Consumer Behavior Exam 1|91
Questions and Answers 100% Scores
The manufacturer of the Little Giant Ladder runs a commercial that is 60
minutes long. The inventor of the ladder shows the versatility and
uniqueness of this ladder, and several "regular" people demonstrate how
easy it is to use. In fact, this ladder is over 20 ladders in one because of the
many different ways it can be configured. Viewers can call the 800 number
or visit the website to purchase this product. This is an example of a(n) - -
infomercial
- __________ meaning is the conventional meaning assigned to a word such
as found in the dictionary. - -Semantic
- Which of the following statements is false regarding situational factors
affecting attention? - -motivation and ability are two major situational
factors affecting attention
- The information processing model has four major steps or stages:
exposure, attention, interpretation, and memory. - -True
- Attention is determined by three factors: the stimulus, the individual, and
the situation - -true
- Individuals' interpretation of stimuli tend to be consistent with their
expectations, an effect referred to as the - -expectation bias
- Swiss Miss instant hot chocolate uses images of winter Olympic athletic
events with athletes and fans warming up to a mug of their instant cocoa.
While Swiss Miss is not an official sponsor of the winter Olympics, consumers
viewing the ads might reasonably infer that they were. What type of
marketing is this? - -ambush marketing
- The fact that all aspects of the perception process are extremely selective
is referred to as - -perceptual defenses
- __________ occurs when a stimulus is placed within a person's relevant
environment and comes within range of their sensory receptor nerves. - -
exposure
- __________ involve(s) the use of an unexpected twist or artful deviation in
how a message is communicated either visually in the ad's picture or
verbally in the ad's text or headline. - -Rhetorical figures
, - __________ is a series of activities by which stimuli are perceived,
transformed into information, and stored. - -Information processing
- Cameron was searching the Internet for information on digital cameras. He
went to a search engine (i.e., Google) and searched the keywords "digital
camera." Unbeknownst to him, several banner ads for brands and retailers of
digital cameras appeared on the results page that was activated based on
the terms he used in his search. These banner ads are known as - -smart
banners
- __________ involves presenting an incomplete stimulus with the goal of
getting consumers to complete it and thus become more engaged and
involved. - -Closure
- Ron owns a small retail establishment and is seeking your advice regarding
getting shoppers' attention in the store. What should you recommend to Ron
to help him get shoppers' attention? - -ron should use warm colors, such as
reds and yellows, because they are moving more arousing than cool colors
- Stimulus characteristics affecting interpretation include traits, organization,
and changes. - -True
- __________ refers to the manner in which the message is presented. - -
format
- Denise tends to experience emotions more strongly than most people, so
much so that there are some ads that she cannot even watch because they
make her cry. This trait is known as - -affect intensity
- Individual characteristics affecting interpretation include traits, learning
and knowledge, and expectations. - -True
- The minimum amount that one stimulus can differ from another with the
difference still being noticed is referred to as the - -just noticeable difference
- Attention is determined by which factor? - -The stimulus, the individual,
and the situation
- Theories based on which need view the consumer as a problem solver who
approaches situations as opportunities to acquire useful information or new
skills? - -TRUE
- Nick looked up a phone number in the telephone directory, and instead of
writing it down, he kept repeating it to himself over and over until he could
punch the numbers and make the call. Which of the following describes what
Nick was doing? - -maintenance rehearsal
Questions and Answers 100% Scores
The manufacturer of the Little Giant Ladder runs a commercial that is 60
minutes long. The inventor of the ladder shows the versatility and
uniqueness of this ladder, and several "regular" people demonstrate how
easy it is to use. In fact, this ladder is over 20 ladders in one because of the
many different ways it can be configured. Viewers can call the 800 number
or visit the website to purchase this product. This is an example of a(n) - -
infomercial
- __________ meaning is the conventional meaning assigned to a word such
as found in the dictionary. - -Semantic
- Which of the following statements is false regarding situational factors
affecting attention? - -motivation and ability are two major situational
factors affecting attention
- The information processing model has four major steps or stages:
exposure, attention, interpretation, and memory. - -True
- Attention is determined by three factors: the stimulus, the individual, and
the situation - -true
- Individuals' interpretation of stimuli tend to be consistent with their
expectations, an effect referred to as the - -expectation bias
- Swiss Miss instant hot chocolate uses images of winter Olympic athletic
events with athletes and fans warming up to a mug of their instant cocoa.
While Swiss Miss is not an official sponsor of the winter Olympics, consumers
viewing the ads might reasonably infer that they were. What type of
marketing is this? - -ambush marketing
- The fact that all aspects of the perception process are extremely selective
is referred to as - -perceptual defenses
- __________ occurs when a stimulus is placed within a person's relevant
environment and comes within range of their sensory receptor nerves. - -
exposure
- __________ involve(s) the use of an unexpected twist or artful deviation in
how a message is communicated either visually in the ad's picture or
verbally in the ad's text or headline. - -Rhetorical figures
, - __________ is a series of activities by which stimuli are perceived,
transformed into information, and stored. - -Information processing
- Cameron was searching the Internet for information on digital cameras. He
went to a search engine (i.e., Google) and searched the keywords "digital
camera." Unbeknownst to him, several banner ads for brands and retailers of
digital cameras appeared on the results page that was activated based on
the terms he used in his search. These banner ads are known as - -smart
banners
- __________ involves presenting an incomplete stimulus with the goal of
getting consumers to complete it and thus become more engaged and
involved. - -Closure
- Ron owns a small retail establishment and is seeking your advice regarding
getting shoppers' attention in the store. What should you recommend to Ron
to help him get shoppers' attention? - -ron should use warm colors, such as
reds and yellows, because they are moving more arousing than cool colors
- Stimulus characteristics affecting interpretation include traits, organization,
and changes. - -True
- __________ refers to the manner in which the message is presented. - -
format
- Denise tends to experience emotions more strongly than most people, so
much so that there are some ads that she cannot even watch because they
make her cry. This trait is known as - -affect intensity
- Individual characteristics affecting interpretation include traits, learning
and knowledge, and expectations. - -True
- The minimum amount that one stimulus can differ from another with the
difference still being noticed is referred to as the - -just noticeable difference
- Attention is determined by which factor? - -The stimulus, the individual,
and the situation
- Theories based on which need view the consumer as a problem solver who
approaches situations as opportunities to acquire useful information or new
skills? - -TRUE
- Nick looked up a phone number in the telephone directory, and instead of
writing it down, he kept repeating it to himself over and over until he could
punch the numbers and make the call. Which of the following describes what
Nick was doing? - -maintenance rehearsal
