MKT 312 UNR EXAM 2 QUESTIONS WITH ACCURATE
ANSWERS
Classical Conditioning - ANSWER Acquiring a reaction toward a neutral stimulus by
pairing the neutral stimulus with an unconditioned stimulus, and therefore, making the
neutral stimulus a conditioned one.
Operant Conditioning - ANSWER Acquiring desired reaction by reinforcing desired
reaction and punishing undesired reaction
Mere Exposure - ANSWER Developing a liking for a brand or a name just from simply
seeing it more often
Central Routes - ANSWER Deep info processing, high elaboration, consumers swayed
by strength and quality of arguments, MAO is high
What is MAO? - ANSWER motivation, ability, opportunity
What is peripheral route? - ANSWER shallow processing, low elaboration, unconscious,
low MAO
What are the two pieces of central route which relate to how to appeal to consumers? -
ANSWER cognitively (appeal with direct experience, social identity, values) and
affectively (relevant attractiveness, similarity, emotions)
What are the two pieces of peripheral route which relate to how to appeal to
consumers? - ANSWER cognitively (simple, reliance on good brands, argument
quantity) and affectively (mere exposure, conditioning, mood)
Positive attitude leads to... - ANSWER approach behavior (search, buy, visit, use, favor,
be intimate, advocate)
, Negative attitude leads to... - ANSWER avoidance behavior
What are explicit attitudes? - ANSWER predict more explicit, deliberite, and or
controlled behaviors
What are implicit attitudes? - ANSWER predict more unconcious, automatic, and or
impulsive behaviors
Attitudes formed through the central or peripheral route are... - ANSWER more likely to
equal behavior
Word of Mouth Communication - ANSWER non-marketing source, perceived as credible,
affects 2/3 of sales. Negatives: fake reviews, fake SM engagement, astroturfing
Persuasion techniques that work because people dont want to seem inconsistent -
ANSWER Foot in the Door, Low Ball
Persuasion techniques that work because people dont want to seem rudeor mean -
ANSWER reciprocity, Door in the Face
Foot in the Door - ANSWER get someone to agree to a small request, then a bigger one.
works because people wanna be consistent
Low Ball - ANSWER get person to agree to your request, then after the face make it
different
Reciprocity - ANSWER a persons impulse to return/reciprocate a behavior or action
Door in the Face - ANSWER first ask a large request thats turned down, then a second
thats more reasonable
ANSWERS
Classical Conditioning - ANSWER Acquiring a reaction toward a neutral stimulus by
pairing the neutral stimulus with an unconditioned stimulus, and therefore, making the
neutral stimulus a conditioned one.
Operant Conditioning - ANSWER Acquiring desired reaction by reinforcing desired
reaction and punishing undesired reaction
Mere Exposure - ANSWER Developing a liking for a brand or a name just from simply
seeing it more often
Central Routes - ANSWER Deep info processing, high elaboration, consumers swayed
by strength and quality of arguments, MAO is high
What is MAO? - ANSWER motivation, ability, opportunity
What is peripheral route? - ANSWER shallow processing, low elaboration, unconscious,
low MAO
What are the two pieces of central route which relate to how to appeal to consumers? -
ANSWER cognitively (appeal with direct experience, social identity, values) and
affectively (relevant attractiveness, similarity, emotions)
What are the two pieces of peripheral route which relate to how to appeal to
consumers? - ANSWER cognitively (simple, reliance on good brands, argument
quantity) and affectively (mere exposure, conditioning, mood)
Positive attitude leads to... - ANSWER approach behavior (search, buy, visit, use, favor,
be intimate, advocate)
, Negative attitude leads to... - ANSWER avoidance behavior
What are explicit attitudes? - ANSWER predict more explicit, deliberite, and or
controlled behaviors
What are implicit attitudes? - ANSWER predict more unconcious, automatic, and or
impulsive behaviors
Attitudes formed through the central or peripheral route are... - ANSWER more likely to
equal behavior
Word of Mouth Communication - ANSWER non-marketing source, perceived as credible,
affects 2/3 of sales. Negatives: fake reviews, fake SM engagement, astroturfing
Persuasion techniques that work because people dont want to seem inconsistent -
ANSWER Foot in the Door, Low Ball
Persuasion techniques that work because people dont want to seem rudeor mean -
ANSWER reciprocity, Door in the Face
Foot in the Door - ANSWER get someone to agree to a small request, then a bigger one.
works because people wanna be consistent
Low Ball - ANSWER get person to agree to your request, then after the face make it
different
Reciprocity - ANSWER a persons impulse to return/reciprocate a behavior or action
Door in the Face - ANSWER first ask a large request thats turned down, then a second
thats more reasonable
