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Q:
(p.164)In clutter tests, commercials that are being tested are shown to large groups of people at a time.
Q:
(p.164)There is no one best method for pretesting advertising variables.
Q:
(p.165)Four methods for posttesting ads are aided recall tests, unaided recall tests, attitude tests, inquiry tests and sales tests.
Q:
(p.166)The final step in the research process is ad post-testing.
Q:
(p.167)The most expensive type of professional survey research is telephone and mail surveys.
Q:
(p.167)For a test to be valid, its results must be free of bias and reflect the true status of the market.
Q:
(p.167)Researchers often use probability samples because they are easy, less expensive and less time-consuming than other sampling methods.
Q:
(p.145)For which of the following purchasers would cognitive dissonance be the greatest?
A.A mother purchased acne medicine 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 car owner spent $3700 to have her car body straightened and repainted.
E.A student purchased a Big Mac for supper.
Q:
(p.145)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 more 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.
Q:
(p.137)Someone who is a vegetarian often becomes so due to the belief that killing animals is cruel and that meat contains chemicals they do not want in their bodies. Both of these reasons are examples of _____ motives.
A.transformational
B.stimulus
C.negatively originated
D.transactional
E.need-based
Q:
(p.137-138)Each year Kate looks forward to her two-week vacation. She treats herself to some exotic location and stays in luxurious surroundings. Just before her last vacation, her car broke down and she had to spend her vacation money on repairs. The desire for a luxurious vacation is produced by a(n) _____ motive, while the necessity of paying to have the car repaired is an example of a(n) _____ motive.
A.positively originated; negatively originated
B.transformational; transactional
C.informational; transformational
D.negatively originated; positively originated
E.informational; transactional
Q:
(p.138)People who enjoy a thick Porterhouse steak often does so because it tastes good, their family members all eat beef and it is a good reward at the end of a hard day. These reasons for enjoying meat are all examples of _____ motives.
A.transformational
B.informational
C.negatively originated
D.transactional
E.need-based
Q:
(p.139)_____ are groups of people whom 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
Q:
(p.139)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 hair style 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.
Q:
(p.140)In the special bride edition of Martha Stewart's 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.
Q:
(p.140)_____ 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.Generational learning
Q:
(p.140-141)The number of Hispanics in the United States is growing rapidly. In Mexico, a prescription is not needed to get medication and so the idea of bringing their prescription 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
Q:
(p.141)Zoroastrianism was the dominant world religion during the Persian empires (559 BC to 651 AC) and was thus the most powerful world religion at the time of Jesus. It is still practiced world-wide, 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.
Q:
(p.143)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 alternatives 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.
Q:
(p.143)Once a month, Morgan buys a case of wine. She will either buy 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.
Q:
(p.143)To establish an evoked set, consumers must:
A.have brand loyalty.
B.establish evaluative criteria.
C.must be motivated by personal influences.
D.avoid post-purchase evaluation.
E.experience cognitive dissonance.
Q:
(p.144)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
Q:
(p.144)Last week, Gopal paid $359.00 for a sewing machine for his wife. He purchased the machine from an Internet retailer and believed he had received a bargain. This week he found the identical sewing machine at Walmart for $169.00. He is likely to experience:
A.selective perception.
B.cognitive dissonance.
C.perceptual dissonance.
D.negative motivation.
E.attitudinal dissatisfaction.
Q:
(p.131)The mind is like a memory bank. 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.
Q:
(p.136)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.
Q:
(p.131)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 screen-building process has created different _____ for the two individuals.
A.blocking functions
B.stimulus/response stereotypes
C.habitual perceptions
D.attitudinal awareness
E.mental files
Q:
(p.136)What level of Maslow's hierarchy of needs is the ad for Spiegel when it uses the following promotional appeal: "Create your signature style?"
A.Safety
B.Self-actualization
C.Love
D.Physiological
E.Social
Q:
(p.131)______ is a relatively permanent change in thought process or behavior that occurs as a result of reinforced experience.
A.Stimulation
B.Perception
C.Mental corroboration
D.Learning
E.Substantiated cognition
Q:
(p.132)What are the two broad categories of learning theories used by most advertisers?
A.Cognitive theory and conditioning theory
B.The central and peripheral routes
C.Interpersonal theory and non-personal theory
D.Affective and cognitive routes
E.Psychological and physiological screens
Q:
(p.132)Katherine has been baking for years and she has tried many different brands of ingredients to find the best one for making biscuits. Her belief that White Lily brand flour is superior to either Pillsbury or Gold Medal brands for baking biscuits can most readily be explained through application of:
A.stimulus-response theory.
B.peripheral route to persuasion.
C.central route to persuasion.
D.conditioning theory.
E.cognitive theory.
Q:
(p.132)_____ occurs when the change in belief, attitude or behavioral intention is caused by promotion communication.
A.Learning
B.Corroboration
C.Motivation
D.Substantiation
E.Persuasion
Q:
(p.132-133)Considering the Elaboration Likelihood Model, which of the following purchases would be most likely to 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
Q:
(p.133)Taking into account the Elaboration Likelihood Model, which of the following purchases would be most likely to involve the peripheral route to persuasion?
A.A wedding dress
B.A Mediterranean cruise
C.A can of soda
D.A car seat for a new baby
E.Membership in an exclusive country club
Q:
(p.133)Because very few people are actually in the market at any given time, most mass media advertising probably receives _____ processing.
A.elaborate
B.peripheral
C.probable
D.habitual
E.perceptual
Q:
(p.134-135)Harrison has walked past a Mercedes dealership every weekday for the last eight months. Each time he passes, he examines the red Mercedes convertible in the showroom. He is now wondering whether he should buy the convertible and sell his SUV. Which of the following terms best describes what Harrison is doing or showing by his actions?
A.Consumer loyalty
B.Brand disparity
C.Brand interest
D.Brand perception
E.Evaluative criteria
Q:
(p.135)The acquired mental position we hold in regard to some idea or object is called a(n):
A.cognition.
B.perception.
C.an attitude.
D.motivation.
E.stimulation.
Q:
(p.135)_____ is the acquired behavior pattern that becomes nearly or completely involuntary.
A.Attitude
B.Incentive
C.Impetus
D.Habit
E.Stimulus-response
Q:
(p.135)Advertisers have three habit-related goals. 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 sales clerk gives out free samples of Bush's brand home style chili at Sam's Club.
C.Sam sees a comparative ad showing the superiority of Coors beer over Anheuser-Busch beer.
D.A vacuum cleaner salesperson offers to clean the living room carpet of the Truman household.
E.A new laundry shop offers a one-time free trial for all customers.
Q:
(p.136)_____ refers to the underlying drives that contribute to an individual's purchasing actions.
A.Conditioned learning
B.Perception
C.Inducement
D.Motivation
E.Corroboration
Q:
(p.136)_____ is the basic, often instinctive, human forces that motivate us to do something.
A.Needs
B.Wants
C.Ideals
D.Desires
E.Inducements
Q:
(p.131)Consumer concern about food contamination with pathogenic bacteria is generally nonexistent. They view food safety and food hygiene as government problem. The element of perception responsible for this interpretation is called:
A.attitude.
B.learning.
C.motivation.
D.cognition.
E.screening.
Q:
(p.136)_____ is needs that we learn during our lifetime.
A.Values
B.Wants
C.Ethics
D.Desires
E.Ideals
Q:
(p.125)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
E.Source
Q:
(p.126)According to the human communication process, the baby boomer who read all of the copy in an ad for Lyrica, a prescription for people who feel tingling or burning sensations in their feet and decided to ask his physician if the drug would cure the pain he felt in his feet would be:
A.acting as a source.
B.providing feedback.
C.creating a persona.
D.using integrated marketing communications.
E.creating a new communication channel.
Q:
(p.126)Alan White is a rodeo performer. In a magazine called Western Horseman, White learned about a new kind of feed supplement for his horse that will help keep the animal at its peak performance. White used a(n) _____ to become familiar with this new product.
A.encoded message
B.semiotics
C.non-personal channel
D.personal channel
E.inert medium
Q:
(p.126)Alan did not see the ad for Goodwater riding equipment that was in his latest copy of Western Horseman because he was much more interested in an article on Argentine cowboys that began on the Page opposite the equipment ad. In terms of the communication process, the article on Argentine cowboys served as _____ for the Goodwater ad.
A.noise
B.feedback
C.Information overload
D.a source maze
E.a reception blocker
Q:
(p.127)_____ is the mental and emotional processes and the physical activities of people who purchase and use goods to satisfy particular needs and wants.
A.Consumer behavior
B.Stimulus-response
C.Cognitive learning
D.Psychological response
E.Customer fulfillment
Q:
(p.128)Which of the following is an example of a non-personal influence that would affect the purchase of a burial (funeral) plan?
A.An individual's perception of himself as invincible
B.A dream about a heart attack
C.An ad showing retired people enjoying themselves
D.The fact that there is no convenient place to buy it other than a funeral home
E.The speaker at an investment seminar
Q:
(p.128)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 current income level
B.The kinds of IRA funds family members participate in
C.What the individual knows about the future value of money
D.The time of year the IRA is being purchased
E.The Company recommended plan
Q:
(p.128)_____ governs the way we discern raw data (stimuli) and translate them into feelings, thoughts, beliefs and actions.
A.Personal processes
B.Interpersonal influences
C.Non-personal influences
D.Evaluative criteria
E.Evoked sets
Q:
(p.129)_____ is the personalized way we sense, interpret and comprehend various stimuli.
A.Habit
B.Learning
C.Perception
D.Motivation
E.Attitude
Q:
(p.129)When Lisa thinks about taking a class in conversational Italian, she thinks of it as a way to challenge her intellect. When Megan thinks about taking a class in conversational Italian, she thinks how much fun it will be to visit Italy once she knows the language. Their differing opinions most likely result from differences in:
A.perceptions.
B.motivations.
C.attitudes.
D.cognitive learning.
E.social class.
Q:
(p.130)A(n) _____ is physical information we receive through our senses.
A.motivator
B.selective perception
C.attitude
D.stimulus
E.habit
Q:
(p.138)What are the three positively originated (transformational) motives?
Q:
(p.130)Thomas was planning on seeing a movie last weekend. After trying 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.
A.physiological
B.rational
C.functional
D.psychological
E.self-actualizing
Q:
(p.138)List the interpersonal influences on consumer behavior.
Q:
(p.130)In a study in the Netherlands, Belgium and Germany, respondents were asked several questions that asked them 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. _____ Screens based on learned factors led to this perceived differences.
A.Physiological
B.Rational
C.Functional
D.Psychological
E.Self-actualizing
Q:
(p.138-140)Why does the Organization of American Milk Processing use a variety of different celebrities in its ad campaign?
Q:
(p.130)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.motivation
Q:
(p.144)Briefly explain the theory of cognitive dissonance.
Q:
(p.131)The magazine cover showed most viewers an exciting photograph of how a brave, skillful cowboy won the bull-riding event at a national rodeo. Because of her strong feelings about the safety of animals, Kaye saw the picture as fostering cruelty to animals. _____ prevented her from seeing the athleticism in the rodeo event.
A.Physiological filtering
B.Stimulus blocking
C.Selective perception
D.Perceptual blocking
E.Cognitive dissonance
Q:
(p.145)What are the dimensions used on the Foote, Cone & Belding grid to determine which type of advertising would be most appropriate?
Q:
(p.132)Distinguish between the cognitive theory of learning and the conditioning theory of learning.
Q:
(p.133)What is the difference between the central route and the peripheral route to persuasion?
Q:
(p.134)Why is it when you're watching a sporting event on television, you will often see the same commercial repeated multiple times?
Q:
(p.137-138)What are transformational motives? List three examples of transformational motives.
Q:
(p.140-141)What is culture? How does it differ from a subculture?
Q:
(p.145)Distinguish between the FCB grid and the Kim-Lord grid.
Q:
(p.127)Define consumer behavior.
Q:
(p.128)What are the three personal processes in the consumer decision process?
Q:
(p.130)What are physiological screens and how do they affect the advertising process?
Q:
(p.133)In the elaboration likelihood model, there are two ways promotion communication can persuade consumers. What are those two ways?
Q:
(p.145)The FCB grid is used to determine how personal and non-personal factors will influence consumer behavior.
Q:
(p.135)What is the difference between a habit and an attitude?
Q:
(p.145-146)The Kim-Lord Grid portrays the degree and the kind of involvement a consumer brings to the purchase decision.
Q:
(p.125-126)List the elements of the human communication process model described in the text and briefly describe each.
Q:
(p.127-128)Describe the basic consumer decision process model displayed in the text including any processes that precede the actual decisions made by consumers.
Q:
(p.129-131)Describe the model of the consumer perception process displayed in the text.
Q:
(p.131)Why is it important for marketers to realize that consumers have limited memories?
Q:
(p.135)It is important to note that brand loyalty must be a conscious decision expressed through intention or behavior.