Consumer Behavior Exam 1

Mary doesn't have much money, but she expresses herself through making crafts for her friends and family. Which VALS2 group best describes Mary?

Makers

The Ritz-Carlton Hotel has a culture that embodies the importance of creating value for guests among all employees. One way this is implemented is giving the front desk employees the authority to correct a problem presented by a guest without having to have approval from a manager. Which type of orientation does his company embrace?

Market Orientation

Community Trust Bank is analyzing its customer data to determine if groups other than simply consumer and business customers can be identified. It is looking at the frequency of branch visits, use of ATMs, online banking activity, loan activity, and account balances for each customer. The bank has identified three groups of customers based on these factors and is considering offering different products to better meet the needs of each group. What marketing concept do these different groups of customers represent?

Market Segmentation

Which of the following is NOT a trend shaping the value received by consumers today?

Market compression

Which theory describes consumers as addressing a finite set of prioritized needs from physiological, safety and security, belongingness and love, esteem, to self-actualization?

Maslow's Hierarchy of Needs

_____ are inner reasons or driving forces behind human actions as consumers are driven to address real needs.

Motivations

The first step in the basic consumption process is _____.

Need Realization

All of the following are considered part of a consumer's personality EXCEPT _____.

Perception

Many store brand packages look similar to national name brand packages. This is done with the hope that consumers' awareness of and interpretation of the package design might lead them to think the less expensive store brand is just as good as the more expensive name brand. This is an attempt to influence consumers' _____.

Perception

Dillard's, a regional department store, requires sales clerks to put a yellow sticker that has a bar code on it when customers purchase products to minimize fraudulent exchanges by unethical consumers. However, sales clerks have overheard shoppers comment that they don't want to purchase an item that has one of those tags on it because they know it is an item that has been returned and put back on the sales floor. Consumers are uneasy about purchasing these items because they don't like the fact that other consumers previously touched them, which is a phenomenon referred to as _____.

Product Contamination

Consumers do not view all soft drinks as identical to one another. Some prefer Coca-Cola, while others will only drink Pepsi-Cola. Still others will not drink either cola and drink only non-caffeinated soft drinks. This marketplace condition in which consumers do not view all competing products as identical to one another is called _____.

Product Differentiation

Walmart's supply chain is as efficient and as economic as possible, which allows it to offer lower prices than competing retailers. With only a few exceptions, Walmart offers the same basic products in all of its stores, even worldwide. What orientation does this illustrate?

Production Orientation

Which type of research includes tools such as case analyses, clinical interviews, focus group interviews, and other tools in which data are gathered in a relatively unstructured way?

Qualitative Research

Selective perception includes all of the following EXCEPT _____.

Selective Retention

True or False: Relationship quality is function of a consumer's perceived value of the relationship.

True

True or False: Utilitarian value is derived from a product that helps the consumer solve problems and accomplish tasks that are a part of being a consumer.

True

All of the following are attitude change theories EXCEPT _____.

congruency theory approach

Balance theory is based on the _____, which states that human beings prefer consistency among their beliefs, attitudes, and behaviors.

consistency principle

Researchers have noted that all of the following are factors that weaken the attitude-behavior relationship EXCEPT _____.

consumers gender

Which of the following occurs when a stimulus does not share enough in common with existing categories to allow categorization?

contrast

Descriptions of how individual consumers differ according to specific trait or patterns of behavior are called _____.

individual difference variables

All of the following are message receiver characteristics affecting comprehension EXCEPT _____.

information intensity

Hillary is imagining herself driving the car she sees in a television commercial. In which type of elaboration is Hillary engaged?

personal elaboration

Jenny is shy and often afraid to speak to other people. She would rather read a book than interact with others. Sometimes she's sad, though, because she would like to be a little more out-going. These thoughts, emotions, and behaviors Jenny exhibits comprise Jenny's _____.

personality

Emotions are considered _____ because they involve both psychological processing and physical responses.

phychobiological

A print advertisement for Nivea skin lotion uses pastel colors and script-type fonts to make it appear feminine. These tangible attributes of the ad that are sensed directly are examples of which characteristic of the message that influences comprehension?

physical characteristics

Which need represents basic survival needs for things such as food and drink?

physiological

Maxine is in her early twenties and imagines herself as the first female president of the United States. Which self-concept does this represent?

possible self

Specific emotions that result from some evaluation or reflection of one's own behavior, including pride, shame, guilt, and embarrassment, are called _____.

self-conscious emotions

The study of symbols and their meaning is referred to as _____.

semiotics

Research has shown that taller, physically-fit salespeople tend to be more successful than shorter, less fit salespeople. These characteristics of the salesperson that might impact their persuasiveness with customers are called _____.

source effects

Which of the following refers to the way in which the human brain senses low-strength stimuli, that is, stimuli that occur below the level of conscious awareness?

subliminal processing

All of the following are dominant traits proposed in the five-factor model (FFM) approach EXCEPT _____

frugality

AIO statements are used to gain an understanding of consumers. What does AIO stand for?

activities, interests, and opinions

Fear appeals tend to be effective when they _____.

- introduce the severity of a threat - present the probability of a threat occurring - explain the effectiveness of a coping strategy - show how easy it is to implement the desired response

_____ is the attempt to derive meaning from information.

Comprehension

Which of the following statements is FALSE regarding comprehension?

Comprehension is not influenced by external factors within the consumer's environment

Which of the following is the level of stimuli to which a consumer has become accustomed?

adaptation level

Which of the following represents the degree of personal relevance a consumer finds in pursuing value from a given consumption act?

Consumer Involvement

Which approach to attitudes posits there are three components to attitudes: affect, behavior, and cognitions?

ABC Approach to attributes

Many senior citizens do not want to go to the doctor because they are afraid they might learn they have some disease. This type of appraisal that focuses on the future that elicits worry and fear, so much so that some consumers avoid going to the doctor, is best described as a(n) _____ appraisal.

Anticipation

Which type of cognitive appraisal focuses on the future and can elicit emotions like hopefulness or anxiety?

Anticipation appraisal

Most consumers easily recognize a round, bouncy toy as a ball. What cognitive organization reaction has occurred?

Assimilation

Over which factor depicted in the Consumer Value Framework does the marketer have the most control?

Atmospherics

Kyle purchased a Macbook Pro and an extended warranty. He also purchased one-on-one training to learn how to use the computer. This is an example of a(n) _____.

Augmented Product

According to the elaboration likelihood model (ELM), information found in automobile advertisements, such as safety ratings and gas mileage, are called _____.

Central Cues

One major problem with using repetition as a mental process to remember things is _____, which means that other things are vying for processing capacity when rehearsing the information.

Cognitive Interference

When consumers recognize they have an unmet need, they usually seek out specific products or services that they believe will satisfy that need and provide value to them. They are willing to give up something, such as money and effort, to find the products or services that will provide the benefits they seek. This process that consumers go through to satisfy their needs is best described as the _____ process.

Consumption

Dana and John are expecting their first child and are purchasing furniture for the nursery. They are searching the Internet, reading parents' magazines and paying attention to the advertisements, and visiting many stores because they want to purchase the best quality furniture that fits their budget. The effort they are expending to ensure they make the right decision can be described as a _____ associated with the consumption process.

Cost

Maria likes brands of clothing and other products that enhance her self-image. Which function of attitudes does this represent?

Ego-Defensive Function

Customers pay money for products they believe will satisfy their needs and wants. This transfer of money for goods or services is best described as _____

Exchange

The cost for a 30-second advertising slot on the Super Bowl was $3 million in 2011, and that's on top of the costs to produce the commercial. Advertisers are spending $3 million to activate which aspect of the consumer perception process?

Exposure

Which group of human motivations is based on the fact that the body naturally reacts in a way so as to maintain a constant, normal bloodstream?

Homeostasis

Characteristic traits of individuals, including personality and lifestyles, are known as _____.

Individual Differences

Erin is engaged in research that seeks to explain the inner meanings and motivations associated with purchasing home furnishings. She interprets meaning through the words that consumers use to describe events or through observations of consumers shopping in furniture stores. What type of research is Erin performing?

Interpretive Research

Holly is a flight attendant on international flights. Sometimes she is just plain tired and grumpy, but she has to remain kind, helpful, and upbeat on her job. This overt management of her own emotional display as part of the requirements of her job is called emotional _____.

Labor

_____ refers to a change in behavior resulting from the interaction between a person and a stimulus.

Learning

Many middle-class Americans live a comfortable lifestyle and can devote time and effort into satisfying their need for personal fulfillment by doing things such as taking language classes, traveling, or volunteering at a local charity. Which need does this represent?

Self-Actualization

Natalie walked by a bakery and her first response was a feeling of desire for something tasty because of the alluring aroma coming from the store. This immediate response Natalie experienced is called _____.

Sensation

The Miller family is building a new house, so they have to get involved in decisions such as plumbing fixtures, flooring, and appliances. They don't really know much about these products and they don't care to know much about them. However, for these purchases they do get involved by visiting show rooms, searching the Internet, and looking at other sources of information. Which type of involvement does this represent?

Situational Involvement

A company has formed a team to decide the direction the organization should take over the next five years. The focus of this team is to come up with a plan that will better position the company to take advantage of opportunities and avoid threats in the changing environment. This team is involved in developing the _____ for the organization.

Strategy

Which of the following statements is FALSE regarding the mere exposure effect?

The size of the effect (increased liking) is as strong as an effect created by a strong cohesive argument.

All of the following are types of involvement EXCEPT _____.

Utilitarian Involvement

Which concept is at the heart of the Consumer Value Framework and the focus of marketing efforts?

Value

Renee is going to a formal dance next month and goes shopping for a full-length gown. The gown is an example of a(n) _____ in the basic consumption process.

Want

Every Disney employee is thought of and trained to be a host or hostess with the express goal of making sure all guests feel good when they are there. Which of the follow refers to the feelings visitors experience while they are there and long after they've left?

affect

Which of the following is a trait examined in consumer behavior research?

all of these choices: value consciousness complaint proneness competitiveness materialism

According to social judgment theory, when an incoming message falls within the latitude of acceptance, _____ occurs.

assimilation

When consumers attempt to organize information, which possible reactions may occur?

assimilation, accommodation, or contrast

A network of mental pathways linking knowledge within memory is called a(n) _____.

associative network

Most consumers have vivid memories of meaningful events in their lives. These are called _____.

autobiographical memories

Some researchers measure brain wave activity to assess consumers' emotional responses to advertising. This type of measurement is called _____.

autonomic

The term marketers use to describe the idea that consumers are often bombarded with too much information in their daily lives is _____.

clutter

"Volvo's are safe automobiles" is an example of which component of attitude?

cognitive

The ATO approach is known as a _____, meaning attitudes are formed holistically across a number of attributes with poor ratings on one attribute being compensated for by higher ratings on another attribute.

compensatory model

When Honda first introduced the Odyssey, it's offering in the mini-van category, it was promoted as the "Honda of mini-vans." Honda was building off of its reputation for marketing reliable and dependable automobiles. Which brand personality dimension does this illustrate?

competence

Which trait may be defined as an enduring tendency to strive to be better than others?

competitiveness

When consumers read an advertisement for a clothing store and believe they will get 50 percent off of the purchase of a second item of equal or lesser value, _____ has occurred.

comprehension

Two factors should be considered when trying to understand how important serving customers well should be to any given organization. The first factor is the competitiveness of the marketing environment, and the second is the _____.

dependency of the marketer on repeat business

_____ is a term used to capture one's awareness of the emotions experienced in a situation and the ability to control reactions to theses emotions.

emotional intelligence

Which of the following is a dimension of materialism?

envy

Many patients believe that when they go to the dentist that the experience will be unpleasant. These thoughts that the experience will be unpleasant influence consumers' _____ and can negatively effect their comprehension and behavior regarding this vital service.

expectations

An advertisement for Corona beer shows a couple lounging in beach chairs on a beautiful beach. The water is crystal clear, the sky is brilliantly blue, and the sand is white. With respect to message characteristics that influence comprehension, the water, sand, and sky represent the _____ in the message.

ground

Ken is purchasing a new computer for his family. To make this purchase, he learns as much as he can understand about computers and decides which one he likes based on that information. Only then will he actually purchase a computer. According to the hierarchy of effects approach to attitudes, which hierarchy best describes Ken's actions?

high involvement

All of the following have been found to be true regarding humor appeals EXCEPT _____.

humor is most effective when it doesn't relate to the product being advertised

According to the psychoanalytic approach to personality, which personality element focuses on pleasure-seeking and immediate gratification?

id

Which approach focuses on the total person and the uniqueness of his or her psychological makeup rather than focusing on one trait across many individuals?

idiographic perspective

Sandra and her husband are considering the purchase of a new washer and dryer. They don't know much about high efficiency appliances, so they search the Internet, talk to friends and family, and visit several stores to enable them to make a good decision. Sandra and her husband are engaged in _____ learning.

intentional

Which of the following is NOT considered a memory storage area in the multiple store theory of memory?

intermediate memory

Which function of attitudes allows consumers to simplify their decision-making processes?

knowledge function

John Deere advertisements usually feature a farmer who uses the company's farm equipment, such as tractors, in their advertisements targeted to other farmers. Which hypothesis would predict that using a farmer in an advertisement for farm equipment will be more effective than using a star athlete, such as basketball star LeBron James?

match hypotheses

Which of the following is a natural reflex that occurs as a response to a threat from the environment and represents a protective behavior?

orientation reflex

All of the following are considered source effects that might influence consumers' attitudes EXCEPT _____.

relevancy

Carly is trying to recall a mathematical equation so she can solve a problem on her math test. The process by which the equation is transferred back into Carly's workbench memory for additional processing is called _____.

retrieval

Most consumers in the United States have a schema representing a wedding that has the bride coming down the aisle with her father, who gives her to the waiting groom. After the ceremony, the groom then kisses the bride. A schema representing an event such as a wedding is called a(n) _____.

script

The just meaningful difference (JMD) represents _____.

the smallest amount of change in a stimulus that would influence consumer consumption and choice

A consumer researcher concentrates on understanding distinguishable characteristics that describe a consumer's tendency to act in an relatively consistent manner. For example, she studies consumer characteristics such as materialism, innovativeness, and need for cognition and their impact on consumers' purchase behavior. Which approach to studying personality is this researcher using?

trait approach