Question 1

The stored memories in our minds are called:

Accepted Answer

The term "mental files" refers to the idea that memories are organized and stored in our minds in a similar way to how physical files are stored in a filing cabinet. It is a commonly used term in cognitive psychology. None of the other options are accurate or commonly used terms for stored memories.

Question 2

_____ are needs that we learn during our lifetime.

Accepted Answer

Wants are learned needs or desires that we develop as a result of our experiences and culture. Values, ethics, desires, and ideals may influence our wants, but they are not considered "learned needs."

Question 3

Katherine has been baking for years, and she uses King Arthur flour because that's the brand her mother uses and recommends. Which of the following best explains why Katherine buys King Arthur flour instead of another brand?

Accepted Answer

Katherine's decision to use King Arthur flour is based on her mother's recommendation and her own experience, which aligns with cognitive theory, where decisions are influenced by beliefs and knowledge.

Question 4

Taking into account the Elaboration Likelihood Model, which of the following purchases would most likely involve the peripheral route to persuasion?

Accepted Answer

The purchase of a can of soda is typically a low involvement purchase, meaning it is not a significant decision and does not require much cognitive processing. As such, it is most likely to involve the peripheral route to persuasion, where consumers are influenced by superficial cues such as branding, packaging, and advertising jingles. The other choices involve higher involvement purchases that are more likely to involve the central route to persuasion, where consumers engage in more careful and systematic information processing.

Question 5

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

Accepted Answer

A habit is an acquired behavior pattern that becomes automatic and nearly involuntary. It is a behavior that is repeated regularly and tends to occur subconsciously.

Question 6

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

Accepted Answer

Needs refer to the basic, often instinctive, human forces that motivate us to do something. These can include physiological needs like hunger and thirst, safety needs like shelter and security, social needs like belonging and love, esteem needs like achievement and recognition, and self-actualization needs like personal growth and fulfillment.

Question 7

The acquired mental position we hold regarding some idea or object is called a(n):

Accepted Answer

An attitude is a learned, predisposition to respond in a consistently favorable or unfavorable way to a particular object or idea. It represents the acquired mental position or evaluation we hold regarding that object or idea. Cognition refers to the mental processes involved in acquiring knowledge and understanding, perception refers to the interpretation of sensory information, motivation refers to the drive or reason behind behavior, and stimulation refers to the physical or sensory activation of the body or mind.

Question 8

Which of the following promotions is intended to help the advertiser meet the goal of habit reinforcement?

Accepted Answer

The promotion of earning a free cup of coffee after purchasing ten cups is intended to reinforce the habit of purchasing coffee from the local convenience store.

Question 9

Maslow's hierarchy of needs helps researchers:

Accepted Answer

Maslow's hierarchy of needs provides insight into the different levels of human needs and motivations. By understanding what motivates consumers, researchers can better understand and predict their behavior, ultimately leading to more successful marketing strategies.

Question 10

_____ is a relatively permanent change in thought process or behavior that occurs as a result of reinforced experience.

Accepted Answer

Learning involves a change in behavior or thought process that occurs as a result of experience. This change is relatively permanent, which means it lasts beyond the immediate situation in which the learning occurs. Reinforcement plays a crucial role in learning because it strengthens the connection between the behavior and its consequences, increasing the likelihood that the behavior will be repeated in the future. Stimulation refers to the activation of sensory receptors, while perception is the interpretation and organization of sensory information. Dissonance is the uncomfortable feeling of holding two conflicting beliefs or attitudes. Substantiated cognition is not a recognized term in psychology.

Question 11

Most mass media advertising probably receives _____ processing because very few people are actually in the market at any given time.

Accepted Answer

Peripheral processing refers to low-involvement processing of information where the audience is not actively seeking to process the information. Most mass media advertising falls into this category as very few people are usually actively in the market for a specific product at any given time. Therefore, people tend to process the information in a less elaborative way and more through peripheral cues like colors, images, and slogans.

Question 12

Consumer concern about food contamination from pathogenic bacteria is generally nonexistent because most people view food safety as a government issue. The element of perception responsible for this interpretation is called:

Accepted Answer

Cognition involves the mental processes of understanding, interpreting, and making sense of the world, which includes interpreting food safety as a government responsibility.

Question 13

_____ occurs when the change in belief, attitude, or behavioral intention is caused by promotion communication.

Accepted Answer

Persuasion refers to the act of convincing someone to believe or do something through promotion communication. This involves changes in belief, attitude or behavioral intention of the person being persuaded.

Question 14

_____ refers to the underlying forces that contribute to an individual's purchasing actions.

Accepted Answer

Motivation refers to the psychological forces that drive an individual to make a purchase. These forces can include basic needs such as hunger or thirst, as well as more complex desires like social status or personal goals. Understanding consumer motivation is important for marketers, as it allows them to create marketing messages that resonate with their target audience and ultimately drive sales.

Question 15

The immediate images that the name Oz creates for a fan of Ozzie Osborne's music and a fan of The Wizard of Oz are very different. The screen-building process has created different _____ for the two individuals.

Accepted Answer

The use of the word "images" implies mental representations or mental files that are activated in response to the name Oz, which suggests that the screen-building process has generated different mental associations or connections for the two fans.

Question 16

What are the two broad categories of learning theories used by most advertisers?

Accepted Answer

The two broad categories of learning theories used by most advertisers are cognitive theories (which are focused on mental processes such as attention, perception, memory, and problem-solving) and conditioning theories (which are based on the association between a stimulus and a behavioral response).

Question 17

Advertisers have three habit-related goals. Which of the following promotions is intended to help the advertiser meet the goal of habit acquisition?

Accepted Answer

The answer of Advertisers have three habit-related goals. Which of...

Question 18

Considering the Elaboration Likelihood Model, which of the following purchases would most likely involve the central route to persuasion?

Accepted Answer

Purchasing a Mother's Day card is a personal and emotional decision. It involves significant cognitive processing, and consumers are likely to engage in the central route to persuasion, considering the message and personal relevance of the card. Therefore, A) is the best choice.

Question 19

Harrison has walked past a Mercedes dealership every weekday for the last eight months. Each time he passes, he examines the red Mercedes convertible in the showroom. He is now wondering whether he should buy the convertible and sell his SUV. Which of the following terms best describes what Harrison is doing or showing by his actions?

Accepted Answer

Harrison is showing brand interest in the Mercedes convertible by repeatedly examining it in the showroom.

Question 20

A magazine cover showed a cowboy excelling in a bull riding event at a national rodeo. Because of her strong feelings about the safety of animals, Kaye saw the picture as fostering cruelty to animals. _____ prevented her from seeing the athleticism in the rodeo event.

Accepted Answer

Perceptual screens are filters that influence how we interpret and perceive information. In this case, Kaye's strong feelings about animal safety serve as a perceptual screen, preventing her from seeing the athleticism in the rodeo event and causing her to interpret the magazine cover as promoting animal cruelty.

Quiz 5: Communication and Consumer Behavior