Deck 5: Advertising, Integrated Brand Promotion, and Consumer Behavior

Question 1

While purchases based on brand loyalty are often just consumption simplifiers, purchases based on habit are the result of strong commitment.

Answer 1

False

Question 2

Consumption episodes are based on the sequence of four stages: need recognition, information search and alternative evaluation, purchase, and postpurchase use and evaluation.

Answer 2

True

Question 3

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

Answer 3

False

Question 4

Kia glances into her shopping cart and realizes she never tries a "new" brand, an "off" brand, or a "store" brand, but always seems to pick the traditional, well-known products that are practically "household" names-Crest, Tide, Cheerios, Kleenex.This preference for certain products is called brand attitude.

Question 5

Selective attention is essentially the greatest challenge to advertisers, because consumers commonly rely on this powerful perceptual defense to simply ignore ads that don't interest them.

Question 6

Functional benefits from a product or service are derived from the intangible characteristics of that product or service and are strong factors in purchase decisions.

Question 7

Rituals can take the form of ordinary things that are done in a certain way -- not randomly -- and are performed in the same way by people of all cultures.

Question 8

In the text, involvement and prior experience are combined to derive eight types of consumer decision making.

Question 9

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 10

The elaboration likelihood model of information processing (ELM) identifies two unique paths to attitude change: the central route to persuasion and the peripheral route to persuasion.

Question 11

Advertising can influence both internal and external searches.

Question 12

When an individual feels a symbolic or self-expressive meaning about a brand, his or her involvement level tends to be lower within this product category.

Question 13

Evaluative criteria are universal traits or attributes that pertain to all product categories, used as rating factors when considering purchases and reviewing a consideration set.

Question 14

Two major obstacles must be overcome for an ad message to be effective-consumer resistance to changing beliefs, and consumer exposure to massive volumes of ads.

Question 15

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 16

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

Question 17

MAAMs stands for Marketing Analysis of Attribute Models, and it is a framework used to identify four primary "attribute models" that make up consumer decision making.

Question 18

Shortly after Juan bought a Ford truck, he began to second-guess his decision, nervously questioning whether the Toyota or Chevy trucks were actually better deals.He wondered if he had really made the right purchase, going through a common experience called internal search.

Question 19

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

Question 20

Values are the accumulation of ideas and feelings-either factual or self-serving-that a person has about an object or an issue.

Question 21

Race itself-a person's pigmentation or skin color-has much to do with preferences for certain products and services, and purchasing of certain product categories and brands.

Question 22

The world of advertising "discovered" African Americans in the 1950s, Hispanics in the 1960s, gays and lesbians in the 1970s, and working women in the 1980s.

Question 23

When today's advertisers talk about identifying and reaching consumers through the powerful sociological concept of community, they are referring to various U.S.locations, geographic regions, and populated areas.

Question 24

Which of the following statements would be made by someone most likely 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 the best, but my neighbor says his is hard to start."
D)"I just bought a new Toro lawn mower, but now I realize the new John Deere might have been a better choice."

Question 25

A consumer survey finds that many dog owners purchase a premium brand of dog food because of its functional benefits.Which of the following qualifies as a functional benefit?

A)It is promoted in an emotional commercial showing an adorable sheepdog.
B)It is allows them to feel less guilt about leaving their dog home alone all day.
C)It has more nutrients and vitamins than any other dog food on the market.
D)It makes them feel like responsible dog owners.

Question 26

Social class, race, ethnicity, gender, life stage, and even knowledge are ways in which members of a culture are classified by systematic inequalities that affect their social standing, called intergenerational effect.

Question 27

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)doing an external search.
B)in need of an internal search.
C)looking for emotional benefits.
D)trying to fulfill a basic need.

Question 28

A new neighbor just moved in and asks you where to get good take-out food.Three places immediately come to mind, and you mention them.The short list of possibilities that you quickly created is called a(n)

A)external set.
B)evaluation set.
C)evoked set.
D)consideration set.

Question 29

In past decades, advertisers realized that they could tell social class based on what people consumed and how they consumed, and vise versa, and this belief has remained an unchallenged foundation of marketing and promotion.

Question 30

A well-known refrigerator manufacturer that has been around for decades, features the reliability, durability, and economy of its products.These features are appreciated by a consumer who is focusing on

A)aesthetics and appearance.
B)premiums and promotions.
C)slogans and catch phrases.
D)functional benefits and performance characteristics.

Question 31

When advertisers promote snowblowers in January, air conditioners in June, and school supplies in August, in essence they are actually

A)activating need states.
B)providing functional benefits.
C)creating brand communities.
D)offering peripheral cues.

Question 32

Celebrity is a unique sociological concept in which public images of prominent people are used by advertisers to provide a framework that brings people together with a sense of community, group sharing, and social commitment.

Question 33

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

A)creation of brands.
B)belief system regarding goods and services.
C)consumer decision-making process.
D)stratification of consumers.

Question 34

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)external searches.
D)consideration sets.

Question 35

In only a select few areas of the world do consumption and branding have a political connection or history, so politics tends to have little influence on global advertising.

Question 36

Which phenomenon is experienced when the consumer's current situation is unsatisfactory, mental discomfort or anxiety are recognized, and the individual becomes motivated to take action?

A)habit
B)need state
C)cognitive dissonance
D)involvement

Question 37

In many ways, advertisements of contemporary society don't just exist in the sociocultural context of our time, they are the sociocultural context of our time.

Question 38

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

Question 39

The text explores the concept of consumer behavior from two perspectives, or points of view.What are they?

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

Question 40

Once they decide they need something, what is typically the first option for consumers to take, and sometimes all that is needed, as they begin to think about a product purchase?

A)developing a consideration set
B)conducting an internal search for information
C)conducting an external search for beliefs
D)determining evaluative criteria to use

Question 41

A young man 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 the pitches to spend his money.He is encountering

A)lackluster inundation.
B)overexposure.
C)advertising clutter.
D)commercialization.

Question 42

Any MAAMs analysis will have four main components.What are they?

A)extended problem solving, limited problem solving, habit and variety seeking, and brand loyalty
B)internal search, external search, functional benefits, and emotional benefits
C)evaluative criteria, importance weights, consideration set, and beliefs
D)level of involvement, degree of information search, type of consumer benefit, and stage of the decision-making process

Question 43

A(n) ____ is a combination of knowledge and feelings accumulated about a object or issue.It is does not necessarily have to be "true" but it is "valid," and it can be logical and factual, or biased and self-serving.

A)perceptual defense
B)cognitive response
C)belief
D)attitude

Question 44

A young mother consistently buys Oreos for a special treat, which her kids love.But now and then she buys Salerno Butter Cookies or Keebler Animals Crackers, just for a change.Which aspect of decision making does this demonstrate?

A)habit
B)variety seeking
C)limited problem solving
D)brand loyalty

Question 45

Two main barriers must be overcome if advertising is to have its intended effect.One of them is the cognitive consistency impetus, which refers to the consumer tendency to

A)convert new information into beliefs.
B)want sameness among various products.
C)hold onto existing belief systems.
D)prefer buying things out of habit.

Question 46

The concept of cognitive dissonance is more commonly referred to as

A)brand loyalty.
B)buyer's remorse.
C)customer satisfaction.
D)false advertising.

Question 47

A firm is hired to market a high-performance sports car.Three of the elements below would be featured in its MAAMs analysis, but which one would not be included?

A)attributes and performance characteristics
B)strengths and weaknesses of competing cars
C)importance and prioritization of various criteria in the evaluation
D)suggested concepts for new ads and commercials

Question 48

Multi-attribute attitude models (MAAMs) provide a framework and a set of research procedures for collecting information from consumers

A)about how they establish benchmarks for repetitive integration.
B)to determine the price they are willing to pay for a product.
C)about whether they experience postpurchase anxiety.
D)to assess their salient beliefs and attitudes about competitive brands.

Question 49

A young woman needs to buy a tent, sleeping bag, back pack, and hiking boots for a two-week camping trip in the mountains.She has never bought camping equipment in her life, so she has virtually no experience with these product categories.But she is very involved in these purchases, since they will be expensive and will need to last a long time.In this situation, she is engaging in

A)extended problem solving.
B)cognitive dissonance.
C)limited problem solving.
D)variety seeking.

Question 50

When a consumer has a rich prior experience with a product, regularly purchases it, and has highly favorable attitudes toward it, which concept is demonstrated?

A)brand loyalty
B)brand recognition
C)brand attitude
D)brand consistency

Question 51

A(n) _____ is a learned and simplified evaluation of any object, person, or issue, and it can vary from positive to negative along a continuum.

A)habit
B)attitude
C)value
D)belief

Question 52

Peripheral cues are best used as attention-getting tools for products when

A)the advertising budget is small.
B)extensive decision making is required.
C)brand loyalty is being challenged.
D)cognitive responses are not expected.

Question 53

A person may have a high degree of involvement with a consumption decision for many different reasons, such as when the item is

A)on sale.
B)bought on a regular basis.
C)inexpensive.
D)associated with a risk.

Question 54

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

A)format conceptualization.
B)post purchase evaluation.
C)cognitive dissonance.
D)selective attention.

Question 55

In which decision-making mode is a consumer engaged when both experience and involvement are low?

A)limited problem solving
B)habit or variety seeking
C)extended problem solving
D)brand loyalty

Question 56

A bicyclist hears a radio commercial and suddenly realizes everything she believes about the best cycling system is coming into question and being challenged.These types of thoughts, occurring just as beliefs and attitudes are challenged by persuasive communication, are called

A)brand beliefs.
B)selective demand preferences.
C)habitual purchase criteria.
D)cognitive responses.

Question 57

Which model takes into account consumer involvement levels, information processing, cognitive responses, and attitude formation in a single framework?

A)the multi-attribute attitude model
B)the intergenerational model
C)the elaboration likelihood model
D)the social stratification model

Question 58

An elderly woman has always been happy with Ivory soap and has no reason to try anything else.Which type of major obstacle must be overcome for an ad message to reach her and be effective?

A)a consumer who is not exposed to massive volumes of ads
B)a consumer who doesn't pay attention to the message
C)a consumer who is resistant to changing beliefs
D)a consumer who misinterprets the message with other thoughts

Question 59

One method of understanding how well the advertising message is being heard in the real world is the "consumer insights" approach, which operates on the premise that

A)meanings are more important than attitudes.
B)community defines quality.
C)social class determines consumer behavior.
D)culture underlies the art of advertising.

Question 60

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

A)you will use the product or service.
B)much the product or service means to you.
C)your past experience with the product or service informs you.
D)the product or service will fulfill one of your needs.

Question 61

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

A)has little to do with demographics.
B)is hierarchical and involves assigned membership.
C)is difficult to pinpoint who belongs in which class, and why.
D)is static, unchanging, and permanent.

Question 62

A marketing group needs to predict which brands of laundry detergent college freshmen will buy after they leave home and move into dorms.Which question asked of them would probably give the most accurate answer?

A)"Is laundry detergent a high-involvement purchase for you?"
B)"What brand of laundry detergent do your parents use?"
C)"What is the last ad for laundry detergent you remember seeing?"
D)"How much money does your family make?"

Question 63

Which of the following is true of community, within the context of marketing and advertising?

A)It is the quintessential economic domain in which all purchasing, financing, and banking take place.
B)It refers largely to a geographic place.
C)It can influence some minor purchasing issues but not embedded beliefs or attitudes.
D)It identifies people who are similar in some important way, and different from those not in the community.

Question 64

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)"Read my lips."
C)"Yes we can."
D)"Just do it."

Question 65

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 faces 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) One reason the iPhone outsold other smartphones originally 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 consistency.

Question 66

When examining advertising in a societal context, it becomes apparent that gender must be related to at least some differences in consumption.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 such gender differences since the expression of gender often depends on situational and social circumstances.
C)Advertisers often find gender issues too sensitive and tend to avoid them.
D)Advertising researchers have found obvious differences and they pose no problems in creating effective ads for both men and women.

Question 67

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 faces 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) At an iPhone display, in one of Apple's retail stores, an individual is overhead saying that the iPhone is too expensive, impractical, and only purchased by people who are trying to flaunt their wealth. These statements (whether factual or biased) concerning the product represent the person's

A)consideration set.
B)importance weights of evaluative criteria.
C)beliefs.
D)cognitive responses.

Question 68

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) Many consumers expressed very strong feelings against Gap changing its original logo, which has been around for over 20 years. These passionate consumers likely hold some level of

A)brand loyalty.
B)habitual spending.
C)positive attitudes.
D)cognitive consistency.

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 faces 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) One individual looking to purchase a new smartphone has become fed up with all of the competing advertisements of late. She has seen so many smartphone commercials boasting various product benefits that she can no longer distinguish them from one another. This individual is likely suffering from a case of

A)advertising clutter.
B)advertising confusion.
C)cognitive overload.
D)variety seeking.

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 loyal customers generally believe the company's products are high-end and sophisticated. Judging by the initial responses, consumers felt Gap's new logo represented lower-end products, and would, therefore, appeal to a lower social class. This concept of differing social levels is called

A)consumer separation.
B)social ranking.
C)stratification.
D)income grouping.

Question 71

Related to the way a consumer's culture shapes his or her tastes and preferences is the concept of cultural capital, which is 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)financial value of cultural icons like animated characters.

Question 72

In the world of advertising, culture is seen as a group's

A)rules and regulations.
B)total way of life.
C)sense of morality.
D)tastes and preferences.

Question 73

A commercial for hot dogs says 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 74

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 a large role in Gap reversing its decision to change the company logo. Thousands of users created status updates expressing their distaste for the new logo, and company executives could not overlook the consensus feelings. In this instance, Gap apparently had a strong

A)need state.
B)brand community.
C)set of beliefs.
D)reaction to advertising clutter.

Question 75

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

A)being bombarded with a clutter of taglines, slogans, jingles, mottos, and reminders.
B)being highly involved in purchasing decisions.
C)picking up and adopting their phrases, ideas, slogans, and agendas.
D)buying only certain products based on trust and loyalty.

Question 76

Effective ads turn mere products into actual brands by

A)wrapping them with cultural meaning.
B)keeping prices lower than those of competitors.
C)describing in detail how they work.
D)repeating the message in more than one medium.

Question 77

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

A)ethnicity, race, and cultural background.
B)political influence, educational benefits, and intelligence.
C)wealth, power, education, and status.
D)religious beliefs, morals, and values.

Question 78

Cultural values are different from attitudes, because they

A)are the solid foundation on which attitudes are built.
B)cannot be influenced by advertising.
C)can be shaped by a single ad.
D)shift and change, while attitudes remain unchanged.

Question 79

Celebrity is a unique sociological concept in marketing today.The current thinking is that the presence of celebrities in ads help contemporary consumers

A)form values that transfer to buying power.
B)legitimize the symbolic value of consumption.
C)develop personal expressions of identity.
D)reject conspicuous consumption behaviors.

Question 80

Advertisements-like books, movies, posters, and paintings-can act as sociocultural "texts" that are read and interpreted by consumers.In that 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)has its own hidden social and political agenda.