Deck 5: Advertising Integrated Brand Promotion and Consumer Behavior

Question 1

Advertising clutter derives from the context in which ads are processed.

Answer 1

True

Question 2

While grocery shopping, Kate picks up the "Krispys" cereal instead of the usual cereal that she buys every day.
This is an example of variety seeking.

Answer 2

True

Question 3

While purchases based on brand loyalty are merely consumption simplifiers, purchases based on habit are the result of a strong commitment to a brand.

Answer 3

False

Question 4

When consumers believe their brand to be more popular than it actually is, it is called an accessibility bonus.

Question 5

When consumers are inexperienced in a particular consumption setting, yet find the setting highly involving, they are likely to engage in extended problem solving.

Question 6

An individual would tend to have higher involvement in a purchase of an item if it is of a lower price.

Question 7

An internal search for information is never sufficient and requires an external search for consumers to find what they want.

Question 8

Advertising has never been able to point out or activate a need state, but it has been able to provide information on how to alleviate the discomfort of an existing unfulfilled need.

Question 9

Shortly after Juan bought a Ford truck, he began to doubt his purchasing decision and nervously questioned himself on whether the Toyota or Chevy trucks were better deals.He started wondering if he made the right purchase.The process Juan is experiencing is called an internal search.

Question 10

Although cultures participate in rituals, consumers do not participate in rituals.

Question 11

Viewing consumers as social beings allows advertisers to focus on the attitudes they have toward brands, which are much more important than the meanings they associate with brands.

Question 12

Without customer attention, there is no chance that an advertiser's message will have its desired impact.

Question 13

Jerome always buys Coke, and only Coke-not Pepsi or any other cola brand.Consumers like Jerome, who
repeatedly purchase a single brand to fulfill a specific need, are demonstrating brand loyalty.

Question 14

Experience and involvement are both low in the extended problem solving decision making mode.

Question 15

The consumption process is based on the sequence of four stages: need recognition, information search and alternative evaluation, purchase, and postpurchase use and evaluation.

Question 16

A consumer-brand relationship is the same as that between friends or siblings.

Question 17

Evaluative criteria are universal traits or attributes that pertain to all product categories and are used as rating factors when making purchases.

Question 18

When researchers study consumer behavior, they study a process that begins with product evaluation and ends with the perception of a need.

Question 19

Advertisements that are not consistent with the values of people, a society, or a culture are likely to stand out, demand attention, and be remembered and accepted.

Question 20

Advertising can influence both internal and external searches.

Question 21

The set of brands that comes to mind when a category is mentioned is referred to as .

A)an external search
B)conversion
C)cognitive dissonance
D)an evoked set

Question 22

Peyton decides to make herself her morning cup of coffee.However, she realizes that she's run out of coffee powder which leaves her feeling discontent and craving for coffee.This is an example of .

A)a need state
B)cognitive dissonance
C)an evoked set
D)stratification

Question 23

Which of the following statements would be made by someone experiencing cognitive dissonance?

A)"I sure need a new lawn mower, but I'm too lazy to find out what's out there."
B)"I'd like to buy one of those new Toro lawn mowers, but they're kind of expensive."
C)"I hear the new Toro lawn mowers are one of the best in the market, but my neighbor says his is hard to start."
D)"I've bought a Toro lawn mower, but I now realize the new John Deere might have been a better choice."

Question 24

can tap into information that has accumulated in one's memory as a result of repeated advertising exposure.

A)Involvement
B)Stratification
C)An internal search
D)A life-stage variable

Question 25

The concepts of need recognition, information search and alternative evaluation, purchase, and postpurchase use and evaluation represent the four stages of the:

A)creation of brands.
B)integrated brand promotion process.
C)consumer decision-making process.
D)cultural branding method.

Question 26

Social class, race, and ethnicity are ways in which members of a culture are classified by systematic inequalities that affect their social standing and is known as stratification.

Question 27

When the prices and profit margins of brands become low, they become commodities, sold on price.

Question 28

Once consumers decide that they need something, what is the first step they take as they begin to think about a product purchase?

A)Use an external search process.
B)Conduct an internal search for information.
C)Use an alternative evaluation process.
D)Determine the degree of cognitive dissonance.

Question 29

The basic idea of cultural branding is to find some rift in the seams of society and then use it to offer a solution in the form of a branded good.

Question 30

A magazine advertisement for a home entertainment system contains detailed copy, technical information, and a long list of product design features.In general, this ad would be most appropriate for someone who is:

A)conducting an external search.
B)easily influenced by subliminal advertising.
C)experiencing advertising clutter.
D)trying to fulfill a basic need.

Question 31

Jamal manages a Chicago Jiffy Lube and Ted manages a Detroit Jiffy Lube.Though they have never met and have only emailed through their franchise network, they experience a sense of connectedness through their common experience called brand stratification.

Question 32

Consumer preferences and strata have become more dependable than in the past.

Question 33

The text explores the concept of consumer behavior from two perspectives.These two perspectives are .

A)psychological and social
B)formal and informal
C)local and global
D)economic and political

Question 34

A(n) arises when a consumer experiences a mental discomfort or anxiety that motivates action.

A)evoked set
B)need state
C)consideration set
D)top-of-mind awareness

Question 35

The meaning of community is limited to the idea of a specific geographic place.

Question 36

In the past, advertisers believed that they could determine the social class of people based on what they consumed.
This belief has remained an unchallenged foundation of marketing and promotion.

Question 37

A young man tends to buy things that allow him to experience pleasure, avoid guilt, feel pride, or relieve fear.In doing so, he chooses products based on:

A)emotional benefits.
B)rituals.
C)cognitive dissonance.
D)life-stage variables.

Question 38

If social class affects consumption through tastes, media preferences remain unaffected.

Question 39

Gender's impact on consumer behavior is limited to heterosexual men and women.

Question 40

A new neighbor moves into the neighborhood and asks George, a person living next-door, where he could find good take-out food.Three places immediately come to George's mind, and he suggests them to his new neighbor.George's suggestions of good take-out food is an example of a(n):

A)external search.
B)need state.
C)evoked set.
D)stratification.

Question 41

While waiting for his wife to get ready to go out, Marcus picks up one of her interior design magazines and skims through the pages.Six ads in the magazine are for flooring and carpeting, but he and his wife don't need new flooring or carpeting, and he barely glances at these ads.This is an example of:

A)conversion.
B)limited problem solving.
C)cognitive dissonance.
D)selective attention.

Question 42

In the world of advertising, culture is seen as:

A)people's rules and regulations.
B)the way things are done.
C)a sense of morality in society.
D)the spiritual beliefs of people.

Question 43

refers to misrepresenting information in a positive way to favor a particular brand with which a consumer has an emotional connection.

A)A need state
B)Cognitive dissonance
C)Predecisional distortion
D)Stratification

Question 44

Which of the following is a difference between brand loyalty and a habit?

A)Habit involves low involvement, whereas brand loyalty involves high involvement.
B)Brand loyalty is not based on emotional connections, whereas habit is based on emotional connections.
C)Brand loyalty can be easily disrupted with skillful advertisement, whereas habit cannot be disrupted with advertisements.
D)Unlike brand loyalty, habit is based on a conscious commitment to find the brand each time the consumer purchases from the category.

Question 45

An elderly woman has always been happy with Ivory soap and does not believe in trying out another brand.In such a scenario, what type of an obstacle would a new brand experience in order to reach her and be effective?

A)A consumer who is not exposed to massive volumes of ads
B)A consumer who seeks variety
C)A consumer who is resistant to changing rituals
D)A consumer who misinterprets messages

Question 46

The concept of cognitive dissonance is more commonly referred to as:

A)advertising clutter.
B)buyer's remorse.
C)variety seeking.
D)a need state.

Question 47

Which of the following serves as a solution to a simple consumption problem and occurs in settings where a decision isn't involving?

A)Extended problem solving
B)Habit
C)Conversion
D)Brand loyalty

Question 48

Which of the following is true about branding and advertising based on social and cultural factors?

A)Consumer behavior lacks the ability to be meaningfully social.
B)Advertisements are purely socially isolated attempts to attitude manipulation.
C)Consumers are merely information processors.
D)Advertisers have meaning as a primary focus.

Question 49

memory is very important where advertising is concerned and is the kind of memory through which names, words, and concepts are retrieved from people's minds.

A)Iconic
B)Episodic
C)Emotional
D)Semantic

Question 50

Manuel wants to buy a Sony PlayStation because his friends have several versions of this technology and he has enjoyed playing games with them.However, he is distracted by the ads for other games and is not sure which product to purchase.In this scenario, Manuel is encountering:

A)cognitive dissonance.
B)a high degree of brand loyalty.
C)advertising clutter.
D)predecisional distortion

Question 51

The idea of involvement in the context of consumer decision making refers to how:

A)a person will use a product or service.
B)much importance accompanies the choice of a product.
C)an individual's past experience with a product makes the person more aware about it.
D)the consumer first heard about a product or brand.

Question 52

Which of the following best describes the social meaning approach?

A)It focuses on using beliefs and rituals to subconsciously manipulate people into buying something they don't need.
B)It centers around viewing consumers solely as information processors.
C)It involves knowing how to connect with human beings with reference to their consumption practices.
D)It refers to connecting with people by using ads as mere socially isolated attempts to influence their attitudes.

Question 53

Rita needs to buy a tent, sleeping bag, and hiking boots for a two-week camping trip in the mountains.She has never bought camping equipment before and assesses what other equipment she may require during her trip.She also asks her friends, who have gone camping before, what equipment she should buy.Once she has purchased all the camping gear, she evaluates whether she made the right purchases.In this situation, Rita is engaging in:

A)extended problem solving.
B)top of mind awareness.
C)stratification.
D)variety seeking.

Question 54

Which of the following is a similarity between habit and variety seeking?

A)They refer to the tendency of consumers to continue using a brand for many years.
B)They both involve a high degree of brand loyalty.
C)They involve a high degree of emotional connection to a brand.
D)They occur in settings where a decision isn't involving.

Question 55

Which of the following is true of culture?

A)It is easier to observe culture when it's more unfamiliar.
B)It is purely national or global.
C)It is most visible to those who are immersed in it.
D)It is always geographic.

Question 56

Which of the following modes of consumer decision making involves low involvement and low experience?

A)Limited problem solving
B)Habit or variety seeking
C)Extended problem solving
D)Brand loyalty

Question 57

A person is most likely to have a high degree of involvement while buying:

A)laundry detergent.
B)a notepad.
C)paper towels.
D)a car.

Question 58

Ethan owns a Redwood Bicycle, a brand of high-tech bicycles known the world over.He is admired among his friends at the university for owning a Redwood Bicycle.This scenario demonstrates the concept of .

A)an internal search
B)conversion
C)cultural capital
D)variety seeking

Question 59

A survey was conducted by Spotless, a dishwashing liquid manufacturer, at a department store.During the survey, the store manager asked customers which dishwashing liquid they utilized, to which most of them immediately replied, "Spotless." When asked why, the customers stated that they felt it was used by everyone and was the most popular.Based on the given scenario, it can be said that Spotless has .

A)low brand loyalty
B)high involvement
C)an accessibility bonus
D)a low economy of scale

Question 60

A young mother consistently buys Oreos for a special treat, which her kids love.However, every now and then, she buys Salerno Butter Cookies or Keebler Animal Crackers, for a change in taste.Which mode of consumer decision making does this demonstrate?

A)Clutter
B)Variety seeking
C)Cognitive dissonance
D)Stratification

Question 61

Scenario 5-2
Since its introduction to the market in 2007, Apple Inc.'s iPhone dominated other smartphones in terms of units activated per year.However, several years later, Apple faced stiff competition from Google's Android software and Research in Motion, the maker of the Blackberry.The problem for Apple is that its competition, primarily phones powered by Android operating systems, largely outnumber the iPhone in terms of available options.In the U.S.alone, there are over twenty smartphones that run on the Android operating system, compared to Apple's one iPhone.Americans are now buying more Android phones than iPhones.Experts claim that if the trend continues,
Android will have erased the iPhone's once enormous lead in the high-end smartphone market in a little over a year.Now more than ever, Apple, which insists on tight control of its devices, must find a way to win in an intensely competitive market against rivals that are openly licensing their software to scores of companies.
(Scenario 5-2) Originally, one reason that the iPhone outsold other smartphones was the feeling of pride many consumers associated with owning one.This represents:

A)an emotional benefit.
B)a functional benefit.
C)a need state.
D)cognitive dissonance.

Question 62

Scenario 5-1
As clothing and accessories retailer Gap, Inc.attempted to carry its brand to greater heights, executives felt that a great way to refresh the company's logo would be to change it all together.However, perhaps even quicker than the initial decision to change the logo, the masses reacted so negatively to the change that the company went back on its decision.A number of consumers stated that the new logo looked "cheap, like a crummy PowerPoint presentation," and that was all company executives needed to hear.Gap admitted that the idea of changing the company's logo was probably not the right move nor was it the right time to do so.The company will look for other ways to develop the brand.Clearly, Gap's reaction to consumer sentiments serves as proof that the company cares a great deal about consumer thoughts and opinions.
(Iko Han, "Gap's New Logo Proves the Company Knows How to Listen." Cornerline News, October 13, 2010.)
(Scenario 5­1) Gap's loyal customers generally believed the company's products are high­end and sophisticated. Judging by the initial responses, consumers felt Gap's new logo represented lower­end products, and would,
Therefore, appeal to a lower social class.This concept of differing social levels is called:

A)cognitive dissonance.
B)advertising clutter.
C)stratification.
D)cultural capital.

Question 63

A person's standing in an American society is often based on social stratification, which reflects the systematic inequalities within that society regarding:

A)caste and gender.
B)cultural engagement and emotional intelligence.
C)wealth, power, education, and status.
D)religious beliefs, morals, and values.

Question 64

A designer handbag, used by a celebrity, would have .

A)high cultural capital
B)high social capital
C)low inelasticity of demand
D)low economies of scale

Question 65

Effective ads turn mere products into actual brands by:

A)giving them cultural meaning.
B)keeping prices lower than those of competitors.
C)offering discounts and sales.
D)repeating the message in more than one medium.

Question 66

Which of the following demonstrates the way we pick up phrases or slogans from advertisements and commercials, then make them part of our everyday conversation, and ultimately part of our popular culture?

A)"Make my day."
B)"How are you?"
C)"Yes we can."
D)"Just do it."

Question 67

Related to the way a consumer's culture shapes his or her tastes and preferences is the concept of cultural capital. This refers to the:

A)value that a culture places on certain consumption practices and objects.
B)particular pattern of consumption that depends on fiscal stability.
C)financial investment needed to create a brand.
D)monetary value of a brand in a particular area.

Question 68

Ads become part of our everyday landscape, language, and reality as a result of many people:

A)being subjected to advertising clutter resulting from taglines, slogans, and jingles.
B)being highly involved in purchasing decisions.
C)picking up and adopting their phrases, ideas, slogans, and agendas.
D)buying only certain, selective products based on trust and loyalty.

Question 69

Scenario 5-2
Since its introduction to the market in 2007, Apple Inc.'s iPhone dominated other smartphones in terms of units activated per year.However, several years later, Apple faced stiff competition from Google's Android software and Research in Motion, the maker of the Blackberry.The problem for Apple is that its competition, primarily phones powered by Android operating systems, largely outnumber the iPhone in terms of available options.In the U.S.alone, there are over twenty smartphones that run on the Android operating system, compared to Apple's one iPhone.Americans are now buying more Android phones than iPhones.Experts claim that if the trend continues,
Android will have erased the iPhone's once enormous lead in the high-end smartphone market in a little over a year.Now more than ever, Apple, which insists on tight control of its devices, must find a way to win in an intensely competitive market against rivals that are openly licensing their software to scores of companies.
(Scenario 5-2) While searching for a phone with bluetooth and Wi-Fi features, Kate finds seven different advertisements stating that their phones have the best bluetooth and Wi-Fi features when compared to others.Kate is now confused about which brand to choose.This is an example of .

A)advertising clutter
B)cognitive dissonance
C)predecisional distortion
D)life-stage variables

Question 70

Scenario 5-1
As clothing and accessories retailer Gap, Inc.attempted to carry its brand to greater heights, executives felt that a great way to refresh the company's logo would be to change it all together.However, perhaps even quicker than the initial decision to change the logo, the masses reacted so negatively to the change that the company went back on its decision.A number of consumers stated that the new logo looked "cheap, like a crummy PowerPoint presentation," and that was all company executives needed to hear.Gap admitted that the idea of changing the company's logo was probably not the right move nor was it the right time to do so.The company will look for other ways to develop the brand.Clearly, Gap's reaction to consumer sentiments serves as proof that the company cares a great deal about consumer thoughts and opinions.
(Iko Han, "Gap's New Logo Proves the Company Knows How to Listen." Cornerline News, October 13, 2010.)
(Scenario 5-1) Gap's logo had been extremely popular, and most of its customers recognized and used their products for years.This is an example of .

A)brand loyalty
B)variety seeking
C)advertising clutter
D)cognitive dissonance

Question 71

Advertisers track the youngest child living at home because when the child leaves home, the consumption patterns of the family changes.This planning criterion is known as .

A)cultural capital
B)a life-stage variable
C)stratification
D)accessibility bonus

Question 72

A commercial for hot dogs says that it's not the Fourth of July unless there is a cookout, and it's not a cookout unless there is a grill full of hot dogs.This ad attempts to tie the product to a:

A)social attitude.
B)purchasing habit.
C)cultural ritual.
D)social class.

Question 73

Scenario 5-1
As clothing and accessories retailer Gap, Inc.attempted to carry its brand to greater heights, executives felt that a great way to refresh the company's logo would be to change it all together.However, perhaps even quicker than the initial decision to change the logo, the masses reacted so negatively to the change that the company went back on its decision.A number of consumers stated that the new logo looked "cheap, like a crummy PowerPoint presentation," and that was all company executives needed to hear.Gap admitted that the idea of changing the company's logo was probably not the right move nor was it the right time to do so.The company will look for other ways to develop the brand.Clearly, Gap's reaction to consumer sentiments serves as proof that the company cares a great deal about consumer thoughts and opinions.
(Iko Han, "Gap's New Logo Proves the Company Knows How to Listen." Cornerline News, October 13, 2010.)
(Scenario 5-1) Facebook played an important role in Gap reversing its decision to change the company logo. Thousands of users posted status updates expressing their distaste for the new logo, and company executives could not overlook the opinions of their customers.In this situation, Gap had a strong:

A)need state.
B)brand community.
C)internal search.
D)reaction to advertising clutter.

Question 74

are groups of consumers who feel a commonality and a shared purpose attached to a consumer good or service.

A)Brand ambassadors
B)Trend setters
C)Trade channels
D)Brand communities

Question 75

Scenario 5-2
Since its introduction to the market in 2007, Apple Inc.'s iPhone dominated other smartphones in terms of units activated per year.However, several years later, Apple faced stiff competition from Google's Android software and Research in Motion, the maker of the Blackberry.The problem for Apple is that its competition, primarily phones powered by Android operating systems, largely outnumber the iPhone in terms of available options.In the U.S.alone, there are over twenty smartphones that run on the Android operating system, compared to Apple's one iPhone.Americans are now buying more Android phones than iPhones.Experts claim that if the trend continues,
Android will have erased the iPhone's once enormous lead in the high-end smartphone market in a little over a year.Now more than ever, Apple, which insists on tight control of its devices, must find a way to win in an intensely competitive market against rivals that are openly licensing their software to scores of companies.
(Scenario 5-2) While deciding on what brand of cell phone he should buy, Mark, a university student, asks his friend for suggestions on different models of cell phones.His friend immediately says that the iphone and Blackberry are good options.This is an example of .

A)a need state
B)stratification
C)an evoked set
D)cognitive dissonance

Question 76

Which of the following has been found regarding advertising and gender?

A)Advertisers have been reluctant to communicate to men and women in different ways.
B)Advertisers have no definitive list of gender differences as the expression of gender depends on situational factors.
C)Advertisers often find gender issues overly sensitive and tend to avoid them.
D)There are no differences between men and women if they are the products of differential socialization.

Question 77

Which of the following is stratification based on?

A)Political beliefs
B)Emotional intelligence
C)Religious beliefs
D)Income

Question 78

One of the main reasons why social class may not be completely reliable in predicting the preferences and tastes of Americans is that:

A)it has little to do with demographics.
B)it has a hierarchical structure and involves assigned membership.
C)many people with a huge range of income call themselves "middle class."
D)is static, unchanging, and permanent.

Question 79

Advertisements-like books, movies, posters, and paintings-can act as sociocultural "texts" that are read and interpreted by consumers.In this case, advertising:

A)is an entity separate from mass media.
B)relies largely on words rather than images.
C)helps to transmit meaning within a culture.
D)lacks giving products a social meaning.

Question 80

Identity is a sociological concept and it matters a great deal to advertisers.The current thinking is that the presence of celebrities in ads help contemporary consumers:

A)minimize buying power.
B)legitimize the symbolic value of consumption.
C)work out their identity issues.
D)reject conspicuous consumption behaviors.