consumer behavior- exam 3- quiz questions
Which is an example of anthropomorphism?
a car owner thinks that his car is cool and fun. he sometimes talks to it as a friend
According to this chapter, marketers segment consumers based on contemporary psychographic research, which includes categories of variables such as ____________
activities, interests, opinions
According to the VAL system, consumers that have strong principles and favor brands are considered ________.
believers
The Pillsbury Doughboy and the Jolly Green Giant are examples of _______
brand personalities
Taco Bell's very successful decision to offer tacos produced with Dorito brand shells is an example of which strategy described in this chapter?
co-branding
Marketers often need to understand consumers' behavior rather than a consumer's behavior. For instance, ______________ is a situation in which more than one person chooses the products or services that multiple consumers use.
collective decision making
When using the ________ rule of decision making, a consumer evaluates brands on the most important attribute, but specific cutoffs are imposed.
conjunctive
The alternatives actively measured during a consumer's choice process are the ________ set.
consideration
Due to ______________, a consumer is more likely to comply with a requirement than to make the effort not to comply.
default bias
The famous psychologist Sigmund Freud proposed that much of one's adult personality stems from a fundamental conflict between a person's ________________ and the necessity to function as a responsible member of society.
desire to gratify his or her physical needs
Lee-Ann Wang is young and enjoys risky activities such as skydiving, bungee jumping, and snowboarding. To which of the following VALS2TM groups would Lee-Ann most likely belong?
experiencers
Neuromarketing refers to the use of MRI tools that try to understand and then apply a human decision maker's multiattribute preferences for a product category.
false
People often make decisions on the basis of mental accounting. One facet of this accounting is making a decision based on the way a problem was posed. This is called ________.
framing
A mental or problem-solving shortcut to make a decision is called a(n) ________.
heuristic
Patti believes that price and quality are closely related for some product categories. When she buys makeup, for example, she always buys the most expensive of her choices. Which term applies to Patti's shortcut to decision making?
heuristics
Based on motivational research, which of the following consumption motives most likely explains a person's motivation to purchase gourmet foods, foreign cars, cigarette holders, or perfume?
individuality
Luke works for a small start-up bank. The organizational structure is flat and collective decision making is the norm. He is fed up with the firm'' copying machine's constant breakdowns and approaches his fellow employees about purchasing a new one. What is Luke's role in this decision?
initiator
The VALS2 group that has the highest degree of resources and innovation is termed the ________. This group is concerned with social issues and is open to change.
innovators
A consumer's ________ refers to the various ways the consumer decides to invest time and money and how these consumption choices reflect his values and tastes.
lifestyle
According to the ________ rule, a product with a low standing on one attribute cannot make up for this position by being better on another attribute.
noncompensatory
The concept of ________ refers to a person's unique psychological makeup and how it consistently influences the way a person responds to his or her environment.
personality
Marketing strategies based on personality differences have met with mixed success, partly because of the way researchers have measured and applied these differences in ________ to consumption contexts.
personality traits
A consumer can recognize problems as either an opportunity or a need. How should promotions differ between those emphasizing opportunities and those emphasizing needs?
promotions emphasizing opportunities should attempt to increase the ideal state, while promotions emphasizing needs should give locations where the products can be purchased
According to ________, utility is defined in terms of gains and losses.
prospect theory
When the ego tries to balance opposing forces, it uses the _______
reality principle
The laundry detergent Cheer was once advertised as "all-tempa-Cheer," with the promise that it was effective regardless of water temperature. Today, its ads promote it for its color-safe properties. Which strategy was involved in developing the brand's new personality?
repositioning
A decision strategy that seeks to deliver an adequate solution rather than the best possible solution is referred to as ____
satisficing
The ________ is the counterweight to the id. This system is essentially the person's conscience. It internalizes society's rules (especially as parents teach them to us) and tries to prevent the id from seeking selfish gratification.
superego
Young teenage girls are very heavy users of makeup (especially eye shadow). Though the size of this market is smaller than the larger adult market, marketers have learned that the consumption pattern is very heavy and these young women experiment with many varieties of products. This market most closely resembles which of the following principles?
the 80/20 principle
Les just bought a megaphone of root beer. As he drinks from the giant cup, he eventually becomes full. One of his friend's comments, "If you don't stop drinking that stuff, you will get sick." Lesreplies, "Hey, I bought it, and I am not going to waste one drop of it." Les's behavior best illustrates _______
the sunk-cost fallacy
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?
the superego
Esso (now Exxon in the United States) used the work of Ernest Dichter to influence its "Put a Tiger in Your Tank" ad campaign. Which of the following conclusions formed the rationale for the famous campaign?
the tiger supplies powerful animal symbolism and it contains vaguely sexual undertones
It is possible to use psychographics to identify distinct segments even for mundane products such as soap.
true
Consumer researchers have adapted some of Sigmund Freud's ideas. In particular, his work highlights the potential importance of ________ that influence(s) our purchases.
unconscious motives
Jim sees himself as being confident, powerful, and heroic. According to the BrandAsset Archetypes model developed by ad agency Young & Rubicam, Jim would be classified as a ___
warrior
