MAR 3503 EXAM 2
Donna always purchase the same...
true
An individual with the personality trait of extroversion tends to be quiet and reserved.
False
________ refers to a person's unique psychological makeup and how it consistently influences the way a person responds to his/her environment.
Personality
________ 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.
Psychographics
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
________ summarizes the beliefs a person holds about his own attributes and how he/she evaluates their self on those qualities.
Self-concept
________ is when the person tries to evaluate their appearance by comparing it to the people depicted in these artificial images.
Social comparison
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
Linda named her car, which she drove to work every day, Sylvia. She talked to her friends about the personality traits her little car seemed to have. Linda has ________ her car.
anthropomorphized
Motivational conflicts can occur in a variety of ways. If a person must choose between two desirable alternatives, this form of conflict is called ________.
approach-approach conflict
A(n) ________ is a lasting, general evaluation of people (including oneself), objects, advertisements, or issues.
attitude
The functional theory of attitudes was initially developed to explain how ________.
attitudes facilitate social behaviors
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
James receives a brand new....response called
emotions
According to a major study of more than 1,000 commercials, the single most important factor in whether a commercial will be persuasive is whether the communication ________.
stresses a unique attribute or benefit of the product
Perceived ------ refers to the customer's assumption of negative consequences if they choose the wrong product option.
risk
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 ________.
self-esteem
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
if products take on masculine or feminine attributes, they are said to be ________.
sex-typed
A communicator's expertise, objectivity and trustworthiness refer to ________.
source credibility
According to Freud, the system that acts as a referee in the fight between temptation and virtue is called ________.
the ego
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?
the id
Explain the term "Affect"
According to the slides, affect is Motivation that is driven by raw emotions
Motivation that is driven by raw emotions is called ________.
Affect
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 ________.
Affiliation
Which of the following is a level of a people extended self?
All of the above
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
________ refers to the possession of both masculine and feminine traits.
Androgyny
What type of conflict exists when we desire a goal but wish to avoid it at the same time?
Approach-avoidance conflict
________ refers to a consumer's subjective evaluation of his or her physical self.
Body image
________ occurs when people appear to "forget" about the negative source and change their attitude.
The sleeper effect
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?
Drive theory
What theory of motivation is related to the idea that customers desire a state of balance called homeostasis?
Drive theory
Cheryl has a new job at a......than if she drives a toyota. This is an example of
Expectancy theory
A person's actual self is a person's conception of how he/she would like to be.
False
In the motivation process, the desired end state is the consumer's ________.
Goal
Consumers often conform.....belief as gender....
Identity
Person, object, and situational factors are the three types of influences that determine a person's level of ________.
Involvement
----- refers to the idea that our judgements tend to be shaped by our moods
Mood congruency
------- involve temporary positive or negative affective states accompanied by moderate levels of arousal. Moods tend to dissipate and are not necessarily linked to a specific event.
Moods
________ refer(s) to the processes that lead people to behave as they do.
Motivation
A marketing study found that respondents believed that a dark-haired model would be more effective in selling gold jewelry than a blond-haired celebrity would if the dark-haired celebrity was not perceived to be ethnic. What two ideas of using celebrities as communication sources are most likely to be at work here?
The celebrity's image should match that of the product and should embody cultural meaning.
Identification occurs when we form an attitude to conform to another person's or group's expectations.
True
Product involvement refers to a consumer's level of interest in a product.
True
When Sean Jean cologne encourages department store sales people to give any potential customer a vial of its product, the company is attempting to boost consumer involvement by appealing to consumers' hedonic needs.
True
How has social media benefited a company's brand?
When brands are interactive by sharing content, commenting, and posting statuses on social media, it personifies a brand. Whenever a brand interact with customers via social media platforms by sharing content, commenting, or even posting reviews and statuses. By doing so, it symbolize the brand.
An individual with a high need for ________ would be most likely to place a premium on products and services that signify success.
achievement
The ________ refers to our more realistic appraisal of the qualities we have and don't have.
actual self
The Pillsbury Doughboy and the Jolly Green Giant are examples of ________.
brand personalities
Researchers agree that there are various levels of commitment to an attitude. The lowest form of involvement is ________.
compliance
When the ego tries to balance opposing forces, it uses the ________.
reality principle
A politician attempts to gain support for her campaign for mayor by releasing a poll showing that almost 70 percent of the city's voters support her position on property taxes. What basic psychological principle is the politician using to persuade voters that she should be the next mayor?
consensus
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
According to the functional theory of attitudes, attitudes exist because they are hereditary.
false
The object of an attitude (Ao) can be an object or an issue, but not a person.
false
The psychological principle of reciprocity is at work when we take into account what others do before we decide what to do.
false
The superego is also known as the pleasure principle.
false
The three components of the ABC model are affect, behavior, and consistency.
false
When companies team up and promote two or more items this is called product complementary.
false
when deena shoemaker.....practice of phantom sizing
false
-------is a deeply ingrained cultural ....
fattism
the classification of gender into two prescinct...
gender binarism
According to Freud, the part of the personality that seeks immediate gratification is called the ________.
id
A(n) ________ is a particular model, or exemplar, or appearance.
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
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?
individuality
Researchers agree that there are various levels of commitment to an attitude. The highest level of involvement is ________.
internalization
Roger was really angry when Coca-Cola attempted to switch from its older formula to New Coke. He wrote letters to Coca-Cola, talked to friends, called the local bottler, attempted to hoard "old Coke," and complained to the local grocery store manager. In this example, which degree of commitment would be most closely associated with Roger and his attitudes?
internalization
The ________ function of attitudes applies when a person is in an ambiguous situation and needs order, structure, or meaning.
knowledge
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 of his favorite musical group and stacks of CDs. The difference between the two rooms reflects a difference in ________ between Justin and Craig.
lifestyle
The degree to which a person is willing to expend energy to reach a specific need is called ________.
motivation direction
In the 1950s, an approach called __________________ attempted to use Freudian ideas to understand the deeper meanings of products and advertisements.
motivational research
According to information presented in the chapter, the implication of Maslow's hierarchy of needs is that _______
one must first satisfy basic needs before moving to higher order needs
Match.com and eharmony.com are dating websites/apps that measure identifiable personal characteristics called ________.
personality traits
The ------------- refers to the tendency of the brain to convince the self that a fake treatment is the real thing--thus a sugar pill can have the desired effect.
placebo effect
When marketer's use psychological, sociological, and anthropological factors to analyze a market, they are using ________.
psychographics
Dante is worried.....dante is displaying
public self-conciousness
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?
the superego
Which theory of attitudes states that people are motivated to take action to resolve inconsistencies between attitudes and behaviors?
theory of cognitive dissonance
Brand personality is a set of traits people attribute to a product as if it was a person.
true
Double-Dip makes ice cream. The only advantage Double-Dip has over its competitors is taste. Double-Dip costs more and has more calories per unit weight. Promotions for Double-Dip should emphasize the experiential hierarchy of the ABC model of attitudes.
true
It is possible to use psychographics to identify distinct segments even for mundane products such as soap.
true
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
The reality principle finds ways to gratify the id that are acceptable to the outside world.
true
The tendency to attribute human characteristics to objects or animals is called anthropomorphism.
true
body positivity refers to the idea.....of physical appearance
true
in primary school classrooms, teachers may sometimes separating students by gender for activities or discipline students differently depending on their gender, this type of action reinforces children's developing beliefs and assumptions about gender roles and is known as gender socialization.
true
Which of the following general attitude functions is most closely related to the basic principles of reward and punishment?
utilitarian function
Which attitude function relates to the consumer's self-concept or central values?
value-expressive