Accounting
Anthropology
Archaeology
Art History
Banking
Biology & Life Science
Business
Business Communication
Business Development
Business Ethics
Business Law
Chemistry
Communication
Computer Science
Counseling
Criminal Law
Curriculum & Instruction
Design
Earth Science
Economic
Education
Engineering
Finance
History & Theory
Humanities
Human Resource
International Business
Investments & Securities
Journalism
Law
Management
Marketing
Medicine
Medicine & Health Science
Nursing
Philosophy
Physic
Psychology
Real Estate
Science
Social Science
Sociology
Special Education
Speech
Visual Arts
Marketing
Q:
Product involvement represents the temporary involvement associated with some imminent purchase situation.
Q:
A consumer needs some degree of involvement to have an ability to evaluate multiple brands effectively.
Q:
When a consumer is highly involved, there is a lesser chance that relatively high value can be achieved, as long as things go as expected.
Q:
Going to a new, trendy restaurant is most likely driven by hedonic motivations.
Q:
Drinking soft drinks because one really likes the taste is driven by hedonic motivations.
Q:
Hedonic motivation is a drive to acquire products that consumers can use to accomplish things.
Q:
Utilitarian motivation involves a drive to experience something personally gratifying.
Q:
The most basic needs are addressed with hedonic value, and as needs become more elaborate, utilitarian value is often needed to satiate the need state.
Q:
According to Maslow's theory, consumers first seek value by satisfying the most basic needs.
Q:
Regulatory focus theory puts forward the notion that consumers orient their behavior either through a hedonic focus or a utilitarian focus.
Q:
The behaviors that result from the self-improvement motivation are aimed at maintaining the current state of existence rather than changing one's current state to a level that is more ideal.
Q:
Homeostasis refers to the fact that the body naturally reacts in a way so as to maintain a constant, normal bloodstream.
Q:
Consumer wants are a function of the need driven by homeostasis.
Q:
Consumer needs start the consumption process because they kick-start or "motivate" subsequent thoughts, feelings, and behavior.
Q:
Which of the following terms refers to a type of associative network that works as a cognitive representation of a phenomenon that provides meaning to that entity?
a. Schema
b. Archetype
c. Specimen
d. Prototype
e. Exemplar
Q:
The association between nodes in an associative network is shown by _____.
a. scripts
b. paths
c. traces
d. tags
e. schemas
Q:
In an associative network, the concepts are represented by _____.
a. paths
b. scripts
c. traces
d. tags
e. nodes
Q:
Which of the following refers to cognitive components that represent facts in an associative network?
a. Declarative knowledge
b. Prospective knowledge
c. Episodic knowledge
d. Procedural knowledge
e. Semantic knowledge
Q:
An associative network is a network of:
a. synaptic pathways linking various stimuli.
b. mental pathways linking knowledge within memory.
c. neural pathways linking nerve fibres within the sensory memory.
d. mental pathways linking consumer motivation with cognition.
e. neural pathways linking affective components of memory.
Q:
Which of the following provides a consumer with the deepest comprehension and the greatest chance of accurate recall?
a. Personal elaboration
b. Cognitive interference
c. Spreading activation
d. Dual coding
e. Meaningful encoding
Q:
The extent to which one continues processing a message even after he/she develops an initial understanding in the comprehension stage is known as _____.
a. activation
b. elaboration
c. rumination
d. association
e. assimilation
Q:
The unintentional but recurrent memory of long-ago events that are not triggered by anything in the environment is known as _____.
a. elaboration
b. rumination
c. activation
d. assimilation
e. contemplation
Q:
A small piece of coded information that helps to retrieve a particular piece of knowledge is known as a _____.
a. node
b. trace
c. path
d. script
e. tag
Q:
The mental path by which some thought becomes active is known as _____.
a. memory trace
b. mental script
c. activation node
d. memory tag
e. mental schema
Q:
The process through which consumers reconstruct memory traces into a formed recollection of the information they are trying to remember is known as _____.
a. mental tagging
b. response generation
c. memory tracing
d. semantic coding
e. spreading activation
Q:
Before information can be stored in the long-term memory, all stimuli are converted to meaning that can be expressed verbally. This process of converting stimuli is known as _____.
a. semantic coding
b. meaningful encoding
c. dual coding
d. response generation
e. cognitive interference
Q:
Mr. Smith is a renowned gastronomist. As his job needs knowledge of a wide range of cuisines, he tries to remember a dish by its taste as well as its smell. Which of the following will best describe the technique used by Mr. Smith to remember various dishes?
a. Chunking
b. Dual coding
c. Memory tracing
d. Mental tagging
e. Priming
Q:
All things equal, _____ is the weakest form of learning.
a. chunking
b. repetition
c. dual coding
d. tracing
e. tagging
Q:
The process of grouping stimuli by meaning so that multiple stimuli can become a single memory unit is known as _____.
a. tracing
b. retrieving
c. encoding
d. chunking
e. tagging
Q:
The process that occurs when preexisting knowledge is used to assist in storing new information is known as _____.
a. response generation
b. semantic coding
c. meaningful encoding
d. memory tracing
e. cognitive interference
Q:
When Henry's mother was on the phone, she called out a phone number to him asking Henry to remember it. He tried to remember the number by repeatedly thinking of it. This process of remembering something by repeatedly thinking of it is known as _____.
a. tagging
b. retrieval
c. rehearsal
d. dual coding
e. chunking
Q:
The process in which two different sensory "traces" are available to remember something is known as _____.
a. semantic coding
b. chunking
c. dual coding
d. meaningful encoding
e. mental tagging
Q:
According to which of the following laws, the capacity limit for the workbench memory is between three and seven units of information?
a. Skinner's law
b. Pavlov's law
c. Miller's law
d. Baddelay's law
e. Maslow's law
Q:
Which of the following is true of workbench memory?
a. It has unlimited duration.
b. It has limited capacity.
c. It is considered to be preattentive.
d. Its capacity remains the same across different levels of consumers' involvement.
e. It uses only semantic coding to store information.
Q:
The process by which information is transferred back into workbench memory for additional processing when needed is known as _____.
a. chunking
b. encoding
c. extraction
d. tracing
e. retrieval
Q:
The process by which information is transferred from workbench memory to long-term memory for permanent storage is known as _____.
a. retrieval
b. chunking
c. tagging
d. encoding
e. tracing
Q:
Sam, a high school student, lives in a busy neighborhood. When he sits down to study, he can hear different noises"a phone ringing somewhere, a baby crying, a car honking"even though he does not pay attention to them. These noises will be stored in Sam's _____.
a. long-term memory
b. sensory memory
c. workbench memory
d. short-term memory
e. procedural memory
Q:
Which of the following storage areas of the memory system is used to store and encode information for placement in the long-term memory as well as to retrieve encoded information for future use?
a. Sensory memory
b. Procedural memory
c. Workbench memory
d. Declarative memory
e. Episodic memory
Q:
Which of the following is an example of haptic perception?
a. A customer tasting a new brand of pasta
b. A customer listening to a new audio in the market
c. A customer smelling a new brand of perfume
d. A customer watching a new video game in the market
e. A customer touching a new brand of bath towels
Q:
Echoic storage is the storage of:
a. visual information as an exact representation of a scene.
b. auditory information as an exact representation of a sound.
c. olfactory information as an exact representation of a smell.
d. gustatory information as an exact representation of a taste.
e. tactile information as an exact representation of a touch.
Q:
Iconic storage is the storage of:
a. visual information as an exact representation of a scene.
b. auditory information as an exact representation of a sound.
c. olfactory information as an exact representation of a smell.
d. gustatory information as an exact representation of a taste.
e. tactile information as an exact representation of a touch.
Q:
Which of the following is true ofsensory memory?
a. It has limited capacity.
b. It has unlimited duration.
c. It is considered to be preattentive.
d. It uses semantic coding to store information.
e. It uses the same distinctive mechanism for different sensory information.
Q:
Which of the following theories views the memory process as utilizing three different storage areas"sensory memory, workbench memory, and long-term memory"within the brain?
a. The fuzzy trace theory of memory
b. The multicomponent model of working memory
c. The dual coding theory of memory
d. Baddelay's model of working memory
e. The multiple store theory of memory
Q:
The psychological process by which knowledge is recorded is known as _____.
a. attention
b. perception
c. memory
d. motivation
e. epistemology
Q:
Joanna bargain hunts for all her purchases. She once bought a T-shirt that was being sold for $50 and perceived it to be a good deal as everything else was priced higher. However, on her next shopping trip, she dismissed the same t-shirt as expensive as the other apparels were being sold at prices much lower than $50. Joanna's varying interpretation of the value and meaning for the same product is an example of _____.
a. prospecting
b. sensitizing
c. priming
d. distorting
e. contrasting
Q:
The cognitive process in which active concepts frame thoughts and therefore affect both value and meaning is known as _____.
a. priming
b. signaling
c. prospecting
d. assimilating
e. positioning
Q:
Which of the following theories hypothesizes that the way in which information is framed differentially affects risk assessments and any associated consumer decisions?
a. Signal theory
b. Habituation theory
c. Dual coding theory
d. Multiple store theory
e. Prospect theory
Q:
The phenomenon in which the meaning of something is influenced by the information environment is called _____.
a. framing
b. positioning
c. signaling
d. prospecting
e. distorting
Q:
The amount of information available for a consumer to process within a given environment is known as information _____.
a. assurance
b. bias
c. retrieval
d. intensity
e. hoarding
Q:
Which of the following is true of negatively framed information?
a. It has a lesser impact on consumers than positively framed information.
b. It primes gains rather than losses.
c. It makes consumers less willing to take risks.
d. It increases consumers' perceived value of a product.
e. It facilitates consumers' negative information bias toward the product.
Q:
Which of the following TV ads for Shine, a toothpaste brand, is likely to hold more appeal for a consumer who is right-brain dominant than for a consumer who is left-brain dominant?
a. An ad where a dentist clinically explains why Shine is the best toothpaste
b. An ad where a family sings the reason why Shine is their favorite toothpaste
c. An ad which shows the Shine toothpaste being used by a dentist to clean giant-sized dentures
d. An ad where an elderly couple talks about how their teeth are still very strong because of Shine
e. An ad which talks about the advantages of a fluoride-free toothpaste
Q:
Brain dominance refers to the phenomenon of hemispheric _____.
a. infarction
b. lateralization
c. synchronization
d. specialization
e. adaptation
Q:
Alice, a five-year-old, used to cry and protest whenever her mother took her to the dentist for monthly dental checkups. After a dozen visits, however, she stopped crying, even though Alice admits that she still does not like going to the dentist. This change in Alice's response to dental visits is an example of _____.
a. anticipation
b. lateralization
c. rumination
d. expectation
e. habituation
Q:
Belief of what will happen in a future situation is known as _____.
a. accommodation
b. rumination
c. sensitization
d. expectation
e. habituation
Q:
Beverage marketers have realized for decades that packaging plays a major role in how beverages are perceived. In fact, studies indicate that consumers cannot even identify their "favorite" brand of beer without the package/label. This sort of association is created because of consumers' _____.
a. low level of involvement
b. congruity
c. expectations
d. low level of knowledge
e. sensitization
Q:
Henry's 80-year-old grandfather, Tim, has a passion for technology. He can operate Henry's new iPhone with ease. This leaves his grandson completely astounded as Tim grew up in the country with no exposure to technology. Moreover, he has had no formal education. Which of the following message receiver characteristics is most likely to explain Tim's comprehension of the new iPhone?
a. Level of dissonance
b. Level of familiarity
c. Level of expectation
d. Level of involvement
e. Level of congruity
Q:
Energizer batteries used to feature the Energizer bunny in its TV commercials, often in unexpected ways to catch viewers off-guard. Boring commercials of fake brands and mundane products like a hemorrhoid ointment would be interrupted by the sudden appearance of the Energizer bunny banging a drum. Initially, viewers would sit up and watch.However, after they had been exposed to the commercial many times, they began to expect the appearance of the bunny and tended to tune out the commercial. The consumers' response to this over-exposure is an example of _____.
a. anticipation
b. adaptation
c. habituation
d. sensitization
e. lateralization
Q:
The process by which continuous exposure to a stimulus affects the comprehension of and response to the stimulus is known as _____.
a. lateralization
b. stimulation
c. expectation
d. sensitization
e. habituation
Q:
Which of the following statements is true of message receiver characteristics?
a. Less-intelligent consumers tend to comprehend messages more accurately than intelligent consumers as they put in more effort in the comprehension process.
b. Highly involved consumers tend to pay less attention to messages as they are too involved with their own things.
c. High levels of familiarity always increases consumer comprehension as consumers are more inclined toward the familiar.
d. Consumers' beliefs of what will happen in a future situation have an impact on their comprehension of the environment.
e. Consumers who are left-brain dominant tend to be visual processors often favoring images for verbal communication.
Q:
If a consumer develops thoughts that contradict a marketing message, then he/she is said to have developed _____ arguments toward the message.
a. futile
b. practical
c. fallible
d. parallel
e. counter
Q:
In a marketing message, _____ refers to the consumers' perception of how honest and unbiased the source is.
a. visibility
b. attractiveness
c. expertise
d. trustworthiness
e. congruity
Q:
Advertisements for hygiene products like toothpaste and soap tend to feature doctors as spokespersons endorsing the products. Consumers perceive these doctors to possess a substantial knowledge on health and hygiene. Which of the following characteristics of the message source is represented by this example?
a. Expertise
b. Congruity
c. Visibility
d. Attractiveness
e. Simplicity
Q:
In a marketing message,the amount of knowledge that a source is perceived to have about a subject is referred to as _____.
a. congruity
b. expertise
c. trustworthiness
d. visibility
e. intelligence
Q:
The management at Drops & Dew, a newly established winery, uses an ad showing kids roller-skating and sipping wine with rap music in the background. Which of the following is most likely to be the consumers' response toward the advertisement?
a. Consumers will process the information presented more deeply.
b. Consumers' comprehension of the product will decrease due to message incongruity.
c. Consumers will develop a favorable attitude toward the product presented.
d. Consumers' attitude will be more favorable as the message source is credible.
e. Consumers' will purchase the product because the message source is trustworthy.
Q:
Miss, a popular brand of women's clothing, introduces a new line of luxury evening wear. Management at Miss intends to market the new collection as lavish, sophisticated, and ultra feminine. Which of the following print media advertisements is most likely to have the intended effect?
a. An ad featuring a model in an orange dress with the brand logo in block font as the background
b. An ad featuring a model as a tiny figure in the periphery against a huge building
c. An ad featuring a model in a gold dress with the brand logo in script font as the background
d. An ad featuring a model in a brown dress with the brand logo in script font as the background
e. An ad featuring a model in a brown dress against a signage with large numerals quoting the price of the dress
Q:
_____ represents the extent to which a message is internally consistent and fits surrounding information.
a. Message congruity
b. Message visibility
c. Message attractiveness
d. Message complexity
e. Message acceptability
Q:
Which of the following is true of the physical characteristics of a message?
a. Consumers' attention and comprehension become less likelier as pictures in messages get larger or movements become more intense.
b. Consumers' comprehension is not influenced by the use of colors in marketing messages.
c. Consumers derive meaning from the actual text of a message and the visual presentation of the message.
d. Consumers' comprehension of a message is not influenced by the physical characteristics of the message.
e. Consumers display greater recall of an intended message when information is presented in sequence rather than in intervals.
Q:
According to which of the following theories,communications provide information in ways beyond the explicit or obvious content of a message?
a. Signal theory
b. Habituation theory
c. Dual-coding theory
d. Prospect theory
e. Multiple store theory
Q:
When consumers believe that they will get 50 percent off on the purchase of a second item of equal or lesser value after reading an advertisement for a clothing store, _____ of the marketing message has occurred.
a. sensitization
b. distinction
c. habituation
d. rumination
e. comprehension
Q:
Which of the following is true of consumer comprehension?
a. Consumer comprehension process is not influenced by internal factors within the consumer.
b. Consumer comprehension does not include affective components as it is based only on the consumer's cognitive aspects.
c. Consumers' comprehension of marketing messages does not always occur in the way they are intended to.
d. Consumer comprehension rarely goes beyond the explicit content of the marketing message.
e. Consumer comprehension is not essential for the realization of value in the consumption process.
Q:
_____ refers to the interpretation or understanding that a consumer develops about some attended stimulus based on the way meaning is assigned.
a. Attention
b. Exposure
c. Comprehension
d. Elaboration
e. Sensation
Q:
Attempts to demarket a product can be implemented by stigmatizing consumption with a negative stereotype.
Q:
A social stereotype captures the role expectations of a person of a specific type.
Q:
A social schema is the cognitive representation that gives a specific type of person meaning.
Q:
Social memory refers to the memory for past events in one's life.
Q:
Consumers derive expectations for service encounters from scripts.
Q:
A script is a schema representing an event.
Q:
A node is a concept within a schema that is the single best representative of some category.
Q:
A schema is a type of associative network that works as a cognitive representation of a phenomenon that provides meaning to that entity.
Q:
Every concept within a consumer's associative network is linked to every other concept.