Consumer Behavior & Cognition – Psychology

The key words of this Psychology test include Consumer Behavior And Cognition, Positive response, Consumers, Conditioning, Information, Behavior.

Anna sees an ad for Naimo Lands, a theme park. Though she does not remember the price of the ticket or the names of the rides, she remembers how the employees had entertained the crowd during her last trip to Naimo Lands. She also remembers that she was given a gift before she left the park. In this case, the details remembered by Anna can be categorized as _____.

information gathered for problem recognition

information stored in olfactory memory

recall through external search

nonvivid information

recall of experiences

Exotic King Foods used songs from the 60s and 70s in their ads to evoke a positive response in consumers who were baby boomers. The music could have acted as a(n) _____ in classical conditioning to create a good feeling toward Exotic King Foods.

conditioned stimulus

unconditioned stimulus

conditioned response

unconditioned response

positive reinforcement

Melissa watches an advertisement for Flyhigh Airlines on television. The advertisement brings back memories of family trips during her childhood, and it elicits an emotional response from her. In this scenario, Melissa’s reaction to the advertisement can be categorized as a(n) _____.

affective response

two-sided response

ambivalent response

counterargument

ideal state

Marketers at Cephida Corp., an automobile manufacturer, advertise the company’s new product, an SUV, with the tagline “A must-have car for parents.” The ad highlights features that benefit parents. In this case, the marketers at Cephida Corp. stimulate consumer problem recognition by:

creating a new ideal state. – correct

making consumers involve in subliminal perception.

creating new inhibitions.

making consumers involve in preattentive processing.

product placement.

Which of the following statements is true of peripheral-route processing?

Consumers’ attitudes are based on tangential analysis of the message. – correct

It involves high elaboration on the part of the consumer.

It happens when consumers’ motivation, ability, and opportunity is high.

It is an approach to attitude formation based on emotion.

Consumers form strong, accessible, and confidently held attitudes that are persistent and resistant to change.

When consumers believe a statement simply because it has been repeated a number of times, it is referred to as _____.

body feedback

the truth effect

a peripheral cue

an emotional appeal

the frequency heuristic

Which of the following emotional responses is elicited with a combination of medium pitch, firm rhythm, and dissonant harmony in a musical piece used in an ad?

Exciting

Sentimental

Majestic

Sad

Happy

The insurance on Carlos’ car is due to expire, and he wants to renew it with a different company. He met different insurance agents to collect information about individual policies. In this scenario, Carlos meets with different insurance agents because:

his involvement is low.

of the information format affecting the opportunity to process information.

his consideration set has only one item.

of the perceived low benefits relative to the costs of searching information.

of the number of items being chosen.

When Martha visited her favorite salon, a salon representative gave her a new moisturizer that was yet to be launched in the market. She was asked to try the product and provide a review about it. In this scenario, Martha acquired information about the new moisturizer through _____.

media search

ongoing search

habituation

preattentive processing

experiential search

The speaker at the Tomarao 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 rhetorical question

emotional appeals

visual branding

body feedback

a teaser

_____ is a special case of classical conditioning that produces an affective response by repeatedly pairing a neutral conditioned stimulus and an emotionally charged unconditioned stimulus.

Elective conditioning

Parallel conditioning

Evaluative conditioning

Authorized conditioning

Inflexible conditioning

A conditioned stimulus is something that:

does not automatically elicit an involuntary response by itself.

automatically elicits an involuntary response by itself.

stimulates an involuntary response.

does not stimulate several voluntary responses.

creates neural pathways to aid in the formation of schemas.

According to the _____, consumers can have a favorable attitude toward an ad either because they find it believable or because they feel good about it.

implicit personality theory

efficient market hypothesis

cognition-behavioral theory

evaluative consistency theory

dual-mediation hypothesis

John likes an infomercial about a new piece of wearable technology. The celebrity in the infomercial explains how the technology works and shows its use in everyday life. In this scenario, John likes the ad because:

both positive and negative information.

of its two-sided message.

of its utilitarian dimension.

it creates the sleeper effect.

it evokes fear appeal.

When consumers aid their judgments by inferring that brands with more frequent ads are high in quality, they are forming _____, which are simple rules of thumb that are easy to invoke and require little thought.

support arguments

persuasive arguments

attributions

counterarguments

heuristics