Q&A Hero

Q: The ________ is designed to capture the individual's attitude toward acting with respect to an object rather than the attitude toward the object itself. A) theory-of-reasoned-action model B) trying-to-consume model C) attitude-toward-object model D) attitude-toward-behavior model E) attitude-toward-the-ad model

Q: Microsoft wants to measure public attitudes toward the default media-playing software included in its Windows operating system. Which of the following types of multiattribute attitude models would be most appropriate for Microsoft to use? A) theory-of-reasoned-action model B) trying-to-consume model C) attitude-toward-object model D) attitude-toward-behavior model E) attitude-toward-the-ad model

Q: According to the attitude-toward-object model, the consumer's attitude toward a product is a function of ________. A) price B) communication messages the consumer receives C) the presence or absence of certain product-specific beliefs or attitudes D) the consumer's intention to behave in a certain way E) consumers' subjective norms

Q: Attitude-toward-object, attitude-toward-behavior, and theory-of-reasoned-action models are examples of ________. A) tricomponent attitude models B) buyer intention scales C) attitude-change strategies D) self-perception theories E) multiattribute attitude models

Q: ________ portray consumers' attitudes with regard to an attitude object as a function of consumers' perceptions and assessment of the key attributes or beliefs of that object. A) Multiattribute attitude models B) Functional models C) Dual mediation models D) Cognitive dissonance theories E) Tricomponent attitude models

Q: ________ assess(es) the likelihood of a consumer purchasing a product or behaving in a certain way. A) Cognitive dissonance theory B) Buyer intention scales C) Attitude-change strategies D) Emotionally charged states E) Self-perception theory

Q: In marketing and consumer research, the conative component of the tricomponent attitude model is frequently treated as an expression of the consumer's ________. A) attitude B) level of familiarity C) intention to buy D) attitude toward the object E) ego-defensive function

Q: ________ is concerned with the likelihood or tendency than an individual will undertake a specific action or behave in a particular way with regard to the attitude object. A) Cognition B) Affectation C) Situation D) Perspective E) Conation

Q: Paula is a regular at Gino's Italian Bistro. She likes going there because the staff always recognizes her, greets her by name, and makes her feel welcome at the restaurant, so she feels an emotional connection with the staff and the restaurant. This is an example of the ________ component of her attitude toward Gino's. A) cognitive B) conative C) situational D) perspective E) affective

Q: Roy is looking to buy a new HDTV set. He knows from friends that LCD set screens reflect less light than plasma set screens, but that LCD sets are also more subject to blurring than plasma sets. This is an example of the ________ component of his attitude toward HDTVs. A) conative B) objective C) cognitive D) affective E) situational

Q: The ________ component of the tricomponent attitude model includes a consumer's emotions or feelings about a particular product or brand. A) conative B) objective C) cognitive D) affective E) situational

Q: ________ include the knowledge and perceptions that are acquired by a combination of direct experience with the attitude object and related information from varied sources. A) Affectations B) Emotions C) Cognitions D) Objectives E) Conations

Q: According to the ________, attitudes consist of three major components: a cognitive component, an effective component, and a conative component. A) dual mediation model B) tricomponent attitude model C) self-perception theory D) multiattribute attitude model E) functional approach

Q: Consumers who have a high need for cognition are likely to ________. A) form positive attitudes in response to ads that feature an attractive model or a celebrity B) form a positive attitude in response to ads or direct mail that are rich in product-related information C) form negative attitudes toward ads that are rich in product information D) feel neutral toward ads that feature attractive models or product information E) feel neutral toward ads that are rich in product-related information

Q: Attitudes that develop through ________ tend to be more confidently held, more enduring, and more resistant to attack than those developed via ________. A) direct experience; indirect experience B) internal attribution; external attribution C) utilitarian function; knowledge function D) cognition; emotions E) direct marketing; niche marketing

Q: Marketers that offer coupons and free samples of new products to entice consumers to try them understand the importance of ________ in attitude formation. A) subjective norms B) indirect experience C) ego defense D) attribution E) direct experience

Q: Which of the following is true of attitudes and their relationship with behavior? A) Attitudes are permanent, but the behaviors they reflect change over time. B) Consumers always demonstrate consistency between their attitudes and their behaviors. C) There is no demonstrable link between attitudes and behavior. D) When consumers are free to act as they wish, we anticipate that their actions will be consistent with their attitudes. E) Attitude change is always followed by behavior change.

Q: Attitudes stemming from ________ are more confidently held, more enduring, and more resistant to competitors' messages than attitudes originating from promotional messages only. A) print advertisements B) product usage C) websites D) television advertisements E) endorsers

Q: The shift from no attitude to an attitude is a result of ________. A) biological pressures B) environment C) learning D) genetic predisposition E) self defense

Q: John is conducting research on American attitudes toward European car brands, particularly Volkswagen, Volvo, Mercedes, and BMW. The car brands he is researching are ________. A) experiences B) attitudes C) objects D) attributions E) cognitions

Q: In a consumer behavior context, ________ are learned predispositions to behave in a consistently favorable or unfavorable way with respect to a given object. A) attitudes B) beliefs C) values D) feelings E) intentions

Q: From a marketer's perspective, ________ involves obtaining the desired result from using a particular product or service. A) the central route to persuasion B) copy testing C) positive reinforcement D) the peripheral route to persuasion E) negative reinforcement

Q: According to B.F. Skinner, ________. A) the kind of learning most characteristic of human beings is problem solving, which enables individuals to gain some control over their environment B) conditioned learning results when a stimulus that is paired with another stimulus that elicits a known response serves to produce the same response when used alone C) a person's level of involvement during message processing is a critical factor in determining which route to persuasion is likely to be effective D) most individual learning occurs in a controlled environment in which individuals are "rewarded" for choosing an appropriate behavior E) each aspect of the marketing mix must reinforce the others if cues are to serve as the stimuli that guide consumer actions in the direction desired by the marketer

Q: When Listerine, who makes mouthwash in the form of a liquid, introduced Listerine PocketPacks, a solid form of the product, it was an example of a ________. A) product form extension B) product category extension C) product line extension D) product differentiation strategy E) product generalization strategy

Q: It is difficult to overthrow a brand leader once stimulus discrimination has occurred because the leader has had a longer period to teach consumers to associate the brand name with the product. In general, the longer the period of learning, ________. A) the less likely the consumer is to discriminate B) the more likely the consumer is to discriminate C) the more likely the consumer is to generalize D) the more diverse the evoked set E) the more likely the consumer is to engage in vicarious learning

Q: The product imitator hopes that the consumer will ________, whereas the market leader wants the consumer to ________ among similar stimuli. A) discriminate; select B) generalize; discriminate C) select; generalize D) discriminate; generalize E) discriminate; differentiate

Q: ________ strategies are designed to distinguish a product or brand from that of competitors on the basis of an attribute that is relevant, meaningful, and valuable to consumers. A) Stimulus differentiation B) Product differentiation C) Stimulus discrimination D) Stimulus generalization E) Product discrimination

Q: When Breyers sells Oreo Cookies and Cream ice cream, Breyers purchases ground Oreo cookies for inclusion in the ice cream and prominently displays the Oreo name on its packaging. This is an example of ________. A) shaping B) licensing C) modeling D) family branding E) chunking

Q: ________ results in the selection of a specific stimulus from among similar stimuli. A) Stimulus generalization B) Stimulus discrimination C) Stimulus recognition D) Stimulus selection E) Stimulus differentiation

Q: Licensing is a marketing strategy that operates on the principle of ________. A) stimulus differentiation B) product category extensions C) repetition D) product line extensions E) stimulus generalization

Q: Campbell's Soup Company continues to add new food products to its product line under the Campbell's brand name. This is known as ________. A) corporate marketing B) family branding C) capital branding D) licensing E) positioning

Q: In ________, the marketer adds related products to an already established brand. A) product form extensions B) product category extensions C) product line extensions D) product differentiation E) product generalization

Q: Manufacturers of private-label brands try to make their packaging closely resemble the national brand leaders. They are hoping that consumers will engage in ________ and attribute the qualities of the leading national brand to the private-label brand by virtue of their similar packaging appearance. A) stimulus discrimination B) advertising wearout C) stimulus generalization D) family branding E) interference

Q: Lucy finds Coca-Cola to be refreshing and tasty. When she attributes this perception to all colas in red cans, she is engaging in ________. A) stimulus discrimination B) advertising wearout C) cosmetic variations D) stimulus generalization E) interference

Q: ________ is our tendency to make the same responses to slightly different stimuli. A) Stimulus discrimination B) Stimulus generation C) Stimulus generalization D) Classical conditioning E) Advertising wearout

Q: Chelsea confuses a private-label brand's packaging with that of a national brand leader. This is an example of ________. A) stimulus discrimination B) stimulus generalization C) cosmetic variations D) advertising wearout E) cognitive processing

Q: Marketing scholars who believe the ________ believe three exposures to an advertisement are needed: one to make consumers aware of the product, a second to show consumers the relevance of the product, and a third to remind them of the product. A) three-experience rule B) three-introduction principle C) three-hit theory D) three-knock standard E) three-exposure norm

Q: HSBC positions itself as "the world's local bank." A recent advertising campaign consisted of about 20 ads centered on the theme that "different values make the world a richer place." HSBC use of different cosmetic variations in their ads while repeating the same advertising theme is an attempt to avoid ________. A) advertising wearout B) the three-hit theory C) stimulus differentiation D) rehearsal E) stimulus generalization

Q: At some point, an individual can become satiated with numerous exposures to the same message, and both attention and retention will decline. This effect is known as ________. A) advertising wearout B) the three-hit theory C) stimulus differentiation D) rehearsal E) stimulus generalization

Q: ________ increases the strength of the association between a conditioned stimulus and an unconditioned stimulus and slows the process of forgetting. A) Feedback B) Perceptual defense C) Repetition D) Generalization E) Discrimination

Q: Under ________, the consumer can be viewed as an information seeker who uses logical and perceptual relations among events, along with his or her own preconceptions, to form a sophisticated representation of the world. A) negative reinforcement B) the unconditioned response framework C) advertising awareness D) cognitive associative learning E) stimulus discrimination

Q: In a consumer behavior context, the previously acquired consumer perception of an existing product is the ________. When consumers try a new product by the same brand because they believe that the new product embodies the same attribute with which the brand's existing products are associated, this is the ________. A) unconditioned stimulus; conditioned stimulus B) conditioned stimulus; conditioned response C) unconditioned stimulus; unconditioned response D) conditioned stimulus; unconditioned stimulus E) unconditioned response; conditioned response

Q: In a consumer behavior context, a(n) ________ might consist of a well known brand symbol that implies quality, whereas a(n) ________ might consist of new products bearing the well-known symbol. A) unconditioned stimulus; conditioned stimulus B) conditioned stimulus; conditioned response C) unconditioned stimulus; unconditioned response D) conditioned stimulus; unconditioned stimulus E) unconditioned response; conditioned response

Q: If you usually listen to the 6 o'clock news while waiting for dinner to be served, you would tend to associate the news with dinner, and eventually the sound of the 6 o'clock news alone might cause your mouth to water even if dinner was not being prepared. This is known as ________. A) instrumental conditioning B) classical conditioning C) conditional learning D) behavioral learning E) perceptual learning

Q: According to Pavlov's theory, ________. A) learning can occur only when responses are overt B) conditioned learning results when a stimulus that is paired with another stimulus that elicits a known response serves to produce the same response when used alone C) each aspect of the marketing mix must reinforce the others if cues are to serve as the stimuli that guide consumer actions in the direction desired by the marketer D) there is a limit to the amount of repetition that will aid retention E) learning depends on the ability of individuals to generalize

Q: Classical conditioning and instrumental conditioning theory are examples of ________. A) perception theories B) behavioral learning theories C) cognitive associative theory D) involvement theory E) cognitive learning theories

Q: ________ is based on the premise that observable responses to specific external stimuli signal that learning has taken place. A) Perceived learning B) Behavioral learning C) Cognitive learning D) Associative learning E) Modernist learning

Q: There are two different theories on how people learn the ________ theories and the ________ theories. A) behavioral; affective B) cognitive; rational C) behavioral; cognitive D) emotional; affective E) experiential; intentional

Q: At Gino's Italian Bistro, waitresses ask each table whether or not they have dined at Gino's before. A manager is sure to stop by every table with first-time guests to thank them for trying the restaurant and to encourage them to return. In this case, the manager visit constitutes ________ for the guests, making them feel like restaurant staff really care about the quality of their experience. A) feedback B) a cue C) a response D) a motive E) reinforcement

Q: ________ increase(s) the likelihood that a specific response will occur in the future as the result of particular cues or stimuli. A) Feedback B) Cues C) Response D) Motivation E) Reinforcement

Q: How individuals react to a drive or cue constitutes their ________. A) perceptual organization B) learning C) response D) motivation E) reinforcement

Q: In the marketplace, price, styling, packaging, advertising, and store displays all serve as ________ to help consumers fulfill their needs in product-specific ways. A) feedback B) cues C) response D) motivation E) reinforcement

Q: ________ serve to stimulate learning, and ________ are the stimuli that direct them. A) Motives; reinforcements B) Motives; cues C) Cues; responses D) Cues; motives E) Responses; reinforcements

Q: Unfilled needs lead to ________, which spurs learning. A) feedback B) cues C) response D) motivation E) reinforcement

Q: Learning acquired by accident or without much effort is known as ________ learning. A) intentional B) instrumental C) intrinsic D) incidental E) inexplicable

Q: Uncovering ________ is the primary objective of marketers as they seek to teach consumers how they can fill their needs by buying certain products and brands. A) consumer motives B) consumer cues C) covert responses D) overt responses E) reinforcement mechanisms

Q: Jonas knows the tagline from the local oil change vendor, which is frequently advertised on the radio station he listens to. However, Jonas does not have a car and is not interested in oil changes. His awareness of the tagline was most likely due to ________. A) intentional learning B) incidental learning C) cognitive learning D) negative reinforcement E) punishment

Q: From a marketing perspective, the process by which individuals acquire the purchase and consumption knowledge and experience that they apply to future related behavior, which evolves and changes as consumers acquire knowledge from experience, observation, and interactions with others to impact future behavior, is known as ________. A) brand loyalty B) brand equity C) positive reinforcement D) consumer learning E) perceptual blocking

Q: Differentiate between behavioral and attitudinal brand loyalty. What are the implications of each for a marketer?

Q: Use hemispheric lateralization in an explanation of how print advertisements are processed differently from television advertisements.

Q: Contrast high-involvement purchases with low-involvement purchases and note the challenges associated with the measurement of consumer involvement.

Q: Talk about the three systems or memory storehouses, and how information is stored.

Q: What is the split-brain theory?

Q: When and why do marketers use massed or distributed learning schedules?

Q: What are the three types of reinforcement schedules used by marketers to reward customers?

Q: What is licensing? What is the principle behind its success?

Q: Define and give one example of each of the following: a. product line extension b. product form extension

Q: How do some marketers make use of the concept of stimulus generalization?

Q: What is the theory of classical conditioning? Explain using an example.

Q: Inertia brand loyalty includes no consistent purchase of a given brand, in spite of strong attachment to it.

Q: The purpose of recognition and recall tests is to determine whether consumers remember seeing an ad and the extent to which they have read it and can recall its content.

Q: In high involvement situations, consumers who find fewer brands acceptable are narrow categorizers.

Q: Low-involvement purchases are not very important, hold little relevance, have little perceived risk, and provoke limited information processing.

Q: High-involvement purchases are important to the consumer in terms of perceived risk, so they provoke extensive problem solving and information search.

Q: When consumers are presented with information overload, they may encounter difficulty in encoding and storing it all.

Q: Rehearsal is the process by which we select a word or visual image to represent a perceived object.

Q: Once information is perceived, it is first stored in the short-term store, then the long-term store, then the sensory store.

Q: Although it is relatively easy to get information into the consumer's sensory store, it is difficult to make a lasting impression.

Q: Greater familiarity with the product category increases cognitive ability and learning during a new purchase decision, particularly with regard to technical information.

Q: A distributed ad campaign, with ads repeated on a regular basis, results in more long-term learning and is relatively immune to extinction.