Consumer Behavior Exam 2

Freud's theory of personality includes the ________.

All of these: Super ego, id, and ego

Many ________ cultures stress the importance of a collective self, in which an individual's identity is derived in large measure from his or her social group.

Eastern

What does the sleeper effect suggest about source credibility?

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

T/F: A Doppelganger brand image is when a product looks like the original but in fact is a critique of it.

True

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

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

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

The ____ refers to our more realistic appraisal of the qualities we have and don't have

actual self

a story about an abstract trait or concept that tell about a person, an animal, a vegetable, or an object

allegory

starving one's self in quest for thinness

anorexia

According to the theories of Carl Jung, our shared memories create ________, which involve universal themes and appear frequently in myths and stories across cultures.

archetypes

________ are universally recognized ideas and behavioral patterns.

archetypes

a person's subjective evaluation of the physical self

body image

binge eating, followed by purging

bulimia

the person who actually makes the purchase

buyer

what are the three types of decision making?

cognitive, habitual, affective

proposes that an emotional reaction is just the last step in a series of cognitive processes that follows sensory recognition of a stimulus and retrieval of information from memory that helps to categorize it

cognitive-affective model

lowest level: consumer forms attitude because it gains rewards or avoids punishments

compliance

people consider other people's views when making product decisions

consensus

people look for consistency in communication of Ad information

consistency

a set of products and activities used by consumers to define, communicate, and perform social roles

consumption constellation

exaggerating the negative aspects of behaviors that will interfere with the ultimate goal

counteractive construal

original country from which a product is produced; it can be an important piece of info in the decision making process

country of origin

assumed associations among events that may or may not actually influence one another

covariation

_____ refer to subtle cues in an Ad message that diminishes the message's credibility

disclaimers

we act on the basis of our emotional reactions

experiential hierarchy of effects

the use of products and services to enhance self image

extended self

Source's knowledge is not accurate

knowledge bias

need for order, structure, or meeting

knowledge function

Both Justin and Craig are business majors and live in the same dorm, but Justin's room looks like a Cabela's showroom, with fishing trophies and lures on the wall and pictures of fishing trips across the study desk, while Craig's room features posters if his favorite musical group and stacks of CDs. The different between the two rooms reflects a difference in ________ between Justin and Craig.

lifestyle

people listen to people they are attracted to or like

liking

imagining how other people see you

looking-glass self

we emphasize losses more than gains

loss aversion

person is asked for a small favor and is informed after agreeing to it hat it will be very costly

low ball technique

Placing two dissimilar objects into close relationshops

metaphor

assume that consumers' attitude toward an Ao depends on the beliefs they have about several attributes

multi-attribute attitude models

your realistic appraisal of your self

real self

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

theory of reasoned action

the use of the different media to tell stories about products

transmedia storytelling

relates to rewards and punishments

utilitarian function

Expresses consumer's values or self-concept

value-expressive function

_____ theory considers how a person perceives relations among different attitude objects, and how he alters his attitudes so that these remain consistent

balance

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

balance theory

a person's feeling about his or her body

body cathexis

facial attractiveness and mental aptitude

body content

an obsession with perceived flaws in a person's appearance

body dysmorphic disorder

companies team up to promote or more products

co-branding

the theory of ___________ explains that when we do have inconsistent attitudes and behaviors, we will find some way to rectify the dissonance and bring our attitudes and behaviors back into consistency

cognitive dissonance

can serve as a shortcut as can higher prices, which consumers may assume suggest higher quality

familiar brand names

america's obsession with weight. this has led to body image distortion

fattism

use moderate threat (_____) and present a possible solution to the problem

fear

______ is when we provide people with info about their actions in real time, and then give them a chance to change those actions so that you push them to improve

feedback loop

Consumer is more likely to comply with a request if he has first agreed to comply with a smaller request

foot in the door technique

the person who conducts the info search and controls the flow of info available to the group

gatekeeper

promotional strategies that use unconventional means and venues to encourage word-of-mouth about products

guerrilla marketing

Assuming that people who are high on one attribute also excel on other factors as well

halo effect

assumes that a person approaches a product decision as a problem-solving process

high involvement hierarchy

use _____ appeal to discourage counter-arguing, and increase the acceptance of the message

humorous

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

id

mid-level: attitudes formed in order to conform to anther person or group

identification

argues that affect and cognition are separate systems so that its not always necessary to have a cognition to elicit an emotional response

independence hypothesis

the person who tries to sway the outcome of the decision

influencer

the person who brings up the idea or identifies the need

initiator

what are some personality traits relative to consumer behavior?

innovativeness, materialism, self consciousness, need for cognition, frugality

we are reluctant to waste something we have paid for

skunk-cost fallacy

______ is when after a while, people appear to "forget" about the negative source and change their attitudes anyway

sleeper effect

We assimilate new information about attitude objects in light of what we already know/feel

social judgement theory

_____ refers to message source's physical appearance, personality, social status, or similarity

source attractiveness

______ refers to message source's (spokesperson's) expertise, objectivity and trustworthiness

source credibility

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

the system that internalizes society's rules and that works to prevent the id from seeking selfish gratification

super ego

the idea that relationships with other people play a large part in forming the self

symbolic interactionism

T/F: Self concept refers to the beliefs a person holds about his or her own attributes and how he or she evaluates these qualities

True

T/F: Social comparison is a basic human tendency

True

T/F: Studies suggest that men and women who are exposed to beautiful models in advertisements are likely to alter their perceptions of their own body shapes

True

T/F: The reality principle finds ways to gratify the id that are acceptable to the outside world.

True

compares two objects as being alike

simile

how you will like to be

idealized self

highest level: deep seeded attitudes become part of consumer's value system

internalization

T/F: Lifestyles are identified by a convergence of personality, product and setting

True

T/F: Roxanne is one of Canada's top female models. Because of her beauty, most of Roxanne's admirers also assume that is intelligent, wealthy, and happy with her life. This is an example of the social adaptation perspective.

False

T/F: Lifestyle profiles look for items that differentiate between users and nonusers of a product.

True

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

T/F: According to the 80/20 rule, only 20 percent of a product's users account for 80 percent of the volume of product a company sells.

True

T/F: Ideals of male beauty are based on facial features, musculature, and facial hair

True

T/F: Identification occurs when we form an attitude to conform to another person's group's expectations

True

T/F: It is possible to use psychographics to identify distinct segments even for mundane products such as soap.

True

T/F: 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

Messages that fall within the latitude are deemed consistent even if they are not

assimilation effects

________ is a lasting, general evaluation of people, objects, advertisements, or issues.

attitude

a lasting, general evaluation of people, objects, advertisements, or issues

attitude

anything toward which one has an attitude

attitude object (AO)

The functional theory of attitudes was initially developed to explain how ________.

attitudes facilitate social behaviors

people do listen to authority figures or culturally respected people

authority

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

messages that fall outside our latitude of acceptance are rejected even if they are not that different

contrast effects

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

person is first asked to do something extreme (which he refuses), then asked to do something smaller

door in the face technique

the system that mediates between the id and superego

ego

protect ourselves from external threats or internal feelings

ego-defensive function

use _____ appeal to create an attractive and good feeling about the product

emotional

the part of the brain that we use for important decision making, including moral judgements, can be worn down or distracted even by simple tasks like memorizing numbers

executive control center

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

The big five personality dimensions

extroversion, agreeableness, conscientiousness, neuroticism (emotional stability), openness to experience

assumes that the consumer initially doesn't have a strong preference for one brand over another; instead, he or she has bought the product

low involvement hierarchy

Marketers' use of wireless devices to promote goods and services

m-commerce (mobile commerce)

Situations in which people tend to donate more money when they feel the pain or have to suffer a bit for the course

martydom effect

framing a problem in terms of gains/losses influences our decisions

mental accounting

shows that people are more likely to cheat, lie, or even commit fraud in the afternoon than in the morning

morning morality effect

Digital messages that blend into a publication's editorial content

native advertising

identifiable characteristics that define a person

personality traits

the belief that behavior is guided by the desire to maximize pleasure and avoid pain

pleasure principle

Strategic Implementation of Product Categories

position a product, identify competitors, create and exemplar, locate products in store

Steps in the decision making process

problem recognition, info search, evaluation of alternatives, product choice, post

the view that products in different functional categories have symbolic meanings that are related to one another

product complementarity

risk differs when we face gains vs losses

prospect theory

use ______ appeal in a "thinking ad" to encourage customers to rationally evaluate a product

rational

the use of popular culture elements to promote products

reality engineering

principle that the ego seeks ways that will be acceptable to society to gratify the id

reality principle

consumers are likely to respond to a product Ad if you give them some incentives

reciprocity

Source has the required knowledge, but unwilling to convey it

reporting bias

Elizabeth created a print ad in which the coach of a football team was shown standing out in the middle of a hay field. The text read, "UNR's Coach Roberts....outstanding in his field." Elizabeth was using a literary device called ________.

resonance

literary play on words with a relevant picture

resonance

what are the three components of attitudes that the Fishbien model measures

salient beliefs, object, evaluation

consumers pay attention to product information when the product is scarce

scarcity

the positivity of your self-concept

self esteem

a belief that a person holds about his or her personal attributes

self-concept

use a ______ appeal when the product is sex related

sex

A situation in which product users endorsements show up in a firm' advertising

shared endorsement