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Q:
Name the steps of the consumer buying decision-making process.
Q:
From a marketing perspective, it is harder to strengthen a linkage that already exists than to create a new linkage or modify a current linkage in an individual's cognitive map.
Q:
Cognitive maps explain the importance of repetition, because most marketing messages are quickly lost in short-term memory.
Q:
Cognitive maps can be altered to incorporate new information not currently within a person's knowledge structure.
Q:
Cognitive maps are simulations of the knowledge structures and memories embedded in an individual's brain.
Q:
Marketing communications are less effective in changing a person's attitude about a product than they are in changing a consumer's value structure.
Q:
Factors that affect a person's values include the individual's personality, temperament, environment, and culture.
Q:
Values tend to be enduring and normally form during adulthood, but can change as a person ages and experiences life.
Q:
Consumer values are loosely held attitudes about various topics or concepts.
Q:
Most of the time, the consumer first develops an understanding or cognitive belief about an idea or object, followed by affective feelings.
Q:
The cognitive component of an attitude involves a purchase or some other type of activity.
Q:
The affective part of an attitude is the part most directly related to making the actual purchase.
Q:
The cognitive component of an attitude is a person's mental image, understanding, and interpretation of a product.
Q:
The cost of conducting an external search for information consists of the actual cost of the product, subjective costs associated with the search, and the opportunity cost of foregoing other activities.
Q:
The higher the perceived benefit a consumer receives from an external search for information, the less likely he or she will be to spend time searching for information.
Q:
People with a high need for cognition will gather more information and spend more time searching for information prior to a purchase than individuals with a low need for cognition.
Q:
The need for cognition is a personality characteristic that links the drive to consider alternatives with the drive to take action quickly.
Q:
The level of involvement a consumer displays during the external information search process is determined by such factors as cost and the product's importance.
Q:
A person's ability to search and level of motivation partly determine how much time will be spent on an internal search for information prior to purchasing a product.
Q:
The higher the motivation, the greater the extent of external search for information in a buying decision-making process.
Q:
An individual's age and social status largely determine the motivation to search for purchase alternatives.
Q:
An individual with extensive knowledge of a product category will likely spend more time in an external search process than someone with a moderate level of product category knowledge.
Q:
The amount of time a consumer spends on an external search depends on four factors: ability, motivation, costs versus benefits, and brand name.
Q:
In the purchase process, an external search for information may begin due to dissatisfaction with the last purchase a consumer made.
Q:
If a consumer has sufficient information from an internal search, he or she moves on to the next step of the decision-making process, evaluating alternatives, without engaging in an external search for additional information.
Q:
During the initial search for purchasing alternative products or services, a consumer considers all of the brands that he or she has used in the past.
Q:
An external search for purchasing alternative products or services takes place when a consumer thinks about the brands he or she is willing to consider.
Q:
Upon recognizing a need, if a consumer selected a given brand in the past that resulted in a positive experience, the consumer will likely purchase the same brand and not engage in an information search.
Q:
Consumers experience a need or want when a gap exists between an individual's current state and desired state.
Q:
The first step in the buying decision-making process is an internal search for information.
Q:
In terms of cognitive mapping, if most consumers have not considered Sunkist lemons as a substitute for salt, then an advertisement that conveys such a message to consumers is attempting to:
A) strengthen a linkage that already exists.
B) modify a current linkage.
C) create a new linkage.
D) create a new layer.
Q:
When an individual considers all the ideas that come to mind when the name of a product, such as Subway, is mentioned, which best explains the thinking?
A) Maps of attitudes
B) Value models
C) A cognitive map
D) Affect referral
Q:
A simulation of the knowledge structures embedded in an individual's brain is called a(n):
A) value.
B) mental image.
C) cognitive map.
D) component of an attitude.
Q:
Strongly held beliefs about various topics or concepts are:
A) attitudes.
B) cognitive maps.
C) values.
D) mental images.
Q:
An impulse buy probably means that the consumer acted on which component of an attitude?
A) Affective
B) Cognitive
C) Conative
D) Value
Q:
A low-price, low-involvement purchase is likely to begin with which component of an attitude?
A) Affective
B) Cognitive
C) Conative
D) Value
Q:
If Brayden is swayed by an ad that incites fear of his home being burglarized, he is being influenced by which component of an attitude?
A) Affective
B) Cognitive
C) Conative
D) Value
Q:
If an advertisement by Pampers is designed to appeal to a person's emotions first, the ad addresses which component of an attitude?
A) Affective
B) Cognitive
C) Conative
D) Value
Q:
Kylie believes St. Francis Hospital has the best imaging technology in the region and will, therefore, offer excellent care for her son. This reflects which part of an attitude?
A) Affective
B) Cognitive
C) Conative
D) Value
Q:
In terms of attitude formation, the most common sequence is:
A) affective → conative → cognitive.
B) conative → cognitive → affective.
C) conative → affective → cognitive.
D) cognitive → affective → conative.
Q:
The conative component of an attitude:
A) contains the feelings or emotions a person has about an object, person, or idea.
B) refers to a person's mental images, understanding, and interpretations of an object, person, or idea.
C) is an individual's intentions, actions, or behavior.
D) is the mental picture a person has of an object, person, or idea.
Q:
The cognitive component of an attitude:
A) contains the feelings or emotions a person has about an object, person, or idea.
B) refers to a person's mental images, understanding, and interpretations of an object, person, or idea.
C) is an individual's intentions, actions, or behavior.
D) is the mental picture a person has of an object, person, or idea.
Q:
Which component of an attitude displays the individual's intentions, actions, or behavior?
A) Affective
B) Cognitive
C) Conative
D) Rational
Q:
Which component of an attitude refers to a person's mental images, understanding, and interpretation of a product?
A) Affective
B) Cognitive
C) Conative
D) Rational
Q:
Which component of an attitude contains the feelings or emotions a person has about a product?
A) Affective
B) Cognitive
C) Conative
D) Rational
Q:
________ is the mental position a person takes about a topic, person, or event.
A) Value
B) Attitude
C) Level of involvement
D) Cognition
Q:
Juan has a high school education and knows very little about digital cameras. Juan will most likely:
A) conduct only an internal search.
B) refer the decision to someone else.
C) not engage in an extensive external search for more information.
D) engage in an extensive external search for information.
Q:
The perceived cost of a purchase decision includes each of the following except:
A) the actual price or cost of the product.
B) the subjective costs associated with the search.
C) the economic conditions of the area.
D) the opportunity costs of foregoing other activities to make the search.
Q:
When Maya decides she needs some new clothes, she will spend considerable time comparing the various brands and will often go to several retail stores. Maya has a:
A) low need for cognition.
B) high need for cognition.
C) low level of shopping enthusiasm.
D) high level of shopping enthusiasm.
Q:
In terms of an external search for information in a purchase decision, the need for cognition is:
A) the extent to which a stimulus or task is relevant to a consumer's existing needs, wants, or values.
B) a personality characteristic in which individuals engage in and enjoy mental activities.
C) the mental position a person takes on a topic, person, or event that influences the holder's feelings, perceptions, learning processes, and subsequent behaviors.
D) simulations of the knowledge structure embedded in an individual's brain.
Q:
Individuals who engage in and enjoy mental activities have a:
A) low need for cognition.
B) high need for cognition.
C) low level of shopping enthusiasm.
D) high level of shopping enthusiasm.
Q:
During the external information search process, consumers with high levels of involvement tend to spend:
A) more time searching for external information.
B) less time searching for external information.
C) greater emotional energy studying external and internal information.
D) more time shopping in retail stores.
Q:
In terms of an external search for information in a purchasing decision, involvement is:
A) the extent to which a stimulus or task is relevant to a consumer's existing needs, wants, or values.
B) a personality characteristic an individual displays when he or she engages in and enjoys mental activities.
C) the mental position a person takes on a topic, person, or event that influences the holder's feelings, perceptions, learning processes, and subsequent behaviors.
D) a simulation of the knowledge structure embedded in an individual's brain.
Q:
In terms of the external information search process, the extent to which a stimulus or task is relevant to a consumer's existing need determines the:
A) ability to search.
B) need for cognition.
C) search methods.
D) level of involvement.
Q:
The individual that is most likely to spend the greatest amount of time in an external search for information is the consumer that has:
A) a low level of knowledge about the product category.
B) an extensive knowledge of the product category.
C) some knowledge of the product category, but not enough to make an intelligent decision.
D) a low educational level.
Q:
The individual that has the greatest ability to conduct an external search for information is the consumer that has:
A) a low level of knowledge about the product category.
B) an extensive knowledge of the product category.
C) some knowledge of the product category, but not enough to make an intelligent decision.
D) a low educational level.
Q:
A person's educational level combined with specific knowledge about a product category determines the:
A) ability to search.
B) desire to search.
C) need for cognition.
D) involvement level.
Q:
An external search for purchase information occurs when:
A) the consumer is uncertain about which brand to purchase.
B) the internal search has been successful.
C) the evaluation of alternatives has been completed.
D) a purchase has been finalized and the buyer is looking for reassurance.
Q:
When a person does an internal search for product information and already has sufficient information, the next step of the purchase decision process will be to:
A) search for additional information.
B) make the purchase decision.
C) evaluate the alternatives.
D) identify the need or problem the choice will meet.
Q:
During the internal search process for product information, a key objective for creatives and brand managers is to:
A) have information readily available to consumers.
B) make sure the company's brand is part of the consumer's inert set.
C) have the brand in the person's cognitive map.
D) make sure the company's brand is part of the consumer's set of potential alternatives.
Q:
During a search for purchase information, which factor will increase the probability that a brand will be selected?
A) Brand parity
B) Brand equity
C) Product viability
D) Brand ambiguity
Q:
An internal information search for product information occurs when:
A) a consumer experiences uneasiness.
B) a consumer thinks about brands he/she is willing to consider.
C) the consumer buying process is nearly complete.
D) advertisements are being ignored.
Q:
The two components of the consumer decision-making process that are most critical to developing an integrated marketing communications program are:
A) problem recognition and information search.
B) information search and evaluation of alternatives.
C) evaluation of alternatives and purchase decision.
D) problem recognition and evaluation of alternatives.
Q:
After watching an advertisement for Wrangler jeans, Denise decides she would like to buy a new pair. This is an example of which step of the consumer decision-making process?
A) Purchase decision
B) Postpurchase evaluation
C) Evaluation of alternatives
D) Problem recognition
Q:
The first step in the consumer decision-making process is:
A) evaluation of alternatives.
B) information search.
C) problem recognition.
D) internal search.
Q:
Trust represents a customer's belief in the efficacy and reliability of a brand.
Q:
The goal of branding is to build awareness of the brand name.
Q:
To establish a strong brand image, a brand name must be prominently promoted in repetitious ads or it should be associated with one of the product's benefits.
Q:
Developing a strong brand begins with discovering why consumers buy a brand as well as repurchase the brand.
Q:
Consumers recommend brands to their families and friends because of one or more salient attributes.
Q:
In measuring brand equity companies can use a method called revenue premium, which compares a branded product's revenue to:
A) the industry's average.
B) a private label brand.
C) a firm's primary competitors.
D) the industry leader.
Q:
When brand equity is measured using the value of a brand based on input from consumers, such as familiarity, purchase considerations, customer satisfaction, and willingness to seek out the brand, the method is:
A) financial value.
B) market value.
C) revenue premium.
D) consumer value.
Q:
When brand equity is measured using a comparison of a branded product to the same product without a brand name, such as a private label, the method is:
A) financial value.
B) market value.
C) revenue premium.
D) consumer value.
Q:
When brand equity is measured using stock valuation with an estimate of the portion of the value allocated to brand equity and not physical assets, the method is:
A) financial value.
B) market value.
C) revenue premium.
D) consumer value.
Q:
When brand equity is measured using estimates of the future cash flows of a brand based on its unique strength and characteristics, which will then be discounted to determine a net present value, the method is:
A) financial value.
B) market value.
C) revenue premium.
D) consumer value.
Q:
Attitudinal measures associated with branding are used to track the following, except:
A) awareness.
B) recall.
C) purchases.
D) recognition.
Q:
Which of the following measures returns on branding investments?
A) brand infringement
B) brand parity
C) brand equity
D) brand metrics
Q:
Brand equity offers the following benefits, except:
A) allows manufacturers to charge more for their brands.
B) creates higher gross margins.
C) shields companies from lawsuits.
D) captures additional shelf space in retail stores.
Q:
Which is not true concerning brand equity?
A) It allows the company to charge a higher price.
B) It reduces name retention.
C) It is helpful in business-to-business markets.
D) It is helpful in international markets.
Q:
When a customer believes Craftsman makes the best and most reliable tools, this is an example of:
A) brand parity.
B) brand equity.
C) brand cooperation.
D) brand decision.