MKT Consumer Behavior Exam 2 A

Rudi Gonzalez sees himself as being handsome rather than intellectual. Which of the following self-concept dimensions best applies to Rudi's view of himself? A) Content B) Positivity C) Intensity D) Stability over time

A) Content

Which of the following is NOT a biological explanation of motivation? A) Expectancy theory B) Drive theory C) Homeostasis process D) Instinct

A) Expectancy theory

Which type of psychographic study places a large sample of respondents into homogeneous groups based on similarities of their overall preferences? A) General lifestyle segmentation B) Lifestyle profile C) Product-specific segmentation D) Product-specific profile

A) General lifestyle segmentation

________ is when the person tries to evaluate their appearance by comparing it to the people depicted in these artificial images. A) Social comparison B) Self-esteem C) Real self D) Ideal self

A) Social comparison

________ occurs when people appear to "forget" about the negative source and change their attitude. A) The sleeper effect B) Halo effect C) Native advertising D) Sock puppeting

A) The sleeper effect

According to the theories of Carl Jung, our shared memories create ________, which involve universal themes and appear frequently in myths and stories across cultures. A) archetypes B) patterns of behavior C) Doppelgangers D) symbolic communities

A) archetypes

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. A) extended B) actual C) social D) looking-glass

A) extended

A(n) ________ is a particular model, or exemplar, or appearance. A) ideal of beauty B) self-concept C) cathexis D) ideal self

A) ideal of beauty

Jim Smith thinks he should be more outgoing. He is looking at his ________. A) ideal self B) self-concept C) looking-glass self D) self-esteem

A) ideal self

A consumer wearing a temporary tattoo of a company's brand logo is an example of ________. A) identity marketing B) market targeting C) compensatory consumption D) an extended self

A) identity marketing

Through the process of ________, people try to "manage" what others think of them by strategically choosing clothing and other products that will convey a positive image. A) impression management B) self-extension C) self-esteem D) social comparison

A) impression management

If Volkswagen owners see themselves as being more economical and conservative than do owners of the Buick Regal, ________ is probably at work. A) self-image congruence model B) self-concept C) self-image D) looking-glass self

A) self-image congruence model

Historically, tattoos have been associated with people who are considered ________. A) social outcasts B) members of the ruling class C) members of fraternities D) members of religious orders

A) social outcasts

If Chen Ho follows a Confucian perspective and dresses according to accepted rules of the group (where others' perceptions of the self and maintaining one's desired status in their eyes is important), then he is recognizing the importance of ________. A) conformity B) "face" C) force and will D) politeness

B) "face"

________ is/are a norm that controls basic behaviors such as who does household chores. A) Values B) Custom C) Conventions D) More

B) Custom

What theory of motivation is related to the idea that customers desire a state of balance called homeostasis? A) Instinct theory B) Drive theory C) Expectancy theory D) Need theory

B) Drive theory

________ is the promotional strategy that involves select consumers altering some aspects of their selves to advertise for a branded product. A) Halo effect B) Identity marketing C) Impression management D) Self-extension

B) Identity marketing

________ is the way we assume others expect us to act. A) Looking-glass self B) Self-fulfilling prophecy C) Collective self D) Self-concept

B) Self-fulfilling prophecy

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? A) The id B) The superego C) The archetype D) The ego

B) The superego

Emphasizing the negative consequences that may occur unless a consumer changes behavior is called ________. A) a rational appeal B) a fear appeal C) social marketing D) comparative marketing

B) a fear appeal

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 ________. A) enculturation B) acculturation C) laddering D) globalization

B) acculturation

Anna Jones thinks she should lose some weight even though she is skinny. Anna is concerned about her ________. A) looking-glass self B) body image C) actual self D) ideal self

B) body image

Mary Jane is a very conservative businesswoman by day. However, when she decides to "go out on the town," she likes to party and "kick up her heels." This would be an example of a reaction due to the fact that many consumers ________. A) have low self-image B) have multiple selves C) are not confident with their real selves D) prefer their ideal selves

B) have multiple selves

The preference in a culture for a particular model of beauty (or exemplar) is called a(n) ________. A) ideal of sexuality B) ideal of beauty C) narcissism D) amorphous

B) ideal of beauty

A person's conception of how he/she would like to be is called ________. A) self-image B) ideal self C) self-concept D) self-esteem

B) ideal self

Personal objects, places, and things allow people to feel that they are rooted on their larger social environments. The home can be symbolic for the extended self. Which of the following categories or levels of the extended self would be the home most likely be associated with ________. A) family level B) individual level C) community level D) group level

B) individual level

When the ego tries to balance opposing forces, it uses the ________. A) super ego B) reality principle C) related principle D) id

B) reality principle

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 ________. A) compatibility B) reproductive potential C) intellectual capacity D) sociability

B) reproductive potential

A person's physical appearance is large part of his or her ________. A) inner pattern B) self-concept C) group status D) cultural right

B) 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 ________. A) doubt and regret B) self-esteem C) dedication and control D) strength and conviction

B) self-esteem

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. A) repetition theory B) two-factor theory C) balance theory D) halo theory

B) two-factor theory

Wants are a combination of ________. A) personal factors B) cultural factors C) A and B D) none of the above

C) A and B

The Myers-Briggs type indicator is based on the work of ________. A) Karen Horney B) Sigmund Freud C) Carl Jung D) Milton Rokeach

C) Carl Jung

________ refers to a strategy in which a message presents two or more specifically named or recognizably presented brands and evaluates them in terms of one or more specific attributes. A) Emotional appeal B) Cognitive advertising C) Comparative advertising D) Conclusion advertising

C) Comparative advertising

________ refer(s) to the processes that lead people to behave as they do. A) Goals B) Cues C) Motivation D) Directing

C) Motivation

A Unilever-sponsored survey that asked American women how they felt about their appearance reported which of the following? A) Positive feelings about the self were lowest in ethnic groups such as African American and Hispanic women. B) Older women were more likely to describe themselves as beautiful. C) The majority of respondents believe that our society does not use reasonable standards to evaluate women's beauty. D) The majority of respondents believe that beauty comes from a woman's physical appearance.

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

A Unilever-sponsored survey which asked American women how they felt about their appearance reported which of the following? A) Positive feelings about the self were lowest in ethnic groups such as African American and Hispanic women. B) Older women were more likely to describe themselves as beautiful. C) The majority of respondents believe women in ads are not realistic. D) The majority of respondents believe that beauty comes from women's physical appearance.

C) The majority of respondents believe women in ads are not realistic.

The ________ refers to our more realistic appraisal of the qualities we have and don't have. A) ideal self B) inner self C) actual self D) outer self

C) actual self

The VALS2™ group is termed the ________, who are successful consumers with many resources. This group is concerned with social issues and is open to change. A) fulfillers B) achievers C) actualizes D) believers

C) actualizes

Many of the props and settings consumers use to define their social roles become part of themselves. For example, one of Mary Bennett's last requests was that when she died, she wanted to be buried in her favorite dress. This situation illustrates ________. A) real self B) ideal self C) extended self D) looking-glass self

C) extended self

When we act the way we assume others expect us to act we are practicing a ________. A) looking-glass self B) self-image C) self-fulfilling prophecy D) real self

C) self-fulfilling prophecy

If products take on masculine or feminine attributes, they are said to be ________. A) sexy B) sexually explicit C) sex-typed D) androgynous

C) sex-typed

According to the sociological tradition of ________, relationships with other people play a large part in forming the self. A) self-image congruence B) self-completion theory C) symbolic interactionism D) body cathexis

C) symbolic interactionism

If a person's identity is derived in large measure from his or her social group. This is called ________. A) the inner self B) the occupational self C) the collective self D) the dynamic self

C) the collective self

The ideal self is a person's conception of how she ________. A) adapts to play different roles B) imagines other think of her C) would like to be D) realistically thinks she is

C) would like to be

People across all cultures appear to favor physical features that are associated with ________. A) intellect B) wealth C) youth D) confidence

C) youth

The U.S. government estimates that approximately ________ of American adults are overweight or obese. A) 25 percent B) 35 percent C) 50 percent D) 66 percent

D) 66 percent

Which of the following explains why people decorate or mutilate their bodies? A) To separate group members from nonmembers B) To place a person in a gender category C) To enhance social role identification D) All of the above

D) All of the above

Which of the following is a level of a people extended self? A) Individual level B) Family level C) Community level D) All of the above

D) All of the above

________ refers to the possession of both masculine and feminine traits. A) Heterosexual B) Homosexual C) Amorphany D) Androgyny

D) Androgyny

________ refers to a consumer's subjective evaluation of his or her physical self. A) Body dialect B) Body tone C) Body fantasy D) Body image

D) Body image

________ is where a person derives his or her identity in large measure from a social group. A) Nano frame B) Micro frame C) Looking-glass self D) Collective self

D) Collective self

Physically attractive people are perceived as smarter, cooler, and happier than average people. These perceptions are a result of the _______> A) Balance theory B) Self-perception theory C) Principle of cognitive dissonance D) Halo effect

D) Halo effect

An individual who scores high on an assessment of materialism would be LEAST likely to be categorized in which of the following VALS2™ groups? A) Innovators B) Strivers C) Achievers D) Makers

D) Makers

Pamela Ortiz rarely makes eye contact with others in social settings. Though by many standards she is physically attractive, she perceives that others find her plain and uninteresting. By not making eye contact, she is somewhat creating a self-fulfilling prophecy with respect to males in her social circle. This situation matches occurrences in which of the following "self" situations? A) The dynamic self B) The dependency self C) The frustrated self D) The looking-glass self

D) The looking-glass self

The modern use of high heels (which can cause knee and hip problems) may be compared to the traditional Asian practice of foot binding. According to the text, which of the following purposes best describes why high heels are worn? A) To separate group members from non-group members B) To place the individual in the social organization C) To place the person in a gender category D) To enhance sex-role identification

D) To enhance sex-role identification

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 parallel route B) a peripheral route C) a circular route D) a central route

D) a central route

Consumers who have ________ are particularly good targets for marketing communications that use fantasy appeals. A) self-fulfilling prophecies B) looking-glass selves C) a small gap between their real and ideal selves D) a large gap between their real and ideal selves

D) a large gap between their real and ideal selves

A component of a hierarchy of effects is ________. A) non-experiential hierarchy B) standard learning hierarchy C) high involvement hierarchy D) all of the above

D) all of the above

A component of the ABC model of attitude is ________. A) behavior B) cognition C) affect D) all of the above

D) all of the above

When we ________ products, we evaluate them using schemas we typically apply to classify people. A) prime B) filter C) imprint D) anthropomorphize

D) anthropomorphize

Understanding our social roles are part of our ________. A) self-image B) self-esteem C) looking-glass self D) extended self

D) extended self

In the motivation process, the desired end state is the consumer's ________. A) drive B) need state C) benefit D) goal

D) goal

Fred Johnson lives, eats, and breathes pro football. His favorite team is the Dallas Cowboys. His home looks like a Dallas Cowboy's museum. Which level of the extended self would most likely apply to Fred's situation? A) family level B) individual level C) community level D) group level

D) group level

Both Eastern and Western cultures see the self as divided into a(n) ________. A) single, group, and dynamic self B) single, extended, and group self C) relational, occupational, and religious self D) inner, private self, and an outer, public self

D) inner, private self, and an outer, public self

When a need is aroused that the consumer wishes to satisfy, the ________ process has been activated. A) homeostasis B) want C) desire D) motivation

D) motivation

Most Freudian applications in marketing relate to the product's supposed ________. A) brand personality B) hidden values C) competitive advantage D) sexual symbolism

D) sexual symbolism

"Casual Fridays" in American workplaces encourage the expression of a person's ________. A) virtual self B) dual self C) cultural self D) unique self

D) unique self

*T/F* Attitudes only serve one function at a time. This is what makes them easy to study and chart.

FALSE

*T/F* Luv's color changing diapers (blue for boys and pink for girls) are an example of a product that emphasizes its androgynous characteristics.

FALSE

*T/F* Self-esteem refers to the intensity and stability over time of a person's self-concept.

FALSE

*T/F* Using the product-specific profile form of psychographic studies, a researcher would look for items that differentiate between users and nonusers of a product.

FALSE

*T/F* A person's feelings about his or her body can be described in terms of body image.

TRUE

*T/F* Identification occurs when we form an attitude to conform to another person's or group's expectations.

TRUE

*T/F* In general, when the source of a message is perceived as attractive, the message will be more effectively communicated.

TRUE

*T/F* Justin is in charge of promoting a product that most customers perceive as a low-involvement product. He created a TV ad and aired it repeatedly. His colleague Beth questioned his strategy, saying that the repetition would create a negative reaction to the product. According to the mere exposure phenomenon, Beth is likely to be proven wrong.

TRUE

*T/F* Lifestyles are identified by a convergence of personality, product and setting

TRUE

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

TRUE

*T/F* Studies suggest that men and women who are exposed to beautiful models in advertisements are likely to alter their perceptions of their own body shapes.

TRUE

*T/F* The ego is the referee in the fight between temptation and virtue.

TRUE

*T/F* The growing number of Web sites and blogs devoted to excessive weight loss illustrates the problem of bulimia and group dieting.

TRUE

*T/F* When Jillian Jones is confronted with inconsistencies about a purchase, she is feeling cognitive dissonance.

TRUE

Which of the following is NOT considered a demographic? a. Lifestyle b. Sex c. Income d. Occupation

a. Lifestyle

The _____ hierarchy of effects 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. Low-involvement b. Experimental c. Standard learning d. Habitual

a. Low-involvement

Which of the following general attitude functions is most closely related to the basic principles of reward and punishment? a. Utilitarian function b. Ego-defensive function c. Value-expressive function d. Knowledge function

a. Utilitarian function

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? a. Utilitarian needs b. Sentiment needs c. Biogenic needs d. Hedonic needs

a. Utilitarian needs

_____ is a lasting, general evaluation of people, objects, advertisements, or issues. a. An object b. An attitude c. An image d. A power

b. An attitude

A customer buying an unfamiliar product that carries a fair degree of risk would most likely engage in _______ decision making? a. Affective b. Cognitive c. Habitual d. Limited

b. Cognitive

Researchers agree that there are various levels of commitment to an attitude. The lowest form of involvement is _____. a. Commitment b. Compliance c. Identification d. Internalization

b. Compliance

College student Jeff Barnes sees himself as a rich banker who drives a top of the line BMW. This fantasy is an expression of the ______. a. Actual self b. Collective self c. Ideal self d. Looking-glass self

c. Ideal self

________ summarizes the beliefs a person holds about his own attributes and how he/she evaluates their self on those qualities. a. Self-ego b. Actual self c. Self-concept d. Self-esteem

c. Self-concept

When a product helps to establish the user's identity, the user is said to have a(n) _____ type of relationship with the product. a. Love b. Nostalgic attachment c. Self-concept attachment d. Interdependence

c. Self-concept attachment

A buck in consumer decision making is_____. a. Affective b. Cognitive c. Habitual d. All of the above

d. All of the above

______ are universally recognized ideas and behavioral patterns a. Detached b. Aggressive c. Compliant d. Archetypes

d. Archetypes

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. a. American b. Western c. European d. Eastern

d. Eastern

According to Freud, the part of the personality that seeks immediate gratification is called the ______. a. Super ego b. Ego c. Conflict d. Id

d. Id

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 degree of commitment would be most closely associated with Roger and his attitudes? a. Information acquisition b. Compliance c. Identification d. Internalization

d. Internalization

_____ refers to the meanings we assign to sensory stimuli. a. Contrast b. Cues c. Perception d. Interpretation

d. Interpretation

The first stage in the consumer decision-making process is _______. a. Information search b. Evaluation of alternatives c. Product choice d. Problem recognition

d. Problem recognition

Which theory of attitudes states that people are motivated to take action to resolve inconsistencies between attitudes and behaviors? a. Self-perception theory b. Balance theory c. Social judgement theory d. Theory of cognitive dissonance

d. Theory of cognitive dissonance

The body is adorned or altered in some way in every culture. Decorating the self serves a number of purposes. Which of the following is NOT one of those purposes? a. To place the individual in the social organization b. To provide a sense of security c. To separate group members from nonmembers d. To indicate negative feelings towards oneself

d. To indicate negative feelings towards oneself