consumer behavior 2

What is the basic consumption unit for most consumer goods?

household

________ is the total accumulation of prior learning experiences.

memory

Which of the following is a reason marketers rarely target unmarried couples?

they are not easy to target, identify, or reach

Which of the following is an online "pass-it-along" strategy?

viral marketing

__ZIPPING_ occurs when one fast-forwards through a commercial on a prerecorded program, and _ZAPPING_ involves switching channels when a commercial appears.

zipping;zapping

The owner of a local restaurant wants to enhance consumers' attitudes toward his restaurant by changing the affective component of their attitude. Which of the following is an appropriate approach to achieve this objective?

Use positive music in their advertisements so that over time consumers will transfer the positive affect associated with the music to the restaurant.

Which of the following statements is FALSE regarding humorous appeals?

Humorous ads are low risk because they tend to translate well across situations and cultures.

Which of the following statements is true regarding subliminal stimuli?

A subliminal ad is different from a "normal" ad in that it "hides" key persuasive information within the ad by making it so weak that it is difficult or impossible for an individual to physically detect.

Which of the following is a household factor that influences purchase and consumption behavior?

a, b, and c

Which of the following is a characteristic of a consumption subculture?

a,b, and c

_______ refers to the capacity of individuals to attend to and process information.

ability

For a period of time, Energizer batteries used mock commercials for seemingly boring, mundane products. A few seconds into the mock commercial, viewers heard the distinctive drumbeat of the Energizer Bunny before it marched across the screen. Several viewers said that when they heard the drums, they looked at and attended to the commercial because they liked the bunny. However, over time, viewers stopped paying attention to the commercial. What theory suggests that if a stimulus doesn't change, over time we adapt or habituate to it and begin to notice it less?

adaptation level theory

In an attempt to alter consumers' cognitive component of their attitude toward Pepsi brand of cola, a freshness date was added on the cans. Pepsi wanted consumers to consider this attribute that was never a consideration before. Pepsi was using which strategy to alter the cognitive structure of a consumer's attitude

add beliefs

A local car dealership advertises quite frequently on local broadcast and cable television, and it seems as though the man in the ad is always yelling for consumers to "Come on down ya'll, ya'll be glad ya'll did!" This car dealership uses the same type of ad over and over even though the specific information changes, and consumers tend to shut out the message, evaluate it negatively, or disregard it. Nick is so sick of these ads that he instantly changes the channel when one comes on. This is an example of ________.

advertising wearout

Nike has several models of athletic shoes, and most have high functionality. However, several models are also sleek looking and can actually make a fashion statement for the wearer as well as performing the functional aspects of the product. By going beyond the cognitive associations of functionality and attempting to tap consumers' affective reactions, Nike and other marketers are developing products with _____.

aesthetic appeal

When Hannah sees an ad with a kitten or puppy, she always pays attention because seeing them makes her feel so happy. This emotional or feeling response triggered by the ads is known as ______.

affective interpretation

Capitalizing on brand equity by using an existing brand name for new products is called:

all of the above

Regarding the balance of family roles and purchasing, which of the following traditionally male-dominated categories is (are) tipping toward the wife?

all of the above

Stages of the household life cycle are based on _______.

all of the above

Which of the following is a factor determining a reference group's influence on a consumer?

all of the above

Which of the following is considered a dimension of brand personality?

all of the above

Which of the following is TRUE regarding consumers who are highly involved in a specific product category?

all of the above are true

Which of the following statements is TRUE?

all of the above are true

Research has shown that the power of groups to influence an individual to agree with the incorrect judgment of the others is known as the _____.

asch phenomenon

A learned predisposition to respond in a consistently favorable or unfavorable manner with respect to a given object is known as a(n) _____.

attitude

The value consumers assign to a brand above and beyond the functional characteristics of the product is known as ______.

brand equity

The value consumers assign to a brand above and beyond the functional characteristics of the product is known as _______.

brand equity

Many consumers associate Mercedes automobiles with status, luxury, quality engineering, and high price. This is an example of Mercedes' ________.

brand image

When Honda introduced its Odyssey mini-van, its advertising merely claimed, "It's the Honda of mini-vans." This is an example of ______.

brand leverage

A set of human characteristics that become associated with a brand is referred to as _____.

brand personality

_____ is defined as the exponential expansion of word-of-mouth.

buzz

For years, American automobiles did not have the level of quality that foreign, particularly Japanese, automobiles had. However, that has changed, and most automobiles built in the United States have comparable or superior quality than imports. Consumers' attitudes are slow to change, however, and marketers must use which strategy to change the cognitive component of consumers' attitudes?

change beliefs

Using the toll-free number 1-800-FLOWERS to help consumers remember the phone number is an example of _______.

chunking

What are the two basic forms of conditioned learning?

classic and operant

Coca-cola does not advertise during the evening news because the marketer does not want the often negative information reported on the news to create a negative feeling toward the brand. Which type of learning creates an association between the brand and some response?

classical conditioning

_________ represents the density of stimuli in the environment.

clutter

Yakini likes Toyota automobiles because he thinks they have the highest reliability of all automobiles on the market. His belief about Toyota's reliability represents which component of his attitude?

cognitive

Many Jeep owners elect to become members of a Jeep _____ and attend brand fests such as Jeep Jamboree, Jeep 101, and Camp Jeep.

community

Which of the following involves presenting two stimuli in close proximity so that eventually the two are perceived to be related or associated?

conditioning

Shannon purchased a Harley-Davidson motorcycle because he identifies himself with what he feels is the typical owner of a Harley (a rough, tough manly-man). Many other owners of this brand also feel this way, and they get upset when they see someone like Shannon riding one because they think is not the "right" kind of person to own this brand (that is, definitely not a rough, tough manly-man). Which characteristic of brand communities does this illustrate?

consciousness of kind

Which trait reflects an individual difference in consumers' propensity to be biased against the purchase of foreign products?

consumer ethnocentrism

Kolby is teaching her son, Shannon, how to handle money, count change, how to save for a desired purchase, and how to choose an appropriate product. Kolby is teaching her son _____.

consumer skills

The process in which young people acquire skills, knowledge, and attitudes relevant to their functioning as consumers in the marketplaces is known as ___________.

consumer socialization

Which of the following statements is FALSE regarding word-of-mouth (WOM) communications?

consumers generally trust advertising as much as they do WOM

Harley-Davidson motorcycle owners that join a Harley group, Jeep owners that attend events sponsored by Jeep, and Star Trek "Trekkies" are all examples of _____.

consumption subcultures

When consumer input is requested by firms online it is called:

crowdsourcing

Which adopter group represents the critical, second category (13.5 percent) to adopt an innovation?

early adopters

Strong, relatively uncontrollable feelings that affect our behavior are known as _____.

emotions

Consumers have described Apple's products as imaginative and up-to-date. The brand is also considered daring, changing the traditional media models. Based on this description, which dimension of brand personality best describes Apple?

excitement

Individuals' interpretation of stimuli tend to be consistent with their expectations, an effect referred to as the _____.

expectation bias

______ occurs when a stimulus is placed within a person's relevant environment and comes within range of their sensory receptor nerves.

exposure

Which of the following stages of the information-processing model constitute(s) perception?

exposure, attention, and intrepretation

After a very negative service encounter, Zach vents his emotions and seeks emotional and problem-focused assistance from others. This is called _____

expressive support seeking

Shiori prefers to be in a large group rather than alone. She is talkative when with others and is very bold. Which personality trait best describes Shiori?

extroversion

A long-running television commercial for Dial soap would show an individual in various situations with other people (e.g., car pool or elevator). This individual would join the others and look around, appearing to be in discomfort. Then a voice over would say, "Aren't you glad you used Dial...don't you wish everyone did?" Which type of appeal does this illustrate?

fear appeal

Niels and Shelby are married and now in their 50s, and both have careers that keep them very busy. However, their children are grown, so they have more free time and money than they used to have. Which type of product or service are they likely to spend LESS money on than they have in the past?

food at home

Isabella and her husband Noah are now in their 40s and have two children living at home. They have two sons, Dawson is 14 years old and Zach is 11 years old. To which stage of the household life cycle do they belong?

full nest II

Two or more individuals who share a set of norms, values, or beliefs and have certain implicitly or explicitly defined relationships to one another such that their behaviors are interdependent is known as a(n) _____.

group

According to the Census Bureau, all the people who occupy a housing unit is defined as a _______.

household

What is a major difference between delayed full nest I and younger new parents? a. the number of children

income

A new company that developed a touch screen projector system, while initially for universities and business, it now has a consumer version and is running a commercial that is 60 minutes long. The inventor of the system shows the versatility and uniqueness of the product, and several "regular" people demonstrating how easy it is to use. In fact, this system does far more because of the many different ways it can be utilized. Viewers can call the 800 number or visit the Web site to purchase this product. This is an example of a(n) ______.

infomercial

Jorge was gathering information on new smart TVs because he wanted to purchase one for his household. He bought several electronic product magazines, visited several electronics stores, searched the internet, and paid attention to reviews from opinion leaders to learn more about this product. However, he was confronted with so much information that he could not attend to all of it. In fact, he got to the point that he would not attend to it and became frustrated. This is an example of _____.

information overload

________ is a series of activities by which stimuli are perceived, transformed into information, and stored.

information processing

_____ is separating a stimulus object from other objects.

isolation

Which side of the brain is primarily responsible for verbal information, symbolic representation, sequential analysis, and the ability to be conscious and report what is happening?

left

Which of the following is NOT an advertising tactic used to communicate brand personality?

length of the ad

Which of the following is the primary determinant of how material is learned?

level of involvement

Which type of memory is viewed as an unlimited, permanent storage that can store numerous types of information such as concepts, decision rules, processes, affective (emotional) states, and so forth?

long-term memory

Noah finally got a phone number from this girl, and instead of writing it down, he kept repeating it to himself over and over until he could dial the numbers and make the call (didn't help - fake number). Which of the following describes what Noah was doing?

maintenance rehearsal

Simply presenting a brand to an individual on a large number of occasions might make the individual's attitude toward the brand more positive is known as _____.

mere exposure

The energizing force that activates behavior and provides purpose and direction to that behavior is known as _____.

motivation

Which of the following is considered an individual factor affecting attention?

motivation

Nick wears Tommy Hilfiger clothing and drives an expensive automobile. He likes these types of brands because he feels they communicate his image to others. These brands are satisfying Nick's _____.

need for expression

Madeline is very imaginative and appreciative of all types of art. She is very creatively talented, and others come to her for novel solutions to problems because she tends to "think outside the box." Which core trait best describes Madeline?

openness to experience

Niels claims to know everything about Switzerland. He reads about the country, watches Swiss news shows online and even taught a class at a local high school (nobody signed up). He constantly updates himself by visiting Swiss websites, and hangs out with others who are interested in Switzerland as well (not many). Due to his enduring involvement and expertise in this area, Niels would be considered a(n) _____.

opinion leader

Which of the following reflects the relatively stable behavioral tendencies that individuals display across a variety of situations?

personality

Which of the following is NOT a guiding principle for marketing to online communities and social networks?

post marketing content so it does not stand out and appears as just another participant in the community, such as a flog

A few years ago, the makers of Lee jeans, learned from market research that young men perceived the brand more for women. As a result, they developed an advertising campaign targeted to young men and used Buddy Lee, which is a little doll in dungarees that is portrayed as "cool" to alter this market's perception of this brand. The deliberate decision to significantly alter the way the market views its brand is an example of _______.

product repositioning

Which of the following is not a factor affecting the spread of innovations?

profitability

_______ refers to the fact that stimuli positioned close together are perceived as belonging to the same category.

proximity

Shelby doesn't know much about Virtual Reality headsets, so when she went shopping for one, she decided on the model that had the highest price and the best warranty as well as one she had seen a lot of advertising for. Shelby used these factors as ________.

quality signals

Jake and Hannah are in their 40s, childless, and were married for 15 years but are now divorced. However, Hannah has always wanted children, so she adopted a son, Harley, who is now two years old. To which stage of the household life cycle do Hannah and her son Harley belong?

single parent II

Dr. Oz is a doctor that had a weekly health program, and Dr. Oz was seen as highly esteemed in his field and provided medical information for viewers. Sometimes he recommends specific products, and Vincent, a regular viewer of the program, trusts what he says or recommends because he doesn't seem to have an apparent motive to mislead viewers. Which characteristic does Dr. Oz possess?

source credibility

he Geico Gecko, the Jolly Green Giant, and the Aflac duck are examples of _____.

spokecharacters

Which of the following occurs when a company provides financial support for an event such as the Olympics or a concert

sponsorship

Shiori appeared in a television commercial for a local eyewear/designer glasses firm. She tells the audience how she suffered from headaches several times a month due to the wrong glasses she had purchased. However, once she visited this particular store in the mall and picked different glasses, her headaches disappeared. She claimed, "I kept expecting the headaches to come back, but they didn't. I have a whole new lease on life, thanks to LensCrafters!" Which type of ad is this

testimonial ad

Advertisements and packages for Kellogg's Smart Start breakfast cereal include the seal of the American Heart Association, indicating that it is a hearty-healthy choice. This seal can influence consumers to purchase this brand because the American Heart Association has a reputation of trustworthiness and expertise. The seal appearing on packages and in advertisements represents a _____.

third party endorsement

Nick and Ryein have been married for almost twenty years, and this is the first marriage for both of them. They have two children living at home. Which type of family is this?

traditional family

Shelby had an unpleasant experience at the Kiku restaurant one day. She went back to work and told all her coworkers and friends about the experience, and many of them said they would never go back to that restaurant. Which type of communication is this an example of?

word-of-mouth

Which type of communication involves individuals sharing information with other individuals in a verbal form including face-to-face, phone, and the Internet?

word-of-mouth