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 product evaluation and ends with the perception of a need.

ANS:  F                    DIF:    Easy               REF:   p. 167             OBJ:   5-1

NAT:  AACSB Analytic | CB&C Model Research                       TYP:   Knowledge

2. Consumption episodes are based on the sequence of four stages: need recognition, information search and alternative evaluation, purchase, and postpurchase use and evaluation.

ANS:  T                    DIF:    Easy               REF:   p. 167             OBJ:   5-1

NAT:  AACSB Communication | CB&C Model Customer            TYP:   Knowledge

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

ANS:  F                    DIF:    Moderate       REF:   p. 168             OBJ:   5-1

NAT:  AACSB Analytic | CB&C Model Customer                       TYP:   Comprehension

4. Functional 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:  F                    DIF:    Moderate       REF:   p. 168             OBJ:   5-1

NAT:  AACSB Communication | CB&C Model Product               TYP:   Comprehension

5. Advertising can influence both internal and external searches.

ANS:  T                    DIF:    Easy               REF:   p. 169-170      OBJ:   5-1

NAT:  AACSB Communication | CB&C Model Customer            TYP:   Knowledge