FINAL EXAM OF COLLEGE

Question 1

What are Attitudes based on?

Answer 1

Affective: based on emotions toward object
Behavioral (aka Behavioral Conation): based on your
actions toward attitude object
Cognitive (aka Beliefs): based on the
thoughts/beliefs about the properties of an object

Question 2

Affect aspects of attitudes

Answer 2

-Feelings are more likely to arise automatically and before cognitions
-Not fact based but on values, sensory, aesthetics, and classical conditioning

Question 3

Moreland & Beach study (1998)

Answer 3

-Proved the mere exposure effect
-Results: the more classes the woman attended, the
more favorable her ratings became
-Perceptual fluency increases positive affect for the
stimulus

Question 4

Behavioral aspects of attitudes

Answer 4

-Attitudes based on observations of how one behaves
towards an attitude object
-self perception theory: when we don’t know
our attitudes, we look to our behaviors to infer them

Question 5

Cognitive aspects of an attitudes

Answer 5

-Classify +/- aspects of object to determine whether
we want to associate with it.

Question 6

What forms the basis for the attitude?

Answer 6

A) The learning hierarchy
Think -> Feel -> Act

B) The emotional hierarchy
Feel -> Act -> Think

C) The low-involvement hierarchy
Act -> Feel -> Think

Question 7

LaPiere (1934)

Answer 7

-Toured US with young Chinese couple during time of
strong prejudice against Asians
-Later sent letter to same establishments asking if they
would accept Chinese as guests
-92% said NO

Question 8

Katz (1960) proposed that:

Answer 8

Attitudes exist to serve one of four functions
for the individual holding them.
1) The Knowledge Function
2) Value-Expressive
3) The Ego-Defensive Function
4) Utilitarian (Adjustment) function (avoid pain)

KVEU
Keanu values every umbrella

Question 9

Knox & Walker, 2001 consumer profiles

Answer 9

Top left: switch
Bottom right: loyals

Top right: habituals
Bottom left: variety seekers

x axis: brand support
y axis; brand commitment

Question 10

Persuasion by communication

Answer 10

a) Elaboration Likelihood Model (ELM)
1) Central Route:
High Elaboration about a message
2) Peripheral route:
Low elaboration about a message

Question 11

Humor in pursuasion

Answer 11

-works best when company makes fun of itself
-works best when it is not a luxury item
-when there is already a positive association
-product is low involvement

Question 12

Fear in pursuasion

Answer 12

-Low level
Failure to capture attention
-High
Can be too threatening
Can lead to dissonance & defensive processing
-Moderate
Most effective, when specific recommendations for
reducing fear are provided

Question 13

Blanton & Stuart, 2001

Answer 13

2 conditions:
1) Normative to get flu shot vs. counternormative to get flu
shot (i.e. normal NOT to get a flu shot)
2) Positively framed or a negatively framed message
encouraging immunization.
Positively framed message emphasized the desirable
attributes of people who get flu shots
Negatively framed message emphasized the undesirable
attributes of people who do not get flu shots

Question 14

Langer et al. (1978):

Answer 14

1. Experimenter asked to cut in line to use a
   photocopier.
2. One of three reasons given.
3. Request was large or small.

Question 15

what are the 6 principles of compliance

Answer 15

Six principles that underlie compliance:
1. Reciprocation
2. Social validation
3. Consistency
4. Friendship/Liking
5. Scarcity
6. Authority

RSCFSA
Reciprocating social cunts feels scary already

Question 16

Sensation

Answer 16

The process by which our nervous system receives and
represents stimuli from the environment via our 5 sense
Raw energy transformed into neural signals which are sent
to the brain

Question 17

Perception

Answer 17

-Process of retrieving, selecting and interpreting
environmental stimuli with the five senses.
-Meaning/interpretation given to sensory information
-Perception is the communication gateway to the
consumer.

Question 18

Visual Capture

Answer 18

tendency for vision to dominate the other senses

Question 19

Absolute threshold

Answer 19

-The minimum stimulation needed to detect a particular stimulus 50% of the time
-varies with age

Question 20

Signal Detection Theory

Answer 20

-Understand why pp respond differently to the same
stimuli and why the same pp’s reaction changes in
different circumstances
-detecting a stimulus is jointly determined by the
signal and the subject’s criterion (bias)

Question 21

Just Noticeable Difference (JND):

Answer 21

-Minimum difference a person can detect between any
2 stimuli half the time
-Weber’s law: JND a function of proportions
Sales and package-pricing: 20% to be noticed

Question 22

Adaptation

Answer 22

the process of becoming desensitized
to sensual stimuli.
-Adaptation level theory suggest that if a stimulus
doesn’t change we will habituation and notice it less
–By being original and unexpected = surprises
consumer = keeps interest
-Moderate arousal facilitates attention

Question 23

Usage of color for arousal?

Answer 23

Warm colors to increase consumer’s
motivations/behaviors/excitement

Question 24

Voluntary attention influences and Involuntary attention Influences

Answer 24

-Voluntary attention influences: consumers attend to
information consistent with their current knowledge
and expertise.
-Involuntary attention Influences: rooted in the nature of the stimulus.

Question 25

Selective Exposure

Answer 25

The highly selective nature of consumer exposure is a
major concern for marketers
Failure to gain exposure results in lost communication
and sales opportunities.

Question 26

Voluntary Exposure

Answer 26

Although consumers often avoid commercials and
other marketing stimuli, sometimes they actively seek
them out for various reasons

Question 27

Attention

Answer 27

1. Individual Factors
   Are characteristics which distinguish one individual
   from another
2. Stimulus Factors
   Are physical characteristics of the stimulus itself
3. Situational Factors
   Include stimuli in the environment other than the focal
   stimulus and temporary characteristics of the
   individual that are induced by the environment

ISS

Question 28

Attention: Individual Characteristics

Answer 28

1) Traits
Physiological thresholds & preferences
Psychological cognitive, affective and behavioral differences
2) Learning & knowledge
Culture dependent learning
Learn about brands through own experience
Interpret information in terms of initial attitude toward
brand
3) Expectations
Expectation bias: Interpret stimuli in line with expectations

TLE

Question 29

Attention: Stimulus factors

Answer 29

Size
Intensity
Salience & contrast
Color and Movement
Position
Format
Expectations
Novelty
Information Quantity

SISCPFENI
snakes in southern cali probably fart every night Ight?

Question 30

Stimulus Factor: Salience and Contrast

Answer 30

Draw consumers’ attention involuntarily because they
are interesting and different.

Question 31

(Bar & Neta, 2006

Answer 31

-Humans prefer curved objects to sharp edged ones
-Didn’t show a difference in reaction time between
stimuli suggesting its NOT perceptual fluency
-MRI showed activity in the amygdala when viewing
sharp edges = fear

Question 32

Varitan, Navarrete, Chatterjee, Fich, Leder, Modrono, Nadal, Rostrup & Skov, 2013)

Answer 32

Humans prefer curved architecture to straight
Round preferences is universal

Question 33

Stimulus factors: Color and movement

Answer 33

-A brightly colored package or display is more likely to received attention.

Question 34

Singh, 2006

Answer 34

People make up their minds about a
product/person within 90 seconds

Question 35

warm vs cool

Answer 35

Warm colors (yellow, orange, red): encourage activity
and excitement = Red has been shown to stimulate
the senses and raise the blood pressure
Cool colors (blue, green): soothing and relaxing = Blue
has been shown to calm consumers, but also make
them feel colder

Question 35

happy vs sad colors

Answer 35

Yellow, orange & blue = happy colors
Red, black, & brown = sad colors

Question 36

Khouw, 2002
color and gender

Answer 36

-Men are more tolerant of gray, white or black than
women
-Women were more reactive toward combinations of
red & blue
-Red & Blue combination was the most preferred by
adults

sep:
men prefer bright colors while women prefer soft colors

Question 37

color names;

Answer 37

Participants prefer products with “fancy” names E.g.
the same color of brown found to be significantly
more likeable when labeled mocha than brown
(Korinko, Kemmer, Heb & Lane, 2006)
-Consumers rated elaborately named paint colors as
more pleasing to the eye than their simply named
counterparts (Babin, Hardesty & Suter, 2003).
-More unusual and unique color names can increase
the intent to purchase

Question 38

SES preferences and color

Answer 38

-Lower-income segments prefer hot, bright colors
-Deep, rich appeal to higher-income segment

Question 39

Bellizzi & Hite, 1992

Answer 39

Two laboratory experiments that only varied the color of the
retail environment (red vs. blue)
Significantly more positive retail outcomes occurred in blue vs.
red environments.
E.g. More simulated purchases, fewer purchase postponements,
and a stronger inclination to shop and browse were found in
blue retail.

Question 40

Bottomley & Doyle, 2006)

Answer 40

immediate color and value to brand
-Functional products to be presented in functional
colors (gray, black, blue, green)
-Sensory-social products in sensory-social colors (red,
yellow, pink, violet)

Question 41

Lewis, 2014

Answer 41

-Participants read one of two menus describing a
tomato soup as dish as “rich and creamy,” printed in
Courier vs. Lucida Calligraphy.
-Participants were asked to rate the soup for taste,
freshness, and enjoyment.
-Participants consumed the same soup from the same
tin, BUT two-thirds more of those given the Lucida
Calligraphy menu rated it as tastier, fresher, and more
enjoyable than those in the Courier group.

Question 42

Novemnsky, Dhar, Schwarz & Simonson (2007)

Answer 42

Participants were provided with one of two leaflets
describing a cordless phone: One printed in a familiar
font; the other in an unfamiliar one.
DV: would they like to buy a phone right away or think
about it?
Unfamiliar: 41% wanted to think about it
Familiar: 17 % wanted to think about it

Question 43

Stimulus factors: Position

Answer 43

Position is the placement of
an object in physical space
or time.
In retail stores, items that
are easy to find or stand
out are more likely to
attract attention, such as
end-caps and kiosks.
High impact zones in print
ads in the U.S. tend to be
toward the top left portion
of the ad.

Question 44

Nisbett & Wilson (1977)

Answer 44

Laid out 4 pairs of identical pantyhose and asked
consumers to pick the pair that they liked best
Found
Consumers were significantly more likely to select the
pair furthest to the right regardless which of the four
identical pairs was in the far-right position
proportions of respondents who preferred the pairs
from left to right were 12%, 17%, 31% and 40%
None of the participants thought they had been
influenced by the position of the product

Question 45

Holland, Hendricks & Aarts, 2005

Answer 45

Consumers exposed to scent associated with
“cleanliness” or not
Scent condition: citrus scent of all purpose cleaner
was diffused in cubicle (not visible)
Control condition: no scent diffused into room
40% of scent condition mentioned cleaning activity among 5 things they’d do
-clean scent condition also swiped crumbs more

Question 46

ScentAir

Answer 46

operates in 109 countries, serves
more than 50,000 customers world wide and
produces some five billion enduring ‘aroma
impressions’ each year.