MKT Consumer Behavior Exam 2B
Young teenage girls are very heavy users of makeup (especially eye shadow). Though the size of this market is smaller than the larger adult market, marketers have learned that the consumption pattern is very heavy and these young women experiment with many varieties of products. This market most closely resembles which of the following principles? A) The 80/20 principle B) The pyramid principle C) The derived demand principle D) The surrogate buyer principle
A) The 80/20 principle
In a Freudian interpretation, what is the function of the ego? A) The ego is a system that mediates between the id and the superego. B) The ego determines an individual's degree of self-involvement. C) The ego operates on the pleasure principle and is constantly seeking psychological dominance and enjoyment. D) The ego is one of several archetypes that represent the shared memories and motives of almost all humans
A) The ego is a system that mediates between the id and the superego.
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? A) The id B) The superego C) The anti-ego D) The ego
A) The id
Matthew assumes the virtual identity of Vlad the Conqueror and is able to see himself in an online game as an armored attack robot. This visual identity is called a(n) ________. A) avatar B) extended self C) ideal self D) distorted self-image
A) avatar
Dorothy's red shoes in the Wizard of Oz (1939) exemplify which of the following concepts of the self? A) extended self B) ideal self C) mirror-image self D) actual self
A) extended self
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. A) noncompensatory B) lexicographic C) elimination-by-aspects D) conjunctive
A) noncompensatory
Match.com and eharmony.com measure identifiable personal characteristics called ________. A) personality traits B) personality image C) personality matches D) ego matches
A) personality traits
Pam Henry is a purchasing agent for MicroTell. Each Tuesday she places an order for ten boxes of photocopier paper with her supplier. Ms. Henry is participating in which type of buying situation? A. Straight rebuy B. New task C. Modified rebuy D. Innovative rebuy
A. Straight rebuy
Tomorrow, Janice will be attending a party with a buffet. In anticipation of splurging on delicious food, she is eating very little today. Janice is using a ________ to help her estimate consumption over time and regulate her behavior. A. mental budget B. cognitive process C. diet D. constructive process
A. mental budget
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 ________. A. noncompensatory rule B. conjunctive rule C. compensatory rule D. habit decision rule
A. noncompensatory rule
________ are universally recognized ideas and behavioral patterns. A) Compliant B) Archetypes C) Aggressive D) Detached
B) Archetypes
________ is/are a norm that controls basic behaviors such as who does household chores. A) Values B) Custom C) Conventions D) More
B) Custom
Which of the following scholars is given credit for developing the ideas that serve as the basis for a number of personality tests, including the Thematic Appreciation Test? A) McClelland B) Murray C) Maslow D) Herzberg
B) Murray
The process of learning values from other cultures is called ________. A) enculturation B) acculturation C) core values D) crescive norms
B) acculturation
Which of the following theoretical models measures attitude toward the act of buying (Aact), rather than the attitude toward only the product itself? A) the theory of cognitive dissonance B) the theory of reasoned action C) the balance theory D) the theory of trying
B) the theory of reasoned action
Consumer researchers have adapted some of Sigmund Freud's ideas. In particular, his work highlights the potential importance of ________ that influence(s) our purchases. A) rational thinking B) unconscious motives C) conscious motives D) deviant behaviors
B) unconscious motives
Goals can be considered positive or negative. This is an expression of a goal's ________. A) direction B) valence C) strength D) dissonance
B) valence
________ refers to a person's unique psychological makeup and how it consistently influences the way a person responds to his/her environment. A) Self-image B) Consumer image C) Archetype D) Mirror image
C) Archetype
Frank Simms has decided to use Yoda (the "old wise man" from Star Wars) to promote a new model of a notebook computer. Upon which of the following psychologist's ideas has Frank based his advertising strategy? A) Karen Horney B) Sigmund Freud C) Carl Jung D) Leo Burnett
C) Carl Jung
The Myers-Briggs type indicator is based on the work of ________. A) Karen Horney B) Sigmund Freud C) Carl Jung D) Milton Rokeach
C) Carl Jung
________ suggests that expectations of achieving desirable outcomes—positive incentives—rather than being pushed from within motivate our behavior. A) The theory of cognitive dissonance B) Gestalt theory C) Expectancy theory D) Homeostasis
C) Expectancy theory
When marketer's use psychological, sociological, and anthropological factors to analyze a market, they are using ________. A) demographics B) personality C) psychographics D) positioning
C) psychographics
Which theory of attitudes assumes that people assimilate new information about attitude objects in light of what they already know and feel, using an initial attitude as a frame of reference to categorize new information? A) theory of cognitive dissonance B) multi attribute theory C) social judgment theory D) self-perception theory
C) social judgment theory
Which of the following is NOT one of the four levels of the extended self? A) family level B) community level C) social level D) individual level
C) social level
A well-known segmentation system based on how consumers agree or disagree with various social issues is called ________. A) the Likert scale analysis B) the AIO measurement analysis C) the VALS™ (the Values and Lifestyles) system D) the PRIZM™ Cluster system
C) the VALS™ (the Values and Lifestyles) system
Features actually used to differentiate among choices are called ________ attributes. A. segmentation B. evaluation C. determinant D. search
C. determinant
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 ________. A. rational decision making B. behaviorally influenced purchase C. purchase momentum D. inertia ody
C. purchase momentum
What form do psychographic studies take? A) Lifestyle profile B) Product-specific profile C) General lifestyle segmentation D) All of the above
D) All of the above
Lee-Ann Wang is young and enjoys risky activities such as skydiving, bungee jumping, and snowboarding. To which of the following VALS2™ groups would Lee-Ann most likely belong? A) Thinkers B) Achievers C) Strivers D) Experiencers
D) Experiencers
Which of the following theorists proposed that an individual's adult personality results from a conflict between the individual's desires to gratify his or her physical needs and the necessity of functioning within a society? A) Maslow B) Jung C) Reisman D) Freud
D) Freud
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? A) Security B) Eroticism C) Disalienation D) Individuality
D) Individuality
Motivation that is driven by raw emotions is called ________. A) effect B) hedonic C) utility D) affect
D) affect
Latrell finds that every time he goes to select athletic shoes he always buys the same brand. In fact, he doesn't even remember trying on any of the other competitive brands even though some of these brands have attractive styles and prices. Latrell's purchase decision process has become one of less and less effort. Latrell's decision process in an example of ________. A. cognitive dissonance B. brand loyalty C. ineptness D. inertia
D. inertia
Tanya type scans the newspaper ads every day for new information about current fashion styles and trends, even though she isn't thinking about buying clothes anytime soon. Tanya is engaging in a(n) ________ search. A. delayed B. pre-purchase C. internal D. ongoing
D. ongoing
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 ________. A. loss aversion B. risk positioning C. hyperopia l> D. the sunk-cost fallacy
D. the sunk-cost fallacy
*T/F* The success of a positioning strategy depends on the marketer's ability to convince the consumer to consider its product within a given category.
TRUE
When a woman buys expensive jewelry, which of the following needs is most likely being expressed? A) Hedonic B) Utilitarian C) Rational D) Biogenic
A) Hedonic
M&M allows consumers to put names and works on their candy, this is an example of ________. A) product personalization B) brand personality C) personality traits D) extroversion personality
A) product personalization
According to ________, utility is defined in terms of gains and losses. A) prospect theory B) heuristics C) hyperopia D) Zipf's law
A) prospect theory
Milton Rokeach identified a set of ________. A) terminal values B) core values C) crescive values D) cultural values
A) terminal values
In a Freudian interpretation, which of the following is most closely associated with the pleasure principle? A) the id B) the ego C) the superego D) the anti-ego
A) the id
What theory of personality suggests that one person differs from another because of a number of different characteristics such as introversion or extroversion? A) trait theory B) collective unconscious theory C) Freudian theory D) archetype theory
A) trait theory
Norma Shields is a researcher investigating lifestyles of the rich and famous. This week she is examining her target audience's views on food, the media, fashion, and recreation. Which of the AIO categories does Norma seem to be working on now? A) Activities B) Interests C) Opinions D) Demographics
B) Interests
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? A) Orange and black are two of the most powerful colors in the color spectrum. B) The tiger supplies powerful animal symbolism and it contains vaguely sexual undertones. C) The size of the tiger enhances a male's ego. D) The playful nature of the tiger is appealing to female consumers
B) The tiger supplies powerful animal symbolism and it contains vaguely sexual undertones.
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 ________. A) consumption movies B) archetypes C) extroversion overcoming introversion D) the superego overcoming the id
B) archetypes
The Pillsbury Doughboy and the Jolly Green Giant are examples of ________. A) branded people B) brand personalities C) brand positioning D) brand arrogance
B) brand personalities
An active attempt to change attitudes is called ________. A) behavior modification B) persuasion C) communication D) cognition
B) persuasion
According to Maslow's hierarchy of needs, the lowest order (e.g., most basic) of needs is ________. A) safety B) physiological C) belongingness D) esteem
B) physiological
The theory of cognitive dissonance is based on the ________. A) knowledge function B) principle of cognitive consistency C) principle of cognitive-affect conflict D) self-identification function
B) principle of cognitive consistency
In the communications model, the element in which the message originates is the ________. A) medium B) source C) message D) consumer
B) source
According to Freud, the system that acts as a referee in the fight between temptation and virtue is called ________. A) the id B) the ego C) the thalamus D) the superego
B) the ego
Today thousands of brands borrow personality traits of individuals or groups to convey an image that marketers want consumers to form of their brands. An early brand personality was communicated in 1886 by the ________. A) Coca-Cola polar bear B) Jolly Green Giant C) Quaker Oats man D) Marlboro man
C) Quaker Oats man
Which of the following best describes the findings of research on using two-sided messages to communicate with consumers? A) Two-sided messages are widely used and are very effective in reaching target audiences. B) Two-sided messages are cost-prohibitive. C) Two-sided messages can be quite effective, yet marketers rarely use them. D) Two-sided messages are no different from one-sided messages and are used equally by marketers.
C) Two-sided messages can be quite effective, yet marketers rarely use them.
An individual with a high need for ________ would be most likely to place a premium on products and services that signify success. A) affiliation B) control C) achievement D) uniqueness
C) achievement
Linda named her 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
C) anthropomorphized
In the 1950s, an approach called ________ research attempted to use Freudian ideas to understand the deeper meanings of products and advertisements. A) psychic B) archetype C) motivational D) lifestyle
C) motivational
________, one of Freud's followers, proposed that people can be described as moving toward others (compliant), away from others (detached), or against others (aggressive). A) Alfred Adler B) Carl Jung C) Ernest Dichter D) Karen Horney
D) Karen Horney
________ 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. A) Lifestyles B) Promotional segmentations C) AIO measures D) Psychographics
D) Psychographics
Freud's theory of personality includes the ________. A) super ego B) ego C) id D) all of the above
D) all of the above
Marketers use results from AIO surveys to ________. A) define target markets B) create a new view of the market C) position a product D) all of the above
D) all of the above
According to the VAL system, consumers that have strong principles and favor brands are considered ________. A) strivers B) makers C) strugglers D) believers
D) believers
Motivational research relies on ________ of individual consumers A) psychological profiles B) Jungian analysis C) behavior targeting D) depth interviews
D) depth interviews
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 if his favorite musical group and stacks of CDs. The different between the two rooms reflects a difference in ________ between Justin and Craig. A) motivational aptitudes B) ego C) brand awareness D) lifestyle
D) lifestyle
What form of marketing is based on the premise that a marketer will be much more successful when he communicates with consumers who have already agreed to listen to him? A) segmented marketing B) behavioral targeting C) e-commerce marketing D) permission marketing
D) permission marketing
According to ________ models, we choose products with attributes that match some aspect of our selves. A) impression management B) identity marketing C) self-fulfilling prophecy D) self-image congruence
D) self-image congruence
People in every culture adorn or alter their bodies in some way. Decorating the self serves a number of purposes. Which of the following is NOT one of those purposes? A) to separate group members from non-group members B) to place the individual in the social organization C) to enhance sex-role identification D) to indicate expected life-span
D) to indicate expected life-span
Jim sees himself as being confident, powerful, and heroic. According to the BrandAsset Archetypes model developed by ad agency Young & Rubicam, Jim would be classified as a ________. A) patriarch B) sage C) troubadour D) warrior
D) warrior
When marketers define consumers by product usage they use the ________ rule. A) 80/20 B) 20/80 C) 70/30 D) 30/70
A) 80/20
What type of conflict exists when we desire a goal but wish to avoid it at the same time? A) Approach-avoidance conflict B) Approach-approach conflict C) Avoidance-avoidance conflict D) Direction-valence conflict
A) Approach-avoidance conflict
According to the Fishbein model, one of the components of attitude is the ________ people have about an Ao. A) salient beliefs B) subconscious beliefs C) latitude of acceptance D) latitude of rejection
A) salient beliefs
________ uncovers consumer's associations between specific attributes and the general consequences. A) List of values scale B) Laddering C) Means-end-chain model D) Terminal value
B) Laddering
Public hearings are being held to discuss whether a new nuclear power plant should be built. An expert on nuclear plants testifies that modern safeguards make the plant secure from dangerous accidents. A local woman states that she knows nothing about nuclear power, but the idea of having a plant nearby frightens her and her children. Which of the two parties has the most immediate ability to change attitudes of the audience? Considering the sleeper effect, what will likely happen over time? A) The expert will have the most ability to change attitudes, and his influence will be maintained even weeks later. B) The expert will have the most ability to change attitudes, but his influence will decrease over time as the woman's argument gains force. C) Because the local woman is most like the other people in the meeting, her opinion will have the most immediate influence, but over time the expert's opinion will gain force. D) The woman's opinion will be more likely to influence the audience initially, and her influence will extend into the future.
B) The expert will have the most ability to change attitudes, but his influence will decrease over time as the woman's argument gains force.
Do fear appeal ads work? Which of the following best answers this question? A) They work well if the threat is very weak. B) They work if the threat is moderate and when a solution to the problem is presented. C) They work if the threat is high and vividly elaborated. D) There is no data to answer the question.
B) They work if the threat is moderate and when a solution to the problem is presented.
An advertiser that uses its Web site to attract consumers classified as Innovators, Achievers, and Experiencers most likely uses the ________ segmentation system? A) BrandAsset Archetypes B) VALS2™ C) RISC D) PRIZM NE
B) VALS2™
What do the "A, B, Cs" of the ABC model of attitudes stand for? A) attitude, business, and consumption B) affect, behavior, and cognition C) assumptions, best practices, conditions D) approval, behavior, context
B) affect, behavior, and cognition
Eric has a St. Christopher's medallion that he received from his late grandfather. The magical qualities (e.g., good luck qualities) of this gift have helped Eric be less fearful about the world around him. In times of need, Eric rubs the medallion and it seems as if St. Christopher actually speaks to him through the medallion to help him through his difficulties. Eric's feelings toward this medallion are best described by which of the following terms? A) objectivism B) animism C) humanism D) Doppelgangerism
B) animism
Source ________ refers to the message source's perceived social value. A) valence B) attractiveness C) class D) hierarchy
B) attractiveness
The Sims Online and Webkinz are both examples of ________, part of the growing market of real-time, interactive virtual worlds. A) avatars B) computer-mediated environments C) role identities D) self-image congruence models
B) computer-mediated environments
Kraft has repackaged its salad dressings as "anything" dressings to encourage people to shift their ________ and consider the dressings as a complement to more than just salads. A) demonstration signals B) knowledge structures C) mental maps D) mean-end chains
B) knowledge structures
Which of the following attitude functions is associated with a focus on particular social identities and lifestyles (e.g., "What sort of man reads Playboy?")? A) utilitarian B) value-expressive C) ego-defensive D) knowledge
B) value-expressive
The VALS2™ group that has the highest degree of resources and innovation is termed the ________. This group is concerned with social issues and is open to change. A) Believers B) Strugglers C) Innovators D) Makers
C) Innovators
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? A) People have a standard personality that can be identified as belonging to one of five categories. B) Psychologists agree that a standard personality component exists in all people. C) Many studies have found that people do not seem to exhibit stable personalities. D) Most psychologists have completely abandoned the concept of personality
C) Many studies have found that people do not seem to exhibit stable personalities.
The World Gold Council recently launched the "Lost Ring Hunt" with a billboard in Times Square announcing that a woman lost her gold wedding band. Viewers of the ad are encouraged to follow Twitter to discover clues that will help them find the lost ring. The first person to identify the location of the ring will win a cash prize and a trip to New York City. The "Lost Ring Hunt" is an example of a(n) ________. A) virtual world B) widget C) alternate reality game D) broadcast medium
C) alternate reality game
Tracy, who named her car Sophie, talks to her friends about the personality traits of her car. Tracy has ________ her car. A) branded B) archetyped C) anthropomorphized D) repositioned
C) anthropomorphized
What is the first step in the standard learning hierarchy approach? A) affect B) intentions C) cognition D) behavior
C) cognition
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. A) cognitive processing B) mental processing C) constructive processing D) behavioral processing
C) constructive processing
Kanisha is confronted with a strange set of products during her most recent visit to the cosmetics counter at her favorite department store. Urban Grunge nail polish is "hot, hot, hot" according to recent ads. Kanisha likes the idea of a new nail polish but is unsure about the image that might be projected by the dull colors of the nail polish line. With such names as Street Slime, Garbage Goo, and Trash Can, caution might be the right move. Which of the following attitude functions most closely matches Kanisha's purchase decision? A) utilitarian function B) elaboration function C) ego-defensive function D) knowledge function
C) ego-defensive function
The extended self is comprised of ________. A) our actual and ideal selves B) our actual and virtual selves C) external objects we consider a part of us D) our body image and self-esteem
C) external objects we consider a part of us
AIO surveys help measure ________. A) personality B) demographics C) lifestyles D) heavy users
C) lifestyles
The ________ hierarchy assumes the consumer does not initially have a strong preference for one brand over another. Instead, a consumer acts on the basis of limited knowledge and then forms an evaluation only after the product has been purchased or used. A) experiential B) habitual C) low-involvement D) standard learning
C) low-involvement
Simi Ghandi is never quite sure which brand of gum to buy. She tries some, likes some, and rejects some. However, through a process of behavioral learning she does remember those brands that taste good and make her mouth feel fresh. The problem is that she cannot often remember the brands that are not so good and often repeats purchasing mistakes. "Oh well," says Simi, "gum buying is not that big of a deal anyway." Which of the following hierarchies would best describe Simi's situation? A) standard learning hierarchy B) experiential hierarchy C) low-involvement hierarchy D) habit hierarchy
C) low-involvement hierarchy
Popular online matchmaking services such as match.com and eharmony.com offer to create your "personality profile" and then hook you up with other members whose profiles are similar. This approach focuses on the quantitative measurement of ________. A) ego B) id C) personality traits D) animism
C) personality traits
Which of the following needs from Maslow's hierarchy is addressed by the U.S. Army's advertising slogan "Be all you can be"? A) Safety needs B) Belongingness needs C) Ego needs D) Self-actualization needs
D) Self-actualization needs
What is a major distinction between customers who purchase a product because they are brand loyal and those who purchase by inertia? A) The cost of the product B) The social risk of the product C) Whether the purchase is made after a compensatory or noncompensatory decision process D) Whether the customers hold a very positive or weak attitude toward the product
D) Whether the customers hold a very positive or weak attitude toward the product
Freedom, youthfulness, achievement, and materialism are characterized as U.S. ________. A) core values B) belief systems C) value systems D) coercive norms
D) coercive norms
According to the basic ABC model of attitudes, ________ refers to the beliefs a consumer has about an attitude object. A) affect B) conditions C) approval D) cognition
D) cognition
Elements in television commercials have positive and negative effects. Which of the following characteristics is most likely to have a positive effect? A) extensive information about components, ingredients, or nutrition B) an outdoor setting with the message as part of the setting C) a large number of on-screen characters D) demonstration of product in use
D) demonstration of product in use
Brand ________ refers to the extent to which a consumer holds strong, favorable, and unique associations with a brand in memory-and the extent to which the consumer is willing to pay more for the branded version of a product than for a non-branded version. A) dynamics B) position C) logo D) equity
D) equity
L. L. Bean products are known to be rugged, outdoorsy, tough, athletic, and dependable. Because the company has worked very hard to establish these thoughts in the minds of consumers and has spent large sums of money to make sure that their products maintain the favorable L. L. Bean reputation, L. L. Bean has achieved brand ________ with its products. A) dynamics B) animism C) parity D) equity
D) equity
Which theory of attitudes assumes that people use observations of their own behavior to determine what their attitudes are? A) theory of cognitive dissonance B) balance theory C) social judgment theory D) self-perception theory
D) self-perception theory
The tiger supplies powerful animal symbolism and it contains vaguely sexual undertones. Jim sees himself as being confident, powerful, and heroic. According to the BrandAsset Archetypes model developed by ad agency Young & Rubicam, Jim would be classified as a ________. A) patriarch B) sage C) troubadour D) warrior
D) warrior
