MKT 305 Exam 2

The majority of respondents believe women in ads are not realistic

A Unilever-sponsored survey which asked American women how they felt about their appearance reported which of the following?

source credibility

A communicator's expertise, objectivity and trustworthiness refer to ________.

A central route

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?

- non-experimental hierarchy - standard learning hierarchy - high involvement hierarchy

A component of a hierarchy of effects is ________.

- behavior - cognition - affect

A component of the ABC model of attitude is ________.

identity marketing

A consumer wearing a temporary tattoo of a company's brand logo is an example of ________.

The celebrity's image should match that of the product and should embody cultural meaning.

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?

ideal self

A person's conception of how he/she would like to be is called ________.

self-concept

A person's physical appearance is large part of his or her ________.

Consensus

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?

The hierarchy is often culture-bound

A religious person who has taken a vow of celibacy would not necessarily agree that physiological needs must be satisfied before self-actualization needs are addressed. What does this example say about Maslow's hierarchy of needs?

the VALS™ (the Values and Lifestyles) system

A well-known segmentation system based on how consumers agree or disagree with various social issues is called ________.

attitude

A(n) ________ is a lasting, general evaluation of people (including oneself), objects, advertisements, or issues.

ideal of beauty

A(n) ________ is a particular model, or exemplar, or appearance.

lifestyles

AIO surveys help measure ________.

id

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

the ego

According to Freud, the system that acts as a referee in the fight between temptation and virtue is called ________.

Physiological

According to Maslow's hierarchy of needs, the lowest order (e.g., most basic) of needs is ________.

stresses a unique attribute of benefit of the product

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 ________.

One must first satisfy basic needs before moving to higher order needs

According to information presented in the chapter, the implication of Maslow's hierarchy of needs is that ________.

believers

According to the VAL system, consumers that have strong principles and favor brands are considered ________.

experiental

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).

symbolic interaction

According to the sociological tradition of ________, relationships with other people play a large part in forming the self.

archetypes

According to the theories of Carl Jung, our shared memories create ________, which involve universal themes and appear frequently in myths and stories across cultures.

learning and tedium

According to the two-factor theory, the net effect of being exposed repeatedly to the same message is a combination of ________.

importance weights

All multiattribute attitude models specify the importance of attributes, beliefs, and ________.

The superego

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?

VALS2™

An advertiser that uses its Web site to attract consumers classified as Innovators, Achievers, and Experiencers most likely uses the ________ segmentation system?

Makers

An individual who scores high on an assessment of materialism would be LEAST likely to be categorized in which of the following VALS2™ groups?

achievement

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

body image

Anna Jones thinks she should lose some weight even though she is skinny. Anna is concerned about her ________.

extended

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.

Individuality

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?

An approach-avoidance conflict

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?

inner: private self, and an outer: public self

Both Eastern and Western cultures see the self as divided into a(n) ________.

lifestyle

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.

hedonic

Bret Thomas has always dreamed of becoming a jet fighter pilot. After seeing the movie Top Gun, Bret bought pilot's sunglasses and even game himself a "call sign"-Snake. When Bret has such fantasies or emotional responses to his needs, the type of needs that are being addressed are ________.

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 ________.

unconscious motives

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

a large gap between their real and ideal selves

Consumers who have ________ are particularly good targets for marketing communications that use fantasy appeals.

inertia

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

The model has relatively weak theorems about attitudes

Despite improvements to the Fishbein model, all of the following are considered obstacles to predicting behavior using this model EXCEPT which one?

Overall, the use of a strong sexual appeal is not very well received

Do sex-related ads work?

resonance

Elizabeth created a print ad in which the coach of a football team was shown standing out in the middle of a hay field. The text read, "UNR's Coach Roberts....outstanding in his field." Elizabeth was using a literary device called ________.

a fear appeal

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

The tiger supplies powerful animal symbolism and it contains vaguely sexual undertones.

Esso (now Exxon in the United States) used the work of Ernest Dichter to influence its "Put a Tiger in Your Tank" ad campaign. Which of the following conclusions formed the rationale for the famous campaign

group level

Fred Johnson lives, eats, and breathes pro football. His favorite team is the Dallas Cowboys. His home looks like a Dallas Cowboy's museum. Which level of the extended self would most likely apply to Fred's situation?

consumer-generated content

Freelancers and fans film their own commercials for their favorite products and post them on Web sites. This is referred to as ________.

id ego superego

Freud's theory of personality includes the ________.

valence

Goals can be considered positive or negative. This is an expression of a goal's ________.

Hannah's personality is a unique psychological makeup that consistently influences behavior within a certain environmental situation. Although behavior will be consistent within consistent environments, it does not have to be consistent between environments.

Hannah was embarrassed when her friends teased her about dancing on a table on Friday night. She tried to tell her friends that she really is quite introverted and shy. Her friends observed that Hannah does not appear shy when she is out on a weekend evening. Which of the following statements is most applicable in understand Hannah's personality?

social outcasts

Historically, tattoos have been associated with people who are considered ________.

"face"

If Chen Ho follows a Confucian perspective and dresses according to accepted rules of the group (where others' perceptions of the self and maintaining one's desired status in their eyes is important), then he is recognizing the importance of ________.

self-image congruence model

If Volkswagen owners see themselves as being more economical and conservative than do owners of the Buick Regal, ________ is probably at work.

affiliation

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 ________.

self-esteem

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 ________.

the collective self

If a person's identity is derived in large measure from his or her social group. This is called ________.

sex-typed

If products take on masculine or feminine attributes, they are said to be ________.

The need for affiliation

In a speech at a research conference, a computer expert stated that shopping centers would become obsolete in the future. He believed that because everything could be bought online and delivered directly to the home of a customer, there would be no need for physical shopping areas in the future. A psychologist disagreed and stated that this concept of the future violated a basic human need. What need did the computer expert ignore, according to the psychologist?

Utilitarian needs

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?

motivational

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

goal

In the motivation process, the desired end state is the consumer's ________.

The id

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 motivation process

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?

Many studies have found that people do not seem to exhibit stable personalities.

Jeffrey Quills is seen by his friends as a somewhat strange person. At times he is lovable, warm, and friendly. At other times he can be mean-spirited, uncaring, and hostile to all who know him. Which of the following general statements about personality most closely matches what friends observe about Jeffrey?

Expectancy theory

Jill was planning on traveling over spring break, but she didn't want to spend a lot of money on the airfare. Even though it took more time, she went online to get tickets instead of going to a travel agent. What theory of motivation best explains Jill's behavior?

ideal self

Jim Smith thinks he should be more outgoing. He is looking at his ________.

warrior

Jim sees himself as being confident, powerful, and heroic. According to the BrandAsset Archetypes model developed by ad agency Young & Rubicam, Jim would be classified as a ________.

Purchase situation involvement

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?

Experiencers

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?

anthropomorphized

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.

Lindsay forgot that consumer involvement includes personal factors and situational factors as well as object factors

Lindsay believed that customers would come to view her new resort hotel with high personal involvement because it was a quality property with an excellent view. Instead, she found that many of her customers came to the hotel only when she offered special price discounts. What aspect of consumer involvement has Lindsay ignored?

product personalization

M&M allows consumers to put names and works on their candy, this is an example of ________.

cell phones

M-commerce most likely takes place through ________.

Eastern

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.

extended self

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 ________.

- Define target markets - Create a new view of the market - Position a product

Marketers use results from AIO surveys to ________.

An approach-approach conflict

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?

have multiple selves

Mary Jane is a very conservative businesswoman by day. However, when she decides to "go out on the town," she likes to party and "kick up her heels." This would be an example of a reaction due to the fact that many consumers ________.

personality traits

Match.com and eharmony.com measure identifiable personal characteristics called ________.

reproductive potential

Men are more likely to use a woman's body shape as a sexual cue. One explanation of this phenomenon is that feminine curves provide evidence of ________.

Supportive arguments

Most messages merely present one or more positive attributes about a product or reasons to buy it. Which of the following best describes this approach to communicating a message?

affect

Motivation that is driven by raw emotions is called ________.

approach-approach conflict

Motivational conflicts can occur in a variety of ways. If a person must choose between two desirable alternatives, this form of conflict is called ________.

beliefs

One element in the muliattribute attitude model is ________.

the looking-glass self

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?

involvement

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

halo effect

Physically attractive people are perceived as smarter, cooler, and happier than average people. These perceptions are a result of the ________.

cul products

Products that command fierce loyalty, devotion and even worship by consumers are called ________.

functional theory

Psychologist David Katz developed the ________ of attitudes

internalization

Researchers agree that there are various levels of commitment to an attitude. The highest level of involvement is ________.

compliance

Researchers agree that there are various levels of commitment to an attitude. The lowest form of involvement is ________.

theory of reasoned action

Researchers have added to the original Fishbein multiattribute model. The name of this extended-Fishbein model is the ________.

two-sided

Rick Tuan has a unique problem. He must persuade a good friend to stop smoking. He knows that if he just says "Quit," his message will be rejected. Instead, Rick chooses to offer a ________ message in which he presents the positives and negatives of quitting smoking. He feels sure that his approach will have a greater likelihood of success with his friend.

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?

Inertia

Sally always buys Coca-Cola out of habit, which is an example of ________.

Drive theory

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?

approach-avoidance conflict

Tanya would really love to have a full-length mink coat; however, animal rights (and animal rights activists) have caused her to reconsider making such a purchase. This situation illustrates a(n) ________.

unique self

"Casual Fridays" in American workplaces encourage the expression of a person's ________.

coercive norms

Freedom, youthfulness, achievement, and materialism are characterized as U.S. ________.