Question 1

Destini Heavy-Runner is looking to diversify her investments.She talks to her grandmother and then reads up on several companies she might buy stock in before discussing them with her financial advisor.Which of the following best describes the method Destini is using to learn more about her investing options?

Accepted Answer

The answer of Destini Heavy-Runner is looking to diversify her...

Question 2

Consumer concern about food contamination from pathogenic bacteria is generally nonexistent because most people view food safety as a government issue.The element of perception responsible for this interpretation is called

Accepted Answer

Cognition involves the mental processes of understanding, interpreting, and making sense of the world, which includes interpreting food safety as a government responsibility.

Question 3

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

Accepted Answer

Learning is defined as a relatively permanent change in thought process or behavior that occurs as a result of reinforced experience. Option A, stimulation, refers to the process of exciting neural activity, not the long-term change brought about by learning. Option B, perception, refers to the interpretation of sensory information, but not to the lasting changes in thought or behavior brought about by learning. Option C, dissonance, refers to the psychological tension that arises from holding conflicting beliefs or attitudes, but again, not to the lasting changes associated with learning. Option E, substantiated cognition, is not a widely recognized term in psychology and does not relate to the definition of learning provided.

Question 4

The acquired mental position we hold regarding some idea or object is called a(n)

Accepted Answer

An attitude is a mental position or predisposition we hold towards an idea or object. It is a learned evaluation that influences our thoughts, feelings, and behaviors towards that idea or object. Cognition refers to the mental processes of acquiring and processing information, perception refers to how we interpret and organize sensory information, motivation refers to the drives or needs that propel us towards certain actions or goals, and stimulation refers to any form of external input that activates our senses.

Question 5

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

Accepted Answer

Needs are innate human desires that must be satisfied in order for survival and well-being. Maslow's hierarchy of needs illustrates this concept,with basic physiological and safety needs at the bottom of the pyramid. These needs motivate us to take action in order to fulfill them. While wants may be tied to needs, they are typically not as fundamental or primal. Ideals, habits, and attitudes are not necessarily motivators in and of themselves,but rather influences on our behavior.

Question 6

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

Accepted Answer

Motivation refers to the inner drive that inspires an individual's behavior, including purchasing decisions. It can stem from a variety of factors, including needs, desires, and aspirations. Understanding a consumer's motivation can help marketers tailor their messaging and products to resonate with potential customers.

Question 7

Considering the Elaboration Likelihood Model,which of the following purchases would most likely involve the central route to persuasion?

Accepted Answer

The central route to persuasion involves a high level of cognitive elaboration, which is more likely to occur when the purchase is important and involves a significant amount of information. A Mother's Day card is a meaningful purchase that is likely to be carefully considered, making it more likely to involve the central route to persuasion.

Question 8

Maslow's hierarchy of needs helps researchers

Accepted Answer

Maslow's hierarchy of needs is a well-known theory that explains human motivation and behavior, including consumer behavior. By understanding the different levels of needs that individuals have, marketers can create products and services that better meet their customers' needs and desires, ultimately driving sales and revenue. Therefore, Maslow's theory helps researchers better understand what motivates consumers.

Question 9

Which of the following promotions is intended to help the advertiser meet the goal of habit reinforcement?

Accepted Answer

This promotion of offering a free cup of coffee after purchasing 10 cups is intended to reinforce the habit of buying coffee from the same location or store repeatedly.

Question 10

Which of the following is an example of habit acquisition?

Accepted Answer

The answer of Which of the following is an example...

Question 11

Taking into account the Elaboration Likelihood Model,which of the following purchases would most likely involve the peripheral route to persuasion?

Accepted Answer

The Elaboration Likelihood Model suggests that the peripheral route to persuasion is more likely to be used for decisions that are less personally significant or involve low involvement products. A can of soda fits this description as it is a low-cost, common, and low involvement purchase compared to the other options, which are more significant and likely to involve more detailed decision-making processes.

Question 12

During Carl's first semester in college,he walks through his student union building everyday on his way to classes.At the beginning of the semester,he easily gets distracted and stops to look at all the posters and to talk to all the groups giving out information about various causes.He was often late for class.However,by the middle of the semester,he would walk through the student union without even noticing the new groups and signs.Carl has likely created _____ to shield him from all the competing messages.

Accepted Answer

Perceptual screens refer to the brain's natural tendency to filter out irrelevant or repetitive information. This is what Carl has likely created by the middle of the semester, enabling him to walk through the student union without getting distracted.

Question 13

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

Accepted Answer

A habit is an acquired behavior pattern that becomes nearly or completely involuntary, meaning that it is almost reflexive and requires little conscious thought or effort to execute. Attitude, incentive, impetus, and motive refer to different factors that may influence or drive behavior, but they do not necessarily imply the same level of automaticity or habitualness.

Question 14

When _____ has occurred,a person experienced a change in a belief,an attitude,or a behavioral intention due to a message such as an advertisement.

Accepted Answer

Persuasion refers to the act of convincing or influencing someone's beliefs, attitudes, or behavioral intentions through a message, such as an advertisement. Evaluation refers to the process of assessing the worth or quality of something, while corroboration refers to confirming or validating something through evidence. Motivation refers to the driving force behind an individual's actions or behavior, while substantiation refers to proving the validity or truth of a claim. Therefore, the best choice for this scenario is E) persuasion.

Question 15

What are the two broad categories of learning theories used by most advertisers?

Accepted Answer

The two broad categories of learning theories used by most advertisers are cognitive theories and conditioning theories. Cognitive theories focus on the mental processes that occur during learning, such as attention, perception, and memory. Conditioning theories focus on the association between stimuli and responses, such as classical and operant conditioning.

Question 16

The stored memories in our minds are called

Accepted Answer

The term "mental files" refers to the concept that our memories are stored in a complex network of interconnected files or categories in our minds. This is a commonly accepted theory in cognitive psychology. The other options do not accurately describe the nature of our memories.

Question 17

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

Accepted Answer

The phrase "screen-building process" indicates that both fans have created mental files containing their perceptions and associations with the name Oz. Therefore, the best choice is E, mental files. The other options do not fully capture the concept of mental associations or stereotypes that are created through personal experiences and exposure to stimuli.

Question 18

Sophie loves Crunch bars.On her way home from a long day of work,she stops at a gas station to get a Crunch bar.However,when she reads Rolling Stone and finds an ad with the Snickers logo that reads "SNKRS Fnlly! Snkrs minis," she gives a chuckle and thinks maybe she will try a Snickers after work tomorrow.Which of the following describes her decision to try Snickers?

Accepted Answer

Sophie's decision to try a Snickers shows brand interest as she is intrigued by the advertisement and considering trying a new product.

Question 19

_____ are needs that we learn during our lifetime.

Accepted Answer

Wants are desires that are learned during our lifetime, unlike values, ethics, and ideals which are often instilled through upbringing or societal norms. Desires may also be innate and not necessarily learned.

Question 20

Most mass media advertising probably receives _____ processing because very few people are actually in the market for a particular product at any given time.

Accepted Answer

Peripheral processing refers to the way people process information superficially and quickly. In the case of mass media advertising, most people are not actively seeking information about a particular product, so they are likely to process the information in a peripheral way, meaning they may not pay close attention or fully engage with the advertisement.

Quiz 5: Communication and Consumer Behavior