Exam 1

Question 1

The multiple store theory of memory views the memory process as using four different storage areas within the human brain.

Answer 1

False

Question 2

For a spokesperson to be most effective they should be:

Answer 2

Likable, attractive, wealthy, trustworthy

Question 3

According to what about communications providing information in ways beyond the explicit or obvious content of a message?

Answer 3

Signal Theory

Question 4

The process of grouping stimuli by meaning so that multiple stimuli can become a single memory unit is known as _____.

Answer 4

Chunking

Question 5

Signal theory says for a message to signal it must

convey information and be

Answer 5

Costly

Question 6

Which of the following is true of the physical characteristics of a message?

Answer 6

Consumers derive meaning from the actual text of a message and the visual presentation of the message.

Question 7

Consumers display a preference for things that are consistent with their prior knowledge.

Answer 7

True

Question 8

Which of the following theories suggests that the way information is framed affects risk assessments and any associated consumer decisions?

Answer 8

Prospect Theory

Question 9

Harley-Davidson can be said to be _____ of the motorcycle category because it is that concept within the motorcycle category that can be the single best representative of the motorcycle category.

Answer 9

an exemplar

Question 10

A schema is a mental map that gives meaning and is part of a consumers’ associative network.

Answer 10

True

Question 11

The JND (just noticeable difference) represents how much stronger one stimulus has to be relative to another so that someone can notice a difference.

Answer 11

True

Question 12

Which of the following statements is FALSE regarding the mere exposure effect?

Answer 12

An effect created by mere exposure is as strong as an effect created by a strong cohesive argument.

Question 13

The mere exposure effect works best when the consumer is distracted from processing the focal stimulus and the target object is unfamiliar.

Answer 13

True

Question 14

Which of the following is not a way to enhance consumers’ attention?

Answer 14

Intense stimuli, Contrast, Movement, Surprising Stimuli

Question 15

Juan just noticed his favorite brand of soft drink now has real sugar (which he prefers). So, he bought
twice as much. This is an example of which concept?

Answer 15

Just Meaningful Difference (JMD)

Question 16

The JMD (just meaningful difference) represents how much stronger one stimulus has to be relative to another so that someone can notice that the two are not the same.

Answer 16

False

Question 17

A company that produces a popular brand of pasta decides against increasing product price. Instead, the management decides to decrease the quantity of packed content from 100gms to 90gms. According to the management, a price increase would risk losing its brand loyal consumers who relate to the brand as affordable. This is an attempt to retain the consumers’ _____ of their product.

Answer 17

Perception

Question 18

With which type of learning do consumers simply sense and react (or respond) to the environment?

Answer 18

Unintentional learning

Question 19

In which type of unintentional learning is behavior conditioned through reinforcement?

Answer 19

Instrumental conditioning

Question 20

Accommodation occurs when a consumer easily recognizes a round, red fruit as an apple.

Answer 20

False

Question 21

Atmospherics, time and timing, and environmental conditions are situational influences on consumer behavior

Answer 21

True

Question 22

_____ refers to the way a product is perceived by a consumer.

Answer 22

Product positioning

Question 23

An act of consumption can provide only one value (utilitarian or hedonic) at a time.

Answer 23

False

Question 24

What do the x- and y-axes on a perceptual map represent

Answer 24

product attributes that are important to consumers

Question 25

Internal influences include the social and cultural aspects of life as a consumer

Answer 25

False

Question 26

Customer lifetime value is equal to the net present value of the stream of profits over a customer’s
lifetime plus the NPV of _____

Answer 26

the worth attributed to the equity a good customer can bring

Question 27

Marketing tactics include price, promotion, product, and distribution decisions

Answer 27

True

Question 28

The realization that a consumer is necessary and must play a part in order to produce value is the major premise underlying the concept of _____

Answer 28

Value co-creation

Question 29

Kyle purchased a Macbook Pro and an extended warranty. He also purchased one-on-one training to learn how to use the computer. This is an example of _____

Answer 29

an augmented product

Question 30

Relationship quality is a function of a consumer’s perceived value of the relationship.

Answer 30

True

Question 31

Two factors should be considered when trying to understand how important serving customers well should be to any given organization. The first factor is the competitiveness of the marketing environment, and the second is the _____.

Answer 31

dependency of the marketer on repeat business

Question 32

The basic consumption process begins with the consumer recognizing a want.

Answer 32

False

Question 33

The Ritz-Carlton Hotel has a culture that embodies the importance of creating value for guests among all employees. One way this is implemented is giving the front desk employees the authority to correct a problem presented by a guest without having to have approval from a manager. Which type of orientation does his company embrace?

Answer 33

market orientation

Question 34

Consumer behavior can be thought of as the actions, reactions and consequences that take place as the consumer goes through a decision making process seeking value, reaches a decision and then uses the product to address their needs.

Answer 34

True

Question 35

The final step in the consumption process is

satisfaction.

Answer 35

False

Question 36

Which of the following is based on the belief that firm performance is enhanced through repeat business?

Answer 36

relationship marketing