Consumer behavior

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

What type of conflict exists when we desire a goal but wish to avoid it at the same time?

Approach-avoidance conflict

What theory of motivation is related to the idea that customers desire a state of balance called homeostasis? A) Instinct theory B) Drive theory C) Expectancy theory D) Need theory

B

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

Carl Jung

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

Custom

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

Id (Freud)-Pleasure principle

Which of the following is a level of a people extended self?

Individual level, Family level, Community level

Roger was really angry when Coca-Cola attempted to switch from its older formula to New Coke. He wrote letters to Coca-Cola, talked to friends, called the local bottler, attempted to hoard "old Coke," and complained to the local grocery store manager. In this example, which degree of commitment would be most closely associated with Roger and his attitudes?

Internalization

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

Laddering

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.

Who identified a set of 20 psychogenic needs?

Murray

M&M allows consumers to put names and works on their candy, this is an example of

Product personalization

is the way we assume others expect us to act.

Self-fulfilling prophecy

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.

Jim sees himself as being confident, powerful, and heroic. According to the BrandAsset Archetypes model developed by ad agency Young & Rubicam, Jim would be classified as a

Warrior

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

inertia

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

involvement

AIO surveys help measure ________.

lifestyles

Do sex-related ads work?

no

According to a major study of more than 1,000 commercials, the single most important factor in whether a commercial will be persuasive is whether the communication

stresses a unique attribute of benefit of the product

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

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

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

is the promotional strategy that involves select consumers altering some aspects of their selves to advertise for a branded product.

Identity marketing

________, 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

An individual who scores high on an assessment of materialism would be LEAST likely to be categorized in which of the following VALS2™ groups?

Makers

________ 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

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

summarizes the beliefs a person holds about his own attributes and how he/she evaluates their self on those qualities.

Self-concept

_ performances are where the message itself is a form of entertainment.

Spectacle

Most messages merely present one or more positive attributes about a product or reasons to buy it. Which of the following best describes this approach to communicating a message?

Supportive arguments

Since Janie is seen as a beautiful female, many friends also perceive her to be smarter, cooler, and happier. These assumptions illustrate _

The halo effect

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 modern use of high heels (which can cause knee and hip problems) may be compared to the traditional Asian practice of foot binding. According to the text, which of the following purposes best describes why high heels are worn?

To enhance sex-role identification

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.

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

Utilitarian function

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

The process of learning values from other cultures is called

acculturation

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

achievement

Linda named her car, which she drove to work every day, Sylvia. She talked to her friends about the personality traits her little car seemed to have. Linda has ________ her car.

anthropomorphized

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

The functional theory of attitudes was initially developed to explain how

attitudes facilitate social behavior

A component of the ABC model of attitude is

behavior cognition affect (all of the above)

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

body image

refers to a consumer's subjective evaluation of his or her physical self.

body image

The Pillsbury Doughboy and the Jolly Green Giant are examples of

brand personalities

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

collective self

is where a person derives his or her identity in large measure from a social group.

collective self

Researchers agree that there are various levels of commitment to an attitude. The lowest form of involvement is

compliance

According to the two-factor theory, the net effect of being exposed repeatedly to the same message is a combination of

compliance and non-compliance

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

Rudi Gonzalez sees himself as being handsome rather than intellectual. Which of the following self-concept dimensions best applies to Rudi's view of himself?

content

Freedom, youthfulness, achievement, and materialism are characterized as U.S

core values

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

Motivational research relies on ________ of individual consumers.

depth interviews

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

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

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

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

The preference in a culture for a particular model of beauty (or exemplar) is called a(n)

ideal of beauty

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

ideal self

Through the process of ________, people try to "manage" what others think of them by strategically choosing clothing and other products that will convey a positive image.

impression management

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

inertia

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

knowledge

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

Whether a consumer's need is utilitarian or hedonic, the ________ it creates determines the urgency the consumer feels to reduce it

magnitude of the tension

When M&M's put consumers' names and faces on their candy, this is an example of

mass customization

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

motivational

A component of a hierarchy of effects is

non-experiential hierarchy standard learning hierarchy high involvement hierarchy (all of the above)

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

peripheral

Wants are a combination of

personal factors and cultural factors

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

personality

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

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

refers to the positivity of a person's self-concept.

self esteem

When we act the way we assume others expect us to act we are practicing a

self-fulfilling prophecy

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 mode

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

symbolic interactionism

A well-known segmentation system based on how consumers agree or disagree with various social issues is called ________.

the VALSTM (the Values and Lifestyles) system.

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

Which of the following explains why people decorate or mutilate their bodies?

to separate group members from nonmembers; to place a person in a gender category; to enhance social role identification

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

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

unique self

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

valence

A communicator's expertise, objectivity and trustworthiness refer to __

source credibility

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

youth

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

A company wants to persuade a customer to buy its products. If the consumer has a high degree of involvement with products that are sold by the company, what route to persuasion will the company most likely take?

a central route

Consumers who have ________ are particularly good targets for marketing communications that use fantasy appeals.

a large gap between their real and ideal selves

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

Expectancy theory

Lee-Ann Wang is young and enjoys risky activities such as skydiving, bungee jumping, and snowboarding. To which of the following VALS2™ groups would Lee-Ann most likely belong?

Experiencers

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

General lifestyle segmentation

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

Goal

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

The sleep effect

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.

The theory of cognitive dissonance

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.