MKTG 4204 Exam #1 Questions with Correct Answers Latest Update 2025/2026
consumer behavior - Answers the totality of activities with respect to the acquisition, usage, and
disposition of products by human decision making units (over time)
marketing - Answers the activity, set of institutions, and processes for creating, communicating,
delivering, and exchanging offerings that have value for customers, clients, partners, and society
at large
marketing concept - Answers discover and satisfy the wants/needs of customers
consumer decision making process - Answers 1) need recognition
2) information search
3) evaluation of alternatives
4) choice (purchase)
5) post-choice evaluation
decision making perspective - Answers consumers are rational, with biases
behavioral influence perspective - Answers consumers are impulsive
experiential perspective - Answers consumers relate to products
above-average effect (AAE) - Answers people on average tend to believe that they are above
average
below-average effect - Answers people see their selves as below average on difficult tasks
high - Answers AAE occurs in domains in which absolute skills are ______
low - Answers BAE occurs in domains in which absolute skills are _____
exposure (sensation) - Answers contact with a stimulus
attention - Answers focusing on a stimulus
perception - Answers understanding a stimulus
absolute threshold - Answers lowest point at which we can detect something
just noticeable difference - Answers smallest increment or change that we can detect
adaptation - Answers becoming desensitized to stimuli
-high repetition
, -simplicity
-low intensity
product placement - Answers issues to consider:
-reach
-impact
-fit
-congruence
increased liking and recall - Answers product placement done well leads to
may recall, but dislike - Answers product placement done poorly leads to
selective exposure - Answers -ad avoidance
-zipping
-zapping
-muting
attention - Answers devoting cognitive resources to a stimulus
it is:
-limited
-selective
-dividable
decreases - Answers attention _____ for familiar stimuli
salience - Answers attention is strategically allotted based on how prominent the stimuli are
-novelty/surprise
-sound/motion/color
-cognition
-attractive visuals
-position in visual field - Answers How do you grab/keep attention?
consumer behavior - Answers the totality of activities with respect to the acquisition, usage, and
disposition of products by human decision making units (over time)
marketing - Answers the activity, set of institutions, and processes for creating, communicating,
delivering, and exchanging offerings that have value for customers, clients, partners, and society
at large
marketing concept - Answers discover and satisfy the wants/needs of customers
consumer decision making process - Answers 1) need recognition
2) information search
3) evaluation of alternatives
4) choice (purchase)
5) post-choice evaluation
decision making perspective - Answers consumers are rational, with biases
behavioral influence perspective - Answers consumers are impulsive
experiential perspective - Answers consumers relate to products
above-average effect (AAE) - Answers people on average tend to believe that they are above
average
below-average effect - Answers people see their selves as below average on difficult tasks
high - Answers AAE occurs in domains in which absolute skills are ______
low - Answers BAE occurs in domains in which absolute skills are _____
exposure (sensation) - Answers contact with a stimulus
attention - Answers focusing on a stimulus
perception - Answers understanding a stimulus
absolute threshold - Answers lowest point at which we can detect something
just noticeable difference - Answers smallest increment or change that we can detect
adaptation - Answers becoming desensitized to stimuli
-high repetition
, -simplicity
-low intensity
product placement - Answers issues to consider:
-reach
-impact
-fit
-congruence
increased liking and recall - Answers product placement done well leads to
may recall, but dislike - Answers product placement done poorly leads to
selective exposure - Answers -ad avoidance
-zipping
-zapping
-muting
attention - Answers devoting cognitive resources to a stimulus
it is:
-limited
-selective
-dividable
decreases - Answers attention _____ for familiar stimuli
salience - Answers attention is strategically allotted based on how prominent the stimuli are
-novelty/surprise
-sound/motion/color
-cognition
-attractive visuals
-position in visual field - Answers How do you grab/keep attention?
