MKTG 444 Exam #2

Carl Jung was a disciple of Freud.

True

Cognitive learning theory approaches tend to stress the importance of internal mental processes.

True

Conditioning effects are more likely to occur after the conditioned and unconditioned stimuli have been paired a number of times.

True

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

false

Instrumental conditioning occurs with ________.

positive reinforcement negative reinforcement punishment Correct! All of these

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

value

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

value-expressive

Frank is sitting in his Psychology 101 class listening to his professor attempt to explain the "black box" process and its connection with learning. He suddenly smells the aroma of fresh cinnamon rolls, and his mouth begins to water. He looks around the room and sees a student in the last row bite into a big, juicy roll. "I wish I were sitting next to him," Frank thinks, "because I know I could steal a bite." What Frank just went through in class was similar to the "black box" process being described by his professor. This process is more closely associated with which of the following learning methods?

Behavioral learning

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

Carl Jung

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

ID

In instrumental conditioning, what is the distinction between negative reinforcement and punishment?

Negative reinforcement occurs when a negative outcome is avoided, while punishment occurs when an action causes a negative outcome.

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

True

Saved by Zero was a campaign by Toyota to promote no interest payments. The ads were run often and they were not popular. 10,000 consumers organized a Facebook page to have the ads discontinued. This is an example of

advertising wear out

________ are universally recognized ideas and behavioral patterns

archetypes

Which of the following was first demonstrated by Ivan Pavlov?

classical conditioning

The person who makes the purchase but may not be the user is the ____

influencer

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

reality principle

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

social group

Family branding, licensing, and look-alike packaging are all marketing strategies based on ________.

stimulus generalization

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

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

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

True

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

What type of learning theory emphasizes that people are problem solvers who actively use information from the world around them to master the environment?

cognitive learning theory

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

conditioned stimulus; unconditioned stimulus

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

conformity

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

What does the sleeper effect suggest about source credibility?

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

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 ego

________ refers to the tendency people have to react to stimuli similar to an original stimulus in a classical conditioning situation in much the same way they responded to the original stimulus.

The halo effect

Consumers' attraction to slot machines can be explained by the variable-ratio reinforcement schedule the machines use.

True

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

True

Punishment is one way that instrumental conditioning occurs.Punishment is one way that instrumental conditioning occurs.

True

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

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

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

balance theory

A component of the ABC model of attitude is ________.

behavior cognition affect Correct! All of these

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

When Pavlov's dog salivated at the sound of a bell, this was an example of _______.

classical conditioning

____ 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

A component of a hierarchy of effects is ________.

experiential hierarchy low-involvement hierarchy high-involvement hierarchy Correct! All of these

A woman no longer receives compliments on the perfume she wears. In learning terms, the stimulus-response connection has weakened. Which of the following terms best describes the situation?

extinction

People we admire influence us because they hold reward power.

false

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

Orientation dimensions of VALS2 includes

ideas, achievement, self expression

A relatively permanent change in behavior caused by experience is ____.

learning

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

_________ 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

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

membership

A type of reference group is ________.

membership aspirational avoidance All of these

The process of imitating the behavior of others is known as_____.

modeling

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

motivational

Within groups, informal rules of behavior are called ________.

norms

______ purchase goods and services on behalf of companies for their use in manufacturing, distribution or resale.

organizational buyer

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

personality traits

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

persuasion

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

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

When the conditioned and unconditioned stimuli have been paired a number of times, this is ___.

repetition

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

sexual symbolism

When a consumer learns a desired behavior over a period of time, it is called ________

shaping

Freud's theory of personality includes the ________.

super ego ego id Correct! All of these

As with Pavlov's dog, stimulus generalization would explain ________.

the dog salivating for sounds even vaguely like a bell

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.

Instrumental conditioning is also called classical conditioning.

False

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

Behavioral learning

John Deere established a reputation for building dependable farm tractors. When the company began to build small yard tractors, it insisted on using the same logo on its small mowers as on its large tractors. John Deere was applying stimulus generalization through look-alike packaging.

False

Minimalists are people who value possessions for status and appearance.

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

When Shira was a young girl, her teacher gave her a sticker every time she earned above 90% on a test. Shira's teacher was using classical conditioning.

False

Claudia Norman, a marketing consultant, recommended that brand equity for a new environmentally-friendly product could be established by giving initial customers free memberships in the Sierra Club organization. Claudia used which of the following in her recommendation?

Instrumental conditioning

When marketers develop products that appeal to different lifestyle subcultures, this is an example of______.

Psychographics

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

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

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

Secret shoppers are used by marketers to test the effectiveness of the customer service skills quality among employees. This is a form of variable-interval reinforcement.

True

Shari Gomez sees the big red heart on the front of a Cheerios box and immediately thinks of an ad she has seen that discusses the heart-healthy benefits of Cheerios. This is an illustration of a stimulus-response connection.

True

When Campbell's markets many products under the same brand name it is called family branding.

True

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

aspirtional

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 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

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

extinction

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

An attitude is temporary.

false

Most opinion leaders are celebrities rather than everyday consumers.

false

The popular marketing technique known as ________ marketing applies the principles of instrumental conditioning by reinforcing regular purchases with prizes.

frequency

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

halo effect

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

importance weights

________, 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

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

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

opinion leaders

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

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

the ego

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

theory of cognitive dissonance

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

theory of reasoned action

1 / 1 pts If a person has social power, he or she has the ability to alter the actions of others.

true

Buzz is created by word-of-mouth advertising.

true

Classical conditioning occurs when a stimulus that elicits a response is paired with another stimulus that initially does not elicit a response on its own.

true

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

true

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

true

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

true

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

truee

Consumer researchers have adapted some of Sigmund Freud's ideas. In particular, his work highlights the potential importance of ________ that influence(s) our purchases.

unconcious motives