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Exam 4: Understanding Consumer Behavior

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Question 41

Multiple Choice

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A favorable attitude toward and consistent purchase of a single brand over time is referred to as

A) stimulus generalization.
B) attitudinal discrimination.
C) brand loyalty.
D) behavioral preference.
E) consumer allegiance.

F) A) and C)
G) A) and B)

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Question 42

Multiple Choice

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Which of the following statements about subliminal perception is most accurate?

A) The Federal Communications Commission (FCC) believes that subliminal perception can be effective with a large majority of consumers.
B) Subliminal messages are illegal in the United States.
C) Subliminal messages are more effective now due to the advances in computer-generated images in movies and TV programs.
D) About half of U.S. consumers think that subliminal messages can cause them to buy products and services they don't want.
E) The use of subliminal messaging is monitored by the Better Business Bureau.

F) A) and D)
G) A) and E)

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Question 43

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Advertising explains that the drug Plavix works by preventing plaque buildup in arteries that can cause heart attack and stroke. This is an example of

In the Maslow hierarchy of needs, a health insurance policy would satisfy a ________ need.

When the state of Virginia touts the slogan "Virginia is for Lovers," it is trying to appeal to people's ________ in order to attract them as potential residents, part of its workforce, or vacationers.

The initial stage in the consumer purchase decision process involves perceiving a difference between a person's ideal and actual situations big enough to trigger a decision. What is this stage called?

How might Ford Motor Co. apply the three methods of attitude change in its marketing activities?

Febreze is an odor-controlling spray that is manufactured by Procter & Gamble. When Febreze was introduced, a few people in an Internet chat room stated that the product was harmful to house pets. Though untrue, the rumor spread. This is an example of

A movie theater owner embedded brief messages during trailers before showing the feature film. The messages, which flashed on the screen for such a short time that moviegoers were not consciously aware of them, urged consumers to "Drink Coke" and to "Eat Popcorn," encouraging them to visit the snack lobby. Research has shown what about such messages?

In the VALS framework, consumers motivated by achievement look for products and services that demonstrate success to their peers or to a peer group they aspire to. A segment of the achievement-motivated groups, known as ________, have low resources and live in the moment. Although they would like to improve their lives, they have difficulty doing so.

A(n) ________ in the consumer purchase decision process occurs when consumers scan their memories for previous experiences with products or brands.

Edison noticed that prices at a new video game rental website were lower than those at most of the other gaming websites or retail stores such as Game Stop. He is exhibiting

Pepsi-Cola made "freshness" an important product attribute when it stamped freshness dates on its cans. Prior to doing so, few consumers considered freshness a relevant issue for soft drinks. Pepsi-Cola tried to change consumers' attitudes toward its soft drinks by

The book The Secret Sales Pitch: An Overview of Subliminal Advertising is about subliminal messages, which reflect what kind of potential influence on the consumer decision making process?

When Kia Motors offered a 10-year, 100,000-mile warranty for its Kia Soul automobile, its strategy was to reduce consumers' ________ and encourage purchases.

In behavioral learning, a need that moves an individual to action is

One evening while watching Hulu, your stomach growls. Before the next episode starts, you see an ad for Jimmy John's. You walk to the nearest shop and buy a sandwich, which tastes great. In terms of behavioral learning, your hunger is a

Why is learning important to marketing?

Food in the Maslow hierarchy of needs is an example of a ________ need.

A reference group that a person wishes to be a member of or wishes to be identified with is referred to as ________ group.