Consumer Behavior - Final Exam

Emphasizing the negative consequences that may occur unless a consumer changes behavior is called ___________

A Fear Appeal

A company wants to persuade a customer to buy its products. If the consumer has a high degree of involvement with products that are sold by the company, what route to persuasion will the company most likely take?

A central route

Fashion refers to

A particular combination of attributes within a style, trend or fad

A billboard is positioned beside a busy highway. However, the merchant that has purchased the billboard complains that no response is being generated by his advertising message. Upon closer inspection, the billboard company determines that the typeface used is too small to be effectively read by a motorist going 60+ mph on the highway. Which of the following sensory thresholds would be most appropriate to explain the failure of this advertisement to connect with motorists?

Absolute Threshold

Mary Nabholz travels the same way to work every day. She notices advertisements in store windows when the ads first go up. However, after a few days, Mary no longer pays any attention to these ads because they have become familiar. Which of the following is affecting Mary's response to the ads?

Adaptation

According to the theories of Carl Jung, our shared memories create ________, which involve universal themes and appear frequently in myths and stories across cultures.

Archetypes

James Otis wants to be "just like Mike" (basketball star Michael Jordan) and has for many years. James has purchased Jordan gear, follows Jordan's career, and he has often thought about how to give back to his community the way MJ has. Which of the following reference group terms would apply to James Otis and his relationship with Michael Jordan?

Aspirational Group

Julie Morgan loves to go into Springer's Old Country Gifts. It always smells like a field of spring flowers. The lighting gives all the products a warm glow, and the mood music is just perfect for casual browsing. After her visit to the store, Julie is always in a better mood. Springer's Old Country Gifts has attracted Julie with its

Atmospherics

_________ is a lasting, general evaluation of people, objects, advertisements, or issues.

Attitude

The plain and simple fact is that Ralph has body odor. Worse than that, Ralph does not seem to care. Ralph's clothes are in shambles, and his personal hygiene could certainly be improved. For most people, Ralph would be in which of the following groups?

Avoidance Groups

____________ considers how people perceive relations among different attitude objects, and how they alter their attitudes to remain consistent

Balance Theory

Which of the following was first demonstrated by Ivan Pavlov (demonstrated in experiments performed on dogs?

Classical conditioning

Which theory stresses the importance of internal mental processes?

Cognitive

What type of learning theory emphasizes that people are problem solvers who actively use information from the world around them to master the environment?

Cognitive Learning

________ is where a person derives his or her identity in large measure from a social group

Collective Self

A hair cream remover meant to replace the razor was marketed to men but failed miserably because men are used to shaving with a razor. Which determinant of diffusion of innovation characteristic (attribute) was most likely to blame?

Compatibility

Classical conditioning takes place when a(n) _________________ is continuously matched with a(n) _______________.

Condition stimulus and unconditional stimulus

A ______________ includes a buyer, a seller, a product or service and other factors, such as how the physical environment makes one feel.

Consumption Situation

The source of a message has an impact on whether the message will be accepted or not. Two particularly important source characteristics are _____________.

Credibility and attractiveness

Motivational research relies on ________ of individual consumers. How is the research conducted?

Depth Interviews

The minimum difference that can be detected between two stimuli is known as the

Difference Threshold

A (n) __________ innovation example was the Internet which when it first began created major changes in the way we live

Discontinuous

Kanisha sees a new nail polish line at Sephora.com with names like Street Slime, Garbage Goo, and Trash Can. She is unsure about the image other people might have of her if she buys the nail polish and wears some of the dull colors. Which attitude function most closely matches with Kanisha's purchase decision?

Ego-defensive function

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 will to pay more for the branded version of a product than for a non-branded version.

Equity

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).

Experiential

There are many props and settings consumers use to define their social roles which then become parts of their selves. Those external objects that we consider a part of us constitute the ________.

Extended Self

A _________ is a very short-lived fashion.

Fad

____________ occurs when an individual may have reason to believe that the group will apply sanctions to punish nonconforming behavior.

Fear of Deviance

The _________ perspective is best summarized by the saying "The whole is greater than the sum of its parts."

Gestalt

Jim Smith thinks he should be more outgoing. He is looking at his ________.

Ideal Self

Consumers who always are on the lookout for novel products or services and who are first to try something new are

Innovators

Claudia Norman, a marketing consultant, recommended that brand equity for a new environmentally friendly product could be established by giving initial customers free memberships in the Sierra Club organization. Claudia used which of the following in her recommendation?

Instrumental Conditioning

Researchers agree that there are various levels of commitment to an attitude. The highest level of involvement is

Internalization

__________ is a frenzied, guilt-ridden compromise between conflicting cultural ideals of motherhood and professionalism.

Juggling Lifestyle

________, one of Freud's followers, proposed that people can be described as moving toward others (compliant), away from others (detached), or against others (aggressive).

Karen Horney

A relative permanent change of behavior that is caused by experience is called

Learning

Power that is granted by virtue of a social agreement, such as the authority we give to police officers, is called _________

Legitimate power

Margaret stayed on top of what was happening in the marketplace, but she was not necessarily the first to purchase items when they first came out. Margaret would be classified as a(n) ___________

Market maven

A group composed of people that the consumer actually knows is called a(n) _________ reference group.

Membership

Individuals with the ability to influence others' attributes or behaviors are considered

Opinion Leaders

An example of a ________ innovation is a new flavor of Snapple fruit drink.

Process

When the ego tries to balance opposing forces, it uses the ________.

Reality Principle

A(n) __________ is an actual or imaginary individual or group conceived of having significant relevance upon an individual's evaluations, aspirations, or behavior.

Reference Group

Elizabeth created a print ad in which the coach of a football team was shown standing out in the middle of a hay field. The text read, "UNR's Coach Roberts....outstanding in his field." Elizabeth was using a literary device called __________

Resonance

________ is the way we assume others expect us to act.

Self-Fulfilling Prophecy

If Volkswagen owners see themselves as being more economical and conservative than do owners of the Buick Regal, ________ is probably at work.

Self-Image congruence model

________ refers to the positivity of a person's self-concept

Self-esteem

_________ is a discipline that studies the correspondence between signs and symbols and their meaning.

Semiotics

Companies that think carefully about the impact of sensations on product experiences are practicing

Sensory marketing

If a consumer chooses not to perceive, they are reaching a(n)

Sensory threshold

A general attitude toward shopping is called

Shopping orientation

A Green Giant ad campaign relied on the ________ when it used a redesigned package for Green Giant products that showed the Green Giant in a "sea of green." It was felt that the Green Giant products were not unified under a common design banner.

Similarity Principle

Which dimension of psychological time includes the categorization of "time for me"?

Social Dimension

________ describes the capacity to alter the actions of others.

Social Power

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?

The ID

According to Freud, the system that acts as a referee in the fight between temptation and virtue is called ________.

The ego

Which theory of attitudes states that people are motivated to take action to resolve inconsistencies between attitudes and behaviors?

Theory of cognitive dissonance

Allison Chewie felt she was always pressed for time; she was feeling

Time Poverty

Most Americans will state that they are always rushed for time even though many people have opportunities for leisure. This perception is referred to as

Time Poverty

Wynona was impulsive. Her friends accused her of being calculating, but she thought of herself as simply an analytical thinker. She wanted what she wanted and tomorrow could take care of itself. Researchers would classify her as being a hedonic variety-seeker. Which of the following time metaphors would best capture Wynona's perspective of time?

Time is a feast

A study found that women who engage in extensive information search and comparison shopping were most likely to select which of the following metaphors to express their perspective of time?

Time is a map

What theory of personality suggests that one person differs from another because of a number of different characteristics such as introversion or extroversion?

Trait Theory

Rick Tuan has a unique problem. He must persuade a good friend to stop smoking. He knows that if he just says "Quit," his message will be rejected. Instead, Rick chooses to offer a ___________message in which he presents the positives and negatives of quitting smoking. He feels sure that his approach will have a greater likelihood of success with his friend.

Two-sided

Which attitude function relates to the consumer's self-concept or central values?

Value-expressive function

A department store decides to use "secret shoppers" at unannounced times to test for service quality among its personnel. Store personnel are rewarded for providing excellent customer service. Which reinforcement schedule has been used in this situation?

Variable Interval Reinforcement

One element in the multiattribute attitude model is

beliefs

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 basis of limited knowledge and then forms an evaluation only after the product has been purchased or used.

low-involvement

On her first visit to China, Jane did not know how to pay for the produce she had selected at a market. She watched several Chinese women pay for their selections, and then Jane copied their behavior. In this example, Jane used _________

Modeling

When marketers put brand messages in video games, they are seeking to influence consumer behavior through the __________ determinant of diffusion

Obbservability

____________ learning occurs when an individual watches the actions of others and notes the reinforcements they receive for their behaviors.

Observational

A coupon-dispensing machine in a grocery aisle and an employee handing out free samples of a new product are both examples of

POP Stimuli

The process by which people select, organize, and interpret sensations is called ________.

Perception

When consumers see only what they want to see-don't see what they don't want to see it is called

Perceptual Difference

The ____________ route to persuasion is taken when the receiver is not really motivated to think about the arguments made in a communication message

Peripheral

________ refers to a person's unique psychological makeup and how it consistently influences the way a person responds to his/her environment.

Personality

A _________ orientation dimension distinguishes between people who prefer to do one thing at a time and those who have multitasking time styles

Polychronic

Family branding, licensing, and look-alike packaging are all marketing strategies based on

Stimulus generalization

Sophie tells Nick about a great new restaurant. Sophie is practicing

Word of mouth communication

If a woman receives compliments after wearing Obsession perfume, she is more likely to keep buying the product and wearing it. What type of instrumental conditioning has occurred in the situation?

Positive Reinforcement

The perception of time is different in different cultures. It would likely be most accepted for employees to be paid by the hour in a culture with which of the following perceptions of time?

Pressure Cooker

Several research methods are used to study reference groups and opinion leadership ___________ methods trace communication patterns among members of a group. These techniques allow researchers to systematically map out the interactions that take place among group members.

Sociometric

Behavioral learning theorists do not focus on internal thought processes; rather, they look to external evidence to study learning. What aspects of the environment are of most concern to behaviorists in studying learning?

Stimulus and Response

When Coca-Cola embeds sexual images in their advertising, they are using

Subliminal Perception

Meagan is planning her wedding and wants everything to be just right. Because she feels overwhelmed by all of the information to sort through and the choices to make, she hires a wedding planner to make many of the decisions and purchases for her. Meagan's wedding planner is best described as a(n) __________

Surrogate consumer