Question 1

Emotion is not an important concept in advertising.

Accepted Answer

Emotion plays a crucial role in advertising as it helps to create a connection between the brand and the audience. Emotions such as happiness, excitement, fear, and empathy can be used to make the audience remember the advertisement and the brand. The emotional appeal can also help in generating brand loyalty and customer engagement. Hence, emotion is an important concept in advertising.

Question 2

Brands do not suffer when the prices and profit margins of brands become too low,thereby becoming commodities,sold on price.

Accepted Answer

When prices and profit margins of brands become too low, they may lose their uniqueness and value proposition, thereby becoming commodities sold on price. This can lead to a decline in brand image, customer loyalty, and overall value perception.

Question 3

Maria decides to make herself her morning cup of juice.However,she realizes that she's run out,which leaves her feeling discontent and wanting juice.This example relates with         .

Accepted Answer

Maria is experiencing a need state, which is the feeling of lacking something necessary for one's well-being or happiness. In this case, she needs juice to satisfy her desire for a morning drink.

Question 4

Carol is considering buying a Honda,Ford,Kia,or Subaru; this is her:

Accepted Answer

An evoked set is the group of brands that a consumer considers purchasing when making a buying decision. In this case, Carol is considering buying a Honda, Ford, Kia or Subaru, which can be considered her evoked set.

Question 5

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

Accepted Answer

The set of brands that comes to mind when a category is mentioned is called an evoked set. The other options - an external search, conversion, and cognitive dissonance - refer to different concepts related to consumer behavior, but are not directly related to the initial set of brands that come to mind.

Question 6

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

Accepted Answer

An internal search refers to retrieving information from one's memory. Since the question specifically mentions repeated advertising exposure, it is likely that this information has been accumulated through past advertising exposure and stored in memory, which can then be accessed through an internal search. Involvement refers to the level of personal relevance or importance a consumer attaches to a product or a purchase decision. Stratification refers to segmenting consumers based on factors such as income or social class. A life-stage variable refers to a demographic factor such as age or marital status that may influence consumer behavior. None of these concepts directly relate to the accumulation and retrieval of advertising information from memory.

Question 7

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

Accepted Answer

The first step consumers take as they begin to think about a product purchase is to conduct an internal search for information where they access their own memory to retrieve information about the product or service they are considering. This can involve remembering previous experiences with the product, recalling information from ads or promotions, or seeking advice from family and friends.

Question 8

If social class affects consumption through tastes,media preferences are likely impacted.

Accepted Answer

Social class influences an individual's tastes and preferences, which in turn affect their consumption behavior. Since media preferences are also a part of an individual's lifestyle and consumption behavior, social class is likely to have an impact on them as well. Therefore, the statement is true.

Question 9

Two bases in consumer behavior are _______.

Accepted Answer

The two bases in consumer behavior are psychological and social. Psychological factors include individual attitudes, motivations, perceptions, and learning. Social factors include family, social class, culture, and reference groups.

Question 10

The interaction of social stratification and cultural capital becomes apparent when a person moves from one stratum into another.

Accepted Answer

When a person moves from one social stratum to another, their access to cultural capital (e.g. education, knowledge, skills, cultural tastes) may change as well. For example, a person from a working-class background may have less exposure to high culture and less access to elite educational institutions compared to a person from an upper-class background. This can impact their ability to navigate and succeed in the new social stratum they enter.

Question 11

Consumer preferences relate with taste.

Accepted Answer

Consumer preferences are based on what individuals find appealing or desirable, which relates closely to their personal tastes.

Question 12

Stratification refers to systematic inequalities in things such as wealth,income,education,power,and status.

Accepted Answer

Stratification does indeed refer to systematic inequalities in a variety of domains, including but not limited to wealth, income, education, power, and status. These inequalities may be perpetuated or challenged by social, economic, political, and cultural factors and can have significant impacts on individuals and groups.

Question 13

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:

Accepted Answer

The young man's choices are based on emotional benefits, as he wants to experience pleasure, avoid guilt, feel pride, or relieve fear. Emotional benefits are an important factor in consumer behavior as they influence the motivation behind purchasing decisions.

Question 14

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

Accepted Answer

The recognition, information search, alternative evaluation, purchase, and post-purchase use and evaluation are the five stages of the consumer decision-making process. This process involves a consumer recognizing a need, searching for information about available options, evaluating alternatives, making a purchase, and then evaluating their post-purchase experience. Therefore, the correct answer is C – the consumer decision-making process. Options A, B, and D are not correct as they do not accurately describe the stages of the consumer decision-making process.

Question 15

Doritos partnered with a LGTBQ community to promote understanding and,in the process,promote its brand.

Accepted Answer

Doritos did partner with the LGBTQ community to promote understanding through its "Rainbows Chips" campaign. This campaign included limited edition rainbow-colored chips that were only available through donation to the It Gets Better Project, a non-profit organization that supports LGBTQ youth. The campaign aimed to promote inclusivity and support for the LGBTQ community, while also promoting the Doritos brand.

Question 16

A(n)    arises when a consumer's desired state of affairs is different from one's actual state of affairs.

Accepted Answer

A need state refers to the situation in which a consumer's desired state of affairs is different from his or her actual state of affairs. It is a condition that triggers a consumer's motivation to take action to address the discrepancy between the two states. Therefore, a need state is the best choice as it accurately describes the situation mentioned in the question. The other options are not relevant in this context.

Question 17

An advertisement for a smartphone 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:

Accepted Answer

The detailed copy, technical information, and long list of product design features indicate that the ad is aimed at someone who is conducting an external search, meaning they are actively looking for information about a product and considering their options.

Question 18

The consumer behavior of a family is of great interest to advertisers.

Accepted Answer

Advertisers are interested in understanding the consumer behavior of a family as it helps them create targeted marketing strategies to promote their products or services. They can analyze the needs, wants, preferences, and purchasing patterns of families to tailor their advertisements and promotions accordingly. Understanding family dynamics and decision-making processes can also help advertisers develop effective communication channels to reach out to their target audience.

Question 19

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

Accepted Answer

Option D shows a person who has made a choice (buying a Toro lawn mower) but is experiencing cognitive dissonance because they are now thinking that the John Deere mower might have been a better choice. This person is experiencing conflicting thoughts or beliefs (cognitive dissonance) about their decision, which is a common experience associated with post-purchase dissonance.

Question 20

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

Accepted Answer

The statement is false. Social class, race, and ethnicity are ways in which members of a culture are classified by systematic inequalities that affect their social standing; this is known as social stratification. Episodic memory refers to the ability to recall specific experiences or events.

Quiz 5: Advertising, integrated Brand Promotion, and Consumer Behavior