BB Practice Essay Questions and MCQ (Part Two - Chapters 8-11)

Consumer BehaviorPractice Questions and MC

Questions(Part Two: Chapters 8-11)

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Note!!• It is important to practice some of the

questions at the back of the text as well as attempt some Multiple-Choice Questions

• The answers to the selected practice essay questions here do NOT represent a “model answer” and you are strongly advised to draft your own approach and give your own local examples

• The MCQ do not have answers- practice these yourself and compare with your classmates

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Review and discussion questions

Chapter Eight:Perception

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Review and discussion questions (selected) from end

of the chapter

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Review Questions

What is information processing? How is perception a part of this system?

Information processing is a series of activities whereby an individual acquires, stores and assigns

meaning to stimuli. Perception is the process of exposure to information. This process may be

selective; it may be that not all the information, nor the exact content of information, is totally

received by the individual for information processing.

How can exposure be defined? What influences the type of objects, messages and events that an

individual consumer will seek exposure to?

Exposure occurs when a stimulus comes within range of one of the individual’s primary sensory

receptors. We are exposed to only a small fraction of the available stimuli, and this is usually the

result of ‘self-selection’. Situational as well as stimulus factors will affect which stimuli a consumer

is exposed to, i.e. placement and location.

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What is the function of attention as part of the process of perception? What factors affect the stimuli

that a consumer will attend to? How do marketers use this?

Attention occurs when the stimulus activates one or more sensory receptor nerves and the resulting

sensations go into the brain for processing. There are two determinants of attention: stimulus

factors—physical characteristics of the stimulus itself; and individual factors—characteristics of the

individual consumer. Marketers use their knowledge of the effects of manipulating these factors,

alone and in combination, to bring about attention to exposed stimuli.

Which stimulus factors are most effective in attracting attention? What problems can arise from a

marketing point of view by simply relying on stimulus factors?

Stimulus factors include: contrast; intensity; colour; movement; position; isolation; and closure. Two

potential problems are that the strategy will be so successful in attracting attention to the stimulus

object that it will reduce the attention devoted to the sales message; and that the stimulus will have a

negative effect on the interpretation of the message.

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What function does interpretation fulfil? What effect does it have on how the meaning of a stimulus is

created?

Interpretation is the assignment of meaning to stimuli that have been attended to. Interpretation is a

function of individual, as well as stimulus-related and situational, characteristics. Cognitive

interpretation appears to involve a process whereby new stimuli are placed in existing categories of

meaning. Affective interpretation is the emotional or feeling response triggered by the stimulus.

What is the difference between cognitive and affective interpretation?

Cognitive interpretation involves the process whereby new stimuli are placed in existing categories of

meaning (e.g. when compact disc players were a new product, they were interpreted by comparing

them with cassette tape recorders). Affective interpretation is an emotional response triggered by a

stimulus, such as an advertisement for wearing safety belts that depicts a rather ugly accident in

which the driver is not wearing a safety belt.

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How does knowledge of the process of perception assist the marketing manager in:

(a) formulating a media or a retail strategy?

(b) designing advertisements and packages?

(c) developing brand names?

(d) evaluating and regulating advertising?

Marketing managers use their knowledge of information processing in a variety of

ways. The fact that media exposure is selective is the basis for media strategy.

Retailers can enhance their operations by viewing their outlets as information

environments. Both stimulus and personal-interest factors are used to attract

attention to advertisements and packages. Characteristics of the target market and

the message are studied to ensure that accurate interpretation occurs. The meaning

that consumers assign to words and parts of words is the basis for selecting a brand

name. Information-processing theory guides a wide range of advertising evaluation

techniques.

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Discussion Questions

1. How could a marketing manager for (a) the Quit (anti-smoking) campaign, (b) a restaurant chain, (c) a superannuation fund, (d) children’s toys or (e) a boutique vineyard use the material in this chapter to guide the development of a national advertising campaign? Would the usefulness of this material be limited just to advertising decisions? Explain your answer.

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The following points are critical:Exposure: Will the target market seek out the

information? Students should describe how their media selectionswill change based on whether or not the target market will actively seek the information.

Attention: As above, except that the emphasis is on the advertisement content and the use of stimulus factors to attractattention.

Interpretation: Here the student must be sure that the meaning assigned to the advertisement is consistent with objectives of the firm.

The usefulness of the information is not limited to advertising. The product itself is a piece of information, and is subject to all the laws of perception. Its colour, shape and so forth give the consumer meaning that can influence the purchase decision. The personal sales presentation is also subject to perceptual concepts, as are store design and layout.

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Multiple-Choice Questions (answers given during

lectures)

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Perception is the activity that:A. links the consumer to marketer, group and situation influencesB. translates data into informationC. converts stimuli into effectD. relates external and internal influences

Which of the following is NOT a major step in information processing:A. attentionB. interpretationC. exposureD. all of the given answers are steps in information processingAnswer: D

Exposure occurs when:A. a stimulus comes within range of our sensory receptor nervesB. the individual assigns some meaning to the stimulusC. the individual can recall the stimulusD. the individual becomes aware of the stimulus

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Which of the following is not a stimulus factor that influences attention:A. positionB. contrastC. isolationD. all of the given answers influence attention

If a target market is not interested in a product, the marketer should consider:A. using stimulus factors to ensure attentionB. blending the message with a topic of interest to the target marketC. using either celebrities or humourD. all of the given answers

Hemispheric lateralisation refers to:A. transfers from long- to short-term memoryB. transfers from short- to long-term memoryC. information flow from the nervous system to the brainD. different types of activities being controlled by each side of the brain

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Which of the following is NOT a generalisation about how interpretation occurs:A: interpretation involves placing stimuli into existing categories of meaningB. stimuli are interpreted consistent with the individual's expectationsC. temporary characteristics of individuals affect their interpretationsD. all of the given answers are valid generalisations

When consumers interpret lower price to reflect lower quality, this is an example of:A. semanticsB. semioticsC. anthropologyD. cognitive interpretation

Misinterpretation of television communications:A. affects primarily the lower social strataB. is more severe in program content than in commercialsC. is more severe in commercials than in program contentD. A and B

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Subliminal perception involves:A. responding to emotional feelings rather than objective stimuliB. interpreting stimuli based on innate rather than learned factorsC. interpreting stimuli based on learned rather than innate factorsD. none of the given answers

Which theory is used to explain and hypothesise that the core reason for decline in the impact of television advertising is adjustment to the level and type of stimuli to which we are accustomed:A: selective retention theoryB. selective perception theoryC. adaptation level theoryD. adaptation overload theory

Tammy, a marketing student at uni, usually completes her assignment on her laptop whilst watching TV, listening to her friends, taking phone calls, and checking email and Facebook. Tammy might be experiencing:A. information compressionB. adaptation level theoryC. information overloadD. none of the given answers 2-15

Two important personal variables affecting interpretation are:A. learning and involvementB. involvement and interpretationC. learning and expectationsD. none of the given answers

The two critical tasks that advertising and packaging must perform are:A. capture attention and convey meaningB. capture attention and influence perceptionC. convey meaning and influence perceptionD. change perception and capture attention

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Chapter Nine:Learning and Memory

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of the chapter

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Review Questions

1. What are the different kinds of learning theories?

Consumers use two basic types of learning: conditioning and cognition.

There are two forms of conditioned learning: classical and operant. Classical conditioning is

the process of using an existing relationship between a stimulus and response to bring about the

learning of the same response to a different stimulus. Reinforcement plays a much larger role in

operant conditioning than it does in classical conditioning. No automatic stimulus–response

relationship is involved, so the subject must first be induced to engage in the desired behaviour,

and then this behaviour must be reinforced.

The cognitive approach to learning encompasses the mental activities of humans as they work

to solve problems. It includes iconic rote learning (forming associations between unconditioned

stimuli without rewards), vicarious learning/modelling (learning by observing others) and

reasoning.

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2. Describe low involvement learning. How does it differ from high involvement learning?

A low involvement learning situation is one in which the consumer has little or no motivation

to learn the material. Low-involvement learning can involve the same processes as high-

involvement learning, but classical conditioning, iconic rote learning and modelling are most

common. Repetition appears to be particularly important in low-involvement situations.

3. What is cognitive learning and how does it differ from the conditioning theory approach to

learning?

Cognitive learning can range from very simple information acquisition to abstract

reasoning. Unlike conditioning theory, it does not require any form of conditioning

(rewards or unconditioned stimuli).

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5. What is stimulus generalisation? When do marketers use it?

Once we have learnt a particular response that works for us, we are able to capitalise on that

learning by transferring it to similar learning situations (generalising). This is particularlyuseful to marketers in branding, where the use of a family brand allows consumers to learn

product quality and performance via stimulus generalisation.

6. Define short-term memory and long-term memory.

Short-term memory is that portion of total memory that is currently activated. Long-term memory is our total accumulation of prior learning.

7. What are elaborative activities?

Elaborative activities are the use of previously stored experiences, values, attitudes,

beliefs and feelings to interpret and evaluate information in current memory as well as

add relevant, previously stored information. Elaborative activities serve to redefine or

add new elements to memory.

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9. What is brand image? Why is it important?

Brand image refers to the schematic memory of a brand. It contains the target market’s

interpretation of the product’s attributes, benefits, usage situations, users and

manufacturer/marketer characteristics. It is what we think of and feel when we hear or see a

brand name.

10. What is brand equity?

Brand equity is the value consumers assign to a brand above and beyond any specific

functional characteristics of the product. There is a halo effect associated with the

reputation of the brand, such that it has added value or meaning to consumers.

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1. What kind of learning would you use to ensure that consumers learn a favourable product

position for the following? (a) The Athlete’s Foot

(b) The Salvation Army

(c) Doritos corn chips (d) Porsche motorcycles

(e) Motorola mobile phones

The first point is whether high or low involvement learning is appropriate. This will

require a discussion of the target market. Iconic rote learning and classical

conditioning would be the main factors in a low involvement advertising campaign.

Reasoning would be a good approach if high involvement learning was used. All

aspects of the marketing mix must be consistent with the desired product image.

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3. Discuss stimulus generalisation and discrimination with respect to a firm’s branding strategy.

Identify five brand names that encourage learning by utilising stimulus generalisation.

Examples of brand names that encourage generalisation are General Electric, Yamaha,

Westinghouse, Sunbeam, Revlon and Black & Decker. Examples of brand names that

discourage generalisation are Procter and Gamble, WD & HO Wills, PTL.

Stimulus generalisation occurs when, for an existing stimulus–response relationship, a

new stimulus that is very similar to the existing one elicits the same response.

Companies sometimes use stimulus generalisation in the form of family branding by

placing the same brand name on their different products and brand extensions.

Stimulus discrimination occurs when an individual learns to produce a response to

one stimulus, but avoids making the same response to another, similar stimulus.

Companies use advertising to differentiate their brands from the others in the market.

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lectures)

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Learning is:A. any change in the content or organisation of long-term memoryB. the ability to recall a stimulus objectC. the ability to relate to stimulus objectsD. the link between stimuli and information processing

Memory is:A. composed of two distinct physiological units, short- and long-term memoryB. the ability to recall a stimulus objectC. limited to cognitive elementsD. composed of an active and an inactive component

Maintenance rehearsal involves:A. expanding upon newly processed information with information from retentionB. selectively removing information from retentionC. transferring information from current memory to retentionD. none of the given answers

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Elaborative activities involve:A. transferring information from long-term memory to short-term memoryB. selectively removing information from retentionC. transferring information from current memory to retentionD. none of the given answers

Brands in the semantic memory for a consumer problem are referred to as:A. associated brandsB. semantic brandsC. recalled setD. evoked set

Brand equity is:A. the company's share of the marketB. the value attached to a brand above and beyond any specific functional characteristic of the productC. giving the same brand name to two different productsD. B and C

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Low-involvement learning:A. is probably the most common type of consumer learningB. seldom occursC. does not differ noticeably from high-involvement learningD. requires relatively high reward levels to be effective

High-involvement learning:A. occurs primarily in response to television commercialsB. occurs when the individual is motivated to learn the materialC. is rare in consumer behaviourD. is not very effective

Learning that occurs when an individual is highly motivated to learn the material is known as:A. deliberate learningB. high-involvement learningC. evoked learningD. classical learning

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Conditioning refers to learning:A. based upon association of stimulus and responseB. under low-involvement conditionsC. under high-involvement conditionsD. using elaborative activities

The process of using an established relationship between a stimulus and response to generate the same response to a different stimulus is known as:A. iconic conditioningB. operant conditioningC. instrumental conditioningD. classical conditioning

The process of using a reinforcement to alter the probability that a given behaviour will be repeated is known as:A. classical conditioningB. iconic rote learningC. operant conditioningD. cognitive learning

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A manufacturer that introduces a new snack product by giving numerous free samples is probably using:A. classical conditioningB. operant conditioningC. punishment conditioningD. cognitive learning

Shaping involves:A. encouraging (rewarding) partial responses leading to the final desired responseB. structuring an overall advertisement to provide the desired interpretationC. modifying behaviour over time using classical conditioningD. modifying behaviour over time using iconic rote learning

The cognitive approach to learning:A. involves complex, creative problem solutionsB. encompasses all the mental activities of humans as they work to solve problems or cope with situationsC. involves learning ideas, concepts, attitudes and factsD: all of the given answers 2-30

Vicarious/modelling learning occurs in:A. high-involvement situationsB. low-involvement situationsC. both high-involvement and low-involvement situationsD. reward-producing situations

Reinforcement is:A. any positive response to behaviourB. anything that increases the likelihood that a given response will be repeated in the futureC. the result of repetition in a high-involvement situationD. necessary for learning to occur

Repeating a message a given number of times over a short time period rather than over a longer time period will produce:A. no significant differences in the amount of learningB. less rapid learning and forgettingC. a low level of initial learning but one that will last longerD. none of the given answers

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Perceptual mapping:A. takes consumers’ perceptions of how similar brands or products are to each otherB. alters consumers’ perceptions to fit the marketing strategyC. relates consumers’ perceptions to product attributesD. A and C only

Message involvement is important to marketers becauseA. the more involved a consumer is with the message the more they will process that message B. the more involved a consumer is with the message the more likely they will be to remember that messageC. this can change a consumer’s moodD. A and B

You buy a new pair of jeans and the first day you wear them someone gives you a compliment about how you look in them. This is an example of:A. punishmentB. reinforcementC. conditional learningD. none of the given answers

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Chapter Ten:Motivation and Personality

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of the chapter

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Review Questions

. Describe Maslow’s hierarchy of needs. How does it function?

A motive hierarchy simply means that some motives are more important or basic than others.

Maslow’s hierarchy-of-needs approach is based on four premises: (1) all humans acquire asimilar set of motives through genetic endowment and social interaction; (2) some motives are

more basic or critical than others; (3) the more basic motives must be satisfied to a minimum

level before other motives are activated; and (4) as soon as the basic motives are satisfied, moreadvanced motives come into play.

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3. What are some of the limitations of Maslow’s theory?

The theory proposes that as basic motives become satisfied, more advanced motives come into

play. However, there are many examples of individuals who have sacrificed their lives forfriends or ideas or have given up shelter and food to seek self-actualisation. Maslow’s theory is

based on Western cultures, but many Asian cultures value social motives more highly than

those of personal achievement and satisfaction.

Some religions satisfy self-actualisation motives before physiological ones. And some

individuals, by consuming products and services that may be detrimental to their health (e.g. cigarettes and alcohol), are focusing on satisfying their social or ego needs over their safety

ones. Also, any given consumption behaviour can satisfy more than one need, and the same

consumption behaviour can satisfy different needs at different times.

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. What is (a) a manifest motive and (b) a latent motive? How can each be accessed in

motivational research?

Manifest motives are motives known to the individual, and are freely admitted. Latent motives are unknown to the individual, or are such that he or she is reluctant to admit them. They can

be discovered by standard marketing research techniques such as direct questioning. Direct

advertising appeals can be made to these motives. At other times, consumers are unable or unwilling to admit the motives that are influencing them—latent motives. This type of motive

can be determined by motivation-research techniques such as word association, sentence

completion and picture response. While direct advertising appeals can be used, indirect appeals are often necessary. In many purchase situations, both manifest and latent motives are

operating.

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11. What is the relationship between emotions and physiological changes?

The consistent presence of physiological changes during emotional experiences has led

researchers to determine that physiological responses precede emotional responses. Forexample, when we start to fall, the physiological responses occur prior to the emotion of fear.

12. How can marketers use emotions in developing marketing strategies?

Marketers want to elicit a particular emotional response to better gain the involvement of the

consumer. The consumer’s emotional response will aid attention, interpretation and retention ofthe information presented. The combination of product positioning, advertising and emotions is

powerful when successfully presented to target consumers.

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1. How could Maslow’s hierarchy of needs be used to develop a marketing strategy for the

following? (a) The Salvation Army

(b) a gym

(c) a night club (d) hair care products

(e) a range of curry spices

(f) an MP3 player

The key to this question is to define the target market(s) carefully. Then the marketing mix canbe structured to meet the level of need of the target market. Note that more than one level of

need can be satisfied by each of those products. A marketing program geared towards one level

may make the brand/product inappropriate for other levels.

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3. Marketers do not just satisfy consumers’ needs, they also create them in the first place. Discuss

this statement in the context of innate versus acquired needs.

In many ways marketing is about making people aware of unsatisfied (latent) needs. The needs

can be triggered by making people aware of them. But it is unlikely that marketers actually

create needs, because people do not seek things they do not need. The marketers simply seek to

make them aware of their pre-existing need/s.

5. How could marketers apply the dimensions of brand personality shown in Figure 10.2 (p. 316)

to develop a marketing campaign? Pick an example of a product or service and show how this

might be done.

Consumers often purchase cars to reflect their own personality (or their perception of the

personality they would like to have). Marketers can therefore seek to establish a brand

personality for their car so as to reflect the desired personality of the consumer. For example,

consumers who see themselves as exciting and fun (or want to be seen as exciting and fun) will

purchase a car that itself has a brand personality of exciting and fun. Through the use of

colours, music, styling, images, users and celebrities etc. a marketer can create this fun and

exciting personality around the brand.

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lectures)

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Which of the following is not an advantage of using emotional appeals in advertisements:A. emotional messages may be processed more thoroughlyB. emotional messages may be remembered better than neutral adsC. emotional messages enhance the attention, attraction and maintenance capabilities of advertisementsD. all of the given answers are advantages

Maslow's need hierarchy involves all the motives below except:A. belongingnessB. physiologicalC. self-actualisationD. all of the given answers are part of Maslow's hierarchy

Projective techniques are particularly useful for measuring:A. internal motivesB. external motivesC. latent motivesD. manifest motives

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Which motivation research technique requires individuals to respond with the first word that comes to mind:A. constructionB. projectionC. associationD. sentence completion

According to the textbook, the liking/disliking aspect of a specific feeling is a(n):A. motiveB. affectC. needD. emotion

A latent motive is:A. a social motiveB. a non-social motiveC. the highest level of Maslow's hierarchyD. none of the given answers

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A substantial amount of brand switching when the current brand is satisfactory may be explained by the ________________ motive:A. self-expressionB. reinforcementC. need for noveltyD. affiliation

A consumer having difficulty choosing between a weekend holiday and a compact disc player is experiencing:A. approach-avoidance conflictB. approach-approach conflictC. avoidance-avoidance conflictD. alternative allocation conflict

Individual personality theories are based, in part, on the assumption that:A. situations are the primary determinant of behaviourB. individuals respond primarily to internal motivesC. motivation does not direct behaviourD. none of the given answers

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Social learning theories of personality are based, in part, on the assumption that:A. the environment is the primary determinant of behaviourB. all individuals have internal characteristics or traitsC. motivation does not direct behaviourD. situations do not influence individual behaviour patterns

Consumers who continue to purchase a particular product because it has worked well in the past may be influenced by the _______________ need:A. modellingB. consistencyC. reinforcementD. self-expression

A theory of emotion holds that:A. physiological responses occur after internal processesB. emotion precedes physiological responseC. there is no relation between emotion and physiological responseD. physiological response accompanies emotion

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A consumer who is worried about gaining weight but finds it hard to give up their snack habit is faced with sort of problem:A. approach-avoidance motivational conflictB. avoidance-avoidance motivational conflictC. approach-approach motivational conflictD. none of the given answers

Extroversion, instability, agreeableness, openness to experience and conscientious are all part of:A. multi-trait theoryB. five factor model of personalityC. social learning theoryD. brand personality

Holden Motor Vehicles likes to be seen as modern, value priced, sleek and Australian cars. This is an example of:A. brand personalityB. brand imageC. brand recallD. A and B

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A person saying that they want a coffee or the day will only get worse is an example of:A. manifest motiveB. latent motiveC. consumption motiveD. none of the given answersAnswer: A

Nike’s slogan of ‘Just Do It’ is an example of:A. affective preservation motiveB. cognitive growth motiveC. attribution theoryD. internal attribution theory

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Chapter Eleven:Attitude and Attitude Change

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of the chapter

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2. What are the components of an attitude? What drives an individual to achieve consistency

amongst attitude components? What factors may reduce the apparent consistency between

attitude components?

The cognitive component of an attitude consists of an individual’s beliefs and knowledge about

an object. The affective component represents one’s feelings about, or emotional reactions

towards, an object. The behavioural component consists of overt actions and/or statements of

behaviour related to an object.

All three components of attitude tend to be consistent and reinforce a particular attitude. That

is, a favourable attitude is generally composed of positive cognitions (beliefs), positive feelings

(affect) and intentions to use or consume (behaviour).

Review Questions

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Measures of beliefs and feelings are not always consistent with product/brand use or purchase

because:

• a favourable attitude requires a need or motive before it can be translated into action

• translating favourable beliefs and feelings into ownership requires ability

• purchases often involve trade-offs both within and between product categories

• if the cognitive and affective components are weakly held, when the consumer obtains

additional information while shopping, the initial attitudes may give way to new ones

• many purchase decisions involve other household members either directly or indirectly

• we generally measure brand attitudes independently of the purchase situation, but many

items are purchased for specific situations

• it is difficult to measure all of the relevant aspects of an attitude.

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3. What strategies can be used to change the following components of an attitude?

(a) affective

(b) behavioural (c) cognitive

(a) Affective: Various forms of classical conditioning, particularly emotional ads, can be used,

as can ‘mere exposure’.

(b) Behavioural: Operant conditioning and ‘shaping’ are most effective.

(c) Cognitive: Cognitive learning, including iconic rote learning, is important in this area.

4. What makes an attitude more resistant to change?

As attitude is built on three components, to make any attitude change involves changing all

three components. In general, all three components of an attitude tend to be consistent witheach other. Hence, if marketing managers can influence one component, the other components

may also be influenced.

Attitude-change strategies can focus on affect, behaviour, cognition or some combination of

these. Attempts to change affect generally rely on classical conditioning. Change strategies

focusing on behaviour rely more on operant conditioning. Changing cognition usually involvesinformation processing and cognitive learning.

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8. What are the types of appeal characteristics?

There are many different types of appeal. Fear appeals make use of the threat of negative

consequences if attitudes or behaviour are not altered. They are useful in persuasive messagesfor certain types of products. While fear appeals have been studied primarily in terms of

physical fear, social fears are also used in advertising. Humorous appeals can also be effective

in influencing attitudes. However, the humorous message must remain focused on the brand or

main selling point in order to be effective. It is not clear yet what causes comparative ads to succeed or fail. They therefore require extensive pre-testing. Emotional appeals have been

found to have a strong effect on attitudes towards both the advertisement and the product.

The effectiveness of one- versus two-sided messages depends largely on the situation and the

characteristics of the target audience. Non-verbal aspects of the advertisement, such as pictures, surrealism and music, also affect attitudes.

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9. What factors influence the effectiveness of fear appeals in changing attitudes?

For fear appeals to be successful, the level of fear must not be so great as to cause the consumer

to distort or reject the message. In addition, the message must be believable in that the sourceof the fear-arousing message is viewed as highly credible.

10. When is a two-sided message likely to be more effective than a one-sided message?

In a one-sided message, only a positive point of view is expressed; in a two-sided message,

both good and bad points are expressed. One-sided messages are more effective in reinforcing

attitudes, whereas two-sided messages are more effective in accomplishing attitude change. Two-sided messages have been shown to be particularly effective in communicating to highly

educated consumers.

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5. How might a marketing manager for an energy-sports-drink company influence attitudes

towards their brand through:

(a) changing beliefs about the attributes of the sports drink?

(b) changing the relative importance of these beliefs?

(c) adding a new belief?

(d) changing beliefs about the attributes of the ideal sports drink?

(a) The key here is to give information to change thoughts on the brand. Giving statistics,

figures on performance enhancement etc. would achieve this.

(b) This is achieved by identifying why particular attributes need to be considered. For

example, an ad could be run discussing strength of the drink and highlighting what could

happen if a sports drinks is not strong enough.

(c) Feature evidence on something that needs to be considered, such whether it contains a

certain ingredient not before discussed.

(d) Much of what has already been discussed will change attitudes on what a sports drink

should contain and as such would change the ideal drink. Marketing new attributes or altering

existing attribute perceptions will ultimately change the ideal perception.

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7. What type of message appeal would be most suitable in attempting to improve consumers’

attitudes to the following? (a) a boutique beer

(b) a credit union

(c) Apple computers (d) McDonald’s

(e) Pantene hair shampoo

(f) garbage recycling

Construct the table below and, for each product, discuss which type of appeal or combinationwould be most appropriate to attract attention and communicate key content to target

consumers.

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Type of appeal

A boutique beer

A credit union

Apple computers

Mc- Donald’s

Pantene hair shampoo

Garbage recyc-ling

Source credibility

X

X

Fear appeals

X

Humour appeal

X

Comparative ads

X

X

X

Emotional appeals

X

X

One-sided message

X

X

X

X

Two-sided message

X

X

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lectures)

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An individual's attitude toward a particular product might not correspond logically with a particular instance of behaviour toward that object because:A. behaviours require motives or needs as well as attitudesB. translating attitudes into actions requires abilityC. purchases involve trade-offs across attitudesD. all of the given answers

Which of the following may reduce attitude component consistency:A. general measures of attitude that do not predict situation-specific purchasesB. inability to acquire the attitude objectC. joint decision-making that may produce compromise purchasesD. none of the given answers

Using the ideal point multi-attribute attitude models presented in the text, the lower a computed attitude score, the ____________ the attitude:A. more favourableB. more neutralC. more unfavourableD. more uncertain

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The larger the attitude score (using the ideal point multi-attribute attitude models presented in the text), the ____________ the attitude:A. more favourableB. more neutralC. less favourableD. more crystallised

The fact that advertising may alter affect directly and, by altering affect, indirectly alter purchase behaviour without first changing beliefs implies that:A. repetition is critical for affect-based campaignsB. classical conditioning principles should guide such campaignsC. traditional measures of advertising effectiveness are inappropriate for affect-based campaignsD. all of the given answers

Which of the following is a basic strategy for altering the cognitive structure of a consumer's attitude:A. change the belief(s) about the attributes of the brandB. change the relative importance of the beliefsC. add new beliefsD. all of the given answers are basic strategies

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Which of the following is NOT a basic strategy for altering the cognitive structure of a consumer's attitude:A. change the belief(s) about the attributes of the brandB. change the underlying motivationC. add beliefsD. change the belief(s) about the attributes of the ideal brand

Benefit segmentation is different to lifestyle segmentation because it involves grouping consumers in segments on the basis of:A. similar affective ratingsB. similar perceptions/beliefs of performance on specific attributesC. similar behavioural componentsD. none of the given answers

A theory that explains how attitudes are formed and changed under varying conditions of involvement is the:A. multi-attribute modelB. elaboration likelihood modelC. ideal point modelD. central and peripheral model

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Source credibility is a function of:A. cognitive and affective componentsB. operant conditioningC. trustworthiness and expertiseD. subject receptiveness

Under some conditions, the discounting of the message caused by a non-credible source dissipates over time and the message produces attitude changes similar to one delivered by a credible source. This is known as:A. delayed attitude changeB. the source credibility effectC. the sleeper effectD. source-time interaction

Emotional advertisements may enhance attitude formation or attitude change by increasing:A. ad memorabilityB. product likingC. the ad's ability to attract and maintain attentionD. all of the given answers

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For fear appeals to be effective:A. the level of fear must be very lowB. the level of fear must be extremely highC. a highly credible source should be usedD. fear appeals are almost never effective

Celebrity sources may enhance attitude change due to the fact that:A. they may be viewed as more credible than non-celebritiesB. consumers may associate known characteristics of the celebrity with attributes of the product which coincide with their own needs or desiresC. celebrities may attract more attention to the advertisement than would non-celebritiesD. all of the given answers

Honest Sumit, an Indian electronics retailer, uses soccer star Harry Kewell and music by U2 in an ad for his products. This ad targets the affective component of consumers through what theory:A. affective learningB. behavioural learningC. emotional conditioningD. classical conditioning

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BB Practice Essay Questions and MCQ (Part Two - Chapters 8-11)

Business

Transcript of BB Practice Essay Questions and MCQ (Part Two - Chapters 8-11)