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Quiz on 5, created by Leo Yuan on 28/10/2017.
Leo Yuan
Quiz by Leo Yuan, updated more than 1 year ago
Leo Yuan
Created by Leo Yuan about 7 years ago
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Resource summary

Question 1

Question
Attitude change strategies can initially focus on the:
Answer
  • cognitive component.
  • affective component.
  • behavioural component.
  • cognitive component, affective component or behavioural component.

Question 2

Question
Background music, scent, short aisles and neutral-colour carpets all make up a store's:
Answer
  • atmospherics
  • price level.
  • central environment.
  • defining cues.

Question 3

Question
Because consumers generally learn more information than they can readily retrieve:
Answer
  • 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.

Question 4

Question
Benefit segmentation is different to lifestyle segmentation because it involves grouping consumers in segments on the basis of:
Answer
  • similar affective ratings.
  • similar perceptions/beliefs of performance on specific attributes.
  • similar behavioural components.
  • none of the given answers.

Question 5

Question
Brand leverage is:
Answer
  • placing an existing brand name on a new product.
  • family branding.
  • umbrella branding.
  • all of the given answers.

Question 6

Question
Brand loyalty differs from repeat purchase behaviour in that brand loyalty:
Answer
  • 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.

Question 7

Question
Brands in the schematic memory for a consumer problem are referred to as:
Answer
  • associated brands.
  • semantic brands.
  • recalled set.
  • evoked set.

Question 8

Question
Celebrity sources may enhance attitude change due to the fact that:
Answer
  • 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.

Question 9

Question
Changes in disposable income can be directly linked to:
Answer
  • 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.

Question 10

Question
Cognitive dissonance is:
Answer
  • 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.

Question 11

Question
Cognitive preservation motives include the need for:
Answer
  • consistency.
  • attribution of causation.
  • categorisation.
  • all of the given answers.

Question 12

Question
Comparative advertising:
Answer
  • 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.

Question 13

Question
Compared to the youth of earlier generations, the youth market today:
Answer
  • does not get bored so quickly.
  • is less intelligent.
  • has higher willingness to spend.
  • is more patient.

Question 14

Question
Conditioning refers to learning:
Answer
  • based upon association of stimulus and response
  • under low-involvement conditions.
  • under high-involvement conditions.
  • using elaborative activities.

Question 15

Question
Consumer characteristics that are associated with a high level of external search include all of the following except:
Answer
  • 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.

Question 16

Question
Consumer dissatisfaction may result from a failure of:
Answer
  • expressive performance.
  • classical performance.
  • instrumental performance.
  • expressive performance and instrumental performance.

Question 17

Question
Consumers infer retail outlets' personality traits from:
Answer
  • music
  • sales staff.
  • products offered for sale.
  • all of the given answers.

Question 18

Question
Consumers select alternatives based on:
Answer
  • 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.

Question 19

Question
Consumers who do not complain directly to the firm but tell others of their dissatisfaction:
Answer
  • 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.

Question 20

Question
Corrective advertising:
Answer
  • 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.
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