TEST BANK FOR M ADVERTISING 2ND EDITION

ARENS SCHAEFER WEIGOLD 0078028965

9780078028960

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Chapter 05

Communication and Consumer Behavior

True / False Questions

1. The source for the Nissan Maxima ad in Fortune magazine is the copywriter and the art
director that created the ad.

True False

2. When Jana uses a $10-off coupon to purchase an exercise mat, she is providing feedback.

True False

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3. The three non-personal influences that have direct impact on a consumer's final purchase
decision are time, place, and target market.

True False

4. There are a total of five personal processes that govern the way we discern raw data and
translate them into feelings, thoughts, beliefs, and actions.

True False

5. The interpersonal influences affecting the mental processes and the behavior of the
consumers are time, place, and environment.

True False

6. Within Jon's perception process, the smell of sawdust at the lumber yard was an example of a
stimulus.

True False

7. As Ross has a keen sense of smell and an extraordinary sense of taste, it can be said that his
physiological screens are superior to what most people have.

True False

8. Perceptual screens refer to the images we carry in our minds of the type of person we are
and who we desire to be.

True False

9. Mental files store information in a person's memory, which is susceptible to various biases.

True False

10. The cognitive theory of learning is also called the stimulus-response theory.

True False

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11. Conditioning theory of learning applies to the simple, basic, and low involvement purchases
that consumers make every day.

True False

12. A consumer engaged in peripheral route processing is more likely to make an impulse buy
than a consumer engaged in central route processing.

True False

13. Habit is the natural extension of learning.

True False

14. Brand loyalty occurs when a consumer perceives that a brand has the right features and
quality at the right price.

True False

15. In terms of needs and wants, Carla wants something to eat and needs a Big Mac.

True False

16. The most common energizers of consumer behavior are the negatively originated motives.

True False

17. Maura wants cereal for breakfast, but she is out of milk. Negative motivation triggers Maura
to go to the convenience store to purchase milk.

True False

18. Informational motives are the negatively originated motives, such as problem removal or
problem avoidance.

True False

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19. Personal reference groups are people outside the family we wish to emulate.

True False

20. Choosing a credible spokesperson requires understanding the tastes and interests of the
company's target market.

True False

21. Subcultures, which are segments within a culture, tend to transfer their beliefs and values
from generation to generation.

True False

22. When looking for a babysitter, Tamika considers the teenager next door and a former daycare
employee. These two individuals make up Tamika's evoked set.

True False

23. The same cognitive dissonance process occurs with low-involvement purchases and high-
involvement purchases.

True False

24. The FCB grid is used to determine how personal and non-personal factors influence
consumer behavior.

True False

25. The Kim-Lord Grid portrays the degree and the kind of involvement a consumer brings to the
purchase decision.

True False

Multiple Choice Questions

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26. In terms of the human communication process model, what role does the sponsor of the
advertisement play?

A. Feedback
B. Channel
C. Message
D. Receiver
E. Source

27. According to the human communication process, the baby boomer who read all of the copy in
an ad for Lyrica, a prescription for people who feel tingling or burning sensations in their feet,
would be a(n):

A. encoder.
B. medium.
C. receiver.
D. source.
E. channel.

28. According to the human communication process, a person who responds to an online
Starbucks survey is most likely:

A. acting as a source.
B. providing feedback.
C. creating Internet noise.
D. using integrated marketing communications.
E. utilizing a new communication channel.

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29. Alan White is a rodeo performer. In a magazine called Western Horseman, White learned
about a new kind of feed supplement for his horse that will help keep the animal at its peak
performance. White used a(n) _____ to become familiar with this new product.

A. encoded message
B. semiotic medium
C. non-personal channel
D. personal channel
E. inert medium

30. Alan did not notice the ad for Goodwater riding equipment in Western Horseman because he
was much more interested in an article on Argentinian cowboys on the page opposite the
equipment ad. In terms of the communication process, the article on Argentinian cowboys
served as _____ for the Goodwater ad.

A. noise
B. feedback
C. Information overload
D. a source maze
E. a reception blocker

31. _____ is the mental and emotional processes and the physical activities of people who
purchase and use goods to satisfy particular needs and wants.

A. Consumer behavior
B. Stimulus-response
C. Cognitive learning
D. Psychological response
E. Customer fulfillment

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32. What is the first step in the basic consumer decision process?

A. Evaluating options
B. Identifying motivations
C. Making comparisons
D. Recognizing a problem
E. Seeking more information

33. Which of the following is an example of an interpersonal influence that would affect the
purchase of an IRA (Individual Retirement Account)?

A. The individual's tax bracket

B. The IRA fund that family members use
C. The current economic environment
D. The time of year the IRA is being purchased
E. The company recommended retirement plan

34. _____ governs the way we discern raw data (stimuli) and translate them into feelings,
thoughts, beliefs, and actions.

A. Personal processes
B. Interpersonal influences
C. Non-personal influences
D. Evaluative criteria
E. Evoked sets

35. _____ is the personalized way we sense, interpret, and comprehend various stimuli.

A. Habit
B. Learning
C. Perception
D. Motivation
E. Attitude

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36. When Lisa thinks about taking a class in conversational Italian, she thinks of it as a way to
challenge her intellect. When Megan thinks about taking a class in conversational Italian, she
thinks how much fun it will be to visit Italy once she knows the language. Their differing
opinions most likely result from differences in:

A. perceptions.
B. dissonance.
C. ethics.
D. cognitive learning.
E. social class.

37. A(n) _____ is physical information we receive through our senses.

A. motivator
B. selective perception
C. attitude
D. stimulus
E. habit

38. Thomas was planning on seeing a movie last weekend. After trying to read the small print
which told the times the movie would be shown, he gave up and decided to go to the zoo
instead. In this case, _____ screens influenced his perception.

A. physiological
B. rational
C. functional
D. psychological
E. self-actualizing

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39. In a study in the Netherlands, Belgium, and Germany, respondents were asked to rate
imported meat against locally produced meat. In all cases, locally produced meat was rated
much higher even though the meat from all three nations is virtually indistinguishable by
sight, taste, or smell. _____ screens based on learned factors most likely led to this perceived
differences.

A. Physiological
B. Rational
C. Functional
D. Psychological
E. Self-actualizing

40. If you receive an invitation to your 25th high school reunion, you will be much more likely to
notice ads for various weight-loss programs, diet foods, and skin rejuvenators than if you are
invited to an annual family picnic. This is an example of how _____ affects perception.

A. user-set
B. an evoked set
C. self-concept
D. persuasion
E. mental files

41. A magazine cover showed a cowboy excelling in a bull riding event at a national rodeo.
Because of her strong feelings about the safety of animals, Kaye saw the picture as fostering
cruelty to animals. _____ prevented her from seeing the athleticism in the rodeo event.

A. Noise
B. Feedback
C. Mental files
D. Perceptual screens
E. Cognitive dissonance

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42. Consumer concern about food contamination from pathogenic bacteria is generally
nonexistent because most people view food safety as a government issue. The element of
perception responsible for this interpretation is called:

A. attitude.
B. learning.
C. motivation.
D. cognition.
E. screening.

43. The stored memories in our minds are called:

A. cognitive files.
B. mental files.
C. the personal database.
D. a data mine.
E. an information warehouse.

44. The immediate images that the name Oz creates for a fan of Ozzie Osborne's music and a fan
of The Wizard of Oz are very different. The screen-building process has created different
_____ for the two individuals.

A. blocking functions
B. stimulus/response stereotypes
C. habitual perceptions
D. attitudinal awareness
E. mental files

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45. _____ is a relatively permanent change in thought process or behavior that occurs as a result
of reinforced experience.

A. Stimulation
B. Perception
C. Dissonance
D. Learning
E. Substantiated cognition

46. What are the two broad categories of learning theories used by most advertisers?

A. Cognitive and conditioning theories

B. Central and peripheral route theories
C. Interpersonal and non-personal theories
D. Affective and cognitive route theories
E. Psychological and physiological screen theories

47. Katherine has been baking for years, and she uses King Arthur flour because that's the brand
her mother uses and recommends. Which of the following best explains why Katherine buys
King Arthur flour instead of another brand?

A. Stimulus-response theory
B. Peripheral route to persuasion
C. Central route to persuasion
D. Conditioning theory
E. Cognitive theory

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48. _____ occurs when the change in belief, attitude, or behavioral intention is caused by
promotion communication.

A. Learning
B. Corroboration
C. Motivation
D. Substantiation
E. Persuasion

49. Considering the Elaboration Likelihood Model, which of the following purchases would most
likely involve the central route to persuasion?

A. A Mother's Day card

B. A box of paper clips
C. A bag of Lays potato chips
D. A carton of eggs
E. A McDonald's Happy Meal

50. Taking into account the Elaboration Likelihood Model, which of the following purchases
would most likely involve the peripheral route to persuasion?

A. A wedding dress
B. A Mediterranean cruise
C. A can of soda
D. An infant car seat
E. A set of golf clubs

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51. Most mass media advertising probably receives _____ processing because very few people
are actually in the market at any given time.

A. elaborate
B. peripheral
C. cognitive
D. habitual
E. perceptual

52. Harrison has walked past a Mercedes dealership every weekday for the last eight months.
Each time he passes, he examines the red Mercedes convertible in the showroom. He is now
wondering whether he should buy the convertible and sell his SUV. Which of the following
terms best describes what Harrison is doing or showing by his actions?

A. Consumer loyalty
B. Brand disparity
C. Brand interest
D. Brand perception
E. Criteria evaluation

53. The acquired mental position we hold regarding some idea or object is called a(n):

A. cognition.
B. perception.
C. attitude.
D. motivation.
E. stimulation.

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54. _____ is the acquired behavior pattern that becomes nearly or completely involuntary.

A. Attitude
B. Incentive
C. Impetus
D. Habit
E. Stimulus-response

55. Advertisers have three habit-related goals. Which of the following promotions is intended to
help the advertiser meet the goal of habit acquisition?

A. For every ten cups of coffee you purchase at a local convenience store, you get one free.
B. A sales clerk gives out free samples of Bush's brand home style chili at Sam's Club.
C. Reynar, a long-time Crest toothpaste user, receives a coupon for a free trial-size of
Rembrandt toothpaste in the mail.
D. The Mystery Book Club offers six free books to new members tied to a contract to
purchase more in the future.
E. The new Kroger supermarket is holding a grand opening with numerous buy-one-get-one-
free items to attract shoppers from other supermarkets.

56. Which of the following promotions is intended to help the advertiser meet the goal of habit
reinforcement?

A. For every ten cups of coffee you purchase at a local convenience store, you get one free.
B. A sales clerk gives out free samples of Bush's brand home style chili at Sam's Club.
C. Sam sees a comparative ad showing the superiority of Coors beer over Anheuser-Busch
beer.
D. A vacuum cleaner salesperson offers to clean the living room carpet of the Truman
household.
E. A new laundry shop offers a one-time free trial for all customers.

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57. _____ refers to the underlying forces that contribute to an individual's purchasing actions.

A. Conditioned learning
B. Perception
C. Inducement
D. Motivation
E. Corroboration

58. _____ refer to the basic, often instinctive, human forces that motivate us to do something.

A. Needs
B. Wants
C. Ideals
D. Desires
E. Morals

59. _____ are needs that we learn during our lifetime.

A. Values
B. Wants
C. Ethics
D. Desires
E. Ideals

60. Maslow's hierarchy of needs helps researchers:

A. create habit-breaking attitudes.

B. learn how to control selective perception.
C. understand how culture influences consumer behavior.
D. control the amount and type of feedback.
E. better understand what motivates consumers.

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61. What level of Maslow's hierarchy of needs is being addressed in a clothing ad that states
"Create your signature style?"

A. Safety
B. Self-actualization
C. Love
D. Physiological
E. Social

62. Someone who is a vegetarian often becomes so due to the belief that killing animals is cruel
and that processed meat contains harmful chemicals. Both of these reasons are examples of
_____ motives.

A. transformational
B. stimulus
C. negatively originated
D. transactional
E. need-based

63. Kate is looking forward to spending two weeks in Hawaii. However, one week before the trip,
Kate's car breaks down, and she has to spend her vacation money on repairs. Kate's desire
for a luxurious vacation is produced by a(n) _____ motive, while the necessity of paying for
car repairs is an example of a _____ motive.

A. positively originated; negatively originated

B. transformational; transactional
C. informational; transformational
D. negatively originated; positively originated
E. informational; transactional

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64. People who enjoy a thick Porterhouse steak often appreciate the taste and consider the meal
a well-deserved reward at the end of a hard day. These reasons for enjoying steak are all
examples of _____ motives.

A. transformational
B. informational
C. negatively originated
D. transactional
E. need-based

65. _____ are groups of people we try to emulate or whose approval concerns us.

A. Approval centers
B. Emulation groups
C. Norm standard bearers
D. Cultural norms
E. Reference groups

66. Tina is a new student at a private academy. She values the opinions of her new classmates
and tries to dress just like them. She watches the same television shows they watch and tries
to copy their hair style and the way they stand. For Tina, her new classmates are a(n):

A. approval center.
B. focus group.
C. standard bearer.
D. cultural norm.
E. reference group.

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67. In the special bride edition of Martha Stewart Living magazine, its editors describe the latest
trends in weddings and give advice on how to create the perfect wedding. In this situation,
the editors of the magazine could be considered:

A. opinion leaders.
B. reinforcers.
C. a reference point.
D. selective communicators.
E. negative motivators.

68. _____ refers to the whole set of meanings, beliefs, attitudes, and ways of doing things that
are shared by some homogeneous social group and typically handed down from generation to
generation.

A. Culture
B. Psychographics
C. Civilization
D. Social evolution
E. Social class

69. The number of Hispanics in the United States is growing rapidly. In Mexico, a prescription is
not needed to get medication, so the idea of bringing prescriptions to the pharmacist in order
to get the needed medicine is foreign to Mexican immigrants. Developing a method of
explaining prescriptions to recent immigrants is a response to _____ differences.

A. social class
B. economic
C. cultural
D. ethical
E. psychographic

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70. Zoroastrianism was the dominant world religion during the Persian empires (559 BC to 651
AC) and was thus the most powerful world religion at the time of Jesus. It is still practiced
worldwide, especially in Iran and India. Within these two countries, the religion's members
share a set of beliefs that set them apart from others who reside in the country. Believers in
this religion would be classified as a(n):

A. classless society.
B. subculture.
C. national reference group.
D. transformational group.
E. opinion group.

71. Consumers' evoked sets are:

A. those members of the buyer's family who must be considered when a product is selected
for purchase.
B. the combination of products that consumers finally select for their use.
C. the alternatives that consumers evaluate before making decisions.
D. the environments that affect the decision-making process.
E. the relevant reference group(s) for a particular purchase.

72. Once a month, Morgan buys a case of wine. She will either buy the Charles Shaw brand, the
Livingston brand, or the Sutter Home brand because she knows that these three brands are
inexpensive and tasty. She considers only these three options when selecting her wine. For
Morgan, the three brands of wine are a(n):

A. evaluated set.
B. evoked set.
C. standardized set.
D. selected criteria.
E. alternative list.

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73. To establish an evoked set, consumers must:

A. have brand loyalty.

B. establish evaluative criteria.
C. recognize personal influences.
D. avoid post-purchase evaluation.
E. experience cognitive dissonance.

74. Once a month, Morgan buys a case of wine. She will either buy the Charles Shaw brand, the
Livingston brand, or the Sutter Home brand because she knows that these three brands are
inexpensive and tasty. Inexpensive and tasty would be classified as her:

A. peripheral responses.
B. selective tools.
C. evaluative criteria.
D. evoked set.
E. acquired attitude.

75. According to the _____, people strive to justify their behavior by reducing the degree to which
their beliefs or impressions are inconsistent with reality.

A. cognitive theory of satisfaction

B. stimulus-response theory
C. equity theory
D. theory of cognitive dissonance
E. expectancy theory

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76. Last week, Gopal paid $359 for a sewing machine for his wife. He purchased the machine
from an Internet retailer and believed he had received a bargain. This week he found an
identical sewing machine at Walmart for $169. He is likely to experience:

A. selective perception.
B. cognitive dissonance.
C. perceptual dissonance.
D. negative motivation.
E. attitudinal dissatisfaction.

77. For which of the following purchasers would cognitive dissonance be the greatest?

A. A mother purchased acne medicine for her teenage son.

B. A secretary rented a car for her boss's business trip.
C. A jogger purchased a bottle of water for himself.
D. A college graduate bought a new sports car.
E. A student purchased a pizza for supper.

78. Which of the following statements is true about the FCB grid?

A. It helps advertising agencies determine which type of advertising to use for a specific
product.
B. It demonstrates how consumers can avoid cognitive dissonance through the use of more
specific evaluative criteria.
C. It illustrates how negatively originated motives differ from positively originated motives.
D. It helps create integrated marketing communications that present a unified message to
the targeted audience.
E. It helps advertising agencies determine which approach to use based on the consumer's
stage on the brand loyalty continuum.

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79. The four quadrants of the FCB grid are high involvement or low involvement and:

A. need or want.
B. think or feel.
C. culture or society.
D. peripheral or route persuasion.
E. cognitive or conditioned thinking.

80. The _____ depicts the degrees and kinds of involvement a consumer brings to the purchase
decision for different products.

A. basic consumer decision model

B. FCB grid
C. traditional model of consumer involvement
D. Kim-Lord grid
E. continuum of purchase expectations

Short Answer Questions

81. Define consumer behavior.

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82. What are the three personal processes in the consumer decision process?

83. What are physiological screens and how do they affect the advertising process?

84. In the elaboration likelihood model, there are two ways promotion communication can
persuade consumers. What are those two ways?

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85. What is the difference between a habit and an attitude?

86. What are the three positively originated (transformational) motives?

87. List the interpersonal influences on consumer behavior.

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88. Why does the Organization of American Milk Processing use a variety of different celebrities
in its "Got Milk" ad campaign?

89. Briefly explain the theory of cognitive dissonance.

90. What are the dimensions used on the Foote, Cone & Belding grid to determine which type of
advertising would be most appropriate?

Essay Questions

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91. List the elements of the human communication process model and briefly describe each.

92. Describe the basic consumer decision process model. Include any processes that precede the
actual decisions made by consumers.

93. Describe the model of the consumer perception process.

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94. Why is it important for marketers to realize that consumers have limited memories?

95. Distinguish between the cognitive theory of learning and the conditioning theory of learning.

96. What is the difference between the central route and the peripheral route to persuasion?

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97. Why would an advertiser repeat the same commercial numerous times during a sporting
event on television? How does the advertiser hope to benefit?

98. What are transformational motives? List three examples of transformational motives.

99. What is culture? How does it differ from a subculture?

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100.Distinguish between the FCB grid and the Kim-Lord grid.

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 Chapter 05 Communication and Consumer Behavior Answer Key

True / False Questions

1. The source for the Nissan Maxima ad in Fortune magazine is the copywriter and the art
director that created the ad.

FALSE

Source: Nissan is the source of the ad. The source of the marketing message is the
organization that has information it wants to share.

AACSB: Communication
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 1 Easy
Learning Objective: 05-01 Explain how advertising differs from the basic communication process.
Topic: Communication: What Makes Advertising Unique

2. When Jana uses a $10-off coupon to purchase an exercise mat, she is providing feedback.

TRUE

In advertising, feedback can take many forms: redeemed coupons, phone inquiries, visits
to a store, requests for more information, increased sales, responses to a survey, e-mail
inquiries, or clicks on a banner ad.

AACSB: Reflective Thinking

Accessibility: Keyboard Navigation
Blooms: Apply
Difficulty: 2 Medium
Learning Objective: 05-01 Explain how advertising differs from the basic communication process.
Topic: Communication: What Makes Advertising Unique

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3. The three non-personal influences that have direct impact on a consumer's final purchase
decision are time, place, and target market.

FALSE

The three non-personal influences that have direct impact on a consumer's final purchase
decision are time, place, and environment.

AACSB: Analytic
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 2 Medium
Learning Objective: 05-01 Explain how advertising differs from the basic communication process.
Topic: Consumer Behavior: The Key to Advertising Strategy

4. There are a total of five personal processes that govern the way we discern raw data and
translate them into feelings, thoughts, beliefs, and actions.

FALSE

There are three personal processes—perception, learning and persuasion, and the
motivation processes.

AACSB: Analytic
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 1 Easy
Learning Objective: 05-01 Explain how advertising differs from the basic communication process.
Topic: Consumer Behavior: The Key to Advertising Strategy

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5. The interpersonal influences affecting the mental processes and the behavior of the
consumers are time, place, and environment.

FALSE

Our mental processes and behavior are affected by two sets of influences. Interpersonal
influences include our family, society, and culture. Non personal influences—factors often
outside the consumer's control—include time, place, and environment.

AACSB: Analytic
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 2 Medium
Learning Objective: 05-01 Explain how advertising differs from the basic communication process.
Topic: Consumer Behavior: The Key to Advertising Strategy

6. Within Jon's perception process, the smell of sawdust at the lumber yard was an example
of a stimulus.

TRUE

A stimulus is physical information we receive through our senses. When we look at a new
car, we receive a number of stimuli. We might note the color of the paint, the smell of the
leather, the purr of the engine.

AACSB: Analytic
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 2 Medium
Learning Objective: 05-02 Outline the consumer perception process and explain why advertising people say "perception is
everything."
Topic: Personal Processes in Consumer Behavior

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7. As Ross has a keen sense of smell and an extraordinary sense of taste, it can be said that
his physiological screens are superior to what most people have.

TRUE

Physiological screens are the perceptual screens that use the five senses—sight, hearing,
touch, taste, and smell—to detect incoming data and measure the dimension and intensity
of the physical stimulus.

AACSB: Reflective Thinking

Accessibility: Keyboard Navigation
Blooms: Apply
Difficulty: 2 Medium
Learning Objective: 05-02 Outline the consumer perception process and explain why advertising people say "perception is
everything."
Topic: Personal Processes in Consumer Behavior

8. Perceptual screens refer to the images we carry in our minds of the type of person we are
and who we desire to be.

FALSE

Perceptual screens are the physiological or psychological perceptual filters that messages
must pass through. Before any data can be perceived, they must first penetrate a set of
perceptual screens, the subconscious filters that shield us from unwanted messages.
There are two types of screens, physiological and psychological.

AACSB: Analytic
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 2 Medium
Learning Objective: 05-02 Outline the consumer perception process and explain why advertising people say "perception is
everything."
Topic: Personal Processes in Consumer Behavior

5-33
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McGraw-Hill Education.
9. Mental files store information in a person's memory, which is susceptible to various
biases.

TRUE

Information in memory is not stored randomly, but rather in mental files. Memory is a
limited resource, and one susceptible to some well-known biases.

AACSB: Analytic
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 2 Medium
Learning Objective: 05-02 Outline the consumer perception process and explain why advertising people say "perception is
everything."
Topic: Personal Processes in Consumer Behavior

10. The cognitive theory of learning is also called the stimulus-response theory.

FALSE

The conditioning theory of learning is also called the stimulus-response theory.

AACSB: Analytic
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 1 Easy
Learning Objective: 05-03 Explain how a consumer's level of involvement with a product influences the decision-making
process and the advertising approach.
Topic: Personal Processes in Consumer Behavior

5-34
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McGraw-Hill Education.
11. Conditioning theory of learning applies to the simple, basic, and low involvement
purchases that consumers make every day.

TRUE

Conditioning theory is more applicable to the simple, basic, low involvement purchases
consumers make every day, such as soap, cereal, toothpaste, paper towels.

AACSB: Analytic
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 2 Medium
Learning Objective: 05-03 Explain how a consumer's level of involvement with a product influences the decision-making
process and the advertising approach.
Topic: Personal Processes in Consumer Behavior

12. A consumer engaged in peripheral route processing is more likely to make an impulse buy
than a consumer engaged in central route processing.

TRUE

When consumers have low involvement with a product or message, they are processing
ads peripherally and are not thinking deeply about the product's attributes. They are likely
to make impulsive buying decisions. Central route processing is less likely to trigger
impulse purchases because consumers are focused on product information.

AACSB: Analytic
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 3 Hard
Learning Objective: 05-03 Explain how a consumer's level of involvement with a product influences the decision-making
process and the advertising approach.
Topic: Personal Processes in Consumer Behavior

5-35
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McGraw-Hill Education.
13. Habit is the natural extension of learning.

TRUE

Habit—the acquired behavior pattern that becomes nearly or completely involuntary—is

the natural extension of learning. We really are creatures of habit.

AACSB: Analytic
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 1 Easy
Learning Objective: 05-03 Explain how a consumer's level of involvement with a product influences the decision-making
process and the advertising approach.
Topic: Personal Processes in Consumer Behavior

14. Brand loyalty occurs when a consumer perceives that a brand has the right features and
quality at the right price.

TRUE

Brand loyalty is the consumer's conscious or unconscious decision, expressed through

intention or behavior, to repurchase a brand continually. It occurs because the consumer
perceives that the brand offers the right product features, image, quality, or relationship at
the right price.

AACSB: Analytic
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 2 Medium
Learning Objective: 05-03 Explain how a consumer's level of involvement with a product influences the decision-making
process and the advertising approach.
Topic: Personal Processes in Consumer Behavior

5-36
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McGraw-Hill Education.
15. In terms of needs and wants, Carla wants something to eat and needs a Big Mac.

FALSE

Needs are the basic, often instinctive, human forces that motivate us to do something,
such as hunger. Wants are "needs" that we learn during our lifetime, such as wanting a
Big Mac instead of a Whopper.

AACSB: Reflective Thinking

Accessibility: Keyboard Navigation
Blooms: Apply
Difficulty: 2 Medium
Learning Objective: 05-04 Describe the fundamental motives behind consumer purchases.
Topic: Personal Processes in Consumer Behavior

16. The most common energizers of consumer behavior are the negatively originated motives.

TRUE

The most common energizers of consumer behavior are the negatively originated motives,
such as problem removal or problem avoidance.

AACSB: Analytic
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 1 Easy
Learning Objective: 05-04 Describe the fundamental motives behind consumer purchases.
Topic: Personal Processes in Consumer Behavior

5-37
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McGraw-Hill Education.
17. Maura wants cereal for breakfast, but she is out of milk. Negative motivation triggers
Maura to go to the convenience store to purchase milk.

TRUE

The most common energizers of consumer behavior are the negatively originated motives,
such as problem removal or problem avoidance. Whenever we run out of something, for
instance, we experience a negative mental state. To relieve those feelings, we actively
seek a new or replacement product. Thus, we are temporarily motivated until the time we
make the purchase. Then, if the purchase is satisfactory, the drive or motivation is
reduced.

AACSB: Reflective Thinking

Accessibility: Keyboard Navigation
Blooms: Apply
Difficulty: 3 Hard
Learning Objective: 05-04 Describe the fundamental motives behind consumer purchases.
Topic: Personal Processes in Consumer Behavior

18. Informational motives are the negatively originated motives, such as problem removal or
problem avoidance.

TRUE

Informational motives: The negatively originated motives, such as problem removal or

problem avoidance, which are the most common energizers of consumer behavior.

AACSB: Analytic
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 2 Medium
Learning Objective: 05-04 Describe the fundamental motives behind consumer purchases.
Topic: Personal Processes in Consumer Behavior

5-38
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McGraw-Hill Education.
19. Personal reference groups are people outside the family we wish to emulate.

FALSE

Reference groups are people we try to emulate or whose approval concerns us. Reference
groups can be personal (family, friends, co-workers) or impersonal (political parties,
religious denominations, professional associations). Family members can be part of our
reference group.

AACSB: Analytic
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 1 Easy
Learning Objective: 05-05 Discuss the various influences on consumer behavior.
Topic: Interpersonal Influences on Consumer Behavior

20. Choosing a credible spokesperson requires understanding the tastes and interests of the
company's target market.

TRUE

When choosing an opinion leader as a spokesperson for a company or product, advertisers

must understand the company's target market thoroughly. Even if executives in the
company do not relate to the spokesperson, they must follow market tastes and interests.
A spokesperson out of sync with the market undermines his or her credibility—and the
company's.

AACSB: Analytic
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 2 Medium
Learning Objective: 05-05 Discuss the various influences on consumer behavior.
Topic: Interpersonal Influences on Consumer Behavior

5-39
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McGraw-Hill Education.
21. Subcultures, which are segments within a culture, tend to transfer their beliefs and values
from generation to generation.

TRUE

A subculture is a segment within a culture that shares a set of meanings, values, or

activities that differ in certain respects from those of the overall culture. Subcultures tend
to transfer their beliefs and values from generation to generation.

AACSB: Analytic
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 1 Easy
Learning Objective: 05-05 Discuss the various influences on consumer behavior.
Topic: Interpersonal Influences on Consumer Behavior

22. When looking for a babysitter, Tamika considers the teenager next door and a former
daycare employee. These two individuals make up Tamika's evoked set.

TRUE

An evoked set is the particular group of alternative goods or services a consumer

considers when making a buying decision.

AACSB: Reflective Thinking

Accessibility: Keyboard Navigation
Blooms: Apply
Difficulty: 2 Medium
Learning Objective: 05-05 Discuss the various influences on consumer behavior.
Topic: The Purchase Decision and Post purchase Evaluation

5-40
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McGraw-Hill Education.
23. The same cognitive dissonance process occurs with low-involvement purchases and high-
involvement purchases.

FALSE

The theory of cognitive dissonance holds that people strive to justify their behavior by
reducing the dissonance, or inconsistency, between their cognitions (their perceptions or
beliefs) and reality. The process is significantly simpler for low-involvement products.

AACSB: Analytic
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 2 Medium
Learning Objective: 05-05 Discuss the various influences on consumer behavior.
Topic: The Purchase Decision and Post purchase Evaluation

24. The FCB grid is used to determine how personal and non-personal factors influence
consumer behavior.

FALSE

The FCB grid categorizes consumer products into four quadrants based on involvement
and feel/think and is used to determine which type of advertising would be most
appropriate.

AACSB: Analytic
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 2 Medium
Learning Objective: 05-05 Discuss the various influences on consumer behavior.
Topic: Different Responses from Different Products

5-41
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McGraw-Hill Education.
25. The Kim-Lord Grid portrays the degree and the kind of involvement a consumer brings to
the purchase decision.

TRUE

The Kim-Lord grid is a variation of the FCB grid, which allows for the fact that the level of
consumer involvement in a product does not have to high "think" and low "feel" (or vice
versa) but can be high (or low) in both categories.

AACSB: Analytic
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 2 Medium
Learning Objective: 05-05 Discuss the various influences on consumer behavior.
Topic: Different Responses from Different Products

Multiple Choice Questions

5-42
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McGraw-Hill Education.
26. In terms of the human communication process model, what role does the sponsor of the
advertisement play?

A. Feedback
B. Channel
C. Message
D. Receiver
E. Source

Applying the human communication process model to advertising, we could say that the
source is the sponsor, the message is the ad, the channel is the medium, the receiver is
the consumer or prospect, and the noise is the din of competing ads and other messages.

AACSB: Communication
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 2 Medium
Learning Objective: 05-01 Explain how advertising differs from the basic communication process.
Topic: Communication: What Makes Advertising Unique

5-43
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McGraw-Hill Education.
27. According to the human communication process, the baby boomer who read all of the copy
in an ad for Lyrica, a prescription for people who feel tingling or burning sensations in their
feet, would be a(n):

A. encoder.
B. medium.
C. receiver.
D. source.
E. channel.

The receiver is usually the consumer who receives the advertiser's message. The
advertiser must always be concerned about how the consumer will decode, or interpret, a
message.

AACSB: Reflective Thinking

Accessibility: Keyboard Navigation
Blooms: Apply
Difficulty: 2 Medium
Learning Objective: 05-01 Explain how advertising differs from the basic communication process.
Topic: Communication: What Makes Advertising Unique

5-44
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McGraw-Hill Education.
28. According to the human communication process, a person who responds to an online
Starbucks survey is most likely:

A. acting as a source.
B. providing feedback.
C. creating Internet noise.
D. using integrated marketing communications.
E. utilizing a new communication channel.

Feedback verifies the message was received. A person who responds to an online
Starbucks survey is most likely providing feedback.

AACSB: Reflective Thinking

Accessibility: Keyboard Navigation
Blooms: Apply
Difficulty: 2 Medium
Learning Objective: 05-01 Explain how advertising differs from the basic communication process.
Topic: Communication: What Makes Advertising Unique

5-45
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McGraw-Hill Education.
29. Alan White is a rodeo performer. In a magazine called Western Horseman, White learned
about a new kind of feed supplement for his horse that will help keep the animal at its
peak performance. White used a(n) _____ to become familiar with this new product.

A. encoded message
B. semiotic medium
C. non-personal channel
D. personal channel
E. inert medium

Non-personal channels of communication are those that rule out interpersonal contact
between the sender and the receiver. Mass communications, such as television,
newspapers, magazines, radio, and billboards, are sent to many individuals at one time, so
they are non-personal communication channels.

AACSB: Reflective Thinking

Accessibility: Keyboard Navigation
Blooms: Apply
Difficulty: 2 Medium
Learning Objective: 05-01 Explain how advertising differs from the basic communication process.
Topic: Communication: What Makes Advertising Unique

5-46
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McGraw-Hill Education.
30. Alan did not notice the ad for Goodwater riding equipment in Western Horseman because
he was much more interested in an article on Argentinian cowboys on the page opposite
the equipment ad. In terms of the communication process, the article on Argentinian
cowboys served as _____ for the Goodwater ad.

A. noise
B. feedback
C. Information overload
D. a source maze
E. a reception blocker

Noise is the sender's advertising message competing daily with hundreds of other
commercial and noncommercial messages. The article was noise because it prevented
Alan from seeing the ad.

AACSB: Reflective Thinking

Accessibility: Keyboard Navigation
Blooms: Apply
Difficulty: 2 Medium
Learning Objective: 05-01 Explain how advertising differs from the basic communication process.
Topic: Communication: What Makes Advertising Unique

5-47
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McGraw-Hill Education.
31. _____ is the mental and emotional processes and the physical activities of people who
purchase and use goods to satisfy particular needs and wants.

A. Consumer behavior
B. Stimulus-response
C. Cognitive learning
D. Psychological response
E. Customer fulfillment

Consumer behavior refers to the mental and emotional processes and the physical
activities of people who purchase and use goods and services to satisfy particular needs
and wants.

AACSB: Analytic
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 1 Easy
Learning Objective: 05-01 Explain how advertising differs from the basic communication process.
Topic: Consumer Behavior: The Key to Advertising Strategy

5-48
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McGraw-Hill Education.
32. What is the first step in the basic consumer decision process?

A. Evaluating options
B. Identifying motivations
C. Making comparisons
D. Recognizing a problem
E. Seeking more information

The first step in the consumer decision process is problem recognition, which is followed
by information search, evaluation and selection, store choice and purchase, and post-
purchase behavior.

AACSB: Analytic
Accessibility: Keyboard Navigation
Blooms: Apply
Difficulty: 2 Medium
Learning Objective: 05-01 Explain how advertising differs from the basic communication process.
Topic: Consumer Behavior: The Key to Advertising Strategy

33. Which of the following is an example of an interpersonal influence that would affect the
purchase of an IRA (Individual Retirement Account)?

A. The individual's tax bracket

B. The IRA fund that family members use
C. The current economic environment
D. The time of year the IRA is being purchased
E. The company recommended retirement plan

Interpersonal influences include our family, society, and culture.

AACSB: Reflective Thinking

Accessibility: Keyboard Navigation
Blooms: Apply
Difficulty: 2 Medium
Learning Objective: 05-01 Explain how advertising differs from the basic communication process.
Topic: Consumer Behavior: The Key to Advertising Strategy

5-49
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McGraw-Hill Education.
34. _____ governs the way we discern raw data (stimuli) and translate them into feelings,
thoughts, beliefs, and actions.

A. Personal processes
B. Interpersonal influences
C. Non-personal influences
D. Evaluative criteria
E. Evoked sets

The three personal processes govern the way we discern raw data (stimuli) and translate
them into feelings, thoughts, beliefs, and actions. The personal processes are perception,
learning and persuasion, and motivation.

AACSB: Analytic
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 1 Easy
Learning Objective: 05-01 Explain how advertising differs from the basic communication process.
Topic: Consumer Behavior: The Key to Advertising Strategy

5-50
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McGraw-Hill Education.
35. _____ is the personalized way we sense, interpret, and comprehend various stimuli.

A. Habit
B. Learning
C. Perception
D. Motivation
E. Attitude

We use the term perception to refer to the personalized way we sense, interpret, and
comprehend various stimuli.

AACSB: Analytic
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 1 Easy
Learning Objective: 05-02 Outline the consumer perception process and explain why advertising people say "perception is
everything."
Topic: Personal Processes in Consumer Behavior

5-51
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McGraw-Hill Education.
36. When Lisa thinks about taking a class in conversational Italian, she thinks of it as a way to
challenge her intellect. When Megan thinks about taking a class in conversational Italian,
she thinks how much fun it will be to visit Italy once she knows the language. Their
differing opinions most likely result from differences in:

A. perceptions.
B. dissonance.
C. ethics.
D. cognitive learning.
E. social class.

Perception is our personalized way of sensing and comprehending stimuli.

AACSB: Reflective Thinking

Accessibility: Keyboard Navigation
Blooms: Apply
Difficulty: 2 Medium
Learning Objective: 05-02 Outline the consumer perception process and explain why advertising people say "perception is
everything."
Topic: Personal Processes in Consumer Behavior

5-52
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McGraw-Hill Education.
37. A(n) _____ is physical information we receive through our senses.

A. motivator
B. selective perception
C. attitude
D. stimulus
E. habit

A stimulus is physical information we receive through our senses.

AACSB: Analytic
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 1 Easy
Learning Objective: 05-02 Outline the consumer perception process and explain why advertising people say "perception is
everything."
Topic: Personal Processes in Consumer Behavior

5-53
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McGraw-Hill Education.
38. Thomas was planning on seeing a movie last weekend. After trying to read the small print
which told the times the movie would be shown, he gave up and decided to go to the zoo
instead. In this case, _____ screens influenced his perception.

A. physiological
B. rational
C. functional
D. psychological
E. self-actualizing

The physiological screens comprise the five senses: sight, hearing, touch, taste, and smell.
They detect incoming data and measure the dimension and intensity of the physical
stimuli.

AACSB: Reflective Thinking

Accessibility: Keyboard Navigation
Blooms: Apply
Difficulty: 1 Easy
Learning Objective: 05-02 Outline the consumer perception process and explain why advertising people say "perception is
everything."
Topic: Personal Processes in Consumer Behavior

5-54
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McGraw-Hill Education.
39. In a study in the Netherlands, Belgium, and Germany, respondents were asked to rate
imported meat against locally produced meat. In all cases, locally produced meat was
rated much higher even though the meat from all three nations is virtually
indistinguishable by sight, taste, or smell. _____ screens based on learned factors most
likely led to this perceived differences.

A. Physiological
B. Rational
C. Functional
D. Psychological
E. Self-actualizing

Each consumer uses psychological screens to evaluate, filter, and personalize information
according to subjective emotional standards. These screens evaluate data based on innate
factors, such as the consumer's personality and instinctive human needs, and learned
factors, such as self-concept, interests, attitudes, beliefs, past experiences, and lifestyle.
Physiological screens rely on the senses.

AACSB: Reflective Thinking

Accessibility: Keyboard Navigation
Blooms: Apply
Difficulty: 1 Easy
Learning Objective: 05-02 Outline the consumer perception process and explain why advertising people say "perception is
everything."
Topic: Personal Processes in Consumer Behavior

5-55
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McGraw-Hill Education.
40. If you receive an invitation to your 25th high school reunion, you will be much more likely to
notice ads for various weight-loss programs, diet foods, and skin rejuvenators than if you
are invited to an annual family picnic. This is an example of how _____ affects perception.

A. user-set
B. an evoked set
C. self-concept
D. persuasion
E. mental files

Self-concept is the image of who we are and who we want to be.

AACSB: Reflective Thinking

Accessibility: Keyboard Navigation
Blooms: Apply
Difficulty: 2 Medium
Learning Objective: 05-02 Outline the consumer perception process and explain why advertising people say "perception is
everything."
Topic: Personal Processes in Consumer Behavior

5-56
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McGraw-Hill Education.
41. A magazine cover showed a cowboy excelling in a bull riding event at a national rodeo.
Because of her strong feelings about the safety of animals, Kaye saw the picture as
fostering cruelty to animals. _____ prevented her from seeing the athleticism in the rodeo
event.

A. Noise
B. Feedback
C. Mental files
D. Perceptual screens
E. Cognitive dissonance

Before any data can be perceived, they must first penetrate a set of perceptual screens,
the subconscious filters that shield us from unwanted messages. Kaye screened out
information based on her values. The perceptual screens prevented her from seeing the
athleticism in the rodeo event.

AACSB: Reflective Thinking

Accessibility: Keyboard Navigation
Blooms: Apply
Difficulty: 2 Medium
Learning Objective: 05-02 Outline the consumer perception process and explain why advertising people say "perception is
everything."
Topic: Personal Processes in Consumer Behavior

5-57
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McGraw-Hill Education.
42. Consumer concern about food contamination from pathogenic bacteria is generally
nonexistent because most people view food safety as a government issue. The element of
perception responsible for this interpretation is called:

A. attitude.
B. learning.
C. motivation.
D. cognition.
E. screening.

Cognition refers to the point of awareness and comprehension of a stimulus. Cognition

determines an individual's reality base.

AACSB: Reflective Thinking

Accessibility: Keyboard Navigation
Blooms: Apply
Difficulty: 3 Hard
Learning Objective: 05-02 Outline the consumer perception process and explain why advertising people say "perception is
everything."
Topic: Personal Processes in Consumer Behavior

5-58
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McGraw-Hill Education.
43. The stored memories in our minds are called:

A. cognitive files.
B. mental files.
C. the personal database.
D. a data mine.
E. an information warehouse.

The mind is like a memory bank, and the stored memories in our minds are called the
mental files (or perceptual files).

AACSB: Analytic
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 1 Easy
Learning Objective: 05-02 Outline the consumer perception process and explain why advertising people say "perception is
everything."
Topic: Personal Processes in Consumer Behavior

5-59
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McGraw-Hill Education.
44. The immediate images that the name Oz creates for a fan of Ozzie Osborne's music and a
fan of The Wizard of Oz are very different. The screen-building process has created
different _____ for the two individuals.

A. blocking functions
B. stimulus/response stereotypes
C. habitual perceptions
D. attitudinal awareness
E. mental files

The stored memories in our minds are called mental files. In this case, the screen-building
process has created different mental files for the two individuals.

AACSB: Reflective Thinking

Accessibility: Keyboard Navigation
Blooms: Apply
Difficulty: 2 Medium
Learning Objective: 05-02 Outline the consumer perception process and explain why advertising people say "perception is
everything."
Topic: Personal Processes in Consumer Behavior

5-60
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McGraw-Hill Education.
45. _____ is a relatively permanent change in thought process or behavior that occurs as a
result of reinforced experience.

A. Stimulation
B. Perception
C. Dissonance
D. Learning
E. Substantiated cognition

By definition, learning is a relatively permanent change in thought process or behavior that

occurs as a result of experience.

AACSB: Analytic
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 1 Easy
Learning Objective: 05-03 Explain how a consumer's level of involvement with a product influences the decision-making
process and the advertising approach.
Topic: Personal Processes in Consumer Behavior

5-61
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McGraw-Hill Education.
46. What are the two broad categories of learning theories used by most advertisers?

A. Cognitive and conditioning theories

B. Central and peripheral route theories
C. Interpersonal and non-personal theories
D. Affective and cognitive route theories
E. Psychological and physiological screen theories

There are numerous theories of learning, but advertisers classify most into two broad
categories—cognitive theory and conditioning theory—depending on the level of consumer
involvement (high or low) required to make a purchase.

AACSB: Analytic
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 1 Easy
Learning Objective: 05-03 Explain how a consumer's level of involvement with a product influences the decision-making
process and the advertising approach.
Topic: Personal Processes in Consumer Behavior

5-62
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McGraw-Hill Education.
47. Katherine has been baking for years, and she uses King Arthur flour because that's the
brand her mother uses and recommends. Which of the following best explains why
Katherine buys King Arthur flour instead of another brand?

A. Stimulus-response theory
B. Peripheral route to persuasion
C. Central route to persuasion
D. Conditioning theory
E. Cognitive theory

Cognitive theory views learning as a mental process of memory, thinking, and the rational
application of knowledge to practical problems. This theory may be an accurate
description of how we learn from the experience of others, such as our parents. In this
case, cognitive theory best explains why Katherine buys King Arthur flour instead of
another brand.

AACSB: Reflective Thinking

Accessibility: Keyboard Navigation
Blooms: Apply
Difficulty: 3 Hard
Learning Objective: 05-03 Explain how a consumer's level of involvement with a product influences the decision-making
process and the advertising approach.
Topic: Personal Processes in Consumer Behavior

5-63
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McGraw-Hill Education.
48. _____ occurs when the change in belief, attitude, or behavioral intention is caused by
promotion communication.

A. Learning
B. Corroboration
C. Motivation
D. Substantiation
E. Persuasion

Persuasion occurs when the change in belief, attitude, or behavioral intention is caused by
promotion communication (such as advertising or personal selling).

AACSB: Analytic
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 2 Medium
Learning Objective: 05-03 Explain how a consumer's level of involvement with a product influences the decision-making
process and the advertising approach.
Topic: Personal Processes in Consumer Behavior

5-64
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McGraw-Hill Education.
49. Considering the Elaboration Likelihood Model, which of the following purchases would
most likely involve the central route to persuasion?

A. A Mother's Day card

B. A box of paper clips
C. A bag of Lays potato chips
D. A carton of eggs
E. A McDonald's Happy Meal

In the central route to persuasion, consumers have a higher level of involvement with the
product or message.

AACSB: Reflective Thinking

Accessibility: Keyboard Navigation
Blooms: Apply
Difficulty: 3 Hard
Learning Objective: 05-03 Explain how a consumer's level of involvement with a product influences the decision-making
process and the advertising approach.
Topic: Personal Processes in Consumer Behavior

5-65
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50. Taking into account the Elaboration Likelihood Model, which of the following purchases
would most likely involve the peripheral route to persuasion?

A. A wedding dress
B. A Mediterranean cruise
C. A can of soda
D. An infant car seat
E. A set of golf clubs

In the peripheral route to persuasion, consumers are more likely to be dealing with
products with which they have low involvement.

AACSB: Reflective Thinking

Accessibility: Keyboard Navigation
Blooms: Apply
Difficulty: 3 Hard
Learning Objective: 05-03 Explain how a consumer's level of involvement with a product influences the decision-making
process and the advertising approach.
Topic: Personal Processes in Consumer Behavior

5-66
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McGraw-Hill Education.
51. Most mass media advertising probably receives _____ processing because very few people
are actually in the market at any given time.

A. elaborate
B. peripheral
C. cognitive
D. habitual
E. perceptual

Because very few people are actually in the market at any given time, most mass media
advertising receives peripheral processing. In the peripheral route to persuasion,
consumers are more likely to be dealing with products with which they have low
involvement.

AACSB: Analytic
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 2 Medium
Learning Objective: 05-03 Explain how a consumer's level of involvement with a product influences the decision-making
process and the advertising approach.
Topic: Personal Processes in Consumer Behavior

5-67
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McGraw-Hill Education.
52. Harrison has walked past a Mercedes dealership every weekday for the last eight months.
Each time he passes, he examines the red Mercedes convertible in the showroom. He is
now wondering whether he should buy the convertible and sell his SUV. Which of the
following terms best describes what Harrison is doing or showing by his actions?

A. Consumer loyalty
B. Brand disparity
C. Brand interest
D. Brand perception
E. Criteria evaluation

Brand interest is an individual's openness or curiosity about a brand. Harrison is exhibiting

curiosity about the Mercedes convertible.

AACSB: Reflective Thinking

Accessibility: Keyboard Navigation
Blooms: Apply
Difficulty: 3 Hard
Learning Objective: 05-03 Explain how a consumer's level of involvement with a product influences the decision-making
process and the advertising approach.
Topic: Personal Processes in Consumer Behavior

5-68
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McGraw-Hill Education.
53. The acquired mental position we hold regarding some idea or object is called a(n):

A. cognition.
B. perception.
C. attitude.
D. motivation.
E. stimulation.

Attitude is the acquired mental position—positive or negative—regarding some idea or

object.

AACSB: Analytic
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 1 Easy
Learning Objective: 05-03 Explain how a consumer's level of involvement with a product influences the decision-making
process and the advertising approach.
Topic: Personal Processes in Consumer Behavior

54. _____ is the acquired behavior pattern that becomes nearly or completely involuntary.

A. Attitude
B. Incentive
C. Impetus
D. Habit
E. Stimulus-response

Habit—the acquired behavior pattern that becomes nearly or completely involuntary—is

the natural extension of learning. We really are creatures of habit.

AACSB: Analytic
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 1 Easy
Learning Objective: 05-03 Explain how a consumer's level of involvement with a product influences the decision-making
process and the advertising approach.
Topic: Personal Processes in Consumer Behavior

5-69
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McGraw-Hill Education.
55. Advertisers have three habit-related goals. Which of the following promotions is intended
to help the advertiser meet the goal of habit acquisition?

A. For every ten cups of coffee you purchase at a local convenience store, you get one
free.
B. A sales clerk gives out free samples of Bush's brand home style chili at Sam's Club.
C. Reynar, a long-time Crest toothpaste user, receives a coupon for a free trial-size of
Rembrandt toothpaste in the mail.
D. The Mystery Book Club offers six free books to new members tied to a contract to
purchase more in the future.
E. The new Kroger supermarket is holding a grand opening with numerous buy-one-get-
one-free items to attract shoppers from other supermarkets.

Acquiring habits involves teaching consumers to repurchase their brand. In an attempt to

teach consumers to repurchase books, the Mystery Book Club offers free books for new
members tied to a contract to purchase more later on. The convenience store promotion is
habit reinforcement. The coupon and the free samples of the new product are habit
breaking as is the grand opening.

AACSB: Reflective Thinking

Accessibility: Keyboard Navigation
Blooms: Apply
Difficulty: 3 Hard
Learning Objective: 05-03 Explain how a consumer's level of involvement with a product influences the decision-making
process and the advertising approach.
Topic: Personal Processes in Consumer Behavior

5-70
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56. Which of the following promotions is intended to help the advertiser meet the goal of habit
reinforcement?

A. For every ten cups of coffee you purchase at a local convenience store, you get one
free.
B. A sales clerk gives out free samples of Bush's brand home style chili at Sam's Club.
C. Sam sees a comparative ad showing the superiority of Coors beer over Anheuser-
Busch beer.
D. A vacuum cleaner salesperson offers to clean the living room carpet of the Truman
household.
E. A new laundry shop offers a one-time free trial for all customers.

Reinforcing habits involves reminding current customers of the value of their original
purchase and encourage them to continue purchasing. Many magazines, for example, offer
special renewal rates to their regular subscribers. Hotels offer loyalty programs and
airlines award frequent flier miles for the same reason. The convenience store promotion
is trying to get present customers to be habitual customers.

AACSB: Reflective Thinking

Accessibility: Keyboard Navigation
Blooms: Apply
Difficulty: 3 Hard
Learning Objective: 05-03 Explain how a consumer's level of involvement with a product influences the decision-making
process and the advertising approach.
Topic: Personal Processes in Consumer Behavior

5-71
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McGraw-Hill Education.
57. _____ refers to the underlying forces that contribute to an individual's purchasing actions.

A. Conditioned learning
B. Perception
C. Inducement
D. Motivation
E. Corroboration

Motivation refers to the underlying forces (or motives) that contribute to our actions.
These motives stem from the conscious or unconscious goal of satisfying our needs and
wants.

AACSB: Analytic
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 1 Easy
Learning Objective: 05-04 Describe the fundamental motives behind consumer purchases.
Topic: Personal Processes in Consumer Behavior

58. _____ refer to the basic, often instinctive, human forces that motivate us to do something.

A. Needs
B. Wants
C. Ideals
D. Desires
E. Morals

Needs are the basic, often instinctive, human forces that motivate us to do something.

AACSB: Analytic
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 1 Easy
Learning Objective: 05-04 Describe the fundamental motives behind consumer purchases.
Topic: Personal Processes in Consumer Behavior

5-72
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McGraw-Hill Education.
59. _____ are needs that we learn during our lifetime.

A. Values
B. Wants
C. Ethics
D. Desires
E. Ideals

Wants are "needs" that we learn during our lifetime.

AACSB: Analytic
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 1 Easy
Learning Objective: 05-04 Describe the fundamental motives behind consumer purchases.
Topic: Personal Processes in Consumer Behavior

60. Maslow's hierarchy of needs helps researchers:

A. create habit-breaking attitudes.

B. learn how to control selective perception.
C. understand how culture influences consumer behavior.
D. control the amount and type of feedback.
E. better understand what motivates consumers.

To better understand what motivates people, Abraham Maslow developed the classic
model called the hierarchy of needs. It helps classify how people are motivated.

AACSB: Analytic
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 1 Easy
Learning Objective: 05-04 Describe the fundamental motives behind consumer purchases.
Topic: Personal Processes in Consumer Behavior

5-73
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McGraw-Hill Education.
61. What level of Maslow's hierarchy of needs is being addressed in a clothing ad that states
"Create your signature style?"

A. Safety
B. Self-actualization
C. Love
D. Physiological
E. Social

With a "signature style," a woman can make herself the most attractive possible, which is
a self-actualization need.

AACSB: Reflective Thinking

Accessibility: Keyboard Navigation
Blooms: Apply
Difficulty: 2 Medium
Learning Objective: 05-04 Describe the fundamental motives behind consumer purchases.
Topic: Personal Processes in Consumer Behavior

5-74
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McGraw-Hill Education.
62. Someone who is a vegetarian often becomes so due to the belief that killing animals is
cruel and that processed meat contains harmful chemicals. Both of these reasons are
examples of _____ motives.

A. transformational
B. stimulus
C. negatively originated
D. transactional
E. need-based

The most common energizers of consumer behavior are the negatively originated motives,
such as problem removal or problem avoidance. Whenever we run out of something, for
instance, we experience a negative mental state. To relieve those feelings, we actively
seek a new or replacement product. The reasons created a negative mental state.

AACSB: Reflective Thinking

Accessibility: Keyboard Navigation
Blooms: Apply
Difficulty: 2 Medium
Learning Objective: 05-04 Describe the fundamental motives behind consumer purchases.
Topic: Personal Processes in Consumer Behavior

5-75
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McGraw-Hill Education.
63. Kate is looking forward to spending two weeks in Hawaii. However, one week before the
trip, Kate's car breaks down, and she has to spend her vacation money on repairs. Kate's
desire for a luxurious vacation is produced by a(n) _____ motive, while the necessity of
paying for car repairs is an example of a _____ motive.

A. positively originated; negatively originated

B. transformational; transactional
C. informational; transformational
D. negatively originated; positively originated
E. informational; transactional

The vacation can be viewed as a reward and is, therefore, a positively originated motive.
The car repair removes a problem and is, therefore, a negatively originated motive.

AACSB: Reflective Thinking

Accessibility: Keyboard Navigation
Blooms: Apply
Difficulty: 3 Hard
Learning Objective: 05-04 Describe the fundamental motives behind consumer purchases.
Topic: Personal Processes in Consumer Behavior

5-76
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McGraw-Hill Education.
64. People who enjoy a thick Porterhouse steak often appreciate the taste and consider the
meal a well-deserved reward at the end of a hard day. These reasons for enjoying steak
are all examples of _____ motives.

A. transformational
B. informational
C. negatively originated
D. transactional
E. need-based

The three positively originated motives—sensory gratification, intellectual stimulation, and

social approval—are also called transformational motives because the consumer expects
to be transformed in a sensory, intellectual, or social sense. They could also be called
"reward" motives because the transformation is a rewarding state. Transformational
motives are sometimes called reward motives.

AACSB: Reflective Thinking

Accessibility: Keyboard Navigation
Blooms: Apply
Difficulty: 2 Medium
Learning Objective: 05-04 Describe the fundamental motives behind consumer purchases.
Topic: Personal Processes in Consumer Behavior

5-77
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McGraw-Hill Education.
65. _____ are groups of people we try to emulate or whose approval concerns us.

A. Approval centers
B. Emulation groups
C. Norm standard bearers
D. Cultural norms
E. Reference groups

Reference groups are people we try to emulate or whose approval concerns us.

AACSB: Analytic
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 1 Easy
Learning Objective: 05-05 Discuss the various influences on consumer behavior.
Topic: Interpersonal Influences on Consumer Behavior

66. Tina is a new student at a private academy. She values the opinions of her new
classmates and tries to dress just like them. She watches the same television shows they
watch and tries to copy their hair style and the way they stand. For Tina, her new
classmates are a(n):

A. approval center.
B. focus group.
C. standard bearer.
D. cultural norm.
E. reference group.

Reference groups are people we try to emulate or whose approval concerns us. Tina
desires their approval.

AACSB: Reflective Thinking

Accessibility: Keyboard Navigation
Blooms: Apply
Difficulty: 2 Medium
Learning Objective: 05-05 Discuss the various influences on consumer behavior.
Topic: Interpersonal Influences on Consumer Behavior

5-78
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McGraw-Hill Education.
67. In the special bride edition of Martha Stewart Living magazine, its editors describe the
latest trends in weddings and give advice on how to create the perfect wedding. In this
situation, the editors of the magazine could be considered:

A. opinion leaders.
B. reinforcers.
C. a reference point.
D. selective communicators.
E. negative motivators.

An opinion leader is some person or organization whose beliefs or attitudes are respected
by people who share an interest in some specific activity. All fields (sports, religion,
fashion, politics) have opinion leaders. An opinion leader may be some expert we find
credible. The editors of the magazine are acting in the role of knowledgeable friends.

AACSB: Reflective Thinking

Accessibility: Keyboard Navigation
Blooms: Apply
Difficulty: 3 Hard
Learning Objective: 05-05 Discuss the various influences on consumer behavior.
Topic: Interpersonal Influences on Consumer Behavior

5-79
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McGraw-Hill Education.
68. _____ refers to the whole set of meanings, beliefs, attitudes, and ways of doing things that
are shared by some homogeneous social group and typically handed down from generation
to generation.

A. Culture
B. Psychographics
C. Civilization
D. Social evolution
E. Social class

Culture refers to the whole set of meanings, beliefs, attitudes, and ways of doing things
that are shared by some homogeneous social group and typically handed down from
generation to generation.

AACSB: Analytic
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 1 Easy
Learning Objective: 05-05 Discuss the various influences on consumer behavior.
Topic: Interpersonal Influences on Consumer Behavior

5-80
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McGraw-Hill Education.
69. The number of Hispanics in the United States is growing rapidly. In Mexico, a prescription
is not needed to get medication, so the idea of bringing prescriptions to the pharmacist in
order to get the needed medicine is foreign to Mexican immigrants. Developing a method
of explaining prescriptions to recent immigrants is a response to _____ differences.

A. social class
B. economic
C. cultural
D. ethical
E. psychographic

Culture refers to the whole set of meanings, beliefs, attitudes, and ways of doing things
that are shared by some homogeneous social group and typically handed down from
generation to generation. Culture includes the ways things are done—such as treating an
illness. Hence, developing a method of explaining prescriptions to recent immigrants is a
response to cultural differences.

AACSB: Reflective Thinking

Accessibility: Keyboard Navigation
Blooms: Apply
Difficulty: 2 Medium
Learning Objective: 05-05 Discuss the various influences on consumer behavior.
Topic: Interpersonal Influences on Consumer Behavior

5-81
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McGraw-Hill Education.
70. Zoroastrianism was the dominant world religion during the Persian empires (559 BC to 651
AC) and was thus the most powerful world religion at the time of Jesus. It is still practiced
worldwide, especially in Iran and India. Within these two countries, the religion's members
share a set of beliefs that set them apart from others who reside in the country. Believers
in this religion would be classified as a(n):

A. classless society.
B. subculture.
C. national reference group.
D. transformational group.
E. opinion group.

A subculture is a segment within a culture that shares a set of meanings, values, or

activities that differ from those of the overall culture.

AACSB: Reflective Thinking

Accessibility: Keyboard Navigation
Blooms: Apply
Difficulty: 2 Medium
Learning Objective: 05-05 Discuss the various influences on consumer behavior.
Topic: Interpersonal Influences on Consumer Behavior

5-82
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McGraw-Hill Education.
71. Consumers' evoked sets are:

A. those members of the buyer's family who must be considered when a product is
selected for purchase.
B. the combination of products that consumers finally select for their use.
C. the alternatives that consumers evaluate before making decisions.
D. the environments that affect the decision-making process.
E. the relevant reference group(s) for a particular purchase.

An evoked set is the particular group of alternative goods or services a consumer

considers when making a buying decision.

AACSB: Analytic
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 2 Medium
Learning Objective: 05-05 Discuss the various influences on consumer behavior.
Topic: The Purchase Decision and Post purchase Evaluation

5-83
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McGraw-Hill Education.
72. Once a month, Morgan buys a case of wine. She will either buy the Charles Shaw brand,
the Livingston brand, or the Sutter Home brand because she knows that these three
brands are inexpensive and tasty. She considers only these three options when selecting
her wine. For Morgan, the three brands of wine are a(n):

A. evaluated set.
B. evoked set.
C. standardized set.
D. selected criteria.
E. alternative list.

An evoked set is the alternatives that consumers evaluate before making decisions. In this
case, Morgan considers only these three options as they are an evoked set for her.

AACSB: Reflective Thinking

Accessibility: Keyboard Navigation
Blooms: Apply
Difficulty: 2 Medium
Learning Objective: 05-05 Discuss the various influences on consumer behavior.
Topic: The Purchase Decision and Post purchase Evaluation

5-84
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McGraw-Hill Education.
73. To establish an evoked set, consumers must:

A. have brand loyalty.

B. establish evaluative criteria.
C. recognize personal influences.
D. avoid post-purchase evaluation.
E. experience cognitive dissonance.

Evaluative criteria are standards that consumers use to judge the features and benefits of
their evoked sets.

AACSB: Analytic
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 2 Medium
Learning Objective: 05-05 Discuss the various influences on consumer behavior.
Topic: The Purchase Decision and Post purchase Evaluation

5-85
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McGraw-Hill Education.
74. Once a month, Morgan buys a case of wine. She will either buy the Charles Shaw brand,
the Livingston brand, or the Sutter Home brand because she knows that these three
brands are inexpensive and tasty. Inexpensive and tasty would be classified as her:

A. peripheral responses.
B. selective tools.
C. evaluative criteria.
D. evoked set.
E. acquired attitude.

Evaluative criteria are the standards that consumers use to judge the features and
benefits of their evoked sets. In this case, inexpensive and tasty would be classified as
Morgan's evaluative criteria.

AACSB: Reflective Thinking

Accessibility: Keyboard Navigation
Blooms: Apply
Difficulty: 2 Medium
Learning Objective: 05-05 Discuss the various influences on consumer behavior.
Topic: The Purchase Decision and Post purchase Evaluation

5-86
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McGraw-Hill Education.
75. According to the _____, people strive to justify their behavior by reducing the degree to
which their beliefs or impressions are inconsistent with reality.

A. cognitive theory of satisfaction

B. stimulus-response theory
C. equity theory
D. theory of cognitive dissonance
E. expectancy theory

A key feature of the post purchase evaluation is cognitive dissonance. The theory of
cognitive dissonance holds that people strive to justify their behavior by reducing the
dissonance, or inconsistency, between their cognitions (their perceptions or beliefs) and
reality.

AACSB: Analytic
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 2 Medium
Learning Objective: 05-05 Discuss the various influences on consumer behavior.
Topic: The Purchase Decision and Post purchase Evaluation

5-87
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McGraw-Hill Education.
76. Last week, Gopal paid $359 for a sewing machine for his wife. He purchased the machine
from an Internet retailer and believed he had received a bargain. This week he found an
identical sewing machine at Walmart for $169. He is likely to experience:

A. selective perception.
B. cognitive dissonance.
C. perceptual dissonance.
D. negative motivation.
E. attitudinal dissatisfaction.

Cognitive dissonance occurs when there is inconsistency between what the consumer
perceived to be true and reality. In this case, Gopal is likely to experience cognitive
dissonance.

AACSB: Reflective Thinking

Accessibility: Keyboard Navigation
Blooms: Apply
Difficulty: 1 Easy
Learning Objective: 05-05 Discuss the various influences on consumer behavior.
Topic: The Purchase Decision and Post purchase Evaluation

5-88
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McGraw-Hill Education.
77. For which of the following purchasers would cognitive dissonance be the greatest?

A. A mother purchased acne medicine for her teenage son.

B. A secretary rented a car for her boss's business trip.
C. A jogger purchased a bottle of water for himself.
D. A college graduate bought a new sports car.
E. A student purchased a pizza for supper.

When the level of involvement for a purchase is high, the potential for cognitive
dissonance is greater. A person buying a car is more involved in the purchase than a
person buying acne medicine, water, or pizza so is more likely to experience cognitive
dissonance.

AACSB: Reflective Thinking

Accessibility: Keyboard Navigation
Blooms: Apply
Difficulty: 2 Medium
Learning Objective: 05-05 Discuss the various influences on consumer behavior.
Topic: The Purchase Decision and Post purchase Evaluation

5-89
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McGraw-Hill Education.
78. Which of the following statements is true about the FCB grid?

A. It helps advertising agencies determine which type of advertising to use for a specific
product.
B. It demonstrates how consumers can avoid cognitive dissonance through the use of
more specific evaluative criteria.
C. It illustrates how negatively originated motives differ from positively originated motives.
D. It helps create integrated marketing communications that present a unified message to
the targeted audience.
E. It helps advertising agencies determine which approach to use based on the
consumer's stage on the brand loyalty continuum.

FCB grid is a two dimensional model that categorizes consumer products into four
quadrants based on "high involvement" or "low involvement," and "think" or "feel." By
positioning brands in the grid, an agency can determine the type of advertising that would
be most appropriate.

AACSB: Analytic
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 1 Easy
Learning Objective: 05-05 Discuss the various influences on consumer behavior.
Topic: Different Responses from Different Products

5-90
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79. The four quadrants of the FCB grid are high involvement or low involvement and:

A. need or want.
B. think or feel.
C. culture or society.
D. peripheral or route persuasion.
E. cognitive or conditioned thinking.

The FCB grid is a two dimensional model that categorizes consumer products into four
quadrants based on "high involvement" or "low involvement," and "think" or "feel." By
positioning brands in the grid, an agency can determine the type of advertising that would
be most appropriate.

AACSB: Analytic
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 1 Easy
Learning Objective: 05-05 Discuss the various influences on consumer behavior.
Topic: Different Responses from Different Products

5-91
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McGraw-Hill Education.
80. The _____ depicts the degrees and kinds of involvement a consumer brings to the
purchase decision for different products.

A. basic consumer decision model

B. FCB grid
C. traditional model of consumer involvement
D. Kim-Lord grid
E. continuum of purchase expectations

The Kim-Lord grid also depicts the degree and the kind of involvement a consumer brings
to the purchase decision for different products. Some purchases, like cars, require a high
degree of personal involvement on both the cognitive and affective levels.

AACSB: Analytic
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 1 Easy
Learning Objective: 05-05 Discuss the various influences on consumer behavior.
Topic: Different Responses from Different Products

Short Answer Questions

81. Define consumer behavior.

Consumer behavior: The activities, actions, and influences of people who purchase and
use goods and services to satisfy their personal or household needs and wants.

AACSB: Analytic
Blooms: Understand
Difficulty: 1 Easy
Learning Objective: 05-01 Explain how advertising differs from the basic communication process.
Topic: Consumer Behavior: The Key to Advertising Strategy

5-92
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McGraw-Hill Education.
82. What are the three personal processes in the consumer decision process?

The three personal processes govern the way we discern raw data (stimuli) and translate
them into feelings, thoughts, beliefs, and actions. The personal processes are the
perception, the learning and persuasion, and the motivation processes.

AACSB: Analytic
Blooms: Understand
Difficulty: 2 Medium
Learning Objective: 05-01 Explain how advertising differs from the basic communication process.
Topic: Consumer Behavior: The Key to Advertising Strategy

83. What are physiological screens and how do they affect the advertising process?

The physiological screens comprise the five senses: sight, hearing, touch, taste, and smell.
They detect incoming data and measure the dimension and intensity of the physical
stimuli.

AACSB: Analytic
Blooms: Understand
Difficulty: 2 Medium
Learning Objective: 05-02 Outline the consumer perception process and explain why advertising people say "perception is
everything."
Topic: Personal Processes in Consumer Behavior

5-93
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McGraw-Hill Education.
84. In the elaboration likelihood model, there are two ways promotion communication can
persuade consumers. What are those two ways?

The elaboration likelihood model uses central route to persuasion and the peripheral route
to persuasion to persuade consumers.

AACSB: Communication
Blooms: Understand
Difficulty: 2 Medium
Learning Objective: 05-03 Explain how a consumer's level of involvement with a product influences the decision-making
process and the advertising approach.
Topic: Personal Processes in Consumer Behavior

85. What is the difference between a habit and an attitude?

Attitude: The acquired mental position—positive or negative—regarding some idea or

object. Habit: An acquired or developed behavior pattern that has become nearly or
completely involuntary. Attitude is the mental side and habit is the behavioral side of the
same coin.

AACSB: Analytic
Blooms: Understand
Difficulty: 2 Medium
Learning Objective: 05-03 Explain how a consumer's level of involvement with a product influences the decision-making
process and the advertising approach.
Topic: Personal Processes in Consumer Behavior

5-94
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McGraw-Hill Education.
86. What are the three positively originated (transformational) motives?

The three positively originated motives—sensory gratification, intellectual stimulation, and

social approval—are also called transformational motives because the consumer expects
to be transformed in a sensory, intellectual, or social sense.

AACSB: Analytic
Blooms: Understand
Difficulty: 1 Easy
Learning Objective: 05-04 Describe the fundamental motives behind consumer purchases.
Topic: Communication: What Makes Advertising Unique

87. List the interpersonal influences on consumer behavior.

Important interpersonal influences affect—sometimes even dominate—these processes.

They also serve as guidelines for consumer behavior. These influences can best be
categorized as the family, the society, and the cultural environment of the consumer.

AACSB: Analytic
Blooms: Understand
Difficulty: 1 Easy
Learning Objective: 05-05 Discuss the various influences on consumer behavior.
Topic: Interpersonal Influences on Consumer Behavior

5-95
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McGraw-Hill Education.
88. Why does the Organization of American Milk Processing use a variety of different
celebrities in its "Got Milk" ad campaign?

The American Milk Processing uses variety of celebrities in its ad campaigns to have
opinions leaders that appeal to each target market.

AACSB: Analytic
Blooms: Understand
Difficulty: 3 Hard
Learning Objective: 05-05 Discuss the various influences on consumer behavior.
Topic: Interpersonal Influences on Consumer Behavior

89. Briefly explain the theory of cognitive dissonance.

The theory of cognitive dissonance holds that people strive to justify their behavior by
reducing the dissonance or inconsistency between their cognitions (their perceptions and
beliefs) and reality.

AACSB: Analytic
Blooms: Understand
Difficulty: 2 Medium
Learning Objective: 05-05 Discuss the various influences on consumer behavior.
Topic: The Purchase Decision and Post purchase Evaluation

5-96
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McGraw-Hill Education.
90. What are the dimensions used on the Foote, Cone & Belding grid to determine which type
of advertising would be most appropriate?

The FCB grid categorized consumer products into four quadrants based on "high
involvement" or "low involvement," and "think" or "feel."

AACSB: Analytic
Blooms: Understand
Difficulty: 2 Medium
Learning Objective: 05-05 Discuss the various influences on consumer behavior.
Topic: Different Responses from Different Products

Essay Questions

91. List the elements of the human communication process model and briefly describe each.

The various parts of the human communication process model are: (a) source—formulates
an idea, (b) encoding—encodes the idea as a message, (c) message—a form of
communication that can be understood, (d) channel—the message is sent through a
channel to another party, (e) receiver—this party receives the message from the source
through a channel, (f) decoding—to understand the message the receiver must decode it,
(g) feedback—a message that has been sent is now acknowledged and a response is sent
back to the source and (h) noise—can interfere with the message transmission or
understanding.

AACSB: Communication
Blooms: Understand
Difficulty: 2 Medium
Learning Objective: 05-01 Explain how advertising differs from the basic communication process.
Topic: Communication: What Makes Advertising Unique

5-97
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McGraw-Hill Education.
92. Describe the basic consumer decision process model. Include any processes that precede
the actual decisions made by consumers.

Interpersonal influences (family, society, and culture) interact with non-personal

influences (time, place, and environment) and personal processes (perception, learning
and persuasion, and motivation) to bring needs and wants into decision making. The
consumer's experiences and acquisitions impact this decision process. The actual decision
process has five distinct steps: (a) problem recognition, (b) information search, (c)
evaluation and selection, (d) store choice and purchase, and (e) post purchase behavior
(positive or negative experience).

AACSB: Analytic
Blooms: Understand
Difficulty: 2 Medium
Learning Objective: 05-01 Explain how advertising differs from the basic communication process.
Topic: Consumer Behavior: The Key to Advertising Strategy

93. Describe the model of the consumer perception process.

Physical data or stimuli (ads/commercials, promotion, news items, products/stores, price

tags, conversations) meet physiological (sensory) screens (sight, touch, hearing, taste,
smell) and then meet psychological (emotional) screens (personality, self-concept,
attitudes, beliefs, and habits) that result in cognition or awareness by the consumer.
Once the consumer is aware of data or stimuli, the information goes into mental (memory)
files (information, needs, wants) for further processing.

AACSB: Analytic
Blooms: Understand
Difficulty: 2 Medium
Learning Objective: 05-02 Outline the consumer perception process and explain why advertising people say "perception is
everything."
Topic: Personal Processes in Consumer Behavior

5-98
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McGraw-Hill Education.
94. Why is it important for marketers to realize that consumers have limited memories?

Because of limited memory, consumers resist opening new mental files and avoid
accepting new information inconsistent with what is already filed. Consumers can rarely
hold more than seven brands in any one file. The remainder gets filed somewhere else or
completely rejected. Marketers (especially of new brands) need to understand how
consumers' memories work.

AACSB: Analytic
Blooms: Understand
Difficulty: 2 Medium
Learning Objective: 05-02 Outline the consumer perception process and explain why advertising people say "perception is
everything."
Topic: Personal Processes in Consumer Behavior

95. Distinguish between the cognitive theory of learning and the conditioning theory of
learning.

The cognitive theory views learning as a mental process of memory, thinking, and rational
application of knowledge to practical problems. This theory explains how we learn from
experience. Often called stimulus-response theory, the conditioning theory treats learning
as a trial-and-error process. Some stimulus triggers a want or need and this in turn
creates the drive to respond. This theory is also associated with repeat behavior.

AACSB: Analytic
Blooms: Understand
Difficulty: 2 Medium
Learning Objective: 05-03 Explain how a consumer's level of involvement with a product influences the decision-making
process and the advertising approach.
Topic: Personal Processes in Consumer Behavior

5-99
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McGraw-Hill Education.
96. What is the difference between the central route and the peripheral route to persuasion?

Central route to persuasion: One of two ways communication can persuade consumers.
When a consumer's level of involvement is high, the central route to persuasion is more
likely. In the central route to persuasion, consumers are motivated to pay attention to the
central, product-related information, such as product attributes and benefits. Because of
their high involvement, they tend to learn cognitively and comprehend the ad-delivered
information at deeper, more elaborate levels.
Peripheral route to persuasion: One of two ways communication can persuade consumers.
When consumers have low involvement with a product or message, they have little reason
to pay attention to or comprehend the central message of the ad. However, these
consumers might attend to some peripheral aspects of an ad for its entertainment value.
Consistent with stimulus response theory, consumers may respond to the message at a
later date, when a purchase occasion arises.

AACSB: Analytic
Blooms: Understand
Difficulty: 2 Medium
Learning Objective: 05-03 Explain how a consumer's level of involvement with a product influences the decision-making
process and the advertising approach.
Topic: Personal Processes in Consumer Behavior

5-100
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McGraw-Hill Education.
97. Why would an advertiser repeat the same commercial numerous times during a sporting
event on television? How does the advertiser hope to benefit?

One key to learning and persuasion is repetition. Advertising must repeat key information
to prospective and current customers so they remember the product's name and its
benefits. Repeat messages are necessary to penetrate customers' perceptual screens by
rekindling memories of information for previous advertising. The repeated ads place a
product's name and benefits firmly in customers' mental files.

AACSB: Analytic
Blooms: Understand
Difficulty: 3 Hard
Learning Objective: 05-03 Explain how a consumer's level of involvement with a product influences the decision-making
process and the advertising approach.
Topic: Personal Processes in Consumer Behavior

98. What are transformational motives? List three examples of transformational motives.

Transformational motives are positively originated motives or reward motives because the
consumer expects to be transformed in a sensory, intellectual, or social sense. The
consumer expects some benefit or reward. The three transformational motives are sensory
gratification, intellectual stimulation, and social approval.

AACSB: Analytic
Blooms: Understand
Difficulty: 2 Medium
Learning Objective: 05-04 Describe the fundamental motives behind consumer purchases.
Topic: Personal Processes in Consumer Behavior

5-101
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McGraw-Hill Education.
99. What is culture? How does it differ from a subculture?

Culture: A homogeneous group's whole set of beliefs, attitudes, and ways of doing things,
typically handed down from generation to generation. Subculture: A segment within a
culture that shares a set of meanings, values, or activities that differ in certain respects
from those of the overall culture.

AACSB: Analytic
Blooms: Understand
Difficulty: 2 Medium
Learning Objective: 05-05 Discuss the various influences on consumer behavior.
Topic: Interpersonal Influences on Consumer Behavior

100. Distinguish between the FCB grid and the Kim-Lord grid.

FCB grid: A two dimensional model that categorizes consumer products into four
quadrants based on "high involvement" or "low involvement," and "think" or "feel." By
positioning brands in the grid, an agency can determine the type of advertising that would
be most appropriate. Kim-Lord grid: A variation of the FCB grid, which allows for the fact
that the level of consumer involvement in a product does not have to high "think" and low
"feel" (or vice versa) but can be high (or low) in both categories.

AACSB: Analytic
Blooms: Understand
Difficulty: 2 Medium
Learning Objective: 05-05 Discuss the various influences on consumer behavior.
Topic: Different Responses from Different Products

5-102
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McGraw-Hill Education.