exam 2

Many ________ cultures stress the importance of a collective self, in which an individual's identity is derived in large measure from his or her social group. Eastern American Western European

Eastern

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? Thinkers Achievers Strivers Experiencers

Experiencers

Monica considers the size and clarity of diamonds as the critical attributes for a wedding diamond ring. Please utilize the laddering technique of means-end-chain model to see if you can identify a hierarchical value map showing the linkage between the tangible product attributes (i.e., size and clarity) and the end state of terminal value. Please refer to the map for the overnight delivery service in the PowerPoint slides. The map should consist of three to five intermediate consequences and one end state. You may use arrows to indicate the processes and associations between the specific product attributes and the end state. You should interview a person (e.g., classmate, friend) as a respondent to complete this experiment.

Feedback: Larger diamond > larger diamonds are prettier > prettier diamonds get more attention and appreciation > more attention/appreciation leads to a higher social status or happiness (end state) You may consider the Maslow's hierarchy of veggie gardening as an example: - Physiological: Foods, exercise - Safety: Organic veggies (healthy) - Social: Share organic veggies (friendship) - Esteem: Image of eco-friendly & sharing - Self-actualization: Quality life; a sense of peace

When a woman buys expensive jewelry, which of the following needs is most likely being expressed? Hedonic Utilitarian Rational Biogenic

Hedonic

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

Identity marketing

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? Activities Interests Opinions Demographics

Interests

Both Justin and Craig are business majors and live in the same dorm, but Justin's room looks like a Cabela's showroom, with fishing trophies and lures on the wall and pictures of fishing trips across the study desk, while Craig's room features posters if his favorite musical group and stacks of CDs. The different between the two rooms reflects a difference in ________ between Justin and Craig. motivational aptitudes ego brand awareness lifestyle

Lifestyle

________ occurs when the symbolic meanings of different product s relate to one another. Consumers use these sets of products we call a __________ to define, communicate, and perform social roles. Product complementarity; consumption constellation Consumption constellation; product complementarity Consumption constellation; anthropomorphism Product complementarity; brand personality

Product complementarity; consumption constellation

Joe was told by his mother that he needed to get a gift for his aunt's birthday. He had only met his aunt once before and hardly knew her. Joe was walking through a mall and saw a candy specialty store. He entered and looked at the selection without much interest. He was about to select a box of chocolates for his aunt simply because it was cheap when he remembered that his new girlfriend Julie loved chocolate. Joe really liked Julie. He began to inspect each box of chocolates carefully, trying to find evidence of quality. Which type of involvement explains Joe's change of behavior? Product involvement Price involvement Purchase situation involvement Message involvement

Purchase situation involvement

Pamela Ortiz rarely makes eye contact with others in social settings. Though by many standards she is physically attractive, she perceives that others find her plain and uninteresting. By not making eye contact, she is somewhat creating a self-fulfilling prophecy with respect to males in her social circle. This situation matches occurrences in which of the following "self" situations? The dynamic self The ddependency self The frustrated self The looking-glass self

The looking-glass self

________ is based on the premise that people have a need for order and consistency in their lives and that a state of tension is created when beliefs or behaviors conflict with one another. Expectancy theory The theory of cognitive dissonance Value theory Choice theory

The 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 Self-perception theory Social judgement theory Balance theory

Theory of cognitive dissonance

________ states when a person is confronted with inconsistencies among attitude or behavior, he/she will take action to restore consistency. Theory of attitude Theory of consistency Theory of commitment Theory of cognitive dissonance

Theory of cognitive dissonance

In its advertising, an automobile company emphasizes the fuel economy, safety rating, and resale value of its car. The company is trying to appeal to which of the following consumer needs? Sentiment needs Biogenic needs Hedonic needs Utilitarian needs

Utilitarian needs

Emphasizing the negative consequences that may occur unless a consumer changes behavior is called ________. a fear appeal a rational appeal social marketing comparative marketing

a fear appeal

An individual with a high need for ________ would be most likely to place a premium on products and services that signify success. affilation control achievement uniqueness

achievement

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

actual self

If a consumer were to pursue products and services that seemed to alleviate loneliness, such as playing team sports, going to a bar, and/or shopping in busy malls, the consumer would be expressing a need for ________. achievement affiliation power uniqueness

affiliation

Bill has a toothache, and he wants the tooth to stop hurting, but he has always been afraid to go to a dentist. What type of motivational conflict is Bill experiencing? A cognitive dissonance conflict An approach-approach conflict An avoidance-avoidance conflict An approach-avoidance conflict

an approach-avoidance conflict

Source ________ refers to the perceived social value of a message source. valence attractiveness class hierarchy

attractiveness

________ considers how people perceive relations among different attitude objects, and how they alter their attitudes to remain consistent. Social judgement theory Foot-in-the-door theory Balance theory Rejection theory

balance theory

One element in the muliattribute attitude model is ________. evaluations conation object-attribute linkage beliefs

beliefs

M-commerce most likely takes place through ________. cell phones billboards radio satellite televisions

cell phones

________ refers to a strategy in which a message presents two or more specifically named or recognizably presented brands and evaluates them in terms of one or more specific attributes. Cognitive differentiation Emotional appeal Comparative advertising Conclusion advertising

comparative advertising

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 habitual low-involvement standard learning

experiential

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 actual social looking-glass

extended

According to Freud, the part of the personality that seeks immediate gratification is called the ________. ego super ego self id

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 ________. ideal self actual self looking-glass self collective self

ideal self

All multiattribute attitude models specify the importance of attributes, beliefs, and ________. action variables motivations regency of events importance weights

importance weights

Consumption at the extreme low end of the involvement continuum is characterized by ________, when decisions are made out of habit. inertia flow formation actualization

inertia

The VALS2™ group that has the highest degree of resources and innovation is termed the ________. This group is concerned with social issues and is open to change. Believers Strugglers Innovators Makers

innovators

The psychologist Milton Rokeach identified a set of _______: actions we need to take to achieve terminal values. instrumental values motivation personality psychographics

instrumental values

Person, object, and situational factors are the three types of influences that determine a person's level of ________. enculturation involvement values needs

involvement

According to the two-factor theory, the net effect of being exposed repeatedly to the same message is a combination of ________. argument and counter-argument learning and tedium compliance and non-compliance affect and cognition

learning and tedium

AIO surveys help measure ________. personality demographics lifestyles heavy users

lifestyles

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. experiential habitual low-involvement standard learning

low-involvement

The ______ assumes that people link specific product attributes to terminal values: We choose among alternative means to attain some end state that we value. List of Values scale means-end chain model values and lifestyle unconsciousness

means-end chain model

When a need is aroused that the consumer wishes to satisfy, the ________ process has been activated. homeostasis want desire motivation

motivation

In the 1950s, an approach called ________ research attempted to use Freudian ideas to understand the deeper meanings of products and advertisements. psychi archetype motivational lifestyle

motivational

The ________ route to persuasion is taken when the receiver is not really motivated to think about the arguments made in a communication message. central peripheral dual subconscious

peripheral

________ acknowledges that marketers will be more successful when they communicate with consumers who have already agreed to listen to them. Permission marketing Authorized marketing Reach marketing Target marketing

permission marketing

When marketer's use psychological, sociological, and anthropological factors to analyze a market, they are using ________. demographics personality psychographics positioning

psychographics

When the ego tries to balance opposing forces, it uses the ________. super ego reality principle related principle id

reality principle

Which of the following needs from Maslow's hierarchy is addressed by the U.S. Army's advertising slogan "Be all you can be"? Self-actualization needs Safety needs Belongingness needs Ego needs

self-actualization needs

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

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 ________. doubt and regret self-esteem dedication and control strength and conviction

self-esteem

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

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 self-concept self-image looking-glass self

self-image congruence model

_______ is the first element in the traditional communications model. Source Media Receiver Noise

source

A communicator's expertise, objectivity and trustworthiness refer to ________. corporate social responsibility ethics source credibility expert power

source credibility

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

symbolic interactionism

Jake feels a hunger growing in his stomach. The more he feels the hunger, the more he wishes lunchtime would hurry and arrive. He is already planning what he will eat and how good it will taste. Which of the following processes most accurately identifies what Jake is feeling? The goal process The directionality process The motivation process The involvement process

the motivation process

The Berry and Dale advertising agency has proposed a new campaign for Bayer aspirin to overcome the public's tendency to "tune out" Bayer commercials. The proposed technique involves creating ten different 15-second spots that all demonstrate reasons for using Bayer aspirin. Which theory of message communication is the agency trying to use for in its proposal for Bayer aspirin? The trait-factor theory The balanced communication theory The two-factory theory The theory of reasoned action

the two-factor theory

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 Collective unconscious theory Freudian theory Social conflict theory

trait theory

The fine line between familiarity and boredom has been explained by the ________, which proposes that two separate psychological processes are operating when a person is repeatedly exposed to an ad. balance theory repetition theory halo theory two-factor theory

two-factor theory

Consumer researchers have adapted some of Sigmund Freud's ideas. In particular, his work highlights the potential importance of ________ that influence(s) our purchases. rational thinking unconscious motives conscious motives deviant behaviors

unconscious motives

The balance theory perspective involves relations among three elements (a triad). Which of the following is one of the elements of the triad? A person and his or her perceptions The marketer and its strategy of image building A person's beliefs Subconscious motives

A person and his or her perceptions

Mary Chen is torn between going home for the holidays to visit her parents in China or going on a skiing trip with friends from college. Mary would love to be able to do both. Which of the following motivational conflicts will Mary most likely experience as she makes her decision?

An approach-approach conflict

What theory of motivation is related to the idea that customers desire a state of balance called homeostasis? Instinct theory Drive theory Expectancy theory Need theory

Drive Theory

________ is the way we assume others expect us to act. Looking-glass self Self-fulfilling prophecy Collective self Self-concept

Self-fulfilling prophecy

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 parallel route A peripheral route A circular route A central route

a central route

A component of the ABC model of attitude is ________. behavior cognition affect all of the above

all of the above

What type of conflict exists when we desire a goal but wish to avoid it at the same time? Approach-avoidance conflict Approach-approach conflict Avoidance-avoidance conflict Direction-valence conflict

approach-avoidance conflict

The source of a message has an impact on whether the message will be accepted or not. Two particularly important source characteristics are ________. culture and ethnicity credibility and attractiveness credibility and recency attractiveness and recency

credibility and attractiveness

Seth Hernandez is sitting in a class that precedes lunch. His stomach begins to rumble and grumble. Instead of thinking about the day's lecture, Seth begins to think about lunch and his choice of places to eat. He even begins to narrow down the selection of foods that he might want for lunch. Seth is focusing on biological needs that are at present unfulfilled and have produced what might be thought of as an unpleasant state of arousal. Which of the following theories best describes Seth's experience? Fact-and-find theory Drive theory Emotional theory Theory of cognitive dissonance

drive theory

Many of the props and settings consumers use to define their social roles become part of themselves. For example, one of Mary Bennett's last requests was that when she died, she wanted to be buried in her favorite dress. This situation illustrates ________. real self ideal self extended self looking-glass self

extended self

When Sally sees an ad in a newspaper about a particular product, goes to the store, reviews the actual product offer in the store, rejects the product, and tells the salesperson why she did not buy the product, she is providing ________ in the communications model established by the store. noise a message media forms feedback

feedback

A person's conception of how he/she would like to be is called _______ self-image ideal self self-concept self-esteem

ideal self