Lecture 2: Explaining how MC Influences Consumers

Question 1

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

Answer 1

True.

Question 2

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

Answer 2

False.

Question 3

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

Answer 3

True.

Question 4

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

Answer 4

False.

Question 5

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

Answer 5

True.

Question 6

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

Answer 6

True.

Question 7

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

Answer 7

False.

Question 8

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

Answer 8

True.

Question 9

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

Answer 9

True.

Question 10

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

Answer 10

True.

Question 11

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

Answer 11

True.

Question 12

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

Answer 12

True.

Question 13

Involvement categorizes consumer decisions (processes) and products.

Answer 13

True.

Question 14

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

Answer 14

True.

Question 15

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

Answer 15

False.

Question 16

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

Answer 16

False.

Question 17

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

Answer 17

True.

Question 18

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

Answer 18

True.

Question 19

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

Answer 19

True.

Question 20

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

Answer 20

True.

Question 21

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

Answer 21

True.

Question 22

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

Answer 22

False.

Question 23

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

Answer 23

True.

Question 24

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

Answer 24

False.

Question 25

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

Answer 25

True.

Question 26

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

Answer 26

True.

Question 27

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

Answer 27

True.

Question 28

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

Answer 28

True.

Question 29

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

Answer 29

True.

Question 30

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

Answer 30

True.

Question 31

Cognitive responses affect attitudes and intentions.

Answer 31

True.

Question 32

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

Answer 32

True.

Question 33

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.

Answer 33

True.

Question 34

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

Answer 34

True.

Question 35

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

Answer 35

True.

Question 36

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

Answer 36

True.

Question 37

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

Answer 37

True.

Question 38

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

Answer 38

True.

Question 39

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

Answer 39

True.

Question 40

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

Answer 40

True.

Question 41

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

Answer 41

True.

Question 42

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

Answer 42

True.

Question 43

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

Answer 43

False.

Question 44

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

Answer 44

False.

Question 45

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

Answer 45

True.

Question 46

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

Answer 46

True.

Question 47

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.

Answer 47

True.

Question 48

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

Answer 48

True.

Question 49

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

Answer 49

False.

Question 50

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.

Answer 50

True.

Question 51

Emotional conditioning can only happen with more than one pairing.

Answer 51

False.

Question 52

Emotional conditioning can happen even with only a single pairing.

Answer 52

True.

Question 53

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

Answer 53

True.

Question 54

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

Answer 54

False.

Question 55

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

Answer 55

True.

Question 56

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

Answer 56

False.

Question 57

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.

Answer 57

False.

Question 58

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.

Answer 58

True.

Question 59

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

Answer 59

True.

Question 60

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

Answer 60

True.

Question 61

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

Answer 61

True.

Question 62

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

Answer 62

False.

Question 63

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

Answer 63

False.

Question 64

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

Answer 64

True.

Question 65

Attitudes are inferred from previous behaviour by self-perception.

Answer 65

True.

Question 66

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

Answer 66

True.

Question 67

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

Answer 67

True.

Question 68

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

Answer 68

True.

Question 69

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

Answer 69

False.

Question 70

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

Answer 70

True.

Question 71

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

Answer 71

False.

Question 72

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

Answer 72

True.

Question 73

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

Answer 73

False.

Question 74

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

Answer 74

True.

Question 75

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

Answer 75

False.

Question 76

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

Answer 76

True.

Question 77

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

Answer 77

False.

Question 78

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

Answer 78

True.

Question 79

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

Answer 79

True.

Question 80

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

Answer 80

True.

Question 81

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

Answer 81

True.

Question 82

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

Answer 82

True.

Question 83

Confusion can be an unintended effect on sale or positioning.

Answer 83

True.

Question 84

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

Answer 84

True.

Question 85

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.

Answer 85

True.

Question 86

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

Answer 86

False.

Question 87

Consumers possess knowledge about persuasion attempts and processes.

Answer 87

True.

Question 88

Knowledge of persuasion can lead to consumers reframing persuasive messages.

Answer 88

True.

Question 89

New techniques of persuasion are rarely not successful.

Answer 89

False.

Question 90

Successful new techniques of persuasion are rare.

Answer 90

True.

Question 91

Persuasion techniques can be easily protected by patent or copyright.

Answer 91

False.

Question 92

Persuasion techniques cannot be easily protected by patent or copyright.

Answer 92

True.

Question 93

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

Answer 93

True.

Question 94

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

Answer 94

True.

Question 95

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

Answer 95

True.