Brand Attitude – Psychology HW

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Brand Attitude – Psychology HW

The key terms of Psychology test include, Brand, Attitude, Consumer, Behavior, Cognition.


Robert has developed a favorable attitude toward a brand of stationery known as Impress because the brand is eco-friendly and promotes sustainability. He has since learned, through his own research, that Impress also engages in fair trade practices. Robert’s attitude formation is an example of _____.

attitude formation based on emotions

central-route processing – correct

the endowment effect

the sleeper effect

normative influence


Judgment is a(n) _____ the decision-making process.

major outcome of

critical input into – correct

minor outcome of

affective feed into

estimate of the success of


Shawn is planning to gift his parents a camera for their wedding anniversary. As soon as he thought of gifting a camera, he is reminded of Armora brand of cameras. In this scenario, Shawn remembers Armora brand of cameras because:

of its lack of availability.

of its preference dispersion within the evoked set.

of its lack of retrieval cues.

of its prototypicality. – correct

of its lack of diagnostic information.


Which of the following strategies can help marketers include a brand in consumers’ consideration set?

Encouraging preference dispersion

Positioning the brand as far away as possible from the prototype

Associating products with certain goals and usage situations – correct

Reducing the brand’s association with retrieval cues

Avoiding incidental ad exposure


Which of the following statements is true of cognitive responses?

Cognitive responses are generally more influential than affective responses.

Source derogations result in a favorable initial attitude or resistance to attitude change.

Consumers exert little effort in responding to a direct marketing message.

Consumers form attitudes based on their cognitive responses. – correct

Source derogations are thoughts that express agreement with the message.


In the context of attitudes, which of the following describes how attitudes influence consumers’ behavior?

Affective involvement

Cognitive function

​Emotional contagion

Connative function – correct

Affective function


Ruelis Corp. is working on a new set of TV commercials. In one of its commercials, the company’s product is displayed alongside a product from an unnamed company. The commercial compares one of its products with the other company’s product. In this scenario, the commercial is using _____.

​word-of-mouth advertising

source derogation

emotional contagion​

fear appeal

​indirect comparative advertising  correct


Sapone Inc. is a leading clothing manufacturer. Linda likes the patterns and the fit of its clothes, but she is not satisfied with their quality and price. She routinely tries clothes from different clothing brands when she hears positive reviews about them. In this case, Linda’s attitude toward Sapone Inc. can be characterized as having _____.

confidence

persistence

resistance

ambivalence  correct

endurance


Steve watches an ad for a brand of soda that portrays people surfing and having a party on a beach. Steve now associates the soda with fun and exciting people. In the context of consumer attitudes, Steve’s behavior is an example of _____.

a heuristic demand

a feedback cue

a simple inference – correct

long-term cognition

an affective cue


Freulia Corp. is a manufacturer of personal care products. In one of its TV advertisements, the shampoo manufactured by Freulia Corp. is placed near the shampoo manufactured by Magnira Corp., another manufacturer of personal care products. The advertisement compares the features of Freulia Corp.’s shampoo with Magnira Corp.’s. This is an example of _____.

word-of-mouth advertising

a counterargument

the sleeper effect

product placement

direct comparative advertising – correct


​An ad for Windrose Energy Drinks shows a man, wearing a suit, multitasking successfully. The ad has the caption “Get more done every day.” Marketers came up with this idea after considering that everyone wants to get more done in a day. In this scenario, the marketer’s idea behind involving the consumers in the message is an example of _____.

self-innovation

peripheral indulging

self-referencing – correct

self-sponsorship

situational involvement


​Len wants to purchase a car and visits a car showroom to have a look at all the new models. In the showroom, Len assesses the cars’ key features, such as the quality, comfort, and performance of the engines. In this scenario, he is _____.

making dissonant decisions

making judgments – correct

retrieving information from short-term memory

retrieving information from long-term memory

formulating a body feedback


Diana likes Anakia, a tent-making company. When she saw the latest ad for its tents, she could recall how sturdy and easy to use they were. However, she could not recall any flaws about them. This is an example of _____.

problem recognition

preference dispersion

information overload

source derogation

confirmation bias – correct


Gnosis Inc. is an energy drink manufacturer. A white racing stag on a purple background is the logo on all of its drinks. When consumers see the logo, they immediately associate it with the brand. This increases the chances of them buying the energy drink. In this case, the logo of the brand is an example of a(n) _____.

retrieval cue – correct

support argument

advertorial

infomercial

two-sided message


Marketers at Raindew Cookies decide to change the packaging of their high-fiber nutritious oatmeal cookies to make them look like attractive chocolate bars. This move has led to a marked increase in the sales of these cookies. In this scenario, the marketers at Raindew Cookies considered repackaging the oatmeal cookies due to the _____.

body feedback theory – correct

rule of thumb theory

special relativity theory

reversal theory

general relativity theory


Robert has developed a favorable attitude toward a brand of stationery known as Impress because the brand is eco-friendly and promotes sustainability. He has since learned, through his own research, that Impress also engages in fair trade practices. Robert’s attitude formation is an example of _____.

attitude formation based on emotions

central-route processing – correct

the endowment effect

the sleeper effect

normative influence


Judgment is a(n) _____ the decision-making process.

major outcome of

critical input into – correct

minor outcome of

affective feed into

estimate of the success of


Shawn is planning to gift his parents a camera for their wedding anniversary. As soon as he thought of gifting a camera, he is reminded of Armora brand of cameras. In this scenario, Shawn remembers Armora brand of cameras because:

of its lack of availability.

of its preference dispersion within the evoked set.

of its lack of retrieval cues.

of its prototypicality. – correct

of its lack of diagnostic information.


Which of the following strategies can help marketers include a brand in consumers’ consideration set?

Encouraging preference dispersion

Positioning the brand as far away as possible from the prototype

Associating products with certain goals and usage situations – correct

Reducing the brand’s association with retrieval cues

Avoiding incidental ad exposure


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