Which of the following is a characteristic of consumers with low need for cognition?

Question

BlackTom AI · Accepted Answer

To tackle this question, I’ll compare what low need for cognition (NFC) implies about how consumers process marketing stimuli.
Option 1: 'They tend to be influenced by things like an endorser's attractiveness and cues that are not central to a message.' This aligns with the peripheral route of persuasion, where individuals low in NFC rely on surface features such as attractiveness, credibility, or other non-substantive cues rather than detailed argument quality. This option correctly captures the hallmark of low-NFC processing.
Option 2: 'They tend to think carefully about products, problems, and even marketing messages.' Thinking carefully about messages is characteristic of high NFC, not low NFC. This choice describes high-effort cognitive processing, which low-NFC individuals are less likely to engage in. Therefore, this statement is incorrect for low NFC.
Option 3: 'They tend to be influenced heavily by the quality of the arguments in an advertisement.' A strong emphasis on argument quality is another feature of high NFC, where people scrutinize the content and strength of the message. Low-NFC consumers are less swayed by argument quality and more by peripheral cues, making this option inaccurate for low NFC.
Option 4: 'They tend to have more negative consumer attitudes and purchase intentions when presented with humorous ads.' While humor can affect persuasiveness, this blanket claim about negative attitudes with humorous ads is not a defining trait of low NFC. It suggests a specific outcome that isn’t a fundamental characteristic of NFC level and may depend on context, making this option not a reliable descriptor of low NFC.
Option 5: 'They exhibit more negative attitudes and purchase intentions towards brands that are advertised using sexual imagery.' This statement makes a broad generalization about reactions to sexual imagery that isn’t specifically tied to low NFC. Reactions to sexual imagery can vary and aren’t a core, defining feature of low NFC processing, so this choice is not a reliable characterization of low NFC.
Overall, the most accurate description for low NFC is captured in Option 1, since peripheral cues dominate processing for individuals who do not engage in careful message elaboration. The other options describe patterns associated with higher NFC or claim effects that are not uniquely tied to low NFC.

MKTG-2910-2 CB quiz 6

Which of the following is a characteristic of consumers with low need for cognition?

View Explanation

Log in for full answers

Similar Questions

It is important for me to be able to follow the argument, or to see the reason behind things.

According to Cacioppo et al. (1996), who among the following is an individual with a low need for cognition?

Sebastian is high in the need for cognition. This means he likes to...

In a consumer society, many adults channel creativity into buying things

Economic stress and unpredictable times have resulted in a booming industry for self-help products

People born without creativity never can develop it

A product has a selling price of $20, a contribution margin ratio of 40% and fixed cost of $120,000. To make a profit of $30,000. The number of units that must be sold is: Type the number without $ and a comma. Eg: 20000

Which of the following statement regarding cost is correct:

More Practical Tools for Students Powered by AI Study Helper

Homework AI Solver

Stylized AI Paper Writer

Plagiarism Checker Assistant

Citation AI Academic Writing Tool

In-Class Translation Assistant

AI Note Generator

AI Quiz Answers

Past Exam Questions from University Test Bank

Smart Practice Assistant

Adaptive Practice

Making Your Study Simpler