Advertising and Integrated Brand Promotion 8th Edition By Thomas O'Guinn - Test Bank

Advertising and Integrated Brand Promotion 8th Edition By Thomas O’Guinn – Test Bank

 

Instant Download – Complete Test Bank With Answers

 

 

Sample Questions Are Posted Below

 

1. Consumer behavior is a process that begins with problem recognition.
a. True
b. False
ANSWER: True
POINTS: 1
DIFFICULTY: Easy
QUESTION TYPE: True / False
HAS VARIABLES: False
LEARNING OBJECTIVES: AIBP.OGUI.19.5-1
NATIONAL STANDARDS: United States – BUSPROG: Analytic
STATE STANDARDS: United States – OH – DISC: Customer
KEYWORDS: Bloom’s: Knowledge
DATE CREATED: 12/13/2017 12:39 AM
DATE MODIFIED: 12/13/2017 12:40 AM

2. The consumption process is based on the sequence of two stages: need recognition and postpurchase use and evaluation.
a. True
b. False
ANSWER: False
POINTS: 1
DIFFICULTY: Easy
QUESTION TYPE: True / False
HAS VARIABLES: False
LEARNING OBJECTIVES: AIBP.OGUI.19.5-1
NATIONAL STANDARDS: United States – BUSPROG: Analytic
STATE STANDARDS: United States – OH – DISC: Customer
KEYWORDS: Bloom’s: Knowledge
DATE CREATED: 12/13/2017 1:06 AM
DATE MODIFIED: 12/13/2017 1:08 AM

3. One perspective of consumer behavior is that the consumer is a decision maker.
a. True
b. False
ANSWER: True
POINTS: 1
DIFFICULTY: Moderate
QUESTION TYPE: True / False
HAS VARIABLES: False
LEARNING OBJECTIVES: AIBP.OGUI.19.5-1
NATIONAL STANDARDS: United States – BUSPROG: Analytic
STATE STANDARDS: United States – OH – DISC: Promotion
KEYWORDS: Bloom’s: Comprehension
DATE CREATED: 12/13/2017 1:08 AM
DATE MODIFIED: 12/13/2017 1:09 AM

4. An internal search for information is at times sufficient, so there is no need then for an external search for consumers to find what they want.
a. True
b. False
ANSWER: True
POINTS: 1
DIFFICULTY: Moderate
QUESTION TYPE: True / False
HAS VARIABLES: False
LEARNING OBJECTIVES: AIBP.OGUI.19.5-1
NATIONAL STANDARDS: United States – BUSPROG: Analytic
STATE STANDARDS: United States – OH – DISC: Customer
KEYWORDS: Bloom’s: Comprehension
DATE CREATED: 12/13/2017 1:09 AM
DATE MODIFIED: 12/13/2017 1:11 AM

5. Advertising can influence internal but not external searches.
a. True
b. False
ANSWER: False
POINTS: 1
DIFFICULTY: Easy
QUESTION TYPE: True / False
HAS VARIABLES: False
LEARNING OBJECTIVES: AIBP.OGUI.19.5-1
NATIONAL STANDARDS: United States – BUSPROG: Analytic
STATE STANDARDS: United States – OH – DISC: Promotion
KEYWORDS: Bloom’s: Knowledge
DATE CREATED: 12/13/2017 1:11 AM
DATE MODIFIED: 12/13/2017 1:12 AM

6. Evaluative criteria differ from one product category to the next, and consumers each have their own evoked sets generally.
a. True
b. False
ANSWER: True
POINTS: 1
DIFFICULTY: Easy
QUESTION TYPE: True / False
HAS VARIABLES: False
LEARNING OBJECTIVES: AIBP.OGUI.19.5-1
NATIONAL STANDARDS: United States – BUSPROG: Analytic
STATE STANDARDS: United States – OH – DISC: Customer
KEYWORDS: Bloom’s: Knowledge
DATE CREATED: 12/13/2017 1:13 AM
DATE MODIFIED: 12/13/2017 1:14 AM

7. Melissa is considering sunglasses from Louis Vuitton, Chanel, or Hermes. This represents her evoked set.
a. True
b. False
ANSWER: True
POINTS: 1
DIFFICULTY: Challenging
QUESTION TYPE: True / False
HAS VARIABLES: False
LEARNING OBJECTIVES: AIBP.OGUI.19.5-1
NATIONAL STANDARDS: United States – BUSPROG: Analytic
STATE STANDARDS: United States – OH – DISC: Customer
KEYWORDS: Bloom’s: Application
DATE CREATED: 12/13/2017 1:14 AM
DATE MODIFIED: 12/13/2017 1:16 AM

8. Sometimes, advertisers try to make an otherwise low-involvement choice into a high-involvement one.
a. True
b. False
ANSWER: True
POINTS: 1
DIFFICULTY: Moderate
QUESTION TYPE: True / False
HAS VARIABLES: False
LEARNING OBJECTIVES: AIBP.OGUI.19.5-2
NATIONAL STANDARDS: United States – BUSPROG: Analytic
STATE STANDARDS: United States – OH – DISC: Customer
KEYWORDS: Bloom’s: Comprehension
DATE CREATED: 12/13/2017 1:16 AM
DATE MODIFIED: 12/13/2017 1:18 AM

9. Higher involvement may be a function of a consumer-brand relationship.
a. True
b. False
ANSWER: True
POINTS: 1
DIFFICULTY: Easy
QUESTION TYPE: True / False
HAS VARIABLES: False
LEARNING OBJECTIVES: AIBP.OGUI.19.5-2
NATIONAL STANDARDS: United States – BUSPROG: Analytic
STATE STANDARDS: United States – OH – DISC: Customer
KEYWORDS: Bloom’s: Knowledge
DATE CREATED: 12/13/2017 1:18 AM
DATE MODIFIED: 12/13/2017 1:19 AM

10. While purchases based on habit are merely consumption simplifiers, purchases based on brand loyalty are the result of a strong commitment to a brand.
a. True
b. False
ANSWER: True
POINTS: 1
DIFFICULTY: Moderate
QUESTION TYPE: True / False
HAS VARIABLES: False
LEARNING OBJECTIVES: AIBP.OGUI.19.5-2
NATIONAL STANDARDS: United States – BUSPROG: Analytic
STATE STANDARDS: United States – OH – DISC: Customer
KEYWORDS: Bloom’s: Comprehension
DATE CREATED: 12/13/2017 1:19 AM
DATE MODIFIED: 12/13/2017 1:21 AM

11. Experience and involvement are both low in the extended problem-solving decision-making mode.
a. True
b. False
ANSWER: False
POINTS: 1
DIFFICULTY: Moderate
QUESTION TYPE: True / False
HAS VARIABLES: False
LEARNING OBJECTIVES: AIBP.OGUI.19.5-2
NATIONAL STANDARDS: United States – BUSPROG: Analytic
STATE STANDARDS: United States – OH – DISC: Customer
KEYWORDS: Bloom’s: Comprehension
DATE CREATED: 12/13/2017 1:21 AM
DATE MODIFIED: 12/13/2017 1:23 AM

12. When consumers are inexperienced in a particular consumption setting, yet find the setting highly involving, they are likely to engage in extended problem solving.
a. True
b. False
ANSWER: True
POINTS: 1
DIFFICULTY: Easy
QUESTION TYPE: True / False
HAS VARIABLES: False
LEARNING OBJECTIVES: AIBP.OGUI.19.5-2
NATIONAL STANDARDS: United States – BUSPROG: Analytic
STATE STANDARDS: United States – OH – DISC: Customer
KEYWORDS: Bloom’s: Knowledge
DATE CREATED: 12/13/2017 1:23 AM
DATE MODIFIED: 12/13/2017 1:25 AM

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
b. False
ANSWER: True
POINTS: 1
DIFFICULTY: Easy
QUESTION TYPE: True / False
HAS VARIABLES: False
LEARNING OBJECTIVES: AIBP.OGUI.19.5-2
NATIONAL STANDARDS: United States – BUSPROG: Analytic
STATE STANDARDS: United States – OH – DISC: Customer
KEYWORDS: Bloom’s: Application
DATE CREATED: 12/13/2017 1:25 AM
DATE MODIFIED: 12/13/2017 1:26 AM

14. While grocery shopping, Kate picks up “Krispy’s” cereal instead of the usual cereal that she buys every week.
This is an example of variety seeking.
a. True
b. False
ANSWER: True
POINTS: 1
DIFFICULTY: Challenging
QUESTION TYPE: True / False
HAS VARIABLES: False
LEARNING OBJECTIVES: AIBP.OGUI.19.5-2
NATIONAL STANDARDS: United States – BUSPROG: Analytic
STATE STANDARDS: United States – OH – DISC: Customer
KEYWORDS: Bloom’s: Application
DATE CREATED: 12/13/2017 1:26 AM
DATE MODIFIED: 12/13/2017 1:28 AM

15. When consumers believe their brand to be more popular than it actually is, it is called an accessibility bonus.
a. True
b. False
ANSWER: True
POINTS: 1
DIFFICULTY: Easy
QUESTION TYPE: True / False
HAS VARIABLES: False
LEARNING OBJECTIVES: AIBP.OGUI.19.5-2
NATIONAL STANDARDS: United States – BUSPROG: Analytic
STATE STANDARDS: United States – OH – DISC: Customer
KEYWORDS: Bloom’s: Knowledge
DATE CREATED: 12/13/2017 1:28 AM
DATE MODIFIED: 12/13/2017 1:29 AM

16. Without customer attention, there is a very strong chance that an advertiser’s message will have its desired impact.
a. True
b. False
ANSWER: False
POINTS: 1
DIFFICULTY: Moderate
QUESTION TYPE: True / False
HAS VARIABLES: False
LEARNING OBJECTIVES: AIBP.OGUI.19.5-2
NATIONAL STANDARDS: United States – BUSPROG: Analytic
STATE STANDARDS: United States – OH – DISC: Promotion
KEYWORDS: Bloom’s: Comprehension
DATE CREATED: 12/13/2017 1:29 AM
DATE MODIFIED: 12/13/2017 1:31 AM

17. Advertising clutter has nothing to do with the context in which ads are processed.
a. True
b. False
ANSWER: False
POINTS: 1
DIFFICULTY: Moderate
QUESTION TYPE: True / False
HAS VARIABLES: False
LEARNING OBJECTIVES: AIBP.OGUI.19.5-2
NATIONAL STANDARDS: United States – BUSPROG: Analytic
STATE STANDARDS: United States – OH – DISC: Promotion
KEYWORDS: Bloom’s: Comprehension
DATE CREATED: 12/13/2017 1:31 AM
DATE MODIFIED: 12/13/2017 1:32 AM

18. Viewing consumers as social beings allows advertisers to consider meanings that consumers associate with brands.
a. True
b. False
ANSWER: True
POINTS: 1
DIFFICULTY: Moderate
QUESTION TYPE: True / False
HAS VARIABLES: False
LEARNING OBJECTIVES: AIBP.OGUI.19.5-2
NATIONAL STANDARDS: United States – BUSPROG: Analytic
STATE STANDARDS: United States – OH – DISC: Customer
KEYWORDS: Bloom’s: Comprehension
DATE CREATED: 12/13/2017 1:32 AM
DATE MODIFIED: 12/13/2017 1:34 AM

19. Advertisements should be consistent with the values of people, a society, or a culture to be more likely to stand out, demand attention, and be remembered and accepted.
a. True
b. False
ANSWER: True
POINTS: 1
DIFFICULTY: Easy
QUESTION TYPE: True / False
HAS VARIABLES: False
LEARNING OBJECTIVES: AIBP.OGUI.19.5-2
NATIONAL STANDARDS: United States – BUSPROG: Analytic
STATE STANDARDS: United States – OH – DISC: Promotion
KEYWORDS: Bloom’s: Comprehension
DATE CREATED: 12/13/2017 1:35 AM
DATE MODIFIED: 12/13/2017 1:36 AM

20. Consumers participate in rituals.
a. True
b. False
ANSWER: True
POINTS: 1
DIFFICULTY: Easy
QUESTION TYPE: True / False
HAS VARIABLES: False
LEARNING OBJECTIVES: AIBP.OGUI.19.5-2
NATIONAL STANDARDS: United States – BUSPROG: Analytic
STATE STANDARDS: United States – OH – DISC: Customer
KEYWORDS: Bloom’s: Knowledge
DATE CREATED: 12/13/2017 1:37 AM
DATE MODIFIED: 12/13/2017 1:38 AM

21. Social class, race, and ethnicity are ways in which members of a culture are classified by systematic inequalities that affect their social standing; this is known as episodic memory.
a. True
b. False
ANSWER: False
POINTS: 1
DIFFICULTY: Easy
QUESTION TYPE: True / False
HAS VARIABLES: False
LEARNING OBJECTIVES: AIBP.OGUI.19.5-2
NATIONAL STANDARDS: United States – BUSPROG: Analytic
STATE STANDARDS: United States – OH – DISC: Customer
KEYWORDS: Bloom’s: Knowledge
DATE CREATED: 12/13/2017 1:39 AM
DATE MODIFIED: 12/13/2017 1:40 AM

22. Emotion is not an important concept in advertising.
a. True
b. False
ANSWER: False
POINTS: 1
DIFFICULTY: Moderate
QUESTION TYPE: True / False
HAS VARIABLES: False
LEARNING OBJECTIVES: AIBP.OGUI.19.5-2
NATIONAL STANDARDS: United States – BUSPROG: Analytic
STATE STANDARDS: United States – OH – DISC: Customer
KEYWORDS: Bloom’s: Comprehension
DATE CREATED: 12/13/2017 1:40 AM
DATE MODIFIED: 12/13/2017 1:42 AM

23. Brands do not suffer when the prices and profit margins of brands become too low, thereby becoming commodities, sold on price.
a. True
b. False
ANSWER: False
POINTS: 1
DIFFICULTY: Moderate
QUESTION TYPE: True / False
HAS VARIABLES: False
LEARNING OBJECTIVES: AIBP.OGUI.19.5-2
NATIONAL STANDARDS: United States – BUSPROG: Analytic
STATE STANDARDS: United States – OH – DISC: Strategy
KEYWORDS: Bloom’s: Comprehension
DATE CREATED: 12/13/2017 1:42 AM
DATE MODIFIED: 12/13/2017 1:43 AM

24. If social class affects consumption through tastes, media preferences are likely impacted.
a. True
b. False
ANSWER: True
POINTS: 1
DIFFICULTY: Easy
QUESTION TYPE: True / False
HAS VARIABLES: False
LEARNING OBJECTIVES: AIBP.OGUI.19.5-2
NATIONAL STANDARDS: United States – BUSPROG: Analytic
STATE STANDARDS: United States – OH – DISC: Customer
KEYWORDS: Bloom’s: Comprehension
DATE CREATED: 12/13/2017 1:43 AM
DATE MODIFIED: 12/13/2017 1:45 AM

25. Consumer preferences relate with taste.
a. True
b. False
ANSWER: True
POINTS: 1
DIFFICULTY: Moderate
QUESTION TYPE: True / False
HAS VARIABLES: False
LEARNING OBJECTIVES: AIBP.OGUI.19.5-2
NATIONAL STANDARDS: United States – BUSPROG: Analytic
STATE STANDARDS: United States – OH – DISC: International Perspective
KEYWORDS: Bloom’s: Comprehension
DATE CREATED: 12/13/2017 1:45 AM
DATE MODIFIED: 12/13/2017 1:47 AM

26. The interaction of social stratification and cultural capital becomes apparent when a person moves from one stratum into another.
a. True
b. False
ANSWER: True
POINTS: 1
DIFFICULTY: Moderate
QUESTION TYPE: True / False
HAS VARIABLES: False
LEARNING OBJECTIVES: AIBP.OGUI.19.5-2
NATIONAL STANDARDS: United States – BUSPROG: Analytic
STATE STANDARDS: United States – OH – DISC: Customer
KEYWORDS: Bloom’s: Comprehension
DATE CREATED: 12/13/2017 1:47 AM
DATE MODIFIED: 12/13/2017 1:49 AM

27. Doritos partnered with a LGTBQ community to promote understanding and, in the process, promote its brand.
a. True
b. False
ANSWER: True
POINTS: 1
DIFFICULTY: Moderate
QUESTION TYPE: True / False
HAS VARIABLES: False
LEARNING OBJECTIVES: AIBP.OGUI.19.5-2
NATIONAL STANDARDS: United States – BUSPROG: Analytic
STATE STANDARDS: United States – OH – DISC: Customer
KEYWORDS: Bloom’s: Comprehension
DATE CREATED: 12/13/2017 1:49 AM
DATE MODIFIED: 12/13/2017 1:51 AM

28. Stratification refers to systematic inequalities in things such as wealth, income, education, power, and status.
a. True
b. False
ANSWER: True
POINTS: 1
DIFFICULTY: Moderate
QUESTION TYPE: True / False
HAS VARIABLES: False
LEARNING OBJECTIVES: AIBP.OGUI.19.5-2
NATIONAL STANDARDS: United States – BUSPROG: Reflective Thinking
STATE STANDARDS: United States – OH – DISC: International Perspective
KEYWORDS: Bloom’s: Application
DATE CREATED: 12/13/2017 1:51 AM
DATE MODIFIED: 12/13/2017 1:52 AM

29. The consumer behavior of a family is of great interest to advertisers.
a. True
b. False
ANSWER: True
POINTS: 1
DIFFICULTY: Moderate
QUESTION TYPE: True / False
HAS VARIABLES: False
LEARNING OBJECTIVES: AIBP.OGUI.19.5-2
NATIONAL STANDARDS: United States – BUSPROG: Analytic
STATE STANDARDS: United States – OH – DISC: Promotion
KEYWORDS: Bloom’s: Comprehension
DATE CREATED: 12/13/2017 1:53 AM
DATE MODIFIED: 12/13/2017 1:54 AM

30. Two bases in consumer behavior are _______.
a. psychological and social
b. formal and informal
c. predictable and non-predictable
d. accounting and real estate
ANSWER: a
POINTS: 1
DIFFICULTY: Easy
QUESTION TYPE: Multiple Choice
HAS VARIABLES: False
LEARNING OBJECTIVES: AIBP.OGUI.19.5-1
NATIONAL STANDARDS: United States – BUSPROG: Analytic
STATE STANDARDS: United States – OH – DISC: Customer
KEYWORDS: Bloom’s: Knowledge
DATE CREATED: 12/13/2017 1:55 AM
DATE MODIFIED: 12/13/2017 1:57 AM

31. Need recognition, information search and alternative evaluation, purchase, and postpurchase use and evaluation represent the four stages of the:
a. creation of brands.
b. integrated brand promotion process.
c. consumer decision-making process.
d. cultural branding method.
ANSWER: c
POINTS: 1
DIFFICULTY: Easy
QUESTION TYPE: Multiple Choice
HAS VARIABLES: False
LEARNING OBJECTIVES: AIBP.OGUI.19.5-1
NATIONAL STANDARDS: United States – BUSPROG: Analytic
STATE STANDARDS: United States – OH – DISC: Customer
KEYWORDS: Bloom’s: Knowledge
DATE CREATED: 12/13/2017 1:57 AM
DATE MODIFIED: 12/13/2017 1:59 AM

32. A(n) arises when a consumer’s desired state of affairs is different from one’s actual state of affairs.
a. evoked set
b. need state
c. consideration set
d. top-of-mind awareness
ANSWER: b
POINTS: 1
DIFFICULTY: Easy
QUESTION TYPE: Multiple Choice
HAS VARIABLES: False
LEARNING OBJECTIVES: AIBP.OGUI.19.5-1
NATIONAL STANDARDS: United States – BUSPROG: Analytic
STATE STANDARDS: United States – OH – DISC: Customer
KEYWORDS: Bloom’s: Knowledge
DATE CREATED: 12/13/2017 2:00 AM
DATE MODIFIED: 12/13/2017 2:02 AM

33. Maria decides to make herself her morning cup of juice. However, she realizes that she’s run out, which leaves her feeling discontent and wanting juice. This example relates with .
a. a need state
b. cognitive dissonance
c. an evoked set
d. stratification
ANSWER: a
POINTS: 1
DIFFICULTY: Moderate
QUESTION TYPE: Multiple Choice
HAS VARIABLES: False
LEARNING OBJECTIVES: AIBP.OGUI.19.5-1
NATIONAL STANDARDS: United States – BUSPROG: Reflective Thinking
STATE STANDARDS: United States – OH – DISC: Customer
KEYWORDS: Bloom’s: Application
DATE CREATED: 12/13/2017 2:02 AM
DATE MODIFIED: 12/13/2017 2:05 AM

34. can tap into information that has accumulated in one’s memory as a result of repeated advertising exposure.
a. Involvement
b. Stratification
c. An internal search
d. A life-stage variable
ANSWER: c
POINTS: 1
DIFFICULTY: Moderate
QUESTION TYPE: Multiple Choice
HAS VARIABLES: False
LEARNING OBJECTIVES: AIBP.OGUI.19.5-1
NATIONAL STANDARDS: United States – BUSPROG: Analytic
STATE STANDARDS: United States – OH – DISC: Customer
KEYWORDS: Bloom’s: Comprehension
DATE CREATED: 12/13/2017 2:05 AM
DATE MODIFIED: 12/13/2017 2:07 AM

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:
a. emotional benefits.
b. rituals.
c. cognitive dissonance.
d. life-stage variables.
ANSWER: a
POINTS: 1
DIFFICULTY: Challenging
QUESTION TYPE: Multiple Choice
HAS VARIABLES: False
LEARNING OBJECTIVES: AIBP.OGUI.19.5-1
NATIONAL STANDARDS: United States – BUSPROG: Analytic
STATE STANDARDS: United States – OH – DISC: Customer
KEYWORDS: Bloom’s: Application
DATE CREATED: 12/13/2017 2:07 AM
DATE MODIFIED: 12/13/2017 2:09 AM

36. Once consumers decide that they need something, what is the first step they take as they begin to think about a product purchase?
a. Use an external search process.
b. Conduct an internal search for information.
c. Use an alternative evaluation process.
d. Determine the degree of cognitive dissonance.
ANSWER: b
POINTS: 1
DIFFICULTY: Moderate
QUESTION TYPE: Multiple Choice
HAS VARIABLES: False
LEARNING OBJECTIVES: AIBP.OGUI.19.5-1
NATIONAL STANDARDS: United States – BUSPROG: Analytic
STATE STANDARDS: United States – OH – DISC: Customer
KEYWORDS: Bloom’s: Comprehension
DATE CREATED: 12/13/2017 2:09 AM
DATE MODIFIED: 12/13/2017 2:12 AM

37. The set of brands that comes to mind when a category is mentioned is referred to as .
a. anexternalsearch
b. conversion
c. cognitive dissonance
d. an evoked set
ANSWER: d
POINTS: 1
DIFFICULTY: Moderate
QUESTION TYPE: Multiple Choice
HAS VARIABLES: False
LEARNING OBJECTIVES: AIBP.OGUI.19.5-1
NATIONAL STANDARDS: United States – BUSPROG: Analytic
STATE STANDARDS: United States – OH – DISC: Customer
KEYWORDS: Bloom’s: Knowledge
DATE CREATED: 12/13/2017 2:13 AM
DATE MODIFIED: 12/13/2017 2:15 AM

38. Carol is considering buying a Honda, Ford, Kia, or Subaru; this is her:
a. external search.
b. need state.
c. evoked set.
d. stratification.
ANSWER: c
POINTS: 1
DIFFICULTY: Challenging
QUESTION TYPE: Multiple Choice
HAS VARIABLES: False
LEARNING OBJECTIVES: AIBP.OGUI.19.5-1
NATIONAL STANDARDS: United States – BUSPROG: Reflective Thinking
STATE STANDARDS: United States – OH – DISC: Customer
KEYWORDS: Bloom’s: Application
DATE CREATED: 12/13/2017 2:16 AM
DATE MODIFIED: 12/13/2017 2:17 AM

39. An advertisement for a smartphone 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:
a. conducting an external search.
b. easily influenced by subliminal advertising.
c. experiencing advertising clutter.
d. trying to fulfill a basic need.
ANSWER: a
POINTS: 1
DIFFICULTY: Challenging
QUESTION TYPE: Multiple Choice
HAS VARIABLES: False
LEARNING OBJECTIVES: AIBP.OGUI.19.5-1
NATIONAL STANDARDS: United States – BUSPROG: Reflective Thinking
STATE STANDARDS: United States – OH – DISC: Customer
KEYWORDS: Bloom’s: Application
DATE CREATED: 12/13/2017 2:18 AM
DATE MODIFIED: 12/13/2017 2:20 AM

40. Which of the following statements would be made by someone experiencing cognitive dissonance?
a. “I sure need a new lawn mower, but I’m too lazy to find out what’s out there.”
b. “I’d like to buy one of those new Toro lawn mowers, but they’re kind of expensive.”
c. “I hear the new Toro lawn mowers are one of the best in the market, but my neighbor says his is hard to start.”
d. “I’ve bought a Toro lawn mower, but I now realize the new John Deere might have been a better choice.”
ANSWER: d
POINTS: 1
DIFFICULTY: Challenging
QUESTION TYPE: Multiple Choice
HAS VARIABLES: False
LEARNING OBJECTIVES: AIBP.OGUI.19.5-1
NATIONAL STANDARDS: United States – BUSPROG: Reflective Thinking
STATE STANDARDS: United States – OH – DISC: Customer
KEYWORDS: Bloom’s: Application
DATE CREATED: 12/13/2017 2:21 AM
DATE MODIFIED: 12/13/2017 2:23 AM

41. The concept of cognitive dissonance is more commonly referred to as:
a. advertising clutter.
b. buyer’s remorse.
c. variety seeking.
d. a need state.
ANSWER: b
POINTS: 1
DIFFICULTY: Easy
QUESTION TYPE: Multiple Choice
HAS VARIABLES: False
LEARNING OBJECTIVES: AIBP.OGUI.19.5-1
NATIONAL STANDARDS: United States – BUSPROG: Analytic
STATE STANDARDS: United States – OH – DISC: Customer
KEYWORDS: Bloom’s: Knowledge
DATE CREATED: 12/13/2017 2:23 AM
DATE MODIFIED: 12/13/2017 2:25 AM

42. The idea of involvement in the context of consumer decision-making refers to how:
a. a person will use a product or service.
b. much importance accompanies the choice of a product.
c. an individual’s past experience with a product makes the person more aware about it.
d. the consumer first heard about a product or brand.
ANSWER: b
POINTS: 1
DIFFICULTY: Moderate
QUESTION TYPE: Multiple Choice
HAS VARIABLES: False
LEARNING OBJECTIVES: AIBP.OGUI.19.5-2
NATIONAL STANDARDS: United States – BUSPROG: Analytic
STATE STANDARDS: United States – OH – DISC: Customer
KEYWORDS: Bloom’s: Comprehension
DATE CREATED: 12/13/2017 2:25 AM
DATE MODIFIED: 12/13/2017 2:27 AM

43. A person is most likely to have a high degree of involvement while buying:
a. laundry detergent.
b. a notepad.
c. paper towels.
d. a car.
ANSWER: d
POINTS: 1
DIFFICULTY: Moderate
QUESTION TYPE: Multiple Choice
HAS VARIABLES: False
LEARNING OBJECTIVES: AIBP.OGUI.19.5-2
NATIONAL STANDARDS: United States – BUSPROG: Analytic
STATE STANDARDS: United States – OH – DISC: Customer
KEYWORDS: Bloom’s: Comprehension
DATE CREATED: 12/13/2017 2:27 AM
DATE MODIFIED: 12/13/2017 2:29 AM

44. Maria 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, Maria is engaging in:
a. extended problem solving.
b. top of mind awareness.
c. stratification.
d. variety seeking.
ANSWER: a
POINTS: 1
DIFFICULTY: Challenging
QUESTION TYPE: Multiple Choice
HAS VARIABLES: False
LEARNING OBJECTIVES: AIBP.OGUI.19.5-2
NATIONAL STANDARDS: United States – BUSPROG: Reflective Thinking
STATE STANDARDS: United States – OH – DISC: Customer
KEYWORDS: Bloom’s: Application
DATE CREATED: 12/13/2017 2:30 AM
DATE MODIFIED: 12/13/2017 2:32 AM

45. Which of the following modes of consumer decision-making involves low involvement and low experience?
a. Limited problem solving
b. Habit or variety seeking
c. Extended problem solving
d. Brand loyalty
ANSWER: a
POINTS: 1
DIFFICULTY: Easy
QUESTION TYPE: Multiple Choice
HAS VARIABLES: False
LEARNING OBJECTIVES: AIBP.OGUI.19.5-2
NATIONAL STANDARDS: United States – BUSPROG: Analytic
STATE STANDARDS: United States – OH – DISC: Customer
KEYWORDS: Bloom’s: Comprehension
DATE CREATED: 12/13/2017 2:32 AM
DATE MODIFIED: 12/13/2017 2:34 AM

46. A young mother consistently buys Chips Ahoy for a special treat. However, every now and then, she buys Keebler Animal Crackers for a change in taste. Which mode of consumer decision making does this demonstrate?
a. Clutter
b. Variety seeking
c. Cognitive dissonance
d. Stratification
ANSWER: b
POINTS: 1
DIFFICULTY: Challenging
QUESTION TYPE: Multiple Choice
HAS VARIABLES: False
LEARNING OBJECTIVES: AIBP.OGUI.19.5-2
NATIONAL STANDARDS: United States – BUSPROG: Reflective Thinking
STATE STANDARDS: United States – OH – DISC: Customer
KEYWORDS: Bloom’s: Application
DATE CREATED: 12/13/2017 2:34 AM
DATE MODIFIED: 12/13/2017 2:36 AM

47. Which of the following is a difference between brand loyalty and a habit?
a. Habit involves low involvement, whereas brand loyalty involves high involvement.
b. Brand loyalty is not based on emotional connections, whereas habit is based on emotional connections.
c. Brand loyalty can be easily disrupted with skillful advertisement, whereas habit cannot be disrupted with advertisements.
d. Unlike brand loyalty, habit is based on a conscious commitment to find the brand each time the consumer purchases from the category.
ANSWER: a
POINTS: 1
DIFFICULTY: Moderate
QUESTION TYPE: Multiple Choice
HAS VARIABLES: False
LEARNING OBJECTIVES: AIBP.OGUI.19.5-2
NATIONAL STANDARDS: United States – BUSPROG: Analytic
STATE STANDARDS: United States – OH – DISC: Product
KEYWORDS: Bloom’s: Comprehension
DATE CREATED: 12/13/2017 2:36 AM
DATE MODIFIED: 12/13/2017 2:38 AM

48. Which of the following serves as a solution to a simple consumption problem and occurs in settings where a decision isn’t involving?
a. Extended problem solving
b. Habit
c. Conversion
d. Brand loyalty
ANSWER: b
POINTS: 1
DIFFICULTY: Moderate
QUESTION TYPE: Multiple Choice
HAS VARIABLES: False
LEARNING OBJECTIVES: AIBP.OGUI.19.5-2
NATIONAL STANDARDS: United States – BUSPROG: Analytic
STATE STANDARDS: United States – OH – DISC: Customer
KEYWORDS: Bloom’s: Comprehension
DATE CREATED: 12/13/2017 2:39 AM
DATE MODIFIED: 12/13/2017 2:43 AM

49. ______ refers to when consumers change information in a positive way to favor a particular brand with which they have an emotional connection.
a. A need state
b. Cognitive dissonance
c. Predecisional distortion
d. Stratification
ANSWER: c
POINTS: 1
DIFFICULTY: Moderate
QUESTION TYPE: Multiple Choice
HAS VARIABLES: False
LEARNING OBJECTIVES: AIBP.OGUI.19.5-2
NATIONAL STANDARDS: United States – BUSPROG: Analytic
STATE STANDARDS: United States – OH – DISC: Customer
KEYWORDS: Bloom’s: Comprehension
DATE CREATED: 12/13/2017 2:43 AM
DATE MODIFIED: 12/13/2017 2:47 AM

50. _____ memory is the kind of memory through which names, words, and concepts are retrieved from people’s minds.
a. Iconic
b. Episodic
c. Emotional
d. Semantic
ANSWER: d
POINTS: 1
DIFFICULTY: Moderate
QUESTION TYPE: Multiple Choice
HAS VARIABLES: False
LEARNING OBJECTIVES: AIBP.OGUI.19.5-2
NATIONAL STANDARDS: United States – BUSPROG: Analytic
STATE STANDARDS: United States – OH – DISC: Customer
KEYWORDS: Bloom’s: Knowledge
DATE CREATED: 12/13/2017 2:47 AM
DATE MODIFIED: 12/13/2017 2:50 AM

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 .
a. low brand loyalty
b. high involvement
c. an accessibility bonus
d. a low economy of scale
ANSWER: c
POINTS: 1
DIFFICULTY: Moderate
QUESTION TYPE: Multiple Choice
HAS VARIABLES: False
LEARNING OBJECTIVES: AIBP.OGUI.19.5-2
NATIONAL STANDARDS: United States – BUSPROG: Analytic
STATE STANDARDS: United States – OH – DISC: Customer
KEYWORDS: Bloom’s: Application
DATE CREATED: 12/13/2017 2:50 AM
DATE MODIFIED: 12/13/2017 2:52 AM

52. Which of the following is a similarity between habit and variety seeking?
a. They refer to the tendency of consumers to continue using a brand for many years.
b. They both involve a high degree of brand loyalty.
c. They involve a high degree of emotional connection to a brand.
d. They occur in settings where a decision isn’t involving.
ANSWER: d
POINTS: 1
DIFFICULTY: Moderate
QUESTION TYPE: Multiple Choice
HAS VARIABLES: False
LEARNING OBJECTIVES: AIBP.OGUI.19.5-2
NATIONAL STANDARDS: United States – BUSPROG: Analytic
STATE STANDARDS: United States – OH – DISC: Customer
KEYWORDS: Bloom’s: Comprehension
DATE CREATED: 12/13/2017 3:54 AM
DATE MODIFIED: 12/13/2017 3:56 AM

53. There is a value that cultures place on certain objects. Wes gets a nod among groups for his expensive and rare Porsche, which is admired. This scenario demonstrates the concept of .
a. an internal search
b. conversion
c. cultural capital
d. variety seeking
ANSWER: c
POINTS: 1
DIFFICULTY: Moderate
QUESTION TYPE: Multiple Choice
HAS VARIABLES: False
LEARNING OBJECTIVES: AIBP.OGUI.19.5-2
NATIONAL STANDARDS: United States – BUSPROG: Reflective Thinking
STATE STANDARDS: United States – OH – DISC: Marketing Plan
KEYWORDS: Bloom’s: Application
DATE CREATED: 12/13/2017 3:56 AM
DATE MODIFIED: 12/13/2017 7:46 AM

54. Manuel sees so many brands claiming related performance claims and there are just so many ads in general in the product category. In this scenario, Manuel is encountering:
a. cognitive dissonance.
b. a high degree of brand loyalty.
c. advertising clutter.
d. predecisional distortion
ANSWER: c
POINTS: 1
DIFFICULTY: Moderate
QUESTION TYPE: Multiple Choice
HAS VARIABLES: False
LEARNING OBJECTIVES: AIBP.OGUI.19.5-2
NATIONAL STANDARDS: United States – BUSPROG: Reflective Thinking
STATE STANDARDS: United States – OH – DISC: Customer
KEYWORDS: Bloom’s: Application
DATE CREATED: 12/13/2017 3:58 AM
DATE MODIFIED: 12/13/2017 4:01 AM

55. Olay lotion has always been a part of what Melinda does after the bath and she does not ever want to change this. What is this describing?
a. A consumer who is not exposed to massive volumes of ads
b. A consumer who seeks variety
c. A consumer who is resistant to changing rituals
d. A consumer who misinterprets messages
ANSWER: c
POINTS: 1
DIFFICULTY: Challenging
QUESTION TYPE: Multiple Choice
HAS VARIABLES: False
LEARNING OBJECTIVES: AIBP.OGUI.19.5-2
NATIONAL STANDARDS: United States – BUSPROG: Analytic
STATE STANDARDS: United States – OH – DISC: Customer
KEYWORDS: Bloom’s: Application
DATE CREATED: 12/13/2017 4:02 AM
DATE MODIFIED: 12/13/2017 4:04 AM

56. Popular music, celebrity spokespersons, and anything that is novel are devices for combatting:
a. conversion.
b. limited problem solving.
c. cognitive dissonance.
d. selective attention.
ANSWER: d
POINTS: 1
DIFFICULTY: Challenging
QUESTION TYPE: Multiple Choice
HAS VARIABLES: False
LEARNING OBJECTIVES: AIBP.OGUI.19.5-2
NATIONAL STANDARDS: United States – BUSPROG: Reflective Thinking: Re – BUSPROG: Reflective Thinking
STATE STANDARDS: United States – OH – DISC: Customer
KEYWORDS: Bloom’s: Application
DATE CREATED: 12/13/2017 4:05 AM
DATE MODIFIED: 12/13/2017 4:07 AM

57. Which of the following is true about branding and advertising based on social and cultural factors?
a. Consumer behavior lacks the ability to be meaningfully social.
b. Advertisements are not related with cultural factors.
c. Consumers are merely information processors.
d. Brand meaning is an important focus.
ANSWER: d
POINTS: 1
DIFFICULTY: Moderate
QUESTION TYPE: Multiple Choice
HAS VARIABLES: False
LEARNING OBJECTIVES: AIBP.OGUI.19.5-2
NATIONAL STANDARDS: United States – BUSPROG: Analytic
STATE STANDARDS: United States – OH – DISC: Promotion
KEYWORDS: Bloom’s: Comprehension
DATE CREATED: 12/13/2017 4:07 AM
DATE MODIFIED: 12/13/2017 4:09 AM

58. Which of the following best describes the social meaning approach?
a. It focuses on using beliefs and rituals to subconsciously manipulate people into buying something they don’t need.
b. It centers on viewing consumers solely as information processors.
c. It involves knowing how to connect with human beings with reference to their consumption practices.
d. It refers to connecting with people by using ads as mere socially isolated attempts to influence their attitudes.
ANSWER: c
POINTS: 1
DIFFICULTY: Moderate
QUESTION TYPE: Multiple Choice
HAS VARIABLES: False
LEARNING OBJECTIVES: AIBP.OGUI.19.5-2
NATIONAL STANDARDS: United States – BUSPROG: Analytic
STATE STANDARDS: United States – OH – DISC: Customer
KEYWORDS: Bloom’s: Comprehension
DATE CREATED: 12/13/2017 4:09 AM
DATE MODIFIED: 12/13/2017 4:11 AM

59. In the world of advertising, culture is seen as:
a. people’s rules and regulations.
b. the total way of life of a people.
c. a sense of morality in society.
d. the spiritual beliefs of people.
ANSWER: b
POINTS: 1
DIFFICULTY: Easy
QUESTION TYPE: Multiple Choice
HAS VARIABLES: False
LEARNING OBJECTIVES: AIBP.OGUI.19.5-2
NATIONAL STANDARDS: United States – BUSPROG: Diversity
STATE STANDARDS: United States – OH – DISC: Customer
KEYWORDS: Bloom’s: Knowledge
DATE CREATED: 12/13/2017 4:11 AM
DATE MODIFIED: 12/13/2017 4:13 AM

60. Which of the following is true of culture?
a. If you are in the ad business, you are in the culture business.
b. It is purely national or global.
c. It is most visible to those who are immersed in it.
d. It is always geographic.
ANSWER: a
POINTS: 1
DIFFICULTY: Moderate
QUESTION TYPE: Multiple Choice
HAS VARIABLES: False
LEARNING OBJECTIVES: AIBP.OGUI.19.5-2
NATIONAL STANDARDS: United States – BUSPROG: Diversity
STATE STANDARDS: United States – OH – DISC: Marketing Plan
KEYWORDS: Bloom’s: Comprehension
DATE CREATED: 12/13/2017 4:13 AM
DATE MODIFIED: 12/13/2017 4:15 AM

61. A commercial for roses says that it’s not Valentine’s Day unless there are flowers for a gift to women, and it’s not a Valentine’s Day dinner without these florist’s roses. This ad attempts to tie the product to a:
a. social attitude.
b. purchasing habit.
c. cultural ritual.
d. social class.
ANSWER: c
POINTS: 1
DIFFICULTY: Challenging
QUESTION TYPE: Multiple Choice
HAS VARIABLES: False
LEARNING OBJECTIVES: AIBP.OGUI.19.5-2
NATIONAL STANDARDS: United States – BUSPROG: Diversity
STATE STANDARDS: United States – OH – DISC: Promotion
KEYWORDS: Bloom’s: Application
DATE CREATED: 12/13/2017 4:15 AM
DATE MODIFIED: 12/13/2017 4:17 AM

62. A person’s standing in American society is often based on social stratification, which reflects the systematic
inequalities within that society regarding:
a. caste and gender.
b. cultural engagement and emotional intelligence.
c. wealth, power, education, and status.
d. religious beliefs, morals, and values.
ANSWER: c
POINTS: 1
DIFFICULTY: Easy
QUESTION TYPE: Multiple Choice
HAS VARIABLES: False
LEARNING OBJECTIVES: AIBP.OGUI.19.5-2
NATIONAL STANDARDS: United States – BUSPROG: Diversity
STATE STANDARDS: United States – OH – DISC: Marketing Plan
KEYWORDS: Bloom’s: Knowledge
DATE CREATED: 12/13/2017 4:17 AM
DATE MODIFIED: 12/13/2017 4:19 AM

63. Which of the following is stratification based on?
a. Political beliefs
b. Emotional intelligence
c. Religious beliefs
d. Income
ANSWER: d
POINTS: 1
DIFFICULTY: Easy
QUESTION TYPE: Multiple Choice
HAS VARIABLES: False
LEARNING OBJECTIVES: AIBP.OGUI.19.5-2
NATIONAL STANDARDS: United States – BUSPROG: Diversity
STATE STANDARDS: United States – OH – DISC: Marketing Plan
KEYWORDS: Bloom’s: Knowledge
DATE CREATED: 12/13/2017 4:19 AM
DATE MODIFIED: 12/13/2017 4:21 AM

64. One of the main reasons why social class may not be completely reliable in predicting the preferences and tastes of
Americans is that:
a. it has little to do with demographics.
b. it has a hierarchical structure and involves assigned membership.
c. many people with a huge range of income call themselves “middle class.”
d. is static, unchanging, and permanent.
ANSWER: c
POINTS: 1
DIFFICULTY: Moderate
QUESTION TYPE: Multiple Choice
HAS VARIABLES: False
LEARNING OBJECTIVES: AIBP.OGUI.19.5-2
NATIONAL STANDARDS: United States – BUSPROG: Diversity
STATE STANDARDS: United States – OH – DISC: Customer
KEYWORDS: Bloom’s: Comprehension
DATE CREATED: 12/13/2017 4:21 AM
DATE MODIFIED: 12/13/2017 4:23 AM

65. Related to the way a consumer’s culture shapes his or her tastes and preferences is the concept of cultural capital.
This refers to the:
a. value that a culture places on certain consumption practices and objects.
b. particular pattern of consumption that depends on fiscal stability.
c. financial investment needed to create a brand.
d. monetary value of a brand in a particular area.
ANSWER: a
POINTS: 1
DIFFICULTY: Moderate
QUESTION TYPE: Multiple Choice
HAS VARIABLES: False
LEARNING OBJECTIVES: AIBP.OGUI.19.5-2
NATIONAL STANDARDS: United States – BUSPROG: Analytic
STATE STANDARDS: United States – OH – DISC: Marketing Plan
KEYWORDS: Bloom’s: Comprehension
DATE CREATED: 12/13/2017 4:23 AM
DATE MODIFIED: 12/13/2017 4:25 AM

66. A designer purse, used by a celebrity, would have .
a. high cultural capital
b. high social capital
c. low inelasticity of demand
d. low economies of scale
ANSWER: a
POINTS: 1
DIFFICULTY: Moderate
QUESTION TYPE: Multiple Choice
HAS VARIABLES: False
LEARNING OBJECTIVES: AIBP.OGUI.19.5-2
NATIONAL STANDARDS: United States – BUSPROG: Analytic
STATE STANDARDS: United States – OH – DISC: Product
KEYWORDS: Bloom’s: Application
DATE CREATED: 12/13/2017 4:25 AM
DATE MODIFIED: 12/13/2017 4:27 AM

67. Advertisers understand the child or children leaves home, the consumption patterns of the family changes. This planning criterion is known as .
a. cultural capital
b. a life-stage variable
c. stratification
d. accessibility bonus
ANSWER: b
POINTS: 1
DIFFICULTY: Moderate
QUESTION TYPE: Multiple Choice
HAS VARIABLES: False
LEARNING OBJECTIVES: AIBP.OGUI.19.5-2
NATIONAL STANDARDS: United States – BUSPROG: Analytic
STATE STANDARDS: United States – OH – DISC: Strategy
KEYWORDS: Bloom’s: Comprehension
DATE CREATED: 12/13/2017 4:27 AM
DATE MODIFIED: 12/13/2017 4:29 AM

68. Which of the following is true about gender?
a. Advertisers have been reluctant to communicate to men and women in different ways.
b. Gender is unequally distributed across income.
c. Advertisers often find gender issues overly sensitive and tend to avoid them.
d. There are no differences between men and women if they are the products of differential socialization.
ANSWER: b
POINTS: 1
DIFFICULTY: Moderate
QUESTION TYPE: Multiple Choice
HAS VARIABLES: False
LEARNING OBJECTIVES: AIBP.OGUI.19.5-2
NATIONAL STANDARDS: United States – BUSPROG: Analytic
STATE STANDARDS: United States – OH – DISC: Customer
KEYWORDS: Bloom’s: Comprehension
DATE CREATED: 12/13/2017 4:29 AM
DATE MODIFIED: 12/13/2017 4:31 AM

69. _____ are groups of consumers who feel a commonality and a shared purpose attached to a consumer good or service.
a. Brand ambassadors
b. Trend setters
c. Trade channels
d. Brand communities
ANSWER: d
POINTS: 1
DIFFICULTY: Easy
QUESTION TYPE: Multiple Choice
HAS VARIABLES: False
LEARNING OBJECTIVES: AIBP.OGUI.19.5-2
NATIONAL STANDARDS: United States – BUSPROG: Analytic
STATE STANDARDS: United States – OH – DISC: Customer
KEYWORDS: Bloom’s: Knowledge
DATE CREATED: 12/13/2017 4:31 AM
DATE MODIFIED: 12/13/2017 4:33 AM

70. Advertisements—like books, movies, posters, and paintings—can act as sociocultural “texts” that are read and interpreted by consumers. In this case, advertising:
a. is an entity separate from mass media.
b. relies largely on words rather than images.
c. helps to transmit meaning within a culture.
d. lacks giving products a social meaning.
ANSWER: c
POINTS: 1
DIFFICULTY: Moderate
QUESTION TYPE: Multiple Choice
HAS VARIABLES: False
LEARNING OBJECTIVES: AIBP.OGUI.19.5-2
NATIONAL STANDARDS: United States – BUSPROG: Reflective Thinking
STATE STANDARDS: United States – OH – DISC: Promotion
KEYWORDS: Bloom’s: Comprehension
DATE CREATED: 12/13/2017 4:34 AM
DATE MODIFIED: 12/13/2017 4:35 AM

71. Effective ads turn mere products into actual brands by:
a. giving them cultural meaning.
b. keeping prices lower than those of competitors.
c. offering discounts and sales.
d. repeating the message in more than one medium.
ANSWER: a
POINTS: 1
DIFFICULTY: Moderate
QUESTION TYPE: Multiple Choice
HAS VARIABLES: False
LEARNING OBJECTIVES: AIBP.OGUI.19.5-2
NATIONAL STANDARDS: United States – BUSPROG: Diversity
STATE STANDARDS: United States – OH – DISC: International Perspective
KEYWORDS: Bloom’s: Comprehension
DATE CREATED: 12/13/2017 4:36 AM
DATE MODIFIED: 12/13/2017 4:37 AM

72. Ads become part of our everyday landscape, language, and reality as a result of many people:
a. being subjected to taste.
b. being somewhat involved in purchasing decisions.
c. picking up and adopting their phrases, ideas, slogans, and agendas.
d. buying certain, selective products based on chance.
ANSWER: c
POINTS: 1
DIFFICULTY: Moderate
QUESTION TYPE: Multiple Choice
HAS VARIABLES: False
LEARNING OBJECTIVES: AIBP.OGUI.19.5-2
NATIONAL STANDARDS: United States – BUSPROG: Analytic
STATE STANDARDS: United States – OH – DISC: Promotion
KEYWORDS: Bloom’s: Comprehension
DATE CREATED: 12/13/2017 4:37 AM
DATE MODIFIED: 12/13/2017 4:39 AM

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.

73. (Scenario 5-1) Gap’s logo had been extremely popular, and most of its customers had recognized and used their products for years. This is an example of .
a. brand loyalty
b. variety seeking
c. advertising clutter
d. cognitive dissonance
ANSWER: a
POINTS: 1
DIFFICULTY: Challenging
QUESTION TYPE: Multiple Choice
HAS VARIABLES: False
PREFACE NAME: New Preface
LEARNING OBJECTIVES: AIBP.OGUI.19.5-2
NATIONAL STANDARDS: United States – BUSPROG: Reflective thinking
STATE STANDARDS: United States – OH – DISC: Customer
KEYWORDS: Bloom’s: Application
DATE CREATED: 12/13/2017 4:39 AM
DATE MODIFIED: 12/13/2017 4:42 AM

74. (Scenario 5-1) Gap’s loyal customers generally believed the company’s products were high-end and sophisticated. Judging by the initial responses, consumers felt Gap’s new logo represented low-end products, and would, therefore, appeal to a lower social class. This concept of differing social levels is called:
a. cognitive dissonance.
b. advertising clutter.
c. stratification.
d. cultural capital.
ANSWER: c
POINTS: 1
DIFFICULTY: Challenging
QUESTION TYPE: Multiple Choice
HAS VARIABLES: False
LEARNING OBJECTIVES: AIBP.OGUI.19.5-2
NATIONAL STANDARDS: United States – BUSPROG: Reflective Thinking
STATE STANDARDS: United States – OH – DISC: Customer
KEYWORDS: Bloom’s: Application
DATE CREATED: 12/13/2017 4:42 AM
DATE MODIFIED: 12/13/2017 4:44 AM

75. (Scenario 5-1) Facebook played an important role in Gap reversing its decision to change the company logo. 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:
a. need state.
b. brand community.
c. internal search.
d. reaction to advertising clutter.
ANSWER: b
POINTS: 1
DIFFICULTY: Moderate
QUESTION TYPE: Multiple Choice
HAS VARIABLES: False
LEARNING OBJECTIVES: AIBP.OGUI.19.5-1
NATIONAL STANDARDS: United States – BUSPROG: Reflective Thinking
STATE STANDARDS: United States – OH – DISC: Customer
KEYWORDS: Bloom’s: Application
DATE CREATED: 12/13/2017 4:44 AM
DATE MODIFIED: 12/13/2017 4:46 AM

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 began facing stiff competition from Google’s Android software and Samsung. The problem for Apple was that its competition, primarily phones powered by Android operating systems, largely outnumbered the iPhone in terms of available options. In the U.S. alone, there were over twenty smartphones that run on the Android operating system, compared to Apple’s one iPhone. 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.

76. (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:
a. an emotional benefit.
b. a functional benefit.
c. a taste state.
d. cognitive dissonance.
ANSWER: a
POINTS: 1
DIFFICULTY: Moderate
QUESTION TYPE: Multiple Choice
HAS VARIABLES: False
PREFACE NAME: New Preface
LEARNING OBJECTIVES: AIBP.OGUI.19.5-1
NATIONAL STANDARDS: United States – BUSPROG: Reflective Thinking
STATE STANDARDS: United States – OH – DISC: Customer
KEYWORDS: Bloom’s: Application
DATE CREATED: 12/13/2017 4:46 AM
DATE MODIFIED: 12/13/2017 4:49 AM

77. (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 Apple, Samsung and Google are good options. This is an example of .
a. a need state
b. stratification
c. an evoked set
d. cognitive dissonance
ANSWER: c
POINTS: 1
DIFFICULTY: Challenging
QUESTION TYPE: Multiple Choice
HAS VARIABLES: False
LEARNING OBJECTIVES: AIBP.OGUI.19.5-1
NATIONAL STANDARDS: United States – BUSPROG: Reflective Thinking
STATE STANDARDS: United States – OH – DISC: Customer
KEYWORDS: Bloom’s: Application
DATE CREATED: 12/13/2017 4:49 AM
DATE MODIFIED: 12/13/2017 4:51 AM

78. (Scenario 5-2) While searching for a phone with the best camera, Rosie finds seven different advertisements stating that their phones have great camera features when compared to others. Rosie is now confused about which brand to choose. This is an example of .
a. advertising clutter
b. stratification
c. predecisional distortion
d. life-stage variables
ANSWER: a
POINTS: 1
DIFFICULTY: Challenging
QUESTION TYPE: Multiple Choice
HAS VARIABLES: False
LEARNING OBJECTIVES: AIBP.OGUI.19.5-2
NATIONAL STANDARDS: United States – BUSPROG: Reflective thinking
STATE STANDARDS: United States – OH – DISC: Customer
KEYWORDS: Bloom’s: Application
DATE CREATED: 12/13/2017 4:52 AM
DATE MODIFIED: 12/13/2017 4:54 AM

79. (Scenario 5-2) After purchasing a phone, Kathy 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 .
a. predecisional distortion
b. life-stage variables
c. cognitive dissonance
d. a need state
ANSWER: c
POINTS: 1
DIFFICULTY: Challenging
QUESTION TYPE: Multiple Choice
HAS VARIABLES: False
LEARNING OBJECTIVES: AIBP.OGUI.19.5-1
NATIONAL STANDARDS: United States – BUSPROG: Reflective Thinking
STATE STANDARDS: United States – OH – DISC: Customer
KEYWORDS: Bloom’s: Application
DATE CREATED: 12/13/2017 4:54 AM
DATE MODIFIED: 12/13/2017 4:56 AM

Scenario 5-3
While grocery shopping, Tina selects items that she regularly buys because she knows they taste good and she has used them for years. However, the usual Kraft cheese that she buys is not available, so she buys a similar brand of cheese that she hasn’t tried but has heard of before. Kraft cheese, being a popular brand, has managed to make itself known, and when most of the customers shopping at the store were asked which cheese they bought, most of them stated Kraft almost immediately.

80. (Scenario 5-3) When Tina finds out that Kraft 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 cheese. This is an example of .
a. extended problem solving
b. limited problem solving
c. stratification
d. electronic word-of-mouth
ANSWER: b
POINTS: 1
DIFFICULTY: Challenging
QUESTION TYPE: Multiple Choice
HAS VARIABLES: False
PREFACE NAME: New Preface
LEARNING OBJECTIVES: AIBP.OGUI.19.5-2
NATIONAL STANDARDS: United States – BUSPROG: Reflective Thinking
STATE STANDARDS: United States – OH – DISC: Customer
KEYWORDS: Bloom’s: Application
DATE CREATED: 12/13/2017 4:57 AM
DATE MODIFIED: 12/13/2017 5:01 AM

81. (Scenario 5-3) The management had asked all store managers to check with their customers which cheese they preferred and thought was popular. When customers were asked this question, they quickly said Kraft because they thought it has a huge market share. Kraft cheese has created a(n) .
a. accessibility bonus
b. external search
c. process of variety seeking
d. cognitive dissonance
ANSWER: a
POINTS: 1
DIFFICULTY: Challenging
QUESTION TYPE: Multiple Choice
HAS VARIABLES: False
LEARNING OBJECTIVES: AIBP.OGUI.19.5-2
NATIONAL STANDARDS: United States – BUSPROG: Reflective Thinking
STATE STANDARDS: United States – OH – DISC: Customer
KEYWORDS: Bloom’s: Application
DATE CREATED: 12/13/2017 5:01 AM
DATE MODIFIED: 12/13/2017 5:03 AM

82. (Scenario 5-3) When Tina saw that the cheese was out of stock, she thought of Porky’s and Cubby Cow’s cheese, because she had tried them before. This is an example of .
a. an external search
b. an internal search
c. cognitive dissonance
d. conversion
ANSWER: b
POINTS: 1
DIFFICULTY: Moderate
QUESTION TYPE: Multiple Choice
HAS VARIABLES: False
LEARNING OBJECTIVES: AIBP.OGUI.19.5-1
NATIONAL STANDARDS: United States – BUSPROG: Reflective Thinking
STATE STANDARDS: United States – OH – DISC: Customer
KEYWORDS: Bloom’s: Application
DATE CREATED: 12/13/2017 5:04 AM
DATE MODIFIED: 12/13/2017 5:07 AM

83. (Scenario 5-3) Kraft cheese tries to get its customers to buy its cheese more than once. This is an example of _____.
a. extended problem solving
b. low involvement
c. conversion
d. an accessibility bonus
ANSWER: c
POINTS: 1
DIFFICULTY: Challenging
QUESTION TYPE: Multiple Choice
HAS VARIABLES: False
LEARNING OBJECTIVES: AIBP.OGUI.19.5-1
NATIONAL STANDARDS: United States – BUSPROG: Reflective Thinking
STATE STANDARDS: United States – OH – DISC: Customer
KEYWORDS: Bloom’s: Application
DATE CREATED: 12/13/2017 5:07 AM
DATE MODIFIED: 12/13/2017 5:09 AM

Scenario 5-4
Sing, a motorcycle manufacturer aims to make its slogan “Sing Motorcycling” 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. The firm has a large number of customers who think it manufactures the best and there is no other manufacturer better.

84. (Scenario 5-4) Sing advertises its slogan in a way that people will immediately associate it with its motorcycles. Sing is using advertising which involves the ____.
a. episodic memory
b. emotional memory
c. iconic memory
d. semantic memory
ANSWER: d
POINTS: 1
DIFFICULTY: Moderate
QUESTION TYPE: Multiple Choice
HAS VARIABLES: False
PREFACE NAME: New Preface
LEARNING OBJECTIVES: AIBP.OGUI.19.5-2
NATIONAL STANDARDS: United States – BUSPROG: Reflective Thinking
STATE STANDARDS: United States – OH – DISC: Customer
KEYWORDS: Bloom’s: Application
DATE CREATED: 12/13/2017 5:09 AM
DATE MODIFIED: 12/13/2017 5:12 AM

85. (Scenario 5-4) A lot of fans have joined Sing’s social media page. This is an example of a .
a. life-stage variable
b. variety seeking process
c. brand community
d. advertising clutter
ANSWER: c
POINTS: 1
DIFFICULTY: Moderate
QUESTION TYPE: Multiple Choice
HAS VARIABLES: False
LEARNING OBJECTIVES: AIBP.OGUI.19.5-2
NATIONAL STANDARDS: United States – BUSPROG: Reflective Thinking
STATE STANDARDS: United States – OH – DISC: Customer
KEYWORDS: Bloom’s: Application
DATE CREATED: 12/13/2017 5:13 AM
DATE MODIFIED: 12/13/2017 5:15 AM

86. (Scenario 5-4) Sing has a large number of people who think that they have the best motorcycles in the industry. They think of them whenever they want to buy one. This is an example of .
a. brand loyalty
b. cognitive dissonance
c. variety seeking
d. stratification
ANSWER: a
POINTS: 1
DIFFICULTY: Moderate
QUESTION TYPE: Multiple Choice
HAS VARIABLES: False
LEARNING OBJECTIVES: AIBP.OGUI.19.5-2
NATIONAL STANDARDS: United States – BUSPROG: Reflective Thinking
STATE STANDARDS: United States – OH – DISC: Customer
KEYWORDS: Bloom’s: Application
DATE CREATED: 12/13/2017 5:15 AM
DATE MODIFIED: 12/13/2017 5:17 AM

87. (Scenario 5-4) Tony is about to buy a limited edition motorcycle from Sing. It is most likely that Tony is a _______________ consumer, since this will be his family’s third purchase from Sing.
a. advertising clutter
b. high involvement
c. cognitive dissonance
d. limited problem solving
ANSWER: b
POINTS: 1
DIFFICULTY: Challenging
QUESTION TYPE: Multiple Choice
HAS VARIABLES: False
LEARNING OBJECTIVES: AIBP.OGUI.19.5-2
NATIONAL STANDARDS: United States – BUSPROG: Reflective Thinking
STATE STANDARDS: United States – OH – DISC: Customer
KEYWORDS: Bloom’s: Application
DATE CREATED: 12/13/2017 5:33 AM
DATE MODIFIED: 12/13/2017 5:35 AM

88. (Scenario 5-4) The people of Sing believe that if a person drives a motorcycle means, that person can afford a lifestyle of getaways and the most expensive motorcycle on the market. It is most likely that owning a motorcycle by Sing would have ________.
a. high cultural capital
b. inequality of demand
c. low economies of scale
d. low involvement
ANSWER: a
POINTS: 1
DIFFICULTY: Moderate
QUESTION TYPE: Multiple Choice
HAS VARIABLES: False
LEARNING OBJECTIVES: AIBP.OGUI.19.5-2
NATIONAL STANDARDS: United States – BUSPROG: Reflective Thinking
STATE STANDARDS: United States – OH – DISC: Customer
KEYWORDS: Bloom’s: Application
DATE CREATED: 12/13/2017 5:35 AM
DATE MODIFIED: 12/13/2017 5:49 AM

Scenario 5-5
Ben was preparing to host a graduation party for his friends and relatives when he suddenly realized that he did not have a grill for the barbeque his friends wanted. Having never purchased a grill before, he 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, he settled on a Grillmate model that cost $240.

89. (Scenario 5-5) The consumption process for the grill began when Ben:
a. brought home a blender from the store.
b. identified the criteria he would use to look for blenders.
c. made a mental list of the brands he would consider.
d. realized he did not have a blender for the party.
ANSWER: d
POINTS: 1
DIFFICULTY: Challenging
QUESTION TYPE: Multiple Choice
HAS VARIABLES: False
PREFACE NAME: New Preface
LEARNING OBJECTIVES: AIBP.OGUI.19.5-1
NATIONAL STANDARDS: United States – BUSPROG: Reflective Thinking
STATE STANDARDS: United States – OH – DISC: Customer
KEYWORDS: Bloom’s: Application
DATE CREATED: 12/13/2017 5:50 AM
DATE MODIFIED: 12/13/2017 5:53 AM

90. (Scenario 5-5) Ben realized that he did not have a grill for the party. This is an example of .
a. an information search
b. an alternative evaluation
c. cognitive dissonance
d. a need state
ANSWER: d
POINTS: 1
DIFFICULTY: Moderate
QUESTION TYPE: Multiple Choice
HAS VARIABLES: False
LEARNING OBJECTIVES: AIBP.OGUI.19.5-1
NATIONAL STANDARDS: United States – BUSPROG: Reflective Thinking
STATE STANDARDS: United States – OH – DISC: Customer
KEYWORDS: Bloom’s: Application
DATE CREATED: 12/13/2017 5:53 AM
DATE MODIFIED: 12/13/2017 5:56 AM

91. (Scenario 5-5) Ben asked his friends for suggestions on which brand of grill he should purchase. This is an example of:
a. need recognition.
b. postpurchase use.
c. top of mind awareness.
d. information search.
ANSWER: d
POINTS: 1
DIFFICULTY: Challenging
QUESTION TYPE: Multiple Choice
HAS VARIABLES: False
LEARNING OBJECTIVES: AIBP.OGUI.19.5-1
NATIONAL STANDARDS: United States – BUSPROG: Reflective Thinking
STATE STANDARDS: United States – OH – DISC: Customer
KEYWORDS: Bloom’s: Application
DATE CREATED: 12/13/2017 5:56 AM
DATE MODIFIED: 12/13/2017 5:59 AM

92. (Scenario 5-5) Which of the following best describes Ben’s mode of consumer decision making in buying a grill?
a. Limited problem solving
b. Low involvement
c. Extended problem solving
d. Predecisional distortion
ANSWER: c
POINTS: 1
DIFFICULTY: Challenging
QUESTION TYPE: Multiple Choice
HAS VARIABLES: False
LEARNING OBJECTIVES: AIBP.OGUI.19.5-2
NATIONAL STANDARDS: United States – BUSPROG: Reflective Thinking
STATE STANDARDS: United States – OH – DISC: Customer
KEYWORDS: Bloom’s: Application
DATE CREATED: 12/13/2017 6:02 AM
DATE MODIFIED: 12/13/2017 6:05 AM

93. (Scenario 5-5) Ben mentions to another shopper at the store that low-quality grills are made with more cheap looking parts and high-quality grills have better looking parts. This comment represents Ben’s:
a. beliefs.
b. brand loyalty.
c. brand attitude.
d. habits.
ANSWER: a
POINTS: 1
DIFFICULTY: Moderate
QUESTION TYPE: Multiple Choice
HAS VARIABLES: False
LEARNING OBJECTIVES: AIBP.OGUI.19.5-1
NATIONAL STANDARDS: United States – BUSPROG: Reflective thinking
STATE STANDARDS: United States – OH – DISC: Customer
KEYWORDS: Bloom’s: Application
DATE CREATED: 12/13/2017 6:05 AM
DATE MODIFIED: 12/13/2017 6:08 AM

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. Voice-It’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, Voice It!”

94. (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?
a. Brand loyalty
b. Limited problem solving
c. Extended problem solving
d. Cognitive dissonance
ANSWER: b
POINTS: 1
DIFFICULTY: Challenging
QUESTION TYPE: Multiple Choice
HAS VARIABLES: False
PREFACE NAME: New Preface
LEARNING OBJECTIVES: AIBP.OGUI.19.5-2
NATIONAL STANDARDS: United States – BUSPROG: Reflective Thinking
STATE STANDARDS: United States – OH – DISC: Customer
KEYWORDS: Bloom’s: Application
DATE CREATED: 12/13/2017 6:08 AM
DATE MODIFIED: 12/13/2017 6:13 AM

95. (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 .
a. predecisional distortion
b. cognitive dissonance
c. limited problem solving
d. conversion
ANSWER: d
POINTS: 1
DIFFICULTY: Challenging
QUESTION TYPE: Multiple Choice
HAS VARIABLES: False
LEARNING OBJECTIVES: AIBP.OGUI.19.5-1
NATIONAL STANDARDS: United States – BUSPROG: Reflective Thinking
STATE STANDARDS: United States – OH – DISC: Strategy
KEYWORDS: Bloom’s: Application
DATE CREATED: 12/13/2017 6:14 AM
DATE MODIFIED: 12/13/2017 6:16 AM

96. (Scenario 5-6) Mark feels that Post-its are much more efficient and simpler than Voice-It, so he purchases Post-its instead of the Voice-It product. This is an example of .
a. a predecisional distortion
b. a habit
c. a variety seeking process
d. cognitive dissonance
ANSWER: a
POINTS: 1
DIFFICULTY: Challenging
QUESTION TYPE: Multiple Choice
HAS VARIABLES: False
LEARNING OBJECTIVES: AIBP.OGUI.19.5-2
NATIONAL STANDARDS: United States – BUSPROG: Reflective Thinking
STATE STANDARDS: United States – OH – DISC: Custome
KEYWORDS: Bloom’s: Application
DATE CREATED: 12/13/2017 6:33 AM
DATE MODIFIED: 12/13/2017 6:35 AM

97. (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 .
a. a high cultural capital
b. low brand loyalty among higher-level managers
c. advertising clutter
d. life-stage variables
ANSWER: a
POINTS: 1
DIFFICULTY: Challenging
QUESTION TYPE: Multiple Choice
HAS VARIABLES: False
LEARNING OBJECTIVES: AIBP.OGUI: 19.5-2
NATIONAL STANDARDS: United States – BUSPROG: Reflective Thinking
STATE STANDARDS: United States – OH – DISC: Customer
KEYWORDS: Bloom’s: Application
DATE CREATED: 12/13/2017 6:35 AM
DATE MODIFIED: 12/13/2017 6:38 AM

98. Discuss the need recognition state of the consumer decision-making process.
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.
POINTS: 1
DIFFICULTY: Moderate
QUESTION TYPE: Essay
HAS VARIABLES: False
LEARNING OBJECTIVES: AIBP.OGUI.19.5-1
NATIONAL STANDARDS: United States – BUSPROG: Analytic
STATE STANDARDS: United States – OH – DISC: Customer
KEYWORDS: Bloom’s: Comprehension
DATE CREATED: 12/13/2017 6:39 AM
DATE MODIFIED: 12/13/2017 6:41 AM

99. What is cognitive dissonance? Discuss how advertisers can prevent dissonance.
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.
POINTS: 1
DIFFICULTY: Moderate
QUESTION TYPE: Essay
HAS VARIABLES: False
LEARNING OBJECTIVES: AIBP.OGUI.19.5-1
NATIONAL STANDARDS: United States – BUSPROG: Analytic
STATE STANDARDS: United States – OH – DISC: Customer
KEYWORDS: Bloom’s: Comprehension
DATE CREATED: 12/13/2017 6:41 AM
DATE MODIFIED: 12/13/2017 6:43 AM

100. 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.
POINTS: 1
DIFFICULTY: Challenging
QUESTION TYPE: Essay
HAS VARIABLES: False
LEARNING OBJECTIVES: AIBP.OGUI.19.5-2
NATIONAL STANDARDS: United States – BUSPROG: Analytic
STATE STANDARDS: United States – OH – DISC: Customer
KEYWORDS: Bloom’s: Analysis
DATE CREATED: 12/13/2017 6:43 AM
DATE MODIFIED: 12/13/2017 6:45 AM

101. Discuss how emotion plays an important role in consumer behavior.
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.
POINTS: 1
DIFFICULTY: Moderate
QUESTION TYPE: Essay
HAS VARIABLES: False
LEARNING OBJECTIVES: AIBP.OGUI.19.5-2
NATIONAL STANDARDS: United States – BUSPROG: Analytic
STATE STANDARDS: United States – OH – DISC: Customer
KEYWORDS: Bloom’s: Comprehension
DATE CREATED: 12/13/2017 6:45 AM
DATE MODIFIED: 12/13/2017 6:47 AM

102. Discuss culture as a major component in consumers’ lives.
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.
POINTS: 1
DIFFICULTY: Moderate
QUESTION TYPE: Essay
HAS VARIABLES: False
LEARNING OBJECTIVES: AIBP.OGU: 19.5-2
NATIONAL STANDARDS: United States – BUSPROG: Diversity
STATE STANDARDS: United States – OH – DISC: International Perspective
KEYWORDS: Bloom’s: Comprehension
DATE CREATED: 12/13/2017 6:48 AM
DATE MODIFIED: 12/13/2017 6:50 AM

103. Describe how ads transmit meaning.
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.
POINTS: 1
DIFFICULTY: Moderate
QUESTION TYPE: Essay
HAS VARIABLES: False
LEARNING OBJECTIVES: AIBP.OGUI: 19.5-2
NATIONAL STANDARDS: United States – BUSPROG: Analytic
STATE STANDARDS: United States – OH – DISC: Promotion
KEYWORDS: Bloom’s: Comprehension
DATE CREATED: 12/13/2017 7:25 AM
DATE MODIFIED: 12/13/2017 7:27 AM

104. What is an evoked set, and why is it important to advertisers and those working in IBP?
ANSWER: An evoked set is the set of brands or even choices that a consumer makes to help narrow a decision. For instance, car shopping is overwhelming, so the consumer narrows it down to either a Ford or a Chevy or a Kia. Advertisers are interested in consumer’s choice sets, so they can identify both who is a potential customer to serve targeted ads to and also who competitors really are, so their ad messages can even parlay against them.
POINTS: 1
DIFFICULTY: Moderate
QUESTION TYPE: Essay
HAS VARIABLES: False
LEARNING OBJECTIVES: AIBP.OGUI: 19.5-2
NATIONAL STANDARDS: United States – BUSPROG: Analytic
STATE STANDARDS: United States – OH – DISC: Promotion
KEYWORDS: Bloom’s: Comprehension
DATE CREATED: 12/13/2017 7:27 AM
DATE MODIFIED: 12/13/2017 7:29 AM