The
University of Tennessee at Martin
Department
of IB, F, E and Marketing
Marketing
320: Consumer Behavior
Instructor: Timothy C. Johnston, Ph. D.
Chapter
9 Practice Questions
1. A series of activities by which stimuli are
perceived, transformed into information and stored is known as
A. classical
conditioning.
B. operant
conditioning.
C. information
processing.
D. the
adoption process.
E. none
of the above.
2. Zipping a television commercial is
A. fast-forwarding
through it on a prerecorded program.
B. turning
off the sound during a commercial.
C. presenting
commercials at an accelerated speed.
D. presenting
two or more 15 second commercials for the same product back-to-back.
E. none
of the above.
3. Switching channels when a commercial comes
on is termed
A. zipping.
B. accelerating.
C. zapping.
D. compressing.
E. none
of the above.
4. In one large study of magazine ads, a half
page ad produced about ____ number of responses of a full-page ad.
A. one
third the
B. one
half the
C. two
thirds the
D. the
same
E. none
of the above.
5. When consumers are confronted with so much
information that they cannot or will not process it, _______ has occurred.
A. information
overload
B. message
compression
C. detraction
processing
D. semantic
saturation
E. none
of the above.
6. Adaptation level theory holds that
A. consumers
distort information to suit their needs.
B. within
bounds consumers can process multiple sources of information.
C.
marketers must adjust the
complexity of their messages to the information processing capabilities of
their target markets.
D. over
time consumers adjust to and quit noticing repeated stimuli.
E. none
of the above.
7. Subliminal messages appear to be
A. very
effective at influencing brand choice.
B. capable
of little or no effect on individuals.
C. widely
used in advertisements.
D. capable
of causing people to act "against their will."
E. none
of the above.
8. The science of how meaning is created,
maintained, and altered is known as
A. semantics.
B. ethnographics.
C. anthropology.
D. semiotics.
E. none
of the above.
9. Weber's Law indicates that
A. marketers
of grocery items must use unit prices.
B.
the higher the level of an attribute,
the more that attribute must be changed to achieve a just noticeable
difference.
C.
marketers are prohibited from
altering the ingredients of food products without public notice.
D. package
changes should be done slowly.
E. none
of the above.
10. Misinterpretation of television
communications
A. affects
primarily the lower educational groups.
B. affects
primarily recent immigrants.
C. affects
about 30 percent of total information.
D. can
be controlled with short messages and repetition.
E. none
of the above.