1. A normal consumer bias which works to the ____________ of COMPETITORS of the producer from which a consumer has purchased is that, if the product "succeeds" (i.e., results in a favorable product-use experience), the consumer normally attributes the cause to: _____________.
Advantage; the purchased brand of the product (situation)
Disadvantage; the purchased brand of the product (situation)
Advantage; his/her cleverness (personal attribution)
Disadvantage; his/her cleverness (personal attribution)
Disadvantage; nothing positive can occur if one has a good experience with another brand
2. Which of the following statements about memory is/are FALSE?
To hold information in SHORT-TERM memory, it must be rehearsed.
Individuals tend to store detailed facts in LONG-TERM memory (i.e., left-brain), and hold off evaluating "evidence" and reaching a conclusion until a decision is called for.
To make brand-favorable information from ads (stored in memory) readily available at the point-of purchase, firms can picture the ad spokesperson on the package.
Package information can assist a customer's memory, and always works to the advantage of the brand (or it wouldn't be listed/included).
More than one of the above is untrue.