Advertising and Integrated Brand Promotion, International Edition 5th Edition Thomas O'Guinn - Test Bank
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Advertising and Integrated Brand Promotion, International Edition 5th Edition Thomas O'Guinn - Test Bank

Advertising and Integrated Brand Promotion, International Edition 5th Edition Thomas O'Guinn - Test Bank   Instant Download - Complete Test Bank With Answers     Sample Questions Are Posted Below   Chapter 5 - Advertising, Integrated Brand Promotion, and Consumer Behavior TRUE/FALSE 1.When researchers study consumer behavior, they study a process that begins with the …

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Advertising and Integrated Brand Promotion, International Edition 5th Edition Thomas O’Guinn – Test Bank

 

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Sample Questions Are Posted Below

 

Chapter 5 – Advertising, Integrated Brand Promotion, and Consumer Behavior
TRUE/FALSE
1.When researchers study consumer behavior, they study a process that begins with the perception of a need and ends with the post-purchase product evaluation.
ANS: T DIF: Easy REF: p. 153 OBJ: 5-1
TYP: Knowledge
2.Advertising can activate a need state. It can also provide information on how to alleviate the discomfort of an existing unfulfilled need.
ANS: T DIF: Moderate REF: p. 154 OBJ: 5-1
TYP:Comprehension
3.Consumption episodes form from the sequence of four stages: need recognition, information search, alternative evaluation, and purchase.
ANS: F DIF: Moderate REF: p. 153-54 OBJ: 5-1
TYP:Comprehension
4.Emotional benefits from a product or service are derived from the intangible characteristics of that product or service and are strong factors in purchase decisions,.
ANS: T DIF: Moderate REF: p. 154 OBJ: 5-1
TYP:Comprehension
5.Advertising cannot affect an internal search. However, it can be a very effective tool once a consumer begins an external search.
ANS: F DIF: Moderate REF: p. 156 OBJ: 5-1
TYP:Comprehension
6.Evaluative criteria are the shared attributes of the products within an evaluation set.
ANS: T DIF: Moderate REF: p. 157 OBJ: 5-1
TYP: Knowledge
7.After Mary purchased a Mercedes Benz, she nervously questioned her decision; she experienced cognitive dissonance.
ANS: T DIF: Difficult REF: p. 158 OBJ: 5-1
TYP: Application
8.Involvement levels are higher among product categories for any given individual for whom the brands have symbolic or self-expressive meaning.
ANS: T DIF: Difficult REF: p. 159 OBJ: 5-2
TYP:Comprehension
9.Involvement and prior experience combine to give four types of consumer decision making also termed problem solving.
ANS: T DIF: Difficult REF: p. 160 OBJ: 5-2
TYP:Comprehension
10.A consumer is inexperienced in a product category. Because the purchase of this particular type of product is very involving for her, she is engaging in extended problem solving.
ANS: T DIF: Moderate REF: p. 162 OBJ: 5-2
TYP:Comprehension
11.While habitual purchases are often consumption simplifiers, brand loyalty is the result of commitment to a specific brand time after time.
ANS: T DIF: Easy REF: p. 162 OBJ: 5-2
TYP: Knowledge
12.Consumers demonstrate brand loyalty when they repeatedly purchase a single brand solely because it fulfills a specific functional need.
ANS: F DIF: Moderate REF: p. 163 OBJ: 5-2
TYP:Comprehension
13.For a thought to be considered a brand attitude, it must be based on personal experience.
ANS: F DIF: Moderate REF: p. 164 OBJ: 5-3
TYP: Knowledge
14.Beliefs are the accumulation of knowledge and feelings a person has about a brand or an object or an issue – either factual or self-serving.
ANS: T DIF: Moderate REF: p. 164 OBJ: 5-3
TYP:Comprehension
15.MAAMS stands for Mothers’ Attribute Attitude toward Models and is a framework used to assess consumers beliefs about advertising.
ANS: F DIF: Moderate REF: p. 166 OBJ: 5-3
TYP: Knowledge
16.The multi-attribute attitude model contains four components: evaluative criteria, importance weights, consideration set, and beliefs.
ANS: T DIF: Moderate REF: p. 166 OBJ: 5-3
TYP: Knowledge
17.There are two obstacles to overcome if a message is to have its intended effect: Consumer resistance to changing previously satisfactory beliefs and which medium is used to deliver the message.
ANS: F DIF: Moderate REF: p. 167 OBJ: 5-3
TYP:Comprehension
18.Selective attention is the least important of several perceptual defenses consumers employ to simplify and control their ad processing activities.
ANS: F DIF: Moderate REF: p. 168 OBJ: 5-3
TYP:Comprehension
19.The elaboration likelihood model of information processing (ELM) includes two paths to a consumer’s attitude change, a central, low involvement route and a peripheral high involvement route.
ANS: F DIF: Moderate REF: p. 169 OBJ: 5-3
TYP: Knowledge
20.Viewing the consumer as a social being whose ways of viewing brands is broader than information processing focuses advertisers on the meanings consumers associate with branded products.
ANS: T DIF: Moderate REF: p. 173 OBJ: 5-4
TYP: Knowledge
21.Advertisements that are not consistent with the values of a people are likely to be rejected.
ANS: T DIF: Easy REF: p. 175 OBJ: 5-4
TYP: Knowledge
22.Rituals are things done in a certain way – not randomly. Members of a culture tend to do them one way and members of a different culture do them another way.
ANS: T DIF: Moderate REF: p. 177 OBJ: 5-5
TYP: Knowledge
23.Social class, race, ethnicity, gender, life stage, and even knowledge are ways in which a culture is stratified by systematic inequalities that affect social standing.
ANS: T DIF: Moderate REF: p. 178 OBJ: 5-5
TYP: Knowledge
24.Celebrity is a unique sociological concept in which public images of prominent people often provide models which consumers use to express their own identities.
ANS: T DIF: Moderate REF: p. 182 OBJ: 5-5
TYP: Application
25.When Bob, owner of a Chicago Burger King, and Ted, owner of a Detroit Burger King, experience a sense of connectedness by virtue of their common ownership, a brand community exists.
ANS: T DIF: Moderate REF: p. 188 OBJ: 5-5
TYP: Application
MULTIPLE CHOICE
1.Consumer behavior includes
a. systematic ways in which consumers go about obtaining products and services.
b. consumers as active interpreters of the meanings of objects and advertising
c. consumers as members of cultures and communities that affect their responses to ads
d. all of these.
ANS: D DIF: Difficult REF: p. 153 OBJ: 5-1
TYP: Knowledge
2.Which of the following is NOT one of the basic stages of the consumer decision process?
a. need recognition
b. decision dilemma
c. information search and alternative evaluation
d. post purchase and evaluation
ANS: B DIF: Easy REF: p. 153 OBJ: 5-1
TYP: Knowledge
3.Mental discomfort or anxiety that motivates action in the consumer occurs during the ____ stage of the consumer decision process.
a. need recognition
b. decision dilemma
c. information search and alternative evaluation
d. post purchase use and evaluation
ANS: A DIF: Easy REF: p. 154 OBJ: 5-1
TYP: Knowledge
4.Which of the following is typically the first option for consumers to engage in as they move toward a product purchase?
a. develop a consideration set
b. determine evaluative criteria to use
c. conduct an external search for information
d. conduct an internal search for information
ANS: D DIF: Moderate REF: p. 156 OBJ: 5-1
TYP:Comprehension
5.Consumers may choose products that provide pleasure, avoid guilt, or relieve fear by seeking out products that offer ____.
a. low search characteristics
b. high credence qualities
c. ease of external information search
d. emotional benefits
ANS: D DIF: Moderate REF: p. 154 OBJ: 5-1
TYP:Comprehension
6.A print advertisement for jelly beans featuring an Easter basket and eggs along with the jellybeans informs the reader “six mouthwatering flavors, none of them ham”. This is an example of an advertisement that is trying to
a. provide a functional benefit.
b. activate a need state.
c. fulfill a fundamental need.
d. alleviate cognitive dissonance about a product.
ANS: B DIF: Moderate REF: p. 154 OBJ: 5-1
TYP: Application
7.Which one of the following benefits of purchasing a premium brand of cat food would not be considered a functional benefit?
a. More cats prefer its taste than that of any other brand.
b. It is fortified with the vitamins cats need.
c. It has an easy-opening, resealable lid.
d. Buying it makes you feel like a more caring cat owner.
ANS: D DIF: Moderate REF: p. 154 OBJ: 5-1
TYP:Comprehension
8.Features of a brand, such as convenience, reliability, durability, and economy, appeal to a consumer’s desire for
a. functional benefits.
b. emotional benefits.
c. esteem.
d. aesthetic satisfaction.
ANS: A DIF: Moderate REF: p. 154 OBJ: 5-1
TYP:Comprehension
9.You have written an advertisement for a swimming pool. The copy is detailed and very informative. In general, this ad would be most appropriate for someone who is
a. performing an internal search.
b. performing an external search.
c. looking for an emotional benefit.
d. trying to fulfill a basic need.
ANS: B DIF: Difficult REF: p. 156-157 OBJ: 5-1
TYP: Application
10.A subset of brands from a particular product category that becomes the focal point of a consumer’s evaluation is a(n)
a. evaluative set.
b. consideration set.
c. brand focus set.
d. cognition set.
ANS: B DIF: Easy REF: p. 156 OBJ: 5-1
TYP: Knowledge
11.Which one of the following statements would most likely be made by someone experiencing cognitive dissonance?
a. “My new Toro lawn mower may cut better, but it’s not as cool looking as the new John Deere mowers.”
b. “I’d really like to buy one of those new Toro lawn mowers, but they’re kind of expensive.”
c. “I sure need a new lawn mower, but I’m too lazy to find out what’s out there.”
d. “Mary says her new Toro lawn mower can really get into tight spaces, but Jim says his is hard to start sometimes.”
ANS: A DIF: Moderate REF: p. 158 OBJ: 5-1
TYP:Comprehension
12.The anxiety or regret that lingers after a consumer makes a difficult purchase decision is referred to as
a. cognitive consistency.
b. evaluative consistency.
c. cognitive dissonance.
d. evaluative state.
ANS: C DIF: Easy REF: p. 158 OBJ: 5-1
TYP: Knowledge
13.”Involvement” in the context of consumer decision making is
a. the symbolic meaning consumers take from brands.
b. a sense of being that brands can give some consumers.
c. the past experience a consumer has with certain brand features.
d. the degree of perceived relevance and personal importance accompanying the choice of a certain product or service within a particular context.
ANS: D DIF: Moderate REF: p. 159 OBJ: 5-2
TYP:Comprehension
14.Many factors contribute to a person’s high degree of involvement with a consumption decision.  Which of the following is an example of such a factor?
a. whether or not the brand is on sale
b. ownership of the brand will help reinforce some aspect of self-image
c. the brand is something bought frequently and inexpensively
d. none of these contribute to high involvement
ANS: B DIF: Moderate REF: p. 159 OBJ: 5-2
TYP:Comprehension
15.In one consumer decision-making mode, when experience and involvement are both low, the consumer is engaging in ____.
a. extended problem solving
b. cognitive dissonance
c. limited problem solving
d. internal information search
ANS: C DIF: Moderate REF: p. 161 OBJ: 5-2
TYP:Comprehension
16.____ is most likely to occur in high involvement decisions where the consumer has a rich prior experience
a. Extended problem solving
b. Brand loyalty
c. Limited problem solving
d. Internal information search
ANS: B DIF: Moderate REF: p. 162 OBJ: 5-2
TYP:Comprehension
17.A consumer decision making mode that is due to the emotional benefits that accompany certain brands is known as ____.
a. extended problem solving
b. variety seeking
c. limited problem solving
d. brand loyalty
ANS: D DIF: Moderate REF: p. 163 OBJ: 5-2
TYP: Knowledge
18.____ is defined as the overall evaluation of any object, person or issue that varies from positive to negative along a continuum.
a. belief
b. bias
c. attitude
d. perception
ANS: C DIF: Moderate REF: p. 164 OBJ: 5-2
TYP: Knowledge
19.____ represent the knowledge and feelings a person has accumulated about a object or issue and can be logical and factual or biased and self-serving.
a. attitudes
b. beliefs
c. insights
d. lessons
ANS: B DIF: Moderate REF: p. 164 OBJ: 5-2
TYP: Knowledge
20.Multi-attribute attitude models (MAAMs) provide a framework for collecting information about how consumers:
a. assess their salient beliefs and attitudes about competitive brands.
b. determine the price willing to be paid by a customer.
c. establish a benchmark for repetitive integration.
d. fulfil the requirement of establishing post purchase anxiety.
ANS: A DIF: Moderate REF: p. 166 OBJ: 5-2
TYP:Comprehension
21.There are two major obstacles that we must overcome if our advertising is to have its intended effect. One is the cognitive consistency impetus, which is
a. the desire to maintain their existing belief system
b. the need for sameness of product features
c. a process by which new information is converted to beliefs
d. habitual purchase behavior.
ANS: A DIF: Moderate REF: p. 167 OBJ: 5-2
TYP:Comprehension
22.Phil is interested in purchasing a Sony Playstation 2 because his friends have one and he has enjoyed playing games at their house, but he distracted by the many ads for other games and other opportunities to spend his money on recreation.  Phil is encountering
a. lackluster inundation.
b. overexposure.
c. advertising clutter.
d. commercialization.
ANS: C DIF: Moderate REF: p. 167 OBJ: 5-2
TYP:Comprehension
23.Mr. Olson picks up one of his wife’s house decorating magazines, and skims through the pages. There are six ads in the magazine for headache remedies, yet he does not stop to read any of the ads because he does not have a headache and he does not need headache relief. The man is experiencing:
a. selective attention.
b. post purchase evaluation.
c. cognitive dissonance.
d. format conceptualization.
ANS: A DIF: Difficult REF: p. 168 OBJ: 5-2
TYP: Application
24.Thoughts that occur to consumers at the exact moment in time when their beliefs and attitude are being challenged by some form of persuasive communication are called
a. brand beliefs.
b. habitual purchase criteria.
c. cognitive responses
d. selective demand preferences.
ANS: C DIF: Moderate REF: p. 169 OBJ: 5-3
TYP: Knowledge
25.The four fundamental components of MAAMs analysis include:
a. internal search; external search; functional benefits; emotional benefits
b. evaluative criteria; importance weights; the consideration set; beliefs
c. extended problem solving; limited problem solving; habit and variety seeking; brand loyalty
d. level of involvement; degree of information search; type of consumer benefits; stage of the decision-making process
ANS: B DIF: Moderate REF: p. 166 OBJ: 5-3
TYP: Knowledge
26.The text tells us something that common sense also tells us: that it is difficult to get people to process a message about a headache remedy when they don’t have a headache.  This problem is a consumer phenomenon called
a. attention deficit disorder
b. selective attention
c. cognitive dissonance
d. involvement
ANS: B DIF: Moderate REF: p. 168 OBJ: 5-3
TYP:Comprehension
27.You are put in charge of marketing a high-performance motorcycle. Being the conscientious sort, you decide to do an MAAM analysis. Which one of the following would your analysis not include?
a. The competition’s strengths and weaknesses
b. Attitudes toward your advertising
c. The importance of various criteria in evaluation
d. Incorrect perceptions regarding the actual performance of your motorcycle
ANS: B DIF: Moderate REF: p. 166 OBJ: 5-3
TYP:Comprehension
28.A model that takes into account consumers involvement levels, information processing, cognitive responses and attitude formation in a single framework is called
a. Multi-attribute attitude model, or MAAM
b. Saliency
c. The elaboration likelihood model, or ELM
d. Selective attention
ANS: C DIF: Moderate REF: p. 169 OBJ: 5-3
TYP:Comprehension
29.Peripheral cues are often used as an attention-getting tool in advertising. Smart advertisers realize they are best used when
a. differences between brands are small.
b. people are involved in extensive decision making.
c. the advertising budget is too small to support other approaches.
d. brand loyalty needs to be challenged.
ANS: A DIF: Difficult REF: p. 171 OBJ: 5-3
TYP: Application
30.The “consumer insights” approach to understanding how advertising works in the real world views
a. social class to be the primary determinant of consumer behavior.
b. community as the source of consumer definitions of quality.
c. meanings to be even more important than attitudes in understanding consumers
d. culture as an artifact of the art of advertising.
ANS: C DIF: Difficult REF: p. 173 OBJ: 5-4
TYP: Knowledge
31.Culture is
a. how “we” do things compared to how “they” do things
b. the total life ways of a people
c. the social legacy an individual receives from a group
d. all of these are aspects of what we define as culture
ANS: D DIF: Moderate REF: p. 174 OBJ: 5-4
TYP: Knowledge
32.Cultural values differ from attitudes in that
a. attitudes are the foundation on which cultural values are built.
b. cultural values are the foundation on which attitudes are built.
c. attitudes affect consumer behavior but cultural values do not.
d. advertising affects cultural values but not attitudes.
ANS: B DIF: Moderate REF: p. 175 OBJ: 5-4
TYP:Comprehension
33.A company that sells charcoal briquettes places an advertisement that says that it’s not the Fourth of July unless there’s a cookout, and it’s not a cookout unless you have plenty of their charcoal. This is an example of a company trying to
a. change a closely held value.
b. attach itself to a core cultural value.
c. become part of a ritual that involves consumption.
d. become part of a habitual ritual.
ANS: C DIF: Difficult REF: p. 176 OBJ: 5-4
TYP: Application
34.Social stratification is based on systematic inequalities in the social system that result from the following not being distributed equally within the society:
a. wealth, power, prestige and status.
b. gender, siblings, and ethnicity.
c. religious beliefs, morals and values.
d. political influence, educational benefits and intelligence.
ANS: A DIF: Moderate REF: p. 178 OBJ: 5-4
TYP: Knowledge
35.Which one of the following statements about social class is not accurate?
a. Social classes are difficult to conceptualize–you can know a lot about a person’s demographics but still not have a full sense of his or her social class.
b. Social class is hierarchical–membership in a social class places you above some people and below others.
c. Different social classes have different values–the same event can be seen very differently by members of different social classes.
d. Social class is static–once you’ve become a member of a social class, you cannot move to another one.
ANS: D DIF: Moderate REF: p. 176 OBJ: 5-5
TYP:Comprehension
36.You’ve been asked to predict the brand of laundry detergent that a college co-ed has in her washroom. You can ask the woman one of the following questions. To maximize your chances of being right, you should ask:
a. “What is the last advertisement for laundry detergent you remember seeing?”
b. “How much money do you make?”
c. “Is laundry detergent a high-involvement purchase for you?”
d. “What brand of laundry detergent do your parents use?”
ANS: D DIF: Difficult REF: p. 181 OBJ: 5-5
TYP: Application
37.Related to how a consumer’s culture shapes his or her tastes and preferences is the concept of Cultural Capital, which is
a. financial investment in creating a brand meaning of clear social significance
b. a particular pattern of consumption that depends on fiscal stability
c. the value that a culture places on certain consumption practices and objects, for example owning a snowboard or a Porsche or flying first class all have cultural capital among certain groups like hipsters or wine snobs
d. the financial value of cultural icons like the Geico Gecko
ANS: C DIF: Difficult REF: p. 180 OBJ: 5-5
TYP: Application
38.Celebrity is a unique sociological concept of particular marketing relevance today.  Current thinking is that celebrities help contemporary consumers
a. develop personal expressions of identity like hair style, the way they think about their bodies, their relationships and their aspirations
b. legitimize the symbolic value of some forms of consumption.
c. avoid lifestyle mistakes
d. reject conspicuous consumption behaviors
ANS: A DIF: Moderate REF: p. 182 OBJ: 5-5
TYP: Knowledge
39.When one examines advertising in a societal context, it’s obvious that gender is related to differences in consumption. Which of the following is true about advertising and gender?
a. advertisers have been reluctant to advertise to men and women in different ways
b. No definitive list of gender differences in consumption exists because the expression of gender depends to such a great degree on situation and social circumstances.
c. advertisers find gender issues too sensitive to deal with and tend to avoid them
d. the differences are obvious to advertising researchers and constitute no problem in creating effective ads
ANS: B DIF: Difficult REF: p. 185 OBJ: 5-5
TYP: Application
40.Community is the term used to describe consumers who belong to a group of people who are similar to them in some important way, and different from those who are not in the community. Which of the following is true of community?
a. It is the quintessential social domain so consumption is inseparable from where we live either physically or metaphorically
b. Community can but need not refer to geographic place
c. Communities can exert a great deal of power over the meaning of a brand to consumers
d. All of these statements are true about community
ANS: D DIF: Difficult REF: p. 187-188 OBJ: 5-5
TYP:Comprehension
41.The book says that advertising, like books, movies, posters and paintings are socio-cultural texts that are read and interpreted by consumers. If so, which of the following is true?
a. Ads try to turn already meaningful images and symbols into messages projected through mass media with the purpose of selling.
b. The consumer determines the ultimate meaning of ads and brands.
c. In linking culture and persuasive messages advertising aids other cultural agendas in the transmission of meaning.
d. All of these statements are true.
ANS: C DIF: Difficult REF: p. 190-191 OBJ: 5-6
TYP:Comprehension
42.Effective ads turn products into brands by
a. describing how they work
b. wrapping them within a certain meaning that comes from the culture
c. reminding consumers that their price is lower than other options the consumer may have
d. frequent repetition of the product’s message in more than one medium
ANS: B DIF: Moderate REF: p. 191 OBJ: 5-6
TYP:Comprehension
Scenario 5-1
At meeting with Snapple distributors in NYC, Cadbury executives unveil new ads/products and stress that the company will work to re-forge strong consumer connections for brand. Cadbury Americas Beverages CEO Gil Cassagne acknowledges, “recently Snapple’s connection with consumers has been slipping (and) performance has been volatile.” Snapple has had some “frustrating issues and setbacks,” but promises improvements and asks distributors for “open mind” and to “believe again.” He declares Cadbury will return “to the roots of what made Snapple, Snapple.” He acknowledges the company doesn’t yet have “all the answers.” But Cassagne promises that the company will work with distributors and declares: “I’m all about winning and you are, too.” He says “winning” means enjoying “above-category profitable growth.”
(“Cadbury Unveils New Snapple Ads and Products.’Believe Again.’ ‘All About Winning.’”, Beverage Digest, October 24, 2004.)
43.(Scenario 5-1) For many years, when people thought of iced tea, they thought of Lipton and Nestea. Therefore, one necessary step toward Snapple’s future success is to
a. rank highest on all iced tea evaluative criteria.
b. develop an emotional benefit.
c. find a series of functional benefits to advertise.
d. become part of the consideration set.
ANS: D DIF: Difficult REF: p. 156 OBJ: 5-1
TYP: Application
44.(Scenario 5-1) Snapple may have an opportunity to increase sales by encouraging variety seeking. Which one of the following characteristics of the Snapple brand situation suggests that this tactic might not be successful?
a. Bottled iced tea is a product category of brands that consumers find involving.
b. Brand selection in this category is commonly habitual.
c. Iced tea is a product for which sensory experience is unimportant.
d. There is little perceived difference between brands.
ANS: A DIF: Moderate REF: p. 161-162 OBJ: 5-2
TYP:Comprehension
45.(Scenario 5-1) A person says that Snapple is a naturally sweetened iced tea, it’s consumed by young people, and it costs about two bucks a bottle. These statements concerning the product represent the person’s
a. cognitive responses.
b. beliefs.
c. consideration set.
d. importance weights of evaluative criteria.
ANS: B DIF: Moderate REF: p. 165 OBJ: 5-3
TYP: Application
46.(Scenario 5-1) On the syndicated television show Seinfeld, Jerry (the main character) often offers guests a Snapple when they stop by his New York apartment. If viewers admire Jerry Seinfeld and begin to drink Snapple because they see him drink it, Seinfeld
a. no longer serves as a peripheral cue.
b. is a member of these viewers’ celebrity influencers
c. is a part of these viewers’ membership groups.
d. has created an inter-generational effect.
ANS: B DIF: Moderate REF: p. 182 OBJ: 5-5
TYP: Application
Scenario 5-2
Bayer Women’s Aspirin Plus Calcium pitches protection against two threats to women’s health: heart disease (the leading cause of death for women) and osteoporosis (the fragile bone disease that targets four times as many women as men). The weapon against heart disease is 81 mg of aspirin; to target osteoporosis, the pill packs 300 milligrams of calcium.
It’s the aspirin that could pose a problem for people who don’t need it, who use it without consulting a doctor or who are at elevated risk of complications or side effects from it.
Recommendations issued by the U.S. Preventive Services Task Force advise low-dose aspirin therapy for, among other groups, post-menopausal women and those who smoke or have diabetes, elevated blood cholesterol levels or high blood pressure.
(Francesca Lunzer Kritz, “Aspirin for women raises some questions,” Washington Post, February 12, 2002) http://www.post-gazette.com/healthscience/20020212hbayer0212p6.asp
47.(Scenario 5-2) The consumption process for Aspirin Regimen Bayer with Calcium will begin for a consumer when
a. Bayer starts to run advertisements.
b. the consumer starts to worry about if he or she is needs more calcium.
c. the consumer purchases the product.
d. the consumer begins to evaluate his or her current aspirin choice.
ANS: B DIF: Difficult REF: p. 154 OBJ: 5-1
TYP: Application
48.(Scenario 5-2) Which one of the following would not be considered a functional benefit of Aspirin Regimen Bayer with Calcium?
a. It alleviates worries about osteoporosis.
b. It’s an easy way to get the calcium your body needs.
c. It comes in an easy-to-carry package.
d. It costs the same as other brands of aspirin.
ANS: A DIF: Moderate REF: p. 154-155 OBJ: 5-1
TYP:Comprehension
49.(Scenario 5-2) If the makers of Aspirin Regimen Bayer with Calcium wanted to ascertain whether the belief that their product contained calcium was a salient belief, they might run a MAAM analysis. The fundamental component of the analysis that would provide them with the most insight on the salience of the belief would be
a. sales figures.
b. consumers’ evaluative criteria.
c. consumers’ importance weights.
d. consumers’ consideration sets.
ANS: C DIF: Moderate REF: p. 166 OBJ: 5-3
TYP:Comprehension
50.(Scenario 5-2) A consumer decides that a commercial for Aspirin Regimen Bayer with Calcium is a bunch of Madison Avenue hooey. He believes that people get enough calcium from the food they regularly eat. The commercial failed to have its desired effect on him because
a. advertising clutter reduced its effectiveness.
b. it lacked effective peripheral cues.
c. of selective attention.
d. it didn’t overcome his need for cognitive consistency.
ANS: D DIF: Difficult REF: p. 167 OBJ: 5-3
TYP: Application
51.(Scenario 5-2) The concept of selective attention suggests that the most effective time to deliver a television commercial for Aspirin Regimen Bayer with Calcium is
a. when the consumer is watching TV alone.
b. immediately after the consumer has bought aspirin.
c. at the beginning of a consumer’s favorite TV show.
d. immediately after a consumer reads an article about the dangers of osteoporosis.
ANS: D DIF: Difficult REF: p. 168 OBJ: 5-3
TYP: Application
Scenario 5-3
A woman decides that she’s going to feed her family pasta salad for dinner. She makes a trip to the grocery store to pick up ingredients. She buys a can of Chicken of the Sea brand tuna and a box of Kraft macaroni and cheese. She chooses the Chicken of the Sea because she thinks that the company uses nets that won’t harm dolphins, she knows the company has a talking tuna in its commercials, she thinks Chicken of the Sea is tastier than the competition, and it’s the kind her mother always buys. She chooses Kraft macaroni and cheese but really couldn’t tell you why. Interestingly enough, she has not purchased any other brands of tuna or macaroni and cheese over the past few years.
52.(Scenario 5-3) A psychologist and a sociologist would explain the woman’s shopping behavior in different ways. Which one of the following statements regarding these different perspectives is true?
a. Neither perspective can give a complete explanation of consumer behavior.
b. Only one of these perspectives attempts to explain why people buy certain brands.
c. The sociologist would consider the consumer as a systematic decision maker.
d. Neither perspective can give a valid explanation of consumer behavior.
ANS: A DIF: Moderate REF: p. 164-181 OBJ: 5-3|5-4
TYP:Comprehension
53.The woman cannot explain why she buys Kraft macaroni and cheese. In fact, if the store was out of it, she would just buy the store brand. Which of the following statements regarding her purchase of Kraft macaroni and cheese is true?
a. Because she can’t explain why she always buys it, her consumption behavior is probably not affected by social class.
b. Her choice of Kraft macaroni and cheese is probably the result of a successful problem-solving episode long since forgotten.
c. She holds no brand attitude toward Kraft macaroni and cheese.
d. Even though she buys the same brand repeatedly, it’s a low-involvement purchase.
ANS: D DIF: Moderate REF: p. 159 OBJ: 5-2
TYP:Comprehension
54.(Scenario 5-3) At first, the woman can’t find the Chicken of the Sea tuna. All she can find are competitive brands. Her first thought is to change the dinner menu. Which one of the following is probably true?
a. She has entered an extended problem-solving mode.
b. Buying Chicken of the Sea is a habit with her.
c. She is brand loyal to Chicken of the Sea.
d. She has entered a limited problem-solving mode.
ANS: C DIF: Moderate REF: p. 162 OBJ: 5-2
TYP:Comprehension
55.(Scenario 5-3) The woman chooses Chicken of the Sea tuna because she thinks that the company uses nets that won’t harm dolphins, she knows the company has that funny, talking tuna in its commercials, she thinks it’s tastier than the competition, and it’s the kind her mother always buys. These thoughts are known as:
a. a consideration set.
b. a series of beliefs.
c. a series of attitudes.
d. a series of values.
ANS: B DIF: Difficult REF: p. 164 OBJ: 5-3
TYP: Application
56.(Scenario 5-3) Chicken of the Sea was the kind of tuna her mother always bought when she was a child. Although the consumer is not sure why she buys it as an adult, she saw it around the house when she lived with her parents, and it was okay then, it’s okay now. This is:
a. only apparent in the United States.
b. because families often have a lasting influence on consumer choices
c. advertisements are social texts.
d. the intergenerational effect.
ANS: B DIF: Moderate REF: p. 181 OBJ: 5-5
TYP:Comprehension
Scenario 5-4
An American automobile company sees that the market share of one model has steadily declined. It seems that every percentage point drop is matched by a corresponding percentage point rise in the Japanese-made competition. In an effort to regain market share, the automobile company decides to promote its American-made heritage. In fact, every part of its car is manufactured in the United States. The advertising agency for the company comes up with the slogan “Right here. Right now. Your all-American car.” The advertising it creates is image oriented, and hopes to produce a delayed response.
57.(Scenario 5-4) Which of the following is not a functional benefit of the car?
a. You won’t have to wait for delivery of special-order models because they don’t have to be shipped overseas.
b. You have the pride of knowing that you own a car made with American know-how.
c. You will never have to wait for replacement parts because the factory is closer.
d. Buying American goods helps our own economy.
ANS: B DIF: Difficult REF: p. 154 OBJ: 5-1
TYP: Application
58.(Scenario 5-4) By running delayed response advertising, the advertising agency is hoping to
a. create recognition of a need state.
b. have the car show up in an internal search.
c. establish brand loyalty for the car.
d. avoid having to create favorable consumer attitudes toward the car.
ANS: B DIF: Moderate REF: p. 156 OBJ: 5-1
TYP:Comprehension
59.(Scenario 5-4) After running a MAAM analysis, the advertising agency discovers that the fact that the car is made in America is a consideration for consumers; in fact, most consumers are aware of where a car is made. However, it’s a relatively unimportant consideration. The task that confronts the advertising agency is to
a. change the evaluative criteria that consumers use.
b. get the car included in a consideration set.
c. change the importance weight of the attribute.
d. move the car into a limited problem-solving mode for consumers.
ANS: C DIF: Moderate REF: p. 166 OBJ: 5-3
TYP:Comprehension
60.(Scenario 5-4) It is obvious to the advertising agency that not all groups are responding to the “all-American” benefit the same way. People who are in blue-collar jobs respond quite favorably to it. White-collar office workers do not seem to care much one way or another. This difference is best attributed to differing
a. educational levels.
b. values.
c. social classes.
d. intergenerational effects.
ANS: C DIF: Difficult REF: p. 178 OBJ: 5-5
TYP: Knowledge
61.(Scenario 5-4) People who respond to the “all-American” benefit admire deceased actor John Wayne and see him as the prototypical all-American guy. As a response to this, the advertising agency combines old footage from John Wayne movies and new footage of the car as part of its television campaign. Which of the following statements regarding John Wayne is not true?
a. John Wayne’s meaning is socially constructed.
b. John Wayne is a part of these consumers’ aspirational group.
c. John Wayne transfers meaning to the product.
d. John Wayne is a part of these consumers’ community
ANS: D DIF: Difficult REF: p. 187 OBJ: 5-5
TYP: Application
Scenario 5-5
Phil 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 certain beverages that he knew his guests would like. Having never purchased a blender before, Phil felt that he needed to shop carefully and enlist in the help of friends for advice. After visiting several stores and examining numerous models, Phil settled on a Kitchen-Aid model that cost nearly $100.00.
62.(Scenario 5-5) Phil stated that he thinks that any blender with a plastic base is of low quality and one with a stainless steel base is of high quality. These statements represents Phil’s ____.
a. brand attitudes
b. emotional benefits
c. beliefs
d. habits
ANS: C DIF: Moderate REF: p. 176 OBJ: 5-3
TYP: Application
63.(Scenario 5-5) The consumption process for the blender began when Phil:
a. realized he did not have a blender that he needed.
b. brought home a blender from the store.
c. determined what his brand options were.
d. identified the criteria he would use to make the purchase decision.
ANS: A DIF: Difficult REF: p. 154 OBJ: 5-1
TYP: Application
64.(Scenario 5-5) While talking about buying this appliance, Phil was heard to say, “This party means everything to me. I’ve been waiting for four years for this moment. I want it to be just right!” These comments likely indicate that:
a. he is comfortable with his internal search for information.
b. he has not yet actually begun the consumer decision process.
c. his level of involvement in this purchase is high.
d. his consideration set will likely be very large.
ANS: C DIF: Difficult REF: p. 159 OBJ: 5-2
TYP: Application
65.(Scenario 5-5) Phil told a friend that, “I don’t know much about buying blenders; do you?” This is a pretty clear indication that he must:
a. engage in external search for information.
b. have poor brand attitudes about all brands in the market.
c. have few beliefs about blenders.
d. not have defined his evaluative criteria.
ANS: A DIF: Difficult REF: p. 156-157 OBJ: 5-1
TYP: Application
66.(Scenario 5-5) Which of the following best describes Phil’s mode of consumer decision making toward buying a blender?
a. extended problem solving
b. brand loyalty
c. habit
d. limited problem solving
ANS: A DIF: Difficult REF: p. 161 OBJ: 5-2
TYP: 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 $20.00. Voice-It’s products are about the size of four credit cards stacked on one another and have a useful life of about one year. The slogan this firm uses on its packaging and advertising is “Don’t Write It, Voice-It!”
67.(Scenario 5-6) Most consumers have no experience with Voice-It products and view the purchase of this product as low involvement. What mode of consumer decision making does this indicate?
a. brand loyalty
b. extended problem solving
c. limited problem solving
d. habit
ANS: C DIF: Difficult REF: p. 172 OBJ: 5-2
TYP: Application
68.(Scenario 5-6) A consumer who purchased the product from Voice-It was heard to say, “It’s better than having pieces of paper around all the time. In fact, I thought it was a good deal on price too.” The statement reflects the consumer’s ____.
a. brand attitude
b. beliefs
c. external information
d. evaluative criteria
ANS: A DIF: Difficult REF: p. 164 OBJ: 5-3
TYP: Application
69.(Scenario 5-6) A consumer who was examining a sample of the product from Voice-It said, “If you ask me, it really gets down to buying either this device, another pad of paper, or a much more expensive voice messaging system.” Which of the following components of MAAMs analysis had the consumer just indicated?
a. evaluative criteria
b. importance weights
c. the consideration set
d. beliefs
ANS: C DIF: Difficult REF: p. 166 OBJ: 5-3
TYP: Application
70.(Scenario 5-6) Voice-It hired Madonna to do a TV advertisement in which she merely states “Don’t Write It, Voice-It!” In this ad, Madonna is:
a. attempting to generate a cognitive response.
b. serving as a peripheral cue.
c. attempting to define consumer values.
d. a part of an existing brand community
ANS: B DIF: Moderate REF: p. 169 OBJ: 5-3
TYP: Application
71.(Scenario 5-6) Bill Gates, CEO of Microsoft; Doug Ivester, former CEO of Coca-Cola; and Jack Welch, former CEO of General Electric appeared together in a Voice-It ad. They each stated “I don’t Write it, I Voice-It!” These people are attempting to have an impact on our consumption priorities by:
a. serving as a membership reference group.
b. serving as a celebrity influencer group
c. serving as a dissociative reference group.
d. offering consumers self-expressive benefits of buying this product.
ANS: B DIF: Difficult REF: p. 182 OBJ: 5-5
TYP: Application
ESSAY
1.Select a product that you use at least once a week. Then describe three possible functional benefits and three possible emotional benefits a person might receive from using the product. Be as specific as possible.
ANS:
The functional benefits described should derive from the more objective performance characteristics of the product. Functional benefits may include such things as convenience, reliability, nutrition, durability, and economy. The emotional benefits should be less tangible and more subjective. They may be perceived differently from consumer to consumer. Emotional benefits may include such things as pride, avoidance of guilt or shame, reduction of fear, and intense pleasure.
DIF: Difficult REF: p. 154 OBJ: 5-1 TYP: Application
2.Using involvement levels and prior experience as the basis of comparison, compare and contrast the characteristics of a product a consumer will engage in extended problem solving before purchasing and a product a consumer is likely to hold brand loyalties toward. Describe the role advertising can play in each situation.
ANS:
An extended problem-solving situation is characterized by high involvement and little knowledge. An advertisement can provide a lot of information to a very interested consumer. A brand loyalty situation is characterized by high involvement and rich prior knowledge. In this case, there is typically very little that advertising can do.
DIF: Moderate REF: p. 161 OBJ: 5-2 TYP: Comprehension
3.Describe what you consider to be a cultural value (other than individualism) held by Americans and the criteria by which you judge it to be a cultural value. Discuss the effects that advertising can have on shaping this value. Describe how advertising can use this value in selling a product.
ANS:
A cultural value must be of core importance to its culture. In other words, it must be enduring and held dear by most, if not all, of a culture’s members. An example of another American cultural value besides individualism is cleanliness. Advertising cannot change the value except in the broadest, long-term sense, and even that is questionable. Advertisers can attempt to associate themselves with a value or criticize a competitor for being out of step with one.
DIF: Moderate REF: p. 175-176 OBJ: 5-4 TYP: Comprehension
4.Family is cited as being important in the consumer behavior mix. List some of the important types of primary families discussed in the book and how family influence and an intergenerational effect can influence purchase behavior.
ANS:
For years, researches tried to determine who in the traditional nuclear family made various purchase decisions. This was largely an exercise in futility. Decisions seem to “just get made” and no one rally is certain who made them, or even when. Families are no longer characterized as Mom, Dad, children and pets…but a vast array of arrangements including extended families, same sex families, grandparents living at home, etc. Knowing the make up of the family, especially the age of the youngest child at home, can shed light on the likely purchase decisions a family might make based on inferences of income and purchase behavior.
DIF: Moderate REF: p. 181 OBJ: 5-5 TYP: Comprehension

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