Question 1

While purchases based on brand loyalty are often just consumption simplifiers, purchases based on habit are the result of strong commitment.

Accepted Answer

Purchases based on habit are typically automatic and do not necessarily involve strong commitment, whereas brand loyalty involves a conscious preference and commitment to a brand.

Question 2

Consumption episodes are based on the sequence of four stages: need recognition, information search and alternative evaluation, purchase, and postpurchase use and evaluation.

Accepted Answer

This statement is true. The four stages of a consumption episode are need recognition, information search and alternative evaluation, purchase, and post-purchase use and evaluation.

Question 3

Advertisements that are not consistent with the values of a people, a society, or a culture are likely to stand out, demand attention, and be remembered and accepted.

Accepted Answer

Advertisements that are inconsistent with the values of a people, society or culture are more likely to be rejected by them. Such ads may attract attention, but they are unlikely to be remembered and accepted positively.

Question 4

Kia glances into her shopping cart and realizes she never tries a "new" brand, an "off" brand, or a "store" brand, but always seems to pick the traditional, well-known products that are practically "household" names-Crest, Tide, Cheerios, Kleenex.This preference for certain products is called brand attitude.

Accepted Answer

Brand attitude refers to a consumer's preference for certain brands over others. In the given scenario, Kia has a preference for well-known brands and does not try new or store brands, indicating her brand attitude.

Question 5

Selective attention is essentially the greatest challenge to advertisers, because consumers commonly rely on this powerful perceptual defense to simply ignore ads that don't interest them.

Accepted Answer

Selective attention refers to the ability of individuals to focus on a particular stimulus while ignoring others. This can make it difficult for advertisers to capture the attention of consumers who are not interested in their product or message.

Question 6

Functional benefits from a product or service are derived from the intangible characteristics of that product or service and are strong factors in purchase decisions.

Accepted Answer

Functional benefits are derived from the tangible characteristics of a product or service, such as its features and performance, rather than intangible characteristics.

Question 7

Rituals can take the form of ordinary things that are done in a certain way -- not randomly -- and are performed in the same way by people of all cultures.

Accepted Answer

The answer of Rituals can take the form of ordinary...

Question 8

In the text, involvement and prior experience are combined to derive eight types of consumer decision making.

Accepted Answer

The text does not specify that involvement and prior experience are combined to derive eight types of consumer decision making.

Question 9

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

Accepted Answer

The statement correctly identifies the behavior of a consumer demonstrating brand loyalty by repeatedly purchasing a single brand to fulfill a specific need.

Question 10

The elaboration likelihood model of information processing (ELM) identifies two unique paths to attitude change: the central route to persuasion and the peripheral route to persuasion.

Accepted Answer

The statement accurately describes the ELM, which proposes that there are two distinct processing routes that individuals may take when encountering persuasive messages, either the central or the peripheral route.

Question 11

Advertising can influence both internal and external searches.

Accepted Answer

Advertising can influence a person's internal search by shaping their perceptions and preferences for certain brands or products. It can also influence their external search by providing information and guidance on where to find the advertised product or service.

Question 12

When an individual feels a symbolic or self-expressive meaning about a brand, his or her involvement level tends to be lower within this product category.

Accepted Answer

When an individual feels a symbolic or self-expressive meaning about a brand, their involvement level tends to be higher within this product category. The individual is likely to have a deeper emotional connection and attachment to the brand, leading to a higher level of involvement in the category.

Question 13

Evaluative criteria are universal traits or attributes that pertain to all product categories, used as rating factors when considering purchases and reviewing a consideration set.

Accepted Answer

Evaluative criteria are specific to each product category and vary depending on the type of product being considered. They are not universal traits but are tailored to the attributes relevant to the specific products being evaluated.

Question 14

Two major obstacles must be overcome for an ad message to be effective-consumer resistance to changing beliefs, and consumer exposure to massive volumes of ads.

Accepted Answer

Consumer resistance to changing beliefs and exposure to massive volumes of ads are indeed two major obstacles that must be overcome for an ad message to be effective.

Question 15

Advertising has never been able to point out or activate a need state, but it has been able to provide information on how to alleviate the discomfort of an existing unfulfilled need.

Accepted Answer

Advertising has been known to create a need state through various techniques like persuasion, emotional appeal, and creating a sense of urgency or desire for a particular product or service.

Question 16

When researchers study consumer behavior, they study a process that begins with the product evaluation and ends with the perception of a need.

Accepted Answer

The process of studying consumer behavior typically begins with the perception of a need and ends with the evaluation of the product.

Question 17

MAAMs stands for Marketing Analysis of Attribute Models, and it is a framework used to identify four primary "attribute models" that make up consumer decision making.

Accepted Answer

MAAMs stands for Multi-Attribute Attitude Models, which are used to evaluate consumer attitudes based on multiple attributes of a product or service, not specifically for identifying four primary "attribute models."

Question 18

Shortly after Juan bought a Ford truck, he began to second-guess his decision, nervously questioning whether the Toyota or Chevy trucks were actually better deals.He wondered if he had really made the right purchase, going through a common experience called internal search.

Accepted Answer

The experience described is known as "buyer's remorse," not "internal search." Buyer's remorse is the feeling of regret after making a purchase, while internal search refers to the process of recalling information from memory to make a decision.

Question 19

Viewing consumers as social beings who do more than just process information allows advertisers to focus on the attitudes they have toward brands, which are much more important than the meanings they associate with brands.

Accepted Answer

Both attitudes toward brands and the meanings consumers associate with them are important for advertisers. Understanding consumers as social beings involves considering both aspects to effectively engage and influence them.

Question 20

Values are the accumulation of ideas and feelings-either factual or self-serving-that a person has about an object or an issue.

Accepted Answer

Values are principles or standards of behavior that guide how a person behaves or makes decisions, not just an accumulation of ideas and feelings about an object or issue.

Quiz 5: Advertising, Integrated Brand Promotion, and Consumer Behavior