Question 1

______ is a relatively permanent change in thought process or behavior that occurs as a result of reinforced experience.
A) Stimulation
B) Perception
C) Mental corroboration
D) Learning
E) Substantiated cognition

Accepted Answer

The definition given describes learning, which is the process of acquiring new knowledge or skills through experience, practice, or study.

Question 2

_____ refers to the underlying drives that contribute to an individual's purchasing actions.
A) Conditioned learning
B) Perception
C) Inducement
D) Motivation
E) Corroboration

Accepted Answer

Motivation refers to the psychological processes that drive an individual to take action, including the decisions they make about what to purchase. It can arise from various sources such as a desire for pleasure or a need to fulfill basic requirements like food and shelter. Hence, motivation is the best choice that fits the description given in the question.

Question 3

Which of the following statements about the cognitive learning theory is true?
A) Cognitive theory is also known as the stimulus-response theory.
B) According to the cognitive theory, learning is a trial-and-error process.
C) The cognitive theory is used to explain how we learn from the experiences of others.
D) Cognitive theory does not involve the rational application of knowledge.
E) Cognitive theory is more applicable to the simple and basic purchases consumers make every day.

Accepted Answer

The cognitive learning theory may be an accurate description of how we learn from the experience of others, such as our parents, and how we evaluate a complex purchase such as insurance, stocks and bonds, or business products.

Question 4

Harrison has walked past a car dealership every weekday for the last eight months.Each time he passes,he examines the red convertible in the showroom.He is now wondering whether he should buy the convertible and sell his SUV.Which of the following terms best describes what Harrison is doing or showing by his actions?
A) Consumer loyalty
B) Brand disparity
C) Brand interest
D) Brand loyalty
E) Evaluative criteria

Accepted Answer

Brand interest is an individual's openness or curiosity about a brand.

Question 5

The mind is like a memory bank.The stored memories in our minds are called:
A) cognitive files.
B) perceptual files.
C) the personal database.
D) a data mine.
E) a cognitive dissonance.

Accepted Answer

The answer of The mind is like a memory bank.The...

Question 6

Think about the Elaboration Likelihood Model.Which of the following purchases would be most likely to involve the central route to persuasion?
A) An engagement ring
B) A loaf of bread
C) Nail filers
D) An umbrella
E) File folders

Accepted Answer

In the central route to persuasion, consumers have a higher level of involvement with the product or message.

Question 7

A magazine cover showed a family celebrating during Christmas holidays.One child in the picture was drinking a glass of wine.Miriam viewed this as the fostering of moral corruption in children._____ prevented her from seeing the joy of the family in the picture.
A) Physiological filter
B) Stimulus blockade
C) Selective perception
D) Perceptual blockade
E) Cognitive dissonance

Accepted Answer

Selective perception describes the consumer's ability to unconsciously screen out or modify many of the sensations that bombard us, rejecting those that conflict with our experiences, needs, desires, attitudes, and beliefs.

Question 8

The acquired mental position we hold in regard to some idea or object is called:
A) cognition.
B) concept.
C) an attitude.
D) motivation.
E) stimulation.

Accepted Answer

An attitude refers to a person's mental position or inclination towards an idea or object, and is characterized by beliefs, feelings, and behavior towards it. Cognition refers to the mental processes of acquiring knowledge and understanding through thought, experience, and senses. Concept refers to a mental representation or category of an object, event, or idea. Motivation refers to the driving force behind a person's behavior or actions. Stimulation refers to the physical or environmental factors that arouse or excite the senses or nerves. Therefore, the acquired mental position is best described as an attitude.

Question 9

In terms of learning theories,most advertisers rely on the two broad categories of:
A) cognitive theory and conditioning theory.
B) the central theory and peripheral theory.
C) interpersonal theory and nonpersonal theory.
D) affective theory and cognitive theory.
E) psychological theory and physiological theory.

Accepted Answer

Advertisers typically rely on cognitive theory, which involves learning through mental processes such as attention, memory, and problem-solving, as well as conditioning theory, which involves learning through associations between stimuli and responses.

Question 10

Think about the Elaboration Likelihood Model.Which of the following purchases would be most likely to involve the peripheral route to persuasion?
A) A wedding dress
B) A Caribbean cruise
C) A can of soda
D) A car seat for a new baby
E) Membership in an exclusive country club

Accepted Answer

In the peripheral route to persuasion, consumers are more likely to be dealing with products with which they have low involvement.

Question 11

The majority of consumers are not concerned about food contamination with pathogenic bacteria because they consider that food safety and food hygiene are effectively taken care of by the government.This element of perception is called:
A) attitude.
B) learning.
C) motivation.
D) cognition.
E) screening.

Accepted Answer

Cognition allows an individual to comprehend stimuli.

Question 12

_____ occurs when the change in belief,attitude,or behavioral intention is caused by promotion communication.
A) Learning
B) Corroboration
C) Self-concept
D) Substantiation
E) Persuasion

Accepted Answer

Persuasion is the process of changing someone's belief, attitude, or behavior through the use of messages or information intended to influence their views. It is a type of communication that aims to convince the audience to take a particular action or adopt a particular point of view. Thus, persuasion is the most appropriate choice for the given statement.

Question 13

If you receive an invitation to your 25^th high school reunion,you will be much more likely to notice ads for various weight-loss programs,diet foods,and skin rejuvenators than if you are invited to an annual family picnic.This is an example of how _____ affects perception. A) the elaboration likelihood model B) an evoked set C) the self-concept D) persuasion E) motivation

Accepted Answer

Self-concept is the image we have of who we are and who we want to be.

Question 14

Advertisers have three habit-related goals.Which of the following promotions is intended to help the advertiser meet the goal of habit acquisition?
A) For every ten cups of coffee you purchase at a local convenience store, you get one free.
B) A sales clerk gives out free samples of chili at the supermarket.
C) Reynar, a long-time toothpaste user, receives a coupon for a free trial-size of another brand of toothpaste in the mail.
D) To entice you to join a book club, the organization offers six free books to new members.
E) The new supermarket is holding a grand opening with numerous buy-one-get-one-free items to attract shoppers from other supermarkets.

Accepted Answer

The convenience store promotion is habit reinforcement. The coupon and the free samples of the new product are habit breaking as is the grand opening. The book club is trying to get you to acquire the habit of buying books from it.

Question 15

Allyson has been baking for years.Her belief that one brand of flour is superior to other brands for baking biscuits can most readily be explained by the:
A) descriptive theory.
B) peripheral route to persuasion theory.
C) central route to persuasion theory.
D) conditioning theory.
E) cognitive theory.

Accepted Answer

Cognitive theory views learning as a mental process of memory, thinking, and the application of knowledge to practical problems.

Question 16

_____ is the acquired behavior pattern that becomes nearly or completely involuntary.
A) Attitude
B) Incentive
C) Impetus
D) Habit
E) Stimulus-response

Accepted Answer

A habit is an acquired behavior pattern that becomes nearly or completely involuntary over time. It refers to a fixed way of thinking, willing, or feeling that is acquired through repetition and becomes automatic. For example, brushing teeth every day or putting on your seatbelt when getting into a car are habitual behaviors that do not require conscious thought.

Question 17

Paula always drinks soda with her meals.If the restaurant where she is eating does not carry the soda products she likes,she refuses to eat there and goes to another restaurant that does sell what she wants.Paula has a strong degree of:
A) selective retention.
B) brand loyalty.
C) brand tolerance.
D) selective exposure.
E) cognitive dissonance.

Accepted Answer

Brand loyalty is the consumer's conscious or unconscious decision, expressed through interest or behavior, to repurchase a brand continually. It occurs because the consumer perceives that the brand offers the right product features, image, quality, or relationship at the right price.

Question 18

_____ is an individual's openness or curiosity about a brand.
A) Brand loyalty
B) Brand disparity
C) Brand interest
D) Brand dissonance
E) Evaluative criteria

Accepted Answer

Brand interest refers to an individual's openness or curiosity about a brand, whereas brand loyalty refers to the degree to which a customer consistently purchases a certain brand over others, brand disparity refers to inconsistencies between a brand's positioning and its actual product or customer experience, brand dissonance refers to a discrepancy between a customer's beliefs and their behavior in purchasing a product, and evaluative criteria are the attributes a customer uses to evaluate different brands or products.

Question 19

The immediate images that the name Oz creates for a fan of Ozzy Osbourne's music and a fan of The Wizard of Oz are very different.The screen-building process has created different _____ for the two individuals.
A) selective perception
B) stimulus/response stereotypes
C) cognitive dissonance
D) conditioning
E) mental files

Accepted Answer

The stored memories in our minds are called mental files.

Question 20

Which of the following is an example of a psychological screen that would influence perception?
A) Self-concept
B) Touch and smell
C) Price tags
D) Reference groups
E) Hearing

Accepted Answer

Self-concept refers to the beliefs and attitudes individuals have about themselves. This can influence their perception of products or situations. For example, someone with a positive self-concept may perceive a product as high-quality and worth the price, whereas someone with a negative self-concept may perceive the same product as low-quality and overpriced.

Quiz 5: Marketing and Consumer Behavior

______ is a relatively permanent change in thought process or behavior that occurs as a result of reinforced experience.

_____ refers to the underlying drives that contribute to an individual's purchasing actions.

Which of the following statements about the cognitive learning theory is true?

The mind is like a memory bank.The stored memories in our minds are called:

Think about the Elaboration Likelihood Model.Which of the following purchases would be most likely to involve the central route to persuasion?

A magazine cover showed a family celebrating during Christmas holidays.One child in the picture was drinking a glass of wine.Miriam viewed this as the fostering of moral corruption in children._____ prevented her from seeing the joy of the family in the picture.

The acquired mental position we hold in regard to some idea or object is called:

In terms of learning theories,most advertisers rely on the two broad categories of:

Think about the Elaboration Likelihood Model.Which of the following purchases would be most likely to involve the peripheral route to persuasion?

The majority of consumers are not concerned about food contamination with pathogenic bacteria because they consider that food safety and food hygiene are effectively taken care of by the government.This element of perception is called:

_____ occurs when the change in belief,attitude,or behavioral intention is caused by promotion communication.

If you receive an invitation to your 25th high school reunion,you will be much more likely to notice ads for various weight-loss programs,diet foods,and skin rejuvenators than if you are invited to an annual family picnic.This is an example of how _____ affects perception.

Advertisers have three habit-related goals.Which of the following promotions is intended to help the advertiser meet the goal of habit acquisition?

Allyson has been baking for years.Her belief that one brand of flour is superior to other brands for baking biscuits can most readily be explained by the:

_____ is the acquired behavior pattern that becomes nearly or completely involuntary.

Paula always drinks soda with her meals.If the restaurant where she is eating does not carry the soda products she likes,she refuses to eat there and goes to another restaurant that does sell what she wants.Paula has a strong degree of:

_____ is an individual's openness or curiosity about a brand.

The immediate images that the name Oz creates for a fan of Ozzy Osbourne's music and a fan of The Wizard of Oz are very different.The screen-building process has created different _____ for the two individuals.

Which of the following is an example of a psychological screen that would influence perception?

If you receive an invitation to your 25^th high school reunion,you will be much more likely to notice ads for various weight-loss programs,diet foods,and skin rejuvenators than if you are invited to an annual family picnic.This is an example of how _____ affects perception.