Consumer Behavior Test 1

Market Segments

"Heavy users": 20%, "Light users": 80%

Courses of Action

-voice -private -third-party response

The Levels of the Extended Self

1. Individual 2. Family 3. Community 4. Group

Cognitive Development

1. Limited 2. Cued 3. Strategic

Five Stages of Consumer Development

1. observing 2. making requests 3. making selections 4. making assisted purchases 5. making independent purchases

The 80/20 rule

80% of your profit is made from 20% of your customers

The process of learning values from other cultures is called ________.

Acculturation

An individual with a high need for ________ would be most likely to place a premium on products and services that signify success.

Achievement

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 any attention to these ads because they have become familiar. Which of the following is affecting Mary's response to the ads?

Adaptation

Motivation that is driven by raw emotions is called ________.

Affect

If a consumer were to pursue products and services that seemed to alleviate loneliness, such as playing team sports, going to a bar, and/or shopping in busy malls, the consumer would be expressing a need for ________.

Affiliation

________ refers to a person's unique psychological makeup and how it consistently influences the way a person responds to his/her environment.

Archetype

The process of curation refers to what product(s)?

Art, Travel, Food

When Coke weaves a sound into a piece of music, the advertisement is using ________.

Auto Watermarking

Which theory listed below assumes that learning take place as the result of responses to external events?

Behavioral Learning

Rules of conduct that guide actions in the marketplace are called ________.

Business Ethics

Which of the following was first demonstrated by Ivan Pavlov?

Classical Conditioning

________ is where a person derives his or her identity in large measure from a social group.

Collective self

Perceptual Map

Company's or brand's strengths and weaknesses in comparison with competitors

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

Conditioned stimulus; unconditioned stimulus

A(n) ________ is a person who identifies a need or desire, makes a purchase, and then disposes of a product.

Consumer

Which term refers to sensations that subtly influence how we think about a product?

Context Effect

Bayer HealthCare Pharmaceuticals established a new campaign for Yaz birth control to ensure consumers understand that Yaz does not treat PMS, a claim which had been made in early Yaz advertisements. Bayer is using ________.

Corrective Advertisements

What form do psychographic studies take?

Data that describes a group of people in terms of their tastes, opinions, personality traits, and lifestyle habits.

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

Eastern

A transaction in which two or more organizations or people give and receive something of value is called ________.

Exchange

________ suggests that expectations of achieving desirable outcomes— positive incentives— rather than being pushed from within motivate our behavior.

Expectancy Theory

Bart was a mortuary worker who noticed that there seemed to be a social class difference in what people placed on the graves of departed family members. What Bart observed was a class difference in how people manifest the relationship between external objects and the ________ self.

Extended

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

Extinction

Which act makes it illegal for American executives to bribe foreigners to gain business?

Foreign Corruption Practices Act

In the motivation process, the desired end state is the consumer's ________.

Goal

As manufacturing costs decrease and the amount of products that people accumulate goes up, consumers increasingly want to buy things that will provide ________ value.

Hedonic

When a woman buys expensive jewelry, which of the following needs is most likely being expressed?

Hedonic

Social Criticisms of Marketing's Impact on Individual Consumers

High prices Deceptive practices High-pressure selling Shoddy, harmful, or unsafe products Planned obsolescence Poor service to disadvantaged consumers

Jim Smith thinks he should be more outgoing. He is looking at his ________.

Ideal self

________ is the promotional strategy that involves select consumers altering some aspects of their selves to advertise for a branded product

Identity marketing

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.

Incidental

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

Though the Organization for Economic Cooperation and Development (OECD) outlaws bribery in business practices, it is still common in ________.

Japan, Mexico, Germany

A relative permanent change of behavior is called ________.

Learning

Which of the following is NOT considered a demographic?

Lifestyle

The importance people attach to worldly possessions is called ________.

Materialism

________ refer(s) to the processes that lead people to behave as they do.

Motivation

In the Western Culture the color black is often associated with ________.

Mourning

Instrumental conditioning is also called ________.

Operant Conditioning

Which of the following is a benefit organizations receive when customers complain?

Opportunity to correct the situation

Provenance

Origin matters

The process by which people select, organize, and interpret sensations is called ________.

Perception

Match.com and eharmony.com measure identifiable personal characteristics called ________.

Personality traits

If a woman receives compliments after wearing Obsession perfume, she is more likely to keep buying the product and wearing it. What type of instrumental conditioning has occurred in the situation?

Positive Reinforcement

Which of the following time periods is encompassed in the study of consumer behavior?

Pre-purchase, Purchase, Post-Purchase

When consumers are unhappy with a product, they boycott the product and/or store and express dissatisfaction to friends. This is called ________ response.

Private

Jenny Rowlins is absolutely exhausted after her shopping trip to pick out a dress for her sorority's formal event. The stores were crowded, and none of her favorite shops carried a dress that she liked in her size. After spending hours at the mall, Jenny decided to order her dress online and just return it if it was not exactly right. This story is an example of how consumer behavior is a(n) ________.

Process

When marketer's use psychological, sociological, and anthropological factors to analyze a market, they are using ________.

Psychographics

According to Maslow's hierarchy of needs, the lowest order (e.g., most basic) of needs is ________.

Psychological

When the ego tries to balance opposing forces, it uses the ________.

Reality principle

Research has indicated that the color ________ creates feelings of arousal and stimulates appetite.

Red

________ summarizes the beliefs a person holds about his own attributes and how he/she evaluates their self on those qualities.

Self-concept

If a female consumer sees an ad about a woman who can no longer fit into her old bathing suit, the consumer might think about her own situation and make a personal pledge to lose weight before summer arrives. This would be an example of marketing communications that attempt to influence a consumer's level of ________.

Self-esteem

________ is the way we assume others expect us to act.

Self-fulfilling prophecy

Companies that think carefully about the impact of sensations on product experiences are practicing ________.

Sensory Marketing

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 ________.

Sensory Overload

Interpretivist Approach

Socially constructed, multiple Understanding Time-bound context dependent multiple simultaneous shaping events interactive cooperative with researcher being part of phenomenon under study

Which term refers to the process by which the way a word sounds influences the listener's assumptions about what the word describes?

Sound Symbolism

Which of the following values is most associated with materialists?

Status

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?

Stimulus and Response

According to the sociological tradition of ________, relationships with other people play a large part in forming the self.

Symbolic Interactionism

Stimulus generalization refers to ________.

The tendency of stimuli similar to a conditioned stimulus to evoke similar, conditioned responses

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.

When consumers are unhappy with a product, they may file a complaint in the form of legal action, Better Business Bureau complaint, or publishing a negative review. This is called a ________ response.

Third-party

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

"Casual Fridays" in American workplaces encourage the expression of a person's ________.

Unique Self

In its advertising, an automobile company emphasizes the fuel economy, safety rating, and resale value of its car. The company is trying to appeal to which of the following consumer needs?

Utilitarian Needs

LOHAS:

an acronym for people who live "lifestyles of health and sustainability."

Tanya would really love to have a full- length mink coat; however, animal rights (and animal rights activists) have caused her to reconsider making such a purchase. This situation illustrates a(n) ________.

approach-avoidance conflict

A triple bottom-line orientation

business strategies that strive to maximize return in three ways: • Financial • Social • Environmental

Objective of marketing:

create awareness that needs exist, not to create needs

Social Marketing

encourages positive behavior and discourages negative activities

Stages of Perception

exposure, attention, interpretation

Cognitive learning theories

focus on consumers as problem solvers who learn when they observe relationships

Behavioral learning theories

focus on stimulus-response connections

semiotics

how marketers use symbols to create meaning

According to Freud, the part of the personality that seeks immediate gratification is called the ________.

id

Personality traits

identifiable characteristics that define a person

Consumer Misbehaviors

illegal acquisition and product use Consumer theft and fraud

Factors Leading to Adaptation

intensity, duration, discrimination, exposure, relevance

Agentic roles

men are expected to be assertive and have certain skills

Five Types of Perceived Risk

monetary risk functional risk physical risk social risk psychological risk

Utilitarian needs

needs motivating consumers to go shopping to accomplish a specific task

Positivist Approach

object tangible single prediction time free, independent separation between researcher and subject

Transformative Consumer Research

promotes research projects that include the goal of helping people or bringing about social change

Self-esteem

refers to the positivity of a person's self-concept.

Hedonic needs

relating to or considered in terms of pleasant (or unpleasant) sensations, emotional response

Instrumental conditioning

the individual learns to perform behaviors that produce positive outcomes and to avoid those that yield negative outcomes (also operant)

Corporate Social Responsibility (CSR)

the process of encourage organizations to make a positive impact on stakeholders

Consumer Behavior

the processes involved when individuals or groups select, purchase, use, or dispose of products, services, ideas, or experiences to satisfy needs and desires

Gestalt

the whole is greater than the sum of its parts

Communal roles

women are taught to foster harmonious relationships