consumer behavior exam 1
cognitive theorists believe that ______ is a complex mental process that happens because consumers make the conscious choice to process information and store that information in their brains
learning
which of the following is not one of the four key tenets when considering the study of consumer behavior?
market research looks narrowly at buyer decisions to simplify the complexity of consumer behavior
which of the following is not an internal influence that impacts an individuals sense of self?
marketing messages
according to the consumer motivation process diagram, which of the following is between "tension" and "action"?
motivation
the first step in understanding how to create or change perceptions is to
understand the elements of perception that consumers use to understand the world around them
the marketing role focused on driving customers into a company's purchase funnel (the detailed steps in a customers journey from awareness to purchase), pushing them through that funnel until they make a purchase, and doing so in a cost-effective way
acquisition marketing
____ is the practice of placing ads in places where consumers don't expect to see them or where they simply can't avoid them
ambush marketing
this states that consumers' unconscious desires drive purchase decisions, and therefore, when marketing products and services, companies should appeal to those desires
Dichter's theory of motivation
this individual identified 16 personality traits that he used to understand and identify individual differences in personality
Raymond Cattell
True or False: Brand marketers seek to drive brand health, which is often defined as awareness and consideration of and affinity for a brand
True
______ focuses on the automatic response that humans develop through repeated exposure and reinforcement
classical conditioning
motivation, cues, response and reinforcement are all critical elements of
consumer learning
weak stimuli involves____
consumers adding bias as a means of interpreting the stimuli
this is likely the most significant external influence on a consumer's behavior; includes values, norms, language, religion, cuisine, and social habits
culture
when it comes to problem recognition, in the case of _____, marketers can create advertisements that consumers hear and see so consumers realize they have an unmet need awaiting fulfillment and that a marketer's product can fulfill that need
external stimuli
true or False: A marketer's role relative to consumer behavior ends when the consumer selects a service or purchases a promoted product
false
true or false: closure, a critical element of gestalt psychology, deals with objects that are part of a visual design being perceived as a group or a pattern
false
true or false: information search is not one of the first three stages of the consumer decision-making process
false
true or false: marketing innovation is defined as developing compelling marketing messages that highlight a product's value proposition and differentiating factors
false
true or false: perception is all about the objective reality of their environment-- not consumers' subjective understanding of the world around them
false
true or false: repetition as a strategic application is what also enables marketers to launch new product lines and product forms under the same brand name
false
true or false: the short-term store within the human brain is a space where sensory input lasts for just a second or two
false
true or false: the state of mind you experience as you search for something to fulfill your need is your consumer framework
false
true or false: trait theory is not among the foundational aspects of customer segmentation
false
this is the governing body that reviews and regulates advertising materials to ensure that content is true and doesn't overpromise
federal trade commission
advertisements that focus on the personal benefits of product features tend to appeal to______
inner-directed consumers
_____ based on the notion that learning occurs through a trial-and-error process (also called operant conditioning)
instrumental conditioning
_____ consists of the inner psychological characteristics that both determine and reflect how consumers think and act
personality
A 16-ounce bottle of dasani water might be placed next to a salad bar so consumers grab a salad and water at lunch when he or she is on the go. This product placement exemplifies the gestalt psychology element of ____.
proximity
in a this type of test, researchers show consumers an advertisement and ask them if they remember seeing it and if they can remember any of its main points
recognition test
conclusions stemming from psychologists research into human personality has not been uniform, but, overall, researchers agree on three principles. which is not presented as one of these agreed upon principles?
since personality is individual, it is not consistent
in freudian theory, this is an individual's internal expression of society's moral code
superego
according to the text, savvy companies define their brands in terms of _____, not simply by the products they sell
the consumer needs they satisfy
True or False
the conversion funnel is to move consumers from consideration to awareness to purchase
business people truly needing to understand when and why consumers act the way they do is ...
the foundation of all strategies with which a company moves forward
which of the following is not one of the three facets of needs presented in the reading?
the variation among customer needs results in companies hyper-targeting messages
Brand marketing is the concept of building a differentiated, recognizable identity for your company
true
True or False: Brand is a name, term, design, symbol or any other feature that identifies one seller's good or service as distinct from those of other sellers
true
True or False: innate needs are biological needs, such as food, water, air, clothing and shelter
true
true or false: McClelland"s human motivation theory can be used to influence how managers set goals, provide feedback and motivate and reward team members
true
true or false: according to psychologists who have explored the motivations behind consumer innovativeness, social factors are among the four main reasons consumers choose to accept and adopt new innovations
true
true or false: an example of how stimuli affects marketing efforts in Snapple's elimination of the plastic seal around bottle caps
true
true or false: an understanding of consumer personalities should form the foundation of a marketer's positioning strategy
true
true or false: based on the type of purchase they are exploring, consumers can fall into different categories of Karen Horney's theory relative to groups of personality types
true
true or false: both consumer behaviors and attitudes are critical components that marketers seek to measure regarding brand loyalty
true
true or false: cognitive learning is primarily concerned with how information is processed by the human mind: how it is stored, retained and retrieved
true
true or false: goal identification is part of consumer movement from identifying needs and motivations to purchasing products and services
true
true or false: need for cognition (NFC) measures consumers' desire for information processing and ultimately, thinking
true
true or false: one of the primary differences between recall tests and recognition tests is that recall tests use unaided recall
true
true or false: physical stimuli from the outside environment is one of two primary inputs to perception
true