Attitudes which become part of a person's value system are subsequently difficult to change; this level of attitude commitment is said to result from the process of:

• A) Backward masking
• B) Identification
• C) Internalization
• D) Evaluation

Which of the following is the stage of real memory in which the information is processed and held just for a brief period of time?

• A) Short term store
• B) Sensory store
• C) Schematic store
• D) Long term store

An unpleasant or negative outcome that serves to encourage a specific behavior is called:

• A) Positive reinforcement
• B) Positive punishment
• C) Negative reinforcement
• D) Negative punishment

Extended families exist largely in _____________________.

• A) Collectivist culture
• B) Individualistic cultures
• C) Cultures that value the independence of self
• D) Cultures that discourage coercive power of the group

Consumers can become so used to seeing an advertisement that they no longer pay attention to it. This phenomenon is called:

• A) Advertising mutation
• B) Advertising wear out
• C) Advertising burnout
• D) Sleeping effect

Many cricket fans evaluate Shoaib Akhtar as belligerent, unmotivated and strange. These descriptors constitute________________.

• A) Consumer orientation
• B) Precognitive evaluation
• C) Global description
• D) Attitude

Which of the following statement concerning values is true?

• A) Pakistani parents place greater emphasis on educating their childern than Europians
• B) Domain specific values pertain only to specific consumption situations
• C) Consumers instrumental values reflect what is needed to acheive valued end states
• D) Terminal values represent beliefs held by consumers near the ends of their lives

Each sense receives______________of information and transmits it to the brain.

• A) Almost whole
• B) Whole part
• C) Fragmented piece
• D) None of the given options

The greater the number of competitive ads in a product category, the lower the recall of brand claims in a specific advertisement. It is called:

• A) Nodding
• B) Interference effect
• C) Activation
• D) Retention failure

Repeated pairings of CS and UCS over time may lead to a certain level of association, but when the pairings are only occasionally presented, the prior linking effects may disappear completely. This is called:

• A) Decay
• B) Extinction
• C) Cue-dependent forgetting
• D) S-R repetition

The process by which a person acquires the purchase knowledge and experience that is applied to future purchase behavior is called:

• A) Involvement theory
• B) Encoding
• C) Decoding
• D) Consumer learning

What do we call the learning that occurs when a stimulus eliciting a response is paired with another stimulus that initially does not elicit a response on its own but, over time, also causes a similar response because of its association with the first stimulus?

• A) Operant conditioning
• B) Learned pairing phenomenon
• C) Cue-dependent forgetting
• D) Classical conditioning

Formation of attitudes is strongly influenced by consumers:

• A) Personal Experience
• B) Influence of family and friends
• C) Direct Marketing
• D) All of the given options

There is general agreement that attitudes are:

• A) Unchangeable
• B) Transmitted from parents
• C) Predispositions
• D) Learned

When a consumer tries a new type of cereal, this is a type of:

• A) Direct experience
• B) Indirect experience
• C) Functional experience
• D) Attribution experience

Some ads acknowledge need of consumers to increase both their relevance to the consumer and likelihood of favorable attitude change by offering reassurance to the consumers’ self images. It is related to which of the following need:

• A) Value-expressive
• B) Ego-defensive
• C) Utilitarian
• D) Popular

Casual, even unintentional, acquisition of knowledge is called:

• A) Incidental knowledge
• B) Stimulus-response connections
• C) Incidental learning
• D) Piggy-backing

Which of the following is NOT a use of psychological assessment?

• A) Participant perception
• B) Decision making
• C) Planning and intervention
• D) Diagnosis

A degree, certification, membership from the recognized and authorized institutes or individuals are known as:

• A) Credentials
• B) Resources
• C) Literature
• D) Data

Which of the following is NOT a type of validity?

• A) Content
• B) Test re-test
• C) Construct
• D) Criterion