mkt305 exam 2

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 ________.

"face"

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

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

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

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

achievment

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.

actualizes

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

what form do psycho graphic studies take?

all of these: lifestyle profile product specific profile general lifestyle segmentation

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

an approach-avoidance conflict

________ is a lasting, general evaluation of people, objects, advertisements, or issues.

an attitude

Motivational conflicts can occur in a variety of ways. If a person must choose between two desirable alternatives, this form of conflict is called ________.

approach approach conflict

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

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

attitudes facilitate social behaviors

Source ________ refers to the perceived social value of a message source.

attractiveness

________ considers how people perceive relations among different attitude objects, and how they alter their attitudes to remain consistent.

balance theory

Anna Jones thinks she should lose some weight even though she is skinny. Anna is concerned about her ________.

body image

The Pillsbury Doughboy and the Jolly Green Giant are examples of ________.

brand personalities

________ 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.

comparative advertising

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

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

Products that command fierce loyalty, devotion and even worship by consumers are called ________.

cult products

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

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

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

have multiple selves

Bret Thomas has always dreamed of becoming a jet fighter pilot. After seeing the movie Top Gun, Bret bought pilot's sunglasses and even game himself a "call sign"-Snake. When Bret has such fantasies or emotional responses to his needs, the type of needs that are being addressed are ________.

hedonic

Both Eastern and Western cultures see the self as divided into a(n) ________.

inner, private self, and an outer, public self

Norma Shields is a researcher investigating lifestyles of the rich and famous. This week she is examining her target audience's views on food, the media, fashion, and recreation. Which of the AIO categories does Norma seem to be working on now?

interests

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.

low-involvment

________ acknowledges that marketers will be more successful when they communicate with consumers who have already agreed to listen to them.

permission marketing

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

physiological

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

If Volkswagen owners see themselves as being more economical and conservative than do owners of the Buick Regal, ________ is probably at work

self-image congruence model

Most Freudian applications in marketing relate to the product's supposed ________.

sexual symbolism

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?

the looking glass self

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 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?

the need for affiliation

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 involves creating ten different 15-second spots that all demonstrate reasons for using Bayer aspirin. Which theory of message communication is the agency trying to use for in its proposal for Bayer aspirin?

the two factory theory

_______ states when a person is confronted with inconsistencies among attitude or behavior, he/she will take action to restore consistency.

theory of cognitive dissonance

Some theorists have proposed a model that focuses on studying consumer goals as a way to explore attitude formation. According to this model, what consumers believe they have to do to attain their goals would also be part of any evaluation of attitudes. Which of the following theories would be most closely linked to the statements above?

theory of trying

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

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

valence

Which attitude function is associated with a focus on particular social identities and lifestyles (e.g., "What sort of man reads Playboy?")?

value-expressive

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

youth

Which type of psychographic study places a large sample of respondents into homogeneous groups based on similarities of their overall preferences?

general lifestyle segmentation

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

reality principle

When marketers define consumers by product usage they use the ________ rule.

80/20

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 person's physical appearance is large part of his or her ________.

SELF-CONCEPT

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

The Myers-Briggs type indicator is based on the work of ________.

carl jung

Motivational research relies on ________ of individual consumers

depth interviews

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 ________.

extended 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 ________.

individual level

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

inertia

Sally always buys Coca-Cola out of habit, which is an example of ________.

inertia

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

involvement

_______, one of Freud's followers, proposed that people can be described as moving toward others (compliant), away from others (detached), or against others (aggressive).

karen horney

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

knowledge

________ uncovers consumer's associations between specific attributes and the general consequences.

laddering

According to information presented in the chapter, the implication of Maslow's hierarchy of needs is that ________.

one must first satisfy basic needs before moving to higher order needs

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

peripheral

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

psychographics

_______ are the use of psychological, sociological, and anthropological factors to determine how the market is segmented by the propensity of groups within the market (and their reasons) to make a particular decision about a product, person, ideology, or otherwise hold an attitude or use a medium.

psychographics

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

If products take on masculine or feminine attributes, they are said to be ________.

sex-typed

Historically, tattoos have been associated with people who are considered ________.

social outcasts

________ is the first element in the traditional communications model.

source

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

symbiotic interactionism

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

If a person's identity is derived in large measure from his or her social group. This is called ________.

the collective self

________ occurs when people appear to "forget" about the negative source and change their attitude.

the sleeper effect

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

theory of cognitive dissonance

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 factory theory

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 has Lindsay ignored?

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

What does the sleeper effect suggest about source credibility?

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

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.

Which statement best explains the research findings about using two-sided messages to communicate with consumers?

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

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 process of learning values from other cultures is called ________.

acculturation

Motivation that is driven by raw emotions is called ________.

affect

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

archetype

________ are universally recognized ideas and behavioral patterns.

archetypes

ur culture's current fascination with novels and movies such as the Harry Potter Series and The Lord of the Rings, in which the magician and the patriarch triumph over the sorcerer and the dictator, emphasizes the importance of

archetypes

________ is/are a norm that controls basic behaviors such as who does household chores.

custom

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

When Sally sees an ad in a newspaper about a particular product, goes to the store, reviews the actual product offer in the store, rejects the product, and tells the salesperson why she did not buy the product, she is providing ________ in the communications model established by the store.

feedback

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

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?

group level

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

ideal of beauty

A person's conception of how he/she would like to be is called ________.

ideal self

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 ________.

ideal self

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

ideal self

A consumer wearing a temporary tattoo of a company's brand logo is an example of ________.

identity marketing

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 inolvement

Milton Rokeach identified a set of ________.

terminal values

Which of the following theories measures attitude toward the act of buying, rather than only the attitude toward the product itself?

the theory of reasoned action

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

unique self

Which of the following general attitude functions is most closely related to the basic principles of reward and punishment?

utilitarian function