Question 1

Classical conditioning theory is used to explain the effectiveness of marketing communications.

Accepted Answer

A) True 
 B)False

Question 2

As consumers,we prefer familiar brands to unfamiliar brands.

Accepted Answer

A) True 
 B)False

Question 3

How do consumers process information unconsciously during low effort situations?

Accepted Answer

In low effort situations, where consumers are not actively engaged in deep processing of information, they often rely on unconscious or automatic cognitive processes to make decisions. This type of processing is also known as heuristic processing. Here are some ways in which consumers process information unconsciously during such situations:

1. **Heuristics**: Consumers use simple rules of thumb or heuristics to make quick decisions. For example, a consumer might choose a product because it's a brand they recognize or because it's positioned at eye level on the shelf.

2. **Brand Familiarity**: Familiar brands are more likely to be chosen without much thought. Consumers often assume that a familiar brand is trustworthy and of acceptable quality.

3. **Price as an Indicator**: Consumers may use price as a cue for quality. In low effort situations, a higher price might be unconsciously interpreted as indicating higher quality, and vice versa.

4. **Affective Responses**: Emotional responses to stimuli can occur without conscious thought. For example, a consumer might feel good about a product because of positive past experiences or effective advertising, leading to a favorable unconscious bias towards the product.

5. **Packaging and Presentation**: Attractive packaging or presentation can influence consumers unconsciously. Bright colors, certain images, or familiar shapes can trigger automatic positive responses.

6. **Social Norms**: Consumers may unconsciously follow social norms or trends. If a product is popular or trending, consumers might be more inclined to choose it without much thought.

7. **Choice Overload**: When faced with too many options, consumers may make a choice based on a simple attribute to reduce the cognitive load. This could be anything from choosing the second cheapest option to picking the item with the most appealing packaging.

8. **Environmental Influences**: In-store music, scents, and overall ambiance can affect consumer behavior unconsciously. For example, a pleasant scent or a calming melody in the background can create a positive mood and influence purchasing decisions.

9. **Priming**: Consumers can be primed with certain cues or contexts that influence subsequent behavior without their awareness. For instance, seeing the color red might unconsciously prime a consumer to think of clearance sales.

10. **Physical Placement**: The placement of products within a store can influence purchase behavior. Items placed at eye level or in high-traffic areas are more likely to be noticed and chosen without much conscious deliberation.

11. **Default Options**: When given a default choice, consumers are likely to stick with it due to the low effort required. This is often seen in subscription services where the default is to renew automatically.

12. **Endowment Effect**: Consumers may value a product more highly simply because they own it, which can influence their future purchasing decisions related to the product or brand.

In summary, during low effort situations, consumers tend to rely on a variety of unconscious cognitive shortcuts to make decisions. These shortcuts are influenced by past experiences, environmental cues, social influences, and the inherent desire to reduce cognitive effort. Brands and marketers often design their strategies to capitalize on these unconscious processing mechanisms to influence consumer behavior.

Question 4

Music in advertising can likely have all of the following positive effects except

Accepted Answer

A)   attracting attention.
B)   being used as an effective classical conditioning strategy.
C)   increasing the rate of recall of central arguments in an ad.
D)   generating positive feelings.
E)   stimulating emotionally laden memories.F) B) and E)
G) A) and E)

Question 5

When would transformational advertising be effective and when would it be ineffective as a marketing tool?

Accepted Answer

Transformational advertising can be effe...

Question 6

The speaker in the ARAMO 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.

Accepted Answer

A)   a rhetorical question
B)   emotional appeals
C)   visuals
D)   a "bait and switch" tactic
E)   a teaserF) A) and B)
G) A) and C)

Question 7

After watching an advertisement for an athlete's foot treatment with a famous professional football player who suffered from this same difficulty,Bill formed a simple belief that this treatment was effective.This is an example of simple beliefs based on

Accepted Answer

A)   affective deliberation.
B)   the truth effect.
C)   explanations from an endorsement
D)   associative messages.
E)   elaboration.F) None of the above
G) C) and D)

Question 8

Positive TV program content can affect advertising by

Accepted Answer

A)   increasing recall.
B)   positively affecting encoding.
C)   transferring negative affect to the advertisement through a comparison with the programming content.
D)   increasing the number of associations with the brand schema.
E)   transferring positive affect to the advertisement.F) B) and D)
G) None of the above

Question 9

In what circumstances would consumers use the central-route processing of information about toothpaste and in what circumstances would they use peripheral-route processing?

Accepted Answer

Consumers would use central-route proces...

Question 10

Burger King used songs from the 60s and 70s in their ads to evoke a positive response in baby boomer consumers.The music could act as a(n) ____ in classical conditioning to create a good feeling toward Burger King.

Accepted Answer

A)   conditioned stimulus
B)   unconditioned stimulus
C)   conditioned response
D)   unconditioned response
E)   positive reinforcementF) A) and E)
G) A) and D)

Question 11

What are different types of peripheral cues? Give examples.

Accepted Answer

Peripheral cues are stimuli that can inf...

Question 12

Research suggests that if consumers are in a good mood they are more likely to ignore negative information about the brand.

Accepted Answer

A) True 
 B)False

Question 13

____ is stronger than backward conditioning.

Accepted Answer

A)   Operant conditioning
B)   Forward conditioning
C)   Midlevel conditioning
D)   Learning
E)   Neural disciplineF) D) and E)
G) B) and C)

Question 14

The dual-mediation hypothesis proposes that attitude toward the ad can affect brand attitudes in two ways.One way is that positive affect for the ad can lead to positive affect for the brand.A second way is that positive affect can lead us to be more likely to

Accepted Answer

A)   evaluate the brand more closely.
B)   believe what the ad says.
C)   accept an unconditioned stimulus presented in the ad.
D)   accept an unconditioned response presented in the ad.
E)   process only the peripheral cues in the ad.F) B) and D)
G) A) and C)

Question 15

When a consumer has limited MAO to process marketing communications,he/she will still form attitudes through the

Accepted Answer

A)   central route to persuasion.
B)   peripheral route to persuasion.
C)   inferential route to persuasion.
D)   myopic inferences.
E)   subliminal persuasion.F) None of the above
G) C) and D)

Question 16

Consumers develop most of their attitudes about products through peripheral-route processing.

Accepted Answer

A) True 
 B)False  False

Question 17

Viewers hear music playing and people talking over cups of coffee.The brand name in the ad is only revealed at the end.This is an example of a(n)

Accepted Answer

A)   inferential ad.
B)   source derogation ad.
C)   self-nonreferencing ad.
D)   indirect comparison ad.
E)   mystery ad.F) A) and E)
G) C) and D)

Question 18

Humorous ads tend to be more effective in magazines than any other medium.

Accepted Answer

A) True 
 B)False  False

Question 19

Wilbur never thought much about toothpaste,but he regularly bought Bright White and Sharp Tooth brands.Most likely,Wilbur's attitude toward these brands was based on

Accepted Answer

A)   support arguments rather than counterarguments.
B)   persuasive arguments.
C)   source derogations.
D)   counterarguments rather than support arguments.
E)   a few simple beliefs.F) A) and B)
G) A) and C)

Question 20

Which characteristics of a message can influence a consumer's attitude toward an ad?

Accepted Answer

Several characteristics of a message can...

Exam 6: Attitudes Based on Low Effort

Classical conditioning theory is used to explain the effectiveness of marketing communications.

Correct Answer
verified

As consumers,we prefer familiar brands to unfamiliar brands.

Correct Answer
verified

How do consumers process information unconsciously during low effort situations?

Music in advertising can likely have all of the following positive effects except

Correct Answer
verified

When would transformational advertising be effective and when would it be ineffective as a marketing tool?

Correct Answer
Answered by ExamLex AI
Transformational advertising can be effe...
View Answer

The speaker in the ARAMO 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.

Correct Answer
verified

After watching an advertisement for an athlete's foot treatment with a famous professional football player who suffered from this same difficulty,Bill formed a simple belief that this treatment was effective.This is an example of simple beliefs based on

Correct Answer
verified

Positive TV program content can affect advertising by

Correct Answer
verified

In what circumstances would consumers use the central-route processing of information about toothpaste and in what circumstances would they use peripheral-route processing?

Correct Answer
Answered by ExamLex AI
Consumers would use central-route proces...
View Answer

Burger King used songs from the 60s and 70s in their ads to evoke a positive response in baby boomer consumers.The music could act as a(n) ____ in classical conditioning to create a good feeling toward Burger King.

Correct Answer
verified

What are different types of peripheral cues? Give examples.

Correct Answer
Answered by ExamLex AI
Peripheral cues are stimuli that can inf...
View Answer

Research suggests that if consumers are in a good mood they are more likely to ignore negative information about the brand.

Correct Answer
verified

____ is stronger than backward conditioning.

Correct Answer
verified

The dual-mediation hypothesis proposes that attitude toward the ad can affect brand attitudes in two ways.One way is that positive affect for the ad can lead to positive affect for the brand.A second way is that positive affect can lead us to be more likely to

Correct Answer
verified

When a consumer has limited MAO to process marketing communications,he/she will still form attitudes through the

Correct Answer
verified

Consumers develop most of their attitudes about products through peripheral-route processing.

Correct Answer
verified
False

Viewers hear music playing and people talking over cups of coffee.The brand name in the ad is only revealed at the end.This is an example of a(n)

Correct Answer
verified

Humorous ads tend to be more effective in magazines than any other medium.

Correct Answer
verified
False

Wilbur never thought much about toothpaste,but he regularly bought Bright White and Sharp Tooth brands.Most likely,Wilbur's attitude toward these brands was based on

Correct Answer
verified

Which characteristics of a message can influence a consumer's attitude toward an ad?

Correct Answer
Answered by ExamLex AI
Several characteristics of a message can...
View Answer

Exam 6: Attitudes Based on Low Effort

Classical conditioning theory is used to explain the effectiveness of marketing communications.

Correct AnswerverifiedShow Answer

As consumers,we prefer familiar brands to unfamiliar brands.

Correct AnswerverifiedShow Answer

How do consumers process information unconsciously during low effort situations?

Music in advertising can likely have all of the following positive effects except

Correct AnswerverifiedShow Answer

When would transformational advertising be effective and when would it be ineffective as a marketing tool?

Correct AnswerAnswered by ExamLex AITransformational advertising can be effe...View AnswerShow Answer

The speaker in the ARAMO 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.

Correct AnswerverifiedShow Answer

After watching an advertisement for an athlete's foot treatment with a famous professional football player who suffered from this same difficulty,Bill formed a simple belief that this treatment was effective.This is an example of simple beliefs based on

Correct AnswerverifiedShow Answer

Positive TV program content can affect advertising by

Correct AnswerverifiedShow Answer

In what circumstances would consumers use the central-route processing of information about toothpaste and in what circumstances would they use peripheral-route processing?

Correct AnswerAnswered by ExamLex AIConsumers would use central-route proces...View AnswerShow Answer

Burger King used songs from the 60s and 70s in their ads to evoke a positive response in baby boomer consumers.The music could act as a(n) ____ in classical conditioning to create a good feeling toward Burger King.

Correct AnswerverifiedShow Answer

What are different types of peripheral cues? Give examples.

Correct AnswerAnswered by ExamLex AIPeripheral cues are stimuli that can inf...View AnswerShow Answer

Research suggests that if consumers are in a good mood they are more likely to ignore negative information about the brand.

Correct AnswerverifiedShow Answer

____ is stronger than backward conditioning.

Correct AnswerverifiedShow Answer

The dual-mediation hypothesis proposes that attitude toward the ad can affect brand attitudes in two ways.One way is that positive affect for the ad can lead to positive affect for the brand.A second way is that positive affect can lead us to be more likely to

Correct AnswerverifiedShow Answer

When a consumer has limited MAO to process marketing communications,he/she will still form attitudes through the

Correct AnswerverifiedShow Answer

Consumers develop most of their attitudes about products through peripheral-route processing.

Correct AnswerverifiedFalse

Viewers hear music playing and people talking over cups of coffee.The brand name in the ad is only revealed at the end.This is an example of a(n)

Correct AnswerverifiedShow Answer

Humorous ads tend to be more effective in magazines than any other medium.

Correct AnswerverifiedFalse

Wilbur never thought much about toothpaste,but he regularly bought Bright White and Sharp Tooth brands.Most likely,Wilbur's attitude toward these brands was based on

Correct AnswerverifiedShow Answer

Which characteristics of a message can influence a consumer's attitude toward an ad?

Correct AnswerAnswered by ExamLex AISeveral characteristics of a message can...View AnswerShow Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
Answered by ExamLex AI
Transformational advertising can be effe...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
Answered by ExamLex AI
Consumers would use central-route proces...
View Answer

Correct Answer
verified

Correct Answer
Answered by ExamLex AI
Peripheral cues are stimuli that can inf...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
False

Correct Answer
verified

Correct Answer
verified
False

Correct Answer
verified

Correct Answer
Answered by ExamLex AI
Several characteristics of a message can...
View Answer