Chapter 5 - Advertising, Integrated Brand Promotion, and Consumer Behavior

Chapter 5 – Advertising, Integrated Brand Promotion, and Consumer Behavior

Complete Chapter Questions With Answers

Sample Questions Are Posted Below

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