Prior knowledge and experience influences the extent to which consumers conduct
external information searches during the decision process. Which group typically will
spend the most time gathering information?
a. Consumers with low levels of expertise
b. Consumers with high levels of expertise
c. Consumers with moderate (medium) levels of expertise
d. Consumers who are in a state of brand chaos
e. All of the above will spend equal amounts of time gathering information.
Which of the following phenomenon is not a consumer consideration set phenomenon
or influence?
a. Regression to the mean effect
b. Part-list cuing effect
c. Attraction effect
d. Compromise effect
e. All of the above are consideration set influences.
______ refers to the desire to pursue an activity or goal for its own sake rather than for
some material reward such as money.
a. Approach motivation
b. Intrinsic motivation
c. Extrinsic motivation
d. Subliminal motivation
e. Avoidance motivation
Which of the following statement is true?
a. Information integration theory is a more specific version of the theory of reasoned
action.
b. The theory of reasoned action uses a weighted average model to estimate a person’s
attitude.
c. For most consumer goods and services beliefs are combined using an additive rule.
d. Information integration theory suggests that “less is better.”
e. With information integration theory, adding attributes guarantees higher overall
attitudes.
Income is an adequate predictor of consumer behavior for high’dollar expenditures that
don’t reflect lifestyle or values.
a. True
b. False
The relationship between prior knowledge and the amount of information search a
consumer will engage in is a positive correlation.
a. True
b. False
A(n) _______is an interactive decision aid that helps consumers to eliminate options by
using information about their personal preferences or about their prior purchase
histories.
a. information agent
b. recommendation agent
c. consumer report
d. comparison matrix
e. None of the above is correct.
Processing speed and the memory of a computer is an example of a:
a. intangible attributes
b. tangible attributes
c. commodities
d. semantic attributes
e. All of the above are correct.
A _______ is an assumption and/or conclusion that goes beyond the given information.
a. subliminal perception
b. inference
c. projection
d. heuristic
e. None of the above is correct.
Motivation influence the direction of behavior through promotion and avoidance.
a. True
b. False
Which of the following is not a way bring a p-o-x triad into balance?
a. Change your attitude
b. Deny a relationship between the elements in the triad
c. Differentiate relationships within the triad
d. Create a new triad that counterbalances the original triad
e. All of the above are correct.
Central University recently initiated a new ad campaign, and the slogan reads, “Central
University- Reach your fullest potential with us.” According to Maslow’s hierarchy of
needs, to what category of needs does the slogan most readily apply?
a. Psychological needs
b. Physiological needs
c. Self-esteem needs
d. Social needs
e. Self-actualization needs
The slogan, “Subway is fresh!” is an example of positioning by core benefit.
a. True
b. False
Define brand interaction product placement and provide an example of one you have
seen in media.
Larry owns a classic Corvette convertible that he likes to take car shows on weekends
and display. When Larry does this, he is engaging in what type of ritnal?
a. Divestment ritnal
b. Social ritnal
c. Exchange ritnal
d. Possession ritnal
e. Grooming ritnal