61. Recall of ____ involves the recall of information from autobiographical memory.
a. attributes
b. ordinal information
c. experiences
d. chunks
e. consideration sets
Answer: C
62. ____ is a processing bias that alters the nature of recall.
a. A goal-oriented cognition
b. Relative deprivation
c. Echoic memory
d. A search bias
e. Reactance
Answer: D
63. Diana hated Leak Through tents. She could easily remember negative information about the brand, but had a difficult time recalling any positive information she had heard. This is referred to as
a. the reinforcement bias.
b. the diagnosticity complex.
c. attribute determinance.
d. recall bias.
e. confirmation bias.
Answer: E
64. Confirmation bias refers to the fact that
a. we are more likely to recall information that reinforces rather than contradicts our overall beliefs.
b. we only like brands with which we are familiar.
c. positive information about a brand is most likely to be recalled.
d. negative information about a brand is most likely to be recalled.
e. diagnostic information about a brand is most likely to be recalled.
Answer: A
65. Sometimes we can recall moderately contradictory information because
a. it is irritating.
b. we elaborate on it as we attempt to understand it.
c. there are more associations attached to it.
d. this information is better organized.
e. this information is processed under low MAO.
Answer: B
66. In buying a house, very vivid or salient information, such as selling price, carpet, and the number of bathrooms, might ____ other important information, thus biasing judgment because important information will be ignored.
a. increase need for cognition to increase the processing of
b. increase the processing speed of
c. inhibit the recall of
d. decrease the motivation to process
e. increase the structuring of information for
Answer: C
67. Inhibition is important for marketers because
a. it can increase MAO to process information about the general evaluation of a brand.
b. it can decrease MAO to process information about the general evaluation of a brand.
c. it will usually bias information about a brand in a positive direction.
d. key aspects of a brand may not even enter the consumer decision process.
e. it can lead to forgetting attitudes about a brand.
Answer: D
68. All of the variables that influence the recall of certain attributes can lead to the ____ for other diagnostic attributes due to limitations in consumers' processing capacity.
a. increased motivation in processing
b. increased attention
c. inhibition of recall
d. decreased motivation in processing
e. increased structuring of information
Answer: C
69. Consumers can acquire additional information from outside sources through
a. internal search.
b. inhibition.
c. diagnosticity.
d. discursive processing.
e. external search.
Answer: E
70. Amy enjoyed fine wine. She subscribed to Wine Spectator magazine, attended wine tastings, and visited wineries. In terms of external information search, Amy was engaged in
a. prepurchase search.
b. ongoing search.
c. situational search.
d. enduring search.
e. inebriated search.
Answer: B
a. attributes
b. ordinal information
c. experiences
d. chunks
e. consideration sets
Answer: C
62. ____ is a processing bias that alters the nature of recall.
a. A goal-oriented cognition
b. Relative deprivation
c. Echoic memory
d. A search bias
e. Reactance
Answer: D
63. Diana hated Leak Through tents. She could easily remember negative information about the brand, but had a difficult time recalling any positive information she had heard. This is referred to as
a. the reinforcement bias.
b. the diagnosticity complex.
c. attribute determinance.
d. recall bias.
e. confirmation bias.
Answer: E
64. Confirmation bias refers to the fact that
a. we are more likely to recall information that reinforces rather than contradicts our overall beliefs.
b. we only like brands with which we are familiar.
c. positive information about a brand is most likely to be recalled.
d. negative information about a brand is most likely to be recalled.
e. diagnostic information about a brand is most likely to be recalled.
Answer: A
65. Sometimes we can recall moderately contradictory information because
a. it is irritating.
b. we elaborate on it as we attempt to understand it.
c. there are more associations attached to it.
d. this information is better organized.
e. this information is processed under low MAO.
Answer: B
66. In buying a house, very vivid or salient information, such as selling price, carpet, and the number of bathrooms, might ____ other important information, thus biasing judgment because important information will be ignored.
a. increase need for cognition to increase the processing of
b. increase the processing speed of
c. inhibit the recall of
d. decrease the motivation to process
e. increase the structuring of information for
Answer: C
67. Inhibition is important for marketers because
a. it can increase MAO to process information about the general evaluation of a brand.
b. it can decrease MAO to process information about the general evaluation of a brand.
c. it will usually bias information about a brand in a positive direction.
d. key aspects of a brand may not even enter the consumer decision process.
e. it can lead to forgetting attitudes about a brand.
Answer: D
68. All of the variables that influence the recall of certain attributes can lead to the ____ for other diagnostic attributes due to limitations in consumers' processing capacity.
a. increased motivation in processing
b. increased attention
c. inhibition of recall
d. decreased motivation in processing
e. increased structuring of information
Answer: C
69. Consumers can acquire additional information from outside sources through
a. internal search.
b. inhibition.
c. diagnosticity.
d. discursive processing.
e. external search.
Answer: E
70. Amy enjoyed fine wine. She subscribed to Wine Spectator magazine, attended wine tastings, and visited wineries. In terms of external information search, Amy was engaged in
a. prepurchase search.
b. ongoing search.
c. situational search.
d. enduring search.
e. inebriated search.
Answer: B
Consumer Behavior Multiple Choice Question Exam Quiz Questions and Answers / Interview Questions With Answers | Problems and Solutions Multiple Choice MCQs / MCQs with Answers / - PDF Free Download For Freshers Objective Type Questions | Interview Questions and Answers List