Consumer Behavior Chapter 5,6,7,8

Adaptation

A characteristic that improves an individual's ability to survive and reproduce in a particular environment. Mary Nabholz travels the same way to work every day. She notices advertisements in store windows when the ads first go up. However, after a few days, Mary no longer pays attention to these ads because they have become familiar. Which of the following personal selection factors is affecting Mary Nabholz's response to the ads?

variable-interval reinforcement

A form of partial reinforcement where rewards are provided after an unpredictable time interval has passed since the response A department store decides to use "secret shoppers" at unannounced times to test for service quality among its personnel. Store personnel are rewarded for excellent service attitudes. Which of the following reinforcement schedules would most likely apply in this situation?

Symbol

A thing that represents or stands for something else, especially a material object representing something abstract. A(n) _____________ is a sign that relates to a product by either conventional or agreed-on associations.

Stronger

According to Weber's Law, the __________________ the initial stimulus, the greater a change must be for people to notice the change.

stimulus and responce

Behavioral learning theorists do not focus on internal thought processes; rather, they look to external evidence to study learning. What aspects of the environment are of most concern to behaviorists in studying learning?

Many ______________ cultures stress the importance of a collective self, in which an individual's identity is derived in large measure form his or her social group.

Eastern

Archetypes (Jung)

Emotional symbols that are common to all people and have been formed since the beginning of time According the the theories of Carl Jung, our shared memories create ____________ , which involve universal themes and appear frequently in myths and stories across cultures.

Sensory

Having to do with seeing, hearing, feeling, tasting, or smelling When a gas station blows "fresh coffee smell" around the gas pumps to tempt customers to come inside for a cup, the gas station is using a form of __________________ marketing to influence customers.

recognition

In a typical _________________ test, subjects are shown ads one at a time and asked if they have seen them before.

positive reinforcement

Increasing behaviors by presenting positive stimuli, such as food. A positive reinforcer is any stimulus that, when presented after a response, strengthens the response. If a woman gets compliments after wearing Obssession perfume, she is more likely to keep buying the product and wearing it. What type of instrumental conditioning has occurred in the situation?

sexual symbolism

Most Freudian applications in marketing relate to the product's supposed ________.

principle of similarity

Objects with a shared feature (shape) will likewise be perceived as a single group A new Green Giant ad campaign relied on the _______________ when it used a redesigned package for Green Giant products that showed the Green Giant in a "sea of green." It was felt that the Green Giant products were now unified under a common design banner.

Gestalt Psychology

Our brains tend to relate incoming sensations to others already in memory, based on some fundamental organizational principles. These principles derive from _________________ , a school of thought that maintains that people interpret meaning from the totality of a set of stimuli rather than from any individual stimulus.

two-factor theory

Schachter's theory that to experience emotion one must (1) be physically aroused and (2) cognitively label the arousal The fine line between familiarity and boredom has been explained by the __________ , which proposes that two separate psychological processes are operating when a person is repeatedly exposed to an ad.

positioning strategy

The ______________ for a brand guides how a company uses elements of the marketing mix to influence the consumer's interpretation of the brand's meaning in the marketplace relative to its competitors.

periferal

The _________________ route to persuasion is taken when the receiver is not really motivated to think about the arguments made in a communication message.

contrast

The state of being noticeably different from something else when put or considered together. Size, color, position, and novelty are all strategies for creating which of the following?

cognitive learning

What type of learning theory emphasizes that people are problem solvers who actively use information from the world around them to master their environment?

sensory

__________________ memory permits temporary storage of information we receive from our senses.

stimulus discrimination

a differentiation between two similar stimuli when only one of them is consistently associated with the unconditioned stimulus According to the theory of classical conditioning, _____________ should be encouraged by promoting unique attributes of a well-established brand.

nostalgia

a longing for something past; homesickness Many marketers use "the good old days" as a common theme in promotional messages. This is a strategy of focusing on _______________ .

Kinsei engineering

a philosophy that translates customers' feelings into design elements

source

a place, person, or thing from which something comes or can be obtained. In the communications model, the element in which the message originates is the _____________ .

Learning

a relatively permanent change in an organism's behavior due to experience

Equity Theory

a theory that states that people will be motivated when they perceive that they are being treated fairly Brand ____________ refers to the extent to which the consumer is willing to pay more for the branded version of a product than for a non-branded version.

individuality

a total character that distinguishes an individual from others Based on motivational research, which of the following consumption motives most likely explains a person's motivation to purchase gourmet foods, foreign cars, or perfume?

___________________ refers to a strategy in which a message compares two or more specifically named or recognizably presented brands and evaluates them in terms of one or more specific attributes.

a. Comparative advertising ** b. Cognitive differentiation c. Conclusion advertising d. Emotional appeal

In a Freudian interpretation, what is the function of the ego?

a. The ego is a system that mediates between the id and the superego.

A Unilever-sponsored survey that asked American women how they felt about their appearance reported which of the following?

a. The majority of respondents believe that our society does not use reasonable standards to evaluate women's beauty.

A company wants to persuade a customer to buy its products. If the consumer is characterized as having a high degree of involvement with products that are sold by the company, what route to persuasion will the company most likely take?

a. a central route ** b. a circular route c. a peripheral route d. a parallel route

Which theory of attitudes states that people are motivated to take action to resolve inconsistencies between attitudes and behaviors?

a. balance theory b. theory of cognitive dissonance *** c. self-perception theory d. social judgement theory

An active attempt to change attitudes is called ______________ .

a. behavior modification b. cognition c. persuasion ** d. communication

Which of the following is NOT one of the four levels of the extended self?

a. community level b. social level **** c. individual level d. family level

A politician attempts to gain support for her campaign for mayor by releasing a poll showing that almost 70 percent of the city's voters support her position on property taxes. What basic psychological principle is the politician using to persuade voters that she should be the next mayor?

a. consensus ** b. authority c. consistency d. liking

The source of a message has an impact on whether the message will be accepted or not. Two particularly important source characteristics are __________________ .

a. culture and ethnicity b. attractiveness and recency c. credibility and attractiveness ** d. credibility and recency

What form of marketing is based on the premise that a marketer will be much more successful when he communicates with consumers who have already agreed to listen to him?

a. e-commerce marketing b. permission marketing ** c. behavioral targeting d. segmented marketing

Which of the following attitude functions is associated with a focus on particular social identities and lifestyles (e.g., "What sort of man reads Playboy?")?

a. ego-defensive b. utilitarian c. knowledge d. value-expressive **

The _______________ hierarchy assumes the consumer does not initially have a strong preference for one brand over another. Instead, a consumer acts on the basis of limited knowledge and then forms an evaluation only after the product has been purchased or used.

a. habitual b. standard learning c. experiential d. low-involvement **

Researchers agree that there are various levels of commitment to an attitude. The highest level of involvement is _____________________ .

a. identification b. actualization c. internalization ** d. compliance

All multi-attribute attitude models specify the importance of three elements. Two of those elements are attributes and beliefs. What is the third element?

a. importance weights ** b. motivations c. recency of events d. action variables

Rick Tuan has a unique problem. He must persuade a good friend to stop smoking. He knows that if he just says "Quit," his message will be rejected. Instead, Rich chooses to offer a ____________ message in which he presents the positives and negatives of quitting smoking. He feels sure that this approach will have a greater likelihood of success with his friend.

a. supportive b. refutational c. two-sided ** d. low-involvement

Which theory of attitudes assumes that people assimilate new information about attitude objects in light of what they already know and feel, using an initial attitude as a frame of reference to categorize new information?

a. theory of cognitive dissonance b. self-perception theory c. multi-attribute theory d. social judgement theory **

Researchers have added to the original Fishbein multi-attribute model. The name of this extended-Fishbein model is the __________________________ .

a. theory of reasoned action ** b. linked Fishbein model c. subjective norm model d. Phillips approach

People in every culture adorn or alter their bodies in some way. Decorating the self serves a number of purposes. Which of the following in NOT one of those purposes?

a. to indicate expected life-span **** b. to enhance sex-role identification c. to place the individual in the social organization d. to separate group members

Experiential Hierarchy

affect --> behavior --> cognition --> attitude based on hedonic consumption According to the ___________________ hierarchy, the consumer considers purchases based on an attitude of hedonic consumption (such as how the product makes him or her feel or the fun its use will provide).

personality

an individual's characteristic pattern of thinking, feeling, and acting _________________ refers to a person's unique psychological makeup and how it consistently influences the way a person responds to his or her environment.

operant

any behavior that is voluntary Another name for instrumental conditioning is _________________ conditioning.

In instrumental conditioning, what is the distinction between negative reinforcement and punishment?

b. Negative reinforcement occurs when a negative outcome is avoided, while punishment occurs when an action causes a negative outcome.

Do fear appeal ads work? Which of the following best answers this question?

b. The work if the threat is moderate and when a solution to the problem is presented.

Consumers who have ________________ are particularly good targets for marketing communications that use fantasy appeals.

b. a large gap between their real and ideal selves

The ideal self is a person's conception of how she ________________ .

b. would like to be

The extended self is comprised of ________________ .

c. external objects we consider a part of us

sensory overload

condition resulting from excessive sensory input to which the brain is unable to meaningfully respond The average adult is exposed to about 3,500 pieces of advertising information every single day, far more information than they can or are willing to process. Consumers who are exposed to more information than they can process are in a state of ______________ .

Which of the following best defines what is implied by the symbolic self-completion theory?

d. Consumers who have an incomplete self-definition tend to buy products that complete their identity.

Classical conditioning takes place when a(n) ________________ is continuously matched with a(n) __________________ .

d. conditioned stimulus; unconditioned stimulus

personality traits

enduring characteristics that describe an individual's behavior Popular online matchmaking services such as match.com and eharmony.com offer to create your "personality profile" and then hook you up with other members whose profiles are similar. This approach focuses on the quantitative measurement of ______________ .

attitude

feelings, often influenced by our beliefs, that predispose us to respond in a particular way to objects, people, and events A(n) _________________ is a lasting, general evaluation of people (including oneself), objects, advertisements, or issues.

self-esteem

how much you value, respect, and feel confident about yourself ____________________ refers to the positivity of a person's self-concept.

body image

how you see and feel about your appearance and how comfortable you are with your body _________________ refers to a consumer's subjective evaluation of his or her physical self.

Telescoping

inaccurate recall of time Erika landed a job as an analyst for a small marketing research firm whose task was to observe and probe patient behaviors at a small Midwestern clinic. In her study, she noticed that many of the patients had a tendency to underestimate the time since their last doctor visit. The memory lapse she observed was due to a memory problem called ____________ .

incidental

occurring as a minor consequence of something more important Much learning takes effort and time, but some learning is so casual as to be unintentional. This type of learning is referred to as _______________ learning.

Von Restorff effect

occurs when recall is better for a distinctive item, even if it occurs in the middle of a list Almost any technique that increases the novelty of a stimulus also improves recall of the stimulus. This result is called the _____________ .

self-image congruence models

research that suggests we choose products when their attributes match some aspect of the self

social outcast

someone who has no power or influence in society; someone a community has rejected Historically, people have most closely associated tattoos with ______________ .

Memory

the ability to store and retrieve information over time ___________________ involves a process of acquiring information and storing it over time so that it will be available when needed.

interpretation

the action of explaining the meaning of something Which of the following refers to the meanings we assign to sensory stimuli?

Priming

the activation, often unconsciously, of particular associations in memory In the process of ________________ , certain properties of a stimulus evoke a schema.

Extinction

the diminishing of a conditioned response If a conditioned stimulus is only occasionally matched with an unconditioned stimulus, the association between the two will become weakened. This is called _____________ .

trade dress

the image and overall appearance of a product Some color combinations come to be so strongly associated with a corporation that they become known as the company's ___________________ .

JND (just noticeable difference)

the minimum difference we can detect between two stimuli

Superego

the part of personality that, according to Freud, represents internalized ideals and provides standards for judgment (the conscience) and for future aspirations An advertisement emphasizes that if a consumer uses a certain deodorant he or she will not offend other people and will not cause problems in the workplace because of bad body odor. What part of the Freudian system is this ad appealing to?

Perception

the process of organizing and interpreting sensory information, enabling us to recognize meaningful objects and events

service scripts

the sequence of events a consumer expects to experience in a service situation Melissa knows that when she goes to the dentist she must make an appointment, show up on time, bring proof of insurance, and have her teeth cleaned before any other dental services will be performed. With respect to her visit to the dentist, Melissa has learned a schema known as a(n) __________________ .

perceptual defense

the tendency for consumers to avoid processing stimuli that are threatening to them An individual may not process stimuli that are in some way threatening, or may distort the meaning of a stimulus to make it less threatening. This type of perceptual filter is called ___________________ .

halo effect

the tendency to draw a general impression about an individual on the basis of a single characteristic The ______________ refers to the tendency people have to react to stimuli similar to an original stimulus in a classical conditioning situation in much the same way they responded to the original stimulus.

stimulus generalization

the tendency to respond to a stimulus that is only similar to the original conditioned stimulus with the conditioned response the tendency of stimuli similar to a conditioned stimulus to evoke similar, conditioned responses

absolute threshold

the weakest amount of a stimulus that a person can detect half the time The _______________ threshold refers to the minimum amount of stimulation that can be detected on a sensory channel.

habituate

to become used to According to the exposure factor leading to adaptation, frequently encountered stimuli ________________ as the rate of exposure increases.

exposure

to come in contact Ben Perez is driving along a mountain road. In the distance, he sees a road crew working on a fallen tree that has blocked the highway. When Ben first sees the road crew, which of the following perceptual processes has been engaged?

anthropomorphize

to give a non-human a human personality When we ______________ products, we evaluate them using schemas we typically apply to classify people.