MKT 4240 Exam 2

When marketers define consumers by product usage they use the _________ rule. A) 70/20 B) 80/20 C) 20/80 D) 30/70

80/20

According to Freud, the part of the personality that seeks immediate gratification is called the ________. A) ego B) id C) superego D) drive

Id

Consumers who have ________ are particularly good targets for marketing communications that use fantasy appeals. A) a large gap between their real and ideal selves B) a small gap between their real and ideal selves C) looking-glass selves D) self-fulfilling prophecies

A large gap between their real and ideal selves

An individual with a high need for ______ would be most likely to place a premium on products and services that signify success. A) Uniqueness B) Affiliation C) Control D) Achievement

Achievement

Motivation that is driven by raw emotions is called ______. A) Effect B) Utility C) Affect D) Hedonic

Affect

__________ is a lasting, general evaluation of people, objects, advertisements, or issues. A) An object B) An attitude C) A power D) An image

An attitude

Linda named the car, which she drove to work every day, Sylvia. She talked to her friends about the personality traits her little car seemed to have. Linda has ________ her car. A) branded B) archetyped C) anthropomorphized D) repositioned

Anthropomorphized

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) ________. A) approach-approach conflict B) avoidance-avoidance conflict C) approach-avoidance conflict D) approach-desire conflict

Approach-avoidance conflict

According to the theories of Carl Jung, our shared memories creat ________, which involve universal themes and appear frequently in myths and stories across cultures. A) doppelgängers B) patterns of behavior C) archetypes D) symbolic interactions

Archetypes

________ considers how people perceive relations among different attitude objects, and how they alter their attitudes to remain consistent. A) Rejection theory B) Social judgement theory C) Balance theory D) Foot-in-the-door theory

Balance theory

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). A) experiential B) low-involvement C) habitual D) standard learning

Experiential

Many of the props and settings consumers use to define their social roles become part of themselves. For example, one of Mary Bennett's last requests was that when she died, she wanted to be buried in her favorite dress. This situation illustrates ________. A) real self B) ideal self C) extended self D) looking-glass self

Extended self

The preference in a culture for a particular model of beauty (or exemplar) is called a(n) ________. A) ideal of sexuality B) ideal of beauty C) amorphous D) narcissism

Ideal of beauty

The ________ hierarchy of effects assumes the consumer does not initially have a strong preference for one brand over another. Instead, a consumer acts on the basic of limited knowledge and then forms an evaluation only after the product has been purchased or used. A) habitual B) experiential C) low-involvement D) standard learning

Low-involvement

When a need is aroused that the consumer wishes to satisfy, the ________ process has been activated. A) Desire B) Motivation C) Want D) Homeostasis

Motivation

When marketer's use psychological, sociological, and anthropological factors to analyze a market they are using ______. A) positioning B) demographics C) personality D) psychographics

Psychographics

According to the sociological tradition of ________, relationships with other people play a large part in forming the self. A) body cathexis B) symbolic interactionism C) self-completion theory D) self-image congruence

Symbolic interactionsim

"Casual Fridays" in American workplaces encourage the expression of a person's ___________. A) virtual self B) dual self C) unique self D) cultural self

Unique self

Which of the following general attitude functions is most closely related to the basic principles of reward and punishment? A) Ego-defensive function B) Value-expressive function C) Knowledge function D) Utilitarian function

Utilitarian function

In its advertising, an automobile company emphasizes the fuel economy, safety rating, and resale value of its car. The company is trying to appeal to which of the following consumer needs? A) Biogenic needs B) Sentiment needs C) Hedonic needs D) Utilitarian needs

Utilitarian needs