MKT 310 | Exam #2 Questions With Correct
Answers
The automatic activation of a judgmental heuristic, as if a mental tape were playing -
answerClick, whirr refers to __________.
judgmental heuristics - answerWhen Cialdini refers to ___________, he is speaking of
mental shortcuts that we use whe...
The automatic activation of a judgmental heuristic, as if a mental tape were playing -
answer✔✔Click, whirr refers to __________.
judgmental heuristics - answer✔✔When Cialdini refers to ___________, he is speaking of
mental shortcuts that we use when we're making our everyday judgments.
controlled responding - answer✔✔He uses the name ____________ for when we do the
opposite of the above, i.e., when we react after thoroughly analyzing all of the available
information.
contrast principle - answer✔✔Managers of clothing stores train their sales associates to sell the
expensive item first because of the power of the __________.
trigger feature - answer✔✔To explain this phenomenon, Cialdini concluded that tourists, who
were not experts in turquoise jewelry, relied on an "expensive = good" heuristic. For those who
relied on this stereotype and who bought the jewelry, the high price on the tag functioned as
a(n) __________.
All of the above. - answer✔✔Which of the following is true regarding the reciprocity rule?
is described by A and C. - answer✔✔The rejection-then-retreat technique
Do both B and C. - answer✔✔To avoid having the reciprocity rule used against us, what does
Cialdini advise?
All of the above. - answer✔✔We try to be consistent in our words and our actions, or at least
we try to appear to be consistent in our words and our actions. Why is this important to us?
public - answer✔✔Cialdini states that "once you've got a person's self-image where you want
it, that person should comply naturally with a whole range of requests that are consistent with
this new self-view."
He goes on to say that not all commitments affect a person's self-image; to be effective in this
way, the commitment needs to be active, __________, effortful, and viewed as voluntary.
, EXAM STUDY MATERIALS 8/7/2024 11:29 AM
All of the above. - answer✔✔Let's say we want to prevent our own tendency toward automatic
consistency from being used against us by nasty "compliance professionals." What is Professor
Cialdini's advice to us?
perception - answer✔✔According to the authors of your primary textbook (i.e., Mothersbaugh
et al.), __________ is the process by which we select, organize, and interpret the sensory
stimuli that that are detected by our sensory receptors (such as the receptors in our eyes or
optic nerve).
Attention means we allocate processing capability to incoming stimulus. - answer✔✔The
authors of your primary textbook (i.e., Mothersbaugh et al.) present a three-stage model of the
process of perception: exposure >> attention >> interpretation.
Regarding attention, which of the following statements is consistent with what the author says?
There is no scientific evidence that it has any effect on consumer's decisions. -
answer✔✔Almost two-thirds of Americans believe that advertisers target us with subliminal
messages; that is, images (often of a sexual nature) that escape our notice because they are
hidden, or because they flash before us too quickly for our conscious minds to register what we
are seeing or hearing.
Which of the following is consistent with what Mothersbaugh and his co-authors say about this
technique?
There is no evidence that advertisers do this. - answer✔✔Almost two-thirds of Americans
believe that advertisers target us with subliminal messages; that is, images (often of a sexual
nature) that escape our notice because they are hidden, or because they flash before us too
quickly for our conscious minds to register what we are seeing or hearing.
Which of the following is consistent with what Mothersbaugh and his co-authors say about this
technique?
The right brain deals with pictorial and nonverbal information. - answer✔✔With regard to
hemispheric lateralization, which of the following statements is consistent with what the
authors say?
motivation and ability - answer✔✔According to the authors of your primary textbook (i.e.,
Mothersbaugh et al.), the two major individual factors that affect attention are
Exposure happens when a stimulus (e.g., an ad, a salesperson's statement, a product display)
and a consumer's sensory receptors are "in the same place, at the same time." - answer✔✔The
authors of your primary textbook (i.e., Mothersbaugh et al.) present a three-stage model of the
process of perception: exposure >> attention >> interpretation.
Regarding exposure, which of the following statements is consistent with what the author says?
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