14 Aug (MKGT 101 00H Summer 2015 IncludED) Assignment: Chapter 4 Quiz 1. Award: 1 out

(MKGT 101 00H Summer 2015 IncludED)
Assignment:
Chapter 4 Quiz

1.
Award: 1 out of 1.00
point

Using the same brand name for different products is an application
of which concept from behavioral learning theory?
stimulus
generalization
selective
retention
selective
comprehension
affective
formation
stimulus
discrimination

2.
Award: 1 out of 1.00
point

If a consumer is happy with the firm, but natural, hold she gets
from her latest purchase of hairspray, this would be considered which variable
of the behavioral learning process?
drive
reinforcement
response
cue
discrimination

3.
Award: 1 out of 1.00
point

Important variables in the family life cycle are age, marital
status, and
gender.
primary
motivation for purchases.
level
of involvement.
presence of
children.
income.

4.
Award: 1 out of 1.00
point

Satisfaction or dissatisfaction affects consumer communications;
while the satisfied buyer typically tells about three other people about her
experience, the dissatisfied buyer
is
often too embarrassed about the situation to tell anyone.
usually
tells no one except the company.
is
very unpredictable but often attempts to tell as many people as possible during
a confrontation.
tells
only one or two.
is likely
to complain to about nine people.

5.
Award: 1 out of 1.00
point

Opinion leaders are considered to be __________, so their
opinions influence others’ choices.
highly
connected to others in social terms
successful
in business or otherwise possessing high status
ethical
and principled in their actions
active,
experimental, and embracing of risk
knowledgeable
about or users of particular products

6.
Award: 1 out of 1.00
point

The market leader for a(n) __________ product must make special
efforts to avoid stockout situations so that buyers don’t substitute a
competing brand.
situational
expensive
low-involvement
complex
sociocultural

7.
Award: 1 out of 1.00
point

To allay mothers’ concerns about ingredients in its mayonnaise,
Hellmann’s successfully communicated the product’s high Omega 3 content, which
is known to be essential to human health. This is an example of using which
attitude change strategy?
changing
beliefs about the extent to which a brand has certain attributes
changing
the importance of attributes
encouraging
the consumer to use stimulus discrimination
adding
new attributes to the product
encouraging
the consumer to use stimulus generalization

8.
Award: 1 out of 1.00
point

The __________ American subculture as a whole is characterized
by hard work, strong family ties, appreciation for education, and median family
incomes exceeding those of any other ethnic group.
African
Arab
Hispanic
Asian
Native

9.
Award: 1 out of 1.00
point

An energy drink company is interested in advertising during a
made-for-television movie using subliminal advertising in which logo images are
shown only very briefly, for periods of just several milliseconds at a time.
Which of the following is the strongest argument against such a marketing
tactic?
The
energy drink company would be attempting to influence the behavior of consumers
in a manner to which they might object if they were aware of what was
occurring.
The
images of the product logo might interfere with the plot and impact the
movie-watching experience.
Children
might be watching the movie.
The
energy drink company would have to pay a steep “product placement”
fee to have its logo occur during the movie.
Evidence
suggests that such messages have limited effects on behavior.

10.
Award: 1 out of 1.00
point

Which of the following is a psychological influence on the
consumer behavior decision process?
reference
groups
promotion
culture
temporal
effects
lifestyle
(MKGT 101 00H Summer 2015 IncludED)Assignment: Chapter 4 Quiz1.Award: 1 out of 1.00
point Using the same brand name for different products is an application
of which concept from behavioral learning theory?stimulus
generalizationselective
retentionselective
comprehensionaffective
formationstimulus
discrimination2.Award: 1 out of 1.00
point If a consumer is happy with the firm, but natural, hold she gets
from her latest purchase of hairspray, this would be considered which variable
of the behavioral learning process?drivereinforcementresponsecuediscrimination3.Award: 1 out of 1.00
point Important variables in the family life cycle are age, marital
status, andgender.primary
motivation for purchases.level
of involvement.presence of
children.income.4.Award: 1 out of 1.00
point Satisfaction or dissatisfaction affects consumer communications;
while the satisfied buyer typically tells about three other people about her
experience, the dissatisfied buyeris
often too embarrassed about the situation to tell anyone.usually
tells no one except the company.is
very unpredictable but often attempts to tell as many people as possible during
a confrontation.tells
only one or two.is likely
to complain to about nine people.5.Award: 1 out of 1.00
point Opinion leaders are considered to be __________, so their
opinions influence others’ choices.highly
connected to others in social termssuccessful
in business or otherwise possessing high statusethical
and principled in their actionsactive,
experimental, and embracing of riskknowledgeable
about or users of particular products6.Award: 1 out of 1.00
point The market leader for a(n) __________ product must make special
efforts to avoid stockout situations so that buyers don’t substitute a
competing brand.situationalexpensivelow-involvementcomplexsociocultural7.Award: 1 out of 1.00
point To allay mothers’ concerns about ingredients in its mayonnaise,
Hellmann’s successfully communicated the product’s high Omega 3 content, which
is known to be essential to human health. This is an example of using which
attitude change strategy?changing
beliefs about the extent to which a brand has certain attributeschanging
the importance of attributesencouraging
the consumer to use stimulus discriminationadding
new attributes to the productencouraging
the consumer to use stimulus generalization8.Award: 1 out of 1.00
point The __________ American subculture as a whole is characterized
by hard work, strong family ties, appreciation for education, and median family
incomes exceeding those of any other ethnic group.AfricanArabHispanicAsianNative9.Award: 1 out of 1.00
point An energy drink company is interested in advertising during a
made-for-television movie using subliminal advertising in which logo images are
shown only very briefly, for periods of just several milliseconds at a time.
Which of the following is the strongest argument against such a marketing
tactic?The
energy drink company would be attempting to influence the behavior of consumers
in a manner to which they might object if they were aware of what was
occurring.The
images of the product logo might interfere with the plot and impact the
movie-watching experience.Children
might be watching the movie.The
energy drink company would have to pay a steep “product placement”
fee to have its logo occur during the movie.Evidence
suggests that such messages have limited effects on behavior.10.Award: 1 out of 1.00
point Which of the following is a psychological influence on the
consumer behavior decision process?reference
groupspromotionculturetemporal
effectslifestyle

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