Question 1

To combat cognitive dissonance,consumers are more likely to read ads for brands they have already purchased than for new products or competing brands.

Accepted Answer

A) True 
 B)False

Question 2

Kate,a hard working employee,feels fatigued due to her heavy workload.She longs to take a vacation and visits an exotic place.Which of the following transformational motives is she influenced by?

Accepted Answer

A)  Sensory gratification 
B)  Intellectual stimulation 
C)  Social approval 
D)  Problem avoidance 
E)  Normal depletion 
A)  Sensory gratification 
B)  Intellectual stimulation 
C)  Social approval 
D)  Problem avoidance 
E)  Normal depletion

Question 3

Jane,a high school student,dresses like her friends,copies their hairstyle,watches the same television shows,and agrees to their opinions on many subjects.Which of the following is a term used to describe her friends who exert substantial influence on her?

Accepted Answer

A)  Early adopters 
B)  Focus group 
C)  Social class 
D)  Evoked set 
E)  Reference group 
A)  Early adopters 
B)  Focus group 
C)  Social class 
D)  Evoked set 
E)  Reference group

Question 4

Paula always drinks a Softpop,a brand of soda.If the department store where she usually shops does not stock Softpop,she refuses to buy a different brand and goes to another store to find it.In this instance,she displays _____ for Softpop through her behavior.

Accepted Answer

A)  brand reflection 
B)  brand loyalty 
C)  brand heritage 
D)  brand value 
E)  brand equity 
A)  brand reflection 
B)  brand loyalty 
C)  brand heritage 
D)  brand value 
E)  brand equity

Question 5

Which of the following defines brand interest?

Accepted Answer

A)  It refers to the extent to which a brand is recognized by customers. 
B)  It refers to the goodwill earned by a brand over a period of time. 
C)  It refers to an individual's openness or curiosity about a brand. 
D)  It refers to the core characteristics and values of a brand. 
E)  It refers to the consumer's decision to repurchase a brand continually. 
A)  It refers to the extent to which a brand is recognized by customers. 
B)  It refers to the goodwill earned by a brand over a period of time. 
C)  It refers to an individual's openness or curiosity about a brand. 
D)  It refers to the core characteristics and values of a brand. 
E)  It refers to the consumer's decision to repurchase a brand continually.

Question 6

An advertisement for an elite school invites students "who want to be more,who can be more,and who dare to be more" to call or write for additional information.According to Maslow's hierarchy of needs,this advertisement is a promotional appeal to one's _____ need.

Accepted Answer

A)  physiological 
B)  safety 
C)  social 
D)  esteem 
E)  self-actualization 
A)  physiological 
B)  safety 
C)  social 
D)  esteem 
E)  self-actualization

Question 7

An advertisement for a plaque removing kit in a leading dental magazine encourages dentists to first use it and then recommend it to their patients.Which type of market does the advertisement address? Briefly explain your answer.

Accepted Answer

The advertisement addresses th

Question 8

Which of the following is true of mental files?

Accepted Answer

A)  Memory is not affected by a person's biases. 
B)  It is important that advertisers understand what is in the consumer's mental files. 
C)  Memory is an unlimited resource. 
D)  Advertisers cannot modify consumers' mental files. 
E)  Information in mental files is stored randomly. 
A)  Memory is not affected by a person's biases. 
B)  It is important that advertisers understand what is in the consumer's mental files. 
C)  Memory is an unlimited resource. 
D)  Advertisers cannot modify consumers' mental files. 
E)  Information in mental files is stored randomly.

Question 9

_____ occur(s)when the change in belief,attitude,or behavioral intention is caused by promotion communication.

Accepted Answer

A)  Wants 
B)  Needs 
C)  Perception 
D)  Utility 
E)  Persuasion 
A)  Wants 
B)  Needs 
C)  Perception 
D)  Utility 
E)  Persuasion

Question 10

_____ remind(s)current customers of the value of their original purchase and encourage them to continue purchasing.

Accepted Answer

A)  Brand loyalty 
B)  Acquiring habits 
C)  Informational motives 
D)  Reinforcing habits 
E)  Patronizing habits 
A)  Brand loyalty 
B)  Acquiring habits 
C)  Informational motives 
D)  Reinforcing habits 
E)  Patronizing habits

Question 11

Which of the following is a nonpersonal influencing factor?

Accepted Answer

A)  Family 
B)  Culture 
C)  Society 
D)  Environment 
E)  Religion 
A)  Family 
B)  Culture 
C)  Society 
D)  Environment 
E)  Religion

Question 12

_____ refers to the underlying forces that contribute to our actions.

Accepted Answer

A)  Exchange 
B)  Utility 
C)  Habit 
D)  Motivation 
E)  Attitude 
A)  Exchange 
B)  Utility 
C)  Habit 
D)  Motivation 
E)  Attitude

Question 13

Which of the following contributes to the development of interests,attitudes,beliefs,preferences,prejudices,emotions,and standards of conduct-all of which affect,among other things,one's eventual purchase decisions?

Accepted Answer

A)  Stimulation 
B)  Perception 
C)  Simulation 
D)  Learning 
E)  Cognition 
A)  Stimulation 
B)  Perception 
C)  Simulation 
D)  Learning 
E)  Cognition

Question 14

Write a short note on opinion leaders.

Accepted Answer

An opinion leader is some person or orga

Question 15

_____ motives are also called informational motives because the consumer actively seeks information to reduce the mental state.

Accepted Answer

A)  Reward 
B)  Negatively originated 
C)  Transformational 
D)  Social approval 
E)  Intrinsic 
A)  Reward 
B)  Negatively originated 
C)  Transformational 
D)  Social approval 
E)  Intrinsic

Question 16

Warm Hearths,a home fashion magazine,is designed to appeal to people who want to know the latest trends in interior design.It features articles about various styles of furniture,fabrics,and artwork for American houses.On its Web site,viewers can see the product lines of different companies.In terms of markets,this magazine most likely targets the _____ market.

Accepted Answer

A)  reseller 
B)  industrial 
C)  consumer 
D)  business 
E)  government 
A)  reseller 
B)  industrial 
C)  consumer 
D)  business 
E)  government

Question 17

Personal processes refer to the mental and emotional processes and the physical activities of people who purchase and use goods and services to satisfy needs and wants.

Accepted Answer

A) True 
 B)False

Question 18

_____ are the basic,often instinctive,human forces that motivate us to do something.

Accepted Answer

A)  Needs 
B)  Motives 
C)  Stimuli 
D)  Attitudes 
E)  Habits 
A)  Needs 
B)  Motives 
C)  Stimuli 
D)  Attitudes 
E)  Habits

Question 19

Problem removal and problem avoidance are negatively originated motives.

Accepted Answer

A) True 
 B)False

Question 20

Which of the following is the first step of the consumer decision process?

Accepted Answer

A)  Problem recognition 
B)  Evaluation and selection 
C)  Postpurchase behavior 
D)  Information search 
E)  Store choice and purchase 
A)  Problem recognition 
B)  Evaluation and selection 
C)  Postpurchase behavior 
D)  Information search 
E)  Store choice and purchase

To combat cognitive dissonance,consumers are more likely to read ads for brands they have already purchased than for new products or competing brands.

Kate,a hard working employee,feels fatigued due to her heavy workload.She longs to take a vacation and visits an exotic place.Which of the following transformational motives is she influenced by?

Jane,a high school student,dresses like her friends,copies their hairstyle,watches the same television shows,and agrees to their opinions on many subjects.Which of the following is a term used to describe her friends who exert substantial influence on her?

Paula always drinks a Softpop,a brand of soda.If the department store where she usually shops does not stock Softpop,she refuses to buy a different brand and goes to another store to find it.In this instance,she displays _____ for Softpop through her behavior.

Which of the following defines brand interest?

An advertisement for an elite school invites students "who want to be more,who can be more,and who dare to be more" to call or write for additional information.According to Maslow's hierarchy of needs,this advertisement is a promotional appeal to one's _____ need.

An advertisement for a plaque removing kit in a leading dental magazine encourages dentists to first use it and then recommend it to their patients.Which type of market does the advertisement address? Briefly explain your answer.

Which of the following is true of mental files?

_____ occur(s)when the change in belief,attitude,or behavioral intention is caused by promotion communication.

_____ remind(s)current customers of the value of their original purchase and encourage them to continue purchasing.

Which of the following is a nonpersonal influencing factor?

_____ refers to the underlying forces that contribute to our actions.

Which of the following contributes to the development of interests,attitudes,beliefs,preferences,prejudices,emotions,and standards of conduct-all of which affect,among other things,one's eventual purchase decisions?

Write a short note on opinion leaders.

_____ motives are also called informational motives because the consumer actively seeks information to reduce the mental state.

Personal processes refer to the mental and emotional processes and the physical activities of people who purchase and use goods and services to satisfy needs and wants.

_____ are the basic,often instinctive,human forces that motivate us to do something.

Problem removal and problem avoidance are negatively originated motives.

Which of the following is the first step of the consumer decision process?

Advertising and IMC Today

The Big Picture: The Evolution of Advertising and Imc

The Big Picture: Economic and Regulatory Aspects

The Scope of Advertising: From Local to Global

Market Segmentation and the Marketing Mix

Research

Marketing and Imc Planning

Planning Media Strategy

Creative Strategy and the Creative Process

Creative Execution

Print, Electronic, and Digital Media Production

Using Print Media

Using Electronic Media

Using Digital Interactive Media

Social Media

Using Out-Of-Home, Exhibitive, and Supplementary Media

Relationship Building

Relationship Building

Filters

Exam 5: Marketing and Consumer Behavior

To combat cognitive dissonance,consumers are more likely to read ads for brands they have already purchased than for new products or competing brands.

Kate,a hard working employee,feels fatigued due to her heavy workload.She longs to take a vacation and visits an exotic place.Which of the following transformational motives is she influenced by?

Jane,a high school student,dresses like her friends,copies their hairstyle,watches the same television shows,and agrees to their opinions on many subjects.Which of the following is a term used to describe her friends who exert substantial influence on her?

Paula always drinks a Softpop,a brand of soda.If the department store where she usually shops does not stock Softpop,she refuses to buy a different brand and goes to another store to find it.In this instance,she displays _____ for Softpop through her behavior.

Which of the following defines brand interest?

An advertisement for an elite school invites students "who want to be more,who can be more,and who dare to be more" to call or write for additional information.According to Maslow's hierarchy of needs,this advertisement is a promotional appeal to one's _____ need.

An advertisement for a plaque removing kit in a leading dental magazine encourages dentists to first use it and then recommend it to their patients.Which type of market does the advertisement address? Briefly explain your answer.

Which of the following is true of mental files?

_____ occur(s)when the change in belief,attitude,or behavioral intention is caused by promotion communication.

_____ remind(s)current customers of the value of their original purchase and encourage them to continue purchasing.

Which of the following is a nonpersonal influencing factor?

_____ refers to the underlying forces that contribute to our actions.

Which of the following contributes to the development of interests,attitudes,beliefs,preferences,prejudices,emotions,and standards of conduct-all of which affect,among other things,one's eventual purchase decisions?

Write a short note on opinion leaders.

_____ motives are also called informational motives because the consumer actively seeks information to reduce the mental state.

Personal processes refer to the mental and emotional processes and the physical activities of people who purchase and use goods and services to satisfy needs and wants.

_____ are the basic,often instinctive,human forces that motivate us to do something.

Problem removal and problem avoidance are negatively originated motives.

Which of the following is the first step of the consumer decision process?

Advertising and IMC Today

The Big Picture: The Evolution of Advertising and Imc

The Big Picture: Economic and Regulatory Aspects

The Scope of Advertising: From Local to Global

Market Segmentation and the Marketing Mix

Research

Marketing and Imc Planning

Planning Media Strategy

Creative Strategy and the Creative Process

Creative Execution

Print, Electronic, and Digital Media Production

Using Print Media

Using Electronic Media

Using Digital Interactive Media

Social Media

Using Out-Of-Home, Exhibitive, and Supplementary Media

Relationship Building

Relationship Building

Filters