Question31. A ________ is a strong internal stimulus impelling action.

31. A ________ is a strong internal stimulus impelling action.

a. cue

b. drive

c. reinforcement

d. discrimination

e. belief

32. ________ teaches marketers that they can build demand for a product by associating it with strong drives, using motivating cues, and providing positive reinforcement

a. Demand theory

b. Learning theory

c. Economic theory

d. Psychological theory

e. Demographic theory

33. As Rita scans the yellow pages section of her phone book looking for a florist, she sees several others products and services advertised. Though interesting on first glance, she quickly returns to her primary task of finding a florist. The items that distracted her from her search were most likely stored in which of the following types of memory?

a. Short-term memory

b. Long-term memory

c. Middle memory

d. Subconscious memory

e. Subliminal memory

34. Brand associations consist of all the brand-related thoughts, feelings, perceptions, images, experiences, beliefs, attitudes, and so on that become linked to the brand ________.

a. stimulus

b. link

c. connection

d. personality

e. node

35. In general, the more attention placed on the meaning of information during ________, the stronger the resulting associations in memory will be.

a. encoding

b. decoding

c. classification

d. retrieval

e. memorization

36. Repeated exposures to information provide greater opportunity for processing and thus the potential for ________.

a. more profits

b. more sales

c. stronger associations

d. increased brand personality

e. more one-to-one relationships

37. Cognitive psychologists believe that memory is ________, so that once information becomes stored in memory, its strength of association decays very slowly.

a. very limited

b. somewhat limited

c. fluid

d. often reflective

e. extremely durable

38. The five-stage model of the consumer buying process includes all of the following stages EXCEPT ________.

a. problem recognition

b. information search

c. social interaction

d. purchase decision

e. influencer

39. The buying process starts when the buyer recognizes a _________.

a. product

b. an advertisement for the product

c. a salesperson from a previous visit

d. problem or need

e. an internal cue

40. Which of the following is considered to be a more advanced form of information search wherein the person might phone friends or go online to secure information about a product or service?

a. Heightened attention

b. Short-term memory processing

c. Subliminal processing of information

d. Long-term memory processing

e. Active information search

41. Of key interest to marketers are the major informational sources to which the consumer will turn and the relative importance of each. Which of the following would be considered to be an experiential information source?

a. Consumer-rating organizations.

b. The mass media.

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