consumer behavior

____ is how attitudes influence our behavior.

A conative function

_____ is a belief based on the number of supporting arguments or amount of repetition.

A frequency heuristic

____ for a tennis ball might be that it is round, bouncy, small, and fuzzy.

A schema

____ is how others feel about our doing something.

A subjective norms (SN)

Which of the following is formed by concerned consumers to create public awareness of inappropriate practices of marketers?

Advocacy groups

Which of the following advertisements will persuade a promotion-focused customer?

An advertisement showing how great it feels to wear a certain pair of shoes

Identify a true statement about the attitude-behavior relationship of consumers.

Attitudes are more strongly related to behavior when they are accessible or "top of mind."

In the context of routes to persuasion, which of the following statements is true of low-effort situations?

Consumers usually do not form confident attitudes towards the ad.

____ is the process by which a consumer discards an offering.

Disposition

_____ is the information we have already learned and stored in memory about brands, companies, stores, people, how to shop, and so on.

Knowledge content

_____ is used when effort is low in the attitude formation and change process.

Peripheral-route processing

____ occurs when consumers remember what they have seen, heard, smelled, touched, or tasted a stimulus before without being reexposed to the stimulus.

Recall

_____ are groups of people consumers compare themselves with for information regarding behavior, attitudes, or values.

Reference groups

____ is the process of remembering or accessing information stored in long-term memory.

Retrieval

____ don't live paycheck to paycheck but they feel anxious about their financial situation.

Security seekers

_____ is used by marketers to increase the extent to which consumers engage in relating a message to their own experience.

Self-referencing

____ is the process of determining what the perceived stimulus actually is, that is, what category it belongs to.

Source identification

____ says consumers tend to prefer familiar objects to unfamiliar ones.

The mere exposure effect

Which of the following is true of the factors influencing consumers' exposure to marketing stimuli?

The more stores carry a product or brand, the higher the likelihood that consumers will encounter it

Some customers of Buffalo Wild Wings refer to the restaurant as "Bdubs." These consumers are using which cognitive model?

Values-driven attitudes

Marketers and food scientists at Baskin-Robbins work together to determine the level of flavor or sweetness needed to make their French vanilla flavor taste distinctly different than its Vanilla Bean flavor which many customers have tasted. They are trying to determine _____.

Weber's law

_____ refers to fast-forwarding through commercials on a program recorded earlier.

Zipping

When shopping for olive oil, Mario always chooses the most expensive brand at the store. He assumes that because it is expensive, it must be good. Mario is relying on ____.

a heuristic

Several years ago, Sony released a commercial for its "color like no other" campaign. In the commercial, more than 250,000 bouncy balls were released down a San Francisco street. Much of the commercial was shown in slow motion as the colorful balls bounced past houses and cars and bystanders on the street. It wasn't until the end of the commercial that the brand Sony was revealed. This is an example of ____.

a mystery ad

Kisho is a member of a business group at his university. For competitions, the members are encouraged to wear business professional dress. Kisho wants to dress appropriately, and he respects the opinions of others in his business group. He asks a few other members what brands of suits they wear before he goes shopping. In this example, Kisho is influenced by ____.

a reference group

From recent consumer research, marketers for Purina dog and cat foods found that consumers in their target market were likely to read Good Housekeeping and watch specialty cable channels like HGTV and TLC. This example illustrates that Purina conducted research to develop plans and strategies ____.

about where to advertise

The _____ is the minimal level of stimulus intensity needed to detect a stimulus.

absolute threshold

As you are driving home from work one day, you spot a nice end table on the curb with a sign that says, "free." You pull over and load the end table into your car. You are engaged in ____.

acquisition

Buying, renting, and sharing are types of _____ behavior.

acquisition

Consumers that generate feelings and images in response to a message are experiencing ____.

affective response

When consumers form attitudes based on their cognitive responses, they are using _____.

an analytical process of attitude formation

The Pillsbury Doughboy is always seen with a smile on his face and has a cute giggle when someone pokes his belly. Because of these human-like features, consumers may feel the brand is similar to them and become more attached to the brand. This example illustrates ____.

anthropomorphizing

Suppose you and your friend tried a new restaurant last weekend. Today, one of your classmates mentions they want to try it, and you can easily remember how much you enjoyed the food and ambiance. This example illustrates _____.

attitude accessibility

How strongly one holds an attitude is their ____.

attitude confidence

When your friend had a bad cold last year, they used Mucinex and felt much better. They can't be convinced that any other cold medicine will work as well as Mucinex. Your friend's refusal to change their opinion shows they have strong ____.

attitude resistance

During the Super Bowl, Diego saw a commercial for Popchips featuring the actors from the television show Breaking Bad. He loved that show and found the commercial to be funny. This example illustrates _____.

attitude toward the ad (Aad)

By applying the Kirkland brand to a variety of products, Costco is using a(n) ______.

brand extension

A _____ is a specific type of schema that captures what a brand stands for and how favorably consumers view it.

brand image

In 2010, an explosion on the Deepwater Horizon rig caused more than 200 million gallons of oil to leak into the Gulf of Mexico. British Petroleum (BP) leased the rig and the resulting spill caused catastrophic damage to marine and wildlife habitats and fishing and tourism industries. As a result, BP quickly sent oil skimming vessels to the area, trained and equipped volunteer bird rescuers, and worked closely with government agencies. The company also released several commercials detailing its efforts. These endeavors were an effort to protect BP's ____.

brand image

After graduation, Arjun gets his first job and begins the process of buying his first house. Because this is a significant purchase, it is a high-effort situation. Arjun will use ____.

central-route processing

When considering the ______ in low-effort situations, two factors play a role in determining favorable affective reactions: its physical attractiveness and likability.

communication source

The extent to which a stimulus is capable of being imagined is known as _____.

concreteness

Hulda is opening a new interior design center, and she wants to determine what colors to use in her décor. She would like customers to feel calm and relaxed as they spend time decision making in her store. Hulda should use ____.

cool colors because they are soothing and relaxing

One way for marketers to see if advertisements have been effective is to test them before they appear to the market through _____.

copy testing

If customers see a McDonald's ad promoting its antibiotic-free initiative and think, "There is no way this makes its chicken sandwiches healthier," this is an example of a(n) ________.

counterargument

While you are home over summer break, you run into an old friend from childhood. You catch up for a while and they ask, "Do you remember when we would ride bikes all over the neighborhood and pretend we were detectives?" You have no memory of this and assume it must be due to ____.

decay

Wayfare is a company that produces dairy free butter, cheese, and pudding. Recent research conversations with consumers led the company to create dairy-free yogurt made from pumpkin seeds, butter beans, and oats. This example illustrates that Wayfare conducted research to help develop plans and strategies for ____.

decisions about products

Ads that have characters, a plot, and a story are ____.

dramas

A(n) ______ is a message designed to induce consumers to vicariously experience a depicted emotion.

emotional contagion

Memories that involve visual images, sounds, smells, tastes, and tactile sensations are known as ____ memories.

episodic

While shopping at the grocery store, you see a display for sunscreen. You open one of the Hawaiian Tropic brand bottles and immediately have a memory of your summer vacation to the beach and remember using this brand during that trip. This is an example of ____ memory.

episodic

The American Society for the Prevention of Cruelty to Animals (ASPCA) had a well-known set of commercials that showed injured and mistreated animals. The commercials featured the emotional song "Angel" by Sarah McLachlan. During the commercials, Sarah McLachlan would appear on screen urging viewers to donate to the ASPCA to help their mission of helping abused animals. The repeated pairing of the emotional song with the ASPCA commercials created a conditioned response for viewers to feel sadness and empathy toward the animals. This is an example of ____.

evaluative conditioning

Akari is shopping at a convenience store for a few items. In the hair care aisle, she sees a new shampoo from TRESemmé. She recalls seeing an ad in a magazine for a new shampoo. Akari's ____ is at work.

explicit memory

With _____, consumers are consciously aware they remember something.

explicit memory

When Marco visited a local mall, he encountered signs on the exterior doors advertising gift cards for the mall, large, backlit signs inside the mall advertising stores, and he was asked by a salesperson if he'd like a free sample of hand lotion. Marco's contact with these marketing stimuli illustrates ____.

exposure

Over the weekend, Emily cleaned out her closet. She put the clothing items in a large bag and dropped them off at Goodwill. Emily is _____.

getting rid of the items permanently

A _____ contains things viewed as belonging in the same category because they serve the same goals.

goal-derived category

Direct comparative messages do not _____.

have high credibility

Marketers at McDonald's know that playing their five-note jingle at the end of every commercial is important because customers perceive some stimuli through ____.

hearing

Consumers experiencing a sense of familiarity with a website that they don't remember visiting are experiencing ____.

implicit memory

Bounty paper towels has a print advertisement with a copy that says "2x more absorbent so you can USE LESS." It then shows an image of one sheet of Bounty paper towel that has absorbed liquid and is still in one piece and two sheets of the "leading ordinary brand" that have absorbed liquid and fallen apart. This ad is an example of ____.

indirect comparative advertising

One type of retrieval failure is ____, or when the strength of a memory deteriorates over time because of the presence of other memories that compete with it.

interference

Public Citizen is one group urging the Federal Trade Commission to start dealing with the "unfair and deceptive practice" of aiming influencer ads at children. Public Citizen is a nonprofit consumer organization "that champions the public interest in the halls of power." Public Citizen _____.

is an advocacy group

One evening, while reading a magazine, you notice an advertisement for a new shampoo. You spend a few minutes looking at the ad because it interests you. A few pages later, you see an ad for Coca-Cola®. You skip over the ad because you've seen it multiple times in other magazines. This example illustrates that attention ____.

is selective

Attention _____, meaning the stimulus loses its attention-getting abilities by virtue of its familiarity.

is subject to habituation

Salespeople, social media, billboards, and promotional products are all types of ____.

marketing stimuli

The ad for David Memorial Hospital features doctors holding clipboards and dressed in white lab coats with name badges on them in a hospital setting. They explain the effectiveness of Malrad, an arthritis painkiller. In this scenario, the ad is using _____.

match-up hypothesis

Which of the following is not one of the three major characteristics of communication that marketers must consider?

noise the receiver may encounter

Researchers at Verizon Wireless asked consumers to read an advertisement from the company about a new promotion. They then asked the consumers to interpret what they read and asked questions to test their understanding of what was communicated. Most of the respondents understood what Verizon intended to communicate, meaning they had ____.

objective comprehension

Marketers at Wendy's are planning to add new, healthier items to their menu. They decide they should survey consumers and ask how consumers view the new items compared to items on other fast-food companies' menus. The marketers are attempting to create a ____.

perceptual map

When determining how marketers should position their product in the market, they may consider how the products are positioned against other brands on a _____.

perceptual map

The easily processed aspects of a message, such as music, an attractive source, picture, or humor are known as ____.

peripheral cues

Using humor and music in advertisements can attract consumers' attention by making the stimuli ____.

pleasant

The increased sensitivity to certain concepts and associations due to prior experience based on implicit memory is called ____.

priming

Luca, a teacher, used to walk to school every day. He recently moved to a house in a suburb outside the city and realized he would need to buy a car to commute. In the context of the process of making decisions, Luca is in the stage of _____.

problem recognition

Recently while grocery shopping, Ivan noticed he almost always buys products on the shelves around his eye level. He isn't too particular about brands, so he attributed this phenomenon to the product's _____.

prominence

While participating in a marketing research study, a focus group moderator asks you, "What brands of toothpaste have you purchased in the last year?" Based on your memory of their flavors, you confidently remember you purchased Crest and Colgate brands without the moderator having to provide a list of toothpaste brands to you. This example illustrates ____.

recall

As the spokesperson for Our Place, Selena Gomez serves as a member of ________ because she influenced how consumers evaluated the information in the ad.

reference group

One of your classmates asks if you remember the name of your first-grade teacher. You think for a moment and tell them, "Yes, Mr. Sideris!" This is an example of ____.

retrieval

One day while walking to class, you see another student playing with their dog on the campus green. Seeing the dog reminds you that you are almost out of dog food, and you must remember to stop on the way home to purchase some. Seeing the dog on campus served as a ____.

retrieval cue

Breville, a home appliance brand, has a new espresso machine it would like to advertise. Its marketers choose to place ads in bon appétit and Food & Wine magazines. These magazines cater to affluent customers. The magazine readers will likely conclude that because the Breville espresso machine is advertised alongside other high-end products, it is also a high-end product. This is an example of ____.

simple inference

When you see ads on TikTok or Instagram for products that guarantee dramatic results in a short amount of time, your first thoughts may be, "that actor is lying" or "yeah, right. They were probably paid to say this works." These are examples of a ____.

source derogation (SDs)

Carson sees BIGS sunflower seeds in a gas station and immediately thinks of "baseball" because he would eat them during his Little League games. He also thinks of "dill pickle" because that was his favorite flavor and of "7/11" because that is where he would buy the sunflower seeds. This example illustrates ____.

spreading of activation

You overhear someone at a restaurant talking about their financial situation. The person states, "I can barely make ends meet every month, and it is very stressful. Even talking about it now makes me feel anxious!" This person is likely a ____.

stretched spender

What the consumer understands from the message regardless of whether this understanding is accurate is known as ____.

subjective identification

Cocofloss attempts to attract customer attention by using colorful string, distinctive "flavors," and bright, friendly marketing that differs from the sterile, clinical feeling brands associated with the industry. They are making stimuli ________.

surprising

Mattress brand, Casper, used creative puzzle ads in subway trains in New York City. One of the easier puzzles was a picture of a ship followed by "-IP + UT" and a picture of an eye. The ad translated to "Shut Eye" which is an informal way of saying sleep. Ads that use puzzles get consumers' attention by making stimuli ____.

surprising

The external signs that consumers use to express their identity are called ____.

symbols

Attitudes are more likely to be strongly held and predictive of behavior when ____.

the consumer is knowledgeable about or experienced with the object of the attitude

Conditioning is most likely to occur when _____.

the link between the conditioned stimuli and the unconditioned stimuli is relatively novel or unknown

Marketers for Muscletech are developing an advertisement for its line of whey protein powder. Understanding the principles of ____, they think it is best to show people with defined muscles working out in a gym in the commercial because the visuals are directly related to the offering.

the peripheral route to persuasion

Consumer behavior is ____.

the totality of consumers' decisions with respect to the acquisition, consumption, and disposition of goods, services, time, places, and ideas by human decision-making units

Informative ads have positive influences on brand attitudes, a factor called _____.

the utilitarian (or functional) dimension

Marketers for a new, all-natural bathroom cleaner have an opportunity to advertise during a large, widely viewed televised sporting event. They decide if they create a straightforward ad that shows the cleaner's capabilities and the brand name, they can create a good impression on viewers. Even though the ad is only 15 seconds long, marketers feel confident viewers could create an accurate impression of the product. This example illustrates _____.

thin-slice judgement

An evaluation made after a very brief observation is known as a _____.

thin-slice judgment

Marketers need consumer behavior insights to____.

understand what consumers and clients value

Your aunt was excited about the purchase of a new Peloton bike. She logs into Peloton's website every day and participates in a live workout. Your aunt is involved in the ____ of Peloton's offering.

usage

The portion of the memory where incoming information is comprehended in the context of existing knowledge and kept available for more processing is known as _____.

working memory

Bren is heading to PetSmart ® to buy a few products for their cat. Bren noticed their cat's skin seemed irritated and the veterinarian suggested Bren purchase special food and a salmon oil supplement. Bren is shopping without a written list and relying on their _____ to remember what to purchase.

working memory (WM)

When Payton watches college football on Saturdays, she often changes channels during a commercial break. She usually switches to another football game and switches back when she thinks the commercials are likely over. Payton is engaging in ____.

zapping