Deck 14: Consumer Psychology

Question 1

The sales test technique does not permit control of extraneous variables.

Answer 1

False

Question 2

John B.Watson conducted a famous study on packaged cake mixes that influenced consumer research.

Answer 2

False

Question 3

According to the survey conducted by the American Association of Advertising Agencies, most people (54%)
feel compelled to investigate for purchase those products that overwhelmed them with advertising.

Answer 3

False

Question 4

Advertising appeals may be positive, negative, or mixed.

Question 5

Physiological measures are ineffective in measuring advertising effectiveness.

Question 6

Virtual focus groups operate essentially the same as face-to-face work groups.

Question 7

Trademarks are not effective as an advertising aid.

Question 8

In contrast to previous research, Knutson, Ricks, Wimmer, Prelec, and Loewenstein (2007) found that changes in brainwave patterns in reaction to a product provided any guidance on what other products a person might like.

Question 9

Shock appeals are more effective than negative appeals.

Question 10

Ernest Dichter used Freudian psychoanalysis to analyze consumer behavior.

Question 11

Sexy images seem to influence how much of the advertising message is recalled.

Question 12

Neuromarketing involves measuring physiological changes in facial muscles in response to TV commercials.

Question 13

An advantage to the focus group over surveys is that focus group members are unlikely to distort their answers.

Question 14

Negative appeals in advertising are especially effective when the consequences pictured are very unpleasant.

Question 15

A study of 200 English TV viewers by Haq (2007) found that commercials shown during prime time in the evening stimulated parts of the brain associated with attention, concentration and memory significantly more than the same commercials shown in the morning.

Question 16

Research found that participants who were shown a happy video were willing to pay 300% more for a water bottle than those who viewed a sad video.

Question 17

One of the most direct ways of observing shopping behavior at a supermarket is to place video cameras in stores.

Question 18

Consumer psychology studies consumer behavior through surveys, focus groups, in-depth procedures, and behavioral observations.

Question 19

As reported by Elliot (2004), the results of the nationwide survey by the American Association of Advertising
Agencies did not make ad agencies happy.

Question 20

There is lower recall with a sexy ad.

Question 21

The number of Internet shoppers increased by 40% between 2006 and 2008.

Question 22

People over 50 control half the discretionary income in the U.S.

Question 23

Teens between ages 13 and 17 are exposed to an average of 40,000 TV ads a year.

Question 24

Children between 4 and 12 years of age control approximately $35 billion in disposable income.

Question 25

Racial identification is an important recall aid for those with identification in Black culture.

Question 26

Black consumers are more willing than others to pay more for products they consider high quality.

Question 27

Most people fail to remember three-fourths of the TV ads they see within one day.

Question 28

Hispanics became the largest minority group in the U.S.in 2008.

Question 29

The recall rate for commercials viewed on TV is significantly higher than those shown in movie theaters.

Question 30

The higher the price of a product, the higher the perceived quality.

Question 31

Brand loyalty is easily overcome through advertising.

Question 32

According to Auty and Lewis (2004), brand placement is ineffective for children under eight years of age.

Question 33

Simpler Web-page design is effective in getting people to purchase the advertised products.

Question 34

Family and friends are an important source of purchasing information for Hispanics.

Question 35

Banner advertising is more effective for high-involvement items than it is for low-involvement items.

Question 36

The price of a product can influence buying behavior, independent of advertising and product quality.

Question 37

All Asians share a common culture.

Question 38

Approximately 65% of all Internet users do so primarily for shopping.

Question 39

Most people like TV commercials.

Question 40

Online shoppers are more likely to be men.

Question 41

Approximately 40% of gay men and women are college graduates.

Question 42

Research indicates that mothers will purchase a cereal or snack item approximately of the time when demanded by their child.

A)10 percent
B)30 percent
C)50 percent
D)66 percent

Question 43

A method of surveying public opinion through the paid participation of 8-12 group members is known as .

A)projective group
B)focus group
C)Nielsen group
D)virtual projective group

Question 44

Virtual focus groups .

A)are conducted on-line
B)offer the advantage of lower cost
C)none of the above
D)a and b

Question 45

The nationwide survey by the American Association of Advertising Agencies found:

A)Most respondents are attracted to products that overwhelm them with advertising.
B)Most respondents feel the amount of advertising they are exposed to is out of control.
C)Most respondents are interested in ad-blockers.
D)b and c
E)None of the above

Question 46

proposed that consumer behavior could be conditioned.

A)Sigmund Freud
B)Walter Dill Scott
C)Lillian Gilbreth
D)John B.Watson

Question 47

The premise underlying the use of surveys in consumer research is that _.

A)most people will reveal their feelings to the researcher
B)people must be offered an incentive to respond
C)surveys are not useful
D)none of the above

Question 48

When researchers watched mothers shop with young children, percent of the time the children asked for a certain cereal or snack.

A)10
B)25
C)65
D)75

Question 49

Projective techniques are criticized for .

A)being valid
B)being unreliable
C)revealing only what people say they believe or will do
D)b and c

Question 50

Physiological changes in response to TV commercials are measured using .

A)MRI
B)EMG
C)EEG
D)PET

Question 51

Regarding surveys, .

A)people respond reliably and accurately
B)the difficulty is the complex and changeable nature of human behavior
C)most people will not express their opinions when somebody asks them a question
D)b and c

Question 52

Which of the following is a way of testing the effectiveness of an advertising campaign by introducing the new advertising in selected test markets?

A)Recognition technique
B)Sales test technique
C)Aided recall technique
D)Coupon returns

Question 53

Ernest Dichter influenced consumer research through his application of psychoanalytic techniques in the study of _.

A)Coca-Cola
B)packaged cake mixes
C)insect spray
D)automobiles

Question 54

A highly accurate method for testing the effect of ads on sales is .

A)coupon returns
B)aided recall
C)sales tests
D)physiological measurements

Question 55

Who was John Watson?

A)Founder of the Sloan School of Advertising
B)Founder of the behaviorist school of psychology
C)Brought scientific experimental and survey methods to marketing
D)b and c

Question 56

To probe deeper motivations and uncover feelings not assessable by other techniques, some consumer psychologists recommend the use of .

A)projective techniques
B)focus groups
C)virtual focus groups
D)sales test technique
E)recognition technique

Question 57

Comparing the responses of actual and virtual focus groups, .

A)the responses are the same
B)the responses look nothing alike
C)people speak more freely on-line
D)people speak more freely in face-to-face focus groups

Question 58

Which of the following is an advantage of online surveys over telephonic surveys?

A)They are faster
B)They are cheaper
C)The response rate is higher
D)a, b, and c

Question 59

The Muslim-American market continues to be completely ignored by advertisers.

Question 60

involves measuring brain activity and functions in response to marketing and advertising programs.

A)Projective testing
B)Physiological measurement
C)Sales testing
D)Neuromarketing

Question 61

The product's "personality" is its _.

A)trademark
B)packaging
C)brand
D)image

Question 62

This type of Internet shopper is typically age 30 to 49 with two children and most often visits the web for product information.

A)Time-sensitive materialist
B)Clicks and mortar
C)Hooked, online, and single
D)Hunter-gatherers

Question 63

The goal of institutional advertising is to .

A)enable consumers to make more intelligent purchasing decisions
B)persuade the public that the company is a good neighbor and community benefactor
C)provide performance data and safety record
D)increase self-esteem

Question 64

Based on existing research, consumers would generally believe coffee tastes better when poured from a _.

A)thermos
B)Mr.Coffee
C)silver urn
D)it makes no difference

Question 65

A price reduction obtained by promotes greater sales than does _.

A)redeeming a coupon; direct price markdown
B)direct price markdown; redeeming a coupon
C)raising prices; redeeming a coupon
D)similar results (redeeming a coupon; price markdown)

Question 66

An ad's content featuring sexy women is read more often by than by .

A)men; women
B)women; men
C)both sexes equally
D)Whites; Hispanics

Question 67

Advertising appeals can be or .

A)uplifting; external
B)external; internal
C)positive; negative
D)implied superiority; negative

Question 68

Approximately percent of Americans use coupons when shopping.

A)25
B)50
C)75
D)80

Question 69

There are approximately coupons distributed annually in the U.S.

A)35 Billion
B)100 Billion
C)335 Billion
D)1 Trillion

Question 70

The new "Betty Crocker" is .

A)the same as the old Betty Crocker
B)a computer generated hybrid
C)a real person in history
D)in existence since 1986

Question 71

Negative appeals .

A)are always more effective than positive appeals
B)don't work when the consequences are overly unpleasant
C)work well when the consequences are especially unpleasant
D)strong negative appeals are more significant than moderate appeals

Question 72

How effective are celebrity endorsements?

A)Have little impact on sales
B)Have little impact on sales unless the celebrity is viewed as having expertise related to the product
C)Have significant impact on sales
D)Effectiveness increases with exposure from selling a number of products

Question 73

The the web-page design, the the intent to purchase the product.

A)simpler; less
B)more complex; greater
C)simpler; greater
D)no difference between complexity and intent

Question 74

This type of Internet shopper is more likely to be single young men with high incomes and shop online most often.

A)Time-sensitive materialist
B)Clicks and mortar
C)Hooked, online, and single
D)Hunter-gatherers

Question 75

This type of Internet shopper tends to shop online but prefers to make purchases in stores.

A)Time-sensitive materialist
B)Clicks and mortar
C)Hooked, online, and single
D)Hunter-gatherers

Question 76

What was the first product to use coupons?

A)Pepsi
B)Ford
C)Coca-Cola
D)Baking soda

Question 77

How effective are banner ads on the Web?

A)Significant
B)Insignificant
C)Undetermined
D)Counterproductive

Question 78

Which of the following regarding sex in advertising is correct?

A)It has high attention-getting value
B)It has low recall for the ads themselves
C)The value has been accepted on faith
D)All of the above

Question 79

A familiar can facilitate advertising effectiveness because it serves as a short-hand symbol of the feelings and images associated with the product.

A)trademark
B)celebrity
C)a and c
D)none of the above

Question 80

In Chinese, Coca-Cola means _.

A)great taste
B)bite the wax tadpole
C)skin the kicking dog
D)less filling