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Stimulus & Consumer Cognitive Response – Psychology

This Psychology lesson is about conditioned stimulus & consumer cognitive response.

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 functioncorrect

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 advertisingcorrect

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 _____.






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 inferencecorrect

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 advertisingcorrect

​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 _____.


peripheral indulging



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 judgmentscorrect

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 biascorrect

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 cuecorrect

support argument



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 theorycorrect

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 processingcorrect

the endowment effect

the sleeper effect

normative influence

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

major outcome of

critical input intocorrect

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 situationscorrect

Reducing the brand’s association with retrieval cues

Avoiding incidental ad exposure

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 effectcorrect

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?






​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.correct

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


preattentive processing

experiential searchcorrect

​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 questioncorrect

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 conditioningcorrect

Authorized conditioning

Inflexible conditioning

A conditioned stimulus is something that:

does not automatically elicit an involuntary response by itself.correct

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 hypothesiscorrect

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.correct

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




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 experiencescorrect

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 responsecorrect

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 responsecorrect

​two-sided response

​ambivalent response


​ideal state

When Eric runs out of toothpaste, he buys Shonder toothpaste. If that brand is not available, Eric purchases Smoshable toothpaste even though the store has other brands of toothpastes that are inexpensive and of good quality. In this scenario, Shonder toothpaste:

is recalled through external search.

has preference dispersion.

is part of the evoked set.correct

has no retrieval cues.

is bought without problem recognition.

Cathy and Don are soon to be parents. Lately, they have been interested in childcare products. In this scenario, Cathy and Don’s behavior is an example of _____.

ongoing search

online processing

preattentive processing

quick response

situational involvementcorrect

Jonathan has always been interested in computers. He consistently reads computer magazines, attends various seminars on computer technology, and follows developments in the field through the Internet. In this scenario, Jonathan is engaged in _____.

diagnostic information.

preattentive processing

ongoing searchcorrect

problem recognition

internal search

Ron wants to buy furniture for his living room. He does not know much about couches, but he knows that the expensive ones are better than the cheaper ones. In this case, the price of couches can be categorized as _____.

diagnostic informationcorrect

vivid information

a peripheral cue

a goal-related cue

an affect-based cue

Brad often watches advertisements for acne removal creams. When he listens to claims that the product makes the users’ skin clearer in a few hours, he wonders, “No one’s skin can become clear within hours. The product will not work.” Brad’s thoughts are examples of _____.

support arguments

reasoning by analogy


one-sided messages


​Which of the following statements is true of concrete emotional appeals?​

They are less specific and generalized in nature.

They involve emotions such as a feeling of hope.

They are effective in stimulating short-term behavioral intentions.correct

They are emotions that are felt when unimportant events occur.

They cannot be linked to a specific experience or emotion.

Carlon International, a leading manufacturer of orthotic aids, launched an ad that contained claims that 9 out of 10 orthopedicians recommended the Carlon brand of orthotic aids for a speedy recovery. In this scenario, Carlon International is using _____ to influence consumers’ attitudes?

simple inferences


body judgments

many message argumentscorrect

persuasiveness of arguments

Jeremiah watched an advertisement for a breakfast cereal on TV. The advertisement was endorsed by a famous actor. After a few weeks, he could not remember the actor who was featured in the ad, but he could remember the message of the ad. This is an example of _____.

attitude confidence

symbolic motivation

emotional contagion    

the endowment effect

the sleeper effectcorrect

Brenda is an interior designer. Before buying products for interior furnishing, she gathers information about the products manufactured by a company and then moves on to the next company’s products. In this scenario, Brenda is:

searching by brand.correct

influenced by product placement.

subjected to subliminal perception.

engaged in preattentive processing.

involved in selective perception. is a new Internet search engine. The site focuses on displaying the most popular, frequently accessed sites worldwide first in any search, encouraging users to explore the most optimal options. In this case, avoids:

attribute determinance.

peripheral-route processing.

information overload.correct

central-route processing.

problem recognition.

Ryan has just started a new semester in college. He attends his first lecture on statistics. Halfway through the lecture, Ryan’s disinterest in the subject prompts him to make up his mind that statistics will be boring for the rest of the semester. In this scenario, Ryan has made the _____ form of assessment.

deterministic safety decision

peripheral referencing

body feedback

thin-slice judgmentcorrect

probabilistic analysis

Jenny, a frequent jogger, sees a television ad for sports shoes that features a famous marathon runner. Viewing the ad makes her think “This must be a good product if he is endorsing it because he has won many marathons.” In this scenario, Jenny is:

being a persuasive ad viewer and a critical judge of the product.

using memorable sources that help encode associations about the product.

using credible sources to make an inference about the product.correct

being attracted by having her attention levels raised.

focusing on the central arguments in her persuasion.

Sarah, a fitness enthusiast, watches a TV advertisement for the latest type of fitness equipment. She is impressed by the product and thinks that she needs to buy the equipment as soon as possible. In this case, Sarah’s thoughts are examples of _____.

subjective norms​

normative factors

strong arguments

source derogations

support argumentscorrect

Which of the following is an internal search that involves retrieving information from autobiographical memory in the form of specific images and the effect associated with them?

Recall through retailer search

Recall through experiential search

Recall of experiencescorrect

Recall of inhibitions

Recall through independent search

Bill suffers from athlete’s foot but is skeptical of getting himself treated. After watching an advertisement for a particular athlete’s foot treatment that depicts a famous professional footballer being successfully treated, Bill changes his mind and decides that this treatment will be effective. This is an example of simple beliefs based on:

explanation from affective deliberation.

the truth effect elaboration.

explanations from an endorsement.correct

associative messages of a brand.

body feedback elaboration.

Mousetrap Corp.’s new advertisements feature Harris, a celebrity. Harris endorses the firm’s products and claims that the products work wonders. Some consumers who were dissatisfied with the firm’s products view the ad and think that he had been paid to present a positive picture of Mousetrap Corp. In this scenario, the consumers’ responses are examples of _____.

the endowment effect

source attractiveness

source derogationscorrect

the sleeper effect

one-sided messages

The mere exposure effect results in:

an increased understanding of the cognitions in an argument.

raised attention levels toward the message.

familiarity leading to liking the object.correct

an increased number of associations attached to the schema.

attachment of several favorable associations to the schema.

A TV commercial for a local blood bank features a young boy in urgent need of a blood transfusion. The commercial makes viewers feel guilty about not donating blood. This ad is using _____. 

an analogy

fear appealcorrect

product placement

the sleeper effect

comparative advertising

A two-sided message is one that:

contains both positive and negative information.correct

contains information from two different sources.

has both hedonic and utilitarian aspects.

uses two types of comparative advertising.

opens up communication between two sources.

Expectancy-value models are analytical processes that explain:

the different levels of abstractness in the associations that a consumer has about concepts.

the beliefs or knowledge consumers have about an object or action.correct

how fear or anxiety are elicited by stressing negative consequences.

​how losses loom larger than gains for consumers even when the two outcomes are of the same magnitude.

how consumers’ cultures can vary along four main value dimensions.

Short Answer - Free Response Questions

Dear student if you need help with answers/explanations to the questions below, kindly contact us and our tutors will help you explain and solve your questions in 15 minutes. You could message us on Facebook or click here to send us a request. Thank you for visiting us!

In the context of high effort, explain the major factors that have been found to lead to a positive attitude toward an ad.

Explain the theory of planned behavior.

Briefly explain the peripheral route to persuasion.

Briefly explain thin-slice judgments based on brief observations with examples.

In the context of involving messages, briefly explain a self-referencing strategy.

Explain how the recall of brands can have an impact on decision-making.

Explain the inverted-U relationship between knowledge and search.

Explain the situational factors that might affect consumers’ search process.

In the context of judgments about likelihood and goodness and badness, briefly explain the anchoring and adjustment process.

Describe framing and give an example of decision framing in consumer decision-making.

Dear student if you need help with answers/explanations to the questions above, kindly contact us and our tutors will help you explain and solve your questions in 15 minutes. You could message us on Facebook or click here to send us a request. Thank you for visiting us!