Consumer Behavior Midterm Exam

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

College student Jeff Barnes sees himself as a rich banker who drives a top of the line BMW. This fantasy is an expression of the ________. A) ideal self B) actual self C) looking-glass self D) collective self

A) ideal self

Jim Smith thinks he should be more outgoing. He is looking at his ________. A) ideal self B) self-concept C) looking-glass self D) self-esteem

A) ideal self

A consumer wearing a temporary tattoo of a company's brand logo is an example of ________. A) identity marketing B) market targeting C) compensatory consumption D) an extended self

A) identity marketing

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

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

________ 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

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

When the ego tries to balance opposing forces, it uses the ________. A) super ego B) reality principle C) related principle D) id

B) reality principle

In general, advertising is more effective when it ________ than when it ________. A) tries to create new product preferences; reinforces our existing product preferences B) reinforces our existing product preferences; tries to create new product preferences C) relies upon word-of-mouth tactics; relies upon viral marketing tactics D) relies upon viral marketing tactics; relies upon word-of-mouth strategies

B) reinforces our existing product preferences; tries to create new product preferences

Men are more likely to use a woman's body shape as a sexual cue. One explanation of this phenomenon is that feminine curves provide evidence of ________. A) compatibility B) reproductive potential C) intellectual capacity D) sociability

B) reproductive potential

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

________ 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

The ________ refers to our more realistic appraisal of the qualities we have and don't have. A) ideal self B) inner self C) actual self D) outer self

C) actual self

According to the sociological tradition of ________, relationships with other people play a large part in forming the self. A) self-image congruence B) self-completion theory C) symbolic interactionism D) body cathexis

C) symbolic interactionism

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

If a person's identity is derived in large measure from his or her social group. This is called _. A) the inner self B) the occupational self C) the collective self D) the dynamic self

C) the collective self

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

According to Freud, the part of the personality that seeks immediate gratification is called the ________. A) ego B) super ego C) conflict D) id

D) id

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

A typical utilitarian shopping motive is interpersonal attraction.

False

Lower-class men are more likely than middle-class men to have a general sense of empowerment.

False

Many twenty-somethings have rebelled against their more affluent parents by mocking wealth, wearing clothing such as shredded jeans and driving boxy cars. These are examples of what is called a modern potlatch.

False

Marketing research has indicated that consumers have difficulty assigning personality qualities to most everyday, functional products.

False

Of the three groups of attitudes toward luxury, the largest group is "luxury is indulgence"; this view is held mainly by wealthy seniors citizens.

False

Social capital refers to an individual's knowledge of the "right" behavior used in the realm of the upper class.

False

Sony offers a five-year warranty and a free customer hot line. Based on this action, consumers will most likely infer the brand personality traits of familiarity and sophistication.

False

The prestige of occupations varies dramatically from one culture to the next.

False

When companies team up and promote two or more items this is called product complementary.

False

Restricted codes focus on the content of objects, not on relationships among objects.

True

Self-esteem refers to the positivity of a person's self-concept.

True

Social comparison is a basic human tendency.

True

The American rich often indulge in luxury goods while pinching pennies on everyday items.

True

The flamboyant consumption of the nouveau riche is an example of symbolic self-completion.

True

The reality principle finds ways to gratify the id that are acceptable to the outside world.

True

Which type of psychographic study places a large sample of respondents into homogeneous groups based on similarities of their overall preferences? A) General lifestyle segmentation B) Lifestyle profile C) Product-specific segmentation D) Product-specific profile

A) General lifestyle segmentation

________ is when the person tries to evaluate their appearance by comparing it to the people depicted in these artificial images. A) Social comparison B) Self-esteem C) Real self D) Ideal self

A) Social comparison

According to the theories of Carl Jung, our shared memories create ________, which involve universal themes and appear frequently in myths and stories across cultures. A) archetypes B) patterns of behavior C) Doppelgangers D) symbolic communities

A) archetypes

Bart was a mortuary worker who noticed that there seemed to be a social class difference in what people placed on the graves of departed family members. What Bart observed was a class difference in how people manifest the relationship between external objects and the ________ self. A) extended B) actual C) social D) looking-glass

A) extended

Through the process of ________, people try to "manage" what others think of them by strategically choosing clothing and other products that will convey a positive image. A) impression management B) self-extension C) self-esteem D) social comparison

A) impression management

If Volkswagen owners see themselves as being more economical and conservative than do owners of the Buick Regal, ________ is probably at work. A) self-image congruence model B) self-concept C) self-image D) looking-glass self

A) self-image congruence model

Milton Rokeach identified a set of ________. A) terminal values B) core values C) crescive values D) cultural values

A) terminal values

What modern American ceremony would come closest in intent to a Native American potlatch? A) A baptism B) A marriage C) A university graduation D) The celebration ordered by a large company that has gained a new lucrative contract

Answer: B

Amanda thought she had been cheated by a local car dealership. She was so upset that she created a Web site to share her story with the world. What is the most likely result of Amanda's action? A) Most readers will think that Amanda is a little nutty and ignore her Web site. B) Amanda's Web site will decrease the credibility of the dealership's ad and will influence potential buyers to stay away from the dealership. C) Even if it is read extensively, Amanda's Web site will have little effect on how people see the dealership or Amanda. D) The Web site will actually increase sales at the dealership by giving them free advertisements.

B) Amanda's Web site will decrease the credibility of the dealership's ad and will influence potential buyers to stay away from the dealership.

Which of the following is an example of utilitarian influence? A) An individual seeks information about various brands from a professional. B) An individual's decision to purchase a particular brand is influenced by the preferences of family members. C) An individual feels that the purchase of a particular brand will enhance the image others have of her. D) An individual seeks brand-related knowledge and experience from friends, neighbors, colleagues, and relatives who have reliable information about the brand.

B) An individual's decision to purchase a particular brand is influenced by the preferences of family members.

________ is/are a norm that controls basic behaviors such as who does household chores. A) Values B) Custom C) Conventions D) More

B) Custom

Hannah was embarrassed when her friends teased her about dancing on a table on Friday night. She tried to tell her friends that she really is quite introverted and shy. Her friends observed that Hannah does not appear shy when she is out on a weekend evening. Which of the following statements is most applicable in understand Hannah's personality? A) Personality is a set of consistent traits that do not change from one environment to the next. Either Hannah or her friends are wrong in their observations. B) Hannah's personality is a unique psychological makeup that consistently influences behavior within a certain environmental situation. Although behavior will be consistent within consistent environments, it does not have to be consistent between environments. C) Personality is a hypothetical construct that grows stronger with age. Hannah will likely be extroverted for the rest of her life. D) Hannah's behavior on a weekend night is due to Freudian problems with her superego.

B) Hannah's personality is a unique psychological makeup that consistently influences behavior within a certain environmental situation. Although behavior will be consistent within consistent environments, it does not have to be consistent between environments.

________ is the promotional strategy that involves select consumers altering some aspects of their selves to advertise for a branded product. A) Halo effect B) Identity marketing C) Impression management D) Self-extension

B) Identity marketing

An advertisement emphasizes that if a consumer uses a certain deodorant, he or she will not offend other people and will not cause problems in the workplace because of "bad body odor." What part of the Freudian system is this ad appealing to? A) The id B) The superego C) The archetype D) The ego

B) The superego

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

Mary Jane is a very conservative businesswoman by day. However, when she decides to "go out on the town," she likes to party and "kick up her heels." This would be an example of a reaction due to the fact that many consumers ________. A) have low self-image B) have multiple selves C) are not confident with their real selves D) prefer their ideal selves

B) have multiple selves

In advertising terms, a(n) ________ refers to a view or exposure to an advertising message. A) node B) impression C) connection D) reference

B) impression

A person's physical appearance is large part of his or her ________. A) inner pattern B) self-concept C) group status D) cultural right

B) self-concept

If a female consumer sees an ad about a woman who can no longer fit into her old bathing suit, the consumer might think about her own situation and make a personal pledge to lose weight before summer arrives. This would be an example of marketing communications that attempt to influence a consumer's level of ________. A) doubt and regret B) self-esteem C) dedication and control D) strength and conviction

B) self-esteem

The Myers-Briggs type indicator is based on the work of ________. A) Karen Horney B) Sigmund Freud C) Carl Jung

C) Carl Jung

Which of the following is considered a post-purchase process? A) The shopping experience B) Mood C) Consumer satisfaction D) Shopping orientation

C) Consumer satisfaction

________ summarizes the beliefs a person holds about his own attributes and how he/she evaluates their self on those qualities. A) Actual self B) Self-esteem C) Self-concept D) Self-ego

C) Self-concept

The VALS2™ group is termed the ________, who are successful consumers with many resources. This group is concerned with social issues and is open to change. A) fulfillers B) achievers C) actualizes D) believers

C) actualizes

AIO surveys help measure ________. A) personality B) demographics C) lifestyles D) heavy users

C) lifestyles

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

When we act the way we assume others expect us to act we are practicing a ________. A) looking-glass self B) self-image C) self-fulfilling prophecy D) real self

C) self-fulfilling prophecy

The ideal self is a person's conception of how she ________. A) adapts to play different roles B) imagines other think of her C) would like to be D) realistically thinks she is

C) would like to be

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

Which of the following is a level of a people extended self? A) Individual level B) Family level C) Community level D) All of the above

D) All of the above

________ is where a person derives his or her identity in large measure from a social group. A) Nano frame B) Micro frame C) Looking-glass self D) Collective self

D) Collective self

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

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

________, 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

An individual who scores high on an assessment of materialism would be LEAST likely to be categorized in which of the following VALS2™ groups? A) Innovators B) Strivers C) Achievers D) Makers

D) Makers

________ 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

Consumers who have ________ are particularly good targets for marketing communications that use fantasy appeals. A) self-fulfilling prophecies B) looking-glass selves C) a small gap between their real and ideal selves D) a large gap between their real and ideal selves

D) a large gap between their real and ideal selves

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

Motivational research relies on ________ of individual consumers. A) psychological profiles B) Jungian analysis C) behavior targeting D) depth interviews

D) depth interviews

Most Freudian applications in marketing relate to the product's supposed ________. A) brand personality B) hidden values C) competitive advantage D) sexual symbolism

D) sexual symbolism

Reference groups influence us in three ways. These influences include informational, utilitarian, and ________ dimensions. A) reputational B) descriptive C) knowledge D) value-expressive

D) value-expressive

A consumer is attached to an object to the extent that she relies upon it to maintain her self-concept.

True

A pop-up store is purposefully designed to come and go very rapidly.

True

A sophisticated form of conspicuous consumption is called parody display.

True

According to Freudian theory, when a young child incorporates the beliefs and ethics of his parents into his own psyche, he is essentially building a superego.

True

Brand personality is a set of traits people attribute to a product as if it was a person.

True

Conducting motivational research tends to be less expensive than conducting a large-scale, quantitative survey because interviewing and data-processing costs are relatively minimal.

True

Dove's campaign for Real Beauty features women with imperfect bodies modeling in advertisements for skin and hair care products The nature of the social comparison that occurs when a consumer uses these marketing images as a benchmark is likely different than the social comparison that occurs when a consumer sees advertisements for similar products that use professional models.

True

Impulse items such as candy or gum are placed near the checkout.

True

It is possible to use psychographics to identify distinct segments even for mundane products such as soap.

True

Janice feels that she makes many of her decisions based on the fact that she is an introvert. Introversion seems to affect her taste in clothes, outside activities, and even her independence. Janice is making consumption decisions based on a personality theory called trait theory.

True

Mary Ann reads fashion magazines weekly. Many times she is frustrated because she has been unable to achieve "a look" that she thinks features the "real her." When Mary Ann thinks this way, she is going through a social comparison process.

True

One of the most important levels of the extended self is the family level.

True

People tend to pattern their behavior on the perceived expectations of others, which is a form of self-fulfilling prophecy.

True

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

True

Putting more and more people into the same marketing space will increase arousal in customers. This can be seen as either positive or negative, depending upon each customer's interpretation of this arousal.

True

The symbolic self -completion theory suggests that people who have an incomplete self-definition will tend to complete this identity by buying products that are associated or symbolic of their self-definition.

True

The thrill of the hunt is considered a hedonic shopping motive.

True

Tian Zhao's parents were peasants from central China. Tian earned a degree in electronics from a university and now works for a medium-sized firm building computer components. Tian has purchased a Canon camera and a Dell computer, and he wears Nike running shoes. He is a member of the mass class.

True