Which of these six principles of social influences fits the description, "People look to the behavior of similar others when they are unsure how to choose"?

Answer: Social Proof

In the article, The world's (truly) oldest profession: Social influence in evolutionary perspective, written by Jill M. Sundie et al. (2012), the authors introduced six principles of social influence routinely employed to affect potential consumers. Which principle of social influence may trigger loss aversion?

Answer: Scarcity

In the parental domain under social domains which problem is stated to be solved?

Answer: Investing resources in ways that promote the lifetime reproductive potential of one's offspring, and the offspring of one's kin.

Based on the article about social influence by Sundie, Cialdini, Griskevicius, and Kenrick (2012), what is not correct regarding social influence from an evolutionary perspective?"

Answer: According to Griskevicius et al. (2009), fear manipulations designed to activate a self-protective mindset make uniqueness scarcity appeals more persuasive than if an advertisement contained no persuasive appeal at all

Which one of the following is not one of the principles of social influence routinely employed to sway potential customers:

Answer: Guilt

The study of Sundie et al. connects some relevant evolutionary theories to six general principles of influence. Which are those principles?

Answer: Reciprocity, Liking, Scarcity, Social proof, Authority, Commitment and Consistency

According to Sundie et al ( 2012), what influence tactic is used to attach value to the product to make it more desirable when it is proposed in a limited supply?

Answer: Scarcity

Physical attractiveness enhances the liking of a product. College students usually willing to pay more for a product if?

Answer: Highly attractive member of opposite sex also tried the product

The domain-specific social influence problem of the social domain of status is

Answer: convincing other group members to defer to you, and to award you differential power within the group.

What alternative below contains all six principles of influence?

Answer: Liking, Authority, Commitment & Consistency, Social Proof, Reciprocity, Scarcity

On which three types of social obligation does Reciprocity operate?

a) To give to those you wish to establish or maintain good relations with

b) To receive or accept what is offered to you

c) To repay those who have given to you in the past

Which of the following general principles of social influence is described as "people look to the behavior of similar others when they are unsure how to choose"?

Answer: Social proof

Rossiter, Percy and Donovan (1991) explain what they call the motivational dimension of attitude. Which of the following is typically considered a transformational and low involvement product?

Answer: Regular beer

Which of the following choices is seen as one of the differences between the FCB Grid and the Rossiter-Percy Grid according to Rossiter et. al. (1991)?

Answer: The FCB Grid excludes brand awareness and focuses only on attitude.

Which is, in the Rossiter-Percy Grid, a transformational and high involvement product?

Answer: Vaccination

You are a high involvement/transformational brand. Which advertising strategy should you use?

Answer: Overclaiming the benefits of your product

What are the two types of brand awareness and how is brand awareness related to brand attitude?

Answer: 

• Two types of brand awareness are brand recognition and brand recall.
• Brand awareness comes first and is the necessary foundation upon which brand attitude is generated.

Considering the Rossiter-Percy Grid, which factor does Rossiter et al. (1991) claim to be a necessary communication objective for advertising prior to brand attitude?

Answer: Brand awareness

What advertising tactics for brand recognition do Rossiter, Percy & Donovan (1991) recommend?

Answer: Sufficient exposure of brand package & name, category need. After initial burst gradually less media frequency

According to the article "A Better Advertising Planning Grid" by Rossiter, Percy, and Donovan (1991), which of the following is/are advertising tactics for low involvement strategy (either informational or transformational)?

Answer: Target audience must like the ad.

Which of the following is not an advantage of the Rossiter-Percy Grid?

Answer: Views the involvement dimension of attitude as a continuum rather than a dichotomy of low and high involvement.

Bizarre executions and jingles may be appropriate to increase

Answer: Brand recall

Which of the following depicts High Involvement/Informational Brand Attitude according to the Rossiter-Percy Grid:

Answer: Search and convic=on required prior to purchase + nega=ve mo=va=ons

According to Rossiter, Percy, and Donovan (1991), which of the following is a necessary precursor to brand attitude?

Answer: Brand awareness

What is NOT a downside of the FCB grid according to Rossiter, Percy & Donovan (1991)?

Answer: The FCB grid is not applicable to online buying behavior.

What are the two types of Brand awareness in the Rossiter-Percy Grid?

Answer: Brand recall and Brand recognition

According to Rossiter, Percy & Donovan, what kind of ad would be most effective for a product which has a target audience, highly involved with the purchase decision?

Answer: An ad with multiple convincing claims

"According to the Rossiter-Percy Grid, which of the following dimensions influence brand attitude?" Choices:

Answer: Informational, Transformational, Low Involvement, High Involvement

Rossiter, Percy & Donovan (1991) suggest in their paper "A better advertising planning grid", a new approach to advertising planning. They call it the the Rossiter-Percy Grid. What would is the correct statement the make about their Grid in the article?

Answer: They believe that their new approach overcomes previous limitations, while remaining simple and useful.

Both the FCB Grid and the Rossiter-Percy Grid are models about the customers' attitude, so how people assess brands and/or products. What is the main difference between these two models?

Answer: The main difference is about the fact that the Rossiter-Percy Grid value brand awareness as a necessary starting point to develop an advertising campaign. Many brands exist, so it crucial to be known by potential customers in order to maximize brand attitude.

According to Frederick F. Reichheld study of the Car enterprise, which is the most useful predictor key to measure a company's growth?

Answer: Customers' willingness to recommend the product

Through researching customer loyalty and growth, Reichheld (2003) was able to determine the effectiveness of survey questions in predicting desirable customer behaviors such as repeat purchases and referrals. Which question proved most effective as a predictor for growth?

Answer: How likely is it that you would recommend [company X] to a friend or colleague?

Why are conventional customer-satisfaction measures bad and unreliable?

Answer: They often don't have a connection to peoples actual behaviour

What is a common mistake companies do while implementing customer satisfaction surveys?

What is a common mistake companies do while implementing customer satisfaction surveys? (Reichheld, 2003)

Answer: They have too many questions, providing complex information that's months out of date by the time it reaches the managers.

A shoe business is suffering stagnation in their market, according to Reichheld (2003) "The one number that you need to grow" what is a key component of creating growth of the firm in the market?

Answer: Loyalty and especially promoters that spread word of mouth

According to Reichfeld, which response to a survey question has the strongest correlation with repeat purchases or referrals of consumers that ultimately lead to profitable growth?

Answer: How likely is it that you would recommend company X to a friend or colleague?

After your graduation from SBS you work for the e-commerce company „Anderzon". Soon, your boss asks you to design a survey to measure customer loyalty to achieve the objective of growth. What would be most successful approach according to Reichheld (2003)?

Answer: Ask only one question, such as „How likely is it that you would recommend „Anderzon" to a friend or colleague?"

Reichheld (2003) concludes that customer surveys should be:

Answer: Simple

According to the article The One Number You Need by Reichheld (2003), which of the following is the best predictor of loyal customer behavior (across industries)?

Answer: The customer's stated likelihood of recommending the seller to someone

What kind of customer loyalty does Reichheld in his article "The one number you need to grow" think contributes most to company's growth?

Answer: Customer that talks up a company to their friends, family and colleagues

According to Frederick F. Reichheld (2003), what is the main criteria for obtaining reliable and practical measurements to determine "the percentage of net promoters " among customers?

Answer: The results and process have to be accepted and owned by all of the business functions.

How should a company react towards a person that indicates a score of 8 or lower) on a scale of 0 to 10) to the question: "How likely is it that you would recommend [company X] to a friend or colleague?"

Answer: Treat them as potential detractors, identify the problem that caused the bad grading and solve it.

Is Net-Promoter Score a good indicator of the growth of companies?

Answer: In most cases

In the article by Reichheld (2003) he classifies customers in three categories when talking about the scale of whether they could consider recommending the company, which option of clusters are true?

Answer: Detractors, passively satisfied and promoters

In the article written by Frederick F, Reichheld, with his colleagues they administered a test to find the best metric for understanding customer loyalty. According to the result of their study, which question is the more relevant?

Answer: "How likely is it that you would recommend [Company X] to a friend or colleague?

How is growth associated with customer loyalty in the article?

Answer: Loyal customers refer the company, brand, or product to another person and thus play a key role in acquisition

What is the difference between regular and loyal customers?

Answer: Loyal customers recommend their family, friends and colleagues the company (they can be regular customers, but do not have to be)

According to the findings mentioned by Reichheld (2003), customers who gave the highest rating to their car rental experience were how much more likely to rent again comparing to those who gave the second-highest grade?

Answer: Three times more

In the article "how to say no to crowdsourcing", when a consumer is giving an advice/idea to the company, which one of those response is the best one to keep this consumer bonded to the company ?

Answer: response with an explanation which is linguistically similar to the submission

In related to the idea in the articel How to Say No to Crowdsourced Ideas, is this true or false. Textual analysis suggested that rejections explaining why the idea wasn't selected further boosted people's positive feelings toward the organization.

Answer: True

Concerning customer engagement Piezunka and Dahlander (2018) argue that many companies use crowdsourcing when trying to come up with innovation ideas. Often customers whose ideas are not selected do not receive an answer however, which decreases the likelihood of them sending a second idea to the same organization and can create negative feelings towards the company. What is one of the main dangers with detractors according to Reichheld (2003)?

Answer: Disappointed customers spread their opinions about the company to family, friends, colleagues and acquaintances.

According to Piezunka & Dahlander (2018), how could an organization reject a crowdsourcing campaign submission in the best way? And at the same time boost submitters positive feeling toward the company?

Answer: Explain why the idea was not chosen with linguistic similarity

Company A decides to use crowdsourcing for a new product design. Within one month they receive 20,000 ideas, but only adopt 5 ideas. Should company A send a notification to all the people whose ideas got rejected?

Answer: Yes, they do need to send a notification. In addition, they should explain the reason for rejection by similar linguistic style as the contributor of the idea.

According to Piezunka and Dahlander (2018), 88% of companies don't respond to crowdsourcing ideas sent in by people. However, if the person receives a response to their idea, what can enhance the positive reaction?

- Explaining why the idea was rejected

- The response is similar in linguistics as the submission

Piezunka, H. and Dahlander, L. (2018), writes about how to say no to crowdsourced ideas. Which of the following is a good way to reject an idea in order to foster consumers to continue engage according to the review?

Answer: Managers should use explicit rejections with explanations on why their idea wasn't selected

When companies crowdsource ideas for new innovations from consumers, what is the most effective way to reject a consumer's submission to foster willingness to continue to engage with the company?

Answer: Send an explicit rejection that is linguistically similar to the submission

According to the findings of an experiment, which one of the following is the best strategy for a company targeting customers looking for feeling pleasure from using that company's product?

Answer: Offering many assortments of products.

Which of the following options is true, according to Piezunka, H. and Dahlander, L. (2018).

Answer: People who received a rejection notification commonly reacted positively.

In the article "How to Say No to Crowdsourced Ideas" by Piezunka and Dahlander (2018) they mention negative effects when companies did not give feedback or answered those who submitted an idea to crowdsourcing. Which of the following statement is a correct negative outcome? Only one option is correct.

Answer: First-time submitters who did not get a response were less likely to send another idea to that organization

Why may managers use explicit rejections to the croudsourcing contributors?

Why may managers use explicit rejections to the croudsourcing contributors? (Piezunka and Dahlander, 2018).

Answer: To foster contributors' willingness to continue to engage

According to Piezunka and Dahlander, (2018), how should an rejection letter be written when turning down ideas derived from crowdsourcing?

Answer: Linguistically similar

According to Petty et al. (1983) and the Elaboration Likelihood Model (ELM), attitude change via the high involvement (central route) is associated with:

Answer: Correspondence between behavioral and attitudinal effects.

According to Petty et.al (1983) what are the major differences between high and low involvement messages?

a) High involvement messages have greater personal relevance

b) High involvement messages have greater consequences

c) High involvement messages elicit more personal connection

Petty, Cacioppo and Schumann (1983) examined central and peripheral routes to advertising effectiveness. Which statement is most accurate and in line with the article?

Answer: Central routes to attitude change is due to rational consideration of relevant information. Peripheral routes to attitude change is due to less product-relevant cues.

According to the article by Petty, Cacioppo and Schumann (1983), the results from the experiment give most support to which one of these hypotheses about persuasion in advertising?

Answer: High involvement increases the importance of strong arguments

Which one of these statements on the relation between involvement and the routes to advertising effectiveness is true?

Answer: High involvement is affected by the central route

In a study performed, the two most successful works were roughly 1.5 times as likely to be produced back-to-back as one would expect by chance. Which profession is not included in the official research?

Answer: Teachers

Scientists usually get at least enjoyed one "hit" where they are successful in that stage. It could be said as their golden moment or prime moment. Also, according to Liu et al (2018), about 30% scientists happened to experience this "hit" for the second time. What is the term of this "hit" or prime moment called?

Answer: Hot hand

What does Liu et al (2018) mean when a person has "hot hand" in his profession?

What does Liu et al (2018) mean when a person has "hot hand" in his profession? (Hanna's comment: why is this important to know?)

Answer: It is described as a period during a professional career where they outperform the median in quality because of excellent work in long streaks.

In Katona's article, the author indicates that __________ could help solve the difficulty of explaining the maximization and eliminate tautologies in researches.

Answer: Psychological hypotheses based on motivation

Which theories can be used in order to understand rationality?

Answer: theory of motivation, group belonging and learning and thinking.

Based on George Katona (1953) text, we can learn about the psychological level-of-aspiration theory. According to this theory, there are three main characteristics of aspirations. Which of the following is not one of them?

Answer: aspirations tend to be the same for all time

Based on the article by Kenneth J. Arrow is "The Principle of Rationality" which concepts are the essential features of the approach derived from considering problem-solving behavior?

Based on the article by Kenneth J. Arrow is "The Principle of Rationality" which concepts are the essential features of the approach derived from considering problem-solving behavior? (Hanna's comment: The relevance and meaning of this question is somewhat hard to grasp ...)

Answer: Action, Decision, Choice

Katona (1953) emphasizes, that "this" should be studied closer, rather than the characteristics of rational man. What was "this"?

Answer: Forms of rational behavior

Katona (1953) discusses the analysis of economic behavior in his paper and names three (3) theories that psychologists can use in order to understand the rationality in this behavior. Which one of the following is not one of the theories?

Answer: The theory of rationality

In their article Everyday Advertising Context, Jayasinghe and Ritson (2012) showcase four contexts of advertising response. Which of the following is not mentioned by the authors?

Answer: The Sporadic Context

"Alice and Jake sit in front of the TV and watch Saturday Night Live. Their dad Craig sits at the dining table just across the room and reads a newspaper. When the program breaks and the first ad appears, Alice and Jake start chatting with each other about their friends. As an advertisement by Coca Cola is shown, Craig starts whistling the well-known jingle. He looks at the TV screen for a mere second before returning to his newspaper. Alice and Jake are humorously surprised and start a conversation with their father, who replies but does not lift his eyes off the newspaper in front of him while remaining seated across the living room. When the ad section breaks, Alice and Jake return to watching their show."

According to Jayasinghe and Ritson, which cultural theme can this behavior be assigned to?

Answer: The Spatial Context

Damien and Greg watch Sea Patrol on channel 9. As the first program break commences, Damien attempts to tickle his dad. His father tickles Damien back. The play continues through the break, replacing attention toward the advertisements. When Sea Patrol resumes, both return their gaze to the program. The compounding of each physical encounter between Greg and Damien across the three breaks heightens the bond between father and son and enriches the communication between them as they wait for Sea Patrol to resume.

Answer: The social context

In relation to advertising response contexts in the family living room, indicate which of the following statements is false:

Answer: Television viewers experience television advertising in the same way anywhere in the living room (Spatial Context).

What type of advertising contexts are important to consider when it comes to actual advertising effectiveness according to Jayasinghe and Ritson (2012)?

• Social context
• Spatial context
• media multitasking context
• Temporal context

Three families have been observed in their living room during a TV program:

-> the first family has a small living room where not many people can be-> the second one has their dining table in the same room as the TV and there is a gap between the couch and the table-> the last one has an open house with an open kitchen

According to the "The Spatial Context: The Deterritorialization of Advertising in the Living Room," in which of those families the advertising will take the bigger place in the house et will create an interaction between the member?

Answer: The third family

Provide a definition of "advertising deterritorialization". 

Answer: The term deterritorialization refers to less strength ties between consumers' practices and their performance. Advertising deterritorialization focuses on the fact the viewers do not experience and interact with television ads traditionally.

What are, according to Jayasinghe and Ritson's (2012) findings, the four contexts of advertising response?

Answer: The Social Context, the Spatial Context, the Media Multitasking Context and the Temporal Context

Which method in neuroscience can be used to stimulate or depress nerve cells in the brain, temporarily "knocking out" certain areas and by doing so, it reduce the degree to which people exhibited socially conforming behaviour.

Answer: Temporary neural inhibition

Which neuromarketing technique detects blood flow in the brain associated with increased neural activity to reveal detailed emotional responses , level of engagement about the consumers ?

Answer: fMRI (functional magnetic resonance imaging)

The article "Neuromarketing. What You Need To Know," by Harrell (2019) discusses the concept of Neuromarketing and how it is used to study the brain to predict and potentially even manipulate consumer behaviour and decision making. Why is it that not all companies have taken use of neuromarketing?

Answer: because the most common methods are expensive and marketers still have not gained a full understanding and acceptance of the tools and techniques that are needed to make neuromarketing useful and successful

One can see in Eben Harrell's article "Neuromarketing: What you Need to Know" (2019), how test persons neural response of products differ in a fMRI machine test , dependent on what information is revealed before, for example, the tasting of different products.But how, does Harrell mean, that these kinds of insights would be useful in marketing the products?

Answer: One can through this evaluate the motivations, preferences, and decisions a consumer possibly will use when buying a product.

There are certain flaws in more traditional market research compared to neuroscientific marketing research according to Harrell (2019) "Neuromarketing. What You Need To Know", what are those flaws?

Answer: The respondents often have incomplete memories, suffer from framing bias and are not always honest in their answers

Based on Eben Harrel's article why neuromarketing isn't so popular yet?

a) There is not enough professional companies in the field

b) It is expensive

c) Marketers trust traditional results more

Which of the following is NOT the method neuroscience might be used in the future to influence consumer behavior?

Answer: eat nudging

You are working as a freelancer to a firm and designing their website from scratch. What neuroscientific tool would you consider as most useful in order to optimize the website in terms of customer journey and customer experience?

Answer: Eye Tracking

According to Harrell (2019), what suggestion/example is given on how neuromarketing could lead to better segmentation in the future?

Answer: To segment consumers by brain differences - a study has found that there are differences in the brains of people that are easily influenced by marketing.

In the article, Neuromarketing. What You Need to Know, written by Eben Harrell (2019), several neuromarketing techniques are introduced by the author. Which technique is the most expensive and invasive method, less detailed than EEG but considered the gold standard for measuring specific emotions, and must be performed in a lab?

Answer: fMRI (functional magnetic resonance imaging)

Lisa recently bought a restaurant and is currently working on a new branding strategy. In order to make sure the website of the restaurant is as effective as possible, she wants to research if the consumers find the most important aspects (menu, contact, address) easily. Which neuromarketing tool can be used?

Answer: Eyetracking: gaze

Why are the neuromarketing tools not standard marketing tools yet?

Answer: Because they're expensive and technically difficult to administer

Harrell (2019) states that people have flawed recall, that they lie when they're trying to please or are embarrassed when answering a question. That means that their perceptions can be influenced by how a question is asked and therefore the traditional surveys is not useful in this case. If I were to measure the recall of people, I would instead choose to look at using the:

Answer: fMRI and EEG techniques

What can EEG (electroencephalogram) NOT reveal about consumers?

Answer: Detailed emotional responses

Why should researcher opt for fMRI rather than physiological measuring techniques in neuroscience-based marketing research?

Answer: fMRI is considered the gold standard for measuring specific emotions

According to Harell, E. (2019), what is the main ethical concern regarding the use of neuromarketing techniques?

- privacy concern

- encouragement of debt-inducing consumerism

- subconscious influence

Which one of the following neuromarketing tehniques reveals only the customers level of engagement?

Answer: Eye tracking pupilometry

Elliot and Jankel-Elliot (2003) writes about "Non-participant observation" as one of the best methods for conducting ethnographic research. Harrell (2019) lists several neuromarketing techniques that can be used to study consumers, with some techniques being more invasive than others. Which of the following neuromarketing techniques would most effectively be used in a non-participation observation?

Answer: Facial coding

Which of the following statements about neuromarketing techniques is not correct?

Answer: Eye tracking can only measure eyes' fixation points but not pupil dilation.

Which are the common methods for measurement of psychological and neural signals to gain insight into customers' motivations, preference, and decisions, which can help inform creative advertising, product development, pricing and other marketing areas (also known as neuromarketing)?

Answer: Brain scanning and psychological (Hanna's comment: physiological) tracking