Consumer Behavior Final

________ argue(s) that each of us has several "selves that relate to groups."

Social Identity theory

If a conditioned stimulus is only occasionally matched with an unconditioned stimulus, the association between the two will become weakened. This is called ________.

extinction

A ________ is a very short-lived fashion.

fad

________ occurs when an individual may have reason to believe that the group will apply sanctions to punish nonconforming behavior.

fear of deviance

Brands that we closely link to our rituals are called ________ brands; once they become imbedded in our rituals we are unlikely to replace them.

fortress

The popular marketing technique known as ________ marketing applies the principles of instrumental conditioning by reinforcing regular purchases, with value.

frequency

Anna Jeter has a sudden urge she couldn't resist to buy a new purse; she was engaging in ________.

impulse buying

Much learning takes effort and time, but some learning is so casual as to be unintentional. This type of learning is referred to as ________ learning.

incidental

Memories of products are often replaced (forgotten) as we learn additional information. This displacement of information is called ________.

interference

Instrumental conditioning is also called ________.

operant conditioning

________ are frequently able to influence others' attitudes on behavior.

opinion leaders

Instrumental conditioning occurs with ________.

positive & negative reinforcement along with punishment

Physically attractive people are perceived as smarter, cooler, and happier than average people. These perceptions are a result of the ________.

halo effect

Sam Bolton hums the Purina Cat Chow jingle as he drives down the expressway. A thought suddenly occurs to Sam: "Why am I humming this stupid jingle? I don't buy this stuff; in fact, I don't even have a cat." Sam knows this jingle is ________.

incidental learning

Consumers who always are on the lookout for novel products or services and who are first to try something new are ________.

innovators

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

peripheral

________ describes the capacity to alter the actions of others.

social power

________ is the first element in the traditional communications model.

source

Most Americans will state that they are always rushed for time even though many people have opportunities for leisure. This perception is referred to as ________.

time poverty

When Bob, a wealthy real estate investor, saw an inner city kid wearing a heavy gold chain with a medallion around his neck, Bob wanted the same for himself. Bob's behavior is best explained by the ________.

trickle- up effect

The pressure to conform that escalates as more and more group members "cave in" is called ________.

bandwagon

A component of the ABC model of attitude is ________.

behavior, cognition, affect

________ includes a buyer, a seller, and a product or service and other factors.

consumption situation

According to the information process-approach to studying the memory process, in the ________ stage, information enters in a way the system will recognize it.

encoding

________ memories relate to events that are personally relevant; therefore, a person's motivation to retain these memories will likely be strong.

episodic

One of the most important in-store factors is the salesperson. This influence can be understood in terms of ________ theory, which stresses that each participant gives something to the other and hopes to receive something in return.

exchange

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

________ derives from the knowledge that a consumer possesses about a content area.

expert power

Several research methods are used to study reference groups and opinion leadership. ________ methods trace communication patterns among members of a group. These techniques allow researchers to systematically map out the interactions that take place among group members.

sociometric

A communicator's expertise, objectivity and trustworthiness refer to ________.

source credibility

A reason why consumers conform is ________.

A) cultural pressures B) fear of deviance C) commitment all of the above

Hedonic shopping motives include ________.

A) social experiences B) interpersonal attraction C) thrill of the hunt all of the above

Which of the following is an example of utilitarian influence?

An individual's decision to purchase a particular brand is influenced by the preferences of family members.

The aspect of a cultural system which describes the mental characteristics of a people and the way they relate to their environment and social groups is known as ________.

Ideology

________ is/are the mental characteristics of people and the way they relate to their environment and social group.

Ideology

________ usually dictate what is right and wrong, acceptable or unacceptable.

Norms

Which term refers to the bittersweet emotions that arise when a consumer views the past with happiness and sadness?

Nostalgia

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

As a relationship grows and progresses, gift giving tends to become more ________.

altruistic

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

an attitude

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

balance theory

M-commerce most likely takes place through ________.

cell phones

Which of the following was first demonstrated by Ivan Pavlov?

classical conditioning

Others who are present in a consumer's physical and social environment when purchases are made are called ________.

co-consumer

The systematic acquisition of a particular object or set of objects is called ________.

collecting

According to the principle of least interest, the person who is least ________ has the most power in the relationship.

committed to staying in the relationship

The ________ influence is the reference group influence that helps the consumer make decisions about specific brands or activities.

comparative

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

Which of the following is an unpleasant psychological state?

crowding

The steps that consumers practice to gradually distance themselves from things they treasure so that they can sell or recycle them are called ________.

divestment rituals

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

If a woman receives compliments after wearing Obsession perfume, she is more likely to keep buying the product and wearing it. What type of instrumental conditioning has occurred in the situation?

positive reinforcement

________ is the extent to which less powerful members of organizations and institutions accept and expect that power is distributed unequally.

power distance

________ consumption occurs with objects and events that are considered to be ordinary and everyday.

profane

The story goes that a young George Washington cut down his father's cherry tree with a hatchet. Young Washington was then asked who might have committed this act. Even though the boy feared punishment, George replied, "I cannot tell a lie; I cut down the cherry tree." This story has taken on mythical proportions in the United States. Which of the following functions does the myth best match?

psychological

In a typical ________ test, subjects are shown ads one at a time and asked if they have seen them before.

recognition

When a professor reviews a certain topic many times, he is practicing ________.

repetition conditioning

Thomas and his family recently toured the Gettysburg Battlefield on their vacation. The area was rich in history. While walking, Thomas remembered all the accounts of the battle that he had read in school. He finally understood why this place had such a special meaning in American history and to Americans in general. Gettysburg Battlefield is best classified as ________.

sacred

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

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

Which of the following is a new kind of avoidance group that has grown in popularity through the Web?

Anti-brand communities

The plain and simple fact is that Ralph has body odor. Worse than that, Ralph does not seem to care. Ralph's clothes are in shambles, and his personal hygiene could certainly be improved. For most people, Ralph would be in which of the following groups?

Avoidance groups

Do sex-related ads work?

Overall, the use of a strong sexual appeal is not very well received.

The psychological dimension of time or how it is experienced is an important factor in what mathematical study?

Queuing theory

What does the sleeper effect suggest about source credibility?

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

Sharon is upset with her secretary. Though everyone in the office agreed not to give Christmas presents this year, Sharon's secretary gave her an expensive bottle of perfume. Which of the following best identifies the source of Sharon's feelings?

The reciprocity norm

Which theory of attitudes states that people are motivated to take action to resolve inconsistencies between attitudes and behaviors?

Theory of cognitive dissonance

Emphasizing the negative consequences that may occur unless a consumer changes behavior is called ________.

a fear appeal

James Otis wants to be "just like Mike" (basketball star Michael Jordan) and has for many years. James has purchased Jordan-gear, follows Jordan's career, and he has often thought about how to give back to his community the way MJ has. Which of the following reference group terms would apply to James Otis and his relationship with Michael Jordan?

aspirational group

The importance of weak ties in a social system is demonstrated by their ________.

bridging function

________ 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

A politician attempts to gain support for her campaign for mayor by releasing a poll showing that almost 70 percent of the city's voters support her position on property taxes. What basic psychological principle is the politician using to persuade voters that she should be the next mayor?

consensus

A stage in the cognitive development process is ________.

cued, limited, strategic

Products are winnowed out as they make their way down the path from conception to consumption, a process called ________.

cultural selection

Home shopping parties may activate the risky shift or ________, in which the individual at the party may get so caught up in the party spirit that he orders products that he would normally not purchase.

deindividuation

Beth likes to volunteer at a local food bank. Because she once worked at a large supermarket and saw lots of food that had not been purchased, she arranged for a local store to give unsold items to the food bank. Beth was engaged in ________.

free-cycling

Movie and restaurant reviewers, magazine editors, retail buyers and DJ's are considered ________ because they filter information.

gatekeepers

Researchers agree that there are various levels of commitment to an attitude. The highest level of involvement is ________.

internalization

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

knowledge

A relative permanent change of behavior is called ________.

learning

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

learning and tedium

Power that is granted by virtue or a social agreement, such as the authority we give to police officers, is called ________.

legitimate power

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

A group composed of people that the consumer actually knows is called a(n) ________ reference group.

membership

Political candidates who get the most media coverage are more likely to win elections because of the effect of ________ in determining one's set of referents.

mere exposure

On her first visit to China, Jane did not know how to pay for the produce she had selected at a market. She watched several Chinese women pay for their selections, and then Jane copied their behavior. In this example, Jane used ________.

modeling

A story containing symbolic elements that express the shared emotions and ideals of a culture is called a ________.

myth

________ acknowledges that marketers will be more successful when they communicate with consumers who have already agreed to listen to them.

permission marketing

Culture is best described as a society's ________.

personality

A ________ orientation dimension distinguishes between people who prefer to do one thing at a time and those who have multitasking timestyles.

polychronic

Jeff had collected a nice wardrobe before graduating from college. All of his friends considered him "well dressed." After the first day at his new job, however, Jeff immediately went out and replaced most of his clothes with what was considered to be professional dress clothing. Jeff had just experienced the power of a new ________.

reference group

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

A special ritual marking a person's transition from one role to another is called a ________.

rite of passage

Wedding rice, birthday candles, and diplomas are considered ________.

ritual artifacts

Tara was shopping for a new pair of shoes for work. The salesperson was very helpful and friendly, bringing Tara some styles she hadn't thought to try on but that she ended up really liking. Noticing Tara's University of Wisconsin tee-shirt, the salesperson said that she was a student there. Tara ended up buying three pairs of shoes rather than the one pair she had planned on. Tara's experience shows the effect of ________ on consumer behavior.

sales people

A cognitive framework we develop through experience is called ________.

schema

According to a survey, with respect to disposing of products, about two out of three people indicate that they could be classified as ________.

selective savers

Melissa knows that when she goes to the dentist she must make an appointment, show up on time, bring proof of insurance, and have her teeth cleaned before any other dental services will be performed. With respect to her visit to the dentist, Melissa has learned a schema known as a(n) ________.

service script

When a consumer learns a desired behavior over a period of time, it is called ________.

shaping

A general attitude toward shopping is called ________.

shopping orientation

________ influence helps the consumer make decisions about specific brands or activities.

social cue

________ happens when we do not devote as much time and effort to a task as we could because our contribution is part of a larger group effect.

social loafing

When a consumer has a powerful emotional reaction to a song or photos, this is called ________.

spontaneous recall

Family branding, licensing, and look-alike packaging are all marketing strategies based on ________.

stimulus generalization

The personality of a retail store is also called ________.

store image

A(n) ________ is a marketing intermediary retained by a consumer to guide what that consumer buys.

surrogate consumer

Erika, an analyst for a marketing research firm, has been tasked with observing and probing patient behaviors at a small Midwestern clinic. In her study, Erika noticed that many patients tended to underestimate the time since their last doctor visit. What type of memory lapse did Erika most likely observe?

telescoping

The Berry and Dale advertising agency has proposed a new campaign for Bayer aspirin to overcome the public's tendency to "tune out" Bayer commercials. The proposed technique involves creating ten different 15-second spots that all demonstrate reasons for using Bayer aspirin. Which theory of message communication is the agency trying to use for in its proposal for Bayer aspirin?

the two-factory theory

Allen has a store that rents only formal wear to men, such as tuxedoes. Allen sells to a highly segmented market based on ________.

usage situation

Which attitude function is associated with a focus on particular social identities and lifestyles (e.g., "What sort of man reads Playboy?")?

value expressive

Reference groups influence us in three ways. These influences include informational, utilitarian, and ________ dimensions.

value-expression