Consumer Behavior Chapter 11 Review

Questions and Answers

Natalie's reaction to Macy's reflects her?

attitude

Which scenario illustrates the cognitive component of a consumer's attitude toward an object?

A consumer believes that energy drinks are more effective than drinking a cup of coffee.

Which statement by a consumer illustrates the affective component of the consumer's attitude toward an object?

I do not like peanut butter sandwiches.

Match the type of benefit to its correct example:

Utilitarian benefit = Dane thinks his new battery powered vacuum cleaner is both functional and easy-to-use. Hedonic benefits = Mahie loves the way her new cologne makes her feel both feminine and powerful. Signup and view all the answers

Which statement best illustrates the behavioral component of an attitude?

A consumer's decision to purchase a certain truck model due to that consumer's brand preference. Signup and view all the answers

An enduring organization of emotional, cognitive, motivational, and perceptual processes with respect to some aspect of one's environment is known as a(n)?

attitude Signup and view all the answers

The beliefs of a consumer about an object reflect the _____ component of a consumer's attitude.

cognitive Signup and view all the answers

Which factors account for inconsistencies between measures of consumer beliefs and feelings toward a product and observations of actual consumer behavior?

Weak consumer beliefs and affect; interpersonal and situational influences on a consumer. Signup and view all the answers

Which component of attitude is represented by the emotional reactions or feelings of a consumer to an object?

affective component Signup and view all the answers

Match the type of benefit to its correct description:

Utilitarian benefit = These refer to functional benefits and attitudes. Hedonic benefits = These refer to emotional benefits and attitudes. Signup and view all the answers

Select the four basic marketing strategies that can be adopted to alter the cognitive structure of a consumer's attitude toward a product.

Changing perception of ideal brand or situation; changing beliefs about product performance; adding beliefs about product performance; shifting importance of product attributes. Signup and view all the answers

The tendency of a consumer to respond to an activity or object in a certain way is referred to as the _____ component of an attitude.

behavioral Signup and view all the answers

What are the three basic approaches marketers use to directly increase the affective component of a consumer's attitude toward their products?

Increasing the mere exposure of the brand; increasing the tendency to like an ad or website; classical conditioning. Signup and view all the answers

When marketers focus on inducing people to buy a product while ensuring that the purchase experience is rewarding for the consumers, this tactic is based on _____ conditioning.

operant Signup and view all the answers

Identify the factors that account for inconsistencies between measures of consumer beliefs and feelings toward a product and observations of actual consumer behavior. (Select all that apply)

Relative attitude toward competing products Signup and view all the answers

Four basic marketing strategies—change beliefs, shift importance, add beliefs, and change ideal—are all used to alter the ______ structure of a consumer's attitude.

cognitive Signup and view all the answers

Three basic approaches—classical conditioning, affect toward the ad itself, and mere exposure—are all used to alter the ______ structure of a consumer's attitude.

affective Signup and view all the answers

Select the three factors that are integrated into the elaboration likelihood model in order to understand attitudes.

Marketing factors Signup and view all the answers

Through operant conditioning, marketers attempt to change the _____ component of a consumer's attitude toward a product before changing affect or cognition.

behavioral Signup and view all the answers

A central cue for _____ products is represented by emotions, which in turn influence attitudes under high involvement.

hedonic Signup and view all the answers

Promotional messages are avoided by consumers when these messages are?

counter to their attitudes. Signup and view all the answers

In the context of marketing, the formation and change of consumer attitudes under varying conditions of involvement are explained by a theory known as the?

elaboration likelihood model. Signup and view all the answers

When competing brands are functionally comparable in a competitive situation, brands with _____ cues in its advertising are preferred by highly involved consumers.

strong peripheral Signup and view all the answers

In the context of influencing consumer attitude, persuading consumers becomes easier when the source is considered?

to be trustworthy and an expert. Signup and view all the answers

The successful use of a product, service, or idea is recounted by the typical member of a target market in a _____ ad.

testimonial Signup and view all the answers

When consumers encounter promotional messages that are counter to their attitudes, they tend to?

discount such advertisements. Signup and view all the answers

Select all the reasons why the use of celebrity sources in advertising is effective.

Celebrities attract consumers' attention to an advertisement. Signup and view all the answers

The threat of negative consequences is used by advertisement campaigns if behaviors or attitudes are not altered. This type of advertisement is said to have _____ appeal.

fear Signup and view all the answers

A source is generally considered trustworthy if it lacks ulterior motive and provides complete and accurate information.

True Signup and view all the answers

A disadvantage of humorous advertisements is that?

the perception of humor varies among individuals. Signup and view all the answers

'Spuming Lather' is a brand of laundry detergent. The product is promoted through live accounts of people who are satisfied with the product. This type of advertising is an example of a(n)?

testimonial Signup and view all the answers

The features or benefits of two or more brands are directly compared by advertisements.

comparative Signup and view all the answers

Which of the following are risks for a company associated with using celebrity endorsements in its advertising? (Select all that apply)

The appearance of a celebrity in an ad campaign can lead to overexposure. Signup and view all the answers

Emotional advertisements enhance persuasion by increasing which of the following?

Product liking through classical conditioning; attention toward the ad; processing of the ad. Signup and view all the answers

In situations where creating fear may not be enough, how can the effectiveness of advertisements be increased using fear appeal?

By making people feel accountable to act by playing on their guilt. Signup and view all the answers

Using two-sided messages in advertisements and sales presentations is typically more effective than employing one-sided messages when?

A strongly held attitude must be changed. Signup and view all the answers

One of two equivalent value outcomes is presented either in positive or negative terms. This is referred to as?

message framing. Signup and view all the answers

Which of the following conditions usually lead to an increase in the overall effectiveness of a humorous ad?

When humor relates to the product being advertised in a purposeful way. Signup and view all the answers

A marketer needs to know the _____ to define appropriate benefit segments.

the importance placed by consumers on various products or services. Signup and view all the answers

Which of the following are negative consequences that can result from comparative ads for a sponsor brand? (Select all that apply)

Positive response toward a brand's competitor. Signup and view all the answers

Which appeal applies to an advertisement designed to elicit a positive affective response from an audience rather than provide arguments or information?

emotional appeal Signup and view all the answers

Match the types of promotional messages to their appropriate descriptions:

One-sided messages = Presentation of only positive characteristics of a product to consumers. Two-sided messages = Presentation of both positive and negative characteristics of a product to consumers. Signup and view all the answers

_ framing focuses on only a single attribute of a product, while _ framing concentrates on the positive consequences of performing or the negative consequences of not performing an act.

attribute; goal Signup and view all the answers

Consumers are grouped or divided on the basis of their most important attribute or attributes. This practice is referred to as?

benefit segmentation. Signup and view all the answers

Drag and drop the types of ad situations against the corresponding types of message framing in which these situations are most effective:

Attribute framing = Positive framing or when focusing on desirable aspects of a product. Goal framing = Negative framing or when focusing on consequences of not performing an act. Signup and view all the answers

In this scenario, match the steps Red Trumpet is most likely to take to develop the best product with the appropriate actions taken by the company:

Construction of product profile = Obtaining data from a target consumer segment on the ideal performance of flavored wheat puffs Creation of a product concept = Evaluation by the target consumer segment of a written description, picture, or an actual prototype that best mimics the ideal wheat puff profile Translation of product concept into actual product = Presenting a developed product to the surveyed consumer segment to rate the performance level of the developed wheat puffs Signup and view all the answers

A company's advertisement shows its product side-by-side with a competing product. The advertisement lists all the reasons why the company's product is superior. This is an example of ______ advertising.