Olivia is a young mother whose little girl is six months old. She has recently purchased a stage 2 car-seat and installed it in her car. For several weeks after purchasing the seat, Olivia has continued to look at other brands of car-seats, gathering information from manufacturers and retailers as well as consumer reviews so that she will feel better about the brand decision she made. Olivia is most likely experiencing ______________.
a. customer satisfaction
b. cognitive responses
c. brand attitude development
d. cognitive dissonance
Question 2Tables representing hypothetical results in research proposals are called:
a. preliminary tables.
b. primary tables.
c. dummy tables.
d. what if tables.
Question 3What is brand loyalty?
a. Typified by low involvement and high prior experience, leading to the repeated purchase of a single brand as a solution to a simple consumption problem.
b. Typified by high involvement and high prior experience, leading to the repeated purchase of a single brand as a solution to a simple consumption problem.
c. Typified by high involvement and low prior experience, leading to the repeated purchase of a single brand to fulfill certain needs.
d. Typified by high involvement and high prior experience, leading to the repeated purchase of a single brand to fulfill certain needs.
Question 4________ generally refers to basic research usually performed by academic researchers and supported by some public or private institution.
a. Advocacy research
b. Funded marketing research
c. Multi-level marketing research
d. Probing marketing research
Question 5In order to understand how a persuasive communication may affect an individual's attitudes, we must consider his or her motivation and ability to expand upon the message during processing. This is known as the _______________.
a. Meaning Transfer Model
b. Consumer Decision-Making Model
c. Elaboration Likelihood Model
d. Multi-Attribute Attitude Models
Question 6Don is developing a written statement of the research design for a new client so he can get the client's approval. This document will also serve as a contract so that no misunderstanding of what is expected will occur. This written statement is called a research:
a. proposal.
b. decision statement.
c. question.
d. managerial action standard.
Question 7Jason sees an advertisement for Fox News that states that it is truly fair and balanced, and he thinks that two immediate thoughts: first, Fox News is an oxymoron and second, fair and balanced my Aunt Fanny These thoughts are known as _________.
a. cognitive responses
b. selective attention
c. advertising clutter
d. cognitive consistency
Quick Reply
