29 Jun Sam Bolton hums the Purina Cat Chow jingle as
Question
Question 1 of 20 URGENT Due in TWO HOURS time 5.0 Points
Sam Bolton hums the Purina Cat Chow jingle as he drives down the expressway. A thought suddenly occurs to Sam. “Why am I humming this jingle? I don’t use this stuff. I don’t even have a cat!” Many people have experiences just like Sam. This casual, unintentional acquisition of knowledge is known as:
A. memory cycling.
B. reinforcement modeling.
C. incidental learning.
D. learning through experimentation.
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Question 2 of 20 5.0 Points
A marketer knows that the visual and olfactory senses can be stimulated to induce hunger, thirst, sexual arousal, and other basic drives. When these cues are consistently paired with conditioned stimuli such as brand names, consumers may learn to feel hungry, thirsty, or aroused when exposed to the brand cues. This is an example of which of the following learning formats?
A. Classical conditioning
B. Instrumental conditioning
C. Stimulation conditioning
D. Extinction conditioning
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Question 3 of 20 5.0 Points
Toyota markets Lexus cars as luxury automobiles. Lexus often incorporates the same features as the Camry (a popular Toyota sedan). However, Lexus attracts customers who normally would not be interested in a Toyota vehicle. What strategy is Toyota using?
A. Dual branding
B. Covert branding
C. Deceptive branding
D. Masked branding
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Question 4 of 20 5.0 Points
A company that attempts to advocate the distinctive characteristics of its brand is encouraging:
A. stimulus generalization.
B. stimulus discrimination.
C. stimulus conditioning.
D. differential generalization.
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Question 5 of 20 5.0 Points
A computer company runs an ad that shows a young male sitting in front of his computer on what appears to be a lonely Saturday night. The copy in the ad implies that if the young man had only purchased the latest software for his computer, he would have been able to have friends over to play the latest video games. However, without the software he is the “lonely guy.” This is an example of what type of conditioning?
A. Negative reinforcement
B. Positive reinforcement
C. Punishment
D. Coercion
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Question 6 of 20 5.0 Points
A secret shopper dines at a local franchise location. Store personnel are rewarded for “excellent service attitudes.” Which reinforcement schedule is used in this situation?
A. Fixed-ratio reinforcement
B. Fixed-interval reinforcement
C. Variable-ratio reinforcement
D. Variable-interval reinforcement
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Question 7 of 20 5.0 Points
An adolescent girl observes that women on television and in real life seem to be rewarded with compliments and attention when they smell nice and wear alluring clothing. If the girl adjusts her behavior to achieve the same results by the same means, she is displaying what type of learning theory?
A. Instrumental learning
B. Observational learning
C. Operant learning
D. Classical learning
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Question 8 of 20 5.0 Points
William has decided to buy a new television set. Prior to the purchase of the new product, William thinks about the last time he bought a TV. He remembers the process he went through, the store he purchased it from, and how satisfied he has been with his old TV. What type of memory is William using?
A. Short-term memory
B. Sensory memory
C. Long-term memory
D. Working memory
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Question 9 of 20 5.0 Points
May-Lee considers purchasing some new perfume. Her thoughts shift from thinking about claims made by the different brands, to remembering ads she has seen, to considering her emotional responses to the various brands. Which of the following processes most accurately describes what May-Lee is going through?
A. Spreading activation
B. Advertising decay
C. Polar parallels
D. Scalar processing
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Question 10 of 20 5.0 Points
Susan Saurage picks and runs her focus groups carefully. She wants to make sure that each focus group member provides meaningful information for her research purposes. As she is examining potential focus group candidates, she notices that three men and two women seem to provide “yes” answers regardless of what she asks them. They seem to want to be on the focus group very badly and appear eager to be “good subjects.” If Susan follows prudent testing methodology, she should reject these test subjects in order to avoid the possibility of which of the following biases?
A. Gender bias
B. Order bias
C. Response bias
D. Affinity bonding bias
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Question 11 of 20 5.0 Points
Jake feels a hunger growing in his stomach. The more he feels the hunger, the more he wishes lunchtime would hurry up and arrive. He is already planning what he will eat and how good it will taste. What is Jake going through?
A. The goal process
B. The directionality process
C. The involvement process
D. The motivation process
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Question 12 of 20 5.0 Points
Seth Hernandez is sitting in his last class before lunch. His stomach begins to rumble and grumble. Instead of thinking about the day’s lecture, Seth begins to think about lunch and his choices of places to eat. He even begins to narrow down the selection of foods that he might want for lunch. Seth is focusing on unfulfilled biological needs that are causing him tension. He is experiencing what researchers call:
A. homeostasis.
B. drive theory.
C. emotional theory.
D. cognitive theory.
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Question 13 of 20 5.0 Points
An automobile company emphasizes such qualities as high fuel efficiency, high safety rankings, and high re-sale value in its advertising. The company is trying to appeal to what type of needs?
A. Psychogenic
B. Utilitarian
C. Biogenic
D. Hedonic
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Question 14 of 20 5.0 Points
Samantha Jones just bought a new sports car that exceeded her needs for transportation and travel. Now she is experiencing doubt about the good sense of her purchase. She may have let her emotions prevail over her good economic sense. She consultants several friends seeking support and affirmation that she has made the right decision. Every one of her friends told her what she wanted to hear, “Go for it!” Which one of the following explains what Samantha has experienced?
A. Expectancy theory
B. Choice theory
C. Value theory
D. Cognitive dissonance theory
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Question 15 of 20 5.0 Points
Some women would love to have full-length mink coats. However, animal rights and animal rights activists may cause them to think twice about their purchase decision. This would be an illustration of which of the following conflict situations?
A. Approach-approach conflict
B. Approach-avoidance conflict
C. Approach-desire conflict
D. Avoidance-avoidance conflict
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Question 16 of 20 5.0 Points
According to information presented in the textbook, the basic lesson of Maslow’s hierarchy of needs is that:
A. one must first satisfy basic needs before moving to higher order needs.
B. the need for power is one of the most fundamental needs.
C. advertisers who appeal to the need for achievement before other needs will be successful in presenting their product.
D. needs are similar among average people.
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Question 17 of 20 5.0 Points
Some products command strong allegiance and devotion from consumers. Which term describes products that command fierce loyalty and devotion?
A. Habit products
B. Core value products
C. Cult products
D. Laddering products
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Question 18 of 20 5.0 Points
Sam Philpot has just arrived in Hong Kong. He is anxious about his six-month assignment in an international city. Sam’s company wants to help Sam learn about the Chinese culture. In order do this, Sam has had Chinese language lessons, will be living with a local Chinese couple, and is receiving special instruction from a Chinese tutor. The cultural learning that Sam is going through is called:
A. acculturation.
B. association.
C. dynamism.
D. enculturation.
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Question 19 of 20 5.0 Points
__________ believe that once basic material needs are sated, additional income does not add to happiness.
A. Advertising agencies
B. Materialistic people
C. Voluntary simplifiers
D. Synidcated surveyors
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Question 20 of 20 5.0 Points
According to a New World Teen study, which segment responds to sensory stimulation, is driven by their desire to have fun, and is stereotyped as having “devil-may-care” attitudes?
A. Upholders
B. Boot-strappers
C. World Savers
D. Thrills and Chills
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