Consumer Behavior Ch.6-10

Which of the following is an example of a mass customization product involvement strategy?

A newspaper allows readers to choose which sections of the paper they see first.

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

a large gap between their real and ideal selves

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

ideal self

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

importance weights

________ 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

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

inertia

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

Which attitude function relates to the consumer's self-concept or central values?

value-expressive

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

According to the high-involvement hierarchy of effects, ________.

First we think, Then we feel, Then we do (WTFD )

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.

"Casual Friday" in American workplaces encourages the expression of a person's ________.

UNIQUE self

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

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

The decision to use the symbol of a Quaker man on Quaker Oats cereal was an early use of what concept?

brand personality

A customer buying an unfamiliar product that carries a fair degree of risk would most likely engage in ________ decision making.

cognitive

Features actually used to differentiate among choices are called ________ attributes.

determinant

Deodorant ads emphasize that consumers should use their product or others will find them smelly and undesirable. The attitudes consumers form toward the brand serves which function?

ego-defensive

Leslie is comparing and contrasting different types of laundry detergent based on user reviews, prices, and environmental consciousness. Leslie is engaged in which stage of the decision-making process?

evaluation of alternatives

Buying decisions that are made with little or no conscious effort (like a habit) are called ________.

habitual

Bret Thomas has always dreamed of becoming a jet fighter pilot. After seeing the movie Top Gun, Bret bought pilot's sunglasses and even gave 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

A mental or problem-solving shortcut to make a decision is called a(n) ________.

heuristic

AIO surveys help measure ________.

lifestyles

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

If a consumer's ideal state is very near or identical to his or her actual state, which of the following best describes the type of problem recognition the consumer would most likely have?

no problem recognition

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

peripheral

Josephine wants to purchase a new type of vitamin but is worried that the vitamin has not been scientifically proven to be effective with people in her age group. What kind of risk is Josephine considering in this scenario?

physical risk

The success of ________ hinges on the marketer's ability to convince the consumer to consider its product within a given category. identifying competitors

positioning strategy

Which of the following needs from Maslow's hierarchy is addressed by the U.S. Army's advertising slogan "Be all you can be"? actually

self-actualization needs

Gordon believes that because he went to an Ivy League institution, he is smarter than most of his coworkers. Gordon's belief is an example of his ________.

self-concept

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 Andrew's decision?

the id