Question 1

Which of the following colors would be most appropriate when the goal of a retail store is to stimulate quick purchases or activity?

Accepted Answer

A)  Blue 
B)  Green 
C)  Violet 
D)  Red 
E)  Gray 
A)  Blue 
B)  Green 
C)  Violet 
D)  Red 
E)  Gray

Question 2

The goal of transformational advertising is to

Accepted Answer

A)  persuade consumers using a number of arguments. 
B)  persuade consumers using forceful arguments. 
C)  reposition brand extensions so that consumers will process them through central route processing. 
D)  associate the product usage experience with unique psychological characteristics. 
E)  increase positive affect. 
A)  persuade consumers using a number of arguments. 
B)  persuade consumers using forceful arguments. 
C)  reposition brand extensions so that consumers will process them through central route processing. 
D)  associate the product usage experience with unique psychological characteristics. 
E)  increase positive affect.

Question 3

Consumers may infer that a luxury watch is classy because it is shown with other classy things.

Accepted Answer

A) True 
 B)False

Question 4

A conditioned stimulus is something that,by itself,

Accepted Answer

A)  does not elicit an automatic response. 
B)  elicits an automatic response. 
C)  stimulates an involuntary response. 
D)  stimulates several involuntary responses. 
E)  conditions neural pathways to aid in the formation of schemas. 
A)  does not elicit an automatic response. 
B)  elicits an automatic response. 
C)  stimulates an involuntary response. 
D)  stimulates several involuntary responses. 
E)  conditions neural pathways to aid in the formation of schemas.

Question 5

Nathan did not like an ad and because of this,he did not believe the ad's claims and he did not like the brand.This is an example of the

Accepted Answer

A)  favorable attitude theory. 
B)  affective reaction law. 
C)  cognition/affect hypothesis. 
D)  evaluative consistency theory. 
E)  dual-mediation hypothesis. 
A)  favorable attitude theory. 
B)  affective reaction law. 
C)  cognition/affect hypothesis. 
D)  evaluative consistency theory. 
E)  dual-mediation hypothesis.

Question 6

Studies show that conditioning is most likely to occur when

Accepted Answer

A)  the conditioned stimulus-unconditioned stimulus link is relatively novel or unknown. 
B)  there is a high level of elaboration. 
C)  there is a firmly established schema. 
D)  the conditioned stimulus is consistently paired with the unconditioned stimulus. 
E)  central issues or arguments are presented in the conditioning. 
A)  the conditioned stimulus-unconditioned stimulus link is relatively novel or unknown. 
B)  there is a high level of elaboration. 
C)  there is a firmly established schema. 
D)  the conditioned stimulus is consistently paired with the unconditioned stimulus. 
E)  central issues or arguments are presented in the conditioning.

Question 7

Ryan could tell after only a minute in his first statistics class that it was going to be a long semester.Consumers who make assessments about situations based on little or no conscious thought are making

Accepted Answer

A)  inaccurate observations. 
B)  peripheral referencing. 
C)  body feedback. 
D)  thin-slice judgments. 
E)  snap decisions. 
A)  inaccurate observations. 
B)  peripheral referencing. 
C)  body feedback. 
D)  thin-slice judgments. 
E)  snap decisions.

Question 8

A consumer sees a television ad for athletic shoes with a famous basketball player and thinks,"This must be a good product if he is endorsing it because he is an expert on basketball." This is an example of a(n)

Accepted Answer

A)  persuasive speaker. 
B)  memorable source aiding in encoding associations about the product. 
C)  credible source used to make an inference about the product. 
D)  attractive source aiding in raising the attention levels of the viewer. 
E)  focus on the central arguments in persuasion. 
A)  persuasive speaker. 
B)  memorable source aiding in encoding associations about the product. 
C)  credible source used to make an inference about the product. 
D)  attractive source aiding in raising the attention levels of the viewer. 
E)  focus on the central arguments in persuasion.

Question 9

When consumers are exerting little effort to forming attitudes,they only use cognitive processing.

Accepted Answer

A) True 
 B)False

Question 10

Carlos was not paying much attention to the commercial for ALZ stomach medicine,but he did notice that a famous medical researcher was endorsing it.This ad can still be persuasive because the source can

Accepted Answer

A)  help in recalling the brand name. 
B)  aid in recalling the message. 
C)  help in processing the central arguments of the message. 
D)  serve as a heuristic for making a simplified judgment. 
E)  increase the persuasiveness of the peripheral arguments of the message. 
A)  help in recalling the brand name. 
B)  aid in recalling the message. 
C)  help in processing the central arguments of the message. 
D)  serve as a heuristic for making a simplified judgment. 
E)  increase the persuasiveness of the peripheral arguments of the message.

Question 11

Design an advertising campaign using classical conditioning to make consumers feel adventurous when they think of your brand of chewing gum.

Accepted Answer

To design an advertising campaign using

Question 12

The study of low elaboration affective processes could include all of the following areas except

Accepted Answer

A)  the theory of reasoned action. 
B)  the mere exposure effect. 
C)  classical conditioning. 
D)  an attitude toward the ad. 
E)  mood. 
A)  the theory of reasoned action. 
B)  the mere exposure effect. 
C)  classical conditioning. 
D)  an attitude toward the ad. 
E)  mood.

Question 13

If consumers really like an ad,

Accepted Answer

A)  they may have fewer associations to the brand advertised. 
B)  classical conditioning is likely to occur. 
C)  this affect may transfer from the ad to the brand. 
D)  their involvement in processing the ad may decrease. 
E)  source derogations may increase. 
A)  they may have fewer associations to the brand advertised. 
B)  classical conditioning is likely to occur. 
C)  this affect may transfer from the ad to the brand. 
D)  their involvement in processing the ad may decrease. 
E)  source derogations may increase.

Question 14

Explain the relationship a between a consumer liking an ad and brand attitude.

Accepted Answer

The relationship between a consumer liki

Question 15

Learning that occurs from repetition rather than from conscious processing is known as

Accepted Answer

A)  constant exposure. 
B)  active processing. 
C)  unpersuasive exposure. 
D)  incidental learning. 
E)  message acquisition. 
A)  constant exposure. 
B)  active processing. 
C)  unpersuasive exposure. 
D)  incidental learning. 
E)  message acquisition.

Question 16

Music is frequently used in marketing communications.What are the potential positive effects of music on attitudes?

Accepted Answer

Music can have several positive effects

Question 17

All attitude formation by consumers in a low effort situation occurs at a conscious level.

Accepted Answer

A) True 
 B)False

Question 18

In low effort situations,information about brands is processed through the central route.

Accepted Answer

A) True 
 B)False

Question 19

Scratch-and-sniff ads are an example of attempts by marketers to ____ consumers.

Accepted Answer

A)  increase the support arguments of 
B)  increase the involvement of 
C)  simplify processing by 
D)  decrease the effect of 
E)  generate more complex category-based processing in 
A)  increase the support arguments of 
B)  increase the involvement of 
C)  simplify processing by 
D)  decrease the effect of 
E)  generate more complex category-based processing in

Question 20

When is conditioning most likely to occur?

Accepted Answer

Conditioning is most likely to occur whe

Which of the following colors would be most appropriate when the goal of a retail store is to stimulate quick purchases or activity?

The goal of transformational advertising is to

Consumers may infer that a luxury watch is classy because it is shown with other classy things.

A conditioned stimulus is something that,by itself,

Nathan did not like an ad and because of this,he did not believe the ad's claims and he did not like the brand.This is an example of the

Studies show that conditioning is most likely to occur when

Ryan could tell after only a minute in his first statistics class that it was going to be a long semester.Consumers who make assessments about situations based on little or no conscious thought are making

A consumer sees a television ad for athletic shoes with a famous basketball player and thinks,"This must be a good product if he is endorsing it because he is an expert on basketball." This is an example of a(n)

When consumers are exerting little effort to forming attitudes,they only use cognitive processing.

Carlos was not paying much attention to the commercial for ALZ stomach medicine,but he did notice that a famous medical researcher was endorsing it.This ad can still be persuasive because the source can

Design an advertising campaign using classical conditioning to make consumers feel adventurous when they think of your brand of chewing gum.

The study of low elaboration affective processes could include all of the following areas except

If consumers really like an ad,

Explain the relationship a between a consumer liking an ad and brand attitude.

Learning that occurs from repetition rather than from conscious processing is known as

Music is frequently used in marketing communications.What are the potential positive effects of music on attitudes?

All attitude formation by consumers in a low effort situation occurs at a conscious level.

In low effort situations,information about brands is processed through the central route.

Scratch-and-sniff ads are an example of attempts by marketers to ____ consumers.

When is conditioning most likely to occur?

Understanding Consumer Behavior

Motivation, Ability, and Opportunity

From Exposure to Comprehension

Memory and Knowledge

Attitudes Based on High Effort

Problem Recognition and Information Search

Judgment and Decision Making Based on High Effort

Judgment and Decision Making Based on Low Effort

Post-Decision Processes

Social Influences on Consumer Behavior

Consumer Diversity

Household and Social Class Influences

Psychographics: Values, Personality, and Lifestyles

Innovations: Adoption, Resistance, and Diffusion

Symbolic Consumer Behavior

Marketing,Ethics,and Social Responsibility in Today's Consumer Society

Filters

Exam 6: Attitudes Based on Low Effort

Which of the following colors would be most appropriate when the goal of a retail store is to stimulate quick purchases or activity?

The goal of transformational advertising is to

Consumers may infer that a luxury watch is classy because it is shown with other classy things.

A conditioned stimulus is something that,by itself,

Nathan did not like an ad and because of this,he did not believe the ad's claims and he did not like the brand.This is an example of the

Studies show that conditioning is most likely to occur when

Ryan could tell after only a minute in his first statistics class that it was going to be a long semester.Consumers who make assessments about situations based on little or no conscious thought are making

A consumer sees a television ad for athletic shoes with a famous basketball player and thinks,"This must be a good product if he is endorsing it because he is an expert on basketball." This is an example of a(n)

When consumers are exerting little effort to forming attitudes,they only use cognitive processing.

Carlos was not paying much attention to the commercial for ALZ stomach medicine,but he did notice that a famous medical researcher was endorsing it.This ad can still be persuasive because the source can

Design an advertising campaign using classical conditioning to make consumers feel adventurous when they think of your brand of chewing gum.

The study of low elaboration affective processes could include all of the following areas except

If consumers really like an ad,

Explain the relationship a between a consumer liking an ad and brand attitude.

Learning that occurs from repetition rather than from conscious processing is known as

Music is frequently used in marketing communications.What are the potential positive effects of music on attitudes?

All attitude formation by consumers in a low effort situation occurs at a conscious level.

In low effort situations,information about brands is processed through the central route.

Scratch-and-sniff ads are an example of attempts by marketers to ____ consumers.

When is conditioning most likely to occur?

Understanding Consumer Behavior

Motivation, Ability, and Opportunity

From Exposure to Comprehension

Memory and Knowledge

Attitudes Based on High Effort

Problem Recognition and Information Search

Judgment and Decision Making Based on High Effort

Judgment and Decision Making Based on Low Effort

Post-Decision Processes

Social Influences on Consumer Behavior

Consumer Diversity

Household and Social Class Influences

Psychographics: Values, Personality, and Lifestyles

Innovations: Adoption, Resistance, and Diffusion

Symbolic Consumer Behavior

Marketing,Ethics,and Social Responsibility in Today's Consumer Society

Filters