Business Names & Slogan Slogan Psychology & Consumer Perception 2 — Questions and Answers
Question 1: What is a 'call to action' slogan and which of the following is an example?
- A slogan describing company history; 'Founded in 1876'
- A slogan urging consumers to take a specific action; 'Just Do It' (Correct answer)
- A slogan that lists product ingredients; 'Made with Real Cheese'
- A slogan comparing brands; 'Better Than the Rest'
Correct answer: A slogan urging consumers to take a specific action; 'Just Do It'
A call-to-action slogan directs consumers to do something, like Nike's 'Just Do It,' which motivates behavior rather than describing a product.
Question 2: What cognitive bias makes consumers trust longer-standing business names more than newer ones?
- Survivorship bias
- Authority bias
- Familiarity heuristic / recognition bias (Correct answer)
- The bandwagon effect
Correct answer: Familiarity heuristic / recognition bias
The recognition heuristic causes consumers to trust familiar, long-established names over unknown ones, assuming that well-known names are better simply because they've been around longer.
Question 3: Which slogan strategy positions a brand against a specific competitor, like Pepsi's 'The Choice of a New Generation'?
- Heritage positioning
- Competitive/comparative positioning (Correct answer)
- Emotional benefit positioning
- Geographic positioning
Correct answer: Competitive/comparative positioning
Competitive positioning slogans implicitly or explicitly contrast a brand with its rivals, attempting to win market share by positioning against the category leader.
Question 4: What does 'brand recall' measure in advertising research?
- The number of times an ad is broadcast
- The ability of consumers to retrieve a brand from memory when given a product category cue (Correct answer)
- The percentage of consumers who dislike a brand name
- The total revenue generated by a brand's ad campaign
Correct answer: The ability of consumers to retrieve a brand from memory when given a product category cue
Brand recall measures whether consumers can name a brand when prompted with its product category, reflecting how deeply the name and slogan are embedded in memory.
Question 5: What emotional response is 'humor' in slogans designed to create in consumers?
- Urgency and fear of missing out
- Positive affect and likeability toward the brand (Correct answer)
- Confusion encouraging deeper research
- Authority and credibility
Correct answer: Positive affect and likeability toward the brand
Humor in slogans creates positive emotional associations with a brand, making consumers like the brand more and increasing memorability through laughter.
Question 6: What is 'social proof' in the context of business slogans?
- Using scientific studies to back a product claim
- Incorporating evidence that many others use or trust a brand to build consumer confidence (Correct answer)
- Listing every celebrity who endorses the brand
- Displaying a brand's government certifications in the slogan
Correct answer: Incorporating evidence that many others use or trust a brand to build consumer confidence
Social proof in slogans leverages the behavior of others ('America's #1 Choice') to reduce consumer uncertainty and build trust through perceived popularity.
Business Names & Slogan Slogan Psychology & Consumer Perception 2
What is a 'call to action' slogan and which of the following is an example?