Question 1

According to the standard learning model, through which of the following response sequences does a consumer pass?
A)learn $\rarr$ feel  $\rarr$ do
B)learn  $\rarr$ do  $\rarr$ feel
C)feel  $\rarr$ learn  $\rarr$ do
D)do  $\rarr$ feel  $\rarr$learn
E)do  $\rarr$ learn  $\rarr$ feel

Accepted Answer

The standard learning model suggests that consumers first learn about a product, then develop feelings or attitudes towards it, and finally take action or make a purchase decision.

Question 2

Velocity Inc., a manufacturer of sports shoes, conducted a marketing research study and found that a vast majority of consumers recall the company's "Accelerate further" slogan.In this scenario, it can be concluded that
A)consumers are aware of Velocity's advertising.
B)consumers have favorable attitudes toward Velocity.
C)Velocity is using a concentrated marketing program.
D)consumers have evaluated Velocity's products.
E)Velocity has adopted a niche marketing strategy.

Accepted Answer

The fact that a vast majority of consumers recall the company's slogan indicates that the advertisement campaign has been successful in creating awareness about the brand among consumers. Therefore, choice A is the best option. The other options cannot be conclusively inferred based on the given information.

Question 3

Only the _____ model has a retention stage, which is important for consumers who are considering purchase decisions and who are not ready to make a purchase immediately.
A)hierarchy of effects
B)AIDA
C)innovation adoption
D)cognitive response
E)information processing

Accepted Answer

The answer of Only the _____ model has a retention...

Question 4

According to the _____ model proposed by Michael Ray, learning from the mass media occurs after a purchase is made.
A)low-involvement
B)standard learning
C)dissonance/attribution
D)cognitive response
E)elaboration likelihood

Accepted Answer

The dissonance/attribution model, as proposed by Michael Ray, suggests that learning from mass media can occur after a purchase has been made, as consumers seek information to confirm their decision was correct or to resolve any dissonance they might feel.

Question 5

Attention, awareness, and knowledge are all examples of the _____ stage of the response process and appear in all of the models describing the consumer response process.
A)cognitive
B)affective
C)behavioral
D)conative
E)comprehension

Accepted Answer

Attention, awareness, and knowledge are all cognitive processes, which fall under the cognitive stage of the response process. The other stages include affective, behavioral, and conative, but these do not encompass attention, awareness, and knowledge.

Question 6

DigiData Inc.launched a new smartphone in the market with new features.Moreover, the company plans to launch tablets and other groundbreaking digital devices as well.In this scenario, the _____ model would be most relevant for communicating information about the new product to consumers.
A)hierarchy of effects
B)AIDA
C)innovation adoption
D)cognitive response
E)information processing

Accepted Answer

The innovation adoption model would be most relevant for communicating information about the new product to consumers since it focuses on how new products are adopted by different types of consumers. This model describes the five stages that consumers go through when adopting a new product, including awareness, interest, evaluation, trial, and adoption. This would be particularly relevant for a new product launch as it can provide insights into how to target different consumer groups based on their level of awareness and interest in the product.

Question 7

The _____ model, as proposed by Michael Ray, explains the decision-making process when a consumer buys a high-involvement product for which there is a high amount of differentiation among competing brands.
A)standard learning
B)dissonance/attribution
C)low-involvement
D)cognitive response
E)five-Ws

Accepted Answer

The standard learning model, proposed by Michael Ray, is specifically designed to explain how consumers make decisions when purchasing a high-involvement product that has multiple brands with significant differentiation. The model suggests that consumers go through a series of stages, including problem recognition, information search, evaluation of alternatives, and purchase decisions.

Question 8

Management schools that offer MBA courses are typically rated annually by business publications.When an MBA program rates high on a list, the information is publicized.The purpose of the communication is to help prospective students choose between two equally viable but complex MBA courses.In this scenario, the _____ model is applicable.
A)standard learning
B)dissonance/attribution
C)low-involvement
D)cognitive response
E)five-Ws

Accepted Answer

The dissonance/attribution model is applicable in this scenario as it deals with situations where consumers experience post-purchase dissonance or cognitive dissonance when choosing between two equally desirable alternatives. In this case, prospective MBA students may experience confusion or doubts in deciding between two viable MBA programs, and the communication is aimed at reducing the dissonance by providing information and ratings of MBA programs.

Question 9

According to the dissonance/attribution model, during the decision-making process, through which of the following response sequences does a consumer pass?
A)learn  $\rarr$feel  $\rarr$ do
B)learn  $\rarr$ do  $\rarr$ feel
C)feel  $\rarr$ learn  $\rarr$ do
D)do  $\rarr$ feel  $\rarr$ learn
E)do  $\rarr$ learn  $\rarr$ feel

Accepted Answer

The answer of According to the dissonance/attribution model, during the...

Question 10

The _____ model proposed by Michael Ray involves selective learning, whereby a consumer seeks information that supports a purchase choice made and avoids information that would raise doubts about the decision.
A)standard learning
B)dissonance/attribution
C)low-involvement
D)cognitive response
E)five-Ws

Accepted Answer

The description given in the question fits the dissonance/attribution model, which deals with post-purchase cognitive dissonance and the way consumers avoid information that challenges their purchase choice. The other options mentioned (standard learning, low-involvement, cognitive response, and five-Ws) do not specifically address this type of behavior.

Question 11

For which of the following products would an advertiser be more likely to use the low-involvement hierarchy to explain the consumer decision-making process?
A)bar of soap
B)digital camera
C)refrigerator
D)yard landscaping
E)wedding dress

Accepted Answer

Low-involvement hierarchy is used for products that are inexpensive and have low risk associated with them, and the consumer does not spend much time in making the decision. Soap is a low-involvement product that is frequently purchased, and consumers usually opt for the same brand, scent, or formula without giving it much thought.

Question 12

In the _____ hierarchy, a consumer engages in passive learning and random information catching rather than active information seeking.
A)standard learning
B)low-involvement
C)dissonance/attribution
D)habit formation
E)information processing

Accepted Answer

Low-involvement hierarchy refers to when consumers engage in passive learning and random information catching rather than active information seeking. In this hierarchy, consumers do not have strong brand preferences and are more likely to be swayed by situational factors such as price and availability.

Question 13

When Brian explains to his supervisor that advertising communication may not lead to immediate behavioral response or purchase, and uses a purchase funnel analogy to explain that a series of effects must occur, with each step fulfilled before the consumer can move to the next stage, he is explaining the _________________ model of how advertising works.
A)AIDA
B)diffusion of innovations
C)hierarchy of effects
D)innovation adoption
E)information processing

Accepted Answer

Brian is explaining the hierarchy of effects model, which emphasizes that advertising communication leads to a series of effects in a specific order before the consumer can make a purchase. The purchase funnel analogy used by Brian aligns with the steps in the hierarchy of effects model.

Question 14

Which of the following hierarchical response models assumes the receiver in a persuasive communication situation to be an information processor or problem solver?
A)the AIDA model
B)the hierarchy of effects models
C)the innovation adoption model
D)the information processing model
E)the five Ws model

Accepted Answer

The information processing model assumes that the receiver in a persuasive communication situation is an information processor or problem solver who actively thinks about the information presented to them. The AIDA model, hierarchy of effects models, innovation adoption model, and five Ws model do not necessarily assume this.

Question 15

A study conducted by Scott Hawkins and Stephen Hoch found that under _____ conditions, repetition of simple product claims increased consumers' memory of and belief in those claims, and other items bought without much consideration use a heavy repetition strategy.
A)individual response
B)standard learning
C)dissonance/attribution
D)low-involvement
E)customary learning

Accepted Answer

The study conducted by Scott Hawkins and Stephen Hoch found that under low-involvement conditions, repetition of simple product claims increased consumers' memory of and belief in those claims, and other items bought without much consideration use a heavy repetition strategy.

Question 16

According to the _____, a consumer is an active participant in a communication process who gathers information through active studying.
A)standard learning hierarchy
B)low-involvement hierarchy
C)dissonance/attribution model
D)peripheral processing model
E)maximum likelihood model

Accepted Answer

The standard learning hierarchy model emphasizes that consumers are active participants in the communication process, gathering and processing information through active studying before making a purchase decision. This is in contrast to the low-involvement hierarchy model, where consumers have little motivation or interest in seeking out information and may rely more on peripheral cues. The dissonance/attribution model focuses on how consumers handle post-purchase dissonance, while the peripheral processing model emphasizes the impact of surface-level information and cues on consumer decision-making. The maximum likelihood model is a statistical approach to decision-making that is not directly related to consumer behavior.

Question 17

The _____ stage of the response process refers to a receiver's feelings for a particular brand and includes stronger levels of desire, preference, or conviction.
A)cognitive
B)affective
C)behavioral
D)conative
E)learning

Accepted Answer

The affective stage of the response process deals with emotions and includes feelings such as desire, preference, or conviction towards a brand. This stage occurs after the cognitive stage where a receiver becomes aware of the brand and its attributes. The behavioral stage comes after the conative stage where the receiver actually takes action based on their feelings towards the brand. The learning stage refers to the acquisition of knowledge and information about the brand.

Question 18

Gianna is using "insight selling," which is based on the ______________ model, which takes a customer through the different stages in the sales process, ending with action.
A)hierarchy of effects
B)AIDA
C)innovation adoption
D)cognitive response
E)information processing

Accepted Answer

Insight selling is based on the AIDA (Attention, Interest, Desire, Action) model, which outlines the different stages a customer goes through in the sales process. The goal is to capture the customer's attention, create interest and desire for the product, and then prompt action.

Question 19

Trial, purchase, adoption, and rejection are all examples of the _____ stage of the response process.
A)cognitive
B)affective
C)behavioral
D)motivational
E)learning

Accepted Answer

Trial, purchase, adoption, and rejection all involve observable actions, making them part of the behavioral stage of the response process. The cognitive stage involves awareness and knowledge, the affective stage involves feelings and emotions, the motivational stage involves drives and needs, and the learning stage involves acquiring information and skills.

Question 20

Which of the following is true of the low-involvement hierarchy?
A)It usually occurs during the purchase of expensive products.
B)It occurs when differences among brands are minimal.
C)It is also known as the dissonance/attribute model.
D)It does not advocate the use of broadcast media.
E)It follows a feel  $\rarr$ learn  $\rarr$ do sequence.

Accepted Answer

The low-involvement hierarchy occurs when the differences among brands are minimal, making it easy for consumers to switch between brands with little thought or consideration. This hierarchy is typical for low-cost and frequently purchased products, where consumers often rely on habit or convenience rather than a strong preference for a particular brand. The other options listed are not true of the low-involvement hierarchy.

Quiz 5: The Communication Process

According to the standard learning model, through which of the following response sequences does a consumer pass?

Velocity Inc., a manufacturer of sports shoes, conducted a marketing research study and found that a vast majority of consumers recall the company's "Accelerate further" slogan.In this scenario, it can be concluded that

Only the _____ model has a retention stage, which is important for consumers who are considering purchase decisions and who are not ready to make a purchase immediately.

According to the _____ model proposed by Michael Ray, learning from the mass media occurs after a purchase is made.

Attention, awareness, and knowledge are all examples of the _____ stage of the response process and appear in all of the models describing the consumer response process.

DigiData Inc.launched a new smartphone in the market with new features.Moreover, the company plans to launch tablets and other groundbreaking digital devices as well.In this scenario, the _____ model would be most relevant for communicating information about the new product to consumers.

The _____ model, as proposed by Michael Ray, explains the decision-making process when a consumer buys a high-involvement product for which there is a high amount of differentiation among competing brands.

According to the dissonance/attribution model, during the decision-making process, through which of the following response sequences does a consumer pass?

The _____ model proposed by Michael Ray involves selective learning, whereby a consumer seeks information that supports a purchase choice made and avoids information that would raise doubts about the decision.

For which of the following products would an advertiser be more likely to use the low-involvement hierarchy to explain the consumer decision-making process?

In the _____ hierarchy, a consumer engages in passive learning and random information catching rather than active information seeking.

Which of the following hierarchical response models assumes the receiver in a persuasive communication situation to be an information processor or problem solver?

A study conducted by Scott Hawkins and Stephen Hoch found that under _____ conditions, repetition of simple product claims increased consumers' memory of and belief in those claims, and other items bought without much consideration use a heavy repetition strategy.

According to the _____, a consumer is an active participant in a communication process who gathers information through active studying.

The _____ stage of the response process refers to a receiver's feelings for a particular brand and includes stronger levels of desire, preference, or conviction.

Gianna is using "insight selling," which is based on the ______________ model, which takes a customer through the different stages in the sales process, ending with action.

Trial, purchase, adoption, and rejection are all examples of the _____ stage of the response process.

Which of the following is true of the low-involvement hierarchy?