STUVIA 2024/2025
MKT 310 | Exam #2
5 to 9 - ✔✔The amount of information that consumers can hold in working memory is believed to be
limited to __________ to _________ bits of information.
a pattern in memory that is organized around a particular concept - ✔✔Schema
affect, behavior, cognition - ✔✔In the ABC model of attitudes, ABC stands for
agreeableness - ✔✔The most widely recognized approach to measuring personality traits is the
Neo-Personality Inventory, also known as the Big Five or Five-Factor Model.
The dimensions of the Five-Factor Model are conscientiousness, extraversion, openness to
experience, instability, and __________.
All of the above. - ✔✔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?
All of the above. - ✔✔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?
%
All of the above. - ✔✔Which of the following is true regarding the reciprocity rule?
an acute memory of the circumstances surrounding a surprising and novel event - ✔✔Flashbulb
Memory
an identifiable, specific feeling, such as anger or desire - ✔✔Emotion
an unobservable inner force that stimulates a behavioral response - ✔✔Motive
Attention means we allocate processing capability to incoming stimulus. - ✔✔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?
attitude - ✔✔A(n) __________ is a learned predisposition to respond in a consistently favorable or
unfavorable manner with respect to a given object.
Brand personality - ✔✔__________ is the set of human characteristics that people associate with a
brand.
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classical conditioning - ✔✔Coca-Cola does not advertise during the evening news because the
marketer does not want the negative information that is reported on the news to create a negative
feeling toward the brand.
Marketing decision makers at Coca-Cola are trying to prevent _________ that might otherwise take
place.
conditioned stimulus - ✔✔Charles Quarles is passionate about pizza. His favorite is Pizza Hut's Meat
Lover's pizza. Charles' passion for the Meat Lover's is so extreme that every time he sees a red roof
(one of the symbols of Pizza Hut), he drools involuntarily. This happens even when he is driving by a
red-roofed building that is not a Pizza Hut (e.g., a Dairy Queen or a Bob Evans) and even when the
red roof doesn't have anything to do with food (e.g., a Red Roof Inn or a KinderCare preschool).
If we examine this scenario from a classical conditioning perspective, the red roof is a(n)
__________.
contrast principle - ✔✔Managers of clothing stores train their sales associates to sell the expensive
item first because of the power of the __________.
controlled responding - ✔✔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.
%
decision by a marketer to try to achieve a defined brand image within a market segment, relative to
competing brands - ✔✔Product positioning is the
Do both B and C. - ✔✔To avoid having the reciprocity rule used against us, what does Cialdini
advise?
elaborative activities - ✔✔__________ is/are the use of previously stored experiences, values,
attitudes, beliefs, and feelings to interpret and evaluate information in working memory as well as to
add relevant previously stored information.
Esteem - ✔✔The classic Wheaties tagline, "Breakfast of champions," is intended to connect the
product's benefits with which level of needs (on Maslow's hierarchy)?
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." - ✔✔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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