Quiz 3

Question 1

In terms of types of involvement, hobbyists and collectors showing an ongoing interest in an activity reflect a(n) ________.

a. internal motivation
b. situational involvement
c. cognitive involvement
d. enduring involvement
e. response involvement

Answer 1

Enduring

Question 2

While marketers try hard to affect consumers’ exposure to products and brands, ultimately, consumers control whether the exposure to marketing stimuli occurs or not. That is, consumers actively seek certain stimuli while avoiding others. This refers to:

a. perception.
b. opportunity.
c. selective processing.
d. preattentive processing.
e. selective exposure

Answer 2

Selective Exposure

Question 3

Eating once will not satisfy our hunger forever. Furthermore, after we have eaten a meal, we might have the need, for example, to be with others. In terms of the characteristics of needs, these examples clearly indicate that needs are dynamic. This is

a. true.
b. false.

Answer 3

True

Question 4

In terms of how motivation arises, drive leads to tension
A. True
B. False

Answer 4

False

Question 5

Some cash-strapped city governments allow companies to place ads on public buses, garbage trucks, and even in subway tunnels. Some stores use people in crazy outfits standing on street corners waving their hands and shouting information regarding the store’s merchandise. These are examples indicating some unique ways of making that first contact with the consumer. The above are examples of gaining _________.

a. attention.
b. motivation.
c. salience.
d. exposure.
e. absolute threshold.

Answer 5

Exposure

Question 6

Puzzles attract attention primarily because they are pleasant stimuli. This is

a. true.
b. false.

Answer 6

False

Question 7

Sally is leading a project to put billboards by the side of the highway that would advertise the logo for a soda. She believes that while drivers might not stop to read the information, but the information on the billboard would still make some impact. In terms of attention, this refers to

a. focal attention.
b. involvement.
c. perception.
d. preattentive processing.
e. selective exposure.

Answer 7

Pre-attentive processing

Question 8

In terms of the marketing implications regarding attention, marketers can make a stimulus all (or any) of the following, EXCEPT:

a. personally relevant.
b. lengthy.
c. pleasant.
d. easy to process.
e. surprising.

Answer 8

Lengthy

Question 9

Personal relevance, consistency with needs & goals, risk, and moderate inconsistency with prior attitudes/knowledge are the factors affecting motivation.

a. true.
b. false.

Answer 9

True

Question 10

Internet users employ various kinds of tools to avoid “pop-up” ads. In terms of how we selectively expose ourselves to information, this kind of avoidance is called zapping. This is

a. true.
b. false.

Answer 10

True

Question 11

Attention has the following characteristics – it is selective, it can be divided, and

a. it is dynamic.
b. it is affective.
c. it is cognitive.
d. it is perceptual.
e. it is limited.

Answer 11

It is limited

Question 12

Jeff wants to make sure that he will get an A in the class. To that effect he studies very hard, goes to the library to read additional material in order to understand the concepts better and does everything that will enable him to achieve his goal. On the other hand, Tammi too wants an A in the class. She is very careful in avoiding all distractions and diversions that she feels will foil her goal. In terms of types of goals, Jeff has a _________ and Tammi has a __________orientation.

a. prevention; promotion
b. dynamic; static.
c. promotion; prevention.
d. attentional; perceptual.
e. motivational; opportunistic.

Answer 12

Promotional; prevention

Question 13

With reference to objects of involvement, response involvement occurs when consumers are involved with the medium (say, television, or print). This is

a. true.
b. false.

Answer 13

False

Question 14

We are usually more motivated to process information that is moderately inconsistent with our existing knowledge. On the other hand, we are usually less motivated to process information that is highly inconsistent with our prior knowledge. Such variation in motivational level for information processing probably results from

a. appraisal of emotions.
b. risk.
c. selective exposure.
d. felt involvement.
e. confirmation bias.

Answer 14

Confirmation bias

Question 15

In terms of types of risks affecting motivation, one avoids _____ risk when one does not buy groceries that have passed the expiration date because he/she might be afraid of getting sick from eating spoiled food.

a. time.
b. psychological.
c. performance.
d. physical (or safety).
e. financial.

Answer 15

Physical (or safety)

Question 16

The appraisal dimensions, that influence how we feel subsequent to achieving/not achieving an goal, include normative/moral compatibility, agency, and certainty. This is

a. true.
b. false

Answer 16

True

Question 17

General Motors has used music by Led Zeppelin to reach out to prospective Cadillac buyers. Music, says the head of one of GM’s ad agencies, is “often the best way to generate immediate recognition or elicit strong emotions and feelings.” In terms of the marketing implications regarding attention, the above refers to making the ad

a. easy to process.
b. surprising.
c. pleasant.
d. personally relevant.
e. lengthy.

Answer 17

Pleasant

Question 18

You are looking at different brands of cars and, after evaluating some, you find no difference between a Honda Accord and a Toyota Camry. In terms of perception, such indifference between the two brands probably refers to the concept of

a. distraction.
b. hemispheric lateralization.
c. absolute threshold.
d. selective attention.
e. differential threshold.

Answer 18

Differential threshold

Question 19

Helma needed to find a lawn mower to cut her grass, which was growing rapidly after recent rains. Her need can be best classified as a(n) ________ need.

a. self-actualization
b. social
c. hedonic
d. functional
e. egoistic

Answer 19

Functional

Question 20

Teenagers may experience _________ in deciding whether to smoke cigarettes. Although they may believe that others will think they are cool for smoking (consistent with need for belonging), they also know that smoking is bad for them (incompatible with the need for safety). In terms of characteristics of needs this refers to

a. needs aroused externally.
b. hierarchical ordering of needs.
c. needs aroused internally.
d. dynamic needs.
e. conflicting needs

Answer 20

Conflicting Needs

Question 21

The two hemispheres of our brain specialize in processing different types of information. For instance, the right hemisphere is best at

f. processing ad claims.
g. counting.
h. forming sentences.
i. processing pictures.
j. reading brand names.

Answer 21

Processing pictures

Question 22

From a marketer’s perspective, all of the following can be used to make a stimulus easy to process so as to attract attention, EXCEPT:

a. when amount of competing information is less.
b. using prominent stimulus.
c. using contrast.
d. using concrete stimulus.
e. using rhetorical questions

Answer 22

Using rhetorical questions

Question 23

The appraisal theory dimension of normative/moral compatibility deals with whether an outcome is relevant to what is expected of an individual or what one should do. This is

a. true.
b. false.

Answer 23

True

Question 24

McDonald’s increased the size of its regular hamburger patty by 25% hoping that consumers would notice the change. On the other hand, when Häagen-Dazs reduced the amount of ice cream in its containers by 2 fluid ounces it changed the container sizes in such a way that negative change would go unnoticed. In terms of when individuals perceive a stimulus, these example refer to the marketing implication of

a. differential threshold.
b. attentional perception.
c. absolute threshold.
d. perceptual threshold.
e. attentional threshold.

Answer 24

Differential threshold

Question 25

With print ads, consumers have a lot of control over how many times they view an ad and/or how long they spend processing the message. On the other hand, when consumers are exposed to ads on the TV or radio they have relatively less control in terms of the above activities. Hence, control of information is an important factor that influences consumer’s _________.

a. attention.
b. opportunity.
c. need.
d. ability.
e. none of the above.

Answer 25

Opportunity