Question 1

According to ____ law, activating the differential threshold or achieving the just noticeable difference depends on more than simply the absolute amount of change.

Accepted Answer

Weber's law states that the just noticeable difference between two stimuli is proportional to the magnitude of the stimuli. This means that the perception of change depends on a relative change rather than an absolute amount.

Question 2

According to Weber's Law, which price increase would consumers perceive to be the greatest?

Accepted Answer

The answer of According to Weber's Law, which price increase...

Question 3

In which of the following situations would it be most difficult to change consumers' opinions about a product?

Accepted Answer

Opinions based on actual product consumption are typically more deeply ingrained because they are based on personal experience. Changing these opinions would require altering the consumer's direct experience with the product, which is more challenging than changing opinions formed through indirect sources like advertising, internet, or hearsay.

Question 4

According to Chapter 12, the danger of changing consumers' opinions is that:

Accepted Answer

The answer of According to Chapter 12, the danger of...

Question 5

____ refers to the use of two well-known brand names on a product.

Accepted Answer

Composite branding refers to the use of two well-known brand names on a product.

Question 6

According to ____, the more similar a new stimulus is to the existing one, the more likely it will evoke the same response.

Accepted Answer

Stimulus generalization is the psychological principle stating that the more similar a new stimulus is to an original conditioned stimulus, the more likely it is that the same conditioned response will be elicited. This concept is a key component of classical conditioning theories.

Question 7

Which of the following statements about the influence of color on consumers' opinions is incorrect?

Accepted Answer

Research does not support the claim that the color of a computer screen affects the perceived speed of downloading.

Question 8

Providing information about a price other than actually charged for the product is known as ____ pricing.

Accepted Answer

Reference pricing involves providing information about a price other than the one actually charged for the product, serving as a reference point for consumers to evaluate the current price.

Question 9

Free samples are most effective at increasing:

Accepted Answer

Free samples are most effective at increasing an initial or trial purchasing because they allow consumers to try a product risk-free before committing to a purchase. This can be particularly effective for new products or brands entering the market.

Question 10

Suppose that 30% of target consumers receiving a free sample make a trial purchase and that 20% of these trial purchasers make a repeat purchase. What is the total market penetration among those receiving the free sample?

Accepted Answer

First, 30% of those receiving a free sample make a trial purchase. Then, 20% of these trial purchasers make a repeat purchase. So, the total market penetration is 30% * 20% = 6%.

Question 11

____ advertising appeals attempt to influence consumers' beliefs about the advertised product, while ____ advertising appeals attempt to influence consumers' feelings about the advertised product.

Accepted Answer

The answer of ____ advertising appeals attempt to influence consumers'...

Question 12

____ advertising appeals attempt to influence consumers' opinions about the advertised product's ability to communicate something about those who use the product.

Accepted Answer

Value-expressive appeals are designed to influence consumers by suggesting that a product can enhance their self-image or communicate something desirable about them to others.

Question 13

When products are valued for their ability to satisfy consumption needs that are independent of the consumer's self-image or social image needs, ____ advertising appeals are likely to be most effective.

Accepted Answer

Utilitarian appeals focus on the practical, functional, or utilitarian needs of consumers, which aligns with the description of products valued for their ability to satisfy consumption needs independent of self-image or social image needs.

Question 14

When a product possesses an important advantage over the competition, which of the following types of advertising would be most appropriate for communicating this advantage to consumers?

Accepted Answer

Comparative advertising is specifically designed to highlight the advantages or benefits of a product in comparison to competitors on the market. This type of advertising directly compares the features, benefits, or prices of a product against those of competing products, making it the most appropriate choice for communicating a product's important advantage over the competition.

Question 15

Advertising claims that can be validated before purchase by examining information readily available in the marketplace are known as ____ claims.

Accepted Answer

Search claims are those that can be validated before purchase by examining information readily available in the marketplace.

Question 16

Advertising claims that focus on factual information that is not subject to individual interpretation are called:

Accepted Answer

Objective claims are based on factual information that can be verified and is not subject to personal feelings or interpretations.

Question 17

Claims such as "low priced" or "lightweight"
Would be considered as:

Accepted Answer

Claims such as "low priced" or "lightweight" are subjective claims because they are based on the opinion of the individual making the claim.

Question 18

Product endorsers can help shape consumers' product opinions in many ways. Which of the following is not one of these ways?

Accepted Answer

All the options listed (A, B, C, D) are ways in which product endorsers can influence consumers' opinions about a product. They can add value and meaning to a product, provide testimonies about its effectiveness, make consumers more receptive to an ad's claims, and serve as a peripheral cue that influences consumers' attitudes towards the product.

Question 19

According to the ____ hypothesis, endorsers are most effective when they are perceived as an appropriate spokesperson for the endorsed product.

Accepted Answer

The match-up hypothesis suggests that endorsers are most effective when there is a good fit or match between the endorser and the product being endorsed. This means that the characteristics, qualities, or image of the endorser should align well with the product for the endorsement to be persuasive and credible.

Question 20

Game-framed messages are more effective when consumers:

Accepted Answer

Game-framed messages tend to be more effective when consumers are in a negative mood state or when they engage in relatively low levels of thinking during message processing. This is because the interactive and engaging nature of game-framed messages can be particularly appealing and effective in lifting mood or capturing the attention of those not deeply engaged in cognitive processing.

Quiz 12: Shaping Consumers Opinions