Question

QUESTION 26

One indicator of good advertising is the impression it makes on consumers.We can measure the impression or impact in two ways. These are :

	a.	recognition and recall
	b.	retroactive and proactive interference
	c.	surveys and interviews
	d.	visual and verbal

QUESTION 27

Frequency marketing is a form of

	a.	observational learning
	b.	classical conditioning
	c.	operant conditioning
	d.	cognitive learning

QUESTION 28

This term implies that consumers tend to perceive an incomplete picture as complete.

	a.	Principle of similarity
	b.	Principle of closure
	c.	Future ground principle
	d.	stimulus ambiguity

QUESTION 29

The science that focuses on how the physical environment is integrated into our personal, subjective world is known as

	a.	differential threshold
	b.	exposure
	c.	psychophysics
	d.	absolute threshold

QUESTION 30

Database marketing can be defined as

	a.	Variables such as personal motivation, cultural context, family relation patterns and rhythms of everyday life,
	b.	tracking consumer buying habits and marketing to known wants & needs
	c.	keeping in touch with the customers on a regular basis and marketing to them based on communication
	d.	the music, films, sports, books and other forms of entertainment consumed by the mass market

QUESTION 31

Operant conditioning occurs in one of _____ ways.

	a.	three
	b.	two
	c.	five
	d.	four

QUESTION 32

An example of this might include Starbucks rewarding regular clients by giving them prizes for frequent buying.

	a.	operant conditioning
	b.	observational learning
	c.	cognitive learning
	d.	classical conditioning

QUESTION 33

The response is strengthened in the form of reward

	a.	positive reinforcement
	b.	stimulus
	c.	negative reinforcement
	d.	punishment

QUESTION 34

Multi-sensory, fantasy and emotional aspects of consumers’ interactions with
products is also called : .

	a.	Cue check
	b.	Hedonic Consumption
	c.	schemas
	d.	a perceptual map

QUESTION 35

Socially responsible behavior in marketing

	a.	reinforce social and ethical values for the benefit of society
	b.	makes society responsible for marketing efforts
	c.	make money for the share holders
	d.	tell the truth the whole truth and nothing by the truth

QUESTION 36

Relationship marketing involves

	a.	the product serves as a link with a past self.
	b.	the meaning that products have in our lives go well beyond the tasks they perform.
	c.	Keeping close tabs on their customers allows database marketers to monitor their preferences
	d.	establishing ties with consumers based on regular contact and benefits such as frequent buyer programs.

QUESTION 37

Related products are added to an established product such as adding diet coke to the coke a cola offerrings.

	a.	product line extension
	b.	lincensing
	c.	conditioning product associations
	d.	family branding

2 points   

QUESTION 38

When one stimulus is so similar to another stimulus that it creates the same reaction

	a.	Stimulus generalization
	b.	Extinction
	c.	Classical conditioning
	d.	Operant conditioning

2 points   

QUESTION 39

The are several factors influencing memory retrieval including ____________ which takes into consideration how a product stands out in contrast to the environment for easy recall.

	a.	familiarity
	b.	salience
	c.	state dependence
	d.	pictorial vs verbal cues

2 points   

QUESTION 40

These storage unitscan be thought of as complex spider webs filled with pieces of data.

	a.	Activation models of memory
	b.	Associative network
	c.	Knowledge structures
	d.	Episodic memeory

2 points   

QUESTION 41

Consumer Behavior as a field of study is interdisciplinary. If the research isssue is focused on the ways peer pressure influences a person’s readership decisions the disciplinary focus is :

	a.	Demography
	b.	Social Psychology
	c.	Cultural Anthropology
	d.	Clinical Psychology

2 points   

QUESTION 42

Examples of demographic segmentation include

	a.	age, income and popular music
	b.	family structure, social class, income and ethnicity
	c.	personality and taste measured objectively
	d.	geography and geometry

2 points   

QUESTION 43

It is also known as instrumental learning.

	a.	Operant Conditioning
	b.	Positive Reinforcement
	c.	Classical Conditioning
	d.	Negative Refinforcement

2 points   

QUESTION 44

A consumer may process a stimulus simply in terms of its sensory meaning which may include

	a.	long term memory
	b.	color & shape
	c.	episodic memory
	d.	short term memory

2 points   

QUESTION 45

One indicator of good advertising is, of course, the impression it makes on consumers. Two basic measures of impact are used. Which one tends to be more important in situations where consumers do not have product data at their disposal, so they must rely upon memory to generate this information ?

	a.	memory recall
	b.	response bias measure
	c.	Recall
	d.	recognition

2 points   

QUESTION 46

This is one of the four distinct types of consumption activities described in the first chapter as consuming as a personal emotion goal or appreciating the art of the event..

	a.	Consuming as experience
	b.	Consumer as integration
	c.	Consuming as play
	d.	Consuming as a classification

2 points   

QUESTION 47

In perception process, which stage do you examine characteristics of an ad to put the images into a category

	a.	Cue check
	b.	Primitive categorization
	c.	Comfirmation completion
	d.	Confirmation check

2 points   

QUESTION 48

The power of colours can be used to evoke positive and negative feelings makes this an important consideration in advertising design. Green can be associated with

	a.	romantic love
	b.	coffee products
	c.	ecological consciousness
	d.	femininity

2 points   

QUESTION 49

Role theory can be defined as

	a.	the roles we take on as we explore and shop for goods & services
	b.	a view that much of consumer behaviour resembles actions in a play
	c.	how we act in plays discussing consumer buying
	d.	the theory examining pastries and the benefits of roles in a consumer diet

2 points   

QUESTION 50

This term tells us that consumer tend to group together objects that share similar physical characteristics.

	a.	Gestalt spychology
	b.	Figure group principle
	c.	Principle of closure
	d.	Principle of similarity

Answer 1

Answer 26: Option C - surveys and interviews

Explanation: After the advertisements are done, their effectiveness is measured by assessing the users' retention by feedback surveys and interviews.

Answer 27: Option C – Operant conditioning

Explanation: In operant conditioning, the behavior is reinforced by external stimuli backed with rewards or punishment. In Frequency marketing, the rewards approach (discounts) is used in order to retain the customer in the long run.

Answer 28: Option B – Principal of Closure

Explanation: According to this principle, the user may perceive the incomplete picture as complete despite the absence of one or more of their parts.

Answer 29: Option C – Psychophysics

Explanation: Psychophysics is the branch of psychology that deals with the relation of the outer physical world and our mental phenomenon.