Question 1

How might Ford Motor Co. apply the three methods of attitude change in its marketing activities?

Accepted Answer

There are three ways to change attitudes...

Question 2

Why is learning important to marketing?

Accepted Answer

The answer of Why is learning important to marketing?...

Question 3

A reference group that a person wishes to be a member of or wishes to be identified with is referred to as ________ group.

Accepted Answer

A)   a preference
B)   an associative
C)   an aspiration
D)   an assimilation
E)   an integratedF) C) and E)
G) A) and D)

Question 4

Febreze is an odor-controlling spray that is manufactured by Procter & Gamble. When Febreze was introduced, a few people in an Internet chat room stated that the product was harmful to house pets. Though untrue, the rumor spread. This is an example of

Accepted Answer

A)   negative word of mouth.
B)   a lack of back translation.
C)   propaganda.
D)   consumer ethnocentrism.
E)   poor opinion leadership.F) B) and D)
G) A) and E)

Question 5

A movie theater owner embedded brief messages during trailers before showing the feature film. The messages, which flashed on the screen for such a short time that moviegoers were not consciously aware of them, urged consumers to "Drink Coke" and to "Eat Popcorn," encouraging them to visit the snack lobby. Research has shown what about such messages?

Accepted Answer

A)   Selective perception overrides advertising messages.
B)   Selective exposure is difficult for marketers to surmount.
C)   Subliminal messages have limited effects on behavior.
D)   Subliminal perception enables marketers to motivate consumers to take an action.
E)   Subliminal messages were deemed illegal by the Federal Trade Commission at the time these were shown in the movie theater.F) A) and D)
G) B) and D)

Question 6

The initial stage in the consumer purchase decision process involves perceiving a difference between a person's ideal and actual situations big enough to trigger a decision. What is this stage called?

Accepted Answer

A)   prepurchase behavior
B)   alternative evaluation
C)   purchase decision
D)   problem recognition
E)   information searchF) A) and B)
G) B) and E)

Question 7

A(n)  ________ in the consumer purchase decision process occurs when consumers scan their memories for previous experiences with products or brands.

Accepted Answer

A)   problem recognition
B)   internal search
C)   external search
D)   purchase task
E)   antecedent stateF) B) and D)
G) A) and E)

Question 8

In behavioral learning, a need that moves an individual to action is

Accepted Answer

A)   a drive.
B)   a cue.
C)   an attitude.
D)   a response.
E)   a reinforcement.F) All of the above
G) A) and C)

Question 9

One evening while watching Hulu, your stomach growls. Before the next episode starts, you see an ad for Jimmy John's. You walk to the nearest shop and buy a sandwich, which tastes great. In terms of behavioral learning, your hunger is a

Accepted Answer

A)   reinforcement.
B)   cue.
C)   response.
D)   prompt.
E)   drive.F) B) and D)
G) B) and C)

Question 10

A favorable attitude toward and consistent purchase of a single brand over time is referred to as

Accepted Answer

A)   stimulus generalization.
B)   attitudinal discrimination.
C)   brand loyalty.
D)   behavioral preference.
E)   consumer allegiance.F) A) and B)
G) A) and E)

Question 11

Food in the Maslow hierarchy of needs is an example of a ________ need.

Accepted Answer

A)   self-actualization
B)   personal
C)   social
D)   safety
E)   physiologicalF) A) and E)
G) None of the above

Question 12

Edison noticed that prices at a new video game rental website were lower than those at most of the other gaming websites or retail stores such as Game Stop. He is exhibiting

Accepted Answer

A)   cognitive dissonance.
B)   selective retention.
C)   selective comprehension.
D)   stimulus discrimination.
E)   stimulus generalization.F) B) and E)
G) C) and D)

Question 13

Advertising explains that the drug Plavix works by preventing plaque buildup in arteries that can cause heart attack and stroke. This is an example of

Accepted Answer

A)   using a cognitive learning technique.
B)   using a behavioral learning technique.
C)   reducing perceived risk.
D)   creating stimulus generalization.
E)   using an attitudinal learning technique.F) A) and E)
G) C) and E)

Question 14

When Kia Motors offered a 10-year, 100,000-mile warranty for its Kia Soul automobile, its strategy was to reduce consumers' ________ and encourage purchases.

Accepted Answer

A)   behavioral learning
B)   cognitive learning
C)   brand loyalty
D)   perceived risk
E)   postpurchase dissonanceF) A) and D)
G) A) and C)

Question 15

Which of the following statements about subliminal perception is most accurate?

Accepted Answer

A)   The Federal Communications Commission (FC
C)   believes that subliminal perception can be effective with a large majority of consumers.
B)   Subliminal messages are illegal in the United States.
C)   Subliminal messages are more effective now due to the advances in computer-generated images in movies and TV programs.
D)   About half of U.S. consumers think that subliminal messages can cause them to buy products and services they don't want.
E)   The use of subliminal messaging is monitored by the Better Business Bureau.F) B) and E)
G) A) and C)

Question 16

In the Maslow hierarchy of needs, a health insurance policy would satisfy a ________ need.

Accepted Answer

A)   physiological
B)   safety
C)   social
D)   personal
E)   self-actualizationF) A) and C)
G) B) and E)

Question 17

When the state of Virginia touts the slogan "Virginia is for Lovers," it is trying to appeal to people's ________ in order to attract them as potential residents, part of its workforce, or vacationers.

Accepted Answer

A)   self-concept
B)   individualized perception
C)   self-evaluation
D)   self-actualization
E)   personal perceptionF) C) and D)
G) D) and E)

Question 18

Pepsi-Cola made "freshness" an important product attribute when it stamped freshness dates on its cans. Prior to doing so, few consumers considered freshness a relevant issue for soft drinks. Pepsi-Cola tried to change consumers' attitudes toward its soft drinks by

Accepted Answer

A)   changing beliefs about the extent to which a brand has a specific attribute.
B)   changing the perceived importance of a specific attribute.
C)   adding a new attribute.
D)   reducing perceived risk.
E)   providing stimulus generalization.F) A) and B)
G) A) and C)

Question 19

In the VALS framework, consumers motivated by achievement look for products and services that demonstrate success to their peers or to a peer group they aspire to. A segment of the achievement-motivated groups, known as ________, have low resources and live in the moment. Although they would like to improve their lives, they have difficulty doing so.

Accepted Answer

A)   Strivers
B)   Experiencers
C)   Believers
D)   Makers
E)   SurvivorsF) C) and D)
G) D) and E)

Question 20

The book The Secret Sales Pitch: An Overview of Subliminal Advertising is about subliminal messages, which reflect what kind of potential influence on the consumer decision making process?

Accepted Answer

A)   sociocultural
B)   situational
C)   psychological
D)   acculturational
E)   attitudinalF) None of the above
G) All of the above

Exam 4: Understanding Consumer Behavior

How might Ford Motor Co. apply the three methods of attitude change in its marketing activities?

Correct Answer
verified
There are three ways to change attitudes...
View Answer

Which of the following statements about subliminal perception is most accurate?

Correct Answer
verified

In behavioral learning, a need that moves an individual to action is

Correct Answer
verified

Correct Answer
verified

A favorable attitude toward and consistent purchase of a single brand over time is referred to as

Correct Answer
verified

One evening while watching Hulu, your stomach growls. Before the next episode starts, you see an ad for Jimmy John's. You walk to the nearest shop and buy a sandwich, which tastes great. In terms of behavioral learning, your hunger is a

Correct Answer
verified

Febreze is an odor-controlling spray that is manufactured by Procter & Gamble. When Febreze was introduced, a few people in an Internet chat room stated that the product was harmful to house pets. Though untrue, the rumor spread. This is an example of

Correct Answer
verified

Why is learning important to marketing?

Correct Answer
verified

Food in the Maslow hierarchy of needs is an example of a ________ need.

Correct Answer
verified

A(n) ________ in the consumer purchase decision process occurs when consumers scan their memories for previous experiences with products or brands.

Correct Answer
verified

Pepsi-Cola made "freshness" an important product attribute when it stamped freshness dates on its cans. Prior to doing so, few consumers considered freshness a relevant issue for soft drinks. Pepsi-Cola tried to change consumers' attitudes toward its soft drinks by

Correct Answer
verified

Advertising explains that the drug Plavix works by preventing plaque buildup in arteries that can cause heart attack and stroke. This is an example of

Correct Answer
verified

When the state of Virginia touts the slogan "Virginia is for Lovers," it is trying to appeal to people's ________ in order to attract them as potential residents, part of its workforce, or vacationers.

Correct Answer
verified

Edison noticed that prices at a new video game rental website were lower than those at most of the other gaming websites or retail stores such as Game Stop. He is exhibiting

Correct Answer
verified

The initial stage in the consumer purchase decision process involves perceiving a difference between a person's ideal and actual situations big enough to trigger a decision. What is this stage called?

Correct Answer
verified

A reference group that a person wishes to be a member of or wishes to be identified with is referred to as ________ group.

Correct Answer
verified

In the Maslow hierarchy of needs, a health insurance policy would satisfy a ________ need.

Correct Answer
verified

When Kia Motors offered a 10-year, 100,000-mile warranty for its Kia Soul automobile, its strategy was to reduce consumers' ________ and encourage purchases.

Correct Answer
verified

The book The Secret Sales Pitch: An Overview of Subliminal Advertising is about subliminal messages, which reflect what kind of potential influence on the consumer decision making process?

Correct Answer
verified

Correct Answer
verified

Exam 4: Understanding Consumer Behavior

How might Ford Motor Co. apply the three methods of attitude change in its marketing activities?

Correct AnswerverifiedThere are three ways to change attitudes...View AnswerShow Answer

Which of the following statements about subliminal perception is most accurate?

Correct AnswerverifiedShow Answer

In behavioral learning, a need that moves an individual to action is

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

A favorable attitude toward and consistent purchase of a single brand over time is referred to as

Correct AnswerverifiedShow Answer

One evening while watching Hulu, your stomach growls. Before the next episode starts, you see an ad for Jimmy John's. You walk to the nearest shop and buy a sandwich, which tastes great. In terms of behavioral learning, your hunger is a

Correct AnswerverifiedShow Answer

Febreze is an odor-controlling spray that is manufactured by Procter & Gamble. When Febreze was introduced, a few people in an Internet chat room stated that the product was harmful to house pets. Though untrue, the rumor spread. This is an example of

Correct AnswerverifiedShow Answer

Why is learning important to marketing?

Correct AnswerverifiedShow Answer

Food in the Maslow hierarchy of needs is an example of a ________ need.

Correct AnswerverifiedShow Answer

A(n) ________ in the consumer purchase decision process occurs when consumers scan their memories for previous experiences with products or brands.

Correct AnswerverifiedShow Answer

Pepsi-Cola made "freshness" an important product attribute when it stamped freshness dates on its cans. Prior to doing so, few consumers considered freshness a relevant issue for soft drinks. Pepsi-Cola tried to change consumers' attitudes toward its soft drinks by

Correct AnswerverifiedShow Answer

Advertising explains that the drug Plavix works by preventing plaque buildup in arteries that can cause heart attack and stroke. This is an example of

Correct AnswerverifiedShow Answer

When the state of Virginia touts the slogan "Virginia is for Lovers," it is trying to appeal to people's ________ in order to attract them as potential residents, part of its workforce, or vacationers.

Correct AnswerverifiedShow Answer

Edison noticed that prices at a new video game rental website were lower than those at most of the other gaming websites or retail stores such as Game Stop. He is exhibiting

Correct AnswerverifiedShow Answer

The initial stage in the consumer purchase decision process involves perceiving a difference between a person's ideal and actual situations big enough to trigger a decision. What is this stage called?

Correct AnswerverifiedShow Answer

A reference group that a person wishes to be a member of or wishes to be identified with is referred to as ________ group.

Correct AnswerverifiedShow Answer

In the Maslow hierarchy of needs, a health insurance policy would satisfy a ________ need.

Correct AnswerverifiedShow Answer

When Kia Motors offered a 10-year, 100,000-mile warranty for its Kia Soul automobile, its strategy was to reduce consumers' ________ and encourage purchases.

Correct AnswerverifiedShow Answer

The book The Secret Sales Pitch: An Overview of Subliminal Advertising is about subliminal messages, which reflect what kind of potential influence on the consumer decision making process?

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Correct Answer
verified
There are three ways to change attitudes...
View Answer

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Correct Answer
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Correct Answer
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