Question 1

Which of the following is used to evaluate data based on innate factors,such as the consumer's personality and learned factors,such as self-concept,interests,and lifestyle?
A) Classical conditioning
B) Centers of influence
C) Equal-value exchange
D) Psychological screens
E) Self-actualizing needs

Accepted Answer

Psychological screens evaluate data based on innate factors, such as the consumer's personality and instinctive human needs, and learned factors, such as self-concept, interests, attitudes, beliefs, past experiences, and lifestyle.

Question 2

Which of the following contributes to the development of interests,attitudes,beliefs,preferences,prejudices,emotions,and standards of conduct-all of which affect,among other things,one's eventual purchase decisions?
A) Stimulation
B) Perception
C) Simulation
D) Learning
E) Cognition

Accepted Answer

Learning contributes to the development of interests, attitudes, beliefs, preferences, prejudices, emotions, and standards of conduct-all of which affect, among other things, one's eventual purchase decisions.

Question 3

In _____,consumers have a higher level of involvement with the product or the message,so they are motivated to pay attention to the central,product-related information.
A) a center of influence
B) the central route to persuasion
C) an exchange
D) postpurchase evaluation
E) distributive bargaining

Accepted Answer

In the central route to persuasion, consumers have a higher level of involvement with the product or the message, so they are motivated to pay attention to the central, product-related information, such as product attributes and benefits or demonstrations of positive functional or psychological consequences.

Question 4

_____,a theory of learned association,involves an organism receiving reinforcement for a behavior.
A) Classical conditioning
B) Elaboration Likelihood Model
C) Hierarchy of needs
D) Social cognitive theory
E) Operant conditioning

Accepted Answer

Operant conditioning involves an organism receiving reinforcement for a behavior.

Question 5

Which of the following is true of consumers in the context of the peripheral route to persuasion?
A) Consumers are highly motivated to pay attention to the central, product-related information.
B) Consumers tend to form strong product beliefs, positive brand attitudes, and purchase intention.
C) Consumers tend to learn cognitively and comprehend information at a deeper level.
D) Consumers have little or no reason to comprehend the central information of an ad.
E) Consumers have a higher level of involvement with the product or the message.

Accepted Answer

In the peripheral route to persuasion, consumers have little or no reason to pay attention to it or to comprehend the central information of the ad.

Question 6

Which of the following product promotions will reinforce consumer habits and increase brand loyalty?
A) For every jar of coffee a customer purchases, he or she gets another free.
B) A sales clerk gives out free samples of mustard sauce at the supermarket.
C) An advertisement demonstrates the superiority of one brand of beer over another.
D) A vacuum cleaner salesperson offers to clean the carpet at a customer's house.
E) A new brand of soap offers a discount to lure customers away from an established brand.

Accepted Answer

Reinforcing habits refers to reminding current customers of the value of their original purchase and encouraging them to continue purchasing.

Question 7

_____ remind(s)current customers of the value of their original purchase and encourage them to continue purchasing.
A) Brand loyalty
B) Acquiring habits
C) Informational motives
D) Reinforcing habits
E) Patronizing habits

Accepted Answer

Reinforcing habits remind current customers of the value of their original purchase and encourage them to continue purchasing.

Question 8

_____ refers to the acquired behavior pattern that becomes nearly or completely involuntary.
A) Attitude
B) Perception
C) Learning
D) Habit
E) Stimulus

Accepted Answer

Habit-the acquired behavior pattern that becomes nearly or completely involuntary-is the natural extension of learning.

Question 9

Paula always drinks a Softpop,a brand of soda.If the department store where she usually shops does not stock Softpop,she refuses to buy a different brand and goes to another store to find it.In this instance,she displays _____ for Softpop through her behavior.
A) brand reflection
B) brand loyalty
C) brand heritage
D) brand value
E) brand equity

Accepted Answer

Brand loyalty is the consumer's conscious or unconscious decision, expressed through interest or behavior, to repurchase a brand continually. It occurs because the consumer perceives that the brand offers the right product features, image, quality, or relationship at the right price.

Question 10

_____ occur(s)when the change in belief,attitude,or behavioral intention is caused by promotion communication.
A) Wants
B) Needs
C) Perception
D) Utility
E) Persuasion

Accepted Answer

Persuasion occurs when the change in belief, attitude, or behavioral intention is caused by promotion communication (such as advertising or personal selling).

Question 11

Which of the following defines brand interest?
A) It refers to the extent to which a brand is recognized by customers.
B) It refers to the goodwill earned by a brand over a period of time.
C) It refers to an individual's openness or curiosity about a brand.
D) It refers to the core characteristics and values of a brand.
E) It refers to the consumer's decision to repurchase a brand continually.

Accepted Answer

Brand interest is an individual's openness or curiosity about a brand.

Question 12

_____ is a relatively permanent change in thought process or behavior.
A) Stimulus
B) Perception
C) Utility
D) Learning
E) Cognition

Accepted Answer

By definition, learning is a relatively permanent change in thought process or behavior.

Question 13

_____ is the consumer's conscious or unconscious decision,expressed through intention or behavior,to repurchase a brand continually.
A) Brand loyalty
B) Brand equity
C) Brand interest
D) Brand awareness
E) Brand value

Accepted Answer

Brand loyalty is the consumer's conscious or unconscious decision, expressed through intention or behavior, to repurchase a brand continually.

Question 14

_____ refers to the underlying forces that contribute to our actions.
A) Exchange
B) Utility
C) Habit
D) Motivation
E) Attitude

Accepted Answer

Motivation refers to the underlying forces (or motives) that contribute to our actions.

Question 15

Which of the following theories of learned association suggests that when individuals in the environment experience good outcomes,people are motivated to try the behavior that led to them?
A) Social cognitive theory
B) Operant conditioning
C) Classical conditioning
D) Elaboration Likelihood Model
E) Theory of cognitive dissonance

Accepted Answer

Albert Bandura's social cognitive theory provides a richer, cognitive perspective on how people learn. When individuals in our environment (called models by Bandura) experience good outcomes, we are motivated to try the behavior that led to them.

Question 16

_____ are the basic,often instinctive,human forces that motivate us to do something.
A) Needs
B) Motives
C) Stimuli
D) Attitudes
E) Habits

Accepted Answer

Needs are the basic, often instinctive, human forces that motivate us to do something.

Question 17

_____ is the theory of learning associated with the Russian psychologist Pavlov.
A) Social cognitive theory
B) Operant conditioning
C) Classical conditioning
D) Elaboration Likelihood Model
E) Hierarchy of needs

Accepted Answer

Classical conditioning is the theory of learning associated with the Russian psychologist Pavlov.

Question 18

A(n)_____ is our acquired mental position regarding some idea or object.
A) model
B) need
C) attitude
D) exchange
E) evoked set

Accepted Answer

An attitude is one's acquired mental position regarding some idea or object.

Question 19

Which of the following is true of mental files?
A) Memory is not affected by a person's biases.
B) It is important that advertisers understand what is in the consumer's mental files.
C) Memory is an unlimited resource.
D) Advertisers cannot modify consumers' mental files.
E) Information in mental files is stored randomly.

Accepted Answer

Screens are a major challenge to advertisers so it's important to understand what's in the consumer's mental files and, if possible, modify them in favor of the advertiser's product.

Question 20

Which of the following statements about the social cognitive learning theory is true?
A) It is also known as the stimulus-response theory.
B) It suggests that when individuals experience bad outcomes, they are more inclined to adopt the behaviors that led to them.
C) It suggests that consumers pay attention to the rewards and costs experienced by others in response to the things they do.
D) It involves an organism receiving reinforcement for a behavior.
E) It was developed by the American psychologist B. F. Skinner.

Accepted Answer

Albert Bandura's social cognitive theory suggests that consumers pay attention to the rewards and costs experienced by others in response to the things they do.

Quiz 5: Marketing and Consumer Behavior

Which of the following is used to evaluate data based on innate factors,such as the consumer's personality and learned factors,such as self-concept,interests,and lifestyle?

Which of the following contributes to the development of interests,attitudes,beliefs,preferences,prejudices,emotions,and standards of conduct-all of which affect,among other things,one's eventual purchase decisions?

In _____,consumers have a higher level of involvement with the product or the message,so they are motivated to pay attention to the central,product-related information.

_____,a theory of learned association,involves an organism receiving reinforcement for a behavior.

Which of the following is true of consumers in the context of the peripheral route to persuasion?

Which of the following product promotions will reinforce consumer habits and increase brand loyalty?

_____ remind(s) current customers of the value of their original purchase and encourage them to continue purchasing.

_____ refers to the acquired behavior pattern that becomes nearly or completely involuntary.

Paula always drinks a Softpop,a brand of soda.If the department store where she usually shops does not stock Softpop,she refuses to buy a different brand and goes to another store to find it.In this instance,she displays _____ for Softpop through her behavior.

_____ occur(s) when the change in belief,attitude,or behavioral intention is caused by promotion communication.

Which of the following defines brand interest?

_____ is a relatively permanent change in thought process or behavior.

_____ is the consumer's conscious or unconscious decision,expressed through intention or behavior,to repurchase a brand continually.

_____ refers to the underlying forces that contribute to our actions.

Which of the following theories of learned association suggests that when individuals in the environment experience good outcomes,people are motivated to try the behavior that led to them?

_____ are the basic,often instinctive,human forces that motivate us to do something.

_____ is the theory of learning associated with the Russian psychologist Pavlov.

A(n) _____ is our acquired mental position regarding some idea or object.

Which of the following is true of mental files?

Which of the following statements about the social cognitive learning theory is true?