Consumer MKT 335 Exam 2

subliminal advertising

Advertisements with messages (often sexual) supposedly embedded in illustrations just below the threshold of perception.

Which of the following best defines what is implied by the symbolic self-completion theory?

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

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

Eastern

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

In a Freudian interpretation, what is the function of the ego?

The ego is a system that mediates between the id and the superego.

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

The majority of respondents believe that our society does not use reasonable standards to evaluate women's beauty.

Do fear appeal ads work? Which of the following best answers this question?

The work if the threat is moderate and when a solution to the problem is presented

A company wants to persuade a customer to buy its products. If the consumer is characterized as having 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

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

a large gap between their real and ideal selves

The _______________ threshold refers to the minimum amount of stimulation that can be detected on a sensory channel.

absolute

Mary Nabholz 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 these ads because they have become familiar. Which of the following personal selection factors is affecting Mary Nabholz's response to the ads?

adaptation

When we ______________ products, we evaluate them using schemas we typically apply to classify people.

anthropomorphize

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

archetypes

A(n) _________________ is a lasting, general evaluation of people (including oneself), objects, advertisements, or issues.

attitude

_________________ refers to a consumer's subjective evaluation of his or her physical self.

body image

What type of learning theory emphasizes that people are problem solvers who actively use information from the world around them to master their environment?

cognitive learning

___________________ refers to a strategy in which a message compares two or more specifically named or recognizably presented brands and evaluates them in terms of one or more specific attributes.

comparative advertising

Classical conditioning takes place when a(n) ________________ is continuously matched with a(n) __________________ .

conditioned stimulus ; unconditioned stimulus

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

Size, color, position, and novelty are all strategies for creating which of the following?

contrast

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

Brand ____________ refers to the extent to which the consumer is willing to pay more for the branded version of a product than for a non-branded version.

equity

According to the ___________________ hierarchy, 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

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

exposure

The extended self is comprised of ________________ .

external objects we consider a part of us

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

extinction

Our brains tend to relate incoming sensations to others already in memory, based on some fundamental organizational principles. These principles derive from _________________ , a school of thought that maintains that people interpret meaning from the totality of a set of stimuli rather than from any individual stimulus.

gestalt psychology

According to the exposure factor leading to adaptation, frequently encountered stimuli ________________ as the rate of exposure increases.

habituate

The ______________ 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

All multi-attribute attitude models specify the importance of three elements. Two of those elements are attributes and beliefs. What is the third element?

importance weights

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

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

individuality

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

internalization

Which of the following refers to the meanings we assign to sensory stimuli?

interpretation

The minimum difference that can be detected between two stimuli is known as the ____________________ .

j.n.d. (just noticeable difference)

A philosophy that translates customers' feelings into design elements is called ______________ engineering.

kinsei

__________________ refers to a relatively permanent change in behavior that is caused by experience.

learning

The _______________ hierarchy 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

___________________ involves a process of acquiring information and storing it over time so that it will be available when needed.

memory

Many marketers use "the good old days" as a common theme in promotional messages. This is a strategy of focusing on _______________ .

nostalgia

Another name for instrumental conditioning is _________________ conditioning.

operant

The process by which people select, organize, and interpret sensory information is called ________________ .

perception

An individual may not process stimuli that are in some way threatening, or may distort the meaning of a stimulus to make it less threatening. This type of perceptual filter is called ___________________ .

perceptual defense

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

peripheral

What form of marketing is based on the premise that a marketer will be much more successful when he communicates with consumers who have already agreed to listen to him?

permission marketing

_________________ refers to a person's unique psychological makeup and how it consistently influences the way a person responds to his or her environment.

personality

Popular online matchmaking services such as match.com and eharmony.com offer to create your "personality profile" and then hook you up with other members whose profiles are similar. This approach focuses on the quantitative measurement of ______________ .

personality traits

An active attempt to change attitudes is called ______________ .

persuasion

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 marketplace relative to its competitors.

positioning strategy

If a woman gets compliments after wearing Obssession 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

In the process of ________________ , certain properties of a stimulus evoke a schema.

priming

A new Green Giant ad campaign relied on the _______________ when it used a redesigned package for Green Giant products that showed the Green Giant in a "sea of green." It was felt that the Green Giant products were now unified under a common design banner.

principle of similarity

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

recognition

____________________ refers to the positivity of a person's self-concept.

self-esteem

According to ______________ models, we choose products with attributes that match some aspect of our selves.

self-image congruence

When a gas station blows "fresh coffee smell" around the gas pumps to tempt customers to come inside for a cup, the gas station is using a form of __________________ marketing to influence customers. Select one:

sensory

__________________ memory permits temporary storage of information we receive from our senses.

sensory

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 a state of ______________ .

sensory overload

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

Most Freudian applications in marketing relate to the product's ________________ .

sexual symbolism

Which theory of attitudes assumes that people assimilate new information about attitude objects in light of what they already know and feel, using an initial attitude as a frame of reference to categorize new information?

social judgement theory

Which of the following is NOT one of the four levels of the extended self?

social level

Historically, people have most closely associated tattoos with ______________ .

social outcasts

In the communications model, the element in which the message originates is the _____________ .

source

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 the theory of classical conditioning, _____________ should be encouraged by promoting unique attributes of a well-established brand.

stimulus discrimination

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

stronger

A(n) _____________ is a sign that relates to a product by either conventional or agreed-on associations.

symbol

Erika landed a job as an analyst for a small marketing research firm whose task was to observe and probe patient behaviors at a small Midwestern clinic. In her study, she noticed that many of the patients had a tendency to underestimate the time since their last doctor visit. The memory lapse she observed was due to a memory problem called ____________ .

telescoping

An advertisement emphasizes that if a consumer uses a certain deodorant he or she will not offend other people and will not cause problems in the workplace because of bad body odor. What part of the Freudian system is this ad appealing to?

the superego

Stimulus generalization refers to __________________ .

the tendency of stimuli similar to a conditioned stimulus to evoke similar, conditioned responses

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

theory of cognitive dissonance

Researchers have added to the original Fishbein multi-attribute model. The name of this extended-Fishbein model is the __________________________ .

theory of reasoned action

People in every culture adorn or alter their bodies in some way. Decorating the self serves a number of purposes. Which of the following in NOT one of those purposes?

to indicate expected life-span

Some color combinations come to be so strongly associated with a corporation that they become known as the company's ___________________ .

trade dress

The fine line between familiarity and boredom has been explained by the __________ , which proposes that two separate psychological processes are operating when a person is repeatedly exposed to an ad.

two-factor theory

Rick Tuan 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, Rich chooses to offer a ____________ message in which he presents the positives and negatives of quitting smoking. He feels sure that this approach will have a greater likelihood of success with his friend.

two-sided

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

value-expressive

A department store decides to use "secret shoppers" at unannounced times to test for service quality among its personnel. Store personnel are rewarded for excellent service attitudes. Which of the following reinforcement schedules would most likely apply in this situation?

variable-interval reinforcement

Almost any technique that increases the novelty of a stimulus also improves recall of the stimulus. This result is called the _____________ .

von restorff effect

The ideal self is a person's conception of how she ________________ .

would like to be