Advertising and Integrated Brand Promotion 7th Edition By OGuinn - Test Bank

Advertising and Integrated Brand Promotion 7th Edition By OGuinn – Test Bank

 

Instant Download – Complete Test Bank With Answers

 

 

Sample Questions Are Posted Below

 

1. When researchers study consumer behavior, they study a process that begins with product evaluation and ends with the perception of a need.
2. a. True
3. False

 

ANSWER:                            False

DIFFICULTY:                      Easy

LEARNING OBJECTIVES:  AIBP.OGUI.15.5-1

NATIONAL STANDARDS:   United States – BUSPROG: Analytic STATE STANDARDS:          United States – Ohio – DISC: Customer KEYWORDS:                       Bloom’s: Knowledge

 

2. The consumption process is based on the sequence of four stages: need recognition, information search and alternative evaluation, purchase, and postpurchase use and evaluation.
3. a. True
4. False

 

ANSWER:                            True

DIFFICULTY:                      Easy

LEARNING OBJECTIVES:  AIBP.OGUI.15.5-1

NATIONAL STANDARDS:   United States – BUSPROG: Analytic STATE STANDARDS:          United States – Ohio – DISC: Customer KEYWORDS:                       Bloom’s: Knowledge

 

3. Advertising has never been able to point out or activate a need state, but it has been able to provide information on how to alleviate the discomfort of an existing unfulfilled need.
4. a. True
5. False

 

ANSWER:                            False DIFFICULTY:                                           Moderate LEARNING OBJECTIVES:  AIBP.OGUI.15.5-1

NATIONAL STANDARDS:   United States – BUSPROG: Analytic STATE STANDARDS:          United States – Ohio – DISC: Promotion KEYWORDS:                       Bloom’s: Comprehension

 

4. An internal search for information is never sufficient and requires an external search for consumers to find what they want.
5. a. True
6. False

 

ANSWER:                            False DIFFICULTY:                                           Moderate LEARNING OBJECTIVES:  AIBP.OGUI.15.5-1

NATIONAL STANDARDS:   United States – BUSPROG: Analytic STATE STANDARDS:          United States – Ohio – DISC: Customer KEYWORDS:                       Bloom’s: Comprehension

 

5. Advertising can influence both internal and external searches. a. True
6. False

 

ANSWER:                            True

DIFFICULTY:                      Easy

LEARNING OBJECTIVES:  AIBP.OGUI.15.5-1

NATIONAL STANDARDS:   United States – BUSPROG: Analytic STATE STANDARDS:          United States – Ohio – DISC: Promotion KEYWORDS:                       Bloom’s: Knowledge

 

6. Evaluative criteria are universal traits or attributes that pertain to all product categories and are used as rating factors when making purchases.
7. a. True
8. False

 

ANSWER:                            False

DIFFICULTY:                      Easy

LEARNING OBJECTIVES:  AIBP.OGUI.15.5-1

NATIONAL STANDARDS:   United States – BUSPROG: Analytic STATE STANDARDS:          United States – Ohio – DISC: Customer KEYWORDS:                       Bloom’s: Knowledge

 

7. Shortly after Juan bought a Ford truck, he began to doubt his purchasing decision and nervously questioned himself on whether the Toyota or Chevy trucks were better deals. He started wondering if he made the right purchase. The process Juan is experiencing is called an internal search.
8. a. True
9. False

 

ANSWER:                            False DIFFICULTY:                                           Challenging LEARNING OBJECTIVES:  AIBP.OGUI.15.5-1

NATIONAL STANDARDS:   United States – BUSPROG: Analytic STATE STANDARDS:          United States – Ohio – DISC: Customer KEYWORDS:                       Bloom’s: Application

 

8. An individual would tend to have higher involvement in a purchase of an item if it is of a lower price. a. True
9. False

 

ANSWER:                            False DIFFICULTY:                                           Moderate LEARNING OBJECTIVES:  AIBP.OGUI.15.5-2

NATIONAL STANDARDS:   United States – BUSPROG: Analytic STATE STANDARDS:          United States – Ohio – DISC: Customer KEYWORDS:                       Bloom’s: Comprehension

 

9. A consumer-brand relationship is the same as that between friends or siblings. a. True
10. False

 

ANSWER:                            False

DIFFICULTY:                      Easy

LEARNING OBJECTIVES:  AIBP.OGUI.15.5-2

NATIONAL STANDARDS:   United States – BUSPROG: Analytic STATE STANDARDS:          United States – Ohio – DISC: Customer KEYWORDS:        Bloom’s: Knowledge

 

10. 10. While purchases based on brand loyalty are merely consumption simplifiers, purchases based on habit are the result of a strong commitment to a
11. a. True
12. False

 

ANSWER:                            False DIFFICULTY:                     Moderate LEARNING OBJECTIVES:  AIBP.OGUI.15.5-2

NATIONAL STANDARDS:   United States – BUSPROG: Analytic STATE STANDARDS:          United States – Ohio – DISC: Customer KEYWORDS:        Bloom’s: Comprehension

 

11. 11. Experience and involvement are both low in the extended problem solving decision making a. True
12. False

 

ANSWER:                            False DIFFICULTY:                     Moderate LEARNING OBJECTIVES:  AIBP.OGUI.15.5-2

NATIONAL STANDARDS:   United States – BUSPROG: Analytic STATE STANDARDS:          United States – Ohio – DISC: Customer KEYWORDS:        Bloom’s: Comprehension

 

12. 12. When consumers are inexperienced in a particular consumption setting, yet find the setting highly involving, they are likely to engage in extended problem
13. a. True
14. False

 

ANSWER:                            True

DIFFICULTY:                      Easy

LEARNING OBJECTIVES:  AIBP.OGUI.15.5-2

NATIONAL STANDARDS:   United States – BUSPROG: Analytic STATE STANDARDS:          United States – Ohio – DISC: Customer KEYWORDS:        Bloom’s: Knowledge

 

13. 13. Jerome always buys Coke, and only Coke—not Pepsi or any other cola brand. Consumers like Jerome, who

repeatedly purchase a single brand to fulfill a specific need, are demonstrating brand loyalty. a. True

1. False

 

ANSWER:                            True

DIFFICULTY:                      Easy

LEARNING OBJECTIVES:  AIBP.OGUI.15.5-2

NATIONAL STANDARDS:   United States – BUSPROG: Analytic STATE STANDARDS:          United States – Ohio – DISC: Customer KEYWORDS:                       Bloom’s: Application

 

14. 14. While grocery shopping, Kate picks up the “Krispys” cereal instead of the usual cereal that she buys every

This is an example of variety seeking. a. True

1. False

 

ANSWER:                            True DIFFICULTY:                                           Challenging LEARNING OBJECTIVES:  AIBP.OGUI.15.5-2

NATIONAL STANDARDS:   United States – BUSPROG: Analytic STATE STANDARDS:          United States – Ohio – DISC: Customer KEYWORDS:                       Bloom’s: Application

 

15. 15. When consumers believe their brand to be more popular than it actually is, it is called an accessibility a. True
16. False

 

ANSWER:                            True

DIFFICULTY:                      Easy

LEARNING OBJECTIVES:  AIBP.OGUI.15.5-3

NATIONAL STANDARDS:   United States – BUSPROG: Analytic STATE STANDARDS:          United States – Ohio – DISC: Customer KEYWORDS:                       Bloom’s: Knowledge

 

16. 16. Without customer attention, there is no chance that an advertiser’s message will have its desired
17. a. True
18. False

 

ANSWER:                            True DIFFICULTY:                                           Moderate LEARNING OBJECTIVES:  AIBP.OGUI.15.5-5

NATIONAL STANDARDS:   United States – BUSPROG: Analytic STATE STANDARDS:          United States – Ohio – DISC: Promotion KEYWORDS:                       Bloom’s: Comprehension

 

17. 17. Advertising clutter derives from the context in which ads are a. True
18. False

 

ANSWER:                            True DIFFICULTY:                                           Moderate LEARNING OBJECTIVES:  AIBP.OGUI.15.5-3

NATIONAL STANDARDS:   United States – BUSPROG: Analytic STATE STANDARDS:          United States – Ohio – DISC: Promotion KEYWORDS:                       Bloom’s: Comprehension

 

18. 18. Viewing consumers as social beings allows advertisers to focus on the attitudes they have toward brands, which are much more important than the meanings they associate with
19. a. True
20. False

 

ANSWER:                            False DIFFICULTY:                                           Moderate LEARNING OBJECTIVES:  AIBP.OGUI.15.5-5

NATIONAL STANDARDS:   United States – BUSPROG: Analytic STATE STANDARDS:          United States – Ohio – DISC: Customer KEYWORDS:                       Bloom’s: Comprehension

 

19. 19. Advertisements that are not consistent with the values of people, a society, or a culture are likely to stand out, demand attention, and be remembered and
20. a. True
21. False

 

ANSWER:                            False

DIFFICULTY:                      Easy

LEARNING OBJECTIVES:  AIBP.OGUI.15.5-4

NATIONAL STANDARDS:   United States – BUSPROG: Analytic STATE STANDARDS:          United States – Ohio – DISC: Promotion KEYWORDS:                       Bloom’s: Comprehension

 

20. 20. Although cultures participate in rituals, consumers do not participate in a. True
21. False

 

ANSWER:                            False

DIFFICULTY:                      Easy

LEARNING OBJECTIVES:  AIBP.OGUI.15.5-4

NATIONAL STANDARDS:   United States – BUSPROG: Analytic STATE STANDARDS:          United States – Ohio – DISC: Customer KEYWORDS:                       Bloom’s: Knowledge

 

21. 21. Social class, race, and ethnicity are ways in which members of a culture are classified by systematic inequalities that affect their social standing and is known as
22. a. True
23. False

 

ANSWER:                            True

DIFFICULTY:                      Easy

LEARNING OBJECTIVES:  AIBP.OGUI.15.5-5

NATIONAL STANDARDS:   United States – BUSPROG: Analytic STATE STANDARDS:          United States – Ohio – DISC: Customer KEYWORDS:                       Bloom’s: Knowledge

 

22. 22. In the past, advertisers believed that they could determine the social class of people based on what they

This belief has remained an unchallenged foundation of marketing and promotion. a. True

1. False

 

ANSWER:                            False DIFFICULTY:                     Moderate LEARNING OBJECTIVES:  AIBP.OGUI.15.5-5

NATIONAL STANDARDS:   United States – BUSPROG: Analytic STATE STANDARDS:          United States – Ohio – DISC: Customer KEYWORDS:                       Bloom’s: Comprehension

 

23. 23. When the prices and profit margins of brands become low, they become commodities, sold on a. True
24. False

 

ANSWER:                            True DIFFICULTY:                                           Moderate LEARNING OBJECTIVES:  AIBP.OGUI.15.5-5

NATIONAL STANDARDS:   United States – BUSPROG: Analytic STATE STANDARDS:          United States – Ohio – DISC: Strategy KEYWORDS:                       Bloom’s: Comprehension

 

24. 24. If social class affects consumption through tastes, media preferences remain a. True
25. False

 

ANSWER:                            False

DIFFICULTY:                      Easy

LEARNING OBJECTIVES:  AIBP.OGUI.15.5-5

NATIONAL STANDARDS:   United States – BUSPROG: Analytic STATE STANDARDS:          United States – Ohio – DISC: Customer KEYWORDS:                       Bloom’s: Comprehension

 

25. 25. Consumer preferences and strata have become more dependable than in the a. True
26. False

 

ANSWER:                            False DIFFICULTY:                                           Moderate LEARNING OBJECTIVES:  AIBP.OGUI.15.5-5

NATIONAL STANDARDS:   United States – BUSPROG: Analytic

STATE STANDARDS:          United States – Ohio – DISC: International Perspective

KEYWORDS:                       Bloom’s: Comprehension

 

26. 26. Gender’s impact on consumer behavior is limited to heterosexual men and a. True
27. False

 

ANSWER:                            False DIFFICULTY:                                           Moderate LEARNING OBJECTIVES:  AIBP.OGUI.15.5-5

NATIONAL STANDARDS:   United States – BUSPROG: Analytic STATE STANDARDS:          United States – Ohio – DISC: Customer KEYWORDS:                       Bloom’s: Comprehension

 

27. 27. The meaning of community is limited to the idea of a specific geographic a. True
28. False

 

ANSWER:                            False DIFFICULTY:                                           Moderate LEARNING OBJECTIVES:  AIBP.OGUI.15.5-5

NATIONAL STANDARDS:   United States – BUSPROG: Analytic STATE STANDARDS:          United States – Ohio – DISC: Customer KEYWORDS:                       Bloom’s: Comprehension

 

28. 28. Jamal manages a Chicago Jiffy Lube and Ted manages a Detroit Jiffy Lube. Though they have never met and have only emailed through their franchise network, they experience a sense of connectedness through their common experience called brand
29. a. True
30. False

 

ANSWER:                            False DIFFICULTY:                                           Moderate LEARNING OBJECTIVES:  AIBP.OGUI.15.5-5

NATIONAL STANDARDS:   United States – BUSPROG: Reflective Thinking STATE STANDARDS:                      United States – Ohio – DISC: International Perspective KEYWORDS:                       Bloom’s: Application

 

29. 29. The basic idea of cultural branding is to find some rift in the seams of society and then use it to offer a solution in the form of a branded
30. a. True
31. False

 

ANSWER:                            True DIFFICULTY:                                           Moderate LEARNING OBJECTIVES:  AIBP.OGUI.15.5-5

NATIONAL STANDARDS:   United States – BUSPROG: Analytic STATE STANDARDS:          United States – Ohio – DISC: Promotion KEYWORDS:                       Bloom’s: Comprehension

 

30. 30. The text explores the concept of consumer behavior from two perspectives. These two perspectives are . a. psychological and social
31. formal and informal c. local and global
32. economic and political

 

ANSWER:                            a

DIFFICULTY:                      Easy

LEARNING OBJECTIVES:  AIBP.OGUI.15.5-1

NATIONAL STANDARDS:   United States – BUSPROG: Analytic STATE STANDARDS:          United States – Ohio – DISC: Customer KEYWORDS:                       Bloom’s: Knowledge

 

31. 31. The concepts of need recognition, information search and alternative evaluation, purchase, and postpurchase use and evaluation represent the four stages of the:
32. a. creation of
33. integrated brand promotion process. c. consumer decision-making process. d. cultural branding method.

 

ANSWER:                            c

DIFFICULTY:                      Easy

LEARNING OBJECTIVES:  AIBP.OGUI.15.5-1

NATIONAL STANDARDS:   United States – BUSPROG: Analytic STATE STANDARDS:          United States – Ohio – DISC: Customer KEYWORDS:                       Bloom’s: Knowledge

 

32. 32. A(n) arises when a consumer experiences a mental discomfort or anxiety that motivates a. evoked set
33. need state
34. c. consideration set
35. top-of-mind awareness

 

ANSWER:                            b

DIFFICULTY:                      Easy

LEARNING OBJECTIVES:  AIBP.OGUI.15.5-1

NATIONAL STANDARDS:   United States – BUSPROG: Analytic STATE STANDARDS:          United States – Ohio – DISC: Customer KEYWORDS:                       Bloom’s: Knowledge

 

33. 33. Peyton decides to make herself her morning cup of coffee. However, she realizes that she’s run out of coffee powder which leaves her feeling discontent and craving for coffee. This is an example of .
34. a. a need state
35. cognitive dissonance c. an evoked set
36. stratification

 

ANSWER:                            a DIFFICULTY:                                           Moderate LEARNING OBJECTIVES:  AIBP.OGUI.15.5-1

NATIONAL STANDARDS:   United States – BUSPROG: Reflective Thinking STATE STANDARDS:          United States – Ohio – DISC: Customer KEYWORDS:                       Bloom’s: Application

 

34. 34. can tap into information that has accumulated in one’s memory as a result of repeated advertising a. Involvement
35. Stratification
36. c. An internal search
37. A life-stage variable

 

ANSWER:                            c DIFFICULTY:                                           Moderate LEARNING OBJECTIVES:  AIBP.OGUI.15.5-1

NATIONAL STANDARDS:   United States – BUSPROG: Analytic STATE STANDARDS:          United States – Ohio – DISC: Customer KEYWORDS:                       Bloom’s: Comprehension

 

35. 35. A young man tends to buy things that allow him to experience pleasure, avoid guilt, feel pride, or relieve fear. In doing so, he chooses products based on:
36. a. emotional b. rituals.
37. c. cognitive d. life-stage variables.

 

ANSWER:                            a DIFFICULTY:                                           Challenging LEARNING OBJECTIVES:  AIBP.OGUI.15.5-1

NATIONAL STANDARDS:   United States – BUSPROG: Analytic STATE STANDARDS:          United States – Ohio – DISC: Customer KEYWORDS:                       Bloom’s: Application

 

36. 36. Once consumers decide that they need something, what is the first step they take as they begin to think about a product purchase?
37. a. Use an external search
38. Conduct an internal search for information. c. Use an alternative evaluation process.
39. Determine the degree of cognitive dissonance.

 

ANSWER:                            b DIFFICULTY:                                           Moderate LEARNING OBJECTIVES:  AIBP.OGUI.15.5-1

NATIONAL STANDARDS:   United States – BUSPROG: Analytic STATE STANDARDS:          United States – Ohio – DISC: Customer KEYWORDS:                       Bloom’s: Comprehension

 

37. 37. The set of brands that comes to mind when a category is mentioned is referred to as . a. an external search
38. conversion
39. c. cognitive dissonance an evoked set

 

ANSWER:                            d DIFFICULTY:                                           Moderate LEARNING OBJECTIVES:  AIBP.OGUI.15.5-1

NATIONAL STANDARDS:   United States – BUSPROG: Analytic STATE STANDARDS:          United States – Ohio – DISC: Customer KEYWORDS:                       Bloom’s: Knowledge

 

38. 38. A new neighbor moves into the neighborhood and asks George, a person living next-door, where he could find good take-out food. Three places immediately come to George’s mind, and he suggests them to his new George’s suggestions of good take-out food is an example of a(n):
39. a. external b. need state.
40. c. evoked
41. stratification.

 

ANSWER:                            c DIFFICULTY:                                           Challenging LEARNING OBJECTIVES:  AIBP.OGUI.15.5-1

NATIONAL STANDARDS:   United States – BUSPROG: Reflective Thinking STATE STANDARDS:          United States – Ohio – DISC: Customer KEYWORDS:                       Bloom’s: Application

 

39. 39. A magazine advertisement for a home entertainment system contains detailed copy, technical information, and a long list of product design features. In general, this ad would be most appropriate for someone who is:
40. a. conducting an external
41. easily influenced by subliminal advertising. c. experiencing advertising clutter.
42. trying to fulfill a basic need.

 

ANSWER:                            a DIFFICULTY:                                           Challenging LEARNING OBJECTIVES:  AIBP.OGUI.15.5-1

NATIONAL STANDARDS:   United States – BUSPROG: Reflective Thinking STATE STANDARDS:          United States – Ohio – DISC: Customer KEYWORDS:                       Bloom’s: Application

 

40. 40. Which of the following statements would be made by someone experiencing cognitive dissonance?
41. a. “I sure need a new lawn mower, but I’m too lazy to find out what’s out ”
42. “I’d like to buy one of those new Toro lawn mowers, but they’re kind of expensive.”
43. c. “I hear the new Toro lawn mowers are one of the best in the market, but my neighbor says his is hard to ”
44. “I’ve bought a Toro lawn mower, but I now realize the new John Deere might have been a better choice.”

 

ANSWER:                            d DIFFICULTY:                                           Challenging LEARNING OBJECTIVES:  AIBP.OGUI.15.5-1

NATIONAL STANDARDS:   United States – BUSPROG: Reflective Thinking STATE STANDARDS:          United States – Ohio – DISC: Customer KEYWORDS:                       Bloom’s: Application

 

41. 41. The concept of cognitive dissonance is more commonly referred to as:
42. a. advertising b. buyer’s remorse. c. variety seeking.
43. a need state.

 

ANSWER:                            b

DIFFICULTY:                      Easy

LEARNING OBJECTIVES:  AIBP.OGUI.15.5-1

NATIONAL STANDARDS:   United States – BUSPROG: Analytic STATE STANDARDS:                      United States – Ohio – DISC: Customer KEYWORDS:                       Bloom’s: Knowledge

 

42. 42. The idea of involvement in the context of consumer decision making refers to how:
43. a. a person will use a product or
44. much importance accompanies the choice of a product.
45. c. an individual’s past experience with a product makes the person more aware about d. the consumer first heard about a product or brand.

 

ANSWER:                            b DIFFICULTY:                                           Moderate LEARNING OBJECTIVES:  AIBP.OGUI.15.5-2

NATIONAL STANDARDS:   United States – BUSPROG: Analytic STATE STANDARDS:                      United States – Ohio – DISC: Customer KEYWORDS:                       Bloom’s: Comprehension

 

43. 43. A person is most likely to have a high degree of involvement while buying:
44. a. laundry b. a notepad.
45. c. paper d. a car.

 

ANSWER:                            d DIFFICULTY:                                           Moderate LEARNING OBJECTIVES:  AIBP.OGUI.15.5-2

NATIONAL STANDARDS:   United States – BUSPROG: Analytic STATE STANDARDS:                      United States – Ohio – DISC: Customer KEYWORDS:                       Bloom’s: Comprehension

 

44. 44. Rita needs to buy a tent, sleeping bag, and hiking boots for a two-week camping trip in the mountains. She has never bought camping equipment before and assesses what other equipment she may require during her trip. She also asks her friends, who have gone camping before, what equipment she should buy. Once she has purchased all the camping gear, she evaluates whether she made the right purchases. In this situation, Rita is engaging in:
45. a. extended problem b. top of mind awareness.
46. c.
47. variety seeking.

 

ANSWER:                            a DIFFICULTY:                                           Challenging LEARNING OBJECTIVES:  AIBP.OGUI.15.5-2

NATIONAL STANDARDS:   United States – BUSPROG: Reflective Thinking STATE STANDARDS:          United States – Ohio – DISC: Customer KEYWORDS:                       Bloom’s: Application

 

45. 45. Which of the following modes of consumer decision making involves low involvement and low experience?
46. a. Limited problem solving Habit or variety seeking
47. c. Extended problem solving Brand loyalty

 

ANSWER:                            a

DIFFICULTY:                      Easy

LEARNING OBJECTIVES:  AIBP.OGUI.15.5-2

NATIONAL STANDARDS:   United States – BUSPROG: Analytic STATE STANDARDS:          United States – Ohio – DISC: Customer KEYWORDS:                       Bloom’s: Comprehension

 

46. 46. A young mother consistently buys Oreos for a special treat, which her kids love. However, every now and then, she buys Salerno Butter Cookies or Keebler Animal Crackers, for a change in taste. Which mode of consumer decision making does this demonstrate?
47. a. Clutter
48. Variety seeking
49. c. Cognitive dissonance Stratification

 

ANSWER:                            b DIFFICULTY:                                           Challenging LEARNING OBJECTIVES:  AIBP.OGUI.15.5-2

NATIONAL STANDARDS:   United States – BUSPROG: Reflective Thinking STATE STANDARDS:          United States – Ohio – DISC: Customer KEYWORDS:                       Bloom’s: Application

 

47. 47. Which of the following is a difference between brand loyalty and a habit?
48. a. Habit involves low involvement, whereas brand loyalty involves high
49. Brand loyalty is not based on emotional connections, whereas habit is based on emotional connections.
50. c. Brand loyalty can be easily disrupted with skillful advertisement, whereas habit cannot be disrupted with
51. Unlike brand loyalty, habit is based on a conscious commitment to find the brand each time the consumer purchases from the category.

 

ANSWER:                            a DIFFICULTY:                                           Moderate LEARNING OBJECTIVES:  AIBP.OGUI.15.5-2

NATIONAL STANDARDS:   United States – BUSPROG: Analytic STATE STANDARDS:          United States – Ohio – DISC: Product KEYWORDS:                        Bloom’s: Comprehension

 

48. 48. Which of the following serves as a solution to a simple consumption problem and occurs in settings where a

decision isn’t involving?

1. a. Extended problem solving Habit
2. c. Conversion
3. Brand loyalty

 

ANSWER:                            b DIFFICULTY:                                           Moderate LEARNING OBJECTIVES:  AIBP.OGUI.15.5-2

NATIONAL STANDARDS:   United States – BUSPROG: Analytic

STATE STANDARDS:          United States – Ohio – DISC: Customer

KEYWORDS:                       Bloom’s: Comprehension

 

 

49.

refers to misrepresenting information in a positive way to favor a particular brand with which a consumer has an emotional connection.

1. a. A need state
2. Cognitive dissonance
3. c. Predecisional distortion Stratification

 

ANSWER:                            c DIFFICULTY:                                           Moderate LEARNING OBJECTIVES:  AIBP.OGUI.15.5-2

NATIONAL STANDARDS:   United States – BUSPROG: Analytic STATE STANDARDS:                      United States – Ohio – DISC: Customer KEYWORDS:                       Bloom’s: Comprehension

 

50.

memory is very important where advertising is concerned and is the kind of memory through which names, words, and concepts are retrieved from people’s minds.

1. a. Iconic
2. Episodic
3. c. Emotional Semantic

 

ANSWER:                            d DIFFICULTY:                                           Moderate LEARNING OBJECTIVES:  AIBP.OGUI.15.5-3

NATIONAL STANDARDS:   United States – BUSPROG: Analytic

STATE STANDARDS:          United States – Ohio – DISC: Customer

KEYWORDS:                       Bloom’s: Knowledge

 

 

51. 51. A survey was conducted by Spotless, a dishwashing liquid manufacturer, at a department store. During the survey, the store manager asked customers which dishwashing liquid they utilized, to which most of them immediately replied, “Spotless.” When asked why, the customers stated that they felt it was used by everyone and was the most popular. Based on the given scenario, it can be said that Spotless has .
52. a. low brand loyalty high involvement
53. c. an accessibility bonus
54. a low economy of scale

 

ANSWER:                            c DIFFICULTY:                                           Moderate LEARNING OBJECTIVES:  AIBP.OGUI.15.5-3

NATIONAL STANDARDS:   United States – BUSPROG: Analytic STATE STANDARDS:          United States – Ohio – DISC: Customer KEYWORDS:                       Bloom’s: Application

 

52. 52. Which of the following is a similarity between habit and variety seeking?
53. a. They refer to the tendency of consumers to continue using a brand for many b. They both involve a high degree of brand loyalty.
54. c. They involve a high degree of emotional connection to a d. They occur in settings where a decision isn’t involving.

 

ANSWER:                            d DIFFICULTY:                                           Moderate LEARNING OBJECTIVES:  AIBP.OGUI.15.5-2

NATIONAL STANDARDS:   United States – BUSPROG: Analytic STATE STANDARDS:          United States – Ohio – DISC: Customer KEYWORDS:                       Bloom’s: Comprehension

 

53. 53. Ethan owns a Redwood Bicycle, a brand of high-tech bicycles known the world over. He is admired among his friends at the university for owning a Redwood Bicycle. This scenario demonstrates the concept of .
54. a. an internal search conversion
55. c. cultural capital variety seeking

 

ANSWER:                            c DIFFICULTY:                                           Moderate LEARNING OBJECTIVES:  AIBP.OGUI.15.5-5

NATIONAL STANDARDS:   United States – BUSPROG: Reflective Thinking STATE STANDARDS:          United States – Ohio – DISC: Marketing Plan KEYWORDS:                       Bloom’s: Application

 

54. 54. Manuel wants to buy a Sony PlayStation because his friends have several versions of this technology and he has enjoyed playing games with them. However, he is distracted by the ads for other games and is not sure which product to purchase. In this scenario, Manuel is encountering:
55. a. cognitive
56. a high degree of brand loyalty. c. advertising clutter.
57. predecisional distortion

 

ANSWER:                            c DIFFICULTY:                                           Moderate LEARNING OBJECTIVES:  AIBP.OGUI.15.5-3

NATIONAL STANDARDS:   United States – BUSPROG: Reflective Thinking: Re – BUSPROG: Reflective

Thinking

STATE STANDARDS:          United States – Ohio – DISC: Customer

KEYWORDS:                       Bloom’s: Application

 

55. 55. An elderly woman has always been happy with Ivory soap and does not believe in trying out another brand. In such a scenario, what type of an obstacle would a new brand experience in order to reach her and be effective?
56. a. A consumer who is not exposed to massive volumes of ads A consumer who seeks variety
57. c. A consumer who is resistant to changing rituals A consumer who misinterprets messages

 

ANSWER:                            c DIFFICULTY:                                           Challenging LEARNING OBJECTIVES:  AIBP.OGUI.15.5-4

NATIONAL STANDARDS:   United States – BUSPROG: Analytic STATE STANDARDS:          United States – Ohio – DISC: Customer KEYWORDS:                       Bloom’s: Application

 

56. 56. While waiting for his wife to get ready to go out, Marcus picks up one of her interior design magazines and skims through the pages. Six ads in the magazine are for flooring and carpeting, but he and his wife don’t need new flooring or carpeting, and he barely glances at these ads. This is an example of:
57. a.
58. limited problem solving. c. cognitive dissonance.
59. selective attention.

 

ANSWER:                            d DIFFICULTY:                                           Challenging LEARNING OBJECTIVES:  AIBP.OGUI.15.5-3

NATIONAL STANDARDS:   United States – BUSPROG: Reflective Thinking: Re – BUSPROG: Reflective

Thinking

STATE STANDARDS:          United States – Ohio – DISC: Customer

KEYWORDS:                       Bloom’s: Application

 

57. 57. Which of the following is true about branding and advertising based on social and cultural factors?
58. a. Consumer behavior lacks the ability to be meaningfully
59. Advertisements are purely socially isolated attempts to attitude manipulation. c. Consumers are merely information processors.
60. Advertisers have meaning as a primary focus.

 

ANSWER:                            d DIFFICULTY:                                           Moderate LEARNING OBJECTIVES:  AIBP.OGUI.15.5-3

NATIONAL STANDARDS:   United States – BUSPROG: Analytic STATE STANDARDS:          United States – Ohio – DISC: Promotion KEYWORDS:                       Bloom’s: Comprehension

 

58. 58. Which of the following best describes the social meaning approach?
59. a. It focuses on using beliefs and rituals to subconsciously manipulate people into buying something they don’t
60. It centers around viewing consumers solely as information processors.
61. c. It involves knowing how to connect with human beings with reference to their consumption
62. It refers to connecting with people by using ads as mere socially isolated attempts to influence their attitudes.

 

ANSWER:                            c DIFFICULTY:                                           Moderate LEARNING OBJECTIVES:  AIBP.OGUI.15.5-3

NATIONAL STANDARDS:   United States – BUSPROG: Analytic STATE STANDARDS:          United States – Ohio – DISC: Customer KEYWORDS:                       Bloom’s: Comprehension

 

59. 59. In the world of advertising, culture is seen as:
60. a. people’s rules and
61. the way things are done.
62. c. a sense of morality in d. the spiritual beliefs of people.

 

ANSWER:                            b

DIFFICULTY:                      Easy

LEARNING OBJECTIVES:  AIBP.OGUI.15.5-4

NATIONAL STANDARDS:   United States – BUSPROG: Diversity STATE STANDARDS:          United States – Ohio – DISC: Customer KEYWORDS:                       Bloom’s: Knowledge

 

60. 60. Which of the following is true of culture?
61. a. It is easier to observe culture when it’s more
62. It is purely national or global.
63. c. It is most visible to those who are immersed in d. It is always geographic.

 

ANSWER:                            a DIFFICULTY:                                           Moderate LEARNING OBJECTIVES:  AIBP.OGUI.15.5-4

NATIONAL STANDARDS:   United States – BUSPROG: Diversity

STATE STANDARDS:          United States – Ohio – DISC: Marketing Plan

KEYWORDS:                       Bloom’s: Comprehension

 

61. 61. A commercial for hot dogs says that it’s not the Fourth of July unless there is a cookout, and it’s not a cookout

unless there is a grill full of hot dogs. This ad attempts to tie the product to a:

1. a. social
2. purchasing habit. c. cultural ritual.
3. social class.

 

ANSWER:                            c DIFFICULTY:                                           Challenging LEARNING OBJECTIVES:  AIBP.OGUI.15.5-4

NATIONAL STANDARDS:   United States – BUSPROG: Diversity STATE STANDARDS:          United States – Ohio – DISC: Promotion KEYWORDS:                       Bloom’s: Application

 

62. 62. A person’s standing in an American society is often based on social stratification, which reflects the systematic

inequalities within that society regarding:

1. a. caste and
2. cultural engagement and emotional intelligence. c. wealth, power, education, and status.
3. religious beliefs, morals, and values.

 

ANSWER:                            c

DIFFICULTY:                      Easy

LEARNING OBJECTIVES:  AIBP.OGUI.15.5-5

NATIONAL STANDARDS:   United States – BUSPROG: Diversity

STATE STANDARDS:          United States – Ohio – DISC: Marketing Plan

KEYWORDS:                       Bloom’s: Knowledge

 

63. 63. Which of the following is stratification based on?
64. a. Political beliefs
65. Emotional intelligence c. Religious beliefs
66. Income

 

ANSWER:                            d

DIFFICULTY:                      Easy

LEARNING OBJECTIVES:  AIBP.OGUI.15.5-5

NATIONAL STANDARDS:   United States – BUSPROG: Diversity

STATE STANDARDS:          United States – Ohio – DISC: Marketing Plan

KEYWORDS:                       Bloom’s: Knowledge

 

64. 64. One of the main reasons why social class may not be completely reliable in predicting the preferences and tastes of

Americans is that:

1. a. it has little to do with
2. it has a hierarchical structure and involves assigned membership.
3. c. many people with a huge range of income call themselves “middle ” d. is static, unchanging, and permanent.

 

ANSWER:                            c DIFFICULTY:                                           Moderate LEARNING OBJECTIVES:  AIBP.OGUI.15.5-5

NATIONAL STANDARDS:   United States – BUSPROG: Diversity STATE STANDARDS:          United States – Ohio – DISC: Customer KEYWORDS:                       Bloom’s: Comprehension

 

65. 65. Related to the way a consumer’s culture shapes his or her tastes and preferences is the concept of cultural

This refers to the:

1. a. value that a culture places on certain consumption practices and b. particular pattern of consumption that depends on fiscal stability.
2. c. financial investment needed to create a d. monetary value of a brand in a particular area.

 

ANSWER:                            a DIFFICULTY:                                           Moderate LEARNING OBJECTIVES:  AIBP.OGUI.15.5-5

NATIONAL STANDARDS:   United States – BUSPROG: Analytic

STATE STANDARDS:          United States – Ohio – DISC: Marketing Plan

KEYWORDS:                       Bloom’s: Comprehension

 

66. 66. A designer handbag, used by a celebrity, would have . a. high cultural capital
67. high social capital
68. c. low inelasticity of demand low economies of scale

 

ANSWER:                            a DIFFICULTY:                                           Moderate LEARNING OBJECTIVES:  AIBP.OGUI.15.5-5

NATIONAL STANDARDS:   United States – BUSPROG: Analytic STATE STANDARDS:          United States – Ohio – DISC: Product KEYWORDS:                        Bloom’s: Application

 

67. 67. Advertisers track the youngest child living at home because when the child leaves home, the consumption patterns of the family changes. This planning criterion is known as .
68. a. cultural capital
69. a life-stage variable c. stratification
70. accessibility bonus

 

ANSWER:                            b DIFFICULTY:                                           Moderate LEARNING OBJECTIVES:  AIBP.OGUI.15.5-5

NATIONAL STANDARDS:   United States – BUSPROG: Analytic STATE STANDARDS:          United States – Ohio – DISC: Strategy KEYWORDS:                       Bloom’s: Comprehension

 

68. 68. Identity is a sociological concept and it matters a great deal to advertisers. The current thinking is that the presence of celebrities in ads help contemporary consumers:
69. a. minimize buying
70. legitimize the symbolic value of consumption. c. work out their identity issues.
71. reject conspicuous consumption behaviors.

 

ANSWER:                            c DIFFICULTY:                                           Moderate LEARNING OBJECTIVES:  AIBP.OGUI.15.5-5

NATIONAL STANDARDS:   United States – BUSPROG: Analytic STATE STANDARDS:          United States – Ohio – DISC: Customer KEYWORDS:                       Bloom’s: Comprehension

 

69. 69. Which of the following has been found regarding advertising and gender?
70. a. Advertisers have been reluctant to communicate to men and women in different
71. Advertisers have no definitive list of gender differences as the expression of gender depends on situational factors.
72. c. Advertisers often find gender issues overly sensitive and tend to avoid
73. There are no differences between men and women if they are the products of differential socialization.

 

ANSWER:                            b DIFFICULTY:                                           Moderate LEARNING OBJECTIVES:  AIBP.OGUI.15.5-5

NATIONAL STANDARDS:   United States – BUSPROG: Analytic

STATE STANDARDS:          United States – Ohio – DISC: Customer

KEYWORDS:                       Bloom’s: Comprehension

 

 

70.

are groups of consumers who feel a commonality and a shared purpose attached to a consumer good or service.

1. a. Brand ambassadors Trend setters
2. c. Trade channels
3. Brand communities

 

ANSWER:                            d

DIFFICULTY:                     Easy

LEARNING OBJECTIVES:  AIBP.OGUI.15.5-5

NATIONAL STANDARDS:   United States – BUSPROG: Analytic STATE STANDARDS:                      United States – Ohio – DISC: Customer KEYWORDS:                       Bloom’s: Knowledge

 

71. 71. Advertisements—like books, movies, posters, and paintings—can act as sociocultural “texts” that are read and

interpreted by consumers. In this case, advertising:

1. a. is an entity separate from mass
2. relies largely on words rather than images. c. helps to transmit meaning within a culture. d. lacks giving products a social meaning.

 

ANSWER:                            c DIFFICULTY:                                           Moderate LEARNING OBJECTIVES:  AIBP.OGUI.15.5-5

NATIONAL STANDARDS:   United States – BUSPROG: Reflective Thinking STATE STANDARDS:          United States – Ohio – DISC: Promotion KEYWORDS:                       Bloom’s: Comprehension

 

72. 72. Effective ads turn mere products into actual brands by:
73. a. giving them cultural
74. keeping prices lower than those of competitors. c. offering discounts and sales.
75. repeating the message in more than one medium.

 

ANSWER:                            a DIFFICULTY:                                           Moderate LEARNING OBJECTIVES:  AIBP.OGUI.15.5-5

NATIONAL STANDARDS:   United States – BUSPROG: Diversity

STATE STANDARDS:          United States – Ohio – DISC: International Perspective

KEYWORDS:                       Bloom’s: Comprehension

 

73. 73. Ads become part of our everyday landscape, language, and reality as a result of many people:
74. a. being subjected to advertising clutter resulting from taglines, slogans, and b. being highly involved in purchasing decisions.
75. c. picking up and adopting their phrases, ideas, slogans, and d. buying only certain, selective products based on trust and loyalty.

 

ANSWER:                            c DIFFICULTY:                                           Moderate LEARNING OBJECTIVES:  AIBP.OGUI.15.5-5

NATIONAL STANDARDS:   United States – BUSPROG: Analytic STATE STANDARDS:                      United States – Ohio – DISC: Promotion KEYWORDS:                       Bloom’s: Comprehension

 

74. 74. Which of the following demonstrates the way we pick up phrases or slogans from advertisements and commercials, then make them part of our everyday conversation, and ultimately part of our popular culture?
75. a. “Make my ” b. “How are you?” c. “Yes we can.”
76. “Just do it.”

 

ANSWER:                            d DIFFICULTY:                                           Moderate LEARNING OBJECTIVES:  AIBP.OGUI.15.5-5

NATIONAL STANDARDS:   United States – BUSPROG: Reflective Thinking: Re – BUSPROG: Reflective

Thinking

STATE STANDARDS:          United States – Ohio – DISC: Promotion

KEYWORDS:                       Bloom’s: Application

 

Scenario 5-1

As clothing and accessories retailer Gap, Inc. attempted to carry its brand to greater heights, executives felt that a great way to refresh the company’s logo would be to change it all together. However, perhaps even quicker than the initial decision to change the logo, the masses reacted so negatively to the change that the company went back on its decision. A number of consumers stated that the new logo looked “cheap, like a crummy PowerPoint presentation,” and that was all company executives needed to hear. Gap admitted that the idea of changing the company’s logo was probably not the right move nor was it the right time to do so. The company will look for other ways to develop the brand. Clearly, Gap’s reaction to consumer sentiments serves as proof that the company cares a great deal about consumer thoughts and opinions.

(Iko Han, “Gap’s New Logo Proves the Company Knows How to Listen.” Cornerline News, October 13, 2010.)

75. 75. (Scenario 5-1) Gap’s logo had been extremely popular, and most of its customers recognized and used their products for years. This is an example of .
76. a. brand loyalty
77. variety seeking
78. c. advertising clutter
79. cognitive dissonance

 

ANSWER:                            a DIFFICULTY:                                           Challenging LEARNING OBJECTIVES:  AIBP.OGUI.15.5-2

NATIONAL STANDARDS:   United States – BUSPROG: Reflective Thinking STATE STANDARDS:          United States – Ohio – DISC: Customer KEYWORDS:                       Bloom’s: Application

 

76. 76. (Scenario 5­1) Gap’s loyal customers generally believed the company’s products are high­end and

Judging by the initial responses, consumers felt Gap’s new logo represented lower­end products, and would,

therefore, appeal to a lower social class. This concept of differing social levels is called:

1. a. cognitive b. advertising clutter.
2. c.
3. cultural capital.

 

ANSWER:                            c DIFFICULTY:                                           Challenging LEARNING OBJECTIVES:  AIBP.OGUI.15.5-4

NATIONAL STANDARDS:   United States – BUSPROG: Reflective Thinking STATE STANDARDS:          United States – Ohio – DISC: Customer KEYWORDS:                       Bloom’s: Application

 

77. 77. (Scenario 5-1) Facebook played an important role in Gap reversing its decision to change the company

Thousands of users posted status updates expressing their distaste for the new logo, and company executives could not overlook the opinions of their customers. In this situation, Gap had a strong:

1. a. need
2. brand community. c. internal search.
3. reaction to advertising clutter.

 

ANSWER:                            b DIFFICULTY:                                           Moderate LEARNING OBJECTIVES:  AIBP.OGUI.15.5-5

NATIONAL STANDARDS:   United States – BUSPROG: Reflective Thinking STATE STANDARDS:          United States – Ohio – DISC: Customer KEYWORDS:                       Bloom’s: Application

 

Scenario 5-2

Since its introduction to the market in 2007, Apple Inc.’s iPhone dominated other smartphones in terms of units activated per year. However, several years later, Apple faced stiff competition from Google’s Android software and Research in Motion, the maker of the Blackberry. The problem for Apple is that its competition, primarily phones powered by Android operating systems, largely outnumber the iPhone in terms of available options. In the U.S. alone, there are over twenty smartphones that run on the Android operating system, compared to Apple’s one iPhone. Americans are now buying more Android phones than iPhones. Experts claim that if the trend continues,

Android will have erased the iPhone’s once enormous lead in the high-end smartphone market in a little over a year. Now more than ever, Apple, which insists on tight control of its devices, must find a way to win in an intensely competitive market against rivals that are openly licensing their software to scores of companies.

78. 78. (Scenario 5-2) Originally, one reason that the iPhone outsold other smartphones was the feeling of pride many consumers associated with owning one. This represents:
79. a. an emotional b. a functional benefit. c. a need state.
80. cognitive dissonance.

 

ANSWER:                            a DIFFICULTY:                                           Moderate LEARNING OBJECTIVES:  AIBP.OGUI.15.5-1

NATIONAL STANDARDS:   United States – BUSPROG: Reflective Thinking STATE STANDARDS:          United States – Ohio – DISC: Customer KEYWORDS:                       Bloom’s: Application

 

79. 79. (Scenario 5-2) While deciding on what brand of cell phone he should buy, Mark, a university student, asks his friend for suggestions on different models of cell phones. His friend immediately says that the iphone and Blackberry are good options. This is an example of .
80. a. a need state stratification
81. c. an evoked set
82. cognitive dissonance

 

ANSWER:                            c DIFFICULTY:                                           Challenging LEARNING OBJECTIVES:  AIBP.OGUI.15.5-1

NATIONAL STANDARDS:   United States – BUSPROG: Reflective Thinking STATE STANDARDS:          United States – Ohio – DISC: Customer KEYWORDS:                       Bloom’s: Application

 

80. 80. (Scenario 5-2) While searching for a phone with bluetooth and Wi-Fi features, Kate finds seven different advertisements stating that their phones have the best bluetooth and Wi-Fi features when compared to others. Kate is now confused about which brand to choose. This is an example of .
81. a. advertising clutter
82. cognitive dissonance
83. c. predecisional distortion life-stage variables

 

ANSWER:                            a DIFFICULTY:                                           Challenging LEARNING OBJECTIVES:  AIBP.OGUI.15.5-3

NATIONAL STANDARDS:   United States – BUSPROG: Reflective Thinking STATE STANDARDS:          United States – Ohio – DISC: Customer KEYWORDS:                       Bloom’s: Application

 

81. 81. (Scenario 5-2) After purchasing a cell phone, Melody states that she should have purchased an iphone rather than the one she purchased because the iphone is more popular and elegant. This is an example of .
82. a. predecisional distortion life-stage variables
83. c. cognitive dissonance a need state

 

ANSWER:                            c DIFFICULTY:                                           Challenging LEARNING OBJECTIVES:  AIBP.OGUI.15.5-1

NATIONAL STANDARDS:   United States – BUSPROG: Reflective Thinking STATE STANDARDS:          United States – Ohio – DISC: Customer KEYWORDS:                       Bloom’s: Application

 

Scenario 5-3

While grocery shopping, Carol selects items that she regularly buys because she knows they are good and she has used them for years. However, the usual Chucky’s Cheddar cheese that she buys is not available and she buys a similar brand of cheese that she hasn’t tried but has heard of before. Chucky’s cheese being an extremely popular brand has managed to make itself known, and when most of the customers shopping at the store were asked which was the cheese that they bought, most of them stated Chucky’s almost immediately.

82. 82. (Scenario 5-3) When Carol finds out that Chucky’s cheese is not available, she buys another brand of cheese which she hasn’t purchased before. As cheese isn’t the most important item on her list, she spends very little time picking an alternate brand of This is an example of .
83. a. extended problem solving limited problem solving
84. c. stratification
85. cognitive dissonance

 

ANSWER:                            b DIFFICULTY:                                           Challenging LEARNING OBJECTIVES:  AIBP.OGUI.15.5-2

NATIONAL STANDARDS:   United States – BUSPROG: Reflective Thinking STATE STANDARDS:          United States – Ohio – DISC: Customer KEYWORDS:                       Bloom’s: Application

 

83. 83. (Scenario 5-3) The management of Chucky’s cheese had asked all store managers to check with their customers which cheese they preferred and thought was popular. When customers were asked this question, their immediate answer was Chucky’s. Chuckys cheese has created a(n) .
84. a. accessibility bonus external search
85. c. process of variety seeking cognitive dissonance

 

ANSWER:                            a DIFFICULTY:                                           Challenging LEARNING OBJECTIVES:  AIBP.OGUI.15.5-3

NATIONAL STANDARDS:   United States – BUSPROG: Reflective Thinking STATE STANDARDS:          United States – Ohio – DISC: Customer KEYWORDS:                       Bloom’s: Application

 

84. 84. (Scenario 5-3) When Carol saw that the cheese was out of stock, she immediately thought of Porky’s, and Cubby

Cow’s cheese. This is an example of                                                                  . a. an external search

1. an internal search
2. c. cognitive dissonance conversion

 

ANSWER:                            b DIFFICULTY:                                           Moderate LEARNING OBJECTIVES:  AIBP.OGUI.15.5-1

NATIONAL STANDARDS:   United States – BUSPROG: Reflective Thinking STATE STANDARDS:          United States – Ohio – DISC: Customer KEYWORDS:                       Bloom’s: Application

 

85. 85. (Scenario 5-3) Chucky’s cheese tries to get its customers to buy its cheese more than once. This is an example of

_____.

1. a. extended problem solving low involvement
2. c. conversion
3. an accessibility bonus

 

ANSWER:                            c DIFFICULTY:                                           Challenging LEARNING OBJECTIVES:  AIBP.OGUI.15.5-1

NATIONAL STANDARDS:   United States – BUSPROG: Reflective Thinking STATE STANDARDS:          United States – Ohio – DISC: Customer KEYWORDS:                       Bloom’s: Application

 

Scenario 5-4

Torque, a car manufacturer, aims to make its slogan “Burn Rubber” known to every individual in a way that they immediately associate it with the firm. The company has created a social media page where almost a thousand fans have registered. However, there are two competitors who advertise the same features as those of Torque’s cars. The firm has a large number of customers who think it manufactures the best cars and there is no other manufacturer better than Torque.

86. 86. (Scenario 5-4) Torque advertises its slogan in a way in which people will immediately associate it with its

Torque is using advertising which involves the                                                                                . a. episodic memory

1. emotional memory c. iconic memory
2. semantic memory

 

ANSWER:                            d DIFFICULTY:                                           Moderate LEARNING OBJECTIVES:  AIBP.OGUI.15.5-3

NATIONAL STANDARDS:   United States – BUSPROG: Reflective Thinking STATE STANDARDS:          United States – Ohio – DISC: Customer KEYWORDS:                       Bloom’s: Application

 

87. 87. (Scenario 5-4) A lot of fans have joined Torque’s media page. This is an example of a         . a. life-stage variable
88. variety seeking process c. brand community
89. advertising clutter

 

ANSWER:                            c DIFFICULTY:                                           Moderate LEARNING OBJECTIVES:  AIBP.OGUI.15.5-5

NATIONAL STANDARDS:   United States – BUSPROG: Reflective Thinking STATE STANDARDS:          United States – Ohio – DISC: Customer KEYWORDS:                       Bloom’s: Application

 

88. 88. (Scenario 5-4) Torque has a large number of people who think that they have the best cars in the industry. They think of them whenever they need to buy a car. This is an example of .
89. a. brand loyalty
90. cognitive dissonance c. variety seeking
91. stratification

 

ANSWER:                            a DIFFICULTY:                                           Moderate LEARNING OBJECTIVES:  AIBP.OGUI.15.5-2

NATIONAL STANDARDS:   United States – BUSPROG: Reflective Thinking STATE STANDARDS:          United States – Ohio – DISC: Customer KEYWORDS:                       Bloom’s: Application

 

89. 89. (Scenario 5-4) Jake is about to buy a limited edition sports car from Torque. It is most likely that Jake will have

         while deciding to buy the car. a. advertising clutter

1. high involvement
2. c. cognitive dissonance
3. limited problem solving

 

ANSWER:                            b DIFFICULTY:                                           Challenging LEARNING OBJECTIVES:  AIBP.OGUI.15.5-2

NATIONAL STANDARDS:   United States – BUSPROG: Reflective Thinking STATE STANDARDS:          United States – Ohio – DISC: Customer KEYWORDS:                       Bloom’s: Application

 

90. 90. (Scenario 5-4) The people of Benson believe that a person driving a sports car marks success. It is most likely that owning a sports car manufactured by Torque would have .
91. a. high cultural capital inequality of demand
92. c. low economies of scale low involvement

 

ANSWER:                            a DIFFICULTY:                                           Moderate LEARNING OBJECTIVES:  AIBP.OGUI.15.5-5

NATIONAL STANDARDS:   United States – BUSPROG: Reflective Thinking STATE STANDARDS:          United States – Ohio – DISC: Customer KEYWORDS:                       Bloom’s: Application

 

Scenario 5-5

Jerome was preparing to host a graduation party for his friends and relatives when he suddenly realized that he did not have a blender to mix the beverages that he knew his guests would like. Having never purchased a blender before, Jerome felt that he needed to shop carefully and take his friends’ suggestions on which brand to buy. After visiting several stores and examining numerous models and brands, Jerome settled on a Kitchen-Aid model that cost

$100.

91. 91. (Scenario 5-5) The consumption process for the blender began when Jerome:
92. a. brought home a blender from the
93. identified the criteria he would use to look for blenders. c. made a mental list of the brands he would consider.
94. realized he did not have a blender for the party.

 

ANSWER:                            d DIFFICULTY:                                           Challenging LEARNING OBJECTIVES:  AIBP.OGUI.15.5-1

NATIONAL STANDARDS:   United States – BUSPROG: Reflective Thinking STATE STANDARDS:          United States – Ohio – DISC: Customer KEYWORDS:                       Bloom’s: Application

 

92. 92. (Scenario 5-5) Jerome realized that he did not have a blender for the party. This is an example of . a. an information search
93. an alternative evaluation c. cognitive dissonance
94. a need state

 

ANSWER:                            d DIFFICULTY:                                           Moderate LEARNING OBJECTIVES:  AIBP.OGUI.15.5-1

NATIONAL STANDARDS:   United States – BUSPROG: Reflective Thinking STATE STANDARDS:     United States – Ohio – DISC: Customer KEYWORDS:                       Bloom’s: Application

 

93. 93. (Scenario 5-5) Jerome asked his friends for suggestions on which brand of blender he should purchase. This is an example of:
94. a. need b. postpurchase use.
95. c. top of mind d. information search.

 

ANSWER:                            d DIFFICULTY:                                           Challenging LEARNING OBJECTIVES:  AIBP.OGUI.15.5-1

NATIONAL STANDARDS:   United States – BUSPROG: Reflective Thinking STATE STANDARDS:          United States – Ohio – DISC: Customer KEYWORDS:                       Bloom’s: Application

 

94. 94. (Scenario 5-5) Which of the following best describes Jerome’s mode of consumer decision making in buying a blender?
95. a. Limited problem solving Low involvement
96. c. Extended problem solving Predecisional distortion

 

ANSWER:                            c DIFFICULTY:                                           Challenging LEARNING OBJECTIVES:  AIBP.OGUI.15.5-3

NATIONAL STANDARDS:   United States – BUSPROG: Reflective Thinking STATE STANDARDS:          United States – Ohio – DISC: Customer KEYWORDS:                       Bloom’s: Application

 

95. 95. (Scenario 5-5) Jerome mentions to another shopper at the store that low-quality blenders are made of plastic and

high­quality blenders have a stainless steel base. This comment represents Jerome’s:

1. a.
2. brand loyalty. c. brand attitude. d. habits.

 

ANSWER:                            a DIFFICULTY:                                           Moderate LEARNING OBJECTIVES:  AIBP.OGUI.15.5-1

NATIONAL STANDARDS:   United States – BUSPROG: Reflective Thinking STATE STANDARDS:          United States – Ohio – DISC: Customer KEYWORDS:                       Bloom’s: Application

 

Scenario 5-6

Voice-It Technologies produces inexpensive personal voice recording devices that serve as a substitute for

message pads in the home or office. Their recording time is limited to 120 seconds and the devices sell for less than

$20. Voice­It’s products are about the size of four credit cards stacked on top of one another and have a life of about a year. The slogan the firm uses on its packaging and advertising is “Don’t Write It, Voice­It!”

96. 96. (Scenario 5-6) Most consumers who purchase Voice-It products buy them primarily when their preferred brand is out of stock. They also do not spend much time on information search. What mode of consumer decision making does this indicate?
97. a. Brand loyalty
98. Limited problem solving
99. c. Extended problem solving Cognitive dissonance

 

ANSWER:                            b DIFFICULTY:                                           Challenging LEARNING OBJECTIVES:  AIBP.OGUI.15.5-3

NATIONAL STANDARDS:   United States – BUSPROG: Reflective Thinking STATE STANDARDS:          United States – Ohio – DISC: Customer KEYWORDS:                       Bloom’s: Application

 

97. 97. (Scenario 5-6) The management of Voice-It Technologies believes in retaining their customer base and provide customers at their stores attractive offers which will help create brand loyalty and repeat purchases. This is an example of  .
98. a. predecsional distortion cognitive dissonance
99. c. limited problem solving conversion

 

ANSWER:                            d DIFFICULTY:                                           Challenging LEARNING OBJECTIVES:  AIBP.OGUI.15.5-1

NATIONAL STANDARDS:   United States – BUSPROG: Reflective Thinking STATE STANDARDS:          United States – Ohio – DISC: Strategy KEYWORDS:                       Bloom’s: Application

 

98. 98. (Scenario 5-6) Mark feels that post-its are much more efficient and simpler than Voice-It and that it is more practical and purchases post-its instead of the Voice-It product. This is an example of .
99. a. a predecisional distortion a habit
100. c. a variety seeking process cognitive dissonance

 

ANSWER:                            a DIFFICULTY:                                           Challenging LEARNING OBJECTIVES:  AIBP.OGUI.15.5-3

NATIONAL STANDARDS:   United States – BUSPROG: Reflective Thinking STATE STANDARDS:    United States – Ohio – DISC: Customer KEYWORDS:                       Bloom’s: Application

 

99. 99. (Scenario 5-6) The Voice-It products are more expensive than others in the market. They are mostly used by big businessmen and higher-level managers. It is most likely that Voice-It products would have .
100. a. a high cultural capital
101. low brand loyalty among higher-level managers c. advertising clutter
102. life-stage variables

 

ANSWER:                            a DIFFICULTY:                                           Challenging LEARNING OBJECTIVES:  AIBP.OGUI: 15.5-5

NATIONAL STANDARDS:   United States – BUSPROG: Reflective Thinking STATE STANDARDS:    United States – Ohio – DISC: Customer KEYWORDS:                       Bloom’s: Application

 

100. 100. Discuss the need recognition state of the consumer decision making

 

ANSWER:                            A need state arises when one’s desired state of affairs differs from one’s actual state of affairs. Need states are accompanied by a mental discomfort or anxiety that motivates action; the severity of this discomfort can be widely variable depending on the genesis of the need.

 

One way advertising works is to point to and thereby activate needs that will motivate consumers to buy a product or service. A variety of needs can be fulfilled through consumption, and it is reasonable to suggest that consumers’ needs are often sufficiently recognized and motivating to many consumers. Products and services should provide benefits that fulfill consumers’ needs; hence, one of the advertiser’s primary jobs is to make the connection between the two for the consumer.

DIFFICULTY:                      Moderate

LEARNING OBJECTIVES:  AIBP.OGUI.15.5-1

NATIONAL STANDARDS:   United States – BUSPROG: Analytic STATE STANDARDS:          United States – Ohio – DISC: Customer KEYWORDS:        Bloom’s: Comprehension

 

101. 101. What is cognitive dissonance? Discuss how advertisers can prevent

 

ANSWER:                            Advertising plays an important role in alleviating the cognitive dissonance that can occur after a purchase. Cognitive dissonance is the anxiety or regret that lingers after a difficult decision, sometimes called “buyer’s remorse.” Often, rejected alternatives have attractive

features that lead people to second-guess their own decisions. If the goal is to generate satisfied customers, this dissonance must be resolved in a way that leads consumers to conclude that they did make the right decision after all. Purchasing high- cost items or

choosing from categories that include many desirable and comparable brands can yield high levels of cognitive dissonance.

 

When dissonance is expected, it makes good sense for the advertiser to reassure buyers with detailed information about its brands. Postpurchase reinforcement programs might involve direct mail, email, or other types of personalized contacts with the customer. This

postpurchase period represents a great opportunity for the advertiser to have the undivided attention of the consumer and to provide information and advice about product use that will increase customer satisfaction.

DIFFICULTY:                      Moderate

LEARNING OBJECTIVES:  AIBP.OGUI.15.5-1

NATIONAL STANDARDS:   United States – BUSPROG: Analytic STATE STANDARDS:          United States – Ohio – DISC: Customer KEYWORDS:        Bloom’s: Comprehension

 

102. 102. How does the extended problem solving mode of decision making differ from the limited problem solving mode of decision making?

 

ANSWER:                            When consumers are inexperienced in a particular consumption setting, yet find the setting highly involving, they are likely to engage

in extended problem solving. In this mode, consumers go through a deliberate decision-making process that begins with explicit need recognition, proceeds with careful internal and external search, continues through alternative evaluation and purchase, and ends with a lengthy postpurchase evaluation.

 

In contrast, limited problem solving is a more common mode of decision making. In this mode, experience and involvement are both low. A consumer is less systematic in his or her decision making. The consumer has a new problem to solve, but it is not a problem that is interesting or engaging, so the information search is limited to simply trying the first brand encountered.

DIFFICULTY:                      Challenging

LEARNING OBJECTIVES:  AIBP.OGUI.15.5-3

NATIONAL STANDARDS:   United States – BUSPROG: Analytic STATE STANDARDS:          United States – Ohio – DISC: Customer KEYWORDS:        Bloom’s: Analysis

 

103. 103. Discuss how emotion plays an important role in consumer

 

ANSWER:                            Emotion is incredibly important in consumer behavior. Researchers have shown that if a brand is associated with a positive emotion or feeling, the subsequent information about the brand is actually distorted in favor of the emotion-linked brand and against others. By this, we

mean that consumers actually change the nature of incoming information to favor this emotional brand connection. It then affects subsequent consumer decisions in favor of the emotion-linked brand. This power favors the use of emotional branding techniques, brand relationship building, including advertising.

DIFFICULTY:                      Moderate

LEARNING OBJECTIVES:  AIBP.OGUI.15.5-5

NATIONAL STANDARDS:   United States – BUSPROG: Analytic STATE STANDARDS:          United States – Ohio – DISC: Customer KEYWORDS:        Bloom’s: Comprehension

 

104. 104. Discuss culture as a major component in consumers’

 

ANSWER:                            Culture surrounds the creation, transmission, reception, and interpretation of ads and brands, just as it touches every aspect of consumption.Culture is what people do and is the way things are done. Cultures may be large and national, or they may be regional or local, or not geographic at all. It’s usually easier to see and note culture when it’s more distant and unfamiliar. Further, members of a culture often find the ways they do things to be perfectly natural and normal. Culture is also said to be nearly invisible to those who are immersed in it.

 

 

DIFFICULTY:                      Moderate

LEARNING OBJECTIVES:  AIBP.OGU: 15.5-4

NATIONAL STANDARDS:   United States – BUSPROG: Diversity

STATE STANDARDS:          United States – Ohio – DISC: International Perspective

KEYWORDS:                       Bloom’s: Comprehension

 

105. 105. Describe how ads transmit

 

ANSWER:                            Advertising can be thought of as a text. It is “read” and interpreted by consumers.

One can think of it as being like other texts: books, movies, posters, paintings, and so on. It is a creative product. In order to understand ads, one has to know something of the cultural code, or they would make no sense.

 

Advertisers place advertised products and a slice of social life in an ad to get the two to intermingle, to become part of the same social scene. In other words, the product is given social meaning by being placed within an ad that represents an idealized

context. This slice of life, of course, is the type of social setting in which potential customers might find, or desire to find, themselves. According to McCracken’s model, meaning has moved from the world to the product (shoes) by virtue of its sharing

space within the frame of the advertisement.

 

When advertisers put things within the frame of an ad, they want the reader of the ad to put them together seamlessly, to take them together as part of each other. When a consumer purchases or otherwise incorporates that good or service into his or her

own life, the meaning is transferred to the individual consumer. Meaning is thus moved from the world to the product (via advertising) to the individual. When the individual uses the product, that person conveys to others the meaning he or she and the advertisement have now given it. Their use incorporates various rituals that facilitate the movement of meaning from the good to consumer.

DIFFICULTY:                      Moderate

LEARNING OBJECTIVES:  AIBP.OGUI: 15.5-5

NATIONAL STANDARDS:   United States – BUSPROG: Analytic STATE STANDARDS:          United States – Ohio – DISC: Promotion KEYWORDS:       Bloom’s: Comprehension