Consumer Behavior 7th Edition Wayne D.
Hoyer – Test Bank
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Sample Questions
1. Echoic memory is sensory memory of things we see.
a.
True
b.
False
ANSWER:
2. Working memory is where most of the conscious information processing
takes place.
a.
True
b.
False
ANSWER:
3. Episodic memory tends to be very personal and idiosyncratic because we
each have a unique set of experiences.
a.
True
b.
False
ANSWER:
4. Consumers who consider indulging in a purchase expect to have more
positive than negative feelings when a strong justification for the indulgence
is lacking.
a.
True
b.
False
ANSWER:
5. Implicit memory is when consumers are consciously aware that they
remember something.
a.
True
b.
False
ANSWER:
6. A chunk is a group of items that are processed as a unit.
a.
True
b.
False
ANSWER:
7. Memory can be enhanced through elaboration that involves rote
memorization.
a.
True
b.
False
ANSWER:
8. Concepts connected by weak links are more likely to activate each other
than are those connected by strong links.
a.
True
b.
False
ANSWER:
9. When consumers see one brand alongside a second brand that has a
completely different personality, the first will stimulate more negative
reaction than if the second brand’s personality is similar to that of the first
brand.
a.
True
b.
False
ANSWER:
10. Firms with a sincere brand personality may have an easier time
reinvigorating customer relationships after a crisis because consumers are
less surprised by nonroutine experiences with such brands.
a.
True
b.
False
ANSWER:
11. The first or pioneer brand in a category lacks the ability to set a standard
against which later brands can be compared.
a.
True
b.
False
ANSWER:
12. The broadest level of categorization is the subordinate level, where
objects share a few associations but also have many different ones.
a.
True
b.
False
ANSWER:
13. Positioning close to the prototype can be an effective way to differentiate
a brand.
a.
True
b.
False
ANSWER:
14. Although consumers have different goals over time, they have goalderived categories that are consistent.
a.
True
b.
False
ANSWER:
15. Unlike taxonomic categories, goal-derived categories exhibit graded
structure.
a.
True
b.
False
ANSWER:
16. When people are close to implementing a goal, more concrete
knowledge about the feasibility of attaining the goal becomes salient.
a.
True
b.
False
ANSWER:
17. Experts’ associative networks are more interconnected than the
networks of novices.
a.
True
b.
False
ANSWER:
18. Consumers appear to more quickly access information about brands
they encounter when they are old compared to when they are younger.
a.
True
b.
False
ANSWER:
19. Michael is watching his favorite show on television when an ad catches
his attention. He perceives that it is a life insurance commercial. In this
scenario, Michael must _____ what he saw to retain information.
a.
be aware of
b.
have a high level of attention for
c.
comprehend
d.
visualize
e.
mentally and emotionally agree to
ANSWER:
20. Iconic memory is sensory memory of things we _____.
a.
smell
b.
touch
c.
taste
d.
hear
e.
see
ANSWER:
21. _____ is the portion of memory where incoming information is encoded
or interpreted in the context of existing knowledge, and kept available for
more processing.
a.
Working memory
b.
Dynamic memory
c.
Coded memory
d.
Characteristic memory
e.
Static memory
ANSWER:
22. _____ represents knowledge about ourselves and what has happened to
us in our past, including emotions and sensations tied to past experiences.
a.
Conditional knowledge
b.
Episodic memory
c.
Symbolic memory
d.
Associative memory
e.
Tacit knowledge
ANSWER:
23. _____ reflects the information we have already learned and stored in
memory.
a.
Knowledge structure
b.
Knowledge content
c.
Data mine
d.
Data mart
e.
Information schema
ANSWER:
24. _____ describes how we organize knowledge in memory.
a.
Knowledge content
b.
Knowledge structure
c.
Knowledge taxonomy
d.
Knowledge base
e.
Knowledge labeling
ANSWER:
25. Joshua likes ice cream and routinely eats it for dessert after dinner. The
schema for ice cream includes associations that reflect its consumption
occasions. In the context of the associations in schemas, which of the
following dimensions is depicted in this scenario?
a.
Uniqueness
b.
Favorability
c.
Perception
d.
Recognition
e.
Salience
ANSWER:
26. In the context of the associations in schemas, which of the following is a
dimension that is crucial to building and maintaining strong brands?
a.
Cocreation
b.
Readability
c.
Uniqueness
d.
Sourcing
e.
Competition
ANSWER:
27. Joos Up, a leading soft drink company, recently launched several
energizing drinks for young people. If a consumer’s _____ of Joos Up is
favorable, it may include such associations as “tastes great” and “boosts me
up.”
a.
brand priming
b.
scripted network
c.
knowledge content
d.
brand image
e.
knowledge structure
ANSWER:
28. Lavish Homes is a furnishing and home décor store that is suited to
people of all classes and tastes. Consumers tend to describe the brand as a
down-home, honest, thrifty, helpful, and working-class friendly. In this
scenario, the consumers’ descriptions reflect the _____.
a.
associative schema
b.
network associativity
c.
brand’s image
d.
schematic orientation
e.
brand’s personality
ANSWER:
29. Which of the following statements is true when consumers see one
brand alongside a second brand that has a completely different personality?
a.
The first brand will simulate more negative reaction than the second brand.
b.
The second brand will simulate more positive reaction than the first brand.
c.
The first brand will seem more distinctive than the second brand.
d.
The first brand’s personality will seem to overlap with that of the second brand.
e.
The second brand will seem more distinctive than the first brand.
ANSWER:
30. Consumers collaborating with companies to shape brand personality and
develop new products is referred to as _____.
a.
serial-positioning
b.
cocreation
c.
personification
d.
scripting
e.
prototyping
ANSWER:
31. A(n) _____ is a special type of schema that represents knowledge of the
sequence of actions involved in performing an activity.
a.
endnote
b.
stimuli
c.
script
d.
extension
e.
prototype
ANSWER:
32. Rad visits a posh restaurant while on vacation. He is aware that he will
need to be well behaved while he enjoys his dinner. He knows that he will
need to wait to be seated, speak in a quiet voice, and leave a tip. These are
all parts of Rad’s _____ for fine dining.
a.
prototypicality
b.
imaging
c.
salient behavior
d.
script
e.
graded structure
ANSWER:
33. Which of the following is a concern associated with brand extensions?
a.
The brand associations that are transferred to the new product will be too strong.
b.
Motivation to process the brand image will be too high.
c.
The creation of a new brand name is impossible.
d.
The brand schema becomes less coherent and brand’s image is diluted.
e.
Many associations are linked with the original brand name.
ANSWER:
34. In the context of brand extensions, stretchability of a brand depends on:
a.
consumers’ rejection of the fit between the parent brand and other products on which it appears.
b.
preventing the transfer of meaning from the new branded product to the original brand schema.
c.
the usage differences between parent brand and associated products.
d.
finding consumers with the same degree of liking for a parent brand.
e.
consumers’ ability to process relationships between the parent brand and associated products.
ANSWER:
35. Ronth Chemicals, a leading chemical manufacturing factory, has taken
efforts to minimize disposing of chemical waste. This effort by the
management is a step toward preserving the environment. In this scenario,
Ronth Chemicals is trying to change its _____.
a.
brand image
b.
brand network
c.
knowledge structure
d.
knowledge model
e.
consumer schema
ANSWER:
36. Andoitine, a leading pharmaceutical company, makes Tonedeep, a
medicine widely used for viral infections in children. However, doctors
recently discovered that children who took this medicine could develop a
serious blood disorder. This has led to Andoitine’s recalling their product for
further testing. This is an example of Andoitine:
a.
reducing clutter for brand image.
b.
reducing elaboration for a brand.
c.
protecting its brand image.
d.
creating a new brand name.
e.
increasing processing efficiency.
ANSWER:
37. In the context of brand images and personalities being threatened during
a brand crisis, strong prior brand images can act as a _____.
a.
disaster revival
b.
risk-enhancer
c.
consumer expander
d.
shock-absorber
e.
safety mechanism
ANSWER:
38. Which of the following statements is true of firms with an “exciting” brand
personality?
a.
They face difficulty re-establishing strong customer relations after a crisis.
b.
Their consumers’ fundamental perceptions of the brand are deteriorated after a crisis.
c.
They need to act more aggressively to support their brands after a crisis.
d.
Their consumers are reluctant to accept nonroutine experiences after a crisis.
e.
They have an easier time reinvigorating customer relationships after a crisis.
ANSWER:
39. The fact that taxonomic category members vary in how well they are
perceived to represent a category illustrates the principle of _____.
a.
correlated association
b.
co-branding
c.
graded structure
d.
a prototypical brand
e.
a goal-derived group
ANSWER:
40. _____ is the extent to which category members are considered to be
representative of a category.
a.
Addressability
b.
Scripting
c.
Correlated association
d.
Prototypicality
e.
Structural grading
ANSWER:
41. Which of the following is a factor that affects whether a consumer
regards something as a category prototype?
a.
Brand images
b.
Type of schemas
c.
Graded structures
d.
Schematic extensions
e.
Shared associations
ANSWER:
42. The frequency with which an object is encountered as a category
member makes it a(n) _____.
a.
prototype
b.
taxonomic representative
c.
category schema
d.
premium brand
e.
artifact
ANSWER:
43. Which of the following factors affects whether a consumer regards
something as a category prototype?
a.
Sharing the most associations with members from different categories
b.
Pioneer brands setting a standard for later brands
c.
Brands with the lowest market share
d.
Dominant brands dissolving their ties with lesser known brands
e.
Sharing the least number of associations with other members of its own category
ANSWER:
44. La Malang is a regular food festival which invites chefs from across the
world to participate. People come in large numbers to try out the different
cuisines. Food stalls during the festival have been classified into categories
such as “Starters,” “Main Course,” and “Desserts.” The common
characteristics of the dishes have led to this form of a categorization. The
various categories in this scenario can be called _____.
a.
taxonomic categories
b.
structural grades
c.
prototype grades
d.
objective categories
e.
hierarchical orientations
ANSWER:
45. Items such as cookies, crackers, and potato chips have separate
schemas. However, these can be clustered into one category because they
are all snack foods and share the common characteristic of being served as
snacks. Such categories are referred to as _____.
a.
taxonomic categories
b.
objective scripts
c.
productive categories
d.
objective assemblies
e.
categorized scripts
ANSWER:
46. In the context of the hierarchically structured taxonomic categories, the
superordinate level is the _____ of categorization.
a.
most specific level
b.
most associated level
c.
most delicate level
d.
finest level
e.
broadest level
ANSWER:
47. Savor Rich coffee and Jolnes bottled water are both members of the
beverage category. Although they have a few common associations, they
also have many that are different. In this scenario, beverages are an
example of a(n) _____ of categorization.
a.
parent level
b.
basic level
c.
exemplary level
d.
superordinate level
e.
subordinate level
ANSWER:
48. In the context of taxonomic categories being structured hierarchically,
the finest level of differentiation exists at the _____.
a.
basic level
b.
initial level
c.
subordinate level
d.
summarized level
e.
superordinate level
ANSWER:
49. The difference between sugar cookies and cinnamon crackers is a fine
one. This can be considered a(n) _____ of categorization.
a.
open level
b.
basic level
c.
exemplary level
d.
superordinate level
e.
subordinate level
ANSWER:
50. In a progression from the superordinate to the basic to the subordinate
levels, _____.
a.
consumers use more associations to describe objects
b.
consumers use fewer attributes to describe objects
c.
the associations become simpler
d.
the cognitive structure becomes simpler
e.
the associations become weaker
ANSWER:
51. In the context of the hierarchical structure of information stored in
memory, which of the following statements is true of people who ignore
environmental cues?
a.
They do not form general beliefs about product categories.
b.
They concentrate on information about brand images.
c.
They tend to integrate pieces of information when storing them.
d.
They segregate information based on knowledge.
e.
They store information in a context-specific way.
ANSWER:
52. Brands viewed as the best examples of a product category are called
_____.
a.
processed brands
b.
salient brands
c.
prototypical brands
d.
graded brands
e.
equitable brands
ANSWER:
53. Identito Foods, a leading snack food brand, believes in delivering food
products that are tasty and healthy. However, the marketing professionals at
Identito Foods notice that it is difficult to convince consumers that their
products taste good and are healthy at the same time. This scenario
demonstrates an instance where consumers look at healthy food and lack of
taste as _____.
a.
negative associations
b.
salient features
c.
correlated attributes
d.
line extensions
e.
inflexible effects
ANSWER:
54. One of the effective ways to differentiate a brand from other brands is to:
a.
discard old prototypes of the product.
b.
position the brand away from the prototype.
c.
increase the number of associations with the product category.
d.
price the product close to its prototype.
e.
create an entirely new set of associations for the brand.
ANSWER:
55. Applying the concept of correlated associations, when two brands with
similar brand concepts become cosponsors of an event, _____.
a.
hybrid product categories can be merged
b.
an assimilated association can be formulated
c.
a positive image transfer can occur
d.
internal inferences can be reduced
e.
salient attributes can be added to a brand image
ANSWER:
56. In a grocery store, the beverages section of the floor contains subsections for juices, tea, coffee, and soft drinks. This denotes the usage of
_____ within the retail environment.
a.
feature displays
b.
schemas
c.
correlated attributes
d.
prototypes
e.
hierarchical structures
ANSWER:
57. In the context of retail merchandising, when products are organized
according to benefit, consumers will perceive individual products in each
category to be _____.
a.
most unique
b.
less desirable
c.
most exclusive
d.
less distinctive
e.
less ordinary
ANSWER:
58. Although objects may belong to very different taxonomic categories, they
can be assigned to the same category by consumers if they:
a.
serve the same goal.
b.
are part of different schemas.
c.
serve similar consumers.
d.
are broadly classified.
e.
enhance brand images.
ANSWER:
59. Anne is organizing a house party. She considers ordering expensive
wine, caviar, and desserts that will be served to guests under one category.
Although each of these items possess different attributes, Anne places them
in the _____.
a.
dynamically priced category
b.
goal-derived category
c.
self-made category
d.
hierarchical structure
e.
prototypical structure
ANSWER:
60. Which of the following statements is true when consumers are far away
from implementing a goal?
a.
People prepare for the required activity and perform well.
b.
Competitive goals are given high priority.
c.
Abstract knowledge about the desirability of attaining the goal becomes salient.
d.
The focus lies on how to attain a goal without much effort.
e.
Concrete knowledge about the feasibility of attaining the goal becomes salient.
ANSWER:
61. _____ describes the different levels of abstractness in the associations
that a consumer has about concepts and how the consumer’s psychological
distance from these concepts influences his or her behavior.
a.
Construal level theory
b.
Fixed point theory
c.
Adaptation level theory
d.
Abstract theory
e.
Bohr’s theory
ANSWER:
62. Which of the following is a difference between expert consumers and
novices?
a.
Expert consumers have more refined taxonomic structure of categories than novices.
b.
Expert consumers exhibit less flexibility in activating suitable associations than novices.
c.
Novices have more concrete associations linked to a concept than expert consumers.
d.
Novices exhibit more flexibility in activating suitable categories than expert consumers.
e.
Novices have a richer associative network with more associations than expert consumers.
ANSWER:
63. In the context of memory and retrieval, which of the following statements
is true of interference?
a.
It is reduced by repeatedly retrieving a particular information from memory.
b.
It occurs when the strength of a memory deteriorates over time because of the presence of other memories t
c.
It is negatively affected by competitive advertising when an established brand promotes a new attribute.
d.
It affects bilingual customers since second-language messages are retrieved better than first-language messag
e.
It occurs when a person retrieves memories through the use of decoding techniques.
ANSWER:
64. To reduce interference, marketers use visual and textual cues that
reinforce each other. This tactic helps consumers to process _____, thereby
improving retrieval.
a.
taxonomic hierarchical categories
b.
activated concepts
c.
second-language messages
d.
knowledge databases
e.
first-impression data
ANSWER:
65. _____ is the tendency to show greater memory for information that
comes first in a sequence.
a.
Ascendency
b.
Recency
c.
Primacy
d.
Dormancy
e.
Occupancy
ANSWER:
66. Jenny remembers that her friend told her about a new apparel store in
town. She plans to visit the store during the weekend to purchase a dress for
an office party. She is excited and looks forward to making the purchase, yet
she forgets that it was her neighbor who had told her about the store and not
her friend. This scenario depicts an example of a form of _____.
a.
source confusion
b.
disassociated network
c.
object salience
d.
structural grading
e.
prototypicality
ANSWER:
67. A _____ is some stimulus that facilitates the activation of memory.
a.
log signal
b.
retrieval cue
c.
prototype
d.
recirculated schema
e.
script
ANSWER:
68. Briefly discuss sensory memory.
ANSWER:
Responses will vary.
69. Discuss the differences between knowledge content and knowledge
structure.
ANSWER:
Responses will vary.
70. In the context of associative networks, briefly explain spreading of
activation with an example.
ANSWER:
Responses will vary.
71. Discuss how associations in schemas are described along different
dimensions. Illustrate with an example.
ANSWER:
Responses will vary.
72. Briefly discuss the fit between a consumer’s actual personality and a
brand’s personality.
ANSWER:
Responses will vary.
73. Briefly explain the general effects of brand extensions.
ANSWER:
Responses will vary.
74. Briefly discuss how brand images and personalities are protected.
ANSWER:
Responses will vary.
75. Briefly explain taxonomic category structures.
ANSWER:
Responses will vary.
76. Explain the various factors that affect whether a consumer regards
something as a category prototype.
ANSWER:
Responses will vary.
77. In the context of the hierarchical structure of taxonomic categories,
briefly explain basic, subordinate, and superordinate levels.
ANSWER:
Responses will vary.
78. In the context of associative networks, briefly explain correlated
associations.
ANSWER:
Responses will vary.
79. Discuss with the help of examples how consumers organize their
knowledge in goal-derived categories.
ANSWER:
Responses will vary.
80. Explain how goals and their timing influence the content and structure of
knowledge within the minds of consumers.
ANSWER:
Responses will vary.
81. In the context of retrieval failures, briefly explain primacy and recency
effects.
ANSWER:
Responses will vary.
82. Briefly explain the key characteristics of the stimulus that affect retrieval
of information from memory.
ANSWER:
Responses will vary.
83. Briefly explain internal and external retrieval cues with the help of
examples.
ANSWER:
Responses will vary.
84. In the context of retrieval of information from memory, briefly explain dual
coding.
ANSWER:
Responses will vary.
85. Discuss how a consumers’ mood and expertise can affect retrieval of
information from memory.
ANSWER:
Responses will vary.