Consumer Final Exam

Why are approach-approach conflicts likely to create more cognitive dissonance that approach-avoidance conflicts?

Approach-approach conflicts result when both alternatives are positive. The selection of one results in the rejection of another, which creates a need for a cognitive explanation of why one positive choice was not selected

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

Archetypes

When Coke weaves a sound into a piece of music, the advertisement is using _______

Audio Watermarking

Which of the following refers to consumers who refuse to sacrifice style but achieve that style on a budget?

Frugalists

When companies make false claims about how environmentally friendly their products are, ___________ has occurred

Greenwashing

A digital native is someone who ______

Grew up in a wired and highly networked area

Based on motivational research, which of the following consumption motives most likely explains a person's motivation to purchase gourmet foods, foreign cars, cigarette holders, or perfume?

Individuality

Claudia Norman, a marketing consultant, recommended that brand equity for a new environmentally friendly product could be established by giving initial customers free memberships in the Sierra Club organization. Claudia used which of the following in her recommendation?

Instrumental Conditioning

Which form of relationship between product and consumer is most at risk of the consumer switching to a different brand or product?

Interdependence

A consumer who buys the same brand over and over again exhibits _________

brand loyalty

Tanya scans the newspaper ads every day for new information about current fashion styles and trends, eventhough she isnt thinking about buying clothes anytimes soon. Tanya is engaging in an _______ search

ongoing

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 services that signify success

Achievement

Mary travels the same way to work every day. She notices advertisements in store windows when the ads first go up. However after a few days, Mary no longer pays attention to the ads because they have become familiar. Which of the following is affecting Mary's response to the ads?

Adaptation

Which of the following is NOT one of the three processes of perception?

Adaptation

Bill has a toothache and he wants the tooth to stop hurting, but he has always been afraid to go to the dentist. What type of motivational conflict is Bill experiencing?

An approach-avoidance conflict

Which of the following is associated with compulsive consumption?

Anxiety

Frank is sitting in his psychology 101 class listening to his professor attempt to explain the "black box" process and its connection with learning. He suddenly smells the aroma of fresh cinnamon rolls, and his mouth begins to water. He looks around the room and sees a student in the last row bite into big juicy roll. "I wish I were sitting next to him," Frank thinks, "because I know I could steal a bite." What Frank just went through in class was similar to the "black box" process being described by his professor. This process is most closely associated with which of the following learning methods?

Behavioral Learning

The Pillsbury Doughboy and the Jolly Green Giant are examples of _____________

Brand personalities

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.

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

Carl Jung

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

Cognitive

A consumer buying an unfamiliar product that carries a fair degree of risk would likely engage in what kind of decision making?

Cognitive Decision Making

Classical conditioning takes place when a(n) ______________ is continuously matched with a(n) ______________

Conditioned Stimulus; Unconditioned Stimulus

A(n) _________ is a person who identifies a need or desire, makes a purchase, and then disposes of a product

Consumer

A physiological or psychological dependency on a product or service is called ________

Consumer Addiction

____________ is a physiological or psychological dependency on products or services

Consumer Addiction

Which of the following is the study of the processes involved when individuals or groups select, purchase, use, or dispose of products, services, ideas, or experiences to satisfy needs and desires?

Consumer Behavior

These are values that uniquely define a culture. In the American culture, they include values such as youthfulness, achievement, materialism, and activity.

Core Values

The shoe company TOMS gives a pair of shoes to a needy child for every pair that it sells. This is an example of a company which has integrated ________ into its business model.

Corporate Social Responsibility

Bayer HealthCare established a new campaign for Yaz birth control to ensure consumers understand that Yaz does not treat PMS, a claim which had been made in early Yaz advertisements. Bayer is using ___________

Corrective Advertisement

People often make decisions on the basis of mental accounting. Once facet of this accounting is making a decision based on the way a problem was posed. This is called ______

Framing

A soft drink company decided to purchase a cola drink with more caffeine than usual in hopes of preventing current teen and early-twenties customers from shifting to coffee and tea drinks after graduating from college. The company test-marketed this new product at Bloomsburg University. The company has segmented the market on __________

Demographics

When a sacred item or symbol is removed from its special place or is duplicated in mass quantity becomes profane as a result of _________

Desacralization

Why is age a common demographic category used in understanding consumer behavior?

Different age groups have different wants and needs

Dimensions we use to judge the merits of competing operations are called

Evaluative criteria

Jill was planning on traveling over spring break, but didn't want to spend a lot of money on the airfare. Even though it took more time, she went online to get tickets instead of going to a travel agent. What theory of motivation best explains Jill's behavior?

Expectancy Theory

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

Experiencers

Ben Stevens is driving along a mountain road. In the distance, he sees a road crew working on a flaunter that has blocked the highway. When Ben first sees the road crew, which of the following perceptual processes has been engaged?

Exposure

When a stimulus comes within the range of someone's sensory receptor, a(n) _______ occurs

Exposure

When Sally sees an AD in a newspaper about a particular product, goes to the store, reviews the actual product offer in the store, rejects the product, and tells the salesperson why she did not buy the product, she is providing_________ in the communications model established by the store.

Feedback

Buying decisions that are made with little or no conscious effort are called_______

Habitual

A consumer who uses a few simple decision rules to arrive at a purchase decision is using which of the following?

Habitual Decision Making

___________ refers to the tendency people have to react to stimuli similar to an original stimulus in a classical conditioning situation in much the same way they responded to the original stimulus

Halo Effect

Hannah was embarrassed when her friends teased her about dancing on a table Friday night. She tried to tell her friends that she is really quite introverted and shy. Her friends observed that Hannah does not appear shy when she is out on a weekend evening. Which of the following statements is most applicable in understanding Hannah's personality?

Hannah's personality is a unique psychological makeup that consistently influences behavior within a certain environmental situation. Although behavior will be consistent within consistent environments, it does not have to be consistent between environments

Jim Smith thinks he should be more outgoing. He is looking at his ________

Ideal Self

According to the Federal Trade Commission, the most common consumer complaint, accounting for nearly 20% of all problems reported, is ___________

Identity Theft

Norma Shields is a researcher investigating lifestyles of the rich and famous. This week she is examining her target audience's views on food, the media, fashion, and recreation. Which of the AIO categories does Norma seem to be working on now?

Interests

_______________ refers to the meanings we assign to sensory stimuli

Interpretation

A proponent of _______ would most likely to argue that our society emphasizes science and technology too much

Interpretivism

A proponent of __________ would most likely argue that our society emphasizes science and technology too much.

Interpretivism

The minimum difference that can be detected between two stimuli is known as _________

Just noticeable difference

The way consumers feel about themselves, the things they value, and the things they like to do in their spare time are part of how marketers segment using __________________

Lifestyle

Die-hard Apple fans post videos on YouTube claiming their affection for Apple products. They most likely have a(n) _____________ relationship with the product.

Love

Jeffrey Quills is seen by his friends as a somewhat strange person. At times he is lovable, warm, and friendly. At other times he can be mean-spirited, uncaring, and hostile to all who know him. Which of the following general statements about personality most closely matches what friends observe about Jeffrey?

Many studies have found that people do not seem to exhibit stable personalities

The ability to find and purchase goods is called _____________

Market Access

The importance people attach to worldly possessions is known as ___________

Materialism

Casinos make their interiors very plush and expensive looking, knowing that gamblers who make a $10 bet in average surroundings would gladly make $100 wagers in luxurious surroundings. Which of the following best explains the gambler's behavior?

Mental accounting emphasizes the extraneous characteristics of the choice environment even if the results are not rational

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

Modeling

Another term for positivism is _________

Modernism

In instrumental conditioning, what is the distinction between negative reinforcement and punishment?

Negative reinforcement occurs when a negative outcome is avoided, while punishment occurs when an action causes a negative outcome

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

Nostalgia

Lucy Chang recently purchased a lovely ceramic bowl that featured a red dragon design. When she thought about her purchase, she found that she really had no justification for buying the bowl other than it reminded her of the bowls her mother used during evening meals when she was a young child in Hong Kong. Which of the following types of relationships with a product best explains the reason for Lucy's purchase of the dragon bowl?

Nostalgic Attachment

Because the brain's capacity to process information is limited, consumers are very selective about what they pay attention to and tend to select stimuli that relate to their current needs. This type of perceptual filter is called _________

Perceptual Vigilance

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

Personality

Match.com and E-Harmony measure identifiable personal characteristics called ___________

Personality Traits

The mass market produces and consumes music, movies, sports, and other forms of entertainment is known as _____________

Popular Culture

The __________ for a brand guides how a company uses elements of the marketing mix to influence the consumer's interpretation of the brand's meaning in the market place relative to its competitors

Positioning Strategy

The success of ________ hinges on the marketers ability to convince the consumer to consider its product within a given category

Positioning strategy

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

A consumer researcher who believes in the paradigm of _________ believes that human reason is supreme and that there is a single or objective truth that can be discovered by science.

Positivism

George says that he sees everything as "black or white no in between." George would most accurately be characterized as a(n) ___________

Positivist

Which of the following occurs when a consumer uses a selected product and decides whether it merits his/her expectations?

Post-purchase evaluations

__________ occurs whenever the consumer sees a significant difference between his or her current state of affairs and some desired state

Problem Recognition

Jenny Rowlins is absolutely exhausted after her shopping trip to pick out a dress for her sorority's formal event. The stores were crowded, and none of her favorite shops carried a dress that she liked in her size. After spending hours at the mall, Jenny decided to order her dress online and just return it if it was not exactly right. This story is an example of how consumer behavior is a _________

Process

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

Product Personalization

A consumer can recognize problems as either an opportunity or a need. How should promotions differ between those emphasizing opportunities and those emphasizing needs?

Promotions emphasizing opportunities should attempt to increase the ideal state, while promotions emphasizing needs should give locations where the products can be purchased

_____________ 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

A hot and thirst customer buys a cool drink and finds it very satisfying. He then buy another even though he had not initially planned on buying two and even though he is no longer thirsty. This is an example of:

Purchase momentum

________ occurs when marketers appropriate elements of popular culture and use them as promotional vehicles

Reality Engineering

When the ego tries to balance opposing forces, it uses the ____________

Reality Principle

Research has indicated that the color ________ creates feelings of arousal and stimulates appetite

Red

Which of the following marketing philosophies emphasizes interacting with customers on a regular basis giving them reasons to maintain a bond with a company's brands over time?

Relationship Marketing

Which of the following is NOT one of the consumer rights established in President John F. Kennedy's Declaration of Consumer Rights?

Right to desire more

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

Self -concept

When a product helps to establish the user's identity, the user is said to have a(n) ___________ type of relationship with the product

Self-Concept Attachment

The average adult is exposed to about 3,500 pieces of advertising information every single day, far more information than they can or are willing to process. Consumers who are exposed to more information than they can process are in state of ____________

Sensory Overload

A sales manager pays a bonus to new trainees when they develop a good sales prospectus. Later, after the trainees have completed two months of training, the manger pays a bonus only for an actual sale. The manager is applying what process of instrumental conditioning to help the trainees be productive in their sales careers?

Shaping

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

Shaping

Lindsay believed that customers would come to view her new resort hotel with high personal involvement because it was a quality property with an excellent view. Instead, she found that many of her customers cam to the hotel only when she offered special price discounts. What aspects of consumer involvement has Lindsay ignored?

She forgot that consumer involvement includes personal factors and situational factors as well as object factors.

Sally believes in protecting the environment and likes the concept of recycling. However, in her area it requires a lot of effort for her to recycle. For her to recycle, she has to sort items and haul them herself to the recycling center in her town, requiring a high level of effort. Given this level of effort, how likely is it that Sally will recycle?

Somewhat unlikely

Consumers who are ____________ love buying everything in sight

Spendthrifts

Behavioral learning theorists do not focus on internal thought processes; rather, they look to external evidence to study learning. What aspects of the environment are of most concern to behaviorists in studying learning?

Stimulus and Response

According to Weber's Law, the _______ the initial stimulus, the greater a change must be for people to notice the change.

Stronger

Which term refers to the perception that is below the level of the consumer's awareness?

Subliminal Perception

A billboard is positioned beside a busy highway. However, the merchant that has purchased the billboard complains that no response is being generated by his advertising message. Upon closer inspection, the billboard company determines that the typeface used is too small to be effectively read by a motorist going 60+ mph on the highway. Which of the following sensory thresholds would be most appropriate to explain the failure of this advertisement to connect with motorists?

The Absolute Threshold

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 the 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 to the computer expert ignore?

The Need For Affiliation

A marketing study found that respondents believed that a dark-haired model would be for effective in selling gold jewelry than a blond-haired celebrity would if the dark-haired celeb. was not perceived to be ethnic. What two ideas of using celebrities are communication sources are most likely to be at work here.

The celebs. image should match that of the product and should embody cultural meaning.

Pam rarely makes eye contact with others in social settings. Though by many standards she is physically attractive, she perceives that others find her plain and uninteresting. By not making eye contact, she is somewhat creating a self-fulfilling prophecy with respect to males in her social circle. This situation matches occurrences in which of the following "self" situations?

The looking glass self

A Unilever - sponsored survey which asked American women how they felt about their appearance reported which of the following?

The majority o respondents believe women in ads are not realistic.

Despite improvements to the Fishbein model, all of the following are considered obstacles to predicting behavior using this model EXCEPT which one? (#9)

The model has relatively weak theorems about attitudes

________ 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

Esso (now Exxon in the US) 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

Scott thought of himself as a very successful marketer. He created a campaign with a product logo that was very popular and that customers associated with a quality product. It was so popular that in a few months, the logo began to appear almost everywhere. Instead of increasing sales of the product, the customer demand began to decrease as competitors' products became more successful. What characteristic of learning was most likely ruining Scott's apparent success?

Too much repetition was decreasing the strength of the conditioning effect, thus leading to extinction of the learned relationship between the logo, the quality of the product, and the association with Scott's company

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

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

a large gab between their real and ideal selves.

Decisions driven by our emotional responses to a product are called ________

affective decisions

Motivational research relies on ____________ of individual consumers

depth interviews

Bart was a mortuary worker who noticed that there seemed to be a social class difference in what people placed on the graves of departed family members. What Bart observed was a class difference in how people manifest the relationship between external objects and the _______ self

extended

Casinos make their interiors very plush and expensive lookings, knowing that gamblrs who would be reluctant to make a $10 bet in average surroundings would gladly make $100 wagers in luxouious surroundings. Which of the following best explians gamblers beh.

mental accounting emphasizes the extraneous characteristics of the choice environment even if the results are not rational.

If a female consumer sees and ad about a woman who can no longer fit into her old baithing suit, the consumer might think about her own situation and make a personal pledge to lose weight before summer arrives. This would be an ex. of marketing communications that attempt to influecnce a consumers level of_____

self-esteem

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.

Rick has a unique problem, He must persuade a good friend to stop smoking. He knows that if he just says "quit", his message will be rejected. Instead, Rick chooses to offer a _________ message in which he presents the positive and negatives of quitting smoking. He feels sure that his approach will have a greater likelihood of success with his friends.

two- sided approach

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