Question 1

Perceptual screens refer to the images we carry in our minds of the type of person we are and who we desire to be.

Accepted Answer

Perceptual screens are the psychological filtering processes through which we experience the world around us, influenced by our experiences, attitudes, knowledge, and personality, not specifically images of the type of person we are or desire to be.

Question 2

When Jana uses a $10-off coupon to purchase an exercise mat,she is providing feedback.

Accepted Answer

True

Question 3

Personal reference groups are people outside the family we wish to emulate.

Accepted Answer

False

Question 4

There are a total of five personal processes that govern the way we discern raw data and translate them into feelings,thoughts,beliefs,and actions.

Accepted Answer

The number of personal processes can vary depending on the psychological model or theory being referenced. However, the most commonly discussed processes include perception, attention, memory, learning, thinking, judgment, and decision-making, which are more than five.

Question 5

Conditioning theory of learning applies to the simple,basic,and low involvement purchases that consumers make every day.

Accepted Answer

Conditioning theory of learning is applicable in situations where consumer behavior is largely based on low involvement and habit. In such cases, consumers react to environmental stimuli in a predictable and habitual manner, making it easier for marketers to influence their purchase decisions using different forms of conditioning techniques.

Question 6

The three nonpersonal influences that have direct impact on a consumer's final purchase decision are time,place,and target market.

Accepted Answer

The three nonpersonal influences that have direct impact on a consumer's final purchase decision are situational factors, social influences, and marketing mix. Time, place, and target market may be considered situational factors, but they do not solely determine a consumer's final purchase decision.

Question 7

The cognitive theory of learning is also called the stimulus-response theory.

Accepted Answer

The cognitive theory of learning focuses on mental processes such as perception, attention, memory, and problem-solving, while the stimulus-response theory emphasizes the relationship between environmental stimuli and observable behavior.

Question 8

The interpersonal influences affecting the mental processes and the behavior of the consumers are time,place,and environment.

Accepted Answer

The interpersonal influences affecting the mental processes and behavior of consumers include factors such as family, friends, social groups, and culture, not time, place, and environment.

Question 9

Informational motives are the negatively originated motives,such as problem removal or problem avoidance.

Accepted Answer

Informational motives are typically driven by the need to address a problem or avoid a potential problem, making them negatively oriented.

Question 10

The source for the Nissan Maxima ad in Fortune magazine is the copywriter and the art director who created the ad.

Accepted Answer

The source for the Nissan Maxima ad in Fortune magazine, or any advertisement, is the company or organization that is advertising the product, in this case, Nissan, not the individuals (copywriter and art director) who created the ad.

Question 11

Information in our long-term memory is not stored randomly,but can be thought of as being kept in a ranked system of mental files.

Accepted Answer

Information in our long-term memory is organized into a system of mental files based on relevance, significance, and similarity. This helps us retrieve and use stored information more efficiently.

Question 12

When discussing needs and wants in an advertising context,Rae needs a Kombucha Wonder Drink because she wants to quench her thirst.

Accepted Answer

In an advertising context, Rae wanting a Kombucha Wonder Drink to quench her thirst is considered a want, not a need. A need would be the basic requirement of water to quench thirst, while choosing a specific brand or type of drink like Kombucha Wonder Drink is a want.

Question 13

Brand loyalty occurs when a consumer perceives that a brand has the right features and quality at the right price.

Accepted Answer

Brand loyalty is based on the consumer's perception of the brand's features, quality, and price. Therefore, if a consumer perceives that a brand has the right features and quality at the right price, they are more likely to continue buying from that brand, leading to brand loyalty.

Question 14

When Diego sees the red price tag on a snowboard at REI,he is responding to a stimulus.

Accepted Answer

Diego's response (seeing the red price tag) is a result of being stimulated by the visual cue of the tag.

Question 15

The most common energizers of consumer behavior are the negatively originated motives.

Accepted Answer

The answer of The most common energizers of consumer behavior...

Question 16

A consumer engaged in peripheral route processing is more likely to make an impulse buy than a consumer engaged in central route processing.

Accepted Answer

Peripheral route processing is a type of cognitive processing where consumers make decisions based on superficial, non-relevant cues such as packaging and aesthetics rather than thoroughly evaluating the product. This makes them more susceptible to impulse buying as they are not carefully considering the product's features and benefits. On the other hand, central route processing involves consumers making decisions based on a more intricate evaluation of the product's attributes and benefits, which is less likely to lead to impulse buys.

Question 17

Zainab wants to make an omelet for dinner,but she is out of eggs.Negative motivation is the force that moves Zainab to go to the grocery store to buy eggs.

Accepted Answer

Negative motivation is a force that moves a person away from something unpleasant or undesirable, such as not having eggs to make an omelet. In this scenario, Zainab's negative motivation (not having eggs) is driving her to go to the grocery store to buy them.

Question 18

Choosing a credible spokesperson requires understanding the tastes and interests of the company's target market.

Accepted Answer

Choosing a spokesperson who resonates with the target market is important to establish credibility, grab attention and boost brand image awareness. Understanding the interests and preferences of the audience can help in selecting the right celebrity or influencer to promote the company's product or message.

Question 19

Habit is the natural extension of learning.

Accepted Answer

Habit is formed through repetition and practice, which is a natural extension of learning. Once we learn something, we have the ability to turn it into a habit through consistent application and repetition.

Question 20

As Ross has a keen sense of smell and an extraordinary sense of taste,it can be said that his physiological screens are superior to what most people have.

Accepted Answer

The statement indicates that Ross has superior physiological senses, specifically in smell and taste, compared to most people. Therefore, the statement is true.

Quiz 5: Communication and Consumer Behavior