MK-476 Exam 2

The functional theory of attitudes was initially developed to explain how _________.

Attitudes facilitate social behaviors.

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

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

reproductive potential

Consumers who have ________ are particularly good targets for marketing communications that use fantasy appeals.

A large gap between their real and ideal selves

Which of the following explains why people decorate or mutilate their bodies?

All of the above

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

An image

_____ refers to a consumer's subjective evaluation of his or her physical self:

Body image

The Pillsbury Doughboy and the Jolly Green Giant are examples of ________.

Brand personalities

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

Collective Self

refers to a strategy in which a message presents two or more specifically named or recognizably presented brands and evaluated them in terms of one or more specific attributes.

Comparative advertising

Rudi Gonzales sees himself as being handsome rather than intellectual. Which of the following self-concept dimensions best applies to Rudi's view of himself?

Content

According to the ________ hierarchy, 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).

Experiental

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.

Extended

Understanding our social roles is part of our _____

Extended self

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

False

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 _______

Have multiple selves

All multiattribute attitude models specify the importance of attributes, beliefs, and

Importance weights

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

Internalization

The ______ function of attitudes applies when a person is in an ambiguous situation and needs order, structure, or meaning.

Knowledge

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 then forms an evaluation only after the product has been purchased or used

Low-involvement

Do sex related ads work?

Overall, the use of a strong sexual appeal is not very well received.

______ acknowledges that marketers will be more successful when they communicate with consumers who have already agreed to listen to them.

Permission marketing

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

Personality

Match.com and eharmony.com measure identifiable personal characteristics called _____

Personality traits

______ summarizes the beliefs a person holds about his own attributes and how he or she evaluated their self on those qualities

Self-concept

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

Self-esteem

When we act the way we assume others expect us to act we are practicing a ________.

Self-fulfilling prophecy

______ is when the person tries to evaluate their appearance by comparing it to the people depicted in artificial images

Social comparison

______ is when the person tries to evaluate their appearance by comparing it to the people depicted in artificial images.

Social comparison

A communicator's expertise, objectivity, and trustworthiness refers to _______.

Source credibility

Most messages merely present one or more positive attributes about a product or reasons to buy it. Which of the following best describes this approach to communicating a message?

Supportive arguments

A marketing study found that respondents believed that a dark-haired model would be more effective in selling gold jewelry than a blond-haired model would be if the dark-haired model was not perceived to be ethnic. What two ideas of using celebrities as communication sources are most likely to be at work here? A) Celebrities should be attractive, but not too attractive. B) The celebrity's image should match that of the product, and blond-haired models are too common for the exclusive image of gold. C) The celebrity's image should match that of the product and should embody cultural meaning. D) The celebrity's image should embody cultural meanings that contrast with the product's cultural stereotypic image.

The celebrity's image should match that of the product and should embody cultural meaning

The ______ states when a person is confronted with inconsistencies among attitude or behavior, he/she will take action to restore consistency.

Theory of cognitive dissonance

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

Theory of cognitive dissonance

A Doppelganger brand image is when a product looks like the original but in fact is a critique of it.

True

Which statement best explains the research findings about using two-sided messages to communicate with consumers?

Two-sided messages can be quite effective, yet marketers rarely use them.

Which of the following general attitude functions is most closely related to the basic principles of reward and punishment?

Utilitarian function

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

Value-expressive

The ideal self is a person's conception of how she ______

Would like to be

The _______ refers to our realistic appraisal of the qualities we have and dont have

actual self

A component of hierarchy of effects is ______

all of the above

A component of the ABC model of attitude is ________

all of the above

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

extended self

If Chen Ho follows a Confucian perspective and dresses according to accepted rules of the group (where others' perceptions of the self and maintaining one's desired status in their eyes is important), then he is recognizing the importance of ________.

face

A(n) ____ is a particular model, examplar, or appearance.

ideal of beauty

The preference in a culture for a particular model of beauty (or exemplar) is called a(n) ________.

ideal of beauty

A person's conception of how he/she would like to be is called ________.

ideal self

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 ____

ideal self

AIO surveys help measure ______

lifestyles

______ is the way we assume others expect us to act

self-fulfilling prophecy