Question 1

M&M candy ran a television commercial in which the usual M&M characters were gray and lime green instead of their usual red and yellow. Because we don't expect to M&Ms in gray and lime-green colors, people tend to pay attention to these ads. The manufacturer of M&M candy is hoping to overcome consumers' _____ with this ad campaign.

Accepted Answer

The manufacturer is aiming to overcome consumers' selective attention, which refers to the process by which individuals focus on certain stimuli in the environment while ignoring others. By using unusual colors for the M&M characters, the ad seeks to capture attention that might otherwise be diverted due to the tendency to ignore familiar stimuli.

Question 2

Which of the following is an example of one of the processes of selectivity that continuously limit our perceptions?

Accepted Answer

Selective retention is a process where individuals remember information that is most relevant or important to them while forgetting or paying less attention to other information. This process limits our perceptions by filtering the information we retain.

Question 3

Someone who alters the information he reads so that it will be consistent with his beliefs and attitudes is using:

Accepted Answer

Selective distortion is the process where a person changes or distorts information they receive to make it fit with their existing beliefs and attitudes. This is a common way individuals deal with cognitive dissonance.

Question 4

Amanda Stuart, a New Bedford College instructor, reads the campus newspaper every week. Even though she read the paper last week, she did not recall the article about how the computer technicians were shutting down the network for 24 hours starting Wednesday at midnight. This is most likely an example of:

Accepted Answer

Selective retention explains why Amanda did not remember the article; it refers to the tendency to remember information that is personally relevant or interesting and forget information that is not.

Question 5

Parker, his mother, and his sister made a visit to the American Girl store in Chicago. It was heavenly for the sister who loves dolls. All Parker can tell you about the visit is how much he enjoyed playing on the video games that the store rents to boys so they won't be bored. Parker's reaction is most likely an example of:

Accepted Answer

Selective retention explains Parker's behavior, as it refers to the process of remembering information that is more personally meaningful. In this case, Parker remembers the video games because they were the most enjoyable and relevant part of the visit for him.

Question 6

Even though Paolo Sinese had watched all of the Super Bowl and its commercials, he could not remember seeing an ad for beer even though there were fourteen beer commercials run during the game. This is an example of:

Accepted Answer

Selective retention is the process where people more likely remember information that is personally meaningful to them, while forgetting information that is not. In this case, Paolo Sinese does not remember seeing any beer commercials despite their presence, indicating that these commercials were not meaningful or relevant to him, leading to their omission from his memory.

Question 7

To reduce selective distortion, advertisers:

Accepted Answer

Running ads several times helps reinforce the message and reduce selective distortion by increasing the likelihood that the audience will correctly interpret the intended message.

Question 8

Raymond Owens believes every young man should serve in the military. When he read a piece on conscientious objectors during the Vietnam War, he determined in his own mind that the author of the article supported his belief even though the verbiage in the article tried to present a fair picture of conscientious objectors. This is an example of:

Accepted Answer

Raymond Owens' interpretation of the article as supporting his belief, despite its attempt to present a balanced view, is an example of selective distortion. This psychological process involves interpreting information in a way that conforms to one's preexisting beliefs and attitudes, often distorting the actual content to fit those beliefs.

Question 9

A change in a consumer's behavior resulting from previous experiences is called:

Accepted Answer

Learning is the process through which a change in behavior occurs as a result of previous experiences.

Question 10

Stimulus-response theory:

Accepted Answer

Stimulus-response theory is directly applicable to marketing strategy because it suggests that consumer behavior can be influenced by carefully designed stimuli (e.g., advertising, product placement). Marketers use this theory to create stimuli that elicit desired responses from consumers, such as purchasing a product.

Question 11

_____ theory holds that learning occurs as a person responds to a stimulus and is rewarded with need satisfaction for a correct response or penalized for an incorrect one.

Accepted Answer

The stimulus-response theory suggests that learning occurs through the association of a stimulus with a response, where correct responses are rewarded, and incorrect ones are penalized.

Question 12

Daniel loves barbecue, but he will not eat at a barbecue restaurant that has other things on the menu besides barbecue. From experience he has determined these restaurants with long menus do not sell decent barbecue because it is not their sole reason for being in business. Daniel's beliefs can be explained by:

Accepted Answer

The answer of Daniel loves barbecue, but he will not...

Question 13

_____ is broadly defined as an individual's pattern of traits that influence behavioral responses.

Accepted Answer

Personality is the correct term that refers to an individual's unique set of traits and characteristics that influence their behaviors, thoughts, and emotions. It encompasses a wide range of personal attributes, from habitual patterns of behavior to attitudes and the ways an individual interacts with the world around them.

Question 14

Which of the following statements about personality is true?

Accepted Answer

Psychologists have indeed struggled to agree on a single, unified method to classify personalities, reflecting the complexity and diversity of human personality. This has led to the development of various theories and models, such as the Big Five personality traits, but no single method is universally accepted.

Question 15

A person's self-concept is influenced by:

Accepted Answer

A person's self-concept is influenced by a variety of factors, including learned physiological needs (such as hunger and thirst), economic factors (such as income level and financial stability), demographic factors (such as age, gender, and ethnicity), and learned psychological needs (such as the need for esteem and belonging). These elements collectively shape how individuals perceive themselves and their place in the world.

Question 16

Which of the following statements about self-concept is true?

Accepted Answer

A person's self-concept is influenced by both innate factors (such as physiological needs) and learned factors (such as psychological needs and experiences). This makes option B correct, as it acknowledges the role of learned physiological and psychological needs in shaping self-concept.

Question 17

Olivia is a 22-year-old college graduate. Olivia is unhappy because she believes she looks immature, and therefore, cannot find an employer. Olivia is concerned about:

Accepted Answer

Olivia is concerned about her actual self-image because she believes her appearance makes her look immature, affecting her job prospects.

Question 18

An attitude is:

Accepted Answer

Attitudes are learned predispositions to respond in a consistently favorable or unfavorable manner with respect to a given object. They are not inherited, do not necessarily lead directly to goal achievement, are not easily changed, and vary in intensity among different individuals and groups.

Question 19

Every time the 60-year-old dentist sees a young man dressed in a shirt that's too large for him; pants worn way below his waist; and big, untied athletic shoes, he wants to tell him how much better he'd look if he would dress neatly. His _____ reflects a learned predisposition to respond negatively to sloppiness.

Accepted Answer

The dentist's reaction is an example of an attitude, which is a learned predisposition to respond in a consistently favorable or unfavorable manner with respect to a given object, in this case, the way someone is dressed.

Question 20

In consumer buying behavior, attitudes:

Accepted Answer

Attitudes play a significant role in the evaluation of alternatives during the buying-decision process, as they influence how consumers perceive and judge different products and brands.

Quiz 4: Consumer Markets and Buying Behavior