Bus 112 Chapter 4

Topics: Brand, Branding, Brand equity Pages: 31 (4609 words) Published: June 7, 2013
CHAPTER 4
Knowledge and Understanding

TRUE/FALSE
1.A schema is a set of associations linked to a concept.

Ans:T
Page:94
AACSB:Analytic

2.Similar to the U.S., European couples traditionally prefer diamond engagement rings.

Ans: F
Page: 91
AACSB: Analytic

3.Marketers do not want their brands to have salience.

Ans:F
Page:95
AACSB:Analytic

4.A brand image is a subset of associations that reflect what a brand stands for and how favorably it is viewed.

Ans:T
Page:95
AACSB:Analytic

5.A brand image represents all associations linked to the brand’s schema.

Ans:F
Page:95
AACSB:Communication

6.AFLAC increased its brand recognition among Americans to 99 percent after introducing the white duck as its mascot.

Ans:F
Page:97
AACSB:Analytic

7.If Oreo Cookies were to introduce Oreo Ice Cream, this would be a brand extension.

Ans:T
Page:97
AACSB: Analytic

8.A brand extension can cause confusion about what the brand stands for.

Ans:T
Page:98
AACSB:Analytic

9.Consumers that have a strong positive image of a brand prior to the brand suffering a crisis were likely to suffer more image damage then a brand where consumers had a negative image association.

Ans:F
Page:99
AACSB:Analytic

10.Louis views Coke as a better example of a soft drink than Dr. Pepper; this is an example of graded structure.

Ans:T
Page:101
AACSB:Analytic

11.According to categorization theory, prototype is an experimental product that is tested in the market.

Ans:F
Page:101
AACSB:Analytic

12.The dairy section of a supermarket is considered a subordinate category with shelves for cheese, milk, yogurt, etc.

Ans:F
Page:103
AACSB:Analytic

13.A brand can be a member of both a taxonomic and a goal-derived category.

Ans:T
Page:105
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14.Tyler is trying to decide where to go to lunch in 15 minutes. His choice will probably be based on a high level of construal.

Ans:F
Page:105
AACSB:Analytic

15.Japanese women incorrectly categorized Good Housekeeping magazine as a magazine for housemaids. This is an example of the wrong schema being introduced.

Ans:F
Page:108
AACSB:Analytic

16.In the United Kingdom a movie that is considered a bomb at the box office is considered a success.

Ans:T
Page:111
AACSB:Communication

17.Western consumers associate the color white with purity and cleanliness, but Asian countries perceive the color white to signify death.

Ans:T
Page:115
AACSB:Analytic

18.Juxtaposed imperatives are headlines that contain two sentences placed next to each other.

Ans:T
Page:119
AACSB:Reflective

MULTIPLE CHOICE
19.______________ is information we already have in memory. a.Knowledge content
b.Knowledge structure
c.Elaboration
d.Categorization
e.Cognitive attention
Ans:a
Page:97
AACSB:Analytic

20.Categorization is when consumers
a.label or identify an object.
b.perceive that an object exists.
c.attend to an object.
d.sort through their objects.
e.elaborate on an emotion.
Ans:a
Page:92
AACSB:Analytic

21.______________ is the way in which knowledge is organized. a.Knowledge content
b.Knowledge structure
c.Elaboration
d.Categorization
e.Cognitive attention
Ans:b
Page:92
AACSB:Analytic

22.Comprehension is
a.the understanding of what has already occurred.
b.the acknowledgement of how items should be categorized. c.memories of past events and their meaning.
d.knowing how to process information to be used later. e.the process of using prior knowledge to understand what has been categorized. Ans:e
Page:97
AACSB:Analytic

23.A schema is
a.the set of negative emotions associated with an...
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