MKT 4040 Midterm Exam | Questions with Verified Answers

MKT 4040 Midterm Exam | Questions with Verified Answers A _____is some stimulus that facilitates the activation of memory. a. log signal b. prototype c. schema d. retrieval cue e. script Brands viewed as the best examples of a product category are called_____. a. graded brands b. processed brands c. prototypical brands d. salient brands e. equitable brands Iconic memory is sensory memory of things we _____. a. smell b. touch c. taste d. hear e. see In the context of memory and retrieval, which of the following statements is true of interference? a. It is reduced by repeatedly retrieving a particular informationfrom memory. b. It is negatively affected by competitive advertising when an established brand promotes a new attribute. c. It affects bilingual customers since second-language messages are retrieved better than first-language messages. d. It occurs when the strength of a memory deteriorates over time because of the presence of other (new) memories that compete with it. e. It occurs when a person retrieves memories through the use of decoding techniques. _____ is the tendency to store information better if it comes first in a sequence. a. Dormancy b. Ascendency c. Primacy d. Recency e. Occupancy La Malang is a regular food festival which invites chefs from across the world to participate. People come in large numbers to try out the different cuisines. Food stalls during the festival have been classified into categories such as "Starters," "Main Course," and "Desserts." The similar characteristics of the dishes have led to this form of a categorization. The various categories in this scenario can be called _____. a. structural grades b. taxonomic categories c. objective categories d. prototype grades e. hierarchical orientations Lavish Homes is a furnishing and home décor store that is suited to people of all classes and tastes. Consumers tend to describe the brand as down-to-earth, honest, friendly, and cheerful. In this scenario, the consumers' descriptions reflect the _____. a. brand's personality b. network associativity c. associative schema d. schematic orientation e. brand's image Which of the following is a difference between expert consumers and novices? a. Novices have more concrete associations linked to a concept than expert consumers. b. Expert consumers have more refined taxonomic structure of categories than novices. c. Novices exhibit more flexibility in activating suitable categories than expert consumers. d. Novices have a richer associative network with more associations than expert consumers. e. Expert consumers exhibit less interest in activating suitable associations than novices. Episodic memory is about your experiences. True False Positioning close to the prototype can be an effective way to differentiate a brand. True False By stimulating their imagery processing, marketers can help consumers process and retain more information. True False The temporary storage of input from all of our five senses is called: a. Sensory Memory b. Working Memory c. Long-term Memory d. Empathy e. Discursive Processing ______________ is memory that we consider to be subconsciously stored, and it influences our decisions and behavior. a. Iconic memory b. Recursive memory c. Implicit memory d. Long-term memory e. Explicit memory Which one of the following techniques used by marketers to enhance memory refers to the idea of taking complex strings of information and making them simple? a. Chunking b. Recirculation c. Rehearsal d. Seconding e. Elaboration Mike participated in a marketing research study. He was shown three different brand logos and he was asked to identify the brands. This is an example of a ___________ question. a. Elaboration b. Chunking c. Recognition d. Brand personality e. Recall When the brand name is so powerful in representing a category, it may become synonymous with the category it represents. Then it is called: a. Enhancing retrieval b. Retrieval cue c. Graded structure d. Category namesake e. Cotton swabs Marketers can enhance consumers' retrieval of brands by advertising two complementary products together like "peanut butter and jelly", or "cookies and milk", and explaining why they go together. This is called using: a. Confusion b. The correct medium c. Redundant cues d. Prototypicality e. Salience Decay refers to the weakening of memory strength over time. True False A company can use different things as retrieval cues for their products. Which on of the following is one of them? a. Package b. Logo c. Spokesperson d. Images e. All of the above Culture may influence the content and structure of consumers' knowledge. True False An indirect comparative message is: a. one in which a company's new product is compared to its original product. b. one in which the offering is compared with those of unnamed competitors. c. a message that is forgotten more quickly than the source. d. a thought that discounts or attacks the message source. e. a message delivered by a low-credibility source. _____ attempt to elicit anxiety by stressing the negative consequences of either engaging or not engaging in a particular behavior. a. Normative beliefs b. Fear appeals c. Support arguments d. Subjective norms e. Source derogations Attitude confidence refers to: a. how much we know about a product. b. how strongly we hold an attitude. c. how much we like or dislike something. d. how our evaluations regarding a brand are mixed. e. how easily and readily an attitude can be retrieved from memory. A two-sided message is one that: a. contains both positive and negative information about a product. b. opens up communication between two sources. c. has two spokespersons. d. contains information from two different sources. e. uses two types of comparative advertising. Brad often watches advertisements for acne removal creams. When he listens to claims that the product makes the users' skin clearer in a few hours, he wonders, "No one's skin can become clear within hours. The product will not work." Brad's thoughts are examples of _____. a. one-sided messages b. support arguments c. credibility d. reasoning by analogy e. counterarguments _____ is an overall evaluation that expresses how much consumers like or dislike an object, issue, person, or action. a. Motivation b. An opportunity c. An attitude d. Exposure e. Ability _____ is the model that provides an explanation of how attitudes predict consumer behavior. a. The prospect theory b. Hofstede's law c. Weber's law d. The body feedback theory e. The theory of reasoned action Which of the following statements is true of central-route processing? a. It happens when consumers' motivation is low. b. Consumers' attitudes are based on tangential analysis of the message. c. It involves high elaboration on the part of the consumer. d. It is another name for classical conditioning. e. Consumers form weak attitudes that are not persistent and resistant to change. According to the mere exposure effect, humans tend to: a. prefer unfamiliar objects to familiar ones. b. prefer familiar objects to unfamiliar ones. c. prefer not to expose their emotions. d. expose themselves to others' opinions. e. expose themselves to others' emotions. Exotic King Foods used songs from the 60s and 70s in their ads to evoke a positive response in consumers who were baby boomers. The music could have acted as a(n) _____ in classical conditioning to create a good feeling toward Exotic King Foods. a. unconditioned stimulus b. conditioned response c. conditioned stimulus d. conditioned favor e. positive reinforcement If consumers really like an ad, _____. a. classical conditioning will not occur b. their positive feelings may transfer from the ad to the brand c. they may have fewer associations with the brand advertised d. source derogations may increase e. their involvement in processing the ad may decrease In low-processing (low-effort) situations, a simple message is more likely to be effective because consumers will: a. be influenced by co-consumers who have supportive arguments for a product. b. not have to process a lot of information. c. be able judge products based on quality. d. not want to purchase products with a low brand image. e. be able spend a lot of time evaluating competitive prices. _____ is a process that involves consumers becoming bored with a stimulus. a. Closeness b. Attrition c. The deactivation effect d. Wearout e. The mere exposure effect _____ is a way of producing a response to a stimulus by repeatedly pairing it with another stimulus that automatically produces this response. a. Modeling b. Classical conditioning c. Feedback generation d. Operant conditioning e. Transitioning Jenny, a frequent jogger, sees a television ad for sports shoes that features a famous marathon runner. Viewing the ad makes her think "This is a good product if he is endorsing it because he has won many marathons." In this scenario, Jenny is: a. being a persuasive ad viewer and a critical judge of the product. b. being attracted by having her attention levels raised. c. using memorable sources that help encode associations about the product. d. using credible sources to form an attitude about the product. e. focusing on the peripheral arguments in her persuasion. Which of the following statements is true when a company repetitively plays the same message? a. It diminishes brand awareness. b. It makes claims unbelievable. c. It decreases consumers' confidence in the brand. d. It decreases consumers' recalling effort through passive learning. e. It makes the brand name familiar. Favorability refers to how easily and readily an attitude can be retrieved from memory. True False The term _____ has been used to describe the attitude formation and change process when effort is low on the part of the consumer. a. sleeper effect b. online processing c. peripheral-route to persuasion d. endowment effect e. reasoning by analogy You can change attitudes by changing the performance of your product on a weaker dimension. True False When classical conditioning is used in a marketing situation, the conditioned stimulus is the product/brand. True False Anna sees an ad for Naimo Lands, a theme park. Though she does not remember the price of the ticket or the names of the rides, she remembers how the employees had entertained the crowd during her last trip to Naimo Lands. She also remembers that she was given a gift before she left the park. In this case, the details remembered by Anna can be categorized as _____. a. recall through external search b. nonvivid information c. recall of experiences d. information gathered for problem recognition e. information stored in olfactory memory Brandon is interested in electronic music and owns a used mixing deck. Recently, he realized that for better sound clarity, he needs a new music mixing deck. In this case, Brandon is in the stage of _____. a. postpurchase evaluation b. problem recognition c. information storage d. hypothesis testing e. internal search Cathy and Don are soon to be parents. Lately, they have been interested in childcare products. In this scenario, Cathy and Don's needs are triggered by their ____________. a. boredom b. ongoing search c. dissatisfaction d. family life cycle e. online processing Gnosis Inc. is an energy drink manufacturer. A white racing stag on a purple background is the logo on all of its drinks. When consumers see the logo, they