11117259
Pregunta 1
Pregunta
Attitude change strategies can initially focus on the:
Respuesta
-
cognitive component.
-
affective component.
-
behavioural component.
-
cognitive component, affective component or behavioural component.
Pregunta 2
Pregunta
Background music, scent, short aisles and neutral-colour carpets all make up a store's:
Respuesta
-
atmospherics
-
price level.
-
central environment.
-
defining cues.
Pregunta 3
Pregunta
Because consumers generally learn more information than they can readily retrieve:
Respuesta
-
marketers should match the retrieval and learning environments
-
marketers should use more bright colours in their packaging.
-
they can hardly make use of advertising information.
-
All of the given answers are correct.
Pregunta 4
Pregunta
Benefit segmentation is different to lifestyle segmentation because it involves grouping consumers in segments on the basis of:
Respuesta
-
similar affective ratings.
-
similar perceptions/beliefs of performance on specific attributes.
-
similar behavioural components.
-
none of the given answers.
Pregunta 5
Pregunta
Brand leverage is:
Respuesta
-
placing an existing brand name on a new product.
-
family branding.
-
umbrella branding.
-
all of the given answers.
Pregunta 6
Pregunta
Brand loyalty differs from repeat purchase behaviour in that brand loyalty:
Respuesta
-
involves at least 90 per cent of product category purchases with a single brand.
-
must exist over a minimum of six repurchase cycles.
-
must not include any purchase of another brand when the primary brand is available.
-
implies a psychological commitment to the brand.
Pregunta 7
Pregunta
Brands in the schematic memory for a consumer problem are referred to as:
Respuesta
-
associated brands.
-
semantic brands.
-
recalled set.
-
evoked set.
Pregunta 8
Pregunta
Celebrity sources may enhance attitude change due to the fact that:
Respuesta
-
they may be viewed as more credible than non-celebrities.
-
consumers may associate known characteristics of the celebrity with attributes of the product that coincide with their own needs or desires.
-
celebrities may attract more attention to the advertisement than non-celebrities would.
-
All of the given answers are correct.
Pregunta 9
Pregunta
Changes in disposable income can be directly linked to:
Respuesta
-
changes in market demand for non-durable products and essential services.
-
changes in market demand for non-durable products only.
-
changes in population shifts.
-
changes in market demand for durable products and non-essential services.
Pregunta 10
Pregunta
Cognitive dissonance is:
Respuesta
-
a term first used by Leon Festinger.
-
usually more likely to occur with high-involvement purchases.
-
the experience of inconsistency between attitude components.
-
all of the given answers.
Pregunta 11
Pregunta
Cognitive preservation motives include the need for:
Respuesta
-
consistency.
-
attribution of causation.
-
categorisation.
-
all of the given answers.
Pregunta 12
Pregunta
Comparative advertising:
Respuesta
-
tends to be considered as more interesting by consumers than non-comparative advertising.
-
promotes competition among companies.
-
sometimes leads to negative impressions.
-
All of the given answers are correct.
Pregunta 13
Pregunta
Compared to the youth of earlier generations, the youth market today:
Respuesta
-
does not get bored so quickly.
-
is less intelligent.
-
has higher willingness to spend.
-
is more patient.
Pregunta 14
Pregunta
Conditioning refers to learning:
Respuesta
-
based upon association of stimulus and response
-
under low-involvement conditions.
-
under high-involvement conditions.
-
using elaborative activities.
Pregunta 15
Pregunta
Consumer characteristics that are associated with a high level of external search include all of the following except:
Respuesta
-
extensive experience with the product category.
-
early stages of the household life cycle.
-
a high level of perceived risk in the purchase.
-
All of the given answers are associated with a high level of external search.
Pregunta 16
Pregunta
Consumer dissatisfaction may result from a failure of:
Respuesta
-
expressive performance.
-
classical performance.
-
instrumental performance.
-
expressive performance and instrumental performance.
Pregunta 17
Pregunta
Consumers infer retail outlets' personality traits from:
Respuesta
-
music
-
sales staff.
-
products offered for sale.
-
all of the given answers.
Pregunta 18
Pregunta
Consumers select alternatives based on:
Respuesta
-
the type of problem recognition that occurs.
-
the relative performance on the appropriate evaluative criteria
-
the amount of information search required.
-
none of the given answers.
Pregunta 19
Pregunta
Consumers who do not complain directly to the firm but tell others of their dissatisfaction:
Respuesta
-
should be ignored by the firm as it is expensive to deal with them and the benefits are not clear.
-
do so because they prefer to help others rather than get compensation for themselves.
-
in reality seek compensation for themselves.
-
can cause a lot of harm to the reputation of a firm.
Pregunta 20
Pregunta
Corrective advertising:
Respuesta
-
may support 'unlearning' of product information.
-
is undertaken to 'correct' false consumer impressions of a brand.
-
may speed up extinction.
-
All of the given answers are correct.
¿Quieres crear tus propios Tests gratis con GoConqr? Más información.