Test Bank For Consumer Behavior 6th Edition Hoyer

Test Bank for Consumer Behavior, 6th Edition : Hoyer
Test Bank for Consumer Behavior, 6th Edition :

Hoyer
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Chapter 6—Attitudes Based on Low Effort
TRUE/FALSE
1. Consumers may infer that a luxury watch is classy because it is shown with other classy things.
ANS: T PTS: 1 REF: p. 158 NAT: AACSB: Communication
2. In low effort situations, information about brands is processed through the central route.
ANS: F PTS: 1 REF: p. 158 NAT: AACSB: Analytic
3. Consumers develop most of their attitudes about products through peripheral-route processing.
4. Consumers usually devote high effort in choosing a beer, therefore beer commercials must be
informative.
ANS: F PTS: 1 REF: p. 158 NAT: AACSB: Communication
5. All attitude formation by consumers in a low effort situation occurs at a conscious level.
6. Marketers are more successful at changing consumers' attitudes under high effort situations than low
effort situations.
7. Heuristics are simple rules of thumb that are easy to invoke and require little thought.
ANS: T PTS: 1 REF: p. 161 NAT: AACSB: Analytic
8. Randy heard the same ad message for Oreo cookies many times. According to the truth effect, he is
more likely to develop a negative belief about the brand.
9. In low-effort cognitive situations, brand evaluations do not suffer when consumers are repeatedly
exposed to messages about product features.
10. Scratch and sniff ads are no longer used because they do not increase processing effort.
11. Incidental learning is learning that occurs from repetition rather than from conscious processing.

12. Classical conditioning was created by Sigmund Freud to show how dogs could be conditioned to
salivate when they heard a bell.
13. As consumers, we prefer familiar brands to unfamiliar brands.
14. Classical conditioning theory is used to explain the effectiveness of marketing communications.
15. A recent study suggests that attitudes towards ads are the highest indicator of advertising effectiveness.
16. Research suggests that if consumers are in a good mood they are more likely to ignore negative
information about the brand.
17. Brighter lighting increases the time consumers spend in a store.
18. When consumers are exerting little effort to forming attitudes, they only use cognitive processing.
19. Humorous ads tend to be more effective in magazines than any other medium.
20. Sexual messages can create negative feelings, such as disgust or uneasiness, in some consumers.
MULTIPLE CHOICE
21. The marketing manager for Post-it notes realized that the company's consumer base held low-effort
attitudes about the product. Thus, for any marketing campaign, consumers would most likely be
a. passive recipients of the message.
b. active recipients of the message.
c. unable to encode information from the message.
d. processing with higher attention levels.
e. less likely to have schemas of the information in the message.
ANS: A PTS: 1 REF: p. 158-159 NAT: AACSB: Communication
22. When processing effort is low, consumers ____ brand messages.

a. generally generate support arguments for
b. generally generate counter arguments against
c. are persistent in thinking up source derogations about
d. are unlikely to generate arguments for or against
e. are resistant to
ANS: D PTS: 1 REF: p. 158 NAT: AACSB: Communication
23. Peripheral routes to persuasion are so named because

a. consumers' attitudes are not based on detailed examination of the message.
b. information in the messages comes directly from a secondary source.
c. information in the messages is not just facts, but contains persuasive arguments, and, thus,
is presented not in a direct but in a peripheral way.
d. information in the message is primarily cognitive.
e. consumers must be persuaded over the long term, rather than directly in the short term.
ANS: A PTS: 1 REF: p. 158 NAT: AACSB: Analytic
24. When a consumer has limited MAO to process marketing communications, he/she will still form
attitudes through the
a. central route to persuasion.
b. peripheral route to persuasion.
c. inferential route to persuasion.
d. myopic inferences.
e. subliminal persuasion.
ANS: B PTS: 1 REF: p. 158 NAT: AACSB: Communication
25. Ryan could tell after only a minute in his first statistics class that it was going to be a long semester.
Consumers who make assessments about situations based on little or no conscious thought are making
a. inaccurate observations.
b. peripheral referencing.
c. body feedback.
d. thin-slice judgments.
e. snap decisions.
ANS: D PTS: 1 REF: p. 160 NAT: AACSB: Analytic
26. Marketers are more successful at changing ____ than ____ beliefs.
a. low-effort / high-effort
b. high-effort / low-effort
c. peripheral / central
d. central / peripheral
e. affective / cognitive
27. The attitudes of low-elaboration consumers are less resistant to attack from competitors because of all
of the following reasons except that
a. consumers do not critically evaluate message arguments.
b. there is no affect attached to the attitude.
c. consumers tend not to link the information in the message to their existing beliefs.
d. consumers do not develop strong counterarguments to the message.
e. consumers "let their guard down" and do not resist the message.
ANS: B PTS: 1 REF: p. 161 NAT: AACSB: Analytic
28. Low-elaboration consumers may acquire simple beliefs by forming ____ based on easily processed
peripheral cues in the ad and the relationship of these cues to concepts or categories that they have
stored in prior knowledge.
a. peripheral schema
b. peripheral value systems
c. simple inferences
d. long-term cognitions
e. affective cues
ANS: C PTS: 1 REF: p. 161 NAT: AACSB: Analytic
29. Consumers may infer that a brand of soda is fun because it is shown in pictures with individuals who
are roller-skating on the boardwalk at the beach. This attitude is an example of a(n) ____ that is
associated with peripheral processing.
a. peripheral schema
b. peripheral value system
c. simple inference
d. long-term cognition
e. affective cue
ANS: C PTS: 1 REF: p. 161 NAT: AACSB: Communication
30. Information processing from a peripheral route is ____ the central route of persuasion.
a. less frequent than
b. equally as common as
c. more frequent in high need for cognition individuals than
d. more frequent than
e. more frequent for expensive durable goods than
ANS: D PTS: 1 REF: p. 158-159 NAT: AACSB: Analytic
31. After watching an advertisement for an athlete's foot treatment with a famous professional football
player who suffered from this same difficulty, Bill formed a simple belief that this treatment was
effective. This is an example of simple beliefs based on
a. affective deliberation.
b. the truth effect.
c. explanations from an endorsement
d. associative messages.
e. elaboration.
32. Wilbur never thought much about toothpaste, but he regularly bought Bright White and Sharp Tooth
brands. Most likely, Wilbur's attitude toward these brands was based on
a. support arguments rather than counterarguments.
b. persuasive arguments.
c. source derogations.
d. counterarguments rather than support arguments.
e. a few simple beliefs.
ANS: E PTS: 1 REF: p. 160 NAT: AACSB: Analytic
33. Consumers can form simple beliefs based on their explanations, known as ____, for an endorsement.
a. peripheral cues
b. schematic cues
c. heuristics
d. attributions
e. support arguments
34. Consumers are using ____ when they form beliefs based on the number of supporting and
counterarguments.
a. the frequency heuristic
b. Rob's repetition rule of thumb
c. the mere exposure effect
d. Weber's law
e. the recirculation heuristic
35. A consumer sees a television ad for athletic shoes with a famous basketball player and thinks, "This
must be a good product if he is endorsing it because he is an expert on basketball." This is an example
of a(n)
a. persuasive speaker.
b. memorable source aiding in encoding associations about the product.
c. credible source used to make an inference about the product.
d. attractive source aiding in raising the attention levels of the viewer.
e. focus on the central arguments in persuasion.
36. Carlos was not paying much attention to the commercial for ALZ stomach medicine, but he did notice
that a famous medical researcher was endorsing it. This ad can still be persuasive because the source
can
a. help in recalling the brand name.
b. aid in recalling the message.
c. help in processing the central arguments of the message.
d. serve as a heuristic for making a simplified judgment.
e. increase the persuasiveness of the peripheral arguments of the message.
37. To be more persuasive in presenting information under low MAO, marketers should
a. provide a lot of detailed information.
b. raise one or two simple key points.
c. present more complex arguments than under high MAO to stimulate cognition.
d. not include emotional appeals.
e. present the verbal or written information.
38. Repeatedly seeing ads for mouthwash that claim mouthwash can kill cold germs will increase this
belief. This is known as the ____ effect.
a. cognitive argument enhancement
b. affective
c. incremental learning
d. message
e. truth
ANS: E PTS: 1 REF: p. 161 NAT: AACSB: Communication
39. A frozen dinner that is named Healthy Meal may lead people to make inferences that are based on
a. persuasive arguments.
b. support arguments.
c. source credibility.
d. source derogation.
e. schema-consistent information.
40. Over the past four months, Charlotte heard ads that gave ten reasons why she should buy Home brand
soup over the competitor. She did not really care, but she formed her attitude based on these reasons.
This is an example of attitudes based on
a. counting the number of supporting arguments as a simplifying rule.
b. processing a lot of information and trying to simplify the amount of information.
c. forming new schemas.
d. organizing information into new categories.
e. raising attention levels to the point where an attitude can be formed.
ANS: A PTS: 1 REF: p. 161 NAT: AACSB: Communication
41. Self-referencing in ads tries to induce consumers to

a. think more about themselves, thereby heightening needs for self gratification.
b. vicariously experience something new.
c. relate the message to their own experience or self-image.
d. think about the sponsor as a friend.
e. become emotionally distant from the message, thus eliciting cognitions.
42. A campaign for Windsor Canadian whiskey shows a man with his briefcase stuck in a subway door
with the caption "Fortunately, every day comes with an evening." Since everyone has a bad day once
in a while, this is an example of ____ in an ad.
a. a cognitive argument
b. experiencing
c. self-referencing
d. involving
e. situational involving
43. Common strategies to induce self-referencing might include all of the following except
a. directly asking consumers to self-reference.
b. using the second person.
c. asking rhetorical questions.
d. using novelty or uniqueness appeals.
e. showing visuals of situations to which consumers can easily relate.
44. In a mystery ad the brand is

a. never revealed in the ad.
b. processed by very low and obscure routes.
c. promoted by an obscure source.
d. processed by simple heuristics that elicit very high elaboration.
e. not identified until the end of the ad.
45. Viewers hear music playing and people talking over cups of coffee. The brand name in the ad is only
revealed at the end. This is an example of a(n)
a. inferential ad.
b. source derogation ad.
c. self-nonreferencing ad.
d. indirect comparison ad.
e. mystery ad.
46. The speaker in the ARAMO Enterprises sales seminar asked her audience "Would you like to be
financially independent before the age of 50?" This is best thought of as an example of using ____ to
elicit self-referencing.
a. a rhetorical question
b. emotional appeals
c. visuals
d. a "bait and switch" tactic
e. a teaser
47. Scratch-and-sniff ads are an example of attempts by marketers to ____ consumers.

a. increase the support arguments of
b. increase the involvement of
c. simplify processing by
d. decrease the effect of
e. generate more complex category-based processing in
48. The same ad for Bmarts, "the low price leader," that was played repeatedly led Jon to believe that this
store had lower prices even though he did not really pay much attention to the ad. This is an example
of repetition leading consumers to
a. process the information without wearout.
b. feel strongly about the central arguments in an ad.
c. acquire basic knowledge about features or benefits.
d. feel a sense of mystery about the sponsor of an ad.
e. feel strongly about the peripheral arguments in an ad.
49. Learning that occurs from repetition rather than from conscious processing is known as
a. constant exposure.
b. active processing.
c. unpersuasive exposure.
d. incidental learning.
e. message acquisition.
50. The study of low elaboration affective processes could include all of the following areas except
a. the theory of reasoned action.
b. the mere exposure effect.
c. classical conditioning.
d. an attitude toward the ad.
e. mood.
51. According to the mere exposure effect, humans tend to

a. expose themselves to others' opinions.
b. prefer the familiar to the unfamiliar.
c. expose themselves to others' emotions.
d. prefer not to expose their emotions.
e. prefer the unfamiliar to the familiar.
52. The mere exposure effect is the result of

a. increasing understanding of the cognitions in an argument.
b. raising attention levels toward the message.
c. mere familiarity increasing liking.
d. increasing the number of associations attached to a schema.
e. attaching more favorable associations to the schema.
ANS: C PTS: 1 REF: p. 164 NAT: AACSB: Analytic
53. When a new flavor of grilled chicken came out, Kim did not like it. After a while, she began to like it.
Then, after she ate it a few more times, she became bored with it. This is an example of
a. attrition.
b. preference.
c. favorability.
d. wearout.
e. closeness.
54. ____ is (are) a way of affecting consumers' attitudes without evoking much elaboration.
a. Transitive ads
b. Mystery ads
c. Operant conditioning
d. Modeling
e. Classical conditioning
55. A conditioned stimulus is something that, by itself,

a. does not elicit an automatic response.
b. elicits an automatic response.
c. stimulates an involuntary response.
d. stimulates several involuntary responses.
e. conditions neural pathways to aid in the formation of schemas.
56. The canning company wanted its audience to feel romance whenever it saw the giant fish label on its
tuna fish can. This was could occur with a lot of advertising. In classical conditioning, the fish label
can be thought of as a(n) ____ stimulus.
a. rapid
b. conditioned
c. automatic
d. involuntary
e. unconditioned
57. When a response can be evoked in the presence of the conditioned stimulus, it is said to be a(n) ____
response.
a. voluntary
b. automatic
c. conditioned
d. unconditioned
e. inflexible
58. Burger King used songs from the 60s and 70s in their ads to evoke a positive response in baby boomer
consumers. The music could act as a(n) ____ in classical conditioning to create a good feeling toward
Burger King.
a. conditioned stimulus
b. unconditioned stimulus
c. conditioned response
d. unconditioned response
e. positive reinforcement
59. In classical conditioning, when the unconditioned stimulus is presented first, it is known as
a. concurrent conditioning.
b. unconditioned conditioning.
c. forward conditioning.
d. operant conditioning.
e. backward conditioning.
ANS: E PTS: 1 REF: p. 165 NAT: AACSB: Analytic
60. Studies show that conditioning is most likely to occur when

a. the conditioned stimulus-unconditioned stimulus link is relatively novel or unknown.
b. there is a high level of elaboration.
c. there is a firmly established schema.
d. the conditioned stimulus is consistently paired with the unconditioned stimulus.
e. central issues or arguments are presented in the conditioning.
61. ____ is stronger than backward conditioning.

a. Operant conditioning
b. Forward conditioning
c. Midlevel conditioning
d. Learning
e. Neural discipline
62. If consumers really like an ad,
a. they may have fewer associations to the brand advertised.
b. classical conditioning is likely to occur.
c. this affect may transfer from the ad to the brand.
d. their involvement in processing the ad may decrease.
e. source derogations may increase.
63. A recent study suggests that ____ may be the best indicator of advertising effectiveness.
a. recall of the ad
b. recognition of the brand in the ad
c. ad length
d. attitude toward the ad
e. ad comprehension
64. According to the ____, consumers can have a favorable attitude toward an ad because they either have
favorable cognitive reactions or favorable affective reactions to it.
a. favorable attitude theory
b. affective reaction law
c. cognition/affect hypothesis
d. evaluative consistency theory
e. dual-mediation hypothesis
65. Nathan did not like an ad and because of this, he did not believe the ad's claims and he did not like the
brand. This is an example of the
a. favorable attitude theory.
b. affective reaction law.
c. cognition/affect hypothesis.
d. evaluative consistency theory.
e. dual-mediation hypothesis.
66. The dual-mediation hypothesis proposes that attitude toward the ad can affect brand attitudes in two
ways. One way is that positive affect for the ad can lead to positive affect for the brand. A second way
is that positive affect can lead us to be more likely to
a. evaluate the brand more closely.
b. believe what the ad says.
c. accept an unconditioned stimulus presented in the ad.
d. accept an unconditioned response presented in the ad.
e. process only the peripheral cues in the ad.
67. Tami was in a bad mood after driving home for two hours on the freeway. This is likely to affect her
attitudes by
a. enhancing her recall for associations with that experience.
b. biasing them positively.
c. biasing them negatively.
d. acting in a similar manner to classical conditioning.
e. acting in a similar manner to the mere exposure effect.
68. Which of the following colors would be most appropriate when the goal of a retail store is to stimulate
quick purchases or activity?
a. Blue
b. Green
c. Violet
d. Red
e. Gray
69. After seeing the International Impact commercial that showed how one could make a positive impact
through overseas service, Samantha was in an upbeat mood. This is best thought of as an example of
a. deactivation feelings.
b. social affection.
c. social uplifting.
d. upbeat activation.
e. SEVA.
70. Deactivation feelings include

a. soothing, relaxing, quiet, or pleasant responses.
b. upbeat emotions.
c. responses that evoke disconnection with surroundings.
d. fear.
e. SEVA.
71. ____ encompass(es) feelings of warmth, tenderness, and caring.

a. Deactivation feelings
b. Social affection
c. Social uplifting
d. Upbeat activation
e. SEVA
72. Two factors play a major role in determining whether or not sources evoke favorable affective
reactions under peripheral-route processing, they are
a. physical attractiveness and likability.
b. credibility and expertise.
c. intelligence and credibility.
d. intelligence and expertise.
e. credibility and length of advertisement.
73. An ad shows a group of friends, all attractive, having a good time and drinking Boar's Head Cola. How
can this ad influence positive attitudes toward the drink?
a. It influences through cognitive processes.
b. It makes an ad likeable, and this effect transfers to the soft drink in the ad.
c. The picture stimulates thinking about the persuasive arguments in the ad.
d. The picture is a cue that induces thirst.
e. The ad uses incidental learning to inform consumers.
74. Music in advertising can likely have all of the following positive effects except
a. attracting attention.
b. being used as an effective classical conditioning strategy.
c. increasing the rate of recall of central arguments in an ad.
d. generating positive feelings.
e. stimulating emotionally laden memories.
75. A recent ad portrayed a customer switching his video store membership as if it were the breakup of a
relationship. This attempt at humor is likely to
a. decrease motivation.
b. increase counterarguing.
c. increase source derogations.
d. increase attention.
e. decrease the use of peripheral cues.
76. One danger is that if humor is not tied or related to the offering,
a. consumers will have negative affect toward the brand.
b. consumers' attention level will be lowered.
c. conditioning will not occur.
d. there will be an increase in counterarguments.
e. consumers will only pay attention to the humor and ignore the brand.
77. Humor appears to be more effective when consumers

a. have a positive attitude toward a brand.
b. are low in need for cognition.
c. are in a negative mood.
d. already have a distinct schema and associations for a brand.
e. have a negative attitude toward a brand.
78. The percentage of ads that have sexual content has

a. steadily increased.
b. not changed.
c. steadily decreased.
d. almost doubled over the past five years.
e. decreased rapidly.
79. Sexual messages

a. will usually create positive affect.
b. will often increase central route processing.
c. can create negative attitudes toward an ad.
d. will increase incidental learning.
e. will often increase the believability of an ad.
80. The goal of transformational advertising is to

a. persuade consumers using a number of arguments.
b. persuade consumers using forceful arguments.
c. reposition brand extensions so that consumers will process them through central route
processing.
d. associate the product usage experience with unique psychological characteristics.
e. increase positive affect.
81. Positive TV program content can affect advertising by

a. increasing recall.
b. positively affecting encoding.
c. transferring negative affect to the advertisement through a comparison with the
programming content.
d. increasing the number of associations with the brand schema.
e. transferring positive affect to the advertisement.
82. Ads during violent programs can

a. elicit negative responses to the product.
b. elicit negative images of the product.
c. inhibit processing ad recall.
d. aid in awareness of the product.
e. endorse violence when using the product.
83. Chad could not remember the products that were being endorsed during a graphic program about the
Vietnam War on the History Channel. The most probable explanation of this situation is that
a. studies have shown that violence can interfere with a customer's recall ability.
b. Chad did not like any of the products being advertised.
c. Chad was watching the program for the first time.
d. Chad had not seen the ads for products related to the program.
e. Chad was not in the Vietnam War.
ESSAY
84. How are central and peripheral routes to persuasion different?
ANS:
Answer not provided.
PTS: 1 REF: p. 158 NAT: AACSB: Analytic
85. In what circumstances would consumers use the central-route processing of information about
toothpaste and in what circumstances would they use peripheral-route processing?
ANS:
PTS: 1 REF: p. 158-159 NAT: AACSB: Analytic
86. Why are the attitudes of low-elaboration consumers less resistant to attack from competitors?
ANS:
87. How do consumers process information unconsciously during low effort situations?
ANS:
88. What are different types of peripheral cues? Give examples.
ANS:
89. You are making advertising decisions for a new line of fruit juices. Most potential customers viewing
the advertisement will probably be processing the messages through low-elaboration processing. Draft
a plan to enhance cognitively based attitudes about the juices.
ANS:
PTS: 1 REF: p. 168-174 NAT: AACSB: Communication
90. How do we increase consumers' involvement in a message and increase the likelihood of message
processing?
ANS:
PTS: 1 REF: p. 163 NAT: AACSB: Communication
91. Both incidental learning and the mere exposure effect involve repetition. How are these two
phenomena different?
ANS:
92. Explain how classical conditioning works.

ANS:
93. Design an advertising campaign using classical conditioning to make consumers feel adventurous
when they think of your brand of chewing gum.
ANS:
94. When is conditioning most likely to occur?
ANS:
95. Explain the relationship a between a consumer liking an ad and brand attitude.
ANS:
96. Why is the dual mediation effect important for advertisers to understand?
ANS:
97. In what ways is the transfer of affect from mood different from that of classical conditioning?
ANS:
98. How can attitudes be affected by the likeability or attractiveness of a source under low-elaboration
processing? Give some examples.
ANS:
99. Which characteristics of a message can influence a consumer's attitude toward an ad?
ANS:
Test Bank for Consumer Behavior, 6th Edition : Hoyer
100. Music is frequently used in marketing communications. What are the potential positive effects of
music on attitudes?
ANS:
101. Under what circumstances is humor in advertising effective?
ANS:
102. What are the potential advantages and pitfalls of using sex in marketing communications?
ANS:
103. When would transformational advertising be effective and when would it be ineffective as a marketing
tool?
ANS:
104. How does program content have an effect on consumers' processing of advertising?
ANS:
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ANS: T PTS: 1 REF: p. 158 NAT: AACSB: Communication

ANS: F PTS: 1 REF: p. 158 NAT: AACSB: Analytic

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13. As consumers, we prefer familiar brands to unfamiliar brands.

ANS: T PTS: 1 REF: p. 165 NAT: AACSB: Analytic

ANS: T PTS: 1 REF: p. 165 NAT: AACSB: Communication

ANS: T PTS: 1 REF: p. 167 NAT: AACSB: Analytic

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17. Brighter lighting increases the time consumers spend in a store.

ANS: F PTS: 1 REF: p. 169 NAT: AACSB: Analytic

ANS: F PTS: 1 REF: p. 169 NAT: AACSB: Analytic

ANS: F PTS: 1 REF: p. 172 NAT: AACSB: Communication

ANS: T PTS: 1 REF: p. 173 NAT: AACSB: Communication

22. When processing effort is low, consumers ____ brand messages.

23. Peripheral routes to persuasion are so named because

41. Self-referencing in ads tries to induce consumers to

44. In a mystery ad the brand is

47. Scratch-and-sniff ads are an example of attempts by marketers to ____ consumers.

51. According to the mere exposure effect, humans tend to

52. The mere exposure effect is the result of

55. A conditioned stimulus is something that, by itself,

60. Studies show that conditioning is most likely to occur when

61. ____ is stronger than backward conditioning.

70. Deactivation feelings include

71. ____ encompass(es) feelings of warmth, tenderness, and caring.

77. Humor appears to be more effective when consumers

78. The percentage of ads that have sexual content has

79. Sexual messages

80. The goal of transformational advertising is to

81. Positive TV program content can affect advertising by

82. Ads during violent programs can

84. How are central and peripheral routes to persuasion different?

PTS: 1 REF: p. 158 NAT: AACSB: Analytic

PTS: 1 REF: p. 158-159 NAT: AACSB: Analytic

PTS: 1 REF: p. 158-160 NAT: AACSB: Analytic

PTS: 1 REF: p. 161 NAT: AACSB: Analytic

88. What are different types of peripheral cues? Give examples.

PTS: 1 REF: p. 158 NAT: AACSB: Analytic

PTS: 1 REF: p. 168-174 NAT: AACSB: Communication

PTS: 1 REF: p. 163 NAT: AACSB: Communication

PTS: 1 REF: p. 164 NAT: AACSB: Communication

92. Explain how classical conditioning works.

PTS: 1 REF: p. 165-166 NAT: AACSB: Analytic

PTS: 1 REF: p. 165-166 NAT: AACSB: Communication

94. When is conditioning most likely to occur?

PTS: 1 REF: p. 165 NAT: AACSB: Analytic

PTS: 1 REF: p. 164 NAT: AACSB: Communication

PTS: 1 REF: p. 167 NAT: AACSB: Communication

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