Consumer Behavior Final

What are the 3 stages of Perception?

1. Exposure 2. Attention 3. Interpretation

The three types of motivational conflicts

1. approach-approach 2. approach-avoidance 3. avoidance-avoidance

What is consumer involvement? How does this concept relate to motivation?

A person's perceived relevance of the object based on their inherent needs, values, and interests. C.I. reflects our level of motivation to process information about a product or service we believe will help us to solve a problem or reach a goal

12. What is a reference group? What is the difference between a membership reference group and an aspirational reference group?

A reference group is an actual or imaginary individual or group conceived of having significant relevance upon an individual's evaluations, aspiration or behavior. Membership reference group are consumers who actually know what they are talking about and aspirational reference groups are people the consumer does not know but they admire them. An example of an aspirational reference groups would be when a company uses a celebrity spokesperson and a potential consumer is inspired to be like that celebrity endorser.

9. What is self-concept? Explain. Using theories of the self, give an example of how self-concept influences consumer behavior.

A self-concept is how someone perceived themselves. A consumer's self-concept is based on the perception of the responses of others, this is often called the looking glass self where the consumer imagines themselves through the eyes of others perceiving them.

5. Attributes of self-concept can be described along several dimensions. When Rudi Gonzalez sees himself as handsome, Rudi is using the self-concept dimension of ________ to form his view. A) content B) positivity C) intensity D) esteem

A) Content

5. According to the ________, a product that is promoted as being better than it really is will create problems with customers even if its innate quality is already high. A) expectancy disconfirmation model B) total quality management model C) incidental similarity theory D) queuing theory

A) expectancy disconfirmation model

11. What is the difference between an opinion leader and a market maven?

An opinion leader is someone who people tend to listen to because they have expertise in a particular area of the marketplace. An opinion leader tend to be someone who is an early adopter or innovator of a certain item. A market maven is someone who likes to transmit marketplace information of all types. A market maven tends to have more marketplace information than an opinion leader does.

7. Franz Schmidt is a German teenager. His father was recently transferred to Tokyo, Japan. Franz realizes that he will have to make a big adjustment to be successful in this new environment. As Franz and his family make an adjustment to the Japanese culture, they will go through a learning process called ________. A) enculturation B) acculturation C) laddering D) globalization

B) Acculturation

5. 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 ________. A) consumption motives B) archetypes C) extroversion overcoming introversion D) the superego overcoming the id

B) Archetypes

4. ________ is the conscious designing of retail space and its various dimensions to evoke certain effects in buyers. A) Pretailing B) Atmospherics C) Market-landscaping D) Store image

B) Atmospherics

3. Which of the following best defines what is implied by the symbolic self-completion theory? A) Consumers with low self-esteem tend to buy products that violate their self-concept. B) Consumers who have an incomplete self-definition tend to buy products that complete their identity. C) Consumers delay purchases that conform to their actual self-image until their self-concept is consistent with their social self. D) Consumers select products that conform to their self-image through a process that is largely subconscious.

B) Consumers who have an incomplete self-definition tend to buy products that complete their identity

7. A typical antecedent state related to purchase and postpurchase activities is product disposal. A) TRUE B) FALSE

B) False

7. It is unusual for consumers to have multiple role identities. A) TRUE B) FALSE

B) False

6. When Maria began work again after having a child, she was surprised at how much more she had to do. Before she had her child, she only had to take care of her husband and herself—now she has a baby! She just never seems to have enough time to please everyone and get her work done. Which of the following terms is most closely associated with Maria's dilemma? A) social pressure B) time poverty C) expectancy disconfirmation model D) incidental similarity

B) Time Poverty

3. An advertiser that uses its Web site to attract consumers classified as Innovators, Achievers, and Experiencers most likely uses which of the following segmentation systems? A) BrandAsset Archetypes B) VALS2 C) RISC D) PRIZM NE

B) VALS2

2. A person who receives rewards and status because of his hard work is said to have ________ status. A) ascribed B) hierarchical C) achieved D) longitudinal

C) Achieved

6. Ad Bait Advertising Agency has a new technique for reaching consumers. It tailors its clients' ads to consumers based on consumer Internet use. Specifically, Ad Bait tracks what Web sites are visited by selected consumers and then determines what ads would be best suited to these consumers. Which of the following terms most closely matches Ad Bait's strategy for reaching consumers? A) lifestyle research B) personality research C) behavioral targeting D) personalized retargeting

C) Behavioral Targeting

2. Which of the following is an unpleasant psychological state? A) density B) arousal C) crowding D) expectancy

C) Crowding

8. Vanna is anxiously watching the jeweler appraise the engagement ring that Chad recently gave her. She knows that it might not be proper to go behind Chad's back and have the ring appraised, but she wants to insure it (and she really wants to know just "how much" Chad loves her). Attaching abstract values such as love to concrete attributes such as size and clarity of the stone is a process called ________. A) escalating value B) sentiment analysis C) laddering D) disassociation

C) Disassociation

7. Fred has been a farmer all his life. He inherited the family farm when he was 35, but that was twenty years ago. It looks like he is going to lose the farm and have to take a manual labor job in the city to support his family. What form of mobility best describes Fred's position? A) horizontal mobility B) two-way stretch mobility C) downward mobility D) upward mobility

C) Downward Mobility

4. The extended self is comprised of ________. A) our actual and ideal selves B) our actual and virtual selves C) external objects we consider a part of us D) our body image and self-esteem

C) External objects we consider a part of us

5. The ________ marketing perspective recognizes that people sort themselves into groups on the basis of the things they like to do, how they like to spend their leisure time, and how they choose to spend their disposable income. A) personality B) motivation C) lifestyle D) social

C) Lifestyle

2. The ideal self is a person's conception of how she ________. A) adapts to play different roles B) imagines others to think of her C) would like to be D) realistically thinks she is

C) would like to be

4. What is conspicuous consumption? Explain and give an example.

Conspicuous consumption is the lavish spending on goods and services acquired mainly for the purpose of displaying income or wealth. It is premised on the idea that consumers copy the upper class in their consumption.

8. Meagan is planning her wedding and wants everything to be just right, from the invitations and table settings to the ceremony and music selections. Because she feels overwhelmed by all of the information to sort through and the choices to make, she hires a wedding planner to make many of the decisions and purchases for her. Meagan's wedding planner is best described as a(n) ________. A) innovative communicator B) consumer surrogate C) opinion seeker D) key informant

Consumer Surrogate

6. Arthur was asked to speak in front of a group of downtown business people during the noon hour. He noticed that as he spoke, one person appeared to be napping and another frowned during the entire presentation. "I'm not going to do that again," Arthur promised himself. "I am not a good public speaker!" Which of the following terms best reflects Arthur's perception of himself and his ability as a speaker? A) multiple selves B) ideal self C) actual self D) looking-glass self

D) Looking-Glass self

5. The opinion leader referred to as a(n) ________ is actively involved in transmitting marketplace information of all types. A) surrogate consumer B) innovator C) monomorphic leader D) market maven

D) Market Maven

6. Amos always felt that it was unfair that society created artificial divisions that discouraged him from having friends from different social structures. Which of the following terms describes the process that Amos is having difficulty with? A) reference group affiliation B) bias C) the "silver spoon" syndrome D) social stratification

D) Social Stratification

1. Reference groups influence us in three ways. These influences include informational, utilitarian, and ________ dimensions. A) reputational B) descriptive C) knowledge D) value-expressive

D) value-expressive

6. Product information that is transmitted by individuals to individuals is called ________. A) independent analysis B) product shuffle C) reactance formation D) word-of-mouth

D) word-of-mouth

The difference between inertia and brand loyalty

Inertia: The process whereby purchase decisions are made out of habit because the consumer lacks the motivation to consider alternatives Brand Loyalty: Repeat purchasing behavior that reflects a conscious decision to continue buying the same brand

The difference between a non-compensatory and a compensatory decision rule

Non-compensatory Rule: Decision shortcuts a consumer makes when a product with a low standing on one attribute cannot make up for this position by being better on another attribute Compensatory Rule: A set of rules that allows information about attributes of competing products to be averaged in some way; poor standing on one attribute can potentially be offset by good standing on another

8. What is psychographics? Give an example of how and why marketers may use psychographic segmentation.

Psychographics tells us why we buy certain products compared to demographics which tell us who buys certain products. Marketers would want to use psychographic segmentation because it would tell them how to market a specific product to a person's lifestyle to increase the likelihood of an advertisement of a product/service being effective.

What is a script versus a schema?

Script: A learned Schema containing a sequence of events an individual expects to occur Schema: An organized collection of beliefs and feelings represented in a cognitive category

What are heuristics?

The mental rules of thumbs that lead to a speedy decision

What is the absolute threshold?

The minimum amount of stimulation that can be detected on a given sensory channel

Perception

The process by which stimuli are selected, organized, and interpreted

3. What is ZMOT? Explain. Give one example of how marketers can multiply their ZMOT impact.

ZMOT stands for Zero Moment of Truth and was developed by Google in 2011. ZMOT is research that a consumer does before they go and buy a product which has changed the way marketers have to market their product. Marketers can multiple their ZMOT impact by being relevant during the purchase decision by providing mobile-relevant answers so when consumers go to do their research they on a product they find information directly from the company producing the product and not from third parties.

halo effect

a phenomenon that occurs when people react to other, similar stimuli in much the same way they respond to the original stimulus

secondary data

information that already exists somewhere, having been collected for another purpose

primary data

information that is collected for the first time; used for solving the particular problem under investigation

What is the Differential Threshold?

the ability of a sensory system to detect changes in or differences among stimuli

Consumer Behavior

the process involved when individuals or groups select, purchase, use, and dispose of goods, services, ideas, or experiences to satisfy their needs and desires

looking-glass self

the process of imagining the reaction of others towards us. According to this view, our desire to define ourselves operates as a sort of psychological sonar: we take readings of our own identity by "bouncing" signals off others and trying to project the impression they have of us. The looking-glass image we receive will be different, depending on whose views we consider.

theory of cognitive dissonance

theory based on the premise that a state of "DISSONANCE" tension is created when beliefs or behaviors conflict with one another; people are motivated to reduce this inconsistency (or dissonance) and thus eliminate unpleasant tension

What is prospect theory?

A descriptive model of how people make choices

10. What is the difference between a surrogate consumer and a market maven?

A surrogate consumer is someone who is hired to make decisions for another parry, for example a wedding planner is a surrogate consumer as they are hired to help plan the wedding to take away some of the stress from the bride and groom. A market maven is someone who likes to transmit marketplace information of all types and tend to have more marketplace information than opinion leaders.

3. 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. A) deindividuation B) homophily C) surrogate shift D) principle of least interest

A) Deindividuation

3. According to the text, shopping is an activity that can be performed for either utilitarian or ________ reasons. A) hedonic B) tangible C) functional D) moral

A) Hedonic

8. Through the process of ________, people try to "manage" what others think of them by strategically choosing clothing and other products. A) impression management B) self-extension C) self-esteem D) social comparison

A) Impression Management

1. Which of the following theorists is best known for arguing that an individual's relationship to the means of production determines his position in society? A) Karl Marx B) Max Weber C) Horatio Alger D) Thorstein Veblen

A) Karl Marx

4. What theory of personality suggests that one person differs from another because of a number of different characteristics such as introversion or extroversion? A) trait theory B) collective unconscious theory C) Freudian theory D) archetype theory

A) Trait Theory

1. Others who are present in a consumer's physical and social environment when purchases are made are called ________. A) co-consumers B) by-standers C) purchase competitors D) challengers

A) co-consumers

8. Jason is a marketing researcher working for a client who believes that social class will be an important segmenting device. Jason decides to find social class categories by simply asking respondents to pick their own category. Which of the following best supports Jason's approach? A) Most Americans don't mind talking about social class but usually get their own wrong. B) American consumers generally have little difficulty accurately placing themselves in the lower-middle class or middle class. C) American consumers are generally better able to identify their neighbors' social class than their own social class. D) Respondents will list the social class they wish to belong to rather than the one they actually occupy.

B) American consumers generally have little difficulty accurately placing themselves in the lower-middle class or middle class

8. A typical utilitarian shopping motive is interpersonal attraction. A) TRUE B) FALSE

B) False

1. ________ refers to the positivity of a person's self-concept. A) Social comparison B) Self-esteem C) Self-image D) Self-concept

B) Self-esteem

4. A marketing manager who wants to identify opinion leaders for her product category should do which of the following? A) She should find government officials who use the product. B) She should find socially active persons who are intensely interested in the product category and who are similar to other customers. C) She should find intellectuals who can write and speak well so that communication will be facilitated. D) She should look for people who stand out in a crowd.

B) She should find socially active persons who are intensely interested in the product

2. A group composed of people that the consumer actually knows is called a(n) ________ reference group. A) aspirational B) tribal C) membership D) networked

C) Membership

1. ________ refers to a person's unique psychological makeup and how it consistently influences the way a person responds to his or her environment. A) Lifestyle B) Belief system C) Personality D) Self-concept

C) Personality

3. ________ refers to the passage of individuals from one social class to another. A) Status crystallization B) Social affinity C) Social mobility D) Social stratification

C) Social Mobility

4. A Rolls-Royce, a Cartier diamond, and an Andy Warhol painting are all items bought and displayed as markers of social class. These products are ________. A) social inhibitors B) social parameters C) status symbols D) psychological blocks

C) Status Symbols

7. What is guerrilla marketing? A) the use of large, attention-getting displays such as balloons and searchlights at the retail site B) the use of hidden attacks on the competition by creating false news releases, negative WOM, and industrial sabotage C) the use of promotions that rely on unconventional locations and strategies to build buzz D) the use of a monster attack on all sources of media so that a promotion is seen and heard simultaneously, no matter where a customer turns

C) The use of promotions that rely on unconventional locations and strategies to build buzz

2. Which of the following theorists proposed that an individual's adult personality results from a conflict between the individual's desires to gratify his or her physical needs and the necessity of functioning within a society? A) Maslow B) Jung C) Reisman D) Freud

D) Freud