Question 1

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

A) True 
 B)False

Question 2

People who enjoy a thick Porterhouse steak often does so because it tastes good,their family members all eat beef and it is a good reward at the end of a hard day.These reasons for enjoying meat are all examples of _____ motives.

Accepted Answer

A)  transformational
B)  informational
C)  negatively originated
D)  transactional
E)  need-basedF) B) and C)
G) None of the above

Question 3

Reference groups are people outside the family whom we wish to emulate.

Accepted Answer

A) True 
 B)False

Question 4

Why does the Organization of American Milk Processing use a variety of different celebrities in its ad campaign?

Accepted Answer

The American Milk Processing u...

Question 5

What level of Maslow's hierarchy of needs is the ad for Spiegel when it uses the following promotional appeal: "Create your signature style?"

Accepted Answer

A)  Safety
B)  Self-actualization
C)  Love
D)  Physiological
E)  SocialF) C) and D)
G) B) and E)

Question 6

The _____ depicts the degrees and kinds of involvement a consumer brings to the purchase decision for different products.

Accepted Answer

A)  basic consumer decision model
B)  FCB grid
C)  traditional model of consumer involvement
D)  Kim-Lord grid
E)  continuum of purchase expectationsF) C) and E)
G) None of the above

Question 7

Last week,Gopal paid $359.00 for a sewing machine for his wife.He purchased the machine from an Internet retailer and believed he had received a bargain.This week he found the identical sewing machine at Walmart for $169.00.He is likely to experience:

Accepted Answer

A)  selective perception.
B)  cognitive dissonance.
C)  perceptual dissonance.
D)  negative motivation.
E)  attitudinal dissatisfaction.F) B) and C)
G) None of the above

Question 8

Describe the basic consumer decision process model displayed in the text including any processes that precede the actual decisions made by consumers.

Accepted Answer

Interpersonal influences (family,society...

Question 9

Katherine has been baking for years and she has tried many different brands of ingredients to find the best one for making biscuits.Her belief that White Lily brand flour is superior to either Pillsbury or Gold Medal brands for baking biscuits can most readily be explained through application of:

Accepted Answer

A)  stimulus-response theory.
B)  peripheral route to persuasion.
C)  central route to persuasion.
D)  conditioning theory.
E)  cognitive theory.F) A) and E)
G) B) and D)

Question 10

The fact that a seven-year-old still believes in Santa Claus is due to selective perception.

Accepted Answer

A) True 
 B)False

Question 11

Some might say that they have a need for a Big Mac because they want something to eat.

Accepted Answer

A) True 
 B)False

Question 12

Once a month,Morgan buys a case of wine.She will either buy the Charles Shaw brand,the Livingston brand or the Sutter Home brand because she knows that these three brands are inexpensive and tasty.Inexpensive and tasty would be classified as her:

Accepted Answer

A)  peripheral responses.
B)  selective tools.
C)  evaluative criteria.
D)  evoked set.
E)  acquired attitude.F) B) and D)
G) A) and D)

Question 13

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

Accepted Answer

A)  A Mother's Day card
B)  A box of paper clips
C)  A bag of Lays potato chips
D)  A carton of eggs
E)  A McDonald's Happy MealF) None of the above
G) A) and D)

Question 14

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

Accepted Answer

A) True 
 B)False

Question 15

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

Accepted Answer

A) True 
 B)False

Question 16

If you receive an invitation to your 25th high school reunion,you will be much more likely to notice ads for various weight-loss programs,diet foods and skin rejuvenators than if you are invited to an annual family picnic.This is an example of how _____ affects perception.

Accepted Answer

A)  user-set
B)  an evoked set
C)  self-concept
D)  persuasion
E)  motivationF) C) and E)
G) A) and E)

Question 17

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

Accepted Answer

A) True 
 B)False

Question 18

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

Accepted Answer

A) True 
 B)False

Question 19

Why is it when you're watching a sporting event on television,you will often see the same commercial repeated multiple times?

Accepted Answer

One key to learning and persuasion is re...

Question 20

Which of the following statements is true about the FCB grid?

Accepted Answer

A)  It helps advertising agencies determine which type of advertising to use for a specific product.
B)  It demonstrates how consumers can avoid cognitive dissonance through the use of more specific evaluative criteria.
C)  It illustrates how negatively originated motives differ from positively originated motives.
D)  It helps create more integrated marketing communications that present a unified message to the targeted audience.
E)  It helps advertising agencies determine which approach to use based on the consumer's stage on the brand loyalty continuum.F) C) and E)
G) B) and D)

Exam 5: Communication and Consumer Behavior

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

Correct AnswerverifiedShow Answer

Why does the Organization of American Milk Processing use a variety of different celebrities in its ad campaign?

Correct AnswerverifiedThe American Milk Processing u...View AnswerShow Answer

The fact that a seven-year-old still believes in Santa Claus is due to selective perception.

Correct AnswerverifiedShow Answer

Which of the following statements is true about the FCB grid?

Correct AnswerverifiedShow Answer

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.

Correct AnswerverifiedShow Answer

Katherine has been baking for years and she has tried many different brands of ingredients to find the best one for making biscuits.Her belief that White Lily brand flour is superior to either Pillsbury or Gold Medal brands for baking biscuits can most readily be explained through application of:

Correct AnswerverifiedShow Answer

Why is it when you're watching a sporting event on television,you will often see the same commercial repeated multiple times?

Correct AnswerverifiedOne key to learning and persuasion is re...View AnswerShow Answer

Some might say that they have a need for a Big Mac because they want something to eat.

Correct AnswerverifiedShow Answer

Last week,Gopal paid $359.00 for a sewing machine for his wife.He purchased the machine from an Internet retailer and believed he had received a bargain.This week he found the identical sewing machine at Walmart for $169.00.He is likely to experience:

Correct AnswerverifiedShow Answer

People who enjoy a thick Porterhouse steak often does so because it tastes good,their family members all eat beef and it is a good reward at the end of a hard day.These reasons for enjoying meat are all examples of _____ motives.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

What level of Maslow's hierarchy of needs is the ad for Spiegel when it uses the following promotional appeal: "Create your signature style?"

Correct AnswerverifiedShow Answer

Reference groups are people outside the family whom we wish to emulate.

Correct AnswerverifiedShow Answer

Describe the basic consumer decision process model displayed in the text including any processes that precede the actual decisions made by consumers.

Correct AnswerverifiedInterpersonal influences (family,society...View AnswerShow Answer

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

Correct AnswerverifiedShow Answer

If you receive an invitation to your 25th high school reunion,you will be much more likely to notice ads for various weight-loss programs,diet foods and skin rejuvenators than if you are invited to an annual family picnic.This is an example of how _____ affects perception.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

The _____ depicts the degrees and kinds of involvement a consumer brings to the purchase decision for different products.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Once a month,Morgan buys a case of wine.She will either buy the Charles Shaw brand,the Livingston brand or the Sutter Home brand because she knows that these three brands are inexpensive and tasty.Inexpensive and tasty would be classified as her:

Correct AnswerverifiedShow Answer

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The American Milk Processing u...
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Correct Answer
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One key to learning and persuasion is re...
View Answer

Correct Answer
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Interpersonal influences (family,society...
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Correct Answer
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If you receive an invitation to your 25^th high school reunion,you will be much more likely to notice ads for various weight-loss programs,diet foods and skin rejuvenators than if you are invited to an annual family picnic.This is an example of how _____ affects perception.

Correct Answer
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Correct Answer
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