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Marketing Communication > Lecture 2: Explaining how MC Influences Consumers > Flashcards

Lecture 2: Explaining how MC Influences Consumers Flashcards

1
Q

The ‘hierarchy of effects models’ has a dual processing framework.

A

True.

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2
Q

Consumers are assumed to go through three stages of a randomised sequence.

A

False.

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3
Q

Consumers are assumed to go through three stages in a well-defined sequence; cognitive, affective, and conative.

A

True.

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4
Q

The cognitive stage is defined as emotional responses occur that are associated with the communication object.

A

False.

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5
Q

The cognitive stage is defined as when consumers engage in thinking processes that lead to awareness and knowledge.

A

True.

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6
Q

The affective stage is when emotional responses occur that are associated with the communication object; attitudes are formed.

A

True.

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7
Q

The conative stage is when consumers engage in thinking processes that lead to awareness and knowledge.

A

False.

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8
Q

The conative stage is when consumers engage in action (e.g., purchases).

A

True.

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9
Q

In the hierarchy of effects, advantages are described as; awareness of communication object/brand as prerequisite

A

True.

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10
Q

In the hierarchy of effects, shortcomings are described as; lack of empirical support, interaction of stages, no account of unconscious or low-effort processing.

A

True.

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11
Q

Consumer Involvement is defined as a person’s perceived relevance of an object based on inherent needs, values, and interests.

A

True.

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12
Q

Objects of involvement include product categories, brands, ads, media, behaviours etc.

A

True.

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13
Q

Involvement categorizes consumer decisions (processes) and products.

A

True.

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14
Q

On the Rossiter-Percy Grid, dimension 1 details high and low levels of involvement.

A

True.

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15
Q

On the Rossiter-Percy Grid, dimension 1 details transformational and informational motivations.

A

False.

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16
Q

On the Rossiter-Percy Grid, dimension 2 details high and low levels of involvement.

A

False.

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17
Q

On the Rossiter-Percy Grid, dimension 2 details transformational and informational motivations.

A

True.

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18
Q

After exposure to a message, consumers elaborate on the message.

A

True.

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19
Q

Depending on motivation and abilities (involvement) and opportunities, different routes of persuasion are at work.

A

True.

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20
Q

High motivation and high ability (high involvement) is called the central route.

A

True.

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21
Q

Low motivation and/or low ability (low involvement) is called the peripheral route.

A

True.

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22
Q

Systematic processing relies on heuristics that are easily accessible from memory (“Statistics never lie”, “One can trust a doctor”).

A

False.

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23
Q

Systematic processing relies on argument strength (central route processing).

A

True.

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24
Q

Heuristic processing relies on argument strength (central route processing).

A

False.

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25
Q

Heuristic processing relies on heuristics that are easily accessible from memory (“Statistics never lie”, “one can trust a doctor”).

A

True.

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26
Q

Additive effects are described as the total impact increasing when arguments and heuristics occur.

A

True.

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27
Q

Attenuation effects are defined as; in case of contradictory conclusions, conclusions from systematic processing outweigh heuristic-based conclusions.

A

True.

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28
Q

Bias effects are defined as; in case of ambiguous arguments, heuristics can bias argument based conclusions.

A

True.

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29
Q

Cognitive responses are thoughts we have when exposed to a message.

A

True.

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30
Q

Thoughts can be coded as counterarguments, support arguments, source oriented, execution oriented, etc.

A

True.

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31
Q

Cognitive responses affect attitudes and intentions.

A

True.

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32
Q

Attitudes are based on (1) the beliefs we have about an attitude object and (2) the evaluation of these beliefs.

A

True.

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33
Q

In the Fishbein Model, beliefs are defined as the probability that a particular object j has an important attribute k as perceived by person i.

A

True.

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34
Q

In the Fishbein Model, attitudes (towards behaviour) impact behavioural intentions which in turn impact behaviour.

A

True.

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35
Q

Theory of reasoned action (TORA) is where subjective norms (perceived social pressure) impact behavioural intentions.

A

True.

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36
Q

Subjective norms / perceived social pressures are the perceived opinion of significant others x social sensitivity.

A

True.

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37
Q

In the TPB model by Ajzen, the Theory of Planned Behaviour explains how perceived behavioural control impacts behavioural intentions and behaviour.

A

True.

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38
Q

In the TPB model by Ajzen, perceived behavioural control is the control beliefs x perceived power.

A

True.

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39
Q

Self-generated persuasion is when consumers are persuaded by their own thoughts, arguments, conclusions that go beyond the information offered in the message.

A

True.

40
Q

Self-generated persuasion leads to very strong brand beliefs and brand attitudes.

A

True.

41
Q

Self-generated beliefs can be triggered by missing information in messages, open questions, etc.

A

True.

42
Q

Heuristic evaluations aim at satisficing, but not optimizing purchase decisions.

A

True.

43
Q

Heuristic evaluations aim at optimizing, but not satisficing purchase decisions.

A

False.

44
Q

Heuristic evaluations are complex inferences based on MC characteristics (source, message, product).

A

False.

45
Q

Heuristic evaluations are simple inferences based on MC characteristics (source, message, product).

A

True.

46
Q

Consumers use real feelings as a source of information for attitude formation in an informed, deliberate manner.

A

True.

47
Q

Affect-as-Information occurs only when emotion is representative of the object to be evaluated (i.e., genuine affective response to the object) and relevant for consumer’s decisions.

A

True.

48
Q

Affect-as-information decision predictability is stronger than for cognitively formed attitudes.

A

True.

49
Q

Cognitively formed attitudes create stronger decision predictability than affect-as-information decisions.

A

False.

50
Q

Emotional conditioning is the process of pairing the unconditional stimulus (e.g., humour in ads or any other stimuli that evoke emotions) with a conditioned stimulus (e.g., a brand) can create positive emotions and positive attitudes towards the conditioned stimulus.

A

True.

51
Q

Emotional conditioning can only happen with more than one pairing.

A

False.

52
Q

Emotional conditioning can happen even with only a single pairing.

A

True.

53
Q

Emotional conditioning does not necessarily depend on the awareness of the critical pairing.

A

True.

54
Q

Emotional conditioning depends heavily on the awareness of the critical pairing.

A

False.

55
Q

The mere exposure effect suggests consumers prefer familiar objects over nonfamiliar ones.

A

True.

56
Q

The mere exposure effect suggests consumers prefer nonfamiliar objects over familiar ones.

A

False.

57
Q

The old explanation of the mere exposure effect was defined as: prior exposure increases processing fluency at the time consumers have to make judgement; misattribution of positive feelings to the ad or brand.

A

False.

58
Q

The current explanation of the mere exposure effect is defined as: prior exposure increases processing fluency at the time consumers have to make judgement; misattribution of positive feelings to the ad or brand.

A

True.

59
Q

The old explanation of the mere exposure effect was defined as; repeated exposure increases familiarity.

A

True.

60
Q

Pre-experience exposure is when marketing communication frames perceptions and enhances experiences.

A

True.

61
Q

Post-experience exposure is when marketing communication enhances experiences and organises memory.

A

True.

62
Q

Pre-experience exposure is when marketing communication enhances experiences and organises memory.

A

False.

63
Q

Post-experience exposure is when marketing communication frames perceptions and enhances experiences.

A

False.

64
Q

Marketing communication can support resolution of cognitive dissonance and thereby exert an influence after purchase behaviour.

A

True.

65
Q

Attitudes are inferred from previous behaviour by self-perception.

A

True.

66
Q

The Foot-in-the-door technique is when induce behaviour, attitudes are formed later by self perception.

A

True.

67
Q

Marketing communication reinforces habits and routinized response behaviour, frames experience, and defends consumers’ attitudes.

A

True.

68
Q

Reinforcement and Routinized Response occurs without much cognitive effort, although initial brand choice might have been thoroughly elaborated.

A

True.

69
Q

Reinforcement and Routinized Response requires immense cognitive effort, although initial brand choice might have been thoroughly elaborated.

A

False.

70
Q

Consumers can have conscious avoidance of marketing communication because of loyalty to rival brands.

A

True.

71
Q

Selective exposure is when people perceive a fraction of information they are exposed to.

A

False.

72
Q

Selective exposure is when people are exposed to a fraction of all available information.

A

True.

73
Q

Selective perception is when people are exposed to a fraction of all available information.

A

False.

74
Q

Selective perception is when people perceive a fraction of information the are exposed to.

A

True.

75
Q

Selective interpretation is when people remember a fraction of information they process.

A

False.

76
Q

Selective interpretation is when people process and interpret a fraction of information they perceive.

A

True.

77
Q

Selective retention is when people process and interpret a fraction of information they perceive.

A

False.

78
Q

Selective retention is when people remember a fraction of information they process.

A

True.

79
Q

Miscomprehension can be influenced by complex, abstract messages with a great amount of information.

A

True.

80
Q

Message comprehension is the ability of a consumer to understand the information that is being conveyed.

A

True.

81
Q

Irritation is when a consumer harbors negative feelings towards marketing communication by: provoking, annoying, causing displeasure, and momentary impatience.

A

True.

82
Q

Confusion is defined as a mismatch between a brand and communication stimulus, or mismatch of brand stimulus and product category.

A

True.

83
Q

Confusion can be an unintended effect on sale or positioning.

A

True.

84
Q

In order to experience reactance, consumers have to; expect free behaviour, consider free behaviour as important, or experience a serious threat of free behaviour.

A

True.

85
Q

Given that a person has a set of free behaviours, he/she will experience reactance whenever any of those behaviours are eliminated or threatened with elimination.

A

True.

86
Q

Consumers are unaware of marketing communication that contains persuasion attempts and processes.

A

False.

87
Q

Consumers possess knowledge about persuasion attempts and processes.

A

True.

88
Q

Knowledge of persuasion can lead to consumers reframing persuasive messages.

A

True.

89
Q

New techniques of persuasion are rarely not successful.

A

False.

90
Q

Successful new techniques of persuasion are rare.

A

True.

91
Q

Persuasion techniques can be easily protected by patent or copyright.

A

False.

92
Q

Persuasion techniques cannot be easily protected by patent or copyright.

A

True.

93
Q

Firms persist with ineffective MC because campaigns are not adequately pretested or tracked.

A

True.

94
Q

Firms persist with ineffective MC because there can be a conflict of interest with ad agencies (creativity vs efficiency).

A

True.

95
Q

Firms persist with ineffective MC because of budgeting and incentive issues (budgeting based on prior year’s sales).

A

True.

Marketing Communication (5 decks)

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