Consumer Behavior Exam 3

Currently, what percentage of U.S. households has a DVR?

50 percent

refers to the capacity of individuals to attend to and process information.

Ability

Jonathon is a career-oriented person. He values predictability over change. Premium products are important to him to show friends he is successful. To which VALS segment does Jonathon belong?

Achievers

Swiss Miss instant hot chocolate uses images of winter Olympic athletic events with athletes and fans warming up to a mug of their instant cocoa. While Swiss Miss is not an official sponsor of the winter Olympics, consumers viewing the ads might reasonably infer that they were. What type of marketing is this?

Ambush Marketing

Janice is a 48-year-old married woman who uses technology as a major source of information and shopping. She has a DVD drive on her computer and enjoys satellite radio, but would do more if she could afford it. To which technology segment does Janice belong?

Apprentices

Individual Factors

Are characteristics which distinguish one individual from another

Which of the following is considered a stimulus factor affecting attention?

Attention

Which VALS segment consists of consumers that are strongly traditional, conservative, and motivated by ideals?

Believers

Which of the following is a VALS segment of consumers?

Believers

Christina lives in Hong Kong, with her husband and young children. She has a nice career with a high-tech company and commutes daily from her private estate outside the city center. She and her family love electronic gadgets and are often the first to adopt any new consumer technology that comes into the market. To which global lifestyle segment identified by Experian's Mosaic Global system does Christina belong?

Career and Family

Michelle enjoys grocery shopping and trying new recipes. She likes to show offer her skills in the kitchen, especially by using multiple appliances. She cooks from scratch at least three times a week and isn't afraid to have leftovers from one of her homecooked meals. Michelle belongs to which cooking lifestyles segment?

Cooking Enthusiasts

Age , education, income, occupation, family, structure, ethnic background, gender, and geographic location

Demographics

situational factors

Include stimuli in the environment other than the focal stimulus and temporary characteristics of the individual that are induced by the environment

Amber tends to be individualistic and prefers to do things her own way. She lives on her own and decides for herself what she wants to do or how to do things. Which type of self-concept describes Amber?

Independent self-concept

The manufacturer of the Little Giant Ladder runs a commercial that is 60 minutes long. The inventor of the ladder shows the versatility and uniqueness of this ladder, and several "regular" people demonstrate how easy it is to use. In fact, this ladder is over 20 ladders in one because of the many different ways it can be configured. Viewers can call the 800 number or visit the website to purchase this product. This is an example of a(n)

Infomercial

A series of activities by which stimuli are perceived, transformed into information, and stored

Information Processing

represents the number of cues in the stimulus field.

Information Quantity

__________ is how a person lives.

Lifestyle

Leonard is a hardworking individual who works for himself and can do just about any construction or carpentry job around. He builds cabinets primarily, but he has also done masonry work. His idea of fun is fixing his truck, and several of his friends and family have him work on their cars as well. He is unimpressed by material possessions other than those with a practical or functional purpose. To which VALS segment does Leonard belong?

Makers

James is interested in just about any type of electronic equipment, such as digital video recorders, computers, smart TVs, and digital cameras. He subscribes to several magazines devoted to these types of products, and he visits several different websites to learn more about these products. Which individual factor affecting attention is influencing James to attend to information about these products?

Motivation

is(are) a stimulus characteristic that refers to the physical arrangement of the stimulus objects and can affect consumer interpretation and categorization.

Organization

Is a state-of-the-at geo demographic classifaction system from clarita that merges U.S> census data with extensive data on product consumption and media usage patterns

PRIZM

refers to the fact that stimuli positioned close together are perceived as belonging to the same category.

Proximity

meaning is the conventional meaning assigned to a word such as found in the dictionary.

Semantic

Which of the following is a global lifestyle segment identified by Experian's Mosaic Global system?

Sophisticated Singles

Which of the following is not a global lifestyle segment identified by Experian's Mosaic Global system?

Sophisticated Singles, Routine Service Workers, Metropolitan Strugglers, Post Industrial Survivors, <Comfortable Rustics>

A message presented so fast or so softly or so masked by other messages that one is not aware of seeing or hearing it is called a(n) __________ stimulus.

Subliminal

David is a retired attorney who is satisfied and comfortable with his life. He keeps informed about the world by reading three newspapers a day and attends lectures at the senior activity center near his home. He is very content with his life, and he tends to center his leisure activities around his home. He plans his purchases carefully and looks for functionality, value, and durability in the products he buys. Which VALS segment best describes David?

Thinkers

The size, shape, and color are specific __________ of the stimulus that can affect interpretation.

Traits

The most popular application of psychographic research by marketing managers is strategic business insight program which provides a systematic classification of American adults into eight distinct consumer segments

VALS

Which of the following is not one of Experian's technology profiles?

Wizards, Journeymen, Apprentices, <Enthusiasts>, Novices

Carl is middle age and single. He has a high school education and works at a hotel as a desk clerk. He lives in a tiny apartment. Even though he doesn't have a high income, he tries to live an active life attending sporting events, and sometimes he brings a date with him. To which PRIZM group does Carl belong?

Young & Rustic

Which of the following is a situational factor affecting attention? a. program involvement b. ability c. motivation d. repetition e. isolation

a. Program Involvement

Which of the following is an individual characteristic that influences interpretation? a. expectations b. organization c. changes d. proximity e. clutter

a. expectations

Nonoccupational behaviors to which consumers devote time and effort , such as hobbies, sports, public service, and church.

activities and interests

"I am now"

actual self-concept

Zipping, zapping, and muting are simply mechanical ways for consumers to selectively avoid exposure to advertising messages, often referred to as

ad avoidance

Zipping, zapping, muting are mechanical ways for consumers to selectively avoid exposure to advertising messages often called

ad avoidance

Suggests that if a stimulus doesn't change over time we adapt or habituate to it and begin to notice it less

adaption level theory

The emotional or feeling response triggered by a stimulus such as an ad

affective interetation

Involves any communication or activity that implies, or from which one could reasonably infer, that an organization is associated with an event, when in fact it is not

ambush marketing

Any communication or activity that implies, or from which one could reasonably infer, that an organization is associated with an event, when in fact it is not is known as

ambush marketing.

Stimulus Factors

are physical characteristics of the stimulus itself(of the marketing advertisements) controlled by marketer Examples size, intensity, position, isolation, format

Occurs when the stimulus activates one or more sensory receptor nerves, and the resulting sensations go to the brain for processing

attention

Evaluate satemen ts about other people, places, ideas or products

attitudes

Which of the following is typically included in a psychographic or lifestyle study?

attitudes, values, activities and interests, demographics, <All of these choices are correct>

Individuals with independent self-concepts tend to be

autonomous

Refers to the extent to which an individual includes important brands as part of his or her self-concept

brand engagement

The extent to which an individual includes important brands as part of their self-concepts is known as (the)

brand engagement.

Where an existing brand extends to a new category with the same name

brand extension

Which of the following is an ability factor related to attention that may require less attention to the brand's ads by an individual due to their high existing knowledge? a. involvement b. brand familiarity c. brand equity d. contrast e. interestingness

brand familiarity

Which of the following statements is true regarding stimulus position and attention with respect to advertising? a. Position effects in advertising are the same regardless of the medium used. b. Ads on the left-hand page receive more attention than those on the right based on how we peruse magazines and newspapers. c. For U.S. readers, high-impact zones in print ads and other print documents tend to be more toward the top and left of the ad. d. In online contexts, horizontal banners attract more attention than vertical banners. e. In television, the probability of a commercial being viewed and remembered increases as it moves from being the first to air during a break to the last to air.

c. For U.S. readers, high-impact zones in print ads and other print documents tend to be more toward the top and left of the ad.

Presenting an incomplete stimulus with the goal of getting consumers to complete it and thus become more engaged and involved

closure

An alliance in which two brands are put together on a single product

co-branding

A process whereby stimuli are placed into existing categories of meaning

cognitive interpretation

Color and the nature of the programming surrounding the brand's advertisement are examples of __________ present in the situation that can play a role in consumer interpretation independent of the actual stimulus.

contextual cues

Whereby sinage in one area promotes complementary products in another

cross-promotions

Which strategy for overcoming the barriers presented by DVR involves seamless insertion of household addressable ads into both live and recorded video content from the DVR hard drive?

dynamic ad placement

Occurs when a stimulus is placed within a person's relevant environment and comes within range of his or her sensory receptor nerves

exposure

What are the four major steps in information processing?

exsposure, attention, interpretation, memory

Carla and her family lost their home and everything in it in to a fire. People would console her by saying that at least her family was not harmed and that everything else can be replaced. She would reply, "I know it was just stuff, but it was our stuff and was special to us." This is reflecting Carla's

extended self

Consists of the self plus possesions

extended self

Presenting the stimulus in such a way that it is perceived as the focal object to be attended to and all other stimuli are perceived as the background

figure-ground

People with similar cultural backgrounds, means , and perspectives naturally gravitate toward on another. They choose to live amongst their peers in neighborhoods offering affordable advantages and compatible lifestyles

geo-demographic analysis

A term applied to activities that take place on each side of the brain

hemispheric lateralization

Consumers who place heavy weight on the opinions and feelings of others are called

high self-monitors.

"who I would like to be"

ideal self-concept

Which dimension of self-concept refers to the individual's perception of who I would like to be?

ideal self-concept

In the VALS typology, which primary motivation is characteristic of consumers guided in their choices by their beliefs and principles rather than by feelings or desire for social approval?

ideals motivation

An advertiser that surrounds its ads with positive programming a. is tapping into the isolation effect. b. is basing their strategy on figure-ground theory. c. is utilizing adaptation level theory. d. increases the chances that their information is evaluated in a more positive light. e. None of these choices are correct.

increases the chances that their information is evaluated I a more positive light

Emphasizes personal goals, characteristics, and achievements, and desires

independent self-concept

Individuals with which type of self-concept are more likely to seek adventure and excitement through travel, sports, and entertainment, to be opinion leaders, and to prefer magazines over TV?

independents

Goes beyond what is directly stated or presented

inference

Program length television commercials with a toll-free number and/ web address to order and request information

infomercials

Program-length commercials with an 800 number and/or Web address through which to order or request additional information are known as

infomercials

Emphasizes family, cultural, professional, and social relationships

interdependent self-concept

Which type of self-concept emphasizes family, cultural, professional, and social relationships?

interdependent self-concept

Is the assignment of meaning to sensations

interpretation

Perception is a process that begins with consumer exposure and attention to marketing stimuli and ends with consumer

interpretation

The minimum amount that one brand can differ from another with the difference still being noticed

just noticeable difference

How a person lives

lifestyle

Self-image congruity really doesn't matter much to Sam, particularly because he doesn't usually consider the opinions of others or their feelings when he acts. Sam would be described as a(n)

low self-monitor

Consumers who do not place heavy weight on the opinions and feelings of others are called

low self-monitors.

The specific media the consumers utilize

media patterns

The tendency of an owner to evaluate an object more favorably than a nonowner

mere ownership effect(endowment affect)

What are the major individual factors affecting attention?

motivation and ability

Individuals are not passive recipients of marketing messages

perceptual defenses

A relative process rather than absolute

perceptual relativity

For which type of product is self-image congruity likely to matter more?

perfume

"Opt in" to receive e-mail based promotions

permission based marketing

The voluntary and self-selected nature of online offerings where consumers "opt in" to receive email-based promotions is often referred to as

permission-based marketing.

What are the two dimensions of the VALS typology of consumers?

primary motivation and resources

"How I am or would like to be myself"

private self-concept

Which dimension of self refers to how I am or would like to be to myself?

private self-concept

Provides exsposure that consumers don't try to avoid- it shows how and when to use the product and enhances the products image

product placement

Stimuli positioned close together are perceived as belonging to the same category

proximity

Attempts to develop quantative measures of lifestyle were initially referred to as

psychographics

Sam doesn't know much about digital video recorders, so when he went shopping for one, he decided on the model that had the highest price and the best warranty as well as one he had seen a lot of advertising for. Sam used these factors as

quality signals

Involves the use of an unexpected twist or artful deviation in how a message s communicated visually or verbally in the ad

rhetorical figures

The totality of the individual's thoughts and feelings having reference to himself or herself as an object is known as

self-concept

Marty is an action-oriented consumer, and he strives to express his individuality through his choices. He purchases products and services for the experience they can provide him rather than what they might say about him to others. Which primary motivation is guiding Marty's behavior?

self-expression motivation

The physiological ability of an individual to distinguish between similar stimuli

sensory discrimination

Which of the following statements is false regarding stimulus factors and attention? a. individual b. personal c. situational d. stimulus e. inferential

situational

"how I am seen by others or would like to be seen by others"

social self-concept

The physical arrangement of the stimulus objects

stimulus organization

Measurements of consumption within a specified product category, often consumers are categorized as heavy, medium, or light users or as nonuser.

usage rates

Widely held beliefs about what is acceptable or desirable

values

Barry decided he needs a new car, so he started looking at commercials on television and ads in magazines as well as visiting several websites. What type of exposure does this represent?

voluntary

Involves switching channels when a commercial appears

zapping

Occurs when one fast-forward through a commercial on a prerecorded program

zipping