Business Names & Slogan Slogan Psychology & Consumer Perception 2

Question 1

What is a 'call to action' slogan and which of the following is an example?

Accepted Answer

A slogan urging consumers to take a specific action; 'Just Do It'

Answer

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?

Accepted Answer

Familiarity heuristic / recognition bias

Answer

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'?

Accepted Answer

Competitive/comparative positioning

Answer

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?

Accepted Answer

The ability of consumers to retrieve a brand from memory when given a product category cue

Answer

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?

Accepted Answer

Positive affect and likeability toward the brand

Answer

Humor in slogans creates positive emotional associations with a brand, making consumers like the brand more and increasing memorability through laughter.

Business Names & Slogan Practice Test

Business Names & Slogan Practice Test

Business Names & Slogan Slogan Psychology & Consumer Perception 2