Consumer Behavior
Quiz4 Communication, Attitude
For each question, select the BEST answer and indicate your choice on the answer sheet provided.
Write your name on BOTH the answer sheet and the questions.
1) Which of the following gives the most direct feedback?
A) personal selling.
B) product advertising.
C) institutional advertising.
D) public relations.
2) The definition of __________ is the transmission of a
message from a sender to a receiver via a medium of
transmission.
A) stimuli B) communication
C) feedback D) the sender
3) Which of the following sources is considered the most
persuasive form of communication?
A) formal sources B) not for profit organizations
C) a parent D) word of mouth
4) Immediate feedback is the factor that makes ____ so
effective.
A) print advertising B) television advertising
C) symbolic communications D) personal selling
5) The best way to use humor in an ad is:
A) to make it really funny so people will remember the
product.
B) to make it just a little funny to get peoples’ attention.
C) to make viewers wait until the end for the punch line.
D) all of the above
6) __________ is a form of advertising which is designed
to promote a favorable company image rather than
promote specific products.
A) Publicity B) Institutional advertising
C) Endorsement D) Umbrella branding
7) Although a source or the message might be unpleasant
the message might be retained and easily revived after a
period of time. This is called __________.
A) advertising wearout B) decay
C) sleeper effect D) disassociation
8) __________ is playing the same commercial
simultaneously on competing channels to overcome
zappers.
A) Advertising wearout B) Roadblocking
C) Advertising rollout D) Advertising saturation
NAME: ___________________________
9) All of the following are examples of psychological
noise EXCEPT ________:
A) a viewer faced with the clutter of nine successive
commercials.
B) a customer staring at a stain on the salesperson’s shirt.
C) a customer saying ‘no’ to a salesperson.
D) construction noise that deters one from hearing a
commercial on TV.
10) Mass communication (TV advertising) feedback is
usually __________.
A) immediate B) indirect
C) confusing D) highly predictable
11) The Elaboration Likelihood Model suggests that when
the target audience is less involved, they should be targeted
through peripheral routes to persuasion such as all of the
following EXCEPT __________:
A) a strong argument. B) background scenery.
C) music. D) a celebrity spokesperson.
12) "Hit the beach topless," is a phrase used in a Pepsi ad
along with the picture of a Pepsi bottle cap lying in the
sand. This is an example of which advertising appeal?
A) a two-sided message B) framing
C) advertising resonance D) comparative advertising
13) Rogaine notes in their advertising that at the
conclusion of a 12-month clinical test, half the men using
the product experienced modest to dense hair regrowth,
and the rest had either minimal regrowth or no growth at
all. This __________ strategy enhances the credibility of
the message.
A) two-sided message B) message framing
C) advertising resonance D) comparative advertising
14) __________ is a widely used marketing strategy in
which a marketer claims product superiority for its brand
over one or more explicitly named of implicitly identified
competitors, either on an overall basis or on selected
attributes.
A) Two sided message B) Framing
C) Advertising resonance D) Comparative advertising
15) A family that has at least one of the grandparents
living within the household is called a/an __________
family.
A) nuclear B) in-law household
C) extended D) expanded
16) One definite message to take away from this course is
that you cannot go wrong using a(n) __________ to speak
for your product.
A) spokes-character
B) man in a white coat (looks like a doctor)
C) elaboration likelihood model
D) celebrity
17) Marketers of products such as pain relief for
headaches, heartburn and clogged sinuses most commonly
use __________ in communication messages.
A) fear appeals B) humor appeals
C) abrasive or agony advertising D) shockvertising
18) The following facts about sex in advertising are all
true EXCEPT __________:
A) Sex is an attention-getter.
B) Sex in advertising leads to greater consumption
behavior.
C) It is effective when related to the product.
D) Nudity may negatively impact the product message.
19) __________ is an important factor in learning. It also
increases the likelihood that an association will be believed
even if it is not true.
A) Order of ad B) Recall
C) Repetition D) A two-sided argument
20) __________ is defined as wordplay, often used to
create a double meaning, used in combination with a
relevant picture.
A) A two sided message B) Framing
C) Advertising resonance D) Comparative advertising
Attitude and attitude change
21) When American Airlines advertises that it offers more
legroom than competitors (who all have the same amount
of legroom) they are ________
A) changing the relative evaluation of attributes
B) changing brand beliefs
C) adding an attribute
D) changing the overall brand rating
22) The Elaboration Likelihood Model of involvement
suggests that for high involvement purchases (like a car),
when someone is actually ready to make a purchase,
__________ is the better way to present information.
A) a television commercial B) a magazine ad
C) having Bob Seger sing D) an attractive model
23 A/An __________ is a learned predisposition to behave
in a consistently favorable or unfavorable way with respect
to a given object.
A) belief B) attitude C) value D) feeling
24) Attitudes occur within and are affected by the
__________, the events or circumstances that occur at the
particular point in time.
A) economy B) situation C) culture D) behavior
25) The fact that Sarah thinks it is alright to eat lunch at
Taco Bell, but that it is inappropriate to eat dinner there,
matches which characteristic about attitudes?
A) Attitudes are consistent.
B) Attitudes are situational.
C) Attitudes are a learned predisposition.
D) Attitudes affect eating behaviors.
26) One part of the tricomponent model is the cognitive
component. Accordingly, the attitudes one carries about the
object are a result of:
A) direct experience and informational sources.
B) emotions or feelings about the object.
C) predictions of the consumer's intention to buy.
D) all of the above
27) According to the attitude toward the object model, the
consumer's attitude toward a product is a function of:
A) price.
B) communication messages the consumer receives.
C) the presence or absence of certain product-specific
beliefs or attitudes.
D) the consumer's intention to behave in a certain way.
28) According to the Elaboration Likelihood Model, even
when people have no interest in buying a product they can
still be influenced with background colors, theme music
and celebrity endorsements using the __________ route to
persuasion.
A) central B) peripheral C) rational D) emotional
29) With the Tri-Component Model, people typically go in
the order of cognitions, affect and behavior. But, for an
impulse purchase, the first step is:
A) cognition.
B) affect.
C) behavior.
D) all at once.