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Kisi Kisi Uts Perilaku Konsumen

The document discusses key concepts in consumer behavior and marketing, including consumer decision making processes, market segmentation, targeting, and positioning. Several multiple choice questions and answers are provided relating to these topics.

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0% found this document useful (0 votes)
56 views32 pages

Kisi Kisi Uts Perilaku Konsumen

The document discusses key concepts in consumer behavior and marketing, including consumer decision making processes, market segmentation, targeting, and positioning. Several multiple choice questions and answers are provided relating to these topics.

Uploaded by

sbntqqb4z8
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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1.

The actions that consumers display in searching for, purchasing, using, evaluating, and
disposing ofproducts and services that they expect will satisfy their needs is known as .

A) the production orientation

B) consumer behavior

C) narrowcasting

D) positioning

E) the marketing mix

2. Which of the following is considered an example of consumer behavior?

A) Janice prefers to buy name-brand pain relievers like Tylenol and Advil, rather than the store
brand.

B) Javier generally gets gas on Monday mornings on his way to work.

C) Jessica prefers to buy her produce from the farmer's market instead of the grocery store.

D) Jeremy generally recycles his old newspapers and cardboard boxes.

E) All of the above are examples of consumer behavior.

3. An example of a company that applied the production concept in the early twentieth century is
.

A) Google

B) Microsoft

C) Ford

D) General Motors

E) Apple

4. During historical periods when demand exceeded supply, businesses adopted the concept.

A) marketing

B) technology

C) societal

D) production

E) product

5. A is characterized by the gearing up of manufacturing skills in order to expand production.


A) marketing concept

B) product concept

C) selling concept

D) production concept

E) societal concept

6. Successful positioning focuses on communicating the .

A) segments that the company views as prospective customers

B) distinct benefits that the product provides

C) retail shelf space the product should occupy

D) competing offerings that are available

E) product instructions for use

7. Which of the following is consistent with the societal marketing concept?

A) Fast food restaurants develop offerings with less fat and more nutrients.

B) Food marketers advertise foods to young people in a way that does not encourage overeating.

C) Marketers do not use professional athletes in liquor or tobacco advertisements because they may
serve as role models for young people.

D) Marketers avoid featuring unreasonably slim females in their advertising campaigns because of
the potential of such images to increase eating disorders.

E) All of the above are consistent with the societal marketing concept.

Technology enables marketers to do which of the following?

A) customize offerings and promotional messages

B) offer more effective pricing

C) utilize shorter distribution channels

D) build long-term relationships with customers

E) all of the above

Which of the following is an example of how the Internet affects prices and distribution?

A) Consumers use smart phones to compare prices as they shop, leading to price matching
guarantees from retailers.
B) Apple distributes iBooks via its digital bookstore, reducing prices of high school textbooks by
almost 90%.

C) Marketers are using smartphone apps to target shoppers in stores who are looking for
information about products.

D) Amazon installed Amazon Lockers in grocery, convenience and drugstores that accept packages
for customers to pick up later.

E) all of the above

is defined as the ratio between the customer's perceived benefits and the resources used
to obtain those benefits.

A) Customer satisfaction

B) Customer value

C) Customer relationship management

D) Consumer decision making

E) Consumer marketing

An individual's perception of the performance of a product or service in relation to one's


expectations is known as .

A) market segmentation

B) customer satisfaction

C) market targeting

D) product placement

E) product promotion

is turning individual consumer transactions into long-term customer relationships by


making it in the best interests of customers to stay with the company rather than switch to another
firm.

A) Market segmentation

B) Customer satisfaction

C) Market targeting

D) Customer retention

E) Product promotion
Which of the following is NOT one of the benefits of retaining loyal customers?

A) Loyal customers are more likely to purchase high margin supplemental products.

B) Loyal customers are more price-sensitive.

C) It is less expensive to service existing customers.

D) Loyal customer refer other customers and engage in positive word-of-mouth.

E) Loyal customers make employees' jobs easier and more satisfying.

Researchers have identified two interrelated forms of customer engagement with marketers:
and .

A) customer satisfaction; commercial exchange

B) social exchange; commercial exchange

C) emotional bonds; customer satisfaction

D) customer satisfaction; transaction-based relationships

E) emotional bonds; transaction-based relationships

Which is NOT one of the benefits of highly satisfied customers?

A) They keep purchasing the same products.

B) They provide word-of-mouth to others.

C) They become customers for life.

D) They switch to competitors if offered a somewhat lower price.

E) They repeatedly buy the same brand.

Norman dislikes the health insurance plan provided by his employer, but is unwilling to switch to a
different health insurer because obtaining private health insurance would be significantly more
expensive than the employer-subsidized plan in which he is currently enrolled. With regard to health
insurance, Norman is best described as a(n) .

A) loyalist

B) apostle

C) hostage

D) terrorist

E) mercenary
Which tier of customers is most likely to get "fired" by a firm?

A) gold

B) lead

C) silver

D) iron

E) platinum

The three distinct but interlocking steps of the consumer decision-making process are .

A) input, analysis, and output

B) environment, search, and evaluation

C) input, process, and output

D) analysis, decision making, and output

E) analysis, process, and output

In the consumer decision-making process, the stage focuses on how consumers make
decisions.

A) analysis

B) evaluation

C) input

D) process

E) output

In the consumer decision-making process, the stage influences the consumer's recognition
of a product need.

A) analysis

B) evaluation

C) input

D) process
E) output

Which of the four disciplines that helps shape our understanding of consumer behavior is defined as
the study of the human mind and the mental factors that impact behavior?

A) psychology

B) sociology

C) anthropology

D) communication

E) economics

The process of dividing a market into distinct subsets of consumers with common needs or
characteristics is known as .
A) target marketing

B) market segmentation

C) mass marketing

D) the marketing concept

E) market evaluation

Qantas targets four distinct segments: coach passengers, premium economy, business and first class,
and uses to clearly differentiate between the options targeted at each segment.

A) positioning

B) behavioral targeting

C) geographic segmentation

D) reverse targeting

E) countersegmentation

Which of the following is NOT one of the characteristics of an effective target?

A) identifiable
B) sizeable

C) reachable

D) inaccessible

E) congruent with the marketer's objectives and resources

Consumers' characteristics can be classed as either behavioral or cognitive. In this context,


behavioral data can be determined from direct questioning and categorized by a single objective
measure. Examples of behavioral data include .

A) demographics, gender, and benefits wanted

B) usage rate, level of involvement, and psychographics

C) personality traits, lifestyles, and family life cycle

D) education, quantity of product purchased, and gender

E) level of involvement, awareness of product alternatives, and benefits wanted

Consumers' characteristics can be classed as either consumer-intrinsic or consumption-specific. In


this context, consumption-specific features are attitudes and preferences toward specific products
or buying situations. Examples of consumption-specific features include .

A) demographics, gender, and benefits sought

B) attitudes toward shopping, benefits sought in products, and frequency of leisure activities

C) personality traits, lifestyles, and income

D) education, usage situation, and gender

E) personality traits, awareness of product alternatives, and attitudes toward political issues

When Colgate divides the pre-teens toothpaste group into four segments and offers each one its
own toothpaste, they are using segmentation.

A) demographic

B) sociocultural

C) psychological

D) physiological

E) use-related
implies a hierarchy in which individuals in the same class generally have the same degree
of status, whereas members of other classes have either higher or lower status.

A) Usage rate

B) Subculture

C) Family life cycle

D) Social class

E) Religion

Marketers of many products such as soup, laundry detergent, beer, and dog food have found that a
relatively small group of heavy users accounts for a disproportionately large percentage of the total
product usage. Targeting these heavy users specifically is an example of .

A) benefit-based segmentation

B) demographic segmentation

C) cross-cultural segmentation

D) usage rate segmentation

E) usage situation segmentation

Which of the following is NOT tracked during online navigation to inform behavioral targeting?

A) the sites consumers visit

B) the pages consumers look at on a site

C) lifestyles and personalities

D) how often consumers return to a site

E) brick-and-mortar purchases

The image and unique identity of a product, service or brand in consumers' minds is called its
.
A) position

B) perception

C) segment

D) target

E) imposition

is a statement or slogan that describes a company's character without referring to its


specific branded products.

A) Premier position

B) Positioning against competition

C) Umbrella positioning

D) Key attribute positioning

E) Un-owned perception positioning

focuses on a brand's exclusivity to give the consumer a reason to buy the product.

A) Premier position

B) Positioning against competition

C) Umbrella positioning

D) Key attribute positioning

E) Un-owned perception positioning

is the process by which a company intentionally changes the distinct image and identity
that its product or brand occupies in consumers' minds.

A) Premier position

B) Positioning against competition

C) Repositioning

D) Key attribute positioning

E) Umbrella positioning
Which of the following is NOT one of the uses of perceptual maps?

A) Show marketers how consumers perceive their brand in relation to the competition.

B) Show consumers how they should perceive a marketer's brand in relation to the competition.

C) Allow marketers to determine the direction for altering undesirable consumer perceptions of a
marketer's brand.

D) Allow marketers to find gaps, in the form of "un-owned" perceptual positions, that represent
opportunities for new brands or products.

E) All of the above are uses of perceptual maps.

What is one of the benefits of offering many product versions that provide distinct benefits and "fill"
as many positions as possible in a product category?

A) lower need for shelf space

B) lower production costs

C) creating lower margins for the firm

D) creating barriers to competitive entry and market penetration

E) All of the above are benefits for product line extensions.

Research has shown that 25 percent of beer drinkers account for about 75 percent of all beer
consumed. This is an example of a justification for segmentation.

A) benefit

B) usage rate

C) psychographic

D) lifestyle

E) usage-situation

Marketers segment some populations on the basis of cultural heritage and because
members of the same culture tend to share the same values, beliefs, and customs.

A) demographics

B) social class

C) ethnicity
D) personality traits

E) sociocultural values

The driving force within individuals that impels them to action is known as .

A) a goal

B) tension

C) motivation

D) a need

E) personality

Successful marketers define their markets in terms of .

A) the product the company has decided to produce

B) the lowest price for which a particular product can be manufactured

C) the needs they presume to satisfy

D) the ethnicity of their primary consumers

E) the geographic location of their primary consumers

The physiological needs for food, water, and air are called needs.

A) secondary

B) innate

C) acculturated

D) psychogenic

E) acquired

are sought outcomes to be achieved by using a given product or service.

A) General goals

B) Objective goals
C) Generic goals

D) Subjective goals

E) Product-specific goals

Individuals who successfully achieve their goals usually set new and higher goals for themselves; that
is, they raise their .

A) levels of self-awareness

B) social status

C) levels of aspiration

D) biogenic needs

E) motivational state

According to Maslow's hierarchy of needs, protection, order, and stability are examples of .

A) self-actualization needs

B) egoistic needs

C) social needs

D) safety and security needs

E) physiological needs

According to the trio-of-basic-needs theory, the trio of basic needs includes .

A) power, affiliation, and achievement

B) prestige, affiliation, and achievement

C) environment, affection, self-actualization

D) achievement, affection, power

E) safety, physical satisfaction, social belonging

People with a high tend to be more self-confident, enjoy taking calculated risks, actively
research their environments, and value feedback.
A) need for prestige

B) need for power

C) need for affiliation

D) need for achievement

E) need for affection

Almost all personal care and grooming products, as well as most clothes, are bought to satisfy
.

A) growth needs

B) physiological needs

C) social needs

D) self-actualization needs

E) safety and security needs

Egoistic needs can take either an inward or an outward orientation, or both. Inwardly directed ego
needs reflect an individual's need for .

A) reputation

B) prestige

C) self-esteem

D) recognition from others

E) status

Oftentimes consumer research respondents may be unaware of their motives or are unwilling to
reveal them when asked directly. In such situations, researchers use to delve into the
consumer's unconscious or hidden motivations.

A) quantitative techniques

B) projective techniques

C) Likert scales

D) telephone surveys
E) empirical techniques

The psychoanalyst that adapted Freud's psychoanalytical techniques to study motivations and
consumer buying habits was .

A) Abraham Maslow

B) Earnest Dichter

C) Henry Murray

D) Karen Horney

E) Henry Ford

The emphasis in the definition of personality is on inner characteristics, which are .

A) those characteristics of an individual that are not readily apparent to others

B) those characteristics which individuals try to hide from others

C) those characteristics that distinguish one individual from others

D) those characteristics that make one individual similar to others

E) those characteristics that constitute the individual's ideal self-image

is based on the premise that consumers are not always aware of the reasons for their
actions.

A) Psychological research

B) Motivational research

C) Physiological research

D) Market research

E) Segmentation research

Neo-Freudian theorists believe that .

A) consumption situations are extensions of the consumer's personality

B) human drives are largely unconscious


C) social relationships are fundamental to the formation and development of personality

D) consumers are primarily unaware of their true reasons for making decisions

E) consumer purchases are a reflection of an individual's personality

According to Karen Horney, individuals desire independence, self-reliance, and self-


sufficiency.

A) compliant

B) subversive

C) aggressive

D) detached

E) obtrusive

The degree of a consumer's willingness to adopt new products and services shortly after they have
been introduced is known as .

A) consumer ethnocentrism

B) consumer innovativeness

C) consumer understanding

D) consumer perception

E) consumer materialism

A recent study discovered that consumers who scored high on and innovativeness were
more likely to incorporate volunteerism into their vacations.

A) dogmatism

B) ethnocentrism

C) need for cognition

D) sensation seeking

E) materialism
When describing consumer innovativeness, the term "global innovativeness" refers to .

A) a pattern of actions or responses that indicate early acceptance of change and adoption of
innovations

B) a high level of demonstrated consumer ethnocentrism

C) a tendency for innovativeness to exist independent of any context

D) a high degree of rigidity that an individual displays toward the unfamiliar

E) a tendency for innovativeness to exist within a very specific domain or product category

The process by which an individual selects, organizes, and interprets stimuli into a meaningful and
coherent picture of the world is known as .

A) observation

B) perception

C) realization

D) rationalization

E) understanding

As sensory input , our ability to detect changes in input or intensity .

A) decreases; increases

B) increases; increases

C) decreases; remains constant

D) remains constant; decreases

E) increases; remains constant

Brand names stamped on eggs in supermarkets, featured on video screens in taxis, placed on
subway tunnels in between stations, and featured on doctor's examination tables are examples of
.

A) sensory adaptation

B) objective reality

C) viral advertising
D) ambush marketing

E) experiential marketing

The minimal difference that can be detected between two similar stimuli is called the .

A) perceptual threshold

B) differential threshold

C) sensory threshold

D) absolute threshold

E) sensation threshold

Which of the following is true of JND?

A) Decreasing prices below consumers' JND is likely to cause a significant rise in sales.

B) Making product improvements that far exceed consumers' JND is likely to maximize company
revenues.

C) There is no JND for decreased product volume sold in existing packaging.

D) Making drastic changes to a company's logo to an extent well beyond consumers' JND allows
companies to update their image without losing their ready recognition.

E) Increasing prices below consumers' JND is likely to go unnoticed by consumers.

A stimulus may be too faint or brief to be consciously seen or heard, such as a deeply embedded or a
very briefly flashed image, but may still be perceived by one or more sensory receptor cells. This is
called .

A) subliminal perception

B) sequential transition

C) supraliminal perception

D) sensory adaptation

E) perceptual blocking
Which of the following is true of the relationship between consumers' perceptions and their
expectations?

A) Individual motivation does not affect perception.

B) Ads with irrelevant sexuality generally lead to better recall of the product advertised due to the
attention-getting nature of the sexual content.

C) People tend to make observations and arrive at conclusions completely independent of their
expectations.

D) Consumers tend to perceive products and product attributes according to their own expectations.

E) What consumers expect to see is completely dependent on their objective, first-hand experience
with the particular product or advertising medium.

Which of the following is true of the relationship between consumers' perceptions and their
motives?

A) In general, there is a heightened awareness of stimuli that are irrelevant to consumers' needs.

B) The stronger the consumer's need, the greater the tendency to ignore related stimuli in the
environment.

C) In general, there is decreased awareness of stimuli that are relevant to consumers' needs.

D) The stronger the consumer's need, the greater the tendency to pay attention to related stimuli in
the environment.

E) Consumers tend to pay equal attention to all advertising, regardless of their needs at any given
time.

Which of the following is NOT true about the effect of expectations and motives on perceptions?

A) People see what they expect to see based on familiarity, previous experience, and expectations.

B) Stimuli that conflict sharply with expectations often receive less attention than those that
conform to expectations.

C) Irrelevant sexuality can distract from the ad's main message.

D) People tend to perceive the things they need or want.

E) There is decreased awareness of stimuli that are irrelevant to a consumer's needs.

refers to consumers' heightened awareness of stimuli that meet their needs or interests,
and minimal awareness of stimuli irrelevant to their needs.
A) Selective attention

B) Selective exposure

C) Perceptual defense

D) Perceptual blocking

E) Perceptual organization

Consumers subconsciously screen out stimuli that they find psychologically threatening, even though
exposure has already taken place. This is consistent with the perception factor of .

A) selective attention

B) selective exposure

C) perceptual defense

D) perceptual differentiation

E) perceptual organization

In the figure and ground principle of Gestalt psychology, .

A) the ground is usually perceived as distinct and central to the image

B) the common line that separates the figure and the ground is generally attributed to the ground

C) figure and ground relationships are always interpreted in the same way

D) figure typically appears to be subordinate to ground and, therefore, less important

E) the ground is usually perceived as indefinite, hazy, and continuous

Individuals express their need for by organizing their perceptions so that they form a
complete picture.

A) closure

B) interpretation

C) grouping

D) figure-ground patterns

E) exposure
When stimuli are highly ambiguous, an individual will usually .

A) ignore them

B) block them out

C) interpret them according to one's own needs, wishes, and interests

D) take extra time to understand the intentions of the source

E) consult others as to their meaning

Marketers take advantage of when they extend a brand name associated with one line of
products to another.

A) physical appearances

B) perceptual blocking

C) the halo effect

D) the persistence of first impressions

E) consumers' tendency to jump to conclusions

refers to consumers' perceptions of all the components of products, services and brands,
and to how consumers evaluate the quality of marketers' offerings.

A) First impressions

B) Consumers' stereotypes

C) Consumers' imagery

D) Symbolic features

E) Symbolic attributes

is the customer's view of the value that he or she receives from the purchase.

A) Reference price

B) Perceived price

C) Efficiency price

D) Value price
E) Differential price

are physical characteristics of the product itself, such as size, color, flavor, or aroma.

A) Intrinsic cues

B) Product quality ratings

C) Extrinsic cues

D) Brand images

E) Brand personalities

Which of the following is NOT a dimension measured in the SERVQUAL scale?

A) reliability

B) responsiveness

C) assurance

D) empathy

E) ignorance

The purpose of institutional advertising is to .

A) promote a specific product line

B) promote a specific retail outlet as a way of improving the manufacturer's image through the retail
store image

C) boost the corporate image

D) enter a product category totally unrelated to the one with which the corporate name has become
synonymous

E) promote the product category as a whole

From a marketing perspective, the process by which individuals acquire the purchase and
consumption knowledge and experience that they apply to future related behavior, which evolves
and changes as consumers acquire knowledge from experience, observation, and interactions with
others to impact future behavior, is known as .
A) brand loyalty

B) brand equity

C) positive reinforcement

D) consumer learning

E) perceptual blocking

Classical conditioning and instrumental conditioning theory are examples of .

A) perception theories

B) behavioral learning theories

C) cognitive associative theory

D) involvement theory

E) cognitive learning theories

is our tendency to make the same responses to slightly different stimuli.

A) Stimulus discrimination

B) Stimulus generation

C) Stimulus generalization

D) Classical conditioning

E) Advertising wearout

Licensing is a marketing strategy that operates on the principle of .

A) stimulus differentiation

B) product category extensions

C) repetition

D) product line extensions

E) stimulus generalization
The product imitator hopes that the consumer will , whereas the market leader wants the
consumer to among similar stimuli.

A) discriminate; select

B) generalize; discriminate

C) select; generalize

D) discriminate; generalize

E) discriminate; differentiate

From a marketer's perspective, involves obtaining the desired result from using a
particular product or service.

A) the central route to persuasion

B) copy testing

C) positive reinforcement

D) the peripheral route to persuasion

E) negative reinforcement

produce(s) more initial learning, whereas usually persist(s) longer.

A) The central route to persuasion; the peripheral route to persuasion

B) Massed learning; distributed learning

C) Product form extensions; product line extensions

D) Modeling; vicarious learning

E) Recognition; recall

When a child learns about social and consumer behavior by observing his/her parents and/or older
siblings, it is an example of .

A) massed learning

B) passive learning

C) observational learning

D) positioning
E) distributed learning

Cognitive learning theory suggests that .

A) the kind of learning most characteristic of human beings is problem solving, which enables
individuals to gain some control over their environment

B) a person's level of involvement during message processing is a critical factor in determining which
route to persuasion is likely to be effective

C) most individual learning occurs in a controlled environment in which individuals are "rewarded"
for choosing an appropriate behavior

D) each aspect of the marketing mix must reinforce the others if cues are to serve as the stimuli that
guide consumer actions in the direction desired by the marketer

E) conditioned learning results when a stimulus that is paired with another stimulus that elicits a
known response serves to produce the same response when used alone

Which representation of cognitive learning includes awareness, interest and evaluation, trial and
adoption?

A) Innovation Adoption

B) AIDA

C) Tri-Component

D) Generic Cognitive Learning

E) Innovation Decision Making

For purchases, consumers are more likely to be narrow categorizers, whereas for
purchases, consumers are more likely to be broad categorizers.

A) high involvement; low involvement

B) brand equity; brand loyalty

C) evoked set; shaped

D) positive reinforcement; negative reinforcement

E) massed; distributed
are considered high-involvement, so they are processed by the brain's side.

A) Print advertisements; right

B) Print advertisements; left

C) Television advertisements; right

D) Television advertisements; left

E) Pictorial advertisements; left

In tests, the consumer is shown an ad and asked whether he or she remembers seeing it
and can remember any of its salient points.

A) brand loyalty

B) low involvement processing

C) recall

D) recognition

E) discrimination

refers to the purchase of a brand out of habit and convenience without any emotional
attachment to the brand.

A) Premium loyalty

B) Covetous loyalty

C) Inertia loyalty

D) No loyalty

E) Conditioned loyalty

In a consumer behavior context, are learned predispositions to behave in a consistently


favorable or unfavorable way with respect to a given object.

A) attitudes

B) beliefs

C) values
D) feelings

E) intentions

Consumers who have a high need for cognition are likely to .

A) form positive attitudes in response to ads that feature an attractive model or a celebrity

B) form a positive attitude in response to ads or direct mail that are rich in product-related
information

C) form negative attitudes toward ads that are rich in product information

D) feel neutral toward ads that feature attractive models or product information

E) feel neutral toward ads that are rich in product-related information

According to the , attitudes consist of three major components: a cognitive component, an


effective component, and a conative component.

A) dual mediation model

B) tricomponent attitude model

C) self-perception theory

D) multiattribute attitude model

E) functional approach

assess(es) the likelihood of a consumer purchasing a product or behaving in a certain way.

A) Cognitive dissonance theory

B) Buyer intention scales

C) Attitude-change strategies

D) Emotionally charged states

E) Self-perception theory

portray consumers' attitudes with regard to an attitude object as a function of consumers'


perceptions and assessment of the key attributes or beliefs of that object.
A) Multiattribute attitude models

B) Functional models

C) Dual mediation models

D) Cognitive dissonance theories

E) Tricomponent attitude models

Attitudes toward online shopping are a function of all of the following EXCEPT .

A) purchase convenience

B) information abundance

C) service quality

D) promotions

E) homepage design

Changing attitudes according to their applicable consumer motivations is known as the .

A) favorable approach

B) functional approach

C) competitive approach

D) industrial approach

E) goodwill approach

Which of the following is true of consumer brand beliefs in the context of changing consumer
attitudes?

A) Consumers tend to interpret ambiguous information in ways that challenge their preexisting
attitudes.

B) Consumers frequently resist evidence that challenges strongly held attitudes or beliefs.

C) The easiest way to change consumer attitudes is to attack longstanding brand beliefs.

D) Consumers generally embrace evidence that challenges strongly held attitudes and beliefs.

E) Brand loyalty is very rare and so it is relatively easy for marketers to change brand beliefs.
The Elaboration Likelihood Model proposes that consumers' attitudes are changed by two distinctly
different routes to persuasion: routes and routes.

A) central; logical

B) main; secondary

C) central; peripheral

D) rational; emotional

E) direct; indirect

Attitude change via the peripheral route may be an outcome of like cents-off coupons,
free samples, beautiful background scenery, great packaging, or a celebrity endorsement.

A) core route

B) primary inducements

C) functional route

D) secondary inducements

E) passive route

According to , discomfort occurs when a consumer holds conflicting thoughts about a


belief or an attitude object.

A) attitude-change strategies

B) cognitive dissonance theory

C) attribution theory

D) self-perception theory

E) attitude research

In order to reduce , consumers can rationalize their purchase decision as being wise, seek
out advertisements that support their choice, try to "sell" friends on the positive features of the
brand, or look to known satisfied owners for reassurance.

A) post-purchase dissonance

B) emotionally charged states


C) defensive attribution

D) subjective norms

E) attitude formation

attempts to explain how people assign blame or credit to events on the basis of either
their own behavior or the behavior of others.

A) Self-perception theory

B) Cognitive dissonance theory

C) Attribution theory

D) Buyer intention theory

E) Attitude theory

In order to be persuasive, the receivers .

A) must decode the messages the way the senders intended

B) must like humor appeals

C) must like sexual appeals

D) must like violent images

E) all of the above

The key factor underlying the persuasive impact of a personal or interpersonal message received
from either a formal or informal source is .

A) the number of times the message is sent

B) the source's credibility

C) the number of times the message is received

D) the type of broadcast medium used

E) the extent to which the receiver's peers understand the message


What is the most effective way to make sure a promotional message stands out and is received and
decoded appropriately by the target audience?

A) Repeat the ad several times.

B) Use contrast in communications.

C) Customize messages to customers with digital technologies.

D) Use effective positioning and offer a unique value proposition.

E) Use a sexual appeal.

Customized messages that are sent to particular consumers based mostly on the consumers' prior
shopping behavior, which marketers have observed and analyzed, are also called .

A) traditional media

B) broadcasting

C) addressable advertising

D) informal interpersonal media

E) symbolic media

The sponsor's first step in developing a communication for a consumer is .

A) select an appropriate medium to send the message

B) design the message in an appropriate manner

C) decode the message

D) establish objectives of the message

E) measure exposure

An advertisement is when it contains dense perceptual features and/or elaborate creative


designs.

A) visually complex

B) psychologically noisy

C) overdesigned

D) incomprehensible

E) positively framed
Which of the following factors does NOT make a one-sided message more effective than a two-sided
message.

A) The audience uses the advertiser's products.

B) The audience is critical.

C) The audience initially favors the communicator's position.

D) The audience is not likely to hear an opposing argument.

E) All of the above make a one-sided message more effective than a two-sided message.

Consumers with are less likely to consider peripheral cues, such as endorser's likeability, in
processing the ad.

A) high need for cognition

B) low need for cognition

C) low involvement

D) low need for stimulation

E) high need for stimulation

Fear appeals are unlikely to be effective among persons to score high on the personality variable
termed .

A) dogmatism

B) promotion-focused

C) disgust aversion

D) need for cognition

E) sensation seeking

Marketers measure their communications' , or whether the message was received,


understood and interpreted correctly.

A) direct effects
B) indirect effects

C) sales effects

D) persuasion effects

E) net income effects

Immediate feedback is the factor that makes so effective.

A) impersonal messages

B) mass marketing

C) television advertising

D) print advertising

E) personal selling

In order to assess whether respondents like a message, understand it correctly, and regard it as
effective and persuasive, researchers generally use .

A) psychological noise

B) interpersonal feedback

C) perceptual defense

D) attitudinal measures

E) impersonal messages

The two psychological constructs that impact consumers' responses to ads that depict nudity include
and sensation seeking.

A) need for cognition

B) need for humor

C) sexual self schema

D) innovativeness

E) need for drama

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