Chapter 5

Which of the following would be the best illustration of a subculture?

A. a religion

________ teaches marketers that they can build demand for a product by associating it with strong drives, using motivating cues, and providing positive reinforcement.

B. Learning theory

A(n) ________ is a descriptive thought that a person holds about something.

B. belief

Ford believes its cars to be of higher quality than General Motor's but thinks that consumers wrongly believe the opposite. Ford might employ a(n) ________ strategy to change buyers' perceptions of its competition.

B. competitive depositioning

Consumers often choose and use brands that have a brand personality consistent with how they think others view them, also known as the ________.

B. others' self-concept

_______ is the tendency to interpret information in a way that will fit our preconceptions.

C. Selective distortion

_______ assumed that the psychological forces shaping people's behavior are largely unconscious, and that a person cannot fully understand his or her own motivations.

C. Sigmund Freud

________ is the study of how individuals, groups, and organizations select, buy, use, and dispose of goods, services, ideas, or experiences to satisfy their needs and wants.

D. Consumer behavior

Social classes differ in media preferences, with upper-class consumers often preferring ________ and lower-class consumers often preferring television.

D. magazines and books