Quiz 4

Question 1

In the figure and ground principle under perceptual organization

a. closure is important
b. the ground is subliminal
c. figure-and-ground factors are interpreted the same way
d. relates to when a stimulus is perceived
e. the figure usually refers to the more important information while the ground refers to less important information

Answer 1

The figure usually refers to the more important information while the ground refers to less important information

Question 2

Central-route processing is best described as

a. processing of information cognitively than affectively.
b. processing of information based on the analysis of the main issues in a stimulus.
c. processing of information affectively than cognitively.
d. processing information pre-attentively.
e. processing information based on peripheral issues in a stimulus.

Answer 2

Processing of information based on the analysis of the main issues in a stimulus

Question 3

The TORA model differs from the cognitive response model in three ways – TORA incorporates the concepts of attitude specificity, subjective norms, and

a. evaluations of the outcome of a behavior.
b. match-up effect.
c. intention to buy.
d. beliefs about the outcome of the behavior.
e. motivation to comply with others.

Answer 3

Intention to buy

Question 4

Understanding figure and ground, grouping, and closure is imperative in terms of

a. preattentive perception.
b. how we perceive a stimulus.
c. when we pay attention to a stimulus.
d. hemispheric lateralization.
e. when we perceive a stimulus.

Answer 4

How we perceive a stimulus

Question 5

A peak emotional experience is especially important when marketers are trying to build attitudes based on

a. Cognitive processing of stimulus
b. Preattentive processing
c. TORA
d. Peripheral route processing
e. Affective processing of stimulus

Answer 5

Affective processing of stimulus

Question 6

In terms of the different factors that affect our making sense of a message, _________ reflects the extent to which consumers accurately understand or have learned what is stated in a message.

a. Attentive understanding
b. Objective comprehension
c. Subjective comprehension
d. Associational motivation
e. Motivational attention

Answer 6

Objective comprehension

Question 7

In terms of importance of attitudes, the “connative function” refers to emotions. This is

a. true
b. false

Answer 7

False

Question 8

Both Goodyear and Goodrich advertise at the Super Bowl. Unfortunately, when consumers see the word “Good” on a blimp at the Super Bowl, they automatically think about Goodyear and not Goodrich. In terms of the different factors that affect our making sense of a message, this mistake on the part of the consumer, most probably, refers to __________.

a. retrieval errors
b. encoding errors
c. affective effects
d. misspelling
e. miscomprehension.

Answer 8

Miscomprehension

Question 9

Consumers who generate counterarguments and source derogations will have a strong attitude.

a. true.
b. false.

Answer 9

True

Question 10

In the TORA model, subjective norms include both the motivation to comply and the

a. attitude regarding the belief.
b. source derogations.
c. peak emotional experience.
d. evaluation of the belief.
e. normative beliefs

Answer 10

Normative Beliefs

Question 11

In terms of features of attitudes, resistance refers to

a. how easily evaluations come to one’s mind.
b. how long evaluations last.
c. how difficult/easy it is to change evaluations.
d. how strongly one believes in one’s evaluations.
e. how evaluations affect one’s behavior.

Answer 11

How difficult/easy it is to change evaluations

Question 12

The primary marketing implication of the cognitive response model is that

a. support arguments are more important counter arguments
b. cognitive responses are usually based on high effort
c. consumers form attitudes based on what they know and their evaluation of that knowledge
d. consumers do not blindly follow and accept suggestions made by marketers
e. match-up hypothesis is extremely important

Answer 12

Consumers do not blindly follow and accept suggestions made by marketers

Question 13

Emotional appeals limit the amount of product-related information one can process in a message. This is

a. true.
b. false.

Answer 13

True

Question 14

If you see a cow and a milk pitcher on a label, you may think that the product contains real dairy ingredients. Subsequently you may think that having real diary ingredients makes a product healthier and more expensive. Additionally, you also assume that a healthy and expensive product probably is organic. In terms of the factors that affect our making sense of a message, this refers to subjective comprehension. This is

a. true
b. false

Answer 14

True

Question 15

In terms of importance of attitudes, how attitudes influence our feelings is referred to as the

a. brain function
b. affective function
c. conative function
d. cognitive function
e. neural structure

Answer 15

Affective Function

Question 16

Research has suggested that attractive sources tend to evoke favorable attitudes if they are appropriate for the offering category. This effect has been called the

a. elaboration likelihood effect.
b. match-up hypothesis.
c. drama effect.
d. attractiveness effect.
e. source effect.

Answer 16

Match-up Hypothesis

Question 17

A Christmas holiday ad had its copy read as: ‘_ingle _ells’. In terms of how people perceive a stimulus, this most probably appeals to

a. habituation.
b. hemispheric lateralization.
c. central route processing.
d. closure
e. match-up hypothesis

Answer 17

Closure

Question 18

The following are the characteristics of attitudes, EXCEPT:

a. uniqueness.
b. favorability.
c. resistance.
d. persistence.
e. confidence.

Answer 18

Uniqueness

Question 19

Consumers’ attitudes are formed by different routes to persuasion: ______ and ______ routes.

a. central; peripheral.
b. main; secondary.
c. rational; emotional.
d. central; logical.
e. direct; indirect.

Answer 19

Central ; Peripheral

Question 20

Melissa was emotionally involved in the television advertisement for Delta Airlines. It brought back all sorts of feelings from her childhood experience with her family. In terms of forming attitudes based on emotions, Melissa is experiencing what is (are) best known as _____________ to the ad.

a. primary responses
b. affective responses
c. secondary responses
d. peripheral processing
e. cognitive responses

Answer 20

Affective Responses

Question 21

Two dimensions define attitude – thought /emotion and perception. This is

a. true.
b. false.

Answer 21

False

Question 22

In terms of the different factors that affect our making sense of a message, ___________ reflects meanings generated from a message regardless of whether these meanings were intended by the sender or not.

a. perceptual organization.
b. grouping.
c. attentive understanding.
d. motivational perception.
e. none of the above.

Answer 22

None of the above

Question 23

If you went to a movie last night, you can probably remember your evaluation of the same readily. In terms of the characteristics of attitudes, this refers to the

a. favorability
b. persistance
c. accessibility
d. confidence
e. none of the above

Answer 23

Accessibility

Question 24

Low-context cultures

a. always miscomprehend communication.
b. refer to essentially poorer economies.
c. always comprehend communication accurately.
d. separate the words & meanings of communication from the context in which they appear.
e. are linguistically simple

Answer 24

Separate the words & meanings of communication from the context to which they appear

Question 25

In terms of cognitive formation of attitudes, credibility is important for a communication source to have. On the other hand, for affective formation of attitudes, attractiveness is important for a communication source to have. This is

a. true
b. false

Answer 25

True