Consumers can form simple beliefs based on their explanations, known as ____, for an endorsement.
a. peripheral cues
b. schematic cues
c. heuristics
d. attributions
e. support arguments
Question 2Concerning manufacturing customers, the business market is:
a. concentrated by size.
b. geographically concentrated.
c. experiencing declining growth in many large metropolitan areas.
d. all of the above.
e. (a) and (b) only.
Question 3When it comes to external secondary data, which of the following statements if FALSE?
a. Most people underestimate what is available.
b. There is likely to be relevant external secondary data on almost any problem.
c. The fundamental problem with relevant external secondary data is availability
d. The fundamental problem with relevant external secondary data is identifying and accessing what is there.
e. Researchers who know how much valuable secondary data exists may not know how to find it.
Question 4Wilbur never thought much about toothpaste, but he regularly bought Bright White and Sharp Tooth brands. Most likely, Wilbur's attitude toward these brands was based on
a. support arguments rather than counterarguments.
b. persuasive arguments.
c. source derogations.
d. counterarguments rather than support arguments.
e. a few simple beliefs.
Question 5The business market consists of the following three components:
a. commercial enterprises, resellers, and government.
b. manufacturers, institutions, and defense.
c. manufacturers, service organizations, and government.
d. commercial enterprises, service organizations, and government.
e. commercial enterprises, institutions, and government.
Question 6The National Panel Diary (NPD Group) is
a. Concerned with size and nature of the television commercial audience.
b. An advertisement readership service.
c. A well-known diary panel concerned with the consumption of various goods and services.
d. An annual service provided to consumers reporting on the average family's consumption behavior.
e. A group that primarily tracks food-related trends in the U.S.
Question 7After watching an advertisement for an athlete's foot treatment with a famous professional football player who suffered from this same difficulty, Bill formed a simple belief that this treatment was effective. This is an example of simple beliefs based on
a. affective deliberation.
b. the truth effect.
c. explanations from an endorsement
d. associative messages.
e. elaboration.
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