STUVIA 2024/2025
MKT 310 | Exam #2
the automatic activation of a judgmental heuristic, as if a mental tape were playing - ✔✔Click, whirr
refers to __________.
judgmental heuristics - ✔✔When Cialdini refers to ___________, he is speaking of mental shortcuts
that we use when we're making our everyday judgments.
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.
contrast principle - ✔✔Managers of clothing stores train their sales associates to sell the expensive
item first because of the power of the __________.
trigger feature - ✔✔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. - ✔✔Which of the following is true regarding the reciprocity rule?
%
is described by A and C. - ✔✔The rejection-then-retreat technique
Do both B and C. - ✔✔To avoid having the reciprocity rule used against us, what does Cialdini
advise?
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?
public - ✔✔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.
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?
perception - ✔✔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).
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, STUVIA 2024/2025
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?
There is no scientific evidence that it has any effect on consumer's decisions. - ✔✔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. - ✔✔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. - ✔✔With regard to hemispheric
lateralization, which of the following statements is consistent with what the authors say?
motivation and ability - ✔✔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." - ✔✔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?
When marketers imply that their organization or brand is associated with an event, but no such
relationship exists, that is called guerilla marketing. - ✔✔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 interpretation, which of the following statements is not consistent with what the author
says?
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