MKT 310 Test 2
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?
superego
Which of the following statements about people perceptions of loss and gain is true?
they are perceived with different weights depending on the person
Which type of advertisement or sales presentation presents both good and bad points?
argument construction
Source ________ refers to the perceived social value of a message source.
attractiveness
One element in the muliattribute attitude model is ________.
attributes: characteristics of the object importance weights: relative priority of an attribute belief: extent to which a consumer perceives that an object possesses a particular attribute
For years, American automobiles did not have the level of quality that foreign, particularly Japanese, automobiles had. However, that has changed, and most automobiles built in the United States have comparable or superior quality compared with imports. Consumers' attitudes are slow to change, however, and marketers must use which strategy to change the cognitive component of consumers' attitudes?
authority in marketing: firms often try to signify credibility and expertise through authority. -includes endorsements, emphasizing longevity, leveraging existing authority.
Matt can name more US states, because he lives in the US, than he can name African countries, even though there are more African countries than US states. This is an example of what kind of decision heuristic.
availability
Opinion leaders are sources of valuable information and can influence the attitudes and behaviors of others through their knowledge power, referent power, and high technical competence, also known as ____ power.
expert power
Equity theory deals with consumers' perceptions of ______________.
fairness and unfairness
________ refers to a person's unique psychological makeup and how it consistently influences the way a person responds to his/her environment
personality
Which of the following characterizes opinion leaders?
Expertise, unbiased knowledge, highly interconnected in communities, hands-on product experience
(T/F) Steps in the buyer decision process are never skipped.
F
When a pre-teen consumer relies on their mom or dad for recommendations about all types of purchases, he is treating the parent as a ________ opinion leader.
Generalized opinion leader
The final stage in the Consumer Decision Making model is ______
Outcomes
Feelings or emotional reactions to an object reflect the _____ component of an attitude.
affect
Consumers may not feel the need to complain when they:
are satisfied
The elaboration likelihood model posits two routes to persuasion, which are the _____.
central or peripheral
The danger of exceeding consumers' cognitive capacity is that they will:
experience information overload
Retrieving knowledge from memory is known as ____. Collecting information from peers, family, and the marketplace is known as ____.
internal search external search
Businesses are able to encourage need recognition by:
lowering the consumers actual state or making consumers realize how low their actual state is and how their business can help raise it
The balance theory perspective involves relations among three elements (a triad). Which of the following is one of the elements of the triad?
self, other person, and product/brand/subject
________ 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
The ________ refers to our more realistic appraisal of the qualities we have and don't have.
self-discrepancy theory
The problem with setting consumers expectations as high as possible is that ______
they may be harder to reach
If a consumer is following the lexicographic rule in her decision making, then she would select a brand that is the best on the most important attribute.
true
The ideal self is a person's conception of how she ________.
wants to be
Match.com and eharmony.com measure identifiable personal characteristics called ________.
AIOS(activities, interests, opinions, demographics)
Kimberly-Clark is interested in mothers' emotional reactions to its Huggies brand of disposable diapers, which usually have popular characters or cute designs printed on them. Which component of attitude is Kimberly-Clark interested in?
Affect, this is how a consumer feels about a product which includes emotions.
A component of the ABC model of attitude is ________.
Affect: how a consumer feels about something Behavior: person's intentions to do something with regards to something Cognition: the beliefs(thoughts) a consumer has about something
Jamarcus was his collegiate chapter's delegate at a national conference of a professional business fraternity, Phi Chi Theta, in which he is a member. When the business meeting was conducted, parliamentary procedure was used, and Jamarcus was not familiar with this. Thus, he looked to the others to learn how he should behave in this situation. What type of influence does this reference group exhibit?
Associative/membership reference group
Which of the following is an individual factor that can influence attitude change?
Authority, consistency, social proof, scarcity, reciprocity, liking
Which component of attitudes consists of a consumer's beliefs about an object?
Cognition
Carissa is highly involved is a purchase decision for a new car. She has searched the Internet, visited car dealerships, talked to friends and family, and paid attention to advertisements. According to the elaboration likelihood model, by which route is Carissa likely to be persuaded?
Central Route: High-involvement, cognitive responses, belief and attitude change, and behavior change.
A communicator's expertise, objectivity and trustworthiness refer to ________.
Credibility
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
Dr. Rosenfeld is the doctor on Sunday House Call, a Sunday morning health program on the Fox News channel. Dr. Rosenfeld is highly esteemed in his field and provides up-to-date medical information for viewers. Sometimes, he recommends specific products, and Valerie, a regular viewer of the program, trusts what he says or recommends because he doesn't seem to have an apparent motive to mislead viewers. Which characteristic does Dr. Rosenfeld possess?
Credibility(expertise)
Searching inside magazine and within websites are good examples of internal search.
F, external search
Jonesy will buy only the lowest-priced spark plug when he goes shopping for auto supplies. Because his car is very old, he really doesn't care about any other qualities. Jonesy is using the conjunctive decision rule.
F, noncompensatory decision rule
Freud's theory of personality includes the ________.
Freudian theory states that much of ones adult personality comes from a fundamental conflict between a person's desire to function as a responsible member of society. -Includes: The Id(immediate gratification, pleasure principle), the superego(conscience), and the ego(balance, reality principle).
Joe modeled his behavior after other members of the team because he takes others' behavior as evidence of the correct way to act. Joe is conforming because of ________.
He has a desire for rewards like fitting in
Which of the following statements adequately reflects the concept of attitude component consistency in headers balance theory?
Heider's Balance theory is a motivational theory that gets people to change their attitudes in order to agree with people they like and disagree with people they don't like. People dislike unbalanced attitudes and will change to resolve them. If your friend loves country music, and you have never listened to it, your friend may influence you to like it so you guys have more in common and your attitudes align better.
According to Freud, the part of the personality that seeks immediate gratification is called the ________.
Id
Instead of spending the weekend working on the research paper due at the end of next week, Andrew decided to spend the weekend going out with friends. According to Freudian theory, which system dominated in Adam's decision?
Id
All multiattribute attitude models specify the importance of attributes, beliefs, and ________.
Importance weights. These reflect the relative priority of an attribute to a consumer.
Joanne is considering the purchase of a microwave oven and has four evaluative criteria. For each criterion, she has attached an importance weight ("W"), and each brand is evaluated on its performance on that criterion ("B"). Then a rating is calculated by summing the product of the B's and W's on a criterion for each brand, and the brand with the highest overall rating is chosen. Which type of decision rule is Joanne using?
MAUT
What experimenter showed that the power of groups can influence an individual to agree with the incorrect judgment of the others.
Milgram
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.
Multiattribute Utility theory
The ________ route to persuasion is taken when the receiver is not really motivated to think about the arguments made in a communication message.
Peripheral
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?
Personality measures aren't always good at predicting particular behaviors, not always stable, sometimes more complex than others
For which product category would a reference group's influence be strongest?
Reference groups are actual or imaginary individuals or groups conceived of having significant relevance upon an individuals evaluations, aspirations, or behavior our desire to "fit in" or identify with these people is the primary motivation to buy or do things
Prospect theory
Shows how people decide between alternatives with risk and uncertainty
________ is the first element in the traditional communications model.
Source?
(T/F) Shortcuts are considered heuristics, or "mental rules-of-thumb" in decision making.
T
(T/F) The evaluation of alternatives is the third stage of the consumer decision-making process.
T
The owner of a local restaurant wants to enhance consumers' attitudes toward his restaurant by changing the affective component of their attitude. Which of the following is an appropriate approach to achieve this objective?
The affect component describes how a consumer feels about the product or brand. In order to change how consumers feel about a restaurant, you can change the environment, change the food, change the service techniques, change the ads, etc.
Alex is a brand manager and wants consumers to form attitudes that are strong, resistant to counter persuasion attempts, more accessible from memory, and more predictive of behavior. Which route of the elaboration likelihood model should he encourage consumers to take?
The central route; this is a more extensive processing of attributes that are relevant and the ability of the product to meet needs matters here.
Which of the following is not a way to promote problem recognition?
The three ways to promote problem recognition include: educate(products that are complex, confusing to everyday person) remind(products that are common) exaggerate(products that are risky)
Which of the following is not a noncompensatory strategy?
These strategies include: lexographic(select brand with most important attribute) Elimination by Aspects(apply a cutoff to most important attribute, reject any brands worse than this) Conjunctive rule(set cutoffs on each attribute, if no brand meets all cutoffs, buy it)
Which of the following general attitude functions is most closely related to the basic principles of reward and punishment?
Utilitarian function: a person may adopt a positive attitude towards a product or brand because it is affective(rewarding) and a negative attitude towards something because it isn't affective(punishment). Consumers want to maximize rewards and minimize punishments.
Which type of reference group influence occurs when an individual fulfills group expectations to gain a direct reward or to avoid a sanction?
Utilitarian or normative
An advertiser that uses its website to attract consumers classified as Innovators, Achievers, and Experiencers most likely uses the ________ segmentation system?
Vals Segmentation system: shows consumers who are motivated by ideals, achievement, and self expression
Reference groups influence us in three ways. These influences include informational, utilitarian, and ________ dimensions.
Value-expression: wish to identify with group/person/hero
Janice and her mother were visiting an art gallery, and they were looking at modern art. When they came to one painting, Janice said, "I like that." When her mother asked her why she liked it, all she could say was, "I don't know, I just like it." Which component of attitude does this represent?
affect
Bob is somewhat of a loner in high school. He really despises the school "jocks" who seem to be involved in every sport. He doesn't want anything to do with them or be like them in any way. To Bob, the group of students who represent the school athletes is a(n) _____.
avoidance reference group
Which of the following is a factor that may account for inconsistencies between attitudes and behavior?
cognitive dissonance
· ________ considers how people perceive relations among different attitude objects, and how they alter their attitudes to remain consistent.
cognitive dissonance: drive to reduce an inconsistency between thoughts, feelings, and behaviors.
Gemma believes that pitbulls are aggressive animals because she sees videos/social media posts that highlight aggressive pitbulls, and never sees the other side. What kind of bias is Gemma portraying?
confirmation bias
According to the sociological tradition of ________, relationships with other people play a large part in forming the self.
connectedness
Need recognition derives from which of the following changes in a consumer's state?
decrease in current state
Katie decides to impulsively buy a 6 foot Christmas tree, instead of the 11 foot one that she wanted because it was cheaper. However after bringing it home, she thought her tree looked too small with her 12 foot ceilings and was doubting if she made the right choice. Her doubt is an example of...
dissonance
Kim recently bought an expensive new chandelier for her house. She is starting to regret it because of how expensive it was. Which decision is Kim facing?
dissonance
According to Freud, the system that acts as a referee in the fight between temptation and virtue is called ________.
ego
When using the ________ rule of decision making, a consumer evaluates brands on the most important attribute, but specific cutoffs are imposed.
elimination by aspects
A recruiter at Pepsi-Cola stated they would only interview college graduates for their marketing positions. Once in the interview process, they tend to reject applicants that did not have the necessary interpersonal skills. What type of decision rule was Pepsi-Cola most likely applying in her search for employees?
elimination by aspects rule
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 ________.
emblematic function: the use of products to symbolize membership in social groups
The alternatives actively measured during a consumer's choice process are the ________ set.
evaluate
A mental or problem-solving shortcut to make a decision is called a(n) ________.
heuristic
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 ________.
fill many different roles
________ refers to the positivity of a person's self-concept.
high self esteem
Jamie wants to purchase a notebook computer, but she has limited product knowledge about computers other than how to turn one on and use it. She expects to pay more than $1,000 for this computer, so this is an important decision for her and she wants to make the right choice. For Jamie, this represents a(n) _____.
high-involvement purchase
According to this descriptive decision perspective, 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.
information processing perspective
________ is the process by which the consumer surveys the environment for appropriate data to make a reasonable decision.
information search
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 ________.
lexicographics
"To reduce cognitive dissonance post-purchase a consumer can act in a number of ways.
make consumers feel good about purchase make them feel confident about their purchases
If Bob's Plumbing inflates the time it will take for a plumber to visit, then has the plumber arrive a day earlier, the customer will be suitably impressed. This is a technique that emphasizes the use of ________.
managing expectations
Rayna provides a significant amount of information to others across a wide array of products, including durables and nondurables, services, and store type. She can provide information on product quality, sales, usual prices, product availability, store personnel characteristics, and other features of relevance to consumers. Rayna is best described as a(n) _____.
market maven
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
Duane is attempting to determine consumers' attitudes toward his restaurant by asking them their beliefs about how his restaurant performs on several attributes, such as price, ambience, quality of the food, and friendliness of service. Consumers can rate his restaurant with a score of 1 to 7 for each of these attributes, with 7 being the highest. Duane adds up the scores to see how he performs, using the assumption that a higher total is better. At a basic level, which type of model is Duane using?
multi-attribute model
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
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 rules
imagine two people are shopping for wine. One is an expert. The other is a novice. Which of the following statements about experts and novices is false?
novices know what they dont know. they are new to a product or service and are willing to listen to expert
Mitch seems to know everything about cars‚ at least that's what his friends and family think. He has been involved with cars since he was a child and even took an engine apart and put it back together again by the time he was 16 years old. He reads several publications related to cars, visits websites, and hangs out with others who are interested in cars as well. Due to his enduring involvement with this product category, Mitch would be considered a(n) _____.
opinion leader
Starbucks creates a TV advertisment that focuses on the benefits to drinking coffee by dramatizing a woman's daily activities that she did better because of coffee. This advertisement is an example of what tactic to promote problem recognition?
opportunity recognition
Dana is watching television when a commercial for a brand of toothpaste comes on. She is not very interested in the product category, but the ad was entertaining and made her laugh. As a result, she had a positive attitude toward the brand of cleaner advertised. According to the elaboration likelihood model, which route to persuasion influenced Dana?
peripheral route: low-involvement processing, belief change, behavior change, attitude change
Hannah was embarrassed when her friends teased her about the bright colors of her dress 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 understanding Hannah's personality?
personality can change based on environment or situation
Consumer researchers have adapted some of Sigmund Freud's ideas. In particular, his work highlights the potential importance of ________ that influence(s) our purchases.
personality traits
Which of the following occurs when a consumer uses a selected product and decides whether it merits his or her expectations?
post purchase evaluation
Olivia and John just got engaged and are looking to purchase a house in a nice neighborhood soon. What type of search are they engaging in?
pre purchase search
________ 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
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 ________.
prospect theory
· While many auto dealers list the attributes of a vehicle individually on the window sticker, they generally list the price as a lump sum. The reason they do this is because they know the behavioral concepts of:
prospect theory
When the ego tries to balance opposing forces, it uses the ________.
reality principle
When a product performance exceeds consumers' expectations, then ____ is said to occur.
satisfaction
Jim Smith thinks he should be more outgoing. He is looking at his ________.
self perception
Lee is young and enjoys risky activities such as skydiving, bungee jumping, and snowboarding. To which of the following VALS2‚ groups would Lee most likely belong?
self-expression
The silver lining effect refers to the fact that:
seperate out small gain from big loss to make you feel better ex: $500 cash back when you buy a car
________ is when the person tries to evaluate their appearance by comparing it to the people depicted in real or artificial images.
social comparison theory
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?
social proof: perceived validity of an idea or product increases as the number of people supporting it increases
Les just bought a megaphone of root beer. As he drinks from the giant cup, he eventually becomes full. One of his friend's comments, "If you don't stop drinking that stuff, you will get sick." Les replies, "Hey, I bought it, and I am not going to waste one drop of it." Les's behavior best illustrates ________.
sunk cost fallacy
