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Which is NOT an example of word-of-mouth communication? Sheila gets an email from her friend telling her about the great movie she just saw. A Nordstrom salesperson directs Miley to the newest styles of summer dresses. Jim takes his son to the auto parts store to get a new battery and explains which brands last longest. Sue was dragged off her United Airlines flight, so she posted a video online of her negative experience.
A Nordstrom salesperson directs Miley to the newest styles of summer dresses.
What is a brand community? A web-based service that allows individuals to (1) construct a public or semipublic profile within a bounded system, (2) articulate a list of other users with whom they share a connection, and (3) view and traverse their list of connections and those made by others within the system. Characterized by consciousness of kind, shared rituals and traditions, and a sense of moral responsibility. A nongeographically bound community, based on a structured set of social relationships among owners of a brand and the psychological relationship they have with the brand itself, the product in use, and the firm. A community that interacts over time around a topic of interest on the Internet. Two or more individuals who share a set of norms, values, or beliefs and have certain implicitly or explicitly defined relationships to one another such that their behaviors are interdependent.
A nongeographically bound community, based on a structured set of social relationships among owners of a brand and the psychological relationship they have with the brand itself, the product in use, and the firm.
Which of the following items could be a key possession of the extended self. phone souvenir pet favorite cooking pan All of the above could be possessions of the extended self.
All of the above could be possessions of the extended self.
Define attitude: A consumer's beliefs about an object. An enduring organization of motivational, emotional, perceptual, and cognitive processes with respect to some aspect of our environment. Taps consumers' affective reactions by going beyond the cognitive associations of functionality. Holding mixed beliefs and/or feelings about an attitude object. Involves shifting beliefs about the performance of the brands one or more attributes.
An enduring organization of motivational, emotional, perceptual, and cognitive processes with respect to some aspect of our environment.
The introduction of _______ to the market is an example of stimulus generalization. Coke Zero Dr. Pepper Surge Minute-Maid orange juice Red Bull
Coke Zero
The manner in which innovations spread throughout a market is: Buzz Diffusion process Adoption process Adverting Enduring involvement
Diffusion process
________ occurs when a stimulus is placed within a person's relevant environment and comes within range of their sensory receptor nerves. Exposure Interpretation Attention Memory Stimulus generalization
Exposure
Which is the best example of a market maven? John tells all his friends where to get parts for classic cars. Winston is a wine connoisseur. Hailey tells all her friends when and where to get a variety of products at the best prices. Rhonda has a You-tube channel demonstrating the latest makeup trends.
Hailey tells all her friends when and where to get a variety of products at the best prices.
_________ is one in which the consumer is motivated to process or learn the material. Implicit memory Script Low-involvement learning Explicit memory High-involvement learning
High-involvement learning
_________ is a motivational state caused by consumer perceptions that a product, brand, or ad is relevant or interesting. Personality Laddering Involvement Emotion Advertising context
Involvement
Which is the best example of consumption by a consumer who is driven by achievement motivation. Mary purchased her new designer Gucci watch as a status symbol. Mary values reliability and functionality in appliances, so she bought the dishwasher rated best on Consumer Reports. Mary would rather purchase an experience than a simple product. For example, she enjoys her time at Starbucks more than she would enjoy getting coffee at a cheaper place. Mary values adventure, excitement, and novelty when she chooses a vacation destination.
Mary purchased her new designer Gucci watch as a status symbol.
_________ is an individual's characteristic response tendencies across similar situations. Personality Laddering Involvement Emotion Advertising context
Personality
A group whose presumed perspectives or values are being used by an individual as the basis for his or her current behavior is best described as: Secondary group Reference group Dissociative reference group Primary group Aspiration reference group
Reference group
Which is NOT true about self-concept? People's attempts to obtain their ideal self-concept often involve the purchase and consumption of products. In general, consumers prefer brands that match their self-concepts. Self-image congruity is more likely to matter for utilitarian products such as a garage door opener. Marketers have been criticized for using the self-concept in marketing messages because ads have tended to focus on beauty defined as young and slim with a narrow range of facial features.
Self-image congruity is more likely to matter for utilitarian products such as a garage door opener.
What is sensory discrimination? The physiological ability of an individual to distinguish between similar stimuli. That which goes beyond what is directly stated or presented. Any communication or activity that implies, or from which one could reasonably infer, that an organization is associated with an event, when in fact it is not. The physical arrangement of the stimulus objects. It involves the use of an unexpected twist or artful deviation in how a message is communicated either visually in the ad's picture or verbally in the ad's text or headline.
The physiological ability of an individual to distinguish between similar stimuli.
Motivation is: A construct representing an unobservable inner force that stimulates and compels a behavioral response and provides specific direction to that response. A set of motives that deals with our need to determine who or what causes the things that happen to us and relates to an area of research. The need to defend one's identity or ego. The reason for behavior. The need to develop mutually helpful and satisfying relationships with others.
The reason for behavior.
Source credibility consists of __________ and __________. Attitude and expertise Behaviors and expertise Trustworthiness and expertise Trustworthiness and behaviors Behaviors and attitude
Trustworthiness and expertise
Which of the following can be an attitude object? Walmart a Super Bowl ad climate change Donald Trump all of the above can be attitude objects
all of the above can be attitude objects
Lifestyle is: a function of inherent individual characteristics that have been shaped and formed by life experiences. a basic motivator for many purchases. constantly evolving throughout the life cycle. affected by the results of consumption decisions. all of the above.
all of the above.
Using an established relationship between one stimulus (e.g., music) and response (e.g., pleasant feelings) to bring about the learning of the same response to a different stimulus (the brand) is called classical conditioning operant conditioning iconic rote learning modeling reasoning
classical conditioning
Attitudes have three components that represent how a consumer thinks, feels, and acts toward an attitude object. Which term refers to the thinking component? cognitive component affective component behavioral component attitude component involvement component
cognitive component
Which of the following factors tends to increase attention to a stimulus? lots of clutter small size of stimulus high program involvement low involvement low ability
high program involvement
________ are unknown to the consumer or the consumer is reluctant to admit them. latent motives manifest motives McGuire's psychological motives projective techniques involvement
latent motives
The difference between a schema and a script is that one occurs in short-term memory and one occurs in long-term memory one involves elaborative activities and the other involves maintenance rehearsal one is short-lived and the other is long-lived one is a knowledge structure composed of links and nodes and the other is memory of how an action sequence should occur
one is a knowledge structure composed of links and nodes and the other is memory of how an action sequence should occur
The totality of the individual's thoughts and feelings having reference to him- or herself as an object is one's: personality profile self-concept psychographic profile lifestyle extended self
self-concept
The need to have all facets of oneself consistent with one another is the need for attribution the need to categorize the need for expression the need for stimulation the need for consistency
the need for consistency
What is cognitive interpretation? the psychological meaning of a word the conventional meaning assigned to a word the emotional or feeling response triggered by a stimulus the process whereby stimuli are placed into existing categories of meaning
the process whereby stimuli are placed into existing categories of meaning
What is permission-based marketing? program-length television commercials with a toll-free number or web address through which to order or request additional information the voluntary and self-selected nature of online offerings where consumers "opt in" to receive email-based promotions placing brands within entertainment media, such as movies and TV shows when one fast forwards through commercials on a pre-recorded program when consumers are confronted with so much information that they cannot or will not attend to all of it
the voluntary and self-selected nature of online offerings where consumers "opt in" to receive email-based promotions
Which of the following is NOT associated with long-term memory? accessibility permanent storage prior learning experiences working memory
working memory
