Quiz 5 Flashcards

1
Q

According to the attitude toward the ad, if the consumer likes the as, she/he is more likely to buy the product/brand shown in the Ad? T/F

A

True

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2
Q

In Classical conditioning an __________ automatically evokes an involuntary response; whereas a ____________ does NOT automatically evoke an involuntary response.

A

Unconditioned Stimulus

Conditioned Stimulus

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3
Q

Being exposed to a messaged repeatedly makes the consumer think that the message must be true.

A

Truth Effect

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4
Q

Tami was in a bad mood after driving home for two hours on the freeway. This is likely to affect her attitudes regarding any subsequent stimuli by:

A

biasing them negatively

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5
Q

Status (determining social class) is made up of wealth, power, and attitude? T/F

A

False

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6
Q

Mystery ads, scratch-and-sniff ads, and interactive ads are examples of ads used by marketers to

A

increase the involvement of consumers

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7
Q

When the consumer effort is low, consumers’ attitudes are based on simple beliefs. One way of forming simple beliefs is by counting the number of reasons/benefits presented in communication about a brand. For instance, one might have a favorable attitude towards a brand since there are four benefits associated with it. This is:

A

Frequency Heuristic

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8
Q

Status is the symbol of one’s rank in the society. T/F

A

True

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9
Q

In terms of the message component while influencing cognitive attitudes, a frozen dinner that is named Healthy Meal may lead people to make inferences that are based on:

A

category and schema-consistent information

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10
Q

A TV ad for Dial soap shows an individual in various situations (like in a car, elevator or crowded restaurant) with other people appearing to be in some discomfort. A voice over says, “Aren’t you glad you used Dial…don’t you wish everyone did?” If Dial soap assumes that consumers use low cognitive effort to evaluate their brand, what message characteristic is probably used in the ad?

A

Self-Referencing

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11
Q

In a mystery ad, the brand is usually revealed at the very beginning of the ad. T/F

A

False

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12
Q

When consumer MAO is low, attitudes are based on superficial analysis of the message. This refers to peripheral route processing in terms of attitude formation and change. T/F

A

True

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13
Q

The mere exposure effect

A

states that familiarity increasing liking

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14
Q

Self-referencing is a way of influencing attitudes under low consumer effort. Marketers can induce self-referencing by all of the following ways EXCEPT:

a. Asking rhetorical questions.
b. Directly instructing consumers to use self-reference.
c. Using the word “you” in the ad.
d. Showing visuals of situations to which consumers can easily relate to.
e. Using a mystery ad that does not identify the brand till the end.

A

E. Using a mystery ad that does not identify the brand til the end

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15
Q

In terms of classical conditioning, a conditioned stimulus is something that, by itself, does not generate an automatic response. T/F

A

True

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16
Q

The determination of one’s status is based on the Social Comparison Theory, which states that

A

individuals compare their own possessions against those of other to determine their relative social standing

17
Q

When the consumer effort is low, attitudes are sometimes formed based on affective or emotional reactions to messages. Such low effort affective processes may be due to any or all of the following EXCEPT

a. mere exposure effect
b. classical conditioning
c. frequency heuristic
d. mood
e. attitude towards the ad

A

Frequency heuristic

18
Q

Chuck is shopping for toothpaste. He sees the private label brand for $1.29 and the national brand for $2.99. He believes that the $2.99 brand is of better quality because he makes inferential associations about quality based on price. In terms of how marketers influence consumers’ cognitive attitudes, the pricing of the national brand relates to the source component. T/F

A

False

19
Q

A campaign for Windsor Canadian whiskey shows a man with his briefcase stuck in a subway door with the caption “Fortunately, every day comes with an evening.” Since everyone has a bad day once in a while, this is an example of ________ in an ad whereby relating the message to ones own experience can help form attitudes.

A

Self Referencing

20
Q

Repeatedly seeing ads for mouthwash that claim mouthwash can kill cold germs will probably increase this believe. In terms of developing attitudes under low effort, this heuristic is referred to as the truth effect. T/F

A

True

21
Q

Consumers may infer that a brand of soda is fun and hence develop a positive attitude because it is shown in pictures with individuals who are roller-skating on the boardwalk at the beach This attitude formation is a result of a _________ that is associated with peripheral processing.

A

Simple Inference

22
Q

The goal of transformational advertising is to:

A

associate the product usage experience with unique psychological characteristics

23
Q

The speaker in a financial instruments sales seminar asks her audience “Do you want to be financially independent by the age of 50?” In terms of cognitive attitude development under low effort, this is best thought of as an example of using ______ to help develop attitudes.

A

Self-Referencing

24
Q

In terms of classical conditioning the offering that a marketer is trying to create an attitude toward is the conditioned stimulus. T/F

A

True

25
Q

According to the mere exposure effect humans tend to

A

prefer the familiar to the unfamiliar