Question 1

Viewers hear music playing and people talking over cups of coffee.The brand name in the ad is only revealed at the end.This is an example of a(n)
A) inferential ad.
B) source derogation ad.
C) self-nonreferencing ad.
D) indirect comparison ad.
E) mystery ad.

Accepted Answer

The ad is intentionally keeping the brand name a mystery until the end, and only revealing it then. This is an example of a mystery ad.

Question 2

When a new flavor of grilled chicken came out,Kim did not like it.After a while,she began to like it.Then,after she ate it a few more times,she became bored with it.This is an example of
A) attrition.
B) preference.
C) favorability.
D) wearout.
E) closeness.

Accepted Answer

This is an example of wearout, which refers to the decrease in liking or interest in a product after repeated exposure or consumption. Initially, Kim did not like the new flavor of grilled chicken, but then her preference changed and she began to like it. However, after consuming it a few more times, she became bored with it, indicating wearout.

Question 3

In a mystery ad the brand is
A) never revealed in the ad.
B) processed by very low and obscure routes.
C) promoted by an obscure source.
D) processed by simple heuristics that elicit very high elaboration.
E) not identified until the end of the ad.

Accepted Answer

In a mystery ad, the brand is typically not identified until the end of the ad, creating intrigue and maintaining viewer interest.

Question 4

The speaker in the ARAMO Enterprises sales seminar asked her audience "Would you like to be financially independent before the age of 50?" This is best thought of as an example of using ____ to elicit self-referencing.
A) a rhetorical question
B) emotional appeals
C) visuals
D) a "bait and switch" tactic
E) a teaser

Accepted Answer

The speaker is asking the audience a question that is meant to make them think about and contemplate their own personal goals and desires, thus encouraging self-reference. This is a common technique in rhetorical questioning.

Question 5

The study of low elaboration affective processes could include all of the following areas except
A) the theory of reasoned action.
B) the mere exposure effect.
C) classical conditioning.
D) an attitude toward the ad.
E) mood.

Accepted Answer

The theory of reasoned action focuses on high elaboration processes, where individuals actively consider and evaluate information before forming an attitude or intention to act. Low elaboration affective processes, on the other hand, involve automatic responses that are not typically based on active consideration of information. The other options all relate to low elaboration affective processes.

Question 6

The same ad for Bmarts,"the low price leader," that was played repeatedly led Jon to believe that this store had lower prices even though he did not really pay much attention to the ad.This is an example of repetition leading consumers to
A) process the information without wearout.
B) feel strongly about the central arguments in an ad.
C) acquire basic knowledge about features or benefits.
D) feel a sense of mystery about the sponsor of an ad.
E) feel strongly about the peripheral arguments in an ad.

Accepted Answer

Repetition can lead consumers to acquire basic knowledge about features or benefits, even if they do not pay much attention to the ad.

Question 7

____ is (are)a way of affecting consumers' attitudes without evoking much elaboration.
A) Transitive ads
B) Mystery ads
C) Operant conditioning
D) Modeling
E) Classical conditioning

Accepted Answer

Classical conditioning is a way of affecting consumers' attitudes without evoking much elaboration. It involves pairing a stimulus with a response to eventually create an association between the two. This can lead to a positive or negative attitude towards the product or brand, without requiring the consumer to actively think about it.

Question 8

The canning company wanted its audience to feel romance whenever it saw the giant fish label on its tuna fish can.This was could occur with a lot of advertising.In classical conditioning,the fish label can be thought of as a(n)____ stimulus.
A) rapid
B) conditioned
C) automatic
D) involuntary
E) unconditioned

Accepted Answer

The fish label on the tuna fish can is being associated with the feeling of romance through advertising, which is a learned response. Therefore, it can be considered a conditioned stimulus in classical conditioning.

Question 9

According to the mere exposure effect,humans tend to
A) expose themselves to others' opinions.
B) prefer the familiar to the unfamiliar.
C) expose themselves to others' emotions.
D) prefer not to expose their emotions.
E) prefer the unfamiliar to the familiar.

Accepted Answer

The mere exposure effect refers to the phenomenon where individuals tend to develop a preference for things that are familiar to them. Therefore, they are more likely to choose the familiar option over the unfamiliar one.

Question 10

In classical conditioning,when the unconditioned stimulus is presented first,it is known as
A) concurrent conditioning.
B) unconditioned conditioning.
C) forward conditioning.
D) operant conditioning.
E) backward conditioning.

Accepted Answer

In classical conditioning, when the unconditioned stimulus is presented first, followed by the conditioned stimulus, it is known as backward conditioning. This is less common and typically less effective than forward conditioning, where the conditioned stimulus is presented before the unconditioned stimulus.

Question 11

Self-referencing in ads tries to induce consumers to
A) think more about themselves, thereby heightening needs for self gratification.
B) vicariously experience something new.
C) relate the message to their own experience or self-image.
D) think about the sponsor as a friend.
E) become emotionally distant from the message, thus eliciting cognitions.

Accepted Answer

Self-referencing in ads is designed to make consumers relate the message to their own experience or self-image. This technique is used to make ads more personal and meaningful to consumers, thereby increasing the likelihood of purchase.

Question 12

A campaign for Windsor Canadian whiskey shows a man with his briefcase stuck in a subway door with the caption "Fortunately,every day comes with an evening." Since everyone has a bad day once in a while,this is an example of ____ in an ad.
A) a cognitive argument
B) experiencing
C) self-referencing
D) involving
E) situational involving

Accepted Answer

The ad uses self-referencing by depicting a relatable situation that many people have experienced, encouraging the audience to connect personally with the message.

Question 13

The mere exposure effect is the result of
A) increasing understanding of the cognitions in an argument.
B) raising attention levels toward the message.
C) mere familiarity increasing liking.
D) increasing the number of associations attached to a schema.
E) attaching more favorable associations to the schema.

Accepted Answer

The mere exposure effect is when familiarity of a stimulus increases liking or preference for it, without any meaningful interaction or relationship between the stimulus and the individual. This means that as exposure to a stimuli (such as a person, object or idea) increases, the individual will develop a sense of comfort and liking towards it, even if the exposure is brief and lacking in depth.

Question 14

A conditioned stimulus is something that,by itself,
A) does not elicit an automatic response.
B) elicits an automatic response.
C) stimulates an involuntary response.
D) stimulates several involuntary responses.
E) conditions neural pathways to aid in the formation of schemas.

Accepted Answer

A conditioned stimulus is a stimuli that becomes associated with a natural response through repeated pairing with an unconditioned stimulus. By itself, it does not elicit an automatic response, but eventually will elicit a conditioned response after pairing with an unconditioned stimulus.

Question 15

When a response can be evoked in the presence of the conditioned stimulus,it is said to be a(n)____ response.
A) voluntary
B) automatic
C) conditioned
D) unconditioned
E) inflexible

Accepted Answer

A conditioned response is a learned response that occurs when a conditioned stimulus is presented. This means that the response is not automatic (like an unconditioned response) and not necessarily voluntary. It is specifically associated with the conditioning process.

Question 16

Burger King used songs from the 60s and 70s in their ads to evoke a positive response in baby boomer consumers.The music could act as a(n)____ in classical conditioning to create a good feeling toward Burger King.
A) conditioned stimulus
B) unconditioned stimulus
C) conditioned response
D) unconditioned response
E) positive reinforcement

Accepted Answer

The answer of Burger King used songs from the 60s...

Question 17

Studies show that conditioning is most likely to occur when
A) the conditioned stimulus-unconditioned stimulus link is relatively novel or unknown.
B) there is a high level of elaboration.
C) there is a firmly established schema.
D) the conditioned stimulus is consistently paired with the unconditioned stimulus.
E) central issues or arguments are presented in the conditioning.

Accepted Answer

D  Conditioning is more effective when the conditioned stimulus-unconditioned stimulus link is novel, as it reduces interference from previous associations, and when the conditioned stimulus is consistently paired with the unconditioned stimulus, reinforcing the association.

Question 18

Learning that occurs from repetition rather than from conscious processing is known as
A) constant exposure.
B) active processing.
C) unpersuasive exposure.
D) incidental learning.
E) message acquisition.

Accepted Answer

Incidental learning is learning that occurs without conscious awareness or intention, through repetition and exposure to stimuli in the environment.

Question 19

Common strategies to induce self-referencing might include all of the following except
A) directly asking consumers to self-reference.
B) using the second person.
C) asking rhetorical questions.
D) using novelty or uniqueness appeals.
E) showing visuals of situations to which consumers can easily relate.

Accepted Answer

The other four strategies listed are all effective ways to induce self-referencing in consumers. Using novelty or uniqueness appeals may not directly prompt self-referencing, but it can make a product stand out and make the consumer feel unique or special by choosing it, which can indirectly lead to self-referencing.

Question 20

Scratch-and-sniff ads are an example of attempts by marketers to ____ consumers.
A) increase the support arguments of
B) increase the involvement of
C) simplify processing by
D) decrease the effect of
E) generate more complex category-based processing in

Accepted Answer

Scratch-and-sniff ads are meant to engage the senses and increase the involvement of consumers with the product or advertisement. They aim to make the consumer more curious and interested in the product, leading to a higher chance of purchase.

Quiz 6: Attitudes Based on Low Effort

Viewers hear music playing and people talking over cups of coffee.The brand name in the ad is only revealed at the end.This is an example of a(n)

When a new flavor of grilled chicken came out,Kim did not like it.After a while,she began to like it.Then,after she ate it a few more times,she became bored with it.This is an example of

In a mystery ad the brand is

The speaker in the ARAMO Enterprises sales seminar asked her audience "Would you like to be financially independent before the age of 50?" This is best thought of as an example of using ____ to elicit self-referencing.

The study of low elaboration affective processes could include all of the following areas except

The same ad for Bmarts,"the low price leader," that was played repeatedly led Jon to believe that this store had lower prices even though he did not really pay much attention to the ad.This is an example of repetition leading consumers to

____ is (are) a way of affecting consumers' attitudes without evoking much elaboration.

The canning company wanted its audience to feel romance whenever it saw the giant fish label on its tuna fish can.This was could occur with a lot of advertising.In classical conditioning,the fish label can be thought of as a(n) ____ stimulus.

According to the mere exposure effect,humans tend to

In classical conditioning,when the unconditioned stimulus is presented first,it is known as

Self-referencing in ads tries to induce consumers to

A campaign for Windsor Canadian whiskey shows a man with his briefcase stuck in a subway door with the caption "Fortunately,every day comes with an evening." Since everyone has a bad day once in a while,this is an example of ____ in an ad.

The mere exposure effect is the result of

A conditioned stimulus is something that,by itself,

When a response can be evoked in the presence of the conditioned stimulus,it is said to be a(n) ____ response.

Burger King used songs from the 60s and 70s in their ads to evoke a positive response in baby boomer consumers.The music could act as a(n) ____ in classical conditioning to create a good feeling toward Burger King.

Studies show that conditioning is most likely to occur when

Learning that occurs from repetition rather than from conscious processing is known as

Common strategies to induce self-referencing might include all of the following except

Scratch-and-sniff ads are an example of attempts by marketers to ____ consumers.