consumer Behavior study guide

Which of the following is considered an example of consumer behavior?

. Janice prefers to buy name-brand pain relievers like Tylenol and Advil, rather than the store brand. B. Javier generally gets gas on Monday mornings on his way to work. C. Jessica prefers to buy her produce from the farmer's market instead of the grocery store. D. Jeremy generally recycles his old newspapers and cardboard boxes

Negative message framing is likely to appeal to which two groups?

. consumers with high need for cognition and consumers with an independent self-view

Mothers are stronger consumer socialization agents than their husbands because ________.

. mothers are more involved with their children B. the mothers often control their children's exposure to commercial messages C. the mothers provide instruction in the skills needed to become consumers D. the mothers regulate the amount of money children can spend and how they spend it

_____________ include the number of unique visitors participating, the number of links related to the conversation that participants reach during the conversation, the duration between the first and last posts during the conversation, and the average time between posts.

: Conversation related measures

Which of the following is one of the elements of social media?

A. Profiles let consumers tell others about themselves. B. Friends are trusted members of the social network. C. Groups within social networks help users find people with similar interests. D. Social networks create interactions among group members via discussion boards and content sharing.

The reason that many products fail when marketed in a foreign country is ________.

A. many companies assume that if a product is a success domestically, it will be accepted anywhere

_______feature(s) brands embedded in video games that are played at home, in arcades, or online.

Advergames

Which American ethnic subculture is the fastest growing?

Asian American

On a percentage basis, which of the following is the fastest-growing American minority?

Asian Americans

What is the fastest-growing American minority?

Asian Americans

_______ parents are very nurturing but very restrictive in respect to consumer socialization.

Authoritative

_____________ parents are very nurturing but very restrictive in respect to consumer socialization.

Authoritative

________ have always been associated with bigger quantities of things or more of something. Recently, however, there has been a shift away from quantity towards quality.

Comfort, pleasure, and materialism

________, the degree to which a new product is difficult to understand or use, is especially important when it comes to innovation in high-tech consumer products.

Complexity

___ is concerned with the likelihood or tendency than an individual will undertake a specific action or behave in a particular way with regard to the attitude object.

Conation

_____ refers to consumers' perceptions of all the components of products, services, and brands, and to how consumers evaluate the quality of marketers' offerings.

Consumer imagery

_____ is defined as the process by which children acquire the skills, knowledge, attitudes, and experiences necessary to function as consumers.

Consumer socialization

When anthropologists immerse themselves in the environment under study, this technique is called

Filed Observation.

____________ tend to be members of larger families, and are more likely to live in an extended family household (hint: a US subculture).

Hispanics

Acculturation is a dual learning process. What is the first step?

Marketers must learn everything that is relevant to the product and product category in the society they plan to market.

_______ are the channels for transmitting communications.

Media

Mobile devices provide four types of value to users. ________ value describes the characteristic that the value consumers receive for the money exceeds the value consumers receive from using non-mobile devices.

Monetary

________ parents are very permissive, but provide their children with little or no nurturing during consumer socialization.

Neglecting

The largest syndicated research company that assesses how many consumers received a message and constructs a profile of those who received it is ________

Nielsen

________ sources generally have more credibility than ________ sources.

Not-for-profit; for-profit

______________ are sought outcomes to be achieved by using a given product or service.

Product-specific goals

________ in the form of competing advertising messages or distracting thoughts can impact the reception of a promotional message.

Psychological noise

A teacher wears conservative clothing at work but wears trendy clothing when she goes out with her friends, which illustrates different ________ may influence the beliefs, attitudes, and behaviors of individuals under different circumstances.

Refrence Groups

scale measures the gaps between customers' expectations of services and their perceptions of the actual service delivered.

SERVQUAL

________ happens when teachers instruct children, in educational environments, about what should be done, how it should be done, and why it should be done, in social as well as personal settings.

Technical learning

There are four possible global marketing strategies, one of which is a global strategy, which involves offering ________.

a standardized product and a standardized message

When marketers plan to sell their products in foreign or multinational markets, they must go through a process of ______________ in order to ensure that their products and marketing messages are suitable for the foreign culture

acculturation

Which of the following American core values serves as a social and moral justification for the acquisition of goods and services in a context such as "you worked for it" or "you deserve it"?

achievement and success

Customized messages that are sent to particular consumers based mostly on the consumers' prior shopping behavior, which marketers have observed and analyzed, are also called ________.

addressable advertising

When consumers try a new product by the same brand because they believe that the new product embodies the same attribute with which the brand's existing products are associated, this is the

conditioned

In a consumer behavior context, ________ are learned predispositions to behave in a consistently favorable or unfavorable way with respect to a given object.

attitudes

The likelihood of a consumer accepting or rejecting foreign-made products is known as ________.

consumer ethnocentrism

The first people to purchase a new product are considered ________.

consumer innovators

Uncovering ________ is the primary objective of marketers as they seek to teach consumers how they can fill their needs by buying certain products and brands.

consumer motives

Studying societies via analysis of the content of verbal, written, and pictorial communications is known as ________

content analysis

Low-risk perceivers have been described as broad categorizers and tend to be very

bent on choosing from a wide range of alternatives

The research measurement that tracks the degree of attention paid to the components of viewed advertisements through monitoring electrical impulses produced by the viewer's brain is called

brain wave analysis

Regional differences in consumption behavior are especially clear when it comes to ____________ prefrence

brand

entral brand claims that are critical to the evaluation of the product's utilitarian attributes are most likely processed via the __________ route

central

If you usually listen to the 6 o'clock news while waiting for dinner to be served, you would tend to associate the news with dinner, and eventually the sound of the 6 o'clock news alone might cause your mouth to water even if dinner was not being prepared.: this is known as ______________

classical conditioning

According to ________, discomfort occurs when a consumer holds conflicting thoughts about a belief or an attitude object.

cognitive dissonance theory

Which of the following factors is an inspiration for consumer innovativeness?

cognitive factors B. social factors C. functional factors D. hedonic factors

A marketer uses a ___________ appeal when it claims product superiority for its brand over one or more explicitly named or implicitly identified competitors.

comparative

Sheila admires her boss, Jerry, so she aspires to live her lifestyle and have similar possessions. Jerry exerts ________ influence on Sheila.

comparative

A marketer uses a ________ when it claims product superiority for its brand over one or more explicitly named or implicitly identified competitors.

comparative appeal

Task complexity, information organization, and time constraint are the three major _____________ factors in decision tasks.

contextual

Gino's Italian Bistro offers all patrons a free after-dinner drink. This is an example of a ________ reward schedule.

continuous

Mobile devices provide four types of value to users. ______________ value describes the characteristic that mobile devices save time and money and make life easier and more efficient.

convenience

When consumers have no established _________ for evaluating a product category, they engage in extensive problem solving.

criteria

A(n) ________ analysis is a form of marketing research that examines the differences and similarities among consumer in different countries

cross-cultural

A ________ is the selection of an option from two or more alternative choices.

decision

The proportion of non-Hispanic/Caucasian whites in the U.S. population is projected to ________ over the next several decades.

decrease

The ________ stage of the basic family unit occurs with the death of one spouse.

dissolution

Subcultures are ________.

dynamic and evolving

cording to Freud's theories, the ________ functions as an internal monitor that helps balance the impulses stimulated by biogenic needs and the constraints applied by the sociocultural setting.

ego

Promotions placed on social media employ ________, which are digital tracking devices that enable senders to monitor the receivers' responses precisely and immediately.

electronic cookies

Mobile devices provide four types of value to users __________ value describes the characteristic that mobile devices make consumers feel good and relaxed when using the device.

emotional

A consumer is most likely to use ________ when buying an expensive, important, or technically complicated product or service for the first time.

extensive problem solving

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

fear

Barry has avoided purchasing a new laptop because prices keep falling and he is worried that, if he buys a laptop today, the same laptop will be cheaper in six months. Barry perceives ____________ risk associated with the purchase of a new laptop.

financial

Francis gets a free sandwich after she purchases nine sandwiches at Subway. This is an example of a ________ reward schedule.

fixed ratio

Downscale consumers often spend a higher percentage of their available incomes on ________ than do their middle-class counterparts.

food

A(n) ________ provides companionship, security, and opportunities to discuss problems that an individual might be reluctant to discuss with family members.

friendship group

Which of the following is one of the motivations of opinion leaders?

gain attention from others C. reduce post-purchase dissonance D. gain experience converting others E. show off expertise

A ________ marketing strategy involves selling the same product using the same positioning approach and communications globally.

global

In the CLOTHING MINI CASE, Outer Limits Outfitters would be considered a(n) ________.

global brand

_____________ are the sought-after results of motivated behavior.

goals

The birth of the first child marks the transition from the ________ stage to the ________ stage of the traditional family life cycle.

honeymooner; parenthood

The most studied advertising appeal is

humor

The type of self-image that characterizes the way consumers would like others to see them is ________.

ideal social self-image

One outcome of the fact that consumers find environmental labels difficult to understand is ________.

increased price sensitivity regarding green products

Self-reliance, self-interest, self-fulfillment, self-esteem, and self-confidence are all exceedingly popular expressions of ________, one of the American core values.

individualism

n buying a truck, Bob will only consider American-made trucks because he believes foreign truck brands, such as Nissan and Toyota, are of inferior quality. Nissan and Toyota are items in Bob's__________ set

inept

The physiological needs for food, water, and air are called ________ needs.

innate

The ________ component of the consumer decision-making model draws on external influences as sources of information about a particular product that influence a consumer's product-related values, attitudes, and behavior.

input

In ________, the marketer adds related products to an already established brand.

product line extensions

Attitudes stemming from ________ are more confidently held, more enduring, and more resistant to competitors' messages than attitudes originating from promotional messages only.

product usage

Attitudes stemming from ______________ are more confidently held, more enduring, and more resistant to competitors' messages than attitudes originating from promotional messages only.

product usage

In the name of the core value of ________, Americans appear to be more receptive to product claims that stress "new," "improved," "longer lasting," "quicker," and increased strength.

progress

The American core value of ________ is central to the belief that people can always improve themselves.

progress

If a consumer is concerned he will be embarrassed when his friends see him with a particular product, he is perceiving ____________ risk

psychological OR social

The analyses of the extent consumers of two or more nations are similar or different provides marketers with an understanding of the ___________ characteristic of the foreign consumers they wish to target, so that they can design effective marketing strategies for the specific national markets involved.

psychological, social, and cultural

According to the theory of __________ model, to understand consumers' intentions we also need to measure the subjective norms that influence an individual's intention to act.

reasoned action

in ___________ tests, the consumer is shown an ad and asked whether he or she remembers seeing it and can remember any of its salient points

recognition

The amount of information available for delivery from short-term storage to long-term storage depends on the amount of ________ it is given.

rehearsal

The degree to which potential customers perceive new products as superior to existing substitutes is its ________.

relative advantage

Kosher seals on food items are placed to cater to a(n) ________ subculture.

religious

Attitude change via the peripheral route may be an outcome of ________ like cents-off coupons, free samples, beautiful background scenery, great packaging, or a celebrity endorsement.

secondary inducements

___________ refers to consumers' heightened awareness of stimuli that meet their needs or interests, and minimal awareness of stimuli irrelevant to their needs.

selective attention

According to Maslow's hierarchy-of-needs theory, the need for ________ refers to an individual's desire to fulfill his or her potential.

self-actualization

According to Maslow's hierarchy-of-needs theory, the need for_____________ refers to an individual's desire to fulfill his or her potential.

self-actualization

Egoistic needs can take either an inward or an outward orientation, or both. Inwardly directed ego needs reflect an individual's need for_________

self-esteem

Which of the following is one of the most widely used platforms to transmit social messages?

social networks, branded blogs and micro-blogs D. widgets, games, and apps E. mobile phones

In the context of marketing, the most important role of the family is ________.

socialization of family members

: The ________ method of measuring opinion leadership captures person-to-person communications about a product or brand among members of a community where most people know each other by name

sociometric

The ________ method measures opinion leadership by tracking person-to-person communications about a product or brand among members of a community where most people know each other by name.

sociometric

Chelsea confuses a private-label brand's packaging with that of a national brand leader. This is an example of ________.

stimulus generalization

Family branding, licensing, product line extensions, and product form extensions are all marketing strategies based on

stimulus generalization

A stimulus may be too faint or brief to be consciously seen or heard, such as a deeply embedded or a very briefly flashed image, but may still be perceived by one or more sensory receptor cells. This is called ________.

subliminal perception

A stimulus may be too faint or brief to be consciously seen or heard, such as a deeply embedded or a very briefly flashed image, but may still be perceived by one or more sensory receptor cells: this is called __________

subliminal perception

According to Freud's theories, the ________ is responsible for ensuring that the individual satisfies needs in a socially acceptable fashion.

superego

Which media type offers two-way communications between subscribers and providers of cable or satellite TV, enables marketers to send addressable ads and deploy interactivity between the sender and receiver, and enables marketers to measure the persuasive impact of their messages quickly and effectively?

interactive television (iTV)

Barry buys a necklace as a gift for his girlfriend. This is an example of ________.

interpersonal gifting

A ________ is anything that represents something else.

symbol

Professional tennis players may constitute a(n) ________ group for an amateur tennis player who identifies with certain players by imitating their behavior whenever possible despite the fact that the amateur tennis player does not qualify for membership as a professional tennis player because he/she has neither the skills nor the opportunity to compete professionally.

symbolic

Weber's law states that the stronger the initial stimulus, the greater the second stimulus must be to exceed the

just noticeable difference.

Positioning Bounty, a paper towels brand, as "the quicker picker upper" is an example of ________.

key attribute positioning

An example of the ________ function of motivation is for Crest to point out how its new toothbrush is superior to all other toothbrushes in controlling gum disease by removing more plaque.

knowledge

The shift from no attitude to an attitude is a result of

learning

What is probably the most challenging factor facing companies that are expanding internationally?

linguistic differences

A company that is customizing both the product and the communications program for each unique market is using a(n) ________ marketing strategy.

local

A group to which a person either belongs or would qualify to belong to is called a(n) ________ group.

membership

If the audience is friendly to the advertiser's products, initially favors the communicator's position, or if it is not likely to hear an opposing argument, then a __________ message is most effective

one-sided

If Walmart pays Facebook when a Facebook user clicks on Walmart's ad, Walmart is utilizing ________.

paid social media

A popular pop singing sensation is a spokesperson for a cellular phone company. As a non-expert celebrity endorser, her presence in communications about the cellular phone company's service is likely to be processed via the___________ route

peripheral

When a consumer's motivation or assessment skills are low, learning and attitude change tend to occur via the ________ to persuasion.

peripheral route

In the theory of trying to consume, the consumer's attempts to consume may be a result of___________ impediments that prevent the desired action or outcome.

personal OR environmental

In the theory of trying to consume, the consumer's attempts to consume may be a result of ________ or ________ impediments that prevent the desired action or outcome.

personal; environmental

The ________ of a product or service is the process by which a company creates a distinct image and identity for its products, services, and brands in consumers' minds.

positioning

From a marketer's perspective, ________ involves obtaining the desired result from using a particular product or service.

positive reinforcement

In order to reduce______________, consumers can rationalize their purchase decision as being wise, seek out advertisements that support their choice, try to "sell" friends on the positive features of the brand, or look to known satisfied owners for reassurance.

post-purchase dissonance

stage of the traditional family life cycle, married couples tend to be most comfortable financially.

postparenthood

Positioning Joy (a fragrance brand) as "the costliest perfume in the world" is an example of ________.

premier position

The consumer's experience with a product plays a major role in the ________ stage of the model of consumer decision making.

process

In the figure and ground principle of Gestalt psychology, ________.

the ground is usually perceived as indefinite, hazy, and continuous

The key factor underlying the persuasive impact of a personal or interpersonal message received from either a formal or informal source is ________.

the source's credibility

Stimulus generalization refers to ________.

the tendency to respond the same way to slightly different stimuli

Motivation is produced by a state of tension, which exists as the result of ________.

unfulfilled needs

Big Y Supermarkets sometimes issued poker chips of different values when consumers checked out at their supermarkets. The consumers did not get one each time they checked out, and they did not know what the reward was going to be if they got one. This is an example of a ________ reward schedule.

variable ratio

Ford developed a series of _______________, or short videos shown online featuring entertainment centered around its Focus brand, aimed at college students and the active lifestyle.

webisodes

In contrast to other American population segments, Hispanic Americans are ________.

younger

A ________ is the exploratory phase of purchase behavior in which consumers attempt to evaluate a product through direct use.

trial purchase

If the audience is critical or unfriendly and well educated, then a _________ message is likely to be more effective.

two-sided

Campbell's slogan "soup is good food" is an example of ________.

umbrella positioning

Sigmund Freud's psychoanalytic theory of personality is built on the premise that _________are at the heart of human motivations and personality.

unconscious needs

Which of the following is true of baby boomers?

Baby Boomers are consumption oriented

________ are specialized, non-geographically bound communities formed on the basis of attachment to a product or brand.

Brand communities

If Mona faces a problem with her eyes, seeks a solution from her ophthalmologist,,accepts the information, and starts using a different toothpaste that solves the problem, she is engaging in a process called _____________ learning

Cognitive

________ are the fastest-growing religious affiliation in America.

Christians

__________ analysis determines the extent to which the consumers of two or more nations are similar or different.

Cross-cultural

________ is defined as determining the extent to which consumers of two or more nations are similar or different.

Cross-cultural analysis

In terms of consumer behavior, _______ is the collective values, customs, norms, arts, social institutions, and intellectual achievements of a particular society which express its principles, standards, and priorities.

Culture

What is the FIFTH step in the positioning process?

Develop a distinctive, differentiating, value-based positioning concept.

Occupation, amount of income, and education are typical variables used as ________ measures of social class.

objective

Mobile devices provide four types of value to users. ________ value describes the characteristic that mobile devices make consumers feel good and relaxed when using the device

Emotional

_____________ whose demographic characteristics are similar to the target audiences' are viewed as more credible and persuasive than those who do not.

Endorsers

According to the text, U.S. consumers are more likely to seek new and different products than consumers in

France and Germany

________ can be thought of as the gift exchange that takes place between a giver and a recipient.

Gifting behavior

________ are brands that hold significant market share in their home country as well as other countries.

Global brands

__________ suggests that the human brain is divided into two distinct cerebral hemispheres that operate together but specialize in the processing of different types of cognitions.

Hemispheric lateralization

A(n) ________ is a weighted measure of the following socioeconomic variables: occupation, source of income (not amount of income), house type, and dwelling area (quality of neighborhood).

Index of Status Characteristics (Warner's ISC)

_______ refers to the purchase of a brand out of habit and convenience without any emotional attachment to the brand.

Inertia brand loyalty

____________ learning suggests repeated exposure to TV commercials, or low involvement information processing, induces purchase decisions before the formation of consumer attitudes toward products.

Passive

___________ measures track bodily responses to stimuli.

Physiological

_______ focuses on a brand's exclusivity to give the consumer a reason to buy the product.

Premier position

_______ is consumers' selectivity in paying attention to advertising messages.

Selective exposure

Mobile devices provide four types of value to users. ________ value describes the characteristic that mobile devices help consumers feel accepted by others and may impress others.

Social

________ includes means of interactions among people in which they create, share, and exchange information and ideas in virtual communities and networks.

Social media

______________ is a new means to transmit messages that have been fundamentally changing traditional promotional strategies

Social media OR mobile advertising

Which of the following is true of the "elderly"?

They see age as a physical state.

________, which are tied to computerized cash registers, are used to track the sales effects of food and other packaged good advertising.

UPC codes

______ is a statement or slogan that describes a company's character without referring to its specific branded products.

Umbrella positioning

_________ s a measure of the amount of economic assets an individual possesses.

Wealth

Which of the following is true of the characteristics of risk-averse consumers?

When assembled or unassembled products are available, they buy assembled versions of products, even if they are a bit more expensive.

__________ are prone to such shopping motives as uniqueness and assortment seeking, social interaction, and browsing.

Women

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

a fear appeal

Marketers that offer coupons and free samples of new products to entice consumers to try them understand the importance of ________ in attitude formation.

direct experience

"Buy American" and "Keep America Working" are both taglines used by companies to attract the __________ consumer

ethnocentric

The driving force within individuals that impels them to action is known as ________.

motivation

Channels of ________ permit marketers to send addressable, customized messages based on data gathered from tracing consumers' surfing and clicks online to individual consumers or small groups.

narrowcasting

The first stage in the consumer decision-making process is ________.

need recognition

A ________ is a type of symbolic activity consisting of a series of steps occurring in a fixed sequence and repeated over time.

ritual

According to Maslow's hierarchy of needs, protection, order, and stability are examples of

safety and security

According to Maslow's hierarchy of needs, protection, order, and stability are examples of ________.

safety and security needs

Where are mobile advertisers spending most of their money?

search ads