MKTG 444 Exam 2

James Otis wants to be "just like Mike" (basketball star Michael Jordan) and has for many years. James has purchased Jordan-gear, follows Jordan's career, and he has often thought about how to give back to his community the way MJ has. Which of the following reference group terms would apply to James Otis and his relationship with Michael Jordan?

Aspirational group

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

Balance theory

is a change in beliefs or actions as a reaction to real or imagined group pressure.

Conformity

An attitude is temporary.

False

Who identified a set of 20 psychogenic needs?

Murray

When marketers develop products that appeal to different lifestyle subcultures, this is an example of using

Psychographics

affect

Raw Emotion

is the degree to which a person is able to make other people do something.

Social power

What does the sleeper effect suggest about source credibility?

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

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

achievement

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

brand personalities

is a set of traits people attribute to a product as if it were a person.

brand personality

The person who makes the purchase buy may not be the user is the

buyer

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

goal

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

halo effect

All multiattribute attitude models specify the importance of attributes, beliefs, and

importance weights

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

knowledge

A group composed of people that the consumer actually knows is called a(n) ________ reference group.

membership

Within groups, informal rules of behavior are called

norms

The focus of Marketing communication that involves an attempt to change attitudes is

persuasion

Meagan is planning her wedding and wants everything to be just right. Because she feels overwhelmed by all of the information to sort through and the choices to make, she hires a wedding planner to make many of the decisions and purchases for her. Meagan's wedding planner is best described as a(n)

surrogate consumer

A component of the ABC model of attitude is

All of these (behavior, cognition, affect)

A component of a hierarchy of effects is

All of these (experiential, low involvement, high involvement)

A type of reference group is

All of these (membership, aspirational, avoidance)

Freud's theory of personality includes the

All of these (super ego, ego, id)

are universally recognized ideas and behavioral patterns.

Archetypes

The plain and simple fact is that Ralph has body odor. Worse than that, Ralph does not seem to care. Ralph's clothes are in shambles, and his personal hygiene could certainly be improved. For most people, Ralph would be in which of the following groups?

Avoidance groups

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

Carl Jung

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

Drive theory

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

Expectancy theory

A membership reference group comprises idealized figures such as successful business people, athletes, or performers.

False

According to the functional theory of attitudes, attitudes exist because they are hereditary.

False

Minimalists are people who value possessions for status and appearance

False

Most opinion leaders are celebrities rather than everyday consumers.

False

People we admire influence us because they hold reward power.

False

Promotions featuring fantasy appeal have been found to be effective with customers whose real self and ideal self are close and consistent.

False

The reality principle, according to Freudian psychology, is behavior guided by the primary desire to maximize pleasure and avoid pain.

False

The superego is also known as the pleasure principle.

False

The three components of the ABC Model are affect, beliefs, and cognition.

False

Understanding consumer involvement has proven to be quite straightforward because it generally means the same thing to almost all consumers and researchers.

False

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

Hedonic

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

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.

When Evie was asked, why she purchased a pair of Jimmy Choo shoes on her recent trip to NYC at a sale price of $275, she responded, "I purchased Jimmy Choo shoes because they feel comfortable on my feet." The motive described by Evie would be called

Manifest Motive

is a person who knows a lot of information about many different products or services and likes to share this information with others. He or she is not an expert in any one particular category.

Market Maven

What is the most important thing a marketing practitioner can learn from Maslow's theory?

Most people must first have their basic needs met before they will be motivated by higher needs.

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

Motivation

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

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

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

Which of the following statements is FALSE about motivational research?

The best approach to motivational research is to focus on only one research technique to uncover both latent and manifest motives of consumers.

Instead of spending the weekend working on the research paper due at the end of next week, Andrew decided to spend the weekend going out with friends. According to Freudian theory, which system dominated in Adam's decision?

The id

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

The model has relatively weak theorems about attitudes.

Describe the motivation process.

The motivation process is pieced together by three different parts, a need, some sort of goal-directed behavior, and need satisfaction.

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

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

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

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.

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

Theory of cognitive dissonance

A dentist promotes his business by reminding people that dental health is important, while emphasizing "painless" dentistry. The dentist's promotion is helping to resolve his potential patients' approach-avoidance conflict.

True

Buzz is created by word-of-mouth advertising.

True

Carl Jung was a disciple of Freud.

True

Earlier purchasers tend to be innovators, who like to take risks.

True

Forging successful brand personality often is key to building brand loyalty.

True

Identification occurs when we form an attitude to conform to another person's or group's expectations.

True

If a person has social power, he or she has the ability to alter the actions of others.

True

Janice feels that she makes many of her decisions based on the fact that she is an introvert. Introversion seems to affect her taste in clothes, outside activities, and even her independence. Janice is making consumption decisions based on a personality theory called trait theory.

True

Nate searches famous people and tries to buy products that they endorse. For Nate, these celebrities serve as an aspirational reference group.

True

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

True

Product involvement refers to a consumer's level of interest in a product.

True

Social Media has changed the way we learn about and select products.

True

The degree to which a person is willing to expend energy to reach one goal as opposed to another reflects his or her underlying motivation to attain that goal.

True

The ego is the referee in the fight between temptation and virtue.

True

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

The utilitarian function relates to the basic principles of reward and punishment.

True

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

Which attitude function is associated with a focus on the customers self-concept or central values.?

Value-expressive

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

Our 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

When companies use celebrities in their ads they are using the principle of ________ reference groups.

aspirational

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 behaviors

One element in the muliattribute attitude model is

beliefs

A group of consumers who share a set of social relationships based on usage of a product are

brand community

encourages cross-category relationships where two or more companies team up to promote items.

co-branding

An emotional message that people deliver to enhance our attitude toward the product is

emotional contagion

According to the ________ hierarchy of effects, 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

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

Why have multiattribute attitude models become so popular among marketing researchers? What three elements are specified in such models?

he models assume that a consumer's attitude or evaluation of an attitude object will depend upon the beliefs s/he has about several attributes of the object. The use of a multi-attribute model implies that an attitude toward a product or brand can be predicted by identifying these specific beliefs and combining them in an appropriate manner to derive a better measure of the consumer's overall attitude.The multi-attribute models specify three elements:- Attributes- Beliefs - Importance

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

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

id

Orientation dimensions of VALS2 includes

ideals, achievement, and self-expression

If a fireman told you to leave your apartment, you would comply because the fireman has ________ power.

legitimate

occurs when people sort themselves into groups on the basis of things they like to do, how they like to spend leisure time, and how they choose to spend disposable income.

lifestyle marketing

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-involvement

Margaret stayed on top of what was happening in the marketplace, but she was not necessarily the first to purchase items when they first came out. Margaret would be classified as a(n)

market maven

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

motivational

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

Individuals with the ability to influence others' attributes or behaviors are considered

opinion leaders

A person who purchases goods and services on behalf of a company for the company's use in manufacturing, distribution, or resale is a(an)

organizational buyer

Wants are a combination of

personal factors and cultural factors

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

personality traits

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

physiological

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

reality principle

Anna asks people in her social group their opinion about a movie before she watches it. Her social group is an example of a(n)

reference group

Phillipe is a member of a small Harley-Davidson motorcycle club. Members meet once a week to ride and talk about their bikes. This club might exert a ________ influence on Phillipe as he decides which model of bike he buys for his girlfriend.

referent power

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

sexual symbolism

According to Freud, the system that acts as a referee in the fight between temptation and virtue is called

the ego

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

theory of reasoned action

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

A belief that some condition is preferable to its opposite and drives motivation is a

value