Multiple Choice
Identify the
choice that best completes the statement or answers the question.
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1.
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Rapid initial sales can be facilitated by ____.
a. | sufficient sales promotion activity to generate desired levels of trial-purchase
behaviour | b. | ensuring that product quality is suitable and will promote favorable word-of-mouth
communication | c. | revising the product and advertising strategies as necessary to appeal to the needs
of later adopters | d. | ensuring that the old product continues to meet
the needs of the market | e. | advertising to remind the market about the
product |
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2.
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Rob is an outstanding skier who is often called upon by other consumers for
advice about water skis. For this product category, Rob apparently is considered a(n) ____.
a. | laggard | b. | opinion leader | c. | innovator | d. | endorser | e. | mover |
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3.
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Margaret notices a television commercial because of the loud sounds. This is an
example of ____.
a. | exposure | b. | involuntary attention | c. | non-voluntary
attention | d. | voluntary attention | e. | interpretation |
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4.
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Whether sexual content elicits a positive or negative reaction depends on the
____.
a. | appropriateness or relevance of the sexual content | b. | explicitness of the
sexual content | c. | number of people portrayed in the sexual content | d. | extent of nudity in
the sexual content | e. | the seductiveness of the sexual
content |
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5.
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Which of the following is a strength of newspaper as an advertising
medium?
a. | lack of clutter | b. | long life | c. | ability to reach
potential customers on a personal and intimate level | d. | consumers are in the right mental frame to
process advertisements | e. | transfer images from television
advertising |
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6.
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Which of the following is NOT one of the basic stages of the consumer decision
process?
a. | need recognition | b. | decision dilemma | c. | information search
and alternative evaluation | d. | postpurchase and
evaluation |
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7.
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Consumers may choose products that provide pleasure, avoid guilt, or relieve
fear by seeking out products that offer ____.
a. | low search characteristics | b. | high credence qualities | c. | ease of external
information search | d. | emotional
benefits |
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8.
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The anxiety or regret that lingers after a consumer makes a difficult purchase
decision is referred to as:
a. | cognitive consistency. | b. | evaluative consistency. | c. | cognitive
dissonance. | d. | evaluative state. |
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9.
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A consumer decision-making mode that is typified by high involvement and rich
prior experience is known as ____.
a. | extended problem solving | b. | variety seeking | c. | limited problem
solving | d. | brand loyalty |
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10.
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People encounter a tremendous number of advertising messages on a daily basis.
What is the most common response to these messages?
a. | retention without attention | b. | the development of negative attitudes toward
heavy advertisers | c. | the formation of incorrect
beliefs | d. | selective attention |
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