Final Exam 4305

Which of the following are ways that marketers can deal with sensory adaptation?

- Updating marketing campaigns frequently -Creating marketing campaigns that appeal to multiple sensory receptors.

An attitude object is ______.

A product, brand, service, price, package, advertisement, or any other aspect of consumption.

The marketing role focused on driving customers into a company's purchase funnel (the detailed steps in a customer journey from awareness to purchase), pushing them through that funnel until they make a purchase, and doing so in a cost-effective way.

Acquisition marketing

Part of the tri-component attitude model, the ____ represents the consumer's emotions and feelings regarding the product or service in question.

Affective Component

____ is the practice of placing ads in places where consumers don't expect to see them or where they simply cant avoid them

Ambush marketing

____ groups are groups that consumers plan to join in the future and that they have a decent chance of joining due to direct contact with the group

Anticipatory Aspiration

Which of the following are the stages of a conversion funnel?

Awareness, alternative evaluation, post-purchase evaluation

Which of the following routes of persuasion is most enduring and most enduring and more predictive of a future purchase decision-making?

Central

___ focuses on the automatic response that humans develop through repeated exposure and reinforcement.

Classical Conditioning

Ivan Pavlov, a Russian scientist who was originally focused on learning how digestion works in mammals, pioneered _____.

Classical conditioning

Which of the following is not a type of learning?

Cognitive Dissidence

Part of their tri-component attitude model, the ____ reflects behavior, or the likelihood that an individual will take a specific action regarding the product or service in question.

Conative Component

Motivation, cues, response, and reinforcement are all critical elements of _____

Consumer Learning

Weak Stimuli involves ___.

Consumers adding bias as a means of interpreting the stimuli

This is likely the most significant eternal influence on a consumer's behavior; includes values, norms, language, religion, cuisine, and social habits.

Culture

The states that consumers' unconscious desire drive purchase decisions, and therefore, when marketing products and services, companies should appeal to those desires.

Dichter's theory of motivation

This states that consumers' unconscious desires drive purchase decisions, and therefore, when marketing products and services, companies should appeal to those desires.

Dichter's theory of motivation

When it comes to problem recognition, in the case of ___, marketers can create advertisements that consumers hear and see so consumers realize they have an unmet need awaiting fulfillment and that a marketer's product can fulfill that need

EXTERNAL STIMULI

The ___ seeks to explain how humans process stimuli (for example, marketing materials) and how doing so may lead to effective attitude change.

Elaboration likelihood model

This is the middle stage of the five-step model of consumer decison-making developed by researchers Engel, Blackwell, and Kollat.

Evaluation of alternatives

This is the set of products that you already know about, the options that are stored in your memory.

Evoked

Which of the following is not one of the principles of Gestalt Theory?

Evoked Sets

Behavioral learning is primarily concerned with how information is processed by the human mind. how it is stored, retained, and retrieved.

FALSE

TRUE OR FALSE Closure, a critical element of Gestalt psychology, deals with objects that are part of a visual design being perceived as a group or a pattern.

FALSE

TRUE OR FALSE Information search is not one of the first three stages of the consumer decision -making process.

FALSE

TRUE OR FALSE Marketing innovation is defined as developing compelling marketing messages that highlight a product's value proposition and differentiating factors.

FALSE

TRUE OR FALSE Perception is all about the objective reality of their environment - not consumers' subjective understanding of the world around them.

FALSE

TRUE OR FALSE The conversion funnel is to move consumers from consideration to awareness to purchase.

FALSE

TRUE OR FALSE The state of mind you experience as you search for something to fulfill your need is your consumer framework.

FALSE

TRUE OR FALSE A marketers role relative to consumer behavior end when the consumer selects a service or purchases a promoted product.

FALSE

TRUE OR FALSE: Information search is the first step in the five-step model developed by researchers engel, blackwell, and kollat

FALSE

TRUE OR FALSE: Persuasion via the peripheral route occurs when a consumer is both motivated and able to process information.

FALSE

TRUE OR FALSE: Repetition as a strategic application is what also enables marketers to launch new product lines and product form under the same brand name.

FALSE

TRUE OR FALSE: Search engine optimization (SEO) is a marketing tactic focused on driving traffic to a website through the use of paid search ads.

FALSE

TRUE OR FALSE: The short-term store within the human brain is a space where sensory input lasts for just a second or true.

FALSE

TRUE OR FALSE: Trait theory is not among the foundational aspects of customer segmentation.

FALSE

TRUE ORO FALSE: The utilitarian function outlines that consumers' attitudes reflect the value, or utility, that various brands actually provide.

FALSE

TRUE OR FALSE David McClelland's Human motivation theory focuses on the science of management.

FALSE??

Freudian theory focuses on the importance of adolescence experiences and the unconscious mind.

FALSE???

This is the governing body that reviews and regulates advertising materials to ensure that content is true and doesn't overpromise

FTC Federal Trade Commission

This set comprises the brands that the consumer would not consider for purchase because they dislike these brands or products.

Inept set

The ___ is comprised of those product options that the consumer is aware of but feels indifferent toward

Inert Set

Advertisements that focus on the personal benefits of product features tend to appeal to ____.

Inner-directed consumers

___ based on the notion that learning occurs through a trial-and-error process (also called operant conditioning)

Instrumental conditioning

What is consumer behavior?

It is a complex, multi-dimensional process.

An advertisement that helps consumers understand that a V8 drink can provide three of the five recommended servings of fruits and vegetables per day appeals to this function.

Knowledge Function

Cognitive theorists belie that ___ is a complex mental process that happens because consumers make the conscious choice to process information and store that information in their brains.

Learning

Which of the following is not one of the four key tenants when considering the study of consumer behavior?

Market research looks narrowly at buyer decisions to simplify the complexity of consumer behavior.

Which of the following is not an internal influence that impacts an individuals send of self?

Marketing messages

Which of the following is not one of the four key tenets of consumer behavior?

Marketing practices designed to influence consumer behavior require formal test marketing programs.

According to the consumer motivation process diagram, which of the following is between "tension" and "action"?

Motivation

The critical elements of consumer learning are ____.

Motivation, Cues, Response, Reinforcement

The ____ portrays consumers' attitudes as a function of their assessment of the attributes a product has (or doesn't have).

Multi-attribute model

According to David McClelland's Human motivation Theory, which of the following is not one of the motivators of people's actions?

Needs

Which of the following is not one of the findings regarding attitudes that psychologists generally agree on?

None of the above

Which of the following is not one of the fundamental premises of Maslow's Hierarchy of needs?

One primary application of Maslow's Hierarchy of needs is in the creation of advertising that truly appeals to target customers.

_____ Consists(s) of the inner psychological characteristics that both determine and reflect how consumers think and act.

Personality

A 16-ounce bottle of Dasani water might be placed next to a salad bar so consumers can grab a salad and water at lunch when they are on the go. This product placement exemplifies the Gestalt psychology element of ______

Proximity

While there are scores of advertising appeals for marketers to choose from, according to the chapter, one wat of categorizing them and understanding the options is to examine both emotional and _____ appeals.

Rational

This individual identified 16 personality traits that he used to understand and identify individual differences in personality.

Raymond Cattell

In this type of test, researchers show consumers an advertisement and ask them if they remembered seeing it and if they can remember any of its main points.

Recognition Test

A young corporate sales rep is taking a client to a restaurant. Which factor affecting a reference group's influence over consumer purchase decisions is displayed when he seeks the advice of a friend or imitates the behavior of a more senior sales rep, a member of his reference group, by taking the client to a restaurant that is frequented by executives whom he views as a role models?

Relevant information and expertise

Conclusions stemming from psychologists' research into human personality have not been uniform, but, overall, researchers agree on these principles. Which is not presented as on of these agreed upon principles?

Since personality is individual, it is not consistent.

Which of the following are the core elements of cognitive learning?

Storing information, retaining information, retrieving information, disposing information.

In Freudian theory, this is an individual's internal expression of society's moral code.

Superego

____ are groups that an individual is unlikely to belong to despite the fact that they may accept and strongly believe in the group's attitudes or closely held beliefs.

Symbolic Groups

As information is processed, it moves from the sensory to short-term to long-term store. As a marketer, your goal is to ensure information makes it to that long-term store in order to maximize processing and retention.

TRUE

Attitudes reflect either favorable or unfavorable evaluations of an "attitude object"

TRUE

TRUE OR FALSE Ambush marketing and experimental marketing are two ways marketers overcome sensory adaptation

TRUE

TRUE OR FALSE An example of how stimuli affects marketing efforts is snapple's elimination of the plastic seal around bottle caps.

TRUE

TRUE OR FALSE At its core, acquisition marketing is about signing as many partners as possible.

TRUE

TRUE OR FALSE Brand awareness seek to drive brand health, which is often defined as awareness and consideration of and affinity for a brand.

TRUE

TRUE OR FALSE Brand is a name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers.

TRUE

TRUE OR FALSE Brand marketers seek to drive brand health, which is often defined as awareness and consideration of and affinity for a brand.

TRUE

TRUE OR FALSE Goal identification is part of consumer movement from identifying needs and motivations to purchasing products and services.

TRUE

TRUE OR FALSE Innate needs are biological needs such as food, water, air, clothing, and shelter.

TRUE

TRUE OR FALSE McClelland's human motivation theory can be used to influence how managers set goals, provide feedback, and motivate and reward team members.

TRUE

TRUE OR FALSE Sensory adaptation is essentially "getting used to" or being less able to notice certain sensations in the environment around you.

TRUE

TRUE OR FALSE: According to psychologists who have explored the motivations behind consumer innovativeness, social factors are among the four main reasons consumers choose to accept and adopt new innovations.

TRUE

TRUE OR FALSE: An understanding of consumer personalities should form the foundation of a marketer's position strategy.

TRUE

TRUE OR FALSE: Based on the type of purchase they are exploring, consumers can fall into different categories of Karen Horney's theory relative to groups of personality types.

TRUE

TRUE OR FALSE: Both consumer behaviors and attitudes are critical components that marketers seek to measure regarding brand loyalty.

TRUE

TRUE OR FALSE: Cognitive learning is primarily concerned with how information is processed by the human mind: how it is stored, retained, and retrieved.

TRUE

TRUE OR FALSE: Consumer's problems stem from two factors: a change in the consumer's ideal state and a change in the consumer's actual state.

TRUE

TRUE OR FALSE: Consumers learn attitudes from a variety of sources ranging from direct experience to word of mouth marketing.

TRUE

TRUE OR FALSE: If cognitive factors drive the consumer decision-making process for a particular product or service, marketers need to consider providing as much rational product information up front, in the places consumers are likely to search.

TRUE

TRUE OR FALSE: In the context of marketing and consumer behavior, an "object" can be a product, brand, service, price, package, advertisement, or any other aspect of consumption.

TRUE

TRUE OR FALSE: Need for cognition (NFC) measures consumers' desire for information processing and ultimately, thinking

TRUE

TRUE OR FALSE: One of the primary differences between recall tests and recognition tests use unaided recall.

TRUE

TRUE OR FLASE Physical stimuli from the outside environment is one of two primary inputs to perception.

TRUE

According to the text, savvy companies define their brands in terms of ____, not simply by the products they sell.

The consumer needs they satisfy.

Business people truly needing to understand when and why consumers act the way they do is:

The foundation of all strategies with which a company moves forward

Consumer Socialization is:

The providing of children with the skills, knowledge, attitudes, and experiences necessary to function as consumers.

Which of the following is not one of the three facets of needs presented in the reading?

The variation among customer needs results in companies hyper-targeted messages.

TRUE OR FALSE Brand marketing is the concept of building a differentiated, recognizable identity for your company.

True

A marketer acknowledging competing products in company messaging and sharing why his or her product is superior to that of the competition defines ____

Two-sided communication

The first step in understanding how to create or change perceptions is to:

Understand the elements of perception that consumers use to understand the world around them

Which of the following is not a factor influencing an individual's ability to practice cognitive learning?

his/her knowledge of the people involved in the situation

The three interacting systems in Freudian theory are ___

id, superego, and ego

Which of the following is not an attitude model?

multi-option model