefs, and actions.
5-7
Copyright © 2018 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.
A. Personal processes
B. Interpersonal influences
C. Nonpersonal influences
D. Evaluative criteria
E. Evoked sets
AACSB: Analytic
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 1 Easy
Learning Objective: 05-01 Explain how advertising differs from the basic communication process.
Topic: The Consumer Decision-Making Process
Feedback: The three personal processes govern the way we discern raw data (stimuli) and translate them into feelings, thoughts, beliefs, and actions. The personal processes are perception, learning and persuasion, and motivation.
35. is the personalized way we sense, interpret, and comprehend various stimuli.
A. Habit
B. Learning
C. Perception
D. Motivation
E. Attitude
AACSB: Analytic
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 1 Easy
Learning Objective: 05-02 Outline the consumer perception process and explain why advertising people say “perception is everything.”
Topic: How Consumers Process Marketing Communications
Feedback: We use the term perception to refer to the personalized way we sense, interpret, and comprehend various stimuli.
36. 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.
AACSB: Reflective Thinking
Accessibility: Keyboard Navigation
Blooms: Apply
Difficulty: 2 Medium
Learning Objective: 05-02 Outline the consumer perception process and explain why advertising people say “perception is everything.”
Topic: How Consumers Process Marketing Communications
Feedback: Perception is our personalized way of sensing and comprehending stimuli, which we perceive through our senses, such as taste.
37. A(n) is physical information we receive through our senses.
A. motivator
B. selective perception
C. attitude
D. stimulus
E. habit
AACSB: Analytic
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 1 Easy
Learning Objective: 05-02 Outline the consumer perception process and explain why advertising people say “perception is everything.”
Topic: How Consumers Process Marketing Communications
Feedback: A stimulus is physical information we receive through our senses.
38. 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.
5-8
Copyright © 2018 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.
A. physiological
B. rational
C. functional
D. psychological
E. self-actualizing
AACSB: Reflective Thinking
Accessibility: Keyboard Navigation
Blooms: Apply
Difficulty: 2 Medium
Learning Objective: 05-02 Outline the consumer perception process and explain why advertising people say “perception is everything.”
Topic: How Consumers Process Marketing Communications
Feedback: The physiological screens comprise the five senses: sight, hearing, touch, taste, and smell. They detect incoming data and measure the dimension and intensity of the physical stimuli.
39. 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
AACSB: Reflective Thinking
Accessibility: Keyboard Navigation
Blooms: Apply
Difficulty: 1 Easy
Learning Objective: 05-02 Outline the consumer perception process and explain why advertising people say “perception is everything.”
Topic: How Consumers Process Marketing Communications
Feedback: Each consumer uses psychological screens to evaluate, filter, and personalize information according to subjective emotional standards. These 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. Physiological screens rely on the senses.
40. If you receive an invitation to your 25th 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
AACSB: Reflective Thinking
Accessibility: Keyboard Navigation
Blooms: Apply
Difficulty: 2 Medium
Learning Objective: 05-02 Outline the consumer perception process and explain why advertising people say “perception is everything.”
Topic: The Consumer Decision-Making Process
Feedback: Self-concept is our image of ourselves and who we want to be.
41. 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
AACSB: Reflective Thinking
Accessibility: Keyboard Navigation
Blooms: Apply
Difficulty: 3 Hard
5-9
Copyright © 2018 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.
Learning Objective: 05-02 Outline the consumer perception process and explain why advertising people say “perception is everything.”
Topic: The Role of Consumer Behavior
Feedback: Before any data can be perceived, they must first penetrate a set of perceptual screens, the subconscious filters that shield us from unwanted messages. Carl screened out information to protect himself from unwanted messages. The perceptual screens prevented him from noticing the new messages in the environment.
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.
AACSB: Reflective Thinking
Accessibility: Keyboard Navigation
Blooms: Apply
Difficulty: 3 Hard
Learning Objective: 05-02 Outline the consumer perception process and explain why advertising people say “perception is everything.”
Topic: The Consumer Decision-Making Process
Feedback: When a stimulus is perceived, we try to make sense of it by relating it to the things we already know. That is the role of cognition, the point of awareness and comprehension of a stimulus. Cognition determines an individual’s reality base.
43. 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.
AACSB: Analytic
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 1 Easy
Learning Objective: 05-02 Outline the consumer perception process and explain why advertising people say “perception is everything.”
Topic: How Consumers Process Marketing Communications
Feedback: The mind is like a memory bank, and the stored memories in our minds are called the mental files (or perceptual files).
44. 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 screenbuilding process has created different for the two individuals.
A. blocking functions
B. stimulus/response stereotypes
C. habitual perceptions
D. attitudinal awareness
E. mental files
AACSB: Reflective Thinking
Accessibility: Keyboard Navigation
Blooms: Apply
Difficulty: 2 Medium
Learning Objective: 05-02 Outline the consumer perception process and explain why advertising people say “perception is everything.”
Topic: How Consumers Process Marketing Communications
Feedback: The stored memories in our minds are called mental files. In this case, the screen-building process has created different mental files for the two individuals.
45. 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
AACSB: Analytic
5-10
Copyright © 2018 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 1 Easy
Learning Objective: 05-03 Explain how product involvement influences the decision-making process and the advertising approach.
Topic: The Consumer Decision-Making Process
Feedback: By definition, learning is a relatively permanent change in thought process or behavior that occurs as a result of experience.
46. 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
AACSB: Analytic
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 1 Easy
Learning Objective: 05-03 Explain how product involvement influences the decision-making process and the advertising approach.
Topic: The Consumer Decision-Making Process
Feedback: There are numerous theories of learning, but advertisers classify most into two broad categories cognitive theory and conditioning theory depending on the level of consumer involvement (high or low) required to make a purchase.
47. 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
AACSB: Reflective Thinking
Accessibility: Keyboard Navigation
Blooms: Apply
Difficulty: 3 Hard
Learning Objective: 05-03 Explain how product involvement influences the decision-making process and the advertising approach.
Topic: Approaches to Studying the Consumer Learning Process
Feedback: Cognitive theory views learning as a mental process of memory, thinking, and the rational application of knowledge to practical problems. This theory may be an accurate description of how we learn from the experience of others. In this case, cognitive theory best describes how Destini decides which investments to make.
48. 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
AACSB: Analytic
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 2 Medium
Learning Objective: 05-03 Explain how product involvement influences the decision-making process and the advertising approach.
Topic: The Consumer Decision-Making Process
Feedback: Persuasion occurs when the change in belief, attitude, or behavioral intention is caused by a message (such as advertising or personal selling).
49. 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
5-11
Copyright © 2018 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.
AACSB: Reflective Thinking
Accessibility: Keyboard Navigation
Blooms: Apply
Difficulty: 3 Hard
Learning Objective: 05-03 Explain how product involvement influences the decision-making process and the advertising approach.
Topic: The Consumer Decision-Making Process
Feedback: In the central route to persuasion, consumers have a higher level of involvement with the product or message.
50. 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
AACSB: Reflective Thinking
Accessibility: Keyboard Navigation
Blooms: Apply
Difficulty: 3 Hard
Learning Objective: 05-03 Explain how product involvement influences the decision-making process and the advertising approach.
Topic: The Consumer Decision-Making Process
Feedback: In the peripheral route to persuasion, consumers are more likely to be dealing with products with which they have low involvement, such as a can of soda.
51. 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
AACSB: Analytic
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 2 Medium
Learning Objective: 05-03 Explain how product involvement influences the decision-making process and the advertising approach.
Topic: The Consumer Decision-Making Process
Feedback: Because very few people are actually in the market at any given time, most mass media advertising receives peripheral processing. In the peripheral route to persuasion, consumers are more likely to be dealing with products with which they have low involvement.
52. 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
AACSB: Reflective Thinking
Accessibility: Keyboard Navigation
Blooms: Apply
Difficulty: 3 Hard
Learning Objective: 05-03 Explain how product involvement influences the decision-making process and the advertising approach.
Topic: The Consumer Decision-Making Process
Feedback: Brand interest is an individual’s openness or curiosity about a brand. Sophie is exhibiting curiosity about Snickers.
53. The acquired mental position we hold regarding some idea or object is called a(n)
A. cognition.
B. perception.
C. attitude.
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Copyright © 2018 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.
D. motivation.
E. stimulation.
AACSB: Analytic
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 1 Easy
Learning Objective: 05-03 Explain how product involvement influences the decision-making process and the advertising approach.
Topic: The Consumer Decision-Making Process
Feedback: Attitude is the acquired mental position positive or negative regarding some idea or object.
54. is the acquired behavior pattern that becomes nearly or completely involuntary.
A. Attitude
B. Incentive
C. Impetus
D. Habit
E. Motive
AACSB: Analytic
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 1 Easy
Learning Objective: 05-03 Explain how product involvement influences the decision-making process and the advertising approach.
Topic: The Consumer Decision-Making Process
Feedback: Habit the acquired behavior pattern that becomes nearly or completely involuntary is the natural extension of learning. We really are creatures of habit.
55. 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.
AACSB: Reflective Thinking
Accessibility: Keyboard Navigation
Blooms: Apply
Difficulty: 3 Hard
Learning Objective: 05-03 Explain how product involvement influences the decision-making process and the advertising approach.
Topic: The Consumer Decision-Making Process
Feedback: Acquiring habits involves teaching consumers to repurchase their brand. In an attempt to teach consumers to stay on a contract for their cellular service, Verizon offers incentives such as discounts on phones for members that are tied to a contract in order to commit them to continuing to purchase its cellular service later on. A convenience store promotion is habit reinforcement. The coupon and the free samples of the new product are habit breaking as are the sale items offered at the grand opening.
56. 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.
AACSB: Reflective Thinking
Accessibility: Keyboard Navigation
Blooms: Apply
Difficulty: 3 Hard
Learning Objective: 05-03 Explain how product involvement influences the decision-making process and the advertising approach.
Topic: The Consumer Decision-Making Process
Feedback: Reinforcing habits involves reminding current customers of the value of their original purchase and encourage them to continue purchasing. Many magazines, for example, offer special renewal rates to their regular subscribers. Hotels offer loyalty programs and airlines award frequent-flier miles for the same reason. The convenience store promotion is trying to get present customers to be habitual customers.
57. refers to the underlying forces that contribute to an individual’s purchasing actions.
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A. Conditioned learning
B. Perception
C. Inducement
D. Motivation
E. Corroboration
AACSB: Analytic
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 1 Easy
Learning Objective: 05-04 Describe the fundamental motives behind consumer purchases.
Topic: The Consumer Decision-Making Process
Feedback: Motivation refers to the underlying forces (or motives) that foster actions. These motives stem from the conscious or unconscious goal of satisfying our needs and wants.
58. refer to the basic, often instinctive, human forces that motivate us to do something.
A. Needs
B. Wants
C. Ideals
D. Habits
E. Attitudes
AACSB: Analytic
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 1 Easy
Learning Objective: 05-04 Describe the fundamental motives behind consumer purchases.
Topic: The Consumer Decision-Making Process
Feedback: Needs are the basic, often instinctive, human forces that motivate us to do something.
59. are needs that we learn during our lifetime.
A. Values
B. Wants
C. Ethics
D. Desires
E. Ideals
AACSB: Analytic
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 1 Easy
Learning Objective: 05-04 Describe the fundamental motives behind consumer purchases.
Topic: The Consumer Decision-Making Process
Feedback: Wants are “needs” that we learn during our lifetime.
60. 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.
AACSB: Analytic
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 1 Easy
Learning Objective: 05-04 Describe the fundamental motives behind consumer purchases.
Topic: The Consumer Decision-Making Process
Feedback: To better understand what motivates people, Abraham Maslow developed the classic model called the hierarchy of needs. It helps classify how people are motivated.
61. 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
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B. self-actualization
C. love
D. physiological
E. social
AACSB: Reflective Thinking
Accessibility: Keyboard Navigation
Blooms: Apply
Difficulty: 2 Medium
Learning Objective: 05-04 Describe the fundamental motives behind consumer purchases.
Topic: Approaches to Studying the Consumer Learning Process
Feedback: The highest need in Maslow’s hierarchy, self-actualization is the culmination of fulfilling all the lower needs and realizing one’s true potential. The graduate school ad asks potential students to do just that: realize their full potential.
62. 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
AACSB: Reflective Thinking
Accessibility: Keyboard Navigation
Blooms: Apply
Difficulty: 2 Medium
Learning Objective: 05-04 Describe the fundamental motives behind consumer purchases.
Topic: The Consumer Decision-Making Process
Feedback: The most common energizers of consumer behavior are the negatively originated motives, such as problem removal or problem avoidance. Whenever we run out of something, for instance, we experience a negative mental state. To relieve those feelings, we actively seek a new or replacement product. The reasons created a negative mental state.
63. 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
AACSB: Reflective Thinking
Accessibility: Keyboard Navigation
Blooms: Apply
Difficulty: 3 Hard
Learning Objective: 05-04 Describe the fundamental motives behind consumer purchases.
Topic: The Consumer Decision-Making Process
Feedback: The vacation can be viewed as a reward and is, therefore, a positively originated motive. The car repair removes a problem and is, therefore, a negatively originated motive.
64. 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
AACSB: Reflective Thinking
Accessibility: Keyboard Navigation
Blooms: Apply
Difficulty: 2 Medium
Learning Objective: 05-04 Describe the fundamental motives behind consumer purchases.
Topic: The Consumer Decision-Making Process
5-15
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Feedback: 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. They could also be called “reward” motives because the transformation is a rewarding state.
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
AACSB: Analytic
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 1 Easy
Learning Objective: 05-05 Discuss the various influences on consumer behavior.
Topic: Influences on Consumer Behavior
Feedback: Reference groups are people we try to emulate or whose approval concerns us.
66. 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.
AACSB: Reflective Thinking
Accessibility: Keyboard Navigation
Blooms: Apply
Difficulty: 2 Medium
Learning Objective: 05-05 Discuss the various influences on consumer behavior.
Topic: Influences on Consumer Behavior
Feedback: Reference groups are people we try to emulate or whose approval concerns us. Tina desires her new classmates’ approval.
67. 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.
AACSB: Reflective Thinking
Accessibility: Keyboard Navigation
Blooms: Apply
Difficulty: 3 Hard
Learning Objective: 05-05 Discuss the various influences on consumer behavior.
Topic: Influences on Consumer Behavior
Feedback: An opinion leader is some person or organization whose beliefs or attitudes are respected by people who share an interest in some specific activity. All fields (sports, religion, fashion, politics) have opinion leaders. An opinion leader may be some expert we find credible. The editors of the magazine are acting in the role of knowledgeable friends.
68. 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
AACSB: Analytic
Accessibility: Keyboard Navigation
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Blooms: Understand
Difficulty: 1 Easy
Learning Objective: 05-05 Discuss the various influences on consumer behavior.
Topic: Influences on Consumer Behavior
Feedback: Culture 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.
69. 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
AACSB: Reflective Thinking
Accessibility: Keyboard Navigation
Blooms: Apply
Difficulty: 2 Medium
Learning Objective: 05-05 Discuss the various influences on consumer behavior.
Topic: Influences on Consumer Behavior
Feedback: Culture 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. Culture includes the ways things are done such as treating an illness. Hence, developing a method of explaining prescriptions to recent immigrants is a response to cultural differences.
70. 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.
AACSB: Reflective Thinking
Accessibility: Keyboard Navigation
Blooms: Apply
Difficulty: 2 Medium
Learning Objective: 05-05 Discuss the various influences on consumer behavior.
Topic: Influences on Consumer Behavior
Feedback: A subculture is a segment within a culture that shares a set of meanings, values, or activities that differ from those of the overall culture.
71. 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.
AACSB: Analytic
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 2 Medium
Learning Objective: 05-05 Discuss the various influences on consumer behavior.
Topic: Influences on Consumer Behavior
Feedback: An evoked set is the particular group of alternative goods or services a consumer considers when making a buying decision.
72. 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.
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E. alternative list.
AACSB: Reflective Thinking
Accessibility: Keyboard Navigation
Blooms: Apply
Difficulty: 2 Medium
Learning Objective: 05-05 Discuss the various influences on consumer behavior.
Topic: Influences on Consumer Behavior
Feedback: An evoked set is the alternatives that consumers evaluate before making decisions. In this case, Caylin considers only these three options, so they are an evoked set for her.
73. 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.
AACSB: Analytic
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 2 Medium
Learning Objective: 05-05 Discuss the various influences on consumer behavior.
Topic: Influences on Consumer Behavior
Feedback: Evaluative criteria are standards that consumers use to judge the features and benefits of their evoked sets.
74. 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.
AACSB: Reflective Thinking
Accessibility: Keyboard Navigation
Blooms: Apply
Difficulty: 2 Medium
Learning Objective: 05-05 Discuss the various influences on consumer behavior.
Topic: Influences on Consumer Behavior
Feedback: Evaluative criteria are the standards that consumers use to judge the features and benefits of their evoked sets. In this case, inexpensive and tasty would be classified as Morgan’s evaluative criteria.
75. 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
AACSB: Analytic
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 2 Medium
Learning Objective: 05-05 Discuss the various influences on consumer behavior.
Topic: Influences on Consumer Behavior
Feedback: A key feature of the post purchase evaluation is cognitive dissonance. The theory of cognitive dissonance holds that people strive to justify their behavior by reducing the dissonance, or inconsistency, between their cognitions (their perceptions or beliefs) and reality.
76. 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.
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B. reduce cognitive dissonance.
C. increase perceptual dissonance.
D. reduce negative motivation.
E. explain attitudinal dissatisfaction.
AACSB: Reflective Thinking
Accessibility: Keyboard Navigation
Blooms: Apply
Difficulty: 2 Medium
Learning Objective: 05-05 Discuss the various influences on consumer behavior.
Topic: Influences on Consumer Behavior
Feedback: Cognitive dissonance occurs when there is inconsistency between what the consumer perceived to be true and reality. In this case, Gopal is trying to reduce his sense of cognitive dissonance that he paid the wrong price for his used bike by rationalizing the decision another way.
77. 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.
AACSB: Reflective Thinking
Accessibility: Keyboard Navigation
Blooms: Apply
Difficulty: 2 Medium
Learning Objective: 05-05 Discuss the various influences on consumer behavior.
Topic: Influences on Consumer Behavior
Feedback: When the level of involvement for a purchase is high, the potential for cognitive dissonance is greater. People buying a house are more involved in the purchase than a person buying snacks, water, or pizza and so are more likely to experience cognitive dissonance.
78. 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.
AACSB: Analytic
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 1 Easy
Learning Objective: 05-05 Discuss the various influences on consumer behavior.
Topic: Influences on Consumer Behavior
Feedback: FCB grid is a two-dimensional model that categorizes consumer products into four quadrants based on “high involvement” or “low involvement,” and “think” or “feel.” By positioning brands in the grid, an agency can determine the type of advertising that would be most appropriate.
79. 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.
AACSB: Analytic
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 1 Easy
Learning Objective: 05-05 Discuss the various influences on consumer behavior.
Topic: Influences on Consumer Behavior
Feedback: The FCB grid is a two-dimensional model that categorizes consumer products into four quadrants based on “high involvement” or “low involvement,” and “think” or “feel.” By positioning brands in the grid, an agency can determine the type of advertising that would be most appropriate.
80. The depicts the degrees and kinds of involvement a consumer brings to the purchase decision for different products.
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A. basic consumer decision model
B. FCB grid
C. traditional model of consumer involvement
D. Kim-Lord grid
E. continuum of purchase expectations
AACSB: Analytic
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 1 Easy
Learning Objective: 05-05 Discuss the various influences on consumer behavior.
Topic: Influences on Consumer Behavior
Feedback: The Kim-Lord grid also depicts the degree and the kind of involvement a consumer brings to the purchase decision for different products. Some purchases, like cars, require a high degree of personal involvement on both the cognitive and affective levels.
81. Define consumer behavior.
Consumer behavior: The activities, actions, and influences of people who purchase and use goods and services to satisfy their personal or household needs and wants.
AACSB: Analytic
Blooms: Understand
Difficulty: 1 Easy
Learning Objective: 05-01 Explain how advertising differs from the basic communication process.
Topic: The Role of Consumer Behavior
82. What are the three personal processes in the consumer decision process?
The three personal processes govern the way we discern raw data (stimuli) and translate them into feelings, thoughts, beliefs, and actions. The personal processes are the perception, the learning and persuasion, and the motivation processes.
AACSB: Analytic
Blooms: Understand
Difficulty: 2 Medium
Learning Objective: 05-01 Explain how advertising differs from the basic communication process.
Topic: The Consumer Decision-Making Process
83. What are physiological screens and how do they affect the advertising process?
The physiological screens comprise the five senses: sight, hearing, touch, taste, and smell. They detect incoming data and measure the dimension and intensity of the physical stimuli.
AACSB: Analytic
Blooms: Understand
Difficulty: 2 Medium
Learning Objective: 05-02 Outline the consumer perception process and explain why advertising people say “perception is everything.”
Topic: How Consumers Process Marketing Communications
84. Compare the two routes to persuasion described in the elaboration likelihood model.
The elaboration likelihood model describes both the central route to persuasion and the peripheral route to persuasion. When a consumer’s level of involvement is higher, the central route to persuasion is more likely. On the other hand, the peripheral route to persuasion predominates when consumer involvement is low.
AACSB: Communication
Blooms: Understand
Difficulty: 2 Medium
Learning Objective: 05-03 Explain how product involvement influences the decision-making process and the advertising approach.
Topic: The Consumer Decision-Making Process
85. What is the difference between a habit and an attitude?
Attitude: The acquired mental position positive or negative regarding some idea or object. Habit: An acquired or developed behavior pattern that has become nearly or completely involuntary. Attitude is the mental side and habit is the behavioral side of the same coin.
AACSB: Analytic
Blooms: Understand
Difficulty: 2 Medium
Learning Objective: 05-03 Explain how product involvement influences the decision-making process and the advertising approach.
Topic: The Role of Consumer Behavior
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Copyright © 2018 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.
86. What are the three positively originated (transformational) motives?
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: Understand
Difficulty: 1 Easy
Learning Objective: 05-04 Describe the fundamental motives behind consumer purchases.
Topic: The Consumer Decision-Making Process
87. What are three most important interpersonal influences and what do they affect?
Important interpersonal influences affect our mental processes and behavior. They include our family, society, and culture.
AACSB: Analytic
Blooms: Understand
Difficulty: 1 Easy
Learning Objective: 05-05 Discuss the various influences on consumer behavior.
Topic: Influences on Consumer Behavior
88. Why does the Organization of American Milk Processing use a variety of different celebrities in its “Got Milk” ad campaign?
The American Milk Processing uses a variety of celebrities in its ad campaigns to make use of opinion leaders that appeal to a wide range of target markets.
AACSB: Analytic
Blooms: Understand
Difficulty: 3 Hard
Learning Objective: 05-05 Discuss the various influences on consumer behavior.
Topic: Influences on Consumer Behavior
89. Briefly explain the theory of cognitive dissonance.
The theory of cognitive dissonance holds that people strive to justify their behavior by reducing the dissonance or inconsistency between their cognitions (their perceptions and beliefs) and reality.
AACSB: Analytic
Blooms: Understand
Difficulty: 2 Medium
Learning Objective: 05-05 Discuss the various influences on consumer behavior.
Topic: The Consumer Decision-Making Process
90. What are the dimensions used on the Foote, Cone & Belding grid to determine which type of advertising would be most appropriate?
The FCB grid categorized consumer products into four quadrants based on “high involvement” or “low involvement,” and “think” or “feel.”
AACSB: Analytic
Blooms: Understand
Difficulty: 2 Medium
Learning Objective: 05-05 Discuss the various influences on consumer behavior.
Topic: Influences on Consumer Behavior
91. List the elements of the human communication process model and briefly describe each.
The various parts of the human communication process model are: (a) source formulates an idea, (b) encoding encodes the idea as a message, (c) message a form of communication that can be understood, (d) channel the message is sent through a channel to another party, (e) receiver this party receives the message from the source through a channel, (f) decoding to understand the message the receiver must decode it, (g) feedback a message that has been sent is now acknowledged and a response is sent back to the source, and (h) noise can interfere with the message transmission or understanding.
AACSB: Communication
Blooms: Understand
Difficulty: 2 Medium
Learning Objective: 05-01 Explain how advertising differs from the basic communication process.
Topic: Basic Elements of the Communication Process
92. Describe the basic consumer decision process model. Include any processes that precede the actual decisions made by consumers.
Interpersonal influences (family, society, and culture) interact with nonpersonal influences (time, place, and environment) and personal processes (perception, learning and persuasion, and motivation) to bring needs and wants into decision making. The consumer’s experiences and acquisitions impact this decision process. The actual decision process has five distinct steps: (a) problem recognition, (b) information search, (c) evaluation and
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selection, (d) store choice and purchase, and (e) post-purchase behavior (positive or negative experience).
AACSB: Analytic
Blooms: Understand
Difficulty: 2 Medium
Learning Objective: 05-01 Explain how advertising differs from the basic communication process.
Topic: The Consumer Decision-Making Process
93. Describe the model of the consumer perception process.
Physical data or stimuli (ads/commercials, promotion, news items, products/stores, price tags, conversations) meet physiological (sensory) screens (sight, touch, hearing, taste, smell) and then meet psychological (emotional) screens (personality, self-concept, attitudes, beliefs, and habits) that result in cognition or awareness by the consumer. Once the consumer is aware of data or stimuli, the information goes into mental (memory) files (information, needs, wants) for further processing.
AACSB: Analytic
Blooms: Understand
Difficulty: 2 Medium
Learning Objective: 05-02 Outline the consumer perception process and explain why advertising people say “perception is everything.”
Topic: How Consumers Process Marketing Communications
94. Why is it important for marketers to realize that consumers have limited memories?
Memory is a limited resource, and one susceptible to some well-known biases. Because of limited memory, consumers resist opening new mental files and avoid accepting new information inconsistent with what is already filed. Because screens are such a major challenge to advertisers, 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: Understand
Difficulty: 2 Medium
Learning Objective: 05-02 Outline the consumer perception process and explain why advertising people say “perception is everything.”
Topic: How Consumers Process Marketing Communications
95. Contrast cognitive learning with conditioned learning.
The cognitive theory views learning as a mental process of memory, thinking, and rational application of knowledge to practical problems. This theory explains how we learn from experience. Often called stimulus-response theory, the conditioning theory treats learning as a trial-and-error process. Some stimulus triggers a want or need and this in turn creates the drive to respond. This theory is also associated with forming repeat behavior.
AACSB: Analytic
Blooms: Understand
Difficulty: 2 Medium
Learning Objective: 05-03 Explain how product involvement influences the decision-making process and the advertising approach.
Topic: Approaches to Studying the Consumer Learning Process
96. What is the difference between the central route and the peripheral route to persuasion?
Central route to persuasion: One of two ways communication can persuade consumers. When a consumer’s level of involvement is high, the central route to persuasion is more likely. In the central route to persuasion, consumers are motivated to pay attention to the central, product-related information, such as product attributes and benefits. Because of their high involvement, they tend to learn cognitively and comprehend the addelivered information at deeper, more elaborate levels.
Peripheral route to persuasion: One of two ways communication can persuade consumers. When consumers have low involvement with a product or message, they have little reason to pay attention to or comprehend the central message of the ad. However, these consumers might attend to some peripheral aspects of an ad for its entertainment value. Consistent with stimulus response theory, consumers may respond to the message at a later date, when a purchase occasion arises.
AACSB: Analytic
Blooms: Understand
Difficulty: 2 Medium
Learning Objective: 05-03 Explain how product involvement influences the decision-making process and the advertising approach.
Topic: Approaches to Studying the Consumer Learning Process
97. Why would an advertiser repeat the same commercial numerous times during a sporting event on television? How does the advertiser hope to benefit?
One key to learning and persuasion is repetition. Advertising must repeat key information to prospective and current customers so they remember the product’s name and its benefits. Repeat messages are necessary to penetrate customers’ perceptual screens by rekindling memories of information for previous advertising. The repeated ads place a product’s name and benefits firmly in customers’ mental files.
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AACSB: Analytic
Blooms: Understand
Difficulty: 3 Hard
Learning Objective: 05-03 Explain how product involvement influences the decision-making process and the advertising approach.
Topic: Influences on Consumer Behavior
98. What are transformational motives? List three examples of transformational motives.
Transformational motives are positively originated motives or reward motives because the consumer expects to be transformed in a sensory, intellectual, or social sense. The consumer expects some benefit or reward. The three transformational motives are sensory gratification, intellectual stimulation, and social approval. Examples will vary but may include things like the desire for a good-tasting meal, curiosity about a particular topic, and interest in an object that conveys high status.
AACSB: Analytic
Blooms: Understand
Difficulty: 2 Medium
Learning Objective: 05-04 Describe the fundamental motives behind consumer purchases.
Topic: Influences on Consumer Behavior
99. Define culture and contrast it to subculture.
Culture: A homogeneous social group’s whole set of beliefs, attitudes, and ways of doing things, typically handed down from generation to generation. Subculture: A segment within a culture that shares a set of meanings, values, or activities that differ in certain respects from those of the overall culture.
AACSB: Analytic
Blooms: Understand
Difficulty: 2 Medium
Learning Objective: 05-05 Discuss the various influences on consumer behavior.
Topic: Influences on Consumer Behavior
100. Distinguish between the FCB grid and the Kim-Lord grid.
FCB grid: A two-dimensional model that categorizes consumer products into four quadrants based on “high involvement” or “low involvement,” and “think” or “feel.” By positioning brands in the grid, an agency can determine the type of advertising that would be most appropriate. Kim-Lord grid: A variation of the FCB grid, which allows for the fact that the level of consumer involvement in a product does not have to be high “think” and low “feel” (or vice versa) but can be high (or low) in both categories.
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Copyright © 2018 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.