Marketing and Consumer Mountain Exam 2

An advertiser that uses its website to attract consumers classified as Innovators, Achievers, and Experiencers most likely uses the ________ segmentation system?

VALS2

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

body image

According to ________, we evaluate the effort we'll need to make a particular choice and then we tailor the amount of cognitive "effort" we expend to make that choice.

constructive processing

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

a source credibility

According to the VALS2™ system, consumers that have strong principles and favor proven brands are considered ________.

believers

Dimensions we use to judge the merits of competing options are called ________.

evaluation criteria

Buying decisions that are made with little or no conscious effort are called ________.

habitual

A person's conception of how he/she would like to be is called

ideal self

College student Jeff Barnes sees himself as a rich banker who drives a top of the line BMW. This fantasy is an expression of the ________.

ideal self

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

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

AIO surveys help measure ________.

lifestyles

Both Eastern and Western cultures see the self as divided into a(n) ________.

. inner, private self, and an outer, public self

A well-known segmentation system based on how consumers agree or disagree with various social issues is called ________.

a. the VALS™ (the Values and Lifestyles) system

________ is the conscious designing of retail space and its various dimensions to evoke certain effects in buyers.

atmospherics

________ occurs when people appear to "forget" about the negative source and change their attitude.

the sleeper effect

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

an attitude

________ refers to the possession of both masculine and feminine traits.

androgyny

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

balance theory

A store environment that has been made to resemble a living room where customers can relax, hang out with friends, or even learn is referred to as a(n) ________.

being space

Anna Jones thinks she should lose some weight even though she is skinny. Anna is concerned about her ________

body image

A consumer who buys the same brand over and over again exhibits ________.

brand loyalty

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

polychronic

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

problem recognition

According to ________, utility is defined in terms of gains and losses.

prospect theory

According to the Issues Related to Purchase and Postpurchase Activities model presented in the text, the ________ includes the shopping experience, point-of-purchase stimuli, and sales interactions.

purchase environment

According to the ________ rule, a product with a low standing on one attribute cannot make up for this position by being better on another attribute.

noncompensatory

Chen Lo uses a decision rule that says "Only buy well-known brand names" when selecting a set of golf clubs. He does not look at price, the store, or even discounts when purchasing clubs. Chen Lo's purchasing pattern is an example of a consumer using a ________.

noncompensatory rule

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

permission marketing

According to the sociological tradition of ________, relationships with other people play a large part in forming the self.

symbolic interactionism

A component of a hierarchy of effects is ________.

all of these

A component of the ABC model of attitude is ________.

all of these

Hedonic shopping motives include ________.

all of these

________, one of Freud's followers, proposed that people can be described as moving toward others (compliant), away from others (detached), or against others (aggressive)

Karen Horney

Do sex-related ads work?

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

A coupon-dispensing machine in a grocery aisle and an employee handing out free samples of a new product are both examples of ________.

POP stimuli

Esso (now Exxon in the United States) 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.

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

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

a large gap between their real and ideal selves

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

affective

A bucket in consumer decision making is ________.

all of these

A company who uses the home shopping party method is ________

all of these

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

cognitive

________ is where a person derives his or her identity in large measure from a social group.

collective self

___ 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 ________ includes a buyer, a seller, a product or service and other factors, such as how the physical environment makes one feel.

consumption situation

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

consumption situation

Freedom, youthfulness, achievement, and materialism are characterized as U.S. ________.

core values

_______ is/are a norm that controls basic behaviors such as who does household chores.

custom

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

d. The majority of respondents believe women in ads are not realistic.

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

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

According to Freud, the part of the personality that seeks immediate gratification is called the ________.

id

A(n) ________ is a particular model, or exemplar, or appearance.

ideal of beauty

All multiattribute attitude models specify the importance of attributes, beliefs, and ________.

importance weights

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

impulse buying

________ is the process by which the consumer surveys the environment for appropriate data to make a reasonable decision.

information search

A garage sale is an example of what is called ________

lateral cycling

A person's physical appearance is a large part of his or her ________.

self-concept

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

self-concept

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

self-esteem

________ is the way we assume others expect us to act

self-fulfilling prophecy

A general attitude toward shopping is called ________.

shopping orientation

According to Freud, the system that acts as a referee in the fight between temptation and virtue is called ________.

the ego

According to ________, a company can make money if it sells small amounts of items that only a few people want, if the company sells enough different items.

the long tail

Allison Chewie felt she was always pressed for time; she was feeling ________

time poverty

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.

________ summarizes the beliefs a person holds about his or her own attributes and how he or she evaluates the self on these qualities.

Self-concept

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

The celebrity's image should match that of the product and should embody cultural meaning.

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

The model has relatively weak theorems about attitudes.

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

a fear appeal

In a(n) ________, consumers participate in the production of the products or services they buy.

activity store

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

archetypes

________ are universally recognized ideas and behavioral patterns.

archetypes

In general, people from which of the following cultures have typically been shown to wait the most patiently while standing in a long line?

asian

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

attitude

A mental or problem-solving shortcut to make a decision is called a(n) ________.

heuristic

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

________ describes consumption at the low end product involvement by the consumer.

inertia

________ uncovers consumer's associations between specific attributes and the general consequences.

laddering

Innovative merchants have turned to retail theming to provide new ways to stimulate and encourage consumers during their shopping experience. A retailer that used a simulated outdoor environment (such as a fishing pond with real fish) to attract outdoor enthusiasts to the retail store is using a ________ theme.

landscape

Both Justin and Craig are business majors and live in the same dorm, but Justin's room looks like a Cabela's showroom, with fishing trophies and lures on the wall and pictures of fishing trips across the study desk, while Craig's room features posters of his favorite musical group and stacks of CDs. The difference between the two rooms reflects a difference in ________ between Justin and Craig.

lifestyle

An individual who scores high on an assessment of materialism would be LEAST likely to be categorized in which of the following VALS2™ groups?

makers

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

personality

_______ 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 thirsty customer buys a cool drink and finds it very satisfying. He then buys another drink 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

According to this view, people calmly and carefully integrate as much information as possible with what they already know about a product, painstakingly weigh the pluses and minuses of each alternative, and arrive at a satisfactory decision.

rational perspective

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 decision strategy that seeks to deliver an adequate solution rather than the best possible solution is referred to as ________.

satisficing

________ is when the person tries to evaluate their appearance by comparing it to the people depicted in artificial images.

social comparison

________ is the first element in the traditional communications model.

source

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 or benefit of the product

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

A study found that women who engage in extensive information search and comparison shopping were most likely to select which of the following metaphors to express their perspective of time?

time is a map.

A typical antecedent state that a consumer might experience as he or she approaches the purchase environment is ________.

time pressure

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

"Casual Friday" in American workplaces encourages the expression of a person's ________.

unique self

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