MKT 231 FINAL

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 ________.

archetypes

Julie Morgan loves to go into Springer's Old Country Gifts. It always smells like a field of spring flowers. The lighting gives all the products a warm glow, and the mood music is just perfect for casual browsing. After her visit to the store, Julie is always in a better mood. Springer's Old Country Gifts has attracted Julie with its ________.

atmospherics

The ___ a group is, the more likely members are to engage in social loafing.

bigger

Which of the following phrases is the best illustration of homogamy?

birds of a feather flock together

The importance of weak ties in a social system is demonstrated by their ________.

bridging function

the first stage in the consumer buying decision process

problem recognition

Which American ethnic subculture is the fastest growing?

Asian American

Which statement about Asian Americans is true?

Asian Americans are the best educated of any ethnic subculture in the US

What does the sleeper effect suggest about source credibility?

The effectiveness of positive sources over negative sources can be erased over time.

A retailer decides to reduce the price of a sport coat that normally costs $98. The reduction in price is $3. The storeowner believes that the reduction will catch the eye of the value shopper. If the sport coat does not sell, the retailer might wish to consider which of the following before making another price change?

Weber's law

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

a large gap between their real and ideal selves

People buy products for ________________

all of the above

One of the most important in-store factors is the salesperson. This influence can be understood in terms of ________ theory, which stresses that each participant gives something to the other and hopes to receive something in return.

exchange

Through the process of ________, people try to "manage" what others think of them by strategically choosing clothing and other products.

impression management

Culture is best described as a society's

personality

The personality of a retail store is also called _______.

retail theming (?)

Several research methods are used to study reference groups and opinion leadership. ________ methods trace communication patterns among members of a group. These techniques allow researchers to systematically map out the interactions that take place among group members.

sociometric

As May-Lee considers her purchase of perfume, she shifts back and forth between thinking about claims made by the different brands, remembering ads she has seen, and considering her emotional responses to the various brands. Which of the following processes most accurately describes what May-Lee is going through?

spreading activation

Which of the following is associated with materialists?

status

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 _______.

status symbols

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

stimulus discrimination

Family branding, licensing, and look-alike packaging are all marketing strategies based on ________.

stimulus generalization

Refers to a stimulus below the level of the consumer's awareness

subliminal perception

When consumers are unhappy with a product, they may file a complaint in the form of legal action, Better Business Bureau complaint, or publishing a negative review. This is called a ________ response.

third-party

What theory of personality suggests that one person differs from another because of a number of different characteristics such as introversion or extroversion?

trait theory

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

Custom

_____ uncovers consumers' associations between specific attributes and these general consequences

laddering

Hannah was embarrassed when her friends teased her about dancing on a table on Friday night. She tried to tell her friends that she really is 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 understand 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.

A consumer could recognize a problem as either an opportunity or a need. How would 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.

The use of psychological, sociological, and anthropological factors to construct market segments.

Psychographics

The story goes that a young George Washington cut down his father's cherry tree with a hatchet. Young Washington was then asked who might have committed this act. Even though the boy feared punishment, George replied, "I cannot tell a lie; I cut down the cherry tree." This story has taken on mythical proportions in the United States. Which of the follow functions does the myth best match?

Psychological

Which of the following most accurately reflects the current thinking about the use of subliminal perception in marketing promotion and advertising?

There is some evidence that subliminal perception can have limited effects, but the effects are not specific enough to make subliminal messages effective in advertising.

The lower classes use more restrictive codes than do the upper classes. How does this knowledge change the way insurance might be sold to a working-class man compared to an upper-class man?

The promotion to the working-class man should emphasize his immediate satisfaction in knowing that his family will be cared for, while the upper-class promotion should emphasize the long-term consequences of the choice.

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

VALS2

Which of the following time periods is encompassed in the study of consumer behavior?

all of the above

_________ refers to the possession of both masculine and feminine traits

androgyny

What is associated with compulsive consumption?

anxiety

Tanya would really love to have a full-length mink coat; however, animal rights (and animal rights activists) have caused her to reconsider making such a purchase. This situation illustrates a(n) ________.

approach-avoidance conflict

Harry was the lead singer in a band that hit it big. For his birthday, Harry had two hundred friends flown by chartered jets to a private island in the South Pacific. They ate the most expensive food, and every morning the bungalows were burned to the ground and rebuilt for the next night. Harry's party is a good example of ________.

conspicuous consumption

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 ________.

corporate social responsibility

Unpleasant psychological state

crowding

Evan was an aggressive, rich, and determined businessman originally from a working class family. He become wealthier than he had ever imagined by buying and selling other businesses. Evan seemingly could do anything until he tried a hostile takeover of an established bank owned by several prestigious families. When his bid failed, Evan said, "I always knew there was an elite, but up to now I thought I was a part of it." What type of capital was Evan lacking?

cultural

the theory of motivation is related to the idea that customers desire a state of balance called homeostasis

drive

Seth Hernandez is sitting in a class that precedes lunch. His stomach begins to rumble and grumble. Instead of thinking about the day's lecture, Seth begins to think about lunch and his choice of places to eat. He even begins to narrow down the selection of foods that he might want for lunch. Seth is focusing on biological needs that are at present unfulfilled and have produced what might be thought of as an unpleasant state of arousal. Which of the following theories best describes Seth's experience?

drive theory

The Japanese greatly value products that make efficient use of space because of the cramped conditions in urban areas in Japan. This is an example of ______ in Japan's cultural system.

ecology

theory that suggests that expectations of achieving desirable outcomes—positive incentives—rather than being pushed from within, are what motivate our behavior

expectancy theory

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

Includes considering external objects as a part of us (props and settings consumers use to define social role)

extended self

Researchers who argue that the field of consumer behavior should not be a "handmaiden to business" believe that consumer behavior research should ________.

focus on understanding consumption for its own sake

Brands that we closely link to our rituals are called _____ brands; once they become embedded in our rituals we are unlikely to replace them

fortress

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

framing

Mary Jane is a very conservative businesswoman by day. However, when she decides to "go out on the town," she likes to party and "kick up her heels." This would be an example of a reaction due to the fact that many consumers

have multiple selves

Japan is a very tightly knit culture with rich history and social identification. In this culture, people tend to infer meanings that go beyond the spoken word. This classifies Japan as a ___ culture.

high-context

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

Which functional area of culture is most closely related to the idea of a common worldview?

ideology

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

Memories of products are often replaced (forgotten) as we learn additional information. This displacement of information is called ________.

interference

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?

involvement

Stephanie loves flea markets and garage sales. She spends most of her Saturday mornings going from one to another. About once a month, she holds her own garage sale just to get rid of some of the items she purchases during the month. Stephanie is actively engaged in ______.

lateral cycling

The saying "one man's trash is another man's treasure" is the philosophy behind ________.

lateral cycling

If a fireman told you to leave your apartment, you would comply because the fireman has ________ power.

legitimate power

Both Justin and Craig are business majors and live in the same dorm. Justin's room looks like a Bass Pro Shops showroom, with fishing trophies and lures on the wall and framed photos of fishing trips on his study desk. Craig's room features posters of his favorite musical group and stacks of CDs. It is most accurate to say that the difference between the two rooms reflects a difference in ________ between Justin and Craig.

lifestyle

Political candidates who get the most media coverage are more likely to win elections because of the effect of _____.

mere exposure

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

modeling

If a consumer's ideal state is very near or identical to his or her actual state, which of the following best describes the type of problem recognition the consumer would most likely have?

no problem recognized

Chen Lo used a decision rule that says, "only buy well-known brand names" when selecting a set of golf clubs. He did 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 ________ rule.

non compensatory decision

If a member in the upper class wore shredded Levi's jeans to wear to formal parties, they would be exhibiting a sophisticated form of conspicuous consumption known as ________.

parody display

A student of postmodernism is most likely to believe that the world in which we live is a(n) ________, or a mixture of images.

pastiche

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 ________.

perpetual vigilance

According to Maslow's hierarchy of needs, the lowest order (e.g.; most basic) of needs is __________

physiological

If a woman gets 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, objective truth that can be discovered by science.

positivism

When consumers are unhappy with a product, they may boycott the product and/or store and express dissatisfaction to friends. This is called a ________ response.

private

Peggy Simmons has a tough assignment. She is to live in Japan for the next five years and successfully introduce her company's line of cosmetics to the Japanese woman. Her company's management hopes that living in an average neighborhood, commuting to work every day, eating native food, and speaking Japanese will help Peggy involve herself in the society more quickly than if she stayed separate from her hosts. The company's management wants Peggy to use the ________ model.

progressive learning model

Joe was told by his mother...he entered and looked at the selection without much interest. He was about to select a box of chocolates for his aunt simply because it was cheap when he remembered that his new girlfriend Julie loved chocolate. Joe really liked Julie. He began to inspect each box of chocolates carefully, trying to find evidence of quality. Which type of involvement explains Joe's change of behavior?

purchase situation involvement

Jeff had collected a nice wardrobe before graduating from college. All of his friends considered him "well dressed." After the first day at his new job, however, Jeff immediately went out and replaced most of his clothes with what was considered to be professional dress clothing. Jeff had just experienced the power of a new ________.

reference group

Phillip admires the qualities of the Sigma Chi members on his college campus. Because he has decided to try and pledge this group, he begins to imitate the qualities that he perceives the group has. What type of power does the fraternity seem to be displaying with respect to Phillip and his behavior?

referent power

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

Which of the following is NOT one of the consumer rights established in President John F. Kennedy's Declaration of Consumer Rights in 1962?

right to desire more

Wedding rice, birthday candles, and diplomas are considered _______.

ritual artifacts

According to the basic marketing concept, a firm exists to _______.

satisfy needs

In the past, ketchup formed an unbecoming "scum" on its surface when exposed to air, so manufacturers created the traditionally shaped ketchup bottle with the narrow opening. When chemicals were developed to reduce this oxidation, it was then possible to sell ketchup in more conveniently shaped containers. Customers, however, rejected bottles that didn't have the traditional ketchup shape. This is an example of the power of ________ in the marketplace.

schema

If Volkswagen owners see themselves as being more economical and conservative than do owners of the Buick Regal, ________ is probably at work.

self image congruence model

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

self-esteem

A common practice among advertisers is to create new relationships between objects and interpretants by inventing new connections between products and benefits. A classic example of this was equating Marlboro cigarettes with the American frontier spirit. Which of the following terms best describes this practice?

semiotic relationships

Jim is considered a part of the upper middle class, while Marcos is considered part of the lower upper class. Jim and Marcos have been identified in terms of

social class

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?

social stratification

Trisha grew up in a drug-ridden inner-city neighborhood. Through sheer determination and intelligence, Trisha is now a medical doctor teaching on the staff of a large university hospital. Trisha is proud of what she has accomplished, but sometimes she feels like she isn't quite sure who she really is. The concept of ________ assesses the impact of such inconsistencies.

status crystallization

Pamela Ortiz 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

Is based on the premise that people have a need for order and consistency in their lives and that state of tension exists when beliefs or behaviors conflict one another

the theory of cognitive dissonance

Which of the following theoretical models measures attitude toward the act of buying, rather than the attitude toward only the product itself?

the theory of reasoned action

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, Rick 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

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

______ refers to the strategy of getting visitors to a Website to forward information on the site of their friends in order to make more consumers aware of a product.

viral marketing

When consumers are unhappy with a product, they may use a ________ response, which means they respond directly to the retailer for redress.

voice

Sophie tells Nick about a great new restaurant. Sophie is practicing _________.

word of mouth communication