Consumer Behavior Test 2

__________ Motivation: - goal oriented - success symbols - seek social approval - resist risk - ask "What are others like me doing?"

Achievement

____________ suggests that if a stimulus doesn't change over time we habituate to it and begin to notice it less.

Adaption Level Theory

___________ Interpretation is the emotional or feeling response triggered by a stimulus such as an ad.

Affective

The characteristic that represents the "how" the message is communicated.

Appeal Characteristic

A(n) _______ is an enduring organization of motivational, emotional, perceptual, and cognitive processes with respect to some aspect of our environment.

Attitude

________ framing- only a single attribute is the focus of the frame. Ex: 80% fat free (positive frame) or 20% fat (negative frame)

Attribute

4 Factors that may account for inconsistencies:

1. Lack of Need 2. Lack of Ability 3. Failure to Consider Relative Attitudes 4. Attitude Ambivalence

Bose has built a reputation for innovative and high-performing audio products. Many consumers consider Bose products as part of their lifestyle. As a marketer for Bose, Michael uses ________ to measure consumers' lifestyle. A.psychographics B.demographics C.culture D.personality E.social class

A

The energizing force that activates behavior and provides purpose and direction to that behavior is known as _____. A. motivation B. personality C. emotion D. perception E. needs

A

The totality of the individual's thoughts and feelings having reference to himself or herself as an object is known as _____. A. self-concept B. lifestyle C. self-profile D. personal space E. ideal-self

A

Which component of memory is also referred to as working memory and is that portion of total memory that is currently activated or in use? A. short-term memory B. long-term memory C. primary memory D. secondary memory E. transient memory

A

Any change in the content or organization of long-term memory or behavior is known as _____. A. marketing B. learning C. cognition D. information processing E. repositioning

B

Consumers driven by which primary motivation strive for a clear social position, are strongly influenced by the actions, approval, and opinions of others, and tend to purchase status symbols? A. ideals motivation B. achievement motivation C. self-expression motivation D. realist motivation E. focused motivation

B

Janice and her mother were visiting an art gallery, and they were looking at modern art. When they came to one painting, Janice said, "I like that." When her mother asked her why she liked it, all she could say was, "I don't know, I just like it." Which component of attitude does this represent? A. Cognitive B. Affective C. Behavioral D. Latent E Manifest

B

When asked why he bought a specific automobile, Jeremy replied that is has good gas mileage, is rated one the best cars in terms of safety, and was in a moderate price range. These reasons reflect Jeremy's _____ motives. A. latent B. manifest C. acceptable D. primary E. identifiable

B

___________ is the value consumers assign to a brand above and beyond the functional characteristics of the product.

Brand Equity

___________ refers to marketers capitalizing on brand equity by using an existing brand name for new products.

Brand Leverage

____________ is a set of human characteristics that become associated with a brand and are a particular type of image that some brands acquire.

Brand Personality

The idea behind _____ is that different parts of our brain are better suited for focused versus non- focused attention. A. Right brain/left brain lateralization B. Subliminal lateralization C. Hemispheric lateralization D. Interpretation E. Affective Interpretation

C

Which of the following stages of the information- processing model constitute perception? A. exposure B. exposure and attention C. exposure, attention, and interpretation D. exposure, attention, interpretation, and memory E. exposure, attention, interpretation, memory, and action

C

Your friend tells you all the positive things about Android in an attempt to get you to switch your attitude about Android phones. This is an example of ________. A. Attitude tracking B. Regurgitation C. Persuasion D. ELM E. Balance Theory

C

The elaboration likelihood model posits two routes to persuasion, which are the _______. A. primary route and secondary route B. temporary route and permanent route C. central route and peripheral route D. manifest route and latent route E. direct route and indirect route

C.

Characteristics of _____ Route tend to be stronger, more resistant, more memorable, and more predictive of behaviors.

Central

______________ conditioning is the process of using an established relationship between one stimulus (music) and response (pleasant feelings) to bring about the learning of the same response (pleasant feelings) to a different stimulus (the brand).

Classical

2 Situational Factors of Attention:

Clutter and Program Involvement

__________ Interpretation is a process whereby stimuli are placed into existing categories of meaning.

Cognitive

2 Stimulus Factors of Attention:

Contrast and Expectations

Regulatory focus theory suggests that ____. A. consumers will react differently depending on which broad set of motives is most inconspicuous B. when prevention-focused motives are less salient, consumers seek to avoid negative outcomes C. when promotion-focused motives are less salient, consumers seek to gain positive outcomes D. consumers will react differently depending on which broad set of motives is most salient E. when promotion-focused motives are most salient, consumers are less eager and less risk-seeking decision makers

D

________________ serve to redefine or add new elements to memory and can involve both concepts and imagery.

Elaborative Activities

________ Memory is the memory of a sequence of events in which a person participated.

Episodic

The _____________________ consists of the self plus possessions.

Extended Self

____________ is the most commonly used by marketers and identifies five basic traits that are formed by genetics and early learning.

Five Factor Model

________ framing- message stresses either positive aspect of performing an act or negative aspects of not performing the act. Ex: Benefits of having mammogram emphasized (positive frame) or risks of not having a mammogram emphasized (negative frame)

Goal

_____________ refers to activities that take place on each side of the brain.

Hemispheric Lateralization

Central Cues influence persuasion under ______ involvement.

High

_______________ in print ads in the U.S. tend to be toward the top left portion of the ad.

High Impact Zones

Would an attractive model be decision relevant for a car ad or a shampoo ad? & high or low involvement?

High Involvement for Shampoo Ad

_______ Motivation: - information seeking -functionality & reliability - resist impulse - ask "What should I do?"

Ideals

_________ Factors are characteristics which distinguish one individual from another

Individual

_________ is a motivational state caused by consumer perceptions that a product, brand, or advertisement is relevant or interesting.

Involvement

Peripheral Cues influence under ____ involvement.

Low

Consumers must constantly refresh information through ___________ or it will be lost.

Maintenance Rehearsal

___________ occurs when consumers have difficulty retrieving a specific piece of information because other related information in memory gets in the way.

Memory Interference

The characteristic that represents "how" the message is presented

Message Structure Characteristic

2 Individual Factors of Attention:

Motivation and Ability

__________ conditioning involves rewarding desirable behaviors such as brand purchases with a positive outcome that serves to reinforce the behavior.

Operant

A ______________ is an experience that surpasses the usual level of intensity, meaningfulness and richness and produces feelings of joy and self-fulfillment.

Peak Experience

___________ offers marketing managers a useful technique for measuring and developing a product's position.

Perceptual Mapping

__________ is an individual's characteristic response tendencies across similar situations.

Personality

__________ is the placement of an object in physical space or time.

Position

__________-Focused Ad worked best for last-minute shoppers

Prevention

_____________ is a decision by a marketer to try to achieve a defined brand image relative to competition within a market segment.

Product Positioning

___________ refers to a deliberate decision to significantly alter the way the market views a product.

Product Repositioning

__________-Focused Ad worked best for shoppers buying for future travel

Promotion

The highly selective nature of consumer exposure is a major concern for marketers, since failure to gain exposure results in lost communication and sales opportunities represents _________ exposure.

Selective

_________ Motivation: - spontaneous - seek adventure & excitement - resist authority - ask "What do I feel like doing?"

Self-Expression

________ Memory is the basic knowledge and feelings an individual has about a concept.

Semantic

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

Situational

The characteristic that represents the "who" that delivers the message

Source Characteristic

___________ Factors are physical characteristics of the stimulus itself

Stimulus

__________ is a message presented so fast, softly or masked by other messages that one is not aware of seeing or hearing

Subliminal Stimuli

_______________ involve informing the consumer of one or more functional benefits that are important to the target market. Most effective for functional products.

Utilitarian

_____________ provides a systematic classification of U.S. adults into eight distinct consumer segments.

VALS

_______________ appeals attempt to build a personality for the product or create an image of the product user. Most effective for products designed to enhance self-image.

Value-expressive

Although consumers often avoid commercials and other marketing stimuli, sometimes they actively seek them out for various reasons including purchase goals, entertainment, and information & this is considered ________ exposure.

Voluntary

A ______ is a construct representing an unobservable inner force that stimulates and compels a behavioral response and provides specific direction to that response.

motive