Gottahave – Consumer Behavior – Marketing Final

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Gottahave is a cereal brand. The company used to feature its mascot, an animated giraffe, in its TV commercials, to attract viewers' attention. Initially, viewers would watch the commercial. However, after they had been exposed to the commercial many times, they began to expect the appearance of the giraffe and tended to tune out the commercial. The consumers' response to this overexposure is an example of _____.
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Animated Giraffe, Habituation, Gottahave, Consumer Behavior – Marketing Final Quiz

The key terms in this Consumer Behavior course include Gottahave, Animated Giraffe, Habituation, Functional Theory of Attitudes, Ego-Defensive Function of Attitudes, Affective Quality, Consumer Behavior – Marketing Final Quiz


Gottahave is a cereal brand. The company used to feature its mascot, an animated giraffe, in its TV commercials, to attract viewers’ attention. Initially, viewers would watch the commercial. However, after they had been exposed to the commercial many times, they began to expect the appearance of the giraffe and tended to tune out the commercial. The consumers’ response to this overexposure is an example of _____.

habituation

lateralization

sensitization

adaptation


Which of the following is true of negatively framed information?

It has a lesser impact on consumers than positively framed information.

It has no impact on the way that a marketing message is perceived by consumers.

It increases consumers’ perceived value of a product.

It makes consumers less willing to take risks.


According to the functional theory of attitudes, the _____ enables a consumer to protect himself or herself from information that may be threatening.

ego-defensive function of attitudes

value-expressive function of attitudes

utilitarian function of attitudes

cognitive function of attitudes


John is generally thrifty and believes in spending wisely. However, after a bad day at work, John went shopping and ended up buying and spending much more than what he usually does. The antecedent condition that is most likely accountable for John’s increased volume of purchase and spending is _____.

mood

buying power

budgeting

orientation


Which of the following retail approaches is aimed at encouraging impulse purchases?

Playing the latest pop song in the store

Creating a functional atmosphere

Merchandising complementary products together

Airing advertisements based on seasonal patterns


The term _____ refers to the retail positioning that emphasizes a unique environment, exciting décor, friendly employees, and the feelings experienced in a retail place.

functional quality

temporal factor

ecological factor

affective quality

Correct. Affective quality refers to the retail positioning that emphasizes a unique environment, exciting décor, friendly employees, and, in general, the feelings experienced in a retail place.