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Frage 1
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Attitude change strategies can initially focus on the:
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cognitive component.
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affective component.
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behavioural component.
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cognitive component, affective component or behavioural component.
Frage 2
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Background music, scent, short aisles and neutral-colour carpets all make up a store's:
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atmospherics
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price level.
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central environment.
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defining cues.
Frage 3
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Because consumers generally learn more information than they can readily retrieve:
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marketers should match the retrieval and learning environments
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marketers should use more bright colours in their packaging.
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they can hardly make use of advertising information.
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All of the given answers are correct.
Frage 4
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Benefit segmentation is different to lifestyle segmentation because it involves grouping consumers in segments on the basis of:
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similar affective ratings.
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similar perceptions/beliefs of performance on specific attributes.
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similar behavioural components.
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none of the given answers.
Frage 5
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Brand leverage is:
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placing an existing brand name on a new product.
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family branding.
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umbrella branding.
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all of the given answers.
Frage 6
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Brand loyalty differs from repeat purchase behaviour in that brand loyalty:
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involves at least 90 per cent of product category purchases with a single brand.
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must exist over a minimum of six repurchase cycles.
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must not include any purchase of another brand when the primary brand is available.
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implies a psychological commitment to the brand.
Frage 7
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Brands in the schematic memory for a consumer problem are referred to as:
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associated brands.
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semantic brands.
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recalled set.
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evoked set.
Frage 8
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Celebrity sources may enhance attitude change due to the fact that:
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they may be viewed as more credible than non-celebrities.
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consumers may associate known characteristics of the celebrity with attributes of the product that coincide with their own needs or desires.
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celebrities may attract more attention to the advertisement than non-celebrities would.
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All of the given answers are correct.
Frage 9
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Changes in disposable income can be directly linked to:
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changes in market demand for non-durable products and essential services.
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changes in market demand for non-durable products only.
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changes in population shifts.
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changes in market demand for durable products and non-essential services.
Frage 10
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Cognitive dissonance is:
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a term first used by Leon Festinger.
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usually more likely to occur with high-involvement purchases.
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the experience of inconsistency between attitude components.
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all of the given answers.
Frage 11
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Cognitive preservation motives include the need for:
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consistency.
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attribution of causation.
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categorisation.
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all of the given answers.
Frage 12
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Comparative advertising:
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tends to be considered as more interesting by consumers than non-comparative advertising.
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promotes competition among companies.
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sometimes leads to negative impressions.
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All of the given answers are correct.
Frage 13
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Compared to the youth of earlier generations, the youth market today:
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does not get bored so quickly.
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is less intelligent.
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has higher willingness to spend.
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is more patient.
Frage 14
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Conditioning refers to learning:
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based upon association of stimulus and response
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under low-involvement conditions.
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under high-involvement conditions.
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using elaborative activities.
Frage 15
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Consumer characteristics that are associated with a high level of external search include all of the following except:
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extensive experience with the product category.
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early stages of the household life cycle.
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a high level of perceived risk in the purchase.
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All of the given answers are associated with a high level of external search.
Frage 16
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Consumer dissatisfaction may result from a failure of:
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expressive performance.
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classical performance.
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instrumental performance.
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expressive performance and instrumental performance.
Frage 17
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Consumers infer retail outlets' personality traits from:
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music
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sales staff.
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products offered for sale.
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all of the given answers.
Frage 18
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Consumers select alternatives based on:
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the type of problem recognition that occurs.
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the relative performance on the appropriate evaluative criteria
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the amount of information search required.
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none of the given answers.
Frage 19
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Consumers who do not complain directly to the firm but tell others of their dissatisfaction:
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should be ignored by the firm as it is expensive to deal with them and the benefits are not clear.
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do so because they prefer to help others rather than get compensation for themselves.
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in reality seek compensation for themselves.
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can cause a lot of harm to the reputation of a firm.
Frage 20
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Corrective advertising:
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may support 'unlearning' of product information.
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is undertaken to 'correct' false consumer impressions of a brand.
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may speed up extinction.
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All of the given answers are correct.
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