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

Question 1

Advertising clutter has nothing to do with the context in which ads are processed.

Answer 1

False

Question 2

When consumers are inexperienced in a particular consumption setting,yet find the setting highly involving,they are likely to engage in extended problem solving.

Answer 2

True

Question 3

Melissa is considering sunglasses from Louis Vuitton,Chanel,or Hermes.This represents her evoked set.

Answer 3

True

Question 4

Consumer behavior is a process that begins with problem recognition.

Question 5

Advertising can influence internal but not external searches.

Question 6

While purchases based on habit are merely consumption simplifiers,purchases based on brand loyalty are the result of a strong commitment to a brand.

Question 7

When consumers believe their brand to be more popular than it actually is,it is called an accessibility bonus. 

Question 8

Consumers participate in rituals. 

Question 9

An internal search for information is at times sufficient,so there is no need then for an external search for consumers to find what they want.

Question 10

One perspective of consumer behavior is that the consumer is a decision maker.

Question 11

Higher involvement may be a function of a consumer-brand relationship. 

Question 12

While grocery shopping,Kate picks up "Krispy's" cereal instead of the usual cereal that she buys every week.This is an example of variety seeking. 

Question 13

Jerome always buys Coke,and only Coke-not Pepsi or any other cola brand.Consumers like Jerome,whorepeatedly purchase a single brand to fulfill a specific need,are demonstrating brand loyalty.​ 

Question 14

Advertisements should be consistent with the values of people,a society,or a culture to be more likely to stand out,demand attention,and be remembered and accepted.

Question 15

Experience and involvement are both low in the extended problem-solving decision-making mode. 

Question 16

Sometimes,advertisers try to make an otherwise low-involvement choice into a high-involvement one.

Question 17

Viewing consumers as social beings allows advertisers to consider meanings that consumers associate with brands.

Question 18

The consumption process is based on the sequence of two stages: need recognition and postpurchase use and evaluation.

Question 19

Evaluative criteria differ from one product category to the next,and consumers each have their own evoked sets generally.

Question 20

Without customer attention,there is a very strong chance that an advertiser's message will have its desired impact.

Question 21

Emotion is not an important concept in advertising.

Question 22

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

Question 23

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         .

A) a need state 
B) cognitive dissonance 
C) an evoked set 
D) stratification

Question 24

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

A) external search. 
B) need state. 
C) evoked set. 
D) stratification.

Question 25

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

A) anexternalsearch 
B) conversion 
C) cognitive dissonance 
D) an evoked set

Question 26

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

A) Involvement 
B) Stratification 
C) An internal search 
D) A life-stage variable

Question 27

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

A) Use an external search process. 
B) Conduct an internal search for information. 
C) Use an alternative evaluation process. 
D) Determine the degree of cognitive dissonance.

Question 28

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

Question 29

Two bases in consumer behavior are _______. 

A) psychological and social 
B) formal and informal 
C) predictable and non-predictable 
D) accounting and real estate

Question 30

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

Question 31

Consumer preferences relate with taste.

Question 32

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

Question 33

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) cognitive dissonance. 
D) life-stage variables.

Question 34

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

A) creation of brands. 
B) integrated brand promotion process. 
C) consumer decision-making process. 
D) cultural branding method.

Question 35

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

Question 36

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

A) evoked set 
B) need state 
C) consideration set 
D) top-of-mind awareness

Question 37

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: 

A) conducting an external search. 
B) easily influenced by subliminal advertising. 
C) experiencing advertising clutter. 
D) trying to fulfill a basic need.

Question 38

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

Question 39

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

Question 40

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.

Question 41

Maria needs to buy a tent,sleeping bag,and hiking boots for a two-week camping trip in the mountains.She has never bought camping equipment before and assesses what other equipment she may require during her trip.She also asks her friends,who have gone camping before,what equipment she should buy.Once she has purchased all the camping gear,she evaluates whether she made the right purchases.In this situation,Maria is engaging in: 

A) extended problem solving. 
B) top of mind awareness. 
C) stratification. 
D) variety seeking.

Question 42

A person is most likely to have a high degree of involvement while buying: 

A) laundry detergent. 
B) a notepad. 
C) paper towels. 
D) a car.

Question 43

Olay lotion has always been a part of what Melinda does after the bath and she does not ever want to change this.What is this describing? 

A) A consumer who is not exposed to massive volumes of ads 
B) A consumer who seeks variety 
C) A consumer who is resistant to changing rituals 
D) A consumer who misinterprets messages

Question 44

Which of the following is a difference between brand loyalty and a habit? 

A) Habit involves low involvement, whereas brand loyalty involves high involvement. 
B) Brand loyalty is not based on emotional connections, whereas habit is based on emotional connections. 
C) Brand loyalty can be easily disrupted with skillful advertisement, whereas habit cannot be disrupted with advertisements. 
D) Unlike brand loyalty, habit is based on a conscious commitment to find the brand each time the consumer purchases from the category.

Question 45

Which of the following is a similarity between habit and variety seeking? 

A) They refer to the tendency of consumers to continue using a brand for many years. 
B) They both involve a high degree of brand loyalty. 
C) They involve a high degree of emotional connection to a brand. 
D) They occur in settings where a decision isn't involving.

Question 46

______ refers to when consumers change information in a positive way to favor a particular brand with which they have an emotional connection.

A) A need state 
B) Cognitive dissonance 
C) Predecisional distortion 
D) Stratification

Question 47

There is a value that cultures place on certain objects.Wes gets a nod among groups for his expensive and rare Porsche,which is admired.This scenario demonstrates the concept of            .

A) an internal search 
B) conversion 
C) cultural capital 
D) variety seeking

Question 48

Which of the following is true about branding and advertising based on social and cultural factors? 

A) Consumer behavior lacks the ability to be meaningfully social. 
B) Advertisements are not related with cultural factors.  
C) Consumers are merely information processors. 
D) Brand meaning is an important focus.

Question 49

Popular music,celebrity spokespersons,and anything that is novel are devices for combatting: 

A) conversion. 
B) limited problem solving. 
C) cognitive dissonance. 
D) selective attention.

Question 50

Which of the following best describes the social meaning approach? 

A) It focuses on using beliefs and rituals to subconsciously manipulate people into buying something they don't need. 
B) It centers on viewing consumers solely as information processors. 
C) It involves knowing how to connect with human beings with reference to their consumption practices. 
D) It refers to connecting with people by using ads as mere socially isolated attempts to influence their attitudes.

Question 51

_____ memory is the kind of memory through which names,words,and concepts are retrieved from people's minds.

A) Iconic 
B) Episodic 
C) Emotional 
D) Semantic

Question 52

Which of the following serves as a solution to a simple consumption problem and occurs in settings where a decision isn't involving? 

A) Extended problem solving 
B) Habit 
C) Conversion 
D) Brand loyalty

Question 53

In the world of advertising,culture is seen as: 

A) people's rules and regulations. 
B) the total way of life of a people. 
C) a sense of morality in society. 
D) the spiritual beliefs of people.

Question 54

The concept of cognitive dissonance is more commonly referred to as: 

A) advertising clutter. 
B) buyer's remorse. 
C) variety seeking. 
D) a need state.

Question 55

Which of the following modes of consumer decision-making involves low involvement and low experience? 

A) Limited problem solving 
B) Habit or variety seeking 
C) Extended problem solving 
D) Brand loyalty

Question 56

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

A) a person will use a product or service. 
B) much importance accompanies the choice of a product. 
C) an individual's past experience with a product makes the person more aware about it. 
D) the consumer first heard about a product or brand.

Question 57

Manuel sees so many brands claiming related performance claims and there are just so many ads in general in the product category.In this scenario,Manuel is encountering: 

A) cognitive dissonance. 
B) a high degree of brand loyalty. 
C) advertising clutter. 
D) predecisional distortion

Question 58

Which of the following is true of culture? 

A) If you are in the ad business, you are in the culture business. 
B) It is purely national or global. 
C) It is most visible to those who are immersed in it.  
D) It is always geographic.

Question 59

A survey was conducted by Spotless,a dishwashing liquid manufacturer,at a department store.During the survey,the store manager asked customers which dishwashing liquid they utilized,to which most of them immediately replied,"Spotless." When asked why,the customers stated that they felt it was used by everyone and was the most popular.Based on the given scenario,it can be said that Spotless has             .

A) low brand loyalty 
B) high involvement 
C) an accessibility bonus 
D) a low economy of scale

Question 60

A young mother consistently buys Chips Ahoy for a special treat.However,every now and then,she buys Keebler Animal Crackers for a change in taste.Which mode of consumer decision making does this demonstrate? 

A) Clutter 
B) Variety seeking 
C) Cognitive dissonance 
D) Stratification

Question 61

A commercial for roses says that it's not Valentine's Day unless there are flowers for a gift to women,and it's not a Valentine's Day dinner without these florist's roses.This ad attempts to tie the product to a: 

A) social attitude. 
B) purchasing habit. 
C) cultural ritual. 
D) social class.

Question 62

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 began facing stiff competition from Google's Android software and Samsung. The problem for Apple was that its competition, primarily phones powered by Android operating systems, largely outnumbered the iPhone in terms of available options. In the U.S. alone, there were over twenty smartphones that run on the Android operating system, compared to Apple's one iPhone. 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)After purchasing a phone,Kathy states that she should have purchased an iPhone rather than the one she purchased because the iPhone is more popular and elegant.This is an example of        .

A) predecisional distortion 
B) life-stage variables 
C) cognitive dissonance 
D) a need state

Question 63

A designer purse,used by a celebrity,would have   . 

A) high cultural capital 
B) high social capital 
C) low inelasticity of demand 
D) low economies of scale

Question 64

A person's standing in American society is often based on social stratification,which reflects the systematicinequalities within that society regarding: 

A) caste and gender. 
B) cultural engagement and emotional intelligence. 
C) wealth, power, education, and status. 
D) religious beliefs, morals, and values.

Question 65

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

A) being subjected to taste. 
B) being somewhat involved in purchasing decisions. 
C) picking up and adopting their phrases, ideas, slogans, and agendas. 
D) buying certain, selective products based on chance.

Question 66

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.
(Scenario 5-1)Facebook played an important role in Gap reversing its decision to change the company logo.Thousands of users posted status updates expressing their distaste for the new logo,and company executives could not overlook the opinions of their customers.In this situation,Gap had a strong: 

A) need state. 
B) brand community. 
C) internal search. 
D) reaction to advertising clutter.

Question 67

Advertisers understand the child or children leaves home,the consumption patterns of the family changes.This planning criterion is known as           .

A) cultural capital 
B) a life-stage variable 
C) stratification 
D) accessibility bonus

Question 68

Which of the following is stratification based on? 

A) Political beliefs 
B) Emotional intelligence 
C) Religious beliefs 
D) Income

Question 69

One of the main reasons why social class may not be completely reliable in predicting the preferences and tastes ofAmericans is that: 

A) it has little to do with demographics. 
B) it has a hierarchical structure and involves assigned membership. 
C) many people with a huge range of income call themselves "middle class." 
D) is static, unchanging, and permanent.

Question 70

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 began facing stiff competition from Google's Android software and Samsung. The problem for Apple was that its competition, primarily phones powered by Android operating systems, largely outnumbered the iPhone in terms of available options. In the U.S. alone, there were over twenty smartphones that run on the Android operating system, compared to Apple's one iPhone. 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)While deciding on what brand of cell phone he should buy,Mark,a university student,asks his friend for suggestions on different models of cell phones.His friend immediately says that Apple,Samsung and Google are good options.This is an example of        .

A) a need state  
B) stratification 
C) an evoked set 
D) cognitive dissonance

Question 71

Related to the way a consumer's culture shapes his or her tastes and preferences is the concept of cultural capital.This refers to 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) monetary value of a brand in a particular area.

Question 72

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.
(Scenario 5-1)Gap's loyal customers generally believed the company's products were high-end and sophisticated.Judging by the initial responses,consumers felt Gap's new logo represented low-end products,and would,therefore,appeal to a lower social class.This concept of differing social levels is called: 

A) cognitive dissonance. 
B) advertising clutter. 
C) stratification. 
D) cultural capital.

Question 73

_____ are groups of consumers who feel a commonality and a shared purpose attached to a consumer good or service.

A) Brand ambassadors 
B) Trend setters 
C) Trade channels 
D) Brand communities

Question 74

Which of the following is true about gender? 

A) Advertisers have been reluctant to communicate to men and women in different ways. 
B) Gender is unequally distributed across income. 
C) Advertisers often find gender issues overly sensitive and tend to avoid them. 
D) There are no differences between men and women if they are the products of differential socialization.

Question 75

Scenario 5-3
While grocery shopping, Tina selects items that she regularly buys because she knows they taste good and she has used them for years. However, the usual Kraft cheese that she buys is not available, so she buys a similar brand of cheese that she hasn't tried but has heard of before. Kraft cheese, being a popular brand, has managed to make itself known, and when most of the customers shopping at the store were asked which cheese they bought, most of them stated Kraft almost immediately.
(Scenario 5-3)When Tina finds out that Kraft cheese is not available,she buys another brand of cheese,which she hasn't purchased before.As cheese isn't the most important item on her list,she spends very little time picking an alternate brand of cheese.This is an example of       .

A) extended problem solving 
B) limited problem solving 
C) stratification 
D) electronic word-of-mouth

Question 76

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 began facing stiff competition from Google's Android software and Samsung. The problem for Apple was that its competition, primarily phones powered by Android operating systems, largely outnumbered the iPhone in terms of available options. In the U.S. alone, there were over twenty smartphones that run on the Android operating system, compared to Apple's one iPhone. 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)Originally,one reason that the iPhone outsold other smartphones was the feeling of pride many consumers associated with owning one.This represents: 

A) an emotional benefit. 
B) a functional benefit. 
C) a taste state. 
D) cognitive dissonance.

Question 77

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.
(Scenario 5-1)Gap's logo had been extremely popular,and most of its customers had recognized and used their products for years.This is an example of              .

A) brand loyalty 
B) variety seeking 
C) advertising clutter 
D) cognitive dissonance

Question 78

Effective ads turn mere products into actual brands by: 

A) giving them cultural meaning. 
B) keeping prices lower than those of competitors. 
C) offering discounts and sales. 
D) repeating the message in more than one medium.

Question 79

Advertisements-like books,movies,posters,and paintings-can act as sociocultural "texts" that are read and interpreted by consumers.In this 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) lacks giving products a social meaning.

Question 80

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 began facing stiff competition from Google's Android software and Samsung. The problem for Apple was that its competition, primarily phones powered by Android operating systems, largely outnumbered the iPhone in terms of available options. In the U.S. alone, there were over twenty smartphones that run on the Android operating system, compared to Apple's one iPhone. 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)While searching for a phone with the best camera,Rosie finds seven different advertisements stating that their phones have great camera features when compared to others.Rosie is now confused about which brand to choose.This is an example of            .

A) advertising clutter 
B) stratification 
C) predecisional distortion 
D) life-stage variables