$1)$

The cost for a $30-$second advertising slot on the Super Bowl was $$3$ million in $2011,$ and that$$s on top of the costs to produce the commercial.$$ Advertisers are spending $$3$ million to activate which aspect of the consumer perception process?

$(2$pts$)$

Question $1-$ The cost for a $30-$second advertising slot on the Super Bowl was $$3$ million in $2011,$ and that$$s on top of the costs to produce the commercial.$$ Advertisers are spending $$3$ million to activate which aspect of the consumer perception process?

attention

comprehension

affect

exposure

cognition

$2)$

Some advertisements for prescription drugs use doctors as their spokesperson.$$ Consumers perceive these doctors to have a substantial amount of knowledge about health. Which source characteristic does this represent?

$(2$pts$)$

Question $2-$ Some advertisements for prescription drugs use doctors as their spokesperson.$$ Consumers perceive these doctors to have a substantial amount of knowledge about health. Which source characteristic does this represent?

expertise

congruity

likeability

attractiveness

priming

$3)$

Dana and John are expecting their first child and are purchasing furniture for the nursery.$$ They are searching the Internet, reading parents$$ magazines and paying attention to the advertisements, and visiting many stores because they want to purchase the best quality furniture that fits their budget.$$ The effort they are expending to ensure they make the right decision can be described as a $\_\_\_\_\_$ associated with the consumption process.

$(2$pts$)$

Question $3-$ Dana and John are expecting their first child and are purchasing furniture for the nursery.$$ They are searching the Internet, reading parents$$ magazines and paying attention to the advertisements, and visiting many stores because they want to purchase the best quality furniture that fits their budget.$$ The effort they are expending to ensure they make the right decision can be described as a $\_\_\_\_\_$ associated with the consumption process.

cost

reaction

value outcome

benefit

satisfier

$4)$

Which two message source characteristics do consumers associate with credibility?

$(2$pts$)$

Question $4-$ Which two message source characteristics do consumers associate with credibility?

likeability and attractiveness

attractiveness and expertise

congruency and expertise

trustworthiness and likeability

expertise and trustworthiness

$5)$

The $\_\_\_\_\_$ represents consumer behavior theory illustrating factors that shape consumption$-$related behaviors that ultimately determine the value associated with consumption.

$(2$pts$)$

Question $5-$ The $\_\_\_\_\_$ represents consumer behavior theory illustrating factors that shape consumption$-$related behaviors that ultimately determine the value associated with consumption.

Consumer Behavior Framework $($CBF$)$

Consumer Value Framework $($CVF$)$

Consumption Process Framework $($CPF$)$

Customer Relationship Framework $($CRF$)$

Marketing$-$Consumer Framework $($MCF$)$