Quiz 5

Question 1

According to the attitude toward the ad, if the consumer likes the as, she/he is more likely to buy the product/brand shown in the Ad? T/F

Answer 1

True

Question 2

In Classical conditioning an __________ automatically evokes an involuntary response; whereas a ____________ does NOT automatically evoke an involuntary response.

Answer 2

Unconditioned Stimulus

Conditioned Stimulus

Question 3

Being exposed to a messaged repeatedly makes the consumer think that the message must be true.

Answer 3

Truth Effect

Question 4

Tami was in a bad mood after driving home for two hours on the freeway. This is likely to affect her attitudes regarding any subsequent stimuli by:

Answer 4

biasing them negatively

Question 5

Status (determining social class) is made up of wealth, power, and attitude? T/F

Answer 5

False

Question 6

Mystery ads, scratch-and-sniff ads, and interactive ads are examples of ads used by marketers to

Answer 6

increase the involvement of consumers

Question 7

When the consumer effort is low, consumers’ attitudes are based on simple beliefs. One way of forming simple beliefs is by counting the number of reasons/benefits presented in communication about a brand. For instance, one might have a favorable attitude towards a brand since there are four benefits associated with it. This is:

Answer 7

Frequency Heuristic

Question 8

Status is the symbol of one’s rank in the society. T/F

Answer 8

True

Question 9

In terms of the message component while influencing cognitive attitudes, a frozen dinner that is named Healthy Meal may lead people to make inferences that are based on:

Answer 9

category and schema-consistent information

Question 10

A TV ad for Dial soap shows an individual in various situations (like in a car, elevator or crowded restaurant) with other people appearing to be in some discomfort. A voice over says, “Aren’t you glad you used Dial…don’t you wish everyone did?” If Dial soap assumes that consumers use low cognitive effort to evaluate their brand, what message characteristic is probably used in the ad?

Answer 10

Self-Referencing

Question 11

In a mystery ad, the brand is usually revealed at the very beginning of the ad. T/F

Answer 11

False

Question 12

When consumer MAO is low, attitudes are based on superficial analysis of the message. This refers to peripheral route processing in terms of attitude formation and change. T/F

Answer 12

True

Question 13

The mere exposure effect

Answer 13

states that familiarity increasing liking

Question 14

Self-referencing is a way of influencing attitudes under low consumer effort. Marketers can induce self-referencing by all of the following ways EXCEPT:

a. Asking rhetorical questions.
b. Directly instructing consumers to use self-reference.
c. Using the word “you” in the ad.
d. Showing visuals of situations to which consumers can easily relate to.
e. Using a mystery ad that does not identify the brand till the end.

Answer 14

E. Using a mystery ad that does not identify the brand til the end

Question 15

In terms of classical conditioning, a conditioned stimulus is something that, by itself, does not generate an automatic response. T/F

Answer 15

True

Question 16

The determination of one’s status is based on the Social Comparison Theory, which states that

Answer 16

individuals compare their own possessions against those of other to determine their relative social standing

Question 17

When the consumer effort is low, attitudes are sometimes formed based on affective or emotional reactions to messages. Such low effort affective processes may be due to any or all of the following EXCEPT

a. mere exposure effect
b. classical conditioning
c. frequency heuristic
d. mood
e. attitude towards the ad

Answer 17

Frequency heuristic

Question 18

Chuck is shopping for toothpaste. He sees the private label brand for $1.29 and the national brand for $2.99. He believes that the $2.99 brand is of better quality because he makes inferential associations about quality based on price. In terms of how marketers influence consumers’ cognitive attitudes, the pricing of the national brand relates to the source component. T/F

Answer 18

False

Question 19

A campaign for Windsor Canadian whiskey shows a man with his briefcase stuck in a subway door with the caption “Fortunately, every day comes with an evening.” Since everyone has a bad day once in a while, this is an example of ________ in an ad whereby relating the message to ones own experience can help form attitudes.

Answer 19

Self Referencing

Question 20

Repeatedly seeing ads for mouthwash that claim mouthwash can kill cold germs will probably increase this believe. In terms of developing attitudes under low effort, this heuristic is referred to as the truth effect. T/F

Answer 20

True

Question 21

Consumers may infer that a brand of soda is fun and hence develop a positive attitude because it is shown in pictures with individuals who are roller-skating on the boardwalk at the beach This attitude formation is a result of a _________ that is associated with peripheral processing.

Answer 21

Simple Inference

Question 22

The goal of transformational advertising is to:

Answer 22

associate the product usage experience with unique psychological characteristics

Question 23

The speaker in a financial instruments sales seminar asks her audience “Do you want to be financially independent by the age of 50?” In terms of cognitive attitude development under low effort, this is best thought of as an example of using ______ to help develop attitudes.

Answer 23

Self-Referencing

Question 24

In terms of classical conditioning the offering that a marketer is trying to create an attitude toward is the conditioned stimulus. T/F

Answer 24

True

Question 25

According to the mere exposure effect humans tend to

Answer 25

prefer the familiar to the unfamiliar