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Which of the following is a strategy for altering the cognitive component of a
consumer's attitude?
A. change beliefs
B. shift importance
C. add beliefs
D. change ideal
E. all of the above
_____ consists of trustworthiness and expertise.
A. A two-sided message
B. The two routes to persuasion
C. Message appeal
D. Source credibility
E. Message structure
Which type of memory is viewed as an unlimited, permanent storage that can store
numerous types of information such as concepts, decision rules, processes, affective
(emotional) states, and so forth?
A. short-term memory
B. long-term memory
C. primary memory
D. secondary memory
E. episodic memory
Which motives emphasize development?
A. cognitive
B. affective
C. preservation-oriented
D. growth
E. advancement
Which of the following is a conclusion reached regarding childhood obesity?
A. Food advertising has not been found to influence children's food choices.
B. The FTC has determined that the food industry plays a part in the problem and must
play a part in the solution.
C. Over the decades that childhood obesity has increased, so too has the amount of
advertising.
D. Marketers are doing nothing to curb this problem.
E. all of the above
Which of the following statements is FALSE regarding schemas?
A. A schema is also known as a knowledge structure.
B. Concepts, events, and feelings are stored in nodes within memory.
C. Associative links vary in terms of how strongly and how directly they are associated
with a node.
D. Once an associative link is formed, it is permanent.
E. Marketers expend substantial effort to influence the schema consumers have for their
brands.
Which of the following statements is true regarding stimulus position and attention with
respect to advertising?
A. Position effects in advertising are the same regardless of the medium used.
B. Ads on the left-hand page receive more attention than those on the right based on
how we peruse magazines and newspapers.
C. For U.S. readers, high-impact zones in print ads and other print documents tend to be
more toward the top and left of the ad.
D. In online contexts, horizontal banners attract more attention than vertical banners.
E. In television, the probability of a commercial being viewed and remembered
increases as it moves from being the first to air during a break to the last to air.
Decisions made by consumers regarding the _____ situation can create significant
social problems as well as opportunities for marketers.
A. disposition
B. purchase
C. communication
D. expanded usage
E. usage
Gay consumers, like heterosexuals, vary in terms of _____.
A. ethnicity
B. geographic region
C. occupations
D. age
E. all of the above
Sensory discrimination is _____.
A. the minimum amount that one brand can differ from another with the difference still
being noticed
B. the maximum amount that one brand can differ from another without it being
perceived as unreasonable by consumers
C. the ability of an individual to distinguish between distinctly different stimuli
D. the ability of an individual to distinguish between similar stimuli
E. the relative importance consumers place on evaluative criteria
Which of the following is NOT a type of cognitive learning?
A. iconic rote
B. vicarious
C. reasoning/analogy
D. operant
E. all of the above are types of cognitive learning
According to Nielsen, product placements on TV work best ________.
A. when the characters praise the features of the brand
B. when an ad for the product appears during the commercial break
C. when there are more female than male viewers
D. a and b
E. all of the above
Extended decision making with the brand in the evoked set requires which marketing
strategy?
A. capture strategy
B. preference strategy
C. intercept strategy
D. maintenance strategy
E. disrupt strategy
John doubts the sincerity of marketers who claim that they will donate to a cause if he
purchases their product. He doesn't believe that they will make a difference because he
thinks that marketers are only concerned with profits and probably only donate a small
portion of their profits to the stated cause. John is best described as belonging to which
group of consumers?
A. Skeptic
B. Balancer
C. Attribution-oriented
D. Socially concerned
E. Apathetic
Tracking consumers' online activity and delivering specific banner ads based on that
activity is known as _____.
A. clickstream
B. blogging
C. spam
D. behavioral targeting
E. electronic targeting
Members of the decision-making unit play which of the following roles?
A. information gatherer
B. key influencer
C. decision maker
D. purchaser
E. all of the above
The American Red Cross participates in fund raising activities all throughout the year.
How would this be classified with respect to general organizational objectives and the
nature of the organizational activity?
A. commercial objective, routine activity
B. governmental objective, routine activity
C. nonprofit objective, routine activity
D. cooperative objective, routine activity
E. nonprofit objective, complex activity
