[meteor_slideshow slideshow=”arp1″]
Question 1
Accessibility measures the degree to which an attitude can
Answer
1- be made understandable to others
2- be made available to others
3- be easily categorized
4- affect another’s schemas
5- be easily and readily retrived from memory
Question 2
Filene’s attitude toward using dental floss was hard to change. Despite teachers’ and doctors’ advice, she always believed that using dental floss was unnecessary. On the other hand, she changed her high-sugar diet as soon as the doctor told her to do so. These two attitudes vary in their
Answer
1- resistance to change
2- persuasiveness
3- confidence
4- depth
5- accessibility of information
Question 3
After his success in winning 8 gold medals for swimming at the Beijing Olympics, Michael Phelps is considered a very credible source for swimwear brands such as Speedo. He is a credible source because of
Answer
1- attractiveness
2- likeability
3- expertise
4- friendliness
5- gullibility
Question 4
___________ has been widely applied in the consumer behavior field to explain how attitudes form and change.
Answer
1- The expectancy-value model
2- Weber’s theory
3- Weber’s law
4- The lexicographical model
5- The affective cognition theory
Question 5
The Theory of Planned Behavior extends the TORA model by examining consumers’
Answer
1- self images.
2- cognitive responses.
3- perceived behavioral control.
4- affective responses.
5- resistance to change.
Question 6
______________ may have an important impact on behavioral intentions because there are likely to be people whose opinions and beliefs will affect what we do.
Answer
1- Cognitions
2- Motivation
3- Subjective norms
4- Attitudes toward the act
5- Schemas
Question 7
A two-sided message is one that contains
Answer
1- both positive and negative information.
2- information from two different sources.
3- a comparison between the offering and unnamed competitors.
4- two peripheral arguments.
5- a double meaning.
Question 8
A commercial for a cleaning product showed a refrigerator with old food stains and a guest of the owner about to open the refrigerator. This commercial might elicit customers to buy the product that will help clean their refrigerator. The message is using ___________ to influence customer attitudes.
Answer
1- strategic positioning of the product
2- correct product placement
3- fear appeals
4- cognitive planning
5- urgent appeals
Question 9
Attitudes are more likely to predict behavior when the level of involvement is high, and consumers think extensively about the information that gives rise to their attitudes. In which case would this be most likely be true?
Answer
1- selecting a private school for children
2- choosing a brand of pancake mix
3- purchasing tickets to a movie
4- purchasing a book
5- choosing a brand of toilet tissue
Question 10
One danger is that if humor is not tied or related to the offering,
Answer
1- consumers will have negative affect toward the brand.
2- consumers’ attention level will be lowered.
3- conditioning will not occur.
4- there will be an increase in counterarguments.
5- consumers will only pay attention to the humor and ignore the brand.
Question 11
Self-referencing in ads tries to induce consumers to
Answer
1- think more about themselves, thereby heightening needs for self gratification.
2- vicariously experience something new.
3- relate the message to their own experience or self-image.
4- think about the sponsor as a friend.
5- become emotionally distant from the message, thus eliciting cognitions.
Question 12
Carlos was not paying much attention to the commercial for ALZ stomach medicine, but he did notice that a famous medical researcher was endorsing it. This ad can still be persuasive because the source can
Answer
1- help in recalling the brand name.
2- aid in recalling the message.
3- help in processing the central arguments of the message.
4- serve as a heuristic for making a simplified judgment.
5- increase the persuasiveness of the peripheral arguments of the message.
Question 13
Consumers in university towns can be clustered into several lifestyle groups, including fraternity row, granolas, graduate couples, and hangers on. This is an example of a description of consumers by
Answer
1- demographics.
2- psychographics.
3- SES.
4- socioeconomic status.
5- physiological spending patterns.
Question 14
When consumers _________, they desire products and services that simply make them feel good.
Answer
1- engage in hedonic consumption
2- join social groups
3- engage in constructive criticism of reference groups
4- become materialistic
5- seek symbolism in their lives
Question 15
In Hofstede’s cultural categorization, the degree to which a society is relatively equal or unequal in terms of status is known as
Answer
1- masculinity versus femininity.
2- uncertainty avoidance.
3- power distance.
4- cohesion.
5- individuality versus collectivism.
Question 16
A campaign for Windsor Canadian whiskey shows a man with his briefcase stuck in a subway door with the caption “Fortunately, every day comes with an evening.” Since everyone has a bad day once in a while, this is an example of ________________ in an ad.
Answer
1- a cognitive argument
2- experiencing
3- self-referencing
4- involving
5- situational involving
Question 17
Learning that occurs from repetition rather than from conscious processing is known as
Answer
1- constant exposure
2- active processing
3- unpersuasive exposure
4- incidental learning
5- message acquisition
Question 18
If consumers really like an ad,
Answer
1- they may have fewer associations to the brand advertised
2- classical conditioning is likely to occur
3- this affect may transfer from the ad to the brand
4- their involvement in processing the ad may decrease
5- source derogations may increase
Question 19
A consumer’s lifestyle is represented by is his/her AIOs. AIO stand for
Answer
1- attitudes, introspection and options.
2- alternatives, individualism and oneness.
3- activities, interests and opinions.
4- actions, ideology, and oppositions.
5- The acronym AIO does not stand for anything.
Question 20
Marketers can identify groups of consumers who have a common set of values that are different from those in other groups, a process called
Answer
1- group targeting.
2- belief clarification.
3- reference zoning.
4- value segmentation.
5- belief zoning.
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