MAR3503 Final Exam
Instrumental conditioning occurs in which of the following ways?
All of these
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
When companies make false claims about how environmentally friendly their products are, ________ has occurred.
Greenwashing
________ occurs when people appear to "forget" about the negative source and change their attitude.
The sleeper effect
________ describes consumers in terms of their aesthetic and intellectual preferences.
A taste culture
The process of movement and adaptation to one country's cultural environment by a person from another country is called ________.
Accultation
Which of the following time periods is encompassed in the study of consumer behavior?
All of these (Pre, Purchase, and Post)
What type of conflict exists when we desire a goal but wish to avoid it at the same time?
Approach-avoidance conflict
are meanings that have been carefully crafted with the help of rock stars, athletes, slickly produced commercials, and millions of dollars in marketing and advertising.
Brand Images
Define brand equity.
Brand equity is the value of the consumers' perception of the company brand name of a specific product or service
What theory of motivation is related to the idea that customers desire a state of balance called homeostasis?
Drive theory
Most cultures in the world encourage the same degree of conformity.
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
List and explain the three stages of cognitive development.
Limited, Cued, and Strategic.
The ability to find and purchase goods is called ________.
Market access
________ refer(s) to the processes that lead people to behave as they do.
Motivation
There are two types of motivation related to research on self-regulation. _____________________ motivation focuses on responsibilities and duties as it prompts people to think about avoiding something negative.
Prevention
The Pillsbury Doughboy and the Jolly Green Giant are examples of ________.
brand personalities
A(n) ________ is a person who identifies a need or desire, makes a purchase, and then disposes of a product during the three stages of the consumption process.
consumer
James receives a brand new....response called
emotions
When a stimulus comes within the range of someone's sensory receptor, a(n) ________ occurs.
exposure
________ refers to the meanings we assign to sensory stimuli.
interpretation
Culture is best described as a society's ________.
personality
Explain the term "trade dress" and give an example.
the shape, the color, the size, the configuration,and the packaging of a product that can instantly remind a customer of a certain supplier. For example, a coke bottle is distinctive and instantly identifies the product.
Stimulus generalization refers to ________.
the tendency of stimuli similar to a conditioned stimulus to evoke similar, conditioned responses
Which theory of attitudes states that people are motivated to take action to resolve inconsistencies between attitudes and behaviors?
theory of cognitive dissonance
Which of the following most accurately reflects the current thinking about the use of subliminal perception in marketing promotion and advertising?
there is some evidence that subliminal perception can have limited effects, but the effects are not specific enough to make subliminal messages effective in advertising
Donna always purchase the same...
true
Which attitude function relates to the consumer's self-concept or central values?
value-expressive
Cheryl has a new job at a......than if she drives a toyota. This is an example of
Expectancy theory
A mother, a father, and one or more children are considered an extended family.
False
the classification of gender into two prescinct...
gender binarism
The ________ sense appears to moderate the relationship between product experience and judgment confidence.
haptic
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
The minimum difference that can be detected between two stimuli is known as the ________.
just noticeable difference
The ________ function of attitudes applies when a person is in an ambiguous situation and needs order, structure, or meaning.
knowledge
Consumers who always are on the lookout for novel products or services and who are first to try something new are ________.
innovators
Sophie tells Nick about a great new restaurant. Sophie is practicing ________.
word-of-mouth communication
Explain what is meant by compulsive consumption.
Compulsive consumption refers to repetitive and often excessive shopping performed as an antidote to tension, anxiety, depression, or boredom.
A physiological or psychological dependency on a product or service is called a ________.
Consumer Addiction
________ measures how optimistic or pessimistic people are about the future health of the economy and how they will fare in the future.
Consumer confidence
An individual with the personality trait of extroversion tends to be quiet and reserved.
False
Cause marketing is the same as social marketing.
False
________ is the way people maintain an orderly social life.
Social structure
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
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
Dimensions we use to judge the merits of competing options are called ________.
evaluative criteria
The alternatives actively measured during a consumer's choice process are the ________ set.
evoked
Power that is granted by virtue of a social agreement, such as the authority we give to police officers, is called ________.
legitimate power
Anna asks people in her social group their opinion about a movie before she watches it. Her social group is an example of a(n) ________.
reference group
Perceived ------ refers to the customer's assumption of negative consequences if they choose the wrong product option.
risk
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
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
When Coke weaves a sound into a piece of music, the advertisement is using ________.
audio watermarking
The superego is also known as the pleasure principle.
false
If you are unhappy with a product or service, what are your three possible courses of action?
1.voice response - appeal directly to the vendor 2.private response - express dissatisfaction to friends; boycott the vendor 3.third-party response a.legal action b.complaint to government regulatory agency c.complaint to private body - e.g. Better Business Bureau
Explain the difference between a need and a want. Give an example of each.
A need is something a person must have to live or to achieve a goal. A want is a specific manifestation of a need determined by specific cultural and personal factors. For example, I want a pizza for launch, but I don't need one. I need to eat lunch before I pass out because I skipped breakfast.
Discuss an implication that relates to the lack of locational privacy consumers have in today's wired and mobile world.
According to the slides, "Locational privacy is concerned with how consumers keep their location data private. This data comes from the GPS function on smartphones and in smart accessories or other devices." Certain apps will ask for permission to use the location services, and others won't. Some apps, as soon as you click on download, you agreed with everything that was included in the privacy rights sections.
Explain the term "Affect"
According to the slides, affect is Motivation that is driven by raw emotions
Rules of conduct that guide actions in the marketplace are called ________.
Business Ethics
In 2017, retail giant Target was ordered to pay an $18.5 million multistate settlement to resolve state investigations of the 2013 cyber attack that affected more than 41 million of the company's customer payment card accounts. This breach was a violation of Targets' customers' __________.
Data Privacy
Walmart tracks the habits of the 100 million customers who visit its stores each week and responds with products and services directed toward those customers' needs based on the information collected. This is an example of ________ marketing.
Database
Describe multitasking and explain why multitasking is a concern for marketers?
Doing multiple things at once. It is a concern for marketers because a business cant focuses on one segment which makes it difficult for that company to become successful. By focusing on one segment, a company can target and reach to a more similar group designated to their products.
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
Ben Perez is driving along a mountain road. In the distance, he sees a road crew working on a fallen tree that has blocked the highway. When Ben first sees the road crew, which of the following perceptual processes has been engaged?
Exposure
Which act makes it illegal for American executives to bribe foreigners to gain business?
Foreign Corrupt Practices Act
List and explain the three stages of memory.
The answer for the three "stages" is encoding, storage, and retrieval.
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.
________ refers to the tendency people have to react to stimuli similar to an original stimulus in a classical conditioning situation in much the same way they responded to the original stimulus.
The halo effect
Explain the term "extinction."
This is not the definition explained in the section of your textbook titled Instrumental Conditioning. You can also find it in our slides for this chapter
According to the definition of consumer behavior, how a consumer disposes of an idea and accepts another is part of consumer behavior.
True
Consumers are swayed more by negative word of mouth than by positive comments.
True
Consumption communities are where consumers share opinions and recommendations about products.
True
Demographics are statistics that measure observable aspects of a population, such as birth rate, age distribution, and income.
True
People often buy products for what they mean, not what they do.
True
Target began a new campaign to sell leather furniture. In emphasizing how leather furniture has been used over the decades in movies and books, by celebrities, and a necessity for home entertainment, the campaign is drawing upon popular culture.
True
The Federal Trade Commission (FTC) enforces laws against deceptive advertising and product labeling regulations.
True
The Food and Drug Administration (FDA) enforces laws and regulations on foods, drugs, cosmetics, and veterinary products.
True
The absolute threshold is an important consideration when a marketing stimuli is designed.
True
A nuclear family consists of ________.
a mother, a father, and at least one child
Manuel still remembers the impact of his first college class in the United States. As a new immigrant, he was sincere in his desire to learn about the American culture that he had chosen to adopt. His college professor taught Manuel many things about the American culture. In doing so, the professor was acting as a(n) ________.
acculturation agent
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
Money available to a household over and above what is required to have a comfortable standard of living is called ________.
discretionary income
Others who are present in a consumer's physical and social environment when purchases are made are called ________.
co-consumers
Which theory stresses the importance of internal mental processes?
cognitive learning theory
Researchers agree that there are various levels of commitment to an attitude. The lowest form of involvement is ________.
compliance
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
According to ________, we evaluate the effort we'll need to make a particular choice and then we tailor the amount of cognitive "effort" we expend to make that choice.
constructive processing
A ________ includes a buyer, a seller, a product or service and other factors, such as how the physical environment makes one feel.
consumption situation
Size, color, position, and novelty are all strategies for creating which of the following?
contrast
Raymond Chandler wrote classic American detective stories. By always using certain roles for his characters and props that were appropriate to the genre, Chandler's novels followed a(n) ________.
cultural formula
The ________ threshold refers to the ability of a sensory system to detect changes between two stimuli.
differential
The object of an attitude (Ao) can be an object or an issue, but not a person.
false
The 80/20 rule (20 percent of users account for 80 percent of sales) targets what user group?
heavy users
A(n) ________ is a particular model, or exemplar, or appearance.
ideal of beauty
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
Most Americans will state that they are always rushed for time even though many people have opportunities for leisure. This perception is referred to as ________.
time poverty
Time is a valuable resource and busy consumers look for ways to maximize their time efficiency. An individual's priorities determine their __________.
timestyle
A mother observes her daughter stirring batter in a bowl just the way she does when she bakes. The daughter has modeled her mother's behavior.
true
Brand personality is a set of traits people attribute to a product as if it was a person.
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
Describe the concept of the filter bubble and give one example.
According to the slides, A filter bubble occurs when the information sources we consult serve up answers based upon what the source "thinks" we want to see, instead of objective, factual information. For example, Facebook personalized search.
What is database marketing? Why is it so widely used by today's marketers?
According to the slides, Database marketing tracks consumers' buying habits closely and tailors products and advertising messages to people's wants and needs, based on the data that a company has. Companies can use database marketing to rewards loyal customers through various loyalty programs.
Explain the term "market segmentation strategies."
According to the slides, Marketers use segmentation to divide up their target customers into groups based on the characteristics of each group. This can be done using demographics such as age, gender, income, geographic, and more. When a company uses segmentation strategies, this often leads to product modifications meant to address different segments.
What is an evoked set?
According to the slides, The alternatives that the consumer is aware of are the evoked set.
Explain brand community. Give one example.
According to the slides, a brand community is a group of consumers who share a set of social relationships based on usage or interest in a product. For example, the playstation community.
Explain the cultural product system concept.
According to the slides, a cultural production system is the set of individuals and organizations that create and market a cultural product (books, films, fashion, sports, art, food, etc).
Explain the concept of customer journey. Give an example of how a company can use it to improve their offering to customers.
According to the slides, a customer journey methodology maps out every single tiny step that customer takes while they interact with a company - no matter where it takes place or how trivial. for example, Facebook ads services.
Explain the concepts of both top and bottom of the pyramid. Give an example of a product created for each.
According to the slides, many companies target affluent, upscale markets. Income earners at the top of the pyramid have additional discretionary income to spend on expensive products. However, a much larger percentage of consumers are at the bottom of the pyramid. This is the largest group of consumers in the world and many companies profit by creating low-cost, low-price products for these consumers.
Explain product involvement and utility. Give one example.
According to the slides, product involvement and utility is the degree to which an individual will use the product to satisfy their needs. For example, a parent might not have a great deal of involvement with a video game system.
Explain the term "Sandwich Generation."
According to the slides, the Sandwich Generation describes people who support both their parents or other older relatives, and their children. Some baby boomers and older Gen X people are in this generation.
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
A component of a person's subculture is ________.
All of these
________ refers to a consumer's subjective evaluation of his or her physical self.
Body image
A strategy that aligns a company brand with a cause to generate business and societal benefits is called ________.
Cause marketing
An age cohort that describes kids who were born in 2003 and later is ________.
Generation Z
The process whereby a product formerly associated with a specific ethnic group is detached from its roots and marketed to other subcultures is called ________.
De-ethicization
A person's actual self is a person's conception of how he/she would like to be.
False
Consumers shop in an information-rich environment, causing too many choices, rather than too few. This condition, which forces us to make repeated decisions that may drain psychological energy while decreasing our abilities to make smart choices, is called
Hyperchoice
________ is the process by which the consumer surveys the environment for appropriate data to make a reasonable decision.
Information search
The process of acquiring information and storing it over time is called ________.
Memory
----- 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
the process by which people select, organize, and interpret sensations is called
Perception
________ refers to a person's unique psychological makeup and how it consistently influences the way a person responds to his/her environment.
Personality
________ occurs whenever the consumer sees a significant difference between his or her current state of affairs and some desired state.
Problem recognition
________ 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
Describe the concept of role theory and how it applies to consumers purchasing and using products. Give an example.
Role theory is when consumers buy a particular item to play a role. The property can be a dress for prom, a ring for engagement, a new car for homecoming. I moved out of my parents' house to go lease out a college dorm.
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
________ argue(s) that each of us has several "selves that relate to groups."
Social identity theory
________ describes the capacity to alter the actions of others.
Social power
Identification occurs when we form an attitude to conform to another person's or group's expectations.
True
Market access (i.e., their ability to find and purchase goods and services) is limited because of physical, mental, economic, or social barriers.
True
Neuromarketing uses functional magnetic resonance imaging (or fMRI), a brain-scanning device that tracks blood flow as we perform mental tasks to take an up-close look at how our brains respond to marketing messages and product design features.
True
Product involvement refers to a consumer's level of interest in a product.
True
Self-regulation refers to a person's efforts to change or maintain his actions over time.
True
The social bottom line provides financial benefits directly to stockholders.
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.
Mary Nabholz travels the same way to work every day. She notices advertisements in store windows when the ads first go up. However, after a few days, Mary no longer pays any attention to these ads because they have become familiar. Which of the following is affecting Mary's response to the ads?
adaptation
A transaction in which two or more organizations or people give and receive something of value is called ________.
an Exchange
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
James Otis wants to be "just like Mike" (basketball star Michael Jordan) and has for many years. James has purchased Jordan gear, follows Jordan's career, and he has often thought about how to give back to his community the way MJ has. Which of the following reference group terms would apply to James Otis and his relationship with Michael Jordan?
aspirational reference group
A(n) ________ is a lasting, general evaluation of people (including oneself), objects, advertisements, or issues.
attitude
Advertising has increasingly become less effective because of increased clutter. How can advertisers use contrast to cut through the clutter?
by managing their products closely when it comes to size and color. Marketers can also use novelty
Which theory listed below assumes that learning take place as the result of responses to external events?
behavioral learning
The _____________________________ describes the gap between what workers with a college degree earn compared to workers without one. Because the gap is, on average, very wide - the possession of a degree is often used as a proxy for income level.
college wage premium
Classical conditioning takes place when a(n) ________ is continuously matched with a(n) ________.
conditioned stimulus; unconditioned stimulus
Angela belongs to a film club that selects and views classic movies once a month. Angela won't watch scary movies on her own, but agrees to watch the classic vampire film with the club because almost all of the other club members voted to see it. Angela's change of behavior, as a reaction to group pressure is called __________________.
conformity
Directories and portals, Web site evaluators, forums, fan clubs, and user groups are all forms of which of the following?
cybermediaries
Companies use __________________________ to create products, services, and retail experiences that make sense to the ways customers live their lives and use products.
design thinking
The Japanese greatly value products that make efficient use of space because of the cramped conditions in urban areas in Japan. This is an example of ________ in Japan's cultural system.
ecology
Describe the duties of the Federal Trade Commission (FTC).
enforces laws against deceptive advertising and product labeling regulations. Marketers must remain informed of changes in FTC regulations to avoid fines and legal actions.
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
If a conditioned stimulus is only occasionally matched with an unconditioned stimulus, the association between the two will become weakened. This is called ________.
extinction
According to the functional theory of attitudes, attitudes exist because they are hereditary.
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 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
A person's marital status is important to which demographic variable?
family structure
-------is a deeply ingrained cultural ....
fattism
Remote controls with fifty buttons, digital cameras with hundreds of unused, mysterious settings options, and cars with complicated dashboards like a space shuttle are examples of __________________.
feature creep
Steve is planning to work on increasing his running speed, so he can lose weight and impress his family at an upcoming 5K race. He buys a Fitbit fitness watch so he can track his daily runs and review his performance each day, in hopes that he can improve daily towards his goal. This daily information and response is known as a
feedback loop
Movie and restaurant reviewers, magazine editors, retail buyers and DJ's are considered ________ because they filter information.
gatekeepers
All of the following are important components of social class except for ________.
gender
According to Freud, the part of the personality that seeks immediate gratification is called the ________.
id
A person's conception of how he/she would like to be is called ________.
ideal self
Which dimension or functional area of culture is most closely related to the idea of a common worldview?
ideology
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
Frank works at the toy store. His friends from the local softball team always call him in early December to find out when he is getting a shipment of the most popular toys, because they believe Frank will know about this before anyone else does. Frank possesses ___________________ power.
information
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
What is a just noticeable difference (j.n.d)?
is sometimes referred to as the difference threshold, which the minimum level of stimulation that a person can detect 50 percent of the time.
A relative permanent change of behavior is called ________.
learning
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
A group composed of people that the consumer actually knows is called a(n) ________ reference group.
membership
On her first visit to China, Jane did not know how to pay for the produce she had selected at a market. She watched several Chinese women pay for their selections, and then Jane copied their behavior. In this example, Jane used ________.
modeling
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
Within groups, informal rules of behavior are called ________.
norms
________ learning occurs when an individual watches the actions of others and notes the reinforcements they receive for their behaviors.
observational
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
Which of the following occurs when a consumer uses a selected product and decides whether it meets their expectations?
post-purchase evaluation
The first stage in the consumer decision-making process is ________.
problem recognition
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
A hot and thirsty customer buys a cool drink and finds it very satisfying. He then buys another drink even though he had not initially planned on buying two and even though he is no longer thirsty. This is an example of ________.
purchase momentum
According to this view, people calmly and carefully integrate as much information as possible with what they already know about a product, painstakingly weigh the pluses and minuses of each alternative, and arrive at a satisfactory decision.
rational perspective
When the ego tries to balance opposing forces, it uses the ________.
reality principle
When a professor reviews a certain topic many times, he is practicing ________.
repetition conditioning
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
Nadia Ali loves the feel of her new sweater and the smell of her leather car seats on a crisp fall day. As she passes a billboard, she sees an ad for Baskin-Robbins ice cream and immediately does a U-turn into the shopping center where she knows the famous ice cream store is located. In the above example, Nadia is responding to ________.
sensory inputs emanating from the external environment
Companies that think carefully about the impact of sensations on product experiences are practicing ________.
sensory marketing
The average adult is exposed to about 3,500 pieces of advertising information every single day, far more information than they can or are willing to process. Consumers who are exposed to more information than they can process are in a state of ________.
sensory overload
if products take on masculine or feminine attributes, they are said to be ________.
sex-typed
A general attitude toward shopping is called ________.
shopping orientation
Maria visits a Target to look at television sets. She wants to see how big a 56-inch screen is in person. When she gets home, she order the television from Walmart.com. This practice is known as
showrooming
When Lauren is planning to impress her new date Pat by paying for a meal at a fine-dining restaurant, followed by cocktails at a trendy new lounge, Lauren is playing a role that affects her consumer behavior. This role is called her
situational self-image
Which term refers to marketing techniques that are used to encourage positive behaviors such as literacy or discourage negative behaviors like drunk driving?
social marketing
Examples of _______________ include product ratings, online reviews, shopping haul videos, social media style advice, social media users crowdsourcing their friends for recommendations, and Pinterest boards.
social shopping
Amos always felt that it was unfair that society created artificial divisions that discouraged him from having friends from different social structures. Which of the following terms describes the process that Amos is having difficulty with?
social stratification
As May-Lee considers her purchase of shoes, she shifts back and forth between thinking about claims made by different brands, remembering what she has seen, and considering her emotional responses to various brands. Which term describes what May-Lee is doing?
spreading activation
When a Rolls-Royce, a Cartier diamond, and an Andy Warhol painting are bought and displayed as markers of social class, they are ________.
status symbols
Family branding, licensing, and look-alike packaging are all marketing strategies based on ________.
stimulus generalization
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
A ________ is defined as a group whose members share beliefs and common experiences that set them apart from others.
subculture
When Coca-Cola embeds sexual images in their advertising, they are using ________.
subliminal perception
Cognitive learning theory approaches tend to stress the importance of internal mental processes.
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
Haptic senses refers to a consumer's sense of touch.
true
It is possible to use psychographics to identify distinct segments even for mundane products such as soap.
true
Retrieval is the process whereby we recover information from long-term memory.
true
Some color combinations can become so associated with a company that the corporation may be granted exclusive use of these colors.
true
Spreading activation allows consumers to shift back and forth among levels of meanings.
true
The location of a product's image on a package influences the way our brains make sense of it; we perceive objects lower in a frame to be heavier than objects higher in the frame and objects on the right side of a frame heavier than those on the left side of the frame.
true
The reality principle finds ways to gratify the id that are acceptable to the outside world.
true
The salience of a brand refers to its prominence or level of activation in memory.
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
green strategy refers to the strategy of promoting how environmentally friendly a product is
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
