Consumer Behavior- test 2

Ruben is a product manager for a product sold to customers who have recently reached the retirement age. His research has consistently told him that his customers do not want to think of themselves as old. According to self-image congruence models, which of the following would be the best slogan for Ruben's product?

"Stay Active . . . Enjoy Life"

The U.S. government estimates that ________ of American adults are overweight or obese

66%

One important system of psychographic research measures AIO categories. What do AIOs measure?

Activities, Interests, and Opinions

________ refers to the possession of both masculine and feminine traits.

Androgyny

Why are approach-approach conflicts likely to create more cognitive dissonance than approach-avoidance conflicts?

Approach-approach conflicts result when both alternatives are positive. The selection of one requires the rejection of another, which creates a need for a cognitive explanation of why one positive choice was not selected.

Researchers believe that the American gay, lesbian, bisexual, and transgendered (GLBT) market is about the same size as the ________ population in the United States.

Asian American

________ refers to a person's feelings about his or her body.

Body cathexis

______ refers to a consumer's subjective evaluation of his or her physical self.

Body image

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

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

People in every culture adorn or alter their bodies in some way. Decorating the self serves a number of purposes. Which of the following is NOT one of those purposes? A) to separate group members from non—group members B) to place the individual in the social organization C) to enhance sex-role identification D) to indicate expected life-span

D) to indicate expected life-span

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

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

Expectancy theory

Which of the following theorists proposed that an individual's adult personality results from a conflict between the individual's desires to gratify his or her physical needs and the necessity of functioning within a society?

Freud

Power distance, individualism, and uncertainty avoidance are some of the values measured by ________.

Hofstede's Cultural Dimensions

Lindsay believed that customers would come to view her new resort hotel with high personal involvement because it was a quality property with an excellent view. Instead, she found that many of her customers came to the hotel only when she offered special price discounts. What aspect of consumer involvement had Lindsay ignored?

Lindsay forgot that consumer involvement includes personal factors and situational factors as well as object factors.

Which of the following scholars is given credit for developing the ideas that serve as the basis for a number of personality tests, including the Thematic Appreciation Test?

Murray

Do sex-related ads work? Which of the following best answers this question?

Overall, the use of a strong sexual appeal is not very well received.

Men around the world seem to prefer women who have reproductive potential, and women seem to prefer males who have power and influence. In some cultures, both men and women seem to prefer lighter skin tones, while in others both men and women prefer darker skin tones. What do these findings imply about how an ideal of beauty is established?

Part of the ideal of beauty seems to be genetic or instinctual, and part of it appears to be cultural, or learned.

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

Self esteem

________ are characteristics and behaviors that people stereotypically associate with one gender or the other.

Sex-typed traits

T/F Considering the effects of cognitive dissonance, supplying customers with additional reinforcement after a purchase can be a good marketing strategy.

TRUE

T/F: A goal has valence, which means it can be positive or negative

TRUE

T/F: Most current explanations of motivation focus on cognitive factors rather than biological ones to understand what drives behavior.

TRUE

T/F: Social comparison is a basic human tendency.

TRUE

T/F: The theory of cognitive dissonance is based on the premise that people have a need for order and consistency in their lives and that a state of tension is created when beliefs or behaviors conflict with one another.

TRUE

) A marketing study found that respondents believed that a dark-haired model would be more effective in selling gold jewelry than a blond-haired model would be if the dark-haired model was not perceived to be ethnic. What two ideas of using celebrities as communication sources are most likely to be at work here?

The celebrity's image should match that of the product and should embody cultural meaning.

What does the sleeper effect suggest about source credibility?

The effectiveness of positive sources over negative sources can be erased over time.

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

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

) Public hearings are being held to discuss whether a new nuclear power plant should be built. An expert on nuclear plants testifies that modern safeguards make the plant secure from dangerous accidents. A local woman speaks and states that she knows nothing about nuclear power, but the idea of having a plant nearby frightens her and her children. Which of the two parties has the most immediate ability to change attitudes of the audience? Considering the sleeper effect, what will likely happen over time?

The expert will have the most ability to change attitudes, but his influence will decrease over time as the woman's argument gains force.

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

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

Despite improvements to the Fishbein model, all of the following are considered to be obstacles to predicting behavior using this model EXCEPT which one?

The model has relatively weak theorems about attitudes

________ is based on the premise that people have a need for order and consistency in their lives and that a state of tension exists when beliefs or behaviors conflict with one another.

The theory of cognitive dissonance

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

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

They work if the threat is moderate and when a solution to the problem or difficulty is presented.

Which of the following best describes the findings of research on using two-sided messages to communicate with consumers?

Two-sided messages can be quite effective, yet marketers rarely use them.

) 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 central route

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

a large gap between their real and ideal selves

The balance theory perspective involves relations among three elements (a triad). Which of the following is one of the elements of the triad?

a person and his or her perceptions

The way a culture arranges values in order of importance is referred to as ________.

a value system

Franz Schmidt is a German teenager. His father was recently transferred to Tokyo, Japan. Franz realizes that he will have to make a big adjustment to be successful in this new environment. As Franz and his family make an adjustment to the Japanese culture, they will go through a learning process called ________.

acculturation

learning the value system and behaviors of another culture

acculturation

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

achievement

What do the "A, B, Cs" of the ABC model of attitudes stand for?

affect, behavior, and cognition

A society that expects males to pursue ________ goals stresses male self-assertion and mastery.

agentic

The World Gold Council recently launched the "Lost Ring Hunt" with a billboard in Times Square announcing that a woman lost her gold wedding band. Viewers of the ad are encouraged to follow Twitter to discover clues that will help them find the lost ring. The first person to identify the location of the ring will win a cash prize and a trip to New York City. The "Lost Ring Hunt" is an example of a(n) ________.

alternate reality game

Mary Chen is torn between going home for the holidays to visit her parents in China or going on a skiing trip with friends from college. Mary would love to be able to do both. Which of the following motivational conflicts will Mary most likely experience as she makes her decision?

an approach-approach conflict

Bill has a toothache, and he wants the tooth to stop hurting. However, he has always been afraid to go to a dentist. What type of motivational conflict is Bill experiencing?

an approach-avoidance conflict

What type of conflict exists when we desire a goal but wish to avoid it at the same time?

approach-avoidance conflict

According to the theories of Carl Jung, our shared memories create ________, which involve universal themes and appear frequently in myths and stories across cultures.

archetypes

A(n) ________ is a lasting, general evaluation of people (including oneself), objects, advertisements, or issues.

attitude

The functional theory of attitudes was initially developed to explain how ________.

attitudes facilitate social behavior

Source ________ refers to the message source's perceived social value.

attractiveness

Matthew assumes the virtual identity of Vlad the Conqueror and is able to see himself in an online game as an armored attack robot. This visual identity is called a(n) ________.

avatar

Shanshea worked hard to finish her engineering degree at M.I.T., and she proudly displays a bumper sticker declaring "M.I.T. Engineer" on her car. This bumper sticker is an example of a(n) ________.

badge

Jake is a high school wrestler who often struggles to "make weight" to qualify for his desired weight category for a wrestling meet. Jake often weighs himself ten times a day and tightly controls how much he eats, feeling miserable about any appearance of fat on his body and disguising his body in baggy pants and roomy sweatshirts. If he doesn't reach his desired weight, Jake feels like a failure. This is an example of ________.

body dysmorphic disorders

According to the basic ABC model of attitudes, ________ refers to the beliefs a consumer has about an attitude object.

cognition

What is the first step in the standard learning theory hierarchy approach?

cognition

Many societies, such as the United States, have a tendency to expect women to pursue ________ goals and men to pursue ________ goals.

communal; agentic

According to recent research, which of the following is not one of the three American models of masculine identity?

communicator

________ 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.

comparative advertising

The Sims Online and Webkinz are both examples of ________, part of the growing market of real-time, interactive virtual worlds.

computer-mediated environments

The segment of consumers called LOHAS is most closely associated with the value of ________.

conscientious consumerism

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?

consensus

Freelancers and fans film their own commercials for their favorite products and post them on Web sites. This is referred to as ________.

consumer-generated content

Attributes of self-concept can be described along several dimensions. When Rudi Gonzalez sees himself as handsome, Rudi is using the self-concept dimension of ________ to form his view.

content

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

credibility and attractiveness

When Christians adopted the winter solstice festival as their celebration of the birth of Jesus, they integrated a foreign influence and assigned it new meaning. This process is called ________.

creolization

The local Harley-Davidson motorcycle outlet has special events on Saturday mornings. Vintage bikes are shown, food is served, and some people travel more than 100 miles on their Harleys to be there almost every Saturday morning. The motorcycle outlet's marketing approach is successful because Harley-Davidson has become a ________ product.

cult

Elements in television commercials have positive and negative effects. Which of the following characteristics is most likely to have positive effects?

demonstration of product in use

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

dentity marketing

Motivational research relies on ________ individual consumers

depth interviews of

Seth Hernandez is sitting in a class that precedes lunch. His stomach begins to rumble and grumble. Instead of thinking about the day's lecture, Seth begins to think about lunch and his choice of places to eat. He even begins to narrow down the selection of foods that he might want for lunch. Seth is focusing on biological needs that are at present unfulfilled and have produced what might be thought of as an unpleasant state of arousal. Which of the following theories best describes Seth's experience?

drive theory

What theory of motivation is related to the idea that customers desire a state of balance called homeostasis?

drive theory

Kanisha is confronted with a strange set of products during her most recent visit to the cosmetics counter at her favorite department store. Urban Grunge nail polish is "hot, hot, hot" according to recent ads. Kanisha likes the idea of a new nail polish but is unsure about the image that might be projected by the dull colors of the nail polish line. With such names as Street Slime, Garbage Goo, and Trash Can, caution might be the right move. Which of the following attitude functions most closely matches with Kanisha's purchase decision?

ego-defensive function

Products and services can be made and sold across international borders. A product marketed by focusing on the variations across cultures is marketed according to a(n) ________ perspective.

emic

The process of learning the beliefs and behaviors endorsed by one's own culture is called ________.

enculturation

Brand ________ refers to the extent to which a consumer holds strong, favorable, and unique associations with a brand in memory—and the extent to which the consumer is willing to pay more for the branded version of a product than for a non-branded version.

equity

Jill was planning on traveling over spring break, but she didn't want to spend a lot of money on the airfare. Even though it took more time, she went online to get tickets instead of going to a travel agent. What theory of motivation best explains Jill's behavior?

expectancy theory

Studies suggest that the ideal self appears to be more relevant than the actual self as a comparison standard for highly expressive social products. Which of the following examples would best illustrate the relationship between the ideal self and highly expressive social products?

expensive perfume

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).

experiential

Dorothy's red shoes in the Wizard of Oz (1939) exemplify which of the following concepts of the self?

extended self

The extended self is comprised of ________.

external objects we consider a part of us

Which of the following is characterized by a sense of playfulness, a distorted sense of time, and mental enjoyment of the activity for its own sake?

flow state

Tomboy Tools sells a full line of pink hand and power tools ergonomically designed for women. This is an example of a(n) ________ product.

gender-bending

Which of the following psychographic studies would place a large sample of respondents into homogeneous groups based on similarities of their overall preferences?

general lifestyle segmentation

People all over the world share the ideal of a material lifestyle and value well-known transnational brands that symbolize prosperity. This trend is part of a(n) ________.

global consumption ethic

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

goal

Amar Johnson lives, eats, and breathes pro football. His favorite team is the Dallas Cowboys. His home looks like a Dallas Cowboys' gift shop and museum. Amar's extended self is on the ________ level.

group

Physically attractive people are perceived as smarter, cooler, and happier than average people. These perceptions are a result of a ________.

halo effect

Based on the 80/20 rule, a company tries to identify and focus on the ________ of its product.

heavy users

Bret Thomas has always dreamed of becoming a jet fighter pilot. After seeing the movie Top Gun, Bret bought pilot's sunglasses and even gave himself a "call sign"—Snake. Bret's fantasies or emotional responses are called ________ needs.

hedonic

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

hedonic

Jane Jones loves liver and onions. She often sees this dish available in cafeterias; however, she has also overheard fellow cafeteria patrons commenting that "only old people eat liver—how disgusting!" Because of the social criticism that she has overheard, Jane almost never buys liver and onions when she is out in public. Jane would best be characterized as being engaged in ________.

high self monitoring

A(n) ________ is a particular model, or exemplar, of appearance.

ideal beauty

Clay often exaggerates his positive qualities on his Facebook updates. He rationalizes the exaggerations by saying, "Who cares what I'm really like anyway?" Clay has separated his ________ self from his ________ self with his exaggerations.

ideal; actual

A catalog that features products that appeal to American men who are strongly sex-typed would be most likely to use which of the following promotional styles?

images portraying assertive themes

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

importance weights

Through the process of ________, people try to "manage" what others think of them by strategically choosing clothing and other products.

impression management

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

Consumption at the extreme low end of the involvement continuum is characterized by ________, when decisions are made out of habit.

inertia

Early work on motivation ascribed behavior to ________, a view that is now largely discredited.

instinct

) Roger was really angry when Coca-Cola attempted to switch from its older formula to New Coke. He wrote letters to Coca-Cola, talked to friends, called the local bottler, attempted to hoard "old Coke," and complained to the local grocery store manager. In this example, which of the following kinds of degree of commitment would be most closely associated with Roger and his attitudes?

internalization

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

internalization

Person, object, and situational factors are the three types of influences that determine a person's level of ________.

involvement

The ________ function of attitudes applies when a person is in an ambiguous situation and needs order, structure, or meaning.

knowledge

According to the two-factor theory, the net effect of being exposed repeatedly to the same message is a combination of ________.

learning and tedium

Arthur was asked to speak in front of a group of downtown business people during the noon hour. He noticed that as he spoke, one person appeared to be napping and another frowned during the entire presentation. "I'm not going to do that again," Arthur promised himself. "I am not a good public speaker!" Which of the following terms best reflects Arthur's perception of himself and his ability as a speaker?

looking glass self

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

low involvement

Simi Ghandi is never quite sure which brand of gum to buy. She tries some, likes some, and rejects some. However, through a process of behavioral learning she does remember those brands that taste good and make her mouth feel fresh. The problem is that she cannot often remember the brands that are not so good and often repeats purchasing mistakes. "Oh well," says Simi, "gum buying is not that big of a deal anyway." Which of the following hierarchies would most appropriately describe Simi's situation?

low involvement hierarchy

Whether a consumer's need is utilitarian or hedonic, the ________ it creates determines the urgency the consumer feels to reduce it.

magnitude of tension

Jeff's favorite quote is "He who dies with the most toys, wins". If Jeff really thinks like this, he is expressing a concept known as ________.

materialism

A consumer who values possessions for their status and appearance-related meanings would most accurately be called a(n) ________.

materialist

When a need is aroused that the consumer wishes to satisfy, the ________ process has been activated.

motivation

________ refers to the process that causes people to behave as they do.

motivation

In the 1950s, an approach called ________ research attempted to use Freudian ideas to understand the deeper meanings of products and advertisements.

motivational

Virtually any part of the body is fair game for surgical alteration. Alteration of the ________ has become increasingly popular among Japanese consumers interested in their body image.

navel

In a speech at a research conference, a computer expert stated that shopping centers would become obsolete in the future. He believed that because everything could be bought online and delivered directly to the home of a customer, there would be no need for physical shopping areas in the future. A psychologist who spoke next disagreed and stated that this concept of the future violated a basic human need. What need did the computer expert ignore, according to the psychologist?

need for affiliation

An etic perspective on culture is best described as ________.

objective

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

peripheral

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?

permission marketing

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

personality

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 ________.

personality traits

An active attempt to change attitudes is called ________.

persuasion

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

physiological

The theory of cognitive dissonance is based on the

principle of cognitive consistency

Variables that measure psychological, sociological, and anthropological characteristics are referred to as ________.

psychographics

) Joe was told by his mother that he needed to get a gift for his aunt's birthday. He had only met his aunt once before and hardly knew her. Joe was walking through a mall and saw a candy specialty store. He entered and looked at the selection without much interest. He was about to select a box of chocolates for his aunt simply because it was cheap when he remembered that his new girlfriend Julie loved chocolate. Joe really liked Julie. He began to inspect each box of chocolates carefully, trying to find evidence of quality. Which type of involvement explains Joe's change of behavior?

purchase situation involvement

Today thousands of brands borrow personality traits of individuals or groups to convey an image marketers want consumers to form of their brands. An early brand personality was communicated in 1886 by the ________.

quaker oats man

Men are more likely to use a woman's body shape as a sexual cue. One explanation of this phenomenon is that feminine curves provide evidence of ________.

reproductive potential

Elizabeth created a print ad in which the coach of a football team was shown standing out in the middle of a hay field. The text read, "UNR's Coach Roberts . . . outstanding in his field." Elizabeth was using a literary device called ________.

resonance

According to the Fishbein model, one of the components of attitude is the ________ people have about an Ao.

salient beliefs

The ________ summarizes the beliefs a person holds about his own attributes and how he evaluates the self on these qualities.

self concept

Which theory of attitudes assumes that people use observations of their own behavior to determine what their attitudes are?

self perception theory

Which of the following needs from Maslow's Hierarchy is addressed by the U.S. Army's advertising slogan "Be all you can be"?

self-actualization needs

According to ________ models, we choose products with attributes that match some aspect of our selves.

self-image congruence

The title of a popular book once proclaimed that Real Men Don't Each Quiche. Products that take on masculine or feminine attributes are said to be ________.

sex-typed

One study fond that women tend to favor men with square jaws and well-defined brow ridges. These physical attributes are ________.

sexual dimorphic markers

Most Freudian applications in marketing relate to the product's _____

sexual symbolism

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?

social judgement theory

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

social level

Historically, people have most closely associated tattoos with ________.

social outcasts

) In the communications model, the element in which the message originates is the ________.

source

According to a major study of more than 1,000 commercials, the single most important factor in whether a commercial will be persuasive is whether the communication ________.

stresses a unique attribute or benefit of the product

Most messages merely present one or more positive attributes about a product or reasons to buy it. Which of the following best describes this approach to communicating a message?

supportive arguments

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

symbolic interactionism

A religious person who has taken a vow of celibacy would not necessarily agree that physiological needs must be satisfied before self-actualization needs are addressed. What does this example say about Maslow's hierarchy of needs?

the hierarchy is often culture bound

In a Freudian interpretation, which of the following is most closely associated with the pleasure principle?

the id

Jake feels a hunger growing in his stomach. The more he feels the hunger, the more he wishes lunchtime would hurry and arrive. He is already planning what he will eat and how good it will taste. Which of the following processes most accurately identifies what Jake is feeling?

the motivation process

Which of the following IS NOT a biogenic need? A) the need for food B) the need for shelter C) the need for water D) the need for achievement

the need for achievement

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

the theory of cognitive dissonance

Which of the following theoretical models measures attitude toward the act of buying (Aact), rather than the attitude toward only the product itself?

the theory of reasoned action

The Berry and Dale advertising agency has proposed a new campaign for Bayer Aspirin to overcome the public's tendency to "tune out" Bayer commercials. The proposed technique will be to create ten different 15-second spots that all demonstrate reasons for using Bayer Aspirin. Which of the following theories of message communication is the agency trying to account for in its proposal for Bayer Aspirin?

the two-factor theory

Researchers have added to the original Fishbein multiattribute model. The name of this extended-Fishbein model is the ________.

theory of reasoned action

What theory of personality suggests that one person differs from another because of a number of different characteristics such as introversion or extroversion?

trait theory

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.

two-factor theory

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, Rick 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.

two-sided

Consumer researchers have adapted some of Sigmund Freud's ideas. In particular, his work highlights the potential importance of ________ that influence 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 such qualities as high miles per gallon of gasoline, an excellent rating in safety, and high resale value of its product. The company is trying to appeal to which of the following consumer needs?

utilitarian needs

Goals can be considered positive or negative. This is an expression of a goal's ________.

valence

A ________ is a belief that some condition is preferable to its opposite

value

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?")?

value-expressive

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

M-commerce takes place primarily through what medium?

wireless devices such as cellphones

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

would like to be

People across all cultures appear to favor physical features that are associated with ________.

youth and good looking